英文版市场营销学期末试卷13.doc
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英文版市场营销学期末试卷13.doc
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SECTION1:
TrueandFalse
Foreachofthefollowing,placea“T”ifthestatementis“true”,“F”ifthestatementisfalse.(20marks)
___F___1.Whenthepricesetterstressesthesupplyorcostsideofthepricingproblem,theyareusingcompetition-orientationpricing.
__F___2.Whenaconsumerlearnsaboutanewproductforthefirsttimeandmakesadecisiontotryit,theconsumerisengagedinthealternativeevaluationprocess.
___T___3.Consumerspositionproductsintheirmindsinordertosimplifythebuyingprocess.
__F____4.Theretailpositionmatrixmakesuseofthesetwodimensions:
widthanddepthofproductline.
____T__5.Whenacompanychoosesatargetmarketingstrategy,itschoicesareinfluencedbyfactorsrelatedtocompanyresources,thedegreeofproductvariability,andtheproduct'slife-cyclestage
__T____6.Thepurchaseofabottleofwaterisalow-involvementpurchase.
__F____7.Intensivedistributionseeksmanyoutletsinamarket,whileselectivedistributionseeksonlyoneoutletinagivenmarketarea.
__T___8.Thefrequentuseofpromotionalpricingcanencouragecustomerstoonlybuywhenabrandisonsale
_F_____9.Directmarketingrarelyoccursonaone-to-one,interactivebasis.
__F___10.Inintroductionstage,acompanyretainstheproductbutreducesmarketingsupportcosts.
Section2:
MultipleChoices(20marks,2foreach)
1._____c_____isthetermthatdescribestheactionsapersontakesinpurchasingandusingproductsandservices.
a) Marketing
b) Marketresearch
c) Consumerbehavior
d) Consumermanagement
e) Purchasedevelopment
2.A“quality”messagemaybeusedfortheHUMmerswhilea“connectivity”messagemaybeusedfortheExecutiveWarriors.Thisisanexampleof__________.
a) positioning
b) selectivemarketing
c) branding
d)marketsegmentation
e) targeting
Ans:
a
3.Theframeworktorelatethemarketsegmentsofpotentialbuyerstoproductsofferedorpotentialmarketingactionsbythefirmiscalled:
d
a)Actiongrid
b)Relationgrid
c)Productgrid
d)Procuduct/Marketgrid.
4.Tohandleproductsinthedeclinestageoftheproductlifecycle,companiesoftenuseeither__________.
a) diversificationorharvesting
b) diversificationorcontracting
c) deletionorharvesting
d) deletionordiversification
e) buildingorcontracting
Ans:
c
5.Pricingconstraintsare__________.
a) barriersthatmustbeovercomeinordertosetpricingobjectives
b) competitivepricingadvantagesonefirmhasoveranother
c) differentpricingstrategiesforeachofthefirm'sproducts
d) factorsthatlimittherangeofpricesafirmmayset
e) anothernamefordemandcurves
Ans:
d
6.Whenafirmdistributestotwoormoredifferenttypesofchannelsforthesameproduct,thisiscalled:
D
a)Doublechannelduty
b)Dualnetwork
c)Splitdistribution
d)Dualdistribution
7.__________isthemarketingoftwoormoreproductsforasingle"package"price.
a) Packagedpricing
b) Loss-leaderpricing
c) Bundlepricing
d) Tie-inpricing
e) Multi-productpricing
Ans:
c
8.___________ariseswhenonechannelmemberbelievesanotherchannelmemberisengagedinbehaviorthatpreventsitfromachievingitsgoals.
a) Channelconflict
b) Disintermediation
c) Cross-docking
d) Partnershipinconsistency
e) Relationshipvariance
Ans:
a
9.Whichmethodofclassifyingretailoutletswouldbemostappropriatefordescribingallfranchiseoperations?
