2018kOTLER-cHAPTER1资料.doc

Chapter 1 Marketing: Creating and Capturing Customer Value 1) All of the following are accurate descriptions of modern marketing, EXCEPT which one? A) Marketing is the creation of value for customers.为顾客创造价值 B) Marketing is managing profitable customer relationships.建立稳固关系 C) Selling and advertising are synonymous with marketing. D) Marketing involves satisfying customers needs.为顾客创造价值 E) Marketing is used by for-profit and not-for-profit organizations. Answer: C Diff: 2 Page Ref: 2 and 4 Skill: Concept Objective: 1-1 市场营销(marketing)是企业为从顾客处获得利益回报而为顾客创造价值并与之建立稳固关系的过程。 2) According to the opening scenario, the Tide marketing team is MOST concerned about which of the following? A) maintaining its brand share B) fostering customers emotional connections with their product C) advertising their products benefits D) comparing the effectiveness of their product to other brands E) incorporating consumer-generated marketing in the marketing mix Answer: B Diff: 2 Page Ref: 2 Skill: Concept Objective: 1-1 3) According to management guru Peter Drucker, The aim of marketing is to ________. A) create customer value B) identify customer demands C) make selling unnecessary D) set realistic customer expectations E) sell products Answer: C Diff: 2 Page Ref: 5 Skill: Concept Objective: 1-1 4) ________ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation and exchange. A) Selling B) Advertising C) Bartering D) Marketing E) Negotiating Answer: D Diff: 2 Page Ref: 5 Skill: Concept Objective: 1-1 5) Which steps of the five-step marketing process are about understanding customers, creating customer value, and building strong customer relationships? A) the first two only B) the first three only C) the first four only D) the last three only E) the last four only Answer: C Diff: 2 Page Ref: 5 AACSB: Communication Skill: Concept Objective: 1-1 6) According to the simple five-step model