英文版市场营销学期末试卷11
市场营销英语试题
一、 T r a n s l a t e t h e f o l l o w i n g p h r a s es i n t o C h i n e s e ( 1 5分)1． Distribution channel2． Marketing environment3． Target customer4． Natural resource5． Sustainable development6． Annual report7． Well-recognized8．Company’s image9． New alternative10． Target market11． Respondent12． Brand positioning13． Product origin14． Final consumer15． On-line shopping二、 Translate the words into English(15 分)1．市场细分2．检盘问卷3．年度收入4．生产线5．品牌忠诚度6．第一手数据7．周年特卖8．绿色营销9．销售时机10．主流购置者11．成本订价12．市场据有率13．实体产品14．销售促使15．公共关系三、 Translate the sentences into Chinese(40 分)1、 Advertising objectives should be realistic, precise, measurable and consistent withthe organization ’ s overall marketing objectives.2、 The core beliefs and values people hold in a given society are hard to change.3、 Marketing is a process of finding out the needs and wants of the market then designing products or services to satisfy these needs and wants.4、 The marketing environment refers to any outside factors and conditions related to themarketing activities of an organization.5、 Market research is the systematic collection,analysis and reporting of data to aid marketing decision making.6、 The segments you choose to serve are your Target Markets.7、Ｇ reen marketing consists of all activities designed to generate and facilitate any exchange intended to satisfy human needs and wants..8、 Direct channel means that you sell your products or services directly to the final userswithout involving any wholesaler, retailer, broker or agent.四、 Choose the suitable words to complete the sentences and fill the word in the blank.(10 分 )order, cost, enquire, free, dimensions, charge, guarantee1.Good morning. I'm phoning to ____about your personal computers.2.You asked about the ___. They are meters wide, and...3.You're in our _ __ delivery area, so there'll be no extra __ for delivery.4.We ___ delivery within two weeks after you place an ___.5.It __ us $ to make one unit, but we only ___you $6.五、 Reading comprehension （20 分）The home computer industry has been growing rapidly in the United States for the lastten years. Computers used to be large, expensive machines that were very difficult to use.But scientists and technicians have been making them smaller and cheaper while at the same time they have been made easier to use. As a result, their popularity has been increasing as more people have been buying computers for their homes and businesses. Computers have been designed to store information and compute problems that are difficult for human beings to work out. Some have voices that speak with the operators. Stores use computers tokeep records of theinventories(库存货物 ) and to send bills to their customers. Offices usecomputers to copy letters, record business and keep in touch with other offices. Peoplehave been using computers in their homes to keep track of the money they spend.One important new use for computers is for entertainment . Many new games have been des igned to be played on the computers. People of all ages have been playing these games, People also have been buying home computers to play computer games, watch movies and listen to concerts at home. They have become very popular indeed.puters used to _____.A. work rapidlyB. be large and expensiveC. be easy to useD. be used for fun2.In recent years, computers are being made ______.A. larger and more expensiveB. smaller and cheaperC. more difficult to useD. to work more slowly3.Home computers can be used for ______.A.writing lettersB. playing gamesC. doing businessD. all of the above4.Salesmen use computers mainly to ______.A.check the list of goods and materials that are kept in the store houseB.play games for pleasureC.talk with their friendsD.write letters5.The best title for the passage would be _______.A. New Uses For ComputersB. The Popularity of Home ComputersC.The Home Computer Industry D. Computers At Home6、Please match the English words in Column A with its means in Column BＡＢpopularity compute records entertainment tracka diversion that holds the attentionthe quality of being widely admired or accepted or sought after a line or route along which something travels or movescalculateanything providing permanent evidence of or information about pastevents。
英文版市场营销学期末试卷11
SECTION 1: T rue and False<TOTAL20 marks>For each of the following, place a “T〞if the statement is “true〞, “F〞if the statement is false.(20 marks, 2 marks/ Question)___T__ petitive advantage is a unique strength relative to competitors, often based on quality, time, cost or, innovation.___F__2.Market share can be defined in both currency as well as in units sold. Because both ratios calculate market share, market share will be the same for a firm regardless which measurement is used.___F_3.A “high-involvement purchase〞usually involves a considerable amount of time researching the product and the product is a routine purchase.___T_ 4.A company engaged in environmental scanning is continually acquiring information on events occurring outside the organization to identify and interpret potential trends .__F__5.At the information search stage of the purchase decision process, a consumer compares the product with his or her expectations and is either satisfied or dissatisfied.____F__6.A cohesive marketing mix consists of the product, promotion, price, and personnel.____F__7.Publicity is any paid form of nonpersonal communication about an organization, good, service or idea by an identified sponsor.____T__8.Direct mail and catalog retailing are examples ofnonstore retailing.___F___9.Market segment would have a collection of prospective buyers that areready to buy。
英文版市场营销学期末试卷9
SECTION 1: True and False <TOTAL20 marks>For each of the following, place a “T” if the statement is “true”, “F” if the statement is false. (20 marks, 2 marks/ Question)___F___ 1. “Marketing” is best described as “selling”.____F__ 2. Market share can be defined in both currency as well as in units sold. Because both ratios calculate market share, market share will be the same for a firm regardless which measurement is used.____F___3. A “high-involvement purchase” usually involves a considerable a mount of time researching the product and the product is a routine purchase.____F___4. A cohesive marketing mix consists of the product, promotion, price, and personnel.____F___ 5. The first step in the purchase decision process is information search. _____F__6. When the price setter stresses the supply or cost side of the pricing problem, they are using demand-oriented approach.____F___7. Retail position matrix makes use of these two dimensions: Service and Value added.____F___8. A market segment would have a collection of prospective buyers that are ready to buy。
英文版市场营销学期末试卷10资料
SECTION 1: True and False <TOTAL20 marks>For each of the following, place a “T” if the statement is “true”, “F” if the statement is false. (20 marks)__F____1.When the price setter stresses the supply or cost side of the pricing problem, they are using competition-orientation pricing.____T__2. All activities involved in selling renting, and providing goods and services to ultimate consumers for personal, family or household use are known as retailing.___F___ 3.Any paid form of nonpersonal communication about an organization, good, service or idea by an identified sponsor is called: publicity___F___ 4. The main reasons a firm segments its markets is to refine sales forecasts and allow for more product differentiation.____F___5. The retail position matrix makes use of these two dimensions:width and depth of product line._____T___6. The purchase of a bottle of water is a low-involvement purchase.___F___ 7.During the introduction stage of the PLC, sales gradually increase and competition becomes tough.___F___ 8 “Marketing” is best described as “selling”__T____ 9. The marketing objective for the maturity stage of PLC is to maintain brand loyalty.____F___10. In introduction stage, a company retains the product but reduces marketing support costs it is in what stage of the PLC.SECTION 2: Multiple Choice. (Total 40, 2 Marks/Question)Right answers are highlighted.1. Between classes, many college students stop at conveniently located vending machines for their favorite candy bar and soft drink. Their choices are generally made quickly and with little or no effort to consider alternative product offerings. The college students described here are most likely involved in __________.a)limited problem solving situationsb)routine problem solving situationsc)extensive problem solving situationsd)intensive problem solving situationse)unlimited problem solving situationsAns: b Feedback: Routine purchase decisions involve low-priced, frequently purchased products. Consumers typically spend very little effort or time seeking or evaluating alternatives. Purchase decisions resemble habitual responses and are typical of low-involvement decisions. 2. The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is called __________. a) a negative antecedent b) perceived risk c) temporal uncertainty d) spatial uncertainty e) buyers' remorse Ans: b 3. Because the average consumer operates in a complex environment, the human brain attempts to organize and interpret information with a process called __________. a) selective retention b) selective attention c) selective exposure d) selective perception e) stimulus discrimination Ans: d 4. Qu estions such as:”What ads do you remember seeing yesterday?” are an example of what type of post-test? a) Aided recall b) Unaided recall c) Inquiry test d) Attitude test. 5. __________ is a favorable attitude toward and consistent purchase of a single brand over time. a) Brand bias b) Brand discrimination c) Brand loyalty d) Behavioral loyalty e) Selective perception Ans: c 6.A market segment would have a collection of prospective buyers that are: a) Ready to buy b) Showing unfilled needs……………………………………………………………装订线…………………………………………………c)Relatively heterogeneousd)Relatively homogeneous.7.KFC in Japan sells tempura crispy strips. In northern England, it stresses gravy and potatoes, while in Thailand it offers fresh rice. In Holland instead of potatoes, KFC offers customers a potato and onion croquette. In France, KFC sells pastries alongside its chicken. These examples illustrate that KFC exhibits an understanding of and appreciation for the __________ of other societies.a)demographicsb)symbolsc)customsd)sensitivitiese)selective perceptionAns: cFeedback: Customs are what is considered normal and expected about the way people do things (including what they eat) in a specific country. KFC serves food that suits the tastes of its target markets in each of the countries listed.8.The framework to relate the market segments of potential buyers to products offered or potential marketing actions by the firm is called:a)Action gridb)Relation gridc)Product gridd)Market grid.9.When a firm distributes to two or more different types of channels for the same product, this is called:a)Double channel dutyb)Dual networkc)Split distributiond)Dual distribution10.Which of the following is NOT a criterion used in forming segments?a)Potential for increased profitb)Similarity of needs of potential buyers within a segmentc)Competitive positiond)Potential of marketing action to reach a segmente)Simplicity and cost of assigning potential buyers to segmentsAns: cFeedback: Competitive position is a reason for selecting a market, not for segmenting it. The five criteria to be used in forming segments include (1) potential for increased profit; (2) similarity of needs of potential buyers within a segment; (3) difference of needs of buyers among segments; (4) potential of a marketing action to reach asegment; (5) simplicity and cost of assigning potential buyers to segments.11.Automobiles and TV’s are in what stage of the PLCa)Introductionb)Growthc)Maturityd)Decline12.Campbell's found that its canned nacho cheese sauce, which could be heated and poured directly onto nacho chips, was too hot for Americans in the East and not hot enough for those in the West and Southwest. Today, Campbell's plants in Texas and California produce a hotter nacho cheese sauce than that produced in the other plants. Campbell's is using __________ segmentation.a)ageb)behavioralc)socioeconomicd)geographice)perceptualAns: dFeedback: Campbell's is marketing a different sauce to different markets depending on where they are located. This is geographic segmentation.13.What type of ad gets the consumers to take immediate action?a)Delayed-response advertisingb)Direct-response advertisingc)Direct-trigger advertisingd)Direct-action advertising14. The consumers represented by "B" in Figure 11-5 are called __________.a)innovatorsb)late majorityc)early majorityd)early adopterse)laggardsAns: dFeedback: Figure 11-5 shows the consumer population