智慧树知到《解密市场营销（双语）》章节测试答案

智慧树知到《解密市场营销（双语）》章节测试答案
第一章单元测试
1、Which of the following statements are correct？
A.Ethics are a set of moral principles that guide attitudes and behaviour.
B.Ethics are a set of rules.
C.Ethics are subjective and imprecise.
D.Ethics depend on social， cultural and individual factors.
正确答案：Ethics are a set of moral principles that guide attitudes and behaviour.Ethics are subjective and imprecise.Ethics depend on social， cultural and individual factors.
2、Which of the following would be considered a partner in the formal definition of marketing？
A.Customers
B.Retailers who sell an organisation's products
C.An advertising agency who writes the copy for an organisation's television commercial
D.An organisation's supplier of raw materials
正确答案：Retailers who sell an organisation's products；An advertising agency who writes the copy for an organisation's television commercial；An organisation's supplier of raw materials
3、Stakeholders of an organisation could includ
E.（）.
A.shareholders
B.customers
C.owners
D.employees
正确答案：shareholders；customers；owners；employees
4、Which of the followings are about marketing ethics issue？
A.Failing to inform consumers of known potential risks of using a product
B.A salesperson exaggerating the benefits of a product to persuade a customer to purchase it
C.Advertising junk food on children's television
D.Increasing the price of a product due to increased customer demand and limited availability
正确答案：Failing to inform consumers of known potential risks of using a product；A salesperson exaggerating the benefits of a product to persuade a customer to purchase it；Advertising junk food on children's television
5、Which of the followings are potential benefits of an organisation acting in a socially responsible manner？
A.The generation of goodwill
B.It can attract future employees.
C.Good publicity
D.It can encourage consumers to support the organisation.
正确答案：The generation of goodwill；It can attract future employees.Good publicity；It can encourage consumers to support the organisation.
6、A product can be（）.
A.a service
B.a person
C.an idea
D.a good
正确答案：a service；a person；an idea；a good
7、A brand can be（）.
A.the bundle of attributes of a product
B.anything offered to a market
C.a name， logo， slogan or design that differentiates a product
D.a collection of symbols intended to create an image in a customer'；s mind
正确答案：a name， logo， slogan or design that differentiates a product；a collection of symbols intended to create an image in a customer'；s mind
8、In marketing， which of the following statements about promotion are correct？
A.It can be used to create awareness.
B.It is simply another name for advertising.
C.It can be used to inform or persuade customers.
D.It can be used to remind customers about a product.
正确答案：It can be used to create awareness.It can be used to inform or persuade customers.It can be used to remind customers about a product.
9、Which of the following are marketing activities？
A.Personal selling
B.Public relations
C.Research&Development
D.Accounting
正确答案：Personal selling；Public relations
10、The traditional 4Ps framework includes（）.
A.people
B.place
C.partners
D.product
正确答案：place；product
第二章单元测试
1、An organisation that outsources functions that can be done more efficiently by specialist external providers is shifting those functions from（）.
A.its micro-environment to its macro-environment
B.its internal environment to its external environment
C.its internal environment to its macro-environment
D.its internal environment to its micro-environment
正确答案：its internal environment to its external environment；its internal environment to its micro-environment
2、A movie studio lobbying governments to introduce harsher penalties for the mass copying of pirated DVDs is an example of an organisation attempting to influence its（）.
A.target market
B.internal environment
C.marketing environment
D.external environment
正确答案：marketing environment；external environment
3、Which of the followings are part of an organisation's macro-environment？
A.Political forces
B.Sociocultural forces
C.Competitive forces
D.Technological forces
正确答案：Political forces；Sociocultural forces；Technological forces
4、Which of the followings are examples of an economic macro-environmental force？
A.A rise in interest rates
B.A fall in demand for commodities such as coal and iron ore due to the global financial crisis
C.The Australian dollar rising in value
D.The level of consumer spending decreasing
正确答案：A rise in interest rates；A fall in demand for commodities such as coal and iron ore due to the global financial crisis；The Australian dollar rising in value；The level of consumer spending decreasing
5、The rising use of social networking sites could be attributed to（）.
A.sociocultural forces
B.economic forces
C.legal forces
D.technological forces
正确答案：sociocultural forces；technological forces
6、Factors those are beyond the organisation's direct control， though the organisation may be able to have some influence over them， are（）.
A.weaknesses
B.threats
C.strengths
D.opportunities
正确答案：threats；opportunities
7、Which of the followings are demographic characteristics？
A.Gender
B.Marital status
C.Ethnicity
D.Age
正确答案：Gender；Marital status；Ethnicity；Age
8、The macro-environment encompasses（）.
