Marketing题库

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1、I.Definingthefollowingterms.(20points)1.utility2.marketingconcept3.customervalue4.marketsegmentation5.productII.Trueorfalse(25points):1.Marketingcreatestaskutility,butnottimeorplaceutility.2.Competitivebarriersareconditionsthatmakeitdifficulttocompeteinam

2、arket.3.Marketingisbasicallysellingandadvertising.4.Theobjectivesofafirmshoulddirecttheoperationofthemarketingdepartment,butaren'timportanttotherestofthebusiness.5.Placingtheinterestsofindividualconsumersbeforetheinterestsofbusinessisnationalism.6.Adecisi

3、onsupportsystem(DSS)isacomputerprogramthatmakesiteasyforamarketingmanagertogetanduseinformationasheorsheismakingdecisions.7.Useofthescientificmethodinmarketingresearchhelpsmanagersmakethebestdecisionspossible.8.Definingtheproblemisthefirststepinmarketingr

4、esearchandisusuallytheeasiestjobfortheresearcher.9.Onereasonforthepopularityofmailsurveysisthattheresponseratesareusuallyveryhigh.10.Accordingtoeconomists,consumersare"economicbuyers"whologicallyevaluatechoicesintermsofcostandvaluereceivedtogetthegreatest

5、satisfactionfromspendingtheirtimeandmoney.11．Motivationtheorysuggeststhataconsumerwouldnottrytosatisfyphysiologicalandsafetyneedsuntilsocialandpersonalneedshavebeencompletelysatisfied.12．Reinforcementofaresponsedecreasesthelikelihoodofthesameresponsethene

6、xttimethedriveoccurs.13.Amarketisagroupofsellerswhooffersubstitutewaysofsatisfyingcustomerneeds.14.Marketsegmentationsaysthattargetmarketersshoulddeveloponegoodmarketingmixaimedatafairlylargemarket.15.A"substantial"marketsegmentisonethatisbigenoughtoprodu

7、cealargesalesvolume.16.Planningplaceandpromotionelementsofamarketingmixisespeciallydifficultifthedimensionsofaproduct-marketarenotoperational.17.The"product"areaisconcernedwithwhatgoodsandservicesareproduced,butnotwithdecisionsaboutinstallation,instructio

8、nsonuse,packaging,abrandname,awarranty,orafter-saleservice.18.Consumerproductsthatareboughtoften,routinely,andwithoutmuchthoughtarestaples.19.Fordifferentpeople,thesameproductmightbeaconvenienceproduct,ashoppingprod