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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
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