英文版市場營銷學(xué)期末試卷11

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SECTION1:TrueandFalse<TOTAL20marks>

Foreachofthefollowing,placea"T"ifthestatementis"true","F"ifthestatementisfalse.<20marks,2marks/Question>

___T__1.Competitiveadvantageisauniquestrengthrelativetocompetitors,oftenbasedonquality,time,costor,innovation.

___F__2.Marketsharecanbedefinedinbothcurrencyaswellasinunitssold.Becausebothratioscalculatemarketshare,marketsharewillbethesameforafirmregardlesswhichmeasurementisused.

___F_3.A"high-involvementpurchase"usuallyinvolvesaconsiderableamountoftimeresearchingtheproductandtheproductisaroutinepurchase.

___T_4.Acompanyengagedinenvironmentalscanningiscontinuallyacquiringinformationoneventsoccurringoutsidetheorganizationtoidentifyandinterpretpotentialtrends.

__F__5.Attheinformationsearchstageofthepurchasedecisionprocess,aconsumercomparestheproductwithhisorherexpectationsandiseithersatisfiedordissatisfied.

____F__6.Acohesivemarketingmixconsistsoftheproduct,promotion,price,andpersonnel.

____F__7.Publicityisanypaidformofnonpersonalcommunicationaboutanorganization,good,serviceorideabyanidentifiedsponsor.

____T__8.Directmailandcatalogretailingareexamplesofnonstoreretailing.___F___9.Marketsegmentwouldhaveacollectionofprospectivebuyersthatarereadytobuy。

____F__10."Marketing"isbestdescribedas"promotion".

SECTION2:MultipleChoice：ChooseJustOneAnswer

<Total40,2Marks/Question>

1.__________arewhatisconsiderednormalandexpectedaboutthewaypeopledothingsinaspecificcountry.

A.MoralsB.Ethics

C.Values

D.Customs

Ans:d

2.Questionssuchas:"Whatadsdoyourememberseeingyesterday?"areanexampleofwhattypeofpost-test?

A.Aidedrecall

B.Unaidedrecall

C.Inquirytest

D.Attitudetest.

Ans:b

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3.Thegroupofbrandsaconsumerwouldconsideracceptablefromamongallthebrandsintheproductclassofwhichheorsheisawareisthe__________.

A.evaluativeset

B.evolvedset

C.considerationset

D.alternativeselectiongroup

E.aspirationgroupAns:c

4.Allactivitiesinvolvedinsellingrenting,andprovidinggoodsandservicestoultimateconsumersforpersonal,familyorhouseholduseareknownas:

A.Marketing

B.Retailing

C.PersonalSelling

D.Salespromotion

Ans:B

5.Aconsumer's__________referstothepersonal,socialandeconomicsignificanceofthepurchasetotheconsumer.

A.involvement

B.aspiration

C.acculturativeresponse

D.motivation

E.selectiveperceptionAns:a

6.AtwhatstageofthePLC<ProductLifeCycle>canahigherpriceusuallybecharged?

A.Introduction

B.Growth

C.Maturity

D.Decline

E.R&DEra

Ans:A.

7．Acompanythatsetsalowinitialpriceonanewproducttoappealimmediatelytothemassmarketisusing__________.

a)skimmingpricing

b)penetrationpricing

c)pricelining

d)odd-evenpricing

e)prestigepricing

Ans:b

8.UsingPriceasameasureofthequalityofaproductandsettingpricehighis:

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A.Prestigepricing

B.PricingLining

C.Pricingodd-even

D.Targetpricing

Ans:a

9.Themainreasonsafirmsegmentsitsmarketsare:

A.Torefinesalesforecastsandallowformoreproductdifferentiation.

B.Tocreatemoreword-of-mouthinamarket.

