【答案】《市场营销英语》(广东外语外贸大学)章节期末慕克答案

Chapter1MarketingBasicsExam:Chapter11.单选题：Inthisdigitalage,thewaywecommunicate,accessandshareinformation,enjoyentertainmentanddoshoppinghavebeentotally_________andreshaped.

选项：

A、altered

B、toppled

C、changed

D、adjusted

答案：【toppled】2.单选题：Thoughthepost-recessionrecoverybrings________backtoconsumers,theystilltendtobuyless,spendlessandsavemore.

选项：

A、profits

B、benefits

C、advantages

D、means

答案：【means】3.单选题：Afterthe2008financialtsunamianditsaftermath,consumersaremovingfrommindlessto________consumption.

选项：

A、mindful

B、meaningful

C、positive

D、practical

答案：【mindful】4.单选题：Advertisingandsellingareonlythetipofthemarketing______

选项：

A、hamburger

B、icecream

C、iceberg

D、sandwich

答案：【iceberg】5.单选题：Thegoalofmarketingistocreatevalueforcustomersinorderto________value(inmonetaryterms)fromcustomersinreturn.

选项：

A、keep

B、capture

C、take

D、move

答案：【capture】6.单选题：Inanarrowerbusinesscontext,marketinginvolvesbuildingprofitable,_______exchangerelationshipswithcustomers.

选项：

A、value-taken

B、value-token

C、value-laden

D、value-chosen

答案：【value-laden】7.单选题：Businesswillultimately_______therewardsofvaluefromconsumersintheformsofsales,profitsandlong-termcustomerequity.

选项：

A、treat

B、see

C、deliver

D、reap

答案：【reap】8.单选题：Marketingcanbedefinedasthe________bywhichbusinessescreatevalueforcustomersandbuildstrongrelationshipstocapturevaluefromcustomersinreturn.

选项：

A、result

B、process

C、stage

D、point

答案：【process】9.多选题：Whenitcomestomakingpurchasingdecisions,consumerstendtostressmoreonfeatureslike_________,__________and_________.

选项：

A、value-for-money

B、practicality

C、attractiveness

D、durability

答案：【value-for-money;practicality;durability】10.多选题：Today,companiesaresourcingmoresuppliesandcomponentsabroadanddevelopingnewproductsforspecificmarket.Thekeywordshereare:

选项：

A、globalization

B、globalsourcing

C、localization

D、foreignization

答案：【globalization;globalsourcing;localization】11.多选题：Deficiencyneedsinclude:

选项：

A、Esteemneeds

B、Friendshipandlove

C、Securityneeds

D、Physiologicalneeds

答案：【Esteemneeds;Friendshipandlove;Securityneeds;Physiologicalneeds】12.多选题：Safetyneedsinclude:

选项：

A、Physicalsafety

B、Financialsecurity

C、Savingsaccount

D、Disabilityaccommodations

答案：【Physicalsafety;Financialsecurity;Savingsaccount;Disabilityaccommodations】13.多选题：Marketingismoreconcernedwithcreating,building,_________and________relationshipswithcustomers.

选项：

A、gaining

B、maintaining

C、enhancing

D、increasing

答案：【maintaining;enhancing】14.多选题：Marketersseemtoknoweverythingaboutyou,fromyourhabitstoyourpreferences.Theyreachyou________,_________and________.

选项：

A、directly

B、personally

C、interactively

D、promptly

答案：【directly;personally;interactively】15.单选题：Humansneedtofeelasenseofbelongingandacceptanceamongtheirsocialgroups,regardlesswhetherthesegroupsarelargeorsmall.

选项：

A、正确

B、错误

答案：【正确】16.单选题：Belongingneedsmayovercomethephysiologicalandsecurityneeds,dependingonthestrengthofthepeerpressure.

选项：

A、正确

B、错误

答案：【正确】17.单选题：Peopleoftenengageinaprofessionorhobbytogainrecognitionandrespect.

选项：

A、正确

B、错误

答案：【正确】18.单选题：Peoplewithlowself-esteemoftenneedrespectfromothers.

选项：

A、正确

B、错误

答案：【正确】19.单选题：Theultimatepurposeofdevelopingnewproductsistosatisfycustomerneeds.

