2021知到答案 解密市场营销 最新智慧树满分章节测试答案

第三章 单元测试

1、多选题：
The broad influences on consumer behaviour can be categorised as _________.
选项：
A:situational
B:psychological
C:individual
D:group
答案: 【situational;
individual;
group】

2、多选题：
Which of the following would describe an opinion leader from a marketing perspective?
选项：
A:Your one-month-old baby sister
B:A reference group member who provides relevant and influential advice
C:A person of high standing in the community
D:Media commentators who have a large audience
答案: 【A reference group member who provides relevant and influential advice;
A person of high standing in the community;
Media commentators who have a large audience】

3、多选题：
Which of the following purchase situations would likely be described as high involvement in terms of consumer decision-making?
选项：
A:The purchase of familiar products
B:The purchase of more expensive products
C:Weekly supermarket shopping
D:Infrequently purchase
答案: 【The purchase of more expensive products;
Infrequently purchase】

4、多选题：
How can a marketer attempt to reduce the likelihood of a purchaser of their product experiencing cognitive dissonance?
选项：
A:It is not possible for a marketer to influence the potential cognitive dissonance of a consumer.
B:By ensuring that their products, when used, will meet consumer expectations
C:By offering bonuses or rebates to be redeemed some time after purchase, to give the purchaser additional value
D:By increasing the price of their product
答案: 【By ensuring that their products, when used, will meet consumer expectations;
By offering bonuses or rebates to be redeemed some time after purchase, to give the purchaser additional value】

5、多选题：
Which countries below would score lower than Australia or New Zealand on Hofstede’s ‘individualism’ dimension of culture?
选项：
A:Japan
B:China
C:United States
D:India
答案: 【Japan;
China;
India】

6、多选题：
Which of the following statements regarding subcultures are correct?
选项：
A:Subcultures are important to marketers when their shopping and purchasing behaviour is significantly different from the reminder of population.
B:A subculture is a group comprising individuals of similar rank within a social hierarchy.
C:A hip-pop culture would be an example of a subculture.
D:A subculture is a group of individuals who share common attitudes, values and behaviours that distinguish them from the broader culture.
答案: 【Subcultures are important to marketers when their shopping and purchasing behaviour is significantly different from the reminder of population.;
A hip-pop culture would be an example of a subculture.;
A subculture is a group of individuals who share common attitudes, values and behaviours that distinguish them from the broader culture.】

7、多选题：
Which of the following could be a reference group for an individual?
选项：
A:Their idols
B:A work or professional group
C:Their family
D:Their pets
答案: 【Their idols;
A work or professional group;
Their family】

8、多选题：
Demographic characteristics include _________.
选项：
A:education level and gender.
B:race and religious belief.
C:lifestyle and personality.
D:age and income.
答案: 【education level and gender.;
race and religious belief.;
age and income.】

9、多选题：
According to Maslow’s theory, which of the following needs would an individual attempt to satisfy before the others?
选项：
A:Safety
B:Hunger
C:Financial
D:Thirst
答案: 【Hunger;
Thirst】

10、多选题：
Which of the following statements are correct?
选项：
A:Perception can be particular to an individual.
B:Perception can be selective.
C:Perception is subjective.
D:Perception is objective.
答案: 【Perception can be particular to an individual.;
Perception can be selective.;
Perception is subjective.】

第四章 单元测试

1、多选题：
Juicy buys sugar from a local factory and sells lollies to department stores and supermarkets. Which markets do these transactions take place in?
选项：
A:Wholesale markets
B:Reseller markets
C:Producer markets
D:Retail markets
答案: 【Reseller markets;
Producer markets】

2、多选题：
Institutional markets are distinguished from other business markets by _________.
选项：
A:their non-public nature.
B:the fact they do not sell services.
C:the fact they do not sell goods.
D:the not-for-profit nature of their activities.
答案: 【their non-public nature.;
the not-for-profit nature of their activities.】

