2024智慧树网课答案 市场营销学（全英） 最新完整智慧树知到满分章节测试答案

第一章 单元测试

1、 问题:（ ）are human needs as shaped by individual personality and culture.
选项：
A:Needs
B:Wants
C:Demands
D:Values
答案: 【
Wants
】

2、 问题:A(n) （ ） is some combination of products, services, information, or experiences offered to consumers to satisfy a need or want.
选项：
A:market offering
B:value proposition
C:demand satisfaction
D:need proposition
答案: 【
market offering
】

3、 问题:Many sellers make the mistake of paying more attention to the specific products they offer than to the benefits and experiences produced by these products. These sellers suffer from （ ）.
选项：
A:selling myopia
B:marketing management
C:marketing myopia
D:value proposition
答案: 【
marketing myopia
】

4、 问题:Marketing is managing profitable customer relationships.（ ）
选项：
A:对
B:错
答案: 【
对
】

5、 问题:Human needs are shaped by culture and individual personality.（ ）
选项：
A:对
B:错
答案: 【
错
】

第二章 单元测试

1、 问题:When a firm develops and maintains a strategic fit between its goals and capabilities, it is performing （ ）.
选项：
A:mission planning
B:values planning
C:strategic planning
D:business-portfolio planning
答案: 【
strategic planning
】

2、 问题:（ ）should be market oriented and defined in terms of（ ）.
选项：
A:Annual plans; product needs
B:Strategic plans; company needs
C:Long-range plans; company needs
D:Mission statements; customers’ needs
答案: 【
Mission statements; customers’ needs
】

3、 问题:

When a company positions its products, it should first identify potential customer value differences within a specific market segment, which may be the basis for the product's competitive advantage.（ ）

选项：
A:对
B:错
答案: 【
对
】

4、 问题:One valid criticism of the four Ps concept is that services are not considered.（ ）
选项：
A:对
B:错
答案: 【
错
】

5、 问题:To improve its value delivery network, a company needs to examine the members of the supply chain.（ ）
选项：
A:对
B:错
答案: 【
对
】

第三章 单元测试

1、 问题:Relationship marketing focuses more attention on _ customers because new customers
are ___ to acquire compared to existing customers. （ ）
选项：
A:existing; less expensive
B:new; less expensive
C:existing; more expensive
D:new; more expensive
答案: 【
existing; more expensive
】