Marketing整理选择题(附答案)Word下载.doc

Marketing整理选择题(附答案)Word下载.doc

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4.Themostbasicconceptunderlyingmarketingisthatof_____.

profits

products

humanneeds

services

5.Marketerscreatesocialneedsinconsumers.

True

False（Marketersdonotcreatecustomerneeds,whethersocial,physicalorindividual.Needsareabasicpartofthehumanmakeup.）

6.Theactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturniscalleda（n）_____.

exchange

switch

market

sale

7.Theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththemiscalled_____.

marketingprofiles

marketingmaneuvers

marketingselection

marketingmanagement

8.Whichmarketingphilosophylistedbelowisusefulwhensupplyexceedsdemandandwhenproductioncostsaretoohighandneedtobereduced?

productionconcept

productconcept

sellingconcept

marketingconcept

9.Whichmarketingphilosophybelievesthatanorganizationcanachieveitsgoalsifitknowstheneedsofitstargetmarketwellanddeliverssatisfactionbetterthanitscompetition?

10.Customerrelationshipmanagement（CRM）issolelyaboutacquiringandkeepingcustomers.

False（CRMisaboutacquiring,keepingandgrowingcustomers.）

11.Tobuildlastingcustomerrelationships,firmsshouldfocusondelivering_____and_____.

highqualityproducts;

lowprices

customervalue;

customersatisfaction

customersatisfaction;

customergrowth

highprofits

12.Itcosts5to10timesmoretofindanewcustomerthantokeepacurrentonehappy.

True（Duetochangingdemographics,morecompetition,andovercapacityinmanyindustries,thecostoffindingnewcustomersisrising.）

False

13.Theaimofcustomerrelationshipmanagementisto_____.

createcustomersatisfaction

createcustomerprofits

createcustomerdelight

createcustomerlonging

14.Theportionofthecustomer’spurchasingpowerthatacompanygetsinitsproductcategoriesiscalledits_____.

customerequity

shareofcustomer

customerquotient

customerlifetimevalue

15.Customersthatareagoodfitbetweenacompany’sofferingsandthatareexpectedtobeloyaloverthelongtermarecalled_____.

butterflies

barnacles

truefriends

strangers

16.ThemostdramaticnewtechnologyistheInternet.

17.The_____isthenation’s24thlargestadvertiserwithanannualbudgetofover$1billion.

ProcterandGambleCo.

BoeingCo.

LeviStraussCo.

U.S.Government

18.Whichofthefirstfourstepsofthemarketingprocessasks,“Whatconsumerswillweserve?

”and“Howcanwebestservetargetedcustomers?

”

Step1:

Understandingthemarketplace

Step2:

Designingthemarketingstrategy

Step3:

Constructingthemarketingprogram

Step4:

Buildingprofitablerelationshipswithcustomers

19.Whichstepofthemarketingprocessisthemostimportant?

20.Inadditiontodelightingcustomers,companiestodaymustalsoharnesstechnology,thinkgloballyandbeethicallyandsociallyresponsible.

TrueFalse

Chapter2

1.Thistypeofbusinessplaninvolvesadaptingthefirmtotakeadvantageofopportunitiesinitsconstantlychangingenvironment.

–annualplan

–marketingplan

–strategicplan

–long-rangeplan

2.Agoodmissionstatementshouldbeallofthefollowingexcept_____.

–marketoriented

–productoriented

–realistic

–motivating

3.Theorganizationshouldbaseitsmissionstatementonits_____.

–profitablegoals

–customers’welfare

–product’svalue

–distinctivecompetencies

4.Businessportfoliomanagementinvolvestwosteps.Step1requiresthebusinesstoanalyzeitscurrentbusinessportfolio.Step2requiresittoshapeitsfutureportfolio.

–True

–False

5._____arelow-growth,high-sharebusinessesorproducts.

–Questionmarks

–Cashcows

–Dogs

–Stars

6._____arehigh-growth,high-sharebusinessesorproducts.

7.WhichofthefollowingarelimitationstotheBCGmethodofstrategicplanning?

–difficulttoimplement

–costly

–providelittleadviceforthefuture

–alloftheabove

8._____hasthemainresponsibilityforachievingprofitablegrowthforacompany.

–Management

–Humanresources

–Marketing

–Alloftheabove

9.Whichofthefollowingisanexampleofmarketpenetrationfo