第一章 单元测试
1、单选题：
The core of marketing is:
选项：
A:Transaction
B:Production
C:Allocation
D:Promotion
答案: 【Transaction】
2、单选题：
The benefits that products offer relative to the cost of the products is called:
选项：
A:Price
B:Transaction
C:Needs
D:Value
答案: 【Value】
3、多选题：
The three main elements of market inlcude:
选项：
A:Some physical space
B:Some needs
C:People with unmet needs
D:Intention or desire to purchase
E:Ability to purcahse
答案: 【People with unmet needs;
Intention or desire to purchase;
Ability to purcahse】
4、判断题：
A product can satisfy functioanl needs or symbolic needs, but not both.
选项：
A:错
B:对
答案: 【错】
5、判断题：
A fundamental task of marketing is to discover and satisfy customer needs.
选项：
A:错
B:对
答案: 【对】
第二章 单元测试
1、单选题：
The first step in annual planning and control is ( ).
选项：
A:Specify implementation tasks
B:Set the goals
C:choose the target markets
D:Evaluate progress of implementation
答案: 【Set the goals】
2、单选题：
( ) is the most common way of organizing marketing function.
选项：
A:Organization by management
B:Organization by brand
C:Organziation by funcition
D:Organizatipon by product
答案: 【Organziation by funcition】
3、多选题：
The ways of organizing the markeitng department include ( ).
选项：
A:Organizatipon by product
B:Organization by geographic region
C:Organization by market management
D:Organziation by funcition
E:Organization by brand
答案: 【Organizatipon by product;
Organization by geographic region;
Organization by market management;
Organziation by funcition;
Organization by brand】
4、判断题：
The essence of marketing organization is about how to allocate human resources.
选项：
A:对
B:错
答案: 【错】
5、判断题：
Generally speaking, span of control and chain of command are positively correlated.
选项：
A:对
B:错
答案: 【错】
第三章 单元测试
1、单选题：
All of the following are macro-environment factors EXCEPT:
选项：
A:Competition
B:Economic
C:Demographic
D:Cultural
E:Social
答案: 【】
2、单选题：
The largest generation cohort in the west is:
选项：
A:Generation X
B:Baby boomers
C:Generation Y
D:Seniors
答案: 【】
3、多选题：
When analyzing competition, what factors should we look at?
选项：
A:Dierect competitors
B:Indirect competitors
C:Strengths and weakenesses of competitors
D:Number of competitors
E:Nature of competition
答案: 【】
4、判断题：
When analyzing competition, one should put more emphasis on direct competition than on indirect competition.
选项：
A:对
B:错
答案: 【】
5、判断题：
In a orligarplistic market, competitors are generally sensitive to each other’s price change.
选项：
A:错
B:对
答案: 【】
第四章 单元测试
1、单选题：
Marketing research provides _____ that aids decision making.
选项：
A:information
B:solution
C:ideas
D:analysis
答案: 【】
2、单选题：
All the following are qualitative research methods EXCEPT:
选项：
A:In-depth interview
B:Focus group
C:Experiment
D:Observation
答案: 【】
3、多选题：
Source of information for marketing decision making inlcude _____.
选项：
A:Marketing Research System
B:Internal secondary data
C:Marketing Analysis Sytem
D:Marketing Information System
E:Marketing intelligence
答案: 【】
4、判断题：
Before conducting primary research, one should first explore the option of secondary data.
选项：
A:对
B:错
答案: 【】
5、判断题：
Because focus group provides rich insights, one can use focus group findings to make predictions.
选项：
A:对
B:错
答案: 【】
第五章 单元测试
1、单选题：
A consumer’s unit of purchase is an individual or（ ）.
选项：
A:unit
B:society
C:family
D:collectivity
答案: 【】
2、单选题：
The purchasing process of consumers is the transformation of consumers’ purchasing motivation into（ ）.
选项：
A:purchasing willpower
B:purchasing behavior
C:purchasing psychology
D:purchasing intentions
答案: 【】
3、多选题：
Factors influencing consumer buying behavior include（ ）.
选项：
A:social factors
B:individual factors
C:cultural factors
D:situational factors
答案: 【】
4、判断题：
Different social classes have different preferences for the same kind of consumer goods.
选项：
A:对
B:错
答案: 【】
5、判断题：
Male customers are more decisive and quick when buying goods, while female customers tend to choose carefully.
选项：
A:错
B:对
答案: 【】
第六章 单元测试
1、单选题：
Market segmentation refers to the process in which enterprises divide the market according to the ( ) of consumers in certain aspects.
选项：
A:heterogeneity
B:particularity
C:proportionality
D:similarity
答案: 【】
2、单选题：
The most attractive market segment should have characteristics of（ ）
选项：
A:High barriers to entry and low barriers to exit
B:High barriers to entry and high barriers to exit
C:Low barriers to entry and low barriers to exit
D:Low barriers to entry and high barriers to exit
答案: 【】
3、多选题：
When choosing target market strategy, consideration should be given to （ ）.
选项：
A:Market characteristics
B:Product attribute
C:Enterprise resource
D:Strategic competitor
E:Product life cycle
答案: 【】
4、判断题：
Large users usually make up only a small percentage of total consumption, so their share is low.
选项：
A:对
B:错
答案: 【】
5、判断题：
The key to winning and maintaining long-term consumer spending is to understand consumers’ needs and buying processes more accurately than competitors, and to provide them with more value.
选项：
A:对
B:错
答案: 【】
第七章 单元测试
1、单选题：
The so-called bidirectional extension of product line means that the enterprise originally located in the mid-range product market will extend to the two ( ) directions of product line after mastering the market advantage.
选项：
A:left and right
B:back and forth
C:up and down
D:east and west
答案: 【
2、单选题：
People do not buy cosmetics to obtain some of its chemical components, but to obtain beauty, from this point of view, the beautification function that cosmetics product provide is a case of（ ）.
选项：
A:Form product layer
B:Potential product layer
C:Additional product layer
D:Core product layer
答案: 【】
3、多选题：
According to consumers’ buying habits，products can be classified into（ ）.
选项：
A:convenience goods
B:shopping goods
C:specialty goods
D:first aid items
E:durable goods
答案: 【】
4、判断题：
Product is an important factor in the marketing mix, and other factors such as price, distribution and promotion must be decided on the basis of product.
选项：
A:错
B:对
答案: 【】
5、判断题：
Once the new product is successfully tested in the market, it means that the new product can be quickly accepted by consumers, and the enterprise can obtain rich profits.
选项：
A:对
B:错
答案: 【】
第八章 单元测试
1、单选题：
In the case of overproduction, facing fierce competition or trying to change consumer demand, enterprises’ main objective of pricing is （ ）.
选项：
A:Current profit maximization
B:Make the company survive
C:Product cost minimization
D:Maximization of market share
答案: 【
2、单选题：
Average fixed cost is the share of total fixed cost divided by （ ）.
选项：
A:average total cost
B:total cost
C:variable costs
D:production volume
答案: 【
3、多选题：
The advantages of cost-plus pricing include （ ）.
选项：
A:Price competition may be minimized
B:Feeling fair
C:Accurate pricing
D:Conducive to profit maximization
E:Greatly simplifies the pricing process
答案: 【】
4、判断题：
The higher the unit price is, the more profit maximization can be realized.
选项：
A:对
B:错
答案: 【】
5、判断题：
If the demand for a good is elastic, a moderate reduction in price at this time can increase sales and may also increase profits.
选项：
A:对
B:错
答案: 【】
第九章 单元测试
1、单选题：
Manufacturers of low unit cost products usually select ( ) to distribute their products.
选项：
A:brokers
B:agents
C:retailers
D:wholesalers
答案: 【
2、单选题：
A marekting channle where there are only a limited number of intermediaries at the same dsitribution stage is called ( ).
选项：
A:narrow channel
B:short channel
C:Long channel
D:wide channel
答案: 【】
3、多选题：
The major types of retail stores include ( ).
选项：
A:Specialty store
B:Direct sale TV
C:Convenience store
D:Supermarket
E:Discount store
答案: 【】
4、判断题：
Intenstive distribution is suitable for shopping goods and specialty goods.
选项：
A:错
B:对
答案: 【】
5、判断题：
Direct channle is the major type of distribution for consumer goods.
选项：
A:错
B:对
答案: 【】
第十章 单元测试
1、单选题：
Which of the following is true about the relationship between promotion and marketing?( )
选项：
A:Promotion is marketing
B:Promotion is an integral part of marketing strategy
C:Promotion is the development of marketing
D:The key of marketing is promotion
答案: 【】
2、单选题：
The core of the promotion work is（ ）.
选项：
A:Prospecting for customers
B:Communication
C:Selling products
D:Building good relationships
答案: 【
3、多选题：
Regarding the classification of advertising targets, which of the following statement is correct? ( )
选项：
A:Reminder advertising is very important in the maturity of a product
B:Persuasive advertising is very important in the competitive period of products
C:Persuasive advertising is important in the maturity of a product
D:Notification advertising is mainly used to promote new products
答案: 【】
4、判断题：
All the promotion means of enterprises can be divided into two categories, one is personal marketing, the other is the mass marketing.
选项：
A:对
B:错
答案: 【】
5、判断题：
During the input period, more advertisements should be made to promote the functions of the products.
选项：
A:错
B:对
答案: 【】
第十一章 单元测试
1、单选题：
The key to digitally integrated marketing is ( ).
选项：
A:consumption growth rate
B:market share
C:market growth rate
D:consumer share
答案: 】
2、单选题：
Digital marketing is the activity, set of insitutions, and processes for creating, communicating, and transacting value for customers and other stakeholders through ( ).
选项：
A:internet technology
B:social media
C:mobile technology
D:digital technology
答案: 【
3、多选题：
The major platforms for digital marketing inlcude ( ).
选项：
A:Search engines
B:Emails
C:Social media
D:mobile device
E:Websites
答案: 【】
4、判断题：
Digital marketing is the most important marketing instrument in today’s world.
选项：
A:对
B:错
答案: 【】
5、判断题：
Consumer interactivity refers to the phenomenon that people want to stay connected with their device, friends, work, and study at all times.
选项：
A:对
B:错
答案: 【】
第十二章 单元测试
1、单选题：
The part of the brand that can be addressed in language that makes a sound is called（ ）.
选项：
A:brand logo
B:label
C:trademark
D:brand name
答案: 【
2、单选题：
The basic meaning of a brand is that it represents a specific ( ).
选项：
A:culture
B:commodity attribute
C:consumer type
D:interest
答案: 【
3、多选题：
A brand reflects the relationship between an enterprise and its customers, and the depth and breadth of this relationship usually requires perspective in many aspects, such as ( ).
选项：
A:brand design
B:brand loyalty
C:brand association
D:brand perceived value
E:brand awareness
答案: 【
4、判断题：
Brand equity embodies its value by providing services to consumers and businesses.
选项：
A:对
B:错
答案: 【】
5、判断题：
The appreciation of brand equity often happens during usage.
选项：
A:错
B:对
答案: 【】
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