第一章SWOT分析第二章Maslow需求層次論第三章360度績(jī)效考核第四章STP模型第五章4P模型第六章AIDA模型第七章BCG矩陣第八章五力模型第九章競(jìng)爭(zhēng)策略第十章商務(wù)談判策略第十一章供應(yīng)鏈管理第十二章獵頭服務(wù)第一章SWOT分析1/15單選題(1分)WhousuallyconductsaSWOTAnalysisforabusiness?BanksLawyersEmployeesManagers答案：D2/15單選題(1分)WhichofthefollowingSWOTelementsareinternalfactorsforabusiness?StrengthsandWeaknessesOpportunitiesandThreatsStrengthsandOpportunitiesWeaknessesandThreats答案：A3/15單選題(1分)Whichofthefollowingcouldbeastrengthforabusiness?WeatherAnewinternationalmarketApricethatistoohighThelocationofabusiness答案：C5/15單選題(1分)Whichofthefollowingcouldbeaweaknessforabusiness?AdevelopingmarketCompetitorswithbetterfinancialsupportPoorqualityofgoodsandservicesSpecialmarketingexpertise答案：C6/15單選題(1分)Whichofthefollowingistrueaboutweaknesses?It’sexternalandhelpful.It’sinternalandharmful.It’sexternalandharmful.It’sinternalandhelpful.答案：B7/15單選題(1分)Whichofthefollowingcouldbeanopportunityforabusiness?HavingqualityprocessesandproceduresMovingintonewthrivingmarketsegmentsDamagedreputationAnewcompetitorinitshomemarket答案：B8/15單選題(1分)Anewvocationaltrainingprojectcanbeconsideredasa/an______foranemployee.strengthopportunitythreatweakness答案：B9/15單選題(1分)Whichofthefollowingcouldbeathreatforabusiness?ChangesintechnologyAmarketvacatedbyanincapablecompetitorLocationofthebusinessLackofmarketingexpertise答案：A10/15單選題(1分)______couldbeathreatforSimon,whohasworkedinthecompanyfor30yearsaftergraduatingfromhighschool.AnewpositionthatmatcheshisskillsHispoorcommunicationskillsHislimitededucationalexperienceApossibledownsizingathiscompany答案：D11/15單選題(1分)WhichofthefollowingmayaffectthestrengthsofNestle?Nestleissellingabranchcompanyforabout$3billion.NestleisallowedtokeeptakingwaterfromSouthernCaliforniaforest.SocialactivistsprotestabouttheNestle’sglobalstrategies.InvestorsaredemandingNestletoreduceitsuseofplasticpackaging.答案：A12/15單選題(1分)Nike’spriceishigherthanmostofitscompetitors.WhichofthefollowingmayhelptoimprovetheweaknessesofNike?NikeisreportedbyseveralnewspapersforitssweatshopsinAsia.Therearefiercecompetitionsfromsomepremiumbrands.NikecontinuestosponsorsomefamousAmericanathletes.NikeistocutoutthemiddlemanandstartsellingdirectlyonInternet.答案：D13/15單選題(1分)WhichofthefollowingcanberegardedasanopportunityforFacebook?SeveralcountriesareconsideringunblockingFacebook.SomepeoplemayshareindecentinformationonFacebook.Facebookisavailableinmanylanguages.PeopleworryabouttheirprivacyonFacebook.答案：A14/15單選題(1分)WhichofthefollowingcanberegardedasathreatforApple?AppleisworkingonimprovingitsiOS.Androidenablesmultipleglobalandregionalappstores.ApplewillofferitsnewiPhonesin5coloroptions.Androidispronetothreatslikemalwaresasitssourcecodecanbemanipulated.答案：B15/15單選題(1分)JessicahasjustconductedaSWOTanalysisofherfirm.Whatshouldhernextstepsbe?Makingsurethatstrengthsareoffsetbyweaknessesandopportunitiesandturnedintothreats.Makingsurethatweaknessesareoffsetbyopportunitiesandthreatsareturnedintostrengths.Makingsurethatweaknessesareoffsetbythestrengthsandthreatsareturnedintoopportunities.Makingsurethatopportunitiesareoffsetbythreatsandstrengthsareturnedintoweaknesses.