智慧树知到答案解密市场营销（双语）最新答案

第三章 单元测试

1、多选题：
The broad influences on consumer behaviour can be categorised as _________.
选项：
A:individual
B:group
C:situational
D:psychological
答案:

2、多选题：
Which of the following would describe an opinion leader from a marketing perspective?
选项：
A:A person of high standing in the community
B:Media commentators who have a large audience
C:A reference group member who provides relevant and influential advice
D:Your one-month-old baby sister
答案:

3、多选题：
Which of the following purchase situations would likely be described as high involvement in terms of consumer decision-making?
选项：
A:Infrequently purchase
B:Weekly supermarket shopping
C:The purchase of familiar products
D:The purchase of more expensive products
答案:

4、多选题：
How can a marketer attempt to reduce the likelihood of a purchaser of their product experiencing cognitive dissonance?
选项：
A:By offering bonuses or rebates to be redeemed some time after purchase, to give the purchaser additional value
B:By ensuring that their products, when used, will meet consumer expectations
C:By increasing the price of their product
D:It is not possible for a marketer to influence the potential cognitive dissonance of a consumer.
答案:

5、多选题：
Which countries below would score lower than Australia or New Zealand on Hofstede’s ‘individualism’ dimension of culture?
选项：
A:India
B:China
C:Japan
D:United States
答案:

6、多选题：
Which of the following statements regarding subcultures are correct?
选项：
A:A subculture is a group comprising individuals of similar rank within a social hierarchy.
B:A hip-pop culture would be an example of a subculture.
C:Subcultures are important to marketers when their shopping and purchasing behaviour is significantly different from the reminder of population.
D:A subculture is a group of individuals who share common attitudes, values and behaviours that distinguish them from the broader culture.
答案:

7、多选题：
Which of the following could be a reference group for an individual?
选项：
A:Their family
B:Their pets
C:Their idols
D:A work or professional group
答案:

8、多选题：
Demographic characteristics include _________.
选项：
A:age and income.
B:race and religious belief.
C:education level and gender.
D:lifestyle and personality.
答案:

9、多选题：
According to Maslow’s theory, which of the following needs would an individual attempt to satisfy before the others?
选项：
A:Financial
B:Hunger
C:Safety
D:Thirst
答案:

10、多选题：
Which of the following statements are correct?
选项：
A:Perception can be particular to an individual.
B:Perception can be selective.
C:Perception is objective.
D:Perception is subjective.
答案:

第四章 单元测试

1、多选题：
Juicy buys sugar from a local factory and sells lollies to department stores and supermarkets. Which markets do these transactions take place in?
选项：
A:Producer markets
B:Wholesale markets
C:Reseller markets
D:Retail markets
答案:

2、多选题：
Institutional markets are distinguished from other business markets by _________.
选项：
A:the fact they do not sell goods.
B:their non-public nature.
C:the not-for-profit nature of their activities.
D:the fact they do not sell services.
答案:

3、多选题：
High-value purchases are relatively common in which business markets?
选项：
A:Reseller and government
B:Producer and institutional
C:Consumer and reseller
D:Online and consumer
答案:

4、多选题：
Which of the following statements about business-to-business transactions in general are likely to be correct?
选项：
A:Price and other conditions of sale can be open to negotiation.
B:They can involve regular repeat purchases.
C:They can be for high volume and high value purchases.
D:The relationships between buyers and sellers tend to be short term.
答案:

5、多选题：
Guitars usually have ebony or rosewood fretboards. The demand for ebony and rosewood varies with the demand for guitars. This is an example of _________.
选项：
A:

consumer demand

B:

joint demand

C:

derived demand

D:

elastic demand

答案:

6、多选题：
Company A buys glue for use in manufacturing its products from companies B, C and D. Which of the following are unlikely to decrease the amount of glue that Company A demands?
选项：
A:Company B begins selling glue to consumers.
B:Company E begins buying glue from companies B, C and D.
C:Company D stops producing glue.
D:Company C increases its glue prices.
答案:

7、多选题：
Which of the followings are correct?
选项：
A:Buyers have the final authority to make business purchasing decisions.
B:Many businesses use multiple suppliers so they are not overly reliant on any one other business.
C:New task purchases are likely to involve extensive evaluation of options.
D:Business purchasing decisions often involve development of a formal product requirement specification.
答案:

8、多选题：
In which of the following business markets are high-volume purchases likely to be a characteristic?
选项：
A:Institutional market
B:Reseller market
C:Government market
D:Consumer market
答案:

