市场营销复习题.docx

市场营销复习题.docx

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市场营销复习题

Reviewingquestionsof“Marketing”

PartOne．FindtheBestAnswer

1.Centraltoanydefinitionofmarketingis_____.

A.demandmanagement

B.transactions

C.customerrelationships

D.makingasale

Answer:

（C）

2.Allofthefollowingareaccuratedescriptionsofmodernmarketingtoday,exceptwhichone?

A.Marketingiscreationofvalueforcustomers.

B.Marketingiscustomersatisfactionataprofit.

C.Sellingandadvertisingaresynonymouswithmarketing.

D.Marketinginvolvesbuildingandmanagingprofitablecustomerrelationships.

Answer:

（C）

3._____isdefinedasasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughvaluecreation.

A.Selling

B.Advertising

C.Barter

D.Noneoftheabovearecorrect

Answer:

（D）buying

4.Societyandcultureshapethebasicformofhumanneedscalled_____.

A.Needs

B.Wants

C.Demands

D.Value

Answer:

（B）

5.Whenbackedbybuyingpower,wantsbecome_____.

A.socialneeds

B.demands

C.physicalneeds

D.self-esteemneeds

Answer:

（B）

6.ThefundamentalreasonAmerica’smostadmiredfirms,includingWal-Mart,Proctor&GambleandDisney,conductextensiveresearchisto_____.

A.maximizeprofits

B.increasemarketshare

C.increasesales

D.understandcustomer’sneeds,wantsanddemands

Answer:

（D）

7._____arekeybuildingblocksfordevelopingandmanagingcustomerrelationships.

A.Consumerexpectationsandcustomersatisfaction

B.Customerchoicesandproductoffers

C.Productperformanceandcustomervalue

D.Customervalueandcustomersatisfaction

Answer:

（D）Difficulty

8.A’sprimaryobsessionistodeliveraspecial_____toeverycustomer.

A.assortmentofproducts

B.bookstore

C.experience

D.setofrecommendations

Answer:

（C）

9.The_____isausefulphilosophyinsituationswhentheproduct’scostistoohighandmarketerslookforwaystobringitdown.

A.sellingconcept

B.productconcept

C.productionconcept

D.marketingconcept

Answer:

（C）

10.InlargemetroareassuchasNewYork,toavoidtrafficgridlockinManhattan,_____isundertakentoencouragecommuterstocarpoolandusemasstransit.

A.targetmarketing

B.marketsegmentation

C.demarketing

D.marketing

Answer:

（C）

11.Selectingwhichsegmentstoserveiscalled_____.

A.marketsegmentation

B.positioning

C.customization

D.targetmarketing

Answer:

（D）

12.Railroadswereonceoperatedthinkingthatuserswantedtrainsratherthantransportation,overlookingthechallengeofothermodesoftransportation.Thisreflectsthe_____.

A.productconcept

B.productionconcept

C.sellingconcept

D.marketingconcept

Answer:

（A）

13.Thesetofmarketingtoolsafirmusestoimplementitsmarketingstrategyiscalledthe_____.

A.promotionmix

B.productmix

C.marketingmix

D.TQM

Answer:

（C）

14.Deliveringsuperiorcustomervalueandcustomersatisfactionarethetwokeystobuildinglasting_____.

A.customersatisfaction

B.customerdatabases

C.marketshare

D.customerrelationships

Answer:

（D）

15.Americanbrandicons,includingHarleyDavidson,Coca-ColaandNike,createdeepbrandmeaningsforconsumersanddonotsufferfrom_____.

A.short-termlosses

B.long-termlosses

C.competitivethreats

D.marketingmyopia

Answer:

（D）

16.Whatisourbusiness?

Whoisourcustomer?

Whatdoourcustomersvalue?

Whatshouldourbusinessbe?

Allthesesimple-soundingquestionsdefineafirm’s_____.

A.objectivesandgoals

B.missionstatement

C.businessportfolio

D.marketingandfunctionalstrategies

Answer:

（B）

17.A_____definesabusinessintermsofsatisfyingbasiccustomerneeds

A.marketorientedmissionstatement

B.strategicplan

C.annualplan

D.noneoftheaboveiscorrect

Answer:

（A）Difficulty:

（2）Page:

43

18.Thecollectionofbusinessesandproductsthatmakeupacompanyiscalledits_____.

strategicbusinessunit

missionstatement

strategicplan

businessportfolio

Answer:

（D）

19._____canbeacompanydivision,aproductlinewithinadivision,orsometimesasingleproductorbranD.

A.Amarket

B.TheBCG

C.AnSBU

D.Alloftheabovearecorrect

Answer:

（C）

20.Thepurposeof_____istofindwaysinwhichthecompanycanbestuseitsstrengthstotakeadvantageofattractiveopportunitiesintheenvironment.

A.amarket

B.anSBU

C.strategicplanning

D.short-termplanning

Answer:

（C）

21.Thebestknownproductportfolioplanningmethodwasdevelopedby_____.

A.PhilipKotler

B.HarvardUniversity

C.SRIConsultingfirm

D.BostonConsultingGroup

Answer:

（D）

22.MostportfolioanalysismethodsevaluateSBUsontwodimensions,namely_____and_____.

A.marketshare;sales

B.marketgrowthrate;relativemarketshare

C.marketattractiveness;marketgrowthrate

D.noneoftheaboveiscorrect

Answer:

（B）

23.TheBCGgrowth-sharematrixclassifiesfourtypesofSBUs.Theyare_____,_____,_____and_____.