答案：C第二章Maslow需求層次論1/15單選題(1分)AccordingtoMaslow’stheory,theneedsof________arethemostbasicneedsofhumanbeing.self-actualizationbiologyandphysiologyesteemsafety答案：B2/15單選題(1分)Whenallofthephysiologicalneedsaremet,peopletendtobecomeconcernedwith________.socialneedssafetyneedsesteemneedssel-acutalizationneeds答案：B3/15單選題(1分)“Catherineiswellrecognizedbyherpeersforbeingcreativeandhasrecentlybeenpromotedtoahigherposition,andshefeelssatisfiedwithherresponsibilityandrole.”ThisexampleshowsthatCatherinehaswellfulfilledher________needs.socialesteembiologicalandphysiologicalbelongingandlove答案：B4/15單選題(1分)TheorderofMaslow’sHierarchyofNeeds,frombottomtotopis:________.Safety,Esteem,Social,Self-actualization,PhysiologicalPhysiological,Social,Safety,Esteem,Self-ActualizationPhysiological,Safety,Social,Esteem,Self-ActualizationSafety,Physiological,Esteem,Social,Self-actualization答案：C5/15單選題(1分)Whichofthefollowingcanpossiblysatisfytheneedsofsafety,accordingtoMaslow’stheory?Freelunches.Reasonablewages.Retirementbenefits.Travelbonuses.答案：C6/15單選題(1分)Whatshouldacompanydoifitwantstomotivateemployeesbymeetingtheiresteemneeds?Organizeteam-basedprojects.Createcomfortableworkingenvironment.Offertrainingandhigherjobtitles.Buylifeinsuranceforthem.答案：C7/15單選題(1分)WhichofthefollowingstatementsistrueinMaslow’smotivationtheory.Effectiveleadersshouldadapttothechangingneedsindifferentsettings.Theorderofthehierarchyofneedsisnotfixed.Food,shelterandwagesfallintothecategoryofsafetyneeds.Peoplemoveuptoseeksatisfactionatahigherleveleventhebasicneedshavenotmetyet.答案：A8/15單選題(1分)WhichofthefollowingisNOTthesatisfactionofself-actualizationneedsintermsofmanagement?Offerchallengingjobs.Giveself-improvementtraining.Developcareerpotential.Arrangeafter-workget-togethers.答案：D9/15單選題(1分)Oneemployeebecomesdepressedandlonely,andfeelsisolatedfromgroupactivitiesandsocialevents.AccordingtoMaslow,whichcategoryofneedshasnotbeenfulfilled?Esteemneeds.Safetyneeds.Socialneeds.Physiologicalneeds.答案：C10/15單選題(1分)Esteemneeds,displayedatthe________layerfromthebottominMaslow'shierarchy,aretheneedforappreciationandrespect.firstsecondthirdfourth答案：D11/15單選題(1分)AccordingtoMaslow’smotivationtheory,whichoneofthefollowingstatementsistrue?Eventhoughtheneedsatonelevelarenotsatisfied,peoplestillmoveuptoseeksatisfactionatahigherlevel.Eventhoughthephysiologicalneedshavebeenmet,theyarealwaysastrongmotivator.Self-actualizationneedsareoftenmeasuredbytheextentofsuccessandchallengeatwork.Allemployeeneedsarethesameandtheydon’tchangewithtime.答案：C12/15單選題(1分)WhichofthefollowingisNOTthesignificanceofMaslow’smotivationtheoryinbusinessmanagement？Tokeepsubordinatesstronglymotivated.Todirectemployeestowardsorganizationalgoals.Tounderstandthemarketandchangedevelopingstrategies.Toimproveproductivityandjobsatisfaction.答案：C13/15單選題(1分)Companyactivitieslikecompetitions,mentoring,brainstormingsessions,after-workget-togethersandevenofficedinnerscanhelptodevelopemployees’senseof________.esteemsafetyloveandbelongingself-actualization答案：C14/15單選題(1分)WhichofthefollowingpracticesmayNOTreallysatisfytheneedofesteem?ObtainingacovetedpromotionReceivingprizesandawardsHavingregularbreaksandrestsAchievingacademicaccomplishments答案：C15/15單選題(1分)“Myaimisself-knowledgeandenlightenment.Themostimportantthingtomeisrealisingmyultimatepersonalpotential.Iseekandwelcome‘peak’experiences.”Fromthisstatement,weseethatthespeaker’s________needshavebeenhis/herdominantmotivation.self-actualizationphysiologicalsocialesteem答案：A第三章360度績(jī)效考核1/15單選題(1分)Whoisthetargetedemployeeof360-degreeperformanceappraisal?Receptionist.Type-writer.Secretary.Salesmanager答案：D2/15單選題(1分)Thefollowingstatementisanexampleofselfappraisal,“Itryandmaintaingreatclientrelationsthrougheffectivecommunicationtechniqueswhichisoneofmycorestrengthsaswell.”Whichqualitydoesitaddress?Communication.Creativity.Teamworkspirit.Goal-setting.