9、多选题：
Which of the following statements are correct?
选项：
A:Equipment suppliers can take advantage of joint demand by offering ongoing supply of maintenance and consumables.
B:A just-in-time approach to taking delivery of components reduces inventory costs, but increases the risk that the production process will be brought to a halt by the shortage of any component.
C:Demand for components in business markets mostly tends to be price inelastic.
D:While industry demand tends to be inelastic, demand for the business products of any particular company can be elastic.
答案:

10、多选题：
Which steps of the business decision-making process may be omitted for the straight rebuy?
选项：
A:Evaluation of options
B:Problem/need recognition
C:Post-purchase evaluation
D:Information search
答案:

第五章 单元测试

1、多选题：
Which of the following statements are correct?
选项：
A:Mass marketing is best suited to situations where buyers have common wants, needs and demands.
B:Customised marketing is best suited to situations where buyers have unique wants, needs and demands.
C:Target marketing is best suited to situations where buyers have common wants, needs and demands.
D:Target marketing is best suited to situations where subgroups in the market can be identified that have similar characteristics.
答案:

2、多选题：
Which of the following statements are correct?
选项：
A:An undifferentiated approach to marketing potentially allows an organisation to achieve economies of scale in production .
B:Mass marketing allows for an organisation to build close relationships with customers.
C:Mass marketing is an undifferentiated approach to marketing.
D:An differentiated approach to marketing potentially allows an organisation to achieve economies of scale in production .
答案:

3、多选题：
Which of the following would be advantages of a customised marketing strategy?
选项：
A:Positive word-of- mouth customer referrals
B:Customer loyalty
C:Potential repeat purchases from the customer
D:Building close relationships with a customer
答案:

4、多选题：
Which of the following statements are correct?
选项：
A:A market segment has distinctive needs, and the members of the segment have distinctive needs.
B:A market segment has similar needs, but the members of the segment have distinctive needs.
C:A market segment has distinctive needs, but the members of the segment have similar needs.
D:An architect designing a couple’s ‘dream’ home is an example of customised marketing.
答案:

5、多选题：
Which of the following statements are correct?
选项：
A:An organisation following the target marketing concept should target all market segments.
B:Markets can be segmented many different ways using different segmentation variables.
C:Market segments should be selected for targeting after an evaluation process.
D:Different target markets may require a different positioning strategy.
答案:

6、多选题：

Which of the following statements are correct?
选项：
A:Geographic segmentation variables include age and gender.
B:Geographic segmentation allows for the segmentation of very small geographical areas, such as a single suburb.
C:Geographic segmentation variables include climate.
D:Targeting geographic areas that have a high number of potential customers may create distribution efficiencies for an organisation.
答案:

7、多选题：
Which of the following statements are correct?
选项：
A:The positioning of an organisation, its product/s and brand/s should be changed regularly.
B:The positioning of an organisation, its product/s and brand/s should be consistently reinforced.
C:A product, organisation or brand may be able to be repositioned.
D:How an organisation wishes to position its product offering to a target market should influence the development of its marketing mix for that target market.
答案:

8、多选题：
Which of the following can influence the market position of an organisation, its products, or its brands in the minds of target consumers?
选项：
A:Advertising and other promotional efforts
B:The customer’s experience of the organisation, product, or brand
C:The price of the organisation’s product
D:The features of the organisation’s product
答案:

9、多选题：
Which of the following would be considerations for an organisation in evaluating market segments and deciding which to target?
选项：
A:The ability of the organisation to satisfy the needs and expectations of different market segments
B:The cost to the organisation of targeting that market segment
C:The potential sales volume and revenues of different market segments
D:An understanding and/or analysis of competitors and how their offerings are seen by potential target market segments
答案:

10、多选题：
Which of the following statements are correct?
选项：
A:Psychographic segmentation variables include consumer brand loyalty.
B:Psychographic segmentation variables include consumer personality attributes.
C:Psychographic segmentation variables include consumer lifestyles.
D:Psychographic segmentation variables include consumer’s benefit expectations of a product.
答案:

第六章 单元测试

1、多选题：
Which of the following statements are correct?
选项：
A:A physical good is a product.
B:A service is a product.
C:A physical good is tangible, a service is intangible.
D:A service usually involves transfer of ownership.
答案:

2、多选题：

Which of the following statements are correct?
选项：
A:For many products, as competition increases over time, features that could once have been classified as augmented become expected or even core features.
B:The core product comprises the fundamental product benefit that satisfies the consumer’s need or want.
C:A product can be a consumer product or a business-to-business product, but not both.
D:For some products, support services and guarantees may be at the augmented product level, and for other products, these same features may be at the expected level.
答案:

3、多选题：
For which of the following products is a consumer likely to purchase with little or no engagement in the decision-making process?
选项：
A:Unsought
B:Specialty
C:Convenience
D:Shopping
答案:

4、多选题：
Convenience products include_________.
选项：
A:

business-to-business products

B:

impulse products

C:

staple products

D:

emergency products

答案:

5、多选题：
Business-to-business products include_________.
选项：
A:

staple products

B:

equipment

C:

services and supplies

D:

parts and materials

答案:

6、多选题：
Which of the following statements are correct?
选项：
A:he new product development phase of the product life cycle can involve substantial costs for an organisation.
B:In the maturity phase of the product life cycle, sales will most likely peak or start to fall.
C:Products may be unprofitable in the introduction phase of the product life cycle.
D:The stage that a product is at in the product life cycle depends solely on how long the product has been in the market.
答案:

7、多选题：
Which of the following statements are correct?
选项：
A:Business-to-business products include products that organisations use in the production of other products.
B:Business-to-business products include products that organisations use in their daily operations.
C:Once a product has reached the maturity phase of the product life cycle, it is not possible to move back to the growth stage.
D:Promotional activities to build awareness of a product are most likely to be necessary in the introduction phase of the product life cycle.
答案:

8、多选题：
A brand_________.
选项：
A:

is a slogan

B:

is a design

C:

is a collection of symbols

D:

is a name

答案:

9、多选题：
Which of the following statements are incorrect?
选项：
A:Brand equity is determined by the organisation rather than the consumer.
B:A customer’s brand loyalty, once established, will never change.
C:Brand equity is the added value that a brand gives a product.
D:A trade mark legally registers a brand name or brand mark in order that an organisation may exclusively use it in the market.
答案:

10、多选题：
Which of the following statements are correct?
选项：
A:Private label brands are owned by resellers (such as wholesalers and retailers).
B:Manufacturer brands are the most common type of brand.
C:Manufacturer brands are owned by producers and clearly identified at the point of sale.
D:Private label brands are becoming more common.
答案:

第七章 单元测试

1、多选题：
Which of the following factors would be likely to influence an organisation’s pricing decision for its products?
选项：
A:Production, communication and distribution costs
B:Competitors’ prices
C:Required profitability
D:Customers’ willingness to pay
答案:

2、多选题：
Which of the following statements are correct?
选项：
A:Price is a measure of value for buyers.
B:Not-for-profit organisations may charge a price for their products.
C:Price is a measure of value for sellers.
D:An exchange of value always involves a monetary transaction.
答案:

3、多选题：
Which of the following statements are correct?
选项：
A:Price cannot be flexible in the short term.
B:A product’s price may be set low initially in order to penetrate a market.
C:An organisation may adjust its prices at various times of the year to stimulate demand and generate cash flow.
D:The unit cost of production of a product may decrease as production quantity of it increases.
答案:

4、多选题：
Which of the following statements are likely to be incorrect?
选项：
A:High-price, high-margin specialty brands are usually sold through intensive, convenience distribution.
B:Low-priced, high-volume products are usually sold through selective retail distribution.
C:Prices are less likely to be in the advertisement.
D:Low prices are consistent with a high quality positioning approach.
答案:

5、多选题：
Which of the following assumptions would support McDonald’s decision to charge higher prices at their restaurants that are located in lower income suburbs?
选项：
A:

That demand for their product in low income areas is price elastic.

B:

McDonald’s doesn’t believe in demand-based pricing.

C:

McDonald’s believes in demand-based pricing.

D:

That demand for their product in low income areas is price inelastic.

答案:

6、多选题：
Which of the following would likely be flexible cost for an organisation?
选项：
A:Sales commissions
B:Office rent
C:Raw materials
D:Packaging
答案:

7、多选题：
Which of the following statements are correct?
选项：
A:Where marginal cost is more than marginal revenue, an organisation can increase profits by selling more units.
B:Where marginal cost is more than marginal revenue, each additional unit sold incurs a loss for the organisation.
C:Where marginal cost is less than marginal revenue, each additional unit sold incurs a loss for the organisation.
D:Where marginal cost is less than marginal revenue, an organisation can increase profits by selling more units.
答案:

8、多选题：
Which of the following would be classified as ‘non-price’ competition?
选项：
A:Product quality
B:Customer service
C:Brand image
D:Convenience
答案:

9、多选题：
Which of the following statements are correct?
选项：
A:An organisation with low fixed costs and high variable costs could least afford to engage in price competition.
B:An organisation choosing to compete on aspects other than price has greater power to decide on the profit margin per unit sold for its products.
C:Price competition is undesirable for a seller unless it has a cost advantage over competitors.
D:An organisation with high fixed costs and low variable costs could least afford to engage in price competition.
答案:

