智慧树知到答案国际市场营销（山东联盟）最新答案

 

第三章 单元测试

1、单选题：
The heart of the internal records system is the ________ because customers favor firms that can promise timely delivery.
选项：
A:order-to-payment cycle
B:information needs probe
C:data warehouse
D:data mining system
E:sales information system
答案:

2、单选题：
The ________ begins with sales representatives and dealers sending orders to the firms and is followed by the sales department preparing invoices, and finally generating shipping and billing documents which are then sent to various departments.
选项：
A:order-to-payment cycle
B:human resources system
C:market research process
D:expense cycle
E:payroll system
答案:

3、单选题：
Companies can practice targeted marketing by using ________, which are records of Web site usage stored on personal browsers.
选项：
A:cookies
B:honey-pots
C:trolls
D:plug-ins
E:black swans
答案:

4、单选题：
A ________ is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment.
选项：
A:sales information system
B:marketing intelligence system
C:product management system
D:data warehousing system
E:viral marketing campaign
答案:

5、单选题：
A company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses and trade shows, and reads competitors’ published reports and stockholder information, the company is using ________ to improve the quality of its marketing intelligence.
选项：
A:customer feedback systems
B:advisory panels
C:intermediaries
D:external networks
E:sales-force surrogates
答案:

6、单选题：
A ________ is “unpredictable, short-lived, and without social, economic, and political significance.”
选项：
A:fashion
B:style
C:megatrend
D:fad
E:trend
答案:

7、单选题：
A ________ is a “large social, economic, political, and technological change that is slow to form, and once in place, influences us for some time — between seven and ten years, or longer.”
选项：
A:style
B:fad
C:fashion
D:megatrend
E:trend
答案:

8、单选题：
A growing population does not mean growing markets unless ________.
选项：
A:people have sufficient purchasing power
B:there is common ownership of all resources
C:the people are under a democratic system of government
D:the government has a budget surplus
E:there is adequate governmental intervention in the market
答案:

9、单选题：
Which of the following is likely to occur during economic downturns?
选项：
A:The level of investment in the economy rises.
B:Consumption of necessary goods decline.
C:The purchasing power of the population declines.
D:People tend to spend more on luxury goods.
E:Long-term credit is available at concessional rates of interest.
答案:

10、单选题：
Today, corporations need to make sure that they are good corporate citizens and that their consumer messages are honest in order to positively align themselves with consumers’ views of ________.
选项：
A:organizations
B:the universe
C:society
D:themselves
E:others
答案:

第四章 单元测试

1、单选题：
________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.
选项：
A:Marketing research
B:Market segmentation
C:Marketing communications
D:Internal marketing
E:Marketing planning
答案:

2、单选题：
When American Airlines decided to review new ideas aimed at first-class passengers on very long flights, like an ultra high-speed Wi-Fi service and 124 channels of high-definition satellite cable TV, their first step in the marketing research process was to ________.
选项：
A:define the problem and research objectives
B:develop the research plan
C:make the decision
D:analyze the information
E:collect the information
答案:

3、单选题：
Which of the following is considered to be the last step in the marketing research process?
选项：
A:controlling the environment
B:arriving at a decision
C:analyzing information
D:presenting findings
E:drafting the report
答案:

4、单选题：
If the goal of marketing research is to shed light on the real nature of a problem and to suggest possible solutions or new ideas, the research is said to be ________.
选项：
A:descriptive
B:exploratory
C:secondary
D:primary
E:quantitative
答案:

5、单选题：
Before Sandra opened her florist shop she read all she could about the floral industry. She also consulted several published research reports to understand growth patterns in the local area with particular interest in the location of florists throughout the city. This ________ helped her to decide on the location of her store.
选项：
A:licensed information
B:primitive data
C:secondary data
D:tertiary information
E:primary data
答案:

6、单选题：
Why must researchers avoid generalizing from focus group participants to the whole market?
选项：
A:The participants usually come from diverse backgrounds.
B:Most of the participants are likely to exhibit similar tastes and preferences.
C:The size of the group is too small and the sample is not drawn randomly.
D:Participants’ responses are not reliable.
E:Most of the participants are likely to be ignorant about the topic of discussion.
答案:

7、单选题：
Which of the following is used to assess people’s knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population?
选项：
A:survey research
B:quantitative research
C:experimental research
D:observational research
E:descriptive research
答案:

8、单选题：
If a marketing researcher chooses to use word associations, the researcher is using ________ questions.
选项：
A:open-end
B:semantic differential
C:closed-end
D:Likert scale
E:rating scale
答案:

9、单选题：
After collecting the relevant information, the next step in the marketing research process is to ________.
选项：
A:analyze the acquired data
B:present the project report
C:make the final decision
D:define the problem and research objectives
E:develop the research plan
答案:

