《市场营销学》（双语）试卷二参考答案
Ⅰ.Single Choice Questions: (Please choose 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. B
2. B
3. D
4. D
5. B
6. B
7. C
8. B
9. B 10.C
11. D 12. C 13. B 14. A 15.B 16. B 17. B 18. B 19. B 20.B Ⅱ.Multiple Choice Questions: (Please choose at least 2 best answers from the corresponding alternatives and mark what you have chosen into the blanks. 20 scores totally and 2 scores for each.)
1. ABCD
2. ABCD
3. ABCD
4.ABC
5.ABCD
6. ABCD
7. BCD
8. ABC
9. ABCD 10.ABC
Ⅲ. True or False Questions: (Please determine true or false for the following statements, marking √for true and ×for false in the relevant blank without correction. 10 scores totally and 1 score for each.)
1.×
2. ×
3. √
4. ×
5. ×
6.√
7. ×
8. √
9. ×10.√
Ⅳ.Briefly Answer the Following Questions: (All written responses must be in English.22 scores totally)
1．(1) Understanding the marketplace and customer need and want
(2)Design a customer-drive marketing strategy
(3) Construct a marketing program that deliver superior value
(4) Build profitable relationships and create customer delight
(5) Capture value from customers （1 score for each）
2．(1) single-segment concentration (2) selective specialization
(3)product specialization (4)market specialization
(5) full market coverage （1 score for each）
3．(1) company (2) supplier (3) marketing intermediaries (4) customer or market (5)competitor (6) public （1 score for each）
4．(1)Identifying the Target Audience
(2) Determining the Communication Objectives
(3) Designing the Message
(4) Choosing Media
(5) Choosing Communication Channels
(6) Collecting Feedback （1 score for each）
Ⅴ.Translation from Chinese into English: (12 scores totally and 1 score for each.)
1. customer perceived value
2. Marketing myopia
3. Market-penetration
4. Reference Groups
5. product awareness
6. Product Value Analysis
7. competitive advantages 8. product mix
9. cost-plus pricing 10. Franchise Organizations
11.sales promotion 12. Rational appeals
Ⅵ.Case Study: (Please present brief answers of the attached questions based on you understanding and analysis of the following case. 16 scores totally.)
针对凌志的挑战, 奔驰不应该降价,而应该保持原价,甚至应该提高产品的价格, 同时要采取相应的营销组合策略来支持其高价格策略。（2分）
(1)定价方面：奔驰采用的是高质量-高价格的溢价策略,而凌志采用的是高质量-中等价格的优良价值策略来发动对奔驰的攻击.在这种情况下奔驰不能降价, 因为一旦降价意味着它以前所采取的策略是对顾客的一种欺骗。（4分）
(2)目标顾客群：凌志的目标顾客群和奔驰的目标顾客群也不相同.凌志的目标顾客群是那些希望能够得到象奔驰一样的性能的车,同时又要求合理价格的人. 奔驰不仅代表着高质量, 而且也是身份和地位的象征,有着丰富的品牌内涵。（4分）(3)营销组合：奔驰应该采取相应的营销组合策略来应对凌志的挑战.在产品方面, 奔驰应该致力于提高产品质量,在渠道方面, 应该选择优秀的中间商,在促销沟通方面,致力于打造丰厚的品牌内涵, 提高顾客的忠诚度。（4分）
总之,面对凌志的挑战, 奔驰应该继续完善产品质量的同时,突出品牌个性和内涵, 牢牢抓住自己的目标顾客群, 不能陷入价格战的泥潭中。（2分）