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 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: 11-13) A firm is using ________ when it charges a high, premium price for a new product with 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 them?A) product line pricingB) optional-product pricingC) captive-product pricingD) unbundled product pricingE) by-product pricingAnswer: DDiff: 3 Page Ref: 313Skill: Concept5) 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 strategy?A) 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: Concept9) 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 strategy?A) 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 a buyer'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 urgency?A) 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 area a 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 pricing?A) 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 pricing?A) F.O.B. deliveredB) F.O.B. factoryC) F.O.B. 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 productAnswer: 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 offer?A) 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: CDiff: 3 Page Ref: 326Skill: 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: CDiff: 2 Page Ref: 328AACSB: Ethical ReasoningSkill: ConceptObjective: 11-427) Price discrimination is legal under which of the following conditions?A) 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 pricesAnswer: 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 the most 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。
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。
《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)。
菲利普·科特勒营销管理习题集
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_____ 。
市场营销学通论教材课后习题全部答案
第一章导论市场：某种产品的现实购买者与潜在购买者需求的总和市场营销：指以满足人类各种需要和欲望为目的，通过市场变潜在交换为现实交换的一系列活动和过程交换：是指通过提供某种东西作为回报，从别人那里取得所需物的行为交易：交易是交换活动的基本单元，是由双方之间的价值交换所构成的行为。
交易营销：与交易有关的市场营销活动，即交易营销。
关系营销：企业与其顾客、分销商、经销商、供应商乃至竞争者等相关组织或个人建立、保持并加强关系，通过互利交换及共同履行诺言，使有关各方实现各自的目的市场营销网络：是指企业及与之建立起牢固的互相信赖的商业关系的其他企业所构成的网络交易营销和关系营销之间的联系和区别分别是什么？1交易是交换活动的基本单元，与交易相关的营销活动构成了交易营销。
