國(guó)際市場(chǎng)營(yíng)銷（山東交通學(xué)院）知到章節(jié)測(cè)試答案智慧樹2023年最新第一章測(cè)試

Whichofthefollowingstatementsaboutmarketingistrue?

參考答案:

null

________managementistheartandscienceofchoosingtargetmarketsandgetting,keeping,andgrowingcustomersthroughcreating,delivering,andcommunicatingsuperiorcustomervalue.

參考答案:

Marketing

Identifythecorrectstatementaboutmarketingmanagement.

參考答案:

null

Aseconomiesadvance,agrowingproportionoftheeconomy'sactivitiesfocusesontheproductionof________.

參考答案:

services

The"Malaysia,TrulyAsia"adcampaignthatshowcasedMalaysia'sbeautifullandscapeanditsmulticulturalsocietyinordertoattracttouristsisanexampleof________marketing.

參考答案:

place

InWaltDisney'sMagicKingdom,customerscanvisitafairykingdom,apirateship,orevenahauntedhouse.Disneyismarketinga(n)________.

參考答案:

experience

Peopleinemergingcountriestodayarebecomingincreasinglyhealthconsciousandareseekinghealthyfoodchoices.Asaresult,demandforhealthfoodsisrisingsteadily,creatinganopportunityformarketerstoexploitthis________market.

參考答案:

need

Organizationscateringtothe________marketneedtopricetheirofferingscarefullybecausethesemarketsusuallyhavelimitedpurchasingpower.

參考答案:

nonprofit

Servicesconstitutethebulkofmostcountries'productionandmarketingefforts.

參考答案:

錯(cuò)

"FriendsDon'tLetFriendsDriveDrunk,"isanexampleofmarketinginformationtoaninterestedaudience.

參考答案:

錯(cuò)

Wantsarethebasichumanrequirementssuchasforair,food,water,clothing,andshelter.

參考答案:

錯(cuò)

Theemergenceofearnedmediahasallowedsomecompaniestoreducepaidmediaexpenditures.

參考答案:

對(duì)

Wecanthinkofmarketingastheidentification,creation,communication,delivery,andmonitoringofcustomervalue.

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對(duì)

Ifperformancefallsshortofexpectations,thecustomerisdisappointed.Ifitmatchesexpectations,thecustomerissatisfied.Ifitexceedsthem,thecustomerisdelighted.

參考答案:

對(duì)

Whatcanbemarketed?

參考答案:

service;events;organizations;information

第二章測(cè)試

Thetaskofanybusinessisto________.

參考答案:

delivercustomervalueataprofit

Inthecycleofcompletestrategicplanning,takingcorrectiveactionisapartof________.

參考答案:

controlling

Ofthefourorganizationallevels,thecorporatelevelislikelytomakewhichofthefollowingdecisions?

參考答案:

enteringanewmarket

Themarketingplan,thecentralinstrumentfordirectingandcoordinatingthemarketingeffortofacompany,operatesatthe________levels.

參考答案:

strategicandtactical

The________laysoutthetargetmarketsandthevaluepropositionthatwillbeoffered,basedonananalysisofthebestmarketopportunities.

參考答案:

strategicmarketingplan

JuanGarciaplansthedailypromotionalreleasesabouthiscompany'sproductsandservices.Hecanbedescribedasa(n)________planner.

參考答案:

tactical

Whichofthefollowingisanexampleofgrowthbydiversification?

參考答案:

acompanyintroducingnewproductcategoryinanewmarket

Qantas,theAustraliannationalairlinecarrier,introducesflightstotheMiddleEast.Thisisanexampleof________.

參考答案:

marketpenetration

Unlikeitscompetitorsintheonlineairtravelindustry,Travelocityprovidesitscustomerswithagreatervarietyofservicessuchascruisereservations,packagetours,hotelbookings,andcarrentals.Thisisanexampleofa(n)________strategy.

參考答案:

differentiation

McDonald'shasoftenteamedupwithDisneytoofferproductsrelatedtocurrentDisneyfilmsaspartofitsmealsforchildren.Thebestdescriptionofthisformofalliancewouldbea________.

參考答案:

promotionalalliance

InternalanalysisinSWOTinvolvesanalyzingthepossibleopportunitiesandthreatsthatcancomefromthemarket.

