chapter 4,5marketing题库

第四讲市场营销环境分析练习卷第四讲市场营销环境分析练习卷班级：学号：姓名：一、单选题：1、宗教信仰属于企业环境因素中的（）。

A.宏观环境B.微观环境。

2、原材料短缺属于企业环境因素中的（）。

A.宏观环境B.微观环境。

3、网络营销的产生是（）因素影响的结果。

A.自然环境B.社会环境C.技术环境。

4、收入的变化属于企业环境因素中的（）。

A.宏观环境B.人文环境C.经济环境。

5、企业员工对企业的影响属于企业环境因素中的（）。

A.宏观环境B.人文环境C.内部环境。

6、“不得使用不可降解的一次性快餐用具”的规定属于（）。

A.政治环境B.顾客环境C.文化环境。

7、印度对牛的崇拜属于（）。

A.宗教环境B.习俗C.竞争环境。

8、人们对环保和社会道德的呼声越来越高，这说明企业面对的（）环境发生了变化。

A．经济 B.人文 C.文化。

9、希尔顿饭店在经济危机时兼并其他饭店，在经济高速增长时卖出企业，从而获得巨大财务收益。

这是由于该公司利用了（）环境提供的营销机会。

A.经济B.人文C.社会。

10、（）是向企业及其竞争者提供生产经营所需资源的企业或个人。

A．供应商 B.中间商 C.广告商 D.经销商11、（）主要指协助企业促销、销售和经销其产品给最终购买者的机构。

A.供应商B．制造商 C.营销中间商 D. 广告商12、影响消费需求变化的最活跃的因素是（）。

A.个人可支配收入B．可任意支配收入C.个人收入D.人均国内生产总值13、恩格尔定律表明，随着消费者收入的提高，恩格尔系数将（）。

A.越来越小 B .保持不变 C.越来越大 D.趋近于零14、（）主要指一个国家或地区的民族特征、价值观念、生活方式、风俗习惯、宗教信仰、伦理道德、教育水平和语言文宁等的总和。

