尔雅市场营销英语_2章节答案(学习通2023课后作业答案)

尔雅市场营销英语_2章节答案(学习通2023课后作业答案)

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Unit 1 The尔雅 Marketing Budget

Exam: Unit 1

1、The市场 word budget comes from a German word“bougette”.

2、Marketing budget is 营销英语业答the sum of money allocated for the marketing purpose and the summary of intended expenditures along with proposals for how to meet them.

3、If the company adopts the Affordable Approach,章节 that's probably because the company's management regards marketing as a cost.

4、Marketing enjoys serious consideration from the management if the company adopts the Affordable Approach.

5、答案If the company adopts the Percentage of Sales Approach,学习 then a percentage of current or anticipated sales is allocated to marketing actions.

6、If the company calculates the cost of reaching its specific marketing objectives,通课 then it can adopt the more sensible Objective-and-Task Approach.

7、The后作 adoption of the Objective-and-Task Approach suggests that the company is more particular about cost control.

8、By adopting Competitive Parity means that the company wants to spend as much as the biggest and closest compe does and even to beat (to spend more than) the compe in terms of marketing.

9、尔雅Remaining funds suggest that the size of the budget is 市场decided by how much is left or how much the company can afford.

10、Under the Objective-and-Task Approach,营销英语业答 the size of the budget depends on how many marketing activities it plans to carry out and the scale and level of difficulty of these tasks.

Unit 2 Price and Pricing

Exam: Unit 2

1、The章节 costs of product usually consist of：
A、Material costs
B、答案Labour costs
C、学习Distribution costs
D、通课Marketing costs

2、Appropriate pricing can contribute to marketing success, while inappropriate pricing can lead to marketing failure.

3、If you buy or sell something at a premium, you buy or sell it at a higher price than usual.

4、Competitive advantage is a business concept describing attributes that allow an organization to outperform its compes.

5、Premium pricing strategy can also reflect and reinforce the company's positioning in the market.

6、If the company wants to win a large market share with its product in a new market as soon as possible, the price will be fixed at an artificially low level, even lower than the market average.

7、Supermarkets often use economic pricing strategy to promote their private label products.

8、The private label products usually have very plain package and prices much lower than that of other branded products.

9、Price skimming is a strategy often used by hi-tech companies that have products which have no substitute in the market for the time being.

10、The purpose of product bundle pricing is to remove old stock.

Unit 3 Sales Promotions

Exam: Unit 3

1、Advertising is _______ in nature and invites consumers to purchase products or services through touching images, sounds, or alluring experiences.
A、emotional
B、sensational
C、beautiful
D、joyful

2、Savvy business owners often run promotions on popular items to increase ____or to give consumers a reason to try something new and different.
A、magic
B、scientific
C、traffic
D、static

3、Buy-one-get-one-free deals (aka BOGO) are among the most frequently used in-store promotional methods. Within business circles, they are often referred to as “__________”.
A、self-reliant;
B、self-dependant;
C、self-liquidating;
D、self-imaging

4、The advantage of sales promotion is that they are not too expensive for the company when compared with __________ advertising mediums like Television or newspaper.
A、above-the-line
B、below-the-line
C、under-the-line
D、through-the-line

5、Coupons entitle the holder to either a specified saving on a product or a cash _____.
A、retry;
B、revive;
C、retrieve;
D、refund

6、____________ is a certificate that grants buyers a discount when they purchase a specified product.
A、Gift
B、Coupon
C、Free Shipping
D、Limited-time offer

7、____________ give consumers a deal for buying more of a product.
A、Bulk purchase promotions
B、Limited-time offers
C、Coupons
D、Punch cards

8、Sam‘s Club of Walmart charges a small fee buy-in that gives customers extra discounts and first pick of services. What type of promotion strategy it is?
A、Limited-time offer
B、Punch cards
C、Customer loyalty programs
D、Free Trials

