costeffective

营销学原理

对外经济贸易大学2001⎯2002学年第二学期

《营销学原理》期末考试试卷A

00营销、99海关、99商检、99法律、99行政、00财务、

00会本、00信息、99留学生、00金融

学号__________姓名__________

班级__________成绩__________

leChoice(onlyoneansweriscorrect,30points):

ingisbestunderstoodastheprocessof:

asale.

ngcustomerneeds.

yingcustomerneedsandwants.

ingproductsandrvices.

ting(产生)aprofit.

n'swantbecomesademandwhenhiswantisbacked(

支持)by

singpower.

ts.

.

.

gemechanisms.

__________conceptholdsthatallconsumerswillfavor（喜欢）thoproducts

offeringthemostqualityperformancesandfeatures,therefore,theorganizationshould

devoteitnergytomakingcontinuousproductimprovements.

tion

t

e

ing

g

rCosmeticsisattemptingtogenerateadditionalsalesofitsprentproductsby

rCosmeticsingaged

in:

ification

penetration

development

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营销学原理

tdevelopment

owth,highsharebusinessorproductsappearintheBostonconsultinggroup

growth-sharematrixas:

ws.

onmarks.

.

fthefollowingisnotacomponent(

组成部分)ofacompany'smicroenvironment?

ingintermediaries

ers

itors

icenvironment

s

zationsthatbuygoodsandrvicesfortheirproductionprocessinordertomake

profitsarecalled__________markets.

er

rial

ational

ment

er

oningisudmainlyto

mmunicationeasier

ssibletheproductcanbehighlypriced

differentiatedadvantageinacompetitiveenvironment

thebrandimage

thofaproductmixrefersto

ydifferentproductlinesthecompanycarries

yvariantsareofferedofeachproductitemintheline

lyrelatedthevariousproductlinesareinendu,productionrequirements

ordistributionchannels

alnumberofitemsintheproductmix

hesale,marketingcommunicationsprovidingevidenceandsupporttohelp

consumersfeelgoodabouttheirbrandchoiceispeciallyappropriateunderwhichofthe

followingsituation?

ance-reductionbehavior

albuyingbehavior

xbuyingbehavior

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营销学原理

y-ekingbehavior

knownas

_________demand.

d

ome

ve

ibility,asarequirementforeffectivegmentation,referstothedegreetowhich

mentscanbeeffectivelyreachedandrved.

mentsarelargeandprofitableenough.

ctiveprogramcanbeformulatedforattractingandrvingthegments.

eandpurchasingpowerofthegmentscanbemeasured.

ividualsmakingupthemarketgmentcanbeidentifiedandstudied.

ackagemay

ttheproduct.

etheproduct.

otaldistributioncosts.

heabove

hesameproductline,P&Glaunchedvariousproductscarryingdifferentbrand

rategyiscalled_________.

xtension

lebrands

brand

nd

fthefollowingistypicallynotconsideredareasonwhynewproductsfail?

afortheproductisgood,butthemarkethasbeenunderestimated(

低估).

cthasbeenincorrectlypositionedinamarket.

agementpushesthroughafavouriteideainspiteofnegativemarketrearchfindings.

ctedcompetitionincountered（遭遇）.

tedtestmarketing

ongertimetocompletethanstandardtestmarketing.

moreexpensivethancontrolledtestmarketing.

tallowcompetitorstogetalookatthecompanies’newproduct.

udattradeshows.

t__________isaperiodofrapidmarketacceptanceandincreasingprofits.

pment

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营销学原理

uction

ty

e

ndilasticratherthaninelasticandthefirmisinterestedinincreasingtotal

revenue,thefirmshould:

ngetheprice.

production.

heprice.

heprice.

promotionalefforts.

tskimmingpricingpolicy:

withahighpricewhichisgraduallylowered(

降低).

withahighpriceandkeepsithigh.

withalowpriceandgraduallyraisit.

withalowpriceandkeepsitlow.

tilesisafarmerwhollshisproductdirectlytoasupermarketchainwhichinturn

anexampleof_______marketingchannelsystem.

-length

-level

-level

-level

-level

ineRobert,afashiondesignerandproducerofwomen'fashions,llsherfashions

throughherownchainofboutiques(retailoutlets,

小零售店).ChristineRobertasthe

producerandretailerisanexampleof:

iorganization.

ateVMS

steredVMS

ctualVMS

tionalVMS

22.A________strategymeansaproducerdirectsitsmarketingactivities(primarilypersonal

llingandtradepromotion)towardchannelmemberstoinducethemtocarrytheproduct

andtopromoteittofinalconsumers.

