注：不含主观题
第 1 题
单选题
(20 分) According
to management guru Peter Drucker, “The aim of marketing is to
.”() A maximize profits of the companyB emphasize customer wants and not customer needsC make selling unnecessaryD fulfill unrealistic
customer expectations
第 2 题
单选题
(20 分) According to the five-step model of the marketing process, which of
the following is the third
step in creating value for customers?
() A designing a customer-driven marketing strategyB understanding the marketplace and customer needsC constructing an integrated marketing program that delivers superior
valueD building profitable relationships and creating customer delight
第 3 题
单选题
(20 分) Wants
are human needs that are shaped by( )( )and
individual personality.
() A cutlureB ageC lifestyleD purchasing
power
第 4 题
单选题
(20 分) Broadly
defined, marketing
is defined as a social and managerial process by which individuals and organizations obtain what they need and want through . () A research
and developmentB innovation and creativityC manufacturing efficienciesD value creation and exchange
第 5 题
单选题
(20 分) It
is most accurate to say that when customers purchase products they act on as they judge values and costs.
() A objective valueB perceived
valueC customer lifetime valueD company image
Quiz
第 1 题
单选题
(20 分) Which of the following marketing management orientations focuses primarily on improving efficiencies along the supply chain?
() A production conceptB product conceptC selling conceptD marketing concept
第 2 题
单选题
(20 分) Which of the following marketing management concepts is most likely
to lead to marketing myopia?
() A customer-driven marketing conceptB customer-driving marketing conceptC marketing conceptD product concept
第 3 题
单选题
(20 分) Railroads were once operated based on the thinking that users wanted
trains that would offer the most in quality, performance, and
innovative features. The railroad managing companies overlooked the fact that there could be other modes of transportation. These
companies suffered from ( ).
() A low efficiencyB high costC profit
lossD marketing
myopia
第 4 题
单选题
(20 分) The societal marketing concept seeks to establish a balance between
.
() A customer lifetime value and customer equityB an inside-out perspective and an outside-in perspectiveC consumer short-run wants and consumer long-run welfareD marketing mixes and market offerings
第 5 题
单选题
(20 分) Which of the following statements reflects the marketing concept? () A Focus on making continuous product improvements.B Undertake a large-scale selling and promotion effort.C Emphasize an inside-out perspective.D Consider customer focus and value as the paths to sales and profits.
Quiz
第 1 题
单选题
(20 分) A marketing-orientated manager sees everyone as different and practices ( )which
aims at some specific target customers with a tailored marketing mix. () A targeting marketingB mass marketingC person marketingD service marketing
第 2 题
单选题
(20 分) To
design a winning marketing strategy, the company must first
decide .
() A whom
it will serveB what
it will provideC how
it will communicate with its customersD what
price it will set on its products
第 3 题
单选题
(20 分) Selecting which segments of a population to serve is called
.
() A market segmentationB positioningC customizationD target marketing
第 4 题
单选题
(20 分) An organic farmer has identified three distinct groups that might be
interested in his products: vegetarians, health-conscious
individuals, and people identified as trendsetters who try out new
products in the market before others. These three groups are examples of .
() A marketing mixesB market segmentsC value propositionsD market offerings
第 5 题
单选题
(20 分) ( )
involves
evaluate each market segment’s attractiveness and selecting one
or more segments to enter. () A Market
segmentingB MarketpositioningC Market
modificationD Markettargeting
Quiz
第 1 题
单选题
(20 分) Which of the following customer questions is answered by a company’s
value proposition?
() A “Why should I buy your brand rather than a competitor’s?”B “What is your company’s estimated customer equity?”C “What are the costs involved in the production of your brand?”D “What is the budget allocated
by your company for research and
development?”
第 2 题
单选题
(20 分) Which of the following refers to a set of benefits that a company promises to deliver to customers to satisfy their needs?
() A customer lock-inB a cartelC marketing mixD value proposition
第 3 题
单选题
(20 分) ( )
is arranging for a product or brand to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. () A Market
segmentationB Market positioningC Market
modificationD Market targeting
第 4 题
单选题
(20 分) Positioning
is not what you do to a product. Positioning is what you do to ( )
. () A the
distributionB the
customer mindC the
communicationD the
price
第 5 题
单选题
(20 分) Which of the following is not a key to positioning a product or brand
effectively in the minds of potential customers? () A Identify the characteristics of potential customers.B Identify
the important attributes for a product or brand class.C Discover
how target customers rate competing products or brands with respect to these attributes.D Discover
where the company’s product or brand is on these attributes in minds of potential customers.
Quiz
第 1 题
单选题
(20 分) The set of marketing tools a firm uses to implement its marketing strategy is called the .
() A promotion mixB product mixC marketing mixD market offering
第 2 题
单选题
(20 分) The major marketing mix tools are classified into four groups, namely
product, price, place, and ( )
. () A promotionB peopleC propositionD procedure
第 3 题
单选题
(20 分) The firm must blend each marketing mix tool into a comprehensive ( )marketing
program that communicates and delivers the intended value to chosen customers. () A distinctiveB attractiveC effectiveD integrated
第 4 题
单选题
(20 分) Designing an effective marketing mix also conveys to potential buyers
a clear customer ( )
, which is a cluster of benefits that an organization promises
customers to satisfy their need. () A perceptionB value
propositionC interestD solution
第 5 题
单选题
(20 分) From the buyer’s viewpoint, in this age of customer value and relationships, the four Ps might be better described as the four Cs: ( ),
customer cost, convenience, and communication. () A customer
solutionB customer
satisfactionC customer
interestD customer
perception
Quiz
单选题
(20 分) Bill Henderson is opening a new commercial children’s play space and is studying the factors that are close to the company that affect its ability to serve its future customers—the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What is Bill studying? A the macroenvironmentB the microenvironmentC the marketing environmentD the global environment
第 2 题
单选题
(20 分) You are directed to study the factors that are larger societal forces that affect your company—demographic, economic, natural, technological, political, and cultural. What are you studying? A the macroenvironmentB the microenvironmentC the marketing environmentD the global environment
第 3 题
单选题
(20 分 ) Banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods and services are referred to as . A financial intermediariesB physical distribution firmsC marketing service agenciesD resellers or wholesalers
第 4 题
单选题
(20 分) Which type of public is a television station that carries news, features, and editorial opinions about your area? A financialB mediaC citizen-actionD local
第 5 题
单选题
(20 分) A consumer organization, environmental group, or minority group has challenged your firm’s stand on a local issue. This is an example of a public. A generalB localC governmentD citizen-action
Quiz
第 1 题
单选题
(20 分) Your advertising agency is currently researching the gender, education, location, age, and occupations of your target market. What is this environment called? A demographicB psychographicC geographicD product-use
第 2 题
单选题
(20 分) According to the studies of Ernst Engle, as incomes rise people spend a percentage on food than before. A higherB much higherC lowerD much lower
第 3 题
单选题
(20 分) With regard to the natural environment, the major trend of interest to marketers is the . A number of protestors against misuseB shortages of raw materialsC increases in recyclingD all of the above
第 4 题
单选题
(20 分) You manufacture and market pesticides and fertilizers. Which of the following natural environment trends mentioned in your text should you be concerned about? A shortages of raw materialsB increased pollutionC increased government intervention D increased acid rain
第 5 题
单选题
(20 分) A society’s institutions and other forces that shape its basic
values, perceptions, preferences, and behaviors are its
environment. A socialB culturalC technologicalD natural
Quiz
第 1 题
单选题
(20 分) Which of the following is the first step of marketing research
process? A Developing an approach to the problemB Defining the problemC Data collectionD Data analysis
第 2 题
单选题
(20 分) Marketing research involves all of the following regarding information EXCEPT: A identification. B collection. C analysis. D manipulation. E dissemination.
第 3 题
单选题
(20 分) When the information gained by marketing research will improve the quality of the marketing decision, we don’t consider the expenditure. A TrueB False
第 4 题
单选题
(20 分) services are companies that collect and sell common pools of data shared by a number of clients. A SyndicatedB CustomizedC InternetD Field
第 5 题
单选题
(20 分) When secondary data are analyzed in a qualitative way, it’s research; when secondary data are analyzed in a quantitative way, it’s research. A Exploratory; DescriptiveB Exploratory; CausalC Descriptive; ExploratoryD Descriptive; Causal
Quiz
第 1 题
单选题
(20 分) Exploratory research is research conducted to gain ideas and insight into the problem confronting the management or the researcher. A TRUEB FALSE
单选题
(20 分) When little is known about the problem situation, it is desirable to begin with descriptive research. A TRUEB FALSE
第 3 题
单选题
(20 分) Secondary data is data originated by the researcher for the specific purpose of addressing the research problem. A TRUEB FALSE
第 4 题
单选题
(20 分) is an unstructured, exploratory research methodology based on small samples, which provides insights and understanding of the problem setting. A Quantitative research B Qualitative research C
Experimental research D Hypothetical research
第 5 题
单选题
(20 分) are the most important qualitative research procedures. A Focus groupsB Depth interviewsC Projective techniquesD Association techniques
Quiz
第 1 题
单选题
(20 分) is an observational research strategy in which human observers record the phenomenon being observed as it occurs. A Mechanical observationB Virtual observation C Personal observation D Perceptual observation
第 2 题
单选题
(20 分) The recording of behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest is called . A projection B observation C description D exploration
第 3 题
单选题
(20 分) An observational research strategy in which mechanical devices, rather than human observers, record the phenomenon being observed is called . A personal observation B virtual observation C perceptual observation D mechanical observation
第 4 题
单选题
(20 分) T/F: A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the survey method. A TRUEB FALSE
第 5 题
单选题
(20 分) The percentage of the total attempted interviews that are completed is referred to as . A sample control B response rate C social desirability D interviewer bias
Quiz
第 1 题
单选题
(20 分) T/F: Causality refers to when the occurrence of X causes the occurrence of Y. A TRUEB FALSE
第 2 题
单选题
(20 分) The process of manipulating one or more independent variables and measuring their effect on one or more dependent variables while controlling for the extraneous variables is called a(n) . A experiment B test unit C hypothesis D theory
第 3 题
单选题
(20 分) variables are variables that are manipulated by the researcher and whose effects are measured and compared. A DependentB
Interdependent C Extraneous D Independent
第 4 题
单选题
(20 分) All of the following are good examples of independent variables EXCEPT: A price levels. B package designs. C advertising themes. D sales.
第 5 题
单选题
(20 分) Individuals, organizations, or other entities whose responses to independent variables or treatments are being studied are called . A hypotheses B independent variables C test units D dependent variables
Quiz
第 1 题
判断题
(20 分) A questionnaire is an informal set of questions for obtaining information from respondents.
第 2 题
判断题
(20 分) A single question that attempts to cover two issues is called a double-barreled question.
第 3 题
单选题
(20 分) A(n) is a structured technique for data collection that consists of a series of questions, written or verbal, which a respondent answers. A questionnaire B observation C focus group D test market
第 4 题
单选题
(20 分) Initial questions in questionnaires that screen potential respondents to ensure they meet the requirements of the sample are called . A double-barreled questions B filter questions C random questions D coefficient questions
第 5 题
单选题
(20 分) A(n) is a subgroup of the elements of the population selected for participation in the study. A census B element C incident D sample
Quiz
第 1 题
判断题
(20 分) All fieldwork involves the selection, training, and supervision of persons who collect data.
第 2 题
单选题
(20 分) Which of the following is NOT a stage of the data preparation process? A questionnaire design B editing C transcribing D data cleaning
第 3 题
判断题
(20 分) T/F: Report preparation and presentation is the last step in the marketing research project.
第 4 题
单选题
(20 分) Which of the following is NOT a step in the marketing research process? A problem definition B problem correction C research design formulation D report generation and presentation E data preparation and analysis
第 5 题
单选题
(20 分) The marketing chief of Fossil is considering the introduction of a super functional, fashionable wristwatch for men and women priced at 99.Forthis,hedecidedon30telephonicinterviewsfromtheircustomerdatabase, 50validsurveyresponsesfromindividualswhoseincomeisgreaterthan60,000
and 2 focus-groups. To which of the six steps of the marketing research
process do the actions of the marketing chief for Fossil fall into? A defining the problem B developing an approach to the problem C doing analysis D doing fieldwork or collecting data E formulating the research design
Quiz
第 1 题
单选题
(20 分) A(n) is a person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea. A lifestyleB motiveC beliefD attitudeE perception
第 2 题
单选题
(20 分) When customers have low involvement in a purchase but perceive significant brand differences, they will most likely engage in . A complex buying behaviorB dissonance-reducing buying behaviorC habitual buying behaviorD variety-seeking buying behaviorE consumer ethnocentrism
第 3 题
单选题
(20 分) Family is one of the factors that influence consumer behavior. A regionalB socialC personalD psychologicalE business
第 4 题
单选题
(20 分) A buyer’s decisions are influenced by such as the buyer’s age and life-cycle stage, occupation, economic situation, lifestyle, personality, and self-concept. A personal characteristicsB stereotypesC perceptionsD attitudesE psychographics
第 5 题
单选题
(20 分) Which subject below is the most relevant to consumer research? A mathB historyC linguisticsD psychologyE philosophy
Quiz
第 1 题
单选题
(20 分) People tend to develop a preference for things merely because they are familiar with them. The reason for this tendency is called A Mere exposure effectB ConformityC Pain of payingD Number gamesE Anchor effect
第 2 题
单选题
(20 分) We tend to buy what others buy, this is due to A Mere exposure effectB ConformityC Number gamesD Pain of payingE Anchor effect
第 3 题
单选题
(20 分) Each culture contains smaller , or groups of people with shared value systems based on common life experiences and situations. A cultural universalsB reference groupsC subculturesD monoculturesE social networks
第 4 题
单选题
(20 分 ) are society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. A Social classesB Societal normsC social networksD Reference groupsE Social networks
第 5 题
单选题
(20 分) are groups to which an individual wishes to belong, as when a young basketball player hopes to play someday for the Los Angeles Lakers. A Membership groupsB Aspirational groupsC Leading adoptersD SubculturesE Reference groups
Quiz
第 1 题
单选题
(20 分) Jonah Berger (2013) proposed Rule of to explain how consumers respond to discounts. A 100B 80C 50D 30E 10
第 2 题
单选题
(20 分) Which payment method listed below is the most psychologically painful one? A debit cardB credit cardC cashD mobile paymentE check
第 3 题
单选题
(20 分) Which payment method listed below is least psychologically painful one? A debit cardB credit cardC cashD mobile paymentE check
第 4 题
单选题
(20 分) After analyzing 27,000 real estate transaction samples, Thomas, Simon and Kadiyali (2007) find that when the price is accurate, buyers are more willing to buy. A moreB less
第 5 题
单选题
(20 分) To build a perception of cheap prices, sellers should put the original price on the and the current price on the 。 A left; rightB right; left
Quiz
第 1 题
单选题
(20 分) Which one of the followings is not a stage in a consumer’s decision making journey? A need recognitionB information searchC evaluate alternativesD problem solvingE post-purchase evaluation
第 2 题
单选题
(20 分) Facebook and Twitter are both examples of . A brand alliancesB opinion leadersC social networksD early adoptersE market
mavens
第 3 题
单选题
(20 分) The scientist who proposed the theory of mental accounting is . A KahnemanB ThalerC TverskyD ZimbardoE Ariely
第 4 题
单选题
(20 分) James has decided to buy a new vehicle. His brother John has recently purchased a new truck and recommends the same model to James. James finally decides to buy the same truck. Which of the following sources of information has most likely influenced James’ purchase decision? A experiential sourcesB public sourcesC personal sourcesD commercial sourcesE market mavens
第 5 题
单选题
(20 分) John has decided to buy a particular smartphone that he saw reviewed online. Which of the following sources of information has most likely influenced John’s purchase decision? A laggardsB commercial sourcesC public sourcesD personal sourcesE market mavens
Quiz
第 1 题
单选题
(20 分) The price of a given product often affects how consumers perceived its quality, this effect emerges because of . A Decision making journeyB Mental accountingC Anchor effectD Cognitive dissonance E Consumerism
第 2 题
单选题
(20 分) Which of the following product characteristics refers to the degree to which the innovation appears superior to existing products? A
compatibilityB complexity
divisibilityC communicabilityD relative advantageE
第 3 题
单选题
(20 分) A(n) is a descriptive thought that a person has about something. A lifestyleB motiveC beliefD attitudeE cognition
第 4 题
单选题
(20 分) are minor stimuli that determine where, when, and how a person responds to an idea. A CuesB DrivesC ReinforcersD CognitionsE Impulses
第 5 题
单选题
(20 分) Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about . A alternative evaluationB subliminal advertisingC selective retentionD cognitive dissonanceE selective communication
Quiz
第 1 题
单选题
(1 分) Almost all major purchases result in , or discomfort caused by postpurchase conflict. A need recognitionB cognitive dissonanceC consumer ethnocentrismD conspicuous consumptionE consumer capitalism
第 2 题
单选题
(1 分) When someone or something we favor engages in negative news, most of us choose to defend for them even knowing the wrong. This is because of A need recognitionB cognitive dissonanceC consumer ethnocentrismD conspicuous consumptionE consumer capitalism
第 3 题
单选题
(1 分) In the context of branding, which one of the following terms relates to cognitive dissonance A brand assetB brand equityC brand positioningD brand loyaltyE brand image
第 4 题
单选题
(1 分) It’s usually very hard to quit smoking or drinking. A very important psychological reason is A need recognitionB cognitive dissonanceC consumer ethnocentrismD conspicuous consumptionE consumer capitalism
第 5 题
单选题
(1 分) Stephanie and John wanted to purchase a high-end sports car. They viewed a commercial for a particular sports car that highlighted the cost, design, and power of the car. After viewing the ad, Stephanie felt that the car’s price was acceptable, considering the superior and unique design. John thought that the car was expensive owing to the high power engine installed in it. They used the information in different ways, focusing on issues that that each considered important. Which of the following concepts does this scenario demonstrate? A selective distortionB consumer ethnocentrismC selective retentionD selective attentionE selective perception
Quiz
第 1 题
单选题
(20 分) “Many companies today are localizing their products, advertising, promotion, and sales effort to fit the needs of individual regions, cities, and neighborhoods” This is an example of . A behavioral segmentationB geographic segmentationC psychographic segmentationD demographic segmentation
第 2 题
单选题
(20 分) Delta Motorworks markets its cars based on the age, gender, and
income of its customers. Which of the following types of market segmentation is evident here? A geographic segmentationB benefit segmentationC occasion segmentationD demographic segmentation
第 3 题
单选题
(20 分) segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product. A BehavioralB PsychographicC Age and life cycleD Gender
第 4 题
单选题
(20 分) Which of the following is NOT a common variable used by both consumer and business marketers while segmenting markets? A loyalty statusB operating characteristicsC usage rateD benefits sought
第 5 题
单选题
(20 分) When the size, purchasing power, and profile of a market segment can be calculated, the market is . A measurableB profitableC substantialD actionable
Quiz
第 1 题
单选题
(20 分) A consists of a set of buyers who share common needs or characteristics that the company decides to serve. A marketing channelB target marketC citizen-action groupD segment market
第 2 题
单选题
(20 分) With a(n) marketing strategy, a firm goes after a large share of one or a few smaller niches. A individualB massC concentratedD differentiated
单选题
(20 分) refers to a market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer. AConcentrated marketingB Local marketingC Niche marketingD Undifferentiated marketing
第 4 题
单选题
(20 分) A segment is less attractive if it . A is difficult for new entrants to enter B is substantialC already contains many strong and aggressive competitorsD contains weak suppliers
第 5 题
单选题
(20 分) A public relations firm tailors its advertising and promotional services according to the needs and preferences of specific customers. This exemplifies . A mass marketingB individual marketingC segmented marketingD concentrated marketing
Quiz
第 1 题
单选题
(20 分) involves actually distinguishing the firm’s market offering to create superior customer value. A Mass customizationB Market segmentationC DifferentiationD Market targeting
第 2 题
单选题
(20 分) positioning involves providing the most upscale product or service and charging a higher price to cover the higher costs. A More for moreB More for the sameC More for lessD Same for less
第 3 题
单选题
(20 分) Pierre’s Mart, a grocery store in New Orleans, Louisiana, offers less merchandise selection and fairly low levels of service. Despite the lackluster service and limited selection of merchandise,
customers still flock to Pierre’s because it charges rock-bottom prices. Pierre’s Mart most likely uses the positioning. A more for the sameB more for less C same for less D less for much less
第 4 题
单选题
(20 分) Through differentiation, brands can be differentiated on features, performance, or style and design. A servicesB channelC productD people
第 5 题
单选题
(20 分) A refers to the way a product is defined by consumers on important attributes—the place the product occupies in consumers’ minds relative to competing products. A core competencyB value streamC value propositionD product position
Quiz
第 1 题
单选题
(20 分) Which of the following is true with regard to products? A The quality of products is far more difficult to measure than that of services.B Products do not include experiences, organizations, persons, places, and ideas.C Products are not meant for sale in the market.D Products include services, events, persons, places, organizations, ideas, or a mixture of these.E Products refer to only those activities that are essentially intangibe
第 2 题
单选题
(20 分) are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. A LiabilitiesB ServicesC BrandsD Consumer productsE Specialty products
第 3 题
单选题
(20 分) Which of the following exemplifies a service? A candyB laptopC retailD carE laundry detergent
第 4 题
单选题
(20 分) Marketing mix planning begins with . A building an offering that brings value to target customersB finding a suitable promotion strategy for the productC setting a reasonable price for the productD selecting the right channel for distribution of the productE calculating the total costs involved in manufacturing the product
第 5 题
单选题
(20 分) Which of the following is true with regard to services? A Services refer to purely tangible products.B Services are a form of product that consists of activities, benefits, or satisfactions offered for sale.C Services can be stored for later use.D Services can be easily separated from their providers.E Services are tangible product offerings whose quality can be easily measured.
Quiz
第 1 题
单选题
(20 分) are industrial products. A Major appliancesB Laundry detergentsC Life insurance policiesD Office suppliesE Legal services
第 2 题
单选题
(20 分) Consumer products refer to . A products purchased by consumers for further processing or for use in conducting a businessB products and services bought by final consumers for personal consumptionC primarily intangible offerings from marketersD raw materials as well as manufactured materials and partsE products that aid in the consumer’s production or operations, including installations and accessory equipment
单选题
(20 分) are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort. A unsought productsB capital itemsC shopping productsD convenience productsE supplies and repair services
第 4 题
单选题
(20 分) Which of the following is an example of a convenience product? A fast foodB ) diamond ringC furnitureD life insuranceE refrigerator
第 5 题
单选题
(20 分) are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. A shopping productsB convenience productsC unsought productsD capital itemsE supplies and repair services
Quiz
第 1 题
单选题
(20 分) Flurrbies, a brand of unique winter accessories that quickly fell in and out of favor with customers, is an example of a . A styleB fashionC fadD normE subculture
第 2 题
单选题
(20 分) When Kraft focused on cost cutting with its older, established brands, leaving them to wither without much investment or modification, Kraft decided to the older products. A extendB modifyC dropD harvestE analyze
第 3 题
单选题
(20 分) A is a name, term, sign, symbol, design, or a combination of these, that identifies the maker or seller of a product or service.
A featureB brandC line extensionD package E value chain
第 4 题
单选题
(20 分) Keller (2016) defines five levels of meaning for a product, which does not include A the core benefit levelB generic proudct levelC expected product levelD augmented and potential product levels.E consumer level
第 5 题
单选题
(20 分) Many marketing managers define a brand as more than just that— as something that has actually developed a certain amount of something, which does not include A associationsB value chainC awarenessD reputationE prominence
Quiz
第 1 题
单选题
(20 分) Brands offer to consumers. Because of past experiences with the product and its marketing programmes over the years, consumers learn about which brands satisfy their needs and which ones do not. A a special meaningB a special organizationC a special placeD a special personE a special promotion
第 2 题
单选题
(20 分) From an economic preceptive, brands facilitate consumers to for products both internally (in terms of how much they have to think) and externally (in terms of how much they have to look around). A keep their trust and loyaltyB improve their quality C offer special meaningsD reduce search costsE offer legal protection
第 3 题
单选题
(20 分) Brands provide firms . A brand can have intellectual property rights, offering legal title to the brand owner. A an identification of the source of productB an assignment of responsibility to product makerC a promise, bond, or pact with a product makerD legal
protection for unique features or aspects of a productE a symbolic device and signal of quality
第 4 题
单选题
(20 分) What do brands matter to firm? Which one does not include? A a means of identification to simplify handling or tracingB a legal means to protect unique featuresC a means to support products with unique associationsD a source of competitive advantage and financial returnsE an assignment of responsibility to product maker
第 5 题
单选题
(20 分) What do brands matter to consumers? Which one does not include? A a source of competitive advantage and financial returnsB an assignment of responsibility to product makerC an identification of the source of productD a promise, bond, or pact with a product makerE a symbolic device and signal of quality
Quiz
第 1 题
单选题
(20 分) What is co-branding? which one does include? A identifies the product or brand, describes several things about the product, and promotes the brandB occurs when two or more existing brands are combined into a joint product or are marketed together in some fashionC include experiences, organizations, persons, places, and ideasD find out how they can create the most satisfying brand experienceE fast-becoming synonymous with top-notch customer service
第 2 题
单选题
(20 分) Co-branding has been around for years. In your view, which one is not a kind of co-branding? A FAW-VolkswagenB Xiaomi & Hatsune MikuC Xiaomi &Line FriendsD D&GE Uniqlo & KAWS
第 3 题
单选题
(20 分) Co-branding can bring lots of benefits to two brands. In your view, which one is not a kind of successful co-branding? A FAW- VolkswagenB Xiaomi & Hatsune MikuC Heytea & DurexD Uniqlo & KAWSE Godiva & Slim-Fast
第 4 题
单选题
(20 分) The companies can get lots of benefits from co-branding. Which one does not include? A borrow the necessary expertiseB leverage equity they do not haveC reduce the cost of product introductionD reduce the cost of product promotionE improve product quality
第 5 题
单选题
(20 分) Some companies obtain the rights to use the names or symbols previously created by other manufacturers for a fee. This process is known as . A multibrandingB positioningC segmentingD co- brandingE licensing
Quiz
第 1 题
单选题
(20 分) Why do companies fail to conduct co-branding? Which one does not include? A loss of control of the co-branded productB risk of brand equity dilutionC lack of brand focus and clarityD negative feedback effectsE borrow the necessary expertise
第 2 题
单选题
(20 分) Ingredient branding refers to . A a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.B creating brand equity for materials, components, or parts that are necessarily contained within other branded products.C developing a product or service involves defining the benefits that it will offerD consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. E the characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs.
第 3 题
单选题
(20 分) Not all types of ingredient branding are co-branding. Which one is not a type of ingredient branding? A Intel insideB Nutra Sweet and Diet CokeC Tide’s lavender-scented detergentD Teflon non-stick coatingE JD Pay & MacDonald
第 4 题
单选题
(20 分) Companies can get lots of benefits of ingredient branding. Which one does not include? A a cost-effective means to differentiate a company/brand and to expand sales opportunities.B creates consumer pull where the firm can generate greater sales at a higher margin.C more stable and have broader customer demand and better long-term supplier – buyer relationships.D the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds.E the direct revenue from the cost effectiveness of the supplied ingredients and the possible extra revenue from the royalty rights paid to display the ingredient brand.
第 5 题
单选题
(20 分) Ingredient branding also has some risks and costs. Which one does not include? A The costs of a supporting marketing communication programme can be very high.B There is a loss of control of the host brand because marketing programmes for the host brand and the ingredient supplier might have different objectives and result in consumers getting different signals from them.C It might also cause consumer confusion about what the ‘real brand’ is because the ingredient brands become very famous.D It requires demining a frame of reference: by identifying the target market and the nature of competition, and the ideal points of points-of-parity and points-of-difference brand associations.E The sustainability of the competitive advantage of the host brand may not be possible because brands that follow may benefit from consumers’ increased understanding of the role of the ingredient.
Quiz
单选题
(20 分) is the assignment of value, or the amount a consumer must give to receive a product. A ProfitB ExchangeC PriceD DemandE Yield
第 2 题
单选题
(20 分) Which of the following statements about price is true? A Pricing is the least important marketing mix element.B Price is always a monetary value.C Price can mean exchange of nonmonetary goods or services.D Most consumers believe price has little influence on their purchase decisions.E Pricing is unaffected by changes in the business cycle.
第 3 题
单选题
(20 分) Which of the following is an external influence that affects pricing decisions? A the salaries of production managementB competitionC the salaries of finance managementD overall pricing objectivesE the company’s overall marketing strategy
第 4 题
单选题
(20 分) What sets the ceiling for product prices? A product manufacturing costsB sellers’ perceptions of the product’s valueC customer perceptions of the product’s valueD variable costsE break-even volume
第 5 题
单选题
(20 分) What sets the ceiling for product prices? A product manufacturing costsB sellers’ perceptions of the product’s valueC customer perceptions of the product’s valueD variable costsE break-even volume
Quiz
第 1 题
单选题
(20 分) What sets the ceiling for product prices? A product manufacturing costsB sellers’ perceptions of the product’s valueC customer perceptions of the product’s valueD variable costsE break-even volume
第 2 题
单选题
(20 分) What sets the floor for product prices? A consumer perceptions of the product’s valueB product costsC competitors’ strategiesD advertising budgetsE market competition
第 3 题
单选题
(20 分) On the Internet, price can easily be adjusted to meet changes in the marketplace. This is called . A captive pricingB dynamic pricingC promotion pricingD price bundlingE payment pricing
第 4 题
单选题
(20 分) Big Mike’s Health Food Store sells nutritional energy foods. The price of the products sold varies according to individual customer accounts and situations. For example, long-time customers receive discounts. This strategy is an example of . A time-based pricingB seasonal pricing C dynamic pricingD promotional pricingE penetration pricing
第 5 题
单选题
(20 分) Often consumers base their perception of price on what they perceive to be the customary or . A dynamic priceB fair priceC target priceD list priceE assimilated price
Quiz
第 1 题
单选题
(20 分) Which of the following is NOT a type of pricing objective? A elasticityB market shareC profitD competitive effectE image enhancement
第 2 题
单选题
(20 分) In price planning, a firm would be most likely to set a profit objective for which of the following products? A a commodity such as coalB toothpasteC a fad such as Beanie BabiesD lightbulbsE construction materials
第 3 题
单选题
(20 分) Which of the following is true about the demand curve? A It is used to illustrate the effect of price on the quantity supplied.B It is always graphically depicted by a straight line.C It shows the quantity of product customers will buy in a market during a period of time even if other factors change.D It usually slopes upward and to the right.E It shows the relationship between product demand and product price.
第 4 题
单选题
(20 分) What is the first step a marketer should take to estimate a product’s potential sales? A determine maximum production levelsB conduct a survey of buyers’ intentionsC estimate total demand for the product in the marketD determine how to expand market shareE predict the company’s market share
第 5 题
单选题
(20 分) The break-even point is the point at which . A the total revenue and total costs lines intersectB demand equals supplyC the production of one more unit will not increase profitD the company can pay all of its long-term debtE a firm’s profit goal is reached
Quiz
第 1 题
单选题
(20 分) In a market with , the market consists of many buyers and a few sellers who are likely to have similar pricing. A pure competitionB monopolistic competitionC oligopolistic competitionD vertical integrationE unemployment
单选题
(20 分) Companies facing the challenge of setting prices for the first time can choose between two broad strategies: market-penetration pricing and pricing. A comparativeB competitiveC market-skimmingD market-segmentationE cost-based
第 3 题
单选题
(20 分) Companies that set a low price for a new product in order to attract a large number of buyers and a large market share are using the strategy. A market-skimming pricingB market-penetration pricingC cost-plus pricingD inclusive pricingE exclusive pricing
第 4 题
单选题
(20 分) A(n) is a straight reduction in price on purchases during a stated period of time or of larger quantities. A allowanceB free sampleC tax creditD discountE quota
第 5 题
单选题
(20 分) Which of the following is a price adjustment strategy that considers how a customer’s perception of a product is influenced by its price? A international pricingB promotional pricingC by-product pricingD psychological pricingE product bundle pricing
Quiz
第 1 题
多选题
(20 分) For some intermediaries, they search for customers and may negotiate on the producer’s behalf but do not take title to the goods. We call them: A WholesalersB RetailersC BrokersD Manufacturer’s
representatives
第 2 题
多选题
(20 分) For some intermediaries, they buy, take title to, and resell the merchandise. We call them: A WholesalersB RetailersC MerchantsD Sales
agents
第 3 题
多选题
(20 分) For some intermediaries, they assist in the distribution process but neither take title to goods nor negotiate purchases or sales. We call them: A Transportation companiesB Independent warehousesC BanksD Sales agentsE Advertising agents
E
第 4 题
多选题
(20 分) For multichannel marketing, which are channes can be used for a company? A Sales forceB InternetC Direct MailD TelemarketingE E-mail
E
第 5 题
多选题
(20 分) Why the channel management is important? A The decision about a marketing channel system is one of the most critical factors management face.B The channels that the company chosen profoundly affect all other marketing decisions.C Channel decisions include relatively long-term commitments with other firms as well as a set of policies and procedures.D In managing its intermediaries, the firm must decide how much effort to devote to push versus pull marketing.
Quiz
第 1 题
多选题
(20 分) Which are channel memer functions? A Gather information about potential and current customers, competitors, and other actors and forces in the marketing environment.B Oversee actual transfer of ownership from one organization or person to another.C Provide for the successive storage and movement of physical products.D Negotiate and reach agreements on price and other terms so that transfer of ownership or possession can be affected.
第 2 题
多选题
(20 分) Which functions constitute a forward flow of activity from the company to the customer? A StorageB MovementC TitleD Communications
第 3 题
多选题
(20 分) Which functions constitute a backward flow from customers to the
company? A MovementB OrderingC NegotiationD Payment
第 4 题
多选题
(20 分) Which functions occur in both direction flows? A InformationB NegotiationC FinanceD Risk taking
第 5 题
多选题
(20 分) Which are Zero-level channel? A Door to door salesB Mail orderC Internet sellingD Manufacturer-owned stores
Quiz
第 1 题
多选题
(20 分) Consumers may choose the channels they prefer based on: A PriceB Product assortmentC ConvenienceD Their own shopping goals
第 2 题
多选题
(20 分) Which are channel service outputs？ A Lot sizeB Waiting and delivery timeC Product varietyD Service backupE Spatial convenience
E
第 3 题
单选题
(20 分) The products, such as heating and cooling systems, which requirs installation or maintenance, are usually sold by: A Sales RepresentitivesB Franchised dealersC Company’s own sales forceD Supermarket
第 4 题
多选题
(20 分) Based on the number of intermediaries, the three strategeis for distribution are: A Exclusive distributionB Multiple distributionC Selective distributionD Intensive distribution
第 5 题
多选题
(20 分) McDonald’s provides franchisees with a building, promotional support, a record-keeping system, training, and general administrative
and technical assistance. In turn, what franchisees are expected to do? A Satisfying company’s standards for physical facilitiesB Cooperating with new promotional programsC Furnishing requested informationD Buy supplies from specified vendors
Quiz
第 1 题
多选题
(20 分) What characteristics distinguish the better intermediaries? A Numbers of years in businessB Other lines carriedC Growth and profit recordD Fanincial strengthE Cooperativeness
E
第 2 题
多选题
(20 分) How to motivate and imporve intermediaries’ performance? A TrainingB Market researchC MornitoringD Capability-building programs
第 3 题
单选题
(20 分) Which type of power is not channel power? A Coercive powerB Referent powerC Legitimate powerD Negotiating power
第 4 题
单选题
(20 分) A manufacturer threatens to withdraw a resource or terminate a relationship if intermediaries fail to cooperate. What channel power does it use? A Coercive powerB Referent powerC Legitimate powerD Reward
power
第 5 题
多选题
(20 分) What new changes could cause channel modification? A Consumer buying patterns changeB The market expandsC New competition arisesD Innovative distribution channel emergeE The product move into the later stages of product life cycle
E
Quiz
单选题
(20 分) A channel consists of a producer , wholesaler(s), and retailer(s). And all this channel members act as a unified system. What marketing system are they? A Horizontal marketing systemB Conventional marketing systemC Vertical marketing systemD Multichannel marketing system
第 2 题
多选题
(20 分 ) The three types vertical marketing systems(VMSs) are: A Relational VMSB Corporate VMSC Administered VMSD Contractual VMS
第 3 题
单选题
(20 分) Kodak, Gillette, and Campbell Soup command high levels of cooperation from their resellers in connection with displays, shelf space, promotions, and price policies. What vertical marketing systems do they have? A Relational VMSB Corporate VMSC Administered VMSD Contractual VMS
第 4 题
多选题
(20 分) Whch are causes of channel conflict? A Goal incompatibilityB Unclear roles and rightsC Differences in perceptionD Intermediaries’ dependence on the manufacturerE Transaction-specific investment
第 5 题
多选题
(20 分) Which are strategies to manage Channel conflict? A Terminate the relationshipB Dual compensationC Employee exchangeD Getting more intemediariesE Joint memberships
Quiz
第 1 题
多选题
(20 分) Online retailers compete in three key aspects of a transaction, which are: A Cutomer interaction with the Web siteB CostC DeliveryD Ability to address problems when they occur
第 2 题
多选题
(20 分) Which are pure-click companies: A Hotels.comB E-bayC AmazonD
Walmart
第 3 题
多选题
(20 分) Which are E-commerce success factors? A User-friendly E-commerce Web sitesB On-line sales representitivesC Investments in Web site design and processesD Using new technologies to increasing customer satisfaction and entertainment
第 4 题
多选题
(20 分) For brick-and-click companies, how to coordinate the interest between traditional intermediaries and e-commerce channel? A Offer different brands or products on the InternetB Offer the old colletion of proecuts to the offline partnersC Offer offline partners higher commissions to cushion the negative impact on salesD Take orders on the Web site but have retailers deliver and collect payment
第 5 题
多选题
(20 分) B2B sites give buyers easy access to a great deal of information from: A Supplier Web sitesB InfomediariesC Market makersD Customer communities
Quiz
第 1 题
单选题
(20 分) The communication tools a company uses to pursue its advertising and marketing objectives is often referred to as the company’s . A direct marketingB integrated marketingC promotion mixD target marketing
第 2 题
单选题
(20 分) The major promotion tool that includes catalogs, telephone marketing, kiosks, the Internet, and more is called . A sales promotionB direct marketingC public relationsD advertising
单选题
(20 分 ) Integrated marketing communications produces better communications and greater impact. A consistency; salesB sales; consistencyC marketing; salesD quality; customer
第 4 题
单选题
(20 分) Each of the following is one of the four major communication functions EXCEPT . A feedbackB encodingC noiseD response
第 5 题
单选题
(20 分) The actual HP printer/fax machine advertisement is called . A encodingB decodingC noiseD message
Quiz
第 1 题
单选题
(20 分) The six stages that consumers normally pass through on their way to making a purchase include awareness, knowledge, liking, preference, conviction, and purchase, and are known as stages. A personal readinessB buyer-readinessC objective readinessD purchase direct readiness
第 2 题
单选题
(20 分) A message showing a product’s quality, economy, value, or performance is called a appeal. A structuralB rationalC emotionalD moral
第 3 题
单选题
(20 分) Messages that advocate humor claim that they attract more attention and create more liking and belief in the sponsor. This is called a(n) appeal. A rationalB structuralC emotionalD moral
第 4 题
单选题
(20 分) The method is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit. It wrongly views sales as the cause of promotion rather than the result. A percentage-of-salesB affordableC competitive-parityD objective-and-task
第 5 题
单选题
(20 分) The budget setting method is often preferred because it is the most logical method. It deals more with specific promotion goals and accomplishments. A percentage-of-salesB affordableC competitive- parityD objective-and-task
Quiz
第 1 题
单选题
(20 分) Advertising is all of the following EXCEPT . A paid forB nonpersonalC must have an identified sponsorD word of mouth
第 2 题
单选题
(20 分) When the objective is to build primary demand, such as when introducing a new product category, is used heavily. A Persuasive advertisingB Informative advertisingC Comparative advertisingD Reminder advertising
第 3 题
单选题
(20 分) becomes more important as competition increases. The company’s objective is to build selective demand. A Persuasive advertisingB Informative advertisingC Reminder advertisingD POP promotion advertising
第 4 题
单选题
(20 分) A brand’s advertising budget often depends on its stage in the product life cycle. Mature brands usually require budgets as a ratio to sales. A largerB lowerC more televisionD less television
第 5 题
单选题
(20 分) Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of . A press relationsB outdated business ethicsC press agenciesD public relations
Quiz
第 1 题
单选题
(20 分) Which of the following types of sales force structures is most often supported by many levels of sales management positions in specific geographical areas? A territorialB productC customerD matrix
第 2 题
单选题
(20 分) What do many companies use to set sales force size? A workload approachB product availabilityC sales quotas establishedD profit margin
第 3 题
单选题
(20 分) An approach called is when a company uses a group of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts. A department sellingB multiple sellingC team sellingD simultaneous selling
第 4 题
单选题
(20 分) Of the main consumer promotion tools, which is the most effective for introducing a new product? A couponsB samplingC cash refundsD advertising
第 5 题
单选题
(20 分) Of the main consumer promotion tools used to introduce a new product, which is the most costly? A couponsB samplingC cash refundsD advertising
Quiz
第 1 题
单选题
(20 分) is an umbrella term for all of your online marketing efforts A Email marketingB Digital marketingC Social marketingD Inbound marketing
第 2 题
单选题
(20 分)
All of the following are benefits of digital marketing for buyers EXCEPT
. A
________
access to numerous productsB
access to product reviewsC
live product demonstrationsD
convenience
第 3 题
单选题
(20 分) The process of optimizing your website to ‘rank’ higher in
search engine results pages. A SEOB B2CC PPCD B2B
第 4 题
单选题
(20 分) SEO A working to get your content ranked higher in searchesB giving people something in the hopes that they buy from you laterC managing how people perceive your businessD the regulatory agency that
regulates the stock market
第 5 题
单选题
(20 分) When running a paid search (PPC) campaign, which of these metrics do we want to be low? A ImpressionsB Bounce RateC Cost Per Acquisition and Cost Per ClickD Click Through Rate
Quiz
第 1 题
单选题
(20 分)
Advantages of digital marketing for sellers include all of the following EXCEPT . A
low costB
efficiencyC
speedD
need for sales training
第 2 题
单选题
(20 分) Viral marketing A the % of people that buy when they visit your websiteB giving people something in the hopes that they buy from you laterC managing how people perceive your businessD spreading things from person to person
第 3 题
单选题
(20 分) Your only pay once someone clicks on your advertisement A Search Per ClickB Referral Per ClickC Pay Per ClickD Advertisement Per Click
单选题
(20 分) Which of the following is NOT the advantage of digital marketing for the company? A reach the target audience effectivelyB more mutual communicationC easier to deceive customersD be able to achieve a larger sales scale
第 5 题
单选题
(20 分) Which of the following is NOT the disadvantage of digital marketing? A High competitionB Dependability on technologyC Security and privacy issuesD Easy to make impulsive consumption decisions
Quiz
第 1 题
单选题
(20 分) The changes brought about by artificial intelligence for digital marketing do NOT include A Customer service representative who automatically answers the customerB Optimize marketing strategy based on machine learning and other technologiesC Recommend products to customers more accuratelyD Make the product more expensive
第 2 题
单选题
(20 分) Which of the following is NOT the advantage that big data brings to digital marketing? A increases the efficiencyB small business can compete with big oneC helps increase sales and loyaltyD make consumers more bored
第 3 题
单选题
(20 分) The main points of marketing for Generation Z do NOT include A They are younger consumersB They are consumers who prefer technologyC They are no different from their predecessors, but they are youngerD They are consumers who pay more attention to personalized expression
第 4 题
单选题
(20 分) Which of the following App does not include a live video function. A TikTokB KindleC WechatD Instagram
第 5 题
单选题
(20 分) Which is NOT the future trend of digital marketing? A Artificial intelligence makes marketing more convenientB Big data makes marketing more accurateC Generation Z makes the way of marketing changedD Consumers around the world are getting poorer
Quiz
第 1 题
单选题
(20 分)
The first step in initiating competitive marketing strategies is to
.
A
balance customer and competitor orientations
B
design broad competitive marketing strategies
C
assess long-term organizational objectives
D
conduct competitor analysis
第 2 题
单选题
(20 分)
involves first identifying and assessing competitors and then
selecting which
competitors to attack or avoid.
A
Competitor analysis
B
Self-competition
C
Blue ocean strategy
D
Quantitative analysis
第 3 题
单选题
(20 分) A competitor analysis requires the assessment of all of the following EXCEPT the competitors’ . A objectivesB organizational hierarchyC strategiesD strengths and weaknesses
第 4 题
单选题
(20 分)
Gaining requires delivering more value and satisfaction to target consumers than
competitors do. A
competitive advantageB
first-mover advantageC
economies of scaleD
comparative advantage
第 5 题
单选题
(20 分)
The goal of performing a competitor analysis is to .
A
learn more about the competitors’ sales structures
B
find flaws in the competitors’ manufacturing processes
C
copy the best features that the competitors offer
D
find areas of potential competitive advantage and disadvantage
Quiz
第 1 题
单选题
(20 分)
Companies that operate large marketing departments, conduct expensive marketing
research, spell out elaborate competitive strategies, and spend huge sums on advertising are
using marketing strategies.
A
informal
B
formulated
C
entrepreneurial
D
intrepreneurial
第 2 题
单选题
(20 分)
Dell produces and delivers PCs of competitive quality at lower costs. The company
constantly aims to achieve low production and distribution costs to win a large market share.
Dell utilizes a(n) strategy very effectively.
A
overall cost leadership
B
differentiation
C
focus
D
market segmentation
第 3 题
单选题
(20 分)
Which of the following are value discipline strategies?
A
operational excellence, overall cost leadership, and differentiation
B
employee relations, product leadership, and overall cost leadership
C
operational excellence, customer intimacy, and product leadership
D
customer intimacy, operational excellence, and focus
第 4 题
单选题
(20 分)
Most of the market is in the hands of the , the firm with the largest market share.
A
market challenger
B
market follower
C
market leader
D
market nicher
第 5 题
单选题
(20 分)
are those runner-up firms that are working to increase their
market share in an
industry.
A
Market leaders
B
Market challengers
C
Market followers
D
Market nichers
Quiz
第 1 题
单选题
(20 分) Companies risk losing their home markets . A by protecting themselves from competition at homeB to other domestic competitorsC as they may find foreign competitors in their own backyardsD by focusing only on their home marketsE in hopes of growing market share at home
第 2 题
单选题
(20 分) Renault and its rivals are racing to offer middle-class consumers a new value proposition by selling cars for the equivalent of 10,000orless.OntheheelsofRenault′ssuccesswithDaciaLogancamethe2,500
Nano from India’s Tata Motors. This illustrates that: A economy of scale is a driving force behind globalization.B market success depends on reaching a threshold of acceptable quality for consumers.C Renault is overcharging for their cars compared to their competitors.D consumers are looking for low price irrespective of quality.E cars are not necessary in emerging markets like India.
第 3 题
单选题
(20 分) The decision to enter one or more particular markets outside the home country depends on all of the mentioned factors except: A company’s resources.B company’s managerial mind-set.C nature of opportunities.D company’s age.E threats
第 4 题
判断题
(1 分) About 75 percent of the Coca-Cola Company’s operating income and two-thirds of its operating revenue are generated outside North America.
第 5 题
单选题
(20 分) U.S. sugar import quotas have existed for more than 50 years and preserve about half of the U.S. sugar market for domestic producers. Why does the United States continue to have these quotas? A to increase the cost of sugarB to support a mass market for sugarC to control the supply and demand for sugarD to reduce competition for its domestic sugar industryE to improve the promotion of sugar
Quiz
第 1 题
单选题
(20 分) Two decades ago, professor Ted Levitt wrote a classic Harvard Business Review article titled “The Globalization of Markets.” Which of the following statements about the author and the article is accurate? A Levitt did not recommend developing standardized products.B Levitt urged companies to develop standardized products that could be marketed worldwide with little adaptation.C Levitt urged companies to adopt products on a country-by-country basis.D Levitt warned of the coming backlash against globalization.
第 2 题
判断题
(20 分) McDonald’s global marketing strategy is based primarily on local marketing mix elements.
第 3 题
单选题
(20 分) Which of the following major decisions should a company make immediately after it decides to operate internationally? A deciding on the global marketing program B deciding on the global marketing organizationC deciding on the global communication programD deciding which markets to enter
第 4 题
单选题
(20 分) Pollo Campero, a chicken restaurant chain based in Central America, is using the following method for expanding operations in the United States: A exportingB acquisitionC franchisingD joint ventures
第 5 题
单选题
(20 分) To successfully market the Corvette to the European market, General Motors had to make the automobile shorter and narrower. GM chose to use a strategy with the Corvette. A product adaptationB straight extensionC standardizationD backward invention
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