上海对外经贸大学
- A single question that attempts to cover two issues is called a double-barreled question.（ ）
- A questionnaire is an informal set of questions for obtaining information from respondents.（ ）A.TRUEB.FALSE
- A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the survey method.（ ）A.TRUEB.FALSE
- Application fees, tuition, and fines are all examples of prices. （ ）
- A questionnaire is an informal set of questions for obtaining information from respondents.（ ）
- For brick-and-click companies, how to coordinate the interest between traditional intermediaries and e-commerce channel?（ ）
- Which are E-commerce success factors? （ ）
- A buyer’s decisions are influenced by ________ such as the buyer’s age and life-cycle stage, occupation, economic situation, lifestyle, personality, and self-concept. （ ）
- What sets the floor for product prices? （ ）
- Marketing mix planning begins with ________. （ ）
- When a competitor cuts its price, a company might decide to ________ if it believes it will not lose much market share or would lose too much profit by cutting its own price.（ ）
- Some companies obtain the rights to use the names or symbols previously created by other manufacturers for a fee. This process is known as ________. （ ）
- Which of the following is an external influence that affects pricing decisions? （ ）
- 一个细分市场如果（ ）的吸引力较小。新进入者 A.is 难以进入
- Many marketing managers define a brand as more than just that—as something that has actually developed a certain amount of something, which does not include _____. （ ）
- Consumer products refer to ________.（ ）
- Brands offer ________ to consumers. Because of past experiences with the product and its marketing programs over the years, consumers learn about which brands satisfy their needs and which ones do not. （ ）
- Many companies today are localizing their products, advertising, promotion, and sales effort to fit the needs of individual regions, cities, and neighborhoods” This is an example of _________. （ ）
- 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（ ）？
- The companies can get lots of benefits from co-branding. Which one does not include? （ ）
- Each of the following is one of the four major communication functions EXCEPT ________. （ ）
- The recording of behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest is called ________.（ ）
- Mart是路易斯安那州新奥尔良的一家杂货店，提供的商品选择较少，服务水平相当低。尽管服务乏善可陈，商品选择有限，但顾客仍然蜂拥而至，因为它收取最低价格。市场最有可能使用（ ）定位。
- 银行、信贷公司、保险公司和其他帮助为交易融资或为与商品和服务买卖相关的风险提供保险的企业被称为 （ ）。
- When secondary data are analyzed in a qualitative way, it’s _______research; when secondary data are analyzed in a quantitative way, it’s ______ research. （ ）
- 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。
- When Kraft focused on cost cutting with its older, established brands, leaving them to wither without much investment or modification, Kraft decided to ________ the older products. （ ）
- The full mix of benefits on which a brand is differentiated and positioned is known as the brand ________.（ ）
- "The firm must blend each marketing mix tool into a comprehensive ________ marketing program that communicates and delivers the intended value to chosen customers. （ ）
- An American cola-manufacturing company that primarily targets rebellious and adventurous people most likely uses ________ segmentation. （ ）
- 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（ ）。
- A(n) ________ is a structured technique for data collection that consists of a series of questions, written or verbal, which a respondent answers. （ ）
- What sets the ceiling for product prices? （ ）
- ________ variables are variables that are manipulated by the researcher and whose effects are measured and compared. （ ）
- ________ are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort. （ ）
- _________ involves actually distinguishing the firm’s market offering to create superior customer value. （ ）
- Why do companies fail to conduct co-branding? Which one does not include? （ ）
- 如今，许多公司正在本地化他们的产品、广告、促销和销售工作，以适应各个地区、城市和社区的需求“ 这是（ ）的一个例子。
- 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。
- In digital marketing, what kind of customers bring most of the profits? （ ）
- Which of the following is true with regard to services? （ ）
- ________ is an observational research strategy in which human observers record the phenomenon being observed as it occurs. （ ）
- 哪一类公众是电视台，刊登有关您所在地区的新闻、特写和编辑意见（ ） ？
- Which of the following exemplifies a service?（ ）
- When the size, purchasing power, and profile of a market segment can be calculated, the market is ________. （ ）
- "Designing an effective marketing mix also conveys to potential buyers a clear customer ________ , which is a cluster of benefits that an organization promises customers to satisfy their need. （ ）