參考答案:

錯(cuò)

Afirmthatisalwaysworkingtoimproveitsproductofferingssuchthatconsumerneedsareaddressedmoreefficientlyisfollowingadifferentiationstrategy.

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對(duì)

Afirmemployingafocusstrategyconcentratesonachievingsuperiorperformanceinanimportantcustomerbenefitareavaluedbyalargepartofthemarket.

參考答案:

錯(cuò)

ExternalEnvironmentanalysisistoanalyse()

參考答案:

threats;opportunities

第三章測(cè)試

Theheartoftheinternalrecordssystemisthe________becausecustomersfavorfirmsthatcanpromisetimelydelivery.

參考答案:

order-to-paymentcycle

The________beginswithsalesrepresentativesanddealerssendingorderstothefirmsandisfollowedbythesalesdepartmentpreparinginvoices,andfinallygeneratingshippingandbillingdocumentswhicharethensenttovariousdepartments.

參考答案:

order-to-paymentcycle

Companiescanpracticetargetedmarketingbyusing________,whicharerecordsofWebsiteusagestoredonpersonalbrowsers.

參考答案:

cookies

A________isasetofproceduresandsourcesmanagersusetoobtaineverydayinformationaboutdevelopmentsinthemarketingenvironment.

參考答案:

marketingintelligencesystem

Acompanycantakeseveralstepstoimprovethequalityofitsmarketingintelligence.Ifthecompanypurchasescompetitiveproductsforstudy,attendsopenhousesandtradeshows,andreadscompetitors'publishedreportsandstockholderinformation,thecompanyisusing________toimprovethequalityofitsmarketingintelligence.

參考答案:

externalnetworks

A________is"unpredictable,short-lived,andwithoutsocial,economic,andpoliticalsignificance."

參考答案:

fad

A________isa"largesocial,economic,political,andtechnologicalchangethatisslowtoform,andonceinplace,influencesusforsometime—betweensevenandtenyears,orlonger."

參考答案:

megatrend

Agrowingpopulationdoesnotmeangrowingmarketsunless________.

參考答案:

peoplehavesufficientpurchasingpower

Whichofthefollowingislikelytooccurduringeconomicdownturns?

參考答案:

Thepurchasingpowerofthepopulationdeclines.

Today,corporationsneedtomakesurethattheyaregoodcorporatecitizensandthattheirconsumermessagesarehonestinordertopositivelyalignthemselveswithconsumers'viewsof________.

參考答案:

organizations

Firmsthatcandevelopsubstitutematerialsforfinitenonrenewableresourceshaveanexcellentopportunity.

參考答案:

對(duì)

Householdscomprisedofsingle,separated,widowed,anddivorcedindividualsgenerallydemandlargerapartmentsandexpensiveappliances,furniture,andfurnishings.

參考答案:

錯(cuò)

Thereisaglobaltrendtowardanagingpopulation.

參考答案:

對(duì)

Themaindemographicfactormarketersmonitorispopulation,including

參考答案:

educationallevels;householdpatterns.;thesizeandgrowthrateofpopulation;agedistributionandethnicmix

第四章測(cè)試

________isthesystematicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingthecompany.

參考答案:

Marketingresearch

WhenAmericanAirlinesdecidedtoreviewnewideasaimedatfirst-classpassengersonverylongflights,likeanultrahigh-speedWi-Fiserviceand124channelsofhigh-definitionsatellitecableTV,theirfirststepinthemarketingresearchprocesswasto________.

參考答案:

definetheproblemandresearchobjectives

Whichofthefollowingisconsideredtobethelaststepinthemarketingresearchprocess?

參考答案:

arrivingatadecision

Ifthegoalofmarketingresearchistoshedlightontherealnatureofaproblemandtosuggestpossiblesolutionsornewideas,theresearchissaidtobe________.

參考答案:

exploratory

BeforeSandraopenedherfloristshopshereadallshecouldaboutthefloralindustry.Shealsoconsultedseveralpublishedresearchreportstounderstandgrowthpatternsinthelocalareawithparticularinterestinthelocationoffloriststhroughoutthecity.This________helpedhertodecideonthelocationofherstore.

參考答案:

secondarydata

Whymustresearchersavoidgeneralizingfromfocusgroupparticipantstothewholemarket?

