溢 制卧爱分贸多本芳 营销学原理 对外经济贸易大学 2001一2002学年第二学期 《营销学原理》期未考试试卷(A卷) 课程代码及课序号：MKT206-8 00营销、99海关、99商检、99法律、99行政、00财务、 00会本、00信息、99留学生、00金融 学号 姓名 班级 成绩 I.Multiple Choice(only one answer is correct,30 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.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 第1页共13页
营销学原理 对外经济贸易大学 2001⎯2002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 00营销、99海关、99商检、99法律、99行政、00财务、 00会本、00信息、99留学生、00金融 学号__________ 姓名__________ 班级__________ 成绩__________ I. Multiple Choice (only one answer is correct, 30 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. 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 第1页 共13页
溢 制卧所贸多大号 营销学原理 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 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 第2页共13页
营销学原理 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 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 第2页 共13页
溢 制卧价贸号大孝 营销学原理 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. 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 第3页共13页
营销学原理 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. 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 第3页 共13页
制卧爱价贸多大孝 营销学原理 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: A.not change the price. B.decrease production. C.raise the price. D.lower the price. E.decrease promotional efforts. 19.A market skimming pricing policy: 第4页共13页
营销学原理 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: A. not change the price. B. decrease production. C. raise the price. D. lower the price. E. decrease promotional efforts. 19. A market skimming pricing policy: 第4页 共13页
麓制所简多大号 营销学原理 A.starts with a high price which is gradually lowered 低). B.starts with a high price and keeps it high. C.starts with a low price and gradually raises it. D.starts with a low price and keeps it low. 20.Kevin Stiles is a farmer who sells his product directly to a supermarket chain which in turn sells it to customers. This is an example of marketing channel system. A.zero-length B.one-level C.two-level D.direct-level E.sub-level 21.Christine Robert,a fashion designer and producer of women'fashions,sells her fashions through her own chain of boutiques(retail outlets,小零售店).Christine Robert as the producer and retailer is an example of A.franchise organization. B.corporate VMS C.administered VMS D.contractual VMS E.conventional VMS 22.A strategy means a producer directs its marketing activities (primarily personal selling and trade promotion)toward channel members to induce them to carry the product and to promote it to final consumers. A.push B.hard-sell C.soft-sell D.pull 23.In the introduction stage of the product life cycle of a consumer good, A.personal selling is emphasized over advertising. B.advertising and publicity are cost effective in producing high awareness. C.sales promotion does not exist. D.publicity does not exist. 第5页共13页
营销学原理 A. starts with a high price which is gradually lowered (降 低). B. starts with a high price and keeps it high. C. starts with a low price and gradually raises it. D. starts with a low price and keeps it low. 20. Kevin Stiles is a farmer who sells his product directly to a supermarket chain which in turn sells it to customers. This is an example of _______marketing channel system. A. zero-length B. one-level C. two-level D. direct-level E. sub-level 21. Christine Robert, a fashion designer and producer of women' fashions, sells her fashions through her own chain of boutiques (retail outlets, 小零售店). Christine Robert as the producer and retailer is an example of : A. franchise organization. B. corporate VMS C. administered VMS D. contractual VMS E. conventional VMS 22. A________ strategy means a producer directs its marketing activities (primarily personal selling and trade promotion) toward channel members to induce them to carry the product and to promote it to final consumers. A. push B. hard-sell C. soft-sell D. pull 23. In the introduction stage of the product life cycle of a consumer good， A. personal selling is emphasized over advertising. B. advertising and publicity are cost effective in producing high awareness. C. sales promotion does not exist. D. publicity does not exist. 第5页 共13页