市场营销学题库marketing题库1文档格式.docx
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sbenefits
D）comparingtheeffectivenessoftheirproducttootherbrands
E）incorporatingconsumer-generatedmarketinginthemarketingmix
B
3）AccordingtomanagementguruPeterDrucker,"
Theaimofmarketingisto________."
A）createcustomervalue
B）identifycustomerdemands
C）makesellingunnecessary
D）setrealisticcustomerexpectations
E）sellproducts
5
4）________isdefinedasasocialandmanagerialprocessbywhichindividualsandorganizationsobtainwhattheyneedandwantthroughvaluecreationandexchange.
A）Selling
B）Advertising
C）Bartering
D）Marketing
E）Negotiating
D
5）Whichstepsofthefive-stepmarketingprocessareaboutunderstandingcustomers,creatingcustomervalue,andbuildingstrongcustomerrelationships?
A）thefirsttwoonly
B）thefirstthreeonly
C）thefirstfouronly
D）thelastthreeonly
E）thelastfouronly
AACSB:
Communication
6）Whenmarketerssetlowexpectationsforamarketoffering,thebiggestrisktheyrunis________.
A）disappointingloyalcustomers
B）decreasingcustomersatisfaction
C）failingtoattractenoughcustomers
D）failingtounderstandtheircustomers'
needs
E）incorrectlyidentifyingatargetmarket
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7
7）________istheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.
A）Avalueproposition
B）Exchange
C）Bribery
D）Valuecreation
E）Donation
8）A（n）________isthesetofactualandpotentialbuyersofaproduct.
A）market
B）audience
C）group
D）segment
E）exchange
A
9）Consumerresearch,productdevelopment,communication,distribution,pricing,andserviceareallcore________activities.
A）exchange
B）marketing
C）management
D）production
E）customerrelationshipmanagement
10）Whichofthefollowingisthemostlikelyresultofamarketingstrategythatattemptstoserveallpotentialcustomers?
A）Allcustomerswillbedelighted.
B）Customer-perceivedvaluewillincrease.
C）Customerevangelistswillbecomeunpaidsalespersonsfortheserviceorproduct.
D）Notallcustomerswillbesatisfied.
E）Thecompanywillneedtofollowupwithademarketingcampaign.
3PageRef:
9
AnalyticSkills
11）Whencustomersdon'
tknowwhattheywantordon'
tevenknowwhat'
spossible,themosteffectivestrategyis________marketing.
A）customer-driven
B）customer-driving
C）societal
E）product
11
12）Thesocietalmarketingconceptseekstoestablishabalancebetweenconsumershort-runwantsandconsumer________.
A）short-runcostsandprofits
B）short-runethics
C）long-runwelfare
D）immediatehealth
E）valuepropositions
EthicalReasoning
13）Whichconceptholdsthatfirmsmuststrivetodelivervaluetocustomersinawaythatmaintainsorimprovestheconsumer'
sandsociety'
swell-being?
A）marketing
B）selling
C）product
D）societalmarketing
E）equity
15）Thethreeareasofconsiderationthatshouldbebalancedinthesocietalmarketingconceptareconsumerwants,society'
sinterests,and________.
A）humanwelfare
B）wantsatisfaction
C）companyprofits
D）short-runwants
E）long-termneeds
15）Thesetofmarketingtoolsafirmusestoimplementitsmarketingstrategyiscalledthe________.
A）promotionmix
B）productmix
C）marketingmix
D）TQM
E）marketingeffort
12
Objective:
1-3
60）Thefinalstepinthemarketingprocessis________.
A）capturingvaluefromcustomers
B）creatingcustomerloyalty
C）creatingcustomerlifetimevalue
D）understandingthemarketplace
E）designingacustomer-drivenmarketingstrategy
21
16）StewLeonard,theownerofahighlysuccessfulregionalsupermarketchain,reactsadverselytolosingasinglecustomersale.Hefeelsthatthisamountstolosingtheentirestreamoffuturepurchasesthatacustomerislikelytomakeifheorsheremainsinthearea.StewLeonard'
sconcernisanillustrationofwhichofthefollowing?
