注：不含主觀題第1題單選題(1分)Theageinwhichwelivenowisdifferentfrom_____，anditisalsodifferentfrom______,buttheeraof_______。（1）

MobileInternetera（2）thePCInternetera（3）IndustrialeconomyA（1）（2）（3）B（3）（2）（1）C（1）（3）（2）第2題多選題(2分)

Marketingiseverywhere,includingspecifically___________。A

Nationalmarketing.BEnterprisemarketingCPersonalmarketing

正確答案：ABC第3題多選題(2分)Marketingisactuallyavaluecreationsystem,including__________severalsub-systemsofcare.AValuediscovery.BValuecreationCThevalueofcommunicationDValuedeliveryEValuemaintenance正確答案：ABCDE第4題多選題(2分)2013isthefirstyearof______A

InternetfinanceBThefirstyearofblockchainCThefirstyearofInternetthinkingDThefirstyearofmobileInternet正確答案：AC第5題多選題(2分)TheInternetisnotthe____oftheindustrialeconomyera,butthethorough____oftheentiremodeofthinkingoftheindustrialeconomy.ThisistosaythattheInterneterashouldhave_____。AExtensionBDeconstructionC

Internetthinking正確答案：ABC第6題單選題(1分)ThemanagementDruckersaid,"thereisonlyonepurposeofbusiness,andthatistohaveacorrectandvaliddefinition.Thedefinitionis_________AShareholderbenefitmaximizationBProfitmaximizationCMaximizingemployeevalueDMaximizecustomer/customervaluemaximizeemployeevalue第7題單選題(1分)

WhatisthesymboliceventofthefirstyearofInternetfinance?ATenpayBAlipayCYu'ebaoDBaiduwallet第8題單選題(1分)WhenisthefirstyearofChina'sIP?A2014

B2015C2016D2017第9題單選題(1分)Zhangruiminsaid:"thereisnosuccessfulenterprise,onlytheenterpriseofTheTimes."Fromthat,wecanseethatnokiaactuallylostto__________。A

Competitors

BEraCTechnologyDBusiness第10題單選題(1分)Thetuyeretheory,alsoknownastheflyingpigtheory,____wasfirstproposedAJackmaBPonyMaC

RobinLiDLeijun第11題單選題(1分)Cloudsinthecloudeconomyeraincludepublicclouds,privatecloudsandhybridclouds,_______areadoptedbymostenterprises.APubliccloudsBPrivatecloudsChybridclouds

Exercises2第1題單選題(1分)Thelandmarkeventofthearrivalofe-commerceerais________。AAlibabafoundedbyjackmaBbezosfoundedAmazonCSuningCommerceGroupfoundedbyzhangjindongDpinduoduofoundedbyhuangzheng第2題單選題(1分)Inanerawheneveryonewillbea"wemedia",______participatesintheprocessofbrandcommunicationtocreatevalue.AThefansBenterprise第3題單選題(1分)PonyMasaysthatwhattencenthasdoneis_____。AinterconnectedB

connectCinteractionDnetworking第4題單選題(1分)ThedevelopmentoftheInternetmakespeoplefrom_____to_____.Amaterial-centereduman-orientedBuman-orientedmaterial-centered第5題單選題(1分)Theessenceofthesharingeconomyisthatvaluecanbecreatedthrough_____thataddnoadditionalresources.ArestructuringB

remixingCrefactoring第6題多選題(2分)Jackmasaidthatmanypeoplelosetheirwholelivesintheiropinionsonnewthings,includingthosewith_____。AinvisibleBlookdownuponCdon'tunderstandDtoolate正確答案：ABCD第7題多選題(2分)TheconceptoftheuserinthemobileInterneteraisdifferentfromthatofthetraditionalcustomer,whichishighlightedin_____.A

theuserBcustomerfirstCUserviscosityD

usertraffic正確答案：AC第8題多選題(2分)Pricesettingintheplatformecosystemismorecomplexthantraditionalpricingbecausetherearemanystakeholdersintheplatformanditcanbedividedintoapproximatelytwocategories______and_______AthepayingpartyBneutralitysideCpartyfreeofcharge正確答案：AC第9題多選題(2分)Alilogisticsnewbirdnetworkisapowerfulinformationsystemwiththeintegrationofthethreenetworkswhichis______.A

skynetBgroundnetworkCMaterialnetDhumannetwork正確答案：ABD第10題多選題(2分)ThemobileInternetistheeraofconnectingeverything.ThelatestdevelopmentistheInternetofthingsandtheInternetofeverything.WhataretheirEnglishabbreviations？AIoTBIoECITDVR正確答案：AB第11題多選題(2分)ThethreefeaturesoftheInternetare___、___、and___.A

