Principles of Marketing, 16e (Kotler)
Chapter 1 Marketing: Creating Customer Value and Engagement
安吉中南百草园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.
E) Marketing is building value-laden exchange relationships with customers.
Answer: C
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate
2) 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
E) ll products
Answer: C
Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Easy
3) 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
C) manufacturing efficiencies
D) value creation and exchange
E) sales and revenue creation
Answer: D
AACSB: Application of knowledge
Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate
4) According to the five-step model of the marketing process, which of the following is the final step in creating value for customers?
玉米须的功效与作用
A) designing a customer-driven marketing strategy
B) understanding the marketplace and customer needs
C) constructing an integrated marketing program that delivers superior value
D) building profitable relationships and creating customer delight
E) capturing value from customers to create profit and customer equity
Answer: D
adaptedSkill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate
5) According to the five-step model of the marketing process, a company should ________ before de
signing a customer-driven marketing strategy.
A) determine how to deliver superior value to customers
B) build profitable relationships with customers
C) u customer relationship management to create full partnerships with key customers
D) understand the marketplace and customer needs and wants
E) construct an integrated marketing program
Answer: D
Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate
6) Marketing is managing profitable customer relationships.
Answer: TRUE
Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Easy
7) ________ are human needs that are shaped by culture and individual personality.
A) Necessities
B) Wants
C) Demands
D) Values
E) Exchanges
Answer: B
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
8) When backed by buying power, wants become ________.lol幸运召唤师网址
A) social needs
活动推广B) demands
C) physical needs
D) lf-esteem needs
E) exchanges
Answer: B
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
9) 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
E) transaction
Answer: C
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Moderate
10) A ________ is some combination of products, rvices, information, or experiences provided to consumers to satisfy a need or want.
A) market offering
B) value proposition
C) brand positioning
D) market gment
E) market mix
什么是人生态度Answer: A
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
团队的执行力11) Which of the following terms refers to llers being preoccupied with their own products and losing sight of underlying consumer needs?
怎么写辞职申请书A) vendor lock-in
B) social loafing
C) value proposition
D) marketing myopia
E) conspicuous consumption
Answer: D
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Moderate
12) When marketers t low expectations for a market offering, they run the risk of ________.
A) disappointing loyal customers
B) having to u an outside-in rather than an inside-out perspective
C) failing to attract enough customers
D) failing to understand their customers' needs
E) incorrectly identifying a target market
Answer: C
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
13) ________ is the act of obtaining a desired object from someone by offering something in return.
A) Valuation
B) Exchange
C) Market offering
D) Confiscation
E) Donation
Answer: B
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
14) A(n) ________ is the t of actual and potential buyers of a product or rvice.
A) market
B) control group
C) subsidiary
D) focus group
E) audience
Answer: A
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
15) Consumer rearch, product development, communication, distribution, pricing, and rvice are all core ________ activities.
A) positioning
B) marketing
C) outsourcing
D) production
E) logistics
Answer: B
Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Difficulty: Easy
