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第一章单元测试

1

Which of the following statements are correct?

A Ethics are a set of moral principles that guide attitudes and behaviour

B Ethics are a set of rules

C Ethics are subjective and imprecise

D Ethics depend on social, cultural and individual factors

正确ACD

2

Which of the following would be considered a partner in the formal definition of marketing?

A Retailers who sell an organisation’s products

B An organisation’s supplier of raw materials

C Customers

D An advertising agency who writes the copy for an organisation’s television commercial

正确ABD

3

Stakeholders of an organisation could include: ______

A

owners

B

shareholders

C

employees

D

customers

正确ABCD

4

Which of the followings are about marketing ethics issue?

A Advertising junk food on children’s television

B A salesperson exaggerating the benefits of a product to persuade a customer to purchase it

C Increasing the price of a product due to increased customer demand and limited availability

D Failing to inform consumers of known potential risks of using a product

正确ABD

5

Which of the followings are potential benefits of an organisation acting in a socially responsible manner?

A Good publicity

B The generation of goodwill

C It can attract future employees

D It can encourage consumers to support the organisation

正确ABCD

6

A product can be ______

A

an idea

B

a good

C

a service

D

a person

正确ABCD

7

A brand can be ______

A

a collection of symbols intended to create an image in a customer’s mind

B

a name, logo, slogan or design that differentiates a product

C

the bundle of attributes of a product

D

anything offered to a market

正确AB

8

In marketing, which of the following statements about promotion are correct?

A It is simply another name for advertising

B It can be used to remind customers about a product

C It can be used to inform or persuade customers

D It can be used to create awareness

正确BCD

9

Which of the following are marketing activities?

A Accounting

B Personal selling

C Research&Development

D Public relations

正确BD

10

The traditional 4Ps framework includes ______

A

place

B

people

C

partners

D

product

正确AD

第二章单元测试

1

An organisation that outsources functions that can be done more efficiently by specialist external providers is shifting those functions from _________

A its micro-environment to its macro-environment

B its internal environment to its micro-environment

C its internal environment to its macro-environment

D its internal environment to its external environment

正确BD

2

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 _________

A internal environment

B external environment

C marketing environment

D target market

正确BC

3

Which of the followings are part of an organisation’s macro-environment?

A Competitive forces

B Technological forces

C Sociocultural forces

D Political forces

正确BCD

4

Which of the followings are examples of an economic macro-environmental force?

A The Australian dollar rising in value

B A fall in demand for commodities such as coal and iron ore due to the global financial crisis

C The level of consumer spending decreasing

D A rise in interest rates

正确ABCD

5

The rising use of social networking sites could be attributed to _________

A sociocultural forces

B technological forces

C legal forces

D economic forces

正确AB

6

Factors those are beyond the organisation’s direct control, though the organisation may be able to have some influence over them, are _________

A weaknesses

B opportunities

C threats

D strengths

正确BC

7

Which of the followings are demographic characteristics?

A Age

B Gender

C Ethnicity

D Marital status

正确ABCD

8

The macro-environment encompasses _________

A country and regional geographic levels

B local and state geographic levels

C the factors outside of the industry that influence the survival of the organisation

D marketing planning

正确ABC

9

Key environmental factors that marketers need to consider when analysing the marketing environment include political, economic, sociocultural, _________ forces

A technological

B cultural

C legal

D environmental

正确ACD

10

SWOT includes _________

A situation and threats

B strengths and threats

C weaknesses and opportunities

D weakness and opposition

正确BC

第三章单元测试

1

The broad influences on consumer behaviour can be categorised as _________

A situational

B psychological

C group

D individual

正确ACD

2

Which of the following would describe an opinion leader from a marketing perspective?

A A person of high standing in the community

B A reference group member who provides relevant and influential advice

C Your one-month-old baby sister

D Media commentators who have a large audience

正确ABD

3

Which of the following purchase situations would likely be described as high involvement in terms of consumer decision-making?

