营销学原理测试12章英文版学习资料Word下载.docx

营销学原理测试12章英文版学习资料Word下载.docx

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2、Marketingisdefinedasasocialandmanagerialprocessbywhichindividualsandorganizationsobtainwhattheyneedandwantthrough________.

A、researchanddevelopment

B、innovationandcreativity

C、manufacturingefficiencies

D、valuecreationandexchange

3、AccordingtomanagementguruPeterDrucker,"

Theaimofmarketingisto________."

A、maximizeprofitsofthecompany

B、emphasizecustomerwantsandnotcustomerneeds

C、makesellingunnecessary

D、fulfillunrealisticcustomerexpectations

4、________arehumanneedsthatareshapedbycultureandindividualpersonality.

A、Necessities

B、Wants

C、Demands

D、Values

5、GregWilliamsnowhasthebuyingpowertopurchasethedesktopcomputerthathehaswantedforthelastsixmonths.Greg'

swantnowhasbecomea（n）________.

A、need

B、necessity

C、demand

D、exchange

6、________istheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.

A、Valuation

B、Exchange

C、Marketoffering

D、Confiscation

7、Whichofthefollowingstatementsreflectsthemarketingconcept?

A、Focusonmakingcontinuousproductimprovements.

B、Undertakealarge-scalesellingandpromotioneffort.

C、Emphasizeaninside-outperspective.

D、Considercustomerfocusandvalueasthepathstosalesandprofits.

8、Cathy'

sClothesisasmallyetsuccessfulretailchainthatsellswomen'

sclothingandaccessorieswithafocusonbuyerswhohaverelativelymodestmeans.Forthisspecificpurpose,thefirmhasrolledoutseveralmarketinginitiativesaimedatwomenofaspecificdemographic.Thisisanexampleof________.

A、ambushmarketing

B、socialmarketing

C、societalmarketing

D、targetmarketing

9、Whichofthefollowingmarketingmanagementconceptsismostlikelytoleadtomarketingmyopia?

A、customer-drivenmarketingconcept

B、productconcept

C、societalmarketingconcept

D、marketingconcept

10、HenryFord'

sphilosophywastoperfecttheModelTsothatitscostcouldbereducedfurtherforincreasedconsumeraffordability.Thisreflectsthe________concept.

A、product

B、production

C、selling

D、marketing

11、Whichofthefollowingstatementsistrueofthesellingconcept?

A、Itrequiresminimumpromotionefforts.

B、Itcreateslong-term,profitablecustomerrelationships.

C、Ittakesanoutside-inperspective.

D、Itistypicallypracticedwithunsoughtgoods.

12、Whichofthefollowingmarketingorientationsholdsthatachievingorganizationalgoalsdependsonknowingtheneedsandwantsoftargetmarketsanddeliveringthedesiredsatisfactionsbetterthancompetitorsdo?

A、theproductconcept

B、theproductionconcept

C、thesellingconcept

D、themarketingconcept

13、Somefast-foodrestaurantsoffertastyandconvenientfoodataffordableprices,butindoingsotheycontributetoanationalobesityepidemicandenvironmentalproblems.Thesefast-foodrestaurantsoverlookthe________philosophy.

A、marketingconcept

C、productionconcept

D、societalmarketingconcept

14、Theprimarykeytodeliveringcustomersatisfactionistomatchproductperformancewith________.

A、theperformanceofcompetitiveproducts

B、competitiveprices

C、customerexpectations

D、limitedcustomerservices

15、SallyrecentlypurchasedBrandXlotion.IncomparingherperceptionofhowthelotionmadeherskinfeelandlooktoherexpectationsaboutBrandXlotion,Sallywasmeasuringherlevelof________.

A、shareofcustomer

B、customersatisfaction

C、customerequity

D、customer-perceivedvalue

16、Whichofthefollowingstrategieswouldacompanymostlikelyusetoincreasecustomersatisfaction?

A、decreasingthevarietyofofferedservices

B、divesting

C、loweringprices

D、"

firing"

unprofitablecustomers

17、"

Losingacustomeroncemeanslosingtheentirestreamofpossiblepurchasesthatthecustomerwouldmakeoveranextendedperiodofpatronage."

Thisstatementspecificallyindicateslossintermsof________.

A、customer-perceivedvalue

B、marketingofferings

C、partnerrelationshipmanagement

D、customerlifetimevalue

18、Whichofthefollowingreferstothetotalcombinedcustomerlifetimevalueofallofthecompany'

scurrentandpotentialcustomers?

B、marketingmix

D、targetmarket

19、Customerscanbeclassifiedintofourrelationshipgroupsbasedontheirprofitabilityandprojectedloyalty.Whichcustomertypeisassociatedwithhighprofitabilityandlong-termloyalty?

A、barnacles

B、strangers

C、butterflies

D、truefriends

20-22Refertothescenariobelowtoanswerthequestions.

CarolVeldt,ownerofSeagullTerrace