解密市場營銷（雙語）-知到答案、智慧樹答案第一章單元測試1、問題：Whichofthefollowingstatementsarecorrect?選項：A:Ethicsdependonsocial,culturalandindividualfactors.B:Ethicsareasetofrules.C:Ethicsaresubjectiveandimprecise.D:Ethicsareasetofmoralprinciplesthatguideattitudesandbehaviour.答案:【Ethicsdependonsocial,culturalandindividualfactors.;Ethicsaresubjectiveandimprecise.;Ethicsareasetofmoralprinciplesthatguideattitudesandbehaviour.】2、問題：Whichofthefollowingwouldbeconsideredapartnerintheformaldefinitionofmarketing?選項：A:CustomersB:Retailerswhosellanorganisation'sproductsC:Anorganisation'ssupplierofrawmaterialsD:Anadvertisingagencywhowritesthecopyforanorganisation'stelevisioncommercial答案:【Retailerswhosellanorganisation'sproducts;Anorganisation'ssupplierofrawmaterials;Anadvertisingagencywhowritesthecopyforanorganisation'stelevisioncommercial】3、問題：Stakeholdersofanorganisationcouldinclude:______.選項：A:employeesB:customersC:shareholdersD:owners答案:【employees;customers;shareholders;owners】4、問題：Whichofthefollowingsareaboutmarketingethicsissue?選項：A:Advertisingjunkfoodonchildren'stelevisionB:IncreasingthepriceofaproductduetoincreasedcustomerdemandandlimitedavailabilityC:AsalespersonexaggeratingthebenefitsofaproducttopersuadeacustomertopurchaseitD:Failingtoinformconsumersofknownpotentialrisksofusingaproduct答案:【Advertisingjunkfoodonchildren'stelevision;Asalespersonexaggeratingthebenefitsofaproducttopersuadeacustomertopurchaseit;Failingtoinformconsumersofknownpotentialrisksofusingaproduct】5、問題：Whichofthefollowingsarepotentialbenefitsofanorganisationactinginasociallyresponsiblemanner?選項：A:Itcanattractfutureemployees.B:GoodpublicityC:ThegenerationofgoodwillD:Itcanencourageconsumerstosupporttheorganisation.答案:【Itcanattractfutureemployees.;Goodpublicity;Thegenerationofgoodwill;Itcanencourageconsumerstosupporttheorganisation.】6、問題：Aproductcanbe______.選項：A:apersonB:agoodC:anideaD:aservice答案:【aperson;agood;anidea;aservice】7、問題：Abrandcanbe______.選項：A:thebundleofattributesofaproductB:aname,logo,sloganordesignthatdifferentiatesaproductC:anythingofferedtoamarketD:acollectionofsymbolsintendedtocreateanimageinacustomer'smind答案:【aname,logo,sloganordesignthatdifferentiatesaproduct;acollectionofsymbolsintendedtocreateanimageinacustomer'smind】8、問題：Inmarketing,whichofthefollowingstatementsaboutpromotionarecorrect?選項：A:Itcanbeusedtoinformorpersuadecustomers.B:Itissimplyanothernameforadvertising.C:Itcanbeusedtoremindcustomersaboutaproduct.D:Itcanbeusedtocreateawareness.答案:【Itcanbeusedtoinformorpersuadecustomers.;Itcanbeusedtoremindcustomersaboutaproduct.;Itcanbeusedtocreateawareness.】9、問題：Whichofthefollowingaremarketingactivities?選項：A:AccountingB:PersonalsellingC:PublicrelationsD:Research&Development答案:【Personalselling;Publicrelations】10、問題：Thetraditional4Psframeworkincludes______.選項：A:placeB:partnersC:peopleD:product答案:【place;product】第二章單元測試1、問題：Anorganisationthatoutsourcesfunctionsthatcanbedonemoreefficientlybyspecialistexternalprovidersisshiftingthosefunctionsfrom_________.