decentralizationBdelayeringCself-organizationDother-organization正確答案：ABC第12題多選題(2分)ThereasonwhypeoplechoosetousetraditionalfinanceorInternetfinanceistotake______and_______intoconsideration.AapplicabilityBsecurityCconvenienceD

economy正確答案：BC第13題多選題(2分)LihaijianpointedoutthattherearethreelevelsofInternetthinkingfor______、_______and________.AInternetgeneBthespiritoftheInternetCInternetconceptDInterneteconomy正確答案：BCDExercises3第1題單選題(1分)WiththedevelopmentoftheInternet,theforcesof_____whoareneglectedinthetraditionalwaysofvaluecreationexertgreatpowerthroughtheaggregationoftheInternet.A

hotstyleBthelongtail第2題單選題(1分)Users'_____andexceedingexpectationsisanimportantreasonforthesuccessofxiaomi.AsenseofparticipationB

senseofpresenceCsenseofbalance第3題單選題(1分)HowdoyouunderstandthesimplicityofInternetthinking?AsimplicityissimplicityB

simplicityisextremelycomplex第4題單選題(1分)Disruptiveinnovationmeans_____。AinnovationfromzerotooneB

Innovationfrom1toN第5題單選題(1分)TheprobabilityofstartingabusinessintheInterneteraissmaller,andmanynewenterprisesdiebeforetheyreachthe_______.A

criticalpointBatippingpointCaturningpoint第6題單選題(1分)ThebiggestchangetheInternethasbroughtisthe______changewhichfromopaquetoincreasinglytransparent.AcommunicationBinformationCScienceandtechnologyDconvenient第7題單選題(1分)Attheheartof《Theworldisflat》istheideathattheInternethasmadetheentireworldmoreandmore___,alotof_____appear.A

flat、flatteningorganizationBflatteningorganization、

flat第8題多選題(2分)ThechangesbroughtaboutbytheInternetshallinclude_________A

disintermediation(disintermediation)BdecentrationC

transboundaryDthechangeofinformation正確答案：ABC第9題多選題(2分)IntheeraofmobileInternet,personalizedmasscustomizationhasbecomeanimportantwaytocreatevalue,because________excavatepeople'spersonalizedneeds.ABigDataBCloudComputingCArtificialIntelligence（AI）D

BlockChainEEdgeComputing正確答案：AB第10題多選題(2分)ChangesofHaierinclude__________AEnterpriseplatformBEmployeemakerizationCUserpersonalizationDproductionintelligence正確答案：ABC第11題多選題(2分)TheIOE(InternetOfEverything)actuallymeanstoconnect_____together.ApeopleBpeopleandthingsCthingstothings正確答案：ABCExercises4第1題單選題(1分)Thedifferencebetweenthebigdataeraandthesmalldataeraisthatthelatterstressesputtingout_______whiletheformerjustneedstoknowtheresult.A

CausalrelationshipBcorrelativity第2題多選題(2分)Thetraditionalproducer-centeredconceptofmarketingis______AproductionconceptBproductconceptCsellingideasD

marketingconceptsE

Socialmarketingconcepts正確答案：ABC第3題多選題(2分)The7Ptheoryofservicemarketingisonthebasisofproduct,price,promotionanddistributionadd______.APhysicalEnvironmentBPeopleCProcessDpsychologicalfactor

正確答案：ABC第4題多選題(2分)ThetraditionalmarketingmixtheoryincludesthetheoryofPseries,whichspecificallyincludes______.A4PB6PC10PD7P正確答案：ABCD第5題多選題(2分)Themarketingstrategyof4Cisconsumer-centered,andthe4Cis_______.AConsumer'sNeedsBcustomerCost

CConvenienceDCommunicationE

Community正確答案：ABCD第6題單選題(1分)Thetraditionalmarketingconcepthastheideaof____givingconsiderationtotheinterestsofproducers,consumersandthesocietyasawhole.AproductionconceptBproductconceptCsellingideasDmarketingconceptsESocialmarketingconcepts正確答案：E第7題單選題(1分)Thetraditionalproductionstrategyemphasizesthe________oftheproducts,whilethoseintheInterneteconomywillputmoreemphasisontheproduction’________.AFunctionalvalue、

experiencevalueBExperiencevalue、functionvalueCEmotionalvalue、experientialvalueExercises5第1題單選題(1分)Thedifferencebetweentheredseastrategyandtheblueoceanstrategyisthattheblueoceanstrategyisrealizedthrough______.A