3、多选题：
High-value purchases are relatively common in which business markets?
选项：
A:Online and consumer
B:Reseller and government
C:Producer and institutional
D:Consumer and reseller
答案: 【Reseller and government;
Producer and institutional】

4、多选题：
Which of the following statements about business-to-business transactions in general are likely to be correct?
选项：
A:They can involve regular repeat purchases.
B:Price and other conditions of sale can be open to negotiation.
C:The relationships between buyers and sellers tend to be short term.
D:They can be for high volume and high value purchases.
答案: 【They can involve regular repeat purchases.;
Price and other conditions of sale can be open to negotiation.;
They can be for high volume and high value purchases.】

5、多选题：
Guitars usually have ebony or rosewood fretboards. The demand for ebony and rosewood varies with the demand for guitars. This is an example of _________.
选项：
A:

elastic demand

B:

joint demand

C:

consumer demand

D:

derived demand

答案: 【

joint demand

;

derived demand

】

6、多选题：
Company A buys glue for use in manufacturing its products from companies B, C and D. Which of the following are unlikely to decrease the amount of glue that Company A demands?
选项：
A:Company E begins buying glue from companies B, C and D.
B:Company C increases its glue prices.
C:Company D stops producing glue.
D:Company B begins selling glue to consumers.
答案: 【Company E begins buying glue from companies B, C and D.;
Company C increases its glue prices.;
Company D stops producing glue.;
Company B begins selling glue to consumers.】

7、多选题：
Which of the followings are correct?
选项：
A:New task purchases are likely to involve extensive evaluation of options.
B:Business purchasing decisions often involve development of a formal product requirement specification.
C:Many businesses use multiple suppliers so they are not overly reliant on any one other business.
D:Buyers have the final authority to make business purchasing decisions.
答案: 【New task purchases are likely to involve extensive evaluation of options.;
Business purchasing decisions often involve development of a formal product requirement specification.;
Many businesses use multiple suppliers so they are not overly reliant on any one other business.】

8、多选题：
In which of the following business markets are high-volume purchases likely to be a characteristic?
选项：
A:Institutional market
B:Government market
C:Reseller market
D:Consumer market
答案: 【Institutional market;
Government market;
Reseller market】

9、多选题：
Which of the following statements are correct?
选项：
A:While industry demand tends to be inelastic, demand for the business products of any particular company can be elastic.
B:Equipment suppliers can take advantage of joint demand by offering ongoing supply of maintenance and consumables.
C:Demand for components in business markets mostly tends to be price inelastic.
D:A just-in-time approach to taking delivery of components reduces inventory costs, but increases the risk that the production process will be brought to a halt by the shortage of any component.
答案: 【While industry demand tends to be inelastic, demand for the business products of any particular company can be elastic.;
Equipment suppliers can take advantage of joint demand by offering ongoing supply of maintenance and consumables.;
Demand for components in business markets mostly tends to be price inelastic.;
A just-in-time approach to taking delivery of components reduces inventory costs, but increases the risk that the production process will be brought to a halt by the shortage of any component.】

10、多选题：
Which steps of the business decision-making process may be omitted for the straight rebuy?
选项：
A:Evaluation of options
B:Post-purchase evaluation
C:Information search
D:Problem/need recognition
答案: 【Evaluation of options;
Information search】

第五章 单元测试

1、多选题：
Which of the following statements are correct?
选项：
A:Psychographic segmentation variables include consumer lifestyles.
B:Psychographic segmentation variables include consumer brand loyalty.
C:Psychographic segmentation variables include consumer personality attributes.
D:Psychographic segmentation variables include consumer’s benefit expectations of a product.
答案: 【Psychographic segmentation variables include consumer lifestyles.;
Psychographic segmentation variables include consumer personality attributes.】

