KotlerChapter1.docx
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KotlerChapter1
Chapter1Marketing:
CreatingandCapturingCustomerValue
1）Allofthefollowingareaccuratedescriptionsofmodernmarketing,EXCEPTwhichone?
A）Marketingisthecreationofvalueforcustomers.为顾客创造价值
B）Marketingismanagingprofitablecustomerrelationships.建立稳固关系
C）Sellingandadvertisingaresynonymouswithmarketing.
D）Marketinginvolvessatisfyingcustomers'needs.为顾客创造价值
E）Marketingisusedbyfor-profitandnot-for-profitorganizations.
Answer:
C
Diff:
2PageRef:
2and4
Skill:
Concept
Objective:
1-1
市场营销（marketing）是企业为从顾客处获得利益回报而为顾客创造价值并与之建立稳固关系的过程。
2）Accordingtotheopeningscenario,theTidemarketingteamisMOSTconcernedaboutwhichofthefollowing?
A）maintainingitsbrandshare
B）fosteringcustomers'emotionalconnectionswiththeirproduct
C）advertisingtheirproduct'sbenefits
D）comparingtheeffectivenessoftheirproducttootherbrands
E）incorporatingconsumer-generatedmarketinginthemarketingmix
Answer:
B
Diff:
2PageRef:
2
Skill:
Concept
Objective:
1-1
3）AccordingtomanagementguruPeterDrucker,"Theaimofmarketingisto________."
A）createcustomervalue
B）identifycustomerdemands
C）makesellingunnecessary
D）setrealisticcustomerexpectations
E）sellproducts
Answer:
C
Diff:
2PageRef:
5
Skill:
Concept
Objective:
1-1
4）________isdefinedasasocialandmanagerialprocessbywhichindividualsandorganizationsobtainwhattheyneedandwantthroughvaluecreationandexchange.
A）Selling
B）Advertising
C）Bartering
D）Marketing
E）Negotiating
Answer:
D
Diff:
2PageRef:
5
Skill:
Concept
Objective:
1-1
5）Whichstepsofthefive-stepmarketingprocessareaboutunderstandingcustomers,creatingcustomervalue,andbuildingstrongcustomerrelationships?
A）thefirsttwoonly
B）thefirstthreeonly
C）thefirstfouronly
D）thelastthreeonly
E）thelastfouronly
Answer:
C
Diff:
2PageRef:
5
AACSB:
Communication
Skill:
Concept
Objective:
1-1
6）Accordingtothesimplefive-stepmodelofthemarketingprocess,acompanyneedsto________beforedesigningacustomer-drivenmarketingstrategy.
A）determinehowtodeliversuperiorvalue
B）buildprofitablerelationshipswithcustomers
C）usecustomerrelationshipmanagementtocreatefullpartnershipswithkeycustomers
D）understandthemarketplaceandcustomerneedsandwants
E）constructkeycomponentsofamarketingprogram
Answer:
D
Diff:
2PageRef:
5
AACSB:
Communication
Skill:
Concept
Objective:
1-2
7）________arehumanneedsasshapedbyindividualpersonalityandculture.
A）Needs
B）Wants
C）Demands
D）Values
E）Exchanges
Answer:
B
Diff:
2PageRef:
6
Skill:
Concept
Objective:
1-2
8）Whenbackedbybuyingpower,wantsbecome________.
A）socialneeds
B）demands
C）physicalneeds
D）self-esteemneeds
E）exchanges
Answer:
B
Diff:
1PageRef:
6
Skill:
Concept
Objective:
1-2
9）Whatdocompaniescallasetofbenefitsthattheypromisetoconsumerstosatisfytheirneeds?
A）marketoffering
B）valueproposition
C）demandsatisfaction
D）needproposition
E）evokedset
Answer:
A
Diff:
1PageRef:
6
Skill:
Concept
Objective:
1-2
10）Whichofthefollowingreferstosellersbeingpreoccupiedwiththeirownproductsandlosingsightofunderlyingconsumerneeds?
A）sellingmyopia
B）marketingmanagement
C）valueproposition
D）marketingmyopia
E）theproductconcept
Answer:
D
Diff:
1PageRef:
6
Skill:
Concept
Objective:
1-2
11）Whenmarketerssetlowexpectationsforamarketoffering,thebiggestrisktheyrunis________.
A）disappointingloyalcustomers
B）decreasingcustomersatisfaction
C）failingtoattractenoughcustomers
D）failingtounderstandtheircustomers'needs
E）incorrectlyidentifyingatargetmarket
Answer:
C
Diff:
1PageRef:
7
Skill:
Concept
Objective:
1-2
12）________istheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.
A）Avalueproposition
B）Exchange
C）Bribery
D）Valuecreation
E）Donation
Answer:
B
Diff:
1PageRef:
7
Skill:
Concept
Objective:
1-2
13）A（n）________isthesetofactualandpotentialbuyersofaproduct.
A）market
B）audience
C）group
D）segment
E）exchange
Answer:
A
Diff:
1PageRef:
7
Skill:
Concept
Objective:
1-2
14）Consumerresearch,productdevelopment,communication,distribution,pricing,andserviceareallcore________activities.
A）exchange
B）marketing
C）management
D）production
E）customerrelationshipmanagement
Answer:
B
Diff:
1PageRef:
7
AACSB:
Communication
Skill:
Concept
Objective:
1-2
15）Whichofthefollowingisthemostlikelyresultofamarketingstrategythatattemptstoserveallpotentialcustomers?
A）Allcustomerswillbedelighted.
B）Customer-perceivedvaluewillincrease.
C）Customerevangelistswillbecomeunpaidsalespersonsfortheserviceorproduct.
