Test Bank for Principles of Marketing, 18th Edition

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Principles of Marketing
Eighteenth Edition
Philip Kotler
Gary Armstrong
Test Bank (Download Only)
for Principles of Marketing
Revised by Michael C asey

1
Principles of Marketing, 18e (Kotler)
Chapter 1 Marketing: Creating Customer Value and Engagement
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
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process.
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
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process.
Difficulty: Easy
3) Marketing is defined as a social and managerial process by which individuals and
organizations obtain what they need and want through ________.
A) research and development
B) innovation and creativity
C) manufacturing efficiencies
D) value creation and exchange
E) sales and revenue creation
Answer: D
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process.
Difficulty: Moderate

2
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: E
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process.
Difficulty: Moderate
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
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process.
Difficulty: Moderate
6) Marketing is managing profitable customer relationships.
Answer: TRUE
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process.
Difficulty: Easy
7) ________ are human needs that are shaped by culture and individual personality.
A) Necessities
B) Wants
C) Demands
D) Values
E) Exchanges
Answer: B
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Easy

3
8) When backed by buying power, wants become ________.
A) social needs
B) demands
C) physical needs
D) self-esteem needs
E) exchanges
Answer: B
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Easy
9) Needs include all of the following EXCEPT ________.
A) food
B) knowledge
C) affection
D) the newest iPhone
E) belonging
Answer: D
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Easy
10) Greg Williams now has the buying power to purchase the desktop computer that he has
wanted for the last six months. Greg's want now has become a(n) ________.
A) need
B) necessity
C) demand
D) exchange
E) transaction
Answer: C
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Moderate

4
11) A ________ is some combination of products, services, information, or experiences provided
to consumers to satisfy a need or want.
A) market offering
B) value proposition
C) brand positioning
D) market segment
E) market mix
Answer: A
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Easy
12) Which of the following terms refers to sellers being preoccupied with their own products and
losing sight of underlying consumer needs?
A) vendor lock-in
B) social loafing
C) value proposition
D) marketing myopia
E) conspicuous consumption
Answer: D
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Moderate
13) When marketers set low expectations for a market offering, they run the risk of ________.
A) disappointing loyal customers
B) having to use an outside-in rather than an inside-out perspective
C) failing to attract enough customers
D) failing to understand their customers' needs
E) incorrectly identifying a target market
Answer: C
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Easy

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5
14) ________ is the act of obtaining a desired object from someone by offering something in
return.
A) Valuation
B) Exchange
C) Market offering
D) Confiscation
E) Donation
Answer: B
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Easy
15) A(n) ________ is the set of actual and potential buyers of a product or service.
A) market
B) control group
C) subsidiary
D) focus group
E) audience
Answer: A
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Easy
16) Consumer research, product development, communication, distribution, pricing, and service
are all core ________ activities.
A) positioning
B) marketing
C) outsourcing
D) production
E) logistics
Answer: B
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Easy

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6
17) When are sellers most effective?
A) when they focus more on their specific products and services
B) when they focus more on the price of their products and services
C) when they focus more on the benefits and experiences produced by their products and
services
D) when they focus more on where their products and services can be purchased
E) when they focus more on cost to produce the product or service
Answer: C
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Easy

