李惟射读倾忻森恨春档拘媒徽
绪论 单元测试
1、 Do you like this mini show? 你喜欢这部学生小剧场吗？（ ）
A:No. I strongly dislike it. 不，我非常不喜欢。
B:No. I don’t like it. 不，我不喜欢。
C:I am indifferent with this show. 我没所谓。
D:Yes, I like it. 是，我喜欢。
E:Yes, I like it very much. 是，我非常喜欢。
答案: Yes, I like it. 是，我喜欢。
Yes, I like it very much. 是，我非常喜欢。
2、 To what extend does this mini show inspire you to learn this chapter? 这部学生小剧场在多大程度上鼓舞你进行本章的学习？（ ）
A:Not at all. 一点儿也没有。
B:A little bit. 有一点点。
C:I’m not sure. 我不清楚。
D:Quite a few. 还不少。
E:A lot. 非常大。
答案: Quite a few. 还不少。
A lot. 非常大。
第一章 单元测试
1、 According to the definition of consumer behavior, how a consumer disposes of an idea and accepts another is part of consumer behavior. （ ）
A:对
B:错
答案: 对
2、 A(n) __ is a person who identifies a need or desire, makes a purchase, and then disposes of a product. （ ）
A:marketer
B:consumer
C:influencer
D:content generator
答案: consumer
3、 Age, gender, and social class are all used __. （ ）
A:to divide market
B:as part of promotion
C:in social media
D:as part of the marketing mix
答案: to divide market
4、 Which marketing philosophy emphasizes interacting with customers on a regular basis and giving them reasons to maintain a bond with a company’s brands over time? （ ）
A:Differentiated marketing
B:Global marketing
C:Social marketing
D:Relationship marketing
答案: Relationship marketing
5、 People often buy products for what they mean, not what they do. （ ）
A:对
B:错
答案: 对
第二章 单元测试
1、 Rules of conduct that guide actions in the marketplace are called __. （ ）
A:social obligation
B:social responsibility
C:business ethics
D:social awareness
答案: business ethics
2、 Which of the following values is most associated with materialists? （ ）
A:Honesty
B:Status
C:Loyalty
D:Frugality
答案: Status
3、 Cause marketing is the same as social marketing. （ ）
A:对
B:错
答案: 错
4、 Sustainability and green marketing are the same thing.（ ）
A:对
B:错
答案: 错
5、 LOHAS is a segment of consumers who worry about the environment, want products to be produced in a sustainable way, and spend money to advance what they see as their personal development and potential. （ ）
A:对
B:错
答案: 对
第三章 单元测试
1、 Unlike computers, people do not passively process whatever information happens to be present. （ ）
A:对
B:错
答案: 对
2、 Companies that think carefully about the impact of sensations on product experiences are practicing __. （ ）
A:hedonic consumption
B:need marketing
C:want marketing
D:sensory marketing
答案: sensory marketing
3、 The first step in the perception process is called attention.（ ）
A:对
B:错
答案: 错
4、 The minimum difference that can be detected between two stimuli is known as the __. （ ）
A:absolute threshold
B:gradual differentiation
C:just noticeable difference
D:graded difference
答案: just noticeable difference
5、 __ is a discipline that studies the correspondence between signs and symbols and their meaning. （ ）
A:Interpretation
B:Semiotics
C:Indexing
D:Symbolism
答案: Semiotics
第四章 单元测试
1、 A relative permanent change of behavior is called __. （ ）
A:lifestyles
B:personality
C:learning
D:all of the above
答案: learning
2、 Which theory stresses the importance of internal mental processes? （ ）
A:Stimulus-response theory
B:Cognitive learning theory
C:Fixed-interval reinforcement theory
D:Variable interval reinforcement theory
答案: Cognitive learning theory
3、 Which theory listed below assumes that learning take place as the result of responses to external events? （ ）
A:Behavioral learning
B:Episodic learning
C:Incidental learning
D:Gestalt learning
答案: Behavioral learning
4、 __ memory permits the temporary storage of information we receive from our senses. （ ）
A:Elaborative
B:Sensory
C:Cognitive
D:Working
答案: Sensory
5、 Memories of products are often replaced (forgotten) as we learn additional information. This displacement of information is called __. （ ）
A:the highlighting effect
B:interference
C:decay
D:generalization
答案: interference
第五章 单元测试
1、 A degree of arousal is called a drive.（ ）
A:对
B:错
答案: 对
2、 __ suggests that expectations of achieving desirable outcomes—positive incentives—rather than being pushed from within motivate our behavior. （ ）
A:The theory of cognitive dissonance
B:Gestalt theory
C:Expectancy theory
D:Homeostasis
答案: Expectancy theory
3、 Mary Chen is torn between going home for the holidays to visit her parents in China or going on a skiing trip with friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision?（ ）
A:An approach-approach conflict
B:An approach-avoidance conflict
C:An avoidance-avoidance conflict
D:An orientation conflict
答案: An approach-approach conflict
4、 When a woman buys expensive jewelry, which of the following needs is most likely being expressed? （ ）
A:Hedonic
B:Utilitarian
C:Rational
D:Biogenic
答案: Hedonic
5、 Product involvement refers to a consumer’s level of interest in a product.（ ）
A:对
B:错
答案: 对
第六章 单元测试
1、 __ summarizes the beliefs a person holds about his own attributes and how he/she evaluates their self on those qualities. （ ）
A:Actual self
B:Self-esteem
C:Self-concept
D:Self-ego
答案: Self-concept
2、 A person’s conception of how he/she would like to be is called __. （ ）
A:self-image
B:ideal self
C:self-concept
D:self-esteem
答案: ideal self
3、 Self-esteem refers to the intensity and stability over time of a person’s self-concept. （ ）
A:对
B:错
答案: 错
4、 __ is when the person tries to evaluate their appearance by comparing it to the people depicted in these artificial images. （ ）
A:Social comparison
B:Self-esteem
C:Real self
D:Ideal self
答案: Social comparison
5、 Gender identity is a very important component of a consumer’s self-concept.（ ）
A:对
B:错
答案: 对
第七章 单元测试
1、 Personality refers to a person’s unique psychological makeup and how it consistently influences the way a person responds to his or her environment. （ ）
A:对
B:错
答案: 对
2、 According to Freud, the part of the personality that seeks immediate gratification is called the __. （ ）
A:ego
B:super ego
C:conflict
D:id
答案: id
3、 In Freudian system, which part of the self follows the reality principle? （ ）
A:Id
B:Ego
C:Superego
D:Personality
答案: Ego
4、 Lifestyles are identified by a convergence of personality, product and setting.（ ）
A:对
B:错
答案: 对
5、 People in different cultures hold the same core values with the same priority. （ ）
A:对
B:错
答案: 错
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