市场营销学题库marketing题库1文档格式.docx
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市场营销学题库marketing题库1文档格式.docx
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sbenefits
D)comparingtheeffectivenessoftheirproducttootherbrands
E)incorporatingconsumer-generatedmarketinginthemarketingmix
B
3)AccordingtomanagementguruPeterDrucker,"
Theaimofmarketingisto________."
A)createcustomervalue
B)identifycustomerdemands
C)makesellingunnecessary
D)setrealisticcustomerexpectations
E)sellproducts
5
4)________isdefinedasasocialandmanagerialprocessbywhichindividualsandorganizationsobtainwhattheyneedandwantthroughvaluecreationandexchange.
A)Selling
B)Advertising
C)Bartering
D)Marketing
E)Negotiating
D
5)Whichstepsofthefive-stepmarketingprocessareaboutunderstandingcustomers,creatingcustomervalue,andbuildingstrongcustomerrelationships?
A)thefirsttwoonly
B)thefirstthreeonly
C)thefirstfouronly
D)thelastthreeonly
E)thelastfouronly
AACSB:
Communication
6)Whenmarketerssetlowexpectationsforamarketoffering,thebiggestrisktheyrunis________.
A)disappointingloyalcustomers
B)decreasingcustomersatisfaction
C)failingtoattractenoughcustomers
D)failingtounderstandtheircustomers'
needs
E)incorrectlyidentifyingatargetmarket
1PageRef:
7
7)________istheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.
A)Avalueproposition
B)Exchange
C)Bribery
D)Valuecreation
E)Donation
8)A(n)________isthesetofactualandpotentialbuyersofaproduct.
A)market
B)audience
C)group
D)segment
E)exchange
A
9)Consumerresearch,productdevelopment,communication,distribution,pricing,andserviceareallcore________activities.
A)exchange
B)marketing
C)management
D)production
E)customerrelationshipmanagement
10)Whichofthefollowingisthemostlikelyresultofamarketingstrategythatattemptstoserveallpotentialcustomers?
A)Allcustomerswillbedelighted.
B)Customer-perceivedvaluewillincrease.
C)Customerevangelistswillbecomeunpaidsalespersonsfortheserviceorproduct.
D)Notallcustomerswillbesatisfied.
E)Thecompanywillneedtofollowupwithademarketingcampaign.
3PageRef:
9
AnalyticSkills
11)Whencustomersdon'
tknowwhattheywantordon'
tevenknowwhat'
spossible,themosteffectivestrategyis________marketing.
A)customer-driven
B)customer-driving
C)societal
E)product
11
12)Thesocietalmarketingconceptseekstoestablishabalancebetweenconsumershort-runwantsandconsumer________.
A)short-runcostsandprofits
B)short-runethics
C)long-runwelfare
D)immediatehealth
E)valuepropositions
EthicalReasoning
13)Whichconceptholdsthatfirmsmuststrivetodelivervaluetocustomersinawaythatmaintainsorimprovestheconsumer'
sandsociety'
swell-being?
A)marketing
B)selling
C)product
D)societalmarketing
E)equity
15)Thethreeareasofconsiderationthatshouldbebalancedinthesocietalmarketingconceptareconsumerwants,society'
sinterests,and________.
A)humanwelfare
B)wantsatisfaction
C)companyprofits
D)short-runwants
E)long-termneeds
15)Thesetofmarketingtoolsafirmusestoimplementitsmarketingstrategyiscalledthe________.
A)promotionmix
B)productmix
C)marketingmix
D)TQM
E)marketingeffort
12
Objective:
1-3
60)Thefinalstepinthemarketingprocessis________.
A)capturingvaluefromcustomers
B)creatingcustomerloyalty
C)creatingcustomerlifetimevalue
D)understandingthemarketplace
E)designingacustomer-drivenmarketingstrategy
21
16)StewLeonard,theownerofahighlysuccessfulregionalsupermarketchain,reactsadverselytolosingasinglecustomersale.Hefeelsthatthisamountstolosingtheentirestreamoffuturepurchasesthatacustomerislikelytomakeifheorsheremainsinthearea.StewLeonard'
sconcernisanillustrationofwhichofthefollowing?
