1.If Xerox Corporation defined its scope of business as "making copying equipment," it can be classified as a marketing definition.
A:错
B:对
答案:错
2.The selling concept holds that consumers will prefer products that are ethical, environmentally responsible, legal, and social in the context of marketing activities and programs.
A:对
B:错
答案:错
3.Cash cows, or fighter brands, include products like Busch Bavarian and Intel Celeron, which are positioned with respect to the competitors' brands so that more important and profitable flagship brands can retain their desired positioning.
A:错
B:对
答案:错
4.When a parent brand covers a new product within a product category it currently serves, it is called a line extension.
A:对
B:错
答案:对
5.In applying MBO (management by objectives) all objectives are treated as being equally important.
A:错
B:对
答案:错
6.Environmental laws imposed by the government may at times create new business opportunities.
A:错
B:对
答案:对
7.A questionnaire should contain sophisticated and uncommon words.
A:对
B:错
答案:错
8.Internal analysis in SWOT involves analyzing the possible opportunities and threats that can come from the market.（ ）
A:错
B:对
答案:错
9.If a company sought to grow by starting new businesses that have no relation to its current technology, products, or markets, the company would be using a market penetration strategy.（ ）
A:对
B:错
答案:错
10.The overabundance of information available on the Internet has made it more difficult for consumers to compare product features and prices.
A:对
B:错
答案:错
11.Wants are basic human requirements, such as food and shelter.
A:错
B:对
A:对 B:错 13.The final step in the business unit strategic-planning process is strategy formulation.
A:错 B:对 14.Marketing strategies of firms should not consider the ethnic and racial diversity existing in their markets.
A:对 B:错 15.Relationship marketing aims to build mutually satisfying long-term relationships with key parties.
A:错 B:对 16.After developing a research plan, a marketing researcher should define the problem and research objectives.
A:错 B:对 17.Holistic marketing focuses on the integration of value exploration, value creation, and value delivery as a means to build long-term relationships with consumers.
A:错 B:对 18.Once a SWOT analysis has been completed, the strategic planner is ready to proceed to the goal formulation stage of the strategic-planning process model.
A:错 B:对 19.The goal of exploratory research is to shed light on the real nature of the problem and to suggest possible solutions or new ideas.
A:对 B:错 20.Most marketing plans conclude with a section that indicates how the plan will be implemented.
A:对 B:错 21.Which of the following best represents the chief advantage of pursuing a selective specialization multisegment strategy?
22.
The marketing planthe central instrument for directing and coordinating the marketing effort of a company, operates at the （ ）levels.
A:functional and operational B:corporate and operational C:customer and expenditure D:corporate and division E:strategic and tactical 23.
Market-penetration, product-development, and market-development strategies would all be examples of ( ) strategies.
A:horizontal B:intensive growth C:conglomerate D:integrative growth 24.Which of the following are the tools of exploratory research?
A:In-depth interview B:Experiment C:Pilot study D:Focus groups E:Word association 25.How does a marketing plan affect relationships?
A:It influences how marketing staff work with each other. B:It influences how marketing staff work with other departments. C:It affects how the company works with suppliers. D:It influences the company's dealings with other stakeholders. E:All of the others 26.Which of the following are considered to be among the seven characteristics of good marketing research?
A:Research creativity B:Ethical marketing C:The scientific method D:Multiple methods E:Independence of models and data 27.Which of the following types of retailing generally entails the highest costs?
A:self-service B:limited service C:full-service D:self-selection 28.The Marlboro Man was depicted in the advertisements of Marlboro cigarettes as a rugged outdoor, tough cowboy type. This was done to establish what is called ________.
A:co-branding B:a brand personality C:a brand name D:trademarking 29.Happy Home Products produces detergents, toothpaste, bar soap, disposable diapers, and paper products. This company has a product ________ of five lines.
A:width B:depth C:length D:mix 30.Costs that do not vary with production levels or sales revenue are known as ________ costs.
A:average B:opportunity C:variable D:overhead 31.________ auctions let would-be suppliers submit only one bid; they cannot know the other bids.
A:Sealed-bid B:Dutch C:English D:Descending bid 32.An intensive distribution strategy serves well for ________.
A:commercial trucks B:newspapers C:premium cars D:industrial equipment 33.The ________ of the product mix refers to the total number of items in the mix.
A:width B:length C:depth D:range 34.The American Marketing Association defines a ________ as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors."
A:copyright B:slogan C:trademark D:brand 35.Jason writes a weekly column in his school's newspaper about movies he has seen, books he has read, and concerts he has attended. His column provides information and opinions. Feedback from his fellow students is positive, and they are appreciative of the advice that is given. Which of the following would be the most apt description of the role played by Jason?
A:protector B:silent majority C:opinion leader D:adapter 36.If a marketer decides to segment a market based on neighborhoods, the marketer will have chosen the ________ method of segmentation.
A:geographic B:demographic C:cultural D:psychographic 37.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:diversification B:differentiation C:focus D:overall cost leadership 38.The buying process starts when the buyer recognizes a(n) ________.
A:product B:advertisement for the product C:problem or need D:salesperson from a previous visit 39.The ________ segment of the US premium wine market skews male, has an average age of 35, and uses wine as a badge to say who they are, so they are willing to pay more to make sure they're getting the right bottle.
A:Enthusiast B:Savvy Shoppers C:Satisfied Sippers D:Image Seekers 40.A retailer who utilizes a(n) ________ policy charges a constant low price with little or no price promotions and special sales.
A:everyday low pricing B:going-rate pricing C:high-low pricing D:auction-type pricing 41.Most large companies consist of four organizational levels: the corporate level, the ( ) level, the business unit level, and the product level.
A:management team B:division C:major stakeholder D:board of director 42.______ is about how much stock should be held?
A:order processing B:inventory C:transportation D:warehousing
