大学外院营销方向课后习题含答案五

合集下载

大学外院营销方向课后习题1(含答案)

Chapter 1 – Defining Marketing for the Twenty-First CenturyTrue/False Questions1. Large, well known businesses have newly empowered customers, and have had to rethink their business models. True (moderate) p. 22. In the most generic sense, marketers seek to elicit a behavioral response from another party. True (moderate) p. 43. The following are entities which are commonly marketed: goods, services, distances, ideas, and information. False (moderate) pp. 4–54. Marketers and economists agree on the definition of the term “market.” False (moderate) p. 55. The computer metamarket consists of the manufacturers of computer memory chips, monitors, keyboards, coaxial cables, modems, software, storage systems (disks, hard drives, portableUSB media), and those who install, repair, and maintain systems and software. True (moderate) p. 6 6. The production concept holds that consumers will prefer products that are widely available and inexpensive. True (moderate) pp. 6–77. The marketing concept holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating superior customer value to its chosen target markets. True (moderate) pp. 7–88. Holistic marketing considers each of the following: relationship marketing, production marketing, integrated marketing, and social responsibility marketing. False (moderate) p. 89. The “four Cs” that correspond to the “four Ps” of the marketing mix are customer solution, custom er confidence, convenience, and communication. False (difficult) p. 910. The customer value triad is made up of a combination of price, quality, and service. True (moderate) p. 14Multiple Choice Questions1. __________ is(are) an organizational function(s) and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its shareholders.a.Marketing (easy) p. 3b.Managementc. Strategic planningd. Ethicse. Consumer behavior2. Marketing __________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.a. internallyb. management (moderate) p. 3c.segmentationd. traininge. integration3. The act of obtaining a desired product from someone by offering something in return is known as__________.a. product valuationb. the service desired of the productc. an exchange (moderate) p. 3d. the cost of the producte. customer satisfaction4. Which of the following is an example of an entity that marketing people market?a. A Civil War novel about two sisters.b. Actor Jake Gyllenhaal.c. The Homespun Arts & Crafts Festival.d. Plastic.e. All of the above. (difficult) pp. 4–55. Which of the following is correct?a. A metamediary is a physical marketplace.b. A marketspace is a stall in a flea market.c. A metamarket is a huge store.d.A marketspace is a digital shopping “area.” (difficul t) p. 6e. A megamarket includes only suppliers.6. The first computers originated for home use were only sold in kit form to technical enthusiasts who did their own assembly. Demand was high and so were prices. At that time, the firm offering these kits would likely have been using the __________ concept.a. product (moderate) p. 7b. marketc. technologicald. productione. selling7. Intel, one of the largest producers of integrated circuit chips, puts a great deal of effort into expanding production of chips to drive down the cost and thus expand the market. This is most indicative of the__________ concept.a. production (moderate) pp. 6–7b. productc. customerd. marketinge. societal8. Which of the following represents the product concept?a.A b etter mousetrap will lead people to beat a path to the marketer’s door. (moderate) p. 7b. It is both a proactive and a reactive form of marketing.c. It is a customer-centered, “sense and respond” philosophy.d. Consumers, if left alone, will not buy enou gh of the organization’s product.e. Selling more products will allow for lower production costs and higher profits.9. Producers of unsought products like burial insurance would normally employ the __________ concept.a. productionb. productc. marketingd. selling (moderate) p. 7e. customer10. __________ is based on the development, design, and implementation of marketing programs, processes, and activities that recognizes their breadth and interdependencies. It recognizes that “everything matters” w ith marketing.a. Relationship marketingb. Holistic marketing (moderate) p. 8c. Just-in-time productiond. A marketing networke. The Ford Motor Company Light Truck Division11. Dinetah Shoes collects information on its customers’ past purchases, their demographics and psychographics, and their media use and preferences. The goal is to capture a higher share of future purchases and developing stronger loyalty among its most important target segments. Dinetah Shoes is using __________.a. network marketingb. knowledge managementc. multidimensional scalingd. integrated marketinge. relationship marketing (moderate) p. 812. Customers, employees, suppliers, and distributors could all be considered __________.a. stockholdersb. stakeholders (moderate) p. 9c. channel membersd. part of the marketing organizatione. supply chain members13. When Caitlin Peterson began OldeTowne Spice Company, she had one product, an all-purpose seasoning mix called OldeTowne Special Blend for adding flavor to bland casseroles. She sold 5.5-ounce bottles of her seasoning mix for $6.95. Her only outlets were booths at craft fairs throughout the Northeast. She relied on word-of-mouth advertising and a few feature articles in regional newspapers to tell people about her produc t. The above describes OldeTowne Spice Company’s __________.a. method of exchangeb. transaction marketingc. marketing tacticsd. marketing mix (difficult) p. 9e. transfer marketing14. The tasks of hiring, training, and motivating able employees who w ork together and embrace a “think customer” perspective are all a part of __________ marketing.a. integratedb. extrapolatedc. myopicd. relationshipe. internal (moderate) p. 1115. Taking into account profitability, customer’s need, and the greater societal good when marketing is called __________.a.the societal marketing concept (moderate) p. 12b.the selling orientationc. the customer conceptd. the value propositione. cause-related marketing16. For each 20 kilo bag of Ole Boy High Pro dog food that is purchased, the manufacturer makes a donation to the American Humane Society. The terms of the donation are prominently displayed on the bags and included in its print ads. The manufacturer of Ole Boy is using __________ marketing.a. advocacyb. servicec. nonprofitd. pro bonoe. cause-related (moderate) p. 1217. __________ are wants for specific products backed by an ability to pay.a. Demands (moderate) p. 13b. Needsc. Valuesd. Moralse. Exchanges18. Which is true?a.Needs preexist marketers. (moderate) pp. 12–13b. Marketers create needs.c. A person’s need for food or shelter is a creation of marketers.d. Wants become needs when they are directed at specific objects that might satisfy the want.e. Demand strictly means desire for some object.19. June and Henry produce and sell garden artwork. They are debating over a description of the potential customers for their artwork. Jane and Henry are debating __________.a. the definition of customer valueb. customer satisfactionc. who their market is (moderate) p. 13d. what constitutes an exchangee. relationship marketing20. A brand name such as BMW carries many associations in the minds of people: speed, expensive, engineering, status, the BMW logo. These associations make up BMW’s __________.a. brand strengthb. customer value triadc. brand image (moderate) p. 14d. effective demande. value proposition。

营销策划实务课后习题答案大学期末复习资料.doc

项目一认识营销策划知识巩固1.如何理解营销策划的概念？答：营销策划是为了快速、有效地实现企业的营销目标，在科学地分析了有关影响因素的前提下，对企业内部环境进行准确的分析并有效运用经营资源的基础上，对未来将要开展的企业营销活动的方针、目标、战略以及实施方案与具体措施进行的设计和规划。

2.营销策划的特点是什么？可以分为哪些类型？答：营销策划具有计划性、主观性、系统性、复杂性、动态性的特点。

营销策划根据策划活动涉及的营销活动范围分类，可分为综合策划和战术策划。

根据策划活动的操作者分类可以分为内部自行策划、委托外部策划和内外协作策划。

根据策划对象分类，可分为企业策划、产品策划、服务策划和活动策划。

3.如何理解营销策划的七个原则？答：营销策划的原则可以概括为以下几大原则：战略性原则、信息性原则、系统性原则、权变性原则、可操作性原则、创新性原则、效益性原则。

战略性原则：营销策划关系到企业全局的发展或某一营销行动整体的效果，因此，其必须体现战略性原则。

策划的战略性原则主要包括全面性、长期性、稳定性三个方面。

信息性原则：信息是市场营销策划的基础。

它要求通过建立广泛的信息网络，尽可能全面地收集同决策与策划有关的各种资料，以提高决策与策划的准确性，减少其盲目性和风险性，企业的信息性原则主要包括全面性、准确性、系统性和连续性、保证市场信息的可操作性和信息加工的准确、及时、系统适用性几个方面。

系统性原则：营销策划的系统性原则是指任何营销策划都必须站在企业全局经营的高度来系统地设计和实施。

不管是在对企业组织结构、企业的发展史、企业的营销环境等因素进行分析，还是在营销策划方案的制订、实施、监控过程中，都要进行系统的研究，只有做到这一点才能保证营销策划的成功。

权变性原则：营销策划必须以专家为咨询骨干，它要求尽可能地利用各方面的专家参与营销策划，或者委托专业咨询机构进行营销策划，同时根据专家的权威与经验给予意见不同的权数，权数的分配会根据不同的策划主题进行调整。

