kotler

Chapter 10 Pricing Products: Understanding and Capturing Customer Value

1) ________ is the amount of money charged for a product or service. A) Experience curve B) Demand curve C) Price D) Wage E) Salary Answer: C Diff: 1 Page Ref: 290 Skill: Concept Objective: 10-1

2) Price is the only element in the marketing mix that produces ________. A) revenue

B) variable costs C) expenses

D) outfixed costs E) stability Answer: A Diff: 1 Page Ref: 290 Skill: Concept Objective: 10-1

3) ________ is an important element in t

Chapter 1 Marketing: Creating and Capturing Customer Value

1) All of the following are accurate descriptions of modern marketing, EXCEPT which one? A) Marketing is the creation of value for customers.为顾客创造价值

B) Marketing is managing profitable customer relationships.建立稳固关系 C) Selling and advertising are synonymous with marketing.

D) Marketing involves satisfying customers' needs.为顾客创造价值 E) Marketing is used by for-profit and not-for-profit organizations. Answer: C Diff: 2 Page Ref: 2 and 4 Skill: Concept Objective: 1-

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

IntroductionDr. Millissa Cheung *Powerpoint refined from Pearson 14th edition1

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

What is Marketing?

©2012 Pearson Education

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

Marketing processDetermine needs and wants Design customer driven marketing strategy Construct marketing program that delivers superior value Build relationships and delight the customer Capture value from customer to achieve profits