A.the factors outside of the industry that influence the survival of the organisation
B.marketing planning
C.country and regional geographic levels
D.local and state geographic levels
正确答案：the factors outside of the industry that influence the survival of the organisation；country and regional geographic levels；local and state geographic levels
9、Key environmental factors that marketers need to consider when analysing the marketing environment include political， economic， sociocultural，（）forces.
A.technological
B.cultural
C.legal
D.environmental
正确答案：technological；legal；environmental
10、SWOT includes（）.
A.strengths and threats
B.weakness and opposition
C.situation and threats
D.weaknesses and opportunities
正确答案：strengths and threats；weaknesses and opportunities
第三章单元测试
1、The broad influences on consumer behaviour can be categorised as（）.
A.situational
B.group
C.individual
D.psychological
正确答案：situational；group；individual
2、Which of the following would describe an opinion leader from a marketing perspective？
A.Media commentators who have a large audience
B.A person of high standing in the community
C.A reference group member who provides relevant and influential advice
D.Your one-month-old baby sister
正确答案：Media commentators who have a large audience；A person of high standing in the community；A reference group member who provides relevant and influential advice
3、Which of the following purchase situations would likely be described as high involvement in terms of consumer decision-making？
A.The purchase of more expensive products
B.The purchase of familiar products
C.Weekly supermarket shopping
D.Infrequently purchase
正确答案：The purchase of more expensive products；Infrequently purchase
4、How can a marketer attempt to reduce the likelihood of a purchaser of their product experiencing cognitive dissonance？
A.By increasing the price of their product
B.By ensuring that their products， when used， will meet consumer expectations
C.By offering bonuses or rebates to be redeemed some time after purchase， to give the purchaser additional value
D.It is not possible for a marketer to influence the potential cognitive dissonance of a consumer.
正确答案：By ensuring that their products， when used， will meet consumer expectations；By offering bonuses or rebates to be redeemed some time after purchase， to give the purchaser additional value
5、Which countries below would score lower than Australia or New Zealand on Hofstede's 'individualism' dimension of culture？
A.India
B.China
C.United States
D.Japan
正确答案：India；China；Japan
6、Which of the following statements regarding subcultures are correct？
A.Subcultures are important to marketers when their shopping and purchasing behaviour is significantly different from the reminder of population.
B.A subculture is a group of individuals who share common attitudes， values and behaviours that distinguish them from the broader culture.
C.A subculture is a group comprising individuals of similar rank within a social hierarchy.
D.A hip-pop culture would be an example of a subculture.
正确答案：Subcultures are important to marketers when their shopping and purchasing behaviour is significantly different from the reminder of population.A subculture is a group of individuals who share common attitudes， values and behaviours that distinguish them from the broader culture.A hip-pop culture would be an example of a subculture.
7、Which of the following could be a reference group for an individual？
A.Their idols
B.Their family
C.A work or professional group
D.Their pets
正确答案：Their idols；Their family；A work or professional group
8、Demographic characteristics include（）.
A.lifestyle and personality.
B.age and income.
C.education level and gender.
D.race and religious belief.
正确答案：age and income.education level and gender.race and religious belief.
9、According to Maslow's theory， which of the following needs would an individual attempt to satisfy before the others？
A.Financial
B.Hunger
C.Safety
D.Thirst
正确答案：Hunger；Thirst
10、Which of the following statements are correct？
A.Perception is subjective.
B.Perception can be selective.
C.Perception can be particular to an individual.
D.Perception is objective.
正确答案：Perception is subjective.Perception can be selective.Perception can be particular to an individual.
第四章单元测试
1、Juicy buys sugar from a local factory and sells lollies to department stores and supermarkets.Which markets do these transactions take place in？
A.Retail markets
B.Producer markets
C.Reseller markets
D.Wholesale markets
正确答案：Producer markets；Reseller markets
2、Institutional markets are distinguished from other business markets by（）.
A.the fact they do not sell services.
B.the fact they do not sell goods.
C.their non-public nature.
D.the not-for-profit nature of their activities.
正确答案：their non-public nature.the not-for-profit nature of their activities.
3、High-value purchases are relatively common in which business markets？
A.Consumer and reseller
B.Producer and institutional
C.Reseller and government
D.Online and consumer
正确答案：Producer and institutional；Reseller and government
4、Which of the following statements about business-to-business transactions in general are likely to be correct？
A.They can be for high volume and high value purchases.