9、Generally, there are two types of Sales promotions: ________ Sales Promotions and _______ Sales Promotions.
A、Consumer
B、Market
C、Client
D、Trade

10、If your promotional activities are focused on ________, _________ or _________, then it is known as trade promotions.
A、consumer
B、dealers
C、distributors
D、agents

Unit 4 Personal Selling

Exam: Unit 4

1、The earliest forms of personal selling involved _________ systems. The participants in a transaction directly exchange goods or services for other goods or services without using money.
A、barter
B、exchange
C、trade
D、market

2、____________ depends on physical boundaries to organize sales force with customer accounts.
A、Territorial sales structure
B、Product sales structure
C、Market/Customer sales structure
D、Mixed sales structure

3、Which sales structure can be confusing for buyer when different sales forces are promoting different products of the same brand to the same buyer?
A、Territorial sales structure
B、Product sales structure
C、Market/Customer sales structure
D、Mixed sales structure

4、During which step, a salesperson meets the customer for the first time?
A、Prospecting and qualifying
B、Preapproach
C、Approach
D、Presentation

5、Which is the concluding/last step of selling process?
A、Handling the prospect's objections
B、Presentation
C、Follow-up
D、Closing the sale

6、When the salesperson tries to close the sale, they can use several closing techniques, such as:
A、asking for the order
B、reviewing points of agreement agents
C、asking the buyer to clarify any objections
D、offering to help write up the order

7、The sales force is the link between the company and its customers.

8、The sales force and other marketing functions should work separately when creating value for customers.

9、In today's digital world, many customers still heavily rely on information and assistance provided by salespeople.

10、Nowadays, technology is assisting salespeople, rather than replacing them.

Unit 5 Public Relations

Exam: Unit 5

1、The PR specialists create and put newsworthy information in the news media to attract the audience's attention. This PR activity is called _____________.
A、Product publicity
B、Press relations
C、Public affairs
D、Government relation

2、The relationships built and maintained with community is called ___________.
A、Product publicity
B、Press relations
C、Public affairs
D、Government relation

3、The PR specialists pay close attention to government policy changes, and try to help local governments with projects of public management. This PR activity is called _____________.
A、Product publicity
B、Press relations
C、Public affairs
D、Government relation

4、PR specialists may utilize several PR ________, or we can call them channels.
A、means
B、methods
C、approaches
D、tools

5、Which of the following is/are not the principles of PR crisis management?
A、Responsiveness
B、Deception
C、Transparency
D、Sincerity

6、The PR activities are mainly associated to two dimensions. They are:
A、corporate ability
B、corporate reputation
C、cooperate interests
D、corporate social responsibility

7、The aspects of corporate social responsibility promoted include:
A、environmental stewardship
B、philanthropic contribution
C、educational commitments
D、industry leaderships

8、For companies, they use PR to build good relations with their stakeholders which only include consumers and investors.

9、Companies are not only to inform the shareholders about their fiscal performance during the past year, but also to make the shareholders stay optimistic about the companies' future.

10、In the case of Starbucks' PR crisis, it is unwise that Starbucks quickly responded to the public right after the breakout of the rumour.

Unit 6 Consumer Market

Exam: Unit 6

1、Cultural factors exert deep and _______ influence on consumer behaviours.
A、little
B、profound
C、moderate
D、proper

2、The buyer's characteristics which may influence how he or she will ________ or react to the stimuli.
A、perceive
B、think
C、assume
D、appreciate

3、___________ are a society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviours.
A、Cultures
B、Values, beliefs and attitudes
C、Social classes
D、Personal factors

4、_________ is a person's way of living as expressed in his or her psychographics. It involves a person's activities, interests and opinions.
A、Hobby
B、Lifestyle
C、Social status
D、Life-cycle

5、Many characteristics may influence buyer's perceptions and responses. The major categories of characteristics include: ______.
A、cultural characteristics
B、social characteristics
C、C.personal characteristics
D、psychological characteristics

6、It is not difficult to find out what, where and how much consumers buy, but the whys are the hardest to answer.

