Defining Marketing for the 21st Century习题及答案详解参考.doc

Chapter 1: Defining Marketing for the 21st Century GENERAL CONCEPT QUESTIONS Multiple Choice Good marketing is no accident, but a result of careful planning and ________. execution selling strategies tactics research Answer: a Page: 4 Level of difficulty: Medium Marketing is both an “art” and a “science”—there is constant tension between the formulated side of marketing and the ________ side. creative selling management forecasting behavior Answer: a Page: 4 Level of difficulty: Easy The most formal definition of marketing is ________. meeting needs profitably identifying and meeting human and social needs the 4Ps (Product, Price, Place, Promotion) an organizational function and a set of processes for creating, communicating, and delivering, value to customers, and for managing customer relationships in ways that benefit the organization and its stake holders. improving the quality of life for consumers Answer: d Page: 6 Level of difficulty: Medium Marketing management is ________. managing the marketing process monitoring the profitability of the companies products and services selecting target markets developing marketing strategies to move the company forward the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value Answer: e Page: 6 Level of difficulty: Easy A transaction involves ________. at least two parties each party has something that might be of value to the other party each party is capable of communication and delivery each party is free to accept or reject the exchange offer all of the above Answer: e Pages: 6–7 Level of difficulty: Medium ________ goods constitute the bulk of most countries’ production and marketing efforts. Durable Impulse Physical Service Event Answer: c Page: 8 Level of difficulty: Medium ________ can be produced and marketed as a product. Information Celebrities Durable goods Organizations Properties Answe