MOOC 国际营销(浙江万里学院)1464609197 最新慕课完整章节测试答案
Chapter 1 Marketing Basics
文章目录
Exam Chapter 1
1、单选题：
Advertising and selling are only the tip of the marketing______
选项：
A: hamburger
B: ice cream
C: iceberg
D: sandwich
答案: 【 iceberg】
2、单选题：
The goal of marketing is to create value for customers in order to ________ value (in monetary terms) from customers in return.
选项：
A: keep
B: capture
C: take
D: move
答案: 【 capture】
3、单选题：
In a narrower business context, marketing involves building profitable, _______exchange relationships with customers.
选项：
A: value-taken
B: value-token
C: value-laden
D: value-chosen
答案: 【 value-laden】
4、单选题：
Business will ultimately _______ the rewards of value from consumers in the forms of sales, profits and long-term customer equity.
选项：
A: treat
B: see
C: deliver
D: reap
答案: 【 reap】
5、单选题：
Marketing can be defined as the ________ by which businesses create value for customers and build strong relationships to capture value from customers in return.
选项：
A: result
B: process
C: stage
D: point
答案: 【 process】
6、单选题：
In this digital age, the way we communicate, access and share information, enjoy entertainment and do shopping have been totally _________ and reshaped.
选项：
A: altered
B: toppled
C: changed
D: adjusted
答案: 【 toppled】
7、单选题：
Though the post-recession recovery brings ________ back to consumers, they still tend to buy less, spend less and save more.
选项：
A: profits
B: benefits
C: advantages
D: means
答案: 【 means】
8、单选题：
After the 2008 financial tsunami and its aftermath, consumers are moving from mindless to ________ consumption.
选项：
A: mindful
B: meaningful
C: positive
D: practical
答案: 【 mindful】
9、多选题：
Marketing is more concerned with creating, building, _________ and ________ relationships with customers.
选项：
A: gaining
B: maintaining
C: enhancing
D: increasing
答案: 【 maintaining;
enhancing】
10、多选题：
Marketers seem to know everything about you, from your habits to your preferences. They reach you ________, _________ and ________.
选项：
A: directly
B: personally
C: interactively
D: promptly
答案: 【 directly;
personally ;
interactively】
11、多选题：
Deficiency needs include:
选项：
A: Esteem needs
B: Friendship and love
C: Security needs
D: Physiological needs
答案: 【 Esteem needs;
Friendship and love;
Security needs;
Physiological needs】
12、多选题：
Safety needs include:
选项：
A: Physical safety
B: Financial security
C: Savings account
D: Disability accommodations
答案: 【 Physical safety;
Financial security;
Savings account;
Disability accommodations】
13、多选题：
Today, companies are sourcing more supplies and components abroad and developing new products for specific market. The key words here are:
选项：
A: globalization
B: global sourcing
C: localization
D: foreignization
答案: 【 globalization;
global sourcing ;
localization】
14、多选题：
When it comes to making purchasing decisions, consumers tend to stress more on features like _________, __________ and _________.
选项：
A: value-for-money
B: practicality
C: attractiveness
D: durability
答案: 【 value-for-money;
practicality ;
durability】
15、判断题：
Traditionally, many people think of marketing as only advertising and selling. But in this new century, marketing must be understood in the sense of satisfying customer needs.
选项：
A: 正确
B: 错误
答案: 【 正确】
16、判断题：
In this new century, the marketing landscape is already changed, and all traditional marketing approaches are not applicable any more.
选项：
A: 正确
B: 错误
答案: 【 错误】
17、判断题：
What marketers need to do is to construct a seller-driven marketing strategy.
选项：
A: 正确
B: 错误
答案: 【 错误】
18、判断题：
The ultimate purpose of developing new products is to satisfy customer needs.
选项：
A: 正确
B: 错误
答案: 【 正确】
19、判断题：
The need for self-actualization is placed at the middle of Maslow’s Hierarchy of Needs.
选项：
A: 正确
B: 错误
答案: 【 错误】
20、判断题：
If these ‘deficiency needs’ are not met, the individual will feel anxious and tense.
选项：
A: 正确
B: 错误
答案: 【 正确】
21、判断题：
Needs of different levels should be met one by one, level by level.
选项：
A: 正确
B: 错误
答案: 【 错误】
22、判断题：
Humans need to feel a sense of belonging and acceptance among their social groups, regardless whether these groups are large or small.
选项：
A: 正确
B: 错误
答案: 【 正确】
23、判断题：
Belonging needs may overcome the physiological and security needs, depending on the strength of the peer pressure.
