市场营销(英语版阿姆斯特朗)复习题
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。
市场营销(英语版阿姆斯特朗)复习题
B) the cultural forces that exist in a society
C) the suppliers of the company
D) the technological resources available
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
3) Which of the following would be a component of a company's marketing microenvironment?
A) Resellers
B) Suppliers
C) Producers
D) Consumers
E) Government agencies
Answer: A
Page Ref: 68
Difficulty: Easy
Chapter LO: 1
Course LO: Identify factors that influence a company's microenvironment and macroenvironment
7) Kelstone Developers is planning to build a new shopping mall which requires the partial taking of a nearby park. Walking Green, an environmental group, challenged the plan, citing environmental destruction. In response to the demands of Walking Green, Kelstone Developers promised to build a park-like walkway around the mall. Walking Green is an example of a(n) ________ in this scenario.
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.。
高三英语市场营销练习题20题含答案解析
高三英语市场营销练习题20题含答案解析1. In marketing, a product's price is determined by many factors. One of the most important is the product's _____.A.valueB.qualityC.demandD.supply答案解析：A。
在市场营销中，产品价格由很多因素决定，其中最重要的之一是产品的价值。
选项B“quality”质量虽然对价格有影响，但不是最重要因素之一。
选项C“demand”需求和选项D“supply”供给也会影响价格，但题干中强调最重要的因素之一是价值。
2. A successful marketing campaign often relies on effective _____.A.advertisingB.sellingC.productionD.distribution答案解析：A。
一个成功的市场营销活动常常依赖有效的广告。
选项B“selling”销售只是其中一部分，不如广告全面。
选项C“production”生产和选项D“distribution”分销不是直接与营销活动成功最相关的。
3. In marketing, the term “target market” refers to _____.A.all customersB.a specific group of customersC.prospective customersD.potential customers答案解析：B。
在市场营销中，“target market”指的是特定的一群顾客。
选项A“all customers”所有顾客范围太广。
选项C“prospective customers”预期顾客和选项D“potential customers”潜在顾客都不够准确地表达“target market”的含义。
市场营销英文版练习题multiple choice exercise
1. A Cash Cow is(a) a product which generates a significant amount of profit for a company.(b) a product with a high market share, and a high rate of growth.(c) a product with a low market share and a low rate of growth.(d) a product which generates a significant amount of money for a company.2. A product life cycle(a) shows how a products sales or profits, depending on the units used, may rise and fall over its life.(b) tells you how long a product will sell for and make a profit.(c) is divided into three stages.(d) shows how profitable a product will be.3. All of the following are roles of wholesalers , except(a) breaking bulk.(b) sharing the risk of new products with the manufacturer.(c) servicing the needs of small customers.(d) selling directly to consumers.4. The demand for a product varies with all of the following except(a) the income of prospective customers.(b) its price.(c) the costs of production.(d) The amount of successful advertising expenditure.5. The price elasticity of demand for a product tells you(a) how sensitive price is to changes in demand.(b) how sensitive the demand for a product is to changes in the products price.(c) How demand changes with changes in the prices of competitors goods.(d) how sensitive demand is to changes in the costs of production.6. Market share tells you(a) how well a firm is doing. （It can have a large share of a small, old market and be doing badly.）(b) how much power a firm has in a market.(c) how many firms there are in a particular market.(d) how big a market is.7. Market segmentation is done by firms for all of the following reasons, except(a) to increase market share.(b) to assist new product development.(c) so that they can develop multi-purpose advertising campaigns.(d) to extend products into new markets.8. In the marketing mix what is meant by the term 'place'?(a) The process of getting products to the places where customers can buy them.(b) Recognising that consumers change their tastes over a period of time.(c) The building-in of reliability to a product.(d) Launching a new product that extends the product range.9. The Boston Matrix is a visual presentation, or model, which(a) shows if a product is likely to be a success or not.(b) allows firms to classify their products according to their market share and the growth rate(c) The building-in of reliability to a product.(d) Launching a new product that extends the product range.10. A 'Star' is(a) A product with a high market share and a high rate of growth.(b) A product with a low market share and a low rate of growth.(c) A product with a high market share but a low rate of growth.(d) A product with a low market share but a high rate of growth.11. Market share can be measured by(a) counting the number of customers there are in a market, and for a particular firm within it.(b) comparing the sales value for a company with the total unit sales for the whole market.(c) comparing the sales value for a company with the total sales value for the whole market.(d) comparing the number of outlets a firm has with the total number of outlets within the market.12. All of the following are extension strategies for a product, except(a) finding new uses for the product.(b) encouraging more frequent use and purchase of the product.(c) developing new markets for the product.(d) repackaging the product.13. 'We should have referred to the Boston matrix exercise we carried out.' Who or what is the Boston Matrix?(a) A mathematical exercise that puts data into a series of boxes.(b) A management tool that allows firms to classify their products according to their market share and the growth of the industry.(c) The feedback that comes from a survey.(d) Research conducted by using publications that are available on a subject.14. Giving retailer an incentive to sell your product/service is the responsibility of which marketing mix?A. Promotion.B. Product.C. Price.D. Place.15. Public Relations is managed by which marketing mix?A. Product.B. Place.C. Promotion.D. Price.16. Which is the most likely marketing mix you would use if you wanted to increase your product’s market share?A. Place.B. Promotion.C. Pricing.D. Product.17. The stages of the product life cycle are______.A. Maturity, Saturation, Introduction, DeclineB. Beginning, Introduction, Growth, Maturity, DeclineC Introduction, Growth, Maturity, Decline D. Maturity, Saturation, Growth, Decline18. Positioning refers to______.A. how products are viewed on the shelfB. how consumers perceive the productC. your product compared to your competitorsD. how competitors perceive the product19. The ____ consists of all the forces close to a company that affect its ability to serve its customers.a. macroenvironmentb. organizational environmentc. microenvironmentd. marketing environment20. The difference between the values the customer gains from owning and using a product and the cost of obtaining the product is:a. customer satisfactionb. relationship marketingc. needs marketingd. customer value21. The most basic concept underlying marketing is:a. producing goods of high qualityb. developing distribution networksc. identification of consumer needsd. development of effective promotional programs22. ____ distribution is appropriate for low-cost, frequently-purchased items like soft drinks.a. Selectiveb. Exclusivec. Intensived. Pervasive23. Which of the following is NOT a part of the company’s macroenvironment?a. Natural forcesb. Economic forces d. Technological innovations d. Marketing intermediaries24. A business has a 75 percent share of a low-growth industry. According to the Boston Consulting Group growth-share matrix, such a business is a:a. dogb. cash cowc. stard. question mark25. The most fundamental level of a product is the ____.a. core benefitb. product unitc. augmented productd. total concept of the product26. According to the BCG growth-share matrix, which types of strategic business units often need heavy investment to finance their rapid growth?a. starsb. dogsc. question marksd. cash cows28. What is marketing?A. Setting up a market stall.B. Buying as many products as you can.C. Selling as many products as possible.D. Identifying and satisfying consumer needs and wants.29. Which magazine would you use to advertise a new weatherproof coat?A. Mountain BikerB. TV TimesC. Smash HitsD. Woman30. Identify the major components of the microenvironment.A. company, suppliers, intermediaries, customer markets, competitors, and political forcesB. company, suppliers, intermediaries, customer markets, competitors, and social forcesC. company, suppliers, intermediaries, customer markets, competitors, and cultural forcesD. company, suppliers, intermediaries, customer markets, competitors, and publics31. Design is a______.A. place decisionB. pricing decisionC. product decisionD. promotion decision32. Which one of the 4Ps is responsible for Direct Mail?A. Product.B. Price.C. Place.D. Promotion.33. All the following factors are contained in the economic environment EXCEPT___.A. the level of unemploymentB. distribution of wealth and incomeC. relations with other countriesD. balance of payments situation34. Jakubowski Farms Gourmet Bread Base is the brand name for a mix designed for use in bread machines. The mixes are sold in 2 pound. This is a description of the ____.A action planB market segmentation strategyC mission statementD marketing mixE target market35. A situation in which an increase or a decrease in price will not significantly affect demand for the product.A. Marketing PlanB. DiversificationC. Inelastic DemandD. Evaluation36. A philosophy that assumes that a sale does not depend on an aggressive sales force but rather on a customer's decision to purchase a product; it is synonymous with the marketing concept.A. Market OrientationB. Market ShareC. Sales PresentationD. Mass Customization37. Data previously collected for any purpose other than the one at hand.A. Primary dataB. Secondary dataC. SWOT analysisD. Internal data38 The most fundamental level of a product is the ___.A.core productB.product unitC.augmented productD.total