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.
B) Marketing is managing profitable customer relationships. C) Selling and advertising are synonymous with marketing. D) Marketing involves satisfying customers' needs.
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
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 product's 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, \ 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) According to the simple five-step model of the marketing process, a company needs to ________ before designing a customer-driven marketing strategy. A) determine how to deliver superior value B) build profitable relationships with customers
C) use customer relationship management to create full partnerships with key customers D) understand the marketplace and customer needs and wants E) construct key components of a marketing program Answer: D Diff: 2 Page Ref: 5 AACSB: Communication Skill: Concept Objective: 1-2
6) ________ are human needs as shaped by individual personality and culture. A) Needs B) Wants C) Demands D) Values E) Exchanges Answer: B Diff: 2 Page Ref: 6 Skill: Concept Objective: 1-2
7) When backed by buying power, wants become ________. A) social needs B) demands
C) physical needs D) self-esteem needs E) exchanges Answer: B Diff: 1 Page Ref: 6 Skill: Concept Objective: 1-2
8) What do companies call a set of benefits that they promise to consumers to satisfy their needs
A) market offering B) value proposition C) demand satisfaction
D) need proposition E) evoked set Answer: A Diff: 1 Page Ref: 6 Skill: Concept Objective: 1-2
9) Which of the following refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs A) selling myopia
B) marketing management C) value proposition D) marketing myopia E) the product concept Answer: D Diff: 1 Page Ref: 6 Skill: Concept Objective: 1-2
10) When marketers set low expectations for a market offering, the biggest risk they run is ________.
A) disappointing loyal customers B) decreasing customer satisfaction C) failing to attract enough customers
D) failing to understand their customers' needs E) incorrectly identifying a target market Answer: C Diff: 1 Page Ref: 7 Skill: Concept Objective: 1-2
11) ________ is the act of obtaining a desired object from someone by offering something in return.
A) A value proposition B) Exchange C) Bribery
D) Value creation E) Donation Answer: B Diff: 1 Page Ref: 7 Skill: Concept Objective: 1-2
12) Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities. A) exchange B) marketing C) management D) production
E) customer relationship management Answer: B Diff: 1 Page Ref: 7 AACSB: Communication Skill: Concept Objective: 1-2
13) In the case of excess demand, ________ may be required to reduce the number of customers or to shift demand temporarily or permanently. A) marketing B) demarketing C) value marketing D) surplusing E) negotiating Answer: B Diff: 1 Page Ref: 9 Skill: Concept Objective: 1-3
14) The art and science of choosing target markets and building profitable relationships with them is called ________. A) marketing management B) positioning C) segmentation D) selling
E) differentiation Answer: A Diff: 1 Page Ref: 8 Skill: Concept Objective: 1-3
15) Selecting which segments of a population of customers to serve is called ________. A) market segmentation B) positioning C) customization D) target marketing
E) managing the marketing effort Answer: D
Diff: 1 Page Ref: 8 Skill: Concept Objective: 1-3
16) Which of the following is the set of benefits a company promises to deliver the customer to satisfy their needs
A) a money-back guarantee B) low pricing
C) good customer service D) a value proposition E) an attribute Answer: D Diff: 1 Page Ref: 9 Skill: Concept Objective: 1-3
17) The product concept says that a company should do which of the following A) improve marketing of its best products
B) market only those products with high customer appeal
C) focus on the target market and make products that meet those customers' demands D) focus on making continuous product improvements E) make promoting products the top priority Answer: D Diff: 2 Page Ref: 10 Skill: Concept Objective: 1-3
18) Which concept calls for aggressive selling and focuses on generating transactions to obtain profitable sales A) marketing B) production C) product D) selling
E) societal marketing Answer: D Diff: 1 Page Ref: 10 Skill: Concept Objective: 1-3
19) A firm that uses the selling concept takes a(n) ________ approach. A) outside-in B) myopic C) inside-out D) societal
科特勒市场营销第一章习题答案
