Marketing选择题附答案精修订

GEGROUPsystemofficeroom【GEIHUA16H-GEIHUAGEIHUA8Q8-GEIHUA1688】Marketing选择题附PAGEPAGE3PAGEPAGE3Chapter11.Marketingis_____.A.anotherwordforadvertisingandsalesB.onlyusedbymajorcorporationsC.aboutsatisfyingcustomerneedsD.aboutsimplymakingaprofit2.Thefirststepinthemarketingprocessistoworktounderstandcustomers.TrueFalse3.Oncewehavecreatedvalueforcustomers,thefinalstepinthemarketingprocessistocapturevaluefromthem.TrueFalse4.Themostbasicconceptunderlyingmarketingisthatof_____.profitsproductshumanneedsservices5.Marketerscreatesocialneedsinconsumers.TrueFalse(Marketersdonotcreatecustomerneeds,whethersocial,physicalorindividual.Needsareabasicpartofthehumanmakeup.)6.Theactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturniscalleda(n)_____.exchangeswitchmarketsale7.Theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththemiscalled_____.marketingprofilesmarketingmaneuversmarketingselectionmarketingmanagement8.Whichmarketingphilosophylistedbelowisusefulwhensupplyexceedsdemandandwhenproductioncostsaretoohighandneedtobereduced?productionconceptproductconceptsellingconceptmarketingconcept9.Whichmarketingphilosophybelievesthatanorganizationcanachieveitsgoalsifitknowstheneedsofitstargetmarketwellanddeliverssatisfactionbetterthanitscompetition?productionconceptproductconceptsellingconceptmarketingconcept10.Customerrelationshipmanagement(CRM)issolelyaboutacquiringandkeepingcustomers.TrueFalse(CRMisaboutacquiring,keepingandgrowingcustomers.)11.Tobuildlastingcustomerrelationships,firmsshouldfocusondelivering_____and_____.highqualityproducts;lowpricescustomervalue;customersatisfactioncustomersatisfaction;customergrowthcustomervalue;highprofits12.Itcosts5to10timesmoretofindanewcustomerthantokeepacurrentonehappy.True(Duetochangingdemographics,morecompetition,andovercapacityinmanyindustries,thecostoffindingnewcustomersisrising.)False13.Theaimofcustomerrelationshipmanagementisto_____.createcustomersatisfactioncreatecustomerprofitscreatecustomerdelightcreatecustomerlonging14.Theportionofthecustomer’spurchasingpowerthatacompanygetsinitsproductcategoriesiscalledits_____.customerequityshareofcustomercustomerquotientcustomerlifetimevalue15.Customersthatareagoodfitbetweenacompany’sofferingsandthatareexpectedtobeloyaloverthelongtermarecalled_____.butterfliesbarnaclestruefriendsstrangers16.ThemostdramaticnewtechnologyistheInternet.TrueFalse17.The_____isthenation’s24thlargestadvertiserwithanannualbudgetofover$1billion.ProcterandGambleCo.BoeingCo.LeviStraussCo.U.S.Government18.Whichofthefirstfourstepsofthemarketingprocessasks,“Whatconsumerswillweserve”and“Howcanwebestservetargetedcustomers”Step1:UnderstandingthemarketplaceStep2:DesigningthemarketingstrategyStep3:ConstructingthemarketingprogramStep4:Buildingprofitablerelationshipswithcustomers19.Whichstepofthemarketingprocessisthemostimportant?Step1:UnderstandingthemarketplaceStep2:DesigningthemarketingstrategyStep3:ConstructingthemarketingprogramStep4:Buildingprofitablerelationshipswithcustomers20.Inadditiontodelightingcustomers,companiestodaymustalsoharnesstechnology,thinkgloballyandbeethicallyandsociallyresponsible.TrueFalseChapter21.Thistypeofbusinessplaninvolvesadaptingthefirmtotakeadvantageofopportunitiesinitsconstantlychangingenvironment.annualplanmarketingplanstrategicplanlong-rangeplan2.Agoodmissionstatementshouldbeallofthefollowingexcept_____.marketorientedproductorientedrealisticmotivating3.Theorganizationshouldbaseitsmissionstatementonits_____.profitablegoalscustomers’welfareproduct’svaluedistinctivecompetencies4.Businessportfoliomanagementinvolvestwosteps.Step1requiresthebusinesstoanalyzeitscurrentbusinessportfolio.Step2requiresittoshapeitsfutureportfolio.TrueFalse5._____arelow-growth,high-sharebusinessesorproducts.QuestionmarksCashcowsDogsStars6._____arehigh-growth,high-sharebusinessesorproducts.QuestionmarksCashcowsDogsStars7.WhichofthefollowingarelimitationstotheBCGmethodofstrategicplanningdifficulttoimplementcostlyprovidelittleadviceforthefuturealloftheabove8._____hasthemainresponsibilityforachievingprofitablegrowthforacompany.ManagementHumanresourcesMarketingAlloftheabove9.WhichofthefollowingisanexampleofmarketpenetrationforStarbucks?addingdrive-thruwindowstotheircurrentcoffeeshopsaddingnewstoresintheSoutheast(marketdevelopment)addinghotbreakfastitemstothemenu(productdevelopment)buyingHearMusic(diversification)10.Downsizingisreducingthebusinessportfoliobyeliminatingproductsorbusinessunitsthatarenotprofitableornolongerfitthecompany’soverallimage.TrueFalse11.The_____takesthecustomer’spointofview.HumanResourceDept.ManagementDept.InformationTechnologyDept.MarketingDept.12._____shouldbeatthecenterofacompany’smarketingstrategy.CustomersProfitsProductsEmployees13._____involvesdividingamarketintodistinctgroupsofbuyerswhohavedistinctneeds,characteristics,orbehaviorsandwhomightrequireseparateproductsormarketingmixes.MarketdefinitionTargetmarketingProductpositioningMarketsegmentation14.Oncethevariousmarketsegmentshavebeendetermined,thenextstepinthemarketingstrategyprocessis_____.marketevaluationtargetmarketingproductpositioningmarketpenetration15.Acompanyshouldtargetsegmentsinwhichitcanprofitablygeneratethegreatestcustomervalueandsustainitovertime.TrueFalse16.Thepurposeofaproduct’simagestatementistopresenttheproductinaclear,distinctanddesirablewayrelativetocompetingproductsinthemindsoftargetconsumers.TrueFalse(positioningstatement)17.Thesetofcontrollable,tacticalmarketingtoolsthatthefirmblendstogethertoproduceitsresponsetothewantsofitstargetmarketarecalledits_____.marketingarsenalmarketingmixmarketingportfoliointegratedmarketingoptions(IMOs)18.ThefourP’sinmarketingreferto_____,_____,_____and_____.product;place;price;promotionproduct;property;price;promotionproduction;property;people;promotionproduct;place;promotion;people19.Whichofthe“P’s”listedbelowrelatestoacustomer’scost?productplacepricepromotion20.Managersarecorrectinthinkingthat,“doingthingsright”(implementation)ismoreimportantthan,“doingtherightthings”(strategy).TrueFalse(botharecriticaltosuccess)Chapter31.Acompany’s_____consistsofitssuppliers,marketingintermediaries,customers,competitorsandpublics.macroenvironmentmicroenvironmentbusinessenvironmentmarketingenvironment2._____includeresellers,marketingserviceagenciesandfinancialfirmsthathelpacompanytopromoteandsellitsofferingstoitsfinalcustomers.AdvertisingagenciesSuppliersIntelligencefirmsMarketingintermediaries3.Marketerstodayareonlyconcernedwiththeirconsumermarkets.TrueFalse(marketerstodaymayhavefivetypesofcustomermarkets.Thesearetheconsumermarket,thebusinessmarket,theresellermarket,thegovernmentmarketandtheinternationalmarket.4.Acompany’s_____publicincludesitsworkers,managers,volunteersandboardofdirectors.employeecitizen-actioninternalhumanresource5.ThesinglemostimportantdemographictrendintheU.S.isthechangingagestructureofthepopulation.TrueFalse6.OfthesevengenerationspresentintheU.S.today,_____is(are)thelargestandmostinfluential.theBabyBoomersGenerationXGenerationYtheMillenials7.IntheUnitedStatestoday,marriedcoupleswithchildrenmakeup_____ofthenation’s105millionhouseholds.50%65%25%34%8.ThedisabledmarketisrelativelysmallintheUnitedStatesandisnotbeingactivelypursuedbymarketers.TrueFalse(Marketersareactivelypursuingthismarket,whichislargerthantheHispanicandAfrican-Americanmarkets)9.The“shopuntilyoudrop”mentalityofthe1990’shasbeenreplacedwithamore_____approach.saveallyoucanvalueiskeydon’tshopatallsplurgeregularly10.Therearethreetrendsinthenaturalenvironmentthatmarketersaremonitoring.Theseare_____,_____and_____.shortagesofrawmaterials;increasedlegislation;increasedconsumerismthegreenmovement;shortagesofrawmaterials;increasedpollutionincreasedpollution;increasedgovernmentintervention;shortagesofrawmaterialsincreasedconsumerism;increasedpopulation;increasedethicalexpectations11.Themostdramaticforceshapingbusinesstodayisthe_____environment.naturaltechnologicaleconomicpolitical12.Whichcountryleadstheworldinresearchanddevelopmentspending?UnitedStatesJapanChinaGermany13.Legislationaffectingbusinesshas_____overtheyears.increasedsteadilydecreasedslightlyremainedsteadygrownimmensely14.ThislegislationprohibitsWebsitesoronlineservicesfromcollectingpersonalinformationfromchildrenwithoutparentalconsent.Wheeler-LeaActChildProtectionActChildren’sInternetProtectionActChildren’sOnlinePrivacyProtectionAct15.Whichofthefollowingisnotoneofthereasonsbusinesslegislationisenacted?ToprotectcompaniesfromeachotherToprotectcompaniesfromconsumersToprotectconsumersfromunfairbusinesspracticesToprotecttheinterestsofsociety16.Aperson’scorevaluesandbeliefsareoftenerratic.TrueFalse(People’scorebeliefsandvalueshaveahighdegreeofpersistence.)17.Whichofthefollowingisnotoneofthewaysasociety’svaluesareexpressed?people’sviewofhistorypeople’sviewofsocietypeople’sviewoftheuniversepeople’sviewofothers18.Recently,observershavenotedashiftfroma“mesociety”toa“wesociety.”TrueFalse19.Awomanwhodrivesahybridcar,consistentlyrecycles,andbuys“earth-friendly”products,isactingoutherviewof_____.societyorganizationsothersnature20.Acompanyhasseveraloptionswithregardtoitsmarketingenvironment.Astrongcompanytakesa(n)_____approach.proactivereactiveingenuouspeaceful21.Acompany’smacroenvironmentconsistsofallofthefollowingexcept_____.demographicforceseconomicforcescompetitiveforcesnoneoftheaboveChapter41.Managerstodayoftenreceive_____information.toomuchtoolittleirrelevantboth1and32.A_____consistsofthepeople,equipmentandprocedurestogather,sort,analyzeanddistributeaccurateinformationtomarketingdecisionmakers.marketingintelligencesystemdatabaseminingsystemmarketinginformationsystemmarketingresearchsystem3.Amarketinginformationsystembeginsandendswithinformationfrom_____.customersdatabasesadministratorsusers4.Thecostsofobtaining,processing,storinganddeliveringinformationisrelativelyinexpensive.TrueFalse(thecostscanincreasequickly,forcingmanagerstodecideiftheinformationisworththeexpense)5.Whichofthefollowingisaproblemwithusinginternaldatabases?theinformationwascollectedforanotherreasontheinformationisinthewrongformattheinformationmaybeoutofdatealloftheabove6.Thegoalof_____istoimprovestrategicdecisionmaking,accessandtrackcompetitors’actions,andtoprovideearlywarningofopportunitiesandthreats.competitiveresearchanalysismarketingintelligenceinformationtechnologymarketingsegmentation7.Anewsourceforcompetitor-suppliedinformationistheInternet.TrueFalse8.Whatarethefoursteps(inorder)ofthemarketingresearchprocess?Definetheproblem,developtheresearchplan,implementtheresearchplan,surveytheparticipants.Definetheproblem,developtheresearchplan,implementtheresearchplan,reportthefindings.Definetheproblem,developtheresearchplan,surveytheparticipants,reportthefindings.Developtheresearchplan,implementtheresearchplan,surveytheparticipants,reportthefindings.9.Whatistheoftenthehardeststepinthemarketingresearchprocess?definingtheproblemdevelopingtheresearchplanimplementingtheresearchplanreportingthefindings10.Theobjectiveof_____istogatherpreliminaryinformationthatwillhelpdefinetheproblemandsuggestreasons.causalresearchcompetitiveresearchdescriptiveresearchexploratoryresearch11._____consistsofinformationthatalreadyexistshavingbeencollectedpriortotheresearchplan.PrimarydataSecondarydataExploratorydataSalesresearch12.Researchersusuallystartwith_____whendevelopingtheresearchplan.primarydatasecondarydataprojectionresearchsalesresearch13.Thethreetypesofresearchapproachesamarketermayuseare_____,_____and_____.surveys;observations;historicreviewsobservations;surveys;databasesobservations;experiments;surveysexperiments;databases;surveys14.Themostwidelyusedformofprimaryresearchandtheonebestsuitedfordescriptiveinformationis_____surveyresearchethnographicresearchobservationalresearchexperimentalresearch15.Whichtypeofresearchisbestsuitedforgatheringcausalinformation?surveyresearchethnographicresearchobservationalresearchexperimentalresearch16.Ifamarketerwantedtocollectlargeamountsofinformationatalowcostperrespondent,shecoulduse_____.telephoneinterviewsmailquestionnairesfocusgroupsapproachinterviews17.Ifamarketerwantedtocollectinformationquicklyandallowforflexibleanswers,heshoulduse_____.telephoneinterviewsmailquestionnairesfocusgroupsapproachinterviews18.Interviewerbiasisoftengreaterwith_____.telephoneinterviewsmailquestionnairesfocusgroupsonlinesurveys19.Ifaninterviewerwantedtoreachtheteenmarket,afastandlowcostmethodwouldbetouse_____.telephoneinterviewsmailquestionnairesfocusgroupsonlinesurveys20.Whichofthefollowingisnotoneofthedecisionsamarketermustmakewhendesigningasample?whoshouldbesampledhowmanypeopleshouldbesampledhowthepeopleinthesampleshouldbechosenalloftheaboveareimportantsamplingdecisions21.Oneofthebiggestchallengesfacingmarketingresearcherstodayisthatsomeconsumersbelievecollectingtheresearchviolatestheirprivacy.TrueFalseChapter51.Consumerbehaviorreferstothebuyingbehavioroffinalcustomers.TrueFalse2.Accordingtothetextbook,consumerpurchasesarestronglyinfluencedbycultural,social,personaland_____characteristics.psychologicalemotionalphysicaleconomic3._____isthemostbasiccauseofaperson’swantsandbehavior.GreedFearCultureMaterialism4.WhichofthefollowingisnotavaluenormallypresentedintheU.S.culture?achievementprogressmaterialcomfortcollectivism5.Groupsofpeoplewithsharedvaluesystemsbasedoncommonlifeexperiencesarecalled_____.cohortsgenerationssubculturesaffiliategroups6.Thefastest-growingandmostaffluentsubcultureintheU.S.isthe_____