第一章測(cè)試1【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Ethicsareasetofrules.B.Ethicsdependonsocial,culturalandindividualfactors.C.Ethicsareasetofmoralprinciplesthatguideattitudesandbehaviour.D.Ethicsaresubjectiveandimprecise.2【多選題】(10分)Whichofthefollowingwouldbeconsideredapartnerintheformaldefinitionofmarketing?A.CustomersB.Anorganisation'ssupplierofrawmaterialsC.Retailerswhosellanorganisation'sproductsD.Anadvertisingagencywhowritesthecopyforanorganisation'stelevisioncommercial3【多選題】(10分)Stakeholdersofanorganisationcouldinclude:______.A.customersB.shareholdersC.ownersD.employees4【多選題】(10分)Whichofthefollowingsareaboutmarketingethicsissue?A.IncreasingthepriceofaproductduetoincreasedcustomerdemandandlimitedavailabilityB.AsalespersonexaggeratingthebenefitsofaproducttopersuadeacustomertopurchaseitC.Advertisingjunkfoodonchildren'stelevisionD.Failingtoinformconsumersofknownpotentialrisksofusingaproduct5【多選題】(10分)Whichofthefollowingsarepotentialbenefitsofanorganisationactinginasociallyresponsiblemanner?A.Itcanencourageconsumerstosupporttheorganisation.B.GoodpublicityC.ThegenerationofgoodwillD.Itcanattractfutureemployees.6【多選題】(10分)Aproductcanbe______.A.anideaB.apersonC.agoodD.aservice7【多選題】(10分)Abrandcanbe______.A.aname,logo,sloganordesignthatdifferentiatesaproductB.anythingofferedtoamarketC.acollectionofsymbolsintendedtocreateanimageinacustomer'smindD.thebundleofattributesofaproduct8【多選題】(10分)Inmarketing,whichofthefollowingstatementsaboutpromotionarecorrect?A.Itcanbeusedtoremindcustomersaboutaproduct.B.Itcanbeusedtoinformorpersuadecustomers.C.Itissimplyanothernameforadvertising.D.Itcanbeusedtocreateawareness.9【多選題】(10分)Whichofthefollowingaremarketingactivities?A.PublicrelationsB.PersonalsellingC.Research&DevelopmentD.Accounting10【多選題】(10分)Thetraditional4Psframeworkincludes______.A.peopleB.productC.placeD.partners第二章測(cè)試1【多選題】(10分)Anorganisationthatoutsourcesfunctionsthatcanbedonemoreefficientlybyspecialistexternalprovidersisshiftingthosefunctionsfrom_________.A.itsmicro-environmenttoitsmacro-environmentB.itsinternalenvironmenttoitsmacro-environmentC.itsinternalenvironmenttoitsmicro-environmentD.itsinternalenvironmenttoitsexternalenvironment2【多選題】(10分)AmoviestudiolobbyinggovernmentstointroduceharsherpenaltiesforthemasscopyingofpiratedDVDsisanexampleofanorganisationattemptingtoinfluenceits_________.A.internalenvironmentB.marketingenvironmentC.targetmarketD.externalenvironment3【多選題】(10分)Whichofthefollowingsarepartofanorganisation'smacro-environment?A.PoliticalforcesB.CompetitiveforcesC.TechnologicalforcesD.Socioculturalforces4【多選題】(10分)Whichofthefollowingsareexamplesofaneconomicmacro-environmentalforce?A.TheAustraliandollarrisinginvalueB.AfallindemandforcommoditiessuchascoalandironoreduetotheglobalfinancialcrisisC.AriseininterestratesD.Thelevelofconsumerspendingdecreasing5【多選題】(10分)Therisinguseofsocialnetworkingsitescouldbeattributedto_________.A.technologicalforcesB.legalforcesC.economicforcesD.socioculturalforces6【多選題】(10分)Factorsthosearebeyondtheorganisation'sdirectcontrol,thoughtheorganisationmaybeabletohavesomeinfluenceoverthem,are_________.A.weaknessesB.strengthsC.opportunitiesD.threats7【多選題】(10分)Whichofthefollowingsaredemographiccharacteristics?A.EthnicityB.GenderC.AgeD.Maritalstatus8【多選題】(10分)Themacro-environmentencompasses_________.A.localandstategeographiclevelsB.countryandregionalgeographiclevelsC.thefactorsoutsideoftheindustrythatinfluencethesurvivaloftheorganisationD.marketingplanning9【多選題】(10分)Keyenvironmentalfactorsthatmarketersneedtoconsiderwhenanalysingthemarketingenvironmentincludepolitical,economic,sociocultural,_________forces.A.legalB.culturalC.technologicalD.environmental10【多選題】(10分)SWOTincludes_________.A.weaknessandoppositionB.weaknessesandopportunitiesC.situationandthreatsD.strengthsandthreats第三章測(cè)試1【多選題】(10分)Thebroadinfluencesonconsumerbehaviourcanbecategorisedas_________.A.psychologicalB.situationalC.individualD.group2【多選題】(10分)Whichofthefollowingwoulddescribeanopinionleaderfromamarketingperspective?A.Yourone-month-oldbabysisterB.MediacommentatorswhohavealargeaudienceC.AreferencegroupmemberwhoprovidesrelevantandinfluentialadviceD.Apersonofhighstandinginthecommunity3【多選題】(10分)Whichofthefollowingpurchasesituationswouldlikelybedescribedashighinvolvementintermsofconsumerdecision-making?A.ThepurchaseofmoreexpensiveproductsB.InfrequentlypurchaseC.WeeklysupermarketshoppingD.Thepurchaseoffamiliarproducts4【多選題】(10分)Howcanamarketerattempttoreducethelikelihoodofapurchaseroftheirproductexperiencingcognitivedissonance?A.Byofferingbonusesorrebatestoberedeemedsometimeafterpurchase,togivethepurchaseradditionalvalueB.Byensuringthattheirproducts,whenused,willmeetconsumerexpectationsC.ByincreasingthepriceoftheirproductD.Itisnotpossibleforamarketertoinfluencethepotentialcognitivedissonanceofaconsumer.5【多選題】(10分)WhichcountriesbelowwouldscorelowerthanAustraliaorNewZealandonHofstede's'individualism'dimensionofculture?A.UnitedStatesB.IndiaC.ChinaD.Japan6【多選題】(10分)Whichofthefollowingstatementsregardingsubculturesarecorrect?A.Subculturesareimportanttomarketerswhentheirshoppingandpurchasingbehaviourissignificantlydifferentfromthereminderofpopulation.B.Asubcultureisagroupcomprisingindividualsofsimilarrankwithinasocialhierarchy.C.Asubcultureisagroupofindividualswhosharecommonattitudes,valuesandbehavioursthatdistinguishthemfromthebroaderculture.D.Ahip-popculturewouldbeanexampleofasubculture.7【多選題】(10分)Whichofthefollowingcouldbeareferencegroupforanindividual?A.TheiridolsB.AworkorprofessionalgroupC.TheirfamilyD.Theirpets8【多選題】(10分)Demographiccharacteristicsinclude_________.A.educationlevelandgender.B.ageandincome.C.lifestyleandpersonality.D.raceandreligiousbelief.9【多選題】(10分)AccordingtoMaslow'stheory,whichofthefollowingneedswouldanindividualattempttosatisfybeforetheothers?A.HungerB.ThirstC.FinancialD.Safety10【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Perceptionisobjective.B.Perceptioncanbeparticulartoanindividual.C.Perceptionissubjective.D.Perceptioncanbeselective.第四章測(cè)試1【多選題】(10分)Juicybuyssugarfromalocalfactoryandsellslolliestodepartmentstoresandsupermarkets.Whichmarketsdothesetransactionstakeplacein?A.ProducermarketsB.RetailmarketsC.ResellermarketsD.Wholesalemarkets2【多選題】(10分)Institutionalmarketsaredistinguishedfromotherbusinessmarketsby_________.A.thenot-for-profitnatureoftheiractivities.B.thefacttheydonotsellservices.C.thefacttheydonotsellgoods.D.theirnon-publicnature.3【多選題】(10分)High-valuepurchasesarerelativelycommoninwhichbusinessmarkets?A.ResellerandgovernmentB.ProducerandinstitutionalC.ConsumerandresellerD.Onlineandconsumer4【多選題】(10分)Whichofthefollowingstatementsaboutbusiness-to-businesstransactionsingeneralarelikelytobecorrect?A.Theycaninvolveregularrepeatpurchases.B.Priceandotherconditionsofsalecanbeopentonegotiation.C.Theycanbeforhighvolumeandhighvaluepurchases.D.Therelationshipsbetweenbuyersandsellerstendtobeshortterm.5【多選題】(10分)Guitarsusuallyhaveebonyorrosewoodfretboards.Thedemandforebonyandrosewoodvarieswiththedemandforguitars.Thisisanexampleof_________.A.elasticdemandB.consumerdemandC.deriveddemandD.jointdemand6【多選題】(10分)CompanyAbuysglueforuseinmanufacturingitsproductsfromcompaniesB,CandD.WhichofthefollowingareunlikelytodecreasetheamountofgluethatCompanyAdemands?A.CompanyBbeginssellinggluetoconsumers.B.CompanyDstopsproducingglue.C.CompanyEbeginsbuyinggluefromcompaniesB,CandD.D.CompanyCincreasesitsglueprices.7【多選題】(10分)Whichofthefollowingsarecorrect?A.Businesspurchasingdecisionsofteninvolvedevelopmentofaformalproductrequirementspecification.B.Buyershavethefinalauthoritytomakebusinesspurchasingdecisions.C.Manybusinessesusemultiplesupplierssotheyarenotoverlyreliantonanyoneotherbusiness.D.Newtaskpurchasesarelikelytoinvolveextensiveevaluationofoptions.8【多選題】(10分)Inwhichofthefollowingbusinessmarketsarehigh-volumepurchaseslikelytobeacharacteristic?A.GovernmentmarketB.InstitutionalmarketC.ResellermarketD.Consumermarket9【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Demandforcomponentsinbusinessmarketsmostlytendstobepriceinelastic.B.Equipmentsupplierscantakeadvantageofjointdemandbyofferingongoingsupplyofmaintenanceandconsumables.C.Ajust-in-timeapproachtotakingdeliveryofcomponentsreducesinventorycosts,butincreasestheriskthattheproductionprocesswillbebroughttoahaltbytheshortageofanycomponent.D.Whileindustrydemandtendstobeinelastic,demandforthebusinessproductsofanyparticularcompanycanbeelastic.10【多選題】(10分)Whichstepsofthebusinessdecision-makingprocessmaybeomittedforthestraightrebuy?A.Post-purchaseevaluationB.EvaluationofoptionsC.InformationsearchD.Problem/needrecognition第五章測(cè)試1【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Targetmarketingisbestsuitedtosituationswheresubgroupsinthemarketcanbeidentifiedthathavesimilarcharacteristics.B.Massmarketingisbestsuitedtosituationswherebuyershavecommonwants,needsanddemands.C.Customisedmarketingisbestsuitedtosituationswherebuyershaveuniquewants,needsanddemands.D.Targetmarketingisbestsuitedtosituationswherebuyershavecommonwants,needsanddemands.2【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Massmarketingallowsforanorganisationtobuildcloserelationshipswithcustomers.B.Anundifferentiatedapproachtomarketingpotentiallyallowsanorganisationtoachieveeconomiesofscaleinproduction.C.Andifferentiatedapproachtomarketingpotentiallyallowsanorganisationtoachieveeconomiesofscaleinproduction.D.Massmarketingisanundifferentiatedapproachtomarketing.3【多選題】(10分)Whichofthefollowingwouldbeadvantagesofacustomisedmarketingstrategy?A.Positiveword-of-mouthcustomerreferralsB.CustomerloyaltyC.PotentialrepeatpurchasesfromthecustomerD.Buildingcloserelationshipswithacustomer4【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Amarketsegmenthasdistinctiveneeds,butthemembersofthesegmenthavesimilarneeds.B.Anarchitectdesigningacouple's'dream'homeisanexampleofcustomisedmarketing.C.Amarketsegmenthasdistinctiveneeds,andthemembersofthesegmenthavedistinctiveneeds.D.Amarketsegmenthassimilarneeds,butthemembersofthesegmenthavedistinctiveneeds.5【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