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2022长江雨课堂-创业101(在线课程-双创)测验考试答案

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Final Exam -期末测验

1.单选题(1分)

Whatisthesinglenecessaryandsufficientconditionforabusiness?关于一项营业来说,哪一项是充要前提?

AAstrong,comprehensivebusinessplan.一个强有力且全面的贸易方案

BAninvestorreadyandexcitedtosupportthebusiness.一个筹办好并乐于帮忙的投资者

CAnextremelyexperiencedmanagementteam.一个有经历的办理团队

D

Noneoftheabove.以上都不准确

准确谜底:D

2.单选题(1分)

Primarycustomerresearchis:初期客户研究是指:

AReadingmarketresearchreports阅读市场研究陈述

B

Speakingdirectlywithcustomers间接和客户扳谈

CReadingaboutcustomersinthirdpartysources从第三方领会客户

DStudyingthecompetition研究合作

准确谜底:B

3.单选题(1分)

Marketsegmentationis:市场细分是:

APlantohiresalesstaff招募销售人员的方案

BAnalysisofcompanymarketingprograms公司市场营销项目阐发

C

Categorizationofmarketsandendusersforaproduct对产物的市场和末端用户的分类

DMarketentrystrategy市场进入战略

准确谜底:C

4.单选题(1分)

Howmanymarketsshouldastartupinitiallyattack?草创公司应主动进军几个市场?

A0

B

1

C2-3markets,forthisnumberisbothmanageableandhasmorepotentialthanjustattacking1market.2-3个市场,因为那个数量既是可行的也比只进军一个市场要更有潜力。

DMorethan3markets,sothatdemandforthestartup'sproductsisfullysatisfied.3个以上市场,如许才气充实满足草创企业产物的市场需求。

准确谜底:B

5.单选题(1分)

在那节课中我们讨论了定义市场的三种情形。

Inthiscoursewediscussedthreeconditionsthatdefineamarket.

WhichisNOToneoftheconditions?下列哪一个不是三种情形之一?

A

Thecustomersliveinthesamegeographicarea.生活在统一片天文区域中的消费者。

BThecustomersbuysimilarproducts.购置类似产物的消费者。

CThecustomershaveasimilarsalescycle.有着不异销售周期的消费者。

DThere'swordofmouthbetweenthecustomers.互相之间口口相传的消费者。

准确谜底:A

6.单选题(1分)

WhatisthebestdescriptionforaDecision-MakingUnit,basedonwhatyou'velearnedinthecourse?按照你在此次课中所学的常识,下列哪一项是对决策单元的更佳描述?

AYourstartup'smanagementteam.你的草创公司的办理团队。

BThepersonwhosesignatureisonapurchasecontractwithyourcompany.在和你的公司采购合同上签字的人。

C

Theindividual(s)whodecidewhetherthecustomerwillbuyyourproduct.决定消费者能否会购置你的产物的人。

DNoneoftheabove.以上都不是。

准确谜底:C

7.单选题(1分)

WhatisthegoalofcreatinganEndUserProfile?成立末端用户介绍的目的是什么?

ATounderstandallthepossiblewaysthatyourproductcouldbeused.大白产物所有可能的用处。

BTounderstandhowyourstartupcouldcost-effectivelynavigatetofollow-onmarketsfromthebeachheadmarket.使你大白你的草创公司能够如何从登岸市场动手,为接下来的市场开发停止事半功倍的引导。

C

Tocreateadescriptionofanarrowlydefinedsubsetofenduserswithsimilarcharacteristicsandsimilarneeds.通过类似的特点和需求对末端用户群体停止细化描述。

DNoneoftheabove.以上都不是。

准确谜底:C

8.单选题(1分)

WhatisthelevelofspecificitythatyouneedtostriveforwiththeEndUserProfile?你需要在末端用户介绍上到达什么样详尽水平?

ADemographicfactorssuchasage,location,ethnicity,profession.Otherfactorscouldbeeffectivelydeducedfromdemographicfactors.年龄、地域、种族、职业等生齿因素。其他因素能够从生齿因素中有效地推导出来。

BPrimarilyonmotivationalfactorssuchaswhatmotivatestheenduserandwhy.Afterall,yourgoalistomotivatetheendusertouseyourproduct,sothefocusonmotivationalfactorsissufficient.次要是鼓励因素,好比说如何鼓励末端用户以及为什么。总之,你的目的就是去鼓励末端用户来利用你的产物,所以着眼于鼓励因素就足够了。

C

Acomprehensivespectrumofdemographic,behavioral,andmotivationalfactors.包罗生齿、行为和鼓励因素在内的一系列全面因素。

DTheEndUserProfileshouldbespecifictoapointwhereyouaredealingwithadistinctlyuniqueenduserthatisentirelydifferentfromeveryoneelse.末端用户介绍应着眼于一个与其他任何人都差别的奇特的末端用户。

准确谜底:C

9.单选题(1分)

WhatisaPersonainthecontextofthiscourse?什么是本课程提到的人物画像?

AAdescriptionofanidealemployeeforyourstartup.你的草创公司的抱负员工。

BAdescriptionofanidealco-founderwhocomplementsyourskillswell.能与你的技能互补的结合开创人。

C

ThePersonaisanEndUserwhobestexemplifiesapotentialcustomerwhowillpaythelargestamountofmoneyforyourproposedsolution.例证了能为你提出的处理计划付出更高价款的潜在消费者的一个末端用户。

D

ThePersonaisanEndUserwhobestexemplifiesyourEndUserProfile.更好地例证了你的末端用户介绍的一个末端用户。

本题得分:0分

准确谜底:D

10.单选题(1分)

WhyshouldyouwanttodevelopagoodPersonaprofile?你为什么应该要开发一小我物画像?

ATohaveastrongideaofwhatpotentialco-foundersoremployeestoattract.获得应吸引如何的潜在结合开创人或员工的设法。

BToestimatethepotentialprofitmarginyouwillgeneratefromservingthePersona.预算出办事那小我物画像办事能带来的潜在收益鸿沟。

CTousethebeachheadPersonafordevelopmentofmarketingplansforfollow-onmarkets.利用登岸市场的人物画像来开发接下来的市场。

D

Tomakeyourtargetenduserand/orcustomerconcreteandunambiguous.来让你的目的末端用户和/或消费者愈加详细明晰。

准确谜底:D

11.单选题(1分)

TheTAMequals:TAM等于

ANumberofcustomersservedbyyourcompetitionmultipliedbythemarketvalueofthecompetitors.你的合作敌手的客户数量乘以合作敌手的市值。

BThenumberofendusersmultipliedbythehighestamountofdollarsthatthemostwillingenduserwillpayforyourproduct.末端用户数量乘以末端用户愿意出的更高价。

CThenumberofendusersmultipliedbytheamountofrevenueyouwillgeneratefromeachuseronanannualbasis,discountedbytherisk-freeinterestrate.末端用户数量乘以你一年中从每个用户身上缔造的由零风险利率贴现的资产。

D

Thenumberofendusersmultipliedbytheamountofrevenueyouwillgeneratefromeachuseronanannualbasis.末端用户数量乘以你一年中从每一个用户身上缔造的资产。

准确谜底:D

12.单选题(1分)

ThereasonyouestimateyourTAMis:预算TAM的原因是

ATofindagreatnumbertomakeinvestorsexcitedaboutyourstartup.得到一个很高的数额来吸引投资者。

BTofindagreatnumbertomakeA+employeesexcitedaboutjoiningyourstartup.得到一个很高的数额来吸引员工参加你的草创公司。

CAandBabove.A和B。

D

Tohaveareasonableestimatearoundwhichyoucouldprudentlyplantomanageyourstartup'slimitedresources.得到一个合理的数值,在此根底上你能够隆重地做出一个办理草创公司有限资本的方案。

准确谜底:D

13.单选题(1分)

ATotalAddressableMarket,orTAM,sizeestimateof$1billionandupusuallypointsto:超越10亿美圆的TAM凡是意味着:

AShrewdlyselectedbeachheadmarketthatfocusesyourstartup'sscarceresourcesonthebigger(ratherthansmaller)marketopportunities.将你的草创公司有限资本集中在更大(而非更小)的市场时机上的登岸市场。

B

Insufficientlyspecificenduserprofile.不敷详细的末端用户介绍。

CInaccurateTAM,usuallybecauseofamistakewiththeenduservariable.由错误的末端用户变量招致的禁绝确的TAM。

DInaccurateTAM,usuallybecauseofamistakewiththerevenuevariable.由错误的资产变量招致的禁绝确的TAM。

准确谜底:B

14.单选题(1分)

AgoodrangeforyourTAMforyourbeachheadmarketisusually:你的登岸市场的TAM的合理范畴是:

A5millionto20million5百万美圆到2万万美圆

B

20millionto100million2万万美圆到1亿美圆

C500millionto1billion5亿美圆到10亿美圆

D$1billionandup10亿美圆以上

准确谜底:B

15.单选题(1分)

TAM估量应该在市场细分之后登岸市场选择之前完成。若是你都不晓得潜在市场的TAM,你怎么能拍着胸脯说你选择了准确的登岸市场?