C.Tofocusadvertisingandmonitorsales

D.Torespondtodifferentneedsandwantsinmarketandincreasessalesandprofits

Ans:D

10.A<n>__________intheconsumerpurchasedecisionprocessoccurswhenconsumersscantheirmemoryforpreviousexperienceswithproductsorbrands.

A.problemrecognition

B.internalsearch

C.externalsearch

D.purchasetask

E.antecedentstate

Ans:b

11.Selectingtargetmarketsmeansusingcriteriasuchascostofreachthesegmentand__:

A.Sizeandexpectedgrowth

B.Marketinginvestment

C.Densityofpopulation

D.Valuesofcustomers.

Ans:a.

12.Using__________,manyretailersdeliberatelysellproductsbelowtheirnormalprices<andsometimesbelowcost>toattractattentionandinduceadditionalstoretraffic.

A.customarypricing

B.above-marketpricing

C.loss-leaderpricing

D.prestigepricing

E.skimmingpricing

Ans:c

Feedback:Loss-leaderpricingisdeliberatelypricingaproductbelowitscustomarypricetoattractconsumerattentiontoit.Itishopedthatcustomerswillbuyother,higher-marginproductswhileinthestore.

13.Melissahasjusttoldhersupervisor,"I'msogladIboughttheMotorolaRAZR2

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ratherthanthoseotherphonesIwaslookingat.Icandomyemail,accessmymusicandevensearchthewebwithit.It'slikehavingamini-computerinmypocket".WhichstageoftheconsumerpurchasedecisionprocessisdemonstratedbyMelissa'sconversation?

A.Problemrecognition

B.Informationsearch

C.Alternativeevaluation

D.Purchasedecision

E.Post-purchasebehavior

Ans:e

Feedback:Afterbuyingaproductaconsumercomparesitwithhisorherexpectationsandiseithersatisfiedordissatisfied.Theconsumermayattempttoreducecognitivedissonancebyreinforcingthebeliefthatheorshemadetherightchoice.Thisoccursatthepost-purchasestage.

14.Acountry'seconomicinfrastructureconsistsofallofthefollowingEXCEPT

__________.

A.distributionsystems

B.telephonelines

C.roads

D.banks

E.politicalsystem

Ans:e

Feedback:Communications,transportationsystems,financialservicesaswellasdistributionsystemscontributetoanation'seconomicinfrastructure.Thepoliticalsystem,whileimportantisnotincludedinthetermeconomicinfrastructure.15.Customersatisfactionisanimportantfocusformarketersbecause__________.

A.marketingresearchisaninexpensiveprocess

B.thefinancialvalueofaretainedcustomercanbesignificant

C.customervalueisanon-quantifiablestatistic

D.attractingnewcustomersiseasierthankeepingoldones

E.amarketdevelopmentstrategyispreferabletoamarketpenetrationstrategy

Ans:b

Feedback:Researchshowsthata5percentimprovementincustomerretentioncanincreaseacompany'sprofitsby70to80percent.

16.Betweenclasses,manycollegestudentsstopatconvenientlylocatedvendingmachinesfortheirfavoritecandybarandsoftdrink.Theirchoicesaregenerallymadequicklyandwithlittleornoefforttoconsideralternativeproductofferings.Thecollegestudentsdescribedherearemostlikelyinvolvedin__________.

A.limitedproblemsolvingsituations

B.routineproblemsolvingsituations

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C.extensiveproblemsolvingsituations

D.intensiveproblemsolvingsituations

E.unlimitedproblemsolvingsituations

Ans:b

Feedback:Routinepurchasedecisionsinvolvelow-priced,frequentlypurchasedproducts.Consumerstypicallyspendverylittleeffortortimeseekingorevaluatingalternatives.Purchasedecisionsresemblehabitualresponsesandaretypicaloflow-involvementdecisions.

17.Learningreferstobehaviorsthatresultfrom

A.Repetitionofexperience

B.Thinking

C.Observation

D.Repetitionofexperience,thinkingandobservation.

Ans:D.

