智慧树知到《解密市场营销（双语）》章节测试答案

1、智慧树知到解密市场营销（双语）章节测试答案 智慧树知到解密市场营销（双语）章节测试答案第一章1、 Which of the following statements are correct?A:Ethics are a set of moral principles that guide attitudes and behaviour.B:Ethics are a set of rules.C:Ethics are subjective and imprecise.D:Ethics depend on social, cultural and individual factors.答案:Eth

2、ics are a set of moral principles that guide attitudes and behaviour.,Ethics are subjective and imprecise.,Ethics depend on social, cultural and individual factors.2、 Which of the following would be considered a partner in the formal definition of marketing?A:Retailers who sell an organisations prod

3、uctsB:An organisations supplier of raw materialsC:CustomersD:An advertising agency who writes the copy for an organisations television commercial答案:Retailers who sell an organisations products,An organisations supplier of raw materials,An advertising agency who writes the copy for an organisations t

4、elevision commercial3、Stakeholders of an organisation could include: _.A:ownersB:shareholdersC:employeesD:customers答案:owners,shareholders,employees,customers4、 Which of the followings are about marketing ethics issue?A:Advertising junk food on childrens televisionB:A salesperson exaggerating the ben

5、efits of a product to persuade a customer to purchase itC:Increasing the price of a product due to increased customer demand and limited availabilityD:Failing to inform consumers of known potential risks of using a product答案:Advertising junk food on childrens television,A salesperson exaggerating th

6、e benefits of a product to persuade a customer to purchase it,Failing to inform consumers of known potential risks of using a product5、 Which of the followings are potential benefits of an organisation acting in a socially responsible manner?A:Good publicityB:The generation of goodwillC:It can attra

7、ct future employees.D:It can encourage consumers to support the organisation.答案:Good publicity,The generation of goodwill,It can attract future employees.,It can encourage consumers to support the organisation.6、A product can be _.A:an ideaB:a goodC:a serviceD:a person答案:an idea,a good,a service,a p

8、erson7、A brand can be _.A:a collection of symbols intended to create an image in a customer's mindB:a name, logo, slogan or design that differentiates a productC:the bundle of attributes of a productD:anything offered to a market答案:a collection of symbols intended to create an image in a custome

9、r's mind,a name, logo, slogan or design that differentiates a product8、 In marketing, which of the following statements about promotion are correct?A:It is simply another name for advertising.B:It can be used to remind customers about a product.C:It can be used to inform or persuade customers.D:

10、It can be used to create awareness.答案:It can be used to remind customers about a product.,It can be used to inform or persuade customers.,It can be used to create awareness.9、 Which of the following are marketing activities?A:AccountingB:Personal sellingC:Researchs macro-environment?A:Competitive fo

11、rcesB:Technological forcesC:Sociocultural forcesD:Political forces答案:Technological forces,Sociocultural forces,Political forces4、 Which of the followings are examples of an economic macro-environmental force?A:The Australian dollar rising in valueB:A fall in demand for commodities such as coal and i

12、ron ore due to the global financial crisisC:The level of consumer spending decreasingD:A rise in interest rates答案:The Australian dollar rising in value,A fall in demand for commodities such as coal and iron ore due to the global financial crisis,The level of consumer spending decreasing,A rise in in

13、terest rates5、 The rising use of social networking sites could be attributed to _.A:sociocultural forcesB:technological forcesC:legal forcesD:economic forces答案:sociocultural forces,technological forces6、 Factors those are beyond the organisations direct control, though the organisation may be able t

14、o have some influence over them, are _.A:weaknessesB:opportunitiesC:threatsD:strengths答案:opportunities,threats7、 Which of the followings are demographic characteristics?A:AgeB:GenderC:EthnicityD:Marital status答案:Age,Gender,Ethnicity,Marital status8、 The macro-environment encompasses _.A:country and

15、regional geographic levelsB:local and state geographic levelsC:the factors outside of the industry that influence the survival of the organisationD:marketing planning答案:country and regional geographic levels,local and state geographic levels,the factors outside of the industry that influence the sur

16、vival of the organisation9、 Key environmental factors that marketers need to consider when analysing the marketing environment include political, economic, sociocultural, _ forces.A:technologicalB:culturalC:legalD:environmental答案:technological,legal,environmental10、 SWOT includes _.A:situation and t

17、hreatsB:strengths and threatsC:weaknesses and opportunitiesD:weakness and opposition答案:strengths and threats,weaknesses and opportunities第三章1、 The broad influences on consumer behaviour can be categorised as _.A:situationalB:psychologicalC:groupD:individual答案:situational、group、individual2、 Which of

18、the following would describe an opinion leader from a marketing perspective?A:A person of high standing in the communityB:A reference group member who provides relevant and influential adviceC:Your one-month-old baby sisterD:Media commentators who have a large audience答案:A person of high standing in

