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, Amazon.com 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 backed by buying power, wants become demands.
chapter1锻炼多项选择
1.1。All of the following are accurate descriptions of modern marketing today,以下是
准确的描述现代营销今天,
except which one?除了哪一个?
a.一个。Marketing is creation of value for customers.市场营销是为消费者创造价
值。
b.B。Marketing is customer satisfaction at a profit.市场营销是客户满意度获利。 c.C。Selling and advertising are synonymous with marketing.销售和广告营销的同义词。
d.d。 Marketing involves building and managing profitable customer市场营销包括
构建和管理有利可图的客户 relationships.人际关系。
2.2。 _____ is defined as a social and managerial process by which individuals and
groups obtain what they need and want through value creation._____被定义为一个社会和管理过程的个人和团体获得他们所需要的和想要通过价值创造。
a,一个, Selling销售 bB Advertising广告 c.C。 Barter易货
d.d。 None of the above are correct以上都是正确的
3. 3。Activities such as product development, research, promotion, pricing and活动,
如产品开发、研究、推广、定价和 distribution are core _____.分布是核心_____。
a,一个,business activities业务活动 b,marketing activities b,营销活动 c,exchange relationship activities c,交换关系的活动 d,consumer activities d,消费活动
4,4, Henry Ford?s philosophy was to perfect the Model T so that its cost could be亨
利·福特的哲学是完美的T型车,这样它的成本可能是 reduced further for increased consumer affordability. 进一步增加消费者的购买力下降。This reflects the _____.这反映了_____。
a.一个。 product concept产品概念
b.B。 marketing concept营销概念 c.C。 selling concept销售概念
d.d。 production concept生产观念
5.5。 As the automobile industry matures and competition continues to intensify,随着汽车工业
的成熟和竞争继续加大, marketers face stiff competition. 营销者面临激烈的竞争。Regal International Cars expects its salespeople to reach their sales quotas using aggressive means. 利嘉国际汽车预计其销售人员达成销售配额使用激进的手段。Sales of optional package features that customers are unaware of are tolerated and expected. 销售的可选包特性,客户不知道是容忍和预期。Regal International Cars is being operated as if it is at the _____ era of the evolutionary process.利嘉国际汽车在操作时好像是在_____时代的进化过程。
a.一个。 sales销售 b.B。 product产品 c.C。 production生产 d.d。 marketing营销
例如:
1.1。As a company, Amazon.com has perfected the art of online selling without作为一个公司,Amazon.com已经完善了艺术的在线销售没有 much regard for what the market wants.太在乎市场所需的。
Answer: (False)答:(False)
2.2。 Selling is managing profitable customer relationships.销售是有利可图的客户关系管理。
Answer:答: T
3.3。 Product, price, place and promotion make up the elements of a firm?s产品、价格、地点和促销组成元素的一个公司 marketing mix.市场营销组合。
Answer:答: F
4.4。 The twofold goal of marketing is to attract new customers by promisin这个双重目标的市场营销都是由promisin来吸引新顾客 superior value and to keep and grow current customers by delivering更好的价值和保持现有客户和成长的交付 satisfaction.满意度。
Answer:答:T
5.5。 The marketing process begins, continues, and ends with profits.营销过程开始,继续,以利润。
Answer:答:F
6.6。 When backed by buying power, wants become demands.当由购买力,希望成为的要求。
Answer:答:
Chapter 2,Marketing Strategy,Exercise
1._____ is the task of selecting an overall company strategy for long-run survival and growth.
a. Strategic market planning b. Annual market planning c. Short-term planning
d. None of the above is correct
2. What is our business? Who is our customer? What do our customers value? What should our business be? All these simple-sounding questions define a firm?s _____.
a. objectives and goals b. mission statement c. business portfolio
d. marketing and functional strategies
3. All of the following are accurate descriptions of a company?s mission statement, except which one?
a. Mission statement should be realistic. b. Mission statement should be broad.
c. Mission statement should fit the market environment.
d. Mission statements should be written for ?public relations? purposes.
4. Most portfolio analysis methods evaluate SBUs on two dimensions, namely _____ and _____.
a. market share; sales
b. market growth rate; relative market share c. market attractiveness; market growth rate
d. none of the above is correct
5. The BCG growth-share matrix classifies four types of SBUs. They are _____, _____, _____ and _____.
a. product; price; place and promotion b. sales; market share; price and promotion
c. stars; cash cows; question marks and dogs d. none of the above is correct
6. Making more sales to current customers without changing a firm?s products is _____.
a. market development
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