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网课题库 »
- 1、由于人物的形象、结构、动态、色彩比较复杂，要想画出一幅好的水彩人物画作品，切记不可以着急过早出效果，必须作好相应的基础工作。在进行深入塑造时还是应当从对象大的色彩关系，色彩层次，体块关系，结构变化等着手，不可急于刻画人物的细部，如果这个时候刻画人物细部会使人物的形象和色彩显得（）。 A:简单、生硬 B:丰富、多彩 C:有趣味性 D:富于变化
- 2、（）是人物形象中，最精彩、最传神、最具表现力的部分，它集中的展示了一个人的形象特征，精神与气质。 A:头部 B:脚部 C:腿部 D:身体
- 3、 半身像写生训练的范围，包括头部、颈部、胸部、躯干、臀部和（） 。 A:头部 B:脚部 C:腿部 D:身体
- 4、 在人物写生时，将形迅速准确地表达出来本身已是不易，然而，对于水彩人物画而言，其难度更在于外形描绘准确之后的由外形承载的“神”的表现。以形写神、神形兼备是人物画写生和创作的高度。要达到这一点，我们还得潜下心来，扎扎实实地进行诸如造型、（）等训练，以及丰富的生活知识，以获得对人物的敏锐观察和深刻理解，才能捕捉住那闪现在人物内心的情感世界，才可能作到写形取神。 A:解剖 B:素描 C:速写 D:色彩
- 5、 在水彩画的基本功训练之中，人物画训练是一个难度高且很具挑战性的内容。要想用水彩的形式，将人物形象具体特征、形体结构、色彩变化、心绪情感、神形兼备地表现出来，确非易事，它不仅要求我们具有扎实的造型功底、色彩基础，还须有丰富的生活知识，深刻的理解和敏锐的观察能力。 A:对 B:错
- 1、造型艺术在表现手法上通常分“（）”和“抽象”两大类，也有以“观念”为主导的“观念艺术”。 A:具象 B:写意 C:表现主义 D:古典主义
- 2、 （），是泛指20世纪兴起的反对模拟自然的传统写实手法而形成的绘画风格，它是20世纪绘画运动的重要思潮。 A:抽象表现 B:古典表现 C:具象表现 D:观念艺术
- 3、 绘画的训练首先是意识的训练，（）是画家应具备的最基本的意识，如果我们不具备这种意识，那么我们对于物象的观察就不是绘画的观察。 A:脱离对象 B:象征表现 C:技法表现 D:造型意识
- 4、 艺术作品的创作过程，离不开艺术家的（）。 A:创作立意 B:构思 C:创作想象 D:自以为是
- 5、 事实上，艺术中的抽象表现和具象表现这两种风格，并非是孤立存在的，相反，两者往往是同时并存的。 A:对 B:错
- 1、 Which of the following statements are correct? 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.
- 2、 Which of the following would be considered a partner in the formal definition of marketing? 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
- 3、 Stakeholders of an organisation could include: __. A: owners B: shareholders C: employees D: customers
- 4、 Which of the followings are about marketing ethics issue? 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
- 5、 Which of the followings are potential benefits of an organisation acting in a socially responsible manner? A:Good publicity B:The generation of goodwill C:It can attract future employees. D:It can encourage consumers to support the organisation.
- 6、 A product can be __. A: an idea B: a good C: a service D: a person
- 7、 A brand can be __. 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
- 8、 In marketing, which of the following statements about promotion are correct? 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.
