市场营销学试题库marketing试题库1

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

2、ymouswithmarketing.D)Marketinginvolvessatisfyingcustomers'needs.E)Marketingisusedbyfor-profitandnot-for-profitorganizations.Answer:CDiff:2PageRef:2and4Skill:Concept2)Accordingtotheopeningscenario,theTidemarketingteamisMOSTconcernedaboutwhichofthefollowing?A)

3、maintainingitsbrandshareB)fosteringcustomers'emotionalconnectionswiththeirproductC)advertisingtheirproduct'sbenefitsD)comparingtheeffectivenessoftheirproducttootherbrandsE)incorporatingconsumer-generatedmarketinginthemarketingmixAnswer:B3)Accordingtomanageme

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

5、chindividualsandorganizationsobtainwhattheyneedandwantthroughvaluecreationandexchange.A)SellingB)AdvertisingC)BarteringD)MarketingE)NegotiatingAnswer:DDiff:2PageRef:5Skill:Concept参考....5)Whichstepsofthefive-stepmarketingprocessareaboutunderstandingcustomers,

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

7、hebiggestrisktheyrunis________.A)disappointingloyalcustomersB)decreasingcustomersatisfactionC)failingtoattractenoughcustomersD)failingtounderstandtheircustomers'needsE)incorrectlyidentifyingatargetmarketAnswer:CDiff:1PageRef:7Skill:Concept7)________istheacto

8、fobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.A)AvaluepropositionB)ExchangeC)BriberyD)ValuecreationE)DonationAnswer:BDiff:1PageRef:7Skill:Concept8)A(n)________isthesetofactualan