2024知到答案 解密市场营销（双语） 最新智慧树满分章节测试答案
第一章 单元测试
1、多选题：
Which of the following statements are correct?
选项：
A:Ethics are subjective and imprecise.
B:Ethics are a set of rules.
C:Ethics depend on social, cultural and individual factors.
D:Ethics are a set of moral principles that guide attitudes and behaviour.
答案: 【Ethics are subjective and imprecise.;
Ethics depend on social, cultural and individual factors.;
Ethics are a set of moral principles that guide attitudes and behaviour.】
2、多选题：
Which of the following would be considered a partner in the formal definition of marketing?
选项：
A:An advertising agency who writes the copy for an organisation's television commercial
B:An organisation's supplier of raw materials
C:Customers
D:Retailers who sell an organisation's products
答案: 【An advertising agency who writes the copy for an organisation's television commercial;
An organisation's supplier of raw materials;
Retailers who sell an organisation's products】
3、多选题：
Stakeholders of an organisation could include: ______.
选项：
A:owners
B:customers
C:employees
D:shareholders
答案: 【owners;
customers;
employees;
shareholders】
4、多选题：
Which of the followings are about marketing ethics issue?
选项：
A:Failing to inform consumers of known potential risks of using a product
B:A salesperson exaggerating the benefits of a product to persuade a customer to purchase it
C:Advertising junk food on children's television
D:Increasing the price of a product due to increased customer demand and limited availability
答案: 【Failing to inform consumers of known potential risks of using a product;
A salesperson exaggerating the benefits of a product to persuade a customer to purchase it;
Advertising junk food on children's television】
5、多选题：
Which of the followings are potential benefits of an organisation acting in a socially responsible manner?
选项：
A:It can attract future employees.
B:It can encourage consumers to support the organisation.
C:Good publicity
D:The generation of goodwill
答案: 【It can attract future employees.;
It can encourage consumers to support the organisation.;
Good publicity;
The generation of goodwill】
6、多选题：
A product can be ______.
选项：
A:a person
B:a service
C:an idea
D:a good
答案: 【a person;
a service;
an idea;
a good】
7、多选题：
A brand can be ______.
选项：
A:a name, logo, slogan or design that differentiates a product
B:the bundle of attributes of a product
C:anything offered to a market
D:a collection of symbols intended to create an image in a customer's mind
答案: 【a name, logo, slogan or design that differentiates a product;
a collection of symbols intended to create an image in a customer's mind】
8、多选题：
In marketing, which of the following statements about promotion are correct?
选项：
A:It can be used to create awareness.
B:It can be used to inform or persuade customers.
C:It can be used to remind customers about a product.
D:It is simply another name for advertising.
答案: 【It can be used to create awareness.;
It can be used to inform or persuade customers.;
It can be used to remind customers about a product.】
9、多选题：
Which of the following are marketing activities?
选项：
A:Research&Development
B:Personal selling
C:Accounting
D:Public relations
答案: 【Personal selling;
Public relations】
10、多选题：
The traditional 4Ps framework includes ______.
选项：
A:place
B:people
C:partners
D:product
答案: 【place;
product】
第二章 单元测试
1、多选题：
An organisation that outsources functions that can be done more efficiently by specialist external providers is shifting those functions from _________.
选项：
A:its internal environment to its external environment
B:its internal environment to its macro-environment
C:its micro-environment to its macro-environment
D:its internal environment to its micro-environment
答案: 【its internal environment to its external environment;
its internal environment to its micro-environment】
2、多选题：
A movie studio lobbying governments to introduce harsher penalties for the mass copying of pirated DVDs is an example of an organisation attempting to influence its _________.
选项：
A:external environment
B:internal environment
C:target market
D:marketing environment
答案: 【external environment;
marketing environment】
3、多选题：
Which of the followings are part of an organisation's macro-environment?
选项：
A:Sociocultural forces
B:Political forces
C:Technological forces
D:Competitive forces
答案: 【Sociocultural forces;
Political forces;
Technological forces】
4、多选题：
Which of the followings are examples of an economic macro-environmental force?
选项：
A:A fall in demand for commodities such as coal and iron ore due to the global financial crisis
B:A rise in interest rates
C:The Australian dollar rising in value
D:The level of consumer spending decreasing
答案: 【A fall in demand for commodities such as coal and iron ore due to the global financial crisis;
A rise in interest rates;
The Australian dollar rising in value;
The level of consumer spending decreasing】
5、多选题：
The rising use of social networking sites could be attributed to _________.
选项：
A:legal forces
B:technological forces
C:economic forces
D:sociocultural forces
答案: 【technological forces;
sociocultural forces】
6、多选题：
Factors those are beyond the organisation's direct control, though the organisation may be able to have some influence over them, are _________.
选项：
A:weaknesses
B:strengths
C:threats
D:opportunities
答案: 【threats;
opportunities】
7、多选题：
Which of the followings are demographic characteristics?
选项：
A:Gender
B:Marital status
C:Ethnicity
D:Age
答案: 【Gender;
Marital status;
Ethnicity;
Age】
8、多选题：
The macro-environment encompasses _________.
选项：
A:the factors outside of the industry that influence the survival of the organisation
B:local and state geographic levels
C:country and regional geographic levels
D:marketing planning
答案: 【the factors outside of the industry that influence the survival of the organisation;
local and state geographic levels;
country and regional geographic levels】
9、多选题：
Key environmental factors that marketers need to consider when analysing the marketing environment include political, economic, sociocultural, _________ forces.
选项：
A:cultural
B:legal
C:environmental
D:technological
答案: 【legal;
environmental;
technological】
10、多选题：
SWOT includes _________.
选项：
A:strengths and threats
B:situation and threats
C:weakness and opposition
D:weaknesses and opportunities
答案: 【strengths and threats;
weaknesses and opportunities】