营销学原理测试1-2章（英文版）.pdf

营销学原理测试 1-2章（英版）、单选题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 selling and advertising exclusively.D、Marketing involves satisfying customers needs.2、Marketing is defined as a social and managerial process by which individuals and organizations obtain what they needand want through _.A、research and developmentB、innovation and creativityC、manufacturing efficienciesD、value creation and exchange3、According to management guru Peter Drucker,The aim of marketing is to _.A、maximize profits of the companyB、emphasize customer wants and not customer needsC、make selling unnecessaryD、fulfill unrealistic customer expectations4、_ are human needs that are shaped by culture and individual personality.A、NecessitiesB、WantsC、DemandsD、Values5、Greg Williams now has the buying power to purchase the desktop computer that he has wanted for the last six months.Gregs want now has become a(n)_.A、needB、necessityC、demandD、exchange6、_ is the act of obtaining a desired object from someone by offering something in return.A、ValuationB、ExchangeC、Market offeringD、Confiscation7、Which of the following statements reflects the marketing concept?A、Focus on making continuous product improvements.B、Undertake a large-scale selling and promotion effort.C、Emphasize an inside-out perspective.D、Consider customer focus and value as the paths to sales and profits.8、Cathys Clothes is a small yet successful retail chain that sells womens clothing and accessories with a focus on buyerswho have relatively modest means.For this specific purpose,the firm has rolled out several marketinginitiatives aimed at women of a specific demographic.This is an example of _.A、ambush marketingB、social marketingC、societal marketingD、target marketing9、Which of the following marketing management concepts is most likely to lead to marketing myopia?A、customer-driven marketing conceptB、product conceptC、societal marketing conceptD、marketing concept10、Henry Fords philosophy was to perfect the Model T so that its cost could be reduced further for increased consumeraffordability.This reflects the _ concept.A、productB、productionC、sellingD、marketing11、Which of the following statements is true of the selling concept?A、It requires minimum promotion efforts.B、It creates long-term,profitable customer relationships.C、It takes an outside-in perspective.D、It is typically practiced with unsought goods.12、Which of the following marketing orientations holds that achieving organizational goals depends on knowing the needsand wants of target markets and delivering the desired satisfactions better than competitors do?A、the product conceptB、the production conceptC、the selling conceptD、the marketing concept13、Some fast-food restaurants offer tasty and convenient food at affordable prices,but in doing so they contribute to anational obesity epidemic and environmental problems.These fast-food restaurants overlook the _ philosophy.A、marketing conceptB、product conceptC、production conceptD、societal marketing concept14、The primary key to delivering customer satisfaction is to match product performance with _.A、the performance of competitive productsB、competitive pricesC、customer expectationsD、limited customer services15、Sally recently purchased Brand X lotion.In comparing her perception of how the lotion made her skin feel and look toher expectations about Brand X lotion,Sally was measuring her level of _.A、share of customerB、customer satisfactionC、customer equityD、customer-perceived value16、Which of the following strategies would a company most likely use to increase customer satisfaction?A、decreasing the variety of offered servicesB、divestingC、lowering pricesD、firing unprofitable customers17、Losing a customer once means losing the entire stream of possible purchases that the customer would make over anextended period of patronage.This statement specifically indicates loss in terms of _.A、customer-perceived valueB、marketing offeringsC、partner relationship managementD、customer lifetime value18、Which of the following refers to the total combined customer lifetime value of all of the companys current and potentialcustomers?A、share of customerB、marketing mixC、customer equityD、target market19、Customers can be classified into four relationship groups based on their profitability and projected loyalty.Whichcustomer type is associated with high profitability and long-term loyalty?A、barnaclesB、strangersC、butterfliesD、true friends20-22 Refer to the scenario below to answer the questions.Carol Veldt,owner of Seagull Terrace,watched her investment grow from a small,seaside motel to a thriving year-roundresort in just a few years.Atop a cliff overlooking the Maine coast,Seagull Terrace had attracted thousands of visitors duringsummer,but then faced a tremendous downturn in business during winter.But,given the established industries in thenearby towns,very little year-round competition,and our close proximity to Portland,Carol added,I couldnt understandwhy seasonality had to hit Seagull Terrace so hard!So Carol spent her first winter devising a new marketing plan.She put together a promotional package designed to attractbusiness travelers year-round.Carols plan also involved a seasonal promotional gimmickto be implemented from earlywinter to late springthat would attract the same numbers as the large summer crowd.Her idea worked!During her secondwinter,Carol greeted numerous business travelersboth satisfied repeat guests as well as new guests who had beensnagged by her promotional appeals.We still have a long way to go,Carol admitted.Our delicatessen offers entrees that are a part of the local cuisine,but wedlike to expand that.We provide health club privileges off-site,but wed like to eventually provideour own.These are goals I hope to achieve in a few years.Our first project,however,included a renovation of our guestrooms and Im quite proud of the results.Carol then added,Actually there are so many possibilities.With an indoor poolarea,I will eventually offer weekend getaways throughout winter.20、Carol Veldts plan also involves a seasonal promotional gimmick that she wants to promote aggressively.This is anexample of the _ concept.A、sellingB、marketingC、productD、production21、Renovations of the guest rooms at the Seagull Terrace and plans to add an indoor pool area are examples of the_ concept.A、sellingB、marketingC、productD、production22、Carol Veldt has decided to ask selected guests to participate in an extensive survey about their experience at SeagullTerrace and about their requirements in terms of amenities and cuisines.By implementing