A.社会文化B.政治法律C.科学技术D.自然资源15、（）指人们对社会生活中各种事物的态度和看法。

A.社会习俗B.消费心理C.价值观念D.营销道德16、威胁水平和机会水平都高的业务，被叫做（）。

Marketing Revision Part IIChapter 8 Product, Services, and Branding Strategies: Building CustomerValue1) We define a ________ as anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.A) private brandB) service variabilityC) serviceD) productE) service encounterAnswer: DDiff: 1 Page Ref: 224AACSB: CommunicationSkill: ConceptObjective: 8-12) ________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.A) Line extensionsB) ServicesC) BrandsD) Consumer productsE) SupplementsAnswer: BDiff: 1 Page Ref: 224AACSB: CommunicationSkill: ConceptObjective: 8-13) A product is a key element in the ________. At one extreme, it may consist of pure tangible goods or at the other extreme, pure services.A) market offeringB) brand equityC) brand extensionD) co-brandingE) value chainAnswer: ADiff: 1 Page Ref: 224AACSB: CommunicationSkill: ConceptObjective: 8-14) To differentiate themselves, many companies are going beyond products and services, they are developing and delivering customer ________.A) qualityB) experiencesC) brandsD) product linesE) eventsAnswer: BDiff: 2 Page Ref: 224AACSB: CommunicationSkill: ConceptObjective: 8-15) Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the ________, which addresses the question, "What is the buyer really buying?"A) actual productB) augmented productC) core customer valueD) co-brandingE) exchangeAnswer: CDiff: 2 Page Ref: 225AACSB: CommunicationSkill: ConceptObjective: 8-16) Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by ________ such as quality, features, and style and design.A) private brandsB) product attributesC) consumer productsD) product mixesE) marketing toolsAnswer: BDiff: 3 Page Ref: 229AACSB: CommunicationSkill: ConceptObjective: 8-27) ________ is one of the marketer's major positioning tools because it has a direct impact on product or service performance; it is therefore closely linked to customer value and satisfaction.A) PackagingB) Product qualityC) Total quality managementD) Specialty product marketingE) PositioningAnswer: BDiff: 2 Page Ref: 229AACSB: CommunicationSkill: ConceptObjective: 8-28) ________ is an approach in which all the company's people are involved in constantly improving the products, services, and business processes.A) Product qualityB) Brand equityC) Total quality managementD) Specialty product marketingE) PositioningAnswer: CDiff: 2 Page Ref: 230Skill: ConceptObjective: 8-29) What are the two dimensions of product quality?A) consistency and levelB) performance and resistanceC) design and innovationD) conformance and styleE) feature and designAnswer: ADiff: 2 Page Ref: 230Skill: ConceptObjective: 8-210) Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance?A) private brandB) productC) total quality managementD) conformanceE) adherenceAnswer: DDiff: 2 Page Ref: 230Skill: ConceptObjective: 8-211) Some analysts see ________ as the major enduring asset of a company, outlasting the company's specific products and facilities.A) brandsB) convenience productsC) specialty productsD) unsought productsE) staplesAnswer: ADiff: 1 Page Ref: 235AACSB: CommunicationSkill: ConceptObjective: 8-312) A key element in a company's relationship with consumers, a ________ represents consumers' perceptions and feelings about a product and its performance.A) product lineB) product experienceC) brandD) serviceE) product attributeAnswer: CDiff: 2 Page Ref: 236AACSB: CommunicationSkill: ConceptObjective: 8-313) Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength?A) brand differentiationB) brand knowledgeC) brand valuationD) brand esteemE) brand relevanceAnswer: CDiff: 3 Page Ref: 236AACSB: CommunicationSkill: ConceptObjective: 8-314) The total financial value of a brand is estimated through the process of brand________.A) differentiationB) valuationC) extensionsD) positioningE) equityAnswer: BDiff: 2 Page Ref: 236AACSB: CommunicationSkill: ConceptObjective: 8-315) The fundamental asset underlying brand equity is ________–-the value of the customer relationships that the brand creates. A powerful brand is important, but what it really represents is a set of loyal consumers.A) the customer mixB) customer equityC) line equityD) service variabilityE) the service encounterAnswer: BDiff: 3 Page Ref: 238AACSB: CommunicationSkill: ConceptObjective: 8-316) ________ means that services cannot be separated from their providers, whether the providers are people or machines.A) Service intangibilityB) Service inseparabilityC) Service variabilityD) Service perishabilityE) Service heterogeneityAnswer: BDiff: 1 Page Ref: 245Skill: ConceptObjective: 8-417) Which of the following is NOT one of the links in the service-profit chain, linking service firm profits with employee and customer satisfaction?A) internal service qualityB) evidence managementC) satisfied and productive service employeesD) satisfied and loyal customersE) healthy service profits and growthAnswer: BDiff: 3 Page Ref: 246Skill: ConceptObjective: 8-418) Through ________, the service firm trains and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.A) service inseparabilityB) service intangibilityC) service variabilityD) internal marketingE) external marketingAnswer: DDiff: 2 Page Ref: 247Skill: ConceptObjective: 8-419) Because service quality depends on the quality of buyer-seller interaction during the service encounter, service marketers use ________ to train employees in the art of interacting with customers to satisfy their needs.A) interactive marketingB) service differentiationC) service productivityD) internal marketingE) external marketingAnswer: ADiff: 2 Page Ref: 247Skill: ConceptObjective: 8-420) All of the following are methods for developing a differentiated service offer, delivery, or image EXCEPT ________.A) offering innovative featuresB) increasing the quantity of service by giving up some qualityC) having more reliable customer-contact peopleD) developing symbols and brandingE) designing a superior delivery processAnswer: BDiff: 2 Page Ref: 248Skill: ConceptObjective: 8-421) A service is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.Answer: FALSEDiff: 1 Page Ref: 224Skill: ConceptObjective: 8-122) Sony offers consumers more than just camcorders; it provides consumers with a complete solution to their picture-taking problems. This offering is called an augmented product.Answer: TRUEDiff: 3 Page Ref: 225AACSB: Reflective ThinkingSkill: ApplicationObjective: 8-123) Unsought products are products that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort.Answer: FALSEDiff: 1 Page Ref: 226Skill: ConceptObjective: 8-124) Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.Answer: TRUEDiff: 2 Page Ref: 226Skill: ConceptObjective: 8-125) Style is a larger concept than design. Design describes the appearance of a product.Answer: FALSEDiff: 3 Page Ref: 230Skill: ConceptObjective: 8-226) Branding can add consumer value to a product.Answer: TRUEDiff: 2 Page Ref: 231AACSB: CommunicationSkill: ConceptObjective: 8-227) Because so many purchase decisions are made in stores, a product's packaging may be a seller's last and best chance to influence consumers.Answer: TRUEDiff: 2 Page Ref: 232AACSB: CommunicationSkill: ConceptObjective: 8-228) Product support services identify the product or brand, describe several things about the product, and promote the product through attractive graphics. Answer: FALSEDiff: 2 Page Ref: 233AACSB: CommunicationSkill: ConceptObjective: 8-229) Quaker produces a variety of cereals. This variety is called its product line. Answer: TRUEDiff: 2 Page Ref: 234AACSB: Reflective ThinkingSkill: ApplicationObjective: 8-230) Cannibalization and customer confusion about product differentiation are two potential results if line filling is overdone.Answer: TRUEDiff: 3 Page Ref: 234Skill: ConceptObjective: 8-2Chapter 9 New-Product Development and Product Life-Cycle Strategies1) What are the two ways that a company can obtain new products?A) line extension and brand managementB) internal development and brand