选项：

A、正确

B、错误

答案：【正确】20.单选题：Theneedforself-actualizationisplacedatthemiddleofMaslow’sHierarchyofNeeds.

选项：

A、正确

B、错误

答案：【错误】21.单选题：Ifthese‘deficiencyneeds’arenotmet,theindividualwillfeelanxiousandtense.

选项：

A、正确

B、错误

答案：【正确】22.单选题：Needsofdifferentlevelsshouldbemetonebyone,levelbylevel.

选项：

A、正确

B、错误

答案：【错误】23.单选题：Non-profitorganizationssuchasuniversitiesandcollegesshouldnotshowanyinterestinmarketing.

选项：

A、正确

B、错误

答案：【错误】24.单选题：Consumersarebecomingmoreawareoftheimportanceofenvironmentalprotectionandpayingmoreattentiontotheissueofsustainability.

选项：

A、正确

B、错误

答案：【正确】25.单选题：Inadjustingtotheneweconomy,somecompaniesmaybeunwillingtocuttheirmarketingbudgets.

选项：

A、正确

B、错误

答案：【错误】26.单选题：Inthisnewcentury,themarketinglandscapeisalreadychanged,andalltraditionalmarketingapproachesarenotapplicableanymore.

选项：

A、正确

B、错误

答案：【错误】27.单选题：Whatmarketersneedtodoistoconstructaseller-drivenmarketingstrategy.

选项：

A、正确

B、错误

答案：【错误】28.单选题：Traditionally,manypeoplethinkofmarketingasonlyadvertisingandselling.Butinthisnewcentury,marketingmustbeunderstoodinthesenseofsatisfyingcustomerneeds.

选项：

A、正确

B、错误

答案：【正确】29.单选题：Makingcutsinthewrongplacescanhurtandevendamagethebrand’slong-termimageandcustomerrelationship.

选项：

A、正确

B、错误

答案：【正确】30.单选题：Forward-lookingcompaniesreadilyaccepttheirresponsibilitiestotheworldaroundthemandviewsustainablemarketingasanopportunitytodowellbydoinggood.

选项：

A、正确

B、错误

答案：【正确】Chapter2CompanyandMarketingstrategyExam:Chapter21.单选题：Theobjectiveofbusinessportfolioanalysis,asstatedbefore,istofindoutthemostprofitableor_______productsorbrands,andputstronginvestmentintothem.

选项：

A、attractive

B、valuable

C、popular

D、promising

答案：【promising】2.单选题：_______refertorepresentSBUshavinglargemarketshareinafast-growingindustry.

选项：

A、Stars

B、Cashcows

C、Dogs

D、QuestionmarksorProblemChildren

答案：【Stars】3.单选题：________refertoproductswithlowgrowthrateandsmallmarketshare.

选项：

A、Stars

B、Cashcows

C、Dogs

D、QuestionmarksorProblemChildren

答案：【Dogs】4.单选题：Whencashcowslosetheirappealandmovetowardsdeterioration,thena___________policymaybepursued.

选项：

A、retrenchment

B、paucity

C、absence

D、reduction

答案：【retrenchment】5.单选题：AcompanycanpursueoneofthefourstrategiesforeachSBU.ItcaninvestmoreintheSBUto_______itsshare.

选项：

A、reduce

B、build

C、distribute

D、add

答案：【build】6.单选题：Promotionisbasicallyakindof_______.

选项：

A、Advertising.

B、Discussion.

C、Communication.

D、Brainwashing.

答案：【Communication.】7.多选题：Whatelementsshouldbetakenintoconsiderationwhenitcomestomakingproductdecisions?

选项：

A、Productdesign.

B、Branding.

C、Productlifecycleissues.

D、Productquality.

答案：【Productdesign.;Branding.;Productlifecycleissues.;Productquality.】8.多选题：Inordertoimproveproductaccessibility,thefollowingtacticscanbeconsidered:

选项：

A、Selectivedistribution.

B、Intensivedistribution.

C、Franchising.

D、Exclusivedistribution.

