大学MOOC 营销管理（双语）(江西财经大学)1460660167 最新慕课完整章节测试答案

Chapter10DesigningandManagingIntegratedMarketingChannels

1、单选题：
‍ ________ are sets of interdependent organizations participating in the process of making a product or service available for use or consumption.‎‍‎
选项：
A: Marketing channels
B:  Interstitials
C:  Communication channels
D:  Sales territories
E:  Marketing terrains
答案: 【 Marketing channels】

2、单选题：
‎A manufacturer uses the company's sales force and trade promotions to carry, promote, and sell products to end users. Which of the following strategies is this manufacturer using?​‎​
选项：
A:  personalization strategy
B:  tailoring strategy
C:  push strategy
D: pull strategy
E: consumer promotion strategy
答案: 【  push strategy】

3、单选题：
‌Spike Inc. is a sportswear manufacturer that recently launched its new line of customizable running shoes. The shoes come with a digital component that allows them to adapt to the runner's biomechanics. To promote this new product, Spike launches an advertising campaign and entices a famous athlete to endorse the product. This is an example of a ________.​‌​
选项：
A: trade promotion
B: reverse flow
C: push strategy
D: pull strategy
E:  backward flow
答案: 【 pull strategy】

4、单选题：
‍When is a pull strategy appropriate?‎‍‎
选项：
A: when there is low brand loyalty
B: when consumers are able to perceive differences between brands
C:  when brand choice is made in the store
D:  when it is a low involvement purchase
E:  when the product is an impulse item
答案: 【 when consumers are able to perceive differences between brands】

5、单选题：
​Using the push strategy is most appropriate when ________.‌​‌
选项：
A:  consumers are able to perceive differences between brands
B: the product being sold is an impulse item
C:  there is high brand loyalty for the product
D:  the product is a high involvement purchase
E: consumers choose the brand before they go to the store
答案: 【 the product being sold is an impulse item】

6、单选题：
‏A computer manufacturing company allows customers to shop in their preferred way. For example, they can gather information online or in the store; they can place orders online or by phone or purchase in a store. They can have orders delivered to their home or arrange to pick them up from a convenient retail location. Which of the following terms best represents this practice?‏‏‏
选项：
A: omnichannel marketing
B:  mass customization
C:  online personalization
D:  push strategy
E: internal marketing
答案: 【 omnichannel marketing】

7、单选题：
‍Which of the following is the most accurate description of a value network?‌‍‌
选项：
A:  a system of partnerships and alliances that a firm creates to source, augment, and deliver its offerings
B:  a system of organizations and resources involved in moving a product from supplier to customer
C:  an arrangement whereby an organization transforms inputs into finished goods
D: a network that allows an organization to take the finished products to the end-users
E:  a communication network that allows an organization to transfer information to end-customers
答案: 【  a system of partnerships and alliances that a firm creates to source, augment, and deliver its offerings】

8、单选题：
‌Companies should first think about the target market and then design the supply chain backward from that point. This strategy is called ________ planning.‏‌‏
选项：
A: demand chain
B:  resource
C:  external channel
D: materials
E:  strategic business
答案: 【 demand chain 】

9、单选题：
‎Which of the following channel functions constitute only a backward flow?​‎​
选项：
A: movement of physical goods
B: placing orders with suppliers
C:  persuasive communication
D: storage of physical goods
E:  overseeing actual transfer of ownership 
答案: 【 placing orders with suppliers】

10、单选题：
‎Identify the channel function that constitutes both backward and forward flow.‌‎‌
选项：
A: obtaining financing
B:  storage of physical goods
C:  persuasive communication
D:  movement of physical goods
E: overseeing actual transfer of ownership 
答案: 【 obtaining financing】

11、单选题：
‍Producers often shift some functions to intermediaries. Which of the following is the most significant benefit of doing this?‍‍‍
选项：
A: It increases customer loyalty.
B: It provides the producer with greater control over operations.
C:  It reduces the amount of direct customer interaction.
D:  It lowers the producer's costs and prices.
E:  It ensures greater information security.
答案: 【  It lowers the producer's costs and prices.】

