Marketing知到智慧樹期末考試答案題庫2025年上海對(duì)外經(jīng)貿(mào)大學(xué)VIP

Marketing知到智慧樹期末考試答案題庫2025年上海對(duì)外經(jīng)貿(mào)大學(xué)銀行、信貸公司、保險(xiǎn)公司和其他幫助為交易融資或?yàn)榕c商品和服務(wù)買賣相關(guān)的風(fēng)險(xiǎn)提供保險(xiǎn)的企業(yè)被稱為（）。

答案:金融中介機(jī)構(gòu)通過（）差異化，品牌可以在功能、性能或風(fēng)格和設(shè)計(jì)上實(shí)現(xiàn)差異化。

答案:產(chǎn)品展示消費(fèi)者組織、環(huán)保組織或少數(shù)群體對(duì)貴公司在當(dāng)?shù)貑栴}上的立場(chǎng)提出了質(zhì)疑。這是（）公眾的一個(gè)例子。

答案:公民行動(dòng)每種文化都包含較小的（）或基于共同生活經(jīng)歷和情況的共同價(jià)值體系的人群。

答案:亞文化欲望是由（）和個(gè)體個(gè)性塑造的人類需求。

答案:卡特魯爾根據(jù)營(yíng)銷過程的五步模型，以下哪項(xiàng)是為客戶創(chuàng)造價(jià)值的第三步（）？

答案:構(gòu)建提供卓越價(jià)值的整合營(yíng)銷計(jì)劃根據(jù)管理大師彼得·德魯克（PeterDrucker）的說法，“營(yíng)銷的目的是（）。

答案:使銷售變得不必要根據(jù)恩斯特·恩格爾的研究，隨著收入的增加，人們?cè)谑澄锷系幕ㄙM(fèi)比以前高出（）。

答案:下最準(zhǔn)確的說法是，當(dāng)客戶購買產(chǎn)品時(shí)，他們會(huì)根據(jù)（）來判斷價(jià)值和成本。

答案:感知價(jià)值探索性研究是（）。

答案:通常以非正式的方式進(jìn)行，以產(chǎn)生見解。您的廣告公司目前正在研究目標(biāo)市場(chǎng)的性別、教育、位置、年齡和職業(yè)。這個(gè)環(huán)境叫什么（）？

答案:人口統(tǒng)計(jì)您制造和銷售農(nóng)藥和化肥。您文中提到的以下自然環(huán)境趨勢(shì)中哪一個(gè)值得關(guān)注（）？

答案:污染增加當(dāng)我們喜歡的人或事參與負(fù)面新聞時(shí)，我們大多數(shù)人選擇為他們辯護(hù)，即使知道錯(cuò)誤。這是因?yàn)椋ǎ?/p>

答案:認(rèn)知失調(diào)當(dāng)客戶參與購買較低但感知到顯著的品牌差異時(shí)，他們很可能會(huì)參與（）。

答案:尋求多樣性的購買行為如果研究人員想知道學(xué)生的學(xué)習(xí)效果是否受到一天中的時(shí)間的影響，以下哪種研究設(shè)計(jì)最合適（）？

答案:因果研究如今，許多公司正在本地化他們的產(chǎn)品、廣告、促銷和銷售工作，以適應(yīng)各個(gè)地區(qū)、城市和社區(qū)的需求“這是（）的一個(gè)例子。

答案:地理區(qū)隔哪一類公眾是電視臺(tái)，刊登有關(guān)您所在地區(qū)的新聞、特寫和編輯意見（）？

答案:媒體品牌差異化和定位的全部利益組合稱為品牌（）。

答案:價(jià)值主張品牌對(duì)企業(yè)來說重要是什么？哪一個(gè)不包括（）？

答案:一種簡(jiǎn)化處理或追蹤的識(shí)別手段品牌供應(yīng)商（）。品牌可以擁有知識(shí)產(chǎn)權(quán)，為品牌所有者提供合法所有權(quán)。

答案:對(duì)產(chǎn)品獨(dú)特功能或方面的法律保護(hù)臺(tái)達(dá)汽車根據(jù)客戶的年齡、性別和收入銷售汽車。以下哪種類型的市場(chǎng)細(xì)分在這里很明顯（）？

