第1題Theageinwhichwelivenowisdifferentfrom_____，anditisalsodifferentfrom______,buttheeraof_______。（1）

MobileInternetera（2）thePCInternetera（3）IndustrialeconomyA（1）（2）（3）B（3）（2）（1）C（1）（3）（2）第2題

Marketingiseverywhere,includingspecifically___________。A

Nationalmarketing.BEnterprisemarketingCPersonalmarketing

正確答案：ABC第3題Marketingisactuallyavaluecreationsystem,including__________severalsub-systemsofcare.AValuediscovery.BValuecreationCThevalueofcommunicationDValuedeliveryEValuemaintenance正確答案：ABCDE第4題2013isthefirstyearof______A

InternetfinanceBThefirstyearofblockchainCThefirstyearofInternetthinkingDThefirstyearofmobileInternet正確答案：AC第5題TheInternetisnotthe____oftheindustrialeconomyera,butthethorough____oftheentiremodeofthinkingoftheindustrialeconomy.ThisistosaythattheInterneterashouldhave_____。AExtensionBDeconstructionC

Internetthinking正確答案：ABC第6題ThemanagementDruckersaid,"thereisonlyonepurposeofbusiness,andthatistohaveacorrectandvaliddefinition.Thedefinitionis_________AShareholderbenefitmaximizationBProfitmaximizationCMaximizingemployeevalueDMaximizecustomer/customervaluemaximizeemployeevalue第7題

WhatisthesymboliceventofthefirstyearofInternetfinance?ATenpayBAlipayCYu'ebaoDBaiduwallet第8題WhenisthefirstyearofChina'sIP?A2014

B2015C2016D2017第9題Zhangruiminsaid:"thereisnosuccessfulenterprise,onlytheenterpriseofTheTimes."Fromthat,wecanseethatnokiaactuallylostto__________。A

Competitors

BEraCTechnologyDBusiness第10題Thetuyeretheory,alsoknownastheflyingpigtheory,____wasfirstproposedAJackmaBPonyMaC

RobinLiDLeijun第11題Cloudsinthecloudeconomyeraincludepublicclouds,privatecloudsandhybridclouds,_______areadoptedbymostenterprises.APubliccloudsBPrivatecloudsChybridclouds

第1題Thelandmarkeventofthearrivalofe-commerceerais________。AAlibabafoundedbyjackmaBbezosfoundedAmazonCSuningCommerceGroupfoundedbyzhangjindongDpinduoduofoundedbyhuangzheng第2題Inanerawheneveryonewillbea"wemedia",______participatesintheprocessofbrandcommunicationtocreatevalue.AThefansBenterprise第3題PonyMasaysthatwhattencenthasdoneis_____。AinterconnectedB

connectCinteractionDnetworking第4題ThedevelopmentoftheInternetmakespeoplefrom_____to_____.Amaterial-centereduman-orientedBuman-orientedmaterial-centered第5題Theessenceofthesharingeconomyisthatvaluecanbecreatedthrough_____thataddnoadditionalresources.ArestructuringB

remixingCrefactoring第6題Jackmasaidthatmanypeoplelosetheirwholelivesintheiropinionsonnewthings,includingthosewith_____。AinvisibleBlookdownuponCdon'tunderstandDtoolate正確答案：ABCD第7題TheconceptoftheuserinthemobileInterneteraisdifferentfromthatofthetraditionalcustomer,whichishighlightedin_____.A

theuserBcustomerfirstCUserviscosityD

usertraffic正確答案：AC第8題Pricesettingintheplatformecosystemismorecomplexthantraditionalpricingbecausetherearemanystakeholdersintheplatformanditcanbedividedintoapproximatelytwocategories______and_______AthepayingpartyBneutralitysideCpartyfreeofcharge正確答案：AC第9題Alilogisticsnewbirdnetworkisapowerfulinformationsystemwiththeintegrationofthethreenetworkswhichis______.A

