Marketing Management 14th Edition Te
G G G G
st Bank – Kotler G G G
MarketingGManagementG14thGEditionGTestGBankG–GKotler
Sample
MarketingGManagement,G14eG(Kotler/Keller)
ChapterG5GGGCreatingGLong-TermGLoyaltyGRelationships
1)GWhichGofGtheGfollowingGisGtrueGforGtheGmodernGcompanyGorganizationGchart?
A)GFrontlineGemployeesGareGlessGimportantGthanGtopGmanagement.
B)GCustomersGareGatGtheGtopGofGtheGpyramid.
C)GTopGmanagementGisGatGtheGtopGofGtheGpyramid.
D)GCustomersGareGlessGimportantGthanGmiddleGmanagement.
E)GFrontlineGemployeesGareGatGtheGtopGofGtheGpyramid.
Answer:GGB
PageGRef:G124
Objective:GG1
AACSB:GGReflectiveGthinking
Difficulty:GGEasy
2)GInGtheGmodernGcustomer-
orientedGorganizationalGchart,GwhichGofGtheGfollowingGisGconsideredGtoGbeGatGtheGtop
GofGtheGorganizationalGpyramid?
A)Gsales
B)GtopGmanagement
C)Gfront-lineGpeople
D)Gcustomers
,E)GmiddleGmanagement
Answer:GGD
PageGRef:G124
Objective:GG1
Difficulty:GGEasy
3)GInGaGmodernGcustomer-
orientedGorganizationGchart,GtheG________GofGanGorganizationGimmediatelyGfollowGth
eGcustomerGsegment.
A)GtopGmanagement
B)GmarketingGdepartment
C)GmiddleGmanagement
D)GfrontlineGpeople
E)GlowerGmanagement
Answer:GGD
PageGRef:G124
Objective:GG1
AACSB:GGAnalyticGskills
Difficulty:GGEasy
4)G________GisGtheGdifferenceGbetweenGtheGprospectiveGcustomer’sGevaluationGofGall
GtheGbenefitsGandGallGtheGcostsGofGanGofferingGandGtheGperceivedGalternatives.
A)GPerceivedGusefulness
B)GFailureGavoidanceGrate
C)GTotalGcustomerGbenefit
D)GCustomer-perceivedGvalue
E)GCompetitors’GmarketGshareGrate
,Answer:GGD
PageGRef:G125
Objective:GG1
AACSB:GGAnalyticGskills
Difficulty:GGEasy
5)GWhenGaGconsumerGconsidersGaGproductGorGservice,GheGorGsheGwillGchooseGwhiche
verGproductGorGserviceGdeliversGtheGhighestG________.
A)Gcustomer-perceivedGvalue
B)Gcustomer-perceivedGcost
C)GcustomerGprofitabilityGanalysis
D)GcustomerGequity
E)GcustomerGlifetimeGvalue
Answer:GGA
PageGRef:G125
Objective:GG1
AACSB:GGAnalyticGskills
Difficulty:GGEasy
6)G________GisGtheGperceivedGmonetaryGvalueGofGtheGbundleGofGeconomic,Gfunctiona
l,GandGpsychologicalGbenefitsGcustomersGexpectGfromGaGgivenGmarketGoffering.
A)GTotalGcustomerGcost
B)GTotalGcustomerGbenefit
C)GTotalGbenefitsGofGownership
D)GValueGproposition
E)GValueGdeliveryGsystem
, Answer:GGB
PageGRef:G125
Objective:GG1
AACSB:GGAnalyticGskills
Difficulty:GGEasy
7)GTheGbundleGofGcostsGcustomersGexpectGtoGincurGinGevaluating,Gobtaining,Gusing,Ga
ndGdisposingGofGtheGgivenGmarketGofferingGisGcalledGtheG________.
A)Gactivity-basedGcost
B)GcustomerGprofitabilityGanalysis
C)GtotalGcustomerGcost
D)GproductGlife-cycleGcost
E)GdirectGproductGprofitability
Answer:GGC
PageGRef:G125
Objective:GG1
AACSB:GGAnalyticGskills
Difficulty:GGEasy
8)GWhichGofGtheGfollowingGisGtrueGforGcustomer-perceivedGvalue?
A)GItGisGtheGperceivedGmonetaryGvalueGofGtheGbundleGofGeconomic,Gfunctional,GandGp
sychologicalGbenefitsGcustomersGexpectGfromGaGproduct.
B)GItGisGtheGdifferenceGbetweenGtheGprospectiveGcustomer’sGevaluationGofGallGtheGben
efitsGandGallGtheGcostsGofGanGofferingGandGtheGperceivedGalternatives.
C)GItGisGtheGperceivedGbundleGofGcostsGcustomersGexpectGtoGincurGinGevaluating,Gobta
ining,Gusing,GandGdisposingGofGtheGgivenGmarketGoffering.
D)GItGisGtheGnetGpresentGvalueGofGtheGstreamGofGfutureGprofitsGexpectedGoverGtheGcust
omer’sGlifetimeGpurchases.