managementC) new-product development and acquisitionD) service development and product extensionE) market mix modification and research and developmentAnswer: CDiff: 2 Page Ref: 258Skill: ConceptObjective: 9-12) Product improvements, product modifications, and original products can all be classified as ________.A) pioneer productsB) new productsC) product conceptsD) product ideasE) test productsAnswer: BDiff: 1 Page Ref: 258Skill: ConceptObjective: 9-13) Which of the following is NOT a potential reason for a new product to fail?A) an underestimated market sizeB) a poorly designed productC) an incorrectly positioned productD) higher than anticipated costs of product developmentE) ineffective advertisingAnswer: ADiff: 2 Page Ref: 258Skill: ConceptObjective: 9-14) Which of the following is NOT a challenge presented by the product life cycle thata firm must face?A) All products eventually decline.B) Changing tastes, technologies, and competition affect the marketing of the product as it passes through lifecycle stages.C) A firm must be good at developing new products to replace aging ones.D) A firm must be good at adapting its marketing strategies.E) It is difficult to plot the stages as a product goes through them.Answer: EDiff: 2 Page Ref: 258Skill: ConceptObjective: 9-15) The creation of a successful new product depends on a company's understanding of its ________ and its ability to deliver ________ to customers.A) competitors, distributors, and employees; new stylesB) customers, brands, products; product imagesC) customers, competitors, and markets; superior valueD) product, marketing mix, and marketing strategy; functional featuresE) product life cycle, legal responsibilities, and social responsibilities; innovations Answer: CDiff: 2 Page Ref: 259Skill: ConceptObjective: 9-26) A ________ is the way consumers perceive an actual or potential product.A) product ideaB) product conceptC) product imageD) test marketE) concept testAnswer: CDiff: 1 Page Ref: 262AACSB: CommunicationSkill: ConceptObjective: 9-27) An attractive idea must be developed into a ________.A) product ideaB) product conceptC) product imageD) test marketE) product strategyAnswer: BDiff: 2 Page Ref: 262Skill: Concept8) ________ calls for testing new-product concepts with groups of target consumers.A) Concept developmentB) Concept testingC) Idea generationD) Idea screeningE) Test marketingAnswer: BDiff: 1 Page Ref: 263Skill: ConceptObjective: 9-29) In the concept testing stage of new-product development, a product concept in________ form is presented to groups of target consumers.A) physical or symbolicB) prototypeC) finalD) market-testedE) commercialAnswer: ADiff: 2 Page Ref: 263Skill: ConceptObjective: 9-210) With what groups do firms conduct concept testing for new products?A) suppliersB) employeesC) target customersD) manufacturersE) competitorsAnswer: CDiff: 3 Page Ref: 263Skill: ConceptObjective: 9-211) Following the decision to "time" the introduction of the new product, a company must decide ________ to launch the new product.A) whereB) howC) to what degreeD) whyE) all of the aboveAnswer: ADiff: 2 Page Ref: 268Skill: Concept12) Which of the following is necessary for successful new-product development?A) a holistic and sequential product development approachB) a customer-centered, team-based, systematic approachC) a team-based, innovation-management approachD) a market pioneer mindset and a holistic approachE) an innovation management system and sequential product development Answer: BDiff: 3 Page Ref: 268Skill: ConceptObjective: 9-213) Which stage of the new-product development process focuses on finding new ways to solve customer problems and create more customer-satisfying experiences?A) concept testingB) new-product developmentC) customer-centered new-product developmentD) sequential product developmentE) team-based new-product developmentAnswer: CDiff: 1 Page Ref: 269Skill: ConceptObjective: 9-214) ________ is a new-product development approach in which one company department works to complete its stage of the process before passing the new product along to the next department and stage.A) Team-based product developmentB) Simultaneous product developmentC) Sequential product developmentD) Product life-cycle analysisE) MicromarketingAnswer: CDiff: 2 Page Ref: 269Skill: ConceptObjective: 9-215) In order to get their new products to market more quickly, many companies are adopting a faster, team-oriented approach called ________.A) simulated new-product developmentB) sequential product developmentC) team-based new-product developmentD) phased-in new-product developmentE) market developmentDiff: 1 Page Ref: 270Skill: ConceptObjective: 9-216) Which stage of the typical consumer product life cycle is out of order below?A) product developmentB) introductionC) maturityD) growthE) declineAnswer: CDiff: 2 Page Ref: 273Skill: ConceptObjective: 9-317) Which of the following CANNOT be described using the PLC concept?A) product classB) product formC) product imageD) brandE) stylesAnswer: CDiff: 3 Page Ref: 273Skill: ConceptObjective: 9-318) All of the following are accurate descriptions of a style product, EXCEPT which one?A) Style products appear in home, clothing, and art.B) Once a style is invented, it may last for generations.C) A style has a cycle showing several periods of renewed interest.D) Styles last only a short time and tend to attract only a limited following.E) Styles are basic and distinctive modes of expression.Answer: DDiff: 2 Page Ref: 274Skill: ConceptObjective: 9-319) The PLC concept can be applied by marketers as a useful framework for describing how ________.A) to forecast product performanceB) to develop marketing strategiesC) products and markets workD) concept testing is conductedE) product ideas are developedDiff: 3 Page Ref: 274Skill: ConceptObjective: 9-320) Using the PLC concept to develop marketing strategy can be difficult because strategy is both a ________ and a(n) ________ of the product's life cycle.A) mirror image; causeB) cause; resultC) result; mirror imageD) beginning; endE) purpose; effectAnswer: BDiff: 3 Page Ref: 274Skill: ConceptObjective: 9-321) Manufacturers must comply with specific laws regarding ________.A) price structuresB) product quality and safetyC) product placementD) distribution channelsE) product life cyclesAnswer: BDiff: 1 Page Ref: 280AACSB: Ethical ReasoningSkill: ConceptObjective: 9-422) Because of ________, a company cannot make its product illegally similar to a competitor's already established product.A) anti-monopoly lawsB) patent lawsC) the Consumer Product Safety ActD) product warrantiesE) product liabilityAnswer: BDiff: 1 Page Ref: 280AACSB: Ethical ReasoningSkill: ConceptObjective: 9-423) Which of the following best describes the role of a product steward?A) to protect consumers from harmB) to evaluate new-product ideas against a set of general criteriaC) to develop a new-product concept into a physical productD) to protect the company from liability by identifying and solving potential product problemsE) A and DAnswer: EDiff: 3 Page Ref: 280AACSB: Ethical ReasoningSkill: ConceptObjective: 9-424) The advantages of standardizing an international product include all of the following EXCEPT ________.A) the development of a consistent imageB) lower product design costsC) the adaptation of products to different marketsD) decreased manufacturing costsE) lower marketing costsAnswer: CDiff: 2 Page Ref: 281Skill: ConceptObjective: 9-425) Because names, labels, and colors may not easily translate from one country to another, international marketers must carefully assess ________.A) product standardizationB) market rolloutC) the product life cycleD) packagingE) stylesAnswer: DDiff: 2 Page Ref: 281AACSB: Multicultural and DiversitySkill: ConceptObjective: 9-426) Blair Housewares wants to add new lines of products to its 46-store chain. Managers are correct in believing that the purpose of idea generation is to create a few ideas, and the purpose of succeeding stages is to increase that number.Answer: FALSEDiff: 2 Page