Kotler Marketing – Complete Study
Guide 2025/2026
Kotler Marketing – Complete Study Guide 2024/2025: 100 Q&A
Part 1: Marketing Fundamentals & The Changing Landscape
1. What is the simplest, shortest definition of marketing?
A) Selling and advertising
B) Creating promotions
C) Identifying and meeting human and social needs ✓
D) Building a brand
2. According to Kotler, the aim of marketing is to:
A) Make selling unnecessary ✓
B) Increase the sales force
C) Lower prices
D) Outspend competitors
3. The fundamental concept in marketing that states people will favor products that are
available and highly affordable is called:
A) The selling concept
B) The product concept
C) The production concept ✓
D) The marketing concept
4. The marketing concept is best described as:
A) An inside-out perspective
B) A outside-in perspective ✓
C) A product-focused philosophy
D) A sales-driven approach
5. Which of these is NOT one of the five core customer and marketplace concepts?
A) Needs, wants, and demands
B) Market offerings
C) Value and satisfaction
D) Competitor analysis ✓
,6. The art and science of choosing target markets and building profitable relationships with
them is called:
A) Market segmentation
B) Marketing management ✓
C) Positioning
D) Customer relationship management
7. Which marketing philosophy emphasizes aggressive selling and promotion efforts?
A) The marketing concept
B) The societal marketing concept
C) The product concept
D) The selling concept ✓
8. The societal marketing concept calls for balancing three considerations. Which is NOT one
of them?
A) Company profits
B) Customer wants
C) Society's interests
D) Competitor's actions ✓
9. Digital and social media marketing are key drivers of which major development in
marketing?
A) The production concept
B) Customer-managed relationships ✓
C) Inside-out marketing
D) The selling concept
10. The set of all actual and potential buyers of a product or service is known as a(n):
A) Audience
B) Segment
C) Market ✓
D) Demography
Part 2: The Marketing Environment & STP (Segmentation, Targeting, Positioning)
11. The actors and forces outside marketing that affect marketing management’s ability to
build successful relationships with target customers are the:
A) Macroenvironment
B) Marketing environment ✓
,C) Microenvironment
D) Internal environment
12. Which of these is part of a company's microenvironment?
A) Demographic forces
B) Technological forces
C) Marketing intermediaries ✓
D) Political forces
13. A group of consumers who respond in a similar way to a given set of marketing efforts is
a(n):
A) Market segment ✓
B) Target market
C) Individual market
D) Niche market
14. Dividing a market into different segments based on age, life-cycle stage, gender, income,
etc., is called:
A) Psychographic segmentation
B) Behavioral segmentation
C) Geographic segmentation
D) Demographic segmentation ✓
15. Dividing a market based on consumer knowledge, attitudes, uses, or responses to a
product is called:
A) Psychographic segmentation
B) Behavioral segmentation ✓
C) Demographic segmentation
D) Geographic segmentation
16. Evaluating each market segment's attractiveness and selecting one or more to enter is
called:
A) Market segmentation
B) Market targeting ✓
C) Market positioning
D) Differentiation
17. A firm that decides to target several market segments and designs separate offers for each
is using a(n) ________ targeting strategy.
A) Undifferentiated
, B) Differentiated ✓
C) Concentrated
D) Niche
18. Arranging for a product to occupy a clear, distinctive, and desirable place relative to
competing products in the minds of target consumers is called:
A) Market segmentation
B) Target marketing
C) Positioning ✓
D) Differentiation
19. The statement "For [target segment], our [brand] is the [frame of reference] that delivers
[point of difference] because [reason to believe]" is a template for a:
