注：不含主觀題第1題單選題(20分)AccordingtomanagementguruPeterDrucker,"Theaimofmarketingisto________."()AmaximizeprofitsofthecompanyBemphasizecustomerwantsandnotcustomerneedsCmakesellingunnecessaryDfulfillunrealisticcustomerexpectations第2題單選題(20分)Accordingtothefive-stepmodelofthemarketingprocess,whichofthefollowingisthethirdstepincreatingvalueforcustomers?()Adesigningacustomer-drivenmarketingstrategyBunderstandingthemarketplaceandcustomerneedsCconstructinganintegratedmarketingprogramthatdeliverssuperiorvalueDbuildingprofitablerelationshipsandcreatingcustomerdelight第3題單選題(20分)Wantsarehumanneedsthatareshapedby()()andindividualpersonality.()AcutlureBageClifestyleDpurchasingpower第4題單選題(20分)Broadlydefined,marketingisdefinedasasocialandmanagerialprocessbywhichindividualsandorganizationsobtainwhattheyneedandwantthrough________.()AresearchanddevelopmentBinnovationandcreativityCmanufacturingefficienciesDvaluecreationandexchange第5題單選題(20分)Itismostaccuratetosaythatwhencustomerspurchaseproductstheyacton________astheyjudgevaluesandcosts.()AobjectivevalueBperceivedvalueCcustomerlifetimevalueDcompanyimageQuiz第1題單選題(20分)Whichofthefollowingmarketingmanagementorientationsfocusesprimarilyonimprovingefficienciesalongthesupplychain?()AproductionconceptBproductconceptCsellingconceptDmarketingconcept第2題單選題(20分)Whichofthefollowingmarketingmanagementconceptsismostlikelytoleadtomarketingmyopia?()Acustomer-drivenmarketingconceptBcustomer-drivingmarketingconceptCmarketingconceptDproductconcept第3題單選題(20分)Railroadswereonceoperatedbasedonthethinkingthatuserswantedtrainsthatwouldofferthemostinquality,performance,andinnovativefeatures.Therailroadmanagingcompaniesoverlookedthefactthattherecouldbeothermodesoftransportation.Thesecompaniessufferedfrom().()AlowefficiencyBhighcostCprofitlossDmarketingmyopia第4題單選題(20分)Thesocietalmarketingconceptseekstoestablishabalancebetween________.()AcustomerlifetimevalueandcustomerequityBaninside-outperspectiveandanoutside-inperspectiveCconsumershort-runwantsandconsumerlong-runwelfareDmarketingmixesandmarketofferings第5題單選題(20分)Whichofthefollowingstatementsreflectsthemarketingconcept?()AFocusonmakingcontinuousproductimprovements.BUndertakealarge-scalesellingandpromotioneffort.CEmphasizeaninside-outperspective.DConsidercustomerfocusandvalueasthepathstosalesandprofits.Quiz第1題單選題(20分)Amarketing-orientatedmanagerseeseveryoneasdifferentandpractices()whichaimsatsomespecifictargetcustomerswithatailoredmarketingmix.()AtargetingmarketingBmassmarketingCpersonmarketingDservicemarketing第2題單選題(20分)Todesignawinningmarketingstrategy,thecompanymustfirstdecide________.()AwhomitwillserveBwhatitwillprovideChowitwillcommunicatewithitscustomersDwhatpriceitwillsetonitsproducts第3題單選題(20分)Selectingwhichsegmentsofapopulationtoserveiscalled________.()AmarketsegmentationBpositioningCcustomizationDtargetmarketing第4題單選題(20分)Anorganicfarmerhasidentifiedthreedistinctgroupsthatmightbeinterestedinhisproducts:vegetarians,health-consciousindividuals,andpeopleidentifiedastrendsetterswhotryoutnewproductsinthemarketbeforeothers.Thesethreegroupsareexamplesof________.