市场营销.docx

市场营销.docx

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市场营销

Ⅰ、选择题（2*20=40）

1.Wedefinea_____4___asanythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionandthatmightsatisfyawantorneed.

A）privatebrand

B）servicevariability

C）service

D）product

E）serviceencounter

2.Todifferentiatethemselves,manycompaniesaregoingbeyondproductsandservices,theyaredevelopinganddeliveringcustomer__2______.

A）quality

B）experiences

C）brands

D）productlines

E）events

3.Productplannersmustdesigntheactualproductandfindwaysto___4_____itinordertocreatethebundleofbenefitsthatwillprovidethemostsatisfyingcustomerexperience.

A）promote

B）package

C）brand

D）augment

E）present

4.____2____areaformofproductthatconsistsofactivities,benefits,orsatisfactionsofferedforsalethatareessentiallyintangibleanddonotresultintheownershipofanything.

A）Lineextensions

B）Services

C）Brands

D）Consumerproducts

E）Supplements

5.Productplannersneedtoconsiderproductsandservicesonthreelevels.Eachleveladdsmorecustomervalue.Themostbasiclevelisthe_____3___,whichaddressesthequestion,"Whatisthebuyerreallybuying?

"

A）actualproduct

B）augmentedproduct

C）corecustomervalue

D）co-branding

E）exchange

6.______3__areindustrialproductsthataidinthebuyer'sproductionoroperations,includinginstallationsandaccessoryequipment.

A）Materials

B）Parts

C）Capitalitems

D）Specialtyitems

E）Supplies

7.Inassessingwhichnewfeaturestoaddtoaproduct,acompanymustweigheachfeature's_____1___tocustomersversusits________tothecompany.

A）cost;lineextension

B）cost;service

C）value;cost

D）service;lineextension

E）equity;cost

8.Newproductdevelopmentstartswith____1____.

A）ideageneration

B）ideascreening

C）conceptdevelopment

D）concepttesting

E）testmarketing

9.____3____istheamountofmoneychargedforaproductorservice.

A）Experiencecurve

B）Demandcurve

C）Price

D）Wage

E）Salary

10.____3____pricinginvolvessettingpricesbasedonthecostsforproducing,distributing,andsellingtheproductplusafairrateofreturnforthecompany'seffortsandrisks.

A）Value-based

B）Fixedcost

C）Cost-based

D）Variable

E）Skimming

11.Productimprovements,productmodifications,andoriginalproductscanallbeclassifiedas____2____.

A）pioneerproducts

B）newproducts

C）productconcepts

D）productideas

E）testproducts

12.Whichofthefollowingisperhapsthemostimportantexternalsourceofnew-productideas?

2

A）engineers

B）customers

C）competitors

D）trademagazines,shows,andseminars

E）distributorsandsuppliers

13.Productcostsseta（n）___2_____toaproduct'sprice.

A）demandcurve

B）floor

C）ceiling

D）break-evencost

E）experiencecurve

14.Afirmisusing_____1___whenitchargesahigh,premiumpriceforanewproductwiththeintentionofreducingthepriceinthefuture.

A）priceskimming

B）trialpricing

C）valuepricing

D）market-penetrationpricing

E）prestigepricing

15.Whenamusementparksandmovietheaterschargeadmissionplusfeesforfoodandotherattractions,theyarefollowinga（n）___3_____pricingstrategy.

A）by-product

B）optional-product

C）captive-product

D）skimming

E）penetration

16.Distributionchanneldecisionsofteninvolve___3_____withotherfirms,particularlythosethatinvolvecontractsorrelationshipswithchannelpartners.

A）short-termcommitments

B）long-termcommitments

C）majorproblems

D）financiallosses

E）disagreements

17.Inmarketingterms,wesaythatthenumberofintermediarylevelsindicatesthe______3__ofachannel.

A）depth

B）complexity

C）involvement

D）length

E）width

18.Wal-Martisfamousforusingwhatimportanttypeofvaluepricing?

2

A）competition-basedpricing

B）everydaylowpricing

C）cost-pluspricing

D）break-evenpricing

E）penetrationpricing

19.Coststhatdonotvarywithproductionorsaleslevelarereferredtoas____1____.

A）fixedcosts

B）variablecosts

C）targetcosts

D）totalcosts

E）unitcosts

20.Acompanyfacesfixedcostsof$100,000andvariablecostsof$8.00/unit.Theyplantodirectlyselltheirproducttothemarketfor$12.00.Howmanyunitsmusttheyproduceandselltobreakeven?

2

A）20,000

B）25,000

C）40,000

D）50,000

E）notenoughinformationtocalculate

21.___2_____pricingistheapproachofsettingalowinitialpriceinordertoattractalargenumberofbuyersquicklyandwinalargemarketshare.

A）Market-skimming

B）Market-penetration

C）Below-market

D）Value-based

E）Leader

22.___2_____themanufacturerorserviceprovideristhesetoffirmsthatsupplytherawmaterials,components,parts,information,finances,andexpertiseneededtocreateaproductorservice.

