Chapter 1 Marketing: Creating and Capturing Customer Value
1) All of the following are accurate descriptions of modern marketing, EXCEPT which one
A) Marketing is the creation of value for customers.
B) Marketing is managing profitable customer relationships.
C) Selling and advertising are synonymous with marketing.
D) Marketing involves satisfying customers' needs.
E) Marketing is ud by for-profit and not-for-profit organizations.
Answer: C
Diff: 2 Page Ref: 2 and 4
Skill: Concept
Objective: 1-1
2) According to the opening scenario, the Tide marketing team is MOST concerned about which of the following
项脊轩志教学设计A) maintaining its brand share
B) fostering customers' emotional connections with their product
C) advertising their product's benefits
D) comparing the effectiveness of their product to other brands
E) incorporating consumer-generated marketing in the marketing mix
Answer: B
Diff: 2 Page Ref: 2
Skill: Concept
Objective: 1-1
3) According to management guru Peter Drucker, "The aim of marketing is to ________."
A) create customer value
B) identify customer demands
C) make lling unnecessary
D) t realistic customer expectations
E) ll products
Answer: C
Diff: 2 Page Ref: 5
Skill: Concept
Objective: 1-1
4) ________ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation and exchange.
A) Selling
B) Advertising
C) Bartering道理的名言名句
D) Marketing
E) Negotiating
Answer: D
Diff: 2 Page Ref: 5
Skill: Concept
Objective: 1-1
5) According to the simple five-step model of the marketing process, a company needs to ________ before designing a customer-driven marketing strategy.
A) determine how to deliver superior value
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 key components of a marketing program
Answer: D
Diff: 2 Page Ref: 5
AACSB: Communication
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Skill: Concept
Objective: 1-2
6) ________ are human needs as shaped by individual personality and culture.
A) Needs
B) Wants
C) Demands
D) Values
E) Exchanges
Answer: B
Diff: 2 Page Ref: 6
Skill: Concept
Objective: 1-2
7) When backed by buying power, wants become ________.
A) social needs
B) demands
C) physical needs
D) lf-esteem needs
E) exchanges
Answer: B
Diff: 1 Page Ref: 6
Skill: Concept
Objective: 1-2
8) What do companies call a t of benefits that they promi to consumers to satisfy their needs
A) market offering
B) value proposition
C) demand satisfaction
D) need proposition
E) evoked t
Answer: A
Diff: 1 Page Ref: 6
Skill: Concept
玩电脑的英文Objective: 1-2
9) Which of the following refers to llers being preoccupied with their own products and losing sight of underlying consumer needs
A) lling myopia
B) marketing management
C) value proposition
D) marketing myopia
E) the product concept
Answer: D
Diff: 1 Page Ref: 6
Skill: Concept
Objective: 1-2
10) When marketers t low expectations for a market offering, the biggest risk they run is ________.
A) disappointing loyal customers
B) decreasing customer satisfaction
C) failing to attract enough customers
D) failing to understand their customers' needs
E) incorrectly identifying a target market
Answer: C
Diff: 1 Page Ref: 7
Skill: Concept
Objective: 1-2
11) ________ is the act of obtaining a desired object from someone by offering something in return.
A) A value proposition
B) Exchange
C) Bribery
D) Value creation
E) Donation
Answer: B
工程图学Diff: 1 Page Ref: 7
Skill: Concept
大数据工具Objective: 1-2
12) Consumer rearch, product development, communication, distribution, pricing, and rvice are all core ________ activities.
如何设置壁纸A) exchange
B) marketing
C) management
D) production10月23日是什么星座
E) customer relationship management
Answer: B
Diff: 1 Page Ref: 7
AACSB: Communication
Skill: Concept
Objective: 1-2
13) In the ca of excess demand, ________ may be required to reduce the number of customers or to shift demand temporarily or permanently.
A) marketing
B) demarketing
C) value marketing
D) surplusing
E) negotiating
Answer: B
Diff: 1 Page Ref: 9
Skill: Concept
Objective: 1-3
14) The art and science of choosing target markets and building profitable relationships with them is called ________.
