营销学原理测试12章英文版学习资料Word下载.docx

1、2、Marketing is defined as a social and managerial process by which individuals and organizations obtain what they need and want through _.A、research and developmentB、innovation and creativityC、manufacturing efficienciesD、value creation and exchange3、According to management guru Peter Drucker, The ai

2、m of marketing is to _.A、maximize profits of the companyB、emphasize customer wants and not customer needsC、make selling unnecessaryD、fulfill unrealistic customer expectations4、_ are human needs that are shaped by culture and individual personality.A、NecessitiesB、WantsC、DemandsD、Values5、Greg Williams

3、 now has the buying power to purchase the desktop computer that he has wanted for the last six months. Gregs want now has become a（n） _.A、needB、necessityC、demandD、exchange6、_ is the act of obtaining a desired object from someone by offering something in return.A、ValuationB、ExchangeC、Market offeringD

4、、Confiscation7、Which of the following statements reflects the marketing concept?A、Focus on making continuous product improvements.B、Undertake a large-scale selling and promotion effort.C、Emphasize an inside-out perspective.D、Consider customer focus and value as the paths to sales and profits.8、Cathy

5、s Clothes is a small yet successful retail chain that sells womens clothing and accessories with a focus on buyers who have relatively modest means. For this specific purpose, the firm has rolled out several marketing initiatives aimed at women of a specific demographic. This is an example of _.A、am

6、bush marketingB、social marketingC、societal marketingD、target marketing9、Which of the following marketing management concepts is most likely to lead to marketing myopia?A、customer-driven marketing conceptB、product conceptC、societal marketing conceptD、marketing concept10、Henry Fords philosophy was to

7、perfect the Model T so that its cost could be reduced further for increased consumer affordability. This reflects the _ concept.A、productB、productionC、sellingD、marketing11、Which of the following statements is true of the selling concept?A、It requires minimum promotion efforts.B、It creates long-term,

8、 profitable customer relationships.C、It takes an outside-in perspective.D、It is typically practiced with unsought goods.12、Which of the following marketing orientations holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satis

9、factions better than competitors do?A、the product conceptB、the production conceptC、the selling conceptD、the marketing concept13、Some fast-food restaurants offer tasty and convenient food at affordable prices, but in doing so they contribute to a national obesity epidemic and environmental problems.

10、These fast-food restaurants overlook the _ philosophy.A、marketing conceptC、production conceptD、societal marketing concept14、The primary key to delivering customer satisfaction is to match product performance with _.A、the performance of competitive productsB、competitive pricesC、customer expectationsD

11、、limited customer services15、Sally recently purchased Brand X lotion. In comparing her perception of how the lotion made her skin feel and look to her expectations about Brand X lotion, Sally was measuring her level of _.A、share of customerB、customer satisfactionC、customer equityD、customer-perceived

12、 value16、Which of the following strategies would a company most likely use to increase customer satisfaction?A、decreasing the variety of offered servicesB、divestingC、lowering pricesD、firing unprofitable customers17、Losing a customer once means losing the entire stream of possible purchases that the

13、customer would make over an extended period of patronage. This statement specifically indicates loss in terms of _.A、customer-perceived valueB、marketing offeringsC、partner relationship managementD、customer lifetime value18、Which of the following refers to the total combined customer lifetime value o

14、f all of the companys current and potential customers?B、marketing mixD、target market19、Customers can be classified into four relationship groups based on their profitability and projected loyalty. Which customer type is associated with high profitability and long-term loyalty?A、barnaclesB、strangersC、butterfliesD、true friends20-22 Refer to the scenario below to answer the questions.Carol Veldt, owner of Seagull Terrace