科特勒市场营销第一章知识题目解析.docx
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科特勒市场营销第一章知识题目解析
Chapter1Marketing:
CreatingandCapturingCustomerValue
1）Allofthefollowingareaccuratedescriptionsofmodernmarketing,EXCEPTwhichone?
A）Marketingisthecreationofvalueforcustomers.
B）Marketingismanagingprofitablecustomerrelationships.
C）Sellingandadvertisingaresynonymouswithmarketing.
D）Marketinginvolvessatisfyingcustomers'needs.
E）Marketingisusedbyfor-profitandnot-for-profitorganizations.
Answer:
C
Diff:
2PageRef:
2and4
Skill:
Concept
Objective:
1-1
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）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
6）________arehumanneedsasshapedbyindividualpersonalityandculture.
A）Needs
B）Wants
C）Demands
D）Values
E）Exchanges
Answer:
B
Diff:
2PageRef:
6
Skill:
Concept
Objective:
1-2
7）Whenbackedbybuyingpower,wantsbecome________.
A）socialneeds
B）demands
C）physicalneeds
D）self-esteemneeds
E）exchanges
Answer:
B
Diff:
1PageRef:
6
Skill:
Concept
Objective:
1-2
8）Whatdocompaniescallasetofbenefitsthattheypromisetoconsumerstosatisfytheirneeds?
A）marketoffering
B）valueproposition
C）demandsatisfaction
D）needproposition
E）evokedset
Answer:
A
Diff:
1PageRef:
6
Skill:
Concept
Objective:
1-2
9）Whichofthefollowingreferstosellersbeingpreoccupiedwiththeirownproductsandlosingsightofunderlyingconsumerneeds?
A）sellingmyopia
B）marketingmanagement
C）valueproposition
D）marketingmyopia
E）theproductconcept
Answer:
D
Diff:
1PageRef:
6
Skill:
Concept
Objective:
1-2
10）Whenmarketerssetlowexpectationsforamarketoffering,thebiggestrisktheyrunis________.
A）disappointingloyalcustomers
B）decreasingcustomersatisfaction
C）failingtoattractenoughcustomers
D）failingtounderstandtheircustomers'needs
E）incorrectlyidentifyingatargetmarket
Answer:
C
Diff:
1PageRef:
7
Skill:
Concept
Objective:
1-2
11）________istheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.
A）Avalueproposition
B）Exchange
C）Bribery
D）Valuecreation
E）Donation
Answer:
B
Diff:
1PageRef:
7
Skill:
Concept
Objective:
1-2
12）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
13）Inthecaseofexcessdemand,________mayberequiredtoreducethenumberofcustomersortoshiftdemandtemporarilyorpermanently.
A）marketing
B）demarketing
C）valuemarketing
D）surplusing
E）negotiating
Answer:
B
Diff:
1PageRef:
9
Skill:
Concept
Objective:
1-3
14）Theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththemiscalled________.
A）marketingmanagement
B）positioning
C）segmentation
D）selling
E）differentiation
Answer:
A
Diff:
1PageRef:
8
Skill:
Concept
Objective:
1-3
15）Selectingwhichsegmentsofapopulationofcustomerstoserveiscalled________.
A）marketsegmentation
B）positioning
C）customization
D）targetmarketing
E）managingthemarketingeffort
Answer:
D
Diff:
1PageRef:
8
Skill:
Concept
Objective:
1-3
16）Whichofthefollowingisthesetofbenefitsacompanypromisestodeliverthecustomertosatisfytheirneeds?
A）amoney-backguarantee
B）lowpricing
C）goodcustomerservice
D）avalueproposition
E）anattribute
Answer:
D
Diff:
1PageRef:
9
Skill:
Concept
Objective:
1-3
17）Theproductconceptsaysthatacompanyshoulddowhichofthefollowing?
A）improvemarketingofitsbestproducts
B）marketonlythoseproductswithhighcustomerappeal
C）focusonthetargetmarketandmakeproductsthatmeetthosecustomers'demands
D）focusonmakingcontinuousproductimprovements
E）makepromotingproductsthetoppriority
Answer:
D
Diff:
2PageRef:
10
Skill:
Concept
Objective:
1-3
18）Whichconceptcallsforaggressivesellingandfocusesongeneratingtransactionstoobtainprofitablesales?
