市場(chǎng)營(yíng)銷學(xué)（雙語(yǔ)）學(xué)習(xí)通超星期末考試答案章節(jié)答案2024年

市場(chǎng)營(yíng)銷學(xué)（雙語(yǔ)）學(xué)習(xí)通超星期末考試章節(jié)答案2024年JimisplanningonbuyinganexpensiveHDTVandherealizesthattherearefewdifferencesbetweenbrands.Jimisdisplayingcomplexbuyingbehavior.

答案:錯(cuò)AccordingtoMaslow'shierarchyofneedstheory,whenthemostimportantneedissatisfied,itwillceasetobeamotivator,andthepersonwillthentrytosatisfythenextmostimportantneed.

答案:對(duì)Aperson'soccupationhasnoeffectonthegoodsandservicesthatshebuys.

答案:錯(cuò)Childrenexertlittleinfluenceonfamilybuyingdecisions.

答案:錯(cuò)Onlinesocialnetworksrepresentanimportantavenuetocreatebuzzformarketers.

答案:對(duì)Whenacompanyhireslobbyiststoinfluencelegislationaffectingitsindustry,itistakingadefensivestancetowardthemarketingenvironment.

答案:錯(cuò)CompaniesinseveralindustrieshaverecognizedthebuyingpoweroftheLGBTsegmentoftheU.S.populationandhavebegunexplicitlytargetingtheseconsumerswithgay-specificadsandmarketingefforts.

答案:對(duì)Thedemographicenvironmentisofmajorinteresttomarketersbecauseitinvolvespeople,andpeoplemakeupmarkets.

答案:對(duì)TrudieJonesworksforadistributionchannelfirmthathelpsseveralelectronicscompaniesfindcustomersormakesalestothem.Trudieworksforareseller.

答案:對(duì)Theaimoftheentirevaluedeliverynetworkistoservetargetcustomersandcreatestrongrelationshipswiththem.

答案:對(duì)Marketingsuccessrequiresbuildingrelationshipswithothercompanydepartments,suppliers,marketingintermediaries,competitors,variouspublics,andcustomers,whichcombinetomakeupthecompany'svaluedeliverynetwork.

答案:對(duì)Themarketingmixreferstothesetofmarketingtoolsthefirmusestoimplementitsmarketingstrategy.

答案:對(duì)Humanneedsareshapedbycultureandindividualpersonality.

答案:錯(cuò)Marketingismanagingprofitablecustomerrelationships.

答案:對(duì)Thestartingpointofunderstandinghowconsumersrespondtovariousmarketingeffortsiscalledthestimulus-responsemodelofbuyerbehavior.

答案:對(duì)Themicro-environmentconsistsoflargersocietalforcesthataffectacompany,suchasdemographic,economic,political,andculturalforces.

答案:錯(cuò)AninvitationtogoskiingovertheweekendforcedDonnatolookathercurrentwardrobe.Sherealizedthatsherequiredawarmercoat.WhichofthefollowingstagesofthebuyerdecisionprocessdoesDonnaexemplify?

答案:needrecognitionCarrietendstopurchasevariousbrandsofbathsoap.Shehasneverbeenloyaltoaspecificbrandinsteadshedoesalotofbrandswitching.Carrieexhibits________.

答案:variety-seekingbuyingbehaviorForthepasttenyears,BillandMargarethavesavedmoneytogototheSuperBowlshouldtheirteam,theChicagoBears,reachthefinalsoftheNFCchampionship.Thisistheyear,andseveraltourcompaniesofferattractive,butverysimilar,packagestothegame.Sinceallpackagesareprettymuchthesame,theyhavechosenonethatfitstheirbudget.BillandMargaretaremostlikelyexhibiting________.

答案:dissonance-reducingbuyingbehaviorMaslow'stheoryisthat________canbearrangedinahierarchy.

答案:humanneedsHarley-Davidsonpromotesitsmotorcycleswithimagesofindependence,freedom,andpower.Harley-Davidsonhascreateda________.

答案:brandpersonalityManymarketersusetheself-conceptpremisethatpeople'spossessionscontributetoandreflecttheiridentities-thatis,"wearewhatweconsume."Accordingtothispremise,consumers________.

答案:buyproductstosupporttheirself-imageAbuyer'sdecisionsareinfluencedby________suchasthebuyer'sageandlife-cyclestage,occupation,economicsituation,lifestyle,personality,andself-concept.

