英文版市场营销学期末试卷

精选优质文档-----倾情为你奉上精选优质文档-----倾情为你奉上专心---专注---专业专心---专注---专业精选优质文档-----倾情为你奉上专心---专注---专业

SECTION1:TrueandFalse<TOTAL20marks>

Foreachofthefollowing,placea“T”ifthestatementis“true”,“F”ifthe

statementisfalse.(20marks,2marks/Question)

___T__1.Competitiveadvantageisauniquestrengthrelativetocompetitors,often

basedonquality,time,costor,innovation.

___F__2.Marketsharecanbedefinedinbothcurrencyaswellasinunitssold.

Becausebothratioscalculatemarketshare,marketsharewillbethesameforafirm

regardlesswhichmeasurementisused.

___F_3.A“high-involvementpurchase”usuallyinvolvesaconsiderableamountof

timeresearchingtheproductandtheproductisaroutinepurchase.

___T_4.Acompanyengagedinenvironmentalscanningiscontinuallyacquiring

informationoneventsoccurringoutsidetheorganizationtoidentifyandinterpret

potentialtrends.

__F__5.Attheinformationsearchstageofthepurchasedecisionprocess,a

consumercomparestheproductwithhisorherexpectationsandiseithersatisfied

ordissatisfied.

____F__6.Acohesivemarketingmixconsistsoftheproduct,promotion,price,and

personnel.

____F__7.Publicityisanypaidformofnonpersonalcommunicationaboutan

organization,good,serviceorideabyanidentifiedsponsor.

____T__8.Directmailandcatalogretailingareexamplesofnonstoreretailing.

___F___9.Marketsegmentwouldhaveacollectionofprospectivebuyersthatare

readytobuy。

____F__10.“Marketing”isbestdescribedas“promotion”.1/11

SECTION2:MultipleChoice：ChooseJustOneAnswer(Total40,2Marks/Question)

1.__________arewhatisconsiderednormalandexpectedaboutthewaypeopledo

thingsinaspecificcountry.

A.Morals

B.Ethics

C.Values

D.Customs

Ans:d

2.Questionssuchas:”Whatadsdoyourememberseeingyesterday?”arean

exampleofwhattypeofpost-test?

A.Aidedrecall

B.Unaidedrecall

C.Inquirytest

D.Attitudetest.

Ans:b

3.Thegroupofbrandsaconsumerwouldconsideracceptablefromamongallthe

brandsintheproductclassofwhichheorsheisawareisthe__________.

A.evaluativeset

B.evolvedset

C.considerationset

D.alternativeselectiongroup

E.aspirationgroup

Ans:c

4.Allactivitiesinvolvedinsellingrenting,andprovidinggoodsandservicesto

ultimateconsumersforpersonal,familyorhouseholduseareknownas:

A.Marketing

B.Retailing

C.PersonalSelling

D.Salespromotion

Ans:B

5.Aconsumer's__________referstothepersonal,socialandeconomicsignificance

ofthepurchasetotheconsumer.2/11

A.involvement

B.aspiration

C.acculturativeresponse

D.motivation

E.selectiveperception

Ans:a

6.AtwhatstageofthePLC(ProductLifeCycle)canahigherpriceusuallybe

charged?

A.Introduction

B.Growth

C.Maturity

D.Decline

E.R&DEra

Ans:A.

7．Acompanythatsetsalowinitialpriceonanewproducttoappealimmediatelytothemass

marketisusing__________.

a)skimmingpricing

b)penetrationpricing

c)pricelining

d)odd-evenpricing

e)prestigepricing

Ans:b

8.UsingPriceasameasureofthequalityofaproductandsettingpricehighis:

A.Prestigepricing

B.PricingLining

C.Pricingodd-even

D.Targetpricing

Ans:a

9.Themainreasonsafirmsegmentsitsmarketsare:

A.Torefinesalesforecastsandallowformoreproductdifferentiation.

B.Tocreatemoreword-of-mouthinamarket.

