Marketing智慧树知到期末考试答案章节答案2024年上海对外经贸大学

Marketing智慧树知到期末考试答案+章节答案2024年上海对外经贸大学Secondarydataisdataoriginatedbytheresearcherforthespecificpurposeofaddressingtheresearchproblem.（）

答案:错Applicationfees,tuition,andfinesareallexamplesofprices.（）

答案:对Aquestionnaireisaninformalsetofquestionsforobtaininginformationfromrespondents.（）

答案:错WhicharestrategiestomanageChannelconflict?（）

答案:Jointmemberships;Employeeexchange;DualcompensationForsomeintermediaries,theyassistinthedistributionprocessbutneithertaketitletogoodsnornegotiatepurchasesorsales.Wecallthem_______.（）

答案:Differencesinperception;Unclearrolesandrights;Goalincompatibility;Transaction-specificinvestmentRenaultanditsrivalsareracingtooffermiddle-classconsumersanewvaluepropositionbysellingcarsfortheequivalentof$10,000orless.OntheheelsofRenaultsuccesswithDaciaLogancamethe$2,500NanofromIndiaTataMotors.Thisillustratesthat________.（）

答案:marketsuccessdependsonreachingathresholdofacceptablequalityforconsumers.Forsomeintermediaries,theybuy,taketitleto,andresellthemerchandise.Wecallthem(ABC).

答案:Merchants________referstoamarket-coveragestrategyinwhichafirmdecidestoignoremarketsegmentdifferencesandgoafterthewholemarketwithoneoffer.（）

答案:UndifferentiatedmarketingBrandsalsoprovidefirms_________.Abrandcanhaveintellectualpropertyrights,offeringlegaltitletothebrandowner.Thebrandnamecanbeprotectedthroughregisteredtrademarks;manufacturingprocessescanbeprotectedthroughpatents,andpackagingcanbeprotectedthroughcopyrightsanddesigns.（）

答案:legalprotectionforuniquefeaturesoraspectsofaproductTherecordingofbehavioralpatternsofpeople,objects,andeventsinasystematicmannertoobtaininformationaboutthephenomenonofinterestiscalled________.（）

答案:observationInamarketwith________,themarketconsistsofmanybuyersandafewsellerswhoarelikelytohavesimilarpricing.（）

答案:oligopolisticcompetitionThefullmixofbenefitsonwhichabrandisdifferentiatedandpositionedisknownasthebrand________.（）

答案:valueproposition台达汽车根据客户的年龄、性别和收入销售汽车。以下哪种类型的市场细分在这里很明显（）？

答案:demographicsegmentationWhencustomershavelowinvolvementinapurchasebutperceivesignificantbranddifferences,theywillmostlikelyengagein________.（）

答案:variety-seekingbuyingbehaviorAccordingtomanagementguruPeterDrucker,"Theaimofmarketingisto________.（）

答案:makesellingunnecessaryPolloCampero,achickenrestaurantchainbasedinCentralAmerica,isusingthefollowingmethodforexpandingoperationsintheUnitedStates.（）

答案:franchising________areconsumerproductsandservicesthatcustomersusuallybuyfrequently,immediately,andwithminimalcomparisonandbuyingeffort.（）

答案:convenienceproductsSomecompaniesobtaintherightstousethenamesorsymbolspreviouslycreatedbyothermanufacturersforafee.Thisprocessisknownas________.（）

答案:licensingThecompaniescangetlotsofbenefitsfromco-branding.Whichonedoesnotinclude?（）

答案:improveproductqualityNotalltypesofingredientbrandingareco-branding.Whichoneisnotatypeofingredientbranding?（）

答案:Tide’slavender-scenteddetergent________istheassignmentofvalue,ortheamountaconsumermustgivetoreceiveaproduct.（）

答案:PriceSecondarydataisdataoriginatedbytheresearcherforthespecificpurposeofaddressingtheresearchproblem.（）A.TRUEB.FALSE

答案:错Aquestionnaireisaninformalsetofquestionsforobtaininginformationfromrespondents.（）A.TRUEB.FALSE

答案:错Whenlittleisknownabouttheproblemsituation,itisdesirabletobeginwithdescriptiveresearch.（）

答案:错Astructuredquestionnaireisgiventoasampleofapopulationandisdesignedtoelicitspecificinformationfromrespondentswhenusingthesurveymethod.（）A.TRUEB.FALSE

