"Wisdom Tree Zhidao" Answers to Internet and Marketing Innovation

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Answers to "Wisdom Tree Zhidao" Internet and Marketing Innovation:

Chapter 1 Test

1. Which of the following options is a wrong formulation: The Internet sometimes Also called

A. Internet

B. Global Information Network

C. Communication Network

D. International Network

My answer: C

2. Which of the following application models does not belong to the e-commerce application model:

A. B2B application model

B. O2O Application model

C. B2C application model

D. C2O application model

My answer: D

3. 1995 7 In March, the online store was established - marking the birth of online sales.

A. Alibaba

B. Amazon

C. Bitnet

D. Suoyi

My answer: B

4. Which of the following options is not a characteristic of Internet marketing:

A. Universality

B. Economical

C. Multimedia

D. Personalization

My answer: A

5. According to classification, Internet marketing can be divided into direct Internet marketing and Indirect Internet Marketing.

A. How business activities operate

B. Transaction objects

C. Type of network used

D. Contents of business activities

My answer: D

6. The widespread application of the Internet in real life can be summarized into five major theories: information needs, transaction needs, communication needs, entertainment needs, and office needs. model.

My answer: X

7. In July 1995, the online store Taobao was established - marking the birth of online sales.

My answer: p> B. Across time and space

C. Economy

D. Particularity

E. Interactivity

My answer: BCE

9. Internet marketing can be divided into G2C and G2C based on transaction objects.

A. B2B

B. B2C

C. G2G

D. B2G

E. G2E

My answer: ABD

10. Among the following 5 items, which one is the basic function of online marketing?

A. Online games

B. Online branding

C. Website promotion

D. Online government affairs

E. Online research

My answer ：BCE

Chapter 2 Test

1. Which of the following options is not a forming factor of the market:

A. Consumers

B. Transaction conditions

C. Manufacturer

D. Product or service

My answer: C

2. Which of the following options The total customer value that does not belong to the customer transfer value:

A. Product value

B. Supply value

C. Personnel value

D. Service value

My answer: B

3. Which of the following options does not belong to the total customer cost in customer transfer value

A. Marketing cost

B. O2O monetary cost

C. Time cost

D. Physical cost

My answer: A

4. Which of the following options does not belong to the classic 4P marketing mix strategy:

A. Product strategy

B. Distribution strategy

C. Price strategy

D. Service strategy

My answer: D

5. Which of the following options is not a marketing mix element of the 4R marketing mix strategy:

A. Association

B. Convenience

C. Relationship

D. Return

My answer: B

6. Users refer to group buyers who possess and own production materials and production services.

My answer: √

7. The task of innovating marketing management concepts under the Internet requires switching marketing when there is no demand.

My answer: X

8. In the composition of customer transfer value, which of the following is the total customer value:

A. Cost value

B. Product value

C. Service value

D. Personnel value

E. Advertising value

My answer: BCD

9. To adapt to the conceptual changes in Internet marketing thinking, marketers need to pay attention to:

A. Personalized marketing

B. Segmentation Market

C. Customer database

D. Customer share

E. Channel development

My answer: ABD

10. The four basic elements of 4C marketing mix strategy are:

A. Product

B. Consumer

C. Cost

D. Price

E. Convenience

F. Communication

My answer: BCEF

Chapter 3 Test

1. Business model innovation is a kind of:

A. Product innovation

B. Process innovation

C. Integrated innovation

D. Organizational innovation

My answer: C

2. Which of the following options does not belong to the working principle of intelligent search engines:

A. Collection

B. Index

C. Classification

D. Sort

My answer: C

3. Which of the following options does not belong to the three factors of email marketing:

A. User permission

B. Business communication

C. Email Deliver information

D. Information is valuable to users

My answer: B

4. The essence of blog marketing is:

A. Publish product information

B. Publish company news

C. Promote brand

D. Compete for the right to speak

My answer :D

5. Which of the following options does not belong to the three elements of successful viral marketing:

A. Experience sales

B. Valuable content

C. Susceptible groups

D. Media channels

My answer: A

6. "Minimizing customer value" is a business Model innovation subjectively pursues goals.