- 9、 Which of the following are marketing activities? A:Accounting B:Personal selling C:Research&Development D:Public relations
- 10、 The traditional 4Ps framework includes __. A: place B: people C: partners D: product
- 1、 An organisation that outsources functions that can be done more efficiently by specialist external providers is shifting those functions from _. 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
- 2、 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 _. A:internal environment B:external environment C:marketing environment D:target market
- 3、 Which of the followings are part of an organisation’s macro-environment? A:Competitive forces B:Technological forces C:Sociocultural forces D:Political forces
- 4、 Which of the followings are examples of an economic macro-environmental force? 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
- 5、 The rising use of social networking sites could be attributed to _. A:sociocultural forces B:technological forces C:legal forces D:economic forces
- 6、 Factors those are beyond the organisation’s direct control, though the organisation may be able to have some influence over them, are _. A:weaknesses B:opportunities C:threats D:strengths
- 7、 Which of the followings are demographic characteristics? A:Age B:Gender C:Ethnicity D:Marital status
- 8、 The macro-environment encompasses _. 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
- 9、 Key environmental factors that marketers need to consider when analysing the marketing environment include political, economic, sociocultural, _ forces. A:technological B:cultural C:legal D:environmental
- 10、 SWOT includes _. A:situation and threats B:strengths and threats C:weaknesses and opportunities D:weakness and opposition
- 1、 The broad influences on consumer behaviour can be categorised as _. A:situational B:psychological C:group D:individual
- 2、 Which of the following would describe an opinion leader from a marketing perspective? A:A person of high standing in the community B:A reference group member who provides relevant and influential advice C:Your one-month-old baby sister D:Media commentators who have a large audience
- 3、 Which of the following purchase situations would likely be described as high involvement in terms of consumer decision-making? A:Weekly supermarket shopping B:The purchase of familiar products C:Infrequently purchase D:The purchase of more expensive products
- 4、 How can a marketer attempt to reduce the likelihood of a purchaser of their product experiencing cognitive dissonance? A:By increasing the price of their product B:By offering bonuses or rebates to be redeemed some time after purchase, to give the purchaser additional value C:It is not possible for a marketer to influence the potential cognitive dissonance of a consumer. D:By ensuring that their products, when used, will meet consumer expectations
- 5、 Which countries below would score lower than Australia or New Zealand on Hofstede’s ‘individualism’ dimension of culture? A:India B:Japan C:United States D:China
- 6、 Which of the following statements regarding subcultures are correct? A:A subculture is a group comprising individuals of similar rank within a social hierarchy. B:A subculture is a group of individuals who share common attitudes, values and behaviours that distinguish them from the broader culture. C:Subcultures are important to marketers when their shopping and purchasing behaviour is significantly different from the reminder of population. D:A hip-pop culture would be an example of a subculture.
- 7、 Which of the following could be a reference group for an individual? A:A work or professional group B:Their family C:Their idols D:Their pets
- 8、 Demographic characteristics include _. A:lifestyle and personality. B:age and income. C:education level and gender. D:race and religious belief.
- 9、 According to Maslow’s theory, which of the following needs would an individual attempt to satisfy before the others? A:Safety B:Financial C:Hunger D:Thirst
- 10、 Which of the following statements are correct? A:Perception is subjective. B:Perception can be particular to an individual. C:Perception is objective. D:Perception can be selective.
- 1、 Juicy buys sugar from a local factory and sells lollies to department stores and supermarkets. Which markets do these transactions take place in? A:Producer markets B:Reseller markets C:Wholesale markets D:Retail markets
- 2、 Institutional markets are distinguished from other business markets by _. A:the fact they do not sell goods. B:the not-for-profit nature of their activities. C:their non-public nature. D:the fact they do not sell services.
- 3、 High-value purchases are relatively common in which business markets? A:Consumer and reseller B:Online and consumer C:Producer and institutional D:Reseller and government
- 4、 Which of the following statements about business-to-business transactions in general are likely to be correct? A:The relationships between buyers and sellers tend to be short term. B:They can be for high volume and high value purchases. C:They can involve regular repeat purchases. D:Price and other conditions of sale can be open to negotiation.
- 5、 Guitars usually have ebony or rosewood fretboards. The demand for ebony and rosewood varies with the demand for guitars. This is an example of _. A: joint demand B: consumer demand C: elastic demand D: derived demand
- 6、 Company A buys glue for use in manufacturing its products from companies B, C and D. Which of the following are unlikely to decrease the amount of glue that Company A demands? A:Company B begins selling glue to consumers. B:Company C increases its glue prices. C:Company D stops producing glue. D:Company E begins buying glue from companies B, C and D.
- 7、 Which of the followings are correct? A:Buyers have the final authority to make business purchasing decisions. B:New task purchases are likely to involve extensive evaluation of options. C:Many businesses use multiple suppliers so they are not overly reliant on any one other business. D:Business purchasing decisions often involve development of a formal product requirement specification.
- 8、 In which of the following business markets are high-volume purchases likely to be a characteristic? A:Reseller market B:Consumer market C:Institutional market D:Government market
- 9、 Which of the following statements are correct? A:Demand for components in business markets mostly tends to be price inelastic. B:Equipment suppliers can take advantage of joint demand by offering ongoing supply of maintenance and consumables. C:A just-in-time approach to taking delivery of components reduces inventory costs, but increases the risk that the production process will be brought to a halt by the shortage of any component. D:While industry demand tends to be inelastic, demand for the business products of any particular company can be elastic.