12、单选题：
​Which of the following is an example of a zero-level channel?‏​‏
选项：
A:  A manufacturer takes online orders from customers and ships the products to them.
B:  An organization uses a combination of direct salespeople and sales agencies to increase sales.
C:  A manufacturer sells its products through wholesalers and retailers.
D:  A manufacturer sells its products through chains of supermarkets and other large sellers.
E: A large company forms alliances with smaller companies to increase sales coverage.
答案: 【  A manufacturer takes online orders from customers and ships the products to them.】

13、单选题：
‎ Door-to-door sales, home parties, mail order, telemarketing, TV selling, Internet selling, and manufacturer-owned stores are examples of ________.‎‎ Door-to-door sales, home parties, mail order, telemarketing, TV selling, Internet selling, and manufacturer-owned stores are examples of ________.‎‎
选项：
A: zero-level channels
B: jobbers
C:  wholesalers
D: manufacturer's representatives 
E:  consumers 
答案: 【 zero-level channels】

14、单选题：
‍Which of the following activities is a reverse-flow channel of marketing?‍‍‍
选项：
A: raw materials movement
B:  product recycling
C:  materials ordering
D:  finished goods storage
E:  customer order placement
答案: 【  product recycling】

15、单选题：
‏Toyota has an advantage over Lexus due to the fact that there are more Toyota dealers, which helps customers save on transportation and search costs in buying and repairing an automobile. Which of the following service outputs relates to this competitive advantage?‎‏‎
选项：
A:  spatial convenience
B:  service backup
C:  lot size
D: waiting time
E:  delivery time
答案: 【  spatial convenience】

16、单选题：
‎Atburex is a furniture manufacturing company in the United States. The company provides a 60-day credit period and also offers on-site delivery and installation. These special benefits refer to which of the following service outputs?‍‎‍
选项：
A: service backup
B:  large product variety
C: spatial convenience
D:  large lot size
E: short waiting time
答案: 【 service backup 】

17、单选题：
‌Which of the following types of distribution involves severely limiting the number of channel intermediaries?‏‌‏
选项：
A: exclusive
B:  selective
C:  intensive
D:  aggressive
E:  retail
答案: 【 exclusive】

18、单选题：
‍Exclusive dealing arrangements are mainly used by companies looking for an edge in markets increasingly driven by ________.‏‍‏
选项：
A:  price
B:  efficiency
C: product variety
D:  add-on services
E: spatial convenience
答案: 【  price】

19、单选题：
‍ Electrobar, a European manufacturer of industrial kitchenware, sells to industrial canteens, restaurants, hotels, and so forth. The company provides a one-year warranty on all products and also allows customers to pay in installments—they pay 50 percent on delivery and the rest as equal installments. This refers to which element in the "trade-relations mix"?​‍​
选项：
A: price policy
B:  conditions of sale
C:  distributors' territorial rights
D: exclusive dealings
E:  mutual services and responsibilities
答案: 【  conditions of sale】

20、单选题：
‌Which marketing channel is associated with the highest value added per sale?‏‌‏
选项：
A: retail stores
B: sales force
C:  distributors
D:  Internet
E:  telemarketing
答案: 【 sales force】

21、单选题：
‍In many cases, retailers hold greater ________ than manufacturers, so manufacturers need to know retail buyers' acceptance criteria.​‍​
选项：
A:  channel power
B:  conditions of sale
C:  territorial rights
D: motivation
E:  channel design
答案: 【  channel power】

22、单选题：
‎A new firm typically starts as a local operation selling in a fairly circumscribed market by ________.‏‎‏
选项：
A: finding and developing new intermediaries
B: using a few existing intermediaries
C:  forming partnerships with the market leader
D:  creating a special channel
E: forming partnerships with other firms
答案: 【 using a few existing intermediaries】

23、单选题：
‏Which of the following is NOT a standard that producers would use to evaluate intermediaries' performance?‍‏‍
选项：
A: sales-quota attainment
B:  average inventory levels
C:  modification of channel design
D:  customer delivery time
E:  cooperation in promotional programs
答案: 【  modification of channel design】

24、单选题：
‌A producer must modify its channel design and arrangements if ________.​‌​
选项：
A: consumer buying patterns change
B: the competition in the market stabilizes
C: the product is in the growth stage of its life cycle
D: the market size remains unchanged for a particular period
E:  the firm's profits stabilize
答案: 【 consumer buying patterns change】

