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marketing习题完整版(去答案版-董新源整理)

文档只包含考试单元的试题：chapter1、2、3、5、6、7、8、9、10、11、12、14 Chapter 1 Marketing: Creating and Capturing Customer Value

1) All of the following are accurate descriptions of modern marketing, EXCEPT which one?

A) Marketing is the creation of value for customers.

B) Marketing is managing profitable customer relationships.

C) Selling and advertising are synonymous with marketing.

D) Marketing involves satisfying customers' needs.

E) Marketing is used by for-profit and not-for-profit organizations.

2) According to the opening scenario, the Tide marketing team is MOST concerned about which of the following?

A) maintaining its brand share

B) fostering customers' emotional connections with their product

C) advertising their product's benefits

D) comparing the effectiveness of their product to other brands

E) incorporating consumer-generated marketing in the marketing mix

3) According to management guru Peter Drucker, "The aim of marketing is to

________."

A) create customer value

B) identify customer demands

C) make selling unnecessary

D) set realistic customer expectations

E) sell products

4) ________ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation and exchange.

A) Selling

B) Advertising

C) Bartering

D) Marketing

E) Negotiating

5) Which steps of the five-step marketing process are about understanding customers, creating customer value, and building strong customer relationships?

A) the first two only

B) the first three only

C) the first four only

D) the last three only

E) the last four only

6) When marketers set low expectations for a market offering, the biggest risk they run is ________.

A) disappointing loyal customers

B) decreasing customer satisfaction

C) failing to attract enough customers

D) failing to understand their customers' needs

E) incorrectly identifying a target market

7) ________ is the act of obtaining a desired object from someone by offering something in return.

A) A value proposition

B) Exchange

C) Bribery

D) Value creation

E) Donation

8) A(n) ________ is the set of actual and potential buyers of a product.

A) market

B) audience

C) group

D) segment

E) exchange

9) Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.

A) exchange

B) marketing

C) management

D) production

E) customer relationship management

10) Which of the following is the most likely result of a marketing strategy that attempts to serve all potential customers?

A) All customers will be delighted.

B) Customer-perceived value will increase.

C) Customer evangelists will become unpaid salespersons for the service or product.

D) Not all customers will be satisfied.

E) The company will need to follow up with a demarketing campaign.

11) When customers don't know what they want or don't even know what's possible, the most effective strategy is ________ marketing.

A) customer-driven

B) customer-driving

C) societal

D) production

E) product

12) The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer ________.

A) short-run costs and profits

B) short-run ethics

C) long-run welfare

D) immediate health

E) value propositions

13) Which concept holds that firms must strive to deliver value to customers in a way that maintains or improves the consumer's and society's well-being?

A) marketing

B) selling

C) product

D) societal marketing

E) equity

15) The three areas of consideration that should be balanced in the societal marketing concept are consumer wants, society's interests, and ________.

A) human welfare

B) want satisfaction

C) company profits

D) short-run wants

E) long-term needs

15) The set of marketing tools a firm uses to implement its marketing strategy is called the ________.

A) promotion mix

B) product mix

C) marketing mix

D) TQM

E) marketing effort

60) The final step in the marketing process is ________.

A) capturing value from customers

B) creating customer loyalty

C) creating customer lifetime value

D) understanding the marketplace

E) designing a customer-driven marketing strategy

16) Stew Leonard, the owner of a highly successful regional supermarket chain, reacts adversely to losing a single customer sale. He feels that this amounts to losing the entire stream of future purchases that a customer is likely to make if he or she remains in the area. Stew Leonard's concern is an illustration of which of the following?

A) share of customer

B) market share

C) profitability

D) customer lifetime value

E) market share maintenance

17) Advertising Age, a magazine for advertising professionals, recently gave its Ad Agency of the Year award to ________.

A) the consumer

B) on-line marketers

C) Frito-Lay

D) Coca-Cola

E) YouTube

18) Which of the following is an example of consumer-generated marketing?

