市场营销英语版试题

4p：product、price、place、promotion、4c:customersolution、customercost、convenience、communication4c的不足之处企业营销可能会在新的层次上统一化，不能形成个性化营销优势4c以顾客需求为向导、但顾客需求有合理性和个别性问题4c仍然没有体现既赢得客户、有长期的拥有客户关系营销思想、也没有解决满足顾客需求的操作性问题。ConceptcheckWhatismarketing?Answer:marketingisanorganizationalfunctionandsetofprocessesforcreatingcommunicating,anddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders.Marketingfocuseson__discoveringandsatisfyingconsumerneeds.Whatarethefourmarketingmixelementsthatmakeuptheorganization”smarketingprogram？Testbank1astudyofmarketingcan:EAenableyoutobeamoreinformedcitizenBhelpyouinyourcareerCdemonstratehowmarketingaffectsyourlifeDmakeyouabetterconsumerEdoallofaboveprospectivecustomersinclude:EAindividualsbuyingforthemselvesBindividualsbuyingfortheirhouseholdsCorganizationsthatbuyfortheirownuse(suchasmanufacturers)Dorganizationsthatbuyforresale(suchaswholesalersandretailers)Edoallofabovemarketingseekstodiscovertheneedsandwantsofprospectivecustomersandsatisfythem.essentialtothisprocessistheideaofexchange.Tomarketingpeopleexchangereferstothe：CAplacewherepeoplegotodobusinessBplacewherepeoplereturnunwantedgoodsCprocesswherebyabuyerandsellertradesomethingofvalueDprocessoflocation sellersE_quisitionof whichofthefollowingconditionsisnecessaryformarketingtooccurDAaphysicallocationforanexchangetooccurBatangibleexchangeCadvertisingtoexpressunrealizedneedsDtwoormorepartieswithunsatisfiedneedsEdoallofaboveaneconomicsstudentswouldliketobuyaminiscooter，butshecannotaffordone.whichofthefollowingreasonsexplainwhymarketingfailstooccurhere?AtwoormorepartieswithunsatisfiedneedsBadesireonthepartofeachtosatisfytheotherCnoassessmentsofconsumerwantsandneedsDawaytocommunicateEanabilityonthepartofeachtosatisfythe firsttaskofmarketingistodiscovertheneedsofconsumers.alocaluniversityoffersbusinesscoursesforaspecifictargetmarketcomposed furtherdegrees。whichofthefollowingwouldbethemosteffectivewaytocommunicatewiththetargetmarket， ?EAputannouncementsoncampusbulletinboards。BdistributepromotionalmaterialsduringclassesCadviseonnationaltvDadviseonlocalhip_hopradioshowsEadviseinthelocalnewspaperJakubowskiFarmsGourmetBreadBaseisthebrandnameforamixdesignedforuseinbreadmachines.Themixesaresoldin2pound ，thisisadescription DAactionplanBmarketsegmentationstrategyCmissionstatementDmarketingmixEtargetmarketthefivemajorenvironmentalfactorsinmarketingaresocialtechnologicaleconomiccompetitiveandregulatory。ifyouevertalktoanyonewhohasflownonSingaporeair.Youwillnodoubthearthatindividual 。YoucansurmiseSingaporeaircreatescustomervalueby:thebestservice.abusinesstravelerjoinedthestarwoodPreferredguestprograminordertoearnpointseachtime .ThisexampleofAArelationshipmarketingBentropyCcustomervaluationDamarketingchianThekeyelementsofanybusinessplanthevision-whereyouseetheorganizationintowtofiveyearsYourstartingpoint-ananalysisofwhereyouaretodayYourdestination—whatwilltheorganizationlooklikewhenyougetthereThedelta-whatisthedifferencebetweenwhereyourstartingpointanddestination,andAbudget-yearbyyearmonthbymonthforthefirstyearConceptCheckWhatarecompetenciesandwhyaretheyimportant？