o
TEST BANK
Marketing: Real People, Real Choices 11th Edition
by Solomon; Marshall; Stuart. Chapter 1 to 14
TEST BANK
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TABLEoOFoCONTENT
PARTo1:oUNDERSTANDoTHEoVALUEoPROPOSITION
1.oWelcomeotootheoWorldoofoMarketing:oCreateoandoDeliveroValue
2.oGlobal,oEthical,oandoSustainableoMarketing
3.oStrategicoMarketoPlanning
Supplement:oBuildoaoMarketingoPlan
PARTo2:oDETERMINEoTHEoVALUEoPROPOSITIONSoDIFFERENToCUSTOMERSoWANT
4.oMarketoResearch
5.oMarketingoAnalytics:oWelcomeotootheoEraoofoBigoData!
6.oUnderstandoConsumeroandoBusinessoMarkets
7.oSegmentation,oTargetoMarketing,oandoPositioning
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PARTo3:oDEVELOPoTHEoVALUEoPROPOSITIONoFORoTHEoCUSTOMER
8.oProductoI:oInnovationoandoNewoProductoDevelopment
9.oProductoII:oProductoStrategy,oBranding,oandoProductoManagement
10.oPrice:oWhatoIsotheoValueoPropositionoWorth?
Supplement:oMarketingoMath
PARTo4:oDELIVERoANDoCOMMUNICATEoTHEoVALUEoPROPOSITION
11.oDeliverotheoGoods:oDetermineotheoDistributionoStrategy
12.oDeliverotheoCustomeroExperience:oGoodsoandoServicesoviaoBricksoandoClicks
13.oPromotionoI:oAdvertisingoOneotooManyoMarketingoCommunications
14.oPromotionoII:oSocialoMediaoMarketingoandoOtheroCommunicationoTools
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Marketing:oRealoPeople,oRealoChoices,o11eo(Solomon)
Chaptero1o Welcomeo tootheoWorldo ofoMarketing:oCreateoandoDeliveroValue
1)oAo________oisotheoultimateouseroofoaogoodooroservice.
A)ostakeholder
B)omarket
C)otargetomarket
D)omarketer
E)oconsumer
Answer:o E
Difficulty:o Easy
LO:o 1.1:oExplainowhatomarketingois,otheomarketingomix,owhatocanobeomarketedoandotheovalueoof
marketing
2)o________oisotheoactivity,osetoofoinstitutions,oandoprocessesoforocreating,ocommunicating,
delivering,oandoexchangingoofferingsothatohaveovalueoforocustomers,oclients,opartners,oandosociety
atolarge.
A)oDemandosatisfaction
B)oCompetitiveoadvantageobuilding
C)oMarketing
D)oTotaloqualityomanagement
E)oValueo chainomanagement
Answer:o C
Difficulty:o Easy
LO:o 1.1:oExplainowhatomarketingois,otheomarketingomix,owhatocanobeomarketedoandotheovalueoof
marketing
AACSB:o Writtenoandooralocommunication
3)oTheo________oconsistsoofotheotoolsoanoorganizationousesotoocreateoaodesiredoresponseoamongo
a oofopredefinedoconsumers.
set
A)osharingoeconomy
B)omarketoposition
C)ovalueoproposition
D)omarketplace
E)omarketingomix
Answer:o E
Difficulty:o Easy
LO:o 1.1:oExplainowhatomarketingois,otheomarketingomix,owhatocanobeomarketedoandotheovalueoof
marketing
