英文版国际营销学期末试卷1

1、精品文档英文版国际营销学期末试卷 10SECTION 1:True and False TOTAL20 marksFor each of the following, place a “T”if the statement is “true ” “ F”if the stateme nt is false. (20 marks)_FI.Whe n the price setter stresses the supply or cost side of the pric ing problem,they are using competition-orientation pricing.T_2.

2、 All activities invo Ived in selli ng renting, and providi ng goods and services to ultimate con sumers for pers on al, family or household use are known as retaili ng.F3.A ny paid form of non pers onal com muni cati on about an orga ni zati on, good, service or idea by an identified sponsor is call

3、ed: publicityF4. The mai n reas ons a firm segme nts its markets is to refi ne sales forecasts and allow for more product differe ntiatio n.F5. The retail positi on matrix makes use of these two dime nsio ns:width and depth of product line.T6. The purchase of a bottle of water is a low-i nvo Iveme n

4、t purchase.F7.Duri ng the in troduct ion stage of the PLC, sales gradually in crease and competiti on becomes tough.F8 “ Marketing ” is best describecfeeising ”“_T9. The marketi ng objective for the maturity stage of PLC is to mai nta inbrand loyalty.F10. In in troducti on stage, a compa ny reta ins

5、 the product but reduces marketing support costs it is in what stage of the PLC.SECTION 2: Multiple Choice. (Total 40, 2 Marks/Question)Right an swers are highlighted.1. Between classes, many college students stop at conveniently located vending mach ines for their favorite candy bar and soft drink.

6、 Their choices are gen erally made quickly and with little or no effort to con sider alter native product offeri ngs. The college stude nts described here are most likely invo Ived in.a) limited problem solving situationsb) routi ne problem sol ving situati onsc) exte nsive problem solvi ng situati

7、onsd) inten sive problem sol ving situati onse) un limited problem solvi ng situati onsAns: bFeedback: Routine purchase decisions invoIve low-priced, frequently purchased products. Consumers typically spend very little effort or time seeking or evaluating alter natives. Purchase decisi ons resemble

8、habitual resp on ses and are typical of low-i nvo Iveme nt decisi ons.2. The an xiety felt because the con sumer cannot an ticipate the outcomes of a purchasebut believes there may be n egative con seque nces is called.a) a n egative an tecede ntb) perceived riskc) temporal un certa intyd) spatial u

9、n certa intye) buyers remorseAns: b3. Because the average con sumer operates in a complex en vir onment, the huma n brainattempts to orga nize and in terpret in formatio n with a process called.a) selective rete ntio nb) selective atte ntio nc) selective exposured) se l ective pe rce pti one) stimul

10、us discrim in atio nAns: d订 4. Questions such as:” What ads do you remember seeing yesterday? ple are an examof what type of post-test?a) Aided recallb) Un aided recallc) In quiry testd) Attitude test.线丿5. is a favorable attitude toward and con siste nt purchase of a sin gle brandover time.a) Brand

11、biasb) Brand discrim in atio nc) Brand loyaltyd) Behavioral loyaltye) Selective percepti on Ans: c6. A market segme nt would have a collectio n of prospective buyers that are:a) Ready to buyb) Show ing un filled n eedsc) Relatively heteroge neousd) Relatively homoge neous.7. KFC in Japan sells tempu

12、ra crispy strips. In northerin England, it stresses gravy and potatoes, while in Thaila nd it offers fresh rice. In Holla nd in stead of potatoes, KFC offers customers a potato and onion croquette. In Fran ce, KFC sells pastries alon gside its chicken. These examples illustrate that KFC exhibits an

13、understanding of and appreciati on for theof other societies.a) demographicsb) symbolsc) customsd) sen sitivitiese) selective percepti onAns: cFeedback: Customs are what is con sidered no rmal and expected about the way people do thi ngs (in clud ing what they eat) in a specific coun try. KFC serves

14、 food that suits the tastes of its target markets in each of the coun tries listed.8. The framework to relate the market segme nts of pote ntial buyers to products offered or potential marketing actions by the firm is called:a) Action gridb) Relati on gridc) Product gridd) Market grid.9. When a firm

