Marketing Management, 14e (Kotler/Keller)
Chapter 2 Developing Marketing Strategies and Plans

1) The task of any business is to ________.
A) create customer needs
B) differentiate in terms of cost of production
C) deliver customer value at a profit
D) reduce competition
E) communicate similar value as provided by competitors
Answer: C
Page Ref: 33
Objective: 1
Difficulty: Easy

2) What is the traditional view of marketing?
A) Firms should just focus on production because if the products are good then they will automatically sell.
B) Firms should just focus on production and selling because marketing occurs as a part of the selling process.
C) Firms should have a proper marketing team that can increase consumers'
A) market-sensing process
B) market research process
C) target marketing process
D) market pulse process
E) deployment process
Answer: A
Page Ref: 34
Objective: 1
AACSB: Analytic skills
Difficulty: Easy

16) With respect to the core business processes, the ________ includes all the activities involved in developing, and launching high-quality products quickly and within budget.
A) market-sensing process
B) new-offering realization process
C) fulfillment management process
D) customer acquisition process
E) customer relationship management process
Answer: B
Page Ref: 34
Objective: 1
AACSB: Analytic skills
Difficulty: Easy

17) Activities involved in building deeper understanding of existing consumers and what the product offerings mean to them would be a part of ________.
A) customer acquisition process
B) customer relationship management process
C) customer prospecting process
D) customer integrating management process