A) Mission statement
B) Positioning statement ✓
C) Value proposition
D) Creative brief
20. PESTEL analysis is a framework for analyzing the:
A) Microenvironment
B) Macroenvironment ✓
C) Internal environment
D) Competitive environment
Part 3: Consumer & Business Buyer Behavior
21. The buying behavior of final consumers is referred to as:
A) Business buyer behavior
B) Consumer buyer behavior ✓
C) Reseller behavior
D) Institutional behavior
22. What is the first stage in the buyer decision process?
A) Information search
B) Evaluation of alternatives
C) Need recognition ✓
D) Purchase decision
Guide 2025/2026
Kotler Marketing – Complete Study Guide 2024/2025: 100 Q&A
Part 1: Marketing Fundamentals & The Changing Landscape
1. What is the simplest, shortest definition of marketing?
A) Selling and advertising
B) Creating promotions
C) Identifying and meeting human and social needs ✓
D) Building a brand
2. According to Kotler, the aim of marketing is to:
A) Make selling unnecessary ✓
B) Increase the sales force
C) Lower prices
D) Outspend competitors
3. The fundamental concept in marketing that states people will favor products that are
available and highly affordable is called:
A) The selling concept
B) The product concept
C) The production concept ✓
D) The marketing concept
4. The marketing concept is best described as:
A) An inside-out perspective
B) A outside-in perspective ✓
C) A product-focused philosophy
D) A sales-driven approach
5. Which of these is NOT one of the five core customer and marketplace concepts?
A) Needs, wants, and demands
B) Market offerings
C) Value and satisfaction
D) Competitor analysis ✓
,6. The art and science of choosing target markets and building profitable relationships with
them is called:
A) Market segmentation
B) Marketing management ✓
C) Positioning
D) Customer relationship management
7. Which marketing philosophy emphasizes aggressive selling and promotion efforts?
A) The marketing concept
B) The societal marketing concept
C) The product concept
D) The selling concept ✓
8. The societal marketing concept calls for balancing three considerations. Which is NOT one
of them?
A) Company profits
B) Customer wants
C) Society's interests
D) Competitor's actions ✓
9. Digital and social media marketing are key drivers of which major development in
marketing?
A) The production concept
B) Customer-managed relationships ✓
C) Inside-out marketing
D) The selling concept
10. The set of all actual and potential buyers of a product or service is known as a(n):
A) Audience
B) Segment
C) Market ✓
D) Demography
Part 2: The Marketing Environment & STP (Segmentation, Targeting, Positioning)
11. The actors and forces outside marketing that affect marketing management’s ability to
build successful relationships with target customers are the:
A) Macroenvironment
B) Marketing environment ✓
,C) Microenvironment
D) Internal environment
12. Which of these is part of a company's microenvironment?
A) Demographic forces
B) Technological forces
C) Marketing intermediaries ✓
D) Political forces
13. A group of consumers who respond in a similar way to a given set of marketing efforts is
a(n):
A) Market segment ✓
B) Target market
C) Individual market
D) Niche market
14. Dividing a market into different segments based on age, life-cycle stage, gender, income,
etc., is called:
A) Psychographic segmentation
B) Behavioral segmentation
C) Geographic segmentation
D) Demographic segmentation ✓
15. Dividing a market based on consumer knowledge, attitudes, uses, or responses to a
product is called:
A) Psychographic segmentation
B) Behavioral segmentation ✓
C) Demographic segmentation
D) Geographic segmentation
16. Evaluating each market segment's attractiveness and selecting one or more to enter is
called:
A) Market segmentation
B) Market targeting ✓
C) Market positioning
D) Differentiation
17. A firm that decides to target several market segments and designs separate offers for each
is using a(n) ________ targeting strategy.
A) Undifferentiated
, B) Differentiated ✓
C) Concentrated
D) Niche
18. Arranging for a product to occupy a clear, distinctive, and desirable place relative to
competing products in the minds of target consumers is called:
A) Market segmentation
B) Target marketing
C) Positioning ✓
D) Differentiation
19. The statement "For [target segment], our [brand] is the [frame of reference] that delivers
[point of difference] because [reason to believe]" is a template for a:
A) Mission statement
B) Positioning statement ✓
C) Value proposition
D) Creative brief
20. PESTEL analysis is a framework for analyzing the:
A) Microenvironment
B) Macroenvironment ✓
C) Internal environment
D) Competitive environment
Part 3: Consumer & Business Buyer Behavior
21. The buying behavior of final consumers is referred to as:
A) Business buyer behavior
B) Consumer buyer behavior ✓
C) Reseller behavior
D) Institutional behavior
22. What is the first stage in the buyer decision process?
A) Information search
B) Evaluation of alternatives
C) Need recognition ✓
D) Purchase decision
