英文版市场营销学期末试卷12

Section 1: True or False

1. ( 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 lines

SECTION 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 be

charged? （A）

A.Introduction

B.Growth

C.Maturity

D.Decline

E.R&D Era

2. Selecting which segments of a population of customers to serve is called ______C.__

A. Customization

B. Positioning

C. Targeting

D. 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)

plexity

B.Breadth

C.Depth

D.Richness

4. An advertising objective is classified by its primary purpose, which is to inform, persuade, or ___A._____

A. Remind

B. Encourage

C. Explain

D. Advise

5. Questions such as:”What ads do you remember seeing yesterday?” are an example of what type of post-test? (B)

A.Aided recall

B.Unaided recall

C.Inquiry test

D.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 needs

C.Difference in needs of buyers among segments

D.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 display

B.Assorting, storing and sorting

C.Transactional, logistical and facilitation

D.Buying sorting and financing

E.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 retailer

B. Self-service retailer

C. Limited-service retailer

D. Off-price retailer

9. 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 marketing

C. Increased of cost in marketing for each different brands and segments.