解密市场营销（双语）知到智慧树章节测试课后答案2024年秋吉林财经大学

解密市场营销（双语）知到智慧树章节测试课后答案2024年秋吉林财经大学第一章单元测试

Whichofthefollowingstatementsarecorrect?

A:Ethicsareasetofrules.B:Ethicsdependonsocial,culturalandindividualfactors.C:Ethicsaresubjectiveandimprecise.D:Ethicsareasetofmoralprinciplesthatguideattitudesandbehaviour.

答案:Ethicsdependonsocial,culturalandindividualfactors.；Ethicsaresubjectiveandimprecise.；Ethicsareasetofmoralprinciplesthatguideattitudesandbehaviour.Whichofthefollowingwouldbeconsideredapartnerintheformaldefinitionofmarketing?

A:Retailerswhosellanorganisation'sproductsB:Anadvertisingagencywhowritesthecopyforanorganisation'stelevisioncommercialC:CustomersD:Anorganisation'ssupplierofrawmaterials

答案:Retailerswhosellanorganisation'sproducts；Anadvertisingagencywhowritesthecopyforanorganisation'stelevisioncommercial；Anorganisation'ssupplierofrawmaterialsStakeholdersofanorganisationcouldinclude:______.

A:customersB:shareholdersC:ownersD:employees

答案:customers；shareholders；owners；employeesWhichofthefollowingsareaboutmarketingethicsissue?

A:AsalespersonexaggeratingthebenefitsofaproducttopersuadeacustomertopurchaseitB:Advertisingjunkfoodonchildren'stelevisionC:IncreasingthepriceofaproductduetoincreasedcustomerdemandandlimitedavailabilityD:Failingtoinformconsumersofknownpotentialrisksofusingaproduct

答案:Asalespersonexaggeratingthebenefitsofaproducttopersuadeacustomertopurchaseit；Advertisingjunkfoodonchildren'stelevision；FailingtoinformconsumersofknownpotentialrisksofusingaproductWhichofthefollowingsarepotentialbenefitsofanorganisationactinginasociallyresponsiblemanner?

A:GoodpublicityB:Itcanencourageconsumerstosupporttheorganisation.C:ThegenerationofgoodwillD:Itcanattractfutureemployees.

答案:Goodpublicity；Itcanencourageconsumerstosupporttheorganisation.；Thegenerationofgoodwill；Itcanattractfutureemployees.Aproductcanbe______.

A:anideaB:agoodC:aserviceD:aperson

答案:anidea；agood；aservice；apersonAbrandcanbe______.

A:anythingofferedtoamarketB:thebundleofattributesofaproductC:acollectionofsymbolsintendedtocreateanimageinacustomer'smindD:aname,logo,sloganordesignthatdifferentiatesaproduct

答案:acollectionofsymbolsintendedtocreateanimageinacustomer'smind；aname,logo,sloganordesignthatdifferentiatesaproductInmarketing,whichofthefollowingstatementsaboutpromotionarecorrect?

A:Itissimplyanothernameforadvertising.B:Itcanbeusedtoinformorpersuadecustomers.C:Itcanbeusedtoremindcustomersaboutaproduct.D:Itcanbeusedtocreateawareness.

答案:Itcanbeusedtoinformorpersuadecustomers.；Itcanbeusedtoremindcustomersaboutaproduct.；Itcanbeusedtocreateawareness.Whichofthefollowingaremarketingactivities?

A:PublicrelationsB:Research&DevelopmentC:PersonalsellingD:Accounting

答案:Publicrelations；PersonalsellingThetraditional4Psframeworkincludes______.

A:partnersB:peopleC:productD:place

答案:product；place

第二章单元测试

Anorganisationthatoutsourcesfunctionsthatcanbedonemoreefficientlybyspecialistexternalprovidersisshiftingthosefunctionsfrom_________.

A:itsinternalenvironmenttoitsmicro-environmentB:itsmicro-environmenttoitsmacro-environmentC:itsinternalenvironmenttoitsmacro-environmentD:itsinternalenvironmenttoitsexternalenvironment

答案:itsinternalenvironmenttoitsmicro-environment；itsinternalenvironmenttoitsexternalenvironmentAmoviestudiolobbyinggovernmentstointroduceharsherpenaltiesforthemasscopyingofpiratedDVDsisanexampleofanorganisationattemptingtoinfluenceits_________.

