大学MOOC 专业英语（市场营销）(淮阴工学院)1450428176 最新慕课完整章节测试答案

ExamLecture1

1、单选题：
‎Promotion is basically a kind of ________. ‌
选项：
A: Discussion.
B: Communication. 
C: Advertising. 
D: Brainwashing. 
答案: 【 Communication. 】

2、单选题：
​In order to increase the ________ of a product, the company should stengthen and enlarge it distribution network. ‌
选项：
A: affordability
B: accessibility
C: attractiveness
D: awareness
答案: 【 accessibility】

3、多选题：
‍What elements should be taken into consideration when it comes to making product decisions?‎
选项：
A: Product design. 
B: Branding. 
C: Product life cycle issues. 
D: Product quality. 
答案: 【 Product design. ;
Branding. ;
Product life cycle issues. ;
Product quality. 】

4、多选题：
In order to improve product accessibility, the following tactics can be considered: ‏‎‏
选项：
A: Selective distribution.
B: Intensive distribution.
C: Franchising.
D: Exclusive distribution.
答案: 【 Selective distribution.;
Intensive distribution.;
Franchising.;
Exclusive distribution.】

5、多选题：
When a business plans to send messages via socializing apps to make a buzz, it needs to consider: ‌‏‌
选项：
A: Message strategy. 
B: Channel strategy. 
C: Message frequency. 
D: Price. 
答案: 【 Message strategy. ;
Channel strategy. ;
Message frequency. 】

6、多选题：
The external operating environment includes the following aspects: ‎‏‎
选项：
A: Political.
B: Economic.
C: Sociocultural. 
D: Technological.
答案: 【 Political.;
Economic.;
Sociocultural. ;
Technological.】

7、判断题：
‍Marketing strategies are planned and should always be followed strictly.‎
选项：
A: 正确
B: 错误
答案: 【 错误】

8、判断题：
The market nichers occupy a small segment of the market and attempt to build strong ties with their customers via the provision of high quality products and superior after-sales services. ‍​‍
选项：
A: 正确
B: 错误
答案: 【 正确】

9、判断题：
​The market followers are less aggressive and tend to maintain their market position through price reduction.‎
选项：
A: 正确
B: 错误
答案: 【 正确】

10、判断题：
The market challengers are willing to take more risks, since they need to gain more market shares.‏‌‏
选项：
A: 正确
B: 错误
答案: 【 正确】

11、判断题：
​The market leaders tend to adopt a more offensive posture since they need to protect their market position.‌
选项：
A: 正确
B: 错误
答案: 【 错误】

12、判断题：
Strategic marketing is focused on the implementation of specific targets.​‎​
选项：
A: 正确
B: 错误
答案: 【 错误】

13、判断题：
Marketing strategy has the fundamental goals of increasing sales. ‌‌‌
选项：
A: 正确
B: 错误
答案: 【 正确】

14、判断题：
Alfred Chandler wrote in 1962 that strategy is the determination of the basic short-term goals of an enterprise, and the adoption of courses of action, and the allocation of resources necessary for carrying out these goals.‌‏‌
选项：
A: 正确
B: 错误
答案: 【 错误】

15、判断题：
Strategy is important because the resources available are sufficient, and how to utilize them is very critical to the success of business. ‎‎‎
选项：
A: 正确
B: 错误
答案: 【 错误】

16、判断题：
‌Market coverage is related to the convenience of buying.‌
选项：
A: 正确
B: 错误
答案: 【 正确】

17、判断题：
‌A product is a need for a problem.‎
选项：
A: 正确
B: 错误
答案: 【 错误】

18、判断题：
‎Traditionally a product is described as a tangible item that can satisfy a customer's specific need.‏
选项：
A: 正确
B: 错误
答案: 【 正确】

19、判断题：
‌McCarthy's theory is the only one adopted in describing marketing mix.  ‍
选项：
A: 正确
B: 错误
答案: 【 错误】

20、填空题：
‌A product is a _________ to a problem.‏
答案: 【 solution】

ExamLecture2

1、单选题：
‌In SWOT analysis, S refers to‏‌‏
选项：
A: Strategy
B: Scale
C: Simile
D: Strength
答案: 【 Strength】

