解密市場(chǎng)營(yíng)銷（雙語(yǔ)）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(chǎng)營(yíng)銷（雙語(yǔ)）知到章節(jié)測(cè)試答案智慧樹2023年最新吉林財(cái)經(jīng)大學(xué)第一章測(cè)試Whichofthefollowingstatementsarecorrect?

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Ethicsaresubjectiveandimprecise.;Ethicsareasetofmoralprinciplesthatguideattitudesandbehaviour.;Ethicsdependonsocial,culturalandindividualfactors.Whichofthefollowingwouldbeconsideredapartnerintheformaldefinitionofmarketing?

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nullStakeholdersofanorganisationcouldinclude:______.

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employees;customers;owners;shareholdersWhichofthefollowingsareaboutmarketingethicsissue?

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nullWhichofthefollowingsarepotentialbenefitsofanorganisationactinginasociallyresponsiblemanner?

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Itcanattractfutureemployees.;Goodpublicity;Itcanencourageconsumerstosupporttheorganisation.;ThegenerationofgoodwillAproductcanbe______.

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anidea;aservice;agood;apersonAbrandcanbe______.

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acollectionofsymbolsintendedtocreateanimageinacustomer’smind;aname,logo,sloganordesignthatdifferentiatesaproductInmarketing,whichofthefollowingstatementsaboutpromotionarecorrect?

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Itcanbeusedtocreateawareness.;Itcanbeusedtoinformorpersuadecustomers.;Itcanbeusedtoremindcustomersaboutaproduct.Whichofthefollowingaremarketingactivities?

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Publicrelations;PersonalsellingThetraditional4Psframeworkincludes______.

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product;place第二章測(cè)試Anorganisationthatoutsourcesfunctionsthatcanbedonemoreefficientlybyspecialistexternalprovidersisshiftingthosefunctionsfrom_________.

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itsinternalenvironmenttoitsexternalenvironment;itsinternalenvironmenttoitsmicro-environmentAmoviestudiolobbyinggovernmentstointroduceharsherpenaltiesforthemasscopyingofpiratedDVDsisanexampleofanorganisationattemptingtoinfluenceits_________.

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externalenvironment;marketingenvironmentWhichofthefollowingsarepartofanorganisation’smacro-environment?

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Socioculturalforces;Politicalforces;TechnologicalforcesWhichofthefollowingsareexamplesofaneconomicmacro-environmentalforce?

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TheAustraliandollarrisinginvalue;Afallindemandforcommoditiessuchascoalandironoreduetotheglobalfinancialcrisis;Thelevelofconsumerspendingdecreasing;AriseininterestratesTherisinguseofsocialnetworkingsitescouldbeattributedto_________.

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socioculturalforces;technologicalforcesFactorsthosearebeyondtheorganisation’sdirectcontrol,thoughtheorganisationmaybeabletohavesomeinfluenceoverthem,are_________.

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threats;opportunitiesWhichofthefollowingsaredemographiccharacteristics?

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Ethnicity;Maritalstatus;Gender;AgeThemacro-environmentencompasses_________.

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thefactorsoutsideoftheindustrythatinfluencethesurvivaloftheorganisation;localandstategeographiclevels;countryandregionalgeographiclevelsKeyenvironmentalfactorsthatmarketersneedtoconsiderwhenanalysingthemarketingenvironmentincludepolitical,economic,sociocultural,_________forces.

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technological;legal;environmentalSWOTincludes_________.

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strengthsandthreats;weaknessesandopportunities第三章測(cè)試Thebroadinfluencesonconsumerbehaviourcanbecategorisedas_________.

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group;situational;individualWhichofthefollowingwoulddescribeanopinionleaderfromamarketingperspective?

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Mediacommentatorswhohavealargeaudience;Areferencegroupmemberwhoprovidesrelevantandinfluentialadvice;ApersonofhighstandinginthecommunityWhichofthefollowingpurchasesituationswouldlikelybedescribedashighinvolvementintermsofconsumerdecision-making?

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Infrequentlypurchase;ThepurchaseofmoreexpensiveproductsHowcanamarketerattempttoreducethelikelihoodofapurchaseroftheirproductexperiencingcognitivedissonance?

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Byofferingbonusesorrebatestoberedeemedsometimeafterpurchase,togivethepurchaseradditionalvalue;Byensuringthattheirproducts,whenused,willmeetconsumerexpectationsWhichcountriesbelowwouldscorelowerthanAustraliaorNewZealandonHofstede’s‘individualism’dimensionofculture?

