中山大学吴柏林教授 广告心理学绝密资料schiffman01tifWord文档下载推荐.docx
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中山大学吴柏林教授 广告心理学绝密资料schiffman01tifWord文档下载推荐.docx
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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
Difficulty3,p.6)
7.Themostpopularmethodofgatheringandupdatingcustomerinformationisthrough:
a.theCensusBureau.
b.competingcompanies.
c.thecustomersthemselves.
d.creditcardcompanies.
Difficulty1,p.6)
8.Currently,thegreatestreflectionofthedigitalrevolutionisthroughourincreasedusageof:
a.shippingcompanies.
b.creditcards.
c.computersconnectedtotheweb.
d.PDAs.
9.Oneofthedigitalrevolutionchallengesfacingmarketersandthetelevisionadvertisingindustryis:
a.remotecontrols.
b.TiVo.
c.Internetadvertisingrates.
Difficulty2,p.7)
10.TiVoallowsforallofthefollowingexcept:
a.viewercontrolofwhattheywatchonTV.
b.viewercontrolovercommercialsbeingviewed.
c.recordingprogramsontoharddriveswithoutaVCR.
d.blockingoutanymentionofbrandnamesduringregularprogramming.
Difficulty3,p.7)
11.Thedigitalrevolutionhasintroducedaneweraofwhatmostresemblesa“_______________”byeliminatingdistanceandlocationbenefitsandbycreatingaccesstointelligentagentsthatdirectconsumerstowardslowestprices.
a.monopolisticeconomy
b.perfectcompetitioneconomy
c.C2Cenvironment
d.customerdriveneconomy
Difficulty3,p.8)
12.Virtualcompetitionthatleadstoaperfectcompetitionenvironmentallowssellerstodifferentiatethemselvesmainlyon:
a.service.
b.price.
c.websitelayoutandeaseofbrowsing.
d.reputation.
13._____and_____,twokeyfeaturesinmodernmarketing,willbecomemeaninglessinthevirtualmarketplace.
a.Strongbrandname;
reputation
b.Customerservice;
pricecompetition
c.Location;
storelayout
d.Pricecompetition;
speedofdelivery
14.Theterm“consumerbehavior”entailsallthefollowingexcept:
a.search.
b.evaluation.
c.methodofpayment.
d.disposalofproduct.
Difficulty1,p.8)
15.__________isknownasthebehaviorconsumersdisplayinsearchingfor,purchasing,using,evaluatinganddisposingofproductsorservicesthattheyexpectwillsatisfytheirneeds.
a.Consumerfeedback
b.Consumerevaluation
c.Consumerbehavior
d.Marketingconcept
Difficulty2,p.8)
16.Theterm“consumerbehavior”describestwodifferentkindsofconsumingentities:
_____and______consumers.
a.non-profit;
government
b.non-profit;
forprofit
c.personal;
organizational
d.government;
private
Difficulty1,p.9)
17.Apersonalconsumerbuysgoodsforallexcept:
a.personalconsumption.
b.gifts.
c.homebusiness.
d.useofone’shousehold.
Difficulty2,p.9)
18.Organizationalconsumersincludeallexcept:
a.governmentagencies.
b.households.
c.non-profitbusinesses.
d.forprofitbusinesses.
19.HenryFord’sintroductionoftheassemblylinetoproducecarsmoreefficientlyandaffordablyisagoodexampleofthe:
a.marketingconcept.
b.sellingconcept.
c.productionconcept.
d.productconcept.
Difficulty2,p.10)
20.Accordingtothetext,history’sbestexampleofthesuccessoftheproductionconceptis:
a.Gilletterazors.
b.Fordcars.
c.Microsoft’sWindows.
d.Dellcomputers.
