第一章 单元测试
1、多选题：Which of the following statements are correct?
A:Ethics are subjective and imprecise.
B:Ethics are a set of rules.
C:Ethics depend on social, cultural and individual factors.
D:Ethics are a set of moral principles that guide attitudes and behaviour.
正确答案:【Ethics are subjective and imprecise.;
Ethics depend on social, cultural and individual factors.;
Ethics are a set of moral principles that guide attitudes and behaviour.】
2、多选题：Which of the following would be considered a partner in the formal definition of marketing?
A:An organisation’s supplier of raw materials
B:Customers
C:An advertising agency who writes the copy for an organisation’s television commercial
D:Retailers who sell an organisation’s products
正确答案:【An organisation’s supplier of raw materials;
An advertising agency who writes the copy for an organisation’s television commercial;
Retailers who sell an organisation’s products】
3、多选题：Stakeholders of an organisation could include: ______.
A:
owners
B:
shareholders
C:
employees
D:
customers
正确答案:【
owners
;
shareholders
;
employees
;
customers
】
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 attract future employees.
B:The generation of goodwill
C:It can encourage consumers to support the organisation.
D:Good publicity
正确答案:【It can attract future employees.;
The generation of goodwill;
It can encourage consumers to support the organisation.;
Good publicity】
6、多选题：A product can be ______.
A:
an idea
B:
a service
C:
a person
D:
a good
正确答案:【
an idea
;
a service
;
a person
;
a good
】
7、多选题：A brand can be ______.
A:
anything offered to a market
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:
the bundle of attributes of a product
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:Public relations
B:Research&Development
C:Accounting
D:Personal selling
正确答案:【Public relations;
Personal selling】
10、多选题：The traditional 4Ps framework includes ______.
A:
place
B:
product
C:
partners
D:
people
正确答案:【
place
;
product
】
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 internal environment to its macro-environment
B:its internal environment to its micro-environment
C:its internal environment to its external environment
D:its micro-environment to its macro-environment
正确答案:【its internal environment to its micro-environment;
its internal environment to its external 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:internal environment
D:target market
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:Sociocultural forces
B:Political forces
C:Competitive forces
D:Technological forces
正确答案:【Sociocultural forces;
Political forces;
Technological forces】
4、多选题：Which of the followings are examples of an economic macro-environmental force?
A:The Australian dollar rising in value
B:A fall in demand for commodities such as coal and iron ore due to the global financial crisis
C:A rise in interest rates
D:The level of consumer spending decreasing
正确答案:【The Australian dollar rising in value;
A fall in demand for commodities such as coal and iron ore due to the global financial crisis;
A rise in interest rates;
The level of consumer spending decreasing】
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:opportunities
B:strengths
C:weaknesses
D:threats
正确答案:【opportunities;
threats】
7、多选题：Which of the followings are demographic characteristics?
A:Ethnicity
B:Gender
C:Age
D:Marital status
正确答案:【Ethnicity;
Gender;
Age;
Marital status】
8、多选题：The macro-environment encompasses _________.
A:marketing planning
B:the factors outside of the industry that influence the survival of the organisation
C:country and regional geographic levels
D:local and state geographic levels
正确答案:【the factors outside of the industry that influence the survival of the organisation;
country and regional geographic levels;
local and state geographic levels】
9、多选题：Key environmental factors that marketers need to consider when analysing the marketing environment include political, economic, sociocultural, _________ forces.
A:legal
B:technological
C:cultural
D:environmental
正确答案:【legal;
technological;
environmental】
10、多选题：SWOT includes _________.
A:weaknesses and opportunities
B:weakness and opposition
C:situation and threats
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:situational
B:psychological
C:individual
D:group
正确答案:【situational;
individual;
group】
2、多选题：Which of the following would describe an opinion leader from a marketing perspective?
A:Your one-month-old baby sister
B:A reference group member who provides relevant and influential advice
C:A person of high standing in the community
D:Media commentators who have a large audience
正确答案:【A reference group member who provides relevant and influential advice;
A person of high standing in the community;
Media commentators who have a large audience】
3、多选题：Which of the following purchase situations would likely be described as high involvement in terms of consumer decision-making?
A:The purchase of familiar products
B:The purchase of more expensive products
C:Weekly supermarket shopping
D:Infrequently purchase
正确答案:【The purchase of more expensive products;
Infrequently purchase】
4、多选题：How can a marketer attempt to reduce the likelihood of a purchaser of their product experiencing cognitive dissonance?
A:It is not possible for a marketer to influence the potential cognitive dissonance of a consumer.
B:By ensuring that their products, when used, will meet consumer expectations
C:By offering bonuses or rebates to be redeemed some time after purchase, to give the purchaser additional value
D:By increasing the price of their product
正确答案:【By ensuring that their products, when used, will meet consumer expectations;
By offering bonuses or rebates to be redeemed some time after purchase, to give the purchaser additional value】
5、多选题：Which countries below would score lower than Australia or New Zealand on Hofstede’s ‘individualism’ dimension of culture?
A:Japan
B:China
C:United States
D:India
正确答案:【Japan;
China;
India】
6、多选题：Which of the following statements regarding subcultures are correct?
A:Subcultures are important to marketers when their shopping and purchasing behaviour is significantly different from the reminder of population.
B:A subculture is a group comprising individuals of similar rank within a social hierarchy.
C:A hip-pop culture would be an example of a subculture.
D:A subculture is a group of individuals who share common attitudes, values and behaviours that distinguish them from the broader culture.
正确答案:【Subcultures are important to marketers when their shopping and purchasing behaviour is significantly different from the reminder of population.;
A hip-pop culture would be an example of a subculture.;
A subculture is a group of individuals who share common attitudes, values and behaviours that distinguish them from the broader culture.】
7、多选题：Which of the following could be a reference group for an individual?
A:Their idols
B:A work or professional group
C:Their family
D:Their pets
正确答案:【Their idols;
A work or professional group;
Their family】
8、多选题：Demographic characteristics include _________.
A:education level and gender.
B:race and religious belief.
C:lifestyle and personality.
D:age and income.
正确答案:【education level and gender.;
race and religious belief.;
age and income.】
9、多选题：According to Maslow’s theory, which of the following needs would an individual attempt to satisfy before the others?
A:Safety
B:Hunger
C:Financial
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 subjective.
D:Perception is objective.
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:Wholesale markets
B:Reseller markets
C:Producer markets
D:Retail markets
正确答案:【Reseller markets;
Producer markets】
2、多选题：Institutional markets are distinguished from other business markets by _________.
A:their non-public nature.
B:the fact they do not sell services.
C:the fact they do not sell goods.
D:the not-for-profit nature of their activities.
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:Online and consumer
B:Reseller and government
C:Producer and institutional
D:Consumer and reseller
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:They can involve regular repeat purchases.
B:Price and other conditions of sale can be open to negotiation.
C:The relationships between buyers and sellers tend to be short term.
D:They can be for high volume and high value purchases.
正确答案:【They can involve regular repeat purchases.;
Price and other conditions of sale can be open to negotiation.;
They can be for high volume and high value purchases.】
5、多选题：Guitars usually have ebony or rosewood fretboards. The demand for ebony and rosewood varies with the demand for guitars. This is an example of _________.
A:
elastic demand
B:
joint demand
C:
consumer demand
D:
derived 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 E begins buying glue from companies B, C and D.
B:Company C increases its glue prices.
C:Company D stops producing glue.
D:Company B begins selling glue to consumers.
正确答案:【Company E begins buying glue from companies B, C and D.;
Company C increases its glue prices.;
Company D stops producing glue.;
Company B begins selling glue to consumers.】
7、多选题：Which of the followings are correct?
A:New task purchases are likely to involve extensive evaluation of options.
B:Business purchasing decisions often involve development of a formal product requirement specification.
C:Many businesses use multiple suppliers so they are not overly reliant on any one other business.
D:Buyers have the final authority to make business purchasing decisions.
正确答案:【New task purchases are likely to involve extensive evaluation of options.;
Business purchasing decisions often involve development of a formal product requirement specification.;
Many businesses use multiple suppliers so they are not overly reliant on any one other business.】
8、多选题：In which of the following business markets are high-volume purchases likely to be a characteristic?
A:Institutional market
B:Government market
C:Reseller market
D:Consumer market
正确答案:【Institutional market;
Government market;
Reseller market】
9、多选题：Which of the following statements are correct?
A:While industry demand tends to be inelastic, demand for the business products of any particular company can be elastic.
B:Equipment suppliers can take advantage of joint demand by offering ongoing supply of maintenance and consumables.
C:Demand for components in business markets mostly tends to be price inelastic.
D:A just-in-time approach to taking delivery of components reduces inventory costs, but increases the risk that the production process will be brought to a halt by the shortage of any component.
正确答案:【While industry demand tends to be inelastic, demand for the business products of any particular company can be elastic.;
Equipment suppliers can take advantage of joint demand by offering ongoing supply of maintenance and consumables.;
Demand for components in business markets mostly tends to be price inelastic.;
A just-in-time approach to taking delivery of components reduces inventory costs, but increases the risk that the production process will be brought to a halt by the shortage of any component.】
10、多选题：Which steps of the business decision-making process may be omitted for the straight rebuy?
A:Evaluation of options
B:Post-purchase evaluation
C:Information search
D:Problem/need recognition
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:Psychographic segmentation variables include consumer lifestyles.
B:Psychographic segmentation variables include consumer brand loyalty.
C:Psychographic segmentation variables include consumer personality attributes.
D:Psychographic segmentation variables include consumer’s benefit expectations of a product.
正确答案:【Psychographic segmentation variables include consumer lifestyles.;
Psychographic segmentation variables include consumer personality attributes.】
2、多选题：Which of the following would be advantages of a customised marketing strategy?
A:Potential repeat purchases from the customer
B:Building close relationships with a customer
C:Customer loyalty
D:Positive word-of- mouth customer referrals
正确答案:【Potential repeat purchases from the customer;
Building close relationships with a customer;
Customer loyalty;
Positive word-of- mouth customer referrals】
3、多选题：Which of the following can influence the market position of an organisation, its products, or its brands in the minds of target consumers?
A:The customer’s experience of the organisation, product, or brand
B:The price of the organisation’s product
C:The features of the organisation’s product
D:Advertising and other promotional efforts
正确答案:【The customer’s experience of the organisation, product, or brand;
The price of the organisation’s product;
The features of the organisation’s product;
Advertising and other promotional efforts】
4、多选题：Which of the following would be considerations for an organisation in evaluating market segments and deciding which to target?
A:The potential sales volume and revenues of different market segments
B:The cost to the organisation of targeting that market segment
C:The ability of the organisation to satisfy the needs and expectations of different market segments
D:An understanding and/or analysis of competitors and how their offerings are seen by potential target market segments
正确答案:【The potential sales volume and revenues of different market segments;
The cost to the organisation of targeting that market segment;
The ability of the organisation to satisfy the needs and expectations of different market segments;
An understanding and/or analysis of competitors and how their offerings are seen by potential target market segments】
第六章 单元测试
1、多选题：Which of the following statements are correct?
A:Private label brands are owned by resellers (such as wholesalers and retailers).
B:Manufacturer brands are the most common type of brand.
C:Private label brands are becoming more common.
D:Manufacturer brands are owned by producers and clearly identified at the point of sale.
正确答案:【Private label brands are owned by resellers (such as wholesalers and retailers).;
Manufacturer brands are the most common type of brand.;
Private label brands are becoming more common.;
Manufacturer brands are owned by producers and clearly identified at the point of sale.】
2、多选题：For which of the following products is a consumer likely to purchase with little or no engagement in the decision-making process?
A:Convenience
B:Shopping
C:Unsought
D:Specialty
正确答案:【Convenience;
Unsought】
3、多选题：Convenience products include_________.
A:
business-to-business products
B:
staple products
C:
emergency products
D:
impulse products
正确答案:【
staple products
;
emergency products
;
impulse products
】
4、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
】
5、多选题：A brand_________.
A:
is a design
B:
is a slogan
C:
is a name
D:
is a collection of symbols
正确答案:【
is a design
;
is a slogan
;
is a name
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