Test Bank for Marketing
Management
15th & Kotler
Edition by Keller h
Marketing Management, 15e (Kotler)
h h h
Chapter 2 Developing Marketing Strategies and Plans
B) strategic marketing plan
C) corporate tactical plan
D) corporate 1) The task of any business is to .
A) create customer needs
B) differentiate in terms of cost of production
C) deliver customer value at a profit
D) reduce competition
E) communicate similar value as provided
by competitors Answer: C
h h
Diff: 1
LO: 2.1: How does marketing affect
customer value? AACSB: Reflective
h
thinking
2) What is the traditional view of marketing?
A) Firms should just focus on production because if the
products are good then they
h will automatically
sell.
B) Firms should just focus on production and selling because h
marketing occurs as a h part of the selling process.
C) Firms should have a proper marketing team that can increase consumers'
h h h h h h h h h h
awareness of their products and rouse their interest in them.
h h h h h h h h h h h
D) Firms should price their products as low as possible so that marketin
h h h h h h h h h h h
g them becomes easy.
h h h h
E) Firms should remember that promotion is the most important
of the four
h Ps. Answer: B h
Diff: 1
LO: 2.1: How does marketing affect
customer value? AACSB: Reflective
h
thinking
1
, Test Bank for Marketing
Management
15th & Kotler
Edition by Keller h
3) The value delivery process can be divided into three phases, out
h h h h h h h h h h h
hof which "choosing the value" implies
hh h h hh hh hh, which is the h h h h hh hh hh
2
,Test Bank for Marketing
Management
15th & Kotler
Edition by Keller h
essence of strategic marketing.
3
, Test Bank for Marketing
Management
15th & Kotler
Edition by Keller h
A) segmentation, developing, and delivering
B) targeting, positioning, and communicating
h
C) targeting, positioning, and delivering
h
D) segmentation, targeting, and positioning
E) researching, developing,
and deliveringAnswer:
h D
Diff: 1
LO: 2.1: How does marketing affect
customer value? AACSB: Reflective
h
thinking
4
Management
15th & Kotler
Edition by Keller h
Marketing Management, 15e (Kotler)
h h h
Chapter 2 Developing Marketing Strategies and Plans
B) strategic marketing plan
C) corporate tactical plan
D) corporate 1) The task of any business is to .
A) create customer needs
B) differentiate in terms of cost of production
C) deliver customer value at a profit
D) reduce competition
E) communicate similar value as provided
by competitors Answer: C
h h
Diff: 1
LO: 2.1: How does marketing affect
customer value? AACSB: Reflective
h
thinking
2) What is the traditional view of marketing?
A) Firms should just focus on production because if the
products are good then they
h will automatically
sell.
B) Firms should just focus on production and selling because h
marketing occurs as a h part of the selling process.
C) Firms should have a proper marketing team that can increase consumers'
h h h h h h h h h h
awareness of their products and rouse their interest in them.
h h h h h h h h h h h
D) Firms should price their products as low as possible so that marketin
h h h h h h h h h h h
g them becomes easy.
h h h h
E) Firms should remember that promotion is the most important
of the four
h Ps. Answer: B h
Diff: 1
LO: 2.1: How does marketing affect
customer value? AACSB: Reflective
h
thinking
1
, Test Bank for Marketing
Management
15th & Kotler
Edition by Keller h
3) The value delivery process can be divided into three phases, out
h h h h h h h h h h h
hof which "choosing the value" implies
hh h h hh hh hh, which is the h h h h hh hh hh
2
,Test Bank for Marketing
Management
15th & Kotler
Edition by Keller h
essence of strategic marketing.
3
, Test Bank for Marketing
Management
15th & Kotler
Edition by Keller h
A) segmentation, developing, and delivering
B) targeting, positioning, and communicating
h
C) targeting, positioning, and delivering
h
D) segmentation, targeting, and positioning
E) researching, developing,
and deliveringAnswer:
h D
Diff: 1
LO: 2.1: How does marketing affect
customer value? AACSB: Reflective
h
thinking
4