答案:demographicsegmentation單選題________isanobservationalresearchstrategyinwhichhumanobserversrecordthephenomenonbeingobservedasitoccurs.（）

答案:Personalobservation關(guān)于自然環(huán)境，營(yíng)銷人員感興趣的主要趨勢(shì)是（）。

答案:原材料短缺公關(guān)公司根據(jù)特定客戶的需求和喜好定制廣告和促銷服務(wù)。這是例證（）。

答案:個(gè)人營(yíng)銷從廣義上講，營(yíng)銷被定義為一個(gè)社會(huì)和管理過程，個(gè)人和組織通過這個(gè)過程獲得他們需要和想要的東西（）。

答案:價(jià)值創(chuàng)造與交換人們傾向于僅僅因?yàn)樗麄兪煜な挛锒鴮?duì)事物產(chǎn)生偏好。這種趨勢(shì)的原因稱為（）。

答案:單純的暴露效應(yīng)一個(gè)細(xì)分市場(chǎng)如果（）的吸引力較小。新進(jìn)入者A.is難以進(jìn)入

答案:已經(jīng)包含許多強(qiáng)大而激進(jìn)的競(jìng)爭(zhēng)對(duì)手一個(gè)社會(huì)塑造其基本價(jià)值觀、觀念、偏好和行為的制度和其他力量是其（）環(huán)境。

答案:文化Witha(n)________marketingstrategy,afirmgoesafteralargeshareofoneorafewsmallerniches.（）

答案:concentratedWhythechannelmanagementisimportant?（）

答案:Thedecisionaboutamarketingchannelsystemisoneofthemostcriticalfactorsmanagementfaces.；Thechannelsthatthecompanychosenprofoundlyaffectallothermarketingdecisions.；Channeldecisionsincluderelativelylong-termcommitmentswithotherfirmsaswellasasetofpoliciesandprocedures.；Inmanagingitsintermediaries,thefirmmustdecidehowmuchefforttodevotetopushversuspullmarketing.Whydothesecompaniesrequireco-branding?（）

答案:somebrandscanborrowthenecessaryexpertise；leverageequitytheydonothave；reducethecostofproductintroductionWhydocompaniesfailtoconductco-branding?Whichonedoesnotinclude?（）

答案:borrowthenecessaryexpertiseWhydobrandsmattertofirms?（）

答案:Abrandcanhaveintellectualpropertyrights,offeringlegaltitletothebrandowner.；Brandscanalsoprovideacertainlevelofasignalofquality,facilitatingsatisfiedconsumerstoeasilychoosetheproductagain.；Brandingcanbeviewedasapowerfulmeanstosecurecompetitiveadvantage.；Brandsarevaluablepiecesoflegalproperty,capableofattractingmanyloyalconsumersandofinfluencingpotentialconsumersWhichtypeofpowerisnotchannelpower?（）

答案:NegotiatingpowerWhichofthefollowingstatementsaboutpriceistrue?（）

答案:Pricecanmeanexchangeofnonmonetarygoodsorservices.Whichofthefollowingproductcharacteristicsreferstothedegreetowhichtheinnovationappearssuperiortoexistingproducts（）?

答案:relativeadvantageWhichofthefollowingmajordecisionsshouldacompanymakeimmediatelyafteritdecidestooperateinternationally?（）

答案:decidingwhichmarketstoenterWhichofthefollowingistruewithregardtoservices?（）

答案:Servicesareaformofproductthatconsistsofactivities,benefits,orsatisfactionsofferedforsale.Whichofthefollowingistruewithregardtoproducts?（）

答案:Productsincludeservices,events,persons,places,organizations,ideas,oramixtureofthese.Whichofthefollowingistrueaboutthedemandcurve?

