商务英语案例分析答案2023

第六章测试

1.1. According to the AIDA model, ______.
A:marketing messages need to motivate customers to buy B:the number of prospective customers increases step by step C:some customers would jump over some steps to make a purchase D:marketing efforts should be tailored for different stages in the customer journey
答案:D
2.2. To maintain customer interest, marketing messages need to ______.
A:deliver the most important benefits of a product B:provide entertaining content about a product C:give customers hands-on experience about a product D:introduce the detailed features of a product 3.3. Applying the AIDA model in the planning of marketing activities is about _______.
A:deciding on the time to put out these activities B:creating a marketing sequence C:selecting a stage to focus these activities on D:mapping out the thoughts of consumers 4.4. _______ is the first step in the AIDA buyer’s journey.
A:Availability B:Attention C:Autonomy D:Action 5.5. Which of the following is NOT what marketers at the attention stage should focus on?
A:Motivating customers to buy B:Informing customers that the company exists C:Letting customers know that they need a product D:Raising customer awareness of the product 6.6. Helping consumers develop interest is about _______.
A:Inviting consumers to use their own resources to look into the offer B:letting consumers know about the product C:encouraging consumers to own the product D:giving consumers reasons to want to research further into the company’s offer 7.7. Marketing activities at the desire stage aim to _______.
A:persuade customers to actually buy the product B:ask customers to notice particular features of the product C:let customers feel that they like the product D:drive customers to develop a willingness and tendency to buy the product 8.8. Which of the following is NOT a way to stimulate customer desire for a product?
A:Answering possible objections from customers. B:Persuading customers that the product would affect them positively. C:Telling customers that the product could solve their problems. D:Giving customers reassurance about the effectiveness of the product. 9.9. Which is of the following is false about testimonials?
A:Testimonials are statements that recommend a product as worthy and desirable. B:Testimonials are insider opinions. C:Testimonials can give customers reassurance. D:Testimonials can be written or spoken. 10.10. A call to action is an instruction to the audience to _______.
A:get an offer B:prompt an immediate response C:encourage them to buy a product D:demonstrate the features of a product