TEST BANK FOR MARKETING: REAL PEOPLE, REAL CHOICES, 12TH EDITION BY MICHAEL R. SOLOMON,
GREG W. MARSHALL AND ELNORA W. STUART
TABLE OF CONTENT
PART 1: UNDERSTAND THE VALUE PROPOSITION
1. Welcome To The World Of Marketing: Create And Deliver Value
2. Global, Ethical, And Sustainable Marketing
3. Strategic Market Planning
Supplement: Build A Marketing Plan
PART 2: DETERMINE THE VALUE PROPOSITIONS DIFFERENT CUSTOMERS WANT
4. Market Research
5. Marketing Analytics: Welcome To The Era Of Big Data!
6. Understand Consumer And Business Markets
7. Segmentation, Target Marketing, And Positioning
,PART 3: DEVELOP THE VALUE PROPOSITION FOR THE CUSTOMER
8. Product I: Innovation And New Product Development
9. Product II: Product Strategy, Branding, And Product Management
10. Price: What Is The Value Proposition Worth?
Supplement: Marketing Math
PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION
11. Deliver The Goods: Determine The Distribution Strategy
12. Deliver The Customer Experience: Goods And Services Via Bricks And Clicks
13. Promotion I: Advertising One To Many Marketing Communications
14. Promotion II: Social Media Marketing And Other Communication Tools
, Marketing: Real People, Real Choices, 12e (Solomon)
Chapter 1 Welcome To The World Of Marketing: Create And Deliver Value
1) A Is The Ultimate User Of A Good Or Service.
A) Stakeholder
B) Market
C) Target Market
D) Marketer
E) Consumer
Answer: E
Difficulty: Easy
LO: 1.1: Explain What Marketing Is, The Marketing Mix, What Can Be Marketed And The Value Of
Marketing
2) Is The Activity, Set Of Institutions, And Processes For Creating, Communicating,
Delivering, And Exchanging Offerings That Have Value For Customers, Clients, Partners, And Society At
Large.
A) Demand Satisfaction
B) Competitive Advantage Building
C) Marketing
D) Total Quality Management
E) Value Chain Management
Answer: C
Difficulty: Easy
LO: 1.1: Explain What Marketing Is, The Marketing Mix, What Can Be Marketed And The Value Of
Marketing
AACSB: Written And Oral Communication
3) The Consists Of The Tools An Organization Uses To Create A Desired Response Among
A Set Of Predefined Consumers.
A) Sharing Economy
B) Market Position
C) Value Proposition
D) Marketplace
E) Marketing Mix
Answer: E
Difficulty: Easy
LO: 1.1: Explain What Marketing Is, The Marketing Mix, What Can Be Marketed And The Value Of
Marketing
, 4) The Four Ps Are .
A) Price, Product, Place, And Promotion
B) Price, Profit, Production, And Possession
C) Product, Production, Possession, And Promotion
D) Product, Promotion, Price, And Profit
E) Place, Production, Process, And Profit
Answer: A
Difficulty: Easy
LO: 1.1: Explain What Marketing Is, The Marketing Mix, What Can Be Marketed And The Value Of
Marketing
AACSB: Written And Oral Communication
5) Which Of The Following Is A True Statement About The Four Ps Of The Marketing Mix?
A) A Decision About One Of The Ps Affects Every Other Marketing-Mix Decision.
B) Price Is Always The Most Important Of The Four Ps.
C) Place Is Typically The Least Important Of The Four Ps.
D) The Four Ps Have Little Effect On A Product's Market Position.
E) The Four Ps Are Used To Determine A Product's Target Market.
Answer: A
Difficulty: Moderate
LO: 1.1: Explain What Marketing Is, The Marketing Mix, What Can Be Marketed And The Value Of
Marketing
AACSB: Written And Oral Communication
6) Which Of The Following Is Part Of The Product Element Of The Marketing Mix?
A) A Quality Discount
B) A Store Coupon
C) A Newspaper Advertisement
D) The Packaging
E) Publicity Releases
Answer: D Difficulty:
Moderate
LO: 1.1: Explain What Marketing Is, The Marketing Mix, What Can Be Marketed And The Value Of
Marketing
7) A Is A Good, Service, Idea, Place, Or Person–Whatever Is Offered For Sale In The
Exchange.
