Copyright 2022 Pearson Education, Inc.

1 Copyright © 2022 Pearson Education, Inc.Marketing Management, 16e (Kotler) Chapter 1 Defining Marketing for the New Realities 1) Which of these is an accurate characterization of the contemporary view of marketing?

• Marketing is synonymous with selling.
• With the rise of social commerce, company-driven marketing is no longer important.
• Marketing's emphasis within the firm continues to decline.
• To improve efficiency, most firms now restrict marketing activities within the "official"

boundaries of the marketing department.

• Marketing is about identifying and meeting human and social needs in a way that harmonizes

with the goals of the organization.

Answer: E

Diff: 3

LO: 1.1: Define the scope of marketing.

AACSB: Reflective thinking

2) With regard to the selling function, what did Peter Drucker have to say about the aim of marketing?

• Selling should replace marketing.
• Selling should have equal importance in the corporate hierarchy.
• It should make selling superfluous.
• The sales function should set strategy, while the marketing function owns tactics.
• Selling and marketing are synonymous.

Answer: C

Diff: 2

LO: 1.1: Define the scope of marketing.

AACSB: Reflective thinking

3) Which of these was identified as key reason why Nintendo had a hit with the Wii and Apple with the iPad?

• Both companies designed the right product based on thoughtful research.
• Both products were flukes that happened to hit the market at the right time.
• Neither product led its category, but both were sold aggressively.
• Both products underpriced their competition.
• American consumers have enough disposable income to afford luxury gadgets.

Answer: A

Diff: 2

LO: 1.1: Define the scope of marketing.

AACSB: Reflective thinking

Marketing Management 16e Philip Kotler, Kevin Lane Keller, Alexander Chernev (Test Bank All Chapters, 100% Original Verified, A+ Grade) 1 / 4

2 Copyright © 2022 Pearson Education, Inc.4) Which of these entities represent the bulk of most countries' marketing efforts?

• Experiences
• Services
• Goods
• Events
• Places

Answer: C

Diff: 1

LO: 1.1: Define the scope of marketing.

AACSB: Reflective thinking

5) Raw materials, labor, and sources of funding represent which kind of market?

• Basic
• Primary
• Secondary
• Resource
• Business to business

Answer: D

Diff: 2

LO: 1.1: Define the scope of marketing.

AACSB: Reflective thinking

6) A public service announcement (PSA) encouraging people to wear masks during a pandemic outbreak represents what kind of marketed entity?

• Ideas
• Services
• Experiences
• Information
• Social good

Answer: A

Diff: 3

LO: 1.1: Define the scope of marketing.

AACSB: Reflective thinking

7) Which of these is NOT one of the five basic markets?

• Resource markets
• Manufacturer markets
• Educational markets
• Consumer markets
• Government markets

Answer: C

Diff: 2

LO: 1.1: Define the scope of marketing.

AACSB: Reflective thinking

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3 Copyright © 2022 Pearson Education, Inc.8) How does successful marketing create jobs?

• By raising the standard of living
• By encouraging conspicuous consumption
• By increasing brand equity
• By promoting capitalism
• By building demand for products and services

Answer: E

Diff: 3

LO: 1.1: Define the scope of marketing.

AACSB: Reflective thinking

9) In the four flows in a modern exchange economy, what do sellers receive from buyers in addition to money?

• Legal rights
• Legal releases
• Intangible resources
• Information
• Confirmation

Answer: D

Diff: 2

LO: 1.1: Define the scope of marketing.

AACSB: Reflective thinking

10) The decline of companies such as MySpace and Blockbuster can be attributed at least in part to which of these marketing mistakes?

• Failing to continually improve value offerings and marketing strategies
• Failing to articulate a clear customer message
• Overpricing in a declining economy
• Confusing markets with unclear corporate branding
• Failing to use marketing intermediaries effectively

Answer: A

Diff: 2

LO: 1.1: Define the scope of marketing.

AACSB: Reflective thinking

11) Which of these reasons was identified as a success factor for the British firm RB (formerly Reckitt Benckiser)?

• Strong sales teams
• Emotional advertising
• Digging deeply into consumer habits
• Government subsidies
• Undercutting competitors on prices

Answer: C

Diff: 2

LO: 1.1: Define the scope of marketing.

AACSB: Reflective thinking

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4 Copyright © 2022 Pearson Education, Inc.12) Which of these is a reason senior management should encourage fresh ideas from underrepresented groups of employees?

• To challenge company orthodoxy
• To lower costs by engaging lower-paid worker in research
• To avoid charges of discrimination
• To copy what benchmark competitors are doing
• To promote employee morale

Answer: A

Diff: 1

LO: 1.1: Define the scope of marketing.

AACSB: Reflective thinking

13) Which of the following statements about marketing is true?

• It is of little importance when products are standardized.
• It can help create jobs in the economy by increasing demand for goods and services.
• It helps to build a loyal customer base but has no impact on a firm's intangible assets.
• It is more important for bigger organizations than smaller ones.
• It is seldom used by nonprofit organizations.

Answer: B

Diff: 1

LO: 1.1: Define the scope of marketing.

AACSB: Reflective thinking

14) ________ management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

• Marketing
• Knowledge
• Operations
• Strategic
• Distribution

Answer: A

Diff: 1

LO: 1.1: Define the scope of marketing.

AACSB: Reflective thinking

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