Ch9-Ch16 Question Pool
MULTIPLE CHOICE. Choo the one alternative that best completes the statement or answers the question.
1) _______
1) A company can obtain new products through new product
development. Which of the following define(s) new products?
A) product modification
B) original products
C) product improvements
D) all of the above
E) none of the above
2) New product development starts with ________. 2) _______
A) idea screening
B) idea generation
C) test marketing
D) concept development
E) concept testing
3) _______
3) Top management can install a(n) ________ to direct the flow of new
ideas to a central point where they can be collected, reviewed, and
evaluated.
A) idea management system
B) databa
C) data processing system
D) MIS
E) idea evaluation system
4) The arch for new product ideas should be ________ rather than
4) _______
haphazard.
A) consistent
B) strategically planned
C) continual
D) systematic
E) ldom
5) What do we call a detailed version of a new idea stated in meaningful
5) _______
customer terms?
A) product concept
B) product movement
新东方报名C) product proposal
D) product image
E) product idea
6) _______
6) The first part of the marketing strategy describes the target market, the
planned product positioning, the sales, profit goals, and ________.
patheticA) market share
B) the condary market
C) life-cycle duration
D) the competition
E) the competition's anticipated reaction
7) _______ 7) When using test marketing, consumer products companies usually
choo one of three approaches standard test markets, controlled test
markets, or ________.
A) nonstandard test markets
B) blind tests
C) multiple-city test markets
D) random sample test markets
E) simulated test markets
8) The PLC concept can be applied by marketers as a uful framework for
8) _______
describing how ________.
A) the PLC curve will shape up
B) trends fade away
C) to develop marketing strategies
D) to forecast product performance
E) products and markets work
9) _______ 9) In general, which choice would a company make toward declining
products?
A) maintain or harvest them
B) maintain or drop them
C) harvest or drop them
mamD) maintain, harvest, or drop them
E) none of the above
10) Price tting is usually determined by ________ in small companies. 10) ______
A) marketing departments
B) cross-functional teams
C) divisional managers
D) sales departments
E) top management
11) ______ 11) If customers perceive that the price is greater than the product's value,
they will buy it, but the ller los ________.
A) break-even pricing
B) target cost
C) market share
D) price elasticity
E) profit opportunities
12) Buyers are less price nsitive for all of the following reasons except
12) ______
________.
A) when the product they are buying is in high demand
B) when the total expenditure for a product is high relative to their
income
C) when the product they are buying is unique之后英语
D) when the product is a specialty product
E) when substitute products are hard to find
13) Consumer perceptions of the product's value t the ________. 13) ______
A) demand curve
B) image
C) ceiling
D) variable cost
E) floor
14) ______ 14) Companies t prices by lecting a general pricing approach that
includes one or more of three ts of factors. One of the is the
competition-bad approach, which means ________.
A) going-rate and aled-bid pricing
B) cost-plus pricing, break-even analysis, and target profit pricing
C) low-price image
D) value-bad pricing
E) none of the above
15) ______ 15) When all firms in the industry u this pricing method, prices tend to be
similar.
A) markup pricing
B) inelasticity pricing
C) variable pricing
D) elasticity pricing
E) penetration pricing
16) Measuring ________ can be difficult. A company might conduct surveys
16) ______
to test this in the different products they offer.
A) quantity supplied
B) perceived value
C) demand curve
D) break-even pricing
E) price elasticity
17) ______ 17) Pricing is difficult becau the various products have related ________
and costs, and face different degrees of ________.
A) demand; competition
B) demand; product modifications
C) competition; obsolescence
D) revenue levels; challenges
E) substitutes; customer loyalty
18) ______ 18) A marketer must be familiar with the five major product mix pricing
situations. Which of the following is not one of them?
A) captive-product pricing
B) optional-product pricing
C) product line pricing
D) unbundled product pricing
E) none of the above
19) ______ 19) The purpo of ________ pricing is to t a low initial price in order to
attract a large number of buyers quickly and win a large market share.
A) value-bad
B) leaderdana design
C) market-skimming
D) below-market
E) market-penetration
20) ______ 20) When amument parks and movie theaters charge admission plus fees
for food and other attractions, they are following a(n) ________ pricing
elena
strategy.
A) captive-product
B) skimming
C) penetration
D) optional-product
E) by-product
21) What is a major advantage of product bundle pricing? 21) ______
A) It can promote the sales of products consumers might not
otherwi buy.
B) It provides a more complete product experience for consumers.
C) It offers consumers more value for the money.
D) It combines the benefits of the other pricing strategies.
E) All of the above.
22) ______ 22) When suppliers, distributors, and customers partner with each other to
improve the performance of the entire system, they are participating in a
________.
A) value delivery network
B) channel of distribution
C) demand chain
D) supply chain
E) none of the above
23) Most producers today ll their goods to ________. 23) ______
A) final urs and marketing members
B) intermediaries
C) the government at various levels
D) competitors
E) final urs猴子英文怎么写
钱塘湖春行 翻译24) Distribution channel decisions often involve ________ with other firms. 24) ______
A) short-term commitments
B) disagreements
C) financial loss
D) long-term commitments
E) major problems
25) Intermediaries play an important role in matching ________. 25) ______
A) supply and demand
B) dealer with customer
C) product to region
D) A and B
E) none of the above
26) What are the three gaps that parate goods and rvices from tho
26) ______
who would u them?
A) place, time, need
B) time, place, form
C) place, need, distribution
D) place, posssion, form
E) time, place, posssion
27) A corporate VMS has the advantage of controlling the entire
27) ______
distribution chain under ________.
A) mass distribution
B) a profit-maximizing strategic plan
C) little control
D) single ownership
E) few intermediaries
28) ______ 28) The most common type of contractual agreement in business is the
________.
A) corporate VMS
B) franchi organization
C) scrambled system
D) vertical marketing system
E) conventional marketing channel
29) ______ 29) Short-term incentives to encourage the purcha or sale of a product or
rvice are called ________.
A) public relations
B) sales promotions
C) publicity
D) direct marketing
E) personal lling
30) ______ 30) Which of the five major promotion tools include catalogs, telephone
lawnmarketing, kiosks, the Internet, and more?
A) affordable method
B) advertising
C) direct marketing
D) sales promotion
E) public relations
31) ______ 31) Companies are doing less ________ and more ________ as a result of an
explosion of more focud media that better match today's targeting
strategies.
A) media; salesddd是什么意思
B) broadcasting; narrowcasting
C) advertising; word-of-mouth
D) market; media
E) narrowcasting; broadcasting
32) ______ 32) More companies are adopting the concept of ________. This carefully
integrates and coordinates its many communication channels to deliver
a clear, consistent, and compelling message about the organization and
its products.
A) integrated marketing communications
B) integrated personal lling
C) nonpersonal communication channel