国际市场营销全球营销学每章课后习题答案

全球营销学第四版每章课后习题答案第一章Introduction to Global Marketing1.What are the basic goals of marketing? Are these goals relevant to globalmarketing?P31、Surpass the competition at the task of creating perceived value for customers2、The Guide line is the value equation –Value = Benefits/Price (Money, Time, Effort, Etc.)P42.What is mean by “global localization”?（全球本土化策略）Is Coca-Cola a globalproduct? Explain.The phrase “global localization” represents an attempt to capture the spirit of the rallying cry for o rganizations in the 21st century, namely, “think globally, act locally.”Most people will agree that Coca-Cola is a global product by virtue of the fact that it is available in more than 195 countries in red cans bearing the distinctive signature style. It must be noted, however, that customer service efforts are adapted to the needs of particular markets, e.g., vending machines in Japan. Thus, Coca-Cola is both global and local.3.Describe some of the global marketing strategies available to companies. Giveexamples of companies that use the different strategies.Global marketing strategies: 1. global market participation is the extent to which a company has operations in major world markets; 2. standardization versus adaptation is the extent to which each marketing mix element can be standardized or adapted in various country markets; 3. concentration of marketing activities is the extent to which activities related to marketing mix are performed in one or a few country locations; 4. coordination of marketing activities is the extent to which activities related to marketing mix are performed interdependently around the globe; 5. integration of competitive moves is the extent to which a firm’s competitive marketing tactics in different parts of world are interdependent.Examples: 1. Coke is the best-known, strongest brand, as the Coca-Cola Company, supporting its Coke, Fanta, and Powerade brands with marketing mix elements both that are globe and local, is adept at adapting sales promotion, distribution, and customer service efforts to local needs;2. Mcdonald’s business model is a restaurant system that can be set up virtually anywhere in the world and offers core menu items-hamburgers, French fries, and soft drinks-in most countries, and the company also customizes menu offerings according to local eating customs.4.How do the global marketing strategies of Harley-Davidson and Toyota differ?Harley-Davidson motorcycles are known the world over as “the” all-American motorcycle. Harley’s mystique and heritag e are associated with the USA. The company backs up this positioning with exports from two U.S. manufacturing locations. By contrast, Toyota builds some models (e.g., Camry and Avalon) for the U.S. market in the U.S., a fact that Toyota stresses in its American ad. Thus, Harley-Davidson serves global markets while sourcing locally, while Toyota’s strategy calls for serving world markets and using the world as a source of supply.5.Describe the difference between ethnocentric, polycontric, regiocentric, andgeocentric management orientations.The premise of an ethnocentric orientation is that home country products and management processes are superior. An ethnocentric company that neither sources inputs from, nor seeks market opportunities in the world outside the home country may be classified as an domestic company. A company that does business abroad while still presuming the superiority of the home country may be classified as an international company. Such a company would rely on an extension strategy whereby it would export, without adaptation, products designed for the domestic market.The polycentric orientation that predominates at a multinational company leads to aview of the world in which each country markets is different from the others. Local country managers operating with a high degree of autonomy adapt the marketing mix in a polycentric, multinational company. Managers who are regiocentric or geocentric in their orientations recognize both similarities and differences in world markets. Market opportunities are pursued using both extension and adaptation strategies. The regiocentric and geocentric orientations are characteristic of global transnational companies.OrEthnocentric orientation: home country is superior to the rest of the world, sees similarities in foreign countries，leads to a standardized or extension approach; Polycentric orientation: the opposite of ethnocentrism, each country in which a company does business is unique, sees differences in foreign countries, leads to localized or adaption approach; Regiocentric orientation: a region becomes the relevant geographic unit; management`s goal is to develop an integrated regional strategy; Geocentric orientation：views the entire world as a potential market and strives to develop integrated world market strategies.6.Identify and briefly describe some of the forces that have resulted in increased globalintegration and the growing importance of global marketing.P21+Driving Forces：Regional economic agreements、Market needs and wants、TechnologyTransportation and communication improvements、Product development costs、Quality、World economic trends、LeverageRestraining Forces：Management myopia、Organizational culture、National controls 7.Define leverage and explain the different types of leverage utilized by companieswith global operations.Define leverage：P25第二章The Global Economic Environment1.Explain the difference between market capitalism, centrally planned capitalism,centrally planned socialism, and market socialism. Give an example of a country that illustrates each types of system.Market capitalism is an economic system in which individuals and firms allocate resources and production resources are privately owned. (England).Centrally planned capitalism is an economic system in which command resource allocation is utilized extensively in an environment of private resource ownership. (Sweden)Centrally planned socialism, in this type of economic system, the state has broad powers to serve the public interest as it sees fit. (Former Soviet Union)Market socialism, in such a system, market allocation policies are permitted within an overall environment of state ownership. (China)2.What is a BEM? Identify the BEMs according to their respective stages of economicdevelopment.P53P56-583. A manufacture of satellite dishes is assessing the world market potential for hisproducts. He asks you if he should consider developing countries as potential markets.How would you advise him?Despite the difficult economic conditions in parts of developing countries, many nations will involve into attractive markets.One of marketing’s roles in developing countries is to focus resources on the task of creating and delivering products that are best suited to local needs and incomes. The role of marketing to indentify people’s needs and wants is the same in all countries, irrespective of level of economic development. It is also an opportunity to help developing countries join the information age.And P654.Turn to the Index of Economic Freedom (Table 2-1) and identify where the BEMs areranked. What does the result tell you in terms of the relevance of the index to global marketers?P52第三章Social and Cultural Environments1.What are some of the elements that make up culture? How do these find expression inyour native culture?Culture is a collection of Values, beliefs, behaviors, customs, and attitudes that distinguish one society from another.Culture is acted out in social institutions, such as, family, education, religion, government, business.2.What is the difference between a low-context culture and a high-context culture?Give an example of a country that is an example of each type and provide evidence for your answer.PPT 第四章4-63.How can Hofstede’s cultural typologies help Western marketers better understandAsian culture?P874.Explain the self-reference criterion(自我参照准则). Go to the library and findexamples of product failures that might have been avoided through the application of the SRC.Unconscious reference to one’s own cultural values; creates cultural myopia5.Briefly explain the social research of Everrtt Rogers regarding diffusion ofinnovations,……P94pare and contrast USA and Japan in terms of traditions and organizationalbehavior and norms.第四章The Legal and Regulatory Environments of Global Marketing1.What is sovereignty? What is it an important consideration in the politicalenvironment of global marketing?sovereignty2.Describe some of the sources of political risk. Specially, what forms can political risktake?Tension between aspirations and realityPrimarily occurs in lower and lower-middle income countries–Indonesia and economic crisisWhen political risk occurs in high income countries, it is generally due to a long-standing conflict–Northern IrelandP1423.Briefly describe some of the differences between the legal environment of a countrythat embraces common law and one that observes civil law.4.Global marketers can avoid legal conflicts by understanding the reasons conflictsarise in the first place. Identify and describe several legal issues that relate to global commerce.Intellectual PropertyAntitrustContractualLicensing and Trade Secrets5.“See you in court” is one way to respond when legal issues arise. What otherapproaches are possible?LitigationFormal arbitration–Settles disputes outside of court–Groups agree to abide by panel’s decision1958 United Nations Convention on the Recognition and Enforcement of Foreign Arbitral Awards–Most important treaty regarding international arbitration第五章Global Information Systems and Market Research1.Explain two information technology puts powerful tools in the hands of globalmarketers.Modern IT tools provide the means for a company's marketing information system and research functions to provide relevant information in a timely, cost –efficient, and actionable manner.Electronic data interchange (EDI) allows business units to submit orders, to issue invoices, to conduct business electronically, Wal-Mart legendary for its EDI, save time and money, enables retailers to improve inventory management. Transaction formats are universalEfficient Consumer Response (ECR) This is in addition to EDI, an effort for retailers and vendors to work closely on stock replenishment(补充). ECR can be defined as a joint initiative by members of a supply chain to work toward improving and optimizing(最优化) aspects of the supply chain to benefit customersIntranet, Electronic Point of Sale (EPOS), Data Warehouses are also helping businesses improve their ability to target consumers and increase loyalty.2.What are the different modes of information acquisition? Which is the most importantfor gathering strategic information?3.4、Outline the basic steps of the market research process.5、What is the difference between existing, latent, and incipient demand? How mightthese differences affect the design of a marketing research project?Demand and profit potential, in turn, depend in part on whether the market being studied can be classifieds existing or potential. Existing markets are those in which customer needs are already being served by one or more companies. In some instances, there is no existing market to research and. information may be readily available. A latent market is in essence, an und iscovered segment .It’s a market in which demand would materialize if an appropriate product were made available. An incipient market is a market that will emerge if particular economic demographic, political, or sociocultural trend continues. A company is not likely to achieve satisfactory results if it offers a product in an incipient market before the trends have taken root.Market growth, brand loyalty, market segment, product, sales promotion, pricing, distribution, will be different in marketing research project.6.Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?A number of techniques are available for analyzing survey data.Factor analysis can be used to transform large amount of data into manageable units. It is useful in psychographic segmentation studies or creating perceptual maps; cluster analysis allows the researchers to group variables into clusters that maximize within-group similarities and between-group differences. It can be used to do global marketing research, to perform benefit segmentation, and to identify new product opportunities. Multi dimensional scaling is another technique for creating perceptual maps which is particular useful when there are many product to choose and consumers have difficulty in verbalizing their conceptions. Conjoint analysis is used to gain insights into the combination of features that will be the most attractive to consumers. It is useful when determines the values and utilities of the various levels of product features and plots them graphically.