科特勒营销管理架构英文版练习题期末试题1

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Marketing期末考试试题

Marketing期末考试试题一、选择题（每题2分，共20分）1. 营销4P理论中，不包括以下哪一项？A. 产品B. 价格B. 地点D. 促销2. 以下哪个不是市场细分的依据？A. 地理位置B. 人口统计C. 心理特征D. 产品类型3. 在SWOT分析中，“S”代表的是：A. Strengths（优势）B. Strategies（战略）C. Situations（情境）D. Systems（系统）4. 以下哪个是市场渗透策略的特点？A. 增加产品线B. 进入新市场C. 提高市场份额D. 改善产品特性5. 以下哪个不是营销渠道的功能？A. 信息收集B. 产品分销C. 价格制定D. 服务提供6. 以下哪个是市场调研的步骤？A. 确定研究问题B. 收集数据C. 分析数据D. 所有选项都是7. 以下哪个是营销组合调整的策略？A. 产品延伸B. 市场调整C. 营销组合4PD. 产品再定位8. 以下哪个是营销传播的要素？A. 信息源B. 信息内容C. 传播渠道D. 所有选项都是9. 以下哪个是影响消费者购买决策的因素？A. 个人经验B. 社会影响C. 心理动机D. 所有选项都是10. 以下哪个不是营销目标的类型？A. 销售目标B. 利润目标C. 市场份额目标D. 员工满意度目标二、判断题（每题1分，共10分）1. 市场细分是将市场分成不同的消费者群体，每个群体有相似的需求或消费习惯。

（对/错）2. 营销4P理论中的“地点”指的是产品销售的地点。

（对/错）3. SWOT分析中的“W”代表的是弱点。

（对/错）4. 营销传播的目的是将产品信息传递给目标消费者。

（对/错）5. 营销调研可以完全不依赖于数据分析。

（对/错）6. 市场渗透策略通常涉及增加产品线。

（对/错）7. 营销组合调整的策略不包括产品再定位。

（对/错）8. 营销渠道的功能不包括价格制定。

（对/错）9. 消费者购买决策只受个人因素的影响。

（对/错）10. 营销目标的类型不包括员工满意度目标。

科特勒市场营销习题与答案

英文版市场营销学期末试卷1

A、True or False （2’x10=20)1.The marginal effect of advertising on sales is always same throughout differentstages of new product diffusion。

F2.Frequent price promotion hurts brand equity。

T3.Cooperation between channel members leads to higher profit for both retailerand manufacturer, given there are only two channel members。

T4.New product development involves very high cost and risks of failure。

Therefore, companies should not develop new product. F 5.Maximizing consumer's time spent in stores is one of the retailer’s objectives。

T6.Brand equity is more important for goods than services。

F7.Advertising is a more efficient way to increase consumer’s new productawareness level than personal communication. T8.Exclusive distributor only manages one brand in the channel。

F9.Bundled products are always priced lower than non-bundled products。

科特勒市场营销题库chapter 1

Principles of Marketing, 16e (Kotler)Chapter 1 Marketing: Creating Customer Value and Engagement1) Which of the following is NOT an accurate description of modern marketing?A) Marketing is the creation of value for customers.B) Marketing involves managing profitable customer relationships.C) Marketing emphasizes selling and advertising exclusively.D) Marketing involves satisfying customers' needs.E) Marketing is building value-laden exchange relationships with customers.Answer: CAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate2) According to management guru Peter Drucker, "The aim of marketing is to ________."A) maximize profits of the companyB) emphasize customer wants and not customer needsC) make selling unnecessaryD) fulfill unrealistic customer expectationsE) sell productsAnswer: CSkill: ConceptObjective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Easy3) Marketing is defined as a social and managerial process by which individuals and organizations obtain what they need and want through ________.A) research and developmentB) innovation and creativityC) manufacturing efficienciesD) value creation and exchangeE) sales and revenue creationAnswer: DAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate4) According to the five-step model of the marketing process, which of the following is the final step in creating value for customers?A) designing a customer-driven marketing strategyB) understanding the marketplace and customer needsC) constructing an integrated marketing program that delivers superior valueD) building profitable relationships and creating customer delightE) capturing value from customers to create profit and customer equityAnswer: DSkill: ConceptObjective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate5) According to the five-step model of the marketing process, a company should ________ before designing a customer-driven marketing strategy.A) determine how to deliver superior value to customersB) build profitable relationships with customersC) use customer relationship management to create full partnerships with key customersD) understand the marketplace and customer needs and wantsE) construct an integrated marketing programAnswer: DSkill: ConceptObjective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate6) Marketing is managing profitable customer relationships.Answer: TRUESkill: ConceptObjective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Easy7) ________ are human needs that are shaped by culture and individual personality.A) NecessitiesB) WantsC) DemandsD) ValuesE) ExchangesAnswer: BSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy8) When backed by buying power, wants become ________.A) social needsB) demandsC) physical needsD) self-esteem needsE) exchangesAnswer: BSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy9) Greg Williams now has the buying power to purchase the desktop computer that he has wanted for the last six months. Greg's want now has become a(n) ________.A) needB) necessityC) demandD) exchangeE) transactionAnswer: CAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Moderate10) A ________ is some combination of products, services, information, or experiences provided to consumers to satisfy a need or want.A) market offeringB) value propositionC) brand positioningD) market segmentE) market mixAnswer: AAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy11) Which of the following terms refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs?A) vendor lock-inB) social loafingC) value propositionD) marketing myopiaE) conspicuous consumptionAnswer: DAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Moderate12) When marketers set low expectations for a market offering, they run the risk of ________.A) disappointing loyal customersB) having to use an outside-in rather than an inside-out perspectiveC) failing to attract enough customersD) failing to understand their customers' needsE) incorrectly identifying a target marketAnswer: CSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy13) ________ is the act of obtaining a desired object from someone by offering something in return.A) ValuationB) ExchangeC) Market offeringD) ConfiscationE) DonationAnswer: BSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy14) A(n) ________ is the set of actual and potential buyers of a product or service.A) marketB) control groupC) subsidiaryD) focus groupE) audienceAnswer: ASkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy15) Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.A) positioningB) marketingC) outsourcingD) productionE) logisticsAnswer: BSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: EasyRefer to the scenario below to answer the following question(s).Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Atop a cliff overlooking the Maine coast, Seagull Terrace had attracted thousands of visitors during summer, but then faced a tremendous downturn in business during winter. "But, given the established industries in the nearby towns, very little year-round competition, and our close proximity to Portland," Carol added, "I couldn't understand why seasonality had to hit Seagull Terrace so hard!"So Carol spent her first winter devising a new marketing plan. She put together a promotional package designed to attract business travelers year-round. Carol's plan also involved a seasonal promotional gimmick—to be implemented from early winter to late spring—that would attract the same numbers as the large summer crowd. Her idea worked! During her second winter, Carol greeted numerous business travelers—both satisfied repeat guests as well as new guests who had been snagged by her promotional appeals."We still have a long way to go," Carol admitted. "Our delicatessen offers entrees that are a part of the local cuisine, but we'd like to expand that. We provide health club privileges off-site, but we'd like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I'm quite proud of the results." Carol then added, "Actually there are so many possibilities. With an indoor pool area, I will eventually offer weekend getaways throughout winter."16) Seagull Terrace offers its customers good accommodations, local delicacies, and amazing seaside views. The overall experience provided at the motel is a part of its ________.A) market offeringB) target marketC) market segmentD) product positioningE) marketing mixAnswer: AAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Challenging17) Human needs are shaped by culture and individual personality.Answer: FALSESkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy18) The difference between human needs and wants is that needs are not created by marketers. Answer: TRUESkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Moderate19) When backed by buying power, needs become wants.Answer: FALSESkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy20) Market offerings are limited to physical products.Answer: FALSESkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy21) An experience such as a vacation can be defined as a market offering.Answer: TRUESkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy22) When sellers focus on existing needs and lose sight of underlying customer wants, they suffer from marketing myopia.Answer: FALSESkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Moderate23) A market is the set of actual and potential buyers of a product or service.Answer: TRUESkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy24) What should sellers consider if they wish to avoid marketing myopia?Answer: Sellers should consider the particular benefits and experiences desired by their customers, and not just pay attention to the specific products they offer.AACSB: Application of knowledgeSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Easy25) You are a manufacturer of tents, sleeping bags, and outdoor cooking equipment. How might you go about creating brand experiences for your customers?Answer: Such manufacturers should focus on the benefits enjoyed through the use of their products, such as arrangements to visit great outdoor locations, chances for customers to enjoy with their families, and relive their memories of camping trips.AACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Challenging26) How do suppliers help companies like Walmart maintain consistently low prices? Answer: Walmart has been able to maintain its promise of providing low prices to its customers only because of its suppliers who provide merchandise at low costs. Walmart has developed and managed relationships with its suppliers.AACSB: Application of knowledgeSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Moderate27) Briefly compare and contrast the concepts of needs, wants, and demands and provide examples to illustrate your answer. How do these three concepts relate to marketing practices? Answer: Human needs are states of felt deprivation. Needs are a basic part of the human makeup; they are not created by marketers. Humans have a basic physical need for food, clothing, warmth, and safety; a basic social need for belonging and affection; and a basic individual need for knowledge and self-expression. Wants are needs shaped by culture, society, and individual personality. For example, an American needs food but wants a Big Mac and a soft drink. Wants become demands when they are backed by consumers' buying power. For example, an American with ten dollars needs food, wants a Big Mac and soft drink, and demands lunch at McDonald's. Marketers conduct extensive research to understand customers' wants and demands. They then attempt to fulfill customers' wants and demands through their market offerings.AACSB: Written and oral communicationSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Moderate28) Explain how and why marketers go beyond selling a product or service to create brand experiences.Answer: Sellers are most effective when they focus more on the benefits and experiences produced by their products and services than on the specific products and services themselves. Smart marketers focus on creating a brand experience, incorporating several products and services for their customers. By doing so, marketers hope to increase customer satisfaction. Satisfied customers buy again and tell others about their good experiences.AACSB: Written and oral communicationSkill: ConceptObjective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.Difficulty: Moderate29) The art and science of choosing target markets and building profitable relationships with them is called ________.A) marketing managementB) positioningC) marketing mixD) market offeringE) differentiationAnswer: AAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy30) Selecting which segments of a population to serve is called ________.A) market segmentationB) positioningC) customizationD) target marketingE) differentiationAnswer: DSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy31) Cathy's Clothes is a small yet successful retail chain that sells women's clothing and accessories with a focus on buyers who have relatively modest means. For this specific purpose, the firm has rolled out several marketing initiatives aimed at women of a specific demographic. This is an example of ________.A) ambush marketingB) social marketingC) societal marketingD) target marketingE) cause marketingAnswer: DAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Challenging32) An organic farmer has identified three distinct groups that might be interested in his products: vegetarians, health-conscious individuals, and people identified as trendsetters who try out new products in the market before others. These three groups are examples of ________.A) marketing mixesB) market segmentsC) value propositionsD) market offeringsE) marketing intermediariesAnswer: BAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Challenging33) Which of the following refers to a set of benefits that a company promises to deliver to customers to satisfy their needs?A) customer lock-inB) a cartelC) marketing mixD) value propositionE) market segmentationAnswer: DAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy34) Which of the following customer questions is answered by a company's value proposition?A) "Why should I buy your brand rather than a competitor's?"B) "What is your company's estimated customer equity?"C) "What are the costs involved in the production of your brand?"D) "What is the budget allocated by your company for research and development?"E) "What is the financial stability of your company?"Answer: AAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Moderate35) Which of the following marketing management orientations focuses primarily on improving efficiencies along the supply chain?A) production conceptB) product conceptC) selling conceptD) marketing conceptE) societal marketing conceptAnswer: AAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy36) Which of the following marketing management concepts is most likely to lead to marketing myopia?A) customer-driven marketing conceptB) customer-driving marketing conceptC) societal marketing conceptD) marketing conceptE) product conceptAnswer: EAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy37) Which of the following statements is true of the production concept?A) It considers customer focus and value to be the paths to sales and profits.B) It follows the customer-centered sense-and-respond philosophy.C) It takes an outside-in perspective.D) It calls for sustainable marketing.E) It leads to companies focusing too narrowly on their own operations.Answer: ESkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Moderate38) The ________ concept is aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer the most in quality, performance, and innovative features.A) productB) productionC) societal marketingD) marketingE) sellingAnswer: AAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy39) Which of the following is the aim of the product concept?A) improve the marketing of a firm's best productsB) market only those products with high customer appealC) focus on the target market and make products that meet those customers' demandsD) focus on making continuous product improvementsE) ensure that product promotion has the highest priorityAnswer: DAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Moderate40) Henry Ford's philosophy was to perfect the Model T so that its cost could be reduced further for increased consumer affordability. This reflects the ________ concept.A) productB) productionC) sellingD) marketingE) societal marketingAnswer: BAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Challenging41) Railroads were once operated based on the thinking that users wanted trains that would offer the most in quality, performance, and innovative features. The railroad managing companies overlooked the fact that there could be other modes of transportation. This reflects the ________ concept.A) productB) productionC) sellingD) marketingE) societal marketingAnswer: AAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Challenging42) Which of the following statements is true of the selling concept?A) It requires minimum promotion efforts.B) It creates long-term, profitable customer relationships.C) It takes an outside-in perspective.D) It is typically practiced with unsought goods.E) It follows the customer-centered sense-and-respond philosophy.Answer: DAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Moderate43) Which of the following marketing orientations calls for aggressive promotional efforts and focuses on creating transactions rather than long-term customer relationships?A) the marketing conceptB) the production conceptC) the product conceptD) the selling conceptE) the societal marketing conceptAnswer: DAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy44) Jolene's firm markets preplanning services for a mortician. She finds that most of her target market avoids discussing future funeral needs. She convinces people to invest in the firm's services through her large-scale promotional efforts. Jolene's firm most likely practices the________.A) production conceptB) marketing conceptC) selling conceptD) product conceptE) societal marketing conceptAnswer: CAACSB: Analytical thinkingSkill: ApplicationObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Challenging45) The selling concept is typically practiced ________.A) to balance consumers' wants, company's requirements, and the society's long-run interestsB) with products that offer the most in terms of quality, performance, and innovative featuresC) when the company focuses on building long-term customer relationshipsD) with goods that buyers normally do not think of buyingE) by customer-driven companiesAnswer: DAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Moderate46) Which of the following marketing orientations holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do?A) the product conceptB) the production conceptC) the selling conceptD) the marketing conceptE) the societal marketing conceptAnswer: DAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy47) Which of the following uses a customer-centered "sense-and-respond" philosophy rather than a product-centered "make-and-sell" philosophy?A) market segmentationB) the production conceptC) the marketing conceptD) the inside-out perspectiveE) marketing myopiaAnswer: CAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy48) A firm that uses the selling concept takes a(n) ________ approach.A) outside-inB) niche marketingC) inside-outD) societal marketingE) customer-drivenAnswer: CAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy49) The marketing concept takes a(n) ________. It starts with a well-defined market, focuses on customer needs, and integrates all the marketing activities that affect customers.A) outside-in perspectiveB) product-centered make-and-sell philosophyC) inside-out perspectiveD) consumer-generated marketing approachE) telling-and-selling approachAnswer: AAACSB: Application of knowledgeSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy50) Which of the following is a characteristic of customer-driven marketing?A) Companies understand customer needs even better than customers themselves do.B) Customers are unaware of their needs.C) Products are created that meet both existing and latent needs, now and in the future.D) Customers know what they want.E) Customers don't know what is possible.Answer: DAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Moderate51) ________ marketing is practiced by an organization that understands and anticipates customer needs even better than customers themselves do and creates products and services to meet current and future needs.A) Customer-drivenB) Customer-drivingC) AffinityD) SocietalE) AmbushAnswer: BAACSB: Analytical thinkingSkill: ConceptObjective: LO 1.3: Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.Difficulty: Easy。

