华南理工大学
- The essay approach means that the appraiser prepares a written statement about the person being appraised.
- The main benefit of 360 degree performance appraisal is that it provides confidential feedbacks from the subordinates.
- If the product being sold by the existing company or companies is highly differentiated or enjoys strong brand loyalty, then this can act as a low barrier to entry.
- The purpose of devising competitive strategy is to identify a unique position in the market for a company.
- Consumers who have more power to bargain can lead to a drop in profitability of a company.
- It is usually easier to be successful as a mass marketer in today’s business world.
- When a market is divided based on where customers are, this is a demographic approach to market segmentation.
- In the targeting process, profiles of each segment needs to be constructed.
- Threats are external and negative, which can be natural phenomena or man-made incidents
- When one or more of the parties in a negotiation is making initial demands that are too great to consider, it is better to compromise.
- A 360 degree performance appraisal is generally found more suitable for the managers as it helps to assess their leadership and managing styles.
- The core benefit of a car may be moving people from a place to another.
- When you need to stand up for yourself against a pushy person who is trying to take advantage of you, it is better to accommodate.
- Search engine marketing is a tool often used to attract consumer attention.
- Distributors only carry products from a single brand or company.
- Self appraisal, superior appraisal, subordinate appraisal and customer appraisal are the most important components in the 360-degree performance appraisal.
- SWOT analysis helps a company to develop a full awareness of all the favorable factors involved in a decision.
- Compared with in-house manufacturing, outsourcing is more practiced by ZARA for its advantages of cutting down on logistics costs and improving overall management flexibility.
- An industry with high barriers to enter, having many buyers and suppliers but few substitute products and competitors will be seen as very competitive and thus, not so attractive due to its low profitability.
- To encourage customers to make purchase, a company had better give them plenty of time to think about the offer.
- In using BCG Matrix to analyze the case of China Mobile, China Mobile’s applications and information services business unit is grouped as a question mark because （）.
- Which of the following would not be resume tips for job hoppers?
- “My aim is self-knowledge and enlightenment. The most important thing to me is realising my ultimate personal potential. I seek and welcome ‘peak’ experiences.” From this statement, we see that the speaker’s ________ needs have been his/her dominant motivation.
- Imagine that you have a long queue in your store and at the front is a customer who's demanding your employee to give a refund. The customer's purchase was made over a year ago which is well past the company's “firm” one-month return policy. As your salesman unsuccessfully tries to explain this to the customer, impatient people waiting at the back of the line are starting to return their products and leave the store. In this situation, you, as a store manager, should apply the _____________ strategy to solve this conflict.
- Which of the following questions can be asked when working on the desire step?
- The five forces model is an outside-in strategy tool designed to give a global business _________.
- If a company’s main task is to remain in the market at the moment, it may set _______ as its pricing objective.
- After analyzing the companies’ business, it is constructive to offer some appropriate strategies: ___________ is used for Question Marks which cannot turn into the Stars and for Dogs as well as weak Cash Cows. Here the director just wants to boost short-term cash flows quickly.
- The Boston Consulting group’s matrix (BCG matrix) is designed to help with long-term strategic planning, to help a business consider growth opportunities by reviewing its ___________ to decide where to invest, to discontinue or develop products.
- ________ is NOT included in ZARA’s successful SCM experience.
- If David, a market analyst in Volvo, is working with a product portfolio, _________ can be an effective tool at his disposal to determine how each one or a group of the products are doing.
- If the competitive rivalry is ________ in an industry, we may see the following situation: small number of competitors; fast industry growth; and highly differentiated products.
- If the product being sold by the existing company or companies is highly differentiated or enjoys strong brand loyalty, then this can act as the high ________.
- When using the 4Ps model, marketers need to bear in mind that customers should be the _______ point of marketing activities.
- Nike’s price is higher than most of its competitors. Which of the following may help to improve the weaknesses of Nike?
- To make sure that a product can be widely available while managing cost, companies usually use _____ to sell household appliances.
- Jessica has just conducted a SWOT analysis of her firm. What should her next steps be?
- Time-based strategy seeks to ________ the time required to propose, develop, manufacture, market and deliver its products.
- When the substitute product quality is ________ to the industry product quality, but ________. And consumer switching costs are low. The original product is facing a strong threat of substitutes.
- 360 degree performance appraisal can impose an environment of _____ if the information is not openly and honestly managed.
- A company using differentiation strategy could focus on the following features EXCEPT ____.
- Targeting at consumers with higher income, a sunglasses manufacturer may position its products as _______.
- T-Mobile is a cellular company that’s shedding what it means to be a cellular company. Catering to a smaller, younger niche audience, T-Mobile finds its opportunity by targeting urban dwellers -- those who don’t want to be tied down and “owned” by their cellular company. By listening and following the behaviors of their core customer, the business focuses on more attributes of its audience than competing companies -- which, while perhaps larger, don’t seek to offer the personal connection T-Mobile has made with so many of its customers. In the case, T-Mobile used the ______ strategy.
- Which of the following is NOT the significance of Maslow’s motivation theory in business management？
- Sale activities like “buy two get extra 10% off” aim to _______.
- When there are many alternative types of products, and consumer switching costs are low, the original product is facing a strong threat of ________.
- Which of the following listed approaches have NOT been taken by Li Ning in promoting its brand and products?
- ZARA believes that ________ is the key to enhance the speed and the accuracy of the operations.
