见面课:如何说服上帝?——整合营销沟通之案例解析

1、问题:认知有限理论因为我们的认知和记忆是有限的,所以我们了解信息的时候会喜欢“走捷径”。
选项:
A:对
B:错
答案: 【

2、问题:消费者平时的很多行动往往是无意识的,他们甚至不了解自己这么做的动机,因此在了解消费者需求的时候,直接询问目标消费者的方式是没有意义的。
选项:
A:对
B:错
答案: 【

3、问题:整合营销沟通策略致力于将各种营销传播手段一元化,追求“同一个重心,同一个形象,同一声音,同一画面”。
选项:
A:对
B:错
答案: 【

4、问题:整合营销传播综合应用
选项:
A:广告
B:公关
C:促销
D:人员销售
答案: 【广告;
公关;
促销;
人员销售


5、问题:“Win explosion is wining impression” 这句话遵循的原理是
选项:
A:认知有限理论
B:平衡理论
C:下意识理论
D:曝光效应
答案: 【曝光效应

见面课:看不见的魔术师:影响消费行为的因素之非理性消费背后的秘密

1、问题:完全理性的经纪人不可能存在,因为人们的各种经济行为必然会受各种“非理性”的影响。
选项:
A:对
B:错
答案: 【

2、问题:非理性消费一般表现为消费者不按追求效用最大化进行消费。
选项:
A:对
B:错
答案: 【

3、问题:免费的真正诱惑力是与“占便宜”的心理动机联系在一起。
选项:
A:对
B:错
答案: 【

4、问题:能解释“卖主的估价总比买主高”的现象的效应是
选项:
A:所有权效应
B:免费效应
C:诱饵效应
D:前景理论
答案: 【所有权效应

5、问题:下面的情况可以用宜家效应解释的是

选项:
A:网上竞拍
B:宠物免费领养一个月
C:30天不满意,全额退款
D:亚马逊满38元包邮
答案: 【网上竞拍;
宠物免费领养一个月;
30天不满意,全额退款

见面课:营销3.0时代的机遇和挑战:你准备好了么?

1、问题:营销2.0时代的核心标志是“以产品为中心”的营销导向。
选项:
A:对
B:错
答案: 【

2、问题: KOL对某类产品较之群体中的其他人有着更为长期和深入的介入,因此对产品更了解,有更广的信息来源、更多的知识和更丰富的经验。
选项:
A:对
B:错
答案: 【

3、问题:并不是所有人都可以有私域流量。
选项:
A:对
B:错
答案: 【

4、问题:4C理论Customer、Cost、 和
选项:
A:Communication
B:Convenience
C:Change
D:Chash
答案: 【Communication;
Convenience


5、问题:关于KOL的特征下面哪个说法不正确
选项:
A:KOL对某类产品较之群体中的其他人有着更为长期和深入的介入。
B: KOL有更广的信息来源、更多的知识和更丰富的经验。
C: KOL是创新扩散理论下的新产品的创新者。
D: KOL较常人更合群和健谈,他们具有极强的社交能力和人际沟通技巧。
答案: 【 KOL是创新扩散理论下的新产品的创新者。

见面课:顺势、造势、借势——借势营销之产品包装设计(国庆篇)

1、问题:借势营销是将销售的目的隐藏于营销活动之中,将产品的推广融入到一个消费者喜闻乐见的环境里,使消费者在这个环境中了解产品并接受产品的营销手段。
选项:
A:对
B:错
答案: 【

2、问题:产品的包装只是进行产品宣传的要素,只要足够新奇就是成功的包装设计。
选项:
A:对
B:错
答案: 【

3、问题:借势营销是通过顺势、造势、借势等方式,以求提高企业或产品的知名度、美誉度,树立良好的品牌形象,并最终促成产品或服务销售的营销策略。
选项:
A:对
B:错
答案: 【

4、问题:国庆借势可以提取哪些关键词?
选项:
A:假期
B:旅行
C:美食
D: 庆生
答案: 【假期;
旅行;
美食;
庆生


5、问题:关于借势营销下面哪个说法不正确
选项:
A:“造势”就是广告和各类促销活动疯狂滥炸。
B:“借势”就是在各种类型的商品交易会、展销会、推广会甚至民间庙会上,锣鼓喧天,美女成行。
C:借势营销是营销策略的竞争,应该是智慧的竞争。
D:“造势”其实就是企业的财力大比拼,也可以说是一场“豪赌”。
答案: 【“造势”就是广告和各类促销活动疯狂滥炸。;
“借势”就是在各种类型的商品交易会、展销会、推广会甚至民间庙会上,锣鼓喧天,美女成行。;
“造势”其实就是企业的财力大比拼,也可以说是一场“豪赌”。

第一章 单元测试

1、 问题:Which of the following statements are correct?
选项:
A:Ethics are a set of moral principles that guide attitudes and behaviour.
B:Ethics are a set of rules.
C:Ethics are subjective and imprecise.
D:Ethics depend on social, cultural and individual factors.
答案: 【Ethics are a set of moral principles that guide attitudes and behaviour.,Ethics are subjective and imprecise.,Ethics depend on social, cultural and individual factors.

