市场营销学英文习题

1A、True or False (2x10=20)1. The marginal effect of advertising on sales is always same throughout different stages of new product diffusion. F2. Frequent price promotion hurts brand equity. T3. Cooperation between channel members leads to higher profit for both retailer and manufacturer, given there are only two channel members. T4. New product development involves very high cost and risks of failure. Therefore, companies should not develop new product. F5. Maximizing consumers time spent in stores is one of the retailers objectives. T 6. Brand equity is more important for goods than services. F7. Advertising is a more efficient way to increase consumers new product awareness level than personal communication. T8. Exclusive distributor only manages one brand in the channel. F9. Bundled products are always priced lower than non-bundled products. F10. Higher level dependence on manufacturer leads to higher level profit for the dealer. FB. Multiple Choices (3x10=30)1, Medical doctors are using a(n) _ B _ communication channel to share the new drug information .a. personal b. expertc. advocated. mass2, Which of the following could explain why the prices of ice cream products made by Haagen-dazs are much higher in China market than in US market? Ca. the income level of the target customers in China is higher than income level of the target customers in US. b. the transportation across the continent involves very high cost c. the company uses market-skimming pricing tacticd. the quality level of Haagen-dazs product in China is much higher than that in US. 23, What is the main reason that could explain why companies would perform quantity discount? Ca, taking care of consumer welfareb, improving customer satisfaction levelc, extracting more consumer surplusd, undertaking more social responsibility4 General Mills offers different product lines in China market from those in US. What kind of strategy General Mills uses here in the world marketplace? Da, price discriminationb, cost leadership c, focusd, differentiation5, Which of the following functions wholesalers usually do not perform? Ca, storageb, financingc, new product developmentd, market information sharing with manufacturers6, Which of the following is a characteristic of a brand? Aa. identification of product qualityb. greater loyaltyc. larger marginsd. higher market share7. Every night after working the swing shift, Sierra stops by the 7-Eleven store near her house. She often buys bread and drinks while shes there even though the prices at the 7-Eleven store are higher than at her local supermarket. The7-Eleven store is an example of a _. Da. specialty storeb. superstorec. warehouse stored. convenience store 8, Last minute deals in airline industry means that consumers could possibly purchase extremely low priced air tickets 2 or 3 days before departure. Which of the following represents the characteristic of the airline industry in this case? Ba, inseparability3b, perishabilityc, variabilityd, distinctiveness9, Marketing at a tactical level includes all of the following activities EXCEPT: Ca. packagingb. pricingc. value positioningd. personal selling10, A(n) _ B _ market is characterized by a fairly narrowly defined market with a complete and distinct set of needs, and a willingness to pay a premium to meet those needs.a. localb. niche c. individuald. derivedC, Short Essay Questions (10+10=20)1, Happy Days seafood restaurant in Sanya of Hainan Province has just been bought by a young and rich Chinese businessman. The new owner wants to make Happy Days stand out among the many competitors by being the highest quality restaurant. Explain at least five ways Happy Days service quality could be improved. (10) Reliability Assurance Tangibles Empathy, and Responsiveness OR.Identify high quality foodHire highly skilled chefs and waitressStandardize cooking and serving processCultivate good meal environment in restaurantDifferentiate product features and relevant pricing strategy42, Please discuss one of the achievements of Nobel Prize winners (could be, but not limited, within economics science area) and its marketing implications. (10)Oliver Williamson transaction cost economics applied in marketing channelNash game theory applied in pricingKaneman and Tversky: prospect theory in behavioural pricingPavlov: consumer learningHeckman and McFadden: Brand choice modelD. Long Essay Questions (30)Suppose that you are a managing partner of a local accounting firm, responsible for the business development. There are around 50 staff members in this firm. Currently, the firm has two business units: assurance services and taxation consulting services. Now, the firm plans to expand its business into business information system consulting area. 1) Please discuss the potential customer bases that the firm might have. (10)Answer keysexisting customer base for cross selling. Could be medium size local enterprises 2) Please use marketing 4Ps as a tool to discuss how the firm can develop its new business in IT consulting area. (20)Answer keyspricing: bundling complementary IT services with existing taxation and assurance services; market penetration strategy due to the existing competent international players like Accentureproduct: service quality improvementplace (channel): word of mouth disseminationpromotion: initial discount, existing customer referral A、True or False(2x10=20)1. Inter-organizational relationship is a unique phenomenon in China2. The sales of a new product is evenly distributed in different time frames.得分53. Developing one-to-one marketing through a CRM program might include not pursuing all customers.4. Post-purchase satisfaction is a function of the consumers product expectations and the products perceived performance.5. Product line extension could possibly damage the reputation of the mother brand.6. Trust and commitment are two key components in relationship marketing7. Personal communication is a more efficient way to increase consumers new product awareness level than advertising8. Part of a market leaders strategy to defend market share is to consider which segments to defend (even at a loss) and what segments to surrender.9. Price is a signal of product quality when consumers lack of product knowledge.10. Economical activities are embedded within social network.Answer: F, F, T, T, T, T, F, T, T, TB. Multiple Choices (3x10=30)1, Which of the following is NOT a way of price discrimination? Ca, two part tariffsb, quantity discountc, price skimmingd, bundling2, Which of the