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第一章 单元测试

1、单选题:
Which of the following statements about marketing is true?
选项:
A:It is more important for bigger organizations than smaller ones.
B:It is of little importance when products are standardized.
C:It can help create jobs in the economy by increasing demand for goods and services.
D:It is seldom used by nonprofit organizations.
E:It helps to build a loyal customer base but has no impact on a firm’s intangible assets.
答案: 【It can help create jobs in the economy by increasing demand for goods and services.

2、单选题:
________ management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
选项:
A:Marketing
B:Operations
C:Strategic
D:Knowledge
E:Distribution
答案: 【Marketing

3、单选题:
Identify the correct statement about marketing management.
选项:
A:It focuses mostly on monitoring the profitability of a company’s products and services.
B:It occurs when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties.
C:It is primarily concerned with the systematic gathering, recording, and analysis of data about issues related to marketing products and services.
D:It focuses solely on attaining an organization’s sales goals in an efficient manner.
E:It is defined as the field that deals with planning and managing a business at the highest level of corporate hierarchy.
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、单选题:
As economies advance, a growing proportion of the economy’s activities focuses on the production of ________.
选项:
A:events
B:products
C:luxury goods
D:experiences
E:services
答案: 【services

5、单选题:
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.
选项:
A:idea
B:property
C:event
D:place
E:service
答案: 【place

6、单选题:
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) ________.
选项:
A:good
B:event
C:experience
D:service
E:organization
答案: 【experience

7、单选题:
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.
选项:
A:demographic
B:service
C:business
D:need
E:geographic
答案: 【need

8、单选题:
Organizations catering to the ________ market need to price their offerings carefully because these markets usually have limited purchasing power.
选项:
A:business
B:global
C:consumer
D:exclusive
E:nonprofit
答案: 【nonprofit

9、判断题:
Services constitute the bulk of most countries’ production and marketing efforts.
选项:
A:对
B:错
答案: 【

10、判断题:
“Friends Don’t Let Friends Drive Drunk,” is an example of marketing information to an interested audience.
选项:
A:对
B:错
答案: 【

11、判断题:
Wants are the basic human requirements such as for air, food, water, clothing, and shelter.
选项:
A:错
B:对
答案: 【

12、判断题:
The emergence of earned media has allowed some companies to reduce paid media expenditures.
选项:
A:错
B:对
答案: 【

13、判断题:
We can think of marketing as the identification, creation, communication, delivery, and monitoring of customer value.
选项:
A:对
B:错
答案: 【

14、判断题:
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.
选项:
A:错
B:对
答案: 【

15、多选题:
What can be marketed?
选项:
A:information
B:events
C:service
D:organizations
答案: 【information;events;service;organizations

第二章 单元测试

1、单选题:
The task of any business is to ________.
选项:
A:deliver customer value at a profit
B:create customer needs
C:differentiate in terms of cost of production
D:reduce competition
E:communicate similar value as provided by competitors
答案: 【deliver customer value at a profit

2、单选题:
In the cycle of complete strategic planning, taking corrective action is a part of ________.
选项:
A:controlling
B:analyzing
C:implementation
D:organizing
E:planning
答案: 【controlling

3、单选题:
Of the four organizational levels, the corporate level is likely to make which of the following decisions?
选项:
A:strategic plan for individual business units
B:entering a new market
C:choosing specific suppliers for each business unit
D:resource allocation for each product
E:marketing plan for each product
答案: 【entering a new market

4、单选题:
The marketing plan, the central instrument for directing and coordinating the marketing effort of a company, operates at the ________ levels.
选项:
A:strategic and tactical
B:corporate and division
C:functional and operational
D:corporate and operational
E:customer and expenditure
答案: 【strategic and tactical

5、单选题:
The ________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities.
选项:
A:corporate mission
B:strategic marketing plan
C:corporate tactical plan
D:organizational plan
E:customer-value statement
答案: 【strategic marketing plan

6、单选题:
Juan Garcia plans the daily promotional releases about his company’s products and services. He can be described as a(n) ________ planner.
选项:
A:selective
B:tactical
C:operational
D:niche
E:strategic
答案: 【tactical

7、单选题:
Which of the following is an example of growth by diversification?
选项:
A:a company introducing its existing products in a new market
B:a company introducing a new product category in an existing market
C:a company integrates backward to cut costs
D:a company introducing new product category in a new market
E:a company increases its product line in an existing market
答案: 【a company introducing new product category in a new market

8、单选题:
Qantas, the Australian national airline carrier, introduces flights to the Middle East. This is an example of ________.
选项:
A:diversification
B:differentiation
C:market penetration
D:product development
E:market development
答案: 【market penetration

9、单选题:
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.
选项:
A:diversification
B:promotional
C:differentiation
D:focus
E:overall cost leadership
答案: 【differentiation

10、单选题:
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 ________.
选项:
A:promotional alliance
B:logistics alliance
C:network alliance
D:product alliance
E:pricing collaboration
答案: 【promotional alliance

11、判断题:
Internal analysis in SWOT involves analyzing the possible opportunities and threats that can come from the market.
选项:
A:错
B:对
答案: 【

12、判断题:
A firm that is always working to improve its product offerings such that consumer needs are addressed more efficiently is following a differentiation strategy.
选项:
A:错
B:对
答案: 【

13、判断题:
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.
选项:
A:对
B:错
答案: 【

14、多选题:
External Environment analysis is to analyse ( )
选项:
A:threats
B:strengths
C:opportunities
D:weaknesses
答案: 【threats;opportunities

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