A)shareofcustomer
B)marketshare
C)profitability
D)customerlifetimevalue
E)marketsharemaintenance
22
ReflectiveThinking
17)AdvertisingAge,amagazineforadvertisingprofessionals,recentlygaveitsAdAgencyoftheYearawardto________.
A)theconsumer
B)on-linemarketers
C)Frito-Lay
D)Coca-Cola
E)YouTube
20
18)Whichofthefollowingisanexampleofconsumer-generatedmarketing?
A)Toyota'
spresenceinonlinecommunities
B)Nike'
sNikePlusrunningWebsite
C)MasterCard'
suseof"
Priceless"
commercialsshotbycustomers
D)NeimanMarcus'
sInCircleRewardsprogramforitsbestcustomers
E)TheLexusCovenantaimedatcreatingcustomerdelight
19)Whenanairlinegoesaftera"
shareoftravel"
fromitscustomers,itisattemptingtoincrease________.
A)customerlifetimevalue
B)shareofcustomer
C)totalcustomerspending
D)customersatisfaction
E)customerownership
20)Beyondsimplyretaininggoodcustomers,marketerswanttoconstantlyincreasetheir"
shareofcustomer."
Whatdoesthismeaninmarketingterms?
A)Marketerswanttoincreasetheirmarketshare.
B)Marketerswanttoincreasethesharetheygetofthecustomer'
spurchasingintheirproductcategories.
C)Marketerswanttoincreasetheprofitmarginwiththistargetmarket.
D)Marketerswanttocontinuouslyincreasetheircustomers'
levelsofsatisfaction.
E)Marketerswanttoturnsatisfiedcustomersintodelightedcustomers.
21)Customerscanbeclassifiedintofourrelationshipgroups,accordingtotheirprofitabilityandprojectedloyalty.Whichtypeofcustomershavethehighestprofitpotentialandstrongloyalty?
A)barnacles
B)strangers
C)butterflies
D)truefriends
E)bigfish
24
22)WhichofthefollowingstatementsabouttheInternetismostaccurate?
A)CompaniesarecautiouslyusingtheInternettobuildcloserrelationshipswithcustomersandmarketingpartnersalike.
B)Afterthedot-commeltdownof2000,fewerconsumersarebuyingproductsand/orservicesonline.
C)TheInternetmakesiteasyforconsumerstoview,interactwith,andcreatemarketingcontent.
D)Consumere-commercelookspromising,butbusiness-to-businesse-commerceisdeclining.
E)Web2.0involvesalessbalancedapproachtoonlinemarketingthantheoriginaldot-comboomdid.
26
UseofIT
23)Whichofthefollowingiscurrentlythefastest-growingformofmarketing?
A)consumer-generatedmarketing
B)onlinemarketing
C)massmediamarketing
D)socialmarketing
E)word-of-mouthmarketing
24)Todayalmosteverycompany,smallandlarge,isaffectedinsomewaybywhichofthefollowing?
A)thesocietalmarketingconcept
B)not-for-profitmarketing
C)globalcompetition
D)customer-generatedmarketing
E)caringcapitalism
25)Governmentalagenciesarebecomingmoreinvolvedinmarketingastheyearspass.Whenalocalgovernmentadvertiseskeepingthearea'
sstreamsandwatersupplycleaner,itisinvolvedin________.
A)greenmarketing
B)socialmarketingcampaigns
C)demarketing
D)environmentalmarketing
E)partnershipmarketing
29
26)FastFood,Inc.viewsmarketingasthescienceandartoffinding,retaining,andgrowingprofitablecustomersbyprovidingthemwiththefoodtheywant.FastFood,Inc.practicessocietalmarketing.
FALSE
Application
27)Thesocietalmarketingconceptcallsonmarketerstobalanceconsumerwantsanddesires,companyprofits,andsociety'
sinterests.
TRUE
28)Formostmarketers,customerrelationshipmanagement(CRM)isexclusivelyamatterofcustomerdatamanagement.
13
29)Themarketingmixincludesproduction,price,promotion,andpackaging;
thisisknownasthefourPsofmarketing.
30)Customer-perceivedvalueisdefinedasthecustomer'
seval
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