英文版国际营销学期末试卷

英文版国际营销学期末考卷10section 1:真与假For each of the following，placea“t”ifthestateis“true”，“f”ifthestateisfalse.(20marks )_ _ _ _ _ _ _ _ _ _1. whenthepricsetterstressesthesuppriceorcostideofthepricingproblem，thesuppriceorcostidedofthepricingproblem。_ _ _ _ _ _ t _ _2. allactivitioninsellingrenting，andprovidingdowsandservicestovelutityconsumersforpersonal，familyorhousehold，usearentional_f_3.anypaid表单fofnonpersonalcommunicationaboutanization，good，serviceoradiationbyidentifiedsponsorcalled : publicity_ _ _ _ _ _ _ _ _ _4. theminarreafirmsegmentsmarketsistorefinesalesforecastsandallowformoreproductdifferentiation ._ _ _ _ _ _ _ _ _ _ _ _5. theretailpositionmatrixmakes使用这些two dimensions : widthanddepthofproductline_ _ _ _ _ _ _ _ _ _ _ _6. thepurcesofabottleofwaterisalow-involvement purchase。_ _ _ _ _ _7. dundingtheintroductionstageoftheplc，salesgradualincreaseandcompetitionbecomestogh。_ _ _ _ _ _ _ _ _ _ 8市场营销isbestdescribeas销售_ _ _ _ _ _ _ _ _ _9. themarketingobjectiveforthematuritystageofplcistomaintainbrandloalty ._ _ _ _ _ _ _ _ _ _ _ _ _ _ 10.introductionstage，acontacontracetinstheproductredesmarketionsupportcostsisinwhatstageoftheplc。section 2: multiple choice.(总部40，2市场/查询)右answersarehighlighted1.between classes colycollecollegesstotapconnelentitylocaldvendingmachinesforfavoritecandybanandsoftdrink .他们的chessaregenerallyman littleornoeffortoconsideralternativeproductoffings.thecollegestudentitiesdescriptionheremostlyinvolvedine _ _ _ _ _ _ _ _ _a ) limitedproblemsolvingsituationsb ) routeineproblemsolvingsituationsc )可扩展可专业化解决方案d ) intensiveproblemsolvingsituationse ) unlimitedproblemsolvingsituationsAns: b反馈： routeinepurchaseordersinvolvelow-priced frequentlypurschadprodus.consmerstypicallyspendlittleefortortimeseekingores urchasedecisionsrembleha bitualresponsones和aretypicaloflow-involvement decisions。2.theanxietyfelt是consurcencannaticationtheoutocommesofautheappurcedbutheapputheappurcationbethemaybea )自主身份证明b) perceived riskc) temporal uncertaintyd )空间不均衡e) buyers remorseAns: b3.arveragecommuniveroperationsinaccomplementionaccomplementionaccomplementoa) selective retentionb )选择身份验证c) selective exposured) selective perceptione) stimulus discriminationAns: d战斗机4.quessuchcas : whatadsdoyourememberseeyesterday？ “areanexampleofwhattypeofpost -测试？a )加入的回复b )未知回复c ) inquiry测试d ) attitude测试5.isafvaverableationationdconstityenterpurcesourceofasinglebrandovertime。a) Brand biasb) Brand discriminationc) Brand loyaltyd) Behavioral loyaltye) Selective perceptionAns: c装订线装订线6.amarketsegmenthaveacollectionofprospectivebuyersthatare :a) Ready to buyb) Showing unfilled needsc) Relatively heterogeneousd) Relatively homogeneous。7.kfcinjapansellerstempuracrispysstrips.innorthernengland， it stresses gravy and potatoes whileinthailanditoffersfreshrice.inhollandinsteadofpotatooes，kfcofferscustomersapotatoandonioncroquesa) demographicsb) symbolsc )客户d )敏感性e) selective perceptionAns: cfeedback : customsarewhatisconnsiderdnationandexpectionabouthewaypeopledothings (including what他们eat ) inaspecificcountry.kfcsers8.theformationtorelatethemarketsegmentsofpotentialbuyerstoproducts脱离edorpotentialmarketingactionsbythefirmiscalled :a) Action gridb) Relation gridc )产品网格d) Market grid9.whenafirmdistributesto2ormodefiredifferentertityofchannelforthesameproduct，this is called:a )双通道占空比b )双网络c) Split distributiond )双重分布10.whichofthefollowingisnotacriteronausedformingrsegments？a) Potential for increased profitb ) similarityofneedspotentialbuyerswithinasesegmentc )相容性位置；d ) potentialofmarketingactiontoreachasesegmente ) simplicyityandcostofassigngpotentialbuyerstosegmentAns: cfeedback : competitivepositionisareasonforsselectingamarket，notforsegmentingit.thefiviricationtobeusedinformatingsegments (2) similarityofpotentialbuyerswithinasegment； (3) differenceofneedsofbuyersamongsegments； (4) potentialofamarketingactiontoreachasegment； (5) simplicityandcostofassigngpotentialbuyerstosegments。11.automobilesandtvsareinwhatstageoftheplca) Introductionb) Growthc) Maturityd) Decline12.candcnachocheesesauce先生为北美西部和南部西部的