Marketing: Real People, Real Choices, 12e (Solomon)
Chapter 1 Welcome to Marketing in the Modern World
1) A ________ is the ultimate user of a good or service.
A) stakeholder
B) market
C) target market
D) marketer
E) consumer
Answer: E
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
2) ________ is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large.
A) Demand satisfaction
B) Competitive advantage building
C) Marketing
D) Total quality management
E) Value chain management
Answer: C
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
AACSB: Written and oral communication
3) The ________ consists of the tools an organization uses to create a desired response among a
set of predefined consumers.
A) sharing economy
B) market position
C) value proposition
D) marketplace
E) marketing mix
Answer: E
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
1
Copyright © 2025 Pearson Education, Inc.
,4) The four Ps are discussed as separate parts of a firm's marketing strategy, but product, price,
promotion, and place decisions are actually ________.
A) contradictory
B) interdependent
C) unrelated
D) disconnected
E) singular
Answer: B
Difficulty: Moderate
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
AACSB: Written and oral communication
5) Which of the following is a true statement about the four Ps of the marketing mix?
A) A decision about one of the Ps affects every other marketing-mix decision.
B) Price is always the most important of the four Ps.
C) Place is typically the least important of the four Ps.
D) The four Ps have little effect on a product's market position.
E) The four Ps are used to determine a product's target market.
Answer: A
Difficulty: Moderate
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
AACSB: Analytical thinking
6) Which of the following is part of the place element of the marketing mix?
A) a quality discount
B) a store coupon
C) a newspaper advertisement
D) a local retailer
E) publicity releases
Answer: D
Difficulty: Moderate
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
7) The customer's overall assessment of every interaction the customer has had with a business is
known as ________.
A) the customer experience
B) customer engagement
C) e-commerce
D) the marketing mix
E) collaborative consumption
Answer: A
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
2
Copyright © 2025 Pearson Education, Inc.
,8) ________ is the assignment of a product's value, or the amount the consumer must exchange
to receive the offering.
A) Promotion
B) Price
C) Benefit
D) Need
E) Utility
Answer: B
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
9) Free delivery of a good is considered part of which element of the marketing mix?
A) product
B) place
C) price
D) distribution
E) promotion
Answer: A
Difficulty: Moderate
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
AACSB: Written and oral communication
10) Marketing communication is also referred to as ________.
A) production
B) selling orientation
C) societal marketing
D) exchange
E) promotion
Answer: E
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
AACSB: Written and oral communication
11) For an exchange to occur, ________.
A) at least two people or organizations must be willing to make a trade, and each must have
something the other wants
B) there must be one winner and one loser
C) someone must make a financial profit
D) the item that is exchanged must be a tangible product
E) time utility must be created for the purchaser
Answer: A
Difficulty: Moderate
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
3
Copyright © 2025 Pearson Education, Inc.
,12) ________ refers to the availability of the product to the customer at the desired location and
time.
A) production
B) place
C) price
D) profit
E) promotion
Answer: B
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
AACSB: Reflective thinking
13) ________ are intangible products that we pay for and use but never own.
A) Consumer goods
B) Services
C) Industrial goods
D) E-commerce products
E) Value products
Answer: B
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
14) Steel and other items purchased for further processing are considered ________.
A) consumer services
B) consumer goods
C) value propositions
D) utilities
E) industrial goods
Answer: E
Difficulty: Moderate
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
15) ________ marketing is the marketing of goods and services from one organization to
another.
A) Distributive
B) Consumer
C) E-commerce
D) Business-to-business
E) Target
Answer: D
Difficulty: Moderate
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
4
Copyright © 2025 Pearson Education, Inc.
,16) ________ are organizations with charitable, educational, community, and other public
service goals that buy goods and services to support their functions and to attract and serve their
members.
A) Consumer organizations
B) Public organizations
C) Private organizations
D) Nonprofit organizations
E) For-profit organizations
Answer: D
Difficulty: Moderate
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
17) Marketers first identify consumer needs and then provide products that satisfy those needs.
This practice is referred to as ________.
A) the stakeholder orientation
B) the marketing concept
C) total quality management
D) collaborative consumption
E) the marketing mix
Answer: B
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
18) A customer is said to have a need when ________.
A) their desire to satisfy requirements in a specific way is culturally influenced
B) they receive a sought outcome through purchasing a product to satisfy a want
C) there is a recognition of some difference between their actual state and some ideal or desired
state
D) they have a desire for product and the means to obtain it
E) they have a desire for a product but are without the means to obtain it
Answer: C
Difficulty: Challenging
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
5
Copyright © 2025 Pearson Education, Inc.
, 19) A ________ is a desire for a particular product a consumer uses to satisfy a need in a specific
way that is culturally and socially influenced.
A) benefit
B) demand
C) value
D) utility
E) want
Answer: E
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
20) A ________ delivered by a product is the outcome that motivates a customer's buying
behavior.
A) benefit
B) demand
C) value
D) need
E) want
Answer: A
Difficulty: Moderate
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
21) Demand is defined to be customers' desires for products coupled with ________.
A) social influences as to which products to procure
B) cultural pressure to obtain particular products
C) the resources needed to obtain them
D) a location in which to conduct the transaction
E) some difference between their actual state and some ideal or desired state
Answer: C
Difficulty: Challenging
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
22) The usefulness or benefit that consumers receive from a product is ________.
A) utility
B) TQM
C) ROI
D) e-commerce
E) value
Answer: A
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
6
Copyright © 2025 Pearson Education, Inc.