skynetBgroundnetworkCMaterialnetDhumannetwork正確答案：ABD第10題ThemobileInternetistheeraofconnectingeverything.ThelatestdevelopmentistheInternetofthingsandtheInternetofeverything.WhataretheirEnglishabbreviations？AIoTBIoECITDVR正確答案：AB第11題ThethreefeaturesoftheInternetare___、___、and___.A

decentralizationBdelayeringCself-organizationDother-organization正確答案：ABC第12題ThereasonwhypeoplechoosetousetraditionalfinanceorInternetfinanceistotake______and_______intoconsideration.AapplicabilityBsecurityCconvenienceD

economy正確答案：BC第13題LihaijianpointedoutthattherearethreelevelsofInternetthinkingfor______、_______and________.AInternetgeneBthespiritoftheInternetCInternetconceptDInterneteconomy正確答案：BCDExercises3第1題WiththedevelopmentoftheInternet,theforcesof_____whoareneglectedinthetraditionalwaysofvaluecreationexertgreatpowerthroughtheaggregationoftheInternet.A

hotstyleBthelongtail第2題Users'_____andexceedingexpectationsisanimportantreasonforthesuccessofxiaomi.AsenseofparticipationB

senseofpresenceCsenseofbalance第3題HowdoyouunderstandthesimplicityofInternetthinking?AsimplicityissimplicityB

simplicityisextremelycomplex第4題Disruptiveinnovationmeans_____。AinnovationfromzerotooneB

Innovationfrom1toN第5題TheprobabilityofstartingabusinessintheInterneteraissmaller,andmanynewenterprisesdiebeforetheyreachthe_______.A

criticalpointBatippingpointCaturningpoint第6題ThebiggestchangetheInternethasbroughtisthe______changewhichfromopaquetoincreasinglytransparent.AcommunicationBinformationCScienceandtechnologyDconvenient第7題Attheheartof《Theworldisflat》istheideathattheInternethasmadetheentireworldmoreandmore___,alotof_____appear.A

flat、flatteningorganizationBflatteningorganization、

flat第8題ThechangesbroughtaboutbytheInternetshallinclude_________A

disintermediation(disintermediation)BdecentrationC

transboundaryDthechangeofinformation正確答案：ABC第9題IntheeraofmobileInternet,personalizedmasscustomizationhasbecomeanimportantwaytocreatevalue,because________excavatepeople'spersonalizedneeds.ABigDataBCloudComputingCArtificialIntelligence（AI）D

BlockChainEEdgeComputing正確答案：AB第10題ChangesofHaierinclude__________AEnterpriseplatformBEmployeemakerizationCUserpersonalizationDproductionintelligence正確答案：ABC第11題TheIOE(InternetOfEverything)actuallymeanstoconnect_____together.ApeopleBpeopleandthingsCthingstothings正確答案：ABCExercises4第1題Thedifferencebetweenthebigdataeraandthesmalldataeraisthatthelatterstressesputtingout_______whiletheformerjustneedstoknowtheresult.A

CausalrelationshipBcorrelativity第2題Thetraditionalproducer-centeredconceptofmarketingis______AproductionconceptBproductconceptCsellingideasD

marketingconceptsE

Socialmarketingconcepts正確答案：ABC第3題The7Ptheoryofservicemarketingisonthebasisofproduct,price,promotionanddistributionadd______.APhysicalEnvironmentBPeopleCProcessDpsychologicalfactor

正確答案：ABC第4題ThetraditionalmarketingmixtheoryincludesthetheoryofPseries,whichspecificallyincludes______.A4PB6PC10PD7P正確答案：ABCD第5題Themarketingstrategyof4Cisconsumer-centered,andthe4Cis_______.AConsumer'sNeedsBcustomerCost

