市場(chǎng)營(yíng)銷學(xué)（全英）智慧樹知到課后章節(jié)答案2023年下浙江外國(guó)語(yǔ)學(xué)院

市場(chǎng)營(yíng)銷學(xué)（全英）智慧樹知到課后章節(jié)答案2023年下浙江外國(guó)語(yǔ)學(xué)院浙江外國(guó)語(yǔ)學(xué)院

第一章測(cè)試

（）arehumanneedsasshapedbyindividualpersonalityandculture.

A:ValuesB:WantsC:NeedsD:Demands

答案:Wants

A(n)（）issomecombinationofproducts,services,information,orexperiencesofferedtoconsumerstosatisfyaneedorwant.

A:marketofferingB:valuepropositionC:demandsatisfactionD:needproposition

答案:marketoffering

Manysellersmakethemistakeofpayingmoreattentiontothespecificproductstheyofferthantothebenefitsandexperiencesproducedbytheseproducts.Thesesellerssufferfrom（）.

A:sellingmyopiaB:marketingmyopiaC:valuepropositionD:marketingmanagement

答案:marketingmyopia

Marketingismanagingprofitablecustomerrelationships.（）

A:錯(cuò)B:對(duì)

答案:對(duì)

Humanneedsareshapedbycultureandindividualpersonality.（）

A:對(duì)B:錯(cuò)

答案:錯(cuò)

第二章測(cè)試

Whenafirmdevelopsandmaintainsastrategicfitbetweenitsgoalsandcapabilities,itisperforming（）.

A:valuesplanningB:business-portfolioplanningC:missionplanningD:strategicplanning

答案:strategicplanning

Whenacompanypositionsitsproducts,itshouldfirstidentifypotentialcustomervaluedifferenceswithinaspecificmarketsegment,whichmaybethebasisfortheproduct'scompetitiveadvantage.（）

A:對(duì)B:錯(cuò)

答案:對(duì)

OnevalidcriticismofthefourPsconceptisthatservicesarenotconsidered.（）

A:錯(cuò)B:對(duì)

答案:錯(cuò)

Toimproveitsvaluedeliverynetwork,acompanyneedstoexaminethemembersofthesupplychain.（）

A:錯(cuò)B:對(duì)

答案:對(duì)

第三章測(cè)試

Relationshipmarketingfocusesmoreattentionon_____customersbecausenewcustomers

are_____toacquirecomparedtoexistingcustomers.（）

A:existing;lessexpensiveB:existing;moreexpensiveC:new;moreexpensiveD:new;lessexpensive

答案:existing;moreexpensive

Thetwocriticalcomponentsofdistributionstrategyare_____and_____.（）

A:marketingchannels;logisticsandsupply-chainmanagement.B:warehousing;transportation.C:location;cost.D:physicaldistribution;relationshipmarketing.

答案:marketingchannels;logisticsandsupply-chainmanagement.

Accordingtorelationshipmarketing,intradepartmentalrelationshipsareasimportantasexternalcustomers.（）

A:錯(cuò)B:對(duì)

答案:對(duì)

Relationshipmarketingbelievesthatinternalmarketingiscriticaltothesuccessofexternalmarketingplans.（）

A:對(duì)B:錯(cuò)

答案:對(duì)

Relationshipmarketingclassifiesitscustomersintermsofthestrengthoftheorganization-to-customerrelationship.Thefollowingcustomerrelationshipladderoutlinesthetypeofrelationshipsandthedegreeofcommitment:customer<regularuser<loyalsupporter<advocate.（）

A:對(duì)B:錯(cuò)

答案:對(duì)

第四章測(cè)試

WhichofthefollowingisNOTatypeoffactorinacompany'smacroenvironment?（）

A:competitiveB:demographicC:technologicalD:economic

答案:competitive

WhichofthefollowingisNOTanexampleofthetypeofpublicthatispartofacompany'smarketingenvironment?（）

A:mediaB:financialC:governmentD:marketingdepartment

答案:marketingdepartment

Today'smarketersmustsuccessfullybuildrelationshipstoconnecteffectivelywithcustomers,othersinthecompany,andexternalpartners.（）

A:錯(cuò)B:對(duì)

答案:對(duì)

Themicroenvironmentconsistsoflargersocietalforcesthataffectacompany,suchasdemographic,economic,political,andculturalforces.（）

A:對(duì)B:錯(cuò)

答案:錯(cuò)

Marketingresearchfirms,advertisingagencies,mediafirms,andmarketingconsultingfirmsareallreferredtoasmarketingservicesagencies.（）

A:錯(cuò)B:對(duì)

答案:對(duì)

第五章測(cè)試

Therealvalueofacompany'smarketingresearchandinformationsystemliesinthe（）.

A:varietyofcontactmethodsitusesB:qualityofcustomerinsightsitprovidesC:efficiencywithwhichitcompletesstudiesD:amountofdataitgenerates

答案:qualityofcustomerinsightsitprovides

Fourcommonsourcesofinternaldataincludetheaccountingdepartment,operations,thesalesforce,andthe（）.