B.They can involve regular repeat purchases.
C.The relationships between buyers and sellers tend to be short term.
D.Price and other conditions of sale can be open to negotiation.
正确答案：They can be for high volume and high value purchases.They can involve regular repeat purchases.Price and other conditions of sale can be open to negotiation.
5、Guitars usually have ebony or rosewood fretboards.The demand for ebony and rosewood varies with the demand for guitars.This is an example of（）.
A.derived demand
B.consumer demand
C.joint demand
D.elastic demand
正确答案：derived demand；joint demand
6、Company A buys glue for use in manufacturing its products from companies B， C and D.Which of the following are unlikely to decrease the amount of glue that Company A demands？
A.Company C increases its glue prices.
B.Company B begins selling glue to consumers.
C.Company D stops producing glue.
D.Company E begins buying glue from companies B， C and D.
正确答案：Company C increases its glue prices.Company B begins selling glue to consumers.Company D stops producing glue.Company E begins buying glue from companies B， C and D.
7、Which of the followings are correct？
A.Many businesses use multiple suppliers so they are not overly reliant on any one other business.
B.Business purchasing decisions often involve development of a formal product requirement specification.
C.New task purchases are likely to involve extensive evaluation of options.
D.Buyers have the final authority to make business purchasing decisions.
正确答案：Many businesses use multiple suppliers so they are not overly reliant on any one other business.Business purchasing decisions often involve development of a formal product requirement specification.New task purchases are likely to involve extensive evaluation of options.
8、In which of the following business markets are high-volume purchases likely to be a characteristic？
A.Reseller market
B.Consumer market
C.Institutional market
D.Government market
正确答案：Reseller market；Institutional market；Government market
9、Which of the following statements are correct？
A.Equipment suppliers can take advantage of joint demand by offering ongoing supply of maintenance and consumables.
B.Demand for components in business markets mostly tends to be price inelastic.
C.While industry demand tends to be inelastic， demand for the business products of any particular company can be elastic.
D.A just-in-time approach to taking delivery of components reduces inventory costs， but increases the risk that the production process will be brought to a halt by the shortage of any component.
正确答案：Equipment suppliers can take advantage of joint demand by offering ongoing supply of maintenance and consumables.Demand for components in business markets mostly tends to be price inelastic.While industry demand tends to be inelastic， demand for the business products of any particular company can be elastic.A just-in-time approach to taking delivery of components reduces inventory costs， but increases the risk that the production process will be brought to a halt by the shortage of any component.
10、Which steps of the business decision-making process may be omitted for the straight rebuy？
A.Evaluation of options
B.Post-purchase evaluation
C.Information search
D.Problem/need recognition
正确答案：Evaluation of options；Information search
第五章单元测试
1、Which of the following statements are correct？
A.Customised marketing is best suited to situations where buyers have unique wants， needs and demands.
B.Mass marketing is best suited to situations where buyers have common wants， needs and demands.
C.Target marketing is best suited to situations where buyers have common wants， needs and demands.
D.Target marketing is best suited to situations where subgroups in the market can be identified that have similar characteristics.
正确答案：Customised marketing is best suited to situations where buyers have unique wants， needs and demands.Mass marketing is best suited to situations where buyers have common wants， needs and demands.Target marketing is best suited to situations where subgroups in the market can be identified that have similar characteristics.
2、Which of the following statements are correct？
A.An undifferentiated approach to marketing potentially allows an organisation to achieve economies of scale in production .
B.An differentiated approach to marketing potentially allows an organisation to achieve economies of scale in production .
C.Mass marketing allows for an organisation to build close relationships with customers.
D.Mass marketing is an undifferentiated approach to marketing.
正确答案：An undifferentiated approach to marketing potentially allows an organisation to achieve economies of scale in production .Mass marketing is an undifferentiated approach to marketing.
3、Which of the following would be advantages of a customised marketing strategy？
A.Positive word-of- mouth customer referrals
B.Potential repeat purchases from the customer
C.Customer loyalty
D.Building close relationships with a customer
正确答案：Positive word-of- mouth customer referrals；Potential repeat purchases from the customer；Customer loyalty；Building close relationships with a customer
4、Which of the following statements are correct？
A.A market segment has distinctive needs， but the members of the segment have similar needs.
B.A market segment has distinctive needs， and the members of the segment have distinctive needs.
C.A market segment has similar needs， but the members of the segment have distinctive needs.
D.An architect designing a couple's 'dream' home is an example of customised marketing.
正确答案：A market segment has distinctive needs， but the members of the segment have similar needs.An architect designing a couple's 'dream' home is an example of customised marketing.
