Ch1-Ch4 Question Pool
MULTIPLE CHOICE. Choo the one alternative that best completes the statement or answers the question.
1) Marketing eks to create and manage profitable customer relationships
1) _______
by delivering ________ to customers.
A) superior promotion
B) superior rvice
C) competitive prices
D) superior value
E) product assortment
2) _______
2) You have learned at work that today's successful companies at all levels
have one thing in common: they are strongly customer focud and
heavily committed to ________.
A) marketing
B) social responsibility
C) increasing wealth to stockholders
D) employee motivation
E) obtaining the best CEOs
3) The twofold goal of marketing is to attract new customers by promising
3) _______
superior value and to ________.
A) keep and grow current customers by delivering competitive
pricing
B) keep and grow current customers by delivering satisfaction
C) keep and grow current customers by delivering friendly rvice
D) keep and grow current customers by delivering vast product
assortment
E) all of the above
4) _______
4) You have learned from experience as well as from this cour that the
most basic concept underlying marketing is that of ________.
A) human needs
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B) fulfilling consumer wants
C) customer satisfaction
D) lling and advertising
E) retaining customers祭田
5) _______
5) What do companies call a t of benefits that they promi to consumers
to satisfy their needs?
A) marketing offer
B) demand satisfaction
C) value proposition
D) evoked t
E) need proposition
6) _______
6) We must learn a valuable lesson in marketing. Many llers make the
mistake of paying more attention to the specific products they offer than
to the ________ produced by tho products.
A) benefits
B) value satisfaction
C) experiences
D) customer loyalty
E) benefits and experiences
7) _______ 7) Marketing consists of actions taken to build and maintain desirable
________ with target audiences involving a product, rvice, idea, or
other object.
A) exchange process
B) exchange privileges
C) exchange communication
D) exchange transactions
E) exchange relationships
8) _______ 8) The federal government finds it necessary at times to limit demand by
reducing the number of customers or to shift their demand temporarily
or permanently. Name the term for this type of action.
A) integration
B) debugging
C) demarketing
D) gray marketing
E) deregulation
9) The five alternative concepts under which organizations conduct their
9) _______
marketing activities include the production, ________, lling,
marketing, and societal marketing concepts.
A) pricing
B) promotion
C) distribution
D) product
E) demarketing
10) ______ 10) To practice the marketing concept, an organization must deliver the
________ better than competitors.
A) convenient packaging
B) attractive prices
C) level of rvice
D) advertising campaign
E) desired satisfactions
11) ______ 11) Now many companies are beginning to think of ________ interests as
well as their own customers' needs.
A) competitors'
B) society's
C) lenders'
D) investors'
E) stockholders'
12) ______ 12) Companies today face some new marketing realities that mean there are
fewer customers to go around. Changing demographics, ________, and
overcapacity in many industries are great concerns.
A) slowing incomes
B) higher unemployment
C) more sophisticated competitors
D) 9/11
E) incread technology
13) Customers buy from stores and firms that offer the highest ________. 13) ______
A) customer perceived value
B) value for the dollar
C) level of customer satisfaction
D) both B and C
E) company image
14) ______ 14) Becau customers tend to act on perceived values, they often do not
judge product values and costs ________.
A) often
B) reliably
C) accurately or objectively
D) accurately
E) objectively
15) By supplying customers with special equipment or computer linkages
15) ______
that help them manage their orders, payroll, or inventory, a business
不胜其烦造句marketer would be building customer relationships by adding ________.
A) greater customer rvice
B) structural ties
C) partnership marketing
D) value-added rvices
E) none of the above
16) When your firm practices developing and maintaining a strategic fit
16) ______
between your organization's goals and capabilities, it is forming a(n)
________.
A) operating plan
B) short-term purpo
C) values statement
D) strategic plan
E) mission statement
17) Marketing planning at your firm occurs at what levels? 17) ______
A) business unit; product; market
B) business unit; market
C) business unit; product
D) product; market
E) business unit; financial unit; market
18) ______ 18) Your text pointed out that mission statements should be both ________
and specific.
A) unachievable
B) realistic
C) long term
D) value laden
E) short term
19) Successful organizations ba their missions on their ________. 19) ______
A) strategic plans
B) value propositions
C) long-term goals
D) values statements
E) distinctive competencies
包丞相
20) What do we call the collection of business and products that make up
20) ______
the company?
A) business portfolio
B) investment diversity
C) departments
D) needs inventory
E) none of the above
21) ______ 21) The firm you work for has decided to u the Boston Consulting
Group's (BCG's) approach to classify its business units. Upon what is
the approach bad?
A) most profitable units
B) customer satisfaction
C) customer retention
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D) cost-benefits
E) growth-share matrix
22) ______ 22) Now that your employer has classified his SBUs, the next step to take in
using the BCG approach is to determine ________.
A) the three-year budget
B) the profit center
C) the tactical plan
D) what role each will play in the future
E) none of the above
23) According to your text, some companies are using all of the following in
23) ______
their strategic planning except one. Choo it.
A) cross-functional teams of managers
B) suppliers
C) customers
D) company philosophy
E) employee teams
24) Which of the following explain(s) why a firm might want to abandon
24) ______
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音普products?
A) The products may have become less profitable.
B) The firm may have entered areas where it lacks experience.
C) The firm may have grown too fast.
D) The market environment might have changed.
E) All of the above.
25) ______ 25) A company's value chain is successful when each department adds
________ for customers and ________ other departments.
A) satisfaction; coordinates with
B) value; coordinates with
C) value; shares budgets with
D) efficiency; differentiates among
E) value; strengthens
26) ______ 26) Generally speaking, most companies today cannot profitably rve
________.
A) all foreign markets
B) all consumers in a given market gment
C) all consumers in a given market
D) both A and C
E) none of the above
27) Banking, airline, and retailing rvices are properly termed ________. 27) ______
A) accessories
望海潮柳永B) rvice products
C) adjunct products
D) rvice encounters
E) products
28) ______ 28) A concern with the four Ps is that it takes the ________ view and not the
________ view.
A) traditional; modern
B) ller's; buyer's
C) broad; narrow
D) buyer's; ller's
E) domestic; global
29) ______ 29) A major tool for strategic control is a ________, which is a
comprehensive, systematic, independent, and periodic examination of a
company's environment, objectives, strategies, and activities to
determine problem areas and opportunities.
A) marketing audit
B) marketing mix strategy
C) business plan
D) marketing analysis
E) marketing plan
30) Which of the following is NOT true about mission statements? 30) ______
A) They should be motivating.
B) They should be realistic.
C) They should be broad, generic statements.
D) They should be bad on distinctive competencies.
E) They should fit the market environment.
31) ______ 31) The most commercially influential demographic group in history is
________.
A) baby boomers
B) infants
C) generation Y
D) niors
E) generation X