C.Tofocusadvertisingandmonitorsales

D.Torespondtodifferentneedsandwantsinmarketandincreasessalesand

profits

Ans:D3/11

10.A(n)__________intheconsumerpurchasedecisionprocessoccurswhen

consumersscantheirmemoryforpreviousexperienceswithproductsorbrands.

A.problemrecognition

B.internalsearch

C.externalsearch

D.purchasetask

E.antecedentstate

Ans:b

11.Selectingtargetmarketsmeansusingcriteriasuchascostofreachthesegment

and__:

A.Sizeandexpectedgrowth

B.Marketinginvestment

C.Densityofpopulation

D.Valuesofcustomers.

Ans:a.

12.Using__________,manyretailersdeliberatelysellproductsbelowtheirnormal

prices(andsometimesbelowcost)toattractattentionandinduceadditionalstore

traffic.

A.customarypricing

B.above-marketpricing

C.loss-leaderpricing

D.prestigepricing

E.skimmingpricing

Ans:c

Feedback:Loss-leaderpricingisdeliberatelypricingaproductbelowitscustomary

pricetoattractconsumerattentiontoit.Itishopedthatcustomerswillbuyother,

higher-marginproductswhileinthestore.

13.Melissahasjusttoldhersupervisor,"I'msogladIboughttheMotorolaRAZR2

ratherthanthoseotherphonesIwaslookingat.Icandomyemail,accessmymusic

andevensearchthewebwithit.It'slikehavingamini-computerinmypocket".

Whichstageoftheconsumerpurchasedecisionprocessisdemonstratedby

Melissa'sconversation?

A.Problemrecognition

B.Informationsearch

C.Alternativeevaluation4/11

D.Purchasedecision

E.Post-purchasebehavior

Ans:e

Feedback:Afterbuyingaproductaconsumercomparesitwithhisorher

expectationsandiseithersatisfiedordissatisfied.Theconsumermayattemptto

reducecognitivedissonancebyreinforcingthebeliefthatheorshemadetheright

choice.Thisoccursatthepost-purchasestage.

14.Acountry'seconomicinfrastructureconsistsofallofthefollowingEXCEPT

__________.

A.distributionsystems

B.telephonelines

C.roads

D.banks

E.politicalsystem

Ans:e

Feedback:Communications,transportationsystems,financialservicesaswellas

distributionsystemscontributetoanation'seconomicinfrastructure.Thepolitical

system,whileimportantisnotincludedinthetermeconomicinfrastructure.

15.Customersatisfactionisanimportantfocusformarketersbecause__________.

A.marketingresearchisaninexpensiveprocess

B.thefinancialvalueofaretainedcustomercanbesignificant

C.customervalueisanon-quantifiablestatistic

D.attractingnewcustomersiseasierthankeepingoldones

E.amarketdevelopmentstrategyispreferabletoamarketpenetrationstrategy

Ans:b

Feedback:Researchshowsthata5percentimprovementincustomerretentioncan

increaseacompany'sprofitsby70to80percent.

16.Betweenclasses,manycollegestudentsstopatconvenientlylocatedvending

machinesfortheirfavoritecandybarandsoftdrink.Theirchoicesaregenerally

madequicklyandwithlittleornoefforttoconsideralternativeproductofferings.

Thecollegestudentsdescribedherearemostlikelyinvolvedin__________.

A.limitedproblemsolvingsituations

B.routineproblemsolvingsituations

C.extensiveproblemsolvingsituations

D.intensiveproblemsolvingsituations

E.unlimitedproblemsolvingsituations5/11

Ans:b

Feedback:Routinepurchasedecisionsinvolvelow-priced,frequentlypurchased

products.Consumerstypicallyspendverylittleeffortortimeseekingorevaluating

alternatives.Purchasedecisionsresemblehabitualresponsesandaretypicalof

low-involvementdecisions.

17.Learningreferstobehaviorsthatresultfrom

A.Repetitionofexperience

B.Thinking

C.Observation

D.Repetitionofexperience,thinkingandobservation.

