问题 1 10 分
Which of these steps belongs to the four steps in strategic planning on the corporate level?
Improving customer value and engagement
Addressing changes in the marketing environment
Defining the pricing strategy
Planning marketing and other functional strategies
Delivering superior value to consumers
问题 2 10 分
When Nike first began its business, they concentrated on selling sports shoes. As their success story continued, they also introduced sports equipment and sportswear. This strategy is referred to as _.
问题 3 10 分
Trossen Robotics is expanding its robotics division that produces robotic arms made for education and research. The company conducts market research that shows that predominantly universities are inclined to purchase their products. Universities are thus __.
part of their value proposition
their target customer group
their cash cows
their marketing intermediaries
问题 4 10 分
Tomorrowland is one of the biggest open-air electro festivals worldwide. Their marketing focuses on the experience rather than an explicit product. Which demographic is most likely to positively respond to their marketing?
问题 5 10 分
Qualtrics is a company that enables individuals and companies to design and conduct surveys with consumers. Qualtrics is best described as a _.
Marketing Services Agency
问题 6 10 分
Which of the following best describes a consumer market?
The purchase of a company stock
The purchase of goods for personal use
The purchase of goods to deliver public services
The purchase of products to be sold at a higher price
The purchase of materials that will be used in manufacturing goods
问题 7 10 分
Linda is working for a company that sells industrial refrigerators on an industrial market to other companies. What kind of market is Linda working on?
问题 8 10 分
Mike has been tasked with studying the __ of the company – the forces close to a company that affect its ability to serve its customers, such as suppliers, marketing intermediaries, customer markets, competitors, and publics.
问题 9 10 分
Which is NOT part of the company environment that influences marketing decisions?
问题 10 10 分
Which of the following groups influences the company’s ability to obtain funds?
问题 11 10 分
Which of the following is true with regard to media publics?
This group includes neighborhood residents and community organizations.
This group directly influences the company’s ability to obtain funds.
The primary function of this group is to protect the interests of minority groups.
The primary function of this group is to critique the marketing decisions of companies.
This group carries news, features, and editorial opinion.
问题 12 10 分
Cape Sky Inc., an international insurance and financial services company, is the primary sponsor of the annual New York City Marathon, which is attended by over one million fans and watched by approximately 300 million viewers worldwide. The Cape Sky logo and name are displayed throughout the racecourse. Cape Sky most likely sponsors this event in order to appeal to which of the following types of publics?
问题 13 10 分
Companies that define their missions in terms of products or technologies are considered myopic primarily because __.
products and technologies result in low returns on investment
consumer preferences with regard to products and technology are difficult to predict
most consumers are not comfortable using sophisticated technology during the buying process
consumer preferences for different product categories vary from time to time
products and technologies eventually become outdated
问题 14 10 分
Orion Inc. operates in many industries, including pharmaceuticals and food products. The company’s goal is to create “abundant and affordable food for all and a healthy environment.” This represents Orion’s __.
问题 15 10 分
Which of the following is NOT an example of product-oriented mission statements?
“We sell athletic shoes.”
“We sell memorable experiences.”
“We are an online library.”
“We run theme parks.”
“We rent hotel rooms.”