國際市場營銷（山東交通學(xué)院）知到智慧樹章節(jié)測試課后答案2024年秋山東交通學(xué)院

國際市場營銷（山東交通學(xué)院）知到智慧樹章節(jié)測試課后答案2024年秋山東交通學(xué)院第一章單元測試

Whichofthefollowingstatementsaboutmarketingistrue?

A:Itisseldomusedbynonprofitorganizations.B:Ithelpstobuildaloyalcustomerbasebuthasnoimpactonafirm'sintangibleassets.C:Itcanhelpcreatejobsintheeconomybyincreasingdemandforgoodsandservices.D:Itisoflittleimportancewhenproductsarestandardized.E:Itismoreimportantforbiggerorganizationsthansmallerones.

答案:Itcanhelpcreatejobsintheeconomybyincreasingdemandforgoodsandservices.________managementistheartandscienceofchoosingtargetmarketsandgetting,keeping,andgrowingcustomersthroughcreating,delivering,andcommunicatingsuperiorcustomervalue.

A:MarketingB:StrategicC:KnowledgeD:DistributionE:Operations

答案:MarketingIdentifythecorrectstatementaboutmarketingmanagement.

A:Itfocusessolelyonattaininganorganization'ssalesgoalsinanefficientmanner.B:Itisprimarilyconcernedwiththesystematicgathering,recording,andanalysisofdataaboutissuesrelatedtomarketingproductsandservices.C:Itfocusesmostlyonmonitoringtheprofitabilityofacompany'sproductsandservices.D:Itisdefinedasthefieldthatdealswithplanningandmanagingabusinessatthehighestlevelofcorporatehierarchy.E:Itoccurswhenatleastonepartytoapotentialexchangethinksaboutthemeansofachievingdesiredresponsesfromotherparties.

答案:Itoccurswhenatleastonepartytoapotentialexchangethinksaboutthemeansofachievingdesiredresponsesfromotherparties.Aseconomiesadvance,agrowingproportionoftheeconomy'sactivitiesfocusesontheproductionof________.

A:experiencesB:productsC:eventsD:servicesE:luxurygoods

答案:servicesThe"Malaysia,TrulyAsia"adcampaignthatshowcasedMalaysia'sbeautifullandscapeanditsmulticulturalsocietyinordertoattracttouristsisanexampleof________marketing.

A:ideaB:serviceC:placeD:eventE:property

答案:placeInWaltDisney'sMagicKingdom,customerscanvisitafairykingdom,apirateship,orevenahauntedhouse.Disneyismarketinga(n)________.

A:organizationB:experienceC:eventD:goodE:service

答案:experiencePeopleinemergingcountriestodayarebecomingincreasinglyhealthconsciousandareseekinghealthyfoodchoices.Asaresult,demandforhealthfoodsisrisingsteadily,creatinganopportunityformarketerstoexploitthis________market.

A:geographicB:serviceC:demographicD:businessE:need

答案:needOrganizationscateringtothe________marketneedtopricetheirofferingscarefullybecausethesemarketsusuallyhavelimitedpurchasingpower.

A:nonprofitB:exclusiveC:businessD:consumerE:global

答案:nonprofitServicesconstitutethebulkofmostcountries'productionandmarketingefforts.

A:對B:錯(cuò)

答案:錯(cuò)"FriendsDon'tLetFriendsDriveDrunk,"isanexampleofmarketinginformationtoaninterestedaudience.

A:錯(cuò)B:對

答案:錯(cuò)Wantsarethebasichumanrequirementssuchasforair,food,water,clothing,andshelter.

A:對B:錯(cuò)

答案:錯(cuò)Theemergenceofearnedmediahasallowedsomecompaniestoreducepaidmediaexpenditures.

A:錯(cuò)B:對

答案:對Wecanthinkofmarketingastheidentification,creation,communication,delivery,andmonitoringofcustomervalue.

A:錯(cuò)B:對

答案:對Ifperformancefallsshortofexpectations,thecustomerisdisappointed.Ifitmatchesexpectations,thecustomerissatisfied.Ifitexceedsthem,thecustomerisdelighted.

A:對B:錯(cuò)

答案:對Whatcanbemarketed?

