Test Bank - Marketing: Real People, Real Choices 11th Edition by Michael Solomon, Greg Marshall & Elnora Stuart - Complete, Elaborated and Latest Test Bank. ALL Chapters (1-14) Included and Updated for 2024

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TEST BANK
Marketing: Real People, Real Choices 11th Edition
by Solomon; Marshall; Stuart. Chapter 1 to 14




TEST BANK

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TABLEoOFoCONTENT



PARTo1:oUNDERSTANDoTHEoVALUEoPROPOSITION



1.oWelcomeotootheoWorldoofoMarketing:oCreateoandoDeliveroValue



2.oGlobal,oEthical,oandoSustainableoMarketing



3.oStrategicoMarketoPlanning



Supplement:oBuildoaoMarketingoPlan




PARTo2:oDETERMINEoTHEoVALUEoPROPOSITIONSoDIFFERENToCUSTOMERSoWANT



4.oMarketoResearch



5.oMarketingoAnalytics:oWelcomeotootheoEraoofoBigoData!



6.oUnderstandoConsumeroandoBusinessoMarkets



7.oSegmentation,oTargetoMarketing,oandoPositioning

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PARTo3:oDEVELOPoTHEoVALUEoPROPOSITIONoFORoTHEoCUSTOMER



8.oProductoI:oInnovationoandoNewoProductoDevelopment



9.oProductoII:oProductoStrategy,oBranding,oandoProductoManagement



10.oPrice:oWhatoIsotheoValueoPropositionoWorth?



Supplement:oMarketingoMath




PARTo4:oDELIVERoANDoCOMMUNICATEoTHEoVALUEoPROPOSITION



11.oDeliverotheoGoods:oDetermineotheoDistributionoStrategy



12.oDeliverotheoCustomeroExperience:oGoodsoandoServicesoviaoBricksoandoClicks



13.oPromotionoI:oAdvertisingoOneotooManyoMarketingoCommunications



14.oPromotionoII:oSocialoMediaoMarketingoandoOtheroCommunicationoTools

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Marketing:oRealoPeople,oRealoChoices,o11eo(Solomon)
Chaptero1o Welcomeo tootheoWorldo ofoMarketing:oCreateoandoDeliveroValue

1)oAo________oisotheoultimateouseroofoaogoodooroservice.
A)ostakeholder
B)omarket
C)otargetomarket
D)omarketer
E)oconsumer
Answer:o E
Difficulty:o Easy
LO:o 1.1:oExplainowhatomarketingois,otheomarketingomix,owhatocanobeomarketedoandotheovalueoof
marketing

2)o________oisotheoactivity,osetoofoinstitutions,oandoprocessesoforocreating,ocommunicating,
delivering,oandoexchangingoofferingsothatohaveovalueoforocustomers,oclients,opartners,oandosociety
atolarge.
A)oDemandosatisfaction
B)oCompetitiveoadvantageobuilding
C)oMarketing
D)oTotaloqualityomanagement
E)oValueo chainomanagement
Answer:o C
Difficulty:o Easy
LO:o 1.1:oExplainowhatomarketingois,otheomarketingomix,owhatocanobeomarketedoandotheovalueoof
marketing
AACSB:o Writtenoandooralocommunication

3)oTheo________oconsistsoofotheotoolsoanoorganizationousesotoocreateoaodesiredoresponseoamongo
a oofopredefinedoconsumers.
set
A)osharingoeconomy
B)omarketoposition
C)ovalueoproposition
D)omarketplace
E)omarketingomix
Answer:o E
Difficulty:o Easy
LO:o 1.1:oExplainowhatomarketingois,otheomarketingomix,owhatocanobeomarketedoandotheovalueoof
marketing