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INTRODUCTION Welcome to the Test Item File for Philip Kotler and Kevin Lane Keller’s Marketing Management, 12th edition text. This test bank was designed with the student and instructor in mind. All questions in this manual are drawn directly from the master text. APPLICATION QUESTIONS: New to the twelfth edition of the Test Item File is a section dedicated entirely to application questions. This section, available in each chapter of the test bank, offers real-life situations that take students beyond basic chapter concepts and vocabulary covered in the General Concept section, and asks them to apply marketing skills. Additionally, this section assists in assessing the students’ knowledge of application-oriented material from the various chapters. Each chapter in the Test Item File contains 150 questions, with the following breakdown: 110 General Concept questions: 60 Multiple choice 40 True/false 10 Essay 40 Application questions: 20 Multiple choice 20 Short answer Each question in the Test Item File is formatted with the question number, the question itself, potential answers, the correct answer, a difficulty scale, and the page(s) where the question and answer may be found in the textbook. The page number suggests where the material for the question begins, not necessarily where it ends. The question information may continue to other pages, figures, or tables. For each chapter in the textbook, the questions in the Test Item File begin at the first page of the chapter and follow a logical sequence to the end of the chapter. Answers to essay and short-answer questions 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. Before giving students examinations from the material contained in this Test Item File, the students should be encouraged to read and ask questions about the material in the textbook. They should also understand that a "best answer" will always be available to a question. Careful reading of the question to determine differences between potential answers would be prudent. In addition, students should be encouraged to read the opening vignettes, tables, and figures provided in each chapter of the textbook. The Difficulty Scale The instructor will notice the scale used at the end of each question. The scale is intended to aid the instructor in determining the degree of difficulty of the question and answer. The degree of difficulty scale appears as either "easy," "medium," or “hard.” Questions noted as "easy" do not require detailed knowledge of the topic, require only a casual reading of the text, and have rather obvious answers. The questions noted as "medium" require the student to demonstrate a clear understanding of the material in the text, that s/he has read and studied the material, and is able to synthesize it in usage situations. The questions noted as “hard” require the student to demonstrate an in-depth knowledge of the subject matter in the text, an ability to recall detailed material from chapters, and creative response to question queries. Good luck with your course preparation, instructional strategies, and examination of your students. It is our hope that this manual will help with your effort to conduct a successful and meaningful learning experience for your students. We believe that the Test Item File will prove to be a valuable aid to your course assessment process. Should you have any difficulty with any questions or need assistance, please feel free to contact one of the authors listed below. John Brooks created materials for chapters 1-11 and Ronald Borrieci created materials for chapters 12-22. Thank you for selecting the Kotler/Keller 12th edition text. John R. Brooks, Jr., DBA Prince-Chavanne Professor Christian Business Ethics Houston Baptist University (281) 649-3315 rustybroks@aol.com Ronald N. Borrieci Instructor & Internship Coordinator University of Central Florida College of Business Administration P.O. Box 161400 Orlando, Florida 32816-1400 407-823-1413 rborrieci@bus.ucf.edu �