concept of the product40 Professor Wang writes a lot. To have a personal computer will help him greatly. He tells one of his friends that he wants to buy one and is able to pay for it. According to marketing theory, he has expressed a ___.A.need for the productB.demand for the productC.desire for the productD.want for the product41 After the clothes dryer broke down for the third time while she was using it, Sally told her husband to purchase a new G.E. dryer to replace the broken machine. Her husband bought the dryer the next day. In this instance, the roles Sally played in the buying decision process were ___.A. influencer and deciderB. initiator and influencerC. initiator, influencer, decider and userD. initiator, influencer and user42. A company produced a kind of durable briefcase. But it didn’t sell well when it was put into the market. The company manager complained, “Our products can stand such wear and tear that even if they are dropped from the fourth floor high up, they will stay in shape. God knows why the sales are so low.” The manager held the ___.A. selling conceptB. production conceptC. marketing conceptD. product concept43. In an attempt to build a unique product image, increase profits and exercise an effective control over the middleman, the manufacturers of upscale women’s apparels and of new luxurious cars tend to take which of the following strategy of distribution width?A. intensive distributionB. selective distributionC. exclusive distributionD. comprehensive distribution44. Marketing is best understood as the process of ___.A. making a saleB. creating customer needsC. satisfying customer needs and wantsD. promoting products and servicesE. generating a profit45. A person’s want becomes a demand when his want is backed by ___.A. purchasing powerB. productsC. needsD. desireE. exchange mechanisms46. The ___ concept holds that all customers will favor those products offering the most quality performances and features, therefore, the organization should devote its energy to making continuous product improvements.A. productionB. productC. serviceD. marketingE. selling47. High growth, high share businesses or products appear in the Boston consulting growth-share matrix as ___.A. dogsB. cash cowsC. question marksD. stars48. Which of the following is not a component of a company’s microenvironment?A. marketing intermediariesB. customersC. competitorsD. economic environmentE. publics49. Organizations that buy goods and services for their production process in order to make profits are called ___ markets.A. resellerB. businessC. internationalD. governmentE. consumer50. After the sale, marketing communications providing evidence and support to help consumers feel good about their brand choice is especially appropriate under which of the following situation?A. dissonance-reducing behaviorB. habitual buying behaviorC. complex buying behaviorD. variety-seeking behavior51. Product ___ is a period of rapid market acceptance and increasing profits.A. developmentB. introductionC. growthD. maturityE. decline52. If demand is elastic rather than inelastic and the firm is interested in increasing total revenue, the firm should ___.A. not change the priceB. decrease productionC. raise the priceD. lower the priceE. decrease promotional efforts.53. A market skimming pricing policy ___.A. starts with a high price which is gradually loweredB. starts with a high price and keeps it highC. starts with a low price and gradually raises itD. starts with a low price and keeps it low54. Kevin Stiles is a farmer who sells his product directly to a supermarket chain which in turn sells it to consumers. This is an example of ___ marketing channel system.A. zero-levelB. one-levelC. two-levelD. direct-levelE. sub-level55. Geographic segmentation is about______.A. dividing markets based on locationB. dividing consumer groups based on social statusC. understanding the benefit the product has to offerD. Dividing consumer groups based on lifestyles56. Which of the following is NOT a demographic variable that can be used in market segmentation?A. ageB. occupationC. attitudes toward lifeD. life cycle57. A reference group is______.A. a group where people feel they belong toB. a group of people who have expert knowledge on marketingC. a group of people who sell you products or servicesD. a group who people refer to for advice59. When consumers are highly involved in a purchase and perceive significance differences among brands, they engage in ______ buying behavior.A. dissonance-reducingB. variety-seekingC. complexD. habitual60. A pricing strategy of ___ seeks to provide the company the largest portion of a particular market.A. survivalB. current profit maximizationC. market share leadershipD. product quality leadership64. All the following are examples of personal sources of information except ___.A. familyB. friendsC. neighborsD. dealers65. The most basic concept underlying marketing is ___.A. producing goods of high qualityB. developing distribution networksC. identification of consumer needsD. development of effective promotional programs68. Merchant wholesalers ___.A. own the goods they sellB. represent manufacturers of complementary linesC. assist buyers and sellers with negotiationsD. enjoy contractual authority to sell a producers’ entire output69. Setting a high initial price for a new product and then gradually reducing that price, is called ___.A. market penetrationB. market skimmingC. product-line pricingD. functional discounting71. You’re a marketer for a sporting goods firm. One day, a colleague hands you the latest tennis racket developed by your colleagues in product development with a description of the racket’s attributes, quality, and design features. You are holding a(n) ___.A. core productB. potential productC. actual productD. augmented product72. Market segmentation refers to______.A. analysing consumer behaviorB. dividing products into distinct groupsC. dividing competitors into distinct groupsD. the process of dividing markets into distinct groups of buyers73. Intensive distribution is used commonly for______.A. low price or impulse itemsB. high priced, non-impulse itemsC. high value itemsD. high priced, impulse items74. PEST is used for______.A. consumer analysisB. competitor analysisC. product adoption analysisD. environmental analysis75. Penetration pricing is______.A. where the firm looks at competitor pricesB. where the firm charges a high price to support product positioning strategiesC. where the firm pricing strategy is based on willingness to payD. where the firm charges a low price to gain sales76. The four product classification used within the B.C.G. Matrix are______.A. Question Mark, Dogs, Stars and RabbitsB. Dogs, Question Mark, Star, Cash CowC. Introduction, Growth, Maturity, DeclineD. Cash Cow, Rabbit, Dog and Stars。
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 Era2. Selecting which segments of a population of customers to serve is called ______C.__A. 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.Richness4. An advertising objective is classified by its primary purpose, which is to inform, persuade, or ___A._____A. 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 nam e; 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。
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。
高三英语市场营销练习题20题含答案解析
高三英语市场营销练习题20题含答案解析1.Marketing is the process of identifying, anticipating and satisfying customer needs and wants. What is the main purpose of marketing?A.To increase production.B.To reduce costs.C.To create customer value.D.To increase market share.答案解析：C。
市场营销的主要目的是创造顾客价值。
A 选项增加生产不是市场营销的主要目的。
B 选项降低成本也不是市场营销的主要目的。
D 选项增加市场份额是市场营销的一个目标，但不是主要目的。
2.In marketing, the 4Ps are Product, Price, Place and Promotion. Which of the following is an example of Place?A.The design of a product.B.The cost of a product.C.The location where a product is sold.D.The advertising of a product.答案解析：C。
Place 在市场营销中是指产品销售的地点。
A 选项产品的设计是Product 的一部分。
B 选项产品的成本是Price 的考虑因素。
D 选项产品的广告是Promotion 的一部分。
3.Marketing segmentation is the process of dividing a market into distinct groups of customers. What is the main basis for marketsegmentation?A.Geographic location.B.Demographics.C.Psychographics.D.All of the above.答案解析：D。
英文版市场营销学期末试卷4
A, True or False (2’X10=20’)1.Items sold in the convenience stores are usually more expensivethan similar items sold in the supermarket.2.The marginal effect of advertising on sales is always samethroughout different stages of new product diffusion.3.S trategy guru Michael Porter’s three “generic” strategies are: costleadership, diversification, and focus.4.The sales quantity of a new product is evenly distributed indifferent time periods.5.Post-purchase satisfaction is a function of the consumer’s produ ctexpectations and the product’s perceived performance.6.Personal communication is a more efficient way to increaseconsumer’s new product awareness level than advertising7.New product development involves very high cost and risks offailure. Therefore, companies should not develop new product.8.The higher the price, the lower the demand, given othersconstant.9.Product line extension could possibly damage the reputation ofthe mother brand.10.Marketing is both an art and a science—there is constant tension betweenthe formulated side and the creative side.1,T 2,G 3,F 4,F 5,T, 6,F 7,F 8,F 9,T 10,FB. Multiple Choices (3’x10=30’)1, The characteristics of services include the following components EXCEPT:a, distinctivenessb, intangibilityc, perishabilityd, inseparability2, What is the objective of quantity discount to the consumers?a, provide more welfare to the consumers b, extract more consumer surplusc, attract more customers d, none of the above3, General Mills offers different product lines in China market from those in US. What kind of strategy General Mills uses here in the world marketplace?a, price discriminationb, cost leadershipc, focusd, differentiation4, If you go to a national electronic