答案：A3/15單選題(1分)Whichofthefollowingstatementisthesuperiorappraisal?Istrivetoaddcreativitytoallmyprojects,sothatIcanmakethemmoreinterestingandaccomplishtheworkontimewithenthusiasm.Dannyisregularatworkwithagreatattendancetrackrecord.Dannyalwaystriesandmaintainsacoolandneutralmannerduringchallengingtimes,andattemptstomotivateustokeepupourlevelofenthusiasmduringsuchtimes.Dannydefines,delegates,anddirectsworkinaflexiblemanner.答案：D4/15單選題(1分)Subordinateevaluationsoftheirsupervisorsareoftenperceivedasmoreaccuratethantypicalmanagerassessmentsofsupervisorperformance.Whichofthefollowingisthepossiblereason?Becausethenumberofemployeesislargerthanbosses.Becauseemployeesknowstheratingmethodbetter.Becauseemployeesaremoreinvolvedindailyinteractionwiththeirsupervisorthanisthesupervisor'smanager.Becauseemployeeshavemoretimethantheirbosses.答案：C5/15單選題(1分)Whichofthefollowingistheadvantageofpeerappraisal?Itmaynegativelyaffectworkingrelationships.Theresultsmaybeartificiallyinflated.Employeesmaybereluctanttomakejudgmentregardingtheirpeers.Itcanincreasetheaccuracyofperformanceratings.答案：D6/15單選題(1分)Whichofthefollowingisthepurposeof360-degreeperformanceappraisal?Toevaluatestaffperformance.Toreachdecisionwhethertheemployshouldbepromotedornot.Toestablishtrainingplan.Alloftheabove.答案：D7/15單選題(1分)Whichstatementistrueabout360-degreeperformanceappraisal?Itisusedonlyasanadministrativetool.Itisusedonlyasadevelopmenttool.Itisusefulasafeedbackforbothdevelopmentalandadministrativepurposes.Itisneitheranadministrativetoolnoradevelopmentaltool.答案：C8/15單選題(1分)_______istheprocessofusingmultiplesourcesofappraisaltogainacomprehensiveperspectiveonone’sperformance.PeerappraisalSuperiorappraisalSubordinateappraisal360-degreeperformanceappraisal答案：D9/15單選題(1分)Whichofthefollowingmethodisoftenusedin360-degreeperformanceappraisal?Telephoneinterview.Groupdiscussion.Ratingscale.Presentation.答案：C10/15單選題(1分)Whichisthemostimportantcomponentin360-degreeperformanceappraisal?PeerappraisalSuperiorappraisalSubordinateappraisalAlloftheabove答案：D11/15單選題(1分)_______isanimportantpartofthePerformanceappraisalprocesswheretheemployeesthemselvesgivethefeedbackortheirviewsandpointsregardingtheirperformance.Clientappraisal.Subordinateappraisal.Peerappraisal.Selfappraisal.答案：D12/15單選題(1分)________formsthetraditionalpartofthe360degreeappraisalwheretheemployees’responsibilitiesandactualperformanceisratedbytheimmediatehigherlevelsupervisor.SelfappraisalSubordinateappraisalSuperiorappraisalPeerappraisal答案：C13/15單選題(1分)Thesubordinateappraisalisanevaluationtoolwherebyemployeesassesstheperformanceof______.themselvespeerssubordinatessupervisors答案：D14/15單選題(1分)_____appraisalisatypeofperformanceevaluationthatisdonebyoneormorepeopleofmatchingcompetencies.Itisusuallydoneamongthemembersofthesameteam.Thisisamethodemployedtopreservethequalitystandardatadesiredlevel.SelfPeerSuperiorSubordinate答案：B15/15單選題(1分)Whichofthefollowingisadvantageof360-degreeperformanceappraisal?Itisbothtime-consumingandwouldcostalargesumofmoney.Itprovidesdetailedinformationonanemployee’sperformance.Itisdifficulttofigureouttheresults.Itarousessuspicionwithinanorganization.