对外经济贸易大学2001⎯2002学年第二学期
《营销学原理》期末考试试卷A
00营销、99海关、99商检、99法律、99行政、00财务、
00会本、00信息、99留学生、00金融
学号__________ 姓名__________
班级__________ 成绩__________
I. Multiple Choice (only one answer is correct, 30 points):
1. Marketing is best understood as the process of:
A. making a sale.
B. creating customer needs.
C. satisfying customer needs and wants.
D. promoting products and rvices.
E. generating (产生) a profit.眼见为实英语
2. A person's want becomes a demand when his want is backed (支持) by
A. purchasing power.
B. products.
C. needs.
D. desire.
E. exchange mechanisms.
3. The __________ concept holds that all consumers will favor （喜欢） tho products offering the
most quality performances and features, therefore, the organization should devote its energy to makingcontinuous product improvements.
A. production
B. product
C. rvice
D. marketing
E. lling
4. Leander Cosmetics is attempting to generate additional sales of its prent products by promoting them more aggressively to its prent customers. Leander Cosmetics is engaged in:
A. diversification
B. market penetration
汝坟C. market development
D. product development
5. High growth, high share business or products appear in the Boston consulting group growth-share matrix as:
A. dogs
B. cash cows.
C. question marks.
D. stars.
环保简笔画6. Which of the following is not a component (组成部分) of a company's microenvironment?
A. marketing intermediaries
B. customers包茎是什么
C. competitors
D. economic environment
E. publics
7. Organizations that buy goods and rvices for their production process in order to make profits are called__________ markets.
A. reller
B. industrial
C. international
D. government
E. consumer
8. Positioning is ud mainly to
A. make communication easier
B. make possible the product can be highly priced
C. obtain differentiated advantage in a competitive environment
D. increa the brand image
9. The depth of a product mix refers to
A. how many different product lines the company carries
B.how many variants are offered of each product item in the line
C.how cloly related the various product lines are in end u, production requirements
or distribution channels
D.the total number of items in the product mix
10. After the sale, marketing communications providing evidence and support to help
consumers feel good about their brand choice is especially appropriate under which of the following situation?
A. dissonance-reduction behavior
B. habitual buying behavior
C. complex buying behavior
D. variety-eking behavior
11.Business demand ultimately comes from the demand for consumer goods. This is known as
_________ demand.
A. latent
B. full
C. derived
D. wholesome
E. negative
12. Accessibility, as a requirement for effective gmentation, refers to the degree to which
A. the gments can be effectively reached and rved.
B. the gments are large and profitable enough.
C. an effective program can be formulated for attracting and rving the gments.
D. the size and purchasing power of the gments can be measured.
E. the individuals making up the market gment can be identified and studied.
13. A good package may
A. protect the product.
B. promote the product.
C. lower total distribution costs.
D. all of the above
14. Under the same product line, P&G launched various products carrying different brand
names. This strategy is called _________.
A. brand extension
B. multiple brands
C. unique brand
D. new brand
15. Which of the following is typically not considered a reason why new products fail?
A.The idea for the product is good, but the market has been underestimated (低估).
B. A product has been incorrectly positioned in a market.
C.Top management pushes through a favourite idea in spite of negative market rearch findings.
D.Unexpected competition is encountered （遭遇）.
16. Simulated test marketing
A. takes longer time to complete than standard test marketing.
B. is much more expensive than controlled test marketing.
C. does not allow competitors to get a look at the companies’ new product.
D. is best ud at trade shows.
17. Product __________ is a period of rapid market acceptance and increasing profits.
小孩菜谱
A. development
B. introduction
C. growth
D. maturity
E. decline
18. If demand is elastic rather than inelastic and the firm is interested in increasing total
revenue, the firm should:
A. not change the price.
B. decrea production.
C. rai the price.
D. lower the price.
E. decrea promotional efforts.
19. A market skimming pricing policy:
A. starts with a high price which is gradually lowered (降低).
B. starts with a high price and keeps it high.
C. starts with a low price and gradually rais it.
D. starts with a low price and keeps it low.
20. Kevin Stiles is a farmer who lls his product directly to a supermarket chain which in turn
lls it to customers. This is an example of _______marketing channel system.