following characteristics does not differ the business customer from the individual consumer? CA, inelastic demandB, expertise in product knowledgeC, emotionalD, long duration3, The characteristics of services include the following components EXCEPT: Aa, distinctivenessb, intangibilityc, perishabilityd, inseparability64, Which form of marketing communications is least likely to be used by retailers? Ca. Print advertising.b. Point of purchase promotions.c. Personal selling. d. Broadcast advertising.5, All of the following are part of an attractive niche EXCEPT: Da. the niche has variety-seeking consumers. b. consumers in the niche have distinct needs.c. the niche is not likely to attract heavy competition.d. the niche can specialize and therefore realize certain economies.6, If you go to a national electronic appliance chain store in China, you will find more air conditioners but fewer heaters in southern China where it is hot. A chain store in northeastern China where it is cold, however, sells more heaters but fewer air conditioners. The Chinese chain store realizes that the people in each of these areas do not have the same needs and should therefore not be offered the same products. This is an example of _.Ba. benefits segmentationb. geoclustering c. demographic segmentationd. behavioral segmentation7, Best Buy will often try to sell a buyer of a high-end television monitor an extended warranty. This is an example of selling a _. Ba. pure tangible goodb. tangible good with accompanying services c. hybridd. pure service8, What are the two solutions to unprofitable customers? Da. Lower fees; reduce service.b. Lower fees; increase service.c. Raise fees; increase service.d. Raise fees; reduce service. 79, According to the work of Frederick Herzberg _. Ca. a person moves from stated instrumental motivation to terminal onesb. people are driven by particular needs at particular timesc. polite store clerks will not necessarily be a satisfier for a consumer, but impolite ones would be a dissatisfier d. a bottle of Estee Lauder perfume arouses a different set of motives in consumers than an Avon perfume10, Which of the following is NOT a benefit of brand loyalty? Da. Loyalty provides predictability.b. Loyalty allows for company security of demand.c. Loyalty can translate into consumer willingness to pay a higher price.d. Loyalty is easily matched by competitors. C. Short Essay Questions (15+15=30)1, An automobile manufacturer would like to introduce a new model with extremely powerful engine. It would like to market this new model to one of the 3 target consumer groups. They randomly sample research the female consumers and get the following results of cluster analysis. The leftmost column represents the product attributes. And the entries under the labels of cluster 1, cluster 2 and cluster 3 represent the mean values of importance of attributes to each group of consumers. Cluster CentersCluster 1 Cluster 2 Cluster 3 SPEEDY 5.48 5.40 5.34 COMFORT 3.68 6.50 3.16 SAFETY 5.86 4.30 4.32 EASY TO CONTROL 2.38 3.50 4.28 ROOMY 2.08 4.30 2.98 FASHION 6.58 5.60 4.70 ECONOMIC 2.90 4.50 4.16 Moreover, some of the demographic profiles of the three consumer groups are provided as follows:Cluster 1 Cluster 2 Cluster 3 8Age 27 35 55 Monthly Income 8000 15000 5500 Likelihood of getting product information from TV0.2 0.7 0.8 Likelihood of getting product information from newspaper0.5 0.5 0.2 Likelihood of getting product information from friends0.8 0.4 0.6 Likelihood of being a manager 0.1 0.6 0.4 Likelihood of being a professional0.6 0.2 0.2 Likelihood of being a blue collars0.2 0.2 0.4 Questions: a, Please identify which group of consumers the manufacturer should target? And explain why? (5) cluster1. powerful engine can provide speedy cars that cluster 1 consumers need most b, Please identify which method should the manufacturer communicate with the target consumers? And why? (5)cluster 1 most likely get information from friends. c, Please specify the pricing strategy the manufacturer should use to market this product. (5)high price as they care less of economy of automobiles. Relatively high income2, Happy Days seafood restaurant in Sanya of Hainan Province has just been bought by a young and rich Chinese businessman. The new owner wants to make Happy Days stand out among the many competitors by being the highest quality restaurant. Explain at least five ways Happy Days quality could be improved. (15)9 Reliability: keep consistently high quality Assurance Tangibles: some tangible goods Empathy, think in customers way Responsiveness: arrange helpers to respond to customers need D. Long Essay Questions (20)China Premium League Football Match is a popular TV program in China. Please choose to answer 1 out of 2 questions as below.3) Please discuss the marketing efforts of China Premium League Football Match itself, in terms of traditional marketing mix: price, product, promotion and place. What is doing right and what is left to be improved in future?Answer keys:Price: OK. Not too expensive. Product: really bad. Corruption everywhere. If the product quality is too bad, it may drive audience away. Promotion: OK. With some new features. Place: OK covering all major cities in China. 4) Please answer whether a company should or should not take advantage of China Premium League Football Match to market its products. If you choose yes, please explain how to market the product by China Premium League Football Match. If you choose no, please explain why you would not like to market the product by China Premium League Football Match.Answer keys:Yes. High exposure rate so far. Sporty goods, goods purchased by male are more appropriate than products purchased usually by female. No. The League match is really too bad and destroys the reputation of products advertised with them. A, True or False (2X10=20)11. Inter-organizational relationship is a unique phenomenon in China得分1012. The marginal effect of advertising on sales is always same throughout different stages of new product diffusion. 13. Frequent price promotion hurts brand equity.14. The sales quantity of a new product is evenly distributed in different time periods.15. Advertising is a more efficient way to increase consumers new product awareness level than personal communication.16. Bundled products are always priced lower than non-bundled products.17. New product development involves very high cost and risks of failure. Therefore, companies should not develop new product.18. The higher the price, the lower the demand