G G G G
st Bank – Kotler G G G
MarketingGManagementG14thGEditionGTestGBankG–GKotler
Sample
MarketingGManagement,G14eG(Kotler/Keller)
ChapterG5GGGCreatingGLong-TermGLoyaltyGRelationships
1)GWhichGofGtheGfollowingGisGtrueGforGtheGmodernGcompanyGorganizationGchart?
A)GFrontlineGemployeesGareGlessGimportantGthanGtopGmanagement.
B)GCustomersGareGatGtheGtopGofGtheGpyramid.
C)GTopGmanagementGisGatGtheGtopGofGtheGpyramid.
D)GCustomersGareGlessGimportantGthanGmiddleGmanagement.
E)GFrontlineGemployeesGareGatGtheGtopGofGtheGpyramid.
Answer:GGB
PageGRef:G124
Objective:GG1
AACSB:GGReflectiveGthinking
Difficulty:GGEasy
2)GInGtheGmodernGcustomer-
orientedGorganizationalGchart,GwhichGofGtheGfollowingGisGconsideredGtoGbeGatGtheGtop
GofGtheGorganizationalGpyramid?
A)Gsales
B)GtopGmanagement
C)Gfront-lineGpeople
D)Gcustomers
,E)GmiddleGmanagement
Answer:GGD
PageGRef:G124
Objective:GG1
Difficulty:GGEasy
3)GInGaGmodernGcustomer-
orientedGorganizationGchart,GtheG________GofGanGorganizationGimmediatelyGfollowGth
eGcustomerGsegment.
A)GtopGmanagement
B)GmarketingGdepartment
C)GmiddleGmanagement
D)GfrontlineGpeople
E)GlowerGmanagement
Answer:GGD
PageGRef:G124
Objective:GG1
AACSB:GGAnalyticGskills
Difficulty:GGEasy
4)G________GisGtheGdifferenceGbetweenGtheGprospectiveGcustomer’sGevaluationGofGall
GtheGbenefitsGandGallGtheGcostsGofGanGofferingGandGtheGperceivedGalternatives.
A)GPerceivedGusefulness
B)GFailureGavoidanceGrate
C)GTotalGcustomerGbenefit
D)GCustomer-perceivedGvalue
E)GCompetitors’GmarketGshareGrate
,Answer:GGD
PageGRef:G125
Objective:GG1
AACSB:GGAnalyticGskills
Difficulty:GGEasy
5)GWhenGaGconsumerGconsidersGaGproductGorGservice,GheGorGsheGwillGchooseGwhiche
verGproductGorGserviceGdeliversGtheGhighestG________.
A)Gcustomer-perceivedGvalue
B)Gcustomer-perceivedGcost
C)GcustomerGprofitabilityGanalysis
D)GcustomerGequity
E)GcustomerGlifetimeGvalue
Answer:GGA
PageGRef:G125
Objective:GG1
AACSB:GGAnalyticGskills
Difficulty:GGEasy
6)G________GisGtheGperceivedGmonetaryGvalueGofGtheGbundleGofGeconomic,Gfunctiona
l,GandGpsychologicalGbenefitsGcustomersGexpectGfromGaGgivenGmarketGoffering.
A)GTotalGcustomerGcost
B)GTotalGcustomerGbenefit
C)GTotalGbenefitsGofGownership
D)GValueGproposition
E)GValueGdeliveryGsystem
, Answer:GGB
PageGRef:G125
Objective:GG1
AACSB:GGAnalyticGskills
Difficulty:GGEasy
7)GTheGbundleGofGcostsGcustomersGexpectGtoGincurGinGevaluating,Gobtaining,Gusing,Ga
ndGdisposingGofGtheGgivenGmarketGofferingGisGcalledGtheG________.
A)Gactivity-basedGcost
B)GcustomerGprofitabilityGanalysis
C)GtotalGcustomerGcost
D)GproductGlife-cycleGcost
E)GdirectGproductGprofitability
Answer:GGC
PageGRef:G125
Objective:GG1
AACSB:GGAnalyticGskills
Difficulty:GGEasy
8)GWhichGofGtheGfollowingGisGtrueGforGcustomer-perceivedGvalue?
A)GItGisGtheGperceivedGmonetaryGvalueGofGtheGbundleGofGeconomic,Gfunctional,GandGp
sychologicalGbenefitsGcustomersGexpectGfromGaGproduct.
B)GItGisGtheGdifferenceGbetweenGtheGprospectiveGcustomer’sGevaluationGofGallGtheGben
efitsGandGallGtheGcostsGofGanGofferingGandGtheGperceivedGalternatives.
C)GItGisGtheGperceivedGbundleGofGcostsGcustomersGexpectGtoGincurGinGevaluating,Gobta
ining,Gusing,GandGdisposingGofGtheGgivenGmarketGoffering.
D)GItGisGtheGnetGpresentGvalueGofGtheGstreamGofGfutureGprofitsGexpectedGoverGtheGcust
omer’sGlifetimeGpurchases.
