Test Bank
for Principles of Marketing
17th Edition
By Gary Armstrong Philip T. Kotler
,Table of Contents
Chapter 1 Marketing: Creating Customer Value and Engagement
Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Engagement,
Value, and Relationships
Chapter 3 Analyzing the Marketing Environment
Chapter 4 Managing Marketing Information to Gain Customer Insights
Chapter 5 Consumer Markets and Buyer Behavior
Chapter 6 Business Markets and Business Buyer Behavior
Chapter 7 Customer Value-Driven Marketing Strategy: Creating Value for Target
Customers
Chapter 8 Products, Services, and Brands: Building Customer Value
Chapter 9 Developing New Products and Managing the Product Life Cycle
Chapter 10 Pricing: Understanding and Capturing Customer Value
Chapter 11 Pricing Strategies: Additional Considerations
Chapter 12 Marketing Channels: Delivering Customer Value
Chapter 13 Retailing and Wholesaling
Chapter 14 Engaging Consumers and Communicating Customer Value: Integrated
Marketing Communications Strategy
Chapter 15 Advertising and Public Relations
Chapter 16 Personal Selling and Sales Promotion
Chapter 17 Direct, Online, Social Media, and Mobile Marketing
Chapter 18 Creating Competitive Advantage
Chapter 19 The Global Marketplace
Chapter 20 Sustainable Marketing: Social Responsibility and Ethics
,Principles of Marketing, 17e, Global Edition (Kotler/Armstrong)
Chapter 1 Marketing: Creating Customer Value and Engagement
1) Which of the following is NOT an accurate description of modern marketing?
A) Marketing is the creation of value for customers.
B) Marketing involves managing profitable customer relationships.
C) Marketing emphasizes selling and advertising exclusively.
D) Marketing involves satisfying customers' needs.
E) Marketing is building value-laden exchange relationships with customers.
2) According to management guru Peter Drucker, "The aim of marketing is to ."
A) maximize profits of the company
B) emphasize customer wants and not customer needs
C) make selling unnecessary
D) fulfill unrealistic customer expectations
E) sell products
3) Marketing is defined as a social and managerial process by which individuals and
organizations obtain what they need and want through .
A) research and development
B) innovation and creativity
C) manufacturing efficiencies
D) value creation and exchange
E) sales and revenue creation
4) According to the five-step model of the marketing process, which of the following is the
final step in creating value for customers?
A) designing a customer-driven marketing strategy
B) understanding the marketplace and customer needs
C) constructing an integrated marketing program that delivers superior value
D) building profitable relationships and creating customer delight
E) capturing value from customers to create profit and customer equity
5) According to the five-step model of the marketing process, a company should
before designing a customer-driven marketing strategy.
A) determine how to deliver superior value to customers
B) build profitable relationships with customers
C) use customer relationship management to create full partnerships with key customers
D) understand the marketplace and customer needs and wants
E) construct an integrated marketing program
6) Marketing is managing profitable customer relationships.
TRUE
7) are human needs that are shaped by culture and individual personality.
A) Necessities
B) Wants
C) Demands
1
, D) Values
E) Exchanges
8) When backed by buying power, wants become .
A) social needs
B) demands
C) physical needs
D) self-esteem needs
E) exchanges
9) Needs include all of the following EXCEPT .
A) food
B) knowledge
C) affection
D) the newest iphone
E) belonging
10) Greg Williams now has the buying power to purchase the desktop computer that he has
wanted for the last six months. Greg's want now has become a(n) .
A) need
B) necessity
C) demand
D) exchange
E) transaction
11) A is some combination of products, services, information, or experiences
provided to consumers to satisfy a need or want.
A) market offering
B) value proposition
C) brand positioning
D) market segment
E) market mix
12) Which of the following terms refers to sellers being preoccupied with their own products
and losing sight of underlying consumer needs?
A) vendor lock-in
B) social loafing
C) value proposition
D) marketing myopia
E) conspicuous consumption
13) When marketers set low expectations for a market offering, they run the risk of .
A) disappointing loyal customers
B) having to use an outside-in rather than an inside-out perspective
C) failing to attract enough customers
D) failing to understand their customers' needs
E) incorrectly identifying a target market
14) is the act of obtaining a desired object from someone by offering something in
return.