TAMestimatesshouldbedonerightaftermarketsegmentationandpriortotheselectionofthebeachheadmarket.Howcanyoubeconfidentthatyouselectedthatrightbeachheadmarketifyoudon'tknowtheTAMofthepotentialmarkets?

Discuss.讨论以上概念。

AVeryconstructivecriticism,whichshouldleadtoarevisionofthemethodologypresentedinthecourse.十分有建立性的攻讦,那应该据此修订在本课程中介绍的办法。

BConstructiveobservation,butthisapproachwouldbeimpracticalbecauseitwouldrequirealotmoreinvestmentinresearchandwouldthereforedelaytheall-importantproductdevelopmentprocess.建立性的定见,但那种办法是不实在际的,因为它会需要更多的研发投入,因而将推延所有重要的产物开发过程。

CCompletelyincorrect.TAMestimatesshouldonlybedoneafterthefirstrevenueisbooked.WithoutactualrevenueanyTAMestimateisunreliable,notusefulandthereforenotworththetimeinvestment.完全不准确。TAM估量只应在第一笔收入进账后完成。没有现实收益的任何TAM估量是不成靠的,没有用的,因而不值得花时间投资。

D

Thesizeofthemarketisfarfrombeingthemostimportantcriterioninthedecisiontoselectaparticularbeachheadmarket.市场的大小在选择登岸市场中远不是最重要的尺度。

准确谜底:D

16.单选题(1分)

课程初期我们给出了描述如何让消费者群体变得同量的三个尺度。Earlierinthecoursewepresentedthethreecriteriathatdescribewhatmakesagroupoftargetcustomershomogeneousenough.

WhichisNOToneofthecriteria?下列哪一项不是尺度之一?

AThetargetcustomersinthegroupexperiencesimilarneeds.群体中的目的客户有着类似的需求。

B

Thegroupwillremainintactforalongenoughtimeforyoutodesignaproductanddeliverit.该群体在你设想产物投放市场的那一段时间内能连结完好性。

CYouareabletodeliveryoursolutiontothetargetcustomersatrelativelythesamecosttoyou.你能够以相对来说差不多的成原来把你的处理计划传达给你的目的客户。

DThetargetcustomerswillbuyyoursolutionatrelativelythesameprice.目的客户会以相对来说差不多的价格来购置你的处理计划。

准确谜底:B

17.单选题(1分)

你能够靠几个因从来编排你从初期市场研究中获得的数据。以市场特征为例。Thereareseveralfactorsbywhichyoumayarrangedataobtainedthroughprimarymarketresearch.Marketcharacteristicsareanexample.

Whatismeantbymarketcharacteristicsinthiscontext?什么是市场特征?

AThesizeofthemarket.市场的大小。

BTheappetiteofventurecapitaliststofundstartupsinthismarket.风投为那个市场中的草创公司投资的欲望。

C

Aspectsofthismarketthatwouldhinderorpromotetheadoptionofyourproduct.可以障碍或促进你的产物被承认的市场方面的因素。

DNoneoftheabove.以上都不是。

准确谜底:C

18.单选题(1分)

Whatapproachshouldyouuseinpursuingyourprimarycustomerresearch?在停止初期客户研究时你应该利用什么办法?

AAdvocacymode:findasmanyprospectivecustomersaspossibleandtellthemhowamazingyourproductis.Makesuretogetasmanysign-upsasyoucan,sothatyourlistofbetausersisconstantlygrowing.宣传体例:找到尽可能多的潜在客户并尽可能并告诉他们你们的产物是多么的棒。确保获得尽可能多的注册量就能够了,如许你的测试版的用户列表还在不竭增长。

B

Inquirymode:youdonothaveananswerforyourcustomer.Beunbiased,getpeopletotalkandlisten.查询体例:您没必要为您的客户一个回答。你需要连结中立,让人们扳谈,并倾听。

CConclusionvalidation:inyourmarketsegmentationmakeconclusionsaboutwhoarethebestcustomersforyourproduct.Gooutandfindthesecustomersandfocusyoursalespitchonthem.结论验证:在你的市场细分中总结出谁是你的产物的更佳的客户。走进来找到那些客户,并把他们做为你推销的重点。

DReputationvalidation:makesureyourfindingsaresubstantiatedbythoseofprestigiousmarketresearchfirms.Yourfindingsareinvalidwithoutthese.诺言验证:确保你的发现是由有名的市场调研公司证明过的。若是没有的话,你的成果是无效的。

准确谜底:B

19.单选题(1分)

Whydowesuggestthat,inchoosingyourbeachheadmarket,youshouldlookforamarketthatisconsistentwiththevalues,passions,andgoalsofthefoundingteam?我们为什么建议你在选择登岸市场时,要寻找与开创团队有着一致的价值、激情和目的的市场?

A

Becausecommitmentisessentialforsuccessfulentrepreneurship,andcommitmentwouldbehardtoobtainwhenyourvalues,passions,andgoalsdivergefromthatofyourventure.因为许诺关于胜利创业是必不成少的,而且当你的价值不雅,激情和目的与你创业有不合时,许诺将很难获得。

BBecausethiswayyou'llbeableto"exit"yourstartupatthefastestrate.因为用那种办法你能够以最快的速度“退出”你的草创公司。

CBecauseyouneedtoknowyourvaluesinordertoproduceamissionstatementforyourstartup.因为要想为你的草创公司做一个任务陈说,你需要晓得你的价值。

DAlloftheabove.以上全数。

准确谜底:A

20.单选题(1分)

在讨论若何选择你的登岸市场时,我们提出了几个问题让各人司考,此中一个是,“有没有固有的合作来阻遏你?”

Inthediscussionofhowtoselectyourbeachheadmarket,wepresentedseveralquestionsforyoutoconsider.Oneofthemwas,"Isthereentrenchedcompetitionthatcanblockyou?"

Whatismeantbythatquestion?那个问题意味着什么?

AYoushouldstayawayfromcompetitivemarkets.你应该远离合作市场。

BYoushoulddefinitelytryandattackthemostcompetitivemarkets,becausethat'swherethere'sthemostmoney.Butyoushouldthinkbeforehandabouthowyouwouldcombatthecompetition.你绝对应该测验考试进击合作最剧烈的市场,因为那才是能赚最多钱的处所。但你应该事先想好如何才气对于如许的合作。

CThere'sasubstantialdifferencebetweencompetitionthatisentrenchedandcompetitionthatisnotentrenched.Youshouldfeelconfidenttoentermarketswherecompetitionisnotentrenched.固有的合作和非固有的合作之间有素质区别。你应该有自信心去进入没有固有合作的市场。

D

Youshouldseriouslyanalyzeyourcompetitors'strengthsfromthecustomer'sviewpoint(notyourviewpoint).Youshouldalsoaskwhetherthecompetitioncouldpreventyoufromstartingabusinessrelationshipwiththecustomer.Thequestionisalsointendedtoprovokethoughtonhowyouwouldstandoutfromthecustomer'sperceivedalternatives.你应该从客户的角度(不是你的角度)认实阐发你的合作敌手的优势。你也应该问问本身如许的合作能否能障碍你与客户的营业关系开展。那个问题也用来点拨你想一想要如何从客户面临的多个选择中脱颖而出。

准确谜底:D

21.单选题(1分)

停止市场细分,选择登岸市场,设想末端用户形象的目标是Thegoalofconductingmarketsegmentation,selectingabeachheadmarket,andprofilingtheenduserforthebeachheadmarketis:

A立即起头设想一个产物Toimmediatelystartbuildingaproduct.