10、判断题：
When companies engage students to design and carry out projects, the payoff to the students is experience and visibility; the payoff to the companies is a fresh sets of eyes to solve problems at a fraction of what consultants would charge.
选项：
A:对
B:错
答案:

第五章 单元测试

1、单选题：
A person’s ________ consist(s) of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior.
选项：
A:social class
B:reference groups
C:subculture
D:family
答案:

2、单选题：
Joe is a computer service technician. People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware, as they believe that he has access to far more information on computer technology than the average consumer. The neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products. Within this context, Joe can be called a(n) ________.
选项：
A:role model
B:transactional leader
C:gate-keeper
D:opinion leader
E:international marketer
答案:

3、单选题：
Ford Motors uses the ad caption “Magnify the Adventure” to promote its latest SUV, the Ford Endeavour. The ad features the car traveling through an uneven, rocky terrain. Within the context of Jennifer Aaker’s brand personality analysis, Ford Endeavour is most likely to be strong on which of the following traits?
选项：
A:intelligence
B:ruggedness
C:sincerity
D:sophistication
答案:

4、判断题：
People are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli.
选项：
A:错
B:对
答案:

5、判断题：
The buying process starts when the buyer decides to, or enters, a store or service provider’s facility.
选项：
A:错
B:对
答案:

6、单选题：
A consumer who uses Google to find comparative reports on new automobiles, is most likely using which of the following information sources for assistance?
选项：
A:public
B:personal
C:commercial
D:experiential
答案:

7、单选题：
If a consumer is shopping for a smart phone, all of the smart phone options available in the market — whether a consumer knows about them or not — is called the ________ set.
选项：
A:choice
B:total
C:consideration
D:awareness
答案:

第六章 单元测试

1、单选题：
A ________ consists of a group of customers who share a similar set of needs and wants.
选项：
A:market segment
B:vertical marketing system
C:market share
D:market basket
答案:

2、单选题：
When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the following marketing formats?
选项：
A:grassroots marketing
B:affiliate marketing
C:affinity marketing
D:differentiated marketing
答案:

3、单选题：
Pampers divides its market demographically on the basis of ________ into prenatal, new baby, baby, toddler, and preschooler.
选项：
A:life stage
B:age
C:gender
D:income
答案:

4、单选题：
Jose and Erika have just divorced. Which of the following demographic segmentation subsegment formats might be used by marketers to reach Jose or Erika?
选项：
A:age segment
B:personality type
C:life stage
D:social class
答案:

5、判断题：
Everyone who buys a given product wants the same benefits from it.
选项：
A:错
B:对
答案:

6、判断题：
An undifferentiated marketing approach to full market coverage designs a marketing program for a product with a superior image that can be sold to the broadest number of buyers.
选项：
A:对
B:错
答案:

7、单选题：
In ________ marketing, the firm operates in several market segments and designs different products for each segment.
选项：
A:undifferentiated
B:individual
C:niche
D:differentiated
答案:

第七章 单元测试

1、单选题：
Red Bull enlisted college students as “Red Bull student brand managers” to distribute samples, research drinking trends, design on-campus product promotion activities, and write stories for student newspapers. From a marketing management perspective, which of the following brand equity drivers is most applicable in the given scenario?
选项：
A:associations indirectly transferred to the brand by linking it to a person
B:the initial choices for the brand elements or identities making up the brand
C:the profitability associated with brand development
D:the product and all accompanying marketing activities and supporting marketing programs
答案:

2、单选题：
Brand ________ are devices that can be trademarked and serve to identify and differentiate the brand.
选项：
A:perceptions
B:elements
C:images
D:value propositions
答案:

3、单选题：
If consumers can easily recall and recognize a brand element, the brand element is said to be ________.
选项：
A:protectable
B:meaningful
C:memorable
D:adaptable
答案:

4、判断题：
To achieve integrated marketing, marketers need a variety of different marketing activities that consistently reinforce the brand promise.
选项：
A:错
B:对
答案:

5、单选题：
When a firm uses an established brand to introduce a new product, it is called a brand ________.
选项：
A:positioning
B:extension
C:valuation
D:harmonization
答案:

6、单选题：
The introduction of Diet Coke by the Coca-Cola Company is an example of ________.
选项：
A:brand harmonization
B:brand dilution
C:category extension
D:line extension
答案:

7、判断题：
Flankers are brands that may be kept around despite dwindling sales because they manage to maintain their profitability with virtually no marketing support.
选项：
A:错
B:对
答案:

第八章 单元测试

1、判断题：
A product is anything that can be offered to a market to satisfy a want or need.
选项：
A:对
B:错
答案:

2、判断题：
The customer-value hierarchy consists of the basic product, core benefit, expected product, augmented product, and the consumption system.
选项：
A:对
B:错
答案:

3、判断题：
Carlos always buys bread and milk when he goes grocery shopping. In this case, bread and milk are examples of impulse goods.
选项：
A:错
B:对
答案:

4、判断题：
The four product-mix dimensions (length, width, depth, consistency) permit the company to expand its business.
选项：
A:对
B:错
答案:

5、判断题：
The package, which has enclosed the actual commodity, is called secondary package.
选项：
A:对
B:错
答案:

6、单选题：
A ________ is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.
选项：
A:benefit
B:product
C:function
D:process
答案:

7、单选题：
Marketers must see themselves as benefit providers. For example, when a shopper purchases new shoes, he or she expects the shoes to cover his or her feet and allow him or her to walk unobstructed. This is an example of what level in the consumer-value hierarchy?
选项：
A:pure tangible good
B:potential product
C:augmented product
D:basic product
答案:

第九章 单元测试

1、判断题：
Traditionally, price was never a major determinant of buyer choice.
选项：
A:对
B:错
答案:

2、判断题：
Although consumers may have fairly good knowledge of the range of prices involved, very few can accurately recall specific prices of products.
选项：
A:对
B:错
答案:

3、判断题：
Generally, consumers prefer small price increases on a regular basis to sudden, sharp increases.
选项：
A:对
B:错
答案:

4、判断题：
Shrinking the amount of product instead of raising the price is a good way to counteract consumer resistance to price increases.
选项：
A:对
B:错
答案:

5、判断题：
Trade-in allowances are price reductions given for turning in an old item when buying a new one.
选项：
A:错
B:对
答案:

6、单选题：
The reservation price, the maximum that most consumers will pay for a given product, is known as the ________ price.
选项：
A:typical
B:upper-bound
C:usual discounted
D:expected future
答案:

7、单选题：
A firm that is plagued with overcapacity, intense competition, or changing consumer desires would do better if it pursues ________ as its major objective.
选项：
A:market skimming
B:survival
C:profit maximization
D:product-quality leadership
答案:

第十章 单元测试

1、判断题：
Wholesalers actually purchase goods from a producer in bulk and store them in warehouses.
选项：
A:错
B:对
答案:

2、判断题：
A marketing channel overcomes the time, place, and possession gaps that separate goods and services from those who need or want them.
选项：
A:错
B:对
答案:

3、判断题：
Add-on services such as credit, delivery, installation, and repairs provided by the marketing channel are referred to as service backup.
选项：
A:错
B:对
答案:

4、判断题：
When economic conditions are depressed, producers want to move goods to market using longer channels.
选项：
A:错
B:对
答案:

5、判断题：
Channel power is the ability to alter channel members’ behavior so that they take actions they would not have taken otherwise.
选项：
A:对
B:错
答案:

6、单选题：
________ are sets of interdependent organizations participating in the process of making a product or service available for use or consumption.
选项：
A:Communication channels
B:Sales territories
C:Marketing channels
D:Marketing terrains
答案:

7、单选题：
Total Beverages, a maker of fruit juices and health drinks, recently launched a new brand of packaged drinking water called AquaPure. In order to induce distributors to carry the product, Total offers all its intermediaries a free refrigerator to store bottles of AquaPure. This is an example of a ________.
选项：
A:reverse flow
B:push strategy
C:consumer promotion
D:pull strategy
答案:

第十一章 单元测试

1、判断题：
Reinforcement advertising aims to stimulate repeat purchase of products and services.
选项：
A:错
B:对
答案:

2、判断题：
A public is any group that has an actual or potential interest in or impact on a company’s ability to achieve its objectives.
选项：
A:对
B:错
答案:

3、判断题：
Sales promotion may damage brand image.
选项：
A:对
B:错
答案:

4、判断题：
Database marketing is ideal when a company does not have direct contact with its customers.
选项：
A:对
B:错
答案:

5、判断题：
Implication questions ask about the consequences of a buyer’s problems, difficulties, or dissatisfactions.
选项：
A:错
B:对
答案:

6、单选题：
Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?
选项：
A:direct marketing
B:personal selling
C:sales promotion
D:advertising
答案:

7、单选题：
An advertising ________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.
选项：
A:channel
B:objective
C:budget
D:medium
答案:

8、单选题：
________ is a marketing communications tool that includes a variety of programs to promote or protect a company’s image or individual products.
选项：
A:Personal selling
B:Advertising
C:Public relations
D:Sales promotion
答案:

9、单选题：
Which of the following is a form of mass communications channel?
选项：
A:personal selling
B:interactive marketing
C:word-of-mouth marketing
D:public relations
答案:

10、单选题：
A salesperson who relies on creative methods for selling a company’s tangible or intangible offerings is called a(n) ________.
选项：
A:missionary
B:order taker
C:solution vendor
D:demand creator
答案: