1. Which of the following is not a function of marketing’s
value creation process?
a. Capturing value
b. Delivering value
c. Communicating value
d. Exchanging value
e. All of these are part of marketing’s value creation
process.
2. Value creation is the central activity of marketing. Which
is not a benefit to the firm from engaging in value
creation and the ongoing process of identifying value-
adding options for consumers?
a. The firm is able to satisfy consumer needs.
b. The firm is able to expand.
c. The firm is able to build brand loyalty.
d. The firm is able to sell fewer products.
e. All of these are benefits to the firm.
(Answers to these two questions can be found in the Quiz
Yourself Answer Key section at the end of the chapter.)
