英文版国际营销学期末试卷4

英文版国际营销学期末试卷4

A, True or False (2’X10=20’)

1.Items sold in the convenience stores are usually more expensive than

similar items sold in the supermarket.

2.The marginal effect of advertising on sales is always same throughout

different stages of new product diffusion.

3.Strategy 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 time

periods.

5.Post-purchase satisfaction is a function of the co nsumer’s product expectations and

the product’s perceived performance.

6.Personal communication is a more efficient way to increase consumer’s

new product awareness level than advertising

7.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.

9.Product line extension could possibly damage the reputation of the mother

brand.

10.Marketing is both an art and a science—there is constant tension between the

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,F

B. Multiple Choices (3’x10=30’)

1, The characteristics of services include the following components EXCEPT:

a, distinctiveness

b, intangibility

c, perishability

d, inseparability

2, What is the objective of quantity discount to the consumers?

a, provide more welfare to the consumers b, extract more consumer surplus

c, attract more customers d, none of the above

3, 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 discrimination

b, cost leadership

c, focus

d, differentiation

4, 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 in each 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 segmentation

b. geoclustering

c. demographic segmentation

d. behavioral segmentation

5, In the buying center, __________ are people who request that something be purchased, including users or others.

a. initiators

b. influencers

c. deciders

d. approvers

6, 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. local

b. aggregated

c. individual

d. niche

7, 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 system

b, marketing research

c, marketing intelligence

d, the sales force