市场营销英语版试题教学总结

4p：product、price、place、promotion、

4c：customer solution、customer cost、convenience、communication

4c的不足之处企业营销可能会在新的层次上统一化，不能形成个性化营销优势

4c以顾客需求为向导、但顾客需求有合理性和个别性问题

4c仍然没有体现既赢得客户、有长期的拥有客户关系营销思想、也没有解决满足顾客需求的操作性问题。

Concept check

What is marketing？

Answer：marketing is an organizational function and set of processes for creating communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

Marketing focuses on __discovering and satisfying consumer needs.

What are the four marketing mix elements that make up the organization”s marketing program?

Test bank

1 a study of marketing can :E

A enable you to be a more informed citizen

B help you in your career

C demonstrate how marketing affects your life

D make you a better consumer

E do all of above

3 prospective customers include:E

A individuals buying for themselves

B individuals buying for their households

C organizations that buy for their own use （such as manufacturers）

D organizations that buy for resale （such as wholesalers and retailers）

E do all of above

4 marketing seeks to discover the needs and wants of prospective customers and satisfy them 。essential to this process is the idea of exchange。To marketing people exchange refers to the：C

A place where people go to do business

B place where people return unwanted goods

C process whereby a buyer and seller trade something of value

D process of location _________ sellers

E _quisition of ________

5 which of the following conditions is necessary for marketing to occur D

A a physical location for an exchange to occur

B a tangible exchange

C advertising to express unrealized needs

D two or more parties with unsatisfied needs

E do all of above

6 an economics students would like to buy a miniscooter, but she cannot afford one. which of the following reasons explain why marketing fails to occur here ?

A two or more parties with unsatisfied needs

B a desire on the part of each to satisfy the other

C no assessments of consumer wants and needs

D a way to communicate

E an ability on the part of each to satisfy the ________

7 first task of marketing is to discover the needs of consumers.

8 a local university offers business courses for a specific target market composed ______________________________further degrees. which of the following would be the most effective way to communicate with the target market,_________________________?E

A put announcements on campus bulletin boards.

B distribute promotional materials during classes

C advise on national tv

D advise on local hip_hop radio shows

E advise in the local newspaper

9 Jakubowski Farms Gourmet Bread Base is the brand name for a mix designed for use in bread machines. The mixes are sold in 2 pound __________________________________, this is a description ________________D

A action plan

B market segmentation strategy

C mission statement

D marketing mix

E target market

10 the five major environmental factors in marketing are social technological economic competitive and regulatory.

11 if you ever talk to anyone who has flown on Singapore air. You will no doubt hear that individual __________________________. You can surmise Singapore air creates customer value by : the best service.

12 a business traveler joined the starwood Preferred guest program in order to earn points each time ________________________________________________________________________________. This example of A

A relationship marketing

B entropy

C customer valuation

D a marketing chian

The key elements of any business plan

1 the vision –where you see the organization in tow to five years

2 Your starting point-an analysis of where you are today

3 Your destination-what will the organization look like when you get there

4 The delta –what is the difference between where your starting point and destination, and

5 A budget-year by year month by month for the first year

Concept Check

1 What are competencies and why are they important?

A：Competencies are an organization’s special capabilities, including skills, technologies, and resources that distinguish it form other organizations, which if exploited, can lead to the organization’s success.

2. What is business portfolio analysis?

A: Business portfolio analysis studies a firm’s business units as though they were a collection of separate investment

1. Marketing Plans------SWOT+STP

Strengths

Weaknesses

Opportunities

Threats

Select Target Markets

Points of Difference

2. Marketing Plans—SWOT+STP

Strengths

Weaknesses

Opportunities

Threats

Market Segmentation

Set Marketing and Product Goals

Select Target Markets

Points of difference

Position the Product

3. BCG Growth-Share matrix

Milk the cow, to feed the problem child , in the hope that it will grow to be a star . and shoot the old dog.

Build build

Maintain niche

Divest

Star problem

Child

Harvest maintain

Maintain niche

Divest

Dog

BCG矩阵

该分析矩阵利用相对市场份额和产业相对销售增长率两个指标来分析企业的各个SBU的差别。

相对市场份额(Relative market share position)为企业的某个产品的销售额与该产业最大竞争公司的销售额之比，其以1.0为分界线：1.0以上为高相对占有率，1.0以下为低相对占有率。

产业销售增长率以销售额增长百分比表示，以10%为界，10%以上为高增长率，10%以下为低增长率。

Test bank

1 large organizations are often extremely complex. To deal with them, it is useful to understand:

A the two basic kinds of organizations

B the levels that exist in them

C the functional areas

D cross_ functional teams

E do all of above

2 Protcter and Gamble Co manufactures consumer products such as Crest toothpaste——P&G grew market share in 70%of its businesses because

