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....参考Chapter1Marketing:CreatingandCapturingCustomerValue1)Allofthefollowingareaccuratedescriptionsofmodernmarketing,EXCEPTwhichone?A)Marketingisthecreationofvalueforcustomers.B)Marketingismanagingprofitablecustomerrelationships.C)Sellingandadvertisingaresynonymouswithmarketing.D)Marketinginvolvessatisfyingcustomers'needs.E)Marketingisusedbyfor-profitandnot-for-profitorganizations.Answer:CDiff:2PageRef:2and4Skill:Concept2)Accordingtotheopeningscenario,theTidemarketingteamisMOSTconcernedaboutwhichofthefollowing?A)maintainingitsbrandshareB)fosteringcustomers'emotionalconnectionswiththeirproductC)advertisingtheirproduct'sbenefitsD)comparingtheeffectivenessoftheirproducttootherbrandsE)incorporatingconsumer-generatedmarketinginthemarketingmixAnswer:B3)AccordingtomanagementguruPeterDrucker,Theaimofmarketingisto________.A)createcustomervalueB)identifycustomerdemandsC)makesellingunnecessaryD)setrealisticcustomerexpectationsE)sellproductsAnswer:CDiff:2PageRef:5Skill:Concept4)________isdefinedasasocialandmanagerialprocessbywhichindividualsandorganizationsobtainwhattheyneedandwantthroughvaluecreationandexchange.A)SellingB)AdvertisingC)BarteringD)MarketingE)NegotiatingAnswer:DDiff:2PageRef:5Skill:Concept5)Whichstepsofthefive-stepmarketingprocessareaboutunderstandingcustomers,....参考creatingcustomervalue,andbuildingstrongcustomerrelationships?A)thefirsttwoonlyB)thefirstthreeonlyC)thefirstfouronlyD)thelastthreeonlyE)thelastfouronlyAnswer:CDiff:2PageRef:5AACSB:CommunicationSkill:Concept6)Whenmarketerssetlowexpectationsforamarketoffering,thebiggestrisktheyrunis________.A)disappointingloyalcustomersB)decreasingcustomersatisfactionC)failingtoattractenoughcustomersD)failingtounderstandtheircustomers'needsE)incorrectlyidentifyingatargetmarketAnswer:CDiff:1PageRef:7Skill:Concept7)________istheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.A)AvaluepropositionB)ExchangeC)BriberyD)ValuecreationE)DonationAnswer:BDiff:1PageRef:7Skill:Concept8)A(n)________isthesetofactualandpotentialbuyersofaproduct.A)marketB)audienceC)groupD)segmentE)exchangeAnswer:ADiff:1PageRef:7Skill:Concept9)Consumerresearch,productdevelopment,communication,distribution,pricing,andserviceareallcore________activities.....参考A)exchangeB)marketingC)managementD)productionE)customerrelationshipmanagementAnswer:BDiff:1PageRef:7AACSB:CommunicationSkill:Concept10)Whichofthefollowingisthemostlikelyresultofamarketingstrategythatattemptstoserveallpotentialcustomers?A)Allcustomerswillbedelighted.B)Customer-perceivedvaluewillincrease.C)Customerevangelistswillbecomeunpaidsalespersonsfortheserviceorproduct.D)Notallcustomerswillbesatisfied.E)Thecompanywillneedtofollowupwithademarketingcampaign.Answer:DDiff:3PageRef:9AACSB:AnalyticSkillsSkill:Concept11)Whencustomersdon'tknowwhattheywantordon'tevenknowwhat'spossible,themosteffectivestrategyis________marketing.A)customer-drivenB)customer-drivingC)societalD)productionE)productAnswer:BDiff:2PageRef:11Skill:Concept12)Thesocietalmarketingconceptseekstoestablishabalancebetweenconsumershort-runwantsandconsumer________.A)short-runcostsandprofitsB)short-runethicsC)long-runwelfareD)immediatehealthE)valuepropositionsAnswer:CDiff:2PageRef:11AACSB:EthicalReasoning....参考13)Whichconceptholdsthatfirmsmuststrivetodelivervaluetocustomersinawaythatmaintainsorimprovestheconsumer'sandsociety'swell-being?A)marketingB)sellingC)productD)societalmarketingE)equityAnswer:DDiff:1PageRef:11AACSB:EthicalReasoningSkill:Concept15)Thethreeareasofconsiderationthatshouldbebalancedinthesocietalmarketingconceptareconsumerwants,society'sinterests,and________.A)humanwelfareB)wantsatisfactionC)companyprofitsD)short-runwantsE)long-termneedsAnswer:CDiff:2PageRef:11AACSB:EthicalReasoningSkill:Concept15)Thesetofmarketingtoolsafirmusestoimplementitsmarketingstrategyiscalledthe________.A)promotionmixB)productmixC)marketingmixD)TQME)marketingeffortAnswer:CDiff:2PageRef:12Skill:ConceptObjective:1-360)Thefinalstepinthemarketingprocessis________.A)capturingvaluefromcustomersB)creatingcustomerloyaltyC)creatingcustomerlifetimevalueD)understandingthemarketplaceE)designingacustomer-drivenmarketingstrategyAnswer:ADiff:1PageRef:21....参考16)StewLeonard,theownerofahighlysuccessfulregionalsupermarketchain,reactsadverselytolosingasinglecustomersale.Hefeelsthatthisamountstolosingtheentirestreamoffuturepurchasesthatacustomerislikelytomakeifheorsheremainsinthearea.StewLeonard'sconcernisanillustrationofwhichofthefollowing?A)shareofcustomerB)marketshareC)profitabilityD)customerlifetimevalueE)marketsharemaintenanceAnswer:DDiff:2PageRef:22AACSB:ReflectiveThinkingSkill:Concept17)AdvertisingAge,amagazineforadvertisingprofessionals,recentlygaveitsAdAgencyoftheYearawardto________.A)theconsumerB)on-linemarketersC)Frito-LayD)Coca-ColaE)YouTubeAnswer:ADiff:3PageRef:2018)Whichofthefollowingisanexampleofconsumer-generatedmarketing?A)Toyota'spresenceinonlinecommunitiesB)Nike'sNikePlusrunningWebsiteC)MasterCard'suseofPricelesscommercialsshotbycustomersD)NeimanMarcus'sInCircleRewardsprogram