Marketing(市场营销学)智慧树知到课后章节答案2023年下江南大学

Marketing(市场营销学)智慧树知到课后章节答案2023年下江南大学江南大学

第一章测试

Thecoreofmarketingis:

A:PromotionB:AllocationC:TransactionD:Production

答案:Transaction

Thebenefitsthatproductsofferrelativetothecostoftheproductsiscalled:

A:ValueB:TransactionC:PriceD:Needs

答案:Value

Thethreemainelementsofmarketinlcude:

A:AbilitytopurcahseB:IntentionordesiretopurchaseC:SomeneedsD:PeoplewithunmetneedsE:Somephysicalspace

答案:Abilitytopurcahse;Intentionordesiretopurchase;Peoplewithunmetneeds

Aproductcansatisfyfunctioanlneedsorsymbolicneeds,butnotboth.

A:错B:对

答案:错

Afundamentaltaskofmarketingistodiscoverandsatisfycustomerneeds.

A:对B:错

答案:对

第二章测试

Thefirststepinannualplanningandcontrolis(

).

A:Setthegoals

B:EvaluateprogressofimplementationC:choosethetargetmarketsD:Specifyimplementationtasks

答案:Setthegoals

(

)isthemostcommonwayoforganizingmarketingfunction.

A:OrganziationbyfuncitionB:OrganizationbymanagementC:OrganizatiponbyproductD:Organizationbybrand

答案:Organziationbyfuncition

Thewaysoforganizingthemarkeitngdepartmentinclude(

).

A:OrganziationbyfuncitionB:OrganizationbymarketmanagementC:OrganizatiponbyproductD:OrganizationbybrandE:Organizationbygeographicregion

答案:Organziationbyfuncition;Organizationbymarketmanagement;Organizatiponbyproduct;Organizationbybrand;Organizationbygeographicregion

Theessenceofmarketingorganizationisabouthowtoallocatehumanresources.

A:错B:对

答案:错

Generallyspeaking,spanofcontrolandchainofcommandarepositivelycorrelated.

A:对B:错

答案:错

第三章测试

Allofthefollowingaremacro-environmentfactorsEXCEPT:

A:SocialB:CulturalC:DemographicD:EconomicE:Competition

答案:Competition

Thelargestgenerationcohortinthewestis:

A:GenerationXB:SeniorsC:GenerationYD:Babyboomers

答案:Babyboomers

Whenanalyzingcompetition,whatfactorsshouldwelookat?

A:IndirectcompetitorsB:NatureofcompetitionC:StrengthsandweakenessesofcompetitorsD:NumberofcompetitorsE:Dierectcompetitors

答案:Indirectcompetitors;Natureofcompetition;Strengthsandweakenessesofcompetitors;Numberofcompetitors;Dierectcompetitors

Whenanalyzingcompetition,oneshouldputmoreemphasisondirectcompetitionthanonindirectcompetition.

A:对B:错

答案:错

Inaorligarplisticmarket,competitorsaregenerallysensitivetoeachother'spricechange.

A:对B:错

答案:对

第四章测试

Marketingresearchprovides_____thataidsdecisionmaking.

A:ideasB:solution

C:analysisD:information

答案:information

AllthefollowingarequalitativeresearchmethodsEXCEPT:

A:ExperimentB:ObservationC:FocusgroupD:In-depthinterview

答案:Experiment

Sourceofinformationformarketingdecisionmakinginlcude_____.

A:MarketingintelligenceB:MarketingInformationSystemC:MarketingResearchSystemD:InternalsecondarydataE:MarketingAnalysisSytem

答案:Marketingintelligence;MarketingResearchSystem;Internalsecondarydata

Beforeconductingprimaryresearch,oneshouldfirstexploretheoptionofsecondarydata.

A:错B:对

答案:对

Becausefocusgroupprovidesrichinsights,onecanusefocusgroupfindingstomakepredictions.

A:对B:错

答案:错

第五章测试

Aconsumer'sunitofpurchaseisanindividualor（

）.

A:unitB:societyC:

collectivityD:family

答案:family

Thepurchasingprocessofconsumersisthetransformationofconsumers'purchasingmotivationinto（

）.

A:purchasingintentionsB:purchasingbehaviorC:purchasingwillpowerD:purchasingpsychology

答案:purchasingbehavior

Factorsinfluencingconsumerbuyingbehaviorinclude（

）.

A:situationalfactorsB:culturalfactorsC:individualfactors

D:socialfactors

答案:situationalfactors;culturalfactors;individualfactors

;socialfactors

Differentsocialclasseshavedifferentpreferencesforthesamekindofconsumergoods.

A:对B:错

答案:对

Malecustomersaremoredecisiveandquickwhenbuyinggoods,whilefemalecustomerstendtochoosecarefully.

A:错B:对

答案:对

第六章测试

Marketsegmentationreferstotheprocessinwhichenterprisesdividethemarketaccordingtothe(

)ofconsumersincertainaspects.

A:heterogeneityB:particularityC:proportionalityD:similarity

答案:heterogeneity

Themostattractivemarketsegmentshouldhavecharacteristicsof（

）

A:HighbarrierstoentryandhighbarrierstoexitB:LowbarrierstoentryandhighbarrierstoexitC:LowbarrierstoentryandlowbarrierstoexitD:Highbarrierstoentryandlowbarrierstoexit

答案:Highbarrierstoentryandlowbarrierstoexit

Whenchoosingtargetmarketstrategy,considerationshouldbegivento（

）.

A:EnterpriseresourceB:ProductattributeC:ProductlifecycleD:Strategiccompetitor

E:Marketcharacteristics

答案:Enterpriseresource;Productattribute;Productlifecycle;Strategiccompetitor

;Marketcharacteristics

Largeusersusuallymakeuponlyasmallpercentageoftotalconsumption,sotheirshareislow.

