英语专业-经济学-marketing-期末试卷-答案.doc

科目国际商务班级姓名学号时间燕山大学试卷 密 封 线 共9 页 第 1 页 题号总分分数I. Multiple Choices (only one answer is correct, 50%)1. The twofold goal of marketing is to attract new customers by promising superior value and to _.a. keep and grow current customers by delivering satisfactionb. keep and grow current customers by delivering competitive pricingc. keep and grow current customers by delivering friendly serviced. keep and grow current customers by delivering vast product assortment2. Today, marketing must be understood in terms of not just making a sale but also _.a. satisfying customers needsb. understanding customers valuec. understanding customers self-imagesd. brilliant advertising3. The difference between customer value and customer satisfaction is that value is the difference between the values the customer gains from owning and using a product and the _.a. cost of delivery of the productb. cost of obtaining the productc. cost of competing productsd. cost of the lost experience4. We can safely say that when a customers purchase lives up to his or her expectations, the customer is experiencing this state of being_.a. customer valueb. self-esteemc. self-actualizationd. customer satisfaction5. Marketing consists of actions taken to build and maintain desirable _ with target audiences involving a product, service, idea, or other object.a. exchange transactionsb. exchange relationshipsc. exchange processesd. exchange communication6. The five alternative concepts under which organizations conduct their marketing activities include the production, _, selling, marketing, and societal marketing concepts.a. promotionb. pricingc. distributiond. product燕山大学试卷 密 封 线 共 9页 第 2 页 7. Setting a high initial price for a new product, and then gradually reducing that price, is called: a. Market penetration b. Market skimming c. Product-line pricing d. Functional discounting8. _ produce a lot of funds that a business uses to pay its bills and support other business areas that need investment. a. dogs b. question marks c. stars d. cash cows9. _ involves evaluating different customer groups for their market attractiveness, and selecting one or more of these groups to pursue. a. Market segmentation b. Market targeting c. Market positioning d. The marketing process10. A strategy of _ relies on selling existing products to new customers. a. market penetration b. market development c. product development d. diversification11. _ markets buy goods and services either for resale or for further processing. a. Consumer b. Business c. Government d. Institutional12. _ data have the characteristics of being relative cheap and quick to obtain. a. Internal b. Secondary c. Primary d. Marketing intelligence13. _ is/are one of the best methods for gathering information quickly, and provides a great deal of flexibility. a. Mail questionnaires b. Telephone interviewing c. Personal interviewing d. Observation14. The most basic cause of a persons wants and behavior is _. a. social status b. economic well-being c. culture d. ethnic background燕山大学试卷 密 封 线 共 9页 第 3页 15. People who, because of special skills, knowledge, or personality, exert influence over others are called _. a. market innovators b. change agents c. gatekeepers d. opinion leaders16. Business markets generally have far _ and _ buyers than do consumer markets. a. fewer; larger b. fewer; smaller c. greater; larger d. greater; smaller17. The most extreme form of micromarketing is _ a. local marketing b. individual marketing c. niche marketing d. none of the above18. Age, gender, and ethnicity are examples of _ segmentation bases. a. geographic b. demographic c. psychographic d. behavioral19. An organization with several product lines has a _. This consists of all the product lines and items that a particular seller offers for sale.a. product mixb. brand linec. consumer mixd. packaging mix20. The first step in the new product development process is _. a. idea screening b. idea generation c. concept testing d. market testing21. Sales grow the fastest during the _ stage of the product life cycle. a. introduction b. growth c. maturity d. decline22. Now many companies are beginning to think of _ interests as well as their own customers needs.a. societysb. stockholdersc. investorsd. lenders燕山大学试卷 密 封 线 共 9页 第 4 页 23. Mountain Home Farms is now using the product/market expansion grid. The owners have found it to be quite useful for identifying _.a. target marketsb. growth opportunitiesc. key customersd. new products24. You have been given the assignment to develop new markets for your current products and services. Which of the following might work?a. reviewing new demographic marketsb. reviewing new geographic marketsc. reviewing current sales recordsd. A and B25. Paul Pendergraff has discovered a group of potential customers who