CopyofKotlerMarketingManagement14e文档格式.docx
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CopyofKotlerMarketingManagement14e文档格式.docx
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E)Itoccurswhenatleastonepartytoapotentialexchangethinksaboutthemeansofachievingdesiredresponsesfromotherparties.
4)Asocialdefinitionofmarketingsays________.
A)effectivemarketingrequirescompaniestoremoveintermediariestoachieveacloserconnectionwithdirectconsumers
B)acompanyshouldfocusexclusivelyonachievinghighproductionefficiency,lowcosts,andmassdistributiontofacilitatethebroadestpossibleaccesstothecompany'
sproducts
C)marketingistheprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offering,andfreelyexchangingproductsandservicesofvaluewithothers
D)marketingistheprocessofextractingthemaximumvaluefromconsumerstofacilitatecorporategrowth
E)marketingistheprocessofaggressivesellingandpromotiontoencouragethepurchaseofproductsthatmightotherwisebeunsoughtbytheconsumer
5)________goodsconstitutethebulkofmostcountries'
productionandmarketingefforts.
A)Durable
B)Impulse
C)Physical
D)Luxury
E)Intangible
6)Aseconomiesadvance,agrowingproportionoftheiractivitiesfocusesontheproductionof________.
A)products
B)events
C)experiences
D)luxurygoods
E)services
7)Carrentalfirms,hairdressers,andmanagementconsultantsprovide________.
A)goods
B)experiences
C)events
D)services
E)information
8)TheSoccerWorldCupispromotedaggressivelytobothcompaniesandfans.Thisisanexampleofmarketinga(n)________.
A)idea
B)place
C)luxuryitem
D)event
E)service
9)The"
Malaysia,TrulyAsia"
adcampaignthatshowcasedMalaysia'
sbeautifullandscapeanditsmulticulturalsocietyinordertoattracttouristsisanexampleof________marketing.
A)event
B)property
C)service
D)place
E)idea
10)InWaltDisney'
sMagicKingdom,customerscanvisitafairykingdom,apirateship,orevenahauntedhouse.Disneyismarketinga(n)________.
A)experience
B)service
C)event
D)organization
E)good
11)Janetisveryupsetthatshecan'
tgetticketstotheRollingStonesconcertbecausetheyaresoldout.WhichofthefollowingdemandstatesappliestoJanet'
ssituation?
A)nonexistentdemand
B)latentdemand
C)fulldemand
D)unwholesomedemand
E)overfulldemand
12)Salesofwoollenclothingusuallyincreaseduringthewinterseasonanddeclinethereafter.Thisisanexampleof________demand.
A)irregular
B)declining
C)impulse
D)latent
E)negative
13)Juliaisworriedabouttherisingpollutionlevelsinhercity.Shedoesn'
tmindpayingextraforgoodsandservicesthatusesustainableprocessestohelpcontrolpollution.Thisisanexampleof________forpollution.
A)decliningdemand
B)nonexistentdemand
C)latentdemand
D)negativedemand
E)unwholesomedemand
14)Peopleinemergingcountriestodayarebecomingincreasinglyhealthconsciousandareseekinghealthyfoodchoices.Asaresult,demandforhealthfoodsisrisingsteadily,creatinganopportunityformarketerstoexploitthis________market.
A)demographic
B)business
C)need
D)geographic
15)Whenconsumersshareastrongneedthatcannotbesatisfiedbyanexistingproduct,itiscalled________.
A)negativedemand
C)decliningdemand
D)irregulardemand
E)nonexistentdemand
16)Whendemandis________,itimpliesthatmorecustomerswouldliketobuytheproductthancanbesatisfied.
A)latent
B)irregular
C)overfull
D)full
E)negative
17)Inthecaseof________,consumersdisliketheproductandmayevenpayapricetoavoidit.
B)overfulldemand
C)irregulardemand
E)decliningdemand
:
18)Organizationscateringtothe________needtopricetheirofferingscarefullybecausethesemarketsusuallyhavelimitedpurchasingpower.
A)businessmarket
B)globalmarket
C)nonprofitmarket
D)consumermarket
E)exclusivemarket
19)Whichofthefollowingistrueofbusinessmarkets?
A)Buyersareusuallynotskilledatcomparingcompetitiveproductofferings.
B)Buyershavelimitedpurchasingpower.