參考答案:

null

Whichofthefollowingisusedtoassesspeople'sknowledge,beliefs,preferences,andsatisfactionandtomeasurethesemagnitudesinthegeneralpopulation?

參考答案:

surveyresearch

Ifamarketingresearcherchoosestousewordassociations,theresearcherisusing________questions.

參考答案:

open-end

Aftercollectingtherelevantinformation,thenextstepinthemarketingresearchprocessisto________.

參考答案:

analyzetheacquireddata

Whencompaniesengagestudentstodesignandcarryoutprojects,thepayofftothestudentsisexperienceandvisibility;thepayofftothecompaniesisafreshsetsofeyestosolveproblemsatafractionofwhatconsultantswouldcharge.

參考答案:

對(duì)

Adichotomousquestionisaquestionwiththreeormoreanswers.

參考答案:

錯(cuò)

Safewaysupermarket'sscannerdatashowsthathigh-incomepeopledon'tnecessarilybuythemoreexpensivebrands.Thisisanexampleofsurveyresearch.

參考答案:

錯(cuò)

WhenBankofAmericafollowedfemalebabyboomersathomeandwhiletheyshoppedtoobservethingstheshoppersmightnothavebeenabletoarticulate,theywereusingethnographicresearch.

參考答案:

對(duì)

Marketerscancollectprimarydatainthefollowingmainways().

參考答案:

behavioraldata;focusgroups;observation;surveys

第五章測(cè)試

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

參考答案:

referencegroups

Joeisacomputerservicetechnician.Peopleinhisneighborhoodusuallydependonhissuggestionsforpurchasinganycomputeraccessoryorhardware,astheybelievethathehasaccesstofarmoreinformationoncomputertechnologythantheaverageconsumer.TheneighborsarealsoawarethatJoehastherequiredknowledgeandbackgroundforunderstandingthetechnicalpropertiesoftheproducts.Withinthiscontext,Joecanbecalleda(n)________.

參考答案:

opinionleader

FordMotorsusestheadcaption"MagnifytheAdventure"topromoteitslatestSUV,theFordEndeavour.Theadfeaturesthecartravelingthroughanuneven,rockyterrain.WithinthecontextofJenniferAaker'sbrandpersonalityanalysis,FordEndeavourismostlikelytobestrongonwhichofthefollowingtraits?

參考答案:

ruggedness

Peoplearemorelikelytonoticestimuliwhosedeviationsarelargeinrelationtothenormalsizeofthestimuli.

參考答案:

對(duì)

Thebuyingprocessstartswhenthebuyerdecidesto,orenters,astoreorserviceprovider'sfacility.

參考答案:

錯(cuò)

AconsumerwhousesGoogletofindcomparativereportsonnewautomobiles,ismostlikelyusingwhichofthefollowinginformationsourcesforassistance?

參考答案:

commercial

Ifaconsumerisshoppingforasmartphone,allofthesmartphoneoptionsavailableinthemarket—whetheraconsumerknowsaboutthemornot—iscalledthe________set.

參考答案:

total

Intheprocessofsearchingandgatheringrelevantinformationoftheproposeproducts,aconsumerwillcometoknowasubsetofthealltheavailablebrands.Thissetiscalled.

參考答案:

awarenessset

Consumerswilldependontheinformationfromtodecidewhethertheyaregoingtobuythegoodsornot.

參考答案:

personalsources;publicsources;experientialsources

Limitedinformationcouldreachitstargetcustomersinmarketing.

參考答案:

錯(cuò)

Foratypicalconsumer,mostinformationoftheneededproductsinthemarketscomesfrom.

參考答案:

MassMedia;Friends;Examining;Dealers

Amongallthefactors,whichfactorshavethebroadestanddeepestinfluence?

參考答案:

culturalfactors

第六章測(cè)試

A________consistsofagroupofcustomerswhoshareasimilarsetofneedsandwants.

參考答案:

marketsegment

WhenNikeattemptstogetclosetoitscustomersatthelocallevelbysponsoringlocalschoolteamsandprovidingshoes,equipment,andclothingtomanyofthem,Nikeisusingwhichofthefollowingmarketingformats?

參考答案:

grassrootsmarketing

Pampersdividesitsmarketdemographicallyonthebasisof________intoprenatal,newbaby,baby,toddler,andpreschooler.

