公告和通告的区别英文版市场营销学期末试卷7（五篇）
第一篇：英文版市场营销学期末试卷7
Part One：plea choo the best one answer for each questions(2*15=30)
1.Which of the following is included in the marketing mix?
a)developing productb)pricing product
c)promoting productd)placing product
e)all of the above
世界屋脊是什么2.Companies lling mass consumer goods and rvices such as soft drinks,cosmetics, air travel, and athletic shoes and equipment spend a great deal of time trying to establish a superior brand image in markets called ________.a)business markets
b)global markets
c)consumer markets
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d)nonprofit and governmental markets
e)rvice markets
3.Marketers often u the term ________ to cover various groupings of
customers.a)people
b)buying power
c)demographic gment
d)social class position
e)market
4.Mega Computers has decided to promote its new line of computers by offering
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wholesalers and retailers an additional 5 percent off list prices.This strategy isa)placeb)product
c)pushd)pull
5.________ is pricing a product at a lower price in a foreign market than in its
home market.a)Dumping
b)Price discounting
c)Price lining
d)Psychological pricing
6.In respon to giant retailers and category killers, entrepreneurial retailers are building
entertainment into stores with coffee bars, lectures, demonstrations, and performances.They are marketing a(n)________ rather than a product assortment.a)
b)
c)
d)experience customer value customer delight total rvice solution
e)intangible benefit(s)
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7.The ________ concept holds that consumers and business, if left alone, will
ordinarily not buy enough of the organization’s products.a)productionb)lling
c)marketingd)product
8.Bill Jones is looking for a good car at an affordable price.Car is a ________.a)shopping goodb)specialty good
c)convenience rviced)convenience good
9.________on consumer behavior include family, opinion leaders, and reference groups, such as friends, co-workers, and professional associates.a)Personal influencesb)Social influences
d)Psychological influencesd)Cultural influences
10.The buying process starts when the buyer recognizes a _________.a).productb)．an advertiment for the product
c).a salesperson from a previous visit
d).problem or need
11.Variables from countries to neighborhoods that may be considered in developing a gmentation strategy are called ________variables.a)psychographicb)geographic
c)product ud)demographic
12.As a brand manager you have decided to u the full market coverage approach
in marketing to your customers.Within the full market coverage approach,you have lected a(n)________ strategy whereby your firm will operate in
veral market gments and design different products for each gment.a)Undifferentiatedb)differentiated
c)concentratedd)introverted
13.________is a market rearch technique in which a group of people is gathered,prented with an issue, and asked to discuss it in depth.a).Surveyb).Obrvation
c).Focus groupsd).Experimentation
14.Positioning is.a).a marketing strategy that emphasizes long lasting relationships with
customers.b)the process of dividing a market into categories of customer types.c)the study of consumer needs and wants, and the ways in which llers can运动会队名
best meet them.d)the process of collecting, storing, and retrieving data in electronic files.15.GM purchas brakes, dashboards, and other components for its vehicles from manufacturers inside and outside the U.S.In this capacity, GM is a member of themarket.a)reller marketsb)industrial
c)institutionald)government
Part Two：Fal/ Truth(2*10=20)
1.Consumers buy products that offer the best value when it comes to meeting their needs and wants.
2.Most marketers satisfy everyone in a market—that’s how they stay in business.
3.Products ud by companies to produce other products are called consumer
goods.4.A good pricing strategy to u in the introduction stage of the product life cycle is
to charge cost-plus.5.A company may have multiple product mixes but only one product line.6.Co-branding is when two or more well-known existing brands are combined into
a joint product and/or marketed together in some fashion.7.Advertising, sales promotion, and direct marketing are all part of what is called
the offering mix.8.Direct channels of distribution deliver products to the home of buyer.9.Value-bad pricing is low price.10.A push promotional strategy is designed to appeal directly to consumers who will demand the product from retailers.Part Three： Short-Answer(20)
1.Identify the five stages in the buyer decision process.(5)
2.Identify the marketing goals in each stage of the product life cycle.(4)
3.Explain how companies identify attractive market gments and choo a
market-targeting strategy(6).4.Describe the major strategies for pricing new products(5).Part Four：Application(15*2=30)阿根廷梅西
1.Energizer is introducing a new line of batteries that provide
a longer life than its existing models.The brand manager for new line believes most of the promotion budget should be spent on consumer and trade promotions, but the assistant brand manager thinks the promotion mix should emphasize television
advertising.Who do you agree with? Plea explain your answer.2.Select a retailer and calculate how much you are worth to that retailer if you continue to shop there for the rest of your life(your customer lifetime value).What factors should you consider when deriving an estimate of your lifetime value to a retailer? How can a retailer increa your lifetime value?
第二篇：市场营销学期末试卷
《市场营销》模拟试卷
5一、单项选择题
1．在市场营销实践中，希望从别人那里去得到所需资源并愿意以某种有价之物作为交换的人是()。
A买主 B卖主 C市场营销者 D 潜在顾客 2．市场营销学研究以满足()为中心的企业市场营销活动以及计划、组织、执行、控制的应用科学。
女宝宝照片A消费者需求 B企业需求 C市场需求 D竞争者需求 3.市场营销学研究的市场是指某种产品的()A现市购买者B潜在购买者需求C 现市购买者与潜在购买者需求的总和D 现市购买者和潜在购买者需求的数量乘积
4、企业针对潜在顾客的心理进行营销设计、创立产品、品牌或企业在顾客心目中的某种形象或个性特征的做法属于()A 市场细分 B 市场定位 C 市场选择 D 市场拓展
5、市场营销管理的实质是()管理 A 需求 B供给 C 过程 D 结果
6、一家洗发水生产企业在国内市场扩大原有洗发水的销售，这种寻找和增加市场机会叫做()Ａ市场渗透
Ｂ市场开发Ｃ产品开发Ｄ多元化经营７、所谓产品组合的（）是指一个企业有多少产品大类Ａ长度Ｂ宽度Ｃ深度Ｄ关联性８、企业原来生产低档产品，后来决定增加生产高档产品，这种产品组合决策为（）
Ａ向上延伸
Ｂ向下延伸
