"Knowledge from the Tree of Wisdom" Internet and marketing innovation answers;
Chapter 1 Testing
1, which of the following options is wrong: The Internet is sometimes called.
A. Internet
B. global information network
C. Communication network
D. international networks
My answer: C.
2. Which of the following application modes does not belong to e-commerce application mode:
First, B2B application mode
B.O2O application mode
C, B2C application mode
D, C2O application mode
My answer: D.
3. In July, 1995, the online shop was established-marking the birth of online sales.
A. Alibaba
B. Amazon
C. time network
D. sawyer
My answer: B.
4, which of the following options does not belong to the characteristics of network marketing:
A. General
B. Economy
C, multimedia
D, personalization
My answer: a.
5. According to the classification, online marketing can be divided into direct online marketing and indirect online marketing.
First, the mode of operation of commercial activities
B. Transaction object
C, using the network type
D. Contents of operational activities
My answer: D.
6. The wide application of Internet in real life can be summarized into five theoretical models: information demand, transaction demand, communication demand, entertainment demand and office demand.
My answer: X.
7.1July, 1995, Taobao, an online shop, was established, marking the birth of online sales.
My answer: X.
8. Which of the following five items is the characteristic of online marketing:
I. Collectivity
B, crossing time and space
C. economy
D, particularity
E, interactivity
My answer is: BCE
9. Network marketing can be divided into G2C according to the transaction object.
a、B2B
B2C
G2G
B2G
G2E
My answer is: ABD
10, which of the following five items is the basic function of network marketing?
First, online games
B, network brand
C, website promotion
D, online government affairs
E, online research
My answer is: BCE
Chapter II Testing
1, which of the following options does not belong to the market forming factor:
A. Customers
B. Terms of the transaction
C. manufacturer
D. products or services
My answer: C.
2. Which of the following options does not belong to the total customer value in the customer delivered value:
First, the product value
B. Value of supply
C. Personal value
D, service value
My answer: B.
3. Which of the following options does not belong to the total customer cost in the customer delivered value?
First, the marketing cost
B.O2O currency cost
C, time cost
D, physical cost
My answer: a.
4. Which of the following options does not belong to the classic 4P marketing mix strategy:
I. Product strategy
B, distribution strategy
C, price strategy
D. Service strategy
My answer: D.
5. Which of the following options does not belong to the marketing mix elements of 4R marketing mix strategy:
A. Joint
Second, convenience.
C, relationship
D, return
My answer: B.
6. Users refer to the group buyers who possess and monopolize the means of production and production services.
My answer: √.
7. The task of marketing management concept innovation under the Internet needs to change marketing when there is no demand.
My answer: X.
8, in the composition of customer delivered value, which of the following is the total customer value:
First, the cost value
B, product value
C, service value
D. Personal value
E, advertising value
My answer is: BCD
9. Marketers should pay attention to:
First, personalized marketing
B, market segmentation
C. Customer database
D, customer share
E. Channel development
My answer is: ABD
The four basic elements of 10 and 4C marketing mix strategy are:
A. products
B. Customers
C, cost
D, price
E. convenience
F, communication
My answer is: BCEF
Chapter III Testing
1, business model innovation is a kind of:
First, product innovation
B, process innovation
C, integrated innovation
D, organizational innovation
My answer: C.
2. Which of the following options does not belong to the working principle of intelligent search engines:
I. Collection
B. Index
C, classification
D, sorting
My answer: C.
3. Which of the following options does not belong to the three factors of email marketing:
I. User license
B. Commercial communications
C. E-mail transmission of information
Information is valuable to users.
My answer: B.
4. The essence of blog marketing lies in:
First, release product information
Release company news
C, promote the brand
D, fight for the right to speak
My answer: D.
5. Which of the following options does not belong to the three elements of successful viral marketing:
First, experience sales
B, valuable content
C, susceptible population
D, media access
My answer: a.
6. "Minimizing customer value" is the subjective goal of business model innovation.
My answer: X.