第六章Segmentation, Targeting, and Positioning1.differentiate the five basic segmentation strategies. Give an example of a companythat has used each one.P170-P1831、IncomePopulationsAge distributionGenderEducationOccupation2、Grouping people according to attitudes, value, and lifestyles3、4、Benefit segmentation focuses on the value equation–Value = Benefits / Price5、The population of many countries includes ethnic groups of significant size2.Explain the difference between segmenting and targeting.P200pare and contrast standardized, concentrated, and differentiated global marketing.Illustrate each strategy with an example from a global company.Standardized global marketing is mass marketing on a global scale with undifferentiated target marketing (Revlon International)Concentrated global marketing, involves devising a marketing mix to reach a niche. A niche is simply a single segment of the global market. (Germany`s Winter halter) Differentiated global marketing, represents a more ambitious approach than concentrated target marketing with multi-segment targeting and two or more distinct markets (Rover)4.5.What is positioning? Identify the different positioning strategies presented in thechapter and give examples of companies or products that illustrate each.Locating a brand in consumers’minds over and against competitors in terms of attributes and benefits that the brand does and does not offer.P192-1956.What is global consumer culture positioning? What other strategic positioningchoices do global marketers have?Identifies the brand as a symbol of a particular global culture or segment.P1967.What is high-touch product? Explain the difference between high-tech productpositioning and high-touch product positioning. Can some products be positioned using both strategies? Explain.High-tech products are sophisticated technologically complex, and/or difficult to explain or understand, and frequently evaluated in terms of their performance against established objective standards. High-tech global consumer positioning also works well for special interest products associated with leisure of recreation.High-touch products, consumers are generally energized by emotional motives rather than rational ones, and frequently evaluated in terms of their performance against established subjective, aesthetic terms.Some products can be positioned using both strategies, with both satisfying buyers’ rational criteria and evoking an emotional response. Nokia, for example, combines technical performance with a fashion orientation.第七章Global Market Entry Strategies:1.What are the advantages and disadvantages of using licensing as a market entry tool?Give examples of companies from different countries that use licensing as a global marketing strategy.Advantages to LicensingProvides additional profitability with little initial investmentProvides method of circumventing tariffs, quotas, and other export barriersAttractive ROILow costs to implementDisadvantages to LicensingLimited participationReturns may be lostLack of controlLicensee may become competitorLicensee may exploit company resourcesP2062.What is foreign direct investment? What forms can FDI take?P209Partial or full ownership of operations outside of home countryForms:Joint ventures–Minority or majority equity stakes–Outright acquisition3.Do you agree with Ford’s decision to acquire Jaguar? What was more valuable toFord---the physical assets or the name?P2154.What is meant by the phrase global strategic partnership? In what ways does this formof market entry strategy differ from more traditional forms such as joint ventures? Participants remain independent following formation of the allianceParticipants share benefits of alliance as well as control over performance of assigned tasksParticipants make ongoing contributions in technology, products, and other key strategic areasPPT3055.What are Keiretsu? How does this form of industrial structure affect companies thatcompete with Japan or that are trying to enter the Japanese market?PPT307书P2276.Which Strategic options for market entry or expansion would a small company belikely to pursue? A large company?StrategiesCompanies must decide to expand by:–Seeking new markets in existing countries–Seeking new country markets for already identified and served market segments第八章Product and Brand Decisions1.What is the difference between a product and a brand?A product is a good, service, or ideaBrandsBundle of images and experiences in the customer’s mindA promise made by a particular company about a particular productA quality certificationDifferentiation between competing productsThe sum of impressions about a brand is the Brand ImageThe added value that accrues to a product as a result of investments in the marketing of the brandAn asset that represents the value created by the relationship between the brand and customer over time2.How do local, international, and global products differ? Cite examplesLocal Product is one that has achieved success in a single national market and represents the lifeblood of domestic companies. （Coca-cola, ginseng beverage only in Japan）International product is offered in several markets in a particular region (Euro-product, only in euro zone)Global product meets the wants and needs of a global market and is offered in all world regions (personal stereos)3.What are some of the elements that make up a brand? Are these elements tangible orintangible?IntangibleP2414.What criteria should global marketers consider when making product designdecisions?In many instances, packaging is an integral element of product-related design decisions. Packaging is designed to protect or contain the product during shipping；Labeling provides consumers with various types of information; Aesthetics differ around the world. Global marketers must understand the importance of visual aesthetics; Product Warranties is a written guarantee that assures the buyer is getting what they paid for or provides a remedy in case of a product failure. Warranties can be used as a competitive tool5.How can buyer at titudes about a product’s country of origin affect marketing strategy?买家对于原产国的态度对营销策略有什么影响？Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries–Japan–Germany–France–ItalyP252-2546.Identify several global brands. What are some of the reasons for the global success ofthe brands you chose?Both products and brand are good……7.Briefly describe various combinations of product-communication strategies availableto global marketers. When is it appropriate to use each?Product-communication extension (dual extension) is a strategy selling the same product with the same promotional appeals used in domestically when pursuing opportunities outside the home market. It used frequently with industrial (business to business) products.Product extension-communication adaptation strategy is a relatively low cost of implementation because the physical product is unchanged, and the main costs are associated with market research and revising promotional appeals. It used frequently when consumer conceptions outside the home market are very different from domestic marketProduct adaptation-communication extension is an approach to global product planning is to extend, without change, the basic home-market communications strategy while adapting the product to local use or preference conditions. It used frequently when natural conditions outside the home market are very different from domestic market Product-communication adaptation (dual adaptation) strateg y is an approach used both the different product serves and advertising appeals to consumer receptivity when comparing a new geographic market to the home market, environmental conditions or consumer preferences differ;第九章Pricing Decisions1.What are the basic factors that affect price in any market? What considerations enterinto the pricing decision?In global marketing, the task of setting prices is complicated by fluctuating exchange rates. Currency fluctuations can create significant problems and opportunities for the classic international company that exports from the home country.Inflation, or a persistent upward change in price levels, is a problem in many country markets. It can be caused by an increase in the money supply and currency devaluation. Governmental policies and regulations that affect pricing decisions include dumping legislation, resale price maintenance legislation, price ceilings, and general reviews of price levels.Pricing decisions are bounded not only by cost and nature of demand but also by competitive action.Competitive Behavior: If competitors do not adjust their prices in response to rising costs it is difficult to adjust your price to maintain operating margins; If competitors are manufacturing or sourcing I a lower-cost country, it may be necessary to cut prices to stay competitiveThe global marketer has several options for addressing the problem of price escalation orthe environmental factors described in the last section.2.Define the various types of pricing strategies and objectives available to globalmarketers.Market Skimming and Financial Objectives: Market Skimming charges a premium price which may occur at the introduction stage of product life cyclePenetration Pricing and Non-Financial Objectives: Penetration Pricing charges a low price in order to penetrate market quickly which appropriates to saturate market prior to imitation by competitors3.Identify some of the environmental constraints on global pricing decisions. Currency FluctuationsInflationary EnvironmentGovernment Controls, Subsidies, RegulationsCompetitive BehaviorSourcing4.Why do price differences in world markets often lead to gray marketing?Because price differences in world markets lead to trademarked products are exported from one country to another where they are sold by unauthorized persons or organizationsGray marketing occurs when product is in short supply, when producers use skimming strategies in some markets, and when goods are subject to substantial mark-ups 5.What is dumping? Why was dumping such an important issue during the UruguayRound of GATT negotiations?Sale of an imported product at a price lower than that normally charged in a domestic market or country of origin.P2966.What is transfer price? Why is it an important issue for companies with foreignaffiliates(外国子公司)? Why did transfer pricing in Europe take on increased importance in 1999?The transfer price is that Pricing of goods, services, and intangible property bought and sold by operating units or divisions of a company doing business with an affiliate in another jurisdiction.P2997.What is the difference between ethnocentric, polycontric, and geocentric pricingstrategies? Which one would you recommend to a company that has global market aspirations?P291-292 PPT240-242pare and contrast the different forms of countertrade.Countertrade occurs when payment is made in some form other than moneyOptions–BarterThe least complex and oldest form of bilateral, non-monetary counter-tradeA direct exchange of goods or services between two parties–Counter-purchase P303-304–Offset–Compensation trading–Cooperation agreements–Switch trading第十章Global Marketing Channels and Physical Distribution1.In what ways can channel intermediaries create utility for buyers?ObjectivesMarketing channels exist to create utility for customers–Place utility -availability of a product or service in a location that is convenient to a potential customer–Time utility -availability of a product or service when desired by a customer–Form utility -availability of the product processed, prepared, in proper condition and/or ready to use–information utility -availability of answers to questions and general communicationabout useful product features and benefits2.What factors influence the channel structures and strategies available to globalmarketers?B2CThe characters of both buyers and products have an important influence on channel design.The number of individual buyers and their geographic distribution, income, shopping habits and different channel approaches.Products characters such as degree of standardization, perishability, bulk, service requirements, and unit price have an impact as well.Channels tends to be longer as the number of consumers to be served increases and the price per unit decreases. Bulky products usually require channel arrangements that minimize the shipping distances and the number of times products change hands before they reach the ultimate customer.B2BAs is true with consumer channels, product and consumer characteristics have an impact on channel structure. Three basic elements are involved: the manufacture's sales force, distributors or agents and wholesalers.Channel strategy in a global marketing program must fit the company's competitive position and overall marketing objectives in each national market.market factors: consumer profiles, market size and location of country.3.What is cherry picking? What approaches can be used to deal with this problem?P323pare and contrast the typical channel structures for consumer products andindustrial products.P340 PPT252-2555.Identify the different forms of retailing and cite an example of each form. Identifyretailers from as many different countries as you can.PPT258-259 P3256.Identify the four retail market expansion strategies discussed in the text. What factorsdetermine the appropriable mode?Organic–Company uses its own resources to open a store on a green field site or acquire one or more existing retail facilitiesFranchise–Appropriate strategy when barriers to entry are low yet the market is culturally distant in terms of consumer behavior or retailing structuresChain Acquisition–A market entry strategy that entails purchasing a company with multiple existing outlets in a foreign countryJoint Venture–This strategy is advisable when culturally distant, difficult-to-enter markets are targeted 7.What special distribution challenges exist in Japan? What is the best way for anon-Japanese company to deal with these challenges?第十一章Global Marketing Communications Decisions:Advertising and Public Relations1.In what ways can global brands and global advertising campaigns benefit a company? P3482.How does the “standardized versus localized” debate apply to advertising?Four difficulties that compromise an organization’s communicat ion efforts–The message may not get through to the intended recipient.–The message may reach the target audience but may not be understood or may even be misunderstood.–The message may reach the target audience and may be understood but still may not induce the recipient to take the action desired by the sender.–The effectiveness of the message can be impaired by noise.。

