Marketing题库Word格式文档下载.docx
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Marketing题库Word格式文档下载.docx
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economicbuyers"
whologicallyevaluatechoicesintermsofcostandvaluereceivedtogetthegreatestsatisfactionfromspendingtheirtimeandmoney.
11.Motivationtheorysuggeststhataconsumerwouldnottrytosatisfyphysiologicalandsafetyneedsuntilsocialandpersonalneedshavebeencompletelysatisfied.
12.Reinforcementofaresponsedecreasesthelikelihoodofthesameresponsethenexttimethedriveoccurs.
13.Amarketisagroupofsellerswhooffersubstitutewaysofsatisfyingcustomerneeds.
14.Marketsegmentationsaysthattargetmarketersshoulddeveloponegoodmarketingmixaimedatafairlylargemarket.
15.A"
substantial"
marketsegmentisonethatisbigenoughtoproducealargesalesvolume.
16.Planningplaceandpromotionelementsofamarketingmixisespeciallydifficultifthedimensionsofaproduct-marketarenotoperational.
17.The"
product"
areaisconcernedwithwhatgoodsandservicesareproduced,butnotwithdecisionsaboutinstallation,instructionsonuse,packaging,abrandname,awarranty,orafter-saleservice.
18.Consumerproductsthatareboughtoften,routinely,andwithoutmuchthoughtarestaples.
19.Fordifferentpeople,thesameproductmightbeaconvenienceproduct,ashoppingproduct,oraspecialtyproduct.
20."
Branding"
includestheuseoftrademarksandbrandnamestoidentifyaproduct.
21.Buying,selling,transporting,andstoringarealluniversalmarketingfunctions.
22.Comparedtointensivedistribution,selectivedistributiongivesaproduceragreateropportunityforprofitbutusuallymakesitmoredifficultforintermediariestomakeaprofit.
23.Themarketingmanager'
spromotionjobistotelltargetcustomersthattherightproductisavailableattherightplaceattherightprice.
24.Salespromotionisspecialadvertisingorpersonalsellingthatisaimedatintermediariesinthechannel.
25.Amarkupisthedollaramountaddedtothecostofproductstogetthesellingprice.
III.Multiplechoices(35points):
1.Micro-marketing
A)anticipatescustomerneedsanddirectsneed-satisfyinggoodsandservicesfromproducertocustomer.
B)appliestoNortel(afor-profitcompany).
C)appliestoMountainEquipmentCo-op(anon-profitco-operative)
D)ismorethanpersuadingcustomers.
E)alloftheabove.
2.WhichofthefollowingisNOTabasicobjectiveofallfirms?
A)organizetocarryonthebusinessandimplementitsstrategies
B)dosomethingusefulforsociety
C)becomeamonopolybydrivingcompetitorsoutofbusiness
D)earnaprofit
E)Alloftheabovearebasicobjectives.
3.Effectivemicro-marketingshouldbeginwith:
A)adecisionaboutwhatthefirmcanproduceefficiently.
B)evaluationoftheeffectofthefirm'
sdecisionsonthemacro-marketingsystem.
C)potentialcustomerneeds.
D)themarketingmanagermakingimportantproduction,accounting,andfinancialdecisionsforthefirm.
E)anefforttopersuadeunwillingcustomerstobuythefirm'
sproducts.
4.Themarketingconceptcanbeappliedby:
A)nonprofitclinics.
B)nationalparks.
C)cosmeticmanufacturers.
D)anursesassociation.
E)alloftheabove.
5.Whensettingobjectivesforthewholefirm,topmanagementshould:
A)setobjectivesbeyondwhatcanactuallybeachievedsoeveryonewillworkharder.
B)involvethemarketingmanagerintheobjectivesettingprocess.
C)sticktogeneralobjectivesinordertomaintainflexibility.
D)setobjectivesthatfocusonthehighestpossibleimmediateprofitpotential.
6.Amarketinganalystforaseafoodprocessorreportsthatarisingpercentageofpeopleareeatingfishbecauseithaslessfatthanbeef.Clearly,thisfirm'
sopportunitiesmayimprovewiththischangeinthe:
A)politicalandlegalenvironment.
B)competitiveenvironment.
C)economicenvironment.
D)technologicalenvironment.
E)culturalandsocialenvironment.
7.Whengettinginformationformarketingdecisions,themarketingmanager:
A)mayneedtomakesomedecisionsbasedonincompleteinformation.
B)mayneedtorelyoninstinctstomakesomedecisions.
C)shouldhaveaccesstoongoinginformationaboutbusinessperformance.
D)Alloftheabovearetrue.
