莲价发号 《营销学原理》 期末考试试卷 对外经济贸易大学 2003一2004学年第二学期 《营销学原理》期末考试试卷(A卷) 课程代码及课序号：MKT206一1、2、3、4、5、6、7 学号： 姓名： 成 绩： 班级： 课序号： 任课教师： 题号 1 111 IV 合计 分值 注意事项： 1.本试卷考试时间为120分钟， 2.请使用中文或英文答卷； 3.本试卷满分为100分，占本课程总评成绩的50%； 4.禁止使用计算器、快译通等电子设备和各类字典。 I.Multiple Choice:(For each question,only one choice is correct,20 points) Score: ()1.A pricing strategy of seeks to provide the company the largest portion of a particular market. a.survival b. current profit maximization c.market share leadership d.product quality leadership ()2.When consumers are highly involved in a purchase and perceive significant differences among brands,they engage in buying behavior. a.dissonance-reducing b.variety-seeking c. complex d.habitual )3.All the following are public relations functions except: a.press relations. b.product distribution. c.product publicity. d.lobbying. ()4.The consists of all the forces close to a company that
《营销学原理》 期末考试试卷 对外经济贸易大学 2003─2004学年第二学期 《营销学原理》期末考试试卷（A卷） 课程代码及课序号：MKT206－1、2、3、4、5、6、7 学号： 姓 名： 成 绩： 班级： 课序号： 任课教师： 题号 I II III IV V 合计 分值 注意事项： 1． 本试卷考试时间为120分钟； 2． 请使用中文或英文答卷； 3． 本试卷满分为100分，占本课程总评成绩的50％； 4． 禁止使用计算器、快译通等电子设备和各类字典。 I. Multiple Choice: (For each question, only one choice is correct, 20 points) Score: ( ) 1. A pricing strategy of _____ seeks to provide the company the largest portion of a particular market. a. survival b. current profit maximization c. market share leadership d. product quality leadership ( ) 2. When consumers are highly involved in a purchase and perceive significant differences among brands, they engage in _____ buying behavior. a. dissonance-reducing b. variety-seeking c. complex d. habitual ( ) 3. All the following are public relations functions except: a. press relations. b. product distribution. c. product publicity. d. lobbying. ( ) 4. The ___________ consists of all the forces close to a company that 1
黄所时号 《营销学原理》 期末考试试卷 affect its ability to serve its customers. a.macroenvironment b.organizational environment C. microenvironment d.marketing environment ()5.The difference between the values the customer gains from owning and using a product and the cost of obtaining the product is: a.customer satisfaction. b.relationship marketing. c.needs marketing. d.customer value. ()6.All of the following are examples of personal sources of information except: a.family. b.friends. C. neighbors. d.dealers. ()7.The most basic concept underlying marketing is: a.producing goods of high quality. b.developing distribution networks C. identification of consumer needs. d.development of effective promotional programs. ()8. distribution is appropriate for low-cost, frequently-purchased items like soft drinks. a.Selective b.Exclusive c.Intensive d.Pervasive ()9.Which of the following is NOT a part of the company's macroenvironment? a.Natural forces b.Economic forces C. Technological innovations d.Marketing intermediaries ()10.A major tool for identifying ways to create more customer value is: a.market share analysis. b.competitor analysis. c.the value chain. d.product analysis. ()11.Which of the following is not part of the AIDA model?
《营销学原理》 期末考试试卷 affect its ability to serve its customers. a. macroenvironment b. organizational environment c. microenvironment d. marketing environment ( ) 5. The difference between the values the customer gains from owning and using a product and the cost of obtaining the product is: a. customer satisfaction. b. relationship marketing. c. needs marketing. d. customer value. ( ) 6. All of the following are examples of personal sources of information except: a. family. b. friends. c. neighbors. d. dealers. ( ) 7. The most basic concept underlying marketing is: a. producing goods of high quality. b. developing distribution networks. c. identification of consumer needs. d. development of effective promotional programs. ( ) 8. _____ distribution is appropriate for low-cost, frequently-purchased items like soft drinks. a. Selective b. Exclusive c. Intensive d. Pervasive ( ) 9. Which of the following is NOT a part of the company's macroenvironment? a. Natural forces b. Economic forces c. Technological innovations d. Marketing intermediaries ( ) 10. A major tool for identifying ways to create more customer value is: a. market share analysis. b. competitor analysis. c. the value chain. d. product analysis. ( ) 11. Which of the following is not part of the AIDA model? 2
价+号 《营销学原理》 期末考试试卷 a.Attitude b.Attention c.Desire d.Interest ()12.Merchant wholesalers: a.own the goods they sell. b.represent manufacturers of complementary lines. c. assist buyers and sellers with negotiations. d.enjoy contractual authority to sell a producers'entire output. ()13.Most companies are now using to service large,complex accounts. a.team selling b.missionary salespeople c.order getters d.technical support people ()14.Setting a high initial price for a new product and then gradually reducing that price,is called: a.market penetration b.market skimming. C. product-line pricing. d. functional discounting. ()15.You start a small online bookstore that targets African-Americans in general by offering the full range of African-American literature and books on various black-studies topics.You try to target young male African-Americans,ages 16 to 25,offering selections which address their particular concerns.You are practicing a version of what sort of marketing? a.Segment. b.Local. c.Niche. d.Micro. ()16.If Compaq Computers wants to know how many and what kinds of people or companies will buy its new lightweight super-fast notebook computer,they would probably undertake which of the following? a.Market information search b.Market intelligence c.Internal company records search d.Marketing research ()17.A business has a 75 percent share of a low-growth industry. According to the Boston Consulting Group growth-share matrix, such a business is a: a.dog. b.cash cow. c.star. d.question mark. ()18.You hear of a firm looking to install a new system in its corporate headquarters.You quickly gain access to this firm's buying center
