营销学原理测试12章英文版学习资料.docx
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营销学原理测试12章英文版学习资料
营销学原理测试1-2章(英文版)
一、单选题
1、WhichofthefollowingisNOTanaccuratedescriptionofmodernmarketing?
A、Marketingisthecreationofvalueforcustomers.
B、Marketinginvolvesmanagingprofitablecustomerrelationships.
C、Marketingemphasizessellingandadvertisingexclusively.
D、Marketinginvolvessatisfyingcustomers'needs.
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
B、productconcept
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?
A、shareofcustomer
B、marketingmix
C、customerequity
D、targetmarket
19、Customerscanbeclassifiedintofourrelationshipgroupsbasedontheirprofitabilityandprojectedloyalty.Whichcustomertypeisassociatedwithhighprofitabilityandlong-termloyalty?
A、barnacles
B、strangers
C、butterflies
D、truefriends
20-22Refertothescenariobelowtoanswerthequestions.
CarolVeldt,ownerofSeagullTerrace