Marketing智慧樹知到期末考試答案章節(jié)答案2024年上海對(duì)外經(jīng)貿(mào)大學(xué)

Marketing智慧樹知到期末考試答案+章節(jié)答案2024年上海對(duì)外經(jīng)貿(mào)大學(xué)Secondarydataisdataoriginatedbytheresearcherforthespecificpurposeofaddressingtheresearchproblem.（）

答案:錯(cuò)Applicationfees,tuition,andfinesareallexamplesofprices.（）

答案:對(duì)Aquestionnaireisaninformalsetofquestionsforobtaininginformationfromrespondents.（）

答案:錯(cuò)WhicharestrategiestomanageChannelconflict?（）

答案:Jointmemberships;Employeeexchange;DualcompensationForsomeintermediaries,theyassistinthedistributionprocessbutneithertaketitletogoodsnornegotiatepurchasesorsales.Wecallthem_______.（）

答案:Differencesinperception;Unclearrolesandrights;Goalincompatibility;Transaction-specificinvestmentRenaultanditsrivalsareracingtooffermiddle-classconsumersanewvaluepropositionbysellingcarsfortheequivalentof$10,000orless.OntheheelsofRenaultsuccesswithDaciaLogancamethe$2,500NanofromIndiaTataMotors.Thisillustratesthat________.（）

答案:marketsuccessdependsonreachingathresholdofacceptablequalityforconsumers.Forsomeintermediaries,theybuy,taketitleto,andresellthemerchandise.Wecallthem(ABC).

答案:Merchants________referstoamarket-coveragestrategyinwhichafirmdecidestoignoremarketsegmentdifferencesandgoafterthewholemarketwithoneoffer.（）

答案:UndifferentiatedmarketingBrandsalsoprovidefirms_________.Abrandcanhaveintellectualpropertyrights,offeringlegaltitletothebrandowner.Thebrandnamecanbeprotectedthroughregisteredtrademarks;manufacturingprocessescanbeprotectedthroughpatents,andpackagingcanbeprotectedthroughcopyrightsanddesigns.（）

答案:legalprotectionforuniquefeaturesoraspectsofaproductTherecordingofbehavioralpatternsofpeople,objects,andeventsinasystematicmannertoobtaininformationaboutthephenomenonofinterestiscalled________.（）

答案:observationInamarketwith________,themarketconsistsofmanybuyersandafewsellerswhoarelikelytohavesimilarpricing.（）

答案:oligopolisticcompetitionThefullmixofbenefitsonwhichabrandisdifferentiatedandpositionedisknownasthebrand________.（）

答案:valueproposition臺(tái)達(dá)汽車根據(jù)客戶的年齡、性別和收入銷售汽車。以下哪種類型的市場(chǎng)細(xì)分在這里很明顯（）？

答案:demographicsegmentationWhencustomershavelowinvolvementinapurchasebutperceivesignificantbranddifferences,theywillmostlikelyengagein________.（）

答案:variety-seekingbuyingbehaviorAccordingtomanagementguruPeterDrucker,"Theaimofmarketingisto________.（）

答案:makesellingunnecessaryPolloCampero,achickenrestaurantchainbasedinCentralAmerica,isusingthefollowingmethodforexpandingoperationsintheUnitedStates.（）

答案:franchising________areconsumerproductsandservicesthatcustomersusuallybuyfrequently,immediately,andwithminimalcomparisonandbuyingeffort.（）

答案:convenienceproductsSomecompaniesobtaintherightstousethenamesorsymbolspreviouslycreatedbyothermanufacturersforafee.Thisprocessisknownas________.（）

答案:licensingThecompaniescangetlotsofbenefitsfromco-branding.Whichonedoesnotinclude?（）

答案:improveproductqualityNotalltypesofingredientbrandingareco-branding.Whichoneisnotatypeofingredientbranding?（）

答案:Tide’slavender-scenteddetergent________istheassignmentofvalue,ortheamountaconsumermustgivetoreceiveaproduct.（）

答案:PriceSecondarydataisdataoriginatedbytheresearcherforthespecificpurposeofaddressingtheresearchproblem.（）A.TRUEB.FALSE

答案:錯(cuò)Aquestionnaireisaninformalsetofquestionsforobtaininginformationfromrespondents.（）A.TRUEB.FALSE

答案:錯(cuò)Whenlittleisknownabouttheproblemsituation,itisdesirabletobeginwithdescriptiveresearch.（）

答案:錯(cuò)Astructuredquestionnaireisgiventoasampleofapopulationandisdesignedtoelicitspecificinformationfromrespondentswhenusingthesurveymethod.（）A.TRUEB.FALSE