25、单选题：
‎What is the major difference between a conventional marketing channel and a vertical marketing system (VMS)?‍‎‍
选项：
A: Elements in a conventional marketing channel act as separate businesses whereas the elements in a VMS act as a unified system.
B: A VMS has many intermediaries whereas a conventional marketing channel has a limited number of intermediaries.
C: A VMS is characterized by an independent producer whereas a conventional marketing channel is characterized by multiple producers.
D:  A conventional marketing channel has elements such as retailers and wholesalers whereas these elements are not present in a VMS.
E:  Producers have complete control over the other members in a conventional marketing channel whereas this control is minimal in a VMS.
答案: 【 Elements in a conventional marketing channel act as separate businesses whereas the elements in a VMS act as a unified system.】

26、单选题：
​A(n) ________ vertical marketing system combines successive stages of production and distribution under single ownership.‍​‍
选项：
A: corporate
B:  administered
C:  contractual
D: regulatory
E:  controlled
答案: 【 corporate】

27、单选题：
​Rotter Garder Inc. is a large-scale paint manufacturer known for its wide range of decorative paint products and industrial coatings. In addition to making paints, the company also owns and operates the retail stores that sell its products. This is an example of a(n) ________ vertical marketing system.‍​‍
选项：
A: administered
B:  contractual
C:  referent
D:  corporate
E:  regulated
答案: 【  corporate】

28、单选题：
‏A group of small sellers takes the initiative and organizes a new business entity to carry on wholesaling and possibly some production. This entity is called a(n) ________.‌‏‌
选项：
A:  retailer cooperative
B: franchise organization
C: area-based cartel
D: sponsored voluntary chain
E:  alternate selling channel
答案: 【  retailer cooperative】

29、单选题：
‍ In a ________ marketing system, two or more unrelated companies put together resources or programs to exploit an emerging marketing opportunity. ‎‍‎
选项：
A: reverse flow
B:  vertical
C:  horizontal
D:  lateral
E:  forward flow
答案: 【  horizontal】

30、单选题：
​Alcart Solutions is a large distributor of Aldor phones in Canada. The company distributes products to various retailers in the New Brunswick province. Recently Aldor received several complaints from its retailers that their orders are not delivered on time. This is an example of ________ conflict.‌​‌
选项：
A: multichannel
B:  horizontal
C:  vertical
D: intermediate
E: parallel
答案: 【  vertical】

31、单选题：
​When Goodyear began selling its popular tire brands through Sears, Walmart, and Discount Tire, independent dealers that sold the same tires at higher prices were angry. This is an example of a(n) ________ conflict.‍​‍
选项：
A: horizontal
B:  vertical
C:  intermediate
D: multichannel
E:  parallel
答案: 【 multichannel】

32、单选题：
‌A manufacturer wants to achieve rapid market penetration through a low-price policy. However, the manufacturer's dealers prefer to work with high margins and pursue short-run profitability. The major reason for this conflict is ________.‎‌‎
选项：
A: goal incompatibility
B:  unclear roles
C:  ambiguous rights
D:  differences in perception
E:  dependence on the manufacturer
答案: 【 goal incompatibility】

33、单选题：
‎Winstar is a large-scale manufacturer with more than a hundred partners across the globe. When making decisions concerning distribution and channel optimization, the company invites members from its channel partners to be part of its advisory committee. This helps the company maintain harmony with its partners. Which of the following conflict resolution techniques is Winstar using?​‎​
选项：
A:  diplomatic counselling
B: mediation
C:  arbitration
D: co-optation
E: joint membership
答案: 【 co-optation】

34、单选题：
‏Which of the following channel conflict resolution techniques is used only if everything else proves ineffective?‏‏‏
选项：
A: legal recourse
B:  mediation
C:  arbitration
D:  co-option
E: superordinate goals
答案: 【 legal recourse】

35、单选题：
‎When Japanese teenagers carry mobile phones from NTT and use them to order goods, they are engaged in ________.‏‎‏
选项：
A: B2B ecommerce
B:  brick-and-click commerce
C:  infomediation
D:  dilution
E:  m-commerce
答案: 【  m-commerce】

36、判断题：
‎Marketing channels are the set of pathways a product or service follows after production, culminating in purchase and consumption by the final end user.‍‎‍
选项：
A: 正确
B: 错误
答案: 【 正确】

37、判断题：
‌A pull strategy is particularly appropriate when there is low brand loyalty in a category, brand choice is made in the store, the product is an impulse item, and product benefits are well understood.‌‌‌
选项：
A: 正确
B: 错误
答案: 【 错误】

