R26 练习: 商业模式
考纲范围
describe key features of business models · describe various types of business models
LOS: Describe key features of business models
Q1.
Which of the following statements is least accurate?
A. Value chain is a key feature of a business model.
B. The development of e-commerce helps direct sales become more cost-effective.
C. A supply chain includes all the processes performed by a single firm.
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答案：C
解析：Supply chain（供应链）包含多个企业从原材料到最终产品的全部流程，不仅仅是单个企业。
选项 判断 解析 A ✗ 正确——价值链是商业模式的关键特征之一 B ✗ 正确——电子商务降低了直销的成本 C ✓ 错误 Supply chain 跨越多个企业，不限于单个公司 关联：R26: 商业模式
Q2.
Under which of the following situations, should a company choose to employ the premium price strategy?
A. The company utilizes a differentiated product line compared to its competitors’.
B. Demand for the company’s product is highly price-elastic.
C. The company is a price taker on the market.
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答案：A
解析：Premium pricing（溢价定价）策略适用于拥有差异化产品的公司——产品独特性使客户愿意支付更高价格。
选项 判断 解析 A ✓ 差异化产品线可支撑溢价策略（客户为独特价值付费） B ✗ 需求高度价格弹性意味着提价会大幅减少销量，不适合溢价策略 C ✗ Price taker 没有定价权，不可能实施溢价策略 关联：R26: 商业模式
Q3.
A direct sales strategy enables companies to sell their products or services directly to end customers. The advantages of a direct sales strategy include all of the following except:
A. establishing a close business relationship with customers.
B. preventing risking their products being shown alongside competitors on a shelf.
C. keeping such costs as salaries and sales commissions at a low level.
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答案：C
解析：直销策略需要建立自有销售团队，因此薪资和佣金成本较高，这是直销的劣势而非优势。
选项 判断 解析 A ✗ 正确优势——直销可以与客户建立紧密的商业关系 B ✗ 正确优势——避免产品在货架上与竞品并排展示 C ✓ 不是优势 直销需要维持销售团队，薪酬和佣金成本高（这是间接渠道的优势） 关联：R26: 商业模式
LOS: Describe various types of business models
Q4.
Which of the following statements describing network effects is least likely correct?
A. A classified advertising website has network effects.
B. Network effects are useless to non-Internet businesses.
C. Network effects help a platform business to create value outside of the firm.
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答案：B
解析：网络效应不仅限于互联网企业。传统行业也有网络效应（如信用卡网络、电话网络）。
选项 判断 解析 A ✗ 正确——分类广告网站用户越多价值越大，典型的网络效应 B ✓ 错误 网络效应对非互联网企业同样有效（如 Visa/Mastercard 支付网络） C ✗ 正确——平台企业通过网络效应在公司外部创造价值（连接供需双方） 关联：R26: 商业模式
Q5.
Digital technology plays an important role in business model innovation. Which of the following is least likely to be true regarding digital technology? Digital technology:
A. makes location less of a constraint to be considered when businesses trade with customers.
B. is the starting point for large-scale business model innovation.
C. enables firms to benefit from network effects.
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答案：B
解析：商业模式创新的起点是识别客户需求和市场机会，而非数字技术本身。技术是工具和推动力，不是起点。
选项 判断 解析 A ✗ 正确——数字技术使地理位置不再是交易的主要限制（如远程/跨境电商） B ✓ 错误 技术是商业模式创新的推动力，但起点应是需求洞察和战略思考 C ✗ 正确——数字技术使企业能够利用网络效应（如平台经济） 关联：R26: 商业模式