答案:对Asinglequestionthatattemptstocovertwoissuesiscalledadouble-barreledquestion.（）A.TRUEB.FALSE

答案:对Forbrick-and-clickcompanies,howtocoordinatetheinterestbetweentraditionalintermediariesande-commercechannel?（）

答案:OfferdifferentbrandsorproductsontheInternet;TakeordersontheWebsitebuthaveretailersdeliverandcollectpayment;OfferofflinepartnershighercommissionstocushionthenegativeimpactonsalesB2Bsitesgivebuyerseasyaccesstoagreatdealofinformationfrom:（）

答案:Infomediaries;SupplierWebsites;Customercommunities;MarketmakersAbuyer’sdecisionsareinfluencedby________suchasthebuyer’sageandlife-cyclestage,occupation,economicsituation,lifestyle,personality,andself-concept.（）

答案:personalcharacteristics"Designinganeffectivemarketingmixalsoconveystopotentialbuyersaclearcustomer________,whichisaclusterofbenefitsthatanorganizationpromisescustomerstosatisfytheirneed.（）

答案:valueproposition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（）。

答案:下Thepercentageofthetotalattemptedinterviewsthatarecompletedisreferredtoas________.（）

答案:responserateConsumerproductsreferto________.（）

答案:productsandservicesboughtbyfinalconsumersforpersonalconsumptionprimarilyintangibleofferingsfrommarketersFromaneconomicperceptive,brandsfacilitateconsumersto_________forproductsbothinternally(intermsofhowmuchtheyhavetothink)andexternally(intermsofhowmuchtheyhavetolookaround).（）

答案:reducesearchcostsFlurrbies,abrandofuniquewinteraccessoriesthatquicklyfellinandoutoffavorwithcustomers,isanexampleofa（）.

答案:fadA________referstothewayaproductisdefinedbyconsumersonimportantattributes—theplacetheproductoccupiesinconsumersmindsrelativetocompetingproducts.（）

答案:productposition________isanobservationalresearchstrategyinwhichhumanobserversrecordthephenomenonbeingobservedasitoccurs.（）

答案:Personalobservation"Thesetofmarketingtoolsafirmusestoimplementitsmarketingstrategyiscalledthe________.（）

答案:marketingmix根据管理大师彼得·德鲁克（PeterDrucker）的说法，“营销的目的是（）。

答案:使销售变得不必要"Themajormarketingmixtoolsareclassifiedintofourgroups,namelyproduct,price,place,and______.（）

答案:promotionBrandsprovidefirms_________.Abrandcanhaveintellectualpropertyrights,offeringlegaltitletothebrandowner.（）

答案:legalprotectionforuniquefeaturesoraspectsofaproduct品牌供应商（）。品牌可以拥有知识产权，为品牌所有者提供合法所有权。

答案:对产品独特功能或方面的法律保护公关公司根据特定客户的需求和喜好定制广告和促销服务。这是例证（）。

答案:个人营销Whichofthefollowingistruewithregardtoproducts?（）

答案:Productsincludeservices,events,persons,places,organizations,ideas,oramixtureofthese.Whichofthefollowingisanexampleofaconvenienceproduct?（）

答案:fastfood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。

答案:感知价值WhichofthefollowingisNOTacommonvariableusedbybothconsumerandbusinessmarketerswhilesegmentingmarkets?（）

答案:operatingcharacteristicsWhichofthefollowingisanexternalinfluencethataffectspricingdecisions?（）

答案:competitionA________isaname,term,sign,symbol,design,oracombinationofthese,thatidentifiesthemakerorsellerofaproductorservice.（）

答案:brand通过（）差异化，品牌可以在功能、性能或风格和设计上实现差异化。

答案:产品展示"Thefirmmustblendeachmarketingmixtoolintoacomprehensive________marketingprogramthatcommunicatesanddeliverstheintendedvaluetochosencustomers.（）

答案:integratedWhichofthefollowingistruewithregardtoservices?（）

答案:Servicesareaformofproductthatconsistsofactivities,benefits,orsatisfactionsofferedforsale.Manymarketingmanagersdefineabrandasmorethanjustthat—assomethingthathasactuallydevelopedacertainamountofsomething,whichdoesnotinclude_____.（）

