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Marketing Management 14th Canadian Edition Kotler.pdf

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Marketing Management 14th Canadian Edition K 1) Good marketing is no accident, but a result of careful planning and a. execution. b. research. c. tactics. d. selling. e. strategies. Answer: a Diff: 2 Type: MC Page Reference: 3 Skill: General Concept 2) Marketing is both an "art" and a "...

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Marketing Management 14th Canadian Edition
Kotler

,1) Good marketing is no accident, but a result of careful planning and
a. execution.
b. research.
c. tactics.
d. selling.
e. strategies.

Answer: a
Diff: 2
Type: MC
Page Reference: 3
Skill: General Concept

2) Marketing is both an "art" and a "science” because there is constant tension between
the formulated side of marketing and the ________ side.
a. behaviour
b. creative
c. management
d. selling
e. forecasting

Answer: b
Diff: 1
Type: MC
Page Reference: 3
Skill: General Concept

3) A social definition of marketing says ________.
a. effective marketing requires companies to remove intermediaries to achieve a closer
connection with direct consumers
b. a company should focus exclusively on achieving high production efficiency, low
costs, and mass distribution to facilitate the broadest possible access to the company's
products
c. marketing is the process by which individuals and groups obtain what they need and
want through creating, offering, and freely exchanging products and services of value
with others

,d. marketing is the process of extracting the maximum value from consumers to facilitate
corporate growth
e. marketing is the process of aggressive selling and promotion to encourage the purchase
of products that might otherwise be unsought by the consumer

Answer: c
Diff: 2
Type: MC
Page Reference: 5
Skill: General Concept

4) Marketing management is
a. the art and science of choosing target markets and getting, keeping, and growing
customers through creating, delivering, and communicating superior customer value.
b. developing marketing strategies to move the company forward.
c. monitoring the profitability of the companies products and services.
d. a set of processes for creating, communicating, and delivering value to customers.
e. identifying and meeting human and social needs.

Answer: a
Diff: 1
Type: MC
Page Reference: 5
Skill: General Concept

5) ________ takes place when at least one party to a potential exchange thinks about the
means of achieving desired responses from other parties.
a. Targeting
b. Marketing management
c. Forecasting
d. Segmentation
e. Distribution

Answer: b
Diff: 2
Type: MC
Page Reference: 5
Skill: General Concept

, 6) When IKEA noticed that people wanted good furniture at a substantially lower price
and created knockdown furniture, they demonstrated marketing savvy and turned a
private or social need into a(n)
a. customer want.
b. profitable business opportunity.
c. market need.
d. invention.
e. product development.

Answer: b
Diff: 2
Type: MC
Page Reference: 5
Skill: Application

7) As economies advance, a growing proportion of their activities focuses on the
production of ________.
a. events
b. services
c. experiences
d. places
e. products

Answer: b
Diff: 1
Type: MC
Page Reference: 5
Skill: General Concept

8) ________ actively work to build a strong, favourable, and unique image in the minds
of their target publics.
a. Experiences
b. Shopping goods
c. Properties
d. Durable goods

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