营销chapter1.doc

Exam

Name___________________________________

MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.

1) Jolene's firm markets preplanning services for a mortician. She finds that most of her target market
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wants to avoid discussing their future funeral needs, and she must somehow first get their

attention. Jolene's firm is most likely practicing the ________.

A) selling concept

B) marketing concept

C) relationship concept

D) societal marketing concept

E) production concept

2) You have just taken a new position in an organization and you're learning about the job functions
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of your new colleagues. You observe that your marketing manager is heavily involved in the

process of building and maintaining profitable customer relationships. Your marketing manager

frequently speaks about the need to deliver superior customer value and satisfaction. Your

manager is concerned with which one of the following?

A) database management

B) customer relationship management

C) partner relationship management

D) Web site hits

E) the societal marketing concept

3) Which concept calls for aggressive selling and focuses on generating transactions to obtain
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profitable sales?

A) marketing

B) production

C) selling

D) societal marketing

E) product

4) The product concept says that a company should do which of the following?
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A) market only those products with high customer appeal

B) focus on the target market and make products that meet those customers' demands

C) focus on making continuous product improvements

D) make promoting products the top priority

E) improve marketing of its best products

5) The three areas of consideration that should be balanced in the societal marketing concept are
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consumer wants, society's interests, and ________.

A) human welfare
B) long-term needs
C) short-run wants
D) want satisfaction
E) company profits

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6) A potentially highly profitable, short-term customer is a ________.
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A) true believer

B) butterfly

C) barnacle

D) true friend

E) stranger

7) To create customer value and build strong customer relationships, marketers know they cannot go
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it alone; therefore, they practice ________.

A) customer equity

B) partner relationship management

C) consumer-generated marketing

D) database marketing

E) attractive Web site design

8) Which concept holds that achieving organizational goals depends on knowing the needs and wants
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of target markets and delivering the desired satisfactions better than competitors do?

A) selling

B) product

C) equity

D) production

E) marketing

9) The art and science of choosing target markets and building profitable relationships with them is
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called ________.

A) selling

B) marketing management

C) differentiation

D) positioning

E) segmentation

10) When backed by buying power, wants become ________.
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A) self-esteem needs

B) demands

C) exchanges

D) social needs

E) physical needs

11) According to management guru Peter Drucker, "The aim of marketing is to ________."
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A) make selling unnecessary

B) sell products

C) identify customer demands
D) create customer value
E) set realistic customer expectations

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12) Though often criticized, the selling concept is particularly appropriate and effective with which of
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the following types of products?
A) shopping
B) unsought
C) demarketed D) convenience E) specialty

Refer to the scenario below to answer the following questions.

Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Atop a bluff overlooking the Maine coast, Seagull Terrace had attracted thousands of visits during the summer months, but then faced a tremendous downturn in business during the winter months. "But, given the industry in the nearby towns, very little year-round competition, and our close proximity to Portland," Carol added, "I couldn't understand why seasonality had to hit Seagull Terrace so hard!"

So Carol spent her first winter devising a new marketing plan. She put together a promotional package designed to attract business travelers year-round. Carol's plan, then, involved a seasonal promotional gimmick to be implemented from early winter to late spring–that would attract the same numbers as the large summer crowd. Her idea worked! During her second winter, Carol greeted numerous business travelers–both satisfied repeat guests as well as new guests who had been snagged by her promotional appeals.

"We still have a long way to go," Carol admitted. "Our delicatessen offers delicious entrees, but we'd like to expand that. We provide health club privileges off-site, but we'd like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I'm quite proud of the results." Carol then added, "Actually there are so many possibilities! With an indoor pool area, I will eventually offer weekend get-aways throughout winter."
卡罗尔的草原，海鸥平台的主人，看着她从一个小的投资增长，在短短的几年内蓬勃发展的全年度假海边汽车旅馆。在俯瞰缅因州海岸的一个悬崖上，海鸥的阳台在夏天的几个月里吸引了上千次的访问，但在冬季的几个月里却面临着巨大的经济衰退。”但是，在附近的城镇，非常小的全年竞争，我们的接近波特兰的产业，“颂歌补充说，”我不明白为什么季节性不得不打海鸥平台这么辛苦！”
于是，她第一次花了寒假的时间，设计了一个新的营销计划。她提出了一个促销包，旨在吸引商务旅客全年。卡罗尔的计划，然后，涉及到一个季节性的促销手法，以实施从早冬到春末，这将吸引相同数量的大夏天的人群。她的想法！她的第二冬季，卡罗尔迎来了众多商务旅客–满意回头客以及新的客人已经钩住了她的宣传诉求。
“我们还有很长的路要走，”尔承认。我们的食品供应美味的主菜，但我们想扩大。我们提供健康俱乐部的特权，但我们想最终提供我们自己的。这是我希望在几年内实现的目标。然而，我们的第一个项目，包括一个翻新的客房，我感到非常自豪的结果，“颂歌，然后补充说，”实际上有这么多的可能性！有一个室内游泳池区，我最终会提供周末旅游整个冬天。”
13) Renovations of the guest rooms at the Seagull Terrace and plans to add an indoor pool area are
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examples of the ________ concept.

