中国大学English for Marketing答案(慕课2023完整答案)

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中国大学English for Marketing答案(慕课2023完整答案)

Chapter 1 Marketing Basics

Exam: Chapter 1

1、中国整答Advertising and selling are only the tip of the marketing______
A、大学g答hamburger
B、案慕案ice cream
C、课完iceberg
D、中国整答sandwich

2、大学g答The案慕案 goal of marketing is to create value for customers in order to capture value (in monetary terms) from customers in return.
A、keep
B、课完capture
C、中国整答take
D、大学g答move

3、案慕案In a narrower business context,课完 marketing involves building profitable, _______exchange relationships with customers.
A、value-taken
B、中国整答value-token
C、大学g答value-laden
D、案慕案value-chosen

4、Business will ultimately _______ the rewards of value from consumers in the forms of sales, profits and long-term customer equity.
A、treat
B、B.see
C、deliver
D、reap

5、Marketing can be defined as the ________ by which businesses create value for customers and build strong relationships to capture value from customers in return.
A、A.result
B、B.process
C、C.stage
D、point

6、In this digital age, the way we communicate, access and share information, enjoy entertainment and do shopping have been totally _________ and reshaped.
A、altered
B、toppled
C、changed
D、adjusted

7、The post-recession recovery brings ________ back to consumers, they still tend to buy less, spend less and save more.
A、profits
B、benefits
C、advantages
D、means

8、After the 2008 financial tsunami and its aftermath, consumers are moving from mindless to ________ consumption.
A、mindful
B、meaningful
C、positive
D、practical

9、Marketing is more concerned with creating, building, _________ and ________ relationships with customers.
A、gaining
B、maintaining
C、enhancing
D、increasing

10、Marketers seem to know everything about you, from your habits to your preferences. They reach you ________, _________ and ________.
A、directly
B、personally
C、interactively
D、promptly

11、Deficiency needs include:
A、Esteem needs
B、Friendship and love
C、Security needs
D、Physiological needs

12、Safety needs include:
A、Physical safety
B、Financial security
C、Savings account
D、Disability accommodations

13、Today, companies are sourcing more supplies and components abroad and developing new products for specific market. The key words here are
A、globalization
B、global sourcing
C、localization
D、transition

14、When it comes to making purchasing decisions, consumers tend to stress more on features like _________, __________ and _________.
A、value-for-money
B、practicality
C、attractivess
D、durability

15、Traditionally, many people think of marketing as only advertising and selling. But in this new century, marketing must be understood in the sense of satisfying customer needs.

16、In this new century, the marketing landscape is already changed, and all traditional marketing approaches are not applicable any more.

17、What marketers need to do is to construct a seller-driven marketing strategy.

18、The ultimate purpose of developing new products is to satisfy customer needs.

19、The need for self-actualization is placed at the bottom of Maslow’s Hierarchy of Needs.

20、If these ‘deficiency needs’ are not met, the individual will feel anxious and tense.

21、Needs of different levels should be met one by one, level by level.

22、Humans need to feel a sense of belonging and acceptance among their social groups, regardless whether these groups are large or small.

23、Belonging needs may overcome the physiological and security needs, depending on the strength of the peer pressure.

24、People often engage in a profession or hobby to gain recognition and respect.

25、People with low self-esteem often need respect from others.

26、Non-profit organizations such as universities and colleges should not show any interest in marketing.

27、Consumers are becoming more aware of the importance of environmental protection and paying more attention to the issue of sustainability.

28、In adjusting to the new economy, some companies may be unwilling to cut their marketing budgets.

29、Making cuts in the wrong places can hurt and even damage the brand’s long-term image and customer relationship.

30、Forward-looking companies readily accept their responsibilities to the world around them and view sustainable marketing as an opportunity to do well by doing good.

Chapter 2 Company and Marketing strategy

Exam：Chapter 2

1、Promotion is basically a kind of _______.
A、Advertising
B、Discussion
C、Communication
D、Brainwashing

2、The objective of business portfolio analysis, as stated before, is to find out the most profitable or _______ products or brands, and put strong investment into them.
A、attractive
B、valuable
C、popular
D、promising

3、_______ refer to represent SBUs having large market share in a fast-growing industry.
A、Stars
B、Cash cows
C、Dogs
D、Question marks or Problem Children

4、________ refer to products with low growth rate or market share.
A、Stars
B、Cash cows
C、Dogs
D、Question marks or Problem Children

5、When cash cows lose their appeal and move towards deterioration, then a ___________ policy may be pursued.
A、retrenchment
B、paucity
C、absence
D、reduction

6、A company can pursue one of the four strategies for each SBU. It can invest more in the SBU to _______ its share.
A、reduce
B、build
C、distribute
D、add

7、Promotional mix includes activities like:
A、advertising
B、public relations
C、personal selling
D、sales promotion

8、When a business plans to send messages via socializing apps to make a buzz, it needs to consider:
A、Message strategy
B、Channel strategy
C、Message frequency
D、Price

9、In order to improve product accessibility, the following tactics can be considered:
A、Selective distribution
B、Intensive distribution
C、Franchising
D、Exclusive distribution

10、What elements should be taken into consideration when it comes to making product decisions?
A、Product design
B、Branding
C、Product life cycle issues
D、Product quality

11、The market nichers occupy a small segment of the market and attempt to build strong ties with their customers via the provision of high-quality products and superior after-sales services.