Differenttargetmarketsmayrequireadifferentpositioningstrategy.B.Anorganisationfollowingthetargetmarketingconceptshouldtargetallmarketsegments.C.Marketscanbesegmentedmanydifferentwaysusingdifferentsegmentationvariables.D.Marketsegmentsshouldbeselectedfortargetingafteranevaluationprocess.6【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Targetinggeographicareasthathaveahighnumberofpotentialcustomersmaycreatedistributionefficienciesforanorganisation.B.Geographicsegmentationallowsforthesegmentationofverysmallgeographicalareas,suchasasinglesuburb.C.Geographicsegmentationvariablesincludeclimate.D.Geographicsegmentationvariablesincludeageandgender.7【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Thepositioningofanorganisation,itsproduct/sandbrand/sshouldbeconsistentlyreinforced.B.Thepositioningofanorganisation,itsproduct/sandbrand/sshouldbechangedregularly.C.Howanorganisationwishestopositionitsproductofferingtoatargetmarketshouldinfluencethedevelopmentofitsmarketingmixforthattargetmarket.D.Aproduct,organisationorbrandmaybeabletoberepositioned.8【多選題】(10分)Whichofthefollowingcaninfluencethemarketpositionofanorganisation,itsproducts,oritsbrandsinthemindsoftargetconsumers?A.AdvertisingandotherpromotionaleffortsB.Thepriceoftheorganisation'sproductC.Thecustomer'sexperienceoftheorganisation,product,orbrandD.Thefeaturesoftheorganisation'sproduct9【多選題】(10分)Whichofthefollowingwouldbeconsiderationsforanorganisationinevaluatingmarketsegmentsanddecidingwhichtotarget?A.TheabilityoftheorganisationtosatisfytheneedsandexpectationsofdifferentmarketsegmentsB.Anunderstandingand/oranalysisofcompetitorsandhowtheirofferingsareseenbypotentialtargetmarketsegmentsC.ThecosttotheorganisationoftargetingthatmarketsegmentD.Thepotentialsalesvolumeandrevenuesofdifferentmarketsegments10【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Psychographicsegmentationvariablesincludeconsumer'sbenefitexpectationsofaproduct.B.Psychographicsegmentationvariablesincludeconsumerbrandloyalty.C.Psychographicsegmentationvariablesincludeconsumerpersonalityattributes.D.Psychographicsegmentationvariablesincludeconsumerlifestyles.第六章測(cè)試1【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Aserviceusuallyinvolvestransferofownership.B.Aphysicalgoodisaproduct.C.Aserviceisaproduct.D.Aphysicalgoodistangible,aserviceisintangible.2【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Aproductcanbeaconsumerproductorabusiness-to-businessproduct,butnotboth.B.Thecoreproductcomprisesthefundamentalproductbenefitthatsatisfiestheconsumer'sneedorwant.C.Forsomeproducts,supportservicesandguaranteesmaybeattheaugmentedproductlevel,andforotherproducts,thesesamefeaturesmaybeattheexpectedlevel.D.Formanyproducts,ascompetitionincreasesovertime,featuresthatcouldoncehavebeenclassifiedasaugmentedbecomeexpectedorevencorefeatures.3【多選題】(10分)Forwhichofthefollowingproductsisaconsumerlikelytopurchasewithlittleornoengagementinthedecision-makingprocess?A.UnsoughtB.ShoppingC.ConvenienceD.Specialty4【多選題】(10分)Convenienceproductsinclude_________.A.business-to-businessproductsB.stapleproductsC.emergencyproductsD.impulseproducts5【多選題】(10分)Business-to-businessproductsinclude_________.A.servicesandsuppliesB.partsandmaterialsC.equipmentD.stapleproducts6【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Thestagethataproductisatintheproductlifecycledependssolelyonhowlongtheproducthasbeeninthemarket.B.Inthematurityphaseoftheproductlifecycle,saleswillmostlikelypeakorstarttofall.C.Productsmaybeunprofitableintheintroductionphaseoftheproductlifecycle.D.henewproductdevelopmentphaseoftheproductlifecyclecaninvolvesubstantialcostsforanorganisation.7【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Business-to-businessproductsincludeproductsthatorganisationsuseintheirdailyoperations.B.Promotionalactivitiestobuildawarenessofaproductaremostlikelytobenecessaryintheintroductionphaseoftheproductlifecycle.C.Business-to-businessproductsincludeproductsthatorganisationsuseintheproductionofotherproducts.D.Onceaproducthasreachedthematurityphaseoftheproductlifecycle,itisnotpossibletomovebacktothegrowthstage.8【多選題】(10分)Abrand_________.A.isanameB.isadesignC.isasloganD.isacollectionofsymbols9【多選題】(10分)Whichofthefollowingstatementsareincorrect?A.Brandequityisdeterminedbytheorganisationratherthantheconsumer.B.Acustomer'sbrandloyalty,onceestablished,willneverchange.C.Atrademarklegallyregistersabrandnameorbrandmarkinorderthatanorganisationmayexclusivelyuseitinthemarket.D.Brandequityistheaddedvaluethatabrandgivesaproduct.10【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Manufacturerbrandsareownedbyproducersandclearlyidentifiedatthepointofsale.B.Privatelabelbrandsarebecomingmorecommon.C.Manufacturerbrandsarethemostcommontypeofbrand.D.Privatelabelbrandsareownedbyresellers(suchaswholesalersandretailers).第七章測(cè)試1【多選題】(10分)Whichofthefollowingfactorswouldbelikelytoinfluenceanorganisation'spricingdecisionforitsproducts?A.Production,communicationanddistributioncostsB.Competitors'pricesC.Customers'willingnesstopayD.Requiredprofitability2【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Anexchangeofvaluealwaysinvolvesamonetarytransaction.B.Priceisameasureofvalueforbuyers.C.Not-for-profitorganisationsmaychargeapricefortheirproducts.D.Priceisameasureofvalueforsellers.3【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Anorganisationmayadjustitspricesatvarioustimesoftheyeartostimulatedemandandgeneratecashflow.B.Theunitcostofproductionofaproductmaydecreaseasproductionquantityofitincreases.C.Pricecannotbeflexibleintheshortterm.D.Aproduct'spricemaybesetlowinitiallyinordertopenetrateamarket.4【多選題】(10分)Whichofthefollowingstatementsarelikelytobeincorrect?A.Pricesarelesslikelytobeintheadvertisement.B.High-price,high-marginspecialtybrandsareusuallysoldthroughintensive,conveniencedistribution.C.Lowpricesareconsistentwithahighqualitypositioningapproach.D.Low-priced,high-volumeproductsareusuallysoldthroughselectiveretaildistribution.5【多選題】(10分)WhichofthefollowingassumptionswouldsupportMcDonald'sdecisiontochargehigherpricesattheirrestaurantsthatarelocatedinlowerincomesuburbs?A.McDonald'sdoesn'tbelieveindemand-basedpricing.B.McDonald'sbelievesindemand-basedpricing.C.Thatdemandfortheirproductinlowincomeareasispriceinelastic.D.Thatdemandfortheirproductinlowincomeareasispriceelastic.6【多選題】(10分)Whichofthefollowingwouldlikelybeflexiblecostforanorganisation?A.SalescommissionsB.RawmaterialsC.PackagingD.Officerent7【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Wheremarginalcostislessthanmarginalrevenue,eachadditionalunitsoldincursalossfortheorganisation.B.Wheremarginalcostismorethanmarginalrevenue,eachadditionalunitsoldincursalossfortheorganisation.C.Wheremarginalcostislessthanmarginalrevenue,anorganisationcanincreaseprofitsbysellingmoreunits.D.Wheremarginalcostismorethanmarginalrevenue,anorganisationcanincreaseprofitsbysellingmoreunits.8【多選題】(10分)Whichofthefollowingwouldbeclassifiedas'non-price'competition?A.BrandimageB.ConvenienceC.ProductqualityD.Customerservice9【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Anorganisationwithlowfixedcostsandhighvariablecostscouldleastaffordtoengageinpricecompetition.B.Anorganisationchoosingtocompeteonaspectsotherthanpricehasgreaterpowertodecideontheprofitmarginperunitsoldforitsproducts.C.Pricecompetitionisundesirableforasellerunlessithasacostadvantageovercompetitors.D.Anorganisationwithhighfixedcostsandlowvariablecostscouldleastaffordtoengageinpricecompetition.10【多選題】(10分)Aboutthecost-pluspricing,whichofthefollowingstatementarecorrect?A.Itisoftenusedwhenitiseasytodeterminethecostsoftheproduct.B.Itisoftenthecaseforlarge,complexprojectssuchasroadsandcommercialbuildingconstruction.C.Theselleraddstheirrequiredprofitmarginasadollaramountorpercentagetothecostsoncetheprojectiscomplete.D.Theadvantageforthebuyeristhattheycanbeassuredofthefinalpricetheywillpay.第八章測(cè)試1【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Choosingappropriatemediamakesitpossibletoaimadvertisingatpotentialtargetmarkets.B.Publicrelationscampaignsaregenerallyhighcost.C.Thechoiceofmediainwhichtoadvertisecanpositivelyornegativelyimpactonabrand'simage.D.Publicrelationsactivitiescanbeusedasatooltocombatnegativeperceptionsorevents.2【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Anorganisationcanimplementsalespromotionstrategiestoofferextravaluetoconsumersinabidtoincreasesales.B.Anorganisationcanimplementsalespromotionstrategiestoofferextravaluetoretailersinabidtoincreasesales.C.Anorganisationcanimplementsalespromotionstrategiestoofferextravaluetosalespeopleinabidtoincreasesales.D.Anorganisationcanimplementsalespromotionstrategiestosmoothdemand.3【多選題】(10分)Whichofthefollowingaredisadvantagesofpersonalsellingoverotherpromotionalactivities?A.Themarketingmessagecanbetailoredtosuitthepotentialbuyer'sneeds.B.Personalsellingisrelativelyexpensive.C.Personalsellinghasamorelimitedreach.D.Personalsellingistime-consuming.4【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.c.Advertisinginnewspapercanbeeffectiveinreachingnichetargetmarkets.B.Advertisingviatelevisioncanbeeffectiveintargetingageographicallyconcentratedaudience.C.Advertisinginmagazinescanbeeffectiveinreachingnichetargetmarkets.D.Theoveralleffectivenessofadvertisingcanbedifficulttomeasure.5【多選題】(10分)Apublicrelationscampaigncouldpotentiallybeusedbyanorganisationforwhichofthefollowingreasons?A.TogeneratepositivepublicityandgoodwillB.AspartofcrisismanagementC.TobuildandsustaingoodrelationshipswithstakeholdersD.Tocounternegativepublicity6【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Advertisinginnewspapercanbeeffectiveinreachingnichetargetmarkets.B.Theoveralleffectivenessofadvertisingcanbedifficulttomeasure.C.Advertisinginmagazinescanbeeffectiveinreachingnichetargetmarkets.D.Advertisingviatelevisioncanbeeffectiveintargetingageographicallyconcentratedaudience.7【多選題】(10分)Apublicrelationsprofessionalwouldlikelyengageinwhichofthefollowingactivities?A.MedialiaisonB.EventpromotionC.LobbyingD.Productpricing8【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Loyaltyprogramsincludesignageanddisplaysinstores,andfreeproducttrialsofdemonstrationsinstores.B.Loyaltyprogramscanbeaformofconsumersalespromotion.C.Loyaltyprogramsrewardconsumersfortheamounttheyspend.D.Loyaltyprogramsaredesignedtoencouragerepeatpurchases.9【多選題】(10分)Whichofthefollowingstatementsarecorrectinrelationtopost-purchasedissonance?A.Aconsumerfeelingtheyhavepurchasedwhattheyexpectedafterashoppingtripisanexampleofpost-purchasedissonance.B.Asalespersonwhofollowsupwithacustomeraftertheyhavemadeapurchasemaybeabletoreducethatcustomer'spost-purchasedissonance.C.Aconsumerhavingsecondthoughtsaboutthewisdomofaproductpurchaseisanexampleofpost-purchasedissonance.D.Aconsumerfeelingtheyhavepurchasedtoomuchafterashoppingtripisanexampleofpost-purchasedissonance.10【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Asponsormustlegallyensurethataneventorpersontheyaresponsoringhassomeformofrelationshipwiththeirproductsoractivities.B.Inreturnforfinancialorothersupport,asponsorwillusuallyhavetherighttodisplayorassociatetheirbrandname,logo,oradvertisingwithaneventorperson.C.Sponsorshipisapublicrelationstool.D.Consumersarebeginningtopaylessattentiontocorporatesponsorships.第九章測(cè)試1【多選題】(10分)Intermediariesinadistributionchannelcaninclude_________.A.industrialdistributorsB.customersC.wholesalersD.retailers2【多選題】(10分)BestWesternallowspeopletobookamotelroombycontactingthem,.Whichofthefollowingoptionsbestdescribesthisdistributionmodel?A.selectivelyB.DirectC.IndirectD.Exclusive3【多選題】(10分)Whichofthefollowingdistributionchannelsarecorrect?A.Producer,wholesaler,retailer,consumerB.Producer,retailer,wholesaler,consumerC.Producer,agent/broker,consumerD.Producer,consumer4【多選題】(10分)Whichofthefollowingwouldberelevantconsiderationsforthelocationofaretailstore?A.Proximitytocomplementaryretailers.B.Proximitytocompetitors.C.Customeraccesstopublictransportandpublicparkingavailableinapotentialarea.D.Whetherthegeographicareacontainsasignificantproportionoftheirtargetmarketdemographic.5【多選題】(10分)Abenefitthatretailersofferinthedistributionchannelisexchangeefficiency.Thismeansthat_________.A.thenumberofpartiesthatproducersandwholesalersmustdealwithisincreasedB.thenumberofsellersthatconsumersmustdealwithisincreasedC.thenumberofsellersthatconsumersmustdealwithisreducedD.thenumberofpartiesthatproducersandwholesalersmustdealwithisreduced6【多選題】(10分)Discountstoresarecharacterisedby_________.A.lowmarginsB.highlevelsofcustomerserviceC.self-serviceD.highturnover7【多選題】(10分)Whichofthefollowingsareformsofdirectmarketing?A.Door-to-doorsellingB.AutomaticvendingmachinesC.TelemarketingD.Cataloguemarketing8【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Agentsandbrokerscanoperateonbehalfofbothbuyersandsellers.B.Agentsandbrokerscanactasintermediariestoconnectmembersofthemarketingchannel.C.Agentsandbrokerscanoperateonbehalfofsellers.D.Agentsandbrokerscanoperateonbehalfofbuyers.9【多選題】(10分)Whichofthefollowingstatementsarecorrect?A.Wholesalersdealwithbusinessesinthedistributionchannel.B.Wholesalerstendtodealwithlargevolumesofproductsintheirtransactions.C.Wholesalersgenerallyadvertiseinthemassmedia.D.Wholesalingdoesnotincludetransactionswithendconsumers.10【多選題】(10分)Whichofthefollowingsarepotentialbenefitsprovidedbywholesalers?A.Awholesalercanreduceriskwhenconductingtransactions.B.Awholesalercanpromoteandsellamanufacturer'sproductstoretailers.C.A