第一章測試1【單選題】(2分)Whichofthefollowingstatementsaboutmarketingistrue?A.Itisoflittleimportancewhenproductsarestandardized.B.Itisseldomusedbynonprofitorganizations.C.Itcanhelpcreatejobsintheeconomybyincreasingdemandforgoodsandservices.D.Itismoreimportantforbiggerorganizationsthansmallerones.E.Ithelpstobuildaloyalcustomerbasebuthasnoimpactonafirm'sintangibleassets.2【單選題】(2分)________managementistheartandscienceofchoosingtargetmarketsandgetting,keeping,andgrowingcustomersthroughcreating,delivering,andcommunicatingsuperiorcustomervalue.A.MarketingB.KnowledgeC.StrategicD.OperationsE.Distribution3【單選題】(2分)Identifythecorrectstatementaboutmarketingmanagement.A.Itisdefinedasthefieldthatdealswithplanningandmanagingabusinessatthehighestlevelofcorporatehierarchy.B.Itisprimarilyconcernedwiththesystematicgathering,recording,andanalysisofdataaboutissuesrelatedtomarketingproductsandservices.C.Itoccurswhenatleastonepartytoapotentialexchangethinksaboutthemeansofachievingdesiredresponsesfromotherparties.D.Itfocusesmostlyonmonitoringtheprofitabilityofacompany'sproductsandservices.E.Itfocusessolelyonattaininganorganization'ssalesgoalsinanefficientmanner.4【單選題】(2分)Aseconomiesadvance,agrowingproportionoftheeconomy'sactivitiesfocusesontheproductionof________.A.productsB.luxurygoodsC.eventsD.experiencesE.services5【單選題】(2分)The"Malaysia,TrulyAsia"adcampaignthatshowcasedMalaysia'sbeautifullandscapeanditsmulticulturalsocietyinordertoattracttouristsisanexampleof________marketing.A.placeB.propertyC.serviceD.eventE.idea6【單選題】(2分)InWaltDisney'sMagicKingdom,customerscanvisitafairykingdom,apirateship,orevenahauntedhouse.Disneyismarketinga(n)________.A.goodB.eventC.experienceD.organizationE.service7【單選題】(2分)Peopleinemergingcountriestodayarebecomingincreasinglyhealthconsciousandareseekinghealthyfoodchoices.Asaresult,demandforhealthfoodsisrisingsteadily,creatinganopportunityformarketerstoexploitthis________market.A.geographicB.businessC.needD.serviceE.demographic8【單選題】(2分)Organizationscateringtothe________marketneedtopricetheirofferingscarefullybecausethesemarketsusuallyhavelimitedpurchasingpower.A.exclusiveB.businessC.consumerD.globalE.nonprofit9【判斷題】(2分)Servicesconstitutethebulkofmostcountries'productionandmarketingefforts.A.錯(cuò)B.對10【判斷題】(2分)"FriendsDon'tLetFriendsDriveDrunk,"isanexampleofmarketinginformationtoaninterestedaudience.A.對B.錯(cuò)第二章測試1【單選題】(2分)Thetaskofanybusinessisto________.A.differentiateintermsofcostofproductionB.delivercustomervalueataprofitC.reducecompetitionD.communicatesimilarvalueasprovidedbycompetitorsE.createcustomerneeds2【單選題】(2分)Inthecycleofcompletestrategicplanning,takingcorrectiveactionisapartof________.A.analyzingB.controllingC.implementationD.planningE.organizing3【單選題】(2分)Ofthefourorganizationallevels,thecorporatelevelislikelytomakewhichofthefollowingdecisions?A.marketingplanforeachproductB.choosingspecificsuppliersforeachbusinessunitC.strategicplanforindividualbusinessunitsD.resourceallocationforeachproductE.enteringanewmarket4【單選題】(2分)Themarketingplan,thecentralinstrumentfordirectingandcoordinatingthemarketingeffortofacompany,operatesatthe________levels.A.functionalandoperationalB.customerandexpenditureC.corporateanddivisionD.strategicandtacticalE.corporateandoperational5【單選題】(2分)The________laysoutthetargetmarketsandthevaluepropositionthatwillbeoffered,basedonananalysisofthebestmarketopportunities.A.organizationalplanB.corporatemissionC.strategicmarketingplanD.customer-valuestatementE.corporatetacticalplan6【單選題】(2分)JuanGarciaplansthedailypromotionalreleasesabouthiscompany'sproductsandservices.Hecanbedescribedasa(n)________planner.A.strategicB.selectiveC.nicheD.tacticalE.operational7【單選題】(2分)Whichofthefollowingisanexampleofgrowthbydiversification?A.acompanyintegratesbackwardtocutcostsB.acompanyintroducingnewproductcategoryinanewmarketC.acompanyincreasesitsproductlineinanexistingmarketD.acompanyintroducingitsexistingproductsinanewmarketE.acompanyintroducinganewproductcategoryinanexistingmarket8【單選題】(2分)Qantas,theAustraliannationalairlinecarrier,introducesflightstotheMiddleEast.Thisisanexampleof________.A.differentiationB.marketdevelopmentC.diversificationD.productdevelopmentE.marketpenetration9【單選題】(2分)Unlikeitscompetitorsintheonlineairtravelindustry,Travelocityprovidesitscustomerswithagreatervarietyofservicessuchascruisereservations,packagetours,hotelbookings,andcarrentals.Thisisanexampleofa(n)________strategy.A.focusB.diversificationC.differentiationD.overallcostleadershipE.promotional10【單選題】(2分)McDonald'shasoftenteamedupwithDisneytoofferproductsrelatedtocurrentDisneyfilmsaspartofitsmealsforchildren.Thebestdescriptionofthisformofalliancewouldbea________.A.logisticsallianceB.networkallianceC.promotionalallianceD.pricingcollaborationE.productalliance第三章測試1【單選題】(2分)Theheartoftheinternalrecordssystemisthe________becausecustomersfavorfirmsthatcanpromisetimelydelivery.A.datawarehouseB.salesinformationsystemC.dataminingsystemD.informationneedsprobeE.order-to-paymentcycle2【單選題】(2分)The________beginswithsalesrepresentativesanddealerssendingorderstothefirmsandisfollowedbythesalesdepartmentpreparinginvoices,andfinallygeneratingshippingandbillingdocumentswhicharethensenttovariousdepartments.A.order-to-paymentcycleB.marketresearchprocessC.expensecycleD.payrollsystemE.humanresourcessystem3【單選題】(2分)Companiescanpracticetargetedmarketingbyusing________,whicharerecordsofWebsiteusagestoredonpersonalbrowsers.A.cookiesB.honey-potsC.plug-insD.trollsE.blackswans4【單選題】(2分)A________isasetofproceduresandsourcesmanagersusetoobtaineverydayinformationaboutdevelopmentsinthemarketingenvironment.A.viralmarketingcampaignB.productmanagementsystemC.salesinformationsystemD.marketingintelligencesystemE.datawarehousingsystem5【單選題】(2分)Acompanycantakeseveralstepstoimprovethequalityofitsmarketingintelligence.Ifthecompanypurchasescompetitiveproductsforstudy,attendsopenhousesandtradeshows,andreadscompetitors'publishedreportsandstockholderinformation,thecompanyisusing________toimprovethequalityofitsmarketingintelligence.A.sales-forcesurrogatesB.externalnetworksC.intermediariesD.customerfeedbacksystemsE.advisorypanels6【單選題】(2分)A________is"unpredictable,short-lived,andwithoutsocial,economic,andpoliticalsignificance."A.fashionB.fadC.megatrendD.trendE.style7【單選題】(2分)A________isa"largesocial,economic,political,andtechnologicalchangethatisslowtoform,andonceinplace,influencesusforsometime—betweensevenandtenyears,orlonger."A.trendB.styleC.fashionD.megatrendE.fad8【單選題】(2分)Agrowingpopulationdoesnotmeangrowingmarketsunless________.A.thegovernmenthasabudgetsurplusB.thepeopleareunderademocraticsystemofgovernmentC.peoplehavesufficientpurchasingpowerD.thereiscommonownershipofallresourcesE.thereisadequategovernmentalinterventioninthemarket9【單選題】(2分)Whichofthefollowingislikelytooccurduringeconomicdownturns?A.Consumptionofnecessarygoodsdecline.B.Thelevelofinvestmentintheeconomyrises.C.Peopletendtospendmoreonluxurygoods.D.Thepurchasingpowerofthepopulationdeclines.E.Long-termcreditisavailableatconcessionalratesofinterest.10【單選題】(2分)Today,corporationsneedtomakesurethattheyaregoodcorporatecitizensandthattheirconsumermessagesarehonestinordertopositivelyalignthemselveswithconsumers'viewsof________.A.themselvesB.othersC.societyD.theuniverseE.organizations第四章測試1【單選題】(2分)________isthesystematicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingthecompany.A.MarketingresearchB.InternalmarketingC.MarketingcommunicationsD.MarketsegmentationE.Marketingplanning2【單選題】(2分)WhenAmericanAirlinesdecidedtoreviewnewideasaimedatfirst-classpassengersonverylongflights,likeanultrahigh-speedWi-Fiserviceand124channelsofhigh-definitionsatellitecableTV,theirfirststepinthemarketingresearchprocesswasto________.A.developtheresearchplanB.definetheproblemandresearchobjectivesC.collecttheinformationD.makethedecisionE.analyzetheinformation3【單選題】(2分)Whichofthefollowingisconsideredtobethelaststepinthemarketingresearchprocess?A.presentingfindingsB.draftingthereportC.analyzinginformationD.controllingtheenvironmentE.arrivingatadecision4【單選題】(2分)Ifthegoalofmarketingresearchistoshedlightontherealnatureofaproblemandtosuggestpossiblesolutionsornewideas,theresearchissaidtobe________.A.primaryB.descriptiveC.quantitativeD.secondaryE.exploratory5【單選題】(2分)BeforeSandraopenedherfloristshopshereadallshecouldaboutthefloralindustry.Shealsoconsultedseveralpublishedresearchreportstounderstandgrowthpatternsinthelocalareawithparticularinterestinthelocationoffloriststhroughoutthecity.This________helpedhertodecideonthelocationofherstore.A.primitivedataB.secondarydataC.licensedinformationD.tertiaryinformationE.primarydata6【單選題】(2分)Whymustresearchersavoidgeneralizingfromfocusgroupparticipantstothewholemarket?A.Thesizeofthegroupistoosmallandthesampleisnotdrawnrandomly.B.Mostoftheparticipantsarelikelytobeignorantaboutthetopicofdiscussion.C.Theparticipantsusuallycomefromdiversebackgrounds.D.Participants'responsesarenotreliable.E.Mostoftheparticipantsarelikelytoexhibitsimilartastesandpreferences.7【單選題】(2分)Whichofthefollowingisusedtoassesspeople'sknowledge,beliefs,preferences,andsatisfactionandtomeasurethesemagnitudesinthegeneralpopulation?A.descriptiveresearchB.observationalresearchC.surveyresearchD.quantitativeresearchE.experimentalresearch8【單選題】(2分)Ifamarketingresearcherchoosestousewordassociations,theresearcherisusing________questions.A.LikertscaleB.semanticdifferentialC.open-endD.closed-endE.ratingscale9【單選題】(2分)Aftercollectingtherelevantinformation,thenextstepinthemarketingresearchprocessisto________.A.developtheresearchplanB.makethefinaldecisionC.analyzetheacquireddataD.definetheproblemandresearchobjectivesE.presenttheprojectreport10【判斷題】(2分)Whencompaniesengagestudentstodesignandcarryoutprojects,thepayofftothestudentsisexperienceandvisibility;thepayofftothecompaniesisafreshsetsofeyestosolveproblemsatafractionofwhatconsultantswouldcharge.A.對B.