市场营销Word文档下载推荐.docx

市场营销Word文档下载推荐.docx

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C）government

D）citizen-action

E）marketingdepartment市场部门

4）Yourmarketingdepartmentiscurrentlyresearchingthesize,density,location,age,andoccupationsofyourtargetmarket.Whichenvironmentisbeingresearched?

A）demographic

B）psychographic

C）economic

D）geographic

E）cultural

5）The________environmentconsistsoffactorsthataffectconsumerpurchasingpowerandspendingpatterns.

A）cultural

B）political

C）technological

D）economic

？

6）Thenaturalresourcesthatareneededasinputsbymarketersorthatareaffectedbymarketingactivitiesarereferredtoasthe________.

A）rawmaterialmarket

B）naturalenvironment

C）endangeredenvironment

D）greenmovement

E）factorsofproduction

7）Asociety'

sbasicvalues,perceptions,preferences,andbehaviorsareallpartofits________environment.

A）social

B）cultural

C）political

D）cultural-economic

E）natural

8）Asociety'

s________areexpressedinhowpeopleviewthemselves,organizations,society,nature,andtheuniverse.

A）marketingresponses

B）culturalvalues

C）demographics

D）publicpolicies

E）economies

9）Marketers,morethananyothergroupinthecompany,mustbeawareofthemicroenvironmentandmacroenvironment,trackingtrendsandseekingopportunities.T

10）Themacroenvironmentconsistsofthefactorsclosetothecompanythataffectitsabilitytoserviceitscustomers,suchassuppliers,customermarkets,competitors,andpublics.F

11）Marketingresearchfirms,advertisingagencies,mediafirms,andmarketingconsultingfirmsareallreferredtoasmarketingservicesagencies.T

12）Significanttrendsinthenaturalenvironmentincludeshortagesofrawmaterials,increasedpollution,anddecreasedgovernmentintervention.F

13）Theintroductionofnewtechnologiesisbeneficialtoallindustries,asnewmarketsandopportunitiesarecreated.F

2010testchapter3第三章2010测试

1）以下术语是用来描述因素和部队外面的营销,影响着营销管理构建和维护的能力与目标客户的成功的人际关系?

A）themarketingenvironment一）营销环境

B）strategicplanningB）战略规划

C）targetmarketsC）目标市场

D）themarketingmixD）的营销组合

E）noneoftheaboveE）以上都不是

2）Youaredirectedtostudythefactorsthatarelargersocietalforcesthataffectyourcompany–demographic,economic,natural,technological,political,andcultural.2）你是针对研究因素更大的社会力量,影响你的公司的人口、经济、自然、技术、政治和文化。

Whatareyoustudying?

你主修什么的?

A）themacro-environment一个）的宏观环境

B）themicroenvironmentB）微环境

C）themarketingenvironmentC）营销环境

E）theglobalenvironmentE）全球环境

3）哪一项不是一个对公众的例子是一个公司的市场营销环境的?

A）financial一）金融

B）mediaB）媒体

C）governmentC）政府

D）citizen-actionD）公民行动

E）marketingdepartmentE）营销部门

4）Yourmarketingdepartmentiscurrentlyresearchingthesize,density,location,age,andoccupationsofyourtargetmarket.4）你的营销部门目前正在研究的大小、密度、地点、年龄和职业的你的目标市场。

Whichenvironmentisbeingresearched?

这是研究环境吗?

A）demographic一）人口

B）psychographicB）心理

C）economicC）经济

D）geographicD）地理

E）culturalE）文化

5）The________environmentconsistsoffactorsthataffectconsumerpurchasingpowerandspendingpatterns.5）规律的影响因素,环境由消费者购买力和消费模式。

A）cultural一）文化

B）politicalB）��治

C）technologicalC）技术

D）economicD）经济

6）Thenaturalresourcesthatareneededasinputsbymarketersorthatareaffectedbymarketingactivitiesarereferredtoasthe________.6）所需的自然资源作为输入的营销人员,或者是受营销活动被称为规律。

A）rawmaterialmarket一）原材料市场

B）naturalenvironmentB）自然环境

C）endangeredenvironmentC）濒危的环境

D）greenmovementD）绿色运动

E）factorsofproductionE）的生产要素

sbasicvalues,perceptions,preferences,andbehaviorsareallpartofits________environment.7）一个社会的基本价值观、感知、偏好和行为都是部分的____环境。

A）social一）社会

B）culturalB）文化

C）politicalC）政治

D）cultural-economicD）文化经济

E）naturalE）自然

s________areexpressedinhowpeopleviewthemselves,organizations,society,nature,andtheuniverse.8）一个社会的____的表示是人们如何看待自己,组织、社会、自然、宇宙。

A）marketingresponses一）市场反应

B）culturalvaluesB）文化价值观

C）demographicsC）人口

D）publicpoliciesD）公共政策

E）economiesE）经济体

9）Marketers,morethananyothergroupinthecompany,mustbeawareofthemicroenvironmentandmacro-environment,trackingtrendsandseekingopportunities.9）市场营销人员,比任何其他集团的公司,必须意识到微环境和宏观环境,跟踪趋势和寻求机会。

