英文版市场营销学期末考试6.docx
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英文版市场营销学期末考试6.docx
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英文版市场营销学期末考试6
英文版市场营销学期末考试6
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Section1:
MultipleChoices(75%)
Thissectionhas30questions,eachworth2.5%.Foreachquestion,youmustchooseONLYonechoicewhichyouthinkbestfitsin.PleasetransferthecodeofyourchoiceintotheattachedAnswerSheet.
1.Marketingseekstocreateandmanageprofitablecustomerrelationshipsbydelivering________tocustomers.
a.competitiveprices
b.superiorvalue
c.superiorservice
d.superiorpromotion
e.productassortment
2.Customersatisfactiondependsontheproduct’sperceivedvaluerelativetothebuyer’s________.
a.costofobtainingtheproduct
b.expectations
c.costofcompetingproducts
d.costofthelostexperience
e.alloftheabove
3.ToreducedemandforspaceoncongestedexpresswaysinWashington,D.C.,theMetropolitanWashingtonCouncilofGovernmentshasattemptedtoengagein________.
a.targetmarketing
b.deregulation
c.demarketing
d.graymarketing
e.integration
4.Yourfirmisattemptingtodivideupthetotalmarkettodeterminethebest
segmentsitcanserve.Whichisthecorrectorderofdoingso?
a.marketsegmentation,targetmarketing,marketpositioning
b.targetmarketing,marketpositioning,marketsegmentation
c.marketpositioning,marketsegmentation,targetmarketing
d.marketsegmentation,marketpositioning,targetmarketing
e.massmarketing,demographicsegmentation,psychographicsegmentation
5.Acompanywithlimitedresourcesmightenteranewmarketbyserving________segment(s).
a.thelargest
b.themostprofitable
c.dual
d.oneorafew
e.threeormore
6.TodaythefourPsarecomparedtothefourCs.Productandplacearecalled________and________,respectively.
a.convenience;customersolution
b.customercost;convenience
c.communication;customersolution
d.customersolution;convenience
e.communication;convenience
7.Thissystematiccollectionandanalysisofpubliclyavailableinformationaboutcompetitorsanddevelopmentsinthemarketingenvironmentisveryuseful.Whatisitcalled?
a.marketingdata
b.marketingintelligence
c.Webmaster
d.salesandsalesmanagement
e.secondarydata
8.Surveyresearchisbestsuitedforgathering________information.
a.personal
b.preference
c.attitude
d.descriptive
e.exploratory
9.Whichformofdatacanusuallybeobtainedmorequicklyandatalowercost?
a.primary
b.census
c.secondary
d.syndicated
e.tertiary
10.________arepeoplewithinareferencegroupwho,becauseofspecialskills,knowledge,personality,orothercharacteristics,exertinfluenceonothers.
a.Opinionleaders
b.Habitualbuyers
c.Charismaticpersonalities
d.Perceptionists
e.Wildducks
11.________aredefinedassmallerculturalgroupsofpeoplewithsharedvaluesystemsbasedoncommonlifeexperiencesandsituations.
a.Alternativeevaluations
b.Cognitivedissonances
c.Subcultures
d.Motives
e.Attitudes
12.Tomarketers,moreimportantthanrealityis________,theprocessbywhichpeopleselect,organize,andinterpretinformationtoformameaningfulpictureoftheworld.
a.personality
b.perception
c.selectivegroup
d.habitualbehavior
e.assessment
13.Marketscanbesegmentedintogroupsofnonusers,ex-users,potentialusers,first-timeusers,andregularusersofaproduct.Thismethodofsegmentationiscalled________.
a.userstatus
b.usagerate
c.benefit
d.behavior
e.productfrequency
14.Massmarketers,suchasTargetandVentureStores,ignoremarketsegmentdifferencesandtargetthewholemarketwithoneoffer.Whatistheirapproachtosegmenting?
a.undifferentiatedmarketing
b.differentiatedmarketing
c.targetmarketing
d.blanketmarketing
e.intelligentmarketing
15.Asegmentingapproachthathasbeenaroundforalongtimethatcanbeveryeffective—________—tailorsbrandsandpromotionstotheneedsandwantsofspecificcities,neighborhoods,andevenspecificstores.
a.micromarketing
b.differentiatedmarketing
c.nichemarketing
d.localmarketing
e.AorD
16.________areconsumerproductsandserviceswithuniquecharacteristicsorbrandidentificationforwhichasignificantgroupofbuyersiswillingtomakeaspecialpurchaseeffort.
a.Shoppingproducts
b.Unsoughtproducts
c.Specialtyproducts
d.Industrialproducts
e.Lineextensions
17.A(n)________isaname,term,sign,symbol,design,oracombinationofthese,thatidentifiesthatmakerorsellerofaproductorservice.
a.service
b.brand
c.co-brand
d.internalmarket
e.externalmarket
18.Productmix________referstothenumberofdifferentproductlinesthecompanycarries.Procter&Gamblemarkets250brandsorganizedintomanyproductlines.