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India;Japan;ChinaWhichofthefollowingstatementsregardingsubculturesarecorrect?

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

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Theiridols;Theirfamily;AworkorprofessionalgroupDemographiccharacteristicsinclude_________.

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educationlevelandgender.;ageandincome.;raceandreligiousbelief.AccordingtoMaslow’stheory,whichofthefollowingneedswouldanindividualattempttosatisfybeforetheothers?

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Hunger;ThirstWhichofthefollowingstatementsarecorrect?

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Perceptionissubjective.;Perceptioncanbeparticulartoanindividual.;Perceptioncanbeselective.第四章測(cè)試Juicybuyssugarfromalocalfactoryandsellslolliestodepartmentstoresandsupermarkets.Whichmarketsdothesetransactionstakeplacein?

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Resellermarkets;ProducermarketsInstitutionalmarketsaredistinguishedfromotherbusinessmarketsby_________.

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thenot-for-profitnatureoftheiractivities.;theirnon-publicnature.High-valuepurchasesarerelativelycommoninwhichbusinessmarkets?

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Resellerandgovernment;ProducerandinstitutionalWhichofthefollowingstatementsaboutbusiness-to-businesstransactionsingeneralarelikelytobecorrect?

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Theycaninvolveregularrepeatpurchases.;Priceandotherconditionsofsalecanbeopentonegotiation.;Theycanbeforhighvolumeandhighvaluepurchases.Guitarsusuallyhaveebonyorrosewoodfretboards.Thedemandforebonyandrosewoodvarieswiththedemandforguitars.Thisisanexampleof_________.

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deriveddemand;jointdemandCompanyAbuysglueforuseinmanufacturingitsproductsfromcompaniesB,CandD.WhichofthefollowingareunlikelytodecreasetheamountofgluethatCompanyAdemands?

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

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Manybusinessesusemultiplesupplierssotheyarenotoverlyreliantonanyoneotherbusiness.;Newtaskpurchasesarelikelytoinvolveextensiveevaluationofoptions.;Businesspurchasingdecisionsofteninvolvedevelopmentofaformalproductrequirementspecification.Inwhichofthefollowingbusinessmarketsarehigh-volumepurchaseslikelytobeacharacteristic?

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Governmentmarket;Resellermarket;InstitutionalmarketWhichofthefollowingstatementsarecorrect?

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

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Evaluationofoptions;Informationsearch第五章測(cè)試Whichofthefollowingstatementsarecorrect?

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Customisedmarketingisbestsuitedtosituationswherebuyershaveuniquewants,needsanddemands.;Massmarketingisbestsuitedtosituationswherebuyershavecommonwants,needsanddemands.;Targetmarketingisbestsuitedtosituationswheresubgroupsinthemarketcanbeidentifiedthathavesimilarcharacteristics.Whichofthefollowingstatementsarecorrect?

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Massmarketingisanundifferentiatedapproachtomarketing.;Anundifferentiatedapproachtomarketingpotentiallyallowsanorganisationtoachieveeconomiesofscaleinproduction.Whichofthefollowingwouldbeadvantagesofacustomisedmarketingstrategy?

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Positiveword-of-mouthcustomerreferrals;Potentialrepeatpurchasesfromthecustomer;Customerloyalty;BuildingcloserelationshipswithacustomerWhichofthefollowingstatementsarecorrect?

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nullWhichofthefollowingstatementsarecorrect?

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Marketscanbesegmentedmanydifferentwaysusingdifferentsegmentationvariables.;Marketsegmentsshouldbeselectedfortargetingafteranevaluationprocess.;Differenttargetmarketsmayrequireadifferentpositioningstrategy.Whichofthefollowingstatementsarecorrect?

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Geographicsegmentationvariablesincludeclimate.;Targetinggeographicareasthathaveahighnumberofpotentialcustomersmaycreatedistributionefficienciesforanorganisation.;Geographicsegmentationallowsforthesegmentationofverysmallgeographicalareas,suchasasinglesuburb.Whichofthefollowingstatementsarecorrect?

