Test-Bank-for-Marketing-Management-15th-Edition-by-Philip-Kotler-Kevin-Lane-Keller
Test-Bank-for-Marketing-Management-15th-Edition-by-
Philip-Kotler-Kevin-Lane-Keller
[Type here] [Type here]
Chapter 2 h Developing Marketing Strategies and Plans h h h h
B) strategic marketing plan h h
C) corporate tactical plan h h
D) corporate 1) The task of any business is to
h h . h h h h h h
A) create customer needs h h
B) differentiate in terms of cost of production h h h h h h
C) deliver customer value at a profit
h h h h h
D) reduce competition h
E) communicate similar value as provided by competitors h h h h h h h
Answer: C
Diff: 1 h
LO:
2.1: How does marketing affect customer value?
h h h h h h h
AACSB: Reflective thinking h
2) What is the traditional view of marketing?
h h h h h h
A) Firms should just focus on production because if the products are good thenth
h h h h h h h h h h h h h
ey will automatically sell.
h h h
B) Firms should just focus on production and selling because marketing occurs as apa
h h h h h h h h h h h h h
rt of the selling process.
h h h h
C) Firms should have a proper marketing team that can increase consumers'a
h h h h h h h h h h h
wareness of their products and rouse their interest in them.
h h h h h h h h h
D) Firms should price their products as low as possible so that marketing thembe
h h h h h h h h h h h h h
comes easy. h
E) Firms should remember that promotion is the most important of the four Ps.A
h h h h h h h h h h h h h
nswer: B
Diff: 1 h
LO:
2.1: How does marketing affect customer value?
h h h h h h h
AACSB: Reflective thinking h
3) The value delivery process can be divided into three phases, out of which"c
h h h h h h h h h h h h h
hoosing the value" implies
h h h
1
,Test-Bank-for-Marketing-Management-15th-Edition-by-Philip-Kotler-Kevin-Lane-Keller
Test-Bank-for-Marketing-Management-15th-Edition-by-
Philip-Kotler-Kevin-Lane-Keller
[Type here] [Type here]
, which is the essence of strategic marketing.
h h h h h h h
2
,Test-Bank-for-Marketing-Management-15th-Edition-by-Philip-Kotler-Kevin-Lane-Keller
Test-Bank-for-Marketing-Management-15th-Edition-by-
Philip-Kotler-Kevin-Lane-Keller
[Type here] [Type here]
A) segmentation, developing, and delivering
h h h
B) targeting, positioning, and communicating
h h h
C) targeting, positioning, and delivering
h h h
D) segmentation, targeting, and positioning
h h h
E) researching, developing, and delivering
h h h h
Answer: D
Diff: 1
h
LO:
2.1: How does marketing affect customer value?
h h h h h h h
AACSB: Reflective thinking h
3
, Test-Bank-for-Marketing-Management-15th-Edition-by-Philip-Kotler-Kevin-Lane-Keller
Test-Bank-for-Marketing-Management-15th-Edition-by-
Philip-Kotler-Kevin-Lane-Keller
[Type here] [Type here]
4) Apex Corporation is one of the best in its industry in terms of costs and perfor
h h h h h h h h h h h h h h h
mance. Many companies in its industry will probably consider Apex as a
h h h h h h h h h h h
h .
A) pioneer
B) benchmark
C) target for acquisition h h
D) future supplier h
E) sounding board for ideas h h h h
Answer: B
Diff: 1 h
LO:
2.1: How does marketing affect customer value?
h h h h h h h
AACSB: Application of knowledge h h
5) James Frank has been put in charge of gathering marketing intelligence, disse
h h h h h h h h h h h
minating it within his organization, and eventually directing action on the inform
h h h h h h h h h h h
ation. Mr. Frank's task is best described as part of the
h h h process. h h h h h h h
A) market-sensing
B) new-offering realization h
C) customer acquisition h
D) customer relationship management h h
E) fulfillment management h h
Answer: A
Diff: 3 h
LO:
2.1: How does marketing affect customer value? AA
h h h h h h h
CSB: Analytical thinking; Application of knowledge h h h h
6) When a customer places an order at BookBox.com, the company processes thec
h h h h h h h h h h h h
ustomer's payment information, sends the order to the nearest warehouse, and ships
h h h h h h h h h h h
the order via FedEx. This is best described as the
h h h h process. h h h h h h
A) market-sensing
B) customer acquisition h
C) customer relationship management h h
4
Test-Bank-for-Marketing-Management-15th-Edition-by-
Philip-Kotler-Kevin-Lane-Keller
[Type here] [Type here]
Chapter 2 h Developing Marketing Strategies and Plans h h h h
B) strategic marketing plan h h
C) corporate tactical plan h h
D) corporate 1) The task of any business is to
h h . h h h h h h
A) create customer needs h h
B) differentiate in terms of cost of production h h h h h h
C) deliver customer value at a profit
h h h h h
D) reduce competition h
E) communicate similar value as provided by competitors h h h h h h h
Answer: C
Diff: 1 h
LO:
2.1: How does marketing affect customer value?