divided into five categories of product adopters based on when they adopt a new product: (A) innovators, (B) early adopters, (C) early majority, (D) late majority and (E) laggards.15. Sugarcane producers are now promoting them as an alternative source of energy to oil. They are __________.a) finding new users through a product modification strategyb) creating new use situations through a market modification strategyc) increasing use by existing customers through a product modification strategyd) modifying the product characteristicse) demarketing the productAns: bFeedback: With market modification strategies, a company tries to find new customers, increase a product's use among existing customers or create new use situations. Finding new uses for a more mature product helps extend the product's life cycle, as in the case of sugarcanes.16. Pizza Hut’s recent introduction of the thin and crispy crust pizza on top of its original thick crust is an example of __________ and should attract new buyers.a) a market-product strategyb)diversificationc)market modificationd)product modificatione)harvestingAns: dFeedback: Product modification is a strategy that involves altering a product's characteristic such as its quality, performance or appearance to try to increase the product's value to customers and increase sales.17.The marketing of two or more products in a single package price is calleda)Target pricingb)Bundle pricingc)Odd-even pricingd)Price lining.18. In response to Duracell's introduction of the Duracell Ultra battery, Energizer introduced an Advanced Formula battery, but unlike Duracell, Energizer priced its batteries at a low initial price to attract the mass market. Energizer used __________.a)penetration pricingb)prestige pricingc)skimming pricingd)price lininge)cost-plus fixed-fee pricingAns: aFeedback: Penetration pricing is setting a low initial price of a new product—the strategy Energizer chose.19.Which promotional mix alternatives allows the seller to see or hear the potential buyers reaction to the message?a)Advertisingb)Personal sellingc)Public relationsd)Sales promotions20. To handle products in the decline stage of the product life cycle, companies often use either __________.a)diversification or harvestingb)diversification or contractingc)deletion or harvestingd)deletion or diversificatione)building or contractingAns: cFeedback: To handle a declining product, a company will follow one of two strategies. Deletion is dropping the product from the company's product line; harvesting is retaining the product but reducing marketing costs.SECTION 3: SHORT ANSWERS (40 marks)Question 1 (20 marks- Branding)Pro ImageThe marketing of professional and university team sportswear and novelty items is a $3 billion-a-year industry. Pro Image was one of the first franchiser of the one-stop sports fan shop. Pro Image controls over 130 stores, with an additional 100 franchised outlets. Each franchise store costs roughly $100,000, approximately $16,000 of which covers the franchise fee with the rest going toward inventory and store improvements.Pro Image assists franchisees in site selection, lease negotiation, and advertising.Pro Image requires new owners to attend a four-day training session. Other assistance includes a business hotline and a computerized inventory and sales system. As an added service they stock hard to get items in a 4,500 square-foot warehouse, making them more readily available to franchisees.2a) Suppose you are interested in opening a sports fan shop. What are the advantages and disadvantages of becoming part of a franchise operation? (10 marks) AnswersFor franchisor:•Expansion:VC & control•Legal considerationno more licenses•Operation considerationfranchisee has greater incentivethan employeeFor franchisee:•Employmenta way of owning a business•Quick starta proven trademark•TrainingFranchisor provide significanttrainingFor franchisor:•Limited pool of available franchiseesFinancial resources & desire•ControlCareful screen franchiseeIllegal operation by franchisee damage goodwill of franchisorFor franchisee:•No guaranteeBusiness risk•ControlLoss of controlRequired to follow system•Pricefranchise fee, ongoing royalties and advertising contributions•Conflictsacting in bad faith2b) A franchise is described as what type of vertical marketing system? How does this system differ from the other two types? (10 marks)AnswersFranchising is on contractual base.The other two are based on: corporate control or administrative control.Question 2 (20 Marks)GURU, a China based brand, is an energy drink made from all natural ingredients. It combines the power of carefully chosen ingredients from around the world. GURU drink is made from carbonated water, white grape juice concentrate, natural flavors, guarana extract, lemon juice, ginseng extract, Echinacea extract and ginkgo biloba extract. While the primary benefit of most other beverages on the market today is to quench thirst and refresh, GURU’s main benef it is to provide the user with not only a boost of physical energy, but a mental one as well. GURU is used to delivery energy for athletic performance and to aid memory (helping students study).2. a) Assuming GURU is about to enter the maturity phase in the product life cycle. What changes to the marketing mix would you advise the management of GURU as it enters this phase of the Product Life Cycle? (10marks)AnswersProduct: Different versionPrice: lower pricePlace: intensive distributionPromotion: reminding, competitive ad, sales promotion.(2.5 each)2. b) How could GURU extend its product life cycle? (4)AnswersModify the productModify the marketRepositioning2 c) Which pricing strategy would you suggest to Guru, skimming pricing or penetration pricing at current product life cycle stage? Explain why. (6 marks) AnswersThere is no right answer. As long as students indicate 3 reasons, they get the points.Penetration Pricing.a. Setting a low initial price on a new product to appeal immediately to the mass market is penetration pricing, the exact opposite of skimming pricing.b. The conditions favoring penetration pricing are:Many segments of the market are price sensitive.A low initial price discourages competitors from entering the market.Unit production and marketing costs fall dramatically as production volumes increase.c. A firm using penetration pricing may:Maintain the initial price for a time to gain profit lost from its low introductory level.Lower the price further, counting on the new volume to generate the necessary profit.d. Penetration pricing may follow skimming pricing:A firm might initially price a product high to attract price-insensitive consumers as well as recoup initial R&D costs and introductory promotional expenses.Then, penetration pricing is used to appeal to a broader segment of the population and increase market share.Skimming Pricing.a. A firm introducing a new or innovative product can use skimming pricing, setting the highest initial price that customers really desiring the productare willing to pay.These customers are not very price sensitive. They weigh the new product’s price, and quality against the same characteristics of substitutes.As consumer demand is satisfied, the firm lowers the price to attract another, more price-sensitive segment.Skimming pricing gets its name from skimming successive layers of “cream,” or customer segments, as prices are lowered in a series ofsteps.b. Skimming pricing is an effective strategy when:Enough customers are willing to buy the product at the high initialprice to make these sales profitable.The high initial price will not attract competitors.Lowering price has only a minor effect on increasing the sales volumeand reducing the unit costs.Customers interpret the high price as high quality.These four conditions are most likely to exist when patents orcopyrights protect the new product or its uniqueness is understood and valued by consumers.。
英文版市场营销学期末试卷
英文版市场营销学期末试卷.I. True / False Questions (1 point for each question)1.It is probably best for those firms with limited financial and personnel resources to avoid concentrated or niche marketing until resources can be built up.2.Social class is determined only by an individual’s income.3.Target costing involves designing a new product, determining its cost, and then asking, “Can we sell it for that?”4.A company should target segments in which it can profitably generate the greatest customer value and sustain it over time.5.The costs of obtaining, processing, storing and delivering information is relatively inexpensive.6.For simplicity’s sake, and to keep their costs under control most marketers generally limit their segmentation analysis to one variable.7.Only tangible goods are considered products.8.The core product is a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. Examples are banking, hotels, airlines, retail, tax preparation, and home repair..9.The purpose of idea screening is to reduce the number of new ideas.10.Value-based pricing uses the buyer’s perce ption of value to set prices.11.Reference prices are prices that buyers carry around intheir minds and refer to when looking at a product.12. The term disintermediation refers to the displacement of traditional resellers from a marketing channel by radical new types of intermediaries.13.Department stores carry narrow product lines with deep assortments within those lines.14.A company’s total marketing communications mix is also called its marketingmix.15.Unlike mass production, which eliminates the need for human interaction,one-to-one marketing has made relationships with customers more important than ever.16.Because customers differ, communications programs need not be developedfor specific segments, niches, and even individuals.17.Awareness, knowledge, and preparation are buyer-readiness stages.18.The difference between human needs and wants is that needs are states of feltdeprivation.19.This strategy calls for offering modified or new products to current markets.We term it product development.20.When faced with price competition cutting prices is often not the bestanswer.FFFTF FFFTT TTFFT FFTTTII. Multiple Choice Questions (2 points for each question)1.2.21.The four P’s in marketing refer to_____, _____, _____ and _____.A.product; place; price; promotionB.product; property; price; promotionC.production; property; people; promotionD.product; place; promotion; people22.Press releases, public affairs, and lobbying are all forms of _____.A.advertisingB.public relationsC.direct marketingD.sales promotion23. What are the four steps (in order) of the marketing research process?A.Define the problem, develop the research plan, implement the research plan, survey the participants.B.Define the problem, develop the research plan, implement the research plan, report the findings.C.Define the problem, develop the research plan, survey the participants, report the findings.D.Develop the research plan, implement the research plan, survey the participants, report the findings.24.The three types of research approaches a marketer may use are _____, _____and _____.A.surveys; observations; historic reviewsB.observations; surveys; databasesC.observations; experiments; surveysD.experiments; databases; surveys25.Which type of research is best suited for gathering causal information?A.survey researchB.ethnographic researchC.observational researchD.experimental research26.The VALS classification system measures a person’s _____.A.incomeB.occupationC.lifestyleD.personality27.A consumer purchasing fine furniture (which is expensive and for which abrand’s name matters) would probably result in _____ buying behavior.A.dissonance-reducingB.variety-seeking/doc/451966991.html,plexD.habitual28.Which of the following is not one of the major types of buying situations facedby business buyers?A.straight rebuyB.new task buyC.online rebuyD.modified rebuy29.Which of the following is a powerful value proposition because it offersconsumers a “good deal”?A.more for moreB.more for the sameC.the same for lessD.less for much less30.Which of the following steps of target marketing takes into accountcompetitors’ offerings to the market?A.market positioningB.market segmentationC.market targetingD.all of the above31.Which of the following structural factors is not related toa segment’sattractiveness?A.the presence of strong competitors in the segmentB.the existence of potential substitute productsC.the lack of raw materialsD.a number of powerful suppliers32.A company can lengthen its product line by _____ it or by _____ it.A.modifying; stretchingB.stretching; switchingC.filling; stretchingD.brushing; combing33.Consumer products include convenience products, shopping products, specialtyproducts, and _____ products.A.uniqueB.luxuryC.unsoughtD.all of the above34.The two dimensions of