appliance chain store in China, you will find more air conditioners but fewer heaters in southern China where it is hot. A chain store in northeastern China where it is cold, however, sells more heaters but fewer air conditioners. The Chinese chain store realizes that the people ineach of these areas do not have the same needs and should therefore not be offered the same products. This is an example of __________.a. benefits segmentationb. geoclusteringc. demographic segmentationd. behavioral segmentation5, In the buying center, __________ are people who request that something be purchased, including users or others.a. initiatorsb. influencersc. decidersd. approvers6, Bentley produces fine automobiles with price tags in the $300,000 and above range. Because the number of people with sufficient income to purchase a Bentley is relatively small, we might say Bentley is engaged in __________ marketing.a. localb. aggregatedc. individuald. niche7, The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company is termed__________.a, the sales reporting systemb, marketing researchc, marketing intelligenced, the sales force8, What are the two solutions to unprofitable customers?a. Lower fees; reduce service.b. Lower fees; increase service.c. Raise fees; increase service.d. Raise fees; reduce service.9, In the absence of noticeable and rapid healing, Susan is not sure whether she got good service by her physician. Medical services are a good example of this type of difficulty— __________—where the consumer finds hard to evaluate even after consumption.a. search qualitiesb. experience qualitiesc. credence qualitiesd. differentiation qualities10, Intel, one of the largest producers of integrated circuit chips, puts a great deal of effort into expanding production of chips to drive down the cost and thus expand the market. This is most indicative of the __________ concept.a. productionb. productc. customerd. marketing1,a 2,b 3,d 4,b 5,a 6,d 7,b 8,d 9,c 10,aC. Short Essay Questions (10’+10’=20’)1, Perform a limited SWOT analysis for the Wal-Mart company. (10’)Strength: low price, scale of economy, high bargaining power to supplier and customer, strong reputationWeakness: low serviceOpportunity: expansion to other country and areaThreat: strong local competitors with established relationship with suppliers.2, Happy Days seafood restaurant in Sanya of Hainan Province has just been bought by a young and rich Chinese businessman. The new owner wants to make Happy Days stand out among the many competitors by being the highest quality restaurant. Explain at least five ways Happy Days quality could be improved. (10’)ReliabilityAssuranceTangiblesEmpathy, andResponsivenessOR.Identify high quality foodHire highly skilled chefs and waitressStandardize cooking and serving processCultivate good meal environment in restaurantDifferentiate product features and relevant pricing strategyD. Long Essay Questions (30’)China Premium League Football Match is a popular TV program in China.1)Please discuss the marketing efforts of China Premium LeagueFootball Match itself, in terms of traditional marketing mix: price, product, promotion and place. What is doing right and what is left to be improved in future? (15’)Price: OK. Not too expensive.Product: really bad. Corruption everywhere. If the product quality is too bad, it may drive audience away.Promotion: OK. With some new features.Place: OK covering all major cities in China.2)Please answer whether a company should or should not takeadvantage of China Premium League Football Match to market its products. Ifyou choose yes, please explain how to market the product by China Premium League Football Match. If you choose no, please explain why you would not like to market the product by China Premium League Football Match. (15’)Yes. High exposure rate so far. Sporty goods, goods purchased by male are more appropriate than products purchased usually by female.No. The League match is really too bad and destroys the reputation of products advertised with them.。
市场营销英文题2
市场营销英文题2Chapter 02The Dynamic Environment of International TradeTrue / False Questions1. (p. 27) The French government continues to exclude American beef from the French diet based on disputes about mad cow disease.FALSEDifficulty: EasyType: Knowledge2. (p. 27) Trade barriers are pesky hurdles to peace and prosperity.TRUEDifficulty: EasyType: Knowledge3. (p. 27) One of the most severe problems faced by international marketers today is the extremely high level of tariffs the world over.FALSEDifficulty: ModerateType: Knowledge4. (p. 28, Exhibit 2.1) With respect to total trade, the United States trades more with Mexico than any other country.FALSEDifficulty: ModerateType: Knowledge5. (p. 28) The creation of the World Trade Organization (WTO) is one of the biggest victories for free trade in decades.TRUEDifficulty: EasyType: Comprehension6. (p. 28) At no time in modern economic history have countries been more economically interdependent.TRUEDifficulty: EasyType: Comprehension7. (p. 29) One of the contributing causes of the Great Depression was the Smoot-Hawley Act (1930), which raised average U.S. tariffs on more than 20,000 imported goods to levels in excess of 60 percent.TRUEDifficulty: HardType: Knowledge8. (p. 31) For almost one hundred years (1888-1971) the U.S. had a trade deficit. Since then, the U.S. has had a trade surplus.FALSEDifficulty: HardType: Knowledge9. (p. 31, Exhibit 2.2) Following the great economic boom of the late 1990s the number of American largest corporations remained approximately level through 2007 whereas during the same period Japanese largest corporations decreased from 22 to 8 corporations.TRUEDifficulty: EasyType: Knowledge10. (p. 31, Exhibit 2.2) Following the great economic boom of the late 1990s British corporations were no longer among the world's largest corporations.Difficulty: EasyType: Knowledge11. (p. 33) A nation's balance-of-payments statement records all financial transactions between its residents and those of the rest of the world during a given period of time--usually one year. TRUEDifficulty: ModerateType: Knowledge12. (p. 33) A balance-of-payments statement includes the following: the current account, the past account, and the overdue account.FALSEDifficulty: HardType: Knowledge13. (p. 35) Nations utilize legal barriers, exchange barriers, and psychological barriers to restrain entry of unwanted goods.TRUEDifficulty: ModerateType: Knowledge14. (p. 35) As the value of the dollar declines to lower levels, American products are more expensive for foreign customers and American exports decrease; moreover, foreign products are less expensive for American customers and foreign imports increase.FALSEDifficulty: EasyType: Knowledge15. (p. 35-36) One of the justifications of protectionism is protection of cartels.Difficulty: ModerateType: Comprehension16. (p. 37) A tariff is a specific unit or dollar limit applied to a particular type of good.FALSEDifficulty: ModerateType: Knowledge17. (p. 38) If there is a limit on the number of imported television sets from Mexico, this is calleda quota.TRUEDifficulty: EasyType: Application18. (p. 38) If Germany agrees voluntarily to limit the number of automobiles exported to the United States, this would be an example of a quota.FALSEDifficulty: ModerateType: Application19. (p. 39) A government boycott is an absolute restriction against the purchase and importation of certain goods from other countries.TRUEDifficulty: EasyType: Knowledge20. (p. 38) A government can effectively regulate its international trade position by various forms of boycotts and embargoes.FALSEDifficulty: ModerateType: Comprehension21. (p. 40) If the United States requires that any imported medicine meant for humans pass FDA standards, the standard requirement would be considered to be a form of nontariff barrier to international trade.TRUEDifficulty: HardType: Application22. (p. 40-41) If a foreign producer intentionally sells their products in the United States for less than the cost of production with the purpose of undermining competition and taking control of the market, the foreign producer would be guilty of what is called warrior pricing.FALSEDifficulty: ModerateType: Application23. (p. 41) The overall purpose of the Omnibus Trade and Competitiveness Act of 1988 was to deal with trade deficits, protectionism, and overall fairness of our trading partners.TRUEDifficulty: HardType: Comprehension24. (p. 44) The GATT (General Agreement on Tariffs and Trade) was set up as a successor to the WTO (World Trade Organization).FALSEDifficulty: ModerateType: Knowledge25. (p. 42) GATT stands for Global and Territorial Trade.FALSEDifficulty: EasyType: Knowledge26. (p. 43) Since GATT's inception there have been four "rounds" of intergovernmental tariff negotiations.FALSEDifficulty: ModerateType: Knowledge27. (p. 44) The WTO (World Trade Organization) is an institution, not an agreement as was GATT.TRUEDifficulty: EasyType: Knowledge28. (p. 46) The International Monetary Fund (IMF) was created to serve as a watchdog over most international financial transactions between nations.FALSEDifficulty: ModerateType: Knowledge29. (p. 46) An International Monetary Fund device, special drawing rights (SDR), is in effect "paper gold."TRUEDifficulty: ModerateType: Knowledge30. (p. 47) Those that protest WTO meetings are generally thought to be antiglobalization in their orientation.TRUEDifficulty: EasyType: ComprehensionMultiple Choice Questions31. (p. 27) American beef continues to be excluded in thiscountry's diet based on disputes about mad cow disease.A. JapanB. MexicoC. CanadaD. United KingdomE. ChinaDifficulty: EasyType: Knowledge32. (p. 27) International work continues around the world to reduce these trade obstacles to peace and prosperity.A. Satellite and terrestial communication.B. Energy and food costs.C. Medical and drug prices.D. National debt and high exchange rates.E. Tariff and nontariff trade barriers.Difficulty: EasyType: Knowledge33. (p. 28, Exhibit 2.1) The United States has many successful trade relationships. Four of these relationships account for a tremendous volume of trade. All of the following countries are among the top four producers of trade for the U.S. EXCEPT:A. CanadaB. MexicoC. JapanD. FranceE. ChinaDifficulty: ModerateType: Knowledge34. (p. 29) For every dollar the United States invested in the economic development and rebuilding of other countries afterWorld War II, hundreds of dollars returned in the form of purchases of U.S. goods and services. The primary plan after World War II used to rebuild and reinvigorate war ravaged countries was the:A. Eisenhower PlanB. Marshall PlanC. Bradley PlanD. Roosevelt PlanE. Truman PlanDifficulty: HardType: Application35. (p. 30) With respect to international trade, MNC stands for:A. Municipal, National, and County districtsB. Multilateral and National CartelsC. Multinational CorporationsD. Military and National Control districtsE. Market Nongovernment ChannelsDifficulty: ModerateType: Knowledge36. (p. 31, Exhibit 2.2) With respect to the nationality of the world's 100 largest industrial corporations, the United States is home to the largest number of the top 100 firms. Which of the following countries is home to the second largest number of these firms?A. GermanyB. United KingdomC. FranceD. NetherlandsE. JapanDifficulty: ModerateType: Application37. (p. 31) After 1888, the United States had unparalleled growth and a favorable balance of trade until _________. After this date, the United States has a negative balance of trade.A. 1950B. 1963C. 1968D. 1971E. 1985Difficulty: HardType: Comprehension38. (p. 31, Exhibit 2.2) In 2007 this country ranked second behind the United States in number of world's largest corporations.A. NetherlandsB. JapanC. FranceD. GermanyE. South KoreaDifficulty: EasyType: Knowledge39. (p. 31) Faced with increased competition for U.S. businesses in the '80s and early '90s, questions were raised as to how to maintain the competitive strength of American business, how to avoid the domination of U.S. markets by foreign multinationals, and how to__________.A. restructure heavy industriesB. strengthen the dollarC. initiatite retalitory trade restrictionsD. forestall the buying of AmericaE. return to the gold standardDifficulty: ModerateType: Knowledge40. (p. 33) The system of accounts that records a nation's international financial transactions is called its:A. trade balance.B. national accounts system.C. EX-IM (exports-imports) account.D. balance of payments.E. exchange rate.Difficulty: ModerateType: Knowledge41. (p. 33) A nation's balance-of-payments statement records all financial transactions between:A. its member states and its primary trading partners.B. its residents and those of the rest of the world during a given period of time.C. its suppliers and receivers.D. profit and nonprofit organizations over a five-year period of time.E. its top 100 companies and the global top 100 companies.Difficulty: ModerateType: Comprehension42. (p. 34) A balance-of-payments statement includes three accounts. Two of those accounts are the current account and the capital account. What is the third account found on the balance-of-payments statement?A. investment accountB. receivables accountC. services accountD. credit accountE. reserves accountDifficulty: HardType: Comprehension43. (p. 34) Which of the following would be the balance-of-payments account that is a record of all merchandise exports, imports, and services plus unilateral transfers of funds?A. current accountB. capital accountC. credit accountD. receivables accountE. reserves accountDifficulty: HardType: Comprehension44. (p. 35) The marketing manager for Healthy Horse Products wants to export to Australia but learns the labeling requirements are quite difficult to comply with limiting imports. This is a type of:A. blockage.B. protectionism.C. trade refusal.D. stonewalling.E. boycotting.Difficulty: ModerateType: Comprehension45. (p. 35) Which of the following has been effective in reducing tariffs but not in preventing protectionism?A. GATTB. the United NationsC. the International Monetary FundD. the World CourtE. None of the aboveDifficulty: ModerateType: Comprehension46. (p. 35-36) All of the following would be considered to be reasons for adopting an attitude of protectionism with respect to world trade EXCEPT:A. to protect religious beliefs.B. protection of an infant industry.C. protection of a home market.D. the need to keep money at home.E. to encourage capital accumulation.Difficulty: HardType: Comprehension47. (p. 35) Randall Smithe-Jones believes that protectionism is the only way to save the United Kingdom from outside competitors. He has seen small business after small business go bankrupt because cheaper foreign goods have been more popular. The UK has just started a cell-phone manufacturing industry and Smithe-Jones' company is one of the first to try their hand at cell-phone manufacturing. Which of the following would probably be the argument that Smithe-Jones would use to persuade his government representatives that protectionism is still needed in the U.K.?A. Protection of an infant industryB. The need to keep money at homeC. Conservation of natural resourcesD. National defenseE. The industrialization of a low-wage nationDifficulty: ModerateType: Application48. (p. 36, Crossing Borders 2.1) Section 301 of the Omnibus Trade and Competitiveness Act authorizes the U.S. government to _____________ and ___________ against specific foreign trade barriers judged to be unfair.A. suppress, attackB. educate, substantiateC. investigate, retaliateD. market, dominateE. litigate, retaliateDifficulty: HardType: Comprehension49. (p. 37) A(n) ________ is simply a tax imposed by a government on goods entering at its borders.A. quotaB. trade penaltyC. tariffD. boycottE. embargoDifficulty: EasyType: Knowledge50. (p. 37) __________ generally do all of the following: increase inflationary pressures and special interests' privileges; decrease balance-of-payments positions; and, restrict competition.A. TariffsB. Voluntary export restraintsC. Orderly market agreementsD. Monetary barriersE. QuotasDifficulty: ModerateType: Application51. (p. 37) In general, __________ are arbitrary, discriminatory, and require constant administration and supervision.A. tariffsB. standardsC. quotasD. boycottsE. embargoesDifficulty: HardType: Comprehension52. (p. 38) A specific unit or dollar limit applied to a particular type of good is called a(n):A. tariff.B. quota.C. standard.D. embargo.E. boycott.Difficulty: EasyType: Knowledge53. (p. 37, Exhibit 2.6) All of the following would be considered to be nontariff barriers that could be erected to restrict trade EXCEPT:A. quotas.B. taxesC. packaging requirementsD. border taxes.E. embargoes.Difficulty: ModerateType: Comprehension54. (p. 37, Exhibit 2.6) Which of the following types of nontariff barriers would be considered to be "specific limitations on trade" by international marketers?A. FeesB. Export subsidiesC. Voluntary export restraintsD. EmbargoesE. Packaging, labeling, or marking standardsDifficulty: HardType: Comprehension55. (p. 37, Exhibit 2.6) Cybil Chan has been asked by her company to review a series of published nontariff barriers that is used by the Hong Kong Port Authority to control customs and administrative entry procedures. Which of the following nontariff barriers should Ms. Chan look for under the category called customs and administrative entry procedures?A. Orderly marketing agreementsB. Voluntary export restraintsC. Countervailing dutiesD. Export subsidiesE. Documentation requirementsDifficulty: ModerateType: Application56. (p. 38-39) Exporting countries sometimes agree to voluntary export restraints (VER) as an alternative to the threat of:A. expulsion.B. disorderly marketing agreements.C. stiffer quotas and tariffs.D. export subsidiesE. standardization disparitiesDifficulty: ModerateType: Application57. (p. 38-39) An agreement between the importing country and the exporting country for a restriction on the volume of exports is called a(n):A. tariff.B. standards option.C. voluntary export option (VER).D. fee.E. documentation requirement.Difficulty: EasyType: Knowledge58. (p. 39) When the United States refuses to sell goods to Iran because of the perception that the country harbors radicals and terrorists, the refusal is called a(n):A. boycott.B. embargo.C. tariff.D. orderly market agreement.E. blocked currency.Difficulty: ModerateType: Application59. (p. 39) ____________ is accomplished by refusing to allow importers to exchange its national currency for the seller's currency.A. Boycotted moneyB. Embargoed capitalC. Blocked currencyD. Anti-bankingE. Cartel dissolutionDifficulty: HardType: Knowledge60. (p. 39) The practice of ______________ is a particularly ingenious method of controlling imports as it encourages the importation of goods the government deems desirable and discourages importation of goods the government does not want.A. a differential exchange rateB. blocked currencyC. boycottD. embargoE. import price limitDifficulty: ModerateType: Comprehension61. (p. 40) The function of an exchange permit is to:A. regulate the supply of money.B. cut-off all exchange.C. require that importers gain permission to exchange an amount of local currency for foreign currency.D. protect monopolies.E. limit pornographic or harmful merchandise from the domestic market.Difficulty: ModerateType: Comprehension62. (p. 40) Tall Pine Plywood Company has just received notice that a shipment of plywood (2 metric tons) has been rejected by Japanese customs because the knotholes commonly found on a plywood sheet are too large. This would be anillustration of which of the following nontariff barriers to trade?A. quotaB. predatory pricingC. embargoD. boycottE. standardsDifficulty: EasyType: Application63. (p. 40-41) According to the information provided in the text, a new nontariff barrier that