A:externalenvironmentB:marketingenvironmentC:targetmarketD:internalenvironment

答案:externalenvironment；marketingenvironmentWhichofthefollowingsarepartofanorganisation'smacro-environment?

A:SocioculturalforcesB:PoliticalforcesC:CompetitiveforcesD:Technologicalforces

答案:Socioculturalforces；Politicalforces；TechnologicalforcesWhichofthefollowingsareexamplesofaneconomicmacro-environmentalforce?

A:AriseininterestratesB:AfallindemandforcommoditiessuchascoalandironoreduetotheglobalfinancialcrisisC:TheAustraliandollarrisinginvalueD:Thelevelofconsumerspendingdecreasing

答案:Ariseininterestrates；Afallindemandforcommoditiessuchascoalandironoreduetotheglobalfinancialcrisis；TheAustraliandollarrisinginvalue；ThelevelofconsumerspendingdecreasingTherisinguseofsocialnetworkingsitescouldbeattributedto_________.

A:economicforcesB:technologicalforcesC:socioculturalforcesD:legalforces

答案:technologicalforces；socioculturalforcesFactorsthosearebeyondtheorganisation'sdirectcontrol,thoughtheorganisationmaybeabletohavesomeinfluenceoverthem,are_________.

A:opportunitiesB:threatsC:strengthsD:weaknesses

答案:opportunities；threatsWhichofthefollowingsaredemographiccharacteristics?

A:GenderB:AgeC:EthnicityD:Maritalstatus

答案:Gender；Age；Ethnicity；MaritalstatusThemacro-environmentencompasses_________.

A:localandstategeographiclevelsB:countryandregionalgeographiclevelsC:thefactorsoutsideoftheindustrythatinfluencethesurvivaloftheorganisationD:marketingplanning

答案:localandstategeographiclevels；countryandregionalgeographiclevels；thefactorsoutsideoftheindustrythatinfluencethesurvivaloftheorganisationKeyenvironmentalfactorsthatmarketersneedtoconsiderwhenanalysingthemarketingenvironmentincludepolitical,economic,sociocultural,_________forces.

A:technologicalB:culturalC:legalD:environmental

答案:technological；legal；environmentalSWOTincludes_________.

A:strengthsandthreatsB:weaknessesandopportunitiesC:weaknessandoppositionD:situationandthreats

答案:strengthsandthreats；weaknessesandopportunities

第三章单元测试

Thebroadinfluencesonconsumerbehaviourcanbecategorisedas_________.

A:situationalB:psychologicalC:individualD:group

答案:situational；individual；groupWhichofthefollowingwoulddescribeanopinionleaderfromamarketingperspective?

A:AreferencegroupmemberwhoprovidesrelevantandinfluentialadviceB:ApersonofhighstandinginthecommunityC:MediacommentatorswhohavealargeaudienceD:Yourone-month-oldbabysister

答案:Areferencegroupmemberwhoprovidesrelevantandinfluentialadvice；Apersonofhighstandinginthecommunity；MediacommentatorswhohavealargeaudienceWhichofthefollowingpurchasesituationswouldlikelybedescribedashighinvolvementintermsofconsumerdecision-making?

A:WeeklysupermarketshoppingB:ThepurchaseoffamiliarproductsC:ThepurchaseofmoreexpensiveproductsD:Infrequentlypurchase

答案:Thepurchaseofmoreexpensiveproducts；InfrequentlypurchaseHowcanamarketerattempttoreducethelikelihoodofapurchaseroftheirproductexperiencingcognitivedissonance?

A:ByincreasingthepriceoftheirproductB:Byofferingbonusesorrebatestoberedeemedsometimeafterpurchase,togivethepurchaseradditionalvalueC:Byensuringthattheirproducts,whenused,willmeetconsumerexpectationsD:Itisnotpossibleforamarketertoinfluencethepotentialcognitivedissonanceofaconsumer.