答案:valuechain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（）？

答案:构建提供卓越价值的整合营销计划WhichofthefollowingisNOTatypeofpricingobjective?（）

答案:elasticityA(n)________isastructuredtechniquefordatacollectionthatconsistsofaseriesofquestions,writtenorverbal,whicharespondentanswers.（）

答案:questionnaireApublicrelationsfirmtailorsitsadvertisingandpromotionalservicesaccordingtotheneedsandpreferencesofspecificcustomers.Thisexemplifies________.（）

答案:individualmarketing单选题________isanobservationalresearchstrategyinwhichhumanobserversrecordthephenomenonbeingobservedasitoccurs.（）

答案:PersonalobservationWhatsetsthefloorforproductprices?（）

答案:productcosts一个细分市场如果（）的吸引力较小。新进入者A.is难以进入

答案:已经包含许多强大而激进的竞争对手Indigitalmarketing,whatkindofcustomersbringmostoftheprofits?（）

答案:RegularcustomersCompaniesrisklosingtheirhomemarkets________.（）

答案:astheymayfindforeigncompetitorsintheirownbackyardsWhydocompaniesfailtoconductco-branding?Whichonedoesnotinclude?（）

答案:borrowthenecessaryexpertiseWhatdobrandsmattertoconsumers?Whichonedoesnotinclude?（）

答案:asourceofcompetitiveadvantageandfinancialreturns（）实际区分公司的市场产品，创造卓越的客户价值。

答案:差异化A________consistsofasetofbuyerswhosharecommonneedsorcharacteristicsthatthecompanydecidestoserve.（）

答案:targetmarket________isanunstructured,exploratoryresearchmethodologybasedonsmallsamples,whichprovidesinsightsandunderstandingoftheproblemsetting.（）

答案:QualitativeresearchWhenacompetitorcutsitsprice,acompanymightdecideto________ifitbelievesitwillnotlosemuchmarketshareorwouldlosetoomuchprofitbycuttingitsownprice.（）

答案:maintainitscurrentpriceandprofitmarginU.S.sugarimportquotashaveexistedformorethan50yearsandpreserveabouthalfoftheU.S.sugarmarketfordomesticproducers.WhydoestheUnitedStatescontinuetohavethesequotas（）?

答案:toreducecompetitionforitsdomesticsugarindustryWhichofthefollowingmajordecisionsshouldacompanymakeimmediatelyafteritdecidestooperateinternationally?（）

答案:decidingwhichmarketstoenterTosuccessfullymarkettheCorvettetotheEuropeanmarket,GeneralMotorshadtomaketheautomobileshorterandnarrower.GMchosetousea________strategywiththeCorvette.（）

答案:productadaptationPolloCampero,achickenrestaurantchainbasedinCentralAmerica,isusingthefollowingmethodforexpandingoperationsintheUnitedStates:（）

答案:franchisingThedecisiontoenteroneormoreparticularmarketsoutsidethehomecountrydependsonallofthementionedfactorsexcept:（）

答案:threatsCompetitoranalysisisimportantbecause:（）

答案:Alloftheabove.Whichofthefollowingisamethodofcompetitoranalysis?（）

答案:BothAandBabove.Strikingabalancebetweencustomerorientationandcompetitiveorientationmeans:（）

答案:Balancingthefocusonunderstandingandmeetingcustomerneedswithanawarenessofandresponsetocompetitoractivities.Acostleadershipstrategyischaracterizedby:（）

答案:Providingthelowestcostforatypeofproductorservice.Acompanyimplementingadifferentiationstrategywouldlikely:（）

答案:Strivetomakeitsproductuniqueandattractivetocustomers.Whatisasignificantadvantageofdigitalmarketing?（）

答案:Itallowsbusinessestoreachaglobalmarketplace.HowisdigitalmarketinginfluencedbyAI(ArtificialIntelligence)?（）

答案:AIhelpsinimprovingpersonalizationandcustomerserviceindigitalmarketing.Whichofthefollowingisapotentialdisadvantageofdigitalmarketing?（）

答案:Itcanleadtonegativepublicreactionsifnotusedcorrectly.Whatisakeytrendindigitalmarketingforthefuture?（）

答案:GreateruseofAIandbigdataforpersonalizedmarketing.WhatisDigitalMarketing?（）

答案:Promotionofproductsorbrandsviaoneormoreformsofelectronicmedia.Themajorpromotiontoolthatincludescatalogs,telephonemarketing,kiosks,theInternet,andmoreiscalled________.（）

