市场营销学试题库marketing试题库1.docx

. . . . 参考 参考 Chapter 1 Marketing: Creating and Capturing Customer Value All of the following are accurate descriptions of modern marketing, EXCEPT which one? Marketing is the creation of value for customers. Marketing is managing profitable customer relationships. Selling and advertising are synonymous with marketing. Marketing involves satisfying customers needs. Marketing is used by for-profit and not-for-profit organizations. Answer: C Diff: 2 Page Ref: 2 and 4 Skill: Concept According to the opening scenario, the Tide marketing team is MOST concerned about which of the following? maintaining its brand share fostering customers emotional connections with their product advertising their products benefits comparing the effectiveness of their product to other brands incorporating consumer-generated marketing in the marketing mix Answer: B According to management guru Peter Drucker, The aim of marketing is to . create customer value identify customer demands make selling unnecessary set realistic customer expectations sell products Answer: C Diff: 2 Page Ref: 5 Skill: Concept is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation and exchange. Selling Advertising Bartering Marketing Negotiating Answer: D Diff: 2 Page Ref: 5 Skill: Concept Which steps of the five-step marketing process are about understanding customers, creating customer value, and building strong customer relationships? the first two only the first three only the first four only the last three only the last four only Answer: C Diff: 2 Page Ref: 5 AACSB: Communication Skill: Concept When marketers set low expectations for a market offering, the biggest risk they run is . disappointing loyal customers decreasing customer satisfaction failing to attract enough customers failing to understand their customers needs incorrectly identifying a target market Answer: C Diff: 1 Page Ref: 7 Skill: Concept is the ac