科特勒市场营销第二章习题与答案.doc

Chapter 2 Company and Marketing Strategy:Partnering to Build Customer Relationships1)Which of the following is the first step in strategic planning?A)set objectives and goalsB)develop the business portfolioC)define the company missionD)plan marketing strategiesE)identify threats and weaknessesAnswer: CDiff: 1 Page Ref: 39Skill: ConceptObjective: 2-12)Which of the following is NOT a step in the strategic planning process?A)defining the company missionB)setting company objectives and goalsC)designing the business portfolioD)planning marketing and other functional strategiesE)evaluating all members of the value chainAnswer: EDiff: 2 Page Ref: 39Skill: ConceptObjective: 2-13)Which of the following provides an answer to these questions: What is our business? Who are our customers? What do our customers value? What should our business be?A)objectives and goalsB) a mission statementC) a business portfolioD)marketing and functional strategiesE)operational strategiesAnswer: BDiff: 2 Page Ref: 39AACSB: CommunicationSkill: ConceptObjective: 2-14)should be market oriented and defined in terms of.A)Annual plans; product needsB)Strategic plans; company needsC)Long-range plans; company needsD)Mission statements; customers* needsE)Objectives; competitors' threatsAnswer: DDiff: 2 Page Ref: 39AACSB: CommunicationSkill: ConceptObjective: 2-15)All of the following are accurate guidelines for a company's mission statement EXCEPT which one?A) A mission statement should be realistic.B) A mission statement should be narrow.C) A mission statement should emphasize the company's strengths in the marketplace.D) A mission statement should be specific.E) A mission statement should motivate employees.Answer: BDiff: 3 Page Ref: 39AACSB: CommunicationSkill: ConceptObjective: 2-16) A company's mission statement serves as a statement of.A)factB)valuesC)purposeD)financial goalsE)employee commitmentAnswer: CDiff: 2 Page Ref: 39AACSB: CommunicationSkill: ConceptObjective: 2-17)Which of the following is NOT a market-oriented business definition?A)"to make the Internet buying experience fast, easy, and enjoyable"B)"to sell tools and home repair and improvement items'*C)"to deliver low prices every day"D)"to be the guardian of our customers* financial dreams"E)"to bring aspiration and innovation to every athlete in the world"Answer: BDiff: 2 Page Ref: 40AACSB: Reflective ThinkingSkill: ConceptObjective: 2-18)All of the following are examples of product-oriented mission statements, EXCEPT which one?A)"We provide online services."B)"We run theme parks."C)"We sell shoes/*D)"We sell lifestyle and self-expression; success and status; memories, hopes, and dreams."E)"We rent hotel rooms."Answer: DDiff: 2 Page Ref: 40AACSB: Reflective ThinkingSkill: ConceptObjective: 2-19)Which of the following is the principle objective of a market-oriented mission statement?A)to satisfy basic customer needsB)to satisfy basic supplier needsC)to satisfy basic stockholder needsD)to satisfy basic owner needsE)to satisfy basic partnership needsAnswer: ADiff: 2 Page Ref: 39Skill: ConceptObjective: 2-110)The collection of businesses and products that make up a company is called its.A)strategic business unitB)mission statementC)strategic planD)business portfolioE)operational factorAnswer: DDiff: 1 Page Ref: 41Skill: ConceptObjective: 2-211)Which of the following can be a company division, a product line within a division, or sometimesa single product or brand?A) a marketB)the BCGC)an SBUD)aPLCE) a value delivery networkAnswer: CDiff: 2 Page Ref: 41Skill: ConceptObjective: 2-212)After management has identified the key businesses making up its company, what is the next step in portfolio analysis?A)identifying businesses in which to investB)assessing the attractiveness of its SBUsC)deciding whether to harvest any businessesD)completing short-range planningE)identifying SBUsAnswer: BDiff: 2 Page Ref: 41Skill: ConceptObjective: 2-213)The best known product portfolio planning method was developed by.A)the Boston Consulting GroupB)Philip KotlerC)Harvard UniversityD)the SRI Consulting FirmE)James P. HessAnswer: ADiff: 2 Page Ref: 41Skill: ConceptObjective: 2-214)Most portfolio analysis methods evaluate SBUs on two dimensions, namely andA)market share; strength of the SBU's positionB)market diversification; relative market shareC)market or industry attractiveness; strength of the SBU's positionD)market growth rates; profitsE)market penetration; market developmentAnswer: CDiff: 2 Page Ref: 41Skill: ConceptObjective: 2-215)In the Boston Consulting Group approach,provides a measure of market attractiveness.A)relative market shareB)market developmentC)market penetrationD)market growth rateE)market segmentationAnswer: DDiff: 2 Page Ref: 41Skill: ConceptObjective: 2-216)In the Boston Consulting Group approach,serves as a measure of company strength in the market.A)relative market shareB)market developmentC)market diversificationD)market growth rateE)market segmentationAnswer: ADiff: 2 Page Ref: 41Skill: ConceptObjective: 2-217)The BCG growth-share matrix classifies four types off SBUs. They are,, and.A)product; price; promotion; placementB)sales; market share; price; promotionC)stars; cash cows; question marks; dogsD)planning; implementing; leading; controllingE)market penetration; market development; product development; diversificationAnswer: CDiff: 1 Page Ref: 42Skill: ConceptObjective: 2-218)In the BCG approach,are high-share, high-growth businesses or products. They need heavy investment to finance rapid growth. When their growth slows down, they turn intoA)cash cows; starsB)question marks; dogsC)stars; question marksD)stars; cash cowsE)dogs; cash cowsAnswer: DDiff: 2 Page Ref: 41Skill: ConceptObjective: 2-219)are low-growth, high share businesses or products. They generate a lot of cash that the firm uses to pay its bills and support other SBUs that need investment.A)StarsB)Cash cowsC)Question marksD)DogsE)CatsAnswer: BDiff: 2 Page Ref: 42Skill: ConceptObjective: 2-220)The four possible strategies that can be pursued for each SBU are building, holding,, and.A)harvesting; divestingB)promoting; sellingC)downsizing; expandingD)diversifying; penetratingE)developing; growingAnswer: ADiff: 3 Page Ref: 42Skill: ConceptObjective: 2-221)Which of the following is a useful tool for identifying growth opportunities?A)the BCG matrixB)the business portfolioC)the product/market expansion gridD)the value chainE)the value delivery networkAnswer: CDiff: 1 Page Ref: 43Skill: ConceptObjective: 2-222)Starbucks has introduced a debit card that lets customers prepay for coffee and snacks. This effort by Starbucks management is an example of.A)market developmentB)product developmentC)diversificationD)market penetrationE)product adaptationAnswer: DDiff: 3 Page Ref: 43-45AACSB: Reflective ThinkingSkill: ConceptObjective: 2-223)While a valuable planning tool, a problem with using the BCG matrix centers is that it focuses on ________A)the future instead of the presentB)the present instead of the futureC)financial issues instead of the customerD)the customer instead of suppliersE)the past instead of the presentAnswer: BDiff: 3 Page Ref: 42Skill: ConceptObjective: 2-224) A common practice among marketers is to identify and develop new markets for their existing products. This practice is called.A)market developmentB)product developmentC)market penetrationD)market skimmingE)dual adaptationAnswer: ADiff: 1 Page Ref: 45Skill: ConceptObjective: 2-225)Which of the following entails reducing the business portfolio by eliminating products that no longer fit the company's overall strategy?A)market segmentationB)the BCG approachC)product line extensionD)downsizingE)market redesignAnswer: DDiff: 1 Page Ref: 46Skill: ConceptObjective: 2-226)The process of customer-driven marketing involves which of the following?A)product; price; promotion; adaptationB)market segmentation; target marketing; differentiation; positioningC)marketing analysis; planning; implementation; feedbackD)analysis; targeting; implementation; controlE)problem identification; information search; decision; implementationAnswer: BDiff: 2 Page Ref: 49Skill: ConceptObjective: 2-427)Today the four Ps are compared to the four Cs. Product and place are called and, respectively.A)convenience; customer solutionB)customer cost; convenienceC)communication; customer solutionD)customer solution; convenienceE)communication; convenienceAnswer: DDiff: 3 Page Ref: 52Skill: ConceptObjective: 2-428)In a basic SWOT analysis, the "S" stands for.A)situationB)solutionsC)satisfactionsD)strengthsE)strategyAnswer: DDiff: 1 Page Ref: 53Skill: ConceptObjective: 2-529)In SWOT analysis, which of the following refers to factors in the external environment?A)strengthsB)strategiesC)weaknessesD)opportunitiesE)trendsAnswer: DDiff: 2 Page Ref: 53Skill: ConceptObjective: 2-530)"At Nike, we sell shoes" is a market-oriented business definition.Answer: FALSEDiff: 3 Page Ref: 40AACSB: Reflective ThinkingSkill: ApplicationObjective: 2-131)The major activity in strategic planning is strategic business unit planning, whereby management evaluates the products and businesses making up the company.Answer: FALSEDiff: 2 Page Ref: 41Skill: ConceptObjective: 2-232)The purpose of strategic planning is to find ways in which your company can best use its strengths to take advantage of attractive opportunities in the environment.Answer: TRUEDiff: 2 Page Ref: 41Skill: ConceptObjective: 2-233)In the BCG matrix, "dogs" are low-growth businesses and products that do not generate enough cash to maintain themselves.Answer: FALSEDiff: 3 Page Ref: 42Skill: ConceptObjective: 2-234)When a firm finds products or businesses that no longer fit its overall strategy, it must carefully milk, harvest, or better develop them.Answer: FALSEDiff: 2 Page Ref: 46Skill: ConceptObjective: 2-235) A market segment consists of consumers who respond in different ways to a given set of marketing efforts.Answer: FALSEDiff: 1 Page Ref: 49Skill: ConceptObjective: 2-436)When a company positions its product, it should first identify possible customer value differences within a market segment that could be the basis of a competitive advantage for the product. Answer: TRUEDiff: 3 Page Ref: 50Skill: ConceptObjective: 2-437)The marketing mix consists of product, price, place, positioning, and promotion.Answer: FALSEDiff: 2 Page Ref: 48AACSB: Analytic SkillsSkill: ApplicationObjective: 2-438)The four marketing management functions are analysis, planning, implementation, and control. Answer: FALSEDiff: 1 Page Ref: 53Skill: ConceptObjective: 2-539)Define strategic planning. Discuss the steps involved.Answer: The process of developing and maintaining a strategic fit between the organization's goals and capabilities and its marketing opportunities is called strategic planning. At the outset, beginning at the corporate level, each company must define its overall purpose and mission. What is our business? Who is the customer? What do our customers value? Answers to these questions are crucial in writing a clear mission statement. Mission statements need to be carefully defined in terms of customer needs. Missions should be realistic, motivating, and fit the market environment. Missions then lead to setting business and marketing objectives/goals in the planning process. This is followed by decisions regarding what portfolio of businesses and products is best for the company and how much support to give each one. Next, each business and product develops detailed marketing and other functional strategies. In this step, plans are drawn at the business unit, product, and market levels in support of company wide plans.Diff: 2 Page Ref: 38AACSB: CommunicationSkill: Concept Objective: 2-140)Define marketing strategy. Discuss the steps in formulating marketing strategy.Answer: The marketing logic by which a company hopes to achieve profitable relationships is called its marketing strategy. Marketing strategy formulation entails four specific steps: market segmentation, market targeting, differentiation, and positioning. The process of dividing a market into distinct groups of buyers with different needs, characteristics, or behavior is called market segmentation. Markettargeting involves evaluating each market segment's attractiveness and selecting one or more segments to enter. A company should target segments in which it can profitably generate the greatest customer value and sustain that value over time. Effective positioning begins with actually differentiating the company's marketing offer so that it gives consumers greater value. Positioning is defined as creating a distinct image of a product in the eyes of target consumers. A product's positioning should take advantage of a competitive advantage within the market target.Diff: 3 Page Ref: 48-49AACSB: CommunicationSkill: ApplicationObjective: 2-4。

