1-4章英文习题.doc

Chapter 1 Marketing seeks to create and manage profitable customer relationships by delivering _____ to customers. competitive prices superior value superior service superior promotion product assortment (Answer: b; p. 4; ) _____ is managing profitable customer relationships. Management Control Marketing Human resources Customer service (Answer: c; p. 4; ) _____ is managing profitable customer relationships. Management Control Marketing Human resources Customer service (Answer: c; p. 4; ) As a new assistant marketing manager trainee, you learn in an orientation meeting that _____ are the form human needs take as they are shaped by culture and individual personality. wants demands self-concepts desires icons (Answer: a; p. 6; ) The difference between customer value and customer satisfaction is that value is the difference between the values the customer gains from owning and using a product and the _____. cost of delivery of the product cost of obtaining the product cost of competing products cost of the lost experience all of the above (Answer: b; p. 13; ) Marketing consists of actions taken to build and maintain desirable _____ with target audiences involving a product, service, idea, or other object. exchange transactions exchange relationships exchange processes exchange privileges exchange communication (Answer: b; p. 7; ) _____ means managing markets to bring about profitable exchange relationships by creating value and satisfying needs and wants. Selling Promoting Marketing Relationship marketing Market segmentation (Answer: c; p. 5; ) The federal government finds it necessary at times to limit demand by reducing the number of customers or to shift their demand temporarily or permanently. Name the term for this type of action. debugging deregulation demarketing gray marketing integration (Answer: c; p. 8; ) The five alternative concepts under which organizations conduct their marketing activities include the production, _____, selling, marketing, and societal