Ref: 262AACSB: Analytic SkillsSkill: ApplicationObjective: 9-227) A product idea is an idea for a possible product a company can offer the market, while a product concept is a detailed version of the idea stated in meaningful consumer terms.Answer: TRUEDiff: 3 Page Ref: 262Skill: ConceptObjective: 9-228) Concept testing works best with people who are familiar with the new idea and the new product's purpose. This generally includes top management, the sales force, and research and development.Answer: FALSEDiff: 3 Page Ref: 263Skill: ConceptObjective: 9-229) GreenTree Lawn and Garden Products is engaged in marketing strategy development. Management should first create a statement outlining the product's planned price, distribution, and marketing budget for the first year.Answer: FALSEDiff: 3 Page Ref: 263AACSB: Analytic SkillsSkill: ApplicationObjective: 9-230) GreenTree Lawn and Garden Products is engaged in a review of the sales, costs, and profit projections for some new products to find out whether they satisfy the company's objectives. This activity is called business product development. Answer: FALSEDiff: 2 Page Ref: 264AACSB: Reflective ThinkingSkill: ApplicationObjective: 9-2Chapter 10 Pricing Products: Understanding and Capturing Customer Value1) ________ is the amount of money charged for a product or service.A) Experience curveB) Demand curveC) PriceD) WageE) SalaryAnswer: CDiff: 1 Page Ref: 290Skill: ConceptObjective: 10-12) Price is the only element in the marketing mix that produces ________.A) revenueB) variable costsC) expensesD) outfixed costsE) stabilityAnswer: ADiff: 1 Page Ref: 290Skill: ConceptObjective: 10-13) If a seller charges ________ than the buyer's perceived value, the company's sales will ________.A) more; benefitB) more; sufferC) less; increaseD) less; sufferE) none of the aboveAnswer: BDiff: 2 Page Ref: 292Skill: ConceptObjective: 10-24) Some companies have adopted a ________ strategy, offering just the right combination of quality and good service at a fair price.A) value-based pricingB) good-value pricingC) cost-plus pricingD) low-price imageE) none of the aboveAnswer: BDiff: 1 Page Ref: 293Skill: ConceptObjective: 10-25) Wal-Mart is famous for using what important type of value pricing?A) competition-based pricingB) everyday low pricingC) cost-plus pricingD) break-even pricingE) penetration pricingAnswer: BDiff: 2 Page Ref: 293Skill: ConceptObjective: 10-26) ________ involves charging a constant, everyday low price with few or no temporary price discounts.A) High-low pricingB) Target pricingC) Cost-plus pricingD) EDLPE) Penetration pricingAnswer: DDiff: 2 Page Ref: 293Skill: ConceptObjective: 10-27) ________ are the sum of the ________ and ________ for any given level of production.A) Fixed costs; variable; total costsB) Fixed costs; total; variable costsC) Variable costs; fixed; total costsD) Total costs; fixed; variable costsE) Break-even costs; fixed; total costsAnswer: DDiff: 2 Page Ref: 296Skill: ConceptObjective: 10-38) SRAC is the acronym for which concept related to costs at different levels of production?A) strategic reasoning and costsB) short-run accounting costsC) short-run average costD) strategic rights and companyE) strategic revenues and costsAnswer: CDiff: 2 Page Ref: 296Skill: ConceptObjective: 10-39) As production workers become better organized and more familiar with equipment, the average cost per unit decreases. This is called the ________.A) demand curveB) experience curveC) short-run average cost curveD) long-run average cost curveE) marginal utilityAnswer: BDiff: 1 Page Ref: 296Skill: ConceptObjective: 10-310) With a higher volume of product, most companies can expect to ________.A) gain economies of scaleB) become less efficientC) see average costs increaseD) have a straight, horizontal learning curveE) find competitors using the experience curve strategicallyAnswer: ADiff: 2 Page Ref: 296Skill: ConceptObjective: 10-311) The break-even volume is the point at which ________.A) the total revenue and total costs lines intersectB) demand equals supplyC) the production of one more unit will not increase profitD) the company can pay all of its long-term debtE) a firm's profit goal is reachedAnswer: ADiff: 3 Page Ref: 298Skill: ConceptObjective: 10-312) ________ pricing works only if that price actually brings in the expected level of sales.A) ElasticityB) MarkupC) VariableD) InelasticityE) Target profitAnswer: EDiff: 3 Page Ref: 298Skill: ConceptObjective: 10-313) Which of the following statements about break-even analysis is true?A) It is used to determine how much production experience a company must have to achieve desired efficiencies.B) It is a technique used to calculate fixed costs.C) It determines the amount of retained earnings a company will have during an accounting period.D) It is a technique marketers use to examine the relationship between supply and demand.E) It is calculated using variable costs, the unit price, and fixed costs.Answer: EDiff: 3 Page Ref: 298Skill: ConceptObjective: 10-314) As a manufacturer increases price, the ________ drops.A) targetB) break-even volumeC) cost-plus pricingD) total costE) salesAnswer: BDiff: 3 Page Ref: 299Skill: ConceptObjective: 10-315) Which of the following is an external factor that affects pricing decisions?A) the salaries of production managementB) competitionC) the salaries of finance managementD) funds expensed to clean production equipmentE) A, B, and CAnswer: BDiff: 1 Page Ref: 299Skill: ConceptObjective: 10-416) ________ that influence pricing decisions include the nature of the market and demand and competitors' prices.A) Internal factorsB) Elasticity factorsC) External factorsD) Target factorsE) Domestic factorsAnswer: CDiff: 2 Page Ref: 299Skill: ConceptObjective: 10-417) Companies may set prices low for which of the following reasons EXCEPT ________.A) to prevent competition from entering the marketB) to stabilize the marketC) to create excitement for a productD) to prepare for an easy exit from a marketE) to match a competitorAnswer: DDiff: 2 Page Ref: 299Skill: ConceptObjective: 10-418) In order to form a consistent and effective integrated marketing program, price decisions should be coordinated with each of the following EXCEPT ________.A) product designB) distributionC) competitors' pricesD) promotion decisionsE) marketing objectivesAnswer: CDiff: 2 Page Ref: 299Skill: ConceptObjective: 10-419) With target costing, marketers will first ________ and then ________.A) build the marketing mix; identify the target marketB) identify the target market; build the marketing mixC) design the product; determine its costD) use skimming pricing; penetrating pricingE) determine a selling price; target costs to ensure that the price is met Answer: EDiff: 2 Page Ref: 300Skill: ConceptObjective: 10-420) Price setting is usually determined by ________ in small companies.A) top managementB) marketing departmentsC) sales departmentsD) divisional managersE) cross-functional teamsAnswer: ADiff: 2 Page Ref: 300Skill: ConceptObjective: 10-421) Price setting is usually determined by ________ in large companies.A) top managementB) divisional managersC) product line managersD) pricing departmentsE) both B and CAnswer: EDiff: 2 Page Ref: 300Skill: ConceptObjective: 10-422) EDLP is very similar to high-low pricing.Answer: TRUEDiff: 2 Page Ref: 293Skill: ConceptObjective: 10-223) Overhead cost is another term for fixed cost.Answer: TRUEDiff: 1 Page Ref: 295Skill: ConceptObjective: 10-324) Cost-based pricing relies on consumer perception of value to drive pricing. Answer: FALSEDiff: 2 Page Ref: 295Skill: ConceptObjective: 10-325) Average unit cost increases with accumulated production experience. Answer: FALSEDiff: 1 Page Ref: 296Skill: ConceptObjective: 10-326) An upward-sloping experience curve is beneficial for a company. Answer: FALSEDiff: 3 Page Ref: 297Skill: ConceptObjective: 10-327) The simplest pricing method is cost-plus pricing, which involves adding a standard markup to the cost of the product.Answer: TRUEDiff: 2 Page Ref: 297。

