制卧价贸易大考 《营销学原理》 期末考试试卷 对外经济贸易大学 2002一2003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—8 01营销、00海关、00商检、00法律、00行政、01财务、 01会本、01信息、00留学生、01金融 学号： 姓名： 成 绩 班级： 课序号： 任课教师： 题号 111 IV V 合计 分值 I.True or False(20 points): 1.In a seller's market,sellers have more power;therefore,buyers have to be more active“marketers” 2.New technology is typically a force for creative destruction,which may mean that the new technology hurts the old technology. 3.The buyer decision process began long before the purchase is made and ends when the purchase is actually made. 4.Once a product has begun its life cycle,typically a firm can do little to extend it. 5.Dell's success is mainly due to its excellent supply chain management and logistics system. 6.Profit is usually negative during the product introduction stage of the product life cycle. 7.Line extension involves higher investment and risk compared to brand extension 8.A buyer would probably travel a considerable distance to purchase a convenience good. 9.People tend to interpret incoming information in a way that will support what they already believe
《营销学原理》 期末考试试卷 对外经济贸易大学 2002⎯2003 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—8 01 营销、00 海关、00 商检、00 法律、00 行政、01 财务、 01 会本、01 信息、00 留学生、01 金融 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 I. True or False (20 points): _____ 1. In a seller’s market, sellers have more power; therefore, buyers have to be more active “marketers”. _____ 2. New technology is typically a force for creative destruction, which may mean that the new technology hurts the old technology. _____ 3. The buyer decision process began long before the purchase is made and ends when the purchase is actually made. _____ 4. Once a product has begun its life cycle, typically a firm can do little to extend it. _____ 5. Dell’s success is mainly due to its excellent supply chain management and logistics system. _____ 6. Profit is usually negative during the product introduction stage of the product life cycle. _____ 7. Line extension involves higher investment and risk compared to brand extension. _____ 8. A buyer would probably travel a considerable distance to purchase a convenience good. _____ 9. People tend to interpret incoming information in a way that will support what they already believe. 1
莲 制卧价蜀易大考 《营销学原理》 期末考试试卷 10.Concentrated marketing means that one company target only one market segment. 11.Intensive distribution means a big number of middlemen are used. 12.Franchises are corporations that combine several different retailing forms under central ownership and share some distribution and management functions with the franchisees. 13.Of the methods used in setting the promotion budget,only the objective-and-task method makes logical sense. 14.A market segment consists of consumers who respond in a similar way to a given set of marketing stimuli. 15.Attractively priced options packages for cars are examples of product-bundle pricing. 16.Changes in consumer taste may alter the shape of the product life cycle. 17.If a product is positioned on nonprice factors,then decisions about quality,promotion,and distribution will strongly affect price. 18.Quantity discounts are usually provided as a reward for paying bills promptly. 19.Wholesalers and retailers both must make marketing decisions about target markets,product assortments and services,price,promotion, and place. 20.The growth in technologically complex products has extended the length of sales training programs. Il.Multiple Choice(only one choice is correct,20 points): ()1.Marketing is best understood as the process of: A.making a sale. B.creating customer needs. C.satisfying customer needs and wants. D.promoting products and services. E.generating(产生)a profit
《营销学原理》 期末考试试卷 _____ 10. Concentrated marketing means that one company target only one market segment. _____ 11. Intensive distribution means a big number of middlemen are used. _____ 12. Franchises are corporations that combine several different retailing forms under central ownership and share some distribution and management functions with the franchisees. _____13. Of the methods used in setting the promotion budget, only the objective-and-task method makes logical sense. _____ 14. A market segment consists of consumers who respond in a similar way to a given set of marketing stimuli. ____ 15. Attractively priced options packages for cars are examples of product-bundle pricing. ____ 16. Changes in consumer taste may alter the shape of the product life cycle. ____ 17. If a product is positioned on nonprice factors, then decisions about quality, promotion, and distribution will strongly affect price. ____ 18. Quantity discounts are usually provided as a reward for paying bills promptly. ____ 19. Wholesalers and retailers both must make marketing decisions about target markets, product assortments and services, price, promotion, and place. ____ 20. The growth in technologically complex products has extended the length of sales training programs. II. Multiple Choice (only one choice is correct, 20 points): ( ) 1. Marketing is best understood as the process of: A. making a sale. B. creating customer needs. C. satisfying customer needs and wants. D. promoting products and services. E. generating (产生) a profit. 2
制卧价贸易大考 《营销学原理》 期末考试试卷 ()2.A person's want becomes a demand when his want is backed ( by A.purchasing power. B.products. C.needs. D.desire. E.exchange mechanisms. ()3.The concept holds that all consumers will favor 欢)those products offering the most quality performances and features, therefore,the organization should devote its energy to making continuous product improvements. A.production B.product C.service D.marketing E.selling ()4.Leander Cosmetics is attempting to generate additional sales of its present products by promoting them more aggressively to its present customers.Leander Cosmetics is engaged in: A.diversification B.market penetration C.market development D.product development ()5.High growth,high share businesses or products appear in the Boston consulting group growth-share matrix as: A.dogs B.cash cows. C.question marks. D.stars. ()6.Which of the following is not a component(组成部分)ofa company's microenvironment? A.marketing intermediaries B.customers C.competitors D.economic environment E.publics
