市场营销老师博客资料.pdf

第一章Multiple-Choice1.Central to any definition of marketing is _.A.demand managementB.transactionsC.customer relationshipsD.making a sale2._ is defined as a social and managerial process by which individuals andgroups obtain what they need and want through value creation.A.SellingB.AdvertisingC.BarterD.None of the above are correct3.When backed by buying power,wants become _.A.social needsB.demandsC.physical needsD.self-esteem needs4._ refers to sellers being preoccupied with their own products and losing sightof underlying consumer needs.A.Selling myopiaB.MarketingC.SellingD.Marketing myopia5.All of the following phrases reflect the marketing concept,except which one?A.We don t have a Marketing Department,we have a Customer Department.B.We make it happen for you.C.We stay close to customers.D.Putting profits ahead of customer needs is critical to the health of the firm.6.The _ is a useful philosophy in situations when the products cost is too highand marketers look for ways to bring it down.A.selling conceptB.product conceptC.production conceptD.marketing concept7.Henry Ford s philosophy was to perfect the Model T so that its cost could bereduced further for increased consumer affordability.This reflects the _.A.product conceptB.marketing conceptC.selling conceptD.production concept8.Firms follow the _ when they face overcapacity.A.product conceptB.selling conceptC.production conceptD.marketing concept9.Most firms follow the _ philosophy,which holds that consumers will not buyenough of the firm s products unless it undertakes a large-scale selling and promotioneffort.A.product-orientationB.production-orientationC.marketing orientationD.selling orientation10.The _ starts with the factory,focusing upon the companys existing products;it calls for heavy selling and promotion to obtain profitable sales.A.marketing conceptB.production conceptC.product conceptD.selling concept11.The set of marketing tools a firm uses to implement its marketing strategy is calledthe _.A.promotion mixB.product mixC.marketing mixD.TQM12.Pooling resources with other firms in order to succeed beyond managingthe supply chain illustrates the _ partnership.A.management-contractingB.licensingC.supply-chain managementD.strategic alliance13.A leverages relationships with its 35 million customers by offeringthem music,videos,gifts,toys,consumer electronics,office products,among otherproduct items.Based on previous purchase history,the company recommendsrelatedCDs,books or videos that might be of interest.This helps A capture agreater _.A.market shareB.customer-lifetime valueC.share of customerD.profitability14.The rapid pace of _ has allowed companies to greatly expand theirgeographical market coverage,purchasing,and manufacturing.A.technologyB.changeC.travelD.Globalization15.The _ concept holds that firms must strive to deliver value to customers in away that maintains or improves both the consumer s and society s well being.A.marketing conceptB.selling conceptC.product conceptD.societal-marketing concept答案：CDBDD CDBDD CDCDDTrue/False88.Selling is managing profitable customer relationships.89.Product,price,place and promotion make up the elements of a firms marketingmix.91.The marketing process begins,continues,and ends with profits.96.Marketing offers include products,services,information,or experiences to amarket to satisfy a need or want.106.The production concept and product concept are two philosophies that can bothlead to marketing myopia.答案：FTFTTEssayCompare the selling and marketing philosophies under which organizations carry outtheir marketing strategies.List the key components of each philosophy.Selling:factory-existing products-selling and promoting-profits through salesvolumeMarketing:market-customer needs-integrated marketing-profits throughcustomer satisfaction-第三、四章1._a_isthetaskofselectinganoverallcompanystrategyforlong-runsurvivalandgrowth.a.Strategicmarketplanningb.Annualmarketplanningc.Short-termplanningd.Noneoftheaboveiscorrect2.Whatisourbusiness?Whoisourcustomer?Whatdoourcustomersvalue?Whatshouldourbusinessbe?Allthesesimple-soundingquestionsdefineafirms_ b_.a.objectivesandgoalsb.missionstatementc.businessportfoliod.marketingandfunctionalstrategies3.Allofthefollowingareaccuratedescriptionsofacompanysmissionstatement,exceptwhichone?da.Missionstatementshouldberealistic.b.Missionstatementshouldbebroad.c.Missionstatementshouldfitthemarketenvironment.d.Missionstatementsshouldbewrittenforpublicrelations purposes.Thepurposeof_g_istofindwaysinwhichthecompanycanbestuseitsstrengthstotakeadvantageofattractiveopportunitiesintheenvironment.e.amarketf.anSBUg.strategicplanningh.short-termplanning4.TheBCGgrowth-sharematrixclassifiesfourtypesofSBUs.Theyare_,_,_and_ c_.a.product;price;placeandpromotionb.sales;marketshare;priceandpromotionc.stars;cashcows;questionmarksanddogsd.noneoftheaboveiscorrect5.IntheBCGapproach,_d_arehighshare-highgrowthbusinessesorproducts.Theyneedheavyinvestmenttofinancerapidgrowth.Whentheirgrowthslowsdown,theyturninto_.a.cashcows;starsb.questionmarks;dogsc.stars;questionmarksd.stars;cashcows6.Disneyisidentifyinganddevelopingnewmarketsforitsthemeparks.Disneyisexploringpossibilitiesfor_b_.a.marketpenetrationb.marketdevelopmentc.Japand.productdevelopment7.JackWelch,GEsformerCEOoncetoldhisemployees:“Companiescan tgivejobsecurity.Only_ c_can!”a.CEOsb.governmentc.customersd.alloftheabove8.Evaluatingtheresultsofmarketingstrategiesandplansandtakingcorrectiveactiontoensurethatobjectivesareattainediscalled_a_.a.marketingcontrolb.strategiccontrolc.operatingcontrold.noneoftheabove9.Themarketingcontrolprocessentailsthefollowingstepsinorder:settinggoals,_d_,evaluatingperformanceand_.a.evaluatinggoals;measuringperformanceb.achievinggoals;measuringperformancec.takingcorrectiveaction;measuringperformanced.measuringperformance;takingcorrectiveaction10.Monsantooperatesinmanybusinesses,includingpharmaceuticalsandfoodproducts.Thecompanydefinesits_a_ascreating“abundantfoodandahealthyenvironment.”a.objectivesb.goalsc.productportfoliod.mission11.ToincreaseitsU.S.marketshare,Starbuckshassteppedupeffortsintheareasofproductavailabilityandpromotion.Theseareexamplesofbroad_b_.a.marketingobjectivesb.marketingstrategiesc.marketinggoalsd.noneoftheaboveiscorrect12.McDonald shastraditionallybeenpreoccupiedwithitscurrentbusinessesandhowtokeepthemgoing.Ithasbeenaccusedofbeingcomplacentwhenitcomestoopportunitiesinitsconstantlychangingenvironment._c_involvesadaptingMcDonaldstocapitalizeuponopportunitiesinitsconstantlychangingenvironment.a.Long-rangeplanningb.Annualplanningc.Strategicplanningd.Noneoftheabove13.Starbuckshasintroducedadebitcard,whichletscustomersprepayforcoffeeandsnacks.Starbucksmanagementisconsideringwhetherthecompanycanachievedeeper_ d_.a.marketdevelopmentb.productdevelopmentc.diversificationd.marketpenetration75.Underthe_d_organizationalformatofmarketingdepartments,differentmarketingactivitiesareheadedbyafunctionalspecialist.a.geographicb.productmanagementc.marketmanagementd.functional81.IntheBostonConsultingGroupapproach,_d_provide(s)ameasureofmarketattractiveness.a.relativemarketshareb.SBUsc.cashcowsd.marketgrowthrateTrue/FalseTrue/False86.Accordingtotheauthorsofyourtext,manymanagersthinkimplementationisasimportantasorevenmoreimportantthancontrol.strategy87.IntheBostonConsultingGroupapproach,relativemarketshareprovidesameasureofmarketattractiveness.91.Thefirststepinstrategicplanningistodefinethecompanymission.99.Guidedbymarketingstrategy,thecompanydesignsamarketingmixmadeupoffactorsunderitscontrolproduct,price,place,andpromotion.100.Acompanywithlimitedresourcesmightdecidetoserveallsegmentsofamarket.101.Marketingmixisthesetofuncontrollable,marketingtoolsthatthefirmcanusetoinfluencethedemandforitsproduct.103.HolidayInnhasdividedthetotalcustomermarketintosmallersegmentsandselectedthemostpromisingsegments.Decidingwhatpositionitwantstooccupyinthesesegmentsiscalledtargeting.FFTTFFTFFTTFFTEssayEssay116.Definestrategicplanning.Discussthestepsinstrategicplanning.Answer:Theprocessofdevelopingandmaintainingastrategicfitbetweentheorganizationsgoalsandcapabilitiesanditschangingmarketingopportunitiesiscalledstrategicmarketplanning.Attheoutset,beginningatthecorporatelevel,eachcompanymustdefineitsoverallpurposeandmission.Whatisourbusiness?Whoisthecustomer?Whatdoourcustomersvalue?Answerstothesequestionsarecrucialinwritingaclearmissionstatement.Thus,missionstatementsneedtobecarefullydefinedintermsofcustomerneeds.Missionsshouldberealistic,motivating,andfitthemarketenvironment.Missionsleadtosettingbusinessandmarketingobjectives/goalsintheplanningprocess.Thisisfollowedbydecisionsregardingwhatportfolioofbusinessesandproductsisbestforthecompanyandhowmuchsupporttogiveeachone.Next,eachbusinessandproductdevelopsdetailedmarketingandotherfunctionalstrategies.Inthisstepplansaredrawnatthebusinessunit,productandmarketlevelsinsupportofcompanywideplans.-第五章Multiple-Choice1._2_ is the process of dividing a market into smaller groups of buyers withdistinct needs,characteristics,or behaviors who might require separate productsor marketing mixes.Target marketingMarket segmentationPositioningNone of the above is correct2._3_ is setting the competitive positioning for the product and creating adetailed marketing mix.Target marketingMarket segmentationMarket PositioningMicromarketing3._2_ divides the market into groups based on variables such as age,gender,family size,family life cycle,income,occupation,education,religion,race,generation,and nationality.Geographic segmentationDemographic segmentationBehavioral segmentationPsychographic segmentation4._4_ divides buyers into groups based on their knowledge,attitudes,uses,orresponses to a product.Geographic segmentationDemographic segmentationMarket segmentationBehavioral segmentation5.In evaluating different market segments,firms look at factor(s),namely _4_:segment size and growthsegment structural attractivenesscompany objectives and resourcesall of the above are correct6.A(n)_3_ is especially appealing when a companys