Marketing An Introduction, Cdn 4e - TestBank Instant …营销学导论，CDN 4e的题库的瞬间… .doc

 PAGE \* MERGEFORMAT 47 Copyright ? 2012 Pearson Canada Inc. Marketing: An Introduction, 4Ce Chapter 1 Marketing: Creating and Capturing Customer Value 1) Which of the following is most essential to any definition of marketing? A) demand management B) the production concept C) customer relationships D) making a sale E) making a profit Answer: C Diff: 1 Type: MC Skill: Concept AACSB: Communication Objective: 1-1 2) Which of the following is an accurate description of modern marketing today? A) Marketing is the creation of products for customers. B) Marketing is managing profitable customer relationships. C) Selling and advertising are synonymous with marketing. D) Marketing involves satisfying producers needs first. E) Marketing is used by for-profit organizations only. Answer: B Diff: 1 Type: MC Skill: Concept AACSB: Communication Objective: 1-1 3) According to management guru Peter Drucker, The aim of marketing is to ________. A) create customer demands B) identify customer demands C) make selling unnecessary D) set realistic customer expectations E) sell products Answer: C Diff: 2 Type: MC Skill: Concept AACSB: Communication Objective: 1-1 4) ________ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others. A) Selling B) Advertising C) Bartering D) Marketing E) Negotiating Answer: D Diff: 2 Type: MC Skill: Concept AACSB: Communication Objective: 1-1 5) The ________ steps of the five-step marketing process are about understanding customers, creating customer value, and building strong customer relationships. A) first two B) first three C) first four D) last three E) last four Answer: C Diff: 2 Type: MC Skill: Concept AACSB: Communication Objective: 1-2 6) According to the simple five-step model of the marketing process, a company needs to ________ before designing a customer-driven marketing strategy. A) determ