14章英文习题Word格式文档下载.docx

14章英文习题Word格式文档下载.docx

《14章英文习题Word格式文档下载.docx》由会员分享，可在线阅读，更多相关《14章英文习题Word格式文档下载.docx（14页珍藏版）》请在冰豆网上搜索。

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