C)Propertyrights,language,culture,andlocallawsarethemostimportantconcerns.
D)Productssoldinsuchmarketsareusuallyhighlystandardized.
E)Businessbuyersbuygoodstomakeorresellaproducttoothersataprofit.
20)A________isaclusterofcomplementaryproductsandservicesthatarecloselyrelatedinthemindsofconsumersbutarespreadacrossadiversesetofindustries.
A)metamarket
B)verticallyintegratedmarket
C)horizontallyintegratedmarket
D)marketspace
E)synchronizedmarket
21)Considertherealestateindustry.The________forthisindustryincludesconstructioncompanies,financinginstitutions,paintmanufacturers,interiordecorators,furnituremanufacturers,andplumbingindustries.
A)marketspace
B)latentmarket
C)needmarket
D)metamarket
E)geographicmarket
22)Automobilemanufacturers,newcarandusedcardealers,financingcompanies,andinsurancecompaniesareallpartoftheautomobile________.
A)marketplace
B)marketspace
C)metamediary
D)marketportal
E)metamarket
23)________arebasichumanrequirements,while________arethewaysinwhichthoserequirementsaresatisfied.
A)Wants;
needs
B)Demands;
wants
C)Needs;
D)Needs;
demands
E)Demands;
24)WhenFrankbuyshisownhouse,hewouldliketohaveahometheatersystemandajacuzzi.Heplanstosaveenoughmoneyinthenextthreeyearssothathecanfulfillhiswish.Frank'
sdesireforthehometheaterandthejacuzziisanexampleofa(n)________.
A)need
B)want
C)demand
D)unstatedneed
E)latentdemand
25)Whencompaniesmeasurethenumberofpeoplewhoarewillingandabletobuytheirproducts,theyaremeasuring________.
A)demand
B)priceelasticity
C)realneeds
D)standardofliving
E)disposableincome
Answer:
A
26)A(n)________needisonethattheconsumerisreluctantorunwillingtoexplicitlyverbalize.
A)secondary
B)unstated
C)delight
D)secret
E)stated
27)A(n)________needisaneedthattheconsumerexplicitlyverbalizes.
A)stated
B)affirmative
C)unsought
D)delight
E)secret
28)Theidentificationandprofilingofdistinctgroupsofbuyerswhomightpreferorrequirevaryingproductandservicemixesisknownas________.
A)segmentation
B)integration
C)disintermediation
D)cross-selling
E)customization
29)Companiesaddressneedsbyputtingfortha________,asetofbenefitsthattheyoffertocustomerstosatisfytheirneeds.
A)brand
B)valueproposition
C)deal
D)marketingplan
E)demand
30)Duringmarketsegmentationanalysis,themarketeridentifieswhichsegmentspresentthegreatestopportunity.Thesesegmentsarecalled________.
A)targetmarkets
B)capitalmarkets
C)tertiarymarkets
D)demographicmarkets
E)developingmarkets
31)________reflectsacustomer'
sjudgmentofaproduct'
sperformanceinrelationtohisorherexpectations.
A)Brandequity
B)Satisfaction
C)Value
D)Perception
E)Brandimage
32)Thevalueofanofferingisdescribedas________.
A)thepriceconsumersarechargedforaproduct
B)thecostofmanufacturingaproduct
C)thedegreetowhichconsumerdemandforaproductispositive
D)thesumofthetangibleandintangiblebenefitsandcoststocustomers
E)theintangiblebenefitsgainedfromaproduct
33)WhenVolvorunsadssuggestingthatitscarsarethesafestthatmoneycanbuy,itistryingto________.
A)segmentthemarket
B)provideaservice
C)enternewanewmarket
D)developbrandloyalty
E)positionitsproduct
34)Ifamarketeruseswarehouses,transportationcompanies,banks,andinsurancecompaniestofacilitatetransactionswithpotentialbuyers,themarketerisusinga________.
A)servicechannel
B)distributionchannel
C)communicationchannel
D)relationshipchannel
E)standardizedchannel
35)The________isthechannelstretchingfromrawmaterialstocomponentstofinalproductsthatarecarriedtofinalbuyers.
A)communicationchannel
B)distributionchannel
C)supplychain
D)servicechain
E)marketingchain
36)Theactualandpotentialrivalofferingsandsubstitutesthatabuyermightconsiderarereferredtoasthe________.
A)supplychain
C)valueproposition
D)
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