营销学原理测试12章英文版.docx
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营销学原理测试12章英文版.docx
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营销学原理测试12章英文版
一、单选题
1、WhichofthefollowingisNOTanaccuratedescriptionofmodernmarketing?
A、Marketingisthecreationofvalueforcustomers.
B、Marketinginvolvesmanagingprofitablecustomerrelationships.C、Marketingemphasizessellingandadvertisingexclusively.
D、Marketinginvolvessatisfyingcustomers'needs.
2、Marketingisdefinedasasocialandmanagerialprocessbywhichindividualsandorganizationsobtainwhattheyneedandwantthrough.
A、researchanddevelopmentB、innovationandcreativity
C、manufacturingefficiencies
D、valuecreationandexchange
3、AccordingtomanagementguruPeterDrucker,"Theaimofmarketingisto."A、maximizeprofitsofthecompany
B、emphasizecustomerwantsandnotcustomerneedsC、makesellingunnecessary
D、fulfillunrealisticcustomerexpectations
4、arehumanneedsthatareshapedbycultureandindividualpersonality.A、Necessities
B、Wants
C、DemandsD、Values
5、GregWilliamsnowhasthebuyingpowertopurchasethedesktopcomputerthathehaswantedforthelastsixmonths.Greg'swantnowhasbecomea(n).
A、need
B、necessityC、demandD、exchange
6、istheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.A、Valuation
B、Exchange
C、MarketofferingD、Confiscation
7、Whichofthefollowingstatementsreflectsthemarketingconcept?
A、Focusonmakingcontinuousproductimprovements.
B、Undertakealarge-scalesellingandpromotioneffort.C、Emphasizeaninside-outperspective.
D、Considercustomerfocusandvalueasthepathstosalesandprofits.
8、Cathy'sClothesisasmallyetsuccessfulretailchainthatsellswomen'sclothingandaccessorieswithafocusonbuyerswhohaverelativelymodestmeans.Forthisspecificpurpose,thefirmhasrolledoutseveralmarketinginitiativesaimedatwomenofaspecificdemographic.Thisisanexampleof.
A、ambushmarketingB、socialmarketing
C、societalmarketingD、targetmarketing
9、Whichofthefollowingmarketingmanagementconceptsismostlikelytoleadtomarketingmyopia?
A、customer-drivenmarketingconcept
B、productconcept
C、societalmarketingconceptD、marketingconcept
10、HenryFord'sphilosophywastoperfecttheModelTsothatitscostcouldbereducedfurtherforincreasedconsumeraffordability.Thisreflectstheconcept.
A、product
B、productionC、selling
D、marketing
11、Whichofthefollowingstatementsistrueofthesellingconcept?
A、Itrequiresminimumpromotionefforts.
B、Itcreateslong-term,profitablecustomerrelationships.C、Ittakesanoutside-inperspective.
D、Itistypicallypracticedwithunsoughtgoods.
12、Whichofthefollowingmarketingorientationsholdsthatachievingorganizationalgoalsdependsonknowingtheneedsandwantsoftargetmarketsanddeliveringthedesiredsatisfactionsbetterthancompetitorsdo?
A、theproductconcept
B、theproductionconceptC、thesellingconcept
D、themarketingconcept
13、Somefast-foodrestaurantsoffertastyandconvenientfoodataffordableprices,butindoingsothey
contributetoanationalobesityepidemicandenvironmentalproblems.Thesefast-foodrestaurantsoverlookthe
philosophy.A、marketingconceptB、productconcept
C、productionconcept
D、societalmarketingconcept
14、Theprimarykeytodeliveringcustomersatisfactionistomatchproductperformancewith.A、theperformanceofcompetitiveproducts
B、competitiveprices
C、customerexpectations
D、limitedcustomerservices
15、SallyrecentlypurchasedBrandXlotion.IncomparingherperceptionofhowthelotionmadeherskinfeelandlooktoherexpectationsaboutBrandXlotion,Sallywasmeasuringherlevelof.
A、shareofcustomer
B、customersatisfactionC、customerequity
D、customer-perceivedvalue
16、Whichofthefollowingstrategieswouldacompanymostlikelyusetoincreasecustomersatisfaction?
A、decreasingthevarietyofofferedservices
B、divesting
C、loweringprices
D、"firing"unprofitablecustomers
17、"Losingacustomeroncemeanslosingtheentirestreamofpossiblepurchasesthatthecustomerwouldmakeoveranextendedperiodofpatronage."Thisstatementspecificallyindicateslossintermsof.