A) Toyota's presence in online communities

B) Nike's Nike Plus running Web site

C) MasterCard's use of "Priceless" commercials shot by customers

D) Neiman Marcus's InCircle Rewards program for its best customers

E) The Lexus Covenant aimed at creating customer delight

19) When an airline goes after a "share of travel" from its customers, it is attempting to increase ________.

A) customer lifetime value

B) share of customer

C) total customer spending

D) customer satisfaction

E) customer ownership

20) Beyond simply retaining good customers, marketers want to constantly increase their "share of customer." What does this mean in marketing terms?

A) Marketers want to increase their market share.

B) Marketers want to increase the share they get of the customer's purchasing in their product categories.

C) Marketers want to increase the profit margin with this target market.

D) Marketers want to continuously increase their customers' levels of satisfaction.

E) Marketers want to turn satisfied customers into delighted customers.

21) Customers can be classified into four relationship groups, according to their profitability and projected loyalty. Which type of customers have the highest profit potential and strong loyalty?

A) barnacles

B) strangers

C) butterflies

D) true friends

E) big fish

22) Which of the following statements about the Internet is most accurate?

A) Companies are cautiously using the Internet to build closer relationships with customers and marketing partners alike.

B) After the dot-com meltdown of 2000, fewer consumers are buying products and/or services online.

C) The Internet makes it easy for consumers to view, interact with, and create marketing content.

D) Consumer e-commerce looks promising, but business-to-business e-commerce is declining.

E) Web 2.0 involves a less balanced approach to online marketing than the original dot-com boom did.

23) Which of the following is currently the fastest-growing form of marketing?

A) consumer-generated marketing

B) online marketing

C) mass media marketing

D) social marketing

E) word-of-mouth marketing

24) Today almost every company, small and large, is affected in some way by which of the following?

A) the societal marketing concept

B) not-for-profit marketing

C) global competition

D) customer-generated marketing

E) caring capitalism

25) Governmental agencies are becoming more involved in marketing as the years pass. When a local government advertises keeping the area's streams and water supply cleaner, it is involved in ________.

A) green marketing

B) social marketing campaigns

C) demarketing

D) environmental marketing

E) partnership marketing

26) Fast Food, Inc. views marketing as the science and art of finding, retaining, and growing profitable customers by providing them with the food they want. Fast Food, Inc. practices societal marketing.

27) The societal marketing concept calls on marketers to balance consumer wants and desires, company profits, and society's interests.

28) For most marketers, customer relationship management (CRM) is exclusively a matter of customer data management.

29) The marketing mix includes production, price, promotion, and packaging; this is known as the four Ps of marketing.

30) Customer-perceived value is defined as the customer's evaluation of the perceived difference between all the benefits and all the costs of a marketing offer relative to those of competing offers.

Chapter 2 Company and Marketing Strategy:

Partnering to Build Customer Relationships

1) Which of the following involves adapting a firm to take advantage of opportunities in its constantly changing environment?

A) long-range planning

B) short-range planning

C) media planning

D) strategic planning

E) annual planning

2) When a firm develops and maintains a strategic fit between its goals and capabilities, it is performing ________.

A) mission planning

B) values planning

C) strategic planning

D) business-portfolio planning

E) operations planning

3) Which of the following is the first step in strategic planning?

A) set objectives and goals

B) develop the business portfolio

C) define the company mission

D) plan marketing strategies

E) identify threats and weaknesses

4) Which of the following is NOT a step in the strategic planning process?

A) defining the company mission

B) setting company objectives and goals

C) designing the business portfolio

D) planning marketing and other functional strategies

E) evaluating all members of the value chain

5) Which of the following provides an answer to these questions: What is our business? Who are our customers? What do our customers value? What should our business be?

A) objectives and goals

B) a mission statement

C) a business portfolio

D) marketing and functional strategies

E) operational strategies

6) After management has identified the key businesses making up its company, what is the next step in portfolio analysis?

A) identifying businesses in which to invest

B) assessing the attractiveness of its SBUs

C) deciding whether to harvest any businesses

D) completing short-range planning

E) identifying SBUs

7) The best known product portfolio planning method was developed by ________.

