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Which of the following statements about marketing is true? The task of any business is to ________. The heart of the internal records system is the ________ because customers favor firms that can promise timely delivery. ________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. A:It is of little importance when products are standardized. B:It can help create jobs in the economy by increasing demand for goods and services. C:It helps to build a loyal customer base but has no impact on a firm’s intangible assets. D:It is more important for bigger organizations than smaller ones. E:It is seldom used by nonprofit organizations. 答案: It can help create jobs in the economy by increasing demand for goods and services. A:reduce competition B:create customer needs C:communicate similar value as provided by competitors D:differentiate in terms of cost of production E:deliver customer value at a profit 答案: deliver customer value at a profit A:order-to-payment cycle B:information needs probe C:data warehouse D:data mining system E:sales information system 答案: order-to-payment cycle A:Marketing research B:Market segmentation C:Marketing communications D:Internal marketing E:Marketing planning 答案: Marketing research
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Which of the following statements about marketing is true?
A:It is of little importance when products are standardized.
B:It can help create jobs in the economy by increasing demand for goods and services.
C:It helps to build a loyal customer base but has no impact on a firm’s intangible assets.
D:It is more important for bigger organizations than smaller ones.
E:It is seldom used by nonprofit organizations.
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.
A:Strategic
B:Operations
C:Marketing
D:Distribution
E:Knowledge
答案: Marketing
Identify the correct statement about marketing management.
A:It focuses solely on attaining an organization’s sales goals in an efficient manner.
B:It focuses mostly on monitoring the profitability of a company’s products and services.
C:It is defined as the field that deals with planning and managing a business at the highest level of corporate hierarchy.
D:It is primarily concerned with the systematic gathering, recording, and analysis of data about issues related to marketing products and services.
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.
As economies advance, a growing proportion of the economy’s activities focuses on the production of ________.
A:luxury goods
B:experiences
C:services
D:products
E:events
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.
A:event
B:idea
C:property
D:service
E:place
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) ________.
A:good
B:experience
C:organization
D:event
E:service
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.
A:geographic
B:service
C:business
D:need
E:demographic
答案: need
Organizations catering to the ________ market need to price their offerings carefully because these markets usually have limited purchasing power.
A:business
B:nonprofit
C:exclusive
D:global
E:consumer
答案: nonprofit
Services constitute the bulk of most countries’ production and marketing efforts.
A:对
B:错
答案: 错
“Friends Don’t Let Friends Drive Drunk,” is an example of marketing information to an interested audience.
A:对
B:错
答案: 错
The task of any business is to ________.
A:reduce competition
B:create customer needs
C:communicate similar value as provided by competitors
D:differentiate in terms of cost of production
E:deliver customer value at a profit
答案: deliver customer value at a profit
In the cycle of complete strategic planning, taking corrective action is a part of ________.
A:analyzing
B:organizing
C:planning
D:controlling
E:implementation
答案: controlling
Of the four organizational levels, the corporate level is likely to make which of the following decisions?
A:resource allocation for each product
B:strategic plan for individual business units
C:choosing specific suppliers for each business unit
D:entering a new market
E:marketing plan for each product
答案: entering a new market
The marketing plan, the central instrument for directing and coordinating the marketing effort of a company, operates at the ________ levels.
A:strategic and tactical
B:customer and expenditure
C:corporate and operational
D:corporate and division
E:functional and operational
答案: strategic and tactical
The ________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities.
A:corporate mission
B:strategic marketing plan
C:organizational plan
D:corporate tactical plan
E:customer-value statement
答案: strategic marketing plan
Juan Garcia plans the daily promotional releases about his company’s products and services. He can be described as a(n) ________ planner.
A:niche
B:tactical
C:strategic
D:operational
E:selective
答案: tactical
Which of the following is an example of growth by diversification?
A:a company integrates backward to cut costs
B:a company introducing new product category in a new market
C:a company introducing its existing products in a new market
D:a company increases its product line in an existing market
E:a company introducing a new product category in an existing market
答案: a company introducing new product category in a new market
Qantas, the Australian national airline carrier, introduces flights to the Middle East. This is an example of ________.
A:market penetration
B:market development
C:product development
D:differentiation
E:diversification
答案: market penetration
Unlike its competitors in the online air travel industry, Travelocity provides its customers with a greater variety of services such as cruise reservations, package tours, hotel bookings, and car rentals. This is an example of a(n) ________ strategy.
A:promotional
B:diversification
C:differentiation
D:focus
E:overall cost leadership
答案: differentiation
McDonald’s has often teamed up with Disney to offer products related to current Disney films as part of its meals for children. The best description of this form of alliance would be a ________.
