中山大学吴柏林教授 广告心理学绝密资料schiffman01tif.docx

中山大学吴柏林教授 广告心理学绝密资料schiffman01tif.docx

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中山大学吴柏林教授广告心理学绝密资料schiffman01tif

Chapter1:

Introduction:

TheImpactoftheDigitalRevolutiononConsumerBehavior

MultipleChoiceQuestions:

1.Whichofthefollowingisnotanobjectiveofcompaniestoday?

a.attainingcustomers

b.sellingmoreproducts

c.makingaprofit

d.conductingonetimetransactions

（d;Difficulty1,p.4）

2.Today,the__________ofthemarketplaceallowsforgreatercustomizationofproducts,servicesandpromotionalmessagesthanoldermarketingtools.

a.digitalrevolution

b.onetooneconcept

c.consumerismmovement

d.environmentalconversion

（a;Difficulty1,p.4）

3.Thedigitalrevolutionintroducedallofthefollowingdrasticchangesintothebusinessenvironment,except:

a.consumershavemorepowerthanever.

b.consumersfacemorebarrierstoaccessinginformation.

c.marketerscanoffermoreproductsandservicesthaneverbefore.

d.marketerscangathermoreinformationaboutcustomersmorequicklyandeasily.

（b;Difficulty2,p.4-5）

4.Thedigitalrevolutionallowedforconsumerstohavemorepowerthaneverbefore.Thismeansthatconsumersnowhavetheabilitytodoallofthefollowingexcept:

a.use“intelligentagents”tolocatethebestprices.

b.bidonvariousmarketingofferings.

c.accesscompanyinformationandfindoutinternalcostsandR&Dinformation.

d.shopforgoodsaroundtheglobeandaroundtheclock.

（c;Difficulty2,p.5）

5.Allofthefollowingareexamplesofcustomizationofproductsandservicesexcept:

a.Asendingpersonalizede-mailstopreviousbookpurchasersannouncingnewlypublishedbooksonsimilartopics.

b.anonlinedrugstoremayvarytheinitialdisplaythatreturningbuyersseewhentheyrevisititswebsite.

c.anonlinemerchantwillsendyouupdatedproductinformationonyourrecentpurchase.

d.whenenteringakeyword,thewebsitewilldisplayallrelatedproductscontainingthatkeywordwithpriceinformationincluded.

（d;Difficultly2,p.5）

6.Marketerscanmostquicklyandefficientlygaugetheeffectivenessoftheironlinepromotionalmessagesratherthanrelyondelayedfeedbackthroughsalesinformationby:

a.hiringtelemarketerstoconductbriefsurveycallstoasampleofthecustomerswhobrowsedthewebsite.

b.trackingconsumerclicksonvariouspagesorlinksonthewebsite.

c.havingcustomersfilloutabriefonlinesurveyaskingtheiropinionandenticingthemwithsweepstakes.

d.noneoftheabove

（b;Difficulty3,p.6）

7.Themostpopularmethodofgatheringandupdatingcustomerinformationisthrough:

a.theCensusBureau.

b.competingcompanies.

c.thecustomersthemselves.

d.creditcardcompanies.

（c;Difficulty1,p.6）

8.Currently,thegreatestreflectionofthedigitalrevolutionisthroughourincreasedusageof:

a.shippingcompanies.

b.creditcards.

c.computersconnectedtotheweb.

d.PDAs.

（c;Difficulty3,p.6）

9.Oneofthedigitalrevolutionchallengesfacingmarketersandthetelevisionadvertisingindustryis:

a.remotecontrols.

b.TiVo.

c.Internetadvertisingrates.

d.PDAs.

（b;Difficulty2,p.7）

10.TiVoallowsforallofthefollowingexcept:

a.viewercontrolofwhattheywatchonTV.

b.viewercontrolovercommercialsbeingviewed.

c.recordingprogramsontoharddriveswithoutaVCR.

d.blockingoutanymentionofbrandnamesduringregularprogramming.

（d;Difficulty3,p.7）

11.Thedigitalrevolutionhasintroducedaneweraofwhatmostresemblesa“_______________”byeliminatingdistanceandlocationbenefitsandbycreatingaccesstointelligentagentsthatdirectconsumerstowardslowestprices.

a.monopolisticeconomy

b.perfectcompetitioneconomy

c.C2Cenvironment

d.customerdriveneconomy

（b;Difficulty3,p.8）

12.Virtualcompetitionthatleadstoaperfectcompetitionenvironmentallowssellerstodifferentiatethemselvesmainlyon:

a.service.

b.price.

c.websitelayoutandeaseofbrowsing.

d.reputation.

（b;Difficulty3,p.8）

13._____and_____,twokeyfeaturesinmodernmarketing,willbecomemeaninglessinthevirtualmarketplace.

a.Strongbrandname;reputation

b.Customerservice;pricecompetition

c.Location;storelayout

d.Pricecompetition;speedofdelivery

（a;Difficulty3,p.8）

14.Theterm“consumerbehavior”entailsallthefollowingexcept:

a.search.

b.evaluation.

c.methodofpayment.

d.disposalofproduct.

（c;Difficulty1,p.8）

15.__________isknownasthebehaviorconsumersdisplayinsearchingfor,purchasing,using,evaluatinganddisposingofproductsorservicesthattheyexpectwillsatisfytheirneeds.

a.Consumerfeedback

b.Consumerevaluation

c.Consumerbehavior

d.Marketingconcept

（c;Difficulty2,p.8）

16.Theterm“consumerbehavior”describestwodifferentkindsofconsumingentities:

_____and______consumers.

a.non-profit;government

b.non-profit;forprofit

c.personal;organizational

d.government;private

（c;Difficulty1,p.9）

17.Apersonalconsumerbuysgoodsforallexcept:

a.personalconsumption.

b.gifts.

c.homebusiness.

d.useofone’shousehold.