答案:personalcharacteristicsRachellovesfashionandisalwaysseenwearingthetrendiestfashionoutfits.Sheactivelysharesherknowledgewithawidegroupoffriendsandcolleaguesaboutwheretoshopforthelatestfashionatgreatdeals.Mostofherfriendsandcolleaguesfollowherfashiontips.Rachelportraystheimageofa(n)________.

答案:opinionleaderAshoemanufacturingcompanyusesadsfeaturingthemembersofacountrymusicbandwiththehopethattheband'sfanswillseethemwearingthecompany'sshoesandhencepurchasethesamebrandofshoes.Theshoecompanybelievesthatthebandportraystheimageofa________totheband'sfans.

答案:referencegroupAccordingtothemodelofbuyerbehavior,whichofthefollowingisoneofthetwoprimarypartsofa"buyer'sblackbox"?

答案:buyer'sdecisionprocessWhichofthefollowingisoneoftheotherstimulipresentinabuyer'senvironmentapartfromamarketingstimuli?

答案:culturalstimuliKatrinaMendozaisaseniormanagerinamanufacturingfirmthathireslobbyiststoinfluencelegislationthataffectsthemanufacturingindustry.Katrina'sfirmtakesa(n)________stancetowardthemarketingenvironment.

答案:proactiveGovernmentsdeveloppublicpolicyto________.

答案:guidecommerceNewtechnologiesmostlikelyleadto________.

答案:newmarketsandopportunitiesAfirmdumpingchemicalwastesinthelocallakeis________.

答案:contributingtoincreasedpollutionAsaconsequenceofthegreenmovement,manycompaniesaredevelopingstrategiesandpracticesthatsupport________.

答案:environmentalsustainabilityThemarketingteamof7StarInc.,acompanymanufacturingsmartphones,iscurrentlystudyingthesize,density,location,age,andoccupationofitstargetmarket.Whichofthefollowingenvironmentsisbeingstudiedinthisscenario?

答案:demographicenvironmentRachelworksforafurniturecompanyinIreland.Sheisresponsibleforbuyingandsellinggoodsataprofittosmallretailers.Rachelmostlikelyoperatesina________market.

答案:resellerPrice&MaloneCorp.,acompanybasedinHouston,caterstoamarketofindividualsandhouseholdsthatbuygoodsandservicesforpersonalconsumption.Price&Malonecaterstoa________market.

答案:consumerLandPortTransportationandOmegaWarehousinghelpcompaniesmoveandstockgoodsfromtheirmanufacturingplantstotheirdestinations.Thesetwobusinessesareexamplesof________.

答案:physicaldistributionfirmsMariaworksforSigmaInc.,afirmthathelpscompaniestargetandpromotetheirproductstotherightmarkets.Sigmaismostlikelya________.

答案:marketingservicesagencyJonathanworksforafirmthatassistscompaniesinpromoting,distributing,andsellingtheirproductstoendconsumers.ThefirmJonathanworksforisa________.

答案:marketingintermediarySparexInc.isamanufacturerofmetalboltsthatareusedbyBoilexInc.tomanufactureheavymachineries.Inthisinstance,Sparexactsasa________.

答案:supplierWhichofthefollowingstrategieswouldacompanymostlikelyusetoincreasecustomersatisfaction?

答案:loweringpricesSallyrecentlypurchasedBrandXlotion.IncomparingherperceptionofhowthelotionmadeherskinfeelandlooktoherexpectationsaboutBrandXlotion,Sallywasmeasuringherlevelof________.

答案:customersatisfactionWhichofthefollowingmarketingstrategiesshouldmarketingmanagersfocusontomanagedetailedinformationaboutindividualcustomersandcarefullymanagecustomertouchpointstomaximizecustomerloyalty?

答案:customerrelationshipmanagementWhichofthefollowingisthemostlikelyresultofamarketingstrategythatattemptstoserveallpotentialcustomers?

答案:NotallcustomerswillbesatisfiedSomefast-foodrestaurantsoffertastyandconvenientfoodataffordableprices,butindoingsotheycontributetoanationalobesityepidemicandenvironmentalproblems.Thesefast-foodrestaurantsoverlookthe________philosophy.