選項：A:itsinternalenvironmenttoitsmicro-environmentB:itsmicro-environmenttoitsmacro-environmentC:itsinternalenvironmenttoitsexternalenvironmentD:itsinternalenvironmenttoitsmacro-environment答案:【itsinternalenvironmenttoitsmicro-environment;itsinternalenvironmenttoitsexternalenvironment】2、問題：AmoviestudiolobbyinggovernmentstointroduceharsherpenaltiesforthemasscopyingofpiratedDVDsisanexampleofanorganisationattemptingtoinfluenceits_________.選項：A:targetmarketB:internalenvironmentC:externalenvironmentD:marketingenvironment答案:【externalenvironment;marketingenvironment】3、問題：Whichofthefollowingsarepartofanorganisation'smacro-environment?選項：A:SocioculturalforcesB:PoliticalforcesC:CompetitiveforcesD:Technologicalforces答案:【Socioculturalforces;Politicalforces;Technologicalforces】4、問題：Whichofthefollowingsareexamplesofaneconomicmacro-environmentalforce?選項：A:ThelevelofconsumerspendingdecreasingB:AriseininterestratesC:AfallindemandforcommoditiessuchascoalandironoreduetotheglobalfinancialcrisisD:TheAustraliandollarrisinginvalue答案:【Thelevelofconsumerspendingdecreasing;Ariseininterestrates;Afallindemandforcommoditiessuchascoalandironoreduetotheglobalfinancialcrisis;TheAustraliandollarrisinginvalue】5、問題：Therisinguseofsocialnetworkingsitescouldbeattributedto_________.選項：A:legalforcesB:economicforcesC:technologicalforcesD:socioculturalforces答案:【technologicalforces;socioculturalforces】6、問題：Factorsthosearebeyondtheorganisation'sdirectcontrol,thoughtheorganisationmaybeabletohavesomeinfluenceoverthem,are_________.選項：A:weaknessesB:strengthsC:threatsD:opportunities答案:【threats;opportunities】7、問題：Whichofthefollowingsaredemographiccharacteristics?選項：A:AgeB:EthnicityC:GenderD:Maritalstatus答案:【Age;Ethnicity;Gender;Maritalstatus】8、問題：Themacro-environmentencompasses_________.選項：A:marketingplanningB:localandstategeographiclevelsC:thefactorsoutsideoftheindustrythatinfluencethesurvivaloftheorganisationD:countryandregionalgeographiclevels答案:【localandstategeographiclevels;thefactorsoutsideoftheindustrythatinfluencethesurvivaloftheorganisation;countryandregionalgeographiclevels】9、問題：Keyenvironmentalfactorsthatmarketersneedtoconsiderwhenanalysingthemarketingenvironmentincludepolitical,economic,sociocultural,_________forces.選項：A:technologicalB:environmentalC:legalD:cultural答案:【technological;environmental;legal】10、問題：SWOTincludes_________.選項：A:strengthsandthreatsB:weaknessesandopportunitiesC:situationandthreatsD:weaknessandopposition答案:【strengthsandthreats;weaknessesandopportunities】第三章單元測試1、問題：Thebroadinfluencesonconsumerbehaviourcanbecategorisedas_________.選項：A:groupB:psychologicalC:situationalD:individual答案:【group;situational;individual】2、問題：Whichofthefollowingwoulddescribeanopinionleaderfromamarketingperspective?選項：A:ApersonofhighstandinginthecommunityB:MediacommentatorswhohavealargeaudienceC:AreferencegroupmemberwhoprovidesrelevantandinfluentialadviceD:Yourone-month-oldbabysister答案:【Apersonofhighstandinginthecommunity;Mediacommentatorswhohavealargeaudience;Areferencegroupmemberwhoprovidesrelevantandinfluentialadvice】3、問題：Whichofthefollowingpurchasesituationswouldlikelybedescribedashighinvolvementintermsofconsumerdecision-making?選項：A:ThepurchaseofmoreexpensiveproductsB:WeeklysupermarketshoppingC:InfrequentlypurchaseD:Thepurchaseoffamiliarproducts答案:【Thepurchaseofmoreexpensiveproducts;Infrequentlypurchase】4、問題：Howcanamarketerattempttoreducethelikelihoodofapurchaseroftheirproductexperiencingcognitivedissonance?