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…

A) event
B) property
C) service
D) place
E) idea
Answer: D
Page Ref: 6
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate

10) In Walt Disney's Magic Kingdom, customers can visit a fairy kingdom, a pirate ship, or even a haunted house. Disney is marketing a(n) ________.
A) experience
B) service
C) event
D) organization
E) good
Answer: A
Page Ref: 6
Objective: 2
AACSB: Analytic skills
Difficulty: Easy

11) Janet is very upset that she can't get tickets to the Rolling Stones concert because they are sold out. 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: