2021知到答案 解密市场营销（双语） 智慧树网课章节测试答案

第一章 章节测试

1、选择题:Which of the following statements are correct?
选项：
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.
答案: 【Ethics are a set of moral principles that guide attitudes and behaviour.;
Ethics are subjective and imprecise.;
Ethics depend on social, cultural and individual factors.】
2、选择题:Which of the following would be considered a partner in the formal definition of marketing?
选项：
A:Customers
B:Retailers who sell an organisation’s products
C:An advertising agency who writes the copy for an organisation’s television commercial
D:An organisation’s supplier of raw materials
答案: 【Retailers who sell an organisation’s products;
An advertising agency who writes the copy for an organisation’s television commercial;
An organisation’s supplier of raw materials】
3、选择题:Stakeholders of an organisation could include: ______.
选项：
A:
shareholders
B:
customers
C:
owners
D:
employees
答案: 【
shareholders
;
customers
;
owners
;
employees
】
4、选择题:Which of the followings are about marketing ethics issue?
选项：
A:Failing to inform consumers of known potential risks of using a product
B:A salesperson exaggerating the benefits of a product to persuade a customer to purchase it
C:Advertising junk food on children’s television
D:Increasing the price of a product due to increased customer demand and limited availability
答案: 【Failing to inform consumers of known potential risks of using a product;
A salesperson exaggerating the benefits of a product to persuade a customer to purchase it;
Advertising junk food on children’s television】
5、选择题:Which of the followings are potential benefits of an organisation acting in a socially responsible manner?
选项：
A:The generation of goodwill
B:It can attract future employees.
C:Good publicity
D:It can encourage consumers to support the organisation.
答案: 【The generation of goodwill;
It can attract future employees.;
Good publicity;
It can encourage consumers to support the organisation.】
6、选择题:A product can be ______.
选项：
A:
a service
B:
a person
C:
an idea
D:
a good
答案: 【
a service
;
a person
;
an idea
;
a good
】
7、选择题:A brand can be ______.
选项：
A:
the bundle of attributes of a product
B:
anything offered to a market
C:
a name, logo, slogan or design that differentiates a product
D:
a collection of symbols intended to create an image in a customer’s mind
答案: 【
a name, logo, slogan or design that differentiates a product
;
a collection of symbols intended to create an image in a customer’s mind
】
8、选择题:In marketing, which of the following statements about promotion are correct?
选项：
A:It can be used to create awareness.
B:It is simply another name for advertising.
C:It can be used to inform or persuade customers.
D:It can be used to remind customers about a product.
答案: 【It can be used to create awareness.;
It can be used to inform or persuade customers.;
It can be used to remind customers about a product.】
9、选择题:Which of the following are marketing activities?
选项：
A:Personal selling
B:Public relations
C:Research&Development
D:Accounting
答案: 【Personal selling;
Public relations】
10、选择题:The traditional 4Ps framework includes ______.
选项：
A:
people
B:
place
C:
partners
D:
product
答案: 【
place
;
product
】

第二章 章节测试

1、选择题:An organisation that outsources functions that can be done more efficiently by specialist external providers is shifting those functions from _________.
选项：
A:its micro-environment to its macro-environment
B:its internal environment to its external environment
C:its internal environment to its macro-environment
D:its internal environment to its micro-environment
答案: 【its internal environment to its external environment;
its internal environment to its micro-environment】[$]
2、选择题: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 _________.
选项：
A:target market
B:internal environment
C:marketing environment
D:external environment
答案: 【marketing environment;
external environment】
3、选择题:Which of the followings are part of an organisation’s macro-environment?
选项：
A:Political forces
B:Sociocultural forces
C:Competitive forces
D:Technological forces
答案: 【Political forces;
Sociocultural forces;
Technological forces】
4、选择题:Which of the followings are examples of an economic macro-environmental force?
选项：
A:A rise in interest rates
B:A fall in demand for commodities such as coal and iron ore due to the global financial crisis
C:The Australian dollar rising in value
D:The level of consumer spending decreasing
答案: 【A rise in interest rates;
A fall in demand for commodities such as coal and iron ore due to the global financial crisis;
The Australian dollar rising in value;
The level of consumer spending decreasing】
5、选择题:The rising use of social networking sites could be attributed to _________.
选项：
A:sociocultural forces
B:economic forces
C:legal forces
D:technological forces
答案: 【sociocultural forces;
technological forces】
6、选择题:Factors those are beyond the organisation’s direct control, though the organisation may be able to have some influence over them, are _________.
选项：
A:weaknesses
B:threats
C:strengths
D:opportunities
答案: 【threats;
opportunities】
7、选择题:Which of the followings are demographic characteristics?
选项：
A:Gender
B:Marital status
C:Ethnicity
D:Age
答案: 【Gender;
Marital status;
Ethnicity;
Age】
8、选择题:The macro-environment encompasses _________.
选项：
A:the factors outside of the industry that influence the survival of the organisation
B:marketing planning
C:country and regional geographic levels
D:local and state geographic levels
答案: 【the factors outside of the industry that influence the survival of the organisation;
country and regional geographic levels;
local and state geographic levels】
9、选择题:Key environmental factors that marketers need to consider when analysing the marketing environment include political, economic, sociocultural, _________ forces.
选项：
A:technological
B:cultural
C:legal
D:environmental
答案: 【technological;
legal;
environmental】
10、选择题:SWOT includes _________.
选项：
A:strengths and threats
B:weakness and opposition
C:situation and threats
D:weaknesses and opportunities
答案: 【strengths and threats;
weaknesses and opportunities】

第三章 章节测试

1、选择题:The broad influences on consumer behaviour can be categorised as _________.
选项：
A:situational
B:group
C:individual
D:psychological
答案: 【situational;
group;
individual】
2、选择题:Which of the following would describe an opinion leader from a marketing perspective?
选项：
A:Media commentators who have a large audience
B:A person of high standing in the community
C:A reference group member who provides relevant and influential advice
D:Your one-month-old baby sister
答案: 【Media commentators who have a large audience;
A person of high standing in the community;
A reference group member who provides relevant and influential advice】
3、选择题:Which of the following purchase situations would likely be described as high involvement in terms of consumer decision-making?
选项：
A:The purchase of more expensive products
B:The purchase of familiar products
C:Weekly supermarket shopping
D:Infrequently purchase
答案: 【The purchase of more expensive products;
Infrequently purchase】
4、选择题:How can a marketer attempt to reduce the likelihood of a purchaser of their product experiencing cognitive dissonance?
选项：
A:By increasing the price of their product
B:By ensuring that their products, when used, will meet consumer expectations
C:By offering bonuses or rebates to be redeemed some time after purchase, to give the purchaser additional value
D:It is not possible for a marketer to influence the potential cognitive dissonance of a consumer.
答案: 【By ensuring that their products, when used, will meet consumer expectations;
By offering bonuses or rebates to be redeemed some time after purchase, to give the purchaser additional value】
5、选择题:Which countries below would score lower than Australia or New Zealand on Hofstede’s ‘individualism’ dimension of culture?
选项：
A:India
B:China
C:United States
D:Japan
答案: 【India;
China;
Japan】
6、选择题:Which of the following statements regarding subcultures are correct?
选项：
A:Subcultures are important to marketers when their shopping and purchasing behaviour is significantly different from the reminder of population.
B:A subculture is a group of individuals who share common attitudes, values and behaviours that distinguish them from the broader culture.
C:A subculture is a group comprising individuals of similar rank within a social hierarchy.
D:A hip-pop culture would be an example of a subculture.
答案: 【Subcultures are important to marketers when their shopping and purchasing behaviour is significantly different from the reminder of population.;
A subculture is a group of individuals who share common attitudes, values and behaviours that distinguish them from the broader culture.;
A hip-pop culture would be an example of a subculture.】
7、选择题:Which of the following could be a reference group for an individual?
选项：
A:Their idols
B:Their family
C:A work or professional group
D:Their pets
答案: 【Their idols;
Their family;
A work or professional group】
8、选择题:Demographic characteristics include _________.
选项：
A:lifestyle and personality.
B:age and income.
C:education level and gender.
D:race and religious belief.
答案: 【age and income.;
education level and gender.;
race and religious belief.】
9、选择题:According to Maslow’s theory, which of the following needs would an individual attempt to satisfy before the others?
选项：
A:Financial
B:Hunger
C:Safety
D:Thirst
答案: 【Hunger;
Thirst】
10、选择题:Which of the following statements are correct?
选项：
A:Perception is subjective.
B:Perception can be selective.
C:Perception can be particular to an individual.
D:Perception is objective.
答案: 【Perception is subjective.;
Perception can be selective.;
Perception can be particular to an individual.】