A：Competenciesareanorganization’sspecialcapabilities,includingskills， technologies,andresourcesthatdistinguishitformotherorganizations,whichifexploited， canleadtotheorganization’ssuccess..Whatisbusinessportfolioanalysis？A：Businessportfolioanalysisstudiesafirm’sbusinessunitsasthoughtheywereacollectionofseparateinvestmentMarketingPlans——-——-SWOT+STPStrengthsWeaknessesOpportunitiesThreatsSelectTargetMarketsPointsofDifferenceMarketingPlans-SWOT+STPStrengthsWeaknessesOpportunitiesThreatsMarketSegmentationSetMarketingandProductGoalsSelectTargetMarketsPointsofdifferencePositiontheProductBCGGrowth—SharematrixMilkthecow,tofeedtheproblemchild,inthehopethatitwillgrowtobeastar。andshoottheolddog.Build buildMaintain nicheDivestStar problemChildHarvest maintainMaintain nicheDivestDogBCG矩阵该分析矩阵利用相对市场份额和产业相对销售增长率两个指标来分析企业的各个SBU的差别。相对市场份额(Relativemarketshareposition)为企业的某个产品的销售额与该产业最大竞争公司的销售额之比，其以1.0为分界线：1。0以上为高相对占有率,1。0以下为低相对占有率。产业销售增长率以销售额增长百分比表示，以10％为界，10％以上为高增长率，10％以下为低增长率。Testbanklargeorganizationsareoftenextremelycomplex.Todealwiththem，itisusefultounderstand：AthetwobasickindsoforganizationsBthelevelsthatexistinthemCthefunctionalareasDcross_functionalteamsEdoallofaboveProtcterandGambleComanufacturesconsumerproductssuchasCresttoothpaste——P＆Ggrewmarketsharein70％ofitsbusinessesbecauseAitwasluckyBitinventednewproductstosolvecustomerproblemsCitadvertisedto———-——moreDeveryone-——---—--—-——.Stakehoders:AarereallyunimportanttoacompanyBarethepeoplewhoareaffectedbywhatacompanydoesandhowwellperformsCareonlythecustomersofacompanyDneverincludethegovernment。GeorgeZimmertheCEOofMen’sWearhouseisknowtothepublicasthebeardedcompanypitchmanwhosellssuitsandsportcoatsonTVdeclaring“IGuaranteeit"Healsosaysthattobesuccessful,“Youhavegottohaveacompanythatstartswithtrustandfairness"Heaimstokeephisemployeeshappyandloyal.His—-——setsthe:AcorporateconfirmationBbenefitsstatementCorganizationalcultureDcorporateprofileEbusinessedge。Acatalogretailerwhosetasitsqualitativegoaltoreducemerchandisereturnsby20%wouldhaveset goals:AcustomersatisfactionBemployeewelfareCmarketshareDsocialresponsibilityEprofit.PfizerPharmaceuticatlsisofferinglow—incomeseniorcitizenssomeofitsmostwidelyusedprescriptionsfor$15eachamonth—muchbelowtheregularcostsforthreedrugs。Thisprogramtobetterserveseniorcitizenslikelygrewofa goalAprofitBunitsalesCsalesrevenueDmarketshareEsocialresponsibility7。Rhone-PoulenceisaninternationalFrenchcompanythatproduceandmarketsavarietyofchemicalsandpharmaceuticals。——-—-———--—-———-——--—-———Thisabilityattractsomeofthefinestmindsintheworldtoitsworkforceisanexampleofa（n）:AsynergisticcapacityBmarketaccomplishmentCunsoughtbenefitDproductdevelopmentstrategyEcompetency.DVDOvernightisacompanythatrentsDVDmoviesbymailusingtheWeb.itjumpedintoanindustrywheretherewerenofirmleadersbutlotsofcompetitorsandestablishiedaloyalclientelebyseizingtheopportunitytoprovideaservicethatwasnotavailablethroughother---—--—---—— ———--—-————--——-—--AviablemissionBcompetitiveadvantageCtacticalinnovationDbenchmarking-focusEsales-orientation.TheBostonConsultingGroup（BCG）usesanapproachto thatanalyzesafirm’sbusinessunits（calledstrategicbusinessunits,orSUBs）asthoughtheywereacollectionofseparateinvestments。