Marketing(市场营销学)（江南大学）知到智慧树章节测试掌握度答案

第一章单元测试1【单选题】(2分)根据管理大师彼得·德鲁克（PeterDrucker）的说法，“营销的目的是（）。A.强调客户想要而不是客户需求B.使销售变得不必要C.公司利润最大化D.满足不切实际的客户期望正确答案：B2【单选题】(2分)根据营销过程的五步模型，以下哪项是为客户创造价值的第三步（）？A.建立有利可图的关系并创造客户满意度B.构建提供卓越价值的整合营销计划C.设计以客户为导向的营销策略D.了解市场和客户需求正确答案：B3【单选题】(2分)欲望是由（）和个体个性塑造的人类需求。A.生活方式B.卡特鲁尔C.购买力D.年龄正确答案：B4【单选题】(2分)从广义上讲，营销被定义为一个社会和管理过程，个人和组织通过这个过程获得他们需要和想要的东西（）。A.制造效率B.研究与开发C.价值创造与交换D.创新与创造力正确答案：C5【单选题】(2分)最准确的说法是，当客户购买产品时，他们会根据（）来判断价值和成本。A.感知价值B.公司形象C.客户终身价值D.客观价值正确答案：A第二章单元测试1【单选题】(2分)您制造和销售农药和化肥。您文中提到的以下自然环境趋势中哪一个值得关注（）？A.原材料短缺B.酸雨增加C.污染增加D.加强政府干预正确答案：C2【单选题】(2分)一个社会塑造其基本价值观、观念、偏好和行为的制度和其他力量是其（）环境。A.技术B.社交C.文化D.天然正确答案：C3【单选题】(2分)银行、信贷公司、保险公司和其他帮助为交易融资或为与商品和服务买卖相关的风险提供保险的企业被称为（）。A.经销商或批发商B.金融中介机构C.实体分销公司D.营销服务机构正确答案：B4【单选题】(2分)哪一类公众是电视台，刊登有关您所在地区的新闻、特写和编辑意见（）？A.公民行动B.媒体C.财务D.本地正确答案：B5【单选题】(2分)消费者组织、环保组织或少数群体对贵公司在当地问题上的立场提出了质疑。这是（）公众的一个例子。A.总则B.本地C.政府D.公民行动正确答案：D6【单选题】(2分)您的广告公司目前正在研究目标市场的性别、教育、位置、年龄和职业。这个环境叫什么（）？A.人口统计B.地理C.心理D.产品用途正确答案：A7【单选题】(2分)根据恩斯特·恩格尔的研究，随着收入的增加，人们在食物上的花费比以前高出（）。A.下B.高得多C.低得多D.更高正确答案：A8【单选题】(2分)关于自然环境，营销人员感兴趣的主要趋势是（）。A.原材料短缺B.回收利用的增加C.三者都是D.反对滥用的抗议者人数正确答案：A第三章单元测试1【单选题】(2分)（）是为手头问题以外的其他目的收集的数据。A.主要数据B.虚拟数据C.观测数据D.二次数据正确答案：D2【单选题】(2分)探索性研究是（）。A.通常以非正式的方式进行，以产生见解。B.难以进行，因为研究人员需要复杂的统计分析技能。C.B和C.D.主要是关于进行焦点小组研究。正确答案：A3【单选题】(2分)（）通常是对小样本和不具代表性的样本进行的，研究结果不能推广到研究中的目标人群。A.因果研究B.描述性研究C.定性研究D.结论性研究正确答案：C4【单选题】(2分)（）当研究问题试图描述市场现象，识别关系或做出预测时特别有用。A.探索性研究B.因果研究C.描述性研究D.主观研究正确答案：C5【单选题】(2分)如果研究人员想知道学生的学习效果是否受到一天中的时间的影响，以下哪种研究设计最合适（）？A.描述性研究B.探索性研究C.因果研究D.二次研究正确答案：C第四章单元测试1【单选题】(2分)当客户参与购买较低但感知到显着的品牌差异时，他们很可能会参与（）。A.复杂的购买行为B.减少不和谐的购买行为C.寻求多样性的购买行为D.习惯性购买行为E.消费者种族中心主义正确答案：C2【单选题】(2分)人们倾向于仅仅因为他们熟悉事物而对事物产生偏好。这种趋势的原因称为（）。A.数字游戏B.符合性C.锚定效应D.支付的痛苦E.单纯的暴露效应正确答案：E3【单选题】(2分)每种文化都包含较小的（）或基于共同生活经历和情况的共同价值体系的人群。A.单一栽培B.社交网络C.参考群体D.文化普遍性E.亚文化正确答案：E4【单选题】(2分)当我们喜欢的人或事参与负面新闻时，我们大多数人选择为他们辩护，即使知道错误。这是因为（）。A.认知失调B.炫耀性消费C.consumercapitalismD.消费者种族中心主义E.需要认可正确答案：A5【单选题】(2分)Whichofthefollowingproductcharacteristicsreferstothedegreetowhichtheinnovationappearssuperiortoexistingproducts（）?A.communicabilityB.divisibilityC.relativeadvantageD.compatibilityE.complexity正确答案：C第五章单元测试1【单选题】(2分)“Manycompaniestodayarelocalizingtheirproducts,advertising,promotion,andsalesefforttofittheneedsofindividualregions,cities,andneighborhoods”Thisisanexampleof_________.（）A.behavioralsegmentationB.psychographicsegmentationC.demographicsegmentationD.geographicsegmentation正确答案：D2【单选题】(2分)Witha(n)________marketingstrategy,afirmgoesafteralargeshareofoneorafewsmallerniches.（）A.differentiatedB.concentratedC.undifferentiatedD.individual正确答案：B3【单选题】(2分)Asegmentislessattractiveifit________.（）A.alreadycontainsmanystrongandaggressivecompetitorsB.containsweaksuppliersC.isdifficultfornewentrantstoenterD.issubstantial正确答案：A4【单选题】(2分)Through________differentiation,brandscanbedifferentiatedonfeatures,performance,orstyleanddesign.