英文版国际营销学期末试卷8

1、英文版国际营销学期末试卷8SECTION 1:True and False For each of the following, place a “T” if the statement is “true”, “F” if the statement is false. (20 marks) _F_ 1. “Marketing” is best described as “promotion”._T_ 2. All activities involved in selling renting, and providing goods and services to ultimate consu

2、mers for personal, family or household use are known as retailing. _F_3. Selling brand-name products at lower than regular price is: guaranteed to cause a loss not a wise business decision._F_ 4. The main reasons a firm segments its markets is to refine sales forecasts and allow for more product dif

3、ferentiation._T_5. Selecting target markets mean using criteria such as cost of reach the segment and size and expected growth_F_6. Intermediaries make the flow of products from producers to buyers possible by performing three basic functions: production, transmission and display_F_ 7.During the int

4、roduction stage of the PLC, sales gradually increase and competition becomes tough._T_ 8. The marketing objective for the maturity stage of PLC is to maintain brand loyalty._F_9. In introduction stage, a company retains the product but reduces marketing support costs it is in what stage of the PLC._

5、F_ 10. After buying a product, the customers is anxious about the choice she/he made, this is called dissatisfaction. SECTION 2: Multiple Choice. (Total 40, 2 Marks/Question) Right answers are highlighted. 1. A condition that favours penetration pricing is:A. Many segments are price insensitive.B. L

6、ow price implies good qualityC. Recoup initial investments costs quicker.D. Many segments are price sensitive. 2. When the price setter stresses the supply or cost side of the pricing problem, they are usingA. Standard-orientationB. Cost-orientedC. Demand-orientedD. Target-oriented.3. The retail pos

7、ition matrix makes use of these two dimensions:A. Width and depth of product line.B. Service offered and product line.C. Price levels and locations.D. Pricing strategies and competition. 4. Any paid form of nonpersonal communication about an organization, good, service or idea by an identified spons

8、or is called:A. PublicityB. Public relation.C. Advertising D. Promotion5. Questions such as:”What ads do you remember seeing yesterday?” are an example of what type of post-test?A. Aided recallB. Unaided recallC. Inquiry testD. Attitude test.装 订 线6. Norms and expectations about the way people do thi

9、ngs in a specific country are referred to as:A. National characterB. Customs C. ValuesD. Preferences.7. A market segment would have a collection of prospective buyers that are:A. Ready to buyB. Showing unfilled needsC. Relatively heterogeneousD. Relatively homogeneous.8. One of the following is NOT

10、a criteria when forming segments:A. Potential for higher profits and ROI.B. Similarity of needsC. Difference in needs of buyers among segmentsD. Fewer customer complaints.9. The framework to relate the market segments of potential buyers to products offered or potential marketing actions by the firm

11、 is called:A. Action gridB. Relation gridC. Product gridD. Market grid.10. When a firm distributes to two or more different types of channels for the same product, this is called:A. Double channel dutyB. Dual networkC. Split distributionD. Dual distribution11. Professional managed and centrally coor

12、dinated marketing channels designed to achieve channel economies and maximum marketing impact are called:A. Vertical marketing systemsB. Horizontal marketing systemsC. Centrally coordinated systemsD. Professional coordinated marketing systems.12. Automobiles and TVs are in what stage of the PLCA. In

13、troductionB. Growth C. Maturity D. Decline 13. Which of the following is NOT one of the 5 situational influences that have an impact on the purchase decision process.A. Social surroundingB. Physical surroundingsC. Cash on handD. Temporal effectsE. Purchase task14. What type of ad gets the consumers

14、to take immediate action?A. Delayed-response advertisingB. Direct-response advertisingC. Direct-trigger advertisingD. Direct-action advertising15. After being shown an ad, respondents are asked whether their previous exposure to it was through reading, viewing or listening. This is an example of wha

15、t type of post-test?A. Aided recallB. Unaided recallC. Attitude testsD. Inquiry tests16. The marketing of two or more products in a single package price is calleda. Target pricingb. Bundle pricingc. Odd-even pricingd. Price lining.17. Which method of pricing is based on the “learning effect”?A. Cost

16、-plus pricingB. Experience curve pricingC. Target profit pricingD. Loss-leader pricing18. The process of conveying a message to others that requires six central communication elements is called:A. ExchangeB. DialogueC. CommunicationD. Feedback19. Which promotional mix alternatives allows the seller

17、to see or hear the potential buyers reaction to the message?A. AdvertisingB. Personal sellingC. Public relationsD. Sales promotions20. Using Price as a measure of the quality of a product and setting price high is:A. Prestige pricingB. Pricing LiningC. Pricing odd-evenD. Target pricingSECTION 3: SHO

18、RT ANSWERS (40 marks)Question 1 (20 marks- Branding)Pro ImageThe marketing of professional and university team sportswear and novelty items is a $3 billion-a-year industry. Pro Image was one of the first franchiser of the one-stop sports fan shop. Pro Image controls over 130 stores, with an addition

19、al 100 franchised outlets. Each franchise store costs roughly $100,000, approximately $16,000 of which covers the franchise fee with the rest going toward inventory and store improvements. Pro Image assists franchisees in site selection, lease negotiation, and advertising. Pro Image requires new own

20、ers to attend a four-day training session. Other assistance includes a business hotline and a computerized inventory and sales system. As an added service they stock hard to get items in a 4,500 square-foot warehouse, making them more readily available to franchisees. 2a) Suppose you are interested

21、in opening a sports fan shop. What are the advantages and disadvantages of becoming part of a franchise operation? (10 marks) AnswersFor franchisor: Expansion: VC & control Legal consideration no more licenses Operation consideration franchisee has greater incentive than employeeFor franchisee: Empl

22、oyment a way of owning a business Quick start a proven trademark Training Franchisor provide significant trainingFor franchisor: Limited pool of available franchisees Financial resources & desire Control Careful screen franchisee Illegal operation by franchisee damage goodwill of franchisorFor franc

23、hisee: No guarantee Business risk Control Loss of control Required to follow system Price franchise fee, ongoing royalties and advertising contributions Conflicts acting in bad faith2b) A franchise is described as what type of vertical marketing system? How does this system differ from the other two

24、 types? (10 marks)AnswersFranchising is on contractual base.The other two are based on: corporate control or administrative control. Question 2 (20 marks- pricing)For many years the Compaq Computer company succeeded in the marketplace by making a variety of excellent quality computers that were sold

25、 through a series of resellers (such as Circuit City, Best Buy, and other electronic retailers). However, because of price pressures from such direct marketers as Dell and Gateway, profits have shrunk. The management of Compaq decided to take bold pricing and distribution strategy to offset these problems and challenges. The company began to slowly develop their own network of retail outlets or “Compaq stores” in which to distribute their newest products. 1a) If you were the VP Marketing for Compaq, what pricing strategy would you recommend for the new Compaq store