Name :Hou Shu Yu

Program: diploma in accounting

TUTORIAL 1

Multiple-choice questions

Question Answer
1 c
2 c
3 c
4 e
5 d
6 c
7 a
8 d
9 d
10 a
11 d
12 c
13 c

True/False questions

Question Answer
1 f
2 t
3 f
4 f
5 f

Multiple-choice questions

1) Which of the following is most essential to any definition of marketing?

A) Demand management
B) The production concept
C) Customer relationships
D) Making a sale
E) Making a profit

2) Greg Williams now has the buying power to purchase the computer system he has
wanted for the last six months. Greg's want now has become a ________.
A) need
 B) necessity
C) demand
D) satisfier
E) transaction

3) The ________ steps of the five-step marketing process are about understanding
customers, creating customer value, and building strong customer relationships.
A) first two
B) first three
C) first four
D) last three
E) last four

4) Which of the following is an example of a type of market offering?

A) Persons
B) Ideas advertisement
C) Information
D) Experiences watch movie, clubbing, theme park
E) All of the above

5) ________ refers to sellers being preoccupied with their own products and losing sight
of underlying consumer needs.
A) Selling myopia
B) Marketing management
C) Value proposition
D) Marketing myopia Nokia
E) The product concept

6) In addition to attracting new customers and creating transactions, the goal of marketing
is to ________ customers and grow the company's business.
A) encourage
B) entertain
C) retain 2 goals: attracting new customer or keep existing customer
D) recognize
E) educate

7) The art and science of choosing target markets and building profitable relationships
with them is called ________.
A) marketing management
B) positioning
C) segmentation
D) selling
 E) societal marketing

8) Selecting which segments of a population of customers to serve is called ________.

A) market segmentation demographic, behavior(lifestyle…)
B) positioning
C) customization
D) target marketing

9) ________ 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

10) 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 do lots of promotion(taobao),then they will feel enough,customer will never
feel enough ,insurance , blood donation.
D) marketing concept
E) societal marketing concept

11) The ________ concept holds that firms must strive to deliver value to customers in a
way that maintains or improves both the consumer's and society's well being.
A) marketing
B) selling
C) product
D) societal marketing
E) equity

12) 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
13) Amazon.com leverages relationships with its 35 million customers by offering them
music, videos, gifts, toys, consumer electronics, and office products, among other
product items. Based on previous purchase history, the company recommends related
CDs, books, or videos that might be of interest. This helps Amazon.com capture a
greater ________.
 A) value proposition
B) customer ownership
C) share of customer
D) social network
E) customer base

True/False questions

1) The macroenvironment(microenvironment) consists of the factors close to the company

that affect its ability to service its customers, such as suppliers, customer markets,
competitors, and publics.

2) 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.

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

4) Cause-related marketing (contribute to the market but still make sales) is a slowing
trend(growing) as companies have abused the practice, using it more to increase sales
than to support worthwhile causes.

5) In the cultural environment, core values and beliefs and secondary values and beliefs
differ in that core(secondary) values and beliefs are more open to change.