第一章 单元测试
1、单选题：Which of the following statements about marketing is true?
A:It is of little importance when products are standardized.
B:It can help create jobs in the economy by increasing demand for goods and services.
C:It helps to build a loyal customer base but has no impact on a firm’s intangible assets.
D:It is more important for bigger organizations than smaller ones.
E:It is seldom used by nonprofit organizations.
正确答案:【It can help create jobs in the economy by increasing demand for goods and services.】
2、单选题：________ management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
A:Strategic
B:Operations
C:Marketing
D:Distribution
E:Knowledge
正确答案:【Marketing】
3、单选题：Identify the correct statement about marketing management.
A:It focuses solely on attaining an organization’s sales goals in an efficient manner.
B:It focuses mostly on monitoring the profitability of a company’s products and services.
C:It is defined as the field that deals with planning and managing a business at the highest level of corporate hierarchy.
D:It is primarily concerned with the systematic gathering, recording, and analysis of data about issues related to marketing products and services.
E:It occurs when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties.
正确答案:【It occurs when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties.】
4、单选题：As economies advance, a growing proportion of the economy’s activities focuses on the production of ________.
A:luxury goods
B:experiences
C:services
D:products
E:events
正确答案:【services】
5、单选题：The “Malaysia, Truly Asia” ad campaign that showcased Malaysia’s beautiful landscape and its multicultural society in order to attract tourists is an example of ________ marketing.
A:event
B:idea
C:property
D:service
E:place
正确答案:【place】
6、单选题：In Walt Disney’s Magic Kingdom, customers can visit a fairy kingdom, a pirate ship, or even a haunted house. Disney is marketing a(n) ________.
A:good
B:experience
C:organization
D:event
E:service
正确答案:【experience】
7、单选题：People in emerging countries today are becoming increasingly health conscious and are seeking healthy food choices. As a result, demand for health foods is rising steadily, creating an opportunity for marketers to exploit this ________ market.
A:geographic
B:service
C:business
D:need
E:demographic
正确答案:【need】
8、单选题：Organizations catering to the ________ market need to price their offerings carefully because these markets usually have limited purchasing power.
A:business
B:nonprofit
C:exclusive
D:global
E:consumer
正确答案:【nonprofit】
9、判断题：Services constitute the bulk of most countries’ production and marketing efforts.
A:对
B:错
正确答案:【错】
10、判断题：“Friends Don’t Let Friends Drive Drunk,” is an example of marketing information to an interested audience.
A:对
B:错
正确答案:【错】
第二章 单元测试
1、单选题：The task of any business is to ________.
A:reduce competition
B:create customer needs
C:communicate similar value as provided by competitors
D:differentiate in terms of cost of production
E:deliver customer value at a profit
正确答案:【deliver customer value at a profit】
2、单选题：In the cycle of complete strategic planning, taking corrective action is a part of ________.
A:analyzing
B:organizing
C:planning
D:controlling
E:implementation
正确答案:【controlling】
3、单选题：Of the four organizational levels, the corporate level is likely to make which of the following decisions?
A:resource allocation for each product
B:strategic plan for individual business units
C:choosing specific suppliers for each business unit
D:entering a new market
E:marketing plan for each product
正确答案:【entering a new market】
4、单选题：The marketing plan, the central instrument for directing and coordinating the marketing effort of a company, operates at the ________ levels.
A:strategic and tactical
B:customer and expenditure
C:corporate and operational
D:corporate and division
E:functional and operational
正确答案:【strategic and tactical】
5、单选题：The ________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities.
A:corporate mission
B:strategic marketing plan
C:organizational plan
D:corporate tactical plan
E:customer-value statement
正确答案:【strategic marketing plan】
6、单选题：Juan Garcia plans the daily promotional releases about his company’s products and services. He can be described as a(n) ________ planner.
A:niche
B:tactical
C:strategic
D:operational
E:selective
正确答案:【tactical】
7、单选题：Which of the following is an example of growth by diversification?
A:a company integrates backward to cut costs
B:a company introducing new product category in a new market
C:a company introducing its existing products in a new market
D:a company increases its product line in an existing market
E:a company introducing a new product category in an existing market
正确答案:【a company introducing new product category in a new market】
8、单选题：Qantas, the Australian national airline carrier, introduces flights to the Middle East. This is an example of ________.
A:market penetration
B:market development
C:product development
D:differentiation
E:diversification
正确答案:【market penetration】
9、单选题：Unlike its competitors in the online air travel industry, Travelocity provides its customers with a greater variety of services such as cruise reservations, package tours, hotel bookings, and car rentals. This is an example of a(n) ________ strategy.
A:promotional
B:diversification
C:differentiation
D:focus
E:overall cost leadership
正确答案:【differentiation】
10、单选题：McDonald’s has often teamed up with Disney to offer products related to current Disney films as part of its meals for children. The best description of this form of alliance would be a ________.
A:promotional alliance
B:pricing collaboration
C:product alliance
D:network alliance
E:logistics alliance
正确答案:【promotional alliance】
第三章 单元测试
1、单选题：The heart of the internal records system is the ________ because customers favor firms that can promise timely delivery.
A:order-to-payment cycle
B:information needs probe
C:data warehouse
D:data mining system
E:sales information system
正确答案:【order-to-payment cycle】
2、单选题：The ________ begins with sales representatives and dealers sending orders to the firms and is followed by the sales department preparing invoices, and finally generating shipping and billing documents which are then sent to various departments.
A:order-to-payment cycle
B:human resources system
C:market research process
D:expense cycle
E:payroll system
正确答案:【order-to-payment cycle】
3、单选题：Companies can practice targeted marketing by using ________, which are records of Web site usage stored on personal browsers.
A:cookies
B:honey-pots
C:trolls
D:plug-ins
E:black swans
正确答案:【cookies】
4、单选题：A ________ is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment.
A:sales information system
B:marketing intelligence system
C:product management system
D:data warehousing system
E:viral marketing campaign
正确答案:【marketing intelligence system】
5、单选题：A company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses and trade shows, and reads competitors’ published reports and stockholder information, the company is using ________ to improve the quality of its marketing intelligence.
A:customer feedback systems
B:advisory panels
C:intermediaries
D:external networks
E:sales-force surrogates
正确答案:【external networks】
6、单选题：A ________ is “unpredictable, short-lived, and without social, economic, and political significance.”
A:fashion
B:style
C:megatrend
D:fad
E:trend
正确答案:【fad】
7、单选题：A ________ is a “large social, economic, political, and technological change that is slow to form, and once in place, influences us for some time — between seven and ten years, or longer.”
A:style
B:fad
C:fashion
D:megatrend
E:trend
正确答案:【megatrend】
8、单选题：A growing population does not mean growing markets unless ________.
A:people have sufficient purchasing power
B:there is common ownership of all resources
C:the people are under a democratic system of government
D:the government has a budget surplus
E:there is adequate governmental intervention in the market
正确答案:【people have sufficient purchasing power】
9、单选题：Which of the following is likely to occur during economic downturns?
A:The level of investment in the economy rises.
B:Consumption of necessary goods decline.
C:The purchasing power of the population declines.
D:People tend to spend more on luxury goods.
E:Long-term credit is available at concessional rates of interest.
正确答案:【The purchasing power of the population declines.】
10、单选题：Today, corporations need to make sure that they are good corporate citizens and that their consumer messages are honest in order to positively align themselves with consumers’ views of ________.
A:organizations
B:the universe
C:society
D:themselves
E:others
正确答案:【organizations】
第四章 单元测试
1、单选题：________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.
A:Marketing research
B:Market segmentation
C:Marketing communications
D:Internal marketing
E:Marketing planning
正确答案:【Marketing research】
2、单选题：When American Airlines decided to review new ideas aimed at first-class passengers on very long flights, like an ultra high-speed Wi-Fi service and 124 channels of high-definition satellite cable TV, their first step in the marketing research process was to ________.
A:define the problem and research objectives
B:develop the research plan
C:make the decision
D:analyze the information
E:collect the information
正确答案:【define the problem and research objectives】
3、单选题：Which of the following is considered to be the last step in the marketing research process?
A:controlling the environment
B:arriving at a decision
C:analyzing information
D:presenting findings
E:drafting the report
正确答案:【arriving at a decision】
4、单选题：If the goal of marketing research is to shed light on the real nature of a problem and to suggest possible solutions or new ideas, the research is said to be ________.
A:descriptive
B:exploratory
C:secondary
D:primary
E:quantitative
正确答案:【exploratory】
5、单选题：Before Sandra opened her florist shop she read all she could about the floral industry. She also consulted several published research reports to understand growth patterns in the local area with particular interest in the location of florists throughout the city. This ________ helped her to decide on the location of her store.
A:licensed information
B:primitive data
C:secondary data
D:tertiary information
E:primary data
正确答案:【secondary data】
6、单选题：Why must researchers avoid generalizing from focus group participants to the whole market?
A:The participants usually come from diverse backgrounds.
B:Most of the participants are likely to exhibit similar tastes and preferences.
C:The size of the group is too small and the sample is not drawn randomly.
D:Participants’ responses are not reliable.
E:Most of the participants are likely to be ignorant about the topic of discussion.
正确答案:【The size of the group is too small and the sample is not drawn randomly.】
7、单选题：Which of the following is used to assess people’s knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population?
A:survey research
B:quantitative research
C:experimental research
D:observational research
E:descriptive research
正确答案:【survey research】
8、单选题：If a marketing researcher chooses to use word associations, the researcher is using ________ questions.
A:open-end
B:semantic differential
C:closed-end
D:Likert scale
E:rating scale
正确答案:【open-end】
9、单选题：After collecting the relevant information, the next step in the marketing research process is to ________.
A:analyze the acquired data
B:present the project report
C:make the final decision
D:define the problem and research objectives
E:develop the research plan
正确答案:【analyze the acquired data】
10、判断题：When companies engage students to design and carry out projects, the payoff to the students is experience and visibility; the payoff to the companies is a fresh sets of eyes to solve problems at a fraction of what consultants would charge.
A:对
B:错
正确答案:【对】
第五章 单元测试
1、单选题：A person’s ________ consist(s) of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior.
A:social class
B:reference groups
C:subculture
D:family
正确答案:【reference groups】
2、单选题：Joe is a computer service technician. People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware, as they believe that he has access to far more information on computer technology than the average consumer. The neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products. Within this context, Joe can be called a(n) ________.
A:role model
B:transactional leader
C:gate-keeper
D:opinion leader
E:international marketer
正确答案:【opinion leader】
3、单选题：Ford Motors uses the ad caption “Magnify the Adventure” to promote its latest SUV, the Ford Endeavour. The ad features the car traveling through an uneven, rocky terrain. Within the context of Jennifer Aaker’s brand personality analysis, Ford Endeavour is most likely to be strong on which of the following traits?
A:intelligence
B:ruggedness
C:sincerity
D:sophistication
正确答案:【ruggedness】
4、判断题：People are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli.
A:错
B:对
正确答案:【对】
5、判断题：The buying process starts when the buyer decides to, or enters, a store or service provider’s facility.
A:错
B:对
正确答案:【错】
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