()AmarketingmixesBmarketsegmentsCvaluepropositionsDmarketofferings第5題單選題(20分)()involvesevaluateeachmarketsegment’sattractivenessandselectingoneormoresegmentstoenter.()AMarketsegmentingBMarketpositioningCMarketmodificationDMarkettargetingQuiz第1題單選題(20分)Whichofthefollowingcustomerquestionsisansweredbyacompany'svalueproposition?()A"WhyshouldIbuyyourbrandratherthanacompetitor's?"B"Whatisyourcompany'sestimatedcustomerequity?"C"Whatarethecostsinvolvedintheproductionofyourbrand?"D"Whatisthebudgetallocatedbyyourcompanyforresearchanddevelopment?"第2題單選題(20分)Whichofthefollowingreferstoasetofbenefitsthatacompanypromisestodelivertocustomerstosatisfytheirneeds?()Acustomerlock-inBacartelCmarketingmixDvalueproposition第3題單選題(20分)()isarrangingforaproductorbrandtooccupyaclear,distinctive,anddesirableplacerelativetocompetingproductsinthemindsoftargetconsumers.()AMarketsegmentationBMarketpositioningCMarketmodificationDMarkettargeting第4題單選題(20分)Positioningisnotwhatyoudotoaproduct.Positioningiswhatyoudoto().()AthedistributionBthecustomermindCthecommunicationDtheprice第5題單選題(20分)Whichofthefollowingisnotakeytopositioningaproductorbrandeffectivelyinthemindsofpotentialcustomers?()AIdentifythecharacteristicsofpotentialcustomers.BIdentifytheimportantattributesforaproductorbrandclass.CDiscoverhowtargetcustomersratecompetingproductsorbrandswithrespecttotheseattributes.DDiscoverwherethecompany’sproductorbrandisontheseattributesinmindsofpotentialcustomers.Quiz第1題單選題(20分)Thesetofmarketingtoolsafirmusestoimplementitsmarketingstrategyiscalledthe________.()ApromotionmixBproductmixCmarketingmixDmarketoffering第2題單選題(20分)Themajormarketingmixtoolsareclassifiedintofourgroups,namelyproduct,price,place,and().()ApromotionBpeopleCpropositionDprocedure第3題單選題(20分)Thefirmmustblendeachmarketingmixtoolintoacomprehensive()marketingprogramthatcommunicatesanddeliverstheintendedvaluetochosencustomers.()AdistinctiveBattractiveCeffectiveDintegrated第4題單選題(20分)Designinganeffectivemarketingmixalsoconveystopotentialbuyersaclearcustomer(),whichisaclusterofbenefitsthatanorganizationpromisescustomerstosatisfytheirneed.()AperceptionBvaluepropositionCinterestDsolution第5題單選題(20分)Fromthebuyer’sviewpoint,inthisageofcustomervalueandrelationships,thefourPsmightbebetterdescribedasthefourCs:(),customercost,convenience,andcommunication.()AcustomersolutionBcustomersatisfactionCcustomerinterestDcustomerperceptionQuiz第1題單選題(20分)BillHendersonisopeninganewcommercialchildren’splayspaceandisstudyingthefactorsthatareclosetothecompanythataffectitsabilitytoserveitsfuturecustomers—thecompany,suppliers,marketingintermediaries,customermarkets,competitors,andpublics.WhatisBillstudying?AthemacroenvironmentBthemicroenvironmentCthemarketingenvironmentDtheglobalenvironment第2題單選題(20分)Youaredirectedtostudythefactorsthatarelargersocietalforcesthataffectyourcompany—demographic,economic,natural,technological,political,andcultural.Whatareyoustudying?AthemacroenvironmentBthemicroenvironmentCthemarketingenvironmentDtheglobalenvironment第3題單選題(20分)Banks,creditcompanies,insurancecompanies,andotherbusinessesthathelpfinancetransactionsorinsureagainsttherisksassociatedwiththebuyingandsellingofgoodsandservicesarereferredtoas________.