選項：A:ByincreasingthepriceoftheirproductB:Byensuringthattheirproducts,whenused,willmeetconsumerexpectationsC:Byofferingbonusesorrebatestoberedeemedsometimeafterpurchase,togivethepurchaseradditionalvalueD:Itisnotpossibleforamarketertoinfluencethepotentialcognitivedissonanceofaconsumer.答案:【Byensuringthattheirproducts,whenused,willmeetconsumerexpectations;Byofferingbonusesorrebatestoberedeemedsometimeafterpurchase,togivethepurchaseradditionalvalue】5、問題：WhichcountriesbelowwouldscorelowerthanAustraliaorNewZealandonHofstede's'individualism'dimensionofculture?選項：A:JapanB:IndiaC:UnitedStatesD:China答案:【Japan;India;China】6、問題：Whichofthefollowingstatementsregardingsubculturesarecorrect?選項：A:Ahip-popculturewouldbeanexampleofasubculture.B:Subculturesareimportanttomarketerswhentheirshoppingandpurchasingbehaviourissignificantlydifferentfromthereminderofpopulation.C:Asubcultureisagroupcomprisingindividualsofsimilarrankwithinasocialhierarchy.D:Asubcultureisagroupofindividualswhosharecommonattitudes,valuesandbehavioursthatdistinguishthemfromthebroaderculture.答案:【Ahip-popculturewouldbeanexampleofasubculture.;Subculturesareimportanttomarketerswhentheirshoppingandpurchasingbehaviourissignificantlydifferentfromthereminderofpopulation.;Asubcultureisagroupofindividualswhosharecommonattitudes,valuesandbehavioursthatdistinguishthemfromthebroaderculture.】7、問題：Whichofthefollowingcouldbeareferencegroupforanindividual?選項：A:TheiridolsB:AworkorprofessionalgroupC:TheirpetsD:Theirfamily答案:【Theiridols;Aworkorprofessionalgroup;Theirfamily】8、問題：Demographiccharacteristicsinclude_________.選項：A:raceandreligiousbelief.B:lifestyleandpersonality.C:educationlevelandgender.D:ageandincome.答案:【raceandreligiousbelief.;educationlevelandgender.;ageandincome.】9、問題：AccordingtoMaslow'stheory,whichofthefollowingneedswouldanindividualattempttosatisfybeforetheothers?選項：A:HungerB:ThirstC:SafetyD:Financial答案:【Hunger;Thirst】10、問題：Whichofthefollowingstatementsarecorrect?選項：A:Perceptionisobjective.B:Perceptioncanbeselective.C:Perceptionissubjective.D:Perceptioncanbeparticulartoanindividual.答案:【Perceptioncanbeselective.;Perceptionissubjective.;Perceptioncanbeparticulartoanindividual.】第四章單元測試1、問題：Juicybuyssugarfromalocalfactoryandsellslolliestodepartmentstoresandsupermarkets.Whichmarketsdothesetransactionstakeplacein?選項：A:ResellermarketsB:WholesalemarketsC:ProducermarketsD:Retailmarkets答案:【Resellermarkets;Producermarkets】2、問題：Institutionalmarketsaredistinguishedfromotherbusinessmarketsby_________.選項：A:theirnon-publicnature.B:thenot-for-profitnatureoftheiractivities.C:thefacttheydonotsellservices.D:thefacttheydonotsellgoods.答案:【theirnon-publicnature.;thenot-for-profitnatureoftheiractivities.】3、問題：High-valuepurchasesarerelativelycommoninwhichbusinessmarkets?選項：A:ConsumerandresellerB:ProducerandinstitutionalC:OnlineandconsumerD:Resellerandgovernment答案:【Producerandinstitutional;Resellerandgovernment】4、問題：Whichofthefollowingstatementsaboutbusiness-to-businesstransactionsingeneralarelikelytobecorrect?