Structure of the exam. PaperChoices Q 2’x15Part A: Single Choice Q 20’Part B: Multiple Choices Q 10’Terms Explanation 4’x5Short Answer Q 5’x7Essay Q 15’x1TermsCustomer satisfaction-The extent to which a product's perceived performance matches a buyer's expectations.CS = PP - ECustomer equity-The combined discounted customer lifetime values of all of the company's current and potential customers.Return on marketing investment-Return on marketing investment (or MKT ROI ) - the net return from a marketing investment divided by the costs of the marketing investment.Market Targeting-The process of evaluating each market segment's attractiveness and selecting one or more segments to enter.Interactive marketing-Training service employees in the fine art of interacting with customers to satisfy their needs.Market-Skimming Pricing-Setting a high price for a new product to skim maximum revenues layer by layer from the segments willing to pay the high price; the company makes fewer but more profitable sales.Value-added pricing-Attaching value-added features and services to differentiate a company's offers and to support charging higher prices.Channel conflict-Disagreement among marketing channel members on goals and roles—who should do what and for what rewards.Public relations-Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.Integrated direct marketing-Direct-marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits.Chapter 1Customer relationship groupsP.22（图）Chapter 2Steps in strategic planning4 Steps in strategic planningDefining the company missionSetting company objectives and goalsDesigning the Business PortfolioPlanning marketing and other functional strategiesUnderlined : Corporate levelNo underlined: Business unit, product and market levelThe Boston Consulting Group ApproachThe Boston Consulting Group Approach (The Growth-share Matrix)P.38 （图）BCG: SBU StrategiesNext task is to determine what objective, strategy, and budget to assign to each SBU.4 strategies can be pursued:* build, e.g. QM* hold, e.g. CC* harvest,* divest, e.g. QM, CCBCG: The SBU Life CycleSuccessful SBUs have a life cycle.They start as QM, become S, then CC, and finally D.Therefore, companies should examine* not only their businesses' current positions in the growth-share matrix* but also their moving positions.Product-market expansion gridP.41 （图）Chapter 3MicroenvironmentThe actors close to the company that affect its ability to serve its customers —the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.The company–MKT managers must work closely with other company departments.–Under the marketing concept, all of these functions must "think consumer."–They should work in harmony to provide superior customer value and satisfaction.Suppliers–Suppliers form an important link in the company's overall customer value delivery system.–Supplier problems can seriously affect marketing.–MKT managers must watch supply availability and monitor the price trends of their key inputs.Marketing intermediaries–Firms that help the company to promote, sell, and distribute its goods to final buyers; they include resellers, physical distribution firms, marketing service agencies, and financial intermediaries.–They include resellers, physical distribution firms, marketing services agencies, and financial intermediaries.Customer markets5 types–Consumer marketsconsist of individuals and households that buy goods and services for personal consumption–Business markets–Reseller markets–Government markets–International marketsCompetitors–Marketers must do more than simply adapt to the needs of target consumers.–They also must gain strategic advantage by positioning their offerings strongly against competitors' offerings in the minds of consumers.Publics–Any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives.Financial publicsMedia publicsGovernment publics.Citizen-action publics.Local publicsGeneral publicInternal publicsChapter 5Characteristics Affecting Consumer BehaviorCulture factorsCultureSubcultureSocial ClassSocial factorsGroups–Opinion leaderPerson within a reference group who exerts social influence on others.FamilySocial roles and statusPersonal factorsAge and life cycleOccupationEconomic situationLifestylePersonality and self-conceptPsychological factorsMotivationPerceptionLearningBeliefs and attitudesTypes of Buying Decision BehaviorP.138 （图）The Buyer Decision ProcessNeed recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behaviorChapter 7Selecting Target Market SegmentsUndifferentiated MarketingA market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer.No market segmentationOne product for all marketDifferentiated MarketingA market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each.One product for one segment.Concentrated MarketingA market-coverage strategy in which a firm goes after a large share of one or a few segments or niches.Only one product for only one segment.MicromarketingThe practice of tailoring products and marketing programs to the needs and wants of specific individuals and local customer groups— includes local marketing and individual marketing. Differentiation and PositioningProduct position-The way the product is defined by consumers on important attributes—the place the product occupies in consumers' minds relative to competing products.Products are created in the factory, but brands are cre-ated in the mindChoosing a D&P Strategy– 3 steps of D&PIdentifying a set of possible customer value differences (Identifying possible value differences and competitive advantages)Differentiation can be based on-Products-Services-Channels-People-ImageChoosing the right competitive advantagesHow many differences to promote?-Unique selling proposition (USP)-Several benefitsWhich differences to promote? Criteria include:-Important-Distinctive-Superior-Communicable-Preemptive-Affordable-ProfitableSelecting an overall positioning strategyValue proposition-The full positioning of a brand—the full mix of benefits upon which it is positioned.Possible value propositions-More for More (MM)-More for the Same (MS)-More for Less (ML)-The Same for Less (SL)-Less for Much Less (LML)Chapter 8Levels of Product and ServicesCore benefit/product-It addresses the question what is the buyer really buying?Actual product-Features, design, quality level, brand name, and packagingAugmented product-Additional consumer services and benefits, such as after-sale S., warranty, installation, delivery and creditProduct Mix DecisionsProduct mix (or product portfolio)The set of all product lines and items that a particular seller offers for sale.4 dimensions (more)–Width: the number of PLs–Length: the total number of items–Depth: the number of versions offered of each product in the line–Consistency: how closely related the various PLs are in end use, production requirements, distribution channels, or some other wayBrand developmentP.223 （图）The Service-Profit ChainThe Service-Profit Chain-The chain that links service firm profits with employee and customer satisfaction.5 links-Internal service quality-Satisfied and productive service employees-Greater service value-Satisfied and loyal customers-Healthy service profits and growthChapter 9Product Life-CycleThe course of a product's sales and profits over its lifetime.It involves 4 distinct stages:IntroductionGrowthMaturityDeclineChapter 10Value-Based Pricing-Setting prices based on buyers' perceptions of value rather than on the seller's cost.It means that the marketer cannot design a product and marketing program and then set the price.2 types of VBP–Good-value pricingOffering just the right combination of quality and good service at a fair price.–Value-added pricingAttaching value-added features and services to differentiate a company's offers and to support charging higher prices.Cost-plus pricingAdding a standard markup to the cost of the productChapter 11Product Mix Pricing StrategiesProduct line pricingSetting the price steps between various products in a product line based on cost differences between the products, customer evaluations of different features, and competitors' prices Optional-product pricingThe pricing of optional or accessory products along with a main product.It is usually a low price.Captive-product pricingSetting a price for products that must be used along with a main product, such as film for a camera.It is usually a high price.By-product pricingSetting a price for by-p roducts in order to make the main product’s price more competitive.It is usually a low price.Product bundle pricingCombining several products and offering the bundle at a reduced price.If the combination is easy, it is a usually low price, otherwise it is a high price.Chapter 12Channel Design DecisionsAnalyzing Consumer NeedsSetting Channel ObjectivesIdentifying Major Alternatives-Types of Intermediaries-Number of Marketing Intermediaries (more)-Responsibilities of Channel MembersEvaluating the Major AlternativesChapter 14Communication ProcessA View of the Communication ProcessP. 375 （图）Chapter 15Advertising DecisionsSetting advertising objectivesInformative Advertising (more)Persuasive Advertising (more)Reminder Advertising (more)Setting the advertising budgetFactors to be considered-The stage in the product life cycle.-Market share-CompetitionDeveloping advertising strategy-Message decisions-Media decisionsCreating advertising messages–Creative conceptThe compelling “big idea” that will bring the ad message strategy to life in a distinctive and memorable waySelecting advertising media–Deciding on reach, frequency, and impact (m)–Choosing among major media types (more)–Selecting specific media vehicles–Deciding on media timingEvaluating advertising campaignsReturn on ad investment-The net return on advertising investment divided by the costs of the advertising investment. Chapter 16The Personal Selling Process7 stepsProspecting and qualify-ingPre-approachApproachPresentation and demonstrationHandling objectionsClosingFollow-upChapter 17Benefits of Direct MarketingBenefits to Buyers-It is convenient, easy, and private.-It gives buyers ready access to a wealth of products.-This channels also give buyers access to a wealth of comparative information about companies, products, and competitors.-It is interactive and immediateBenefits to Sellers-It is a powerful tool for building customer relationships.-It also offers sellers a low-cost, efficient, speedy alternative for reaching their markets.-It can also offer greater flexibility.。

