國(guó)際市場(chǎng)營(yíng)銷（山東交通學(xué)院）知到章節(jié)答案智慧樹2023年

國(guó)際市場(chǎng)營(yíng)銷（山東交通學(xué)院）知到章節(jié)測(cè)試答案智慧樹2023年最新第一章測(cè)試Whichofthefollowingstatementsaboutmarketingistrue?

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null________managementistheartandscienceofchoosingtargetmarketsandgetting,keeping,andgrowingcustomersthroughcreating,delivering,andcommunicatingsuperiorcustomervalue.

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MarketingIdentifythecorrectstatementaboutmarketingmanagement.

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nullAseconomiesadvance,agrowingproportionoftheeconomy’sactivitiesfocusesontheproductionof________.

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servicesThe“Malaysia,TrulyAsia”adcampaignthatshowcasedMalaysia’sbeautifullandscapeanditsmulticulturalsocietyinordertoattracttouristsisanexampleof________marketing.

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placeInWaltDisney’sMagicKingdom,customerscanvisitafairykingdom,apirateship,orevenahauntedhouse.Disneyismarketinga(n)________.

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experiencePeopleinemergingcountriestodayarebecomingincreasinglyhealthconsciousandareseekinghealthyfoodchoices.Asaresult,demandforhealthfoodsisrisingsteadily,creatinganopportunityformarketerstoexploitthis________market.

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needOrganizationscateringtothe________marketneedtopricetheirofferingscarefullybecausethesemarketsusuallyhavelimitedpurchasingpower.

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nonprofitServicesconstitutethebulkofmostcountries’productionandmarketingefforts.

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錯(cuò)“FriendsDon’tLetFriendsDriveDrunk,”isanexampleofmarketinginformationtoaninterestedaudience.

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錯(cuò)Wantsarethebasichumanrequirementssuchasforair,food,water,clothing,andshelter.

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錯(cuò)Theemergenceofearnedmediahasallowedsomecompaniestoreducepaidmediaexpenditures.

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對(duì)Wecanthinkofmarketingastheidentification,creation,communication,delivery,andmonitoringofcustomervalue.

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對(duì)Ifperformancefallsshortofexpectations,thecustomerisdisappointed.Ifitmatchesexpectations,thecustomerissatisfied.Ifitexceedsthem,thecustomerisdelighted.

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對(duì)Whatcanbemarketed?

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service;events;organizations;information第二章測(cè)試Thetaskofanybusinessisto________.

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delivercustomervalueataprofitInthecycleofcompletestrategicplanning,takingcorrectiveactionisapartof________.

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controllingOfthefourorganizationallevels,thecorporatelevelislikelytomakewhichofthefollowingdecisions?

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enteringanewmarketThemarketingplan,thecentralinstrumentfordirectingandcoordinatingthemarketingeffortofacompany,operatesatthe________levels.

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strategicandtacticalThe________laysoutthetargetmarketsandthevaluepropositionthatwillbeoffered,basedonananalysisofthebestmarketopportunities.

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strategicmarketingplanJuanGarciaplansthedailypromotionalreleasesabouthiscompany’sproductsandservices.Hecanbedescribedasa(n)________planner.

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tacticalWhichofthefollowingisanexampleofgrowthbydiversification?

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acompanyintroducingnewproductcategoryinanewmarketQantas,theAustraliannationalairlinecarrier,introducesflightstotheMiddleEast.Thisisanexampleof________.

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marketpenetrationUnlikeitscompetitorsintheonlineairtravelindustry,Travelocityprovidesitscustomerswithagreatervarietyofservicessuchascruisereservations,packagetours,hotelbookings,andcarrentals.Thisisanexampleofa(n)________strategy.

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differentiationMcDonald’shasoftenteamedupwithDisneytoofferproductsrelatedtocurrentDisneyfilmsaspartofitsmealsforchildren.Thebestdescriptionofthisformofalliancewouldbea________.

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promotionalallianceInternalanalysisinSWOTinvolvesanalyzingthepossibleopportunitiesandthreatsthatcancomefromthemarket.