关系营销是指企业与其顾客、分销商、经销商、供应商等相关组织或个人建立、保持并加强关系，通过互利交往及共同履行诺言，市有关各方实现各自目的。
2两者之间的联系在于，交易营销只是关系营销这个大概念的一部分。
3关系营销与交易营销存在着一定的区别，交易营销，企业与顾客很难保持持久关系，关系营销，企业与顾客保持广泛密切的联系。
交易营销强调市场占有率，吸引潜在顾客取代不再购买的老顾客，关系营销强调顾客忠诚度，最终为企业带来一种独特的资产，即市场营销网络。
营销在企业中的地位有怎样的变化？带来了什么启示？最初，市场营销作为与其他部门同等重要的职能，处于平等地位；在需求不足的情况下，市场营销作为更重要的职能；之后市场营销作为核心职能；而一些热心于顾客服务的企业高层管理人员主顾客作为管理职能的核心；最后，达成共识，顾客作为管理职能的核心，而市场营销作为整合性职能。
市场营销与其他职能部门不同，他是连接市场需求与企业反应的桥梁、纽带，要想有效地满足顾客需要，就必须将市场营销至于企业的中心地位。
从宏观的角度看，营销的重要性体现在哪些方面？1、市场营销在不同行业的扩散；2、推动企业重视市场营销的主要因素：销售额下降、增长缓慢、购买行为的改变、竞争的加剧和营销成本的提高；3、市场营销职能在企业中地位的变迁。
市场营销答案
第一章导论一、交易营销和关系营销之间的联系和区别分别是什么？1交易是交换活动的基本单元，与交易相关的营销活动构成了交易营销。
关系营销是指企业与其顾客、分销商、经销商、供应商等相关组织或个人建立、保持并加强关系，通过互利交往及共同履行诺言，市有关各方实现各自目的。
2两者之间的联系在于，交易营销只是关系营销这个大概念的一部分。
3关系营销与交易营销存在着一定的区别，交易营销，企业与顾客很难保持持久关系，关系营销，企业与顾客保持广泛密切的联系。
交易营销强调市场占有率，吸引潜在顾客取代不再购买的老顾客，关系营销强调顾客忠诚度，最终为企业带来一种独特的资产，即市场营销网络。
二、营销在企业中的地位有怎样的变化？带来了什么启示？最初，市场营销作为与其他部门同等重要的职能，处于平等地位；在需求不足的情况下，市场营销作为更重要的职能；之后市场营销作为核心职能；而一些热心于顾客服务的企业高层管理人员主张顾客作为管理职能的核心；最后，达成共识，顾客作为管理职能的核心，而市场营销作为整合性职能。
市场营销与其他职能部门不同，他是连接市场需求与企业反应的桥梁、纽带，要想有效地满足顾客需要，就必须将市场营销至于企业的中心地位。
三、从宏观的角度看，营销的重要性体现在哪些方面？1、市场营销在不同行业的扩散；2、推动企业重视市场营销的主要因素：销售额下降、增长缓慢、购买行为的改变、竞争的加剧和营销成本的提高；3、市场营销职能在企业中地位的变迁。
第二章市场营销哲学的演变一、市场营销管理哲学的演变经历了哪几个阶段？生产观念，产品观念，推销观念，市场营销观念，客户观念，社会市场营销观念二、4p市场营销组合有哪些特点？4P：产品（produce）、价格（price）、渠道（place）、促销（promotion）（1）市场营销组合因素对企业来说都是“可控因素”。
（2）市场营销组合是一个复合结构。
（3）市场营销组合又是一个动态组合。
（4）市场营销组合要受企业市场定位战略的制约，即根据市场定位战略设计、安排相应的市场营销组合。
市场营销习题与答案(一)
市场营销哲学1．“如果你能比你的邻居制造出更好的捕鼠器，人们就会踏破你的门槛”，这句话反映的营销观念是（ B ）A．生产观念；B．产品观念；C．推销观念；D．市场营销观念；2．奉行生产观念在下列哪些情况下也有可能成功（ B ）A．买方市场；B．卖方市场；C．生产成本太高；D．产品为非渴求品；3．下列表述中，反映推销观念的是（ C ）A．我能生产什么，就卖什么；B．我生产什么，就买什么；C．我卖什么，就设法让人买什么；D．顾客需要什么，我就生产什么；4．必然导致营销近视症的营销观念是（ B ）A．生产观念；B．产品观念；C．推销观念；D．市场营销观念；5．推销观念的出发点是（C）A．产品产量；B．产品质量；C．产品销售；D．顾客需求；6．下列有关市场营销观念说法中，错误的是（D）A．营销重点是顾客需求；B．重视的是长期利益；C．采用整合的营销手段；D．营销程序是从生产者到消费者；7．大市场营销观念较市场营销观念更强调的营销组合要素是（BD ）A．产品；B．权力；C．定价；D．公共关系；E．促销；8．顾客总价值包括（ABDE ）A．产品价值；B．服务价值；C．品牌价值；D．形象价值；E．人员价值；9．围绕顾客满意，下列说法正确的是（ABD ）A．如果对产品使用后的感知效果与期望一致时，顾客就会满意；B．提高顾客满意可以通过增加顾客让渡价值达成；C．