, TEST BANK FOR MARKETING: REAL PEOPLE, REAL
l# l# l# l# l# l#
CHOICES, 10TH EDITION BY MICHAEL R. SOLOMON,
l# l# l# l# l# l# l#
GREG W. MARSHALL AND ELNORA W. STUART
l# l# l# l# l# l# l#
TABLE l#OF l#CONTENT
PART l#1: l#UNDERSTAND l#THE l#VALUE l#PROPOSITION
1. Welcome l#to l#the l#World l#of l#Marketing: l#Create l#and l#Deliver l#Value
2. Global, l#Ethical, l#and l#Sustainable l#Marketing
3. Strategic l#Market l#Planning
Supplement: l#Build l#a l#Marketing l#Plan
PART l#2: l#DETERMINE l#THE l#VALUE l#PROPOSITIONS l#DIFFERENT l#CUSTOMERS l#WANT
4. Market l#Research
5. Marketing l#Analytics: l#Welcome l#to l#the l#Era l#of l#Big l#Data!
6. Understand l#Consumer l#and l#Business l#Markets
7. Segmentation, l#Target l#Marketing, l#and l#Positioning
,PART l#3: l#DEVELOP l#THE l#VALUE l#PROPOSITION l#FOR l#THE l#CUSTOMER
8. Product l#I: l#Innovation l#and l#New l#Product l#Development
9. Product l#II: l#Product l#Strategy, l#Branding, l#and l#Product l#Management
10. Price: l#What l#Is l#the l#Value l#Proposition l#Worth?
Supplement: l#Marketing l#Math
PART l#4: l#DELIVER l#AND l#COMMUNICATE l#THE l#VALUE l#PROPOSITION
11. Deliver l#the l#Goods: l#Determine l#the l#Distribution l#Strategy
12. Deliver l#the l#Customer l#Experience: l#Goods l#and l#Services l#via l#Bricks l#and l#Clicks
13. Promotion l#I: l#Advertising l#One l#to l#Many l#Marketing l#Communications
14. Promotion l#II: l#Social l#Media l#Marketing l#and l#Other l#Communication l#Tools
, Marketing: l#Real l#People, l#Real l#Choices, l#10e l#(Solomon)
Chapter l#1 l # Welcome l#to l#the l#World l#of l#Marketing: l#Create l#and l#Deliver l#Value
1) A l# is l#the l#ultimate l#user l#of l#a l#good l#or l#service.
A) stakeholder
B) market
C) target l#market
D) marketer
E) consumer
l#Answer: l # E
l#Difficulty:
l # Easy
LO: l # 1.1: l#Explain l#what l#marketing l#is, l#the l#marketing l#mix, l#what l#can l#be l#marketed
l#and l#the l#value l#of l#marketing
2) is l#the l#activity, l#set l#of l#institutions, l#and l#processes l#for l#creating,
l#communicating, l#delivering, l#and l#exchanging l#offerings l#that l#have l#value l#for
l#customers, l#clients, l#partners, l#and l#society l#at l#large.
A) Demand l#satisfaction
B) Competitive l#advantage l#building
C) Marketing
D) Total l#quality l#management
E) Value l#chain
l#management l#Answer:
l#C
Difficulty: l # Easy
LO: l # 1.1: l#Explain l#what l#marketing l#is, l#the l#marketing l#mix, l#what l#can l#be l#marketed
l#and l#the l#value l#of l#marketing
AACSB: l # Written l#and l#oral l#communication
3) The l# consists l#of l#the l#tools l#an l#organization l#uses l#to l#create l#a l#desired
l#response l#among l#a l#set l#of l#predefined l#consumers.
