INTRODUCTION
Welcome to the Test Item File for Philip Kotler and Kevin Lane Keller’s A Framework for
Marketing Management, 4th edition textbook. All questions in this manual are drawn directly
from the text.
This Test Item File supports Association to Advance Collegiate Schools of Business
(AACSB) International Accreditation
Each chapter of the Test Item File was prepared with the AACSB curricula standards in mind.
Where appropriate, the answer line of each question indicates a category within which the
question falls*. This AACSB reference helps instructors identify those test questions that support
that organization’s learning goals.
*Please note that not all test questions will indicate an AACSB category.
What is the AACSB?
AACSB is a not-for-profit corporation of educational institutions, corporations and other
organizations devoted to the promotion and improvement of higher education in business
administration and accounting. A collegiate institution offering degrees in business administration
or accounting may volunteer for AACSB accreditation review. The AACSB makes initial
accreditation decisions and conducts periodic reviews to promote continuous quality
improvement in management education. Pearson Education is a proud member of the AACSB
and is pleased to provide advice to help you apply AACSB Learning Standards.
,What are AACSB Learning Standards?
One of the criteria for AACSB accreditation is the quality of the curricula. Although no specific
courses are required, the AACSB expects a curriculum to include learning experiences in such
areas as:
Communication
Ethical reasoning
Analytical skills
Use of information technology
Multiculturalism and diversity
Reflective thinking
These six categories are AACSB Learning Standards. Questions that test skills relevant to these
standards are tagged with the appropriate standard. For example, a question testing the moral
questions associated with externalities would receive the Ethical Reasoning tag.
,How can I use these tags?
Tagged questions help you measure whether students are grasping the course content that aligns
with AACSB guidelines noted above. In addition, the tagged questions may help to identify
potential applications of these skills. This, in turn, may suggest enrichment activities or other
educational experiences to help students achieve these goals.
Each chapter in the Test Item File contains approximately 80 questions, consisting of the
following:
20 True/False questions
50 Multiple Choice questions
5 Essay questions
2 Mini-Cases with 2-3 multiple choice questions per case
Each question in the Test Item File is formatted with the question number, the question itself,
potential answers, the correct answer, a difficulty scale, and the page(s) where the topic
(question) and answer (explanation) may be found in the textbook. There is also a designation for
AACSB standards. True/False and multiple choice questions are ordered by page number for
convenience.
The instructor will notice the scale used at the end of each question. The scale is intended to aid
the instructor in determining the degree of difficulty of the question and answer. The degree of
difficulty scale appears as either “easy,” “moderate,” or “difficult.”
Answers to essay questions are provided for the convenience of the instructor. The provided
responses are not meant to be an all-inclusive answer. Please allow for creative differences, where
warranted.
As with any upper-level college course, before giving students examinations from the material
contained in this Test Item File, the students should be encouraged to read and ask questions
about the material in the textbook. Students should also be encouraged to read the opening
vignettes, tables, and figures provided in each chapter of the textbook.
, Although this Test Item File provides a good framework for creating assessments of student
learning of marketing concepts, additional assessment could include other methods, such as
research projects and exploration of current events.
Thank you for selecting Kotler/Keller’s A Framework for Marketing Management, 4th edition.
Michael P. Levens, PhD
Chair, Business Administration
Assistant Professor, Marketing
Walsh College
Troy, MI 48007
Welcome to the Test Item File for Philip Kotler and Kevin Lane Keller’s A Framework for
Marketing Management, 4th edition textbook. All questions in this manual are drawn directly
from the text.
This Test Item File supports Association to Advance Collegiate Schools of Business
(AACSB) International Accreditation
Each chapter of the Test Item File was prepared with the AACSB curricula standards in mind.
Where appropriate, the answer line of each question indicates a category within which the
question falls*. This AACSB reference helps instructors identify those test questions that support
that organization’s learning goals.
*Please note that not all test questions will indicate an AACSB category.
What is the AACSB?
AACSB is a not-for-profit corporation of educational institutions, corporations and other
organizations devoted to the promotion and improvement of higher education in business
administration and accounting. A collegiate institution offering degrees in business administration
or accounting may volunteer for AACSB accreditation review. The AACSB makes initial
accreditation decisions and conducts periodic reviews to promote continuous quality
improvement in management education. Pearson Education is a proud member of the AACSB
and is pleased to provide advice to help you apply AACSB Learning Standards.
,What are AACSB Learning Standards?
One of the criteria for AACSB accreditation is the quality of the curricula. Although no specific
courses are required, the AACSB expects a curriculum to include learning experiences in such
areas as:
Communication
Ethical reasoning
Analytical skills
Use of information technology
Multiculturalism and diversity
Reflective thinking
These six categories are AACSB Learning Standards. Questions that test skills relevant to these
standards are tagged with the appropriate standard. For example, a question testing the moral
questions associated with externalities would receive the Ethical Reasoning tag.
,How can I use these tags?
Tagged questions help you measure whether students are grasping the course content that aligns
with AACSB guidelines noted above. In addition, the tagged questions may help to identify
potential applications of these skills. This, in turn, may suggest enrichment activities or other
educational experiences to help students achieve these goals.
Each chapter in the Test Item File contains approximately 80 questions, consisting of the
following:
20 True/False questions
50 Multiple Choice questions
5 Essay questions
2 Mini-Cases with 2-3 multiple choice questions per case
Each question in the Test Item File is formatted with the question number, the question itself,
potential answers, the correct answer, a difficulty scale, and the page(s) where the topic
(question) and answer (explanation) may be found in the textbook. There is also a designation for
AACSB standards. True/False and multiple choice questions are ordered by page number for
convenience.
The instructor will notice the scale used at the end of each question. The scale is intended to aid
the instructor in determining the degree of difficulty of the question and answer. The degree of
difficulty scale appears as either “easy,” “moderate,” or “difficult.”
Answers to essay questions are provided for the convenience of the instructor. The provided
responses are not meant to be an all-inclusive answer. Please allow for creative differences, where
warranted.
As with any upper-level college course, before giving students examinations from the material
contained in this Test Item File, the students should be encouraged to read and ask questions
about the material in the textbook. Students should also be encouraged to read the opening
vignettes, tables, and figures provided in each chapter of the textbook.
, Although this Test Item File provides a good framework for creating assessments of student
learning of marketing concepts, additional assessment could include other methods, such as
research projects and exploration of current events.
Thank you for selecting Kotler/Keller’s A Framework for Marketing Management, 4th edition.
Michael P. Levens, PhD
Chair, Business Administration
Assistant Professor, Marketing
Walsh College
Troy, MI 48007
