大学MOOC 市场营销实训(玉林师范学院)1451611168 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: 【 Market/Customer 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：