营销chapter1

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1、ExamName___________________________________MULTIPLECHOICE.Choosetheonealternativethatbestcompletesthestatementoranswersthequestion.1)Jolene'sfirmmarketspreplanningservicesforamortician.Shefindsthatmostofhertargetmarket1)wantstoavoiddiscussingtheirfutu

2、refuneralneeds,andshemustsomehowfirstgettheirattention.Jolene'sfirmismostlikelypracticingthe________.A)sellingconceptB)marketingconceptC)relationshipconceptD)societalmarketingconceptE)productionconcept2)Youhavejusttakenanewpositioninanorganizationandy

3、ou'relearningaboutthejobfunctions2)ofyournewcolleagues.Youobservethatyourmarketingmanagerisheavilyinvolvedintheprocessofbuildingandmaintainingprofitablecustomerrelationships.Yourmarketingmanagerfrequentlyspeaksabouttheneedtodeliversuperiorcustomervalu

4、eandsatisfaction.Yourmanagerisconcernedwithwhichoneofthefollowing?A)databasemanagementB)customerrelationshipmanagementC)partnerrelationshipmanagementD)WebsitehitsE)thesocietalmarketingconcept3)Whichconceptcallsforaggressivesellingandfocusesongeneratin

5、gtransactionstoobtain3)profitablesales?A)marketingB)productionC)sellingD)societalmarketingE)product4)Theproductconceptsaysthatacompanyshoulddowhichofthefollowing?4)A)marketonlythoseproductswithhighcustomerappealB)focusonthetargetmarketandmakeproductst

6、hatmeetthosecustomers'demandsC)focusonmakingcontinuousproductimprovementsD)makepromotingproductsthetoppriorityE)improvemarketingofitsbestproducts5)Thethreeareasofconsiderationthatshouldbebalancedinthesocietalmarketingconceptare5)consumerwants,society'

7、sinterests,and________.A)humanwelfareB)long-termneedsC)short-runwantsD)wantsatisfactionE)companyprofits16)Apotentiallyhighlyprofitable,short-termcustomerisa________.6)A)truebelieverB)butterflyC)barnacleD)truefriendE)stranger7)Tocreatecustomervalueandb

8、uildstrongcustomerrelationships,marketersknowtheycannotgo7)italone;therefore,theypractice________.A)customerequityB)partnerrelationshipmanagementC)consumer-generatedmarketingD)databasemarketingE)attractiveWebsitedesign8)Whichconceptholdsthatac