a) Formofownership
b) Levelofservice
c) Merchandiseline
d) Methodofoperation
e) Revenuegenerated
Ans:
a
10.Inwhichformofretailoutletwouldcustomersbeofferedconvenience,qualitypersonalserviceandlifestylecompatibility?
a) Corporatechain
b) Administeredsystem
c) Contractualsystem
d) Independentretailer
Ans:
d
SECTION3:
SHORTANSWERS(60marks)
1.Distinguishbetweenadirectandanindirectchannel(6marks).Pleasegiveanexampleforeachchannelstructure(4marks)
Ans:
adirectchanneloccurswhenaproducerandultimateconsumersdealdirectlywitheachother.Becausetherearenointermediaries,theproducermustperformallchannelfunctions.Indirectchannelsoccurwhenintermediariesareinsertedbetweentheproducerandconsumersandperformnumerouschannelfunctions.
2.Describethecharacteristicsofeachstageofproductlifecycle.Anddiscusstheroleofpromotioninthefourstagesoftheproductlifecycle(20marks)
Ans:
Thefirststageisintroduction.Theprimaryjobforpromotionhereistoinformandincreaseawarenessoftheproductamongconsumers.(5markseachstage)
Thesecondstageisgrowth.Heretheprimarytaskistopersuadetheconsumertobuyyourbrandratherthansubstitutes.
Thethirdstageismaturity.Here,youwanttomaintainexistingbuyersandremindconsumersoftheproduct'sexistence.
Thefourthandfinalstageisdecline.Thisisusuallyaperiodofphase-outfortheproductandlittleeffortormoneyisexpended,especiallyinsalespromotions.
3.AssumeyouaremanagerofTheOutbackSteakHouse,afranchisedrestaurantthathasnewlyopenedinShanghai.Describehowyouwouldsegmentthemarketaccordingtosegmentationbases,usingasmanysegmentationvariablesasyoucanandexplainingwhyeachvariableisappropriate. (20marks)
Ans:
[Studentsmightselectanysegmentationvariables]However,themostlikelyincludethese:
Thefirstdimensionwouldbegeographicwithsegmentationvariablesdesignedtodescribethosepeoplewithinareasonabledrawareaaroundtherestaurant.TheycouldbedefinedbyZIPCode,censustractorsubdivision.Thenextdimensionshouldbedemographics,includinghomeowners,youngadults,married,probablywithchildren.Alsoimportantwouldbehouseholdincome,perhapsrelatedtooccupations.TheOutbackmanagerwouldseekthosepeoplewhohadnotonlytheneed,butalsothemeanstodineattherestaurantanddemographiccorrelationscanberathereasilymadewithregardtothosefactors.Thepsychographicdimensionwouldincludevariablessuchasextroverted,gregariousandthosefondofpleasuressuchaseatingout.Segmentationaccordingtothebenefitsdimensioncouldincludeconvenienceandeconomyrelativetomoreexpensiverestaurants.Asfortheusagedimension,itwouldbewelltoseekmediumandheavyusersincluding,perhaps,thosepeoplewhomightdineatTheOutbackmorethanonceamonth,sincerepeatbusinessisthekeytosuccessinthissortofventure.
4.Youwillbegraduatingsoonandhavebeenoffered"thejobofyourdreams".Thenewposition,however,requiressometravelingsoyouwillneedacar.Youcurrentlydonothaveone.Whatdecisionprocesswillyougothroughtopurchaseanautomobile?
(10marks)
Ans:
Thispurchasewouldrequirefivepurchasedecisionstages:
Problemrecognition:
thecarisneededforthenewjob.
Informationsearch:
Checkinternalandexternalsources.
Alternativeevaluation:
objectiveandsubjectiveattributesconsideredfromconsiderationset.
Purchasedecision:
decisionmadeafterjudgingthealternatives.
Post-purchaseevaluation:
evaluatecarintermsofexpectations.
4/4
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- 英文 市场营销 学期末 试卷 13