T

10）Themacro-environmentconsistsofthefactorsclosetothecompanythataffectitsabilitytoserviceitscustomers,suchassuppliers,customermarkets,competitors,andpublics.10）的宏观环境因素包括接近该公司的影响,其客户服务的能力,如供应商、客户市场、竞争对手、和公众。

F

11）Marketingresearchfirms,advertisingagencies,mediafirms,andmarketingconsultingfirmsareallreferredtoasmarketingservicesagencies.11）市场研究公司、广告公司、媒体公司和营销咨询公��都称为营销服务机构。

12）Significanttrendsinthenaturalenvironmentincludeshortagesofrawmaterials,increasedpollution,anddecreasedgovernmentintervention.12）发展的重要趋势在自然环境中包括原材料短缺,增加的污染,减少政府干预。

13）Theintroductionofnewtechnologiesisbeneficialtoallindustries,asnewmarketsandopportunitiesarecreated.13）新技术的引入有利于所有行业,随着新市场和机会被创建。

2010testchapter5

1.Usuallypeoplefromthesamesubculture,socialclass,and/oroccupationhaveessentiallythesamelifestyle.F

2.Thebuyer’sageandoccupationareconsideredpersonalfactorsthatmayaffectbuyingdecisions.T

3.Theconsumer’sevaluationofalternativesbeginswithaneed,progressesthroughanalysisofthebundleofattributes,andresultsinadeterminationofthebenefitstheconsumerneedstomeethis/herneeds.T

4.LeeisconstantlybegginghismothertobuyhimaniPodbecausethemostpopularkidsathisschoolallhaveone.Hismothercontendsthathe’lljustbreakorlosethemusicplayerifshebuysitforhim.ForLee,themostpopularkidsinhisschoolareanexampleofa__________.

a.subculture

b.referencegroup

c.socialclass

d.demographicgroup

e.culture

5.Whichofthefollowingisthemostinfluentialprimaryreferencegroup?

a.family

b.socialclass

c.friends

d.coworkers

e.celebrities

6.WhichofthefollowingwouldNOTbeconsideredapersonalfactorthatmightinfluenceconsumerbuyingbehavior?

a.age

b.economiccircumstances

c.personality

d.values

e.Alloftheaboveareallpersonalfactorsthatmightinfluenceconsumerbuyingbehavior.

7.Theprocessbywhichanindividualselects,organizes,andinterpretsinformationinputstocreateameaningfulpictureoftheworldiscalled_______________.?

?

a.impression

b.perception

c.cognition

d.comprehension

e.conviction

8.Thefirststepinthebuyingprocessisthe__________.

a.informationsearch

b.evaluationofalternatives

c.purchasedecision

d.locationofalternatives

e.problemrecognition

9.Bensonbelievesthebestwaytotrulyescapefromhishumdrumlifeisonasport-stylemotorcycle.Hehasalmostsavedenoughmoneytobuyhimselfone.Afterstudyingalltheinformationhecangethishandsonaboutmotorcycles,herealizesthathelikesthefollowingbikes:

theYamahaR-1（Japanese）,theBuellThunderbolt（American）,theDucati999（Italian）,BMWK1200（German）,andKawasakiNinja10（Japanese）.Aftermoreresearch,BensondecidesthatonlyJapanesebikeswillbefastenoughforhim.TheYamahaandtheKawasakimakeupBenson’s__________.

a.awarenessset

b.totalset

c.choiceset

d.considerationset

e.aspirationset

10.A（n）__________isadescriptivethoughtapersonholdsaboutsomething.?

/

a.attitude

b.conviction

c.perception

d.opinion

e.belief

2010testchapter6

1.Targetmarketingrequiresmarketerstotakethreemajorsteps:

1）identifyandprofiledistinctgroups,2）selectoneormoresegmentstoenter,and3）predicttheconsumerbehaviorofthesegments.

2.Oneofthereasonsdemographicvariablesarethemostpopularvariablesforsegmentingtheconsumermarketisbecauseusageratesareoftenassociatedwithdemographiccharacteristics.

3.Single-segmentconcentration,oneoffivepattersoftargetmarketselection,meansservingjustonemarketsegmentwithoneproduct.

4.Traditionally,massmarketingofaconsumerproductresultsin__________.

a.thelargestpotentialmarketforthatproduct

b.increasedproductpricesduetothelackofdifferentiationanddecreasedcompetition

c.easierchannelselections

d.fewercompetitorsbecausetherearefewermarkets

e.lowerprofitmargins

5.A（n）__________marketischaracterizedbyafairlynarrowlydefinedmarketwithacompleteanddistinctsetofneeds,andawillingnesstopayapremiumtomeetthoseneeds.

a.local

b.niche（easy）

c.individual

d.derived

e.homogeneous

6.Theultimatelevelofmarketingsegmentationis__________marketing.

b.niche

c.individual

d.homogeneous

e.mass

7.Acompanyiscustomerizedwhenitisabletorespondtoindivi