Marketing(市场营销学)智慧树知到期末考试答案2024年

Marketing(市场营销学)智慧树知到期末考试答案2024年Marketing(市场营销学)Whichofthefollowingisthestartingpointofmarketingorientation?

A:customerneedsB:corporatecapabilitiesandresourcesC:salesD:productdesign答案:customerneeds（）brandreferstoacompany'sproductswithdifferentbrands.

A:SingleB:manufacturerC:individualD:middleman答案:individualAdiaryfirmsellsitsdiaryproductsthroughits128salesoutletslocatedacrossthecity.Suchchannelstructurecanbebestdescribedas().

A:directB:short-wideC:short-narrowD:wide-long答案:short-wide（）isexternalsecondarydata.

A:customerrecordsB:customerpurchasehistoryC:companysalesrecordD:syndicateddata答案:syndicateddataAnintermediarywhodonotholdstockofgoodsanddonotparticipateinfinancingandrisktakingismostlylikely(）．

A:commissionerB:salesagentC:AgentD:Manufacurers'agent答案:AgentWhenanenterpriserealizesprofitmaximization,therelationshipbetweenpriceandmarginalcostis(

).

A:thepriceislessthanthemarginalcostB:unidentifiedC:priceisequaltomarginalcostD:thepriceisgreaterthanthemarginalcost答案:priceisequaltomarginalcostProductspurchasedbycustomerswithoutplanningorsearchingbelongto().

A:consumergoodsB:impulsegoodsC:staplesD:firstaiditems答案:impulsegoodsThemainsourcesofmarktopportuntiesinclude().

A:povisionofexistingproductsorserviceswithnewerormoreadvancedmethods.B:ProvisionofsimilarproductsC:provisionofexistingproductsorservicesD:provisionofcustomizedservice答案:povisionofexistingproductsorserviceswithnewerormoreadvancedmethods.Ifanenterprisecannotmeasurethesizeandpurchasingpowerofamarketsegment,whatprinciplesdoesthemarketnotconformto?()

A:distinguishableB:substantiveC:measurableD:accessible答案:measurableTheprocessofarrangingforaproducttooccupyaclear,distinctive,anddesirableplacerelativetocompetingproductsinthemindsoftargetconsumersisknownas（）.

A:SegmentationB:PositioningC:TargetingD:Differentiation答案:PositioningSportsstarsandmoviestarsaretheirfans'（）.

A:desirablegroupB:DirectreferencegroupC:dissociativereferencegroupD:membershipgroup答案:desirablegroupNon-differentiatedmarketingstrategiesthatfocusonconsumerneeds'(

).

A:heterogeneityB:relevanceC:particularityD:similarity答案:similarityWhichofthefollowingstatementaboutlong-termcostsistrue?()

A:Thelong-termaveragecostfunctionissuitableforsituationswhereallinputsarefixedcostsinthelongrunB:Therearenofixedcostsinlong-termcosts;allcostsarevariablecosts.C:Long-termcostsaredividedintofixedcostsandvariablecostsD:Whenthelong-termaveragecostisequaltothemarginalcost,thelong-termaveragetotalcostisthehighest答案:Therearenofixedcostsinlong-termcosts;allcostsarevariablecosts.Allowingconsumerstotrysoftwareforonemonthbeforeplacinganordercanbedescribedas(

)ofthe4Eframework.

A:ConsumerincentivesB:ExperienceC:ProductintroductionD:Consumerengagement答案:ExperienceHighpricingstrategyfornewandinnovativeproductsorservicesiscalled().

A:mantissapricingB:referencepriceC:guidingpricingD:skimmingpricing答案:skimmingpricingDigitalconsumerswhoperceivedigitalmediaasthemainstayoftheirlifeandseekeveryopportunitytousetheInternetcanbecalled().

A:MixedtypeofdigitalconsumersB:NoneoftheaboveC:ReluctantdigitalconsumerD:Dominantdigitalconsumers答案:DominantdigitalconsumersFortheproductportfolio,thegreaterthedepthoftheproductportfolio,().

A:themoreproductspecificationsineachproductlineB:themoreproductlinesacompanyhasC:themorecloselyrelatedistheend-useproductionconditionsanddistributionchannelofeachproductlineD:themorespecificationsandvarietiesofenterpriseproducts答案:themorespecificationsandvarietiesofenterpriseproductsBuyersaremoresensitivetopricechangesof().

A:highvalueandfrequentlypurchasedgoodsB:lowvalueandfrequentlypurchasedgoodsC:highvalueandnotoftenpurchasedgoodsD:lowvalueandnotoftenpurchasedgoods答案:highvalueandfrequentlypurchasedgoodsOnthebasisofsellingshampoo,acertainchemicalenterpriselaunchedproductssuchastoothpasteofthesamebrand.Thestrategyadoptedis（

）.

A:singlebrandstrategyB:brandextensionstrategyC:MultibrandstrategyD:individualbrandstrategy答案:brandextensionstrategyDiscountpricingstrategiesinclude().