A:informationB:organizationsC:serviceD:events

答案:information；organizations；service；events

第二章單元測試

Thetaskofanybusinessisto________.

A:differentiateintermsofcostofproductionB:delivercustomervalueataprofitC:communicatesimilarvalueasprovidedbycompetitorsD:createcustomerneedsE:reducecompetition

答案:delivercustomervalueataprofitInthecycleofcompletestrategicplanning,takingcorrectiveactionisapartof________.

A:analyzingB:controllingC:organizingD:implementationE:planning

答案:controllingOfthefourorganizationallevels,thecorporatelevelislikelytomakewhichofthefollowingdecisions?

A:strategicplanforindividualbusinessunitsB:resourceallocationforeachproductC:choosingspecificsuppliersforeachbusinessunitD:marketingplanforeachproductE:enteringanewmarket

答案:enteringanewmarketThemarketingplan,thecentralinstrumentfordirectingandcoordinatingthemarketingeffortofacompany,operatesatthe________levels.

A:functionalandoperationalB:strategicandtacticalC:corporateandoperationalD:corporateanddivisionE:customerandexpenditure

答案:strategicandtacticalThe________laysoutthetargetmarketsandthevaluepropositionthatwillbeoffered,basedonananalysisofthebestmarketopportunities.

A:corporatemissionB:strategicmarketingplanC:corporatetacticalplanD:customer-valuestatementE:organizationalplan

答案:strategicmarketingplanJuanGarciaplansthedailypromotionalreleasesabouthiscompany'sproductsandservices.Hecanbedescribedasa(n)________planner.

A:strategicB:tacticalC:nicheD:selectiveE:operational

答案:tacticalWhichofthefollowingisanexampleofgrowthbydiversification?

A:acompanyintroducingnewproductcategoryinanewmarketB:acompanyincreasesitsproductlineinanexistingmarketC:acompanyintroducingitsexistingproductsinanewmarketD:acompanyintegratesbackwardtocutcostsE:acompanyintroducinganewproductcategoryinanexistingmarket

答案:acompanyintroducingnewproductcategoryinanewmarketQantas,theAustraliannationalairlinecarrier,introducesflightstotheMiddleEast.Thisisanexampleof________.

A:productdevelopmentB:marketpenetrationC:differentiationD:marketdevelopmentE:diversification

答案:marketpenetrationUnlikeitscompetitorsintheonlineairtravelindustry,Travelocityprovidesitscustomerswithagreatervarietyofservicessuchascruisereservations,packagetours,hotelbookings,andcarrentals.Thisisanexampleofa(n)________strategy.

A:differentiationB:focusC:overallcostleadershipD:diversificationE:promotional

答案:differentiationMcDonald'shasoftenteamedupwithDisneytoofferproductsrelatedtocurrentDisneyfilmsaspartofitsmealsforchildren.Thebestdescriptionofthisformofalliancewouldbea________.

A:promotionalallianceB:productallianceC:pricingcollaborationD:networkallianceE:logisticsalliance

答案:promotionalallianceInternalanalysisinSWOTinvolvesanalyzingthepossibleopportunitiesandthreatsthatcancomefromthemarket.

A:錯(cuò)B:對

答案:錯(cuò)Afirmthatisalwaysworkingtoimproveitsproductofferingssuchthatconsumerneedsareaddressedmoreefficientlyisfollowingadifferentiationstrategy.

A:錯(cuò)B:對

答案:對Afirmemployingafocusstrategyconcentratesonachievingsuperiorperformanceinanimportantcustomerbenefitareavaluedbyalargepartofthemarket.

A:對B:錯(cuò)

答案:錯(cuò)ExternalEnvironmentanalysisistoanalyse()

A:opportunitiesB:threatsC:weaknessesD:strengths

答案:opportunities；threats

第三章單元測試

Theheartoftheinternalrecordssystemisthe________becausecustomersfavorfirmsthatcanpromisetimelydelivery.

A:informationneedsprobeB:datawarehouseC:dataminingsystemD:salesinformationsystemE:order-to-paymentcycle

答案:order-to-paymentcycleThe________beginswithsalesrepresentativesanddealerssendingorderstothefirmsandisfollowedbythesalesdepartmentpreparinginvoices,andfinallygeneratingshippingandbillingdocumentswhicharethensenttovariousdepartments.

