14章英文习题doc.docx
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14章英文习题doc.docx
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14章英文习题doc
Chapter1
1.Marketingseekstocreateandmanageprofitablecustomerrelationshipsbydeliveringtocustomers-
petitiveprices
b.superiorvalue
c.superiorservice
d.superiorpromotion
e.productassortment
(Answer:
b;p.4;)
2.ismanagingprofitablecustomerrelationships.
a.Management
b.Control
c.Marketing
d・Humanresources
e.Customerservice
(Answer:
c;p.4;)
3.ismanagingprofitablecustomerrelationships.
a.Management
b.Control
c.Marketing
d.Humanresources
e.Customerservice
(Answer:
c;p.4;)
4.Asanewassistantmarketingmanagertrainee,youlearninanorientation
meetingthataretheformhumanneedstakeastheyareshapedbyculture
andindividualpersonality.
a.wants
b.demands
c.self-concepts
d・desires
e.icons
(Answer:
a;p.6;)
5.Thedifferencebetweencustomervalueandcustomersatisfactionisthatvalueis
thedifferencebetweenthevaluesthecustomergainsfromowningandusingaproductandthe•
a.costofdeliveryoftheproduct
b.costofobtainingtheproduct
c.costofcompetingproducts
ci.costofthelostexperience
e>alloftheabove
(Answer:
b;p.13;)
6.Marketingconsistsofactionstakentobuildandmaintaindesirablewith
targetaudiencesinvolvingaproduct,service,idea,orotherobject.
a.exchangetransactions
b.exchangerelationships
c.exchangeprocesses
d.exchangeprivileges
e.exchangecommunication
(Answer:
b;p.7;)
7.meansmanagingmarketstobringaboutprofitableexchangerelationships
bycreatingvalueandsatisfyingneedsandwants.
a.Selling
b.Promoting
c.Marketing
clRelationshipmarketing
e.Marketsegmentation
(Answer:
c;p.5;)
8.Thefederalgovernmentfindsitnecessaryattimestolimitdemandbyreducingthenumberofcustomersortoshifttheirdemandtemporarilyorpermanently.Namethetermforthistypeofaction.
a.debugging
b.deregulation
c.demarketing
d.graymarketing
e.integration
(Answer:
c;p.8;)
9.Thefivealternativeconceptsunderwhichorganizationsconducttheirmarketingactivitiesincludetheproduction,,selling,marketing,andsocietal
marketingconcepts.
a.promotion
b.pricing
c.distribution
d.product
e.demarketing
(Answer:
d;p.10;)
10.Nowmanycompaniesarebeginningtothinkofinterestsaswellastheir
owncustomers5needs.
a.society's
b.stockholders9
c.investors5
d.lenders5
petitors
(Answer:
a;p.11;)
11.Thesimplestdefinitionofmodernmarketingismanagingprofitablecustomerrelationships.
(Answer:
True;p.4;)
12.Thedifferencebetweenhumanneedsandwantsisthatneedsarestatesoffeltdeprivation.
(Answer:
True;p.6;)
13.Attimesitbecomesnecessarytoreducedemandforsomeproductsandservices.Whenthegovernmenttriestoreducesmokingoftobaccoproducts,itaddsmoretaxtotheproductsandispracticingdemarketing.
(Answer:
True;p.8;)
14.Thesellingconceptholdsthatconsumerswillnotbuyenoughofthefirm'sproductsunlessitundertakesalarge-scalesellingandpromotioneffort.
(Answer:
True;p.10;)
15.Howdomarketersdifferentiateamongneeds,wants,anddemands?
Marketersrealizethathumanshaveneedswhentheyareinastateoffeltdeprivation.Theseneedstakeontheformofwantsastheyareshapedbycultureandindividualpersonality.Whenbackedbybuyingpower,wantsbecomedemands.Companiesresearchdemandsandsupplytheneedsthatdrivethem.
(p.6;)
16・Describethefivemarketingmanagementorientations.
Theproductionconceptholdsthatconsumerswillfavorproductsthatareavailableandhighlyaffordable.Theproductconceptholdsthatconsumerswillfavorproductsthatofferthemostinquality,performance,andinnovativefeatures.Thosewhofollowthesellingconceptholdthatconsumerswillnotbuyenoughofthefirm'sproductsunlessitundertakesalarge-scalesellingandpromotioneffort.Usingthemarketingconceptmeansthatachievingorganizationalgoalsdependsonknowingtheneedsandwantsoftargetmarketsanddeliveringsatisfactionbetterthancompetitorsdo.Thesocietalmarketingconceptholdsthatthefirmshoulddeterminetheneeds,wants,andinterestsoftargetmarkets.
(p.10;)
Chapter2
1.Marketingplanningatyourfirmoccursatwhatlevels?
a.businessunit;market
b・businessunit;product
c.product;market
d.businessunit;product;market
e.businessunit;financialunit;market
(Answer:
d;p.37;)
2.Whatdoesamarket-orientedmissionstatementdefineaboutthebusiness?
a.satisfyingbasiccustomerneeds
b.satisfyingbasicsupplierneeds
c.satisfyingbasicstockholderneeds
d.satisfyingbasicownerneeds
e.satisfyingbasicpartnershipneeds
(Answer:
a;p.37;)
3.Successfulorganizationsbasetheirmissionsontheir•
a.distinctivecompetencies
b・strategicplans
c.long-termgoals
d.valuesstatements
e.valuepropositions
(Answer:
a;p.38;)
4.Thecompany'smissionneedstobeturnedintodetailedsupportingobjectivesfor
a.success
b・eachlevelofmanagement
c.corporateneeds
d.stockholderwealth
e.customergrowth
(Answer:
b;p.38;)
5.Astrategicplanhasthisitemoritemsfollowingitsmarketingobjectives.