（）A.serviceB.channelC.peopleD.product正确答案：D5【单选题】(2分)________positioninginvolvesprovidingthemostupscaleproductorserviceandchargingahigherpricetocoverthehighercosts.（）A.MoreforlessB.MoreformoreC.MoreforthesameD.Sameforless正确答案：B第六章单元测试1【多选题】(2分)Productsincludetangiblegoods,andservices_______,events,people,places,organisations,ideas,oramixtureofthese.（）A.EventsandpeopleB.IdeasC.PlacesandorganizationD.Mixtureofthese正确答案：ABCD2【多选题】(2分)Threelevelsofproductsandservicesinclude______.（）A.ThecentralproductB.AnaugmentproductC.AnactualproductD.Thecorecustomervalue正确答案：BCD3【多选题】(2分)Marketershavealsodividedproductsandservicesintotwobroadclassesbasedonthetypesofcustomersthatusesuchproducts:________.（）A.consumergoodsB.tangiblegoodsC.intangiblegoodsD.industrialgoods正确答案：AD4【多选题】(2分)Whydobrandsmattertofirms?（）A.Brandsarevaluablepiecesoflegalproperty,capableofattractingmanyloyalconsumersandofinfluencingpotentialconsumersB.Brandingcanbeviewedasapowerfulmeanstosecurecompetitiveadvantage.C.Brandscanalsoprovideacertainlevelofasignalofquality,facilitatingsatisfiedconsumerstoeasilychoosetheproductagain.D.Abrandcanhaveintellectualpropertyrights,offeringlegaltitletothebrandowner.正确答案：ABCD5【多选题】(2分)Whydothesecompaniesrequireco-branding?（）A.reducethecostofproductintroductionB.somebrandscanborrowthenecessaryexpertiseC.leverageequitytheydonothaveD.protecttheirproperty正确答案：ABC第七章单元测试1【单选题】(2分)Whatsetstheceilingforproductprices?（）A.customerperceptionsoftheproduct'svalueB.productmanufacturingcostsC.break-evenvolumeD.sellers'perceptionsoftheproduct'svalueE.variablecosts正确答案：A2【单选题】(2分)Whatsetsthefloorforproductprices?（）A.advertisingbudgetsB.marketcompetitionC.competitors'strategiesD.consumerperceptionsoftheproduct'svalueE.productcosts正确答案：E3【单选题】(2分)Whichofthefollowingistrueaboutthedemandcurve?A.Itisusedtoillustratetheeffectofpriceonthequantitysupplied.B.Itshowsthequantityofproductcustomerswillbuyinamarketduringaperiodoftimeevenifotherfactorschange.C.Itusuallyslopesupwardandtotheright.D.Itshowstherelationshipbetweenproductdemandandproductprice.E.Itisalwaysgraphicallydepictedbyastraightline.正确答案：D4【单选题】(2分)Companiesthatsetalowpriceforanewproductinordertoattractalargenumberofbuyersandalargemarketshareareusingthe________strategy.（）A.inclusivepricingB.exclusivepricingC.market-penetrationpricingD.market-skimmingpricingE.cost-pluspricing正确答案：C5【单选题】(2分)A(n)________isastraightreductioninpriceonpurchasesduringastatedperiodoftimeoroflargerquantities.（）A.discountB.allowanceC.taxcreditD.freesample正确答案：A第八章单元测试1【多选题】(2分)Forsomeintermediaries,theysearchforcustomersandmaynegotiateontheproducer’sbehalfbutdonottaketitletothegoods.Wecallthem________.