菲利普科特勒营销管理习题集
菲利普科特勒《营销管理》第14版第04章
顾客关系管理的框架
•识别潜在顾客和顾客 •根据顾客对公司的需要和价值予以区分
•互动以增进了解 •为每一位顾客提供定制产品
顾客关系管理战略
•降低顾客流失率 •延长时间 •增加“钱包份额” •终止与低利润客户打交道 •更重视高利润顾客
利用数据库
•确定预期顾客 •定为市场提供物 •提高忠诚度 •促进再次购买 •避免错误
菲利普科特勒《营销管 理》第14版第04章
2024年2月4日星期日
•本章问题
1. 何谓基于顾客价值的营销？ 2. 公司如何传递顾客价值、满意和忠诚？ 3. 顾客的终身价值是什么？营销者如何将其最大化
？ 4. 公司如何培育强大的顾客关系和顾客资产？ 5. 什么是数据库营销？为什么它是重要的？
本章内容
• 营销和顾客价值
• 培养顾客关系
• 建立顾客资产
• 顾客盈利能力 • 最大化顾客终生价值 • 品牌资产和顾客资产
• 数据库营销
• 星巴克
• 营销视野： 价值链
• 创新营销： 惠普挑战戴尔
• 营销在中国： 华纳如何应对中国的盗版光盘市场
• 营销视野： 赢回失去的顾客
• 案例：百胜（中国）
价值链
价值链确定了业务中创造价值和导致成本 的9项战略相关的活动。其中，有5个核心业务 流程：市场认识流程、新产品实现流程、顾客 获取流程、顾客关系管理流程、供货管理流程 。在实现这些核心流程的过程中，公司培养核 心竞争力，产生形成竞争优势的独特能力。
价值传递过程
三个“价值”的营销方法
•定义价值细分 •定义价值主张 •定义价值网络
顾客价值分析的步骤
• 确定消费者认为有价值的主要功能和利 益。
• 量化评估不同特征和利益的重要性。 • 基于不同的重要性，评估公司和竞争者
科特勒市场营销习题与答案
Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers 1) When a company identifies the parts of the market it can serve best and most profitably, it is practicing ________.A) concentrated marketingB) mass marketingC) market targetingD) segmentingE) differentiationAnswer: CDiff: 2 Page Ref: 191Skill: ConceptObjective: 7-12) What are the four steps, in order, to designing a customer-driven marketing strategy?A) market segmentation, differentiation, positioning, and targetingB) positioning, market segmentation, mass marketing, and targetingC) market segmentation, targeting, differentiation, and positioningD) market alignment, market segmentation, differentiation, and market positioningE) market recognition, market preference, market targeting, and market insistenceAnswer: CDiff: 2 Page Ref: 191Skill: ConceptObjective: 7-13) Which type of segmentation centers on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?A) behavioralB) psychographicC) occasionD) impulseE) emergencyAnswer: CDiff: 2 Page Ref: 196Skill: ConceptObjective: 7-24) Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________.A) user statusB) usage ratesC) benefitD) behaviorE) loyalty statusAnswer: ADiff: 1 Page Ref: 197Objective: 7-25) Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by ________.A) user statusB) loyalty statusC) store typeD) brand preferenceE) usage rateAnswer: BDiff: 1 Page Ref: 197Skill: ConceptObjective: 7-26) Consumer and business marketers use many of the same variables to segment markets. Business marketers use all of the following EXCEPT ________.A) operating characteristicsB) purchasing approachesC) situational factorsD) personal characteristicsE) brand personalitiesAnswer: EDiff: 3 Page Ref: 198Skill: ConceptObjective: 7-27) When the size, purchasing power, and profiles of a market segment can be determined, it possesses the requirement of being ________.A) measurableB) accessibleC) substantialD) actionableE) observableAnswer: ADiff: 2 Page Ref: 200Skill: ConceptObjective: 7-28) When a business market segment is large or profitable enough to serve, it is termed ________.A) measurableB) accessibleC) substantialD) actionableE) differentiableAnswer: CDiff: 2 Page Ref: 200Objective: 7-29) To evaluate the different market segments your company serves, you would look at all of these factors EXCEPT which one?A) segment sizeB) segment growthC) segment structural attractivenessD) company valuesE) company resourcesAnswer: DDiff: 3 Page Ref: 201Skill: ConceptObjective: 7-310) Which of the following is NOT one of the reasons a segment would be less attractive to a company?A) strong competitorsB) substitute productsC) concentrated marketD) power of buyersE) power of suppliersAnswer: CDiff: 2 Page Ref: 201Skill: ConceptObjective: 7-311) The 55-year-old baby boomers share common needs in music and performers. When a music company decides to serve this group, the group is called a(n) ________.A) market segmentB) target marketC) well-defined marketD) differentiated marketE) undifferentiated marketAnswer: BDiff: 1 Page Ref: 201Skill: ConceptObjective: 7-312) When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is called ________ marketing.A) undifferentiatedB) differentiatedC) targetD) individualE) nicheAnswer: BDiff: 2 Page Ref: 202Skill: ConceptObjective: 7-313) Developing a strong position within several segments creates more total sales than ________ marketing across all segments.A) undifferentiatedB) differentiatedC) nicheD) targetE) individualAnswer: ADiff: 3 Page Ref: 202Skill: ConceptObjective: 7-314) Using concentrated marketing, the marketer goes after a ________ share of ________.A) small。
科特勒市场营销第二章习题与答案.doc