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錯(cuò)Afirmthatisalwaysworkingtoimproveitsproductofferingssuchthatconsumerneedsareaddressedmoreefficientlyisfollowingadifferentiationstrategy.

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對(duì)Afirmemployingafocusstrategyconcentratesonachievingsuperiorperformanceinanimportantcustomerbenefitareavaluedbyalargepartofthemarket.

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錯(cuò)ExternalEnvironmentanalysisistoanalyse()

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threats;opportunities第三章測(cè)試Theheartoftheinternalrecordssystemisthe________becausecustomersfavorfirmsthatcanpromisetimelydelivery.

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order-to-paymentcycleThe________beginswithsalesrepresentativesanddealerssendingorderstothefirmsandisfollowedbythesalesdepartmentpreparinginvoices,andfinallygeneratingshippingandbillingdocumentswhicharethensenttovariousdepartments.

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order-to-paymentcycleCompaniescanpracticetargetedmarketingbyusing________,whicharerecordsofWebsiteusagestoredonpersonalbrowsers.

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cookiesA________isasetofproceduresandsourcesmanagersusetoobtaineverydayinformationaboutdevelopmentsinthemarketingenvironment.

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marketingintelligencesystemAcompanycantakeseveralstepstoimprovethequalityofitsmarketingintelligence.Ifthecompanypurchasescompetitiveproductsforstudy,attendsopenhousesandtradeshows,andreadscompetitors’publishedreportsandstockholderinformation,thecompanyisusing________toimprovethequalityofitsmarketingintelligence.

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externalnetworksA________is“unpredictable,short-lived,andwithoutsocial,economic,andpoliticalsignificance.”

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fadA________isa“l(fā)argesocial,economic,political,andtechnologicalchangethatisslowtoform,andonceinplace,influencesusforsometime—betweensevenandtenyears,orlonger.”

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megatrendAgrowingpopulationdoesnotmeangrowingmarketsunless________.

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peoplehavesufficientpurchasingpowerWhichofthefollowingislikelytooccurduringeconomicdownturns?

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Thepurchasingpowerofthepopulationdeclines.Today,corporationsneedtomakesurethattheyaregoodcorporatecitizensandthattheirconsumermessagesarehonestinordertopositivelyalignthemselveswithconsumers’viewsof________.

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organizationsFirmsthatcandevelopsubstitutematerialsforfinitenonrenewableresourceshaveanexcellentopportunity.

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對(duì)Householdscomprisedofsingle,separated,widowed,anddivorcedindividualsgenerallydemandlargerapartmentsandexpensiveappliances,furniture,andfurnishings.

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錯(cuò)Thereisaglobaltrendtowardanagingpopulation.

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對(duì)Themaindemographicfactormarketersmonitorispopulation,including

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educationallevels;householdpatterns.;thesizeandgrowthrateofpopulation;agedistributionandethnicmix第四章測(cè)試________isthesystematicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingthecompany.

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MarketingresearchWhenAmericanAirlinesdecidedtoreviewnewideasaimedatfirst-classpassengersonverylongflights,likeanultrahigh-speedWi-Fiserviceand124channelsofhigh-definitionsatellitecableTV,theirfirststepinthemarketingresearchprocesswasto________.

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definetheproblemandresearchobjectivesWhichofthefollowingisconsideredtobethelaststepinthemarketingresearchprocess?

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arrivingatadecisionIfthegoalofmarketingresearchistoshedlightontherealnatureofaproblemandtosuggestpossiblesolutionsornewideas,theresearchissaidtobe________.

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exploratoryBeforeSandraopenedherfloristshopshereadallshecouldaboutthefloralindustry.Shealsoconsultedseveralpublishedresearchreportstounderstandgrowthpatternsinthelocalareawithparticularinterestinthelocationoffloriststhroughoutthecity.This________helpedhertodecideonthelocationofherstore.

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secondarydataWhymustresearchersavoidgeneralizingfromfocusgroupparticipantstothewholemarket?