答案:societalmarketingconcept________marketingispracticedbyanorganizationthatunderstandsandanticipatescustomerneedsevenbetterthancustomersthemselvesdoandcreatesproductsandservicestomeetcurrentandfutureneeds.

答案:Customer-drivingWhichofthefollowingisacharacteristicofcustomer-drivenmarketing?

答案:CustomersknowwhattheywantWhichofthefollowingusesacustomer-centered"sense-and-respond"philosophyratherthanaproduct-centered"make-and-sell"philosophy?

答案:themarketingconceptWhichofthefollowingmarketingorientationscallsforaggressivepromotionaleffortsandfocusesoncreatingtransactionsratherthanlong-termcustomerrelationships?

答案:thesellingconceptHenryFord'sphilosophywastoperfecttheModelTsothatitscostcouldbereducedfurtherforincreasedconsumeraffordability.Thisreflectsthe________concept.

答案:productionWhichofthefollowingmarketingmanagementconceptsismostlikelytoleadtomarketingmyopia?

答案:productconceptWhichofthefollowingmarketingmanagementorientationsfocusesprimarilyonimprovingefficienciesalongthesupplychain?

答案:productionconceptWhenmarketerssetlowexpectationsforamarketoffering,theyruntheriskof________.

答案:failingtoattractenoughcustomersGregWilliamsnowhasthebuyingpowertopurchasethedesktopcomputerthathehaswantedforthelastsixmonths.Greg'swantnowhasbecomea(n)________.

答案:demandAccordingtothefive-stepmodelofthemarketingprocess,acompanyshould________beforedesigningacustomer-drivenmarketingstrategy.

答案:understandthemarketplaceandcustomerneedsandwantsAccordingtothefive-stepmodelofthemarketingprocess,whichofthefollowingisthefinalstepincreatingvalueforcustomers?

答案:buildingprofitablerelationshipsandcreatingcustomerdelightWhichofthefollowingisNOTanaccuratedescriptionofmodernmarketing?

答案:MarketingemphasizessellingandadvertisingexclusivelyAconsumerpurchasingasweepingrobot(whichisexpensiveandforwhichabrand'snamematters)wouldprobablyresultin_____buyingbehavior.

答案:complexNowadaysitstrendyforyoungconsumerstofollow“WangHong”forclothsshopping.Inmarketingwesee“WangHong”asatypeof

答案:OpinionleadersWhichofthefollowingeconomicfactorscandirectlyimpactonconsumerbuyingpowerandspendingpattern?

答案:IncomeWhichofthefollowingistheinfluenceofpoliticsonmarketingdecisions?

答案:GovernmentStrategiesSupplierscannotaffectanorganizationinthewayof?

答案:helpthecompanyfinancetransactionsWhichtypeofpartnerinthefollowingisintheexternalpartnergroup?

答案:MarketingIntermediariesThe________environmentisdirectlycontrollablebytheorganization.

答案:InternalLess-for-much-lesspositioninginvolvesmeetingconsumers'lowerperformanceorqualityrequirementsatamuchlowerprice.

答案:對(duì)Totheextentthatacompanycandifferentiateandpositionitselfasprovidingsuperiorcustomervalue,itgainscompetitiveadvantage.

答案:對(duì)Atargetmarketconsistsofasetofbuyerswhosharecommonneedsorcharacteristicsthatthecompanydecidestoserve.

答案:對(duì)Individualmarketingisalsoknownasone-to-onemarketing,masscustomization,andmarkets-of-onemarketing.

答案:對(duì)Whenusinganichemarketingstrategy,afirmgoesafteralargeshareofoneorafewsmallersegments.

答案:對(duì)Marketersusuallylimittheirsegmentationanalysistoonlyonemajorvariable.

答案:錯(cuò)Whensegmentingbyuserstatus,marketsaresegmentedintolight,medium,andheavyproductusers.

答案:錯(cuò)Thecustomer-drivenmarketingstrategyinvolvesfoursteps:marketsegmentation,markettargeting,differentiation,andpositioning.

答案:對(duì)Forinternationalresearchers,languageisaprimaryobstacle.

答案:對(duì)Customerrelationshipmanagementhelpsmanagedetailedinformationaboutindividualcustomersandmaximizecustomerloyalty.

答案:對(duì)Thefirstquestioninaquestionnaireshouldbeintentionallydifficultandcomplicatedinordertoweedoutuninterestedrespondents.