參考答案:

age

JoseandErikahavejustdivorced.WhichofthefollowingdemographicsegmentationsubsegmentformatsmightbeusedbymarketerstoreachJoseorErika?

參考答案:

lifestage

Everyonewhobuysagivenproductwantsthesamebenefitsfromit.

參考答案:

錯(cuò)

Anundifferentiatedmarketingapproachtofullmarketcoveragedesignsamarketingprogramforaproductwithasuperiorimagethatcanbesoldtothebroadestnumberofbuyers.

參考答案:

對(duì)

In________marketing,thefirmoperatesinseveralmarketsegmentsanddesignsdifferentproductsforeachsegment.

參考答案:

differentiated

Menandwomenhavedifferentattitudesandbehavedifferently,basedpartlyonandpartlyon.

參考答案:

geneticmakeup,socialization

Ifacompanyinlineofsweepersfindsthatmorethanhalfofmenthoughttheyareprimarygroceryshoppersintheirfamilies,itwilltendtohirehandsomemalesuperstarstopromotetheirproductstoattractfemalecustomers.

參考答案:

錯(cuò)

Inbehavioralsegmentation,marketersdividebuyersintogroupsonthebasisof.

參考答案:

useofaproduct;theirknowledgeofaproduct;orresponsetoaproduct;attitudetowardaproduct

IfMr.Smithaskshisfriendwhohasatreadmillandtrytodecidetobuyasimilarone.Mr.Smith’sfriendplaysaroleofinthebuyingdecision.

參考答案:

influencer

areallusualmethodstoidentifymarketsegments.

參考答案:

demographicsegmentation;behavioralsegmentation;geographicsegmentation

第七章測(cè)試

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

參考答案:

theproductandallaccompanyingmarketingactivitiesandsupportingmarketingprograms

Brand________aredevicesthatcanbetrademarkedandservetoidentifyanddifferentiatethebrand.

參考答案:

elements

Ifconsumerscaneasilyrecallandrecognizeabrandelement,thebrandelementissaidtobe________.

參考答案:

memorable

Toachieveintegratedmarketing,marketersneedavarietyofdifferentmarketingactivitiesthatconsistentlyreinforcethebrandpromise.

參考答案:

對(duì)

Whenafirmusesanestablishedbrandtointroduceanewproduct,itiscalledabrand________.

參考答案:

extension

TheintroductionofDietCokebytheCoca-ColaCompanyisanexampleof________.

參考答案:

lineextension

Flankersarebrandsthatmaybekeptarounddespitedwindlingsalesbecausetheymanagetomaintaintheirprofitabilitywithvirtuallynomarketingsupport.

參考答案:

錯(cuò)

Whatrolescanbrandplayaspartofaportfolio?

參考答案:

Low-endEntryLevel;CashCows;Fighter;Hight-endPrestige

Whenafirmusesanestablishedbrandtointroduceanewproduct,theproductiscalleda().

參考答案:

brandextension

reflectsthenumberandnatureofbothcommonanddistinctivebrandelements.

參考答案:

Brandingstrategy

Inleveragingsecondaryassociations,linkingabrandtosomeoneorsomethingelsecanberiskybecauseanythingbadthathappenstothatotherentitycanalsobelinkedtothebrand.

參考答案:

對(duì)

Integratedmarketingistocreatebrandequitybylinkingthebrandtootherinformationinmemorythatconveysmeaningtoconsumers.

參考答案:

錯(cuò)

第八章測(cè)試

Aproductisanythingthatcanbeofferedtoamarkettosatisfyawantorneed.

參考答案:

對(duì)

Thecustomer-valuehierarchyconsistsofthebasicproduct,corebenefit,expectedproduct,augmentedproduct,andtheconsumptionsystem.

參考答案:

錯(cuò)

Carlosalwaysbuysbreadandmilkwhenhegoesgroceryshopping.Inthiscase,breadandmilkareexamplesofimpulsegoods.

參考答案:

錯(cuò)

Thefourproduct-mixdimensions(length,width,depth,consistency)permitthecompanytoexpanditsbusiness.

參考答案:

對(duì)

Thepackage,whichhasenclosedtheactualcommodity,iscalledsecondarypackage.

