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第一章 单元测试
1、
Which of the following statements about marketing is true?
A:It is of little importance when products are standardized.
B:It can help create jobs in the economy by increasing demand for goods and services.
C:It helps to build a loyal customer base but has no impact on a firm”s intangible assets.
D:It is more important for bigger organizations than smaller ones.
E:It is seldom used by nonprofit organizations.
答案: It can help create jobs in the economy by increasing demand for goods and services.
2、
________ management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
A:Marketing
B:Knowledge
C:Operations
D:Strategic
E:Distribution
答案: Marketing
3、
Identify the correct statement about marketing management.
A:It is primarily concerned with the systematic gathering, recording, and analysis of data about issues related to marketing products and services.
B:It focuses mostly on monitoring the profitability of a company”s products and services.
C:It focuses solely on attaining an organization”s sales goals in an efficient manner.
D:It is defined as the field that deals with planning and managing a business at the highest level of corporate hierarchy.
E:It occurs when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties.
答案: It occurs when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties.
4、
As economies advance, a growing proportion of the economy”s activities focuses on the production of ________.
A:products
B:events
C:experiences
D:luxury goods
E:services
答案: services
5、
The “Malaysia, Truly Asia” ad campaign that showcased Malaysia”s beautiful landscape and its multicultural society in order to attract tourists is an example of ________ marketing.
A:event
B:property
C:service
D:place
E:idea
答案: place
6、
In Walt Disney”s Magic Kingdom, customers can visit a fairy kingdom, a pirate ship, or even a haunted house. Disney is marketing a(n) ________.
A:experience
B:service
C:event
D:organization
E:good
答案: experience
7、
People in emerging countries today are becoming increasingly health conscious and are seeking healthy food choices. As a result, demand for health foods is rising steadily, creating an opportunity for marketers to exploit this ________ market.
A:demographic
B:business
C:need
D:geographic
E:service
答案: need
8、
Organizations catering to the ________ market need to price their offerings carefully because these markets usually have limited purchasing power.
A:business
B:global
C:nonprofit
D:consumer
E:exclusive
答案: nonprofit
9、
Services constitute the bulk of most countries” production and marketing efforts.
A:对
B:错
答案: 错
10、
“Friends Don”t Let Friends Drive Drunk,” is an example of marketing information to an interested audience.
A:对
B:错
答案: 错
11、
Wants are the basic human requirements such as for air, food, water, clothing, and shelter.
A:对
B:错
答案: 错
12、
The emergence of earned media has allowed some companies to reduce paid media expenditures.
A:对
B:错
答案: 对
13、
We can think of marketing as the identification, creation, communication, delivery, and monitoring of customer value.
A:对
B:错
答案: 对
14、
If performance falls short of expectations, the customer is disappointed. If it matches expectations, the customer is satisfied. If it exceeds them, the customer is delighted.
A:对
B:错
答案: 对
15、
What can be marketed?
A:service
B:organizations
C:information
D:events
答案: service;organizations;information;events
第二章 单元测试
1、
The task of any business is to ________.
A:create customer needs
B:differentiate in terms of cost of production
C:deliver customer value at a profit
D:reduce competition
E:communicate similar value as provided by competitors
答案: deliver customer value at a profit
2、
In the cycle of complete strategic planning, taking corrective action is a part of ________.
A:planning
B:implementation
C:controlling
D:organizing
E:analyzing
答案: controlling
3、
Of the four organizational levels, the corporate level is likely to make which of the following decisions?
A:entering a new market
B:resource allocation for each product
C:strategic plan for individual business units
D:choosing specific suppliers for each business unit
E:marketing plan for each product
答案: entering a new market
4、
The marketing plan, the central instrument for directing and coordinating the marketing effort of a company, operates at the ________ levels.
A:functional and operational
B:strategic and tactical
C:corporate and operational
D:customer and expenditure
E:corporate and division
答案: strategic and tactical
5、
The ________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities.
A:organizational plan
B:strategic marketing plan
C:corporate tactical plan
D:corporate mission
E:customer-value statement
答案: strategic marketing plan
6、
Juan Garcia plans the daily promotional releases about his company”s products and services. He can be described as a(n) ________ planner.
A:strategic
B:selective
C:tactical
D:niche
E:operational
答案: tactical
7、
Which of the following is an example of growth by diversification?
A:a company introducing its existing products in a new market
B:a company introducing new product category in a new market
C:a company increases its product line in an existing market
D:a company introducing a new product category in an existing market
E:a company integrates backward to cut costs
答案: a company introducing new product category in a new market
8、
Qantas, the Australian national airline carrier, introduces flights to the Middle East. This is an example of ________.
A:product development
B:diversification
C:market development
D:market penetration
E:differentiation
答案: market penetration
9、
Unlike 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:overall cost leadership
B:focus
C:differentiation
D:diversification
E:promotional
答案: differentiation
10、
McDonald”s has often teamed up with Disney to offer products related to current Disney films as part of its meals for children. The best description of this form of alliance would be a ________.
A:product alliance
B:logistics alliance
C:pricing collaboration
D:network alliance
E:promotional alliance
答案: promotional alliance
11、
Internal analysis in SWOT involves analyzing the possible opportunities and threats that can come from the market.
A:对
B:错
答案: 错
12、
A firm that is always working to improve its product offerings such that consumer needs are addressed more efficiently is following a differentiation strategy.
A:对
B:错
答案: 对
13、
A firm employing a focus strategy concentrates on achieving superior performance in an important customer benefit area valued by a large part of the market.
A:对
B:错
答案: 错
14、
External Environment analysis is to analyse ( )
A:strengths
B:weaknesses
C:opportunities
D:threats
答案: opportunities;threats
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