国际市场营销（山东交通学院）知到章节答案智慧树2023年

国际市场营销（山东交通学院）知到章节测试答案智慧树2023年最新第一章测试

Whichofthefollowingstatementsaboutmarketingistrue?

参考答案:

null

________managementistheartandscienceofchoosingtargetmarketsandgetting,keeping,andgrowingcustomersthroughcreating,delivering,andcommunicatingsuperiorcustomervalue.

参考答案:

Marketing

Identifythecorrectstatementaboutmarketingmanagement.

参考答案:

null

Aseconomiesadvance,agrowingproportionoftheeconomy'sactivitiesfocusesontheproductionof________.

参考答案:

services

The"Malaysia,TrulyAsia"adcampaignthatshowcasedMalaysia'sbeautifullandscapeanditsmulticulturalsocietyinordertoattracttouristsisanexampleof________marketing.

参考答案:

place

InWaltDisney'sMagicKingdom,customerscanvisitafairykingdom,apirateship,orevenahauntedhouse.Disneyismarketinga(n)________.

参考答案:

experience

Peopleinemergingcountriestodayarebecomingincreasinglyhealthconsciousandareseekinghealthyfoodchoices.Asaresult,demandforhealthfoodsisrisingsteadily,creatinganopportunityformarketerstoexploitthis________market.

参考答案:

need

Organizationscateringtothe________marketneedtopricetheirofferingscarefullybecausethesemarketsusuallyhavelimitedpurchasingpower.

参考答案:

nonprofit

Servicesconstitutethebulkofmostcountries'productionandmarketingefforts.

参考答案:

错

"FriendsDon'tLetFriendsDriveDrunk,"isanexampleofmarketinginformationtoaninterestedaudience.

参考答案:

错

Wantsarethebasichumanrequirementssuchasforair,food,water,clothing,andshelter.

参考答案:

错

Theemergenceofearnedmediahasallowedsomecompaniestoreducepaidmediaexpenditures.

参考答案:

对

Wecanthinkofmarketingastheidentification,creation,communication,delivery,andmonitoringofcustomervalue.

参考答案:

对

Ifperformancefallsshortofexpectations,thecustomerisdisappointed.Ifitmatchesexpectations,thecustomerissatisfied.Ifitexceedsthem,thecustomerisdelighted.

参考答案:

对

Whatcanbemarketed?

参考答案:

service;events;organizations;information

第二章测试

Thetaskofanybusinessisto________.

参考答案:

delivercustomervalueataprofit

Inthecycleofcompletestrategicplanning,takingcorrectiveactionisapartof________.

参考答案:

controlling

Ofthefourorganizationallevels,thecorporatelevelislikelytomakewhichofthefollowingdecisions?

参考答案:

enteringanewmarket

Themarketingplan,thecentralinstrumentfordirectingandcoordinatingthemarketingeffortofacompany,operatesatthe________levels.

参考答案:

strategicandtactical

The________laysoutthetargetmarketsandthevaluepropositionthatwillbeoffered,basedonananalysisofthebestmarketopportunities.

参考答案:

strategicmarketingplan

JuanGarciaplansthedailypromotionalreleasesabouthiscompany'sproductsandservices.Hecanbedescribedasa(n)________planner.

参考答案:

tactical

Whichofthefollowingisanexampleofgrowthbydiversification?

参考答案:

acompanyintroducingnewproductcategoryinanewmarket

Qantas,theAustraliannationalairlinecarrier,introducesflightstotheMiddleEast.Thisisanexampleof________.

参考答案:

marketpenetration

Unlikeitscompetitorsintheonlineairtravelindustry,Travelocityprovidesitscustomerswithagreatervarietyofservicessuchascruisereservations,packagetours,hotelbookings,andcarrentals.Thisisanexampleofa(n)________strategy.

参考答案:

differentiation

McDonald'shasoftenteamedupwithDisneytoofferproductsrelatedtocurrentDisneyfilmsaspartofitsmealsforchildren.Thebestdescriptionofthisformofalliancewouldbea________.

参考答案:

promotionalalliance

InternalanalysisinSWOTinvolvesanalyzingthepossibleopportunitiesandthreatsthatcancomefromthemarket.

