超星 - Homework for Ch2（本章供学有余力的同学选做） - 查题吧

判断题

Marketing goods that are currently in short supply would require significant marketing talent.

A. 对
B. 错

判断题

The traditional view of marketing works best in economies with many different types of people, each with individual wants, perceptions, preferences, and buying criteria.

A. 对
B. 错

判断题

The customer relationship management process involves all the activities related to receiving and approving orders, shipping the goods on time, and collecting payment.

A. 对
B. 错

判断题

Companies including Amazon.com, BMW, Disney, eBay, LEGO, Nike, and Toyota are examples of master marketers.

A. 对
B. 错

判断题

A principle of the value chain is that every firm is a synthesis of activities performed to design, produce, market, deliver, and support its product.

A. 对
B. 错

单选题

The task of any business is to ________.

A. create customer needs
B. differentiate in terms of cost of production
C. deliver customer value at a profit
D. reduce competition
E. communicate similar value as provided by competitors

单选题

What is the traditional view of marketing?

A. Firms should just focus on production because if the products are good then they will automatically sell.
B. Firms should just focus on production and selling because marketing occurs as a part of the selling process.
C. Firms should have a proper marketing team that can increase consumers' awareness of their products and rouse their interest in them.
D. Firms should price their products as low as possible so that marketing them becomes easy.
E. Firms should remember that promotion is the most important of the four Ps.

单选题

In the cycle of complete strategic planning, taking corrective action is a part of ________.

A. planning
B. implementation
C. controlling
D. organizing
E. analyzing

单选题

Most large companies consist of four organizational levels: the corporate level, the ________ level, the business unit level, and the product level.

A. board of director
B. major stakeholder
C. management team
D. division
E. strategic

单选题

The marketing plan, the central instrument for directing and coordinating the marketing effort of a company, operates at the ________ levels.

A. functional and operational
B. strategic and tactical
C. corporate and operational
D. customer and expenditure
E. corporate and division

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