5、Which of the following statements are correct？
A.Markets can be segmented many different ways using different segmentation variables.
B.An organisation following the target marketing concept should target all market segments.
C.Market segments should be selected for targeting after an evaluation process.
D.Different target markets may require a different positioning strategy.
正确答案：Markets can be segmented many different ways using different segmentation variables.Market segments should be selected for targeting after an evaluation process.Different target markets may require a different positioning strategy.
6、Which of the following statements are correct？
A.Targeting geographic areas that have a high number of potential customers may create distribution efficiencies for an organisation.
B.Geographic segmentation variables include climate.
C.Geographic segmentation variables include age and gender.
D.Geographic segmentation allows for the segmentation of very small geographical areas， such as a single suburb.
正确答案：Targeting geographic areas that have a high number of potential customers may create distribution efficiencies for an organisation.Geographic segmentation variables include climate.Geographic segmentation allows for the segmentation of very small geographical areas， such as a single suburb.
7、Which of the following statements are correct？
A.The positioning of an organisation， its product/s and brand/s should be changed regularly.
B.The positioning of an organisation， its product/s and brand/s should be consistently reinforceD.C.A product， organisation or brand may be able to be repositioneD.D.How an organisation wishes to position its product offering to a target market should influence the development of its marketing mix for that target market.
正确答案：The positioning of an organisation， its product/s and brand/s should be consistently reinforced.A product， organisation or brand may be able to be repositioned.How an organisation wishes to position its product offering to a target market should influence the development of its marketing mix for that target market.
8、Which of the following can influence the market position of an organisation， its products， or its brands in the minds of target consumers？
A.The features of the organisation's product
B.Advertising and other promotional efforts
C.The price of the organisation's product
D.The customer's experience of the organisation， product， or brand
正确答案：The features of the organisation's product；Advertising and other promotional efforts；The price of the organisation's product；The customer's experience of the organisation， product， or brand
9、Which of the following would be considerations for an organisation in evaluating market segments and deciding which to target？
A.The ability of the organisation to satisfy the needs and expectations of different market segments
B.An understanding and/or analysis of competitors and how their offerings are seen by potential target market segments
C.The potential sales volume and revenues of different market segments
D.The cost to the organisation of targeting that market segment
正确答案：The ability of the organisation to satisfy the needs and expectations of different market segments；An understanding and/or analysis of competitors and how their offerings are seen by potential target market segments；The potential sales volume and revenues of different market segments；The cost to the organisation of targeting that market segment
10、Which of the following statements are correct？
A.Psychographic segmentation variables include consumer brand loyalty.
B.Psychographic segmentation variables include consumer lifestyles.
C.Psychographic segmentation variables include consumer's benefit expectations of a product.
D.Psychographic segmentation variables include consumer personality attributes.
正确答案：Psychographic segmentation variables include consumer lifestyles.Psychographic segmentation variables include consumer personality attributes.
第六章单元测试
1、Which of the following statements are correct？
A.A service is a product.
B.A physical good is a product.
C.A physical good is tangible， a service is intangible.
D.A service usually involves transfer of ownership.
正确答案：A service is a product.A physical good is a product.A physical good is tangible， a service is intangible.
2、Which of the following statements are correct？
A.For some products， support services and guarantees may be at the augmented product level， and for other products， these same features may be at the expected level.
B.For many products， as competition increases over time， features that could once have been classified as augmented become expected or even core features.
C.The core product comprises the fundamental product benefit that satisfies the consumer's need or want.
D.A product can be a consumer product or a business-to-business product， but not both.
正确答案：For some products， support services and guarantees may be at the augmented product level， and for other products， these same features may be at the expected level.For many products， as competition increases over time， features that could once have been classified as augmented become expected or even core features.The core product comprises the fundamental product benefit that satisfies the consumer's need or want.
3、For which of the following products is a consumer likely to purchase with little or no engagement in the decision-making process？
A.Shopping
B.Unsought
C.Specialty
D.Convenience
正确答案：Unsought；Convenience
4、Convenience products include（）.
A.impulse products
B.business-to-business products
C.emergency products
D.staple products
正确答案：impulse products；emergency products；staple products
5、Business-to-business products include（）.
A.parts and materials
B.equipment
C.services and supplies
D.staple products
正确答案：parts and materials；equipment；services and supplies
6、Which of the following statements are correct？
A.The stage that a product is at in the product life cycle depends solely on how long the product has been in the market.
B.In the maturity phase of the product life cycle， sales will most likely peak or start to fall.
