國(guó)際市場(chǎng)營(yíng)銷(xiāo)（山東交通學(xué)院）智慧樹(shù)知到課后章節(jié)答案2023年下山東交通學(xué)院

國(guó)際市場(chǎng)營(yíng)銷(xiāo)（山東交通學(xué)院）智慧樹(shù)知到課后章節(jié)答案2023年下山東交通學(xué)院山東交通學(xué)院

第一章測(cè)試

________managementistheartandscienceofchoosingtargetmarketsandgetting,keeping,andgrowingcustomersthroughcreating,delivering,andcommunicatingsuperiorcustomervalue.

A:DistributionB:MarketingC:OperationsD:StrategicE:Knowledge

答案:Marketing

Aseconomiesadvance,agrowingproportionoftheeconomy'sactivitiesfocusesontheproductionof________.

A:experiencesB:eventsC:productsD:luxurygoodsE:services

答案:services

The"Malaysia,TrulyAsia"adcampaignthatshowcasedMalaysia'sbeautifullandscapeanditsmulticulturalsocietyinordertoattracttouristsisanexampleof________marketing.

A:propertyB:placeC:ideaD:eventE:service

答案:place

InWaltDisney'sMagicKingdom,customerscanvisitafairykingdom,apirateship,orevenahauntedhouse.Disneyismarketinga(n)________.

A:goodB:experienceC:organizationD:eventE:service

答案:experience

Peopleinemergingcountriestodayarebecomingincreasinglyhealthconsciousandareseekinghealthyfoodchoices.Asaresult,demandforhealthfoodsisrisingsteadily,creatinganopportunityformarketerstoexploitthis________market.

A:geographicB:needC:serviceD:businessE:demographic

答案:need

Organizationscateringtothe________marketneedtopricetheirofferingscarefullybecausethesemarketsusuallyhavelimitedpurchasingpower.

A:globalB:consumerC:nonprofitD:exclusiveE:business

答案:nonprofit

Servicesconstitutethebulkofmostcountries'productionandmarketingefforts.

A:錯(cuò)B:對(duì)

答案:錯(cuò)

"FriendsDon'tLetFriendsDriveDrunk,"isanexampleofmarketinginformationtoaninterestedaudience.

A:錯(cuò)B:對(duì)

答案:錯(cuò)

Wantsarethebasichumanrequirementssuchasforair,food,water,clothing,andshelter.

A:錯(cuò)B:對(duì)

答案:錯(cuò)

Theemergenceofearnedmediahasallowedsomecompaniestoreducepaidmediaexpenditures.

A:對(duì)B:錯(cuò)

答案:對(duì)

Wecanthinkofmarketingastheidentification,creation,communication,delivery,andmonitoringofcustomervalue.

A:對(duì)B:錯(cuò)

答案:對(duì)

Ifperformancefallsshortofexpectations,thecustomerisdisappointed.Ifitmatchesexpectations,thecustomerissatisfied.Ifitexceedsthem,thecustomerisdelighted.

A:對(duì)B:錯(cuò)

答案:對(duì)

Whatcanbemarketed?

A:organizationsB:serviceC:informationD:events

答案:organizations;service;information;events

第二章測(cè)試

Thetaskofanybusinessisto________.

A:createcustomerneedsB:reducecompetitionC:delivercustomervalueataprofitD:communicatesimilarvalueasprovidedbycompetitorsE:differentiateintermsofcostofproduction

答案:delivercustomervalueataprofit

Inthecycleofcompletestrategicplanning,takingcorrectiveactionisapartof________.

A:controllingB:planningC:implementationD:analyzingE:organizing

答案:controlling

Ofthefourorganizationallevels,thecorporatelevelislikelytomakewhichofthefollowingdecisions?

A:strategicplanforindividualbusinessunitsB:resourceallocationforeachproductC:enteringanewmarketD:marketingplanforeachproductE:choosingspecificsuppliersforeachbusinessunit

答案:enteringanewmarket

Themarketingplan,thecentralinstrumentfordirectingandcoordinatingthemarketingeffortofacompany,operatesatthe________levels.

