110年 - 110 國立中山大學_碩士暨碩士專班招生考試_行銷傳播所/乙組:管理學#105686

科目：研究所、轉學考(插大)-管理學 | 年份：110年 | 選擇題數：12 | 申論題數：4

試卷資訊

所屬科目：研究所、轉學考(插大)-管理學

選擇題 (12)

1.替代效果指的是? (A)在其他條件不變時,對應於某一個價格,在一定期間內,消費者「願意」且能夠購買的商品數量。 (B)如果價格低,消費者願意購買的數量會增加。如果價格高,消費者願意購買的數量會減少 (C)當消費者購買力發生變動時,所產生需求量改變的效果。 (D)因物品(與勞務)間相對價格變動,引起消費者用比較便宜的去替代比較貴的,以致改變物品需求量的關係。

2.企業社會責任不包括 (A) Fair trade (B) Salary raise(C) Environmental sustainability (D) Employee quality of life

3 從資源基礎理論來看,公司策略管理重視專有性與持久性的核心資源。下列何者為非? (A)資源愈持久,所擁有的價值愈低。 (B)資源愈持久,所擁有的價值愈高。 (C)資源的稀少性、不易被取代性、不易模仿性可以讓公司具有競争優勢。 (D)資源的稀少性、不易被取代性、不易模仿性令公司有為顧客提供重要利益的技能。

4.合資指的是? (A)合併公司間彼此原為原料的相互供應者,具有產銷之上下游關係,將公開市場的交易行為內部化。 (B)合併兩家或以上的生產同類產品或從事同類業務的公司。 (C)建立第三家公司(子公司),為共同參與者(有投資的母公司)的利益來營運。 (D)將獨立營運之一部或全部之營業讓與既存或新設之他公司,而由既存公司或新設公司以股份、現金或其他財產支付予該公司或其股東作為對價之行為。

複選題
5.組織變革的類型包含 (A)擬定新的公司目標,要求全公司同仁一定要達到目標之企業文化變革。 (B) 撤换行銷長的策略性變革。 (C) 重新設計組織扁平化、協調、控制幅度等策略性變革。 (D) 跟員工說明應該學習新科技等人員變革。

6. Customer-based brand equity (CBBE) is_________? (A) the differential effect that brand knowledge has on consumer response to the marketing of that brand. (B) requires repeatedly exposing consumers to the brand as well as linking the brand in consumer memory to its product category and to purchase, usage and consumption situations. (C) about attributes and benefits of the brand, or attitudes toward it. (D) represent the highest level of brand associations, reflect consumers' overall evaluations of a brand and, consequently, often determine their behavior toward it.

7. Building a strong brand involves (A) spending much money on marketing. (B)creating strong, favorable, and unique brand associations (C) using a mental map to represent all associations and responses consumers have regarding the brand.(D) selecting a familiar-sounding name for a brand to lead to high recallability.

8. Pricing strategy can affect consumer perceptions of a brand's position in its product category and of its overall quality. Many firms now employ value pricing, in which a brand's price is based on considerations of_________ (A) brand position in the mind of customers. (B) product quality, product costs, and product prices that satisfy consumer needs as well as the profit goals of the firm. (C) product scarcity that makes people perceive limited quantities as more precious and valuable. (D) X product quality that meets consumer needs (wants) and gives customer satisfaction.

9. What are the differences between search engine optimization (SEO) and pay-per-click (PPC)? (A) PPC is organic. It is a form of advertising that drives traffic. SEO guarantees that the ads appeared at the top of the page, above the listings influenced by PP( C ) (B) SEO refers to the search results of a search engine that can be influenced by paid advertising. PPC results are ranked according to the advertising fee. (C) PPC is a form of advertising that drives traffic. Paid ads appear at the top of the page, above the organic listings influenced by SEO. (D) Organic search refers to the search results of a search engine that cannot be influenced by paid advertising. SEO results are ranked according to the advertising fee.

10. Which of the following is an important lesson from the Tylenol crisis? (A) Recall is the most important activity in a crisis. (B) Customer satisfaction can increase brand loyalty. (C) Value-based brand can restore public confidence and brand image. (D) Good crisis communication with media is the most important key in crisis management.

11. According to the transformational theory, transformational leaders_______. (A) have active and positive exchanges with followers whereby followers were rewarded or recognized for accomplishing agreed upon objectives. (B) focus on the needs of the follower and helps them to become more autonomous freer and knowledgeable. (C) possess intelligence, attractiveness, self-confidence, and charisma. (D) raise the motivation and morality of both the follower and the leader. They engage in interactions with followers based on common values, beliefs and goals.

12._________is the current value of an amount of money to be received at a future date based on a specified investment rate. (A) Present value (B) Future cash flows (C) Discounted cash flows (D) Present investment return

申論題 (4)

(1)在人際互動、工作場域、人才招募、組織管理、政治選舉、行銷、廣告、銷售、服務業等諸多領域,只要涉及對他人的判斷,都可見「吸引力刻板印象」之作用。請先根據上述文章, 說明何謂「吸引力刻板印象」,以及為什麼會產生「吸引力刻板印象」。(10分)

(2)吸引力刻板印象雖然是形成決策时快速又簡單的線索,但其實亦是一種偏見,試以行銷管理之觀點,說明如何基於消費者的「吸引力刻板印象」來擬訂有效的行銷策略,以及在運用上有甚麼需要注意的地方嗎?(10分)

(3)過去研究多肯定高度吸引力的相貌所帶來的優勢,但近期越來越多研究探索是否可能存在「令人不快的美」,或是嘗試證實相貌之美並非萬能,可能在部分情況下,效果會產生反轉,需釐清其作用侷限。請試著舉出在什麼情境下,美感溢價(beautypremium)的效果可能會消失?並嘗試結合過去所學習過的理論來解釋之。(10分)

2.COVID-19(新冠肺炎)全球肆虐,被視為「二戰以來最嚴重的全球危機」,且疫情仍未見趨緩。據美國約翰霍普金斯大學統計,美國新冠病毒確診統計人數截至2021年1月1日已逾2010萬人,去年12月有超過77萬人喪生;紐約時報報導,英國自去年12月8日發現變種新冠病毒後,截至目前為止,包括英國在內已有33個國家發現變種病毒,且專家們認為變種病毒已經蔓延,影響20歲以下成年人更鉅；台灣也從1月開始採取更加嚴格的邊境管制。這波比SARS傳播更廣、影響更矩的疫情,伴隨著的封城、停工、各國的入境管制,對經濟發展造成莫大衝擊。嚴重威脅健康與經濟的疫情當前,在前所未有的混亂、社會瀰漫著不安,以及消費者行為的胚變下,企業品牌宜如何回應,此時該傳遞什麼樣的訊息?如何進行行銷溝通?以塑造品牌價值。請舉一個真實的品牌個案為例,說明該品牌對消費者做了什麼樣的行銷溝通,或推出什麼行銷活動,並分析這樣操作的可能成效,提出你的個人見解。(20分)