marketing整理打印版.docx
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marketing整理打印版.docx
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marketing整理打印版
Chapter1
Marketingis_____.
1.anotherwordforadvertisingandsales
2.onlyusedbymajorcorporations
3.aboutsatisfyingcustomerneeds
4.aboutsimplymakingaprofit
Thefirststepinthemarketingprocessistoworktounderstandcustomers.
1.True
2.False
Themostbasicconceptunderlyingmarketingisthatof_____.
1.profits
2.products
3.humanneeds
4.services
Marketerscreatesocialneedsinconsumers.
1.True
2.False(Marketersdonotcreatecustomerneeds,whethersocial,physicalorindividual.Needsareabasicpartofthehumanmakeup.)
Theactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturniscalleda(n)_____.
1.exchange
2.switch
3.market
4.sale
Theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththemiscalled_____.
1.marketingprofiles
2.marketingmaneuvers
3.marketingselection
4.marketingmanagement
Whichmarketingphilosophylistedbelowisusefulwhensupplyexceedsdemandandwhenproductioncostsaretoohighandneedtobereduced?
1.productionconcept
2.productconcept
3.sellingconcept
4.marketingconcept
Whichmarketingphilosophybelievesthatanorganizationcanachieveitsgoalsifitknowstheneedsofitstargetmarketwellanddeliverssatisfactionbetterthanitscompetition?
1.productionconcept
2.productconcept
3.sellingconcept
4.marketingconcept
Customerrelationshipmanagement(CRM)issolelyaboutacquiringandkeepingcustomers.
1.True
2.False(CRMisaboutacquiring,keepingandgrowingcustomers.)
Tobuildlastingcustomerrelationships,firmsshouldfocusondelivering_____and_____.
1.highqualityproducts;lowprices
2.customervalue;customersatisfaction
3.customersatisfaction;customergrowth
4.customervalue;highprofits
Itcosts5to10timesmoretofindanewcustomerthantokeepacurrentonehappy.
1.True(Duetochangingdemographics,morecompetition,andovercapacityinmanyindustries,thecostoffindingnewcustomersisrising.)
2.False
Theaimofcustomerrelationshipmanagementisto_____.
1.createcustomersatisfaction
2.createcustomerprofits
3.createcustomerdelight
4.createcustomerlonging
Theportionofthecustomer’spurchasingpowerthatacompanygetsinitsproductcategoriesiscalledits_____.
1.customerequity
2.shareofcustomer
3.customerquotient
4.customerlifetimevalue
Customersthatareagoodfitbetweenacompany’sofferingsandthatareexpectedtobeloyaloverthelongtermarecalled_____.
1.butterflies
2.barnacles
3.truefriends
4.strangers
ThemostdramaticnewtechnologyistheInternet.
1.True
2.False
The_____isthenation’s24thlargestadvertiserwithanannualbudgetofover$1billion.
1.ProcterandGambleCo.
2.BoeingCo.
3.LeviStraussCo.
4.U.S.Government
Whichofthefirstfourstepsofthemarketingprocessasks,“Whatconsumerswillweserve?
”and“Howcanwebestservetargetedcustomers?
”
1.Step1:
Understandingthemarketplace
2.Step2:
Designingthemarketingstrategy
3.Step3:
Constructingthemarketingprogram
4.Step4:
Buildingprofitablerelationshipswithcustomers
Whichstepofthemarketingprocessisthemostimportant?
1.Step1:
Understandingthemarketplace
2.Step2:
Designingthemarketingstrategy
3.Step3:
Constructingthemarketingprogram
4.Step4:
Buildingprofitablerelationshipswithcustomers
Inadditiontodelightingcustomers,companiestodaymustalsoharnesstechnology,thinkgloballyandbeethicallyandsociallyresponsible.
1.True
2.False
Chapter2
Thistypeofbusinessplaninvolvesadaptingthefirmtotakeadvantageofopportunitiesinitsconstantlychangingenvironment.
1.annualplan
2.marketingplan
3.strategicplan
4.long-rangeplan
Agoodmissionstatementshouldbeallofthefollowingexcept_____.
1.marketoriented
2.productoriented
3.realistic
4.motivating
Theorganizationshouldbaseitsmissionstatementonits_____.
1.profitablegoals
2.customers’welfare
3.product’svalue
4.distinctivecompetencies
Businessportfoliomanagementinvolvestwosteps.Step1requiresthebusinesstoanalyzeitscurrentbusinessportfolio.Step2requiresittoshapeitsfutureportfolio.
1.True
2.False
_____arelow-growth,high-sharebusinessesorproducts.
1.Questionmarks
2.Cashcows
3.Dogs
4.Stars
_____arehigh-growth,high-sharebusinessesorproducts.
1.Questionmarks
2.Cashcows
3.Dogs
4.Stars
WhichofthefollowingarelimitationstotheBCGmethodofstrategicplanning?
1.difficulttoimplement
2.costly
3.providelittleadviceforthefuture
4.alloftheabove
_____hasthemainresponsibilityforachievingprofitablegrowthforacompany.
1.Management
2.Humanresources
3.Marketing
4.Alloftheabove
WhichofthefollowingisanexampleofmarketpenetrationforStarbucks?
