营销学原理测试12章英文版Word文件下载.docx
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4、________arehumanneedsthatareshapedbycultureandindividualpersonality.
A、Necessities
B、Wants
C、Demands
D、Values
5、GregWilliamsnowhasthebuyingpowertopurchasethedesktopcomputerthathehaswantedforthelastsixmonths.Greg'
swantnowhasbecomea(n)________.
A、need
B、necessity
C、demand
D、exchange
6、________istheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.
A、Valuation
B、Exchange
C、Marketoffering
D、Confiscation
7、Whichofthefollowingstatementsreflectsthemarketingconcept?
A、Focusonmakingcontinuousproductimprovements.
B、Undertakealarge-scalesellingandpromotioneffort.
C、Emphasizeaninside-outperspective.
D、Considercustomerfocusandvalueasthepathstosalesandprofits.
8、Cathy'
sClothesisasmallyetsuccessfulretailchainthatsellswomen'
sclothingandaccessorieswithafocusonbuyerswhohaverelativelymodestmeans.Forthisspecificpurpose,thefirmhasrolledoutseveralmarketinginitiativesaimedatwomenofaspecificdemographic.Thisisanexampleof________.
A、ambushmarketing
B、socialmarketing
C、societalmarketing
D、targetmarketing
9、Whichofthefollowingmarketingmanagementconceptsismostlikelytoleadtomarketingmyopia?
A、customer-drivenmarketingconcept
B、productconcept
C、societalmarketingconcept
D、marketingconcept
10、HenryFord'
sphilosophywastoperfecttheModelTsothatitscostcouldbereducedfurtherforincreasedconsumeraffordability.Thisreflectsthe________concept.
A、product
B、production
C、selling
D、marketing
11、Whichofthefollowingstatementsistrueofthesellingconcept?
A、Itrequiresminimumpromotionefforts.
B、Itcreateslong-term,profitablecustomerrelationships.
C、Ittakesanoutside-inperspective.
D、Itistypicallypracticedwithunsoughtgoods.
12、Whichofthefollowingmarketingorientationsholdsthatachievingorganizationalgoalsdependsonknowingtheneedsandwantsoftargetmarketsanddeliveringthedesiredsatisfactionsbetterthancompetitorsdo?
A、theproductconcept
B、theproductionconcept
C、thesellingconcept
D、themarketingconcept
13、Somefast-foodrestaurantsoffertastyandconvenientfoodataffordableprices,butindoingsotheycontributetoanationalobesityepidemicandenvironmentalproblems.Thesefast-foodrestaurantsoverlookthe________philosophy.
A、marketingconcept
C、productionconcept
D、societalmarketingconcept
14、Theprimarykeytodeliveringcustomersatisfactionistomatchproductperformancewith________.
A、theperformanceofcompetitiveproducts
B、competitiveprices
C、customerexpectations
D、limitedcustomerservices
15、SallyrecentlypurchasedBrandXlotion.IncomparingherperceptionofhowthelotionmadeherskinfeelandlooktoherexpectationsaboutBrandXlotion,Sallywasmeasuringherlevelof________.
A、shareofcustomer
B、customersatisfaction
C、customerequity
D、customer-perceivedvalue
16、Whichofthefollowingstrategieswouldacompanymostlikelyusetoincreasecustomersatisfaction?
A、decreasingthevarietyofofferedservices
B、divesting
C、loweringprices
D、"
firing"
unprofitablecustomers
17、"
Losingacustomeroncemeanslosingtheentirestreamofpossiblepurchasesthatthecustomerwouldmakeoveranextendedperiodofpatronage."
Thisstatementspecificallyindicateslossintermsof________.
A、customer-perceivedvalue
B、marketingofferings
C、partnerrelationshipmanagement
D、customerlifetimevalue
18、Whichofthefollowingreferstothetotalcombinedcustomerlifetimevalueofallofthecompany'
scurrentandpotentialcustomers?
B、marketingmix
D、targetmarket
19、Customerscanbeclassifiedintofourrelationshipgroupsbasedontheirprofitabilityandprojectedloyalty.Whichcustomertypeisassociatedwithhighprofitabilityandlong-termloyalty?
A、barnacles
B、strangers
C、butterflies
D、truefriends
20-22Refertothescenariobelowtoanswerthequestions.
CarolVeldt,ownerofSeagullTerrace,watchedherinvestmentgrowfromasmall,seasidemoteltoathrivingyear-roundresortinjustafewyears.AtopacliffoverlookingtheMainecoast,SeagullTerracehadattractedthousandsofvisitorsduringsummer,butthenfacedatremendousdownturninbusinessduringwinter."
But,giventheestablishedindustriesinthenearbytowns,verylittleyear-roundcompetition,andourcloseproximitytoPortland,"
Caroladded,"
Icouldn'
tunderstandwhyseasonalityhadtohitSeagullTerracesohard!