38、判断题：
‍Companies should first think of the target market and then design the supply chain backward from that point. This strategy is called demand chain planning.‌‍‌
选项：
A: 正确
B: 错误
答案: 【 正确】

39、判断题：
​A marketing channel overcomes the time, place, and possession gaps that separate goods and services from those who need or want them.‌​‌
选项：
A: 正确
B: 错误
答案: 【 正确】

40、判断题：
‌Marketing channel functions such as storage and movement and communications constitute a backward flow of activities.‍‌‍
选项：
A: 正确
B: 错误
答案: 【 错误】

41、判断题：
‎All functions in a marketing channel use up scarce resources and can be shifted among channel members.‎‎‎
选项：
A: 正确
B: 错误
答案: 【 正确】

42、判断题：
‍The flow of materials to refurbish products for resale constitutes a reverse flow.‍‍‍
选项：
A: 正确
B: 错误
答案: 【 正确】

43、判断题：
‌An intensive distribution strategy serves well for products such as snack foods and soft drinks.‍‌‍
选项：
A: 正确
B: 错误
答案: 【 正确】

44、判断题：
​Manufacturers can obtain greater control over the selling process by using a sales agency.‌​‌
选项：
A: 正确
B: 错误
答案: 【 错误】

45、判断题：
‌After a company has chosen a channel system, it must select, train, motivate, and evaluate individual intermediaries for each channel.‌‌‌
选项：
A: 正确
B: 错误
答案: 【 正确】

46、判断题：
‌ Channel power is the ability to alter channel members' behavior so that they take actions they would not have taken otherwise.‎‌‎
选项：
A: 正确
B: 错误
答案: 【 正确】

47、判断题：
‎A corporate vertical marketing system combines successive stages of production and distribution under single ownership.‏‎‏
选项：
A: 正确
B: 错误
答案: 【 正确】

48、判断题：
​Multichannel conflicts are common when the members of one channel obtain a lower price based on larger-volume purchases.‎​‎
选项：
A: 正确
B: 错误
答案: 【 正确】

49、判断题：
​Exclusive dealings and tying agreements are illegal and prohibited by law.‏​‏
选项：
A: 正确
B: 错误
答案: 【 错误】

50、判断题：
‌Manufacturers that add online channels may avoid alienating retailers or other intermediaries by offering different brands or products through online channels than in stores.‏‌‏
选项：
A: 正确
B: 错误
答案: 【 正确】

Chapter1DefiningMarketingfortheNewRealities

1、单选题：
Which of the following statements about marketing is TRUE?‏
选项：
A: It is of little importance when products are standardized.
B:  It can help create jobs in the economy by increasing demand for goods and services.
C: It helps to build a loyal customer base but has no impact on a firm's intangible assets.
D: It is not needed in an Internet-fueled environment.
E: It is seldom used by nonprofit organizations.
答案: 【  It can help create jobs in the economy by increasing demand for goods and services.】

2、单选题：
________ management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.​
选项：
A:  Marketing 
B:  Knowledge 
C: Operations 
D: Strategic 
E: Distribution 
答案: 【  Marketing 】

3、单选题：
As economies advance, a growing proportion of the economy's activities focuses on the production of ________.‎
选项：
A: products
B: events 
C:  experiences 
D: luxury goods
E: services
答案: 【 services】

4、单选题：
Car rental firms, hair dressers, and management consultants provide ________. ‏
选项：
A: goods 
B:  experiences 
C: events
D: services 
E: information
答案: 【 services 】

5、单选题：
Soccer's World Cup is promoted aggressively to both companies and fans. This is an example of marketing a(n) ________.‎
选项：
A: idea 
B:  place
C:  luxury item
D:  event
E:  service
答案: 【  event】

6、单选题：
The "Malaysia, Truly Asia" ad campaign that showcased Malaysia's beautiful landscape and its multicultural society in order to attract tourists is an example of ________ marketing.‍
选项：
A: event
B:  property
C: service
D: place
E:  idea
答案: 【 place】

7、单选题：
 People in emerging countries today are becoming increasingly health conscious and are seeking healthy food choices. As a result, demand for health foods is rising steadily, creating an opportunity for marketers to exploit this ________ market.‎
选项：
A:  demographic
B: business
C:  need
D: geographic
E: service
答案: 【  need】

