市场营销.docx

1、市场营销、选择题(2*20=40) 1. We define a _4_ as anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.A) private brandB) service variabilityC) serviceD) productE) service encounter 2. To differentiate themselves, many companies are goi

2、ng beyond products and services, they are developing and delivering customer _2_.A) qualityB) experiencesC) brandsD) product linesE) events 3. Product planners must design the actual product and find ways to _4_ it in order to create the bundle of benefits that will provide the most satisfying custo

3、mer experience.A) promoteB) packageC) brandD) augmentE) present 4. _2_ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.A) Line extensionsB) ServicesC) BrandsD) Consumer produ

4、ctsE) Supplements 5. Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the _3_, which addresses the question, What is the buyer really buying?A) actual productB) augmented productC) core customer valueD) co-brandingE

5、) exchange 6._3_ are industrial products that aid in the buyers production or operations, including installations and accessory equipment.A) MaterialsB) PartsC) Capital itemsD) Specialty itemsE) Supplies 7. In assessing which new features to add to a product, a company must weigh each features _1_ t

6、o customers versus its _ to the company.A) cost; line extensionB) cost; serviceC) value; costD) service; line extensionE) equity; cost 8. New product development starts with _1_.A) idea generationB) idea screeningC) concept developmentD) concept testingE) test marketing 9._3_ is the amount of money

7、charged for a product or service.A) Experience curveB) Demand curveC) PriceD) WageE) Salary 10. _3_ pricing involves setting prices based on the costs for producing, distributing, and selling the product plus a fair rate of return for the companys efforts and risks.A) Value-basedB) Fixed costC) Cost

8、-basedD) VariableE) Skimming 11. Product improvements, product modifications, and original products can all be classified as _2_.A) pioneer productsB) new productsC) product conceptsD) product ideasE) test products 12. Which of the following is perhaps the most important external source of new-produ

9、ct ideas? 2 A) engineersB) customersC) competitorsD) trade magazines, shows, and seminarsE) distributors and suppliers 13.Product costs set a(n) _2_ to a products price.A) demand curveB) floorC) ceilingD) break-even costE) experience curve 14. A firm is using _1_ when it charges a high, premium pric

10、e for a new product with the intention of reducing the price in the future.A) price skimmingB) trial pricingC) value pricingD) market-penetration pricingE) prestige pricing 15. When amusement parks and movie theaters charge admission plus fees for food and other attractions, they are following a(n)

11、_3_ pricing strategy.A) by-productB) optional-productC) captive-productD) skimmingE) penetration 16.Distribution channel decisions often involve _3_ with other firms, particularly those that involve contracts or relationships with channel partners.A) short-term commitmentsB) long-term commitmentsC)

12、major problemsD) financial lossesE) disagreements 17. In marketing terms, we say that the number of intermediary levels indicates the _3_ of a channel.A) depthB) complexityC) involvementD) lengthE) width 18.Wal-Mart is famous for using what important type of value pricing? 2 A) competition-based pri

13、cingB) everyday low pricingC) cost-plus pricingD) break-even pricingE) penetration pricing 19. Costs that do not vary with production or sales level are referred to as _1_.A) fixed costsB) variable costsC) target costsD) total costsE) unit costs 20. A company faces fixed costs of $100,000 and variab

14、le costs of $8.00/unit. They plan to directly sell their product to the market for $12.00. How many units must they produce and sell to break even? 2 A) 20,000B) 25,000C) 40,000D) 50,000E) not enough information to calculate 21. _2_ pricing is the approach of setting a low initial price in order to

15、attract a large number of buyers quickly and win a large market share.A) Market-skimmingB) Market-penetrationC) Below-marketD) Value-basedE) Leader 22._2_ the manufacturer or service provider is the set of firms that supply the raw materials, components, parts, information, finances, and expertise n

16、eeded to create a product or service.A) Downstream fromB) Upstream fromC) Separated fromD) Congruous toE) Parallel with 23. A corporate VMS has the advantage of controlling the entire distribution chain under _2_.A) a profit-maximizing strategic planB) single ownershipC) mass distributionD) a few in

17、termediariesE) little control 24.Which of the following retailers likely require the most emphasis on salespeople to assist customers? 2 A) self-service retailersB) full-service retailersC) off-price retailersD) limited-service retailersE) megaretailers 25. The major disadvantage of a multichannel s

18、ystem is that it is harder to control and it can generate _1_.A) channel conflictB) less net profitC) fewer domestic salesD) inefficienciesE) declining employee morale 26.In recent years, _4_ has/have been growing fast. This includes selling to final consumers through direct mail, catalogs, telephon

19、e, and the Internet.A) specialty storesB) shopping centersC) superstoresD) nonstore retailingE) e-commerce 27._2_ sell standard merchandise at lower prices by accepting lower margins and selling higher volume.A) Merchant wholesalersB) Discount storesC) Full-service retailersD) Limited-service retail

20、ersE) Factory outlets 28. A(n) _2_ brings buyers and sellers together and assists in negotiations.A) agentB) brokerC) retailerD) wholesalerE) retail convergence 29.Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called _2_.A) sales pro

21、motionB) advertisingC) direct marketingD) personal sellingE) public relations 30.Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? 4 A) sales promotionB) personal sellingC) direct marketingD) public relationsE) advert

22、ising 31.Companies often fail to integrate their various communications to consumers because _4_.A) historically, consumers have been able to distinguish between message sourcesB) advertising departments are reluctant to work with public relations professionalsC) communications often come from diffe

23、rent parts of the companyD) personal selling and sales promotion are in direct conflictE) they have failed to understand the concept of brand contact 32. A message showing a products quality, economy, value, or performance is called a(n) _2_ appeal.A) structuralB) rationalC) emotionalD) moralE) stan

24、dard 33. The communicator must decide how to handle message structure issues. One issue is whether to _1_ or not.A) draw a conclusionB) make a moral appealC) use the pull strategyD) use the push strategyE) avoid competitors 34.Manufacturers send last years merchandise and seconds to _5_, while they

25、send new merchandise to department stores.A) convenience storesB) chain storesC) factory outletsD) retailersE) power centers 35. Which wholesalers channel function is demonstrated when a buyer receives quicker delivery because wholesalers are located closer than producers? 2 A) financingB) transport

26、ationC) buying and assortment buildingD) warehousingE) risk bearing 36. Many wholesalers are not _2_-minded; they are behind the times in personal selling, seeing selling as a single salesperson talking to a single customer instead of as a team effort.A) absentB) promotionC) managementD) franchiseE)

27、 customer 37. The use of short-term incentives to encourage the purchase or sale of a product or service is called _2_.A) direct marketingB) sales promotionsC) personal sellingD) public relationsE) publicity 38. Moving away from _1_, marketers have been shifting toward highly focused marketing, spaw

28、ning a new generation of more specialized and highly targeted communications efforts.A) mass marketingB) advertisingC) direct marketingD) pull strategiesE) push strategies 39. More companies are adopting the concept of _1_, which carefully integrates and coordinates the companys many communication c

29、hannels to deliver a clear, consistent, and compelling message about the organization and its brands.A) integrated marketing communicationsB) integrated personal sellingC) integrated competitive methodsD) nonpersonal communication channelsE) buzz marketing 40. In the communication process, the react

30、ion of the receiver after being exposed to a message is called the _4_.A) responseB) answerC) noiseD) feedbackE) decoding 翻译下列句子1.Consumer products are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products.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.Total quality management is an approach in which all the companys people are involved in constantly improving the products, ser