《营销学原理》 期末考试试卷 a. Attitude b. Attention c. Desire d. Interest ( ) 12. Merchant wholesalers: a. own the goods they sell. b. represent manufacturers of complementary lines. c. assist buyers and sellers with negotiations. d. enjoy contractual authority to sell a producers' entire output. ( ) 13. Most companies are now using _____ to service large, complex accounts. a. team selling b. missionary salespeople c. order getters d. technical support people ( ) 14. Setting a high initial price for a new product and then gradually reducing that price, is called: a. market penetration. b. market skimming. c. product-line pricing. d. functional discounting. ( ) 15. You start a small online bookstore that targets African-Americans in general by offering the full range of African-American literature and books on various black-studies topics. You try to target young male African-Americans, ages 16 to 25, offering selections which address their particular concerns. You are practicing a version of what sort of marketing? a. Segment. b. Local. c. Niche. d. Micro. ( ) 16. If Compaq Computers wants to know how many and what kinds of people or companies will buy its new lightweight super-fast notebook computer, they would probably undertake which of the following? a. Market information search b. Market intelligence c. Internal company records search d. Marketing research ( ) 17. A business has a 75 percent share of a low-growth industry. According to the Boston Consulting Group growth-share matrix, such a business is a: a. dog. b. cash cow. c. star. d. question mark. ( ) 18. You hear of a firm looking to install a new system in its corporate headquarters. You quickly gain access to this firm’s buying center. 3
价+号 《营销学原理》 期末考试试卷 After talking with the head-purchasing agent,you realize that the building manager is the person with the most power to select a supplier.This manager is the: a.decider. b.influencer. c.buyer. d.gatekeeper. ()19.Which type of product is most in need of market testing? a.All new products should be market. b.high-investment and high-risk products. c.low-investment and high-risk products. d.high-profit potential products with time pressure due to intense competition. ()20.You're a marketer for a sporting goods firm.One day,a colleague hands you the latest tennis racket(网球拍)developed by your colleagues in product development with a description of the racket's attributes,quality,and design features.You are holding a(n): a.core product. b.potential product. c.actual product. d.augmented product. Il.True or False (10 points) Score: ()1.The straight rebuy describes the situation where the buyer buys the same as previously but can buy from another supplier. ()2.Continuity means placing all the ads in the same type of media. ()3.When marketing products abroad,firms should work to keep their costs down by not adapting their products to suit specific local needs. ()4.A retail co-op exists when a wholesaler organizes a voluntary chain of retailers to help them compete with large chain organizations. ()5.Marketing-strategy development includes a review of the sales,costs, and profit projections for a new product. ()6.Supermarkets are the most frequently shopped types of retail store. ()7.Telemarketing can be as effective as a personal call,but much less expensive ()8.Observational research can involve setting up video cameras to view shopper motions and behavior patterns
《营销学原理》 期末考试试卷 After talking with the head-purchasing agent, you realize that the building manager is the person with the most power to select a supplier. This manager is the: a. decider. b. influencer. c. buyer. d. gatekeeper. ( ) 19. Which type of product is most in need of market testing? a. All new products should be market. b. high-investment and high-risk products. c. low-investment and high-risk products. d. high-profit potential products with time pressure due to intense competition. ( ) 20. You’re a marketer for a sporting goods firm. One day, a colleague hands you the latest tennis racket (网球拍)developed by your colleagues in product development with a description of the racket's attributes, quality, and design features. You are holding a(n): a. core product. b. potential product. c. actual product. d. augmented product. II. True or False (10 points) Score: （ ）1. The straight rebuy describes the situation where the buyer buys the same as previously but can buy from another supplier. （ ）2. Continuity means placing all the ads in the same type of media. （ ）3. When marketing products abroad, firms should work to keep their costs down by not adapting their products to suit specific local needs. （ ）4. A retail co-op exists when a wholesaler organizes a voluntary chain of retailers to help them compete with large chain organizations. （ ）5. Marketing-strategy development includes a review of the sales, costs, and profit projections for a new product. （ ）6. Supermarkets are the most frequently shopped types of retail store. （ ）7. Telemarketing can be as effective as a personal call, but much less expensive. （ ）8. Observational research can involve setting up video cameras to view shopper motions and behavior patterns. 4
价发号 《营销学原理》 期末考试试卷 ()9.Companies use captive market pricing to trap people into being lifelong customers. ()10.The marketing process puts the target customer(s)in the center of all marketing activities. Ill.Define the following concepts briefly.(12 points) Score: 1.Marketing mix (3 points) 2.Vertical marketing system(VMS)(3 points) 3.Integrated marketing communications (3 points) 4.Market segmentation (3 points) J
《营销学原理》 期末考试试卷 （ ）9. Companies use captive market pricing to trap people into being lifelong customers. （ ）10. The marketing process puts the target customer(s) in the center of all marketing activities. III. Define the following concepts briefly. (12 points) Score: 1．Marketing mix (3 points) 2．Vertical marketing system (VMS) (3 points) 3．Integrated marketing communications (3 points) 4. Market segmentation (3 points) 5