Marketing Management 14th Ed Kotler Test Bank Chapter 2
Marketing Management, 14e (Kotler/Keller)
Chapter 2 Developing Marketing Strategies and Plans
1) The task of any business is to ________.
A) create customer needs
B) differentiate in terms of cost of production
C) deliver customer value at a profit
D) reduce competition
E) communicate similar value as provided by competitors
Answer: C
Page Ref: 33
Objective: 1
Difficulty: Easy
2) What is the traditional view of marketing?
A) Firms should just focus on production because if the products are good then they will automatically sell.
B) Firms should just focus on production and selling because marketing occurs as a part of the selling process.
C) Firms should have a proper marketing team that can increase consumers' awareness of their products and rouse their interest in them.
D) Firms should price their products as low as possible so that marketing them becomes easy.
E) Firms should remember that promotion is the most important of the four Ps.
Answer: B
Page Ref: 33
Objective: 1
Difficulty: Easy
3) Value delivery process can be divided into three phases, out of which "choosing the value" implies _______, which is the essence of strategic marketing.
A) segmentation, developing, and delivering
B) targeting, positioning, and communicating
C) targeting, positioning, and delivering
D) segmentation, targeting, and positioning
E) researching, developing, and delivering
Answer: D
Page Ref: 34
Objective: 1
AACSB: Reflective thinking
Difficulty: Easy
4) Apex Corporation is one of the best in its industry in terms of costs and performance. Many companies in its industry will probably consider Apex as a ________.
A) pioneer
B) benchmark
C) target for acquisition
D) future supplier
E) sounding board for ideas
Answer: B
Page Ref: 34
Objective: 1
AACSB: Reflective thinking
Difficulty: Easy
5) James Frank has been put in charge of gathering marketing intelligence, disseminating it within his organization, and
Chapter 2 Developing Marketing Strategies and Plans
1) The task of any business is to ________.
A) create customer needs
B) differentiate in terms of cost of production
C) deliver customer value at a profit
D) reduce competition
E) communicate similar value as provided by competitors
Answer: C
Page Ref: 33
Objective: 1
Difficulty: Easy
2) What is the traditional view of marketing?
A) Firms should just focus on production because if the products are good then they will automatically sell.
B) Firms should just focus on production and selling because marketing occurs as a part of the selling process.
C) Firms should have a proper marketing team that can increase consumers' awareness of their products and rouse their interest in them.
D) Firms should price their products as low as possible so that marketing them becomes easy.
E) Firms should remember that promotion is the most important of the four Ps.
Answer: B
Page Ref: 33
Objective: 1
Difficulty: Easy
3) Value delivery process can be divided into three phases, out of which "choosing the value" implies _______, which is the essence of strategic marketing.
A) segmentation, developing, and delivering
B) targeting, positioning, and communicating
C) targeting, positioning, and delivering
D) segmentation, targeting, and positioning
E) researching, developing, and delivering
Answer: D
Page Ref: 34
Objective: 1
AACSB: Reflective thinking
Difficulty: Easy
4) Apex Corporation is one of the best in its industry in terms of costs and performance. Many companies in its industry will probably consider Apex as a ________.
A) pioneer
B) benchmark
C) target for acquisition
D) future supplier
E) sounding board for ideas
Answer: B
Page Ref: 34
Objective: 1
AACSB: Reflective thinking
Difficulty: Easy
5) James Frank has been put in charge of gathering marketing intelligence, disseminating it within his organization, and