Chapter 2 Company and Marketing Strategy:Partnering to Build Customer Relationships1)Which of the following is the first step in strategic planning?A)set objectives and goalsB)develop the business portfolioC)define the company missionD)plan marketing strategiesE)identify threats and weaknessesAnswer: CDiff: 1 Page Ref: 39Skill: ConceptObjective: 2-12)Which of the following is NOT a step in the strategic planning process?A)defining the company missionB)setting company objectives and goalsC)designing the business portfolioD)planning marketing and other functional strategiesE)evaluating all members of the value chainAnswer: EDiff: 2 Page Ref: 39Skill: ConceptObjective: 2-13)Which of the following provides an answer to these questions: What is our business? Who are our customers? What do our customers value? What should our business be?A)objectives and goalsB) a mission statementC) a business portfolioD)marketing and functional strategiesE)operational strategiesAnswer: BDiff: 2 Page Ref: 39AACSB: CommunicationSkill: ConceptObjective: 2-14)should be market oriented and defined in terms of.A)Annual plans; product needsB)Strategic plans; company needsC)Long-range plans; company needsD)Mission statements; customers* needsE)Objectives; competitors' threatsAnswer: DDiff: 2 Page Ref: 39AACSB: CommunicationSkill: ConceptObjective: 2-15)All of the following are accurate guidelines for a company's mission statement EXCEPT which one?A) A mission statement should be realistic.B) A mission statement should be narrow.C) A mission statement should emphasize the company's strengths in the marketplace.D) A mission statement should be specific.E) A mission statement should motivate employees.Answer: BDiff: 3 Page Ref: 39AACSB: CommunicationSkill: ConceptObjective: 2-16) A company's mission statement serves as a statement of.A)factB)valuesC)purposeD)financial goalsE)employee commitmentAnswer: CDiff: 2 Page Ref: 39AACSB: CommunicationSkill: ConceptObjective: 2-17)Which of the following is NOT a market-oriented business definition?A)"to make the Internet buying experience fast, easy, and enjoyable"B)"to sell tools and home repair and improvement items'*C)"to deliver low prices every day"D)"to be the guardian of our customers* financial dreams"E)"to bring aspiration and innovation to every athlete in the world"Answer: BDiff: 2 Page Ref: 40AACSB: Reflective ThinkingSkill: ConceptObjective: 2-18)All of the following are examples of product-oriented mission statements, EXCEPT which one?A)"We provide online services."B)"We run theme parks."C)"We sell shoes/*D)"We sell lifestyle and self-expression; success and status; memories, hopes, and dreams."E)"We rent hotel rooms."Answer: DDiff: 2 Page Ref: 40AACSB: Reflective ThinkingSkill: ConceptObjective: 2-19)Which of the following is the principle objective of a market-oriented mission statement?A)to satisfy basic customer needsB)to satisfy basic supplier needsC)to satisfy basic stockholder needsD)to satisfy basic owner needsE)to satisfy basic partnership needsAnswer: ADiff: 2 Page Ref: 39Skill: ConceptObjective: 2-110)The collection of businesses and products that make up a company is called its.A)strategic business unitB)mission statementC)strategic planD)business portfolioE)operational factorAnswer: DDiff: 1 Page Ref: 41Skill: ConceptObjective: 2-211)Which of the following can be a company division, a product line within a division, or sometimesa single product or brand?A) a marketB)the BCGC)an SBUD)aPLCE) a value delivery networkAnswer: CDiff: 2 Page Ref: 41Skill: ConceptObjective: 2-212)After management has identified the key businesses making up its company, what is the next step in portfolio analysis?A)identifying businesses in which to investB)assessing the attractiveness of its SBUsC)deciding whether to harvest any businessesD)completing short-range planningE)identifying SBUsAnswer: BDiff: 2 Page Ref: 41Skill: ConceptObjective: 2-213)The best known product portfolio planning method was developed by.A)the Boston Consulting GroupB)Philip KotlerC)Harvard UniversityD)the SRI Consulting FirmE)James P. HessAnswer: ADiff: 2 Page Ref: 41Skill: ConceptObjective: 2-214)Most portfolio analysis methods evaluate SBUs on two dimensions, namely andA)market share; strength of the SBU's positionB)market diversification; relative market shareC)market or industry attractiveness; strength of the SBU's positionD)market growth rates; profitsE)market penetration; market developmentAnswer: CDiff: 2 Page Ref: 41Skill: ConceptObjective: 2-215)In the Boston Consulting Group approach,provides a measure of market attractiveness.A)relative market shareB)market developmentC)market penetrationD)market growth rateE)market segmentationAnswer: DDiff: 2 Page Ref: 41Skill: ConceptObjective: 2-216)In the Boston Consulting Group approach,serves as a measure of company strength in the market.A)relative market shareB)market developmentC)market diversificationD)market