國際市場營銷（山東交通學(xué)院）智慧樹知到期末考試答案2024年

國際市場營銷（山東交通學(xué)院）智慧樹知到期末考試答案2024年國際市場營銷（山東交通學(xué)院）Whichofthefollowingtypesofretailinggenerallyentailsthehighestcosts?

A:self-serviceB:limitedserviceC:full-serviceD:self-selection答案:full-serviceTheMarlboroManwasdepictedintheadvertisementsofMarlborocigarettesasaruggedoutdoor,toughcowboytype.Thiswasdonetoestablishwhatiscalled________.

A:co-brandingB:abrandpersonalityC:abrandnameD:trademarking答案:abrandpersonalityHappyHomeProductsproducesdetergents,toothpaste,barsoap,disposablediapers,andpaperproducts.Thiscompanyhasaproduct________offivelines.

A:widthB:depthC:lengthD:mix答案:widthCoststhatdonotvarywithproductionlevelsorsalesrevenueareknownas________costs.

A:averageB:opportunityC:variableD:overhead答案:overhead________auctionsletwould-besupplierssubmitonlyonebid;theycannotknowtheotherbids.

A:Sealed-bidB:DutchC:EnglishD:Descendingbid答案:Sealed-bidAnintensivedistributionstrategyserveswellfor________.

A:commercialtrucksB:newspapersC:premiumcarsD:industrialequipment答案:newspapersThe________oftheproductmixreferstothetotalnumberofitemsinthemix.

A:widthB:lengthC:depthD:range答案:lengthTheAmericanMarketingAssociationdefinesa________as"aname,term,sign,symbol,ordesign,oracombinationofthem,intendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetitors."

A:copyrightB:sloganC:trademarkD:brand答案:brandJasonwritesaweeklycolumninhisschool'snewspaperaboutmovieshehasseen,bookshehasread,andconcertshehasattended.Hiscolumnprovidesinformationandopinions.Feedbackfromhisfellowstudentsispositive,andtheyareappreciativeoftheadvicethatisgiven.WhichofthefollowingwouldbethemostaptdescriptionoftheroleplayedbyJason?

A:protectorB:silentmajorityC:opinionleaderD:adapter答案:opinionleaderIfamarketerdecidestosegmentamarketbasedonneighborhoods,themarketerwillhavechosenthe________methodofsegmentation.

A:geographicB:demographicC:culturalD:psychographic答案:geographicUnlike

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:diversificationB:differentiationC:focusD:overall

cost

leadership答案:differentiationThebuyingprocessstartswhenthebuyerrecognizesa(n)________.

A:productB:advertisementfortheproductC:problemorneedD:salespersonfromapreviousvisit答案:problemorneedThe________segmentoftheUSpremiumwinemarketskewsmale,hasanaverageageof35,anduseswineasabadgetosaywhotheyare,sotheyarewillingtopaymoretomakesurethey'regettingtherightbottle.

A:EnthusiastB:SavvyShoppersC:SatisfiedSippersD:ImageSeekers答案:ImageSeekersAretailerwhoutilizesa(n)________policychargesaconstantlowpricewithlittleornopricepromotionsandspecialsales.

A:everydaylowpricingB:going-ratepricingC:high-lowpricingD:auction-typepricing答案:everydaylowpricingMost

large

companies

consist

of

four

organizational

levels:

the

corporate

level,

the

(

)

level,

the

business

unit

level,

and

the

product

level.

A:management

teamB:divisionC:major

stakeholderD:board

of

director答案:division______isabouthowmuchstockshouldbeheld?

A:orderprocessingB:inventoryC:transportationD:warehousing答案:inventoryWhichofthefollowingarethetoolsofexploratoryresearch?

A:In-depthinterviewB:ExperimentC:PilotstudyD:FocusgroupsE:Wordassociation答案:Pilotstudy;In-depthinterview;Focusgroups;WordassociationHowdoesamarketingplanaffectrelationships?

A:Itinfluenceshowmarketingstaffworkwitheachother.B:Itinfluenceshowmarketingstaffworkwithotherdepartments.C:Itaffectshowthecompanyworkswithsuppliers.D:Itinfluencesthecompany'sdealingswithotherstakeholders.E:Alloftheothers答案:Itinfluenceshowmarketingstaffworkwitheachother.;Itinfluenceshowmarketingstaffworkwithotherdepartments.;Itaffectshowthecompanyworkswithsuppliers.;Itinfluencesthecompanysdealingswithotherstakeholders.;AlloftheothersWhichofthefollowingareconsideredtobeamongthesevencharacteristicsofgoodmarketingresearch?

A:ResearchcreativityB:EthicalmarketingC:ThescientificmethodD:MultiplemethodsE:Independenceofmodelsanddata答案:Thescientificmethod###Researchcreativity###Multiplemethods###EthicalmarketingIfXeroxCorporationdefineditsscopeofbusinessas"makingcopyingequipment,"itcanbeclassifiedasamarketingdefinition.

A:錯B:對答案:錯Thesellingconceptholdsthatconsumerswillpreferproductsthatareethical,environmentallyresponsible,legal,andsocialinthecontextofmarketingactivitiesandprograms.

A:對B:錯答案:錯Cashcows,orfighterbrands,includeproductslikeBuschBavarianandIntelCeleron,whicharepositionedwithrespecttothecompetitors'brandssothatmoreimportantandprofitableflagshipbrandscanretaintheirdesiredpositioning.

A:錯B:對答案:錯Whenaparentbrandcoversanewproductwithinaproductcategoryitcurrentlyserves,itiscalledalineextension.

A:對B:錯答案:對InapplyingMBO(managementbyobjectives)allobjectivesaretreatedasbeingequallyimportant.

A:錯B:對答案:錯Environmentallawsimposedbythegovernmentmayattimescreatenewbusinessopportunities.

A:錯B:對答案:對Aquestionnaireshouldcontainsophisticatedanduncommonwords.

A:對B:錯答案:錯Internal

analysis

in

SWOT

involves

analyzing

the

possible

opportunities

and

threats

that

can

come

from

the

market.（

）

A:錯B:對答案:錯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:對B:錯答案:錯TheoverabundanceofinformationavailableontheInternethasmadeitmoredifficultforconsumerstocompareproductfeaturesandprices.

A:對B:錯答案:錯Wantsarebasichumanrequirements,suchasfoodandshelter.

A:錯B:對答案:錯Consumerswhoexperiencemoneyconstraintsarepronetomultitasking.

A:對B:錯答案:錯Thefinalstepinthebusinessunitstrategic-planningprocessisstrategyformulation.

A:錯B:對答案:錯Marketingstrategiesoffirmsshouldnotconsidertheethnicandracialdiversityexistingintheirmarkets.

A:對B:錯答案:錯Relationshipmarketingaimstobuildmutuallysatisfyinglong-termrelationshipswithkeyparties.

A:錯B:對答案:對Afterdevelopingaresearchplan,amarketingresearchershoulddefinetheproblemandresearchobjectives.

A:錯B:對答案:錯Holisticmarketingfocusesontheintegrationofvalueexploration,valuecreation,andvaluedeliveryasameanstobuildlong-termrelationshipswithconsumers.

A:錯B:對答案:對OnceaSWOTanalysishasbeencompleted,thestrategicplannerisreadytoproceedtothegoalformulationstageofthestrategic-planningprocessmodel.

A:錯B:對答案:錯Thegoalofexploratoryresearchistoshedlightontherealnatureoftheproblemandtosuggestpossiblesolutionsornewideas.

A:對B:錯答案:對Mostmarketingplansconcludewithasectionthatindicateshowtheplanwillbeimplemented.

A:對B:錯答案:對Whichofthefollowingbestrepresentsthechiefadvantageofpursuingaselectivespecializationmultisegmentstrategy?

答案:AI參考:選項C“可以同時追求多個目標”最能代表追求選擇性專業(yè)化多段策略的主要優(yōu)勢。\n\n選擇性專業(yè)化多段策略是一種同