A）marketing
B）production
C）product
D）selling
E）societalmarketing
Answer:
D
Diff:
1PageRef:
10
Skill:
Concept
Objective:
1-3
19）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
20）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
21）Thoughoftencriticized,thesellingconceptisparticularlyappropriateandeffectivewithwhichofthefollowingtypesofproducts?
A）convenience
B）shopping
C）specialty
D）unsought
E）demarketed
Answer:
D
Diff:
2PageRef:
10
Skill:
Concept
Objective:
1-3
22）Customer-drivenmarketingusuallyworkswellwhen________andwhencustomers________.
A）aclearneedexists;aredifficulttoidentify
B）customersknowwhattheywant;areloyaltothebrand
C）afirmcandeliverthegoodsdesired;arethoroughlyresearched
D）aclearneedexists;knowwhattheywant
E）aneedexists;don'tknowwhattheywant
Answer:
D
Diff:
2PageRef:
11
Skill:
Concept
Objective:
1-3
23）MarieOrtizenjoysherworkatFuturisticDesigns,Inc.Herorganizationunderstandsandanticipatescustomerneedsevenbetterthancustomersthemselvesdoandcreatesproductsandservicestomeetcurrentandfuturewantsanddemands.Marie'sfirmpractices________marketing.
A）customer-driven
B）customer-driving
C）relationship
D）donor
E）social
Answer:
B
Diff:
2PageRef:
11
Skill:
Concept
Objective:
1-3
24）Whichconceptholdsthatfirmsmuststrivetodelivervaluetocustomersinawaythatmaintainsorimprovestheconsumer'sandsociety'swell-being?
A）marketing
B）selling
C）product
D）societalmarketing
E）equity
Answer:
D
Diff:
1PageRef:
11
AACSB:
EthicalReasoning
Skill:
Concept
Objective:
1-3
25）Thethreeareasofconsiderationthatshouldbebalancedinthesocietalmarketingconceptareconsumerwants,society'sinterests,and________.
A）humanwelfare
B）wantsatisfaction
C）companyprofits
D）short-runwants
E）long-termneeds
Answer:
C
Diff:
2PageRef:
11
AACSB:
EthicalReasoning
Skill:
Concept
Objective:
1-3
26）Thesetofmarketingtoolsafirmusestoimplementitsmarketingstrategyiscalledthe________.
A）promotionmix
B）productmix
C）marketingmix
D）TQM
E）marketingeffort
Answer:
C
Diff:
2PageRef:
12
Skill:
Concept
Objective:
1-3
27）Ofthefollowing,whichisthemostimportantconceptofmodernmarketing?
A）customerrelationshipmanagement
B）societalmarketing
C）consumer-generatedmarketing
D）properlytrainedsalespeople
E）lowprices
Answer:
A
Diff:
2PageRef:
13
AACSB:
Communication
Skill:
Concept
Objective:
1-4
28）Itismostaccuratetosaythatcustomersbuyfromstoresandfirmsthatofferwhichofthefollowing?
A）thehighestvalueforthedollar
B）thehighestcustomer-perceivedvalue
C）thehighestlevelofcustomersatisfaction
D）themostattractivecompanyimage
E）themostconcernforsociety'sinterests
Answer:
B
Diff:
3PageRef:
13
Skill:
Concept
Objective:
1-4
29）Usingcustomerprofitabilityanalysistoweedoutunprofitablecustomersandtargetwinningonesforpamperingisreferredtoas________.
A）customerrelationshipmanagement
B）positioning
C）databasemarketing
D）selectiverelationshipmanagement
E）marketingmyopia
Answer:
D
Diff:
2PageRef:
17
Skill:
Concept
Objective:
1-4
30）Greaterconsumercontrolmeansthatcompaniesmustrelymoreonmarketingby________thanby________.
A）interruption;involvement
B）interaction;intrusion
C）socialization;information
D）producing;selling
E）inspiration;competition
Answer:
B
Diff:
2PageRef:
18
AACSB:
Communication
Skill:
Concept
Objective:
1-4
31）Thefinalstepinthemarketingprocessis________.
A）capturingvaluefromcustomers
B）creatingcustomerloyalty
C）creatingcustomerlifetimevalue
D）understandingthemarketplace
E）designingacustomer-drivenm
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