Marketing整理选择题(附答案).doc

Marketing整理选择题(附答案).doc

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word格式

Chapter1

1.Marketingis_____.

A.anotherwordforadvertisingandsales

B.onlyusedbymajorcorporations

C.aboutsatisfyingcustomerneeds

D.aboutsimplymakingaprofit

2.Thefirststepinthemarketingprocessistoworktounderstandcustomers.

TrueFalse

3.Oncewehavecreatedvalueforcustomers,thefinalstepinthemarketingprocessistocapturevaluefromthem.

TrueFalse

4.Themostbasicconceptunderlyingmarketingisthatof_____.

profits

products

humanneeds

services

5.Marketerscreatesocialneedsinconsumers.

True

False（Marketersdonotcreatecustomerneeds,whethersocial,physicalorindividual.Needsareabasicpartofthehumanmakeup.）

6.Theactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturniscalleda（n）_____.

exchange

switch

market

sale

7.Theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththemiscalled_____.

marketingprofiles

marketingmaneuvers

marketingselection

marketingmanagement

8.Whichmarketingphilosophylistedbelowisusefulwhensupplyexceedsdemandandwhenproductioncostsaretoohighandneedtobereduced?

productionconcept

productconcept

sellingconcept

marketingconcept

9.Whichmarketingphilosophybelievesthatanorganizationcanachieveitsgoalsifitknowstheneedsofitstargetmarketwellanddeliverssatisfactionbetterthanitscompetition?

productionconcept

productconcept

sellingconcept

marketingconcept

10.Customerrelationshipmanagement（CRM）issolelyaboutacquiringandkeepingcustomers.

True

False（CRMisaboutacquiring,keepingandgrowingcustomers.）

11.Tobuildlastingcustomerrelationships,firmsshouldfocusondelivering_____and_____.

highqualityproducts;lowprices

customervalue;customersatisfaction

customersatisfaction;customergrowth

customervalue;highprofits

12.Itcosts5to10timesmoretofindanewcustomerthantokeepacurrentonehappy.

True（Duetochangingdemographics,morecompetition,andovercapacityinmanyindustries,thecostoffindingnewcustomersisrising.）

False

13.Theaimofcustomerrelationshipmanagementisto_____.

createcustomersatisfaction

createcustomerprofits

createcustomerdelight

createcustomerlonging

14.Theportionofthecustomer’spurchasingpowerthatacompanygetsinitsproductcategoriesiscalledits_____.

customerequity

shareofcustomer

customerquotient

customerlifetimevalue

15.Customersthatareagoodfitbetweenacompany’sofferingsandthatareexpectedtobeloyaloverthelongtermarecalled_____.

butterflies

barnacles

truefriends

strangers

16.ThemostdramaticnewtechnologyistheInternet.

TrueFalse

17.The_____isthenation’s24thlargestadvertiserwithanannualbudgetofover$1billion.

ProcterandGambleCo.

BoeingCo.

LeviStraussCo.

U.S.Government

18.Whichofthefirstfourstepsofthemarketingprocessasks,“Whatconsumerswillweserve?

”and“Howcanwebestservetargetedcustomers?

”

Step1:

Understandingthemarketplace

Step2:

Designingthemarketingstrategy

Step3:

Constructingthemarketingprogram

Step4:

Buildingprofitablerelationshipswithcustomers

19.Whichstepofthemarketingprocessisthemostimportant?

Step1:

Understandingthemarketplace

Step2:

Designingthemarketingstrategy

Step3:

Constructingthemarketingprogram

Step4:

Buildingprofitablerelationshipswithcustomers

20.Inadditiontodelightingcustomers,companiestodaymustalsoharnesstechnology,thinkgloballyandbeethicallyandsociallyresponsible.

TrueFalse

Chapter2

1.Thistypeofbusinessplaninvolvesadaptingthefirmtotakeadvantageofopportunitiesinitsconstantlychangingenvironment.

–annualplan

–marketingplan

–strategicplan

–long-rangeplan

2.Agoodmissionstatementshouldbeallofthefollowingexcept_____.

–marketoriented

–productoriented

–realistic

–motivating

3.Theorganizationshouldbaseitsmissionstatementonits_____.

–profitablegoals

–customers’welfare

–product’svalue

–distinctivecompetencies

4.Businessportfoliomanagementinvolvestwosteps.Step1requiresthebusinesstoanalyzeitscurrentbusinessportfolio.Step2requiresittoshapeitsfutureportfolio.

–True

–False

5._____arelow-growth,high-sharebusinessesorproducts.

–Questionmarks

–Cashcows

–Dogs

–Stars

6._____arehigh-growth,high-sharebusinessesorproducts.

–Questionmarks

–Cashcows

–Dogs

–Stars

7.WhichofthefollowingarelimitationstotheBCGmethodofstrategicplanning?

–difficulttoimplement

–costly

–providelittleadviceforthefuture

–alloftheabove

8._____hasthemainresponsibilityforachievingprofitablegrowthforacompany.

–Management

–Humanresources

–Marketing

–Alloftheabove

9.WhichofthefollowingisanexampleofmarketpenetrationforStarbucks?