第四章 章节测试

1、选择题:Juicy buys sugar from a local factory and sells lollies to department stores and supermarkets. Which markets do these transactions take place in?
选项：
A:Retail markets
B:Producer markets
C:Reseller markets
D:Wholesale markets
答案: 【Producer markets;
Reseller markets】
2、选择题:Institutional markets are distinguished from other business markets by _________.
选项：
A:the fact they do not sell services.
B:the fact they do not sell goods.
C:their non-public nature.
D:the not-for-profit nature of their activities.
答案: 【their non-public nature.;
the not-for-profit nature of their activities.】
3、选择题:High-value purchases are relatively common in which business markets?
选项：
A:Consumer and reseller
B:Producer and institutional
C:Reseller and government
D:Online and consumer
答案: 【Producer and institutional;
Reseller and government】
4、选择题:Which of the following statements about business-to-business transactions in general are likely to be correct?
选项：
A:They can be for high volume and high value purchases.
B:They can involve regular repeat purchases.
C:The relationships between buyers and sellers tend to be short term.
D:Price and other conditions of sale can be open to negotiation.
答案: 【They can be for high volume and high value purchases.;
They can involve regular repeat purchases.;
Price and other conditions of sale can be open to negotiation.】
5、选择题:Guitars usually have ebony or rosewood fretboards. The demand for ebony and rosewood varies with the demand for guitars. This is an example of _________.
选项：
A:
derived demand
B:
consumer demand
C:
joint demand
D:
elastic demand
答案: 【
derived demand
;
joint demand
】
6、选择题: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?
选项：
A:Company C increases its glue prices.
B:Company B begins selling glue to consumers.
C:Company D stops producing glue.
D:Company E begins buying glue from companies B, C and D.
答案: 【Company C increases its glue prices.;
Company B begins selling glue to consumers.;
Company D stops producing glue.;
Company E begins buying glue from companies B, C and D.】
7、选择题:Which of the followings are correct?
选项：
A:Many businesses use multiple suppliers so they are not overly reliant on any one other business.
B:Business purchasing decisions often involve development of a formal product requirement specification.
C:New task purchases are likely to involve extensive evaluation of options.
D:Buyers have the final authority to make business purchasing decisions.
答案: 【Many businesses use multiple suppliers so they are not overly reliant on any one other business.;
Business purchasing decisions often involve development of a formal product requirement specification.;
New task purchases are likely to involve extensive evaluation of options.】
8、选择题:In which of the following business markets are high-volume purchases likely to be a characteristic?
选项：
A:Reseller market
B:Consumer market
C:Institutional market
D:Government market
答案: 【Reseller market;
Institutional market;
Government market】
9、选择题:Which of the following statements are correct?
选项：
A:Equipment suppliers can take advantage of joint demand by offering ongoing supply of maintenance and consumables.
B:Demand for components in business markets mostly tends to be price inelastic.
C:While industry demand tends to be inelastic, demand for the business products of any particular company can be elastic.
D: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.
答案: 【Equipment suppliers can take advantage of joint demand by offering ongoing supply of maintenance and consumables.;
Demand for components in business markets mostly tends to be price inelastic.;
While industry demand tends to be inelastic, demand for the business products of any particular company can be elastic.;
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.】
10、选择题:Which steps of the business decision-making process may be omitted for the straight rebuy?
选项：
A:Evaluation of options
B:Post-purchase evaluation
C:Information search
D:Problem/need recognition
答案: 【Evaluation of options;
Information search】

