KotlerChapter1.docx

1、KotlerChapter1Chapter 1 Marketing: Creating and Capturing Customer Value1) All of the following are accurate descriptions of modern marketing, EXCEPT which one?A) Marketing is the creation of value for customers.为顾客创造价值B) Marketing is managing profitable customer relationships.建立稳固关系C) Selling and a

2、dvertising are synonymous with marketing.D) Marketing involves satisfying customers needs.为顾客创造价值E) Marketing is used by for-profit and not-for-profit organizations.Answer: CDiff: 2 Page Ref: 2 and 4Skill: ConceptObjective: 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) According to the ope

3、ning scenario, the Tide marketing team is MOST concerned about which of the following?A) maintaining its brand shareB) fostering customers emotional connections with their productC) advertising their products benefitsD) comparing the effectiveness of their product to other brandsE) incorporating con

4、sumer-generated marketing in the marketing mixAnswer: BDiff: 2 Page Ref: 2Skill: ConceptObjective: 1-13) According to management guru Peter Drucker, The aim of marketing is to _.A) create customer valueB) identify customer demandsC) make selling unnecessaryD) set realistic customer expectationsE) se

5、ll productsAnswer: CDiff: 2 Page Ref: 5Skill: ConceptObjective: 1-14) _ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation and exchange.A) SellingB) AdvertisingC) BarteringD) MarketingE) NegotiatingAnswer: DDiff:

6、 2 Page Ref: 5Skill: ConceptObjective: 1-15) Which steps of the five-step marketing process are about understanding customers, creating customer value, and building strong customer relationships?A) the first two onlyB) the first three onlyC) the first four onlyD) the last three onlyE) the last four

7、onlyAnswer: CDiff: 2 Page Ref: 5AACSB: CommunicationSkill: ConceptObjective: 1-16) According to the simple five-step model of the marketing process, a company needs to _ before designing a customer-driven marketing strategy.A) determine how to deliver superior valueB) build profitable relationships

8、with customersC) use customer relationship management to create full partnerships with key customersD) understand the marketplace and customer needs and wantsE) construct key components of a marketing programAnswer: DDiff: 2 Page Ref: 5AACSB: CommunicationSkill: ConceptObjective: 1-27) _ are human n

9、eeds as shaped by individual personality and culture.A) NeedsB) WantsC) DemandsD) ValuesE) ExchangesAnswer: BDiff: 2 Page Ref: 6Skill: ConceptObjective: 1-28) When backed by buying power, wants become _.A) social needsB) demandsC) physical needsD) self-esteem needsE) exchangesAnswer: BDiff: 1 Page R

10、ef: 6Skill: ConceptObjective: 1-29) What do companies call a set of benefits that they promise to consumers to satisfy their needs?A) market offeringB) value propositionC) demand satisfactionD) need propositionE) evoked setAnswer: ADiff: 1 Page Ref: 6Skill: ConceptObjective: 1-210) Which of the foll

11、owing refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs?A) selling myopiaB) marketing managementC) value propositionD) marketing myopiaE) the product conceptAnswer: DDiff: 1 Page Ref: 6Skill: ConceptObjective: 1-211) When marketers set low expe

12、ctations for a market offering, the biggest risk they run is _.A) disappointing loyal customersB) decreasing customer satisfactionC) failing to attract enough customersD) failing to understand their customers needsE) incorrectly identifying a target marketAnswer: CDiff: 1 Page Ref: 7Skill: ConceptOb

13、jective: 1-212) _ is the act of obtaining a desired object from someone by offering something in return.A) A value propositionB) ExchangeC) BriberyD) Value creationE) DonationAnswer: BDiff: 1 Page Ref: 7Skill: ConceptObjective: 1-213) A(n) _ is the set of actual and potential buyers of a product.A)

14、marketB) audienceC) groupD) segmentE) exchangeAnswer: ADiff: 1 Page Ref: 7Skill: ConceptObjective: 1-214) Consumer research, product development, communication, distribution, pricing, and service are all core _ activities.A) exchangeB) marketingC) managementD) productionE) customer relationship mana

15、gementAnswer: BDiff: 1 Page Ref: 7AACSB: CommunicationSkill: ConceptObjective: 1-215) Which of the following is the most likely result of a marketing strategy that attempts to serve all potential customers?A) All customers will be delighted.B) Customer-perceived value will increase.C) Customer evang

