英文版市场营销学期末试卷6

Section 1: Multiple Choices (75%)

This section has 30 questions, each worth 2.5%. For each question, you must choose ONLY one choice which you think best fits in. Please transfer the code of your choice into the attached Answer Sheet.

1. Marketing seeks to create and manage profitable customer relationships by

delivering ________ to customers.

a. competitive prices

b. superior value

c. superior service

d. superior promotion

e. product assortment

2. Customer satisfaction depends on the product’s perceived value relative to

the buyer’s ________.

a. cost of obtaining the product

b. expectations

c. cost of competing products

d. cost of the lost experience

e. all of the above

3. To reduce demand for space on congested expressways in Washington,

D.C., the Metropolitan Washington Council of Governments has attempted

to engage in ________.

a. target marketing

b. deregulation

c. demarketing

d. gray marketing

e. integration

4. Your firm is attempting to divide up the total market to determine the best

segments it can serve. Which is the correct order of doing so?

a. market segmentation, target marketing, market positioning

b. target marketing, market positioning, market segmentation

c. market positioning, market segmentation, target marketing

d. market segmentation, market positioning, target marketing

e. mass marketing, demographic segmentation, psychographic

segmentation

5. A company with limited resources might enter a new market by serving ________ segment(s).

a. the largest

b. the most profitable

c. dual

d. one or a few

e. three or more

6. Today the four Ps are compared to the four Cs. Product and place are called

________ and ________, respectively.

a. convenience; customer solution

b. customer cost; convenience

c. communication; customer solution

d. customer solution; convenience

e. communication; convenience

7. This systematic collection and analysis of publicly available information about

competitors and developments in the marketing environment is very useful.

What is it called?

a. marketing data

b. marketing intelligence

c. Web master

d. sales and sales management

e. secondary data

8. Survey research is best suited for gathering ________ information.

a. personal

b. preference

c. attitude

d. descriptive

e. exploratory

9. Which form of data can usually be obtained more quickly and at a lower cost?

a. primary

b. census

c. secondary

d. syndicated

e. tertiary