"
SoCarolspentherfirstwinterdevisinganewmarketingplan.Sheputtogetherapromotionalpackagedesignedtoattractbusinesstravelersyear-round.Carol'
splanalsoinvolvedaseasonalpromotionalgimmick—tobeimplementedfromearlywintertolatespring—thatwouldattractthesamenumbersasthelargesummercrowd.Herideaworked!
Duringhersecondwinter,Carolgreetednumerousbusinesstravelers—bothsatisfiedrepeatguestsaswellasnewguestswhohadbeensnaggedbyherpromotionalappeals.
Westillhavealongwaytogo,"
Caroladmitted."
Ourdelicatessenoffersentreesthatareapartofthelocalcuisine,butwe'
dliketoexpandthat.Weprovidehealthclubprivilegesoff-site,butwe'
dliketoeventuallyprovideourown.ThesearegoalsIhopetoachieveinafewyears.Ourfirstproject,however,includedarenovationofourguestroomsandI'
mquiteproudoftheresults."
Carolthenadded,"
Actuallytherearesomanypossibilities.Withanindoorpoolarea,Iwilleventuallyofferweekendgetawaysthroughoutwinter."
20、CarolVeldt'
splanalsoinvolvesaseasonalpromotionalgimmickthatshewantstopromoteaggressively.Thisisanexampleofthe________concept.
A、selling
B、marketing
C、product
D、production
21、RenovationsoftheguestroomsattheSeagullTerraceandplanstoaddanindoorpoolareaareexamplesofthe________concept.
22、CarolVeldthasdecidedtoaskselectedgueststoparticipateinanextensivesurveyabouttheirexperienceatSeagullTerraceandabouttheirrequirementsintermsofamenitiesandcuisines.Byimplementingthesuggestionsshereceivesfromguests,Carolwouldbefollowingthe________concept.
A、production
B、product
23、Whichofthefollowingisthefirststepinstrategicplanning?
A、settingshort-termgoals
B、developingthebusinessportfolio
C、definingtheorganizationalmission
D、formulatingthekeymarketingstrategies
24、A________documentsanorganization'
spurpose—whatitwantstoaccomplishinthelargerenvironment.
A、visionstatement
B、missionstatement
C、businessportfolio
D、valueproposition
25、WhichofthefollowingisNOTamarket-orientedbusinessdefinition?
A、"
Weempowercustomerstorealizetheirdreams."
B、"
Wemakehigh-qualityconsumerfoodproducts."
C、"
Wesellsuccessandstatus."
WecreatetheHiltonexperience."
26、Companiesthatdefinetheirmissionsintermsofproductsortechnologiesareconsideredmyopicprimarilybecause________.
A、productsandtechnologiesresultinlowreturnsoninvestment
B、consumerpreferenceswithregardtoproductsandtechnologyaredifficulttopredict
C、consumerpreferencesfordifferentproductcategoriesvaryfromtimetotime
D、productsandtechnologieseventuallybecomeoutdated
27、WhichofthefollowingisNOTanexampleofproduct-orientedmissionstatements?
Weareanonlinelibrary."
Werunthemeparks."
Wesellathleticshoes."
Wesellmemorableexperiences."
28、Thecollectionofbusinessesandproductsthatmakeupacompanyiscalledits________.
A、strategicbusinessunit
B、supplychain
C、strategicplan
D、businessportfolio
29、AccordingtotheBostonConsultingGroupapproach,________providesameasureofmarketattractiveness.
A、productattribute
B、productdesign
C、marketpenetration
D、marketgrowthrate
30、AccordingtotheBostonConsultingGroupapproach,________servesasameasureofcompanystrengthinthemarket.
A、relativemarketshare
B、productdevelopment
C、marketdiversification
D、productattribute
31、ThepharmaceuticalsdivisionofOmniHealthcareholdslowmarketshareinahigh-growthmarket.AccordingtotheBCGmatrix,thepharmaceuticalsdivisionofOmnicanbeclassifiedasa________.
A、star
B、bear
C、questionmark
D、cashcow
32、Makingmoresalestocurrentcustomerswithoutchangingafirm'
sproductsisknownas________.
A、marketsegmentation
B、marketpenetration
C、productdiversification
D、productdevelopment
33、ThemanagersofArrow,anAmericanretailchain,arecurrentlyreviewingnewdemographicmarketstosellthefirm'
scurrentproducts.Thisisanexampleof________.
A、marketpenetration
C、massmarketing
D、marketdevelopment
34、ElmoCorp.,amanufacturerofpersonalcomputersandprinters,recentlyestablishedanofficefurnitureexportingbusiness.Thisisanexampleof________.
A、nichemarketi
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