My answer:

My answer: X

8. Which of the following is a method to achieve viral marketing:

A. Event planning

B. Product ranking

C. Oral communication

D. Keyword advertising

E. Street delivery

My answer ：AC

9. The three factors of email marketing refer to:

A. User permission

B. Mail directory

C. Email delivers information

D. Postal delivery

E. Information is valuable to users

My answer: ACE

10. The implementation methods of search engine marketing include: ________ etc.

A. Bidding ranking

B. Product ranking

C. Company ranking

D. Keyword advertising

E. Category directory login

My answer: ADE

Chapter 4 Test

1. Which of the following options does not belong to the current Chinese consumer market? Major trends

A. The era of consumer information

B. Health trends

C. Male values

D. Independence

My answer: C

2. With the continuous improvement of China’s consumption level, the Chinese market has entered the consumption stage.

A. Popularization

B. Niche

C. Elite

D. High-end

My answer: B

3. The online market is a consumer market concept.

A. Online and offline combination

B. Physical

C. E-commerce

D. Virtual

My answer: D

4. Online consumers are mostly from the middle and low-income class market and the customer market that they are unwilling to face.

A. Salesperson

B. Crowd

C. Manufacturer

D. Supplier

My Answer: A

5. Which of the following options does not belong to the scope of the government’s role in e-commerce, e-commerce.

A. Planner

B. Manager

C. Applicator

D. Designer

My answer: D

6. The lack of obvious differences in demand is a demand characteristic of online consumers.

My answer:

My answer: √

8. Which of the following is a major trend in China’s consumer market:

A. Expanding production for consumption

B. Autonomy

C. Imitation of stars

D. Comprehensive experience

E. Female value

My answer: BDE

9. Which of the following is a new challenge brought to marketing by the Internet era:

A. Online

B. Flat

C. Niche

D. E-commerce

E. Platform

My answer: ACE

10 , Which of the following are the main types of consumers who shop online: _________, etc.

A. Star chasing type

B. Surfing type

C. Consumption type

D. Simple type

E. Hedonic type

My answer: BD

Chapter 5 Test

1. Which of the following options does not belong to the reasons for network market segmentation:

A. Consumer needs vary widely

B. Producers’ differences

C. Company resources are limited

D. The need for competition

My answer: B

2. Enterprises facing different markets with different products and choices refer to:

A. Product specialization

B. Market specialization

C. Choose specialization

D. Product market concentration

My answer: C

3. When an enterprise chooses two or more different products and marketing plans for a segmented market, it refers to:

A. Concentrated marketing strategy

B. Differentiated marketing Strategy

C. Undifferentiated marketing strategy

D. Avoidance marketing strategy

My answer: B

4. With the most The "confrontational" positioning of a strong opponent is called:

A. Head-on positioning

B. Repositioning

C. Two-way positioning

D. Avoid strong positioning

My answer: A

5. The market segments of the "narrow zone" left by many large companies pursuing economies of scale are: .

A. Alternative niche market

B. Collaborative niche market

C. Professional niche market

D. Natural niche market Basic market

My answer: D

6. Market segmentation is the process of dividing the overall market for a product into several sub-markets based on the differences of the enterprise.

My answer: X

7. Differentiated marketing strategy is to select two or more segmented markets and launch different products and marketing plans.