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Howanorganisationwishestopositionitsproductofferingtoatargetmarketshouldinfluencethedevelopmentofitsmarketingmixforthattargetmarket.;Thepositioningofanorganisation,itsproduct/sandbrand/sshouldbeconsistentlyreinforced.;Aproduct,organisationorbrandmaybeabletoberepositioned.Whichofthefollowingcaninfluencethemarketpositionofanorganisation,itsproducts,oritsbrandsinthemindsoftargetconsumers?

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nullWhichofthefollowingwouldbeconsiderationsforanorganisationinevaluatingmarketsegmentsanddecidingwhichtotarget?

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Anunderstandingand/oranalysisofcompetitorsandhowtheirofferingsareseenbypotentialtargetmarketsegments;Thepotentialsalesvolumeandrevenuesofdifferentmarketsegments;Theabilityoftheorganisationtosatisfytheneedsandexpectationsofdifferentmarketsegments;ThecosttotheorganisationoftargetingthatmarketsegmentWhichofthefollowingstatementsarecorrect?

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null第六章測(cè)試Whichofthefollowingstatementsarecorrect?

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Aphysicalgoodisaproduct.;Aserviceisaproduct.;Aphysicalgoodistangible,aserviceisintangible.Whichofthefollowingstatementsarecorrect?

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nullForwhichofthefollowingproductsisaconsumerlikelytopurchasewithlittleornoengagementinthedecision-makingprocess?

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Unsought;ConvenienceConvenienceproductsinclude_________.

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stapleproducts;emergencyproducts;impulseproductsBusiness-to-businessproductsinclude_________.

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partsandmaterials;servicesandsupplies;equipmentWhichofthefollowingstatementsarecorrect?

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Inthematurityphaseoftheproductlifecycle,saleswillmostlikelypeakorstarttofall.;henewproductdevelopmentphaseoftheproductlifecyclecaninvolvesubstantialcostsforanorganisation.;Productsmaybeunprofitableintheintroductionphaseoftheproductlifecycle.Whichofthefollowingstatementsarecorrect?

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

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isaslogan;isadesign;isaname;isacollectionofsymbolsWhichofthefollowingstatementsareincorrect?

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nullWhichofthefollowingstatementsarecorrect?

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Manufacturerbrandsarethemostcommontypeofbrand.;Manufacturerbrandsareownedbyproducersandclearlyidentifiedatthepointofsale.;Privatelabelbrandsareownedbyresellers(suchaswholesalersandretailers).;Privatelabelbrandsarebecomingmorecommon.第七章測(cè)試Whichofthefollowingfactorswouldbelikelytoinfluenceanorganisation’spricingdecisionforitsproducts?

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nullWhichofthefollowingstatementsarecorrect?

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

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nullWhichofthefollowingstatementsarelikelytobeincorrect?

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High-price,high-marginspecialtybrandsareusuallysoldthroughintensive,conveniencedistribution.;Low-priced,high-volumeproductsareusuallysoldthroughselectiveretaildistribution.;Lowpricesareconsistentwithahighqualitypositioningapproach.WhichofthefollowingassumptionswouldsupportMcDonald’sdecisiontochargehigherpricesattheirrestaurantsthatarelocatedinlowerincomesuburbs?

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McDonald’sbelievesindemand-basedpricing.;Thatdemandfortheirproductinlowincomeareasispriceinelastic.Whichofthefollowingwouldlikelybeflexiblecostforanorganisation?

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Packaging;Rawmaterials;SalescommissionsWhichofthefollowingstatementsarecorrect?

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Wheremarginalcostismorethanmarginalrevenue,eachadditionalunitsoldincursalossfortheorganisation.;Wheremarginalcostislessthanmarginalrevenue,anorganisationcanincreaseprofitsbysellingmoreunits.Whichofthefollowingwouldbeclassifiedas‘non-price’competition?

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Customerservice;Productquality;Brandimage;ConvenienceWhichofthefollowingstatementsarecorrect?

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Pricecompetitionisundesirableforasellerunlessithasacostadvantageovercompetitors.;Anorganisationwithlowfixedcostsandhighvariablecostscouldleastaffordtoengageinpricecompetition.;Anorganisationchoosingtocompeteonaspectsotherthanpricehasgreaterpowertodecideontheprofitmarginperunitsoldforitsproducts.Aboutthecost-pluspricing,whichofthefollowingstatementarecorrect?

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Theselleraddstheirrequiredprofitmarginasadollaramountorpercentagetothecostsoncetheprojectiscomplete.;Itisoftenthecaseforlarge,complexprojectssuchasroadsandcommercialbuildingconstruction.第八章測(cè)試Whichofthefollowingstatementsarecorrect?