（）A.RetailersB.WholesalersC.BrokersD.Manufacturer’srepresentatives正确答案：CD2【多选题】(2分)Whythechannelmanagementisimportant?（）A.Channeldecisionsincluderelativelylong-termcommitmentswithotherfirmsaswellasasetofpoliciesandprocedures.B.Thechannelsthatthecompanychosenprofoundlyaffectallothermarketingdecisions.C.Thedecisionaboutamarketingchannelsystemisoneofthemostcriticalfactorsmanagementfaces.D.Inmanagingitsintermediaries,thefirmmustdecidehowmuchefforttodevotetopushversuspullmarketing.正确答案：ABCD3【多选题】(2分)Whichfunctionsconstituteabackwardflowfromcustomerstothecompany?（）A.OrderingB.NegotiationC.MovementD.Payment正确答案：ABD4【单选题】(2分)Theproducts,suchasheatingandcoolingsystems,whichrequirsinstallationormaintenance,areusuallysoldby________.（）A.Company’sownsalesforceB.SalesrepresentativesC.SupermarketD.Franchiseddealers正确答案：D5【多选题】(2分)Basedonthenumberofintermediaries,thethreestrategeisfordistributionare________.（）A.IntensivedistributionB.SelectivedistributionC.ExclusivedistributionD.Multipledistribution正确答案：ABC6【单选题】(2分)Whichtypeofpowerisnotchannelpower?（）A.CoercivepowerB.NegotiatingpowerC.ReferentpowerD.Legitimatepower正确答案：B7【单选题】(2分)Achannelconsistsofaproducer,wholesaler(s),andretailer(s).Andallthischannelmembersactasaunifiedsystem.Whatmarketingsystemarethey?（）A.VerticalmarketingsystemB.HorizontalmarketingsystemC.ConventionalmarketingsystemD.Multichannelmarketingsystem正确答案：A8【多选题】(2分)Whicharecausesofchannelconflict?（）A.Intermediaries’dependenceonthemanufacturerB.DifferencesinperceptionC.UnclearrolesandrightsD.Transaction-specificinvestmentE.Goalincompatibility正确答案：ABCE第九章单元测试1【单选题】(2分)Themajorpromotiontoolthatincludescatalogs,telephonemarketing,kiosks,theInternet,andmoreiscalled________.（）A.publicrelationsB.directmarketingC.salespromotionD.advertising正确答案：B2【单选题】(2分)Integratedmarketingcommunicationsproducesbettercommunications________andgreater________impact.（）A.sales;consistencyB.marketing;salesC.quality;customerD.consistency;sales正确答案：D3【单选题】(2分)Amessageshowingaproduct’squality,economy,value,orperformanceiscalleda________appeal.（）A.emotionalB.moralC.rationalD.structural正确答案：C4【单选题】(2分)The_______budgetsettingmethodisoftenpreferredbecauseitisthemostlogicalmethod.Itdealsmorewithspecificpromotiongoalsandaccomplishments.（）A.affordableB.objective-and-taskC.percentage-of-salesD.competitive-parity正确答案：B5【单选题】(2分)________becomesmoreimportantascompetitionincreases.Thecompany’sobjectiveistobuildselectivedemand.（）A.POPpromotionadvertisingB.PersuasiveadvertisingC.InformativeadvertisingD.Reminderadvertising正确答案：B6【单选题】(2分)Whatdomanycompaniesusetosetsalesforcesize?（）A.salesquotasestablishedB.profitmarginC.workloadapproachD.productavailability正确答案：C7【单选题】(2分)Anapproachcalled________iswhenacompanyusesagroupofpeoplefromsales,marketing,engineering,finance,technicalsupport,andevenuppermanagementtoservicelarge,complexaccounts.