A:guidingpricingB:allowanceC:cashdiscountD:quantitydiscountE:seasonaldiscountF:referenceprice答案:cashdiscount;quantitydiscount;referencepriceThebasisofconsumermarketsegmentationincludes（

）.

A:psychologicalvariablesB:geographicvariables

C:behavioralvariablesD:organizationvariablesE:populationvariables答案:populationvariables;behavioralvariables;organizationvariables;psychologicalvariablesThebenefitsofbrandtoconsumersare（

）.

A:enableconsumerstochooseandpurchaseproductsmoreeffectivelyB:helpconsumersidentifythesourceormanufactureroftheproductC:canhelpconsumerssimplifydecision-makingandreduceriskD:consumersmaygivedifferentevaluationsofthesameproductaccordingtothebrand答案:canhelpconsumerssimplifydecision-makingandreducerisk;helpconsumersidentifythesourceormanufactureroftheproduct;enableconsumerstochooseandpurchaseproductsmoreeffectively;consumersmaygivedifferentevaluationsofthesameproductaccordingtothebrandThemaincompetitorsofsupermarketsinclude(

).

A:superstoreB:departmentstoreC:shoppingcenterD:conveniencestoresE:discountgrocery答案:conveniencestores;discountgrocery;superstoreThemaincharacteristicsofpublicrelationspromotionare（）.

A:newseffectB:instantresultsC:highcredibilityD:directsalespromotion答案:highcredibility;newseffectDigitalconsumershavethefollowingcharacteristics(

).

A:DemandforcustomizedproductsB:NoneoftheaboveC:InteractionamongconsumersD:IndividualizedinteractionbetweenconsumersandbrandsE:Data-drivensatisfactionofconsumerneeds答案:Demandforcustomizedproducts;Interactionamongconsumers;Individualizedinteractionbetweenconsumersandbrands;Data-drivensatisfactionofconsumerneedsThemethodsforestimatingcurrentmarketdemandincludetheestimationof().

A:salesandmarketsharebyindustryB:regionalmaketpotentialC:marketexperimentationD:totalmarketpotentialE:timeseriesanalysis答案:totalmarketpotential;regionalmaketpotential;salesandmarketsharebyindustryThesocialmarketingphilosophyrequiresthattheinterestsofseveralpartiesmustbeconsidered.Thesepartiesinlcude(

).

A:CustomerneedsB:SocialinterestC:ProfitsofthebusinessfirmsD:DirectivesfromsupervisorsE:Competitors'move答案:Profitsofthebusinessfirms;Customerneeds;SocialinterestThemainmethodsofmarketingcontrolinclude().

A:marketingphilosophycontrolB:brandcontrolC:AnnualplancontrolD:marketingauditE:Profitcontrol答案:Annualplancontrol###Profitcontrol###marketingauditIBMclassifyconsumersintofoursegmentsofpersonalityunrelatedwithageonthebasisofpsychologicalprofile.Thesepersonalitysegementsinclude(

).

A:ContentkingB:MixedtypeC:ConnectmasterD:SocialbutterflyE:Efficiencymaster答案:Connectmaster;Contentking;Socialbutterfly;EfficiencymasterUndernormalcircumstances,themarketdoesnothavedemandforthefollowingproducts:

A:newproductsthatconsumersarenotfamiliarwith.

B:Usedproductsthatpeoplegenerallyconsiderworthless.

C:productsthatoffervalueinnormalcircumstances,butnotundersomespecialcircumstances.

D:highlyhazardousproductsorservices答案:Usedproductsthatpeoplegenerallyconsiderworthless.;newproductsthatconsumersarenotfamiliarwith.;highlyhazardousproductsorservices;productsthatoffervalueinnormalcircumstances,butnotundersomespecialcircumstances.Customerperceivedvalueisinfluencedby（）.

A:CompetitorsB:CostC:Benefits答案:Cost;Benefits;CompetitorsPrimarydatahasthefollowingdisadvantages:()

A:ItssourcesarebiasedB:Itistime-consumingtocollectC:ItiscostlyD:ItrequirestrainingandadvancedexperienceE:Itisnottimely答案:Itiscostly;Itrequirestrainingandadvancedexperience;Itistime-consumingtocollectThetypesofmarketstructureinclude().

A:perfectcompetitionB:monopolisticcompetitionC:oligopolyD:puremonopolyE:governmentmonopoly答案:puremonopoly;oligopoly;monopolisticcompetition;perfectcompetitionAdirectmarketingchannelisadistributionchannelwithoutanymiddlemen.（）

A:错误B:正确答案:正确Theconnotationandextensionofthewholeconceptofproductsarebasedonthepursuitofqualityproducts.

A:正确B:错误答案:错误Underthemarketingorientation,"satisfyingcustomerneeds"isofcentralimportance.（）

A:正确B:错误答案:正确Customersiswhatthebusinessfirmsserveandtheultimatetargetmarket.

A:错B:对答案:错Similarbranddesignwillhelptoimprovethebrandloyaltyofconsumers.（）

A:对B:错答案:对Brandextensionisconducivetothepromotionofbrandimage.

A:对B:错答案:错Salesorientationaroseduringthetra