product quality are _____ and _____.A.value; featuresB.style; designC.level; consistencyD.style; value35.Which of the following is not a special characteristic of service?A.tangibilityB.inseparabilityC.variabilityD.perishability36.Which of the following is not a reason that a new product might fail?A.The product is priced too high.B.The product is poorly designed.C.The estimated market for the product is too large.D.All of the above are reasons that a new product might fail.37.Once the new product ideas have been screened, the next step in the new productdevelopment process is _____.A.marketing strategyB.concept development and testingC.product developmentD.none of the above38._____ tend to grow slowly, remain popular for a while, and then decline slowly.A.FadsB.StylesC.FashionsD.Designs39.What is the break-even volume for a company with fixed costs of $50k, variablecosts of $20 and a price of $30/unit?A.500B.1000C.5000D.2500/doc/451966991.html,panies have two choices when setting prices for a product during the introductory stage. These choices are _____ and _____.A.market-skimming pricing; fixed pricingB.market-skimming pricing; value pricingC.value pricing; cost pricingD.market-penetration pricing; market-skimming pricingABBCD CCCCA CCCCA DBCCDIII. Essay (10 points for each question)41.How might the BCG matrix represent a life cycle?AnswerMany SBUs start out as question mark, then move into the star category if they succeed; stars eventually become cash cows, then perhaps, dogs.42.Demonstrate by example the three strategies of intensive, exclusive, andselective distribution.AnswerProducers of convenience products and common raw materials typically seek intensive distribution as a strategy to stock their products in as many outlets as possible. The goods are available where and when consumers want them, such as chewing gum. Exclusive distribution is used when the producerwants to stock its products with only one or a few dealers in an area.Examples are expensive cars and prestige clothing. Selective distribution is used when selling to more than one, but fewer than all of the intermediaries who are willing to carry a company’s products in a given market. Examples are name-brand blue jeans and computers.IV. Business Case (10 points for each question)The objective of the not-for-profit organization, disAbled for Access & Justice, is to advance the cause of disabled individuals in the Lancaster, Pennsylvania community. These efforts had met with both success and failure in recent years. Through the use of the threat of a suit under the Americans with Disability Act, Lancaster had recently been forced to install curb cuts at a cost of close to $3 million. Bringing this suit had burned some valuable social capital with the city’s officials who were under constant pressure to control real estate taxes. The organization’sleaders had also met privately with several new businesses in the downtown business district and convinced them to install access ramps. The group’s eventual goal, is to make Lancaster’s downtown business district totally accessible to individuals in wheelchairs. This would require extensive marketing efforts targeting many different individuals and groups. They now need to convince their target “customers,” the city and the local businesses to buy their idea and spend the money needed to make total accessibility a reality rather than a dream.43.The non-profit organization, disAbled for Access & Justice must determinean appeal or theme that will produce the desired response. There are three types of appeals: rational, emotional, and moral. Which would you suggest they use?AnswerdisAbled for Access & Justice could use any of the three types of appeals.A rational appeal would include a cost-benefit analysis of accessimprovements being offset by gains in new revenues or elimination of lost revenues. Another element of a rational appeal would be the implied threat of legal action for noncompliance with the law. The emotional appeal is probably the easiest to visualize. Finally, a moral appeal is justified by the appealing to the local business owner’s sense of what is “right”and “proper”.44.How might the buyer-readiness stages model guide the promotion planningat disAbled for Access & Justice?AnswerThe first issue with disAbled for Access & Justice is to make local businesses more aware of the problem. After awareness comes knowledge of what can and must be done to provide access to those who presently do not have it. It is necessary to accomplish a sense of buy-in to the concept of accessibility among the retail business community. Remember, the product here is more an idea than a physical product.教育之通病是教用脑的人不用手，不教用手的人用脑，所以一无所能。
Vllmcl市场营销学试题及其答案(吴健安)-(11)
生命是永恒不断的创造，因为在它内部蕴含着过剩的精力，它不断流溢，越出时间和空间的界限，它不停地追求，以形形色色的自我表现的形式表现出来。
－－泰戈尔《市场营销学》试卷B02考生注意：1、所有考题请回答在答题纸上，否则按无效试卷处理；2、请考生务必把年级、专业、班级、学号及姓名填写在答题纸上；3、本试卷共有4页八大题，请考生检查是否有缺页或损页；4、考试结束后，请将试题及答题纸同时交回。
年级：专业：班级：学号：姓名：一、单项选择题（在每小题备选的四个答案中选择一个最合适的，并将选中答案的字母填在答题纸上。
每小题1分，共12分。
）1、营销理论的基础是_________和价值实现论。
A．价值来源论B．生产目的论C．交换目的论D．消费者主权论2、在企业的价值链中，真正创造价值的经营活动，就是企业价值链的_________。
A．供销环节B．战略环节C．生产环节D．技术开发环节3、市场营销环境是企业营销职能外部_________的因素和力量，包括宏观环境和微观环境。
A．可改变B．不可捉摸C．可控制D．不可控制4、市场营销则是企业管理和经营中的___________。
A．主导性职能B．辅助性职能C．被动性职能D．社会分配职能5、_________在人格诸领域中最后形成，反映社会的各项准则，由理想、道德、良心等组成。
A．本我B．超我C．自我D．含我6、服务市场营销的要素是产品、定价、分销、促销及_________。
A．信息B．调研C．人员D．质量7、一部正在畅销的小说被作者、编剧改编成电视连续剧，并投入制作，搬上荧屏，这是信息的_________特征。
A．可检索性B．可共享性C．可转换性D．可存贮性8、就每一特定市场而言,最佳市场营销组合只能是_________的结果。
A．市场细分B．精心策划C．综合平衡D．统筹兼顾9、市场领导者扩大市场总需求的途径是_________。
A．寻找产品的新用途B．以攻为守C．扩大市场份额D．正面进攻10、非渴求商品，指消费者不了解或即便了解也_________的产品。
市场营销英语试题及答案
市场营销英语试题及答案一、选择题（每题1分，共10分）1. Which of the following is NOT a function of marketing?A. Product developmentB. PromotionC. DistributionD. Human resources management2. The 4Ps of marketing mix refer to:A. Product, Price, Place, PromotionB. Product, Price, Position, PromotionC. Product, Price, Positioning, PromotionD. Product, Place, Position, Promotion3. What is the primary goal of market segmentation?A. To increase the number of productsB. To target specific customer groupsC. To reduce advertising costsD. To expand the market share4. Which of the following is an example of a push strategy?A. AdvertisingB. Personal sellingC. Sales promotionsD. Public relations5. The concept of "Customer Lifetime Value" (CLV) is used to measure:A. The value of a customer's first purchaseB. The value of a customer's total purchases over timeC. The value of a customer's most recent purchaseD. The value of a customer's future purchases6. What is the term used to describe the process of identifying, anticipating, and satisfying customer requirements efficiently and effectively?A. Market researchB. Customer relationship managementC. MarketingD. Product management7. A marketing campaign that focuses on the benefits of the product to the customer is known as:A. Feature-based marketingB. Benefit-based marketingC. Need-based marketingD. Value-based marketing8. Which of the following is a type of market structure?A. MonopolyB. OligopolyC. Perfect competitionD. All of the above9. In marketing, the term "brand equity" refers to:A. The value of the brand's assetsB. The brand's market shareC. The brand's advertising budgetD. The brand's customer base10. Which of the following is a key element of the marketing mix for services?A. Service qualityB. Service priceC. Service promotionD. All of the above二、填空题（每题1分，共5分）11. The SWOT analysis is a tool used to identify a company's strengths, weaknesses, opportunities, and ________.12. The marketing concept is based on the idea that the key to achieving organizational goals is to determine the needs and wants of ________ and society.13. A ________ is a marketing strategy that involves creatinga unique image or identity in the minds of consumers.14. The term "market penetration" refers to increasing sales of existing products to existing customers without ________.15. The marketing mix for tangible goods is often referred to as the "4Ps," while for services it is sometimes called the "7Ps," which includes the additional elements of people, process, and ________.三、简答题（每题5分，共10分）16. Briefly explain the concept of market orientation and its importance in business.17. Describe the steps involved in the marketing research process.四、案例分析题（15分）18. (a) Assume you are a marketing manager for a new smartphone brand. Discuss the factors you would consider when setting the price for your product.(b) How would you use the concept of market segmentation to target different consumer groups?五、论述题（20分）19. Discuss the role of technology in modern marketing and how it has changed the way companies interact with their customers.答案：一、选择题1. D2. A3. B4. B5. B6. C7. B8. D9. A10. D二、填空题11. threats12. target customers13. brand positioning14. targeting new markets15. physical evidence三、简答题16. Market orientation is a business philosophy that emphasizes the importance of understanding and meeting customer needs in order to achieve long-term success. It involves a customer-centric approach where the company's actions are driven by the needs and wants of the market. This concept is important because it helps companies to be more competitive by focusing on customer satisfaction, which can lead to increased loyalty and profitability.17. The marketing research process typically involves the following steps: defining the research problem, designing the research, collecting data, analyzing data, and reporting findings. Each step is crucial for gaining insights into the market and making informed decisions.四、案例分析题18. (a) When setting the price for a new smartphone, factors to consider include production costs, competitor pricing, perceived value, target market's willingness to pay, and the desired profit margin. (b) Market segmentation can be used to identify different consumer groups based on demographics, psychographics, or behavioral factors. Tailoring。
市场营销英语版试题
4p：product、price、place、promotion、4c：customer solution、customer cost、convenience、communication4c的不足之处企业营销可能会在新的层次上统一化，不能形成个性化营销优势4c以顾客需求为向导、但顾客需求有合理性和个别性问题4c仍然没有体现既赢得客户、有长期的拥有客户关系营销思想、也没有解决满足顾客需求的操作性问题。
Concept checkWhat is marketing？Answer：marketing is an organizational function and set of processes for creating communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.Marketing focuses on __discovering and satisfying consumer needs.What are the four marketing mix elements that make up the organization”s marketing program?Test bank1 a study of marketing can :EA enable you to be a more informed citizenB help you in your careerC demonstrate how marketing affects your lifeD make you a better consumerE do all of above3 prospective customers include:EA individuals buying for themselvesB individuals buying for their householdsC organizations that buy for their own use （such as manufacturers）D organizations that buy for resale （such as wholesalers and retailers）E do all of above4 marketing seeks to discover the needs and wants of prospective customers and satisfy them 。
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。
最新英文版市场营销学期末试卷6资料