答案:Byofferingbonusesorrebatestoberedeemedsometimeafterpurchase,togivethepurchaseradditionalvalue；Byensuringthattheirproducts,whenused,willmeetconsumerexpectationsWhichcountriesbelowwouldscorelowerthanAustraliaorNewZealandonHofstede's'individualism'dimensionofculture?

A:ChinaB:IndiaC:JapanD:UnitedStates

答案:China；India；JapanWhichofthefollowingstatementsregardingsubculturesarecorrect?

A:Asubcultureisagroupcomprisingindividualsofsimilarrankwithinasocialhierarchy.B:Subculturesareimportanttomarketerswhentheirshoppingandpurchasingbehaviourissignificantlydifferentfromthereminderofpopulation.C:Asubcultureisagroupofindividualswhosharecommonattitudes,valuesandbehavioursthatdistinguishthemfromthebroaderculture.D:Ahip-popculturewouldbeanexampleofasubculture.

答案:Subculturesareimportanttomarketerswhentheirshoppingandpurchasingbehaviourissignificantlydifferentfromthereminderofpopulation.；Asubcultureisagroupofindividualswhosharecommonattitudes,valuesandbehavioursthatdistinguishthemfromthebroaderculture.；Ahip-popculturewouldbeanexampleofasubculture.Whichofthefollowingcouldbeareferencegroupforanindividual?

A:AworkorprofessionalgroupB:TheirfamilyC:TheiridolsD:Theirpets

答案:Aworkorprofessionalgroup；Theirfamily；TheiridolsDemographiccharacteristicsinclude_________.

A:educationlevelandgender.B:raceandreligiousbelief.C:lifestyleandpersonality.D:ageandincome.

答案:educationlevelandgender.；raceandreligiousbelief.；ageandincome.AccordingtoMaslow'stheory,whichofthefollowingneedswouldanindividualattempttosatisfybeforetheothers?

A:ThirstB:HungerC:SafetyD:Financial

答案:Thirst；HungerWhichofthefollowingstatementsarecorrect?

A:Perceptioncanbeparticulartoanindividual.B:Perceptioncanbeselective.C:Perceptionissubjective.D:Perceptionisobjective.

答案:Perceptioncanbeparticulartoanindividual.；Perceptioncanbeselective.；Perceptionissubjective.

第四章单元测试

Juicybuyssugarfromalocalfactoryandsellslolliestodepartmentstoresandsupermarkets.Whichmarketsdothesetransactionstakeplacein?

A:WholesalemarketsB:RetailmarketsC:ProducermarketsD:Resellermarkets

答案:Producermarkets；ResellermarketsInstitutionalmarketsaredistinguishedfromotherbusinessmarketsby_________.

A:thefacttheydonotsellgoods.B:theirnon-publicnature.C:thefacttheydonotsellservices.D:thenot-for-profitnatureoftheiractivities.

答案:theirnon-publicnature.；thenot-for-profitnatureoftheiractivities.High-valuepurchasesarerelativelycommoninwhichbusinessmarkets?

A:OnlineandconsumerB:ProducerandinstitutionalC:ConsumerandresellerD:Resellerandgovernment

答案:Producerandinstitutional；ResellerandgovernmentWhichofthefollowingstatementsaboutbusiness-to-businesstransactionsingeneralarelikelytobecorrect?

A:Therelationshipsbetweenbuyersandsellerstendtobeshortterm.B:Priceandotherconditionsofsalecanbeopentonegotiation.C:Theycanbeforhighvolumeandhighvaluepurchases.D:Theycaninvolveregularrepeatpurchases.

答案:Priceandotherconditionsofsalecanbeopentonegotiation.；Theycanbeforhighvolumeandhighvaluepurchases.；Theycaninvolveregularrepeatpurchases.Guitarsusuallyhaveebonyorrosewoodfretboards.Thedemandforebonyandrosewoodvarieswiththedemandforguitars.Thisisanexampleof_________.

A:elasticdemandB:jointdemandC:consumerdemandD:deriveddemand

答案:jointdemand；deriveddemandCompanyAbuysglueforuseinmanufacturingitsproductsfromcompaniesB,CandD.WhichofthefollowingareunlikelytodecreasetheamountofgluethatCompanyAdemands?

A:CompanyEbeginsbuyinggluefromcompaniesB,CandD.B:CompanyCincreasesitsglueprices.C:CompanyBbeginssellinggluetoconsumers.D:CompanyDstopsproducingglue.