A:strategicandtacticalB:corporateandoperationalC:customerandexpenditureD:functionalandoperationalE:corporateanddivision

答案:strategicandtactical

The________laysoutthetargetmarketsandthevaluepropositionthatwillbeoffered,basedonananalysisofthebestmarketopportunities.

A:strategicmarketingplanB:corporatemissionC:customer-valuestatementD:corporatetacticalplanE:organizationalplan

答案:strategicmarketingplan

JuanGarciaplansthedailypromotionalreleasesabouthiscompany'sproductsandservices.Hecanbedescribedasa(n)________planner.

A:selectiveB:operationalC:nicheD:tacticalE:strategic

答案:tactical

Whichofthefollowingisanexampleofgrowthbydiversification?

A:acompanyintegratesbackwardtocutcostsB:acompanyintroducingnewproductcategoryinanewmarketC:acompanyintroducinganewproductcategoryinanexistingmarketD:acompanyintroducingitsexistingproductsinanewmarketE:acompanyincreasesitsproductlineinanexistingmarket

答案:acompanyintroducingnewproductcategoryinanewmarket

Qantas,theAustraliannationalairlinecarrier,introducesflightstotheMiddleEast.Thisisanexampleof________.

A:differentiationB:marketdevelopmentC:diversificationD:productdevelopmentE:marketpenetration

答案:marketpenetration

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

A:diversificationB:focusC:promotionalD:differentiationE:overallcostleadership

答案:differentiation

McDonald'shasoftenteamedupwithDisneytoofferproductsrelatedtocurrentDisneyfilmsaspartofitsmealsforchildren.Thebestdescriptionofthisformofalliancewouldbea________.

A:promotionalallianceB:pricingcollaborationC:productallianceD:networkallianceE:logisticsalliance

答案:promotionalalliance

InternalanalysisinSWOTinvolvesanalyzingthepossibleopportunitiesandthreatsthatcancomefromthemarket.

A:對(duì)B:錯(cuò)

答案:錯(cuò)

Afirmthatisalwaysworkingtoimproveitsproductofferingssuchthatconsumerneedsareaddressedmoreefficientlyisfollowingadifferentiationstrategy.

A:錯(cuò)B:對(duì)

答案:對(duì)

Afirmemployingafocusstrategyconcentratesonachievingsuperiorperformanceinanimportantcustomerbenefitareavaluedbyalargepartofthemarket.

A:錯(cuò)B:對(duì)

答案:錯(cuò)

ExternalEnvironmentanalysisistoanalyse()

A:strengthsB:weaknessesC:threatsD:opportunities

答案:threats;opportunities

第三章測(cè)試

Theheartoftheinternalrecordssystemisthe________becausecustomersfavorfirmsthatcanpromisetimelydelivery.

A:informationneedsprobeB:salesinformationsystemC:order-to-paymentcycleD:dataminingsystemE:datawarehouse

答案:order-to-paymentcycle

The________beginswithsalesrepresentativesanddealerssendingorderstothefirmsandisfollowedbythesalesdepartmentpreparinginvoices,andfinallygeneratingshippingandbillingdocumentswhicharethensenttovariousdepartments.

A:expensecycleB:order-to-paymentcycleC:humanresourcessystemD:payrollsystemE:marketresearchprocess

答案:order-to-paymentcycle

Companiescanpracticetargetedmarketingbyusing________,whicharerecordsofWebsiteusagestoredonpersonalbrowsers.

A:honey-potsB:trollsC:blackswansD:cookiesE:plug-ins

答案:cookies

A________isasetofproceduresandsourcesmanagersusetoobtaineverydayinformationaboutdevelopmentsinthemarketingenvironment.

A:datawarehousingsystemB:productmanagementsystemC:salesinformationsystemD:viralmarketingcampaignE:marketingintelligencesystem

答案:marketingintelligencesystem

Acompanycantakeseveralstepstoimprovethequalityofitsmarketingintelligence.Ifthecompanypurchasescompetitiveproductsforstudy,attendsopenhousesandtradeshows,andreadscompetitors'publishedreportsandstockholderinformation,thecompanyisusing________toimprovethequalityofitsmarketingintelligence.

