市场营销第13版题库

Chapter 1 Marketing: Creating and Capturing Customer Value1) All of the following are accurate descriptions of modern marketing, EXCEPT which one?A) Marketing is the creation of value for customers.B) Marketing is managing profitable customer relationships.C) Selling and advertising are synonymous with marketing.D) Marketing involves satisfying customers' needs.E) Marketing is used by for-profit and not-for-profit organizations.Answer: CDiff: 2 Page Ref: 2 and 4Skill: ConceptObjective: 1-12) According to the opening scenario, the Tide marketing team is MOST concerned about which of the following?A) maintaining its brand shareB) fostering customers' emotional connections with their productC) advertising their product's benefitsD) comparing the effectiveness of their product to other brandsE) incorporating consumer-generated marketing in the marketing mixAnswer: BDiff: 2 Page Ref: 2Skill: ConceptObjective: 1-13) According to management guru Peter Drucker, "The aim of marketing is to ________."A) create customer valueB) identify customer demandsC) make selling unnecessaryD) set realistic customer expectationsE) sell productsAnswer: CDiff: 2 Page Ref: 5Skill: ConceptObjective: 1-1Chapter 2 Company and Marketing Strategy:Partnering to Build Customer Relationships1) Which of the following involves adapting a firm to take advantage of opportunities in its constantly changing environment?A) long-range planningB) short-range planningC) media planningD) strategic planningE) annual planningAnswer: DDiff: 2 Page Ref: 38Skill: ConceptObjective: 2-12) When a firm develops and maintains a strategic fit between its goals and capabilities, it is performing ________.A) mission planningB) values planningC) strategic planningD) business-portfolio planningE) operations planningAnswer: CDiff: 1 Page Ref: 38Skill: ConceptObjective: 2-13) 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: 2-1Chapter 3 Analyzing the Marketing Environment1) You are directed to study the actors close to the company that affect its ability to serve its customers-departments within the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying?A) the macroenvironmentB) the microenvironmentC) the marketing environmentD) the demographic environmentE) the global environmentAnswer: BDiff: 1 Page Ref: 66Skill: ConceptObjective: 3-12) Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers?A) the marketing environmentB) the cultural environmentC) strategic planningD) target marketsE) the marketing mixAnswer: ADiff: 1 Page Ref: 66Skill: ConceptObjective: 3-13) You are directed to study the demographic, economic, natural, technological, political, and cultural factors that are larger societal forces affecting your company. What are you studying?A) the macroenvironmentB) the microenvironmentC) the external environmentD) the marketing mixE) the global environmentAnswer: ADiff: 1 Page Ref: 66Skill: ConceptObjective: 3-1Chapter 4 Managing Marketing Information to Gain Customer Insights1) Despite the data glut that marketing managers receive, they frequently complain that they lack ________.A) enough information of the right kindB) timely informationC) accurate informationD) reliable informationE) valid informationAnswer: ADiff: 2 Page Ref: 100AACSB: CommunicationSkill: ConceptObjective: 4-12) Which of the following statements is NOT true regarding information collected for marketers?A) Many managers lack information of the right kind.B) Most managers do not need more information.C) Most managers need better information.D) Many managers are burdened by data overload.E) Managers have enough of the right information.Answer: EDiff: 3 Page Ref: 100AACSB: CommunicationSkill: ConceptObjective: 4-13) A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision makers analyze and use the information.A) experiment to develop informationB) test market the informationC) develop the needed informationD) critique the needed informationE) question the needed informationAnswer: CDiff: 1 Page Ref: 101AACSB: CommunicationSkill: ConceptObjective: 4-1Chapter 5 Consumer Markets and Consumer Buyer Behavior1) ________ is never simple, yet understanding it is the essential task of marketing management.A) Brand personalityB) Consumption pioneeringC) Early adoptionD) Consumer buying behaviorE) Understanding the difference between primary and secondary dataAnswer: DDiff: 1 Page Ref: 135Skill: ConceptObjective: 5-12) The consumer market is made up of which of the following?A) individuals who acquire goods or services for personal consumptionB) households that purchase goods or services for personal consumptionC) businesses that purchase goods and servicesD) A and BE) all of the aboveAnswer: DDiff: 2 Page Ref: 135Skill: ConceptObjective: 5-13) Economic, technological, and cultural forces are all ________ in the stimulus-response model of buyer behavior.A) buyer responsesB) stimuliC) components of the buyer's decision processD) buyer characteristicsE) buying attitudesAnswer: BDiff: 2 Page Ref: 137Skill: ConceptObjective: 5-1Chapter 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) Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more ________ with products and services that match their unique needs.A) efficientlyB) effectivelyC) intenselyD) indirectlyE) both A and BAnswer: EDiff: 2 Page Ref: 192Skill: ConceptObjective: 7-2Chapter 8 Product, Services, and Branding Strategies: Building Customer Value1) We define a ________ as anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.A) private brandB) service variabilityC) serviceD) productE) service encounterAnswer: DDiff: 1 Page Ref: 224AACSB: CommunicationSkill: ConceptObjective: 8-12) ________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.A) Line extensionsB) ServicesC) BrandsD) Consumer productsE) SupplementsAnswer: BDiff: 1 Page Ref: 224AACSB: CommunicationSkill: ConceptObjective: 8-13) A product is a key element in the ________. At one extreme, it may consist of pure tangible goods or at the other extreme, pure services.A) market offeringB) brand equityC) brand extensionD) co-brandingE) value chainAnswer: ADiff: 1 Page Ref: 224AACSB: CommunicationSkill: ConceptObjective: 8-1Chapter 9 New-Product Development and Product Life-Cycle Strategies1) What are the two ways that a company can obtain new products?A) line extension and brand managementB) internal development and brand managementC) new-product development and acquisitionD) service development and product extensionE) market mix modification and research and developmentAnswer: CDiff: 2 Page Ref: 258Skill: ConceptObjective: 9-12) Product improvements, product modifications, and original products can all be classified as ________.A) pioneer productsB) new productsC) product conceptsD) product ideasE) test productsAnswer: BDiff: 1 Page Ref: 258Skill: ConceptObjective: 9-13) Which of the following is NOT a potential reason for a new product to fail?A) an underestimated market sizeB) a poorly designed productC) an incorrectly positioned productD) higher than anticipated costs of product developmentE) ineffective advertisingAnswer: ADiff: 2 Page Ref: 258Skill: ConceptObjective: 9-1Chapter 10 Pricing Products: Understanding and Capturing Customer Value1) ________ is the amount of money charged for a product or service.A) Experience curveB) Demand curveC) PriceD) WageE) SalaryAnswer: CDiff: 1 Page Ref: 290Skill: ConceptObjective: 10-12) Assume a manufacturer with fixed costs of $100,000, a variable cost of $10, and expected sales of 50,000 units wants to earn a 20-percent markup on sales. What is the manufacturer's markup price?A) $14B) $15C) $18D) $18.50E) none of the aboveAnswer: BDiff: 3 Page Ref: 297AACSB: Analytic SkillsSkill: ApplicationObjective: 10-33) ________ is an important element in the marketing mix. It is the only element that does not represent costs.A) Current profit maximizationB) Market share leadershipC) PriceD) Product quality leadershipE) The target marketAnswer: CDiff: 1 Page Ref: 290Skill: ConceptObjective: 10-1Chapter 11 Pricing Strategies1) A company sets not a single price, but rather a ________ that covers different items in its line that change over time as products move through their life cycles.A) pricing by-productB) pricing structureC) pricing loopD) pricing cycleE) pricing bundleAnswer: BDiff: 1 Page Ref: 311Skill: ConceptObjective: 11-12) 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: 11-13) Of the following, which statement would NOT support a market-skimming policy for a new product?A) 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: 11-1Chapter 12 Marketing Channels: Delivering Customer Value1) Which of the following is NOT a typical supply chain member?A) resellersB) customersC) intermediariesD) government agenciesE) raw materials supplierAnswer: DDiff: 1 Page Ref: 337Skill: ConceptObjective: 12-12) ________ the manufacturer or service provider is the set of firms that supply the raw materials, components, parts, information, finances, and expertise needed to create a product or service.A) Downstream fromB) Upstream fromC) Separated fromD) Congruous toE) Parallel withAnswer: BDiff: 2 Page Ref: 337Skill: ConceptObjective: 12-13) Another term for the supply chain that suggests a sense and respond view of the market is________.A) supply and demand chainB) demand chainC) channel of distributionD) distribution channelE) physical distributionAnswer: BDiff: 3 Page Ref: 338Skill: ConceptObjective: 12-1Chapter 14 Communicating Customer Value:Integrated Marketing Communication Strategy1) A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called________.A) direct marketingB) integrated marketingC) the promotion mixD) competitive marketingE) target marketingAnswer: CDiff: 1 Page Ref: 402AACSB: CommunicationSkill: ConceptObjective: 14-12) The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.A) direct marketingB) sales promotionsC) personal sellingD) public relationsE) publicityAnswer: BDiff: 2 Page Ref: 402AACSB: CommunicationSkill: ConceptObjective: 14-13) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.A) sales promotionB) advertisingC) direct marketingD) personal sellingE) public relationsAnswer: BDiff: 1 Page Ref: 402AACSB: CommunicationSkill: ConceptObjective: 14-1。