解密市場營銷（雙語）知到章節(jié)答案智慧樹2023年吉林財(cái)經(jīng)大學(xué)

解密市場營銷（雙語）知到章節(jié)測試答案智慧樹2023年最新吉林財(cái)經(jīng)大學(xué)第一章測試

Whichofthefollowingstatementsarecorrect?

參考答案:

Ethicsaresubjectiveandimprecise.;Ethicsareasetofmoralprinciplesthatguideattitudesandbehaviour.;Ethicsdependonsocial,culturalandindividualfactors.

Whichofthefollowingwouldbeconsideredapartnerintheformaldefinitionofmarketing?

參考答案:

null

Stakeholdersofanorganisationcouldinclude:______.

參考答案:

employees;customers;owners;shareholders

Whichofthefollowingsareaboutmarketingethicsissue?

參考答案:

null

Whichofthefollowingsarepotentialbenefitsofanorganisationactinginasociallyresponsiblemanner?

參考答案:

Itcanattractfutureemployees.;Goodpublicity;Itcanencourageconsumerstosupporttheorganisation.;Thegenerationofgoodwill

Aproductcanbe______.

參考答案:

anidea;aservice;agood;aperson

Abrandcanbe______.

參考答案:

acollectionofsymbolsintendedtocreateanimageinacustomer'smind;aname,logo,sloganordesignthatdifferentiatesaproduct

Inmarketing,whichofthefollowingstatementsaboutpromotionarecorrect?

參考答案:

Itcanbeusedtocreateawareness.;Itcanbeusedtoinformorpersuadecustomers.;Itcanbeusedtoremindcustomersaboutaproduct.

Whichofthefollowingaremarketingactivities?

參考答案:

Publicrelations;Personalselling

Thetraditional4Psframeworkincludes______.

參考答案:

product;place

第二章測試

Anorganisationthatoutsourcesfunctionsthatcanbedonemoreefficientlybyspecialistexternalprovidersisshiftingthosefunctionsfrom_________.

參考答案:

itsinternalenvironmenttoitsexternalenvironment;itsinternalenvironmenttoitsmicro-environment

AmoviestudiolobbyinggovernmentstointroduceharsherpenaltiesforthemasscopyingofpiratedDVDsisanexampleofanorganisationattemptingtoinfluenceits_________.

參考答案:

externalenvironment;marketingenvironment

Whichofthefollowingsarepartofanorganisation'smacro-environment?

參考答案:

Socioculturalforces;Politicalforces;Technologicalforces

Whichofthefollowingsareexamplesofaneconomicmacro-environmentalforce?

參考答案:

TheAustraliandollarrisinginvalue;Afallindemandforcommoditiessuchascoalandironoreduetotheglobalfinancialcrisis;Thelevelofconsumerspendingdecreasing;Ariseininterestrates

Therisinguseofsocialnetworkingsitescouldbeattributedto_________.

參考答案:

socioculturalforces;technologicalforces

Factorsthosearebeyondtheorganisation'sdirectcontrol,thoughtheorganisationmaybeabletohavesomeinfluenceoverthem,are_________.

參考答案:

threats;opportunities

Whichofthefollowingsaredemographiccharacteristics?

參考答案:

Ethnicity;Maritalstatus;Gender;Age

Themacro-environmentencompasses_________.

參考答案:

thefactorsoutsideoftheindustrythatinfluencethesurvivaloftheorganisation;localandstategeographiclevels;countryandregionalgeographiclevels

Keyenvironmentalfactorsthatmarketersneedtoconsiderwhenanalysingthemarketingenvironmentincludepolitical,economic,sociocultural,_________forces.

參考答案:

technological;legal;environmental

SWOTincludes_________.

參考答案:

strengthsandthreats;weaknessesandopportunities

第三章測試

Thebroadinfluencesonconsumerbehaviourcanbecategorisedas_________.

參考答案:

group;situational;individual

Whichofthefollowingwoulddescribeanopinionleaderfromamarketingperspective?

參考答案:

Mediacommentatorswhohavealargeaudience;Areferencegroupmemberwhoprovidesrelevantandinfluentialadvice;Apersonofhighstandinginthecommunity

Whichofthefollowingpurchasesituationswouldlikelybedescribedashighinvolvementintermsofconsumerdecision-making?