My answer: √

8. In the online consumer market, consumer psychology factors can be further subdivided into:

A. Social class

B. Lifestyle

C. Behavioral variables

D. Demographic variables

E. Personality characteristics

My answer: ABE

9. Which of the following is a target market scope strategy:

A. Single product concentration

B. Product market concentration

C. Market specialization

D. Product diversification

E. Market diversity

My answer: BC

10. Which of the following types of markets are niche markets:

A. Quantity niche market

B. Patent niche market

C , consumer niche market

D. potential niche market

My answer: BD

Chapter 6 Test

1. Mobile Internet allows users to do anything.

A. During working hours

B. Anytime and anywhere

C. At any time

D. At any place

My answer: B

2. The WeChat O2O profit model is to attract customers to the designed system and earn profits.

A. Online products

B. Offline products

C. Other peripheral products

D. Network products

My answer: C

3. Which of the following options does not belong to the product features of the WeChat public *** platform:

A. Relying on the mobile Internet

B. Support mobile platform

C. Integrate a variety of communication methods

D. Low tariff and save traffic

My answer: B

4. Which of the following options is not the main function of the merchant exclusive version of the APP:

A. Member management

B. Coupon promotion management

C. Mobile website

D. Online product quality management

My answer: D

5. Which of the following options does not belong to the characteristics of Weibo marketing?

A. Openness, shortening the distance

B. Displaying products online

C. Low release threshold

D. High technology

My answer: B

6. Mobile Internet is to combine mobile communications and the Internet into one.

My answer: √

7. The mobile Internet inherits the advantages of open collaboration of the desktop Internet, and also inherits the real-time, privacy, portability and accuracy of the mobile network. , non-locatable and other advantages.

My answer: X

8. Which of the following is a long-term trend of the mobile Internet:

A. Differentiation

B. Mobility

C. Socialization

D. Practicality

E. Localization

My answer: BCE

9. Which of the following is a new model of mobile marketing:

A. Mobile O2O marketing

B. Viral marketing

C. APP marketing

D. Email marketing

E. WeChat marketing

My answer: ACE

10. Three pivots in the development of O2O marketing model It refers to:

A. Online payment

B. Mobile payment

C. Online community

D. QR code

E. Mass sending assistant

My answer: BCD

Chapter 7 Test

1. Which of the following options does not belong to online virtual goods? : .

A. Game software

B. General services

C. Logistics services

D. Information consulting services

My answer: C

2. The product level of online marketing focuses on three categories, among which core benefits or services must be achieved.

A. Personalization

B. Differentiation

C. Intangibility

D. Customization

My answer: A

3. Which of the following options does not fall into the category of preferred products for online marketing: products.

A. Convenient for delivery

B. Low network cost

C. Computer-related

D. Easy to set up a store

My answer: D

4. Online brand = brand name + brand pattern +

A. Trademark

B. Brand affiliated content

C. Corporate identity

D. Brand characteristics

My answer: B

5. Which of the following options is not a new product? Scope of development strategy types

A. New products

B. Repositioned products

C. Golden bull products

D , new product line

My answer: C

6. Online branding refers to the one-to-one registration of trademarks registered by enterprises on the Internet. It is the tangible asset of the enterprise.

My answer: X

7. Brand is a market concept, and trademark is a legal concept.

My answer: √

8. The three levels of network product differentiation refer to:

A. Price differentiation

B. Core product differentiation

C. Channel differentiation

D. Form product differentiation

E. Extended product differentiation

My answer: BDE

9. Which of the following belongs to the overall level of marketing products:

A. Core products

B. Physical products

C. Service product

D. Form product

E. Extended product

My answer: ADE

10. Which of the following products are the first choice for online marketing products:

A. High-quality products

B. High technical performance

C. High practicality Product

D. Big brand marketing

E. Convenient delivery

My answer: BDE

Chapter 8 Test

1. Internet marketing channels are a set of interdependent intermediate links that help companies achieve their marketing goals by transferring products from producers to consumers.

A. E-commerce

B. Internet

C. Electronic information

D. Internet of Things

My answer: B

2. In the current mobile payment market, it is growing the fastest.

A. Alipay and WeChat Pay

B. Alipay and Yibao Pay

C. WeChat and JD Pay

D. WeChat Heyibao Pay

My answer: A

3. Which of the following options is not a direct online marketing channel:

A. Mainly engaged in online direct sales Model

B. Self-built website direct sales model

C. Relying on platform direct sales model

D. Hybrid direct sales model

My answer : A

4. The strategy of enterprises using both direct online sales channels and indirect online sales channels is called:

A. Two-way transaction method

B. Intensive distribution Method

C. Dual-channel method

D. Select distribution method

My answer: C

5. Online retailers: is a pattern.

A. C2C

B. B2C

C. O2O

D. B2B

My answer :B

6. Internet channels provide a two-way information dissemination model, making communication between producers and consumers more inconvenient.