B找到最小的可能的市场,那里草创企业底子没有合作Tofindthenarrowestpossiblemarketwherethestartupwillfacenocompetitionatall.

C找到更大的市场,草创企业能够更大化投资的回报Tofindthelargestpossiblemarketforthestartupsoastomaximizereturnoninvestment.

D

能有有效地运用自下而上的办法预期TAM,而且设想一个好的可持续交易的营业TobeabletoeffectivelyestimateTAMusingaBottomsUpapproach,andprofilethePersonaaroundwhomyou'llstartbuildingagoodandsustainablebusiness.

准确谜底:D

22.单选题(1分)

你在停止市场细分,你的结合开创人对此感应怠倦,和你说:“到什么地步我们才气停行市场细分呢?”You'redoingmarketsegmentationforyouridea.Yourco-founder,tiredfromthewholeprocess,approachesyouandasks,"Untilwhatpointdoweneedtocontinuesegmentingmarkets?"

你该答复:Youshouldrespond:

A曲到我们找到一个我们实正喜好的市场Untilwe'vefoundonemarketwereallylike.

B曲到我们采访了至少10个潜在客户Untilwe'veinterviewedatleast10prospectivecustomers.

C曲到我们很清晰的晓得,没有更多的应用市场,不管花多久时间Untilitisabsolutelyclearthattherearenootherapplicationsforouridea,nomatterhowmuchtimethisisgoingtotake.

D

曲到我们找到几个很有前景的市场,目的客户买类似的产物,有类似的销售周期和口碑Untilwe'vefoundseveralpromisingmarketsinwhichtargetcustomersbuysimilarproducts,havesimilarsalescycles,andhaveword-of-mouthbetweenthem.

准确谜底:D

23.单选题(1分)

企业家新手们不该该测验考试估量市场的大小。他们没有预估市场规模的经历而且可能犯严峻的错误。更好的选择是从声誉优良的市场陈述里借鉴市场规模的数量。First-timeentrepreneursshouldnoteventrytoestimatethesizeoftheirmarket.Theydonothaveexperiencesizingmarketsandwillpotentiallymakeseriousmistakes.Itismuchbettertodrawthemarketsizenumberfromreputablemarketresearchreports.

A准确True

B

错误False

准确谜底:B

24.单选题(1分)

在若何选择登岸市场的讨论中,我们提出了几个问题供你考虑。此中之一是,“你能否能供给整个产物?”Inthediscussionofhowtoselectyourbeachheadmarket,wepresentedseveralquestionsforyoutoconsider.Oneofthemwas,"Canyoudeliverthewholeproduct?"

那个问题意思是什么?Whatismeantbythatquestion?

A问题询问您能否能够以不异的价格供给该产物的任何将来开发版给客户。Thequestionaskswhetheryoucandeliverallfutureversionsoftheproducttothecustomeratthesameprice.

B那个问题问你能否有后勤才能,交付你的产物给客户的位置。Thequestionaskswhetheryouhavethelogisticalcapabilitiestophysicallydeliveryourproducttothecustomer'slocation.

C那个问题问你的产物能否可以立即向客户供给利用。Thequestionaskswhetheryoucanmakeyourproductimmediatelyavailabletothecustomer.

D

那个问题问你的产物能否全面地处理客户的问题,或者能否需要为领会决客户的问题添加此外工具到您的产物。Thequestionaskswhetheryourproductholisticallysolvesthecustomer'sproblemorwhetheryouwouldneedtocreateadditionstoyourproductinordertosolvethecustomer'sproblem.

准确谜底:D

25.单选题(1分)

末端用户形象是:AnEndUserProfileis:

A你的产物的经济买方的描述Theprofileoftheeconomicbuyerofyourtheproduct.

B一个关于你的产物的特点的综合描述,列举所有你的产物能够被利用的体例。Acomprehensivedescriptionofthefeaturesofyourproduct,detailingallthepossiblewaysinwhichyourproductcouldbeused.

C

一个去利用你的产物的人的全面概略。Acomprehensiveprofileofthepersonwhoisgoingtobeusingyourproduct.

D一个列举特定的产物决策单位的曲线图。Agraphdetailingthedecision-makingunitforaparticularproduct.

准确谜底:C

26.单选题(1分)

在创业过程中,登岸市场是指:Inentrepreneurship,theconceptofthebeachheadmarketrepresents:

A一旦草创企业已经在一个市场确立了本身的定位的一个后续的市场Afollow-onmarketoncethestartuphasalreadyestablisheditselfinonemarket

B

第一个进入,并寻求主宰的市场;一个延伸到后续市场的市场Thefirstmarkettoenterandseektodominate;amarketfromwhichtoextendintofollow-onmarkets

C更高CAGR(复合年均增长率)的市场ThemarketwiththehighestCAGR(compoundannualgrowthrate)

D更低CAGR(复合年均增长率)的市场ThemarketwiththelowestCAGR(compoundannualgrowthrate)

准确谜底:B

27.单选题(1分)

一个创业者向一个投资者游说:Anentrepreneurpitchesabusinesstoaninvestor:

“从久负盛名的研究机构的市场陈述显示,在美国有100万人经常戴棒球帽,我会缔造一个更时髦的棒球帽。我的方案将第一年获得1%的市场份额。若是每小我一年买2棒球帽,我们将在第一年销售200万的棒球帽。若是我们卖给他们每个25美圆,仅第一年将有5000万美圆的销售额,还有良多的生长空间。”"Marketreportsfromprestigiousresearchfirmssuggestthatthereare100millionpeopleintheUnitedStateswhoregularlywearbaseballcaps.I'llcreateamorefashionablebaseballcap.Myplanwillbetoget1%marketshareinthefirstyear.Ifeachpersonbuys2baseballcapsayear,wewillsell2millionbaseballcapsinthefirstyear.Ifwesellthemfor25each,wewillhave50millioninsalesinthefirstyearalone,withlotsofroomtogrow."

评价那个企业家的逻辑Evaluatetheentrepreneur'slogic.

A他的估量是守旧的。企业家是谦善,应该期望获得超越1%的市场占有率。Theestimatesareconservative.Theentrepreneurisbeingmodestandshouldexpecttogainahighermarketsharethan1%.

B每年2棒球帽,似乎有点夸大。2baseballcapsperyearseemslikeanexaggeration.

C此中的逻辑是对的,但需要企业家的订价模子停止进一步的阐发。Thelogicissound,butfurtheranalysisoftheentrepreneur'spricingmodelisrequired.

D

此中的逻辑是幼稚的,不是目的客户为导向。Thelogicisnaiveandnottargetcustomerdriven.

准确谜底:D

————————————————————————————

那门课完好测验谜底30,要买才加

买之前查对后续标题问题能否对应,对的上再来买

 

28.单选题 (1分) 谜底保留胜利

为什么集中在一个登岸市场是重要的?Why is it important to focus on one beachhead market?

A 专注于一个登岸市场其实不重要。It's NOT important to focus on one beachhead market.

B 你的草创企业有一个更好的时机成立一个强大的市场地位。Your startup has a better chance of establishing a strong market position.

C 你的草创企业有一个更好的时机博得市场诺言。Your startup has a better chance of gaining market credibility.

D B和C。Both B and

29.单选题 (1分) 谜底保留胜利

在登录市场的部门,我们提出六条尺度为您选择登岸市场。

In the section on the beachhead market, we propose six criteria for choosing your beachhead market.

 

以下哪个不是尺度之一?Which is NOT one of the criteria?

 

A 客户能否对你的草创企业有品牌认知?Does the customer have brand recognition of your startup?

B 客户能否有资金来付出你的产物?Does the customer have money to pay for your product?

