第一章 Defining Marketing for the New Realities：Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.Marketing is not done only by the marketing department. It needs to affect every aspect of the customer experience. Today’s marketplace is fundamentally different as a result of major societal forces that have resulted in many new consumer and company capabilities. There are five competing concepts under which organizations can choose to conduct their business.The holistic marketing recognizes that everything matters in marketing and that a broad, integrated perspective is often necessary. Four components of holistic marketing are relationship marketing, integrated marketing, internal marketing, and performance marketing.1.1The Scope of Marketing营销的范围:The Scope of Marketing[单选题]In Walt Disney's Magic Kingdom, customers can visit a fairy kingdom, a pirate ship, or even a haunted house. Disney is marketing a(n) ________.选项:[good, event, organization, service, experience]
1.2Core Marketing Concepts (I)营销核心概念（一）:Core Marketing Concepts (I)
1.3Core Marketing Concepts (II)营销核心概念（二）:Core Marketing Concepts (II)
1.4The New Marketing Realities营销新形势:The New Marketing Realities
1.5The Evolution of Marketing Philosophies营销理念的演化:The Evolution of Marketing Philosophies
[单选题]People in emerging countries today are becoming increasingly health conscious and are seeking healthy food choices. As a result, demand for health foods is rising steadily, creating an opportunity for marketers to exploit this ________ market.选项:[business, geographic, demographic, service, need]
[单选题]The Malaysia, Truly Asia ad campaign that showcased Malaysia's beautiful landscape and its multicultural society in order to attract tourists is an example of ________ marketing.选项:[idea, property, event, place, service]
[单选题]Identify the correct statement about marketing management.选项:[It focuses solely on attaining an organization's sales goals in an efficient manner., It is primarily concerned with the systematic gathering, recording, and analysis of data about issues related to marketing products and services., It focuses mostly on monitoring the profitability of a company's products and services., It is defined as the field that deals with planning and managing a business at the highest level of corporate hierarchy., It occurs when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties.]
[单选题]Organizations catering to the ________ market need to price their offerings carefully because these markets usually have limited purchasing power.选项:[nonprofit, exclusive, consumer, business, global]
[单选题]Services constitute the bulk of most countries' production and marketing efforts.选项:[错, 对]
[单选题]We can think of marketing as the identification, creation, communication, delivery, and monitoring of customer value.选项:[对, 错]
[单选题]The emergence of earned media has allowed some companies to reduce paid media expenditures.选项:[错, 对]
[单选题]Wants are the basic human requirements such as for air, food, water, clothing, and shelter.选项:[对, 错]
[多选题]What can be marketed?选项:[events, information, organizations, service]
[单选题]If performance falls short of expectations, the customer is disappointed. If it matches expectations, the customer is satisfied. If it exceeds them, the customer is delighted.选项:[错, 对]
[单选题]Friends Don't Let Friends Drive Drunk, is an example of marketing information to an interested audience.选项:[错, 对]
[单选题]As economies advance, a growing proportion of the economy's activities focuses on the production of ________.选项:[events, luxury goods, services, products, experiences]
[单选题]________ management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.选项:[Distribution, Marketing, Operations, Knowledge, Strategic]
[单选题]Which of the following statements about marketing is true?选项:[It is seldom used by nonprofit organizations., It is more important for bigger organizations than smaller ones., It helps to build a loyal customer base but has no impact on a firm's intangible assets., It can help create jobs in the economy by increasing demand for goods and services., It is of little importance when products are standardized.]
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