MOOC 商务英语(广东海洋大学)1453193207 最新慕课完整章节测试答案
Unit 1 Brands
Unit 1 单词小测
1、单选题：
______ refers to the tendency of a customer to continue buying a particular product.
选项：
A: Brand stretching
B: Brand awareness
C: Brand loyalty
D: Brand leader
答案: 【 Brand loyalty】
2、单选题：
A famous brand with a long history is __________.
选项：
A: classic brand
B: luxury brand
C: brand leader
D: brand manager
答案: 【 classic brand】
3、单选题：
_______ refers to the brand with the largest market share.
选项：
A: Classic brand
B: Brand leader
C: Brand manager
D: Brand value
答案: 【 Brand leader】
4、单选题：
_______ is the knowledge which consumers have of a brand.
选项：
A: Brand image
B: Brand essence
C: Brand loyalty
D: Brand awareness
答案: 【 Brand awareness】
5、单选题：
The fundamental spirits of the brand is __________.
选项：
A: brand stretching
B: brand essence
C: brand value
D: brand stretching
答案: 【 brand essence】
6、单选题：
________ refers to a brand associated with expensive, high quality products.
选项：
A: Famous brand
B: Classic brand
C: Luxury brand
D: Leader brand
答案: 【 Luxury brand】
7、单选题：
The person responsible for planning and managing a branded product is a ___________.
选项：
A: brand leader
B: brand manager
C: CEO
D: CFO
答案: 【 brand manager】
8、单选题：
_______ means the ideas and beliefs which consumers have about a brand.
选项：
A: Brand loyalty
B: Brand value
C: Brand essence
D: Brand image
答案: 【 Brand image】
9、单选题：
_________ is the aspects of a brand that bring value to the customer.
选项：
A: Brand value
B: Luxury brand
C: Brand loyalty
D: Brand awareness
答案: 【 Brand value】
10、单选题：
______ means using a successful brand name to launch a product in a new category.
选项：
A: Brand awareness
B: Brand leader
C: Brand stretching
D: Brand image
答案: 【 Brand stretching】
11、填空题：
Choose one of the following phrases to fill in the blank.luxury brand classic brand brand awareness brand essence brand stretching brand loyalty brand leader brand manager brand value brand imageLevis, which has been established for over 100 years and is world-famous, is a _____________.
答案: 【 classic brand】
12、填空题：
Choose one of the following phrases to fill in the blank.luxury brand classic brand brand awareness brand essence brand stretching brand loyalty brand leader brand manager brand value brand imageThe aim of the advertising campaign is to enhance _____________ so that consumers become more familiar with our coffee products.
答案: 【 brand awareness】
13、填空题：
Choose one of the following phrases to fill in the blank.luxury brand classic brand brand awareness brand essence brand stretching brand loyalty brand leader brand manager brand value brand imagEFor the customers, after-sale service is an important factor which decides the ________.
答案: 【 brand loyalty】
14、填空题：
Choose one of the following phrases to fill in the blank.luxury brand classic brand brand awareness brand essence brand stretching brand loyalty brand leader brand manager brand value brand imageHallmark produces greeting cards and gifts. Its __________ is “Caring Shared”.
答案: 【 brand essence】
15、填空题：
Choose one of the following phrases to fill in the blank.luxury brand classic brand brand awareness brand essence brand stretching brand loyalty brand leader brand manager brand value brand image Burberry is an iconic British _______.
答案: 【 luxury brand】
16、填空题：
Choose one of the following phrases to fill in the blank.luxury brand classic brand brand awareness brand essence brand stretching brand loyalty brand leader brand manager brand value brand imageCanon USA announced that the Company is the number-one _______________ in the overall copier market.
答案: 【 brand leader】
17、填空题：
Choose one of the following phrases to fill in the blank.luxury brand classic brand brand awareness brand essence brand stretching brand loyalty brand leader brand manager brand value brand imageThe move by Yamaha (originally a Japanese manufacturer of motorbikes) into branded hi-fi equipment, pianos and sports equipment is a good example of ___________________.
答案: 【 brand stretching】
18、填空题：
Choose one of the following phrases to fill in the blank.luxury brand classic brand brand awareness brand essence brand stretching brand loyalty brand leader brand manager brand value brand imageTo create goodwill and trust with its valued Chinese consumers, Nestle should work hard to re-establish its _____________ through offering quality products.
答案: 【 brand image】
19、填空题：
Choose one of the following phrases to fill in the blank.luxury brand classic brand brand awareness brand essence brand stretching brand loyalty brand leader brand manager brand value brand imageAs a __________________, John will take full responsibility of setting the direction for the brand's position in the market.
答案: 【 brand manager】
20、填空题：
Choose one of the following phrases to fill in the blank.luxury brand classic brand brand awareness brand essence brand stretching brand loyalty brand leader brand manager brand value brand imageApple's __________ climbed 84% in the past year to $153 billion.
答案: 【 brand value】
随堂测验
1、单选题：
1. Which of the following SWOT elements are internal factors for a business?
选项：
A: Strengths and Weaknesses
B: Opportunities and Threats
C: Strengths and Opportunities
D: Weaknesses and Threats
答案: 【 Strengths and Weaknesses 】
2、单选题：
2. Which of the following is false regarding why a SWOT Analysis is used?
选项：
A: To build on the strengths of a business
B: To minimize the weaknesses of a business
C: To reduce opportunities available to a business
D: To counteract threats to a business
答案: 【 To reduce opportunities available to a business 】
3、单选题：
3. Which of the following could be a strength?
选项：
A: Weather
B: New international market
C: A price that is too high
D: The location of a business
答案: 【 The location of a business】
4、单选题：
4. Which of the following could be a weakness?
选项：
A: A developing market such as the Internet
B: Competitors with access to better channels of distribution
C: Poor quality of goods and services
D: Special marketing expertise
答案: 【 Poor quality of goods and services】
5、单选题：
5. Which of the following could be an opportunity?
选项：
A: Having quality processes and procedures
B: Moving into new market segments that offer improved profits
C: Damaged reputation
D: A new competitor in your home market
答案: 【 Moving into new market segments that offer improved