Ans:D.

18．Arecentinnovationinmarketingchannelswherebyonefirm'smarketingchannelisusedto

sellanotherfirm'sproductsiscalled__________.

a)dualdistribution

b)astrategicchannelalliance

c)cooperativedistribution

d)anintegratedchannelalliance

e)amulti-channelventure

Ans:b

19.Thefourstepsinthesequentialbuildingprocessofbrandequityinclude

__________,establishingabrand'smeaninginthemindsofconsumers,eliciting

theproperconsumerresponsestoabrand'sidentityandmeaningandtocreatea

consumer-brandconnection.

A.positivebrandawareness

B.productslowerinprice

C.easingconsumers'decisionmaking

D.productshigherinvalue

E.neededmarketmodification

Ans:a

Feedback:Thefourstepsinthesequentialbuildingprocessofbrandequityinclude

positivebrandawareness,establishingabrand'smeaninginthemindsofconsumers,

elicitingtheproperconsumerresponsestoabrand'sidentityandmeaningandto

createaconsumer-brandconnection.

20.Whichofthefollowingisacompetition-basedpricingmethod?

A.Customary6/11

B.Prestige

C.Skimming

D.Pricelining

E.Penetrationpricing

Ans:a

Feedback:Customaryisacompetition-orientedapproach.

Section3:EssayQuestion(Total40Marks)

1.(Total10points)Forseveralyears,theFerrarihasbeenknownasthe

manufacturerofexpensive,luxuryautomobiles.Thecompanyplansto

attractthemajorsegmentofthecarbuyingmarketwhopurchasesmedium

pricedautomobiles.AsFerrariconsidersthistradingdownstrategy,what

brandingstrategywouldyourecommend?(5points)Whatarethe

disadvantagesordangerstoconsiderwithyourstrategy?(5points)Answer:TradingdownforFerrariisveryrisky.Thecompanymay

losetheprofitable,uppermarketwhohaspurchasedtheir

expensivecars.Ferrarimightdevelopanewcarandchoose

adifferentItaliansoundingbrandname.Thecompany

mightpromoteit'sheritageas"designedbythemakersof

Ferrari".Thisdifferentnamemightminimizetheaffecton

theirloyalbuyers.Obviously,thisapproachmeansthe

companymustspendmoremoneypromotingthenameof

thisnewcar.

multibrandingstrategy,i.e.differentbrandfordifferentmarketsegment.

Reasons:

1.goingtothelow-endmarket,usingdifferentbrandnamewillnotimpactthe

Ferrari‟sbrandnamenegatively.

Danger:

Cost:becauseithastobuildthebrandnamefromtheverybeginning.

Answers

1．Usecorrectterminology:multibranding,ormultiproductbrandingstrategy.

(2.5)7/11

2．Givereasonsofwhyusemultibrandingormultiproductbranding.(2.5)

3．Dangers:5

2.Total(31points)

BognerInc.,ahighendsportswearcompany,isplanningonintroducinganew

productthiscomingfall:Asolardenimjacket.Thisjacketislinedwithsolar

patchesthathavethecapabilitytokeepyouriPod,cellphone,andlaptopchargedas

youmakeyourwaythroughtheday.Itcomesinavarietyofstylesappealingto

bothgendersandispredominantlygearedtowardsyoungadults(teens,and

individualsintheirearlytomidtwenties).

2a)BognerInc.isintheprocessofdevelopingthemarketingcommunicationsfor

theintroductionofthesolardenimjacket.Themarketingdirectorisinterestedin

designinganIntegratedMarketingCommunication(IMC)program.Explainhow

yourIMCprogramdiffersfromanordinaryadvertising/promotionalcampaign,and

whatbenefititprovidesforthecompany.(5marks)

Answers

AnIMCdiffersfromanordinaryadvertising/promotionalcampaigninthatthemessageis

consistentacrossallmediaandpromotions.Areasarefullyintegrated.Allelementsofthe

marketingcommunicationsprogramworktogethersynergistically.(2.5eachpoint)

2b)WhatthestageofproductlifecycleistheBognersolardenimjacketin?And

whatarethetypicalcharacteristicsof4Psofmarketingduringthatstageforthis

product?(10marks)

Answers

ItisontheIntroductionphase(2mark)

(2each)

Product:Usuallyalimitedproductline.Forthisproductitcomesinavarietyofstylesbutnone

thelesstheproductisessentiallythesame–asolardenimjacket.