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7
Refer to the scenario below to answer the following question(s).
Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel
to a thriving year-round resort in just a few years. Atop a cliff overlooking the Maine coast,
Seagull Terrace had attracted thousands of visitors during summer, but then faced a tremendous
downturn in business during winter. "But, given the established industries in the nearby towns,
very little year-round competition, and our close proximity to Portland," Carol added, "I couldn't
understand why seasonality had to hit Seagull Terrace so hard!"
So Carol spent her first winter devising a new marketing plan. She put together a promotional
package designed to attract business travelers year-round. Carol's plan also involved a seasonal
promotional gimmick–to be implemented from early winter to late spring–that would attract the
same numbers as the large summer crowd. Her idea worked! During her second winter, Carol
greeted numerous business travelers–both satisfied repeat guests as well as new guests who had
been snagged by her promotional appeals.
"We still have a long way to go," Carol admitted. "Our delicatessen offers entrees that are a part
of the local cuisine, but we'd like to expand that. We provide health club privileges off-site, but
we'd like to eventually provide our own. These are goals I hope to achieve in a few years. Our
first project, however, included a renovation of our guest rooms and I'm quite proud of the
results." Carol then added, "Actually there are so many possibilities. With an indoor pool area, I
will eventually offer weekend getaways throughout winter."
18) Seagull Terrace offers its customers good accommodations, local delicacies, and amazing
seaside views. The overall experience provided at the motel is a part of its ________.
A) market offering
B) target market
C) market segment
D) product positioning
E) marketing mix
Answer: A
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Challenging
19) Human needs are shaped by culture and individual personality.
Answer: FALSE
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Easy

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8
20) The difference between human needs and wants is that needs are not created by marketers.
Answer: TRUE
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Moderate
21) When backed by buying power, needs become wants.
Answer: FALSE
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Easy
22) Market offerings are limited to physical products.
Answer: FALSE
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Easy
23) An experience such as a vacation can be defined as a market offering.
Answer: TRUE
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Easy
24) When sellers focus on existing needs and lose sight of underlying customer wants, they
suffer from marketing myopia.
Answer: FALSE
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Moderate

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9
25) A market is the set of actual and potential buyers of a product or service.
Answer: TRUE
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Easy
26) How do suppliers help companies like Walmart maintain consistently low prices?
Answer: Walmart has been able to maintain its promise of providing low prices to its customers
only because of its suppliers who provide merchandise at low costs. Walmart has developed and
managed relationships with its suppliers.
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Moderate
27) What should sellers consider if they wish to avoid marketing myopia?
Answer: Sellers should consider the particular benefits and experiences desired by their
customers, and not just pay attention to the specific products they offer.
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Easy
28) Briefly compare and contrast the concepts of needs, wants, and demands and provide
examples to illustrate your answer. How do these three concepts relate to marketing practices?
Answer: Human needs are states of felt deprivation. Needs are a basic part of the human
makeup; they are not created by marketers. Humans have a basic physical need for food,
clothing, warmth, and safety; a basic social need for belonging and affection; and a basic
individual need for knowledge and self-expression. Wants are needs shaped by culture, society,
and individual personality. For example, an American needs food but wants a Big Mac and a soft
drink. Wants become demands when they are backed by consumers' buying power. For example,
an American with ten dollars needs food, wants a Big Mac and soft drink, and demands lunch at
McDonald's. Marketers conduct extensive research to understand customers' wants and demands.
They then attempt to fulfill customers' wants and demands through their market offerings.
AACSB: Written and oral communication
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Moderate

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10
29) You are a manufacturer of tents, sleeping bags, and outdoor cooking equipment. How might
you go about creating brand experiences for your customers?
Answer: Such manufacturers should focus on the benefits enjoyed through the use of their
products, such as arrangements to visit great outdoor locations, chances for customers to enjoy
time with their families, and relive their memories of camping trips.
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Challenging
30) Explain how and why marketers go beyond selling a product or service to create brand
experiences.
Answer: Sellers are most effective when they focus more on the benefits and experiences
produced by their products and services than on the specific products and services themselves.
Smart marketers focus on creating a brand experience, incorporating several products and
services for their customers. By doing so, marketers hope to increase customer satisfaction.
Satisfied customers buy again and tell others about their good experiences.
AACSB: Written and oral communication
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Difficulty: Moderate
31) The art and science of choosing target markets and building profitable relationships with
them is called ________.
A) marketing management
B) positioning
C) marketing mix
D) market offering
E) differentiation
Answer: A
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and
discuss the marketing management orientations that guide marketing strategy.
Difficulty: Easy

