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Marketing Management, 16e (Kotler)
Chapter 1 Defining Marketing for the New Realities
1) Which of these is an accurate characterization of the contemporary view of marketing?
A) Marketing is synonymous with selling.
B) With the rise of social commerce, company-driven marketing is no longer important.
C) Marketing's emphasis within the firm continues to decline.
D) To improve efficiency, most firms now restrict marketing activities within the "official"
boundaries of the marketing department.
E) Marketing is about identifying and meeting human and social needs in a way that harmonizes
with the goals of the organization.
Answer: E
Diff: 3
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
2) With regard to the selling function, what did Peter Drucker have to say about the aim of
marketing?
A) Selling should replace marketing.
B) Selling should have equal importance in the corporate hierarchy.
C) It should make selling superfluous.
D) The sales function should set strategy, while the marketing function owns tactics.
E) Selling and marketing are synonymous.
Answer: C
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
3) Which of these was identified as key reason why Nintendo had a hit with the Wii and Apple
with the iPad?
A) Both companies designed the right product based on thoughtful research.
B) Both products were flukes that happened to hit the market at the right time.
C) Neither product led its category, but both were sold aggressively.
D) Both products underpriced their competition.
E) American consumers have enough disposable income to afford luxury gadgets.
Answer: A
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
Full download please contact or qidiantiku.com
,Full download please contact or qidiantiku.com
4) Which of these entities represent the bulk of most countries' marketing efforts?
A) Experiences
B) Services
C) Goods
D) Events
E) Places
Answer: C
Diff: 1
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
5) Raw materials, labor, and sources of funding represent which kind of market?
A) Basic
B) Primary
C) Secondary
D) Resource
E) Business to business
Answer: D
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
6) A public service announcement (PSA) encouraging people to wear masks during a pandemic
outbreak represents what kind of marketed entity?
A) Ideas
B) Services
C) Experiences
D) Information
E) Social good
Answer: A
Diff: 3
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
7) Which of these is NOT one of the five basic markets?
A) Resource markets
B) Manufacturer markets
C) Educational markets
D) Consumer markets
E) Government markets
Answer: C
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
Full download please contact or qidiantiku.com
,Full download please contact or qidiantiku.com
8) How does successful marketing create jobs?
A) By raising the standard of living
B) By encouraging conspicuous consumption
C) By increasing brand equity
D) By promoting capitalism
E) By building demand for products and services
Answer: E
Diff: 3
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
9) In the four flows in a modern exchange economy, what do sellers receive from buyers in
addition to money?
A) Legal rights
B) Legal releases
C) Intangible resources
D) Information
E) Confirmation
Answer: D
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
10) The decline of companies such as MySpace and Blockbuster can be attributed at least in part
to which of these marketing mistakes?
A) Failing to continually improve value offerings and marketing strategies
B) Failing to articulate a clear customer message
C) Overpricing in a declining economy
D) Confusing markets with unclear corporate branding
E) Failing to use marketing intermediaries effectively
Answer: A
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
11) Which of these reasons was identified as a success factor for the British firm RB (formerly
Reckitt Benckiser)?
A) Strong sales teams
B) Emotional advertising
C) Digging deeply into consumer habits
D) Government subsidies
E) Undercutting competitors on prices
Answer: C
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
Full download please contact or qidiantiku.com
, Full download please contact or qidiantiku.com
12) Which of these is a reason senior management should encourage fresh ideas from
underrepresented groups of employees?
A) To challenge company orthodoxy
B) To lower costs by engaging lower-paid worker in research
C) To avoid charges of discrimination
D) To copy what benchmark competitors are doing
E) To promote employee morale
Answer: A
Diff: 1
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
13) Which of the following statements about marketing is true?
A) It is of little importance when products are standardized.
B) It can help create jobs in the economy by increasing demand for goods and services.
C) It helps to build a loyal customer base but has no impact on a firm's intangible assets.
D) It is more important for bigger organizations than smaller ones.
E) It is seldom used by nonprofit organizations.
Answer: B
Diff: 1
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
14) ________ management is the art and science of choosing target markets and getting,
keeping, and growing customers through creating, delivering, and communicating superior
customer value.
