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TEST BANK Principles of Marketing 14th Edition Philip Kotler and Gary Armstrong

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1) All of the following are accurate descriptions of modern marketing EXCEPT which one?
A) Marketing is the creation of value for customers.
B) Marketing is managing profitable customer relationships.
C) Selling and advertising are synonymous (đồng nghĩa) with marketing.
D) Marketing involves satisfying customers' needs.
E) Marketing is used by for-profit and not-for-profit organizations.
Answer: C
Diff: 2 Page Ref: 4-5
Skill: Concept
Objective: 1-1
2) According to management guru Peter Drucker, "The aim of marketing is to ________."
A) create customer value
B) identify customer demands
C) make selling unnecessary (superfluous-ko cần thiết)
D) set realistic customer expectations
E) sell products
Answer: C
Diff: 2 Page Ref: 5
Skill: Concept
Objective: 1-1
3) ________ is defined as a social and managerial process by which individuals and
organizations obtain what they need and want through value creation and exchange.
A) Selling
B) Advertising
C) Bartering
D) Marketing
E) Negotiating
Answer: D
Diff: 2 Page Ref: 5
Skill: Concept
Objective: 1-1
1
Copyright © 2012 Pearson Education, Inc.
4) Which steps of the five-step marketing process are about understanding customers, creating
customer value, and building strong customer relationships?
A) the first two only
B) the first three only
C) the first four only
D) the last three only
E) the last four only
Answer: C
Diff: 2 Page Ref: 5
Skill: Concept
Objective: 1-1
5) According to the simple five-step model of the marketing process, a company needs to
________ before designing a customer-driven marketing strategy.
A) determine how to deliver superior value
B) build profitable relationships with customers
C) use customer relationship management to create full partnerships with key customers
D) understand the marketplace and customer needs and wants
E) construct key components of a marketing program
Answer: D
Diff: 2 Page Ref: 5
Skill: Concept
Objective: 1-1
6) ________ are human needs as shaped by individual personality and culture.
A) Needs
B) Wants
C) Demands
D) Values
E) Exchanges
Answer: B
Diff: 1 Page Ref: 6
Skill: Concept
Objective: 1-2
7) When backed by buying power, wants become ________.
A) social needs
B) demands
C) physical needs
D) self-esteem needs
E) exchanges
Answer: B
Diff: 1 Page Ref: 6
Skill: Concept
Objective: 1-2
2
Copyright © 2012 Pearson Education, Inc.
8) A(n) ________ is some combination of products, services, information, or experiences offered
to consumers to satisfy a need or want.
A) market offering (cung cấp cho thị trg`)
B) value proposition
C) demand satisfaction
D) need proposition
E) evoked set
Answer: A
Diff: 1 Page Ref: 6
Skill: Concept
Objective: 1-2
9) Which of the following refers to sellers being preoccupied with their own products and losing
sight of underlying consumer needs?
A) selling myopia
B) marketing management
C) value proposition
D) marketing myopia (tiếp thị thiển cận)
E) the product concept
Answer: D
Diff: 1 Page Ref: 7
Skill: Concept
Objective: 1-2
10) When marketers set low expectations for a market offering, the biggest risk they run is
________.
A) disappointing loyal customers
B) decreasing customer satisfaction
C) failing to attract enough customers
D) failing to understand their customers' needs
E) incorrectly identifying a target market
Answer: C
Diff: 2 Page Ref: 7
Skill: Concept
Objective: 1-2
11) ________ is the act of obtaining(có dc) a desired object (đối tượng mong muốn) from
someone by offering something in return.
A) Valuation
B) Exchange
C) Bribery
D) Value creation
E) Donation
Answer: B
Diff: 1 Page Ref: 7
Skill: Concept
Objective: 1-2
3
Copyright © 2012 Pearson Education, Inc.
12) A(n) ________ is the set of actual and potential(tiềm năng) buyers of a product.
A) market
B) audience
C) group
D) segment
E) exchange
Answer: A
Diff: 1 Page Ref: 7
Skill: Concept
Objective: 1-2
13) Consumer research, product development, communication, distribution, pricing, and service
are all core ________ activities.
A) exchange
B) marketing
C) management
D) production
E) customer relationship management
Answer: B
Diff: 1 Page Ref: 7
AACSB: Communication Abilities
Skill: Concept
Objective: 1-2
14) The art and science of choosing target markets and building profitable relationships with
them is called ________.
A) marketing management
B) positioning
C) segmentation
D) selling
E) differentiation
Answer: A
Diff: 1 Page Ref: 8
Skill: Concept
Objective: 1-3
15) Selecting which segments of a population of customers to serve is called ________.
A) market segmentation
B) positioning
C) customization
D) target marketing
E) managing the marketing effort
Answer: D
Diff: 2 Page Ref: 8
Skill: Concept
Objective: 1-3
4
Copyright © 2012 Pearson Education, Inc.
16) Which of the following is the set of benefits a company promises to deliver to customers to
satisfy their needs?
A) a money-back guarantee
B) low pricing
C) customer service
D) a value proposition (đề xuất)
E) an attribute
Answer: D
Diff: 2 Page Ref: 9
Skill: Concept
Objective: 1-3
17) Which customer question is answered by a company’s value proposition?
A) “Why should I buy your brand rather than a competitor’s?”
B) "How does you“ brand benefit society?"
C) "What ar” the“costs and benefits of your brand?"
D) "What ki”d of“experience will I have with products and services associated with this brand?"
E) "What ar” the“benefits of being a loyal consumer of your brand?"
Answer: A
”iff: 3 Page Ref: 9
Skill: Concept
Objective: 1-3
18) Which of the following marketing management orientations focuses primarily on improving
efficiencies along the supply chain? (Định hướng quản lý tiếp thị sau đây tập trung chủ yếu vào
nâng cao hiệu quả trong chuỗi cung ứng?)
A) production concept (khái niệm sản xuất)
B) product concept
C) selling concept
D) marketing concept
E) societal marketing concept
Answer: A
Diff: 2 Page Ref: 9
Skill: Concept
Objective: 1-3
19) Which of the following marketing management concepts is most likely to lead to marketing
myopia?
A) customer-driven marketing
B) customer-driving marketing
C) societal marketing
D) marketing
E) product
Answer: E
Diff: 2 Page Ref: 9
Skill: Concept
Objective: 1-3
5
Copyright © 2012 Pearson Education, Inc.
20) According to the production concept, consumers will favor products that are ________ and
________.
A) satisfying; quality focused
B) advertised; affordable
C) in high demand; hard to find
D) segmented; convenient
E) available; affordable
Answer: E
Diff: 2 Page Ref: 9
Skill: Concept
Objective: 1-3
21) The ________ concept is aligned with the philosophy of continuous product improvement
and the belief that customers will choose products that offer the most in quality, performance,
and innovative features.( Các khái niệm ________ phù hợp với triết lý của liên tục cải tiến sản
phẩm và niềm tin mà khách hàng sẽ chọn sản phẩm cung cấp nhiều nhất về chất lượng, hiệu suất,
và các tính năng sáng tạo.)
A) product
B) production
C) customer
D) marketing
E) promotion
Answer: A
Diff: 1 Page Ref: 9
Skill: Concept
Objective: 1-3
22) The product concept says that a company should do which of the following?
A) improve marketing of its best products
B) market only those products with high customer appeal
C) focus on the target market and make products that meet those customers' demands
D) focus on making continuous product improvements
E) make promoting products the top priority
Answer: D
Diff: 2 Page Ref: 9
Skill: Concept
Objective: 1-3
23) "Build a better mousetrap and the world will beat a path to your door" reflects the ________
concept.
A) production
B) marketing
C) selling
D) product
E) target marketing
6
Copyright © 2012 Pearson Education, Inc.
Answer:

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[Solved] TEST BANK Principles of Marketing 14th Edition Philip Kotler and Gary Armstrong

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  • Submitted On 16 Nov, 2021 11:28:10
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1) All of the following are accurate descriptions of modern marketing EXCEPT which one? A) Marketing is the creation of value for customers. B) Marketing is managing profitable customer relationships. C) Selling and advertising are synonymous (đồng nghĩa) with marketing. D) Marketing involves satisfying customers' needs. E) Marketing is used by for-profit and not-for-profit organizations. Answer: C Diff: 2 Page Ref: 4-5 Skill: Concept Objective: 1-1 2) According to management guru Peter Drucker, "The aim of marketing is to ________." A) create customer value B) identify customer demands C) make selling unnecessary (superfluous-ko cần thiết) D) set realistic customer expectations E) sell products Answer: C Diff: 2 Page Ref: 5 Skill: Concept Objective: 1-1 3) ________ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation and exchange. A) Selling B) Advertising C) Bartering D) Marketing E) Negotiating Answer: D Diff: 2 Page Ref: 5 Skill: Concept Objective: 1-1 1 Copyright © 2012 Pearson Education, Inc. 4) Which steps of the five-step marketing process are about understanding customers, creating customer value, and building strong customer relationships? A) the first two only B) the first three only C) the first four only D) the last three only E) the last four only Answer: C Diff: 2 Page Ref: 5 Skill: Concept Objective: 1-1 5) According to the simple five-step model of the marketing process, a company needs to ________ before designing a customer-driven marketing strategy. A) determine how to deliver superior value B) build profitable relationships with customers C) use customer relationship management to create full partnerships with key customers D) understand the marketplace and customer needs and wants E) construct key components of a marketing program Answer: D Diff: 2 Page Ref: 5 Skill: Concept Objective: 1-1 6) ________ are human needs ...
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