kotler市场营销原理第一章题库含答案tif.doc

Chapter 1 Marketing: Managing Profitable Customer Relationships Multiple Choice Marketing seeks to create and manage profitable customer relationships by delivering _____ to customers. competitive prices superior value superior service superior promotion (b; Easy; p. 5) The marketing manager at Sunshine Car Washes is holding a training session for new employees. She stresses that perhaps the most important concept of modern marketing is _____. customer relationship management e-mail advertising a quality Web site properly trained sales people (a; Moderate; p. 15) This business is now the best-known name on the Net. Barnes and Noble Microsoft A America Online (c; Easy; p. 3) Jeff Bezos, founder of A, wants to deliver a _____ to every customer. special experience superior value wide selection of products none of the above (a; Easy; p. 4) A delivers all of the following benefits except one. Choose it. huge selection good value convenience no refund, credit only policy (d; Challenging; p. 3) Selling on the Web presents serious challenges. A has made large initial investments in computer systems, distribution centers, and _____. customer acquisition inventory employee training employee benefits (a; Moderate; p. 4) Many experts predict that the future will belong to retailers who offer both “clicks” and _____. major discounts bricks superior locations superior promotion (b; Easy; p. 4) You have learned at work that today’s successful companies at all levels have one thing in common: they are strongly customer focused and heavily committed to _____. obtaining the best CEOs increasing wealth to stockholders marketing employee motivation (c; Moderate; p. 5) _____ is managing profitable customer relationships. Management Control Marketing Human Resources (c; Easy; p. 5) The twofold goal of marketing is to attract new customers by promising superior value and to _____. keep and grow current customers by delivering satisfaction keep and grow current customers by delivering c