A) the Boston Consulting Group

B) Philip Kotler

C) Harvard University

D) the SRI Consulting Firm

E) James P. Hess

8) Most portfolio analysis methods evaluate SBUs on two dimensions, namely

________ and ________.

A) market share; strength of the SBU's position

B) market diversification; relative market share

C) market or industry attractiveness; strength of the SBU's position

D) market growth rates; profits

E) market penetration; market development

9) In the Boston Consulting Group approach, ________ provides a measure of market attractiveness.

A) relative market share

B) market development

C) market penetration

D) market growth rate

E) market segmentation

10) In the Boston Consulting Group approach, ________ serves as a measure of company strength in the market.

A) relative market share

B) market development

C) market diversification

D) market growth rate

E) market segmentation

11) Each department in a company that carries out value-creating activities can be thought of as a link in the company's ________.

A) market development

B) product development

C) business portfolio

D) value chain

E) value delivery network

12) Jack Welch, CEO at General Electric, said that "Companies can't give job security, only ________ can."

A) development

B) growth

C) good strategy

D) customers

E) efficiency

13) Multinationals like Honda Motor Co. and Wal-Mart stores have designed programs to work closely with their suppliers to help them reduce their costs and improve quality. This illustrates the importance of an efficient ________.

A) business portfolio

B) low-cost operator

C) product mix

D) value delivery network

E) value chain

14) Which of the following is the marketing logic by which a company hopes to achieve profitable customer relationships?

A) price

B) a consistent product mix

C) the value delivery network

D) marketing strategy

E) differentiation

15) Lucy Ortiz is preparing a PowerPoint presentation of the marketing process to show at a sales meeting. ________ should appear in the center of her diagram depicting marketing strategies and the marketing mix.

A) Sales goals

B) Customer value and relationships

C) Company objectives

D) Customer retention rates

E) Competitors

16) Which of the four Ps describes the goods-and-services combination the company offers to the target market?

A) price

B) promotion

C) product

D) place

E) package

17) In the four Ps of the marketing mix, design, packaging, services, and variety all fall under the category of ________.

A) product

B) price

C) promotion

D) place

E) position

18) Today the four Ps are compared to the four Cs. Product and place are called

________ and ________, respectively.

A) convenience; customer solution

B) customer cost; convenience

C) communication; customer solution

D) customer solution; convenience

E) communication; convenience

19) In the marketing management functions, an SWOT analysis should ________ a marketing plan.

A) precede

B) coincide with

C) follow

D) evaluate

E) take priority over

20) In a basic SWOT analysis the "T" stands for ________.

A) timing

B) trust

C) threats

D) trade

E) tangible

21) The ________ organizational system's main advantage is that the company is organized around the needs of specific market segments.

A) market management

B) geographic

C) product management

D) vertical

E) functional

22) An increasingly large number of firms are changing their organizational focus from ________ to ________.

A) product management; functional management

B) product management; geographic management

C) brand management; customer management

D) geographic management; functional management

E) global management; regional management

23) Evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained is called ________.

A) marketing control

B) strategic control

C) operating control

D) developmental control

E) efficiency

24) The marketing control process entails the following steps in order: setting goals, ________, evaluating performance, and ________.

A) evaluating goals; measuring performance

B) achieving goals; measuring performance

C) taking corrective action; measuring performance

D) measuring performance; taking corrective action

E) taking corrective action; following up

25) Which of the following is NOT a step in the marketing control process?

A) setting goals

B) measuring performance

C) taking corrective action

D) defining the mission

E) evaluating the causes of gaps between expected and actual performance

26) Mission statements should be realistic and general in nature.

27) ABC Fortunes has just developed a formal statement of its purpose. This firm has put together a mission statement.

28) Mission statements should both emphasize the company's strengths in the marketplace and be motivating.

29) At America Online, "we create customer connectivity, anytime, anywhere," is a product-oriented business definition.

30) "At Nike, we sell shoes" is a market-oriented business definition.

