国际市场营销（山东交通学院）答案2023

第二章测试

1.The task of any business is to ________.
A:reduce competition B:communicate similar value as provided by competitors C:differentiate in terms of cost of production D:deliver customer value at a profit E:create customer needs
答案:D
2.In the cycle of complete strategic planning, taking corrective action is a part of ________.
A:organizing B:analyzing C:controlling D:planning E:implementation 3.Of the four organizational levels, the corporate level is likely to make which of the following decisions?
A:strategic plan for individual business units B:marketing plan for each product C:resource allocation for each product D:entering a new market E:choosing specific suppliers for each business unit 4.The marketing plan, the central instrument for directing and coordinating the marketing effort of a company, operates at the ________ levels.
A:corporate and operational B:strategic and tactical C:corporate and division D:customer and expenditure E:functional and operational 5.The ________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities.
A:corporate mission B:organizational plan C:strategic marketing plan D:corporate tactical plan E:customer-value statement 6.Juan Garcia plans the daily promotional releases about his company's products and services. He can be described as a(n) ________ planner.
A:strategic B:operational C:selective D:tactical E:niche 7.Which of the following is an example of growth by diversification?
A:a company introducing its existing products in a new market B:a company introducing new product category in a new market C:a company introducing a new product category in an existing market D:a company increases its product line in an existing market E:a company integrates backward to cut costs 8.Qantas, the Australian national airline carrier, introduces flights to the Middle East. This is an example of ________.
A:product development B:market development C:diversification D:market penetration E:differentiation 9.Unlike its competitors in the online air travel industry, Travelocity provides its customers with a greater variety of services such as cruise reservations, package tours, hotel bookings, and car rentals. This is an example of a(n) ________ strategy.
A:promotional B:overall cost leadership C:focus D:diversification E:differentiation 10.McDonald's has often teamed up with Disney to offer products related to current Disney films as part of its meals for children. The best description of this form of alliance would be a ________.
A:promotional alliance B:product alliance C:logistics alliance D:network alliance E:pricing collaboration 11.Internal analysis in SWOT involves analyzing the possible opportunities and threats that can come from the market.
A:错 B:对 12.A firm that is always working to improve its product offerings such that consumer needs are addressed more efficiently is following a differentiation strategy.
A:对 B:错 13.A firm employing a focus strategy concentrates on achieving superior performance in an important customer benefit area valued by a large part of the market.
A:对 B:错 14.External Environment analysis is to analyse ( )
A:strengths B:threats C:weaknesses D:opportunities