答案：【Selectivedistribution.;Intensivedistribution.;Franchising.;Exclusivedistribution.】9.多选题：Whenabusinessplanstosendmessagesviasocializingappstomakeabuzz,itneedstoconsider:

选项：

A、Messagestrategy.

B、Channelstrategy.

C、Messagefrequency.

D、Price

答案：【Messagestrategy.;Channelstrategy.;Messagefrequency.】10.多选题：Promotionalmixincludesactivitieslike:

选项：

A、advertising.

B、publicrelations

C、personalselling

D、salespromotion

答案：【advertising.;publicrelations;personalselling;salespromotion】11.单选题：Strategyisimportantbecausetheresourcesavailablearesufficient,andhowtoutilizethemisverycriticaltothesuccessofbusiness.

选项：

A、正确

B、错误

答案：【错误】12.单选题：Managerialmarketingisfocusedontheimplementationofspecifictargets.

选项：

A、正确

B、错误

答案：【正确】13.单选题：Themarketleaderstendtoadoptamoreoffensiveposturesincetheyneedtoprotecttheirmarketposition.

选项：

A、正确

B、错误

答案：【正确】14.单选题：Strategicmarketingisfocusedontheimplementationofspecifictargets.

选项：

A、正确

B、错误

答案：【错误】15.单选题：Marketingstrategyhasthefundamentalgoalsofincreasingsales.

选项：

A、正确

B、错误

答案：【正确】16.单选题：AlfredChandlerwrotein1962thatstrategyisthedeterminationofthebasicshort-termgoalsofanenterprise,andtheadoptionofcoursesofaction,andtheallocationofresourcesnecessaryforcarryingoutthesegoals.

选项：

A、正确

B、错误

答案：【错误】17.单选题：Managingsuchahugeportfolioprofitablytakesjustexperienceandexpertise.

选项：

A、正确

B、错误

答案：【错误】18.单选题：Starsarethecorporation’skeysourceofnetcashinflow,andarespecificallythecorebusiness.

选项：

A、正确

B、错误

答案：【错误】19.单选题：AprevalentcriticismaboutBCGMatrixisthatmarketgrowthisnottheonlyindicatorforattractivenessofamarket,andhighmarketshareisnottheonlysuccessfactor.

选项：

A、正确

B、错误

答案：【正确】20.单选题：Astimepasses,SBUsmaychangetheirpositionsinthegrowth-sharematrix.

选项：

A、正确

B、错误

答案：【正确】21.单选题：Thebestbusinessportfolio,however,isbelievedtobeabletofitthecompany’sstrengthsandweaknesses,andreadythecompanyformarketopportunities.

选项：

A、正确

B、错误

答案：【正确】22.单选题：Aproductisaneedforaproblem.

选项：

A、正确

B、错误

答案：【错误】23.单选题：Marketcoverageisrelatedtotheconvenienceofbuying.

选项：

A、正确

B、错误

答案：【正确】24.单选题：McCarthy'stheoryistheonlyoneadoptedindescribingmarketingmix.

选项：

A、正确

B、错误

答案：【错误】25.单选题：Traditionallyaproductisdescribedasatangibleitemthatcansatisfyacustomer'sspecificneed.

选项：

A、正确

B、错误

答案：【正确】26.单选题：Themarketnichersoccupyasmallsegmentofthemarketandattempttobuildstrongtieswiththeircustomersviatheprovisionofhigh-qualityproductsandsuperiorafter-salesservices.

选项：

A、正确

B、错误

答案：【正确】27.单选题：Marketingstrategiesareplannedandshouldalwaysbefollowedstrictly.

选项：

A、正确

B、错误

答案：【错误】28.单选题：Themarketfollowersarelessaggressiveandtendtomaintaintheirmarketpositionthroughpricereduction.

选项：

A、正确

B、错误

答案：【正确】29.单选题：Themarketchallengersarewillingtotakemorerisks,sincetheyneedtogainmoremarketshares.

选项：

A、正确

B、错误

答案：【正确】30.Aproductisa_______toaproblem.

答案：【solution】Chapter3AnalysingtheMarketingEnvironmentExam:Chapter31.单选题：InSWOTanalysis,Srefersto:

选项：

A、Strategy.

B、Scale.