–addingdrive-thruwindowstotheircurrentcoffeeshops

–addingnewstoresintheSoutheast（marketdevelopment）

–addinghotbreakfastitemstothemenu（productdevelopment）

–buyingHearMusic（diversification）

10.Downsizingisreducingthebusinessportfoliobyeliminatingproductsorbusinessunitsthatarenotprofitableornolongerfitthecompany’soverallimage.

–True

–False

11.The_____takesthecustomer’spointofview.

–HumanResourceDept.

–ManagementDept.

–InformationTechnologyDept.

–MarketingDept.

12._____shouldbeatthecenterofacompany’smarketingstrategy.

•Customers

•Profits

•Products

•Employees

13._____involvesdividingamarketintodistinctgroupsofbuyerswhohavedistinctneeds,characteristics,orbehaviorsandwhomightrequireseparateproductsormarketingmixes.

•Marketdefinition

•Targetmarketing

•Productpositioning

•Marketsegmentation

14.Oncethevariousmarketsegmentshavebeendetermined,thenextstepinthemarketingstrategyprocessis_____.

•marketevaluation

•targetmarketing

•productpositioning

•marketpenetration

15.Acompanyshouldtargetsegmentsinwhichitcanprofitablygeneratethegreatestcustomervalueandsustainitovertime.

•True

•False

16.Thepurposeofaproduct’simagestatementistopresenttheproductinaclear,distinctanddesirablewayrelativetocompetingproductsinthemindsoftargetconsumers.

•True

•False（positioningstatement）

17.Thesetofcontrollable,tacticalmarketingtoolsthatthefirmblendstogethertoproduceitsresponsetothewantsofitstargetmarketarecalledits_____.

•marketingarsenal

•marketingmix

•marketingportfolio

•integratedmarketingoptions（IMOs）

18.ThefourP’sinmarketingreferto_____,_____,_____and_____.

•product;place;price;promotion

•product;property;price;promotion

•production;property;people;promotion

•product;place;promotion;people

19.Whichofthe“P’s”listedbelowrelatestoacustomer’scost?

•product

•place

•price

•promotion

20.Managersarecorrectinthinkingthat,“doingthingsright”（implementation）ismoreimportantthan,“doingtherightthings”（strategy）.

•True

•False（botharecriticaltosuccess）

Chapter3

1.Acompany’s_____consistsofitssuppliers,marketingintermediaries,customers,competitorsandpublics.

–macroenvironment

–microenvironment

–businessenvironment

–marketingenvironment

2._____includeresellers,marketingserviceagenciesandfinancialfirmsthathelpacompanytopromoteandsellitsofferingstoitsfinalcustomers.

–Advertisingagencies

–Suppliers

–Intelligencefirms

–Marketingintermediaries

3.Marketerstodayareonlyconcernedwiththeirconsumermarkets.

–True

–False（marketerstodaymayhavefivetypesofcustomermarkets.Thesearetheconsumermarket,thebusinessmarket,theresellermarket,thegovernmentmarketandtheinternationalmarket.

4.Acompany’s_____publicincludesitsworkers,managers,volunteersandboardofdirectors.

–employee

–citizen-action

–internal

–humanresource

5.ThesinglemostimportantdemographictrendintheU.S.isthechangingagestructureofthepopulation.

–True

–False

6.OfthesevengenerationspresentintheU.S.today,_____is（are）thelargestandmostinfluential.

–theBabyBoomers

–GenerationX

–GenerationY

–theMillenials

7.IntheUnitedStatestoday,marriedcoupleswithchildrenmakeup_____ofthenation’s105millionhouseholds.

–50%

–65%

–25%

–34%

8.ThedisabledmarketisrelativelysmallintheUnitedStatesandisnotbeingactivelypursuedbymarketers.

–True

–False（Marketersareactivelypursuingthismarket,whichislargerthantheHispanicandAfrican-Americanmarkets）

9.The“shopuntilyoudrop”mentalityofthe1990’shasbeenreplacedwithamore_____approach.

–saveallyoucan

–valueiskey

–don’tshopatall

–splurgeregularly

10.Therearethreetrendsinthenaturalenvironmentthatmarketersaremonitoring.Theseare_____,_____and_____.

–shortagesofrawmaterials;increasedlegislation;increasedconsumerism

–thegreenmovement;shortagesofrawmaterials;increasedpollution

–increasedpollution;increasedgovernmentintervention;shortagesofrawmaterials

–increasedconsumerism;increasedpopulation;increasedethicalexpectations

11.Themostdramaticforceshapingbusinesstodayisthe_____environment.

–natural

–technological

–economic

–political

12.Whichcountryleadstheworldinresearchanddevelopmentspending?

–UnitedStates

–Japan

–China

–Germany

13.Legislationaffectingbusinesshas_____overtheyears.

–increasedsteadily

–decreasedslightly

–remainedsteady

–grownimmensely

14.ThislegislationprohibitsWebsitesoronlineservicesfromcollectingpersonalinformationfromchildrenwithoutparentalconsent.