市场营销学题库marketing题库1

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

2、ynonymouswithmarketing.D)Marketinginvolvessatisfyingcustomers'needs.E)Marketingisusedbyfor-profitandnot-for-profitorganizations.Answer:CDiff:2PageRef:2and4Skill:Concept2)Accordingtotheopeningscenario,theTidemarketingteamisMOSTconcernedaboutwhichofthe

3、following?A)maintainingitsbrandshareB)fosteringcustomers'emotionalconnectionswiththeirproductC)advertisingtheirproduct'sbenefitsD)comparingtheeffectivenessoftheirproducttootherbrandsE)incorporatingconsumer-generatedmarketinginthemarketingmixAnswer:B3

4、)AccordingtomanagementguruPeterDrucker,"Theaimofmarketingisto________."A)createcustomervalueB)identifycustomerdemandsC)makesellingunnecessaryD)setrealisticcustomerexpectationsE)sellproductsAnswer:CDiff:2PageRef:5Skill:Concept4)________isdefinedasasoc

5、ialandmanagerialprocessbywhichindividualsandorganizationsobtainwhattheyneedandwantthroughvaluecreationandexchange.A)SellingB)AdvertisingC)BarteringD)MarketingE)NegotiatingAnswer:DDiff:2PageRef:5Skill:Concept5)Whichstepsofthefive-stepmarketingprocessa

6、reaboutunderstandingcustomers,39creatingcustomervalue,andbuildingstrongcustomerrelationships?A)thefirsttwoonlyB)thefirstthreeonlyC)thefirstfouronlyD)thelastthreeonlyE)thelastfouronlyAnswer:CDiff:2PageRef:5AACSB:CommunicationSkill:Concept6)Whenmarkete

7、rssetlowexpectationsforamarketoffering,thebiggestrisktheyrunis________.A)disappointingloyalcustomersB)decreasingcustomersatisfactionC)failingtoattractenoughcustomersD)failingtounderstandtheircustomers'needsE)incorrectlyidentifyingatargetmarketAnswer:

8、CDiff:1PageRef:7Skill:Concept7)________istheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.A)AvaluepropositionB)ExchangeC)BriberyD)ValuecreationE)DonationAnswer:BDiff:1PageRef:7Skill:Concept8)A(n)________isthesetofactualandpotenti