智慧树知到答案解密市场营销最新答案

第三章 单元测试

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

2、多选题：
Which of the following would describe an opinion leader from a marketing perspective?
选项：
A:Your one-month-old baby sister
B:A reference group member who provides relevant and influential advice
C:A person of high standing in the community
D:Media commentators who have a large audience
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:The purchase of familiar products
B:The purchase of more expensive products
C:Weekly supermarket shopping
D:Infrequently purchase
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:It is not possible for a marketer to influence the potential cognitive dissonance of a consumer.
B:By ensuring that their products, when used, will meet consumer expectations
C:By offering bonuses or rebates to be redeemed some time after purchase, to give the purchaser additional value
D:By increasing the price of their product
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:Japan
B:China
C:United States
D:India
答案:

6、多选题：
Which of the following statements regarding subcultures are correct?
选项：
A:Subcultures are important to marketers when their shopping and purchasing behaviour is significantly different from the reminder of population.
B:A subculture is a group comprising individuals of similar rank within a social hierarchy.
C:A hip-pop culture would be an example of a subculture.
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 idols
B:A work or professional group
C:Their family
D:Their pets
答案:

8、多选题：
Demographic characteristics include _________.
选项：
A:education level and gender.
B:race and religious belief.
C:lifestyle and personality.
D:age and income.
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:Safety
B:Hunger
C:Financial
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 subjective.
D:Perception is objective.
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:Wholesale markets
B:Reseller markets
C:Producer markets
D:Retail markets
答案:

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

3、多选题：
High-value purchases are relatively common in which business markets?
选项：
A:Online and consumer
B:Reseller and government
C:Producer and institutional
D:Consumer and reseller
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:They can involve regular repeat purchases.
B:Price and other conditions of sale can be open to negotiation.
C:The relationships between buyers and sellers tend to be short term.
D:They can be for high volume and high value purchases.
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:

elastic demand

B:

joint demand

C:

consumer demand

D:

derived 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 E begins buying glue from companies B, C and D.
B:Company C increases its glue prices.
C:Company D stops producing glue.
D:Company B begins selling glue to consumers.
答案:

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

9、多选题：
Which of the following statements are correct?
选项：
A:While industry demand tends to be inelastic, demand for the business products of any particular company can be elastic.
B:Equipment suppliers can take advantage of joint demand by offering ongoing supply of maintenance and consumables.
C:Demand for components in business markets mostly tends to be price inelastic.
D: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.
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:Post-purchase evaluation
C:Information search
D:Problem/need recognition
答案:

第五章 单元测试

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

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

3、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:The customer’s experience of the organisation, product, or brand
B:The price of the organisation’s product
C:The features of the organisation’s product
D:Advertising and other promotional efforts
答案:

4、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 potential sales volume and revenues of different market segments
B:The cost to the organisation of targeting that market segment
C:The ability of the organisation to satisfy the needs and expectations 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:

第六章 单元测试

1、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:Private label brands are becoming more common.
D:Manufacturer brands are owned by producers and clearly identified at the point of sale.
答案:

2、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:Convenience
B:Shopping
C:Unsought
D:Specialty
答案:

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

business-to-business products

B:

staple products

C:

emergency products

D:

impulse products

答案:

4、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:

5、多选题：
A brand_________.
选项：
A:

is a design

B:

is a slogan

C:

is a name

D:

is a collection of symbols

答案:

6、多选题：
Which of the following statements are incorrect?
选项：
A:A customer’s brand loyalty, once established, will never change.
B:Brand equity is determined by the organisation rather than the consumer.
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:

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:Required profitability
C:Customers’ willingness to pay
D:Competitors’ prices
答案:

2、多选题：
Which of the following statements are correct?
选项：
A: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.
B:Price competition is undesirable for a seller unless it has a cost advantage over competitors.
C:An organisation with low fixed costs and high variable costs could least afford to engage in price competition.
D:An organisation with high fixed costs and low variable costs could least afford to engage in price competition.
答案:

3、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:Prices are less likely to be in the advertisement.
C:Low-priced, high-volume products are usually sold through selective retail distribution.
D:Low prices are consistent with a high quality positioning approach.
答案:

4、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:

McDonald’s believes in demand-based pricing.

B:

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

C:

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

D:

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

答案:

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

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

7、多选题：
About the cost-plus pricing, which of the following statement are correct?
选项：
A:It is often used when it is easy to determine the costs of the product.
B:The advantage for the buyer is that they can be assured of the final price they will pay.
C:It is often the case for large, complex projects such as roads and commercial building construction.
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:Sponsorship is a public relations tool.
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:Consumers are beginning to pay less attention to corporate sponsorships.
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:

2、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:

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

C:

Personal selling is relatively expensive.

D:

Personal selling has a more limited reach.

答案:

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

4、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:

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

C:

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

D:

The overall effectiveness of advertising can be difficult to measure.

答案:

5、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:

6、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:

第九章 单元测试

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

retailers

B:

customers

C:

wholesalers

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:selectively
B:Exclusive
C:Direct
D:Indirect
答案:

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

Proximity to complementary retailers.

B:

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

C:

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

D:

Proximity to competitors.

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 parties that producers and wholesalers must deal with is reduced

C:

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

D:

the number of sellers that consumers must deal with is increased

答案:

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

high levels of customer service

B:

high turnover

C:

low margins

D:

self-service

答案:

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

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

9、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 promote and sell a manufacturer’s products to retailers.
C:A wholesaler can have bulk buying power with manufacturers and are able to pass on savings to retailers.
D:A wholesaler can reduce risk when conducting transactions.
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 physical goods.
C:Direct distribution is particularly common for both goods and services.
D:Direct distribution isn’t particularly common for neither goods nor services.
答案:

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

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

Intangibility

B:

Heterogeneity

C:

Perishability

D:

Inseparability

答案:

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

tangible cues

C:

positive word-of-mouth promotion

D:

honeyed but fraud words

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:Staff uniforms
B:Attitude
C:Delivery vehicles
D:Price
答案:

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

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