19、 the community、A reference group member who provides relevant and influential advice、Media commentators who have a large audience3、 Which of the following purchase situations would likely be described as high involvement in terms of consumer decision-making?A:Weekly supermarket shoppingB:The purchas

20、e of familiar productsC:Infrequently purchaseD:The purchase of more expensive products答案:Infrequently purchase、The purchase of more expensive products4、 How can a marketer attempt to reduce the likelihood of a purchaser of their product experiencing cognitive dissonance?A:By increasing the price of

21、their productB:By offering bonuses or rebates to be redeemed some time after purchase, to give the purchaser additional valueC:It is not possible for a marketer to influence the potential cognitive dissonance of a consumer.D:By ensuring that their products, when used, will meet consumer expectations

22、答案:By offering bonuses or rebates to be redeemed some time after purchase, to give the purchaser additional value、By ensuring that their products, when used, will meet consumer expectations5、 Which countries below would score lower than Australia or New Zealand on Hofstedes individualism dimension o

23、f culture?A:IndiaB:JapanC:United StatesD:China答案:India、Japan、China6、 Which of the following statements regarding subcultures are correct?A:A subculture is a group comprising individuals of similar rank within a social hierarchy.B:A subculture is a group of individuals who share common attitudes, val

24、ues and behaviours that distinguish them from the broader culture.C:Subcultures are important to marketers when their shopping and purchasing behaviour is significantly different from the reminder of population.D:A hip-pop culture would be an example of a subculture.答案:A subculture is a group of ind

25、ividuals who share common attitudes, values and behaviours that distinguish them from the broader culture.、Subcultures are important to marketers when their shopping and purchasing behaviour is significantly different from the reminder of population.、A hip-pop culture would be an example of a subcul

26、ture.7、 Which of the following could be a reference group for an individual?A:A work or professional groupB:Their familyC:Their idolsD:Their pets答案:A work or professional group、Their family、Their idols8、 Demographic characteristics include _.A:lifestyle and personality.B:age and income.C:education l

27、evel and gender.D:race and religious belief.答案:age and income.、education level and gender.、race and religious belief.9、 According to Maslows theory, which of the following needs would an individual attempt to satisfy before the others?A:SafetyB:FinancialC:HungerD:Thirst答案:Hunger、Thirst10、 Which of t

28、he following statements are correct?A:Perception is subjective.B:Perception can be particular to an individual.C:Perception is objective.D:Perception can be selective.答案:第四章1、 Juicy buys sugar from a local factory and sells lollies to department stores and supermarkets. Which markets do these transa

29、ctions take place in?A:Producer marketsB:Reseller marketsC:Wholesale marketsD:Retail markets答案:Producer markets、Reseller markets2、 Institutional markets are distinguished from other business markets by _.A:the fact they do not sell goods.B:the not-for-profit nature of their activities.C:their non-pu

30、blic nature.D:the fact they do not sell services.答案:the not-for-profit nature of their activities.、their non-public nature.3、 High-value purchases are relatively common in which business markets?A:Consumer and resellerB:Online and consumerC:Producer and institutionalD:Reseller and government答案:Produ

31、cer and institutional、Reseller and government4、 Which of the following statements about business-to-business transactions in general are likely to be correct?A:The relationships between buyers and sellers tend to be short term.B:They can be for high volume and high value purchases.C:They can involve

32、 regular repeat purchases.D:Price and other conditions of sale can be open to negotiation.答案:They can be for high volume and high value purchases.、They can involve regular repeat purchases.、Price and other conditions of sale can be open to negotiation.5、Guitars usually have ebony or rosewood fretboa

33、rds. The demand for ebony and rosewood varies with the demand for guitars. This is an example of _.A:joint demandB:consumer demandC:elastic demandD:derived demand答案:joint demand、derived demand6、 Company A buys glue for use in manufacturing its products from companies B, C and D. Which of the followi

34、ng are unlikely to decrease the amount of glue that Company A demands?A:Company B begins selling glue to consumers.B:Company C increases its glue prices.C:Company D stops producing glue.D:Company E begins buying glue from companies B, C and D.答案:Company B begins selling glue to consumers.、Company C

35、increases its glue prices.、Company D stops producing glue.、Company E begins buying glue from companies B, C and D.7、 Which of the followings are correct?A:Buyers have the final authority to make business purchasing decisions.B:New task purchases are likely to involve extensive evaluation of options.

