@PROFDOCDIGITALLIBRARIES
TEST BANK
Marketing: An Introduction, Global Edition
Gary Armstrong; Philip Kotler
15th Edition
PR
O
FD
O
C
,@PROFDOCDIGITALLIBRARIES
Marketing: An Introduction, 15e (Armstrong)
Chapter 1: Marketing: Creating Customer Value and Engagement
1) Marketing, more than any other business function, deals with .
A) customers
B) sales
C) advertising
D) new products
E) brands
Answer: A
Diff: 1
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Application of knowledge
2) According to the five-step model of the marketing process, the first step in marketing is
.
PR
A) capturing value from customers to create profits and customer equity
B) constructing an integrated marketing program that delivers superior value
C) engaging customers, building profitable relationships, and creating customer delight
D) understanding the marketplace and customer needs and wants
E) designing a customer-driven marketing strategy
Answer: D
O
Diff: 2
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
FD
3) According to the five-step model of the marketing process, the final step in marketing is
.
A) capturing value from customers to create profits and customer equity
B) constructing an integrated marketing program that delivers superior value
O
C) engaging customers, building profitable relationships, and creating customer delight
D) understanding the marketplace and customer needs and wants
E) designing a customer-driven marketing strategy
C
Answer: A
Diff: 2
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
,@PROFDOCDIGITALLIBRARIES
4) For marketing to be effective, it must .
A) create a buying experience
B) help people connect with the people in their lives
C) create customer value
D) develop a culture of warmth and belonging
E) deliver high quality products
Answer: C
Diff: 3
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
5) A good definition of marketing is "telling and selling."
Answer: FALSE
Diff: 1
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
PR
6) Marketing is primarily concerned with engaging customers and secondarily with managing
profitable customer relationships.
Answer: FALSE
Diff: 2
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
O
7) The final step in the marketing process is capturing customer value in the form of profits and
customer equity.
FD
Answer: TRUE
Diff: 1
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Application of knowledge
O
8) What is marketing? Briefly describe the marketing process.
Answer: Marketing can be defined as the process by which companies create value for
customers and build strong customer relationships in order to capture value from customers in
C
return. The marketing process consists of five steps. In the first four steps, companies work to
understand consumers, create customer value, and build strong customer relationships. In the
final step, companies reap the rewards of creating superior customer value. By creating value for
consumers, they in turn capture value from consumers in the form of sales, profits, and long-term
customer equity.
Diff: 2
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
, @PROFDOCDIGITALLIBRARIES
9) Explain why marketing is not simply "making a sale."
Answer: Marketing is essentially satisfying customer needs. If marketers engage consumers
effectively, understands their needs, develops products that provide superior customer value, and
price, distribute, and promote them well, these products will sell easily. In fact, according to
management guru Peter Drucker, "The aim of marketing is to make selling unnecessary."
Diff: 3
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
10) are defined as states of felt deprivation.
A) Needs
B) Ideas
C) Demands
D) Values
E) Exchanges
Answer: A
Diff: 1
PR
LO: 1-2: Explain the importance of understanding the marketplace and customers and identify
the five core marketplace concepts.
AACSB: Analytical thinking
11) are the form human needs take as they are shaped by culture and individual
personality.
O
A) Wants
B) Necessities
C) Services
FD
D) Benefits
E) Risks
Answer: A
Diff: 1
LO: 1-2: Explain the importance of understanding the marketplace and customers and identify
O
the five core marketplace concepts.
AACSB: Analytical thinking
C
12) Abel now has the buying power to purchase the computer that he wanted to buy six months
ago. Abel's want has most likely become a .
A) need
B) value
C) demand
D) market offering
E) desire
Answer: C
Diff: 3
LO: 1-2: Explain the importance of understanding the marketplace and customers and identify
the five core marketplace concepts.
AACSB: Analytical thinking
TEST BANK
Marketing: An Introduction, Global Edition
Gary Armstrong; Philip Kotler
15th Edition
PR
O
FD
O
C
,@PROFDOCDIGITALLIBRARIES
Marketing: An Introduction, 15e (Armstrong)
Chapter 1: Marketing: Creating Customer Value and Engagement
1) Marketing, more than any other business function, deals with .
A) customers
B) sales
C) advertising
D) new products
E) brands
Answer: A
Diff: 1
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Application of knowledge
2) According to the five-step model of the marketing process, the first step in marketing is
.
PR
A) capturing value from customers to create profits and customer equity
B) constructing an integrated marketing program that delivers superior value
C) engaging customers, building profitable relationships, and creating customer delight
D) understanding the marketplace and customer needs and wants
E) designing a customer-driven marketing strategy
Answer: D
O
Diff: 2
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
FD
3) According to the five-step model of the marketing process, the final step in marketing is
.
A) capturing value from customers to create profits and customer equity
B) constructing an integrated marketing program that delivers superior value
O
C) engaging customers, building profitable relationships, and creating customer delight
D) understanding the marketplace and customer needs and wants
E) designing a customer-driven marketing strategy
C
Answer: A
Diff: 2
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
,@PROFDOCDIGITALLIBRARIES
4) For marketing to be effective, it must .
A) create a buying experience
B) help people connect with the people in their lives
C) create customer value
D) develop a culture of warmth and belonging
E) deliver high quality products
Answer: C
Diff: 3
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
5) A good definition of marketing is "telling and selling."
Answer: FALSE
Diff: 1
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
PR
6) Marketing is primarily concerned with engaging customers and secondarily with managing
profitable customer relationships.
Answer: FALSE
Diff: 2
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
O
7) The final step in the marketing process is capturing customer value in the form of profits and
customer equity.
FD
Answer: TRUE
Diff: 1
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Application of knowledge
O
8) What is marketing? Briefly describe the marketing process.
Answer: Marketing can be defined as the process by which companies create value for
customers and build strong customer relationships in order to capture value from customers in
C
return. The marketing process consists of five steps. In the first four steps, companies work to
understand consumers, create customer value, and build strong customer relationships. In the
final step, companies reap the rewards of creating superior customer value. By creating value for
consumers, they in turn capture value from consumers in the form of sales, profits, and long-term
customer equity.
Diff: 2
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
, @PROFDOCDIGITALLIBRARIES
9) Explain why marketing is not simply "making a sale."
Answer: Marketing is essentially satisfying customer needs. If marketers engage consumers
effectively, understands their needs, develops products that provide superior customer value, and
price, distribute, and promote them well, these products will sell easily. In fact, according to
management guru Peter Drucker, "The aim of marketing is to make selling unnecessary."
Diff: 3
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
10) are defined as states of felt deprivation.
A) Needs
B) Ideas
C) Demands
D) Values
E) Exchanges
Answer: A
Diff: 1
PR
LO: 1-2: Explain the importance of understanding the marketplace and customers and identify
the five core marketplace concepts.
AACSB: Analytical thinking
11) are the form human needs take as they are shaped by culture and individual
personality.
O
A) Wants
B) Necessities
C) Services
FD
D) Benefits
E) Risks
Answer: A
Diff: 1
LO: 1-2: Explain the importance of understanding the marketplace and customers and identify
O
the five core marketplace concepts.
AACSB: Analytical thinking
C
12) Abel now has the buying power to purchase the computer that he wanted to buy six months
ago. Abel's want has most likely become a .
A) need
B) value
C) demand
D) market offering
E) desire
Answer: C
Diff: 3
LO: 1-2: Explain the importance of understanding the marketplace and customers and identify
the five core marketplace concepts.
AACSB: Analytical thinking