a.length
b.height
c.width
d.perimeter
e.depth
19.GeneralElectricworkedwithCulligantodevelopitsWaterbyCulliganProfilePerformancerefrigeratorwithabuilt-inCulliganwaterfiltrationsystem.Thisisanexampleof________.
a.brandextension
b.brandequity
c.co-branding
d.internalmarketing
e.cannibalization
20.Whichofthestagesintheproductlifecycleischaracterizedbyrapidmarketacceptance,increasingsales,andincreasingprofits?
a.introduction
b.maturity
c.growth
d.decline
e.development
21.WhatactuallyleadstogreatercompetitioninthematuritystageofthePLC?
a.overcapacity
b.manycompetitors
c.poormanagement
d.inadequatepromotion
e.alackofmoney
22.Somecompanieshaveadopteda________strategy,offeringjusttherightcombinationofqualityandgoodserviceatafairprice.
a.value-basedpricing
b.good-valuepricing
c.cost-pluspricing
d.low-priceimage
e.noneoftheabove
23.Lawyers,accountants,andotherprofessionalstypicallypricebyaddingastandardmarkupforprofit.Thisisknownas________.
a.variablecosts
b.cost-pluspricing
c.value-basedpricing
d.break-evenprice
e.penetrationpricing
24.Consumerperceptionsoftheproduct’svaluesetthe________.
a.demandcurve
b.floor
c.ceiling
d.variablecost
e.image
25.Bydefinition,aconventionaldistributionchannelconsistsofoneormoreindependentproducers,wholesalers,and________.
a.products
b.retailers
c.contracts
d.strangers
e.merchants
26.Themostcommontypeofcontractualagreementinbusinessisthe________.
a.franchiseorganization
b.verticalmarketingsystem
c.conventionalmarketingchannel
d.corporateVMS
e.scrambledsystem
27.Arecentmajortrend,wherebyproducersarebypassingintermediariesandgoingdirectlytofinalbuyers,orradicallynewtypesofchannelintermediariesareemergingtodisplacetraditionalonesisreferredtoas________.
a.theverticalmarketingsystem
b.thecorporatemarketingsystem
c.disintermediation
d.thecorporatemerger
e.ahostiletakeover
28.Thecommunicationtoolsacompanyusestopursueitsadvertisingandmarketingobjectivesisoftenreferredtoasthecompany’s________.
a.directmarketing
b.integratedmarketing
c.promotionmix
d.competitivemarketing
e.targetmarketing
29.Themajorpromotiontoolthatincludescatalogs,telephonemarketing,kiosks,theInternet,andmoreiscalled________.
a.salespromotion
b.directmarketing
c.affordablemethod
d.publicrelations
e.advertising
30.Amessageshowingaproduct’squality,economy,value,orperformanceiscalleda________appeal.
a.structural
b.rational
c.emotional
d.moral
e.linguistic
1.B
2.B
3.C
4.A
5.D
6.D
7.B
8.D
9.C
10.A
11.C
12.B
13.A
14.A
15.D
16.C
17.B
18.A
19.A
20.D
21.A
22.B.
23.B
24.C
25.B
26.A
27.C
28.C
29.B
30.B
Section2ShortAnswerQuestions(25%)
Answereachquestionwithadequateknowledgeyouhavelearnedinthiscourse.YouneedtopresentyouranswerandthequestionnumberintheAttachedAnswerSheet.
1.Outlinethefourmajorstepsindesigningacustomer-drivenmarketingstrategy.(7%)
AnswerKeys
Thefirststepismarketsegmentation:
dividingamarketintosmallergroupsofbuyerswithdistinctneeds,characteristics,orbehaviors,whomightrequireseparateproductsormarketingmixes.Thecompanythenidentifiesdifferentwaystosegmentthemarketanddevelopsprofilesoftheresultingmarketsegment.Thethirdstepisdifferentiatingthefirm’smarketofferingtocreatesuperiorcustomervalue.Thefinalstepismarketpositioning:
arrangingforamarketofferingtooccupyaclear,distinctive,anddesirableplacerelativetocompetingproductsinthemindsoftargetconsumers..
2.Discusstheimportanceofconsumerperceptionsofvalueandcoststosettingprices.(8%)
AnswerKeys
Customerperceptionsofvaluesettheupperlimitforprices,andcostssetthelowerlimit.However,insettingpriceswithintheselimitsthecompanymustthenconsiderotherinternalandexternalfactors.Internalfactorsaffectingpricingincludethecompany’soverallmarketingstrategy,objectives,andmarketingmix,aswellasotherorganizationalconsiderations.Externalfactorsincludethenatureofthemarketanddemand,competitors’strategiesandprices,andotherenvironmentalfactors.
3.Whatadvantagesdomultichanneldistributionsystemsofferintoday’smarkets?
(8%)
AnswerKeys
Whatistheprincipleadvantageofusingamultichanneldistributionsystem?
Witheachnewchannelinamultichanneldistributionsystemthecompanyexpandsitssalesandmarketcoverageandgainsopportunitiestotailoritsproductsandservicestothespecificneedsofdiversecustomersegments.
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