A.product;price;placeandpromotion

B.sales;marketshare;priceandpromotion

C.stars;cashcows;questionmarksanddogs

D.noneoftheaboveiscorrect

Answer:

（C）

24.IntheBCGapproach,_____arehighshare-highgrowthbusinessesorproducts.Theyneedheavyinvestmenttofinancerapidgrowth.Whentheirgrowthslowsdown,theyturninto_____.

A.cashcows;stars

B.questionmarks;dogs

C.stars;questionmarks

D.stars;cashcows

Answer:

（D）

25.AllofthefollowingphrasesaccuratelyreflectproblemswiththeBCGmatrixapproach,exceptwhichone?

A.Theyareeasytoimplement.

B.Theycanbecostly.

C.Theycanbetimeconsumingtoimplement.

D.ItisdifficulttodefineSBUsandmeasuremarketshareandgrowth.

Answer:

（A）

26.Theuncontrollablemacroforcestowhichafirmmustadaptiscalledthe_____.

A.microenvironment

B.marketingenvironment

C.marketingaudit

D.noneoftheabove

Answer:

（B）

27.Allofthefollowingarestepsinthestrategicplanningprocess,exceptwhichone?

A.Definingthecompanymission.

B.Settingcompanyobjectivesandgoals

C.Planningmarketingandotherfunctionalstrategies

D.Collaboratingwithsuppliersonallfronts

Answer:

（D）

28.Starbuckshasanannualplaninplacetodealwiththecompany’scurrentSBUsandtheiroperations.However,Starbucksasagrowth-orientedfirmisinterestedinbothdomesticandinternationalmarkets.ThisrequiresStarbuckstoconstantlymonitortheenvironmentandadapttotheopportunitiesitispresentedwith.Starbucksneedsa_____inplace.

A.missionstatement

B.supportingobjectives

C.businessportfolio

D.strategicplan

Answer:

（D）

29.Allofthefollowingareexamplesofmacro-environmentalforces,exceptwhichone?

A.demographic

B.socialandcultural

C.economic

D.researchanddevelopment

Answer:

（D）

30.Micro-environmentalforcesincludeallofthefollowing,exceptwhichone?

A.demographics

B.finance

C.researchanddevelopment（R&D）

D.purchasing

Answer:

（A）

31.Therecentrashofbusinessscandalsandincreasedconcernsabouttheenvironmenthavecreatedfreshinterestintheissuesof_____.

A.federalregulation

B.ethicsandsocialresponsibility

C.preservationofnaturalenvironment

D.consumerprivacy

Answer:

（B）

32.Marketersstudyactualconsumerpurchasestofindoutwhatconsumersbuy,wheretheybuy,andhowmuchtheybuy.Butlearningwhyconsumersbuyisnotsoeasy;theanswersareoftenlockedintheconsumer's_____.

A.emotions

B.feelings

C.blackbox

D.experiences

Answer:

（C）

33.Theconsumerblackboxismadeupoftwoparts:

first,thebuyer'scharacteristicsandthenthe_____.

A.buyerdecisionprocess

B.marketingstimuli

C.environmentalstimuli

D.buyerresponses

Answer:

（A）

34.Humanbehaviorislargely_____.

A.emotional

B.observed

C.learned

D.innate

Answer:

（C）

35._____aresociety'srelativelypermanentandordereddivisionswhosememberssharesimilarvalues,interests,andbehaviors.

A.Socialclasses

B.Referencegroups

C.Culturalgroups

D.Families

Answer:

（A）

36._____serve（s）asastandardforself-evaluationinformingaperson'sattitudesorbehaviors.

A.Socialclass

B.Referencegroups

C.Culture

D.Subculture

Answer:

（B）

37.Peoplewithinareferencegroupwho,becauseofspecialskills,knowledge,personality,orothercharacteristics,exertinfluenceonothers,arecalled_____.

A.GenerationXers

B.GenerationYers

C.opinionleaders

D.babyboomers

Answer:

（C）

38.Marketersuse_____byenlistingorevencreatingopinionleaderstospreadthewordabouttheirbrands.

A.creativemarketing

B.marketing101

C.buzzmarketing

D.nichemarketing

Answer:

（C）

39._____referstotheuniquepsychologicalcharacteristicsthatleadtorelativelyconsistentandlastingresponsestoone'sownenvironment.

A.Self-Concept

B.Perception

C.Self-image

D.Personality

Answer:

（D）

40.A_____isthespecificmixofhumantraitsthatmaybeattributedtoaparticularbranD.

A.person'sself-concept

B.motive

C.brandpersonality

D.need

Answer:

（C）

41._____needsarisefromtheneedforrecognition,esteem,orbelonging.

A.Biological

B.Psychological

C.Perceptual

D.Maslow'shierarchyof

Answer:

（B）

42._____isthetendencyofpeopletoscreenoutmostoftheinformationtowhichtheyareexposeD.

A.Selectivedistortion

B.Selectiveattention

C.Perception

D.Selectiveretention

Answer:

（B）

43._____aredefinedasthefirst2.5percentofbuyerstoadoptanewideA.Theytendtoberelativelyyounger,bettereducated,andhigherinincomethanlateradoptersandnonadopters.

A.Earlyadopters

B.Innovators

C.Earlymajority

D.Laggards

Answer:

（B）

44._____istheprocessofdividingamarketintosmallergroupsofbuyerswithdistinctneeds,characteri