最新英文版市场营销学期末试卷6资料Section 1: Multiple Choices (75%)This section has 30 questions, each worth 2.5%. For each question, you must choose ONLY one choice which you think best fits in. Please transfer the code of your choice into the attached Answer Sheet.1. Marketing seeks to create and manage profitable customer relationships bydelivering ________ to customers.a. competitive pricesb. superior valuec. superior serviced. superior promotione. product assortment2. Customer satisfaction depends on the product’s perceived value relative tothe buyer’s ________.a. cost of obtaining the productb. expectationsc. cost of competing productsd. cost of the lost experiencee. all of the above3. To reduce demand for space on congested expressways in Washington,D.C., the Metropolitan Washington Council of Governments has attemptedto engage in ________.a. target marketingb. deregulationc. demarketingd. gray marketinge. integration4. Your firm is attempting to divide up the total market to determine the bestsegments it can serve. Which is the correct order of doing so?a. market segmentation, target marketing, market positioningb. target marketing, market positioning, market segmentationc. market positioning, market segmentation, target marketingd. market segmentation, market positioning, target marketinge. mass marketing, demographic segmentation, psychographicsegmentation5. A company with limited resources might enter a new market by serving ________ segment(s).a. the largestb. the most profitablec. duald. one or a fewe. three or more6. 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; convenience7. This systematic collection and analysis of publicly available information aboutcompetitors and developments in the marketing environment is very useful.What is it called?a. marketing datab. marketing intelligencec. Web masterd. sales and sales managemente. secondary data8. Survey research is best suited for gathering ________ information.a. personalb. preferencec. attituded. descriptivee. exploratory9. Which form of data can usually be obtained more quickly and at a lower cost?a. primaryb. censusc. secondaryd. syndicatede. tertiary10. ________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.a. Opinion leadersb. Habitual buyersc. Charismatic personalitiesd. Perceptionistse. Wild ducks11. ________ are defined as smaller cultural groups of people with sharedvalue systems based on common life experiences and situations.a. Alternative evaluationsb. Cognitive dissonancesc. Subculturesd. Motivese. Attitudes12. To marketers, more important than reality is ________, the process bywhich people select, organize, and interpret information to form a meaningful picture of the world.a. personalityb. perceptionc. selective groupd. habitual behaviore. assessment13. Markets can be segmented into groups of nonusers, ex-users, potentialusers, first-time users, and regular users of a product. This method of segmentation is called ________.a. user statusb. usage ratec. benefitd. behaviore. product frequency14. Mass marketers, such as Target and Venture Stores, ignore marketsegment differences and target the whole market with one offer. What is their approach to segmenting?a. undifferentiated marketingb. differentiated marketingc. target marketingd. blanket marketinge. intelligent marketing15. A segmenting approach that has been around for a long time that can bevery effective—________—tailors brands and promotions to the needs and wants of specific cities, neighborhoods, and even specific stores.a. micromarketingb. differentiated marketingc. niche marketingd. local marketinge. A or D16. ________ are consumer products and services with uniquecharacteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.a. Shopping productsb. Unsought productsc. Specialty productsd. Industrial productse. Line extensions17. A(n) ________ is a name, term, sign, symbol, design, or a combinationof these, that identifies that maker or seller of a product or service.a. serviceb. brandc. co-brandd. internal markete. external market18. Product mix ________ refers to the number of different product lines thecompany carries. Procter & Gamble markets 250 brands organized into many product lines.a. lengthb. heightc. widthd. perimetere. depth19. General Electric worked with Culligan to develop its Water by CulliganProfile Performance refrigerator with a built-in Culligan water filtration system. This is an example of ________.a. brand extensionb. brand equityc. co-brandingd. internal marketinge. cannibalization。
英文版市场营销学期末试卷12
Section 1: True or False1. ( T ) Marketing is managing profitable customer relationships.2. ( F ) Personality is a person's pattern of living as expressed in his or her psychographics.3. ( T ) Demographic segmentation can be used to divide the market by different time periods of people's lives and different family situations.4. ( T ) In evaluating different market segments, a firm should look at three factors: segment size and growth, segment structural attractiveness, and company objectives and resources.5. ( T ) Branding can add consumer value to a product.6. ( F ) EDLP is very similar to high-low pricing.7. ( T ) Pricing strategies tend to change and evolve as the average product passes through its life cycle.8. ( F ) When using product bundle pricing, sellers combine several of their products and offer the bundle at an increased price for increased profit.9. ( T ) A major role played by intermediaries is to buy large quantities of products from many producers and break them down into the smaller quantities and broader assortments wanted by consumers.10. ( F ) Department stores carry narrow product lines with deep assortments within those linesSECTION 2: Multiple Choice：Choose Just One Answer(Total 20, 2 Marks/Question)1.At what stage of the PLC (Product Life Cycle) can a higher price usually becharged〔A〕A.IntroductionB.GrowthC.MaturityD.DeclineE.R&D EraA. CustomizationB. PositioningC. TargetingD. Segmentation.3. The store carries a mix of automotive, outdoor, sporting, and decoration goods as well as house wares. What term would describe its product line (B)plexityB.BreadthC.DepthD.RichnessA. RemindB. EncourageC. ExplainD. Advise5. Questions such as:〞What ads do you remember seeing yesterday〞are an example of what type of post-test (B)A.Aided recallB.Unaided recallC.Inquiry testD.Attitude test.6. One of the following is NOT a criteria when forming segments: (D)A.Potential for higher profits and ROI.B.Similarity of needsC.Difference in needs of buyers among segmentsD.Fewer customer complaints.7. Intermediaries make the flow of products from producers to buyers possible by performing three basic functions: (C)A.Production, transmission and displayB.Assorting, storing and sortingC.Transactional, logistical and facilitationD.Buying sorting and financingE.Risk taking, transporting and grading.8. Which of the following types of retailers likely require their employees to focus most on assisting customers as they shop (A)A. Full-service retailerB. Self-service retailerC. Limited-service retailerD. Off-price retailer9. P&G sells six brands of laundry detergent in the United States, each designed for one of six laundry segments P&G has identified. Together, these six brands take 62% of market share. Which of the following is a disadvantage of P&G's differentiated marketing strategy (C)A. Lost customer loyalty.B. Lack of resources in marketingC. Increased of cost in marketing for each different brands and segments.D. Other suppliers controlling price10. Which of the following is NOT one of the four major communication functions(A)A. NoiseB. FeedbackC. EncodingD. DecodingSection Three: Essay Questions1. Briefly explain the concepts of needs, wants and demands. Please give an example for each concept. 〔15 points〕AnswersHuman needs are states of felt deprivation. Needs are part of the human make-up; they are not created by external forces. 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.Unlike needs, wants are not innate; instead, 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. An American with ten dollars needs food, wants a Big Mac and soft drink, and demands lunch at McDonalds.Wants become demands when they are backed by consumers' buying power. Marketers conduct extensive research to understand customers' wants and demands. They then attempt to fulfill customers' wants and demands through their market offerings.2. “Shanghai〞Watch was born in 1955. This brand accompanied Chinese people for over 50 years. From 1950s to 1970s, Shanghai Watch was the best watch in Chinese consumers mind. However, with the market development and open policy in China, more and more foreign brands entered Chinese market. Shanghai Watch sales declined dramatically. Some young consumers even don’t know this brand name; some old consumers are not sure whether Shanghai Watch is still in the market.1) What stage of Product Life Cycle is Shanghai Watch at (1 marks) Please describe the characteristics of this stage. (10 marks)AnswersDecline stage (1 mark)It could be decline stage or mature stage, either one is correct.The followings are characteristics of every stage of PLC, must identify 5 characteristics. 2 points for each.2) What could Shanghai Watch do to lengthen its Product Life Cycle Please give some suggestions. (12 marks)AnswersModify the ProductModify the MarketDiversification4 points for each. Students should give details of what to do. If only listing the terms, they get only 2 point.3) Please explain what Integrated Marketing Communication is to Shanghai Watch Co. management (2 marks). And design an Integrated Marketing Communication campaign for Shanghai Watch. (8 marks)IMC：integration the different marketing promotional elements to convey a consistent message. (integration, promotional elements, consistency, synergy)IMC program:Target Market: 2 pointMessage: 2 pointPromotional Elements: at least 2 promotion elements used. (4 points, 2 for each) AdvertisingSales PromotionPublic RelationDirect MarketingPersonal Selling3. Give 2 examples of shopping products (2 marks). Explain the stages of the consumer buyer/decision process and describe how you or your family went through this process to make a recent purchase of a shopping product (10 marks)Shopping products:●Less frequent purchase; much planning and shopping effort; comparison ofbrands on price, quality and style.●Higher price than convenience products●Selective distribution in fewer outlets●Examples: TV, furniture, digital camera, clothes, shoes。
英文版市场营销学期末试卷13
SECTION 1: True and False <TOTAL20 marks>For each of the following, place a “T” if the statement is “true”, “F” if the statement is false. (20 marks)___F___1.When the price setter stresses the supply or cost side of the pricing problem, they are using competition-orientation pricing.__F___ 2. When a consumer learns about a new product for the first time and makes a decision to try it, the consumer is engaged in the alternative evaluation process.___T___3. Consumers position products in their minds in order to simplify the buying process.__F____4. The retail position matrix makes use of these two dimensions:width and depth of product line.____T__ 5. When a company chooses a target marketing strategy, its choices are influenced by factors related to company resources, the degree of product variability, and the product's life-cycle stage__T____6. The purchase of a bottle of water is a low-involvement purchase.__F____ 7. Intensive distribution seeks many outlets in a market, while selective distribution seeks only one outlet in a given market area.__T___ 8. The frequent use of promotional pricing can encourage customers to only buy when a brand is on sale_F_____ 9. Direct marketing rarely occurs on a one-to-one, interactive basis.__F___10. In introduction stage, a company retains the product but reduces marketing support costs.Section 2：Multiple Choices (20 marks, 2 for each)1. _____c_____ is the term that describes the actions a person takes in purchasing and using products and services.a) Marketingb) Market researchc) Consumer behaviord) Consumer managemente) Purchase development2. A “quality” message may be used for the HUMmers while a “connectivity” message may be used for the Executive Warriors. This is an example of __________.a) positioningb) selective marketingc) brandingd) market segmentatione) targetingAns: a3. The framework to relate the market segments of potential buyers to products offered or potential marketing actions by the firm is called: da)Action gridb)Relation gridc)Product gridd)Procuduct/Market grid.4. To handle products in the decline stage of the product life cycle, companies often use either __________.a) diversification or harvestingb) diversification or contractingc) deletion or harvestingd) deletion or diversificatione) building or contractingAns: c5. Pricing constraints are __________.a) barriers that must be overcome in order to set pricing objectivesb) competitive pricing advantages one firm has over anotherc) different pricing strategies for each of the firm's productsd) factors that limit the range of prices a firm may sete) another name for demand curvesAns: d6. When a firm distributes to two or more different types of channels for the same product, this is called: Da)Double channel dutyb)Dual networkc)Split distributiond)Dual distribution7. __________ is the marketing of two or more products for a single "package" price.a) Packaged pricingb) Loss-leader pricingc) Bundle pricingd) Tie-in pricinge) Multi-product pricingAns: c8. ___________ arises when one channel member believes another channel member is engaged in behavior that prevents it from achieving its goals.a) Channel conflictb) Disintermediationc) Cross-dockingd) Partnership inconsistencye) Relationship varianceAns: a9. Which method of classifying retail outlets would be most appropriate for describing all franchise operations?a) Form of ownershipb) Level of servicec) Merchandise lined) Method of operatione) Revenue generatedAns: a10. In which form of retail outlet would customers be offered convenience, quality personal service and lifestyle compatibility?a) Corporate chainb) Administered systemc) Contractual systemd) Independent retailerAns: dSECTION 3: SHORT ANSWERS (60 marks)1. Distinguish between a direct and an indirect channel (6 marks). Please give an example for each channel structure (4 marks)Ans: a direct channel occurs when a producer and ultimate consumers deal directly with each other. Because there are no intermediaries, the producer must perform all channel functions. Indirect channels occur when intermediaries are inserted between the producer and consumers and perform numerous channel functions.2. Describe the characteristics of each stage of product life cycle. And discuss the role of promotion in the four stages of the product life cycle (20 marks)Ans: The first stage is introduction. The primary job for promotion here is to inform and increase awareness of the product among consumers. (5 marks each stage)The second stage is growth. Here the primary task is to persuade the consumer to buy your brand rather than substitutes.The third stage is maturity. Here, you want to maintain existing buyers and remind consumers of the product's existence.The fourth and final stage is decline. This is usually a period of phase-out for theproduct and little effort or money is expended, especially in sales promotions.3. Assume you are manager of The Outback Steak House, a franchised restaurant that has newly opened in Shanghai. Describe how you would segment the market according to segmentation bases, using as many segmentation variables as you can and explaining why each variable is appropriate. (20 marks)Ans: [Students might select any segmentation variables] However, the most likely include these: The first dimension would be geographic with segmentation variables designed to describe those people within a reasonable draw area around the restaurant. They could be defined by ZIP Code, census tract or subdivision. The next dimension should be demographics, including homeowners, young adults, married, probably with children. Also important would be household income, perhaps related to occupations. The Outback manager would seek those people who had not only the need, but also the means to dine at the restaurant and demographic correlations can be rather easily made with regard to those factors. The psychographic dimension would include variables such as extroverted, gregarious and those fond of pleasures such as eating out. Segmentation according to the benefits dimension could include convenience and economy relative to more expensive restaurants. As for the usage dimension, it would be well to seek medium and heavy users including, perhaps, those people who might dine at The Outback more than once a month, since repeat business is the key to success in this sort of venture.4. You will be graduating soon and have been offered "the job of your dreams". The new position, however, requires some traveling so you will need a car. You currently do not have one. What decision process will you go through to purchase an automobile? (10 marks)Ans: This purchase would require five purchase decision stages:Problem recognition: the car is needed for the new job.Information search: Check internal and external sources.Alternative evaluation: objective and subjective attributes considered from consideration set.Purchase decision: decision made after judging the alternatives.Post-purchase evaluation: evaluate car in terms of expectations.。
市场营销英语试题及答案
市场营销英语试题及答案1. What is the term used to describe the process of identifying, anticipating and satisfying customer requirements efficiently and profitably?A. Market ResearchB. MarketingC. SalesD. AdvertisingAnswer: B2. Which of the following is not a component of the marketing mix?A. ProductB. PlaceC. PriceD. ProcessAnswer: D3. What does the acronym SWOT stand for in marketing?A. Strengths, Weaknesses, Opportunities, ThreatsB. Systems, Work, Opportunities, ThreatsC. Strategies, Weaknesses, Opportunities, TacticsD. Strengths, Worth, Opportunities, ThreatsAnswer: A4. In marketing, what is the term for the first step in the buying decision process?A. Problem RecognitionB. Information SearchC. Evaluation of AlternativesD. Purchase DecisionAnswer: A5. What is the purpose of segmentation in marketing?A. To increase the price of the productB. To target specific groups of customersC. To reduce the number of competitorsD. To decrease the quality of the productAnswer: B6. Which of the following is not a type of market research method?A. SurveysB. Focus GroupsC. ExperimentsD. Historical AnalysisAnswer: D7. What is the term used to describe the process of creating, delivering, and communicating superior customer value?A. Customer Relationship ManagementB. Brand ManagementC. Value PropositionD. Customer ServiceAnswer: C8. What is the main objective of promotional activities in marketing?A. To increase brand awarenessB. To reduce production costsC. To improve employee moraleD. To decrease competitionAnswer: A9. What is the term used to describe the process of exchanging goods and services for money?A. BarterB. TradeC. CommerceD. TransactionAnswer: D10. In marketing, what is the term for the final step in the buying decision process?A. Post-Purchase EvaluationB. Purchase DecisionC. DisposalD. Problem RecognitionAnswer: A。
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。
F5.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。
英文版市场营销学期末试卷6
英文版市场营销学期末试卷6Section 1: Multiple Choices (75%)This section has 30 questions, each worth 2.5%. For each question, you must choose ONLY one choice which you think best fits in. Please transfer the code of your choice into the attached Answer Sheet.1. Marketing seeks to create and manage profitable customerrelationships by delivering ________ to customers.a. competitive pricesb. superior valuec. superior serviced. superior promotione. product assortment2. Customer satisfaction depends on the product’s perceived val uerelative to the buyer’s ________.a. cost of obtaining the productb. expectationsc. cost of competing productsd. cost of the lost experiencee. all of the above3. To reduce demand for space on congested expressways inWashington, D.C., the Metropolitan Washington Council of Governments has attempted to engage in ________.a. target marketingb. deregulationc. demarketingd. gray marketinge. integration4. Your firm is attempting to divide up the total market to determine the bestsegments it can serve. Which is the correct order of doing so?a. market segmentation, target marketing, market positioningb. target marketing, market positioning, market segmentationc. market positioning, market segmentation, target marketingd. market segmentation, market positioning, target marketinge. mass marketing, demographic segmentation, psychographicsegmentation5. A company with limited resources might enter a new market by serving ________ segment(s).a. the largestb. the most profitablec. duald. one or a fewe. three or more6. Today the four Ps are compared to the four Cs. Product and place arecalled ________ and ________, respectively.a. convenience; customer solutionb. customer cost; conveniencec. communication; customer solutiond. customer solution; conveniencee. communication; convenience7. This systematic collection and analysis of publicly available informationabout competitors and developments in the marketing environment is very useful. What is it called?a. marketing datab. marketing intelligencec. Web masterd. sales and sales managemente. secondary data8. Survey research is best suited for gathering ________ information.a. personalb. preferencec. attituded. descriptivee. exploratory9. Which form of data can usually be obtained more quickly and at a lowercost?a. primaryb. censusc. secondaryd. syndicatede. tertiary10. ________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.a. Opinion leadersb. Habitual buyersc. Charismatic personalitiesd. Perceptionistse. Wild ducks11. ________ are defined as smaller cultural groups of people with sharedvalue systems based on common life experiences and situations.a. Alternative evaluationsb. Cognitive dissonancesc. Subculturesd. Motivese. Attitudes12. To marketers, more important than reality is ________, the process bywhich people select, organize, and interpret information to form a meaningful picture of the world.a. personalityb. perceptionc. selective groupd. habitual behaviore. assessment13. 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 ratec. benefitd. behaviore. product frequency14. Mass marketers, such as Target and Venture Stores, ignore marketsegment differences and target the whole market with one offer.What is their approach to segmenting?a. undifferentiated marketingb. differentiated marketingc. target marketingd. blanket marketinge. intelligent marketing15. A segmenting approach that has been around for a long time thatcan be very effective—________— tailors brands and promotions to the needs and wants of specific cities, neighborhoods, and even specific stores.a. micromarketingb. differentiated marketingc. niche marketingd. local marketinge. A or D16. ________ are consumer products and services with uniquecharacteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.a. Shopping productsb. Unsought productsc. Specialty productsd. Industrial productse. Line extensions17. A(n) ________ is a name, term, sign, symbol, design, or acombination of these, that identifies that maker or seller of a product or service.a. serviceb. brandc. co-brandd. internal markete. external market18. Product mix ________ refers to the number of different product linesthe company carries. Procter & Gamble markets 250 brands organized into many product lines.a. lengthb. heightc. widthd. perimetere. depth19. General Electric worked with Culligan to develop its Water byCulligan Profile Performance refrigerator with a built-in Culligan water filtration system. This is an example of ________.a. brand extensionb. brand equityc. co-brandingd. internal marketinge. cannibalization20. Which of the stages in the product life cycle is characterized byrapid market acceptance, increasing sales, and increasing profits?a. introductionb. maturityc. growthd. declinee. development21. What actually leads to greater competition in the maturity stage ofthe PLC?a. overcapacityb. many competitorsc. poor managementd. inadequate promotione. a lack of money22. Some companies have adopted a ________ strategy, offering justthe right combination of quality and good service at a fair price.a. value-based pricingb. good-value pricingc. cost-plus pricingd. low-price imagee. none of the above23. Lawyers, accountants, and other professionals typically price byadding a standard markup for profit. This is known as ________.a. variable costsb. cost-plus pricingc. value-based pricingd. break-even pricee. penetration pricing24. Consumer perceptions of th e product’s value set the ________.a. demand curveb. floorc. ceilingd. variable coste. image25. By definition, a conventional distribution channel consists of oneor more independent producers, wholesalers, and ________.a. productsb. retailersc. contractsd. strangerse. merchants26. The most common type of contractual agreement in business is the________.a. franchise organizationb. vertical marketing systemc. conventional marketing channeld. corporate VMSe. scrambled system27. A recent major trend, whereby producers are bypassingintermediaries and going directly to final buyers, or radically new types of channel intermediaries are emerging to displace traditional ones is referred to as ________.a. the vertical marketing systemb. the corporate marketing systemc. disintermediationd. the corporate mergere. a hostile takeover28. The communication tools a company uses to pursue its advertisingand marketing objectives is often referred to as the company’s ________.a. direct marketingb. integrated marketingc. promotion mixd. competitive marketinge. target marketing29. The major promotion tool that includes catalogs, telephonemarketing, kiosks, the Internet, and more is called ________.a. sales promotionb. direct marketingc. affordable methodd. public relationse. advertising30. A message showing a product’s quality, economy,value, orperformance is called a ________ appeal.a. structuralb. rationalc. emotionald. morale. linguisticSection 2 Short Answer Questions (25%)Answer each question with adequate knowledge you have learned in this course. You need to present your answer and the question number in the Attached Answer Sheet.1. Outline the four major steps in designing a customer-drivenmarketing strategy. (7%)Answer KeysThe 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 then identifies different ways to segment the market and develops profiles of the resulting market segment. The third step is differentiating the firm’s market offering to create superior customer value. The final 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 target consumers..2. Discuss the importance of consumer perceptions of value andcosts to setting prices. (8%)Answer KeysCustomer perceptions of value set the upper limit for prices, and costs set the lower limit. However, in setting prices within these limits the company must then consider other internal and external factors. Internal factors affecting pricing include the company’s overall marketing strategy, objectives, and marketing mix, as well as other organizational considerations. External factors include the nature of the market and demand, competitors’ strategies and prices, and other environmental factors.3. What advantages do multichannel distribution systems offer intoday’s markets? (8%)Answer KeysWhat is the principle advantage of using a multichannel distribution system?With each new channel in a multichannel distribution system the company expands its sales and market coverage and gains opportunities to tailor its products and services to the specific needs of diverse customer segments.。
英文版国际营销学期末试卷1
英文版国际营销学期末试卷10SECTION 1: True and False <TOTAL20 marks>For each of the following, place a “T” if the statement is “true”, “F” if the statement is false. (20 marks)__F____1.When the price setter stresses the supply or cost side of the pricing problem, they are using competition-orientation pricing.____T__2. All activities involved in selling renting, and providing goods and services to ultimate consumers for personal, family or household use are known as retailing.___F___ 3.Any paid form of nonpersonal communication about an organization, good, service or idea by an identified sponsor is called: publicity___F___ 4. The main reasons a firm segments its markets is to refine sales forecasts and allow for more product differentiation.____F___5. The retail position matrix makes use of these two dimensions:width and depth of product line._____T___6. The purchase of a bottle of water is a low-involvement purchase.___F___ 7.During the introduction stage of the PLC, sales gradually increase and competition becomes tough.___F___ 8 “Marketing” is best described as “selling”__T____ 9. The marketing objective for the maturity stage of PLC is to maintain brand loyalty.____F___10. In introduction stage, a company retains the product but reduces marketing support costs it is in what stage of the PLC.SECTION 2: Multiple Choice. (Total 40, 2 Marks/Question)Right answers are highlighted.1. Between classes, many college students stop at conveniently located vending machines for their favorite candy bar and soft drink. Their choices are generally made quickly and with little or no effort to consider alternative product offerings. The college students described here are most likely involved in __________.a)limited problem solving situationsb)routine problem solving situationsc)extensive problem solving situationsd)intensive problem solving situationse) unlimited problem solving situations Ans: bFeedback: Routine purchase decisions involve low-priced, frequently purchased products. Consumers typically spend very little effort or time seeking or evaluating alternatives. Purchase decisions resemble habitual responses and are typical of low-involvement decisions.2. The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is called __________. a) a negative antecedent b) perceived riskc) temporal uncertainty d) spatial uncertainty e) buyers' remorse Ans: b3. Because the average consumer operates in a complex environment, the human brain attempts to organize and interpret information with a process called __________. a) selective retention b) selective attention c) selective exposure d) selective perception e) stimulus discrimination Ans: d4. Qu estions such as:”What ads do you remember seeing yesterday?” are an exam ple of what type of post-test? a) Aided recall b) Unaided recall c) Inquiry test d) Attitude test.5. __________ is a favorable attitude toward and consistent purchase of a single brand over time.a) Brand biasb) Brand discrimination c) Brand loyalty d) Behavioral loyalty e) Selective perception Ans: c6.A market segment would have a collection of prospective buyers that are: a) Ready to buy……………………………………………………………装订线…………………………………………………b)Showing unfilled needsc)Relatively heterogeneousd)Relatively homogeneous.7.KFC in Japan sells tempura crispy strips. In northern England, it stresses gravy and potatoes, while in Thailand it offers fresh rice. In Holland instead of potatoes, KFC offers customers a potato and onion croquette. In France, KFC sells pastries alongside its chicken. These examples illustrate that KFC exhibits an understanding of and appreciation for the __________ of other societies.a)demographicsb)symbolsc)customsd)sensitivitiese)selective perceptionAns: cFeedback: Customs are what is considered normal and expected about the way people do things (including what they eat) in a specific country. KFC serves food that suits the tastes of its target markets in each of the countries listed.8.The framework to relate the market segments of potential buyers to products offered or potential marketing actions by the firm is called:a)Action gridb)Relation gridc)Product gridd)Market grid.9.When a firm distributes to two or more different types of channels for the same product, this is called:a)Double channel dutyb)Dual networkc)Split distributiond)Dual distribution10.Which of the following is NOT a criterion used in forming segments?a)Potential for increased profitb)Similarity of needs of potential buyers within a segmentc)Competitive positiond)Potential of marketing action to reach a segmente)Simplicity and cost of assigning potential buyers to segmentsAns: cFeedback: Competitive position is a reason for selecting a market, not for segmenting it. The five criteria to be used in forming segments include (1) potential for increased profit; (2) similarity of needs of potential buyers within a segment; (3) difference ofneeds of buyers among segments; (4) potential of a marketing action to reach a segment; (5) simplicity and cost of assigning potential buyers to segments.11.Automobiles and TV’s are in what stage of the PLCa)Introductionb)Growthc)Maturityd)Decline12.Campbell's found that its canned nacho cheese sauce, which could be heated and poured directly onto nacho chips, was too hot for Americans in the East and not hot enough for those in the West and Southwest. Today, Campbell's plants in Texas and California produce a hotter nacho cheese sauce than that produced in the other plants. Campbell's is using __________ segmentation.a)ageb)behavioralc)socioeconomicd)geographice)perceptualAns: dFeedback: Campbell's is marketing a different sauce to different markets depending on where they are located. This is geographic segmentation.13.What type of ad gets the consumers to take immediate action?a)Delayed-response advertisingb)Direct-response advertisingc)Direct-trigger advertisingd)Direct-action advertising14. The consumers represented by "B" in Figure 11-5 are called __________.a)innovatorsb)late majorityc)early majorityd)early adopterse)laggardsFeedback: Figure 11-5 shows the consumer population divided into five categories of product adopters based on when they adopt a new product: (A) innovators, (B) early adopters, (C) early majority, (D) late majority and (E) laggards.15. Sugarcane producers are now promoting them as an alternative source of energy to oil. They are __________.a) finding new users through a product modification strategyb) creating new use situations through a market modification strategyc) increasing use by existing customers through a product modification strategyd) modifying the product characteristicse) demarketing the productAns: bFeedback: With market modification strategies, a company tries to find new customers, increase a product's use among existing customers or create new use situations. Finding new uses for a more mature product helps extend the product's life cycle, as in the case of sugarcanes.16. Pizza Hut’s recent introduction of the thin and crispy crust pizza on top of its original thick crust is an example of __________ and should attract new buyers.a) a market-product strategyb)diversificationc)market modificationd)product modificatione)harvestingAns: dFeedback: Product modification is a strategy that involves altering a product's characteristic such as its quality, performance or appearance to try to increase the product's value to customers and increase sales.17.The marketing of two or more products in a single package price is calleda)Target pricingb)Bundle pricingc)Odd-even pricingd)Price lining.18. In response to Duracell's introduction of the Duracell Ultra battery, Energizer introduced an Advanced Formula battery, but unlike Duracell, Energizer priced its batteries at a low initial price to attract the mass market. Energizer used __________.a)penetration pricingb)prestige pricingc)skimming pricingd)price lininge)cost-plus fixed-fee pricingFeedback: Penetration pricing is setting a low initial price of a new product—the strategy Energizer chose.19.Which promotional mix alternatives allows the seller to see or hear the potential buyers reaction to the message?a)Advertisingb)Personal sellingc)Public relationsd)Sales promotions20. To handle products in the decline stage of the product life cycle, companies often use either __________.a)diversification or harvestingb)diversification or contractingc)deletion or harvestingd)deletion or diversificatione)building or contractingAns: cFeedback: To handle a declining product, a company will follow one of two strategies. Deletion is dropping the product from the company's product line; harvesting is retaining the product but reducing marketing costs.SECTION 3: SHORT ANSWERS (40 marks)Question 1 (20 marks- Branding)Pro ImageThe marketing of professional and university team sportswear and novelty items is a $3 billion-a-year industry. Pro Image was one of the first franchiser of the one-stop sports fan shop. Pro Image controls over 130 stores, with an additional 100 franchised outlets. Each franchise store costs roughly $100,000, approximately $16,000 of which covers the franchise fee with the rest going toward inventory and store improvements.Pro Image assists franchisees in site selection, lease negotiation, and advertising. Pro Image requires new owners to attend a four-day training session. Other assistance includes a business hotline and a computerized inventory and sales system. As an added service they stock hard to get items in a 4,500 square-foot warehouse, making them more readily available to franchisees.2a) Suppose you are interested in opening a sports fan shop. What are the advantages and disadvantages of becoming part of a franchise operation? (10 marks) AnswersFor franchisor:•Expansion:VC & control•Legal considerationno more licenses•Operation considerationfranchisee has greater incentivethan employeeFor franchisee:•Employmenta way of owning a business•Quick starta proven trademark•TrainingFranchisor provide significanttrainingFor franchisor:•Limited pool of available franchiseesFinancial resources & desire•ControlCareful screen franchiseeIllegal operation by franchisee damage goodwill of franchisorFor franchisee:•No guaranteeBusiness risk•ControlLoss of controlRequired to follow system•Pricefranchise fee, ongoing royalties and advertising contributions•Conflictsacting in bad faith2b) A franchise is described as what type of vertical marketing system? How does this system differ from the other two types? (10 marks)AnswersFranchising is on contractual base.The other two are based on: corporate control or administrative control.Question 2 (20 Marks)GURU, a China based brand, is an energy drink made from all natural ingredients. It combines the power of carefully chosen ingredients from around the world. GURU drink is made from carbonated water, white grape juice concentrate, natural flavors, guarana extract, lemon juice, ginseng extract, Echinacea extract and ginkgo biloba extract. While the primary benefit of most other beverages on the market today is to quench thirst and refresh, GURU’s main benefit i s to provide the user with not only a boost of physical energy, but a mental one as well. GURU is used to delivery energy for athletic performance and to aid memory (helping students study).2. a) Assuming GURU is about to enter the maturity phase in the product life cycle. What changes to the marketing mix would you advise the management of GURU as it enters this phase of the Product Life Cycle? (10marks)AnswersProduct: Different versionPrice: lower pricePlace: intensive distributionPromotion: reminding, competitive ad, sales promotion.(2.5 each)2. b) How could GURU extend its product life cycle? (4)AnswersModify the productModify the marketRepositioning2 c) Which pricing strategy would you suggest to Guru, skimming pricing or penetration pricing at current product life cycle stage? Explain why. (6 marks) AnswersThere is no right answer. As long as students indicate 3 reasons, they get the points.Penetration Pricing.a. Setting a low initial price on a new product to appeal immediately to themass market is penetration pricing, the exact opposite of skimmingpricing.b. The conditions favoring penetration pricing are:Many segments of the market are price sensitive.A low initial price discourages competitors from entering the market.Unit production and marketing costs fall dramatically as productionvolumes increase.c. A firm using penetration pricing may:Maintain the initial price for a time to gain profit lost from its lowintroductory level.Lower the price further, counting on the new volume to generate thenecessary profit.d. Penetration pricing may follow skimming pricing:A firm might initially price a product high to attract price-insensitiveconsumers as well as recoup initial R&D costs and introductorypromotional expenses.Then, penetration pricing is used to appeal to a broader segment of thepopulation and increase market share.Skimming Pricing.a. A firm introducing a new or innovative product can use skimming pricing, setting the highest initial price that customers really desiring the productare willing to pay.These customers are not very price sensitive. They weigh the newproduct’s price, and quality against the same characteristics ofsubstitutes.As consumer demand is satisfied, the firm lowers the price to attractanother, more price-sensitive segment.Skimming pricing gets its name from skimming successive layers of “cream,” or customer segments, as prices are lowered in a series ofsteps.b. Skimming pricing is an effective strategy when:Enough customers are willing to buy the product at the high initialprice to make these sales profitable.The high initial price will not attract competitors.Lowering price has only a minor effect on increasing the sales volumeand reducing the unit costs.Customers interpret the high price as high quality.These four conditions are most likely to exist when patents orcopyrights protect the new product or its uniqueness is understood andvalued by consumers.。
英文版市场营销学期末试卷6
Section 1: Multiple Choices (75%)This section has 30 questions, each worth 2.5%. For each question, you must choose ONLY one choice which you think best fits in. Please transfer the code of your choice into the attached Answer Sheet.1. Marketing seeks to create and manage profitable customer relationships by delivering ________ to customers.a. competitive pricesb. superior valuec. superior serviced. superior promotione. product assortment2. Customer satisfaction depends on the product’s perceived value relative to the buyer’s ________.a. cost of obtaining the productb. expectationsc. cost of competing productsd. cost of the lost experiencee. all of the above3. To reduce demand for space on congested expressways in Washington, D.C., the Metropolitan Washington Council of Governments has attempted to engage in ________.a. target marketingb. deregulationc. demarketingd. gray marketinge. integration4. Your firm is attempting to divide up the total market to determine the bestsegments it can serve. Which is the correct order of doing so?a. market segmentation, target marketing, market positioningb. target marketing, market positioning, market segmentationc. market positioning, market segmentation, target marketingd. market segmentation, market positioning, target marketinge. mass marketing, demographic segmentation, psychographic segmentation5. A company with limited resources might enter a new market by serving ________ segment(s).a. the largestb. the most profitablec. duald. one or a fewe. three or more6. 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; convenience7. This systematic collection and analysis of publicly available information about competitors and developments in the marketing environment is very useful. What is it called?a. marketing datab. marketing intelligencec. Web masterd. sales and sales managemente. secondary data8. Survey research is best suited for gathering ________ information.a. personalb. preferencec. attituded. descriptivee. exploratory9. Which form of data can usually be obtained more quickly and at a lower cost?a. primaryb. censusc. secondaryd. syndicatede. tertiary10. ________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.a. Opinion leadersb. Habitual buyersc. Charismatic personalitiesd. Perceptionistse. Wild ducks11. ________ are defined as smaller cultural groups of people with shared value systems based on common life experiences and situations.a. Alternative evaluationsb. Cognitive dissonancesc. Subculturesd. Motivese. Attitudes12. To marketers, more important than reality is ________, the process by which people select, organize, and interpret information to form a meaningful picture of the world.a. personalityb. perceptionc. selective groupd. habitual behaviore. assessment13. 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 ratec. benefitd. behaviore. product frequency14. Mass marketers, such as Target and Venture Stores, ignore market segment differences and target the whole market with one offer. What is their approach to segmenting?a. undifferentiated marketingb. differentiated marketingc. target marketingd. blanket marketinge. intelligent marketing15. A segmenting approach that has been around for a long time that can be very effective—________— tailors brands and promotions to the needs and wants of specific cities, neighborhoods, and even specific stores.a. micromarketingb. differentiated marketingc. niche marketingd. local marketinge. A or D16. ________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.a. Shopping productsb. Unsought productsc. Specialty productsd. Industrial productse. Line extensions17. A(n) ________ is a name, term, sign, symbol, design, or a combination of these, that identifies that maker or seller of a product or service.a. serviceb. brandc. co-brandd. internal markete. external market18. Product mix ________ refers to the number of different product lines the company carries. Procter & Gamble markets 250 brands organized into many product lines.a. lengthb. heightc. widthd. perimetere. depth19. General Electric worked with Culligan to develop its Water by Culligan Profile Performance refrigerator with a built-in Culligan water filtration system. This is an example of ________.a. brand extensionb. brand equityc. co-brandingd. internal marketinge. cannibalization20. Which of the stages in the product life cycle is characterized by rapid market acceptance, increasing sales, and increasing profits?a. introductionb. maturityc. growthd. declinee. development21. What actually leads to greater competition in the maturity stage of the PLC?a. overcapacityb. many competitorsc. poor managementd. inadequate promotione. a lack of money22. Some companies have adopted a ________ strategy, offering just the right combination of quality and good service at a fair price.a. value-based pricingb. good-value pricingc. cost-plus pricingd. low-price imagee. none of the above23. Lawyers, accountants, and other professionals typically price by adding a standard markup for profit. This is known as ________.a. variable costsb. cost-plus pricingc. value-based pricingd. break-even pricee. penetration pricing24. Consumer perception s of the product’s value set the ________.a. demand curveb. floorc. ceilingd. variable coste. image25. By definition, a conventional distribution channel consists of one or more independent producers, wholesalers, and ________.a. productsb. retailersc. contractsd. strangerse. merchants26. The most common type of contractual agreement in business is the ________.a. franchise organizationb. vertical marketing systemc. conventional marketing channeld. corporate VMSe. scrambled system27. A recent major trend, whereby producers are bypassing intermediaries and going directly to final buyers, or radically new types of channel intermediaries are emerging to displace traditional ones is referred to as ________.a. the vertical marketing systemb. the corporate marketing systemc. disintermediationd. the corporate mergere. a hostile takeover28. The communication tools a company uses to pursue its advertising and marketing objectives is often referred to as the company’s ________.a. direct marketingb. integrated marketingc. promotion mixd. competitive marketinge. target marketing29. The major promotion tool that includes catalogs, telephone marketing, kiosks, the Internet, and more is called ________.a. sales promotionb. direct marketingc. affordable methodd. public relationse. advertising30. A message showing a product’s quality, economy, value, or performance is called a ________ appeal.a. structuralb. rationalc. emotionald. morale. linguisticSection 2 Short Answer Questions (25%)Answer each question with adequate knowledge you have learned in this course. You need to present your answer and the question numberin the Attached Answer Sheet.1. Outline the four major steps in designing a customer-driven marketing strategy. (7%)Answer KeysThe 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 then identifies different ways to segment the market and develops profiles of the resulting market segment. The third step is differentiating the firm’s market offering to create superior customer value. The final 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 target consumers..2. Discuss the importance of consumer perceptions of value and costs to setting prices. (8%)Answer KeysCustomer perceptions of value set the upper limit for prices, and costs set the lower limit. However, in setting prices within theselimits the company must then consider other internal and external factors. Internal factors affecting pricing include the company’s overall marketing strategy, objectives, and marketing mix, as well as other organizational considerations. External factors include the nature of the market and demand, competitors’ strategies and prices, and other environmental factors.3. What advantages do multichannel distribution systems offer in today’s m arkets? (8%)Answer KeysWhat is the principle advantage of using a multichanneldistribution system?With each new channel in a multichannel distribution system the company expands its sales and market coverage and gains opportunities to tailor its products and services to the specific needs of diverse customer segments.。
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SECTION 1: True and False <TOTAL20 marks>For each of the following, place a “T” if the statement is “true”, “F” if the statement is false. (20 marks, 2 marks/ Question)___T__ 1. Competitive advantage is a unique strength relative to competitors, often based on quality, time, cost or, innovation.___F__2. Market share can be defined in both currency as well as in units sold. Because both ratios calculate market share, market share will be the same for a firm regardless which measurement is used.___F_ 3. A “high-involvement purchase” usually involves a considerable amount of time researching the product and the product is a routine purchase.___T_ 4. A company engaged in environmental scanning is continually acquiring information on events occurring outside the organization to identify and interpret potential trends .__ F__5.At the information search stage of the purchase decision process, a consumer compares the product with his or her expectations and is either satisfied or dissatisfied.____F__6. A cohesive marketing mix consists of the product, promotion, price, and personnel.____F__7.Publicity is any paid form of nonpersonal communication about an organization, good, service or idea by an identified sponsor.____T__8. Direct mail and catalog retailing are examples of nonstore retailing.___F___9. Market segment would have a collection of prospective buyers that are ready to buy。