A:promotional alliance
B:pricing collaboration
C:product alliance
D:network alliance
E:logistics alliance
答案: promotional alliance
The heart of the internal records system is the ________ because customers favor firms that can promise timely delivery.
A:order-to-payment cycle
B:information needs probe
C:data warehouse
D:data mining system
E:sales information system
答案: order-to-payment cycle
The ________ begins with sales representatives and dealers sending orders to the firms and is followed by the sales department preparing invoices, and finally generating shipping and billing documents which are then sent to various departments.
A:order-to-payment cycle
B:human resources system
C:market research process
D:expense cycle
E:payroll system
答案: order-to-payment cycle
Companies can practice targeted marketing by using ________, which are records of Web site usage stored on personal browsers.
A:cookies
B:honey-pots
C:trolls
D:plug-ins
E:black swans
答案: cookies
A ________ is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment.
A:sales information system
B:marketing intelligence system
C:product management system
D:data warehousing system
E:viral marketing campaign
答案: marketing intelligence system
A company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses and trade shows, and reads competitors’ published reports and stockholder information, the company is using ________ to improve the quality of its marketing intelligence.
A:customer feedback systems
B:advisory panels
C:intermediaries
D:external networks
E:sales-force surrogates
答案: external networks
A ________ is “unpredictable, short-lived, and without social, economic, and political significance.”
A:fashion
B:style
C:megatrend
D:fad
E:trend
答案: fad
A ________ is a “large social, economic, political, and technological change that is slow to form, and once in place, influences us for some time — between seven and ten years, or longer.”
A:style
B:fad
C:fashion
D:megatrend
E:trend
答案: megatrend
A growing population does not mean growing markets unless ________.
A:people have sufficient purchasing power
B:there is common ownership of all resources
C:the people are under a democratic system of government
D:the government has a budget surplus
E:there is adequate governmental intervention in the market
答案: people have sufficient purchasing power
Which of the following is likely to occur during economic downturns?
A:The level of investment in the economy rises.
B:Consumption of necessary goods decline.
C:The purchasing power of the population declines.
D:People tend to spend more on luxury goods.
E:Long-term credit is available at concessional rates of interest.
答案: The purchasing power of the population declines.
Today, corporations need to make sure that they are good corporate citizens and that their consumer messages are honest in order to positively align themselves with consumers’ views of ________.
A:organizations
B:the universe
C:society
D:themselves
E:others
答案: organizations
________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.
A:Marketing research
B:Market segmentation
C:Marketing communications
D:Internal marketing
E:Marketing planning
答案: Marketing research
When American Airlines decided to review new ideas aimed at first-class passengers on very long flights, like an ultra high-speed Wi-Fi service and 124 channels of high-definition satellite cable TV, their first step in the marketing research process was to ________.
A:define the problem and research objectives
B:develop the research plan
C:make the decision
D:analyze the information
E:collect the information
答案: define the problem and research objectives
Which of the following is considered to be the last step in the marketing research process?
A:controlling the environment
B:arriving at a decision
C:analyzing information
D:presenting findings
E:drafting the report
答案: arriving at a decision
If the goal of marketing research is to shed light on the real nature of a problem and to suggest possible solutions or new ideas, the research is said to be ________.
A:descriptive
B:exploratory
C:secondary
D:primary
E:quantitative
答案: exploratory
Before Sandra opened her florist shop she read all she could about the floral industry. She also consulted several published research reports to understand growth patterns in the local area with particular interest in the location of florists throughout the city. This ________ helped her to decide on the location of her store.
A:licensed information
B:primitive data
C:secondary data
D:tertiary information
E:primary data
答案: secondary data
Why must researchers avoid generalizing from focus group participants to the whole market?
A:The participants usually come from diverse backgrounds.
B:Most of the participants are likely to exhibit similar tastes and preferences.
C:The size of the group is too small and the sample is not drawn randomly.
D:Participants’ responses are not reliable.
E:Most of the participants are likely to be ignorant about the topic of discussion.
答案: The size of the group is too small and the sample is not drawn randomly.
Which of the following is used to assess people’s knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population?
A:survey research
B:quantitative research
C:experimental research
D:observational research
E:descriptive research
答案: survey research
If a marketing researcher chooses to use word associations, the researcher is using ________ questions.
A:open-end
B:semantic differential
C:closed-end
D:Likert scale
E:rating scale
答案: open-end
After collecting the relevant information, the next step in the marketing research process is to ________.
A:analyze the acquired data
B:present the project report
C:make the final decision
D:define the problem and research objectives
E:develop the research plan
答案: analyze the acquired data
When companies engage students to design and carry out projects, the payoff to the students is experience and visibility; the payoff to the companies is a fresh sets of eyes to solve problems at a fraction of what consultants would charge.
A:对
B:错
答案: 对
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