Chapter 1 Testing

1, the market refers to the total demand for a commodity or service ().

A. Individual consumers

B. manufacturer

C, social groups

D. Reality and potential buyers

Correct answer: D.

2, () refers to the consumer has a strong desire for something, but the existing products or services can't meet it.

A. Potential demand

B. Insufficient demand

C, negative demand

D, reducing demand

Correct answer: a

3. The following is not a 4P marketing mix ().

A. products

B. Pricing

C.channel

D, need

Correct answer: D.

4. In terms of integrated marketing? 4C？ It means ().

A, the needs and desires of consumers are the first.

B, effectively communicate with customers

C, develop multifunctional products

D, easy to buy

E, the cost of meeting needs or desires is relatively small.

Correct answer: ABDE

5. In the following example, the ownership attachment syndrome using behavior theory is ().

A, the smart toilet is installed first and then purchased, that is, the user decides whether to buy it after one week of installation and use.

B, 30 days free return.

C, show more expensive products or products with worse quality.

Encourage consumers to try on clothes.

Correct answer: ABD

6. The so-called social marketing concept is the concept centered on consumer demand.

Correct answer: X.

7. In market transactions, both parties are called marketers.

Correct answer: X.

8. Exchange is the core of marketing activities.

Correct answer:?

9. Because the bait effect is at work, the seller's valuation is always higher than that of the buyer.

Correct answer: X.

10, I want you to submit a plan that looks good, and it's better to put it behind the plan that is worse than you.

Correct answer:?

Chapter II Testing

1, units with high relative market share and low market growth rate belong to ().

First, the problem class

B, star level

C, Taurus

D, thin dog

Correct answer: C.

2. The problem-based strategic business unit is characterized by ().

A, the market growth rate is high and the relative market share is low.

B, high market growth rate and high relative market share

C. Low market growth rate and high relative market share.

D, the market growth rate is low and the relative market share is low.

Correct answer: a

3. Tmall flagship store? Eton Jenny? It sells clothes and accessories for British female students, called ().

I. Centralized strategy

B, differentiation strategy

C, no difference strategy

D, cost leadership strategy

Correct answer: a

4, the following description about the cost leadership strategy is correct ().

The price is lower than that of competitors.

B, the total cost is lower than competitors.

C, increase investment in promotional items

D, frequent promotion

Correct answer: b

5, the effective condition of market segmentation is ().

I. Measurability

B, accessibility

C, profitability

D, long-term stability

E. differences

Correct answer: ABCE

6. The following statement about trademarks is true: ().