15、 distributes to two or more different types of channels for the same product, this is called:a) Double cha nnel dutyb) Dual n etworkc) Split distributio nd) Dual distributi on10. Which of the following is NOT a criterion used in forming segments?a) Pote ntial for in creased profitb) Similarity of n

16、eeds of pote ntial buyers with in a segme ntc) Competitive positi ond) Pote ntial of marketi ng actio n to reach a segme nte) Simplicity and cost of assig ning pote ntial buyers to segme ntsAns: cFeedback: Competitive positi on is a reas on for select ing a market, not for segme nting it. The five c

17、riteria to be used in forming segme nts in clude (1) pote ntial for in creased profit; (2) similarity of n eeds of pote ntial buyers with in a segme nt; (3) differe nce of needs of buyers among segments; (4) potential of a marketing action to reach a segme nt; (5) simplicity and cost of assig ning p

18、ote ntial buyers to segme nts.11Automobiles and TV s are in what stage of the PLCa) In troduct ionb) Growthc) Maturityd) Decli ne12. Campbells found that its canned n acho cheese sauce, which could be heated andpoured directly onto n acho chips, was too hot for America ns in the East and not hot eno

19、 ugh for those in the West and Southwest. Today, Campbells pla nts in Texas and Califor nia produce a hotter n acho cheese sauce tha n that produced in the other pla nts. Campbells is usingsegme ntati on.a) ageb) behavioralc) socioec ono micd) geographice) perceptualAns: dFeedback: Campbells is mark

20、et ing a differe nt sauce to differe nt markets depe nding on where they are located. This is geographic segme ntati on.13. What type of ad gets the con sumers to take immediate acti on?a) Delayed-resp onse advertis ingb) Direct-resp onse advertis ingc) Direct-trigger advertis ingd) Direct-acti on a

21、dvertis ing14. The con sumers represe nted by B in Figure 11-5 are calleda) inno vatorsb) late majorityc) early majorityd) early adopterse) laggardsAns: dFeedback: Figure 11-5 shows the consumer population divided into five categories of product adopters based on whe n they adopt a new product: (A)

22、inno vators, (B) early adopters, (C) early majority, (D) late majority and (E) laggards.15. Sugarca ne producers are now promot ing them as an alter native source of en ergyto oil. They are.a) finding new users through a product modificati on strategyb) creat ing new use situati ons through a market

23、 modificati on strategyc) in creas ing use by existi ng customers through a product modificati on strategyd) modify ing the product characteristicse) demarketi ng the productAns: bFeedback: With market modification strategies, a company tries to find new customers, in crease a products use among exi

24、sti ng customers or create new use situations. Finding new uses for a more mature product helps extend the products life cycle, as in the case of sugarca nes.16. Pizza Hut Bscent introduction of the thin and crispy crust pizza on top of itsorig inal thick crust is an example ofand should attract new

25、 buyers.a) a market-product strategyb) diversificati onc) market modificati ond) product modificati one) harvest ingAns: dFeedback: Product modification is a strategy that invoIves altering a products characteristic such as its quality, performa nce or appeara nceto try to in crease the products val

26、ue to customers and in crease sales.17. The marketing of two or more products in a single package price is calleda) Target pric ingb) Bun dle pric ingc) Odd-eve n prici ngd) Price lining.18. In responseto Duracells introduction of the Duracell Ultra battery, Energizerintroduced an Advaneed Formula b

27、attery, but unlike Duracell, Energizer priced its batteries at a low in itial price to attract the mass market. En ergizer used.a) pen etrati on pric ingb) prestige prici ngc) skimmi ng pric ingd) price lininge) cost-plus fixed-fee pric ingAns: aFeedback: Penetration pricing is setting a low initial

28、 price of a new productthe strategy En ergizer chose.19. Which promoti onal mix alter natives allows the seller to see or hear the pote ntial buyers reacti on to the message?a) Advertisingb) Pers onal selli ngc) Public relati onsd) Sales promoti ons20. To handle products in the decline stage of the