Chapter 1Marketing: Managing Profitable Customer RelationshipsMultiple Choice1.Marketing seeks to create and manage profitable customer relationships by delivering_____ to customers.petitive pricesb.superior valuec.superior serviced.superior promotion(b; Easy)2.The marketing manager at Sunshine Car Washes is holding a training session for newemployees. She stresses that perhaps the most important concept of modernmarketing is _____.a.customer relationship managementb.e-mail advertisingc. a quality Web sited.properly trained sales people(a; Moderate)3.This business is now the best-known name on the Net.a.Barnes and Nobleb.Microsoftd.America Online(c; Easy)4.Jeff Bezos, founder of , wants to deliver a _____ to every customer.a.special experienceb.superior valuec.wide selection of productsd.none of the above(a; Easy) delivers all of the following benefits except one. Choose it.a.huge selectionb.good valuec.convenienced.no refund, credit only policy(d; Challenging)6.Selling on the Web presents serious challenges. has made large initialinvestments in computer systems, distribution centers, and _____.a.customer acquisitionb.inventoryc.employee trainingd.employee benefits(a; Moderate)7.Many experts predict that the future will belong to retailers who offer both “clicks”and _____.a.major discountsb.bricksc.superior locationsd.superior promotion(b; Easy)8.You have learned at work that today’s successful companies at all levels have onething in common: they are strongly customer focused and heavily committed to _____.a.obtaining the best CEOsb.increasing wealth to stockholdersc.marketingd.employee motivation(c; Moderate)9._____ is managing profitable customer relationships.a.Managementb.Controlc.Marketingd.Human Resources(c; Easy)10.The twofold goal of marketing is to attract new customers by promising superiorvalue and to _____.a.keep and grow current customers by delivering satisfactionb.keep and grow current customers by delivering competitive pricingc.keep and grow current customers by delivering friendly serviced.all of the above(a; Challenging)11.Highly successful companies know that if they take care of their customers,_____ will follow.a.frequent word of mouthb.market sharec.profitsd.market share and profits(d; Moderate)12.Marketing is more than _____ and advertising.a.distributionb.promotionc.sellingd.customer service(c; Easy)13.Today, marketing must be understood in terms of making a sale and _____.a.satisfying customer needsb.understanding customer valuec.customers’ self imagesd.brilliant advertising(a; Easy)14.Marketing is not only an exchange and managerial process, it is a _____.a.numbers gameb.social processc.cultural processd.subcultural process(b. Moderate)15.You have learned from experience as well as from this course that the most basicconcept underlying marketing is that of _____.a.selling and advertisingb.customer satisfactionc.retaining customersd.human needs(d; Easy)16.As a new assistant marketing manager trainee, you learn in an orientation meetingthat _____ are the form human needs take as they are shaped by culture andindividual personality.a.wantsb.demandsc.self conceptsd.desires(a; Moderate)17.Tommy Wang now has the buying power to purchase the computer system he haswanted for the last six months. Tommy’s want now has become a _____.a.needb.necessityc.demandd.none of the above(c; Easy)18.What do companies call a set of benefits that they promise to consumers to satisfytheir needs?a.marketing offerb.value propositionc.demand satisfactiond.need proposition(b; Moderate)19.You are preparing a combination of products, services, information, and experiencesto a market to satisfy needs and wants. What are you preparing?a.value propositionb.demand satisfactionc.tactical pland.marketing offer(d; Challenging)20.We must learn a valuable lesson in marketing. Many sellers make the mistake ofpaying more attention to the specific products they offer than to the _____ produced by those products.a.benefitsb.experiencesc.benefits and experiencesd.value satisfaction(c; Moderate)21.Smart marketers look beyond the attributes of the products and services they sell.They create brand _____ and brand _____ for consumers.a.awareness; preferenceb.recognition; preferencec.meaning; preferenced.meaning; experiences(d; Challenging)22.By orchestrating several services and products, companies can create, stage, andmarket brand _____.a.meaningb.experiencesc.awarenessd.preferences(b; Moderate)23.The difference between customer value and customer satisfaction is that value is thedifference between the values the customer gains from owning and using a product and the _____.a.costs of delivery of the productb.cost of obtaining the productc.cost of competing productsd.cost of the lost experience(b. Moderate)24.We can safely say that when a customer’s purchase lives up to his or her expectations,the customer is experiencing this state of being.a.customer valueb.self-esteemc.self-actualizationd.customer satisfaction(d; Moderate)25.At work, customers decide to satisfy needs and wants through exchange. Whatoccurs at this point?a.sellingb.customer servicec.marketingd.transaction marketing(c; Challenging26.Marketing consists of actions taken to build and maintain desirable _____ with targetaudiences involving a product, service, idea, or other object.a.exchange transactionsb.exchange relationshipsc.exchange processesd.exchange communications(b; Easy)27.This group of buyers share a particular need or want that can be satisfied throughexchange relationships.a.segmentb.target marketc.marketd.buying group(c; Easy)28._____ means managing markets to bring about profitable exchange relationshipsby creating value and satisfying needs and wants.a.Sellingb.Promotingc.Marketingd.Relationship marketing(c; Easy)29.Li Wei has an interesting job. He is involved in getting, keeping, andgrowing customers through creating, delivering, and communicating superiorcustomer value. What is his job?a.general managerb.supervisorc.marketing managerd.sales manager(c; Challenging)30.Marketers are not concerned with serving all customers in every way. Rather, theywant to serve selected customers that they can serve_____.a.profitablyb.with superior customer servicec.welld.well and profitably(d; Moderate)31.Marketing managers are concerned with ways to deal with demand. They may needto find, increase, _____, or even _____ demand.a.avoid; slowb.change; reducec.maximize; changed.change; modify(b; Challenging)32.The five alternative concepts under which organizations conduct their marketingactivities include the production, _____, selling, marketing, and societal marketing concepts.a.promotionb.pricingc.distributiond.product(d; Moderate)33.We have learned by sad experience that the product concept can lead to marketing_____.a.failuresb.myopiac.problemsd.incongruences(b; Moderate)34.Jolene’s firm believes that consumers will not buy enough of the firm’s productsunless the firm undertakes a large-scale selling and promotion effort. Jolene’s firm is practicing the _____.a.production conceptb.marketing conceptc.selling conceptd.relationship concept(c; Easy)35.Most firms practice the selling concept when they face _____.a. a crisisb. a recessionc.fierce competitiond.overcapacity(d; Moderate)36.To practice the marketing concept, an organization must deliver the _____ better thancompetitors.a.desired satisfactionsb.attractive pricesc.level of serviced.advertising campaign(a; Moderate)37.Jonathan Nonis works in sales for a telemarketing firm. His firm uses the sellingconcept which takes a (an) _____ approach.a.outside-inb.myopicc.inside-outd.marketing concept(c; Easy)38.Herb Kelleher of Southwest Airlines uses the marketing concept in his successfulorganization. His perspective of having a customer department uses a (an) _____ perspective.a.outside-inb.externalc.inside-outd.modern(a; Challenging)39.Customer-driven marketing usually works well when _____ and when customers_____.a. a clear need exits; are easy to identifyb.customers know what they want; can afford itc. a firm can deliver the goods desired; are thoroughly researchedd. a clear need exists; know what they want(d; Challenging)40.Mary Tanaka enjoys her work at Times Designs, Pte Ltd. Her organizationunderstands customer needs even better than customers themselves do and creates products and services that will meet existing and latent needs, now and in the future.Mary’s firm practices _____ marketing.a.customer-drivenb.customer-drivingc.relationshipd.none of the above(b; Challenging)41.Now many companies are beginning to think of _____ interests as well as their owncustomers’ needs.a.society’sb.stockholders’c.investors’d.lenders’(a; Easy)42.The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer_____.a.short-run costs and profitsb.short-run ethicsc.long-run welfared.health(c; Moderate)43.You find yourself in a new job. Your marketing manager is heavily involved in theprocess of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. Your manager is concerned with which one of the following?a.database managementb.Web site hitsc.relationship managementd.customer relationship management(d; Moderate)panies today face some new marketing realities that mean there are fewercustomers to go around. Changing demographics, _____, and overcapacity in many industries are great concerns.a.more sophisticated competitorsb.higher unemploymentc.slowing incomesd.9/11(a; Challenging)45._____ is an important concept when we realize that losing a customer means losingmore than a single sale. It means losing the entire stream of purchases that thecustomer would make over a lifetime of patronage.a.Heuristics profitc.Customer lifetime valued.Relationship marketing(c; Moderate)46.Experience has taught us that the key to building lasting customer relationships is tocreate superior customer value and _____.a.satisfactionb.great servicepetitive pricesd.long-term relationships(a; Easy)47.Customers buy from stores and firms that offer the highest _____.a.value for the dollarb.customer perceived valuec.level of customer satisfactiond.both b and c(b; Challenging)48.Since customers tend to act on perceived values, they often do not judge productvalues and costs _____.a.reliablyb.accuratelyc.objectivelyd.accurately or objectively(d; Moderate)49.Tommy Gray attempts to deliver customer satisfaction every day in his AudioExpressions installation business. He is a smart operator who knows that the key to this goal is to match _____ with _____.a.customer expectations; competitive pricespany performance; competitive pricesc.customer expectations; company performancepany performance; unique products(c; Moderate)50.All of the following are associated with highly satisfied customers except one.a.They are less price sensitive.b.They remain loyal for a longer period.c.They spend a higher percentage of their discretionary income on personal items.d.They talk favorably to others about the company and its products.(c; Moderate)51.Shania works hard with her Internet customers to create an emotional relationship forher customers with the products and services she and her staff sell. She and her staff have created _____.a.customer delightb.customer satisfactionc.customer valued.customer loyalty(a; Challenging)52.Beyond simply retaining good customers, marketers want to constantly increase their“share of customer.” Describe what this means in marketing terms.a.Marketers want to increase their market share.b.Marketers want to increase the share they get of the customer’s purchasing intheir product categories.c.Marketers want to increase the profit margin with this target market.d.none of the above(b; Challenging)53._____ is one of the best ways to increase share of customer.a.Selling uping bait and switchc.Cross sellingd.Relationship selling(c; Easy)54.Karrie Romanov wants to capture the full essence of customer relationshipmanagement. Which of the following will Karrie take into consideration?a.own the customers for lifeb.capture their lifetime valuec.build overall customer equityd.all of the above(d; Moderate)55.Is the following statement true? Clearly, the more loyal the firm’s customers, thehigher the firm’s customer equity.a.nob.yesc.maybed.cannot tell accurately(b; Easy)56.Surveys show that in markets with few customers and high margins, sellers want tocreate _____ with key customers.a.basic relationshipsb.relationship marketingc.extreme partnershipsd.full partnerships(d. Moderate)57.Some firms find themselves in markets with many low-margin customers. AsAssistant Marketing Director, what type of relationship would you develop with these customers?a.full partnershipsb.basic relationshipsc.relationship marketingd.key customer marketing(b; Challenging)58.Many organizations today realize that in addition to providing financial benefits tocustomers, they must also add _____ benefits.a.socialb.emotionalc.rationald.psychographic(a; Easy)59.By supplying customers with special equipment or computer linkages that help themmanage their orders, payroll, or inventory, a business marketer would be building customer relationships by adding _____.a.greater customer serviceb.partnership marketingc.structural tiesd.none of the above(c; Moderate)60.You have just read a report in a leading business magazine. It states that the majormarketing developments as we enter the new millennium can be summed up in what single theme?a.relationship marketingb.connectingc.partneringworking(b; Challenging)61.You will learn that marketing ultimately involves attracting, keeping, and _____profitable customers.a.trackingb.placing in a databasec.growingd.none of the above(c; Moderate)62.We can say that the major force behind the new “connectedness” is explosiveadvances in information, transportation, and _____.puter telecommunicationsb.improved market researchc.better-trained marketing departmentsd.Web sites(a; Easy)63.A tremendous advantage of modern communication and advertising tools is thatmarketers can zero in on selected customers with carefully _____.a.selected customer profilesb.customized productsc.flexible pricing rangesd.selected targeted messages(d; Moderate)64.You have just been told by your supervisor at work that a New Economy hasemerged. What is the technology behind this new force?a.the Internetb.Web sitesc.voice maild.cell phones(a; Easy)65.Pete Santina has just realized something that he needs to tell his marketing manager atwork. Pete knows that today few firms still practice true _____.a.production orientationb.sales orientationc.mass marketingd.market segmenting(c; Moderate)66.Many marketers use a concept today to determine which customers can be servedprofitably and which ones cannot. They target the winning ones for pampering.What is this concept called?a.selective relationship managementb.target marketingc.market segmentingd.selective targeting(a; Challenging)67.There is a trend today to do away with unprofitable customers. This ends upimproving the _____ of the firm.a.databaseb.profitabilityc.imaged.customer relationships(b; Moderate)68.In addition to connecting more deeply with customers, many companies are alsoconnecting more _____.a.directlyb.frequentlyc.inexpensivelyd.none of the above(a; Easy)69.Suzie Chan strengthens her company’s connections with partners all along the supplychain. What type of management is she using?a.outside partneringb.supplier connectingc.channelingd.supply chain(d; Easy)70.Most companies realize that they need partners to go beyond supply chainmanagement. What do we call this association?a.strategic alliancesb.strategic planningc.partneringd.mutual reciprocity(a; Moderate)71.Today, in countries around the world, managers are going beyond a local view of thecompany’s industry and competitors. _____ opportunities are becoming morecommon.a.Globalb.Ethnicc.Subculturald.Internal(a; Easy)72.Your authors have expressed that in the next century winning companies may well bethose that have built the best _____.a.channels of distributionb.sales forcec.global networksernmental relations(c; Moderate)73.Many firms today are taking a proactive orientation by becoming more socially and_____ responsible.a.environmentallyb.financiallyc.ethicallyd.all of the above(a; Challenging)74.Today, which of the following types of organizations use various marketing strategiesin addition to larger corporations?a.small businessesb.minority owned businessesc.not-for-profit organizationsd.all of the above(d; Easy)ernmental agencies are becoming more involved in marketing as the years pass.When a local government advertises keeping the area’s streams and water supply cleaner, it is involved in _____.a.green marketingb.social marketing campaignsc.demarketingd.environmental marketing(b; Challenging)76.Is it true that every type of organization can connect through marketing?a.yesb.noc.maybed.cannot be determined(a; Easy)77.A more modern view of marketing is that it has evolved from customer acquisition tocustomer _____.a.involvementb.carec.exploitationd.service(b; Easy)78.The old marketing view emphasized trying to make a profit on each sale rather thantrying to profit by managing what value?a.customer lifetime valueb.customer satisfaction indexc.cognitive dissonanced.all of the above(a; Challenging)79.Which word is missing from the following statement? Marketers need to _____,create, communicate, and deliver real value to customers.a.findb.understandc.explored.seek(b; Easy)80.Modern companies are improving their customer knowledge and customer _____.a.appreciationb.awarenessc.connectionsd.none of the above(c; Easy)True – False81.It is safe to say that today’s most important marketing concept is customerrelationship management.