Price:skimmingorpenetrationpricing.Inthisskimmingb/citisahighendretailer.

Distribution:limiteddistribution

Promotion:objectiveduringtheintrostageistogainawareness.Primaryfocusofmarketing

campaignwillbetomakeconsumersawareofproduct;educatethemregardingthe8/11

functionalityoftheproduct.

3c)Astheproductmovesalongthedifferentstagesoftheproductlifecycle,

changesintheirstrategyisnecessary.List3differentstrategiesBognerInc.can

usetoensuretheirgrowthcontinueslongersotheycanreapmoreprofit.Providean

exampleforeachstrategy.(6marks)

Answers

(2markseach–1markfortheterm,1markexplainingtheterm.)

1)marketpenetration(increaseadvertising,increaseawareness…)

2)productdevelopment(alsocalled„productmodification/modifytheproduct)(e.g.:addnew

features)

3)Marketdevelopment(alsocalled“marketmodification‟/modifythemarket)(e.g.:sellto

othersegments)

OR

4)Repositioning(targetanewmarket)(2marks)

OR:

-lowerprice(0.5marks)

-newdistributionchannels(0.5marks)

3.SellingtheFloatingBed(Total9points)

Afewmonthsago,anawardwas

givenby“CoolS”forthe

“coolestnewinvention.”Thewinner

wastheFloatingBedfromthe

FloatingBedCompany.Theproduct

is-asthenamesuggests-anoval

shaped“queensized”bedthathangs

fromtheceiling.Ithasagentleswing

forthesleeper(s)inthebed.

TheFloatingBedmoveslikeatrueone-pointpendulum.Itswingsgentlyandevenly9/11

inallplanesanddirections.Theoverheadsuspensionandtheinertialforcescreatedby

pendulummotionhelpstogentlyholdtheoccupant(s)inplace.Thebodyandbrain

subconsciouslyknowandenjoythemotion,whichfeelssecureandnurturing.This

resultsinextraordinarilycomfortandrelaxation-thekeybenefitofthisproduct.

TheFloatingBedcansupportupto2000lbsandattachestoalmostanybedroom

ceilingusingitspatentedsuspensionsystem.

Accordingtothecompany,ifaconsumerdoesnotfindthattheFloatingBedprovides

thebestnightsleep,thebedcanbereturnedwitha30daymoneybackguarantee.

Referringtoinformationprovidedaboveanswerthefollowingquestions.

1.Pleasedescribethepotentialtargetmarketofthisfloatingbed.Pleaseusethe

terminologiesyoulearnedinmarketing.(6points)

Answers

Studentsshouldusetheterminologies.Terminology1point,description1point.

Demographical

Psychological

Geographical

3c)Whatpricingstrategywouldyourecommend,skimmingpricingorpenetration

pricing?Explainthereasonsofyourchoice.(3points)

Answers

Thereisnorightanswer.Aslongasstudentsindicate3reasons,theygetthepoints.

PenetrationPricing.

a.Settingalowinitialpriceonanewproducttoappealimmediatelytothe

massmarketispenetrationpricing,theexactoppositeofskimming

pricing.

b.Theconditionsfavoringpenetrationpricingare:

Manysegmentsofthemarketarepricesensitive.10/11

Alowinitialpricediscouragescompetitorsfromenteringthemarket.

Unitproductionandmarketingcostsfalldramaticallyasproduction

volumesincrease.

c.Afirmusingpenetration