A:stockholdersB:onlinefocusgroupsC:marketingdepartmentD:competition

答案:marketingdepartment

Mostmarketerstodaybelievetheystilllackasufficientquantityofresearchdatatomakehigh-qualitydecisions.（）

A:對(duì)B:錯(cuò)

答案:錯(cuò)

Therealvalueofmarketingresearchandinformationliesnotinquantitybutinthecustomerinsightsprovided.（）

A:錯(cuò)B:對(duì)

答案:對(duì)

Beforetheresearchproblemsandobjectiveshavebeendefined,researchersmustdeterminetheexactinformationneededandpresentittomanagement.（）

A:對(duì)B:錯(cuò)

答案:錯(cuò)

第六章測(cè)試

Whichisnotafacilitatingfunctionofmarketing?（）

A:FinancingB:StandardizingC:SecuringmediainformationD:Risktaking

答案:Securingmediainformation

Jeffrey,themarketingmanageratStille&NyceHomeNeeds,conductsasurveytoidentifyconsumerswhowouldrequireanewtypeofreclinerandresearchesthebestdesignforthem.Afterthis,itistheresponsibilityofKaren,thefinancemanager,todecidethepricingstrategyforthenewproduct.（）

A:錯(cuò)B:對(duì)

答案:錯(cuò)

Themostcommonmethodofdevelopingpsychographicprofilesofapopulationistoconductalarge-scalesurveythatasksconsumerstoagreeordisagreewithseveralhundredAIO(Activities,Interests,andOpinions)statements.（）

A:對(duì)B:錯(cuò)

答案:對(duì)

Interactivemarketingisbuyer-sellercommunicationinwhichthecustomercontrolstheamountandtypeofinformationreceivedfromamarketer.（）

A:錯(cuò)B:對(duì)

答案:對(duì)

第七章測(cè)試

MarketingstimuliconsistofthefourPs.WhichisNOToneofthese?（）

A:productB:promotionC:priceD:politics

答案:politics

Whenaconsumerlearnsaboutanewproductforthefirsttimeandmakesadecisiontotryit,theconsumerisengagedinthealternativeevaluationprocess.（）

A:對(duì)B:錯(cuò)

答案:錯(cuò)

Earlyadoptersareopinionleadersintheircommunitiesandadoptnewideasearlybutcarefully.（）

A:對(duì)B:錯(cuò)

答案:對(duì)

Personalityisaperson'spatternoflivingasexpressedinhisorherpsychographics.（）

A:錯(cuò)B:對(duì)

答案:錯(cuò)

第八章測(cè)試

Asapurchasingagent,Bennybuysgoodsandservicesforuseintheproductionofproductsthataresoldandsuppliedtoothers.Bennyisinvolvedin（）.

A:retailbuyerbehaviorB:consumerbuyingbehaviorC:post-purchasedissonanceD:businessbuyerbehavior

答案:businessbuyerbehavior

Whencomparedtoconsumermarkets,businessmarketsare（）.

A:smallerB:hugeC:approximatelythesameD:somewhatlarger

答案:huge

Thedecideristhepersoninthebusinessbuyingprocesswhocontrolstheflowofinformationtoothersinvolved.（）

A:錯(cuò)B:對(duì)

答案:錯(cuò)

Environmental,organizational,interpersonal,andindividualfactorsallinfluencebusinessbuyerbehavior.（）

A:錯(cuò)B:對(duì)

答案:對(duì)

Accordingtothestagesofthebusinessbuyingprocess,aftercompletingageneralneeddescription,abusinessbuyershouldnextinvitequalifiedsupplierstosubmitproposals.（）

A:錯(cuò)B:對(duì)

答案:錯(cuò)

第九章測(cè)試

Whatarethefoursteps,inorder,todesigningacustomer-drivenmarketingstrategy?（）

A:marketalignment,marketsegmentation,differentiation,andmarketpositioningB:marketsegmentation,differentiation,positioning,andtargetingC:marketsegmentation,targeting,differentiation,andpositioningD:positioning,marketsegmentation,massmarketing,andtargeting

答案:marketsegmentation,targeting,differentiation,andpositioning

Yourfirmhasdecidedtolocalizeitsproductsandservicestomeetlocalmarketdemands.Agoodapproachtousewouldbe（）segmentation.

A:benefitB:geographicC:end-useD:customer

答案:geographic

Amarketrarelyexistsforproductsthatofferlessandthereforecostless.（）

A:錯(cuò)B:對(duì)

答案:錯(cuò)

Consumerspositionproductsintheirmindsinordertosimplifythebuyingprocess.（）

A:對(duì)B:錯(cuò)

答案:對(duì)

henacompanychoosesatargetmarketingstrategy,itschoicesareinfluencedbyfactorsrelatedtocompanyresources,productvariability,andtheproduct'slife-cyclestage.（）

A:對(duì)B:錯(cuò)

答案:對(duì)

第十章測(cè)試

Aproductisakeyelementinthe（）.Atoneextreme,itmayconsistofpuretangiblegoodsorattheotherextreme,pureservices.