C、Simile.

D、Strength.

答案：【Strength.】2.单选题：The________departmentfurnishesinformationoncustomercharacteristics,salestransactions,andwebsitevisits.

选项：

A、marketing

B、customerservice

C、accounting

D、sales

答案：【marketing】3.单选题：Manycompanieshaveevenappointedchieflisteningofficers（CLO）to_______onlinecustomerconversationsandpassalongkeyinsightstomarketingdecisionmakers.

选项：

A、collect

B、evaluate

C、siftthrough

D、review

答案：【siftthrough】4.单选题：Marketingresearchersshouldbeabletoperform_________andfindoutthestoriesbehindthedata,andprovideclearanswerstopracticalquestionsbasedontheinsightsgained.

选项：

A、datacollection

B、datamining

C、dataanalysis

D、dataprocessing

答案：【datamining】5.多选题：Onceyou'veidentifiedyourrisks,youcantrythefollowing:

选项：

A、toeliminatetheinternalweaknessbyassigningcompanyresourcestofixtheproblems;

B、toreducetheexternalthreatbyabandoningthethreatenedareaofbusiness;

C、toavoidinputtingresourcesintointernalweaknesses;

D、toimproveemploymentrate

答案：【toeliminatetheinternalweaknessbyassigningcompanyresourcestofixtheproblems;;toreducetheexternalthreatbyabandoningthethreatenedareaofbusiness;】6.多选题：Examplesofareastypicallyconsideredasstrengthsandweaknessesinclude:

选项：

A、Financialresources

B、Physicalresources

C、Humanresources

D、Accesstonaturalresources

答案：【Financialresources;Physicalresources;Humanresources;Accesstonaturalresources】7.多选题：However,thegrowinguseofmarketingintelligencealsoraisesethicalissuessuchas___________and_________.

选项：

A、privacyviolation

B、publicviolation

C、commercialespionage

D、commercialdispute

答案：【privacyviolation;commercialespionage】8.多选题：Externalfactorstypicallyinclude:

选项：

A、markettrends

B、economictrends

C、funding

D、demographicchanges

答案：【markettrends;economictrends;funding;demographicchanges】9.多选题：Usefulopportunitiescancomefromsuchthingsas:

选项：

A、changesintechnologyandmarketsonbothabroadandnarrowscale

B、changesingovernmentpoliciesrelatedtoyourfield

C、changesinsocialpatterns

D、lifestylechanges

答案：【changesintechnologyandmarketsonbothabroadandnarrowscale;changesingovernmentpoliciesrelatedtoyourfield;changesinsocialpatterns;lifestylechanges】10.多选题：Customerinsightisthein-depthknowledge,orinotherwords,comprehensiveandthoroughunderstandingofyourcustomers,basedontheir__________.

选项：

A、buyingbehaviours

B、experiences

C、beliefs

D、needs

答案：【buyingbehaviours;experiences;beliefs;needs】11.单选题：Customerinsightisamulti-viewofyourcustomersobtainedfromastrategicanalysisofquantitativedataofcustomerbehaviours.

选项：

A、正确

B、错误

答案：【错误】12.单选题：Inordertogaingoodcustomerinsights,marketersmusteffectivelycollectmarketinginformationbyusinganarrayoftechniques.

选项：

A、正确

B、错误

答案：【正确】13.单选题：Inthishigh-techera,itisnotadifficulttasktocollectenoughinformationandtouseinformationeffectively.

选项：

A、正确

B、错误

答案：【错误】14.单选题：Goodmarketingintelligencecanhelpmarketersgaininsightsintohowconsumerstalkaboutandconnectwiththeirbrands.

选项：

A、正确

B、错误

答案：【正确】15.单选题：Weaknessesrefertocharacteristicsofthebusinessthatplacethebusinessatadisadvantagerelativetoothers.

选项：

A、正确

B、错误

答案：【正确】16.单选题：Ifallyourcompetitorsprovidehighqualityproducts,thenahigh-qualityproductionprocessisnotastrengthinyourorganization'smarket.

选项：

A、正确

B、错误

答案：【正确】17.单选题：Opportunitiesrefertoelementsintheenvironmentthatthebusinesscouldexploittoitsadvantage.

