山东交通学院
第一章单元测试
- Which of the following statements about marketing is true?
- ________ management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
- Identify the correct statement about marketing management.
- As economies advance, a growing proportion of the economy's activities focuses on the production of ________.
- 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.
- 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) ________.
- 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.
- Organizations catering to the ________ market need to price their offerings carefully because these markets usually have limited purchasing power.
- Services constitute the bulk of most countries' production and marketing efforts.
- "Friends Don't Let Friends Drive Drunk," is an example of marketing information to an interested audience.
- Wants are the basic human requirements such as for air, food, water, clothing, and shelter.
- The emergence of earned media has allowed some companies to reduce paid media expenditures.
- We can think of marketing as the identification, creation, communication, delivery, and monitoring of customer value.
- 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.
- What can be marketed?
A:It is seldom used by nonprofit organizations. B:It helps to build a loyal customer base but has no impact on a firm's intangible assets. C:It can help create jobs in the economy by increasing demand for goods and services. D:It is of little importance when products are standardized. E:It is more important for bigger organizations than smaller ones.
答案:It can help create jobs in the economy by increasing demand for goods and services.
A:Marketing B:Strategic C:Knowledge D:Distribution E:Operations
答案:Marketing
A:It focuses solely on attaining an organization's sales goals in an efficient manner. B:It is primarily concerned with the systematic gathering, recording, and analysis of data about issues related to marketing products and services. C:It focuses mostly on monitoring the profitability of a company's products and services. D:It is defined as the field that deals with planning and managing a business at the highest level of corporate hierarchy. E:It occurs when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties.
答案:It occurs when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties.
A:experiences B:products C:events D:services E:luxury goods
答案:services
A:idea B:service C:place D:event E:property
答案:place
A:organization B:experience C:event D:good E:service
答案:experience
A:geographic B:service C:demographic D:business E:need
答案:need
A:nonprofit B:exclusive C:business D:consumer E:global
答案:nonprofit
A:对 B:错
答案:错
A:错 B:对
答案:错
A:对 B:错
答案:错
A:错 B:对
答案:对
A:错 B:对
答案:对
A:对 B:错
答案:对
A:information B:organizations C:service D:events
答案:information###organizations###service###events
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