-ll

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营销学原理

ntroductionstageoftheproductlifecycleofaconsumergood，

alllingimphasizedoveradvertising.

isingandpublicityarecosteffectiveinproducinghighawareness.

romotiondoesnotexist.

itydoesnotexist.

isingandpublicrelationsloffectivenessrapidly.

alystsbelievethat_______activitiesdonotbuildlong-termconsumerpreference

andloyaltyasdoes_______.

ising,personallling

relations,salespromotion

romotion,personallling

romotion,advertising

-Fi（高保真音响）makerdividestheHi-ficonsumersintothreetypes:typeAis

“musicians”,whobuyHi-Fiinordertoenjoymusic;typeBis“technicians”,whoaremore

interestedinstudyinghightechnology;typeCis“snobs”,whoaremoreconcernedbythe

kertakestypeAandBasitstarget

market,becauitthinksthetwotypesofconsumersaremoreinclinedtobuythisbrand.

Thecriterion(

标准)udinmarketgmentationhereis

tssought

ality

yle

ence

boveca,themarket-coveragestrategyudbythemanufactureis:

tratedmarketing

entiatedmarketing

erentiatedmarketing

rketing

ixedcostofaproductis$4000000,thevariablecostis$240andtheexpectedsalesis

50000units,suppothemanufacturewantsa20%markuponsales,thepriceshouldbe

A.$1600B.$320

C.$180D.$400

tempttobuildauniqueproductimagetoincreaprofitsandexercianeffective

controloverthemiddleman,themanufacturersofupscalewomen’sapparelsandofnew

luxuriouscarstendtotakewhichofthefollowingstrategyofdistributionwidth?

ivedistribution

ivedistribution

ivedistribution

hensivedistribution

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营销学原理

ningqualitymanagementofonemanufacturingcompany,whichstatementis

true?

litystandardsshouldbedeterminedbythecompany’scapability.

lvesnotonlytheproductquality,butalsotheprocessquality.

lofqualitymanagementistominimizedefectiveproducts(不合格产品).

ically,qualitymanagementalwaysobrves(遵守)thesameprinciples

consistently.

lowingstatementsaboutnewproductdevelopmentarecorrectexcept

productdevelopmentisastep-by-stepprocess.

productdevelopmentshouldbebackedbyanorganizationalinnovation.

productdevelopmentdoesnotalwaysinvolvebreakthroughtechnological

innovation.

productdevelopmentshouldbebaduponthebasicrearchfindings(基础

研究成果).

Fal(20points):

_____ler’smarket,llershavemorepower;therefore,buyershavetobemore

active“marketers”.

_____hnologyistypicallyaforceforcreativedestruction,whichmaymeanthat

thenewtechnologyhurtstheoldtechnology.

_____erdecisionprocessbeganlongbeforethepurchaismadeandendswhen

thepurchaisactuallymade.

_____roducthasbegunitslifecycle,typicallyafirmcandolittletoextendit.

_____’ssuccessismainlyduetoitxcellentsupplychainmanagementandlogistics

system.

_____isusuallynegativeduringtheproductintroductionstageoftheproductlife

cycle.

_____tensioninvolveshigherinvestmentandriskcomparedtobrandextension.

_____wouldprobablytravelaconsiderabledistancetopurchaaconvenience

good.

_____tendtointerpretincominginformationinawaythatwillsupportwhatthey

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营销学原理

alreadybelieve.

_____tratedmarketingmeansthatonecompanytargetonlyonemarketgment.

_____ivedistributionmeansabignumberofmiddlemenareud.

_____isarecorporationsthatcombineveraldifferentretailingformsunder

centralownershipandsharesomedistributionandmanagementfunctionswiththe

franchies.

_____ethodsudinttingthepromotionbudget,onlytheobjective-and-task

methodmakeslogicaln.

_____tgmentconsistsofconsumerswhorespondinasimilarwaytoagiven

tofmarketingstimuli.

____tivelypricedoptionspackagesforcarsareexamplesofproduct-bundle

pricing.

____sinconsumertastemayaltertheshapeoftheproductlifecycle.

____ductispositionedonnonpricefactors,thendecisionsaboutquality,

promotion,anddistributionwillstronglyaffectprice.

____tydiscountsareusuallyprovidedasarewardforpayingbillspromptly.

____alersandretailersbothmustmakemarketingdecisionsabouttargetmarkets,

productassortmentsandrvices,price,promotion,andplace.

____wthintechnologicallycomplexproductshaxtendedthelengthofsales

trainingprograms.

atethefollowing(20points):

son’tsandexpectedsalesare

asfollows:

Fixedcost$2,960,000

Variablecost$1,840,000

ExpectedUnitSales150,000

SuppoWilderson’swantstoearna25%markuponthesales,whatshouldtheunit

pricebethen?(5points)

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营销学原理

eamachinetoolcompanysold3,600machinetoolsthisyearandwantsto

predictnextyear’g-termtrendshowsa7%salesgrowthrateper

r,abusinessrecessionixpectednextyearandprobablywillresultin

ta

below-averagemonthformachinetoolsales,

companyexpectsnoerraticevents.