A:sales-forcesurrogatesB:intermediariesC:advisorypanelsD:customerfeedbacksystemsE:externalnetworks

答案:externalnetworks

A________is"unpredictable,short-lived,andwithoutsocial,economic,andpoliticalsignificance."

A:styleB:fadC:trendD:megatrendE:fashion

答案:fad

A________isa"largesocial,economic,political,andtechnologicalchangethatisslowtoform,andonceinplace,influencesusforsometime—betweensevenandtenyears,orlonger."

A:trendB:fashionC:styleD:megatrendE:fad

答案:megatrend

Agrowingpopulationdoesnotmeangrowingmarketsunless________.

A:thereiscommonownershipofallresourcesB:thegovernmenthasabudgetsurplusC:peoplehavesufficientpurchasingpowerD:thepeopleareunderademocraticsystemofgovernmentE:thereisadequategovernmentalinterventioninthemarket

答案:peoplehavesufficientpurchasingpower

Whichofthefollowingislikelytooccurduringeconomicdownturns?

A:Long-termcreditisavailableatconcessionalratesofinterest.B:Thepurchasingpowerofthepopulationdeclines.C:Thelevelofinvestmentintheeconomyrises.D:Consumptionofnecessarygoodsdecline.E:Peopletendtospendmoreonluxurygoods.

答案:Thepurchasingpowerofthepopulationdeclines.

Today,corporationsneedtomakesurethattheyaregoodcorporatecitizensandthattheirconsumermessagesarehonestinordertopositivelyalignthemselveswithconsumers'viewsof________.

A:themselvesB:organizationsC:theuniverseD:othersE:society

答案:organizations

Firmsthatcandevelopsubstitutematerialsforfinitenonrenewableresourceshaveanexcellentopportunity.

A:對(duì)B:錯(cuò)

答案:對(duì)

Householdscomprisedofsingle,separated,widowed,anddivorcedindividualsgenerallydemandlargerapartmentsandexpensiveappliances,furniture,andfurnishings.

A:錯(cuò)B:對(duì)

答案:錯(cuò)

Thereisaglobaltrendtowardanagingpopulation.

A:錯(cuò)B:對(duì)

答案:對(duì)

Themaindemographicfactormarketersmonitorispopulation,including

A:agedistributionandethnicmixB:educationallevelsC:householdpatterns.D:thesizeandgrowthrateofpopulation

答案:agedistributionandethnicmix;educationallevels;householdpatterns.;thesizeandgrowthrateofpopulation

第四章測(cè)試

________isthesystematicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingthecompany.

A:InternalmarketingB:MarketingplanningC:MarketingcommunicationsD:MarketsegmentationE:Marketingresearch

答案:Marketingresearch

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

A:definetheproblemandresearchobjectivesB:developtheresearchplanC:analyzetheinformationD:makethedecisionE:collecttheinformation

答案:definetheproblemandresearchobjectives

Whichofthefollowingisconsideredtobethelaststepinthemarketingresearchprocess?

A:arrivingatadecisionB:analyzinginformationC:draftingthereportD:controllingtheenvironmentE:presentingfindings

答案:arrivingatadecision

Ifthegoalofmarketingresearchistoshedlightontherealnatureofaproblemandtosuggestpossiblesolutionsornewideas,theresearchissaidtobe________.

A:descriptiveB:quantitativeC:exploratoryD:primaryE:secondary

答案:exploratory

BeforeSandraopenedherfloristshopshereadallshecouldaboutthefloralindustry.Shealsoconsultedseveralpublishedresearchreportstounderstandgrowthpatternsinthelocalareawithparticularinterestinthelocationoffloriststhroughoutthecity.This________helpedhertodecideonthelocationofherstore.

A:secondarydataB:primarydataC:primitivedataD:tertiaryinformationE:licensedinformation

答案:secondarydata

Whichofthefollowingisusedtoassesspeople'sknowledge,beliefs,preferences,andsatisfactionandtomeasurethesemagnitudesinthegeneralpopulation?

