科特勒市场营销第一章习题答案.docx
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科特勒市场营销第一章习题答案
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
Objective:
1-1
2)Accordingtotheopeningscenario,theTidemarketingteamisMOSTconcernedaboutwhichofthefollowing?
A)maintainingitsbrandshare
B)fosteringcustomers'emotionalconnectionswiththeirproduct
C)advertisingtheirproduct'sbenefits
D)comparingtheeffectivenessoftheirproducttootherbrands
E)incorporatingconsumer-generatedmarketinginthemarketingmix
Answer:
B
Diff:
2PageRef:
2
Skill:
Concept
Objective:
1-1
3)AccordingtomanagementguruPeterDrucker,"Theaimofmarketingisto________."
A)createcustomervalue
B)identifycustomerdemands
C)makesellingunnecessary
D)setrealisticcustomerexpectations
E)sellproducts
Answer:
C
Diff:
2PageRef:
5
Skill:
Concept
Objective:
1-1
4)________isdefinedasasocialandmanagerialprocessbywhichindividualsandorganizationsobtainwhattheyneedandwantthroughvaluecreationandexchange.
A)Selling
B)Advertising
C)Bartering
D)Marketing
E)Negotiating
Answer:
D
Diff:
2PageRef:
5
Skill:
Concept
Objective:
1-1
5)Accordingtothesimplefive-stepmodelofthemarketingprocess,acompanyneedsto________beforedesigningacustomer-drivenmarketingstrategy.
A)determinehowtodeliversuperiorvalue
B)buildprofitablerelationshipswithcustomers
C)usecustomerrelationshipmanagementtocreatefullpartnershipswithkeycustomers
D)understandthemarketplaceandcustomerneedsandwants
E)constructkeycomponentsofamarketingprogram
Answer:
D
Diff:
2PageRef:
5
AACSB:
Communication
Skill:
Concept
Objective:
1-2
6)________arehumanneedsasshapedbyindividualpersonalityandculture.
A)Needs
B)Wants
C)Demands
D)Values
E)Exchanges
Answer:
B
Diff:
2PageRef:
6
Skill:
Concept
Objective:
1-2
7)Whenbackedbybuyingpower,wantsbecome________.
A)socialneeds
B)demands
C)physicalneeds
D)self-esteemneeds
E)exchanges
Answer:
B
Diff:
1PageRef:
6
Skill:
Concept
Objective:
1-2
8)Whatdocompaniescallasetofbenefitsthattheypromisetoconsumerstosatisfytheirneeds?
A)marketoffering
B)valueproposition
C)demandsatisfaction
D)needproposition
E)evokedset
Answer:
A
Diff:
1PageRef:
6
Skill:
Concept
Objective:
1-2
9)Whichofthefollowingreferstosellersbeingpreoccupiedwiththeirownproductsandlosingsightofunderlyingconsumerneeds?
A)sellingmyopia
B)marketingmanagement
C)valueproposition
D)marketingmyopia
E)theproductconcept
Answer:
D
Diff:
1PageRef:
6
Skill:
Concept
Objective:
1-2
10)Whenmarketerssetlowexpectationsforamarketoffering,thebiggestrisktheyrunis________.
A)disappointingloyalcustomers
B)decreasingcustomersatisfaction
C)failingtoattractenoughcustomers
D)failingtounderstandtheircustomers'needs
E)incorrectlyidentifyingatargetmarket
Answer:
C
Diff:
1PageRef:
7
Skill:
Concept
Objective:
1-2
11)________istheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.
A)Avalueproposition
B)Exchange
C)Bribery
D)Valuecreation
E)Donation
Answer:
B
Diff:
1PageRef:
7
Skill:
Concept
Objective:
1-2
12)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
Objective:
1-2
13)Inthecaseofexcessdemand,________mayberequiredtoreducethenumberofcustomersortoshiftdemandtemporarilyorpermanently.
A)marketing
B)demarketing
C)valuemarketing
D)surplusing
E)negotiating
Answer:
B
Diff:
1PageRef:
9
Skill:
Concept
Objective:
1-3
14)Theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththemiscalled________.
A)marketingmanagement
B)positioning
C)segmentation
D)selling
E)differentiation
Answer:
A
Diff:
1PageRef:
8
Skill:
Concept
Objective:
1-3
15)Selectingwhichsegmentsofapopulationofcustomerstoserveiscalled________.
A)marketsegmentation
B)positioning
C)customization
D)targetmarketing
E)managingthemarketingeffort
Answer:
D
Diff:
1PageRef:
8
Skill:
Concept
Objective:
1-3
16)Whichofthefollowingisthesetofbenefitsacompanypromisestodeliverthecustomertosatisfytheirneeds?
A)amoney-backguarantee
B)lowpricing
C)goodcustomerservice
D)avalueproposition
E)anattribute
Answer:
D
Diff:
1PageRef:
9
Skill:
Concept
Objective:
1-3
17)Theproductconceptsaysthatacompanyshoulddowhichofthefollowing?
