科特勒市場營銷第一章習(xí)習(xí)題答案

1、Chapter 1 Marketing: Creating and Capturing Customer Value1) All of the following are accurate descriptions of modern marketing, EXCEPT which oneA) Marketing is the creation of value for customers.B) Marketing is managing profitable customer relationships.C) Selling and advertising are synonymous wi

2、th marketing.D) Marketing involves satisfying customers' needs.E) Marketing is used by for-profit and not-for-profit organizations.Answer: CDiff: 2Page Ref: 2 and 4Skill: ConceptObjective: 1-12) According to the opening scenario, the Tide marketing team is MOST concerned about which of the follo

3、wingA) maintaining its brand shareB) fostering customers' emotional connections with their productC) advertising their product's benefitsD) comparing the effectiveness of their product to other brandsE) incorporating consumer-generated marketing in the marketing mixAnswer: BDiff: 2Page Ref:

4、2Skill: ConceptObjective: 1-13) According to management guru Peter Drucker, "The aim of marketing is to _."A) create customer valueB) identify customer demandsC) make selling unnecessaryD) set realistic customer expectationsE) sell productsAnswer: CDiff: 2Page Ref: 5Skill: ConceptObjective

5、: 1-14) _ 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) SellingB) AdvertisingC) BarteringD) MarketingE) NegotiatingAnswer: DDiff: 2Page Ref: 5Skill: ConceptObjective: 1-15) According to the s

6、imple five-step model of the marketing process, a company needs to _ before designing a customer-driven marketing strategy.A) determine how to deliver superior valueB) build profitable relationships with customersC) use customer relationship management to create full partnerships with key customersD

7、) understand the marketplace and customer needs and wantsE) construct key components of a marketing programAnswer: DDiff: 2Page Ref: 5AACSB: CommunicationSkill: ConceptObjective: 1-26) _ are human needs as shaped by individual personality and culture.A) NeedsB) WantsC) DemandsD) ValuesE) ExchangesAn

8、swer: BDiff: 2Page Ref: 6Skill: ConceptObjective: 1-27) When backed by buying power, wants become _.A) social needsB) demandsC) physical needsD) self-esteem needsE) exchangesAnswer: BDiff: 1Page Ref: 6Skill: ConceptObjective: 1-28) What do companies call a set of benefits that they promise to consum

9、ers to satisfy their needsA) market offeringB) value propositionC) demand satisfactionD) need propositionE) evoked setAnswer: ADiff: 1Page Ref: 6Skill: ConceptObjective: 1-29) Which of the following refers to sellers being preoccupied with their own products and losing sight of underlying consumer n

10、eedsA) selling myopiaB) marketing managementC) value propositionD) marketing myopiaE) the product conceptAnswer: DDiff: 1Page Ref: 6Skill: ConceptObjective: 1-210) When marketers set low expectations for a market offering, the biggest risk they run is _.A) disappointing loyal customersB) decreasing

11、customer satisfactionC) failing to attract enough customersD) failing to understand their customers' needsE) incorrectly identifying a target marketAnswer: CDiff: 1Page Ref: 7Skill: ConceptObjective: 1-211) _ is the act of obtaining a desired object from someone by offering something in return.A

12、) A value propositionB) ExchangeC) BriberyD) Value creationE) DonationAnswer: BDiff: 1Page Ref: 7Skill: ConceptObjective: 1-212) Consumer research, product development, communication, distribution, pricing, and service are all core _ activities.A) exchangeB) marketingC) managementD) productionE) cus

13、tomer relationship managementAnswer: BDiff: 1Page Ref: 7AACSB: CommunicationSkill: ConceptObjective: 1-213) In the case of excess demand, _ may be required to reduce the number of customers or to shift demand temporarily or permanently.A) marketingB) demarketingC) value marketingD) surplusingE) nego

14、tiatingAnswer: BDiff: 1Page Ref: 9Skill: ConceptObjective: 1-314) The art and science of choosing target markets and building profitable relationships with them is called _.A) marketing managementB) positioningC) segmentationD) sellingE) differentiationAnswer: ADiff: 1Page Ref: 8Skill: ConceptObject

15、ive: 1-315) Selecting which segments of a population of customers to serve is called _.A) market segmentationB) positioningC) customizationD) target marketingE) managing the marketing effortAnswer: DDiff: 1Page Ref: 8Skill: ConceptObjective: 1-316) Which of the following is the set of benefits a com

16、pany promises to deliver the customer to satisfy their needsA) a money-back guaranteeB) low pricingC) good customer serviceD) a value propositionE) an attributeAnswer: DDiff: 1Page Ref: 9Skill: ConceptObjective: 1-317) The product concept says that a company should do which of the followingA) improv

17、e marketing of its best productsB) market only those products with high customer appealC) focus on the target market and make products that meet those customers' demandsD) focus on making continuous product improvementsE) make promoting products the top priorityAnswer: DDiff: 2Page Ref: 10Skill:

18、 ConceptObjective: 1-318) Which concept calls for aggressive selling and focuses on generating transactions to obtain profitable salesA) marketingB) productionC) productD) sellingE) societal marketingAnswer: DDiff: 1Page Ref: 10Skill: ConceptObjective: 1-319) A firm that uses the selling concept tak

19、es a(n) _ approach.A) outside-inB) myopicC) inside-outD) societalE) customer serviceAnswer: CDiff: 2Page Ref: 10Skill: ConceptObjective: 1-320) According to the production concept, consumers will favor products that are _ and _.A) satisfying; quality focusedB) advertised; affordableC) in high demand

