市场营销英语版试题.doc

4p：product、price、place、promotion、4c：customer solution、customer cost、convenience、communication 4c的不足之处企业营销可能会在新的层次上统一化，不能形成个性化营销优势4c以顾客需求为向导、但顾客需求有合理性和个别性问题4c仍然没有体现既赢得客户、有长期的拥有客户关系营销思想、也没有解决满足顾客需求的操作性问题。 Concept checkWhat is marketing？Answer：marketing is an organizational function and set of processes for creating communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.Marketing focuses on _discovering and satisfying consumer needs.What are the four marketing mix elements that make up the organization”s marketing program?Test bank 1 a study of marketing can :EA enable you to be a more informed citizenB help you in your career C demonstrate how marketing affects your life D make you a better consumer E do all of above3 prospective customers include:EA individuals buying for themselves B individuals buying for their householdsC organizations that buy for their own use （such as manufacturers）D organizations that buy for resale （such as wholesalers and retailers）E do all of above 4 marketing seeks to discover the needs and wants of prospective customers and satisfy them 。essential to this process is the idea of exchange。To marketing people exchange refers to the：CA place where people go to do businessB place where people return unwanted goods C process whereby a buyer and seller trade something of value D process of location _ sellersE _quisition of _5 which of the following conditions is necessary for marketing to occur DA a physical location for an exchange to occur B a tangible exchangeC advertising to express unrealized needs D two or more parties with unsatisfied needs E do all of above6 an economics students would like to buy a miniscooter, but she cannot afford one. which of the following reasons explain why marketing fails to occur here ?A two or more parties with unsatisfied needsB a desire on the part of each to satisfy the other C no assessments of consumer wants and needsD a way to communicateE an ability on the part of each to satisfy the _7 first task of marketing is to discover the needs of consumers.8 a local university offers business courses for a specific target market composed _further degrees. which of the following would be the most effective way to communicate with the target market,_?EA put announcements on campus bulletin boards.B distribute promotional materials during classesC advise on national tvD advise on local hip_hop radio shows E advise in the local newspaper9 Jakubowski Farms Gourmet Bread Base is the brand name for a mix designed for use in bread machines. The mixes are sold in 2 pound _, this is a description _DA action plan B market segmentation strategy C mission statement D marketing mix E target market10 the five major environmental factors in marketing are social technological economic competitive and regulatory.11 if you ever talk to anyone who has flown on Singapore air. You will no doubt hear that individual _. You can surmise Singapore air creates customer value by : the best service.12 a business traveler joined the starwood Preferred guest program in order to earn points each time _. This example of AA relationship marketing B entropy C customer valuation D a marketing chian The key elements of any business plan 1 the vision where you see the organization in tow to five years2 Your starting point-an analysis of where you are today3 Your destination-what will the organization look like when you get there 4 The delta what is the difference between where your starting point and destination, and5 A budget-year by year month by month for the first yearConcept Check1 What are competencies and why are they important? A：Competencies are an organizations special capabilities, including skills, technologies, and resources that distinguish it form other organizations, which if exploited, can lead to the organizations success. 2. What is business portfolio analysis? A: Business portfolio analysis studies a firms business units as though they were a collection of separate investment 1. Marketing Plans-SWOT+STPStrengths Weaknesses Opportunities ThreatsSelect Target Markets Points of Difference2. Marketing PlansSWOT+STP Strengths Weaknesses Opportunities Threats Market Segmentation Set Marketing and Product Goals Select Target Markets Points of difference Position the Product 3. BCG Growth-Share matrix Milk the cow, to feed the problem child , in the hope that it will grow to be a star . and shoot the old dog. Build build Maintain niche Divest Star problem Child Harvest maintain Maintain niche Divest DogBCG矩阵该分析矩阵利用相对市场份额和产业相对销售增长率两个指标来分析企业的各个SBU的差别。相对市场份额(Relative market share position)为企业的某个产品的销售额与该产业最大竞争公司的销售额之比，其以1.0为分界线：1.0以上为高相对占有率，1.0以下为低相对占有率。产业销售增长率以销售额增长百分比表示，以10%为界，10%以上为高增长率，10%以下为低增长率。