AfinancialintermediariesBphysicaldistributionfirmsCmarketingserviceagenciesDresellersorwholesalers第4題單選題(20分)Whichtypeofpublicisatelevisionstationthatcarriesnews,features,andeditorialopinionsaboutyourarea?AfinancialBmediaCcitizen-actionDlocal第5題單選題(20分)Aconsumerorganization,environmentalgroup,orminoritygrouphaschallengedyourfirm’sstandonalocalissue.Thisisanexampleofa________public.AgeneralBlocalCgovernmentDcitizen-actionQuiz第1題單選題(20分)Youradvertisingagencyiscurrentlyresearchingthegender,education,location,age,andoccupationsofyourtargetmarket.Whatisthisenvironmentcalled?

AdemographicBpsychographicCgeographicDproduct-use第2題單選題(20分)AccordingtothestudiesofErnstEngle,asincomesrisepeoplespenda________percentageonfoodthanbefore.AhigherBmuchhigherClowerDmuchlower第3題單選題(20分)Withregardtothenaturalenvironment,themajortrendofinteresttomarketersisthe________.AnumberofprotestorsagainstmisuseBshortagesofrawmaterialsCincreasesinrecyclingDalloftheabove第4題單選題(20分)Youmanufactureandmarketpesticidesandfertilizers.Whichofthefollowingnaturalenvironmenttrendsmentionedinyourtextshouldyoubeconcernedabout?AshortagesofrawmaterialsBincreasedpollutionCincreasedgovernmentinterventionDincreasedacidrain第5題單選題(20分)Asociety’sinstitutionsandotherforcesthatshapeitsbasicvalues,perceptions,preferences,andbehaviorsareits________environment.AsocialBculturalCtechnologicalDnaturalQuiz第1題單選題(20分)Whichofthefollowingisthefirststepofmarketingresearchprocess?ADevelopinganapproachtotheproblemBDefiningtheproblemCDatacollectionDDataanalysis第2題單選題(20分)MarketingresearchinvolvesallofthefollowingregardinginformationEXCEPT:Aidentification.Bcollection.Canalysis.Dmanipulation.Edissemination.第3題單選題(20分)Whentheinformationgainedbymarketingresearchwillimprovethequalityofthemarketingdecision,wedon’tconsidertheexpenditure.ATrueBFalse第4題單選題(20分)_____servicesarecompaniesthatcollectandsellcommonpoolsofdatasharedbyanumberofclients.ASyndicatedBCustomizedCInternetDField第5題單選題(20分)Whensecondarydataareanalyzedinaqualitativeway,it’s_______research;whensecondarydataareanalyzedinaquantitativeway,it’s______research.AExploratory;DescriptiveBExploratory;CausalCDescriptive;ExploratoryDDescriptive;CausalQuiz第1題單選題(20分)Exploratoryresearchisresearchconductedtogainideasandinsightintotheproblemconfrontingthemanagementortheresearcher.ATRUEBFALSE第2題單選題(20分)Whenlittleisknownabouttheproblemsituation,itisdesirabletobeginwithdescriptiveresearch.

ATRUEBFALSE第3題單選題(20分)Secondarydataisdataoriginatedbytheresearcherforthespecificpurposeofaddressingtheresearchproblem.

ATRUEBFALSE第4題單選題(20分)________isanunstructured,exploratoryresearchmethodologybasedonsmallsamples,whichprovidesinsightsandunderstandingoftheproblemsetting.AQuantitativeresearch

BQualitativeresearch

CExperimentalresearch

DHypotheticalresearch第5題單選題(20分)________arethemostimportantqualitativeresearchprocedures.AFocusgroupsBDepthinterviewsCProjectivetechniquesDAssociationtechniquesQuiz第1題單選題(20分)________isanobservationalresearchstrategyinwhichhumanobserversrecordthephenomenonbeingobservedasitoccurs.

AMechanicalobservationBVirtualobservationCPersonalobservationDPerceptualobservation第2題單選題(20分)Therecordingofbehavioralpatternsofpeople,objects,andeventsinasystematicmannertoobtaininformationaboutthephenomenonofinterestiscalled________.AprojectionBobservationCdescriptionDexploration第3題單選題(20分)Anobservationalresearchstrategyinwhichmechanicaldevices,ratherthanhumanobservers,recordthephenomenonbeingobservediscalled________.Apersonalobservation

BvirtualobservationCperceptualobservationDmechanicalobservation第4題單選題(20分)T/F:Astructuredquestionnaireisgiventoasampleofapopulationandisdesignedtoelicitspecificinformationfromrespondentswhenusingthesurveymethod.ATRUEBFALSE第5題單選題(20分)Thepercentageofthetotalattemptedinterviewsthatarecompletedisreferredtoas________.AsamplecontrolBresponserateCsocialdesirabilityDinterviewerbiasQuiz第1題單選題(20分)T/F:

CausalityreferstowhentheoccurrenceofXcausestheoccurrenceofY.ATRUEBFALSE第2題單選題(20分)Theprocessofmanipulatingoneormoreindependentvariablesandmeasuringtheireffectononeormoredependentvariableswhilecontrollingfortheextraneousvariablesiscalleda(n)________.