A Weekly supermarket shopping

B The purchase of familiar products

C Infrequently purchase

D The purchase of more expensive products

正确CD

4

How can a marketer attempt to reduce the likelihood of a purchaser of their product experiencing cognitive dissonance?

A By increasing the price of their product

B By offering bonuses or rebates to be redeemed some time after purchase, to give the purchaser additional value

C It is not possible for a marketer to influence the potential cognitive dissonance of a consumer

D By ensuring that their products, when used, will meet consumer expectations

正确BD

5

Which countries below would score lower than Australia or New Zealand on Hofstede’s ‘individualism’ dimension of culture?

A India

B Japan

C United States

D China

正确ABD

6

Which of the following statements regarding subcultures are correct?

A A subculture is a group comprising individuals of similar rank within a social hierarchy

B A subculture is a group of individuals who share common attitudes, values and behaviours that distinguish them from the broader culture

C Subcultures are important to marketers when their shopping and purchasing behaviour is significantly different from the reminder of population

D A hip-pop culture would be an example of a subculture

正确BCD

7

Which of the following could be a reference group for an individual?

A A work or professional group

B Their family

C Their idols

D Their pets

正确ABC

8

Demographic characteristics include _________

A lifestyle and personality

B age and income

C education level and gender

D race and religious belief

正确BCD

9

According to Maslow’s theory, which of the following needs would an individual attempt to satisfy before the others?

A Safety

B Financial

C Hunger

D Thirst

正确CD

10

Which of the following statements are correct?

A Perception is subjective

B Perception can be particular to an individual

C Perception is objective

D Perception can be selective

正确ABD

第四章单元测试

1

Juicy buys sugar from a local factory and sells lollies to department stores and supermarkets Which markets do these transactions take place in?

A Producer markets

B Reseller markets

C Wholesale markets

D Retail markets

正确AB

2

Institutional markets are distinguished from other business markets by _________

A the fact they do not sell goods

B the not-for-profit nature of their activities

C their non-public nature

D the fact they do not sell services

正确BC

3

High-value purchases are relatively common in which business markets?

A Consumer and reseller

B Online and consumer

C Producer and institutional

D Reseller and government

正确CD

4

Which of the following statements about business-to-business transactions in general are likely to be correct?

A The relationships between buyers and sellers tend to be short term

B They can be for high volume and high value purchases

C They can involve regular repeat purchases

D Price and other conditions of sale can be open to negotiation

正确BCD

5

Guitars usually have ebony or rosewood fretboards The demand for ebony and rosewood varies with the demand for guitars This is an example of _________

A

joint demand

B

consumer demand

C

elastic demand

D

derived demand

正确AD

6

Company A buys glue for use in manufacturing its products from companies B, C and D Which of the following are unlikely to decrease the amount of glue that Company A demands?

A Company B begins selling glue to consumers

B Company C increases its glue prices

C Company D stops producing glue

D Company E begins buying glue from companies B, C and D

正确ABCD

7

Which of the followings are correct?

A Buyers have the final authority to make business purchasing decisions

B New task purchases are likely to involve extensive evaluation of options

C Many businesses use multiple suppliers so they are not overly reliant on any one other business

D Business purchasing decisions often involve development of a formal product requirement specification

正确BCD

8

In which of the following business markets are high-volume purchases likely to be a characteristic?

A Reseller market

B Consumer market

C Institutional market

D Government market

正确ACD

9

Which of the following statements are correct?

A Demand for components in business markets mostly tends to be price inelastic

B Equipment suppliers can take advantage of joint demand by offering ongoing supply of maintenance and consumables

C A just-in-time approach to taking delivery of components reduces inventory costs, but increases the risk that the production process will be brought to a halt by the shortage of any component

D While industry demand tends to be inelastic, demand for the business products of any particular company can be elastic

正确ABCD

10

Which steps of the business decision-making process may be omitted for the straight rebuy?

A Problem/need recognition

B Evaluation of options

C Information search

D Post-purchase evaluation

正确BC

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