答案:directmarketingIntegratedmarketingcommunicationsproducesbettercommunications________andgreater________impact.（）

答案:consistency;salesWhatdomanycompaniesusetosetsalesforcesize?（）

答案:workloadapproach________becomesmoreimportantascompetitionincreases.Thecompany’sobjectiveistobuildselectivedemand.（）

答案:PersuasiveadvertisingThe_______budgetsettingmethodisoftenpreferredbecauseitisthemostlogicalmethod.Itdealsmorewithspecificpromotiongoalsandaccomplishments.（）

答案:objective-and-taskAnapproachcalled________iswhenacompanyusesagroupofpeoplefromsales,marketing,engineering,finance,technicalsupport,andevenuppermanagementtoservicelarge,complexaccounts.（）

答案:teamsellingOfthemainconsumerpromotiontools,whichisthemosteffectiveforintroducinganewproduct?（）

答案:samplingAmessageshowingaproduct’squality,economy,value,orperformanceiscalleda________appeal.（）

答案:rationalWhythechannelmanagementisimportant?（）

答案:Channeldecisionsincluderelativelylong-termcommitmentswithotherfirmsaswellasasetofpoliciesandprocedures.;Thedecisionaboutamarketingchannelsystemisoneofthemostcriticalfactorsmanagementfaces.;Thechannelsthatthecompanychosenprofoundlyaffectallothermarketingdecisions.;Inmanagingitsintermediaries,thefirmmustdecidehowmuchefforttodevotetopushversuspullmarketing.Achannelconsistsofaproducer,wholesaler(s),andretailer(s).Andallthischannelmembersactasaunifiedsystem.Whatmarketingsystemarethey?（）

答案:VerticalmarketingsystemWhichtypeofpowerisnotchannelpower?（）

答案:NegotiatingpowerForsomeintermediaries,theysearchforcustomersandmaynegotiateontheproducer’sbehalfbutdonottaketitletothegoods.Wecallthem________.（）

答案:Brokers;Manufacturer’srepresentativesWhicharecausesofchannelconflict?（）

答案:Differencesinperception;Unclearrolesandrights;Goalincompatibility;Intermediaries’dependenceonthemanufacturerWhichfunctionsconstituteabackwardflowfromcustomerstothecompany?（）

答案:Negotiation;Ordering;PaymentBasedonthenumberofintermediaries,thethreestrategeisfordistributionare________.（）

答案:Selectivedistribution;Exclusivedistribution;IntensivedistributionTheproducts,suchasheatingandcoolingsystems,whichrequirsinstallationormaintenance,areusuallysoldby________.（）

答案:FranchiseddealersCompaniesthatsetalowpriceforanewproductinordertoattractalargenumberofbuyersandalargemarketshareareusingthe________strategy.（）

答案:market-penetrationpricingWhichofthefollowingistrueaboutthedemandcurve?

答案:Itshowstherelationshipbetweenproductdemandandproductprice.Whatsetstheceilingforproductprices?（）

答案:customerperceptionsoftheproduct'svalueA(n)________isastraightreductioninpriceonpurchasesduringastatedperiodoftimeoroflargerquantities.（）

答案:discountWhydothesecompaniesrequireco-branding?（）

答案:reducethecostofproductintroduction;leverageequitytheydonothave;somebrandscanborrowthenecessaryexpertiseProductsincludetangiblegoods,andservices_______,events,people,places,organisations,ideas,oramixtureofthese.（）

答案:Placesandorganization;Ideas;Eventsandpeople;MixtureoftheseThreelevelsofproductsandservicesinclude______.（）

答案:Anaugmentproduct;Anactualproduct;ThecorecustomervalueWhydobrandsmattertofirms?（）

答案:Brandsarevaluablepiecesoflegalproperty,capableofattractingmanyloyalconsumersandofinfluencingpotentialconsumers;Brandingcanbeviewedasapowerfulmeanstosecurecompetitiveadvantage.;Brandscanalsoprovideacertainlevelofasignalofquality,facilitatingsatisfiedconsumerstoeasilychoosetheproductagain.;Abrandcanhaveintellectualpropertyrights,offeringlegaltitletothebrandowner.Marketershavealsodividedproductsandservicesintotwobroadclassesbasedonthetypesofcustomersthat