I。 True / Fal Questions （1 point for each question)
1. It is probably best for tho firms with limited financial and personnel resources to avoid concentrated or niche marketing until resources can be built up。
2。 杨颖英文名Social class is determined only by an individual’s income.
3。 Target costing involves designing a new product， determining its cost, and then asking, “Can we ll it for that?"
4。 A company should target gments in which it can profitably generate the greatest customer value and sustain it over time.
5。 The costs of obtaining， processing, storing and delivering information is relatively inex
pensive。
6. For simplicity’s sake， and to keep their costs under control most marketers generally limit their gmentation analysis to one variable。
7. Only tangible goods are considered products。
8. The core product is a form of product that consists of activities, benefits， or satisfactions offered for sale that are esntially intangible and do not result in the ownership of anything。 Examples are banking, hotels， airlines， retail, tax preparation, and home repair.
。
9. The purpo of idea screening is to reduce the number of new ideas。
广东竹鼠
10. Value-bad pricing us the buyer's perception of value to t prices。马申科
11. Reference prices are prices that buyers carry around in their minds and refer to when looking at a product。
12。 The term disintermediation refers to the displacement of traditional rellers from a marketing channel by radical new types of intermediaries。
13. Department stores carry narrow product lines with deep assortments within tho lines.
14。 A company's total marketing communications mix is also called its marketing mix.
15. Unlike mass production， which eliminates the need for human interaction, one-to-one marketing has made relationships with customers more important than ever.
16。 Becau customers differ， communications programs need not be developed for specific gments， niches, and even individuals.
17. Awareness， knowledge, and preparation are buyer-readiness stages。
18. The difference between human needs and wants is that needs are states of felt deprivation。
19. This strategy calls for offering modified or new products to current markets. We term it product development。
20. When faced with price competition cutting prices is often not the best answer。
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II。 Multiple Choice Questions (2 points for each question）
21。 The four P's in marketing refer to_____， _____, _____ and _____。
A.product; place； price； promotion
B.product; property； price； promotion
C.production; property； people; promotion
D.product; place； promotion; people
22.Press releas, public affairs， and lobbying are all forms of _____.
A.advertising
B.public relations
C.direct marketing
D.sales promotion
23。 What are the four steps （in order） of the marketing rearch process？
A.Define the problem， develop the rearch plan, implement the rearch plan， survey the participants.
B.Define the problem, develop the rearch plan, implement the rearch plan， report the findings.
C.Define the problem， develop the rearch plan, survey the participants， report the findings。
D.Develop the rearch plan, implement the rearch plan, survey the participants， report the findings.
24.The three types of rearch approaches a marketer may u are _____， _____ and _____.
A.surveys； obrvations; historic reviews
B.obrvations; surveys； databas
C.obrvations； experiments； surveys
D.experiments; databas； surveys
25.Which type of rearch is best suited for gathering causal information?
多成语
A.survey rearch
B.ethnographic rearch
C.obrvational rearch
D.experimental rearch
26.The VALS classification system measures a person’s _____。
A.income近似色
B.occupation
C.lifestyle
D.personality
27.A consumer purchasing fine furniture （which is expensive and for which a brand’s name matters) would probably result in _____ buying behavior.
A.dissonance-reducing
B.variety-eking
C.complex
共患难D.habitual
28.Which of the following is not one of the major types of buying situations faced by business buyers？
A.straight rebuy
B.new task buy
C.今年冬天online rebuy
D.modified rebuy
29.无论还是Which of the following is a powerful value proposition becau it offers consumers a “good deal”？
A.more for more
B.more for the same
