营销学原理测试12章英文版.docx

营销学原理测试12章英文版.docx

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营销学原理测试12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,watchedherinvestmentgrowfromasmall,seasidemoteltoathrivingyear-roundresortinjustafewyears.AtopacliffoverlookingtheMainecoast,SeagullTerracehadattractedthousandsofvisitorsduringsummer,butthenfacedatremendousdownturninbusinessduringwinter."But,giventheestablishedindustriesinthenearbytowns,verylittleyear-roundcompetition,andourcloseproximitytoPortland,"Caroladded,"Icouldn'tunderstandwhyseasonalityhadtohitSeagullTerracesohard!

"

SoCarolspentherfirstwinterdevisinganewmarketingplan.Sheputtogetherapromotionalpackagedesignedtoattractbusinesstravelersyear-round.Carol'splanalsoinvolvedaseasonalpromotionalgimmick—tobeimplementedfromearlywintertolatespring—thatwouldattractthesamenumbersasthelargesummercrowd.Herideaworked!

Duringhersecondwinter,Carolgreetednumerousbusinesstravelers—bothsatisfiedrepeatguestsaswellasnewguestswhohadbeensnaggedbyherpromotionalappeals.

"Westillhavealongwaytogo,"Caroladmitted."Ourdelicatessenoffersentreesthatareapartofthelocalcuisine,butwe'dliketoexpandthat.Weprovidehealthclubprivilegesoff-site,butwe'dliketoeventuallyprovideourown.ThesearegoalsIhopetoachieveinafewyears.Ourfirstproject,however,includedarenovationofourguestroomsandI'mquiteproudoftheresults."Carolthenadded,"Actuallytherearesomanypossibilities.Withanindoorpoolarea,Iwilleventuallyofferweekendgetawaysthroughoutwinter."

20、CarolVeldt'splanalsoinvolvesaseasonalpromotionalgimmickthatshewantstopromoteaggressively.Thisisanexampleofthe________concept.

A、selling

B、marketing

C、product

D、production

21、RenovationsoftheguestroomsattheSeagullTerraceandplanstoaddanindoorpoolareaareexamplesofthe________concept.

A、selling

B、marketing

C、product

D、production

22、CarolVeldthasdecidedtoaskselectedgueststoparticipateinanextensivesurveyabouttheirexperienceatSeagullTerraceandabouttheirrequirementsintermsofamenitiesandcuisines.Byimplementingthesuggestionsshereceivesfromguests,Carolwouldbefollowingthe________concept.

A、production

B、product

C、selling

D、marketing

23、Whichofthefollowingisthefirststepinstrategicplanning?

A、settingshort-termgoals

B、developingthebusinessportfolio

C、definingtheorganizationalmission

D、formulatingthekeymarketingstrategies

24、A________documentsanorganization'spurpose—whatitwantstoaccomplishinthelargerenvironment.

A、visionstatement

B、missionstatement

C、businessportfolio

D、valueproposition

25、WhichofthefollowingisNOTamarket-orientedbusinessdefinition?

A、"Weempowercustomerstorealizetheirdreams."

B、"Wemakehigh-qualityconsumerfoodproducts."

C、"Wesellsuccessandstatus."

D、"WecreatetheHiltonexperience."

26、Companiesthatdefinetheirmissionsintermsofproductsortechnologiesareconsideredmyopicprimarilybecause________.

A、productsandtechnologiesresultinlowreturnsoninvestment

B、consumerpreferenceswithregardtoproductsandtechnologyaredifficulttopredict

C、consumerpreferencesfordifferentproductcategoriesvaryfromtimetotime

D、productsandtechnologieseventuallybecomeoutdated

27、WhichofthefollowingisNOTanexampleofproduct-orientedmissionstatements?

A、"Weareanonlinelibrary."

B、"Werunthemeparks."

C、"Wesellathleticshoes."

D、"Wesellmemorableexperiences."

28、Thecollectionofbusinessesandproductsthatmakeupacompanyiscalledits________.

A、strategicbusinessunit

B、supplychain

C、strategicplan

D、businessportfolio

29、AccordingtotheBostonConsultingGroupapproach,________providesameasureofmarketattractiveness.

A、productattribute

B、productdesign

C、marketpenetration

D、marketgrowthrate

30、AccordingtotheBostonConsultingGroupapproach,________servesasameasureofcompanystrengthinthemarket.

A、relativemarketshare

B、productdevelopment

C、marketdiversification

D、productattribute

31、ThepharmaceuticalsdivisionofOmniHealthcareholdslowmarketshareinahigh-growthmarket.AccordingtotheBCGmatrix,thepharmaceuticalsdivisionofOmnicanbeclassifiedasa________.

A、star

B、bear

C、questionmark

D、cashcow

32、Makingmoresalestocurrentcustomerswithoutchangingafirm'sproductsisknownas________.

A、marketsegmentation

B、marketpenetration

C、productdiversification

D、productdevelopment

33、ThemanagersofArrow,anAmericanretailchain,arecurrentlyreviewingnewdemographicmarketstosellthefirm'scurrentproducts.Thisisanexampleof________.

A、marketpenetration

B、productdevelopment

C、massmarketing

D、marketdevelopment

34、ElmoCorp.,amanufacturerofpersonalcomputersandprinters,recentlyestablishedanofficefurnitureexportingbusiness.Thisisanexampleof________.

A、nichemarketi