AtargetmarketingBbusinessportfolioanalysisCmarketingstrategic—--———-—Dmarket Estockmarket 。severalyearsago,Black&DeckerpurchasedGeneralElectric"ssmallappliancesproductline.。youshouldknowthissmallappliancelinewouldbeclassifiedasa：BAdogBcashcowCquestionmarkDstar.AssumeMcDonaldisengaginginamarketpenetratingstrategy。whichofthefollowingactionsbestillustratesamarketpenetratingstrategy?DAopeningthefirstMcDonaldinchinaCaddingalineofnewdelisandwichestotheDrunningapromotionbasedonthemonopolywherebycustomerhavechancetowinprice12Whatarethethreestepsinvolvedintheplanningphaseofthestrategicmarketingprocess？13.the911andthepentagonledtomanychangesinthewaypeopleconductedtheirlives. ’ForAmericangreetingsthe911wasanexampleofan：DAstrengthBweaknessCthreatDopportunity第3章ClearlyitisnotpracticaltostudyabsolutelyeverythingMonitor—broadtrends，issuesandevents。 Developalistofrelevantpublications.Checkregularly。Identify-whataresignificanttotheorganization.Evaluate-theimpactofthetrendsinitscurrentmarkets.Forecast—wherethetrendsareheading， andexaminethethreatsoropportunitiestheyarelikelytobringinthefuture.Evaluate—theimpactonthefirm’slong-termstrategy1.Whichofthefollowingstatementsaboutenvironmentalscanningistrue?A.EnvironmentalscanningchangesthemarketingenvironmentEnvironmentalscanningidentifiesandexplainspotentialtrendsEnvironmentalscanningisanannualeventEnvironmentalscanningfocusesprimarilyongeographicalandmeteorologicalfactorsAlloftheabovestatementaboutenvironmentalscanningaretrueTheLemonTreeisahigh-fashionboutiquesellingtop-of—the-linewomen'sclothingknowingthecustomer’schangingtastesandprovidingsomethingdifferentfromotherretailers.Inaddition,becauseofthehighvalueofthemerchandise。TheLemonTree’smanagementisexploringtheuseofcomputerizedinventorycontrolsandsalesorderprocessing。Fromthisdescription，onecaninferthattheenvironmentalcategoryofleastimportancetotheLemonTreeis:A.economicregulatorytechnologicalsocialcompetitiveBusinesseshavediscoveredthattheycangrowbiggerbytargetingsmallergroupsofconsumers.Thesegroupsareincreasinglydefinedasagenerationrelatedtoimportantlifeexperiences。Thereasonisthatpeoplewho formbrandloyaltiesthatcouldlastalifetime.transitionbegincollegeretireareinelementaryschoolgetmarriedConcernforhealthandfitnessisonereason51millionpeopleintheUnitedStatesreportthattheyaretryingtocontroltheirweight.Thisconcernrepresents:changingvalueschangeinpopulationcompositiondemographicchangeincreaseinvalueconsciousnessChangingethniccompositionOnereasonsomepeopledon’tliketobuyclothingfromInternetretailersistheinabilitytoknowiftheclotheswillfitoncetheyhavearrived.Thisisanexampleof forcesofthemarketingenvironment.economicregulatorycompetitivesocialtechnologicalTheElectronicsignaturesinglobalandNationalCommerceArtmakesdigitalsignaturesasvalidasnon—digitalpen—and—inksignatures。Thisactcreatedademandforsoftwareandhardwarethatwouldcollect，transmit,andreceivedigitalsignatures.Thisexampleindicateshow forcescanworktogetherinthemarketingenvironment.technologicalandregulatorytechnologyandcompetitivesocialandcompetitivetechnologyandsocialregulatoryandeconomicThesocialforcesoftheenvironmentincludethe ofthepopulationanditsvalues.Changesinthesecanhaveadramaticimpactonmarketingstrategy。livingstandardssocialclassdemographiccharacteristicsdialecttasteinmusic第4章■PersonalMoralPhilosophyandEthicalBehavior•MoralIdealism•UtilitarianismConceptCheckWhatareethicsA：Ethicsarethemoralprinciplesandvaluesthatgoverntheactionsanddecisionsofanindividualorgroup.Theyserveasguidelinesonhowtoactrightlyandjustlywhenfacedwithmoraldilemmas。WhatarefourpossiblereasonsforthepresentstateofethicalconductintheUnitedStatesA:①Pressureonbusinesspeopletomakedecisionsinasocietywithdiversevaluesystems.②Businessdecisionsbeingjudgedpubliclybygroupswithdifferentvaluesandinterestso③Thepublic'sexpectationsofethicalbehaviorhasincreasedo④Ethicalbusinessconductmayhavedeclined。Manymediatodayusepay—to-votepails(inwhichrespondentsusea900telephonenumbertovote“yes"or“no"onacurrentissue)asameansofgeneratingviewerorlistenerinterest.ethicalbutillegalethicalandlegalunethicalandillegalunethicalbutlegalMorethan70percentofthephysiciansintheMaricopaCounty(Arizona)MedicalSocietyagreedtoestablishamaximumfeescheduleforhealthservicestocurbrisingmedicalcost.Allphysicianswererequiredtoadheretothisscheduleasaconditionformembershipinthesociety。TheU.S.SupremeCourtruledthatthisagreementviolatedtheShermanActandrepresentedpricefixing。Thisexampleillustratesthatthephysician'sactionwere：ethicalbutillegalethicalandlegalunethicalandillegalunethicalbutlegalChinaistheworld’slargesttobacco-producingcountryandhas300millionsmokers.TheU.S.tradenegotiatorsareacting:ethicallybutillegallyethicallyandlegallyunethicallyandillegallyunethicallybutlegally comprisetheeffectiverulesofthegame，theboundariesbetweencompetitiveandunethicalbehavior，andthecodesofconductinbusinessdealings。SocietalnormsCulturalmodesandmoresBusinessculturesFairtradepractices5.MichaelSmolensky,isCEOofLifewayFoods,lnc.,basedinSkokie,III Thisisanexampleof:economicespionagereasonableinquiryindustrystandardizationstandardoperatingprocedureEconomicespionageismostprevalentinwhichtypeofindustries?plasticsretailloggingandfurnituremanufacturinghigh-techProcter&GambleraisesfundsfortheSpecialOlympicswhenconsumerspurchaseselectedcompanyproducts。Thisisanexampleof:A.goodwillmarketingpublicrelationsmarketingtransactionalmarketingcausemarketing第5章CONSUMERPURCHASEDECISIONPROCESS■ConsumerBehavior■PurchaseDecisionProcess■ProblemRecognition:PerceivingaNeedConceptCheckWhatarethetwoprimaryformsofpersonalinfluence？A:opinionleadership,wordofmouthMarketersareconcernedwithwhichtypesofreferencegroups？A：membershipgroup, aspiractiongroup;dissociativeWhattwochallengesmustmarketersovercomewhenmarketingtoHispanicsA:diversityofitssubcultures,thelanguagebarrierTestBankNikehasdevelopedanewcushioningsubstanceforuseinthesolesofathleticshoes.Thenewexperienceproblemrecognitionconsultapublicsourceofinformationconsultapersonalsourceofinformationmakeapurchasedecision.experiencecognitivedissonanceWhenanelementaryschool