《营销学原理》 期末考试试卷 ( ) 2. A person's want becomes a demand when his want is backed (支持) by A. purchasing power. B. products. C. needs. D. desire. E. exchange mechanisms. ( ) 3. The __________ concept holds that all consumers will favor （喜 欢） those products offering the most quality performances and features, therefore, the organization should devote its energy to making continuous product improvements. A. production B. product C. service D. marketing E. selling ( ) 4.Leander Cosmetics is attempting to generate additional sales of its present products by promoting them more aggressively to its present customers. Leander Cosmetics is engaged in: A. diversification B. market penetration C. market development D. product development ( ) 5. High growth, high share businesses or products appear in the Boston consulting group growth-share matrix as: A. dogs B. cash cows. C. question marks. D. stars. ( ) 6. Which of the following is not a component (组成部分) of a company's microenvironment? A. marketing intermediaries B. customers C. competitors D. economic environment E. publics 3
制卧价蜀易大考 《营销学原理》 期末考试试卷 ()7.Organizations that buy goods and services for their production process in order to make profits are called markets. A.reseller B.industrial C.international D.government E.consumer ()8.Positioning is used mainly to A.make communication easier B.make possible the product can be highly priced C.obtain differentiated advantage in a competitive environment D.increase the brand image ()9.The depth of a product mix refers to A.how many different product lines the company carries B.how many variants are offered of each product item in the line C.how closely related the various product lines are in end use,production requirements or distribution channels D.the total number of items in the product mix ()10.After the sale,marketing communications providing evidence and support to help consumers feel good about their brand choice is especially appropriate under which of the following situation? A.dissonance-reduction behavior B.habitual buying behavior C.complex buying behavior D.variety-seeking behavior ()11.Business demand ultimately comes from the demand for consumer goods.This is known as demand. A.latent B.full C.derived D.wholesome E.negative ()12.Accessibility,as a requirement for effective segmentation,refers to the degree to which A.the segments can be effectively reached and served. B.the segments are large and profitable enough C.an effective program can be formulated for attracting and serving the segments
《营销学原理》 期末考试试卷 ( ) 7. Organizations that buy goods and services for their production process in order to make profits are called__________ markets. A. reseller B. industrial C. international D. government E. consumer ( ) 8. Positioning is used mainly to A. make communication easier B. make possible the product can be highly priced C. obtain differentiated advantage in a competitive environment D. increase the brand image ( ) 9. The depth of a product mix refers to A. how many different product lines the company carries B. how many variants are offered of each product item in the line C. how closely related the various product lines are in end use, production requirements or distribution channels D. the total number of items in the product mix ( ) 10. After the sale, marketing communications providing evidence and support to help consumers feel good about their brand choice is especially appropriate under which of the following situation? A. dissonance-reduction behavior B. habitual buying behavior C. complex buying behavior D. variety-seeking behavior ( ) 11. Business demand ultimately comes from the demand for consumer goods. This is known as _________ demand. A. latent B. full C. derived D. wholesome E. negative ( ) 12. Accessibility, as a requirement for effective segmentation, refers to the degree to which A. the segments can be effectively reached and served. B. the segments are large and profitable enough. C. an effective program can be formulated for attracting and serving the segments. 4
旋肉行数6号 《营销学原理》 期末考试试卷 D.the size and purchasing power of the segments can be measured. E.the individuals making up the market segment can be identified and studied. ()13.A good package may A.protect the product. B.promote the product. C.lower total distribution costs. D.all of the above ()14.Under the same product line,P&G launched various products carrying different brand names.This strategy is called A.brand extension B.multiple brands C.unique brand D.new brand ()15.Which of the following is typically not considered a reason why new products fail? A.The idea for the product is good,but the market has been underestimated (低估)。 B.A product has been incorrectly positioned in a market. C.Top management pushes through a favourite idea in spite of negative market research findings. D.Unexpected competition is encountered () ()16.Simulated test marketing A.takes longer time to complete than standard test marketing B.is much more expensive than controlled test marketing. C.does not allow competitors to get a look at the companies'new product. D.is best used at trade shows. ()17.Product is a period of rapid market acceptance and increasing profits. A.development B.introduction C.growth D.maturity E.decline ()18.If demand is elastic rather than inelastic and the firm is interested in increasing total revenue,the firm should: J
《营销学原理》 期末考试试卷 D. the size and purchasing power of the segments can be measured. E. the individuals making up the market segment can be identified and studied. ( ) 13. A good package may A. protect the product. B. promote the product. C. lower total distribution costs. D. all of the above ( ) 14. Under the same product line, P&G launched various products carrying different brand names. This strategy is called _________. A. brand extension B. multiple brands C. unique brand D. new brand ( ) 15. Which of the following is typically not considered a reason why new products fail? A.The idea for the product is good, but the market has been underestimated (低估). B.A product has been incorrectly positioned in a market. C.Top management pushes through a favourite idea in spite of negative market research findings. D.Unexpected competition is encountered （遭遇）. ( ) 16. Simulated test marketing A. takes longer time to complete than standard test marketing. B. is much more expensive than controlled test marketing. C. does not allow competitors to get a look at the companies’ new product. D. is best used at trade shows. ( ) 17. Product __________ is a period of rapid market acceptance and increasing profits. A. development B. introduction C. growth D. maturity E. decline ( ) 18. If demand is elastic rather than inelastic and the firm is interested in increasing total revenue, the firm should: 5