29、product life cycle, companies oftenuse either.a) diversificatio n or harvesti ngb) diversificatio n or con tract ingc) deleti on or harvesti ngd) deleti on or diversificatio ne) build ing or con tract ingAns: cFeedback: To handle a declining product, a company will follow one of two strategies. Dele

30、tion is dropping the product from the companys product line; harvesting is reta ining the product but reduci ng market ing costs.得分SECTION 3: SHORT ANSWERS (40 marks)Question 1 (20 marks- Bran di ng)Pro ImageThe marketi ng of professi onal and uni versity team sportswear and no velty items is a $3 b

31、illio n-a-year in dustry.Pro Image was one of the first fran chiser of the on e-stopsports fan shop. Pro Image controls over 130 stores, with an additional 100 franchised outlets. Each franchise store costs roughly $100,000, approximately $16,000 of which covers the fran chise fee with the rest goin

32、g toward inven tory and store improveme nts.Pro Image assists fran chisees in site select ion, lease n egotiati on, and advertis ing. Pro Image requires new owners to attend a four-day training session. Other assista nee in cludes a bus in ess hotl ine and a computerized inven tory and sales system.

33、 As an added service they stock hard to get items in a 4,500 square-foot warehouse, mak ing them more readily available to fran chisees.2a) Suppose you are interested in opening a sports fan shop. What are the adva ntages and disadva ntages of beco ming part of a fran chise operati on? (10 marks) An

34、 swersFor fran chisor:? Expa nsion:VC & con trol? Legal con siderationno more lice nses? Operati on con siderationfran chisee has greater incen tivetha n employeeFor fran chisee:? Employme nta way of owning a bus in ess? Quick starta prove n trademark? TrainingFran chisor provide sig ni fica nttrai

35、ningFor fran chisor:? Limited pool of available fran chiseesFinan cial resources & desire? ControlCareful scree n fran chiseeIllegal operati on by fran chisee damage goodwill of fran chisor For fran chisee:? No guaranteeBusin ess risk? ControlLoss of con trolRequired to follow system? Pricefranchise

36、 fee, ongoing royalties and advertising contributions? Con flictsacting in bad faith 2b) A fran chise is described as what type of vertical marketi ng system? How does this system differ from the other two types? (10 marks)An swersFran chis ing is on con tractual base.The other two are based on: cor

37、porate con trol or adm ini strative con trol.Questio n 2 (20 Marks)GURU, a China based bran d, is an en ergy drink made from all n atural in gredie nts.lt combines the power of carefully chosen ingredients from around the world. GURU drink is made from carb on ated water, white grape juice concen tr

38、ate, n atural flavors, guara na extract, lem on juice, ginseng extract, Echi nacea extract and gin kgo biloba extract. While the primary ben efit of most other beverages on the market today is to quench thirst and refresh, GURU s srtoirpbDeneitthe user withnot only a boost of physical en ergy, but a

39、 men tal one as well. GURU is used to delivery en ergy for athletic performa nee and to aid memory (helpi ng stude nts study).2. a) Assuming GURU is about to enter the maturity phase in the product life cycle. What changes to the marketing mix would you advise the management of GURU as it en ters th

40、is phase of the Product Life Cycle? (10marks)An swersProduct: Differe nt versi onPrice: lower pricePlace: inten sive distributio nPromoti on: rem inding, competitive ad, sales promoti on.(2.5 each)2. b) How could GURU exte nd its product life cycle? (4)An swersModify the productModify the marketRepo

41、siti oning2 c) Which pricing strategy would you suggest to Guru, skimming pricing or penetration pricing at current product life cycle stage? Explain why. (6 marks) An swersThere is no right answer. As long as students indicate 3 reasons, they get the points.Penetration Pricing .a. Setting a low ini

42、tial price on a new product to appeal immediately to themass market ispenetration pricing , the exact opposite of skimming prici ng.b. The conditions favoring penetration pricing are:Many segme nts of the market are price sen sitive.A low initial price discourages competitors from entering the marke

43、t.Un it producti on and market ing costs fall dramatically as producti on volumes in crease.c. A firm using pen etrati on pric ing may:Maintain the initial price for a time to gain profit lost from its lowin troductory level.Lower the price further, counting on the new volume to gen erate then ecessary profit.d.