A:order-to-paymentcycleB:payrollsystemC:marketresearchprocessD:expensecycleE:humanresourcessystem

答案:order-to-paymentcycleCompaniescanpracticetargetedmarketingbyusing________,whicharerecordsofWebsiteusagestoredonpersonalbrowsers.

A:plug-insB:trollsC:blackswansD:honey-potsE:cookies

答案:cookiesA________isasetofproceduresandsourcesmanagersusetoobtaineverydayinformationaboutdevelopmentsinthemarketingenvironment.

A:salesinformationsystemB:productmanagementsystemC:viralmarketingcampaignD:datawarehousingsystemE:marketingintelligencesystem

答案:marketingintelligencesystemAcompanycantakeseveralstepstoimprovethequalityofitsmarketingintelligence.Ifthecompanypurchasescompetitiveproductsforstudy,attendsopenhousesandtradeshows,andreadscompetitors'publishedreportsandstockholderinformation,thecompanyisusing________toimprovethequalityofitsmarketingintelligence.

A:sales-forcesurrogatesB:externalnetworksC:customerfeedbacksystemsD:intermediariesE:advisorypanels

答案:externalnetworksA________is"unpredictable,short-lived,andwithoutsocial,economic,andpoliticalsignificance."

A:styleB:fadC:fashionD:megatrendE:trend

答案:fadA________isa"largesocial,economic,political,andtechnologicalchangethatisslowtoform,andonceinplace,influencesusforsometime—betweensevenandtenyears,orlonger."

A:trendB:megatrendC:fadD:styleE:fashion

答案:megatrendAgrowingpopulationdoesnotmeangrowingmarketsunless________.

A:thegovernmenthasabudgetsurplusB:thepeopleareunderademocraticsystemofgovernmentC:peoplehavesufficientpurchasingpowerD:thereisadequategovernmentalinterventioninthemarketE:thereiscommonownershipofallresources

答案:peoplehavesufficientpurchasingpowerWhichofthefollowingislikelytooccurduringeconomicdownturns?

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

答案:Thepurchasingpowerofthepopulationdeclines.Today,corporationsneedtomakesurethattheyaregoodcorporatecitizensandthattheirconsumermessagesarehonestinordertopositivelyalignthemselveswithconsumers'viewsof________.

A:themselvesB:theuniverseC:othersD:societyE:organizations

答案:organizationsFirmsthatcandevelopsubstitutematerialsforfinitenonrenewableresourceshaveanexcellentopportunity.

A:錯(cuò)B:對

答案:對Householdscomprisedofsingle,separated,widowed,anddivorcedindividualsgenerallydemandlargerapartmentsandexpensiveappliances,furniture,andfurnishings.

A:錯(cuò)B:對

答案:錯(cuò)Thereisaglobaltrendtowardanagingpopulation.

A:對B:錯(cuò)

答案:對Themaindemographicfactormarketersmonitorispopulation,including

A:householdpatterns.B:thesizeandgrowthrateofpopulationC:educationallevelsD:agedistributionandethnicmix

答案:householdpatterns.；thesizeandgrowthrateofpopulation；educationallevels；agedistributionandethnicmix

第四章單元測試

________isthesystematicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingthecompany.

A:MarketingresearchB:InternalmarketingC:MarketingplanningD:MarketingcommunicationsE:Marketsegmentation

答案:MarketingresearchWhenAmericanAirlinesdecidedtoreviewnewideasaimedatfirst-classpassengersonverylongflights,likeanultrahigh-speedWi-Fiserviceand124channelsofhigh-definitionsatellitecableTV,theirfirststepinthemarketingresearchprocesswasto________.

A:definetheproblemandresearchobjectivesB:collecttheinformationC:analyzetheinformationD:developtheresearchplanE:makethedecision

答案:definetheproblemandresearchobjectivesWhichofthefollowingisconsideredtobethelaststepinthemarketingresearchprocess?

A:controllingtheenvironmentB:presentingfindingsC:arrivingatadecisionD:draftingthereportE:analyzinginformation

答案:arrivingatadecisionIfthegoalofmarketingresearchistoshedlightontherealnatureofaproblemandtosuggestpossiblesolutionsornewideas,theresearchissaidtobe________.