1.addingdrive-thruwindowstotheircurrentcoffeeshops
2.addingnewstoresintheSoutheast(marketdevelopment)
3.addinghotbreakfastitemstothemenu(productdevelopment)
4.buyingHearMusic(diversification)
Downsizingisreducingthebusinessportfoliobyeliminatingproductsorbusinessunitsthatarenotprofitableornolongerfitthecompany’soverallimage.
1.True
2.False
The_____takesthecustomer’spointofview.
1.HumanResourceDept.
2.ManagementDept.
3.InformationTechnologyDept.
4.MarketingDept.
_____shouldbeatthecenterofacompany’smarketingstrategy.
1.Customers
2.Profits
3.Products
4.Employees
_____involvesdividingamarketintodistinctgroupsofbuyerswhohavedistinctneeds,characteristics,orbehaviorsandwhomightrequireseparateproductsormarketingmixes.
1.Marketdefinition
2.Targetmarketing
3.Productpositioning
4.Marketsegmentation
Oncethevariousmarketsegmentshavebeendetermined,thenextstepinthemarketingstrategyprocessis_____.
1.marketevaluation
2.targetmarketing
3.productpositioning
4.marketpenetration
Acompanyshouldtargetsegmentsinwhichitcanprofitablygeneratethegreatestcustomervalueandsustainitovertime.
1.True
2.False
Thepurposeofaproduct’simagestatementistopresenttheproductinaclear,distinctanddesirablewayrelativetocompetingproductsinthemindsoftargetconsumers.
1.True
2.False(positioningstatement)
Thesetofcontrollable,tacticalmarketingtoolsthatthefirmblendstogethertoproduceitsresponsetothewantsofitstargetmarketarecalledits_____.
1.marketingarsenal
2.marketingmix
3.marketingportfolio
4.integratedmarketingoptions(IMOs)
ThefourP’sinmarketingreferto_____,_____,_____and_____.
1.product;place;price;promotion
2.product;property;price;promotion
3.production;property;people;promotion
4.product;place;promotion;people
Whichofthe“P’s”listedbelowrelatestoacustomer’scost?
1.product
2.place
3.price
4.promotion
Managersarecorrectinthinkingthat,“doingthingsright”(implementation)ismoreimportantthan,“doingtherightthings”(strategy).
1.True
2.False(botharecriticaltosuccess)
Chapter3
Acompany’s_____consistsofitssuppliers,marketingintermediaries,customers,competitorsandpublics.
1.macroenvironment
2.microenvironment
3.businessenvironment
4.marketingenvironment
_____includeresellers,marketingserviceagenciesandfinancialfirmsthathelpacompanytopromoteandsellitsofferingstoitsfinalcustomers.
1.Advertisingagencies
2.Suppliers
3.Intelligencefirms
4.Marketingintermediaries
Marketerstodayareonlyconcernedwiththeirconsumermarkets.
1.True
2.False(marketerstodaymayhavefivetypesofcustomermarkets.Thesearetheconsumermarket,thebusinessmarket,theresellermarket,thegovernmentmarketandtheinternationalmarket.
Acompany’s_____publicincludesitsworkers,managers,volunteersandboardofdirectors.
1.employee
2.citizen-action
3.internal
4.humanresource
ThesinglemostimportantdemographictrendintheU.S.isthechangingagestructureofthepopulation.
1.True
2.False
OfthesevengenerationspresentintheU.S.today,_____is(are)thelargestandmostinfluential.
1.theBabyBoomers
2.GenerationX
3.GenerationY
4.theMillenials
IntheUnitedStatestoday,marriedcoupleswithchildrenmakeup_____ofthenation’s105millionhouseholds.
1.50%
2.65%
3.25%
4.34%
ThedisabledmarketisrelativelysmallintheUnitedStatesandisnotbeingactivelypursuedbymarketers.
1.True
2.False(Marketersareactivelypursuingthismarket,whichislargerthantheHispanicandAfrican-Americanmarkets)
The“shopuntilyoudrop”mentalityofthe1990’shasbeenreplacedwithamore_____approach.
1.saveallyoucan
2.valueiskey
3.don’tshopatall
4.splurgeregularly
Therearethreetrendsinthenaturalenvironmentthatmarketersaremonitoring.Theseare_____,_____and_____.
1.shortagesofrawmaterials;increasedlegislation;increasedconsumerism
2.thegreenmovement;shortagesofrawmaterials;increasedpollution
3.increasedpollution;increasedgovernmentintervention;shortagesofrawmaterials
4.increasedconsumerism;increasedpopulation;increasedethicalexpectations
Themostdramaticforceshapingbusinesstodayisthe_____environment.
1.natural
2.technological
3.economic
4.political
Whichcountryleadstheworldinresearchanddevelopmentspending?
1.UnitedStates
2.Japan
3.China
4.Germany
Legislationaffectingbusinesshas_____overtheyears.
1.increasedsteadily
2.decreasedslightly
3.remainedsteady
4.grownimmensely
ThislegislationprohibitsWebsitesoronlineservicesfromcollectingpersonalinformationfromchildr
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