A:surveyresearchB:quantitativeresearchC:experimentalresearchD:descriptiveresearchE:observationalresearch

答案:surveyresearch

Ifamarketingresearcherchoosestousewordassociations,theresearcherisusing________questions.

A:semanticdifferentialB:LikertscaleC:open-endD:ratingscaleE:closed-end

答案:open-end

Aftercollectingtherelevantinformation,thenextstepinthemarketingresearchprocessisto________.

A:analyzetheacquireddataB:developtheresearchplanC:definetheproblemandresearchobjectivesD:presenttheprojectreportE:makethefinaldecision

答案:analyzetheacquireddata

Whencompaniesengagestudentstodesignandcarryoutprojects,thepayofftothestudentsisexperienceandvisibility;thepayofftothecompaniesisafreshsetsofeyestosolveproblemsatafractionofwhatconsultantswouldcharge.

A:錯(cuò)B:對(duì)

答案:對(duì)

Adichotomousquestionisaquestionwiththreeormoreanswers.

A:錯(cuò)B:對(duì)

答案:錯(cuò)

Safewaysupermarket'sscannerdatashowsthathigh-incomepeopledon'tnecessarilybuythemoreexpensivebrands.Thisisanexampleofsurveyresearch.

A:對(duì)B:錯(cuò)

答案:錯(cuò)

WhenBankofAmericafollowedfemalebabyboomersathomeandwhiletheyshoppedtoobservethingstheshoppersmightnothavebeenabletoarticulate,theywereusingethnographicresearch.

A:對(duì)B:錯(cuò)

答案:對(duì)

Marketerscancollectprimarydatainthefollowingmainways().

A:surveysB:behavioraldataC:observationD:focusgroups

答案:surveys;behavioraldata;observation;focusgroups

第五章測(cè)試

Aperson's________consist(s)ofallthegroupsthathaveadirect(face-to-face)orindirectinfluenceonhis/herattitudesorbehavior.

A:familyB:subcultureC:socialclassD:referencegroups

答案:referencegroups

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

A:internationalmarketerB:opinionleaderC:rolemodelD:gate-keeperE:transactionalleader

答案:opinionleader

FordMotorsusestheadcaption"MagnifytheAdventure"topromoteitslatestSUV,theFordEndeavour.Theadfeaturesthecartravelingthroughanuneven,rockyterrain.WithinthecontextofJenniferAaker'sbrandpersonalityanalysis,FordEndeavourismostlikelytobestrongonwhichofthefollowingtraits?

A:sincerityB:ruggednessC:sophisticationD:intelligence

答案:ruggedness

Peoplearemorelikelytonoticestimuliwhosedeviationsarelargeinrelationtothenormalsizeofthestimuli.

A:對(duì)B:錯(cuò)

答案:對(duì)

Thebuyingprocessstartswhenthebuyerdecidesto,orenters,astoreorserviceprovider'sfacility.

A:對(duì)B:錯(cuò)

答案:錯(cuò)

AconsumerwhousesGoogletofindcomparativereportsonnewautomobiles,ismostlikelyusingwhichofthefollowinginformationsourcesforassistance?

A:commercialB:personalC:publicD:experiential

答案:commercial

Ifaconsumerisshoppingforasmartphone,allofthesmartphoneoptionsavailableinthemarket—whetheraconsumerknowsaboutthemornot—iscalledthe________set.

A:considerationB:awarenessC:choiceD:total

答案:total

Intheprocessofsearchingandgatheringrelevantinformationoftheproposeproducts,aconsumerwillcometoknowasubsetofthealltheavailablebrands.Thissetiscalled.

A:awarenesssetB:choicesetC:considerationsetD:totalset

答案:awarenessset

Consumerswilldependontheinformationfromtodecidewhethertheyaregoingtobuythegoodsornot.

A:personalsourcesB:commercialsourcesC:publicsourcesD:experientialsources

答案:personalsources;publicsources;experientialsources

Limitedinformationcouldreachitstargetcustomersinmarketing.