CConvenienceDCommunicationE

Community正確答案：ABCD第6題Thetraditionalmarketingconcepthastheideaof____givingconsiderationtotheinterestsofproducers,consumersandthesocietyasawhole.AproductionconceptBproductconceptCsellingideasDmarketingconceptsESocialmarketingconcepts正確答案：E第7題Thetraditionalproductionstrategyemphasizesthe________oftheproducts,whilethoseintheInterneteconomywillputmoreemphasisontheproduction’________.AFunctionalvalue、

experiencevalueBExperiencevalue、functionvalueCEmotionalvalue、experientialvalueExercises5第1題Thedifferencebetweentheredseastrategyandtheblueoceanstrategyisthattheblueoceanstrategyisrealizedthrough______.A

homogeneityBdifferentiation第2題IntheeraofmobileInternet,valuecreationmeansthatproducersandconsumersjointlycreatevalue.Sohowtotranslate”產(chǎn)消合一”?AcombinationofproductionandmarketingB.Combinationofproductionandconsumption第3題ThemethodofvaluecreationintheeraofmobileInternetis____.A

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

InterlockingBComplementaritiesCEfficiencyDNovelty正確答案：ABCDExercises6第1題ThecharacteristicsofvaluecreationintheeraofmobileInternetare______A

producersandconsumerscreatevaluetogetherB

valuecreationCProsumer(producerandConsumer)正確答案：ABC第2題

Intheneweconomicera,thewaysofvaluecreationhavechangedfromtheformer______tothepresent______.AoriginalvalueBCreatevalueCCommonvaluesDSharedvalue正確答案：AB第3題Thevaluecreatedbyenterprisescanbebroadlydividedintoseveralcategorieswhichare______.AeconomicvalueBthevalueofpeopleCsocialvalues正確答案：ABCExercises7第1題Whatarethefeaturesofthevaluenetwork?AcoststructureB

performanceattributesC

organizationalcapabilitiesDalloftheabove第2題

WhichofthefollowingarethethreeInternetgiantsinChina?ABaiduBAlibabaC

JD.comDTencent正確答案：ABDExercises8第1題WhataresomeofthecurrentnewfeaturesofvaluecreationinthemobileInternetera?AfreeeconomyBthelongtaileconomyCTheendpipecloudcollaboratestocreatevalueDalloftheabove第2題Whatisthetheoreticalbasisofthelongtaileconomy?AscarcityeconomicsB

TheEconomicsOfAbundance第3題Whatexperiencescantheproductbringtoconsumersinapopularsense?AlovingB

interestingCusefulDalloftheabove第4題Theindustrialeconomyerastressedis____，andthenetworkeconomyerastressedis____.AeconomiesofscaleB

thelongtaileconomy正確答案：AB第5題Whatarethecurrentterminals?AwebreaderBIndustrialterminalCSmarthometerminalDmediaterminal正確答案：ABCDExercises9第1題Experientialmarketingisamarketingmethodthatredefinesanddesignsawayofthinkingthroughthe______.A

perceptualfactorsBrationalfactorsCalloftheabove第2題Accordingtothedivisionof"exogenousorendogenousvalue"and"self-orientedandother-orientedvalue",whatcancustomervaluebedividedinto?AfunctionalvalueB

SymbolicvalueC

experiencevalueDalloftheabove第3題Whichcategoriescanbedividedintointheupgradingandtransformationpathofbusinessmodel?A

discovernewvaluesBExpandthemarketCincreasedactivityD

Enhanceprofitability正確答案：ABCD第4題Whatarethecustomervalues?APurchasevalueBWordofmouthvalueCTransactionvalueDknowledgevalue正確答案：ABCD第5題

Whatarethepropertiesofthegoodsinthefinalexperiencevalue?AFunctionalvalueBSymbolicvalueCAlloftheabove第6題Yuyongfu,chairmanandCEOofucweb,thinksthatitisworthtryingtocrosstheboundarytomeetthedirectionof"threesuffiances"orthemarket.Whichthree?A

