第一章考试题目
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市场营销的核心概念不包括哪一项？

  • 市场
  • 产品
  • 交换
  • 培训 (correct)

    • 根据市场营销的定义，需求包括只有欲望，而没有能力。

    False

    市场由哪三个要素构成？

    人口、购买力、购买欲望

    市场是由人口、购买力和_________构成的。

    <p>购买欲望</p> Signup and view all the answers

    将以下营销手段与其对应的定义匹配：

    <p>产品 = 目标市场的实物和服务组合 价格 = 消费者为获得产品支付的金额 分销 = 产品送达目标顾客的活动 市场营销 = 识别并满足人类与社会的需求</p> Signup and view all the answers

    菲利普·科特勒对市场营销的定义强调什么？

    <p>满足人类和社会的需求</p> Signup and view all the answers

    交换过程必须有两个当事人与有价值的东西交换。

    <p>True</p> Signup and view all the answers

    在市场营销中，顾客让渡价值是什么？

    <p>整体顾客价值与整体顾客成本之间的差额。</p> Signup and view all the answers

    进行交易是称心如意的，这意味着双方达成_________后进行交换。

    <p>条件</p> Signup and view all the answers

    将人类需求相关的术语与其定义匹配：

    <p>需求 = 有能力+欲望 欲望 = 人们想要的东西 需要 = 人感到缺乏的状态 交换 = 以提供某种东西作为回报换取所需之物的过程</p> Signup and view all the answers

    以下哪个选项代表了市场营销的4P中的实物与服务并存的一个［P］？

    <p>产品</p> Signup and view all the answers

    产品观念认为只要产品具有良好的质量，消费者就会购买。这个说法正确吗？

    <p>True</p> Signup and view all the answers

    解释营销观念的核心理念。

    <p>以满足消费者为中心，认为顾客就是上帝</p> Signup and view all the answers

    4P营销组合中的分销策略对应代表4C组合中顾客的______。

    <p>便利性</p> Signup and view all the answers

    将以下营销观念与它们的特点进行匹配：

    <p>推销观念 = 从企业产品出发，强调销售 营销观念 = 以顾客为中心，满足需求 生产观念 = 市场处于生产过程的起点 产品观念 = 片面强调产品本身的质量</p> Signup and view all the answers

    以下哪个选项不属于市场营销中的4P？

    <p>利润</p> Signup and view all the answers

    「酒香不怕巷子深」代表生产观念的核心思想。这个说法正确吗？

    <p>False</p> Signup and view all the answers

    在市场营销中，企业的目标是什么？

    <p>宣传产品的优点并说服目标顾客购买。</p> Signup and view all the answers

    在生产观念中，企业的一切经营活动以______为中心。

    <p>生产</p> Signup and view all the answers

    以下哪个选项描述了公共关系的作用？

    <p>建立企业与公众的良好关系</p> Signup and view all the answers

    下列哪些是市场营销的核心概念？

    <p>顾客满意度</p> Signup and view all the answers

    需求只包括个人的欲望，不考虑购买能力。

    <p>False</p> Signup and view all the answers

    市场营销的核心概念是企业与顾客之间的______关系。

    <p>长期</p> Signup and view all the answers

    在市场营销中，什么是顾客让渡价值？

    <p>整体顾客价值与顾客成本之间的差额</p> Signup and view all the answers

    交换过程中只需要一个当事人即可完成交易。

    <p>False</p> Signup and view all the answers

    菲利普·科特勒如何定义市场营销？

    <p>以与组织目标相一致的方式识别并满足人类与社会的需求</p> Signup and view all the answers

    进行交易意味着双方达成______后进行交换。

    <p>条件</p> Signup and view all the answers

    以下哪个概念不属于市场营销的4P？

    <p>顾客关系</p> Signup and view all the answers

    市场营销组合中的“4P”不包括哪个选项？

    <p>技术</p> Signup and view all the answers

    营销观念认为企业应当以满足消费者为中心。

    <p>True</p> Signup and view all the answers

    “酒香不怕巷子深”体现了哪种营销观念的核心思想？

    <p>产品观念</p> Signup and view all the answers

    以下哪个选项描述了营业推广的主要目的？

    <p>增加产品知名度</p> Signup and view all the answers

    市场营销的4C中的一个与4P组合中的分销策略有关联的组成部分是什么？

    <p>顾客的便利性</p> Signup and view all the answers

    将市场营销观念与其特点进行匹配:

    <p>推销观念 = 以产品为中心，强调销售 生产观念 = 只要产品质量好，消费者就会购买 营销观念 = 以顾客的需求为中心 市场营销概念 = 强调交换过程和顾客价值</p> Signup and view all the answers