科特勒市场营销习题与答案

Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers1)When a company identifies the parts of the market it can serve best and most profitably, it is practicing __________ .A)concentrated marketingB)mass marketingC)market targetingD)segmentingE)differentiationAnswer: CDiff: 2 Page Ref: 191Skill: ConceptObjective: 7-12)What are the four steps, in order, to designing a customer-driven marketing strategy?A)market segmentation, differentiation, positioning, and targetingB)positioning, market segmentation, mass marketing, and targetingC)market segmentation, targeting, differentiation, and positioningD)market alignment, market segmentation, differentiation, and market positioningE)market recognition, market preference, market targeting, and market insistenceAnswer: CDiff: 2 Page Ref: 191Skill: ConceptObjective: 7-13)Which type of segmentation centers on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?A)behavioralB)psychographicC)occasionD)impulseE)emergencyAnswer: CDiff: 2 Page Ref: 196Skill: ConceptObjective: 7-24)Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ____________ ・A)user statusB)usage ratesC)benefitD)behaviorE)loyalty statusAnswer: ADiff: 1 Page Ref: 197Objective: 7-25)Consumers can show their allegiance to brands, stores, or companies・ Marketers can use this information to segment consumers by _____________ ・A)user statusB)loyalty statusC)store typeD)brand preferenceE)usage rateAnswer: BDiff: 1 Page Ref: 197Skill: ConceptObjective: 7-26)Consumer and business marketers use many of the same variables to segment markets.Business marketers use all of the following EXCEPT _______________ ・A)operating characteristicsB)purchasing approachesC)situational factorsD)personal characteristicsE)brand personalitiesAnswer: EDiff: 3 Page Ref: 198Skill: ConceptObjective: 7-27)When the size, purchasing power, and profiles of a market segment can be determined, it possesses the requirement of being ___________ ・A)measurableB)accessibleC)substantialD)actionableE)observableAnswer: ADiff: 2 Page Ref: 200Skill: ConceptObjective: 7-28)When a business market segment is large or profitable enough to serve, it is termed ____________A)measurableB)accessibleC)substantialD)actionableE)differentiableAnswer: CDiff: 2 Page Ref: 200Objective: 7-29)To evaluate the different market segments your company serves, you would look at all of these factors EXCEPT which one?A)segment sizeB)segment growthC)segment structural attractivenessD)company valuesE)company resourcesAnswer: DDiff: 3 Page Ref: 201Skill: ConceptObjective: 7-310)Which of the following is NOT one of the reasons a segment would be less attractive to a company?A)strong competitorsB)substitute productsC)concentrated marketD)power of buyersE)power of suppliersAnswer: CDiff: 2 Page Ref: 201Skill: ConceptObjective: 7-311)The 55-year-old baby boomers share common needs in music and performers・ When a music company decides to serve this group, the group is called a(n) ___________ ・A)market segmentB)target marketC)well-defined marketD)differentiated marketE)undifferentiated marketAnswer: BDiff: 1 Page Ref: 201Skill: ConceptObjective: 7-312)When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is called __________ marketing・A)undifferentiatedB)differentiatedC)targetD)individualE)nicheAnswer: BDiff: 2 Page Ref: 202Skill: ConceptObjective: 7-313)Developing a strong position within several segments creates more total sales than ____________ marketing across all segments・A)undifferentiatedB)differentiatedC)nicheD)targetE)individualAnswer: ADiff: 3 Page Ref: 202Skill: ConceptObjective: 7-314)Using concentrated marketing, the marketer goes after a ___________ share of ___________ ・A)small o a small marketB)small o a large marketC)large o one or a few nichesD)large o the mass marketE)moderate o localAnswer: CDiff: 2 Page Ref: 204Skill: ConceptObjective: 7-315)Today, the low cost of setting up shop __________ makes it even more profitable to serve very small niches・A)in malls in major citiesB)in mail-order catalogsC)on the InternetD)near major competitorsE)far from competitorsAnswer: CDiff: 1 Page Ref: 205AACSB: Use of ITSkill: ConceptObjective: 7-316)Which of the segmenting strategies carries higher-than-average risks in consumer markets?A)concentratedB)massC)differentiatedD)undifferentiatedE)multiple-segmentAnswer: ADiff: 3 Page Ref: 205Skill: ConceptObjective: 7-317)Which of the following is NOT a drawback of local marketing?A)It can drive up manufacturing costs.B)It can drive up marketing costs by reducing economies of scale・C)It can create logistics problems.D) A brands overall image might be diluted through too much variation.E)Supporting technologies are expensive・Answer: EDiff: 3 Page Ref: 206Skill: ConceptObjective: 7-318)In target marketing, the issue is not really who is targeted, but rather ________ and forA)why o whatB)howo whatC)why o how longD)where o how longE)howo whereAnswer: BDiff: 2 Page Ref: 209AACSB: Ethical ReasoningSkill: ConceptObjective: 7-319) A product's position is based on important attributes as perceived by ___________A)suppliersB)competitorsC)market conditionsD)consumersE)managersAnswer: DDiff: 2 Page Ref: 209Skill: ConceptObjective: 7-420)Consumers position products and services ____________ ・A)after marketers put marketing mixes in placeB)generally after consulting friends who use themC)with or without the help of marketersD)only reluctantlyE)based on nearby competitors* positionsAnswer: CDiff: 1 Page Ref: 209Skill: ConceptObjective: 7-421)Which of the listed choices is NOT a positioning task?A)identifying a set of possible competitive advantages upon which to build a positionB)surveying frequent users of the productC)selecting an overall positioning strategyD)effectively communicating and delivering the chosen position to the marketE)selecting the right competitive advantagesAnswer: BDiff: 2 Page Ref: 210AACSB: CommunicationSkill: ConceptObjective: 7-422) A company or market offer can be differentiated along the lines of product, image, services, channels, or __________ ・A)pricesB)nonprice factorsC)peopleD)customer serviceE)locationAnswer: CDiff: 2 Page Ref: 213Skill: ConceptObjective: 7-423)Which type of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance?A)services differentiationB)channel differentiationC)people differentiationD)product differentiationE)price differentiationAnswer: BDiff: 2 Page Ref: 213Skill: ConceptObjective: 7-424)When firms use symbols, colors, or characters to convey their personalities, they are usingdifferentiation.A)imageB)peopleC)companyD)reputationE)subliminalDiff: 1 Page Ref: 213AACSB: CommunicationSkill: ConceptObjective: 7-425)The answer to the customers question H Why should I buy your brand?** is found in theA)quality imageB)customer servicesC)value propositionD)differentiationE)pricing and promotion structureAnswer: CDiff: 2 Page Ref: 214Skill: ConceptObjective: 7-426)What competitive positioning can attack a more-for-more strategy by introducing a brand offering with comparable quality at a lower price?A)more-for-the-sameB)more-for-lessC)same-for-lessD)less-for-much-lessE)all-or-nothingAnswer: ADiff: 3 Page Ref: 215Skill: ConceptObjective: 7-427)Which positioning strategy offers consumers a "good deal'* by offering equivalent-quality products or services at a lower price?A)more-for-the-sameB)more-for-lessC)same-for-lessD)less-for-much-lessE)all-or-nothingAnswer: CDiff: 2 Page Ref: 215Skill: ConceptObjective: 7-4281) H Less-for-much-less H positioning involves meeting consumers1 ________________ ・A)quality performance requirements at a lower priceB)lower quality requirements in exchange for a lower priceC)lower quality requirements at the lowest possible priceD)high quality requirements at a discounted rateE)high quality requirements at the lower possible priceDiff: 1 Page Ref: 216Skill: ConceptObjective: 7-429)When Pacific Fisheries groups its customers as countries by regions such as Asia, Australia, or New Zealand, it is using which segmenting base?A)economic factorsB)political and legal factorsC)geographic locationD)benefits soughtE)demographicsAnswer: CDiff: 1 Page Ref: 193AACSB: Reflective ThinkingSkill: ApplicationObjective: 7-230)When Burger King targets children, teens, adults, and seniors with different ads and media,it is practicing ________ segmentation.A)demographicB)age and life cycleC)psychographicD)behavioralE)generationalAnswer: BDiff: 1 Page Ref: 194AACSB: Reflective ThinkingSkill: ApplicationObjective: 7-231)Your company wants to move away from mass marketing and engage in customer-driven marketing. The four steps to take, in order, are market segmentation, marketing positioning, differentiation, and targeting・Answer: FALSEDiff: 2 Page Ref: 191Skill: ConceptObjective: 7-1104) Demographic segmentation uses different marketing approaches for different time periods of peoples lives and different family situations.Answer: FALSEDiff: 2 Page Ref: 194Skill: ConceptObjective: 7-232)There are many exceptions to the geographic segmentation assumption that consumers in nationsclose to one another will have many common behaviors and traits・Answer: TRUEDiff: 2 Page Ref: 199AACSB: Multicultural and DiversitySkill: ConceptObjective: 7-233)Because there is such variation among the economies of countries around the world, it is not practical to segment international markets on the basis of economic factors・Answer: FALSEDiff: 2 Page Ref: 199AACSB: Multicultural and DiversitySkill: ConceptObjective: 7-234)In evaluating different market segments, a firm should look at three factors: segment size and growth, segment structural attractiveness, and company objectives and resources・Answer: TRUEDiff: 2 Page Ref: 201Skill: ConceptObjective: 7-335)At a recent marketing seminar, the featured speaker stated that a target market consists of a set of buyers who share common needs or characteristics that the company decides to serve・ This is a correct definition.Answer: TRUEDiff: 1 Page Ref: 201Skill: ConceptObjective: 7-336)Mass marketing is becoming a marketing principle for the 21st century.Answer: FALSEDiff: 2 Page Ref: 207Skill: ConceptObjective: 7-337)Consumers position products in their minds in order to simplify the buying process. Answer: TRUE Diff: 3 Page Ref: 209Skill: ConceptObjective: 7-438)Explain the four major steps in designing a customer-driven marketing strategy・Answer: The first step is market segmentation: dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors, who might require separate products or marketing mixes ・ The company identifies different ways to segment the market and develops profiles of the resulting market segments. The second step is market targeting: evaluating each market segments attractiveness and selecting one or more of the market segments to enter ・The third step is differentiation: actually differentiating the firm s market offering to create a superior customer value・ Finally,the last step is market positioning: arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of consumers ・Diff: 2 Page Ref: 19M92AACSB: Analytic SkillsSkill: ApplicationObjective: 7-1。

科特勒市场营销第十一章习题与答案

科特勒市场营销第十一章习题与答案Chapter 11 Pricing Strategies1) Companies facing the challenge of setting prices for the first time can choose between two broad strategies: market-penetration pricing and ________.A) market-level pricingB) market-competitive pricingC) market-skimming pricingD) market-price liningE) market-price fillingAnswer: CDiff: 2 Page Ref: 312Skill: ConceptObjective: 11-12) Of the following, which statement would NOT support a market-skimming policy for a new productA) The product's quality and image support its higher price.B) Enough buyers want the products at that price.C) Competitors are not able to undercut the high price.D) Competitors can enter the market easily.E) C and DAnswer: DDiff: 3 Page Ref: 312Skill: ConceptObjective: 11-13) A firm is using ________ when it charges a high, premium price for a new productwith the intention of reducing the price in the future.A) price skimmingB) trial pricingC) value pricingD) market-penetration pricingE) prestige pricingAnswer: ADiff: 2 Page Ref: 312Skill: ConceptObjective: 11-14) A marketer must be familiar with the five major product mix pricing situations. Which of the following is NOT one of themA) product line pricingB) optional-product pricingC) captive-product pricingD) unbundled product pricingE) by-product pricingAnswer: DDiff: 3 Page Ref: 313Skill: ConceptObjective: 11-25) A challenge for management in product line pricing is to decide on the price steps between the ________.A) various products in a lineB) product mixesC) product groupingsD) product linesE) various target marketsAnswer: ADiff: 2 Page Ref: 313Skill: ConceptObjective: 11-26) HiPoint Telephone Company uses two-part pricing for its long-distance call charges. Because this is a service, the price is broken into a fixed rate plus a ________.A) fixed rate usageB) variable usage rateC) standard usage rateD) market usage rateE) none of the aboveAnswer: BDiff: 1 Page Ref: 315Skill: ConceptObjective: 11-27) Which of the following is NOT a price adjustment strategyA) segmented pricingB) promotional pricingC) free samplesD) geographical pricingE) seasonal pricingAnswer: CDiff: 2 Page Ref: 315Skill: ConceptObjective: 11-38) Service Industries, Inc., plans to offer a price-adjustment strategy in the near future. They could consider each of the following EXCEPT ________.A) discount and allowance pricingB) segmented pricingC) physiological pricingD) promotional pricingE) location pricingAnswer: CDiff: 2 Page Ref: 315Skill: ConceptObjective: 11-39) A quantity discount is a price reduction to buyers who purchase ________.A) frequentlyB) large volumesC) close outsD) inferior merchandiseE) superior merchandiseAnswer: BDiff: 2 Page Ref: 316Skill: ConceptObjective: 11-310) Quantity discounts provide an incentive to the customer to buy ________.A) more products or services from a variety of sellersB) less from another competitorC) more from one given seller, rather than from many different sourcesD) more than he or she needsE) bundled merchandiseAnswer: CDiff: 2 Page Ref: 316Skill: ConceptObjective: 11-311) Which of the following conditions should exist for segmented pricing to be an effective strategyA) The market must be able to be segmented.B) The segments must show different degrees of demand.C) Competitors can't undersell in the segment being charged the higher price.D) All of the above.E) None of the above.Answer: DDiff: 2 Page Ref: 317Skill: ConceptObjective: 11-312) Consumers usually perceive higher-priced products as ________.A) not within reach of most peopleB) having a higher qualityC) having high profit marginsD) popular brandsE) being in the introductory stage of the product life cycleAnswer: BDiff: 2 Page Ref: 317Skill: ConceptObjective: 11-313) Michael and John both own leather jackets and are currently shopping for two new ones. They both have prices in mind and refer to them when shopping. These prices are termed ________.A) psychological pricesB) reference pricesC) comparison pricesD) price pointsE) skimmed pricesAnswer: BDiff: 2 Page Ref: 319Skill: ConceptObjective: 11-314) All of the following are typical ways a reference price might be formed in abuyer's mind EXCEPT ________.A) noting current pricesB) remembering past pricesC) assessing the buying situationD) comparing it to a new productE) influences from sellersAnswer: DDiff: 2 Page Ref: 319Skill: ConceptObjective: 11-315) What type of pricing is being used when a company temporarily prices it product below the list price or even below cost to create buying excitement and urgencyA) segmented pricingB) psychological pricingC) referent pricingD) promotional pricingE) dynamic pricingAnswer: DDiff: 1 Page Ref: 320Skill: ConceptObjective: 11-316) Promotional pricing can have all of the following adverse effects EXCEPT ________.A) creating deal-prone customersB) eroding the brand's value in the eyes of customersC) giving pricing secrets away to competitorsD) becoming addicting to both the customer and businessE) instigating industry price warsAnswer: CDiff: 2 Page Ref: 320Skill: ConceptObjective: 11-317) Durango China Company charges all customers within a given geographical areaa single total price. The more distant the area, the higher the price. This is ________.A) freight-absorption pricingB) zone pricingC) uniform-delivered pricingD) FOB-origin pricingE) bulk rate pricingAnswer: BDiff: 2 Page Ref: 321Skill: ConceptObjective: 11-318) Which of the following is the opposite of FOB-origin pricingA) basing-point pricingB) freight-absorption pricingC) uniform-delivered pricingD) freight-absorption pricingE) zone pricingAnswer: CDiff: 3 Page Ref: 321Skill: ConceptObjective: 11-319) Freight-absorption pricing is used for ________ and ________.A) market penetration; higher profit marginsB) holding on to increasingly competitive markets; higher profit marginsC) market penetration; holding on to increasingly competitive marketsD) generating temporary higher profits; discouraging competitorsE) services; installationsAnswer: CDiff: 3 Page Ref: 321Skill: ConceptObjective: 11-320) When a company charges the same rate to ship a product anywhere in the United States, it is using which form of geographic pricingA) deliveredB) factoryC) originD) uniform deliveredE) basing-pointAnswer: DDiff: 1 Page Ref: 321Skill: ConceptObjective: 11-321) When pricing internationally, most companies adjust their prices to reflect ________.A) local market conditionsB) cost considerationsC) local laws and regulationsD) exchange-rate fluctuationsE) all of the aboveAnswer: EDiff: 2 Page Ref: 323AACSB: Multicultural and DiversitySkill: ConceptObjective: 11-322) Most companies that conduct international business ________ to ________.A) adjust their prices; take local market conditions into considerationB) use promotional pricing; create excitement in new marketsC) use geographical pricing; reduce delivery costsD) set a uniform price; maintain a consistent product imageE) initiate price cuts; compensate for import tariffs and taxesAnswer: ADiff: 2 Page Ref: 323AACSB: Multicultural and DiversitySkill: ConceptObjective: 11-323) When a competitor cuts its price, a company is most likely to decide to ________ if it believes it will not lose much market share or would lose too much profit by cutting its own price.A) reduce its production costsB) reduce its marketing costsC) maintain its current prices and profit marginD) increase its marketing budget to raise the perceived value of the productE) increase its production costs to improve the quality of the product Answer: CDiff: 2 Page Ref: 326Skill: ConceptObjective: 11-424) When faced with a competitor who has cut its product's price, which of the following is typically the most efficient way for a company to maintain its own price but raise the perceived value of its offerA) improving the quality of the productB) introducing a higher-priced premium brandC) altering the company's marketing communicationsD) bundling the offer with add-onsE) distributing the product through less costly channelsAnswer: CSkill: ConceptObjective: 11-425) The Sherman, Clayton, and Robinson-Patman Acts are all federal laws that were enacted to curb the formation of ________.A) monopoliesB) oligopoliesC) competitive marketsD) international marketsE) limited partnershipsAnswer: ADiff: 2 Page Ref: 327AACSB: Ethical ReasoningSkill: ConceptObjective: 11-426) When sellers set prices after talking to competitors and engaging in collusion, they are involved in ________.A) predatory pricingB) discriminatory pricingC) price-fixingD) skimming pricingE) penetration pricingAnswer: CAACSB: Ethical ReasoningSkill: ConceptObjective: 11-427) Price discrimination is legal under which of the following conditionsA) when a manufacturer and reseller have agreed upon a specified retail price for a productB) when a manufacturer sells to retailers in different marketsC) when a seller can prove its costs are different when selling to different retailersD) when a seller advertises prices that are not actually available to consumersE) when a seller has not communicated with competitors before announcing prices Answer: CDiff: 3 Page Ref: 330AACSB: Ethical ReasoningSkill: ConceptObjective: 11-428) Mark's Markers, a manufacturer of color markers, has required its dealers to charge a specified retail price for its markers. Mark's is most likely guilty of ________.A) price-fixingB) retail price maintenanceC) price discriminationD) price collusionE) unfair price skimmingAnswer: BDiff: 2 Page Ref: 330AACSB: Ethical ReasoningSkill: ConceptObjective: 11-429) Pricing strategies tend to change and evolve as the average product passes through its life cycle.Answer: TRUEDiff: 1 Page Ref: 312Skill: ConceptObjective: 11-130) When using product bundle pricing, sellers combine several of their products and offer the bundle at an increased price for increased profit.Answer: FALSEDiff: 1 Page Ref: 315Skill: ConceptObjective: 11-232) A seasonal discount is a price reduction to buyers who buy merchandise or services while they are in season.Answer: FALSEDiff: 2 Page Ref: 316Skill: ConceptObjective: 11-333) Segmented pricing is known by other names; two of themost common are revenue management and yield management.Answer: TRUEDiff: 2 Page Ref: 317Skill: ConceptObjective: 11-334) The frequent use of promotional pricing can lead to industry price wars. Answer: TRUEDiff: 2 Page Ref: 320Skill: ConceptObjective: 11-335) The FOB-origin pricing strategy means that the goods sold are placed free on board a carrier. At that point the title and responsibility pass to the customer, who pays the freight from the factory to the destination.Answer: TRUEDiff: 3 Page Ref: 321Skill: ConceptObjective: 11-336) When Redman's Variety raised their store prices 40 percent and then ran a 20 percent off sale, Redman's was guilty of deceptive pricing.Answer: TRUEDiff: 2 Page Ref: 330AACSB: Ethical ReasoningSkill: ApplicationObjective: 11-437) Companies bringing out a new product can choose between two pricing strategies. What are they And please try to distinguish between the two (List the requirements for using these strategies).Answer: Market skimming is used to skim revenues layer by layer from the market by entering the market with high initial prices. The product's quality and image must support its higher price, and enough buyers must want the product at that price. The costs of producing a smaller volume cannot be so high that they cancel the advantage of charging more. Competitors should not be able to enter the market easily and undercut the high price. Market penetration is used to penetrate the market quickly and deeply to attract a large number of buyers quickly and win a large market share by setting a low price initially when it enters the market. The market must be highly price sensitive so that a low price produces more market growth. Production and distribution costs must fall as sales volume increases. Also, the low price must help keep out competition and be maintained over time.Diff: 2 Page Ref: 312-313AACSB: Analytic SkillsSkill: ApplicationObjective: 11-1。

运营管理期末考试试题英文

运营管理期末考试试题英文### Final Examination for Operations ManagementSection A: Multiple Choice Questions (Choose the best answer for each question)1. What is the primary goal of operations management?A. Cost reductionB. Quality improvementC. Efficiency maximizationD. All of the above2. Which of the following is not a type of inventory?A. Raw materialsB. Work-in-progressC. Finished goodsD. Human resources3. What is the purpose of a capacity plan?A. To ensure the organization has enough resources to meet demandB. To reduce the number of employeesC. To increase the use of technologyD. To decrease the amount of inventory4. Which of the following is a benefit of lean production?A. Increased inventory levelsB. Reduced waste and inefficiencyC. Increased complexity in processesD. Higher costs for raw materials5. What is the main focus of Six Sigma methodology?A. Process improvement and reduction of defectsB. Financial managementC. Marketing strategiesD. Human resources managementSection B: Short Answer Questions6. Define the term "Operations Management" and explain its significance in a business.7. What are the four primary activities of the supply chain? Provide a brief description of each.8. Explain the concept of "Just-In-Time" (JIT) inventory management and its advantages.9. How does the use of Total Quality Management (TQM) impact an organization's operations?10. Describe the role of a project manager in operations management.Section C: Case StudyBackground:ABC Company is a manufacturing firm that specializes in producing high-quality electronic components. They haverecently faced challenges in meeting customer demand due to production delays and inventory issues.Tasks:1. Analyze the current operations of ABC Company and identify potential areas for improvement.2. Propose a plan to implement a lean production system to reduce waste and improve efficiency.3. Discuss the importance of capacity planning in managing the production capacity of ABC Company to meet the growing demand.Section D: Essay Question11. Discuss the role of technology in modern operations management. How does the integration of advanced technologies like AI, IoT, and Big Data impact the efficiency, productivity, and decision-making processes within an organization?Instructions:- Answer all questions to the best of your ability.- Show all your work for calculations.- Use complete sentences and proper grammar in your answers. - Be concise and to the point in your responses.Note:- This examination is designed to assess your understanding of the key concepts and practices in operations management. - Good luck!End of Examination。

科特勒营销管理架构英文版练习题期末试题3

MKTG 649: Marketing Management, Spring 2011Exam 3 Review Questions∙NOTE: These questions are illustrative. in addition to studying this set, you should also consult the relevant chapters of your text and your lectures notes.∙ Review this set and feel free to discuss with me, should you have any questions or concerns.Chapter 12 – Developing Pricing Strategies and Programs1. When customers buy on the basis of a reference price or because the price conveys a particular quality image to them, they are being influenced by __________.a. value pricingb. the psychology of pricingc. the going-rates of competitorsd. value augmented by perceptione. an aggregated marketing plan for pricing2. A common mistake in pricing is __________.a. setting prices according to demandb. revising prices too oftenc. considering price and price competition as a key problem in marketingd. ignoring costs when setting pricese. setting prices independently of the rest of the marketing mix3. A market segment has a large number of buyers. High initial price does not attract competitors to the market, but it communicates superior product image. In this segment a __________ is the best strategy.a. market-skimming pricingb. product quality leadershipc. maximum current revenued. market-penetration pricinge. maximum sales growth4. __________ are costs that do not vary with production or sales revenue.a. Total costsb. Average costsc. Variable costsd. Fixed costse. Marginal costs5. Every time Nike doubles the total number of shoes it has sold, its marketing cost structure falls by a predictable percentage. This is an example of the __________.a. leverage effectb. activity-based pricing conceptc. experience curved. elasticity consumer exhibit for shoe pricese. target costing principle6. A maker of generic skateboard decks (blanks) for shops to customize incurs a variable cost of $12 per blank and fixed costs of $500,000. To earn a 20 percent markup on selling price, the manufacturer would charge __________ for each of the 100,000 blanks it expects to sell.a. $14.40b. $20.40c. $21.25d. $37.50e. $33.337. Lucinda is a maker of wine charms (small, decorative jewelry loops put on wineglass stems to set your glass apart from those of other partiers), and has a variable cost of $4.50 per set of six and fixed costs of $16,000. To earn a 25 percent markup on selling price, Lucinda should charge __________ for each of the 4,000 sets of charms she expects to sell.a. $5.63b. $6.38c. $8.63d. $9.63e. $11.338. Burlingvale Coats produces winter wear for Target. Their recently designed parkas for the northern stores cost about $30 to produce, and Burlingvale wishes to earn a 15 percent return on an investment of $5 million. If 75,000 parkas will be sold to Target, the appropriate price per item is __________.a. $30.00b. $37.50c. $35.00d. $40.00e. $45.009. Nixon Watch Co. will incur fixed costs of $500,000 and unit variable costs of $20 on its new perpetual calendar quartz models. Nixon plans to set the wholesale price of the model at $50. To break even, Nixon must sell __________ units.a. 9,876b. 16,667c. 18,333d. 20,000e. 25,00010. __________ pricing is a method in which the company charges a fairly low price for a high-quality offering.a. Markupb. Psychologicalc. Target-returnd. Perceived-valuee. Value11. Every August, Fat Tire Ale hosts a bike race and beer tasting festival in Taos, New Mexico. During the festival, local retailers offer __________ pricing to entice people who come for the festival to come into their stores and buy their merchandise.a. special-eventb. seasonal discountc. promotional allowanced. psychological discounte. functional discountMini-Case 12-1Fugazi is a punk band from Washington, D.C. The leader, Ian, insists that the band not focus on the commercial aspects of making music, so the band typically charges less than $10 for a live show, they sell no T-shirts or other Fugazi gear, and they will only play in all-ages venues. To increase creative and financial control, Ian and other members of the band package and sell their self-produced CDs that they sell for $10 online.12. Refer to Mini-Case 12-1. Every time Fugazi tours, they are able to pick up more ideas about how to minimize the costs of going on tour, in order to make a fair and increasing return for their efforts. This is an example of __________.a. total costs fallingb. activity-based accountingc. target costingd. the learning curvee. consideration of customers’ demand schedules13. Refer to Mini-Case 12-1. When it comes to pricing their music, Fugazi uses the __________ method.a. valueb. going-ratec. markupe. target-return14. Refer to Mini-Case 12-1. The underlying objective or philosophy used by Fugazi in setting their prices is probably__________.a. survival—in this case, keeping the band “alive”b. maximum current profit—using the strict definition in the bookc. maximum market share—in this case, getting as many people to listen to the band as possibled. market skimming—using the strict definition in the booke. product-quality leadership—the logic being that offering the best music possible will cost more than providing average-quality musicChapter 13 – Designing and Managing Integrated Marketing Channels1. ___________ are sets of interdependent organizations involved in the process of making a product or service available for use or consumption.a. Marketing channelsb. Retailer chainsc. Wholesalersd. Distributorse. Consumers2. Penguin sells books through ’s online store, this is an example of using a __________.a. zero-level channelb. one-level channelc. two-level channeld. three-level channele. reverse-flow channel3 A marketing channel intermediary knows its customers want to be able to buy in large quantity, so it needs to be especially concerned about the ___________ it provides to customers.a. spatial convenienceb. service backupc. lot sized. waiting timee. product variety4. If a manufacturer is concerned with the breadth of the assortment its distributor can provide customers, the manufacturer is expressing a concern about the ___________ the distributor provides.a. spatial convenienceb. waiting timec. lot sized. service backupe. product variety5. A firm might choose __________ when it wants to maintain control over the service level and service outputs offered by the resellers.a. exclusive distributionb. mass distributionc. intense distributiond. mini-distributione. full-line forcing6. ___________ distribution consists of the manufacturer placing the goods or services in as many outlets as possible.a. Selectiveb. Intensivec. Inclusived. Exclusive7. Bodyshop produces a line of all-natural lotions and soaps, and is trying to choose between using its own sales force and hiring manufacturers’ representatives to sell its products to non-Bodyshop distributors. Bodyshop has come to the realization that it can more easily direct its sales force’s efforts, the products emphasized, and how accounts are managed if it sets up its own sales force. This company is evaluating its choice on the basis of ___________ criteria.a. economicb. quantitativec. territoriald. adaptivee. control8. Franchise operations, such as Krispy Kreme, Papa John’s Pizza, and H&R Block, are examples of ___________.a. administered VMSsb. horizontal marketing systemsc. contractual VMSsd. corporate VMSse. conventional marketing systems9. When 50 independent hardware stores formed a new business entity to provide them with the services of the wholesaler, this was an example of ___________.a. wholesaler-sponsored voluntary chainsb. retailer cooperativesc. franchise organizationsd. catalog showroomse. linked divisions10. ___________ conflict involves conflict between members at the same level within the channel.a. Horizontal channelb. Direct channelc. Multichanneld. Vertical channele. Single channel11. Joe Montes hand-makes guitars and sells them to retailers and also recently began to sell them to the final customer at . The retailers aren’t happy about the Internet sales because they claim the direct marketing sales are adversely affecting their in-store sales. This is an example of ___________ conflict.a. horizontal channelb. direct channelc. multichanneld. vertical channele. single channel12. ___________ means having a skilled, neutral third party reconcile the two parties’ interests.a. Diplomacyb. Cooptationc. Goal subordinationd. Arbitratione. MediationMini-Case 13-2The Hanlon brothers of Minnesota decided to revive an extinct motorcycle brand, the once-proud Excelsior-Henderson. They raised millions of dollars from stock sales and got the state to subsidize them for millions more. They spent lots of the raised money announcing the future coming of the bike, creating high awareness at rallies and race events. In 2000, after nearly 4 years of work, they introduced their first model , the Big X, through test rides at the Black Hills Rally in Sturgis, South Dakota, and at the Laughlin River Run in Laughlin, Nevada. Interested buyers were shown maps with a small network of about 80 U.S. dealers who had agreed to stock the bikes, and the Hanlons promised more to come. However, purchasers who had interest and the money to purchase hesitated about the quality and stability of the proposed dealership network and the bike never sold enough units to keep the company alive. Within months the company went bankrupt, probably not due to a lack of good product, but rather due to a lack of good distribution.13. Refer to Mini-Case 13-2. Which of the following is a reason the Hanlons tried to build a network of dealers rather than create their own dealerships?a. direct marketing is not feasible for motorcyclesb. to be more efficient with consumers’ time and energyc. they lacked the financial resources to carry out direct marketingd. management egoe. the multichannel marketing approach seemed like the best idea at the time14. Refer to Mini-Case 13-2. The number of intermediaries suggests what type of distribution?a. selectiveb. intensivec. exclusived. multichannele. hybridChapter 14 – Managing Retailing, Wholesaling, and Logistics1. A concept in retailing that helps explain the emergence of new retailers is called the __________ hypothesis.a. retail life cycleb. wheel-of-retailingc. service-assortmentd. product life cyclee. retail profitability2. When Cyler goes to do his grocery shopping for the week, he also likes to drop off his finished rolls of film and visit the bank at the same time. He would also like the idea of having a package-mailing service to use while he is shopping. Cyler would enjoy doing his grocery shopping at a __________.a. combination storeb. category killerc. superstored. hypermarkete. warehouse store3. Which of the following best describes the retailers that carry more shopping goods, and where customers need more information and assistance?a. self-serviceb. self-selectionc. limited serviced. full servicee. automated service4. A businesswoman has agreed to buy the right to use a process and a system from a company that also sells the same thing to other businesspeople. The woman is a __________.a. wholesalerb. member of a voluntary chainc. corporate chains stored. franchisere. franchisee5. The citizens of North Cheshire Village, Massachusetts, got tired of having to drive 18 miles to buy gasoline and sundry items. They have decided to open their own store. All have contributed money to purchase the initial inventory and open this store, which will carry gasoline and a small amount of related accessories and lubricants. Each participant will have a vote in store policy, will elect someone to operate the store, and will receive dividends based on any profits. They are engaged in a(n) __________.a. consumer cooperativeb. retailer cooperativec. merchandising cooperatived. voluntary storee. independent superspecialty store6. Josie is choosing the mix of products and determining how many product lines she will carry in her teacher supply store. Josie is making the __________ decision.a. target marketb. market segmentationc. product-assortmentd. store atmospheree. service level7. Experience marketing at Starbucks includes which of the following senses?a. smellb. soundc. feeld. looke. all of the above are sense-oriented marketing cues at Starbucks8. Which of the following is NOT a function of wholesalers?a. bulk-breakingb. selling and promotingc. transportationd. risk bearinge. final customer segment selection9. Integrated logistics systems (ILSs) involves all of the following EXCEPT:a. materials managementb. material flow systemsc. physical distributiond. information technologye. financing10. Planning the infrastructure to meet demand, then implementing and controlling physical flows of materials and final goods from place to place to meet customer needs at a profit is called __________.a. market logisticsb. demand chain planningc. sales forecastingd. supply chain managemente. value-added services11. As Chin sat in his car waiting for the barges to pass through the drawbridge, he noticed several semi-trailers being carried on the barges. This is an example of __________.a. encapsulationb. trainship distributionc. dual distributiond. fishyback distributione. bimodal distributionMini-Case 14-1Big Lots! sells a wide variety of goods that have been clearanced to them (close-out merchandise, products that represent overruns in production, etc.). Although consumers never know what will be on the shelves at Big Lots!, they know that the prices are typically 40 percent to 75 percent less than what those goods go for elsewhere. Big Lots! Corporation owns all the stores. They like to house the stores along major thoroughfares of large cities, clustered with other stores in long buildings. They have had good success with this business model since the beginning.12. Refer to Mini-Case 14-1. What type of organization is Big Lots!?a. voluntary chainb. corporate chainc. retailer cooperatived. consumer cooperativee. franchise operation13. Refer to Mini-Case 14-1. What type of retailer is Big Lots!?a. factory outletb. warehouse clubc. independent off-price retailerd. superstoree. specialty store14. Refer to Mini-Case 14-1. Big Lots! tends to favor what type of retail location?a. general business districtb. regional shopping centerc. community shopping centerd. location within larger operatione. shopping stripChapter 15 – Designing and Managing Integrated Marketing Communications1. __________ are the means by which firms attempt to inform, persuade, and remind customers about the products and brands that they sell.a. Marketing communicationsb. Sales promotionsc. Mass communicationsd. Brand imagese. Broadcast media2. This is the use of mail, telephone, fax, email, or the Internet to communicate directly with or solicit a response or dialogue from specific customers or prospects.a. personal sellingb. viral marketingc. brand buildingd. direct marketinge. sales promotion3. Bradford Soap, the second-largest soap maker in the world, occasionally arranges tours of their plant in Warwick, Rhode Island. This is a part of what kind of communications platform?a. eventsb. experiencesc. personal sellingd. sales promotione. direct marketing4. The communication objective that involves self-instructions to buy the brand or take buying related action.a. brand attitudeb. brand purchase intentionc. category needd. brand awarenesse. adoption5. When defining marketing communications to achieve a certain response, the creative strategy is most closely related to which of the following?a. what to sayb. to whom should it be saidc. how to avoid noised. how to say ite. who should say it6. An ad states that DirecTV offers better HD options than cable. This is an example of a(n) __________ appeal.a. moralb. emotionalc. transformationald. sociale. informational7. Michelin Tires has commercials featuring diaper-clad babies sitting in Michelin tires. A voiceover tells you the tires are more expensive than many brands but that what is riding on them is priceless. This is an example of a(n) __________ appeal.a. moralb. transformationalc. sociald. informationale. rational8. Source credibility is a function of the source’s __________.a. personal, social, and moral influencesb. quality of expression—both verbal and nonverbalc. likeability, expertise, and trustworthinessd. recognizability, trustworthiness, and reputatione. knowledge, reputation, and perceived expertise9. Fred “Ford” Groves, a Cape Girardeau, Missouri Ford vehicle dealership likes to motivate its salespeople with contests that award prizes like trips to Disneyworld for selling the most vehicles in a time period. These kinds of sales promotions are common for big-ticket salespeople, and would be classified as what type of marketing communications?a. sales contests do not constitute marketing communicationsb. paid media, nonpersonalc. free media, personald. public relationse. sales promotions10. Ohana Surf, on the north shore of Oahu, Hawaii, is preparing its promotional budget for next year. If its first step is to forecast next year’s sales, then Ohana is probably using the __________ method.a. percentage-of-salesb. affordablec. market shared. competitive-paritye. objective-and-task11. In an ideal world the __________ is the preferred method of setting a promotion budget.a. percentage-of-sales methodb. arbitrary allocationc. affordable methodd. competitive-parity methode. objective-and-task method12. The three distinct benefits of __________ are its ability to communicate, its ability to act as an incentive, and its invitation to consumers to buy now.a. direct mailb. sales promotionc. advertisingd. public relationse. personal selling13. __________ is(are) the most effective tool at later stages of the buying process.a. Direct marketingb. Events and experiencesc. Personal sellingd. Sales promotione. Advertising14. After the communications plan has been implemented, which of the following is a behavioral measure of the audience’s response?a. how many people bought the productb. whether audience members recognize the brandc. how many times the target saw the add. current and previous attitudes toward the brand among audience memberse. number of points recalled from the campaignChapter 16 – Managing Mass Communications1. Which of the following is NOT one of the five Ms of advertising?a. managementb. missionc. moneyd. measuremente. media2. Hospitals are engaged in intense competition to fill their maternity beds. What type of advertising would hospitals most likely use for advertising their new amenities like Jacuzzis in every room, filet mignon or lobster on the menu, and afternoon teas for the new mothers and their families?a. descriptiveb. persuasivec. reminderd. informativee. instructive3. Advertising for Advil pain reliever shows how Advil is superior to Tylenol. This is an example of _____________ advertising.a. descriptiveb. persuasivec. reminderd. informativee. instructive4. Zhao is advertising her import-export business and wants to find the most cost-effective way of delivering the desired number and types of message exposures to his target audiences. Zhao is considering her __________.a. marketing planb. creative development and executionc. plan of attackd. media selectione. effective appeal5. The owner of a dive shop, which provides its customers with scuba training and sells dive equipment and accessories, would like to advertise. He is considering outdoor advertising. Outdoor advertising would ___________.a. give his ad high repeat exposureb. provide tremendous audience selectivityc. allow the dive shop to create very creative adsd. not have to contend with cluttere. provide all of the above benefits to the dive shop6. Daisy has formed a company that markets ad space on city parking meters. Her first clients are antacids, a dog-walking service, and the local museum’s new exhibit. This is an example of what type of alternative advertising form?a. point-of-purchase advertisingb. anti-zipping/zapping advertisingc. increased intensity advertisingd. captured attention advertisinge. place advertising7. The media-timing pattern in which advertising is run evenly throughout a given period is called _____________.a. flightingb. concentrationc. pulsingd. burstinge. continuity8. An advertiser on a limited budget that schedules media so that a heavy dose of advertising is followed by a period of no advertising is using a pattern called _____________.a. burstingb. continuityc. pulsingd. concentratione. flighting9. ___________ is a key ingredient in many marketing campaigns and consists of a diverse collection of incentive tools, mostly short term, designed to stimulate trial, or quicker or greater purchase, of particular products or services by consumers or the trade.a. Advertisingb. Public relationsc. Sales promotiond. Personal sellinge. Market segmentation10. Pepsi is using a sales promotion campaign for AMP, its new energy drink based on its popular Mountain Dew recipe. Pepsi is running coupons in magazines aimed at teenagers and college students, offering refund offers for multiple purchases, and mailing samples to homes in selected zip codes. All of the methods that Pepsi is using are types of _____________.a. intermediary promotional activitiesb. trade promotionsc. public relations activitiesd. functional promotionse. consumer promotions11. What is the final step in the formula for measuring the sales impact of advertising?a. share of marketb. share of heartc. share of mindd. share of voicee. share of expenditures12. Tom’s used _____________ when it placed a coupon for $1.00 off any 12-pack of soda on packages of its Hot Fries snacks.a. a price packb. a prize promotionc. a point-of-purchase promotiond. a cross-promotione. promotion bundling13. The marketer of Squall cigars had a promotion in which customers could send in three proofs of purchase and $29 in exchange for a very nice windproof and waterproof jacket that sported an embroidered Squall logo. The jacket had an actual market value of about $70. This is an example of what type of consumer promotion?a. couponsb. frequency programsc. prizesd. patronage awardse. premiums14. Ricolini’s Italian Deli has a program that gives you your 10th sandwich free. What type of consumer sales promotion is Ricolini’s using?a. free trialsb. frequency programs c. cross-promotions d. samples e. couponsChapter 17 – Managing Personal Communications 1. Drawing from the opening vignette of Chapter 17, which is NOT true about Coca Cola’s personal communications with customers and potential customers? a. uses second life b. uses extensive word-of-mouth c. uses and interactive commitment d. knows that not every online feature will work right away e. used short film and other promotional elements to extend an ad campaign 2. Euli Chaves wants to sell difficult-to-find Brazilian grocery items to U.S. buyers, via a mailed catalog. He has read that a 2 percent response rate is considered good. He decides that he wants 4 percent of those who receive the catalog to make a purchase. At what stage of the direct mail campaign is Chaves? a. objectives b. target markets and prospects c. offer elements d. testing elements e. measuring success 3. In direct mail, the __________ consists of five elements—product, offer, medium, distribution method, and creative strategy. a. R-F-M formula b. marketplace conditions c. offer strategy d. break-even response rate e. order response rate 4. Outbound telemarketing involves __________? a. receiving calls b. providing incentives c. only using the Internet d. initiating calls to prospects and customers e. none of the above. 5. When evaluating Web sites, which is a part of the “ease of use” quality? a. individual pages are clean looking b. typefaces are very readable c. site makes good use of color d. first page easy to understand e. individual pages are not overly crammed with content 6. Which of the following best describes a salesperson whose expertise lies in solving a customer’s problem, often with a system of the firm’s goods and services? a. deliverer b. order taker c. technician d. demand creator e. solution vendor 7. The __________ approach to selling trains salespeople in customer problem solving in which the rep learns to listen and ask questions in order to identify customer needs and come up with sound product solutions. a. customer-oriented b. relationship marketingMKTG 649, Spring 2011, Exam 3 Review Questions – Page 11 of 13c. sales-oriented d. transformational marketing e. negotiation-based 8. Once a salesperson has identified a hot prospect, she is now ready to enter the __________ stage of the personal selling process. a. preapproach b. qualifying c. approach d. presentation e. canvassing 9. Orlando Solis is a successful Nissan salesman. He is the type of salesperson who has many regular customers return and buy their next car with him. His ability to retain customers would lead you to believe that Orlando is effectively performing the __________ stage of the personal selling process. a. prospecting b. closing c. presenting d. demonstrating e. follow up 10. __________ receives more emphasis in jobs with a high ratio of nonselling to selling duties and when the selling task is technically complex and involves teamwork. a. Fixed compensation b. Variable compensation c. Demand compensation d. Supply compensation e. Combination compensation 11. __________ receives more emphasis in jobs where sales are cyclical or depend on individual initiative. a. Fixed compensation b. Variable compensation c. Demand compensation d. Supply compensation e. Mixed compensation 12. A(n) __________ is a planning tool that helps salespeople understand how they spend their time and how they might increase their productivity. a. time-and-motion study b. call report c. territory marketing plan d. time-and-duty analysis e. activity plan 13. Judith “cold calls” prospective clients to make appointments for the sales force in order to help them use their time more efficiently. Judith would be considered a(n) __________. a. telemarketer b. sales assistant c. inside salesperson d. technical support person e. agent sales rep Mini-Case 17-1 Adam Wetzel manages sixteen salespeople in a territory that covers an area including eastern Colorado over to western Iowa and Missouri. They market payroll systems for small, independent companies. Adam’s salespeople vary in their earnings from $38,000 per year to over $140,000 per year. They are all provided with a company car and a travel and entertainment card, but only make more than $1,800 per month if they sell a minimum number of systems in the measured period. 14. Refer to Mini-Case 17-1. Adam’s sales force is paid on what type of compensation plan? a. fixed amountMKTG 649, Spring 2011, Exam 3 Review Questions – Page 12 of 13。

营销管理期末试题及答案

营销管理期末试题及答案一、选择题（每题2分，共50分）1.以下哪项不是市场调研的主要步骤？A. 确定研究目标B. 收集数据C. 制定调研计划和设计问卷D. 进行数据分析和报告2.以下哪项不是营销策划的关键要素？A. 市场定位B. 产品定价C. 渠道选择D. 员工培训3.以下哪项不是促销活动的目的？A. 吸引新客户B. 增加销售额C. 建立品牌形象D. 减少成本开支4.市场细分的目的是什么？A. 增加市场份额B. 提高产品质量C. 了解目标客户群体D. 减少营销成本5.以下哪项不是发展新产品的阶段？A. 概念开发B. 商业化C. 市场试验D. 市场维持6.以下哪项不是品牌形象的组成要素？A. 品牌名称B. 品牌标志C. 产品价格D. 品牌口碑7.以下哪项不是营销渠道的类型？A. 直销渠道B. 零售渠道C. 消费者渠道D. 代理商渠道8.以下哪项不是营销传播的工具？A. 广告B. 促销活动C. 公关D. 竞争分析9.市场份额是指什么？A. 公司在市场上的销售总额B. 公司在总市场容量中的占比C. 公司的利润占总市场比例D. 公司的市场份额和市场份额10.以下哪项不是客户关系管理的目的？A. 提高客户满意度B. 增加客户忠诚度C. 扩大市场规模D. 提高客户留存率二、简答题1.请简要解释市场定位的概念，并说明其在营销管理中的重要性。

（10分）市场定位是指企业通过分析和理解市场需求、竞争环境等因素，确定自身产品或服务在目标市场中的定位和差异化竞争策略。

它的重要性体现在以下几个方面：首先，市场定位可以帮助企业确定目标客户群体，从而有针对性地制定营销策略和推广活动，提高销售转化率和客户满意度。

其次，市场定位能够帮助企业实现差异化竞争。

通过找到产品或服务的独特卖点，与竞争对手形成差异化，提高竞争优势，获得更多市场份额。

最后，市场定位可以帮助企业避免资源的浪费。

定位准确的企业能够更好地分配资源，将有限的资金、人力和时间用在真正有潜力的市场上，提高整体市场开发效率。

科特勒编写《美国营销管理最新测试试题与答案》2016新版chapter7

Principles of Marketing, 16e (Kotler)Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers 1) ________ consists of evaluating each market segment's attractiveness and selecting one or more segments to enter.A) PositioningB) Mass customizationC) Market targetingD) Market segmentationE) DifferentiationAnswer: CSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy2) ________ involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes.A) Mass customizationB) Market targetingC) Market segmentationD) DifferentiationE) PositioningAnswer: CSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy3) ________ involves actually distinguishing the firm's market offering to create superior customer value.A) Mass customizationB) DifferentiationC) Market segmentationD) DiversifyingE) TargetingAnswer: BSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy4) When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group that includes many college students, as an untapped group of potential customers for their new line of products, they were engaging in ________.A) occasion segmentingB) local marketingC) market diversificationD) market targetingE) product positioningAnswer: DAACSB: Analytical thinking; Diverse and multicultural work environmentsSkill: ApplicationObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Moderate5) ________ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.A) Mass customizationB) PositioningC) SegmentationD) DifferentiationE) TargetingAnswer: BAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy6) Mass marketing involves identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each.Answer: FALSESkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy7) The customer-driven marketing strategy involves four steps: market segmentation, market targeting, positioning, and differentiation.Answer: TRUESkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy8) What is differentiation?Answer: Differentiation refers to differentiating the market offering to create superior customer value.Skill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy9) Explain the four major steps in designing a customer-driven marketing strategy.Answer: The first step is market segmentation: dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors, who might require separate products or marketing mixes. The company identifies different ways to segment the market and develops profiles of the resulting market segments.The second step is market targeting: evaluating each market segment's attractiveness and selecting one or more of the market segments to enter.The third step is differentiation: actually differentiating the firm's market offering to create a superior customer value.Finally, the last step is market positioning: arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of consumers. AACSB: Application of knowledge; Written and oral communicationSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Moderate10) ________ calls for dividing the market into regions, states, counties, cities, or even neighborhoods.A) Benefit segmentationB) Geographic segmentationC) Demographic segmentationD) Psychographic segmentationE) Occasion segmentationAnswer: BSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy11) "Many companies today are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and neighborhoods." This is an example of ________.A) geographic segmentationB) product diversificationC) brandingD) psychographic segmentationE) demographic segmentationAnswer: AAACSB: Application of knowledgeSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate12) ________ segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation.A) GeographicB) BenefitC) OccasionD) PsychographicE) DemographicAnswer: EAACSB: Diverse and multicultural work environmentsSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy13) Delta Motorworks markets its cars based on the age, gender, and income of its customers. Which of the following types of market segmentation is evident here?A) geographic segmentationB) benefit segmentationC) occasion segmentationD) demographic segmentationE) psychographic segmentationAnswer: DAACSB: Application of knowledgeSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate14) A company selling child-care products ran a television ad depicting women as being primarily responsible for childcare. Many women viewers considered this regressive, alleging that the ad failed to recognize the much more diversified role of women in today's world. This is an example of ________.A) cause marketingB) stereotypingC) niche marketingD) scapegoatingE) positioningAnswer: BAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate15) ________ segmentation has long been used in clothing, cosmetics, toiletries, and magazines.A) BehavioralB) GenderC) BenefitD) OccasionE) GeographicAnswer: BSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy16) Gilron Holidays runs a premium membership club that caters to customers whose annual salary exceeds $100,000. Members of this club are offered seasonal discounts on select luxury hotels in select cities worldwide. Gilron Holidays most likely follows a(n) ________ segmentation approach.A) genderB) incomeC) occasionD) benefitE) geographicAnswer: BAACSB: Application of knowledgeSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate17) ________ segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics.A) BenefitB) OccasionC) GeographicD) DemographicE) PsychographicAnswer: ESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy18) Marketers who use ________ often segment their markets by consumer lifestyles and base their marketing strategies on lifestyle appeals.A) demographic segmentationB) geographic segmentationC) benefit segmentationD) psychographic segmentationE) occasion segmentationAnswer: DSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate19) ________ segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.A) BehavioralB) PsychographicC) Age and life cycleD) GenderE) GeographicAnswer: ASkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy20) ________ segmentation refers to dividing the market into segments according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item.A) GenderB) PsychographicC) OccasionD) GeographicE) IncomeAnswer: CSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy21) Malcolm Sanders, a graduate student from Boston, makes customized snowboards for local snowboarding enthusiasts. The demand for snowboards peaks during the winter months, a busy time for Malcolm. He advertises more aggressively and sells most of his snowboards around this time. Which market segmentation approach does Malcolm most likely use?A) gender segmentationB) psychographic segmentationC) occasion segmentationD) geographic segmentationE) age and life-cycle segmentationAnswer: CAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate22) ________ requires finding the major advantages people look for in a product class, the kinds of people who look for each positive aspect of a product, and the major brands that deliver it.A) Gender segmentationB) Psychographic segmentationC) Benefit segmentationD) Geographic segmentationE) Age and life-cycle segmentationAnswer: CAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy23) Calypso Motors recently rolled out its Proteus hatchback. Proteus combines the attractiveness of a luxury car with the excellent agility of a sports car. Calypso Motors is confident that Proteus will appeal to both sports car enthusiasts as well as the luxury segment. Which of the following types of market segmentation is evident here?A) gender segmentationB) income segmentationC) benefit segmentationD) geographic segmentationE) age and life-cycle segmentationAnswer: CAACSB: Application of knowledgeSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate24) Which of the following refers to a behavioral segmentation variable that involves segmenting markets into nonusers, ex-users, potential users, first-time users, and regular users of a product?A) user statusB) usage ratesC) gender statusD) income statusE) loyalty statusAnswer: AAACSB: Application of knowledgeSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy25) In the context of behavioral segmentation, who among the following is a potential user?A) Anita, who recently had a babyB) Peter, who recently changed his jobC) Mary, who enrolled as a graduate student in a university last yearD) Gina, who opened a dental clinic in Orange CountyE) Raj, who is planning a trip to Hawaii with friendsAnswer: AAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate26) In the context of behavioral segmentation, markets segmented by ________ can be categorized into light, medium, and heavy product users.A) benefits soughtB) loyalty statusC) usage rateD) user statusE) occasionAnswer: CSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy27) A recent study conducted by Estelle Cosmetics Company showed that heavy users of Estelle's products comprise a small percentage of the market. The study indicated that less than 7 percent of all shoppers buy nearly 71 percent of Estelle's products in the United States. This is an example of ________.A) benefit segmentationB) segmentation by loyalty statusC) segmentation by usage rateD) psychographic segmentationE) occasion segmentationAnswer: CAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate28) Consumers who show their allegiance to brands, stores, or companies help marketers to segment consumers by their ________.A) user statusB) degree of loyaltyC) incomeD) geographic locationE) benefit-seeking attitudesAnswer: BSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy29) Which of the following is true about behavioral segmentation on the basis of the loyalty variable?A) Consumers tend to pay more for products that are targeted at their respective age group or generation.B) By looking at customers who are shifting away from its brand, a company can learn about its marketing weaknesses and take actions to correct them.C) Highly loyal customers of a brand are less likely to engage in word-of-mouth publicity than those who are not.D) Completely loyal customers of a brand are typically loyal to two or three brands of a given product.E) Only consumers who seek premium or luxury services are subjected to behavioral segmentation based on the loyalty variable.Answer: BAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate30) Which of the following is true about multivariable segmentation systems?A) Marketers using multiple segmentation bases tend to ignore smaller markets.B) Marketers often use multiple segmentation bases to control inflation.C) Multiple segmentation rarely involves the use of demographic data.D) Multiple segmentation is ineffective in large markets.E) Multiple segmentation bases help identify smaller, better-defined target groups.Answer: EAACSB: Application of knowledgeSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate31) Which of the following is NOT a common variable used by both consumer and business marketers while segmenting markets?A) operating characteristicsB) loyalty statusC) usage rateD) geographic locationE) benefits soughtAnswer: AAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy32) ________ segmentation assumes that nations close to one another will have many common traits and behaviors.A) GeographicB) OccasionC) PsychographicD) BenefitE) DemographicAnswer: ASkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate33) Double Drill Inc. segments its foreign markets by per capita income. This firm segments the international markets based on ________.A) political factorsB) legal factorsC) geographic locationD) economic factorsE) cultural factorsAnswer: DAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy34) Pacific Fisheries divides its customers into different regional units, such as Asia, Australia, and the Americas. This is an example of ________ segmentation.A) demographicB) psychographicC) geographicD) occasionE) benefitAnswer: CAACSB: Analytical thinking; Diverse and multicultural work environmentsSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate35) Marketers often segment international markets according to the type and stability of government. In such instances, they segment markets based on ________.A) geographic locationB) economic factorsC) cultural factorsD) political factorsE) socio-cultural factorsAnswer: DAACSB: Diverse and multicultural work environmentsSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate36) Which of the following refers to a cultural factor in the context of segmenting international markets?A) receptivity of foreign firmsB) economic development of the countryC) population income levelsD) stability of the governmentE) values and attitudesAnswer: EAACSB: Diverse and multicultural work environmentsSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate37) Using ________ segmentation, marketers form segments of consumers who have similar needs and buying behaviors even though they are located in different countries.A) psychographicB) demographicC) occasionD) benefitE) intermarketAnswer: EAACSB: Diverse and multicultural work environmentsSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy38) Orion Inc. markets luxury watches. It targets the wealthy global elite segment, regardless of their geographic location. Orion most likely uses ________ segmentation.A) incomeB) age-groupC) occasionD) benefitE) cross-marketAnswer: EAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate39) Teen Mania Inc., a company marketing adventure sports merchandise for teenagers, targets the world's teenagers, who have similar needs and buying behavior even though they are located in different countries. Which of the following market segmentation is evident here?A) income segmentationB) psychographic segmentationC) gender segmentationD) intermarket segmentationE) occasion segmentationAnswer: DAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate40) An American cola-manufacturing company that primarily targets rebellious and adventurous people most likely uses ________ segmentation.A) occasionB) geographicC) incomeD) benefitE) psychographicAnswer: EAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate41) Venus Inc., a company designing and marketing branded diamond jewelry, targets wealthy consumers with similar needs and buying behaviors, even though the consumers are located in different countries. This is an example of ________ segmentation.A) intermarketB) loyaltyC) life-cycleD) incomeE) psychographicAnswer: AAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate42) Papillon, a popular retailer of chic women's clothing, segments its market according to consumer lifestyles. Papillon most likely uses ________ segmentation for segmenting its market.A) geographicB) psychographicC) benefitD) age and life-cycleE) occasionAnswer: BAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate43) When the size, purchasing power, and profile of a market segment can be calculated, the market is ________.A) measurableB) profitableC) substantialD) actionableE) competitiveAnswer: ASkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy44) A market segment that is large enough or profitable enough to serve is ________.A) measurableB) accessibleC) substantialD) profitableE) differentiableAnswer: CSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy45) When an effective program can be designed for attracting and serving a particular segment, the segment is best described as ________.A) accessibleB) measurableC) competitiveD) actionableE) differentiableAnswer: DSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy46) Bailey's Burgers promotes the Bailey's Jumbo Burger as a fun snack for teens and young adults. In this instance, Bailey's Burgers is practicing ________ segmentation.A) benefitB) age and life-cycleC) psychographicD) geographicE) genderAnswer: BAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate47) ________ segments are conceptually distinguishable and respond differently to different marketing mix elements and programs.A) ComplexB) MeasurableC) CompetitiveD) DifferentiableE) HomogeneousAnswer: DSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy48) Market segments that can be effectively reached and served are ________.A) measurableB) accessibleC) substantialD) actionableE) profitableAnswer: BSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy49) Different soft drinks target different personalities. This is an example of ________ segmentation.A) psychographicB) demographicC) occasionD) life-cycleE) benefitsAnswer: ASkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: ModerateRefer to the scenario below to answer the following question(s).Ruben Delgado was making wooden pens and pencils, which had unique engravings, as a hobby until Simon Yoder recognized Ruben's talent. Simon immediately ordered 250 pens and pencils of various styles to be displayed in his shop's showcase. Within three months, the wooden pencils were a hit with all students! Ruben Delgado had never thought of marketing his talent, but Simon's enthusiasm and the recent sales were enough to change his mind.With limited resources, Ruben contacted three additional specialty shops within 100 miles that were situated near schools. He explained his manufacturing processes and engraving options to each. All three shop owners placed a trial order. Within two months, just prior to the holiday season, each shop owner placed an additional order. Ruben was ecstatic! "I figured business would slow down after that," Ruben stated, "but in February I was contacted by Elmore Distributors. At that point, I had to make a huge decision about how far I wanted to go with this business."Elmore Distributors provides products for school fundraisers in a seven-state area. Ruben was offered a two-year contract and immediate inclusion in Elmore's promotional flyer. Ruben Delgado accepted the offer and, along with it, the responsibility to produce thousands of wooden pens and pencils. "I had to get a grip on the magnitude of this project," Ruben added. He decided to place his major focus on the large contract with Elmore. However, to avoid placing his total emphasis with one customer, Ruben continued nurturing his four previously established accounts without targeting any additional customers."At this point, I had set up an assembly line in a rented building," Ruben explained. "I had to hire three full-time employees to work the line while I managed the customer orders and purchased materials." Ruben paused. "But I can't take the Elmore project for granted. It might not always be there. I'll have to have a good alternate plan if that day comes."50) In the scenario, Ruben has segmented his market based on ________.A) geographyB) benefits soughtC) occasionD) degree of loyaltyE) demographicsAnswer: EAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy51) Geographic segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation. Answer: FALSEAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy52) Gender segmentation has long been used in clothing, cosmetics, toiletries, and magazines. Answer: TRUESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy53) Psychographic segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics.Answer: TRUESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy54) Demographic segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.Answer: FALSESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy55) Benefit segmentation requires finding the major benefits people look for in a product class, the kinds of people who look for each benefit, and the major brands that deliver each benefit. Answer: TRUESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy56) When segmenting by user status, markets are segmented into light, medium, and heavy product users.Answer: FALSESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy57) When segmenting by usage rate, markets can be segmented into nonusers, ex-users, potential users, first-time users, and regular users of a product.Answer: FALSESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.。

