解密市場營銷（雙語）智慧樹知到期末考試答案2024年

解密市場營銷（雙語）智慧樹知到期末考試答案2024年解密市場營銷（雙語）Inthe7Psframework,distributionisknownas________.

A:processB:peopleC:partnersD:place答案:placeGovernmentsundertakesocialmarketingactivitiesto________.

A:distributetaxrevenueB:demonstrateareturnoninvestmentC:promoteideastheybelieveareinthebestinterestsofthepublicD:encouragecompetitionintheprivatesector答案:promoteideastheybelieveareinthebestinterestsofthepublicWhichofthefollowingstatementsprovidesthebestdescriptionofthemarketingconceptofpositioning?

A:Howtargetmarketsperceiveanorganisation,itsproductsandbrandsinrelationtocompetitorsB:AnorganisationidentifyingtargetmarketsforitsproductsC:ThemethodsfollowedbyanorganisationwhenpromotingitsproductsinthemarketD:Anorganisation'smarketshareinrelationtocompetitors答案:Howtargetmarketsperceiveanorganisation,itsproductsandbrandsinrelationtocompetitorsWhenawholesalerpurchasesagoodfromaproducerandthensellsittoaretailer,thetransactionshavetakenplacein________.

A:consumermarketsB:resellermarketsC:producermarketsD:institutionalmarkets答案:resellermarketsThelow-costairlineoperationshaveusedaggressivepricingtogrowsalesvolumes.Inthiscase,______istheirpricingobjective.

A:positioningB:profitabilityC:marketshareD:long-termorientation答案:marketshareProductcompetitioncanbestbedescribedasalevelofcompetitioninwhich_________.

A:productshavethesamepricebutofferdifferentbenefitsB:productsarebroadlysimilar,butofferdifferentbenefits,featuresandpricesC:consumershavelimitedwaystomeettheirproductneedsD:productsaresimilar,andofferingsamebenefits,featuresandpricestothesametargetmarket答案:productsarebroadlysimilar,butofferdifferentbenefits,featuresandpricesThetermusedtodescribetheanalysisofthebehaviourofindividualsandhouseholdswhobuygoodsandservicesforpersonalconsumptionisknownas_________.

A:targetmarketbehaviourB:socialbehaviourC:externalbehaviourD:consumerbehaviour答案:consumerbehaviourShiningLightsPtyLtdpurchasesseveralthousandlightbulbseachyeartoinstallinitslightfittings.WhichapproachisShiningLightslikelytotake?

A:ModifiedrebuyB:StraightrebuyC:New-taskpurchaseD:High-involvementpurchase答案:StraightrebuyMarketingisanapproachtobusinessthatputs______attheheartofbusinessdecisions.

A:customersB:productsC:profitsD:sales答案:customers‘Producer—agent—wholesaler—retailer—consumer’iscommonchoicefor_______.

A:onlinemarketB:businessmarketC:exportmarketD:e-businessmarket答案:exportmarketService-dominantlogicfocuson______.

A:co-creationofvalueB:transactionsC:tangiblerescourcesD:embeddedvalue答案:co-creationofvalueTheinteractionswithothersatthetimeaconsumer'spurchasedecisionismadeareknownas________.

A:physicalsituationalinfluencesB:socialsituationalinfluencesC:motivationalsituationalinfluencesD:timesituationalinfluences答案:socialsituationalinfluencesWhichofthefollowingpromotionalmethodswouldbemostsuitableforlow-involvement,impulseproducts?

A:LoyaltyprogramsB:RebatesC:ContestD:Point-of-purchase答案:Point-of-purchaseWhichofthefollowingpricesituationsisillegal?

A:Organizationsdisplayingpricedifferentialsbetweenbusinesscustomersgiveonebusinesscustomeranunfairadvantageoveranother.B:Anorganisationoffersvolumepurchasediscounts.C:Anorganisationchargesdifferentpricestocustomersindifferentgeographicregionsduetohighertransportationcosts.D:Anorganisationoffersalowentrypriceforabasicproduct,thenchargesmorefordesirableadditionalpartsorfunctions.答案:OrganizationsdisplayingpricedifferentialsbetweenbusinesscustomersgiveonebusinesscustomeranunfairadvantageoveranotherWhichofthefollowingdepictsthephasesoftheproductlifecycleinthecorrectchronologicalorder?