h h h h h h h
AACSB: Reflective thinking h
2) What is the traditional view of marketing?
h h h h h h
A) Firms should just focus on production because if the products are good thenth
h h h h h h h h h h h h h
ey will automatically sell.
h h h
B) Firms should just focus on production and selling because marketing occurs as apa
h h h h h h h h h h h h h
rt of the selling process.
h h h h
C) Firms should have a proper marketing team that can increase consumers'a
h h h h h h h h h h h
wareness of their products and rouse their interest in them.
h h h h h h h h h
D) Firms should price their products as low as possible so that marketing thembe
h h h h h h h h h h h h h
comes easy. h
E) Firms should remember that promotion is the most important of the four Ps.A
h h h h h h h h h h h h h
nswer: B
Diff: 1 h
LO:
2.1: How does marketing affect customer value?
h h h h h h h
AACSB: Reflective thinking h
3) The value delivery process can be divided into three phases, out of which"c
h h h h h h h h h h h h h
hoosing the value" implies
h h h
1
,Test-Bank-for-Marketing-Management-15th-Edition-by-Philip-Kotler-Kevin-Lane-Keller
Test-Bank-for-Marketing-Management-15th-Edition-by-
Philip-Kotler-Kevin-Lane-Keller
[Type here] [Type here]
, which is the essence of strategic marketing.
h h h h h h h
2
,Test-Bank-for-Marketing-Management-15th-Edition-by-Philip-Kotler-Kevin-Lane-Keller
Test-Bank-for-Marketing-Management-15th-Edition-by-
Philip-Kotler-Kevin-Lane-Keller
[Type here] [Type here]
A) segmentation, developing, and delivering
h h h
B) targeting, positioning, and communicating
h h h
C) targeting, positioning, and delivering
h h h
D) segmentation, targeting, and positioning
h h h
E) researching, developing, and delivering
h h h h
Answer: D
Diff: 1
h
LO:
2.1: How does marketing affect customer value?
h h h h h h h
AACSB: Reflective thinking h
3
, Test-Bank-for-Marketing-Management-15th-Edition-by-Philip-Kotler-Kevin-Lane-Keller
Test-Bank-for-Marketing-Management-15th-Edition-by-
Philip-Kotler-Kevin-Lane-Keller
[Type here] [Type here]
4) Apex Corporation is one of the best in its industry in terms of costs and perfor
h h h h h h h h h h h h h h h
mance. Many companies in its industry will probably consider Apex as a
h h h h h h h h h h h
h .
A) pioneer
B) benchmark
C) target for acquisition h h
D) future supplier h
E) sounding board for ideas h h h h
Answer: B
Diff: 1 h
LO:
2.1: How does marketing affect customer value?
h h h h h h h
AACSB: Application of knowledge h h
5) James Frank has been put in charge of gathering marketing intelligence, disse
h h h h h h h h h h h
minating it within his organization, and eventually directing action on the inform
h h h h h h h h h h h
ation. Mr. Frank's task is best described as part of the
h h h process. h h h h h h h
A) market-sensing
B) new-offering realization h
C) customer acquisition h
D) customer relationship management h h
E) fulfillment management h h
Answer: A
Diff: 3 h
LO:
2.1: How does marketing affect customer value? AA
h h h h h h h
CSB: Analytical thinking; Application of knowledge h h h h
6) When a customer places an order at BookBox.com, the company processes thec
h h h h h h h h h h h h
ustomer's payment information, sends the order to the nearest warehouse, and ships
h h h h h h h h h h h
the order via FedEx. This is best described as the
h h h h process. h h h h h h
A) market-sensing
B) customer acquisition h
C) customer relationship management h h
4
