营销学原理测试9章(英文版)
营销学原理测试3-5章(英文版)
1、A company’s _____ consists of its suppliers, marketing intermediaries, customers, competitors and publics.A、macroenvironmentB、microenvironmentC、business environmentD、marketing environment2、_____ include resellers, marketing service agencies and financial firms that help a company to promote and sell its offerings to its final customers.A、Advertising agenciesB、SuppliersC、Intelligence firmsD、Marketing intermediaries3、A company’s _____ public includes its workers, managers, volunteers and board of directors.A、employeeB、citizen-actionC、internalD、human resource4、There are three trends in the natural environment that marketers are monitoring. These are _____, _____ and _____.A、shortages of raw materials; increased legislation; increased consumerismB、the green movement; shortages of raw materials; increased pollutionC、increased pollution; increased government intervention; shortages of raw materialsD、increased consumerism; increased population; increased ethical expectations5、The most dramatic force shaping business today is the _____ environment.A、naturalB、technologicalC、economicD、political6、Which of the following is not one of the reasons business legislation is enacted?A、To protect companies from each otherB、To protect companies from consumersC、To protect consumers from unfair business practicesD、To protect the interests of society7、A woman who drives a hybrid car, consistently recycles, and buys “earth-friendly”products, is acting out her view of _____.A、societyB、organizationsD、nature8、A company has several options with regard to its marketing environment. A strong company takes a(n) _____ approach.A、proactiveB、reactiveC、ingenuousD、peaceful9、A company’s macroenvironment consists of all of the following except _____.A、demographic forcesB、economic forcesC、competitive forcesD、none of the above10、Jonathan works for a firm that assists companies in promoting, distributing, and selling their products to end consumers. The firm Jonathan works for is a ________.A、licensorB、supplierC、marketing intermediaryD、local public11、The demographic environment is of major interest to marketers because it involves people, and people make up markets.A、TRUEB、FALSE12、Price & Malone Corp., a company based in Houston, caters to a market of individuals and households that buy goods and services for personal consumption. Price & Malone caters to a ________ market.A、businessB、resellerC、governmentD、consumer13、Government markets consist of government agencies that buy goods and services ________.A、to produce public servicesB、to resell at a profitC、for further processingD、for personal consumption14、The marketing team of 7 Star Inc., a company manufacturing smartphones, is currently studying the size, density, location, age, and occupation of its target market. Which of thefollowing environments is being studied in this scenario?A、demographic environmentB、political environmentC、economic environmentD、technological environment15、The economic environment consists of economic factors that affect ________.A、cultural patterns of communitiesB、entrepreneurial orientation of a populationC、the quality of technological innovationD、consumer purchasing power16、A value marketer is most likely to ________.A、offer consumers superior quality of goods and services at a very high priceB、offer consumers only those products that are associated with status and prestigeC、offer consumers low quality goods and services at very low pricesD、offer consumers a balanced combination of product quality at a fair price17、Consumers in the "lifestyles of health and sustainability" market are more likely to seek ________.A、alternative medicineB、perfumes made from animal productsC、clothing made of furD、leather goods18、Katrina Mendoza is a senior manager in a manufacturing firm that hires lobbyists to influence legislation that affects the manufacturing industry. Katrina's firm takes a(n) ________ stance toward the marketing environment.A、reactiveB、proactiveC、adversarialD、passive19、One of the important demographic trends in China is the changing age structure of the population.A、TrueB、False20、Individuals and households that buy or acquire goods and services for personal consumption make up the ________.A、consumer marketB、market offeringC、market mixD、social class21、Marketing stimuli include which of the following?A、economic stimuliB、price stimuliC、technological stimuliD、social stimuli22、Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations.A、cultural universalsB、reference groupsC、subculturesD、monocultures23、________ are groups to which an individual wishes to belong, as when a young basketball player hopes to play someday for the Los Angeles Lakers.A、Membership groupsB、Aspirational groupsC、Leading adoptersD、Reference groups24、A ________ consists of the activities an individual is expected to perform according to the people around him/her.A、motiveB、roleC、lifestyleD、life cycle25、A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, personality, and self-concept.A、personal characteristicsB、stereotypesC、perceptionsD、attitudes26、________ is a person's pattern of living as expressed in his/her psychographics, and it includes the individual's activities, interests, and opinions.A、PersonalityB、CultureC、LifestyleD、Motive27、Many marketers use the self-concept premise that people's possessions contribute to and reflect their identities—that is, "we are what we consume." According to this premise, consumers ________.A、buy products to support their self-imageB、rarely identify with brand personalitiesC、are affected by opinion leadersD、compare product brands28、Harley-Davidson promotes its motorcycles with images of independence, freedom, and power. Harley-Davidson has created a ________.A、motiveB、life-cycle stageC、self-conceptD、brand personality29、A marketer of women's hair care products targeting Chinese customers created an advertising message that told women their hair could be worn any way they wanted as opposed to wearing it straight. The message suggested the women did not need to conform to the mainstream media definition of beauty. It is most accurate to say that this ad was based on an understanding of customers' ________.A、social classB、life-cycle stageC、self-conceptD、status30、A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.A、stimulusB、perceptionC、cultureD、motive31、________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.A、MotivationB、PerceptionC、DissonanceD、Learning32、People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most of the information is called ________.A、subliminal retentionB、selective distortionC、cognitive dissonanceD、selective attention33、________ describes changes in an individual's behavior arising from experience.A、LifestyleC、PerceptionD、Cognitive dissonance34、When consumers are highly involved with the purchase of an expensive product and they perceive significant differences among brands, they most likely will exhibit ________.A、consumer capitalismB、complex buying behaviorC、variety-seeking buying behaviorD、dissonance-reducing buying behavior35、The information sources that are the most effective at influencing a consumer's purchase decision are ________. These sources legitimize or evaluate products for the buyer.A、commercialB、publicC、experimentalD、personal36、Which of the following is the final stage in the new product adoption process?A、awarenessB、adoptionC、evaluationD、interest37、Which of the following product characteristics refers to the degree to which the innovation appears superior to existing products?A、compatibilityB、divisibilityC、communicabilityD、relative advantage38、Symbols such as the McDonald's golden arches, the colorful Google logo, the Nike swoosh, or Apple's "bite mark" logo provide strong company or brand recognition and are indicative of ________ differentiation.A、peopleB、imageC、channelD、services39、________ segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.A、BehavioralB、PsychographicC、Age and life cycle40、________ segmentation assumes that nations close to one another will have many common traits and behaviors.A、GeographicB、OccasionC、PsychographicD、Benefit41、When the size, purchasing power, and profile of a market segment can be calculated, the market is ________.A、measurableB、profitableC、substantialD、actionable42、A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each is known as ________.A、mass marketingB、differentiated marketingC、concentrated marketingD、individual marketing43、The winning value proposition would be to offer ________.A、more for the sameB、more for lessC、more for moreD、same for less二、判断题1、Abel is considering whether or not to get an e-reader. He has read online reviews of three different kinds of readers and has talked with two friends who own e-readers. Abel is at the awareness stage of the new product adoption process.2、Early mainstream adopters accept new ideas after the average person.3、Two of the characteristics that are especially important in influencing an innovation's rate of adoption are relative advantage and compatibility.4、Subcultures consist only of religious groups.5、Social class is based on shared value systems and common life experiences and situations.6、Children exert little influence on family buying decisions.7、A person's occupation has no effect on the goods and services that she buys.8、According to Maslow's hierarchy of needs theory, when the most important need is satisfied, it will cease to be a motivator, and the person will then try to satisfy the next most important need.9、Habitual buying behavior involves consumers searching extensively for information about brands and evaluating brand characteristics.10、Postpurchase behavior is the stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction.11、Culture is the most basic determinant of a consumer's wants and behavior.12、Social class is determined only by one's income.13、An aspirational group is one to which a person wishes to belong.14、A product position is the way a product is defined by consumers on important attributes.15、Less-for-much-less positioning involves meeting consumers' lower performance or quality requirements at a much lower price.16、Mass marketing involves identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each.17、Individual marketing is also known as one-to-one marketing, mass customization, and markets-of-one marketing.。
营销学原理【英文】
Personal Selling
Managing the Sales Force
Sales Force Structure
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• • •
Territorial sales force structure Product sales force structure Customer sales force structure Complex sales force structure
16-10
Personal Selling
Managing the Sales Force
Sales Force Structure Territorial sales force structure refers to a structure where each salesperson is assigned an exclusive geographic area and sells the company’s full line of products and services to all customers in that territory
16-7
Personal Selling
The Role of the Sales Force
Sak between the company and its customers to produce customer value and company profit by: • Representing the company to customers • Representing customers to the company
16-5
Personal Selling
The Role of the Sales Force
市场营销原理英文课件 (9)
• Real-time merchandising
• Interactive content • Promotional features
Challenges of Webbased catalogs
• Require marketing • Difficulties in attracting
• Provide information • Create excitement • Build relat
• Inbound telephone marketing uses toll-free numbers to receive orders from television and print ads, direct mail, and catalogs
Forms of Direct Marketing
Online Marketing
Setting Up an Online Presence
Types of sites • Corporate
