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Welcome to the Test Item File for Philip Kotler and Kevin Lane Kellers Marketing Management, 12th edition text. This test bank was designed with the student and instructor in mind. All uestions in this manual are drawn directl! from the master text.
APPLICATION QUESTIONS" #ew to the twelfth edition of the Test Item File is
a section dedicated entirel! to application uestions. This section$ available in each chapter of the test bank$ offers real%life situations that take students be!ond basic chapter concepts and vocabular! covered in the &eneral 'oncept section$ and asks them to appl! marketing skills. Additionall!$ this section assists in assessing the students knowledge of application%oriented material from the various chapters. (ach chapter in the Test Item File contains )*+ uestions$ with the following breakdown" ))+ &eneral 'oncept uestions" ,+ -ultiple choice .+ True/false )+ (ssa! .+ Application uestions" 0+ -ultiple choice 0+ 1hort answer (ach uestion in the Test Item File is formatted with the uestion number$ the uestion itself$ potential answers$ the correct answer$ a difficult! scale$ and the page2s3 where the uestion and answer ma! be found in the textbook. The page number suggests where the material for the uestion begins$ not necessaril! where it ends. The uestion information ma! continue to other pages$ figures$ or tables. 4or each chapter in the textbook$ the uestions in the Test Item File begin at the first page of the chapter and follow a logical se uence to the end of the chapter. Answers to essa! and short%answer uestions are provided for the convenience of the instructor. When not specific to marketing terms and practices$ the provided responses are not meant to be an all%inclusive answer. Please allow for creative deviation where warranted. 5efore giving students examinations from the material contained in this Test Item File$ the students should be encouraged to read and ask uestions about the material in the textbook. The! should also understand that a 6best answer6 will alwa!s be available to a uestion. 'areful reading of the uestion to determine differences between potential
answers would be prudent. 7n addition$ students should be encouraged to read the opening vignettes$ tables$ and figures provided in each chapter of the textbook.