A:Newproductdevelopment,introduction,growth,declineB:Introduction,growth,maturity,declineC:Newproductdevelopment,introduction,growth,maturity,declineD:Newproductdevelopment,growth,maturity,decline答案:Newproductdevelopment,introduction,growth,maturity,declineThemainbenefitofadvertisingis__________.

A:smoothingoutsalesinperiodsoflowdemandandtofacilitateretailersupportB:credibilityandthesignificantword-of-mouthcommunicationsC:theabilityitofferstoreachalotofpeopleatarelativelylowcostperpersonD:personallytailoredtotheindividualconsumer答案:theabilityitofferstoreachalotofpeopleatarelativelylowcostperpersonDespiteseeminglyever-increasingdieselprices,Linfoxcontinuestobuythesamequantityofdieseltofuelitstrucks.Thisexampledemonstrateswhichaspectofdemandforbusinessproducts?

A:DeriveddemandB:InelasticdemandC:ElasticdemandD:Jointdemand答案:InelasticdemandSmith'sSnackfoodCompanyhasanumberofbrands,includingDoritos,TwistiesandBurgerRings.Thisisanexampleof________.

A:familybrandingB:brandequityC:individualbrandingD:brandextension答案:individualbrandingSupermarketsofferingreusablebagsforshopperstopacktheirgroceriescouldbestbedescribedas______.

A:asalesorientationB:aconsumerorientationC:aproductorientationD:asocietalmarketorientation答案:asocietalmarketorientationCustomerslearntoanticipatetheannualsalesandtodefertheirpurchaseuntiltheycanbuyatreducedpriced.Thisremindsusthatweshouldpayattentionto________whenweoftenlowerthepricetogeneratetheprofitduringtheslowperiodsoftheyear.

A:positioningB:long-termorientationC:profitabilityD:marketshare答案:long-termorientationAhi-firetailerthatcustomisesandinstallsahometheatresystemtosuitacustomer'sneedscouldbestbedescribedasproviding________.

A:exchangeefficiencyB:placeutilityC:formutilityD:timeutility答案:formutilityConvenience/cornerstorescangenerallybecharacterisedashaving________.

A:ahighproportionoflocalcustomersB:comparativelylowerpricesthancompetingtypesofretailersC:alowerflexiblecostD:ahigherturnoverthancompetingtypesofretailerssuchassupermarkets答案:ahighproportionoflocalcustomersAserviceorganisationthatshiftssomeofitsactivitiesthatarenotpartofitscorebusinesstoaspecialistexternalprovideris________.

A:leasingB:consultingC:upskillingD:outsourcing答案:outsourcingTransferringaninternalfunctiontoanexternalproviderisanexampleof_________.

A:controllingtheexternalenvironmentB:externalisingC:influencingtheexternalenvironmentD:outsourcing答案:outsourcingSocialnetworkingsitessuchasTwitterandFacebookcouldbestbecategorisedasrespondingtowhichofMaslow'shierarchyofneeds?

A:PhysiologicalB:Love/belongingnessC:SafetyD:Self-actualisation答案:Love/belongingnessThebroadmarketsegmentsof'BabyBoomers','GenerationX','GenerationY'andGenerationZ'havebeencreatedprimarilybasedupon________.

A:geographicvariablesB:demographicvariablesC:psychographicvariablesD:behaviouralvariables答案:demographicvariablesWhichofthefollowingstatementsbestdescribestheconceptofapricefloor?

A:Anorganisationthatsellsitsproductatalossforashortperiodoftime.B:Theminimumpricethatanorganisationcanchargeforitsproductsinordertocovercosts.C:Anorganisationthatpricesitsproductlowinordertogeneratecashflow.D:Anorganisationthatchargesalowpriceinordertoattractcustomerstotrialanewproduct.答案:TheminimumpricethatanorganisationcanchargeforitsproductsinordertocovercostsIfaconsumerispreparedtospendtimecomparingcompetingofferingsbeforemakingapurchasedecision,theproductismostlikelytobea(n)________.

A:convenienceproductB:unsoughtproductC:specialtyproductD:shoppingproduct答案:shoppingproductErnst&Youngisasupplieroftaxandauditservicestomanyoftheworld'slargestcorporations.WhatbusinessmarketsdoErnst&Youngoperatein?

A:ProducermarketsB:ResellermarketsC:WholesalemarketsD:Operationsmarkets答案:ProducermarketsThemarketsegmentprofileis___________.

A:adescriptionofthemarketingmixinthemarketsegmentB:adescriptionofthevariablesdifferbetweenmarketsegmentsC:adescriptionofthetypicalpotentialcustomerinthemarketsegmentD:adescriptionofthecommonvariablessharedbymembersofmarketsegment答案:adescriptionofthetypicalpotentialcustomerinthemarketsegment###adescriptionofthecommonvariablessharedbymembersofmarketsegment###adescriptionofthevariablesdifferbetweenmarketsegmentsBusinesspurchasesusuallytaketheformofastraightrebuy,amodifiedrebuyoranewtaskpurchase.Theformdependson___________.

A:thebusiness’spurposeforthepurchaseB:thecategoriesoftheproductsC:thelevelofinvolvementthebusinesshaswiththepurchasedecisionD:therelationshipbetweenthebuyersandsellers答案:thebusiness’spurposeforthepurchase;thelevelofinvolvementthebusinesshaswiththepurchasedecisionChoosethebestanswerfromtheoptionsbelowtocompletethefollowingsentence.Lawfirmsandaccountingfirmscanprovide________.

A:abusiness-to-businessserviceB:aconsumer-to-businessserviceC:abusiness-to-consumerserviceD:aconsumer-to-consumerservice答案:abusiness-to-consumerservice###abusiness-to-businessserviceFactorsthatarebeyondtheorganisation'sdirectcontrol,butrequireaneffectiveresponsebyanorganisationare_________.

A:threatsB:strengthsC:weaknessesD:opportunities答案:threats###opportunitiesThemainbenefitsofsalespromotionsare_________.

A:tosmoothoutsalesinperiodsoflowdemandB:toreachalotofpeopleatarelativelylowcostperpersonC:tocombatnegativeperceptionsoreventsD:tofacilitateretailersupport答案:tosmoothoutsalesinperiodsoflowdemand###tofacilitateretailersupportTheconsumerdecision-makingprocessendswiththeconsumer'spurchaseoftheproduct.

A:對B:錯答案:錯Socioculturalfactorsaffectingpeople'sattitudes,beliefs,behaviours,preferences,customsandlifestyles.

A:對B:錯答案:對Promotionalactivitiescanattempttoinfluenceconsumerawareness,attitudesandbehaviours.

A:對B:錯答案:對Asuccessfuladvertisingcampaignneedstobebasedonbroaderspecificcommunicationobjectives.

A:對B:錯答案:錯Marketpotentialreferstotheminimumpossiblesalesinthetotalmarketforaproductcategory,byallorganisations.

A:錯B:對答案:錯IfindoingaSWOTanalysisanorganisationidentifiedthatitsretailstoresitewaspoorlylocated,thiswouldbeanexampleofathreat.

A:錯B:對答案:錯InaSWOTanalysis,anorganisation'scorecompetenciesandcompetitiveadvantageswouldbeclassifiedasopportunities.

A:對B:錯答案:錯Theredoesnotneedtobeadirectconnectionbetweentheproductsofthesponsorandtheeventsponsored–forexample,fastfoodchainKFCsponsorsyouthcricketinAustralia.

A:錯B:對答案:對Amarketercannotinfluencehowaproductispositionedinaconsumer'smind.

A:對B:錯答案:錯Ifthepriceofaproductdecreasesby10percentandsalesincreaseby5percent,demandforthatproductwouldbesaidtobepriceinelastic.

A:錯B:對答案:對Marketsmadeupofbuyerswithdiverseneedsaresaidtobetargetmarkets.

A:錯B:對答案:錯Thesalesvolumeandsatisfiedcustomersalonecanguaranteeprofitability.

A:對B:錯答案:錯Brokersareintermediariestorepresentbuyersorsellersinnegotiations.

A:對B:錯答案:對Amerchantwholesalertakesownershipofproductsfromtheproducer/manufacturer.

A:對B:錯答案:對TheairlineJetstarchargespassengersextraformeals,in-flightentertainmentandadditionalbaggage.Jetstarwouldbebestdescribedasfocusingonitscoreser