第五章单元测试

1、The 4Ps model is a flexible concept， so when planning marketing activities， marketers can（）.

A.consider how the four elements work together

B.pay attention to customer needs

C.monitor the four elements from time to time

D.focus more or less on one element

正确答案：focus more or less on one element

2、To differentiate a product in the market， a company needs to（）.

A.work on its actual and augmented benefits

B.emphasize its brand

C.improve its quality

D.promote its unique selling proposition

正确答案：work on its actual and augmented benefits

3、To build up sales and market share， a company may use（）.

A.psychological pricing strategy

B.skimming pricing strategy

C.values-based pricing strategy

D.penetration pricing strategy

正确答案：penetration pricing strategy

4、Promotional activities that aim to differentiate product would focus on（）.

A.informing consumers of the existence of the product

B.building brand awareness

C.strengthening the brand

D.introducing unique features and benefits

正确答案：introducing unique features and benefits

5、A unique selling proposition is a feature of a product that（）.

A.satisfies customer needs

B.attracts consumers in the market

C.makes it different from other similar products

D.is highlighted in advertisements

正确答案：makes it different from other similar products

6、During the process of developing a marketing mix， marketers need to test the overall offer after drafting it by（）.

A.raising questions concerning the 4Ps

B.asking customer focused questions

C.changing some elements constantly

D.answering questions concerning the 4Ps

正确答案：asking customer focused questions

7、In the pricing process， in order to understand environmental factors， a company needs to（）.

A.adopt a fixed methodology

B.calculate fixed and variable costs of its products

C.predict the possible actions its competitors will take and their effects

D.estimate the demand from consumers

正确答案：predict the possible actions its competitors will take and their effects

8、Which of the following is NOT included in a promotional mix？

A.Personal selling

B.Advertising

C.Sponsorship

D.Communication

正确答案：Communication

9、A company provides its product to customers with and without intermediaries.This kind of distribution channel is called（）.