答案:對(duì)Asinglequestionthatattemptstocovertwoissuesiscalledadouble-barreledquestion.（）A.TRUEB.FALSE

答案:對(duì)Forbrick-and-clickcompanies,howtocoordinatetheinterestbetweentraditionalintermediariesande-commercechannel?（）

答案:OfferdifferentbrandsorproductsontheInternet;TakeordersontheWebsitebuthaveretailersdeliverandcollectpayment;OfferofflinepartnershighercommissionstocushionthenegativeimpactonsalesB2Bsitesgivebuyerseasyaccesstoagreatdealofinformationfrom:（）

答案:Infomediaries;SupplierWebsites;Customercommunities;MarketmakersAbuyer’sdecisionsareinfluencedby________suchasthebuyer’sageandlife-cyclestage,occupation,economicsituation,lifestyle,personality,andself-concept.（）

答案:personalcharacteristics"Designinganeffectivemarketingmixalsoconveystopotentialbuyersaclearcustomer________,whichisaclusterofbenefitsthatanorganizationpromisescustomerstosatisfytheirneed.（）

答案:valueproposition根據(jù)恩斯特·恩格爾的研究，隨著收入的增加，人們?cè)谑澄锷系幕ㄙM(fèi)比以前高出（）。

答案:下Thepercentageofthetotalattemptedinterviewsthatarecompletedisreferredtoas________.（）

答案:responserateConsumerproductsreferto________.（）

答案:productsandservicesboughtbyfinalconsumersforpersonalconsumptionprimarilyintangibleofferingsfrommarketersFromaneconomicperceptive,brandsfacilitateconsumersto_________forproductsbothinternally(intermsofhowmuchtheyhavetothink)andexternally(intermsofhowmuchtheyhavetolookaround).（）

答案:reducesearchcostsFlurrbies,abrandofuniquewinteraccessoriesthatquicklyfellinandoutoffavorwithcustomers,isanexampleofa（）.

答案:fadA________referstothewayaproductisdefinedbyconsumersonimportantattributes—theplacetheproductoccupiesinconsumersmindsrelativetocompetingproducts.（）

答案:productposition________isanobservationalresearchstrategyinwhichhumanobserversrecordthephenomenonbeingobservedasitoccurs.（）

答案:Personalobservation"Thesetofmarketingtoolsafirmusestoimplementitsmarketingstrategyiscalledthe________.（）

答案:marketingmix根據(jù)管理大師彼得·德魯克（PeterDrucker）的說法，“營(yíng)銷的目的是（）。

答案:使銷售變得不必要"Themajormarketingmixtoolsareclassifiedintofourgroups,namelyproduct,price,place,and______.（）

答案:promotionBrandsprovidefirms_________.Abrandcanhaveintellectualpropertyrights,offeringlegaltitletothebrandowner.（）

答案:legalprotectionforuniquefeaturesoraspectsofaproduct品牌供應(yīng)商（）。品牌可以擁有知識(shí)產(chǎn)權(quán)，為品牌所有者提供合法所有權(quán)。

答案:對(duì)產(chǎn)品獨(dú)特功能或方面的法律保護(hù)公關(guān)公司根據(jù)特定客戶的需求和喜好定制廣告和促銷服務(wù)。這是例證（）。

答案:個(gè)人營(yíng)銷Whichofthefollowingistruewithregardtoproducts?（）

答案:Productsincludeservices,events,persons,places,organizations,ideas,oramixtureofthese.Whichofthefollowingisanexampleofaconvenienceproduct?（）

答案:fastfood最準(zhǔn)確的說法是，當(dāng)客戶購(gòu)買產(chǎn)品時(shí)，他們會(huì)根據(jù)（）來判斷價(jià)值和成本。

答案:感知價(jià)值WhichofthefollowingisNOTacommonvariableusedbybothconsumerandbusinessmarketerswhilesegmentingmarkets?（）

答案:operatingcharacteristicsWhichofthefollowingisanexternalinfluencethataffectspricingdecisions?（）

答案:competitionA________isaname,term,sign,symbol,design,oracombinationofthese,thatidentifiesthemakerorsellerofaproductorservice.（）

答案:brand通過（）差異化，品牌可以在功能、性能或風(fēng)格和設(shè)計(jì)上實(shí)現(xiàn)差異化。

答案:產(chǎn)品展示"Thefirmmustblendeachmarketingmixtoolintoacomprehensive________marketingprogramthatcommunicatesanddeliverstheintendedvaluetochosencustomers.（）

答案:integratedWhichofthefollowingistruewithregardtoservices?（）

答案:Servicesareaformofproductthatconsistsofactivities,benefits,orsatisfactionsofferedforsale.Manymarketingmanagersdefineabrandasmorethanjustthat—assomethingthathasactuallydevelopedacertainamountofsomething,whichdoesnotinclude_____.（）

