Marketing(市场营销学)智慧树知到答案2024年江南大学

Marketing(市场营销学)江南大学智慧树知到答案2024年第一章测试

Thecoreofmarketingis:

A:PromotionB:TransactionC:AllocationD:Production

答案:BThebenefitsthatproductsofferrelativetothecostoftheproductsiscalled:

A:NeedsB:PriceC:ValueD:Transaction

答案:CThethreemainelementsofmarketinlcude:

A:AbilitytopurcahseB:PeoplewithunmetneedsC:SomeneedsD:IntentionordesiretopurchaseE:Somephysicalspace

答案:ABDAproductcansatisfyfunctioanlneedsorsymbolicneeds,butnotboth.

A:错B:对

答案:AAfundamentaltaskofmarketingistodiscoverandsatisfycustomerneeds.

A:错B:对

答案:B

第二章测试

Thefirststepinannualplanningandcontrolis(

).

A:choosethetargetmarketsB:Setthegoals

C:SpecifyimplementationtasksD:Evaluateprogressofimplementation

答案:B(

)isthemostcommonwayoforganizingmarketingfunction.

A:OrganziationbyfuncitionB:OrganizatiponbyproductC:OrganizationbybrandD:Organizationbymanagement

答案:AThewaysoforganizingthemarkeitngdepartmentinclude(

).

A:OrganziationbyfuncitionB:OrganizatiponbyproductC:OrganizationbygeographicregionD:OrganizationbymarketmanagementE:Organizationbybrand

答案:ABCDETheessenceofmarketingorganizationisabouthowtoallocatehumanresources.

A:错B:对

答案:AGenerallyspeaking,spanofcontrolandchainofcommandarepositivelycorrelated.

A:对B:错

答案:B

第三章测试

Allofthefollowingaremacro-environmentfactorsEXCEPT:

A:CompetitionB:DemographicC:CulturalD:SocialE:Economic

答案:AThelargestgenerationcohortinthewestis:

A:BabyboomersB:GenerationXC:GenerationYD:Seniors

答案:AWhenanalyzingcompetition,whatfactorsshouldwelookat?

A:IndirectcompetitorsB:NatureofcompetitionC:NumberofcompetitorsD:DierectcompetitorsE:Strengthsandweakenessesofcompetitors

答案:ABCDEWhenanalyzingcompetition,oneshouldputmoreemphasisondirectcompetitionthanonindirectcompetition.

A:对B:错

答案:BInaorligarplisticmarket,competitorsaregenerallysensitivetoeachother'spricechange.

A:错B:对

答案:B

第四章测试

Marketingresearchprovides_____thataidsdecisionmaking.

A:solution

B:informationC:ideasD:analysis

答案:BAllthefollowingarequalitativeresearchmethodsEXCEPT:

A:FocusgroupB:ExperimentC:ObservationD:In-depthinterview

答案:BSourceofinformationformarketingdecisionmakinginlcude_____.

A:MarketingAnalysisSytemB:InternalsecondarydataC:MarketingInformationSystemD:MarketingintelligenceE:MarketingResearchSystem

答案:BDEBeforeconductingprimaryresearch,oneshouldfirstexploretheoptionofsecondarydata.

A:错B:对

答案:BBecausefocusgroupprovidesrichinsights,onecanusefocusgroupfindingstomakepredictions.

A:错B:对

答案:A

第五章测试

Aconsumer'sunitofpurchaseisanindividualor（

）.

A:familyB:societyC:unitD:

collectivity

答案:AThepurchasingprocessofconsumersisthetransformationofconsumers'purchasingmotivationinto（

）.

A:purchasingwillpowerB:purchasingintentionsC:purchasingbehaviorD:purchasingpsychology

答案:CFactorsinfluencingconsumerbuyingbehaviorinclude（

）.

A:culturalfactorsB:individualfactors

C:socialfactors

D:situationalfactors

答案:ABCDDifferentsocialclasseshavedifferentpreferencesforthesamekindofconsumergoods.

A:对B:错

答案:AMalecustomersaremoredecisiveandquickwhenbuyinggoods,whilefemalecustomerstendtochoosecarefully.

A:错B:对

答案:B

第六章测试

Marketsegmentationreferstotheprocessinwhichenterprisesdividethemarketaccordingtothe(

)ofconsumersincertainaspects.

A:heterogeneityB:proportionalityC:similarityD:particularity

答案:AThemostattractivemarketsegmentshouldhavecharacteristicsof（

）

A:LowbarrierstoentryandlowbarrierstoexitB:LowbarrierstoentryandhighbarrierstoexitC:HighbarrierstoentryandhighbarrierstoexitD:Highbarrierstoentryandlowbarrierstoexit

答案:DWhenchoosingtargetmarketstrategy,considerationshouldbegivento（

）.

A:EnterpriseresourceB:ProductattributeC:Strategiccompetitor

D:MarketcharacteristicsE:Productlifecycle

答案:ABCDELargeusersusuallymakeuponlyasmallpercentageoftotalconsumption,sotheirshareislow.