Test bank1 large organizations are often extremely complex. To deal with them, it is useful to understand:A the two basic kinds of organizations B the levels that exist in them C the functional areasD cross_ functional teamsE do all of above2 Protcter and Gamble Co manufactures consumer products such as Crest toothpasteP&G grew market share in 70%of its businesses becauseA it was luckyB it invented new products to solve customer problemsC it advertised to -moreD everyone -3. Stakehoders：A are really unimportant to a company B are the people who are affected by what a company does and how well performsC are only the customers of a company D never include the government 4. George Zimmer the CEO of Men s Wearhouse is know to the public as the bearded company pitchman who sells suits and sport coats on TV declaring “I Guarantee it”He also says that to be successful, “You have got to have a company that starts with trust and fairness” He aims to keep his employees happy and loyal. His -sets the:A corporate confirmationB benefits statementC organizational culture D corporate profileE business edge5. A catalog retailer who set as its qualitative goal to reduce merchandise returns by 20%would have set _goals:A customer satisfactionB employee welfare C market share D social responsibility E profit6.Pfizer Pharmaceuticatls is offering low-income senior citizens some of its most widely used prescriptions for $ 15 each a month-much below the regular costs for three drugs . This program to better serve senior citizens likely grew of a_ goal A profitB unit sales C sales revenue D market share E social responsibility7.Rhone-Poulence is an international French company that produce and markets a variety of chemicals and pharmaceuticals .-This ability attract some of the finest minds in the world to its workforce is an example of a(n):A synergistic capacityB market accomplishment C unsought benefit D product development strategy E competency8.DVD Overnight is a company that rents DVD movies by mail using the Web .it jumped into an industry where there were no firm leaders but lots of competitors and establishied a loyal clientele by seizing the opportunity to provide a service that was not available through other -A viable mission B competitive advantage C tactical innovation D benchmarking-focus E sales-orientation9.The Boston Consulting Group(BCG) uses an approach to_ that analyzes a firms business units (called strategic business units, or SUBs) as though they were a collection of separate investments.A target marketing B business portfolio analysis C marketing strategic-D market _E stock market _10. several years ago , Black & Decker purchased General Electric”s small appliances product line. _.you should know this small appliance line would be classified as a:BA dog B cash cowC question markD star 11. Assume McDonald is engaging in a market penetrating strategy . which of the following actions best illustrates a market penetrating strategy?DA opening the first McDonald in china C adding a line of new deli sandwiches to the D running a promotion based on the monopoly whereby customer have chance to win price 12 What are the three steps involved in the planning phase of the strategic marketing process?_13. the 911 and the pentagon led to many changes in the way people conducted their lives. _For American greetings the 911 was an example of an : DA strength B weaknessC threat D opportunity 第3章Clearly it is not practical to study absolutely everything Monitor- broad trends, issues and events. Develop a list of relevant publications. Check regularly. Identify- what are significant to the organization. Evaluate- the impact of the trends in its current markets. Forecast- where the trends are heading, and examine the threats or opportunities they are likely to bring in the future. Evaluate- the impact on the firms long-term strategy1. Which of the following statements about environmental scanning is true?A. Environmental scanning changes the marketing environmentB. Environmental scanning identifies and explains potential trendsC. Environmental scanning is an annual eventD. Environmental scanning focuses primarily on geographical and meteorological factorsE. All of the above statement about environmental scanning are true2. The Lemon Tree is a high-fashion boutique selling top-of-the-line womens clothing knowing the customers changing tastes and providing something different from other retailers. In addition, because of the high value of the merchandise. The Lemon Trees management is exploring the use of computerized inventory controls and sales order processing. From this description, one can infer that the environmental category of least importance to the Lemon Tree is:A. economicB. regulatory C. technologicalD. socialE. competitive3. Businesses have discovered that they can grow bigger by targeting smaller groups of consumers. These groups are increasingly defined as a generation related