BigenoughBSlowenoughC

ThickenoughDFastenough正確答案：ABC第7題

Inreallife,whichofthefollowingisincludedinthefreemode?ADirectcross-subsidyBThird-partymarketC

FreepluschargeDAlloftheabove第8題Theexistenceof_______makesthewholesocietybecomeabigstageofcross-subsidization.A

PaymenteconomyBFreeeconomyCExperienceeconomy第9題Whatarethethreeprinciplesofexperientialmarketing?AConciseB

AffinityC

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

alloftheabove第11題Whatstrategiesmustbusinessesmasterinordertoquicklywinsocialdividendsforthemselvesandbecomebigwinnersintheeraofsocialdividends?A

faneconomy,longtaileconomyB

BoutiquestrategyandrelationshipallianceCInterestsharingandpublicparticipationD

alloftheaboveExercises11第1題Thevaluecreatorsinthelazyeconomyarethelazypeople.Because______A

CreatemarketopportunitiesBpromotingeconomicdevelopmentCpromotescientificandtechnologicalprogressDImpedingsocialprogress正確答案：ABC第2題WeChatmarketingbelongsto____AstrongrelationshipmarketingBstrongrelationshipmarketing第3題_____lettheoriginalcommunicationintheaudienceintoanewsourceofinformationInotherwords,everyonebecomesthecenter,whichweakensthe"informationcenter"inthetraditionalinformationtransmissionpyramid,andmakesthe"audience"intheoriginalcommunicationbecomethenewinformationsourceandeveryonebecomesthecenter.ADe-channelization/disintermediation/de-intermediationBJustintermsofboundariesCdecentralization第4題_____belongstopersonalizedmasscustomizationAC2BBC2MCC2FDO2O正確答案：ABC第5題

Aftertheoffline

experience,theonlinepurchasewillbecarriedout.Thereisnoneedto_______atall,andthetransactionwillbepromoteddirectlybetweenthesupplyanddemandparties.AintermediatelinksBchannelbusinessC

Manufacturers

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

Establishlong-termcustomerloyaltyandmaximizecustomerbenefitsDalloftheaboveExercises13第1題Searchenginemarketingistheabbreviationof______.ASearchEngine

optimizationBSearchEngine

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

onlineadvertisingDLinkexchange/ADexchange正確答案：ABCD第3題WhattypesofAPPclientswithlargeuserbaseandgooduserexperiencearegenerallyincluded:______ALocalserviceAPPBFinancialAPPCReadingAPPDgameAPPEOnlineshoppingAPP正確答案：ABCDE第4題Thegroupincludes______AJoinworldBcrowedinnovationCcrowdsupportDcrowdfundingEcrowdsourcing正確答案：BCDE第5題Comparedwith020,whatarethedisadvantagesofphysicalstores?AlimitedscopeBTradingtroublesClimitedvarietyDrelativelysinglemarketingmethods正確答案：ABCD第6題

Comparedwithofflineactivities,onlinedisadvantagesaremainlymanifestedin______.AsinglemarketingapproachBInfiniteexpansionC

limitedscopeDHighdeliverycostandhightimecost第7題Lego'sconsumershavealwaysbeenthe"developers"oftheproduct,oftenbreakingthroughtheconventionsandusingtheirimaginationtocreatecreativeworks.Aftertheriseofsocialmedia,thishighlycreativegroupoftenSharedideasandexchangedideasin_______.AonlinecommunitiesBOfflinecommunity第8題Thenewerashouldhavethe_____thinking.AcompetitionBcooperationCCooperation

第9題____promotedbywikinomicshasplayedapioneeringroleinallaspectsofsociety,suchasmasscustomization.Alarge-scaledivisionoflaborBLarge-scalecollaboration第10題TheshoppingbehaviorofInternetnativescanberevealedbySCIAS.InC,Internetnativesvalue______Aadvertisingoncolo