Web site • Marketing
Web site
Online Marketing
Setting Up an Online Presence
Corporate Web site is designed to build customer goodwill and to supplement other channels, rather than to sell the company’s products directly to:
Forms of Direct Marketing
Personal selling direct marketing Direct-mail direct marketing Catalog direct marketing Telephone marketing Direct-response television marketing Kiosk marketing Digital direct marketing Online marketing
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.。
2003─2004学年第二学期《营销学原理》期末考试试卷(A卷)
对外经济贸易大学2003─2004学年第二学期《营销学原理》期末考试试卷（A卷）课程代码及课序号：MKT206－1、2、3、4、5、6、7学号： 姓 名： 成 绩： 班级： 课序号： 任课教师：题号I II III IV V 合计分值注意事项：1．本试卷考试时间为120分钟；2．请使用中文或英文答卷；3．本试卷满分为100分，占本课程总评成绩的50％；4．禁止使用计算器、快译通等电子设备和各类字典。
I. Multiple Choice: (For each question, only one choice iscorrect, 20 points) Score:( ) 1. A firm that compares its own operations with those of a leading competitor is engaging in:a. copyingb. a parallel strategyc. benchmarkingd. none of the above( ) 2. There are 24 million left-handed people in the United States. However, most marketers do not attempt to appeal to or design products forthis group because there is little census data about it. This group,therefore, is not a(n) ___________ segment.a. actionableb. substantialc. differentiabled. measurable( ) 3. The totality of features and characteristics of a product that bear onits ability to satisfy stated or implied needs is called:a. value.b. quality.c. the core product.d. none of the above.( ) 4. An industry characterized by many buyers and sellers trading a homogeneous commodity, where no single buyer or seller has muchinfluence on the going market price, operates in:a. pure competition.b. monopolistic competition.c. target profit pricing.d. monopoly.( ) 5. ______ data have the characteristics of being relatively cheap and quick to obtain.a. Syndicatedb. Market intelligencec. Primaryd. Secondary( ) 6. Promotion, contact, and matching are all functions of:a. branding.b. the distribution channel.c. test marketing.d. logistics.( ) 7. The performance a consumer perceives in a product relative to her expectations is the source of:a. customer satisfaction.b. customer value.c. customer demand.d. customer need.( ) 8. A good, though expensive, sales-promotion tool to use to introduce a new consumer product, such as a bath soap, is:a. coupons.b. samples.c. premiums.d. contests.( ) 9. _________ provide the resources that a company needs to produce goods and services.a. Distributorsb. Banksc. Suppliersd. Resellers( ) 10. The ______ is all the actors and forces outside marketing that effecta marketer's ability to develop and maintain successful relationshipswith target customers.a. microenvironmentb. external environmentc. marketing environmentd. macroenvironment( ) 11. _____ are people who have so many resources that they can indulge in many pursuits.a. Fulfilledsb. Achieversc. Actualizersd. Experiencers( ) 12. A _____ sales force structure is built around the individual lines produced by a company.a. productb. customerc. territoriald. consumer( ) 13. The ___________________ are skeptical and they adopt an innovative product only after a majority of people have tried it.a. early adoptersb. early majorityc. late majorityd. laggards( ) 14. The main difference between merchant wholesalers and agents and brokers is that:a. merchant wholesalers take title to the goods they sell while agentsand brokers do not.b. agents and brokers take title to the goods they sell while merchantwholesalers do not.c. merchant wholesalers represent buyers while agents and brokersrepresent sellers.d. agents and brokers do not have to worry about store atmospherewhile merchant wholesalers do.( ) 15. A _____ produces a lot of funds that a business uses to pay its bills and support other business areas that need investment.a. dogb. cash cowc. stard. question mark( ) 16. The proper order of the traditional product life-cycle is:a. introduction, growth, maturity, decline.b. introduction, maturity, growth, decline.c. decline, maturity, growth, introduction.d. introduction, decline, growth, maturity.( ) 17. Any paid form of nonpersonal communication is known as:a. publicity.b. sales promotions.c. advertising.d. personal selling.( ) 18. Your SUVs quickly grow popular because your first-rate engineers designed vehicles, which, in virtually every case, perform at the levelyour marketers claim they will. In other words, your SUVs possesshigh:a. performance quality.b. brand quality.c. conformance quality.d. extension quality.( ) 19. You market air-conditioning systems and their servicing to businesses. One of your long-time clients has built a new wing on itsoffice building and wants your firm to upgrade its old system andextend the upgraded system into the new wing. Your client has madewhat sort of buying decision?a. straight rebuyb. new-taskc. system buyd. modified rebuy( ) 20. Shirtco, a manufacturer of men's fashion shirts, has experienced an increase in demand for its product line, and the sales forecastindicates a continued upward trend during the next season. The bestseller in the line is made from a special fabric produced by only onesupplier, who has just raised prices by 20%. Fabric represents 15%of the production cost of the shirt. Another textile mill offers tosupply fabric of comparable quality, but different material, at oldprice. Market research indicates the new fabric would be acceptedby consumers, but several changes would be required in production.Shirtco selects to buy the old fabric from the old supplier at thehigher price. This is an example ofa. short-run inelasticity.b. acceleration principle.c. derived demand.d. professional purchasing.II. True or False (10points) Score:（）1. You want to start an online bookstore. Because every person effectively constitutes a market, you can target them through mass marketing, offeringeach customer a product that suits his or her needs.（）2. Market nichers serve small segments not served by other firms.（）3. The aim of total quality management (TQM) is to ensure that products are completely free of defects (缺陷).（）4. Maintaining top-of-mind product awareness is the purpose of reminder advertising.（）5. The majority of companies use a straight salary compensation plan.（）6. Social class is determined only by one's income.（）7. Convenience stores are now trying to change their image and attract more female customers.（）8. The actual product consists of the brand name, features, quality level, and packaging.（）9. The final step in new-product development is commercialization.（）10. All the organizations that buy goods and services either for resale or rental, or that produce other goods and services, are called the businessmarket.III. Define the following concepts briefly. (12 points)Score:1．Marketing (3 points)2．Strategic business unit (SBU) (3 points)3．Marketing information system (MIS) (3 points)4.Opinion leader (3 points)IV. Answer the following questions briefly. (18 points)Score:1．What are the basic differences between selling concept and marketing concept? (6 points)2．Describe the kinds of horizontal （横向）and vertical （纵向）channel conflict that might occur in the automobile industry? (6 points)3．Classify and explain the advertising objectives by its primary purpose. (6 points)V. C ase Analysis(40 points) Score:1. (20 points)Suppose a mobile phone manufacturer has the following costs and expected price:Variable cost $50Fixed costs $1,000,000Expected price $100Now answer the following questions:(1)Suppose the manufacturer wants to breakeven, that is, for total revenue to covertotal cost, at least how many units of the phone must be sold at this price? (7points)(2)Calculate the total revenue at the breakeven point. (6 points)(3)If the manufacture wants to make a target profit of $500,000, how many units ofthe phone must be sold at this price? (7 points)2. Product Mix of Unilever China (20 points)Product line managers are often concerned with managing the length, width and consistency of their product lines. Some companies have very wide product mix, while others have narrow but long product lines. The following table illustrates the product mix of Unilever China.Category Brand Hair Care Lux (力士), Hazeline (夏士莲)Skin Care Hazeline (夏士莲), Pond’s (玉兰由), Dove (多芬), Vaseline (凡士林) Personal Cleaning Lux (力士), Dove (多芬)Oral Care Zhonghua (中华), Signal (洁诺)Ice Cream Wall’s (和路雪)(立顿), Jinghua (京华)Tea Lipton(家乐), Laocai (老蔡)Savory (调味品) KnorrSpreads & DressingsSkippy (四季宝), Hellmann (好乐门)(食伴酱)(奥妙), Comfort (金纺)Laundry (洗衣) OmoNow answer the following questions:1) Define the width, length, and consistency of a product mix. Describe the productmix of Unilever China in terms of width, length, and consistency. (9 points)2) What brand strategy (line extensions, brand extensions, multibrands or new brands)does Unilever apply to its Skin Care line? Explain the strength and weakness of such brand strategy. (11 points)-- END --。
英文版市场营销学期末试卷
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 income.3.Target costing involves designing a new product, determining its cost, and then asking, “Can we sell it for that?”4.A company 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 perce ption of value to set prices.11.Reference prices are prices that buyers carry around intheir 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 company’s total marketing communications mix is also called its marketingmix.15.Unlike mass production, which eliminates the need for human interaction,one-to-one marketing has made relationships with customers more important than ever.16.Because customers differ, communications programs need not be developedfor specific segments, 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 feltdeprivation.19.This strategy calls for offering modified or new products to current markets.We term it product development.20.When faced with price competition cutting prices is often not the bestanswer.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.incomeB.occupationC.lifestyleD.personality27.A consumer purchasing fine furniture (which is expensive and for which abrand’s name matters) would probably result in _____ buying behavior.A.dissonance-reducingB.variety-seeking/doc/451966991.html,plexD.habitual28.Which of the following is not one of the major types of buying situations facedby business buyers?A.straight rebuyB.new task buyC.online rebuyD.modified rebuy29.Which of the following is a powerful value proposition because it offersconsumers a “good deal”?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 accountcompetitors’ offerings to the market?A.market positioningB.market segmentationC.market targetingD.all of the above31.Which of the following structural factors is not related toa segment’sattractiveness?A.the presence of strong competitors in the segmentB.the existence of potential substitute productsC.the lack of raw materialsD.a number of powerful suppliers32.A company can lengthen its product line by _____ it or by _____ it.A.modifying; stretchingB.stretching; switchingC.filling; stretchingD.brushing; combing33.Consumer products include convenience products, shopping products, specialtyproducts, 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 company with fixed costs of $50k, variablecosts of $20 and a price of $30/unit?A.500B.1000C.5000D.2500/doc/451966991.html,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 become cash cows, then perhaps, dogs.42.Demonstrate by example the three strategies of intensive, exclusive, andselective distribution.AnswerProducers of convenience products and common 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 producerwants 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 company’s products in a given market. Examples are name-brand blue jeans and computers.IV. Business Case (10 points for each question)The objective of the not-for-profit organization, disAbled for Access & Justice, is to advance the cause of disabled individuals in the Lancaster, Pennsylvania community. These efforts had met with both success and failure in recent years. Through the use of the threat of a suit under the Americans with Disability Act, Lancaster had recently been forced 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’sleaders 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 determinean appeal or theme 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 accessimprovements being offset by gains in new revenues or elimination of lost revenues. Another element of a rational appeal would be the implied threat of legal action for noncompliance 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 planningat disAbled for Access & Justice?AnswerThe first issue with disAbled for Access & Justice is to make local businesses more aware of the problem. After awareness comes knowledge of what can and must be done to provide access to those who presently do not have it. It is necessary to accomplish a sense of buy-in to the concept of accessibility among the retail business community. Remember, the product here is more an idea than a physical product.教育之通病是教用脑的人不用手，不教用手的人用脑，所以一无所能。
