Marketing(市場(chǎng)營(yíng)銷(xiāo)學(xué))知到智慧樹(shù)期末考試答案題庫(kù)2025年江南大學(xué)Whichofthefollowingistrueabouttherelationshipbetweenpromotionandmarketing?(

)

答案:PromotionisanintegralpartofmarketingstrategyWhichofthefollowingisNOTaquantitativeresearchmethod?().

答案:surveyWhichofthefollowinginterrelatedfactorsareinvolvedintheimplmentationofmarketingplan?

答案:formulationofactionplans；coordinationamongconcernedparties；formulationofrules；Adjustmentoforganizationalstructure.Whenchoosingtargetmarketstrategy,considerationshouldbegivento（

）.

答案:Marketcharacteristics；Productlifecycle；Productattribute；Enterpriseresource；StrategiccompetitorWhenanalyzingcompetition,whatfactorsshouldwelookat?

答案:Numberofcompetitors；Dierectcompetitors；Indirectcompetitors；Natureofcompetition；StrengthsandweakenessesofcompetitorsWhenanalyzingcompetition,oneshouldputmoreemphasisondirectcompetitionthanonindirectcompetition.

答案:錯(cuò)Whatarethecharacteristicsofintegratedmarketingcommunication?（）

答案:Focusingonintegration；Focusingonsystematicmanagement；Focusingonharmonization；FocusingonenterprisescaleandmodernmanagementWebsitehasbeenthemaindigtialplatformandchannelsincethepopulairizationinthe1990's.

答案:對(duì)Usinganagentwillnotresultsincontrol-relatedissues.

答案:錯(cuò)Undernormalcircumstances,themarketdoesnothavedemandforthefollowingproducts:

答案:Usedproductsthatpeoplegenerallyconsiderworthless.

；newproductsthatconsumersarenotfamiliarwith.

；highlyhazardousproductsorservices；productsthatoffervalueinnormalcircumstances,butnotundersomespecialcircumstances.Thereisnosinglebestwayoforganizingthemarketingdepartment.（）

答案:對(duì)Thewaysoforganizingthemarkeitngdepartmentinclude(

).

答案:Organziationbyfuncition；Organizatiponbyproduct；Organizationbybrand；Organizationbygeographicregion；OrganizationbymarketmanagementThewaysofmarketpositioninginclude（

）.

答案:repositioning；head-onpositioning；strongeravoidancepositioningThetypesofmarketstructureinclude().

答案:puremonopoly；oligopoly；monopolisticcompetition；perfectcompetitionThethreemainelementsofmarketinlcude:

答案:Peoplewithunmetneeds；Abilitytopurcahse；IntentionordesiretopurchaseTheso-calledbidirectionalextensionofproductlinemeansthattheenterpriseoriginallylocatedinthemid-rangeproductmarketwillextendtothetwo(

)directionsofproductlineaftermasteringthemarketadvantage.

答案:upanddownThepurchasingprocessofconsumersisthetransformationofconsumers'purchasingmotivationinto（

）.

答案:purchasingbehaviorTheprocessofarrangingforaproducttooccupyaclear,distinctive,anddesirableplacerelativetocompetingproductsinthemindsoftargetconsumersisknownas（）.

答案:PositioningThepartofthebrandthatcanbeaddressedinlanguagethatmakesasoundiscalled（

）.

答案:brandnameThepackaging,brand,qualityandstyleofthematerialproductsbelongsto().

答案:formproductlayerThemostattractivemarketsegmentshouldhavecharacteristicsof（

）

答案:HighbarrierstoentryandlowbarrierstoexitThemicroenvironmentfactorsinlcude（）.

答案:Company；Competitors；CorporatepartnersThemajortypesofretailstoresinclude(

).

答案:Specialtystore；Conveniencestore；Discountstore；SupermarketThemajorplatformsfordigitalmarketinginlcude(

).

答案:Websites；Searchengines；Emails；mobiledevice；SocialmediaThemainwaysenterprisesusedtoexpandtheproductportfolioinclude().

答案:expandthebreadthoftheproductportfolio；enhancethedepthoftheproductportfolio；addnewproductitemstoexistingproductlinesThemainsourcesofmarktopportuntiesinclude().

答案:povisionofexistingproductsorserviceswithnewerormoreadvancedmethods.Themainmethodsofmarketingcontrolinclude().

答案:Annualplancontrol；Profitcontrol；marketingauditThemainfeaturesoftheconsumermarketare（

）.