- 10、 Which steps of the business decision-making process may be omitted for the straight rebuy? A:Problem/need recognition B:Evaluation of options C:Information search D:Post-purchase evaluation
- 1、 Which of the following statements are correct? A:Mass marketing is best suited to situations where buyers have common wants, needs and demands. B:Target marketing is best suited to situations where subgroups in the market can be identified that have similar characteristics. C:Target marketing is best suited to situations where buyers have common wants, needs and demands. D:Customised marketing is best suited to situations where buyers have unique wants, needs and demands.
- 2、 Which of the following statements are correct? A:Mass marketing is an undifferentiated approach to marketing. B:An undifferentiated approach to marketing potentially allows an organisation to achieve economies of scale in production . C:An differentiated approach to marketing potentially allows an organisation to achieve economies of scale in production . D:Mass marketing allows for an organisation to build close relationships with customers.
- 3、 Which of the following would be advantages of a customised marketing strategy? A:Positive word-of- mouth customer referrals B:Building close relationships with a customer C:Customer loyalty D:Potential repeat purchases from the customer
- 4、 Which of the following statements are correct? A:A market segment has distinctive needs, but the members of the segment have similar needs. B:A market segment has similar needs, but the members of the segment have distinctive needs. C:An architect designing a couple’s ‘dream’ home is an example of customised marketing. D:A market segment has distinctive needs, and the members of the segment have distinctive needs.
- 5、 Which of the following statements are correct? A:An organisation following the target marketing concept should target all market segments. B:Different target markets may require a different positioning strategy. C:Market segments should be selected for targeting after an evaluation process. D:Markets can be segmented many different ways using different segmentation variables.
- 6、 Which of the following statements are correct? A:Geographic segmentation variables include climate. B:Targeting geographic areas that have a high number of potential customers may create distribution efficiencies for an organisation. C:Geographic segmentation allows for the segmentation of very small geographical areas, such as a single suburb. D:Geographic segmentation variables include age and gender.
- 7、 Which of the following statements are correct? A:A product, organisation or brand may be able to be repositioned. B:The positioning of an organisation, its product/s and brand/s should be consistently reinforced. C:The positioning of an organisation, its product/s and brand/s should be changed regularly. D:How an organisation wishes to position its product offering to a target market should influence the development of its marketing mix for that target market.
- 8、 Which of the following can influence the market position of an organisation, its products, or its brands in the minds of target consumers? A:Advertising and other promotional efforts B:The customer’s experience of the organisation, product, or brand C:The price of the organisation’s product D:The features of the organisation’s product
- 9、 Which of the following would be considerations for an organisation in evaluating market segments and deciding which to target? A:The ability of the organisation to satisfy the needs and expectations of different market segments B:The potential sales volume and revenues of different market segments C:An understanding and/or analysis of competitors and how their offerings are seen by potential target market segments D:The cost to the organisation of targeting that market segment
- 10、 Which of the following statements are correct? A:Psychographic segmentation variables include consumer personality attributes. B:Psychographic segmentation variables include consumer lifestyles. C:Psychographic segmentation variables include consumer’s benefit expectations of a product. D:Psychographic segmentation variables include consumer brand loyalty.
- 1、 Which of the following statements are correct? A:A service is a product. B:A physical good is a product. C:A service usually involves transfer of ownership. D:A physical good is tangible, a service is intangible.
- 2、 Which of the following statements are correct? A:For many products, as competition increases over time, features that could once have been classified as augmented become expected or even core features. B:The core product comprises the fundamental product benefit that satisfies the consumer’s need or want. C:For some products, support services and guarantees may be at the augmented product level, and for other products, these same features may be at the expected level. D:A product can be a consumer product or a business-to-business product, but not both.
- 3、 For which of the following products is a consumer likely to purchase with little or no engagement in the decision-making process? A:Specialty B:Unsought C:Convenience D:Shopping
- 4、 Convenience products include_________. A: impulse products B: staple products C: emergency products D: business-to-business products
- 5、 Business-to-business products include_________. A: parts and materials B: equipment C: staple products D: services and supplies
- 6、 Which of the following statements are correct? A:Products may be unprofitable in the introduction phase of the product life cycle. B:The stage that a product is at in the product life cycle depends solely on how long the product has been in the market. C:he new product development phase of the product life cycle can involve substantial costs for an organisation. D:In the maturity phase of the product life cycle, sales will most likely peak or start to fall.
