1、科特勒市场营销第一章知识题目解析Chapter 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.B) Marketing is managing profitable customer relationships.C) Selling and advertising
2、are synonymous with marketing.D) Marketing involves satisfying customers needs.E) Marketing is used by for-profit and not-for-profit organizations.Answer: CDiff: 2 Page Ref: 2 and 4Skill: ConceptObjective: 1-12) According to the opening scenario, the Tide marketing team is MOST concerned about which
3、 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 consumer-generated marketing in the marketing mixAnswer: BDiff: 2 Page
4、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) sell productsAnswer: CDiff: 2 Page Ref: 5Skill: ConceptObjective: 1-14
5、) _ 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: 2 Page Ref: 5Skill: ConceptObjective: 1-15) According to the simple
6、 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 with customersC) use customer relationship management to create full partnerships with key customersD) und
7、erstand the marketplace and customer needs and wantsE) construct key components of a marketing programAnswer: DDiff: 2 Page Ref: 5AACSB: CommunicationSkill: ConceptObjective: 1-26) _ are human needs as shaped by individual personality and culture.A) NeedsB) WantsC) DemandsD) ValuesE) ExchangesAnswer
8、: BDiff: 2 Page Ref: 6Skill: ConceptObjective: 1-27) When backed by buying power, wants become _.A) social needsB) demandsC) physical needsD) self-esteem needsE) exchangesAnswer: BDiff: 1 Page Ref: 6Skill: ConceptObjective: 1-28) What do companies call a set of benefits that they promise to consumer
9、s to satisfy their needs?A) market offeringB) value propositionC) demand satisfactionD) need propositionE) evoked setAnswer: ADiff: 1 Page Ref: 6Skill: ConceptObjective: 1-29) Which of the following refers to sellers being preoccupied with their own products and losing sight of underlying consumer n
10、eeds?A) selling myopiaB) marketing managementC) value propositionD) marketing myopiaE) the product conceptAnswer: DDiff: 1 Page Ref: 6Skill: ConceptObjective: 1-210) When marketers set low expectations for a market offering, the biggest risk they run is _.A) disappointing loyal customersB) decreasin
11、g customer satisfactionC) failing to attract enough customersD) failing to understand their customers needsE) incorrectly identifying a target marketAnswer: CDiff: 1 Page Ref: 7Skill: ConceptObjective: 1-211) _ is the act of obtaining a desired object from someone by offering something in return.A)
12、A value propositionB) ExchangeC) BriberyD) Value creationE) DonationAnswer: BDiff: 1 Page Ref: 7Skill: ConceptObjective: 1-212) Consumer research, product development, communication, distribution, pricing, and service are all core _ activities.A) exchangeB) marketingC) managementD) productionE) cust
13、omer relationship managementAnswer: BDiff: 1 Page Ref: 7AACSB: CommunicationSkill: ConceptObjective: 1-213) In the case of excess demand, _ may be required to reduce the number of customers or to shift demand temporarily or permanently.A) marketingB) demarketingC) value marketingD) surplusingE) nego
14、tiatingAnswer: BDiff: 1 Page Ref: 9Skill: ConceptObjective: 1-314) The art and science of choosing target markets and building profitable relationships with them is called _.A) marketing managementB) positioningC) segmentationD) sellingE) differentiationAnswer: ADiff: 1 Page Ref: 8Skill: ConceptObje
15、ctive: 1-315) Selecting which segments of a population of customers to serve is called _.A) market segmentationB) positioningC) customizationD) target marketingE) managing the marketing effortAnswer: DDiff: 1 Page Ref: 8Skill: ConceptObjective: 1-316) Which of the following is the set of benefits a
16、company promises to deliver the customer to satisfy their needs?A) a money-back guaranteeB) low pricingC) good customer serviceD) a value propositionE) an attributeAnswer: DDiff: 1 Page Ref: 9Skill: ConceptObjective: 1-317) The product concept says that a company should do which of the following?A)
17、improve marketing 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: 10Skil