選項：A:Therelationshipsbetweenbuyersandsellerstendtobeshortterm.B:Theycanbeforhighvolumeandhighvaluepurchases.C:Priceandotherconditionsofsalecanbeopentonegotiation.D:Theycaninvolveregularrepeatpurchases.答案:【Theycanbeforhighvolumeandhighvaluepurchases.;Priceandotherconditionsofsalecanbeopentonegotiation.;Theycaninvolveregularrepeatpurchases.】5、問題：Guitarsusuallyhaveebonyorrosewoodfretboards.Thedemandforebonyandrosewoodvarieswiththedemandforguitars.Thisisanexampleof_________.選項：A:elasticdemandB:consumerdemandC:deriveddemandD:jointdemand答案:【deriveddemand;jointdemand】6、問題：CompanyAbuysglueforuseinmanufacturingitsproductsfromcompaniesB,CandD.WhichofthefollowingareunlikelytodecreasetheamountofgluethatCompanyAdemands?選項：A:CompanyEbeginsbuyinggluefromcompaniesB,CandD.B:CompanyDstopsproducingglue.C:CompanyBbeginssellinggluetoconsumers.D:CompanyCincreasesitsglueprices.答案:【CompanyEbeginsbuyinggluefromcompaniesB,CandD.;CompanyDstopsproducingglue.;CompanyBbeginssellinggluetoconsumers.;CompanyCincreasesitsglueprices.】7、問題：Whichofthefollowingsarecorrect?選項：A:Businesspurchasingdecisionsofteninvolvedevelopmentofaformalproductrequirementspecification.B:Manybusinessesusemultiplesupplierssotheyarenotoverlyreliantonanyoneotherbusiness.C:Newtaskpurchasesarelikelytoinvolveextensiveevaluationofoptions.D:Buyershavethefinalauthoritytomakebusinesspurchasingdecisions.答案:【Businesspurchasingdecisionsofteninvolvedevelopmentofaformalproductrequirementspecification.;Manybusinessesusemultiplesupplierssotheyarenotoverlyreliantonanyoneotherbusiness.;Newtaskpurchasesarelikelytoinvolveextensiveevaluationofoptions.】8、問題：Inwhichofthefollowingbusinessmarketsarehigh-volumepurchaseslikelytobeacharacteristic?選項：A:InstitutionalmarketB:ConsumermarketC:GovernmentmarketD:Resellermarket答案:【Institutionalmarket;Governmentmarket;Resellermarket】9、問題：Whichofthefollowingstatementsarecorrect?選項：A:Whileindustrydemandtendstobeinelastic,demandforthebusinessproductsofanyparticularcompanycanbeelastic.B:Demandforcomponentsinbusinessmarketsmostlytendstobepriceinelastic.C:Equipmentsupplierscantakeadvantageofjointdemandbyofferingongoingsupplyofmaintenanceandconsumables.D:Ajust-in-timeapproachtotakingdeliveryofcomponentsreducesinventorycosts,butincreasestheriskthattheproductionprocesswillbebroughttoahaltbytheshortageofanycomponent.答案:【Whileindustrydemandtendstobeinelastic,demandforthebusinessproductsofanyparticularcompanycanbeelastic.;Demandforcomponentsinbusinessmarketsmostlytendstobepriceinelastic.;Equipmentsupplierscantakeadvantageofjointdemandbyofferingongoingsupplyofmaintenanceandconsumables.;Ajust-in-timeapproachtotakingdeliveryofcomponentsreducesinventorycosts,butincreasestheriskthattheproductionprocesswillbebroughttoahaltbytheshortageofanycomponent.】10、問題：Whichstepsofthebusinessdecision-makingprocessmaybeomittedforthestraightrebuy?選項：A:Post-purchaseevaluationB:Problem/needrecognitionC:InformationsearchD:Evaluationofoptions答案:【Informationsearch;Evaluationofoptions】第五章單元測試1、問題：Whichofthefollowingstatementsarecorrect?選項：A:Psychographicsegmentationvariablesincludeconsumerpersonalityattributes.B:Psychographicsegmentationvariablesincludeconsumer'sbenefitexpectationsofaproduct.C:Psychographicsegmentationvariablesincludeconsumerlifestyles.D:Psychographicsegmentationvariablesincludeconsumerbrandloyalty.