答案:dispersity；diversity；mutability；

inducibilityThemacroenvironmentfactorsinclude（）

答案:Cultural；demographic；social；technologicalThelargestgenerationcohortinthewestis:

答案:BabyboomersThekeytowinningandmaintaininglong-termconsumerspendingistounderstandconsumers'needsandbuyingprocessesmoreaccuratelythancompetitors,andtoprovidethemwithmorevalue.

答案:對(duì)Thekeytodigitallyintegratedmarketingis(

).

答案:consumershareThehighertheunitpriceis,themoreprofitmaximizationcanberealized.

答案:錯(cuò)Thefirststepinannualplanningandcontrolis(

).

答案:SetthegoalsTheessenceofmarketingorganizationisabouthowtoallocatehumanresources.

答案:錯(cuò)Thecoreofthepromotionworkis（???）.

答案:CommunicationThecoreofmarketingis:

答案:TransactionTheconnotationandextensionofthewholeconceptofproductsarebasedonthepursuitofqualityproducts.

答案:錯(cuò)Thebenefitsthatproductsofferrelativetothecostoftheproductsiscalled:

答案:ValueThebenefitsofbrandtoconsumersare（

）.

答案:canhelpconsumerssimplifydecision-makingandreducerisk；helpconsumersidentifythesourceormanufactureroftheproduct；enableconsumerstochooseandpurchaseproductsmoreeffectively；consumersmaygivedifferentevaluationsofthesameproductaccordingtothebrandThebasicmeaningofabrandisthatitrepresentsaspecific(

).

答案:commodityattributeTheappreciationofbrandequityoftenhappensduringusage.

答案:對(duì)Theadvantagesofcost-pluspricinginclude（

）.

答案:Feelingfair

；Greatlysimplifiesthepricingprocess

；PricecompetitionmaybeminimizedSupermarketsarecharacterizedbylargesize,lowcostproducts,lowprofitmarginandlargesalesvalume,andself-service.

答案:對(duì)Sportsstarsandmoviestarsaretheirfans'（）.

答案:desirablegroupSourceofinformationformarketingdecisionmakinginlcude_____.

答案:Internalsecondarydata；Marketingintelligence；MarketingResearchSystemRegardingtheclassificationofadvertisingtargets,whichofthefollowingstatementiscorrect?(

)

答案:Notificationadvertisingismainlyusedtopromotenewproducts；Persuasiveadvertisingisveryimportantinthecompetitiveperiodofproducts；ReminderadvertisingisveryimportantinthematurityofaproductProductisanimportantfactorinthemarketingmix,andotherfactorssuchasprice,distributionandpromotionmustbedecidedonthebasisofproduct.

答案:對(duì)Primarydatahasthefollowingdisadvantages:()

答案:Itiscostly；Itrequirestrainingandadvancedexperience；Itistime-consumingtocollectPeopletendtoretaininformationthatisconsistentwiththeirattitudesandbeliefs.（）

答案:對(duì)Peopledonotbuycosmeticstoobtainsomeofitschemicalcomponents,buttoobtainbeauty,fromthispointofview,thebeautificationfunctionthatcosmeticsproductprovideisacaseof（

）.

答案:CoreproductlayerOncethenewproductissuccessfullytestedinthemarket,itmeansthatthenewproductcanbequicklyacceptedbyconsumers,andtheenterprisecanobtainrichprofits.

答案:錯(cuò)Observationcanonlybedonebyhumansnotbymechanicaldevice.（）

答案:錯(cuò)Non-differentiatedmarketingstrategiesthatfocusonconsumerneeds'(

).

答案:similarityMarketingresearchprovides_____thataidsdecisionmaking.

答案:informationMarketingpersonnel,aswellasothersocialfactors,aremorelikelytoinfluencewhichofthefollowingfactors?

答案:WantsMarketingmyopiaismostlikelytoreferto().

答案:productorientationMarketsegmentationreferstotheprocessinwhichenterprisesdividethemarketaccordingtothe(

)ofconsumersincertainaspects.

答案:heterogeneityManymanufacturersofrefrigeratorshaveemphasizedeco-friendlinessandhealthandintroducedfluoride-freefridges.Suchpracticereflectswhatkindofmarketingphilosophy?

答案:SocialmarketingManufacturersoflowunitcostproductsusuallyselect(

)todistributetheirproducts.

答案:wholesalersMalecustomersaremoredecisiveandquickwhenbuyinggoods,whilefemalecustomerstendtochoosecarefully.

答案:對(duì)Largeusersusuallymakeuponlyasmallpercentageoftotalconsumption,sotheirshareislow.

答案:錯(cuò)Intenstivedistributionissuitableforshoppinggoodsandspecialtygoods.

答案:錯(cuò)Inthematurephaseoftheproductlifecycle,thecharacteristicsinclude().