population.HispanicAfricanAmericanAsianAmericanmature7.Socialclassisdeterminedonlybyanindividual’sincome.TrueFalse(Incomeisonlyoneofseveralfactorsusedtodetermineaperson’ssocialclass.Otherfactorsincludeone’soccupation,education,wealthandtypeofresidence.)8.The_____isthemostimportantconsumerbuyingorganizationinsociety.schoolfamilygovernmentbusiness9.Whichofthefollowingisnotapersonalfactorthatinfluencesabuyer’sdecision?beliefsagelifestylepersonality10.TheVALSclassificationsystemmeasuresaperson’s_____.incomeoccupationlifestylepersonality11.Aperson’s_____ishis/heruniquesetofpsychologicalcharacteristicsthatarerelativelyconsistentandlasting.selfesteemselfconceptlifestylepersonality12.Accordingto_____,peoplearelargelyunconsciousabouttherealpsychologicalforcesshapingtheirbehavior.AbrahamMaslowBillGatesAlfredSkinnerSigmundFreud13.Theprocessofselecting,organizingandinterpretinginformationtoformameaningfulpictureoftheworldisreferredtoas_____.perceptionsensationsubliminalimprintingrationalization14.Whenapersonchangeshis/herbehaviorasaresultofanexperience,wesaythat_____hasoccurred.motivationsensationlearningperception15.Ifaperson’sattitudereflectsoneofhis/hercorevalues,thentheattitudeiseasytochange.TrueFalse(Attitudesaredifficulttochangebecausetheyfitintoapattern,andchangingoneattitudemayrequiredifficultadjustmentsinmanyothers.)16.Aconsumerpurchasingfinefurniture(whichisexpensiveandforwhichabrand’snamematters)wouldprobablyresultin_____buyingbehavior.dissonance-reducingvariety-seekingcomplexhabitual17._____buyingbehaviorischaracterizedbylowconsumerinvolvementbutsignificantperceivedbranddifferences.Dissonance-reducingVariety-seekingComplexHabitual18.Thefinalstepinthebuyingdecisionprocessis_____.thepurchaseitselfpostpurchasebehaviorchoosingtheproductgettingtherebate19.Whattwofactorscomebetweenthepurchaseintentionandthepurchasedecision?attitudesofothersandunexpectedsituationalfactorsattitudesofothersandlackofresourcesunexpectedsituationalfactorsandlackofresourcesshortagesandlackofresources(Note:lackofresourcesandshortagesareexamplesofunexpectedsituationalfactors)20.Whatarethetwolargestpopulationsintheadoptionprocess?innovatorsandearlymajorityearlyadoptersandearlymajorityearlymajorityandlatemajorityinnovatorsandlaggards21.Whichofthefollowingdoesnotinfluenceaproduct’srateofadoption?relativeadvantagecompatibilitydivisibilityperceptibilityChapter61.Businessbuyerbehaviorincludesretailersandwholesalerswhobuythingswiththepurposeofmakingaprofit.TrueFalse2.Businessmarketsare_____thanconsumermarkets.considerablylargerslightlylargerslightlysmallernodifferent3.Themaindifferencesbetweenthebusinesstobusiness(B2B)marketandthebusinesstoconsumer(B2C)marketincludeallofthefollowingexcept_____.thedifferencesinmarketstructureanddemandthatpeopleassumebuyingrolesthenatureofthebuyingunitthetypesofdecisionsandthedecisionprocessinvolved4._____isdemandthatultimatelycomesfromthedemandforconsumergoods.ConsumerdemandMarketingdemandDeriveddemandEnd-userdemand5.Whichofthefollowingisnotacharacteristicofthebusinessmarket?Businessmarketsaremoregeographicallyconcentrated.Manybusinessmarketshaveelasticdemand.Businessmarketshavemorefluctuatingdemand.Businessmarketershavefarfewerbutlargercustomers.6.Inrecentyears,relationshipsbetweenbusinesscustomersandsuppliershavegrownmoreadversarial.