Test Bank for Marketing
Management
15th & Kotler
Edition by Keller o
Marketing Management, 15e (Kotler)
o o o
Chapter 2 Developing Marketing Strategies and Plans
B) strategic marketing plan
C) corporate tactical plan
D) corporate 1) The task of any business is to .
A) create customer needs
B) differentiate in terms of cost of production
C) deliver customer value at a profit
D) reduce competition
E) communicate similar value as provided
by competitors Answer: C
o o
Diff: 1
LO: 2.1: How does marketing affect
customer value? AACSB: Reflective
o
thinking
2) What is the traditional view of marketing?
A) Firms should just focus on production because if the
products are good then they
o will automatically
sell.
B) Firms should just focus on production and selling because o
marketing occurs as a o part of the selling process.
C) Firms should have a proper marketing team that can increase consumers'
o o o o o o o o o o
awareness of their products and rouse their interest in them.
o o o o o o o o o o o
D) Firms should price their products as low as possible so that marketin
o o o o o o o o o o o
g them becomes easy.
o o o o
E) Firms should remember that promotion is the most important
of the four
o Ps. Answer: B o
Diff: 1
LO: 2.1: How does marketing affect
customer value? AACSB: Reflective
o
thinking
1
, Test Bank for Marketing
Management
15th & Kotler
Edition by Keller o
3) The value delivery process can be divided into three phases, out
o o o o o o o o o o o
oof which "choosing the value" implies
oo o o oo oo oo, which is the o o o o oo oo oo
2
,Test Bank for Marketing
Management
15th & Kotler
Edition by Keller o
essence of strategic marketing.
3
, Test Bank for Marketing
Management
15th & Kotler
Edition by Keller o
A) segmentation, developing, and delivering
B) targeting, positioning, and communicating
o
C) targeting, positioning, and delivering
o
D) segmentation, targeting, and positioning
E) researching, developing,
and deliveringAnswer:
o D
Diff: 1
LO: 2.1: How does marketing affect
customer value? AACSB: Reflective
o
thinking
4
Management
15th & Kotler
Edition by Keller o
Marketing Management, 15e (Kotler)
o o o
Chapter 2 Developing Marketing Strategies and Plans
B) strategic marketing plan
C) corporate tactical plan
D) corporate 1) The task of any business is to .
A) create customer needs
B) differentiate in terms of cost of production
C) deliver customer value at a profit
D) reduce competition
E) communicate similar value as provided
by competitors Answer: C
o o
Diff: 1
LO: 2.1: How does marketing affect
customer value? AACSB: Reflective
o
thinking
2) What is the traditional view of marketing?
A) Firms should just focus on production because if the
products are good then they
o will automatically
sell.
B) Firms should just focus on production and selling because o
marketing occurs as a o part of the selling process.
C) Firms should have a proper marketing team that can increase consumers'
o o o o o o o o o o
awareness of their products and rouse their interest in them.
o o o o o o o o o o o
D) Firms should price their products as low as possible so that marketin
o o o o o o o o o o o
g them becomes easy.
o o o o
E) Firms should remember that promotion is the most important
of the four
o Ps. Answer: B o
Diff: 1
LO: 2.1: How does marketing affect
customer value? AACSB: Reflective
o
thinking
1
, Test Bank for Marketing
Management
15th & Kotler
Edition by Keller o
3) The value delivery process can be divided into three phases, out
o o o o o o o o o o o
oof which "choosing the value" implies
oo o o oo oo oo, which is the o o o o oo oo oo
2
,Test Bank for Marketing
Management
15th & Kotler
Edition by Keller o
essence of strategic marketing.
3
, Test Bank for Marketing
Management
15th & Kotler
Edition by Keller o
A) segmentation, developing, and delivering
B) targeting, positioning, and communicating
o
C) targeting, positioning, and delivering
o
D) segmentation, targeting, and positioning
E) researching, developing,
and deliveringAnswer:
o D
Diff: 1
LO: 2.1: How does marketing affect
customer value? AACSB: Reflective
o
thinking
4
