0133850730_tb chapter 1

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1、PrinciplesofMarketing,16e(Kotler)Chapter1Marketing:CreatingCustomerValueandEngagement1)WhichofthefollowingisNOTanaccuratedescriptionofmodernmarketing?A)Marketingisthecreationofvalueforcustomers.B)Marketinginvolvesmanagingprofitablecustomerrelationships.C)Marketingemphasizess

2、ellingandadvertisingexclusively.D)Marketinginvolvessatisfyingcustomers'needs.E)Marketingisbuildingvalue-ladenexchangerelationshipswithcustomers.Answer:CAACSB:AnalyticalthinkingSkill:ConceptObjective:LO1.1:Definemarketingandoutlinethestepsinthemarketingprocess.Difficulty:Mode

3、rate2)AccordingtomanagementguruPeterDrucker,"Theaimofmarketingisto________."A)maximizeprofitsofthecompanyB)emphasizecustomerwantsandnotcustomerneedsC)makesellingunnecessaryD)fulfillunrealisticcustomerexpectationsE)sellproductsAnswer:CSkill:ConceptObjective:LO1.1:Definemarket

4、ingandoutlinethestepsinthemarketingprocess.Difficulty:Easy3)Marketingisdefinedasasocialandmanagerialprocessbywhichindividualsandorganizationsobtainwhattheyneedandwantthrough________.A)researchanddevelopmentB)innovationandcreativityC)manufacturingefficienciesD)valuecreationan

5、dexchangeE)salesandrevenuecreationAnswer:DAACSB:ApplicationofknowledgeSkill:ConceptObjective:LO1.1:Definemarketingandoutlinethestepsinthemarketingprocess.Difficulty:Moderate44Copyright©2016PearsonEducation,Inc.4)Accordingtothefive-stepmodelofthemarketingprocess,whichofthefol

6、lowingisthefinalstepincreatingvalueforcustomers?A)designingacustomer-drivenmarketingstrategyB)understandingthemarketplaceandcustomerneedsC)constructinganintegratedmarketingprogramthatdeliverssuperiorvalueD)buildingprofitablerelationshipsandcreatingcustomerdelightE)capturingv

7、aluefromcustomerstocreateprofitandcustomerequityAnswer:DSkill:ConceptObjective:LO1.1:Definemarketingandoutlinethestepsinthemarketingprocess.Difficulty:Moderate5)Accordingtothefive-stepmodelofthemarketingprocess,acompanyshould________beforedesigningacustomer-drivenmarketingst

8、rategy.A)determinehowtodeliversuperiorvaluetocustomersB)buildprofitablerela