答案:【Psychographicsegmentationvariablesincludeconsumerpersonalityattributes.;Psychographicsegmentationvariablesincludeconsumerlifestyles.】2、問題：Whichofthefollowingwouldbeadvantagesofacustomisedmarketingstrategy?選項：A:CustomerloyaltyB:BuildingcloserelationshipswithacustomerC:Positiveword-of-mouthcustomerreferralsD:Potentialrepeatpurchasesfromthecustomer答案:【Customerloyalty;Buildingcloserelationshipswithacustomer;Positiveword-of-mouthcustomerreferrals;Potentialrepeatpurchasesfromthecustomer】3、問題：Whichofthefollowingcaninfluencethemarketpositionofanorganisation,itsproducts,oritsbrandsinthemindsoftargetconsumers?選項：A:Thecustomer'sexperienceoftheorganisation,product,orbrandB:Thepriceoftheorganisation'sproductC:AdvertisingandotherpromotionaleffortsD:Thefeaturesoftheorganisation'sproduct答案:【Thecustomer'sexperienceoftheorganisation,product,orbrand;Thepriceoftheorganisation'sproduct;Advertisingandotherpromotionalefforts;Thefeaturesoftheorganisation'sproduct】4、問題：Whichofthefollowingwouldbeconsiderationsforanorganisationinevaluatingmarketsegmentsanddecidingwhichtotarget?選項：A:TheabilityoftheorganisationtosatisfytheneedsandexpectationsofdifferentmarketsegmentsB:ThepotentialsalesvolumeandrevenuesofdifferentmarketsegmentsC:ThecosttotheorganisationoftargetingthatmarketsegmentD:Anunderstandingand/oranalysisofcompetitorsandhowtheirofferingsareseenbypotentialtargetmarketsegments答案:【Theabilityoftheorganisationtosatisfytheneedsandexpectationsofdifferentmarketsegments;Thepotentialsalesvolumeandrevenuesofdifferentmarketsegments;Thecosttotheorganisationoftargetingthatmarketsegment;Anunderstandingand/oranalysisofcompetitorsandhowtheirofferingsareseenbypotentialtargetmarketsegments】第六章單元測試1、問題：Whichofthefollowingstatementsarecorrect?選項：A:Privatelabelbrandsarebecomingmorecommon.B:Manufacturerbrandsarethemostcommontypeofbrand.C:Manufacturerbrandsareownedbyproducersandclearlyidentifiedatthepointofsale.D:Privatelabelbrandsareownedbyresellers(suchaswholesalersandretailers).答案:【Privatelabelbrandsarebecomingmorecommon.;Manufacturerbrandsarethemostcommontypeofbrand.;Manufacturerbrandsareownedbyproducersandclearlyidentifiedatthepointofsale.;Privatelabelbrandsareownedbyresellers(suchaswholesalersandretailers).】2、問題：Forwhichofthefollowingproductsisaconsumerlikelytopurchasewithlittleornoengagementinthedecision-makingprocess?選項：A:ConvenienceB:SpecialtyC:UnsoughtD:Shopping答案:【Convenience;Unsought】3、問題：Convenienceproductsinclude_________.選項：A:impulseproductsB:emergencyproductsC:business-to-businessproductsD:stapleproducts答案:【impulseproducts;emergencyproducts;stapleproducts】4、問題：Business-to-businessproductsinclude_________.選項：A:servicesandsuppliesB:partsandmaterialsC:equipmentD:stapleproducts答案:【servicesandsupplies;partsandmaterials;equipment】5、問題：Abrand_________.選項：A:isacollectionofsymbolsB:isasloganC:isanameD:isadesign答案:【isacollectionofsymbols;isaslogan;isaname;isadesign】6、問題：Whichofthefollowingstatementsareincorrect?