Essay about Study Guide: Chapter 1 Kotler, Marketing Management 14th Ed.

8377 Words34 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…
Which of the following demand states applies to Janet's situation? A) nonexistent demand B) latent demand C) full demand D) unwholesome demand E) overfull demand Answer: E Page Ref: 8 Objective: 2 AACSB: Analytic skills Difficulty: Moderate 12) Sales of woollen clothing usually increase during the winter season and decline thereafter. This is an example of ________ demand. A) irregular B) declining C) impulse D) latent E) negative Answer: A Page Ref: 8 Objective: 2 AACSB: Analytic skills Difficulty: Moderate 13) Julia is worried about the rising pollution levels in her city. She doesn't mind paying extra for goods and services that use sustainable processes to help control pollution. This is an example of ________ for pollution. A) declining demand B) nonexistent demand C) latent demand D) negative demand E) unwholesome demand Answer: D Page Ref: 8 Objective: 2 AACSB: Analytic skills Difficulty: Moderate 14) People in emerging countries today are becoming increasingly health conscious and are seeking healthy food choices. As a result, demand for health foods is rising steadily, creating an opportunity for marketers to exploit this ________ market. A) demographic B) business C) need D) geographic E) service Answer: C Page Ref: 8 Objective: 2 AACSB: Analytic skills Difficulty: Moderate 15) When

More about Essay about Study Guide: Chapter 1 Kotler, Marketing Management 14th Ed.

Open Document