18、l: ConceptObjective: 1-318) Which concept calls for aggressive selling and focuses on generating transactions to obtain profitable sales?A) marketingB) productionC) productD) sellingE) societal marketingAnswer: DDiff: 1 Page Ref: 10Skill: ConceptObjective: 1-319) A firm that uses the selling concept
19、 takes a(n) _ approach.A) outside-inB) myopicC) inside-outD) societalE) customer serviceAnswer: CDiff: 2 Page Ref: 10Skill: ConceptObjective: 1-320) According to the production concept, consumers will favor products that are _ and _.A) satisfying; quality focusedB) advertised; affordableC) in high d
20、emand; hard to findD) segmented; convenientE) available; affordableAnswer: EDiff: 3 Page Ref: 9Skill: ConceptObjective: 1-321) Though often criticized, the selling concept is particularly appropriate and effective with which of the following types of products?A) convenienceB) shoppingC) specialtyD)
21、unsoughtE) demarketedAnswer: DDiff: 2 Page Ref: 10Skill: ConceptObjective: 1-322) Customer-driven marketing usually works well when _ and when customers _.A) a clear need exists; are difficult to identifyB) customers know what they want; are loyal to the brandC) a firm can deliver the goods desired;
22、 are thoroughly researchedD) a clear need exists; know what they wantE) a need exists; dont know what they wantAnswer: DDiff: 2 Page Ref: 11Skill: ConceptObjective: 1-323) Marie Ortiz enjoys her work at Futuristic Designs, Inc. Her organization understands and anticipates customer needs even better
23、than customers themselves do and creates products and services to meet current and future wants and demands. Maries firm practices _ marketing.A) customer-drivenB) customer-drivingC) relationshipD) donorE) socialAnswer: BDiff: 2 Page Ref: 11Skill: ConceptObjective: 1-324) Which concept holds that fi
24、rms must strive to deliver value to customers in a way that maintains or improves the consumers and societys well-being?A) marketingB) sellingC) productD) societal marketingE) equityAnswer: DDiff: 1 Page Ref: 11AACSB: Ethical ReasoningSkill: ConceptObjective: 1-325) The three areas of consideration
25、that should be balanced in the societal marketing concept are consumer wants, societys interests, and _.A) human welfareB) want satisfactionC) company profitsD) short-run wantsE) long-term needsAnswer: CDiff: 2 Page Ref: 11AACSB: Ethical ReasoningSkill: ConceptObjective: 1-326) The set of marketing
26、tools a firm uses to implement its marketing strategy is called the _.A) promotion mixB) product mixC) marketing mixD) TQME) marketing effortAnswer: CDiff: 2 Page Ref: 12Skill: ConceptObjective: 1-327) Of the following, which is the most important concept of modern marketing?A) customer relationship
27、 managementB) societal marketingC) consumer-generated marketingD) properly trained salespeopleE) low pricesAnswer: ADiff: 2 Page Ref: 13AACSB: CommunicationSkill: ConceptObjective: 1-428) It is most accurate to say that customers buy from stores and firms that offer which of the following?A) the hig
28、hest value for the dollarB) the highest customer-perceived valueC) the highest level of customer satisfactionD) the most attractive company imageE) the most concern for societys interestsAnswer: BDiff: 3 Page Ref: 13Skill: ConceptObjective: 1-429) Using customer profitability analysis to weed out un
29、profitable customers and target winning ones for pampering is referred to as _.A) customer relationship managementB) positioningC) database marketingD) selective relationship managementE) marketing myopiaAnswer: DDiff: 2 Page Ref: 17Skill: ConceptObjective: 1-430) Greater consumer control means that
30、 companies must rely more on marketing by _ than by _.A) interruption; involvementB) interaction; intrusionC) socialization; informationD) producing; sellingE) inspiration; competitionAnswer: BDiff: 2 Page Ref: 18AACSB: CommunicationSkill: ConceptObjective: 1-431) The final step in the marketing process is _.A) capturing value from customersB) creating customer loyaltyC) creating customer lifetime valueD) understanding the marketplaceE) designing a customer-driven m
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