大学MOOC 市场营销英语(九江学院)1450317454 最新慕课完整章节测试答案
Chapter10MarketingChannelsDeliveringCustomerValue
文章目录
- Chapter10MarketingChannelsDeliveringCustomerValue
- Chapter1MarketingBasics
- Chapter2CompanyandMarketingstrategy
- Chapter3AnalysingtheMarketingEnvironment
- Chapter4ManagingMarketingInformationtoGainCustomerInsights
- Chapter5UnderstandingCustomersandBuyerBehaviour
- Chapter6DesigningaCustomer-drivenMarketingStrategy
- Chapter7Products,Services,andBrands
- Chapter8NewProductDevelopmentandProductLife-CycleStrategies
- Chapter9PricingIssues
ExamChapter10
1、单选题：
Some retailing stores provide a narrow product line, but with a rich variety, such as bookstores, apparel stores, sporting-goods stores, and furniture stores. Those are called _____________.
选项：
A: department stores
B: speciality stores
C: supermarkets
D: convenience stores
答案: 【 speciality stores】
2、单选题：
Which of the following is not the feature of supermarkets?
选项：
A: Low-cost
B: Low-margin
C: Low-volume
D: Self-service
答案: 【 Low-volume】
3、单选题：
__________ is the practice of shoppers visiting stores to learn about and try products and later purchasing them at lower prices online.
选项：
A: Prospecting
B: Warehousing
C: Retailing
D: Showrooming
答案: 【 Showrooming】
4、单选题：
____________ are independently owned businesses that take title to all merchandise handled.
选项：
A: Merchant wholesalers
B: Brokers
C: Agents
D: None of the above
答案: 【 Merchant wholesalers】
5、单选题：
Channel ________ refers to the disagreements among marketing channel members on goals, roles, and rewards.
选项：
A: conflict
B: mistake
C: confusion
D: chaos
答案: 【 conflict】
6、单选题：
Downstream partners are mainly the __________ who directly sell the cars to the customers.
选项：
A: suppliers
B: distributors
C: intermediaries
D: clients
答案: 【 suppliers】
7、单选题：
All the members in the channel are connected by several types of flows. These include _____________.
选项：
A: the physical flow of products
B: the flow of ownership
C: the payment flow
D: All the above
答案: 【 All the above】
8、单选题：
The _______ flow is part of the logistics, including transporting and storing goods.
选项：
A: payment
B: physical
C: information
D: ownership
答案: 【 physical 】
9、单选题：
For ________ flow, the channel members help negotiate with the buyers to reach an agreement on price and other terms of the offer.
选项：
A: payment
B: physical
C: information
D: ownership
答案: 【 payment 】
10、多选题：
Factory outlets are owned and operated by manufacturers, offering favourable prices on a wide range of mostly ________, _______, or _______ goods.
选项：
A: surplus
B: discounted
C: household
D: irregular
答案: 【 surplus;
discounted;
irregular】
11、多选题：
The supply chain consists of two major parties. They are ________ partners and _________ partners.
选项：
A: upstream
B: upper-level
C: downstream
D: lower-level
答案: 【 upstream;
downstream】
12、判断题：
The dramatic growth of digital shopping, or combined digital and in-store shopping, has added a new dimension to shopper marketing.
选项：
A: 正确
B: 错误
答案: 【 正确】
13、判断题：
Discount store is a store that carries standard merchandise sold at lower prices with lower margins, with low volumes.
选项：
A: 正确
B: 错误
答案: 【 错误】
14、判断题：
The wholesaler has more contacts and is often more trusted by the buyer than the distant manufacturer.
选项：
A: 正确
B: 错误
答案: 【 正确】
15、判断题：
Brokers and Agents, are different from merchant wholesalers. They do take possession of the goods.
选项：
A: 正确
B: 错误
答案: 【 错误】
16、判断题：
The distinction between large retailers and large wholesalers is increasingly obvious.
选项：
A: 正确
B: 错误
答案: 【 错误】
17、判断题：
Marketing channels are part of the upstream partners.
选项：
A: 正确
B: 错误
答案: 【 错误】
18、判断题：
It is a good idea to involve as many channel members as possible.
选项：
A: 正确
B: 错误
答案: 【 错误】
19、判断题：
Direct marketing channel has no intermediary level. The company sells directly to consumers.
选项：
A: 正确
B: 错误
答案: 【 正确】
20、判断题：
Horizontal conflict occurs among firms at the same level of the channel. Whereas vertical conflict occurs between different levels of the same channel.
选项：
A: 正确
B: 错误
答案: 【 正确】
Chapter1MarketingBasics
Quiz1
1、单选题：
Advertising and selling are only the tip of the marketing _____.
选项：
A: hamburger
B: ice cream
C: iceberg
D: sandwich
答案: 【 iceberg】
2、单选题：
The goal of marketing is to create value for customers in order to __________ value (in monetary terms) from customers in return.
选项：
A: keep
B: capture
C: take
D: move
答案: 【 capture】
3、单选题：
In a narrower business context, marketing involves building profitable, ________ exchange relationships with customers.
选项：
A: value-taken
B: value-token
C: value-laden
D: value-chosen
答案: 【 value-laden】
4、单选题：
Business will ultimately _______ the rewards of value from consumers in the forms of sales, profits and long-term customer equity.
选项：
A: treat
B: see
C: deliver
D: reap
答案: 【 reap】
5、单选题：
Marketing can be defined as the ________ by which businesses create value for customers and build strong relationships to capture value from customers in return.
选项：
A: result
B: process
C: stage
D: point
答案: 【 process】
6、多选题：
Marketing is more concerned with creating, building, _________ and ________ relationships with customers.
选项：
A: gaining
B: maintaining
C: enhancing
D: increasing
答案: 【 maintaining;
enhancing】
7、多选题：
Marketers seem to know everything about you, from your habits to your preferences. They reach you ________, _________ and ________.
选项：
A: directly
B: personally
C: interactively
D: promptly
答案: 【 directly;
personally ;
interactively】
8、判断题：
Traditionally, many people think of marketing as only advertising and selling. But in this new century, marketing must be understood in the sense of satisfying customer needs.
选项：
A: 正确
B: 错误
答案: 【 正确】
9、判断题：
In this new century, the marketing landscape is already changed, and all traditional marketing approaches are not applicable any more.
选项：
A: 正确
B: 错误
答案: 【 错误】
10、判断题：
What marketers need to do is to construct a seller-driven marketing strategy.
选项：
A: 正确
B: 错误
答案: 【 错误】
Quiz3
1、单选题：
In this digital age, the way we communicate, access and share information, enjoy entertainment and do shopping have been totally _________ and reshaped.
选项：
A: altered
B: toppled
C: changed
D: adjusted
答案: 【 toppled】
2、单选题：
The post-recession recovery brings ________ back to consumers, they still tend to buy less, spend less and save more.
选项：
A: profits
B: benefits
C: advantages
D: means
答案: 【 means】
3、单选题：
Today, companies are sourcing more supplies and components abroad and developing new products for specific market. The key word(s) here is(are)______
选项：
A: globalization
B: global sourcing
C: localization
D: All the above
答案: 【 All the above】
4、单选题：
After the 2008 financial tsunami and its aftermath, consumers are moving from mindless to ________ consumption.
选项：
A: mindful
B: meaningful
C: positive
D: practical
答案: 【 mindful】
5、多选题：
When it comes to making purchasing decisions, consumers tend to stress more on features like _________, __________ and _________.
选项：
A: value-for-money
B: pr