英文版市场营销学期末考试11

英文版市场营销学期末考试11

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SECTION 1: True and False

For each of the following, place a “T” if the statement is “true”, “F” if th e 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”.

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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. Morals

B.Ethics

C. Values

D.Customs

Ans: d

2.Questions 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.

Ans: b

3. 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 set

B.evolved set

C.consideration set

D.alternative selection group

E.aspiration group

Ans: c

4.All activities involved in selling renting, and providing goods and services to ultimate consumers for personal, family or household use are known as:

A.Marketing

B.Retailing

C.Personal Selling

D.Sales promotion

Ans: B

5.A consumer's __________ refers to the personal, social and economic significance of the purchase to the consumer.

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