英文版市场营销学期末试卷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 relation

2、ships by delivering _ to customers.a. competitive pricesb. superior valuec. superior serviced. superior promotione. product assortment 2. Customer satisfaction depends on the products perceived value relative to the buyers _.a. cost of obtaining the productb. expectationsc. cost of competing product

3、sd. 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 firm is

4、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, target mark

5、etingd. 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 more 6. To

6、day 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; convenience 7. This systematic collection and analysis o

7、f 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 data 8. Survey research is best suited for gathering _ information.a.personal

8、b.preferencec.attituded.descriptivee.exploratory9. Which form of data can usually be obtained more quickly and at a lower cost?a.primaryb.censusc.secondaryd.syndicatede.tertiary 10._ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics,

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

10、turesd.Motivese.Attitudes12.To marketers, more important than reality is _, the process by which people select, organize, and interpret information to form a meaningful picture of the world.a.personalityb.perceptionc.selective groupd.habitual behaviore.assessment 13. Markets can be segmented into gr

11、oups 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 differences and targ

12、et the whole market with one offer. What is their approach to segmenting?a. undifferentiated marketingb. differentiated marketingc. target marketingd. blanket marketinge. intelligent marketing 15. A segmenting approach that has been around for a long time that can be very effective_ tailors brands a

13、nd promotions to the needs and 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 unique characteristics or brand identification for which a significa

14、nt group of buyers is willing to make a special purchase effort.a. Shopping productsb. Unsought productsc. Specialty productsd. Industrial productse. Line extensions 17. A(n) _ is a name, term, sign, symbol, design, or a combination of these, that identifies that maker or seller of a product or serv

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

16、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. cannibalization 20. Which of the stages in the product life cycle is chara

17、cterized by rapid market acceptance, increasing sales, and increasing profits?a. introductionb. maturityc. growthd. declinee. development 21. What actually leads to greater competition in the maturity stage of the PLC?a. overcapacityb. many competitorsc. poor managementd. inadequate promotione. a la

18、ck of money22. Some companies have adopted a _ strategy, offering just the right 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 p

19、rice 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 products value set the _.a. demand curveb. floorc. ceilingd. variable coste. image 25. 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 the _.a. franchise organizationb. vertical marketing systemc. conventional m

21、arketing 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 as _.a. the vertical marketing sys

22、temb. the 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 companys _. a. direct marketingb. integrated marketingc. promotion mixd. compe

23、titive 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. advertising 30. A message showing a products quality, economy, value,

24、 or performance is called a _ appeal.a. structuralb. rationalc. emotionald. morale. linguistic 1. B2. B3. C4. A5. D6. D7. B8. D9. C10. A11. C12. B13. A14. A15. D16. C17. B18. A19. A 20. D21. A22. B.23. B24. C25. B26. A27. C28. C29. B30. BSection 2 Short Answer Questions (25%)Answer each question wit

25、h adequate knowledge you have learned in this course. You need to present your answer and the question number in the Attached Answer Sheet.1. Outline the four major steps in designing a customer-driven marketing strategy. (7%)Answer KeysThe first step is market segmentation: dividing a market into s

26、maller groups of buyers with distinct needs, characteristics, or behaviors, who might require separate products or marketing mixes. The company then identifies different ways to segment the market and develops profiles of the resulting market segment. The third step is differentiating the firms mark

27、et 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 competing products in the minds of target consumers.2. Discuss the importance of consumer perceptions of value and costs to setting prices. (8%)An