C.he new product development phase of the product life cycle can involve substantial costs for an organisation.
D.Products may be unprofitable in the introduction phase of the product life cycle.
正确答案：In the maturity phase of the product life cycle， sales will most likely peak or start to fall.he new product development phase of the product life cycle can involve substantial costs for an organisation.Products may be unprofitable in the introduction phase of the product life cycle.
7、Which of the following statements are correct？
A.Business-to-business products include products that organisations use in the production of other products.
B.Promotional activities to build awareness of a product are most likely to be necessary in the introduction phase of the product life cycle.
C.Business-to-business products include products that organisations use in their daily operations.
D.Once a product has reached the maturity phase of the product life cycle， it is not possible to move back to the growth stage.
正确答案：Business-to-business products include products that organisations use in the production of other products.Promotional activities to build awareness of a product are most likely to be necessary in the introduction phase of the product life cycle.Business-to-business products include products that organisations use in their daily operations.
8、A brand（）.
A.is a name
B.is a slogan
C.is a collection of symbols
D.is a design
正确答案：is a name；is a slogan；is a collection of symbols；is a design
9、Which of the following statements are incorrect？
A.Brand equity is the added value that a brand gives a product.
B.Brand equity is determined by the organisation rather than the consumer.
C.A customer's brand loyalty， once established， will never change.
D.A trade mark legally registers a brand name or brand mark in order that an organisation may exclusively use it in the market.
正确答案：Brand equity is determined by the organisation rather than the consumer.A customer's brand loyalty， once established， will never change.
10、Which of the following statements are correct？
A.Private label brands are owned by resellers（such as wholesalers and retailers）.
B.Manufacturer brands are owned by producers and clearly identified at the point of sale.
C.Manufacturer brands are the most common type of branD.D.Private label brands are becoming more common.
正确答案：Private label brands are owned by resellers（such as wholesalers and retailers）.Manufacturer brands are owned by producers and clearly identified at the point of sale.Manufacturer brands are the most common type of brand.Private label brands are becoming more common.
第七章单元测试
1、Which of the following factors would be likely to influence an organisation's pricing decision for its products？
A.Customers' willingness to pay
B.Competitors' prices
C.Production， communication and distribution costs
D.Required profitability
正确答案：Customers' willingness to pay；Competitors' prices；Production， communication and distribution costs；Required profitability
2、Which of the following statements are correct？
A.Price is a measure of value for sellers.
B.An exchange of value always involves a monetary transaction.
C.Price is a measure of value for buyers.
D.Not-for-profit organisations may charge a price for their products.
正确答案：Price is a measure of value for sellers.Price is a measure of value for buyers.Not-for-profit organisations may charge a price for their products.
3、Which of the following statements are correct？
A.A product's price may be set low initially in order to penetrate a market.
B.The unit cost of production of a product may decrease as production quantity of it increases.
C.An organisation may adjust its prices at various times of the year to stimulate demand and generate cash flow.
D.Price cannot be flexible in the short term.
正确答案：A product's price may be set low initially in order to penetrate a market.The unit cost of production of a product may decrease as production quantity of it increases.An organisation may adjust its prices at various times of the year to stimulate demand and generate cash flow.
4、Which of the following statements are likely to be incorrect？
A.Prices are less likely to be in the advertisement.
B.Low prices are consistent with a high quality positioning approach.
C.Low-priced， high-volume products are usually sold through selective retail distribution.
D.High-price， high-margin specialty brands are usually sold through intensive， convenience distribution.
正确答案：Low prices are consistent with a high quality positioning approach.Low-priced， high-volume products are usually sold through selective retail distribution.High-price， high-margin specialty brands are usually sold through intensive， convenience distribution.
5、Which of the following assumptions would support McDonald'；s decision to charge higher prices at their restaurants that are located in lower income suburbs？
A.That demand for their product in low income areas is price inelastic.
B.McDonald'；s doesn'；t believe in demand-based pricing.
C.McDonald'；s believes in demand-based pricing.
D.That demand for their product in low income areas is price elastic.
正确答案：That demand for their product in low income areas is price inelastic.；McDonald'；s believes in demand-based pricing.
6、Which of the following would likely be flexible cost for an organisation？
A.Office rent
B.Packaging
C.Sales commissions
D.Raw materials
正确答案：Packaging；Sales commissions；Raw materials
7、Which of the following statements are correct？
A.Where marginal cost is more than marginal revenue， each additional unit sold incurs a loss for the organisation.