市场营销学课后习题及答案

市场营销学课后习题及答案1. 市场营销的定义是什么？市场营销是一种以满足顾客需求和实现组织利润为目标的管理过程。

它涉及到了市场调研、顾客分析、产品设计、定价、销售推广等活动，旨在建立和维护好与顾客的良好关系，从而实现营销目标。

2. 什么是市场细分？市场细分是将大市场分割成若干个相对独立的小市场，每个小市场具有一定的特点和需求。

通过市场细分，企业可以更加精准地定位目标顾客，并针对不同的细分市场制定相应的营销策略。

3. 请列举一些市场细分的方法。

•地理细分：将市场按地理区域进行划分，如按国家、地区、城市等。

•消费者细分：将市场按消费者特征进行划分，如按年龄、性别、收入等。

•行为细分：将市场按消费者行为进行划分，如按购买频率、购买金额等。

•忠诚度细分：将市场按消费者忠诚度进行划分，如按忠诚度高、中、低。

•产品特征细分：将市场按产品特征进行划分，如按产品功能、品质等。

4. 请解释什么是差异化营销？差异化营销是指企业通过在产品、价格、渠道、促销等方面进行差异化的创新和营销活动，来满足不同细分市场的需求。

差异化营销的目的是使企业的产品和服务在市场中与竞争对手区别开来，并为消费者提供独特的价值。

5. 市场定位的意义是什么？市场定位是企业确定自己在目标市场中的相对位置，以及如何与竞争对手区分开来的过程。

市场定位的意义在于帮助企业了解目标市场的需求，从而能够更好地满足顾客的需求，并与竞争对手形成差异化竞争优势。

6. 列举一些常见的市场定位策略。

•品质定位：以产品品质作为竞争优势，如苹果公司以高品质、创新性的产品定位。

•价格定位：以价格低廉作为竞争优势，如沃尔玛以低价定位。

•服务定位：以优质的售后服务作为竞争优势，如宜家家居以提供全方位的家居设计服务定位。

•利益定位：以满足特定顾客利益和需求作为竞争优势，如迪士尼乐园以童话世界的形象定位。

7. 市场营销的四个P是什么？市场营销的四个P分别是产品（Product）、价格（Price）、渠道（Place）和促销（Promotion）。

大学市场营销学考试练习题及答案521

大学市场营销学考试练习题及答案51.[单选题]根据波士顿咨询集团法（BCG矩阵），市场增长率较低但相对市场占有率较高的战略业务单位是（）。

A)明星类（stars）B)瘦狗类（dogs）C)问号类（questionD)现金牛类（cash答案:D解析:2.[单选题]()不是密集分销的优点。

A)辐射范围广B)中间商相互竞争C)产品能更快进入目标市场D)分销成本低答案:B解析:3.[单选题]关系营销把一切内部和外部利益相关者都纳入研究范围，用系统的方法考察企业所有活动及其相互关系，表现积极的一方被称为，表现不积极的一方被称作目标公众。

A)经纪人B)信息传播者C)市场营销者D)中间商答案:C解析:4.[单选题]在市场定位的层次中，企业市场定位的最终目的是A)形象定位B)产品定位C)服务定位D)人员定位答案:A解析:5.[单选题]分销渠道的每一个层次选择和使用中间机构的数量，决定了分销渠道的A)数量B)种类C)宽度D)成本6.[单选题]对于一般消费品而言，（）相较于其他促销方式一直是消费品营销的主要工具。

A)广告B)公共关系C)人员推销D)销售促进答案:A解析:7.[单选题]市场营销信息系统由四个子系统构成，其中承担 “搜集、评估、传递管理人员制定决策所必须的各种信息” 的子系统是（）。

A)内部报告系统B)营销情报系统C)营销调研系统D)营销分析系统答案:C解析:8.[单选题]现代市场营销企业取决于企业所有的管理人员，甚至每一位员工对待的态度。

A)市场营销活动B)市场营销机构C)市场营销组织D)市场营销职能答案:D解析:9.[单选题]一般来说,处于()家庭经济负担最重。

A)单身阶段B)新婚阶段C)满巢阶段D)空巢阶段答案:C解析:10.[单选题]天河超市通过在天花板安装摄像头的方式，了解顾客在超市购物的行进路线和购物过程，并据此调整货物的摆放位置和顺序，这种原始数据收集的方法是A)观察法B)实验法C)调查法D)专家意见法11.[单选题]主要指一个国家或地区的民族特征、价值观念、生活方式、风俗习惯、宗教信仰、伦理道德、教育水平、语言文字等的总和。

北外远程教育202103级市场营销学习题及答案(4)

单项选择题 1 以下哪一点不属于定位战略倚仗的三个支点：（） A. 提供的产品/效劳特点能够迎合目标市场未知足的需求 B. 不同于竞争对手的定位战略C. 成熟的，众所周知的产品/效劳特点D. 本公司擅长或有能力知足目标市场的需求解析：此题考察的知识点是定位战略倚仗的三个支点定位战略倚仗的三个支点是：提供的产品/效劳特点能够迎合目标市场未知足的需求；不同于竞争对手的定位战略；本公司擅长或有能力知足目标市场的需求。

2 2005年的中国，电视机厂商纷纷上市液晶电视机和等离子电视机等新品。

现在，有些消费者对这些新产品完全不了解，有的人了解一些，有些人知之甚详，有些人产生了较大的兴趣，有些那么已经预备购买。

厂商如据此情形细分市场，其细分标准属于（） A. 购买机会 B. 寻求的利益 C. 忠诚程度D. 待购时期解析：此题考察的知识点是购买行为-待购时期面对层出不穷的新产品或新的效劳项目，消费者在待定的时期老是处于不同的待购时期，企业据此情形细分市场，对处于不同待购时期的顾客群，采取不同的营销策略。

3 面临轿车和卡车市场群雄争霸的局面，某公司却尽力发觉并迎合了特殊用途车的需求。

这种战略被称为（） A. 本地营销B. 补缺营销C. 子市场营销 D. 一对一营销解析：此题考察的知识点是补缺营销有些未被关注和知足需求的子市场，往往还比较狭小，需求专门，企业去知足这些特殊需求，补充市场空缺，即补缺营销。

只要产品迎合切实的需求，具有不可替代性，就会有市场。

4 北京红黄蓝公司在本地各新兴居民小区中挑选部份小区为目标市场，以和互联网为媒介，开展日常副食物的销售。

这种目标营销属于（） A. 本地营销B. 补缺营销C. 子市场营销 D. 一对一营销解析：此题考察的知识点是目标营销-本地营销采取这一战略的企业，其市场目标是依照地段来划分的。

其营销方案就要迎合选定地域的特别需或购买行为。

5 某食物厂为超市提供多种馅料的速冻饺子，但每一种饺子不是对应明确的消费者群，这属于（） A. 公共营销B. 产品多样化营销C. 目标营销 D. 以上都对解析：此题考察的知识点是产品多样化营销企业踊跃的生产和提供几种或多种规格的产品，或经营与竞争者不同的产品，但这种不同缺乏清楚的针对性，目标市场不很明确，即为产品多样化营销6 以下变量中的哪个不属于组织市场细分的微观变量中的采购内容和方式？（） A. 集中采购程度B. 库存需求机制（JIT，MRP，MRPII，ERP） C. 公司技术创新能力 D. 定单额大小解析：此题考察的知识点是组织市场细分微观变量库存需求机制是采购背景因素 7 某航空公司将乘客分为追求速度、追求舒适和追求效劳周到三种类型，这种细分市场的依据属于（） A. 购买机会B. 寻求利益C. 利用状况 D. 忠诚程度解析：此题考察的知识点是细分消费者市场的依据。

营销学原理智慧树知到课后章节答案2023年下对外经济贸易大学

营销学原理智慧树知到课后章节答案2023年下对外经济贸易大学对外经济贸易大学第一章测试1.下列企业经营活动中，属于市场营销学研究对象的是（）。

答案:满足顾客需求2.不同地区的人们饮食偏好各不相同，美国人吃三明治，韩国人吃拌饭，日本人吃寿司。

这些饮食差异反映了以下哪个方面的不同（）？答案:欲望3.下列情形中，顾客满意程度最高的是（）。

答案:顾客所感知到的利益高于预期4.作为企业的一种经营思想，生产观念认为，企业应该通过大规模生产和大规模分销来（）。

答案:降低成本，扩展市场5.顾客感知价值与顾客终身价值之间的关系是（）。

答案:前者是企业为顾客创造的价值，后者是顾客为企业实现的价值6.顾客资产/顾客权益是企业所有顾客的终身价值的（）。

答案:贴现总和7.“2019年将通过推出新产品，拓展线上渠道，将洗护业务的市场份额提高到25%。

”这句话描述的是企业的（）。

答案:目标8.在企业的战略业务单元中，相对市场份额和相对市场增长率都较低的战略业务单元属于（）。

答案:瘦狗类9.向新的客户群体推出现有产品和技术的企业增长战略是（）？答案:市场开发战略10.制定营销组合策略最重要的导向和出发点是（）。

答案:顾客的需要11.企业的营销管理主要有两项任务：一是分析（），二是制订营销策略。

答案:环境因素12.下列哪些内容应该包括在营销策划书中？（）答案:营销计划的执行与控制;营销组合策略;市场营销战略;经营环境分析第二章测试1.下列变化的市场营销环境因素中不属于人口环境的有（）。

