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参考
参考
Chapter 1 Marketing: Creating and Capturing Customer Value
All of the following are accurate descriptions of modern marketing, EXCEPT which one?
Marketing is the creation of value for customers.
Marketing is managing profitable customer relationships.
Selling and advertising are synonymous with marketing.
Marketing involves satisfying customers needs.
Marketing is used by for-profit and not-for-profit organizations. Answer: C
Diff: 2 Page Ref: 2 and 4 Skill: Concept
According to the opening scenario, the Tide marketing team is MOST concerned about which of the following?
maintaining its brand share
fostering customers emotional connections with their product
advertising their products benefits
comparing the effectiveness of their product to other brands
incorporating consumer-generated marketing in the marketing mix Answer: B
According to management guru Peter Drucker, The aim of marketing is to
.
create customer value
identify customer demands
make selling unnecessary
set realistic customer expectations
sell products Answer: C
Diff: 2 Page Ref: 5 Skill: Concept
is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation and exchange.
Selling
Advertising
Bartering
Marketing
Negotiating Answer: D
Diff: 2 Page Ref: 5 Skill: Concept
Which steps of the five-step marketing process are about understanding customers,
creating customer value, and building strong customer relationships?
the first two only
the first three only
the first four only
the last three only
the last four only Answer: C
Diff: 2 Page Ref: 5 AACSB: Communication Skill: Concept
When marketers set low expectations for a market offering, the biggest risk they run is .
disappointing loyal customers
decreasing customer satisfaction
failing to attract enough customers
failing to understand their customers needs
incorrectly identifying a target market Answer: C
Diff: 1 Page Ref: 7 Skill: Concept
is the ac
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