参考答案:

错

Afirmthatisalwaysworkingtoimproveitsproductofferingssuchthatconsumerneedsareaddressedmoreefficientlyisfollowingadifferentiationstrategy.

参考答案:

对

Afirmemployingafocusstrategyconcentratesonachievingsuperiorperformanceinanimportantcustomerbenefitareavaluedbyalargepartofthemarket.

参考答案:

错

ExternalEnvironmentanalysisistoanalyse()

参考答案:

threats;opportunities

第三章测试

Theheartoftheinternalrecordssystemisthe________becausecustomersfavorfirmsthatcanpromisetimelydelivery.

参考答案:

order-to-paymentcycle

The________beginswithsalesrepresentativesanddealerssendingorderstothefirmsandisfollowedbythesalesdepartmentpreparinginvoices,andfinallygeneratingshippingandbillingdocumentswhicharethensenttovariousdepartments.

参考答案:

order-to-paymentcycle

Companiescanpracticetargetedmarketingbyusing________,whicharerecordsofWebsiteusagestoredonpersonalbrowsers.

参考答案:

cookies

A________isasetofproceduresandsourcesmanagersusetoobtaineverydayinformationaboutdevelopmentsinthemarketingenvironment.

参考答案:

marketingintelligencesystem

Acompanycantakeseveralstepstoimprovethequalityofitsmarketingintelligence.Ifthecompanypurchasescompetitiveproductsforstudy,attendsopenhousesandtradeshows,andreadscompetitors'publishedreportsandstockholderinformation,thecompanyisusing________toimprovethequalityofitsmarketingintelligence.

参考答案:

externalnetworks

A________is"unpredictable,short-lived,andwithoutsocial,economic,andpoliticalsignificance."

参考答案:

fad

A________isa"largesocial,economic,political,andtechnologicalchangethatisslowtoform,andonceinplace,influencesusforsometime—betweensevenandtenyears,orlonger."

参考答案:

megatrend

Agrowingpopulationdoesnotmeangrowingmarketsunless________.

参考答案:

peoplehavesufficientpurchasingpower

Whichofthefollowingislikelytooccurduringeconomicdownturns?

参考答案:

Thepurchasingpowerofthepopulationdeclines.

Today,corporationsneedtomakesurethattheyaregoodcorporatecitizensandthattheirconsumermessagesarehonestinordertopositivelyalignthemselveswithconsumers'viewsof________.

参考答案:

organizations

Firmsthatcandevelopsubstitutematerialsforfinitenonrenewableresourceshaveanexcellentopportunity.

参考答案:

对

Householdscomprisedofsingle,separated,widowed,anddivorcedindividualsgenerallydemandlargerapartmentsandexpensiveappliances,furniture,andfurnishings.

参考答案:

错

Thereisaglobaltrendtowardanagingpopulation.

参考答案:

对

Themaindemographicfactormarketersmonitorispopulation,including

参考答案:

educationallevels;householdpatterns.;thesizeandgrowthrateofpopulation;agedistributionandethnicmix

第四章测试

________isthesystematicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingthecompany.

参考答案:

Marketingresearch

WhenAmericanAirlinesdecidedtoreviewnewideasaimedatfirst-classpassengersonverylongflights,likeanultrahigh-speedWi-Fiserviceand124channelsofhigh-definitionsatellitecableTV,theirfirststepinthemarketingresearchprocesswasto________.

参考答案:

definetheproblemandresearchobjectives

Whichofthefollowingisconsideredtobethelaststepinthemarketingresearchprocess?

参考答案:

arrivingatadecision

Ifthegoalofmarketingresearchistoshedlightontherealnatureofaproblemandtosuggestpossiblesolutionsornewideas,theresearchissaidtobe________.

参考答案:

exploratory

BeforeSandraopenedherfloristshopshereadallshecouldaboutthefloralindustry.Shealsoconsultedseveralpublishedresearchreportstounderstandgrowthpatternsinthelocalareawithparticularinterestinthelocationoffloriststhroughoutthecity.This________helpedhertodecideonthelocationofherstore.

参考答案:

secondarydata

Whymustresearchersavoidgeneralizingfromfocusgroupparticipantstothewholemarket?

参考答案:

null

Whichofthefollowingisusedtoassesspeople'sknowledge,beliefs,preferences,andsatisfactionandtomeasurethesemagnitudesinthegeneralpopulation?

