gaiban改版.docx

gaiban改版.docx

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gaiban改版

1、Marketingandadvertisingapproacheshasevolvedfrommassmarketingtomarketsegmentationtoone-to-onemarketing.Thisevolutionoccurredbecause:

D、theInternetenabledcompaniestobettercommunicatewithcustomersandunderstandtheirneedsandbuyinghabits.

2、WaysinwhichuserprofilesaretypicallygeneratedbyECbusinessesincludeallofthefollowingexcept:

C、usingcustomersegmentationtoidentifycustomers‘preferences.

3、Thetwokeyfactorslimitingtheuseofpersonalizationtomorepreciselytargetmarketingeffortstoindividualcustomersare:

C、privacyandtrustissues.

4、TheintroductionofEChas:

A、decreasedcustomerloyaltybecausecustomerscanmoreeasilyshop,compare,andswitchtodifferentvendors.

5、WhathasbeentheimpactoftheintroductionofEConcustomerloyaltyingeneral?

A、Loyaltyhasdecreasedbecauseofcustomers‘abilitytoshop,compare,andshiftvendors.

6、Accordingtoresearch,customersatisfactionwithanInternetstore:

C、dropsdramaticallywhencertainWebsitefeaturesfailtoperformproperly,suchasthecontent‘sreliability,loadingspeed,orusefulness.

7、Procter&Gamble（P&G）usedtheInternetinthenewproductdevelopmentofWhitestrips,ateeth-brighteningproduct.Basedonthisexperience,P&G:

D、reducedthetime-to-marketfromconcepttomarketlaunchbyapproximatelytwoyears.

参考答案:

D

8、Allofthefollowingarecorrectaboutmarketresearchmethodsexcept

C、Directmailmarketingmethodsareusuallycost-effective.

9、AccordingtoInmon,B2Cclickstreamdatacanrevealinformationeachofthefollowingexcept:

A、Whatgoodsthecustomerwantedtobuy,butcouldnotfind.

10、WhichofthefollowingstatementaboutWebminingisfalse?

C、Usescustomerdatatoinferorpredictcustomerinterestinotherproductsorservices.

11、Onceacompanyknowsaconsumer‘spreferences,thecompanycanpredict,withoutaskingtheconsumerdirectly,whatotherproductsorservicesthatconsumermightenjoythrough:

C、collaborativefiltering

12、Thekeyproblemthatbiometricmarketingisintendedtosolveis:

A、knowingtheidentityoftheactualshopper.

13、Theethicalissueraisedbycollaborativefilteringis:

B、invasionofprivacy

14、________isanadservernetworkproviderthataB2Bcompanycanuseaspartofitsadvertisingstrategytoreachnewcustomers.

C、DoubleClick

15、Allofthefollowingdescribeclick-throughratioexcept:

B、ItisarequestfordatafromaWebpageorfile.

16、Word-of-mouthmarketingbywhichcustomerspromoteaproductorservicebytellingothersaboutitisreferredtoas:

B、viralmarketing

17、Oneofthemajorchallengesofone-to-oneadvertisingis________,orthefloodingofuserswithjunke-mail,banners,pop-ups,andsoon.

C、spamming

18、Websitecontentisespeciallyimportanttoincreasestickinessbecause:

A、customersareexpensivetoacquire

19、Asthevolumeofcustomers,products,vendors,andinformationincreases,itbecomesuneconomicalorimpossibleforcustomerstoconsiderallrelevantinformation,andavailableproducts/services.Thepracticalsolutiontohandlingsuchinformationoverloadis:

B、tousesoftwareorintelligentagents

20、A________issomeonewhoseadviceorviewcarriessomeweightinmakingafinalpurchasingdecision.

B、influencer

    二、判断题    （共20题,每题2分）,说明:

选择一项正确的答案）

1、NetfliximplementedintelligentagentsinitsmovierecommendationservicecalledCineMatchtohelpcustomersselectmoviestheywouldliketowatchandtobettermanageitsinventory.正确

2、Oneofthekeystobuildingeffectivecustomerrelationshipsisanunderstandingofintelligentagents.错误

3、Thepurposeofacustomerdecisionmodelistohelpfirmsunderstandhowaconsumermakesapurchasingdecisiontobeabletoinfluencethatdecisionthroughadvertisingorothermarketingmethod.:

正确

4、Thefirststepinthepurchasedecision-makingprocessisproductevaluationandcomparison.错误

5、Virtualcatalogsandlinkstoexternalsourcessupporttheinformationsearchstepinthedecision-makingprocess.:

正确

6、Auserprofiledefinesacustomer‘spreferences,behaviors,anddemographicsandcanbegeneratedbyobservingwhattheuserdoesonline.参考答案:

正确

7、Behavioraltargetingistheuseofinformationcollectedonanindividual‘sactualInternetpurchasestoselectwhichadvertisementstodisplaytothatindividual.参考答案:

错误

8、Customerloyaltyreferstoadeepcommitmenttorebuyorrepatronizeapreferredproduct/serviceconsistentlyinthefuture,therebycausingrepetitivesame-brandorsamebrand-setpurchasing.参考答案:

正确

9、Oneofthemajorobjectivesofuniversalservicesistoincreasecustomerloyaltythroughindividualpersonalization.参考答案:

错误

10、Customerloyaltycanleadtoenhancedresistancetocompetitors,adecreaseinpricesensitivity,andanincreaseinfavorableword-of-mouth.参考答案:

