Marketing 试卷(B).doc

姓名 学号 班级 座号 . 密 封 线 内 不 要 答 题密封线 河 南 财 经 政 法 大 学 20112012学年第一学期期末考试Marketing 试题B（供国际学院， 会计专业班使用）题 号一二三四五总 分得 分总分合计人（签名） 评卷复核人（签名） .得分评卷人一、The single choice question ( 10 marks )（All questions carry equal marks）1. Which is not Target Marketing Strategies(c)A. Undifferentiated MarketingB. Differentiated MarketingC. Personal MarketingD. Focused Marketing2.To explain SWOT analysis, what is meaning for “T”?(a)A. ThreatB. TradeC. TechnologyD. Term3.Lifestyle describes which of the following:(d)A. Peoples interestsB. Peoples activitiesC. Peoples opinionsD. All of the above4. Which information collection method is not for primary information?(c) AInterviewsBObservationCRead the news paperDFocus Groups 5. Which of the following not influence price setting？(d)ACompetitionBEnvironmentCCustomerDNone of the above得分评卷人二、Please fills up the topics（ 10 marks ）(All questions carry equal marks)1. Company communicates directly through the Promotion but also indirectly through price, package, labels, etc. 2. There have 3 types of sales promotion, 1. Business. 2 Consumer 3. Trade 3. The promotion mix tools is Advertising , Direct marketing, Public Relations , Sale promotion, Personal selling and On line marketing.4. The marketing 4Ps is product, promotion , price , and place.5. The M.I.S system assesses the required information and then gathers it using the following: 1. Internal records. 2. Marketing Intelligence , 3. Marketing Research .得分评卷人三、False or true. Show the answer () or () (All questions carry equal marks)（15 marks）1. Marketing is talking about selling!(x)2. The marketing Micro environment including marketing intermediaries, customer, physical, supplier, demographic and competitors. (x)3. If you are marketer with one of company, you must continuously monitor you present competitors and try to predict new entrants.(y)4. Organizational buying behavior is same with consumer buying behavior.(x)5. The marketer always uses same method to collect secondary data and primary data.(x)得分评卷人四、Short answer question （ 30 marks ）(All questions carry equal marks)1.What is SWOT meaning? Explain three role of SWOT analysis.What is SWOT meaning? Explain three role of SWOT analysis.SWOT analysis is a planning framework which helps an organization to identify its internal Strengths and Weaknesses and its external Opportunities and ThreatsThe role of SWOT analysis To analysis SWOT must clearly understand strength and weakness of company To analysis SWOT must distinguish between the companys present and future To analysis SWOT must consider comprehensive To analysis SWOT must compare with competitors Keep SWOT analysis of simplicity, avoid complexity and excessive analysis Opinions vary from person to person2.Draw a diagram to explain Porters 5 force model.Draw a diagram to explain Porters 5 force model.1. Bargaining Power of Suppliers2. Bargaining Power of Buyers3. Threat of Substitutes4. Threat of New Entrants5. Rivalry among Competitors3. What are 7 steps for marketing planning process?What are 7 steps for marketing planning process? Step 1: Research the Market Step 2: Market Segmentation Step 3: Target Marketing Step 4: Positioning Step 5: Marketing Strategy Step 6: The Marketing Programme (4Ps) Step 7: Write the Brand Plan.五、Essay question:（ 35 marks）“What does the term marketing mean? Many people think of marketing only as selling and advertising. Although they are important, they are only two of many marketing functions and are often not the most important ones”(kotler at al. 2008)Clearly explain your understanding of marketing. The students have to clearly explain marketing principles with they had study in this year.1. Define the marketing. And marketing is about want and demand.2. Outline the marketing environment. What elements is Macro and Micro environment.3. Outline the customer buying decision process.4. What is competitor in marketing area? Why is very important to organization?5. Marketing research method and theory.6. Use students own words to explain what are segmentat