B.Where marginal cost is less than marginal revenue， an organisation can increase profits by selling more units.
C.Where marginal cost is less than marginal revenue， each additional unit sold incurs a loss for the organisation.
D.Where marginal cost is more than marginal revenue， an organisation can increase profits by selling more units.
正确答案：Where marginal cost is more than marginal revenue， each additional unit sold incurs a loss for the organisation.Where marginal cost is less than marginal revenue， an organisation can increase profits by selling more units.
8、Which of the following would be classified as 'non-price' competition？
A.Customer service
B.Product quality
C.Convenience
D.Brand image
正确答案：Customer service；Product quality；Convenience；Brand image
9、Which of the following statements are correct？
A.An organisation with high fixed costs and low variable costs could least afford to engage in price competition.
B.An organisation with low fixed costs and high variable costs could least afford to engage in price competition.
C.Price competition is undesirable for a seller unless it has a cost advantage over competitors.
D.An organisation choosing to compete on aspects other than price has greater power to decide on the profit margin per unit sold for its products.
正确答案：An organisation with low fixed costs and high variable costs could least afford to engage in price competition.Price competition is undesirable for a seller unless it has a cost advantage over competitors.An organisation choosing to compete on aspects other than price has greater power to decide on the profit margin per unit sold for its products.
10、About the cost-plus pricing， which of the following statement are correct？
A.It is often the case for large， complex projects such as roads and commercial building construction.
B.The advantage for the buyer is that they can be assured of the final price they will pay.
C.It is often used when it is easy to determine the costs of the product.
D.The seller adds their required profit margin as a dollar amount or percentage to the costs once the project is complete.
正确答案：It is often the case for large， complex projects such as roads and commercial building construction.The seller adds their required profit margin as a dollar amount or percentage to the costs once the project is complete.
第八章单元测试
1、Which of the following statements are correct？
A.Choosing appropriate media makes it possible to aim advertising at potential target markets.
B.Public relations campaigns are generally high cost.
C.Public relations activities can be used as a tool to combat negative perceptions or events.
D.The choice of media in which to advertise can positively or negatively impact on a brand's image.
正确答案：Choosing appropriate media makes it possible to aim advertising at potential target markets.Public relations activities can be used as a tool to combat negative perceptions or events.The choice of media in which to advertise can positively or negatively impact on a brand's image.
2、Which of the following statements are correct？
A.An organisation can implement sales promotion strategies to offer extra value to salespeople in a bid to increase sales.
B.An organisation can implement sales promotion strategies to smooth demanD.C.An organisation can implement sales promotion strategies to offer extra value to consumers in a bid to increase sales.
D.An organisation can implement sales promotion strategies to offer extra value to retailers in a bid to increase sales.
正确答案：An organisation can implement sales promotion strategies to offer extra value to salespeople in a bid to increase sales.An organisation can implement sales promotion strategies to smooth demand.An organisation can implement sales promotion strategies to offer extra value to consumers in a bid to increase sales.An organisation can implement sales promotion strategies to offer extra value to retailers in a bid to increase sales.
3、Which of the following are disadvantages of personal selling over other promotional activities？
A.Personal selling is time-consuming.
B.Personal selling is relatively expensive.
C.The marketing message can be tailored to suit the potential buyer'；s needs.
D.Personal selling has a more limited reach.
正确答案：Personal selling is time-consuming.；The marketing message can be tailored to suit the potential buyer'；s needs.；Personal selling has a more limited reach.
4、Which of the following statements are correct？
A.Advertising via television can be effective in targeting a geographically concentrated audience.
B.The overall effectiveness of advertising can be difficult to measure.
C.Advertising in magazines can be effective in reaching niche target markets.
D.c.Advertising in newspaper can be effective in reaching niche target markets.
正确答案：The overall effectiveness of advertising can be difficult to measure.Advertising in magazines can be effective in reaching niche target markets.
5、A public relations campaign could potentially be used by an organisation for which of the following reasons？
A.To generate positive publicity and goodwill
B.As part of crisis management
C.To build and sustain good relationships with stakeholders
D.To counter negative publicity
正确答案：To generate positive publicity and goodwill；As part of crisis management；To build and sustain good relationships with stakeholders；To counter negative publicity
6、Which of the following statements are correct？
A.Advertising in magazines can be effective in reaching niche target markets.
B.The overall effectiveness of advertising can be difficult to measure.
C.Advertising via television can be effective in targeting a geographically concentrated audience.
D.Advertising in newspaper can be effective in reaching niche target markets.