7、A child in America is typically taught the values of collectivism, personal success and achievement, frugality, material and mental enjoyment and filial obedience to parents.

8、Word-of-mouth, which are words from small groups or other social members, can have a powerful impact on consumer buying behaviour.

9、According to traditional researches, family members can strongly influence buyer behaviour.

10、One's occupation and economic situation, which are often independent from each other, affect consumer's preferences and choices.

Unit 7 Business Market

Exam: Unit 7

1、Business buyers usually face more complex buying decisions and longer and more ________ decision process.
A、difficult
B、sensitive
C、regulated
D、formalized

2、Large business purchases usually call for detailed product specifications, written purchase orders, careful searches and formal ________.
A、approvals
B、agreements
C、consents
D、proofs

3、B2B marketers may roll up their ________ and work closely with their business customers during all stages of the buying process.
A、trousers
B、sleeves
C、shirts
D、suits

4、In a __________, the buyer reorders without making any modifications.
A、new task
B、modified rebuy
C、straight buy
D、straight rebuy

5、In _________, companies put their purchasing requests online and invite suppliers to bid for the business.
A、reverse auctions
B、online trading exchanges
C、extranet link with suppliers
D、company buying sites

6、Within the organization, buying activity consists of two major parts: __________ and _______.
A、the buying location
B、the buying centre
C、the buying procedure
D、the buying decision process

7、In large business markets, a large number of buyers account for most the purchasing.

8、Business demand is a kind of derived demand: it ultimately derives from the demand for consumer goods.

9、The modified rebuy is when a company plans to buy a product or service for the first time.

10、Business buyers respond to both economic factors, not personal factors.

Unit 8 Retailing and Wholesaling

Exam: Unit 8

1、Some retailing stores provide a narrow product line, but with a rich variety, such as bookstores, apparel stores, sporting-goods stores, and furniture stores. Those are called _____________.
A、department stores
B、specialty stores
C、supermarkets
D、convenience stores

2、Which of the following is not the feature of supermarkets?
A、Low-cost
B、Low-margin
C、Low-volume
D、Self-service

3、__________ is the practice of shoppers visiting stores to learn about and try products and later purchasing them at lower prices online.
A、Prospecting
B、Warehousing
C、Retailing
D、Showrooming

4、____________ are independently owned businesses that take title to all merchandise handled.
A、Merchant wholesalers
B、Brokers
C、Agents
D、Retailers

5、Factory outlets are owned and operated by manufacturers, offering favourable prices on a wide range of mostly ________, _______, or _______ goods.
A、surplus
B、discounted
C、household
D、irregular

6、The dramatic growth of digital shopping, or combined digital and in-store shopping, has added a new dimension to shopper marketing.

7、Discount store is a store that carries standard merchandise sold at lower prices with lower margins, with low volumes.

8、The wholesaler has more contacts and is often more trusted by the buyer than the distant manufacturer.

9、Brokers and Agents, are different from merchant wholesalers. They do take possession of the goods.

10、The distinction between large retailers and large wholesalers is increasingly obvious.

Unit 9 Supply Chains & Marketing Channels

Exam: Unit 9

1、Channel ________ refers to the disagreements among marketing channel members on goals, roles, and rewards.
A、conflict
B、mistake
C、confusion
D、chaos

2、Downstream partners are mainly the __________ who directly sell the cars to the customers.
A、suppliers
B、distributors
C、intermediaries
D、clients

3、The _______ flow is part of the logistics, including transporting and storing goods.
A、payment
B、physical
C、information
D、ownership

4、For ________ flow, the channel members help negotiate with the buyers to reach an agreement on price and other terms of the offer.
A、payment
B、physical
C、information
D、ownership

5、The supply chain consists of two major parties. They are ________ partners and _________ partners.
A、upstream
B、upper level
C、downstream
D、lower level

6、All the members in the channel are connected by several types of flows. These include _____________.
A、the physical flow of products
B、the flow of ownership
C、the payment flow
D、information flow

7、Marketing channels are part of the upstream partners.

8、It is a good idea to involve as many channel members as possible.

9、Direct marketing channel has no intermediary level. The company sells directly to consumers.

10、Horizontal conflict occurs among firms at the same level of the channel. Whereas vertical conflict occurs between different levels of the same channel.

Unit 10 Media Strategy

Exam: Unit 10

1、The objectives that a good brand will achieve include to deliver the _______ clearly to confirm your credibility, to emotionally connect your target prospects with your product and or service.
A、picture
B、message
C、painting
D、drawing

2、The word media refers to the means of _________.
A、telecommunication
B、communication
C、imagination
D、stratification

3、Promotion relies heavily on various forms of _______.
A、advertising
B、communication
C、media
D、intermediary

4、A media strategy involves identifying the following:
A、the characteristics of target audience
B、the characteristics of the media
C、the media mix
D、the characteristics of the employees

5、An integrated marketing communication approach may involve the following:
A、TV commercials
B、public relations
C、events
D、direct response media

6、The Media strategy is concerned with how messages will be delivered to consumers or niche markets.

7、The Integrated Marketing Communications approach involves multiple channels of media.

8、A media strategy is a plan of action that helps businesses reach their target audience, and by reaching their target audience they improve their overall conversion rate.

9、Marketing through mobile apps and social media would be not so effective for reaching the teenage demographic as print and traditional media would be.

10、Marketing through mobile print and traditional media is more effective for reaching the older consumers.

Unit 11 Social Media Marketing

Exam: Unit 11

1、Great content is the fuel that drives your digital marketing activities. Which of the following statements about content is not true?
A、It is a key pillar of modern SEO.
B、It helps the company get noticed on social media.
C、It generates something of value to offer customers in paid search ads.
D、It is not necessarily relevant to the audience.

2、Marketing automation is an ________ platform that ties all digital marketing together.
A、integral
B、integration
C、interchangeable
D、international

3、Paid search, or pay-per-click (PPC) advertising, typically refers to the “___________ result” on the top or side of a search engine results page (SERP).
A、sponsorship
B、sponsored
C、sponsoring
D、sponsor

4、Search engine optimization is the process of maximizing the number of visitors, also known as _______, to a company’s website by ensuring that the site appears high on the list of results returned by a search engine.
A、transportation
B、traffic
C、travel
D、trace

5、No longer passive participants in a one-sided marketing promotion, consumers are __________ by the internet and become autonomous authors, publishers and critics.
A、empowered
B、emancipated
C、incarnated
D、entrenched

6、__________ marketing is the promotion of products or brands using electronic devices or the internet.
A、Digital
B、Electric
C、Computer
D、Monitor

7、Successful email campaigns must be:
A、engaging
B、relevant
C、informative
D、entertaining

8、Marketers can try the following white hat SEO methods to improve search rank by improving the user’s experience on the website:
A、Increasing keyword depth
B、Increasing keyword frequency
C、Increasing interlinking
D、Improving the organization of content on the page

9、Creating highly readable content that is not promotional in nature, but instead educates and inspires, is very tough and not well worth the efforts.

10、Marketing automation software measures the processes and ROI of the digital marketing campaigns, helping the business to grab revenue faster.

Unit 12 Buzz Marketing

Exam: Unit 12

1、Social media participants in any particular virtual community can be divided into three segments:
A、influencers
B、individuals
C、consumers
D、suppliers

2、People would tend to believe in what their friends or relatives say in terms of what to buy.

3、Unfavourable word of mouth publicity is highly harmful for the brand.

4、Marketing buzz originally referred to oral communication, but in the age of Web 2.0, social media are now the dominant communication channels for marketing buzz.

5、By intentionally "leaking" some information of the new product, a company creates a buzz around a launch or an event.

6、The challenge for the marketer is to understand the potentially complex dynamics of the virtual community.

7、Development of a social media marketing strategy does not need to take into account interaction with traditional media.

8、There is a growing connection between marketing buzz and traditional television broadcasts.

9、A significant emphasis has been put on the use of online content to generate buzz about a product, service, or company.

10、For advertising to generate effective positive buzz, research has shown that it must engage the viewer's emotions in a controversial way.

Unit 13 Global Marketing

Exam: Unit 13

1、_______ are limits on the amount of foreign imports that they will accept in certain product categories.
A、Tariffs
B、Quotas
C、Exchange controls
D、Non-tariff trade barriers

2、In which type of industrial structure, the vast majority of people engage in simple agriculture?
A、Subsistence economies
B、Raw material exporting economies
C、Industrializing economies
D、Industrial economies

3、The BRIC countries (Brazil, Russia, India, and China) belong to which type of industrial structure?
A、Subsistence economies
B、Raw material exporting economies
C、Industrializing economies
D、Industrial economies

4、Which economies are rich in one or more natural resources but poor in other ways, and much of their revenue comes from exporting these resources?
A、Subsistence economies
B、Raw material exporting economies
C、Industrializing economies
D、Industrial economies

5、The aspects of international marketing environment include:
A、The International Trade System
B、Economic Environment
C、Political-Legal Environment
D、Cultural Environment

6、Nations differ greatly in their political-legal environments. Which is/are major factor(s) to consider regarding the political-legal environment?
A、the country's attitudes toward international buying
B、government bureaucracy
C、political stability
D、monetary regulations

7、Subsistence economies are good markets for large equipment, tools and supplies, and trucks.

8、Subsistence economies trade goods among themselves, and also export their goods to other types of economies for raw materials and semi-finished goods.

9、When there are changes in government, international marketers might prefer export marketing to direct foreign investment.

10、Business norms and behavior vary from country to country.

Unit 14 Sustainable Marketing

Exam: Unit 14

1、Green products tend to be more expensive because the _________ may cost more than the conventional ones.
A、ingredients
B、delivery
C、packaging
D、promotion

2、One aspect of sustainable-marketed product is using ___________ manufacturing and distribution methods that minimize the company's carbon footprint.
A、less
B、light
C、clean
D、simple

3、A place-related sustainable marketing area of increased interest is buying ________.
A、internationally
B、globally
C、domestically
D、locally

4、Which of the following statements is/are true about the aims of sustainable marketing?
A、To meet consumer and business user needs
B、To utilize society's natural, human, and cultural resources responsibly
C、To ensure a better quality of life now and for future generations to come
D、To increase profits.

5、Which of the following is/are key driving factors of companies' adopting sustainable marketing?
A、Customer demand for socially responsible products and actions
B、Companies demand sustainability initiatives from their suppliers
C、New regulations and public policies
D、Increasing cost and volatile prices of natural resources

6、Sustainable marketing calls for socially and environmentally responsible actions that meet the immediate needs of customers and the company.

7、Environmentalists are against marketing and consumption.

8、Organic food grown with natural fertilizers may be less expensive than those foods not utilizing natural fertilizers.

9、Strong sustainable brands should have a brand image of the product or service having a positive impact on people and the environment.

10、To survive in the market, some green product marketers use effective targeting to minimize the green price gap.

伸直型桡骨远端骨折的典型：

A.在小组工作初期，( )处于小组的核心位置。
B.消化管的黏膜层由上皮、固有层和黏膜肌层构成。
C.疑为Bruton综合征时，应作哪项检查
D.关于小容量单相变压器的主要结构组成，包括下面哪个（）

在同一转速时，节气门的开度越大，则汽油机的负荷（ ）。

A.HTML的正式名称是( )。
B.音频与视频信息在计算机是以（ ）表示的
C.流体的连续性方程说明，流体在稳定流动，且不可压缩时，流过各截面流体的质量为常量。
D.京剧中的“丑”行，指演滑稽人物。