C 客户能否有一个强有力的理由来购置你的产物?Does the customer have a strong reason to buy your product?

D 能否有既有合作阻遏你?Is there entrenched competition that could block you?

30.单选题 (1分) 谜底保留胜利

最严酷的估量你的总目的市场(TAM)的办法是:The most rigorous way to estimate your Total Addressable Market (TAM):

A 自上而下阐发:确定一个高度出名的市场研究陈述。利用该陈述中提出的市场规模数量。那是你的TAM。Top Down Analysis: Identify a highly reputed market research report. Use the market size number presented in the report. This is your TAM.

B 自下而上来阐发:开发合适市场的最末用户形象。确定有几最末用户存在于市场。把你期望每年从每个最末用户上获得的收入乘以最末用户的数量。该成果是TAM。Botton Up Analysis: Develop the end user profile for the market. Identify how many end users exist in that market. Multiply the number of end users by the amount of revenue you expect to generate from each end user per year. The product is the TAM.

C 估量并计算次要合作敌手的收入。加一个没有在阐发中包罗的合作者的额外比例。总和就是你的TAM。Estimate and calculate revenue generated by main competitors. Add an estimated percentage to account for the revenue from competitors not included in the analysis. The sum is your TAM.

D 把你的登岸市场和一个数据是可用的比力类似的市场比照。创建一个敏感性阐发,并从比力中揣度TAM。Compare your beachhead market to similar markets where data is available. Create a sensitivity analysis and deduce TAM from the comparables.

31.单选题 (1分) 谜底保留胜利

为什么你需要在你已经停止了市场细分,并确定了潜在的末端用户之后构造一个末端用户画像?Why do you need an End User Profile after you've already conducted market segmentation and indicated potential end users?

A 若是你已经做了彻底的市场细分,没有需要做一个最末用户模子。It's not necessary to do an End User profile if you've done market segmentation thoroughly enough.

B 在那个阶段你需要一个最末用户画像,因为你正在筹办销售和营销方案。最末用户模子应该纳入方案。You need an End User Profile at this stage because you're close to preparing a sales and marketing plan. The End User Profile should feed into the plan.

C 即便你已经在你的市场细分摸索到潜在的最末用户,有可能目的最末用户仍是有很大多样性。There is likely to still be a lot of variety among your target end users, even after you've explored potential end users in your market segmentation.

D 你需要一个最末用户画像,因为你需要在后续市场伊始停止潜在末端用户评估。You need an End user Profile because you need to start evaluating prospective end users in follow-on markets.

32.单选题 (1分) 谜底保留胜利

专注于末端用户形象也能够使你和你的团队:Focusing on the End User Profile also allows you and your team to:

A 以目的顾客为起点,使公司到达对目的顾客的认知同一Build alignment around the target customer with the understanding that you're developing your company from the customer up.

B 造定关于最末用户在临近市场的结论。Develop conclusions about end users in adjacent markets.

C 从面临面合作的市场占有率中预算你的销售额。Estimate your sales from the market share you will gain vis-a-vis your competition.

D 以上都不是。None of the above.

33.单选题 (1分) 谜底保留胜利

你的最末用户形象的重要副产物是“反用户形象” -当你专注于一个特定的市场,你放弃的那些末端用户。The important by-product of profiling your persona is the understanding you develop about the "Anti-Persona" – the target end user you deselect from your pursuit, while you focus on one specific market.

讨论Discuss

 

A 反用户形象对草创公司来说是一个危险的概念。当你还在力争上游地得到您的第一个客户群的时候,你不该该造定反用户形象。Anti-Persona is a dangerous notions for startups.  You should not be developing notions of anti-customers while you're still scrambling to get your very first group of customers.

B 打消选择对创业者去专注的干事是至关重要的Deselection is essential to the entrepreneur's ability to focus.

C 反用户形象是一个不错的主意,但应始末有前提处置。你应该随时筹办好,当反用户形象可能会成为你的用户模子。Anti-Persona is a good idea, but should always be treated conditionally. You should be always ready for when your anti-persona may become your persona.

D 重要的是要晓得你的反用户形象。从素质上讲,反用户形象等同于的杰弗里•摩尔的消费痴钝阶层的概念。一旦你确定你的用户形象,你应该招募你的人物角色测验考试和转换反用户xx。It is essential to know your Anti-Persona. Essentially, Anti-Persona equates to Geoffrey Moore's concept of the Late Majority. Once you identify your Persona, you should recruit your Personas to try and convert Anti-Personas.

34.单选题 (1分) 谜底保留胜利

获得付费客户的重要警告是什么?What is the one caveat to the all-important goal of getting a paying customer?

A 没有警告,那是一个板上钉钉的规则。There are no caveats. This is an iron-clad rule.

B 你需要有一个能够出卖的商品,不然,付费客户会不耐烦而且要求退款。You need to have a product to sell. Otherwise, the paying customer will grow impatient and request his/her money back.

C 你也想有一种优良而且可持续的生意。不是每个付费客户都能确保那样。You also want to build a good and sustainable business. Not every paying customer ensures that.

D 你需要确保每个付费客户成为回头客。不然,所有用来获取客户的勤奋都是白搭。You need to make sure that the paying customer becomes a repeat purchaser. Otherwise, all the effort spent on getting the customer is wasted.

35.单选题 (1分) 谜底保留胜利

更好的产物是The best product is:

A 更便宜的产物The cheapest product.

B 有最多特色的产物The product with the most features.

C A和B A and B together.

D 更好地处理顾客的问题的产物。The product that best solves the customer's problem.

36.单选题 (1分) 谜底保留胜利

Rafael,MIT语言学专业博士生,研发了一套语言处置的新手艺。他的室友,计算机专业的博士生,建议他那是纠错编程的抱负东西。Rafael的团队成员是MIT国际象棋俱乐部的成员,并兼职做科技文章的编纂,他认为那项新手艺将引领出书界的革命。Rafael的女友在哈释教西班牙语,她对峙认为那项新手艺在外语教学范畴更受欢迎。

Rafael很兴奋,决定创业。他去见Bill Aulet,希望能在寻找投资人方面得到一些建议。

 

Rafael告诉Bill,那项手艺用处普遍,他想立即找投资人。他将用得到的投资开发三种产物满足三项差别的用处:软件开发,出书和语言教学。

 

他接着说合作越来越剧烈了—他晓得Caltech的某个小组要公开类似的语言处置的研发功效了。因而,以最快的速度攻占尽可能多的市场是势在必行的。

 

Rafael, a PhD student in linguistics at MIT, invents a new language processing technology. His roommate, a computer science PhD student, suggests to him that the technology is ideal for debugging software code. Rafael's teammate from the MIT chess club, who works part-time editing scientific articles, believes that the technology will revolutionize publishing. Rafael's girlfiend, who teaches Spanish at Harvard, insists the technology's killer app is in foreign language teaching.

 

Excited, Rafael is determined to start a company. He asks to meet Bill Aulet to get advice on finding investors.

 

Rafael explains to Bill that the technology is so versatile that he wants to start meeting investors immediately. He would use the funds to build three products for three different applications: software development, publishing, and language teaching.

 

He adds that competition is heating up – he knows of a similar group at Caltech that's about to disclose its language processing inventions. Therefore, it is imperative to attack as many markets as possible and as quickly as possible.

 

Bill应该建议Rafael如何做呢?What should Bill advise Rafael to do?

 

A 筹集比估计多得多的资金,因为面对庞大的开展机遇,不应浪费时间。Raise even more money than initially desired because the opportunity is so immense that there's no time to waste.

B 立即召集MIT工程师免费开发那三种差别的产物,做为回报将Rafael公司的股权分给他们。Rafael能够省去见投资人和说服他们的时间,而且Rafael和他的开发团队可以保有更多的公司所有权。然后去MIT斯隆商学院,召集更优秀的商科学生为三个产物造定市场营销方案。Immediately recruit MIT engineers to build the three different products for free in return for equity in Rafael's company. This would save Rafael time from having to meet and convince investors and would protect more ownership for Rafael and his founding team. Then walk over to the MIT Sloan School of Management and recruit the best business students to develop marketing plans for the three products.

C 以上两个选项都做。Both of the above.

