问题 1 10 分
On Amazon, customers can write product reviews that are openly available for everyone. Companies could look at the reviews for feedback on their product to gather ideas on how they can create a product that satisfies the customer needs. In this case, the company is looking at __.
Focus Group Data
问题 2 10 分
Netflix notices that currently the number of subscribers is stagnating for the first time in company history. The company hires a market research firm to identify potential reasons for this. This research can best be described as __.
问题 3 10 分
The market researchers at HoneyCamp Foods gather daily sales data and sort it by product line and region. With the help of sophisticated tools and techniques, they develop the data needed by marketing managers to evaluate the market share of the company’s different products and also to gain valuable market insights. This mix of people and procedures at HoneyCamp Foods that generate actionable marketing insights represents a(n) __.
enterprise planning system
strategic planning system
marketing information system
问题 4 10 分
Kei, a senior marketing manager of a pizzeria in North Florida, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions. In this instance, Kei is using __.
问题 5 10 分
Which of the following is an advantage of using an internal database?
Information obtained from internal databases is almost always sufficient for making marketing decisions.
Data always remains current in internal databases.
Internal databases can be accessed more quickly and cheaply than other information sources.
Internal databases require less maintenance efforts.
Highly sophisticated equipment and techniques are not required for maintaining internal databases.
问题 6 10 分
Which of the following is NOT a method of gathering good marketing intelligence?
searching specific competitor names, events, or trends to see what comes up
purchasing merchandise from competing sites to analyze and compare their assortment, speed, and service quality
setting up digital centers that monitor brand-related online consumer and marketplace activity
sending out teams of trained observers to mingle with customers
interviewing competitors’ employees to learn as much “inside information” as possible
问题 7 10 分
Firms use competitive marketing intelligence to __.
create and sustain market monopolies
perpetuate organizational learning
gain early warnings of competitor moves and strategies
strengthen weak ties with industry competitors
counter the adverse effects of organizational anarchy
问题 8 10 分
__ is the most basic determinant of a person’s wants and behavior.
问题 9 10 分
Each culture contains smaller __, or groups of people with shared value systems based on common life experiences and situations.
问题 10 10 分
__ consumers are one of the fastest-growing U.S. population subsegments and are expected to surge to nearly one third of the total U.S. population by 2060.
问题 11 10 分
Which of the following statements is true of social classes?
People within a social class tend to exhibit similar buying behavior.
Members of a social class have unique and distinct values, interests, and behaviors.
Social classes are society’s temporary divisions.
Income is the single factor that determines social class.
Social classes universally exhibit identical product and brand preferences.
问题 12 10 分
Family is one of the __ factors that influence consumer behavior.
问题 13 10 分
A shoe manufacturing company uses ads featuring the members of a country music band with the hope that the band’s fans will see them wearing the company’s shoes and hence purchase the same brand of shoes. The shoe company believes that the band portrays the image of a __ to the band’s fans.
问题 14 10 分
__ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.
问题 15 10 分
__ is a person’s pattern of living as expressed in his/her psychographics, and it includes the individual’s activities, interests, and opinions.