大学MOOC 商务英语阅读（刘喜琴）(华南理工大学)1454179181 最新慕课完整章节测试答案

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】

ExamChapter11

1、单选题：
‌The objectives that a good brand will achieve include to deliver the _______ clearly to confirm your credibility, to emotionally connect your target prospects with your product and or service. ‍‌‍‌‍
选项：
A: picture 
B: message
C: painting
D: drawing
答案: 【 message】

2、单选题：
‍The word media refers to the means of _________. ‏‍‏‍‏
选项：
A: telecommunication
B: communication
C: imagination
D: stratification
答案: 【 communication】

3、单选题：
‎Promotion relies heavily on various forms of _______.‏‎‏
选项：
A: advertising
B: communication
C: media
D: intermediary
答案: 【 media】

4、单选题：
‎The PR specialists create and put newsworthy information in the news media to attract the audience’s attention. This PR activity is called _____________.‌‎‌‎‌
选项：
A: Product publicity 
B: Press relations 
C: Public affairs 
D: Government relations
答案: 【 Press relations 】

5、单选题：
‍The relationships built and maintained with community is called ___________. ‌‍‌‍‌
选项：
A: Product publicity
B: Press relations 
C: Public affairs 
D: Government relations
答案: 【 Public affairs 】

6、单选题：
‍The PR specialists pay close attention to government policy changes, and try to help local governments with projects of public management. This PR activity is called _____________.‎‍‎
选项：
A: Product publicity 
B: Press relations 
C: Public affairs 
D: Government relations
答案: 【 Government relations】

7、单选题：
‏PR specialists may utilize several PR ________, or we can call them channels.​‏​‏​
选项：
A: means
B: methods
C: approaches
D: tools
答案: 【 tools】

8、单选题：
​Which of the following is/are not the principles of PR crisis management?‏​‏
选项：
A: Responsiveness
B: Deception
C: Transparency
D: Sincerity
答案: 【 Deception】

9、多选题：
‌The aspects of corporate social responsibility promoted include: ‏‌‏‌‏
选项：
A: environmental stewardship
B: philanthropic contribution
C: educational commitments
D: industry leadership
答案: 【 environmental stewardship;
philanthropic contribution;
educational commitments】

10、多选题：
‍The PR activities are mainly associated to two dimensions. They are:​‍​‍​
选项：
A: corporate ability
B: corporate reputation
C: cooperate interests
D: corporate social responsibility 
答案: 【 corporate ability;
corporate social responsibility 】

11、多选题：
​An integrated marketing communication approach may involve the following:‍​‍​‍
选项：
A: TV commercials
B: public relations
C: events
D: direct response media
答案: 【 TV commercials;
public relations;
events;
direct response media】

12、多选题：
​A media strategy involves identifying the following:​​​
选项：
A: the characteristics of target audience
B: the characteristics of the media
C: the media mix
D: the characteristics of the employees 
答案: 【 the characteristics of target audience;
the characteristics of the media;
the media mix】

13、判断题：
​The Media strategy is concerned with how messages will be delivered to consumers or niche markets. ‌
选项：
A: 正确
B: 错误
答案: 【 正确】

14、判断题：
‌The Integrated Marketing Communications approach involves multiple channels of media.  ‎
选项：
A: 正确
B: 错误
答案: 【 正确】

15、判断题：
​A media strategy is a plan of action that helps businesses reach their target audience, and by reaching their target audience they improve their overall conversion rate. ​
选项：
A: 正确
B: 错误
答案: 【 正确】

16、判断题：
‌Marketing through mobile apps and social media would be not so effective for reaching the teenage demographic as print and traditional media would be. ‌
选项：
A: 正确
B: 错误
答案: 【 错误】

17、判断题：
‎Marketing through print and traditional media is more effective for reaching the older consumers.   ‏
选项：
A: 正确
B: 错误
答案: 【 正确】

18、判断题：
‍For companies, they use PR to build good relations with their stakeholders which only include consumers and investors.    ‌
选项：
A: 正确
B: 错误
答案: 【 错误】