英文版市场营销学期末试卷9
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, 2 marks/ Question)___F___ 1. “Marketing” is best described as “selling”.____F__ 2. Market share can be defined in both currency as well as in units sold. Because both ratios calculate market share, market share will be the same for a firm regardless which measurement is used.____F___3. A “high-involvement purchase” usually involves a considerable a mount of time researching the product and the product is a routine purchase.____F___4. A cohesive marketing mix consists of the product, promotion, price, and personnel.____F___ 5. The first step in the purchase decision process is information search. _____F__6. When the price setter stresses the supply or cost side of the pricing problem, they are using demand-oriented approach.____F___7. Retail position matrix makes use of these two dimensions: Service and Value added.____F___8. A market segment would have a collection of prospective buyers that are ready to buy。
营销学原理测试6章(英文版)
1、Which of the following is true with regard to products?A、The quality of products is far more difficult to measure than that of services.B、Products do not include experiences, organizations, persons, places, and ideas.C、Products are not meant for sale in the market.D、Products include services, events, persons, places, organizations, ideas, or a mixture of these.2、________ are 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.A、LiabilitiesB、ServicesC、BrandsD、Consumer products3、Which of the following is true with regard to services?A、Services refer to purely tangible products.B、Services are a form of product that consists of activities, benefits, or satisfactions offered for sale.C、Services can be stored for later use.D、Services can be easily separated from their providers.4、Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the ________, which addresses the question, "What is the buyer really buying?"A、an actual productB、an augmented productC、core customer valueD、co-branding5、Product planners need to consider products and services on three levels. At the second level, product planners must ________.A、offer additional product support and after-sale servicesB、identify the core customer value that consumers seek from the productC、turn the core benefit into an actual productD、find out how they can create the most satisfying brand experience6、________ are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.A、Unsought productsB、Capital itemsC、Shopping productsD、Convenience products7、Erica wants to replace her old washing machine with a new one. In order to get the maximum value for her money, she plans to spend substantial time and effort in gathering information and making product comparisons before making the actual purchase. In this instance, Erica is planning to buy a(n) ________ product.A、convenienceB、unsoughtD、shopping8、_______ marketing consists of activities undertaken to create, maintain, or change attitudes toward particular people. People ranging from presidents, entertainers, and sports figures to professionals such as doctors, lawyers, and architects use it to build their reputations.A、Corporate imageB、PersonC、SocialD、Organization9、Tourism Australia's global marketing campaign, "There's nothing like Australia" is an example of ________marketing.A、placeB、personC、organizationD、internal10、What are the two dimensions of product quality?A、consistency and levelB、performance and conformanceC、design and innovationD、conformance and style11、A ________ is a name, term, sign, symbol, design, or a combination of these, that identifies the maker or seller of a product or service.A、featureB、brandC、line extensionD、package12、A ________ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges.A、product lineB、line extensionC、private brandD、multib13、The major product line decision involves product ________, the number of items in the product line.A、featuresB、line depthC、line conformanceD、line length14、Proton Corp. is an automobile manufacturer known for producing efficient, durable, and low-priced cars. Recently, the company launched a new range of luxury cars to broaden its market appeal and to add prestige to its existing line of cars. This is an example of ________.A、social marketingB、product line fillingC、product line stretchingD、internal marketing15、Service ________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.A、inseparabilityB、variabilityC、intangibilityD、perishability16、Which of the following actions is a restaurant owner most likely to take in order to reduce problems associated with service intangibility?A、increase entree prices after 6:00 p.m.B、provide clean tablecloths and fresh napkins for each new customerC、empower employees to handle customer complaintsD、offer discounted prices for appetizers ordered during happy hour17、Tristan and Juliet, a newly married couple who intend to go to Egypt for their honeymoon, bought a Europe travel package on Jizo Inc., an online travel site. As they have never seen Europe or used the services of Jizo before, they were largely dependent on other customers' feedback and signals for service quality. Which of the following characteristics of service is highlighted in this instance?A、service intangibilityB、service inseparabilityC、service variabilityD、service perishability18、Service ________ means that the quality of services depends on who provides them as well as when, where, and how they are provided.A、intangibilityB、inseparabilityC、variabilityD、perishability19、The customers of Parry's Hair Salon have noticed that the quality of a haircut depends on who provides it as well as when, where, and how the service is provided. Which of the following characteristics of service is evident in this instance?A、service intangibilityB、service inseparabilityC、service perishabilityD、service variability20、Service ________ means that services cannot be stored for later sale or use.A、consistencyB、perishabilityC、variabilityD、intangibility21、Alex Smith rents storage space to college students who go home for the summer but do not want to haul all of their property home and back. The business is profitable during the summer months, but when the storage space is unoccupied in the off-season, Alex loses money. Which of the following characteristics of service is most likely the source of Alex's problem?A、intangibilityB、perishabilityC、inconsistencyD、variability22、According to the service profit chain, superior internal service quality results in ________.A、lesser service valueB、increased word-of-mouth salesC、reduced after-sale servicesD、more satisfied, loyal, and hardworking employees23、________ occurs when two established brand names of different companies are used on the same product.A、Market diversificationB、Niche marketingC、Co-brandingD、Licensing24、Which of the following is an advantage offered by co-branding?A、Manufacturers do not have to invest in creating their own brand names with co-branding.B、Co-branding allows retailers to sell exclusive products that cannot be purchased from competitors.C、Co-branding allows a company to expand its existing brand into a category it might otherwise have difficulty entering alone.D、Co-branding dilutes brand equity and increases the appeal of store brands.25、________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes.A、Line extensionB、MegabrandingC、Interactive marketingD、Internal marketing26、_______ involves the use of a successful brand name for new or modified products in a new category.A、A line extensionB、A product lineC、A brand extensionD、Co-branding27、Symmonds Inc., a company manufacturing breakfast cereals, has extended its special Crispo cereal brand intoa full line of breakfast cereals plus protein shakes, fruit and sandwich spreads, butter, and doughnuts. This is an example of ________.A、line extensionB、brand extensionC、licensingD、co-branding28、Which of the following statements characterizes the introduction stage of the PLC?A、There are increased marketing outlays.B、Profits are nonexistent.C、The company incurs minimal expenses.D、The product achieves acceptance by most potential buyers.29、________ is the product life cycle period when sales fall off and profits drop.A、IntroductionB、GrowthC、MaturityD、Decline30、According to the PLC, the ________ stage is reached when sales plunge to zero, or when they drop to a low level where they continue for many years.A、laggardB、declineC、maturityD、growth31、Which of the following stages of the PLC is characterized with high promotional expenditures that result from an effort to create consumer awareness?A、growthB、product developmentC、maturityD、introduction32、Kellogg's begins to sell its cereals in new markets after conducting extensive marketing research. After the cereal begins to appear in these new markets, the company increases its promotion expenditure to counteract competitive responses. Kellogg's is in the ________ stage of the product life cycle.A、introductionB、growthC、maturityD、decline33、When a product is in the maturity stage, the company should most likely consider ________.A、harvesting the product or marketB、modifying the product, market, or marketing mixC、divesting the product lineD、liquidating the firm's assets34、P&G has sold off a number of lesser or declining brands such as Oxydol detergent and Jif peanut butter. In these examples, management decided to ________ the products.A、modifyB、maintainC、dropD、harvest35、Due to dropping sales, a company that manufactures soaps begins to sell them to restaurants and hotels to extend their product's life. The soap manufacturer is in the ________ stage of PLC.A、introductionB、growthC、maturityD、decline二、判断题1、Profits drop during the growth stage of the PLC because per customer promotion costs are high.2、Although products that remain in the maturity stage of the PLC seem unchanged, the most successful ones actually evolve to meet changing consumer needs.3、When sales of a product drop during the decline stage of the PLC, a company typically modifies the marketing mix, the product, or the market.4、A service refers to an activity, benefit, or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything.5、The augmented product is the actual product plus the various services and benefits offered with it, such as a warranty, free delivery, installation, and maintenance.6、Style is a larger concept than design. Design simply describes the appearance of a product.7、A company's product mix has four important dimensions: width, length, depth, and consistency.8、Service inseparability means that the quality of services depends on who provides them, as well as when, where, and how they are provided.9、In a service business, the customer and the front-line service employee interact to co-create the service.10、Within a hotel renowned for its superior service, one registration-desk employee may be cheerful and efficient, whereas another may be irritable and slow. This exemplifies service consistency.11、Service companies can differentiate their service delivery by having more able and reliable customer-contact people.12、Product quality is harder to define and judge than service quality.13、The strongest brands do not engage customers on a deep, emotional level.14、Line extension refers to extending an existing brand name to new product categories.15、Multibranding offers a way to establish different features that appeal to different customer segments, lock up more reseller shelf space, and capture a larger market share.。