Chapter 3 Analyzing the Marketing Environment

1) You are directed to study the actors close to the company that affect its ability to serve its customers-departments within the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying?

A) the macroenvironment

B) the microenvironment

C) the marketing environment

D) the demographic environment

E) the global environment

2) Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers?

A) the marketing environment

B) the cultural environment

C) strategic planning

D) target markets

E) the marketing mix

3) You are directed to study the demographic, economic, natural, technological, political, and cultural factors that are larger societal forces affecting your company. What are you studying?

A) the macroenvironment

B) the microenvironment

C) the external environment

D) the marketing mix

E) the global environment

4) Which of the following is NOT a type of factor in a company's macroenvironment?

A) demographic

B) economic

C) technological

D) competitive

E) political

5) All of the groups within a company are called the ________.

A) culture

B) diversity

C) internal environment

D) climate

E) range

6) Which type of market buys goods and services to produce public services or to transfer them to others who need them?

A) government

B) reseller

C) wholesale

D) consumer

E) retail

7) Rachel Patino works for a wholesale company called Distributors Unlimited. She is responsible for buying and selling goods at a profit to small retailers. What is her market?

A) business

B) reseller

C) wholesale

D) consumer

E) retail

8) Your marketing department is currently researching the size, density, location, age, and occupations of your target market. Which environment is being researched?

A) demographic

B) psychographic

C) economic

D) geographic

E) cultural

9) The three largest generational groups in America are the baby boomers, Generation Xers, and ________.

A) seniors

B) Millennials

C) teens

D) tweens

E) toddlers

10) As a group, ________ are the most affluent Americans.

A) baby boomers

B) Generation Xers

C) the Millennials

D) echo boomers

E) seniors

11) "Dreams don't retire" is the theme of a(n) ________ marketing campaign aimed at baby boomers.

A) financial services

B) anti-aging products

C) travel and entertainment

D) fitness products

E) technological products

12) In 1950, women made up under 40 percent of the workforce; now they make up ________ percent.

A) 35

B) 40

C) 43

D) 46

E) 59

13) Which of the following is a trend that depicts the increasingly nontraditional nature of today's American family?

A) working women making up a smaller percentage of the workforce

B) the falling percentage of married couples with children

C) dual-income families declining in number

D) stay-at-home dads declining in number

E) the declining reliance on convenience foods and services

14) Over the past two decades, the U.S. population has shifted most heavily toward the ________ states.

A) Midwestern

B) Northern

C) Sunbelt

D) Southeastern

E) Northeastern

15) Which of the following geographical areas has NOT seen a recent population increase?

A) micropolitan areas

B) suburbs

C) the West

D) the Northeast

E) the South

16) Which of the following American government agencies is charged with setting and enforcing pollution standards?

A) the Environmental Protection Agency (EPA)

B) the Federal Trade Commission (FTC)

C) the Food and Drug Administration (FDA)

D) the Consumer Product Safety Commission

E) the Federal Energy Regulatory Commission

17) Which of the following has encouraged marketers to pursue environmentally sustainable strategies?

A) the EPA

B) the black market

C) the green movement

D) deregulation

E) green intervention

18) Which of the following is a result of regulations set up by the Food and Drug Administration and the Consumer Product Safety Commission?

A) The time between new product ideas and their introduction to the market has decreased.

B) Spending on research and development has decreased.

C) Research costs for companies have grown.

D) More companies have failed to meet safety standards.

E) Companies are more focused on making practical, affordable versions of products.

19) Marketers should be aware of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society. This is most accurately described as the ________ environment.

A) socio-legal

B) cultural

C) political

D) legal-technological

E) economic

20) Even the most liberal advocates of free-market economies agree that the system works best with ________ regulation.

A) private

B) maximum

C) intermittent

D) at least some

E) no

21) When the marketing manager Suzie Kwan discusses factors and forces outside marketing, such as political that affect marketing management's ability to build and maintain successful relationships with target customers, she is talking about the external marketing concept.

22) The microenvironment consists of larger societal forces that affect a company, such as demographic, economic, political, and cultural forces.