D 以上两个选项都不做。Neither of the above

37.单选题 (1分) 谜底保留胜利

Saewon将要从MIT媒体尝试室结业。此前她在末生幼儿园组做研究时,爱上了玩具造做。Saewon is about to graduate from the MIT Media Lab. During her time there she conducted research at the Lifelong Kindergarten group where she fell in love with making toys.

她决定创业,为3-5岁的幼儿造做玩具。意识到孩子是最末用户(孩子玩儿玩具),家长是付费客户(家长付钱),她决定将产物开发过程定位为造做家长会喜好的玩具。She decides to start a company that would make toys for children that are 3-5 years old. Realizing that children are the end users (that is, they use the toys) and parents are the customers (that is, they pay for toys), she decides to focus her product development on creating toys that parents would love.

 

评价Saewon产物开发的决策。Evaluate Saewon's product development decision.

 

A 很贤明。她晓得钱从哪里赚、从哪里取。Smart. She knows where the money is and goes after it.

B 她应当开发玩具店会喜好的玩具,因为如果玩具店不喜好就不会进货,家长们也就不成能晓得那些玩具的存在。She should focus on making toys that toy stores will love, because if stores don't like the toys, they won't stock them and parents won't even know these toys exist.

C 她应当采纳收集手段,为家长和孩子们造做更廉价的玩具。She should instead pursue an online strategy to make the toys cheaper for parents and children.

D 她应当起首存眷最末用户,因为可持续的贸易形式离不开必然数量的最末用户群体。She should focus on the end users first, because a sustainable business is unlikely without a committed group of end users.

38.单选题 (1分) 谜底保留胜利

Justin是MIT斯隆商学院的学生。为了进修新技能,他自学了造做iPad应用法式,还在罗德岛设想学院修了暑期课程。间隔结业还有一个学期,他想创业。他还开发了产物-一个iPad应用软件,使查邮件的体验愈加愉悦。Justin is a student at the MIT Sloan School of Management. In an effort to expand his skill set, he taught himself how to make iPad apps and took summer courses at the Rhode Island School of Design. He is a semester away from graduation and wants to start a company. He even created a product – an iPad app that makes the experience of using email more pleasant.

他晓得创业需要团队,他想拉同窗Mike做配合开创人。Mike很猎奇,看了那个app的测试版后,他问Justin,“那个app的最末用户是谁?”Understanding that entrepreneurship is a team sport, he wants to recruit his classmate, Mike, to join him as co-founder. Curious, Mike looks at the beta version of the app and asks Justin, "Who is the end user for this app?"

 

Justin答复:“那不是利基产物。人人都用邮件,我们的客户是所有利用邮件的人。无论在哪里销售,都能找到承受的客户。所以我们只要找到成本更低的营销渠道就好了。”Justin responded, "We are not a niche product. Everyone uses email. Therefore, our end user is anyone who uses email. Wherever we advertize, we'll find a welcome audience. So we should just find the cheapest advertising channels and go there."

 

评价Justin的答复。Evaluate Justin's response.

 

A 他是对的-邮件确实是遍及的体验。问“谁是最末用户”如许的问题是隐恶扬善。He's right – email truly is a universal experience. Asking questions such as "Who is your end user?" is nitpicking.

B 某种水平上是对的。邮件是遍及的体验,Justin有需要开展台式机客户因为不是所有人都有iPad。Somewhat right. Email is a universal experience, so it's important for Justin to develop a desktop client because not everyone has an iPad.

C 某种水平上是对的。但他应当专注于特定的国度或地域,如许才没必要立即将app翻译成多国语言。Somewhat right, but he should focus on a particular country or world region, so that they don't have to localize the app into many different languages at once.

D 以上都不合错误。None of the above.

39.单选题 (1分) 谜底保留胜利

Mike又接着问Justin,“你认为市场有多大?你预算过市场规模么?”Mike then asked Justin a follow-up question, "How big do you think this market is? Have you estimated it?"

Justin答道:“市场显然是绝对够大。谷歌是全球更大公司之一,供给Gmail软件。我们没必要实正去计算市场规模。只要对准个庞大市场,做出一番成就,我们就会获得庞大胜利。”Justin replied, "It's clear that the market is absolutely huge. Google offers Gmail and is one of the world's largest companies. We don't really need to estimate the market size. Just make something great for a large market and you'll be sure to hit the jackpot."

 

评价Justin的逻辑。Evaluate Justin's logic.

 

A 完全准确。他给出了目的范畴的大公司的例子,有说服力。足以证明市场十分大。Spot on. He does have strong examples of very large companies in the space that he is targeting. This is enough evidence to know that the market is huge.

B 原则上准确,但更好领会Gmail为谷歌缔造了几收入。Correct in principle, but it would be a good idea to know how much revenue Gmail generates for Google.

C Justin准确与否无所谓,只要风投者认为市场很大就没问题。It does not matter whether Justin is right or wrong as long as venture investors perceive the market as very large.

D 逻辑错误。Justin的逻辑只要在他和潜在合作者一样,为同样的最末用户群体供给完全不异的产物时才成立。Flawed logic. Justin's argument would work if he was offering exactly the same product to the exactly the same group of users as his potential competitors.

40.单选题 (1分) 谜底保留胜利

Becky是MIT的学生,造造了新一代的3D打印机,用墨更少,也愈加耐用。Becky, a student at MIT, invents a new generation 3D printer. It is cheaper, uses less ink, and lasts longer than existing alternatives.

Becky决心操纵那项创造创业,颠末查询拜访,她发现一些行业已经在利用3D打印机,如医疗保健、航空航天、建筑和教育行业。Deciding to convert her invention into a company, Becky does some research and realizes that many different industries already use 3D printers - industries such as healthcare, aerospace, architecture, and education.

 

她决定选择航空航天行业做为登岸市场。那是她想到的更大登岸行业。而且,客户群的数量起码:美国的波音(Boeing)公司,欧洲的空客(Airbus),和其他国度的几个公司。Becky的逻辑是:进入航空航天范畴,我们不需要花大量时间见许多差别的客户,也不需要浪费资本雇佣一堆销售人员。目的公司的数量不多,有些公司的总司理就是MIT的校友。航空航天是个大财产,我们会接到大票据。公司的收入表看起来会心旷神怡。She decides to focus on the aerospace industry as her beachhead. It's one of the biggest industries on her list. Additionally, it has the shortest list of customers: Boeing in the U.S., Airbus in Europe, and several others around the world. Becky's logic is this: by going after the aerospace industry, we don't have to spend much time meeting many different customers, and don't have to spend resources hiring a lot of sales people. There are only a few companies, and MIT alums are executives at many of them. And because this is a very large industry, we'll get large contracts. Our company's income statement will look very healthy."

 

评价Becky的决定Evaluate Becky's decision

 

A 除了市场规模和客户数量外,还有许多选择登岸市场的因素。There are many more factors that go into selecting your beachhead market than market size and number of customers in that market.

B 此逻辑完全准确:我们不想在逃逐客户上多花时间,而希望在每个客户身上多赚钱。The logic is spot on: We all want to spend less time chasing customers and make more money per customer.

C 听起来很有逻辑,但比起航空航天行业,她的话更适用于医疗保健行业,因为那是个更大的市场。Sound logic, but it applies better to the healthcare industry because it's a bigger industry than aerospace.

D 以上都不准确None of the above

41.单选题 (1分) 谜底保留胜利

Amanda and her Thyme team are very excited about the meeting scheduling app that they are building. They've thoroughly gone through their market segmentation, selected their beachhead market, and developed their end user profile.

Amanda 和她的Thyme团队关于他们正在开发的会议调度应用感应十分兴奋。他们已经彻底完成了他们的市场细分,登岸市场选择以及最末用户特征描述。

 

But when they estimated their TAM, they found that the TAM equaled zero.

 

但是当他们预算市场规模的时候,他们发现市场规模是零。

 

What explains that TAM estimate by Thyme?

 

若何解释Thyme预算的市场规模?

 

A They did not find a single user who would want their product. So the end user variable equalled zero, which led to a TAM of zero. 他们没有找到一个想用他们产物的客户,所以最末用户变量为零,也就招致了市场规模是零。

B They realized that their revenue recognition period extended further than 120 days, which is beyond the current financial calendar. 他们意识到他们的收入确认时间超越了120天,那超出了目前财政上规定的时间点。

C They are offering their product to their beachhead users for free. 他们为登岸市场用户免费供给产物。

D Their beachhead TAM does not equal zero. 他们的登岸市场规模其实不为零。

42.单选题 (1分) 谜底保留胜利

Amanda hires you as a consultant to decide whether Thyme should enter the beachhead market when its TAM equals zero.

Amanda 雇佣你做为参谋来决定Thyme能否应该在登岸市场规模为零的时候进入登岸市场。

 

What is the best advice that you can give her from what you've learned in this course?

 

通过你从本门课程中所学到的,你能给她的更好的建议是什么?

 

A Do NOT enter this market. There are no circumstances under which it could make sense to enter such a market. Why intentially go into inevitable bankruptcy? 不要进入那个市场。没有适宜的外部情况包管进入如许一个市场是合理的。为什么成心走向不成制止的破产?

B Consider entering this market. Not all companies are meant to do an IPO. Some companies are meant to be acquired. Thyme is one such company. Therefore, the TAM estimate is unimportant. 考虑进入那个市场。不是所有的公司筹算上市,有些公司就是必定会被收买。Thyme就是如许的一家公司。因而,市场规模预算是不重要的。

C There may be strategic consirations that warrant entry into such a market. Such considerations include the ability to open other, larger markets through that beachhead market, or the access to a highly valued group of users. 可能出于战略性考量进入如许一个市场。如许的考量包罗有才能通过登岸市场开辟其他更大的市场,或者获取更有价值的客户群。

D It does not matter what your initial TAM is, as long as your users love your product. 你最后的市场规模有多大其实不重要,只要你的用户喜好你的产物。

43.单选题 (1分) 谜底保留胜利

In the process of their primary customer research and the development of their End User Profile, an MIT student team identifies a person who perfectly fits their End user Profile.

在他们的前期客户调研和最末用户特征描述过程中,一个MIT的学生团队发现一个十分婚配他们的最末用户特征的人。

 

One of the team members suggests that the team explore the possibility of bringing on that end user as an employee or even co-founder.

 

团队中的成员之一建议将那名最末用户开展成为他们的员工以至结合开创人。

 

Discuss in the context of what you've learned in this course.

 

按照你从本门课程中学到的内容停止讨论。

 

A It's a bad idea to bring an end user onto the team early, because that person will focus the company's direction too narrowly, thereby limiting the company's flexibility. 将最末用户引入早期团队不是个好主意。因为那小我所存眷的公司开展标的目的过于狭隘,会限造公司的灵敏性。

B You may bring on that end user as an employee, but do not give the employee decision-making authority to prevent the possibility outlined in 你能够将那个最末用户变成雇员,但是不要给他做决定的权力,以避免A中所述的情况发作。

C It's a huge advantage if someone who fits the End User Profile is on your team from the beginning. The depth of understanding you will then have about your customer will be a critical factor in your success. 若是在最后阶段你的团队中有契合最末用户描述特征的人长短常有优势的。你将会对你的客户有深切的领会,那将是你胜利的重要因素。

D Consider bringing on the end user as an employee, but definitely not as co-founder to make sure that you preserve enough equity for the original founders. 能够考虑将最末用户变成雇员,但是绝对不要开展为结合开创人,以包管为最后的公司开创人留有足够的股权。

44.单选题 (1分) 谜底保留胜利

Sanjay is an entrepreneur who graduated from MIT fifteen years ago. He studied mechanical engineering at MIT and dreamed of becoming a professor. But the allure of Wall Street was just too much. He joined Goldman Sachs and in his fifteen years at the firm made a remarkable career.

Sanjay是一个创业者,15年前从MIT结业。他在MIT进修机械工程并梦想成为一名传授。但是来自华尔街的诱惑其实太大。他参加了Goldman Sachs而且在那里工做了15年,成就了不凡的事业。

 

The long hours and lack of flexibility finally exhausted Sanjay's passion for finance. He retired and opened his own business – a Ferrari dealership in Boston. He had met many wealthy people as a banker and knew that many of them wanted a local Ferrari dealership.

 

但是在Goldman Sachs公司工做时间长且毫无灵敏性,最末使Sanjay失去了对财务的兴趣。他解雇了工做起头了本身的事业——成为一家位于波士顿的法拉利经销商。他以一个银里手的身份和良多富人接触,得知他们傍边的良多人都希望有一个本地的法拉利经销商。

 

It's 5pm on the opening day. Sanjay is excited, but concerned. He hasn't had a single visitor yet. Suddenly, an Audi A4 arrives at the dealership. Turns out, Sanjay's MIT classmate Anant, who had heard of the opening in the local newspaper, came to visit and congratulate.

 

如今是开张日的下战书五点。Sanjay十分兴奋但也很忧愁。他还没有迎来一个顾客。突然,一辆奥迪A4停在了店门外。本来是Sanjay在MIT的同窗Anant,他在本地的报纸上看到了Sanjay开张的动静,特来造访恭喜。

 

Anant also wondered if Sanjay could fix the Audi, offering to pay the same margin that Sanjay expects on maintenance of Ferraris.

 

Anant还问Sanjay能不克不及补缀奥迪,他能够付给Sanjay和维修法拉利一样的代价。

 

Sanjay is unsure. On the one hand, he finally has a customer, which is important. On the other hand, fixing Audis isn't the focus of the dealership.

 

Sanjay不太确定。一方面,他末于有了一个客户,那对他来说很重要。另一方面,维修奥迪并非他的存眷点。

 

What should Sanjay do?

 

Sanjay应该怎么做呢?

 

A Agree to fix the Audi at the rate Anant offered. A paying customer is a paying customer. 同意以Anant供给的代价维修奥迪。付费客户究竟结果是付费客户。

B Agree to fix the Audi, but charge a higher margin to compensate the Ferrari mechanics for switching to a completely different vehicle maker. 同意维修奥迪,但是因为转换到一个完全差别的汽车造造商,所以应收取更高的费用来抵偿法拉利机械师们。

C Thank Anant for thinking of him, but tell him that this is a Ferrari dealership and that Sanjay needs to focus on his target customer. 感激Anant想到了他,但是告诉他那是一个法拉利的经销商,Sanjay需要存眷他的目的客户。

D None of the above. 以上都不合错误。

45.单选题 (1分) 谜底保留胜利

合作阐发的次要对象是( )。 Competitive analysis of the main object is ( )

A 全数市场的合作者 All competitors in the market

B 全行业的合作者 Competitors across the industry

C 商圈内的合作者 Competitors in the business circle

D 同类合作者 Competitors in the industry

46.单选题 (1分) 谜底保留胜利

在创业的草创阶段,创业者最次要的需求起首是处理( )问题。 In the start-up stage, the primary demand of entrepreneurs is to solve ( ) problems first

A 资金 money

B 项目 projects

C 保存 survive

D 手艺 technique

47.单选题 (1分) 谜底保留胜利

创业公司产物市场推广效果的权衡尺度是( )。 The measure of the marketing effectiveness of startup products is ( ).

A 告白投入量和笼盖面 Advertising input and coverage

B 营销推广的精准水平 The accuracy of marketing promotion

C 品牌的时长渗入率 The length of the brand's duration

D 告白投入和产出比例 The proportion of advertising input and output

48.单选题 (1分) 谜底保留胜利

创业公司中的更大风险是( )。 The biggest risk in startups is ( ).

A 市场的变革 Market change

B 融资的成败 Financing success or failure

C 决策机造的合理性 The rationality of decision-making mechanism

D CEO的小我才能和本质 The personal ability and quality of the CEO

49.单选题 (1分) 谜底保留胜利

在客户关系办理里,下列情况中不是客户忠实的表示有( )。 In customer relationship management, customer loyalty is not shown in the following situations ( ).