肉苁蓉可以用铁器加工，可进行机械化种植。

A.they like people who new ideas and
B.请说出hablo inglés所对应的正确中文含义
C.思维导图法是指利用观察和分析各种事物的矛盾运动，进而解决矛盾的一种方法。
D.有人认为，只有感性经验才是可靠的，抽象的理论是不可靠的，这在认识论上犯了( )

gasoline and

A.粘性泥石流是因为流体( )
B.[Cu(en)2]2+的稳定性比[Cu(NH3)4]2+大得多,主要原因是前者
C.无领导小组讨论中有效发言比盲目发言更重要。
D.由于森林的蒸腾作用，使得森林中的相对湿度比非森林区小。（）

web2.0时代的消费行为演变理论认为，通过新媒体产生消费决策经历以下哪些阶段

A.秋天采挖的肉苁蓉通常半埋于沙土中晒干，商品称（ ）
B.当胸省设置为时，胸围线保持水不变。
C.好莱坞电影只是一种文化的体现，不会影响到当地经济。
D.会议纪要就是会议记录，是重要会议的记录。

骆驼评级制度CAMAL(s)的审核对象包括（ ）。

A.以下哪些裂孔存在于膈肌上
B.膜上的载体运输一定需要能量。
C.7fb03767ce274e589b74bb52bec665bd.bmp
D.在其他条件相同的情况下，矩形螺纹的螺旋与三角螺纹的螺旋相比，前者（ ）。

在手语歌曲创编要求中，歌词删减的依据是（ ）。

A.内标法所选的内标物可以是任何化合物。
B.《神曲》中但丁以欺诈重罪将尤利西斯（奥德修斯）打入了地狱第八圈。（）
C.下列不太适合体重较大的肥胖者进行的运动
D.《素问·阴阳应象大论》的“从阴引阳”的针刺原则,适用于下列哪些方法( )

下列焊接方法中，不适合用于室外作业的焊接方法是（ ）。

A.C语言整型数据在内存中的代码是用（ ）表示的。
B.王昌龄《从军行》：“（ ），孤城遥望玉门关。
C.南丁格尔奖章设立于（ ）
D.不在胸锁乳突肌后缘中点的神经

解决区际法律冲突的法律制度为区际私法。

A.看到别人做出一个行为之后得到了奖赏，使得自己日后也做出该种行为属于自我强化。
B.定牌中性包装是指( )。
C.安培环路定律中,电流的正方向与闭合回路上的磁场方向符合( ),电流取正值
D.社区的主要构成要素中，构成社区重要条件的是：

网络营销产生的技术基础是（ ）。

A.备课的内容包括备目标、备内容、备学生、备过程、编写教学文本五方面。
B.下面属于戈尔巴乔夫外交“新思维”内容的是：
C.温州泽雅山区的古法手工造纸技术，被称为( )。
D.房屋越高，地震反应越大，其抗震要求越高。

钢结构对动力荷载的适应性较强，主要原因是由于钢材具有 。

A.舍的本质就是在积累人生的战略资
B.下列现象属于干涉的是[ ]
C.中美经贸摩擦的特点（ ）
D.,it makes no

计算思维是指要像计算机一样思考问题（）

A.中华文化的源头是（ ）。
B.以下（ ）不是Weka的数据类型。
C.钢材中含磷量超过限值时，钢材可能会出现（ ）。
D.终止当前命令的操作，可以按（）键

际关系是人际交往的静态结果

A.下列可发生Fehling反应的是
B.对女娲用黄土造人有重要影响的是
C.进程间的同步与互斥，分别表示了各进程间的（）
D.孟子主张“性相近”，并以此来强调审美感受的共同性。

增加酒店的生产成本和经营费用，加大了酒店管理难度的营销策略是：( )

A.二次侧空载时，不必加防触电保护装置。
B.下列记录可以作为调整账面数字的原始凭证的是（ ）。
C.五行中，火“所不胜”一行指：（ ）
D.法的历史类型更替的条件是()。