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

11. New information-based knowledge of customers and the marketplace that helps create customer value, engagement and build relationships is called _.(A) big data(B) customer insights(C) a marketing information system(D) planning information(E) creative data collection

12. Which of the following is not considered a source of competitive marketing intelligence?(A) observing consumers firsthand(B) monitoring social media(C) competitors' internal databases(D) benchmarking competitors' products(E) online research

13. A shoe company's ads feature the members of a popular country music band. Product sales increase significantly among the band's fans. From the fans' viewpoint, the band is a _.(A) membership group(B) reference group(C) laggard(D) subculture(E) late-majority adopter

14. _ involves enlisting or even creating opinion leaders to serve as brand ambassadors who spread the word about a company's products.(A) Social marketing(B) Traditional marketing(C) Influencer marketing(D) Direct marketing(E) Values marketing

15. Which of the following is a psychographic characteristic of a consumer?(A) gender(B) age(C) lifestyle(D) occupation(E) economic status

16. Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand?(A) brand perception(B) brand architecture(C) brand personality(D) brand loyalty(E) brand equity

17. _ is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior.(A) Differentiation(B) Mass marketing(C) Market targeting(D) Market segmentation(E) Positioning

18. Which of the following is the right order of the steps that companies generally follow in designing a customer-driven marketing strategy?(A) market segmentation, differentiation, positioning, and market targeting(B) positioning, market segmentation, mass marketing, and market targeting(C) market segmentation, market targeting, differentiation, and positioning(D) market alignment, market segmentation, differentiation, and market positioning(E) market recognition, market preference, market targeting, and market insistence

19. Lilly's, a furniture retailer, sells low-end furniture and accent pieces that are targeted toward lower-income consumer groups. Lilly's most likely segments the consumer market based on _ variables.(A) demographic(B) psychographic(C) universal(D) geographic(E) behavioral

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