2008市场营销2008市场营销.doc

chapter1 exercise 1.All of the following are accurate descriptions of modern marketing today, except which one? a.Marketing is creation of value for customers. b.Marketing is customer satisfaction at a profit. c.Selling and advertising are synonymous with marketing. d. Marketing involves building and managing profitable customer relationships. 2. _____ is defined as a social and managerial process by which individuals and groups obtain what they need and want through value creation. a, Selling b Advertising c. Barter d. None of the above are correct 3. Activities such as product development, research, promotion, pricing and distribution are core _____. a,business activities b,marketing activities c,exchange relationship activities d,consumer activities 4, Henry Ford’s philosophy was to perfect the Model T so that its cost could be reduced further for increased consumer affordability. This reflects the _____. a. product concept b. marketing concept c. selling concept d. production concept 5. As the automobile industry matures and competition continues to intensify, marketers face stiff competition. Regal International Cars expects its salespeople to reach their sales quotas using aggressive means. Sales of optional package features that customers are unaware of are tolerated and expected. Regal International Cars is being operated as if it is at the _____ era of the evolutionary process. a. sales b. product c. production d. Marketing 判断 1. As a company, A has perfected the art of online selling without much regard for what the market wants. 2. Selling is managing profitable customer relationships. 3. Product, price, place and promotion make up the elements of a firm’s marketing mix. 4. The twofold goal of marketing is to attract new customers by promisin superior value and to keep and grow current customers by delivering satisfaction. 5. The marketing process begins, continues, and ends with profits. 6. When b