大学MOOC 市场营销专业英语(太原理工大学)1450851196 最新慕课完整章节测试答案
Chapter10MarketingChannelsDeliveringCustomerValue
文章目录
- Chapter10MarketingChannelsDeliveringCustomerValue
- Chapter11EngagingCustomers
- Chapter12.PersonalSellingandSalesPromotion
- Chapter13BuzzMarketing,DigitalandSocialMediaMarketing
- Chapter14MarketingBudgetandLegalAspects
- Chapter1MarketingBasics
- Chapter2CompanyandMarketingstrategy
- Chapter3AnalysingtheMarketingEnvironment
- Chapter4ManagingMarketingInformationtoGainCustomerInsights
- Chapter5UnderstandingCustomersandBuyerBehaviour
- Chapter6DesigningaCustomer-drivenMarketingStrategy
- Chapter7Products,Services,andBrands
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】
Chapter11EngagingCustomers
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：