（敌对的）TrueFalse(Inrecentyears,businesscustomersandsuppliershavebegunworkingtogethermorecloselyas“partners,”notadversaries.)7.Whichofthefollowingisnotoneofthemajortypesofbuyingsituationsfacedbybusinessbuyers?straightrebuynewtaskbuyonlinerebuymodifiedrebuy8.Whichofthebusinessbuyerpurchasedecisionsoffersthegreatestopportunitiesandthegreatestchallengesformarketers?straightrebuynewtaskbuymodifiedrebuyBoth2and39.Thedecision-makingunitofabuyingorganizationiscalledits_____.buyingcenterpurchasingdepartmentheadofficemarketingdepartment10.The_____roleinthepurchasedecisionprocessistocontroltheflowofinformationtoothers.buyer’sgatekeeper’sinfluencer’sdecider’s11.Abusinessbuyingcenterisafixedandformallyidentifiedunitwithinthebuyingorganization.TrueFalse(Thebuyingcenterisnotafixedandformalunitinthebusinessbuyingorganization.Itfluctuatesasdifferentpeopleareneededtomakedifferentpurchases.)12.Whencompetingproductsvarygreatly,businessbuyerspaymoreattentionto_____factors.economicpersonalorganizationalinterpersonal13.Shortagesinkeymaterialsisanimportant_____factor.organizationalindividualenvironmentalinterpersonal14.Individualfactorsareaffectedbyallofthefollowingexcept_____.buyer’sattitudetowardriskbuyer’sincomebuyer’sbuyingstylealloftheaboveaffectindividualfactors15.Onceabusinessbuyerdeterminesaproblemorneed,thenextstepinthebusinessbuyingprocessisto_____.beginasuppliersearchsolicitsuppliers’proposalsdetermineageneralneeddescriptionmakeapurchase16.The8-stagebuyerdecisionmodelwouldmostlikelybeusedfora_____buyingdecision.straightrebuynewtaskonlinemodifiedrebuy17.E-procurementisbeingusedby_____ofbusinessbuyerstoday.33%50%75%90%18.Whichofthefollowingisnotoneofthebenefitsofbusinesstobusinesse-procurement?reducedtransactioncostsforsuppliersreducedtransactiontimebetweenorderanddeliveryenhancedrelationshipsbetweendecades-old（new）suppliersandcustomersincreasedtimeforpurchaserstofocusonstrategicissues19.The_____consistsofschools,hospitals,nursinghomesandprisonsthatprovidegoodsandservicestopeopleintheircare.governmentmarketinstitutionalmarketnon-profitmarketorganizationalmarket20.Unlikebusinessmarkets,governmentmarketsarecloselywatchedbyoutsidepublics.TrueFalseChapter71.Whatisthefirststepintargetmarketing?marketpositioningmarketsegmentationtargetmarketingnoneoftheabove2.Whichofthefollowingstepsoftargetmarketingtakesintoaccountcompetitors’offeringstothemarket?marketpositioningmarketsegmentationmarkettargetingalloftheabove3.Whichofthefollowingisnotawaytosegmentconsumermarkets?geographicsegmentationpsychographicsegmentationdemographicsegmentationalloftheabovearewaystosegmenttheconsumermarket4.Ofthefourmaintypesofsegmentationbasesusedtosegmentconsumermarkets,_____isthemostpopular.geographicsegmentationpsychographicsegmentationdemographicsegmentationbehavioralsegmentation5.Amarketersellingdifferentofferingsindifferentcommunitieswouldbeusing_____segmentation.geographicpsychographicdemographicbehavioral6.Marketerssellingluxurycarsoftenuseincomeasasegmentingvariable.Incomeisonecomponentof_____segmentation.geographicpsychographicdemographicbehavioral7.Socialclass,lifestyleandpersonalitycharacteristicsarethreecomponentsof_____segmentation.geographicpsychographicdemographicbehavioral8.Manymarketersbelievethat_____variablesarethebeststartingpointforbuildingmarketsegments.geographicpsychographicdemographicbehavioral9.Marketersusuallylimittheirsegmentati