(完整word版)营销学原理作业1
对外经济贸易大学2014─2015学年第一学期《营销原理》第一次测验题答卷课程代码及课序号：MKT206－1请注意填写学号！！！！！！学号：姓名：成绩：班级：课序号：任课教师：薛佳奇I. Multiple Choice. Select the one choice that best completes the statement or answers the question. 请将答案写在下面的表格中!)Score________II. True or False? (Judge every statement with a ‘T’ or ‘F’ mark. 请将答案写在下面的表格中！) ScoreMULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.1) Marketing seeks to create and manage profitable customer relationships by delivering________ to customers.A) superior promotionB) superior valueC) competitive pricesD) product assortmentE) superior service2) ________ are ones to which the individual wishes to belong, as when a teenage basketball player hopes to play someday for the Los Angeles Lakers.A) Social class groupsB) Reference groupsC) Membership groupsD) Aspirational groupsE) Leisure groups3) Today, marketing must be understood in terms of not just making a sale but also________.A) understanding customers' self-imagesB) understanding customers' valueC) successfully remaining in the marketD) brilliant advertisingE) satisfying customers' needs4) People change the goods and services they buy over time because of two important factors. They are ________.A) belief and attitudeB) groups and learningC) age and life-cycle stageD) perception and personalityE) family and tradition5) At the corporate level, a company starts the strategic planning process by defining its overall purpose and ________.A) valuesB) visionC) missionD) opinionsE) strengths6) People can form different perceptions of the same stimulus because of three perceptualprocesses. All of the following name these processes except ________.A) selective attitudeB) selective attentionC) selective retentionD) selective distortion7) A problem with using the BCG matrix centers around the fact that it is ________oriented instead of ________ oriented.A) now; marketB) now; futureC) financially; customerD) customer; supplierE) future; now8) What can we say about business purchasers compared to consumer purchasers?A) They deal with far fewer but far larger buyers.B) Business buyers almost always work in committees.C) They are paid and the consumer is not paid for buying.D) Derived demand exists between business purchasers.9) All of the groups within a company are called the ________.A) internal environmentB) rangeC) diversityD) cultureE) climate10) In a typical organization, buying activity consists of two major parts: the buying ________ and the buying ________.A) deciders; influencersB) time; reorder pointC) economic order quantity; reorder pointD) committee; timeE) center; decision process11) An MIS consists of people, equipment, and procedures to gather, sort, ________, evaluate, and distribute information to marketing decision makers.A) testB) critiqueC) analyzeD) assessE) test market12) Many firms are making an effort to identify smaller, better-defined target groups by using ________.A) mass marketingB) user ratesC) multiple segmentation basesD) loyalty segmentationE) positioning13) Which of the steps in the marketing research process has been left out: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings?A) choosing the research methodB) developing the research planC) choosing the research agencyD) developing the research budgetE) comparing and contrasting primary and secondary data14) Niching offers smaller companies the opportunity to compete by focusing their limited resources on serving niches that may be ________ or ________ larger companies.A) unimportant to; unwanted byB) unimportant to; overlooked byC) unknown by; unwanted byD) too small; undesirable to15) The way to begin marketing research is to gather secondary data, which consists of information ________.A) that does not currently exist in an organized formB) that already exists somewhere, having been collected for another purposeC) that the researcher can obtain through surveys and observationD) used by competitionE) that already exists somewhereTRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false.16) When dividing the beer market into “heavy beer drinkers”, “light beer drinkers” and “rare beer drinkers”, the basis of segmentation is the behavior.17) Smart marketers look beyond the attributes of the products and services they sell.They create brand experiences for consumers.18) A purchase decision process begins with the need recognition and ends with the purchase behavior.19) One division of your company is a low-growth, high-share business. This unit is referred to as a star.20) Noneconomic factors such as depressed business firms, minority-owned firms, or small business firms play a role in government buying.21) A marketing analysis includes evaluating the company's situation, markets, environment, strengths and weaknesses, and current and possible marketing actions to determine which opportunities it can best pursue.22) Because there is such variation among the economies of countries around the world,it is not practical to segment international markets on the basis of economic factors.23) Too much information can be as harmful as too little.24) A product's position is the way the product is defined by the retailers who sell it to target markets. It is how it is defined on important attributes - the place the product occupies in the retailers' minds relative to competing products.25) You want to calculate confidence limits for sampling error. It would be best to use nonprobability samples.BDECC ABAAE CCBBBTTFFT TFTFF。
推荐-营销学原理终考卷英1 答案及判卷标准 精品
对外经济贸易大学20XX ─ 20XX学年第二学期《营销学原理》期末考试试卷A-答案课程课序号：MKT206－1，2，3，4，5，6，7I. Multiple Choice (20 points)CDBAD BABCC CACAB ACCDAII. True or False (10 points)FTFTF FTTTTIII. Define the following concepts briefly. (12 points) Keys with Criteria1．Marketing: a social and managerial process (1 point) whereby individuals and groups obtain what they need and want (1 point) through creating and exchanging products and value with others. (1 point)2．Strategic business unit (SBU): a unit of the pany (1 point) that has a separate mission and objectives (1 point) and that can be planned independently from other pany businesses. (1 point)3．Marketing information system (MIS): people, equipment, and procedures (1 point) to gather, sort, analyze, evaluate, and distribute (1 point) needs, timely, and accurate information to marketing decision makers. (1 point)4．Opinion leader: person within a reference group (1 point) who, because of special skills, knowledge, personality, or other characteristics, (1 point)exerts influence on others. (1 point)IV. A nswer the following questions briefly. (18 points) 1．What are the basic differences between selling concept and marketing concept? (6 points)Suggested answer：✓The Marketing ConceptThe marketing concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than petitors do.The primary differences of T\the marketing and selling concepts are:(1) The sel ling concept takes an “inside-out” perspective (focuses on existing products and uses heavy promotion and selling efforts).(2) The marketing concept takes an “outside-in” perspective (focuses on customerneeds, values, and satisfactions).✓The Selling ConceptThe selling concept is the idea that consumers will not buy enough of the organization’s products unless the organization undertakes a large-scale selling and promotion effort.This concept is typically practiced with unsought goods.Criteria:(1)2 points for illustration of the Marketing Concept and Selling Concept;(2)2 points for the parison of pany’s different perspectives guided by differentconcepts.(3)2 points for the parison of pany’s different focuses guided by different concepts. 2．Describe the kinds of horizontal （横向）and vertical （纵向）channel conflict that might occur in the automobile industry? (6 points)Suggested Answer:Disagreement in goals and roles generate channel conflict. Horizontal conflict occurs among firms at the same level of the channel. This could occur when one set of dealers steps outside an assigned territory base and “steals” customers from another dealer group. This might occur because of aggressive pricing and advertising strategies. Vertical conflict occurs between different levels of the same channel. This form is more mon than horizontal conflict. If a producer or manufacturer decides to expand distribution outlets or opens an “online store” it often es in conflict with existing dealers who feel threatened by expansion plans.In the automobile industry, horizontal conflict (dealers representing the same manufacturer violate territories and aggressively pete against other licensed dealers)--an automobile manufacturer decides to open its own set of retail stores (vertical conflict).Criteria:(1) 1 point for the definition of channel conflict;(2) 1 point for the parison of horizontal conflict and vertical conflict;(3) 2 point for the definition of horizontal conflict and possible cases;(4) 2 point for the parison of vertical conflict and possible cases.3．Classify and explain the advertising objectives by its primary purpose. (6 points)Suggested Answer:Advertising objectives can be classified by primary purpose as:1). Informative advertising: which is advertising used to inform consumers abouta new product or feature or to build primary demand.2). Persuasive advertising: which is advertising used to build selective demand fora brand by persuading consumers that it offers the best quality for their money.3). parison advertising:which is advertising that pares one brand directly or indirectly to one or more other brands.4). Reminder advertising:which is advertising used to keep consumers thinking about a product. This form of advertising is more important for mature products. Criteria:1.5 points for each primary purpose.V. Case Analysis (40 points)1. (20 points)(1) Suppose the manufacturer wants to breakeven, that is, for total revenue tocover total cost, at least how many units of the phone must be sold at this price? (7 points)Suggested answers & Criteria：$1,000,000 / ($100 - $50) (4 points) = $1,000,000 / $50 =20,000 (units)(the right result, 3 points)(2) Calculate the total revenue at the breakeven point. (6 points)Suggested answers & Criteria：20,000 * $100 (4 points) = $2,000,000 (the right result, 2 point)(3) If the manufacture wants to make a target profit of $500,000, how many unitsof the phone must be sold at this price? (7 points)Suggested answers & Criteria：($1,000,000 + $500,000) / ($100 - $50) (4 points) = $1,500,000 / $50 =30,000 (units)(the right result, 3 points)2. Product Mix of Unilever China (20 points)1) Define the width, length, and consistency of a product mix. Describe the product mix of Unilever China in terms of width, length, and consistency. (9 points)Suggested answer：✓Product mix width refers to the number of different product lines the pany carries.