Marketing Management 14th Edition Test Bank Kotler Test Bank

173911 WordsApr 9, 2014696 Pages
Marketing Management, 14e (Kotler/Keller) Chapter 1 Defining Marketing for the 21st Century 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. Answer: B Page Ref: 4 Objective: 1 Difficulty: Easy 2) ________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior…show more content…
A) Durable B) Impulse C) Physical D) Luxury E) Intangible Answer: C Page Ref: 5 Objective: 2 Difficulty: Easy 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 Answer: E Page Ref: 5 Objective: 2 Difficulty: Moderate 7) Car rental firms, hair dressers, and management consultants provide ________. A) goods B) experiences C) events D) services E) information Answer: D Page Ref: 5 Objective: 2 AACSB: Analytic skills Difficulty: Easy 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 Answer: D Page Ref: 5 Objective: 2 Difficulty: Moderate 9) The "Malaysia, Truly

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