Kotler/Keller/Cunningham/Sivaramakrishnan Marketing Management, Fourteenth Canadian Edition Chapter 2 Defining Marketing for the 21st Century

a. niche b. measurable c. creative d. micro e. macro Answer c Diff 2 Type MC Page Reference 31 Skill General Concept 2) 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. segmentation, targeting, and positioning c. targeting, positioning, and communicating d. targeting, positioning, and delivering e. researching, developing, and delivering Answer b Diff 2 Type MC Page Reference 32 Skill Application 3) The task of any business is to deliver ________ at a profit. a. customer needs b. products c. improved quality d. customer value e. products and services Answer d Diff 2 Type MC Page Reference 32 Skill General Concept 4) In a hypercompetitive economy such as ours, a company can win only by fine-tuning the value delivery process and choosing, providing, and ________ superior value. a. composing b. communicating c. researching d. developing e. selecting target markets with Answer b Diff 2 Type MC Page Reference 32 Skill General Concept 5) The traditional view of marketing is that the firm makes something and then ________ it. a. markets b. services c. distributes d. prices e. sells Answer e Diff 1 Type MC Page Reference 32 Skill General Concept 6) James Frank has been put in charge of all the activities involved in receiving and approving orders, shipping the goods on time, and collecting payment. Mr. Franks task is best described as part of the ________. a. market-sensing process b. new-offering realization process c. customer acquisition process d. customer relationship management process e. fulfillment management process Answer e Diff 2 Type MC Page Reference 34 Skill General Concept 7) The first phase of the value creation and delivery sequence is ________ that represents the homework marketing must do before any product exists. a. target marketing b. projective thinking c. service consideration d. market research e.