- 7、 Which of the following statements are correct? A:Business-to-business products include products that organisations use in the production of other products. B:Business-to-business products include products that organisations use in their daily operations. C:Once a product has reached the maturity phase of the product life cycle, it is not possible to move back to the growth stage. D:Promotional activities to build awareness of a product are most likely to be necessary in the introduction phase of the product life cycle.
- 8、 A brand_________. A: is a collection of symbols B: is a name C: is a slogan D: is a design
- 9、 Which of the following statements are incorrect? A:A trade mark legally registers a brand name or brand mark in order that an organisation may exclusively use it in the market. B:Brand equity is the added value that a brand gives a product. C:Brand equity is determined by the organisation rather than the consumer. D:A customer’s brand loyalty, once established, will never change.
- 10、 Which of the following statements are correct? A:Manufacturer brands are owned by producers and clearly identified at the point of sale. B:Private label brands are owned by resellers (such as wholesalers and retailers). C:Manufacturer brands are the most common type of brand. D:Private label brands are becoming more common.
- 1、 Which of the following factors would be likely to influence an organisation’s pricing decision for its products? A:Production, communication and distribution costs B:Required profitability C:Competitors’ prices D:Customers’ willingness to pay
- 2、 Which of the following statements are correct? A:An exchange of value always involves a monetary transaction. B:Price is a measure of value for buyers. C:Price is a measure of value for sellers. D:Not-for-profit organisations may charge a price for their products.
- 3、 Which of the following statements are correct? A:The unit cost of production of a product may decrease as production quantity of it increases. B:Price cannot be flexible in the short term. C:A product’s price may be set low initially in order to penetrate a market. D:An organisation may adjust its prices at various times of the year to stimulate demand and generate cash flow.
- 4、 Which of the following statements are likely to be incorrect? A:Low-priced, high-volume products are usually sold through selective retail distribution. B:High-price, high-margin specialty brands are usually sold through intensive, convenience distribution. C:Prices are less likely to be in the advertisement. D:Low prices are consistent with a high quality positioning approach.
- 5、 Which of the following assumptions would support McDonald's decision to charge higher prices at their restaurants that are located in lower income suburbs? A: That demand for their product in low income areas is price inelastic. B: That demand for their product in low income areas is price elastic. C: McDonald's believes in demand-based pricing. D: McDonald's doesn't believe in demand-based pricing.
- 6、 Which of the following would likely be flexible cost for an organisation? A:Sales commissions B:Office rent C:Raw materials D:Packaging
- 7、 Which of the following statements are correct? A:Where marginal cost is less than marginal revenue, an organisation can increase profits by selling more units. B:Where marginal cost is more than marginal revenue, an organisation can increase profits by selling more units. C:Where marginal cost is less than marginal revenue, each additional unit sold incurs a loss for the organisation. D:Where marginal cost is more than marginal revenue, each additional unit sold incurs a loss for the organisation.
- 8、 Which of the following would be classified as ‘non-price’ competition? A:Brand image B:Product quality C:Customer service D:Convenience
- 9、 Which of the following statements are correct? A:Price competition is undesirable for a seller unless it has a cost advantage over competitors. B:An organisation choosing to compete on aspects other than price has greater power to decide on the profit margin per unit sold for its products. C:An organisation with low fixed costs and high variable costs could least afford to engage in price competition. D:An organisation with high fixed costs and low variable costs could least afford to engage in price competition.
- 10、 About the cost-plus pricing, which of the following statement are correct? A:It is often used when it is easy to determine the costs of the product. B:It is often the case for large, complex projects such as roads and commercial building construction. C:The seller adds their required profit margin as a dollar amount or percentage to the costs once the project is complete. D:The advantage for the buyer is that they can be assured of the final price they will pay.
- 1、 Which of the following statements are correct? A:Choosing appropriate media makes it possible to aim advertising at potential target markets. B:The choice of media in which to advertise can positively or negatively impact on a brand’s image. C:Public relations campaigns are generally high cost. D:Public relations activities can be used as a tool to combat negative perceptions or events.
- 2、 Which of the following statements are correct? B:An organisation can implement sales promotion strategies to offer extra value to retailers in a bid to increase sales. C:An organisation can implement sales promotion strategies to offer extra value to salespeople in a bid to increase sales. D:An organisation can implement sales promotion strategies to smooth demand.