18．Arecentinnovationinmarketingchannelswherebyonefirm'smarketingchannelisusedtosellanotherfirm'sproductsiscalled__________.

a)dualdistribution

b)astrategicchannelalliance

c)cooperativedistribution

d)anintegratedchannelalliance

e)amulti-channelventure

Ans:b

19.Thefourstepsinthesequentialbuildingprocessofbrandequityinclude__________,establishingabrand'smeaninginthemindsofconsumers,elicitingtheproperconsumerresponsestoabrand'sidentityandmeaningandtocreateaconsumer-brandconnection.

A.positivebrandawareness

B.productslowerinprice

C.easingconsumers'decisionmaking

D.productshigherinvalue

E.neededmarketmodification

Ans:a

Feedback:Thefourstepsinthesequentialbuildingprocessofbrandequityincludepositivebrandawareness,establishingabrand'smeaninginthemindsofconsumers,elicitingtheproperconsumerresponsestoabrand'sidentityandmeaningandtocreateaconsumer-brandconnection.

20.Whichofthefollowingisacompetition-basedpricingmethod?

A.Customary

B.Prestige

C.Skimming

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D.Pricelining

E.Penetrationpricing

Ans:a

Feedback:Customaryisacompetition-orientedapproach.

Section3:EssayQuestion<Total40Marks>

1.<Total10points>Forseveralyears,theFerrarihasbeenknownasthemanufacturerofexpensive,luxuryautomobiles.Thecompanyplanstoattractthemajorsegmentofthecarbuyingmarketwhopurchasesmediumpricedautomobiles.AsFerrariconsidersthistradingdownstrategy,whatbrandingstrategywouldyourecommend?<5points>Whatarethedisadvantagesordangerstoconsiderwithyourstrategy?<5points>

Answer:TradingdownforFerrariisveryrisky.Thecompanymaylosetheprofitable,uppermarketwhohaspurchasedtheirexpensivecars.FerrarimightdevelopanewcarandchooseadifferentItaliansoundingbrandname.Thecompanymightpromoteit'sheritageas"designedbythemakersofFerrari".Thisdifferentnamemightminimizetheaffectontheirloyalbuyers.Obviously,thisapproachmeansthecompanymust

spendmoremoneypromotingthenameofthisnewcar.multibrandingstrategy,i.e.differentbrandfordifferentmarketsegment.

Reasons:

1.goingtothelow-endmarket,usingdifferentbrandnamewillnotimpacttheFerrari’sbrandnamenegatively.

Danger:

Cost:becauseithastobuildthebrandnamefromtheverybeginning.

Answers

1．Usecorrectterminology:multibranding,ormultiproductbrandingstrategy.<2.5>

2．Givereasonsofwhyusemultibrandingormultiproductbranding.<2.5>

3．Dangers:5

2.Total<31points>

BognerInc.,ahighendsportswearcompany,isplanningonintroducinganewproductthiscomingfall:Asolardenimjacket.ThisjacketislinedwithsolarpatchesthathavethecapabilitytokeepyouriPod,cellphone,andlaptopchargedasyoumakeyourwaythroughtheday.Itcomesinavarietyofstylesappealingtobothgendersandispredominantlygearedtowardsyoungadults<teens,andindividualsintheirearlytomidtwenties>.

2a>BognerInc.isintheprocessofdevelopingthemarketingcommunicationsfortheintroductionofthesolardenimjacket.ThemarketingdirectorisinterestedindesigninganIntegratedMarketingCommunication<IMC>program.Explainhow

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yourIMCprogramdiffersfromanordinaryadvertising/promotionalcampaign,andwhatbenefititprovidesforthecompany.<5marks>

Answers

AnIMCdiffersfromanordinaryadvertising/promotionalcampaigninthatthemessageisconsistentacrossallmediaandpromotions.Areasarefullyintegrated.Allelementsofthemarketingcommunicationsprogramworktogethersynergistically.<2.5eachpoint>2b>WhatthestageofproductlifecycleistheBognersolardenimjacketin?Andwhatarethetypicalcharacteristicsof4Psofmarketingduringthatstageforthisproduct?<10marks>

Answers

ItisontheIntroductionphase<2mark>

<2each>

Product:Usuallyalimitedproductline.Forthisproductitcomesinavarietyofstylesbutnonethelesstheproductisessentiallythesame–asolardenimjacket.

