A Framework for Marketing Management, 5e (Kotler)
Chapter 1 Defining Marketing for the 21st Century
1) Which of the following statements about marketing is true?
A) It is of little importance when products are standardized.
B) It can help create jobs in the economy by increasing demand for goods and services.
C) It helps to build a loyal customer base but has no impact on a firm's intangible assets.
D) It is more important for bigger organizations than smaller ones.
E) It is seldom used by nonprofit organizations.
Answer: B
Page Ref: 2
Objective: 1
Difficulty: Easy
2) ________ goods constitute the bulk of most countries' production and marketing
efforts.
A) Durable
B) Impulse
C) Physical
D) Luxury
E) Intangible
Answer: C
Page Ref: 3
Objective: 2
Difficulty: Easy
,3) Car rental firms, hair dressers, and management consultants provide ________.
A) goods
B) experiences
C) events
D) services
E) information
Answer: D
Page Ref: 3
Objective: 2
AACSB: Analytic Skills
Difficulty: Easy
,4) The Soccer World Cup is promoted aggressively to both companies and fans. This is
an example of marketing a(n) ________.
A) idea
B) place
C) luxury item
D) event
E) service
Answer: D
Page Ref: 3
Objective: 2
Difficulty: Moderate
5) The "Malaysia, Truly Asia" ad campaign that showcased Malaysia's beautiful
landscape and its multicultural society in order to attract tourists is an example of
________ marketing.
A) event
B) property
C) service
D) place
E) idea
Answer: D
Page Ref: 3
Objective: 2
AACSB: Analytic Skills
Difficulty: Moderate
6) In Walt Disney's Magic Kingdom, customers can visit a fairy kingdom, a pirate ship,
or even a haunted house. Disney is marketing a(n) ________.
, A) experience
B) service
C) event
D) organization
E) good
Answer: A
Page Ref: 3
Objective: 2
AACSB: Analytic Skills
Difficulty: Easy
Chapter 1 Defining Marketing for the 21st Century
1) Which of the following statements about marketing is true?
A) It is of little importance when products are standardized.
B) It can help create jobs in the economy by increasing demand for goods and services.
C) It helps to build a loyal customer base but has no impact on a firm's intangible assets.
D) It is more important for bigger organizations than smaller ones.
E) It is seldom used by nonprofit organizations.
Answer: B
Page Ref: 2
Objective: 1
Difficulty: Easy
2) ________ goods constitute the bulk of most countries' production and marketing
efforts.
A) Durable
B) Impulse
C) Physical
D) Luxury
E) Intangible
Answer: C
Page Ref: 3
Objective: 2
Difficulty: Easy
,3) Car rental firms, hair dressers, and management consultants provide ________.
A) goods
B) experiences
C) events
D) services
E) information
Answer: D
Page Ref: 3
Objective: 2
AACSB: Analytic Skills
Difficulty: Easy
,4) The Soccer World Cup is promoted aggressively to both companies and fans. This is
an example of marketing a(n) ________.
A) idea
B) place
C) luxury item
D) event
E) service
Answer: D
Page Ref: 3
Objective: 2
Difficulty: Moderate
5) The "Malaysia, Truly Asia" ad campaign that showcased Malaysia's beautiful
landscape and its multicultural society in order to attract tourists is an example of
________ marketing.
A) event
B) property
C) service
D) place
E) idea
Answer: D
Page Ref: 3
Objective: 2
AACSB: Analytic Skills
Difficulty: Moderate
6) In Walt Disney's Magic Kingdom, customers can visit a fairy kingdom, a pirate ship,
or even a haunted house. Disney is marketing a(n) ________.
, A) experience
B) service
C) event
D) organization
E) good
Answer: A
Page Ref: 3
Objective: 2
AACSB: Analytic Skills
Difficulty: Easy