菲利普·科特勒营销管理习题集-(1)

营销管理习题集菲利普·科特勒市场营销教研组第一章理解21世纪的营销一、选择题（）1.市场营销的核心是。

A．生产 B．分配 C．交换 D．促销（）2.从市场营销的角度看，市场就是_______A．买卖的场所 B．商品交换关系的总和 C. 交换过程本身 D．具有购买欲望和支付能力的消费者（）3.在交换双方中，如果一方比另一方更主动、更积极地寻求交换，我们就将前者称之为_______，后者称为潜在顾客．A．厂商 B．市场营销者 C．推销者 D．顾客（）4．市场营销学作为一门独立的经营管理学科诞生于20世纪初的。

A．欧洲 B．日本 C．美国 D．中国（）5.从营销理论的角度而言，企业市场营销的最终目标是。

A．满足消费者的需求和欲望 B．获取利润 C．求得生存和发展 D．把商品推销给消费者（）6.当买卖双方都表现积极时，我们就把双方都称为_______，并将这种情况称为相互市场营销。

A．市场营销者 B．相互市场营销者 C．生产者 D．推销者（）7.按照菲利普•科特勒教授的定义，我们可将市场营销的概念归纳为以下要点A．市场营销的最终目标是满足需求和欲望 B．交换是市场营销的核心C．交换过程是一个满足双方需求和欲望的社会过程和管理过程D．整体营销是实现交换的主要手段E．交换过程能否顺利进行取决于企业对交换过程的管理水平和产品满足顾客需求的程度（）8.交换的发生，必须具备以下条件。

A．至少有交换双方 B．每一方都有对方需要的有价值的东西C．每一方都有沟通和运送货品的能力 D．每一方都可以自由地接受或拒绝E．每一方都认为与对方交易是合适或称心的（）9.执行推销观念的企业，称为推销导向企业．其口号是_____A．我们生产什么就卖什么 B．我们卖什么就让人们买什么C．市场需要什么就生产什么 D．好酒不怕巷子深（）10.以“顾客需要什么，我们就生产供应什么”作为其座右铭的企业属于_____ 企业．A．生产导向型 B．推销导向型 C．市场营销导向型D．社会市场营销导向型（）11．某种具有良好市场前景的产品，因生产成本很高，必须通过提高生产率和降低成本来扩大市场时，则会导致企业奉行_____ 。

科特勒营销管理marketing习题库

1.If a Chinese beverage corporation wants to use the promotional tool that will build thelong-term image of the corporation and give the best cost per exposure, it should use ______.a.advertisingb.public relations and publicityc.total promotional campaign.d.Direct mail2. Which of these is a part of the distribution channel for a producer of bottled water？a. The warehouse where empty plastic bottles are stored.b. The toll-free number it uses for customer orders.c. The print media that runs its ads.d. The bank where it borrowed the money to purchase its filtration system.3. Jinshitan Downtown Restaurantattracts locals who eat warm inexpensive breakfast. At lunch, hungry and thirsty Discoveryland& beach tourists come. The Owner wants to profitably serve both groups. The owner is at what stage?a. Identifying his prospects and customers.b. Customizing products, services, and messages for each customer.c. Differentiating customers by their value to the restaurant.d. Interacting with customers to know their needs and build stronger relationships.4. Hong Kong hospitals want more maternity patients. What advertising is best to tell pregnant mothers about new services, like in room TVs and nutritious food?a. Descriptive.b. Persuasive.c. Informative.d. Reminder.5. Advertising for Tongrentang medicine shows how Tongrentang is superior to Yunnan Baiyao. This is an example of______advertising.a. Descriptiveb. persuasivec. Reminderd. Informative6. A Kaifaqu Indian food restaurant runs a weekly newspaper ad and two different weekly radio ads. The owner has done this for several years, which is_____timinga. Flightingb. Concentrationc. Continuityd. Pulsing7. The computer______ consists of the manufacturers of memory chips, monitors, keyboards, cables, modems. software, storage systems. And those who install, repair, and maintain systems and software.a. marketplaceb. metamarketC. macromarketd. marketspace8. How do you get rid of unprofitable customers?a. Lower fees ; reduce service.b. Lower fees ;increase service.c. Raise fees ; increase service.d. Raise fees ; reduce service.9. Du Ming once served in the Chinese Navy.He stays in contact with some of his Navybuddies. And his allegiance to the Navy still affects his general opinions about life For Du Ming, the Navy is a (n)______ reference group.a. Aspirationalb. primaryc. secondaryd. dissociative10. Yanlingsaw an ad for an upset stomach remedy. Although the ad was for Yunnan baiyao,yanlingthought the ad was for her favorite brand-Tongrentang. This is an example of______.a. information overloadb. selective attentionc. selective retentiond. selective distortion11. ______is a powerful promotional process because it allows the firm to reach the right customers with the right messages at the right time and in the right place.a. Advertisingb. Strategic marketing planningc. A promotional campaignd. Integrated marketing communications12. Assume you are advertising expensive authentic Turkish carpets to wealthyChinese.Credibility and prestige are important. Thebest medium for your message is______.a. televisionb. newspapersc.magazined. radio13. Good brand positioning helps the firm and consumer by doing all of the following EXCEPT:a. Helps competitors understand where NOT to compete.b. Helps to make the brand's meaning clearc. helps consumers understand what the brand will help them to achieve.d. helps consumers to maximize the benefits from using thebrand.14."Attributes or benefits consumers strongly associate with a brand and believe that they could NOTfind as much with another brand"a. WODb. PODc. POPd DOS15. Which of the followingsets of brand positions would be theeasiest for consumers to believe in the same marketingcampaign?a. Fashionable and elegant.b. Great tasting and low calorie.C. Inexpensive and high quality.d. Discount retailer and sophisticated.16. ______refer (S) to the product's size, shape, or physical structure.a. Durabilityb. Featuresc. Formd. Performance quality17.______is (are) the degree to which all of the produced units are identical andmeetpromised specifications or standards, such as ISO 9001.a. Formb. Featuresc. Conformanced. Durability18. Which of these is a way you can differentiate a marketing offering via personnel?a. Coverage.b. Events.c. Ordering ease.d. Responsiveness.19. A product's______isa measure of the probability that a product will NOT fail or malfunction within a certain period of time.a. reparabilityb. stylec. reliabilityd. design20. ______describes the product's look and feel to the buyer.a. Styleb. Positioningc. Designd. Distinctiveness21.Which of the following is NOT a main service differentiator?a. Ordering ease.b. Deliveryc. Installation.d. Ethical personnel.22. Which is a characteristic of a"bad" competitor ?a. They take large risks.b. They set prices in relation to costs.c. They limit themselves to a segment of the industry.d. They accept the general level of share and profits.23. Which of these would a good competitor be most likely to do?a. They try to buy share.b. They take large risks.c. They invest in overcapacityd. They limit themselves to a segment of the industry.24.A(n)______is an act or performance that one party offers to another that is intangible and does NOT result in the ownership of anything.a. guaranteeb. offsetc. rebated. service25. When Gome sells an extended warranty on a high-definitiontelevision set to a buyer, that is an example of selling a ______.a. pure tangible goodb. tangible good with some servicesc. pure serviced. major service with some minor goods and services26. Which Of the following best describes the service mix of customers eating at a restaurant for both food and service.a. Mostly service with some goods.b. Mostly tangible goods with some services.c. A hybrid.d. Pure services.27. Which of the following best describes theservice mix of customers eating at a restaurant for both food and service.a. Mostly service with some goods.b. Mostly tangible goods with some services.c. A hybrid.d. Pure services.28. Which of the following is the best example of pure service?a. A garden maintenance serviceb. An auto repair shop.c. A weight toss clinic that provides the consumer with packets of prepared food.d. A movie theater.29. For￥75 a day, Chen Yuan will go to your home to dust, collect your mail and keep an eye on your house for you while you are on vacation. The service Chen Yuan provides is an example of a ______.a. major service with some minor goodsb. tangible good with some servicesc. hybridd. pure service30.______are characteristicsa buyer can evaluate after purchase.a. Search qualitiesb. Experience qualitiesc. Credence qualitiesd. Productive qualities31. Su Le is not sure whether the received good service from her physician. When the consumer finds it difficult to evaluate services after consumption-especially medical services-this is a good example of ______qualities.a. search qualitiesb. experience qualitiesc. credence qualitiesd. differentiation qualities32. On the continuum of evaluation of goods and services chart, which of the following is highest in credence quality?a. Babysitting services.b. Removal of your wisdom teeth.c. A breakfast at McDonald's.d. A Yangtze River trip with China Travel Services.33. State Farm's theme"Like a Good Neighbor, State Farm lsThere "is one way of explaining the service characteristic of______.a. intangibilityb. variabilityc. inseparabilityd. perishability34. The fact that services are used or consumed at the time of their creation is an example of the service characteristic of______.a. intangibilityb. inseparabilityc. inconsistencyd. variability35.______ marketing describes the work done by the company to train andmotivate its employees to serve the customers well.a. Interactiveb. Externalc. Consultatived. Internal36. Helen Zhao is great at providing needed assistance on the phone with students in her online degree program. This is an example of ______marketing.a. interactiveb. externalc. internald. Relationship37. When a childcare center thinks that parents want better food, when in fact, parents are very concerned about their children's safety is an example of a gap between______.a. consumer expectation and management perceptionb. management perception and service quality perceptionc. service quality specifications and service deliveryd. service delivery and external communications38. Dr. Li was registering students for the new school term,but no one was there to answerthe phone. So, Dr.Li spent more time taking messages for others than she liked.Some students were upset by their long wait in line. This is an example of a gap between______.a. consumer expectation and management expectationb. management perception and service quality perceptionc. service quality specifications and service deliveryd. service delivery and external communications39. The best service companies are characterized by ______.a. a history of top management commitmentto qualityb. annual performance reviews of all employeesc. a wide gap between expected performance standards and actual performanced. never having any customer complaints40. Service mistakes can hurt customer relationships. When something goes wrong, the company should listen to the customer, apologize when at fault, offer a solution, and follow up. These are major steps in______.a. The"20-step"program for better serviceb. meeting company goalsc. good service recoveryd. making the sale41. The B2B (business-to-business) market differs fromthe consumer market in that ______.a. more mass media are used to communicate with the business marketb. it is a much larger market with many more buyers than the consumer marketc. it is a much smaller market in dollar volume than the consumer marketd. it acquires goods or services in order to use them for another purpose, as opposed toacquiring goods or services for personal consumption.42. All of the following are major industries making up the B2B market EXCEPT:a. transportation and logistics.b. governments, institutions.c. manufacturing, mining.d. banking, finance.43. B2B buying behavior differs from consumer buying behavior in that ______.a. B2B buyers are more geographically spread out than those for the consumer market anddemand for products/services in the consumer market is unaffected by price fluctuationsb. Fewer people participate in or influence business buying decisions than in the consumermarketc. businesses buy products to accomplish a single goal, which varies by Industry and businessd. demand for businessgoods and services is derived from consumers'final demand44. Compared to the consumer market, demand for goods & services in the B2B market is______.a. Much more elasticb. significantly more constantc. derivedd. All of the above45. The ______is composed of “all those individuals and groups who participate in the purchasing decision-making process, who share some common goals and the risks arising from the decisions."a. buying centerb. initiating teamc. purchasing divisiond. engineering division46. In the buying center, ______ are people who request that something be purchased, including users or others.a. initiatorsb. influencersc. decidersd. gatekeepers8.Office manager Jia Hong has signatory authority for organizational purchases under ￥3, 000. She tasks thejob of findinga new acceptable copy machine to a trusted assistant, Du Jian. If the only thingJia Hongdoes is OK the purchase, her role is limited to that of ______.a. gatekeeperb. deciderc. influencerd. approver47. Zoe Zhang is frequently charged with buying expensive office equipment as part of her Job. Zoe Zhang's secretary developed a list of salespeople to visit, but only schedules a few to meet with Zoe. What role is Zoe Zhang's secretary playing in the business buying process?a. Initiator.b. Gatekeeper.c. Decider.d. Approver.48. Which of the following buying situations would represent the purchase of office supplies like reams of copier paperand replacement cartridges for printers?a. straight rebuyb. modified rebuyc. New taskd. routine rebuy49.Ping Leungis a produce buyer for Hongxing, a large food supplier. He buys apples, banana & pears to make soft drinks. He orders the same number and quality of fruit as before, but notices that prices have increased slightly. If prices from his usual supplier continue to rise, Ping would ask for a______.a. straight rebuyb. direct purchasec. modified rebuyd. new task buy50. Chen Corp. Is a ground beef processing plant. OwnersDawei and Dashan Chen saw a meat grinding machine at a trade show that grinds up to 9, 000 pounds per hour and is operated by one employee. One company makes this ￥100, 000 grinder, which could save them ￥250 a day in labor. They contacted the company to learn more. The Chen brothers are engaged in a______.a. straight rebuyb. direct purchasec. modified rebuyd. new task buy51. An amusement park maintenance gardener was walking through the park when he noticed some flying Japanese beetles. He made a mental note to order Japanese beetle traps. This is an example of which step in the purchase/procurement process?a. problem recognitionb generalneed descriptionc. product specificationd. supplier search52. Which of the following buy phases definitely would be included in a modified rebuysituation?a. Problem recognition.b. General need description.c. Supplier selection.d. Product specification.53. For the______ type of business customer, low prices are desired, but they are also concerned about more dependable service and/or supply.a. price-orientedb. solution-orientedc. silver-standardd. gold standard54. Jackie Wang ownsa retail companythat sells outdoor equipmentonline. He is looking for some help to make his Web site more user-friendly. Jackie got a name list of computer service providersand asked some of his colleagues for recommendations. Jackie isthe______ phase of businessbuying.a. problem recognitionb. product specificationc. supplier searchd. supplier selection55. Witch of the followingbestdescribes what“retailing” involves?a. Thesaleofconsumer products to wholesalers, retailers, or final consumers.b.Theperformance ofall merchandising activities except promotion and pricing.c. Thesafeof both businessand consumer products.d. Thesaleof products tofinal consumers.56. Convenience goods, such as snack foods, are sold through______ retailing.a. self-selectionb. self-servicec. limited-serviced. full-service57. Best Buy stores carry a deep assortment of the latest electronics gadgets. They offer buyers excellence assistance and advice in making selections. Although large, Best Buy is an example of a______.a. specialty storeb. factory outletc. department stored. superstore58. Grandbuy is a chain of stores found in southern China. Each store carries several product lines, each of them is managed separately by a specialist buyer or merchandiser. Grandbuy is an example of a ______.a. specialty storeb. factory outletc. superstored. department store59. Every night after work, Sierra stops by the 7-Eleven store near her home in Hong Kong to buy bread and drinks, although the prices are higher than at her supermarket. The 7-Eleven store is an example of a______.a. specialty storeb. warehouse storec. convenience stored. combination store60. When Tyler does his weekly grocery shopping, he visits the bank at the same time and also likes having a package-mailing service to use while shopping. Tyler enjoys grocery shopping at a ______.a. combination storeb. category killerc. superstored. hypermarket61. Specialty shoes:a. do their best tobecome well knownfor the distinctiveness of their line and the specialservices offered.b. generally carry complete lines-likedepartment stores.c. carry specialty Products almost exclusively.d. generally use a mass-marketing approach.62. The idea underlying the mass-merchandising concept is that:a. A very small profit on each item sold can add up to earn a lot if you sell a lot of them.b. Inventory is a big cost, so everything you stock should be on a shelf where it can be seen.c. A retailer must ”buy low and sell high” if it’s going to make an attractive profit.d. It is better to sell more at the same price-since total revenue will increase.63. A “supercenter”a.is just another name for a mass-merchandiser.b.essentially refers to large department stores which have adopted supermarket-styleoperating procedures and methods.c. is concerned with providing all of the customer’s routine needs at a low price.d. is another name for a “category killer.”64. If speed is the most important concern, the two best modes of transportation are ______.a. railand truckb. water and airc. pipeline and waterd. air and truck65. Just-in-time systems:a. usually reduce Physical Distribution(PD) costs for business customers.b. usually increase PD costs for suppliers.66. Storing:a. Relates to Placebut has no effect on Price.b. Is necessary because production does not always match consumption.c. Must be performed by all membersof a channel system.d. Decreases the value of products.67. A distribution center is designed toa .stockpile goods for long periods and avoid rising prices.b. buy low and sell high.c. reduce inventory turnover.d. speed the flow of goods and avoid unnecessary storage.68. Franchisors:a. reduce the Franchisees’risk of starting a new business because a good strategy hasalready been developed and tested.b. often help Franchisees by providing purchasing power and promotion support.c. usually receive fees and commissions from the Franchisees.d. All of the above are true statement.。

营销管理战略期末考试题及答案

营销管理战略期末考试题及答案一、选择题（每题2分，共20分）1. 营销管理的核心是什么？A. 产品开发B. 客户满意度C. 利润最大化D. 市场定位答案：B2. 以下哪项不是市场细分的依据？A. 地理位置B. 人口统计C. 心理特征D. 产品价格答案：D3. SWOT分析中，"T"代表什么？A. 机会（Opportunities）B. 威胁（Threats）C. 优势（Strengths）D. 劣势（Weaknesses）答案：B4. 以下哪个不是营销组合的4P？A. 产品（Product）B. 价格（Price）C. 地点（Place）D. 人员（Personnel）答案：D5. 以下哪个是市场渗透策略的特点？A. 增加产品线B. 进入新市场C. 提高现有市场的市场份额D. 增加服务或产品答案：C6. 营销调研的目的是什么？A. 降低成本B. 增加利润C. 收集市场信息D. 增加市场份额答案：C7. 以下哪个不是市场定位的方法？A. 产品差异化B. 价格竞争C. 服务差异化D. 忽略竞争对手答案：D8. 什么是目标市场？A. 所有潜在的消费者B. 选定的消费者群体C. 竞争对手的市场D. 所有竞争对手答案：B9. 以下哪个不是营销渠道的功能？A. 促进产品流通B. 增加产品价值C. 降低产品成本D. 提供信息和支持答案：C10. 营销计划的第一步是什么？A. 确定营销目标B. 设计营销策略C. 制定营销预算D. 实施营销活动答案：A二、简答题（每题10分，共30分）1. 描述市场细分的三个主要步骤。

答案：市场细分的三个主要步骤包括：首先，识别市场细分的基础，如地理位置、人口统计、心理特征等；其次，评估每个细分市场的吸引力，考虑其规模、增长潜力和竞争状况；最后，选择一个或多个细分市场作为目标市场，并为它们制定营销策略。

2. 解释什么是品牌资产，并列举其三个主要组成部分。

答案：品牌资产是指品牌名称和标志对企业价值的贡献。

营销管理考试题及答案英文

营销管理考试题及答案英文Marketing Management Exam Questions and AnswersSection A: Multiple Choice Questions (MCQs)1. Which of the following is not a component of the marketing mix?a) Productb) Pricec) Placed) ProcessAnswer: d) Process2. The marketing concept is customer-oriented and focuses on:a) The productb) The company's needsc) The customer's needsd) The competitionAnswer: c) The customer's needs3. What is the term used to describe the process of creating, communicating, and delivering value to customers and managing customer relationships in ways that benefit the organization and its stakeholders?a) Market Researchb) Marketing Managementc) Sales Managementd) Customer ServiceAnswer: b) Marketing Management4. In which stage of the product life cycle is it most appropriate to focus on market penetration?a) Introductionb) Growthc) Maturityd) DeclineAnswer: a) Introduction5. Which of the following is not a type of market structure?a) Monopolyb) Oligopolyc) Perfect Competitiond) DuopolyAnswer: d) Duopoly (This is a specific case of Oligopoly)Section B: Short Answer Questions6. Define 'market segmentation' and explain its importance in marketing.Answer: Market segmentation is the process of dividing a broad market into sub-groups of consumers with similar needs or characteristics. It is important in marketing because it allows companies to tailor their marketing strategies to meet the specific needs of different customer groups, thereby increasing the effectiveness of marketing efforts andcustomer satisfaction.7. What are the four main stages of the customer decision journey?Answer: The four main stages of the customer decision journey are:i) Awarenessii) Information Searchiii) Evaluation of Alternativesiv) Purchase Decision8. Explain the concept of 'relationship marketing' and its significance.Answer: Relationship marketing is the strategy of building and maintaining long-term relationships with customers to encourage repeat business and customer loyalty. Its significance lies in the fact that it can lead to increased customer retention, higher profit margins, and a better understanding of customer needs, which in turn can drive continuous improvement and innovation.Section C: Case Study Questions9. Case Study: XYZ Company is a manufacturer of high-end headphones. They have recently entered a new market and are looking to establish a strong brand presence. Discuss the marketing strategies XYZ Company could employ to achieve this goal.Answer: XYZ Company could employ the following marketingstrategies:- Conduct market research to understand the preferences and behaviors of the target market.- Develop a unique value proposition that differentiates their headphones from competitors.- Implement a strong branding campaign to create brand awareness and emotional connections with consumers.- Utilize digital marketing channels, such as social media and search engine optimization (SEO), to reach a wider audience.- Offer exceptional customer service and support to build a loyal customer base.- Engage in strategic partnerships and collaborations to increase brand visibility.10. Case Study: ABC Corporation is experiencing a decline in sales for one of its products. The product is in the maturity stage of its life cycle. What strategies could ABC Corporation adopt to revitalize the product?Answer: To revitalize the product, ABC Corporation could consider the following strategies:- Product Modification: Enhance the product with new features or improve its quality to make it more appealing.- Market Penetration: Increase marketing efforts toattract new customers or encourage existing customers to buy more.- Market Development: Target new market segments that have not yet been reached.- Diversification: Develop new products or services that complement the existing product line.- Pricing Strategy: Adjust pricing to make the product more competitive or offer promotional pricing for a limited time.Section D: Essay Questions11. Discuss the role of market orientation in a company's success and how it can be achieved.Answer: Market orientation is crucial for a company's success as it ensures that the company is focused on understanding and meeting customer needs. It can be achieved through:- Encouraging a customer-centric culture within the organization.- Conducting regular market research to stay informed about customer preferences and market trends.- Involving all departments in the decision-making process to ensure a holistic approach to meeting customer needs.- Establishing feedback mechanisms to continuously learn from customers and improve products and services.12. Critically evaluate the impact of social media on marketing management.Answer: Social media has had a significant impact on marketing management by:- Providing a platform for direct customer engagement and relationship building.- Allowing for targeted advertising and the ability to reach specific customer segments.- Enabling real-time monitoring of customer feedback and sentiment.- Facilitating the spread of word-of-mouth marketing through shares and recommendations.- Requiring。

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