营销学原理测试3-5章(英文版)

1、A company’s _____ consists of its suppliers, marketing intermediaries, customers, competitors and publics.A、macroenvironmentB、microenvironmentC、business environmentD、marketing environment2、_____ include resellers, marketing service agencies and financial firms that help a company to promote and sell its offerings to its final customers.A、Advertising agenciesB、SuppliersC、Intelligence firmsD、Marketing intermediaries3、A company’s _____ public includes its workers, managers, volunteers and board of directors.A、employeeB、citizen-actionC、internalD、human resource4、There are three trends in the natural environment that marketers are monitoring. These are _____, _____ and _____.A、shortages of raw materials; increased legislation; increased consumerismB、the green movement; shortages of raw materials; increased pollutionC、increased pollution; increased government intervention; shortages of raw materialsD、increased consumerism; increased population; increased ethical expectations5、The most dramatic force shaping business today is the _____ environment.A、naturalB、technologicalC、economicD、political6、Which of the following is not one of the reasons business legislation is enacted?A、To protect companies from each otherB、To protect companies from consumersC、To protect consumers from unfair business practicesD、To protect the interests of society7、A woman who drives a hybrid car, consistently recycles, and buys “earth-friendly”products, is acting out her view of _____.A、societyB、organizationsD、nature8、A company has several options with regard to its marketing environment. A strong company takes a(n) _____ approach.A、proactiveB、reactiveC、ingenuousD、peaceful9、A company’s macroenvironment consists of all of the following except _____.A、demographic forcesB、economic forcesC、competitive forcesD、none of the above10、Jonathan works for a firm that assists companies in promoting, distributing, and selling their products to end consumers. The firm Jonathan works for is a ________.A、licensorB、supplierC、marketing intermediaryD、local public11、The demographic environment is of major interest to marketers because it involves people, and people make up markets.A、TRUEB、FALSE12、Price & Malone Corp., a company based in Houston, caters to a market of individuals and households that buy goods and services for personal consumption. Price & Malone caters to a ________ market.A、businessB、resellerC、governmentD、consumer13、Government markets consist of government agencies that buy goods and services ________.A、to produce public servicesB、to resell at a profitC、for further processingD、for personal consumption14、The marketing team of 7 Star Inc., a company manufacturing smartphones, is currently studying the size, density, location, age, and occupation of its target market. Which of thefollowing environments is being studied in this scenario?A、demographic environmentB、political environmentC、economic environmentD、technological environment15、The economic environment consists of economic factors that affect ________.A、cultural patterns of communitiesB、entrepreneurial orientation of a populationC、the quality of technological innovationD、consumer purchasing power16、A value marketer is most likely to ________.A、offer consumers superior quality of goods and services at a very high priceB、offer consumers only those products that are associated with status and prestigeC、offer consumers low quality goods and services at very low pricesD、offer consumers a balanced combination of product quality at a fair price17、Consumers in the "lifestyles of health and sustainability" market are more likely to seek ________.A、alternative medicineB、perfumes made from animal productsC、clothing made of furD、leather goods18、Katrina Mendoza is a senior manager in a manufacturing firm that hires lobbyists to influence legislation that affects the manufacturing industry. Katrina's firm takes a(n) ________ stance toward the marketing environment.A、reactiveB、proactiveC、adversarialD、passive19、One of the important demographic trends in China is the changing age structure of the population.A、TrueB、False20、Individuals and households that buy or acquire goods and services for personal consumption make up the ________.A、consumer marketB、market offeringC、market mixD、social class21、Marketing stimuli include which of the following?A、economic stimuliB、price stimuliC、technological stimuliD、social stimuli22、Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations.A、cultural universalsB、reference groupsC、subculturesD、monocultures23、________ are groups to which an individual wishes to belong, as when a young basketball player hopes to play someday for the Los Angeles Lakers.A、Membership groupsB、Aspirational groupsC、Leading adoptersD、Reference groups24、A ________ consists of the activities an individual is expected to perform according to the people around him/her.A、motiveB、roleC、lifestyleD、life cycle25、A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, personality, and self-concept.A、personal characteristicsB、stereotypesC、perceptionsD、attitudes26、________ is a person's pattern of living as expressed in his/her psychographics, and it includes the