答案:收入分配不均2.恩格尔定律指出，随着家庭收入的增加，人们（）。

答案:用于购买食物的支出比例将会下降3.2008年三聚氰胺事件后，众多报刊、电视台、网站等传播媒体对这一事件进行了大量报道和评论。

对于乳制品生产和经营企业来说，这些媒体是它们经营环境中的（）。

答案:公众4.在企业的技术环境中，研究开发费用日益高昂使得（）。

答案:对基础研究持谨慎态度5.下列属于企业宏观市场营销环境因素的是（）。

国际市场营销学课后习题答案

第一章1、国际市场营销学：是一门研究以国外顾客需求为中心、从事国际市场营销活动的国际企业经营管理的科学。

2、国际市场营销学与市场营销学、国际贸易学的区别与联系是什么？答：国际市场营销学与市场营销学的关系与区别联系：①理论根底相同②经营理念相同③市场边界的扩大区别：①国际市场环境更加复杂②国际市场营销面对更多不确定因素③国际市场营销方案更多样化④国际市场营销的难度更大国际市场营销与国际贸易的联系与区别联系：①国际贸易是国际市场营销的先导。

②企业的国际市场营销是国际贸易的一局部。

区别：①经营主体不同②商品的流通形态不同③经营动力或行为动机不同④评价经济效益的信息来源不同⑤国际市场营销活动的作业流程比国际贸易更加复杂3、企业开展国际市场营销的动因是什么？答：⑴国内市场竞争剧烈，利润微薄促使企业走向国际市场⑵企业走向国际市场以延长其产品的生命周期⑶国际市场需求潜力大、时机多⑷对低本钱的追求⑸对东道国丰富和廉价资源的吸引⑹本国政府的支持和鼓励⑺东道国市场环境和根底设施条件的吸引4、国际市场营销的开展过程是什么？答：⑴国内营销阶段⑵出口营销阶段⑶国际市场营销阶段5、国际市场的研究内容有哪些？答：研究对象：国际市场需求、国际市场营销活动、国际市场营销规律研究内容：国际市场营销环境、国际市场的选择、国际市场的调研、国际市场营销规划与组织、国际市场营销信息系、国际市场营销策略、国际市场竞争战略。

第二章1、国际政治环境：是指东道国直接或间接影响和制约国际市场营销的各种政治因素的集合，其内容主要涉及政府与政党体制、政府政策和政治风险。

2、国际法律环境：影响国际企业开展国际市场营销活动的法律主要有国内法律国际法律和东道国法律构成了国际法律环境。

3、如何评估国际政治环境？答：⑴专家调查法⑵实地考察法⑶利用驻外专家调查法⑷利用国际咨询机构法⑸政治体制稳定指数〔PSSI〕法4、采取什么措施以防范国际政治风险？答：⑴回避策略⑵保险策略⑶当地化策略⑷建立合资企业策略⑸树立良好的企业形象策略⑹积极参与东道国经济建设策略5、国际商务争端的解决途径有哪些？答：〔1〕协商：是指在发生商务争端之后，各方当事人约定在自愿互谅互让、相互妥协的根底上，依据相关法律和合同条款的规定，达成各方都能接受的解决方案。

大学外院营销方向课后习题含答案

Chapter 4 – Creating Customer Value, Satisfaction, and LoyaltyTrue/False Questions1. Customer perceived value is defined as the difference between the prospective customer’s evaluation of all the benefits of an offering and the perceived alternatives. True (easy) p. 642. Product value, service value, and image value are all determinants of total customer cost. False (moderate) p. 643. Loyalty is defined as a deeply held commitment to re-buy or re-patronize a preferred product or service in the future, even in the face of situational or marketing influences with the potential to cause switching behavior. True (moderate) p. 654. Experts have defined quality in different ways. True (moderate) p. 685. A product can have conformance quality without having performance quality. True (moderate) p. 686. Figuring out your average customer lifetime value is one step toward understanding long-term customer profitability. True (moderate) p. 707. According to some marketing experts, it is no longer enough to produce satisfied customers. True (moderate) p. 728. About 60 percent of dissatisfied customers don’t complain. False (moderate) p. 749. The customer development process begins with first-time customers. False (moderate) p. 7410. The highest level of investment in customer relationship building is called partnership marketing. True (moderate) p. 75Multiple Choice Questions1. Which of the following is not a component part of total customer value?a. Product value.b. Services value.c. Psychic value. (moderate) p. 64d. Personnel value.e. Image value.2. About a year ago, Echo began renting her movies from Netflix. She perceived Netflix to be a better source because of the enhanced selection, the responsive customer service emails she has received in answer to her online queries, better pricing, and less effort compared to renting from the store in her town. Netflix has offered Echo better __________ than the local competition.a. total customer costb. customer perceived valuec. customer delivered valued. total customer value (moderate) p. 64e. customer relationship management3. Lowe’s home improvement stores strive to have nicer, more knowledgeable salespeople, a better product selection, and to maintain an impeccable image. These are all part of improving the offer via__________.a. reducing the buyer’s nonmonetary costsb. living up to the Lowe’s pledgec. reducing the product’s monetary costs to the buyerd. increasing the service valuee. increasing total customer value (moderate) p. 654. Which of the following is true?a. If marketers raise expectations too high, it won’t attract enough customers.b. If the company sets expectations too low, the buyer is likely to be disappointed.c. If the company sets expectations too low, exceeding buyer expectations becomes difficult.d. If marketers raise expectations too high, the buyer is likely to be disappointed. (moderate) p. 66e. If marketers raise expectations too high, they will soon have many copycat offerings competing in the marketplace.5. What are highly satisfied customers NOT likely to do?a. Stay loyal longer.b. Talk favorably about the brand.c. Be less price sensitive.d. Upgrade their service.e. Cost a bit more to serve. (moderate) p. 666. McDonald’s restaurants rank high in the quick service industry on getting orders right, something thatis highly valued by quick service customers. This is an example of __________.a. conformance qualityb. performance qualityc. the “freedom from variation” standardd. none of the abovee. More than one answer could be correct. (easy) p. 687. Communication of customer satisfaction results should be done internally (inside the company or organization) for which of the following reasons?a. Communicating satisfaction findings externally would have little marketing value.b. You should not communicate satisfaction findings internally for ethical reasons.c. To highlight good news and act on bad news. (moderate) p. 67d. To satisfy upper management that all is going well.e. More than one of the above reasons is a correct reason for communicating satisfaction results internally.8. The new BMW K1200 motorcycle is fast and smooth and pricy, when compared to the Suzuki SV650. The Suzuki is a competent, budget motorcycle which costs less than half the price of the BMW, has about half the horsepower, and has a “buzzy” ride above 95 miles per hour (the BMW will go 170+!). Both bikes deliver what their customers expect. Based on these facts, which is true?a. The Suzuki delivers higher performance quality.b. The BMW delivers higher conformance quality.c. German engineering is superior to Japanese engineering.d. Both bikes deliver conformance quality. (difficult) p. 68e. Both companies participate in total quality management programs.9. Which of the following is true of the customers?a. You should never “fire” your worst customers.b. The best hotel/motel customers outspend others by a ratio of 5 to 1. (moderate) p. 68c. For every 20 customers, a company will make 80 percent more profit.d. The number of unprofitable customers is equal to the number of profitable ones.e. The best customers outspend others by a ratio of 5 to 1 in retailing.10. What are the two solutions to unprofitable customers?a. Lower fees; reduce service.b. Lower fees; increase service.c. Raise fees; increase service.d. Raise fees; reduce service. (moderate) p. 69e. There is only one solution to unprofitable customers—fire them!11. Taco Bell estimates that a loyal customer might be worth $11,000 to the company. This number stems from something called __________.a. (NPV)*(ROI)b. customer lifetime value (moderate) p. 70c. the competitive present value of loyalty model (CPVLM)d. repeat purchase analysise. brand equity12. Omar Moreno’s restaurant has a very dif ferent type of customer, depending on time of day and timeof year. Omar is looking to re-vamp the menus to make more profit. What is probably the mostimportant first customer relationship management step he can take toward his goal?a. Identify his prospects and customers. (moderate) p. 72b. Differentiate customers by need.c. Differentiate customers by their value to the restaurant.d. Interact with individual customers to improve your knowledge about their needs and to build stronger relationships.e. Customize products, services, and messages for each customer.13. Fidelity Investments puts through certain customers’ calls more quickly than others as a strategy for improving the value of the company’s customer base. While on the phone, the longer-waiting customers hear messages encouraging them to complete their transactions via the company Web site. This is an example of which kind of strategy?a. Reducing customer defection rate.b. Increasing the longevity of the customer relationship.c. Enhancing the potential growth potential of each customer.d. Managing phone queues via illegal and discriminatory practices.e. Making low-profit customers more profitable. (moderate) p. 7314. The best thing a company can do is make it __________ to complain.a. very difficultb. easy (easy) p. 74c. moderately difficultd. a two-step processe. None of the above. Since complaints are not positive, companies should discourage them altogether.15. Which is true in the customer-development process?a. A disqualified prospect is the same as an inactive customer.b. The ultimate customer is the one termed the “repeat” customer.c. Some partners go on to become members.d. Advocates are the same as clients.e. A client becomes a member by joining a program that offers benefits. (moderate) p. 7416. Which is the first step to reducing customer defection?a. Define and measure the retention rate. (easy) p. 75b. Distinguish among the cause of attrition and identify those that can be better managed.c. Estimate lost profits that result from lost customers.d. Figure out how much it would cost to reduce the defection rate.e. Listen to customers.17. Wal-Mart has a high number of customers and sells mostly low-margin goods. Their level of relationship marketing is probably __________.a. accountableb. proactivec. partnershipd. unresponsivee. basic or reactive (moderate) p. 7518. Independent bread route truck drivers sell their products to a limited number of retail outlets, such as convenience stores, and make frequent, personal deliveries of the goods. Their level of relationship marketing is probably __________.a. partnership (moderate) p. 75b. accountablec. reactived. proactivee. basic19. Which is NOT one of the five levels of investment in customer relationship building?a. Basic marketing.b. Retroactive marketing. (moderate) p. 75c. Accountable marketing.d. Proactive marketing.e. Partnership marketing.20. Frequency programs acknowledge that __________ of a company’s customers might account for__________ of its business.a. 30 percent; 50 percentb. most; mostc. 20 percent; 80 percent (moderate) p. 76d. less than 5 percent; nearly alle. 75 percent; a slight majority。

