科特勒市场营销第一章习题答案

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1、Chapter1Marketing:CreatingandCapturingCustomerValue1)Allofthefollowingareaccuratedescriptionsofmodernmarketing,EXCEPTwhichone?A)Marketingisthecreationofvalueforcustomers.B)Marketingismanagingprofitablecustomerrelationships.C)Sellingandadvertisingaresynonymouswithmarketing.D)Marketinginvolvessatisf

2、yingcustomers'needs.E)Marketingisusedbyfor-profitandnot-for-profitorganizations.Answer:CDiff:2PageRef:2and4Skill:ConceptObjective:1-12)Accordingtotheopeningscenario,theTidemarketingteamisMOSTconcernedaboutwhichofthefollowing?A)maintainingitsbrandshareB)fosteringcustomers'emotionalconnectionswithth

3、eirproductC)advertisingtheirproduct'sbenefitsD)comparingtheeffectivenessoftheirproducttootherbrandsE)incorporatingconsumer-generatedmarketinginthemarketingmixAnswer:BDiff:2PageRef:2Skill:ConceptObjective:1-13)AccordingtomanagementguruPeterDrucker,"Theaimofmarketingisto________."A)createcustomerval

4、ueB)identifycustomerdemandsC)makesellingunnecessaryD)setrealisticcustomerexpectationsE)sellproductsAnswer:CDiff:2PageRef:5Skill:ConceptObjective:1-14)________isdefinedasasocialandmanagerialprocessbywhichindividualsandorganizationsobtainwhattheyneedandwantthroughvaluecreationandexchange.A)SellingB)

5、AdvertisingC)BarteringD)MarketingE)NegotiatingAnswer:DDiff:2PageRef:5Skill:Concept10Copyright©2010PearsonEducation,Inc.PublishingasPrenticeHallObjective:1-15)Accordingtothesimplefive-stepmodelofthemarketingprocess,acompanyneedsto________beforedesigningacustomer-drivenmarketingstrategy.A)determineh

6、owtodeliversuperiorvalueB)buildprofitablerelationshipswithcustomersC)usecustomerrelationshipmanagementtocreatefullpartnershipswithkeycustomersD)understandthemarketplaceandcustomerneedsandwantsE)constructkeycomponentsofamarketingprogramAnswer:DDiff:2PageRef:5AACSB:CommunicationSkill:ConceptObjectiv

7、e:1-26)________arehumanneedsasshapedbyindividualpersonalityandculture.A)NeedsB)WantsC)DemandsD)ValuesE)ExchangesAnswer:BDiff:2PageRef:6Skill:ConceptObjective:1-27)Whenbackedbybuyingpower,wantsbecome________.A)soc