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nullWhichofthefollowingisusedtoassesspeople’sknowledge,beliefs,preferences,andsatisfactionandtomeasurethesemagnitudesinthegeneralpopulation?

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surveyresearchIfamarketingresearcherchoosestousewordassociations,theresearcherisusing________questions.

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open-endAftercollectingtherelevantinformation,thenextstepinthemarketingresearchprocessisto________.

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analyzetheacquireddataWhencompaniesengagestudentstodesignandcarryoutprojects,thepayofftothestudentsisexperienceandvisibility;thepayofftothecompaniesisafreshsetsofeyestosolveproblemsatafractionofwhatconsultantswouldcharge.

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對(duì)Adichotomousquestionisaquestionwiththreeormoreanswers.

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錯(cuò)Safewaysupermarket’sscannerdatashowsthathigh-incomepeopledon’tnecessarilybuythemoreexpensivebrands.Thisisanexampleofsurveyresearch.

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錯(cuò)WhenBankofAmericafollowedfemalebabyboomersathomeandwhiletheyshoppedtoobservethingstheshoppersmightnothavebeenabletoarticulate,theywereusingethnographicresearch.

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對(duì)Marketerscancollectprimarydatainthefollowingmainways().

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behavioraldata;focusgroups;observation;surveys第五章測(cè)試Aperson’s________consist(s)ofallthegroupsthathaveadirect(face-to-face)orindirectinfluenceonhis/herattitudesorbehavior.

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referencegroupsJoeisacomputerservicetechnician.Peopleinhisneighborhoodusuallydependonhissuggestionsforpurchasinganycomputeraccessoryorhardware,astheybelievethathehasaccesstofarmoreinformationoncomputertechnologythantheaverageconsumer.TheneighborsarealsoawarethatJoehastherequiredknowledgeandbackgroundforunderstandingthetechnicalpropertiesoftheproducts.Withinthiscontext,Joecanbecalleda(n)________.

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opinionleaderFordMotorsusestheadcaption“MagnifytheAdventure”topromoteitslatestSUV,theFordEndeavour.Theadfeaturesthecartravelingthroughanuneven,rockyterrain.WithinthecontextofJenniferAaker’sbrandpersonalityanalysis,FordEndeavourismostlikelytobestrongonwhichofthefollowingtraits?

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ruggednessPeoplearemorelikelytonoticestimuliwhosedeviationsarelargeinrelationtothenormalsizeofthestimuli.

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對(duì)Thebuyingprocessstartswhenthebuyerdecidesto,orenters,astoreorserviceprovider’sfacility.

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錯(cuò)AconsumerwhousesGoogletofindcomparativereportsonnewautomobiles,ismostlikelyusingwhichofthefollowinginformationsourcesforassistance?

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commercialIfaconsumerisshoppingforasmartphone,allofthesmartphoneoptionsavailableinthemarket—whetheraconsumerknowsaboutthemornot—iscalledthe________set.

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totalIntheprocessofsearchingandgatheringrelevantinformationoftheproposeproducts,aconsumerwillcometoknowasubsetofthealltheavailablebrands.Thissetiscalled.

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awarenesssetConsumerswilldependontheinformationfromtodecidewhethertheyaregoingtobuythegoodsornot.

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personalsources;publicsources;experientialsourcesLimitedinformationcouldreachitstargetcustomersinmarketing.

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錯(cuò)Foratypicalconsumer,mostinformationoftheneededproductsinthemarketscomesfrom.

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MassMedia;Friends;Examining;DealersAmongallthefactors,whichfactorshavethebroadestanddeepestinfluence?

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culturalfactors第六章測(cè)試A________consistsofagroupofcustomerswhoshareasimilarsetofneedsandwants.

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marketsegmentWhenNikeattemptstogetclosetoitscustomersatthelocallevelbysponsoringlocalschoolteamsandprovidingshoes,equipment,andclothingtomanyofthem,Nikeisusingwhichofthefollowingmarketingformats?

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grassrootsmarketingPampersdividesitsmarketdemographicallyonthebasisof________intoprenatal,newbaby,baby,toddler,andpreschooler.

