英文版市場營銷學(xué)期末試卷6

1、Section 1: Multiple Choices (75%)This section has 30 questions, each worth 2.5%. For each question, you must choose ONLY one choice which you think best fits in. Please transfer the code of your choice into the attached Answer Sheet.1. Marketing seeks to create and manage profitable customer relatio

2、nships by delivering to customers.a. competitive pricesb. superior valuec. superior serviced. superior promotione. product assortment2. Customer satisfaction depends on the product' s perceived value relative tothe buyer ' s .a. cost of obtaining the productb. expectationsc. cost of competin

3、g productsd. cost of the lost experiencee. all of the above3. To reduce demand for space on congested expressways in Washington,D.C., the Metropolitan Washington Council of Governments has attempted to engage in .a. target marketingb. deregulationc. demarketingd. gray marketinge. integration4. Your

4、firm is attempting to divide up the total market to determine the best segments it can serve. Which is the correct order of doing so?a. market segmentation, target marketing, market positioningb. target marketing, market positioning, market segmentationc. market positioning, market segmentation, tar

5、get marketingd. market segmentation, market positioning, target marketinge. mass marketing, demographic segmentation, psychographic segmentation5. A company with limited resources might enter a new market by serving segment(s).a. the largestb. the most profitablec. duald. one or a fewe. three or mor

6、e6. Today the four Ps are compared to the four Cs. Product and place are called and , respectively.a. convenience; customer solutionb. customer cost; conveniencec. communication; customer solutiond. customer solution; conveniencee. communication; convenience7. This systematic collection and analysis

7、 of publicly available information about competitors and developments in the marketing environment is very useful. What is it called?a. marketing datab. marketing intelligencec. Web masterd. sales and sales managemente. secondary data8. Survey research is best suited for gathering information.a. per

8、sonalb. preferencec. attituded. descriptivee. exploratory9. Which form of data can usually be obtained more quickly and at a lower cost?a. primaryb. censusc. secondaryd. syndicatede. tertiary10. are people within a reference group who, because of specialskills, knowledge, personality, or other chara

9、cteristics, exert influence on others.a. Opinion leadersb. Habitual buyersc. Charismatic personalitiesd. Perceptionistse. Wild ducks11. are defined as smaller cultural groups of people with sharedvalue systems based on common life experiences and situations.a. Alternative evaluationsb. Cognitive dis

10、sonancesc. Subculturesd. Motivese. Attitudes12. To marketers, more important than reality is , the process bywhich people select, organize, and interpret information to form a meaningful picture of the world.a. personalityb. perceptionc. selective groupd. habitual behaviore. assessment13. Markets ca

11、n be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called .a. user statusb. usage ratec. benefitd. behaviore. product frequency14. Mass marketers, such as Target and Venture Stores, ignore market segment

12、 differences and target the whole market with one offer. What is their approach to segmenting?a.undifferentiated marketingb.differentiated marketingc.target marketingd.blanket elligent marketing15. A segmenting approach that has been around for a long time that can be very effective ta

13、ilors brands and promotions to the needsand wants of specific cities, neighborhoods, and even specific stores.a. micromarketingb. differentiated marketingc. niche marketingd. local marketinge. A or D16. are consumer products and services with uniquecharacteristics or brand identification for which a

14、 significant group of buyers is willing to make a special purchase effort.a. Shopping productsb. Unsought productsc. Specialty productsd. Industrial productse. Line extensions17. A(n) is a name, term, sign, symbol, design, or a combinationof these, that identifies that maker or seller of a product o

15、r service.a. serviceb. brandc. co-brandd. internal markete. external market18. Product mix refers to the number of different product lines thecompany carries. Procter & Gamble markets 250 brands organized into many product lines.a. lengthb. heightc. widthd. perimetere. depth19. General Electric

16、worked with Culligan to develop its Water by Culligan Profile Performance refrigerator with a built-in Culligan water filtration system. This is an example of .a. brand extensionb. brand equityc. co-brandingd. internal marketinge. cannibalization20. Which of the stages in the product life cycle is c

17、haracterized by rapid market acceptance, increasing sales, and increasing profits?a. introductionb. maturityc. growthd. declinee. development21. What actually leads to greater competition in the maturity stage of the PLC?a. overcapacityb. many competitorsc. poor managementd. inadequate promotione. a

18、 lack of money22. Some companies have adopted a strategy, offering just theright combination of quality and good service at a fair price.a. value-based pricingb. good-value pricingc. cost-plus pricingd. low-price imagee. none of the above23. Lawyers, accountants, and other professionals typically pr

19、ice by adding a standard markup for profit. This is known as .a. variable costsb. cost-plus pricingc. value-based pricingd. break-even pricee. penetration pricing24. Consumer perceptions of the product'ues sveatl the .a. demand curveb. floorc. ceilingd. variable coste. image25. By definition, a

20、conventional distribution channel consists of one or more independent producers, wholesalers, and .a. productsb. retailersc. contractsd. strangerse. merchants26. The most common type of contractual agreement in business is thea. franchise organizationb. vertical marketing systemc. conventional marke

21、ting channeld. corporate VMSe. scrambled system27. A recent major trend, whereby producers are bypassing intermediaries and going directly to final buyers, or radically new types of channel intermediaries are emerging to displace traditional ones is referred to asa. the vertical marketing systemb. t

22、he corporate marketing systemc. disintermediationd. the corporate mergere. a hostile takeover28. The communication tools a company uses to pursue its advertising and marketing objectives is often referred to as the company' s a. direct marketingb. integrated marketingc. promotion mixd. competiti

23、ve marketinge. target marketing29. The major promotion tool that includes catalogs, telephone marketing, kiosks, the Internet, and more is called .a. sales promotionb. direct marketingc. affordable methodd. public relationse. advertising30. A message ShOWing a PrOduCt ' S quality, economy, value

24、, Or PeOrmance is called aappeal.a. StrUCtUraIb. rationalc. emotionald. morale. Iinguistic1.B2. B3. C4. A5. D6.D7. B8. D9. C10. A11. C12. B13. A14. A15. D16. C17. B18. A19. A20. D21. A22. B.23. B24. C25. B26. A27. C28. C29. B30. BSeCtiO n 2 Short An SWer QUeStiO ns (25%)AnSWer each question With ade

25、quate knoWIedge you have learned in this course. You need to PreSent your anSWer and the question number in the AttaChed An SWer Sheet.1. Outline the four major StePS in designing a CUStOmer-driven marketing strategy. (7%)An SWer KeySThe first SteP is market Segmentation: dividing a market into smal

26、ler groups of buyers With dist in Ct n eeds, CharaCteriStics, or behaviors, who might require SeParate PrOdUCtS or marketi ng mixes. The compa ny the n ide ntifies differe nt WayS to Segme nt the market and develops profiles of the resulting market Segment. The third SteP is differentiating the firm

27、 ' market Offering to Create SUPeriOr CUStOmer value. The final SteP is market POSitioning: arranging for a market Offering to OCCUPy a clear, distinctive, and desirable place relative to COmPet ing PrOdUCtS in the minds of target COn SUmerS.2. DiSCUSS the importa nce of COn SUmer PerCePti OnS of value and costs to Sett ing prices. (8%)An SWer KeySCUStOmer