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ID:40956191
大小:152.50 KB
页数:39页
时间:2019-08-11
《市场营销学题库marketing题库1》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
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
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