growth rateE)market segmentationAnswer: ADiff: 2 Page Ref: 41Skill: ConceptObjective: 2-217)The BCG growth-share matrix classifies four types off SBUs. They are,, and.A)product; price; promotion; placementB)sales; market share; price; promotionC)stars; cash cows; question marks; dogsD)planning; implementing; leading; controllingE)market penetration; market development; product development; diversificationAnswer: CDiff: 1 Page Ref: 42Skill: ConceptObjective: 2-218)In the BCG approach,are high-share, high-growth businesses or products. They need heavy investment to finance rapid growth. When their growth slows down, they turn intoA)cash cows; starsB)question marks; dogsC)stars; question marksD)stars; cash cowsE)dogs; cash cowsAnswer: DDiff: 2 Page Ref: 41Skill: ConceptObjective: 2-219)are low-growth, high share businesses or products. They generate a lot of cash that the firm uses to pay its bills and support other SBUs that need investment.A)StarsB)Cash cowsC)Question marksD)DogsE)CatsAnswer: BDiff: 2 Page Ref: 42Skill: ConceptObjective: 2-220)The four possible strategies that can be pursued for each SBU are building, holding,, and.A)harvesting; divestingB)promoting; sellingC)downsizing; expandingD)diversifying; penetratingE)developing; growingAnswer: ADiff: 3 Page Ref: 42Skill: ConceptObjective: 2-221)Which of the following is a useful tool for identifying growth opportunities?A)the BCG matrixB)the business portfolioC)the product/market expansion gridD)the value chainE)the value delivery networkAnswer: CDiff: 1 Page Ref: 43Skill: ConceptObjective: 2-222)Starbucks has introduced a debit card that lets customers prepay for coffee and snacks. This effort by Starbucks management is an example of.A)market developmentB)product developmentC)diversificationD)market penetrationE)product adaptationAnswer: DDiff: 3 Page Ref: 43-45AACSB: Reflective ThinkingSkill: ConceptObjective: 2-223)While a valuable planning tool, a problem with using the BCG matrix centers is that it focuses on ________A)the future instead of the presentB)the present instead of the futureC)financial issues instead of the customerD)the customer instead of suppliersE)the past instead of the presentAnswer: BDiff: 3 Page Ref: 42Skill: ConceptObjective: 2-224) A common practice among marketers is to identify and develop new markets for their existing products. This practice is called.A)market developmentB)product developmentC)market penetrationD)market skimmingE)dual adaptationAnswer: ADiff: 1 Page Ref: 45Skill: ConceptObjective: 2-225)Which of the following entails reducing the business portfolio by eliminating products that no longer fit the company's overall strategy?A)market segmentationB)the BCG approachC)product line extensionD)downsizingE)market redesignAnswer: DDiff: 1 Page Ref: 46Skill: ConceptObjective: 2-226)The process of customer-driven marketing involves which of the following?A)product; price; promotion; adaptationB)market segmentation; target marketing; differentiation; positioningC)marketing analysis; planning; implementation; feedbackD)analysis; targeting; implementation; controlE)problem identification; information search; decision; implementationAnswer: BDiff: 2 Page Ref: 49Skill: ConceptObjective: 2-427)Today the four Ps are compared to the four Cs. Product and place are called and, respectively.A)convenience; customer solutionB)customer cost; convenienceC)communication; customer solutionD)customer solution; convenienceE)communication; convenienceAnswer: DDiff: 3 Page Ref: 52Skill: ConceptObjective: 2-428)In a basic SWOT analysis, the "S" stands for.A)situationB)solutionsC)satisfactionsD)strengthsE)strategyAnswer: DDiff: 1 Page Ref: 53Skill: ConceptObjective: 2-529)In SWOT analysis, which of the following refers to factors in the external environment?A)strengthsB)strategiesC)weaknessesD)opportunitiesE)trendsAnswer: DDiff: 2 Page Ref: 53Skill: ConceptObjective: 2-530)"At Nike, we sell shoes" is a market-oriented business definition.Answer: FALSEDiff: 3 Page Ref: 40AACSB: Reflective ThinkingSkill: ApplicationObjective: 2-131)The major activity in strategic planning is strategic business unit planning, whereby management evaluates the products and businesses making up the company.Answer: FALSEDiff: 2 Page Ref: 41Skill: ConceptObjective: 2-232)The purpose of strategic planning is to find ways in which your company can best use its strengths to take advantage of attractive opportunities in the environment.Answer: TRUEDiff: 2 Page Ref: 41Skill: ConceptObjective: 2-233)In the BCG matrix, "dogs" are low-growth businesses and products that do not generate enough cash to maintain themselves.Answer: FALSEDiff: 3 Page Ref: 42Skill: ConceptObjective: 2-234)When a firm finds products or businesses that no longer fit its overall strategy, it must carefully milk, harvest, or better develop them.Answer: FALSEDiff: 2 Page Ref: 46Skill: ConceptObjective: 2-235) A market segment consists of consumers who respond in different ways to a given set of marketing efforts.Answer: FALSEDiff: 1 Page Ref: 49Skill: ConceptObjective: 2-436)When a company positions its product, it should first identify possible customer value differences within a market segment that could be the basis of a competitive advantage for the product. Answer: TRUEDiff: 3 Page Ref: 50Skill: ConceptObjective: 2-437)The marketing mix consists of product, price, place, positioning, and promotion.Answer: FALSEDiff: 2 Page Ref: 48AACSB: Analytic SkillsSkill: ApplicationObjective: 2-438)The four marketing management functions are analysis, planning, implementation, and control. Answer: FALSEDiff: 1 Page Ref: 53Skill: ConceptObjective: 2-539)Define strategic planning. Discuss the steps involved.Answer: The process of developing and maintaining a strategic fit between the organization's goals and capabilities and its marketing opportunities is called strategic planning. At the outset, beginning at the corporate level, each company must define its overall purpose and mission. What is our business? Who is the customer? What do our customers value? Answers to these questions are crucial in writing a clear mission statement. Mission statements need to be carefully defined in terms of customer needs. Missions should be realistic, motivating, and fit the market environment. Missions then lead to setting business and marketing objectives/goals in the planning process. This is followed by decisions regarding what portfolio of businesses and products is best for the company and how much support to give each one. Next, each business and product develops detailed marketing and other functional strategies. In this step, plans are drawn at the business unit, product, and market levels in support of company wide plans.Diff: 2 Page Ref: 38AACSB: CommunicationSkill: Concept Objective: 2-140)Define marketing strategy. Discuss the steps in formulating marketing strategy.Answer: The marketing logic by which a company hopes to achieve profitable relationships is called its marketing strategy. Marketing strategy formulation entails four specific steps: market segmentation, market targeting, differentiation, and positioning. The process of dividing a market into distinct groups of buyers with different needs, characteristics, or behavior is called market segmentation. Markettargeting involves evaluating each market segment's attractiveness and selecting one or more segments to enter. A company should target segments in which it can profitably generate the greatest customer value and sustain that value over time. Effective positioning begins with actually differentiating the company's marketing offer so that it gives consumers greater value. Positioning is defined as creating a distinct image of a product in the eyes of target consumers. A product's positioning should take advantage of a competitive advantage within the market target.Diff: 3 Page Ref: 48-49AACSB: CommunicationSkill: ApplicationObjective: 2-4。
菲利普_科特勒营销管理系统习题集(1)
营销管理习题集菲利普•科特勒市场营销教研组第一章理解21世纪的营销、选择题( )1.市场营销的核心是 ___________ 。
A .生产B .分配C .交换D .促销( )2.从市场营销的角度看，市场就是 ___________A •买卖的场所B •商品交换关系的总和 C. 交换过程本身 D •具有购买欲望和支付能力的消费者( )3.在交换双方中，如果一方比另一方更主动、更积极地寻求交换，我们就将前者称之为_______ ，后者称为潜在顾客.A .厂商B .市场营销者C .推销者D .顾客( )4.市场营销学作为一门独立的经营管理学科诞生于20世纪初的A •欧洲B •日本C •美国D •中国( )5.从营销理论的角度而言，企业市场营销的最终目标是____________A .满足消费者的需求和欲望B .获取利润C •求得生存和发展D •把商品推销给消费者( )6.当买卖双方都表现积极时，我们就把双方都称为 ________ ，并将这种情况称为相互市场营销。
A .市场营销者B .相互市场营销者C .生产者D .推销者( )7.按照菲利普？科特勒教授的定义，我们可将市场营销的概念归纳为以下要点A市场营销的最终目标是满足需求和欲望 B .交换是市场营销的核心C .交换过程是一个满足双方需求和欲望的社会过程和管理过程D .整体营销是实现交换的主要手段E .交换过程能否顺利进行取决于企业对交换过程的管理水平和产品满足顾客需求的程度( )8.交换的发生，必须具备以下条件____________ 。
A.至少有交换双方 B .每一方都有对方需要的有价值的东西C .每一方都有沟通和运送货品的能力D .每一方都可以自由地接受或拒绝E .每一方都认为与对方交易是合适或称心的()9.执行推销观念的企业，称为推销导向企业•其口号是_______________A •我们生产什么就卖什么B •我们卖什么就让人们买什么C •市场需要什么就生产什么D •好酒不怕巷子深()10.以“顾客需要什么，我们就生产供应什么”作为其座右铭的企业属于____ 企业.A .生产导向型B .推销导向型C .市场营销导向型D .社会市场营销导向型( )11.某种具有良好市场前景的产品，因生产成本很高，必须通过提高生产率和降低成本来扩大市场时，则会导致企业奉行 ______ 。
透过案例学习营销管理测试题答案
市场营销答案一、营销及其变革1、市场营销的核心是（交换）2、“家有梧桐树，自有凤凰来”属于（产品概念）3、菲利普科特勒认为营销是什么？（为顾客创造价值）4、数字化背景下营销的战略地位是？（营销引领创新）5、营销观念发展到现在占据主流地位的是？（全面营销观念）6、市场的构成要素主要包括（1.人口2.购买力3.购买欲望）。
7、市场营销观念的发展经历了哪些阶段？（ABCD）8、顾客让渡价值中，总顾客成本可分为（ABCD）。
9、下面哪些营销观念是“以产品为中心”的观念（1.生产观念2.推销观念3.产品观念）。
10、下列关于成功创业者特征的描述，错误的是（爱好广泛，做事往往没有特定目标）。
11、如何形成用户画像？（1数据建模2.数据挖掘3.数据采集）二、营销组合12、在“4P”关系中处于中心地位的是（价格）。
13、产品的最终目的是什么（解决顾客问题）。
14、新“4C”中共同创造的参与者指的是（顾客与企业）。
