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Principles of Marketing 9th Canadian Edition By Kotler - Test Bank
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, TEST ITEM FILEWei Liang
College of New Caledonia
Principles of Marketing
Ninth Canadian Edition
Philip Kotler, Gary Armstrong, Valerie Trifts, Peggy Cunningham
Toronto
Copyright © 2014 Pearson Canada Inc., Toronto, Ontario.
All rights reserved.
This work is protected by Canadian copyright laws and is provided solely for the use of instructors
in teaching their courses and assessing student learning. Dissemination or sale of any part of this work
(including on the Internet) will destroy the integrity of the work and is not permitted. The copyright holder
, grants permission to instructors who have adopted Principles of Marketing, Ninth Canadian Edition, by
Kotler, Armstrong, Trifts and Cunningham, to post this material online only if the use of the website is
restricted by access codes to students in the instructor’s class that is using the textbook and provided the
reproduced material bears this copyright notice.
Contents
Preface
Part 1: Defining Marketing and the Marketing Process
1 Marketing: Creating and Capturing Customer Value
2 Company and Marketing Strategy: Partnering to
Build Customer Relationships
Part 2: Understanding the Marketplace and Consumers
3 Analyzing the Marketing Environment
4 Social Responsibility and Ethics: Sustainable Marketing
5 Managing Marketing Information to Gain Customer Insights
6 Consumer Markets and Consumer Buyer Behaviour
7 Business Markets and Business Buyer Behaviour
Part 3: Designing a Customer-Driven Strategy and Mix
8 Customer-Driven Marketing Strategy:
Creating Value for Target Customers
9 Products, Services, and Brands: Building Customer Value
10 New-Product Development and Product Life-Cycle Strategies
11 Pricing
12 Marketing Channels: Delivering Customer Value
13 Retailing and Wholesaling
14 Communicating Customer Value: Integrated
Marketing Communications Strategy
15 Advertising and Public Relations
16 Personal Selling and Sales Promotion
17 Direct and Online Marketing: Building Direct
Customer Relationships
Part 4: Extending Marketing
18 Creating Competitive Advantage
19 The Global Marketplace 6
Copyright © 2014 Pearson Canada Inc.
ii
, Chapter 01: Marketing: Creating and Capturing Customer Value
1.0 - Part I True/False Questions
1.0.1. Like Running Room, today's successful companies have one thing in common:
they are strongly customer focused and heavily committed to marketing.
a True
b False
Difficulty: 1
QuestionID: 01-1-01
Page-Reference: 4
Skill: Recall
Answer: a. True
1.0.2. Not-for-profit organizations, such as universities, hospitals, and museums, do
not need to use marketing.
a True
b False
Difficulty: 1
QuestionID: 01-1-02
Page-Reference: 5
Skill: Recall
Answer: b. False
1.0.3. Marketing is only selling and advertising.
a True
b False
Difficulty: 1
QuestionID: 01-1-03
Page-Reference: 5
Skill: Recall
Answer: b. False
1.0.4. Marketing is the process by which companies create value for all the
shareholders in order to build strong relationships with them in return.
a True
b False
Difficulty: 2
QuestionID: 01-1-04
Page-Reference: 5
Skill: Applied
Answer: b. False
Copyright © 2014 Pearson Canada Inc. 1
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