A:secondaryB:primaryC:exploratoryD:descriptiveE:quantitative

答案:exploratoryBeforeSandraopenedherfloristshopshereadallshecouldaboutthefloralindustry.Shealsoconsultedseveralpublishedresearchreportstounderstandgrowthpatternsinthelocalareawithparticularinterestinthelocationoffloriststhroughoutthecity.This________helpedhertodecideonthelocationofherstore.

A:secondarydataB:licensedinformationC:tertiaryinformationD:primarydataE:primitivedata

答案:secondarydataWhymustresearchersavoidgeneralizingfromfocusgroupparticipantstothewholemarket?

A:Theparticipantsusuallycomefromdiversebackgrounds.B:Participants'responsesarenotreliable.C:Thesizeofthegroupistoosmallandthesampleisnotdrawnrandomly.D:Mostoftheparticipantsarelikelytoexhibitsimilartastesandpreferences.E:Mostoftheparticipantsarelikelytobeignorantaboutthetopicofdiscussion.

答案:Thesizeofthegroupistoosmallandthesampleisnotdrawnrandomly.Whichofthefollowingisusedtoassesspeople'sknowledge,beliefs,preferences,andsatisfactionandtomeasurethesemagnitudesinthegeneralpopulation?

A:quantitativeresearchB:observationalresearchC:surveyresearchD:experimentalresearchE:descriptiveresearch

答案:surveyresearchIfamarketingresearcherchoosestousewordassociations,theresearcherisusing________questions.

A:open-endB:LikertscaleC:ratingscaleD:semanticdifferentialE:closed-end

答案:open-endAftercollectingtherelevantinformation,thenextstepinthemarketingresearchprocessisto________.

A:definetheproblemandresearchobjectivesB:presenttheprojectreportC:makethefinaldecisionD:analyzetheacquireddataE:developtheresearchplan

答案:analyzetheacquireddataWhencompaniesengagestudentstodesignandcarryoutprojects,thepayofftothestudentsisexperienceandvisibility;thepayofftothecompaniesisafreshsetsofeyestosolveproblemsatafractionofwhatconsultantswouldcharge.

A:錯(cuò)B:對

答案:對Adichotomousquestionisaquestionwiththreeormoreanswers.

A:錯(cuò)B:對

答案:錯(cuò)Safewaysupermarket'sscannerdatashowsthathigh-incomepeopledon'tnecessarilybuythemoreexpensivebrands.Thisisanexampleofsurveyresearch.

A:錯(cuò)B:對

答案:錯(cuò)WhenBankofAmericafollowedfemalebabyboomersathomeandwhiletheyshoppedtoobservethingstheshoppersmightnothavebeenabletoarticulate,theywereusingethnographicresearch.

A:對B:錯(cuò)

答案:對Marketerscancollectprimarydatainthefollowingmainways().

A:focusgroupsB:observationC:surveysD:behavioraldata

答案:focusgroups；observation；surveys；behavioraldata

第五章單元測試

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

A:subcultureB:referencegroupsC:socialclassD:family

答案:referencegroupsJoeisacomputerservicetechnician.Peopleinhisneighborhoodusuallydependonhissuggestionsforpurchasinganycomputeraccessoryorhardware,astheybelievethathehasaccesstofarmoreinformationoncomputertechnologythantheaverageconsumer.TheneighborsarealsoawarethatJoehastherequiredknowledgeandbackgroundforunderstandingthetechnicalpropertiesoftheproducts.Withinthiscontext,Joecanbecalleda(n)________.

A:transactionalleaderB:opinionleaderC:gate-keeperD:internationalmarketerE:rolemodel

答案:opinionleaderFordMotorsusestheadcaption"MagnifytheAdventure"topromoteitslatestSUV,theFordEndeavour.Theadfeaturesthecartravelingthroughanuneven,rockyterrain.WithinthecontextofJenniferAaker'sbrandpersonalityanalysis,FordEndeavourismostlikelytobestrongonwhichofthefollowingtraits?

A:ruggednessB:intelligenceC:sophisticationD:sincerity

答案:ruggednessPeoplearemorelikelytonoticestimuliwhosedeviationsarelargeinrelationtothenormalsizeofthestimuli.