____F__10. “Marketing” is best described as “promotion”.SECTION 2: Multiple Choice：Choose Just One Answer(Total 40, 2 Marks/Question)1. __________ are what is considered normal and expected about the way people do things in a specific country.A. MoralsB.EthicsC. ValuesD.CustomsAns: d2.Questions such as:”What ads do you remember seeing yesterday?” are anexample of what type of post-test?A.Aided recallB.Unaided recallC.Inquiry testD.Attitude test.Ans: b3. The group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware is the __________.A.evaluative setB.evolved setC.consideration setD.alternative selection groupE.aspiration groupAns: c4.All activities involved in selling renting, and providing goods and services to ultimate consumers for personal, family or household use are known as:A.MarketingB.RetailingC.Personal SellingD.Sales promotionAns: B5.A consumer's __________ refers to the personal, social and economic significance of the purchase to the consumer.A.involvementB.aspirationC.acculturative responseD.motivationE.selective perceptionAns: a6.At what stage of the PLC (Product Life Cycle) can a higher price usually be charged?A.IntroductionB.GrowthC.MaturityD.DeclineE.R&D EraAns: A.7．A company that sets a low initial price on a new product to appeal immediately to the mass market is using __________.a)skimming pricingb)penetration pricingc)price liningd)odd-even pricinge)prestige pricingAns: bing Price as a measure of the quality of a product and setting price high is:A.Prestige pricingB.Pricing LiningC.Pricing odd-evenD.Target pricingAns: a9.The main reasons a firm segments its markets are:A.To refine sales forecasts and allow for more product differentiation.B.To create more word-of-mouth in a market.C.To focus advertising and monitor salesD.To respond to different needs and wants in market and increases sales andprofitsAns:D10. A(n) __________ in the consumer purchase decision process occurs when consumers scan their memory for previous experiences with products or brands.A.problem recognitionB.internal searchC.external searchD.purchase taskE.antecedent stateAns: b11.Selecting target markets means using criteria such as cost of reach the segment and __:A.Size and expected growthB.Marketing investmentC.Density of populationD.Values of customers.Ans: a.12. Using __________, many retailers deliberately sell products below their normal prices (and sometimes below cost) to attract attention and induce additional store traffic.A.customary pricingB.above-market pricingC.loss-leader pricingD.prestige pricingE.skimming pricingAns: cFeedback: Loss-leader pricing is deliberately pricing a product below its customary price to attract consumer attention to it. It is hoped that customers will buy other, higher-margin products while in the store.13.Melissa has just told her supervisor, "I'm so glad I bought the Motorola RAZR2 rather than those other phones I was looking at. I can do my email, access my music and even search the web with it. It's like having a mini-computer in my pocket". Which stage of the consumer purchase decision process is demonstrated by Melissa's conversation?A.Problem recognitionrmation searchC.Alternative evaluationD.Purchase decisionE.Post-purchase behaviorAns: eFeedback: After buying a product a consumer compares it with his or her expectations and is either satisfied or dissatisfied. The consumer may attempt to reduce cognitive dissonance by reinforcing the belief that he or she made the right choice. This occurs at the post-purchase stage.14. A country's economic infrastructure consists of all of the following EXCEPT __________.A.distribution systemsB.telephone linesC.roadsD.banksE.political systemAns: eFeedback: Communications, transportation systems, financial services as well as distribution systems contribute to a nation's economic infrastructure. The political system, while important is not included in the term economic infrastructure.15.Customer satisfaction is an important focus for marketers because __________.A.marketing research is an inexpensive processB.the financial value of a retained customer can be significantC.customer value is a non-quantifiable statisticD.attracting new customers is easier than keeping old onesE. a market development strategy is preferable to a market penetration strategy Ans: bFeedback: Research shows that a 5 percent improvement in customer retention can increase a company's profits by 70 to 80 percent.16.Between classes, many college students stop at conveniently located vending machines for their favorite candy bar and soft drink. Their choices are generally made quickly and with little or no effort to consider alternative product offerings. The college students described here are most likely involved in __________.A.limited problem solving situationsB.routine problem solving situationsC.extensive problem solving situationsD.intensive problem solving situationsE.unlimited problem solving situationsAns: bFeedback: Routine purchase decisions involve low-priced, frequently purchased products. Consumers typically spend very little effort or time seeking or evaluating alternatives. Purchase decisions resemble habitual responses and are typical of low-involvement decisions.17.Learning refers to behaviors that result fromA.Repetition of experienceB.ThinkingC.ObservationD.Repetition of experience, thinking and observation.Ans: D.18．A recent innovation in marketing channels whereby one firm's marketing channel is used to sell another firm's products is called __________.a)dual distributionb) a strategic channel alliancec)cooperative distributiond)an integrated channel alliancee) a multi-channel ventureAns: b19. The four steps in the sequential building process of brand equity include __________, establishing a brand's meaning in the minds of consumers, eliciting the proper consumer responses to a brand's identity and meaning and to create a consumer-brand connection.A.positive brand awarenessB.products lower in priceC.easing consumers' decision makingD.products higher in valueE.needed market modificationAns: aFeedback: The four steps in the sequential building process of brand equity include positive brand awareness, establishing a brand's meaning in the minds of consumers, eliciting the proper consumer responses to a brand's identity and meaning and to create a consumer-brand connection.20. Which of the following is a competition-based pricing method?A.CustomaryB.PrestigeC.SkimmingD.Price liningE.Penetration pricingAns: aFeedback: Customary is a competition-oriented approach.Section 3: Essay Question (Total 40 Marks)1. (Total 10 points) For several years, the Ferrari has been known as themanufacturer of expensive, luxury automobiles. The company plans to attract the major segment of the car buying market who purchases medium priced automobiles. As Ferrari considers this trading down strategy, what branding strategy would you recommend? (5 points) What are the disadvantages or dangers to consider with your strategy? (5points)Answer: Trading down for Ferrari is very risky. The company maylose the profitable, upper market who has purchased theirexpensive cars. Ferrari might develop a new car and choosea different Italian sounding brand name. The companymight promote it's heritage as "designed by the makers ofFerrari". This different name might minimize the affect ontheir loyal buyers. Obviously, this approach means thecompany must spend more money promoting the name ofthis new car.multibranding strategy, i.e. different brand for different market segment. Reasons:1.going to the low-end market, using different brand name will not impact theFerrari‟s brand name negatively.Danger:Cost: because it has to build the brand name from the very beginning.Answers1．Use correct terminology: multibranding, or multiproduct branding strategy.(2.5)2．Give reasons of why use multibranding or multiproduct branding. (2.5) 3．Dangers: 52.Total (31 points)Bogner Inc., a high end sports wear company, is planning on introducing a new product this coming fall: A solar denim jacket. This jacket is lined with solar patches that have the capability to keep your iPod, cellphone, and laptop charged as you make your way through the day. It comes in a variety of styles appealing to both genders and is predominantly geared towards young adults (teens, and individuals in their early to mid twenties).2a) Bogner Inc. is in the process of developing the marketing communications for the introduction of the solar denim jacket. The marketing director is interested in designing an Integrated Marketing Communication (IMC) program. Explain how your IMC program differs from an ordinary advertising/ promotional campaign, and what benefit it provides for the company. (5 marks)AnswersAn IMC differs from an ordinary advertising/ promotional campaign in that the message is consistent across all media and promotions. Areas are fully integrated. All elements of the marketing communications program work together synergistically. (2.5 each point)2b)What the stage of product life cycle is the Bogner solar denim jacket in? And what are the typical characteristics of 4 Ps of marketing during that stage for this product? (10 marks)AnswersIt is on the Introduction phase (2 mark)(2 each)Product: Usually a limited product line. For this product it comes in a variety of styles but none the less the product is essentially the same – a solar denim jacket.Price: skimming or penetration pricing. In this skimming b/c it is a high end retailer.Distribution: limited distributionPromotion: objective during the intro stage is to gain awareness. Primary focus of marketing campaign will be to make consumers aware of product; educate them regarding thefunctionality of the product.3c) As the product moves along the different stages of the product life cycle, changes in their strategy is necessary. List 3 different strategies Bogner Inc. can use to ensure their growth continues longer so they can reap more profit. Provide an example for each strategy. (6 marks)Answers(2 marks each – 1 mark for the term, 1 mark explaining the term. )1) market penetration (increase advertising, increase awareness…)2) product devel opment (also called …product modification/modify the product) (e.g.: add new features)3) Market development (also called “market modification‟/modify the market) (e.g.: sell to other segments)OR4) Repositioning (target a new market) (2 marks)OR:-lower price (0.5 marks)-new distribution channels (0.5 marks)3. Selling the Floating Bed (Total 9 points)A few months ago, an award wasgiven by “” for the“coolest new invention.” The winnerwas the Floating Bed from theFloating Bed Company. The productis- as the name suggests- an ovalshaped “queen sized” bed that hangsfrom the ceiling. It has a gentle swingfor the sleeper(s) in the bed.The Floating Bed moves like a true one-point pendulum. It swings gently and evenlyin all planes and directions. The overhead suspension and the inertial forces created by pendulum motion helps to gently hold the occupant(s) in place. The body and brain subconsciously know and enjoy the motion, which feels secure and nurturing. This results in extraordinarily comfort and relaxation- the key benefit of this product.The Floating Bed can support up to 2000 lbs and attaches to almost any bedroom ceiling using its patented suspension system.According to the company, if a consumer does not find that the Floating Bed provides the best night sleep, the bed can be returned with a 30 day money back guarantee.Referring to information provided above answer the following questions.1. Please describe the potential target market of this floating bed. Please use the terminologies you learned in marketing. (6 points)AnswersStudents should use the terminologies. Terminology 1 point, description 1 point. DemographicalPsychologicalGeographical3c) What pricing strategy would you recommend, skimming pricing or penetration pricing? Explain the reasons of your choice. (3 points)AnswersThere is no right answer. As long as students indicate 3 reasons, they get the points.Penetration Pricing.a. Setting a low initial price on a new product to appeal immediately to themass market is penetration pricing, the exact opposite of skimmingpricing.b. The conditions favoring penetration pricing are:Many segments of the market are price sensitive.A low initial price discourages competitors from entering the market.Unit production and marketing costs fall dramatically as production volumes increase.c. A firm using penetration pricing may:Maintain the initial price for a time to gain profit lost from its low introductory level.Lower the price further, counting on the new volume to generate the necessary profit.d. Penetration pricing may follow skimming pricing:A firm might initially price a product high to attract price-insensitive consumers as well as recoup initial R&D costs and introductory promotional expenses.Then, penetration pricing is used to appeal to a broader segment of the population and increase market share.Skimming Pricing.a. A firm introducing a new or innovative product can use skimming pricing, setting the highest initial price that customers really desiring the productare willing to pay.These customers are not very price sensitive. They weigh the new product‟s price, and quality against the same characteristics of substitutes.As consumer demand is satisfied, the firm lowers the price to attract another, more price-sensitive segment.Skimming pricing gets its name from skimming successive layers of “cream,” or customer segments, as prices are lowered in a series ofsteps.b. Skimming pricing is an effective strategy when:Enough customers are willing to buy the product at the high initialprice to make these sales profitable.The high initial price will not attract competitors.Lowering price has only a minor effect on increasing the sales volumeand reducing the unit costs.Customers interpret the high price as high quality.These four conditions are most likely to exist when patents orcopyrights protect the new product or its uniqueness is understood and valued by consumers.11 / 11。