答案:Itshowstherelationshipbetweenproductdemandandproductprice.Whichofthefollowingisthefirststepofmarketingresearchprocess?（）

答案:DefiningtheproblemWhichofthefollowingisNOTatypeofpricingobjective?（）

答案:elasticityWhichofthefollowingisNOTacommonvariableusedbybothconsumerandbusinessmarketerswhilesegmentingmarkets?（）

答案:operatingcharacteristicsWhichofthefollowingisanexternalinfluencethataffectspricingdecisions?（）

答案:competitionWhichofthefollowingisanexampleofaconvenienceproduct?（）

答案:fastfoodWhichofthefollowingisapotentialdisadvantageofdigitalmarketing?（）

答案:Itcanleadtonegativepublicreactionsifnotusedcorrectly.Whichofthefollowingisamethodofcompetitoranalysis?（）

答案:BothAandBabove.Whichofthefollowingexemplifiesaservice?（）

答案:retailcarWhichfunctionsconstituteabackwardflowfromcustomerstothecompany?（）

答案:Ordering；Negotiation；PaymentWhicharestrategiestomanageChannelconflict?（）

答案:Dualcompensation；Employeeexchange；JointmembershipsWhicharecausesofchannelconflict?（）

答案:Goalincompatibility；Unclearrolesandrights；Differencesinperception；Intermediaries’dependenceonthemanufacturerWhenlittleisknownabouttheproblemsituation,itisdesirabletobeginwithdescriptiveresearch.（）

答案:錯(cuò)WhenKraftfocusedoncostcuttingwithitsolder,establishedbrands,leavingthemtowitherwithoutmuchinvestmentormodification,Kraftdecidedto________theolderproducts.（）

答案:harvestWhencustomershavelowinvolvementinapurchasebutperceivesignificantbranddifferences,theywillmostlikelyengagein________.（）

答案:variety-seekingbuyingbehaviorWhenacompetitorcutsitsprice,acompanymightdecideto________ifitbelievesitwillnotlosemuchmarketshareorwouldlosetoomuchprofitbycuttingitsownprice.（）

答案:maintainitscurrentpriceandprofitmarginWhatsetsthefloorforproductprices?（）

答案:productcostsWhatsetstheceilingforproductprices?（）

答案:customer’sperceptionsoftheproductvalueWhatisDigitalMarketing?（）

答案:Promotionofproductsorbrandsviaoneormoreformsofelectronicmedia.Whatisasignificantadvantageofdigitalmarketing?（）

答案:Itallowsbusinessestoreachaglobalmarketplace.Whatisakeytrendindigitalmarketingforthefuture?（）

答案:GreateruseofAIandbigdataforpersonalizedmarketing.Whatdomanycompaniesusetosetsalesforcesize?（）

答案:workloadapproachWhatdobrandsmattertoconsumers?Whichonedoesnotinclude?（）

答案:asourceofcompetitiveadvantageandfinancialreturnsWantsarehumanneedsthatareshapedby_______andindividualpersonality.（）

答案:cutlureU.S.sugarimportquotashaveexistedformorethan50yearsandpreserveabouthalfoftheU.S.sugarmarketfordomesticproducers.WhydoestheUnitedStatescontinuetohavethesequotas（）?

答案:toreducecompetitionforitsdomesticsugarindustryTosuccessfullymarkettheCorvettetotheEuropeanmarket,GeneralMotorshadtomaketheautomobileshorterandnarrower.GMchosetousea________strategywiththeCorvette.（）

答案:productadaptationThrough________differentiation,brandscanbedifferentiatedonfeatures,performance,orstyleanddesign.（）

答案:productThreelevelsofproductsandservicesinclude______.（）

答案:Thecorecustomervalue；Anactualproduct；AnaugmentproductTherecordingofbehavioralpatternsofpeople,objects,andeventsinasystematicmannertoobtaininformationaboutthephenomenonofinterestiscalled________.（）

答案:observationTheproducts,suchasheatingandcoolingsystems,whichrequirsinstallationormaintenance,areusuallysoldby________.（）

答案:FranchiseddealersTheprocessofmanipulatingoneormoreindependentvariablesandmeasuringtheireffectononeormoredependentvariableswhilecontrollingfortheextraneousvariablesiscalleda(n)________.（）

答案:experimentThepercentageofthetotalattemptedinterviewsthatarecompletedisreferredtoas________.（）

答案:responserateThemajorpromotiontoolthatincludescatalogs,telephonemarketing,kiosks,theInternet,andmoreiscalled________.（）

