营销学练习整合.docVIP

营销学第一单元测试练习 ?1. Henry Ford promised his customers a car of any colour as long as it was black. His philosophy was producing the Model T car which would be affordable to his customers. This is an example of the marketing concept. A: True B: False 2. The main elements of marketing are advertising and selling. A: True B: False 3. The most basic concept underlying marketing is that of __________. A: Needs B: Products C: Customer satisfaction D: Wants 4. Wants can become demands if they are backed by __________ A: Buying power B: Products C: Customer satisfaction D: Needs 5. A television advertisement shows several teenagers searching through the refrigerator for something to quench their thirst. The refrigerator offers the youngsters many alternatives-soft drinks, fruit drinks, sport drinks and bottles of Sunny Delight drink. The ad, which shows the teens happily selecting Sunny Delight over all the other product offerings, appeals to the consumers __________ for liquid and attempts to shape consumers __________ for the advertised product. A: wants; needs B: wants; preferences C: preferences; needs D: needs; wants 6. What is marketing myopia? A: A short-range view that focuses on current wants and loses sight of underlying customer needs B: Total Quality Control C: Value, satisfaction, and quality D: Product, price, promotion, and distribution 7.Why is the concept of exchange central to an appropriate definition of marketing? A: Transactions require the exchange of money. B: Exchange allows a society to produce much more than it would with any other system. C: Exchange is the only way to get things. D: Exchange is not central to a definition of marketing. 8. In a 2001 agreement with South African fruit growers cooperative, UPS has contracted to transport its produce to supermarkets in Great Britain. This directly relates to the __________ elemen