Marketing知到智慧樹期末考試答案題庫2025年上海對外經貿大學銀行、信貸公司、保險公司和其他幫助為交易融資或為與商品和服務買賣相關的風險提供保險的企業被稱為（）。

答案:金融中介機構通過（）差異化，品牌可以在功能、性能或風格和設計上實現差異化。

答案:產品展示消費者組織、環保組織或少數群體對貴公司在當地問題上的立場提出了質疑。這是（）公眾的一個例子。

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

答案:亞文化欲望是由（）和個體個性塑造的人類需求。

答案:卡特魯爾根據營銷過程的五步模型，以下哪項是為客戶創造價值的第三步（）？

答案:構建提供卓越價值的整合營銷計劃根據管理大師彼得·德魯克（PeterDrucker）的說法，“營銷的目的是（）。

答案:使銷售變得不必要根據恩斯特·恩格爾的研究，隨著收入的增加，人們在食物上的花費比以前高出（）。

答案:下最準確的說法是，當客戶購買產品時，他們會根據（）來判斷價值和成本。

答案:感知價值探索性研究是（）。

答案:通常以非正式的方式進行，以產生見解。您的廣告公司目前正在研究目標市場的性別、教育、位置、年齡和職業。這個環境叫什么（）？

答案:人口統計您制造和銷售農藥和化肥。您文中提到的以下自然環境趨勢中哪一個值得關注（）？

答案:污染增加當我們喜歡的人或事參與負面新聞時，我們大多數人選擇為他們辯護，即使知道錯誤。這是因為（）。

答案:認知失調當客戶參與購買較低但感知到顯著的品牌差異時，他們很可能會參與（）。

答案:尋求多樣性的購買行為如果研究人員想知道學生的學習效果是否受到一天中的時間的影響，以下哪種研究設計最合適（）？

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

答案:地理區隔哪一類公眾是電視臺，刊登有關您所在地區的新聞、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:價值主張品牌對企業來說重要是什么？哪一個不包括（）？

答案:一種簡化處理或追蹤的識別手段品牌供應商（）。品牌可以擁有知識產權，為品牌所有者提供合法所有權。

答案:對產品獨特功能或方面的法律保護臺達汽車根據客戶的年齡、性別和收入銷售汽車。以下哪種類型的市場細分在這里很明顯（）？

答案:demographicsegmentation單選題________isanobservationalresearchstrategyinwhichhumanobserversrecordthephenomenonbeingobservedasitoccurs.（）

答案:Personalobservation關于自然環境，營銷人員感興趣的主要趨勢是（）。

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

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

答案:價值創造與交換人們傾向于僅僅因為他們熟悉事物而對事物產生偏好。這種趨勢的原因稱為（）。

答案:單純的暴露效應一個細分市場如果（）的吸引力較小。新進入者A.is難以進入

答案:已經包含許多強大而激進的競爭對手一個社會塑造其基本價值觀、觀念、偏好和行為的制度和其他力量是其（）環境。

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Secondarydataisdataoriginatedbytheresearcherforthespecificpurposeofaddressingtheresearchproblem.（）

答案:錯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Astructuredquestionnaireisgiventoasampleofapopulationandisdesignedtoelicitspecificinformationfromrespondentswhenusingthesurveymethod.（）

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

答案:對Asinglequestionthatattemptstocovertwoissuesiscalledadouble-barreledquestion.（）

答案:對Asegmentislessattractiveifit________.（）

答案:alreadycontainsmanystrongandaggressivecompetitorsAquestionnaireisaninformalsetofquestionsforobtaininginformationfromrespondents.（）A.TRUEB.FALSE

答案:錯Aquestionnaireisaninformalsetofquestionsforobtaininginformationfromrespondents.（）

答案:錯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（）通常是對小樣本和不具代表性的樣本進行的，研究結果不能推廣到研究中的目標人群。

答案:定性研究（）當研究問題試圖描述市場現象，識別關系或做出