参考答案:

surveyresearch

Ifamarketingresearcherchoosestousewordassociations,theresearcherisusing________questions.

参考答案:

open-end

Aftercollectingtherelevantinformation,thenextstepinthemarketingresearchprocessisto________.

参考答案:

analyzetheacquireddata

Whencompaniesengagestudentstodesignandcarryoutprojects,thepayofftothestudentsisexperienceandvisibility;thepayofftothecompaniesisafreshsetsofeyestosolveproblemsatafractionofwhatconsultantswouldcharge.

参考答案:

对

Adichotomousquestionisaquestionwiththreeormoreanswers.

参考答案:

错

Safewaysupermarket'sscannerdatashowsthathigh-incomepeopledon'tnecessarilybuythemoreexpensivebrands.Thisisanexampleofsurveyresearch.

参考答案:

错

WhenBankofAmericafollowedfemalebabyboomersathomeandwhiletheyshoppedtoobservethingstheshoppersmightnothavebeenabletoarticulate,theywereusingethnographicresearch.

参考答案:

对

Marketerscancollectprimarydatainthefollowingmainways().

参考答案:

behavioraldata;focusgroups;observation;surveys

第五章测试

Aperson's________consist(s)ofallthegroupsthathaveadirect(face-to-face)orindirectinfluenceonhis/herattitudesorbehavior.

参考答案:

referencegroups

Joeisacomputerservicetechnician.Peopleinhisneighborhoodusuallydependonhissuggestionsforpurchasinganycomputeraccessoryorhardware,astheybelievethathehasaccesstofarmoreinformationoncomputertechnologythantheaverageconsumer.TheneighborsarealsoawarethatJoehastherequiredknowledgeandbackgroundforunderstandingthetechnicalpropertiesoftheproducts.Withinthiscontext,Joecanbecalleda(n)________.

参考答案:

opinionleader

FordMotorsusestheadcaption"MagnifytheAdventure"topromoteitslatestSUV,theFordEndeavour.Theadfeaturesthecartravelingthroughanuneven,rockyterrain.WithinthecontextofJenniferAaker'sbrandpersonalityanalysis,FordEndeavourismostlikelytobestrongonwhichofthefollowingtraits?

参考答案:

ruggedness

Peoplearemorelikelytonoticestimuliwhosedeviationsarelargeinrelationtothenormalsizeofthestimuli.

参考答案:

对

Thebuyingprocessstartswhenthebuyerdecidesto,orenters,astoreorserviceprovider'sfacility.

参考答案:

错

AconsumerwhousesGoogletofindcomparativereportsonnewautomobiles,ismostlikelyusingwhichofthefollowinginformationsourcesforassistance?

参考答案:

commercial

Ifaconsumerisshoppingforasmartphone,allofthesmartphoneoptionsavailableinthemarket—whetheraconsumerknowsaboutthemornot—iscalledthe________set.

参考答案:

total

Intheprocessofsearchingandgatheringrelevantinformationoftheproposeproducts,aconsumerwillcometoknowasubsetofthealltheavailablebrands.Thissetiscalled.

参考答案:

awarenessset

Consumerswilldependontheinformationfromtodecidewhethertheyaregoingtobuythegoodsornot.

参考答案:

personalsources;publicsources;experientialsources

Limitedinformationcouldreachitstargetcustomersinmarketing.

参考答案:

错

Foratypicalconsumer,mostinformationoftheneededproductsinthemarketscomesfrom.

参考答案:

MassMedia;Friends;Examining;Dealers

Amongallthefactors,whichfactorshavethebroadestanddeepestinfluence?

参考答案:

culturalfactors

第六章测试

A________consistsofagroupofcustomerswhoshareasimilarsetofneedsandwants.

参考答案:

marketsegment

WhenNikeattemptstogetclosetoitscustomersatthelocallevelbysponsoringlocalschoolteamsandprovidingshoes,equipment,andclothingtomanyofthem,Nikeisusingwhichofthefollowingmarketingformats?

参考答案:

grassrootsmarketing

Pampersdividesitsmarketdemographicallyonthebasisof________intoprenatal,newbaby,baby,toddler,andpreschooler.

