营销学原理测试1-2章(英文版)

一、单选题

1、Which of the following is NOT an accurate description of modern marketing?

A、Marketing is the creation of value for customers.

B、Marketing involves managing profitable customer relationships.

C、Marketing emphasizes selling and advertising exclusively.

D、Marketing involves satisfying customers' needs.

2、Marketing is defined as a social and managerial process by which individuals and organizations obtain what they need and want through ________.

A、research and development

B、innovation and creativity

C、manufacturing efficiencies

D、value creation and exchange

3、According to management guru Peter Drucker, \"The aim of marketing is to ________.\"

A、maximize profits of the company

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B、emphasize customer wants and not customer needs

C、make selling unnecessary

D、fulfill unrealistic customer expectations

4、________ are human needs that are shaped by culture and individual personality.

A、Necessities

B、Wants

C、Demands

D、Values

5、Greg Williams now has the buying power to purchase the desktop computer that he has wanted for the last six months. Greg's want now has become a(n) ________.

A、need

B、necessity

C、demand

D、exchange

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6、________ is the act of obtaining a desired object from someone by offering something in return.

A、Valuation

B、Exchange

C、Market offering

D、Confiscation

7、Which of the following statements reflects the marketing concept?

A、Focus on making continuous product improvements.

B、Undertake a large-scale selling and promotion effort.

C、Emphasize an inside-out perspective.

D、Consider customer focus and value as the paths to sales and profits.

8、Cathy's Clothes is a small yet successful retail chain that sells women's clothing and accessories with a focus on buyers who have relatively modest means. For this specific purpose, the firm has rolled out several marketing initiatives aimed at women of a specific demographic. This is an example of ________.

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A、ambush marketing

B、social marketing

C、societal marketing

D、target marketing

9、Which of the following marketing management concepts is most likely to lead to marketing myopia?

A、customer-driven marketing concept

B、product concept

C、societal marketing concept

D、marketing concept

10、Henry Ford's philosophy was to perfect the Model T so that its cost could be reduced further for increased consumer affordability. This reflects the ________ concept.

A、product

B、production

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C、selling

D、marketing

11、Which of the following statements is true of the selling concept?

A、It requires minimum promotion efforts.

B、It creates long-term, profitable customer relationships.

C、It takes an outside-in perspective.

D、It is typically practiced with unsought goods.

12、Which of the following marketing orientations holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do?

A、the product concept

B、the production concept

C、the selling concept

D、the marketing concept

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13、Some fast-food restaurants offer tasty and convenient food at affordable prices, but in doing so they contribute to a national obesity epidemic and environmental problems. These fast-food restaurants overlook the ________ philosophy.

A、marketing concept

B、product concept

C、production concept

D、societal marketing concept

14、The primary key to delivering customer satisfaction is to match product performance with ________.

A、the performance of competitive products

B、competitive prices

C、customer expectations

D、limited customer services

15、Sally recently purchased Brand X lotion. In comparing her perception of how the lotion made her skin feel and look to her expectations about Brand X lotion, Sally was measuring her level of ________.

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A、share of customer

B、customer satisfaction

C、customer equity

D、customer-perceived value

16、Which of the following strategies would a company most likely use to increase customer satisfaction?

A、decreasing the variety of offered services

B、divesting

C、lowering prices

D、\"firing\" unprofitable customers

17、\"Losing a customer once means losing the entire stream of possible purchases that the customer would make over an extended period of patronage.\" This statement specifically indicates loss in terms of ________.

A、customer-perceived value

B、marketing offerings

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C、partner relationship management

D、customer lifetime value

18、Which of the following refers to the total combined customer lifetime value of all of the company's current and potential customers?

A、share of customer

B、marketing mix

C、customer equity

D、target market

19、Customers can be classified into four relationship groups based on their profitability and projected loyalty. Which customer type is associated with high profitability and long-term loyalty?

A、barnacles

B、strangers

C、butterflies

D、true friends

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20-22 Refer to the scenario below to answer the 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 cliff overlooking the Maine coast, Seagull Terrace had attracted thousands of visitors during summer, but then faced a tremendous downturn in business during winter. \"But, given the established industries 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 also 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 entrees that are a part of the local cuisine, 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 getaways throughout winter.\"

20、Carol Veldt's plan also involves a seasonal promotional gimmick that she wants to promote aggressively. This is an example of the ________ concept.

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A、selling

B、marketing

C、product

D、production

21、Renovations of the guest rooms at the Seagull Terrace and plans to add an indoor pool area are examples of the ________ concept.

A、selling

B、marketing

C、product

D、production

22、Carol Veldt has decided to ask selected guests to participate in an extensive survey about their experience at Seagull Terrace and about their requirements in terms of amenities and cuisines. By implementing the suggestions she receives from guests, Carol would be following the ________ concept.

A、production

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B、product

C、selling

D、marketing

23、Which of the following is the first step in strategic planning?

A、setting short-term goals

B、developing the business portfolio

C、defining the organizational mission

D、formulating the key marketing strategies

24、A ________ documents an organization's purpose—what it wants to accomplish in the larger environment.

A、vision statement

B、mission statement

C、business portfolio

D、value proposition

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25、Which of the following is NOT a market-oriented business definition?