A:对B:错

答案:BThekeytowinningandmaintaininglong-termconsumerspendingistounderstandconsumers'needsandbuyingprocessesmoreaccuratelythancompetitors,andtoprovidethemwithmorevalue.

A:错B:对

答案:B

第七章测试

Theso-calledbidirectionalextensionofproductlinemeansthattheenterpriseoriginallylocatedinthemid-rangeproductmarketwillextendtothetwo(

)directionsofproductlineaftermasteringthemarketadvantage.

A:eastandwestB:backandforthC:leftandrightD:upanddown

答案:DPeopledonotbuycosmeticstoobtainsomeofitschemicalcomponents,buttoobtainbeauty,fromthispointofview,thebeautificationfunctionthatcosmeticsproductprovideisacaseof（

）.

A:CoreproductlayerB:FormproductlayerC:PotentialproductlayerD:Additionalproductlayer

答案:AAccordingtoconsumers'buyinghabits，productscanbeclassifiedinto（

）.

A:durablegoodsB:specialtygoodsC:conveniencegoodsD:firstaiditemsE:shoppinggoods

答案:BCEProductisanimportantfactorinthemarketingmix,andotherfactorssuchasprice,distributionandpromotionmustbedecidedonthebasisofproduct.

A:错B:对

答案:BOncethenewproductissuccessfullytestedinthemarket,itmeansthatthenewproductcanbequicklyacceptedbyconsumers,andtheenterprisecanobtainrichprofits.

A:对B:错

答案:B

第八章测试

Inthecaseofoverproduction,facingfiercecompetitionortryingtochangeconsumerdemand,enterprises'mainobjectiveofpricingis（

）.

A:MakethecompanysurviveB:CurrentprofitmaximizationC:MaximizationofmarketshareD:Productcostminimization

答案:AAveragefixedcostistheshareoftotalfixedcostdividedby（

）.

A:totalcost

B:averagetotalcostC:productionvolumeD:variablecosts

答案:CTheadvantagesofcost-pluspricinginclude（

）.

A:ConducivetoprofitmaximizationB:Accuratepricing

C:PricecompetitionmaybeminimizedD:Greatlysimplifiesthepricingprocess

E:Feelingfair

答案:CDEThehighertheunitpriceis,themoreprofitmaximizationcanberealized.

A:对B:错

答案:BIfthedemandforagoodiselastic,amoderatereductioninpriceatthistimecanincreasesalesandmayalsoincreaseprofits.

A:错B:对

答案:B

第九章测试

Manufacturersoflowunitcostproductsusuallyselect(

)todistributetheirproducts.

A:wholesalersB:brokersC:retailersD:agents

答案:AAmarektingchannlewherethereareonlyalimitednumberofintermediariesatthesamedsitributionstageiscalled().

A:LongchannelB:narrowchannelC:shortchannelD:widechannel

答案:BThemajortypesofretailstoresinclude(

).

A:DiscountstoreB:SpecialtystoreC:ConveniencestoreD:SupermarketE:DirectsaleTV

答案:ABCDIntenstivedistributionissuitableforshoppinggoodsandspecialtygoods.

A:错B:对

答案:ADirectchannleisthemajortypeofdistributionforconsumergoods.

A:错B:对

答案:A

第十章测试

Whichofthefollowingistrueabouttherelationshipbetweenpromotionandmarketing?(

)

A:PromotionisthedevelopmentofmarketingB:PromotionisanintegralpartofmarketingstrategyC:PromotionismarketingD:Thekeyofmarketingispromotion

答案:BThecoreofthepromotionworkis（   ）.

A:SellingproductsB:CommunicationC:Prospectingforcustomers

D:Buildinggoodrelationships

答案:BRegardingtheclassificationofadvertisingtargets,whichofthefollowingstatementiscorrect?(

)

A:NotificationadvertisingismainlyusedtopromotenewproductsB:ReminderadvertisingisveryimportantinthematurityofaproductC:PersuasiveadvertisingisimportantinthematurityofaproductD:Persuasiveadvertisingisveryimportantinthecompetitiveperiodofproducts

答案:ABDAllthepromotionmeansofenterprisescanbedividedintotwocategories,oneispersonalmarketing,theotheristhemassmarketing.

A:错B:对

答案:BDuringtheinputperiod,moreadvertisementsshouldbemadetopromotethefunctionsoftheproducts.

A:对B:错

答案:A

第十一章测试

Thekeytodigitallyintegratedmarketingis(

).

A:consumptiongrowthrateB:consumershareC:marketshareD:marketgrowthrate

答案:BDigitalmarketingistheactivity,setofinsitutions,andprocessesforcreating,communicating,andtransactingvalueforcustomersandotherstakeholdersthrough(

).

A:mobiletechnologyB:internettechnologyC:socialmediaD:digitaltechnology

答案:DThemajorplatformsfordigitalmarketinginlcude(

).

A:EmailsB:mobiledeviceC:SearchenginesD:SocialmediaE:Websites

答案:ABCDEDigitalmarketingisthe