was designed to prevent foreign producers from using predatory pricing is called:A. quotas.B. fees.C. standards.D. antidumping laws.E. licenses.Difficulty: ModerateType: Comprehension64. (p. 40) _____________ is the practice whereby a foreign producer intentionally sells their products in the United States for less than the cost of production to undermine the competition and take control of the market.A. Basing point pricingB. Offensive pricingC. Defensive pricingD. Counterpoint pricingE. Predatory pricingDifficulty: ModerateType: Knowledge65. (p. 41) Which of the following trading partners hasbecome the number one "trade problem" for the United States at the beginning of the 21st century?A. the United KingdomB. JapanC. GermanyD. CanadaE. ChinaDifficulty: HardType: Knowledge66. (p. 41) Which of the following acts was designed to deal with trade deficits, protectionism, and the overall fairness of our trading partners?A. the World Trade Organization ActB. the Omnibus Trade an Competitiveness Act of 1988C. the League of Nations Act of 1920D. the Hawley-Smoot Tariff Act of 1930E. the International Monetary Fund ActDifficulty: ModerateType: Comprehension67. (p. 47) Protesters have often disagreed with the work of the WTO. Where did the first great protest against globalization and WTO policies and plans occur?A. UruguayB. ChileC. ParisD. SeattleE. BerlinDifficulty: ModerateType: Comprehension68. (p. 47) All of the following activities or organizations aredesigned to support the growth of international trade EXCEPT:A. the General Agreement on Tariffs and Trade (GATT).B. the World Trade Organization (WTO).C. the International Trade Administration (ITA).D. the World Bank GroupE. the International Money Fund (IMF).Difficulty: ModerateType: Comprehension。
高三英语市场营销单选题60题
高三英语市场营销单选题60题1. In the marketing campaign, the company decided to focus on the ______ of young consumers.A. needsB. wantsC. demandsD. desires答案：A。
本题考查市场营销中关于消费者心理的词汇。
“needs”侧重于基本的、必要的需求；“wants”指想要的东西，较为主观；“demands”通常指强烈的、急切的需求；“desires”则更强调愿望。
在营销活动中，关注消费者的基本需求更符合实际，所以选A。
2. The success of a marketing strategy often depends on the accurate ______ of the target market.A. identificationB. recognitionC. realizationD. understanding答案：A。
“identification”有识别、确定的意思；“recognition”主要指认出、承认；“realization”是实现；“understanding”是理解。
准确确定目标市场对于营销策略的成功至关重要，所以选A。
3. One of the key elements in marketing is to create a ______ brand image.A. strongB. powerfulC. firmD. stable答案：A。
“strong”强调有力的、强大的；“powerful”侧重有力量、影响力大；“firm”指坚定的；“stable”是稳定的。
在市场营销中，创造强大的品牌形象常用“strong”，故选A。
4. To attract more customers, the company offered a ______ discount during the holiday season.A. considerableB. thoughtfulC. carefulD. cautious答案：A。
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 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. cannibalization20. Which of the stages in the product life cycle is characterized by rapidmarket acceptance, increasing sales, and increasing profits?a. introductionb. maturityc. growthd. declinee. development21. What actually leads to greater competition in the maturity stage of thePLC?a. overcapacityb. many competitorsc. poor managementd. inadequate promotione. a lack of money22. Some companies have adopted a ________ strategy, offering just theright 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 astandard markup for profit. This is known as ________.a. variable costsb. cost-plus pricingc. value-based pricingd. break-even pricee. penetration pricing24. Consumer perceptions of the product’s val ue set the ________.a. demand curveb. floorc. ceilingd. variable coste. image25. By definition, a conventional distribution channel consists of one or moreindependent 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 intermediariesand 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 andmarketing 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 perf ormanceis 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-driven marketingstrategy. (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 tosetting 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 c ompany’soverall 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 adv antages do multichannel distribution systems offer in today’smarkets? (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 ine.3.Target costing involves designing a new product, determining its cost, and then asking, “Can we sell it for that?”4.A pany 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 perception of value to set prices.11.Reference prices are prices that buyers carry around in their 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 pany’s total marketing munications mix is also called its marketing mix.15.Unlike mass production, which eliminates the need for human interaction, one-to-onemarketing has made relationships with customers more important than ever.16.Because customers differ, munications programs need not be developed for specificsegments, 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 felt deprivation.19.This strategy calls for offering modified or new products to current markets. We term itproduct development.20.When faced with price petition cutting prices is often not the best answer.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.ineB.occupationC.lifestyleD.personality27.A consumer purchasing fine furniture (which is expensive and for which a brand’s namematters) would probably result in _____ buying behavior.A.dissonance-reducingB.variety-seekingC.plexD.habitual28.Which of the following is not one of the major types of buying situations faced by businessbuyers?A.straight rebuyB.new task buyC.online rebuyD.modified rebuy29.Which of the following is a powerful value proposition because it offers consumers a “gooddeal”?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 account petitors’ offerings to themarket?A.market positioningB.market segmentationC.market targetingD.all of the above31.Which of the following structural factors is not related to a segment’s attractiveness?A.the presence of strong petitors in the segmentB.the existence of potential substitute productsC.the lack of raw materialsD.a number of powerful suppliers32.A pany can lengthen its product line by _____ it or by _____ it.A.modifying; stretchingB.stretching; switchingC.filling; stretchingD.brushing; bing33.Consumer products include convenience products, shopping products, specialty products, 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 pany with fixed costs of $50k, variable costs of $20 and aprice of $30/unit?A.500B.1000C.5000D.250040.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 bee cash cows, then perhaps, dogs.42.Demonstrate by example the three strategies of intensive, exclusive, and selectivedistribution.AnswerProducers of convenience products and mon 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 producer wants 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 pany’s products in a given market. Examples are name-brand blue jeans and puters.IV. Business Case (10 points for each question)The objective of the not-for-profit organization, disAbled for Access & Justice, is toadvance the cause of disabled individuals in the Lancaster, Pennsylvania munity. These efforts had met with both success and failure in recent years. Through the use of thethreat of a suit under the Americans with Disability Act, Lancaster had recently beenforced 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’s leaders 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 determine an appeal ortheme 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 access improvements being offset bygains in new revenues or elimination of lost revenues. Another element of a rational appeal would be the implied threat of legal action for nonpliance 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 planning atdisAbled for Access & Justice?AnswerThe first issue with disAbled for Access & Justice is to make local businesses more aware of the problem. After awareness es knowledge of what can and must be done to provide access to those who presently do not have it. It is necessary to acplish a sense of buy-in to the concept of accessibility among the retail business munity. Remember, the product here is more an idea than a physical product.。
高三英语市场营销单选题60题(含答案)
高三英语市场营销单选题60题(含答案)1.Marketing is all about understanding the needs and wants of ________ and fulfilling them.A.consumersB.producersC.sellersD.buyers答案：A。
本题考查市场营销中的关键概念。
“consumers”意为消费者，市场营销的核心就是理解消费者的需求和欲望并满足他们。
“producers”是生产者，“sellers”是销售者，“buyers”是购买者，但在市场营销中更强调消费者这个整体概念。
2.The main goal of marketing is to increase ________.A.sales volumeB.production quantityC.employee satisfactionpany reputation答案：A。
市场营销的主要目标是增加销售量。
“sales volume”销售量；“production quantity”生产数量，不是营销的主要目标；“employee satisfaction”员工满意度与市场营销目标无关；“company reputation”公司声誉是营销的一个方面但不是主要目标。
3.Marketing mix consists of four elements: product, price, place, and ________.A.promotionB.productionC.purchaseD.prospect答案：A。
市场营销组合包括产品、价格、渠道和促销。
“promotion”促销；“production”生产；“purchase”购买；“prospect”前景。
4.A good marketing strategy should focus on ________.A.short-term gainsB.long-term growthC.immediate profitsD.low costs答案：B。
《市场营销》复习题