2、 问题:Which of the following would be considered a partner in the formal definition of marketing?
选项:
A:Retailers who sell an organisation’s products
B:An organisation’s supplier of raw materials
C:Customers
D:An advertising agency who writes the copy for an organisation’s television commercial
答案: 【Retailers who sell an organisation’s products,An organisation’s supplier of raw materials,An advertising agency who writes the copy for an organisation’s television commercial

3、 问题:

Stakeholders of an organisation could include: ______.

选项:
A:

owners

B:

shareholders

C:

employees

D:

customers

答案: 【

owners

,

shareholders

,

employees

,

customers

4、 问题:Which of the followings are about marketing ethics issue?
选项:
A:Advertising junk food on children’s television
B:A salesperson exaggerating the benefits of a product to persuade a customer to purchase it
C:Increasing the price of a product due to increased customer demand and limited availability
D:Failing to inform consumers of known potential risks of using a product
答案: 【Advertising junk food on children’s television,A salesperson exaggerating the benefits of a product to persuade a customer to purchase it,Failing to inform consumers of known potential risks of using a product

5、 问题:Which of the followings are potential benefits of an organisation acting in a socially responsible manner?
选项:
A:Good publicity
B:The generation of goodwill
C:It can attract future employees.
D:It can encourage consumers to support the organisation.
答案: 【Good publicity,The generation of goodwill,It can attract future employees.,It can encourage consumers to support the organisation.

6、 问题:

A product can be ______.

选项:
A:

an idea

B:

a good

C:

a service

D:

a person

答案: 【

an idea

,

a good

,

a service

,

a person

7、 问题:

A brand can be ______.

选项:
A:

a collection of symbols intended to create an image in a customer's mind

B:

a name, logo, slogan or design that differentiates a product

C:

the bundle of attributes of a product

D:

anything offered to a market

答案: 【

a collection of symbols intended to create an image in a customer's mind

,

a name, logo, slogan or design that differentiates a product

8、 问题:In marketing, which of the following statements about promotion are correct?
选项:
A:It is simply another name for advertising.
B:It can be used to remind customers about a product.
C:It can be used to inform or persuade customers.
D:It can be used to create awareness.
答案: 【It can be used to remind customers about a product.,It can be used to inform or persuade customers.,It can be used to create awareness.

9、 问题:Which of the following are marketing activities?
选项:
A:Accounting
B:Personal selling
C:Research&Development
D:Public relations
答案: 【Personal selling,Public relations

10、 问题:

The traditional 4Ps framework includes ______.

选项:
A:

place

B:

people

C:

partners

D:

product

答案: 【

place

,

product

第二章 单元测试

1、 问题:An organisation that outsources functions that can be done more efficiently by specialist external providers is shifting those functions from ___.
选项:
A:its micro-environment to its macro-environment
B:its internal environment to its micro-environment
C:its internal environment to its macro-environment
D:its internal environment to its external environment
答案: 【its internal environment to its micro-environment,its internal environment to its external environment

2、 问题:A movie studio lobbying governments to introduce harsher penalties for the mass copying of pirated DVDs is an example of an organisation attempting to influence its ___.
选项:
A:internal environment
B:external environment
C:marketing environment
D:target market
答案: 【external environment,marketing environment

3、 问题:Which of the followings are part of an organisation’s macro-environment?
选项:
A:Competitive forces
B:Technological forces
C:Sociocultural forces
D:Political forces
答案: 【Technological forces,Sociocultural forces,Political forces

4、 问题:Which of the followings are examples of an economic macro-environmental force?
选项:
A:The Australian dollar rising in value
B:A fall in demand for commodities such as coal and iron ore due to the global financial crisis
C:The level of consumer spending decreasing
D:A rise in interest rates
答案: 【The Australian dollar rising in value,A fall in demand for commodities such as coal and iron ore due to the global financial crisis,The level of consumer spending decreasing,A rise in interest rates

5、 问题:The rising use of social networking sites could be attributed to ___.
选项:
A:sociocultural forces
B:technological forces
C:legal forces
D:economic forces
答案: 【sociocultural forces,technological forces

6、 问题:Factors those are beyond the organisation’s direct control, though the organisation may be able to have some influence over them, are ___.
选项:
A:weaknesses
B:opportunities
C:threats
D:strengths
答案: 【opportunities,threats

7、 问题:Which of the followings are demographic characteristics?
选项:
A:Age
B:Gender
C:Ethnicity
D:Marital status
答案: 【Age,Gender,Ethnicity,Marital status

8、 问题:The macro-environment encompasses ___.
选项:
A:country and regional geographic levels
B:local and state geographic levels
C:the factors outside of the industry that influence the survival of the organisation
D:marketing planning
答案: 【country and regional geographic levels,local and state geographic levels,the factors outside of the industry that influence the survival of the organisation

9、 问题:Key environmental factors that marketers need to consider when analysing the marketing environment include political, economic, sociocultural, ___ forces.
选项:
A:technological
B:cultural
C:legal
D:environmental
答案: 【technological,legal,environmental

10、 问题:SWOT includes ___.
选项:
A:situation and threats
B:strengths and threats
C:weaknesses and opportunities
D:weakness and opposition
答案: 【strengths and threats,weaknesses and opportunities

第三章 单元测试

1、 问题:The broad influences on consumer behaviour can be categorised as ___.
选项:
A:situational
B:psychological
C:group
D:individual
答案: 【situational,group,individual

   

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