中山大学市场营销学选择题题库.docx

Companies at the greatest risk in today’s marketplace are doing all of the following EXCEPT: a. not monitoring their customers. b. not lowering prices sufficiently. (difficult) c. failing to continuously improve. d. taking a short-term, sales-driven view of their business. e. not monitoring their competitors. __________ is (are) an organizational function(s) 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 shareholders. a. Marketing (easy) b. Management c. Strategic planning d. Ethics e. Consumer behavior Marketing __________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. a. internally b. management (moderate) c. segmentation d. training e. integration Which of the following is probably the best definition of marketing? a. “The art of selling products.” b. An organizational function employed to offer lower prices and superior selection. c. Creating, communicating, and delivering value to chosen customers in ways that benefit the organization and its stakeholders. (moderate) d. Using marketing savvy to turn private or social needs into profitable business opportunities. e. “Meeting needs profitably.” Which of the following is NOT true? a. All that is needed for success is to make a good product or service available. (moderate) b. The most important part of marketing is not selling. c. Famous business guru Peter Drucker said, “The aim of marketing is to make selling superfluous.” d. Ideally, marketing should result in a customer who is ready to buy. e. Careful marketing homework often results in lots of consumer demand. The act of obtaining a desired product from someone by offering something in return is known as __________. a. product valuation b. the service desired of the product c. an exchange (moderate) d. the cost