13. 失業率是指失業人口占下列那一項之比率？
(A) 總人口數；
(B) 15 歲以上之人口數；
(C) 民間非監管人口數；
(D) 勞動力。

14. 貨幣中立性 (neutrality of money) 的主張為 (A) 貨幣需求的變動只會影響物價水準等名目變數，實質變數不受影響； (B) 貨幣供給的變動只會影響物價水準等名目變數，實質變數不受影響； (C) 貨幣供給的變動只會影響家庭的名目所得，實質所得不受影響； (D) 貨幣需求的變動只會影響家庭的名目所得，實質所得不受影響。

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

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