A) selling

B) marketing

C) production

D) societal marketing

E) product

14) A room upgrade offered by a hotel to a guest who often stays in the hotel is an example of a
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________.

A) club marketing program

B) structural benefit

C) basic customer relationship

D) partner relationship management technique

E) frequency marketing program

15) The final step in the marketing process is ________.
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A) creating customer loyalty

B) capturing value from customers
C) creating customer lifetime value
D) understanding the marketplace
E) designing a customer-driven marketing strategy

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16) A firm that uses the selling concept takes a(n) ________ approach.
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A) myopic

B) outside-in

C) customer service

D) societal

E) inside-out

17) According to the opening scenario, the Tide marketing team is MOST concerned about which of the
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following?

A) maintaining its brand share

B) advertising their product's benefits

C) fostering customers' emotional connections with their product

D) incorporating consumer-generated marketing in the marketing mix

E) comparing the effectiveness of their product to other brands

18) Sally purchased Brand X lotion. In comparing her perception of how the lotion made her skin feel
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and look to her expectations for Brand X lotion, Sally was measuring her level of ________.

A) customer-perceived value

B) demand

C) customer satisfaction

D) customer lifetime value

E) customer equity

19) Suzie Chan strengthens her company's connections by treating suppliers of raw materials, vendors,
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and distributors as partners in delivering customer value. What type of management is she

practicing?

A) marketing

B) supply chain

C) customer development

D) outside partnering

E) inside partnering

20) When marketers set low expectations for a market offering, the biggest risk they run is ________.
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A) incorrectly identifying a target market

B) disappointing loyal customers

C) failing to attract enough customers

D) failing to understand their customers' needs

E) decreasing customer satisfaction

21) Cathy's Clothes is a small retail chain successfully selling women's clothing and accessories with a
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profitable focus on buyers who have relatively modest means. This is an example of ________.

A) social marketing
B) convenience
C) market segmentation
D) target marketing
E) value packing

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22) It is most accurate to say that customers buy from stores and firms that offer which of the
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following?

A) the most concern for society's interests

B) the highest customer-perceived value

C) the highest level of customer satisfaction

D) the most attractive company image

E) the highest value for the dollar

23) Customer-perceived value is determined by a customer's ________ of the benefits and costs of a
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market offering relative to those of competing offers.

A) emotional understanding

B) personal assessment

C) objective evaluation

D) accurate assessment

E) rational expectations

24) Members of the sales team at Dekko International visit only prospective customers who purchase a
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minimum of $50,000 of insulated wire per year. Dekko is using ________.

A) a club marketing program

B) a frequency marketing program

C) selective relationship management

D) a value proposition

E) demarketing

25) Which of the following is currently the fastest-growing form of marketing?
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A) social marketing

B) consumer-generated marketing

C) online marketing

D) mass media marketing
E) word-of-mouth marketing

SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.

26)
Company X carries organizational and office supplies and follows the selling concept.
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Explain how Company X may lose sight of customer relationships with their marketing

Orientation .F

27)
You are a manufacturer of tents, sleeping bags, and outdoor cooking equipment. How
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might you go about creating brand experiences for your customers? F

TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false.

28)
Demarketing is a marketing philosophy focused upon product differentiation and positioning.T
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29)
The societal marketing concept calls on marketers to balance consumer wants and desires,F
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company profits, and society's interests.

30)
The production concept and product concept are orientations that can lead to marketing myopia
T.
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With selective relationship management, companies use customer profitability analysis to
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eliminate losing customers and target winning ones.F

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