seem to respond in a similar way to a given set of marketing efforts. Paul has discovered a _.a. target marketb. market segmentc. marketd. gold mine 26. Favorite Memories specializes in serving market segments that major competitors overlook and ignore. What strategy does this firm use?a. market followerb. marketer challengerc. market seekerd. market nicher27. If American baby boomers are predictors of where product and service demand will be, increased demands will most likely be evident in _ in the coming years.a. university enrollmentb. beer and winec. the need for healthcared. the automobile industry 28. Anna Flores can consider buying an expensive Nikon camera if she has enough _, savings, or borrowing power.a.personalityb.personal rmation search 29. Many marketers use a concept related to personalitya persons self-concept. The basic self-concept premise is that peoples possessions contribute to and reflect their identities; that is, “We are what we have.” This leads consumers to _. a.buy books to support their self-imagesb.use brand personalitiesc.begin habitual buying behaviord.begin variety-seeking buying behavior燕山大学试卷 密 封 线 共 9页 第 5 页 30. Blake is in the process of buying a new car. He is highly involved in the purchase and perceives significant differences among his three favorite models. Blake will likely undertake _.a.postpurchase plex buying behaviorc.opinion leadershipd.dissonance 31. A manager of a Holiday Inn said, “We have power and value in the market and people are willing to pay for it.” This manager is referring to _.a. social marketingb. brand equityc. specialty productsd. line filling32. When the Twin Six Cafe provides gourmet menu options to its customers, as well as impeccable servicewhich even allows the customer to hand-select his or her own cut of meat_ is/are evident.a. only an actual productb. only an augmented productc. only a core benefitd. a core benefit, an actual product, and an augmented product33. JB Auto Detailings customers have noticed that the quality of services depends on who provides them as well as when, where, and how they are provided. What have the customers noticed?a. service intangibilityb. service inseparabilityc. service variabilityd. service perishability34. In which stage of the PLC will promotional expenditures be especially high in an attempt to create consumer awareness?a. product developmentb. introductionc. growthd. maturity35. The more _ the demand, the higher the company can set its price.a. elasticb. externalc. internald. inelastic36. As a manufacturer increases price, _ volume drops.a. targetb. break-evenc. cost-plus pricingd. total cost37. Market-skimming pricing will likely be most effective in selling _.a. any convenience itemb. an electronic device for which research and development must be recollected.c. shampoo and bath soapd. anything easily copied by competitors燕山大学试卷 密 封 线 共 9页 第 6 页 38. remains an important element in the marketing mix. It is the only element that produces revenue; all other elements represent costs.a. Current profit maximizationb. Market share leadershipc. Priced. Product quality leadership39. When McDonalds offers its products inside of a Wal-Mart store, it is following a _.a. conventional distribution channelb. corporate VMSc. contractual VMSd. administered VMS40. Which product will most likely be exclusively distributed?a. BMW carsb. Levis blue jeansc. Prairie Farms yogurtd. Coca-Cola41. Some retailers, such as _, carry narrow product lines with deep assortments within those lines.a. chain storesb. specialty storesc. convenience storesd. discount stores42. A companys total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to pursue its advertising and marketing objectives. This is also called _.a. direct marketingb. integrated marketingc. promotion mixd. competitive marketing43. When Revlon sells its products in other countries, it is moving into a new _.a. demographic segmentb. total marketc. geographic marketd. personal communication channel 44. A companys channel decisions directly affect every other _.a. channel memberb. marketing decisionc. customers choicesd. employee in the channel45. When backed by buying power, wants become _. a. needs b. demands c. desires d. quantified燕山大学试卷 密 封 线 共9 页 第 7 页 46. When a store reduces the price of several items in the hope that customers will buy other items at normal markups, the store is using this type of pricing.a. promotionalb. list pricec. loss leadersd. psychological47. What is the important type of value pricing that adopted by the supermarkets today?a. competition-based pricingb. everyday low pricingc. cost-plus pricingd. break-even pricing48. Your firm added three new products earlier this year to add variety for customers. Two of them failed to reach even minimal sales. What could be a possible cause?a. The