錯(cuò)第五章測試1【單選題】(2分)Aperson's________consist(s)ofallthegroupsthathaveadirect(face-to-face)orindirectinfluenceonhis/herattitudesorbehavior.A.subcultureB.familyC.referencegroupsD.socialclass2【單選題】(2分)Joeisacomputerservicetechnician.Peopleinhisneighborhoodusuallydependonhissuggestionsforpurchasinganycomputeraccessoryorhardware,astheybelievethathehasaccesstofarmoreinformationoncomputertechnologythantheaverageconsumer.TheneighborsarealsoawarethatJoehastherequiredknowledgeandbackgroundforunderstandingthetechnicalpropertiesoftheproducts.Withinthiscontext,Joecanbecalleda(n)________.A.rolemodelB.internationalmarketerC.gate-keeperD.transactionalleaderE.opinionleader3【單選題】(2分)FordMotorsusestheadcaption"MagnifytheAdventure"topromoteitslatestSUV,theFordEndeavour.Theadfeaturesthecartravelingthroughanuneven,rockyterrain.WithinthecontextofJenniferAaker'sbrandpersonalityanalysis,FordEndeavourismostlikelytobestrongonwhichofthefollowingtraits?A.sophisticationB.ruggednessC.intelligenceD.sincerity4【判斷題】(2分)Peoplearemorelikelytonoticestimuliwhosedeviationsarelargeinrelationtothenormalsizeofthestimuli.A.錯(cuò)B.對5【判斷題】(2分)Thebuyingprocessstartswhenthebuyerdecidesto,orenters,astoreorserviceprovider'sfacility.A.錯(cuò)B.對6【單選題】(2分)AconsumerwhousesGoogletofindcomparativereportsonnewautomobiles,ismostlikelyusingwhichofthefollowinginformationsourcesforassistance?A.publicB.experientialC.commercialD.personal7【單選題】(2分)Ifaconsumerisshoppingforasmartphone,allofthesmartphoneoptionsavailableinthemarket—whetheraconsumerknowsaboutthemornot—iscalledthe________set.A.awarenessB.totalC.considerationD.choice第六章測試1【單選題】(2分)A________consistsofagroupofcustomerswhoshareasimilarsetofneedsandwants.A.verticalmarketingsystemB.marketbasketC.marketsegmentD.marketshare2【單選題】(2分)WhenNikeattemptstogetclosetoitscustomersatthelocallevelbysponsoringlocalschoolteamsandprovidingshoes,equipment,andclothingtomanyofthem,Nikeisusingwhichofthefollowingmarketingformats?A.differentiatedmarketingB.affiliatemarketingC.grassrootsmarketingD.affinitymarketing3【單選題】(2分)Pampersdividesitsmarketdemographicallyonthebasisof________intoprenatal,newbaby,baby,toddler,andpreschooler.A.ageB.lifestageC.genderD.income4【單選題】(2分)JoseandErikahavejustdivorced.WhichofthefollowingdemographicsegmentationsubsegmentformatsmightbeusedbymarketerstoreachJoseorErika?A.personalitytypeB.agesegmentC.lifestageD.socialclass5【判斷題】(2分)Everyonewhobuysagivenproductwantsthesamebenefitsfromit.A.對B.錯(cuò)6【判斷題】(2分)Anundifferentiatedmarketingapproachtofullmarketcoveragedesignsamarketingprogramforaproductwithasuperiorimagethatcanbesoldtothebroadestnumberofbuyers.A.對B.錯(cuò)7【單選題】(2分)In________marketing,thefirmoperatesinseveralmarketsegmentsanddesignsdifferentproductsforeachsegment.A.undifferentiatedB.differentiatedC.nicheD.individual第七章測試1【單選題】(2分)RedBullenlistedcollegestudentsas"RedBullstudentbrandmanagers"todistributesamples,researchdrinkingtrends,designon-campusproductpromotionactivities,andwritestoriesforstudentnewspapers.Fromamarketingmanagementperspective,whichofthefollowingbrandequitydriversismostapplicableinthegivenscenario?A.theproductandallaccompanyingmarketingactivitiesandsupportingmarketingprogramsB.theprofitabilityassociatedwithbranddevelopmentC.theinitialchoicesforthebrandelementsoridentitiesmakingupthebrandD.associationsindirectlytransferredtothebrandbylinkingittoaperson2【單選題】(2分)Brand________aredevicesthatcanbetrademarkedandservetoidentifyanddifferentiatethebrand.A.elementsB.perceptionsC.imagesD.valuepropositions3【單選題】(2分)Ifconsumerscaneasilyrecallandrecognizeabrandelement,thebrandelementissaidtobe________.A.meaningfulB.adaptableC.protectableD.memorable4【判斷題】(2分)Toachieveintegratedmarketing,marketersneedavarietyofdifferentmarketingactivitiesthatconsistentlyreinforcethebrandpromise.A.