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