選項：A:Brandequityisdeterminedbytheorganisationratherthantheconsumer.B:Acustomer'sbrandloyalty,onceestablished,willneverchange.C:Brandequityistheaddedvaluethatabrandgivesaproduct.D:Atrademarklegallyregistersabrandnameorbrandmarkinorderthatanorganisationmayexclusivelyuseitinthemarket.答案:【Brandequityisdeterminedbytheorganisationratherthantheconsumer.;Acustomer'sbrandloyalty,onceestablished,willneverchange.】第七章單元測試1、問題：Whichofthefollowingfactorswouldbelikelytoinfluenceanorganisation'spricingdecisionforitsproducts?選項：A:RequiredprofitabilityB:Competitors'pricesC:Customers'willingnesstopayD:Production,communicationanddistributioncosts答案:【Requiredprofitability;Competitors'prices;Customers'willingnesstopay;Production,communicationanddistributioncosts】2、問題：Whichofthefollowingstatementsarecorrect?選項：A:Anorganisationwithhighfixedcostsandlowvariablecostscouldleastaffordtoengageinpricecompetition.B:Pricecompetitionisundesirableforasellerunlessithasacostadvantageovercompetitors.C:Anorganisationchoosingtocompeteonaspectsotherthanpricehasgreaterpowertodecideontheprofitmarginperunitsoldforitsproducts.D:Anorganisationwithlowfixedcostsandhighvariablecostscouldleastaffordtoengageinpricecompetition.答案:【Pricecompetitionisundesirableforasellerunlessithasacostadvantageovercompetitors.;Anorganisationchoosingtocompeteonaspectsotherthanpricehasgreaterpowertodecideontheprofitmarginperunitsoldforitsproducts.;Anorganisationwithlowfixedcostsandhighvariablecostscouldleastaffordtoengageinpricecompetition.】3、問題：Whichofthefollowingstatementsarelikelytobeincorrect?選項：A:Lowpricesareconsistentwithahighqualitypositioningapproach.B:High-price,high-marginspecialtybrandsareusuallysoldthroughintensive,conveniencedistribution.C:Low-priced,high-volumeproductsareusuallysoldthroughselectiveretaildistribution.D:Pricesarelesslikelytobeintheadvertisement.答案:【Lowpricesareconsistentwithahighqualitypositioningapproach.;High-price,high-marginspecialtybrandsareusuallysoldthroughintensive,conveniencedistribution.;Low-priced,high-volumeproductsareusuallysoldthroughselectiveretaildistribution.】4、問題：WhichofthefollowingassumptionswouldsupportMcDonald'sdecisiontochargehigherpricesattheirrestaurantsthatarelocatedinlowerincomesuburbs?選項：A:Thatdemandfortheirproductinlowincomeareasispriceelastic.B:Thatdemandfortheirproductinlowincomeareasispriceinelastic.C:McDonald'sbelievesindemand-basedpricing.D:McDonald'sdoesn'tbelieveindemand-basedpricing.答案:【Thatdemandfortheirproductinlowincomeareasispriceinelastic.;McDonald'sbelievesindemand-basedpricing.】5、問題：Whichofthefollowingwouldlikelybeflexiblecostforanorganisation?選項：A:RawmaterialsB:OfficerentC:PackagingD:Salescommissions答案:【Rawmaterials;Packaging;Salescommissions】6、問題：Whichofthefollowingwouldbeclassifiedas'non-price'competition?選項：A:ConvenienceB:BrandimageC:CustomerserviceD:Productquality答案:【Convenience;Brandimage;Customerservice;Productquality】7、問題：Aboutthecost-pluspricing,whichofthefollowingstatementarecorrect?選項：A:Itisoftenthecaseforlarge,complexprojectssuchasroadsandcommercialbuildingconstruction.B:Theselleraddstheirrequiredprofitmarginasadollaramountorpercentagetothecostsoncetheprojectiscomplete.C:Itisoftenusedwhenitiseasytodeterminethecostsoftheproduct.D:Theadvantageforthebuyeristhattheycanbeassuredofthefinalpricetheywillpay.