英⽂版市场营销学期末试卷6
Section 1: Multiple Choices (75%)
This ction has 30 questions, each worth 2.5%. For each question, you must choo ONLY one choice which you think best fits in. Plea transfer the code of your choice into the attached Answer Sheet.
1.Marketing eks to create and manage profitable customer relationships
by delivering ________ to customers.
/doc/1395febcd2d233d4b14e852458fb770bf78a3b64.html petitive prices
b.superior value
c.superior rvice
d.superior promotion
e.product assortment
2.Customer satisfaction depends on the product’s perceived value
relative to the buyer’s ________.
e.all of the above
3.To reduce demand for space on congested expressways in Washington, D.C.,
the Metropolitan Washington Council of Governments has attempted to engage in ________.
a.target marketing
b.deregulation
c.demarketing
e.integration
4. Your firm is attempting to divide up the total market to determine the best
gments it can rve. Which is the correct order of doing so?
a.market gmentation, target marketing, market positioning
b.target marketing, market positioning, market gmentation
c.market positioning, market gmentation, target marketing
d.market gmentation, market positioning, target marketing
e.mass marketing, demographic gmentation, psychographic
gmentation
5. A company with limited resources might enter a new market by rving ________ gment(s).
a.the largest
b.the most profitable
c.dual
< or a few
e.three or more
6.Today the four Ps are compared to the four Cs. Product and place are called
________ and ________, respectively.
b.customer cost; convenience
/doc/1395febcd2d233d4b14e852458fb770bf78a3b64.html munication; customer solution d.customer solution; convenience
/doc/1395febcd2d233d4b14e852458fb770bf78a3b64.html munication; convenience
7.This systematic collection and analysis of publicly available
information about competitors and developments in the marketing environment is very uful. What is it called?
a. marketing data
b. marketing intelligence
c. Web master
d. sales and sales management
e. condary data
8.Survey rearch is best suited for gathering ________ information.
a. personal
b. preference
c. attitude
d. descriptive
e. exploratory
9.Which form of data can usually be obtained more quickly and at a lower
cost?
a. primary
b. census
c. condary
d. syndicated
e. tertiary
10. ________ are people within a reference group who, becau of special skills, knowledge, personality, or other characteristics, exert influence on others.
a. Opinion leaders
b. Habitual buyers
c. Charismatic personalities
d. Perceptionists
e. Wild ducks
11. ________ are defined as smaller cultural groups of people with shared
value systems bad on common life experiences and situations.
a. Alternative evaluations
b. Cognitive dissonances
c. Subcultures
信步的意思d. Motives
e. Attitudes
12. To marketers, more important than reality is ________, the process
大龟by which people lect, organize, and interpret information to form
a meaningful picture of the world.
a. personality
b. perception
c. lective group
d. habitual behavior
e. asssment
13. Markets can be gmented into groups of nonurs, ex-urs, potential
urs, first-time urs, and regular urs of a product. This method of gmentation is called ________.
/doc/1395febcd2d233d4b14e852458fb770bf78a3b64.html er status
/doc/1395febcd2d233d4b14e852458fb770bf78a3b64.html age rate
读书笔记简爱c.benefit
d.behavior
e.product frequency
14. Mass marketers, such as Target and Venture Stores, ignore market
功在当代利在千秋gment differences and target the whole market with one offer. What is their approach to gmenting?
a.undifferentiated marketing
b.differentiated marketing
c.target marketing
d.blanket marketing
e.intelligent marketing
15. A gmenting approach that has been around for a long time that can
be very effective—________— tailors brands and promotions to the needs and wants of specific cities, neighborhoods, and even specific stores.
a.micromarketing
b.differentiated marketing
c.niche marketing
d.local marketing
e. A or D
16. ________ are consumer products and rvices with unique
characteristics or brand identification for which a significant group of buyers is willing to make a special purcha effort.
a.Shopping products
b.Unsought products
c.Specialty products
d.Industrial products
e.Line extensions为你而
17. A(n) ________ is a name, term, sign, symbol, design, or a combination
of the, that identifies that maker or ller of a product or rvice.
a.rvice
b.brand
<-brand
d.internal market
18.Product mix ________ refers to the number of different product lines
the company carries. Procter & Gamble markets 250 brands organized into many product lines.
a.length
b.height
c.width
d.perimeter
e.depth
19.General Electric worked with Culligan to develop its Water by
Culligan Profile Performance refrigerator with a built-in Culligan water filtration system. This is an example of ________.
a.brand extension
b.brand equity
<-branding
d.internal marketing
e.cannibalization
20. Which of the stages in the product life cycle is characterized by
rapid market acceptance, increasing sales, and increasing profits?
a.introduction
b.maturity
d.decline
e.development
21.What actually leads to greater competition in the maturity stage of
the PLC?
a.overcapacity
b.many competitors
c.poor management
生理期吃什么好d.inadequate promotion
e. a lack of money
寻物启事
22. Some companies have adopted a ________ strategy, offering just the
right combination of quality and good rvice at a fair price.
a.value-bad pricing
d.low-price image
< of the above
/doc/1395febcd2d233d4b14e852458fb770bf78a3b64.html wyers, accountants, and other professionals typically price by
adding a standard markup for profit. This is known as ________.
a.variable costs
c.value-bad pricing
d.break-even price
e.penetration pricing
儿童感冒发烧24.Consumer perceptions of the product’s val ue t the ________.
a.demand curve
b.floor
d.variable cost
e.image
25. By definition, a conventional distribution channel consists of one
or more independent producers, wholesalers, and ________.
a.products
