《市场营销》复习题.docx

《市场营销》复习题.docx

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《市场营销》复习题

Chapter1–DefiningMarketingfortheTwenty-FirstCentury

1.Whichofthefollowingisnotanentitythatcanbemarketed?

a.）places

b.）events

c.）information

d.）persons

e.）Alloftheabovecanbemarketed.（moderate）pp.4-5

2.Whichofthefollowingproductswillhavethestrongestnegativedemand?

a.）nursinghomecare（moderate）p.5

b.）StarWarscollectiblefigures

c.）McDonald’sHappyMeals

d.）icecream

e.）landscaping

21.______________arewantsforspecificproductsbackedbyanabilitytopay.

a.）Demands（moderate）p.7

b.）Needs

c.）Values

d.）Morals

e.）Exchanges

22.AbrandnamesuchasBMWcarriesmanyassociationsinthemindsofpeople:

speed,expensive,engineering,status,theBMWlogo.TheseassociationsmakeupBMW’s____________.

a.）brandstrength

b.）customervaluetriad

c.）brandimage（moderate）p.8

d.）effectivedemand

e.）valueproposition

23.______________channelsdelivermessagestoandreceivemessagesfromtargetbuyers.

a.）Communication（moderate）p.10

b.）Distribution

c.）Supplier

d.）Delivery

e.）Informal

24.Whichofthefollowingstatementsbestrepresentsthesocietalmarketingconcept?

a.）Wehavedevelopedanew,moreconvenientpackage.

b.）TargetCorporationchoosestoeliminatecigarettesalesintheirstores.（moderate）p.17

c.）Thisproductsavesmuchmoretimefortheconsumer.

d.）Givethecustomerswhattheywant.

e.）Sellatthelowestprice.

Chapter2—AdaptingMarketingtotheNewEconomy

21.Bill’scompanyhasaninternale-mailandinformationcommunicationsnetwork.Whatisthiskindofconnectivitycalled?

a.）Internet

b.）extranet

c.）intranet（moderate）p.24

d.）ultranet

e.）m-commerce

22.Whichofthefollowingisnotanexampleofmarketingintheneweconomy?

a.）organizebycustomersegments

b.）focusonstakeholders

c.）buildbrandsthroughperformance

d.）underpromise,overdeliver

e.）focusonprofitabletransactions（moderate）p.26,Table2-1

23.Whichofthefollowingisanexampleofmarketingintheneweconomy?

a.）organizebyproductunits

b.）everyonedoesthemarketing（moderate）p.26,Table2-1

c.）focusoncustomeracquisition

d.）focusonshareholders

e.）lookprimarilyatfinancialscorecard

24.GisasophisticatedtoolforfindingcontentontheWeb.Itisinthe_________categoryofpure-clickcompanies.

a.）searchengine（moderate）p.29

b.）portal

c.）commercesite

d.）transactionsite

e.）contentsite

Chapter3–BuildingCustomerSatisfaction,Value,andRetention

21.Thedifferencebetweentotalcustomervalueandtotalcustomercostis_______________.

a.）satisfaction

b.）value/priceratio

a.）customerperceivedvalue（moderate）p.38

b.）totaladdedvalue

c.）marketcost

24.Whichisnotconsideredastakeholder?

a.）acompetitor（moderate）p.41

b.）acustomer

c.）anemployee

d.）asupplier

e.）adistributor

25._______________isafunctionofperceivedperformanceandexpectations.

a.）Totalcustomervalue

b.）Customerdeliveredvalue

c.）Value/priceratio

d.）Customersatisfaction（moderate）p.40

e.）Customerservice

26.WhichofthefollowingisNOTanexampleofaprimaryactivityasidentifiedinthegenericvaluechain?

a.）humanresourcemanagement（moderate）p.43,Figure3-3

b.）marketingandsales

c.）operations

d.）outboundlogistics

e.）service

27.Thekeytocustomerretentionis_______________.

a.）customersatisfaction（moderate）p.45

b.）inexpensiveproducts

c.）expensiveproducts

d.）customerconcern

e.）customerdemographics

28.Whichisahighlysatisfiedcustomernotlikelytodo?

a.）bemoreawareofthecompetition（moderate）pp.45

b.）beloyallonger

c.）talkfavorablyabouttheproducttootherconsumers

d.）belesspricesensitive

e.）offerideasforproductimprovements

29._______________rewardcustomerswhobuyfrequentlyand/orinsubstantialamounts.

a.）Frequencyprograms（moderate）p.49

b.）Clubmembershipprograms

c.）Point-of-purchaseprograms

d.）Samplingprograms

e.）Tradeshows

30.ManycustomershavetheperceptionthataSeikowatchwilloutperformaCasiowatchbecauseaSeikowatchhashigher_______________.

a.）performancelatitude

b.）qualitymaximization

c.）performancequality（moderate）p.53

d.）substitutability

e.）transferablequality

Chapter4—WinningMarketsThroughStrategicPlanning,Implementation.