（）A.departmentsellingB.simultaneoussellingC.multiplesellingD.teamselling正确答案：D8【单选题】(2分)Ofthemainconsumerpromotiontools,whichisthemosteffectiveforintroducinganewproduct?（）A.samplingB.cashrefundsC.couponsD.advertising正确答案：A第十章单元测试1【单选题】(2分)WhatisDigitalMarketing?（）A.Promotionofproductsonlythroughdirectmail.B.Advertisingproductsonlythroughnewspapersandmagazines.C.Promotionofproductsorbrandsviaoneormoreformsofelectronicmedia.D.Advertisingproductsonlyviatelevision.正确答案：C2【单选题】(2分)Whatisasignificantadvantageofdigitalmarketing?（）A.Itdoesnotallowforreal-timecustomerfeedback.B.Itcanonlyreachalimitedaudience.C.Itallowsbusinessestoreachaglobalmarketplace.D.Itisnotcost-effective.正确答案：C3【单选题】(2分)Whichofthefollowingisapotentialdisadvantageofdigitalmarketing?（）A.Itdoesn'tallowforpersonalizedmarketing.B.Itcanleadtonegativepublicreactionsifnotusedcorrectly.C.Itprovidesahighreturnoninvestment.D.Itlimitstheabilitytoreachcustomersthroughmobiledevices.正确答案：B4【单选题】(2分)Whatisakeytrendindigitalmarketingforthefuture?（）A.Decreaseduseofsocialmediaplatforms.B.GreateruseofAIandbigdataforpersonalizedmarketing.C.Increaseduseofprintmediaoverdigitalmedia.D.Lessemphasisonpersonalizedexperiences.正确答案：B5【单选题】(2分)HowisdigitalmarketinginfluencedbyAI(ArtificialIntelligence)?（）A.AIhelpsinimprovingpersonalizationandcustomerserviceindigitalmarketing.B.AIhasnoimpactondigitalmarketing.C.AIwillreducetheneedfordigitalmarketing.D.AImakesdigitalmarketinglesseffective.正确答案：A第十一章单元测试1【单选题】(2分)Competitoranalysisisimportantbecause:（）A.Ithelpsinunderstandingmarketdynamics.B.Alloftheabove.C.Itrevealsyourcompetitor'sweaknesses.D.Itallowsyoutoforecastfuturebusinessopportunities.正确答案：B2【单选题】(2分)Acompanyimplementingadifferentiationstrategywouldlikely:（）A.Strivetomakeitsproductuniqueandattractivetocustomers.B.Sellitsproductsatthelowestpossibleprice.C.Concentrateonasmall,nichemarket.D.Aimtohavethebroadestrangeofproducts.正确答案：A3【单选题】(2分)Acostleadershipstrategyischaracterizedby:（）A.Providingthelowestcostforatypeofproductorservice.B.Offeringhigh-qualityproducts.C.Deliveringuniqueproducts.D.Focusingonanichemarketsegment.正确答案：A4【单选题】(2分)Whichofthefollowingisamethodofcompetitoranalysis?（）A.SWOTAnalysis.B.Porter'sFiveForcesAnalysis.C.Noneoftheabove.D.BothAandBabove.正确答案：D5【单选题】(2分)Strikingabalancebetweencustomerorientationandcompetitiveorientationmeans:（）A.Neitherfocusingoncompetitorsnorcustomers.B.Ignoringcustomersandfocusingsolelyoncompetitors.C.Balancingthefocusonunderstandingandmeetingcustomerneedswithanawarenessofandresponsetocompetitoractivities.D.Ignoringcompetitorsandfocusingsolelyoncustomers.正确答案：C第十二章单元测试1【单选题】(2分)Thedecisiontoenteroneormoreparticularmarketsoutsidethehomecountrydepends