2011-2012第一學(xué)期標(biāo)準(zhǔn)答案及評(píng)分標(biāo)準(zhǔn)

1、洛陽(yáng)理工學(xué)院 2011/2012 學(xué)年 第一學(xué)期國(guó)際市場(chǎng)營(yíng)銷期末考試試題卷標(biāo)準(zhǔn)答案及評(píng)分標(biāo)準(zhǔn)part i 填空：標(biāo)準(zhǔn)答案：1. creating; exchanging2. opportunities (o) and threats (t); strengths (s) and weakness (w).3. gross; disposable; discretionary4. socialization5. opinion6. purchase decision process7. repeated experience; thinking8. results; happening9. sy

2、stematic; objective; exploratory; conclusive10. segment; target; position11. core product, actual product; augmented product12. functions and benefits13. introduction; growth; maturity; decline14. brand stretching15. primary; secondary; shipping16. market penetration; product development; market dev

3、elopment; diversification評(píng)分標(biāo)準(zhǔn)：每空1分，共40分part ii 選擇：標(biāo)準(zhǔn)答案：1-5: d b a b a 6-10: c b d d d評(píng)分標(biāo)準(zhǔn)：每個(gè)選項(xiàng)2分，共20分part iii 簡(jiǎn)答：標(biāo)準(zhǔn)答案：1. product life cycle (plc) is the stage through which individual products develop over time. the classic product life cycle has four stages: introduction, growth, maturity, and decl

4、ine.characteristics of each state: introduction stage: cost is very high, sales volume is low and there is no/little competition.（2分）growth stage: cost reduced due to economics of scale, sales volume and profits increases significantly, and competition begins to increase.（2分）maturity stage: cost ver

5、y low, sales volume peaks, and competition is most intense, price wars, at this point the market reaches saturation.(2分)decline stage: cost becomes high, sales volume decline, profitability diminish.（2分）評(píng)分標(biāo)準(zhǔn)：以上四點(diǎn)每點(diǎn)2分，本小題共8分。2. price skimming: the practice of introducing a new product on the market w

6、ith a high price and then lowering the price over time.（3分）for example, when the ball pen firstly appeared in the american market, its producer renault sold them to its retailers at $10, and then the ball pen are sold to customers at $20 (the market price >140 rmb), though the cost is only $0.5.

7、the price is high, however, customer were willing to buy, because at that time customers were curious about this type of pen. as time went on, other producers were attracted by the high profit and developed the same business, and now, the cost has been lowered significantly, and the market price is

8、only around 1rmb.（3分）評(píng)分標(biāo)準(zhǔn)：以上每點(diǎn)3分，本小題共6分。3. five forces model: 標(biāo)準(zhǔn)答案：評(píng)分標(biāo)準(zhǔn)：以上圖示共5部分，每答對(duì)一點(diǎn)得1分，本小題共5分。4. follow the steps of the marketing plan 標(biāo)準(zhǔn)答案：defining the business mission （1分） setting marketing plan objectives （1分） performing a situation analysis （1分） defining a target market （1分） establishing co

9、mponents of the marketing mix（1分） implementation plan（1分）評(píng)分標(biāo)準(zhǔn)：以上每點(diǎn)1分，本小題共6分。part iv 標(biāo)準(zhǔn)答案：(1) the theoretical basis is the product life cycle (plc)（2分）, the japanese companies extended the plc by selling tv which were inits decline stage in japan to chinese market in which the black-and-white tv was in its introduction stage.