10、多选题：
About the cost-plus pricing, which of the following statement are correct?
选项：
A:It is often the case for large, complex projects such as roads and commercial building construction.
B:It is often used when it is easy to determine the costs of the product.
C:The advantage for the buyer is that they can be assured of the final price they will pay.
D:The seller adds their required profit margin as a dollar amount or percentage to the costs once the project is complete.
答案:

第八章 单元测试

1、多选题：
Which of the following statements are correct?
选项：
A:Public relations campaigns are generally high cost.
B:Choosing appropriate media makes it possible to aim advertising at potential target markets.
C:The choice of media in which to advertise can positively or negatively impact on a brand’s image.
D:Public relations activities can be used as a tool to combat negative perceptions or events.
答案:

2、多选题：
Which of the following statements are correct?
选项：
A:An organisation can implement sales promotion strategies to offer extra value to consumers in a bid to increase sales.
B:An organisation can implement sales promotion strategies to smooth demand.
C:An organisation can implement sales promotion strategies to offer extra value to salespeople in a bid to increase sales.
D:An organisation can implement sales promotion strategies to offer extra value to retailers in a bid to increase sales.
答案:

3、多选题：
Which of the following are disadvantages of personal selling over other promotional activities?
选项：
A:

Personal selling is time-consuming.

B:

Personal selling is relatively expensive.

C:

Personal selling has a more limited reach.

D:

The marketing message can be tailored to suit the potential buyer’s needs.

答案:

4、多选题：
Which of the following statements are correct?
选项：
A:c. Advertising in newspaper can be effective in reaching niche target markets.
B:The overall effectiveness of advertising can be difficult to measure.
C:Advertising via television can be effective in targeting a geographically concentrated audience.
D:Advertising in magazines can be effective in reaching niche target markets.
答案:

5、多选题：
A public relations campaign could potentially be used by an organisation for which of the following reasons?
选项：
A:To build and sustain good relationships with stakeholders
B:To counter negative publicity
C:As part of crisis management
D:To generate positive publicity and goodwill
答案:

6、多选题：
Which of the following statements are correct?
选项：
A:

Advertising in magazines can be effective in reaching niche target markets.

B:

The overall effectiveness of advertising can be difficult to measure.

C:

Advertising via television can be effective in targeting a geographically concentrated audience.

D:

Advertising in newspaper can be effective in reaching niche target markets.

答案:

7、多选题：
A public relations professional would likely engage in which of the following activities?
选项：
A:Lobbying
B:Event promotion
C:Product pricing
D:Media liaison
答案:

8、多选题：
Which of the following statements are correct?
选项：
A:Loyalty programs are designed to encourage repeat purchases.
B:Loyalty programs include signage and displays in stores, and free product trials of demonstrations in stores.
C:Loyalty programs reward consumers for the amount they spend.
D:Loyalty programs can be a form of consumer sales promotion.
答案:

9、多选题：
Which of the following statements are correct in relation to post-purchase dissonance?
选项：
A:A consumer feeling they have purchased too much after a shopping trip is an example of post-purchase dissonance.
B:A consumer feeling they have purchased what they expected after a shopping trip is an example of post-purchase dissonance.
C:A consumer having second thoughts about the wisdom of a product purchase is an example of post-purchase dissonance.
D:A salesperson who follows up with a customer after they have made a purchase may be able to reduce that customer’s post-purchase dissonance.
答案:

10、多选题：
Which of the following statements are correct?
选项：
A:Consumers are beginning to pay less attention to corporate sponsorships.
B:In return for financial or other support, a sponsor will usually have the right to display or associate their brand name, logo, or advertising with an event or person.
C:Sponsorship is a public relations tool.
D:A sponsor must legally ensure that an event or person they are sponsoring has some form of relationship with their products or activities.
答案:

第九章 单元测试

1、多选题：
Intermediaries in a distribution channel can include _________.
选项：
A:

wholesalers

B:

customers

C:

retailers

D:

industrial distributors

答案:

2、多选题：
Best Western allows people to book a motel room by contacting them, or via retail travel agents or online services such as wotif.com. Which of the following options best describes this distribution model?
选项：
A:Direct
B:selectively
C:Indirect
D:Exclusive
答案:

3、多选题：
Which of the following distribution channels are correct?
选项：
A:Producer, agent/broker, consumer
B:Producer, consumer
C:Producer, retailer, wholesaler, consumer
D:Producer, wholesaler, retailer, consumer
答案:

4、多选题：
Which of the following would be relevant considerations for the location of a retail store?
选项：
A:

Whether the geographic area contains a significant proportion of their target market demographic.

