Marketing Management 14th Edition Tes
g g g g
t Bank – Kotler g g g
MarketinggManagementg14thgEditiongTestgBankg–gKotler
Sample
MarketinggManagement,g14eg(Kotler/Keller)
Chapterg5gggCreatinggLong-TermgLoyaltygRelationships
1)gWhichgofgthegfollowinggisgtruegforgthegmoderngcompanygorganizationgchart?
A)gFrontlinegemployeesgareglessgimportantgthangtopgmanagement.
B)gCustomersgaregatgthegtopgofgthegpyramid.
C)gTopgmanagementgisgatgthegtopgofgthegpyramid.
D)gCustomersgareglessgimportantgthangmiddlegmanagement.
E)gFrontlinegemployeesgaregatgthegtopgofgthegpyramid.
Answer:ggB
PagegRef:g124
Objective:gg1
AACSB:ggReflectivegthinking
Difficulty:ggEasy
2)gIngthegmoderngcustomer-
orientedgorganizationalgchart,gwhichgofgthegfollowinggisgconsideredgtogbegatgthegtopgofgt
hegorganizationalgpyramid?
A)gsales
B)gtopgmanagement
C)gfront-linegpeople
D)gcustomers
,E)gmiddlegmanagement
Answer:ggD
PagegRef:g124
Objective:gg1
Difficulty:ggEasy
3)gIngagmoderngcustomer-
orientedgorganizationgchart,gtheg________gofgangorganizationgimmediatelygfollowgthegc
ustomergsegment.
A)gtopgmanagement
B)gmarketinggdepartment
C)gmiddlegmanagement
D)gfrontlinegpeople
E)glowergmanagement
Answer:ggD
PagegRef:g124
Objective:gg1
AACSB:ggAnalyticgskills
Difficulty:ggEasy
4)g________gisgthegdifferencegbetweengthegprospectivegcustomer’sgevaluationgofgallgthe
gbenefitsgandgallgthegcostsgofgangofferinggandgthegperceivedgalternatives.
A)gPerceivedgusefulness
B)gFailuregavoidancegrate
C)gTotalgcustomergbenefit
D)gCustomer-perceivedgvalue
E)gCompetitors’gmarketgsharegrate
,Answer:ggD
PagegRef:g125
Objective:gg1
AACSB:ggAnalyticgskills
Difficulty:ggEasy
5)gWhengagconsumergconsidersgagproductgorgservice,ghegorgshegwillgchoosegwhicheverg
productgorgservicegdeliversgtheghighestg________.
A)gcustomer-perceivedgvalue
B)gcustomer-perceivedgcost
C)gcustomergprofitabilityganalysis
D)gcustomergequity
E)gcustomerglifetimegvalue
Answer:ggA
PagegRef:g125
Objective:gg1
AACSB:ggAnalyticgskills
Difficulty:ggEasy
6)g________gisgthegperceivedgmonetarygvaluegofgthegbundlegofgeconomic,gfunctional,ga
ndgpsychologicalgbenefitsgcustomersgexpectgfromgaggivengmarketgoffering.
A)gTotalgcustomergcost
B)gTotalgcustomergbenefit
C)gTotalgbenefitsgofgownership
D)gValuegproposition
E)gValuegdeliverygsystem
, Answer:ggB
PagegRef:g125
Objective:gg1
AACSB:ggAnalyticgskills
Difficulty:ggEasy
7)gThegbundlegofgcostsgcustomersgexpectgtogincurgingevaluating,gobtaining,gusing,gandgd
isposinggofgtheggivengmarketgofferinggisgcalledgtheg________.
A)gactivity-basedgcost
B)gcustomergprofitabilityganalysis
C)gtotalgcustomergcost
D)gproductglife-cyclegcost
E)gdirectgproductgprofitability
Answer:ggC
PagegRef:g125
Objective:gg1
AACSB:ggAnalyticgskills
Difficulty:ggEasy
8)gWhichgofgthegfollowinggisgtruegforgcustomer-perceivedgvalue?
A)gItgisgthegperceivedgmonetarygvaluegofgthegbundlegofgeconomic,gfunctional,gandgpsyc
hologicalgbenefitsgcustomersgexpectgfromgagproduct.
B)gItgisgthegdifferencegbetweengthegprospectivegcustomer’sgevaluationgofgallgthegbenefit
sgandgallgthegcostsgofgangofferinggandgthegperceivedgalternatives.
C)gItgisgthegperceivedgbundlegofgcostsgcustomersgexpectgtogincurgingevaluating,gobtainin
g,gusing,gandgdisposinggofgtheggivengmarketgoffering.
D)gItgisgthegnetgpresentgvaluegofgthegstreamgofgfuturegprofitsgexpectedgovergthegcustome
r’sglifetimegpurchases.
g g g g
t Bank – Kotler g g g
MarketinggManagementg14thgEditiongTestgBankg–gKotler
Sample
MarketinggManagement,g14eg(Kotler/Keller)
Chapterg5gggCreatinggLong-TermgLoyaltygRelationships
1)gWhichgofgthegfollowinggisgtruegforgthegmoderngcompanygorganizationgchart?
A)gFrontlinegemployeesgareglessgimportantgthangtopgmanagement.
B)gCustomersgaregatgthegtopgofgthegpyramid.
C)gTopgmanagementgisgatgthegtopgofgthegpyramid.
D)gCustomersgareglessgimportantgthangmiddlegmanagement.
E)gFrontlinegemployeesgaregatgthegtopgofgthegpyramid.
Answer:ggB
PagegRef:g124
Objective:gg1
AACSB:ggReflectivegthinking
Difficulty:ggEasy
2)gIngthegmoderngcustomer-
orientedgorganizationalgchart,gwhichgofgthegfollowinggisgconsideredgtogbegatgthegtopgofgt
hegorganizationalgpyramid?
A)gsales
B)gtopgmanagement
C)gfront-linegpeople
D)gcustomers
,E)gmiddlegmanagement
Answer:ggD
PagegRef:g124
Objective:gg1
Difficulty:ggEasy
3)gIngagmoderngcustomer-
orientedgorganizationgchart,gtheg________gofgangorganizationgimmediatelygfollowgthegc
ustomergsegment.
A)gtopgmanagement
B)gmarketinggdepartment
C)gmiddlegmanagement
D)gfrontlinegpeople
E)glowergmanagement
Answer:ggD
PagegRef:g124
Objective:gg1
AACSB:ggAnalyticgskills
Difficulty:ggEasy
4)g________gisgthegdifferencegbetweengthegprospectivegcustomer’sgevaluationgofgallgthe
gbenefitsgandgallgthegcostsgofgangofferinggandgthegperceivedgalternatives.
A)gPerceivedgusefulness
B)gFailuregavoidancegrate
C)gTotalgcustomergbenefit
D)gCustomer-perceivedgvalue
E)gCompetitors’gmarketgsharegrate
,Answer:ggD
PagegRef:g125
Objective:gg1
AACSB:ggAnalyticgskills
Difficulty:ggEasy
5)gWhengagconsumergconsidersgagproductgorgservice,ghegorgshegwillgchoosegwhicheverg
productgorgservicegdeliversgtheghighestg________.
A)gcustomer-perceivedgvalue
B)gcustomer-perceivedgcost
C)gcustomergprofitabilityganalysis
D)gcustomergequity
E)gcustomerglifetimegvalue
Answer:ggA
PagegRef:g125
Objective:gg1
AACSB:ggAnalyticgskills
Difficulty:ggEasy
6)g________gisgthegperceivedgmonetarygvaluegofgthegbundlegofgeconomic,gfunctional,ga
ndgpsychologicalgbenefitsgcustomersgexpectgfromgaggivengmarketgoffering.
A)gTotalgcustomergcost
B)gTotalgcustomergbenefit
C)gTotalgbenefitsgofgownership
D)gValuegproposition
E)gValuegdeliverygsystem
, Answer:ggB
PagegRef:g125
Objective:gg1
AACSB:ggAnalyticgskills
Difficulty:ggEasy
7)gThegbundlegofgcostsgcustomersgexpectgtogincurgingevaluating,gobtaining,gusing,gandgd
isposinggofgtheggivengmarketgofferinggisgcalledgtheg________.
A)gactivity-basedgcost
B)gcustomergprofitabilityganalysis
C)gtotalgcustomergcost
D)gproductglife-cyclegcost
E)gdirectgproductgprofitability
Answer:ggC
PagegRef:g125
Objective:gg1
AACSB:ggAnalyticgskills
Difficulty:ggEasy
8)gWhichgofgthegfollowinggisgtruegforgcustomer-perceivedgvalue?
A)gItgisgthegperceivedgmonetarygvaluegofgthegbundlegofgeconomic,gfunctional,gandgpsyc
hologicalgbenefitsgcustomersgexpectgfromgagproduct.
B)gItgisgthegdifferencegbetweengthegprospectivegcustomer’sgevaluationgofgallgthegbenefit
sgandgallgthegcostsgofgangofferinggandgthegperceivedgalternatives.
C)gItgisgthegperceivedgbundlegofgcostsgcustomersgexpectgtogincurgingevaluating,gobtainin
g,gusing,gandgdisposinggofgtheggivengmarketgoffering.
D)gItgisgthegnetgpresentgvaluegofgthegstreamgofgfuturegprofitsgexpectedgovergthegcustome
r’sglifetimegpurchases.
