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Marketing An Introduction 14th Edition By Gary Armstrong, Philip Kotler Test Bank

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Marketing: An Introduction, 14e (Armstrong/Kotler) Chapter 1 Marketing: Creating Customer Value and Engagement 1) Marketing, more than any other business function, deals with ________. A) customers ... B) sales C) advertising D) new products E) brands Answer: A Diff: 1 LO: 1-1: Define marketing and outline the steps in the marketing process. AACSB: Application of knowledge 2) According to the five-step model of the marketing process, the first step in marketing is ________. A) capturing value from customers to create profits and customer equity B) constructing an integrated marketing program that delivers superior value C) engaging customers, building profitable relationships, and creating customer delight D) understanding the marketplace and customer needs and wants E) designing a customer-driven marketing strategy Answer: D Diff: 2 LO: 1-1: Define marketing and outline the steps in the marketing process. AACSB: Analytical thinking 3) Today, marketing must not be understood in the old sense of ________. A) creating a buying experience B) helping people connect with the people in their lives C) telling and selling D) creating a culture of warmth and belonging E) delivering value and satisfaction Answer: C Diff: 3 LO: 1-1: Define marketing and outline the steps in the marketing process. AACSB: Analytical thinking 4) Marketing is primarily concerned with engaging customers and secondarily with managing profitable customer relationships. Answer: FALSE Diff: 2 LO: 1-1: Define marketing and outline the steps in the marketing process. AACSB: Analytical thinking [Show More]

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