A:錯(cuò)B:對

答案:對Thebuyingprocessstartswhenthebuyerdecidesto,orenters,astoreorserviceprovider'sfacility.

A:錯(cuò)B:對

答案:錯(cuò)AconsumerwhousesGoogletofindcomparativereportsonnewautomobiles,ismostlikelyusingwhichofthefollowinginformationsourcesforassistance?

A:personalB:publicC:commercialD:experiential

答案:commercialIfaconsumerisshoppingforasmartphone,allofthesmartphoneoptionsavailableinthemarket—whetheraconsumerknowsaboutthemornot—iscalledthe________set.

A:totalB:choiceC:awarenessD:consideration

答案:totalIntheprocessofsearchingandgatheringrelevantinformationoftheproposeproducts,aconsumerwillcometoknowasubsetofthealltheavailablebrands.Thissetiscalled.

A:awarenesssetB:considerationsetC:totalsetD:choiceset

答案:awarenesssetConsumerswilldependontheinformationfromtodecidewhethertheyaregoingtobuythegoodsornot.

A:personalsourcesB:commercialsourcesC:experientialsourcesD:publicsources

答案:personalsources；experientialsources；publicsourcesLimitedinformationcouldreachitstargetcustomersinmarketing.

A:錯(cuò)B:對

答案:錯(cuò)Foratypicalconsumer,mostinformationoftheneededproductsinthemarketscomesfrom.

A:FriendsB:MassMediaC:ExaminingD:Dealers

答案:Friends；MassMedia；Examining；DealersAmongallthefactors,whichfactorshavethebroadestanddeepestinfluence?

A:psychologicalfactorsB:personalfactorsC:culturalfactorsD:socialfactors

答案:culturalfactors

第六章單元測試

A________consistsofagroupofcustomerswhoshareasimilarsetofneedsandwants.

A:marketshareB:marketbasketC:marketsegmentD:verticalmarketingsystem

答案:marketsegmentWhenNikeattemptstogetclosetoitscustomersatthelocallevelbysponsoringlocalschoolteamsandprovidingshoes,equipment,andclothingtomanyofthem,Nikeisusingwhichofthefollowingmarketingformats?

A:differentiatedmarketingB:grassrootsmarketingC:affinitymarketingD:affiliatemarketing

答案:grassrootsmarketingPampersdividesitsmarketdemographicallyonthebasisof________intoprenatal,newbaby,baby,toddler,andpreschooler.

A:genderB:ageC:incomeD:lifestage

答案:ageJoseandErikahavejustdivorced.WhichofthefollowingdemographicsegmentationsubsegmentformatsmightbeusedbymarketerstoreachJoseorErika?

A:agesegmentB:lifestageC:socialclassD:personalitytype

答案:lifestageEveryonewhobuysagivenproductwantsthesamebenefitsfromit.

A:錯(cuò)B:對

答案:錯(cuò)Anundifferentiatedmarketingapproachtofullmarketcoveragedesignsamarketingprogramforaproductwithasuperiorimagethatcanbesoldtothebroadestnumberofbuyers.

A:錯(cuò)B:對

答案:對In________marketing,thefirmoperatesinseveralmarketsegmentsanddesignsdifferentproductsforeachsegment.

A:undifferentiatedB:differentiatedC:nicheD:individual

答案:differentiatedMenandwomenhavedifferentattitudesandbehavedifferently,basedpartlyonandpartlyon.

A:geneticmakeup,growingenvironmentB:education,socializationC:geneticmakeup,socializationD:education,personalexperience

答案:geneticmakeup,socializationIfacompanyinlineofsweepersfindsthatmorethanhalfofmenthoughttheyareprimarygroceryshoppersintheirfamilies,itwilltendtohirehandsomemalesuperstarstopromotetheirproductstoattractfemalecustomers.

A:錯(cuò)B:對

答案:錯(cuò)Inbehavioralsegmentation,marketersdividebuyersintogroupsonthebasisof.

A:orresponsetoaproductB:attitudetowardaproductC:useofaproductD:theirknowledgeofaproduct

答案:orresponsetoaproduct；attitudetowardaproduct；useofaproduct；theirknowledgeofaproductIfMr.Smithaskshisfriendwhohasatreadmillandtrytodecidetobuyasimilarone.Mr.Smith’sfriendplaysaroleofinthebuyingdecision.