国际市场营销理论与实训(第二版)人大版习题答案3-10章

任务2 基础知识应用训练一、名词解释（略）二、填空题1. 微观环境、宏观环境2. 优势（Strength）、劣势（Weakness）、机会（Opportunity）和威胁（Threats）。

3.环境威胁、环境机会4. SO战略5. 国民总收入三、单项选择题1.B2.C3.A4.A5.D四、多项选择题1.ABCD2.ABCD3.AB4.ABCD5.ACD五、判断题1.对2.对3.对4.错5.对任务3 观念应用实训观念应用训练1 C观念应用训练2 分析：制定禁烟法律和开展禁烟运动，是香烟产品营销环境的变化。

对营销环境消极适应者采取的对策是禁烟法律实施后再研究营销对策。

而积极适应者则及时预测禁烟法律制定与实施的时间，积极开发无尼古丁香烟、禁烟产品、香烟替代品等，并制定相应的营销策略，创造新的需求，开发新的市场。

任务训练2 基础知识应用训练一、名词解释（略）二、填空题１.目标市场选择、市场定位２.国际市场宏观细分、国际市场微观细分３.无差异营销策略、差异性营销策略、集中性营销策略４.集中性营销策略５.差异性营销策略三、单项选择题１.Ｃ２.Ｄ３.Ｂ４.Ｄ５.Ｂ四、多项选择题１.ＡＢＣＥ２.ＣＤＥ３.ＡＢＤ４.ＢＣＤＥ５.ＡＢＤＥ五、判断题１、２、５题错误，３、４题正确➢任务3训练内容观念应用训练1 贝尼公司的商店变热闹了1.调整目标市场，以青年市场为主要销售对象，针对青年人的特点开发产品，商品突出“美姿和流行”的特色。

2.贝尼公司在经营过程中采取的是目标市场营销策略。

实行该策略需要做好以下几步：一是市场细分与评估；二是目标市场选择；三是市场定位。

观念应用训练2 TTK公司的市场细分1.该公司进行市场细分的细分变量主要是地理标准和人口标准的年龄变量。

其他可供选择的变量还有心理标准、性格标准和行为标准。

2. 根据中国市场的特点，公司选择的最大子市场应该是35岁以上的女性化妆品市场，因为这个年龄最怕衰老，而且购买力较强。

大学外院营销方向课后习题(含答案)03-推荐下载

Chapter 3 – Understanding Markets and the Marketing EnvironmentTrue/False Questions1. A marketing information system consists of the people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. True (moderate) p. 412. Marketing information systems are developed from internal company records, marketing intelligence, and marketing research. True (easy) p. 413. The major internal record that aids in supporting the marketing information system is data on the order-to-payment cycle that includes back-ordered stock and timing of shipped items. True (moderate) p. 414. The systematic collection, analysis, and reporting of data and findings relevant to specific marketing situation is called marketing research. True (moderate) p. 425. Data published by the government and data purchased from outside suppliers can improve the quality of a company's marketing intelligence efforts. True (moderate) p. 446. Primary data is generally available more quickly and at a lower cost than secondary data. False (moderate) p. 457. Because it is hard to track and verify, behavioral data are less reliable in understanding customer behavior than are customer statements of their behavior. False (moderate) p. 458. To obtain a representative sample, a probability sample of the population should be drawn. True (difficult) p. 469. If speed is of the essence for a marketing research project, the best contact methods are either online or telephone interviewing. True (easy) p. 4710. The disadvantages of using the personal interview method to conduct marketing research are that it is the most expensive method and it is subject to bias and distortion. True (moderate) p. 47Multiple Choice Questions1. When Molly’s parents retired, they decided they wanted to travel. They found an ideal job that allows them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay, they test all the amenities offered by the motel and evaluate each. The evaluation forms are sent to the motel headquarters where it becomes part of the motel’s __________ system.a. sales reportingb. marketing researchc. experiential research datad. accountability information system (AIS)e. marketing intelligence (moderate) p. 422. Which of the following is NOT a step that might be used to improve the quality of a firm’s marketing intelligence?a. Setting up a consumer panel.b. Collecting competitive intelligence by buying a competitor’s products.c. Watching how the stock market reacts to interest rate changes. (moderate) p. 42d. Motivating distributors to pass along important intelligence from the marketplace.e. Purchasing information from outside suppliers..3. Small companies can engage in marketing research in a number of creative and inexpensive ways, including __________.a. setting up their own Web siteb. hiring an independent marketing research firmc. buying information from database companies like A.C. Nielsend. using its own internal marketing research departmente. using an online information service such as the Internet (moderate) p. 434. Rita Jenkins, president of a local Chamber of Commerce, had difficulty getting members to assist in running the organization. She felt it was because of lack of commitment to the Chamber. Her vice-president felt it was due to having too many meetings. The organization’s secretary felt it was because there were several other professional organizations to which the members also belonged. If Rita wants to do research to determine the real reason why members do not want to run for office, she should begin by __________.a. determining the optimum number of meetingsb. evaluating the advantages the Chamber offers over other similar organizationsc. defining the problem (difficult) p. 44d. developing the marketing research plan that she would employe. holding focus groups of members of similar organizations to determine whether the problems the Chamber is facing are universal or local5. __________ data are data that were gathered for another purpose and already exist.a. Primaryb. Descriptivec. Causald.Secondary (moderate) p. 45e.Observational6. Which of the following is an example of primary data that would be used by the Topps card company to determine the popularity if its hologram baseball card series?a. Data gathered by a card collectors club.b. An article on baseball card collecting found in Parade, the Sunday magazine found in many newspapers.c. Product sales figures made available by QVC.d. Responses to a mail survey by National Family Opinion on how likely someone is to buy a collectible card.e. Observing how individuals react to the cards when they first see them. (moderate) p. 457. Which of the following is an example of how ACE Crafts, a manufacturer of acrylic paints used in arts and crafts, would use observational research to gather primary data?a. Survey current users to find out ways the paint could be improved.b. Watch how members of a class learning to paint unfinished crafts use the paint. (moderate) p. 45c. Ask users of other brands of paint to list the most important attributes for acrylic paint.d. Conduct a focus group of current users to determine how ACE is positioned in their minds when it is compared to similar products.e. Include a mail survey with each bottle of paint sold.8. A(n) __________ is a gathering of 6 to 10 people who spend a few hours with a skilled moderator to discuss a product, service, or other marketing entity.a. focus group (moderate) p. 45b. intermediary teamc. agent groupd. consolidated groupe. grouped dataset9. __________ are best suited for descriptive research such as learning about people’s knowledge, beliefs, preferences, and satisfaction, and measuring these magnitudes in the general population.a. Observational research methodsb. Focus groupsc. Surveys (moderate) p. 45d. In-depth interviewse. Qualitative research methods10. A catalog retailer wants to know more about the buying habits of people who order more than once a month from its pages. The catalog retailer will use its database to examine __________ data.a. observationb. surveyc. primaryd. experimentale. behavioral (moderate) p. 4511. The manufacturer of Babylok brand sewing sergers wants to know the effect rebates have on sales. It plans on dividing its retailers into three regions. One group will offer consumers who buy a Babylok serger a $25 cash rebate. One will offer buyers of the machine $50 worth of “free” machine accessory parts. A third region will offer buyers a $40 store credit. The results of this market research will provide Babylok with __________ data.a. observationb. surveyc. primaryd. experimental (difficult) p. 45e. descriptive12. The contact method that minimizes interviewer bias is the __________.a. mail (moderate) p. 47b. telephonec. intercept interviewd. focus groupe. personal interview13. The best contact method to use to determine how many people saw the ad for the new Volkswagen Beetle that ran last night during the 6:00 p.m. news would be the __________.a. mailb. Internetc. telephone (moderate) p. 47d. focus groupe. personal interview14. If reducing the cost of data gathering is the most important criterion for a marketing research project, the preferred contact method to avoid is the __________.a. intercept interviewb. telephonec. focus groupd. personal interview (moderate) p. 47e. mail15. Which step is typically the most prone to error in the marketing research process?a. Problem definition.b. Developing the research plan.c. Information collection. (moderate) p. 47rmation analysis.e. Questionnaire design.16. Concern with the population age distribution and ethnic mix, educational levels, and household patterns falls within which of the following environments of business?a.Demographic. (moderate) p. 53b.Socio-cultural.c. Competitive.d. Technological.e. Natural.17. Nations vary greatly in level and distribution of income and industrial structure. Which of the following is NOT a type of industrial structure referred to in the book?a. Subsistence economies.b.Raw-material importing economies. (moderate) p. 56c.Raw-material exporting economies.d. Industrializing economies.e. Industrial economies.18. Which of the following is true regarding savings, debt, and credit availability around the world?a. U.S. consumers tend to save more of their income than do Japanese consumers.b. Lower-income borrowers tend to pay lower interest rates.c. U.S. consumers save more than 10 percent of their income.d. Credit is not very available in the United States.e. U.S. consumers have a high debt-to-income ratio. (moderate) p. 5619. Core beliefs and values are passed along in societies through all of the following major social institutions EXCEPT:a. schools.b. churches.c. business.d. government.e. All of the above are all institutions that aid in passing along core beliefs and values (easy) p. 5720. The U.S. Federal Food and Drug Administration must approve all drugs before they can be sold. This reflects the importance to marketers of which environment(s) of business?a. Demographic and socio-cultural.b. Competitive.c. Natural.d. Political-legal. (moderate) p. 59e. Competitive and internal.。