答案:CompanyEbeginsbuyinggluefromcompaniesB,CandD.；CompanyCincreasesitsglueprices.；CompanyBbeginssellinggluetoconsumers.；CompanyDstopsproducingglue.Whichofthefollowingsarecorrect?

A:Businesspurchasingdecisionsofteninvolvedevelopmentofaformalproductrequirementspecification.B:Buyershavethefinalauthoritytomakebusinesspurchasingdecisions.C:Newtaskpurchasesarelikelytoinvolveextensiveevaluationofoptions.D:Manybusinessesusemultiplesupplierssotheyarenotoverlyreliantonanyoneotherbusiness.

答案:Businesspurchasingdecisionsofteninvolvedevelopmentofaformalproductrequirementspecification.；Newtaskpurchasesarelikelytoinvolveextensiveevaluationofoptions.；Manybusinessesusemultiplesupplierssotheyarenotoverlyreliantonanyoneotherbusiness.Inwhichofthefollowingbusinessmarketsarehigh-volumepurchaseslikelytobeacharacteristic?

A:ResellermarketB:InstitutionalmarketC:GovernmentmarketD:Consumermarket

答案:Resellermarket；Institutionalmarket；GovernmentmarketWhichofthefollowingstatementsarecorrect?

A:Whileindustrydemandtendstobeinelastic,demandforthebusinessproductsofanyparticularcompanycanbeelastic.B:Demandforcomponentsinbusinessmarketsmostlytendstobepriceinelastic.C:Equipmentsupplierscantakeadvantageofjointdemandbyofferingongoingsupplyofmaintenanceandconsumables.D:Ajust-in-timeapproachtotakingdeliveryofcomponentsreducesinventorycosts,butincreasestheriskthattheproductionprocesswillbebroughttoahaltbytheshortageofanycomponent.

答案:Whileindustrydemandtendstobeinelastic,demandforthebusinessproductsofanyparticularcompanycanbeelastic.；Demandforcomponentsinbusinessmarketsmostlytendstobepriceinelastic.；Equipmentsupplierscantakeadvantageofjointdemandbyofferingongoingsupplyofmaintenanceandconsumables.；Ajust-in-timeapproachtotakingdeliveryofcomponentsreducesinventorycosts,butincreasestheriskthattheproductionprocesswillbebroughttoahaltbytheshortageofanycomponent.Whichstepsofthebusinessdecision-makingprocessmaybeomittedforthestraightrebuy?

A:Problem/needrecognitionB:EvaluationofoptionsC:Post-purchaseevaluationD:Informationsearch

答案:Evaluationofoptions；Informationsearch

第五章单元测试

Whichofthefollowingstatementsarecorrect?

A:Customisedmarketingisbestsuitedtosituationswherebuyershaveuniquewants,needsanddemands.B:Targetmarketingisbestsuitedtosituationswheresubgroupsinthemarketcanbeidentifiedthathavesimilarcharacteristics.C:Massmarketingisbestsuitedtosituationswherebuyershavecommonwants,needsanddemands.D:Targetmarketingisbestsuitedtosituationswherebuyershavecommonwants,needsanddemands.

答案:Customisedmarketingisbestsuitedtosituationswherebuyershaveuniquewants,needsanddemands.；Targetmarketingisbestsuitedtosituationswheresubgroupsinthemarketcanbeidentifiedthathavesimilarcharacteristics.；Massmarketingisbestsuitedtosituationswherebuyershavecommonwants,needsanddemands.Whichofthefollowingstatementsarecorrect?

A:Andifferentiatedapproachtomarketingpotentiallyallowsanorganisationtoachieveeconomiesofscaleinproduction.B:Massmarketingallowsforanorganisationtobuildcloserelationshipswithcustomers.C:Anundifferentiatedapproachtomarketingpotentiallyallowsanorganisationtoachieveeconomiesofscaleinproduction.D:Massmarketingisanundifferentiatedapproachtomarketing.

答案:Anundifferentiatedapproachtomarketingpotentiallyallowsanorganisationtoachieveeconomiesofscaleinproduction.；Massmarketingisanundifferentiatedapproachtomarketing.Whichofthefollowingwouldbeadvantagesofacustomisedmarketingstrategy?

