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Chapter1MarketingBasics
Quiz1
1、单选题：
Advertising and selling are only the tip of the marketing _____.
A: hamburger
B: ice cream
C: iceberg
D: sandwich
答案: iceberg
2、单选题：
The goal of marketing is to create value for customers in order to __________ value (in monetary terms) from customers in return.
A: keep
B: capture
C: take
D: move
答案: capture
3、单选题：
In a narrower business context, marketing involves building profitable, ________ exchange relationships with customers.
A: value-taken
B: value-token
C: value-laden
D: value-chosen
答案: value-laden
4、单选题：
Business will ultimately _______ the rewards of value from consumers in the forms of sales, profits and long-term customer equity.
A: treat
B: see
C: deliver
D: reap
答案: reap
5、单选题：
Marketing can be defined as the ________ by which businesses create value for customers and build strong relationships to capture value from customers in return.
A: result
B: process
C: stage
D: point
答案: process
6、多选题：
Marketing is more concerned with creating, building, _________ and ________ relationships with customers.
A: gaining
B: maintaining
C: enhancing
D: increasing
答案: maintaining;
enhancing
7、多选题：
Marketers seem to know everything about you, from your habits to your preferences. They reach you ________, _________ and ________.
A: directly
B: personally
C: interactively
D: promptly
答案: directly;
personally ;
interactively
8、判断题：
Traditionally, many people think of marketing as only advertising and selling. But in this new century, marketing must be understood in the sense of satisfying customer needs.
A: 正确
B: 错误
答案: 正确
9、判断题：
In this new century, the marketing landscape is already changed, and all traditional marketing approaches are not applicable any more.
A: 正确
B: 错误
答案: 错误
10、判断题：
What marketers need to do is to construct a seller-driven marketing strategy.
A: 正确
B: 错误
答案: 错误
Quiz3
1、单选题：
In this digital age, the way we communicate, access and share information, enjoy entertainment and do shopping have been totally _________ and reshaped.
A: altered
B: toppled
C: changed
D: adjusted
答案: toppled
2、单选题：
The post-recession recovery brings ________ back to consumers, they still tend to buy less, spend less and save more.
A: profits
B: benefits
C: advantages
D: means
答案: means
3、单选题：
Today, companies are sourcing more supplies and components abroad and developing new products for specific market. The key word(s) here is(are)______
A: globalization
B: global sourcing
C: localization
D: All the above
答案: All the above
4、单选题：
After the 2008 financial tsunami and its aftermath, consumers are moving from mindless to ________ consumption.
A: mindful
B: meaningful
C: positive
D: practical
答案: mindful
5、多选题：
When it comes to making purchasing decisions, consumers tend to stress more on features like _________, __________ and _________.
A: value-for-money
B: practicality
C: attractiveness
D: durability
答案: value-for-money;
practicality;
durability
6、判断题：
Non-profit organizations such as universities and colleges show little interest in marketing.
A: 正确
B: 错误
答案: 错误
7、判断题：
Consumers are becoming more aware of the importance of environmental protection and paying more attention to the issue of sustainability.
A: 正确
B: 错误
答案: 正确
8、判断题：
In adjusting to the new economy, some companies may be unwilling to cut their marketing budgets.
A: 正确
B: 错误
答案: 错误
9、判断题：
Making cuts in the wrong places can hurt and even damage the brand’s long-term image and customer relationship.
A: 正确
B: 错误
答案: 正确
10、判断题：
Forward-looking companies readily accept their responsibilities to the world around them and view sustainable marketing as an opportunity to do well by doing good.
A: 正确
B: 错误
答案: 正确
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