市场营销学题库marketing题库1.docx
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市场营销学题库marketing题库1.docx
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市场营销学题库marketing题库1
Chapter1Marketing:
CreatingandCapturingCustomerValue
1)Allofthefollowingareaccuratedescriptionsofmodernmarketing,EXCEPTwhichone?
A)Marketingisthecreationofvalueforcustomers.
B)Marketingismanagingprofitablecustomerrelationships.
C)Sellingandadvertisingaresynonymouswithmarketing.
D)Marketinginvolvessatisfyingcustomers'needs.
E)Marketingisusedbyfor-profitandnot-for-profitorganizations.
Answer:
C
Diff:
2PageRef:
2and4
Skill:
Concept
2)Accordingtotheopeningscenario,theTidemarketingteamisMOSTconcernedaboutwhichofthefollowing?
A)maintainingitsbrandshare
B)fosteringcustomers'emotionalconnectionswiththeirproduct
C)advertisingtheirproduct'sbenefits
D)comparingtheeffectivenessoftheirproducttootherbrands
E)incorporatingconsumer-generatedmarketinginthemarketingmix
Answer:
B
3)AccordingtomanagementguruPeterDrucker,"Theaimofmarketingisto________."
A)createcustomervalue
B)identifycustomerdemands
C)makesellingunnecessary
D)setrealisticcustomerexpectations
E)sellproducts
Answer:
C
Diff:
2PageRef:
5
Skill:
Concept
4)________isdefinedasasocialandmanagerialprocessbywhichindividualsandorganizationsobtainwhattheyneedandwantthroughvaluecreationandexchange.
A)Selling
B)Advertising
C)Bartering
D)Marketing
E)Negotiating
Answer:
D
Diff:
2PageRef:
5
Skill:
Concept
5)Whichstepsofthefive-stepmarketingprocessareaboutunderstandingcustomers,creatingcustomervalue,andbuildingstrongcustomerrelationships?
A)thefirsttwoonly
B)thefirstthreeonly
C)thefirstfouronly
D)thelastthreeonly
E)thelastfouronly
Answer:
C
Diff:
2PageRef:
5
AACSB:
Communication
Skill:
Concept
6)Whenmarketerssetlowexpectationsforamarketoffering,thebiggestrisktheyrunis________.
A)disappointingloyalcustomers
B)decreasingcustomersatisfaction
C)failingtoattractenoughcustomers
D)failingtounderstandtheircustomers'needs
E)incorrectlyidentifyingatargetmarket
Answer:
C
Diff:
1PageRef:
7
Skill:
Concept
7)________istheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.
A)Avalueproposition
B)Exchange
C)Bribery
D)Valuecreation
E)Donation
Answer:
B
Diff:
1PageRef:
7
Skill:
Concept
8)A(n)________isthesetofactualandpotentialbuyersofaproduct.
A)market
B)audience
C)group
D)segment
E)exchange
Answer:
A
Diff:
1PageRef:
7
Skill:
Concept
9)Consumerresearch,productdevelopment,communication,distribution,pricing,andserviceareallcore________activities.
A)exchange
B)marketing
C)management
D)production
E)customerrelationshipmanagement
Answer:
B
Diff:
1PageRef:
7
AACSB:
Communication
Skill:
Concept
10)Whichofthefollowingisthemostlikelyresultofamarketingstrategythatattemptstoserveallpotentialcustomers?
A)Allcustomerswillbedelighted.
B)Customer-perceivedvaluewillincrease.
C)Customerevangelistswillbecomeunpaidsalespersonsfortheserviceorproduct.
D)Notallcustomerswillbesatisfied.
E)Thecompanywillneedtofollowupwithademarketingcampaign.
Answer:
D
Diff:
3PageRef:
9
AACSB:
AnalyticSkills
Skill:
Concept
11)Whencustomersdon'tknowwhattheywantordon'tevenknowwhat'spossible,themosteffectivestrategyis________marketing.
A)customer-driven
B)customer-driving
C)societal
D)production
E)product
Answer:
B
Diff:
2PageRef:
11
Skill:
Concept
12)Thesocietalmarketingconceptseekstoestablishabalancebetweenconsumershort-runwantsandconsumer________.
A)short-runcostsandprofits
B)short-runethics
C)long-runwelfare
D)immediatehealth
E)valuepropositions
Answer:
C
Diff:
2PageRef:
11
AACSB:
EthicalReasoning
13)Whichconceptholdsthatfirmsmuststrivetodelivervaluetocustomersinawaythatmaintainsorimprovestheconsumer'sandsociety'swell-being?
A)marketing
B)selling
C)product
D)societalmarketing
E)equity
Answer:
D
Diff:
1PageRef:
11
AACSB:
EthicalReasoning
Skill:
Concept
15)Thethreeareasofconsiderationthatshouldbebalancedinthesocietalmarketingconceptareconsumerwants,society'sinterests,and________.
A)humanwelfare
B)wantsatisfaction
C)companyprofits
D)short-runwants
E)long-termneeds
Answer:
C
Diff:
2PageRef:
11
AACSB:
EthicalReasoning
Skill:
Concept
15)Thesetofmarketingtoolsafirmusestoimplementitsmarketingstrategyiscalledthe________.
A)promotionmix
B)productmix
C)marketingmix
D)TQM
E)marketingeffort
Answer:
C
Diff:
2PageRef:
12
Skill:
Concept
Objective:
1-3
60)Thefinalstepinthemarketingprocessis________.
