第五章单元测试
- Today, marketing must be understood in terms of not just making a sale but also _____.（ ）
- 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_____. （ ）
- Marketing consists of actions taken to build and maintain desirable _____ with target audiences involving a product, service, idea, or other object. （ ）
- The five alternative concepts under which organizations conduct their marketing activities include the production, _____, selling, marketing, and societal marketing concepts. （ ）
- _____ involves evaluating different customer groups for their market attractiveness, and selecting one or more of these groups to pursue. （ ）
- A strategy of _____ relies on selling existing products to new customers. （ ）
- _____ markets buy goods and services either for resale or for further processing. （ ）
- _____ is/are one of the best methods for gathering information quickly, and provides a great deal of flexibility. （ ）
- The most basic cause of a person's wants and behavior is _____. （ ）
- The most extreme form of micromarketing is _____ . ( )
A:satisfying customers’ needs
B:understanding customers’ value
C:brilliant advertising
D:understanding customers’ self-images
答案:satisfying customers’ needs
A:customer satisfaction
B:self-actualization
C:customer value
D:self-esteem
A:exchange communication
B:exchange transactions
C:exchange relationships
D:exchange processes
A:distribution
B:promotion
C:pricing
D:Product
A:Market positioning
B:Market segmentation
C:The marketing process
D:Market targeting
A:diversification
B:product development
C:market penetration
D:market development
A:Consumer
B:Institutional
C:Government
D:Business
A:Personal interviewing
B:Telephone interviewing
C:Observation
D:Mail questionnaires
A:social status
B:economic well-being
C:culture
D:ethnic background
A:individual marketing
B:none of the above
C:local marketing
D:niche marketing
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