全国2020年10月自考00908《网络营销与策划》真题

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　　　　全国2020年10月高等教育自学考试　　网络营销与策划试题　　课程代码:00908　　1.请考生按规定用笔将所有试题的答案涂、写在答题纸上。1. Candidates are request...

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　　　　全国2020年10月高等教育自学考试

　　网络营销与策划试题

　　课程代码:00908

　　1.请考生按规定用笔将所有试题的答案涂、写在答题纸上。

1. Candidates are requested to use the required pen to paint the answers to all questions on the answer paper.

　　2.答题前,考生务必将自己的考试课程名称,姓名,准考证号用黑色字迹的签字笔或钢笔填写在答题纸规定的位置上。

2. Before answering a question, examiners must fill in their own examination course title, name, signature or pen in black with the reference number at the place specified in the paper.

　　选择题部分

Selecting Part

　　注意事项:

Attention:

　　每小题选出答案后,用2B铅笔把答题纸上对应题目的答案标号涂黑。如需改动,用橡皮擦干净后,再选涂其他答案标号。不能答在试题卷上。

After each sub-question has been selected, blacken the answer number for the corresponding title on the paper with a 2B pencil. If you need to change, wipe it with a rubber, then choose the other answer number. You cannot answer on the quiz.

　　一、单项选择题:本大题共20小题，每小题1分，共20分。在每小题列出的备选项中只有一项是最符合题目要求的,请将其选出。

I, a single option: This subject has 20 sub-topics, one for each sub-topic and 20 for each sub-topic. Only one of the options listed for each sub-topic is the most suitable for the title. >, please select.

　　1.下列属于网络营销与传统营销相同之处的是

1. The following are among the similarities between web marketing and traditional marketing:

　　A.营销对象

A. Marketing targets

　　B.营销媒体

B. Marketing media

　　C.营销目标

C. Marketing objectives

　　D.竞争机制

Competition mechanisms

　　2.下列关于企业开展网络营销的意义描述不正确的是

2. The following is an incorrect description of the significance of the enterprise's network marketing.

　　A.推动企业管理创新

A. Promoting innovation in business management

　　B.帮助企业增加管理层级

B. Helping enterprises to increase management levels

　　C.帮助企业开发网上市场

C. Helping enterprises to develop online markets

　　D.促进企业创新经营模式与手段

D. Promoting innovative business models and tools for enterprises

　　3.以信息单向传递为主要特点的Web 发展阶段是

3. Web, the main feature of which is the one-way transmission of information, is that

　　A. Web 1.0

　　B. web 2.0

　　C. web 3.0

　　D. Web 4.0

　　4.下列不属于网络营销中介的是

4. The following are not network marketing intermediaries:

　　A.消费者

Consumers

　　B.金融机构

B. Financial institutions

　　C.物流配送机构

C. Logistics distribution agencies

　　D.营销服务机构

D. Marketing services

　　5.造成“在平原地区，大型农机具有较大市场;而在山区，小型农机更受欢迎”的网络营销宏观环境是

The macro-environment of the web-based marketing that results in “larger markets for large agricultural machines in plain areas, while in mountainous areas small agricultural machines are more popular” is as follows:

　　A.科学技术环境

A. Science and technology environment

　　B.政治法律环境

B. Political and legal environment

　　C.社会文化环境

C. Socio-cultural environment

　　D.自然地理环境

D. Natural geography

　　6.“当外部环境和内部条件发生变化时，企业应及时调整网络营销战略”，这体现的网络营销战略特点是

“In the event of changes in the external environment and internal conditions, the enterprise should adapt its network marketing strategy in a timely manner”, which is characterized by a network marketing strategy.

　　A.全局性

A. Overall

　　B.灵敏性

Sensitivity

　　C.长远性

C. Long-term

　　D.系统性

D. Systemic

　　7.某企业通过QQ、微信发布调查问卷收集用户信息，该调查方式属于

7. An enterprise collects user information through a QQ and micromail questionnaire, which is part of the survey

　　A.利用E-mail 调查

A. Use of E-mail for investigations

　　B.通过在线访谈调查

B. Through online interview surveys

　　C.利用企业网站调查

C. Using enterprise web site surveys

　　D.利用社交媒体调查

D. Use of social media surveys

　　8.在一个完整的网络市场调查报告中，“产品供求形势分析”一般放在报告的

In a complete web market survey report, “product supply and demand situation analysis” is generally included in the report.

　　A.引言部分

Introduction

　　B.正文部分

B. Main part

　　C.结论部分

C. Concluding part

　　D.附件部分

D. Annex

　　9.“每一个网络消费者的需求都呈现出较强的差异性，他们可根据其个性特点在全世界范围内寻找并购买产品”，这反映的网络购物特征是

“The needs of every consumer of the Internet are more varied, and they can search for and purchase products worldwide according to their individual characteristics”, which reflects the characteristics of Internet shopping:

　　A.追求消费个性

A. The pursuit of consumer identity

　　B.移动化倾向

B. Mobile tendencies

　　C.注重技术应用

C. Focus on technology applications

　　D.购物导向多元

D. Pluralistic shopping

　　10.“人们对使用网络进行购物的态度”指的是

“People's attitude towards the use of the Internet for shopping” means

　　A.网购接受度

A. Net purchase acceptance

　　B.网络消费者的忠诚度

B. Network consumer loyalty

　　C.网上购物感知风险

C. Online shopping perception risks

　　D.消费者关注个人隐私的程度

D. The extent to which consumers are concerned about their privacy

　　11.京东由最早主营3C电子产品拓展到经营多类产品，这种策略属于

The strategy is to expand from the first major 3C electronics product to a multi-type product.

