Marketing An Introduction 5th Edition Masterson Test Bank
Test Bank for Marketing An Introduction 5th Edition By Rosalind Masterson Nichola Phillips David Pickton ISBN: 9781526494573, ISBN: 1529738172, ISBN 9781529738179, ISBN: 1526494582, ISBN: 9781526494580
Table of Contents
PART ONE: THIS IS MARKETING
Chapter 1: Marketing Today
Chapter 2: The Marketing Environment
PART TWO: MAKING SENSE OF MARKETS
Chapter 3: Buyer Behaviour
Chapter 4: Market Segmentation, Targeting and Positioning
Chapter 5: Marketing Research
PART THREE: THE MARKETING MIX
Chapter 6: Product
Chapter 7: Service Products
Chapter 8: Promotion (Marketing Communications)
Chapter 9: Place
Chapter 10: Price
PART FOUR: MANAGING MARKETING
Chapter 11: Building Brands: Using the Marketing Mix
Chapter 12: Marketing Planning
Test Bank
This test bank provides 10 multiple choice questions per chapter, and correct answers are indicated by an asterisk. (*)
Using this Test Banks:
To be used in conjunction with Masterson, R. and Pickton, D. (2014). Marketing: An Introduction (third edition). London: SAGE.
This Test Bank is designed to assist instructors in their assessment of students, but it may not provide all of the questions necessary to run a full examination. Also, Instructors should take full responsibility for the use of this Test Bank in their course assessment, including the repurposing or reformatting of the questions and answers provided. It is intended to provide an aid to teaching and assessment not a direct replacement for an examination paper.
Chapter 1: Marketing Today
1. Why is marketing important in a demand driven economy?
a. Consumers have lots of choice
b. There is competition for customers
c. Supply often exceeds demand
*d. All of these
e. None of these
2. It is often said that marketing is about managing the exchange process. In an exchange one person or organisation gives up something of value (e.g. a product) in return for something else of value (e.g. money). If an exchange is based on good marketing principles, who benefits most and how?
a. The seller manages to overcharge the customer without them realising it
b. The buyer gets away without paying
c. The seller persuades the customer that the product is better than it really is
*d. It’s a fair exchange that makes both seller and buyer happy
e. It’s the most profitable exchange for the seller
