2024知到答案 解密市场营销 完整智慧树网课章节测试答案
第一章 单元测试
1、多选题：
Which of the following statements are correct?
选项：
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.
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?
选项：
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
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: ______.
选项：
A:
owners
B:
shareholders
C:
employees
D:
customers
答案: 【
owners
;
shareholders
;
employees
;
customers
】
4、多选题：
Which of the followings are about marketing ethics issue?
选项：
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
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?
选项：
A:It can attract future employees.
B:The generation of goodwill
C:It can encourage consumers to support the organisation.
D:Good publicity
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 ______.
选项：
A:
an idea
B:
a service
C:
a person
D:
a good
答案: 【
an idea
;
a service
;
a person
;
a good
】
7、多选题：
A brand can be ______.
选项：
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
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?
选项：
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.
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?
选项：
A:Public relations
B:Research&Development
C:Accounting
D:Personal selling
答案: 【Public relations;
Personal selling】
10、多选题：
The traditional 4Ps framework includes ______.
选项：
A:
place
B:
product
C:
partners
D:
people
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 _________.
选项：
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
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 _________.
选项：
A:marketing environment
B:external environment
C:internal environment
D:target market
答案: 【marketing environment;
external environment】
3、多选题：
Which of the followings are part of an organisation's macro-environment?
选项：
A:Sociocultural forces
B:Political forces
C:Competitive forces
D:Technological forces
答案: 【Sociocultural forces;
Political forces;
Technological forces】
4、多选题：
Which of the followings are examples of an economic macro-environmental force?
选项：
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
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 _________.
选项：
A:legal forces
B:economic forces
C:technological forces
D:sociocultural forces
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 _________.
选项：
A:opportunities
B:strengths
C:weaknesses
D:threats
答案: 【opportunities;
threats】
7、多选题：
Which of the followings are demographic characteristics?
选项：
A:Ethnicity
B:Gender
C:Age
D:Marital status
答案: 【Ethnicity;
Gender;
Age;
Marital status】
8、多选题：
The macro-environment encompasses _________.
选项：
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
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.
选项：
A:legal
B:technological
C:cultural
D:environmental
答案: 【legal;
technological;
environmental】
10、多选题：
SWOT includes _________.
选项：
A:weaknesses and opportunities
B:weakness and opposition
C:situation and threats
D:strengths and threats
答案: 【weaknesses and opportunities;
strengths and threats】