B:

Customer access to public transport and public parking available in a potential area.

C:

Proximity to competitors.

D:

Proximity to complementary retailers.

答案:

5、多选题：
A benefit that retailers offer in the distribution channel is exchange efficiency. This means that _________.
选项：
A:

the number of sellers that consumers must deal with is reduced

B:

the number of sellers that consumers must deal with is increased

C:

the number of parties that producers and wholesalers must deal with is increased

D:

the number of parties that producers and wholesalers must deal with is reduced

答案:

6、多选题：
Discount stores are characterised by _________.
选项：
A:

low margins

B:

high levels of customer service

C:

high turnover

D:

self-service

答案:

7、多选题：
Which of the followings are forms of direct marketing?
选项：
A:Automatic vending machines
B:Catalogue marketing
C:Telemarketing
D:Door-to-door selling
答案:

8、多选题：
Which of the following statements are correct?
选项：
A:Agents and brokers can operate on behalf of sellers.
B:Agents and brokers can operate on behalf of buyers.
C:Agents and brokers can operate on behalf of both buyers and sellers.
D:Agents and brokers can act as intermediaries to connect members of the marketing channel.
答案:

9、多选题：
Which of the following statements are correct?
选项：
A:Wholesaling does not include transactions with end consumers.
B:Wholesalers deal with businesses in the distribution channel.
C:Wholesalers tend to deal with large volumes of products in their transactions.
D:Wholesalers generally advertise in the mass media.
答案:

10、多选题：
Which of the followings are potential benefits provided by wholesalers?
选项：
A:A wholesaler can hold and manage a manufacturer’s inventory.
B:A wholesaler can have bulk buying power with manufacturers and are able to pass on savings to retailers.
C:A wholesaler can reduce risk when conducting transactions.
D:A wholesaler can promote and sell a manufacturer’s products to retailers.
答案:

第十章 单元测试

1、多选题：
Which of the following statements are incorrect?
选项：
A:Direct distribution is particularly common for service products.
B:Direct distribution is particularly common for both goods and services.
C:Direct distribution isn’t particularly common for neither goods nor services.
D:Direct distribution is particularly common for physical goods.
答案:

2、多选题：
Which of the following statements are correct?
选项：
A:Services are intangible.
B:Services can include activities, performances and benefits offered for sale.
C:Services involve a transfer of title.
D:A product offering can consist of both a physical good and a service component.
答案:

3、多选题：
Which of the following characteristics distinguishes a service from a physical good?
选项：
A:

Inseparability

B:

Perishability

C:

Intangibility

D:

Heterogeneity

答案:

4、多选题：
Which of the following statements are false?
选项：
A:The intangible nature of services makes their evaluation prior to purchase easy.
B:The tangible nature of services makes their evaluation prior to purchase easy.
C:The intangible nature of services makes their evaluation prior to purchase difficult.
D:The tangible nature of services makes their evaluation prior to purchase difficult.
答案:

5、多选题：
In order to reduce consumer feelings of uncertainty prior to purchasing a service, marketers can use _________.
选项：
A:

guarantees

B:

positive word-of-mouth promotion

C:

honeyed but fraud words

D:

tangible cues

答案:

6、多选题：
Which of the following would be classed as physical evidence in terms of the tangible cues that customers may use to evaluate a service?
选项：
A:Attitude
B:Staff uniforms
C:Price
D:Delivery vehicles
答案:

7、多选题：
Which of the following statements regarding services are correct?
选项：
A:A service is a tangible product offering that does not involve ownership.
B:A service is a tangible product offering that does involve ownership.
C:A service is experienced.
D:A service is an intangible product offering that does not involve ownership.
答案:

8、多选题：
Which of the following statements are correct?
选项：
A:Services can be delivered online.
B:The inseparable characteristic of services means that a service provider and a service consumer must be in the same location.
C:A service is usually produced and consumed at the same time.
D:Price may be used by consumers as a guide to service quality.
答案:

9、多选题：
Which of the following could potentially reduce the heterogeneous nature of a service product?
选项：
A:Reducing ing the number of transactions
B:Staff training
C:The use of technology
D:The use of machinery
答案:

10、多选题：
Which of the following statements are correct?
选项：
A:Services can be customised.
B:Balancing supply and demand helps to overcome issues that may arise due to the service characteristic of perishability.
C:Services can be standardised.
D:Unlike physical goods, there can be no intermediaries in a service distribution channel.
答案: