15. 依據凱因斯總合供需模型，在景氣衰退時，若政府採取擴張性財政政策使總合需求增加，
(A) 名目工資率會下降；
(B) 名目工資率會上升；
(C) 實質工資率會下降；
(D) 實質工資率會上升。

1. Procter & Gamble's Tide detergent does not attempt to get to know customers personally. Instead, Tide creates engagement and relationships through brand-building advertising, websites, and social media presence. Which of the following types of associations would be most profitable for the firm to develop with these customers?(A) full partnerships(B) basic relationships(C) joint ventures(D) strategic alliances(E) business partnering

2. For the past nine years, PepsiCo's Doritos brand has held a "Crash the Super Bowl" contest in which it invites 30-second ads from consumers and runs the best ones during the game. This is an example of _.(A) consumer-generated marketing(B) frequency marketing(C) customer-club marketing(D) sustainable marketing(E) multi-level marketing

3. _ is the total combined customer lifetime values of all the company's current and potential customers.(A) Share of customer(B) Value proposition(C) Customer equity(D) Market share(E) Customer-perceived value

4. A _ is purposeful, specifying what an organization wants to accomplish in the larger environment.(A) marketing strategy(B) marketing objective(C) strategic plan(D) mission statement(E) market portfolio

5. In the BCG growth-share matrix, question marks refer to products or businesses with a _.(A) low market share in a niche market(B) low market share in a market with high growth prospects(C) greater market share than all their competitors combined in a saturated market(D) high market share in a market with a high growth rate(E) low market share in a market that is set to shrink significantly

6. A __ is made up of a company, its suppliers, its distributors, and its customers who partner with each other to improve the performance of the entire system.(A) value chain(B) shareholder network(C) business portfolio(D) value delivery network(E) growth-share matrix

7. Which of the following is part of the microenvironment of a firm's marketing environment?(A) the political state of the country in which the firm exists(B) the cultural forces that exist in a society(C) the suppliers who work with the company(D) the technological resources available to the company(E) the different demographic trends in the market

8. American Honda purchases over $20 billion worth of auto parts and materials every year. __ are an important link in the company's success.(A) Wholesalers(B) Suppliers(C) Physical distribution firms(D) Media firms(E) Retailers

9. Which generational group is most comfortable using digital technologies?(A) Millennial(B) Zoomer(C) Generation X(D) Generation Z(E) Lost Generation

10. Changes in variables, such as income, cost of living, interest rates, and savings and borrowing patterns most likely reflect changes in the __ environment of a company.(A) economic(B) natural(C) demographic(D) political(E) cultural試題隨卷繳交接下頁3國立臺北大學 112 學年度日間學士班轉學生招生考試試題學制系級：休閒運動管理學系日間學士班 2 年級科 目：行銷學第3頁 共10頁☐可 ☑不可使用計算機

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