A 对企业的品牌产生感情和依赖 It creates emotion and dependency on the brand of the enterprise

B 反复购置 Repeat purchase

C 即便碰到对企业产物的不满意,也不会向企业赞扬 Even if you are not satisfied with the enterprise products, you will not complain to the enterprise

D 有向身边的伴侣保举企业的产物的意愿 Have the intention to recommend the products to your friends

50.单选题 (1分) 谜底保留胜利

在客户关系办理里,关于客户价值的阐发与评价,常用的“二八原理”指的是( )。 In the customer relationship management, the analysis and evaluation of customer value, the commonly used "principle of the twenty-eight principle" refers to ( ).

A VIP客户与通俗客户凡是呈2:8的比例散布 VIP customers usually have a 2:8 proportional distribution

B 企业利润的80%或更高是来自于20%的客户,80%的客户给企业带来收益不到20% 80% or more of the company's profits come from 20% of its customers, and 80% of its customers bring in less than 20% of its profits

C 企业的内部客户与外部客户的分部比例是2:8 The ratio of internal customers to external customers is 2:8

D 企业利润的80%是来自于80%的客户,20%的客户给企业带来20%的收益 80% of the company's profits come from 80% of its customers, 20% of its customers bring 20% of its profits

51.单选题 (1分) 谜底保留胜利

客户关系办理营销战略胜利施行的关键是( )。 The key to successful implementation of CRM marketing strategy is ( )

A 挖掘潜在客户 Explore potential customers

B 留住低奉献客户 Retention of low contribution customers

C 连结客户忠实度 Maintain customer loyalty

D 培育负值客户 Cultivating negative customers

52.单选题 (1分) 谜底保留胜利

企业与客户接触间接渠道的根本形式是( )。The basic mode of direct access to business and customers is ( )

A 消费者——中间商——消费者 Producers - middlemen - consumers

B 消费者——消费者 Producer - consumer

C 中间商——消费者 Middlemen - consumers

D 消费者——中间商 Producer - middleman

53.单选题 (1分) 谜底保留胜利

客户满意度和忠实度之间的关系,表示最为慎密的是( )。 The relationship between customer satisfaction and loyalty is the most intense ( ).

A 行业合作剧烈的企业客户关系 Industry competition fierce enterprise customer relations

B 尝尝客户积分方案的企业客户关系 Try customer loyalty programs for corporate customers

C 推出成本/门槛高的企业客户关系 Introduction of high cost/threshold corporate client relationships

D 专利手艺产物企业客户关系 Customer relations of patent technology products

54.单选题 (1分) 谜底保留胜利

企业施行客户关系办理的最末目标是( )。 The ultimate goal of enterprise implementation of customer relationship management is ( ).

A 掌握客户的消费动态Grasp the customer's consumption dynamics

B 针对客户的个性化特征供给个性化办事,极大化客户的价值Personalized service for customers, maximization of customer value

C 做好客户办事工做Good customer service

D 尽可能多的搜集客户信息Gather as many customer information as you can

55.单选题 (1分) 谜底保留胜利

权衡有效商机的尺度是( )。The standard for measuring effective business opportunities is ( ).

A 德律风沟通过的商机Opportunities for phone communication

B 客户有明白的方案和预算Customers have clear plans and budgets

C 通过活动获得的商机Business opportunities through activities

D 客户公司谋划的商机Business opportunities for client companies

56.单选题 (1分) 谜底保留胜利

市场细分的前提是( )。 The premise of market segmentation is ( ).

A 顾客需求的差别性Differences in customer needs

B 合作剧烈Competition is fierce

C 企业面临卖方市场Enterprises face the seller's market

D 产物的同量性The homogeneity of the product

57.单选题 (1分) 谜底保留胜利

企业将整体市场做为目的市场,推出一种商品,施行一种营销组合,以满足整体市场某种配合需要的目的市场战略是( )。The company is targeting the overall market as the target market, launching a product and implementing a marketing mix to meet the target market strategy of some common market in the whole market ( ).

A 集中性目的市场战略Centralized target market strategy

B 聚焦战略Focusing on the strategic

C 无差别性目的市场战略No difference target market strategy

D 总成本事先战略Total cost leadership strategy

58.单选题 (1分) 谜底保留胜利

市场细分化是根据( )的差别对市场停止的划分。Market segmentation is based ( )on the difference in the market.

A 买方The buyer

B 卖方The seller

C 产物products

D 中间商middlemen

59.单选题 (1分) 谜底保留胜利

从本企业某产物的客户占该产物所有客户的百分比称为( )。The percentage of all customers of a product from this enterprise is referred to as ( ).

A 客户忠实度Customer loyalty

B 客户选择性Customer selectivity

C 客户渗入率Customer permeability

D 价格选择性Price selectivity

60.单选题 (1分) 谜底保留胜利

需求是指人们有才能购置并愿意购置某个(种)详细产物的愿望,也就是说,需求可暗示为( )。Demand means that people have the ability to purchase and are willing to purchase a specific product, which means that demand can be expressed as ( ).

A 欲望 需要desire require

B 需要 购置力require The purchasing power

C 欲望 购置力desire The purchasing power

D 欲望 人数desire Number of people

61.单选题 (1分) 谜底保留胜利

( )差别的存在是市场细分的客不雅根据。( ) the existence of difference is the objective basis of market segmentation.

A 产物products

B 价格price

C 需求偏好Demand preference

D 细分segmentation

62.单选题 (1分) 谜底保留胜利

某城镇企业造定了当期利润更大化那必然价目的,则它必需充实领会( )。When a town enterprise has set the price target for the current profit maximization, it must fully understand ( ).

A 现金流量The cash flow

B 投资回报率Return on investment

C 需乞降成本Requirements and costs

D 市场占有率Market share

63.单选题 (1分) 谜底保留胜利

如某企业的市场占有率为30%,其三个更大的合作者市场占有率别离为20%、12%、8%,则该企业的相对市场占有率为( )。If the market share of an enterprise is 30%, the market share of its three largest competitors is 20%, 12% and 8% respectively. The relative market share of the enterprise is ( ).

A 15%

B 50%

C 75%

D 80%

64.单选题 (1分) 谜底保留胜利

成立末端用户介绍的目的是( )。 The goal of creating an End User Profile is( ).

A 大白产物所有可能的用处 To understand all the possible ways that your product could be used

B 使你大白你的草创公司能够如何从登岸市场动手,为接下来的市场开发停止事半功倍的引导 To understand how your startup could cost-effectively navigate to follow-on markets from the beachhead market

C 通过类似的特点和需求对末端用户群体停止细化描述 To create a description of a narrowly defined subset of end users with similar characteristics and similar needs

D 以上都不是 None of the above

65.单选题 (1分) 谜底保留胜利

以下哪一项不是施行思维风暴法的留意事项( )。Which of the following is not a matter of mind storm?

A 鼓舞专家自在憧憬Encourage experts to think freely

B 主持人积极参与The host actively participates

C 组织者延迟评判Organizers defer judgment

D 掌握会议节拍Hold the rhythm of the meeting

66.单选题 (1分) 谜底保留胜利

客户开发人员潜在客户的办理次要是从( )与重要性两方面动手。The management of potential customers of customer developers mainly starts from ( ) and importance.

A 紧迫性The urgency

B 预见性predictability

C 超前性advanced

D 盈利性The for-profit

67.单选题 (1分) 谜底保留胜利

下列选项中,暗示客户满意度超出期望的是( )。The following options indicate that customer satisfaction exceeds expectations ( ).

A 感知办事>预期办事Perceived service> expected service

B 感知办事<预期办事Perceived service<expected service

C 感知办事=预期办事Perceived service = expected service

D 感知办事≤预期办事Perceived service ≤ expected service

68.单选题 (1分) 谜底保留胜利

不克不及做为客户不满意查询拜访的信息获取渠道的是( )。Information that cannot be accessed as a customer dissatisfaction is ( ).

A 现有客户Existing customers

B 潜在客户Potential customers

C 已失去客户Lost customer

D 合作者客户Competitor customer

69.单选题 (1分) 谜底保留胜利

( )是客户与企业关系起头到完毕的整个客户生命周期的轮回中,客户对企业的间接奉献和间接奉献的全数价值总和。( ) is the total value of the direct contribution and indirect contribution of the customer to the enterprise in the cycle of the customer's life cycle beginning to the end.