7. Network marketing is the basis of e-commerce, and e-commerce must be carried out without network marketing.
My answer: X.
8. Which of the following is the way to realize viral marketing:
I. Activity planning
B, product number
C, oral administration
D, keyword advertising
E, street delivery
My answer: AC
9. The three factors of e-mail marketing refer to:
I. User license
Mail directory
C. E-mail transmission of information
D, post office delivery
E. information is valuable to users.
My answer is: trump card.
10, search engine marketing methods are: _ _ _ _ _ _, etc.
A. Bidding ranking
B, product number
C, the company queues up
D, keyword advertising
E, classification directory login
My answer: Ade
Chapter IV Testing
1. Which of the following options does not belong to the general trend of the current consumer market in China?
First, the era of consumer information
B. Health trends
C, male value
D. autonomy
My answer: C.
2. With the continuous improvement of the consumption level in China, the China market has entered the consumption stage.
I. Popularization
B, niche
elitism
D, high-end
My answer: B.
3. Internet market is a concept of consumer market.
First, the combination of online and offline
B, in kind
C. Electronic commerce
D, virtual
My answer: D.
4. Internet consumers are mostly low-income markets and unwilling customer markets.
Salesperson
B, the crowd
C. manufacturer
D. suppliers
My answer: a.
5. Which of the following options does not belong to the scope of the government's role in e-commerce, that is, e-commerce?
First, the planner
B, managers
C. Users
D, designer
My answer: D.
6. There is no obvious difference in demand, which is the demand characteristic of online consumers.
My answer: X.
7. In the network market environment, middlemen are threatened by online direct selling.
My answer: √.
8. Which of the following is the general trend of the consumer market in China:
First, expand production for consumption
independence
C, imitate stars
D, comprehensive experience
E, female values
My answer is: BDE
9. Which of the following is a new challenge to marketing brought by the Internet age:
First, online
B, flattening
C, niche
D. e-commerce
E. platformization
My answer is: trump card.
10, which of the following is the main consumer type of online shopping: _ _ _ _ _ _ and so on.
Idolatry type
B, surfing type
C, consumption type
D, simple type
hedonism
My answer: BD
Chapter V Testing
1, which of the following options does not belong to the reason of network market segmentation:
First, consumer demand varies widely.
B, producer differences
C. the company has limited resources.
D, the need of competition
My answer: B.
2, enterprises with different products in the face of different markets means:
First, product specialization
B. Market specialization
C, choose specialization
D, product market centralization
My answer: C.
3, enterprise market segmentation, choose two or more different products and marketing scheme refers to:
First, centralized marketing strategy
B. Differentiated marketing strategy
C, indiscriminate marketing strategy
D, avoid strong marketing strategy
My answer: B.
4. The positioning of "confrontation" with the strongest opponent is called:
First, head-on positioning
B, repositioning
C, two-way positioning
D, avoid strong positioning
My answer: a.
5. The market segments of "narrow zone" left by many large enterprises pursuing economies of scale are:
A. Substituting niche markets
B, cooperative niche market
C, professional niche market
D. Natural niche markets
My answer: D.
6. Market segmentation is the process of dividing the whole market of a product into several sub-markets according to the differences of enterprises.
My answer: X.
7. Differentiated marketing strategy is to select two or more market segments and launch different products and marketing schemes.
My answer: √.
8, in the online consumer market, consumer psychological factors can be further subdivided into:
I. Social stratum
B, lifestyle
C, behavior variables
D, demographic variables
E, personality characteristics
My answer is: Abel
9. Which of the following is the target market scope strategy:
First, the product is single and centralized
B, product market centralization
C. Market specialization
D, product diversification
E. Market diversity
My answer is: BC.
10, which of the following markets is a niche market:
Quantitative niche market
B. Patent niche market
C, consumer niche market
D, potential niche market
My answer: BD
Chapter VI Testing
1, the mobile internet is to let users do anything.
First, during working hours
whenever and wherever possible
C, at any time
D, in any place
My answer: B.