答案:directmarketingThefullmixofbenefitsonwhichabrandisdifferentiatedandpositionedisknownasthebrand________.（）

答案:valuepropositionThedecisiontoenteroneormoreparticularmarketsoutsidethehomecountrydependsonallofthementionedfactorsexcept:（）

答案:threatsThecompaniescangetlotsofbenefitsfromco-branding.Whichonedoesnotinclude?（）

答案:improveproductqualityTheactualHPprinter/faxmachineadvertisementiscalled________.（）

答案:messageThe_______budgetsettingmethodisoftenpreferredbecauseitisthemostlogicalmethod.Itdealsmorewithspecificpromotiongoalsandaccomplishments.（）

答案:objective-and-taskStrikingabalancebetweencustomerorientationandcompetitiveorientationmeans:（）

答案:Balancingthefocusonunderstandingandmeetingcustomerneedswithanawarenessofandresponsetocompetitoractivities.Somecompaniesobtaintherightstousethenamesorsymbolspreviouslycreatedbyothermanufacturersforafee.Thisprocessisknownas________.（）

答案:licensingSecondarydataisdataoriginatedbytheresearcherforthespecificpurposeofaddressingtheresearchproblem.（）A.TRUEB.FALSE

答案:錯(cuò)Secondarydataisdataoriginatedbytheresearcherforthespecificpurposeofaddressingtheresearchproblem.（）

答案:錯(cuò)Renaultanditsrivalsareracingtooffermiddle-classconsumersanewvaluepropositionbysellingcarsfortheequivalentof$10,000orless.OntheheelsofRenaultsuccesswithDaciaLogancamethe$2,500NanofromIndiaTataMotors.Thisillustratesthat________.（）

答案:marketsuccessdependsonreachingathresholdofacceptablequalityforconsumers.Productsincludetangiblegoods,andservices_______,events,people,places,organisations,ideas,oramixtureofthese.（）

答案:Eventsandpeople；Placesandorganization；Ideas；MixtureofthesePolloCampero,achickenrestaurantchainbasedinCentralAmerica,isusingthefollowingmethodforexpandingoperationsintheUnitedStates.（）

答案:franchisingPolloCampero,achickenrestaurantchainbasedinCentralAmerica,isusingthefollowingmethodforexpandingoperationsintheUnitedStates:（）

答案:franchisingOntheInternet,pricecaneasilybeadjustedtomeetchangesinthemarketplace.Thisiscalled________.（）

答案:dynamicpricingOfthemainconsumerpromotiontools,whichisthemosteffectiveforintroducinganewproduct?（）

答案:samplingNotalltypesofingredientbrandingareco-branding.Whichoneisnotatypeofingredientbranding?（）

答案:Tide’slavender-scenteddetergentMart,agrocerystoreinNewOrleans,Louisiana,offerslessmerchandiseselectionandfairlylowlevelsofservice.Despitethelacklusterserviceandlimitedselectionofmerchandise,customersstillflocktobecauseitchargesrock-bottomprices.Martmostlikelyusesthe________positioning.（）

答案:lessformuchlessMarketingmixplanningbeginswith________.（）

答案:buildinganofferingthatbringsvaluetotargetcustomersMarketershavealsodividedproductsandservicesintotwobroadclassesbasedonthetypesofcustomersthatusesuchproducts:________.（）

答案:industrialgoods；consumergoodsManymarketingmanagersdefineabrandasmorethanjustthat—assomethingthathasactuallydevelopedacertainamountofsomething,whichdoesnotinclude_____.（）

答案:valuechainManycompaniestodayarelocalizingtheirproducts,advertising,promotion,andsalesefforttofittheneedsofindividualregions,cities,andneighborhoods”Thisisanexampleof_________.（）

答案:geographicsegmentationIntegratedmarketingcommunicationsproducesbettercommunications________andgreater________impact.（）

答案:consistency;salesIntegratedmarketing

communicationsproduces

bettercommunications________andgreater________impact.（）

答案:consistency;salesIngredientbrandingalsohassomerisksandcosts.Whichonedoesnotinclude?（）

