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A,TrueorFalse(2’X10=20')
Itemssoldintheconveniencestoresareusuallymoreexpensivethansimilaritemssoldinthesupermarket。
Themarginaleffectofadvertisingonsalesisalwayssamethroughoutdifferentstagesofnewproductdiffusion.
StrategyguruMichaelPorter'sthree“generic"strategiesare:costleadership,diversification,andfocus.
Thesalesquantityofanewproductisevenlydistributedindifferenttimeperiods.
Post—purchasesatisfactionisafunctionoftheconsumer’sproductexpectationsandtheproduct’sperceivedperformance。
Personalcommunicationisamoreefficientwaytoincreaseconsumer’snewproductawarenesslevelthanadvertising
Newproductdevelopmentinvolvesveryhighcostandrisksoffailure.Therefore,companiesshouldnotdevelopnewproduct。
Thehighertheprice,thelowerthedemand,givenothersconstant.
Productlineextensioncouldpossiblydamagethereputationofthemotherbrand。
Marketingisbothanartandascience—thereisconstanttensionbetweentheformulatedsideandthecreativeside。
1,T2,G3,F(xiàn)4,F(xiàn)5,T,6,F7,F(xiàn)8,F(xiàn)9,T10,F
B.MultipleChoices(3'x10=30’)
1,ThecharacteristicsofservicesincludethefollowingcomponentsEXCEPT:
a,distinctiveness
b,intangibility
c,perishability
d,inseparability
2,Whatistheobjectiveofquantitydiscounttotheconsumers?
a,providemorewelfaretotheconsumers b,extractmoreconsumersurplus
c,attractmorecustomers d,noneoftheabove
3,GeneralMillsoffersdifferentproductlinesinChinamarketfromthoseinUS。WhatkindofstrategyGeneralMillsuseshereintheworldmarketplace?
a,pricediscrimination
b,costleadership
c,focus
d,differentiation
4,IfyougotoanationalelectronicappliancechainstoreinChina,youwillfindmoreairconditionersbutfewerheatersinsouthernChinawhereitishot.AchainstoreinnortheasternChinawhereitiscold,however,sellsmoreheatersbutfewerairconditioners.TheChinesechainstorerealizesthatthepeopleineachoftheseareasdonothavethesameneedsandshouldthereforenotbeofferedthesameproducts。Thisisanexampleof__________.
a。benefitssegmentation
b.geoclustering
c。demographicsegmentation
d.behavioralsegmentation
5,Inthebuyingcenter,__________arepeoplewhorequestthatsomethingbepurchased,includingusersorothers.
a.initiators b。influencers
c.deciders d.approvers
6,Bentleyproducesfineautomobileswithpricetagsinthe$300,000andaboverange.BecausethenumberofpeoplewithsufficientincometopurchaseaBentleyisrelativelysmall,wemightsayBentleyisengagedin__________marketing。
a。local
b.aggregated
c。individual
d。niche
7,Thesystematicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingthecompanyistermed__________。
a,thesalesreportingsystem
b,marketingresearch
c,marketingintelligence
d,thesalesforce
8,Whatarethetwosolutionstounprofitablecustomers?
a.Lowerfees;reduceservice.
b。Lowerfees;increaseservice。
c。Raisefees;increaseservice。
d。Raisefees;reduceservice。
9,Intheabsenceofnoticeableandrapidhealing,Susanisnotsurewhethershegotgoodservicebyherphysician。Medicalservicesareagoodexampleofthistypeofdifficulty—__________—wheretheconsumerfindshardtoevaluateevenafterconsumption.
a。searchqualities
b.experiencequalities
c。credencequalities
d。differentiationqualities
10,Intel,oneofthelargestproducersofintegratedcircuitchips,putsagreatdealofeffortintoexpandingproductionofchipstodrivedownthecostandthusexpandthemarket。Thisismostindicativeofthe__________concept.
a。production
b.product
c.customer
d.marketing
1,a2,b3,d4,b5,a6,d7,b8,d9,c10,a
C.ShortEssayQuestions(10’+10’=20’)
1,PerformalimitedSWOTanalysisfortheWal-Martcompany.(10’)
Strength:lowprice,scaleofeconomy,highbargainingpowertosupplierandcustomer,strongreputation
Weakness:lowservice
Opportunity:expansiontoothercountryandarea
Threat:stronglocalcompetitorswithestablishedrelationshipwithsuppliers.
2,HappyDaysseafoodrestaurantinSanyaofHainanProvincehasjustbeenboughtbyayoungandrichChinesebusinessman.ThenewownerwantstomakeHappyDaysstandoutamongthemanycompetitorsbybeingthehighestqualityrestaurant.ExplainatleastfivewaysHappyDaysqualitycouldbeimproved。(10')
Reliability
Assurance
Tangibles
\o"Empathy"
Empathy
,and
Responsiveness
OR.
Identifyhighqualityfood
Hirehighlyskilledchefsandwaitress
Standardizecookingandservingprocess
Cultivategoodmealenvironmentinrestaurant
Differentiateproductfeaturesandrelevantpricingstrategy
得分
D。LongEssayQuestions(30’)
ChinaPremiumLeagueFootballMatchisapopularTVprograminChina.
PleasediscussthemarketingeffortsofChinaPremiumLeagueFootballMatchitself,intermsoftraditionalmarketingmix:price,product,promotionandplace.Whatisdoingrightandwhatislefttobeimprovedinfuture?(15’)
Price:OK。Nottooexpensive.
Product:reallybad。Corruptioneverywhere。Iftheproductqualityistoobad,itmaydriveaudienceaway.
Promotion:OK。Withsomenewfeatures.
Place:OKcoveringallmajorcitiesin
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