A、\"We empower customers to realize their dreams.\"

B、\"We make high-quality consumer food products.\"

C、\"We sell success and status.\"

D、\"We create the Hilton experience.\"

26、Companies that define their missions in terms of products or technologies are considered myopic primarily because ________.

A、products and technologies result in low returns on investment

B、consumer preferences with regard to products and technology are difficult to predict

C、consumer preferences for different product categories vary from time to time

D、products and technologies eventually become outdated

27、Which of the following is NOT an example of product-oriented mission statements?

A、\"We are an online library.\"

B、\"We run theme parks.\"

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C、\"We sell athletic shoes.\"

D、\"We sell memorable experiences.\"

28、The collection of businesses and products that make up a company is called its ________.

A、strategic business unit

B、supply chain

C、strategic plan

D、business portfolio

29、According to the Boston Consulting Group approach, ________ provides a measure of market attractiveness.

A、product attribute

B、product design

C、market penetration

D、market growth rate

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30、According to the Boston Consulting Group approach, ________ serves as a measure of company strength in the market.

A、relative market share

B、product development

C、market diversification

D、product attribute

31、The pharmaceuticals division of Omni Healthcare holds low market share in a high-growth market. According to the BCG matrix, the pharmaceuticals division of Omni can be classified as a ________.

A、star

B、bear

C、question mark

D、cash cow

32、Making more sales to current customers without changing a firm's products is known as ________.

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A、market segmentation

B、market penetration

C、product diversification

D、product development

33、The managers of Arrow, an American retail chain, are currently reviewing new demographic markets to sell the firm's current products. This is an example of ________.

A、market penetration

B、product development

C、mass marketing

D、market development

34、Elmo Corp., a manufacturer of personal computers and printers, recently established an office furniture exporting business. This is an example of ________.

A、niche marketing

B、local marketing

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C、diversification

D、product adaptation

35、This type of business plan involves adapting the firm to take advantage of opportunities in its constantly changing environment.

A、annual plan

B、marketing plan

C、strategic plan

D、long-range plan

36、A good mission statement should be all of the following except _____.

A、market oriented

B、product oriented

C、realistic

D、motivating

37、The organization should base its mission statement on its _____.

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A、profitable goals

B、customers’ welfare

C、product’s value

D、distinctive competencies

38、Which of the following is an example of market penetration for Starbucks?

A、adding drive-thru windows to their current coffee shops

B、adding new stores in the Southeast

C、adding hot breakfast items to the menu

D、buying Hear Music

39、Which of the “P’s” listed below relates to a customer’s cost?

A、product

B、place

C、price

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D、promotion

40-43 Refer to the scenario below to answer the questions.

Fun-Spot Fun Park began as a small amusement park in 1985. With nothing more than a merry-go-round, a slide, pony rides, and an ice cream stand, Fun-Spot grew into a popular family attraction with 20 rides, a restaurant, and an outdoor performing arts theater.

\"My wife, Gail, and I didn't know what we were getting into,\" commented Ron Hart, the owner. \"We just knew that weekenders coming to the lakes in our rural area represented an untapped market.\"

Today, thousands of visitors flock to Fun-Spot: families, children of all ages, and even senior citizens who enjoy strolling through the gardens and the arbors. \"There's something here for everyone,\" Gail Hart said with a smile. \"Dozens of companies hold annual company picnics here. We have welcomed class field trips. And we even had one wedding here at the park!\"

\"Here's the funny thing,\" Ron chimed in. \"We really don't know why we've been so successful. There is nothing else like Fun-Spot Fun Park in the area. We were just lucky.\" \"I think it's the ambience of the park that has brought so many visitors,\" Gail added. \"We provide a 'total package' of entertainment. Plus, we try to change our rides and various attractions from time to time for variety.\"

Ron and Gail Hart admitted that making every visitor happy is a priority. \"That has always been our philosophy,\" they said. \"Like the park's motto at the entrance reads, 'We're here to

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make you happy!' And we've always been able to deliver on that because we've never allowed ourselves to grow too big too quickly.\"

40、 Fun-Spot's mission is ________.

A、product oriented

B、technology oriented

C、market oriented

D、design oriented

41、Fun-Spot Fun Park represents a high-growth, high-share business. According to the BCG matrix, it can be classified as a ________.

A、star

B、question mark

C、bear

D、cat

42、Ron and Gail plan to lower Fun-Spot's prices in an effort to encourage customers to stay longer, visit more often, and spend more money during each visit. What type of strategy

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are Ron and Gail planning?

A、market penetration

B、market development

C、product development

D、product adaptation

43、Ron and Gail, owners of Fun-Spot, strive to provide new offerings and entertainment options for their visitors. This type of strategy can be best described as ________.

A、market penetration

B、market development

C、product development

D、niche marketing

二、判断题

1、The difference between human needs and wants is that needs are not created by marketers.

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2、Marketing is managing profitable customer relationships.

3、The societal marketing concept calls on marketers to balance consumer wants and desires, company profits, and society's interests.

4、Fast Food, Inc. views marketing as the process of finding and retaining profitable customers by providing them with the food they want. Fast Food, Inc. practices societal marketing.

5、The marketing mix refers to the set of marketing tools the firm uses to implement its marketing strategy.

6、Managers are correct in thinking that, “doing things right” (implementation) is more important than, “doing the right things” (strategy).

7、A company should target segments in which it can profitably generate the greatest customer value and sustain it over time.

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