第五章 章节测试

1、选择题:Which of the following statements are correct?
选项：
A:Psychographic segmentation variables include consumer brand loyalty.
B:Psychographic segmentation variables include consumer lifestyles.
C:Psychographic segmentation variables include consumer’s benefit expectations of a product.
D:Psychographic segmentation variables include consumer personality attributes.
答案: 【Psychographic segmentation variables include consumer lifestyles.;
Psychographic segmentation variables include consumer personality attributes.】
2、选择题:Which of the following would be advantages of a customised marketing strategy?
选项：
A:Positive word-of- mouth customer referrals
B:Potential repeat purchases from the customer
C:Customer loyalty
D:Building close relationships with a customer
答案: 【Positive word-of- mouth customer referrals;
Potential repeat purchases from the customer;
Customer loyalty;
Building close relationships with a customer】
3、选择题:Which of the following can influence the market position of an organisation, its products, or its brands in the minds of target consumers?
选项：
A:The features of the organisation’s product
B:Advertising and other promotional efforts
C:The price of the organisation’s product
D:The customer’s experience of the organisation, product, or brand
答案: 【The features of the organisation’s product;
Advertising and other promotional efforts;
The price of the organisation’s product;
The customer’s experience of the organisation, product, or brand】
4、选择题:Which of the following would be considerations for an organisation in evaluating market segments and deciding which to target?
选项：
A:The ability of the organisation to satisfy the needs and expectations of different market segments
B:An understanding and/or analysis of competitors and how their offerings are seen by potential target market segments
C:The potential sales volume and revenues of different market segments
D:The cost to the organisation of targeting that market segment
答案: 【The ability of the organisation to satisfy the needs and expectations of different market segments;
An understanding and/or analysis of competitors and how their offerings are seen by potential target market segments;
The potential sales volume and revenues of different market segments;
The cost to the organisation of targeting that market segment】

第六章 章节测试

1、选择题:Which of the following statements are correct?
选项：
A:Private label brands are owned by resellers (such as wholesalers and retailers).
B:Manufacturer brands are owned by producers and clearly identified at the point of sale.
C:Manufacturer brands are the most common type of brand.
D:Private label brands are becoming more common.
答案: 【Private label brands are owned by resellers (such as wholesalers and retailers).;
Manufacturer brands are owned by producers and clearly identified at the point of sale.;
Manufacturer brands are the most common type of brand.;
Private label brands are becoming more common.】
2、选择题:For which of the following products is a consumer likely to purchase with little or no engagement in the decision-making process?
选项：
A:Shopping
B:Unsought
C:Specialty
D:Convenience
答案: 【Unsought;
Convenience】
3、选择题:Convenience products include_________.
选项：
A:
impulse products
B:
business-to-business products
C:
emergency products
D:
staple products
答案: 【
impulse products
;
emergency products
;
staple products
】
4、选择题:Business-to-business products include_________.
选项：
A:
parts and materials
B:
equipment
C:
services and supplies
D:
staple products
答案: 【
parts and materials
;
equipment
;
services and supplies
】
5、选择题:A brand_________.
选项：
A:
is a name
B:
is a slogan
C:
is a collection of symbols
D:
is a design
答案: 【
is a name
;
is a slogan
;
is a collection of symbols
;
is a design
】
6、选择题:Which of the following statements are incorrect?
选项：
A:Brand equity is the added value that a brand gives a product.
B:Brand equity is determined by the organisation rather than the consumer.
C:A customer’s brand loyalty, once established, will never change.
D:A trade mark legally registers a brand name or brand mark in order that an organisation may exclusively use it in the market.
答案: 【Brand equity is determined by the organisation rather than the consumer.;
A customer’s brand loyalty, once established, will never change.】

第七章 章节测试

1、选择题:Which of the following factors would be likely to influence an organisation’s pricing decision for its products?
选项：
A:Customers’ willingness to pay
B:Competitors’ prices
C:Production, communication and distribution costs
D:Required profitability
答案: 【Customers’ willingness to pay;
Competitors’ prices;
Production, communication and distribution costs;
Required profitability】
2、选择题:Which of the following statements are correct?
选项：
A:An organisation with high fixed costs and low variable costs could least afford to engage in price competition.
B:An organisation with low fixed costs and high variable costs could least afford to engage in price competition.
C:Price competition is undesirable for a seller unless it has a cost advantage over competitors.
D:An organisation choosing to compete on aspects other than price has greater power to decide on the profit margin per unit sold for its products.
答案: 【An organisation with low fixed costs and high variable costs could least afford to engage in price competition.;
Price competition is undesirable for a seller unless it has a cost advantage over competitors.;
An organisation choosing to compete on aspects other than price has greater power to decide on the profit margin per unit sold for its products.】
3、选择题:Which of the following statements are likely to be incorrect?
选项：
A:Prices are less likely to be in the advertisement.
B:Low prices are consistent with a high quality positioning approach.
C:Low-priced, high-volume products are usually sold through selective retail distribution.
D:High-price, high-margin specialty brands are usually sold through intensive, convenience distribution.
答案: 【Low prices are consistent with a high quality positioning approach.;
Low-priced, high-volume products are usually sold through selective retail distribution.;
High-price, high-margin specialty brands are usually sold through intensive, convenience distribution.】
4、选择题:Which of the following assumptions would support McDonald’s decision to charge higher prices at their restaurants that are located in lower income suburbs?
选项：
A:
That demand for their product in low income areas is price inelastic.
B:
McDonald’s doesn’t believe in demand-based pricing.
C:
McDonald’s believes in demand-based pricing.
D:
That demand for their product in low income areas is price elastic.
答案: 【
That demand for their product in low income areas is price inelastic.
;
McDonald’s believes in demand-based pricing.
】
5、选择题:Which of the following would likely be flexible cost for an organisation?
选项：
A:Office rent
B:Packaging
C:Sales commissions
D:Raw materials
答案: 【Packaging;
Sales commissions;
Raw materials】
6、选择题:Which of the following would be classified as ‘non-price’ competition?
选项：
A:Customer service
B:Product quality
C:Convenience
D:Brand image
答案: 【Customer service;
Product quality;
Convenience;
Brand image】
7、选择题:About the cost-plus pricing, which of the following statement are correct?
选项：
A:It is often the case for large, complex projects such as roads and commercial building construction.
B:The advantage for the buyer is that they can be assured of the final price they will pay.
C:It is often used when it is easy to determine the costs of the product.
D:The seller adds their required profit margin as a dollar amount or percentage to the costs once the project is complete.
答案: 【It is often the case for large, complex projects such as roads and commercial building construction.;
The seller adds their required profit margin as a dollar amount or percentage to the costs once the project is complete.】

