完整版营销学原理作业1

1、对外经济贸易大学2021 2021学年第一学期?营销原理?第一次测验题答卷课程代码及课序号：MKT206 1请注意填写学号！ !学号：姓名：成 绩：班级： 课序号： 任课教师： 薛佳奇题号III合计分值I. Multiple Choice. Select the one choice that best completes the statement or answers the question.请将答案写在下面的表格中！Score题号12345678910答案题号1112131415答案II. True or False? Judge every statement with a '

2、; T5r ' Fmark.请将答案写在下面的 表格中！ Score题号16171819202122232425答案MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.1) Marketing seeks to create and manage profitable customer relationships by deliveringto customers.A) superior promotionB) superior val

3、ueC) competitive pricesD) product assortmentE) superior service2) are ones to which the individual wishes to belong, as when a teenage basketball player hopes to play someday for the Los Angeles Lakers.A) Social class groupsB) Reference groupsC) Membership groupsD) Aspirational groupsE) Leisure grou

4、ps3) Today, marketing must be understood in terms of not just making a sale but also.A) understanding customers' self - imagesB) understanding customers' valueC) successfully remaining in the marketD) brilliant advertisingE) satisfying customers' needs4) People change the goods and servi

5、ces they buy over time because of two important factors. They are.A) belief and attitudeB) groups and learningC) age and life -cycle stageD) perception and personalityE) family and tradition5) At the corporate level, a company starts the strategic planning process by defining its overall purpose and

6、.A) valuesB) visionC) missionD) opinionsE) strengths6) People can form different perceptions of the same stimulus because of three perceptual processes. All of the following name these processes except.A) selective attitudeB) selective attentionC) selective retentionD) selective distortion7) A probl

7、em with using the BCG matrix centers around the fact that it isoriented instead of oriented.A) now; marketB) now; futureC) financially; customerD) customer; supplierE) future; now8) What can we say about business purchasers compared to consumer purchasers?A) They deal with far fewer but far larger b

8、uyers.B) Business buyers almost always work in committees.C) They are paid and the consumer is not paid for buying.D) Derived demand exists between business purchasers.9) All of the groups within a company are called the.A) internal environmentB) rangeC) diversityD) cultureE) climate10) In a typical

9、 organization, buying activity consists of two major parts: the buying and the buying.A) deciders; influencersB) time; reorder pointC) economic order quantity; reorder pointD) committee; timeE) center; decision process11) An MIS consists of people, equipment, and procedures to gather, sort, evaluate

10、, and distribute information to marketing decision makers.A) testB) critiqueC) analyzeD) assessE) test market12) Many firms are making an effort to identify smaller, better-defined target groups by usingA) mass marketingB) user ratesC) multiple segmentation basesD) loyalty segmentationE) positioning

11、13) Which of the steps in the marketing research process has been left out: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings?A) choosing the research methodB) developing the research planC) choosing the research agencyD) devel

12、oping the research budgetE) comparing and contrasting primary and secondary data14) Niching offers smaller companies the opportunity to compete by focusing their limitedresources on serving niches that may be or larger companies.A) unimportant to; unwanted byB) unimportant to; overlooked byC) unknow

13、n by; unwanted byD) too small; undesirable to15) The way to begin marketing research is to gather secondary data, which consists of information.A) that does not currently exist in an organized formB) that already exists somewhere, having been collected for another purposeC) that the researcher can o

14、btain through surveys and observationD) used by competitionE) that already exists somewhereTRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false.16) When dividing the beer market into heavy beer drinkers , light beer drinkers " and rare beer drinkers &

15、quot;, the basis of segmentation is the behavior.17) Smart marketers look beyond the attributes of the products and services they sell.They create brand experiences for consumers.18) A purchase decision process begins with the need recognition and ends with the purchase behavior.19) One division of

16、your company is a low -growth, high -share business. This unit is referred to as a star.20) Noneconomic factors such as depressed business firms, minority -owned firms, or small business firms play a role in government buying.21) A marketing analysis includes evaluating the company's situation,

17、markets, environment, strengths and weaknesses, and current and possible marketing actions to determine which opportunities it can best pursue.22) Because there is such variation among the economies of countries around the world, it is not practical to segment international markets on the basis of economic factors.23) Too much information can be as harmful as too little.24) A product's position is the way the product is defined by the retailers who sell it to target markets. I