A it was lucky

B it invented new products to solve customer problems

C it advertised to ----------more

D everyone --------------

3. Stakehoders：

A are really unimportant to a company

B are the people who are affected by what a company does and how well performs

C are only the customers of a company

D never include the government

4. George Zimmer the CEO of Men’ s Wearhouse is know to the public as the bearded company pitchman who sells suits and sport coats on TV declaring “I Guarantee it”He also says that to be successful, “Y ou have got to have a company that starts with trust and fairness” He aims to keep his employees happy and loyal. His ----sets the:

A corporate confirmation

B benefits statement

C organizational culture

D corporate profile

E business edge

5. A catalog retailer who set as its qualitative goal to reduce merchandise returns by 20%would have set _______goals:

A customer satisfaction

B employee welfare

C market share

D social responsibility

E profit

6.Pfizer Pharmaceuticatls is offering low-income senior citizens some of its most widely used prescriptions for $ 15 each

a month-much below the regular costs for three drugs . This program to better serve senior citizens likely grew of a________ goal

A profit

B unit sales

C sales revenue

D market share

E social responsibility

7.Rhone-Poulence is an international French company that produce and markets a variety of chemicals and pharmaceuticals .-------------------------This ability attract some of the finest minds in the world to its workforce is an example of a(n):

A synergistic capacity

B market accomplishment

C unsought benefit

D product development strategy

E competency

8.DVD Overnight is a company that rents DVD movies by mail using the Web .it jumped into an industry where there were no firm leaders but lots of competitors and establishied a loyal clientele by seizing the opportunity to provide a service that was not available through other ----------------------------------------

A viable mission

B competitive advantage

C tactical innovation

D benchmarking-focus

E sales-orientation

9.The Boston Consulting Group(BCG) uses an approach to__________ that analyzes a firm’s business units (called strategic business units, or SUBs) as though they were a collection of separate investments.

A target marketing

B business portfolio analysis

C marketing strategic--------

D market __________

E stock market _________

10. several years ago , Black & Decker purchased General Electric”s small appliances product line. _______________________________________________.you should know this small appliance line would be classified as a:B

A dog

B cash cow

C question mark

D star

11. Assume McDonald is engaging in a market penetrating strategy . which of the following actions best illustrates a market penetrating strategy?D

A opening the first McDonald in china

C adding a line of new deli sandwiches to the

D running a promotion based on the monopoly whereby customer have chance to win price

12 What are the three steps involved in the planning phase of the strategic marketing process?_____________________________________________________________________________________________ ___________________________________________

13. the 911 and the pentagon led to many changes in the way people conducted their lives. _________________________________________________’For American greetings the 911 was an example of an : D

A strength

B weakness

C threat

D opportunity

第3章

Clearly it is not practical to study absolutely everything

■Monitor- broad trends, issues and events. Develop a list of relevant publications. Check regularly.

■Identify- what are significant to the organization.

■Evaluate- the impact of the trends in its current markets.

■Forecast- where the trends are heading, and examine the threats or opportunities they are likely to bring in the future.

■Evaluate- the impact on the firm’s long-term strategy

1. Which of the following statements about environmental scanning is true?

A. Environmental scanning changes the marketing environment

B. Environmental scanning identifies and explains potential trends

C. Environmental scanning is an annual event

D. Environmental scanning focuses primarily on geographical and meteorological factors

E. All of the above statement about environmental scanning are true

2. The Lemon Tree is a high-fashion boutique selling top-of-the-line women’s clothing knowing the customer’s changing tastes and providing something different from other retailers. In addition, because of the high value of the merchandise. The Lemon Tree’s management is exploring the use of computerized inventory controls and sales order processing. From this description, one can infer that the environmental category of least importance to the Lemon Tree is:

A. economic

B. regulatory

C. technological

D. social

E. competitive

3. Businesses have discovered that they can grow bigger by targeting smaller groups of consumers. These groups are increasingly defined as a generation related to important life experiences. The reason is that people who _______ form brand loyalties that could last a lifetime.

A. transition

B. begin college

C. retire

D. are in elementary school

E. get married

4. Concern for health and fitness is one reason 51 million people in the United States report that they are trying to control their weight. This concern represents:

A. changing values

B. change in population composition

C. demographic change

D. increase in value consciousness

E. Changing ethnic composition

6. One reason some people don’t like to buy clothing from Internet retailers is the inability to know if the clothes will fit once they have arrived. This is an example of ______ forces of the marketing environment.

A. economic

B. regulatory

C. competitive

D. social

E. technological

7. The Electronic signatures in global and National Commerce Art makes digital signatures as valid as non-digital pen-and-ink signatures. This act created a demand for software and hardware that would collect, transmit, and receive digital signatures. This example indicates how ________ forces can work together in the marketing environment.