第八章 章节测试

1、选择题:Which of the following statements are correct?
选项：
A:Sponsorship is a public relations tool.
B:A sponsor must legally ensure that an event or person they are sponsoring has some form of relationship with their products or activities.
C:Consumers are beginning to pay less attention to corporate sponsorships.
D:In return for financial or other support, a sponsor will usually have the right to display or associate their brand name, logo, or advertising with an event or person.
答案: 【Sponsorship is a public relations tool.;
Consumers are beginning to pay less attention to corporate sponsorships.;
In return for financial or other support, a sponsor will usually have the right to display or associate their brand name, logo, or advertising with an event or person.】
2、选择题:Which of the following are disadvantages of personal selling over other promotional activities?
选项：
A:
Personal selling is time-consuming.
B:
Personal selling is relatively expensive.
C:
The marketing message can be tailored to suit the potential buyer’s needs.
D:
Personal selling has a more limited reach.
答案: 【
Personal selling is time-consuming.
;
The marketing message can be tailored to suit the potential buyer’s needs.
;
Personal selling has a more limited reach.
】
3、选择题:A public relations campaign could potentially be used by an organisation for which of the following reasons?
选项：
A:To generate positive publicity and goodwill
B:As part of crisis management
C:To build and sustain good relationships with stakeholders
D:To counter negative publicity
答案: 【To generate positive publicity and goodwill;
As part of crisis management;
To build and sustain good relationships with stakeholders;
To counter negative publicity】
4、选择题:Which of the following statements are correct?
选项：
A:
Advertising in magazines can be effective in reaching niche target markets.
B:
The overall effectiveness of advertising can be difficult to measure.
C:
Advertising via television can be effective in targeting a geographically concentrated audience.
D:
Advertising in newspaper can be effective in reaching niche target markets.
答案: 【
Advertising in magazines can be effective in reaching niche target markets.
;
Advertising via television can be effective in targeting a geographically concentrated audience.
;
Advertising in newspaper can be effective in reaching niche target markets.
】
5、选择题:A public relations professional would likely engage in which of the following activities?
选项：
A:Product pricing
B:Event promotion
C:Media liaison
D:Lobbying
答案: 【Event promotion;
Media liaison;
Lobbying】
6、选择题:Which of the following statements are correct in relation to post-purchase dissonance?
选项：
A:A consumer feeling they have purchased what they expected after a shopping trip is an example of post-purchase dissonance.
B:A salesperson who follows up with a customer after they have made a purchase may be able to reduce that customer’s post-purchase dissonance.
C:A consumer having second thoughts about the wisdom of a product purchase is an example of post-purchase dissonance.
D:A consumer feeling they have purchased too much after a shopping trip is an example of post-purchase dissonance.
答案: 【A salesperson who follows up with a customer after they have made a purchase may be able to reduce that customer’s post-purchase dissonance.;
A consumer having second thoughts about the wisdom of a product purchase is an example of post-purchase dissonance.;
A consumer feeling they have purchased too much after a shopping trip is an example of post-purchase dissonance.】

第九章 章节测试

1、选择题:Intermediaries in a distribution channel can include _________.
选项：
A:
retailers
B:
industrial distributors
C:
wholesalers
D:
customers
答案: 【
retailers
;
industrial distributors
;
wholesalers
】
2、选择题:Best Western allows people to book a motel room by contacting them, or via retail travel agents or online services such as wotif.com. Which of the following options best describes this distribution model?
选项：
A:Indirect
B:Direct
C:Exclusive
D:selectively
答案: 【Indirect;
Direct;
selectively】
3、选择题:Which of the following distribution channels are correct?
选项：
A:Producer, wholesaler, retailer, consumer
B:Producer, retailer, wholesaler, consumer
C:Producer, agent/broker, consumer
D:Producer, consumer
答案: 【Producer, wholesaler, retailer, consumer;
Producer, agent/broker, consumer;
Producer, consumer】
4、选择题:Which of the following would be relevant considerations for the location of a retail store?
选项：
A:
Proximity to complementary retailers.
B:
Whether the geographic area contains a significant proportion of their target market demographic.
C:
Customer access to public transport and public parking available in a potential area.
D:
Proximity to competitors.
答案: 【
Proximity to complementary retailers.
;
Whether the geographic area contains a significant proportion of their target market demographic.
;
Customer access to public transport and public parking available in a potential area.
;
Proximity to competitors.
】
5、选择题:A benefit that retailers offer in the distribution channel is exchange efficiency. This means that _________.
选项：
A:
the number of sellers that consumers must deal with is increased
B:
the number of parties that producers and wholesalers must deal with is reduced
C:
the number of parties that producers and wholesalers must deal with is increased
D:
the number of sellers that consumers must deal with is reduced
答案: 【
the number of parties that producers and wholesalers must deal with is reduced
;
the number of sellers that consumers must deal with is reduced
】
6、选择题:Discount stores are characterised by _________.
选项：
A:
high levels of customer service
B:
self-service
C:
high turnover
D:
low margins
答案: 【
self-service
;
high turnover
;
low margins
】
7、选择题:Which of the followings are forms of direct marketing?
选项：
A:Telemarketing
B:Automatic vending machines
C:Door-to-door selling
D:Catalogue marketing
答案: 【Telemarketing;
Automatic vending machines;
Door-to-door selling;
Catalogue marketing】
8、选择题:Which of the following statements are correct?
选项：
A:Wholesalers tend to deal with large volumes of products in their transactions.
B:Wholesaling does not include transactions with end consumers.
C:Wholesalers deal with businesses in the distribution channel.
D:Wholesalers generally advertise in the mass media.
答案: 【Wholesalers tend to deal with large volumes of products in their transactions.;
Wholesaling does not include transactions with end consumers.;
Wholesalers deal with businesses in the distribution channel.】
9、选择题:Which of the followings are potential benefits provided by wholesalers?
选项：
A:A wholesaler can reduce risk when conducting transactions.
B:A wholesaler can hold and manage a manufacturer’s inventory.
C:A wholesaler can promote and sell a manufacturer’s products to retailers.
D:A wholesaler can have bulk buying power with manufacturers and are able to pass on savings to retailers.
答案: 【A wholesaler can hold and manage a manufacturer’s inventory.;
A wholesaler can promote and sell a manufacturer’s products to retailers.;
A wholesaler can have bulk buying power with manufacturers and are able to pass on savings to retailers.】