15、以下选项中不属于市场营销“4C”的是（竞争）16、营销组合即营销手段，“4S”营销组合要素主要包括（1.满意2.服务3.诚意）。
17、下列要素属于“4P”营销中4“P”的是？（ABCD）18、下列属于传统“4C”概念组成要素的有（1.成本2.消费者3.沟通）。
三、战略计划与营销管理19、具有较低增长率和较高相对市场占有率的属于（现金牛类）产品。
20、在波士顿矩阵分析涉及的4类业务中，适合采用“放弃战略”的业务是（廋狗类业务）。
21、某服装加工厂收购一家针织厂，是实施（后向一体化）战略的具体表现。
22、密集型成长战略不包括下面哪一项（扭转战略）。
23、某奶茶店计划在本地区市场上提高市场份额，用同一产品除维持原有老顾客外，还争取更多的新顾客购买。
该店实施的这种战略称为（市场渗透）战略24、以下哪个问题不属于德鲁克四个基本问题？（我们为什么要为顾客创造价值）。
25、营销管理的实质是（需求管理）。
26、生产化肥的企业增加农药项目，该企业实施的这种战略称为（水平多元化）。
科特勒市场营销第十一章习题与答案
科特勒市场营销第十一章习题与答案Chapter 11 Pricing Strategies1) Companies facing the challenge of setting prices for the first time can choose between two broad strategies: market-penetration pricing and ________.A) market-level pricingB) market-competitive pricingC) market-skimming pricingD) market-price liningE) market-price fillingAnswer: CDiff: 2 Page Ref: 312Skill: ConceptObjective: 11-12) Of the following, which statement would NOT support a market-skimming policy for a new productA) The product's quality and image support its higher price.B) Enough buyers want the products at that price.C) Competitors are not able to undercut the high price.D) Competitors can enter the market easily.E) C and DAnswer: DDiff: 3 Page Ref: 312Skill: ConceptObjective: 11-13) A firm is using ________ when it charges a high, premium price for a new productwith the intention of reducing the price in the future.A) price skimmingB) trial pricingC) value pricingD) market-penetration pricingE) prestige pricingAnswer: ADiff: 2 Page Ref: 312Skill: ConceptObjective: 11-14) A marketer must be familiar with the five major product mix pricing situations. Which of the following is NOT one of themA) product line pricingB) optional-product pricingC) captive-product pricingD) unbundled product pricingE) by-product pricingAnswer: DDiff: 3 Page Ref: 313Skill: ConceptObjective: 11-25) A challenge for management in product line pricing is to decide on the price steps between the ________.A) various products in a lineB) product mixesC) product groupingsD) product linesE) various target marketsAnswer: ADiff: 2 Page Ref: 313Skill: ConceptObjective: 11-26) HiPoint Telephone Company uses two-part pricing for its long-distance call charges. Because this is a service, the price is broken into a fixed rate plus a ________.A) fixed rate usageB) variable usage rateC) standard usage rateD) market usage rateE) none of the aboveAnswer: BDiff: 1 Page Ref: 315Skill: ConceptObjective: 11-27) Which of the following is NOT a price adjustment strategyA) segmented pricingB) promotional pricingC) free samplesD) geographical pricingE) seasonal pricingAnswer: CDiff: 2 Page Ref: 315Skill: ConceptObjective: 11-38) Service Industries, Inc., plans to offer a price-adjustment strategy in the near future. They could consider each of the following EXCEPT ________.A) discount and allowance pricingB) segmented pricingC) physiological pricingD) promotional pricingE) location pricingAnswer: CDiff: 2 Page Ref: 315Skill: ConceptObjective: 11-39) A quantity discount is a price reduction to buyers who purchase ________.A) frequentlyB) large volumesC) close outsD) inferior merchandiseE) superior merchandiseAnswer: BDiff: 2 Page Ref: 316Skill: ConceptObjective: 11-310) Quantity discounts provide an incentive to the customer to buy ________.A) more products or services from a variety of sellersB) less from another competitorC) more from one given seller, rather than from many different sourcesD) more than he or she needsE) bundled merchandiseAnswer: CDiff: 2 Page Ref: 316Skill: ConceptObjective: 11-311) Which of the following conditions should exist for segmented pricing to be an effective strategyA) The market must be able to be segmented.B) The segments must show different degrees of demand.C) Competitors can't undersell in the segment being charged the higher price.D) All of the above.E) None of the above.Answer: DDiff: 2 Page Ref: 317Skill: ConceptObjective: 11-312) Consumers usually perceive higher-priced products as ________.A) not within reach of most peopleB) having a higher qualityC) having high profit marginsD) popular brandsE) being in the introductory stage of the product life cycleAnswer: BDiff: 2 Page Ref: 317Skill: ConceptObjective: 11-313) Michael and John both own leather jackets and are currently shopping for two new ones. They both have prices in mind and refer to them when shopping. These prices are termed ________.A) psychological pricesB) reference pricesC) comparison pricesD) price pointsE) skimmed pricesAnswer: BDiff: 2 Page Ref: 319Skill: ConceptObjective: 11-314) All of the following are typical ways a reference price might be formed in abuyer's mind EXCEPT ________.A) noting current pricesB) remembering past