答案：B第四章STP模型1/15單選題(1分)WhichofthefollowingisNOTthegoaloftheS-T-Pprocess?Toevaluatehoweffectiveanorganization’smarketingmixis.Tohelptheorganizationdevelopanappropriatemarketingmix.Toenabletheorganizationtomakeimportantmarketingdecisionsconcerningwheretheyshouldcompete.Toguidetheorganizationtotheimplementationofanappropriatemarketingmix.答案：A2/15單選題(1分)WhichstatementisNOTtrueaboutthebenefitsoftheS-T-Pprocess?TheS-T-Pprocesshelpsacompanymatchitsproductswithitscustomers.TheS-T-Pprocesshelpsmarketersarrangetheimportanceofdifferentoffersfromacompany.TheS-T-Pprocessguidesmarketerstodevelopanddeliverpersonalizedandrelevantmessagestodifferentaudiences.TheS-T-Pprocessguidesacompanytodivideitscustomersintosmallgroups.答案：D3/15單選題(1分)Whichofthefollowingapproachbelongstomarketsegmentation?Psychologicalapproach.Physicalapproach.Linguisticapproach.Behavioralapproach.答案：D4/15單選題(1分)Acompanyusuallydividesamarketintosmallgroupsofconsumersbasedon_______.therequirementofconsumershowvaluablethemarketissharedcharacteristicstheneedofthecompany答案：C5/15單選題(1分)With_______,marketersmayhaveagreaterunderstandingofthemarketplaceastheygainknowledgeofdifferingconsumerneedswithinthesamemarket.marketselectionmarketsegmentationmarkettargetingproductpositioning答案：B6/15單選題(1分)_______isthesecondstepintheS-T-Pprocess.PositioningTargetingAdvertisingSegmentation答案：B7/15單選題(1分)Inordertoselecttargetmarkets,acompanyneedsto_______.enterthemostprofitablemarketsegmentassesstheattractivenessofdifferentsegmentsfocusthecompany’smarketingoffersonrelatedconsumersdevelopappropriatemarketingstrategyandgoals答案：B8/15單選題(1分)Positioningisabouthowacompanywantsitsproducttobe_______bythetargetmarketagainstmaincompetitors.boughtselectedthoughtofassessed答案：C9/15單選題(1分)Thegoalofpositioningistocreateaclearandpositiveimageabout_______.whataproductisabouthowaproductcompetesagainstcompetitorswhereconsumerscangetaproductwhenaproductwillreachthemarket答案：A10/15單選題(1分)Ifacompanypositionsaproductbyuseorapplication,thecompanywould_______initsmarketingactivities.focusontheproductsbestfeaturesindicatethattheproductwouldcontributetotheuser’ssocialidentityemphasizethattheproductrepresentssignificantvaluehighlighthowtheproductisusedtoshowthatitisthebestsolutionforthetask答案：D11/15單選題(1分)TheSwisswristwatchcompany,Swatch,dividedthemarketaccordingtopricesensitivityandtheproductbenefitconsumersseek.Thisisa_______approachtomarketsegmentation.geographicaldemographicpsychographicbehavioral答案：D12/15單選題(1分)WhichofthefollowingisNOTthegoaloftheS-T-Pprocess?Tohelpacompanydecidewhatfeaturesitsproductisgoingtohave.Tohelpacompanydevelopstrategiestosatisfyasmanyconsumersaspossible.Tohelpacompanyidentifywhereitcansellitsproducts.Tohelpacompanychooseanimageofitsproductitwantstopresenttothemarket.