A. technological and regulatory

B. technology and competitive

C. social and competitive

D. technology and social

E. regulatory and economic

8. The social forces of the environment include the ________ of the population and its values. Changes in these can have a dramatic impact on marketing strategy.

A. living standards

B. social class

C. demographic characteristics

D. dialect

E. taste in music

第4章

■Personal Moral Philosophy and Ethical Behavior

?Moral Idealism

?Utilitarianism

Concept Check

1. What are ethics

A: Ethics are the moral principles and values that govern the actions and decisions of an individual or group. They serve as guidelines on how to act rightly and justly when faced with moral dilemmas.

2. What are four possible reasons for the present state of ethical conduct in the United States

A: ①Pressure on businesspeople to make decisions in a society with diverse value systems. ②Business decisions being judged publicly by groups with different values and interests. ③The public’s expectations of ethical behavior has increased.

④Ethical business conduct may have declined.

1. Many media today use pay-to-vote pails (in which respondents use a 900 telephone number to vote “yes”or “no”on a current issue) as a means of generating viewer or listener interest.

A. ethical but illegal

B. ethical and legal

C. unethical and illegal

D. unethical but legal

2. More than 70 percent of the physicians in the Maricopa County (Arizona) Medical Society agreed to establish a maximum fee schedule for health services to curb rising medical cost. All physicians were required to adhere to this schedule as a condition for membership in the society. The U.S. Supreme Court ruled that this agreement violated the Sherman Act and represented price fixing. This example illustrates that the physician’s action were:

A. ethical but illegal

B. ethical and legal

C. unethical and illegal

D. unethical but legal

3. China is the world’s largest tobacco-producing country and has 300 million smokers. The U.S. trade negotiators are acting:

A. ethically but illegally

B. ethically and legally

C. unethically and illegally

D. unethically but legally

4. ________ comprise the effective rules of the game, the boundaries between competitive and unethical behavior, and the codes of conduct in business dealings.

A. Societal norms

B. Cultural modes and mores

C. Business cultures

D. Fair trade practices

5. Michael Smolensky, is CEO of Lifeway Foods, lnc., based in Skokie, III………This is an example of:

A. economic espionage

B. reasonable inquiry

C. industry standardization

D. standard operating procedure

6. Economic espionage is most prevalent in which type of industries?

A. plastics

B. retail

C. logging and furniture manufacturing

D. high-tech

7. Procter & Gamble raises funds for the Special Olympics when consumers purchase selected company products. This is an example of:

A. goodwill marketing

B. public relations marketing

C. transactional marketing

D. cause marketing

第5章

CONSUMER PURCHASE DECISION PROCESS

■Consumer Behavior

■Purchase Decision Process

■Problem Recognition: Perceiving a Need

Concept Check

1. What are the two primary forms of personal influence?

A: opinion leadership, word of mouth

2. Marketers are concerned with which types of reference groups?

A: membership group, aspiraction group; dissociative

3. What two challenges must marketers overcome when marketing to Hispanics

A: diversity of its subcultures, the language barrier

Test Bank

1. Nike has developed a new cushioning substance for use in the soles of athletic shoes. The new

A. experience problem recognition

B. consult a public source of information

C. consult a personal source of information

D. make a purchase decision.

E. experience cognitive dissonance

2. When an elementary school teacher needed to buy poster board for her class, she remembered that she had found some poster board at three stores: her local 99 Cents Only store, Walgreen’s, and at her Family Dollar Store. What term best describes the information search method used by the teacher?

A. Personal external source

B. Public external source

C. Market-dominated external source

D. Internal search

E. Market-dominated internal source

3. A mother of two toddlers would most likely use an internal search process exclusively when purchasing:

A. a gift for a best friend

B. a DVD player

C. disposable diapers

D. perfume

E. a weekend getaway

4. The U.S. Army former advertising theme, “Be all that you can be”relied on which of the psychological influences on behavior?

A. Motivation

B. Learning

C. Perception

D. Lifestyle

5. An ad for The King’s Daughters’ School, a private academy for children, has the headline, “Living Up to Their Potential.”This ad is appealing to the parents’ desire to satisfy their children’s:

A. physiological needs

B. safety needs

C. social needs

D. personal needs

E. self actualization needs

6. For which of the following products is perceived risk likely to be the greatest for a female who has just taken her first job after college graduation?

A. A cell phone

B. Flowers to decorate her new apartment

C. A new outfit for her first day at work

D. A pair of jeans to wear on weekends

7. Your company is introducing a new line of activewear for teenagers and invites the members of the cheerleading squad to a private display of the line. This group consists of _______for activewear clothing.

A. syncratic decision makers

B. aspirational

C. opinion leaders

D. joint decision makers