选项：

A、正确

B、错误

答案：【正确】18.单选题：Threatsrefertoelementsintheenvironmentthatcouldcausetroubleforthebusiness.

选项：

A、正确

B、错误

答案：【正确】19.单选题：Itiswellrecognizedthatadequatecustomerinformationcancontributegreatlytogoodproductsandmarketingprograms.

选项：

A、正确

B、错误

答案：【正确】20.TheultimatepurposeofSWOTanalysisistohelpyoutake______ofyourresourcesandcompetitiveness.

答案：【advantage】Chapter5UnderstandingCustomersandBuyerBehaviourExam:Chapter51.单选题：Thebuyer’scharacteristicswhichmayinfluencehowheorshewill________orreacttothestimuli.

选项：

A、perceive

B、think

C、assume

D、appreciate

答案：【perceive】2.单选题：__________areasociety’srelativelypermanentandordereddivisionswhosememberssharesimilarvalues,interests,andbehaviours.

选项：

A、Cultures

B、Values,beliefsandattitudes

C、Socialclasses

D、Personalfactors

答案：【Socialclasses】3.单选题：_________isaperson’swayoflivingasexpressedinhisorherpsychographics.Itinvolvesaperson’sactivities,interestsandopinions.

选项：

A、Hobby

B、Lifestyle

C、Socialstatus

D、Life-cycle

答案：【Lifestyle】4.单选题：Ina__________,thebuyerreorderswithoutmakinganymodifications.

选项：

A、newtask

B、modifiedrebuy

C、straightbuy

D、straightrebuy

答案：【straightrebuy】5.单选题：In_________,companiesputtheirpurchasingrequestsonlineandinvitesupplierstobidforthebusiness.

选项：

A、reverseauctions

B、onlinetradingexchanges

C、extranetlinkwithsuppliers

D、companybuyingsites

答案：【reverseauctions】6.单选题：Businessbuyersusuallyfacemorecomplexbuyingdecisionsandlongerandmore________decisionprocess.

选项：

A、difficult

B、sensitive

C、regulated

D、formalized

答案：【formalized】7.单选题：Largebusinesspurchasesusuallycallfordetailedproductspecifications,writtenpurchaseorders,carefulsearchesandformal________.

选项：

A、approvals

B、agreements

C、consents

D、proofs

答案：【approvals】8.单选题：B2Bmarketersmayrolluptheir________andworkcloselywiththeirbusinesscustomersduringallstagesofthebuyingprocess.

选项：

A、trousers

B、sleeves

C、shirts

D、suits

答案：【sleeves】9.单选题：Anappealingadvertisementorawarmdiscussionwithyourfriends,mighttriggeryourdesiretobuyacar.Thisiscalled________.

选项：

A、internalstimuli

B、internalimpulse

C、externalstimuli

D、externalimpulse

答案：【externalstimuli】10.单选题：__________meanshowconsumerprocessinformationtochooseamongalternativebrands.

选项：

A、Needrecognition

B、Informationsearch

C、Alternativeevaluation

D、Purchasedecision

答案：【Alternativeevaluation】11.单选题：Whichofthefollowingisasocialfactorthatinfluencesconsumerbuyingbehaviour?

选项：

A、family

B、life-cyclestage

C、economicsituation

D、personality

答案：【family】12.单选题：Culturalfactorsexertdeepand_______influenceonconsumerbehaviours.

选项：

A、little

B、profound

C、moderate

D、proper

答案：【profound】13.单选题：Whenmarketerswanttopromotetheirproductsandservicesthroughword-of-mouthmarketingprograms,theytypicallybeginby________.

选项：

A、pushingone-waycommercialsatcustomers

B、identifyingandtargetinglateadopters

C、developingprintandradioadvertisements

D、generatingperson-to-personbrandconversations

答案：【generatingperson-to-personbrandconversations】14.单选题：Whichofthefollowingisapersonalfactorthatinfluencesaconsumer'sbuyingbehaviour?

选项：

A、life-cyclestage

B、motivation

C、status

D、family

答案：【life-cyclestage】15.单选题：Amarketingfirmhasbeenassignedthetaskofwatchingtrendsinpersonalincome,savings,andinterestrates.Themarketingfirmismostlikelygatheringinformationaboutconsumers'________.

