英文版市场营销学期末试卷9.doc
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英文版市场营销学期末试卷9.doc
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SECTION1:
TrueandFalse
Foreachofthefollowing,placea“T”ifthestatementis“true”,“F”ifthestatementisfalse.(20marks,2marks/Question)
___F___1.“Marketing”isbestdescribedas“selling”.
____F__2.Marketsharecanbedefinedinbothcurrencyaswellasinunitssold.Becausebothratioscalculatemarketshare,marketsharewillbethesameforafirmregardlesswhichmeasurementisused.
____F___3.A“high-involvementpurchase”usuallyinvolvesaconsiderableamountoftimeresearchingtheproductandtheproductisaroutinepurchase.
____F___4.Acohesivemarketingmixconsistsoftheproduct,promotion,price,andpersonnel.
____F___5.Thefirststepinthepurchasedecisionprocessisinformationsearch.
_____F__6.Whenthepricesetterstressesthesupplyorcostsideofthepricingproblem,theyareusingdemand-orientedapproach.
____F___7.Retailpositionmatrixmakesuseofthesetwodimensions:
ServiceandValueadded.
____F___8.Amarketsegmentwouldhaveacollectionofprospectivebuyersthatarereadytobuy。
_____F__9.Theperceptualmapisameansofdisplayorgraphingintwodimensionsthelocationofproductsorbrandsinthemindsofmanagers.
____F__10.Thedifferencebetweenadirectchannelandanindirectchannelisthattheconsumersmustgotointernettopurchaseindirectchannel.
得分
SECTION2:
MultipleChoice:
ChooseJustOneAnswer
(Total38,2Marks/Question)
1.AtwhatstageofthePLC(ProductLifeCycle)canahigherpriceusuallybecharged?
A.Introductionor
B.Growth
C.Maturity
D.Decline
E.R&DEra
2.UsingPriceasameasureofthequalityofaproductandsettingpricehighis:
A.Prestigepricing
B.PricingLining
C.Pricingodd-even
D.Targetpricing
3.Allactivitiesinvolvedinsellingrenting,andprovidinggoodsandservicestoultimateconsumersforpersonal,familyorhouseholduseareknownas:
A.Marketing
B.Retailing
C.PersonalSelling
D.Salespromotion
4.Thestorecarriesamixofautomotive,outdoor,sporting,anddecorationgoodsaswellashousewares.Whattermwoulddescribeitsproductline?
A.Complexity
B.Breadth
C.Depth
D.Richness
5.Sellingbrand-nameproductsatlowerthanregularpriceis:
A.Guaranteedtocausealossnotawisebusinessdecision.
B.Off-priceretailing
C.Markup
D.Shrinkage.
6.Anypaidformofnonpersonalcommunicationaboutanorganization,good,serviceorideabyanidentifiedsponsoriscalled:
A.Publicity
B.Publicrelation.
C.Advertising
D.Promotion
7.Questionssuchas:
”Whatadsdoyourememberseeingyesterday?
”areanexampleofwhattypeofpost-test?
A.Aidedrecall
B.Unaidedrecall
C.Inquirytest
D.Attitudetest.
8.Normsandexpectationsaboutthewaypeopledothingsinaspecificcountryarereferredtoas:
A.Nationalcharacter
B.Customs
C.Values
D.Preferences
9.Themainreasonsafirmsegmentsitsmarketsare:
A.Torefinesalesforecastsandallowformoreproductdifferentiation.
B.Tocreatemoreword-of-mouthinamarket.
C.Tofocusadvertisingandmonitorsales
D.Torespondtodifferentneedsandwantsinmarketandincreasessalesandprofits
10.OneofthefollowingisNOTacriteriawhenformingsegments:
A.PotentialforhigherprofitsandROI.
B.Similarityofneeds
C.Differenceinneedsofbuyersamongsegments
D.Fewercustomercomplaints.
11.Selectingtargetmarketsmeansusingcriteriasuchascostofreachthesegmentand__:
A.Sizeandexpectedgrowth
B.Marketinginvestment
C.Densityofpopulation
D.Valuesofcustomers.
12.Theframeworktorelatethemarketsegmentsofpotentialbuyerstoproductsofferedorpotentialmarketingactionsbythefirmiscalled:
A.Actiongrid
B.Relationgrid
C.Productgrid
D.Marketgrid.
13.Intermediariesmaketheflowofproductsfromproducerstobuyerspossiblebyperformingthreebasicfunctions:
A.Production,transmissionanddisplay
B.Assorting,storingandsorting
C.Transactional,logisticalandfacilitation
D.Buyingsortingandfinancing
14.Risktaking,transportingandgrading.Professionalmanagedandcentrallycoordinatedmarketingchannelsdesignedtoachievechanneleconomiesandmaximummarketingimpactarecalled:
A.Verticalmarketingsystems
B.Horizontalmarketingsystems
C.Centrallycoordinatedsystems
D.Professionalcoordinatedmarketingsystems.
15.DuringtheintroductionstageofthePLC,salesgraduallyincreaseand
A.Competitionbecomestough
B.Profitsareminimalifnotnegative.
C.Moreinvestorsneeded
……………………………………………………………装订线…………………………………………………
D.Thepromotionisfinished.
16.ThemarketingobjectiveforthematuritystageofPLCisto
A.Maintainbrandloyalty
B.Stressdifferentiation
C.Harvest
D.Gainawareness
17.Whenacompanyretainstheproduct
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