正确

11、Intheconsumerdecision-makingprocess,thebuyeristhepersonwhoultimatelymakesthebuyingdecision.参考答案:

错误

12、WhenChaplin‘sautoleaseisabouttoexpire,hedecidesitistimetobuyanewcar.Thisimbalancebetweenadesiredstateandanactualstateiscalledneedidentification.参考答案:

正确

13、Inthedecision-makingprocess,virtualcatalogsandlinkstoexternalsourcessupporttheevaluationandselectionphaseofthatprocess.参考答案:

错误

14、Attractingandretainingloyalcustomersisthemostimportantissuefore-tailersbecausecustomerloyaltycanlowermarketingandadvertisingcosts,transactioncosts,customerturnoverexpenses,andfailurecostssuchaswarrantyclaims.参考答案:

正确

15、Segmentationreferstothematchingofservices,products,andadvertisingcontenttoindividualsandtheirpreferences.参考答案:

错误

16、Spywarearetinygraphicsfilesembeddedine-mailmessagesandinWebsitesthattransmitinformationaboutusersandtheirmovementstoaWebserver.参考答案:

错误

17、Acookieisadatafilethatisplacedonauser‘sharddrivebyaremoteWebserveronlywhentheuser‘sgivesfullconsenttocollectinformationabouttheuser‘sactivitiesatasite.

参考答案:

错误

18、OneproblemwithWebanalytics,Webmining,clickstreamdata,andsoonisthatweobserveandfollowacomputer,notknowingwhoisactuallymovingthemouse,whichcanbesolvedwithbiometricmarketing.参考答案:

正确

19、Personalcharacteristicsofcustomers,suchasageandincome,areindependentvariables,whichareuncontrollablevariablesforECcompanies.参考答案:

正确

20、Socialfactorssuchasword-of-mouthplayaninfluentialroleinECshoppingoronlinegaming.参考答案:

正确

    三、简答题    （共2题,每题5分）,说明:

回答主题正确均可得分）

1、Listandbrieflydiscussthefivemajorrolesthatpeopleplayinthedecision-makingprocess.

参考答案:

Initiator.Thepersonwhofirstsuggestsorthinksoftheideaofbuyingaparticularproductorservice.

Influencer.Apersonwhoseadviceorviewcarriessomeweightinmakingafinalpurchasingdecision.

Decider.Thepersonwhoultimatelymakesabuyingdecisionoranypartofit–whethertobuy,whattobuy,howtobuy,orwheretobuy.

Buyer.Thepersonwhomakesanactualpurchase.

User.Thepersonwhoconsumesorusesaproductorservice.

2、Whataretwoofthemajorconsiderationswhenimplementinganonlineadcampaign?

参考答案:

Someofthemajorconsiderationswhenimplementinganonlineadcampaignincludethefollowing:

Thetargetaudienceneedstobeclearlyunderstoodandshouldbeonlinesurfers.

Thetraffictothesiteshouldbeestimated,andapowerfulenoughservermustbe

preparedtohandletheexpectedtrafficvolume.

Assumingthatthepromotionissuccessful,whatwilltheresultbe?

Thisassessment

isneededtoevaluatethebudgetandpromotionstrategy.

Considercobranding;manypromotionssucceedbecausetheybringtogethertwoor

morepowerfulpartners.

1、Purchasesofgoodsandservicesbasedonlong-termcontractsisreferredtoas:

D、strategicsourcing

2、KeybusinessdriversforB2Bareallofthefollowingexcept:

C、thewillingnessofcompaniestoincurhighercoststoimprovecollaboration.

3、B2Btransactionsthatinvolvecommunication,design,planning,informationsharing,andactivitiesbeyondfinancialtransactionsamongbusinesspartnersisreferredtoas:

B、collaborativecommerce

4、A（n）________isanonlinethirdpartythatbrokersB2Btransactionsbetweenabuyerandseller.

D、intermediary

参考答案:

D

5、________canbesupportedmoreeffectivelyandefficientlythroughdirectbuyer-sellernegotiationsthatareeitherofflineoronline,whichcanbedoneinprivateexchanges.

A、Strategicsourcing

6、Nonproductionmaterialssuchasequipmentandtoolsthatsupportproductionarecalled:

A、indirectmaterials

7、The________consistsofanumberofinterrelatedsubprocessesthatextendfromtheacquisitionofmaterialsfromsupplierstopackagingitＡＮＤmovingittodistributＯＲsＡＮＤretailers.

A、supplychain

8、ThemajorB2Bservicesincludeeachofthefollowingexcept:

D、retail

9、AllarebenefitsofB2Bexcept:

C、Increaseschannelconflict

10、Inasell-sidee-marketplace,abusinesssellsproductsandservicestobusinesscustomers,frequentlyovera（n）:

B、extranet

11、ECcompanieswillusuallyseparateB2CordersfromB2BordersbecauseB2CandB2Bordershavedifferent:

D、order-fulfillmentprocessesandpricing

12、Insellingdirectly,manufacturersmayencounterasimilarproblemtothatofB2C,namely________withtheregulardistributors,includingcorporatedealers.

B、channelconflict

13、Oneofthemajorproblemsfacingdirectsellersis:

A、howtofindbuyers

14、Benefitsofusingathird-partyhostingcompanyforconductingB2Bauctionsinsteadofdevelopinganauctionsitein-houseincludeallofthefollowingexcept:

C、Time-to-marketofseveralweeks.

15、Acompany-basedacquisitionsitethatusese-procurementmethodssuchasreverseauctions