市场营销学英文习题

市场营销学英文习题A、TrueorFalse(2‘_10=20)1.Themarginaleffectofadvertisingonsalesisalwayssamethroughoutdifferentstagesofnewproductdiffusion. F2.pricepromotionhurtsbrandequity. T3.Cooperationbetweenchannelmembersleadstohigherprofitforbothretailerandmanufacturer,giventhereareonlytwochannelmembers. T4.productdevelopmentinvolvesveryhighcostandrisksoffailure.Therefore,companiesshouldnotdevelopnewproduct. FMa_imizingconsumer‘stimespentinstoresisoneofthe‘sobjectives.TBrandequityismoreimportantforgoodsthanservices. FAdvertisingisamoreefficientwaytoincreaseconsumer‘snewproductawarenesslevelthanpersonalcommunication. T8.E_clusivedistributoronlymanagesonebrandinthechannel. F9.Bundledproductsarealwayspricedlowerthannon-bundledproducts. Higherleveldependenceonmanufacturerleadstohigherlevelforthedealer. FB.MultipleChoices(3‘_10=30‘)1,Medicaltorsareusinga(n) B communicationchannelsharethenewdruginformation.a.personal b.e_pertc.advocated.mass2,Whichofthefollowingcoulde_plainwhythepricesoficecreamproductsmadebyHaagen-dazsaremuchhigherinChinamarketthaninUSmarket?CtheincomelevelofthetargetcustomersinChinaishigherthanlevelofthetargetcustomersinUS.thetransportationacrossthecontinentinvolvesveryhighcost thecompanyusesmarket-skimmingpricingtacticd.thequalitylevelofHaagen-dazsproductinChinaismuchhigherthatinUS.13,Whatisthemainreasonthatcoulde_plainwhycompanieswouldperformquantitydiscount?Ca,takingcareofconsumerwelfareb,improvingcustomersatisfactionlevelc,e_tractingmoreconsumersurplusd,undertakingmoresocialresponsibility4GeneralMillsoffersdifferentproductlinesinChinamarketfromthoseinUS.WhatkindofstrategyGeneralMillsuseshereintheworldmarketplace?Da,pricediscriminationb,costleadership c,d,differentiation5,Whichofthefollowingfunctionswholesalersusuallydonotperform?Ca,storageb,financingc,newproductdevelopmentd,marketinformationsharingwithmanufacturers6,Whichofthefollowingisacharacteristicofabrand?Aa.identificationofproductqualityb.greaterloyaltyc.largermarginsd.highermarketshare7.Everynightafterworkingtheswingshift,Sierrastopsbythe7-Elevenstorenearherhouse.Sheoftenbuysbreadanddrinkswhilesesthereeventhoughthepricesatthe7-Elevenstorearehigherthanatherlocalsupermarket.The7-Elevenstoreisane_ampleofa .Da.specialtystoreb.superstorec.warehousestored.conveniencestore8,Lastminutedealsinairlineindustrymeansthatconsumerscouldpossiblypurchasee_tremelylowpricedairtickets2or3daysbeforedeparture.Whichofthefollowingrepresentsthecharacteristicoftheairlineindustryinthiscase?Ba,inseparabilityb,perishability2c,variabilityd,distinctiveness9,MarketingatatacticallevelincludesallofthefollowingactivitiesE_CEPT:Ca.packagingb.pricingc.valuepositioningd.personalselling10,A(n) B marketischaracterizedbyafairlynarrowlydefinedmarketwithacompleteanddistinctsetofneeds,andawillingnesstopayapremiumtomeetthoseneeds.a.localb.niche c.individuald.derivedC, ShortEssayQuestions(10‘+10‘=20‘)1,HappyDaysseafoodrestaurantinSanyaofHainanProvincehasjustbeenboughtbyayoungandrichChinesebusinessman.ThenewownerwantstomakeHappyDaysstandoutamongthemanycompetitorsbybeingthehighestqualityrestaurant.E_plainatleastfivewaysHappyDaysservicecouldbeimproved.(10‘)?????Reliability Assurance Tangibles Empathy,and OR.IdentifyhighqualityfoodHirehighlyskilledchefsandwaitressStandardizecookingandservingprocessCultivategoodmealenvironmentinrestaurantDifferentiateproductfeaturesandrelevantpricingstrategy32,PleasediscussoneoftheachievementsofNobelPrizewinners(couldbe,butnotlimited,withineconomicssciencearea)anditsmarketingimplications.(10‘)OliverWilliamsontransactioncosteconomicsappliedinmarketingchannelNashgametheoryappliedinpricingKanemanandTversky:prospecttheoryinbehaviouralpricingPavlov:consumerlearningHeckmanandMcFadden:Brandchoicemodel得分D.LongEssayQuestions(30‘)Supposethatyouareamanagingpartnerofalocalaccountingfirm,responsibleforthebusinessdevelopment.Therearearound50staffmembersinthisfirm.Currently,thefirmhastwobusinessunits:assuranceservicesandta_ationconsultingservices.Now,thefirmplanstoe_panditsbusinessintobusinessinformationsystemconsultingarea.Pleasediscussthepotentialcustomerbasesthatthefirmmight(10‘)Answerkeyse_istingcustomerbaseforcrossselling.CouldbemediumsizeenterprisesPleaseusemarketing4PsasatooltodiscusshowthefirmcanitsnewbusinessinITconsultingarea.(20‘)Answerkeyspricing:bundlingcomplementaryITserviceswithe_istingta_ationandassuranceservices;marketpenetrationstrategyduetothee_istingcompetentinternationalplayerslikeAccentureproduct:servicequalityimprovementplace(channel):wordofmouthdisseminationpromotion:initialdiscount,e_istingcustomerreferralA、TrueorFalse(2’_10=20)Inter-organizationalrelationshipisauniquephenomenoninChinaThesalesofanewproductisevenlydistributedindifferentframes.3.Developingone-to-onemarketingthroughaCRMprogrammightinclude4notpursuingallcustomers.Post-purchasesatisfactionisafunctionofthee_pectationsandtheproduct‘sperceivedperformance.

sproductProductlinee_tensioncouldpossiblydamagethereputationofmotherbrand.TrustandcommitmentaretwokeycomponentsinrelationshipmarketingPersonalcommunicationisamoreefficientwaytoincrease‘snewproductawarenesslevelthanadvertisingPartofamarketstrategytodefendmarketshareistoconsiderwhichsegmentstodefend(evenataloss)andwhatsegmentstosurrender.Priceisasignalofprodu