第十章 章节测试

1、选择题:Which of the following statements are incorrect?
选项：
A:Direct distribution is particularly common for both goods and services.
B:Direct distribution is particularly common for physical goods.
C:Direct distribution isn’t particularly common for neither goods nor services.
D:Direct distribution is particularly common for service products.
答案: 【Direct distribution is particularly common for both goods and services.;
Direct distribution is particularly common for physical goods.;
Direct distribution isn’t particularly common for neither goods nor services.】
2、选择题:Which of the following statements are correct?
选项：
A:Balancing supply and demand helps to overcome issues that may arise due to the service characteristic of perishability.
B:Unlike physical goods, there can be no intermediaries in a service distribution channel.
C:Services can be standardised.
D:Services can be customised.
答案: 【Balancing supply and demand helps to overcome issues that may arise due to the service characteristic of perishability.;
Services can be standardised.;
Services can be customised.】
3、选择题:Which of the following characteristics distinguishes a service from a physical good?
选项：
A:
Intangibility
B:
Inseparability
C:
Perishability
D:
Heterogeneity
答案: 【
Intangibility
;
Inseparability
;
Perishability
;
Heterogeneity
】
4、选择题:Which of the following statements are false?
选项：
A:The tangible nature of services makes their evaluation prior to purchase difficult.
B:The intangible nature of services makes their evaluation prior to purchase difficult.
C:The tangible nature of services makes their evaluation prior to purchase easy.
D:The intangible nature of services makes their evaluation prior to purchase easy.
答案: 【The tangible nature of services makes their evaluation prior to purchase difficult.;
The tangible nature of services makes their evaluation prior to purchase easy.;
The intangible nature of services makes their evaluation prior to purchase easy.】
5、选择题:In order to reduce consumer feelings of uncertainty prior to purchasing a service, marketers can use _________.
选项：
A:
positive word-of-mouth promotion
B:
tangible cues
C:
honeyed but fraud words
D:
guarantees
答案: 【
positive word-of-mouth promotion
;
tangible cues
;
guarantees
】
6、选择题:Which of the following would be classed as physical evidence in terms of the tangible cues that customers may use to evaluate a service?
选项：
A:Delivery vehicles
B:Staff uniforms
C:Price
D:Attitude
答案: 【Delivery vehicles;
Staff uniforms】
7、选择题:Which of the following statements regarding services are correct?
选项：
A:A service is an intangible product offering that does not involve ownership.
B:A service is experienced.
C:A service is a tangible product offering that does not involve ownership.
D:A service is a tangible product offering that does involve ownership.
答案: 【A service is an intangible product offering that does not involve ownership.;
A service is experienced.】
8、选择题:Which of the following could potentially reduce the heterogeneous nature of a service product?
选项：
A:The use of machinery
B:Staff training
C:The use of technology
D:Reducing ing the number of transactions
答案: 【The use of machinery;
Staff training;
The use of technology】[/$]