Test Bank for Marketing: Real People, Real Choices 12th Edition By Michael R. Solomon; Greg W. Marshall; Elnora W. Stuart; Janee N. Burkhalter; Brad Carlson All Chapters Complete Guide A+
PART 1: UNDERSTAND THE VALUE PROPOSITION Welcome to Marketing in the Modern World: Create and Deliver Value Global, Ethical, and Sustainable Marketing Strategic Market Planning PART 2: DETERMINE THE VALUE PROPOSITIONS DIFFERENT CUSTOMERS WANT Market Research Marketing Analytics: Welcome to the Era of Data-Driven Insights! Understand Consumer Markets Segmentation, Target Marketing, and Positioning PART 3: DEVELOP THE VALUE PROPOSITION FOR THE CUSTOMER Product I: Innovation and New Product Development Product II: Product Strategy, Branding, and Product Management Price: What Is the Value Proposition Worth? PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION Physical Distribution Concepts and Business-to-Business Markets Deliver the Customer Experience Promotion I: Planning and Advertising Promotion II: Social Media Platforms and Other Promotion Elements
Marketing: Real People, Real Choices, 12e (Solomon)
Chapter 1 Welcome to Marketing in the Modern World
1) A ________ is the ultimate user of a good or service.
A) stakeholder
B) market
C) target market
D) marketer
E) consumer
Answer: E
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
2) ________ is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large.
A) Demand satisfaction
B) Competitive advantage building
C) Marketing
D) Total quality management
E) Value chain management
Answer: C
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
AACSB: Written and oral communication
3) The ________ consists of the tools an organization uses to create a desired response among a
set of predefined consumers.
A) sharing economy
B) market position
C) value proposition
D) marketplace
E) marketing mix
Answer: E
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