pricesC) assessing the buying situationD) comparing it to a new productE) influences from sellersAnswer: DDiff: 2 Page Ref: 319Skill: ConceptObjective: 11-315) What type of pricing is being used when a company temporarily prices it product below the list price or even below cost to create buying excitement and urgencyA) segmented pricingB) psychological pricingC) referent pricingD) promotional pricingE) dynamic pricingAnswer: DDiff: 1 Page Ref: 320Skill: ConceptObjective: 11-316) Promotional pricing can have all of the following adverse effects EXCEPT ________.A) creating deal-prone customersB) eroding the brand's value in the eyes of customersC) giving pricing secrets away to competitorsD) becoming addicting to both the customer and businessE) instigating industry price warsAnswer: CDiff: 2 Page Ref: 320Skill: ConceptObjective: 11-317) Durango China Company charges all customers within a given geographical areaa single total price. The more distant the area, the higher the price. This is ________.A) freight-absorption pricingB) zone pricingC) uniform-delivered pricingD) FOB-origin pricingE) bulk rate pricingAnswer: BDiff: 2 Page Ref: 321Skill: ConceptObjective: 11-318) Which of the following is the opposite of FOB-origin pricingA) basing-point pricingB) freight-absorption pricingC) uniform-delivered pricingD) freight-absorption pricingE) zone pricingAnswer: CDiff: 3 Page Ref: 321Skill: ConceptObjective: 11-319) Freight-absorption pricing is used for ________ and ________.A) market penetration; higher profit marginsB) holding on to increasingly competitive markets; higher profit marginsC) market penetration; holding on to increasingly competitive marketsD) generating temporary higher profits; discouraging competitorsE) services; installationsAnswer: CDiff: 3 Page Ref: 321Skill: ConceptObjective: 11-320) When a company charges the same rate to ship a product anywhere in the United States, it is using which form of geographic pricingA) deliveredB) factoryC) originD) uniform deliveredE) basing-pointAnswer: DDiff: 1 Page Ref: 321Skill: ConceptObjective: 11-321) When pricing internationally, most companies adjust their prices to reflect ________.A) local market conditionsB) cost considerationsC) local laws and regulationsD) exchange-rate fluctuationsE) all of the aboveAnswer: EDiff: 2 Page Ref: 323AACSB: Multicultural and DiversitySkill: ConceptObjective: 11-322) Most companies that conduct international business ________ to ________.A) adjust their prices; take local market conditions into considerationB) use promotional pricing; create excitement in new marketsC) use geographical pricing; reduce delivery costsD) set a uniform price; maintain a consistent product imageE) initiate price cuts; compensate for import tariffs and taxesAnswer: ADiff: 2 Page Ref: 323AACSB: Multicultural and DiversitySkill: ConceptObjective: 11-323) When a competitor cuts its price, a company is most likely to decide to ________ if it believes it will not lose much market share or would lose too much profit by cutting its own price.A) reduce its production costsB) reduce its marketing costsC) maintain its current prices and profit marginD) increase its marketing budget to raise the perceived value of the productE) increase its production costs to improve the quality of the product Answer: CDiff: 2 Page Ref: 326Skill: ConceptObjective: 11-424) When faced with a competitor who has cut its product's price, which of the following is typically the most efficient way for a company to maintain its own price but raise the perceived value of its offerA) improving the quality of the productB) introducing a higher-priced premium brandC) altering the company's marketing communicationsD) bundling the offer with add-onsE) distributing the product through less costly channelsAnswer: CSkill: ConceptObjective: 11-425) The Sherman, Clayton, and Robinson-Patman Acts are all federal laws that were enacted to curb the formation of ________.A) monopoliesB) oligopoliesC) competitive marketsD) international marketsE) limited partnershipsAnswer: ADiff: 2 Page Ref: 327AACSB: Ethical ReasoningSkill: ConceptObjective: 11-426) When sellers set prices after talking to competitors and engaging in collusion, they are involved in ________.A) predatory pricingB) discriminatory pricingC) price-fixingD) skimming pricingE) penetration pricingAnswer: CAACSB: Ethical ReasoningSkill: ConceptObjective: 11-427) Price discrimination is legal under which of the following conditionsA) when a manufacturer and reseller have agreed upon a specified retail price for a productB) when a manufacturer sells to retailers in different marketsC) when a seller can prove its costs are