英文市场营销B卷

鄂鄂州州 职职业业 大大 学学 2008 20092008 2009 学学年度第二年度第二学学期期末考期期末考试试试试卷 卷 B B 卷 卷 系系别别 外外语语系系 课课程名程名称称 国际国际市市场营销场营销 一 Filling the Blank 1 20 20 1 is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others Philip Kotler 2 A company s marketing environment consists of a microenvironment and a macroenvironment The microenvironment consists of The macroenvironment consists of 3 Marketing Mix refers to the company s marketing policy that are combined to achieve its objectives The four elements sometimes called the 4Ps are 4 Marketing positioning a company can differentiate its offer from those of competitors along the lines of differentiation through or 5 Marketing communications includes advertising Individual choice 2 10 20 1 The product can be defined as industrial goods and Consumer goods in terms of its final use Which of the following belongs to industrial supplies goods A toys B crude oil C clothing D furniture 2 Pricing strategy means finding out how much the consumer will pay for the product Which one of the following is discounts A total costs added the required profit B in the busy season charge a higher price C different price in different countries D in the slack season charge a lower price 3 Cullture is the most basic cause of a person s wants and behavior There are many mistakes in the world market cause of culture In Islam world which of the following gifts they don t like A prayer carpet B Arabian pure woolen hat C pork and pigskin D muslim goods 4 There are two famous watch brands in the world One is Swatch the other is Citizen Which one of the following words can NOT On behalf of the personalities of Citizen watch A Eco drive B Water Resistant C SHOCKPROOF D stylish colorful 5 We sell what consumer needs Which is closest to its marketing philosophies A product oriented B Production oriented C Marketing oriented D Sales oriented 6 Coca cola used to produce only one drink for the whole market The marketing strategy is A Product variety marketing B differentiated marketing C selective specialization D undifferentiated marketing 7 Currently many refrigerator manufactures advertised environmental green healthy to promote non CFC refrigerators Their marketing philosophy is A Production oriented B Marketing oriented C Sales oriented D Social Marketing oriented 8 For advertisement different medias forms have different costs Which is the most expensive A newspaper B Television C Radio D Magazines 9 In Maslow s theory of Motivation which is the highest stage A Physiological needs B Safety needs C Self actualization needs D Social needs 10 Which one is NOT the characteristics of service marketing A tangibility B Perishability C Variability D Inseparability 三 英译汉 5 5 25 1 Service industries are quite varied Service organizations range in size from huge international corporations based on such enterprises as airlines banking insurance telecommunications hotel chains and freight transportation to a vast array of locally owned and operated small business including restaurants laundries taxi 2 Although marketing research can provide few answers with complete assurance it can reduce risk and uncertainty to increase the likelihood of the success of marketing decisions 3 Chinese consumers are cautious quality conscious more impressed with function than style and generally ambivalent about brand names 4 Advertising is an impersonal one way mass communication about a product or an organization that is paid for by a marketer It involves the use of communications media to inform persuade publicize and remind potential and existing consumers about an organization s products and activities 5 Traditionally a market was the place where buyers and sellers gathered to exchange their goods such as a village square Economists use the term to refer to a collection of buyers and sellers who transact over a particular product hence the housing market the grain market and so on 四 Essay Questions 15 分 一 Identify several global brands What are some of the reasons for the global success of the brands you chose 二 Read the following advertisement and try to answer the question Like father like son The Motorola Ultra Lie has a legand to live up to Over fifty years ago we defined durability with the SCR536 the world s first hand held wireless radio Tough then Tough now Motorola The best selling most preferred cellar phones in the world Question What are the main objectives of the advertisement 五 阅读理解 4 5 20 分 Tourism wasn t as important as it is today In the past only people with a good deal of money could travel on holidays to other countries More people travel today than in the past because there is a growing middle class in many parts of the world that is to say people now have more money for travel Special air plane fares for tourists make travel less expensive and more attractive than ever before One person doesn t travel for the same reason as another But most people enjoy seeing countries that are different from their own They also like to meet new people and new food Tourism causes many changes in a country and in people s lives People build new hotels and restaurants and train native men a women as guides to show visitors interesting places There re new night clubs and other amusement International tourism is clearly a big business 1 In the old days could travel to other countries A boys or girls men or women young or old B either kings or queens C both the poor and the rich D nobody but those who had money 2 Many more people travel today than in the past because A people have become more interested in traveling B travelling today is easier than in the past C people now have spare money for travel D great changes have taken place in the world 3 What makes travel more attractive than before A Travel by air to other countries is much cheaper today B More guides are being trained to show beautiful spot