REVIEW-选择题(简单、中等).docVIP

Chapter 1 – Defining Marketing for the Twenty-First Century Which of the following is not an entity that can be marketed? places events information persons All of the above can be marketed. (moderate) pp. 4-5 Which of the following products will have the strongest negative demand? nursing home care (moderate) p. 5 Star Wars collectible figures McDonald’s Happy Meals ice cream landscaping ______________ are wants for specific products backed by an ability to pay. Demands (moderate) p. 7 Needs Values Morals Exchanges A brand name such as BMW carries many associations in the minds of people: speed, expensive, engineering, status, the BMW logo. These associations make up BMW’s ____________. brand strength customer value triad brand image (moderate) p. 8 effective demand value proposition ______________ channels deliver messages to and receive messages from target buyers. Communication (moderate) p. 10 Distribution Supplier Delivery Informal Which of the following statements best represents the societal marketing concept? We have developed a new, more convenient package. Target Corporation chooses to eliminate cigarette sales in their stores. (moderate) p. 17 This product saves much more time for the consumer. Give the customers what they want. Sell at the lowest price. Chapter 2—Adapting Marketing to the New Economy Bill’s company has an internal e-mail and information communications network. What is this kind of connectivity called? Internet extranet intranet (moderate) p. 24 ultranet m-commerce Which of the following is not an example of marketing in the new economy? organize by customer segments focus on stakeholders build brands through performance underpromise, overdeliver focus on profitable transactions (moderate) p. 26, Table 2-1 Which of the following is an example of marketing in the new economy? organize by product units everyone does the marketing (moderate) p. 26, Table 2-1 focus on customer acquisition focus on shareholders look primarily at financial sc