理解市場營銷英語術(shù)語試題及答案

理解市場營銷英語術(shù)語試題及答案姓名：____________________

一、多項(xiàng)選擇題（每題2分，共20題）

1.Whichofthefollowingtermsreferstotheprocessofidentifying,anticipating,andsatisfyingcustomerneedsandrequirements?

A.MarketResearch

B.ProductDevelopment

C.CustomerService

D.Alloftheabove

2.Whatisthetermforthestrategicplanningprocessofchoosingtargetmarketsanddevelopingappropriateproducts,services,andmarketingprogramstosatisfytargetcustomers?

A.MarketingStrategy

B.MarketingMix

C.MarketingCampaign

D.SalesPromotion

3.Whatisthetermforthetotalofallindividualsororganizationscapableofusingaproductorservice?

A.Market

B.MarketSegment

C.TargetMarket

D.MarketSize

4.Whichofthefollowingisanexampleofamarketingmixelement?

A.Product

B.Price

C.Place

D.Promotion

5.Whatisthetermfortheoverallplanofactionstobetakentoreachthemarketingobjectives?

A.MarketingPlan

B.BusinessPlan

C.MarketingStrategy

D.MarketingCampaign

6.Whatisthetermfortheprocessofidentifyingandanalyzingthestrengths,weaknesses,opportunities,andthreatsrelatedtoacompany'smarketingefforts?

A.SWOTAnalysis

B.PESTAnalysis

C.MarketResearch

D.CompetitiveAnalysis

7.Whichofthefollowingisatypeofmarketresearch?

A.Surveys

B.FocusGroups

C.CaseStudies

D.Alloftheabove

8.Whatisthetermfortheprocessofcreating,communicating,anddeliveringvaluetocustomers,andmanagingcustomerrelationshipsinwaysthatbenefitthecompany?

A.CustomerRelationshipManagement(CRM)

B.SalesManagement

C.MarketingManagement

D.Alloftheabove

9.Whatisthetermforthecostofobtaininganewcustomer?

A.CustomerAcquisitionCost(CAC)

B.CustomerLifetimeValue(CLV)

C.CustomerRetentionRate

D.CustomerSatisfaction

10.Whatisthetermfortheprocessofmanagingacompany'sproductportfoliotoensureitmeetstheneedsandpreferencesoftargetcustomers?

A.ProductPortfolioManagement

B.ProductDevelopment

C.ProductLifecycleManagement

D.MarketResearch

11.Whichofthefollowingisatypeofmarketingcommunication?

A.Advertising

B.PublicRelations

C.SalesPromotion

D.Alloftheabove

12.Whatisthetermfortheprocessofplanning,implementing,andcontrollingprogramsdesignedtocreate,enhance,ormaintainapositiveimageorimpressionofacompanyoritsproducts?

A.PublicRelations

B.Branding

C.CorporateIdentity

D.Alloftheabove

13.Whatisthetermforthepercentageofcustomerswhoreturntopurchaseaproductorservice?

A.CustomerRetentionRate

B.RepeatPurchaseRate

C.CustomerAcquisitionCost

D.CustomerLifetimeValue

14.Whatisthetermforthepracticeofofferingdifferentpricingforthesameproductorservicebasedonthecustomer'sperceivedvalue?

A.PriceDiscrimination

B.PriceSegmentation

C.PriceElasticity

D.PriceSensitivity

15.Whichofthefollowingisatypeofmarketingchannel?

A.DirectChannel

B.IndirectChannel

C.ResellerChannel

D.Alloftheabove

16.Whatisthetermfortheprocessofselectingtherightmarketingchannelstodeliverproductsorservicestotargetcustomers?

A.ChannelManagement

B.DistributionManagement

C.LogisticsManagement

D.SupplyChainManagement

17.Whatisthetermforthepracticeofofferingproductsorservicesforfreeoratalowercosttoencouragethepurchaseofotherproductsorservices?

A.Cross-Selling

B.Up-Selling

C.LossLeader

D.Alloftheabove

18.Whichofthefollowingisatypeofmarketingresearch?

A.QualitativeResearch

B.QuantitativeResearch

C.SecondaryResearch

D.PrimaryResearch

19.Whatisthetermfortheprocessofidentifying,analyzing,andrespondingtoconsumerandmarkettrends?