E)Noneoftheaboveistrue.
8.Procedurestogatherandanalyzenewinformationtohelpmarketingmanagersmakedecisionsarecalled:
A)marketingresearch.
B)statisticaltechniques.
C)nalyticalresearch.
D)strategyplanning.
E)operationalplanning.
9.Marketingresearch:
A)isusefulforstrategyplanningbutnotforoperationalplanning.
B)shouldbeplannedbyresearchspecialistsonly,becauseitrequirestechnicalstatisticaltechniques.
C)shouldgatherasmuchinformationaspossible.
D)islikelytobemoreeffectivewhenguidedbythestrategyplanningframework.
E)Alloftheabovearetrue.
10.Whichofthefollowingstatementsconcerningsecondarydataiscorrect?
A)Secondarydatausuallytakeslongertoobtainthanprimarydata.
B)Secondarydataisonlyavailablewithinthefirm.
C)Secondarydatawasoriginallycollectedforsomeotherpurpose.
D)Alloftheabovearecorrect.
E)Noneoftheabovearecorrect.
11.WhichofthefollowingwouldNOTbeasourceofprimarydata?
A)observationstudies
B)surveys
C)focusgroups
D)TheFinancialPost
E)markettests
12.Whichmethodofquantitativeresearchwouldprobablyproducethebestresultswhenthequestionsaresimpleandrequireonlyquick"
yes"
or"
no"
answers?
A)personalinterviews
B)observation
C)mailquestionnaires
D)telephoneinterviews
E)focusgroupinterviews
13.Whichofthefollowingwouldbemosthelpfulforpredictingwhyafinalconsumerselectsoneofseveralsimilarbrands?
A)behaviouralsciencetheories
B)incomedata
C)populationdata
D)consumerexpenditurepatterns
E)Allwouldbeequallyhelpful.
14.Accordingtothe"
hierarchyofneeds"
model,thefirstneedsmostpeopletrytosatisfyaretheir______________needs.
A)social
B)safety
C)hysiological
D)personal
E)anyoftheabove
15.Thefactthatoureyesandmindsseekoutandnoticeonlyinformationthatinterestsusiscalled:
A)preconsciousperception.
B)selectiveperception.
C)selectiveretention.
D)consciouscognition.
E)selectiveexposure.
16.WhenPizzaHutshowsalargeclose-upofapizzainatelevisionad,theyare:
A)appealingtotheeconomicneedsoftheaudience.
B)usingacuetoencourageaparticularresponsetothehungerdrive.
C)appealingtothesocialneedsoftheaudience.
D)encouragingselectiveretention.
E)hopingtoencourageextensiveproblemsolvingbytheaudience.
17.Anattitudeis:
A)thesameasabelief.
B)thesameasan"
intentiontobuy."
C)easytochange.
D)aperson'
spointofviewaboutsomething.
18.Whichofthefollowingwouldbethemostdifficulttaskfacingamarketingmanager?
A)promoteexistingattitudes
B)strengthenexistingpositiveattitudes
C)createnewattitudestowardhisorherbrand
D)discovertheattitudesofthefirm'
stargetmarket
E)changeexistingnegativeattitudes
19.BartDeGraffenreidthasanannualincomeof$120,000.Whatsocialclassishein?
A)Thelower-middleclass
B)Theupper-middleclass
C)Theupper-lowerclass
D)Theupperclass
E)Thereisnotenoughinformationtotell.
20.Referencegroup:
A)influenceisgreatestforolderpeople.
B)influenceisequallystrongforallproductsandbrands.
C)influenceissostrongthatapersonnormallyhasonlyonereferencegroup.
D)membersmaynotevenknowthepersonwhoseattitudestheyinfluence.
E)BothAandBaretrue.
21.hewholesetofbeliefs,attitudes,andwaysofdoingthingsofareasonablyhomogeneoussetofpeopleiscalledtheir:
A)learnedset.
B)opinionset.
C)motivation.
D)personalenvironment.
E)culture.
22.Extensiveproblemsolvingprobablywouldberequiredbyarecentcollegegraduateinthepurchaseof:
A)asportscar.
B)livingroomfurniture.
C)anewhome.
D)acolourTVset.
23.Themaindifferencebetweenagenericmarketandaproduct-marketisthat:
A)product-marketsusuallydon'
tinvolvecompetition,butgenericmarketsdo.
B)sellersinagenericmarketaremoreconcernedwithpricesthansellersinaproduct-market.
C)agenericmarketisusuallysmallerthanaproduct-market.
D)ageneric-marketinvolvesalesssimilarsetofneedsthandoesaproduct-market.
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