homogeneityBdifferentiation第2題單選題(1分)IntheeraofmobileInternet,valuecreationmeansthatproducersandconsumersjointlycreatevalue.Sohowtotranslate”產(chǎn)消合一”?AcombinationofproductionandmarketingB.Combinationofproductionandconsumption第3題單選題(1分)ThemethodofvaluecreationintheeraofmobileInternetis____.A

scopeeconomyBeconomiesofscaleCEconomiesofscale+economiesofscope第4題多選題(2分)Thestepsoftheso-calledblueoceanstrategyare________.AtodosomethingBdosomethingCdomoreDdoless正確答案：ABCD第5題多選題(2分)Thevaluediscoveryshallcontain_______.AFocusonexplicitvaluesBfocusonhiddenvaluesCFocusonstakeholders正確答案：ABC第6題多選題(2分)Thetraditionalvaluecreationwillbedetermined______(bythelaw),whilethevaluecreationinthenewerawillbedetermined_______(bythelaw).ATwo-EightLawBthefivepercentruleCOnepercentruleDTenpercentrule正確答案：AB第7題多選題(2分)Whatarethemaincategoriesofcommercialcanvas?AcooperativepartnerBcustomerrelationsCcoststructureDRevenueStreams正確答案：ABCD第8題多選題(2分)Whatarethecriteriaforevaluatingabusinessmodel?A

InterlockingBComplementaritiesCEfficiencyDNovelty正確答案：ABCDExercises6第1題多選題(2分)ThecharacteristicsofvaluecreationintheeraofmobileInternetare______A

producersandconsumerscreatevaluetogetherB

valuecreationCProsumer(producerandConsumer)正確答案：ABC第2題多選題(2分)

Intheneweconomicera,thewaysofvaluecreationhavechangedfromtheformer______tothepresent______.AoriginalvalueBCreatevalueCCommonvaluesDSharedvalue正確答案：AB第3題多選題(2分)Thevaluecreatedbyenterprisescanbebroadlydividedintoseveralcategorieswhichare______.AeconomicvalueBthevalueofpeopleCsocialvalues正確答案：ABCExercises7第1題單選題(1分)Whatarethefeaturesofthevaluenetwork?AcoststructureB

performanceattributesC

organizationalcapabilitiesDalloftheabove第2題多選題(2分)

WhichofthefollowingarethethreeInternetgiantsinChina?ABaiduBAlibabaC

JD.comDTencent正確答案：ABDExercises8第1題單選題(1分)WhataresomeofthecurrentnewfeaturesofvaluecreationinthemobileInternetera?AfreeeconomyBthelongtaileconomyCTheendpipecloudcollaboratestocreatevalueDalloftheabove第2題單選題(1分)Whatisthetheoreticalbasisofthelongtaileconomy?AscarcityeconomicsB

TheEconomicsOfAbundance第3題單選題(1分)Whatexperiencescantheproductbringtoconsumersinapopularsense?AlovingB

interestingCusefulDalloftheabove第4題多選題(2分)Theindustrialeconomyerastressedis____，andthenetworkeconomyerastressedis____.AeconomiesofscaleB

thelongtaileconomy正確答案：AB第5題多選題(2分)Whatarethecurrentterminals?AwebreaderBIndustrialterminalCSmarthometerminalDmediaterminal正確答案：ABCDExercises9第1題單選題(1分)Experientialmarketingisamarketingmethodthatredefinesanddesignsawayofthinkingthroughthe______.A

perceptualfactorsBrationalfactorsCalloftheabove第2題單選題(1分)Accordingtothedivisionof"exogenousorendogenousvalue"and"self-orientedandother-orientedvalue",whatcancustomervaluebedividedinto?AfunctionalvalueB

SymbolicvalueC

experiencevalueDalloftheabove第3題多選題(2分)Whichcategoriescanbedividedintointheupgradingandtransformationpathofbusinessmodel?A

discovernewvaluesBExpandthemarketCincreasedactivityD

Enhanceprofitability正確答案：ABCD第4題多選題(2分)Whatarethecustomervalues?APurchasevalueBWordofmouthvalueCTransactionvalueDknowledgevalue正確答案：ABCD第5題單選題(1分)

Whatarethepropertiesofthegoodsinthefinalexperiencevalue?AFunctionalvalueBSymbolicvalueCAlloftheabove第6題多選題(2分)Yuyongfu,chairmanandCEOofucweb,thinksthatitisworthtryingtocrosstheboundarytomeetthedirectionof"threesuffiances"orthemarket.Whichthree?A

BigenoughBSlowenoughC

ThickenoughDFastenough正確答案：ABC第7題單選題(1分)

Inreallife,whichofthefollowingisincludedinthefreemode?ADirectcross-subsidyBThird-partymarketC