Chapter 1 – Defining Marketing for the Twenty-First Century1.Which of the following is not an entity that can be marketed?a.)placesb.)eventsc.)informationd.)personse.)All of the above can be marketed. (moderate) pp. 4-52.Which of the following products will have the strongest negative demand?a.)nursing home care (moderate) p. 5b.)Star Wars collectible figuresc.)McDonald’s Happy Mealsd.)ice creame.)landscaping21.______________ are wants for specific products backed by an ability topay.a.)Demands (moderate) p. 7b.)Needsc.)Valuesd.)Moralse.)Exchanges22.A brand name such as BMW carries many associations in the minds ofpeople: speed, expensive, engineering, status, the BMW logo. Theseassociations make up BMW’s ____________.a.)brand strengthb.)customer value triadc.)brand image (moderate) p. 8d.)effective demande.)value proposition23.______________ channels deliver messages to and receive messages fromtarget buyers.a.)Communication (moderate) p. 10b.)Distributionc.)Supplierd.)Deliverye.)Informal24.Which of the following statements best represents the societal marketingconcept?a.)We have developed a new, more convenient package.b.)Target Corporation chooses to eliminate cigarette sales in theirstores. (moderate) p. 17c.)This product saves much more time for the consumer.d.)Give the customers what they want.e.)Sell at the lowest price.Chapter 2—Adapting Marketing to the New Economy21.Bill’s company has an internal e-mail and informationcommunications network. What is this kind of connectivity called?a.)Internetb.)extranetc.)intranet (moderate) p. 24d.)ultranete.)m-commerce22.Which of the following is not an example of marketing in the neweconomy?a.)organize by customer segmentsb.)focus on stakeholdersc.)build brands through performanced.)underpromise, overdelivere.)focus on profitable transactions (moderate) p. 26, Table 2-123.Which of the following is an example of marketing in the neweconomy?a.)organize by product unitsb.)everyone does the marketing (moderate) p. 26, Table 2-1c.)focus on customer acquisitiond.)focus on shareholderse.)look primarily at financial scorecard is a sophisticated tool for finding content on the Web. It isin the _________ category of pure-click companies.a.)search engine (moderate) p. 29b.)portalc.)commerce sited.)transaction sitee.)content siteChapter 3 – Building Customer Satisfaction, Value, and Retention 21.The difference between total customer value and total customer cost is_______________.a.)satisfactionb.)value/price ratioa.)customer perceived value (moderate) p. 38b.)total added valuec.)market cost24.Which is not considered a stakeholder?a.) a competitor (moderate) p. 41b.)a customerc.)an employeed.)a suppliere.) a distributor25._______________ is a function of perceived performance andexpectations.a.)Total customer valueb.)Customer delivered valuec.)Value/price ratiod.)Customer satisfaction (moderate) p. 40e.)Customer service26.Which of the following is NOT an example of a primary activity asidentified in the generic value chain?a.)human resource management (moderate) p. 43, Figure 3-3b.)marketing and salesc.)operationsd.)outbound logisticse.)service27.The key to customer retention is _______________.a.)customer satisfaction (moderate) p. 45b.)inexpensive productsc.)expensive productsd.)customer concerne.)customer demographics28.Which is a highly satisfied customer not likely to do?a.)be more aware of the competition (moderate) pp. 45b.)be loyal longerc.)talk favorably about the product to other consumersd.)be less price sensitivee.)offer ideas for product improvements29._______________reward customers who buy frequently and/or insubstantial amounts.a.)Frequency programs (moderate) p. 49b.)Club membership programsc.)Point-of-purchase programsd.)Sampling programse.)Trade shows30.Many customers have the perception that a Seiko watch will outperform aCasio watch because a Seiko watch has higher _______________.a.)performance latitudeb.)quality maximizationc.)performance quality (moderate) p. 53d.)substitutabilitye.)transferable qualityChapter 4—Winning Markets Through Strategic Planning, Implementation.21.Which is not an important organizational level in large corporations?a.)corporateb.)divisiona.)subdivision (moderate) p. 58b.)business unitc.)product22.The _________ marketing plan lays out the target markets and the valueproposition that will be offered, based on analysis of the best marketopportunities.a.)strategic (moderate) p. 58b.)divisionc.)tacticald.)guerillae.)corporate23.If a _______ SBU is dragging down the company’s profits, selling t he SBU may be the prescribed strategy.a.)starb.)starchildc.)dog (moderate) p. 62d.)cash sowe.)cash cow24.The ____________ strategy is appropriate when there is a need forshort-term cash flow, regardless of long-term effect.a.)buildingb.)holdingc.)passing alongd.)harvesting (moderate) p. 62e.)divesting25.A company’s competitors are considered a part of itsa.)macroenvironmental forcesb.)strength and weaknesses analysisc.)microenvironment actors (moderate) p. 65d.)4Cs planninge.)internal environment26.A ____________ is an area of buyer need in which the company canperform profitably.a.)marketing threatb.)marketing analysisc.)marketing goald.)marketing opportunity (moderate) p. 66e.)marketing benefit27.Wal-Mart focuses like a laser on the constant lowering of prices astheir main attraction to consumers. This is an example of which ofPorter’s generic strategies?a.)overall cost leadership (moderate) p. 67b.)differentiationc.)leadership in serviced.)focuse.)leadership in quality28.Which sequence allows for marketing to happen throughout the valuecreation and delivery process?a.)make the product - sell the productb.)sell the product - make the productc.)choose the value - provide the value - communicate the value(moderate) p. 69d.)communicate the value - provide the value - value the outcomee.)make and sell the product - make a profit29.The __________ consists of analyzing opportunities, researching andselecting target markets, designing strategies, planning programs, andorganizing and implementing these efforts.a.)marketing planb.)marketing effortc.)marketing process (moderate) p. 70d.)marketing analysise.)marketing deliveryChapter 5 – Understanding Markets, Market Demand,and the Marketing Environment21.The systematic collection, analysis, and reporting of data relevant tospecific problems is the task of _______________.a.)the sales reporting systemb.)marketing research (moderate) p. 89c.)marketing intelligenced.)the sales forcee.)top management22.All of the following are steps in the marketing research process EXCEPT_________________.a.)define the problem and research objectivesb.)develop the research planc.)collect the informationd.)compare data to government sources (moderate) p. 89e.)present the findings23.The step in the marketing research process that includes determining whowill be sampled is _________________.a.)define the problem and research objectivesb.)develop the research plan (moderate) p. 92c.)collect the informationd.)make decision based on the project outcomese.)present the findings24.The second step in the marketing research process is the_______________.a.)development of the research plan (moderate) p. 89b.)definition of the problem and research objectivesc.)survey of stakeholders to determine if problems existd.)decision regarding the research tools and target groupe.)collection of the available sources for needed information25._______________ data is data that was gathered for another purpose andalready exists.a.)Primaryb.)Descriptivec.)Causald.)Secondary (moderate) p. 90e.)Observational26.Which of the following is not typical of a focus group?a.)14-18 participants spend a few hours together. (moderate) pp.90-91b.)A skilled moderator guides the discussion.c.)The discussion centers on a product, service, or marketing entity.d.)They can gauge consumer reaction to product features or design.e.)They can give quick consumer feedback to new ideas.27.A(n) _______________ is a gathering of 6 to 10 people who spend a fewhours with a skilled moderator to discuss a product, service, or othermarketing entity.a.)focus group (moderate) pp. 90-91b.)intermediary teamc.)agent groupd.)consolidated groupe.)grouped dataset28._______________ are best suited for descriptive research such as learningabout people’s knowledge, beliefs, preferences, and satisfaction, andmeasuring these magnitudes in the general population.a.)Observational research methodsb.)Focus groupsc.)Surveys (moderate) p. 91d.)In-depth interviewse.)Qualitative research methods29._______________ prespecify all of the possible answers, so they are easyto interpret and tabulate.a.)Open-end questionsb.)Closed-end questions (moderate) p. 91c.)Galvanometersd.)Audiometerse.)Samplings30.The contact method that minimizes interviewer bias is _______________.a.)mail (moderate) p. 93b.)telephonec.)intercept interviewd.)focus groupe.)personal interview31.The best contact method to use to determine how many people saw the adfor the new Volkswagen Beetle that ran last night during the 6:00 p.m.news would be _______________.a.)mailb.)Internetc.)telephone (moderate) p. 93d.)focus groupe.)personal interview32.If reducing the cost of data gathering is the most important criterion for amarketing research project, the preferred contact method to avoid is_______________.a.)intercept interviewb.)telephonec.)focus groupd.)personal interview (moderate) p. 93e.)mail33.Which is typically the most expensive step of marketing research process?a.)problem definitionb.)developing the research planc.)information collection (moderate) p. 92d.)information analysise.)questionnaire design34.The last step in the marketing research process is to _______________.a.)create a database using the research resultsb.)determine the best solution to the problemc.)present the findings (moderate) p. 89d.)analyze the informatione.)remove all jargon and technical language from the report35._______________ is the maximum amount of sales that might be availableto all of the firms in an industry during a given period under a given level of industry marketing effort and given environmental conditions.a.)Total market potential (moderate) p. 97b.)Company sales quotac.)Company demand potentiald.)Selective demand potentiale.)Integrated demand potential 36.Nations vary greatly in level and distribution of income and industrialstructure. Which of the following is not a type of industrial structurereferred to in the book?a.)subsistence economiesb.)raw-material importing economies (moderate) p. 102c.)raw-material-exporting economiesd.)industrializing economiese.)industrial economies37.The U.S. Federal Food and Drug Administration must approve all drugsbefore they can be sold. This reflects the importance to marketers of which macroeconomic