to important life experiences. The reason is that people who _ form brand loyalties that could last a lifetime.A. transitionB. begin collegeC. retireD. are in elementary schoolE. get married4. Concern for health and fitness is one reason 51 million people in the United States report that they are trying to control their weight. This concern represents:A. changing valuesB. change in population compositionC. demographic changeD. increase in value consciousnessE. Changing ethnic composition6. One reason some people dont like to buy clothing from Internet retailers is the inability to know if the clothes will fit once they have arrived. This is an example of _ forces of the marketing environment.A. economicB. regulatoryC. competitiveD. socialE. technological7. The Electronic signatures in global and National Commerce Art makes digital signatures as valid as non-digital pen-and-ink signatures. This act created a demand for software and hardware that would collect, transmit, and receive digital signatures. This example indicates how _ forces can work together in the marketing environment.A. technological and regulatoryB. technology and competitiveC. social and competitiveD. technology and socialE. regulatory and economic8. The social forces of the environment include the _ of the population and its values. Changes in these can have a dramatic impact on marketing strategy.A. living standardsB. social classC. demographic characteristicsD. dialectE. taste in music第4章 Personal Moral Philosophy and Ethical BehaviorMoral IdealismUtilitarianismConcept Check1. What are ethicsA: Ethics are the moral principles and values that govern the actions and decisions of an individual or group. They serve as guidelines on how to act rightly and justly when faced with moral dilemmas.2. What are four possible reasons for the present state of ethical conduct in the United StatesA: Pressure on businesspeople to make decisions in a society with diverse value systems. Business decisions being judged publicly by groups with different values and interests. The publics expectations of ethical behavior has increased. Ethical business conduct may have declined.1. Many media today use pay-to-vote pails (in which respondents use a 900 telephone number to vote “yes” or “no” on a current issue) as a means of generating viewer or listener interest.A. ethical but illegalB. ethical and legalC. unethical and illegalD. unethical but legal2. More than 70 percent of the physicians in the Maricopa County (Arizona) Medical Society agreed to establish a maximum fee schedule for health services to curb rising medical cost. All physicians were required to adhere to this schedule as a condition for membership in the society. The U.S. Supreme Court ruled that this agreement violated the Sherman Act and represented price fixing. This example illustrates that the physicians action were:A. ethical but illegalB. ethical and legalC. unethical and illegalD. unethical but legal3. China is the worlds largest tobacco-producing country and has 300 million smokers. The U.S. trade negotiators are acting:A. ethically but illegallyB. ethically and legallyC. unethically and illegallyD. unethically but legally4. _ comprise the effective rules of the game, the boundaries between competitive and unethical behavior, and the codes of conduct in business dealings.A. Societal normsB. Cultural modes and moresC. Business culturesD. Fair trade practices5. Michael Smolensky, is CEO of Lifeway Foods, lnc., based in Skokie, IIIThis is an example of:A. economic espionageB. reasonable inquiryC. industry standardizationD. standard operating procedure6. Economic espionage is most prevalent in which type of industries?A. plasticsB. retailC. logging and furniture manufacturingD. high-tech7. Procter & Gamble raises funds for the Special Olympics when consumers purchase selected company products. This is an example of:A. goodwill marketingB. public relations marketingC. transactional marketingD. cause marketing第5章CONSUMER PURCHASE DECISION PROCESSConsumer BehaviorPurchase Decision ProcessProblem Recognition: Perceiving a NeedConcept Check1. What are the two primary forms of personal influence?A: opinion leadership, word of mouth2. Marketers are concerned with which types of reference groups?A: membership group, aspiraction group; dissociative3. What two challenges must marketers overcome when marketing to HispanicsA: diversity of its subcultures, the language barrierTest Bank1. Nike has developed a new cushioning substance for use in the soles of athletic shoes. The new A. experience problem recognitionB. consult a public source of information C. consult a personal source of informationD. make a purchase decision.E. experience cognitive dissonance2. When an elementary school teacher needed to buy poster board for her class, she remembered that she