北外远程教育03级-市场营销学-习题及答案-(5)汇编

单选题1 某化妆品称自己的使命为“我们创造美丽和希望”。

这属于（）A. 产品导向型B. 技术导向型C. 市场/顾客导向型D. 混合型解析：本题考察的知识点是…界定企业使命“我们创造美丽和希望”,这一表述反映了企业理解顾客的需求,为顾客提供理想产品和服务的理念,是市场\顾客导向型企业使命表述。

2 总部在江苏常州的丽华快餐在当地经营成功后，逐步向上海、北京等地扩展。

该公司实行的是以下哪一种增长策略？（）A. 密集性增长战略B. 多角化/多元化增长战略C. 市场渗透密集性增长战略 D. 市场开拓密集性增长战略解析：本题考察的知识点是市场开拓密集性增长战略密集性增长战略有三种形式：市场渗透，市场开拓，产品开发。

市场开拓密集性增长战略是努力使现有产品打入新的市场，如从地方市场拓展到全国市场，从国内市场拓展到国际市场等等。

3 根据BCG增长率—市场份额矩阵分析法，那种市场增长率高，但相对市场份额低，前途未卜的战略业务单位属于（）A. 明星B. 瘦狗C. 问题孩D. 金牛解析：本题考察的知识点是BCG增长率—市场份额矩阵分析法根据BCG增长率—市场份额矩阵分析法，那种市场增长率高，但相对市场份额低，前途未卜的战略业务单位属于问题孩。

管理层需慎重分析，已决定对它们是大量投入使之转为明星类，还是精简合并，甚至断然淘汰。

4 在迈克尔·波特教授看来，战略定位是（）A. 资源外取B. 企业再造C. 基准确定D. 通过系统性组配构成的，独特并具有持久性差异的方略解析：本题考察的知识点是战略定位在迈克尔·波特教授看来，战略定位即企业必须创造独特的，持久性差异的方略，这种方略要通过系统性组配构成。

5 90年代，某钢铁公司收购了南美的一处铁矿，该公司实施的是（）增长战略A. 前向一体化B. 后向一体化C. 横向一体化D. 以上都不是解析：本题考察的知识点是一体化增长战略一体化增长战略有以下三种：前向一体化；后向一体化。

市场营销的课后习题答案

市场营销的课后习题答案市场营销的课后习题答案市场营销是一门广泛应用于商业领域的学科，它涉及到产品推广、销售策略、消费者行为等多个方面。

在市场营销的学习过程中，习题是一种常见的练习方式，通过解答习题可以帮助学生巩固所学知识。

下面将为大家提供一些市场营销的课后习题答案，希望对大家的学习有所帮助。

1. 什么是市场细分？为什么市场细分对于企业的营销策略很重要？市场细分是将整个市场划分为不同的消费者群体，每个群体具有相似的需求和行为特征。

市场细分对于企业的营销策略非常重要，主要有以下几个原因：首先，市场细分可以帮助企业更好地了解消费者的需求。

通过对市场进行细分，企业可以更准确地了解不同消费者群体的需求和偏好，从而有针对性地开发和推广产品。

其次，市场细分可以提高企业的市场竞争力。

通过将市场细分为不同的消费者群体，企业可以专注于满足特定群体的需求，提供更符合他们需求的产品和服务，从而在竞争激烈的市场中脱颖而出。

最后，市场细分可以帮助企业提高市场营销效率。

通过对市场进行细分，企业可以更精确地确定目标消费者群体，并制定相应的营销策略，降低市场推广成本，提高市场营销效果。

2. 什么是品牌定位？品牌定位有哪些常见的策略？品牌定位是指企业通过塑造产品或服务在消费者心目中的独特形象和地位，以区别于竞争对手，从而建立和维护品牌的市场地位。

常见的品牌定位策略包括以下几种：（1）差异化定位：通过在产品特性、服务质量、价格等方面与竞争对手形成明显差异，从而在消费者心目中建立独特的品牌形象。

（2）专业化定位：将品牌定位为在某个特定领域拥有专业知识和技能的专家，从而赢得消费者的信任和认可。

（3）价值定位：将品牌定位为提供高性价比产品或服务的品牌，满足消费者追求物超所值的需求。

（4）情感定位：通过情感化的品牌形象和宣传手法，将品牌与消费者的情感需求联系起来，建立消费者对品牌的情感认同。

3. 什么是市场营销的4P理论？请简要介绍每个P的含义。

国际市场营销学课后答案chapter 5 outline

Chapter 5The International Marketing Plan1. Please Give the overview of Chapter 52. Please describe the International Market Segmentation:3. What are the approaches to brand positioning:4. Please mention the Rationale for Target Marketing:5. Please complete the following terms:a. Accessibility:b. Actionability:c. Applications Positioning:d. Attribute/Benefit Positioning:e. Benefit Segmentation:∙International Market Segmentation: Involves identifying countries and consumers who are similar with regard to key traits. International segmentation must be performed at the country level and at the consumer level.∙Positioning the Brand: Entails placing the brand in the consumer's mind in relation to other competing products, based on product traits and benefits that are relevant to the consumer. There are six approaches to brand positioning: Attribute positioning, price/quality positioning, applications positioning, product user positioning, product class positioning, and competitor positioning.The Rationale for Target Marketing:Target marketing is used to identify segments of international consumers that are similar with regard to key traits, to select segments that the company can serve most efficiently, and to communicate product traits that differentiate the product in the consumers' minds. Accessibility: The ability to communicate with the international target market. Actionability: The extent to which the target market segment is responsive to the marketing strategies used.Applications Positioning: The marketing of a very precise product application that is differentiated in the consumers’ minds from other products that have a more general use. Attribute/Benefit Positioning: Positioning that communicates product attributes and benefits, differentiating each brand from the other company brands and from those of competitors. Benefit Segmentation: The process of identifying international market segments based on important differences between the benefits sought by the target market from purchasing a particular product.REVIEW QUESTIONSTrue/False1.False2.False3.False4.True5.True Multiple Choice1. D2. C3. C4. B。

外贸营销实战教程答案[训练]

外贸营销实战教程答案[训练]单选题正确1.进入生存阶段的外贸企业的工作重点是:找到客户1. A获取订单2. B海外做自己的品牌3. C做自己的渠道和终端4. D 正确2.进入成熟阶段，外贸营销岗位的普通业务员要能做的不包括:做自己的客户1. A做自己的品牌2. B做自己的渠道3. C做自己的终端4. D 正确3.情报式决策的特点是:拥有垄断资源优势项目1. A只能够针对熟悉行业和项目2. B适合国内市场3. C针对大项目4. D正确4.国际市场宏观环境整体发展趋势情报收集方法，最直接的是采用:探听的方式1. A合作的方式2. B交换的方式3. C购买的方式4. D错误5.品牌的物质基础是:产品1. A技术2. B设备3. C资金4. D正确6.追踪现阶段不需要的客户可以借鉴的技巧，不包括:第一招出手就要判断他是不是还在跟其他客户下订单，是否确实属于不需要1.A第二招一定要告诉对方好处，说明自己准备做出怎样的让步，给出什么条件2.B第三招找跟它实力相匹配的竞争对手，同他的竞争对手展开一些合作，把相当的信3. C息透露给对方第四招永久放弃该客户，将其作为非潜力客户不予理睬4. D 正确7.进入发展阶段，对外贸营销岗位的普通业务员的要求，理解不正确的是:能守住现有市场1. A能够为企业保持住订单2. B能及时交货，并在此基础上发展新客户3. C能够为企业争取到订单，能够发展新客户4. D 正确8.在贸易活动中，联合国给每一种商品的代码是:海关商品标准1. A海关商品计量2. B海关商品编码3. C海关商品认证4. D错误9.对于标杆企业的要求不包括:行业内前几名的企业1. A学习它的产品2. B抢占它的经销商3. C在同一个级别水平上面4. D 错误10.生存阶段外贸营销组织架构及功能的特点是:销售部与财务部合一1. A激发市场动力2. B单证储运与技术分离3. C销售部和市场部合一4. D 正确11.SWOT分析重点关注的要素不包括:优势 A 1.机会2. B劣势3. C策略4. D错误12.对客户评估的内容，不包括:客户的渠道1. A客户的员工人数2. B以往的销售历史业绩3. C银行存款4. D错误13.对“不同行业中的企业，其企业文化各有自己的特点”的理解不正确的是:高风险、反馈快的行业中的企业文化要体现服务周到的特点1. A商场可根据本身的经营特点提倡顾客至上、一切为顾客服务的价值观2. B“”行业则要体现坚强、乐观、进取心强等特点，以追求卓越作为其核心价值观3.C IT“”工厂可以从产品出发，树立向社会提供最优产品的价值观4. D “” 正确14.下面对“企业文化”的理解不正确的是:企业文化包括道德和行为标准以及如何在实务中沟通与强化该标准1. A企业文化是随着农业文明的发展，企业组织在一定的民族文化传统中逐步形成的2. B企业文化往往是现存的一种无形的力量3. C在企业成长过程中，企业文化始终以一种不可抗拒的方式影响着企业4. D 错误15.战略联盟的形式不包括:通过同大企业配套的联盟1. A通过协会联盟2. B通过专业外贸公司联盟3. C通过同异业配套的联盟4. D。