environment(s)?a.)demographic and socio-culturalb.)competitivec.)naturald.)technological and political-legal (moderate) pp. 104-105e.)competitive and internalChapter 6 – Analyzing Consumer Markets and Buyer Behavior21.Which factors have the broadest and deepest influence on consumerbehavior?a.)personalb.)organizationalc.)sociald.)cultural (moderate) p. 112e.)psychological22.Within the United States, Germans, Mormons, and Native Americans areall examples of:a.)social classesb.)subcultures (moderate) p. 113c.)psychographically defined groupsd.)geographically defined groupse.)cultures23.Lee is constantly begging his mother to buy him a Razor brand scooterbecause the most popular kids at his school all have one. His mother contends that he’ll just break something if she buys him the scooter. For Lee, the most popular kids in his school are an example of a_______________.a.)subcultureb.)reference group (moderate) p. 113c.)social classd.)demographic groupe.)culture24.A(n) ________ is likely to offer informal advice and information about aproduct or product category.a.)primary reference groupb.)aspirational reference groupc.)opinion leader (moderate) p. 114d.)brand mongere.)diversity marketing program25.Which type of manufacturer would find reference groups to be the mostuseful for understanding product and brand choices?a.)automobiles (moderate) pp. 113-114b.)wheel barrowsc.)insuranced.)beere.)clothing26.Which of the following is the most influential primary reference group?a.)family (moderate) pp. 114-115b.)social classc.)friendsd.)coworkerse.)celebrities27.A _______________ consists of the activities that a person is expected toperform.a.)role (moderate) p. 115b.)valuec.)cultured.)positione.)moral28._______________ is a per son’s pattern of living in the world as expressedin activities, interests, and opinions.a.)Self-conceptb.)Personalityc.)Social classd.)Lifestyle (moderate) p. 116e.)Demographics29._______________ refers to the distinguishing psychological characteristicsthat lead to relatively consistent and enduring responses to theenvironment.a.)Personality (moderate) p. 117b.)Self-conceptc.)Self-imaged.)Attitudee.)Perception30.Which of the following needs, as identified by Abraham Maslow, couldalso be described as biogenic motives?a.)social and esteems needsb.)psychological and physiological needsc.)self-actualization and esteem needsd.)physiological and safety needs (moderate) p. 118e.)social, esteem, and self-actualization needs31.A _______________ is a need that is sufficiently pressing to drive theperson to act.a.)personalityb.)valuec.)morald.)motive (moderate) p. 117e.)belief32._______________ involves changes in an individual’s behavior that arisefrom experience.a.)Learning (moderate) p. 119b.)Personalityc.)Attituded.)Perceptione.)Culture33.A(n) _______________ is a per son’s enduring favorable or unfavorableevaluations, emotional feelings, and action tendencies toward some object or idea.a.)attitude (moderate) p. 119b.)perceptionc.)motived.)culturee.)belief34.When shopping for picnic foods for her family to eat while they go on theirSunday drive, Aurora may buy Armour hot dogs, Pringles potato chips, Fig Newton sandwich cookies, and sometimes Hostess Ding Dongs. Aurora is probably engaged in _______________ behavior.a.)habitual buyingb.)dissonance-reducing buyerc.)complex buyingd.)variety-seeking buying (moderate) p. 121e.)need-satisfying buying35.Trying to understand a consumer’s behavior in connection with a producthas been called mapping aa.)consumption system.b.)customer activity cycle.c.)customer scenario.d.)all of the above (moderate) p. 121e.)none of the above 36.Normally, the consumer receives the most information exposure about aproduct from _______________ sources.a.)personalb.)commercial (moderate) p. 122c.)organizationald.)publice.)experientialChapter 7 – Analyzing Business Markets and Buyer Behavior21.The _______________ consists of all of the organizations that acquiregoods and services used in the production of other products or services that are sold, rented, or supplied to other customers.a.)business market (moderate) p. 132b.)institutional marketc.)consumer marketd.)government markete.)specialized market22.A new supplier is least likely to make a preliminary sale to a prospectinvolved in which of the following buying situations?a.)new taskb.)modified rebuyc.)functional rebuyd.)straight rebuy (moderate) p. 136e.)direct purchase23.Angelo Weinstein is a produce buyer for Alliant, a large food supplier.He is buying lettuce, cucumbers, and tomatoes for producing pre-madesalads. He orders the same number and quality of these vegetables asbefore but notices that his suppl ier’s prices have increased slightly.Angelo is conducting a _______________.a.)straight rebuy (moderate) p. 136b.)direct purchasec.)modified rebuyd.)new task buye.)reciprocal buy24.The _______________ is a situation in which the buyer wants to modifyproduct specifications, prices, delivery requirements, or other terms.a.)straight rebuyb.)direct purchasec.)modified rebuy (easy) p. 136d.)new task buye.)reciprocal buy25.The _______________ is a buying situation in which a purchaser buys aproduct or service for the first time.a.)straight rebuyb.)direct purchasec.)modified rebuyd.)new task buy (moderate) p. 136e.)functional rebuy26.Advertising usually has its greatest impact at the _____________ stage ofnew-task buying.a.)awareness (moderate) p. 136b.)interestc.)triald.)evaluatione.)adoption27.Salespeople usually have their greatest impact at the _______________stage of new-task buying.a.)awarenessb.)interest (moderate) p. 136c.)triald.)evaluatione.)adoption28.The _______________ is composed of “all those individuals and groupswho participate in the purchasing decision-making process, who share some common goals and the risks arising from the decisions.”a.)buying center (moderate) p. 137b.)initiating teamc.)purchasing divisiond.)engineering divisione.)influencing center29.In the buying center, _______________ are people who request thatsomething be purchased, including users or others.a.)initiators (moderate) p. 137b.)influencersc.)decidersd.)approverse.)gatekeepers30.Office manager Billie has signatory authority for organizational purchasesunder $2,500. She delegates the task of finding five new acceptable fax machines to a trusted subordinate, Jules. If Billie does not involve herself further in the buying process, other than to sign off on what Jules presents to her, her role is limited to that of _______________.a.)gatekeeperb.)deciderc.)influencerd.)approver (moderate) p. 137e.)user31.Interest rates, demand for products, technological change, socialresponsibility concerns, and consumer buying patterns are all examples of _______________ influences on business buyers.a.)environmental (moderate) p. 138b.)interpersonalc.)organizationald.)entrepreneuriale.)individual32._______________ is an approach to cost reduction in which componentsare carefully studied to determine if they can be redesigned or standardized or made by cheaper methods of production.a.)Product value analysis (moderate) p. 142b.)Customer cost analysisc.)Total quality managementd.)Product reengineeringe.)Marketing researchChapter 8 – Dealing with the Competition21.A(n) _______________ is a group of firms that offer a product or class ofproducts that are close substitutes for each other.a.)industry (moderate) p. 151b.)marketc.)segmentd.)product classe.)buying class22.In _______________, many competitors offer the same product andservice, so, without differentiation, all prices will be the same.a.)pure monopolyb.)monopolistic competitionc.)pure competition (moderate) p. 152d.)differentiated oligopolye.)pure oligopoly23.In a recent promotional campaign, Kodak advertised that it sold magicbecause its cameras were a way to capture time. With this advertising theme, Kodak had a(n) _______________ concept of competition.a.)productb.)market (moderate) p. 152c.)industryd.)oligopolye.)sales24.A(n) _______________ is a group of firms using the same marketing mixto target the same markets.a.)industryb.)marketc.)pure monopolyd.)strategic group (moderate) p. 154e.)joint venture25.Once a company has identified its competitors and their strategies, the nextstep in analyzing the competition is to _______________.a.)determine competitors’ objectives (moderate) p. 154b.)analyze competitors’ strengths and weaknessesc.)anticipa te competitors’ responses when their market share is attackedd.)choose which competitors to attacke.)determine whether the competition uses an offensive or a defensivestrategyChapter 9—Identifying Market Segments and Selecting TargetMarkets21.Traditionally, mass marketing of a consumer product results in_______________.a.)the largest potential market for that product (moderate) p. 171b.)increased product prices due to the lack of differentiation and decreasedcompetitionc.)easier channel selectionsd.)fewer competitors because there are fewer marketse.)lower profit margins22.The ultimate level of marketing segmentation is _______________marketing.a.)localb.)nichec.)individual (moderate) p. 173d.)homogeneouse.)mass23.Which of the following is not necessary to make a market segment useful?a.)It is measurable.b.)It is satisfied. (moderate) p. 175c.)It is substantial.d.)It is actionable.e.)It is accessible.24.If a food company segments a market on the basis of demographic and/orpsychographic information, its basis for segmentation is_______________.a.)customer responsesb.)preference segmentsc.)customer characteristics (moderate) p. 176d.)customer behaviore.)market partitions25.Which of the following is an example of a demographic segmentationvariable?a.)generation or social class (moderate) p. 176b.)personalityc.)attitude toward the productd.)lifestylee.)user status26.27.Which of the following is an example of a behavioral segmentationvariable?a.)generationb.)user status (moderate) p. 178c.)personalityd.)religione.)social class28.Research by Voicestream Wireless revealed that