顾客满意了就会成为忠诚顾客；D．夸大产品宣传会导致顾客不满意；10．认为市场需求可以被引导并加以改变的营销观念是（C）A．生产观念；B．推销观念；C．大市场营销观念；D．市场营销观念；11．社会市场营销观念的出发点是（D）A．增加产量；B．提高产品质量；C．顾客需求；D．消费者和社会长远利益；12．下列说法正确的是（D）A．市场营销就是推销；B．生态营销就是关注生态环境而开展的营销活动；C．绿色营销的主旨就是环保；D．顾客需求是现代市场营销观念的核心；13．菲利浦·科特勒指出公司几年间营销观念经历的导向依次是（C）产品导向①顾客导向②市场导向③竞争导向④A．①②③④B．①③②④C．①④③②D．①②④③14．关系营销中对关系对象的正确理解是（ D ）A．企业与顾客的关系；B．企业与供应商的关系；C．企业与政府的关系；D．企业与所有利益攸关者的关系；15.（ A ）是利用了利用了消费者的“求新” 、“猎奇”心理。
市场营销题库判断选择答案
判断题F.1、市场营销学研究问题的出发点是资源的稀缺性。
F.2、根据顾客让渡价值理论，顾客总价值与顾客总成本之间的差距越小，顾客越满意。
F.3、根据市场的构成要素，市场的大小取决于人口、收入和支出三方面的大小.F.4、若用冰山来描述营销与推销的关系，营销是就是露出海平面的部分T.5、根据营销学原理，商标是品牌的一部分T.6、撇脂定价法就是在产品上市初期将价格定的较高F.7、公关促销可以在短期内刺激顾客立即采取购买行为F.8、选择分销就是制造商在某地区精心挑选几家最合适的中间商来销售其产品F.9、企业的战略计划的第一步就是规定企业目标。
F.10、市场营销组合就是用什么样的方式做广告。
T.11、产品观念对企业提高产品质量有好处，但往往导致市场营销近视。
T.12市场营销管理的实质是需求管理。
T.13、在规定企业的任务是要考虑企业的历史和周围环境的发展变化。
T.14、市场营销组合的因素对企业来说都是“可控因素”。
T.15、在波士顿矩阵中，低市场增长率和低相对市场占有率的单位是狗类战略业务单位。
T.16、若用冰山来描述营销与推销的关系，推销是就是露出海平面的部分F.17、渗透定价法就是在产品上市初期将价格定的较高T.18、个人可支配收入是指个人收入扣除个人缴纳的各种税款和非税性负担后的余额。
T.19、求名心理所产生的动机属于感情动机。
T.20、与最强的竞争对手对着干的定位策略是迎头定位，T.21、推销观念认为，只要加大产品的推销力度，产品不会没销路。
F.22、在波士顿矩阵中，高市场增长率和低相对市场占有率的单位是狗类战略业务单位。
F.23、面对市场威胁企业只有转移才能发展。
F.24、如何选择目标市场，应根据企业的实际而定，如果企业的资源雄厚，可以考虑实行集中市场营销。
F.25、从生产者观点看，随着渠道层次的增多，控制渠道所需解决的问题会减少。
T.26、多角化增长就是企业利用经营业务范围之外的市场机会，增加与现有产品业务有一定联系或毫无联系的新业务，实现跨行业经营的一种发展战略。
市场营销学期末各章重点及历年经典答案
三、各章重难点归纳辅导第一章市场营销学的由来与市场观念演进一、重点名词市场营销P4二、重点掌握1、新旧两类营销观念的区别何在？P14第二章企业战略及营销管理过程一、重点名词多角化增长P24二、重点掌握1、企业市场营销管理过程有哪些步骤？P332、企业战略的含义和特点？P22第三章市场营销环境一、重点名词营销环境机会P50二、重点掌握1、企业对环境威胁的对策及相应做法？P58第四章购买行为研究一、重点名词相关群体P68二、重点掌握1、生产资料购买者行为的特征？P79第五章市场营销调研与需求预测一、重点名词市场需求P87二、重点掌握1、简述市场调研的程序P912、市场营销调研主要有哪些步骤? P103第六章市场竞争策略一、重点名词市场补缺者P115二、重点掌握1、什么是避强定位策略? P118其优缺点如何? P119第七章目标市场营销一、重点名词市场定位P129市场细分P130二、重点掌握1、有效市场细分的要求？P136第八章产品策略—产品、产品组合、品牌与包装一、重点名词商标P155第九章产品策略—产品生命周期与新产品开发一、重点掌握1、产品在成熟期的特点及营销策略主要有哪些？P1662、简述新产品开发过程的主要阶段P170第十章定价策略一、重点名词二、重点掌握1、速取定价策略和渐进定价策略各自适用于什么情况?2、企业定价的步骤有哪些？3、简述企业定价的目标有哪些？第十一章分销策略一、重点名词直销营销P196批发商业P207二、重点掌握1、分销渠道的特点和作用如何？P1972、简述直效营销的特征P1983、简述分销渠道的功能P1994、简述直效营销的主要影响因素P211第十二章网络营销一、重点名词网络营销P222市场信息P223二、重点掌握1、简述网络营销的职能P2292、简述网络营销的优势P230第十三章促销策略一、重点名词促销P240广告P247二、重点掌握1、什么是促销组合？P249影响企业促销组合决策的因素有哪些？P2502、影响促销组合的因素有哪些？P253第十四章市场营销的组织、实施与控制一、重点名词市场营销控制P274二、重点掌握1、市场营销计划一般包括哪几个方面？P277四、综合练习题（一）单项选择题1．一种观念认为：消费者可以接受任何买得到和买得起的产品，因而企业的主要任务就是努力提高效率、降低成本、扩大生产。