答案:saleschannelsarebasicallysaturatedandthegrowthrateisslowlyrising；productsalesgrowthisslow,graduallyreachthepeak,surpluswillappearevenintheindustryInthecomplexpurchasingbehavior,thethirdstageoftheconsumerpurchasingdecisionprocessis（）.

答案:evaluationofalternativeproductsInthecaseofoverproduction,facingfiercecompetitionortryingtochangeconsumerdemand,enterprises'mainobjectiveofpricingis（

）.

答案:MakethecompanysurviveInadditiontosellingproductstobusinesses,salespeopleshouldbeadviserstocustomers.（）

答案:對(duì)Inaorligarplisticmarket,competitorsaregenerallysensitivetoeachother'spricechange.

答案:對(duì)Ifthedemandforagoodiselastic,amoderatereductioninpriceatthistimecanincreasesalesandmayalsoincreaseprofits.

答案:對(duì)Ifanenterprisecannotmeasurethesizeandpurchasingpowerofamarketsegment,whatprinciplesdoesthemarketnotconformto?()

答案:measurableIBMclassifyconsumersintofoursegmentsofpersonalityunrelatedwithageonthebasisofpsychologicalprofile.Thecharacteristicsofsocialbutterflyincludehightrafficandhighinteractivity.

答案:錯(cuò)Hippieandfansculturesreflect(）ofthesocialcuturalenvironment.

答案:SubcultureHighpricingstrategyfornewandinnovativeproductsorservicesiscalled().

答案:skimmingpricingGenerallyspeaking,spanofcontrolandchainofcommandarepositivelycorrelated.

答案:錯(cuò)Generallyspeaking,humanneedsdevelopfromlowleveltohighlevel.（）

答案:對(duì)Fortheproductportfolio,thegreaterthedepthoftheproductportfolio,().

答案:themorespecificationsandvarietiesofenterpriseproductsFocusgroupfindingsareoftendefinitiveandcanbeusedtodirectlyaiddecisions.

答案:錯(cuò)Factorsinfluencingconsumerbuyingbehaviorinclude（

）.

答案:culturalfactors；socialfactors

；individualfactors

；situationalfactorsDuringtheinputperiod,moreadvertisementsshouldbemadetopromotethefunctionsoftheproducts.

答案:對(duì)Duringconsumerempoowerment,productco-creationisthesameasserviceco-creation.（）

答案:錯(cuò)Directchannleisthemajortypeofdistributionforconsumergoods.

答案:錯(cuò)Digitalmarketingisthemostimportantmarketinginstrumentintoday'sworld.

答案:錯(cuò)Digitalmarketingistheactivity,setofinsitutions,andprocessesforcreating,communicating,andtransactingvalueforcustomersandotherstakeholdersthrough(

).

答案:digitaltechnologyDigitalconsumerswhoperceivedigitalmediaasthemainstayoftheirlifeandseekeveryopportunitytousetheInternetcanbecalled().

答案:DominantdigitalconsumersDigitalconsumershavethefollowingcharacteristics(

).

答案:Demandforcustomizedproducts；Interactionamongconsumers；Individualizedinteractionbetweenconsumersandbrands；Data-drivensatisfactionofconsumerneedsDifferentsocialclasseshavedifferentpreferencesforthesamekindofconsumergoods.

答案:對(duì)Customersiswhatthebusinessfirmsserveandtheultimatetargetmarket.

答案:對(duì)Consumerinteractivityreferstothephenomenonthatpeoplewanttostayconnectedwiththeirdevice,friends,work,andstudyatalltimes.

答案:對(duì)Buyersaremoresensitivetopricechangesof().

答案:highvalueandfrequentlypurchasedgoodsBrandextensionisconducivetothepromotionofbrandimage.

答案:錯(cuò)Brandequityembodiesitsvaluebyprovidingservicestoconsumersandbusinesses.

答案:錯(cuò)Beforeconductingprimaryresearch,oneshouldfirstexploretheoptionofsecondarydata.

答案:對(duì)Becausefocusgroupprovidesrichinsights,onecanusefocusgroupfindingstomakepredictions.

答案:錯(cuò)Averagefixedcostistheshareoftotalfixedcostdividedby（

）.

答案:productionvolumeAssumingthat,allelsebeingequal,thepriceoftheproductgoesupby1%,theprofitgoesupby1%.

答案:錯(cuò)Anintermediarywhodonotholdstockofgoodsanddonotparticipateinfinancingandrisktakingismostlylikely(）．

答案:AgentAllthepromotionmeansofenterprisescanbedividedintotwocategories,oneispersonalmarketing,th