AexperimentBtestunit

ChypothesisDtheory第3題單選題(20分)________variablesarevariablesthataremanipulatedbytheresearcherandwhoseeffectsaremeasuredandcompared.ADependentBInterdependentCExtraneousDIndependent第4題單選題(20分)AllofthefollowingaregoodexamplesofindependentvariablesEXCEPT:Apricelevels.Bpackagedesigns.Cadvertisingthemes.

Dsales.第5題單選題(20分)Individuals,organizations,orotherentitieswhoseresponsestoindependentvariablesortreatmentsarebeingstudiedarecalled________.AhypothesesBindependentvariables

CtestunitsDdependentvariablesQuiz第1題判斷題(20分)Aquestionnaireisaninformalsetofquestionsforobtaininginformationfromrespondents.

第2題判斷題(20分)Asinglequestionthatattemptstocovertwoissuesiscalledadouble-barreledquestion.第3題單選題(20分)A(n)________isastructuredtechniquefordatacollectionthatconsistsofaseriesofquestions,writtenorverbal,whicharespondentanswers.AquestionnaireBobservationCfocusgroupDtestmarket第4題單選題(20分)Initialquestionsinquestionnairesthatscreenpotentialrespondentstoensuretheymeettherequirementsofthesamplearecalled________.

Adouble-barreledquestionsBfilterquestionsCrandomquestionsDcoefficientquestions第5題單選題(20分)A(n)________isasubgroupoftheelementsofthepopulationselectedforparticipationinthestudy.

AcensusBelementCincidentDsampleQuiz第1題判斷題(20分)Allfieldworkinvolvestheselection,training,andsupervisionofpersonswhocollectdata.第2題單選題(20分)WhichofthefollowingisNOTastageofthedatapreparationprocess?

AquestionnairedesignBeditingCtranscribingDdatacleaning第3題判斷題(20分)T/F:

Reportpreparationandpresentationisthelaststepinthemarketingresearchproject.第4題單選題(20分)WhichofthefollowingisNOTastepinthemarketingresearchprocess?AproblemdefinitionBproblemcorrectionCresearchdesignformulation

DreportgenerationandpresentationEdatapreparationandanalysis第5題單選題(20分)ThemarketingchiefofFossilisconsideringtheintroductionofasuperfunctional,fashionablewristwatchformenandwomenpricedat99.Forthis,hedecidedon30telephonicinterviewsfromtheircustomerdatabase,50validsurveyresponsesfromindividualswhoseincomeisgreaterthan60,000and2focus-groups.TowhichofthesixstepsofthemarketingresearchprocessdotheactionsofthemarketingchiefforFossilfallinto?AdefiningtheproblemBdevelopinganapproachtotheproblemCdoinganalysisDdoingfieldworkorcollectingdataEformulatingtheresearchdesign

