英文版市场营销学期末试卷6

Section 1: Multiple Choices (75%)

This section has 30 questions, each worth 2.5%. For each question, you must choose ONLY one choice which you think bestfits in. Please transfer the code of your choice into the attached Answer Sheet.1.Marketing seeks to create and manage profitable customer relationshipsby delivering ________ to customers.

http://www.doczj.com/doc/1395febcd2d233d4b14e852458fb770bf78a3b.html petitive pricesb.superior valuec.superior serviced.superior promotione.product assortment

2.Customer satisfaction depends on the product’s perceived valuerelative to the buyer’s ________.a.cost of obtaining the productb.expectations

c.cost of competing productsd.cost of the lost experiencee.all of the above

3.To reduce demand for space on congested expressways in Washington, D.C.,

the Metropolitan Washington Council of Governments has attempted to engage in ________.a.target marketingb.deregulationc.demarketingd.gray marketinge.integration

4. Your firm is attempting to divide up the total market to determine the bestsegments it can serve. Which is the correct order of doing so?a.market segmentation, target marketing, market positioningb.target marketing, market positioning, market segmentationc.market positioning, market segmentation, target marketingd.market segmentation, market positioning, target marketinge.mass marketing, demographic segmentation, psychographicsegmentation

5. A company with limited resources might enter a new market by serving ________ segment(s).a.the largest

b.the most profitablec.duald.one or a fewe.three or more

6.Today the four Ps are compared to the four Cs. Product and place are called________ and ________, respectively.a.convenience; customer solutionb.customer cost; convenience

http://www.doczj.com/doc/1395febcd2d233d4b14e852458fb770bf78a3b.html munication; customer solutiond.customer solution; convenience

http://www.doczj.com/doc/1395febcd2d233d4b14e852458fb770bf78a3b.html munication; convenience7.This systematic collection and analysis of publicly available

information about competitors and developments in the marketing environment is very useful. What is it called?a. marketing datab. marketing intelligencec. Web master

d. sales and sales managemente. secondary data

8.Survey research is best suited for gathering ________ information.a. personalb. preferencec. attituded. descriptivee. exploratory

9.Which form of data can usually be obtained more quickly and at a lowercost?a. primaryb. censusc. secondaryd. syndicatede. tertiary

10. ________ are people within a reference group who, because of special skills, knowledge, personality, or othercharacteristics, exert influence on others.a. Opinion leadersb. Habitual buyers

c. Charismatic personalities

d. Perceptionistse. Wild ducks

11. ________ are defined as smaller cultural groups of people with sharedvalue systems based on common life experiences and situations.a. Alternative evaluationsb. Cognitive dissonancesc. Subculturesd. Motivese. Attitudes

12. To marketers, more important than reality is ________, the processby which people select, organize, and interpret information to forma meaningful picture of the world.a. personalityb. perceptionc. selective groupd. habitual behaviore. assessment

13. Markets can be segmented into groups of nonusers, ex-users, potential

users, first-time users, and regular users of a product. This method of segmentation is called ________.http://www.doczj.com/doc/1395febcd2d233d4b14e852458fb770bf78a3b.html er statushttp://www.doczj.com/doc/1395febcd2d233d4b14e852458fb770bf78a3b.html age ratec.benefitd.behavior

e.product frequency

14. Mass marketers, such as Target and Venture Stores, ignore market

segment differences and target the whole market with one offer. What is their approach to segmenting?a.undifferentiated marketingb.differentiated marketingc.target marketingd.blanket marketinge.intelligent marketing

15. A segmenting approach that has been around for a long time that can

be very effective—________— tailors brands and promotions to the needs and wants of specific cities, neighborhoods, andeven specific stores.a.micromarketingb.differentiated marketing

c.niche marketingd.local marketinge. A or D

16. ________ are consumer products and services with unique

characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.a.Shopping productsb.Unsought productsc.Specialty productsd.Industrial productse.Line extensions

17. A(n) ________ is a name, term, sign, symbol, design, or a combinationof these, that identifies that maker or seller of a product or service.a.serviceb.brandc.co-brandd.internal markete.external market

18.Product mix ________ refers to the number of different product lines

the company carries. Procter & Gamble markets 250 brands organized into many product lines.a.lengthb.heightc.widthd.perimetere.depth

19.General Electric worked with Culligan to develop its Water by

Culligan Profile Performance refrigerator with a built-in Culligan water filtration system. This is an example of ________.a.brand extensionb.brand equityc.co-brandingd.internal marketinge.cannibalization

20. Which of the stages in the product life cycle is characterized byrapid market acceptance, increasing sales, and increasing profits?a.introductionb.maturity

c.growthd.declinee.development

21.What actually leads to greater competition in the maturity stage ofthe PLC?a.overcapacityb.many competitorsc.poor managementd.inadequate promotione. a lack of money

22. Some companies have adopted a ________ strategy, offering just theright combination of quality and good service at a fair price.a.value-based pricingb.good-value pricingc.cost-plus pricingd.low-price imagee.none of the above

http://www.doczj.com/doc/1395febcd2d233d4b14e852458fb770bf78a3b.html wyers, accountants, and other professionalstypically price by

adding a standard markup for profit. This is known as ________.a.variable costsb.cost-plus pricingc.value-based pricingd.break-even pricee.penetration pricing

24.Consumer perceptions of the product’s val ue set the ________.a.demand curveb.floorc.ceilingd.variable coste.image

25. By definition, a conventional distribution channel consists of oneor more independent producers, wholesalers, and ________.a.productsb.retailersc.contracts

d.strangerse.merchants

26.The most common type of contractual agreement in business is the________.

a.franchise organizationb.vertical marketing systemc.conventional marketing channeld.corporate VMSe.scrambled system

27. A recent major trend, whereby producers are bypassing intermediaries

and going directly to final buyers, or radically new types of channel intermediaries are emerging to displace traditional onesis referred to as ________.a.the vertical marketing systemb.the corporate marketing systemc.disintermediationd.the corporate mergere. a hostile takeover

28. The communication tools a company uses to pursue its advertisingand marketing objectives is often referred to as the company’s ________.a.direct marketingb.integrated marketingc.promotion mix

http://www.doczj.com/doc/1395febcd2d233d4b14e852458fb770bf78a3b.html petitive marketinge.target marketing

29.The major promotion tool that includes catalogs, telephone marketing,kiosks, the Internet, and more is called ________.a.sales promotionb.direct marketingc.affordable methodd.public relationse.advertising

30. A message showing a product’s quality, economy, value, orperformance is called a ________ appeal.a.structuralb.rationalc.emotional

d.morale.linguistic

Section 2 Short Answer Questions (25%)

Answer each question with adequate knowledge you have learned in this course. You need to present your answer and thequestion number in the Attached Answer Sheet.

1.Outline the four major steps in designing a customer-drivenmarketing strategy. (7%)Answer Keys

The first step is market segmentation: dividing a market into smaller groups of buyers with distinct needs, characteristics, orbehaviors, who might require separate products or marketing mixes. The company then identifies different ways to segmentthe market and develops profiles of the resulting market segment. The third step is differentiating the firm’s market offering tocreate superior customer value. The final step is market positioning: arranging for a market offering to occupy a clear,distinctive, and desirable place relative to competing products in the minds of target consumers..2.Discuss the importance of consumer perceptions of value and coststo setting prices. (8%)Answer Keys