学堂在线English for Marketing 期末考试答案- 广东外语外贸大学

English for Marketing - 广东外语外贸大学 - 学堂在线

1.单选题 (1分)

The product mix, also called product _________, of a company involves all products that a company has for sale.

Aline

Bportfolio

Cpackage

Drange

正确答案：B

2.多选题 (2分)

The costs of product usually consist of ______.

Amaterial costs

Blabour costs

Cdistribution costs

Dmarketing costs

正确答案：A,B,C,D (少选不得分)

3.单选题 (1分)

What is/are the function()/purpose() of developing new products?()

ATo replace the old ones.

BTo lengthen the product line.

CTo enrich the product mix.

DAll of the above. Key:D

正确答案：D

4.判断题 (1分)

Words like "legality", "legitimate" and "legislation" are all related to law. ()

正确答案：正确

5.单选题 (1分)

Large business purchases usually call for detailed product specifications, written purchase orders, careful searches and formal ________.

Aapprovals

Bagreements

Cconsents

Dproofs

正确答案：A

6.多选题 (2分)

Within the organization, buying activity consists of two major parts: __________ and _______.

Athe buying location

Bthe buying centre

Cthe buying procedure

Dthe buying decision process

正确答案：B,D (少选不得分)

7.多选题 (2分)

Nations differ greatly in their political-legal environments. Which is/are major factor() to consider regarding the political-legal environment? ()

AThe country’s attitudes toward international buying.

BGovernment bureaucracy.

CPolitical stability.

DMonetary regulations.

正确答案：A,B,C,D (少选不得分)

8.多选题 (2分)

Which of the following is/are the options that companies have when they decide to go global?()

AExporting.

BJoint venturing.

CDirect investment.

DImporting.

正确答案：A,B,C (少选不得分)

9.单选题 (1分)

_______ are limits on the amount of foreign imports that they will accept in certain product categories.

ATariffs

BQuotas

CExchange controls

DNontariff trade barriers

正确答案：B

10.多选题 (2分)

At the end of a certain period, say, one fiscal year, the customer can generally redeem the points in the loyalty card for some ______.

Acoupons

Bvouchers

Cgifts

Dcash

正确答案：A,B,C (少选不得分)

11.单选题 (1分)

Monopolistic competition occurs when an industry has many firms offering products that are similar but not ________.

Aequal

Bdifferent

Cidentical

Ddistinct

正确答案：C

12.单选题 (1分)

________ is a joint venture in which a company contracts with manufacturers in a foreign market to make its product or provide its service.

ALicensing

BContract manufacturing

CManagement contracting

DJoint ownership

正确答案：B

13.单选题 (1分)

In which type of industrial structure, the vast majority of people engage in simple agriculture?()

ASubsistence economies.

BRaw material exporting economies.

Cindustrializing economies.

DIndustrial economies.

正确答案：A

14.多选题 (2分)

In evaluating different market segments, a company must pay attention to three factors. They are ______.

Acompany objectives and resources

Bcompany size

Csegment structural attractiveness

Dsegment size

正确答案：A,B,C (少选不得分)

15.判断题 (1分)

The maturity stage is a stable stage where sales are high but growth rate is low.()

正确答案：正确

16.判断题 (1分)

Modern marketers tend to offer products with varying features. However, only those features with substantial values worthier than the marginal costs should be added. ()

正确答案：正确

17.单选题 (1分)

The goal of marketing is to create value for customers in order to _____ value (in monetary terms. from customers in return.

Akeep

Bcapture

Ctake

Dmove

正确答案：B

18.单选题 (1分)

Buy-one-get-one-free deals (aka BOGO) are among the most frequently used in-store promotional methods. Within business circles, they are often referred to as “__________”.

Aself-reliant

Bself-dependant

Cself-liquidating

Dself-imaging

正确答案：C

19.判断题 (1分)

Weaker customer loyalty forces companies to adopt customer relationship management systems. ()

正确答案：正确

20.单选题 (1分)

In _________, companies put their purchasing requests online and invite suppliers to bid for the business.

Areverse auctions

Bonline trading exchanges

Cextranet link with suppliers

Dcompany buying sites

正确答案：A

21.单选题 (1分)

Marketing can be defined as the ________ by which businesses create value for customers and build strong relationships to capture value from customers in return.

Aresult

Bprocess

Cstage

Dpoint

正确答案：B

22.单选题 (1分)

Channel ________ refers to the disagreements among marketing channel members on goals, roles, and rewards.

Aconflict

Bmistake

Cconfusion

Dchaos

正确答案：A

23.多选题 (2分)

Useful opportunities can come from such things as _____.

Achanges in technology and markets on both a broad and narrow scale

Bchanges in government policies related to your field

Cchanges in social patterns

Dlifestyle changes.

正确答案：A,B,C,D (少选不得分)

24.多选题 (2分)

______ belong to the category of intangible products.

AHealthcare

BFinancial services

CAirline services

DHospitality service

正确答案：A,B,C,D (少选不得分)

25.多选题 (2分)

T______ are examples of tangible products.

AClothes

BMobile phone

CToys

DCars

正确答案：A,B,C,D (少选不得分)

26.单选题 (1分)

If demand hardly changes with a small change in price, we say demand is ______.

Aelastic

Binelastic

Cflexible

Dstatic

正确答案：B

27.多选题 (2分)

It is a multi-view of your customers obtained from a strategic analysis of both ______ and _______ data of customer behaviours.

Aqualitative

Bquantitative

Cobservational

Dexperimental

正确答案：A,B (少选不得分)

28.多选题 (2分)

By methodological approach, marketing research can be categorized as _____.