选项：

A、socialnetworkusagerates

B、economicsituations

C、occupationalneeds

D、purchasingperceptions

答案：【economicsituations】16.单选题：Themosteffectivesourcesofinformationaboutaproducttendtobe________sources.

选项：

A、commercial

B、public

C、experimental

D、personal

答案：【personal】17.多选题：Withintheorganization,buyingactivityconsistsoftwomajorparts:,__________and_______.

选项：

A、thebuyinglocation

B、thebuyingcentre

C、thebuyingprocedure

D、thebuyingdecisionprocess

答案：【thebuyingcentre;thebuyingdecisionprocess】18.多选题：Consumersmayobtaininformationfrommanysources,including:

选项：

A、personalsources

B、commercialsources

C、publicsources

D、experientialsources

答案：【personalsources;commercialsources;publicsources;experientialsources】19.多选题：Manycharacteristicsmayinfluencebuyer’sperceptionsandresponses.Themajorcategoriesofcharacteristicsinclude:______.

选项：

A、culturalcharacteristics

B、socialcharacteristics

C、personalcharacteristics

D、psychologicalcharacteristics

答案：【culturalcharacteristics;socialcharacteristics;personalcharacteristics;psychologicalcharacteristics】20.单选题：Themodifiedrebuyiswhenacompanyplanstobuyaproductorserviceforthefirsttime.

选项：

A、正确

B、错误

答案：【错误】21.单选题：Businessbuyersrespondtobotheconomicfactors,notpersonalfactors.

选项：

A、正确

B、错误

答案：【错误】22.单选题：AchildinAmericaistypicallytaughtthevaluesofcollectivism,personalsuccessandachievement,frugality,materialandmentalenjoymentandfilialobediencetoparents.

选项：

A、正确

B、错误

答案：【错误】23.单选题：Word-of-mouth,whicharewordsfromsmallgroupsorothersocialmembers,canhaveapowerfulimpactonconsumerbuyingbehaviour.

选项：

A、正确

B、错误

答案：【正确】24.单选题：Accordingtotraditionalresearches,familymemberscanstronglyinfluencebuyerbehaviour.

选项：

A、正确

B、错误

答案：【正确】25.单选题：One’soccupationandeconomicsituation,whichareoftenindependentfromeachother,affectconsumer’spreferencesandchoices.

选项：

A、正确

B、错误

答案：【错误】26.单选题：Itisnotdifficulttofindoutwhat,whereandhowmuchconsumersbuy,butthewhysarethehardesttoanswer.

选项：

A、正确

B、错误

答案：【正确】27.单选题：Inlargebusinessmarkets,alargenumberofbuyersaccountformostthepurchasing.

选项：

A、正确

B、错误

答案：【错误】28.单选题：Businessdemandisakindofderiveddemand:itultimatelyderivesfromthedemandforconsumergoods.

选项：

A、正确

B、错误

答案：【正确】29.单选题：Howconsumersgoaboutevaluatingpurchasealternativesdependsontheindividualsandthespecificbuyingsituation.

选项：

A、正确

B、错误

答案：【正确】30.单选题：Inthebuyerdecisionprocess,marketer’sjobendswhencustomer’spurchasedecisionismadeandtheproductissold.

选项：

A、正确

B、错误

答案：【错误】Chapter6DesigningaCustomer-drivenMarketingStrategyExam:Chapter61.单选题：Usinga(n)_________marketing(ormassmarketing)strategy,afirmmightverypossiblydecidenottotargetaspecificsegmentbutthewholemarket.

选项：

A、differentiated

B、undifferentiated

C、concentrated

D、segmented

答案：【undifferentiated】2.单选题：Colgateofferstoothpastestoitscustomerswithdifferentneedslikesensitivity,whitening,andlaunchesdifferenttoothpastesbrands.Thisiscalled________marketing.