　　A.产品线延伸策略

A. Product-line extension strategies

　　B.新产品开发策略

B. New product development strategies

　　C.扩大产品组合策略

C. Strategies for expanding the product mix

　　D.缩减产品组合策略

D. Reducing the product mix strategy

　　12.大众点评经常开展集赞活动，即消费者推荐某个活动给朋友后，可以获得大众点评的优惠券，这种促销方式属于

12. The popular pedagogic campaign, in which consumers recommend an event to their friends, allows them to obtain a popular peddling coupon, is a form of promotion.

　　A.会员制营销

A. Membership marketing

　　B.病毒式营销

B. Viral marketing

　　C.网络人员推销

C. Network sales

　　D.站点销售促进

D. Site sales promotion

　　13.企业在进行搜索引擎优化时，关于关键词选择说法正确的是

13. When enterprises perform search engine optimization, it is correct to say that the key word selection is

　　A.关键词越长越好

A. Keywords should be as long as possible

　　B.关键词越特殊越好

The more special the keywords are, the better.

　　C.关键词越宽泛越好

C. The broader the keyword, the better

　　D.关键词与主题越相关越好

D. Keywords are as relevant as possible to the theme

　　14.在一对一营销方式中，“对客户资料进行分析以便制定有针对性的营销对策”所属的步骤是

In a one-to-one marketing approach, the steps involved in “the analysis of customer information for the development of targeted marketing responses” are:

　　A.识别客户

A. Customer identification

　　B.获取客户

B. Access to clients

　　C.客户差别化

C. Client differentiation

　　D.实现双向沟通

D. Achieving two-way communication

　　15.下列属于客户行为信息的是

15. The following information pertaining to client behaviour:

　　A.消费者访问间隔时间

A. Consumer-visiting intervals

　　B.消费者的性格特征

B. Consumer character characteristics

　　C.消费者的受教育情况

C. Consumer education

　　D.消费者的出生日期

D. Date of birth of the consumer

　　16.很多用户来到网站时都首先访问的页面称为

The first page that many users visit when they come to the site is called

　　A.页面访问路径

A. Page access path

　　B.访问最多页面

B. Maximum access to pages

　　C.最热门着陆页面

C. Hottest landing page

　　D.最热门退出页面

D. Hottest exit page

　　17.用户低频率低时长使用某App，说明了

17. The user uses an App for a low frequency for a long time, which explains

　　A.用户黏性高，对App依赖度高

A. High stickyness of users and high reliance on App

　　B.用户黏性不高，对App依赖度不高

B. Lack of user stickyness and reliance on App

　　C.用户黏性不高,对App依赖度较高

C. Users are less sticky and more dependent on App

　　D.用户黏性较高，对App依赖度一般18.广告展示量反映了

D. High levels of user stickyness and reliance on App generally 18. Advertising displays reflect

　　A.广告的投放量

A. Advertisements

　　B.广告着陆页加载效率

B. Advertisement landing page loading efficiency

　　C.广告所在媒体的访问热度

C. Access to the media in which advertisements are placed

　　D.广告对网民的吸引程度

D. Attraction of advertising to the Internet

　　19.下列属于“搭建数据沉淀平台获取数据”的方式是

The following forms belong to the “building data deposition platform for data capture”:

　　A.终端采集

A. Terminal collection

　　B.数据购买

B. Data purchase

　　C.客户端采集

C. Client collection

　　D. ID认证追踪体系

D. ID certification tracking system

　　20.企业如果想做到在正确的时间把产品推荐给正确的人，最常使用的分析方法是

The most commonly used method of analysis is for companies to be able to recommend products to the right people at the right time.

　　A.关联分析

A. Linkage analysis

　　B.分类分析

B. Classification analysis

　　C.聚类分析

C. Cluster analysis

　　D.时间序列分析

D. Time series analysis

　　二、多项选择题:本大题共5小题，每小题2分，共10分。在每小题列出的备选项中至少有两项是符合题目要求的，请将其选出，错选、多选或少选均无分。

II, multiple options: This subject has five sub-topics, two minutes for each sub-topic, and ten points for each sub-topic. At least two of the options listed for each sub-theme meet the requirements of the topic. Please select them, and there will be no points for error, multi-selection or under-selection.

　　21.下列对于网络营销盈利模式描述正确的有

21. The following is a correct description of the net marketing profit model:

　　A.只服务少量大客户

A. Services only to a small number of large clients

　　B.关注“小利润大市场”

Focus on “small profit markets”

　　C.“长尾效应”冲击“二八原则”

C. “Long-tail effects” impact “principles two and eight”

　　D.只依靠当次销售直接盈利

D. Reliance on direct profit from current sales only

　　E.可以通过迁回途径获取间接收益

E. Indirect gains through relocation