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. Social class is determined only by an individual’s ine.
3. Target costing involves designing a new product, determining its cost, and then asking, “Can we ll it for that?”
4. A pany should target gments in which it can profitably generate the greatest customer value and sustain it over time.
5. 吹毛求疵的拼音The costs of obtaining, processing, storing and delivering information is relatively inexpensive.
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.
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9. The purpo of idea screening is to reduce the number of new ideas.
10. Value-bad pricing us the buyer’s perception of value to t prices.
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 pany’s total marketing munications 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, munications 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 petition cutting prices is often not the best answer.
世界因你而精彩FFFTF FFFTT TTFFT FFTTT
II. Multiple Choice Questions (2 points for each question)
1.
2.
21. The four P’s in marketing refer to_____, _____, _____ and _____.
工作联系函标准格式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.地图舌是什么原因引起的public relations
C.direct marketing
D.sales promotion
23. What are the four steps (in order) of the marketing rearch process?呕心沥血读音
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 _____.
玫瑰的画法
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?
A.survey rearch
B.ethnographic rearch
C.obrvational rearch
D.experimental rearch
26.The VALS classification system measures a person’s _____.
A.ine
B.occupation
艺术学士
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.plex
D.habitual
28.Which of the following is not one of the major types of buying situations faced by business buyers?
A.straight rebuy
妈妈不要抛弃我B.new task buy
C.online rebuy
D.modified rebuy
29.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
C.the same for less
D.less for much less
30.Which of the following steps of target marketing takes into account petitors’ offerings t
o the market?
A.market positioning
B.market gmentation
C.market targeting
D.all of the above
31.Which of the following structural factors is not related to a gment’s attractiveness?
A.the prence of strong petitors in the gment