the suggestions she receives fromguests,Carol would be following the _ concept.A、productionB、productC、sellingD、marketing23、Which of the following is the first step in strategic planning?A、setting short-term goalsB、developing the business portfolioC、defining the organizational missionD、formulating the key marketing strategies24、A _ documents an organizations purposewhat it wants to accomplish in the larger environment.A、vision statementB、mission statementC、business portfolioD、value proposition25、Which of the following is NOT a market-oriented business definition?A、We empower customers to realize their dreams.B、We make high-quality consumer food products.C、We sell success and status.D、We create the Hilton experience.26、Companies that define their missions in terms of products or technologies are considered myopic primarily because_.A、products and technologies result in low returns on investmentB、consumer preferences with regard to products and technology are difficult to predictC、consumer preferences for different product categories vary from time to timeD、products and technologies eventually become outdated27、Which of the following is NOT an example of product-oriented mission statements?A、We are an online library.B、We run theme parks.C、We sell athletic shoes.D、We sell memorable experiences.28、The collection of businesses and products that make up a company is called its _.A、strategic business unitB、supply chainC、strategic planD、business portfolio29、According to the Boston Consulting Group approach,_ provides a measure of market attractiveness.A、product attributeB、product designC、market penetrationD、market growth rate30、According to the Boston Consulting Group approach,_ serves as a measure of company strength in the market.A、relative market shareB、product developmentC、market diversificationD、product attribute31、The pharmaceuticals division of Omni Healthcare holds low market share in a high-growth market.According to theBCG matrix,the pharmaceuticals division of Omni can be classified as a _.A、starB、bearC、question markD、cash cow32、Making more sales to current customers without changing a firms products is known as _.A、market segmentationB、market penetrationC、product diversificationD、product development33、The managers of Arrow,an American retail chain,are currently reviewing new demographic markets to sell the firmscurrent products.This is an example of _.A、market penetrationB、product developmentC、mass marketingD、market development34、Elmo Corp.,a manufacturer of personal computers and printers,recently established an office furniture exportingbusiness.This is an example of _.A、niche marketingB、local marketingC、diversificationD、product adaptation35、This type of business plan involves adapting the firm to take advantage of opportunities in its constantly changingenvironment.A、annual planB、marketing planC、strategic planD、long-range plan36、A good mission statement should be all of the following except _.A、market orientedB、product orientedC、realisticD、motivating37、The organization should base its mission statement on its _.A、profitable goalsB、customerswelfareC、products valueD、distinctive competencies38、Which of the following is an example of market penetration for Starbucks?A、adding drive-thru windows to their current coffee shopsB、adding new stores in the SoutheastC、adding hot breakfast items to the menuD、buying Hear Music39、Which of the“Ps”listed below relates to a customers cost?A、productB、placeC、priceD、promotion40-43 Refer to the scenario below to answer the questions.Fun-Spot Fun Park began as a small amusement park in 1985.With nothing more than a merry-go-round,a slide,pony rides,and an ice cream stand,Fun-Spot grew into a popular family attraction with 20 rides,a restaurant,and an outdoor performingarts theater.My wife,Gail,and I didnt know what we were getting into,commented Ron Hart,the owner.We just knew thatweekenders coming to the lakes in our rural area represented an untapped market.Today,thousands of visitors flock to Fun-Spot:families,children of all ages,and even senior citizens who enjoy strollingthrough the gardens and the arbors.Theres something here for everyone,Gail Hart said with a smile.Dozens ofcompanies hold annual company picnics here.We have welcomed class field trips.And we even had one wedding here atthe park!Heres the funny thing,Ron chimed in.We really dont know why weve been so successful.There is nothing else like Fun-Spot Fun Park in the area.We were just lucky.I think its the ambience of the park that has brought so many visitors,Gailadded.We provide a total package of entertainment.Plus,we try to change our rides and various attractions from time totime for variety.Ron and Gail Hart admitted that making every visitor happy is a priority.That has always been our philosophy,they said.Like the parks motto at the entrance reads,Were here to make you happy!And weve always been able to deliver on thatbecause weve never allowed ourselves to grow too big too quickly.40、Fun-Spots mission is _.A、product orientedB、technology orientedC、market orientedD、design oriented41、Fun-Spot Fun Park represents a high-growth,high-share business.According to the BCG matrix,it can be classified asa _.A、starB、question markC、bearD、cat42、Ron and Gail plan to lower Fun-Spots prices in an effort to encourage customers to stay longer,visit more often,andspend more money during each visit.What type of strategy are Ron and Gail planning?A、market penetrationB、market developmentC、product developmentD、product adaptation43、Ron and Gail,owners of Fun-Spot,strive to provide new offerings and entertainment options for their visitors.This typeof strategy can be best described as _.A、market penetrationB、market developmentC、product developmentD、niche marketing、判断题1、The difference between human needs and wants is that needs are not created by marketers.2、Marketing is managing profitable customer relationships.3、The societal marketing concept calls on marketers to balance consumer wants and desires,company profits,andsocietys interests.4、Fast Food,Inc.views marketing as the process of finding and retaining profitable customers by providing them with thefood they want.Fast Food,Inc.practices societal marketing.5、The marketing mix refers to the set of marketing tools the firm uses to implement its marketing strategy.6、Managers are correct in thinking that,“doing things right”(implementation)is more important than,“doing the rightthings”(strategy).7、A company should target segments in which it can profitably generate the greatest customer value and sustain it overtime.