(True; Easy)82.The best-known dot com business name in the world is Ebay.(False; Moderate) is an outstanding marketing company. The key to its future is itsrelationships with its customers.(True; Easy)’s unique blend of benefits includes huge selection, good value,convenience, and customer satisfaction.(False; Moderate)85.Internet-based companies tend to spend tremendous outlays on customer acquisition. (True; Moderate)86.Like , today’s successful companies at all levels have one thing incommon – they are strongly supplier focused and heavily committed to cost savings. (False; Challenging)87.The simplest definition of modern marketing is managing profitable customerrelationships.(True; Easy)88.A thorough definition of marketing tells us that it is a business and managerialprocess by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.(False; Moderate)89.The difference between human needs and wants is that needs are states of feltdeprivation.(True; Easy)90.Harry Porter is addressing customer needs by putting forth a set of benefits hepromises to consumers to satisfy them. Harry is concerned with valueproposition.(True; Moderate)91.Smart marketers look beyond the attributes of the products and services they sell.They create brand meaning and brand experiences for consumers.(True; Moderate)92.Customer value in relation to a purchase depends on how well the product’sperformance lives up to the customer’s expectations.(False; Moderate)93. Marketing management is interested in serving all customers in every way toremain competitive in today’s markets.(False; Moderate)94. At times it becomes necessary to reduce demand for some products and services.When the government tries to reduce smoking of tobacco products, it adds more tax to the products and is practicing demarketing.(True; Easy)95. Aminah’s law office has developed a new format and wording for wills. The staffbelieves they offer the most in quality, performance, and innovative features. Her law office is practicing the production concept.(False; Moderate)96. The selling concept holds that consumers will not buy enough of the firm’sproducts unless it undertakes a large-scale selling and promotion effort. (True; Easy)97. Your department holds that achieving organizational goals depends on knowingthe needs and wants of target markets and delivering the desired satisfaction better than competitors do. Your department is practicing the selling concept. (False; Moderate)98. We say that the selling concept is an inside-out perspective.(True; Challenging)99. The major difference between customer-driving marketing and customer-drivenmarketing is that the former considers existing and latent needs, now and in thefuture.(True; Easy)100. The societal marketing concept questions whether the pure marketing concept overlooks possible conflicts between consumer short-run and long-run welfare. (True; Moderate)101. One Asian company, Kao, Japan’s largest toiletries group ‘wants to make a larger contribution to society to make life easier for people’. This firm practices societal marketing.(True; Moderate)102. Your supervisor is concerned with the entire stream of purchases each customer makes over the lifetime of his or her patronage. We call this customer lifetimevalue.(True; Easy)103. Customers buy from businesses that offer the highest customer perceived value. (True; Easy)104. A smart company tries to delight customers by promising more than it can deliver and delivering more than it promises.(False; Moderate)105. Loyal customers must be more than satisfied, they must be highly satisfied. (True; Easy)106. To increase their “share of customer”, a firm concentrates on retaining as many customers as possible over their lifetimes.(False; Challenging)107. To practice customer equity, a company must be concerned with the total combined customer lifetime values of all major purchasers of its products. (False; Challenging)108. In order to develop full partnerships with key customers, firms should add financial and social benefits to customer purchases.(True; Moderate)109. The major marketing development of our day is summed up in a single theme called “connecting.”(True; Moderate)Essay110. Define marketing in more than one way.In its simplest definition it is managing profitable customer relationships. It alsomeans satisfying customer needs. Marketing is applied as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.(Easy; pp. 4 and 5)111. How do marketers differentiate between needs, wants, and demands?Marketers realize that humans have needs when they are in a state of feltdeprivation. These needs take on the form of wants as they are shaped by culture and individual personality. When backed by buying power, wants becomedemands. Companies research demands and supply the needs that drive them. (Easy; p. 5)112. Explain marketing management in today’s terms.Marketing management is the art and science of choosing target markets andbuilding profitable relationships with them. This involves getting, keeping, andgrowing customers through creating, delivering, and communicating superiorcustomer value. Thus, marketing management involves managing demand, which in turn involves managing customer relationships.(Moderate; p 10)113. Distinguish between value proposition and marketing offer.Companies address needs by putting forth a value proposition, which means a set of benefits that they promise to consumers to satisfy their needs. It is fulfilledthrough a marketing offer which offers some combination of products, services,information, or experiences to satisfy needs and wants in the market. (Challenging; p. 6)114. Describe the five marketing management orientations.The production concept holds that consumers will favor products that areavailable and highly affordable. The product concept holds that consumers will favor products that offer the most in quality, performance, and innovativefeatures. Those who follow the selling concept hold that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling andpromotion effort. Using the marketing concept means that achievingorganizational goals depends on knowing the needs and wants of target marketsand delivering satisfactions better than competitors do. The societal marketingconcept holds that the firm should determine the needs, wants, and interests oftarget markets.(Challenging: pp. 10 - 12)115. Explain customer relationship management.Customer relationship is no longer defined as a customer database managementactivity. It is now the overall process of building and maintaining profitablecustomer relationships by delivering superior customer value and satisfaction.(Easy; p. 13)116. Discuss strategies for building lasting customer relationships.Determining the customers’ lifetime values is the place to start. Next, customerperceived value and satisfaction must be built and delivered. When a firm builds customer loyalty and retention, it grows its share of customers and its “share ofcustomer” through customer relationships and equity(Challenging; pp. 13 - 16)117. Analyze the major challenges facing marketers heading into the new “connected”millennium.Marketers must connect faster and better with customers. The latest technologies must be used to ensure delivery of time-based competition. Web sites and e-commerce must be fine-tuned to connect with more carefully selected customers.Many companies are connecting directly with customers to customize their mix of products and services. Partnership relationship and supply chain managementmust be built with strategic alliances to make those domestic and globalchallenges.(Challenging; pp. 17 - 22)118. Explain why is such a successful company. uses the latest in Web technology to build strong, one-to-onecustomer relationships based on creating genuine customer value. It turns a long-term profit as a result. This company has amassed 35 million customers by being relentlessly customer driven. A special experience is delivered to every customer to build customer loyalty.(Moderate; pp. 3 and 4)21。