营销chapter1.doc

Exam Name___________________________________ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) Jolenes firm markets preplanning services for a mortician. She finds that most of her target market 1) wants to avoid discussing their future funeral needs, and she must somehow first get their attention. Jolenes firm is most likely practicing the ________. A) selling concept B) marketing concept C) relationship concept D) societal marketing concept E) production concept 2) You have just taken a new position in an organization and youre learning about the job functions 2) of your new colleagues. You observe that your marketing manager is heavily involved in the process of building and maintaining profitable customer relationships. Your marketing manager frequently speaks about the need to deliver superior customer value and satisfaction. Your manager is concerned with which one of the following? A) database management B) customer relationship management C) partner relationship management D) Web site hits E) the societal marketing concept 3) Which concept calls for aggressive selling and focuses on generating transactions to obtain 3) profitable sales? A) marketing B) production C) selling D) societal marketing E) product 4) The product concept says that a company should do which of the following? 4) A) market only those products with high customer appeal B) focus on the target market and make products that meet those customers demands C) focus on making continuous product improvements D) make promoting products the top priority E) improve marketing of its best products 5) The three areas of consideration that should be balanced in the societal marketing concept are 5) consumer wants, societys interests, and ________. A) human welfare B) long-term needs C) short-run wants D) want satisfaction E) company profits  1 6) A potentially highly profitable, shor