X
TEST BANK
Marketing: Real People, Real Choices 11th Editio
by Solomon; Marshall; Stuart. Chapter 1 to 1
TEST BANK
,X
TABLEXOFXCONTENT
PARTX1:XUNDERSTANDXTHEXVALUEXPROPOSITION
1.XWelcomeXtoXtheXWorldXofXMarketing:XCreateXandXDeliverXValue
2.XGlobal,XEthical,XandXSustainableXMarketing
3.XStrategicXMarketXPlanning
Supplement:XBuildXaXMarketingXPlan
PARTX2:XDETERMINEXTHEXVALUEXPROPOSITIONSXDIFFERENTXCUSTOMERSXWANT
4.XMarketXResearch
5.XMarketingXAnalytics:XWelcomeXtoXtheXEraXofXBigXData!
6.XUnderstandXConsumerXandXBusinessXMarkets
7.XSegmentation,XTargetXMarketing,XandXPositioning
,X
PARTX3:XDEVELOPXTHEXVALUEXPROPOSITIONXFORXTHEXCUSTOMER
8.XProductXI:XInnovationXandXNewXProductXDevelopment
9.XProductXII:XProductXStrategy,XBranding,XandXProductXManagement
10.XPrice:XWhatXIsXtheXValueXPropositionXWorth?
Supplement:XMarketingXMath
PARTX4:XDELIVERXANDXCOMMUNICATEXTHEXVALUEXPROPOSITION
11.XDeliverXtheXGoods:XDetermineXtheXDistributionXStrategy
12.XDeliverXtheXCustomerXExperience:XGoodsXandXServicesXviaXBricksXandXClicks
13.XPromotionXI:XAdvertisingXOneXtoXManyXMarketingXCommunications
14.XPromotionXII:XSocialXMediaXMarketingXandXOtherXCommunicationXTools
,X
Marketing:XRealXPeople,XRealXChoices,X11eX(Solomon)
ChapterX1X WelcomeX toXtheXWorldX ofXMarketing:XCreateXandXDeliverXValue
1)XAX________XisXtheXultimateXuserXofXaXgoodXorXservice.
A)Xstakeholder
B)Xmarket
C)XtargetXmarket
D)Xmarketer
E)Xconsumer
Answer:X E
Difficulty:X Easy
LO:X 1.1:XExplainXwhatXmarketingXis,XtheXmarketingXmix,XwhatXcanXbeXmarketedXandXtheXvalueXof
marketing
2)X________XisXtheXactivity,X setXofXinstitutions,XandXprocessesXforXcreating,Xcommunicating,
delivering,XandXexchangingXofferingsXthatXhaveXvalueXforXcustomers,Xclients,Xpartners,XandXsociety
atXlarge.
A)XDemandXsatisfaction
B)XCompetitiveXadvantageXbuilding
C)XMarketing
D)XTotalXqualityXmanagement
E)XValueX chainXmanagement
Answer:X C
Difficulty:X Easy
LO:X 1.1:XExplainXwhatXmarketingXis,XtheXmarketingXmix,XwhatXcanXbeXmarketedXandXtheXvalueXof
marketing
AACSB:X WrittenXandXoralXcommunication
3)XTheX________XconsistsXofXtheXtoolsXanXorganizationXusesXtoXcreateXaXdesiredXresponseXamongX
a XofXpredefinedXconsumers.
set
A)XsharingXeconomy
B)XmarketXposition
C)XvalueXproposition
D)Xmarketplace
E)XmarketingXmix
Answer:X E
Difficulty:X Easy
LO:X 1.1:XExplainXwhatXmarketingXis,XtheXmarketingXmix,XwhatXcanXbeXmarketedXandXtheXvalueXof
marketing