A:Positiveword-of-mouthcustomerreferralsB:CustomerloyaltyC:BuildingcloserelationshipswithacustomerD:Potentialrepeatpurchasesfromthecustomer

答案:Positiveword-of-mouthcustomerreferrals；Customerloyalty；Buildingcloserelationshipswithacustomer；PotentialrepeatpurchasesfromthecustomerWhichofthefollowingstatementsarecorrect?

A:Anarchitectdesigningacouple's'dream'homeisanexampleofcustomisedmarketing.B:Amarketsegmenthasdistinctiveneeds,butthemembersofthesegmenthavesimilarneeds.C:Amarketsegmenthassimilarneeds,butthemembersofthesegmenthavedistinctiveneeds.D:Amarketsegmenthasdistinctiveneeds,andthemembersofthesegmenthavedistinctiveneeds.

答案:Anarchitectdesigningacouple's'dream'homeisanexampleofcustomisedmarketing.；Amarketsegmenthasdistinctiveneeds,butthemembersofthesegmenthavesimilarneeds.Whichofthefollowingstatementsarecorrect?

A:Marketscanbesegmentedmanydifferentwaysusingdifferentsegmentationvariables.B:Marketsegmentsshouldbeselectedfortargetingafteranevaluationprocess.C:Anorganisationfollowingthetargetmarketingconceptshouldtargetallmarketsegments.D:Differenttargetmarketsmayrequireadifferentpositioningstrategy.

答案:Marketscanbesegmentedmanydifferentwaysusingdifferentsegmentationvariables.；Marketsegmentsshouldbeselectedfortargetingafteranevaluationprocess.；Differenttargetmarketsmayrequireadifferentpositioningstrategy.Whichofthefollowingstatementsarecorrect?

A:Targetinggeographicareasthathaveahighnumberofpotentialcustomersmaycreatedistributionefficienciesforanorganisation.B:Geographicsegmentationvariablesincludeageandgender.C:Geographicsegmentationvariablesincludeclimate.D:Geographicsegmentationallowsforthesegmentationofverysmallgeographicalareas,suchasasinglesuburb.

答案:Targetinggeographicareasthathaveahighnumberofpotentialcustomersmaycreatedistributionefficienciesforanorganisation.；Geographicsegmentationvariablesincludeclimate.；Geographicsegmentationallowsforthesegmentationofverysmallgeographicalareas,suchasasinglesuburb.Whichofthefollowingstatementsarecorrect?

A:Aproduct,organisationorbrandmaybeabletoberepositioned.B:Thepositioningofanorganisation,itsproduct/sandbrand/sshouldbeconsistentlyreinforced.C:Howanorganisationwishestopositionitsproductofferingtoatargetmarketshouldinfluencethedevelopmentofitsmarketingmixforthattargetmarket.D:Thepositioningofanorganisation,itsproduct/sandbrand/sshouldbechangedregularly.

答案:Aproduct,organisationorbrandmaybeabletoberepositioned.；Thepositioningofanorganisation,itsproduct/sandbrand/sshouldbeconsistentlyreinforced.；Howanorganisationwishestopositionitsproductofferingtoatargetmarketshouldinfluencethedevelopmentofitsmarketingmixforthattargetmarket.Whichofthefollowingcaninfluencethemarketpositionofanorganisation,itsproducts,oritsbrandsinthemindsoftargetconsumers?

A:Thecustomer'sexperienceoftheorganisation,product,orbrandB:Thefeaturesoftheorganisation'sproductC:AdvertisingandotherpromotionaleffortsD:Thepriceoftheorganisation'sproduct

答案:Thecustomer'sexperienceoftheorganisation,product,orbrand；Thefeaturesoftheorganisation'sproduct；Advertisingandotherpromotionalefforts；Thepriceoftheorganisation'sproductWhichofthefollowingwouldbeconsiderationsforanorganisationinevaluatingmarketsegmentsanddecidingwhichtotarget?