A. zero-length
B. one-level
C. two-level
D. direct-level
E. sub-level
21. Christine Robert, a fashion designer and producer of women' fashions, lls her fashions
through her own chain of boutiques (retail outlets, 小零售店). Christine Robert as the producer and retailer is an example of :
A. franchi organization.
B. corporate VMS
C. administered VMS
D. contractual VMS
E. conventional VMS
22. A________ strategy means a producer directs its marketing activities (primarily personal
lling and trade promotion) toward channel members to induce them to carry the product and to promote it to final consumers.
hard-ll
A.
中医医师资格证B.
push
C. soft-ll
D. pull
23. In the introduction stage of the product life cycle of a consumer good，
A. personal lling is emphasized over advertising.
B. advertising and publicity are cost effective in producing high awareness.
C. sales promotion does not exist.
D. publicity does not exist.
E. advertising and public relations los effectiveness rapidly.
24. Many analysts believe that _______ activities do not build long-term consumer preference
沃尔沃广告and loyalty as does _______.
A.advertising, personal lling
B.public relations, sales promotion
C.sales promotion, personal lling
D.sales promotion, advertising
25. One Hi-Fi （高保真音响）maker divides the Hi-fi consumers into three types: type A is
“musicians”, who buy Hi-Fi in order to enjoy music; type B is “technicians”, who are more interested in studying high technology; type C is “snobs”, who are more concerned by the status and richness marked by posssing Hi-Fi. This maker takes type A and B as its target market, becau it thinks the two types of consumers are more inclined to buy this brand.
The criterion (标准) ud in market gmentation here is
A.benefits sought
B.personality
C.life style
D.preference
26. In the above ca, the market-coverage strategy ud by the manufacture is:
B.differentiated marketing
C.undifferentiated marketing
D.mass marketing
27. If the fixed cost of a product is $ 4 000 000, the variable cost is $240 and the expected sales is
50 000 units, suppo the manufacture wants a 20% markup on sales, the price should be
A. $ 1 600
B. $ 320
C. $ 180
D. $ 400
28. In an attempt to build a unique product image to increa profits and exerci an effective
control over the middleman, the manufacturers of upscale women’s apparels and of new luxurious cars tend to take which of the following strategy of distribution width?
A.intensive distribution
B.lective distribution
29. Concerning quality management of one manufacturing company, which statement is
true?
A.The quality standards should be determined by the company’s capability.
肱骨小头B.It involves not only the product quality, but also the process quality.
C.The goal of quality management is to minimize defective products (不合格产品).
D.Historically, quality management always obrves (遵守) the same principles
consistently.
30. The following statements about new product development are correct except
A.The new product development is a step-by-step process.
B.The new product development should be backed by an organizational innovation.
C.The new product development does not always involve breakthrough technological
innovation.
D.The new product development should be bad upon the basic rearch findings (基础
研究成果).
II. True or Fal (20 points):
_____ 1. In a ller’s market, llers have more power; therefore, buyers have to be more active “marketers”.
_____ 2. New technology is typically a force for creative destruction, which may mean that the new technology hurts the old technology.
_____ 3. The buyer decision process began long before the purcha is made and ends when the purcha is actually made.
_____ 4. Once a product has begun its life cycle, typically a firm can do little to extend it.
_____ 5. Dell’s success is mainly due to its excellent supply chain management and logistics system.
_____ 6. Profit is usually negative during the product introduction stage of the product life cycle.
_____ 7. Line extension involves higher investment and risk compared to brand extension.
_____ 8. A buyer would probably travel a considerable distance to purcha a convenience good.
_____ 9. People tend to interpret incoming information in a way that will support what they
