市场营销学英文习题Word格式.docx

市场营销学英文习题Word格式.docx

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2,WhichofthefollowingcouldexplainwhythepricesoficecreamproductsmadebyHaagen-dazsaremuchhigherinChinamarketthaninUSmarket?

C

a.theincomelevelofthetargetcustomersinChinaishigherthanincomelevelofthetargetcustomersinUS.

b.thetransportationacrossthecontinentinvolvesveryhighcost

c.thecompanyusesmarket-skimmingpricingtactic

d.thequalitylevelofHaagen-dazsproductinChinaismuchhigherthanthatinUS.

3,Whatisthemainreasonthatcouldexplainwhycompanieswouldperformquantitydiscount?

a,takingcareofconsumerwelfare

b,improvingcustomersatisfactionlevel

c,extractingmoreconsumersurplus

d,undertakingmoresocialresponsibility

4GeneralMillsoffersdifferentproductlinesinChinamarketfromthoseinUS.WhatkindofstrategyGeneralMillsuseshereintheworldmarketplace?

D

a,pricediscrimination

b,costleadership

c,focus

d,differentiation

5,Whichofthefollowingfunctionswholesalersusuallydonotperform?

a,storage

b,financing

c,newproductdevelopment

d,marketinformationsharingwithmanufacturers

6,Whichofthefollowingisacharacteristicofabrand?

A

a.identificationofproductquality

b.greaterloyalty

c.largermargins

d.highermarketshare

7.Everynightafterworkingtheswingshift,Sierrastopsbythe7-Elevenstorenearherhouse.Sheoftenbuysbreadanddrinkswhileshe’sthereeventhoughthepricesatthe7-Elevenstorearehigherthanatherlocalsupermarket.The7-Elevenstoreisanexampleofa__________.D

a.specialtystore

b.superstore

c.warehousestore

d.conveniencestore

8,Lastminutedealsinairlineindustrymeansthatconsumerscouldpossiblypurchaseextremelylowpricedairtickets2or3daysbeforedeparture.Whichofthefollowingrepresentsthecharacteristicoftheairlineindustryinthiscase?

B

a,inseparability

b,perishability

c,variability

d,distinctiveness

9,MarketingatatacticallevelincludesallofthefollowingactivitiesEXCEPT:

a.packaging

b.pricing

c.valuepositioning

d.personalselling

10,A（n）_____B_____marketischaracterizedbyafairlynarrowlydefinedmarketwithacompleteanddistinctsetofneeds,andawillingnesstopayapremiumtomeetthoseneeds.

a.local

b.niche

c.individual

d.derived

C,ShortEssayQuestions（10’+10’=20’）

1,HappyDaysseafoodrestaurantinSanyaofHainanProvincehasjustbeenboughtbyayoungandrichChinesebusinessman.ThenewownerwantstomakeHappyDaysstandoutamongthemanycompetitorsbybeingthehighestqualityrestaurant.ExplainatleastfivewaysHappyDaysservicequalitycouldbeimproved.（10’）

∙Reliability

∙Assurance

∙Tangibles

∙Empathy,and

∙Responsiveness

OR.

Identifyhighqualityfood

Hirehighlyskilledchefsandwaitress

Standardizecookingandservingprocess

Cultivategoodmealenvironmentinrestaurant

Differentiateproductfeaturesandrelevantpricingstrategy

2,PleasediscussoneoftheachievementsofNobelPrizewinners（couldbe,butnotlimited,withineconomicssciencearea）anditsmarketingimplications.（10’）

OliverWilliamsontransactioncosteconomicsappliedinmarketingchannel

Nashgametheoryappliedinpricing

KanemanandTversky:

prospecttheoryinbehaviouralpricing

Pavlov:

consumerlearning

HeckmanandMcFadden:

Brandchoicemodel

得分

D.LongEssayQuestions（30’）

Supposethatyouareamanagingpartnerofalocalaccountingfirm,responsibleforthebusinessdevelopment.Therearearound50staffmembersinthisfirm.Currently,thefirmhastwobusinessunits:

assuranceservicesandtaxationconsultingservices.Now,thefirmplanstoexpanditsbusinessintobusinessinformationsystemconsultingarea.

1）Pleasediscussthepotentialcustomerbasesthatthefirmmighthave.（10’）

Answerkeys

existingcustomerbaseforcrossselling.Couldbemediumsizelocalenterprises

2）Pleaseusemarketing4PsasatooltodiscusshowthefirmcandevelopitsnewbusinessinITconsultingarea.（20’）

pricing:

bundlingcomplementaryITserviceswithexistingtaxationandassuranceservices;

marketpenetrationstrategyduetotheexistingcompetentinternationalplayerslikeAccenture

product:

servicequalityimprovement

place（channel）:

wordofmouthdissemination

promotion:

initialdiscount,existingcustomerreferral

A、TrueorFalse（2’x10=20）

1.Inter-organizationalrelationshipisauniquephenomenoninChina

2.Thesalesofanewproductisevenlydistributedindifferenttimeframes.

3.Developingone-to-onemarketingthroughaCRMprogrammightincludenotpursuingallcustomers.

4.Post-purchasesatisfactionisafunctionoftheconsumer’sproductexpectationsandtheproduct’sperceivedperformance.

5.Productlineextensioncouldpossiblydamagethereputationofthemotherbrand.

6.Trustandcommitmentaretwokeycomponentsinrelationshipmarketing

7.Personalcommunicationisamoreefficientwaytoincreaseconsumer’snewproductawarenesslevelthanadvertising

8.Partofamarketleader’sstrategytodefendmarketshareistoconsiderwhichsegmentstodefend（evenataloss）andwhatsegmentstosurrender.

9.Priceisasignalofproductqualitywhenconsumerslackofproductknowledge.

10.Economicalactivitiesareembeddedwithinsocialnetwork.

Answer:

F,F,T,T,T,T,F,T,T,T

1,WhichofthefollowingisNOTawayofpricediscrimination?

a,twoparttariffs

b,quantitydiscount

c,priceskimming

d,bundling

2,Whichofthefollowingcharacteristicsdoesnotdifferthebusinesscustomerfromtheindividualconsumer?

A,inelasticdemand

B,expertiseinproductknowledge

C,emotional

D,longduration

3,ThecharacteristicsofservicesincludethefollowingcomponentsEXCEPT:

a,distinctiveness

b,intangibility

c,perishability

d,inseparability

4,Whichformofmarketingcommunicationsisleastlikelytobeusedbyretailers?

a.Printadvertising.

b.Pointofpurchasepromotions.

c.Personalselling.

d.Broadcastadvertising.

5,AllofthefollowingarepartofanattractivenicheEXCEPT:

a.thenichehasvariety-seekingconsumers.

b.consumersinthenichehavedistinctneeds.

c.thenicheisnotlikelytoattractheavycompetition.

d.thenichecanspecializeandthereforerealizecertaineconomies.

6,IfyougotoanationalelectronicappliancechainstoreinChina,youwillfindmoreairconditionersbutfewerheatersinsouthernChinawhereitishot.AchainstoreinnortheasternChinawhereitiscold,however,sellsmoreheatersbutfewerairconditioners.TheChinesechainstorerealizesthatthepeopleineachoftheseareasdonothavethesameneedsandshouldthereforenotbeofferedthesameproducts.Thisisanexampleof__________.B

a.benefitssegmentation

b.geoclustering

c.demographicsegmentation

d.behavioralsegmentation

7,BestBuywilloftentrytosellabuyerofahigh-endtelevisionmonitoranextendedwarranty.Thisisanexampleofsellinga__________.B

a.puretangiblegood

b.tangiblegoodwithaccompanyingservices

c.hybrid

d.pureservice

8,Whatarethetwosolutionstounprofitablecustomers?

a.Lowerfees;

reduceservice.

b.Lowerfees;

increaseservice.

c.Raisefees;

d.Raisefees;

reduceservice.

9,AccordingtotheworkofFrederickHerzberg_______________.C

a.apersonmovesfromstatedinstrumentalmotivationtoterminalones

b.peoplearedrivenbyparticularneedsatparticulartimes

c.politestoreclerkswillnotnecessarilybeasatisfierforaconsumer,butimpoliteoneswouldbeadissatisfier

d.abottleofEsteeLauderperfumearousesadifferentsetofmotivesinconsumersthananAvonperfume

10,WhichofthefollowingisNOTabenefitofbrandloyalty?

a.Loyaltyprovidespredictability.

b.Loyaltyallowsforcompanysecurityofdemand.

c.Loyaltycantranslateintoconsumerwillingnesstopayahigherprice.

d.Loyaltyiseasilymatchedbycompetitors.

C.ShortEssayQuestions（15’+15’=30’）

1,Anautomobilemanufacturerwouldliketointroduceanewmodelwithextremelypowerfulengine.Itwouldliketomarketthisnewmodeltooneofthe3targetconsumergroups.Theyrandomlysampleresearchthefemaleconsumersandgetthefollowingresultsofclusteranalysis.Theleftmostcolumnrepresentstheproductattributes.Andtheentriesunderthelabelsofcluster1,cluster2andcluster3representthemeanvaluesofimportanceofattributestoeachgroupofconsumers.

ClusterCenters

Cluster1

Cluster2

Cluster3

SPEEDY

5.48

5.40

5.34

COMFORT