19、判断题：
‎Companies are not only to inform the shareholders about their fiscal performance during the past year, but also to make the shareholders stay optimistic about the companies’ future.   ‍
选项：
A: 正确
B: 错误
答案: 【 正确】

20、判断题：
‏In the case of Starbucks’ PR crisis, it is unwise that Starbucks quickly responded to the public right after the breakout of the rumour. ‌
选项：
A: 正确
B: 错误
答案: 【 错误】

21、判断题：
‎The marketing department can use software tools to conduct data mining.  ​
选项：
A: 正确
B: 错误
答案: 【 正确】

22、判断题：
‏A data warehouse may store information collected from different databases.   ‎
选项：
A: 正确
B: 错误
答案: 【 正确】

23、判断题：
​CRM systems can also give customer-facing staff detailed information on customers' personal information, purchase history, buying preferences and concerns. ‎
选项：
A: 正确
B: 错误
答案: 【 正确】

24、判断题：
‍Customer Relationship Management is a term that refers to practices, strategies and technologies that companies use to manage and analyse customer interactions and data with the goal of improving business relationships with customers.     ‎
选项：
A: 正确
B: 错误
答案: 【 正确】

25、判断题：
‎One function of CRM is to differentiate between customers on their individual needs and value to organization. ‍
选项：
A: 正确
B: 错误
答案: 【 正确】

26、判断题：
‏The purpose of implementing CRM is to create long-term, mutually beneficial relationship with customers. ‏
选项：
A: 正确
B: 错误
答案: 【 正确】

27、判断题：
‎Customer relationship management is built on idea of treating different customers differently, to customize offerings.‍
选项：
A: 正确
B: 错误
答案: 【 正确】

28、判断题：
‌Customer Relationship Management is also called one-to-one marketing. ‏
选项：
A: 正确
B: 错误
答案: 【 正确】

29、判断题：
‎Some institutes warn that commercial use of the personal data collected as part of the programmes has the potential for abuse.   ​
选项：
A: 正确
B: 错误
答案: 【 正确】

30、判断题：
‌Weaker customer loyalty forces companies to adopt customer relationship management systems.  ‍
选项：
A: 正确
B: 错误
答案: 【 正确】

ExamChapter12

1、单选题：
​____________ is a certificate that grants buyers a discount when they purchase a specified product.‌​‌​‌
选项：
A: Gift 
B: Coupon
C: Free Shipping 
D: Limited-time offer
答案: 【 Coupon】

2、单选题：
‌____________ give consumers a deal for buying more of a product.‏‌‏‌‏
选项：
A: Bulk purchase promotions
B: Limited-time offers
C: Coupons
D: Punch cards
答案: 【 Bulk purchase promotions】

3、单选题：
‏Sam’s Club of Walmart charges a small fee buy-in that gives customers extra discounts and first pick of services. What type of promotion strategy it is?‏
选项：
A: Limited-time offer
B: Punch card
C: Customer loyalty program
D: Free Trial
答案: 【 Customer loyalty program】

4、单选题：
‌The earliest forms of personal selling involved _________ systems. The participants in a transaction directly exchange goods or services for other goods or services without using money.‍
选项：
A: barter
B: exchange
C: trade
D: market
答案: 【 barter】

5、单选题：
‌____________ depends on physical boundaries to organize sales force with customer accounts.‌
选项：
A: Territorial sales structure 
B: Product sales structure 
C: Market/Customer sales structure 
D: Mixed sales structure
答案: 【 Territorial sales structure 】

6、单选题：
‌Which sales structure can be confusing for buyer when different sales forces are promoting different products of the same brand to the same buyer?​
选项：
A: Territorial sales structure 
B: Product sales structure 
C: Market/Customer sales structure 
D: Mixed sales structure
答案: 【 Product sales structure 】

7、单选题：
‌During which step, a salesperson meets the customer for the first time?‌
选项：
A: Prospecting and qualifying
B: Preapproach
C: Approach
D: Presentation
答案: 【 Approach】

