Test Bank for Marketing
Management
15th & Kotler
Edition by Keller g
Marketingg Management,g 15eg (Kotler)
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
bygcompetitors Answer:gC
Diff: 1
LO: 2.1: How does marketing affect
customergvalue? AACSB: Reflective
thinking
2) What is the traditional view of marketing?
A) Firms should just focus on production because if the
productsgare good then they will automatically
sell.
B) Firms should just focus gon production and selling because
marketinggoccurs as a part of the selling process.
C) Firmsgshouldghavegagpropergmarketinggteamgthatgcangincreasegconsumer
s'g g awarenessg ofg theirg productsg andg rouseg theirg interestging them.
D) Firmsg shouldg priceg theirg productsg asg lowg asg possibleg sog thatgmarketi
ngg themg g becomesg easy.
E) Firms should remember that promotion is the most important
ofgthe four Ps. Answer: gB
Diff: 1
LO: 2.1: How does marketing affect
customergvalue? AACSB: Reflective
thinking
1
, Test Bank for Marketing
Management
15th & Kotler
Edition by Keller g
3) Theg valueg deliveryg processg cang beg dividedg intog threeg phases,go
utg g ofg g whichg g "choosingg g theg g value"g g impliesg g g g ,g g whichg g isg g the
2
,Test Bank for Marketing
Management
15th & Kotler
Edition by Keller g
essence of strategic marketing.
3
, Test Bank for Marketing
Management
15th & Kotler
Edition by Keller g
A) segmentation, developing, and delivering
B) targeting,g positioning, and communicating
C) targeting,g positioning, and delivering
D) segmentation, targeting, and positioning
E) researching, developing,
andgdelivering Answer:
D
Diff: 1
LO: 2.1: How does marketing affect
customergvalue? AACSB: Reflective
thinking
4
Management
15th & Kotler
Edition by Keller g
Marketingg Management,g 15eg (Kotler)
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
bygcompetitors Answer:gC
Diff: 1
LO: 2.1: How does marketing affect
customergvalue? AACSB: Reflective
thinking
2) What is the traditional view of marketing?
A) Firms should just focus on production because if the
productsgare good then they will automatically
sell.
B) Firms should just focus gon production and selling because
marketinggoccurs as a part of the selling process.
C) Firmsgshouldghavegagpropergmarketinggteamgthatgcangincreasegconsumer
s'g g awarenessg ofg theirg productsg andg rouseg theirg interestging them.
D) Firmsg shouldg priceg theirg productsg asg lowg asg possibleg sog thatgmarketi
ngg themg g becomesg easy.
E) Firms should remember that promotion is the most important
ofgthe four Ps. Answer: gB
Diff: 1
LO: 2.1: How does marketing affect
customergvalue? AACSB: Reflective
thinking
1
, Test Bank for Marketing
Management
15th & Kotler
Edition by Keller g
3) Theg valueg deliveryg processg cang beg dividedg intog threeg phases,go
utg g ofg g whichg g "choosingg g theg g value"g g impliesg g g g ,g g whichg g isg g the
2
,Test Bank for Marketing
Management
15th & Kotler
Edition by Keller g
essence of strategic marketing.
3
, Test Bank for Marketing
Management
15th & Kotler
Edition by Keller g
A) segmentation, developing, and delivering
B) targeting,g positioning, and communicating
C) targeting,g positioning, and delivering
D) segmentation, targeting, and positioning
E) researching, developing,
andgdelivering Answer:
D
Diff: 1
LO: 2.1: How does marketing affect
customergvalue? AACSB: Reflective
thinking
4