A）Downstreamfrom

B）Upstreamfrom

C）Separatedfrom

D）Congruousto

E）Parallelwith

23.AcorporateVMShastheadvantageofcontrollingtheentiredistributionchainunder____2____.

A）aprofit-maximizingstrategicplan

B）singleownership

C）massdistribution

D）afewintermediaries

E）littlecontrol

24.Whichofthefollowingretailerslikelyrequirethemostemphasisonsalespeopletoassistcustomers?

2

A）self-serviceretailers

B）full-serviceretailers

C）off-priceretailers

D）limited-serviceretailers

E）megaretailers

25.Themajordisadvantageofamultichannelsystemisthatitishardertocontrolanditcangenerate______1__.

A）channelconflict

B）lessnetprofit

C）fewerdomesticsales

D）inefficiencies

E）decliningemployeemorale

26.Inrecentyears,____4____has/havebeengrowingfast.Thisincludessellingtofinalconsumersthroughdirectmail,catalogs,telephone,andtheInternet.

A）specialtystores

B）shoppingcenters

C）superstores

D）nonstoreretailing

E）e-commerce

27.____2____sellstandardmerchandiseatlowerpricesbyacceptinglowermarginsandsellinghighervolume.

A）Merchantwholesalers

B）Discountstores

C）Full-serviceretailers

D）Limited-serviceretailers

E）Factoryoutlets

28.A（n）____2____bringsbuyersandsellerstogetherandassistsinnegotiations.

A）agent

B）broker

C）retailer

D）wholesaler

E）retailconvergence

29.Anypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsoriscalled___2_____.

A）salespromotion

B）advertising

C）directmarketing

D）personalselling

E）publicrelations

30.Whichofthefivemajorpromotiontoolsincludesbuildingupapositivecorporateimageandhandlingunfavorablestoriesandevents?

4

A）salespromotion

B）personalselling

C）directmarketing

D）publicrelations

E）advertising

31.Companiesoftenfailtointegratetheirvariouscommunicationstoconsumersbecause___4_____.

A）historically,consumershavebeenabletodistinguishbetweenmessagesources

B）advertisingdepartmentsarereluctanttoworkwithpublicrelationsprofessionals

C）communicationsoftencomefromdifferentpartsofthecompany

D）personalsellingandsalespromotionareindirectconflict

E）theyhavefailedtounderstandtheconceptofbrandcontact

32.Amessageshowingaproduct'squality,economy,value,orperformanceiscalleda（n）_____2___appeal.

A）structural

B）rational

C）emotional

D）moral

E）standard

33.Thecommunicatormustdecidehowtohandlemessagestructureissues.Oneissueiswhetherto____1____ornot.

A）drawaconclusion

B）makeamoralappeal

C）usethepullstrategy

D）usethepushstrategy

E）avoidcompetitors

34.Manufacturerssendlastyear'smerchandiseandsecondsto____5____,whiletheysendnewmerchandisetodepartmentstores.

A）conveniencestores

B）chainstores

C）factoryoutlets

D）retailers

E）powercenters

35.Whichwholesaler'schannelfunctionisdemonstratedwhenabuyerreceivesquickerdeliverybecausewholesalersarelocatedcloserthanproducers?

2

A）financing

B）transportation

C）buyingandassortmentbuilding

D）warehousing

E）riskbearing

36.Manywholesalersarenot_____2___-minded;theyarebehindthetimesinpersonalselling,seeingsellingasasinglesalespersontalkingtoasinglecustomerinsteadofasateameffort.

A）absent

B）promotion

C）management

D）franchise

E）customer

37.Theuseofshort-termincentivestoencouragethepurchaseorsaleofaproductorserviceiscalled_____2___.

A）directmarketing

B）salespromotions

C）personalselling

D）publicrelations

E）publicity

38.Movingawayfrom____1____,marketershavebeenshiftingtowardhighlyfocusedmarketing,spawninganewgenerationofmorespecializedandhighlytargetedcommunicationsefforts.

A）massmarketing

B）advertising

C）directmarketing

D）pullstrategies

E）pushstrategies

39.Morecompaniesareadoptingtheconceptof__1______,whichcarefullyintegratesandcoordinatesthecompany'smanycommunicationchannelstodeliveraclear,consistent,andcompellingmessageabouttheorganizationanditsbrands.

A）integratedmarketingcommunications

B）integratedpersonalselling

C）integratedcompetitivemethods

D）nonpersonalcommunicationchannels

E）buzzmarketing

40.Inthecommunicationprocess,thereactionofthereceiverafterbeingexposedtoamessageiscalledthe____4____.

A）response

B）answer

C）noise

D）feedback

E）decoding

Ⅱ翻译下列句子

1.Consumerproductsareproductsandservicesboughtbyfinalconsumersforpersonalconsumption.Theseincludeconvenienceproducts,shoppingproducts,specialtyproducts,andunsoughtproducts.

消费品是最终消费者购买的用于个人消费的产品。

消费品包括便利品，选购品特购品，非渴求品。

2.Totalqualitymanagementisanapproachinwhichallthecompany'speopleareinvolvedinconstantlyimprovingtheproducts,ser