(1 point) The mix width of Unilever China is 9: Hair Care, Skin Care, PersonalCleaning, Oral Care, Ice Cream, Tea, Savory, Spreads & Dressings and Laundry.(2 points)✓Product mix length refers to the total number of items the pany carries within its product lines. (1 point) Unilever China sells 2 Hair Care brands, 4 Skin Carebrands, 2 Personal Cleaning brands, 2 Oral Care brand, 1 Ice Cream, 2 Teas, 2 Savories, 2 Spreads & Dressings and 2 Laundry brands. (2 points)✓Product mix consistency refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.(1 point) Laundry products and oral/skin/beauty care items of Unilever China areconsistent insofar as they are consumer goods that go through the samedistribution channels and perform the similar functions for buyers. But food and beverage items (Ice Cream, Tea, Savory and Spreads & Dressings) are lessconsistent. (2 points)Criteria:a. 1 point for the definition of product mix width, 2 points for the product mix widthof Unilever China;b 1 point for the definition of product mix length, 2 points for the product mix lengthof Unilever China;c. 1 point for the definition of product mix consistency, 2 points for the product mixconsistency of Unilever China.2) What brand strategy (line extensions, brand extensions, multibrands or new brands) does Unilever apply to its Skin Care line? Explain the strength and weakness of such brand strategy. (11 points)Suggested answer：✓The brand strategy that Unilever applies to its Skin Care category is multibrands,(2 points) because it markets 4 different brands in it. (2 points)✓Strength of multibranding: It offers a way to establish different features and appeal to different buying motives. It allows Unilever to look up more reseller shelf space. Unilever may use fighter/flanker brands to protect its major brands.Unilever may develop separate brands for different regions and countries. (4points)✓Drawbacks of multibranding: Each brand might obtain only a small market share, and one maybe very profitable. petition among these brands is hard to be avoided.Marketing expenditures (such as advertising budget) maybe extremely high. (3 points)Criteria:a.2 points for the judgment of Unilever brand strategy; 2 points for the argumentsraised;b.4 points for the strengths of multibranding, 1 point for possible strength, maximum 4 points;c.3 points for the weaknesses of multibranding, 1 point for possible weakness, maximum 3 points.-- End --。
营销学原理测试3-5（中文版）
营销学原理测试3-5（中文版）第一篇：营销学原理测试3-5(中文版)一、单选题1、一家公司的___ 包含及其供应商、营销中介、顾客、竞争对手和公众。
A、宏观环境B、微环境C、营商环境D、市场营销环境2、___ 包括经销商，营销服务机构，帮助公司推广和销售它的产品到其最终客户的金融公司。
A、广告公司B、供应商C、情报公司D、营销中介机构3、一家公司的 ___ 公众包括其工人、管理人员、志愿者和董事会成员。
A、雇员B、公民行动C、内部D、人力资源4、在市场营销人员正在监视的自然环境中有三个趋势。
这些都是___、___ 和 ___。
A、原材料短缺;更多的立法;增加消费主义B、绿色运动;原材料短缺;污染加剧C、增加污染;增加的政府干预;原材料短缺D、增加消费;增加人口;增加道德期望5、最戏剧性的力量塑造企业今天是 ___ 环境。
A、自然B、技术C、经济D、政治6、颁布了以下哪一项不是原因商业立法？A、以保护公司免受彼此B、为了保护消费者的公司C、保护消费者免受不公平的商业做法D、保护社会的利益7、一个女人开混合动力车，始终如一地回收，并买'地球友好'产品，在发泄 ___ 她认为。
A、社会B、组织C、其他人D、性质8、A 公司有几个选项对其营销环境。
一个强大的公司需要持有___ 方法。
A、积极主动B、无功C、涉世不深D、和平9、一家公司的宏观环境包含了所有以下情况除外 ___。
A、人口的部队B、经济力量C、竞争的力量D、以上都不是10、乔纳森在一家公司，协助公司在促进、分配和向最终消费者出售他们的产品。
乔纳森· 适合公司是 ___。
A、许可方B、供应商C、营销中介D、当地市民11、人口环境是营销人员最感兴趣的因为它涉及到人，和人弥补市场。
A、对 B、错12、的价格 & 马龙公司，公司总部设在休斯敦，满足市场的需求的个人和家庭购买商品和服务的个人消费。
价格和马龙___ 满足市场的需求。
营销管理考试题及答案英文
营销管理考试题及答案英文Marketing Management Exam Questions and AnswersSection A: Multiple Choice Questions (MCQs)1. Which of the following is not a component of the marketing mix?a) Productb) Pricec) Placed) ProcessAnswer: d) Process2. The marketing concept is customer-oriented and focuses on:a) The productb) The company's needsc) The customer's needsd) The competitionAnswer: c) The customer's needs3. What is the term used to describe the process of creating, communicating, and delivering value to customers and managing customer relationships in ways that benefit the organization and its stakeholders?a) Market Researchb) Marketing Managementc) Sales Managementd) Customer ServiceAnswer: b) Marketing Management4. In which stage of the product life cycle is it most appropriate to focus on market penetration?a) Introductionb) Growthc) Maturityd) DeclineAnswer: a) Introduction5. Which of the following is not a type of market structure?a) Monopolyb) Oligopolyc) Perfect Competitiond) DuopolyAnswer: d) Duopoly (This is a specific case of Oligopoly)Section B: Short Answer Questions6. Define 'market segmentation' and explain its importance in marketing.Answer: Market segmentation is the process of dividing a broad market into sub-groups of consumers with similar needs or characteristics. It is important in marketing because it allows companies to tailor their marketing strategies to meet the specific needs of different customer groups, thereby increasing the effectiveness of marketing efforts andcustomer satisfaction.7. What are the four main stages of the customer decision journey?Answer: The four main stages of the customer decision journey are:i) Awarenessii) Information Searchiii) Evaluation of Alternativesiv) Purchase Decision8. Explain the concept of 'relationship marketing' and its significance.Answer: Relationship marketing is the strategy of building and maintaining long-term relationships with customers to encourage repeat business and customer loyalty. Its significance lies in the fact that it can lead to increased customer retention, higher profit margins, and a better understanding of customer needs, which in turn can drive continuous improvement and innovation.Section C: Case Study Questions9. Case Study: XYZ Company is a manufacturer of high-end headphones. They have recently entered a new market and are looking to establish a strong brand presence. Discuss the marketing strategies XYZ Company could employ to achieve this goal.Answer: XYZ Company could employ the following marketingstrategies:- Conduct market research to understand the preferences and behaviors of the target market.- Develop a unique value proposition that differentiates their headphones from competitors.- Implement a strong branding campaign to create brand awareness and emotional connections with consumers.- Utilize digital marketing channels, such as social media and search engine optimization (SEO), to reach a wider audience.- Offer exceptional customer service and support to build a loyal customer base.- Engage in strategic partnerships and collaborations to increase brand visibility.10. Case Study: ABC Corporation is experiencing a decline in sales for one of its products. The product is in the maturity stage of its life cycle. What strategies could ABC Corporation adopt to revitalize the product?Answer: To revitalize the product, ABC Corporation could consider the following strategies:- Product Modification: Enhance the product with new features or improve its quality to make it more appealing.- Market Penetration: Increase marketing efforts toattract new customers or encourage existing customers to buy more.- Market Development: Target new market segments that have not yet been reached.- Diversification: Develop new products or services that complement the existing product line.- Pricing Strategy: Adjust pricing to make the product more competitive or offer promotional pricing for a limited time.Section D: Essay Questions11. Discuss the role of market orientation in a company's success and how it can be achieved.Answer: Market orientation is crucial for a company's success as it ensures that the company is focused on understanding and meeting customer needs. It can be achieved through:- Encouraging a customer-centric culture within the organization.- Conducting regular market research to stay informed about customer preferences and market trends.- Involving all departments in the decision-making process to ensure a holistic approach to meeting customer needs.- Establishing feedback mechanisms to continuously learn from customers and improve products and services.12. Critically evaluate the impact of social media on marketing management.Answer: Social media has had a significant impact on marketing management by:- Providing a platform for direct customer engagement and relationship building.- Allowing for targeted advertising and the ability to reach specific customer segments.- Enabling real-time monitoring of customer feedback and sentiment.- Facilitating the spread of word-of-mouth marketing through shares and recommendations.- Requiring。
营销学原理
对外经济贸易大学2001⎯2002学年第二学期《营销学原理》期末考试试卷A00营销、99海关、99商检、99法律、99行政、00财务、00会本、00信息、99留学生、00金融学号__________ 姓名__________班级__________ 成绩__________I. Multiple Choice (only one answer is correct, 30 points):1. Marketing is best understood as the process of:A. making a sale.B. creating customer needs.C. satisfying customer needs and wants.D. promoting products and services.E. generating (产生) a profit.2. A person's want becomes a demand when his want is backed (支持) byA. purchasing power.B. products.C. needs.D. desire.E. exchange mechanisms.3. The __________ concept holds that all consumers will favor （喜欢） those products offering the most quality performances and features, therefore, the organization should devote its energy to makingcontinuous product improvements.A. productionB. productC. serviceD. marketingE. selling4. Leander Cosmetics is attempting to generate additional sales of its present products by promoting them more aggressively to its present customers. Leander Cosmetics is engaged in:A. diversificationB. market penetrationC. market developmentD. product development5. High growth, high share businesses or products appear in the Boston consulting group growth-share matrix as:A. dogsB. cash cows.C. question marks.D. stars.6. Which of the following is not a component (组成部分) of a company's microenvironment?A. marketing intermediariesB. customersC. competitorsD. economic environmentE. publics7. Organizations that buy goods and services for their production process in order to make profits are called__________ markets.A. resellerB. industrialC. internationalD. governmentE. consumer8. Positioning is used mainly toA. make communication easierB. make possible the product can be highly pricedC. obtain differentiated advantage in a competitive environmentD. increase the brand image9. The depth of a product mix refers toA. how many different product lines the company carriesB.how many variants are offered of each product item in the lineC.how closely related the various product lines are in end use, production requirementsor distribution channelsD.the total number of items in the product mix10. After the sale, marketing communications providing evidence and support to helpconsumers feel good about their brand choice is especially appropriate under which of the following situation?A. dissonance-reduction behaviorB. habitual buying behaviorC. complex buying behaviorD. variety-seeking behavior11.Business demand ultimately comes from the demand for consumer goods. This is known as_________ demand.A. latentB. fullC. derivedD. wholesomeE. negative12. Accessibility, as a requirement