大学市场营销学考试练习题及答案531

大学市场营销学考试练习题及答案51.[单选题]通过开发几种不同的产品来满足不同细分市场的需求的营销是A)无差异营销B)集中营销C)差异化营销D)区别营销答案:C解析:2.[单选题]在激烈的市场竞争中，企业要吸引和维系顾客，其营销活动必然要强调A)合作B)竞争C)创新D)发展答案:C解析:3.[单选题]销售商一般将几种产品组合成一束，降价销售。

他采用的是( )。

A)产品线定价B)附属产品定价C)产品束定价D)招徕定价答案:C解析:4.[单选题]某产品的北京地区代理商发现同产品的其他地区代理商也跑来北京市场进行销售，这种渠道冲突属于（）。

A)多渠道冲突B)垂直渠道冲突C)水平渠道冲突D)供货渠道冲突答案:C解析:5.[单选题]顾客购买产品或服务的直接驱动因素是()A)产品价格B)产品价值C)服务质量解析:6.[单选题]为吸引消费者注意，体现出价格较便宜的感受，利民电脑公司对自己生产的笔记本电脑定价4999元，利民电脑公司这种心理定价策略属于（）。

A)招徕定价B)声望定价C)尾数定价D)整数定价答案:C解析:7.[单选题]为了转卖并取得利润而购买产品的批发商和零售商所构成的市场称为（）？A)消费者市场B)中间商市场C)生产者市场D)政府市场答案:B解析:8.[单选题]向企业供应原材料、部件、能源、劳动力和资金等资源的企业或组织称为（）。

A)生产商B)供应商C)代理商D)零售商答案:B解析:9.[单选题]()营销是通过借助某一有重要影响的事件来强化营销、扩大市场的方法。

A)事件B)网络C)关系D)文化答案:A解析:10.[单选题]市场竞争战略是指()A)相关产品在市场上占有最大的份额，在价格变化、新产品开发、分销渠道建设和促销战略等方面对本行业其他企业起着领导作用的企业的行为方式B)那些在市场上处于次要地位（第二、第三甚至更低地位)的企业为争取市场领先地位采用的行动方式D)那些在产品、技术、价格、渠道和促销等大多数营销战略上模仿或跟随市场领导者的行为答案:C解析:11.[单选题]公益广告传播活动较多采用的诉求类型是A)理性诉求B)感情诉求C)恐惧诉求D)道义诉求答案:D解析:12.[单选题]目标市场营销中的关键环节以及制定营销战略的重要依据是A)市场细分B)市场选择C)市场评估D)市场定位答案:D解析:13.[单选题]荷兰人发明的现代化的减价拍卖形式为A)高级无声拍卖B)智能无声拍卖C)人工式无声拍卖D)表盘式无声拍卖答案:D解析:14.[单选题]市场是否易于进入，这是市场细分的( )原则。

1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。

Chapter 5 – Analyzing Consumer MarketsTrue/False Questions1. Culture is the most fundamental determinant of a person’s wants and behavior. True (moderate) p. 842. If you reject the values of a particular group, it is considered a dissociative group. True (moderate) p. 853. Religious, professional, and trade union groups are types of secondary reference groups. True (moderate) p. 854. An opinion leader is a person who offers informal advice or information about some product category. True (easy) p. 855. Usually people from the same subculture, social class, and/or occupation have essentially the same lifestyle. False (moderate) p. 856. One’s family of orientation and one’s family of procreation are the same thing for most people. False (moderate) p. 867. Family members constitute the most influential primary reference group. True (easy) p. 868. The buyer’s age and occupation are considered personal factors that may affect buying decisions. True (easy) p. 879. Perception involves selecting, organizing, and interpreting information inputs to create a meaningful picture of the world. True (moderate) p. 8910. Consumer product disposal is of little interest to marketers. False (moderate) p. 96Multiple Choice Questions1. Within the United States, Southerners, Mormons, and Native Americans are all examples of:a. social classes.b. subcultures. (moderate) p. 85c. psychographically defined groups.d. geographically defined groups.e. cultures.2. Lee is constantly begging his mother to buy him an iPod because the most popular kids at his school all have one. His mother contends that he’ll just break or lose the music player if she buys it for him. For Lee, the most popular kids in his school are an example of a __________.a. subcultureb. ref erence group (moderate) p. 85c. social classd. demographic groupe. culture3. Marco worked in the U.S. Navy from 1994–2001. He still holds fast to the values he learned while a sailor and even has contact with some of his Navy buddies sporadically. His allegiance to the Navy affects his opinions about many facets of life. For Marco the Navy is a(n) _______________ reference group.a. aspirationalb. secondary (moderate) p. 85c. dissociatived. associativee. primary4. Which of the following would NOT be considered a personal factor that might influence consumer buying behavior?a. Age.b. Economic circumstances.c. Personality.d. Values.e. All of the above are all personal factors that might influence consumer buying behavior. (moderate) p 875. Traits like sincerity, excitement, competence, sophistication, and ruggedness are examples of what researchers have found to make up a __________.a. brand’s personality (difficult) p. 87b. preferred consumer’s personalityc. timid consumer’s person alityd. lifestyle personalitye. variety-seeking personality6. _______________ is a person’s pattern of living in the world as expressed in activities, interests, and opinions.a. Self-conceptb. Personalityc. Social classd. Lifestyle (moderate) p. 88e. Demographics7. __________ assumed that the psychological forces shaping people’s behavior are largely at the subconscious level and that people cannot fully understand their own motivations.a. Dr. Philb. Sigmund Freud (moderate) p. 88c. Frederick Herzbergd. Abraham Maslowe. Philip Kotler8. A _______________ is a need that is sufficiently pressing to drive the person to act.a. personalityb. valuec. morald. motive (moderate) p. 88e. belief9. According to the work of Frederick Herzberg _______________.a. a person moves from stated instrumental motivation to terminal onesb. people are driven by particular needs at particular timesc. polite store clerks will not necessarily be a satisfier for a consumer, but impolite ones would be a dissatisfier (difficult) p. 88d. a bottle of Estee Lauder perfume arouses a different set of motives in consumers than an Avon perfumee. marketers can use laddering to determine the appropriate appeal to be used in their ads10. On the way to work, Moe drives past at least 150 signs for businesses and hears at least 20 commercials on the radio. Yet, if you ask Moe to name a single brand or commercial he has been exposed to lately, he can only think of one—a humorous ad for Budweiser beer. This is an example of_______________.a. selective attention (moderate) p. 89b. selective distortionc. selective retentiond. selective memorye. selective disposal11. __________ refers to when a person learns to recognize differences in similar sets of stimuli and adjust responses accordingly.a. Learningb. Generalizationc.Discrimination (moderate) p. 89d.Cue formatione. Attention12. While watching ―American Idol,‖ Deanté saw an ad for an upset stomach remedy. Although the ad was for Rolaids, Deanté thought the ad was for her favorite brand—Tums. This is an example of__________.a. information overloadb. selective attentionc. perceptual aggregationd. selective retentione. selective distortion (moderate) p. 8913. While watching ―Larry King Live,‖ Grant notic ed the show had a feature on Garlique, a food supplement that helps lower cholesterol. He has taken Garlique for the last year and is convinced it is the only reason he is able to keep his cholesterol numbers in check. The feature began with a description of how the product works and concluded with a discussion of its potential negative side effects. Grant called his brother to tell him how the feature supported his belief in how well Garlique works at lowering cholesterol. Due to _______________, Grant did not remember the negative side effects associated with Garlique use.a. information overloadb. selective attentionc. perceptual aggregationd. selective retention (moderate) p. 89e. selective distortion14. _______________ involves changes in an indiv idual’s behavior that arise from experience.a. Learning (moderate) p. 89b. Personalityc. Attituded. Perceptione. Culture15. _____________ consist of all brand-related thoughts, feelings, perceptions, images, experiences, beliefs, and attitudes that become linked to a brand node in the associative network of a person’s long-term memory.a. Encoded informationb. Decoded informationc. Liminal associationsd. Brand associations (moderate) p. 90e. Subliminal associations16. What type of information cannot be stored in a consumer’s memory network?a. Verbal.b. Visual.c. Abstract.d. Contextual.e. All of the above may all be stored in a consumer’s memory network. (moderate) p. 9017. Usually, the consumer receives the most information exposure about a product from __________ sources.a. personalb. commercial (moderate) p. 92c. organizationald. publice. experiential18. When marketers try to identify the circumstances that trigger a particular need, they are more likely to do it when the consumer is in which stage of the consumer buying process?a. Assessment of alternative options.b. Buyer’s remorse.c. Problem recognition. (easy) p. 92d. Information evaluation.e. Post-purchase dissonance.19. Because attitudes are very difficult to change, a company would be well advised to __________.a. use care when trying to change people’s attitudesb.fit its products in with existing attitudes rather than try to change people’s attitudes (moderate) p.94c.avoid all consumers who have negative attitudesd. use aggressive campaigns to influence trusted opinion leaderse. seek only consumers who are positively predisposed to its products20. The sudden loss of a job, a rainstorm, an encounter with a rude sales clerk, and forgetting to go by the cash machine are all examples of __________ that can change the outcome of a consumer buying situation.a. perceived riskb. others’ attitudesc. motivational modificationsd. unanticipated situational factors (moderate) p. 95e. personality changes。