A:錯(cuò)B:對(duì)

答案:錯(cuò)

Foratypicalconsumer,mostinformationoftheneededproductsinthemarketscomesfrom.

A:DealersB:FriendsC:ExaminingD:MassMedia

答案:Dealers;Friends;Examining;MassMedia

Amongallthefactors,whichfactorshavethebroadestanddeepestinfluence?

A:culturalfactorsB:psychologicalfactorsC:socialfactorsD:personalfactors

答案:culturalfactors

第六章測(cè)試

A________consistsofagroupofcustomerswhoshareasimilarsetofneedsandwants.

A:marketshareB:verticalmarketingsystemC:marketsegmentD:marketbasket

答案:marketsegment

WhenNikeattemptstogetclosetoitscustomersatthelocallevelbysponsoringlocalschoolteamsandprovidingshoes,equipment,andclothingtomanyofthem,Nikeisusingwhichofthefollowingmarketingformats?

A:affinitymarketingB:grassrootsmarketingC:differentiatedmarketingD:affiliatemarketing

答案:grassrootsmarketing

Pampersdividesitsmarketdemographicallyonthebasisof________intoprenatal,newbaby,baby,toddler,andpreschooler.

A:lifestageB:genderC:incomeD:age

答案:age

JoseandErikahavejustdivorced.WhichofthefollowingdemographicsegmentationsubsegmentformatsmightbeusedbymarketerstoreachJoseorErika?

A:agesegmentB:socialclassC:lifestageD:personalitytype

答案:lifestage

Everyonewhobuysagivenproductwantsthesamebenefitsfromit.

A:錯(cuò)B:對(duì)

答案:錯(cuò)

Anundifferentiatedmarketingapproachtofullmarketcoveragedesignsamarketingprogramforaproductwithasuperiorimagethatcanbesoldtothebroadestnumberofbuyers.

A:錯(cuò)B:對(duì)

答案:對(duì)

In________marketing,thefirmoperatesinseveralmarketsegmentsanddesignsdifferentproductsforeachsegment.

A:individualB:nicheC:undifferentiatedD:differentiated

答案:differentiated

Menandwomenhavedifferentattitudesandbehavedifferently,basedpartlyonandpartlyon.

A:education,socializationB:geneticmakeup,socializationC:geneticmakeup,growingenvironmentD:education,personalexperience

答案:geneticmakeup,socialization

Ifacompanyinlineofsweepersfindsthatmorethanhalfofmenthoughttheyareprimarygroceryshoppersintheirfamilies,itwilltendtohirehandsomemalesuperstarstopromotetheirproductstoattractfemalecustomers.

A:錯(cuò)B:對(duì)

答案:錯(cuò)

Inbehavioralsegmentation,marketersdividebuyersintogroupsonthebasisof.

A:useofaproductB:theirknowledgeofaproductC:attitudetowardaproductD:orresponsetoaproduct

答案:useofaproduct;theirknowledgeofaproduct;attitudetowardaproduct;orresponsetoaproduct

IfMr.Smithaskshisfriendwhohasatreadmillandtrytodecidetobuyasimilarone.Mr.Smith’sfriendplaysaroleofinthebuyingdecision.

A:deciderB:initiatorC:influencerD:user

答案:influencer

areallusualmethodstoidentifymarketsegments.

A:demographicsegmentationB:behavioralsegmentationC:psychologicalsegmentation)D:geographicsegmentation

答案:demographicsegmentation;behavioralsegmentation;geographicsegmentation

第七章測(cè)試

RedBullenlistedcollegestudentsas"RedBullstudentbrandmanagers"todistributesamples,researchdrinkingtrends,designon-campusproductpromotionactivities,andwritestoriesforstudentnewspapers.Fromamarketingmanagementperspective,whichofthefollowingbrandequitydriversismostapplicableinthegivenscenario?