for effective segmentation, refers to the degree to whichA. the segments can be effectively reached and served.B. the segments are large and profitable enough.C. an effective program can be formulated for attracting and serving the segments.D. the size and purchasing power of the segments can be measured.E. the individuals making up the market segment can be identified and studied.13. A good package mayA. protect the product.B. promote the product.C. lower total distribution costs.D. all of the above14. Under the same product line, P&G launched various products carrying different brandnames. This strategy is called _________.A. brand extensionB. multiple brandsC. unique brandD. new brand15. Which of the following is typically not considered a reason why new products fail?A.The idea for the product is good, but the market has been underestimated (低估).B. A product has been incorrectly positioned in a market.C.Top management pushes through a favourite idea in spite of negative market research findings.D.Unexpected competition is encountered （遭遇）.16. Simulated test marketingA. takes longer time to complete than standard test marketing.B. is much more expensive than controlled test marketing.C. does not allow competitors to get a look at the companies’ new product.D. is best used at trade shows.17. Product __________ is a period of rapid market acceptance and increasing profits.A. developmentB. introductionC. growthD. maturityE. decline18. If demand is elastic rather than inelastic and the firm is interested in increasing totalrevenue, the firm should:A. not change the price.B. decrease production.C. raise the price.D. lower the price.E. decrease promotional efforts.19. A market skimming pricing policy:A. starts with a high price which is gradually lowered (降低).B. starts with a high price and keeps it high.C. starts with a low price and gradually raises it.D. starts with a low price and keeps it low.20. Kevin Stiles is a farmer who sells his product directly to a supermarket chain which in turnsells it to customers. This is an example of _______marketing channel system.A. zero-lengthB. one-levelC. two-levelD. direct-levelE. sub-level21. Christine Robert, a fashion designer and producer of women' fashions, sells her fashionsthrough her own chain of boutiques (retail outlets, 小零售店). Christine Robert as the producer and retailer is an example of :A. franchise organization.B. corporate VMSC. administered VMSD. contractual VMSE. conventional VMS22. A________ strategy means a producer directs its marketing activities (primarily personalselling and trade promotion) toward channel members to induce them to carry the product and to promote it to final consumers.hard-sellA.B.pushC. soft-sellD. pull23. In the introduction stage of the product life cycle of a consumer good，A. personal selling is emphasized over advertising.B. advertising and publicity are cost effective in producing high awareness.C. sales promotion does not exist.D. publicity does not exist.E. advertising and public relations loses effectiveness rapidly.24. Many analysts believe that _______ activities do not build long-term consumer preferenceand loyalty as does _______.A.advertising, personal sellingB.public relations, sales promotionC.sales promotion, personal sellingD.sales promotion, advertising25. One Hi-Fi （高保真音响）maker divides the Hi-fi consumers into three types: type A is“musicians”, who buy Hi-Fi in order to enjoy music; type B is “technicians”, who are more interested in studying high technology; type C is “snobs”, who are more concerned by the status and richness marked by possessing Hi-Fi. This maker takes type A and B as its target market, because it thinks these two types of consumers are more inclined to buy this brand.The criterion (标准) used in market segmentation here isA.benefits soughtB.personalityC.life styleD.preference26. In the above case, the market-coverage strategy used by the manufacture is:A.concentrated marketingB.differentiated marketingC.undifferentiated marketingD.mass marketing27. If the fixed cost of a product is $ 4 000 000, the variable cost is $240 and the expected sales is50 000 units, suppose the manufacture wants a 20% markup on sales, the price should beA. $ 1 600B. $ 320C. $ 180D. $ 40028. In an attempt to build a unique product image to increase profits and exercise an effectivecontrol 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 distributionprehensive distribution29. Concerning quality management of one manufacturing company, which statement istrue?A.The quality standards should be determined by the company’s capability.B.It involves not only the product quality, but also the process quality.C.The goal of quality management is to minimize defective products (不合格产品).D.Historically, quality management always observes (遵守) the same principlesconsistently.30. The following statements about new product development are correct exceptA.The new product development is a step-by-step process.B.The new product development should be backed by an organizational innovation.C.The new product development does not always involve breakthrough technologicalinnovation.D.The new product development should be based upon the basic research findings (基础研究成果).II. True or False (20 points):_____ 1. In a seller’s market, sellers have more power; therefore, buyers have to be more active “marketers”._____ 2. New technology is typically a force for creative destruction, which may mean that the new technology hurts the old technology._____ 3. The buyer decision process began long before the purchase is made and ends when the purchase is actually made._____ 4. Once a product has begun its life cycle, typically a firm can do little to extend it._____ 5. Dell’s success is mainly due to its excellent supply chain management and logistics system._____ 6. Profit is usually negative during the product introduction stage of the product life cycle._____ 7. Line extension involves higher investment and risk compared to brand extension._____ 8. A buyer would probably travel a considerable distance to purchase a convenience good._____ 9. People tend to interpret incoming information in a way that will support what theyalready believe._____10. Concentrated marketing means that one company target only one market segment. _____ 11. Intensive distribution means a big number of middlemen are used._____ 12. Franchises are corporations that combine several different retailing forms under central ownership and share some distribution and management functions with thefranchisees._____13. Of the methods used in setting the promotion budget, only the objective-and-task method makes logical sense._____ 14. A market segment consists of consumers who respond in a similar way to a given set of marketing stimuli.____ 15. Attractively priced options packages for cars are examples of product-bundle pricing.____ 16. Changes in consumer taste may alter the shape of the product life cycle.____ 17. If a product is positioned on nonprice factors, then decisions about quality, promotion, and distribution will strongly affect price.____ 18. Quantity discounts are usually provided as a reward for paying bills promptly.____ 19. Wholesalers and retailers both must make marketing decisions about target markets, product assortments and services, price, promotion, and place.____ 20. The growth in technologically complex products has extended the length of sales training programs.III. Calculate the following (20 points):1.Wilderson’s company markets vacuum cleaners. Its costs and expected sales areas follows:Fixed cost $2,960,000Variable cost $1,840,000Expected Unit Sales 150,000Suppose Wilderson’s wants to earn a 25% markup on the sales, what should the unit price be then? (5 points)2. Suppose a machine tool company sold 3,600 machine tools this year and wants topredict next year’s July sales. The long-term trend shows a 7% sales growth rate per year. However, a business recession is expected next year and probably will result in total sales achieving only 90 percent of the expected trend- adjusted sales. July is a below-average month for machine tool sales, with a seasonal index standing at 0.80. The company expects no erratic events.How many machine tools will the company expect to sell in July next year? (5 points)3. Mrs. Zhang is going to buy a fully automatic washing machine. After searching several department stores for all the alternatives, she narrows down her choice set to four brands: Little Swan, Duckling, Daffodil, and Toshiba. Mrs. Zhang is primarily interested in five attributes of washing machine: price, post-sale service, wattage, durability, and appearance. The importance weights assigned by Mrs. Zhang to these attributes are 30%, 20%, 20%, 20%, and 10% respectively. The following table shows how she believes each brand rates on each attribute. (The number 10 represents the highest desirable score on certain attribute. In the case of price, a high score means a low cost, which makes the washing machine more desirable.)Please use "Expectancy V alue Model" to find out which brand Mrs. Zhang is likely to favour?( 10 points)Brand Name AttributesDurabilityWattageAppearanceServicePriceSwan 7 9 6 9 7 LittleDuckling 4 9 7 8 9 Daffodil 9 6 8 7 510106 9Toshiba 2IV. Case Analysis: Harley Davidson ( 30 points ):One of the true success stories in American business is the motorcycle（摩托车）manufacturer, Harley Davidson. Since 1990, sales of Harley Davidson motorcycles and parts and accessories （零部件）have increased 15% per year. Even with cash（现金）, the purchaser of a new Harley may have to wait up to （一直到）2 years to take delivery (交付). The motorcycles cost about $15 000 for a new one. In fact, the company deliberately（故意地）restricts（限制）its output.Established in 1903，Harley’s success resulted from a confluence（聚集、汇合）of environmental changes in the United States and around the world. Harleys are seen as more than just motorcycles. They represent America, Hollywood（好莱坞）, Masculinity（男子气概）, and a number of other icons （偶像）. In addition, with the increased number of affluent （富裕的）Baby Boomers （婴儿潮时期，即1946-1964年出生的人，约占美国人口的1/3）, there are more than enough customers for the product. The company has successfully created brand loyalty through its image and Harley Owners’ Groups (HOGs).Because of current excess demand （过剩需求）for its products, Harley’s problem is not identifying new market segments to pursue （追求）for further growth. The company has done an excellent job of focusing its products at the heavyweight （重型）end （目标）of the market.Questions:1.The main marketing objectives of businesses could be: survival, current profitmaximization, market share leadership, and product quality leadership. Which kind of marketing objective does Harley Davidson pursue according to the above case? Explain.(10 points)2.Why do some consumers still like to buy Harley ‘s motorcycles even if they have to payhigh prices and wait for 2 years? Explain the reasons from the consumer buying behavior perspectives. (10 points)3.Honda（本田）challenged（挑战）Harley aggressively（积极地）with its small low-pricedmotorcycles (50cc. Engines 50毫升发动机的小型摩托车). Is it reasonable for Harley to enter the small motorcycle market also? Back up your judgment with solid arguments. (10 points)-- END --对外经济贸易大学2001⎯2002学年第二学期《营销学原理》期末考试试卷A答案July 5, 2002I. Multiple Choice (only one answer is correct, 30 points):CABBD DBCBA CADBD CCDDBBABDA ADCBAII. True or False (20 points):FTFFT TFFTF TFTTT TTFTTIII. Calculate the following (20 points):1. $42.67 (5 points)2. ≈ 231 units (5 points)3. Little Swan: 7.6Duckling: 6.9Daffodil : 7.4Toshiba 6.6According to the "Expectancy V alue Model", Mrs Zhang is likely to favour Little Swan brand. IV. Case Analysis: Harley Davidson ( 30 points ):Harley Davidson1. product quality leadership: refers to charge high price to cover higher performancequality. High range positioning for superior product image. (10 points)2. (1) Reference group influence is strong for highly visible product;(2) Personality: brand image matches for one’s own self-image;(3) Age and life-cycle stage: youth and baby boomers(4) positive attitude toward Harley(5) Motivation: satisfy social/esteem/self-actualization needs;营销学原理(6) Lifestyle: young, masculine, unique, individual, etc.Whichever three points are hit, 10 points will be awarded. (10 points)3. It all depends on Harley’s strategy.·According to the case, Harley pursues product quality leadership. If it wants to keep up this image, it should never let its brand slip down to the low-priced range.· But if there appears more opportunities in the low-end market, it may also stretch downward a bit by creating a lower-priced new model for that market.·Any argument with solid backup is acceptable for this question. (10 points)第 11 页共 11 页。