- A public relations firm tailors its advertising and promotional services according to the needs and preferences of specific customers. This exemplifies ________. （ ）
A:对 B:错
答案:对
A:错 B:对
答案:错
A:错 B:对
答案:对
A:对 B:错
答案:对
A:错 B:对
答案:错
A:Take orders on the Web site but have retailers deliver and collect payment B:Offer different brands or products on the Internet C:Offer the old colletion of proecuts to the offline partners D:Offer offline partners higher commissions to cushion the negative impact on sales
答案:Offer different brands or products on the Internet###Take orders on the Web site but have retailers deliver and collect payment###Offer offline partners higher commissions to cushion the negative impact on sales
A:Using new technologies to increasing customer satisfaction and entertainment B:User-friendly E-commerce Web sites C:On-line sales representatives D:Investments in Web site design and processes
答案:A, B, C, D
A:attitudes B:perceptions C:personal characteristics D:psychographics E:stereotypes
答案:personal characteristics
A:market competition B:consumer perceptions of the product C:advertising budgets D:product costs
答案:product costs
A:setting a reasonable price for the product B:selecting the right channel for distribution of the product C:building an offering that brings value to target customers D:calculating the total costs involved in manufacturing the product E:finding a suitable promotion strategy for the product
A:increase its marketing budget to raise the perceived value of its product B:maintain its current price and profit margin C:reduce its marketing costs D:reduce its production costs E:ncrease its production costs to improve the quality of the product
A:Positioning B:Segmenting C:licensing D:co-branding E:Multibranding
A:overall pricing objectives B:the company’s overall marketing strategy C:the salaries of finance management D:the salaries of production management E:competition
A:包含弱供应商 B:已经包含许多强大而激进的竞争对手 C:is 实质性
A:value chain B:awareness C:Associations D:prominence E:reputation
A:production or operations, including installations and accessory equipment B:products and services bought by final consumers for personal consumption primarily intangible offerings from marketers C:products that aid in the consumer D:products purchased by consumers for further processing or for use in conducting a business E:raw materials as well as manufactured materials and parts
A:a special organization B:a special place C:a special person D:a special meaning E:a special promotion
A:demographic segmentation B:geographic segmentation C:behavioral segmentation D:psychographic segmentation
A:设计以客户为导向的营销策略 B:建立有利可图的关系并创造客户满意度 C:构建提供卓越价值的整合营销计划 D:了解市场和客户需求
A:leverage equity they do not have B:improve product quality C:borrow the necessary expertise D:reduce the cost of product introduction E:reduce the cost of product promotion
A:encoding B:noise C:response D:feedback
A:exploration B:description C:observation D:projection
A:少得多 B:更多 C:更多相同 D:相同，更少
A:实体分销公司 B:经销商或批发商 C:营销服务机构 D:金融中介机构
A:Descriptive; Exploratory B:Descriptive; Causal C:Exploratory; Causal D:Exploratory; Descriptive
A:感知价值 B:客户终身价值 C:客观价值 D:公司形象
A:extend B:drop C:harvest D:analyze E:modify
A:value chain B:demand chain C:supply chain D:value proposition
A:distinctive B:integrated C:effective D:attractive
A:benefit B:occasion C:geographic D:psychographic
A:细分营销 B:集中营销 C:大众营销 D:个人营销
A:observation B:questionnaire C:focus group D:test market
A:customer’s perceptions of the product value B:seller’s perceptions of the product value C:variable costs D:product manufacturing costs E:break-even volume
A:Independent B:Dependent C:Interdependent D:Extraneous
A:supplies and repair services B:convenience products C:unsought products D:shopping products E:capital items
A:Market targeting B:Market segmentation C:Mass customization D:Differentiation
A:risk of brand equity dilution B:borrow the necessary expertise C:lack of brand focus and clarity D:loss of control of the co-branded product E:negative feedback effects
A:心理分割 B:人口细分 C:行为分割 D:地理区隔
A:通道 B:人 C:服务 D:产品展示
A:Regular customers B:Female customers C:New customers D:Young customers
A:Services can be easily separated from their providers. B:Services are a form of product that consists of activities, benefits, or satisfactions offered for sale. C:Services can be stored for later use. D:Services are tangible product offerings whose quality can be easily measured. E:Services refer to purely tangible products.
A:Mechanical observation B:Virtual observation C:Personal observation D:Perceptual observation
A:本地 B:媒体 C:财务 D:公民行动
A:retail car B:laptop C:laundry detergent D:candy
A:actionable B:substantial C:measurable D:profitable
A:solution B:interest C:perception D:value proposition
A:segmented marketing B:mass marketing C:individual marketing D:concentrated marketing
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