《市场营销学》（双语）试卷一参考答案
Ⅰ.Single Choice Questions: (Plea choo the best answer from the corresponding four alternatives and mark A, B, C or D into the blank. 20 scores totally and 1 score for each.)
1. D 2. A 3. D 4. B 5. D 6. B 7. C 8. D 9. D 10.A
11. D 12.C 13. A 14. C 15.C 16.C 17. B 18.B 19. B 20.B
Ⅱ. Multiple Choice Questions: (Plea choo at least 2 best answers from the corresponding alternatives and mark what you have chon into the blanks. 20 scores totally and 2 score for each.)
1. ABCD 2. ABCD 3. ABC 4. ABC 5.ABCD
盖碗茶 6. BCD 7. BCD 8. AB 9. ABCD 10.ABC
Ⅲ. True or Fal Questions: (Plea determine true or fal for the following stateme
我的伙伴们nts, marking √ for true and × for fal in the relevant blank without correction. 10 scores totally and 1 score for each.)
1. √ 2. √ 3. √ 4. √ 5. ×
6. × 7. 红酒杯的正确拿法× 8. × 9. × 10. ×
Ⅳ. Briefly Answer the Following Questions: (All written respons must be in English.22 scores totally)
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上拉电阻1． (1)production concept (2)product concept (3)lling concept
(4)marketing concept (5)societal marketing concept (one score for each)
2． (1) demographic (2) economic (3) natural (4) technological (5) political (6)cultural (one score for each)
3. (1) undifferentiated marketing strategy
(2)differentiated marketing strategy
(3)concentrated marketing strategy
(4)micromarketing strategy(one score for each)
4．(1) Specialty Stores
(2) Department Stores
(3) Convenience Stores
(4) Discount Stores
(5) Off-Price Retailers
(6) Supermarkets
(7) Superstores (one score for each)
Ⅴ. Translation from Chine into English: (12 scores totally and 1 score for each.)人气美食
1. customer satisfaction 2. purcha decision
3. Value proposition 4. product line
5. Seal-bid pricing 6. Retailer Cooperatives
7. competitive advantages 8. product mix
9. Going-rate pricing 10. Franchi Organizations
11.sales promotion 12. Rational appeals
Ⅵ. Ca Study: (Plea prent brief answers of the attached questions bad on you understanding and analysis of the following ca. Answer in Chine is acceptable , 16 scores totally.)
1、(1)张丽对这批珠宝采取了哪些营销组合策略?(4分)
答：张丽对这批珠宝采取了人员推销（2分）和销售推广（2分）这两种营销组合策略。
(2)这批珠宝低价卖不出去，为什么高价反而热销?(6分)
答：低价给消费者的感觉就是质量不过硬（教育对文化的作用2分）而且这批珠宝的造型独特，款式新颖，属于市场上比较少有产品，要想打开市场销路，把它定为高价，让消费者对此产生一种感觉：高价代表质量。质量好，而且款式新颖，就算是高价也值得购买。（4分）
(3)从营销角度看，你得到哪些启示?(6好句15字分)
答：选择营销策略要深入分析产品以及市场的需求，并从其自身产品出发（3分），找到正确的营销组织策略才能使产品适销对路。（3分）（结合理论知识，有理有据，酌情给分）
