TEST BANK FOR
Marketing Management, 17th edition Philip Kotler Kevin Lane Keller Alexander Chernev
Copyright 2026
Chapter 1-21
Chapter 1 Defining Marketing for the New Realities
1) Which of these is an accurate characterization of the contemporary view of marketing?
A) Marketing is synonymous with selling.
B) With the rise of social commerce, company-driven marketing is no longer important.
C) Marketing's emphasis within the firm continues to decline.
D) To improve efficiency, most firms now restrict marketing activities within the "official"
boundaries of the marketing department.
E) Marketing is about identifying and meeting human and social needs in a way that harmonizes
with the goals of the organization.
Answer: E
Diff: 3
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
2) With regard to the selling function, what did Peter Drucker have to say about the aim of
marketing?
A) Selling should replace marketing.
B) Selling should have equal importance in the corporate hierarchy.
C) To know and understand the customer so well that the product or service fits the individual and
sells itself.
D) The sales function should set strategy, while the marketing function owns tactics.
E) Selling and marketing are synonymous.
Answer: C
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
3) Which of these was identified as a key reason why Toyota had a hit with the Prius and Apple
with the iPad?
A) Both companies designed the right product based on thoughtful research.
B) Both products were flukes that happened to hit the market at the right time.
C) Neither product led its category, but both were sold aggressively.
D) Both products underpriced their competition.
E) American consumers have enough disposable income to afford luxury gadgets.
Answer: A
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
1
.
,4) Which of these entities represent the largest fraction of the U.S. economy?
A) Experiences
B) Services
C) Goods
D) Events
E) Places
Answer: B
Diff: 1
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
5) Which of the following marketing domains is represented by the phrase "What Happens Here,
Stays Here"?
A) Organizations
B) Persons
C) Events
D) Places
E) Experiences
Answer: D
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
6) A public service announcement (PSA) encouraging people to wear masks during a pandemic
outbreak represents what kind of marketing domain?
A) Ideas
B) Services
C) Experiences
D) Information
E) Social good
Answer: A
Diff: 3
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
7) Which of these is NOT one of the ten marketing domains?
A) Ideas
B) Places
C) Entities
D) Events
E) People
Answer: C
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
2
.
,8) How does successful marketing create jobs?
A) By raising the standard of living
B) By encouraging conspicuous consumption
C) By increasing brand equity
D) By promoting capitalism
E) By building consumer and business demand
Answer: E
Diff: 3
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
9) Which of the following is the starting point and the ultimate goal of the marketing function?
A) Sales generation
B) Efficiency
C) Resource allocation
D) Value creation
E) Idea generation
Answer: D
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
10) The decline of companies such as Yahoo! and Blockbuster can be attributed at least in part to
which of these marketing mistakes?
A) Failing to update their business model
B) Failing to articulate a clear customer message
C) Overpricing in a declining economy
D) Confusing markets with unclear corporate branding
E) Failing to use marketing intermediaries effectively
Answer: A
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
11) Which of these reasons was identified as a success factor for the British firm RB (formerly
Reckitt Benckiser)?
A) Strong sales teams
B) Emotional advertising
C) Culture of innovation
D) Government subsidies
E) Undercutting competitors on prices
Answer: C
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
3
.
,12) Which of these is a reason senior management should encourage fresh ideas from
underrepresented groups of employees?
A) To challenge company orthodoxy
B) To lower costs by engaging lower-paid worker in research
C) To avoid charges of discrimination
D) To copy what benchmark competitors are doing
E) To promote employee morale
Answer: A
Diff: 1
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
13) Which of the following statements about marketing is true?
A) Marketing is of little importance when products are standardized.
B) Selling is only the tip of the marketing iceberg with respect to marketing.
C) Marketing helps to build a loyal customer base but has no impact on a firm's intangible assets.
D) Marketing is more important for bigger organizations than smaller ones.
E) Effective marketing is seldom necessary for nonprofit organizations.
Answer: B
Diff: 1
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
14) ________ management is the art and science of choosing target markets and getting, keeping,
and growing customers through creating, delivering, and communicating superior customer value.
A) Marketing
B) Knowledge
C) Operations
D) Strategic
E) Distribution
Answer: A
Diff: 1
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
4
.