答案：B13/15單選題(1分)AWeChatMomentsadispushedtoparticulargroupsofpeople.Thisreflectsthatthesepeopleare_______.targetedassessedpositionedsegmented答案：A14/15單選題(1分)Inordertoselectamarketsegmenttoenter,abusinessmayNOTconsider_______.thepopulationofeachsegmentconsumerincomeineachsegmentattractiveproductfeaturesforeachsegmentcompetitorresourcesineachsegment答案：C15/15單選題(1分)Targetingatconsumerswithhigherincome,asunglassesmanufacturermaypositionitsproductsas_______.long-lastinggoodvalueformoneyaluxurystatussymbolyoung-looking答案：C第五章4P模型1/15單選題(1分)The4Psmodelisaflexibleconcept,sowhenplanningmarketingactivities,marketerscan_______.monitorthefourelementsfromtimetotimefocusmoreorlessononeelementpayattentiontocustomerneedsconsiderhowthefourelementsworktogether答案：B2/15單選題(1分)Todifferentiateaproductinthemarket,acompanyneedsto_______.promoteitsuniquesellingpropositionemphasizeitsbrandworkonitsactualandaugmentedbenefitsimproveitsquality答案：C3/15單選題(1分)Tobuildupsalesandmarketshare,acompanymayuse_______.penetrationpricingstrategypsychologicalpricingstrategyskimmingpricingstrategyvalues-basedpricingstrategy答案：A4/15單選題(1分)Promotionalactivitiesthataimtodifferentiateproductwouldfocuson_______.informingconsumersoftheexistenceoftheproductbuildingbrandawarenessintroducinguniquefeaturesandbenefitsstrengtheningthebrand答案：C5/15單選題(1分)Auniquesellingpropositionisafeatureofaproductthat______.attractsconsumersinthemarketishighlightedinadvertisementssatisfiescustomerneedsmakesitdifferentfromothersimilarproducts答案：D6/15單選題(1分)Duringtheprocessofdevelopingamarketingmix,marketersneedtotesttheoverallofferafterdraftingitby_______.changingsomeelementsconstantlyraisingquestionsconcerningthe4Psansweringquestionsconcerningthe4Psaskingcustomerfocusedquestions答案：D7/15單選題(1分)Inthepricingprocess,inordertounderstandenvironmentalfactors,acompanyneedsto_______.predictthepossibleactionsitscompetitorswilltakeandtheireffectscalculatefixedandvariablecostsofitsproductsadoptafixedmethodologyestimatethedemandfromconsumers答案：A8/15單選題(1分)WhichofthefollowingisNOTincludedinapromotionalmix?SponsorshipAdvertisingCommunicationPersonalselling答案：C9/15單選題(1分)Acompanyprovidesitsproducttocustomerswithandwithoutintermediaries.Thiskindofdistributionchanneliscalled_______.directdistributiondualdistributionintensivedistributionindirectdistribution答案：B10/15單選題(1分)Whichofthefollowingiscorrectaboutdistributors?Theypurchasegoodsfromdifferentproducersinbulkandstoretheminwarehouses.Theycarryproductsfromasinglebrandorcompany.Theyrepresenttheproducertotheuserandmakemoneyfromcommissions.Theystockgoodsboughtfromotherintermediariesandthensellthemtotheultimateenduser答案：B11/15單選題(1分)Tomakesurethataproductcanbewidelyavailablewhilemanagingcost,companiesusuallyuse_____tosellhouseholdappliances.directchannelsselectivedistributionindirectchannelsexclusivedistribution答案：B12/15單選題(1分)Starbucksallowsitscustomerstobuildtheirowncoffeerecipe.Thisisoneofthe_______ofitsproducts.corebenefitsactualbenefitsaugmentedbenefitstangiblebenefits答案：B13/15單選題(1分)Adresspricedat$99dollarsisanexampleof________.value-basedpricingcost-pluspricingpsychologicalpricingcompetitive-basedpricing答案：C14/15單選題(1分)Saleactivitieslike“buytwogetextra10%off”aimto_______.stimulateconsumerdemandbuildawarenessinthemarketdifferentiatetheproductreinforcethebrand答案：A15/15單選題(1分)AmazonChinausedtocontrolmuchofitsowninventoryandbuilditsowndeliveryinfrastructure,whichmadeithardforittobringdownthepriceofitsproducts.Thisisaprobleminthe_______ductpriceplacepromotion答案：C第六章AIDA模型1/15單選題(1分)AccordingtotheAIDAmodel,______.marketingmessagesneedtomotivatecustomerstobuythenumberofprospectivecustomersincreasesstepbystepsomecustomerswouldjumpoversomestepstomakeapurchasemarketingeffortsshouldbetailoredfordifferentstagesinthecustomerjourney答案：D2/15單選題(1分)Tomaintaincustomerinterest,marketingmessagesneedto______.introducethedetailedfeaturesofaproductgivecustomershands-onexperienceaboutaproductprovideentertainingcontentaboutaproductdeliverthemostimportantbenefitsofaproduct答案：D3/15單選題(1分)ApplyingtheAIDAmodelintheplanningofmarketingactivitiesisabout_______.decidingonthetimetoputouttheseactivitiesmappingoutthethoughtsofconsumerscreatingamarketingsequenceselectingastagetofocustheseactivitieson答案：C4/15單選題(1分)_______isthefirststepintheAIDAbuyer’sjourney.AttentionActionAutonomyAvailability答案：A5/15單選題(1分)WhichofthefollowingisNOTwhatmarketersattheattentionstageshouldfocuson?InformingcustomersthatthecompanyexistsRaisingcustomerawarenessoftheproductMotivatingcustomerstobuyLettingcustomersknowthattheyneedaproduct答案：C6/15單選題(1分)Helpingconsumersdevelopinterestisabout_______.Invitingconsumerstousetheirownresourcestolookintotheoffergivingconsumersreasonstowanttoresearchfurtherintothecompany’sofferlettingconsumersknowabouttheproductencouragingconsumerstoowntheproduct答案：B7/15單選題(1分)Marketingactivitiesatthedesirestageaimto_______.drivecustomerstodevelopawillingnessandtendencytobuytheproductpersuadecustomerstoactuallybuytheproductaskcustomerstonoticeparticularfeaturesoftheproductletcustomersfeelthattheyliketheproduct答案：A8/15單選題(1分)WhichofthefollowingisNOTawaytostimulatecustomerdesireforaproduct?Persuadingcustomersthattheproductwouldaffectthempositively.Givingcustomersreassuranceabouttheeffectivenessoftheproduct.Tellingcustomersthattheproductcouldsolvetheirproblems.Answeringpossibleobjectionsfromcustomers.答案：B9/15單選題(1分)Whichisofthefollowingisfalseabouttestimonials?Testimonialsarestatementsthatrecommendaproductasworthyanddesirable.Testimonialscangivecustomersreassurance.Testimonialscanbewrittenorspoken.Testimonialsareinsideropinions.答案：D10/15單選題(1分)Acalltoactionisaninstructiontotheaudienceto_______.demonstratethefeaturesofaproductpromptanimmediateresponsegetanofferencouragethemtobuyaproduct答案：B11/15單選題(1分)OfferssuchasAppleMusic’sthreemonthsfreetrailareusuallyusedto________.letconsumersfeelan‘urgency’inbuyinghelpcustomersidentifythedecidingfactortobuyinviteconsumerstotakeactiongivecustomersreassurance答案：C12/15單選題(1分)Whichofthefollowingquestionscanbeaskedwhenworkingonthedesirestep?Howtomakeanemotionalconnectionwiththecustomer?Whatarethecallstoaction?Howtomakebuyersknowtheproduct?Whatfundamentalquestionscustomersmayhave?答案：A13/15單選題(1分)MonthspriortothelaunchofHuawei’sP30seriesmobilephones,marketerscreatedtopicsonsocialmediaaboutthenewphonesandthecomingreleaseevents.Thesemarketingeffortsaremadeto_______.raisecustomerattentionattractcustomerintereststimulatecustomerdesireurgecustomeraction答案：A14/15單選題(1分)Phraseslike“visitourstoretoday”and“callnow”areexamplesof_______.testimonialscallstoactionlimited-timeoffersadvertisements答案：B15/15單選題(1分)Togivecustomershands-onexperiencewithaproductsuchasyogurt,marketerscan_______.handoutleafletstocustomersinvitecustomerstodiscusstheproductonsocialmediaaskcustomerstosharetheirownexperienceinvitecustomerstotryouttheproductintheshoppingmall答案：D第七章BCG矩陣1/15單選題(1分)TwodimensionsintheBCGMatrixreveallikely_________ofthebusinessportfoliointermsofcashneededtosupportthatunitandcashgeneratedbyit.presentationinterestsprofitabilityinvestment答案：C