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Marketing Management营销管理习题及答案(上)参考
Chapter 1: Defining Marketing for the 21st Century
GENERAL CONCEPT QUESTIONS
Multiple Choice
Good marketing is no accident, but a result of careful planning and ________.
execution
selling
strategies
tactics
research
Answer: a Page: 4 Level of difficulty: Medium
Marketing is both an “art” and a “science”—there is constant tension between the formulated side of marketing and the ________ side.
creative
selling
management
forecasting
behavior
Answer: a Page: 4 Level of difficulty: Easy
The most formal definition of marketing is ________.
meeting needs profitably
identifying and meeting human and social needs
the 4Ps (Product, Price, Place, Promotion)
an organizational function and a set of processes for creating, communicating, and delivering, value to customers, and for managing customer relationships in ways that benefit the organization and its stake holders.
improving the quality of life for consumers
Answer: d Page: 6 Level of difficulty: Medium
Marketing management is ________.
managing the marketing process
monitoring the profitability of the companies products and services
selecting target markets
developing marketing strategies to move the company forward
the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value
Answer: e Page: 6 Level of difficulty: Easy
A transaction involves ________.
at least two parties
each party has something that might be of value to the other party
each party is capable of communication and delivery
each party is free to accept or reject the exchange offer
all of the above
Answer: e Pages: 6–7 Level of difficulty: Medium
________ goods constitute the bulk of most countries’ production and marketing efforts.
Durable
Impulse
Physical
Service
Event
Answer: c Page: 8 Level of difficulty: Medium
________ can be produced and marketed as a product.
Information
Celebrities
Durable goods
Organizations
Properties
Answe
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