【正文】 1 Chapter 1: Defining Marketing for the 21st Century GENERAL CONCEPT QUESTIONS Multiple Choice 1. Good marketing is no accident, but a result of careful planning and ________. a. execution b. selling c. strategies d. tactics e. research Answer: a Page: 4 Level of difficulty: Medium 2. Marketing is both an ―art‖ and a ―science‖—there is constant tension between the formulated side of marketing and the ________ side. a. creative b. selling c. management d. forecasting e. behavior Answer: a Page: 4 Level of difficulty: Easy 3. The most formal definition of marketing is ________. a. meeting needs profitably b. identifying and meeting human and social needs c. the 4Ps (Product, Price, Place, Promotion) d. an anizational function and a set of processes for creating, municating, and delivering, value to customers, and for managing customer relationships in ways that benefit the anization and its stake holders. e. improving the quality of life for consumers Answer: d Page: 6 Level of difficulty: Medium 4. Marketing management is ________. a. managing the marketing process b. monitoring the profitability of the panies products and services c. selecting target markets d. developing marketing strategies to move the pany forward e. the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and municating superior customer value Answer: e Page: 6 Level of difficulty: Easy Part 1: Understanding Marketing Management 2 5. A transaction involves ________. a. at least two parties b. each party has something that might be of value to the other party c. each party is capable of munication and delivery d. each party is free to accept or reject the exchange offer e. all of the above Answer: e Pages: 6–7 Level of difficulty: Medium 6. ________ goods constitute the bulk of most countries’ production and marketing efforts. a. Durable b. Impulse c. Physical d. Service e. Event Answer: c Page: 8 Level of difficulty: Medium 7. ________ can be produced and marketed as a product. a. Information b. Celebrities c. Durable goods d. Organizations e. Properties Answer: a Page: 9 Level of difficulty: Medium 8. Charles Revson of Revlon observed: ―In the factory, we make cosmetics。 in the store, ________.‖ a. we make profits b. we challenge petitors c. we implement ads d. we sell hope e. we sell quality Answer: d Page: 9 Level of difficulty: Easy 9. A ________ is someone seeking a response (attention, a purchase, a vote, a donation) from another party, called the ________. a. salesperson, customer b. fund raiser, contributor c. politician, voter d. marketer, prospect e. celebrity, audience Answer: d Page: 10 Level of difficulty: Hard Chapter 1: Defining Marketing for the 21st Century 3 10. In ________—consumers may share a strong need that cannot be satisfied by an existing product. a. negative demand b. latent demand c. declining demand d. irregular demand e. nonexistent demand Answer: b Page: 10 Level of difficulty: Medium 11. In ________—more customers would like to buy the product than can be satisfied. a. latent demand b. irregular demand c. overfull demand d. excessive e. negative demand Answer: c Page: 10 Level of difficulty: Medium 12. Marketers often use the term ________ to cover various groupings of customers. a. people b. buying power c. demographic segment d. social class position e. market Answer: e Page: 10 Level of difficulty: Hard 13. Companies selling mass consumer goods and services such as soft drinks, cosmetics, air travel, and athletic shoes and equipment spend a great deal of time trying to establish a superior brand image in markets called ________. a. business markets b. global markets c. consumer markets d. nonprofit and governmental markets e. service markets Answer: c Page: 11 Level of difficulty: Medium 14. In business markets, advertising can play a role, but a stronger role may be played by the sales force, ________, and the pany’s reputation for reliability and quality. a. brand image b. distribution c. promotion d. price e. performance Answer: d Page: 11 Level of difficulty: Hard Part 1: Understanding Marketing Management 4 15. Global marketers must decide ________. a. which countries to enter b. how to enter each country (as an exporter, licenser, joint venture partner, contract manufacturer, or solo manufacturer) c. how to adapt their product and service features to each country d. how to price their products in different countries e. all of the above Answer: e Pages: 11–12 Level of difficulty: Medium 16. Mohan Sawhney has proposed the concept of ________ to describe a cluster of plementary products and services that are closely related in the minds of consumers but are spread across a diverse set of industries. a. metamarket b. vertical integration c. horizontal integration d. betamarket e. synchronized marketing Answer: a Page: 12 Level of difficulty: Hard 17. The ________ promises to lead to more accurate levels of production, more targeted munications, and more relevant pricing. a. Age of Globalization b. Age of Deregulation c. Industrial Age d. Information Age e. Production Age Answer: d Page: 13 Level of difficulty: Medium 18. Many countries have ________ industries to create greater petition and growth opportunities. a. openmarket b. deregulated c. regulated d. scientifically segmented e. created mass market Answer: b Page: 13 Level of difficulty: Medium 19. Customers are showing greater price sensitivity in their search for ________. a. the right product b. the right service c. the right store