（c;Difficulty2,p.9）

18.Organizationalconsumersincludeallexcept:

a.governmentagencies.

b.households.

c.non-profitbusinesses.

d.forprofitbusinesses.

（b;Difficulty2,p.9）

19.HenryFord’sintroductionoftheassemblylinetoproducecarsmoreefficientlyandaffordablyisagoodexampleofthe:

a.marketingconcept.

b.sellingconcept.

c.productionconcept.

d.productconcept.

（c;Difficulty2,p.10）

20.Accordingtothetext,history’sbestexampleofthesuccessoftheproductionconceptis:

a.Gilletterazors.

b.Fordcars.

c.Microsoft’sWindows.

d.Dellcomputers.

（b;Difficulty3,p.11,table1-1）

21.The_____conceptassumesthatconsumersaremostlyinterestedinproductavailabilityatlowprices.

a.marketing

b.societal

c.product

d.production

（d;Difficulty3,p.9）

22.Thekeyassumptionwhenapplyingtheproductionconceptisthat:

a.consumersaremoreinterestedinobtainingtheproductthantheyareinspecificfeatures.

b.consumersaremoreconcernedwiththefeaturesandoptionstheproductcontains.

c.consumerswillbuytheproductthatoffersthemthebestquality.

d.marketerswillanalyzetheneedsandwantsofthetargetmarket.

（a;Difficulty3,p.9）

23.The_____conceptassumesthatconsumerswillbuytheproductthatoffersthemthehighestquality,themostfeaturesandthebestperformance.

a.production

b.marketing

c.selling

d.product

（d;Difficulty1,p.9）

24.Amaindrawbacktotheproductconceptis:

a.thatitleadstomarketingmyopia.

b.thatitleadstoproductobsolescence.

c.thatitfocusesonofferingthelowestpricesmeanwhilesacrificingquality.

d.noneoftheabove

（a;Difficulty3,p.9）

25.Theproductconceptleadstomarketingmyopia,whichmeans:

a.focusonwhatconsumerswantandneed.

b.focusonwhatisbestforsociety.

c.focusontheproductratherthantheconsumer.

d.focusonqualityofservice.

（c;Difficulty3,p.9）

26.Themainreasontrainsandrailroadshaveminorsignificanceintoday’seconomyisbecausemanagementoverlookedthefactthatrailroadswerefacedwithcompetitionnotonlyfromotherrailroadcompanies,butalsofrombuses,carsandairlines.Thisisanexampleof:

a.consumermarketing.

b.productionconcept.

c.marketingmyopia.

d.marketingconcept.

（c;Difficulty2;p.10）

27.Thekeyassumptioninapplyingthesellingconceptis:

a.analyzingthewantsandneedsofthetargetmarket.

b.projectingthenumberofunitsthatneedtobesoldinacertaintimeperiod.

c.sellingtheproductsthemarketerhasultimatelydecidedtoproduce.

d.sellingthecustomersthehighestqualityproductspossible.

（c;Difficulty2,p.10）

28.Today,（the）__________istypicallyutilizedbymarketersofunsoughtgoodssuchaslifeinsurance.

a.productconcept

b.societalmarketing

c.sellingconcept

d.marketingmyopia

（c;Difficulty1,p.10）

29.Thesellingconceptfailstoconsider:

a.price.

b.productquality.

c.needsofthetargetmarket.

d.customersatisfaction.

（d;Difficulty2,p.10）

30.Thekeyassumptioninapplyingthemarketingconceptisto:

a.makeavailablethelatesttechnologiesandfeaturesinaproduct.

b.sellthecustomerswhatyouaregoodatproducing.

c.determinetheneedsandwantsofthetargetmarket.

d.selltheproductatthelowestpricepossible.

（c;Difficulty2,p.10）

31.Theconsumer-orientedphilosophythatevolvedwhenmarketersrealizeditwouldbeeasiertosellmoregoodstoconsumerswhohadalreadyexpressedinterestis:

a.thesellingconcept.

b.themarketingconcept.

c.thesocietalmarketingconcept.

d.thecustomersatisfactionphilosophy.

（b;Difficulty2,p.10）

32.Theunderlyingpremiseofthemarketingconceptisthatacompanyshould:

a.strivetomakeproductsavailableatthelowestpricespossible.

b.makewhatitcansell.

c.sellwhatitcanmakebest.

d.includethelatestfeaturesandtechnologiesintheirproducts.

（b;Difficulty2,p.10）

33.WhenGeneralMotorsimplementedastrategyof“acarforeverypurseofpurpose”itfiguredoutthatnotallconsumerswantedthesamething,thisshowstheimportanceof:

a.repositioning.

b.sellingconcept.

c.marketsegmentation.

d.wordofmouth.

（c;Difficulty2,p.11,table1-1）

34.Inorderforresearcherstounderstandconsumerbehaviors,needs,wants,andpriorities,andinordertodesignnewproducts,theyhadtostudyconsumersindepth.Thestrategictoolsthatareusedtoimplementthemarketingconceptincludesegmentation,targeting,marketingmix,and_____.

a.control

b.costanalysis

c.positioning

d.interpretation

（c;Difficulty2,p.12）

35.Consumerresearchdescribestheprocessan