2、多选题：
‍Once you've identified your risks, you can try the following: ‎‍‎
选项：
A: to eliminate the internal weakness by assigning company resources to fix the problems;
B: to reduce the external threat by abandoning the threatened area of business;
C: to avoid inputting resources into internal weaknesses; 
D: to add special advantage to internal weaknesses;
答案: 【 to eliminate the internal weakness by assigning company resources to fix the problems;;
to reduce the external threat by abandoning the threatened area of business;】

3、多选题：
​Examples of areas typically considered as strengths and weaknesses include: ‏​‏
选项：
A: Financial resources;
B: Physical resources;
C: Human resources;
D: Access to natural resources;
答案: 【 Financial resources;;
Physical resources;;
Human resources;;
Access to natural resources;】

4、多选题：
‎External factors typically include:‍‎‍
选项：
A: market trends
B: economic trends
C: funding
D: demographics
答案: 【 market trends;
economic trends;
funding;
demographics】

5、多选题：
​Useful opportunities can come from such things as:‏
选项：
A: changes in technology and markets on both a broad and narrow scale;
B: changes in government policies related to your field;
C: changes in social patterns;
D: lifestyle changes.
答案: 【 changes in technology and markets on both a broad and narrow scale;;
changes in government policies related to your field;;
changes in social patterns;;
lifestyle changes.】

6、多选题：
‎Marketing research consists of several steps, including _____, ______, ______ quantitative and qualitative data. ‌
选项：
A: gathering
B: recording
C: analyzing
D: submitting
答案: 【 gathering;
recording;
analyzing】

7、多选题：
By methodological approach, marketing research can be categorized as: ​‎​
选项：
A: Quantitative marketing research;
B: Consumer marketing research;
C: Qualitative marketing research;
D: B2B marketing research;
答案: 【 Quantitative marketing research;;
Qualitative marketing research;】

8、多选题：
‏Consumer marketing research is a form of applied sociology that concentrates on understanding the ______ of consumers in a market-based economy: ‍‏‍
选项：
A: preferences;
B: attitudes;
C: behaviors;
D: changes;
答案: 【 preferences;;
attitudes;;
behaviors;】

9、多选题：
‎Uncontrollable environmental factors include:‎‎‎
选项：
A: general economic conditions
B: technology
C: public policies
D: sociocultural changes
答案: 【 general economic conditions;
technology;
public policies;
sociocultural changes】

10、判断题：
‌Opportunities refer to elements in the environment that the business could exploit to its advantage.​‌​
选项：
A: 正确
B: 错误
答案: 【 正确】

11、判断题：
‌Threats refer to elements in the environment that could cause trouble for the business. ‏‌‏
选项：
A: 正确
B: 错误
答案: 【 正确】

12、判断题：
‏Weaknesses refer to characteristics of the business that place the business at a disadvantage relative to others.‏‏‏
选项：
A: 正确
B: 错误
答案: 【 正确】

13、判断题：
If all of your competitors provide high quality products, then a high quality production process is not a strength in your organization's market.‏‌‏
选项：
A: 正确
B: 错误
答案: 【 正确】

14、判断题：
‌The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior.‌‌‌
选项：
A: 正确
B: 错误
答案: 【 正确】

15、判断题：
‌Market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes.‍‌‍
选项：
A: 正确
B: 错误
答案: 【 正确】

16、判断题：
‏Marketing researchers and marketing managers are crossing the boundary into each others' fields by taking on more responsibilities.‍‏‍
选项：
A: 正确
B: 错误
答案: 【 正确】

17、判断题：
‎Two-way communication between business and their consumers became a reality due to the rapid development of information technology.‏‎‏
选项：
A: 正确
B: 错误
答案: 【 正确】

18、判断题：
‌The pace of growing online business competition is greater than that of the diminishing bricks-and-mortar shops.‌‌‌
选项：
A: 正确
B: 错误
答案: 【 错误】

19、判断题：
‌It was no longer sufficient to follow trends in web behavior or track sales data companies now needed access to consumer behavior throughout the entire purchase process.‏‌‏
选项：
A: 正确
B: 错误
答案: 【 正确】

20、填空题：
‎The ultimate purpose of SWOT analysis is to help you take ______ of your resources and competitiveness. ‍‎‍
答案: 【 advantage】

ExamLecture3

1、多选题：
‌Micro-environment factors include:‍‌‍
选项：
A: Consumers;
B: Competitors
C: Suppliers
D: Governments
答案: 【