armstrong01 - tif

Chapter 1

Marketing: Managing Profitable Customer Relationships

Multiple-Choice 1. Central to any definition of marketing is _____.

a. demand management b transactions

c. customer relationships d. making a sale

Answer: (c) Difficulty (1) Page: 6

2. 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(同义的) with marketing. d. Marketing involves building and managing profitable customer relationships.

Answer: (c) Difficulty: (1) Page: 6

3*. According to Jeff Bezos, CEO of Amazon.com, a crucial dimension of an

outstanding marketing company is_____. a. to create genuine value for customers

b. a relentless（无情的） pursuit （追求）of customer needs c. to build on customer relationships and profits will follow d. all of the above are correct Answer: (d) Difficulty: (2) Page: 4

4. ___Marketing__ 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 Answer: (d) Difficulty: (3) Page: 6 5. Society and culture shape the basic form of human needs called _____. a. needs

b. wants c. demands d. value

Answer: (b) Difficulty: (2) Page: 7

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When backed by buying power, wants become _____. a. social needs b. demands

c. physical needs d. self-esteem needs

Answer: (b) Difficulty (1) Page: 7

7. The fundamental reason America‘s most admired firms, including Wal-Mart, Proctor & Gamble and Disney, conduct extensive research is to _____.

a. maximize profits b. increase market share c. increase sales

d. understand customer‘s needs, wants and demands Answer: (d) Difficulty: (2) Page: 7 8.

_____ refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs. a. Selling myopia b. Marketing c. Selling

d. Marketing myopia(营销近视症)

Answer: (d) Difficulty (2) Page: 13

9. American brand icons, including Harley Davidson, Coca-Cola and Nike, create deep brand(品牌体验) meanings for consumers and do not suffer from _____. a. short-term losses b. long-term losses c. competitive threats d. marketing myopia

Answer: (d) Difficulty (2) Page: 13 10.

_____ are key building blocks for developing and managing customer

relationships. （顾客价值和顾客满意是发展和管理顾客关系的关键基石） a. Consumer expectations and customer satisfaction b. Customer choices and product offers c. Product performance and customer value d. Customer value and customer satisfaction Answer: (d) Difficulty: (3) Page: 11

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11. The response to the well-known Wal-Mart cheer which always ends with the closing question, ―Who‘s number 1?‖ is_____.

a. low prices, always low prices b. Wal-Mart, Always! c. Exxon Mobil

d. the customer, always!

Answer: (d) Difficulty: (3) Page: 6

12. Amazon.com‘s primary obsession（观念） is to deliver a special _____ to every

customer.

a. assortment of products b. book store c. experience

d. set of recommendations Answer: (c) Difficulty: (2) Page: 4 13. All of the following phrases reflect the marketing concept, except which one? a. We don‘t have a Marketing Department, we have a Customer Department. b. We make it happen for you. c. We stay close to customers.

d. Putting profits ahead of customer needs is critical （决定性的）to the health of the firm.

Answer: (d) Difficulty: (1) Page: 13

14.*应该不会考的 All of the phrases below are examples of transactions（交易）, except which one? a. John purchases a television set from Sears for $350.

b. Sally votes for her local senator who promises to cut property taxes. c. Peter donates his old car to the American Lung Association for a tax deduction.

d. Walter fails to send his membership renewal dues in time to the American Marketing Association. Answer: (d) Difficulty: (1) Page: 8 15. An example of a(n) _____ is when a customer pays Circuit City $250 and

receives a television set in return. a. exchange b. transaction c. market d. segment

Answer: (b) Difficulty: (1) Page: 8

16. ______ is the set of actual and potential buyers of a product.（市场是产品实际和潜在购买者的集合）

a. A market

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b. An audience c. A group d. A segment

Answer: (a) Difficulty: (2) Page: 10

17. According to the famed father of Direct Marketing, Lester Wunderman, which of

the following phrases reflects the marketing concept? a. The supplier is king.

b. Marketing should be viewed as hunting and not gardening. c. This is what I make, won‘t you please buy it?

d. This is what I want, won‘t you please make it?（重要的是我需求什么而不是你是做什么的。）

Answer: (d) Difficulty (3) Page: 13

18. 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

Answer: (b) Difficulty (3) Page: 13 19.

According to the American Customer Satisfaction Index, for each of the last two years, ______ has been rated the highest ever in customer satisfaction for an online service company. a. Ebay b. Wal-Mart c. Nike

d. Amazon.com（亚马逊） Answer: (d) Difficulty (3) Page: 3

20*. Ask Jason Klar, vice president of Amazon.com and you will be intrigued by what

he calls the _____ that makes the Amazon.com experience really special for visitors.

a. ―good value‖ factor b. ―convenience‖ factor c. ―clicks and mortar‖ factor d. ―discovery‖ factor

Answer: (d) Difficulty (2) Page: 5

21.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

Answer: (a) Difficulty (2) Page: 11

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