科特勒《市场营销原理》(第13版)笔记和课后习题详解
目录第Ⅰ篇定义市场营销和市场营销过程 (5)第1章营销：创造和获取顾客价值 (5)1.1复习笔记 (5)1.2课后习题详解 (10)第2章公司战略与营销战略：合作建立客户关系 (17)2.1复习笔记 (17)2.2课后习题详解 (23)第Ⅱ篇理解市场和消费者 (30)第3章分析市场营销环境 (30)3.1复习笔记 (30)3.2课后习题详解 (33)第4章管理市场营销信息获得顾客洞察 (39)4.1复习笔记 (39)4.2课后习题详解 (45)第5章消费者市场与消费者购买行为 (49)5.1复习笔记 (49)5.2课后习题详解 (54)第6章组织市场与组织购买者行为 (61)6.1复习笔记 (61)6.2课后习题详解 (65)第Ⅲ篇设计顾客导向的营销战略与营销组合 (72)第7章顾客导向的市场营销战略：为目标顾客创造价值 (72)7.1复习笔记 (72)7.2课后习题详解 (78)第8章产品、服务和品牌：构建顾客价值 (85)8.1复习笔记 (85)8.2课后习题详解 (93)第9章新产品开发与产品生命周期战略 (101)9.1复习笔记 (101)9.2课后习题详解 (107)第10章定价：理解和获得消费者价值 (115)10.1复习笔记 (115)10.2课后习题详解 (119)第11章定价战略 (125)11.1复习笔记 (125)11.2课后习题详解 (130)第12章营销渠道：递送顾客价值 (137)12.1复习笔记 (137)12.2课后习题详解 (144)第13章零售与批发 (150)13.1复习笔记 (150)13.2课后习题详解 (154)第14章沟通顾客价值：整合营销沟通战略 (161)14.1复习笔记 (161)14.2课后习题详解 (166)第15章广告与公共关系 (173)15.1复习笔记 (173)15.2课后习题详解 (176)第16章人员销售和销售促进 (182)16.1复习笔记 (182)16.2课后习题详解 (188)第17章直复营销和网络营销：建立直接顾客关系 (194)17.1复习笔记 (194)17.2课后习题详解 (199)第Ⅳ篇拓展市场营销 (207)第18章创造竞争优势 (207)18.1复习笔记 (207)18.2课后习题详解 (212)第19章全球市场 (218)19.1复习笔记 (218)19.2课后习题详解 (224)第20章可持续的市场营销：社会责任和道德 (229)20.1复习笔记 (229)20.2课后习题详解 (234)第Ⅰ篇定义市场营销和市场营销过程第1章营销：创造和获取顾客价值1.1复习笔记一、什么是市场营销市场营销即管理有价值的客户关系。
市场营销学泰斗菲利普科特勒营销管理第十一版
▪ Go ▪ Kill ▪ Hold ▪ Recycle
13
Managing the Development Process: Ideas
▪ Idea Generation
▪ Interacting with Others
▪ What challenges does a company face in developing new products?
▪ What organizational structures are used to manage new-product development?
▪ What are the main stages in developing new products, and how can they be managed better?
7
Organizational Arrangements
▪ New-product deployment requires specific criteria – one company established the following acceptance criteria
▪ The product can be introduced within five years ▪ The product has a market potential of at least
4
Challenges in New-Product Development
▪ Incremental innovation ▪ Disruptive technologies
▪ Why do new products fail?