答案:錯(cuò)Personalinterviewscanbeusedtocollectlargeamountsofinformationatalowcostperrespondent.

答案:錯(cuò)Therealvalueofmarketingresearchliesinthecustomerinsightsthatitprovides.

答案:對(duì)Internalinformationisalmostalwayssufficientformakingmarketingdecisions.

答案:錯(cuò)Dataagesquickly.

答案:對(duì)Internaldatabasesusuallycanbeaccessedmorequicklyandcheaplythanotherinformationsources.

答案:對(duì)Externaldatabasesareelectroniccollectionsofconsumerandmarketinformationobtainedfromdatasourceswithinacompany'snetwork.

答案:錯(cuò)Withtherecentexplosionofinformationtechnologies,companiesarefindingitdifficulttogeneratemarketinginformationingreatquantities.

答案:錯(cuò)Demographicsegmentationdividesbuyersintosegmentsbasedontheirknowledge,attitudes,uses,orresponsesconcerningaproduct

答案:錯(cuò)SymbolssuchastheMcDonald'sgoldenarches,thecolorfulGooglelogo,theNikeswoosh,orApple's"bitemark"logoprovidestrongcompanyorbrandrecognitionandareindicativeof________differentiation.

答案:imageKingerAutospecializesinsellinglow-qualityusedvehiclesthatarepricedagooddeallowerthanotherusedcars.Whichofthefollowingvaluepropositionsisevidenthere?

答案:lessformuchlessThewinningvaluepropositionwouldbetooffer________.

答案:moreforless________positioninginvolvesprovidingthemostupscaleproductorserviceandchargingahigherpricetocoverthehighercosts.

答案:MoreformoreThrough________differentiation,brandscanbedifferentiatedonfeatures,performance,orstyleanddesign.

答案:productTotheextentthatacompanycandifferentiateandpositionitselfasprovidingsuperiorcustomervalue,itgains________.

答案:competitiveadvantage________showsconsumerperceptionsofacompany'sbrandsversuscompetingproductsonimportantbuyingdimensions.

答案:Positioningmaps________marketingismoresuitedforproductsthatvaryindesign.

答案:Differentiated________marketingismoresuitedforuniformproducts,suchasgrapefruitorsteel.

答案:UndifferentiatedShineEnterprisesmassproducesanall-purposefloorcleanerthatisaimedatthewholemarket.Thisfirmusesa(n)________marketingstrategy.

答案:undifferentiatedWhichofthefollowingmarketingstrategiesismostsuitableforsmallerfirmswithlimitedresources?

答案:nichemarketingWhichofthefollowingisadisadvantageofusingadifferentiatedmarketingstrategy?

答案:thecostsofdoingbusinessincreaseAmarket-coveragestrategyinwhichafirmdecidestotargetseveralmarketsegmentsanddesignsseparateoffersforeachisknownas________.

答案:differentiatedmarketingAsegmentislessattractiveifit________.

答案:alreadycontainsmanystrongandaggressivecompetitorsDifferentsoftdrinkstargetdifferentpersonalities.Thisisanexampleof________segmentation.

答案:psychographicMarketsegmentsthatcanbeeffectivelyreachedandservedare________.

答案:accessibleBailey'sBurgerspromotestheBailey'sJumboBurgerasafunsnackforteensandyoungadults.Inthisinstance,Bailey'sBurgersispracticing________segmentation.

答案:ageandlife-cycleAmarketsegmentthatislargeenoughorprofitableenoughtoserveis________.

答案:substantialPapillon,apopularretailerofchicwomen'sclothing,segmentsitsmarketaccordingtoconsumerlifestyles.Papillonmostlikelyuses________segmentationforsegmentingitsmarket.

答案:psychographicPacificFisheriesdividesitscustomersintodifferentregionalunits,suchasAsia,Australia,andtheAmericas.Thisisanexampleof________segmentation.

答案:geographicWhichofthefollowingreferstoabehavioralsegmentationvariablethatinvolvessegmentingmarketsintononusers,ex-users,potentialusers,first-timeusers,andregularusersofaproduct?

答案:userstatusMarketerswhouse________oftensegmenttheirmarketsbyconsumerlifestylesandbasetheirmarketingstrategiesonlifestyleappeals.

答案:psychographicsegmentation________segmentationhaslongbeenusedinclothing,cosmetics,toiletries,andmagazines.

答案:GenderDeltaMotorworksmarketsitscarsbasedontheage,gender,andincomeofitscustomers.Whichofthefollowingtypesofmarketsegmentationisevidenthere?

答案:demographicsegmentationWhenmarketersatFair&LeighInc.selectedthegenerationafter90s,ademographicgroupthatincludesmanycollegestudents,asanuntappedgroupofpotentialcustomersfortheirnewlineofproducts,theywereengagingin________.

答案:markettargetingWhilecreatingresearchquestionnaires,researchersmustparticularlyAVOIDtheuseof________.

答案:biasedphrasingWhichofthefollowingisanexampleofanopen-endedquestion?

答案:Howisvotinggoingtohelpthenation?A(n)________isasegmentofthepopulationselectedformarketingresearchtorepresentthepopulationasawhole.

答案:sampleWhichformofmarketingresearchinvolvestalkingwithpeopleintheirhomesoroffices,onthestreet,orinshoppingmalls?

答案:individualinterviewingWhichofthefollowingcontactmethodsisthemostcost-effective?

答案:onlinesurveysObservationisbestsuitedfor________research.

答案:exploratory________involvesgatheringprimarydatabycloselyexaminingrelevantpeople,actions,andsituations.

答案:ObservationalresearchCommercialonlinedatabasesarerichsourcesforobtaining________.

答案:secondarydataInformationcollectedfromInternetsearchenginesisanexampleof________data.

答案:secondarySecondarydataconsistof________.

答案:informationthatalreadyexistssomewhere,havingbeencollectedforanotherpurposeWhichofthefollowingisthefinalstepofthemarketingresearchprocess?

答案:interpretingandreportingthefindingsWhichofthefollowingisthefirststepinthemarketingresearchprocess?

答案:definingtheproblemandobjectivesofthestudyInthisscenario,whichofthefollowingisrepresentativeofcompetitivemarketingintelligence?

答案:collectingdataaboutcompetitorsFirmsusecompetitivemarketingintelligenceto________.

答案:gainearlywarningsofcompetitormovesandstrategiesWhichofthefollowingisadisadvantageofusinginformationfrominternaldatabases?

答案:InternalinformationmaybeincompleteorinthewrongformformakingmarketingdecisionsWhichofthefollowingisanadvantageofusinganinternaldatabase?

答案:InternaldatabasescanbeaccessedmorequicklyandcheaplythanotherinformationsourcesInformationinacompany'sdatabasecancomefrommanysources.Anadvantageofharnessingsuchinformationisto________.

答案:gaincompetitiveadvantageKei,aseniormarketingmanagerofapizzeriainNorthFlorida,iscurrentlyresearchingelectroniccollectionsofconsumerinformationwithinthecompanynetworktoarriveatcrucialmarketingdecisions.Inthisinstance,Keiisusing________.

答案:internaldatabasesAnMISusershouldmostlikelybeableto________.

答案:developcustomerinsightsWiththerecentexplosionofinformationtechnologies,________.

答案:mostmarketingmanagersareoverloadedwithdataandoftenoverwhelmedbyitWhichofthefollowingcustomerquestionsisansweredbyacompany'svalueproposition?

答案:"WhyshouldIbuyyourbrandratherthanacompetitor's?"Anorganicfarmerhasidentifiedthreedistinctgroupsthatmightbeinterestedinhisproducts:vegetarians,health-consciousindividuals,andpeopleidentifiedastrendsetterswhotryoutnewproductsinthemarketbeforeothers.Thesethreegroupsareexamplesof________.

答案:marketsegmentsCathy'sClothesisasmallyetsuccessfulretailchainthatsellswomen'sclothingandaccessorieswithafocusonbuyerswhohaverelativelymodestmeans.Forthisspecificpurpose,thefirmhasrolledoutseveralmarketinginitiativesaimedatwomenofaspecificdemographic.Thisisanexampleof________.

答案:targetmarketingDuetogovernmentrestrictions,foreigntechnologicalcompaniesarenotabletoenterthemilitaryindustrysegmentinourcountry.Thisimpliesmarketersthataneffectivesegmentationmustbe:

答案:AccessbleAcandymanufacturersegmenteditsmarketintolightuser,mediumuserandheavyuser.Whichsegmentationvariablehadthiscompanyapplied?