individual's activities, interests, and opinions.A、PersonalityB、CultureC、LifestyleD、Motive27、Many marketers use the self-concept premise that people's possessions contribute to and reflect their identities—that is, "we are what we consume." According to this premise, consumers ________.A、buy products to support their self-imageB、rarely identify with brand personalitiesC、are affected by opinion leadersD、compare product brands28、Harley-Davidson promotes its motorcycles with images of independence, freedom, and power. Harley-Davidson has created a ________.A、motiveB、life-cycle stageC、self-conceptD、brand personality29、A marketer of women's hair care products targeting Chinese customers created an advertising message that told women their hair could be worn any way they wanted as opposed to wearing it straight. The message suggested the women did not need to conform to the mainstream media definition of beauty. It is most accurate to say that this ad was based on an understanding of customers' ________.A、social classB、life-cycle stageC、self-conceptD、status30、A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.A、stimulusB、perceptionC、cultureD、motive31、________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.A、MotivationB、PerceptionC、DissonanceD、Learning32、People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most of the information is called ________.A、subliminal retentionB、selective distortionC、cognitive dissonanceD、selective attention33、________ describes changes in an individual's behavior arising from experience.A、LifestyleC、PerceptionD、Cognitive dissonance34、When consumers are highly involved with the purchase of an expensive product and they perceive significant differences among brands, they most likely will exhibit ________.A、consumer capitalismB、complex buying behaviorC、variety-seeking buying behaviorD、dissonance-reducing buying behavior35、The information sources that are the most effective at influencing a consumer's purchase decision are ________. These sources legitimize or evaluate products for the buyer.A、commercialB、publicC、experimentalD、personal36、Which of the following is the final stage in the new product adoption process?A、awarenessB、adoptionC、evaluationD、interest37、Which of the following product characteristics refers to the degree to which the innovation appears superior to existing products?A、compatibilityB、divisibilityC、communicabilityD、relative advantage38、Symbols such as the McDonald's golden arches, the colorful Google logo, the Nike swoosh, or Apple's "bite mark" logo provide strong company or brand recognition and are indicative of ________ differentiation.A、peopleB、imageC、channelD、services39、________ segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.A、BehavioralB、PsychographicC、Age and life cycle40、________ segmentation assumes that nations close to one another will have many common traits and behaviors.A、GeographicB、OccasionC、PsychographicD、Benefit41、When the size, purchasing power, and profile of a market segment can be calculated, the market is ________.A、measurableB、profitableC、substantialD、actionable42、A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each is known as ________.A、mass marketingB、differentiated marketingC、concentrated marketingD、individual marketing43、The winning value proposition would be to offer ________.A、more for the sameB、more for lessC、more for moreD、same for less二、判断题1、Abel is considering whether or not to get an e-reader. He has read online reviews of three different kinds of readers and has talked with two friends who own e-readers. Abel is at the awareness stage of the new product adoption process.2、Early mainstream adopters accept new ideas after the average person.3、Two of the characteristics that are especially important in influencing an innovation's rate of adoption are relative advantage and compatibility.4、Subcultures consist only of religious groups.5、Social class is based on shared value systems and common life experiences and situations.6、Children exert little influence on family buying decisions.7、A person's occupation has no effect on the goods and services that she buys.8、According to Maslow's hierarchy of needs theory, when the most important need is satisfied, it will cease to be a motivator, and the person will then try to satisfy the next most important need.9、Habitual buying behavior involves consumers searching extensively for information about brands and evaluating brand characteristics.10、Postpurchase behavior is the stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction.11、Culture is the most basic determinant of a consumer's wants and behavior.12、Social class is determined only by one's income.13、An aspirational group is one to which a person wishes to belong.14、A product position is the way a product is defined by consumers on important attributes.15、Less-for-much-less positioning involves meeting consumers' lower performance or quality requirements at a much lower price.16、Mass marketing involves identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each.17、Individual marketing is also known as one-to-one marketing, mass customization, and markets-of-one marketing.。