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TEST BANK for Marketing: Real People, Real Choices 11th Edition by Solomon Michael, Marshall Greg and Stuart Elnora. ISBN 9780136810490 Updated A+£11.07
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TEST BANK for Marketing: Real People,
Real Choices 11th Edition by Solomon
Michael, Marshall Greg and Stuart Elnora.
ISBN 9780136810490 Updated A+
A+ Page 1
, TEST BANK FOR MARKETING: REAL PEOPLE, REAL
CHOICES, 11TH EDITION BY MICHAEL R. SOLOMON, GREG
W. MARSHALL AND ELNORA W. STUART
TABLE OF CONTENT
PART 1: UNDERSTAND THE VALUE PROPOSITION
1. Welcome to the World of Marketing: Create and Deliver Value
2. Global, Ethical, and Sustainable Marketing
3. Strategic Market Planning
Supplement: Build a Marketing Plan
PART 2: DETERMINE THE VALUE PROPOSITIONS DIFFERENT CUSTOMERS WANT
4. Market Research
5. Marketing Analytics: Welcome to the Era of Big Data!
6. Understand Consumer and Business Markets
7. Segmentation, Target Marketing, and Positioning
PART 3: DEVELOP THE VALUE PROPOSITION FOR THE CUSTOMER
8. Product I: Innovation and New Product Development
9. Product II: Product Strategy, Branding, and Product Management
10. Price: What Is the Value Proposition Worth?
Supplement: Marketing Math
PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION
A+ Page 2
,11. Deliver the Goods: Determine the Distribution Strategy
12. Deliver the Customer Experience: Goods and Services via Bricks and Clicks
13. Promotion I: Advertising One to Many Marketing Communications
14. Promotion II: Social Media Marketing and Other Communication Tools
1) A is the ultimate user of a good or service.
A) stakeholder
B) market
C) target market
D) marketer
E) consumer Answer: E Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed and the value of
marketing
2) is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large.
A) Demand satisfaction
B) Competitive advantage building
C) Marketing
D) Total quality management
E) Value chain management Answer: C
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed and the value of
marketing
AACSB: Written and oral communication
A+ Page 3
, 3) The consists of the tools an organization uses to create a desired response among a set
of predefined consumers.
A) sharing economy
B) market position
C) value proposition
D) marketplace
E) marketing mix Answer: E Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed and the value of
marketing
4) The four Ps are .
A) price, product, place, and promotion
B) price, profit, production, and possession
C) product, production, possession, and promotion
D) product, promotion, price, and profit
E) place, production, process, and profit Answer: A
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed and the value of
marketing
AACSB: Written and oral communication
5) Which of the following is a true statement about the four Ps of the marketing mix?
A) A decision about one of the Ps affects every other marketing-mix decision.
B) Price is always the most important of the four Ps.
C) Place is typically the least important of the four Ps.
A+ Page 4
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