正確答案：EQuiz第1題單選題(20分)A(n)________isaperson’srelativelyconsistentevaluations,feelings,andtendenciestowardanobjectoridea.AlifestyleBmotiveCbeliefDattitudeEperception第2題單選題(20分)Whencustomershavelowinvolvementinapurchasebutperceivesignificantbranddifferences,theywillmostlikelyengagein________.AcomplexbuyingbehaviorBdissonance-reducingbuyingbehaviorChabitualbuyingbehaviorDvariety-seekingbuyingbehaviorEconsumerethnocentrism第3題單選題(20分)Familyisoneofthe________factorsthatinfluenceconsumerbehavior.AregionalBsocialCpersonalDpsychologicalEbusiness第4題單選題(20分)Abuyer'sdecisionsareinfluencedby________suchasthebuyer'sageandlife-cyclestage,occupation,economicsituation,lifestyle,personality,andself-concept.ApersonalcharacteristicsBstereotypesCperceptionsDattitudesEpsychographics第5題單選題(20分)Whichsubjectbelowisthemostrelevanttoconsumerresearch?AmathBhistoryClinguisticsDpsychologyEphilosophyQuiz第1題單選題(20分)Peopletendtodevelopapreferenceforthingsmerelybecausetheyarefamiliarwiththem.Thereasonforthistendencyiscalled________AMereexposureeffectBConformityCPainofpayingDNumbergamesEAnchoreffect第2題單選題(20分)Wetendtobuywhatothersbuy,thisisdueto________AMereexposureeffectBConformityCNumbergamesDPainofpayingEAnchoreffect第3題單選題(20分)Eachculturecontainssmaller________,orgroupsofpeoplewithsharedvaluesystemsbasedoncommonlifeexperiencesandsituations.AculturaluniversalsBreferencegroupsCsubculturesDmonoculturesEsocialnetworks第4題單選題(20分)________aresociety’srelativelypermanentandordereddivisionswhosememberssharesimilarvalues,interests,andbehaviors.ASocialclassesBSocietalnormsCsocialnetworksDReferencegroupsESocialnetworks第5題單選題(20分)________aregroupstowhichanindividualwishestobelong,aswhenayoungbasketballplayerhopestoplaysomedayfortheLosAngelesLakers.AMembershipgroupsBAspirationalgroupsCLeadingadoptersDSubculturesEReferencegroupsQuiz第1題單選題(20分)JonahBerger(2013)proposedRuleof_____toexplainhowconsumersrespondtodiscounts.A100B

80C50D30E10第2題單選題(20分)Whichpaymentmethodlistedbelowisthemostpsychologicallypainfulone?AdebitcardBcreditcardCcashDmobilepaymentEcheck第3題單選題(20分)Whichpaymentmethodlistedbelowisleastpsychologicallypainfulone?AdebitcardBcreditcardCcashDmobilepaymentEcheck第4題單選題(20分)Afteranalyzing27,000realestatetransactionsamples,Thomas,SimonandKadiyali(2007)findthatwhenthepriceis_____accurate,buyersaremorewillingtobuy.AmoreBless第5題單選題(20分)Tobuildaperceptionofcheapprices,sellersshouldputtheoriginalpriceonthe_____andthecurrentpriceonthe_____。Aleft;rightBright;leftQuiz第1題單選題(20分)Whichoneofthefollowingsisnotastageinaconsumer’sdecisionmakingjourney?AneedrecognitionBinformationsearchCevaluatealternativesDproblemsolvingEpost-purchaseevaluation第2題單選題(20分)FacebookandTwitterarebothexamplesof________.AbrandalliancesBopinionleadersCsocialnetworksDearlyadoptersEmarketmavens第3題單選題(20分)Thescientistwhoproposedthetheoryofmentalaccountingis________.AKahnemanBThalerCTverskyDZimbardoEAriely第4題單選題(20分)Jameshasdecidedtobuyanewvehicle.HisbrotherJohnhasrecentlypurchasedanewtruckandrecommendsthesamemodeltoJames.Jamesfinallydecidestobuythesametruck.WhichofthefollowingsourcesofinformationhasmostlikelyinfluencedJames’purchasedecision?AexperientialsourcesBpublicsourcesCpersonalsourcesDcommercialsourcesEmarketmavens第5題單選題(20分)Johnhasdecidedtobuyaparticularsmartphonethathesawreviewedonline.WhichofthefollowingsourcesofinformationhasmostlikelyinfluencedJohn'spurchasedecision?AlaggardsBcommercialsourcesCpublicsourcesDpersonalsourcesEmarketmavensQuiz第1題單選題(20分)Thepriceofagivenproductoftenaffectshowconsumersperceiveditsquality,thiseffectemergesbecauseof________.ADecisionmakingjourneyBMentalaccountingCAnchoreffectDCognitive