参考答案:

age

JoseandErikahavejustdivorced.WhichofthefollowingdemographicsegmentationsubsegmentformatsmightbeusedbymarketerstoreachJoseorErika?

参考答案:

lifestage

Everyonewhobuysagivenproductwantsthesamebenefitsfromit.

参考答案:

错

Anundifferentiatedmarketingapproachtofullmarketcoveragedesignsamarketingprogramforaproductwithasuperiorimagethatcanbesoldtothebroadestnumberofbuyers.

参考答案:

对

In________marketing,thefirmoperatesinseveralmarketsegmentsanddesignsdifferentproductsforeachsegment.

参考答案:

differentiated

Menandwomenhavedifferentattitudesandbehavedifferently,basedpartlyonandpartlyon.

参考答案:

geneticmakeup,socialization

Ifacompanyinlineofsweepersfindsthatmorethanhalfofmenthoughttheyareprimarygroceryshoppersintheirfamilies,itwilltendtohirehandsomemalesuperstarstopromotetheirproductstoattractfemalecustomers.

参考答案:

错

Inbehavioralsegmentation,marketersdividebuyersintogroupsonthebasisof.

参考答案:

useofaproduct;theirknowledgeofaproduct;orresponsetoaproduct;attitudetowardaproduct

IfMr.Smithaskshisfriendwhohasatreadmillandtrytodecidetobuyasimilarone.Mr.Smith’sfriendplaysaroleofinthebuyingdecision.

参考答案:

influencer

areallusualmethodstoidentifymarketsegments.

参考答案:

demographicsegmentation;behavioralsegmentation;geographicsegmentation

第七章测试

RedBullenlistedcollegestudentsas"RedBullstudentbrandmanagers"todistributesamples,researchdrinkingtrends,designon-campusproductpromotionactivities,andwritestoriesforstudentnewspapers.Fromamarketingmanagementperspective,whichofthefollowingbrandequitydriversismostapplicableinthegivenscenario?

参考答案:

theproductandallaccompanyingmarketingactivitiesandsupportingmarketingprograms

Brand________aredevicesthatcanbetrademarkedandservetoidentifyanddifferentiatethebrand.

参考答案:

elements

Ifconsumerscaneasilyrecallandrecognizeabrandelement,thebrandelementissaidtobe________.

参考答案:

memorable

Toachieveintegratedmarketing,marketersneedavarietyofdifferentmarketingactivitiesthatconsistentlyreinforcethebrandpromise.

参考答案:

对

Whenafirmusesanestablishedbrandtointroduceanewproduct,itiscalledabrand________.

参考答案:

extension

TheintroductionofDietCokebytheCoca-ColaCompanyisanexampleof________.

参考答案:

lineextension

Flankersarebrandsthatmaybekeptarounddespitedwindlingsalesbecausetheymanagetomaintaintheirprofitabilitywithvirtuallynomarketingsupport.

参考答案:

错

Whatrolescanbrandplayaspartofaportfolio?

参考答案:

Low-endEntryLevel;CashCows;Fighter;Hight-endPrestige

Whenafirmusesanestablishedbrandtointroduceanewproduct,theproductiscalleda().

参考答案:

brandextension

reflectsthenumberandnatureofbothcommonanddistinctivebrandelements.

参考答案:

Brandingstrategy

Inleveragingsecondaryassociations,linkingabrandtosomeoneorsomethingelsecanberiskybecauseanythingbadthathappenstothatotherentitycanalsobelinkedtothebrand.

参考答案:

对

Integratedmarketingistocreatebrandequitybylinkingthebrandtootherinformationinmemorythatconveysmeaningtoconsumers.

参考答案:

错

第八章测试

Aproductisanythingthatcanbeofferedtoamarkettosatisfyawantorneed.

参考答案:

对

Thecustomer-valuehierarchyconsistsofthebasicproduct,corebenefit,expectedproduct,augmentedproduct,andtheconsumptionsystem.

参考答案:

错

Carlosalwaysbuysbreadandmilkwhenhegoesgroceryshopping.Inthiscase,breadandmilkareexamplesofimpulsegoods.

参考答案:

错

Thefourproduct-mixdimensions(length,width,depth,consistency)permitthecompanytoexpanditsbusiness.