A)capturingvaluefromcustomers
B)creatingcustomerloyalty
C)creatingcustomerlifetimevalue
D)understandingthemarketplace
E)designingacustomer-drivenmarketingstrategy
Answer:
A
Diff:
1PageRef:
21
16)StewLeonard,theownerofahighlysuccessfulregionalsupermarketchain,reactsadverselytolosingasinglecustomersale.Hefeelsthatthisamountstolosingtheentirestreamoffuturepurchasesthatacustomerislikelytomakeifheorsheremainsinthearea.StewLeonard'sconcernisanillustrationofwhichofthefollowing?
A)shareofcustomer
B)marketshare
C)profitability
D)customerlifetimevalue
E)marketsharemaintenance
Answer:
D
Diff:
2PageRef:
22
AACSB:
ReflectiveThinking
Skill:
Concept
17)AdvertisingAge,amagazineforadvertisingprofessionals,recentlygaveitsAdAgencyoftheYearawardto________.
A)theconsumer
B)on-linemarketers
C)Frito-Lay
D)Coca-Cola
E)YouTube
Answer:
A
Diff:
3PageRef:
20
18)Whichofthefollowingisanexampleofconsumer-generatedmarketing?
A)Toyota'spresenceinonlinecommunities
B)Nike'sNikePlusrunningWebsite
C)MasterCard'suseof"Priceless"commercialsshotbycustomers
D)NeimanMarcus'sInCircleRewardsprogramforitsbestcustomers
E)TheLexusCovenantaimedatcreatingcustomerdelight
Answer:
C
Diff:
2PageRef:
20
Skill:
Concept
19)Whenanairlinegoesaftera"shareoftravel"fromitscustomers,itisattemptingtoincrease________.
A)customerlifetimevalue
B)shareofcustomer
C)totalcustomerspending
D)customersatisfaction
E)customerownership
Answer:
B
Diff:
2PageRef:
22
AACSB:
ReflectiveThinking
Skill:
Concept
20)Beyondsimplyretaininggoodcustomers,marketerswanttoconstantlyincreasetheir"shareofcustomer."Whatdoesthismeaninmarketingterms?
A)Marketerswanttoincreasetheirmarketshare.
B)Marketerswanttoincreasethesharetheygetofthecustomer'spurchasingintheirproductcategories.
C)Marketerswanttoincreasetheprofitmarginwiththistargetmarket.
D)Marketerswanttocontinuouslyincreasetheircustomers'levelsofsatisfaction.
E)Marketerswanttoturnsatisfiedcustomersintodelightedcustomers.
Answer:
B
Diff:
3PageRef:
22
Skill:
Concept
21)Customerscanbeclassifiedintofourrelationshipgroups,accordingtotheirprofitabilityandprojectedloyalty.Whichtypeofcustomershavethehighestprofitpotentialandstrongloyalty?
A)barnacles
B)strangers
C)butterflies
D)truefriends
E)bigfish
Answer:
D
Diff:
2PageRef:
24
Skill:
Concept
22)WhichofthefollowingstatementsabouttheInternetismostaccurate?
A)CompaniesarecautiouslyusingtheInternettobuildcloserrelationshipswithcustomersandmarketingpartnersalike.
B)Afterthedot-commeltdownof2000,fewerconsumersarebuyingproductsand/orservicesonline.
C)TheInternetmakesiteasyforconsumerstoview,interactwith,andcreatemarketingcontent.
D)Consumere-commercelookspromising,butbusiness-to-businesse-commerceisdeclining.
E)Web2.0involvesalessbalancedapproachtoonlinemarketingthantheoriginaldot-comboomdid.
Answer:
C
Diff:
2PageRef:
26
AACSB:
UseofIT
Skill:
Concept
23)Whichofthefollowingiscurrentlythefastest-growingformofmarketing?
A)consumer-generatedmarketing
B)onlinemarketing
C)massmediamarketing
D)socialmarketing
E)word-of-mouthmarketing
Answer:
B
Diff:
3PageRef:
26
AACSB:
UseofIT
Skill:
Concept
24)Todayalmosteverycompany,smallandlarge,isaffectedinsomewaybywhichofthefollowing?
A)thesocietalmarketingconcept
B)not-for-profitmarketing
C)globalcompetition
D)customer-generatedmarketing
E)caringcapitalism
Answer:
C
Diff:
2PageRef:
26
Skill:
Concept
25)Governmentalagenciesarebecomingmoreinvolvedinmarketingastheyearspass.Whenalocalgovernmentadvertiseskeepingthearea'sstreamsandwatersupplycleaner,itisinvolvedin________.
A)greenmarketing
B)socialmarketingcampaigns
C)demarketing
D)environmentalmarketing
E)partnershipmarketing
Answer:
B
Diff:
2PageRef:
29
Skill:
Concept
26)FastFood,Inc.viewsmarketingasthescienceandartoffinding,retaining,andgrowingprofitablecustomersbyprovidingthemwiththefoodtheywant.FastFood,Inc.practicessocietalmarketing.
Answer:
FALSE
Diff:
2PageRef:
11
AACSB:
ReflectiveThinking
Skill:
Application
27)Thesocietalmarketingconceptcallsonmarketerstobalanceconsumerwantsanddesires,companyprofits,andsociety'sinterests.
Answer:
TRUE
Diff:
2PageRef:
11
AACSB:
EthicalReasoning
Skill:
Concept
28)Formostmarketers,customerrelationshipmanagement(CRM)isexclusivelyamatterofcustomerdatamanagement.
Answer:
FALSE
Diff:
2PageRef:
13
Skill:
Concept
29)Themarketingmixincludesproduction,price,promotion,andpackaging;thisisknownasthefourPsofmarketing.
Answer:
FALSE
Diff:
2PageRef:
12
Skill:
Concept
30)Customer-perceivedvalueisdefinedasthecustomer'seval
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