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TEST BANK for Principles of Marketing 18th Edition by Philip Kotler and Gary Armstrong A+
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Principles of Marketing 18th Edition by Philip Kotler and Gary ArmstrongTEST BANK for Principles of Marketing
18th Edition by Philip Kotler and Gary
Armstrong
Test Bank Page 1
, Principles of Marketing 18th Edition by Philip Kotler and Gary Armstrong
Principles of Marketing, 15e (Kotler/Armstrong)
Chapter 1 Marketing: Creating and Capturing Customer Value
1) Which of the following is NOT an accurate description of modern marketing?
A) Marketing is the creation of value for customers.
B) Marketing involves managing profitable customer relationships.
C) Marketing emphasizes selling and advertising exclusively.
D) Marketing involves satisfying customers' needs.
E) Marketing is building value-laden exchange relationships with customers.
Answer: C
Page Ref: 4-5
Skill: Concept
Objective: 1-1
Difficulty: Moderate
2) According to management guru Peter Drucker, "The aim of marketing is to ."
A) maximize profits of the company
B) emphasize customer wants and not customer needs
C) make selling unnecessary
D) fulfill unrealistic customer expectations
E) sell products+++
Answer: C
Page Ref: 5
Skill: Concept
Objective: 1-1
Difficulty: Easy
3) is defined as a social and managerial process by which individuals and
organizations obtain what they need and want through value creation and exchange.
A) Research
B) Innovation
C) Manufacturing
D) Marketing
Test Bank Page 2
, Principles of Marketing 18th Edition by Philip Kotler and Gary Armstrong
E) Production
Answer: D
Page Ref: 5
Skill: Concept
Objective: 1-1
Difficulty: Easy
Download the full file instantly at http://testbankinstant.com
Test Bank Page 3
, Principles of Marketing 18th Edition by Philip Kotler and Gary Armstrong
4) According to the five-step model of the marketing process, which of the following is the final
step in creating value for customers?
A) designing a customer-driven marketing strategy
B) understanding the marketplace and customer needs
C) constructing an integrated marketing program that delivers superior value
D) building profitable relationships and creating customer delight
E) capturing value from customers to create profit and customer equity
Answer: D
Skill: Concept
Objective: 1-1
Difficulty: Easy
5) According to the five-step model of the marketing process, a company should
before designing a customer-driven marketing strategy.
A) determine how to deliver superior value to customers
B) build profitable relationships with customers
C) use customer relationship management to create full partnerships with key customers
D) understand the marketplace and customer needs and wants
E) construct an integrated marketing program
Answer: D
Page Ref: 5
Skill: Concept
Objective: 1-1
Difficulty: Easy
6) are human needs that are shaped by culture and individual personality.
A) Necessities
B) Wants
C) Demands
D) Values
E) Exchanges
Answer: B
Page Ref: 6
Test Bank Page 4
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