选项：

A、mass

B、differentiated

C、undifferentiated

D、concentrated

答案：【differentiated】3.多选题：Aloyaltycardcanalsobenamedas:

选项：

A、Clubcard

B、Rewardscard

C、Pointscard

D、Advantagecard

答案：【Clubcard;Rewardscard;Pointscard;Advantagecard】4.多选题：Attheendofacertainperiod,say,onefiscalyear,thecustomercangenerallyredeemthepointsintheloyaltycardforsome:

选项：

A、Coupons

B、Vouchers

C、Gifts

D、Cash

答案：【Coupons;Vouchers;Gifts】5.多选题：Whenitcomestochoosingatargetingstrategy,companiesneedtoconsidermanyfactorswhichinclude:

选项：

A、resourcesofthecompany

B、marketvariability

C、competitors’marketingstrategies

D、competitors'products

答案：【resourcesofthecompany;marketvariability;competitors’marketingstrategies】6.多选题：Inevaluatingdifferentmarketsegments,acompanymustpayattentiontothreefactors.Theyare:

选项：

A、Companyobjectivesandresources

B、Companysize

C、Segmentstructuralattractiveness

D、Segmentsize

答案：【Companyobjectivesandresources;Segmentstructuralattractiveness;Segmentsize】7.多选题：Asegmentislessattractive,if___________.

选项：

A、ithasfewstrongandaggressivecompetitors

B、itisrelativelydifficultfornewcomerstoenter

C、itisalreadypackedwithmanystrongandaggressivecompetitors

D、itistooeasyfornewcomerstoenter

答案：【itisalreadypackedwithmanystrongandaggressivecompetitors;itistooeasyfornewcomerstoenter】8.单选题：Beingloyalmeansbeingfirmandnotchanginginyoursupportforaperson,aproduct,acompany,anorganizationorabrand.

选项：

A、正确

B、错误

答案：【正确】9.单选题：Customerloyaltyreferstothetendencytorepurchaseaparticularproduct,serviceorbrandorrevisitaparticularcompanyshoporwebsitemanytimes.

选项：

A、正确

B、错误

答案：【正确】10.单选题：Modernmarketersseldomadoptundifferentiatedmarketing(ormassmarketing)strategy.

选项：

A、正确

B、错误

答案：【正确】11.单选题：Whenusingaconcentratedmarketingornichemarketingstrategy,afirmgoesafterasmallshareofalargemarket.

选项：

A、正确

B、错误

答案：【错误】12.单选题：Concentratedmarketingcanbehighlyprofitablewithlowrisks.

选项：

A、正确

B、错误

答案：【错误】13.单选题：Ifthesegmentconsistsofbuyerswithdifferenttastes,likeinthecaseofsoftdrink,thenitisadvisabletochooseundifferentiatedmarketing.

选项：

A、正确

B、错误

答案：【错误】14.单选题：Somecriticsseethelowerpricesandrewardsasbribestomanipulatecustomerloyaltyandpurchasingdecisions,orinthecaseofinfrequentspenders,ameansofsubsidizingthem.

选项：

A、正确

B、错误

答案：【正确】15.单选题：Someinstituteswarnthatcommercialuseofthepersonaldatacollectedaspartoftheprogrammeshasthepotentialforabuse.

选项：

A、正确

B、错误

答案：【正确】16.单选题：Loyalcustomerstendtobuymoreandbuymoreexpensiveproducts.

选项：

A、正确

B、错误

答案：【正确】17.单选题：Loyalcustomersarewillingtointroducetheirfavouritebrandstofriends,colleaguesandrelatives,causingtheeffectofadefactowordofmouthmarketing.

选项：

A、正确

B、错误

答案：【正确】18.单选题：Beingficklemeansbeingfirminsupportforaperson,abrandoracompany.

选项：

A、正确

B、错误

答案：【错误】19.单选题：B2B(Business-to-business)loyaltyprogramsrewardbusinessesfortheirpurchaseofgoodsandservicesfromsuppliers.

选项：

A、正确

B、错误

答案：【正确】20.单选题：ACORN,whichisshortforAClassificationOfResidentialNeighbourhoods,usesresidentialareasandrelatedpropertypricestoclassifypeople.

选项：

A、正确

B、错误

答案：【正确】21.单选题：ABCsocio-economiccategoriesusespeople’sincomelevels,professionsandsocialstatustogroupthem.

