英文版国际营销学期末试卷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 theattached Answer Sheet.
1.Marketing eks to create and manage profitable customer relationships by delivering ________ to customers.
a.competitive 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 ________.
a.cost of obtaining the product
b.expectations
c.cost of competing products
d.cost of the lost experience
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
d.gray marketing
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
驾照考试科目四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
d.one 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.
a.convenience; customer solution
b.customer cost; convenience
c.communication； customer solution
d.customer solution； convenience
e.communication; convenience
公司的企业文化
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。
尘柄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
眼袋发青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
d. Motives
e。 Attitudes
12. To marketers， more important than reality is ________, the process 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 ________.
a.ur status
甜品芋圆b.usage rate
c.benefit
d.behavior
e.product frequency
14.Mass marketers, such as Target and Venture Stores, ignore market gment differences and target the whole market with one offer. What is their approach to gmenting？
a.青蛙妈妈undifferentiated marketing
b.differentiated marketingps提取印章
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
17.cad制图员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