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nullWhichofthefollowingstatementsarecorrect?

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Anorganisationcanimplementsalespromotionstrategiestoofferextravaluetosalespeopleinabidtoincreasesales.;Anorganisationcanimplementsalespromotionstrategiestoofferextravaluetoretailersinabidtoincreasesales.;Anorganisationcanimplementsalespromotionstrategiestoofferextravaluetoconsumersinabidtoincreasesales.;Anorganisationcanimplementsalespromotionstrategiestosmoothdemand.Whichofthefollowingaredisadvantagesofpersonalsellingoverotherpromotionalactivities?

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Personalsellinghasamorelimitedreach.

;Personalsellingistime-consuming.

;Themarketingmessagecanbetailoredtosuitthepotentialbuyer’sneeds.Whichofthefollowingstatementsarecorrect?

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Advertisinginmagazinescanbeeffectiveinreachingnichetargetmarkets.;Theoveralleffectivenessofadvertisingcanbedifficulttomeasure.Apublicrelationscampaigncouldpotentiallybeusedbyanorganisationforwhichofthefollowingreasons?

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Togeneratepositivepublicityandgoodwill;Tocounternegativepublicity;Tobuildandsustaingoodrelationshipswithstakeholders;AspartofcrisismanagementWhichofthefollowingstatementsarecorrect?

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Advertisinginmagazinescanbeeffectiveinreachingnichetargetmarkets.;Advertisinginnewspapercanbeeffectiveinreachingnichetargetmarkets.;Advertisingviatelevisioncanbeeffectiveintargetingageographicallyconcentratedaudience.Apublicrelationsprofessionalwouldlikelyengageinwhichofthefollowingactivities?

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Medialiaison;Eventpromotion;LobbyingWhichofthefollowingstatementsarecorrect?

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Loyaltyprogramscanbeaformofconsumersalespromotion.;Loyaltyprogramsrewardconsumersfortheamounttheyspend.;Loyaltyprogramsaredesignedtoencouragerepeatpurchases.Whichofthefollowingstatementsarecorrectinrelationtopost-purchasedissonance?

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nullWhichofthefollowingstatementsarecorrect?

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Inreturnforfinancialorothersupport,asponsorwillusuallyhavetherighttodisplayorassociatetheirbrandname,logo,oradvertisingwithaneventorperson.;Consumersarebeginningtopaylessattentiontocorporatesponsorships.;Sponsorshipisapublicrelationstool.第九章測(cè)試Intermediariesinadistributionchannelcaninclude_________.

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wholesalers;industrialdistributors;retailersBestWesternallowspeopletobookamotelroombycontactingthem,orviaretailtravelagentsoronlineservicessuchas.Whichofthefollowingoptionsbestdescribesthisdistributionmodel?

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Indirect;selectively;DirectWhichofthefollowingdistributionchannelsarecorrect?

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

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Customeraccesstopublictransportandpublicparkingavailableinapotentialarea.;Whetherthegeographicareacontainsasignificantproportionoftheirtargetmarketdemographic.;Proximitytocompetitors.;Proximitytocomplementaryretailers.Abenefitthatretailersofferinthedistributionchannelisexchangeefficiency.Thismeansthat_________.

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thenumberofpartiesthatproducersandwholesalersmustdealwithisreduced;thenumberofsellersthatconsumersmustdealwithisreducedDiscountstoresarecharacterisedby_________.

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lowmargins;highturnover;self-serviceWhichofthefollowingsareformsofdirectmarketing?

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Automaticvendingmachines;Telemarketing;Cataloguemarketing;Door-to-doorsellingWhichofthefollowingstatementsarecorrect?

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Agentsandbrokerscanoperateonbehalfofsellers.;Agentsandbrokerscanactasintermediariestoconnectmembersofthemarketingchannel.;Agentsandbrokerscanoperateonbehalfofbuyers.;Agentsandbrokerscanoperateonbehalfofbothbuyersandsellers.Whichofthefollowingstatementsarecorrect?

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Wholesalerstendtodealwithlargevolumesofproductsintheirtransactions.;Wholesalingdoesnotincludetransactionswithendconsumers.;Wholesalersdealwithbusinessesinthedistributionchannel.Whichofthefollowingsarepotentialbenefitsprovidedbywholesalers?

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null第十章測(cè)試W