My answer: X

7. The dual-channel method means that enterprises use both direct online sales channels and indirect online sales channels.

My answer: √

8. Online ordering functions include:

A. Search for orders

B. Provide product information

C. Quality inspection products

D. Search platform

E. Generate orders

My answer: BDE

9. Internet marketing logistics refers to the distribution activities of materials or services based on the Internet.

A. Information flow

B. Customer flow

C. Business flow

D. Order flow

E. Capital flow

My answer: ACE

10. Characteristics of online marketing logistics:

A. Automation

B , Industrialization

C. Informatization

D. Flexibility

E. Invisibility

My answer: ACD

Chapter 9 Test

1. Which of the following options is not an external factor that affects network pricing: .

A. Product cost

B. Customer purchase intention

C. Customer purchasing power

D. Competitor competitive position

My answer: A

2. Which of the following options does not belong to the basis of Internet marketing pricing.

A. Reduce procurement costs

B. Control production costs

C. Reduce inventory

D. Open the market

My answer: D

3. Internet marketing free price strategy is mainly used for

A. Promotion and personal selling

B. Promotion of products and promotion

C. Promotion of products and slow-moving products

D. Promotion and experiential sales

My answer: B

4 , which of the following options is not a characteristic of a free product:

A. Direct income characteristics

B. Indirect income characteristics

C. Impact

D. Growth

My answer: A

5. The massive information provided by the Internet.

A. Increases consumers’ search costs

B. Reduces consumers’ price sensitivity

C. Reduces consumers’ price search tendency

D. Reduces consumers’ search costs

My answer: D

6. Internet marketing pricing refers to setting prices for online marketing products and services .

My answer: √

7. In Internet marketing, free price is a promotional strategy and an ineffective pricing strategy for products and services.

My answer: , Low-price pricing

C. Flexibility

D. Inelasticity

E. Customer-oriented

My answer: BCE

9. Which of the following are characteristics of free products:

A. Intangible characteristics

B. Tangible characteristics

C. Easy to digitize

D. Low manufacturing cost

E. Zero manufacturing cost

My answer: ACE

10. The following Which one is free price:

A. Unbundled free

B. Completely free

C. Bundled free

D , Regularly free

E. Partially free

My answer: BCE

Chapter 10 Test

1. Which of the following options is not It belongs to the characteristics of Internet marketing and promotion, Internet promotion.

A. Transmitting product and service information through the Internet

B. Conducted in a less transparent market

C. Conducted in a virtual market

D. Pay attention to communication

My answer: B

2. Which of the following options is not a common online promotion method: .

A. Discount promotion

B. Coupon promotion

C. Offline promotion

D. Joint promotion

My answer: C

3. Which of the following options is an incorrect statement about online advertising: Online advertising is mainly through

A. Internet search engines

B. Well-known online sites

C. Free email services

D. Free public interactive sites

My answer: A

4. Which of the following options does not belong to the type of online advertising:

A. Button advertising

B. Link advertising

C. TV advertising

D. Pop-up ads

My answer: C

5. Which of the following options does not belong to the category of Internet celebrities

A. Self-made ads Media influencer

B. Grassroots influencer

C. Brand influencer

D. Lulu influencer

Me Answer: C

6. The concept of electronic time and space is one of the main differences between online promotion and traditional promotion.

My answer: √

7. Internet celebrities refer to advertisers who are noticed by netizens because of a certain event or behavior in real or online life and become popular.

My answer: p> B. Gift promotion

C. Holiday promotion

D. Points promotion

E. Order promotion

My answer ：BCD

9. Which of the following is a characteristic of online advertising:

A. Strong interactivity

B. Brand effect

C. Flexibility and low cost

D. Star effect

E. Wide spread range

My answer: ACE