2、多选题：
Which of the following would be advantages of a customised marketing strategy?
选项：
A:Potential repeat purchases from the customer
B:Building close relationships with a customer
C:Customer loyalty
D:Positive word-of- mouth customer referrals
答案: 【Potential repeat purchases from the customer;
Building close relationships with a customer;
Customer loyalty;
Positive word-of- mouth customer referrals】

3、多选题：
Which of the following can influence the market position of an organisation, its products, or its brands in the minds of target consumers?
选项：
A:The customer’s experience of the organisation, product, or brand
B:The price of the organisation’s product
C:The features of the organisation’s product
D:Advertising and other promotional efforts
答案: 【The customer’s experience of the organisation, product, or brand;
The price of the organisation’s product;
The features of the organisation’s product;
Advertising and other promotional efforts】

4、多选题：
Which of the following would be considerations for an organisation in evaluating market segments and deciding which to target?
选项：
A:The potential sales volume and revenues of different market segments
B:The cost to the organisation of targeting that market segment
C:The ability of the organisation to satisfy the needs and expectations of different market segments
D:An understanding and/or analysis of competitors and how their offerings are seen by potential target market segments
答案: 【The potential sales volume and revenues of different market segments;
The cost to the organisation of targeting that market segment;
The ability of the organisation to satisfy the needs and expectations of different market segments;
An understanding and/or analysis of competitors and how their offerings are seen by potential target market segments】

第六章 单元测试

1、多选题：
Which of the following statements are correct?
选项：
A:Private label brands are owned by resellers (such as wholesalers and retailers).
B:Manufacturer brands are the most common type of brand.
C:Private label brands are becoming more common.
D:Manufacturer brands are owned by producers and clearly identified at the point of sale.
答案: 【Private label brands are owned by resellers (such as wholesalers and retailers).;
Manufacturer brands are the most common type of brand.;
Private label brands are becoming more common.;
Manufacturer brands are owned by producers and clearly identified at the point of sale.】

2、多选题：
For which of the following products is a consumer likely to purchase with little or no engagement in the decision-making process?
选项：
A:Convenience
B:Shopping
C:Unsought
D:Specialty
答案: 【Convenience;
Unsought】

3、多选题：
Convenience products include_________.
选项：
A:

business-to-business products

B:

staple products

C:

emergency products

D:

impulse products

答案: 【

staple products

;

emergency products

;

impulse products

】

4、多选题：
Business-to-business products include_________.
选项：
A:

staple products

B:

equipment

C:

services and supplies

D:

parts and materials

答案: 【

equipment

;

services and supplies

;

parts and materials

】

5、多选题：
A brand_________.
选项：
A:

is a design

B:

is a slogan

C:

is a name

D:

is a collection of symbols

答案: 【

is a design

;

is a slogan

;

is a name

;

is a collection of symbols

】

6、多选题：
Which of the following statements are incorrect?
选项：
A:A customer’s brand loyalty, once established, will never change.
B:Brand equity is determined by the organisation rather than the consumer.
C:Brand equity is the added value that a brand gives a product.
D:A trade mark legally registers a brand name or brand mark in order that an organisation may exclusively use it in the market.
答案: 【A customer’s brand loyalty, once established, will never change.;
Brand equity is determined by the organisation rather than the consumer.】

第七章 单元测试

1、多选题：
Which of the following factors would be likely to influence an organisation’s pricing decision for its products?
选项：
A:Production, communication and distribution costs
B:Required profitability
C:Customers’ willingness to pay
D:Competitors’ prices
答案: 【Production, communication and distribution costs;
Required profitability;
Customers’ willingness to pay;
Competitors’ prices】

2、多选题：
Which of the following statements are correct?
选项：
A:An organisation choosing to compete on aspects other than price has greater power to decide on the profit margin per unit sold for its products.
B:Price competition is undesirable for a seller unless it has a cost advantage over competitors.
C:An organisation with low fixed costs and high variable costs could least afford to engage in price competition.
D:An organisation with high fixed costs and low variable costs could least afford to engage in price competition.
答案: 【An organisation choosing to compete on aspects other than price has greater power to decide on the profit margin per unit sold for its products.;
Price competition is undesirable for a seller unless it has a cost advantage over competitors.;
An organisation with low fixed costs and high variable costs could least afford to engage in price competition.】