Aquantitative marketing research

Bqualitative marketing research

Cconsumer marketing research

DB2B marketing research

正确答案：A,B (少选不得分)

29.单选题 (1分)

Under _________, the market consists of many buyers and sellers dealing with uniform commodities.

Apure competition

Bmonopolistic competition

Coligopolistic competition

Dpure monopoly

正确答案：A

30.多选题 (2分)

Marketers seem to know everything about you, from your habits to your preferences. They reach you ________, _________ and ________.

Adirectly

Bpersonally

Cinteractively

Dpromptly

正确答案：A,B,C (少选不得分)

31.判断题 (1分)

The market followers are less aggressive and tend to maintain their market position through price reduction. ()

正确答案：正确

32.单选题 (1分)

All the members in the channel are connected by several types of flows. These include _____________.

Athe physical flow of products

Bthe flow of ownership

Cthe payment flow

DAll of the above.

正确答案：D

33.多选题 (2分)

Marketing research consists of several steps, including _____, ______, ______ quantitative and qualitative data. 多选

Agathering

Brecording

Canalyzing

Dsubmitting

正确答案：A,B,C (少选不得分)

34.判断题 (1分)

If a company segments a market, it divides it into separate parts, usually in order to more precisely identify the target consumers and improve marketing opportunities. ()

正确答案：正确

35.单选题 (1分)

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.

Aattractive

Bvaluable

Cpopular

Dpromising

正确答案：D

36.判断题 (1分)

Different companies may adopt exactly the same approaches to market segmentation. ()

正确答案：错误

37.单选题 (1分)

Coupons entitle the holder to either a specified saving on a product or a cash _____.

Aretry

Brevive

Cretrieve

Drefund

正确答案：D

38.判断题 (1分)

The term macro-environment refers to larger societal forces that can affect the micro-environment. ()

正确答案：正确

39.多选题 (2分)

A loyalty card can also be named as ______.

Aclub card

Brewards card

Cpoints card

Dadvantage card

正确答案：A,B,C,D (少选不得分)

40.单选题 (1分)

__________ means using the same marketing strategy approaches and marketing mix worldwide.

AUniformed global marketing

BStandardized global marketing

CAdapted global marketing

DAdopted global marketing

正确答案：B

41.单选题 (1分)

________ refers to how closely related the product lines are in terms of end use, production requirements, distribution channels or any other way.

AProduct mix width

BProduct mix length

CProduct mix depth

DConsistency

正确答案：D

42.判断题 (1分)

Business buyers respond to economic factors, not personal factors. ()

正确答案：错误

43.判断题 (1分)

In test marketing stage, the product and its proposed marketing programme are tested in real market settings within a large scale. ()

正确答案：错误

44.多选题 (2分)

Factory outlets are owned and operated by manufacturers, offering favourable prices on a wide range of mostly ________, _______, or _______ goods.

Asurplus

Bdiscounted

Chousehold

Dirregular

正确答案：A,B,D (少选不得分)

45.判断题 (1分)

Competitors refer to companies with similar offerings for goods and services. ()

正确答案：正确

46.多选题 (2分)

What elements should be taken into consideration when it comes to making product decisions?()

AProduct design.

BBranding.

CProduct life cycle issues.

DProduct quality.

正确答案：A,B,C,D (少选不得分)

47.多选题 (2分)

A segment is less attractive, if ___________.

Ait has few strong and aggressive competitors

Bit is relatively difficult for new comers to enter

Cit is already packed with many strong and aggressive competitors

Dit is too easy for new comers to enter

正确答案：C,D (少选不得分)

48.判断题 (1分)

B2B (Business-to-business) loyalty programs reward businesses for their purchase of goods and services from suppliers. ()

正确答案：正确

49.多选题 (2分)

External factors typically include _____.

Amarket trends

Beconomic trends

Cfunding

Ddemographics

正确答案：A,B,C,D (少选不得分)

50.多选题 (2分)

Which of the following is/are key driving factor() of companies’ adopting sustainable marketing?()

ACustomer demand for socially responsible products and actions.

BCompanies demand sustainability initiatives from their suppliers.

CNew regulations and public policies.

DIncreasing cost and volatile prices of natural resources.

正确答案：A,B,C,D (少选不得分)

51.判断题 (1分)

Marketing enjoys serious consideration from the management if the company adopts the Affordable Approach. ()

正确答案：错误

52.判断题 (1分)

Making cuts in the wrong places can hurt and even damage the brand’s long-term image and customer relationship.()

正确答案：正确

53.单选题 (1分)

____________ is a certificate that grants buyers a discount when they purchase a specified product.

AGift

BCoupon

CFree Shipping

DLimited-time offer

正确答案：B

54.判断题 (1分)

Business norms and behavior vary from country to country.()

正确答案：正确

55.判断题 (1分)

Product mix decision making is a dynamic process. ()

正确答案：正确

56.多选题 (2分)

When the salesperson tries to close the sale, they can use several closing techniques, such as ______.

Aasking for the order

Breviewing points of agreement agents

Casking the buyer to clarify any objections

Doffering to help write up the order

正确答案：A,B,D (少选不得分)

57.判断题 (1分)

Under the Objective-and-Task Approach, the size of the budget depends on how many marketing activities it plans to carry out and the scale and level of difficulty of these tasks. ()

正确答案：正确

58.判断题 (1分)

If the company adopts the Affordable Approach, that's probably because the company's management regards marketing as a cost. ()

正确答案：正确

59.判断题 (1分)

If one work is protected by copyright, we can say “this work is subject to copyright”, but not “this work is copyrighted”. ()

正确答案：错误

60.判断题 (1分)

Remaining funds suggest that the size of the budget is decided by how much is left or how much the company can afford. ()

正确答案：正确