- 3、 Which of the following are disadvantages of personal selling over other promotional activities? A: The marketing message can be tailored to suit the potential buyer's needs. B: Personal selling is time-consuming. C: Personal selling has a more limited reach. D: Personal selling is relatively expensive.
- 4、 Which of the following statements are correct? A:c. Advertising in newspaper can be effective in reaching niche target markets. B:The overall effectiveness of advertising can be difficult to measure. C:Advertising in magazines can be effective in reaching niche target markets. D:Advertising via television can be effective in targeting a geographically concentrated audience.
- 5、 A public relations campaign could potentially be used by an organisation for which of the following reasons? A:To counter negative publicity B:To generate positive publicity and goodwill C:As part of crisis management D:To build and sustain good relationships with stakeholders
- 6、 Which of the following statements are correct? A: Advertising in newspaper can be effective in reaching niche target markets. B: The overall effectiveness of advertising can be difficult to measure. C: Advertising in magazines can be effective in reaching niche target markets. D: Advertising via television can be effective in targeting a geographically concentrated audience.
- 7、 A public relations professional would likely engage in which of the following activities? A:Event promotion B:Media liaison C:Lobbying D:Product pricing
- 8、 Which of the following statements are correct? A:Loyalty programs reward consumers for the amount they spend. B:Loyalty programs can be a form of consumer sales promotion. C:Loyalty programs are designed to encourage repeat purchases. D:Loyalty programs include signage and displays in stores, and free product trials of demonstrations in stores.
- 9、 Which of the following statements are correct in relation to post-purchase dissonance? A:A consumer feeling they have purchased too much after a shopping trip is an example of post-purchase dissonance. B:A consumer feeling they have purchased what they expected after a shopping trip is an example of post-purchase dissonance. C:A consumer having second thoughts about the wisdom of a product purchase is an example of post-purchase dissonance. D:A salesperson who follows up with a customer after they have made a purchase may be able to reduce that customer’s post-purchase dissonance.
- 10、 Which of the following statements are correct? A:Sponsorship is a public relations tool. B:In return for financial or other support, a sponsor will usually have the right to display or associate their brand name, logo, or advertising with an event or person. C:A sponsor must legally ensure that an event or person they are sponsoring has some form of relationship with their products or activities. D:Consumers are beginning to pay less attention to corporate sponsorships.
- 1、 Intermediaries in a distribution channel can include _. A: wholesalers B: retailers C: industrial distributors D: customers
- 2、 Best Western allows people to book a motel room by contacting them, or via retail travel agents or online services such as wotif.com. Which of the following options best describes this distribution model? A:Direct B:Indirect C:Exclusive D:selectively
- 3、 Which of the following distribution channels are correct? A:Producer, retailer, wholesaler, consumer B:Producer, wholesaler, retailer, consumer C:Producer, agent/broker, consumer D:Producer, consumer
- 4、 Which of the following would be relevant considerations for the location of a retail store? A: Customer access to public transport and public parking available in a potential area. B: Proximity to competitors. C: Proximity to complementary retailers. D: Whether the geographic area contains a significant proportion of their target market demographic.
- 5、 A benefit that retailers offer in the distribution channel is exchange efficiency. This means that _. A: the number of parties that producers and wholesalers must deal with is reduced B: the number of sellers that consumers must deal with is reduced C: the number of parties that producers and wholesalers must deal with is increased D: the number of sellers that consumers must deal with is increased
- 6、 Discount stores are characterised by _. A: high turnover B: high levels of customer service C: low margins D: self-service
- 7、 Which of the followings are forms of direct marketing? A:Telemarketing B:Catalogue marketing C:Door-to-door selling D:Automatic vending machines
- 8、 Which of the following statements are correct? A:Agents and brokers can operate on behalf of buyers. B:Agents and brokers can operate on behalf of sellers. C:Agents and brokers can operate on behalf of both buyers and sellers. D:Agents and brokers can act as intermediaries to connect members of the marketing channel.
- 9、 Which of the following statements are correct? A:Wholesaling does not include transactions with end consumers. B:Wholesalers deal with businesses in the distribution channel. C:Wholesalers tend to deal with large volumes of products in their transactions. D:Wholesalers generally advertise in the mass media.
- 10、 Which of the followings are potential benefits provided by wholesalers? A:A wholesaler can promote and sell a manufacturer’s products to retailers. B:A wholesaler can hold and manage a manufacturer’s inventory. C:A wholesaler can reduce risk when conducting transactions. D:A wholesaler can have bulk buying power with manufacturers and are able to pass on savings to retailers.
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