參考答案:

Infrequentlypurchase;Thepurchaseofmoreexpensiveproducts

Howcanamarketerattempttoreducethelikelihoodofapurchaseroftheirproductexperiencingcognitivedissonance?

參考答案:

Byofferingbonusesorrebatestoberedeemedsometimeafterpurchase,togivethepurchaseradditionalvalue;Byensuringthattheirproducts,whenused,willmeetconsumerexpectations

WhichcountriesbelowwouldscorelowerthanAustraliaorNewZealandonHofstede's'individualism'dimensionofculture?

參考答案:

India;Japan;China

Whichofthefollowingstatementsregardingsubculturesarecorrect?

參考答案:

Subculturesareimportanttomarketerswhentheirshoppingandpurchasingbehaviourissignificantlydifferentfromthereminderofpopulation.;Asubcultureisagroupofindividualswhosharecommonattitudes,valuesandbehavioursthatdistinguishthemfromthebroaderculture.;Ahip-popculturewouldbeanexampleofasubculture.

Whichofthefollowingcouldbeareferencegroupforanindividual?

參考答案:

Theiridols;Theirfamily;Aworkorprofessionalgroup

Demographiccharacteristicsinclude_________.

參考答案:

educationlevelandgender.;ageandincome.;raceandreligiousbelief.

AccordingtoMaslow'stheory,whichofthefollowingneedswouldanindividualattempttosatisfybeforetheothers?

參考答案:

Hunger;Thirst

Whichofthefollowingstatementsarecorrect?

參考答案:

Perceptionissubjective.;Perceptioncanbeparticulartoanindividual.;Perceptioncanbeselective.

第四章測試

Juicybuyssugarfromalocalfactoryandsellslolliestodepartmentstoresandsupermarkets.Whichmarketsdothesetransactionstakeplacein?

參考答案:

Resellermarkets;Producermarkets

Institutionalmarketsaredistinguishedfromotherbusinessmarketsby_________.

參考答案:

thenot-for-profitnatureoftheiractivities.;theirnon-publicnature.

High-valuepurchasesarerelativelycommoninwhichbusinessmarkets?

參考答案:

Resellerandgovernment;Producerandinstitutional

Whichofthefollowingstatementsaboutbusiness-to-businesstransactionsingeneralarelikelytobecorrect?

參考答案:

Theycaninvolveregularrepeatpurchases.;Priceandotherconditionsofsalecanbeopentonegotiation.;Theycanbeforhighvolumeandhighvaluepurchases.

Guitarsusuallyhaveebonyorrosewoodfretboards.Thedemandforebonyandrosewoodvarieswiththedemandforguitars.Thisisanexampleof_________.

參考答案:

deriveddemand;jointdemand

CompanyAbuysglueforuseinmanufacturingitsproductsfromcompaniesB,CandD.WhichofthefollowingareunlikelytodecreasetheamountofgluethatCompanyAdemands?

參考答案:

CompanyBbeginssellinggluetoconsumers.;CompanyCincreasesitsglueprices.;CompanyDstopsproducingglue.;CompanyEbeginsbuyinggluefromcompaniesB,CandD.

Whichofthefollowingsarecorrect?

參考答案:

Manybusinessesusemultiplesupplierssotheyarenotoverlyreliantonanyoneotherbusiness.;Newtaskpurchasesarelikelytoinvolveextensiveevaluationofoptions.;Businesspurchasingdecisionsofteninvolvedevelopmentofaformalproductrequirementspecification.

Inwhichofthefollowingbusinessmarketsarehigh-volumepurchaseslikelytobeacharacteristic?

參考答案:

Governmentmarket;Resellermarket;Institutionalmarket

Whichofthefollowingstatementsarecorrect?

參考答案:

Ajust-in-timeapproachtotakingdeliveryofcomponentsreducesinventorycosts,butincreasestheriskthattheproductionprocesswillbebroughttoahaltbytheshortageofanycomponent.;Whileindustrydemandtendstobeinelastic,demandforthebusinessproductsofanyparticularcompanycanbeelastic.;Demandforcomponentsinbusinessmarketsmostlytendstobepriceinelastic.;Equipmentsupplierscantakeadvantageofjointdemandbyofferingongoingsupplyofmaintenanceandconsumables.

