Test Bank for Marketing
Management
15th & Kotler
Edition by Keller m
Marketing Management, 15e (Kotler)
m m m
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 competitorsAnswer: C
m m
Diff: 1
LO: 2.1: How does marketing affect
customer value? AACSB: Reflective
m
thinking
2) What is the traditional view of marketing?
A) Firms should just focus on production because if the
products are good then they
m will automatically
sell.
B) Firms should just focus on production and selling because m
marketing occurs as a part of the
m selling process.
C) Firms should have a proper marketing team that can increase consume
m m m m m m m m m m
rs' awareness of their products and rouse their interest in them.
m m m m m m m m m m m
D) Firms should price their products as low as possible so that market
m m m m m m m m m m m
ing them becomes easy.
m mm m
E) Firms should remember that promotion is the most important
of the four
m Ps. Answer: B m
Diff: 1
LO: 2.1: How does marketing affect
customer value? AACSB: Reflective
m
thinking
1
, Test Bank for Marketing
Management
15th & Kotler
Edition by Keller m
3) The value delivery process can be divided into three phases,
m m m m m m m m m m
out of which "choosing the value" implies
mm mm m m mm mm , which is t
mm mm m m mm mm mm
he
2
,Test Bank for Marketing
Management
15th & Kotler
Edition by Keller m
essence of strategic marketing.
3
, Test Bank for Marketing
Management
15th & Kotler
Edition by Keller m
A) segmentation, developing, and delivering
B) targeting, positioning, and communicating
m
C) targeting, positioning, and delivering
m
D) segmentation, targeting, and positioning
E) researching, developing,
and delivering
m Answer:
D
Diff: 1
LO: 2.1: How does marketing affect
customer value? AACSB: Reflective
m
thinking
4
Management
15th & Kotler
Edition by Keller m
Marketing Management, 15e (Kotler)
m m m
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 competitorsAnswer: C
m m
Diff: 1
LO: 2.1: How does marketing affect
customer value? AACSB: Reflective
m
thinking
2) What is the traditional view of marketing?
A) Firms should just focus on production because if the
products are good then they
m will automatically
sell.
B) Firms should just focus on production and selling because m
marketing occurs as a part of the
m selling process.
C) Firms should have a proper marketing team that can increase consume
m m m m m m m m m m
rs' awareness of their products and rouse their interest in them.
m m m m m m m m m m m
D) Firms should price their products as low as possible so that market
m m m m m m m m m m m
ing them becomes easy.
m mm m
E) Firms should remember that promotion is the most important
of the four
m Ps. Answer: B m
Diff: 1
LO: 2.1: How does marketing affect
customer value? AACSB: Reflective
m
thinking
1
, Test Bank for Marketing
Management
15th & Kotler
Edition by Keller m
3) The value delivery process can be divided into three phases,
m m m m m m m m m m
out of which "choosing the value" implies
mm mm m m mm mm , which is t
mm mm m m mm mm mm
he
2
,Test Bank for Marketing
Management
15th & Kotler
Edition by Keller m
essence of strategic marketing.
3
, Test Bank for Marketing
Management
15th & Kotler
Edition by Keller m
A) segmentation, developing, and delivering
B) targeting, positioning, and communicating
m
C) targeting, positioning, and delivering
m
D) segmentation, targeting, and positioning
E) researching, developing,
and delivering
m Answer:
D
Diff: 1
LO: 2.1: How does marketing affect
customer value? AACSB: Reflective
m
thinking
4