答案:valuechain根據(jù)營(yíng)銷過程的五步模型，以下哪項(xiàng)是為客戶創(chuàng)造價(jià)值的第三步（）？

答案:構(gòu)建提供卓越價(jià)值的整合營(yíng)銷計(jì)劃WhichofthefollowingisNOTatypeofpricingobjective?（）

答案:elasticityA(n)________isastructuredtechniquefordatacollectionthatconsistsofaseriesofquestions,writtenorverbal,whicharespondentanswers.（）

答案:questionnaireApublicrelationsfirmtailorsitsadvertisingandpromotionalservicesaccordingtotheneedsandpreferencesofspecificcustomers.Thisexemplifies________.（）

答案:individualmarketing單選題________isanobservationalresearchstrategyinwhichhumanobserversrecordthephenomenonbeingobservedasitoccurs.（）

答案:PersonalobservationWhatsetsthefloorforproductprices?（）

答案:productcosts一個(gè)細(xì)分市場(chǎng)如果（）的吸引力較小。新進(jìn)入者A.is難以進(jìn)入

答案:已經(jīng)包含許多強(qiáng)大而激進(jìn)的競(jìng)爭(zhēng)對(duì)手Indigitalmarketing,whatkindofcustomersbringmostoftheprofits?（）

答案:RegularcustomersCompaniesrisklosingtheirhomemarkets________.（）

答案:astheymayfindforeigncompetitorsintheirownbackyardsWhydocompaniesfailtoconductco-branding?Whichonedoesnotinclude?（）

答案:borrowthenecessaryexpertiseWhatdobrandsmattertoconsumers?Whichonedoesnotinclude?（）

答案:asourceofcompetitiveadvantageandfinancialreturns（）實(shí)際區(qū)分公司的市場(chǎng)產(chǎn)品，創(chuàng)造卓越的客戶價(jià)值。

答案:差異化A________consistsofasetofbuyerswhosharecommonneedsorcharacteristicsthatthecompanydecidestoserve.（）

答案:targetmarket________isanunstructured,exploratoryresearchmethodologybasedonsmallsamples,whichprovidesinsightsandunderstandingoftheproblemsetting.（）

答案:QualitativeresearchWhenacompetitorcutsitsprice,acompanymightdecideto________ifitbelievesitwillnotlosemuchmarketshareorwouldlosetoomuchprofitbycuttingitsownprice.（）

答案:maintainitscurrentpriceandprofitmarginU.S.sugarimportquotashaveexistedformorethan50yearsandpreserveabouthalfoftheU.S.sugarmarketfordomesticproducers.WhydoestheUnitedStatescontinuetohavethesequotas（）?

答案:toreducecompetitionforitsdomesticsugarindustryWhichofthefollowingmajordecisionsshouldacompanymakeimmediatelyafteritdecidestooperateinternationally?（）

答案:decidingwhichmarketstoenterTosuccessfullymarkettheCorvettetotheEuropeanmarket,GeneralMotorshadtomaketheautomobileshorterandnarrower.GMchosetousea________strategywiththeCorvette.（）

答案:productadaptationPolloCampero,achickenrestaurantchainbasedinCentralAmerica,isusingthefollowingmethodforexpandingoperationsintheUnitedStates:（）

答案:franchisingThedecisiontoenteroneormoreparticularmarketsoutsidethehomecountrydependsonallofthementionedfactorsexcept:（）

答案:threatsCompetitoranalysisisimportantbecause:（）

答案:Alloftheabove.Whichofthefollowingisamethodofcompetitoranalysis?（）

答案:BothAandBabove.Strikingabalancebetweencustomerorientationandcompetitiveorientationmeans:（）

答案:Balancingthefocusonunderstandingandmeetingcustomerneedswithanawarenessofandresponsetocompetitoractivities.Acostleadershipstrategyischaracterizedby:（）

答案:Providingthelowestcostforatypeofproductorservice.Acompanyimplementingadifferentiationstrategywouldlikely:（）

答案:Strivetomakeitsproductuniqueandattractivetocustomers.Whatisasignificantadvantageofdigitalmarketing?（）

答案:Itallowsbusinessestoreachaglobalmarketplace.HowisdigitalmarketinginfluencedbyAI(ArtificialIntelligence)?（）

答案:AIhelpsinimprovingpersonalizationandcustomerserviceindigitalmarketing.Whichofthefollowingisapotentialdisadvantageofdigitalmarketing?（）