HowmanymachinetoolswillthecompanyexpecttollinJulynextyear?(5points)

earchingveral

departmentstoresforallthealternatives,shenarrowsdownherchoicettofourbrands:

LittleSwan,Duckling,Daffodil,sprimarilyinterestedinfive

attributesofwashingmachine:price,post-salervice,wattage,durability,andappearance.

otheattributesare30%,20%,20%,

20%,and10%lowingtableshowshowshebelieveachbrandrateson

eachattribute.(

thecaofprice,ahighscoremeansalowcost,whichmakesthewashingmachinemore

desirable.)

Pleau"ExpectancyValueModel"slikelytofavour?

(10points)

BrandNameAttributes

PriceServiceWattageDurabilityAppearance

LittleSwan79697

Duckling49789

Daffodil96875

Toshiba2691010

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营销学原理

alysis:HarleyDavidson(30points):

OneofthetruesuccessstoriesinAmericanbusinessisthemotorcycle（摩托车）manufacturer,

1990,salesofHarleyDavidsonmotorcyclesandpartsandaccessories

（零部件）haveincread15%thcash（现金）,thepurcharofanew

Harleymayhavetowaitupto（一直到）2yearstotakedelivery(交付).Themotorcyclescost

about$,thecompanydeliberately（故意地）restricts（限制）its

output.

Establishedin1903，Harley’ssuccessresultedfromaconfluence（聚集、汇合）of

sareenasmore

prentAmerica,Hollywood（好莱坞）,Masculinity（男子气

概）,andanumberofothericons（偶像）.Inaddition,withtheincreadnumberofaffluent

（富裕的）BabyBoomers（婴儿潮时期，即1946-1964年出生的人，约占美国人口的

1/3）,panyhassuccessfully

createdbrandloyaltythroughitsimageandHarleyOwners’Groups(HOGs).

Becauofcurrentexcessdemand（过剩需求）foritsproducts,Harley’sproblemisnot

identifyingnewmarketgmentstopursue（追求）panyhasdone

anexcellentjoboffocusingitsproductsattheheavyweight（重型）end（目标）ofthemarket.

Questions:

nmarketingobjectivesofbusinesscouldbe:survival,currentprofit

maximization,marketshareleadership,indof

marketingobjectivedoesHarleyDavidsonpursueaccordingtotheaboveca?Explain.

(10points)

omeconsumersstillliketobuyHarley‘smotorcycleveniftheyhavetopay

highpricesandwaitfor2years?Explainthereasonsfromtheconsumerbuyingbehavior

perspectives.(10points)

（本田）challenged（挑战）Harleyaggressively（积极地）withitssmalllow-priced

motorcycles(s50毫升发动机的小型摩托车).IsitreasonableforHarleyto

enterthesmallmotorcyclemarketalso?Backupyourjudgmentwithsolidarguments.(10

points)

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营销学原理

--END--

对外经济贸易大学2001⎯2002学年第二学期

《营销学原理》期末考试试卷A答案

July5,2002

leChoice(onlyoneansweriscorrect,30points):

CABBDDBCBACADBDCCDDB

BABDAADCBA

Fal(20points):

FTFFTTFFTFTFTTTTTFTT

atethefollowing(20points):

1.$42.67(5points)

2.≈231units(5points)

Swan:7.6

Duckling:6.9

Daffodil:7.4

Toshiba6.6

Accordingtothe"ExpectancyValueModel",MrsZhangislikelytofavourLittleSwanbrand.

alysis:HarleyDavidson(30points):

HarleyDavidson

tqualityleadership:referstochargehighpricetocoverhigherperformance

ngepositioningforsuperiorproductimage.(10points)

2.(1)Referencegroupinfluenceisstrongforhighlyvisibleproduct;

(2)Personality:brandimagematchesforone’sownlf-image;

(3)Ageandlife-cyclestage:youthandbabyboomers

(4)positiveattitudetowardHarley

(5)Motivation:satisfysocial/esteem/lf-actualizationneeds;

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营销学原理

(6)Lifestyle:young,masculine,unique,individual,etc.

Whicheverthreepointsarehit,10pointswillbeawarded.(10points)

ependsonHarley’sstrategy.

·Accordingtotheca,ntsto

keepupthisimage,itshouldneverletitsbrandslipdowntothelow-pricedrange.

·Butifthereappearsmoreopportunitiesinthelow-endmarket,itmayalsostretch

downwardabitbycreatingalower-pricednewmodelforthatmarket.

·Anyargumentwithsolidbackupisacceptableforthisquestion.(10points)

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