a.budgetaryrequirements
b.targetmarketselection
c.researchplans
d.marketingstrategies
e.marketingmix
(Answer:
d;p.37;)
6.ThefirmyouworkforhasdecidedtousetheBostonConsultingGroup's(BCG5s)approachtoclassifyitsbusinessunits.Uponwhatistheapproachbased?
a.mostprofitableunits
b・growth-sharematrix
c.customerretention
d.cost-benefits
e.customersatisfaction
(Answer:
b;p.40;)
7.WhichoftheseisnotoneofthecommonstrategiesoftheBCGapproach?
a.build
b.hold
c.harvest
d.diversity
e.noneoftheabove
(Answer:
d;p.40;)
8.Acommonpracticeamongmarketersistoidentifyanddevelopnewmarketsfortheirexistingproducts.Thispracticeiscalled.
a.marketdevelopment
b.productdevelopment
c.marketpenetration
d.marketskimming
e.dualadaptation
(Answer:
a;p.41;)
9.Marketingplaysakeyroleinacompany'sstrategicplanning.Whichofthefollowingdoesmarketingprovide?
a.
b.
guidingphilosophyinputs
c.strategies
d.objectives
e.alloftheabove(Answer:
e;p.44;)
10.Marketingplaysakeyroleinacompany'sstrategicplanning・Whichofthefollowingdoesmarketingprovide?
a.guidingphilosophy
b.inputs
c.strategies
d.objectives
e.alloftheabove
(Answer:
e;p.44;)
11.Whenyourorganizationisinvolvedinthetaskofselectinganoverallcompanystrategyforlong-runsurvivalandgrowth,itisconductingstrategicplanning.
(Answer:
True;p.37;)
12.Missionstatementsshouldberealisticandgeneralinnature.
(Answer:
False;p.38;)
13.Missionstatementsshouldberealisticandgeneralinnature.
(Answer:
False;p.38;)
14.Eachcompany'sdepartmentcanbethoughtofasalinkinthecompany'sstrategicplan.
(Answer:
False;p.44;)
15.ComparethetraditionalfourPstothecurrentfourCs.
Traditionally,thefourPswerecreatedfromthemarketer'sviewpoint.Today,thefourCsarecreatedfromtheconsumer'sviewpoint.Productnowisviewedascustomersolution.Priceisreallycustomercost.Placeequatestoconvenience,andpromotionisactuallynothingmorethancommunication.Customersbuyvalueandsolutionstotheirproblems.MarketersshouldfirstthinkthroughthefourCs,andthenbuildthefourPsonthatplatform.
(P-51;)
16.Explaintheroleofthetargetmarketasthemarketerattemptstobuildthemarketingmix.
Dependingonthedemographic,psychographic,and/orgeographiccharacteristicsofthetargetmarket,themarketerwilldeveloptheproduct,settherightprice,determinethebestwaytopromote,andselectthebestplacetodistributetheproduct.Allfourelements,thefourPs,createa"package^thatisasattractiveaspossibletothetargetmarket.Ascharacteristicsofthetargetmarketchange,themarketingmixshouldalsobealtered.
(p.50;)
Chapter3
1.Allofthegroupswithinacompanyarecalledthe.
a.culture
b.diversity
c.internalenvironment
d.climate
e.range
(Answer:
c;p.65;)
2.Thesefirmshelpcompaniestostockandmovegoodsfromtheirpointsoforigintotheirdestination.
a.financialintermediaries
b・physicaldistributionfirms
c.marketingservicefirms
d.resellers
e.modifiedrebuyers
(Answer:
b;p.66;)
3.Namethemarketthatbuysgoodsandservicesforfurtherprocessingorforuseintheproductionprocess.
a.business
b.reseller
c.wholesale
d.consumer
e.retail
(Answer:
a;p.66;)
4.Marketersneedtoknowthatalmosteveryoneinthiscountryisanative.Whichcountryisit?
a.
China
a.
Bolivia
b.
Japan
c.
Korea
d.
UnitedStates
(Answer:
c;p.77;)
5.Findthegroupofexpensesthatuseupmosthouseholdincome,
a.food,housing,retirementplanning
b.housing,insurance,taxes
c.food,housing,transportation
d.housing,taxes,transportation
e>food,travel,electronics
(Answer:
c;p.81;)
6.Oneofthemajorconcernsformarketersaboutthenaturalenvironmentisthe
a.numberofprotestorsagainstmisuse
b.shortagesofrawmaterials
c.increasesinrecycling
d.offshoreoilexploration
e (Answer: b;p.81;) 7.Whichofthefollowingrepresentsthemostdramaticforceshapingamarketer's destiny? a. technologicalenvironment b. naturalenvironment c. legal-politicalenvironment d. deregulation e. partnershipmarketing (Answer: a;p.82;) S.Newtechnologiescreatenewopportunitiesandnew. a.products b.services c.markets d.meansoffinancingpurchases e.headaches (Answer: c;p.82;) 9.MarketerswillencounterlegislationtoregulatebusinessactivityintheUnitedStatesatwhichoftheselevels? a.local b.national c.international d.state e.alloftheabove (Answer: e;p.87;) 10.Asociety'sbasicvalues,perceptions,preferences,andbehaviorsarefoundi
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