23) The macroenvironment consists of the factors close to the company that affect its ability to serve its customers, such as suppliers, customer markets, competitors, and publics.

24) Trudie Jones works for a distribution channel firm that helps several electronics companies find customers or make sales to them. Trudie works for a reseller.

25) Marketing research firms, advertising agencies, media firms, and marketing consulting firms are all referred to as marketing services agencies.

26) Today's successful marketers recognize the importance of working with their intermediaries as channels through which they sell their products rather than as

full-fledged partners.

27) Consumer organizations such as environmental and minority groups that may questions a company's marketing decisions are referred to as local publics.

28) A company markets wild and crazy games for teens to play at parties. This company's customer market is a business market.

29) The demographic environment is of major interest to marketers because it involves people, and people make up markets.

30) The single most important demographic trend in the United States that marketers should understand is the changing family structure.

Chapter 5 Consumer Markets and Consumer Buyer Behavior

1) ________ is never simple, yet understanding it is the essential task of marketing management.

A) Brand personality

B) Consumption pioneering

C) Early adoption

D) Consumer buying behavior

E) Understanding the difference between primary and secondary data

2) The consumer market is made up of which of the following?

A) individuals who acquire goods or services for personal consumption

B) households that purchase goods or services for personal consumption

C) businesses that purchase goods and services

D) A and B

E) all of the above

3) Economic, technological, and cultural forces are all ________ in the

stimulus-response model of buyer behavior.

A) buyer responses

B) stimuli

C) components of the buyer's decision process

D) buyer characteristics

E) buying attitudes

4) ________ is(are) the most basic cause of a person's wants and behavior.

A) Culture

B) Brand personality

C) Cognitive dissonance

D) Societal factors

E) Selective perception

5) Marketers are always trying to spot ________ in order to discover new products that might be wanted.

A) lifestyles

B) cultural shifts

C) groups

D) dissonance

E) attitudes

6) Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations.

A) alternative evaluations

B) cognitive dissonances

C) subcultures

D) motives

E) attitudes

7) Which of the following best explains why a rush of marketers now participate in established online social networks?

A) Social networking has been proven to be more effective than traditiona l marketing.

B) Social networks allow companies to have greater control over brand-related content than other media do.

C) Members of social networking sites are unlikely to tune out personalized advertising messages.

D) Companies have found their own social networks to be unsuccessful.

E) Consumers are more likely to view to peer-to-peer communication as credible.

8) The ________ is the most important consumer buying organization in society; the roles and influences of different members have been researched extensively.

A) family

B) social class

C) membership group

D) subculture

E) reference group

9) When consumers are highly involved with the purchase of an expensive product and they perceive significant differences among brands, they most likely will undertake ________.

A) habitual buying behavior

B) complex buying behavior

C) reflective buying behavior

D) habitual buying behavior

E) variety-seeking buying behavior

10) Which of the following typically occurs with habitual buying behavior?

A) There is high consumer involvement.

B) There is strong brand loyalty.

C) Consumers search extensively for information.

D) Ad repetition creates brand conviction.

E) none of the above

11) When customers have a low involvement in a purchase but perceive significant brand differences, they will most likely engage in ________.

A) complex buying behavior

B) dissonance-reducing buying behavior

C) habitual buying behavior

D) variety-seeking buying behavior

E) brand conviction buying behavior

12) Almost all major purchases result in ________, or discomfort caused by postpurchase conflict.

A) need recognition

B) cognitive dissonance

C) purchase decisions

D) legitimization

E) dissatisfaction

13) Consumers learn about new products for the first time and make the decision to buy them during the ________.

A) need recognition stage

B) adoption process

C) evaluation process

D) trial process

E) quality assessment

14) Which of the following is NOT one of the stages that customers go through in the process of learning about and making decisions about a new product or service?

A) awareness

B) interest

C) evaluation

D) culture

E) trial

15) Bob's job description had been changed. The rationale for the changes made no sense to Bob when they were explained. Bob continued to perform most of his job duties as usual. He has engaged in ________.