8、单选题：
Four key customer markets are the consumer, business, global, and ________ market.‍
选项：
A: demographic 
B:  physical 
C:  nonprofit 
D: product 
E: exclusive
答案: 【  nonprofit 】

9、单选题：
‌For marketers, the term market refers to which of the following?‍‌‍
选项：
A: a set of touch points such as store layouts and package designs
B:  a physical place where buyers and sellers gather
C:  a collection of buyers and sellers who transact over a particular product
D:  consumers and not businesses
E:  customer groups
答案: 【  customer groups】

10、单选题：
‎The responses marketers seek from prospects include all of the following EXCEPT‏‎‏
选项：
A: decampment
B: attention
C: a purchase
D: a donation
E: a donation
答案: 【 decampment】

11、单选题：
‎In marketing cosmetics, laundry detergent, and products like Pringles to consumers, P&G manages ________ such as eye-catching package designs and innovative product functions.‎‎‎
选项：
A: events
B:  prospects
C: markets
D: brands
E:  touch points
答案: 【  touch points】

12、单选题：
‌Which of the following is NOT a consumer touch point?‌‌‌
选项：
A: store layouts
B: package designs
C: product functions
D:  shipping and logistics
E:  All of these are touch points.
答案: 【  All of these are touch points.】

13、单选题：
​ ________ are basic human requirements, while ________ are the ways in which those requirements are satisfied. ‏​‏​ ‏
选项：
A: Wants; needs
B:  Demands; wants
C: Needs; wants
D:  Needs; demands
E:  Demands; needs
答案: 【 Needs; wants】

14、单选题：
‎When Frank buys his own house, he would like to have a home theater system and a Jacuzzi. He plans to save enough money in the next three years so that he can fulfill his wish. Frank's desire for the home theater and the Jacuzzi is an example of a(n) ________.‍‎‍
选项：
A:  needt
B: want
C:  demand
D:  market
E:  prospect
答案: 【 want】

15、单选题：
‎When companies measure the number of people who are willing and able to buy their products, they are measuring ________.‏‎‏‎‏
选项：
A: demand
B: price elasticity
C:  real needs
D: standard of living
E:  disposable income
答案: 【 demand】

16、单选题：
‍A(n) ________ need is one that the consumer is reluctant or unwilling to explicitly verbalize. ‎‍‎
选项：
A:  secondary
B: unstated
C:  delight
D: secret
E:  secret
答案: 【 secret】

17、单选题：
‏Companies address needs by putting forth a ________, a set of benefits that they offer to customers to satisfy their needs. ‏‏‏
选项：
A: brand
B: value proposition
C:  deal
D:  marketing plan
E: demand
答案: 【 value proposition】

18、单选题：
‌Marketers identify which segments of buyers present the greatest opportunity. These segments are called ________ markets. ‏‌‏
选项：
A: target
B: capital
C:  tertiary
D:  demographic
E: developing
答案: 【 target 】

19、单选题：
‌ ________ reflects a customer's judgment of a product's performance in relation to his or her expectations. ‌‌‌
选项：
A: Brand equity
B: Satisfaction
C: Value
D: Perception
E:  Brand image
答案: 【 Satisfaction】

20、单选题：
‌The value of an offering is described as the ________. ‎‌‎
选项：
A: price consumers are charged for a product
B: cost of manufacturing a product
C:  degree to which consumer demand for a product is positive
D:  sum of the tangible and intangible benefits and costs to customers
E: intangible benefits gained from a product
答案: 【  sum of the tangible and intangible benefits and costs to customers】

21、单选题：
​When Volvo runs ads suggesting that its cars are the safest that money can buy, it is trying to ________. ‏​‏
选项：
A: segment the market
B:  provide a service
C:  enter a new market
D:  develop brand loyalty
E:  position its product
答案: 【  position its product】

22、单选题：
‌ If a marketer uses warehouses, transportation companies, banks, and insurance companies to facilitate transactions with potential buyers, the marketer is using a ________ channel. ‌‌‌
选项：
A: service
B:  distribution
C:  communication
D:  relationship
E:  standardized
答案: 【 service 】

23、单选题：
‏ The ________ is the channel from raw materials to components to final products that are carried to final buyers. ‏‏‏
选项：
A:  communication channel
B:  distribution channel
C:  supply chain
D:  service chain
E:  marketing chain
答案: 【  supply chain】

