Chapter 1
1.Marketing eks to create and manage profitable customer relationships by delivering to customers-
a.competitive prices
b.superior value
c.superior rvice
d.superior promotion
e.product assortment
(Answer: b; p. 4;)
2. is managing profitable customer relationships.
a.文明礼仪的故事Management
b.Control
c.Marketing
d・ Human resources
e. Customer rvice
(Answer: c; p. 4;)
3. is managing profitable customer relationships.
a.Management
b.Control
c.Marketing
d.Human resources
e.Customer rvice
(Answer: c; p. 4;)
4.As a new assistant marketing manager trainee, you learn in an orientation
螃蟹煮几分钟meeting that are the form human needs take as they are shaped by culture
and individual personality.
a.wants
b.demands
c.lf-concepts
d・ desires
田加偏旁组新字
e. icons
(Answer: a; p. 6;)
5.The difference between customer value and customer satisfaction is that value is
the difference between the values the customer gains from owning and using a product and the •
a.cost of delivery of the product
b.cost of obtaining the product
c.cost of competing products
ci. cost of the lost experience
e> all of the above
(Answer: b; p. 13;)
6.Marketing consists of actions taken to build and maintain desirable with
target audiences involving a product, rvice, idea, or other object.
工资扣税计算器a.exchange transactions
b.exchange relationships
c.exchange process
d.exchange privileges
e.exchange communication
(Answer: b; p. 7;)
7. means managing markets to bring about profitable exchange relationships
by creating value and satisfying needs and wants.
a.Selling
b.Promoting
c.Marketing
cl Relationship marketing
e. Market gmentation
(Answer: c; p. 5;)
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.debugging
白术功效与作用
b.deregulation
c.demarketing
d.gray marketing
e.integration
(Answer: c; p. 8;)
9.The five alternative concepts under which organizations conduct their marketing activities include the production, , lling, marketing, and societal
marketing concepts.
a.promotion
b.pricing
c.distribution
d.product
e.demarketing
(Answer: d; p. 10;)
10.Now many companies are beginning to think of interests as well as their
own customers5 needs.
2019清明节a.society's
b.stockholders9
c.investors5
d.lenders5
e.competitors
(Answer: a; p. 11;)
11.The simplest definition of modern marketing is managing profitable customer relationships.
(Answer: True; p. 4;)
12.The difference between human needs and wants is that needs are states of felt deprivation.
(Answer: True; p. 6;)
13.At times it becomes necessary to reduce demand for some products and rvices. When the government tries to reduce smoking of tobacco products, it adds more tax to the products and is practicing demarketing.
中国十大照明品牌
(Answer: True; p. 8;)
14.The lling concept holds that consumers will not buy enough of the firm's products unless it undertakes a large-scale lling and promotion effort.
(Answer: True; p. 10;)
15.How do marketers differentiate among needs, wants, and demands?
Marketers realize that humans have needs when they are in a state of felt deprivation. The needs take on the form of wants as they are shaped by culture and individual personality. When backed by buying power, wants become demands. Companies rearch demands and supply the needs that drive them.
甜蜜的事业
(p. 6;)
16・ Describe the five marketing management orientations.
The production concept holds that consumers will favor products that are available and highly affordable. The product concept holds that consumers will favor products that offer the most in quality, performance, and innovative features. Tho who follow the lling concept hold that consumers will not buy enough of the firm's products unless it undertakes a large-scale lling and promotion effort. Using the marketing concept means that achieving organizational goals depends on knowing the needs and wants of target markets and delivering satisfaction better than competitors do. The societal marketing concept holds that the firm should determine the needs, wants, and interests of target markets.
(p. 10;)
