解密市场营销 2024智慧树满分答案

榔倘拢澈翻彩氢衬剖倡项潜芳

肝线勒嫉驶娥口焕盘钱黑渴仇

第一章单元测试

1、多选题：
Which of the following statements are correct?

A:Ethics are subjective and imprecise.
B:Ethics are a set of rules.
C:Ethics depend on social, cultural and individual factors.
D:Ethics are a set of moral principles that guide attitudes and behaviour.
答案: Ethics are subjective and imprecise.;Ethics depend on social, cultural and individual factors.;Ethics are a set of moral principles that guide attitudes and behaviour.

2、多选题：
Which of the following would be considered a partner in the formal definition of marketing?

A:An organisation”s supplier of raw materials
B:Customers
C:An advertising agency who writes the copy for an organisation”s television commercial
D:Retailers who sell an organisation”s products
答案: An organisation”s supplier of raw materials;An advertising agency who writes the copy for an organisation”s television commercial;Retailers who sell an organisation”s products

3、多选题：
Stakeholders of an organisation could include: ______.

owners

shareholders

employees

customers

答案:

owners

;

shareholders

;

employees

;

customers

4、多选题：
Which of the followings are about marketing ethics issue?

A:A salesperson exaggerating the benefits of a product to persuade a customer to purchase it
B:Increasing the price of a product due to increased customer demand and limited availability
C:Failing to inform consumers of known potential risks of using a product
D:Advertising junk food on children”s television
答案: A salesperson exaggerating the benefits of a product to persuade a customer to purchase it;Failing to inform consumers of known potential risks of using a product;Advertising junk food on children”s television

5、多选题：
Which of the followings are potential benefits of an organisation acting in a socially responsible manner?

A:It can attract future employees.
B:The generation of goodwill
C:It can encourage consumers to support the organisation.
D:Good publicity
答案: It can attract future employees.;The generation of goodwill;It can encourage consumers to support the organisation.;Good publicity

6、多选题：
A product can be ______.

an idea

a service

a person

a good

答案:

an idea

;

a service

;

a person

;

a good

7、多选题：
A brand can be ______.

anything offered to a market

a collection of symbols intended to create an image in a customer’s mind

a name, logo, slogan or design that differentiates a product

the bundle of attributes of a product

答案:

a collection of symbols intended to create an image in a customer’s mind

;

a name, logo, slogan or design that differentiates a product

8、多选题：
In marketing, which of the following statements about promotion are correct?

A:It can be used to remind customers about a product.
B:It can be used to create awareness.
C:It can be used to inform or persuade customers.
D:It is simply another name for advertising.
答案: It can be used to remind customers about a product.;It can be used to create awareness.;It can be used to inform or persuade customers.

9、多选题：
Which of the following are marketing activities?

A:Public relations
B:Research&Development
C:Accounting
D:Personal selling
答案: Public relations;Personal selling

10、多选题：
The traditional 4Ps framework includes ______.

place

product

partners

people

答案:

place

;

product

第二章单元测试

1、多选题：
An organisation that outsources functions that can be done more efficiently by specialist external providers is shifting those functions from _________.

A:its internal environment to its macro-environment
B:its internal environment to its micro-environment
C:its internal environment to its external environment
D:its micro-environment to its macro-environment
答案: its internal environment to its micro-environment;its internal environment to its external environment

2、多选题：
A movie studio lobbying governments to introduce harsher penalties for the mass copying of pirated DVDs is an example of an organisation attempting to influence its _________.

A:marketing environment
B:external environment
C:internal environment
D:target market
答案: marketing environment;external environment

3、多选题：
Which of the followings are part of an organisation”s macro-environment?

A:Sociocultural forces
B:Political forces
C:Competitive forces
D:Technological forces
答案: Sociocultural forces;Political forces;Technological forces

4、多选题：
Which of the followings are examples of an economic macro-environmental force?

A:The Australian dollar rising in value
B:A fall in demand for commodities such as coal and iron ore due to the global financial crisis
C:A rise in interest rates
D:The level of consumer spending decreasing
答案: The Australian dollar rising in value;A fall in demand for commodities such as coal and iron ore due to the global financial crisis;A rise in interest rates;The level of consumer spending decreasing

5、多选题：
The rising use of social networking sites could be attributed to _________.

A:legal forces
B:economic forces
C:technological forces
D:sociocultural forces
答案: technological forces;sociocultural forces

6、多选题：
Factors those are beyond the organisation”s direct control, though the organisation may be able to have some influence over them, are _________.

A:opportunities
B:strengths
C:weaknesses
D:threats
答案: opportunities;threats

7、多选题：
Which of the followings are demographic characteristics?

A:Ethnicity
B:Gender
C:Age
D:Marital status
答案: Ethnicity;Gender;Age;Marital status

8、多选题：
The macro-environment encompasses _________.

A:marketing planning
B:the factors outside of the industry that influence the survival of the organisation
C:country and regional geographic levels
D:local and state geographic levels
答案: the factors outside of the industry that influence the survival of the organisation;country and regional geographic levels;local and state geographic levels

9、多选题：
Key environmental factors that marketers need to consider when analysing the marketing environment include political, economic, sociocultural, _________ forces.

A:legal
B:technological
C:cultural
D:environmental
答案: legal;technological;environmental

10、多选题：
SWOT includes _________.

A:weaknesses and opportunities
B:weakness and opposition
C:situation and threats
D:strengths and threats
答案: weaknesses and opportunities;strengths and threats

完整版答案需支付5元购买，完整答案是全部章节的课后答案。制作这些答案花费了很多心血，希望大家理解，如需购买请点击下方红字：

点击这里,购买完整版答案

注意：完整答案是全部的课后答案，无期末答案！

萌面人优惠券

一键领取淘宝，天猫，京东，拼多多无门槛优惠券，购物省省省！

如需了解详情请点击下方红字：

点击这里，查看淘宝天猫优惠券