科特勒营销管理架构英文版练习题期末试题1

MKTG649,Spring2011,ExamIReviewQuestions–Page1of12MKTG649:MarketingManagement,Spring2011ExamIReviewQuestionsNOTES:Examdate:Thu,Feb24,2011(bringyourownScantron®).Thesequestionsareillustrative.Inadditiontostudyingthisset,youshouldalsoconsulttherelevantchaptersofyourtextandyourlecturesnotes.Reviewthissetandfeelfreetodiscusswithme,shouldyouhaveanyquestionsorconcerns.Chapter1–DefiningMarketingfortheTwenty-FirstCentury1.Marketing__________istheartandscienceofchoosingtargetmarketsandgetting,keeping,andgrowingcustomersthroughcreating,delivering,andcommunicatingsuperiorcustomervalue.a.internallyb.managementc.segmentationd.traininge.integration2.Thecomputer__________consistsofthemanufacturersofcomputermemorychips,monitors,keyboards,coaxialcables,modems,software,storagesystems(disks,harddrives,portableUSBmedia),andthosewhoinstall,repair,andmaintainsystemsandsoftware.a.marketplaceb.macromarketc.metamarketd.marketspacee.micromarket3.Whichistrue?a.Marketerscreateneeds.b.Aperson’sneedforfoodorshelterisacreationofmarketers.c.Wantsbecomeneedswhentheyaredirectedatspecificobjectsthatmightsatisfythewant.d.Needspre-existmarketers.e.Demandstrictlymeansdesireforsomeobject.4.__________isacombinationofquality,service,andprice.a.Thecustomervaluetriadb.Theconsumercost-benefitratioc.Acustomersatisfactionleveld.Price-settinge.Benefitevaluation5.Whichofthefollowingisapartofthedistributionchannelforaproducerofbottledwater?a.Thetoll-freenumberitusesforcustomerorders.b.Theprintmediathatrunsitsadvertisements.c.Theretailstorewherebottledwaterissold.d.Thebankwhereitborrowedthemoneytopurchaseitsfiltrationsystem.e.Theinsurancecompanythatinsuresthecompanyintheeventoflitigation.6.Intel,oneofthelargestproducersofintegratedcircuitchips,putsagreatdealofeffortintoexpandingproductionofchipstodrivedownthecostandthusexpandthemarket.Thisismostindicativeofthe__________concept.a.productionb.productc.customerd.marketinge.societalMKTG649,Spring2011,ExamIReviewQuestions–Page2of127.Whichofthefollowingrepresentstheproductconcept?a.Sellingmoreproductswillallowforlowerproductioncostsandhigherprofits.b.Itisbothaproactiveandareactiveformofmarketing.c.Itisacustomer-centered,“senseandrespond”philosophy.d.Consumers,ifleftalone,willnotbuyenoughoftheorganization’sproduct.e.Abettermousetrapwillleadpeopletobeatapathtothemarketer’sdoor.8.Theholisticmarketingconceptrestsonwhichfoursetsofforces?a.product,price,promotion,andplaceb.products,integratedmarketing,salesvolume,andcompetitionc.customerneeds,competition,salesvolume,andprofitd.internalmarketing,sociallyresponsiblemarketing,integratedmarketing,andrelationshipmarketinge.customerneeds,targetmarket,integratedmarketing,andprofitability9.WhenCaitlinPetersonbeganOldeTowneSpiceCompany,shehadoneproduct,anall-purposeseasoningmixcalledOldeTowneSpecialBlendforaddingflavortoblandcasseroles.Shesold5.5-ouncebottlesofherseasoningmixfor$6.95.HeronlyoutletswereboothsatcraftfairsthroughouttheNortheast.Shereliedonword-of-mouthadvertisingandafewfeaturearticlesinregionalnewspaperstotellpeopleaboutherproduct.TheabovedescribesOldeTowneSpiceCompany’s__________.a.methodofexchangeb.transactionmarketingc.marketingtacticsd.marketingmixe.transfermarketing10.Acomplementtothe4P’shasbeenproposedthatcentersonfourcustomerdimensions.ItisknownasSIVAwhichstandsfor__________.a.standards,innovation,value,accessb.status,innovation,volume,accessc.solution,information,value,accessd.status,information,volume,acceptinge.solution,innovation,value,accepting11.The__________holdsthattheorganization’staskistodeterminetheneeds,wants,andinterestsoftargetmarketssoitcansatisfycustomersmoreeffectivelyandefficientlythancompetitorsinawaythatpreservesorenhancestheconsumer’sandthesociety’slong-termwell-being.a.customeriskingconceptb.societalmarketingconceptc.holisticmarketingconceptd.comparativeadvantageconcepte.SWOTconceptMini-Case1-1S.TruettCathyenteredtherestaurantbusinessin1943.In1964heintroducedhisfirstChick-fil-Asandwich.In1998heowned826Chick-fil-Arestaurantsin35statesandSouthAfricawithanadditional92storessettoopenin1999.Cathywasneverthetypeofentrepreneurwhowantedtorunanideauptheflagpoleandseewhosalutedit.Hewillnotopenanewrestaurantunlessheisconvincedtheenterprisewillbeasuccess.Hewillnotconsidertakingthecompanypubliceventhoughitwouldbeworthanestimatedthree-quartersofabilliondollarsifitwentpublic.Cathy’sphilosophyis,“WestartedChick-fil-A,webuiltit,andweownit.Yes,wehavethousandsofallies,friends,partners,andemployees.Butitwewanttomaintainthequality,theintegrity,andthewholecultureofourcompany,we’vegottoownit.”12.RefertoMini-Case1-1.WhichofthefollowingwouldbeapartofChick-fil-A’staskenvironment?a.its’targetcustomersb.developmentofdatabasemarketingc.lawsgoverningcleanlinessstandardsintherestaurantkitchensd.consumerdesireforlow-fatfoode.demographictrendsthatshowtheU.S.populationmovingsouthandwestMKTG649,Spring2011,ExamIReviewQuestions–Page3of1213.RefertoMini-Case1-1.Theallies,friends,partners,andemployeesthatCathyreferstoareexamplesof__________withwhomChick-fil-Ahasbuiltmutua