對B.錯(cuò)5【單選題】(2分)Whenafirmusesanestablishedbrandtointroduceanewproduct,itiscalledabrand________.A.positioningB.harmonizationC.extensionD.valuation6【單選題】(2分)TheintroductionofDietCokebytheCoca-ColaCompanyisanexampleof________.A.lineextensionB.branddilutionC.categoryextensionD.brandharmonization7【判斷題】(2分)Flankersarebrandsthatmaybekeptarounddespitedwindlingsalesbecausetheymanagetomaintaintheirprofitabilitywithvirtuallynomarketingsupport.A.對B.錯(cuò)第八章測試1【判斷題】(2分)Aproductisanythingthatcanbeofferedtoamarkettosatisfyawantorneed.A.對B.錯(cuò)2【判斷題】(2分)Thecustomer-valuehierarchyconsistsofthebasicproduct,corebenefit,expectedproduct,augmentedproduct,andtheconsumptionsystem.A.對B.錯(cuò)3【判斷題】(2分)Carlosalwaysbuysbreadandmilkwhenhegoesgroceryshopping.Inthiscase,breadandmilkareexamplesofimpulsegoods.A.對B.錯(cuò)4【判斷題】(2分)Thefourproduct-mixdimensions(length,width,depth,consistency)permitthecompanytoexpanditsbusiness.A.錯(cuò)B.對5【判斷題】(2分)Thepackage,whichhasenclosedtheactualcommodity,iscalledsecondarypackage.A.錯(cuò)B.對6【單選題】(2分)A________isanythingthatcanbeofferedtoamarkettosatisfyawantorneed,includingphysicalgoods,services,experiences,events,persons,places,properties,organizations,information,andideas.A.functionB.benefitC.productD.process7【單選題】(2分)Marketersmustseethemselvesasbenefitproviders.Forexample,whenashopperpurchasesnewshoes,heorsheexpectstheshoestocoverhisorherfeetandallowhimorhertowalkunobstructed.Thisisanexampleofwhatlevelintheconsumer-valuehierarchy?A.basicproductB.potentialproductC.puretangiblegoodD.augmentedproduct第九章測試1【判斷題】(2分)Traditionally,pricewasneveramajordeterminantofbuyerchoice.A.錯(cuò)B.對2【判斷題】(2分)Althoughconsumersmayhavefairlygoodknowledgeoftherangeofpricesinvolved,veryfewcanaccuratelyrecallspecificpricesofproducts.A.對B.錯(cuò)3【判斷題】(2分)Generally,consumersprefersmallpriceincreasesonaregularbasistosudden,sharpincreases.A.錯(cuò)B.對4【判斷題】(2分)Shrinkingtheamountofproductinsteadofraisingthepriceisagoodwaytocounteractconsumerresistancetopriceincreases.A.錯(cuò)B.對5【判斷題】(2分)Trade-inallowancesarepricereductionsgivenforturninginanolditemwhenbuyinganewone.A.錯(cuò)B.對6【單選題】(2分)Thereservationprice,themaximumthatmostconsumerswillpayforagivenproduct,isknownasthe________price.A.upper-boundB.typicalC.usualdiscountedD.expectedfuture7【單選題】(2分)Afirmthatisplaguedwithovercapacity,intensecompetition,orchangingconsumerdesireswoulddobetterifitpursues________asitsmajorobjective.A.profitmaximizationB.marketskimmingC.product-qualityleadershipD.survival第十章測試1【判斷題】(2分)Wholesalersactuallypurchasegoodsfromaproducerinbulkandstoretheminwarehouses.A.錯(cuò)B.對2【判斷題】(2分)Amarketingchannelovercomesthetime,place,andpossessiongapsthatseparategoodsandservicesfromthosewhoneedorwantthem.A.對B.錯(cuò)3【判斷題】(2分)Add-onservicessuchascredit,delivery,installation,andrepairsprovidedbythemarketingchannelarereferredtoasservicebackup.A.錯(cuò)B.對4【判斷題】(2分)Wheneconomicconditionsaredepressed,producerswanttomovegoodstomarketusinglongerchannels.A.對B.錯(cuò)5【判斷題】(2分)Channelpoweristheabilitytoalterchannelmembers'behaviorsothattheytakeactionstheywouldnothavetakenotherwise.A.對B.錯(cuò)6【單選題】(2分)________aresetsofinterdependentorganizationsparticipatin