正确答案：Advertising in magazines can be effective in reaching niche target markets.；Advertising via television can be effective in targeting a geographically concentrated audience.；Advertising in newspaper can be effective in reaching niche target markets.
7、A public relations professional would likely engage in which of the following activities？
A.Product pricing
B.Event promotion
C.Media liaison
D.Lobbying
正确答案：Event promotion；Media liaison；Lobbying
8、Which of the following statements are correct？
A.Loyalty programs include signage and displays in stores， and free product trials of demonstrations in stores.
B.Loyalty programs can be a form of consumer sales promotion.
C.Loyalty programs reward consumers for the amount they spenD.D.Loyalty programs are designed to encourage repeat purchases.
正确答案：Loyalty programs can be a form of consumer sales promotion.Loyalty programs reward consumers for the amount they spend.Loyalty programs are designed to encourage repeat purchases.
9、Which of the following statements are correct in relation to post-purchase dissonance？
A.A consumer feeling they have purchased what they expected after a shopping trip is an example of post-purchase dissonance.
B.A salesperson who follows up with a customer after they have made a purchase may be able to reduce that customer's post-purchase dissonance.
C.A consumer having second thoughts about the wisdom of a product purchase is an example of post-purchase dissonance.
D.A consumer feeling they have purchased too much after a shopping trip is an example of post-purchase dissonance.
正确答案：A salesperson who follows up with a customer after they have made a purchase may be able to reduce that customer's post-purchase dissonance.A consumer having second thoughts about the wisdom of a product purchase is an example of post-purchase dissonance.A consumer feeling they have purchased too much after a shopping trip is an example of post-purchase dissonance.
10、Which of the following statements are correct？
A.Sponsorship is a public relations tool.
B.A sponsor must legally ensure that an event or person they are sponsoring has some form of relationship with their products or activities.
C.Consumers are beginning to pay less attention to corporate sponsorships.
D.In return for financial or other support， a sponsor will usually have the right to display or associate their brand name， logo， or advertising with an event or person.
正确答案：Sponsorship is a public relations tool.Consumers are beginning to pay less attention to corporate sponsorships.In return for financial or other support， a sponsor will usually have the right to display or associate their brand name， logo， or advertising with an event or person.
第九章单元测试
1、Intermediaries in a distribution channel can include（）.
A.retailers
B.industrial distributors
C.wholesalers
D.customers
正确答案：retailers；industrial distributors；wholesalers
2、Best Western allows people to book a motel room by contacting them， or via retail travel agents or online services such as wotif.com.Which of the following options best describes this distribution model？
A.Indirect
B.Direct
C.Exclusive
D.selectively
正确答案：Indirect；Direct；selectively
3、Which of the following distribution channels are correct？
A.Producer， wholesaler， retailer， consumer
B.Producer， retailer， wholesaler， consumer
C.Producer， agent/broker， consumer
D.Producer， consumer
正确答案：Producer， wholesaler， retailer， consumer；Producer， agent/broker， consumer；Producer， consumer
4、Which of the following would be relevant considerations for the location of a retail store？
A.Proximity to complementary retailers.
B.Whether the geographic area contains a significant proportion of their target market demographic.
C.Customer access to public transport and public parking available in a potential area.
D.Proximity to competitors.
正确答案：Proximity to complementary retailers.；Whether the geographic area contains a significant proportion of their target market demographic.；Customer access to public transport and public parking available in a potential area.；Proximity to competitors.
5、A benefit that retailers offer in the distribution channel is exchange efficiency.This means that（）.
A.the number of sellers that consumers must deal with is increased
B.the number of parties that producers and wholesalers must deal with is reduced
C.the number of parties that producers and wholesalers must deal with is increased
D.the number of sellers that consumers must deal with is reduced
正确答案：the number of parties that producers and wholesalers must deal with is reduced；the number of sellers that consumers must deal with is reduced
6、Discount stores are characterised by（）.
A.high levels of customer service
B.self-service
C.high turnover
D.low margins
正确答案：self-service；high turnover；low margins
7、Which of the followings are forms of direct marketing？
A.Telemarketing
B.Automatic vending machines
C.Door-to-door selling
D.Catalogue marketing
正确答案：Telemarketing；Automatic vending machines；Door-to-door selling；Catalogue marketing
8、Which of the following statements are correct？
A.Agents and brokers can operate on behalf of both buyers and sellers.
B.Agents and brokers can operate on behalf of buyers.
C.Agents and brokers can act as intermediaries to connect members of the marketing channel.
D.Agents and brokers can operate on behalf of sellers.