2
for Principles of Marketing
17th Edition
By Gary Armstrong Philip T. Kotler
,Table of Contents
Chapter 1 Marketing: Creating Customer Value and Engagement
Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Engagement,
Value, and Relationships
Chapter 3 Analyzing the Marketing Environment
Chapter 4 Managing Marketing Information to Gain Customer Insights
Chapter 5 Consumer Markets and Buyer Behavior
Chapter 6 Business Markets and Business Buyer Behavior
Chapter 7 Customer Value-Driven Marketing Strategy: Creating Value for Target
Customers
Chapter 8 Products, Services, and Brands: Building Customer Value
Chapter 9 Developing New Products and Managing the Product Life Cycle
Chapter 10 Pricing: Understanding and Capturing Customer Value
Chapter 11 Pricing Strategies: Additional Considerations
Chapter 12 Marketing Channels: Delivering Customer Value
Chapter 13 Retailing and Wholesaling
Chapter 14 Engaging Consumers and Communicating Customer Value: Integrated
Marketing Communications Strategy
Chapter 15 Advertising and Public Relations
Chapter 16 Personal Selling and Sales Promotion
Chapter 17 Direct, Online, Social Media, and Mobile Marketing
Chapter 18 Creating Competitive Advantage
Chapter 19 The Global Marketplace
Chapter 20 Sustainable Marketing: Social Responsibility and Ethics
,Principles of Marketing, 17e, Global Edition (Kotler/Armstrong)
Chapter 1 Marketing: Creating Customer Value and Engagement
1) Which of the following is NOT an accurate description of modern marketing?
A) Marketing is the creation of value for customers.
B) Marketing involves managing profitable customer relationships.
C) Marketing emphasizes selling and advertising exclusively.
D) Marketing involves satisfying customers' needs.
E) Marketing is building value-laden exchange relationships with customers.
2) According to management guru Peter Drucker, "The aim of marketing is to ."
A) maximize profits of the company
B) emphasize customer wants and not customer needs
C) make selling unnecessary
D) fulfill unrealistic customer expectations
E) sell products
3) Marketing is defined as a social and managerial process by which individuals and
organizations obtain what they need and want through .
A) research and development
B) innovation and creativity
C) manufacturing efficiencies
D) value creation and exchange
E) sales and revenue creation
4) According to the five-step model of the marketing process, which of the following is the
final step in creating value for customers?
A) designing a customer-driven marketing strategy
B) understanding the marketplace and customer needs
C) constructing an integrated marketing program that delivers superior value
D) building profitable relationships and creating customer delight
E) capturing value from customers to create profit and customer equity
5) According to the five-step model of the marketing process, a company should
before designing a customer-driven marketing strategy.
A) determine how to deliver superior value to customers
B) build profitable relationships with customers
C) use customer relationship management to create full partnerships with key customers
D) understand the marketplace and customer needs and wants
E) construct an integrated marketing program
6) Marketing is managing profitable customer relationships.
TRUE
7) are human needs that are shaped by culture and individual personality.
A) Necessities
B) Wants
C) Demands
1
, D) Values
E) Exchanges
8) When backed by buying power, wants become .
A) social needs
B) demands
C) physical needs
D) self-esteem needs
E) exchanges
9) Needs include all of the following EXCEPT .
A) food
B) knowledge
C) affection
D) the newest iphone
E) belonging
10) Greg Williams now has the buying power to purchase the desktop computer that he has
wanted for the last six months. Greg's want now has become a(n) .
A) need
B) necessity
C) demand
D) exchange
E) transaction
11) A is some combination of products, services, information, or experiences
provided to consumers to satisfy a need or want.
A) market offering
B) value proposition
C) brand positioning
D) market segment
E) market mix
12) Which of the following terms refers to sellers being preoccupied with their own products
and losing sight of underlying consumer needs?
A) vendor lock-in
B) social loafing
C) value proposition
D) marketing myopia
E) conspicuous consumption
13) When marketers set low expectations for a market offering, they run the risk of .
A) disappointing loyal customers
B) having to use an outside-in rather than an inside-out perspective
C) failing to attract enough customers
D) failing to understand their customers' needs
E) incorrectly identifying a target market
14) is the act of obtaining a desired object from someone by offering something in
return.
2
