科特勒市场营销第一章习题答案.doc

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

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

3、customers'emotionalconnectionswiththeirproductC)advertisingtheirproduct'sbenefitsD)comparingtheeffectivenessoftheirproducttootherbrandsE)incorporatingconsumer-generatedmarketinginthemarketingmixAnswer:BDiff:2PageRef:2Skill:ConceptObjective:1-13)AccordingtomanagementguruPeterDrucker,

4、"Theaimofmarketingisto________."A)createcustomervalueB)identifycustomerdemandsC)makesellingunnecessaryD)setrealisticcustomerexpectationsE)sellproductsAnswer:CDiff:2PageRef:5Skill:ConceptObjective:1-14)________isdefinedasasocialandmanagerialprocessbywhichindividualsandorganizationsob

5、tainwhattheyneedandwantthroughvaluecreationandexchange.A)Selling....word格式B)AdvertisingC)BarteringD)MarketingE)NegotiatingAnswer:DDiff:2PageRef:5Skill:ConceptObjective:1-15)Accordingtothesimplefive-stepmodelofthemarketingprocess,acompanyneedsto________beforedesigningacustomer-driven

6、marketingstrategy.A)determinehowtodeliversuperiorvalueB)buildprofitablerelationshipswithcustomersC)usecustomerrelationshipmanagementtocreatefullpartnershipswithkeycustomersD)understandthemarketplaceandcustomerneedsandwantsE)constructkeycomponentsofamarketingprogramAnswer:DDiff:2Page

7、Ref:5AACSB:CommunicationSkill:ConceptObjective:1-26)________arehumanneedsasshapedbyindividualpersonalityandculture.A)NeedsB)WantsC)DemandsD)ValuesE)ExchangesAnswer:BDiff:2PageRef:6Skill:ConceptObjective:1-27)Whenbackedbybuyingpower,wantsbecome________.A)socialneedsB)demandsC)physica

8、lneedsD)self-esteem