市场营销-题库

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1、市场营销-题库20)________isthesetofbenefitsacompanypromisestodelivertoitsconsumerstosatisfytheirneeds.A)Amoney-backguaranteeB)LowpricingC)GoodcustomerserviceD)AvaluepropositionE)AnattributeAnswer:DDiff:1PageRef:9Skill:ConceptAACSB:CommunicationObjective:1-322)Whichofthefollow

2、ingmarketingmanagementorientationsfocusesprimarilyonimprovingefficienciesalongthesupplychain?A)productionconceptB)productconceptC)sellingconceptD)marketingconceptE)societalmarketingconceptAnswer:ADiff:3PageRef:10Skill:ConceptObjective:1-323)Whichofthefollowingmarketing

3、managementconceptsismostlikelytoleadtomarketingmyopia?A)customer-drivenmarketingB)customer-drivingmarketingC)societalmarketingD)sellingE)productAnswer:EDiff:2PageRef:10Skill:ConceptObjective:1-324)Whichofthefollowingmarketingmanagementconceptsismostcloselyalignedwithth

4、ephilosophyofcontinuousproductimprovementandthebeliefthatcustomerswillchooseproductsthatofferhighquality,performance,andinnovativefeatures?A)productB)productionC)customerD)marketing22Copyright©2011PearsonEducation,Inc.E)promotionAnswer:ADiff:2PageRef:10Skill:ConceptObj

5、ective:1-330)Afirmthatusesthesellingconcepttakesa(n)________approach.A)outside-inB)customer-drivenC)inside-outD)marketingconceptE)customerserviceAnswer:CDiff:2PageRef:11Skill:ConceptObjective:1-331)Whichofthefollowingreflectsthemarketingconceptphilosophy?A)"Wedon'thave

6、amarketingdepartment,wehaveacustomerdepartment."B)"We'reinthebusinessofmakingandsellingsuperiorproducts."C)"Webuildthemsoyoucanbuythem."D)"Whenit'sprofitsversuscustomers'needs,profitswillalwayswinout."E)"Youwon'tfindabetterdealanywhere."Answer:ADiff:2PageRef:11Skill:Co

7、nceptObjective:1-346)Frequentflyerprogramsofferedbyairlinesareanexampleofa________.A)frequencymarketingprogramB)basiccustomerrelationshipC)clubmarketingprogramD)consumer-generatedmarketingprogramE)structuralbenefitprovidedfortopcustomersAnswer:ADiff:1PageRef:16Skill:Co

8、nceptObjective:1-54)Through________,manycompaniestodayarestrengtheningtheirconnectionstoallpartners,fromprovidersofra