A.TrendAnalysis

B.MarketAnalysis

C.ConsumerAnalysis

D.Alloftheabove

20.Whatisthetermfortheprocessofdeveloping,testing,andrefininganewproductorservice?

A.ProductDevelopment

B.NewProductIntroduction

C.MarketTesting

D.Alloftheabove

二、判斷題（每題2分，共10題）

1.Theterm"market"referstoaspecificgeographicareawherebuyingandsellingactivitiesoccur.()

2.A"targetmarket"isabroadgroupofpotentialcustomersthatacompanyhopestoserve.()

3.Themarketingmixconsistsoffourelements:product,price,place,andpromotion.()

4.Theprimaryobjectiveofamarketingstrategyistomaximizeprofits.()

5.Marketresearchinvolvescollectingandanalyzingdataaboutpotentialcustomersandcompetitors.()

6.The"customeracquisitioncost"istheamountofmoneyacompanyspendstoacquireanewcustomer.()

7."Brandequity"referstothevalueofabrandtoacompany.()

8."Cross-selling"isastrategywhereacompanysuggestsadditionalproductstocustomerswhohavealreadymadeapurchase.()

9.A"productlifecycle"referstothestagesaproductgoesthroughfromintroductiontodiscontinuation.()

10."Trendanalysis"involvesidentifyingandanalyzingpatternsandtrendsinconsumerbehaviorandmarketdata.()

三、簡答題（每題5分，共4題）

1.Explainthedifferencebetweena"market"anda"targetmarket."

2.DescribethefourP'softhemarketingmixandprovideanexampleforeach.

3.Whatisthepurposeofmarketresearch,andhowdoesitcontributetoacompany'smarketingstrategy?

4.Discusstheimportanceofbrandequityandhowitcanbebuiltandmaintained.

四、論述題（每題10分，共2題）

1.Discusstheroleofdigitalmarketingintoday'sbusinessenvironment.Howhasdigitalmarketingchangedthetraditionalmarketinglandscape,andwhataresomeofthekeystrategiesandtoolsusedindigitalmarketing?

2.Analyzetheimpactofglobalizationonmarketingstrategies.Howdocompaniesadapttheirmarketingapproachestocatertointernationalmarkets,andwhataresomeofthechallengesandopportunitiesassociatedwithglobalmarketing?

試卷答案如下：

一、多項(xiàng)選擇題（每題2分，共20題）

1.D.Alloftheabove

2.A.MarketingStrategy

3.A.Market

4.D.Alloftheabove

5.A.MarketingPlan

6.A.SWOTAnalysis

7.D.Alloftheabove

8.A.CustomerRelationshipManagement(CRM)

9.A.CustomerAcquisitionCost(CAC)

10.A.ProductPortfolioManagement

11.D.Alloftheabove

12.B.Branding

13.B.RepeatPurchaseRate

14.A.PriceDiscrimination

15.D.Alloftheabove

16.A.ChannelManagement

17.C.LossLeader

18.D.PrimaryResearch

19.A.TrendAnalysis

20.A.ProductDevelopment

二、判斷題（每題2分，共10題）

1.False

2.False

3.True

4.False

5.True

6.True

7.True

8.True

9.True

10.True

三、簡答題（每題5分，共4題）

1.A"market"isabroadtermthatreferstothetotalnumberofindividualsororganizationsthathavethepotentialtobuyaproductorservice.A"targetmarket"isaspecificsegmentofthemarketthatacompanyfocusesonserving,basedonsharedcharacteristicsandneeds.

2.ThefourP'softhemarketingmixare:

-Product:Thegoodsorservicesofferedtothemarket.

-Price:Theamountofmoneycustomersarewillingtopayfortheproduct.

-Place:Thechannelsandmethodsusedtodelivertheproducttothecustomer.

-Promotion:Theactivitiesusedtocommunicatethevalueoftheproducttothetargetmarket.

3.Marketresearchisusedtogatherinformationaboutcustomers,competitors,andmarkettrends.Ithelpscompaniesmakeinformeddecisions,identifyopportunities,anddevelopeffectivemarketingstrategies.

4.Brandequityisthevaluethatabrandholdsinthemindsofconsumers.Itisbuiltandmaintainedthroughconsistentbranding,qualityproducts,customersatisfaction,andeffectivemarketingcommunications.

四、論述題（每題10分，共2題）

1.Digitalmarketinghasbecomeacrucialcomponent