Whichstepsofthebusinessdecision-makingprocessmaybeomittedforthestraightrebuy?

參考答案:

Evaluationofoptions;Informationsearch

第五章測試

Whichofthefollowingstatementsarecorrect?

參考答案:

Customisedmarketingisbestsuitedtosituationswherebuyershaveuniquewants,needsanddemands.;Massmarketingisbestsuitedtosituationswherebuyershavecommonwants,needsanddemands.;Targetmarketingisbestsuitedtosituationswheresubgroupsinthemarketcanbeidentifiedthathavesimilarcharacteristics.

Whichofthefollowingstatementsarecorrect?

參考答案:

Massmarketingisanundifferentiatedapproachtomarketing.;Anundifferentiatedapproachtomarketingpotentiallyallowsanorganisationtoachieveeconomiesofscaleinproduction.

Whichofthefollowingwouldbeadvantagesofacustomisedmarketingstrategy?

參考答案:

Positiveword-of-mouthcustomerreferrals;Potentialrepeatpurchasesfromthecustomer;Customerloyalty;Buildingcloserelationshipswithacustomer

Whichofthefollowingstatementsarecorrect?

參考答案:

null

Whichofthefollowingstatementsarecorrect?

參考答案:

Marketscanbesegmentedmanydifferentwaysusingdifferentsegmentationvariables.;Marketsegmentsshouldbeselectedfortargetingafteranevaluationprocess.;Differenttargetmarketsmayrequireadifferentpositioningstrategy.

Whichofthefollowingstatementsarecorrect?

參考答案:

Geographicsegmentationvariablesincludeclimate.;Targetinggeographicareasthathaveahighnumberofpotentialcustomersmaycreatedistributionefficienciesforanorganisation.;Geographicsegmentationallowsforthesegmentationofverysmallgeographicalareas,suchasasinglesuburb.

Whichofthefollowingstatementsarecorrect?

參考答案:

Howanorganisationwishestopositionitsproductofferingtoatargetmarketshouldinfluencethedevelopmentofitsmarketingmixforthattargetmarket.;Thepositioningofanorganisation,itsproduct/sandbrand/sshouldbeconsistentlyreinforced.;Aproduct,organisationorbrandmaybeabletoberepositioned.

Whichofthefollowingcaninfluencethemarketpositionofanorganisation,itsproducts,oritsbrandsinthemindsoftargetconsumers?

參考答案:

null

Whichofthefollowingwouldbeconsiderationsforanorganisationinevaluatingmarketsegmentsanddecidingwhichtotarget?

參考答案:

Anunderstandingand/oranalysisofcompetitorsandhowtheirofferingsareseenbypotentialtargetmarketsegments;Thepotentialsalesvolumeandrevenuesofdifferentmarketsegments;Theabilityoftheorganisationtosatisfytheneedsandexpectationsofdifferentmarketsegments;Thecosttotheorganisationoftargetingthatmarketsegment

Whichofthefollowingstatementsarecorrect?

參考答案:

null

第六章測試

Whichofthefollowingstatementsarecorrect?

參考答案:

Aphysicalgoodisaproduct.;Aserviceisaproduct.;Aphysicalgoodistangible,aserviceisintangible.

Whichofthefollowingstatementsarecorrect?

參考答案:

null

Forwhichofthefollowingproductsisaconsumerlikelytopurchasewithlittleornoengagementinthedecision-makingprocess?

參考答案:

Unsought;Convenience

Convenienceproductsinclude_________.

參考答案:

stapleproducts;emergencyproducts;impulseproducts

Business-to-businessproductsinclude_________.

參考答案:

partsandmaterials;servicesandsupplies;equipment

Whichofthefollowingstatementsarecorrect?

參考答案:

Inthematurityphaseoftheproductlifecycle,saleswillmostlikelypeakorstarttofall.;henewproductdevelopmentphaseoftheproductlifecyclecaninvolvesubstantialcostsforanorganisation.;Productsmaybeunprofitableintheintroductionphaseoftheproductlifecycle.