24、单选题：
‏The actual and potential rival offerings and substitutes that a buyer might consider are referred to as the ________.‌‏‌
选项：
A:  supply chain
B: global market
C:  value proposition
D:  competition
E: marketing environment 
答案: 【  competition】

25、单选题：
‌The ________ environment includes the actors involved in producing, distributing, and promoting an offering. The main actors are the company, suppliers, distributors, dealers, and the target customers. ‌‌‌
选项：
A: economic
B:  management
C:  strategic
D:  task
E:  tactical 
答案: 【  task】

26、单选题：
‌Chipotle engages customers through Facebook, Twitter, and other social media via its grassroots "Food with Integrity" digital strategy, which puts the focus on what it sells and where it comes from. These are examples of ________ media. ‍‌‍
选项：
A:  owned
B:  earned
C: paid
D:  service
E:  marketing
答案: 【  owned 】

27、单选题：
​In an attempt to create greater competition and growth opportunities, countries often ________.​​​
选项：
A:  increase trade barriers
B:  protect industries
C: deregulate industries
D:  encourage intermediation
E:  reduce privatization
答案: 【 deregulate industries】

28、单选题：
‏Which of the three transformative forces mentioned in the chapter is associated with the Boston Consulting Group believing brand marketers must enhance their "digital balance sheets"?‎‏‎
选项：
A: demographics
B: accountability
C:  social responsibility
D:  globalization
E:  technology
答案: 【  technology】

29、单选题：
​The three central trends in Marketing 3.0 are collaborative marketing, globalization, and ________.‌​‌
选项：
A: cultural relevance
B: horizontal marketing
C:  consumer well-being
D:  the rise of a creative society
E:  sustained technological development
答案: 【  the rise of a creative society】

30、单选题：
​The Body Shop, Timberland, and Patagonia behave in environmentally responsible ways that differentiate them from competitors, build consumer preference, and achieve notable sales and profit gains. This is an example of ________.​​​
选项：
A:  social responsibility
B: technology
C: globalization
D:  collaboration
E:  goodwill
答案: 【  social responsibility】

Chapter2DevelopingandImplementingMarketingStrategiesandPlans

1、单选题：
‏The task of any business is to ________. ‎‏‎
选项：
A: create customer needs
B:  differentiate in terms of cost of production
C:  deliver customer value at a profit
D:  reduce competition
E:  communicate similar value as provided by competitors
答案: 【  deliver customer value at a profit】

2、单选题：
‎The value delivery process can be divided into three phases, out of which "choosing the value" implies ________, which is the essence of strategic marketing.‍‎‍
选项：
A:  segmentation, developing, and delivering
B:  targeting, positioning, and communicating
C:  targeting, positioning, and delivering
D:  segmentation, targeting, and positioning
E:  researching, developing, and delivering
答案: 【  segmentation, targeting, and positioning】

3、单选题：
​ James Frank has been put in charge of gathering marketing intelligence, disseminating it within his organization, and eventually directing action on the information. Mr. Frank's task is best described as part of the ________ process. ‎​‎
选项：
A: market-sensing
B: new-offering realization
C:  customer acquisition
D:  customer relationship management
E:  fulfillment management 
答案: 【 market-sensing 】

4、单选题：
‎When a customer places an order at BookBox.com, the company processes the customer's payment information, sends the order to the nearest warehouse, and ships the order via FedEx. This is best described as the ________ process. ​‎​
选项：
A:  market-sensing
B: customer acquisition
C:  customer relationship management
D:  fulfillment management 
E: new-offering realization 
答案: 【  fulfillment management 】

5、单选题：
‏What is the second phase of the value creation and delivery sequence?‌‏‌
选项：
A:  choosing the value
B:  providing the value
C: communicating the value
D:  calculating the value
E:  calibrating the value
答案: 【  providing the value】

6、单选题：
‎Angelo made the decision to outsource the software components of his consulting company so he could focus on the company's ________, which are sources of competitive advantage, make a contribution to perceived customer benefits, have application in a wide variety of markets, and are difficult to imitate.​‎​
选项：
A: core competencies
B: infrastructure
C: market-sensing processes
D:  fulfillment management processes
E: outbound logistics
答案: 【 core competencies】