16、elists will become unpaid salespersons for the service or product.D) Not all customers will be satisfied.E) The company will need to follow up with a demarketing campaign.Answer: DDiff: 3 Page Ref: 9AACSB: Analytic SkillsSkill: ConceptObjective: 1-316) In the case of excess demand, _ may be required

17、 to reduce the number of customers or to shift demand temporarily or permanently.A) marketingB) demarketingC) value marketingD) surplusingE) negotiatingAnswer: BDiff: 1 Page Ref: 9Skill: ConceptObjective: 1-317) The art and science of choosing target markets and building profitable relationships wit

18、h them is called _.A) marketing managementB) positioningC) segmentationD) sellingE) differentiationAnswer: ADiff: 1 Page Ref: 8Skill: ConceptObjective: 1-318) Selecting which segments of a population of customers to serve is called _.A) market segmentationB) positioningC) customizationD) target mark

19、etingE) managing the marketing effortAnswer: DDiff: 1 Page Ref: 8Skill: ConceptObjective: 1-319) Which of the following is the set of benefits a company promises to deliver the customer to satisfy their needs?A) a money-back guaranteeB) low pricingC) good customer serviceD) a value propositionE) an

20、attributeAnswer: DDiff: 1 Page Ref: 9Skill: ConceptObjective: 1-320) Which customer question is answered by a companys value proposition?A) Why should I buy your brand rather than a competitors?B) How does your brand benefit me and society?C) What are the costs and benefits of your brand?D) What kin

21、d of experience will I have with products and services associated with this brand?E) What are the benefits of being a loyal consumer of your brand?Answer: ADiff: 3 Page Ref: 9AACSB: CommunicationSkill: ConceptObjective: 1-321) Which of the following marketing management orientations focuses primaril

22、y on improving efficiencies along the supply chain?A) production conceptB) product conceptC) selling conceptD) marketing conceptE) social marketing conceptAnswer: ADiff: 2 Page Ref: 9AACSB: Analytic SkillsSkill: ConceptObjective: 1-322) Which of the following marketing management concepts is most li

23、kely to lead to marketing myopia?A) customer-driven marketingB) customer-driving marketingC) social marketingD) sellingE) productionAnswer: EDiff: 3 Page Ref: 9Skill: ConceptObjective: 1-323) The _ concept is aligned with the philosophy of continuous product improvement and the belief that customers

24、 will choose products that offer the most in quality, performance, and innovative features.A) productB) productionC) customerD) marketingE) promotionAnswer: ADiff: 1 Page Ref: 10Skill: ConceptObjective: 1-324) The product concept says that a company should do which of the following?A) improve market

25、ing of its best productsB) market only those products with high customer appealC) focus on the target market and make products that meet those customers demandsD) focus on making continuous product improvementsE) make promoting products the top priorityAnswer: DDiff: 2 Page Ref: 10Skill: ConceptObje

26、ctive: 1-325) Build a better mousetrap and the world will beat a path to your door reflects the _ concept.A) productionB) marketingC) sellingD) productE) target marketingAnswer: DDiff: 2 Page Ref: 10AACSB: Reflective ThinkingSkill: ConceptObjective: 1-326) Which concept calls for aggressive selling

27、and focuses on generating transactions to obtain profitable sales?A) marketingB) productionC) productD) sellingE) societal marketingAnswer: DDiff: 1 Page Ref: 10Skill: ConceptObjective: 1-327) Which concept holds that achieving organizational goals depends on knowing the needs and wants of target ma

28、rkets and delivering the desired satisfactions better than competitors do?A) productB) productionC) sellingD) marketingE) equityAnswer: DDiff: 1 Page Ref: 10Skill: ConceptObjective: 1-328) A firm that uses the selling concept takes a(n) _ approach.A) outside-inB) myopicC) inside-outD) societalE) cus

29、tomer serviceAnswer: CDiff: 2 Page Ref: 10Skill: ConceptObjective: 1-329) According to the production concept, consumers will favor products that are _ and _.A) satisfying; quality focusedB) advertised; affordableC) in high demand; hard to findD) segmented; convenientE) available; affordableAnswer:

30、EDiff: 3 Page Ref: 9Skill: ConceptObjective: 1-330) Herb Kelleher of Southwest Airlines used the marketing concept in his successful organization. Having a customer department rather than a marketing department, as suggested by Kelleher, is an example of a(n) _ perspective.A) outside-inB) externalC) inside-outD) modernE) traditionalAnswer: ADiff: 3 Page Ref: 10Skill: ConceptObjective: 1-331) Though often criticized, the selling concept is particularly appropriate and effective with whic