參考答案:

錯(cuò)

A________isanythingthatcanbeofferedtoamarkettosatisfyawantorneed,includingphysicalgoods,services,experiences,events,persons,places,properties,organizations,information,andideas.

參考答案:

product

Marketersmustseethemselvesasbenefitproviders.Forexample,whenashopperpurchasesnewshoes,heorsheexpectstheshoestocoverhisorherfeetandallowhimorhertowalkunobstructed.Thisisanexampleofwhatlevelintheconsumer-valuehierarchy?

參考答案:

basicproduct

Anintensivedistributionstrategyserveswellforproductssuchassnackfoodsandsoftdrinks.

參考答案:

對(duì)

AMaseratisportscarisconsideredaconveniencegoodbecauseinterestedbuyerswilltravelfartobuyone.

參考答案:

錯(cuò)

ItwassunnywhenJennywenttoclass,butbythetimeclasswasoveritwasrainingheavily,soJennystoppedbythestudentstoretobuyanumbrellabeforeshewalkedbacktoherdorm.Inthiscase,theumbrellaisanexampleofa(n)________good.

參考答案:

emergency

WhichofthefollowingbelongtoNondurablegoods?

參考答案:

shampoo;beer

第九章測(cè)試

Traditionally,pricewasneveramajordeterminantofbuyerchoice.

參考答案:

錯(cuò)

Althoughconsumersmayhavefairlygoodknowledgeoftherangeofpricesinvolved,veryfewcanaccuratelyrecallspecificpricesofproducts.

參考答案:

對(duì)

Generally,consumersprefersmallpriceincreasesonaregularbasistosudden,sharpincreases.

參考答案:

對(duì)

Shrinkingtheamountofproductinsteadofraisingthepriceisagoodwaytocounteractconsumerresistancetopriceincreases.

參考答案:

對(duì)

Trade-inallowancesarepricereductionsgivenforturninginanolditemwhenbuyinganewone.

參考答案:

對(duì)

Thereservationprice,themaximumthatmostconsumerswillpayforagivenproduct,isknownasthe________price.

參考答案:

upper-bound

Afirmthatisplaguedwithovercapacity,intensecompetition,orchangingconsumerdesireswoulddobetterifitpursues________asitsmajorobjective.

參考答案:

survival

Referencepricesinclude()

參考答案:

upperboundprice;fairprice;typicalprice;lastpricepaid

Amarketerwhohasunitcostsof$16andwantstoearna20percentmarkuponsaleswouldchargeamarkuppriceof$20.

參考答案:

對(duì)

Valuepricingrequiresacompanytoreengineeritsoperationstobecomealow-costproducer.

參考答案:

對(duì)

Whenexaminingproducts,consumerscompareanobservedpricetoaninternalreferencepricetheyrememberoranexternalframeofreference.

參考答案:

對(duì)

第十章測(cè)試

Wholesalersactuallypurchasegoodsfromaproducerinbulkandstoretheminwarehouses.

參考答案:

對(duì)

Amarketingchannelovercomesthetime,place,andpossessiongapsthatseparategoodsandservicesfromthosewhoneedorwantthem.

參考答案:

對(duì)

Add-onservicessuchascredit,delivery,installation,andrepairsprovidedbythemarketingchannelarereferredtoasservicebackup.

參考答案:

對(duì)

Wheneconomicconditionsaredepressed,producerswanttomovegoodstomarketusinglongerchannels.

參考答案:

錯(cuò)

Channelpoweristheabilitytoalterchannelmembers'behaviorsothattheytakeactionstheywouldnothavetakenotherwise.

參考答案:

對(duì)

________aresetsofinterdependentorganizationsparticipatingintheprocessofmakingaproductorserviceavailableforuseorconsumption.

參考答案:

Marketingchannels

TotalBeverages,amakeroffruitjuicesandhealthdrinks,recentlylaunchedanewbrandofpackageddrinkingwatercalledAquaPure.Inordertoinducedistributorstocarrytheproduct,TotaloffersallitsintermediariesafreerefrigeratortostorebottlesofAquaPure.Thisisanexampleofa________.

參考答案:

pushstrategy

Selectivedistributionseverelylimitsthenumberofintermediariesandisappropriatewhentheproducerwantstomaintaincontrolovertheservicelevelandoutputsofferedbytheresellers.

參考答案:

錯(cuò)

Amanufacturerobtains