选项：
A: 正确
B: 错误
答案: 【 正确】
24、判断题：
People often engage in a profession or hobby to gain recognition and respect.
选项：
A: 正确
B: 错误
答案: 【 正确】
25、判断题：
People with low self-esteem often need respect from others.
选项：
A: 正确
B: 错误
答案: 【 正确】
26、判断题：
Non-profit organizations such as universities and colleges should not show any interest in marketing.
选项：
A: 正确
B: 错误
答案: 【 错误】
27、判断题：
Consumers are becoming more aware of the importance of environmental protection and paying more attention to the issue of sustainability.
选项：
A: 正确
B: 错误
答案: 【 正确】
28、判断题：
In adjusting to the new economy, some companies may be unwilling to cut their marketing budgets.
选项：
A: 正确
B: 错误
答案: 【 错误】
29、判断题：
Making cuts in the wrong places can hurt and even damage the brand’s long-term image and customer relationship.
选项：
A: 正确
B: 错误
答案: 【 正确】
30、判断题：
Forward-looking companies readily accept their responsibilities to the world around them and view sustainable marketing as an opportunity to do well by doing good.
选项：
A: 正确
B: 错误
答案: 【 正确】
Chapter 2 Company and Marketing strategy
Exam Chapter 2
1、单选题：
Promotion is basically a kind of _______.
选项：
A: Advertising.
B: Discussion.
C: Communication.
D: Brainwashing.
答案: 【 Communication. 】
2、单选题：
The objective of business portfolio analysis, as stated before, is to find out the most profitable or _______ products or brands, and put strong investment into them.
选项：
A: attractive
B: valuable
C: popular
D: promising
答案: 【 promising】
3、单选题：
_______ refer to represent SBUs having large market share in a fast-growing industry.
选项：
A: Stars
B: Cash cows
C: Dogs
D: Question marks or Problem Children
答案: 【 Stars】
4、单选题：
________ refer to products with low growth rate and small market share.
选项：
A: Stars
B: Cash cows
C: Dogs
D: Question marks or Problem Children
答案: 【 Dogs】
5、单选题：
When cash cows lose their appeal and move towards deterioration, then a ___________ policy may be pursued.
选项：
A: retrenchment
B: paucity
C: absence
D: reduction
答案: 【 retrenchment】
6、单选题：
A company can pursue one of the four strategies for each SBU. It can invest more in the SBU to _______ its share.
选项：
A: reduce
B: build
C: distribute
D: add
答案: 【 build】
7、多选题：
What elements should be taken into consideration when it comes to making product decisions?
选项：
A: Product design.
B: Branding.
C: Product life cycle issues.
D: Product quality.
答案: 【 Product design. ;
Branding.;
Product life cycle issues.;
Product quality.】
8、多选题：
In order to improve product accessibility, the following tactics can be considered:
选项：
A: Selective distribution.
B: Intensive distribution.
C: Franchising.
D: Exclusive distribution.
答案: 【 Selective distribution.;
Intensive distribution. ;
Franchising. ;
Exclusive distribution.】
9、多选题：
When a business plans to send messages via socializing apps to make a buzz, it needs to consider:
选项：
A: Message strategy.
B: Channel strategy.
C: Message frequency.
D: Price
答案: 【 Message strategy. ;
Channel strategy. ;
Message frequency. 】
10、多选题：
Promotional mix includes activities like:
选项：
A: advertising.
B: public relations
C: personal selling
D: sales promotion
答案: 【 advertising. ;
public relations ;
personal selling ;
sales promotion】
11、判断题：
McCarthy's theory is the only one adopted in describing marketing mix.
选项：
A: 正确
B: 错误
答案: 【 错误】
12、判断题：
Traditionally a product is described as a tangible item that can satisfy a customer's specific need.
选项：
A: 正确
B: 错误
答案: 【 正确】
13、判断题：
A product is a need for a problem.
选项：
A: 正确
B: 错误
答案: 【 错误】
14、判断题：
Market coverage is related to the convenience of buying.
选项：
A: 正确
B: 错误
答案: 【 正确】
15、判断题：
The market nichers occupy a small segment of the market and attempt to build strong ties with their customers via the provision of high-quality products and superior after-sales services.
选项：
A: 正确
B: 错误
答案: 【 正确】
16、判断题：
Marketing strategies are planned and should always be followed strictly.
选项：
A: 正确
B: 错误
答案: 【 错误】
17、判断题：
The market followers are less aggressive and tend to