答案:Itrequiresdeminingaframeofreferencebyidentifyingthetargetmarketandthenatureofcompetition,andtheidealpointsofpoints-of-parityandpoints-of-differencebrandassociations.Indigitalmarketing,whatkindofcustomersbringmostoftheprofits?（）

答案:RegularcustomersInamarketwith________,themarketconsistsofmanybuyersandafewsellerswhoarelikelytohavesimilarpricing.（）

答案:oligopolisticcompetitionHowisdigitalmarketinginfluencedbyAI(ArtificialIntelligence)?（）

答案:AIhelpsinimprovingpersonalizationandcustomerserviceindigitalmarketing.Fromthebuyer’sviewpoint,inthisageofcustomervalueandrelationships,thefourPsmightbebetterdescribedasthefourCs:_______,customercost,convenience,andcommunication.（）

答案:customersolutionFromaneconomicperceptive,brandsfacilitateconsumersto_________forproductsbothinternally(intermsofhowmuchtheyhavetothink)andexternally(intermsofhowmuchtheyhavetolookaround).（）

答案:reducesearchcostsForsomeintermediaries,theysearchforcustomersandmaynegotiateontheproducer’sbehalfbutdonottaketitletothegoods.Wecallthem________.（）

答案:Brokers；Manufacturer’srepresentativesForsomeintermediaries,theybuy,taketitleto,andresellthemerchandise.Wecallthem(ABC).

答案:MerchantsForsomeintermediaries,theyassistinthedistributionprocessbutneithertaketitletogoodsnornegotiatepurchasesorsales.Wecallthem_______.（）

答案:Goalincompatibility；Unclearrolesandrights；Differencesinperception；Transaction-specificinvestmentForbrick-and-clickcompanies,howtocoordinatetheinterestbetweentraditionalintermediariesande-commercechannel?（）

答案:OfferdifferentbrandsorproductsontheInternet；Offerofflinepartnershighercommissionstocushionthenegativeimpactonsales；TakeordersontheWebsitebuthaveretailersdeliverandcollectpaymentFlurrbies,abrandofuniquewinteraccessoriesthatquicklyfellinandoutoffavorwithcustomers,isanexampleofa（）.

答案:fadExploratoryresearchisresearchconductedtogainideasandinsightintotheproblemconfrontingthemanagementortheresearcher.（）

答案:對(duì)DeltaMotorworksmarketsitscarsbasedontheage,gender,andincomeofitscustomers.Whichofthefollowingtypesofmarketsegmentationisevidenthere?（）

答案:demographicsegmentationConsumerproductsreferto________.（）

答案:productsandservicesboughtbyfinalconsumersforpersonalconsumptionprimarilyintangibleofferingsfrommarketersCompetitoranalysisisimportantbecause:（）

答案:Alloftheabove.Companiesthatsetalowpriceforanewproductinordertoattractalargenumberofbuyersandalargemarketshareareusingthe________strategy.（）

答案:market-penetrationpricingCompaniesrisklosingtheirhomemarkets________.（）

答案:astheymayfindforeigncompetitorsintheirownbackyardsCompaniesfacingthechallengeofsettingpricesforthefirsttimecanchoosebetweentwobroadstrategies:market-penetrationpricingand________pricing.（）

答案:market-skimmingCo-brandinghasbeenaroundforyears.Inyourviewwhichoneisnotakindofco-branding?（）

答案:UniqloKAWSBrandsprovidefirms_________.Abrandcanhaveintellectualpropertyrights,offeringlegaltitletothebrandowner.（）

答案:legalprotectionforuniquefeaturesoraspectsofaproductBrandsoffer________toconsumers.Becauseofpastexperienceswiththeproductanditsmarketingprogramsovertheyears,consumerslearnaboutwhichbrandssatisfytheirneedsandwhichonesdonot.（）

答案:aspecialmeaningBrandsalsoprovidefirms_________.Abrandcanhaveintellectualpropertyrights,offeringlegaltitletothebrandowner.Thebrandnamecanbeprotectedthroughregisteredtrademarks;manufacturingprocessescanbeprotectedthroughpatents,andpackagingcanbeprotectedthroughcopyrightsanddesigns.（）

答案:legalprotectionforuniquefeaturesoraspectsofaproductBasedonthenumberofintermediaries,thethreestrategeisfordistributionare________.（）