正确答案：Agents and brokers can operate on behalf of both buyers and sellers.Agents and brokers can operate on behalf of buyers.Agents and brokers can act as intermediaries to connect members of the marketing channel.Agents and brokers can operate on behalf of sellers.
9、Which of the following statements are correct？
A.Wholesalers tend to deal with large volumes of products in their transactions.
B.Wholesaling does not include transactions with end consumers.
C.Wholesalers deal with businesses in the distribution channel.
D.Wholesalers generally advertise in the mass media.
正确答案：Wholesalers tend to deal with large volumes of products in their transactions.Wholesaling does not include transactions with end consumers.Wholesalers deal with businesses in the distribution channel.
10、Which of the followings are potential benefits provided by wholesalers？
A.A wholesaler can reduce risk when conducting transactions.
B.A wholesaler can hold and manage a manufacturer's inventory.
C.A wholesaler can promote and sell a manufacturer's products to retailers.
D.A wholesaler can have bulk buying power with manufacturers and are able to pass on savings to retailers.
正确答案：A wholesaler can hold and manage a manufacturer's inventory.A wholesaler can promote and sell a manufacturer's products to retailers.A wholesaler can have bulk buying power with manufacturers and are able to pass on savings to retailers.
第十章单元测试
1、Which of the following statements are incorrect？
A.Direct distribution is particularly common for both goods and services.
B.Direct distribution is particularly common for physical goods.
C.Direct distribution isn’t particularly common for neither goods nor services.
D.Direct distribution is particularly common for service products.
正确答案：Direct distribution is particularly common for both goods and services.Direct distribution is particularly common for physical goods.Direct distribution isn’t particularly common for neither goods nor services.
2、Which of the following statements are correct？
A.Services are intangible.
B.Services involve a transfer of title.
C.A product offering can consist of both a physical good and a service component.
D.Services can include activities， performances and benefits offered for sale.
正确答案：Services are intangible.A product offering can consist of both a physical good and a service component.Services can include activities， performances and benefits offered for sale.
3、Which of the following characteristics distinguishes a service from a physical good？
A.Intangibility
B.Inseparability
C.Perishability
D.Heterogeneity
正确答案：Intangibility；Inseparability；Perishability；Heterogeneity
4、Which of the following statements are false？
A.The tangible nature of services makes their evaluation prior to purchase difficult.
B.The intangible nature of services makes their evaluation prior to purchase difficult.
C.The tangible nature of services makes their evaluation prior to purchase easy.
D.The intangible nature of services makes their evaluation prior to purchase easy.
正确答案：The tangible nature of services makes their evaluation prior to purchase difficult.The tangible nature of services makes their evaluation prior to purchase easy.The intangible nature of services makes their evaluation prior to purchase easy.
5、In order to reduce consumer feelings of uncertainty prior to purchasing a service， marketers can use（）.
A.positive word-of-mouth promotion
B.tangible cues
C.honeyed but fraud words
D.guarantees
正确答案：positive word-of-mouth promotion；tangible cues；guarantees
6、Which of the following would be classed as physical evidence in terms of the tangible cues that customers may use to evaluate a service？
A.Delivery vehicles
B.Staff uniforms
C.Price
D.Attitude
正确答案：Delivery vehicles；Staff uniforms
7、Which of the following statements regarding services are correct？
A.A service is an intangible product offering that does not involve ownership.
B.A service is experienceD.C.A service is a tangible product offering that does not involve ownership.
D.A service is a tangible product offering that does involve ownership.
正确答案：A service is an intangible product offering that does not involve ownership.A service is experienced.
8、Which of the following statements are correct？
A.A service is usually produced and consumed at the same time.
B.Price may be used by consumers as a guide to service quality.
C.The inseparable characteristic of services means that a service provider and a service consumer must be in the same location.
D.Services can be delivered online.
正确答案：A service is usually produced and consumed at the same time.Price may be used by consumers as a guide to service quality.Services can be delivered online.
9、Which of the following could potentially reduce the heterogeneous nature of a service product？
A.The use of machinery
B.Staff training
C.The use of technology
D.Reducing ing the number of transactions
正确答案：The use of machinery；Staff training；The use of technology
10、Which of the following statements are correct？
A.Balancing supply and demand helps to overcome issues that may arise due to the service characteristic of perishability.
B.Unlike physical goods， there can be no intermediaries in a service distribution channel.
C.Services can be standardiseD.D.Services can be customiseD.
正确答案：Balancing supply and demand helps to overcome issues that may arise due to the service characteristic of perishability.Services can be standardised.Services can be customised.