FreepluschargeDAlloftheabove第8題單選題(1分)Theexistenceof_______makesthewholesocietybecomeabigstageofcross-subsidization.A

PaymenteconomyBFreeeconomyCExperienceeconomy第9題單選題(1分)Whatarethethreeprinciplesofexperientialmarketing?AConciseB

AffinityC

EasyinteractionDAlloftheabove第10題單選題(1分)InthenewmobileInternetera,differentfromtheoriginalpaymenteconomy,theexistenceofalargenumberof______andbecomeanewwayofmobileInternetvaluecreation.AThelongtaileconomyBTreeeconomyCFloweconomyDIPeconomicExercises10第1題單選題(1分)Whatarethekeyfactorstograspsocialdividend?AinformationBrelationshipbetweenchainsCtheinteractionDalloftheabove第2題多選題(2分)Whichofthefollowingaretherulesofoperation?AsimpleandfunBtransparentandfreeCCashableandaccumulative正確答案：ABC第3題多選題(2分)Whataretheeffectsofinteraction?AusermotivationBaccumulationoftrustCreciprocalbehaviorDdiffusionandamplification正確答案：ABCD第4題多選題(2分)Whichwayisthesocialdividendgenerallypresented?AUsersandtrafficBspeedofdevelopmentCUseracquisitioncostDentertheuser'sfieldofvisionEUserviscosity正確答案：ABCDE第5題單選題(1分)WhatistheessenceofmarketingintheInternetera?AfreeeconomyBlightingupthecommunityCActivationoftheindividualDActivatetheorganization第6題單選題(1分)WhatisthelogicbehindbusinessmodelinnovationintheInternetera?AsocialplatformBfaneconomyClivevideostreamingbywebcelebrity第7題單選題(1分)Whatisthefirstyearofcommunity?A2014B2015C2016第8題單選題(1分)Whatisthecoreofthecommunity?Aemotionalend-resultBvaluerecognitionCalloftheabove第9題單選題(1分)Whatarethecharacteristicsoffaneconomy?ACentralizeddriveBdisorganizedCmulti-pointblindbargainingDalloftheabove第10題單選題(1分)Whatarethecharacteristicsofcommunityeconomy?ADecentralizeddriveBOrganizationhasformCmany-to-manymatchingpremiumrationalityD

alloftheabove第11題單選題(1分)Whatstrategiesmustbusinessesmasterinordertoquicklywinsocialdividendsforthemselvesandbecomebigwinnersintheeraofsocialdividends?A

faneconomy,longtaileconomyB

BoutiquestrategyandrelationshipallianceCInterestsharingandpublicparticipationD

alloftheaboveExercises11第1題多選題(2分)Thevaluecreatorsinthelazyeconomyarethelazypeople.Because______A

CreatemarketopportunitiesBpromotingeconomicdevelopmentCpromotescientificandtechnologicalprogressDImpedingsocialprogress正確答案：ABC第2題單選題(1分)WeChatmarketingbelongsto____AstrongrelationshipmarketingBstrongrelationshipmarketing第3題單選題(1分)_____lettheoriginalcommunicationintheaudienceintoanewsourceofinformationInotherwords,everyonebecomesthecenter,whichweakensthe"informationcenter"inthetraditionalinformationtransmissionpyramid,andmakesthe"audience"intheoriginalcommunicationbecomethenewinformationsourceandeveryonebecomesthecenter.ADe-channelization/disintermediation/de-intermediationBJustintermsofboundariesCdecentralization第4題多選題(2分)_____belongstopersonalizedmasscustomizationAC2BBC2MCC2FDO2O正確答案：ABC第5題多選題(2分)

Aftertheoffline

experience,theonlinepurchasewillbecarriedout.Thereisnoneedto_______atall,andthetransactionwillbepromoteddirectlybetweenthesupplyanddemandparties.AintermediatelinksBchannelbusinessC