答案:Itcanleadtonegativepublicreactionsifnotusedcorrectly.Whatisakeytrendindigitalmarketingforthefuture?（）

答案:GreateruseofAIandbigdataforpersonalizedmarketing.WhatisDigitalMarketing?（）

答案:Promotionofproductsorbrandsviaoneormoreformsofelectronicmedia.Themajorpromotiontoolthatincludescatalogs,telephonemarketing,kiosks,theInternet,andmoreiscalled________.（）

答案:directmarketingIntegratedmarketingcommunicationsproducesbettercommunications________andgreater________impact.（）

答案:consistency;salesWhatdomanycompaniesusetosetsalesforcesize?（）

答案:workloadapproach________becomesmoreimportantascompetitionincreases.Thecompany’sobjectiveistobuildselectivedemand.（）

答案:PersuasiveadvertisingThe_______budgetsettingmethodisoftenpreferredbecauseitisthemostlogicalmethod.Itdealsmorewithspecificpromotiongoalsandaccomplishments.（）

答案:objective-and-taskAnapproachcalled________iswhenacompanyusesagroupofpeoplefromsales,marketing,engineering,finance,technicalsupport,andevenuppermanagementtoservicelarge,complexaccounts.（）

答案:teamsellingOfthemainconsumerpromotiontools,whichisthemosteffectiveforintroducinganewproduct?（）

答案:samplingAmessageshowingaproduct’squality,economy,value,orperformanceiscalleda________appeal.（）

答案:rationalWhythechannelmanagementisimportant?（）

答案:Channeldecisionsincluderelativelylong-termcommitmentswithotherfirmsaswellasasetofpoliciesandprocedures.;Thedecisionaboutamarketingchannelsystemisoneofthemostcriticalfactorsmanagementfaces.;Thechannelsthatthecompanychosenprofoundlyaffectallothermarketingdecisions.;Inmanagingitsintermediaries,thefirmmustdecidehowmuchefforttodevotetopushversuspullmarketing.Achannelconsistsofaproducer,wholesaler(s),andretailer(s).Andallthischannelmembersactasaunifiedsystem.Whatmarketingsystemarethey?（）

答案:VerticalmarketingsystemWhichtypeofpowerisnotchannelpower?（）

答案:NegotiatingpowerForsomeintermediaries,theysearchforcustomersandmaynegotiateontheproducer’sbehalfbutdonottaketitletothegoods.Wecallthem________.（）

答案:Brokers;Manufacturer’srepresentativesWhicharecausesofchannelconflict?（）

答案:Differencesinperception;Unclearrolesandrights;Goalincompatibility;Intermediaries’dependenceonthemanufacturerWhichfunctionsconstituteabackwardflowfromcustomerstothecompany?（）

答案:Negotiation;Ordering;PaymentBasedonthenumberofintermediaries,thethreestrategeisfordistributionare________.（）

答案:Selectivedistribution;Exclusivedistribution;IntensivedistributionTheproducts,suchasheatingandcoolingsystems,whichrequirsinstallationormaintenance,areusuallysoldby________.（）

答案:FranchiseddealersCompaniesthatsetalowpriceforanewproductinordertoattractalargenumberofbuyersandalargemarketshareareusingthe________strategy.（）

答案:market-penetrationpricingWhichofthefollowingistrueaboutthedemandcurve?

答案:Itshowstherelationshipbetweenproductdemandandproductprice.Whatsetstheceilingforproductprices?（）

答案:customerperceptionsoftheproduct'svalueA(n)________isastraightreductioninpriceonpurchasesduringastatedperiodoftimeoroflargerquantities.（）

答案:discountWhydothesecompaniesrequireco-branding?（）

答案:reducethecostofproductintroduction;leverageequitytheydonothave;somebrandscanborrowthenecessaryexpertiseProductsincludetangiblegoods,andservices_______,events,people,places,organisations,ideas,oramixtureofthese.（）

答案:Placesandorganization;Ideas;Eventsandpeople;MixtureoftheseThreelevelsofproductsandservicesinclude______.（）

答案:Anaugmentproduct;Anactualproduct;ThecorecustomervalueWhydobrandsmattertofirms?（）

答案:Brandsarevaluablepiecesoflegalproperty,capableofattractingmanyloyalconsumersandofinfluencingpotentialconsumers;Brandingcanbeviewedasapowerfulmeanstosecurecompetitiveadvantage.;Brandscanalsoprovideacertainlevelofasignalofquality,facilitatingsatisfiedconsumerstoeasilychoosetheproductagain.;Abrandcanhaveintellectualpropertyrights,offeringlegaltitletothebrandowner.Marketershavealsodividedproductsandservicesintotwobroadclassesbasedonthetypesofcustomersthat