A:brandequityB:marketofferingC:brandextensionD:co-branding

答案:marketoffering

Thethirdlevelofaproductthatproductplannersmustconsiderisa(n)（）thatoffersadditionalconsumerservicesandbenefits.

A:augmentedproductB:brandequityC:industrialproductD:brandextension

答案:augmentedproduct

Customerscometoknowabrandthroughawiderangeofcontactsandtouchpoints,includingwordofmouth,personalinteractionswithcompanypeople,telephoneinteractions,andcompanyWebpages.（）

A:對(duì)B:錯(cuò)

答案:對(duì)

Whenacompanyintroducesanewbrandnameinthesameproductcategory,itiscalledlineextension.（）

A:對(duì)B:錯(cuò)

答案:錯(cuò)

Goodservicerecoverycanturnangrycustomersintoloyalcustomersandcanevenwinmorecustomerpurchasingandloyaltythanifnoproblemhadoccurredinthefirstplace.（）

A:錯(cuò)B:對(duì)

答案:對(duì)

第十一章測(cè)試

Whatarethetwowaysthatacompanycanobtainnewproducts?（）

A:new-productdevelopmentandacquisitionB:servicedevelopmentandproductextensionC:lineextensionandbrandmanagementD:internaldevelopmentandbrandmanagement

答案:new-productdevelopmentandacquisition

Productimprovements,productmodifications,andoriginalproductscanallbeclassifiedas（）.

A:newproductsB:pioneerproductsC:productextensionsD:productstrategies

答案:newproducts

Concepttestingworksbestwithpeoplewhoarefamiliarwiththenewideaandthenewproduct'spurpose.Thisgenerallyincludestopmanagement,thesalesforce,andresearchanddevelopment.（）

A:錯(cuò)B:對(duì)

答案:錯(cuò)

Thestageatwhichnewproductandmarketingprogramsareintroducedintorealisticmarketsettingsiscalledconcepttesting.（）

A:錯(cuò)B:對(duì)

答案:錯(cuò)

UsingthePLCconcepttodevelopmarketingstrategycanbeproblematicbecausestrategyisbothacauseandaresultoftheproduct'slifecycle.（）

A:錯(cuò)B:對(duì)

答案:對(duì)

第十二章測(cè)試

AllofthefollowingaretypicalsupplychainmembersEXCEPT（）.

A:intermediariesB:resellersC:intermediarycreditorsD:customers

答案:intermediarycreditors

Mostproducerstodayselltheirgoodsdirectlyto（）.

A:finalusersB:finalusersandmarketingmembersC:warehousesD:intermediaries

答案:intermediaries

Inaconventionaldistributionchannel,nochannelmemberhasmuchcontrolovertheothermembers,andnoformalmeansexistsforassigningrolesandresolvingchannelconflict.（）

A:對(duì)B:錯(cuò)

答案:對(duì)

Generallyspeaking,acompany'smarketingchannelobjectivesareinfluencedbythelevelofcustomerservicesought,thenatureofthecompany,itsproducts,itsmarketingintermediaries,itscompetitors,andtheenvironment.（）

A:錯(cuò)B:對(duì)

答案:對(duì)

Theproducerandintermediariesneedtoagreeonthetermsandresponsibilitiesofeachmember,includingpricepolicies,conditionsofsale,territorialrights,andspecificservicestobeperformedbyeachparty.（）

A:對(duì)B:錯(cuò)

答案:對(duì)

第十三章測(cè)試

Whichtypeofstoresusuallycarrymorespecialtygoodsforwhichcustomersliketobe"waitedon"andhavemuchhigheroperatingcosts,whicharepassedalongtothecustomer?（）

A:full-servicestoresB:categorykillerstoresC:independentstoresD:self-servicestores

答案:full-servicestores

（）areflourishingduetoincreaseduseofmarketsegmentationandmarkettargeting.

A:SpecialtystoresB:DiscountstoresC:ChainstoresD:Superstores

答案:Specialtystores

Wholesalingincludesalltheactivitiesinvolvedinsellingproductsorservicesdirectlytofinalconsumersfortheirpersonal,non-businessuse.（）

A:錯(cuò)B:對(duì)

答案:錯(cuò)

Departmentstorescarrynarrowproductlineswithdeepassortmentswithinthoselines.（）

A:對(duì)B:錯(cuò)

答案:錯(cuò)

Off-priceretailerspayregularwholesalepricesfortheirmerchandisebutmaintainlowpricesbyacceptinglowermarginsandsellinghighervolume.（）

A:錯(cuò)B:對(duì)

答案:錯(cuò)

第十四章測(cè)試

Anypaidformofnon-personalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsoriscalled（）.

A:directmarketingB:personalsellingC:salespromotionD:advertising

答案:advertising

WhichofthefollowingisNOTamajorcategoryinacompany'spromotionmix?（）

A:publicrelationsB:directmarketingC:strategicpositioningD:salespromotion

答案:strategicpositioning

WhichofthefollowingisNOTafactorinthechangesoccurringintoday'smarketingcommun