different when selling to different retailersD) when a seller advertises prices that are not actually available to consumersE) when a seller has not communicated with competitors before announcing prices Answer: CDiff: 3 Page Ref: 330AACSB: Ethical ReasoningSkill: ConceptObjective: 11-428) Mark's Markers, a manufacturer of color markers, has required its dealers to charge a specified retail price for its markers. Mark's is most likely guilty of ________.A) price-fixingB) retail price maintenanceC) price discriminationD) price collusionE) unfair price skimmingAnswer: BDiff: 2 Page Ref: 330AACSB: Ethical ReasoningSkill: ConceptObjective: 11-429) Pricing strategies tend to change and evolve as the average product passes through its life cycle.Answer: TRUEDiff: 1 Page Ref: 312Skill: ConceptObjective: 11-130) When using product bundle pricing, sellers combine several of their products and offer the bundle at an increased price for increased profit.Answer: FALSEDiff: 1 Page Ref: 315Skill: ConceptObjective: 11-232) A seasonal discount is a price reduction to buyers who buy merchandise or services while they are in season.Answer: FALSEDiff: 2 Page Ref: 316Skill: ConceptObjective: 11-333) Segmented pricing is known by other names; two of themost common are revenue management and yield management.Answer: TRUEDiff: 2 Page Ref: 317Skill: ConceptObjective: 11-334) The frequent use of promotional pricing can lead to industry price wars. Answer: TRUEDiff: 2 Page Ref: 320Skill: ConceptObjective: 11-335) The FOB-origin pricing strategy means that the goods sold are placed free on board a carrier. At that point the title and responsibility pass to the customer, who pays the freight from the factory to the destination.Answer: TRUEDiff: 3 Page Ref: 321Skill: ConceptObjective: 11-336) When Redman's Variety raised their store prices 40 percent and then ran a 20 percent off sale, Redman's was guilty of deceptive pricing.Answer: TRUEDiff: 2 Page Ref: 330AACSB: Ethical ReasoningSkill: ApplicationObjective: 11-437) Companies bringing out a new product can choose between two pricing strategies. What are they And please try to distinguish between the two (List the requirements for using these strategies).Answer: Market skimming is used to skim revenues layer by layer from the market by entering the market with high initial prices. The product's quality and image must support its higher price, and enough buyers must want the product at that price. The costs of producing a smaller volume cannot be so high that they cancel the advantage of charging more. Competitors should not be able to enter the market easily and undercut the high price. Market penetration is used to penetrate the market quickly and deeply to attract a large number of buyers quickly and win a large market share by setting a low price initially when it enters the market. The market must be highly price sensitive so that a low price produces more market growth. Production and distribution costs must fall as sales volume increases. Also, the low price must help keep out competition and be maintained over time.Diff: 2 Page Ref: 312-313AACSB: Analytic SkillsSkill: ApplicationObjective: 11-1。
《市场营销学》习题1(带答案)
《市场营销学》习题一一、判断题(共40小题）1、答案：b。
1973年，吉斯特提出了“服务营销”的概念。
2、答案：a。
科特勒提出的大市场理论，把麦卡锡的4P理论发展为6P组合。
3、答案：b。
林恩.肖斯塔克提出了“关系营销”的概念。
4、答案：a。
西奥多.莱维特明确提出了"全球营销"的概念。
5、答案：B。
从营销理论的角度看，市场就是买卖商品的场所。
（）6、答案：A。
市场营销观念和社会营销观念的最大区别在于后者强调了社会和消费者的长远利益（）7、答案：A。
只有既想买，又买得起，才能产生购买行为。
( )8、答案：(B)。
市场营销者指的是卖者或企业。
( )9、答案：(A)。
顾客总价值是指顾客购买某一种产品或劳务时所期望获得的一组利益（）10、答案：(B)。
市场营销就是把货物推销出去，就是销售和销售促进。
（）11、答案：(B)。
六种营销观念在历史上是依次出现的，它们之间是一种此生彼亡的关系。
（）12、答案：(B)。
关系营销是新型营销，适合于所有类型的企业。
（）13、答案：(B)。
市场营销观念的一个重要特征就是将企业利润作为优先考虑的事情。
（）14、答案：(B)。
社会市场营销观念要求求得企业利润、消费者利益、经销商利益三者之间的平衡与协调。
（）15、答案：(B)。
市场营销学是20世纪初在英国产生的。
（）16、答案：a。
需求是人们对相关产品有购买意愿和有支付能力的需要。
17、答案：A。
有形产品在本质上是服务的工具和传送服务的载体。
18、答案：B。
顾客让渡价值最大化就是最大限度地扩大顾客总价值与总成本之间的差额。
19、答案：b。
“社会营销”后又称为“人道营销”、“社会责任营销”和“微观营销”等。
20、答案：a。
关系营销与传统营销的区别是对于顾客关系的理介。
21、答案：b。
与4p相比，4c更强调市场是企业一切经营活动的核心。
22、答案：a。
菲利普.科特勒被称为是“现代营销学之父”。
23、答案：(B)。
ch16Professional Sales(营销管理,菲利普·科特勒教材)
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
Marketing Marketing for Hospitality for Hospitality and Tourism, and Tourism, 4th edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
Sales-Force Objectives
• Objectives ensure that corporate goals are met • Goals include revenue, market share, and improving corporate image among others • Objectives assist sales force members to plan and execute their personal sales programs
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing Marketing for Hospitality for Hospitality and Tourism, and Tourism, 4th edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
