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 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 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.
九日登高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
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密切反义词
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.
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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)
1.
全食超市2.
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.
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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?
A. survey rearch
B. ethnographic rearch
C. obrvational rearch
D. experimental rearch
26.The V ALS classification system measures a person’s _____.
A. income
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
表现英语C. complex
D. habitual
28.Which of the following is not one of the major types of buying situations faced by business
buyers?
写辞职书
A. straight rebuy
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
英文邀请信C. the same for less
D. less for much less
30.Which of the following steps of target marketing takes into account competitors’ offerings to
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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 competitors in the gment
B. the existence of potential substitute products
C. the lack of raw materials
D. a number of powerful suppliers
32.A company can lengthen its product line by _____ it or by _____ it.
A. modifying; stretching
B. stretching; switching
C. filling; stretching
D. brushing; combing
33.Consumer products include convenience products, shopping products, specialty products,
and _____ products.
A. unique
B. luxury
C. unsought
D. all of the above
34.The two dimensions of product quality are _____ and _____.
A. value; features
B. style; design
C. level; consistency
D. style; value
35.Which of the following is not a special characteristic of rvice?
A. tangibility
B. inparability
C. variability
D. perishability
36.Which of the following is not a reason that a new product might fail?
A. The product is priced too high.
B. The product is poorly designed.
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C. The estimated market for the product is too large.
D. All of the above are reasons that a new product might fail.
37.Once the new product ideas have been screened, the next step in the new product
development process is _____.
A. marketing strategy
B. concept development and testing
C. product development
D. none of the above
38._____ tend to grow slowly, remain popular for a while, and then decline slowly.明暗对比
A. Fads
B. Styles
C. Fashions
D. Designs
39.What is the break-even volume for a company with fixed costs of $50k, variable costs of $20
and a price of $30/unit?
A. 500
B. 1000
C. 5000
D. 2500
40.Companies have two choices when tting prices for a product during the introductory stage.
The choices are _____ and _____.
A. market-skimming pricing; fixed pricing
B. market-skimming pricing; value pricing
C. value pricing; cost pricing
D. market-penetration pricing; market-skimming pricing
ABBCD CCCCA CCCCA DBCCD
III. Essay (10 points for each question)
41.How might the BCG matrix reprent a life cycle?
Answer
Many SBUs start out as question mark, then move into the star category if they succeed; stars eventually become cash cows, then perhaps, dogs.
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