8、单选题：
‏Which is the concluding/last step of selling process?‏
选项：
A: Handling the prospect’s objections
B: Presentation
C: Follow-up
D: Closing the sale 
答案: 【 Follow-up】

9、多选题：
‏Generally, there are two types of Sales promotions: ________ Sales Promotions and _______ Sales Promotions.‍
选项：
A: Consumer
B: Market
C: Client
D: Trade
答案: 【 Consumer;
Trade】

10、多选题：
​If your promotional activities are focused on ________, _________ or _________, then it is known as trade promotions.​
选项：
A: consumer 
B: dealers
C: distributors 
D: agents
答案: 【 dealers;
distributors ;
agents】

11、多选题：
‌When the salesperson tries to close the sale, they can use several closing techniques, such as:​
选项：
A: asking for the order
B: reviewing points of agreement agents
C: asking the buyer to clarify any objections
D: offering to help write up the order
答案: 【 asking for the order;
reviewing points of agreement agents;
offering to help write up the order】

12、判断题：
‌The sales force is the link between the company and its customers.‏
选项：
A: 正确
B: 错误
答案: 【 正确】

13、判断题：
‎The sales force and other marketing functions should work separately when creating value for customers. ​
选项：
A: 正确
B: 错误
答案: 【 错误】

14、判断题：
‎In today’s digital world, many customers still heavily rely on information and assistance provided by salespeople.‌
选项：
A: 正确
B: 错误
答案: 【 错误】

15、判断题：
‍Nowadays, technology is assisting salespeople, rather than replacing them.‌
选项：
A: 正确
B: 错误
答案: 【 正确】

16、填空题：
‍Advertising is _________ in nature and invites consumers to purchase products or services through touching images, sounds, or alluring experiences.‍
答案: 【 emotional】

17、填空题：
​Savvy business owners often run promotions on popular items to increase ________ or to give consumers a reason to try something new and different.‎
答案: 【 traffic】

18、填空题：
‍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 “__________”.‏
答案: 【 self-liquidating】

19、填空题：
‍The advantage of sales promotion is that they are not too expensive for the company when compared with _________ advertising mediums like Television or newspaper.‍
答案: 【 above-the-line】

20、填空题：
‎Coupons entitle the holder to either a specified saving on a product or a cash ______.‌
答案: 【 refund】

ExamChapter13

1、单选题：
‍Great content is the fuel that drives your digital marketing activities. Which of the following statements about content is not true?‍
选项：
A: It is a key pillar of modern SEO.
B: It helps the company get noticed on social media.
C: It generates something of value to offer customers in paid search ads.
D: It is not necessarily relevant to the audience.
答案: 【 It is not necessarily relevant to the audience.】

2、多选题：
‏Marketers can try the following white hat SEO methods to improve search rank by improving the user’s experience on the website:‍
选项：
A: increasing keyword depth.  
B: increasing keyword frequency.
C: increasing interlinking.
D: improving the organization of content on the page.
答案: 【 increasing keyword depth.  ;
increasing interlinking.;
improving the organization of content on the page.】

3、多选题：
‌Successful email campaigns must be:‌
选项：
A: engaging
B: relevant
C: informative
D: entertaining
答案: 【 engaging;
relevant;
informative;
entertaining】

4、多选题：
‌Social media participants in any particular virtual community can be divided into three segments:    ‎
选项：
A: influencers
B: individuals
C: consumers
D: suppliers
答案: 【 influencers;
individuals;
consumers】

5、判断题：
‏Creating highly readable content that is not promotional in nature, but instead educates and inspires, is very tough and not well worth the efforts.‌
选项：
A: 正确
B: 错误
答案: 【 正确】

6、判断题：
‏Marketing automation software measures the processes and ROI of the digital marketing campaigns, helping the business to grab revenue faster.‌
选项：
A: 正确
B: 错误
答案: 【 错误】

7、判断题：
‏People would tend to believe in what their friends or relatives say in terms of what to buy.‏
选项：
A: 正确
B: 错误
答案: 【 正确】

8、判断题：
‌Unfavourable word of mouth publicity is highly harmful for the brand.‌
选项：
A: 正确
B: 错误
答案: 【 正确】