- Which of the following may affect the strengths of Nestle?
- The desire stage in AIDA is about moving customers from “liking” a product to “_______” a product.
- Months prior to the launch of Huawei’s P30 series mobile phones, marketers created topics on social media about the new phones and the coming release events. These marketing efforts are made to _______.
- In the company Highchoice International, （） is an appropriate appraisee of 360-degree performance appraisal.
- A WeChat Moments ad is pushed to particular groups of people. This reflects that these people are _______.
- Applying the AIDA model in marketing practice is about creating a marketing _______.
- _______ are often used to create an atmosphere of “urgency” for buying.
- Thanks to the （） and effective communication within the system, Shein, a Chinese cross-border e-commerce company founded in 2008, feeds the data to its massive in-house design and prototyping team who can get a product from drawing board to production and sale-online in as little as seven days.
- Amazon’s presence in China’s annual Singles’ Day sales was hardly noticeable. This showed that the company was inactive in terms of the _______ element in the 4 Ps.
- SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a ________ venture.
- NIO (蔚来汽车) claims that the original NIO vehicle owner is entitled to lifetime free warranty, roadside rescue and car connectivity services. Such services are the （） benefit of its vehicle.
- The situation occurs regularly that customers will call support lines claiming a technical product or its feature is broken and supporting staff will find that the customer simply wasn't using the tool correctly. A representative will ask customers if they tried following the recommended troubleshooting steps and customers, thinking the representative is being redundant, will say they have. However, when they actually go through the steps with the representative, they realize the mistakes they had been making all along. So, customers will realize their errors play a large role. In this situation, the representative actually adopts the ___________ strategy to deal with customers’ complaints.
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答案:对
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答案:对
A:对 B:错
答案:A
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A:the unit has failed to generate significant revenues. B:this unit has already grown rapidly in a mature market. C:this unit does not need further investment in a mature market. D:this unit shows great promising growth potential for the 5G business with large investment.
A:Write as specific as you can B:Make contributions clear C:Move dates to the end of the job description D:Make it clear when the hopping was involuntary
A:esteem B:self-actualization C:physiological D:physiologic
A:accommodating B:avoiding C:compromising D:competing
A:What are the calls to action? B:How to make buyers know the product? C:What fundamental questions customers may have? D:How to make an emotional connection with the customer?
A:expectation B:advertisement C:interview D:analysis
A:quantity maximization B:being the quality leader C:remaining the status quo D:survival
A:“Build” strategy B:“Hold” strategy C:“Harvest” strategy D:“Divest” strategy
A:portfolio of products B:limited growth potential C:market leadership D:high proportion
A:centralization B:automation C:In-house production D:Mass manufacturing
A:Marketing Mix B:Performance Appraisal Method C:BCG Matrix D:SWOT analysis
A:weak B:moderate C:extreme D:strong
A:buyer power B:barrier to entry C:threat of new entrance D:threat of substitutes
A:focal B:flexible C:dominant D:constant
A:Nike continues to sponsor some famous American athletes. B:Nike is to cut out the middle man and start selling directly on Internet. C:There are fierce competitions from some premium brands. D:Nike is reported by several newspapers for its sweatshops in Asia.
A:selective distribution B:direct channels C:indirect channels D:exclusive distribution
A:Making sure that weaknesses are offset by the strengths and threats are turned into opportunities. B:Making sure that opportunities are offset by threats and strengths are turned into weaknesses. C:Making sure that strengths are offset by weaknesses and opportunities and turned into threats. D:Making sure that weaknesses are offset by opportunities and threats are turned into strengths.
A:compress B:eliminate C:extend D:prolong
A:inferior; cheaper B:superior; cheaper C:superior; more expensive D:inferior; more expensive
A:indifference B:suspicion C:trust D:integrity
A:product design B:teamwork spirit C:customer service D:brand image
A:long-lasting B:young-looking C:a luxury status symbol D:good value for money
A:Differentiation B:Cost leadership C:Cost focus D:Differentiation focus
A:To understand the market and change developing strategies. B:To direct employees towards organizational goals. C:To improve productivity and job satisfaction. D:To keep subordinates strongly motivated.
A:build awareness in the market B:stimulate consumer demand C:differentiate the product D:reinforce the brand
A:suppliers B:substitutes C:buyers D:entrants
A:Establishing advanced design and development centers B:Positioning itself as low-end and mid-range sportswear brand C:Renewing its brand by incorporating more Chinese designs. D:Endorsing with well-known sports athletes
A:innovation B:employment C:automation D:management
A:Investors are demanding Nestle to reduce its use of plastic packaging. B:Nestle is selling a branch company for about $3 billion. C:Social activists protest about the Nestle’s global strategies. D:Nestle is allowed to keep taking water from Southern California forest.
A:owning B:wanting C:trying D:loving
A:attract customer interest B:urge customer action C:raise customer attention D:stimulate customer desire
A:Tony Han (Security guard) B:Steve Zhao (IT Manager) C:Annie Lu (Secretary) D:Eddy Yang (CEO)
A:segmented B:targeted C:assessed D:positioned
A:sequence B:campaign C:model D:mix
A:Limited-time offers B:Advertisements C:Calls for action D:Free trials
A:alienation B:outsourcing C:reservation D:transparency
A:price B:product C:promotion D:place
A:business B:operation C:professional D:academic
A:unique B:actual C:augmented D:core
A:accommodating B:compromising C:avoiding D:competing
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