2. The profit model of WeChat O2O is to attract customers to the designed system and make a profit.
First, online products
B, offline products
C. Other peripheral products
D, network products
My answer: C.
3. Which of the following options does not belong to the product function of WeChat public platform:
First, relying on the mobile Internet
B, support mobile phone platform
C, integrate a variety of communication methods
D, low tariffs, saving traffic.
My answer: B.
4. Which of the following options does not belong to the main function of the merchant-specific APP:
I. Member Management
B, coupon promotion management
C, mobile phone website
D, network product quality management
My answer: D.
5. Which of the following options does not belong to the characteristics of Weibo marketing?
First, openness, narrowing the distance
B, online display products
C, low release threshold
D, high technology
My answer: B.
6. Mobile Internet is the combination of mobile communication and Internet.
My answer: √.
7. Mobile Internet inherits the advantages of open collaboration of desktop Internet, and also inherits the advantages of real-time, privacy, portability, accuracy and no location of mobile network.
My answer: X.
8. Which of the following is the long-term trend of mobile Internet:
A. Differences
B. Mobilization
C, socializing
D, practicality
E. localization
My answer is: BCE
9. Which of the following is the new model of mobile marketing:
A. Mobile O2O marketing
Viral marketing
C. Applied marketing
D. E-mail marketing
E. WeChat marketing
My answer is: trump card.
10, the three fulcrums of the development of O2O marketing model refer to:
A. online payment
B. Mobile payment
C, online community
D, QR code
Public assistant
My answer is: BCD
Chapter VII Testing
1. Which of the following options does not belong to online virtual goods:.
First, the game software
B. General affairs
C, logistics services
D, information consulting services
My answer: C.
2. At the product level of online marketing, three categories are the most important, among which the core benefits or services should be achieved.
First, personalization
B, differentiation
C, intangible
D, customization
My answer: a.
3. Which of the following options is a product that does not belong to the preferred product category of online marketing?
First, it is convenient for distribution
B, the network cost is low.
C, related to computers
D, easy to open a shop
My answer: D.
4. Network brand = brand name+brand mode+
A. trademarks
B, brand affiliated content
C. Corporate image
D, brand characteristics
My answer: B.
5. Which of the following options does not belong to the category of new product development strategy type?
First, new products
B, repositioning the product
C, Taurus products
D. New product line
My answer: C.
6. Online brand refers to the one-to-one registration of trademarks registered by enterprises online. It is the tangible assets of an enterprise.
My answer: X.
7. Brand is a market concept and trademark is a legal concept.
My answer: √.
8, the three levels of network product differentiation refers to:
A. Differentiated prices
B. Differentiation of core products
C, channel differentiation
D, formal product differentiation
E, extend product differentiation
My answer is: BDE
9. Which of the following belongs to the overall level of marketing products:
A. Core products
B, physical products
C. service products
D, formal products
E, extended products
My answer: Ade
10, which of the following products is the first choice for marketing products:
First, high-quality products
B, high technical performance
C, highly practical products
D, brand marketing
E, convenient delivery
My answer is: BDE
Chapter VIII Testing
1. Network marketing channels are a group of interdependent intermediate links, which help enterprises achieve marketing goals by transferring products from producers to consumers.
A. Electronic commerce
B. Internet
C, electronic information
D. Internet of Things
My answer: B.
2. In the current mobile payment market, it has the fastest growth.
A. Alipay and WeChat payment
B, Alipay and yeepay
C, WeChat and Jingdong Payment
D, wechat and yeepay
My answer: a.
3. Which of the following options does not belong to the direct network marketing channel:
First, the main online direct selling mode
B, self-built website direct selling mode
C, relying on the platform direct selling mode
D, mixed direct selling mode
My answer: a.
4. The strategy for enterprises to use both online direct sales channels and indirect sales channels is called:
A. Two-way trading method
B, intensive distribution method
C, two-way method
D, selecting an allocation method
My answer: C.
5. Online retailer: This is a model.
I. C2C
B2C
c、O2O
d、B2B
My answer: B.