    4C营销组合中对应4P的分销策略的一个C代表成本。

    <p>False</p> Signup and view all the answers

    顾客所愿意支付的成本被称为 ______。

    <p>价格</p> Signup and view all the answers

    根据需求的定义，哪一项是需求的组成部分？

    <p>购买力</p> Signup and view all the answers

    企业在市场营销中应优先考虑以下哪一项？

    <p>满足顾客需求</p> Signup and view all the answers

    人类的基本需求不包括哪项内容？

    <p>恋爱</p> Signup and view all the answers

    市场的定义包括哪些要素？

    <p>购买力和购买意愿</p> Signup and view all the answers

    在市场营销理念的演变中，企业的目标是什么？

    <p>实现顾客满意</p> Signup and view all the answers

    在交易过程中，哪一项不是必需的条件？

    <p>法律合同</p> Signup and view all the answers

    顾客让渡价值的正确理解是什么？

    <p>顾客的感知利益与实际支出之间的差额</p> Signup and view all the answers

    以下关于市场的说法哪项是错误的？

    <p>市场仅由购买力构成</p> Signup and view all the answers

    关系市场营销的核心内容是什么？

    <p>长期顾客关系</p> Signup and view all the answers

    市场营销组合中的‘价格’指的是什么？

    <p>消费者为获得产品所支付的金额</p> Signup and view all the answers

    以消费者为中心的营销观念强调什么？

    <p>满足消费者的需求与欲望是关键</p> Signup and view all the answers

    哪种观念认为只要产品质量好，消费者就会购买？

    <p>产品观念</p> Signup and view all the answers

    在4P营销组合中，以下哪个选项与顾客沟通相关？

    <p>促销</p> Signup and view all the answers

    “酒香不怕巷子深”最能体现哪种市场观念？

    <p>产品观念</p> Signup and view all the answers

    关于推销观念，以下哪个说法是正确的？

    <p>它主要依靠广告和促销来推动销售</p> Signup and view all the answers

    在4P营销组合中的分销策略，对应的4C组合中的一个C代表哪个方面的内容？

    <p>顾客的便利性</p> Signup and view all the answers

    以下哪个选项不属于4P营销组合的内容？

    <p>公共关系</p> Signup and view all the answers

    营销理念的演变过程中，企业的目标发生了怎样的变化？

    <p>从生产导向转向顾客导向</p> Signup and view all the answers

    在企业的市场营销策略中，强调与顾客建立什么样的关系最为重要？

    <p>顾客关系</p> Signup and view all the answers

    顾客愿意支付的成本在市场营销中通常被称为什么？

    <p>价格</p> Signup and view all the answers

    Study Notes

    Marketing Concepts

    • Marketing Definition (Kotler): Identifying and meeting human and societal needs in a way that is consistent with organizational goals.
    • Marketing Theory Origins: 20th century, USA.
    • Core Marketing Concepts:
      • Needs: A state of felt deprivation.
      • Wants: A desire for a specific satisfier.
      • Demand: A want backed by the ability and willingness to buy.
    • Products: Tangible goods, services, ideas, etc.
    • Exchange: Giving something of value to receive something wanted.
    • Conditions for Exchange: Two parties, something of value, communication, agreement, parties are free to accept or reject the product, transaction is mutually beneficial.
    • Transaction: Exchange resulting in a clear mutual agreement.
    • Customer Value: Difference between customer value and customer cost.
    • Market: Collection of all potential buyers and sellers. Components: Population, demand (purchasing power + desire).
    • Market Marketing Elements: Population, purchasing power, purchasing desire (missing any is considered a potential market).
    • Marketing Mix (4Ps): Product, Price, Place (Distribution), Promotion.
    • 4Cs: Customer solution, Customer cost, Convenience, Communication.
    • Market Composition: Population, Purchasing power, Purchasing desire.
    • Market Types: Potential market, Available market, Target market, Penetrated market.

    Marketing Concepts Evolution

    • Production Concept: Focus on producing and maximizing efficiency of production; supply-side focus, producing what is available/efficient to produce.
    • Product Concept: Focuses on product quality and features; assuming better quality/features = better sales.
    • Selling Concept: Focuses on aggressive sales; assuming more selling = higher profits.
    • Marketing Concept: Focuses on customer needs and wants; understanding customer needs better than competitors.
    • Societal Marketing Concept: Includes societal well-being in business practices; a broader view that considers the long-term effects and the whole entity rather than just profits. (Examples like environmentally friendly refrigerators.)

    Modern vs. Traditional Marketing

    • Difference:
      • Starting point: Modern marketing starts with the customer, while traditional marketing starts with the product.
      • Center: Modern marketing centers around the customer; traditional marketing centers around the factory.
      • Methods: Modern marketing uses methods that prioritize satisfying customers, while traditional marketing prioritizes delivering the product.
      • Object: Modern marketing centers around the customer, while traditional marketing centers around selling the product.
    • Modern marketing concepts: Production concept, product concept, selling concept, marketing concept, Societal marketing concept.
    • Traditional Marketing: Product-centric, factory-centric, "selling what we make".
    • Modern Marketing: Consumer-centric, aiming for mutual gain through customer satisfaction.

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    Description

    本测验将探讨市场营销的基本概念，如需求、欲望、产品与交换等。通过理解这些概念，您将能够更好地掌握现代市场营销理论的基础。准备好检验您的知识了吗？

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