一、单选题
1、Which of the following is NOT an accurate description of modern marketing?
A、Marketing is the creation of value for customers.
B、Marketing involves managing profitable customer relationships.
C、Marketing emphasizes lling and advertising exclusively.
D、Marketing involves satisfying customers' needs.
2、Marketing is defined as a social and managerial process by which individuals and organizations obtain what they need and want through ________.
A、rearch and development
B、innovation and creativity
风趣幽默C、manufacturing efficiencies
D、value creation and exchange
3、According to management guru Peter Drucker, "The aim of marketing is to ________."
A、maximize profits of the company
B、emphasize customer wants and not customer needs
C、make lling unnecessary
D、fulfill unrealistic customer expectations
4、________ are human needs that are shaped by culture and individual personality.
A、Necessities
B、Wants
C、Demands
D、Values
5、Greg Williams now has the buying power to purcha the desktop computer that he has wanted for the last six months. Greg's want now has become a(n) ________.
A、need
B、necessity
C、demand
D、exchange
6、________ is the act of obtaining a desired object from someone by offering something in return.
A、Valuation
B、Exchange
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C、Market offering
D、Confiscation
7、Which of the following statements reflects the marketing concept?
A、Focus on making continuous product improvements.
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B、Undertake a large-scale lling and promotion effort.
C、Emphasize an inside-out perspective.
D、Consider customer focus and value as the paths to sales and profits.
8、Cathy's Clothes is a small yet successful retail chain that lls women's clothing and accessories with a focus on buyers who have relatively modest means. For this specific purpo, the firm has rolled out veral marketing initiatives aimed at women of a specific demographic. This is an example of ________.
发包合同A、ambush marketing
B、social marketing
C、societal marketing
D、target marketing
9、Which of the following marketing management concepts is most likely to lead to marketing myopia?
善良议论文A、customer-driven marketing concept
B、product concept
C、societal marketing concept
D、marketing concept
10、Henry Ford's philosophy was to perfect the Model T so that its cost could be reduced further for incread consumer affordability. This reflects the ________ concept.
A、product
B、production
C、lling
D、marketing
11、Which of the following statements is true of the lling concept?
A、It requires minimum promotion efforts.
B、It creates long-term, profitable customer relationships.
细节的重要性C、It takes an outside-in perspective.
D、It is typically practiced with unsought goods.
12、Which of the following marketing orientations holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desi
red satisfactions better than competitors do?
A、the product concept
B、the production concept
C、the lling concept
D、the marketing concept
13、Some fast-food restaurants offer tasty and convenient food at affordable prices, but in doing so they contribute to a national obesity epidemic and environmental problems. The fast-food restaurants overlook the ________ philosophy.
A、marketing concept
B、product concept
C、production concept
D、societal marketing concept
14、The primary key to delivering customer satisfaction is to match product performance with ________.
A、the performance of competitive products
B、competitive prices
C、customer expectations
D、limited customer rvices
15、Sally recently purchad Brand X lotion. In comparing her perception of how the lotion made her skin feel and look to her expectations about Brand X lotion, Sally was measuring her level of ________.
A、share of customer
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B、customer satisfaction
C、customer equity
D、customer-perceived value
16、Which of the following strategies would a company most likely u to increa customer satisfaction?
A、decreasing the variety of offered rvices
B、divesting
C、lowering prices
D、"firing" unprofitable customers
17、"Losing a customer once means losing the entire stream of possible purchas that the customer would make over an extended period of patronage." This statement specifically indicates loss in terms of ________.
A、customer-perceived value
B、marketing offerings
C、partner relationship management
D、customer lifetime value
18、Which of the following refers to the total combined customer lifetime value of all of the company's current and potential customers?
A、share of customer
B、marketing mix胸卡制作
C、customer equity
D、target market