A)improvemarketingofitsbestproducts
B)marketonlythoseproductswithhighcustomerappeal
C)focusonthetargetmarketandmakeproductsthatmeetthosecustomers'demands
D)focusonmakingcontinuousproductimprovements
E)makepromotingproductsthetoppriority
Answer:
D
Diff:
2PageRef:
10
Skill:
Concept
Objective:
1-3
18)Whichconceptcallsforaggressivesellingandfocusesongeneratingtransactionstoobtainprofitablesales?
A)marketing
B)production
C)product
D)selling
E)societalmarketing
Answer:
D
Diff:
1PageRef:
10
Skill:
Concept
Objective:
1-3
19)Afirmthatusesthesellingconcepttakesa(n)________approach.
A)outside-in
B)myopic
C)inside-out
D)societal
E)customerservice
Answer:
C
Diff:
2PageRef:
10
Skill:
Concept
Objective:
1-3
20)Accordingtotheproductionconcept,consumerswillfavorproductsthatare________and________.
A)satisfying;qualityfocused
B)advertised;affordable
C)inhighdemand;hardtofind
D)segmented;convenient
E)available;affordable
Answer:
E
Diff:
3PageRef:
9
Skill:
Concept
Objective:
1-3
21)Thoughoftencriticized,thesellingconceptisparticularlyappropriateandeffectivewithwhichofthefollowingtypesofproducts?
A)convenience
B)shopping
C)specialty
D)unsought
E)demarketed
Answer:
D
Diff:
2PageRef:
10
Skill:
Concept
Objective:
1-3
22)Customer-drivenmarketingusuallyworkswellwhen________andwhencustomers________.
A)aclearneedexists;aredifficulttoidentify
B)customersknowwhattheywant;areloyaltothebrand
C)afirmcandeliverthegoodsdesired;arethoroughlyresearched
D)aclearneedexists;knowwhattheywant
E)aneedexists;don'tknowwhattheywant
Answer:
D
Diff:
2PageRef:
11
Skill:
Concept
Objective:
1-3
23)MarieOrtizenjoysherworkatFuturisticDesigns,Inc.Herorganizationunderstandsandanticipatescustomerneedsevenbetterthancustomersthemselvesdoandcreatesproductsandservicestomeetcurrentandfuturewantsanddemands.Marie'sfirmpractices________marketing.
A)customer-driven
B)customer-driving
C)relationship
D)donor
E)social
Answer:
B
Diff:
2PageRef:
11
Skill:
Concept
Objective:
1-3
24)Whichconceptholdsthatfirmsmuststrivetodelivervaluetocustomersinawaythatmaintainsorimprovestheconsumer'sandsociety'swell-being?
A)marketing
B)selling
C)product
D)societalmarketing
E)equity
Answer:
D
Diff:
1PageRef:
11
AACSB:
EthicalReasoning
Skill:
Concept
Objective:
1-3
25)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
Objective:
1-3
26)Thesetofmarketingtoolsafirmusestoimplementitsmarketingstrategyiscalledthe________.
A)promotionmix
B)productmix
C)marketingmix
D)TQM
E)marketingeffort
Answer:
C
Diff:
2PageRef:
12
Skill:
Concept
Objective:
1-3
27)Ofthefollowing,whichisthemostimportantconceptofmodernmarketing?
A)customerrelationshipmanagement
B)societalmarketing
C)consumer-generatedmarketing
D)properlytrainedsalespeople
E)lowprices
Answer:
A
Diff:
2PageRef:
13
AACSB:
Communication
Skill:
Concept
Objective:
1-4
28)Itismostaccuratetosaythatcustomersbuyfromstoresandfirmsthatofferwhichofthefollowing?
A)thehighestvalueforthedollar
B)thehighestcustomer-perceivedvalue
C)thehighestlevelofcustomersatisfaction
D)themostattractivecompanyimage
E)themostconcernforsociety'sinterests
Answer:
B
Diff:
3PageRef:
13
Skill:
Concept
Objective:
1-4
29)Usingcustomerprofitabilityanalysistoweedoutunprofitablecustomersandtargetwinningonesforpamperingisreferredtoas________.
A)customerrelationshipmanagement
B)positioning
C)databasemarketing
D)selectiverelationshipmanagement
E)marketingmyopia
Answer:
D
Diff:
2PageRef:
17
Skill:
Concept
Objective:
1-4
30)Greaterconsumercontrolmeansthatcompaniesmustrelymoreonmarketingby________thanby________.
A)interruption;involvement
B)interaction;intrusion
C)socialization;information
D)producing;selling
E)inspiration;competition
Answer:
B
Diff:
2PageRef:
18
AACSB:
Communication
Skill:
Concept
Objective:
1-4
31)Thefinalstepinthemarketingprocessis________.
A)capturingvaluefromcustomers
B)creatingcustomerloyalty
C)creatingcustomerlifetimevalue
D)understandingthemarketplace
E)designingacustomer-drivenmar