国际市场营销(第十六版)参考答案.pdfVIP

Keys to the exercises of Chapter 1 Marketing Value’s to Consumers, Firms and Society 1. Multiple choices. (1) B (2) D (3) C (4) D (5) A 2. Termstranslation. (1) 营销 (2) 融资 (3) 顾客满意度 (4) 计划经济 (5) 社会责任 (6) 中间商 (7) 合作者 (8) 销售时代 (9) 营销伦理 (10) 规模经济 3. True or false. (1) F (2) T (3) T (4) T (5) T (6) T (7) F (8) T (9) F (10) T 4. Fill in the blanks. (1) Economics of scale (2) E-commerce (3) Customervalue (4) spatial separation (5) Standardizationand grading (6) collaborators (7) command (8) sales (9) marketing (10) micro-macro dilemma 5.Answer the following questions. (1) There are seven main functions of marketing: selling, pricing, financing, promotion, distribution or channel management,product or service management, marketing information management. (2) Marketing is the performance of activities that seek to accomplish an organization objectives’s by anticipating customer or client needs and directing a flow of need-satisfyinggoodsand servicesfrom producerto customeror client. (3) Micro-marketing refers to the marketing of products or services designed to meet the needsof a very small section of the market. Macro-marketing is a social process that directs an economy ’sflow of goods and services from producers to consumersin a way that effectively matchessupply and demand and accomplishes the objectives of society. As the same with micro-marketing, macro-marketing is also concerned with the flow of need-s