市场营销学题库marketing题库1.doc

《市场营销学题库marketing题库1.doc》由会员上传分享，免费在线阅读，更多相关内容在应用文档-天天文库。

1、实用文档Chapter1Marketing:CreatingandCapturingCustomerValue1)Allofthefollowingareaccuratedescriptionsofmodernmarketing,EXCEPTwhichone?A)Marketingisthecreationofvalueforcustomers.B)Marketingismanagingprofitablecustomerrelationships.C)Sellingandadvertisingaresyno

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

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

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

5、ywhichindividualsandorganizationsobtainwhattheyneedandwantthroughvaluecreationandexchange.A)SellingB)AdvertisingC)BarteringD)MarketingE)NegotiatingAnswer:DDiff:2PageRef:5Skill:Concept实用文档5)Whichstepsofthefive-stepmarketingprocessareaboutunderstandingcustome

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

7、ng,thebiggestrisktheyrunis________.A)disappointingloyalcustomersB)decreasingcustomersatisfactionC)failingtoattractenoughcustomersD)failingtounderstandtheircustomers'needsE)incorrectlyidentifyingatargetmarketAnswer:CDiff:1PageRef:7Skill:Concept7)________isth

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