12、Marketing strategies are planned and should always be followed strictly.

13、The market followers are less aggressive and tend to maintain their market position through price reduction.

14、The market challengers are willing to take more risks, since they need to gain more market shares.

15、The market leaders tend to adopt a more offensive posture since they need to protect their market position.

16、Strategic marketing is focused on the implementation of specific targets.

17、Marketing strategy has the fundamental goals of increasing sales.

18、Alfred Chandler wrote in 1962 that strategy is the determination of the basic short-term goals of an enterprise, and the adoption of courses of action, and the allocation of resources necessary for carrying out these goals.

19、Strategy is important because the resources available are sufficient, and how to utilize them is very critical to the success of business.

20、Managerial marketing is focused on the implementation of specific targets.

21、A product is a solution to a problem.

22、Market coverage is related to the convenience of buying.

23、A product is a need for a problem.

24、Traditionally a product is described as a tangible item that can satisfy a customer's specific need.

25、McCarthy's theory is the only one adopted in describing marketing mix.

26、The best business portfolio, however, is believed to be able to fit the company’s strengths and weaknesses, and ready the company for market opportunities.

27、Managing a huge portfolio profitably takes just experience and expertise.

28、Stars are the corporation’s key source of net cash inflow, and are specifically the core business.

29、A prevalent criticism about BCG Matrix is that market growth is not the only indicator for attractiveness of a market, and high market share is not the only success factor.

30、As time passes, SBUs may change their positions in the growth-share matrix.

Chapter 3

Exam: Chapter 3

1、In SWOT analysis, S refers to:
A、Strategy
B、Scale
C、Simile
D、Strength

2、The ultimate purpose of SWOT analysis is to help you take ______ of your resources and competitiveness.
A、Advantage
B、Storage
C、Vantage
D、Manage

3、Marketing researchers should be able to perform _________ and find out the stories behind the data, and provide clear answers to practical questions based on the insights gained.
A、data collection
B、data mining
C、data analysis
D、data processing

4、The ________ department furnishes information on customer characteristics, sales transactions, and website visits.
A、marketing
B、customer service
C、accounting
D、sales

5、Many companies have even appointed chief listening officers （CLO） to _______ online customer conversations and pass along key insights to marketing decision makers.
A、collect
B、evaluate
C、sift through
D、review

6、Once you've identified your risks, you can try the following:
A、to eliminate the internal weakness by assigning company resources to fix the problems
B、to reduce the external threat by abandoning the threatened area of business
C、to avoid inputting resources into internal weaknesses
D、to improve employment rate

7、Examples of areas typically considered as strengths and weaknesses include:
A、Financial resources
B、Physical resources
C、Human resources
D、Access to natural resources

8、External factors typically include:
A、market trends
B、economic trends
C、funding
D、demographics

9、Useful opportunities can come from such things as:
A、changes in technology and markets on both a broad and narrow scale
B、changes in government policies related to your field
C、changes in social patterns
D、lifestyle changes

10、Customer insight is the in-depth knowledge, or in other words, comprehensive and thorough understanding of your customers, based on their __________.
A、buying behaviours
B、experiences
C、beliefs
D、needs

11、However, the growing use of marketing intelligence also raises ethical issues such as ___________ and _________.
A、privacy violation
B、public violation
C、commercial espionage
D、commercial dispute

12、Opportunities refer to elements in the environment that the business could exploit to its advantage.

13、Threats refer to elements in the environment that could cause trouble for the business.

14、Weaknesses refer to characteristics of the business that place the business at a disadvantage relative to others.

15、If all your compes provide high quality products, then a high-quality production process is not a strength in your organization's market.

16、It is well recognized that adequate customer information can contribute greatly to good products and marketing programs.

17、Customer insight is a multi-view of your customers obtained from a strategic analysis of quantitative data of customer behaviours.

18、In order to gain good customer insights, marketers must effectively collect marketing information by using an array of techniques.

19、In this high-tech era, it is not a difficult task to collect enough information and to use information effectively.

20、Good marketing intelligence can help marketers gain insights into how consumers talk about and connect with their brands.