Whichofthefollowingstatementsarecorrect?

參考答案:

Business-to-businessproductsincludeproductsthatorganisationsuseintheproductionofotherproducts.;Business-to-businessproductsincludeproductsthatorganisationsuseintheirdailyoperations.;Promotionalactivitiestobuildawarenessofaproductaremostlikelytobenecessaryintheintroductionphaseoftheproductlifecycle.

Abrand_________.

參考答案:

isaslogan;isadesign;isaname;isacollectionofsymbols

Whichofthefollowingstatementsareincorrect?

參考答案:

null

Whichofthefollowingstatementsarecorrect?

參考答案:

Manufacturerbrandsarethemostcommontypeofbrand.;Manufacturerbrandsareownedbyproducersandclearlyidentifiedatthepointofsale.;Privatelabelbrandsareownedbyresellers(suchaswholesalersandretailers).;Privatelabelbrandsarebecomingmorecommon.

第七章測試

Whichofthefollowingfactorswouldbelikelytoinfluenceanorganisation'spricingdecisionforitsproducts?

參考答案:

null

Whichofthefollowingstatementsarecorrect?

參考答案:

Not-for-profitorganisationsmaychargeapricefortheirproducts.;Priceisameasureofvalueforbuyers.;Priceisameasureofvalueforsellers.

Whichofthefollowingstatementsarecorrect?

參考答案:

null

Whichofthefollowingstatementsarelikelytobeincorrect?

參考答案:

High-price,high-marginspecialtybrandsareusuallysoldthroughintensive,conveniencedistribution.;Low-priced,high-volumeproductsareusuallysoldthroughselectiveretaildistribution.;Lowpricesareconsistentwithahighqualitypositioningapproach.

WhichofthefollowingassumptionswouldsupportMcDonald'sdecisiontochargehigherpricesattheirrestaurantsthatarelocatedinlowerincomesuburbs?

參考答案:

McDonald'sbelievesindemand-basedpricing.;Thatdemandfortheirproductinlowincomeareasispriceinelastic.

Whichofthefollowingwouldlikelybeflexiblecostforanorganisation?

參考答案:

Packaging;Rawmaterials;Salescommissions

Whichofthefollowingstatementsarecorrect?

參考答案:

Wheremarginalcostismorethanmarginalrevenue,eachadditionalunitsoldincursalossfortheorganisation.;Wheremarginalcostislessthanmarginalrevenue,anorganisationcanincreaseprofitsbysellingmoreunits.

Whichofthefollowingwouldbeclassifiedas'non-price'competition?

參考答案:

Customerservice;Productquality;Brandimage;Convenience

Whichofthefollowingstatementsarecorrect?

參考答案:

Pricecompetitionisundesirableforasellerunlessithasacostadvantageovercompetitors.;Anorganisationwithlowfixedcostsandhighvariablecostscouldleastaffordtoengageinpricecompetition.;Anorganisationchoosingtocompeteonaspectsotherthanpricehasgreaterpowertodecideontheprofitmarginperunitsoldforitsproducts.

Aboutthecost-pluspricing,whichofthefollowingstatementarecorrect?

參考答案:

Theselleraddstheirrequiredprofitmarginasadollaramountorpercentagetothecostsoncetheprojectiscomplete.;Itisoftenthecaseforlarge,complexprojectssuchasroadsandcommercialbuildingconstruction.

第八章測試

Whichofthefollowingstatementsarecorrect?

參考答案:

null

Whichofthefollowingstatementsarecorrect?

參考答案:

Anorganisationcanimplementsalespromotionstrategiestoofferextravaluetosalespeopleinabidtoincreasesales.;Anorganisationcanimplementsalespromotionstrategiestoofferextravaluetoretailersinabidtoincreasesales.;Anorganisationcanimplementsalespromotionstrategiestoofferextravaluetoconsumersinabidtoincreasesales.;Anorganisationcanimplementsalespromotionstrategiestosmoothdemand.

Whichofthefollowingaredisadvantagesofpersonalsellingoverotherpromotionalactivities?