A) Product
B) Place
C) Utility
D) Benefit
E) Demand
Answer: A
Difficulty: Easy
LO: 1.1: Explain What Marketing Is, The Marketing Mix, What Can Be Marketed And The Value Of
Marketing
8) Is The Assignment Of A Product's Value, Or The Amount The Consumer Must Exchange
GREG W. MARSHALL AND ELNORA W. STUART
TABLE OF CONTENT
PART 1: UNDERSTAND THE VALUE PROPOSITION
1. Welcome To The World Of Marketing: Create And Deliver Value
2. Global, Ethical, And Sustainable Marketing
3. Strategic Market Planning
Supplement: Build A Marketing Plan
PART 2: DETERMINE THE VALUE PROPOSITIONS DIFFERENT CUSTOMERS WANT
4. Market Research
5. Marketing Analytics: Welcome To The Era Of Big Data!
6. Understand Consumer And Business Markets
7. Segmentation, Target Marketing, And Positioning
,PART 3: DEVELOP THE VALUE PROPOSITION FOR THE CUSTOMER
8. Product I: Innovation And New Product Development
9. Product II: Product Strategy, Branding, And Product Management
10. Price: What Is The Value Proposition Worth?
Supplement: Marketing Math
PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION
11. Deliver The Goods: Determine The Distribution Strategy
12. Deliver The Customer Experience: Goods And Services Via Bricks And Clicks
13. Promotion I: Advertising One To Many Marketing Communications
14. Promotion II: Social Media Marketing And Other Communication Tools
, Marketing: Real People, Real Choices, 12e (Solomon)
Chapter 1 Welcome To The World Of Marketing: Create And Deliver Value
1) A Is The Ultimate User Of A Good Or Service.
A) Stakeholder
B) Market
C) Target Market
D) Marketer
E) Consumer
Answer: E
Difficulty: Easy
LO: 1.1: Explain What Marketing Is, The Marketing Mix, What Can Be Marketed And The Value Of
Marketing
2) Is The Activity, Set Of Institutions, And Processes For Creating, Communicating,
Delivering, And Exchanging Offerings That Have Value For Customers, Clients, Partners, And Society At
Large.
A) Demand Satisfaction
B) Competitive Advantage Building
C) Marketing
D) Total Quality Management
E) Value Chain Management
Answer: C
Difficulty: Easy
LO: 1.1: Explain What Marketing Is, The Marketing Mix, What Can Be Marketed And The Value Of
Marketing
AACSB: Written And Oral Communication
3) The Consists Of The Tools An Organization Uses To Create A Desired Response Among
A Set Of Predefined Consumers.
A) Sharing Economy
B) Market Position
C) Value Proposition
D) Marketplace
E) Marketing Mix
Answer: E
Difficulty: Easy
LO: 1.1: Explain What Marketing Is, The Marketing Mix, What Can Be Marketed And The Value Of
Marketing
, 4) The Four Ps Are .
A) Price, Product, Place, And Promotion
B) Price, Profit, Production, And Possession
C) Product, Production, Possession, And Promotion
D) Product, Promotion, Price, And Profit
E) Place, Production, Process, And Profit
Answer: A
Difficulty: Easy
LO: 1.1: Explain What Marketing Is, The Marketing Mix, What Can Be Marketed And The Value Of
Marketing
AACSB: Written And Oral Communication
5) Which Of The Following Is A True Statement About The Four Ps Of The Marketing Mix?
A) A Decision About One Of The Ps Affects Every Other Marketing-Mix Decision.
B) Price Is Always The Most Important Of The Four Ps.
C) Place Is Typically The Least Important Of The Four Ps.
D) The Four Ps Have Little Effect On A Product's Market Position.
E) The Four Ps Are Used To Determine A Product's Target Market.
Answer: A
Difficulty: Moderate
LO: 1.1: Explain What Marketing Is, The Marketing Mix, What Can Be Marketed And The Value Of
Marketing
AACSB: Written And Oral Communication
6) Which Of The Following Is Part Of The Product Element Of The Marketing Mix?
A) A Quality Discount
B) A Store Coupon
C) A Newspaper Advertisement
D) The Packaging
E) Publicity Releases
Answer: D Difficulty:
Moderate
LO: 1.1: Explain What Marketing Is, The Marketing Mix, What Can Be Marketed And The Value Of
Marketing
7) A Is A Good, Service, Idea, Place, Or Person–Whatever Is Offered For Sale In The
Exchange.
A) Product
B) Place
C) Utility
D) Benefit
E) Demand
Answer: A
Difficulty: Easy
LO: 1.1: Explain What Marketing Is, The Marketing Mix, What Can Be Marketed And The Value Of
Marketing
8) Is The Assignment Of A Product's Value, Or The Amount The Consumer Must Exchange