A:ThepotentialsalesvolumeandrevenuesofdifferentmarketsegmentsB:Anunderstandingand/oranalysisofcompetitorsandhowtheirofferingsareseenbypotentialtargetmarketsegmentsC:TheabilityoftheorganisationtosatisfytheneedsandexpectationsofdifferentmarketsegmentsD:Thecosttotheorganisationoftargetingthatmarketsegment

答案:Thepotentialsalesvolumeandrevenuesofdifferentmarketsegments；Anunderstandingand/oranalysisofcompetitorsandhowtheirofferingsareseenbypotentialtargetmarketsegments；Theabilityoftheorganisationtosatisfytheneedsandexpectationsofdifferentmarketsegments；ThecosttotheorganisationoftargetingthatmarketsegmentWhichofthefollowingstatementsarecorrect?

A:Psychographicsegmentationvariablesincludeconsumerpersonalityattributes.B:Psychographicsegmentationvariablesincludeconsumerbrandloyalty.C:Psychographicsegmentationvariablesincludeconsumer'sbenefitexpectationsofaproduct.D:Psychographicsegmentationvariablesincludeconsumerlifestyles.

答案:Psychographicsegmentationvariablesincludeconsumerpersonalityattributes.；Psychographicsegmentationvariablesincludeconsumerlifestyles.

第六章单元测试

Whichofthefollowingstatementsarecorrect?

A:Aserviceusuallyinvolvestransferofownership.B:Aphysicalgoodisaproduct.C:Aphysicalgoodistangible,aserviceisintangible.D:Aserviceisaproduct.

答案:Aphysicalgoodisaproduct.；Aphysicalgoodistangible,aserviceisintangible.；Aserviceisaproduct.Whichofthefollowingstatementsarecorrect?

A:Thecoreproductcomprisesthefundamentalproductbenefitthatsatisfiestheconsumer'sneedorwant.B:Aproductcanbeaconsumerproductorabusiness-to-businessproduct,butnotboth.C:Forsomeproducts,supportservicesandguaranteesmaybeattheaugmentedproductlevel,andforotherproducts,thesesamefeaturesmaybeattheexpectedlevel.D:Formanyproducts,ascompetitionincreasesovertime,featuresthatcouldoncehavebeenclassifiedasaugmentedbecomeexpectedorevencorefeatures.

答案:Thecoreproductcomprisesthefundamentalproductbenefitthatsatisfiestheconsumer'sneedorwant.；Forsomeproducts,supportservicesandguaranteesmaybeattheaugmentedproductlevel,andforotherproducts,thesesamefeaturesmaybeattheexpectedlevel.；Formanyproducts,ascompetitionincreasesovertime,featuresthatcouldoncehavebeenclassifiedasaugmentedbecomeexpectedorevencorefeatures.Forwhichofthefollowingproductsisaconsumerlikelytopurchasewithlittleornoengagementinthedecision-makingprocess?

A:UnsoughtB:ConvenienceC:ShoppingD:Specialty

答案:Unsought；ConvenienceConvenienceproductsinclude_________.

A:impulseproductsB:business-to-businessproductsC:emergencyproductsD:stapleproducts

答案:impulseproducts；emergencyproducts；stapleproductsBusiness-to-businessproductsinclude_________.

A:servicesandsuppliesB:equipmentC:partsandmaterialsD:stapleproducts

答案:servicesandsupplies；equipment；partsandmaterialsWhichofthefollowingstatementsarecorrect?

A:henewproductdevelopmentphaseoftheproductlifecyclecaninvolvesubstantialcostsforanorganisation.B:Productsmaybeunprofitableintheintroductionphaseoftheproductlifecycle.C:Thestagethataproductisatintheproductlifecycledependssolelyonhowlongtheproducthasbeeninthemarket.D:Inthematurityphaseoftheproductlifecycle,saleswillmostlikelypeakorstarttofall.

答案:henewproductdevelopmentphaseoftheproductlifecyclecaninvolvesubstantialcostsforanorganisation.；Productsmaybeunprofitableintheintroductionphaseoftheproductlifecycle.；Inthematurityphaseoftheproductlifecycle,saleswillmostlikelypeakorstarttofall.Whichofthefollowingstatementsarecorrect?