3、多选题：
Which of the following statements are likely to be incorrect?
选项：
A:High-price, high-margin specialty brands are usually sold through intensive, convenience distribution.
B:Prices are less likely to be in the advertisement.
C:Low-priced, high-volume products are usually sold through selective retail distribution.
D:Low prices are consistent with a high quality positioning approach.
答案: 【High-price, high-margin specialty brands are usually sold through intensive, convenience distribution.;
Low-priced, high-volume products are usually sold through selective retail distribution.;
Low prices are consistent with a high quality positioning approach.】

4、多选题：
Which of the following assumptions would support McDonald’s decision to charge higher prices at their restaurants that are located in lower income suburbs?
选项：
A:

McDonald’s believes in demand-based pricing.

B:

McDonald’s doesn’t believe in demand-based pricing.

C:

That demand for their product in low income areas is price elastic.

D:

That demand for their product in low income areas is price inelastic.

答案: 【

McDonald’s believes in demand-based pricing.

;

That demand for their product in low income areas is price inelastic.

】

5、多选题：
Which of the following would likely be flexible cost for an organisation?
选项：
A:Sales commissions
B:Office rent
C:Packaging
D:Raw materials
答案: 【Sales commissions;
Packaging;
Raw materials】

6、多选题：
Which of the following would be classified as ‘non-price’ competition?
选项：
A:Customer service
B:Convenience
C:Product quality
D:Brand image
答案: 【Customer service;
Convenience;
Product quality;
Brand image】

7、多选题：
About the cost-plus pricing, which of the following statement are correct?
选项：
A:It is often used when it is easy to determine the costs of the product.
B:The advantage for the buyer is that they can be assured of the final price they will pay.
C:It is often the case for large, complex projects such as roads and commercial building construction.
D:The seller adds their required profit margin as a dollar amount or percentage to the costs once the project is complete.
答案: 【It is often the case for large, complex projects such as roads and commercial building construction.;
The seller adds their required profit margin as a dollar amount or percentage to the costs once the project is complete.】

第八章 单元测试

1、多选题：
Which of the following statements are correct?
选项：
A:Sponsorship is a public relations tool.
B:In return for financial or other support, a sponsor will usually have the right to display or associate their brand name, logo, or advertising with an event or person.
C:Consumers are beginning to pay less attention to corporate sponsorships.
D:A sponsor must legally ensure that an event or person they are sponsoring has some form of relationship with their products or activities.
答案: 【Sponsorship is a public relations tool.;
In return for financial or other support, a sponsor will usually have the right to display or associate their brand name, logo, or advertising with an event or person.;
Consumers are beginning to pay less attention to corporate sponsorships.】

2、多选题：
Which of the following are disadvantages of personal selling over other promotional activities?
选项：
A:

Personal selling is time-consuming.

B:

The marketing message can be tailored to suit the potential buyer’s needs.

C:

Personal selling is relatively expensive.

D:

Personal selling has a more limited reach.

答案: 【

Personal selling is time-consuming.

;

The marketing message can be tailored to suit the potential buyer’s needs.

;

Personal selling has a more limited reach.

】

3、多选题：
A public relations campaign could potentially be used by an organisation for which of the following reasons?
选项：
A:To counter negative publicity
B:As part of crisis management
C:To build and sustain good relationships with stakeholders
D:To generate positive publicity and goodwill
答案: 【To counter negative publicity;
As part of crisis management;
To build and sustain good relationships with stakeholders;
To generate positive publicity and goodwill】

4、多选题：
Which of the following statements are correct?
选项：
A:

Advertising in magazines can be effective in reaching niche target markets.