A:influencerB:userC:initiatorD:decider

答案:influencerareallusualmethodstoidentifymarketsegments.

A:psychologicalsegmentation)B:behavioralsegmentationC:geographicsegmentationD:demographicsegmentation

答案:behavioralsegmentation；geographicsegmentation；demographicsegmentation

第七章單元測試

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

A:theinitialchoicesforthebrandelementsoridentitiesmakingupthebrandB:theprofitabilityassociatedwithbranddevelopmentC:associationsindirectlytransferredtothebrandbylinkingittoapersonD:theproductandallaccompanyingmarketingactivitiesandsupportingmarketingprograms

答案:theproductandallaccompanyingmarketingactivitiesandsupportingmarketingprogramsBrand________aredevicesthatcanbetrademarkedandservetoidentifyanddifferentiatethebrand.

A:elementsB:imagesC:valuepropositionsD:perceptions

答案:elementsIfconsumerscaneasilyrecallandrecognizeabrandelement,thebrandelementissaidtobe________.

A:protectableB:memorableC:meaningfulD:adaptable

答案:memorableToachieveintegratedmarketing,marketersneedavarietyofdifferentmarketingactivitiesthatconsistentlyreinforcethebrandpromise.

A:對B:錯(cuò)

答案:對Whenafirmusesanestablishedbrandtointroduceanewproduct,itiscalledabrand________.

A:positioningB:extensionC:valuationD:harmonization

答案:extensionTheintroductionofDietCokebytheCoca-ColaCompanyisanexampleof________.

A:lineextensionB:categoryextensionC:brandharmonizationD:branddilution

答案:lineextensionFlankersarebrandsthatmaybekeptarounddespitedwindlingsalesbecausetheymanagetomaintaintheirprofitabilitywithvirtuallynomarketingsupport.

A:錯(cuò)B:對

答案:錯(cuò)Whatrolescanbrandplayaspartofaportfolio?

A:Hight-endPrestigeB:CashCowsC:FighterD:Low-endEntryLevel

答案:Hight-endPrestige；CashCows；Fighter；Low-endEntryLevelWhenafirmusesanestablishedbrandtointroduceanewproduct,theproductiscalleda().

A:integratedmarketingB:leveragingsecondaryassociationsC:brandextensionD:brandingstrategy

答案:brandextensionreflectsthenumberandnatureofbothcommonanddistinctivebrandelements.

A:BrandingstrategyB:OnlinemarketingC:IntegratedmarketingD:ChoosingBrandElements

答案:BrandingstrategyInleveragingsecondaryassociations,linkingabrandtosomeoneorsomethingelsecanberiskybecauseanythingbadthathappenstothatotherentitycanalsobelinkedtothebrand.

A:錯(cuò)B:對

答案:對Integratedmarketingistocreatebrandequitybylinkingthebrandtootherinformationinmemorythatconveysmeaningtoconsumers.

A:錯(cuò)B:對

答案:錯(cuò)

第八章單元測試

Aproductisanythingthatcanbeofferedtoamarkettosatisfyawantorneed.

A:錯(cuò)B:對

答案:對Thecustomer-valuehierarchyconsistsofthebasicproduct,corebenefit,expectedproduct,augmentedproduct,andtheconsumptionsystem.

A:錯(cuò)B:對

答案:錯(cuò)Carlosalwaysbuysbreadandmilkwhenhegoesgroceryshopping.Inthiscase,breadandmilkareexamplesofimpulsegoods.

A:對B:錯(cuò)

答案:錯(cuò)Thefourproduct-mixdimensions(length,width,depth,consistency)permitthecompanytoexpanditsbusiness.

A:錯(cuò)B:對

答案:對Thepackage,whichhasenclosedtheactualcommodity,iscalledsecondarypackage.

A:錯(cuò)B:對

答案:錯(cuò)A________isanythingthatcanbeofferedtoamarkettosatisfyawantorneed,includingphysicalgoods,services,experiences,events,persons,places,properties,organizations,information,andideas.