market size may have been overestimated.b. The actual products may not have been designed as well as they should have been.c. The products were not positioned correctly in the market.d. All of the above.49. Product planners need to think about products and services on three levels. Each level adds more customer value. The most basic level is the _, which addresses the question, “What is the buyer really buying?”a. actual productb. augmented productc. core benefitd. co-branding50. A _ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges.a. product lineb. line extensionc. private brandd. convenience productII. True or False （20%）1. Diversification is the strategy of company growth by starting up or acquiring businesses outside the companys current products and markets.2. Environmental management perspective is the management perspective in which the firm continually watches and reacts to the forces in its marketing environment.3. The adoption classification suggests that an innovating firm should research the characteristics of early adopters and early majority first. 4. Competitive advantage refers to the advantage over competitors gained by offering consumers greater value through lower prices and providing more benefits that justify higher prices5. In the maturity stage of PLC, product manager should focus on defending their main products to maintain the market share.6. If a downward-sloping experience curve exists, this is highly significant for the company which adopts a market penetration strategy.燕山大学试卷 密 封 线 共9 页 第 8 页 7. In product line pricing, management must decide on the price of each individual product in the line.8. From the economic systems point of view, the role of marketing intermediaries is to transform the assortments of products made by producers into the assortments wanted by consumers.9. Horizontal conflict occurs among firms at the different level of the channel.10. The model of elements in the communication process suggests that marketing communication must understand the consumers field of experience.11. Franchise is a contractual association between a manufacturer, wholesaler, or service organization who buy the right to own and operate one or more units in the franchise system.12. Companies rarely ever give their customers the tools and resources to design their own products.13. Environmental elements are categorized as external factors that affect pricing decisions.14. The simplest pricing method is break-even pricingadding a standard markup to the cost of the product.15. An increasing number of retailers and wholesalers have created their own brandssuch as Wal-Mart offers Sams Choice beverages and food products. This is called co-branding.16. In international product and service marketing, it is important to know what different colors mean to different countries.17. A products position is the way the product is defined by the retailers who sell it to target markets. It is how it is defined on important attributesthe place the product occupies in the retailers minds relative to competing products.18. For simplicitys sake, most marketers generally limit their segmentation analysis to one or a few variables.19. At this point, your company wants to move away from mass marketing and engage in target marketing. The three steps to take, in order, are market segmentation, marketing positioning, and target marketing.20. Younger consumers are better off financially than mature consumers. They are the ideal market for exotic travel, restaurants, high-tech home entertainment products, and leisure goods and services.III. Case Study （20%，5% each questions）Chocoholics Rejoice!It is finally here! China recently opened a chocolate theme park in Beijing. It contains five indoor pavilions with controlled temperature so that the chocolate does not melt as well as two outdoor sites. They offer displays of various chocolate made objects such as replicas of the Terracotta Army, the Great Wall, famous paintings, and other items such as shoes or sports equipment, and a full size BMW. Tina Cheng, who will be operating the park, said that visitors will be offered a full chocolate experience - they will be able to see, touch, taste, and purchase the different chocolate items. The theme park is a strategic step in Chinas path to developing its food and beverage industry. Chocolate is not as popular there as it is in Western countries, however, the younger generation is getting a taste for it. Therefore, it is a good investment. Many prestigious chocolate makers from European countries such as Italy, Belgium, and Switzerland have realized the potential Chinese market holds and therefore have expressed interest in joining the chocolate theme park project.燕山大学试卷 密 封 线 共 9 页 第 9 页 The chocolate park will generate revenues due to various factors. Its l