dissonance

EConsumerism第2題單選題(20分)Whichofthefollowingproductcharacteristicsreferstothedegreetowhichtheinnovationappearssuperiortoexistingproducts?AcompatibilityBdivisibilityCcommunicabilityDrelativeadvantageEcomplexity第3題單選題(20分)A(n)________isadescriptivethoughtthatapersonhasaboutsomething.AlifestyleBmotiveCbeliefDattitudeEcognition第4題單選題(20分)________areminorstimulithatdeterminewhere,when,andhowapersonrespondstoanidea.ACuesBDrivesCReinforcersDCognitionsEImpulses第5題單選題(20分)Someconsumersworrythattheywillbeaffectedbymarketingmessageswithoutevenknowingit.Theyareconcernedabout________.AalternativeevaluationBsubliminaladvertisingCselectiveretentionDcognitivedissonanceEselectivecommunicationQuiz第1題單選題(1分)Almostallmajorpurchasesresultin________,ordiscomfortcausedbypostpurchaseconflict.AneedrecognitionBcognitivedissonanceCconsumerethnocentrismDconspicuousconsumptionEconsumercapitalism第2題單選題(1分)Whensomeoneorsomethingwefavorengagesinnegativenews,mostofuschoosetodefendforthemevenknowingthewrong.Thisisbecauseof________AneedrecognitionBcognitivedissonanceCconsumerethnocentrismDconspicuousconsumptionEconsumercapitalism第3題單選題(1分)Inthecontextofbranding,whichoneofthefollowingtermsrelatestocognitivedissonanceAbrandassetBbrandequityCbrandpositioningDbrandloyaltyEbrandimage第4題單選題(1分)It’susuallyveryhardtoquitsmokingordrinking.Averyimportantpsychologicalreasonis________AneedrecognitionBcognitivedissonanceCconsumerethnocentrismDconspicuousconsumptionEconsumercapitalism第5題單選題(1分)StephanieandJohnwantedtopurchaseahigh-endsportscar.Theyviewedacommercialforaparticularsportscarthathighlightedthecost,design,andpowerofthecar.Afterviewingthead,Stephaniefeltthatthecar'spricewasacceptable,consideringthesuperioranduniquedesign.Johnthoughtthatthecarwasexpensiveowingtothehighpowerengineinstalledinit.Theyusedtheinformationindifferentways,focusingonissuesthatthateachconsideredimportant.Whichofthefollowingconceptsdoesthisscenariodemonstrate?AselectivedistortionBconsumerethnocentrismCselectiveretentionDselectiveattentionEselectiveperceptionQuiz第1題單選題(20分)“Manycompaniestodayarelocalizingtheirproducts,advertising,promotion,andsalesefforttofittheneedsofindividualregions,cities,andneighborhoods”Thisisanexampleof_________.AbehavioralsegmentationBgeographicsegmentationCpsychographicsegmentationDdemographicsegmentation第2題單選題(20分)DeltaMotorworksmarketsitscarsbasedontheage,gender,andincomeofitscustomers.Whichofthefollowingtypesofmarketsegmentationisevidenthere?AgeographicsegmentationBbenefitsegmentationCoccasionsegmentationDdemographicsegmentation第3題單選題(20分)________segmentationdividesbuyersintosegmentsbasedontheirknowledge,attitudes,uses,orresponsesconcerningaproduct.ABehavioralBPsychographicCAgeandlifecycleDGender第4題單選題(20分)WhichofthefollowingisNOTacommonvariableusedbybothconsumerandbusinessmarketerswhilesegmentingmarkets?

A

loyaltystatusBoperatingcharacteristicsCusagerateDbenefitssought

第5題單選題(20分)Whenthesize,purchasingpower,andprofileofamarketsegmentcanbecalculated,themarketis________.A

measurableBprofitableCsubstantialDactionableQuiz第1題單選題(20分)

A________consistsofasetofbuyerswhosharecommonneedsorcharacteristicsthatthecompanydecidestoserve.AmarketingchannelBtargetmarketCcitizen-actiongroupDsegmentmarket第2題單選題(20分)Witha(n)________marketingstrategy,afirmgoesafteralargeshareofoneorafewsmallerniches.AindividualB

massCconcentratedDdifferentiated第3題單選題(20分)________referstoamarket-coveragestrategyinwhichafirmdecidestoignoremarketsegmentdifferencesandgoafterthewholemarketwithoneoffer.AConcentratedmarketingB