A:processB:benefitC:productD:function

答案:productMarketersmustseethemselvesasbenefitproviders.Forexample,whenashopperpurchasesnewshoes,heorsheexpectstheshoestocoverhisorherfeetandallowhimorhertowalkunobstructed.Thisisanexampleofwhatlevelintheconsumer-valuehierarchy?

A:basicproductB:puretangiblegoodC:augmentedproductD:potentialproduct

答案:basicproductAnintensivedistributionstrategyserveswellforproductssuchassnackfoodsandsoftdrinks.

A:錯(cuò)B:對

答案:對AMaseratisportscarisconsideredaconveniencegoodbecauseinterestedbuyerswilltravelfartobuyone.

A:對B:錯(cuò)

答案:錯(cuò)ItwassunnywhenJennywenttoclass,butbythetimeclasswasoveritwasrainingheavily,soJennystoppedbythestudentstoretobuyanumbrellabeforeshewalkedbacktoherdorm.Inthiscase,theumbrellaisanexampleofa(n)________good.

A:impulseB:homogeneousshoppingC:emergencyD:specialty

答案:emergencyWhichofthefollowingbelongtoNondurablegoods?

A:clothingB:shampooC:beerD:refrigerators

答案:shampoo；beer

第九章單元測試

Traditionally,pricewasneveramajordeterminantofbuyerchoice.

A:對B:錯(cuò)

答案:錯(cuò)Althoughconsumersmayhavefairlygoodknowledgeoftherangeofpricesinvolved,veryfewcanaccuratelyrecallspecificpricesofproducts.

A:錯(cuò)B:對

答案:對Generally,consumersprefersmallpriceincreasesonaregularbasistosudden,sharpincreases.

A:錯(cuò)B:對

答案:對Shrinkingtheamountofproductinsteadofraisingthepriceisagoodwaytocounteractconsumerresistancetopriceincreases.

A:錯(cuò)B:對

答案:對Trade-inallowancesarepricereductionsgivenforturninginanolditemwhenbuyinganewone.

A:對B:錯(cuò)

答案:對Thereservationprice,themaximumthatmostconsumerswillpayforagivenproduct,isknownasthe________price.

A:expectedfutureB:typicalC:usualdiscountedD:upper-bound

答案:upper-boundAfirmthatisplaguedwithovercapacity,intensecompetition,orchangingconsumerdesireswoulddobetterifitpursues________asitsmajorobjective.

A:profitmaximizationB:product-qualityleadershipC:survivalD:marketskimming

答案:survivalReferencepricesinclude()

A:lastpricepaidB:typicalpriceC:upperboundpriceD:fairprice

答案:lastpricepaid；typicalprice；upperboundprice；fairpriceAmarketerwhohasunitcostsof$16andwantstoearna20percentmarkuponsaleswouldchargeamarkuppriceof$20.

A:對B:錯(cuò)

答案:對Valuepricingrequiresacompanytoreengineeritsoperationstobecomealow-costproducer.

A:對B:錯(cuò)

答案:對Whenexaminingproducts,consumerscompareanobservedpricetoaninternalreferencepricetheyrememberoranexternalframeofreference.

A:對B:錯(cuò)

答案:對

第十章單元測試

Wholesalersactuallypurchasegoodsfromaproducerinbulkandstoretheminwarehouses.

A:錯(cuò)B:對

答案:對Amarketingchannelovercomesthetime,place,andpossessiongapsthatseparategoodsandservicesfromthosewhoneedorwantthem.

A:錯(cuò)B:對

答案:對Add-onservicessuchascredit,delivery,installation,andrepairsprovidedbythemarketingchannelarereferredtoasservicebackup.

A:對B:錯(cuò)

答案:對Wheneconomicconditionsaredepressed,producerswanttomovegoodstomarketusinglongerchannels.

A:錯(cuò)B:對

答案:錯(cuò)Channelpoweristheabilitytoalterchannelmembers'behaviorsothattheytakeactionstheywouldnothavetakenotherwise.

A:對B:錯(cuò)

答案:對________aresetsofinterdependentorganizationsparticipatingintheprocessofmakingaproductorserviceavailableforuseorconsumption.

A:MarketingchannelsB:SalesterritoriesC:MarketingterrainsD:Communicationchannels

答案:Marketing