A:对B:错

答案:错

Thekeytowinningandmaintaininglong-termconsumerspendingistounderstandconsumers'needsandbuyingprocessesmoreaccuratelythancompetitors,andtoprovidethemwithmorevalue.

A:对B:错

答案:对

第七章测试

Theso-calledbidirectionalextensionofproductlinemeansthattheenterpriseoriginallylocatedinthemid-rangeproductmarketwillextendtothetwo(

)directionsofproductlineaftermasteringthemarketadvantage.

A:upanddownB:backandforthC:leftandrightD:eastandwest

答案:upanddown

Peopledonotbuycosmeticstoobtainsomeofitschemicalcomponents,buttoobtainbeauty,fromthispointofview,thebeautificationfunctionthatcosmeticsproductprovideisacaseof（

）.

A:FormproductlayerB:AdditionalproductlayerC:CoreproductlayerD:Potentialproductlayer

答案:Coreproductlayer

Accordingtoconsumers'buyinghabits，productscanbeclassifiedinto（

）.

A:firstaiditemsB:specialtygoodsC:conveniencegoodsD:durablegoodsE:shoppinggoods

答案:specialtygoods;conveniencegoods;shoppinggoods

Productisanimportantfactorinthemarketingmix,andotherfactorssuchasprice,distributionandpromotionmustbedecidedonthebasisofproduct.

A:对B:错

答案:对

Oncethenewproductissuccessfullytestedinthemarket,itmeansthatthenewproductcanbequicklyacceptedbyconsumers,andtheenterprisecanobtainrichprofits.

A:对B:错

答案:错

第八章测试

Inthecaseofoverproduction,facingfiercecompetitionortryingtochangeconsumerdemand,enterprises'mainobjectiveofpricingis（

）.

A:MaximizationofmarketshareB:ProductcostminimizationC:CurrentprofitmaximizationD:Makethecompanysurvive

答案:Makethecompanysurvive

Averagefixedcostistheshareoftotalfixedcostdividedby（

）.

A:productionvolumeB:totalcost

C:averagetotalcostD:variablecosts

答案:productionvolume

Theadvantagesofcost-pluspricinginclude（

）.

A:PricecompetitionmaybeminimizedB:Greatlysimplifiesthepricingprocess

C:Accuratepricing

D:ConducivetoprofitmaximizationE:Feelingfair

答案:Pricecompetitionmaybeminimized;Greatlysimplifiesthepricingprocess

;Feelingfair

Thehighertheunitpriceis,themoreprofitmaximizationcanberealized.

A:错B:对

答案:错

Ifthedemandforagoodiselastic,amoderatereductioninpriceatthistimecanincreasesalesandmayalsoincreaseprofits.

A:错B:对

答案:对

第九章测试

Manufacturersoflowunitcostproductsusuallyselect(

)todistributetheirproducts.

A:retailersB:brokersC:wholesalersD:agents

答案:wholesalers

Amarektingchannlewherethereareonlyalimitednumberofintermediariesatthesamedsitributionstageiscalled().

A:widechannelB:LongchannelC:narrowchannelD:shortchannel

答案:narrowchannel

Themajortypesofretailstoresinclude(

).

A:SupermarketB:DiscountstoreC:DirectsaleTVD:SpecialtystoreE:Conveniencestore

答案:Supermarket;Discountstore;Specialtystore;Conveniencestore

Intenstivedistributionissuitableforshoppinggoodsandspecialtygoods.

A:对B:错

答案:错

Directchannleisthemajortypeofdistributionforconsumergoods.

A:对B:错

答案:错

第十章测试

Whichofthefollowingistrueabouttherelationshipbetweenpromotionandmarketing?(

)

A:PromotionismarketingB:ThekeyofmarketingispromotionC:PromotionisthedevelopmentofmarketingD:Promotionisanintegralpartofmarketingstrategy

答案:Promotionisanintegralpartofmarketingstrategy

Thecoreofthepromotionworkis（   ）.

A:SellingproductsB:BuildinggoodrelationshipsC:Prospectingforcustomers

D:Communication

答案:Communication

Regardingtheclassificationofadvertisingtargets,whichofthefollowingstatementiscorrect?(

)

A:NotificationadvertisingismainlyusedtopromotenewproductsB:PersuasiveadvertisingisimportantinthematurityofaproductC:ReminderadvertisingisveryimportantinthematurityofaproductD:Persuasiveadvertisingisveryimportantinthecompetitiveperiodofproducts

答案:Notificationadvertisingismainlyusedtopromotenewproducts;Reminderadvertisingisveryimportantinthematurityofaproduct;Persuasiveadvertisingisveryimportantinthecompetitiveperiodofproducts

Allthepromotionmeansofenterprisescanbedividedintotwocategories,oneispersonalmarketing,theotheristhemassmarketing.

A:对B:错

答案:对

Duringtheinputperiod,moreadvertisementsshouldbemadetopromotethefunctionsoftheproducts.

A:对B:错

答案:对

第十一章测试

Thekeytodigitallyintegratedmarketingis(

).

A:consumershareB:consumptiongrowthrateC:marketgrowthrateD:marketshare

答案:consumershare

Digitalmarketingistheactivity,setofinsitutions,andprocessesforcreating,communicating,andtransactingvalueforcustomersandotherstakeholdersthrough(

).

A:digitaltechnologyB:mobiletechnologyC:internettechnologyD:socialmedia

答案:digitaltechnology

Themajorplatformsfordigitalmarketinginlcude(

).

A:SocialmediaB:SearchenginesC:WebsitesD:EmailsE:mobiledevice

答案:Socialmedia;Searchengines;