市场营销 题库
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20) ________ is the set of benefits a company promises to deliver to its consumers to satisfy their needs.
A) A money-back guarantee
B) Low pricing
C) Good customer service
D) A value proposition
E) An attribute
Answer: D
Diff: 1 Page Ref: 9
Skill: Concept
AACSB: Communication
Objective: 1-3
22) Which of the following marketing management orientations focuses primarily on improving efficiencies along the supply chain?
A) production concept
B) product concept
C) selling concept
D) marketing concept
E) societal marketing concept
Answer: A
Diff: 3 Page Ref: 10
Skill: Concept
Objective: 1-3
23) Which of the following marketing management concepts is most likely to lead to marketing myopia?
A) customer-driven marketing
B) customer-driving marketing
C) societal marketing
D) selling
E) product
Answer: E
Diff: 2 Page Ref: 10
Skill: Concept
Objective: 1-3
24) Which of the following marketing management concepts is most closely aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer high quality, performance, and innovative features?
A) product
B) production
C) customer
D) marketing
E) promotion
Answer: A
Diff: 2 Page Ref: 10
Skill: Concept
Objective: 1-3
30) A firm that uses the selling concept takes a(n) ________ approach.
A) outside-in
B) customer-driven
C) inside-out
D) marketing concept
E) customer service
Answer: C
Diff: 2 Page Ref: 11
Skill: Concept
Objective: 1-3
31) Which of the following reflects the marketing concept philosophy?
A) "We don't have a marketing department, we have a customer department."
B) "We're in the business of making and selling superior products."
C) "We build them so you can buy them."
D) "When it's profits versus customers' needs, profits will always win out."
E) "You won't find a better deal anywhere."
Answer: A
Diff: 2 Page Ref: 11
Skill: Concept
Objective: 1-3
46) Frequent flyer programs offered by airlines are an example of a ________.
A) frequency marketing program
B) basic customer relationship
C) club marketing program
D) consumer-generated marketing program
E) structural benefit provided for top customers
Answer: A
Diff: 1 Page Ref: 16
Skill: Concept
Objective: 1-
54) Through ________, many companies today are strengthening their connections to all partners, from providers of raw materials and components to final buyers who purchase final products.
A) supply chain management
B) direct marketing
C) partnership relationship marketing
D) customized marketing
E) deviated marketing
Answer: A
Diff: 1 Page Ref: 20
Skill: Concept