B:

Advertising via television can be effective in targeting a geographically concentrated audience.

C:

Advertising in newspaper can be effective in reaching niche target markets.

D:

The overall effectiveness of advertising can be difficult to measure.

答案: 【

Advertising in magazines can be effective in reaching niche target markets.

;

Advertising via television can be effective in targeting a geographically concentrated audience.

;

Advertising in newspaper can be effective in reaching niche target markets.

】

5、多选题：
A public relations professional would likely engage in which of the following activities?
选项：
A:Lobbying
B:Event promotion
C:Product pricing
D:Media liaison
答案: 【Lobbying;
Event promotion;
Media liaison】

6、多选题：
Which of the following statements are correct in relation to post-purchase dissonance?
选项：
A:A consumer feeling they have purchased too much after a shopping trip is an example of post-purchase dissonance.
B:A consumer feeling they have purchased what they expected after a shopping trip is an example of post-purchase dissonance.
C:A consumer having second thoughts about the wisdom of a product purchase is an example of post-purchase dissonance.
D:A salesperson who follows up with a customer after they have made a purchase may be able to reduce that customer’s post-purchase dissonance.
答案: 【A consumer feeling they have purchased too much after a shopping trip is an example of post-purchase dissonance.;
A consumer having second thoughts about the wisdom of a product purchase is an example of post-purchase dissonance.;
A salesperson who follows up with a customer after they have made a purchase may be able to reduce that customer’s post-purchase dissonance.】

第九章 单元测试

1、多选题：
Intermediaries in a distribution channel can include _________.
选项：
A:

retailers

B:

customers

C:

wholesalers

D:

industrial distributors

答案: 【

retailers

;

wholesalers

;

industrial distributors

】

2、多选题：
Best Western allows people to book a motel room by contacting them, or via retail travel agents or online services such as wotif.com. Which of the following options best describes this distribution model?
选项：
A:selectively
B:Exclusive
C:Direct
D:Indirect
答案: 【selectively;
Direct;
Indirect】

3、多选题：
Which of the following distribution channels are correct?
选项：
A:Producer, wholesaler, retailer, consumer
B:Producer, agent/broker, consumer
C:Producer, consumer
D:Producer, retailer, wholesaler, consumer
答案: 【Producer, wholesaler, retailer, consumer;
Producer, agent/broker, consumer;
Producer, consumer】

4、多选题：
Which of the following would be relevant considerations for the location of a retail store?
选项：
A:

Proximity to complementary retailers.

B:

Whether the geographic area contains a significant proportion of their target market demographic.

C:

Customer access to public transport and public parking available in a potential area.

D:

Proximity to competitors.

答案: 【

Proximity to complementary retailers.

;

Whether the geographic area contains a significant proportion of their target market demographic.

;

Customer access to public transport and public parking available in a potential area.

;

Proximity to competitors.

】

5、多选题：
A benefit that retailers offer in the distribution channel is exchange efficiency. This means that _________.
选项：
A:

the number of sellers that consumers must deal with is reduced

B:

the number of parties that producers and wholesalers must deal with is reduced

C:

the number of parties that producers and wholesalers must deal with is increased

D:

the number of sellers that consumers must deal with is increased

答案: 【

the number of sellers that consumers must deal with is reduced

;

the number of parties that producers and wholesalers must deal with is reduced

】

6、多选题：
Discount stores are characterised by _________.
选项：
A:

high levels of customer service

B:

high turnover

C:

low margins

D:

self-service

答案: 【

high turnover

;

low margins

;

self-service

】

7、多选题：
Which of the followings are forms of direct marketing?
选项：
A:Telemarketing
B:Door-to-door selling
C:Automatic vending machines
D:Catalogue marketing
答案: 【Telemarketing;
Door-to-door selling;
Automatic vending machines;
Catalogue marketing】

8、多选题：
Which of the following statements are correct?
选项：
A:Wholesalers tend to deal with large volumes of products in their transactions.
B:Wholesaling does not include transactions with end consumers.
C:Wholesalers deal with businesses in the distribution channel.
D:Wholesalers generally advertise in the mass media.
答案: 【Wholesalers tend to deal with large volumes of products in their transactions.;
Wholesaling does not include transactions with end consumers.;
Wholesalers deal with businesses in the distribution channel.】

9、多选题：
Which of the followings are potential benefits provided by wholesalers?
选项：
A:A wholesaler can hold and manage a manufacturer’s inventory.
B:A wholesaler can promote and sell a manufacturer’s products to retailers.
C:A wholesaler can have bulk buying power with manufacturers and are able to pass on savings to retailers.
D:A wholesaler can reduce risk when conducting transactions.
答案: 【A wholesaler can hold and manage a manufacturer’s inventory.;
A wholesaler can promote and sell a manufacturer’s products to retailers.;
A wholesaler can have bulk buying power with manufacturers and are able to pass on savings to retailers.】

第十章 单元测试

1、多选题：
Which of the following statements are incorrect?
选项：
A:Direct distribution is particularly common for service products.
B:Direct distribution is particularly common for physical goods.
C:Direct distribution is particularly common for both goods and services.
D:Direct distribution isn’t particularly common for neither goods nor services.
答案: 【Direct distribution is particularly common for physical goods.;
Direct distribution is particularly common for both goods and services.;
Direct distribution isn’t particularly common for neither goods nor services.】

2、多选题：
Which of the following statements are correct?
选项：
A:Balancing supply and demand helps to overcome issues that may arise due to the service characteristic of perishability.
B:Services can be customised.
C:Services can be standardised.
D:Unlike physical goods, there can be no intermediaries in a service distribution channel.
答案: 【Balancing supply and demand helps to overcome issues that may arise due to the service characteristic of perishability.;
Services can be customised.;
Services can be standardised.】

3、多选题：
Which of the following characteristics distinguishes a service from a physical good?
选项：
A:

Intangibility

B:

Heterogeneity

C:

Perishability

D:

Inseparability

答案: 【

Intangibility

;

Heterogeneity

;

Perishability

;

Inseparability

】

4、多选题：
Which of the following statements are false?
选项：
A:The tangible nature of services makes their evaluation prior to purchase easy.
B:The intangible nature of services makes their evaluation prior to purchase difficult.
C:The tangible nature of services makes their evaluation prior to purchase difficult.
D:The intangible nature of services makes their evaluation prior to purchase easy.
答案: 【The tangible nature of services makes their evaluation prior to purchase easy.;
The tangible nature of services makes their evaluation prior to purchase difficult.;
The intangible nature of services makes their evaluation prior to purchase easy.】

5、多选题：
In order to reduce consumer feelings of uncertainty prior to purchasing a service, marketers can use _________.
选项：
A:

guarantees

B:

tangible cues

C:

positive word-of-mouth promotion

D:

honeyed but fraud words

答案: 【

guarantees

;

tangible cues

;

positive word-of-mouth promotion

】

6、多选题：
Which of the following would be classed as physical evidence in terms of the tangible cues that customers may use to evaluate a service?
选项：
A:Staff uniforms
B:Attitude
C:Delivery vehicles
D:Price
答案: 【Staff uniforms;
Delivery vehicles】

7、多选题：
Which of the following statements regarding services are correct?
选项：
A:A service is experienced.
B:A service is an intangible product offering that does not involve ownership.
C:A service is a tangible product offering that does involve ownership.
D:A service is a tangible product offering that does not involve ownership.
答案: 【A service is experienced.;
A service is an intangible product offering that does not involve ownership.】

8、多选题：
Which of the following could potentially reduce the heterogeneous nature of a service product?
选项：
A:The use of machinery
B:The use of technology
C:Reducing ing the number of transactions
D:Staff training
答案: 【The use of machinery;
The use of technology;
Staff training】