6. Network channels provide two-way information dissemination, which makes communication between producers and consumers more inconvenient.
My answer: X.
7. Dual-channel method means that enterprises use both direct online sales channels and indirect online sales channels.
My answer: √.
8. Online ordering functions include:
First, looking for orders
B, provide product information
C, product quality inspection
D, search platform
E. generate an order
My answer is: BDE
9. Network marketing logistics refers to the distribution activities of materials or services based on the network.
I. Information flow
B. Customer flow
C, business process
D, order process
E. Capital flow
My answer is: trump card.
10, the characteristics of network marketing logistics:
First, automation
B. Industrialization
C, informatization
D. flexibility
E, recessive
My answer: ACD
Chapter 9 Testing
1. Which of the following options is not an external factor affecting network pricing:.
First, the product cost
B. Customer's willingness to buy
C, customer purchasing power
D, the competitive position of competitors
My answer: a.
2. Which of the following options does not belong to the pricing basis of online marketing?
First, reduce procurement costs
B, production cost control
C, reduce inventory
D. Opening the market
My answer: D.
3. The free price strategy of network marketing is mainly used for
I. Promotion and personnel promotion
Promote products and promotions
C. Promotional products and unsalable products
D, promotion and experiential sales
My answer: B.
4. Which of the following options is not a feature of a free product:
First, the characteristics of direct income
B, the characteristics of indirect income
C, influence
D, growth
My answer: a.
5. The massive information provided by the network.
A, improve the search cost of consumers.
Reduce the price sensitivity of consumers.
C, reduce the price search tendency of consumers.
Reduce the search cost of consumers.
My answer: D.
6. Internet marketing pricing refers to setting prices for online marketing products and services.
My answer: √.
7. In online marketing, free price is not only a promotion strategy, but also an ineffective pricing strategy for products and services.
My answer: X.
8. Which of the following is the pricing feature of online marketing:
First, high-priced pricing
B, low price pricing
C. Elasticization
D, inelastic
E, customer orientation
My answer is: BCE
9. Which of the following is a feature of a free product?
I. Intangible features
B, tangible characteristics
C, easy to digitize
D, low manufacturing cost
E, zero manufacturing cost
My answer is: trump card.
10, which of the following is the free price form:
First, freedom
B, it's completely free
C. Bundling is free
D, free on a regular basis
E, partial free of charge
My answer is: BCE
Chapter 10 Testing
1, which of the following options does not belong to the characteristics of online marketing promotion, online promotion.
A. transmitting product and service information through the internet
B, in a less transparent market
C, in the virtual market
D, pay attention to communication
My answer: B.
2. Which of the following options is not a common online promotion method:.
First, discount promotion
B, coupon promotion
C, offline promotion
D, joint promotion
My answer: C.
3. Which of the following options is a false statement of online advertising: Online advertising is mainly through
First, the network search engine
B. Famous websites on the Internet
C. Free e-mail service
D. Free public interactive websites
My answer: a.
4. Which of the following options does not belong to the type of online advertising:
First, button advertising
B, link advertising
C, TV advertising
D. Pop-up advertisements
My answer: C.
5. Which of the following options does not belong to the classification of online celebrities?
First, celebrities from the media network
B. Grassroots network celebrities
C. Brand network celebrities
D, Lulu network celebrities
My answer: C.
6. The concept of electronic space-time is one of the main differences between online promotion and traditional promotion.
My answer: √.
7. Internet celebrities refer to advertisers who become popular because of an event or behavior in real life or online life.
My answer: X.
8. Which of the following is the top ten common online promotion methods:
First, Meitu promotion
B, gift promotion
C, holiday promotion
D, overall promotion
E, delivery promotion
My answer is: BCD
9, which of the following belongs to the characteristics of online advertising:
First, strong interaction
B, brand effect
C, flexibility and low cost
D, star effect
E, widespread dissemination
My answer is: trump card.
10, which of the following belongs to the marketing value of online celebrities:
First, the star value
B, information notification
C. Endorsement value
D, brand value
E, imitation effect
My answer is: BCE