A、customer-perceivedvalueB、marketingofferings
C、partnerrelationshipmanagementD、customerlifetimevalue
18、Whichofthefollowingreferstothetotalcombinedcustomerlifetimevalueofallofthecompany'scurrentandpotentialcustomers?
A、shareofcustomerB、marketingmix
C、customerequityD、targetmarket
19、Customerscanbeclassifiedintofourrelationshipgroupsbasedontheirprofitabilityandprojectedloyalty.Whichcustomertypeisassociatedwithhighprofitabilityandlong-termloyalty?
A、barnaclesB、strangersC、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—tobe
implementedfromearlywintertolatespring—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.Thisisanexampleoftheconcept.
A、selling
B、marketingC、product
D、production
21、RenovationsoftheguestroomsattheSeagullTerraceandplanstoaddanindoorpoolareaareexamplesoftheconcept.
A、selling
B、marketingC、product
D、production
22、CarolVeldthasdecidedtoaskselectedgueststoparticipateinanextensivesurveyabouttheirexperienceatSeagullTerraceandabouttheirrequirementsintermsofamenitiesandcuisines.Byimplementingthesuggestionsshereceivesfromguests,Carolwouldbefollowingtheconcept.
A、productionB、product
C、selling
D、marketing
23、Whichofthefollowingisthefirststepinstrategicplanning?
A、settingshort-termgoals
B、developingthebusinessportfolioC、definingtheorganizationalmission
D、formulatingthekeymarketingstrategies
24、Adocumentsanorganization'spurpose—whatitwantstoaccomplishinthelargerenvironment.A、visionstatement
B、missionstatementC、businessportfolioD、valueproposition
25、WhichofthefollowingisNOTamarket-orientedbusinessdefinition?
A、"Weempowercustomerstorealizetheirdreams."
B、"Wemakehigh-qualityconsumerfoodproducts."C、"Wesellsuccessandstatus."
D、"WecreatetheHiltonexperience."
26、Companiesthatdefinetheirmissionsintermsofproductsortechnologiesareconsideredmyopicprimarilybecause.
A、productsandtechnologiesresultinlowreturnsoninvestment
B、consumerpreferenceswithregardtoproductsandtechnologyaredifficulttopredictC、consumerpreferencesfordifferentproductcategoriesvaryfromtimetotime
D、productsandtechnologieseventuallybecomeoutdated
27、WhichofthefollowingisNOTanexampleofproduct-orientedmissionstatements?
A、"Weareanonlinelibrary."
B、"Werunthemeparks."C、"Wesellathleticshoes."
D、"Wesellmemorableexperiences."
28、Thecollectionofbusinessesandproductsthatmakeupacompanyiscalledits.A、strategicbusinessunit
B、supplychainC、strategicplan
D、businessportfolio
29、AccordingtotheBostonConsultingGroupapproach,providesameasureofmarketattractiveness.A、productattribute
B、productdesign
C、marketpenetrationD、marketgrowthrate
30、AccordingtotheBostonConsultingGroupapproach,servesasameasureofcompanystrengthinthemarket.
A、relativemarketshareB、productdevelopmentC、marketdiversificationD、productattribute
31、ThepharmaceuticalsdivisionofOmniHealthcareholdslowmarketshareinahigh-growthmarket.AccordingtotheBCGmatrix,thepharmaceuticalsdivisionofOmnicanbeclassifiedasa.
A、starB、bear
C、questionmarkD、cashcow
32、Makingmoresalestocurrentcustomerswithoutchangingafirm'sproductsisknownas.A、marketsegmentation
B、marketpenetration
C、productdiversificationD、productdevelopment
33、ThemanagersofArrow,anAmericanretailchain,arecurrentlyreviewingnewdemographicmarketstosellthefirm'scurrentproducts.Thisisanexampleof.
A、marketpenetration
B、productdevelopmentC、massmarketing
D、marketdevelopment
34、ElmoCorp.,amanufacturerofpersonalcomputersandprinters,recentlyestablishedanofficefurnitureexportingbusiness.Thisisanexampleof.
A、nichemarketingB、localmarketingC、diversification
D、productadaptation
35、Thistypeofbusinessplaninvolvesadaptingthefirmtotakeadvant
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