21.Whichisnotanimportantorganizationallevelinlargecorporations?

a.）corporate

b.）division

a.）subdivision（moderate）p.58

b.）businessunit

c.）product

22.The_________marketingplanlaysoutthetargetmarketsandthevaluepropositionthatwillbeoffered,basedonanalysisofthebestmarketopportunities.

a.）strategic（moderate）p.58

b.）division

c.）tactical

d.）guerilla

e.）corporate

23.Ifa_______SBUisdraggingdownthecompany’sprofits,sellingtheSBUmaybetheprescribedstrategy.

a.）star

b.）starchild

c.）dog（moderate）p.62

d.）cashsow

e.）cashcow

24.The____________strategyisappropriatewhenthereisaneedforshort-termcashflow,regardlessoflong-termeffect.

a.）building

b.）holding

c.）passingalong

d.）harvesting（moderate）p.62

e.）divesting

25.Acompany’scompetitorsareconsideredapartofits

a.）macroenvironmentalforces

b.）strengthandweaknessesanalysis

c.）microenvironmentactors（moderate）p.65

d.）4Csplanning

e.）internalenvironment

26.A____________isanareaofbuyerneedinwhichthecompanycanperformprofitably.

a.）marketingthreat

b.）marketinganalysis

c.）marketinggoal

d.）marketingopportunity（moderate）p.66

e.）marketingbenefit

27.Wal-Martfocuseslikealaserontheconstantloweringofpricesastheirmainattractiontoconsumers.ThisisanexampleofwhichofPorter’sgenericstrategies?

a.）overallcostleadership（moderate）p.67

b.）differentiation

c.）leadershipinservice

d.）focus

e.）leadershipinquality

28.Whichsequenceallowsformarketingtohappenthroughoutthevaluecreationanddeliveryprocess?

a.）maketheproduct-selltheproduct

b.）selltheproduct-maketheproduct

c.）choosethevalue-providethevalue-communicatethevalue（moderate）p.69

d.）communicatethevalue-providethevalue-valuetheoutcome

e.）makeandselltheproduct-makeaprofit

29.The__________consistsofanalyzingopportunities,researchingandselectingtargetmarkets,designingstrategies,planningprograms,andorganizingandimplementingtheseefforts.

a.）marketingplan

b.）marketingeffort

c.）marketingprocess（moderate）p.70

d.）marketinganalysis

e.）marketingdelivery

Chapter5–UnderstandingMarkets,MarketDemand,

andtheMarketingEnvironment

21.Thesystematiccollection,analysis,andreportingofdatarelevanttospecificproblemsisthetaskof_______________.

a.）thesalesreportingsystem

b.）marketingresearch（moderate）p.89

c.）marketingintelligence

d.）thesalesforce

e.）topmanagement

22.AllofthefollowingarestepsinthemarketingresearchprocessEXCEPT_________________.

a.）definetheproblemandresearchobjectives

b.）developtheresearchplan

c.）collecttheinformation

d.）comparedatatogovernmentsources（moderate）p.89

e.）presentthefindings

23.Thestepinthemarketingresearchprocessthatincludesdeterminingwhowillbesampledis_________________.

a.）definetheproblemandresearchobjectives

b.）developtheresearchplan（moderate）p.92

c.）collecttheinformation

d.）makedecisionbasedontheprojectoutcomes

e.）presentthefindings

24.Thesecondstepinthemarketingresearchprocessisthe_______________.

a.）developmentoftheresearchplan（moderate）p.89

b.）definitionoftheproblemandresearchobjectives

c.）surveyofstakeholderstodetermineifproblemsexist

d.）decisionregardingtheresearchtoolsandtargetgroup

e.）collectionoftheavailablesourcesforneededinformation

25._______________dataisdatathatwasgatheredforanotherpurposeandalreadyexists.

a.）Primary

b.）Descriptive

c.）Causal

d.）Secondary（moderate）p.90

e.）Observational

26.Whichofthefollowingisnottypicalofafocusgroup?

a.）14-18participantsspendafewhourstogether.（moderate）pp.90-91

b.）Askilledmoderatorguidesthediscussion.

c.）Thediscussioncentersonaproduct,service,ormarketingentity.

d.）Theycangaugeconsumerreactiontoproductfeaturesordesign.

e.）Theycangivequickconsumerfeedbacktonewideas.

27.A（n）_______________isagatheringof6to10peoplewhospendafewhourswithaskilledmoderatortodiscussaproduct,service,orothermarketingentity.

a.）focusgroup（moderate）pp.90-91

b.）intermediaryteam

c.）agentgroup

d.）consolidatedgroup

e.）groupeddataset

28._______________arebestsuitedfordescriptiveresearchsuchaslearningaboutpeople’sknowledge,beliefs,preferences,andsatisfaction,andmeasuringthesemagnitudesinthegeneralpopulation.

a.）Observationalresearchmethods

b.）Focusgroups

c.）Surveys（moderate）p.91

d.）In-depthinterviews

e.）Qualitativeresearchmethods

29._______________prespecifyallofthepossibleanswers,sotheyareeasytointerpretandtabulate.

a.）Open-endquestions

b.）Closed-endquestions（moderate）p.91

c.）Galvanometers

d.）Audiometers

e.）Samplings

30.Thecontactmethodthatminimizesinterviewerbiasis_______________.

a.）mail（moderate）p.93

b.）telephone

c.）interceptinterview

d.）focusgroup

e.）personalinterview

31.ThebestcontactmethodtousetodeterminehowmanypeoplesawtheadforthenewVolkswagenBeetlethatranlastnightduringthe6:

00p.m.newswouldbe_______________.

a.）mail

b.）Internet

c.）telephone（moderate）p.93

d.）focusgroup

e.）personalinterview

32.Ifreducingthecostofdatagathering