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ageJoseandErikahavejustdivorced.WhichofthefollowingdemographicsegmentationsubsegmentformatsmightbeusedbymarketerstoreachJoseorErika?

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lifestageEveryonewhobuysagivenproductwantsthesamebenefitsfromit.

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錯(cuò)Anundifferentiatedmarketingapproachtofullmarketcoveragedesignsamarketingprogramforaproductwithasuperiorimagethatcanbesoldtothebroadestnumberofbuyers.

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對(duì)In________marketing,thefirmoperatesinseveralmarketsegmentsanddesignsdifferentproductsforeachsegment.

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differentiatedMenandwomenhavedifferentattitudesandbehavedifferently,basedpartlyonandpartlyon.

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geneticmakeup,socializationIfacompanyinlineofsweepersfindsthatmorethanhalfofmenthoughttheyareprimarygroceryshoppersintheirfamilies,itwilltendtohirehandsomemalesuperstarstopromotetheirproductstoattractfemalecustomers.

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錯(cuò)Inbehavioralsegmentation,marketersdividebuyersintogroupsonthebasisof.

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useofaproduct;theirknowledgeofaproduct;orresponsetoaproduct;attitudetowardaproductIfMr.

Smithaskshisfriendwhohasatreadmillandtrytodecidetobuyasimilarone.Mr.

Smith’sfriendplaysaroleofinthebuyingdecision.

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influencerareallusualmethodstoidentifymarketsegments.

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demographicsegmentation;behavioralsegmentation;geographicsegmentation第七章測(cè)試RedBullenlistedcollegestudentsas“RedBullstudentbrandmanagers”todistributesamples,researchdrinkingtrends,designon-campusproductpromotionactivities,andwritestoriesforstudentnewspapers.Fromamarketingmanagementperspective,whichofthefollowingbrandequitydriversismostapplicableinthegivenscenario?

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theproductandallaccompanyingmarketingactivitiesandsupportingmarketingprogramsBrand________aredevicesthatcanbetrademarkedandservetoidentifyanddifferentiatethebrand.

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elementsIfconsumerscaneasilyrecallandrecognizeabrandelement,thebrandelementissaidtobe________.

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memorableToachieveintegratedmarketing,marketersneedavarietyofdifferentmarketingactivitiesthatconsistentlyreinforcethebrandpromise.

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對(duì)Whenafirmusesanestablishedbrandtointroduceanewproduct,itiscalledabrand________.

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extensionTheintroductionofDietCokebytheCoca-ColaCompanyisanexampleof________.

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lineextensionFlankersarebrandsthatmaybekeptarounddespitedwindlingsalesbecausetheymanagetomaintaintheirprofitabilitywithvirtuallynomarketingsupport.

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錯(cuò)Whatrolescanbrandplayaspartofaportfolio?

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Low-endEntryLevel;CashCows;Fighter;Hight-endPrestigeWhenafirmusesanestablishedbrandtointroduceanewproduct,theproductiscalleda().

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brandextensionreflectsthenumberandnatureofbothcommonanddistinctivebrandelements.

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BrandingstrategyInleveragingsecondaryassociations,linkingabrandtosomeoneorsomethingelsecanberiskybecauseanythingbadthathappenstothatotherentitycanalsobelinkedtothebrand.

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對(duì)Integratedmarketingistocreatebrandequitybylinkingthebrandtootherinformationinmemorythatconveysmeaningtoconsumers.

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錯(cuò)第八章測(cè)試Aproductisanythingthatcanbeofferedtoamarkettosatisfyawantorneed.

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對(duì)Thecustomer-valuehierarchyconsistsofthebasicproduct,corebenefit,expectedproduct,augmentedproduct,andtheconsumptionsystem.

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錯(cuò)Carlosalwaysbuysbreadandmilkwhenhegoesgroceryshopping.Inthiscase,breadandmilkareexamplesofimpulsegoods.

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錯(cuò)Thefourproduct-mixdimensions(length,width,depth,consistency)permitthecompanytoexpanditsbusiness.