9、判断题：
‌Marketing buzz originally referred to oral communication, but in the age of Web 2.0, social media are now the dominant communication channels for marketing buzz.​
选项：
A: 正确
B: 错误
答案: 【 正确】

10、判断题：
​By intentionally "leaking" some information of the new product, a company creates a buzz around a launch or an event.‏
选项：
A: 正确
B: 错误
答案: 【 正确】

11、判断题：
​The challenge for the marketer is to understand the potentially complex dynamics of the virtual community.‌
选项：
A: 正确
B: 错误
答案: 【 正确】

12、判断题：
‎Development of a social media marketing strategy does not need to take into account interaction with traditional media.‌
选项：
A: 正确
B: 错误
答案: 【 错误】

13、判断题：
‎There is a growing connection between marketing buzz and traditional television broadcasts.​
选项：
A: 正确
B: 错误
答案: 【 正确】

14、判断题：
‌A significant emphasis has been put on the use of online content to generate buzz about a product, service, or company.‎
选项：
A: 正确
B: 错误
答案: 【 正确】

15、判断题：
‌For advertising to generate effective positive buzz, research has shown that it must engage the viewer's emotions in a controversial way.  ​
选项：
A: 正确
B: 错误
答案: 【 错误】

16、填空题：
‍ _________ is the promotion of products or brands using electronic devices or the internet.‌
答案: 【 Digital marketing】

17、填空题：
​No longer passive participants in a one-sided marketing promotion, consumers are _______ by the internet and become autonomous authors, publishers and critics.​
答案: 【 empowered】

18、填空题：
‍Search engine optimization is the process of maximizing the number of visitors, also known as ________, to a company’s website by ensuring that the site appears high on the list of results returned by a search engine.‎
答案: 【 traffic】

19、填空题：
‎Paid search, or pay-per-click (PPC) advertising, typically refers to the “_________ result” on the top or side of a search engine results page (SERP).​
答案: 【 sponsored】

20、填空题：
​Marketing automation is an _________ platform that ties all digital marketing together.‏
答案: 【 integral】

ExamChapter14

1、多选题：
‏Intellectual property generally includes: ‍
选项：
A: Copyright
B: Patent
C: Trademark
D: Piracy
答案: 【 Copyright;
Patent;
Trademark】

2、判断题：
‌The word budget comes from a German word “bougette”.‎
选项：
A: 正确
B: 错误
答案: 【 错误】

3、判断题：
‏Marketing budget is the sum of money allocated for the marketing purpose and the summary of intended expenditures along with proposals for how to meet them.‍
选项：
A: 正确
B: 错误
答案: 【 正确】

4、判断题：
​If the company adopts the Affordable Approach, that's probably because the company's management regards marketing as a cost.‌
选项：
A: 正确
B: 错误
答案: 【 正确】

5、判断题：
‏Marketing enjoys serious consideration from the management if the company adopts the Affordable Approach.  ‌
选项：
A: 正确
B: 错误
答案: 【 错误】

6、判断题：
‏If the company adopts the Percentage of Sales Approach, then a percentage of current or anticipated sales is allocated to marketing actions.‏
选项：
A: 正确
B: 错误
答案: 【 正确】

7、判断题：
‏If the company calculates the cost of reaching its specific marketing objectives, then it can adopt the more sensible Objective-and-Task Approach.‏
选项：
A: 正确
B: 错误
答案: 【 正确】

8、判断题：
‍The adoption of the Objective-and-Task Approach suggests that the company is more particular about cost control.  ‌
选项：
A: 正确
B: 错误
答案: 【 正确】

9、判断题：
‍By adopting Competitive Parity means that the company wants to spend as much as the biggest and closest competitor does and even to beat (to spend more than) the competitor in terms of marketing.‌
选项：
A: 正确
B: 错误
答案: 【 正确】

10、判断题：
‏Remaining funds suggest that the size of the budget is decided by how much is left or how much the company can afford.‌
选项：
A: 正确
B: 错误
答案: 【 正确】

11、