答案:BehavioralWhendevelopMIS,toomuchinformationcanbeasharmfulastoolittle.Managersmayomitthingstheyoughttoknow.Thisimpliestheimportanceof

答案:AmountofinformationWhichtypeofcontactmethodforprimarydatacollectionismostcostefficiency?

答案:OnlineWhichtypeofmarketingresearchistotesthypothesesaboutcause-and-effectrelationships?

答案:CausalresearchAdvertisinginvolvesapersonalpresentationbythefirm'ssalesforceforthepurposeofmakingsalesandbuildingcustomerrelationships.

答案:錯(cuò)Verticalconflictoccursamongfirmsatthesamelevelofthechannel.

答案:錯(cuò)Thenumberofproductssuppliedindicatesthelengthofachannel.

答案:錯(cuò)Producersuseintermediariesbecausetheycreategreaterefficiencyinmakinggoodsavailabletotargetmarkets.

答案:對(duì)Acompany'schanneldecisionsdirectlyaffectthepricesofitsproducts.

答案:對(duì)Downstreammarketingchannelpartners,suchaswholesalersandretailers,formavitallinkbetweenthefirmanditscustomers.

答案:對(duì)Inapuremonopoly,themarketconsistsofmanybuyersandsellerswhotradeoverarangeofpricesratherthanasinglemarketprice.

答案:錯(cuò)Ifdemandchangesgreatlywithprice,thedemandisinelastic.

答案:錯(cuò)Cost-basedpricingisoftenproductdriven.

答案:對(duì)Unsoughtproductsareproductsthatthecustomerusuallybuysfrequently,immediately,andwithaminimumofcomparisonandbuyingeffort.

答案:錯(cuò)Theaugmentedproductistheactualproductplusthevariousservicesandbenefitsofferedwithit,suchasawarranty,freedelivery,installation,andmaintenance.

答案:對(duì)Brandingdecisionsincludedeterminingaproductprice.

答案:錯(cuò)Priceshaveadirectimpactonafirm'sbottomline.

答案:對(duì)ExtelInc.,ahomeappliancemanufacturer,usessalesrepresentativestosellitsproductstowholesalersandindividualcustomers.Thisisanexampleof________.

答案:personalsellingWhichofthefollowingisoneofthefivemajorpromotiontools?

答案:directmarketingForwhichproductwouldacompanyuseanexclusivedistributionstrategy?

答案:luxurycarsForwhichofthefollowingproductswouldtheintensivedistributionstrategymostlikelybeused?

答案:softdrinksWhichofthefollowingisanenvironmentalfactorthataffectschannelobjectivesanddesign?

答案:economicconditionsTheBookwormbegandeliveringbooksdirectlytocustomersthroughmailinsteadofsellingthroughbrick-and-mortarcompanies.Thisisanexampleof________.

答案:disintermediationMovieGiantsoffersDVDrentalsthroughitsWebsite.ItalsooffersDVDrentalsviaStarCitystores.Thisisanexampleofa(n)________distributionsystem.

答案:multichannelStylize,Inc.openedanonlinestorethattriggereddisagreementsbetweenheadquartersandthefirm'sexclusivedealers.Thistypeofadisagreementisknownasa(n)________conflict.

答案:verticalThemanagementoftwoPanizzarestaurantshasanongoingdisagreementoverthediscountrategiventostudentsfromthelocalhighschool.Thisisanexampleof________conflict.

答案:horizontalConflictthatoccursamongfirmsatthesamelevelofthemarketingchannelisknownas________conflict.

答案:horizontalWhichofthefollowingisatypeofflowthatconnectsallinstitutionsinamarketingchannel?

答案:paymentflowAmarketingchannelthatconsistsofoneormoreintermediariesisknownasa(n)________marketingchannel.

答案:indirectAtitsmostbasicform,amarketingchannelconsistsoftheproducerandthe________.

答案:consumerIna(n)________channel,thesamememberbothproducesanddistributesaproductorservicetoconsumers.

答案:directInwhichsituationisthemarketdominatedbyoneseller?

答案:puremonopolyThemovieindustryinacountryiscontrolledbysixlargestudiosthatreceive90percentoftheannualrevenuesfrommovies.Thisisanexampleofa(n)________.

答案:oligopolisticcompetitionWithaccumulatedproductionexperienceandahighervolumeofproduction,companiesnotonlybecomemoreefficientbutalso________.

