Chapter 1 济南酥锅第1章
The development and new trends of marketing 的开发和营销新趋势
Marketing is _____. 市场营销是_____。
another word for advertising and sales 另一个字的广告和销售
only ud by major corporations 只用大公司
about satisfying customer needs 关于如何满足顾客的需求
about simply making a profit 大约只是赚钱
The first step in the marketing process is to work to understand customers. 在市场营销过程的第一步是要了解客户。
True 正确的
Fal 假
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Once we have created value for customers, the final step in the marketing process is to capture value from them. 一旦我们为客户创造价值，在营销过程的最后一步是抓住他们的价值。
True 正确的
Fal 假
Marketers create social needs in consumers. 在消费者营销创造社会需求。
True 正确的
Fal (Marketers do not create customer needs, whether social, physical or individual. Ne
eds are a basic part of the human makeup.) 假 （不创建营销客户的需求，无论是社会，身体或个人。需要是人类构成的基本部分。）
The act of obtaining a desired object from someone by offering something in return is called a(n) _____. 取得理想的人的对象提供一些回报的行为称为（n）的_____。
exchange 交流
switch 开关
market 市场
sale 出售
The art and science of choosing target markets and building profitable relationships with them is called _____. 艺术和选择目标市场和建设互利的关系的科学称为_____。
marketing profiles 市场概况
孕妇腿抽筋
marketing maneuvers 营销演习
marketing lection 市场选择
marketing management 营销管理
Which marketing philosophy listed below is uful when supply exceeds demand and when production costs are too high and need to be reduced ? 哪些营销理念 ， 下面列出时非常有用供过于求的 ， 当生产成本过高 ， 需要减少 ？
production concept 生产观念
product concept 产品概念
梢的拼音和组词lling concept 推销观念
marketing concept 营销观念
Which marketing philosophy believes that an organization can achieve its goals if it knows the needs of its target market well and delivers satisfaction better than its competition ? 哪些营销理念认为 ， 一个组织能够实现其目标 ， 知不知道它的目标市场的需求并提供满意的好比竞争对手更好呢 ？
production concept 生产观念
product concept 产品概念
lling concept 推销观念
marketing concept 营销观念
Customer relationship management (CRM) is solely about acquiring and keeping customers. 客户关系管理（CRM）完全是对获取和留住客户。
True 正确的
Fal (CRM is about acquiring, keeping and growing customers.) 假 （CRM是关于获取，
保持和不断增长的客户。）
To build lasting customer relationships , firms should focus on delivering _____ and _____. 为了建立持久的客户关系 ，企业应着重于提供_____和专科男_____。
high quality products; low prices 高品质的产品，低廉的价格
customer value; customer satisfaction 客户价值，客户满意度
customer satisfaction; customer growth 客户满意度，客户增长
customer value; high profits 客户价值，高利润
It costs 5 to 10 times more to find a new customer than to keep a current one happy. 它的费用5至10倍寻找新客户比保持目前的1高兴。
True (Due to changing demographics, more competition, and overcapacity in many indust
ries, the cost of finding new customers is rising.) 真 （由于许多行业，寻找新客户的成本 ， 以人口结构的变化，更多的竞争和产能过剩的上升。）
Fal 假
The portion of the customer's purchasing power that a company gets in its product categories is called its _____. 对客户的购买力 ， 公司在其产品类别得到部分称为它的_____。
customer equity 客户资产
share of customer 顾客份额
customer quotient 客户商
customer lifetime value 客户的终身价值
The most dramatic new technology is the Internet. 最引人注目的新技术是互联网。
True 正确的
Fal 假
Which of the first four steps of the marketing process asks, “What consumers will we rve?” and “How can we best rve targeted customers?” 第一四个营销过程步骤问：“什么我们服务的消费者？”，“怎样才能最佳服务的目标客户？”
Step 1: Understanding the marketplace 第1步：了解市场
Step 2: Designing the marketing strategy 第2步： 设计营销策略
Step 3: Constructing the marketing program 步骤3：构建营销计划
Step 4: Building profitable relationships with customers 第4步：与客户建立有利的关系
In addition to delighting customers, companies today must also harness technology, think globally and be ethically and socially responsible. 除了令我们高兴的顾客，公司今天还必须利用技术，放眼全球 ， 并在道德和社会责任。
True 正确的
Fal 假
The marketing mix includes _____. 营销组合包括_____。
1.product 一 ，挡风玻璃修复 产品
2.price 2.price
3.promot ion 3.promot 离子
4.place 4.place
几个月宝宝会翻身5.all of the above 5.all以上
How do marketers differentiate among needs, wants, and demands? 如何营销区分的需求，愿望和要求？
Marketers realize that humans have needs when they are in a state of felt deprivation. 营销人员认识到 ，船长天赋 人类有需要时 ， 他们被剥夺的感觉状态。 The needs take on the form of wants as they are shaped by culture and individual personality. 这些需求对要采取的形式 ， 因为它们的文化和个性的形成。 When backed by buying power, wants become demands. Companies rearch demands and supply the needs that drive them. 当购买力的支持下，想成为需求。公司的研究需求和供应的需要 ， 赶走他们。
Explain marketing management in today's terms. 说明当今的市场营销管理 。
Marketing management is the art and science of choosing target markets and building profitable relationships with them. 营销管理是艺术和选择目标市场和建设互利的关系的科学。 This involves getting, keeping, and growing customers through creating, delivering,
and communicating superior customer value. 这涉及到获得，保持，并不断通过创造的客户，提供和交流出众的客户价值。 Thus, marketing management involves managing demand, which in turn involves managing customer relationships. 因此，营销管理涉及的管理需求，而这又涉及到管理客户关系。