A) sharing l#economy
B) market l#position
C) value l#proposition
D) marketplace
E) marketing
l#mix l#Answer:
l # E l#Difficulty:
l # Easy
LO: l # 1.1: l#Explain l#what l#marketing l#is, l#the l#marketing l#mix, l#what l#can l#be l#marketed
l#and l#the l#value l#of l#marketing
l# l# l# l# l# l#
CHOICES, 10TH EDITION BY MICHAEL R. SOLOMON,
l# l# l# l# l# l# l#
GREG W. MARSHALL AND ELNORA W. STUART
l# l# l# l# l# l# l#
TABLE l#OF l#CONTENT
PART l#1: l#UNDERSTAND l#THE l#VALUE l#PROPOSITION
1. Welcome l#to l#the l#World l#of l#Marketing: l#Create l#and l#Deliver l#Value
2. Global, l#Ethical, l#and l#Sustainable l#Marketing
3. Strategic l#Market l#Planning
Supplement: l#Build l#a l#Marketing l#Plan
PART l#2: l#DETERMINE l#THE l#VALUE l#PROPOSITIONS l#DIFFERENT l#CUSTOMERS l#WANT
4. Market l#Research
5. Marketing l#Analytics: l#Welcome l#to l#the l#Era l#of l#Big l#Data!
6. Understand l#Consumer l#and l#Business l#Markets
7. Segmentation, l#Target l#Marketing, l#and l#Positioning
,PART l#3: l#DEVELOP l#THE l#VALUE l#PROPOSITION l#FOR l#THE l#CUSTOMER
8. Product l#I: l#Innovation l#and l#New l#Product l#Development
9. Product l#II: l#Product l#Strategy, l#Branding, l#and l#Product l#Management
10. Price: l#What l#Is l#the l#Value l#Proposition l#Worth?
Supplement: l#Marketing l#Math
PART l#4: l#DELIVER l#AND l#COMMUNICATE l#THE l#VALUE l#PROPOSITION
11. Deliver l#the l#Goods: l#Determine l#the l#Distribution l#Strategy
12. Deliver l#the l#Customer l#Experience: l#Goods l#and l#Services l#via l#Bricks l#and l#Clicks
13. Promotion l#I: l#Advertising l#One l#to l#Many l#Marketing l#Communications
14. Promotion l#II: l#Social l#Media l#Marketing l#and l#Other l#Communication l#Tools
, Marketing: l#Real l#People, l#Real l#Choices, l#10e l#(Solomon)
Chapter l#1 l # Welcome l#to l#the l#World l#of l#Marketing: l#Create l#and l#Deliver l#Value
1) A l# is l#the l#ultimate l#user l#of l#a l#good l#or l#service.
A) stakeholder
B) market
C) target l#market
D) marketer
E) consumer
l#Answer: l # E
l#Difficulty:
l # Easy
LO: l # 1.1: l#Explain l#what l#marketing l#is, l#the l#marketing l#mix, l#what l#can l#be l#marketed
l#and l#the l#value l#of l#marketing
2) is l#the l#activity, l#set l#of l#institutions, l#and l#processes l#for l#creating,
l#communicating, l#delivering, l#and l#exchanging l#offerings l#that l#have l#value l#for
l#customers, l#clients, l#partners, l#and l#society l#at l#large.
A) Demand l#satisfaction
B) Competitive l#advantage l#building
C) Marketing
D) Total l#quality l#management
E) Value l#chain
l#management l#Answer:
l#C
Difficulty: l # Easy
LO: l # 1.1: l#Explain l#what l#marketing l#is, l#the l#marketing l#mix, l#what l#can l#be l#marketed
l#and l#the l#value l#of l#marketing
AACSB: l # Written l#and l#oral l#communication
3) The l# consists l#of l#the l#tools l#an l#organization l#uses l#to l#create l#a l#desired
l#response l#among l#a l#set l#of l#predefined l#consumers.
A) sharing l#economy
B) market l#position
C) value l#proposition
D) marketplace
E) marketing
l#mix l#Answer:
l # E l#Difficulty:
l # Easy
LO: l # 1.1: l#Explain l#what l#marketing l#is, l#the l#marketing l#mix, l#what l#can l#be l#marketed
l#and l#the l#value l#of l#marketing
