山东交通学院
第一章Which of the following statements about marketing is true?
答案:It can help create jobs in the economy by increasing demand for goods and services.
________ management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
答案:Marketing
Identify the correct statement about marketing management.
答案:It occurs when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties.
As economies advance, a growing proportion of the economy's activities focuses on the production of ________.
答案:services
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.
答案:place
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) ________.
答案:experience
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.
答案:need
Organizations catering to the ________ market need to price their offerings carefully because these markets usually have limited purchasing power.
答案:nonprofit
Services constitute the bulk of most countries' production and marketing efforts.
答案:错
"Friends Don't Let Friends Drive Drunk," is an example of marketing information to an interested audience.
答案:错
Wants are the basic human requirements such as for air, food, water, clothing, and shelter.
答案:错
The emergence of earned media has allowed some companies to reduce paid media expenditures.
答案:对
We can think of marketing as the identification, creation, communication, delivery, and monitoring of customer value.
答案:对
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.
答案:对
What can be marketed?
答案:service;events;information;organizations
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