resources are limited.undifferentiated marketing strategymass marketing strategyconcentrated marketingdifferentiated marketing strategy7.A products _2_ is the place the product occupies in consumers mindsrelative to competing products.distributionpositionlife-cycle stagelocation8.Mercedes Benz offers superior quality,craftsmanship,durability,performanceand charges a high price that is difficult to match.Mercedes Benz uses _1_positioning strategy.more for moremore for the samethe same for lessless for much less9.Requirements for effective market segmentation include that the segment be_4_.measurableaccessible and actionablesubstantial and differentialall of the above10.Through _1_,companies divide large,heterogeneous markets into smallersegments that can be reached more efficiently and effectively with products andservices that match their unique needs.target marketingmarket segmentationmarket positioningintuitionTrue-False11.Dividing a market into smaller groups of buyers with distinct needs,characteristics,or behaviors is called market segmentation.t12.Evaluating each market segments attractiveness and selecting one or more ofthe market segments to enter is called market positioning.target market f13.Geographical segmentation calls for dividing the market into differentgeographical units such as nations,regions,counties,cities,evenneighborhoods.t14.Using a concentratedmarketing strategy,a firm decides to target several marketsegments and designs separate offers for each.differentiated f15.Positioning involves implanting the brands unique benefits and differentiation incustomers minds.t-Multiple-Choice1.A(n)_1_ is anything that can be offered to a market for attention,acquisition,use,or consumption that might satisfy a want or need.producticontangible goodprice2.Today,as products and services become more and more _3_,many companiesare moving to a new level in creating value for their plexhigh-techcommoditizedexpensive3.Product planners think about products and services on three levels.Each level addsmore customer value.The most basic level is the _d_,which addresses thequestion,What is the buyer really buying?a.basic benefitb.actual productc.augmented productd.core benefit4.When Sony and its dealers give buyers a warranty on parts and workmanship,instruction on how to use the camcorder,quick repair services when needed,and atoll-free number to call if they have problems or questions,Sony is building a(n)_4_ by offering additional consumer services and benefits.core benefitactual productimageU1product5.A _1_ is a name,term,sign,symbol,or design or a combination of these thatidentifies the maker or seller of a product or service.brandplacecorporationfirm6.All of the following statements are accurate descriptions of the benefits of brandingto buyers,except which one?4Brand names help consumers identify products that might benefit them.Branding helps the seller to segment markets.Buyers who always buy the same brand know that they will get the samefeatures,benefits and quality each time they buy.All of the above7.A _2_ consists of all the product lines and items that a particular seller offersfor sale.product lineproduct mixbrandproduct strategy8.The _2_ of the product mix refers to how closely related the various productlines are in end use,production requirements,distribution channels,or some otherway.inconsistencyconsistencydepthwidth9.Procter and Gambles product lines are _4_as they are consumer products thatgo through the same distribution channels.inconsistentwidedeepconsistent10._2_ refers to the number of versions offered of each product in the line.Product line widthProduct line depthProduct mixConsistency11.Some successful brands positioned on _3_ are Volvo(safety),Hallmark(caring),Harley Davidson(adventure),and FedEx(guaranteed overnight delivery).beliefsvaluesbenefitsattributes12.A brand created and owned by a reseller of a product or service is called a_2_.manufacturer brandprivate brandgeneric brandlicensed brand13._3_ is the practice of using the established brand names of two differentcompanies on the same product.Slotting feesPremiumsCo-brandingLicensingU1增加了的U2Adv.到这个程度或范围-第八章Multi-choice:1.A relatively large,low-cost,low-margin,high volume,self-service operationdesigned to serve the consumers total needs for food and household products iscalled a _b_.a.superstoreb.supermarketc.specialty store2.Most producers use _d_ to sell their goods to the final users.a.marketing channelsb.intermediariesc.distribution channelsd.All of the above3.All of the following are functions performed by channel members,except whichone?da.Information gatheringb.Promotion of offersc.Contacting prospective buyersd.All of the above are correct4.Each layer of marketing intermediaries that performs some work in bringing theproduct and its ownership closer to their final buyers is called a(an)_c_.a.indirect marketing channelb.intermediaryc.channel leveld.direct marketing channel5.Avon Cosmetics,Dell Computer,and Amway,are a fe