Digital Marketing Strategic Planning and Integration 1st Edition Hanlon Test Bank.pdf

Test Bank for Marketing Management n n n n




15thEdition by Keller & Kotler n n n n




Marketing Management, 15e (Kotler)n n n


Chapter 2 Developing Marketing Strategies and Plans
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B) strategic marketing plan n n


C) corporate tactical plan n n


D) corporate 1) The task of any business is to
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A) create customer needs n n


B) differentiate in terms of cost of production n n n n n n


C) deliver customer value at a profit
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D) reduce competition n


E) communicate similar value as provided by competitors n n n n n n n


Answer: C
Diff: 1
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LO:
2.1: How does marketing affect customer value?
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AACSB: Reflective thinking n




2) What is the traditional view of marketing?
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A) Firms should just focus on production because if the products are good then th
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ey will automatically sell.
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B) Firms should just focus on production and selling because marketing occurs as a p
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art of the selling process.
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C) Firms should have a proper marketing team that can increase consumers' a
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wareness of their products and rouse their interest in them.
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D) Firms should price their products as low as possible so that marketing them b
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ecomes easy. n


E) Firms should remember that promotion is the most important of the four Ps. A
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nswer: B
Diff: 1
n


LO:
2.1: How does marketing affect customer value?
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AACSB: Reflective thinking n




3) The value delivery process can be divided into three phases, out of which "
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1

, Test Bank for Marketing Management
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15thEdition by Keller & Kotler n n n n


choosing the value" implies
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, which is the essence of strategic marketing.
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2

, Test Bank for Marketing Management
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15thEdition by Keller & Kotler n n n n




A) segmentation, developing, and delivering
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B) targeting, positioning, and communicating
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C) targeting, positioning, and delivering
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D) segmentation, targeting, and positioning
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E) researching, developing, and delivering
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Answer: D
Diff: 1
n


LO:
2.1: How does marketing affect customer value?
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AACSB: Reflective thinking n




3

, Test Bank for Marketing Management
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15thEdition by Keller & Kotler n n n n




4) Apex Corporation is one of the best in its industry in terms of costs and perfor
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mance. Many companies in its industry will probably consider Apex as a
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.
A) pioneer
B) benchmark
C) target for acquisition
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D) future supplier n


E) sounding board for ideas n n n n


Answer: B
Diff: 1 n


LO:
2.1: How does marketing affect customer value?
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AACSB: Application of knowledge n n




5) James Frank has been put in charge of gathering marketing intelligence, disse
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minating it within his organization, and eventually directing action on the inform
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ation. Mr. Frank's task is best described as part of the
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A) market-sensing
B) new-offering realization n


C) customer acquisition n


D) customer relationship management n n


E) fulfillment management n


Answer: A
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Diff: 3 n


LO:
2.1: How does marketing affect customer value? AA
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CSB: Analytical thinking; Application of knowledge n n n n




6) When a customer places an order at BookBox.com, the company processes the c
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ustomer's payment information, sends the order to the nearest warehouse, and ship
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s the order via FedEx. This is best described as the
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A) market-sensing
B) customer acquisition n


C) customer relationship management n n


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