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11
32) Selecting which segments of a population to serve is called ________.
A) market segmentation
B) positioning
C) customization
D) target marketing
E) differentiation
Answer: D
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and
discuss the marketing management orientations that guide marketing strategy.
Difficulty: Easy
33) Dividing the market into various groups of customers that a company may serve is called
________.
A) market segmentation
B) positioning
C) customization
D) target marketing
E) differentiation
Answer: A
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and
discuss the marketing management orientations that guide marketing strategy.
Difficulty: Easy
34) Cathy's Clothes is a small yet successful retail chain that sells women's clothing and
accessories with a focus on buyers who have relatively modest means. For this specific purpose,
the firm has rolled out several marketing initiatives aimed at women of a specific demographic.
This is an example of ________.
A) ambush marketing
B) social marketing
C) societal marketing
D) target marketing
E) cause marketing
Answer: D
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and
discuss the marketing management orientations that guide marketing strategy.
Difficulty: Challenging

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12
35) An organic farmer has identified three distinct groups that might be interested in his
products: vegetarians, health-conscious individuals, and people identified as trendsetters who try
out new products in the market before others. These three groups are examples of ________.
A) marketing mixes
B) market segments
C) value propositions
D) market offerings
E) marketing intermediaries
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and
discuss the marketing management orientations that guide marketing strategy.
Difficulty: Challenging
36) Which of the following refers to a set of benefits that a company promises to deliver to
customers to satisfy their needs?
A) customer lock-in
B) a cartel
C) marketing mix
D) value proposition
E) market segmentation
Answer: D
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and
discuss the marketing management orientations that guide marketing strategy.
Difficulty: Easy
37) Which of the following customer questions is answered by a company's value proposition?
A) "Why should I buy your brand rather than a competitor's?"
B) "What is your company's estimated customer equity?"
C) "What are the costs involved in the production of your brand?"
D) "What is the budget allocated by your company for research and development?"
E) "What is the financial stability of your company?"
Answer: A
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and
discuss the marketing management orientations that guide marketing strategy.
Difficulty: Moderate

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13
38) Which of the following marketing management orientations focuses primarily on improving
efficiencies along the supply chain?
A) production concept
B) product concept
C) selling concept
D) marketing concept
E) societal marketing concept
Answer: A
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and
discuss the marketing management orientations that guide marketing strategy.
Difficulty: Easy
39) Which of the following marketing management concepts is most likely to lead to marketing
myopia?
A) customer-driven marketing concept
B) customer-driving marketing concept
C) societal marketing concept
D) marketing concept
E) product concept
Answer: E
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and
discuss the marketing management orientations that guide marketing strategy.
Difficulty: Easy
40) Which of the following statements is true of the production concept?
A) It considers customer focus and value to be the paths to sales and profits.
B) It follows the customer-centered sense-and-respond philosophy.
C) It takes an outside-in perspective.
D) It calls for sustainable marketing.
E) It leads to companies focusing too narrowly on their own operations.
Answer: E
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and
discuss the marketing management orientations that guide marketing strategy.
Difficulty: Moderate

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14
41) The ________ concept is aligned with the philosophy of continuous product improvement
and the belief that customers will choose products that offer the most in quality, performance,
and innovative features.
A) product
B) production
C) societal marketing
D) marketing
E) selling
Answer: A
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and
discuss the marketing management orientations that guide marketing strategy.
Difficulty: Easy
42) Which of the following is the aim of the product concept?
A) improve the marketing of a firm's best products
B) market only those products with high customer appeal
C) focus on the target market and make products that meet those customers' demands
D) focus on making continuous product improvements
E) ensure that product promotion has the highest priority
Answer: D
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and
discuss the marketing management orientations that guide marketing strategy.
Difficulty: Moderate
43) Henry Ford's philosophy was to perfect the Model T so that its cost could be reduced further
for increased consumer affordability. This reflects the ________ concept.
A) product
B) production
C) selling
D) marketing
E) societal marketing
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.3: Identify the key elements of a customer value-driven marketing strategy and
discuss the marketing management orientations that guide marketing strategy.
Difficulty: Challenging

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