20、; hard to findD) segmented; convenientE) available; affordableAnswer: EDiff: 3Page Ref: 9Skill: ConceptObjective: 1-321) Though often criticized, the selling concept is particularly appropriate and effective with which of the following types of productsA) convenienceB) shoppingC) specialtyD) unsough

21、tE) demarketedAnswer: DDiff: 2Page Ref: 10Skill: ConceptObjective: 1-322) Customer-driven marketing usually works well when _ and when customers _.A) a clear need exists; are difficult to identifyB) customers know what they want; are loyal to the brandC) a firm can deliver the goods desired; are tho

22、roughly researchedD) a clear need exists; know what they wantE) a need exists; don't know what they wantAnswer: DDiff: 2Page Ref: 11Skill: ConceptObjective: 1-323) Marie Ortiz enjoys her work at Futuristic Designs, Inc. Her organization understands and anticipates customer needs even better than

23、 customers themselves do and creates products and services to meet current and future wants and demands. Marie's firm practices _ marketing.A) customer-drivenB) customer-drivingC) relationshipD) donorE) socialAnswer: BDiff: 2Page Ref: 11Skill: ConceptObjective: 1-324) Which concept holds that fi

24、rms must strive to deliver value to customers in a way that maintains or improves the consumer's and society's well-beingA) marketingB) sellingC) productD) societal marketingE) equityAnswer: DDiff: 1Page Ref: 11AACSB: Ethical ReasoningSkill: ConceptObjective: 1-325) The three areas of consid

25、eration that should be balanced in the societal marketing concept are consumer wants, society's interests, and _.A) human welfareB) want satisfactionC) company profitsD) short-run wantsE) long-term needsAnswer: CDiff: 2Page Ref: 11AACSB: Ethical ReasoningSkill: ConceptObjective: 1-326) The set o

26、f marketing tools a firm uses to implement its marketing strategy is called the _.A) promotion mixB) product mixC) marketing mixD) TQME) marketing effortAnswer: CDiff: 2Page Ref: 12Skill: ConceptObjective: 1-327) Of the following, which is the most important concept of modern marketingA) customer re

27、lationship managementB) societal marketingC) consumer-generated marketingD) properly trained salespeopleE) low pricesAnswer: ADiff: 2Page Ref: 13AACSB: CommunicationSkill: ConceptObjective: 1-428) It is most accurate to say that customers buy from stores and firms that offer which of the followingA)

28、 the highest value for the dollarB) the highest customer-perceived valueC) the highest level of customer satisfactionD) the most attractive company imageE) the most concern for society's interestsAnswer: BDiff: 3Page Ref: 13Skill: ConceptObjective: 1-429) Using customer profitability analysis to

29、 weed out unprofitable customers and target winning ones for pampering is referred to as _.A) customer relationship managementB) positioningC) database marketingD) selective relationship managementE) marketing myopiaAnswer: DDiff: 2Page Ref: 17Skill: ConceptObjective: 1-430) Greater consumer control

30、 means that companies must rely more on marketing by _ than by _.A) interruption; involvementB) interaction; intrusionC) socialization; informationD) producing; sellingE) inspiration; competitionAnswer: BDiff: 2Page Ref: 18AACSB: CommunicationSkill: ConceptObjective: 1-431) The final step in the mar

31、keting process is _.A) capturing value from customersB) creating customer loyaltyC) creating customer lifetime valueD) understanding the marketplaceE) designing a customer-driven marketing strategyAnswer: ADiff: 1Page Ref: 21Skill: ConceptObjective: 1-432) Today almost every company, small and large

32、, is affected in some way by which of the followingA) the societal marketing conceptB) not-for-profit marketingC) global competitionD) customer-generated marketingE) caring capitalismAnswer: CDiff: 2Page Ref: 26Skill: ConceptObjective: 1-533) The difference between human needs and wants is that need

33、s are not influenced by marketers.Answer: TRUEDiff: 2Page Ref: 6Skill: ConceptObjective: 1-234) An experience such as a vacation can be defined as a market offering.Answer: TRUEDiff: 2Page Ref: 6AACSB: Reflective ThinkingSkill: ApplicationObjective: 1-235) When it becomes necessary to reduce demand

34、for a product or service, an organization may use demarketing to reduce or shift the number of customers.Answer: TRUEDiff: 1Page Ref: 9Skill: ConceptObjective: 1-31) In a short essay, explain how and why marketers go beyond selling a product or service to create brand experiences. Answer: Sellers ar

35、e most effective when they focus more on the benefits and experiences produced by their products and services than on the specific products and services themselves. Smart marketers focus on creating a brand experience, incorporating several products and services for their customers. By doing so, mar

36、keters hope to increase customer satisfaction, creating a body of customers who will repeatedly purchase their market offerings and recommend those offerings to friends.Diff: 2Page Ref: 7AACSB: Analytic SkillsSkill: ApplicationObjective: 1-22) Briefly explain the societal marketing concept. Give an

37、example of an organization that has effectively used the societal marketing concept. Answer: According to this concept, firms will succeed if they take underlying consumer needs and society's well being into account over the long term. A pure marketing concept can damage consumers' long-run

38、welfare by focusing exclusively on satisfying consumers' short-run wants. Over a long period of time, this too-narrow focus can be damaging to the company. In setting their marketing strategies, marketers today need to balance company profits, consumer wants, and society's interests. Johnson

39、 & Johnson is an example of a company that has successfully implemented the societal marketing concept. The organization stresses honesty, integrity, and putting people before profits, an ethic that helped Johnson & Johnson quickly address and recover from the poisonous tampering of Tylenol capsules