国际营销英语考试题

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1. In PLC，( )is a period of slowdown in sales growth because the product has achieved acceptance by most potential buyers. At this stage, competition increases as rival firms fight for a bigger share of the market. Profits levels off or decline because of increased marketing outlays to defend the product against competition.

Introduction B. Growth C. Maturity D. Decline

2.In BCG Matrix, the business with high market share and low market growth was called ( )

Stars B. Cash cows C. Problem children D. Dogs

3.A manufacturer of air conditioner guarantees that they will repair the air conditioner for free within a year from the consumer buying it. This belongs to ( )

A. Core product

B. Real product

C. Enhanced product

D. Not sure

4. Which one of the following is not the content of socio-cultural environment? ( )

A. Religion

B. Belief

C. Language

D. Income

5.The “4Ps” theory of marketing mix is devel oped by ( )

A. Philip Kotler

B. Jerome McCarthy

C. Robert Lauterborn

D. Don

E. Schuhz

6.Lucy’s friend bought a digital camera, which is of interest to Lucy. So Lucy decides to buy one. Which stage is Lucy in? ( )

A. Need recognition

B. Information search

C. Evaluation alternatives

D. Purchase decision

7. ( )is the pricing strategy of setting a relatively high price for a new, innovative, or much improved product or service at first, then lowers the price over time.

A. Market skimming

B. Market penetration

C. Tendering

D. Contribution pricing

8. A well-developed model of buyer behavior is ( ). The essence of the model is that it suggests consumers will respond in particular ways to different stimuli after they have “processed” those stimuli in their minds.

A. stimulus-response model

B. black-box model

C. both A and B

D. neither A or B

9. When backed by purchasing power, wants become ( )

A. social needs

B. physical needs

C. self-esteem needs

D. demands

Ⅱ. Answer the questions.

What are the contents involved in Macro-environment and Micro-environment?

What are the types of competitors?

What are the three levels of a product?

How does the Boston Box classify products?

What are the stages of PLC? What are the characteristics of every stage?

What are the characteristics of market penetration pricing and market skimming pricing respectively?

7. What is the simplest distribution channel?

8. What is the buyer decision process for general products?

9. How is the post-purchase behavior important for a company?

10.What are the factors affecting consumer behavior?

11.How are the reference groups classified?

12.What are the Maslow’s hierarchy of needs?

13.To describe the four types of buying behavior with a figure.

Quiz2

1.生产消费品中的便利品的企业通常采取（）渠道策略。

A.独家分销

B.选择性分销

C.密集分销

D.直销

2.POP广告是一种（）

A.产品广告

B.促销广告

C.价格广告

D.售点广告

3.铁路和航空公司都提供交通运输服务，二者的竞争关系属于（）

A.愿望竞争者

B.普通竞争者

C.产品形式竞争者

D.品牌竞争者

4.根据消费者的介入程度和品牌间的差异程度，消费者购买家用轿车的行为属于（）

A.复杂型购买行为

B.和谐型购买行为

C.习惯型购买行为

D.多变型购买行为

5.空调在夏季可以让消费者感到凉爽，这一特性属于产品的哪一层次（）

A.核心产品

B.有形产品

C.延伸产品

D.无形产品

6.美国福特汽车公司的创始人亨利·福特曾自豪地说：“不管顾客需要什么，我的汽车就是黑的”。这一观念属于( )。

A．产品导向观念B．生产导向观念

C．市场导向观念D．推销导向观念

7. 下列关于恩格尔系数的论述，正确的是（）A．恩格尔系数反映的是一个国家或地区消费者收入水平的变化

B．恩格尔系数越大，生活水平越高

C．恩格尔系数越大，生活水平越低