Marketing Marketing for Hospitality for Hospitality and Tourism, and Tourism, 4th edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
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营销管理习题集菲利普•科特勒市场营销教研组第一章理解21 世纪的营销一、选择题（） 1. 市场营销的核心是。
A.生产B.分配C.交换D.促销（） 2. 从市场营销的角度看，市场就是_________A.买卖的场所B.商品交换关系的总和C.交换过程本身D.具有购买欲望和支付能力的消费者（）3. 在交换双方中，如果一方比另一方更主动、更积极地寻求交换，我们就将前者称之为 __________ 后者称为潜在顾客.A.厂商B.市场营销者C.推销者D.顾客（）4.市场营销学作为一门独立的经营管理学科诞生于20世纪初的。
A.欧洲B.日本C.美国D.中国（） 5. 从营销理论的角度而言，企业市场营销的最终目标是。
A.满足消费者的需求和欲望B.获取利润C.求得生存和发展D.把商品推销给消费者（） 6. 当买卖双方都表现积极时，我们就把双方都称为__________ ，并将这种情况称为相互市场营销。
A.市场营销者B.相互市场营销者C.生产者D.推销者（）7. 按照菲利普科特勒教授的定义，我们可将市场营销的概念归纳为以下要点A.市场营销的最终目标是满足需求和欲望B.交换是市场营销的核心C. 交换过程是一个满足双方需求和欲望的社会过程和管理过程D. 整体营销是实现交换的主要手段E. 交换过程能否顺利进行取决于企业对交换过程的管理水平和产品满足顾客需求的程度（）8. 交换的发生，必须具备以下条件。
A.至少有交换双方B.每一方都有对方需要的有价值的东西C. 每一方都有沟通和运送货品的能力D.每一方都可以自由地接受或拒绝E.每一方都认为与对方交易是合适或称心的（）9. 执行推销观念的企业，称为推销导向企业．其口号是_________A.我们生产什么就卖什么B.我们卖什么就让人们买什么C.市场需要什么就生产什么D.好酒不怕巷子深（）10. 以“顾客需要什么，我们就生产供应什么”作为其座右铭的企业属于____ 企业．A.生产导向型B.推销导向型C.市场营销导向型D. 社会市场营销导向型()11•某种具有良好市场前景的产品，因生产成本很高，必须通过提高生产率和降低成本来扩大市场时，则会导致企业奉行______ 。
A.生产观念B.产品观念C.市场营销观念D.社会市场营销观念()12 •通过满足顾客需求达到_______ ,最终实现包括利润在内的企业目标，是现代市场营销的基本精神。
A.顾客价值B.顾客满意C.顾客偏好D.顾客购买()13.以企业为中心的市场营销管理哲学包括_________ 。
A.生产观念B.销售观念C.市场营销观念D.产品观念E.社会营销观念()14.市场营销管理哲学的核心是正确处理___________ 之间的利益关系.A.企业B.供应商C.顾客D.中间商E社会()15.顾客总价值包括__。
A.商品品牌B.服务价值C.人员价值D.产品价值E.形象价值()16.顾客总成本包括________ 。
A.货币成本B.时间成本C.精神成本D.固定成本E.体力成本二、简答题1. 简答销售观念和市场营销观念的主要区别2. 试述西方企业100多年来市场营销管理哲学观念的演变及其历史背景第二章审视营销管理的基础结构一、选择题()1.整体战略是企业________ 层次的战略。
A.总体B.局部C.最高D.较强()2.职能战略是各个职能部门的 ________ 战略.A.长期性B.中期性C.短期性D.中长期()3.区分战略经营单位的主要依据是多项业务之间是否存在共同的_____A.经营主线B.经营目标C.经营方针D.经济利益()4.共同的经营主线是指目前的产品、市场与未来的产品、市场之间的一种_____ 联系。
A.内在B.外部C.多种D.局部（）5．具有较高增长率和较高市场占有率的经营单位是 ________ 。
A.问号类B.明星类C.奶牛类D.瘦狗类（）6．问号类经营单位是具有较高增长率和________ 的经营单位或业务。
A.较高占有率B. —般占有率C.较低占有率D.没有占有率（）7. 明星类单位的市场增长率降到_______ 以下，但有较高的相对市场占有率，便成为奶牛类单位。
A.50 ％B．30％C.10％D．5％（）8．市场增长率和相对市场占有率都较低的经营单位是 _________ 。
A.问号类B.明星类C.奶牛类D.瘦狗类（）9．规划经营战略的关键是战略分析和_______ 。
A.战略选择B.战略计划C.战略部署D.战略调查由它们组成三（）10. 多因素投资组合矩阵依据市场吸引力的大小和竞争能力的强弱分为九个区域，种战略地带．这三种战略地带是_______ 。
A•“红色地带” B. “绿色地带” C. “黄色地带” D. “蓝色地带”E. “白色地带”（）11．规划企业成长战略的方式有______A.松散式成长战略B.密集式成长战略C.统一式成长战略D. —体化成长战略E.多角化成长战略（）12．企业一体化成长战略包括______ 。
A.后向一体化B .向上一体化C.水平一体化D.向下一体化E 前向一体化（）13. 企业多角化成长战略包括_____ 。
A 纵向多角化B 垂直多角化C 同心多角化D 水平多角化E 综合多角化（）14. 市场营销组合因素包括______A 产品B 竞争C 定价D 分销E 促销（）15 美国学者波特提出的竞争性战略包括_________ 。
A 成本领先战略B 差别化战略C 品牌战略D 聚焦战略E 一体化战略二、论述题1. 试述战略经营单位的特征。
2. 试述如何规划企业的总体战略。
第三章扫描营销环境和捕捉市场一、选择题：（）1. 代理中间商属于市场营销环境的因素。
A、内部环境B竞争C、市场营销渠道企业D、公众环境（）2. 下列属于有限但可以更新的资源的是。
A、水B、森林C石油D煤（）3. 市场营销环境中被称为是一种创造性的毁灭力量。
A、新技术B、自然资源C、社会文化D政治法律（） 4. 理想业务的特点是。
A、高机会高威胁B高机会低威胁C、低机会低威胁D、低机会高威胁（） 5. 购买商品和服务供自己消费的个人和家庭被称为。
A、生产者市场B、消费者市场C中间商市场D组织市场（）6. 是影响消费者需求变化的最活跃因素。
A、人均国民生产总值B、个人收入C个人可支配收入D、个人可任意支配收入（）7. 与企业紧密相连直接影响企业营销能力的各种参与者，被称为。
A、营销环境B宏观营销环境C微观营销环境D营销组合（）8. 属于市场营销微观环境的是。
A、辅助商B、政府公众C、人口环境D消费者收入E、国际市场（）9. 人口环境主要包括。
A、人口总量B人口的年龄结构C、地理分布D家庭组成E、人口性别（）10. 影响消费者支出模式的因素有。
A、经济环境B消费者收入C社会文化环境D家庭生命周期E、消费者家庭所在地点（）11. 以下属于宏观营销环境有。
A、公众B人口环境C、经济环境D营销渠道企业E、政治法律环境（）12. 营销环境包括。
A、宏观环境B技术环境C人口环境D、微观环境E、作业环境（）13. 研究收入对消费者需求的影响时，常使用的指标有。
A、人均国民生产总值B、个人收入C、个人可支配收入D个人可任意支配收入（）14. 市场营销环境的特征是。
A、客观性B、差异性C、多变性D稳定性E、相关性二、判断题：1. 企业的市场营销环境包括宏观环境和微观环境。
（）2. 企业可以按自身的要求和意愿随意改变市场营销环境。
（）3. 公众是指对企业实现其市场营销目标构成实际或潜在影响的任何团体。
（）4. 宏观环境是企业可控制的因素。
（）5. 市场是由那些想买东西并且有购买力的人构成。
（）6. 消费者的购买力来自消费者的收入。
（）7. 随着消费者收入的变化，消费者支出模式会发生相应变化，这涉及到恩格尔定律。
（）8. 在一定时期货币收入不变的情况下，如果储蓄增加，购买力消费支出会增加。
（）9. 同一个国家不同地区企业之间营销环境基本上是一样的。
（）10. 环境发展趋势基本上分为两大类，一类是环境威胁，另一类是市场营销机会。
（）11. 文化对市场营销的影响多半是通过直接的方式来进行的。
（）12. 人口增长首先意味着人民生活必需品的需求增加。
（）13. 恩格尔指数越小，生活水平越低。
（）14. 营销活动只能被动地受制于环境的影响。
（）15. 在经济全球化的条件下，国际经济形势也是企业营销活动的重要影响因素。
（）三、论述题：1. 简述市场营销环境的构成。
2. 步入21世纪后，人口老龄化问题在大中城市日益突出，请列举出这一变化所带来的三个方面的市场机会。
3. 试述市场营销活动与市场营销环境的关系。
四、案例分析：家乐福败走香港继1997 年底八百伴及1998 年中大丸百货公司在香港相继停业后，2000 年9 月18 日，世界第二大超市集团“家乐福”位于香港的 4 所大型超市全部停业，撤离香港。
法资家乐福集团，在全球共有5200多家分店，遍布26 个国家和地区，全球的年销售额达363亿美元，盈利达7.6 亿美元，员工逾24 万人。
家乐福在我国的台湾、深圳、北京、上海的大型连锁超市，生意均蒸蒸日上，为何独独兵败香港？家乐福声明其停业原因，是由于香港市场竞争激烈，又难以在香港觅得合适等地方开办大型超级市场，短期内难以在市场争取到足够占有率。
家乐福倒闭的责任可以从两个方面来分析。
从它自身来看：第一、家乐福的“一站式购物”不适合香港地窄人稠的购物环境。
家乐福的购物理念建基于地方宽大，与香港寸土寸金的社会环境背道而驰，显然资源运用不当。
这一点反映了家乐福在适应香港社会环境方面的不足和欠缺。
第二、家乐福在香港没有物业，而本身需要数万至10 万平方米的面积经营，背负庞大租金的包袱，同时受租约限制，做成声势时租约已满，竞争对手窥觎它的铺位，会以更高租金夺取。
第三、家乐福在台湾有20 家分店，能够形成配送规模，但在香港只有 4 家分店，直接导致配送的成本相对高昂。
从外部来看：第一、是在1996 年进军香港的时候，正好遇上香港历史上租金最贵时期，经营成本高昂，这对于以低价取胜的家乐福来说，是一个沉重的压力，并且在这期间又不幸遭遇亚洲金融危机，香港经济也大受打击，家乐福受这几年通货紧缩影响，一直无盈利。
第二、是由于香港本地超市集团百佳、惠康、华润、苹果速销等掀起的减价战，给家乐福的经营以重创。
作为国际知名大超市集团，家乐福没有参加这场长达两年的减价大战，但几家本地超市集团的竞相削价，终于是家乐福难以承受，在进军香港的中途失败而归。
分析问题：1. 你认为家乐福败走香港的真正原因何在？2. 家乐福败走香港对中国大陆零售业发展有何启示？第四章创造顾客价值和顾客关系一、选择题()1. 通过满足顾客需求达到，最终实现包括利润在内的企业目标，是现代市场营销的基本精神。