英文版市场营销学期末试卷7_市场营销学期末试卷

英文版市场营销学期末试卷7由刀豆文库小编整理，希望给你工作、学习、生活带来方便，猜你可能喜欢“市场营销学期末试卷”。

Part One： please choose the best one answer for each questions(2*15=30)

1.Which of the following is included in the marketing mix?

a)developing productb)pricing product

c)promoting productd)placing product

e)all of the above

2.Companies selling ma consumer goods and services such as soft drinks,cosmetics, air travel, and athletic shoes and equipment spend a great deal of time trying to establish a superior brand image in markets called ________.a)busine markets

b)global markets

c)consumer markets

d)nonprofit and governmental markets

e)service markets

3.Marketers often use the term ________ to cover various groupings of

customers.a)people

b)buying power

c)demographic segment

d)social cla position

e)market

4.Mega Computers has decided to promote its new line of computers by offering

wholesalers and retailers an additional 5 percent off list prices.This strategy isa)placeb)product

c)pushd)pull

5.________ is pricing a product at a lower price in a foreign market than in its

home market.a)Dumping

b)Price discounting

c)Price lining

d)Psychological pricing

6.In response to giant retailers and category killers, entrepreneurial retailers are building

entertainment into stores with coffee bars, lectures, demonstrations, and performances.They are marketing a(n)________ rather than a product aortment.a)

b)

c)

d)experience customer value customer delight total service solution

e)intangible benefit(s)

7.The ________ concept holds that consumers and businees, if left alone, will

ordinarily not buy enough of the organization’s products.a)productionb)selling

c)marketingd)product

8.Bill Jones is looking for a good car at an affordable price.Car is a ________.a)shopping goodb)specialty good

c)convenience serviced)convenience good

9.________on consumer behavior include family, opinion leaders, and reference groups, such as friends, co-workers, and profeional aociates.a)Personal influencesb)Social influences

d)Psychological influencesd)Cultural influences

10.The buying proce starts when the buyer recognizes a _________.a).productb)．an advertisement for the product

c).a salesperson from a previous visit

d).problem or need

11.Variables from countries to neighborhoods that may be considered in developing a segmentation strategy are called ________variables.a)psychographicb)geographic

c)product used)demographic

12.As a brand manager you have decided to use the full market coverage approach

in marketing to your customers.Within the full market coverage approach,you have selected a(n)________ strategy whereby your firm will operate in

several market segments and design different products for each segment.a)Undifferentiatedb)differentiated

c)concentratedd)introverted

13.________is a market research technique in which a group of people is gathered,presented with an iue, and asked to discu it in depth.a).Surveyb).Observation

c).Focus groupsd).Experimentation

14.Positioning is.a).a marketing strategy that emphasizes long lasting relationships with

customers.b)the proce of dividing a market into categories of customer types.c)the study of consumer needs and wants, and the ways in which sellers can

best meet them.d)the proce of collecting, storing, and retrieving data in electronic files.15.GM purchases brakes, dashboards, and other components for its vehicles from

manufacturers inside and outside the U.S.In this capacity, GM is a member of themarket.a)reseller marketsb)industrial

c)institutionald)government

Part Two：False/ Truth(2*10=20)

1.Consumers buy products that offer the best value when it comes to meeting their needs and wants.2.Most marketers satisfy everyone in a market—that’s how they stay in busine.3.Products used by companies to produce other products are called consumer

goods.4.A good pricing strategy to use in the introduction stage of the product life cycle is

to charge cost-plus.5.A company may have multiple product mixes but only one product line.6.Co-branding is when two or more well-known existing brands are combined into

a joint product and/or marketed together in some fashion.7.Advertising, sales promotion, and direct marketing are all part of what is called

the offering mix.8.Direct channels of distribution deliver products to the home of buyer.9.Value-based pricing is low price.10.A push promotional strategy is designed to appeal directly to consumers who will demand the product from retailers.Part Three： Short-Answer(20)

1.Identify the five stages in the buyer decision proce.(5)

2.Identify the marketing goals in each stage of the product life cycle.(4)

3.Explain how companies identify attractive market segments and choose a

market-targeting strategy(6).4.Describe the major strategies for pricing new products(5).Part Four：Application(15*2=30)

1.Energizer is introducing a new line of batteries that provide a longer life than its existing models.The brand manager for new line believes most of the promotion budget should be spent on consumer and trade promotions, but the aistant brand manager thinks the promotion mix should emphasize television advertising.Who do you agree with? Please explain your answer.2.Select a retailer and calculate how much you are worth to that retailer if you continue to shop there for the rest of your life(your customer lifetime value).What factors should you consider when deriving an estimate of your lifetime value to a retailer? How can a retailer increase your lifetime value?