A）shareofcustomer
B）marketshare
C）profitability
D）customerlifetimevalue
E）marketsharemaintenance
22
ReflectiveThinking
17）AdvertisingAge,amagazineforadvertisingprofessionals,recentlygaveitsAdAgencyoftheYearawardto________.
A）theconsumer
B）on-linemarketers
C）Frito-Lay
D）Coca-Cola
E）YouTube
20
18）Whichofthefollowingisanexampleofconsumer-generatedmarketing?
A）Toyota'
spresenceinonlinecommunities
B）Nike'
sNikePlusrunningWebsite
C）MasterCard'
suseof"
Priceless"
commercialsshotbycustomers
D）NeimanMarcus'
sInCircleRewardsprogramforitsbestcustomers
E）TheLexusCovenantaimedatcreatingcustomerdelight
19）Whenanairlinegoesaftera"
shareoftravel"
fromitscustomers,itisattemptingtoincrease________.
A）customerlifetimevalue
B）shareofcustomer
C）totalcustomerspending
D）customersatisfaction
E）customerownership
20）Beyondsimplyretaininggoodcustomers,marketerswanttoconstantlyincreasetheir"
shareofcustomer."
Whatdoesthismeaninmarketingterms?
A）Marketerswanttoincreasetheirmarketshare.
B）Marketerswanttoincreasethesharetheygetofthecustomer'
spurchasingintheirproductcategories.
C）Marketerswanttoincreasetheprofitmarginwiththistargetmarket.
D）Marketerswanttocontinuouslyincreasetheircustomers'
levelsofsatisfaction.
E）Marketerswanttoturnsatisfiedcustomersintodelightedcustomers.
21）Customerscanbeclassifiedintofourrelationshipgroups,accordingtotheirprofitabilityandprojectedloyalty.Whichtypeofcustomershavethehighestprofitpotentialandstrongloyalty?
A）barnacles
B）strangers
C）butterflies
D）truefriends
E）bigfish
24
22）WhichofthefollowingstatementsabouttheInternetismostaccurate?
A）CompaniesarecautiouslyusingtheInternettobuildcloserrelationshipswithcustomersandmarketingpartnersalike.
B）Afterthedot-commeltdownof2000,fewerconsumersarebuyingproductsand/orservicesonline.
C）TheInternetmakesiteasyforconsumerstoview,interactwith,andcreatemarketingcontent.
D）Consumere-commercelookspromising,butbusiness-to-businesse-commerceisdeclining.
E）Web2.0involvesalessbalancedapproachtoonlinemarketingthantheoriginaldot-comboomdid.
26
UseofIT
23）Whichofthefollowingiscurrentlythefastest-growingformofmarketing?
A）consumer-generatedmarketing
B）onlinemarketing
C）massmediamarketing
D）socialmarketing
E）word-of-mouthmarketing
24）Todayalmosteverycompany,smallandlarge,isaffectedinsomewaybywhichofthefollowing?
A）thesocietalmarketingconcept
B）not-for-profitmarketing
C）globalcompetition
D）customer-generatedmarketing
E）caringcapitalism
25）Governmentalagenciesarebecomingmoreinvolvedinmarketingastheyearspass.Whenalocalgovernmentadvertiseskeepingthearea'
sstreamsandwatersupplycleaner,itisinvolvedin________.
A）greenmarketing
B）socialmarketingcampaigns
C）demarketing
D）environmentalmarketing
E）partnershipmarketing
29
26）FastFood,Inc.viewsmarketingasthescienceandartoffinding,retaining,andgrowingprofitablecustomersbyprovidingthemwiththefoodtheywant.FastFood,Inc.practicessocietalmarketing.
FALSE
Application
27）Thesocietalmarketingconceptcallsonmarketerstobalanceconsumerwantsanddesires,companyprofits,andsociety'
sinterests.
TRUE
28）Formostmarketers,customerrelationshipmanagement（CRM）isexclusivelyamatterofcustomerdatamanagement.
13
29）Themarketingmixincludesproduction,price,promotion,andpackaging;
thisisknownasthefourPsofmarketing.
30）Customer-perceivedvalueisdefinedasthecustomer'
seval
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