A 客户末身价值Customer lifetime value

B 缔造价值To create value

C 获取价值Capturing value

D 让渡价值Delivered value

70.单选题 (1分) 谜底保留胜利

客户期望的办事量量能够用( )来暗示。The expected service quality of the customer can be represented by (   ).

A 公司价值The value of the company

B 客户让渡价值Customer transfer value

C 客户忠实度Customer loyalty

D 客户关系价值Customer relationship value

71.多选题 (2分) 谜底保留胜利

控造客户流失的对策有( )。Competitive analysis of the main object is ( ).

A 停止全面量量办理Conduct total quality management

B 区分招致客户流失的原因,并找出哪些能够改良的处所Distinguish the reasons that lead to customer churn and find out what can be improved

C 存眷差别群体的客户流失率,构成差别客户群体的流失率散布图To focus on the customer turnover rate of different groups, and to form the flow rate distribution of different customer groups

D 增进与客户的沟通Improve communication with customers

72.多选题 (2分) 谜底保留胜利

客户忠实给企业带来的效应包罗( )。The benefits of customer loyalty include ( ).

A 持久订单Orders for a long time

B 回头客Repeat customers

C 额外的价格Extra price

D 优良的口碑Good reputation

73.多选题 (2分) 谜底保留胜利

客户忠实度最重要的影响因素有( )。The most important factor in loyalty is ( ).

A 垄断monopoly

B 满意satisfaction

C 愉悦pleasure

D 相信Confide in

74.多选题 (2分) 谜底保留胜利

有效市场细分的根本要求有( )。The basic requirements for efficient market segmentation are ( ).

A 可权衡性Measurable sex

B 价值性The value of sex

C 可抵达性Can reach sexual

D 相对的不变性Relative stability

75.多选题 (2分) 谜底保留胜利

下列属于市场细分对企业营销带来的利益有( )。The following are the benefits of market segmentation to enterprise marketing ( ).

A 有利于发现市场时机Good for discovery market opportunities

B 有利于掌握目的市场的特点It is helpful to grasp the characteristics of target market

C 有利于造定市场营销组合战略Facilitate the development of marketing mix strategies

D 有利于进步企业的合作能有利于节省成本费用It is beneficial to improve the competition of enterprises to save cost

76.多选题 (2分) 谜底保留胜利

下列属于有企业在市场定位过程中的做法有( )。The following are some of the practices that companies have in the process of market positioning ( ).

A 要领会合作产物的市场定位Understand the market positioning of competitive products

B 要研究目的客户对该产物各类属性的重视水平To study the importance of target customers to the various attributes of the product

C 要选定本企业产物的特色和奇特形象We should select the characteristics and unique image of our products

D 要避开合作者的市场定位Avoid competitors' market positioning

77.多选题 (2分) 谜底保留胜利

以下前提中,企业能够考虑通过低价实现市场占有率进步的有( )。In the following conditions, enterprises may consider the possibility of increasing market share through low prices ( ).

A 市场对价格反响痴钝The market is slow to respond to price

B 消费与分销的单元成本会随消费经历的积累而下降The unit cost of production and distribution will decrease with the accumulation of production experience

C 市场对价格高度敏感The market is highly sensitive to price

D 产物量量优良Excellent product quality

78.多选题 (2分) 谜底保留胜利

下列价格形式中属于区分需求订价的有( )。The following price forms are divided into ( ).

A 公园门票对某些社会成员赐与优惠Park tickets offer discounts to some members of society

B 在节假日或换季时举行“大甩卖”等活动During the holiday or season, there are "big sale" activities

C 对差别花色、差别格式的商品所定的差别价格Different prices for different types of products

D 对大量购置的顾客赐与的优惠Offer discounts to a large number of customers

79.多选题 (2分) 谜底保留胜利

客户满意能够从三个维度来权衡,它们是( )。Customer satisfaction can be measured in three dimensions, and they are ( ).

A 客户常识和经历Customer knowledge and experience

B 客户所获利益The interests of the client

C 产物或办事所撑持的小我价值Personal value supported by products or services

D 产物利用价值Product use value

80.多选题 (2分) 谜底保留胜利

影响客户末身价值的因素包罗( )。Factors affecting the lifetime value of customers include ( ).

A 客户价值Customer value

B 客户关系生命周期Customer relationship life cycle

C 贴现率The discount rate

D 客户根底规模Customer base size

81.判断题 (1分) 谜底保留胜利

按客户对企业的利润奉献差别,关于优良客户要尽力关心,关于不良客户可逐步裁减。According to the customer's profit contribution to the company different, for good customers to try to care for, for bad customers can be phased out.( )

 

 

82.判断题 (1分) 谜底保留胜利

客户关系办理是一项企业运营的贸易战略,其核心思惟是将企业的客户做为最重要的企业资本,透过选择和办理客户,发掘其更大的持久价值。Customer relationship management (CRM) is a business strategy of enterprise management, its core idea is to enterprise customers as the most important resource of enterprise, through the selection and management of the customer, excavate its biggest long-term value.( )

 

 

83.判断题 (1分) 谜底保留胜利

客户在整个生命周期内给企业带来的所有奉献称为客户末生价值。客户在整个生命周期内给企业带来的所有奉献称为客户末生价值。All of the contributions that customers bring to the enterprise throughout their life cycle are called lifetime value. All of the contributions that customers bring to the enterprise throughout their life cycle are called lifetime value.( )

 

 

84.判断题 (1分) 谜底保留胜利

以客户为中心就是要求企业与所有客户都成立不变的关系。Customer-focused is to require companies to establish stable relationships with all customers.( )

 

 

85.判断题 (1分) 谜底保留胜利

企业停止营销决策的次要根据是每一类客户的行为特征、需求价值取向和成本收益。The main basis of the marketing decision is the behavior characteristics, demand value orientation and cost benefit of each type of customer.( )

 

 

86.判断题 (1分) 谜底保留胜利

当企业渠道办理才能较强时,应选择长渠道营销。When the enterprise channel management ability is stronger, should choose long channel marketing.( )

 

 

87.判断题 (1分) 谜底保留胜利

在同类产物市场上,统一细分时长的客户需求具有较多的配合性。In the same kind of product market, the customer demand of the same subdivision has more commonality.( )

 

 

88.判断题 (1分) 谜底保留胜利

“反市场细分”就是反对市场细分。Anti-market segmentation is against market segmentation.( )

 

 

89.判断题 (1分) 谜底保留胜利

通过市场细分化过程,细分出的每一个细分市场,对企业时长营销都有重要的意义。Through the process of market segmentation, each segment of the market segment has important significance to the company's marketing.( )

 

 

90.判断题 (1分) 谜底保留胜利

市场细分将提醒看似类似的目的客户群体之间的重要区别。Market segmentation will reveal important differences between seemingly similar groups of target customers.( )

 

 

91.判断题 (1分) 谜底保留胜利

市场查询拜访的感化之一是有利于准确地市场定位,更好地满足顾客需要,加强企业合作力。One of the roles of market research is to make accurate market positioning, better meet customer needs and enhance enterprise competitiveness.( )

 

 

92.判断题 (1分) 谜底保留胜利

忠实的客户来源于满意的客户,满意的客户纷歧定是忠实的客户。Loyal customers come from satisfied customers, and satisfied customers are not necessarily loyal customers.( )

 

 

93.判断题 (1分) 谜底保留胜利

固然向顾客传送超凡的价值无疑能够带来运营上的胜利,但是实现“所有客户100%的满意”纷歧定能为企业带来利润。While delivering exceptional value to customers can undoubtedly lead to business success, achieving "100% satisfaction with all customers" does not necessarily bring profits to the enterprise.( )

 

 

94.判断题 (1分) 谜底保留胜利

根据二八法例对客户停止分类办理和办事,企业能够把无限的资本集中到为最有价值的客户办事上,剔除不克不及为企业缔造利润的无效客户。According to law and classification management and service with the customers, enterprises can take unlimited resources to focus on for the most valuable customer service, eliminate invalid cannot create profits for the enterprise customers.( )


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