科特勒市场营销第一章习题答案

科特勒市场营销第一章习题答案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: 1-14) ________ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation and exchange.A) SellingB) AdvertisingC) BarteringD) MarketingE) NegotiatingAnswer: DDiff: 2 Page Ref: 5Skill: ConceptObjective: 1-15) According to the simple five-step model of the marketing process, a company needs to ________ before designing a customer-driven marketing strategy.A) determine how to deliver superior valueB) build profitable relationships with customersC) use customer relationship management to create fullpartnerships with key customersD) understand the marketplace and customer needs and wantsE) construct key components of a marketing programAnswer: DDiff: 2 Page Ref: 5AACSB: CommunicationSkill: ConceptObjective: 1-26) ________ are human needs as shaped by individual personality and culture.A) NeedsB) WantsC) DemandsD) ValuesE) ExchangesAnswer: BDiff: 2 Page Ref: 6Skill: ConceptObjective: 1-27) When backed by buying power, wants become ________.A) social needsB) demandsC) physical needsD) self-esteem needsE) exchangesAnswer: BDiff: 1 Page Ref: 6Skill: ConceptObjective: 1-28) What do companies call a set of benefits that they promise to consumers to satisfy their needs?A) market offeringB) value propositionC) demand satisfactionD) need propositionE) evoked setAnswer: ADiff: 1 Page Ref: 6Skill: ConceptObjective: 1-29) Which of the following refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs?A) selling myopiaB) marketing managementC) value propositionD) marketing myopiaE) the product conceptAnswer: DDiff: 1 Page Ref: 6Skill: ConceptObjective: 1-210) When marketers set low expectations for a market offering, the biggest risk they run is ________.A) disappointing loyal customersB) decreasing customer satisfactionC) failing to attract enough customersD) failing to understand their customers' needsE) incorrectly identifying a target marketAnswer: CDiff: 1 Page Ref: 7Skill: ConceptObjective: 1-211) ________ is the act of obtaining a desired object from someone by offering something in return.A) A value propositionB) ExchangeC) BriberyD) Value creationE) DonationAnswer: BDiff: 1 Page Ref: 7Skill: ConceptObjective: 1-212) Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.A) exchangeB) marketingC) managementD) productionE) customer relationship managementAnswer: BDiff: 1 Page Ref: 7AACSB: CommunicationSkill: ConceptObjective: 1-213) In the case of excess demand, ________ may be required to reduce the number of customers or to shift demandtemporarily or permanently.A) marketingB) demarketingC) value marketingD) surplusingE) negotiatingAnswer: BDiff: 1 Page Ref: 9Skill: ConceptObjective: 1-314) The art and science of choosing target markets and building profitable relationships with them is called ________.A) marketing managementB) positioningC) segmentationD) sellingE) differentiationAnswer: ADiff: 1 Page Ref: 8Skill: ConceptObjective: 1-315) Selecting which segments of a population of customers to serve is called ________.A) market segmentationB) positioningC) customizationD) target marketingE) managing the marketing effortAnswer: DDiff: 1 Page Ref: 8Skill: ConceptObjective: 1-316) Which of the following is the set of benefits a company promises to deliver the customer to satisfy their needs?A) a money-back guaranteeB) low pricingC) good customer serviceD) a value propositionE) an attributeAnswer: DDiff: 1 Page Ref: 9Skill: ConceptObjective: 1-317) The product concept says that a company should do which of the following?A) improve marketing of its best productsB) market only those products with high customer appealC) focus on the target market and make products that meet those customers' demandsD) focus on making continuous product improvementsE) make promoting products the top priorityAnswer: DDiff: 2 Page Ref: 10Skill: ConceptObjective: 1-318) Which concept calls for aggressive selling and focuses on generating transactions to obtain profitable sales?A) marketingB) productionC) productD) sellingE) societal marketingAnswer: DDiff: 1 Page Ref: 10Skill: ConceptObjective: 1-319) A firm that uses the selling concept takes a(n) ________ approach.A) outside-inB) myopicC) inside-outD) societalE) customer serviceAnswer: CDiff: 2 Page Ref: 10Skill: ConceptObjective: 1-320) According to the production concept, consumers will favor products that are ________ and ________.A) satisfying; quality focusedB) advertised; affordableC) in high demand; hard to findD) segmented; convenientE) available; affordableAnswer: EDiff: 3 Page Ref: 9Skill: ConceptObjective: 1-321) Though often criticized, the selling concept is particularly appropriate and effective with which of the following types ofproducts?A) convenienceB) shoppingC) specialtyD) unsoughtE) demarketedAnswer: DDiff: 2 Page Ref: 10Skill: ConceptObjective: 1-322) Customer-driven marketing usually works well when ________ and when customers ________.A) a clear need exists; are difficult to identifyB) customers know what they want; are loyal to the brandC) a firm can deliver the goods desired; are thoroughly researchedD) a clear need exists; know what they wantE) a need exists; don't know what they wantAnswer: DDiff: 2 Page Ref: 11Skill: ConceptObjective: 1-323) Marie Ortiz enjoys her work at Futuristic Designs, Inc. Her organization understands and anticipates customer needs even better than customers themselves do and creates products and services to meet current and future wants and demands. Marie's firm practices ________ marketing.A) customer-drivenB) customer-drivingC) relationshipD) donorE) socialAnswer: BDiff: 2 Page Ref: 11Skill: ConceptObjective: 1-324) Which concept holds that firms must strive to deliver value to customers ina way that maintains or improves the consumer's and society's well-being?A) marketingB) sellingC) productD) societal marketingE) equityAnswer: DDiff: 1 Page Ref: 11AACSB: Ethical ReasoningSkill: ConceptObjective: 1-325) The three areas of consideration that should be balanced in the societalmarketing concept are consumer wants, society's interests, and ________.A) human welfareB) want satisfactionC) company profitsD) short-run wantsE) long-term needsAnswer: CDiff: 2 Page Ref: 11AACSB: Ethical ReasoningSkill: ConceptObjective: 1-326) The set of marketing tools a firm uses to implement its marketing strategy is called the ________.A) promotion mixB) product mixC) marketing mixD) TQME) marketing effortAnswer: CDiff: 2 Page Ref: 12Skill: ConceptObjective: 1-327) Of the following, which is the most important concept of modern marketing?A) customer relationship managementB) societal marketingC) consumer-generated marketingD) properly trained salespeopleE) low pricesAnswer: ADiff: 2 Page Ref: 13AACSB: CommunicationSkill: ConceptObjective: 1-428) It is most accurate to say that customers buy from stores and firms that offer which of the following?A) the highest value for the dollarB) the highest customer-perceived valueC) the highest level of customer satisfaction。