答案:【Itisoftenthecaseforlarge,complexprojectssuchasroadsandcommercialbuildingconstruction.;Theselleraddstheirrequiredprofitmarginasadollaramountorpercentagetothecostsoncetheprojectiscomplete.】第八章單元測試1、問題：Whichofthefollowingstatementsarecorrect?選項：A:Inreturnforfinancialorothersupport,asponsorwillusuallyhavetherighttodisplayorassociatetheirbrandname,logo,oradvertisingwithaneventorperson.B:Asponsormustlegallyensurethataneventorpersontheyaresponsoringhassomeformofrelationshipwiththeirproductsoractivities.C:Sponsorshipisapublicrelationstool.D:Consumersarebeginningtopaylessattentiontocorporatesponsorships.答案:【Inreturnforfinancialorothersupport,asponsorwillusuallyhavetherighttodisplayorassociatetheirbrandname,logo,oradvertisingwithaneventorperson.;Sponsorshipisapublicrelationstool.;Consumersarebeginningtopaylessattentiontocorporatesponsorships.】2、問題：Whichofthefollowingaredisadvantagesofpersonalsellingoverotherpromotionalactivities?選項：A:Personalsellingisrelativelyexpensive.B:Themarketingmessagecanbetailoredtosuitthepotentialbuyer'sneeds.C:Personalsellinghasamorelimitedreach.D:Personalsellingistime-consuming.答案:【Themarketingmessagecanbetailoredtosuitthepotentialbuyer'sneeds.;Personalsellinghasamorelimitedreach.;Personalsellingistime-consuming.】3、問題：Apublicrelationscampaigncouldpotentiallybeusedbyanorganisationforwhichofthefollowingreasons?選項：A:AspartofcrisismanagementB:TocounternegativepublicityC:TobuildandsustaingoodrelationshipswithstakeholdersD:Togeneratepositivepublicityandgoodwill答案:【Aspartofcrisismanagement;Tocounternegativepublicity;Tobuildandsustaingoodrelationshipswithstakeholders;Togeneratepositivepublicityandgoodwill】4、問題：Whichofthefollowingstatementsarecorrect?選項：A:Advertisinginnewspapercanbeeffectiveinreachingnichetargetmarkets.B:Advertisinginmagazinescanbeeffectiveinreachingnichetargetmarkets.C:Advertisingviatelevisioncanbeeffectiveintargetingageographicallyconcentratedaudience.D:Theoveralleffectivenessofadvertisingcanbedifficulttomeasure.答案:【Advertisinginnewspapercanbeeffectiveinreachingnichetargetmarkets.;Advertisinginmagazinescanbeeffectiveinreachingnichetargetmarkets.;Advertisingviatelevisioncanbeeffectiveintargetingageographicallyconcentratedaudience.】5、問題：Apublicrelationsprofessionalwouldlikelyengageinwhichofthefollowingactivities?選項：A:LobbyingB:EventpromotionC:MedialiaisonD:Productpricing答案:【Lobbying;Eventpromotion;Medialiaison】6、問題：Whichofthefollowingstatementsarecorrectinrelationtopost-purchasedissonance?選項：A:Aconsumerfeelingtheyhavepurchasedwhattheyexpectedafterashoppingtripisanexampleofpost-purchasedissonance.B:Aconsumerfeelingtheyhavepurchasedtoomuchafterashoppingtripisanexampleofpost-purchasedissonance.C:Asalespersonwhofollowsupwithacustomeraftertheyhavemadeapurchasemaybeabletoreducethatcustomer'spost-purchasedissonance.D:Aconsumerhavingsecondthoughtsaboutthewisdomofaproductpurchaseisanexampleofpost-purchasedissonance.答案:【Aconsumerfeelingtheyhavepurchasedtoomuchafterashoppingtripisanexampleofpost-purchasedissonance.;Asalespersonwhofollowsupwithacustomeraftertheyhavemadeapurchasemaybeabletoreducethatcustomer'spost-purchasedissonance.;Aconsumerhavingsecondthoughtsaboutthewisdomofaproductpurchaseisanexampleofpost-purchasedissonance.】