A) Marketing
B) Knowledge
C) Operations
D) Strategic
E) Distribution
Answer: A
Diff: 1
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
Full download please contact or qidiantiku.com
Marketing Management, 16e (Kotler)
Chapter 1 Defining Marketing for the New Realities
1) Which of these is an accurate characterization of the contemporary view of marketing?
A) Marketing is synonymous with selling.
B) With the rise of social commerce, company-driven marketing is no longer important.
C) Marketing's emphasis within the firm continues to decline.
D) To improve efficiency, most firms now restrict marketing activities within the "official"
boundaries of the marketing department.
E) Marketing is about identifying and meeting human and social needs in a way that harmonizes
with the goals of the organization.
Answer: E
Diff: 3
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
2) With regard to the selling function, what did Peter Drucker have to say about the aim of
marketing?
A) Selling should replace marketing.
B) Selling should have equal importance in the corporate hierarchy.
C) It should make selling superfluous.
D) The sales function should set strategy, while the marketing function owns tactics.
E) Selling and marketing are synonymous.
Answer: C
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
3) Which of these was identified as key reason why Nintendo had a hit with the Wii and Apple
with the iPad?
A) Both companies designed the right product based on thoughtful research.
B) Both products were flukes that happened to hit the market at the right time.
C) Neither product led its category, but both were sold aggressively.
D) Both products underpriced their competition.
E) American consumers have enough disposable income to afford luxury gadgets.
Answer: A
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
Full download please contact or qidiantiku.com
,Full download please contact or qidiantiku.com
4) Which of these entities represent the bulk of most countries' marketing efforts?
A) Experiences
B) Services
C) Goods
D) Events
E) Places
Answer: C
Diff: 1
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
5) Raw materials, labor, and sources of funding represent which kind of market?
A) Basic
B) Primary
C) Secondary
D) Resource
E) Business to business
Answer: D
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
6) A public service announcement (PSA) encouraging people to wear masks during a pandemic
outbreak represents what kind of marketed entity?
A) Ideas
B) Services
C) Experiences
D) Information
E) Social good
Answer: A
Diff: 3
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
7) Which of these is NOT one of the five basic markets?
A) Resource markets
B) Manufacturer markets
C) Educational markets
D) Consumer markets
E) Government markets
Answer: C
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
Full download please contact or qidiantiku.com
,Full download please contact or qidiantiku.com
8) How does successful marketing create jobs?
A) By raising the standard of living
B) By encouraging conspicuous consumption
C) By increasing brand equity
D) By promoting capitalism
E) By building demand for products and services
Answer: E
Diff: 3
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
9) In the four flows in a modern exchange economy, what do sellers receive from buyers in
addition to money?
A) Legal rights
B) Legal releases
C) Intangible resources
D) Information
E) Confirmation
Answer: D
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
10) The decline of companies such as MySpace and Blockbuster can be attributed at least in part
to which of these marketing mistakes?
A) Failing to continually improve value offerings and marketing strategies
B) Failing to articulate a clear customer message
C) Overpricing in a declining economy
D) Confusing markets with unclear corporate branding
E) Failing to use marketing intermediaries effectively
Answer: A
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
11) Which of these reasons was identified as a success factor for the British firm RB (formerly
Reckitt Benckiser)?
A) Strong sales teams
B) Emotional advertising
C) Digging deeply into consumer habits
D) Government subsidies
E) Undercutting competitors on prices
Answer: C
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
Full download please contact or qidiantiku.com
, Full download please contact or qidiantiku.com
12) Which of these is a reason senior management should encourage fresh ideas from
underrepresented groups of employees?
A) To challenge company orthodoxy
B) To lower costs by engaging lower-paid worker in research
C) To avoid charges of discrimination
D) To copy what benchmark competitors are doing
E) To promote employee morale
Answer: A
Diff: 1
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
13) Which of the following statements about marketing is true?
A) It is of little importance when products are standardized.
B) It can help create jobs in the economy by increasing demand for goods and services.
C) It helps to build a loyal customer base but has no impact on a firm's intangible assets.
D) It is more important for bigger organizations than smaller ones.
E) It is seldom used by nonprofit organizations.
Answer: B
Diff: 1
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
14) ________ management is the art and science of choosing target markets and getting,
keeping, and growing customers through creating, delivering, and communicating superior
customer value.
A) Marketing
B) Knowledge
C) Operations
D) Strategic
E) Distribution
Answer: A
Diff: 1
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
Full download please contact or qidiantiku.com