,15) Which of the following statements about marketing is the most accurate?
A) It is primarily concerned with the systematic gathering, recording, and analysis of data about
issues related to marketing products and services.
B) It focuses mostly on monitoring the profitability of a company's products and services.
C) It focuses solely on attaining an organization's sales goals.
D) It is defined as the field that deals with planning and managing a business at the highest level of
corporate hierarchy.
E) It permeates all aspects of society.
Answer: E
Diff: 3
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
16) A social definition of marketing says ________.
A) effective marketing requires companies to remove intermediaries to achieve a closer
connection with direct consumers
B) a company should focus exclusively on achieving high production efficiency, low costs, and
mass distribution to facilitate the broadest possible access to the company's products
C) marketing is the process by which individuals and groups obtain what they need and want
through creating, offering, and freely exchanging products and services of value with others
D) marketing is the process of extracting the maximum value from consumers to facilitate
corporate growth
E) marketing is the process of aggressive selling and promotion to encourage the purchase of
products that might otherwise be unsought by the consumer
Answer: C
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
17) Jamal planned his vacation and booked a hotel room. Which marketing domain does this
transaction represent?
A) Event
B) Idea
C) Service
D) Person
E) Organization
Answer: C
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
5
.
, 18) As economies advance, a growing proportion of the economy's activities focuses on the
production of ________.
A) products
B) events
C) experiences
D) luxury goods
E) services
Answer: E
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
19) Car rental firms, hair stylists, and management consultants provide ________.
A) goods
B) experiences
C) events
D) services
E) information
Answer: D
Diff: 1
LO: 1.1: Define the scope of marketing.
AACSB: Application of knowledge
20) Soccer's World Cup is promoted aggressively to both companies and fans. This is an example
of marketing a(n) ________.
A) idea
B) place
C) person
D) event
E) service
Answer: D
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Application of knowledge
21) The "Malaysia, Truly Asia" ad campaign that showcased Malaysia's beautiful landscape and
its multicultural society in order to attract tourists is an example of ________ marketing.
A) event
B) property
C) service
D) place
E) idea
Answer: D
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Application of knowledge
6
.
Marketing Management, 17th edition Philip Kotler Kevin Lane Keller Alexander Chernev
Copyright 2026
Chapter 1-21
Chapter 1 Defining Marketing for the New Realities
1) Which of these is an accurate characterization of the contemporary view of marketing?
A) Marketing is synonymous with selling.
B) With the rise of social commerce, company-driven marketing is no longer important.
C) Marketing's emphasis within the firm continues to decline.
D) To improve efficiency, most firms now restrict marketing activities within the "official"
boundaries of the marketing department.
E) Marketing is about identifying and meeting human and social needs in a way that harmonizes
with the goals of the organization.
Answer: E
Diff: 3
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
2) With regard to the selling function, what did Peter Drucker have to say about the aim of
marketing?
A) Selling should replace marketing.
B) Selling should have equal importance in the corporate hierarchy.
C) To know and understand the customer so well that the product or service fits the individual and
sells itself.
D) The sales function should set strategy, while the marketing function owns tactics.
E) Selling and marketing are synonymous.
Answer: C
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
3) Which of these was identified as a key reason why Toyota had a hit with the Prius and Apple
with the iPad?
A) Both companies designed the right product based on thoughtful research.
B) Both products were flukes that happened to hit the market at the right time.
C) Neither product led its category, but both were sold aggressively.
D) Both products underpriced their competition.
E) American consumers have enough disposable income to afford luxury gadgets.
Answer: A
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
1
.
,4) Which of these entities represent the largest fraction of the U.S. economy?
A) Experiences
B) Services
C) Goods
D) Events
E) Places
Answer: B
Diff: 1
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
5) Which of the following marketing domains is represented by the phrase "What Happens Here,
Stays Here"?
A) Organizations
B) Persons
C) Events
D) Places
E) Experiences
Answer: D
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
6) A public service announcement (PSA) encouraging people to wear masks during a pandemic
outbreak represents what kind of marketing domain?
A) Ideas
B) Services
C) Experiences
D) Information
E) Social good
Answer: A
Diff: 3
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
7) Which of these is NOT one of the ten marketing domains?
