marketing management营销管理习题及答案（上）

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1、Chapter1:DefiningMarketingforthe21stCenturyChapter1:DefiningMarketingforthe21stCenturyGENERALCONCEPTQUESTIONSMultipleChoice1.Goodmarketingisnoaccident,butaresultofcarefulplanningand________.a.executionb.sellingc.strategiesd.tacticse.researchAnswer:aPage:4Levelofdifficulty:Medium2.Marketin

2、gisbothan“art”anda“science”—thereisconstanttensionbetweentheformulatedsideofmarketingandthe________side.a.creativeb.sellingc.managementd.forecastinge.behaviorAnswer:aPage:4Levelofdifficulty:Easy3.Themostformaldefinitionofmarketingis________.a.meetingneedsprofitablyb.identifyingandmeetingh

3、umanandsocialneedsc.the4Ps(Product,Price,Place,Promotion)d.anorganizationalfunctionandasetofprocessesforcreating,communicating,anddelivering,valuetocustomers,andformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders.e.improvingthequalityoflifeforconsumersAnswer

4、:dPage:6Levelofdifficulty:Medium4.Marketingmanagementis________.a.managingthemarketingprocessb.monitoringtheprofitabilityofthecompaniesproductsandservicesc.selectingtargetmarketsd.developingmarketingstrategiestomovethecompanyforwarde.theartandscienceofchoosingtargetmarketsandgetting,keepi

5、ng,andgrowingcustomersthroughcreating,delivering,andcommunicatingsuperiorcustomervalueAnswer:ePage:6Levelofdifficulty:Easy177Chapter1:DefiningMarketingforthe21stCenturyAtransactioninvolves________.a.atleasttwopartiesb.eachpartyhassomethingthatmightbeofvaluetotheotherpartyc.eachpartyiscapa

6、bleofcommunicationanddeliveryd.eachpartyisfreetoacceptorrejecttheexchangeoffere.alloftheaboveAnswer:ePages:6–7Levelofdifficulty:Medium2.________goodsconstitutethebulkofmostcountries’productionandmarketingefforts.a.Durableb.Impulsec.Physicald.Servicee.EventAnswer:cPage:8Levelofdifficulty:M

7、edium3.________canbeproducedandmarketedasaproduct.a.Informationb.Celebritiesc.Durablegoodsd.Organizationse.PropertiesAnswer:aPage:9Levelofdifficulty:Medium4.CharlesRevsonofRevlonobserved:“Inthefactory,wemakecosmetics;inthestore,________.”a.wemakeprofitsb.wechallenge