A:theinitialchoicesforthebrandelementsoridentitiesmakingupthebrandB:associationsindirectlytransferredtothebrandbylinkingittoapersonC:theprofitabilityassociatedwithbranddevelopmentD:theproductandallaccompanyingmarketingactivitiesandsupportingmarketingprograms

答案:theproductandallaccompanyingmarketingactivitiesandsupportingmarketingprograms

Brand________aredevicesthatcanbetrademarkedandservetoidentifyanddifferentiatethebrand.

A:perceptionsB:elementsC:imagesD:valuepropositions

答案:elements

Ifconsumerscaneasilyrecallandrecognizeabrandelement,thebrandelementissaidtobe________.

A:protectableB:adaptableC:meaningfulD:memorable

答案:memorable

Toachieveintegratedmarketing,marketersneedavarietyofdifferentmarketingactivitiesthatconsistentlyreinforcethebrandpromise.

A:錯(cuò)B:對(duì)

答案:對(duì)

Whenafirmusesanestablishedbrandtointroduceanewproduct,itiscalledabrand________.

A:valuationB:positioningC:extensionD:harmonization

答案:extension

TheintroductionofDietCokebytheCoca-ColaCompanyisanexampleof________.

A:branddilutionB:brandharmonizationC:categoryextensionD:lineextension

答案:lineextension

Flankersarebrandsthatmaybekeptarounddespitedwindlingsalesbecausetheymanagetomaintaintheirprofitabilitywithvirtuallynomarketingsupport.

A:錯(cuò)B:對(duì)

答案:錯(cuò)

Whatrolescanbrandplayaspartofaportfolio?

A:CashCowsB:Low-endEntryLevelC:Hight-endPrestigeD:Fighter

答案:CashCows;Low-endEntryLevel;Hight-endPrestige;Fighter

Whenafirmusesanestablishedbrandtointroduceanewproduct,theproductiscalleda().

A:brandextensionB:leveragingsecondaryassociationsC:brandingstrategyD:integratedmarketing

答案:brandextension

reflectsthenumberandnatureofbothcommonanddistinctivebrandelements.

A:ChoosingBrandElementsB:BrandingstrategyC:OnlinemarketingD:Integratedmarketing

答案:Brandingstrategy

Inleveragingsecondaryassociations,linkingabrandtosomeoneorsomethingelsecanberiskybecauseanythingbadthathappenstothatotherentitycanalsobelinkedtothebrand.

A:對(duì)B:錯(cuò)

答案:對(duì)

Integratedmarketingistocreatebrandequitybylinkingthebrandtootherinformationinmemorythatconveysmeaningtoconsumers.

A:對(duì)B:錯(cuò)

答案:錯(cuò)

第八章測(cè)試

Aproductisanythingthatcanbeofferedtoamarkettosatisfyawantorneed.

A:對(duì)B:錯(cuò)

答案:對(duì)

Thecustomer-valuehierarchyconsistsofthebasicproduct,corebenefit,expectedproduct,augmentedproduct,andtheconsumptionsystem.

A:錯(cuò)B:對(duì)

答案:錯(cuò)

Carlosalwaysbuysbreadandmilkwhenhegoesgroceryshopping.Inthiscase,breadandmilkareexamplesofimpulsegoods.

A:對(duì)B:錯(cuò)

答案:錯(cuò)

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

A:錯(cuò)B:對(duì)

答案:對(duì)

Thepackage,whichhasenclosedtheactualcommodity,iscalledsecondarypackage.

A:對(duì)B:錯(cuò)

答案:錯(cuò)

A________isanythingthatcanbeofferedtoamarkettosatisfyawantorneed,includingphysicalgoods,services,experiences,events,persons,places,properties,organizations,information,andideas.

A:productB:benefitC:functionD:process

答案:product

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

A:basicproductB:puretangiblegoodC:augmentedproductD:potentialproduct

答案:basicproduct

Anintensivedistributionstrategyserveswellforproductssuchassnackfoodsandsoftdrinks.

A:對(duì)B:錯(cuò)

答案:對(duì)

AMaseratisportscarisconsideredaconveniencegoodbecauseinterestedbuyerswilltravelfartobuyone.