A) selective distortion

B) selective attitude

C) selective interpretation

D) selective attention

E) perceptual defense

工程测量学试题库160题(附答案)..

工程测量学试题库（附答案） 1. ( D )处处与铅垂线垂直。 A.水平面 B.参考椭球面 C.铅垂面 D.大地水准面 2. 地球的长半径约为( A )千米。 A.6371 B.6400 C.6378 D.6356 3. 在测量直角坐标系中，纵轴为( C )。 A.x轴，向东为正 B.y轴，向东为正 C.x轴，向北为正 D.y轴，向北为正 4. 对高程测量，用水平面代替水准面的限度是( D )。 A. 在以10km为半径的范围内可以代替 B. 在以20km为半径的范围内可以代替 C. 不论多大距离都可代替 D. 不能代替 5. 在以( B )km为半径的范围内，可以用水平面代替水准面进行距离测量。 A.5 B.10 C.15 D.20 6. 在测量平面直角坐标系中,x轴表示什么方向？（C）。 A.东西 B.左右 C.南北 D.前后 7. 测定点的坐标的主要工作是( C )。 A．测量水平距离B．测量水平角 C．测量水平距离和水平角D．测量竖直角 8. 确定地面点的空间位置，就是确定该点的平面坐标和( A )。 A．高程B．方位角 C．已知坐标D．未知点坐标 9. 高斯投影属于( C )。 A．等面积投影B．等距离投影 C．等角投影D．等长度投影 10. 在测量直角坐标系中，横轴为( C )。 A. x轴，向东为正 B. x轴，向北为正 C. y轴，向东为正 D. y轴，向北为正 11. 在测量坐标系中，Y轴向（D）为正。 A、北 B、南 C、西 D、东 12. 假设的平均的静止海平面称为（D）。 A、基准面 B、水准面 C、水平面 D、大地水准面

13. ( B )的基准面是大地水准面。 A. 竖直角 B. 高程 C. 水平距离 D. 水平角 14. 建筑工程施工测量的基本工作是（B）。 A.测图 B.测设 C.用图 D.识图 15. 大地水准面处处与铅垂线（A）交。 A、正 B、平行 C、重合 D、斜 16. A、B两点，HA为115.032m，HB为114.729m，则hAB为（A）。 A、-0.303 B、0.303 C、29.761 D、-29.761 17. 建筑施工图中标注的某部位标高，一般都是指（B）。 A、绝对高程 B、相对高程 C、高差 18. 水在静止时的表面叫( B )。 A. 静水面 B. 水准面 C. 大地水准面 D. 水平面 19. ( B )的投影是大地水准面。 A. 竖直角 B. 高斯平面坐标 C. 水平距离 D. 水平角 20. 我国目前采用的高程基准是（D）。 A.高斯平面直角坐标 B.1980年国家大地坐标系 C.黄海高程系统 D.1985年国家高程基准 21. 地面上有一点A，任意取一个水准面，则点A到该水准面的铅垂距离为（D）。 A.绝对高程 B.海拔 C.高差 D.相对高程 22. 地面某点的经度为85°32′，该点应在三度带的第几带?( B ) 。 A．28 B．29 C．27 D．30 23. 在水准测量中，若后视点A读数小，前视点B读数大，则( D )。 A.A点比B点低 B.A、B可能同高 C.A、B的高程取决于仪器高度 D.A点比B点高 24. 水准测量中，设A为后视点，B为前视点，A尺读数为2.713m，B尺读数为1.401,已知A点高程为15.000m，则视线高程为( D )m。 A.13.688 B.16.312 C.16.401 D.17.713 25. 在水准测量中，若后视点A的读数大，前视点B的读数小，则有( A )。 A.A点比B点低 B.A点比B点高 C.A点与B点可能同高 D.A、B点的高低取决于仪器高度 26. 水准仪的分划值越大，说明( B )。 A. 圆弧半径大 B. 其灵敏度低 C. 气泡整平困难 D. 整平精度高 27. DS1水准仪的观测精度( A )DS3水准仪。

财管典型例题收集

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