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1、word格式Chapter 11. Marketing is _.A.another word for advertising and salesB. only used by major corporationsC.about satisfying customer needsD.about simply making a profit2.The first step in the marketing process is to work to understand customers.True False3. Once we have created value for customers
2、, the final step in the marketing process is to capture value from them.True False4.The most basic concept underlying marketing is that of _.profitsproductshuman needsservices5.Marketers create social needs in consumers. TrueFalse (Marketers do not create customer needs, whether social, physical or
3、individual. Needs are a basic part of the human makeup.)6.The act of obtaining a desired object from someone by offering something in return is called a(n) _.exchangeswitchmarketsale7.The art and science of choosing target markets and building profitable relationships with them is called _.marketing
4、 profilesmarketing maneuversmarketing selectionmarketing management8.Which marketing philosophy listed below is useful when supply exceeds demand and when production costs are too high and need to be reduced?production conceptproduct conceptselling concept marketing concept9.Which marketing philosop
5、hy believes that an organization can achieve its goals if it knows the needs of its target market well and delivers satisfaction better than its competition?production conceptproduct conceptselling concept marketing concept10.Customer relationship management (CRM) is solely about acquiring and keepi
6、ng customers.TrueFalse (CRM is about acquiring, keeping and growing customers.)11.To build lasting customer relationships, firms should focus on delivering _ and _.high quality products; low pricescustomer value; customer satisfactioncustomer satisfaction; customer growthcustomer value; high profits
7、12.It costs 5 to 10 times more to find a new customer than to keep a current one happy.True (Due to changing demographics, more competition, and overcapacity in many industries, the cost of finding new customers is rising.) False13.The aim of customer relationship management is to _.create customer
8、satisfactioncreate customer profitscreate customer delightcreate customer longing14.The portion of the customers purchasing power that a company gets in its product categories is called its _.customer equityshare of customercustomer quotientcustomer lifetime value15.Customers that are a good fit bet
9、ween a companys offerings and that are expected to be loyal over the long term are called _.butterfliesbarnaclestrue friendsstrangers16.The most dramatic new technology is the Internet.True False17.The _ is the nations 24th largest advertiser with an annual budget of over $1 billion.Procter and Gamb
10、le Co.Boeing Co.Levi Strauss Co.U.S. Government18.Which of the first four steps of the marketing process asks, “What consumers will we serve?” and “How can we best serve targeted customers?”Step 1: Understanding the marketplaceStep 2: Designing the marketing strategyStep 3: Constructing the marketin
11、g programStep 4: Building profitable relationships with customers19.Which step of the marketing process is the most important?Step 1: Understanding the marketplaceStep 2: Designing the marketing strategyStep 3: Constructing the marketing programStep 4: Building profitable relationships with customer
12、s20.In addition to delighting customers, companies today must also harness technology, think globally and be ethically and socially responsible.True FalseChapter 21.This type of business plan involves adapting the firm to take advantage of opportunities in its constantly changing environment. annual
13、 plan marketing plan strategic plan long-range plan2.A good mission statement should be all of the following except _. market oriented product oriented realistic motivating3.The organization should base its mission statement on its _. profitable goals customers welfare products value distinctive com
14、petencies4.Business portfolio management involves two steps. Step 1 requires the business to analyze its current business portfolio. Step 2 requires it to shape its future portfolio. True False5._ are low-growth, high-share businesses or products. Question marks Cash cows Dogs Stars6._ are high-grow
15、th, high-share businesses or products. Question marks Cash cows Dogs Stars7. Which of the following are limitations to the BCG method of strategic planning? difficult to implement costly provide little advice for the future all of the above8._ has the main responsibility for achieving profitable growth for a company. Management Human resources Marketing All of the above9.Which of the following is an example of market penetration fo
