Which of the following statements about marketing is true?
A:It is of little importance when products are standardized.
B:It can help create jobs in the economy by increasing demand for goods and services.
C:It helps to build a loyal customer base but has no impact on a firm"s intangible assets.
D:It is more important for bigger organizations than smaller ones.
E:It is seldom used by nonprofit organizations.
答案: 【It can help create jobs in the economy by increasing demand for goods and services.】
________ management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
Identify the correct statement about marketing management.
A:It focuses solely on attaining an organization"s sales goals in an efficient manner.
B:It focuses mostly on monitoring the profitability of a company"s products and services.
C:It is defined as the field that deals with planning and managing a business at the highest level of corporate hierarchy.
D:It is primarily concerned with the systematic gathering, recording, and analysis of data about issues related to marketing products and services.
E:It occurs when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties.
答案: 【It occurs when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties.】
As economies advance, a growing proportion of the economy"s activities focuses on the production of ________.
The "Malaysia, Truly Asia" ad campaign that showcased Malaysia"s beautiful landscape and its multicultural society in order to attract tourists is an example of ________ marketing.
In Walt Disney"s Magic Kingdom, customers can visit a fairy kingdom, a pirate ship, or even a haunted house. Disney is marketing a(n) ________.
People in emerging countries today are becoming increasingly health conscious and are seeking healthy food choices. As a result, demand for health foods is rising steadily, creating an opportunity for marketers to exploit this ________ market.
Organizations catering to the ________ market need to price their offerings carefully because these markets usually have limited purchasing power.
Services constitute the bulk of most countries" production and marketing efforts.
"Friends Don"t Let Friends Drive Drunk," is an example of marketing information to an interested audience.
The task of any business is to ________.
B:create customer needs
C:communicate similar value as provided by competitors
D:differentiate in terms of cost of production
E:deliver customer value at a profit
答案: 【deliver customer value at a profit】
In the cycle of complete strategic planning, taking corrective action is a part of ________.
Of the four organizational levels, the corporate level is likely to make which of the following decisions?
A:resource allocation for each product
B:strategic plan for individual business units
C:choosing specific suppliers for each business unit
D:entering a new market
E:marketing plan for each product
答案: 【entering a new market】
The marketing plan, the central instrument for directing and coordinating the marketing effort of a company, operates at the ________ levels.
A:strategic and tactical
B:customer and expenditure
C:corporate and operational
D:corporate and division
E:functional and operational
答案: 【strategic and tactical】
The ________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities.
B:strategic marketing plan
D:corporate tactical plan
答案: 【strategic marketing plan】
Juan Garcia plans the daily promotional releases about his company"s products and services. He can be described as a(n) ________ planner.
Which of the following is an example of growth by diversification?
A:a company integrates backward to cut costs
B:a company introducing new product category in a new market
C:a company introducing its existing products in a new market
D:a company increases its product line in an existing market
E:a company introducing a new product category in an existing market
答案: 【a company introducing new product category in a new market】
Qantas, the Australian national airline carrier, introduces flights to the Middle East. This is an example of ________.
答案: 【market penetration】
Unlike its competitors in the online air travel industry, Travelocity provides its customers with a greater variety of services such as cruise reservations, package tours, hotel bookings, and car rentals. This is an example of a(n) ________ strategy.
E:overall cost leadership
McDonald"s has often teamed up with Disney to offer products related to current Disney films as part of its meals for children. The best description of this form of alliance would be a ________.
答案: 【promotional alliance】