答案:gaineconomiesofscaleThefixedcostinmanufacturingasingleLEDmonitoris$40andthevariablecostis$12.Ifthecompanyexpectstomanufacture5,000monitors,thetotalcostswouldbe________.

答案:$260,000WhenMcDonald'sandotherfastfoodrestaurantsoffer"valuemenu"itemsatsurprisinglylowprices,theyaremostlikelyusing________pricing.

答案:good-value________pricingusesbuyers'perceptionsofvalueasthekeytopricing.

答案:Customervalue-basedWhatsetstheceilingforproductprices?

答案:customerperceptionsoftheproduct'svalue________istheonlyelementinthemarketingmixthatproducesrevenue.

答案:PriceWhenKraftfocusedoncostcuttingwithitsolder,establishedbrands,leavingthemtowitherwithoutmuchinvestmentormodification,Kraftdecidedto________theolderproducts.

答案:harvestP&GhassoldoffanumberoflesserordecliningbrandssuchasOxydoldetergentandJifpeanutbutter.Intheseexamples,managementdecidedto________theproducts.

答案:dropApple'siPodhasbeencalled"oneofthegreatestconsumerelectronicshitsofalltime."iPodshavebeensoldinhugenumbers,andApplecapturesalargeshareofthemusicplayermarket.Thissuccesshasattractedmanylarge,resourcefulcompetitors.TheiPodisinthe________stageoftheproductlifecycle.

答案:maturityWhichofthefollowingwouldleadtogreatercompetitioninthematuritystageofthePLC?

答案:overcapacityWhichstageintheproductlifecycleischaracterizedbyrapidmarketacceptanceandincreasingprofits?

答案:growthWhichofthefollowingisanexampleofaconvenienceproduct?

答案:fastfood________areindustrialproducts.

答案:OfficesuppliesProductplannersneedtoconsiderproductsandservicesonthreelevels.Eachleveladdsmorecustomervalue.Themostbasiclevelisthe________,whichaddressesthequestion,"Whatisthebuyerreallybuying?"

答案:corecustomervalueWhichofthefollowingproductofferingsisintangible?

答案:ataxirideWhichofthefollowingexemplifiesaservice?

答案:retail請(qǐng)按順序分別寫出：地理細(xì)分、人口細(xì)分、心理細(xì)分和行為細(xì)分

答案:GeographicSegmentation;Demographic;Segmentation;Psycho-graphic;Segmentation；Psychographic;Segmentation;Behavioral;Segmentation客戶關(guān)系管理CRM

答案:CustomerRelationshipManagement營(yíng)銷觀念

答案:MarketingOrientation；MarketingOrientations；MarketingConcept；MarketingManagementOrientations；MarketingManagementOrientation請(qǐng)按順序分別寫出：戰(zhàn)略、戰(zhàn)術(shù)

答案:Strategy;Tactic；Tactics營(yíng)銷組合

答案:MarketingMix請(qǐng)按順序?qū)懗?P營(yíng)銷組合的內(nèi)容：產(chǎn)品、價(jià)格、渠道、促銷

答案:Product;Price;Place；Channel;Promotion請(qǐng)按順序?qū)懗鯯TP戰(zhàn)略的內(nèi)容：市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇、定位

答案:Segmentation；Segmenting；marketsegmentation;Targeting;Positioning輕按順序分別寫出：顧客感知價(jià)值、顧客滿意

答案:Customerperceivedvalue;Customersatisfaction請(qǐng)按順序分別寫出：營(yíng)銷短視、營(yíng)銷遠(yuǎn)見

答案:Marketingmyopia；Marketmyopia;Marketingvision；Marketvision請(qǐng)按順序分別寫出：基本需求、欲望、消費(fèi)需求

答案:Needs;need;wants;want;demands;demand價(jià)格敏感度

答案:pricesensitivity供應(yīng)商能力

答案:powerofsuppliers采購(gòu)點(diǎn)促銷

答案:point-of-purchase(POP)promotion宏觀環(huán)境

答案:macroenvironment本地化戰(zhàn)略

答案:localizationstrategy產(chǎn)品線擴(kuò)展

答案:lineextension產(chǎn)品生命周期的成長(zhǎng)階段

答案:growthstageofproductlifecycle整合營(yíng)銷傳播

答案:integratedmarketingcommunication

(IMC)獨(dú)家分銷

答案:exclusivedistribution評(píng)估替代品/各種選擇