14章英文习题Word格式文档下载.docx
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p.4;
)
2._____ismanagingprofitablecustomerrelationships.
a.Management
b.Control
c.Marketing
d.Humanresources
e.Customerservice
c;
3._____ismanagingprofitablecustomerrelationships.
4.Asanewassistantmarketingmanagertrainee,youlearninanorientationmeetingthat_____aretheformhumanneedstakeastheyareshapedbycultureandindividualpersonality.
a.wants
b.demands
c.self-concepts
d.desires
e.icons
a;
p.6;
5.Thedifferencebetweencustomervalueandcustomersatisfactionisthatvalueisthedifferencebetweenthevaluesthecustomergainsfromowningandusingaproductandthe_____.
a.costofdeliveryoftheproduct
b.costofobtainingtheproduct
c.costofcompetingproducts
d.costofthelostexperience
e.alloftheabove
p.13;
6.Marketingconsistsofactionstakentobuildandmaintaindesirable_____withtargetaudiencesinvolvingaproduct,service,idea,orotherobject.
a.exchangetransactions
b.exchangerelationships
c.exchangeprocesses
d.exchangeprivileges
e.exchangecommunication
p.7;
7._____meansmanagingmarketstobringaboutprofitableexchangerelationshipsbycreatingvalueandsatisfyingneedsandwants.
a.Selling
b.Promoting
d.Relationshipmarketing
e.Marketsegmentation
p.5;
8.Thefederalgovernmentfindsitnecessaryattimestolimitdemandbyreducingthenumberofcustomersortoshifttheirdemandtemporarilyorpermanently.Namethetermforthistypeofaction.
a.debugging
b.deregulation
c.demarketing
d.graymarketing
e.integration
p.8;
9.Thefivealternativeconceptsunderwhichorganizationsconducttheirmarketingactivitiesincludetheproduction,_____,selling,marketing,andsocietalmarketingconcepts.
a.promotion
b.pricing
c.distribution
d.product
e.demarketing
d;
p.10;
10.Nowmanycompaniesarebeginningtothinkof_____interestsaswellastheirowncustomers’needs.
a.society’s
b.stockholders’
c.investors’
d.lenders’
e.competitors’
p.11;
11.Thesimplestdefinitionofmodernmarketingismanagingprofitablecustomerrelationships.
True;
12.Thedifferencebetweenhumanneedsandwantsisthatneedsarestatesoffeltdeprivation.
13.Attimesitbecomesnecessarytoreducedemandforsomeproductsandservices.Whenthegovernmenttriestoreducesmokingoftobaccoproducts,itaddsmoretaxtotheproductsandispracticingdemarketing.
14.Thesellingconceptholdsthatconsumerswillnotbuyenoughofthefirm’sproductsunlessitundertakesalarge-scalesellingandpromotioneffort.
15.Howdomarketersdifferentiateamongneeds,wants,anddemands?
Marketersrealizethathumanshaveneedswhentheyareinastateoffeltdeprivation.Theseneedstakeontheformofwantsastheyareshapedbycultureandindividualpersonality.Whenbackedbybuyingpower,wantsbecomedemands.Companiesresearchdemandsandsupplytheneedsthatdrivethem.
(p.6;
16.Describethefivemarketingmanagementorientations.
Theproductionconceptholdsthatconsumerswillfavorproductsthatareavailableandhighlyaffordable.Theproductconceptholdsthatconsumerswillfavorproductsthatofferthemostinquality,performance,andinnovativefeatures.Thosewhofollowthesellingconceptholdthatconsumerswillnotbuyenoughofthefirm’sproductsunlessitundertakesalarge-scalesellingandpromotioneffort.Usingthemarketingconceptmeansthatachievingorganizationalgoalsdependsonknowingtheneedsandwantsoftargetmarketsanddeliveringsatisfactionbetterthancompetitorsdo.Thesocietalmarketingconceptholdsthatthefirmshoulddeterminetheneeds,wants,andinterestsoftargetmarkets.
(p.10;
Chapter2
1.Marketingplanningatyourfirmoccursatwhatlevels?
a.businessunit;
market
b.businessunit;
product
c.product;
d.businessunit;
product;
e.businessunit;
financialunit;
p.37;
2.Whatdoesamarket-orientedmissionstatementdefineaboutthebusiness?
a.satisfyingbasiccustomerneeds
b.satisfyingbasicsupplierneeds
c.satisfyingbasicstockholderneeds
d.satisfyingbasicownerneeds
e.satisfyingbasicpartnershipneeds
3.Successfulorganizationsbasetheirmissionsontheir_____.
a.distinctivecompetencies
b.strategicplans
c