Kotler_营销学十四版第一章习题

3. Increased spending on technology
4. Growth of societal marketing
©2012 Pearson Education
Chapter 1- slide 9
Which group of customers are referred to as “barnacles”?
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Chapter 1- slide 3
_____ concept holds that consumers will favor products that are available and highly affordable.
1. Product 2. Selling
1. responsibility marketing
2. societal marketing 3. selling 4. product
©2012 Pearson Education
Chapter 1- slide 18
The _____ concept questions whether the pure marketing concept overlooks possible conflicts between consumer short-run wants and consumer long-run welfare.
1. Customer-generated marketing 2. Customer-managed relationships 3. Customer-perceived value 4. Customer satisfaction
©2012 Pearson Education
Chapter 1- slide 14
3. Marketing
4. Production
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Chapter 1- slide 4
_____ concept holds that consumers will favor products that are available and highly affordable.
4. Building customer relationships.
©2012 Pearson Education
Chapter 1- slide 17
The _____ concept questions whether the pure marketing concept overlooks possible conflicts between consumer short-run wants and consumer long-run welfare.
1. Building customer relationships.
2. Understanding the marketplace and customer needs. 3. Capturing value from customers. 4. Designing a customer-driven marketing strategy.
3. Understanding the marketplace and customer needs.
4. Building customer relationships.
©2012 Pearson Education
Chapter 1- slide 16
Which is the first step in the marketing process?
©2012 Pearson Education
Chapter 1- slide 11
What is customer equity?
1. 2. 3. The total combined customer lifetime values of all of the company’s current and potential customers. The present value of the future cash flows attributed to the customer relationship. The difference between what a customer gets from a product, and what he or she has to give in order to get it. Customer's perceived opinion of a product's value to him or her.
Chapter 1- slide 12
4.
©2012 Pearson Education
What is customer equity?
1. 2. 3. The total combined customer lifetime values of all of the company’s current and potential customers. The present value of the future cash flows attributed to the customer relationship. The difference between what a customer gets from a product, and what he or she has to give in order to get it. Customer's perceived opinion of a product's value to him or her.
4. Growth of societal marketing
©2012 Pearson Education
Chapter 1- slide 8
Which of the following is a result of the recent Great Recession?
1. Reduced regulatory intervention 2. Move toward frugality
1. responsibility marketing
2. societal marketing 3. selling 4. product
©2012 Pearson Education
Chapter 1- slide 10
Which group of customers are referred to as “barnacles”?
1.Those who are highly loyal but not very profitable.
1. Product 2. Selling
3. Marketing
4. Production
©2012 Pearson Education
Chapter 1- slide 5
When backed by buying power, wants become _____.
1. benefits 2. offerings 3. needs
2.Those who are both profitable and loyal.
3.Those who are potentially profitable but not loyal. 4.Those who show low potential profitability and little projected loyalty.
1.Those who are highly loyal but not very profitable.
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2.Those who are both profitable and loyal.
3.Those who are potentially profitable but not loyal. 4.Those who show low potential profitability and little projected loyalty.
4. demands
©2012 Pearson Education
Chapter 1- slide 6
When backed by buying power, wants become _____.
1. benefits 2. offerings 3. needs
4. demands
©2012 Pearson Education
1. Designing a customer-driven marketing strategy. 2. Preparing an integrated marketing plan and program.
3. Understanding the marketplace and customer needs.
Chapter 1- slide 13
4.
©2012 Pearson Education
Which of the following depends on the product’s perceived performance relative to a buyer’s expectations?
Chapter One
Marketing: Creating and Capturing Customer Value
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 1
Which step of the marketing process lets the company reap the rewards of its strong customer relationships ?
Chapter 1- slide 7
Which of the following is a result of the recent Great Recession?
1. Reduced regulatory intervention 2. Move toward frugality
3. Increased spending on technology
©2012 Pearson Education
Chapter 1- slide 2
Which step of the marketing process lets the company reap the rewards of its strong customer relationships ?
©2012 Pearson Education
Chapter 1- slide 15
Which is the first step in the marketing process?
1. Designing a customer-driven marketing strategy. 2. Preparing an integrated marketing plan and program.
Which of the following depends on the product’s perceived performance relative to a buyer’s expectations?
1. Customer-generated marketing 2. Customer-managed relationships 3. Customer-perceived value 4. Customer satisfaction
1. Building customer relationships.
2. Understanding the marketplace and customer needs. 3. Capturing value from customers. 4. Designing a customer-driven marketing strategy.