A:Promotionalactivitiestobuildawarenessofaproductaremostlikelytobenecessaryintheintroductionphaseoftheproductlifecycle.B:Business-to-businessproductsincludeproductsthatorganisationsuseintheproductionofotherproducts.C:Business-to-businessproductsincludeproductsthatorganisationsuseintheirdailyoperations.D:Onceaproducthasreachedthematurityphaseoftheproductlifecycle,itisnotpossibletomovebacktothegrowthstage.

答案:Promotionalactivitiestobuildawarenessofaproductaremostlikelytobenecessaryintheintroductionphaseoftheproductlifecycle.；Business-to-businessproductsincludeproductsthatorganisationsuseintheproductionofotherproducts.；Business-to-businessproductsincludeproductsthatorganisationsuseintheirdailyoperations.Abrand_________.

A:isanameB:isadesignC:isacollectionofsymbolsD:isaslogan

答案:isaname；isadesign；isacollectionofsymbols；isasloganWhichofthefollowingstatementsareincorrect?

A:Brandequityistheaddedvaluethatabrandgivesaproduct.B:Atrademarklegallyregistersabrandnameorbrandmarkinorderthatanorganisationmayexclusivelyuseitinthemarket.C:Brandequityisdeterminedbytheorganisationratherthantheconsumer.D:Acustomer'sbrandloyalty,onceestablished,willneverchange.

答案:Brandequityisdeterminedbytheorganisationratherthantheconsumer.；Acustomer'sbrandloyalty,onceestablished,willneverchange.Whichofthefollowingstatementsarecorrect?

A:Manufacturerbrandsareownedbyproducersandclearlyidentifiedatthepointofsale.B:Manufacturerbrandsarethemostcommontypeofbrand.C:Privatelabelbrandsareownedbyresellers(suchaswholesalersandretailers).D:Privatelabelbrandsarebecomingmorecommon.

答案:Manufacturerbrandsareownedbyproducersandclearlyidentifiedatthepointofsale.；Manufacturerbrandsarethemostcommontypeofbrand.；Privatelabelbrandsareownedbyresellers(suchaswholesalersandretailers).；Privatelabelbrandsarebecomingmorecommon.

第七章单元测试

Whichofthefollowingfactorswouldbelikelytoinfluenceanorganisation'spricingdecisionforitsproducts?

A:Competitors'pricesB:Production,communicationanddistributioncostsC:RequiredprofitabilityD:Customers'willingnesstopay

答案:Competitors'prices；Production,communicationanddistributioncosts；Requiredprofitability；Customers'willingnesstopayWhichofthefollowingstatementsarecorrect?

A:Priceisameasureofvalueforbuyers.B:Priceisameasureofvalueforsellers.C:Anexchangeofvaluealwaysinvolvesamonetarytransaction.D:Not-for-profitorganisationsmaychargeapricefortheirproducts.

答案:Priceisameasureofvalueforbuyers.；Priceisameasureofvalueforsellers.；Not-for-profitorganisationsmaychargeapricefortheirproducts.Whichofthefollowingstatementsarecorrect?

A:Pricecannotbeflexibleintheshortterm.B:Aproduct'spricemaybesetlowinitiallyinordertopenetrateamarket.C:Theunitcostofproductionofaproductmaydecreaseasproductionquantityofitincreases.D:Anorganisationmayadjustitspricesatvarioustimesoftheyeartostimulatedemandandgeneratecashflow.

答案:Aproduct'spricemaybesetlowinitiallyinordertopenetrateamarket.；Theunitcostofproductionofaproductmaydecreaseasproductionquantityofitincreases.；Anorganisationmayadjustitspricesatvarioustimesoftheyeartostimulatedemandandgeneratecashflow.Whichofthefollowingstatementsarelikelytobeincorrect?

A:Pricesarelesslikelytobeintheadvertisement.B:High-price,high-marginspecialtybrandsareusuallysoldthroughintensive,conveniencedistribution.C:Low-priced,high-volumeproductsareusuallysoldthroughselectiveretaildistribution.D:Lowpricesareconsistentwithahighqualitypositioningapproach.

答案:High-price,high-marginspecialtybrandsareusuallysoldthroughintensive,conveniencedistribution.；Low-priced,high-volumeproductsareusuallysoldthroughselectiveretaildistribution.；Lowpricesareconsistentwithah