选项：

A、正确

B、错误

答案：【正确】22.单选题：MarketersalsousethedatatobuildupaCustomerProfile:theimageofatypicalconsumer.

选项：

A、正确

B、错误

答案：【正确】23.单选题：Marketsegmentationisoneveryprimaryandessentialstepinmarketanalysis.

选项：

A、正确

B、错误

答案：【正确】24.单选题：Asegmentofsomethingisonepartofitconsideredseparatelyfromtherest.

选项：

A、正确

B、错误

答案：【正确】25.单选题：Ifacompanysegmentsamarket,itdividesitintoseparateparts,usuallyinordertomorepreciselyidentifythetargetconsumersandimprovemarketingopportunities.

选项：

A、正确

B、错误

答案：【正确】26.单选题：Thereisnotasinglecompanythatiscapableenoughtodevelopaproductthatcansatisfyalltheconsumersinthisworld.

选项：

A、正确

B、错误

答案：【正确】27.单选题：Consumerscanalsobegroupedaccordingtotheirpsychographicfeatureslikelifestyles,personalities,valuesandattitudestolife.

选项：

A、正确

B、错误

答案：【正确】28.单选题：Acompanyshouldonlyentersegmentsinwhichitcancreatesuperiorcustomervalueandgainadvantagesoveritscompetitors.

选项：

A、正确

B、错误

答案：【正确】29.单选题：Thoseconsumerswithsimilarneeds,behavioursandpreferencescanbegroupedtogethertofromdifferentsmallersegments.

选项：

A、正确

B、错误

答案：【正确】30.单选题：Differentcompaniesmayadoptexactlythesameapproachestomarketsegmentation.

选项：

A、正确

B、错误

答案：【错误】Chapter8NewProductDevelopmentandProductLife-CycleStrategiesExam:Chapter81.单选题：___________meanswhenthenewproductideashouldbeabletosurviveinthemarket.

选项：

A、Sellingpoints

B、Technicalfeasibility

C、Profitability

D、Marketviability

答案：【Marketviability】2.单选题：Onceaproductconceptandrelatedmarketingstrategyaredetermined,marketerscanevaluatethe___________oftheproposednewproduct.

选项：

A、businesspotential

B、businessattractiveness

C、businessopportunity

D、businessappeal

答案：【businessattractiveness】3.单选题：TheR&Ddepartmentwilldevelopandtestoneormorephysicalversionsoftheproductconcept.Developingasuccessful_________,however,cantakedays,weeks,monthsorevenyears.

选项：

A、model

B、prototype

C、proposal

D、type

答案：【prototype】4.单选题：___________istheprocessofintroducinganewproductorproductionmethodintocommerce—makingitavailableonthemarket.

选项：

A、Marketingstrategydevelopment

B、Businessanalysis

C、Productdevelopment

D、Commercialisation

答案：【Commercialisation】5.单选题：Theproductlifecycleisnormallydividedintofourstages,namely:introduction,growth,______anddecline.

选项：

A、automation

B、adulthood

C、maturity

D、congestion

答案：【maturity】6.单选题：Whatis/arethefunction(s)/purpose(s)ofdevelopingnewproducts?

选项：

A、Toreplacetheoldones

B、Tolengthentheproductline

C、Toenrichtheproductmix

D、Alltheabove

答案：【Alltheabove】7.多选题：Thefollowingareexamplesoftangibleproducts:

选项：

A、Clothes

B、Mobilephone

C、Toys

D、Cars

答案：【Clothes;Mobilephone;Toys;Cars】8.多选题：Thefollowingbelongtothecategoryofintangibleproducts:

选项：

A、Healthcare

B、Financialservices

C、Airlineservices

D、Hospitalityservice

答案：【Healthcare;Financialservices;Airlineservices;Hospitalityservice】9.多选题：Marketsaturationandstiffcompetitionwillleadto:

选项：

A、Dwindlingproductpopularity

B、Shrinkingmarketshare

C、Plummetingprices

D、Increasingbrandloyalty

答案：【Dwindlingproductpopularity;Shrinkingmarketshare;Plummetingprices】10.多选题：Ideascreeningisdefined