D）Notallcustomerswillbesatisfied.
E）Thecompanywillneedtofollowupwithademarketingcampaign.
Answer:
D
Diff:
3PageRef:
9
AACSB:
AnalyticSkills
Skill:
Concept
Objective:
1-3
16）Inthecaseofexcessdemand,________mayberequiredtoreducethenumberofcustomersortoshiftdemandtemporarilyorpermanently.
A）marketing
B）demarketing
C）valuemarketing
D）surplusing
E）negotiating
Answer:
B
Diff:
1PageRef:
9
Skill:
Concept
Objective:
1-3
17）Theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththemiscalled________.
A）marketingmanagement
B）positioning
C）segmentation
D）selling
E）differentiation
Answer:
A
Diff:
1PageRef:
8
Skill:
Concept
Objective:
1-3
18）Selectingwhichsegmentsofapopulationofcustomerstoserveiscalled________.
A）marketsegmentation
B）positioning
C）customization
D）targetmarketing
E）managingthemarketingeffort
Answer:
D
Diff:
1PageRef:
8
Skill:
Concept
Objective:
1-3
19）Whichofthefollowingisthesetofbenefitsacompanypromisestodeliverthecustomertosatisfytheirneeds?
A）amoney-backguarantee
B）lowpricing
C）goodcustomerservice
D）avalueproposition
E）anattribute
Answer:
D
Diff:
1PageRef:
9
Skill:
Concept
Objective:
1-3
20）Whichcustomerquestionisansweredbyacompany'svalueproposition?
A）"WhyshouldIbuyyourbrandratherthanacompetitor's?
"
B）"Howdoesyourbrandbenefitmeandsociety?
"
C）"Whatarethecostsandbenefitsofyourbrand?
"
D）"WhatkindofexperiencewillIhavewithproductsandservicesassociatedwiththisbrand?
"
E）"Whatarethebenefitsofbeingaloyalconsumerofyourbrand?
"
Answer:
A
Diff:
3PageRef:
9
AACSB:
Communication
Skill:
Concept
Objective:
1-3
21）Whichofthefollowingmarketingmanagementorientationsfocusesprimarilyonimprovingefficienciesalongthesupplychain?
A）productionconcept
B）productconcept
C）sellingconcept
D）marketingconcept
E）socialmarketingconcept
Answer:
A
Diff:
2PageRef:
9
AACSB:
AnalyticSkills
Skill:
Concept
Objective:
1-3
22）Whichofthefollowingmarketingmanagementconceptsismostlikelytoleadtomarketingmyopia?
A）customer-drivenmarketing
B）customer-drivingmarketing
C）socialmarketing
D）selling
E）production
Answer:
E
Diff:
3PageRef:
9
Skill:
Concept
Objective:
1-3
23）The________conceptisalignedwiththephilosophyofcontinuousproductimprovementandthebeliefthatcustomerswillchooseproductsthatofferthemostinquality,performance,andinnovativefeatures.
A）product
B）production
C）customer
D）marketing
E）promotion
Answer:
A
Diff:
1PageRef:
10
Skill:
Concept
Objective:
1-3
24）Theproductconceptsaysthatacompanyshoulddowhichofthefollowing?
A）improvemarketingofitsbestproducts
B）marketonlythoseproductswithhighcustomerappeal
C）focusonthetargetmarketandmakeproductsthatmeetthosecustomers'demands
D）focusonmakingcontinuousproductimprovements
E）makepromotingproductsthetoppriority
Answer:
D
Diff:
2PageRef:
10
Skill:
Concept
Objective:
1-3
25）"Buildabettermousetrapandtheworldwillbeatapathtoyourdoor"reflectsthe________concept.
A）production
B）marketing
C）selling
D）product
E）targetmarketing
Answer:
D
Diff:
2PageRef:
10
AACSB:
ReflectiveThinking
Skill:
Concept
Objective:
1-3
26）Whichconceptcallsforaggressivesellingandfocusesongeneratingtransactionstoobtainprofitablesales?
A）marketing
B）production
C）product
D）selling
E）societalmarketing
Answer:
D
Diff:
1PageRef:
10
Skill:
Concept
Objective:
1-3
27）Whichconceptholdsthatachievingorganizationalgoalsdependsonknowingtheneedsandwantsoftargetmarketsanddeliveringthedesiredsatisfactionsbetterthancompetitorsdo?
A）product
B）production
C）selling
D）marketing
E）equity
Answer:
D
Diff:
1PageRef:
10
Skill:
Concept
Objective:
1-3
28）Afirmthatusesthesellingconcepttakesa（n）________approach.
A）outside-in
B）myopic
C）inside-out
D）societal
E）customerservice
Answer:
C
Diff:
2PageRef:
10
Skill:
Concept
Objective:
1-3
29）Accordingtotheproductionconcept,consumerswillfavorproductsthatare________and________.
A）satisfying;qualityfocused
B）advertised;affordable
C）inhighdemand;hardtofind
D）segmented;convenient
E）available;affordable
Answer:
E
Diff:
3PageRef:
9
Skill:
Concept
Objective:
1-3
30）HerbKelleherofSouthwestAirlinesusedthemarketingconceptinhissuccessfulorganization.Havingacustomerdepartmentratherthanamarketingdepartment,assuggestedbyKelleher,isanexampleofa（n）________perspective.
A）outside-in
B）external
C）inside-out
D）modern
E）traditional
Answer:
A
Diff:
3PageRef:
10
Skill:
Concept
Objective:
1-3
31）Thoughoftencriticized,thesellingconceptisparticularlyappropriateandeffectivewithwhic
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