7、单选题：
‍ The ________ in the value chain cover the sequence of bringing materials into the business (inbound logistics), converting them into final products (operations), shipping out final products (outbound logistics), marketing them (marketing and sales), and servicing them (service). ‎‍A) operations processes ‎‍‎
选项：
A:  operations processes
B:  manufacturing processes
C: primary activities
D:  secondary activities
E:  tertiary activities 
答案: 【 primary activities】

8、单选题：
‎Which of the following can be considered a primary activity in the value chain process?‌‎‌
选项：
A: procurement
B:  human resource management
C: technology development
D: inbound logistics
E:  firm infrastructure
答案: 【 inbound logistics】

9、单选题：
‍Activities involved in building deeper understanding of existing consumers and what the product offerings mean to them would be a part of the ________ process.‌‍‌
选项：
A: customer acquisition
B: customer relationship management
C: customer prospecting
D: D) customer integrating management
E:  customer equity 
答案: 【 customer relationship management】

10、单选题：
‍ Another way to describe a supply chain, where companies partner with specific suppliers and distributors to ensure a smooth functioning of the system, is to call it a ________. ​‍​
选项：
A:  teamwork group
B: horizontal integration
C: domestic power center
D: value exploration
E:  value delivery network
答案: 【  value delivery network】

11、单选题：
‍The key to utilizing organizational core competencies is to ________ that make up the essence of the business. ‎‍‎
选项：
A:  force organizational departments to justify the budgetary components
B: vertically integrate and own all intermediaries
C:  own and nurture the resources and competencies 
D: emphasize global promotions
E:  segment the workforces 
答案: 【  own and nurture the resources and competencies 】

12、单选题：
‍ The ________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities. ‍‍‍
选项：
A: organizational plan
B: corporate tactical plan
C:  corporate mission
D: customer-value statement 
答案: 【 corporate tactical plan】

13、单选题：
‌Juan Garcia plans the daily promotional releases about his company's products and services. He can be described as a(n) ________ planner.‏‌‏
选项：
A:  strategic
B:  selective
C: tactical
D:  niche
E: operational
答案: 【 tactical】

14、单选题：
‍The ________ sphere is the number of channel levels, from raw materials to final product and distribution, in which a company will participate. ‏‍‏
选项：
A:  industry
B: vertical
C:  product/application
D:  competence
E: market segment 
答案: 【 vertical】

15、单选题：
‍What are hollow corporations?‌‍‌
选项：
A: companies that market their products through franchisees
B: companies that have liabilities exceeding their assets
C: companies that outsource all production to suppliers
D:  companies that do not have any physical presence and only operate online
E:  companies that are horizontally integrated
答案: 【 companies that outsource all production to suppliers】

16、单选题：
‍Which of the following is an example of growth by diversification?‌‍‌
选项：
A: a company introducing its existing products in a new market
B: a company introducing new product category in a new market
C:  a company increases its product line in an existing market
D: a company introducing a new product category in an existing market
E: a company integrates backward to cut costs
答案: 【 a company introducing new product category in a new market】

17、单选题：
‏Once Starbucks established its presence in thousands of cities internationally, the company sought to increase the number of purchases by existing customers with a ________ strategy that led to new in-store merchandise, including compilation CDs, and high-speed wireless access. ‍‏‍
选项：
A: product-development
B: market-penetration
C:  diversification
D:  market-development
E: conglomerate 
答案: 【 product-development 】

18、单选题：
​ A(n) ________ is when a company might seek new businesses to purchase that have no relationship to its current technology, products, or markets. ‍​‍
选项：
A:  concentric strategy
B: conglomerate strategy 
C:  horizontal strategy
D: intensive growth strategy
E:  integrative strategy 
答案: 【 conglomerate strategy 】

19、单选题：
‏Which of the following terms can be defined as "the shared experiences, stories, beliefs, and norms that characterize an organization"? ​‏​
选项：
A: organizational dynamics
B:  a business mission
C: an ethical/value statement
D: customer relationships
E: corporate culture
答案: 【 corporate culture】

20、单选题：
‎When a firm aims to underprice competitors and win market share, it is using a(n) ________ strategy that requires relatively less marketing skills as compared to other strategies.‌‎‌
选项：
A:  product differentiation
B:  overall cost leadership
C: focus
D:  domestic customer relationship
E: price skimming
答案: 【  overall cost leadership】

21、单选题：
‍Unlike its competitors in the online air travel industry, Travelocity provides its customers with a greater variety of services such a