营销学原理测试1-2章（英文版）
营销学原理测试1-2章（英⽂版）⼀、单选题1、Which of the following is NOT an accurate description of modern marketing?A、Marketing is the creation of value for customers.B、Marketing involves managing profitable customer relationships.C、Marketing emphasizes selling and advertising exclusively.D、Marketing involves satisfying customers' needs.2、Marketing is defined as a social and managerial process by which individuals and organizations obtain what they need and want through ________.A、research and developmentB、innovation and creativityC、manufacturing efficienciesD、value creation and exchange3、According to management guru Peter Drucker, "The aim of marketing is to ________."A、maximize profits of the companyB、emphasize customer wants and not customer needsC、make selling unnecessaryD、fulfill unrealistic customer expectations4、________ are human needs that are shaped by culture and individual personality.A、NecessitiesB、WantsC、DemandsD、Values5、Greg Williams now has the buying power to purchase the desktop computer that he has wanted for the last six months. Greg's want now has become a(n) ________.A、needB、necessityC、demandD、exchange6、________ is the act of obtaining a desired object from someone by offering something in return.A、ValuationB、ExchangeC、Market offeringD、Confiscation7、Which of the following statements reflects the marketing concept?A、Focus on making continuous product improvements.B、Undertake a large-scale selling and promotion effort.C、Emphasize an inside-out perspective.D、Consider customer focus and value as the paths to sales and profits.8、Cathy's Clothes is a small yet successful retail chain that sells women's clothing and accessories with a focus on buyers who have relatively modest means. For this specific purpose, the firm has rolled out several marketinginitiatives aimed at women of a specific demographic. This is an example of ________.A、ambush marketingB、social marketingC、societal marketingD、target marketing9、Which of the following marketing management concepts is most likely to lead to marketing myopia?A、customer-driven marketing conceptB、product conceptC、societal marketing conceptD、marketing concept10、Henry Ford's philosophy was to perfect the Model T so that its cost could be reduced further for increased consumer affordability. This reflects the ________ concept.A、productB、productionC、sellingD、marketing11、Which of the following statements is true of the selling concept?A、It requires minimum promotion efforts.B、It creates long-term, profitable customer relationships.C、It takes an outside-in perspective.D、It is typically practiced with unsought goods.12、Which of the following marketing orientations holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do?A、the product conceptB、the production conceptC、the selling conceptD、the marketing concept13、Some fast-food restaurants offer tasty and convenient food at affordable prices, but in doing so they contribute to a national obesity epidemic and environmental problems. These fast-food restaurants overlook the ________ philosophy.A、marketing conceptB、product conceptC、production conceptD、societal marketing concept14、The primary key to delivering customer satisfaction is to match product performance with ________.A、the performance of competitive productsB、competitive pricesC、customer expectationsD、limited customer services15、Sally recently purchased Brand X lotion. In comparing her perception of how the lotion made her skin feel and look to her expectations about Brand X lotion, Sally was measuring her level of ________.A、share of customerB、customer satisfactionC、customer equityD、customer-perceived value16、Which of the following strategies would a company most likely use to increase customer satisfaction?A、decreasing the variety of offered servicesB、divestingC、lowering pricesD、"firing" unprofitable customers17、"Losing a customer once means losing the entire stream of possible purchases that the customer would make over an extended period of patronage." This statement specifically indicates loss in terms of ________.A、customer-perceived valueB、marketing offeringsC、partner relationship managementD、customer lifetime value18、Which of the following refers to the total combined customer lifetime value of all of the company's current and potential customers?A、share of customerB、marketing mixC、customer equityD、target market19、Customers can be classified into four relationship groups based on their profitability and projected loyalty. Which customer type is associated with high profitability and long-term loyalty?A、barnaclesB、strangersC、butterfliesD、true friends20-22 Refer to the scenario below to answer the questions.Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Atop a cliff overlooking the Maine coast, Seagull Terrace had attracted thousands of visitors during summer, but then faced a tremendous downturn in business during winter. "But, given the established industries in the nearby towns, very little year-round competition, and our close proximity to Portland," Carol added, "I couldn't understand why seasonality had to hit Seagull Terrace so hard!"So Carol spent her first winter devising a new marketing plan. She put together a promotional package designed to attract business travelers year-round. Carol's plan also involved a seasonal promotional gimmick—to be implemented from early winter to late spring—that would attract the same numbers as the large summer crowd. Her idea worked! During her second winter, Carol greeted numerous business travelers—both satisfied repeat guests as well as new guests who had been snagged by her promotional appeals."We still have a long way to go," Carol admitted. "Our delicatessen offers entrees that are a part of the local cuisine, but we'd like to expand that. We provide health club privileges off-site, but we'd like to eventually provideour own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I'm quite proud of the results." Carol then added, "Actually there are so many possibilities. With an indoor pool area, I will eventually offer weekend getaways throughout winter."20、Carol Veldt's plan also involves a seasonal promotional gimmick that she wants to promote aggressively. This is an example of the ________ concept.A、sellingB、marketingC、productD、production21、Renovations of the guest rooms at the Seagull Terrace and plans to add an indoor pool area are examples of the________ concept.A、sellingB、marketingC、productD、production22、Carol Veldt has decided to ask selected guests to participate in an extensive survey about their experience at Seagull Terrace and about their requirements in terms of amenities and cuisines. By implementing the suggestions she receives from guests, Carol would be following the ________ concept.A、productionB、productC、sellingD、marketing23、Which of the following is the first step in strategic planning?A、setting short-term goalsB、developing the business portfolioC、defining the organizational missionD、formulating the key marketing strategies24、A ________ documents an organization's purpose—what it wants to accomplish in the larger environment.A、vision statementB、mission statementC、business portfolioD、value proposition25、Which of the following is NOT a market-oriented business definition?A、"We empower customers to realize their dreams."B、"We make high-quality consumer food products."C、"We sell success and status."D、"We create the Hilton experience."26、Companies that define their missions in terms of products or technologies are considered myopic primarily because________.A、products and technologies result in low returns on investmentB、consumer preferences with regard to products and technology are difficult to predictC、consumer preferences for different product categories vary from time to timeD、products and technologies eventually become outdated27、Which of the following is NOT an example of product-oriented mission statements?A、"We are an online library."B、"We run theme parks."C、"We sell athletic shoes."D、"We sell memorable experiences."28、The collection of businesses and products that make up a company is called its ________.A、strategic business unitB、supply chainC、strategic planD、business portfolio29、According to the Boston Consulting Group approach, ________ provides a measure of market attractiveness.A、product attributeB、product designC、market penetrationD、market growth rate30、According to the Boston Consulting Group approach, ________ serves as a measure of company strength in the market.A、relative market shareB、product developmentC、market diversificationD、product attribute31、The pharmaceuticals division of Omni Healthcare holds low market share in a high-growth market. According to the BCG matrix, the pharmaceuticals division of Omni can be classified as a ________.A、starB、bearC、question markD、cash cow32、Making more sales to current customers without changing a firm's products is known as ________.A、market segmentationB、market penetrationC、product diversificationD、product development33、The managers of Arrow, an American retail chain, are currently reviewing new demographic markets to sell the firm's current products. This is an example of ________.A、market penetrationB、product developmentC、mass marketingD、market development34、Elmo Corp., a manufacturer of personal computers and printers, recently established an office furniture exporting business. This is an example of ________.A、niche marketingB、local marketingC、diversificationD、product adaptation35、This type of business plan involves adapting the firm to take advantage of opportunities in its constantly changing environment.A、annual planB、marketing planC、strategic planD、long-range plan36、A good mission statement should be all of the following except _____.A、market orientedB、product orientedC、realisticD、motivating37、The organization should base its mission statement on its _____.A、profitable goalsB、customers’welfareC、product’s valueD、distinctive competencies38、Which of the following is an example of market penetration for Starbucks?A、adding drive-thru windows to their current coffee shopsB、adding new stores in the SoutheastC、adding hot breakfast items to the menuD、buying Hear Music39、Which of the “P’s”listed below relates to a customer’s cost?A、productB、placeC、priceD、promotion40-43 Refer to the scenario below to answer the questions.Fun-Spot Fun Park began as a small amusement park in 1985. With nothing more than a merry-go-round, a slide, pony rides, and