科特勒市场营销第一章习题答案Word文档格式.docx
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sbenefits
D）comparingtheeffectivenessoftheirproducttootherbrands
E）incorporatingconsumer-generatedmarketinginthemarketingmix
B
2
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）Accordingtothesimplefive-stepmodelofthemarketingprocess,acompanyneedsto________beforedesigningacustomer-drivenmarketingstrategy.
A）determinehowtodeliversuperiorvalue
B）buildprofitablerelationshipswithcustomers
C）usecustomerrelationshipmanagementtocreatefullpartnershipswithkeycustomers
D）understandthemarketplaceandcustomerneedsandwants
E）constructkeycomponentsofamarketingprogram
AACSB:
Communication
1-2
6）________arehumanneedsasshapedbyindividualpersonalityandculture.
A）Needs
B）Wants
C）Demands
D）Values
E）Exchanges
6
7）Whenbackedbybuyingpower,wantsbecome________.
A）socialneeds
B）demands
C）physicalneeds
D）self-esteemneeds
E）exchanges
1PageRef:
8）Whatdocompaniescallasetofbenefitsthattheypromisetoconsumerstosatisfytheirneeds?
A）marketoffering
B）valueproposition
C）demandsatisfaction
D）needproposition
E）evokedset
A
9）Whichofthefollowingreferstosellersbeingpreoccupiedwiththeirownproductsandlosingsightofunderlyingconsumerneeds?
A）sellingmyopia
B）marketingmanagement
C）valueproposition
D）marketingmyopia
E）theproductconcept
10）Whenmarketerssetlowexpectationsforamarketoffering,thebiggestrisktheyrunis________.
A）disappointingloyalcustomers
B）decreasingcustomersatisfaction
C）failingtoattractenoughcustomers
D）failingtounderstandtheircustomers'
needs
E）incorrectlyidentifyingatargetmarket
7
11）________istheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.
A）Avalueproposition
B）Exchange
C）Bribery
D）Valuecreation
E）Donation
12）Consumerresearch,productdevelopment,communication,distribution,pricing,andserviceareallcore________activities.
A）exchange
B）marketing
C）management
D）production
E）customerrelationshipmanagement
13）Inthecaseofexcessdemand,________mayberequiredtoreducethenumberofcustomersortoshiftdemandtemporarilyorpermanently.
A）marketing
B）demarketing
C）valuemarketing
D）surplusing
E）negotiating
9
1-3
14）Theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththemiscalled________.
A）marketingmanagement
B）positioning
C）segmentation
D）selling
E）differentiation
8
15）Selectingwhichsegmentsofapopulationofcustomerstoserveiscalled________.
A）marketsegmentation
C）customization
D）targetmarketing
E）managingthemarketingeffort
16）Whichofthefollowingisthesetofbenefitsacompanypromisestodeliverthecustomertosatisfytheirneeds?
A）amoney-backguarantee
B）lowpricing
C）goodcustomerservice
D）avalueproposition
E）anattribute
17）Theproductconceptsaysthatacompanyshoulddowhichofthefollowing?
A）improvemarketingofitsbestproducts
B）marketonlythoseproductswithhighcustomerappeal
C）focusonthetargetmarketandmakeproductsthatmeetthosecustomers'
demands
D）focusonmakingcontinuousproductimprovements
E）makepromotingproductsthetoppriority
10
18）Whichconceptcallsforaggressivesellingandfocusesongeneratingtransactionstoobtainprofitablesales?
B）production
C）product
E）societalmarketing
19）Afirmthatusesthesellingconcepttakesa（n）________approach.
A）outside-in
B）myopic
C）inside-out
D）societal
E）customerservice
20）Accordingtotheproductionconcept,consumerswillfavorproductsthatare________and________.
A）satisfying;
qualityfocused
B）advertised;
affordable
C）inhighdemand;
hardtofind
D）segmented;
convenient
E）available;
E
3PageRef:
21）Thoughoftencriticized,thesellingconceptisparticularlyappropriateandeffectivewithwhichofthefollowingtypesofproducts?
A）convenience
B）shopping
C）specialty
D）unsought
E）demarketed
22）Customer-drivenmarketingusuallyworkswellwhen________andwhencustomers________.
A）aclearneedexists;
aredifficulttoidentify
B）customersknowwhattheywant;
areloyaltothebrand
C）afirmcandeliverthegoodsdesired;
arethoroughlyresearched
D）aclearneedexists;
knowwhattheywant
E）aneedexists;
don'
tknowwhattheywant
11
23）MarieOrtizenjoysherworkatFuturisticDesigns,Inc.Herorganizationunderstandsandanticipatescustomerneedsevenbetterthancustomersthemselvesdoandcreatesproductsandservicestomeetcurrentandfuturewantsanddemands.Marie'
sfirmpractices________marketing.
A）customer-driven
B）customer-driving
C）relationship
D）donor
E）social
24）Whichconceptholdsthatfirmsmuststrivetodelivervaluetocustomersinawaythatmaintainsorimprovestheconsumer'
sandsociety'
swell-being?
B）selling
D）societalmarketing
E）equity
EthicalReasoning
25）Thethreeareasofconsiderationthatshouldbebalancedinthesocietalmarketingconceptareconsumerwants,society'
sinterests,and________.
A）humanwelfare
B）wantsatisfaction
C）companyprofits
D）short-runwants
E）long-termneeds
26）Thesetofmarketingtoolsafirmusestoimplementitsmarketingstrategyiscalledthe________.
A）promotionmix
B）productmix
C）marketingmix
D）TQM
E）marketingeffort
12
27）Ofthefollowing,whichisthemostimportantconceptofmodernmarketing?
A）customerrelationshipmanagement
B）societalmarketing
C）consumer-generatedmarketing
D）properlytrainedsalespeople
E）lowprices
13
1-4
28）Itismostaccuratetosaythatcustomersbuyfromstoresandfirmsthatofferwhichofthefollowing?
A）thehighestvalueforthedollar
B）thehighestcustomer-perceivedvalue
C）thehighestlevelofcustomersatisfaction
D）themostattractivecompanyimage
E）themostconcernforsociety'
sinterests
29）Usingcustomerprofitabilityanalysistoweedoutunprofitablecustomersandtargetwinningonesforpamperingisreferredtoas________.
C）databasemarketing
D）selectiverelationshipmanagement
E）marketingmyopia
17
30）Greaterconsumercontrolmeansthatcompaniesmustrelymoreonmarketingby________thanby________.
A）interruption;
involvement
B）interaction;
intrusion
C）socialization;
information
D）producing;
selling
E）inspiration;
competition
18
31）Thefinalstepinthemarketingprocessis________.
A）capturingvaluefromcustomers
B）creatingcustomerloyalty
C）creatingcustomerlifetimevalue
D）understandingthemarketplace
E）designingacustomer-drivenmar
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