Price:skimmingorpenetrationpricing.Inthisskimmingb/citisahighendretailer.Distribution:limiteddistribution

Promotion:objectiveduringtheintrostageistogainawareness.Primaryfocusofmarketingcampaignwillbetomakeconsumersawareofproduct;educatethemregardingthefunctionalityoftheproduct.

3c>Astheproductmovesalongthedifferentstagesoftheproductlifecycle,changesintheirstrategyisnecessary.List3differentstrategiesBognerInc.canusetoensuretheirgrowthcontinueslongersotheycanreapmoreprofit.Provideanexampleforeachstrategy.<6marks>

Answers

<2markseach–1markfortheterm,1markexplainingtheterm.>

1>marketpenetration<increaseadvertising,increaseawareness…>

2>productdevelopment<alsocalled‘productmodification/modifytheproduct><e.g.:addnewfeatures>

3>Marketdevelopment<alsocalled"marketmodification’/modifythemarket><e.g.:selltoothersegments>

OR

4>Repositioning<targetanewmarket><2marks>

OR:

-lowerprice<0.5marks>

-newdistributionchannels<0.5marks>

3.SellingtheFloatingBed<Total9points>

Afewmonthsago,anawardwas

givenby"CoolStuff"forthe"coolest

newinvention."Thewinnerwasthe

FloatingBedfromtheFloatingBed

Company.Theproductis-asthe

namesuggests-anovalshaped

"queensized"bedthathangsfromthe

ceiling.Ithasagentleswingforthe

sleeper<s>inthebed.

TheFloatingBedmoveslikeatrueone-pointpendulum.Itswingsgentlyandevenlyinallplanesanddirections.Theoverheadsuspensionandtheinertialforcescreatedbypendulummotionhelpstogentlyholdtheoccupant<s>inplace.Thebodyandbrainsubconsciouslyknowandenjoythemotion,whichfeelssecureandnurturing.Thisresultsinextraordinarilycomfortandrelaxation-thekeybenefitofthisproduct.

TheFloatingBedcansupportupto2000lbsandattachestoalmostanybedroomceilingusingitspatentedsuspensionsystem.

Accordingtothecompany,ifaconsumerdoesnotfindthattheFloatingBedprovidesthebestnightsleep,thebedcanbereturnedwitha30daymoneybackguarantee.

Referringtoinformationprovidedaboveanswerthefollowingquestions.

1.Pleasedescribethepotentialtargetmarketofthisfloatingbed.Pleaseusetheterminologiesyoulearnedinmarketing.<6points>

Answers

Studentsshouldusetheterminologies.Terminology1point,description1point.Demographical

Psychological

Geographical

3c>Whatpricingstrategywouldyourecommend,skimmingpricingorpenetrationpricing?Explainthereasonsofyourchoice.<3points>

Answers

Thereisnorightanswer.Aslongasstudentsindicate3reasons,theygetthepoints.

PenetrationPricing.

a.Settingalowinitialpriceonanewproducttoappealimmediatelytothemassmarketispenetrationpricing,theexactoppositeofskimmingpricing.

b.Theconditionsfavoringpenetrationpricingare:

Manysegmentsofthemarketarepricesensitive.

Alowinitialpricediscouragescompetitorsfromenteringthemarket.

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volumesincrease.

c.Afirmusingpenetrationpricingmay:

Maintaintheinitialpriceforatimetogainprofitlostfromitsl