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Marketing Management, 14e (Kotler/Keller)- Chapter 1 Defining Marketing for the 21st Century




Question;1);Which of the following statements about marketing is true?;A);It is of little importance when products are standardized.;B);It can help create jobs in the economy by increasing demand for goods and;services.;C);It helps to build a loyal customer base but has no impact on a firm's;intangible assets.;D);It is more important for bigger organizations than smaller ones.;E);It is seldom used by nonprofit organizations.;2);is the art and science of choosing target markets and getting;keeping, and growing customers through creating, delivering, and communicating;superior customer value.;A);Marketing management;B);Knowledge management;C);Operations management;D);Strategic management;E);Distribution management;3);Identify the correct statement about marketing management.;A);It is primarily concerned with the systematic gathering, recording, and;analysis of data about issues related to marketing products and services.;B);It focuses mostly on monitoring the profitability of a company's products and;services.;C);It focuses solely on attaining an organization's sales goals in an efficient;manner.;D);It is defined as the field that deals with planning and managing a business at;the highest level of corporate hierarchy.;E);It occurs when at least one party to a potential exchange thinks about the;means of achieving desired responses from other parties.;4);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;5);goods constitute the bulk of most countries' production and marketing;efforts.;A);Durable;B);Impulse;C);Physical;D);Luxury;E);Intangible;6);As economies advance, a growing proportion of their activities focuses on the;production of ________.;A);products;B);events;C);experiences;D);luxury goods;E);services;7);Car rental firms, hair dressers, and management consultants provide ________.;A);goods;B);experiences;C);events;D);services;E);information;8);The Soccer World Cup is promoted aggressively to both companies and fans. This;is an example of marketing a(n) ________.;A);idea;B);place;C);luxury item;D);event;E);service;9);The "Malaysia, Truly Asia" ad campaign that showcased Malaysia's;beautiful landscape and its multicultural society in order to attract tourists;is an example of ________ marketing.;A);event;B);property;C);service;D);place;E);idea;10);In Walt Disney's Magic Kingdom, customers can visit a fairy kingdom, a pirate;ship, or even a haunted house. Disney is marketing a(n) ________.;A);experience;B);service;C);event;D);organization;E);good


Paper#47269 | Written in 18-Jul-2015

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