参考答案:

对

Thepackage,whichhasenclosedtheactualcommodity,iscalledsecondarypackage.

参考答案:

错

A________isanythingthatcanbeofferedtoamarkettosatisfyawantorneed,includingphysicalgoods,services,experiences,events,persons,places,properties,organizations,information,andideas.

参考答案:

product

Marketersmustseethemselvesasbenefitproviders.Forexample,whenashopperpurchasesnewshoes,heorsheexpectstheshoestocoverhisorherfeetandallowhimorhertowalkunobstructed.Thisisanexampleofwhatlevelintheconsumer-valuehierarchy?

参考答案:

basicproduct

Anintensivedistributionstrategyserveswellforproductssuchassnackfoodsandsoftdrinks.

参考答案:

对

AMaseratisportscarisconsideredaconveniencegoodbecauseinterestedbuyerswilltravelfartobuyone.

参考答案:

错

ItwassunnywhenJennywenttoclass,butbythetimeclasswasoveritwasrainingheavily,soJennystoppedbythestudentstoretobuyanumbrellabeforeshewalkedbacktoherdorm.Inthiscase,theumbrellaisanexampleofa(n)________good.

参考答案:

emergency

WhichofthefollowingbelongtoNondurablegoods?

参考答案:

shampoo;beer

第九章测试

Traditionally,pricewasneveramajordeterminantofbuyerchoice.

参考答案:

错

Althoughconsumersmayhavefairlygoodknowledgeoftherangeofpricesinvolved,veryfewcanaccuratelyrecallspecificpricesofproducts.

参考答案:

对

Generally,consumersprefersmallpriceincreasesonaregularbasistosudden,sharpincreases.

参考答案:

对

Shrinkingtheamountofproductinsteadofraisingthepriceisagoodwaytocounteractconsumerresistancetopriceincreases.

参考答案:

对

Trade-inallowancesarepricereductionsgivenforturninginanolditemwhenbuyinganewone.

参考答案:

对

Thereservationprice,themaximumthatmostconsumerswillpayforagivenproduct,isknownasthe________price.

参考答案:

upper-bound

Afirmthatisplaguedwithovercapacity,intensecompetition,orchangingconsumerdesireswoulddobetterifitpursues________asitsmajorobjective.

参考答案:

survival

Referencepricesinclude()

参考答案:

upperboundprice;fairprice;typicalprice;lastpricepaid

Amarketerwhohasunitcostsof$16andwantstoearna20percentmarkuponsaleswouldchargeamarkuppriceof$20.

参考答案:

对

Valuepricingrequiresacompanytoreengineeritsoperationstobecomealow-costproducer.

参考答案:

对

Whenexaminingproducts,consumerscompareanobservedpricetoaninternalreferencepricetheyrememberoranexternalframeofreference.

参考答案:

对

第十章测试

Wholesalersactuallypurchasegoodsfromaproducerinbulkandstoretheminwarehouses.

参考答案:

对

Amarketingchannelovercomesthetime,place,andpossessiongapsthatseparategoodsandservicesfromthosewhoneedorwantthem.

参考答案:

对

Add-onservicessuchascredit,delivery,installation,andrepairsprovidedbythemarketingchannelarereferredtoasservicebackup.

参考答案:

对

Wheneconomicconditionsaredepressed,producerswanttomovegoodstomarketusinglongerchannels.

参考答案:

错

Channelpoweristheabilitytoalterchannelmembers'behaviorsothattheytakeactionstheywouldnothavetakenotherwise.

参考答案:

对

________aresetsofinterdependentorganizationsparticipatingintheprocessofmakingaproductorserviceavailableforuseorconsumption.

参考答案:

Marketingchannels

TotalBeverages,amakeroffruitjuicesandhealthdrinks,recentlylaunchedanewbrandofpackageddrinkingwatercalledAquaPure.Inordertoinducedistributorstocarrytheproduct,TotaloffersallitsintermediariesafreerefrigeratortostorebottlesofAquaPure.Thisisanexampleofa________.

参考答案:

pushstrategy

Selectivedistributionseverelylimitsthenumberofintermediariesandisappropriatewhentheproducerwantstomaintaincontrolovertheservicelevelandoutputsofferedbytheresellers.

参考答案:

错

Amanufacturerobtains