英文版国际营销学期末试卷8
SECTION 1: True and Fal <TOTAL20 marks>
For each of the following, place a “T” if the statement is “true”, “F” if the statement is fal. (20 marks)
___F___ 1. “Marketing” is best described as “prom
otion”.
____T__ 2. 铺面租赁合同All activities involved in lling renting, and providing goods and rvices to ultimate consumers for personal, family or houhold u are known as retailing.
___F____3. Selling brand-name products at lower than regular price is: guaranteed to cau a loss not a wi business decision.
___F___ 4. The main reasons a firm gments its markets is to refine sales forecasts and allow for more product differentiation.
____T___5. Selecting target markets mean using criteria such as cost of reach the gment and size and expected growth
____F___6. Intermediaries make the flow of products from producers to buyers possible by performing three basic functions: production, transmission and display
___F___ 7.During the introduction stage of the PLC, sales gradually increa and competition becomes tough.
__T____ 8. The marketing objective for the maturity stage of PLC is to maintain brand loyalty.
____F___9. In introduction stage, a company retains the product but reduces marketing support costs it is in what stage of the PLC.
___F___ 10. After buying a product, the customers is anxious about the choice she/he made, this is called dissatisfaction.
SECTION 2: Multiple Choice. (Total 40, 2 Marks/Question) Right answers are highlighted. 1.A condition that favours penetration pricing is: A.Many gments are price innsitive. B.Low price implies good quality C.Recoup initial investments costs quicker. D.Many gments are price nsitive. 2.When the price tter stress the supply or cost side of the pricing problem, they are using A.Standard-orientation B.Cost-oriented C.Demand-oriented D.Target-oriented. | 大言不惭的意思
3.The retail position matrix makes u of the two dimensions: A.Width and depth of product line. B.Service offered and product line. C.Price levels and locations. D.Pricing strategies and competition. |
|
4.Any paid form of nonpersonal communication about an organization, good, rvice or idea by an identified sponsor is called:
A.Publicity
B.Public relation.
C.Advertising
D.Promotion
5.Questions such as:”What ads do you remember eing yesterday?” are an example of what type of post-test?
A.Aided recall
B.Unaided recall
C.Inquiry test
D.Attitude test.
……………………………………………………………装 订 线…………………………………………………
6.Norms and expectations about the way people do things in a specific country are referred to as:
A.National character
B.Customs
C.Values
D.Preferences.
7.色彩范围抠图A market gment would have a collection of prospective buyers that are:
A.Ready to buy
B.Showing unfilled needs
C.Relatively heterogeneous
D.Relatively homogeneous.
8.One of the following is NOT a criteria when forming gments:
A.Potential for higher profits and ROI.
B.Similarity of needs
C.Difference in needs of buyers among gments
D.Fewer customer complaints.
9.The framework to relate the market gments of potential buyers to products offered or potential marketing actions by the firm is called:
A.Action grid
B.Relation grid
C.Product grid
D.Market grid.
10.When a firm distributes to two or more different types of channels for the same product, this is called:
A.Double channel duty
B.Dual network
C.Split distribution
D.Dual distribution
11.Professional managed and centrally coordinated marketing channels designed to achieve channel economies and maximum marketing impact are called:
A.Vertical marketing systems五味瓶
B.Horizontal marketing systems
C.Centrally coordinated systems
D.Professional coordinated marketing systems.
12.Automobiles and TV’s are in what stage of the PLC
A.Introduction
B.Growth
C.Maturity
D.Decline
13.Which of the following is NOT one of the 5 situational influences that have an impact on the purcha decision process.
A.Social surrounding
B.Physical surroundings
C.Cash on hand
D.Temporal effects提肛运动的好处
E.Purcha task
14.What type of ad gets the consumers to take immediate action?
A.Delayed-respon advertising
B.Direct-respon advertising
C.Direct-trigger advertising
D.可怜的娃Direct-action advertising
炸带鱼的家常做法
15.After being shown an ad, respondents are asked whether their previous exposure to it was through reading, viewing or listening. This is an example of what type of post-test?
A.Aided recall
B.Unaided recall
C.Attitude tests
D.Inquiry tests
16.The marketing of two or more products in a single package price is called
a.Target pricing
建功新时代b.Bundle pricing
c.Odd-even pricing
d.Price lining.
17.Which method of pricing is bad on the “learning effect”?