Manufacturers

正確答案：ABExercises12第1題多選題(2分)Accordingtothetraditionalconsumerbehaviortheory,whatstagesdomostpurchasingbehaviorsgothrough?AgetattentionBgenerateinterestCarousedesireDdeepenyourmemoryEcatalyzeaction正確答案：ABCDE第2題多選題(2分)Whichdimensionsofinteractivemarketingareanalyzedingeneral?AtheaudienceBtospreadCbrandDplatform正確答案：ABCD第3題多選題(2分)Whatarethecharacteristicsofinteractivemarketingcomparedwithexperiencemarketingandcreativenetworkmarketing?AHighreturnBHighefficiencyCshortcycleDlowcost正確答案：ABCD第4題多選題(2分)Whatarethebasicelementsofinteractivemarketing?ATheconvenienceofparticipatingininteractivemarketingBInteractivemarketinghascertainbenefitsforvisitorsCvisitorshaveabetteruserexperience正確答案：ABC第5題多選題(2分)"WEB1.0era,WEB2.0eraandWEB3.0eraare_____,_____,_____era.Ainformationcommunicationera(peoplepassivelyreceiveinformation)BtheeraofactivesearchCtheageofsocialmedia(interactivity)DtheInternetofeverythingEIOTera正確答案：ABC第6題單選題(1分)Precisionmarketingisactuallyaservicesystemofcustomercommunicationbasedonaccuratepositioningandmoderninformationtechnology,thusachievingameasurableandlow-costexpansionofanenterprise.ApopularizationBpersonalized第7題單選題(1分)Precisionmarketingisactuallymakingfulluseofvarious______topushthemarketinginformationtomoreaccurateusers,soastosavethemarketingcostandmaximizethemarketingeffect.AtraditionalmediaBthenewmedia第8題單選題(1分)Whatarethecomponentsofinteractivemarketing?Atargetcustomeraccuratepositioning,completecustomerinformationdataBPromotecustomers'repeatedpurchaseandeffectivelysupportrelatedsalesC

Establishlong-termcustomerloyaltyandmaximizecustomerbenefitsDalloftheaboveExercises13第1題單選題(1分)Searchenginemarketingistheabbreviationof______.ASearchEngine

optimizationBSearchEngine

Marketing第2題單選題(1分)ThepricingmethodofGoogleAdWordsadvertisementwillbecalculatedbyCPC.WhatthemeaningoftheCPC?ATheadvertiserwillnotpayfortheadvertisementuntilitisclickedbytheuserBTheadvertiserpaysfortheadvertisementonceitisviewedbytheuser第3題多選題(2分)Thepaymentmethodofsearchenginemarketinghas______。Achargingbythenumberofclicks(PPC,pay-per-click)BChargePerthousandpeople(CPM,CostPerMillion)CChargeaccordingtofixedproportionorkeywordheatDbiddingranking正確答案：ABCD第4題多選題(2分)Thecharacteristicsofmobilesearchenginemarketingcomparedwithtraditionalsearchenginemarketingliein_____AconvenienceBlowcostCaccurateDhigherresponsiveness正確答案：ABCD第5題多選題(2分)SCRMcontains___________。AsocialmediamarketingBSocialenterprisecollaboration正確答案：ABExercises14第1題多選題(2分)Theonlinemarketingplatformshallincludethefollowingcontents,including___________AsearchmarketingBbiddingmarketingCkeywordmarketingDdatabasemarketing正確答案：ABCD第2題多選題(2分)TheformofInternetmarketingshallinclude__________AsearchenginepromotionBE-mailpromotionC

onlineadvertisingDLinkexchange/ADexchange正確答案：ABCD第3題多選題(2分)WhattypesofAPPclientswithlargeuserbaseandgooduserexperiencearegenerallyincluded:______ALocalserviceAPPBFinancialAPPCReadingAPPDgameAPPEOnlineshoppingAPP正確答案：ABCDE第4題多選題(2分)Thegroupincludes______AJoinworldBcrowedinnovationCcrowdsupportDcrowdfundingEcrowdsourcing正確答案：BCDE第5題多選題(2分)Comparedwith020,whatarethedisadvantagesofphysicalstores?AlimitedscopeBTradingtroublesClimitedvarietyDrelativelysinglemarketingmethods正確答案：ABCD第6題單選題(1分)

Comparedwithofflineactivities,onlinedisadvantagesaremainlymanifestedin______.AsinglemarketingapproachBInfiniteexpansionC

limitedscopeDHighdeliverycostandhightimecost第7題單選題(1分)Lego'sconsumershavealwaysbeenthe"developers"oftheproduct,oftenbreakingthroughtheconventionsandusingtheirimaginationtocreatecreativeworks.Aftertheriseofsocialmedia,thishighlycreativegroupoftenSharedideasandexchangedideasin_______.AonlinecommunitiesBOfflinecommunity第8題單選題(1分)Thenewerashouldhavethe_____thinking.AcompetitionBcooperationCCooperation

第9題單選題(1分)____promotedbywikinomicshasplayedapioneeringroleinallaspectsofsociety,suchasmasscustomization.Alarge-scaledivisionoflaborBLarge-scalecollaboration第10題單選題(1分)TheshoppingbehaviorofInternetnativescanberevealedbySCIAS.InC,Internetnativesvalue______Aadvertisingon