Marketing(市场营销学)知到章节答案智慧树2023年江南大学

Marketing(市场营销学)知到章节测试答案智慧树2023年最新江南大学第一章测试

Thecoreofmarketingis:

参考答案:

Transaction

Thebenefitsthatproductsofferrelativetothecostoftheproductsiscalled:

参考答案:

Value

Thethreemainelementsofmarketinlcude:

参考答案:

Abilitytopurcahse;Intentionordesiretopurchase;Peoplewithunmetneeds

Aproductcansatisfyfunctioanlneedsorsymbolicneeds,butnotboth.

参考答案:

错

Afundamentaltaskofmarketingistodiscoverandsatisfycustomerneeds.

参考答案:

对

第二章测试

Thefirststepinannualplanningandcontrolis(

).

参考答案:

Setthegoals

(

)isthemostcommonwayoforganizingmarketingfunction.

参考答案:

Organziationbyfuncition

Thewaysoforganizingthemarkeitngdepartmentinclude(

).

参考答案:

Organizationbygeographicregion;Organziationbyfuncition;Organizationbymarketmanagement;Organizationbybrand;Organizatiponbyproduct

Theessenceofmarketingorganizationisabouthowtoallocatehumanresources.

参考答案:

错

Generallyspeaking,spanofcontrolandchainofcommandarepositivelycorrelated.

参考答案:

错

第三章测试

Allofthefollowingaremacro-environmentfactorsEXCEPT:

参考答案:

Competition

Thelargestgenerationcohortinthewestis:

参考答案:

Babyboomers

Whenanalyzingcompetition,whatfactorsshouldwelookat?

参考答案:

Dierectcompetitors;Natureofcompetition;Indirectcompetitors;Strengthsandweakenessesofcompetitors;Numberofcompetitors

Whenanalyzingcompetition,oneshouldputmoreemphasisondirectcompetitionthanonindirectcompetition.

参考答案:

错

Inaorligarplisticmarket,competitorsaregenerallysensitivetoeachother'spricechange.

参考答案:

对

第四章测试

Marketingresearchprovides_____thataidsdecisionmaking.

参考答案:

information

AllthefollowingarequalitativeresearchmethodsEXCEPT:

参考答案:

Experiment

Sourceofinformationformarketingdecisionmakinginlcude_____.

参考答案:

MarketingResearchSystem;Internalsecondarydata;Marketingintelligence

Beforeconductingprimaryresearch,oneshouldfirstexploretheoptionofsecondarydata.

参考答案:

对

Becausefocusgroupprovidesrichinsights,onecanusefocusgroupfindingstomakepredictions.

参考答案:

错

第五章测试

Aconsumer'sunitofpurchaseisanindividualor（

）.

参考答案:

family

Thepurchasingprocessofconsumersisthetransformationofconsumers'purchasingmotivationinto（

）.

参考答案:

purchasingbehavior

Factorsinfluencingconsumerbuyingbehaviorinclude（

）.

参考答案:

culturalfactors;situationalfactors;socialfactors

;individualfactors

Differentsocialclasseshavedifferentpreferencesforthesamekindofconsumergoods.

参考答案:

对

Malecustomersaremoredecisiveandquickwhenbuyinggoods,whilefemalecustomerstendtochoosecarefully.

参考答案:

对

第六章测试

Marketsegmentationreferstotheprocessinwhichenterprisesdividethemarketaccordingtothe(

)ofconsumersincertainaspects.

参考答案:

heterogeneity

Themostattractivemarketsegmentshouldhavecharacteristicsof（

）

参考答案:

Highbarrierstoentryandlowbarrierstoexit

Whenchoosingtargetmarketstrategy,considerationshouldbegivento（

）.

参考答案:

Strategiccompetitor

;Marketcharacteristics;Productlifecycle;Enterpriseresource;Productattribute

Largeusersusuallymakeuponlyasmallpercentageoftotalconsumption,sotheirshareislow.