36、C:Many businesses use multiple suppliers so they are not overly reliant on any one other business.D:Business purchasing decisions often involve development of a formal product requirement specification.答案:New task purchases are likely to involve extensive evaluation of options.、Many businesses use m

37、ultiple suppliers so they are not overly reliant on any one other business.、Business purchasing decisions often involve development of a formal product requirement specification.8、 In which of the following business markets are high-volume purchases likely to be a characteristic?A:Reseller marketB:C

38、onsumer marketC:Institutional marketD:Government market答案:Reseller market、Institutional market、Government market9、 Which of the following statements are correct?A:Demand for components in business markets mostly tends to be price inelastic.B:Equipment suppliers can take advantage of joint demand by

39、offering ongoing supply of maintenance and consumables.C:A just-in-time approach to taking delivery of components reduces inventory costs, but increases the risk that the production process will be brought to a halt by the shortage of any component.D:While industry demand tends to be inelastic, dema

40、nd for the business products of any particular company can be elastic.答案:Mark Twain is unique in his use of vernacular.、Mark Twains words are colloquial, concrete and direct.、Mark Twains characters sometimes speak with a strong accent.10、 Which steps of the business decision-making process may be om

41、itted for the straight rebuy?A:Problem/need recognitionB:Evaluation of optionsC:Information searchD:Post-purchase evaluation答案:Evaluation of options、Information search第五章1、 Which of the following statements are correct?A:Mass marketing is best suited to situations where buyers have common wants, nee

42、ds and demands.B:Target marketing is best suited to situations where subgroups in the market can be identified that have similar characteristics.C:Target marketing is best suited to situations where buyers have common wants, needs and demands.D:Customised marketing is best suited to situations where

43、 buyers have unique wants, needs and demands.答案:2、 Which of the following statements are correct?A:Mass marketing is an undifferentiated approach to marketing.B:An undifferentiated approach to marketing potentially allows an organisation to achieve economies of scale in production .C:An differentiat

44、ed approach to marketing potentially allows an organisation to achieve economies of scale in production .D:Mass marketing allows for an organisation to build close relationships with customers.答案:3、 Which of the following would be advantages of a customised marketing strategy?A:Positive word-of- mou

45、th customer referralsB:Building close relationships with a customerC:Customer loyaltyD:Potential repeat purchases from the customer答案:Positive word-of- mouth customer referrals、Building close relationships with a customer、Customer loyalty、Potential repeat purchases from the customer4、 Which of the f

46、ollowing statements are correct?A:A market segment has distinctive needs, but the members of the segment have similar needs.B:A market segment has similar needs, but the members of the segment have distinctive needs.C:An architect designing a couples dream home is an example of customised marketing.

47、D:A market segment has distinctive needs, and the members of the segment have distinctive needs.答案:5、 Which of the following statements are correct?A:An organisation following the target marketing concept should target all market segments.B:Different target markets may require a different positionin

48、g strategy.C:Market segments should be selected for targeting after an evaluation process.D:Markets can be segmented many different ways using different segmentation variables.答案:6、 Which of the following statements are correct?A:Geographic segmentation variables include climate.B:Targeting geograph

49、ic areas that have a high number of potential customers may create distribution efficiencies for an organisation.C:Geographic segmentation allows for the segmentation of very small geographical areas, such as a single suburb.D:Geographic segmentation variables include age and gender.答案:7、 Which of t

50、he following statements are correct?A:A product, organisation or brand may be able to be repositioned.B:The positioning of an organisation, its product/s and brand/s should be consistently reinforced.C:The positioning of an organisation, its product/s and brand/s should be changed regularly.D:How an

51、 organisation wishes to position its product offering to a target market should influence the development of its marketing mix for that target market.答案:8、 Which of the following can influence the market position of an organisation, its products, or its brands in the minds of target consumers?A:Adve

52、rtising and other promotional effortsB:The customers experience of the organisation, product, or brandC:The price of the organisations productD:The features of the organisations product答案:Advertising and other promotional efforts、The customer's experience of the organisation, product, or brand、T

53、he price of the organisation's product、The features of the organisation's product9、 Which of the following would be considerations for an organisation in evaluating market segments and deciding which to target?A:The ability of the organisation to satisfy the needs and expectations of differe

54、nt market segmentsB:The potential sales volume and revenues of different market segmentsC:An understanding and/or analysis of competitors and how their offerings are seen by potential target market segmentsD:The cost to the organisation of targeting that market segment答案:The ability of the organisat

55、ion to satisfy the needs and expectations of different market segments、The potential sales volume and revenues of different market segments、An understanding and/or analysis of competitors and how their offerings are seen by potential target market segments、The cost to the organisation of targeting t

56、hat market segment10、 Which of the following statements are correct?A:Psychographic segmentation variables include consumer personality attributes.B:Psychographic segmentation variables include consumer lifestyles.C:Psychographic segmentation variables include consumers benefit expectations of a pro

57、duct.D:Psychographic segmentation variables include consumer brand loyalty.答案:第六章1、 Which of the following statements are correct?A:A service is a product.B:A physical good is a product.C:A service usually involves transfer of ownership.D:A physical good is tangible, a service is intangible.答案:2、 Which of the following statements are corr