複選題
5.組織變革的類型包含
(A)擬定新的公司目標,要求全公司同仁一定要達到目標之企業文化變革。
(B) 撤换行銷長的策略性變革。
(C) 重新設計組織扁平化、協調、控制幅度等策略性變革。
(D) 跟員工說明應該學習新科技等人員變革。

6. Customer-based brand equity (CBBE) is_________? (A) the differential effect that brand knowledge has on consumer response to the marketing of that brand. (B) requires repeatedly exposing consumers to the brand as well as linking the brand in consumer memory to its product category and to purchase, usage and consumption situations. (C) about attributes and benefits of the brand, or attitudes toward it. (D) represent the highest level of brand associations, reflect consumers' overall evaluations of a brand and, consequently, often determine their behavior toward it.

7. Building a strong brand involves (A) spending much money on marketing. (B)creating strong, favorable, and unique brand associations (C) using a mental map to represent all associations and responses consumers have regarding the brand.(D) selecting a familiar-sounding name for a brand to lead to high recallability.

8. Pricing strategy can affect consumer perceptions of a brand's position in its product category and of its overall quality. Many firms now employ value pricing, in which a brand's price is based on considerations of_________ (A) brand position in the mind of customers. (B) product quality, product costs, and product prices that satisfy consumer needs as well as the profit goals of the firm. (C) product scarcity that makes people perceive limited quantities as more precious and valuable. (D) X product quality that meets consumer needs (wants) and gives customer satisfaction.

9. What are the differences between search engine optimization (SEO) and pay-per-click (PPC)? (A) PPC is organic. It is a form of advertising that drives traffic. SEO guarantees that the ads appeared at the top of the page, above the listings influenced by PP( C  ) (B) SEO refers to the search results of a search engine that can be influenced by paid advertising. PPC results are ranked according to the advertising fee. (C) PPC is a form of advertising that drives traffic. Paid ads appear at the top of the page, above the organic listings influenced by SEO. (D) Organic search refers to the search results of a search engine that cannot be influenced by paid advertising. SEO results are ranked according to the advertising fee.

10. Which of the following is an important lesson from the Tylenol crisis? (A) Recall is the most important activity in a crisis. (B) Customer satisfaction can increase brand loyalty. (C) Value-based brand can restore public confidence and brand image. (D) Good crisis communication with media is the most important key in crisis management.

11. According to the transformational theory, transformational leaders_______. (A) have active and positive exchanges with followers whereby followers were rewarded or recognized for accomplishing agreed upon objectives. (B) focus on the needs of the follower and helps them to become more autonomous freer and knowledgeable. (C) possess intelligence, attractiveness, self-confidence, and charisma. (D) raise the motivation and morality of both the follower and the leader. They engage in interactions with followers based on common values, beliefs and goals.

12._________is the current value of an amount of money to be received at a future date based on a specified investment rate. (A) Present value (B) Future cash flows (C) Discounted cash flows (D) Present investment return

1 下列何者非屬主權在民之體現？ (A)總統、副總統之選舉 (B)立法委員之選舉 (C)政黨主席之選舉 (D)公民投票之實施

2 依據憲法本文規定，對縣公務人員之糾察事項，其立法權限係屬於何機關？ (A)立法院 (B)省議會 (C)縣議會 (D)考試院

3 自治法規應經上級政府核定者，若上級政府逾期不為核定與否之決定，則地方政府： (A)報請司法院審查 (B)報請行政院審查 (C)報請立法院審查 (D)逕行公布法規

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