參考答案:

Personalsellinghasamorelimitedreach.

;Personalsellingistime-consuming.

;Themarketingmessagecanbetailoredtosuitthepotentialbuyer'sneeds.

Whichofthefollowingstatementsarecorrect?

參考答案:

Advertisinginmagazinescanbeeffectiveinreachingnichetargetmarkets.;Theoveralleffectivenessofadvertisingcanbedifficulttomeasure.

Apublicrelationscampaigncouldpotentiallybeusedbyanorganisationforwhichofthefollowingreasons?

參考答案:

Togeneratepositivepublicityandgoodwill;Tocounternegativepublicity;Tobuildandsustaingoodrelationshipswithstakeholders;Aspartofcrisismanagement

Whichofthefollowingstatementsarecorrect?

參考答案:

Advertisinginmagazinescanbeeffectiveinreachingnichetargetmarkets.;Advertisinginnewspapercanbeeffectiveinreachingnichetargetmarkets.;Advertisingviatelevisioncanbeeffectiveintargetingageographicallyconcentratedaudience.

Apublicrelationsprofessionalwouldlikelyengageinwhichofthefollowingactivities?

參考答案:

Medialiaison;Eventpromotion;Lobbying

Whichofthefollowingstatementsarecorrect?

參考答案:

Loyaltyprogramscanbeaformofconsumersalespromotion.;Loyaltyprogramsrewardconsumersfortheamounttheyspend.;Loyaltyprogramsaredesignedtoencouragerepeatpurchases.

Whichofthefollowingstatementsarecorrectinrelationtopost-purchasedissonance?

參考答案:

null

Whichofthefollowingstatementsarecorrect?

參考答案:

Inreturnforfinancialorothersupport,asponsorwillusuallyhavetherighttodisplayorassociatetheirbrandname,logo,oradvertisingwithaneventorperson.;Consumersarebeginningtopaylessattentiontocorporatesponsorships.;Sponsorshipisapublicrelationstool.

第九章測試

Intermediariesinadistributionchannelcaninclude_________.

參考答案:

wholesalers;industrialdistributors;retailers

BestWesternallowspeopletobookamotelroombycontactingthem,orviaretailtravelagentsoronlineservicessuchas.Whichofthefollowingoptionsbestdescribesthisdistributionmodel?

參考答案:

Indirect;selectively;Direct

Whichofthefollowingdistributionchannelsarecorrect?

參考答案:

Producer,agent/broker,consumer;Producer,wholesaler,retailer,consumer;Producer,consumer

Whichofthefollowingwouldberelevantconsiderationsforthelocationofaretailstore?

參考答案:

Customeraccesstopublictransportandpublicparkingavailableinapotentialarea.;Whetherthegeographicareacontainsasignificantproportionoftheirtargetmarketdemographic.;Proximitytocompetitors.;Proximitytocomplementaryretailers.

Abenefitthatretailersofferinthedistributionchannelisexchangeefficiency.Thismeansthat_________.

參考答案:

thenumberofpartiesthatproducersandwholesalersmustdealwithisreduced;thenumberofsellersthatconsumersmustdealwithisreduced

Discountstoresarecharacterisedby_________.

參考答案:

lowmargins;highturnover;self-service

Whichofthefollowingsareformsofdirectmarketing?

參考答案:

Automaticvendingmachines;Telemarketing;Cataloguemarketing;Door-to-doorselling

Whichofthefollowingstatementsarecorrect?

參考答案:

Agentsandbrokerscanoperateonbehalfofsellers.;Agentsandbrokerscanactasintermediariestoconnectmembersofthemarketingchannel.;Agentsandbrokerscanoperateonbehalfofbuyers.;Agentsandbrokerscanoperateonbehalfofbothbuyersandsellers.

Whichofthefollowingstatementsarecorrect?

參考答案:

Wholesalerstendtodealwithlargevolumesofproductsintheirtransactions.;Wholesalingdoesnotincludetransactionswithendconsumers.;Wholesalersdealwithbusinessesinthedistributionchannel.

Whichofthefollowingsarepotentialbenefitsprovidedbywholesalers?

參考答案:

null

第十章測試