Chapter 1 Welcome to Marketing in the Modern World
1) A ________ is the ultimate user of a good or service.
A) stakeholder
B) market
C) target market
D) marketer
E) consumer
Answer: E
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
2) ________ is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large.
A) Demand satisfaction
B) Competitive advantage building
C) Marketing
D) Total quality management
E) Value chain management
Answer: C
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
AACSB: Written and oral communication
3) The ________ consists of the tools an organization uses to create a desired response among a
set of predefined consumers.
A) sharing economy
B) market position
C) value proposition
D) marketplace
E) marketing mix
Answer: E
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
1
Copyright © 2025 Pearson Education, Inc.
,4) The four Ps are discussed as separate parts of a firm's marketing strategy, but product, price,
promotion, and place decisions are actually ________.
A) contradictory
B) interdependent
C) unrelated
D) disconnected
E) singular
Answer: B
Difficulty: Moderate
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
AACSB: Written and oral communication
5) Which of the following is a true statement about the four Ps of the marketing mix?
A) A decision about one of the Ps affects every other marketing-mix decision.
B) Price is always the most important of the four Ps.
C) Place is typically the least important of the four Ps.
D) The four Ps have little effect on a product's market position.
E) The four Ps are used to determine a product's target market.
Answer: A
Difficulty: Moderate
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
AACSB: Analytical thinking
6) Which of the following is part of the place element of the marketing mix?
A) a quality discount
B) a store coupon
C) a newspaper advertisement
D) a local retailer
E) publicity releases
Answer: D
Difficulty: Moderate
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
7) The customer's overall assessment of every interaction the customer has had with a business is
known as ________.
A) the customer experience
B) customer engagement
C) e-commerce
D) the marketing mix
E) collaborative consumption
Answer: A
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
2
Copyright © 2025 Pearson Education, Inc.
,8) ________ is the assignment of a product's value, or the amount the consumer must exchange
to receive the offering.
A) Promotion
B) Price
C) Benefit
D) Need
E) Utility
Answer: B
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
9) Free delivery of a good is considered part of which element of the marketing mix?
A) product
B) place
C) price
D) distribution
E) promotion
Answer: A
Difficulty: Moderate
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
AACSB: Written and oral communication
10) Marketing communication is also referred to as ________.
A) production
B) selling orientation
C) societal marketing
D) exchange
E) promotion
Answer: E
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
AACSB: Written and oral communication
11) For an exchange to occur, ________.
A) at least two people or organizations must be willing to make a trade, and each must have
something the other wants
B) there must be one winner and one loser
C) someone must make a financial profit
D) the item that is exchanged must be a tangible product
E) time utility must be created for the purchaser
Answer: A
Difficulty: Moderate
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
3
Copyright © 2025 Pearson Education, Inc.
,12) ________ refers to the availability of the product to the customer at the desired location and
time.
A) production
B) place
C) price
D) profit
E) promotion
Answer: B
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
AACSB: Reflective thinking
13) ________ are intangible products that we pay for and use but never own.
A) Consumer goods
B) Services
C) Industrial goods
D) E-commerce products
E) Value products
Answer: B
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
14) Steel and other items purchased for further processing are considered ________.
A) consumer services
B) consumer goods
C) value propositions
D) utilities
E) industrial goods
Answer: E
Difficulty: Moderate
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
15) ________ marketing is the marketing of goods and services from one organization to
another.
A) Distributive
B) Consumer
C) E-commerce
D) Business-to-business
E) Target
Answer: D
Difficulty: Moderate
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
4
Copyright © 2025 Pearson Education, Inc.
,16) ________ are organizations with charitable, educational, community, and other public
service goals that buy goods and services to support their functions and to attract and serve their
members.
A) Consumer organizations
B) Public organizations
C) Private organizations
D) Nonprofit organizations
E) For-profit organizations
Answer: D
Difficulty: Moderate
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
17) Marketers first identify consumer needs and then provide products that satisfy those needs.
This practice is referred to as ________.
A) the stakeholder orientation
B) the marketing concept
C) total quality management
D) collaborative consumption
E) the marketing mix
Answer: B
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
18) A customer is said to have a need when ________.
A) their desire to satisfy requirements in a specific way is culturally influenced
B) they receive a sought outcome through purchasing a product to satisfy a want
C) there is a recognition of some difference between their actual state and some ideal or desired
state
D) they have a desire for product and the means to obtain it
E) they have a desire for a product but are without the means to obtain it
Answer: C
Difficulty: Challenging
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
5
Copyright © 2025 Pearson Education, Inc.
, 19) A ________ is a desire for a particular product a consumer uses to satisfy a need in a specific
way that is culturally and socially influenced.
A) benefit
B) demand
C) value
D) utility
E) want
Answer: E
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
20) A ________ delivered by a product is the outcome that motivates a customer's buying
behavior.
A) benefit
B) demand
C) value
D) need
E) want
Answer: A
Difficulty: Moderate
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
21) Demand is defined to be customers' desires for products coupled with ________.
A) social influences as to which products to procure
B) cultural pressure to obtain particular products
C) the resources needed to obtain them
D) a location in which to conduct the transaction
E) some difference between their actual state and some ideal or desired state
Answer: C
Difficulty: Challenging
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
22) The usefulness or benefit that consumers receive from a product is ________.
A) utility
B) TQM
C) ROI
D) e-commerce
E) value
Answer: A
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
6
Copyright © 2025 Pearson Education, Inc.