an ice cream stand, Fun-Spot grew into a popular family attraction with 20 rides, a restaurant, and an outdoor performing arts theater."My wife, Gail, and I didn't know what we were getting into," commented Ron Hart, the owner. "We just knew that weekenders coming to the lakes in our rural area represented an untapped market."Today, thousands of visitors flock to Fun-Spot: families, children of all ages, and even senior citizens who enjoy strolling through the gardens and the arbors. "There's something here for everyone," Gail Hart said with a smile. "Dozens of companies hold annual company picnics here. We have welcomed class field trips. And we even had one wedding here at the park!""Here's the funny thing," Ron chimed in. "We really don't know why we've been so successful. There is nothing else like Fun-Spot Fun Park in the area. We were just lucky." "I think it's the ambience of the park that has brought so many visitors," Gail added. "We provide a 'total package' of entertainment. Plus, we try to change our rides and various attractions from time to time for variety."Ron and Gail Hart admitted that making every visitor happy is a priority. "That has always been our philosophy," they said. "Like the park's motto at the entrance reads, 'We're here to make you happy!' And we've always been able to deliver on that because we've never allowed ourselves to grow too big too quickly."40、Fun-Spot's mission is ________.A、product orientedB、technology orientedC、market orientedD、design oriented41、Fun-Spot Fun Park represents a high-growth, high-share business. According to the BCG matrix, it can be classified asa ________.A、starB、question markC、bearD、cat42、Ron and Gail plan to lower Fun-Spot's prices in an effort to encourage customers to stay longer, visit more often, and spend more money during each visit. What type of strategy are Ron and Gail planning?A、market penetrationB、market developmentC、product developmentD、product adaptation43、Ron and Gail, owners of Fun-Spot, strive to provide new offerings and entertainment options for their visitors. This type of strategy can be best described as ________.A、market penetrationB、market developmentC、product developmentD、niche marketing⼆、判断题1、The difference between human needs and wants is that needs are not created by marketers.2、Marketing is managing profitable customer relationships.3、The societal marketing concept calls on marketers to balance consumer wants and desires, company profits, and society's interests.4、Fast Food, Inc. views marketing as the process of finding and retaining profitable customers by providing them with the food they want. Fast Food, Inc. practices societal marketing.5、The marketing mix refers to the set of marketing tools the firm uses to implement its marketing strategy.6、Managers are correct in thinking that, “doing things right”(implementation) is more important than, “doing the right things”(strategy).7、A company should target segments in which it can profitably generate the greatest customer value and sustain it over time.。
营销学原理A09
三、评估渠道成员
1、契约约束和销售配额 一开始就明确经销商的责任并签订合同 针对经销商的区域制定销售配额
《营销学原理》黄辉
三、评估渠道成员
2、测量中间商的主要方法 纵向比较 横向比较
《营销学原理》黄辉
四、改进渠道
1、帮助渠道成员改进管理，提高业绩 2、更换渠道成员 3、改进渠道模式
《营销学原理》黄辉
二、分销渠道的限制因素
2、产品特性 产品的易腐性 产品的单位价值、重量大小 产品的技术性要求 产品的季节性
《营销学原理》黄辉
二、分销渠道的限制因素
3、中间商特性 不同类型的中间商对销售给与的支持程度是
不同的 运输、储存、广告、市场信息收集等
《营销学原理》黄辉
二、分销渠道的限制因素
三、分销渠道的决策项目
1、确定渠道的宽度 2、确定渠道的长度
《营销学原理》黄辉
四、中间商提供的服务
1、中间商所提供的运输、储存等 2、中间商人员培训、退货等 3、中间商对制造商的配合程度
《营销学原理》黄辉
五、制造商提供的协助
1、促销、广告的支持 2、各种管理上的支持 3、各种折扣、激励措施、优惠政策等
《营销学原理》黄辉
《营销学原理》黄辉
宜家家居
《营销学原理》黄辉
本章知识
1、分销渠道的含义、功能 2、分销渠道的结构（长度、宽度） 3、分销渠道决策的内容 4、分销渠道管理的内容 5、批发商的含义及类型 6、零售商的含义及类型
《营销学原理》黄辉
踏 实 ， 奋 斗 ，坚持 ，专业 ，努力 成就未 来。20.12.420.12.4Friday, December 04, 2020 弄 虚 作 假 要 不得， 踏实肯 干第一 名。11:42:1311:42:1311:4212/4/2020 11:42:13 AM 安 全 象 只 弓 ，不拉 它就松 ，要想 保安全 ，常把 弓弦绷 。20.12.411:42:1311:42Dec-204-Dec-20 重 于 泰 山 ， 轻于鸿 毛。11:42:1311:42:1311:42Friday, December 04, 2020 不 可 麻 痹 大 意，要 防微杜 渐。20.12.420.12.411:42:1311:42:13December 4, 2020 加 强 自 身 建 设，增 强个人 的休养 。2020年 12月 4日上午 11时42分 20.12.420.12.4 追 求 卓 越 ， 让自己 更好， 向上而 生。2020年 12月 4日星 期五上 午11时 42分13秒 11:42:1320.12.4 严 格 把 控 质 量关， 让生产 更加有 保障。 2020年 12月上 午11时 42分20.12.411:42December 4, 2020 重 规 矩 ， 严 要求， 少危险 。2020年 12月 4日星期 五11时 42分13秒 11:42:134 December 2020 好 的 事 情 马 上就会 到来， 一切都 是最好 的安排 。上午 11时42分 13秒 上午11时 42分 11:42:1320.12.4 每 天 都 是 美 好的一 天，新 的一天 开启。 20.12.420.12.411:4211:42:1311:42:13Dec-20 务 实 ， 奋 斗 ，成就 ，成功 。2020年 12月 4日星期 五11时 42分13秒 Friday, December 04, 2020 抓 住 每 一 次 机会不 能轻易 流失， 这样我 们才能 真正强 大。20.12.42020年 12月 4日 星 期五11时 42分 13秒20.12.4
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Chapter 9 Promotion（IMC-Integrated Marketing Communication）1）The first buyer-readiness stage is _____.A）awarenessB）knowledgeC）likingD）conviction2）Sales promotion involves building up a good corporate image, and handling or headingoff unfavorable rumors, stories, and events.3）If a company wanted to reach a geographically dispersed population, frequently, and at a low cost per exposure, then the company should use _____.A)advertisingB)personal sellingC)sales promotionD)public relations4）Which of the following promotion tools involves building up a good corporate imageand handling unfavorable stories and events?A)sales promotionB)personal sellingC)direct marketingD)public relations5）Which of the following statements is true regarding today's marketing communications?A)Today's consumers are better informed about products and services.B)More customers have started relying on marketer-supplied information rather than finding out information on their own.C)Network television, magazines, newspapers, and other traditional mass media continue to increase their dominance.D)Focused marketing programs, which are designed to build closer relationships with customers in more narrowly defined micromarkets, are no longer used by marketers.6）Delia's is a clothing retailer that targets teenage girls. The company runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog, print ads, and Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all aspects. From this information, we can infer that Delia's is using ________.1A)buzz marketingB)experiential marketingC)integrated marketing communicationD)word-of-mouth marketing7）HP's advertising agency assembles words and illustrations into an advertisement that conveys the company's intended brand message. In the context of the communication process, HP is________.A)messagingB)decodingC)sendingD)encoding8) In a communication process, a receiver assigns meaning to the symbols encoded bya company in its advertisements through a process known as ________.A)integratingB)reciprocatingC)acknowledgingD)decoding9）In the communication process, the reaction of the receiver after being exposed to a message is called the ________.A)responseB)disturbanceC)noiseD)code10）Marketing communicators must be good at ________ messages that take into accounthow the target audience ________ them.A)delivering; encodesB)sending; encodesC)encoding; decodesD)retrieving; perceives11）A message showing a product's quality, economy, value, or performance is an example of a(n) ________ appeal.A)structuralB)rationalC)emotionalD)moral212）Moral appeals ________.A)relate to the audience's self-interest by showing that the product will produce the desired benefitsB)attempt to stir up either negative or positive emotions that can motivate purchaseC)range from love, joy, and humor to fear and guiltD)are directed to an audience's sense of what is "right" and "proper"13) Which of the following statements is true about personal communication channels?A)A magazine advertisement exemplifies the use of a personal communication channel.B)All personal communication channels are directly controlled by a company.C)Personal communication channels do not allow sending and receiving of feedback.D)Word-of-mouth influence uses a personal communication channel.14） If the pull strategy is effective, then consumers will demand the product from channel members, who will in turn demand it from producers.15）Which of the following statements is true regarding the affordable method for setting a promotion budget?A)It is mostly used by large businesses.B)It completely ignores the effects of promotion on sales.C)It tends to place promotion first among spending priorities.D)It leads to a certain annual promotion budget.16）Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.A)percentage-of-salesB)integratedC)competitive-parityD)objective-and-task17）Which of the following methods is used by companies to set their advertising budgets based on the industry average?A)percentage-of-sales methodB)affordable methodC)competitive-parity methodD)objective-and-task method318）Sam, the owner of a small company, learned that a competitor was planning to spend $150,000 on promotion in the next financial year. As soon as he learned this, Sam calledhis finance manager and said, "I want to spend $150,000 on promotion next year." In this case, which method of promotional budgeting does Sam use?A)the objective-and-task methodB)the competitive-parity methodC)the percentage-of-sales methodD)the affordable method19）Which of the following is the most logical budget-setting method?A)percentage-of-sales methodB)affordable methodC)competitive-parity methodD)objective-and-task method20）Which of the following is most likely a shortcoming of advertising?A)It is the most expensive promotion tool.B)It cannot reach masses of geographically dispersed buyers.C)It is impersonal and lacks the direct persuasiveness of company salespeople.D)It cannot trigger quick sales.21）________ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do.A)Differentiated marketingB)Public relationsC)Direct marketingD)Sales promotion22）A newspaper article announced that Connect Wireless, the sixth-largest wireless carrier in a country, was changing its name to M-Mobile and that to begin the makeover process it had replaced spokesperson Robert Garmon with Catherine Naylor. Which of the following elements of a promotion mix is represented in this example?A)sales promotionB)advertisingC)public relationsD)personal selling23）Which promotional tool is the most immediate, customized, and interactive?A) segmented advertising4B)sales promotionC)direct marketingD)horizontal diversification24）Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their auto body shops to use Glasis paint is an example of how a company uses ________.A)word-of-mouth influenceB)public relationsC)a pull strategyD)a push strategy25）John Deere does very little promoting of its lawn mowers and garden tractors to final consumers. Instead, John Deere's sales force works with Lowe's, Home Depot, independent dealers, and other channel members, who in turn sell John Deere products to final consumers. According to this information, which of the following promotion mix strategies is being used by John Deere?A)public relations strategyB)direct marketing strategyC)push strategyD)blitz strategy26)As mass markets have fragmented, marketers have shifted away from mass marketing.27)New communications technologies such as cell phones and the Internet give companies new media for interacting with targeted consumers, but these new technologies also give consumers more control over the advertising messages they receive.28)Large-scale advertising conveys a positive message about the seller's size, popularity, and success.29）The percentage-of-sales method wrongly views sales as the cause of promotion rather than as the result.30) Decoding is the process by which a sender puts his or her thoughts into a symbolic form. Answer: FALSE5。