2010市场营销2010市场营销.doc

2010test chapter3 1) Which of the following terms is used to describe the factors and forces outside marketing that affect marketing managements ability to build and maintain successful relationships with target customers? A) the marketing environment B) strategic planning C) target markets D) the marketing mix E) none of the above 2) You are directed to study the factors that are larger societal forces that affect your company–demographic, economic, natural, technological, political, and cultural. What are you studying? A) the macro-environment宏观环境 B) the microenvironment微观环境 C) the marketing environment D) the marketing mix E) the global environment 3) Which of the following is NOT an example of a public that is part of a companys marketing environment? A) financial B) media C) government D) citizen-action E) marketing department市场部门 4) Your marketing department is currently researching the size, density, location, age, and occupations of your target market. Which environment is being researched? A) demographic B) psychographic C) economic D) geographic E) cultural 5) The ________ environment consists of factors that affect consumer purchasing power and spending patterns. A) cultural B) political C) technological D) economic ？？？？？？？？？？？6) The natural resources that are needed as inputs by marketers or that are affected by marketing activities are referred to as the ________. A) raw material market B) natural environment C) endangered environment D) green movement E) factors of production 7) A societys basic values, perceptions, preferences, and behaviors are all part of its ________ environment. A) social B) cultural C) political D) cultural-economic E) natural 8) A societys ________ are expressed in how people view themselves, organizations, society, nature, and the universe. A) marketing responses B) cultural values C) demographics D) public policies E) economies 9) Marketers, more than any other group in the company, must be aware of the microenvironment and ma