第九章單元測試1、問題：Intermediariesinadistributionchannelcaninclude_________.選項：A:industrialdistributorsB:retailersC:customersD:wholesalers答案:【industrialdistributors;retailers;wholesalers】2、問題：BestWesternallowspeopletobookamotelroombycontactingthem,.Whichofthefollowingoptionsbestdescribesthisdistributionmodel?選項：A:IndirectB:selectivelyC:ExclusiveD:Direct答案:【Indirect;selectively;Direct】3、問題：Whichofthefollowingdistributionchannelsarecorrect?選項：A:Producer,retailer,wholesaler,consumerB:Producer,wholesaler,retailer,consumerC:Producer,consumerD:Producer,agent/broker,consumer答案:【Producer,wholesaler,retailer,consumer;Producer,consumer;Producer,agent/broker,consumer】4、問題：Whichofthefollowingwouldberelevantconsiderationsforthelocationofaretailstore?選項：A:Proximitytocomplementaryretailers.B:Proximitytocompetitors.C:Whetherthegeographicareacontainsasignificantproportionoftheirtargetmarketdemographic.D:Customeraccesstopublictransportandpublicparkingavailableinapotentialarea.答案:【Proximitytocomplementaryretailers.;Proximitytocompetitors.;Whetherthegeographicareacontainsasignificantproportionoftheirtargetmarketdemographic.;Customeraccesstopublictransportandpublicparkingavailableinapotentialarea.】5、問題：Abenefitthatretailersofferinthedistributionchannelisexchangeefficiency.Thismeansthat_________.選項：A:thenumberofpartiesthatproducersandwholesalersmustdealwithisreducedB:thenumberofsellersthatconsumersmustdealwithisreducedC:thenumberofpartiesthatproducersandwholesalersmustdealwithisincreasedD:thenumberofsellersthatconsumersmustdealwithisincreased答案:【thenumberofpartiesthatproducersandwholesalersmustdealwithisreduced;thenumberofsellersthatconsumersmustdealwithisreduced】6、問題：Discountstoresarecharacterisedby_________.選項：A:highlevelsofcustomerserviceB:self-serviceC:highturnoverD:lowmargins答案:【self-service;highturnover;lowmargins】7、問題：Whichofthefollowingsareformsofdirectmarketing?選項：A:CataloguemarketingB:TelemarketingC:Door-to-doorsellingD:Automaticvendingmachines答案:【Cataloguemarketing;Door-to-doorselling;Automaticvendingmachines】8、問題：Whichofthefollowingstatementsarecorrect?選項：A:Wholesalersgenerallyadvertiseinthemassmedia.B:Wholesalerstendtodealwithlargevolumesofproductsintheirtransactions.C:Wholesalingdoesnotincludetransactionswithendconsumers.D:Wholesalersdealwithbusinessesinthedistributionchannel.答案:【Wholesalerstendtodealwithlargevolumesofproductsintheirtransactions.;Wholesalingdoesnotincludetransactionswithendconsumers.;Wholesalersdealwithbusinessesinthedistributionchannel.】9、問題：Whichofthefollowingsarepotentialbenefitsprovidedbywholesalers?選項：A:Awholesalercanhavebulkbuyingpowerwithmanufacturersandareabletopassonsavingstoretailers.B:Awholesalercanreduceriskwhenconductingtransactions.C:Awholesalercanpromoteandsellamanufacturer'sproductstoretailers.D:Awholesalercanholdandmanageamanufacturer'sinventory.答案:【Awholesalercanhavebulkbuyingpowerwithmanufacturersandareabletopassonsavingstoretailers.;Awholesalercanpromoteandsellamanufacturer'sproductstoretailers.;Awholesalercanholdandmanag