答案:Exclusivedistribution；Selectivedistribution；IntensivedistributionB2Bsitesgivebuyerseasyaccesstoagreatdealofinformationfrom:（）

答案:SupplierWebsites；Infomediaries；Marketmakers；CustomercommunitiesApplicationfees,tuition,andfinesareallexamplesofprices.（）

答案:對(duì)Anapproachcalled________iswhenacompanyusesagroupofpeoplefromsales,marketing,engineering,finance,technicalsupport,andevenuppermanagementtoservicelarge,complexaccounts.（）

答案:teamsellingAnAmericancola-manufacturingcompanythatprimarilytargetsrebelliousandadventurouspeoplemostlikelyuses________segmentation.（）

答案:occasionAllofthefollowingaregoodexamplesofindependentvariablesEXCEPT________.（）

答案:salesAccordingtomanagementguruPeterDrucker,"Theaimofmarketingisto________.（）

答案:makesellingunnecessaryA(n)________isastructuredtechniquefordatacollectionthatconsistsofaseriesofquestions,writtenorverbal,whicharespondentanswers.（）

答案:questionnaireA(n)________isastraightreductioninpriceonpurchasesduringastatedperiodoftimeoroflargerquantities.（）

答案:discountA(n)________isastraightreductioninpriceonpurchasesduringastatedperiodoftimeoroflargerquantities.（）

答案:discountAstructuredquestionnaireisgiventoasampleofapopulationandisdesignedtoelicitspecificinformationfromrespondentswhenusingthesurveymethod.（）A.TRUEB.FALSE

答案:對(duì)Astructuredquestionnaireisgiventoasampleofapopulationandisdesignedtoelicitspecificinformationfromrespondentswhenusingthesurveymethod.（）

答案:對(duì)Asinglequestionthatattemptstocovertwoissuesiscalledadouble-barreledquestion.（）A.TRUEB.FALSE

答案:對(duì)Asinglequestionthatattemptstocovertwoissuesiscalledadouble-barreledquestion.（）

答案:對(duì)Asegmentislessattractiveifit________.（）

答案:alreadycontainsmanystrongandaggressivecompetitorsAquestionnaireisaninformalsetofquestionsforobtaininginformationfromrespondents.（）A.TRUEB.FALSE

答案:錯(cuò)Aquestionnaireisaninformalsetofquestionsforobtaininginformationfromrespondents.（）

答案:錯(cuò)Apublicrelationsfirmtailorsitsadvertisingandpromotionalservicesaccordingtotheneedsandpreferencesofspecificcustomers.Thisexemplifies________.（）

答案:individualmarketingAmessageshowingaproduct’squality,economy,value,orperformanceiscalleda________appeal.（）

答案:rationalAcostleadershipstrategyischaracterizedby:（）

答案:Providingthelowestcostforatypeofproductorservice.Acompanyimplementingadifferentiationstrategywouldlikely:（）

答案:Strivetomakeitsproductuniqueandattractivetocustomers.Achannelconsistsofaproducer,wholesaler(s),andretailer(s).Andallthischannelmembersactasaunifiedsystem.Whatmarketingsystemarethey?（）

答案:VerticalmarketingsystemAbuyer’sdecisionsareinfluencedby________suchasthebuyer’sageandlife-cyclestage,occupation,economicsituation,lifestyle,personality,andself-concept.（）

答案:personalcharacteristicsA________referstothewayaproductisdefinedbyconsumersonimportantattributes—theplacetheproductoccupiesinconsumersmindsrelativetocompetingproducts.（）

答案:productpositionA________isaname,term,sign,symbol,design,oracombinationofthese,thatidentifiesthemakerorsellerofaproductorservice.（）

答案:brandA________consistsofasetofbuyerswhosharecommonneedsorcharacteristicsthatthecompanydecidestoserve.（）

答案:targetmarket（）通常是對(duì)小樣本和不具代表性的樣本進(jìn)行的，研究結(jié)果不能推廣到研究中的目標(biāo)人群。

答案:定性研究（）當(dāng)研究問題試圖描述市場(chǎng)現(xiàn)象，識(shí)別關(guān)系或做出