市场营销老师博客资料.doc

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1、第一章Multiple-Choice1.Centraltoanydefinitionofmarketingis_____.A.demandmanagementB.transactionsC.customerrelationshipsD.makingasale2.____isdefinedasasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughvaluecreation.A.SellingB.AdvertisingC.BarterD.Noneofthea

2、bovearecorrect3.Whenbackedbybuyingpower,wantsbecome____.A.socialneedsB.demandsC.physicalneedsD.self-esteemneeds4._____referstosellersbeingpreoccupiedwiththeirownproductsandlosingsightofunderlyingconsumerneeds.A.SellingmyopiaB.MarketingC.SellingD.Marketingmyopia5.Allofthefollowingphrasesr

3、eflectthemarketingconcept,exceptwhichone?A.Wedon’thaveaMarketingDepartment,wehaveaCustomerDepartment.B.Wemakeithappenforyou.C.Westayclosetocustomers.D.Puttingprofitsaheadofcustomerneedsiscriticaltothehealthofthefirm.6.The_____isausefulphilosophyinsituationswhentheproduct’scostistoohighan

4、dmarketerslookforwaystobringitdown.A.sellingconceptB.productconceptC.productionconceptD.marketingconcept7.HenryFord’sphilosophywastoperfecttheModelTsothatitscostcouldbereducedfurtherforincreasedconsumeraffordability.Thisreflectsthe_____.A.productconceptB.marketingconceptC.sellingconceptD

5、.productionconcept8.Firmsfollowthe____whentheyfaceovercapacity.A.productconceptB.sellingconceptC.productionconceptD.marketingconcept9.Mostfirmsfollowthe_____philosophy,whichholdsthatconsumerswillnotbuyenoughofthefirm’sproductsunlessitundertakesalarge-scalesellingandpromotioneffort.A.prod

6、uct-orientationB.production-orientationC.marketingorientationD.sellingorientation10.The____startswiththefactory,focusinguponthecompany’sexistingproducts;itcallsforheavysellingandpromotiontoobtainprofitablesales.A.marketingconceptB.productionconceptC.productconceptD.sellingconcept11.These

7、tofmarketingtoolsafirmusestoimplementitsmarketingstrategyiscalledthe____.A.promotionmixB.productmixC.marketingmixD.TQM12.Poolingresourceswithotherfirmsinordertosucceedbeyondmanagingthesupplychainillustratesthe_____partnership.A.management-contractingB.licensingC.supply-ch