Difficulty3,p.11,table1-1)
21.The_____conceptassumesthatconsumersaremostlyinterestedinproductavailabilityatlowprices.
a.marketing
b.societal
c.product
d.production
Difficulty3,p.9)
22.Thekeyassumptionwhenapplyingtheproductionconceptisthat:
a.consumersaremoreinterestedinobtainingtheproductthantheyareinspecificfeatures.
b.consumersaremoreconcernedwiththefeaturesandoptionstheproductcontains.
c.consumerswillbuytheproductthatoffersthemthebestquality.
d.marketerswillanalyzetheneedsandwantsofthetargetmarket.
23.The_____conceptassumesthatconsumerswillbuytheproductthatoffersthemthehighestquality,themostfeaturesandthebestperformance.
a.production
b.marketing
c.selling
d.product
24.Amaindrawbacktotheproductconceptis:
a.thatitleadstomarketingmyopia.
b.thatitleadstoproductobsolescence.
c.thatitfocusesonofferingthelowestpricesmeanwhilesacrificingquality.
25.Theproductconceptleadstomarketingmyopia,whichmeans:
a.focusonwhatconsumerswantandneed.
b.focusonwhatisbestforsociety.
c.focusontheproductratherthantheconsumer.
d.focusonqualityofservice.
26.Themainreasontrainsandrailroadshaveminorsignificanceintoday’seconomyisbecausemanagementoverlookedthefactthatrailroadswerefacedwithcompetitionnotonlyfromotherrailroadcompanies,butalsofrombuses,carsandairlines.Thisisanexampleof:
a.consumermarketing.
b.productionconcept.
c.marketingmyopia.
d.marketingconcept.
Difficulty2;
p.10)
27.Thekeyassumptioninapplyingthesellingconceptis:
a.analyzingthewantsandneedsofthetargetmarket.
b.projectingthenumberofunitsthatneedtobesoldinacertaintimeperiod.
c.sellingtheproductsthemarketerhasultimatelydecidedtoproduce.
d.sellingthecustomersthehighestqualityproductspossible.
28.Today,(the)__________istypicallyutilizedbymarketersofunsoughtgoodssuchaslifeinsurance.
a.productconcept
b.societalmarketing
c.sellingconcept
d.marketingmyopia
Difficulty1,p.10)
29.Thesellingconceptfailstoconsider:
a.price.
b.productquality.
c.needsofthetargetmarket.
d.customersatisfaction.
30.Thekeyassumptioninapplyingthemarketingconceptisto:
a.makeavailablethelatesttechnologiesandfeaturesinaproduct.
b.sellthecustomerswhatyouaregoodatproducing.
c.determinetheneedsandwantsofthetargetmarket.
d.selltheproductatthelowestpricepossible.
31.Theconsumer-orientedphilosophythatevolvedwhenmarketersrealizeditwouldbeeasiertosellmoregoodstoconsumerswhohadalreadyexpressedinterestis:
a.thesellingconcept.
b.themarketingconcept.
c.thesocietalmarketingconcept.
d.thecustomersatisfactionphilosophy.
32.Theunderlyingpremiseofthemarketingconceptisthatacompanyshould:
a.strivetomakeproductsavailableatthelowestpricespossible.
b.makewhatitcansell.
c.sellwhatitcanmakebest.
d.includethelatestfeaturesandtechnologiesintheirproducts.
33.WhenGeneralMotorsimplementedastrategyof“acarforeverypurseofpurpose”itfiguredoutthatnotallconsumerswantedthesamething,thisshowstheimportanceof:
a.repositioning.
c.marketsegmentation.
d.wordofmouth.
Difficulty2,p.11,table1-1)
34.Inorderforresearcherstounderstandconsumerbehaviors,needs,wants,andpriorities,andinordertodesignnewproducts,theyhadtostudyconsumersindepth.Thestrategictoolsthatareusedtoimplementthemarketingconceptincludesegmentation,targeting,marketingmix,and_____.
a.control
b.costanalysis
c.positioning
d.interpretation
Difficulty2,p.12)
35.Consumerresearchdescribestheprocessan
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