LocalmarketingCNichemarketingDUndifferentiatedmarketing第4題單選題(20分)Asegmentislessattractiveifit________.A

isdifficultfornewentrantstoenter

B

issubstantialCalreadycontainsmanystrongandaggressivecompetitorsDcontainsweaksuppliers第5題單選題(20分)

Apublicrelationsfirmtailorsitsadvertisingandpromotionalservicesaccordingtotheneedsandpreferencesofspecificcustomers.Thisexemplifies________.AmassmarketingB

individualmarketingC

segmentedmarketingDconcentratedmarketingQuiz第1題單選題(20分)_________involvesactuallydistinguishingthefirm’smarketofferingtocreatesuperiorcustomervalue.AMasscustomizationBMarketsegmentationC

DifferentiationDMarkettargeting第2題單選題(20分)

________positioninginvolvesprovidingthemostupscaleproductorserviceandchargingahigherpricetocoverthehighercosts.AMoreformoreBMoreforthesameCMoreforlessD

Sameforless第3題單選題(20分)

Pierre'sMart,agrocerystoreinNewOrleans,Louisiana,offerslessmerchandiseselectionandfairlylowlevelsofservice.Despitethelacklusterserviceandlimitedselectionofmerchandise,customersstillflocktoPierre'sbecauseitchargesrock-bottomprices.Pierre'sMartmostlikelyusesthe________positioning.AmoreforthesameB

moreforless

C

sameforless

D

lessformuchless第4題單選題(20分)

Through________differentiation,brandscanbedifferentiatedonfeatures,performance,orstyleanddesign.AservicesBchannelCproductD

people第5題單選題(20分)A________referstothewayaproductisdefinedbyconsumersonimportantattributes—theplacetheproductoccupiesinconsumers'mindsrelativetocompetingproducts.AcorecompetencyBvaluestreamCvaluepropositionD

productpositionQuiz第1題單選題(20分)Whichofthefollowingistruewithregardtoproducts?AThequalityofproductsisfarmoredifficulttomeasurethanthatofservices.B

Productsdonotincludeexperiences,organizations,persons,places,andideas.CProductsarenotmeantforsaleinthemarket.DProductsincludeservices,events,persons,places,organizations,ideas,oramixtureofthese.EProductsrefertoonlythoseactivitiesthatareessentiallyintangibe第2題單選題(20分)________areaformofproductthatconsistsofactivities,benefits,orsatisfactionsofferedforsalethatareessentiallyintangibleanddonotresultintheownershipofanything.ALiabilitiesBServicesCBrandsDConsumerproductsESpecialtyproducts第3題單選題(20分)Whichofthefollowingexemplifiesaservice?AcandyBlaptopCretailD

carE

laundrydetergent第4題單選題(20分)

Marketingmixplanningbeginswith________.A

buildinganofferingthatbringsvaluetotargetcustomersB

findingasuitablepromotionstrategyfortheproductCsettingareasonablepricefortheproductD

selectingtherightchannelfordistributionoftheproductEcalculatingthetotalcostsinvolvedinmanufacturingtheproduct第5題單選題(20分)Whichofthefollowingistruewithregardtoservices?AServicesrefertopurelytangibleproducts.B

Servicesareaformofproductthatconsistsofactivities,benefits,orsatisfactionsofferedforsale.CServicescanbestoredforlateruse.DServicescanbeeasilyseparatedfromtheirproviders.E

Servicesaretangibleproductofferingswhosequalitycanbeeasilymeasured.Quiz第1題單選題(20分)________areindustrialproducts.AMajorappliancesBLaundrydetergentsCLifeinsurancepoliciesDOfficesuppliesELegalservices第2題單選題(20分)Consumerproductsreferto________.AproductspurchasedbyconsumersforfurtherprocessingorforuseinconductingabusinessB

productsandservicesboughtbyfinalconsumersforpersonalconsumptionCprimarilyintangibleofferingsfrommarketersD

rawmaterialsaswellasmanufacturedmaterialsandpartsEproductsthataidintheconsumer'sproductionoroperations,includinginstallationsandaccessoryequipment第3題單選題(20分)________areconsumerproductsandservicesthatcustomersusuallybuyfrequently,immediately,andwithminimalcomparisonandbuyingeffort.A

unsoughtproductsBcapita