TEST BANK For Principles of Marketing 19e Global Edition By Kotler, Armstrong, Balasubramanian, Verified Chapters 1 - 20, Complete Newest Version

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Copyright © 2018 Pearson Education, Ltd.
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,Principles of Marketing, 19e, Global Edition (Kotler/Armstrong)
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Chapter 1 Marketing: Creating Customer Value and Engagement
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1) Which of the following is NOT an accurate description of modern marketing?
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A) Marketing is the creation of value for customers. r r r r r r r


B) Marketing involves managing profitable customer relationships.
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C) Marketing emphasizes selling and advertising exclusively.
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D) Marketing involves satisfying customers' needs. r r r r


E) Marketing is building value-laden exchange relationships with customers.
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Answer: C
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AACSB: Analyticalthinking r r


Skill: Concept
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Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty:
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Moderate
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2) According to management guru Peter Drucker, "The aim of marketing is to
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A) maximize profits of the company r r r r


B) emphasize customer wants and not customer needs r r r r r r


C) make selling unnecessary
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D) fulfill unrealistic customer expectations
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E) sellproducts
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Answer: C
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Skill:
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Concept
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Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty:
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Easy
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3) Marketing is defined as a social and managerial process by which individuals and
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organizations obtain what they need and want through
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A) research and development r r


B) innovation and creativity r r


C) manufacturing efficiencies r


D) value creation and exchange
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E) salesandrevenuecreation
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Answer: D
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AACSB: Application ofknowledge r r r


Skill: Concept
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Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty:
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Moderate
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, 4) According to the five-step model of the marketing process , which of the following is the
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final step in creating value for customers ?
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A) designing a customer-driven marketing strategy r r r r


B) understanding the marketplace and customer needs r r r r r


C) constructing an integrated marketing program that delivers superior value
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D) building profitable relationships and creating customer delight
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E) capturing value from customers to create profit and customer equity
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Answer: E
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Skill: Concept r r


Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty:
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Moderate
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5) According to the five-step model of the marketing process, a company should
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before designing a customer-driven marketing strategy.
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A) determine how to deliver superior value to customers
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B) build profitable relationships with customers
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C) use customer relationship management to create full partnerships with key customers D)
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understand
E) construct
r an ithe marketplace
ntegrated and customer
marketing program needs and wants
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Answer: D
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Skill: Concept r r


Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty:
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Moderate
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6) Marketing is managing profitable customer relationships.
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Answer: TRUE
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Skill: Concept r r


Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty:
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Easy
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7) are human needs that are shaped by culture and individual personality.
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A) Necessities
B) Wants
C) Demands
D) Values
E) Exchanges
Answer: B
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Skill:
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Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
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identify the five core marketplace concepts.
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Difficulty: Easy r r




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