it serves two differentkinds of consumers: chatterboxes who seemed to live on the phone and those that make lots of short calls. Based on this research, it should use a(n) _______________ segmentation strategy.a.)age-basedb.)usage rate (moderate) p. 178c.)user statusd.)loyalty statuse.)occupation-based29.For years, Sears used the slogan, “Sears Has Everything.” Which of thefollowing strategies does this slogan most likely support?a.)differentiated marketingb.)single-segment concentrationc.)undifferentiated marketing (moderate) p. 183d.)market specializatione.)product specialization 30.In terms of its affect on the marketing process, undifferentiated marketing_______________.a.)increases administrative and production costsb.)keeps down advertising and R&D costs (moderate) p. 183c.)increase s the firm’s cost for product modificationd.)creates more total sales than differentiated marketinge.)puts the company at risk of being supplanted by an entirely newtechnology31.Firms that offer tailored programs for several different market segmentsengage in _______________ marketing.a.)differentiated (moderate) p. 184b.)single-segment concentrationc.)undifferentiatedd.)market specializatione.)product specializationChapter 10—Developing, Positioning, and Differentiating21.In terms of new-product development, Spam M eat Product’s annual GreatIdeas for Spam! contest brings together Spam cooking ideas from all over the world. Each contestant hopes his or her idea for a new recipe will win the grand prize. For the makers of Spam, the contest serves as an avenue for _______________.a.)idea screeningb.)idea generation (moderate) p. 191c.)concept developmentd.)prototype developmente.)business analysis22.The marketing strategy plan consists of three parts. The first part consistsof describing the _______________.a.)product’s features, advantages, and benefitsb.)target market size, structure, and the behavior of its target market(moderate) p. 193c.)planned price, distribution strategy, and marketing budgetd.)long-run sales, profit goals, and marketing mix strategye.)target market composition, its long-run sales goals, and the product’splanned pricing strategy23.Suppose a marketing research firm that manages a panel of retail storesagrees (for a fee) to study a company’s new candy bar-based granolaproduct. The research firm provides sales results and evaluates the impact of promotion. This is an example of _______________.a.)simulated test marketingb.)controlled test marketing (moderate) p. 195c.)test marketsd.)conjoint market analysise.)sales-wave research24.Which of the following is the most expensive part of the new productdevelopment process?a.)concept testingb.)business analysisc.)product developmentd.)commercialization (moderate) p. 196e.)idea generation25.During commercialization, a company must develop an action plan for therollout. The action plan answers the commercialization question of_______________.a.)what?b.)where?c.)how? (moderate) p. 196d.)to whom?e.)who?26.Personal influence is most important in the _______________ stage of theadoption process.a.)awarenessb.)interestc.)evaluation (moderate) p. 197d.)triale.)adoption27.Pre-made Rice Krispy treats were a huge success because they wereperceived as much easier than making the recipe yourself - which required consumers to melt marshmallows, use large mixing bowls, and stir for just the right amount of time. Pre-packaged Rice Krispy treats had a high level of _______________ when compared to the former way of obtaining this tasty dessert.a.)relative advantage (moderate) p. 198b.)divisibilityc.)communicabilityd.)complexitye.)comparability28.29.Birth control pills didn’t diffuse as quickly in predominately RomanCatholic countries as they did in the United States. This is an example of problems with the new product’s _______________.a.)relative advantageb.)compatibility (moderate) p. 198c.)communicabilityd.)complexitye.)divisibility30.When a new product innovation is relatively difficult to understand or use,the characteristic of _______________ slows the adoption rate of the new product.a.)relative advantageb.)divisibilityc.)communicabilityd.)complexity (moderate) p. 198e.)compatibility31.Which of the following is not an underlying assumption of the product lifecycle?a.)products have a limited lifeb.)products pass through distinct stages with different challenges to themarketer。
高三英语市场营销练习题20题(答案解析)
高三英语市场营销练习题20题(答案解析)1. In marketing, a product's price is determined by many factors. Which one is NOT a major factor?A. Cost of productionB. Competitor's pricesC. Consumer preferencesD. Employee salaries答案解析：D。
在市场营销中，产品价格主要由生产成本、竞争对手价格和消费者偏好等因素决定。
员工工资不是决定产品价格的主要因素。
2. What is the main goal of market segmentation?A. To increase production costsB. To target specific customer groupsC. To reduce advertising expensesD. To make products more expensive答案解析：B。
市场细分的主要目标是针对特定的客户群体，以便更好地满足他们的需求。
A 增加生产成本不是市场细分的目标；C 减少广告费用也不是主要目标；D 使产品更贵也不对。
3. Which of the following is an example of a marketing mix element?A. Factory locationB. Employee trainingC. Product designD. Board of directors答案解析：C。
营销组合元素包括产品、价格、促销和渠道。
产品设计属于产品这个营销组合元素。
A 工厂位置、B 员工培训、D 董事会都不是营销组合元素。
4. In marketing, brand awareness refers to:A. The number of employees in a companyB. The popularity of a brand among consumersC. The cost of advertising a brandD. The quality of a brand's products答案解析：B。
英文版市场营销学期末试卷4
A, True or False （2’X10=20’）1.Items sold in the convenience stores are usually more expensive thansimilar items sold in the supermarket.2.The marginal effect of advertising on sales is always same throughoutdifferent stages of new product diffusion。
3.Strate gy guru Michael Porter’s three “generic" strategies are: cost leadership,diversification, and focus。
4.The sales quantity of a new product is evenly distributed in different timeperiods.5.Post-purchase satisfaction is a function of the consumer’s product ex pectations andthe product’s perceived performance。
6.Personal communication is a more efficient way to increase consumer’snew product awareness level than advertising7.New product development involves very high cost and risks of failure.Therefore，companies should not develop new product。
8.The higher the price，the lower the demand, given others constant。
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B) cost leadership
C) diversification
D) target marketing
E) vertical integration
Answe: D
Page Ref: 9
Difficulty: Challenging
Chapter LO: 3
Course LO: Discuss the fundamental concepts of marketing
8) The art and science of choosing target markets and building profitable relationships with them is called ________.
Marketing: An Introduction, 11e (Armstrong)
Chapter 1 Marketing: Creating and Capturing Customer Value
1) ________ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others.
Course LO: Discuss the fundamental concepts of marketing
2) The first step in the marketing process is ________.
A) capturing value from customer
A) value reengineering
B) brand synchronizing
C) mass customizing
D) target marketing
E) selective administering
Answer: D
Page Ref: 9
Difficulty: Moderate
A) dominant affect
B) fringe benefit
C) cardinality
D) value proposition
E) fundamental benefit
Answer: D
Page Ref: 9
Difficulty: Easy
Chapter LO: 3
Difficulty: Easy
Chapter LO: 2
Course LO: Discuss the fundamental concepts of marketing
6) Abel now has the buying power to purchase the computer that he wanted for the last six months. Abel's want has now become a(n) ________.
A) Value reengineering
B) Human resource management
C) Financing
D) Marketing
E) Root cause analysis
Answer: D
Page Ref: 5
Difficulty: Easy
Chapter LO: 1
7) ________ refers to the mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products.
Course LO: Discuss the fundamental concepts of marketing
12) Which of the following marketing management concepts is most likely to lead to marketing myopia?
Answer: E
Page Ref: 10
Difficulty: Moderate
Chapter LO: 3
Course LO: Discuss the fundamental concepts of marketing
13) The production concept holds that ________.
C) consumers will favor products that are available and highly affordable
D) achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do
A) marketing management
B) market capitalization
C) marketing liquidity
D) market buzz
E) marketing liberalization
Answer: A
Page Ref: 9
Difficulty: Easy
B) Wants
C) Demands
D) Values
E) Exchanges
Answer: B
Page Ref: 6
Difficulty: Easy
Chapter LO: 2
Course LO: Discuss the fundamental concepts of marketing
E) designing a customer-driven marketing strategy
Answer: D
Page Ref: 6
Difficulty: Moderate
Chapter LO: 1
Course LO: Discuss the fundamental concepts of marketing
A) Buyer's remorse
B) Out-of-home advertising
C) Caveat emptor
D) Marketing myopia
E) Winner's curse
Answer: D
Page Ref: 7
Difficulty: Moderate
Chapter LO: 2
A) the customer-driven marketing concept
B) the customer-driving marketing concept
C) the societal marketing concept
D) the selling concept
E) the production concept
A) need
B) necessity
C) demand
D) exigency
E) desire
Answer: C
Page Ref: 6
Difficulty: Challenging
Chapter LO: 2
AACSB: Analytic skills
Course LO: Discuss the fundamental concepts of marketing
AACSB: Analytic skills
Course LO: Discuss the fundamental concepts of marketing
11) A brand's ________ is the set of benefits or values it promises to deliver to consumers to satisfy their needs.
Chapter LO: 3
Course LO: Discuss the fundamental concepts of marketing
9) Selecting particular segments of a population of customers to serve is called ________.
Course LO: Discuss the fundamental concepts of marketing
4) ________ are human needs as shaped by individual personality and culture.
A) Offerings
B) constructing an integrated marketing program that delivers superior value
C) building profitable relationships and creating customer delight
D) understanding the marketplace and customer needs and wants
A) consumers will not buy enough of the firm's products unless the firm undertakes a large-scale selling and promotion effort