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對(duì)Thepackage,whichhasenclosedtheactualcommodity,iscalledsecondarypackage.

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錯(cuò)A________isanythingthatcanbeofferedtoamarkettosatisfyawantorneed,includingphysicalgoods,services,experiences,events,persons,places,properties,organizations,information,andideas.

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productMarketersmustseethemselvesasbenefitproviders.Forexample,whenashopperpurchasesnewshoes,heorsheexpectstheshoestocoverhisorherfeetandallowhimorhertowalkunobstructed.Thisisanexampleofwhatlevelintheconsumer-valuehierarchy?

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basicproductAnintensivedistributionstrategyserveswellforproductssuchassnackfoodsandsoftdrinks.

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對(duì)AMaseratisportscarisconsideredaconveniencegoodbecauseinterestedbuyerswilltravelfartobuyone.

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錯(cuò)ItwassunnywhenJennywenttoclass,butbythetimeclasswasoveritwasrainingheavily,soJennystoppedbythestudentstoretobuyanumbrellabeforeshewalkedbacktoherdorm.Inthiscase,theumbrellaisanexampleofa(n)________good.

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emergencyWhichofthefollowingbelongtoNondurablegoods?

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shampoo;beer第九章測(cè)試Traditionally,pricewasneveramajordeterminantofbuyerchoice.

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錯(cuò)Althoughconsumersmayhavefairlygoodknowledgeoftherangeofpricesinvolved,veryfewcanaccuratelyrecallspecificpricesofproducts.

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對(duì)Generally,consumersprefersmallpriceincreasesonaregularbasistosudden,sharpincreases.

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對(duì)Shrinkingtheamountofproductinsteadofraisingthepriceisagoodwaytocounteractconsumerresistancetopriceincreases.

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對(duì)Trade-inallowancesarepricereductionsgivenforturninginanolditemwhenbuyinganewone.

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對(duì)Thereservationprice,themaximumthatmostconsumerswillpayforagivenproduct,isknownasthe________price.

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upper-boundAfirmthatisplaguedwithovercapacity,intensecompetition,orchangingconsumerdesireswoulddobetterifitpursues________asitsmajorobjective.

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survivalReferencepricesinclude()

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upperboundprice;fairprice;typicalprice;lastpricepaidAmarketerwhohasunitcostsof$16andwantstoearna20percentmarkuponsaleswouldchargeamarkuppriceof$20.

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對(duì)Valuepricingrequiresacompanytoreengineeritsoperationstobecomealow-costproducer.

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對(duì)Whenexaminingproducts,consumerscompareanobservedpricetoaninternalreferencepricetheyrememberoranexternalframeofreference.

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對(duì)第十章測(cè)試Wholesalersactuallypurchasegoodsfromaproducerinbulkandstoretheminwarehouses.

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對(duì)Amarketingchannelovercomesthetime,place,andpossessiongapsthatseparategoodsandservicesfromthosewhoneedorwantthem.

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對(duì)Add-onservicessuchascredit,delivery,installation,andrepairsprovidedbythemarketingchannelarereferredtoasservicebackup.

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對(duì)Wheneconomicconditionsaredepressed,producerswanttomovegoodstomarketusinglongerchannels.

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錯(cuò)Channelpoweristheabilitytoalterchannelmembers’behaviorsothattheytakeactionstheywouldnothavetakenotherwise.

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對(duì)________aresetsofinterdependentorganizationsparticipatingintheprocessofmakingaproductorserviceavailableforuseorconsumption.

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MarketingchannelsTotalBeverages,amakeroffruitjuicesandhealthdrinks,recentlylaunchedanewbrandofpackageddrinkingwatercalledAquaPure.Inordertoinducedistributorstocarrytheproduct,TotaloffersallitsintermediariesafreerefrigeratortostorebottlesofAquaPure.Thisisanexampleofa________.

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pushstrategySelectivedistributionseverelylimitsthenumberofintermediariesandisappropriatewhentheproducerwantstomaintaincontrolovertheservicelevelandoutputsofferedbytheresellers.

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錯(cuò)Amanufacturerobt