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.

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.

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.

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