英文版市场营销学期末试卷9.doc

英文版市场营销学期末试卷9.doc

《英文版市场营销学期末试卷9.doc》由会员分享，可在线阅读，更多相关《英文版市场营销学期末试卷9.doc（7页珍藏版）》请在冰豆网上搜索。

SECTION1:

TrueandFalse

Foreachofthefollowing,placea“T”ifthestatementis“true”,“F”ifthestatementisfalse.（20marks,2marks/Question）

___F___1.“Marketing”isbestdescribedas“selling”.

____F__2.Marketsharecanbedefinedinbothcurrencyaswellasinunitssold.Becausebothratioscalculatemarketshare,marketsharewillbethesameforafirmregardlesswhichmeasurementisused.

____F___3.A“high-involvementpurchase”usuallyinvolvesaconsiderableamountoftimeresearchingtheproductandtheproductisaroutinepurchase.

____F___4.Acohesivemarketingmixconsistsoftheproduct,promotion,price,andpersonnel.

____F___5.Thefirststepinthepurchasedecisionprocessisinformationsearch.

_____F__6.Whenthepricesetterstressesthesupplyorcostsideofthepricingproblem,theyareusingdemand-orientedapproach.

____F___7.Retailpositionmatrixmakesuseofthesetwodimensions:

ServiceandValueadded.

____F___8.Amarketsegmentwouldhaveacollectionofprospectivebuyersthatarereadytobuy。

_____F__9.Theperceptualmapisameansofdisplayorgraphingintwodimensionsthelocationofproductsorbrandsinthemindsofmanagers.

____F__10.Thedifferencebetweenadirectchannelandanindirectchannelisthattheconsumersmustgotointernettopurchaseindirectchannel.

得分

SECTION2:

MultipleChoice：

ChooseJustOneAnswer

（Total38,2Marks/Question）

1.AtwhatstageofthePLC（ProductLifeCycle）canahigherpriceusuallybecharged?

A.Introductionor

B.Growth

C.Maturity

D.Decline

E.R&DEra

2.UsingPriceasameasureofthequalityofaproductandsettingpricehighis:

A.Prestigepricing

B.PricingLining

C.Pricingodd-even

D.Targetpricing

3.Allactivitiesinvolvedinsellingrenting,andprovidinggoodsandservicestoultimateconsumersforpersonal,familyorhouseholduseareknownas:

A.Marketing

B.Retailing

C.PersonalSelling

D.Salespromotion

4.Thestorecarriesamixofautomotive,outdoor,sporting,anddecorationgoodsaswellashousewares.Whattermwoulddescribeitsproductline?

A.Complexity

B.Breadth

C.Depth

D.Richness

5.Sellingbrand-nameproductsatlowerthanregularpriceis:

A.Guaranteedtocausealossnotawisebusinessdecision.

B.Off-priceretailing

C.Markup

D.Shrinkage.

6.Anypaidformofnonpersonalcommunicationaboutanorganization,good,serviceorideabyanidentifiedsponsoriscalled:

A.Publicity

B.Publicrelation.

C.Advertising

D.Promotion

7.Questionssuchas:

”Whatadsdoyourememberseeingyesterday?

”areanexampleofwhattypeofpost-test?

A.Aidedrecall

B.Unaidedrecall

C.Inquirytest

D.Attitudetest.

8.Normsandexpectationsaboutthewaypeopledothingsinaspecificcountryarereferredtoas:

A.Nationalcharacter

B.Customs

C.Values

D.Preferences

9.Themainreasonsafirmsegmentsitsmarketsare:

A.Torefinesalesforecastsandallowformoreproductdifferentiation.

B.Tocreatemoreword-of-mouthinamarket.

C.Tofocusadvertisingandmonitorsales

D.Torespondtodifferentneedsandwantsinmarketandincreasessalesandprofits

10.OneofthefollowingisNOTacriteriawhenformingsegments:

A.PotentialforhigherprofitsandROI.

B.Similarityofneeds

C.Differenceinneedsofbuyersamongsegments

D.Fewercustomercomplaints.

11.Selectingtargetmarketsmeansusingcriteriasuchascostofreachthesegmentand__:

A.Sizeandexpectedgrowth

B.Marketinginvestment

C.Densityofpopulation

D.Valuesofcustomers.

12.Theframeworktorelatethemarketsegmentsofpotentialbuyerstoproductsofferedorpotentialmarketingactionsbythefirmiscalled:

A.Actiongrid

B.Relationgrid

C.Productgrid

D.Marketgrid.

13.Intermediariesmaketheflowofproductsfromproducerstobuyerspossiblebyperformingthreebasicfunctions:

A.Production,transmissionanddisplay

B.Assorting,storingandsorting

C.Transactional,logisticalandfacilitation

D.Buyingsortingandfinancing

14.Risktaking,transportingandgrading.Professionalmanagedandcentrallycoordinatedmarketingchannelsdesignedtoachievechanneleconomiesandmaximummarketingimpactarecalled:

A.Verticalmarketingsystems

B.Horizontalmarketingsystems

C.Centrallycoordinatedsystems

D.Professionalcoordinatedmarketingsystems.

15.DuringtheintroductionstageofthePLC,salesgraduallyincreaseand

A.Competitionbecomestough

B.Profitsareminimalifnotnegative.

C.Moreinvestorsneeded

……………………………………………………………装订线…………………………………………………

D.Thepromotionisfinished.

16.ThemarketingobjectiveforthematuritystageofPLCisto

A.Maintainbrandloyalty

B.Stressdifferentiation

C.Harvest

D.Gainawareness

17.Whenacompanyretainstheproduct