A) Ideas
B) Places
C) Entities
D) Events
E) People
Answer: C
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
2
.
,8) How does successful marketing create jobs?
A) By raising the standard of living
B) By encouraging conspicuous consumption
C) By increasing brand equity
D) By promoting capitalism
E) By building consumer and business demand
Answer: E
Diff: 3
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
9) Which of the following is the starting point and the ultimate goal of the marketing function?
A) Sales generation
B) Efficiency
C) Resource allocation
D) Value creation
E) Idea generation
Answer: D
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
10) The decline of companies such as Yahoo! and Blockbuster can be attributed at least in part to
which of these marketing mistakes?
A) Failing to update their business model
B) Failing to articulate a clear customer message
C) Overpricing in a declining economy
D) Confusing markets with unclear corporate branding
E) Failing to use marketing intermediaries effectively
Answer: A
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
11) Which of these reasons was identified as a success factor for the British firm RB (formerly
Reckitt Benckiser)?
A) Strong sales teams
B) Emotional advertising
C) Culture of innovation
D) Government subsidies
E) Undercutting competitors on prices
Answer: C
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
3
.
,12) Which of these is a reason senior management should encourage fresh ideas from
underrepresented groups of employees?
A) To challenge company orthodoxy
B) To lower costs by engaging lower-paid worker in research
C) To avoid charges of discrimination
D) To copy what benchmark competitors are doing
E) To promote employee morale
Answer: A
Diff: 1
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
13) Which of the following statements about marketing is true?
A) Marketing is of little importance when products are standardized.
B) Selling is only the tip of the marketing iceberg with respect to marketing.
C) Marketing helps to build a loyal customer base but has no impact on a firm's intangible assets.
D) Marketing is more important for bigger organizations than smaller ones.
E) Effective marketing is seldom necessary for nonprofit organizations.
Answer: B
Diff: 1
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
14) ________ management is the art and science of choosing target markets and getting, keeping,
and growing customers through creating, delivering, and communicating superior customer value.
A) Marketing
B) Knowledge
C) Operations
D) Strategic
E) Distribution
Answer: A
Diff: 1
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
4
.
,15) Which of the following statements about marketing is the most accurate?
A) It is primarily concerned with the systematic gathering, recording, and analysis of data about
issues related to marketing products and services.
B) It focuses mostly on monitoring the profitability of a company's products and services.
C) It focuses solely on attaining an organization's sales goals.
D) It is defined as the field that deals with planning and managing a business at the highest level of
corporate hierarchy.
E) It permeates all aspects of society.
Answer: E
Diff: 3
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
16) A social definition of marketing says ________.
A) effective marketing requires companies to remove intermediaries to achieve a closer
connection with direct consumers
B) a company should focus exclusively on achieving high production efficiency, low costs, and
mass distribution to facilitate the broadest possible access to the company's products
C) marketing is the process by which individuals and groups obtain what they need and want
through creating, offering, and freely exchanging products and services of value with others
D) marketing is the process of extracting the maximum value from consumers to facilitate
corporate growth
E) marketing is the process of aggressive selling and promotion to encourage the purchase of
products that might otherwise be unsought by the consumer
Answer: C
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
17) Jamal planned his vacation and booked a hotel room. Which marketing domain does this
transaction represent?
A) Event
B) Idea
C) Service
D) Person
E) Organization
Answer: C
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
5
.
, 18) As economies advance, a growing proportion of the economy's activities focuses on the
production of ________.
A) products
B) events
C) experiences
D) luxury goods
E) services
Answer: E
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
19) Car rental firms, hair stylists, and management consultants provide ________.
A) goods
B) experiences
C) events
D) services
E) information
Answer: D
Diff: 1
LO: 1.1: Define the scope of marketing.
AACSB: Application of knowledge
20) Soccer's World Cup is promoted aggressively to both companies and fans. This is an example
of marketing a(n) ________.
A) idea
B) place
C) person
D) event
E) service
Answer: D
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Application of knowledge
21) The "Malaysia, Truly Asia" ad campaign that showcased Malaysia's beautiful landscape and
its multicultural society in order to attract tourists is an example of ________ marketing.
A) event
B) property
C) service
D) place
E) idea
Answer: D
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Application of knowledge
6
.