参考答案:

错

Thekeytowinningandmaintaininglong-termconsumerspendingistounderstandconsumers'needsandbuyingprocessesmoreaccuratelythancompetitors,andtoprovidethemwithmorevalue.

参考答案:

对

第七章测试

Theso-calledbidirectionalextensionofproductlinemeansthattheenterpriseoriginallylocatedinthemid-rangeproductmarketwillextendtothetwo(

)directionsofproductlineaftermasteringthemarketadvantage.

参考答案:

upanddown

Peopledonotbuycosmeticstoobtainsomeofitschemicalcomponents,buttoobtainbeauty,fromthispointofview,thebeautificationfunctionthatcosmeticsproductprovideisacaseof（

）.

参考答案:

Coreproductlayer

Accordingtoconsumers'buyinghabits，productscanbeclassifiedinto（

）.

参考答案:

specialtygoods;shoppinggoods;conveniencegoods

Productisanimportantfactorinthemarketingmix,andotherfactorssuchasprice,distributionandpromotionmustbedecidedonthebasisofproduct.

参考答案:

对

Oncethenewproductissuccessfullytestedinthemarket,itmeansthatthenewproductcanbequicklyacceptedbyconsumers,andtheenterprisecanobtainrichprofits.

参考答案:

错

第八章测试

Inthecaseofoverproduction,facingfiercecompetitionortryingtochangeconsumerdemand,enterprises'mainobjectiveofpricingis（

）.

参考答案:

Makethecompanysurvive

Averagefixedcostistheshareoftotalfixedcostdividedby（

）.

参考答案:

productionvolume

Theadvantagesofcost-pluspricinginclude（

）.

参考答案:

Greatlysimplifiesthepricingprocess

;Pricecompetitionmaybeminimized;Feelingfair

Thehighertheunitpriceis,themoreprofitmaximizationcanberealized.

参考答案:

错

Ifthedemandforagoodiselastic,amoderatereductioninpriceatthistimecanincreasesalesandmayalsoincreaseprofits.

参考答案:

对

第九章测试

Manufacturersoflowunitcostproductsusuallyselect(

)todistributetheirproducts.

参考答案:

wholesalers

Amarektingchannlewherethereareonlyalimitednumberofintermediariesatthesamedsitributionstageiscalled().

参考答案:

narrowchannel

Themajortypesofretailstoresinclude(

).

参考答案:

Discountstore;Specialtystore;Conveniencestore;Supermarket

Intenstivedistributionissuitableforshoppinggoodsandspecialtygoods.

参考答案:

错

Directchannleisthemajortypeofdistributionforconsumergoods.

参考答案:

错

第十章测试

Whichofthefollowingistrueabouttherelationshipbetweenpromotionandmarketing?(

)

参考答案:

Promotionisanintegralpartofmarketingstrategy

Thecoreofthepromotionworkis（   ）.

参考答案:

Communication

Regardingtheclassificationofadvertisingtargets,whichofthefollowingstatementiscorrect?(

)

参考答案:

Reminderadvertisingisveryimportantinthematurityofaproduct;Notificationadvertisingismainlyusedtopromotenewproducts;Persuasiveadvertisingisveryimportantinthecompetitiveperiodofproducts

Allthepromotionmeansofenterprisescanbedividedintotwocategories,oneispersonalmarketing,theotheristhemassmarketing.

参考答案:

对

Duringtheinputperiod,moreadvertisementsshouldbemadetopromotethefunctionsoftheproducts.

参考答案:

对

第十一章测试

Thekeytodigitallyintegratedmarketingis(

).

参考答案:

consumershare

Digitalmarketingistheactivity,setofinsitutions,andprocessesforcreating,communicating,andtransactingvalueforcustomersandotherstakeholdersthrough(

).

参考答案:

digitaltechnology

Themajorplatformsfordigitalmarketinginlcude(

).

参考答案:

Socialmedia;Websites;Emails;Searchengines;mobiledevice

Digitalmarketingisthemostimportantmarketinginstrumentintoday'sworld.

参考答案:

错

Consumerinterac