A:對(duì)B:錯(cuò)

答案:錯(cuò)

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

A:homogeneousshoppingB:specialtyC:impulseD:emergency

答案:emergency

WhichofthefollowingbelongtoNondurablegoods?

A:clothingB:refrigeratorsC:beerD:shampoo

答案:beer;shampoo

第九章測(cè)試

Traditionally,pricewasneveramajordeterminantofbuyerchoice.

A:對(duì)B:錯(cuò)

答案:錯(cuò)

Althoughconsumersmayhavefairlygoodknowledgeoftherangeofpricesinvolved,veryfewcanaccuratelyrecallspecificpricesofproducts.

A:錯(cuò)B:對(duì)

答案:對(duì)

Generally,consumersprefersmallpriceincreasesonaregularbasistosudden,sharpincreases.

A:對(duì)B:錯(cuò)

答案:對(duì)

Shrinkingtheamountofproductinsteadofraisingthepriceisagoodwaytocounteractconsumerresistancetopriceincreases.

A:錯(cuò)B:對(duì)

答案:對(duì)

Trade-inallowancesarepricereductionsgivenforturninginanolditemwhenbuyinganewone.

A:對(duì)B:錯(cuò)

答案:對(duì)

Thereservationprice,themaximumthatmostconsumerswillpayforagivenproduct,isknownasthe________price.

A:usualdiscountedB:upper-boundC:typicalD:expectedfuture

答案:upper-bound

Afirmthatisplaguedwithovercapacity,intensecompetition,orchangingconsumerdesireswoulddobetterifitpursues________asitsmajorobjective.

A:marketskimmingB:product-qualityleadershipC:survivalD:profitmaximization

答案:survival

Referencepricesinclude()

A:fairpriceB:lastpricepaidC:typicalpriceD:upperboundprice

答案:fairprice;lastpricepaid;typicalprice;upperboundprice

Amarketerwhohasunitcostsof$16andwantstoearna20percentmarkuponsaleswouldchargeamarkuppriceof$20.

A:對(duì)B:錯(cuò)

答案:對(duì)

Valuepricingrequiresacompanytoreengineeritsoperationstobecomealow-costproducer.

A:錯(cuò)B:對(duì)

答案:對(duì)

Whenexaminingproducts,consumerscompareanobservedpricetoaninternalreferencepricetheyrememberoranexternalframeofreference.

A:對(duì)B:錯(cuò)

答案:對(duì)

第十章測(cè)試

Wholesalersactuallypurchasegoodsfromaproducerinbulkandstoretheminwarehouses.

A:對(duì)B:錯(cuò)

答案:對(duì)

Amarketingchannelovercomesthetime,place,andpossessiongapsthatseparategoodsandservicesfromthosewhoneedorwantthem.

A:錯(cuò)B:對(duì)

答案:對(duì)

Add-onservicessuchascredit,delivery,installation,andrepairsprovidedbythemarketingchannelarereferredtoasservicebackup.

A:對(duì)B:錯(cuò)

答案:對(duì)

Wheneconomicconditionsaredepressed,producerswanttomovegoodstomarketusinglongerchannels.

A:錯(cuò)B:對(duì)

答案:錯(cuò)

Channelpoweristheabilitytoalterchannelmembers'behaviorsothattheytakeactionstheywouldnothavetakenotherwise.

A:對(duì)B:錯(cuò)

答案:對(duì)

________aresetsofinterdependentorganizationsparticipatingintheprocessofmakingaproductorserviceavailableforuseorconsumption.

A:MarketingterrainsB:SalesterritoriesC:CommunicationchannelsD:Marketingchannels

答案:Marketingchannels

TotalBeverages,amakeroffruitjuicesandhealthdrinks,recentlylaunchedanewbrandofpackageddrinkingwatercalledAquaPure.Inordertoinducedistributorstocarrytheproduct,TotaloffersallitsintermediariesafreerefrigeratortostorebottlesofAquaPure.Thisisanexampleofa________.

A:consumerpromotionB:reverseflowC:pullstrategyD:pushstrategy

答案:pushstrategy

Selectived