kotler01_tif - Chapter 1 Marketing: Managing Profitable...

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Chapter 1 Marketing: Managing Profitable Customer Relationships Multiple Choice 1. Marketing seeks to create and manage profitable customer relationships by delivering _____ to customers. a. competitive prices b. superior value c. superior service d. superior promotion (b; Easy; p. 5) 2. The marketing manager at Sunshine Car Washes is holding a training session for new employees. She stresses that perhaps the most important concept of modern marketing is _____. a. customer relationship management b. e-mail advertising c. a quality Web site d. properly trained sales people (a; Moderate; p. 15) 3. This business is now the best-known name on the Net. a. Barnes and Noble b. Microsoft c. Amazon.com d. America Online (c; Easy; p. 3) 4. Jeff Bezos, founder of Amazon.com, wants to deliver a _____ to every customer. a. special experience b. superior value c. wide selection of products d. none of the above (a; Easy; p. 4) 5. Amazon.com delivers all of the following benefits except one. Choose it. a. huge selection b. good value c. convenience d. no refund, credit only policy (d; Challenging; p. 3) 1
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6. Selling on the Web presents serious challenges. Amazon.com has made large initial investments in computer systems, distribution centers, and _____. a. customer acquisition b. inventory c. employee training d. employee benefits (a; Moderate; p. 4) 7. Many experts predict that the future will belong to retailers who offer both “clicks” and _____. a. major discounts b. bricks c. superior locations d. superior promotion (b; Easy; p. 4) 8. You have learned at work that today’s successful companies at all levels have one thing in common: they are strongly customer focused and heavily committed to _____. a. obtaining the best CEOs b. increasing wealth to stockholders c. marketing d. employee motivation (c; Moderate; p. 5) 9. _____ is managing profitable customer relationships. a. Management b. Control c. Marketing d. Human Resources (c; Easy; p. 5) 10. The twofold goal of marketing is to attract new customers by promising superior value and to _____. a. keep and grow current customers by delivering satisfaction b. keep and grow current customers by delivering competitive pricing c. keep and grow current customers by delivering friendly service d. all of the above (a; Challenging; p. 5) 2
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11. Highly successful companies know that if they take care of their customers, _____ will follow. a. frequent word of mouth b. market share c. profits d. market share and profits (d; Moderate; p. 5) 12. Marketing is more than _____ and advertising. a. distribution b. promotion c. selling d. customer service (c; Easy; p. 5) 13. Today, marketing must be understood in terms of making a sale and _____. a.
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kotler01_tif - Chapter 1 Marketing: Managing Profitable...

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