2025年市場營銷英語試題及答案指導

2025年市場營銷英語試題及答案指導姓名：____________________

一、多項選擇題（每題2分，共20題）

1.WhichofthefollowingisNOTakeyelementinthemarketingmix?

A.Product

B.Price

C.Place

D.Promotion

E.Quality

2.Theterm"marketsegmentation"refersto:

A.Dividingamarketintosmaller,moremanageablesegments.

B.Theprocessofcreatinganewproduct.

C.Theactofpricingaproduct.

D.Theprocessofpromotingaproduct.

E.Theprocessofplacingaproductinaspecificlocation.

3.Whichofthefollowingisatypeofmarketsegmentation?

A.Demographicsegmentation

B.Geographicsegmentation

C.Psychographicsegmentation

D.Behavioralsegmentation

E.Alloftheabove

4.Inmarketing,theterm"targetmarket"refersto:

A.Theentiremarket.

B.Thespecificgroupofpeoplethatacompanywantstoreachwithitsmarketingefforts.

C.Theproductitself.

D.Theplacewheretheproductissold.

E.Thepriceoftheproduct.

5.Whichofthefollowingisastrategyusedtoenteranewmarket?

A.Marketpenetration

B.Marketdevelopment

C.Productdevelopment

D.Marketdiversification

E.Alloftheabove

6.Theterm"branding"refersto:

A.Theprocessofcreatingauniquenameandlogoforaproduct.

B.Theactofpromotingaproduct.

C.Theprocessofsegmentingamarket.

D.Theactofdistributingaproduct.

E.Theprocessofsettingapriceforaproduct.

7.Whichofthefollowingisatypeofpromotionalstrategy?

A.Advertising

B.Salespromotion

C.Publicrelations

D.Directmarketing

E.Alloftheabove

8.Theterm"customerrelationshipmanagement"(CRM)refersto:

A.Theprocessofmanagingacompany'srelationshipswithitscustomers.

B.Theprocessofmanagingacompany'srelationshipswithitssuppliers.

C.Theprocessofmanagingacompany'srelationshipswithitsemployees.

D.Theprocessofmanagingacompany'srelationshipswithitscompetitors.

E.Theprocessofmanagingacompany'srelationshipswithitsinvestors.

9.Whichofthefollowingisabenefitofsocialmediamarketing?

A.Itallowscompaniestoreachalargeaudiencequickly.

B.Itislessexpensivethantraditionalmarketingmethods.

C.Itismoreeffectivethantraditionalmarketingmethods.

D.Itallowscompaniestointeractdirectlywiththeircustomers.

E.Alloftheabove

10.Theterm"customerlifetimevalue"(CLV)refersto:

A.Thetotalrevenueacompanycanexpecttogeneratefromacustomerovertheirlifetime.

B.Thetotalcostacompanycanexpecttoincurfromacustomerovertheirlifetime.

C.Theaveragenumberoftransactionsacustomermakesperyear.

D.Theaverageamountofmoneyacustomerspendspertransaction.

E.Alloftheabove

11.Whichofthefollowingisatypeofmarketingresearch?

A.Qualitativeresearch

B.Quantitativeresearch

C.Descriptiveresearch

D.Explanatoryresearch

E.Alloftheabove

12.Theterm"SWOTanalysis"refersto:

A.Aprocessofanalyzingacompany'sstrengths,weaknesses,opportunities,andthreats.

B.Aprocessofanalyzingacompany'sproducts,services,andcompetitors.

C.Aprocessofanalyzingacompany'smarketingstrategiesandtactics.

D.Aprocessofanalyzingacompany'sfinancialperformance.

E.Alloftheabove

13.Whichofthefollowingisatypeofmarketingchannel?

A.Directmarketing

B.Indirectmarketing

C.E-commerce

D.Retail

E.Alloftheabove

14.Theterm"customersatisfaction"refersto:

A.Thedegreetowhichaproductorservicemeetsacustomer'sexpectations.

B.Theprocessofmeasuringacustomer'ssatisfactionwithaproductorservice.

C.Theactofpleasingacustomerwithaproductorservice.

D.Theprocessofimprovingaproductorservicebasedoncustomerfeedback.

E.Alloftheabove

15.Whichofthefollowingisatypeofmarketorientation?

A.Internalorientation

B.Externalorientation

C.Customerorientation

D.Productorientation

E.Alloftheabove

16.Theterm"marketresearch"refersto:

A.Theprocessofgathering,analyzing,andinterpretinginformationaboutamarket.

B.Theprocessofdevelopingnewproductsandservices.

C.Theprocessofpromotingaproductorservice.

D.Theprocessofsettingapriceforaproductorservice.

E.Alloftheabove

17.Whichofthefollowingisatypeofmarketingcommunication?

A.Advertising

B.Salespromotion

C.Publicrelations

D.Directmarketing

E.Alloftheabove

18.Theterm"marketanalysis"refersto:

A.Theprocessofanalyzingamarket'ssize,structure,andpotential.

B.Theprocessofanalyzingacompany'sstrengths,weaknesses,opportunities,andthreats.

C.Theprocessofdevelopingnewproductsandservices.

D.Theprocessofsettingapriceforaproductorservice.

E.Alloftheabove

19.Whichofthefollowingisatypeofmarketingstrategy?

A.Marketpenetration

B.Marketdevelopment

C.Productdevelopment

D.Marketdiversification

E.Alloftheabove

20.Theterm"marketingplan"refersto:

A.Adocumentthatoutlinesacompany'smarketingobjectivesandstrategies.

B.Adocumentthatoutlinesacompany'sfinancialobjectivesandstrategies.

C.Adocumentthatoutlinesacompany'soperationalobjectivesandstrategies.

D.Adocumentthatoutlinesacompany'shumanresourceobjectivesandstrategies.

E.Alloftheabove

二、判斷題（每題2分，共10題）

1.Acompany'smarketingstrategyshouldbeflexibleandadaptabletochangingmarketconditions.(正確/錯誤)

2.Productqualityisthemostimportantfactorindeterminingacustomer'spurchasingdecision.(正確/錯誤)

3.Awell-designedadvertisingcampaigncaneffectivelyinfluenceacustomer'sperceptionofabrand.(正確/錯誤)

4.Marketresearchisonlynecessarywhenacompanyislaunchinganewproduct.(正確/錯誤)

5.Customerserviceisanessentialcomponentofacompany'smarketingstrategy.(正確/錯誤)

6.Itismorecost-effectivetoretainexistingcustomersthantoacquirenewones.(正確/錯誤)

7.Socialmediamarketingisasuitablestrategyforalltypesofbusinesses.(正確/錯誤)

8.Astrongbrandidentitycansignificantlyimpactacompany'sprofitability.(正確/錯誤)

9.Thegoalofdirectmarketingistobuildlong-termrelationshipswithcustomers.(正確/錯誤)

10.Marketsegmentationallowscompaniestotailortheirmarketingeffortstospecificcustomergroups.(正確/錯誤)

三、簡答題（每題5分，共4題）

1.Explainthedifferencebetweenmarketsegmentationandtargetmarketing.

2.Describetheroleofmarketresearchinthedevelopmentofamarketingstrategy.

3.Discusstheimportanceofcustomersatisfactioninthesuccessofabusiness.

4.Outlinethekeyelementsofaneffectivemarketingcommunicationplan.

四、論述題（每題10分，共2題）

1.Discusstheimpactofdigitalmarketingontraditionalmarketingstrategiesandhowcompaniescanadapttothechanginglandscape.

2.Analyzetheroleofsustainabilityinmodernmarketingandhowcompaniescanincorporateeco-friendlypracticesintotheirmarketingstrategieswhilemaintainingprofitability.

試卷答案如下：

一、多項選擇題

1.E

解析思路：質(zhì)量是產(chǎn)品的基本屬性，不屬于營銷組合的四個基本要素之一。

2.A

解析思路：市場細分是將市場劃分為更小、更易管理的細分市場。

3.E

解析思路：所有選項都是市場細分的一種類型。

4.B

解析思路：目標市場是公司希望通過其營銷努力接觸的特定人群。

5.E

解析思路：市場滲透、市場發(fā)展、產(chǎn)品開發(fā)和市場多元化都是進入新市場的策略。

6.A

解析思路：品牌是指創(chuàng)造獨特的名稱和標志的過程。

7.E

解析思路：廣告、促銷、公共關系和直銷都是營銷傳播策略的類型。

8.A

解析思路：客戶關系管理是管理公司與客戶關系的流程。

9.E

解析思路：所有選項都是社交媒體營銷的好處。

10.A

解析思路：客戶終身價值是公司預期從客戶那里獲得的總收益。

11.E

解析思路：定性研