2024知到网课 解密市场营销（双语）智慧树答案

 

第一章 单元测试

1、多选题：Which of the following statements are correct?
A:Ethics depend on social, cultural and individual factors.
B:Ethics are a set of moral principles that guide attitudes and behaviour.
C:Ethics are a set of rules.
D:Ethics are subjective and imprecise.
正确答案:【Ethics depend on social, cultural and individual factors.;Ethics are a set of moral principles that guide attitudes and behaviour.;Ethics are subjective and imprecise.】

2、多选题：Which of the following would be considered a partner in the formal definition of marketing?
A:An advertising agency who writes the copy for an organisation’s television commercial
B:Customers
C:An organisation’s supplier of raw materials
D:Retailers who sell an organisation’s products
正确答案:【An advertising agency who writes the copy for an organisation’s television commercial;An organisation’s supplier of raw materials;Retailers who sell an organisation’s products】

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

customers

B:

owners

C:

employees

D:

shareholders

正确答案:【

customers

;

owners

;

employees

;

shareholders

】

4、多选题：Which of the followings are about marketing ethics issue?
A:A salesperson exaggerating the benefits of a product to persuade a customer to purchase it
B:Increasing the price of a product due to increased customer demand and limited availability
C:Failing to inform consumers of known potential risks of using a product
D:Advertising junk food on children’s television
正确答案:【A salesperson exaggerating the benefits of a product to persuade a customer to purchase it;Failing to inform consumers of known potential risks of using a product;Advertising junk food on children’s television】

5、多选题：Which of the followings are potential benefits of an organisation acting in a socially responsible manner?
A:It can encourage consumers to support the organisation.
B:The generation of goodwill
C:Good publicity
D:It can attract future employees.
正确答案:【It can encourage consumers to support the organisation.;The generation of goodwill;Good publicity;It can attract future employees.】

6、多选题：A product can be ______.
A:

a service

B:

an idea

C:

a person

D:

a good

正确答案:【

a service

;

an idea

;

a person

;

a good

】

7、多选题：A brand can be ______.
A:

the bundle of attributes of a product

B:

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

C:

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

D:

anything offered to a market

正确答案:【

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

;

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

】

8、多选题：In marketing, which of the following statements about promotion are correct?
A:It can be used to remind customers about a product.
B:It can be used to create awareness.
C:It can be used to inform or persuade customers.
D:It is simply another name for advertising.
正确答案:【It can be used to remind customers about a product.;It can be used to create awareness.;It can be used to inform or persuade customers.】

9、多选题：Which of the following are marketing activities?
A:Accounting
B:Public relations
C:Personal selling
D:Research&Development
正确答案:【Public relations;Personal selling】

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

people

B:

partners

C:

product

D:

place

正确答案:【

product

;

place

】

第二章 单元测试

1、多选题：An organisation that outsources functions that can be done more efficiently by specialist external providers is shifting those functions from _________.
A:its micro-environment to its macro-environment
B:its internal environment to its macro-environment
C:its internal environment to its external environment
D:its internal environment to its micro-environment
正确答案:【its internal environment to its external environment;its internal environment to its micro-environment】

2、多选题：A movie studio lobbying governments to introduce harsher penalties for the mass copying of pirated DVDs is an example of an organisation attempting to influence its _________.
A:marketing environment
B:external environment
C:target market
D:internal environment
正确答案:【marketing environment;external environment】

3、多选题：Which of the followings are part of an organisation’s macro-environment?
A:Political forces
B:Technological forces
C:Competitive forces
D:Sociocultural forces
正确答案:【Political forces;Technological forces;Sociocultural forces】

4、多选题：Which of the followings are examples of an economic macro-environmental force?
A:The level of consumer spending decreasing
B:A rise in interest rates
C:A fall in demand for commodities such as coal and iron ore due to the global financial crisis
D:The Australian dollar rising in value
正确答案:【The level of consumer spending decreasing;A rise in interest rates;A fall in demand for commodities such as coal and iron ore due to the global financial crisis;The Australian dollar rising in value】

5、多选题：The rising use of social networking sites could be attributed to _________.
A:legal forces
B:economic forces
C:technological forces
D:sociocultural forces
正确答案:【technological forces;sociocultural forces】

6、多选题：Factors those are beyond the organisation’s direct control, though the organisation may be able to have some influence over them, are _________.
A:threats
B:strengths
C:weaknesses
D:opportunities
正确答案:【threats;opportunities】

7、多选题：Which of the followings are demographic characteristics?
A:Age
B:Gender
C:Ethnicity
D:Marital status
正确答案:【Age;Gender;Ethnicity;Marital status】

8、多选题：The macro-environment encompasses _________.
A:country and regional geographic levels
B:marketing planning
C:local and state geographic levels
D:the factors outside of the industry that influence the survival of the organisation
正确答案:【country and regional geographic levels;local and state geographic levels;the factors outside of the industry that influence the survival of the organisation】

9、多选题：Key environmental factors that marketers need to consider when analysing the marketing environment include political, economic, sociocultural, _________ forces.
A:cultural
B:environmental
C:legal
D:technological
正确答案:【environmental;legal;technological】

10、多选题：SWOT includes _________.
A:weakness and opposition
B:situation and threats
C:weaknesses and opportunities
D:strengths and threats
正确答案:【weaknesses and opportunities;strengths and threats】

第三章 单元测试

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

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

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

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

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

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

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

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

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

2、多选题：Institutional markets are distinguished from other business markets by _________.
A:the fact they do not sell goods.
B:their non-public nature.
C:the not-for-profit nature of their activities.
D:the fact they do not sell services.
正确答案:【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?
A:Reseller and government
B:Producer and institutional
C:Consumer and reseller
D:Online and consumer
正确答案:【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?
A:Price and other conditions of sale can be open to negotiation.
B:They can involve regular repeat purchases.
C:They can be for high volume and high value purchases.
D:The relationships between buyers and sellers tend to be short term.
正确答案:【Price and other conditions of sale can be open to negotiation.;They can involve regular repeat purchases.;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 _________.
A:

consumer demand

B:

joint demand

C:

derived demand

D:

elastic demand

正确答案:【

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?
A:Company B begins selling glue to consumers.
B:Company E begins buying glue from companies B, C and D.
C:Company D stops producing glue.
D:Company C increases its glue prices.
正确答案:【Company B begins selling glue to consumers.;Company E begins buying glue from companies B, C and D.;Company D stops producing glue.;Company C increases its glue prices.】

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

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

9、多选题：Which of the following statements are correct?
A:Equipment suppliers can take advantage of joint demand by offering ongoing supply of maintenance and consumables.
B: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.
C:Demand for components in business markets mostly tends to be price inelastic.
D:While industry demand tends to be inelastic, demand for the business products of any particular company can be elastic.
正确答案:【Equipment suppliers can take advantage of joint demand by offering ongoing supply of maintenance and consumables.;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.;Demand for components in business markets mostly tends to be price inelastic.;While industry demand tends to be inelastic, demand for the business products of any particular company can be elastic.】

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

第五章 单元测试

1、多选题：Which of the following statements are correct?
A:Mass marketing is best suited to situations where buyers have common wants, needs and demands.
B:Customised marketing is best suited to situations where buyers have unique wants, needs and demands.
C:Target marketing is best suited to situations where buyers have common wants, needs and demands.
D:Target marketing is best suited to situations where subgroups in the market can be identified that have similar characteristics.
正确答案:【Mass marketing is best suited to situations where buyers have common wants, needs and demands.;Customised marketing is best suited to situations where buyers have unique wants, needs and demands.;Target marketing is best suited to situations where subgroups in the market can be identified that have similar characteristics.】

2、多选题：Which of the following statements are correct?
A:An undifferentiated approach to marketing potentially allows an organisation to achieve economies of scale in production .
B:Mass marketing allows for an organisation to build close relationships with customers.
C:Mass marketing is an undifferentiated approach to marketing.
D:An differentiated approach to marketing potentially allows an organisation to achieve economies of scale in production .
正确答案:【An undifferentiated approach to marketing potentially allows an organisation to achieve economies of scale in production .;Mass marketing is an undifferentiated approach to marketing.】

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

4、多选题：Which of the following statements are correct?
A:A market segment has distinctive needs, and the members of the segment have distinctive needs.
B:A market segment has similar needs, but the members of the segment have distinctive needs.
C:A market segment has distinctive needs, but the members of the segment have similar needs.
D:An architect designing a couple’s ‘dream’ home is an example of customised marketing.
正确答案:【A market segment has distinctive needs, but the members of the segment have similar needs.;An architect designing a couple’s ‘dream’ home is an example of customised marketing.】

5、多选题：Which of the following statements are correct?
A:An organisation following the target marketing concept should target all market segments.
B:Markets can be segmented many different ways using different segmentation variables.
C:Market segments should be selected for targeting after an evaluation process.
D:Different target markets may require a different positioning strategy.
正确答案:【Markets can be segmented many different ways using different segmentation variables.;Market segments should be selected for targeting after an evaluation process.;Different target markets may require a different positioning strategy.】

6、多选题：Which of the following statements are correct?
A:Geographic segmentation variables include age and gender.
B:Geographic segmentation allows for the segmentation of very small geographical areas, such as a single suburb.
C:Geographic segmentation variables include climate.
D:Targeting geographic areas that have a high number of potential customers may create distribution efficiencies for an organisation.
正确答案:【Geographic segmentation allows for the segmentation of very small geographical areas, such as a single suburb.;Geographic segmentation variables include climate.;Targeting geographic areas that have a high number of potential customers may create distribution efficiencies for an organisation.】

7、多选题：Which of the following statements are correct?
A:The positioning of an organisation, its product/s and brand/s should be changed regularly.
B:The positioning of an organisation, its product/s and brand/s should be consistently reinforced.
C:A product, organisation or brand may be able to be repositioned.
D:How an organisation wishes to position its product offering to a target market should influence the development of its marketing mix for that target market.
正确答案:【The positioning of an organisation, its product/s and brand/s should be consistently reinforced.;A product, organisation or brand may be able to be repositioned.;How an organisation wishes to position its product offering to a target market should influence the development of its marketing mix for that target market.】

8、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?
A:Advertising and other promotional efforts
B:The customer’s experience of the organisation, product, or brand
C:The price of the organisation’s product
D:The features of the organisation’s product
正确答案:【Advertising and other promotional efforts;The customer’s experience of the organisation, product, or brand;The price of the organisation’s product;The features of the organisation’s product】

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

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

第六章 单元测试

1、多选题：Which of the following statements are correct?
A:A physical good is a product.
B:A service is a product.
C:A physical good is tangible, a service is intangible.
D:A service usually involves transfer of ownership.
正确答案:【A physical good is a product.;A service is a product.;A physical good is tangible, a service is intangible.】

2、多选题：Which of the following statements are correct?
A:For many products, as competition increases over time, features that could once have been classified as augmented become expected or even core features.
B:The core product comprises the fundamental product benefit that satisfies the consumer’s need or want.
C:A product can be a consumer product or a business-to-business product, but not both.
D:For some products, support services and guarantees may be at the augmented product level, and for other products, these same features may be at the expected level.
正确答案:【For many products, as competition increases over time, features that could once have been classified as augmented become expected or even core features.;The core product comprises the fundamental product benefit that satisfies the consumer’s need or want.;For some products, support services and guarantees may be at the augmented product level, and for other products, these same features may be at the expected level.】

3、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?
A:Unsought
B:Specialty
C:Convenience
D:Shopping
正确答案:【Unsought;Convenience】

4、多选题：Convenience products include_________.
A:

business-to-business products

B:

impulse products

C:

staple products

D:

emergency products

正确答案:【

impulse products

;

staple products

;

emergency products

】

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

staple products

B:

equipment

C:

services and supplies

D:

parts and materials

正确答案:【

equipment

;

services and supplies

;

parts and materials

】

6、多选题：Which of the following statements are correct?
A:he new product development phase of the product life cycle can involve substantial costs for an organisation.
B:In the maturity phase of the product life cycle, sales will most likely peak or start to fall.
C:Products may be unprofitable in the introduction phase of the product life cycle.
D:The stage that a product is at in the product life cycle depends solely on how long the product has been in the market.
正确答案:【he new product development phase of the product life cycle can involve substantial costs for an organisation.;In the maturity phase of the product life cycle, sales will most likely peak or start to fall.;Products may be unprofitable in the introduction phase of the product life cycle.】

7、多选题：Which of the following statements are correct?
A:Business-to-business products include products that organisations use in the production of other products.
B:Business-to-business products include products that organisations use in their daily operations.
C:Once a product has reached the maturity phase of the product life cycle, it is not possible to move back to the growth stage.
D:Promotional activities to build awareness of a product are most likely to be necessary in the introduction phase of the product life cycle.
正确答案:【Business-to-business products include products that organisations use in the production of other products.;Business-to-business products include products that organisations use in their daily operations.;Promotional activities to build awareness of a product are most likely to be necessary in the introduction phase of the product life cycle.】

8、多选题：A brand_________.
A: