市场营销期末考试测试卷AB卷带答案

《市场营销学》期末考试试卷A卷及答案一、单项选择题（将正确答案前的字母填入答题纸相应空白栏中。

每题1分，共计10分）1、现代市场营销观念的最大特点是企业以（ C ）为中心。

A、生产B、销售C、顾客D、服务2、构成容量很大的现实市场必须是（ D）。

A、人口众多而购买力强B、购买力强而购买欲望大C、人口众多而购买欲望大D、人口众多、购买力强而购买欲望大3、产业市场的需求是衍生需求，是指其市场需求是（C）。

A、从本企业需求派生出来的B、从中间商需求派生出来的C、从消费者需求派生出来的D、从产业市场需求派生出来的4、把企业现有的产品投放到新市场上进行销售，这种战略称为（ B ）。

A、产品开发B、市场开发C、市场渗透D、横向一体化5、某油漆公司不仅生产油漆，并拥有和控制200家以上的油漆商店，这就叫( A )。

A、前向一体化B、后向一体化C、横向一体化 D 同心多样化6、通用电器公司法用于评价战略业务单位的标准是( B )。

A、市场占有率与相对市场占有率 B、行业吸引力与业务力量C、市场占有率与行业吸引力D、业务力量与市场占有率7、利用自身在生产上的技术与经验来开拓与原有业务相关的产品和市场的战略是( B )。

A、水平多元化B、同心多元化C、密集一体化D、集团多元化8、在企业包括全部产品项目的总数就是产品组合的( A )。

A、长度B、广度C、深度D、关联度9、调整产品、调整市场和调整市场营销组合的策略适合于产品生命周期的阶段是( C )。

A、介绍期B、成长期C、成熟期D、衰退期10、商品推广津贴与购买折让等都属于下列哪种对象的促销工具( B )。

A、消费者B、中间商C、推销员D、生产者二、多项选择题（将正确答案前的字母填入答题纸相应空白栏中。

每题2分，共计10分）1、服务产品的特点有( ABCDE )。

A、无形性B、不可分离性C、不可储存性D、差异性E、需求弹性高2、产业市场具有这样一些特征，即( BCD )。

市场营销策划期末考试试卷（A卷）一、单项选择题（10小题共20分，每小题2分）1. 企业在市场营销活动中所使用的各种手段，如产品、定价、分销和促销等组成的系统称为（）。

A、核心市场营销系统B、企业内部管理系统C、市场营销策略系统D、市场营销环境系统2. 运用科学的抽象概念来揭示事物本质、表达现实结果的这种创造性思维形式是（）。

A、理论思维B、抽象思维C、联系思维D、倾向思维3. 企业收购和兼并若干个上游企业，控制原材料和供货的渠道，实现供应与生产的一体化，则这种一体化是（）。

A、后向一体化B、前向一体化C、水平一体化D、垂直一体化4.在企业业务的主要类型中，把面临高机会和高威胁环境情况的业务单位称为（）。

A、理想型业务单位B、风险型业务单位C、困难型业务单位D、成熟型业务单位5.五粮液酒的包装时尚典雅，五粮液酒更是芳香宜人，盛装五粮液酒的酒瓶是（）。

A、内包装B、中层包装C、外包装D、携带包装6.市场需求量虽然在增长，但销售量增长速度开始减慢，生产技术已完全成熟，这种市场特点属于产品生命周期中的（）。

A、引入期B、成长期C、成熟期D、衰退期7.在需求导向定价中，企业根据买主对产品或服务项目价值的感觉而不是根据卖方的成本来制定价格的定价方法是（）。

A、习惯定价法B、理解定价法C、区分定价法D、通行价格定价法8. 某家电企业推出一款新手机，上市初期价格定得高，以便在较短时间获得较大利润，这种新产品定价策略称为（）。

A、撇脂定价策略B、渗透定价策略C、满意定价策略D、获利定价策略9. 生产商将产品通过两个或两个以上的分销渠道系统与同一细分市场接触，这种渠道形式称为（）。

A、垂直渠道B、水平渠道C、多元渠道D、网络渠道10.A企业在制定某产品价格折扣策略时规定：批发商获10%的折扣，零售商获5%的折扣。

则A企业的此价格折扣策略通常可以被认为属于( )。

A．现金折扣 B．数量折扣 C．职能折扣 D．季节折扣二、多选题（5小题共10分，每小题2分）1. 依据波特的企业竞争优势理论，企业获得竞争优势的途径主要有（）。

《市场营销学通论》（第8版）配套试题（一）一、名词解释（任选5小题回答，每小题4分，共20分）1.变革营销2.数字营销3.客户观念4.参照价格5.供应链管理6.品牌承诺7.商业分析8.程序化广告9. 双趋冲突10.精准营销二、单项选择题（任选10小题回答，每小题1分，共10分）1. 在交换双方中，如果一方比另一方更主动、更积极地寻求交换，则前者称为营销者，后者称为（）。

A.采购者B.潜在顾客C.影响者D.使用者2. 企业承诺传递给顾客以满足其需求的一组利益和价值，叫做（）。

A.价值主张B.利益组合C.客户利益D.客户价值3.最容易滋生产品观念的莫过于当企业发明一项新产品时，此时企业最容易出现()。

A.自满情绪B.产品创新C.营销近视D.客户忠诚4.杰拉尔德·扎特曼和菲利普·科特勒最早提出将营销原理运用于保护环境、改善营养、使用安全带等具有重大意义的社会目标，这一重要概念叫做（）。

A.环境营销B.社会营销C.生活质量D.安全营销5. 营销信息系统由四个子系统构成。

其中,向管理人员提供有关销售、成本、存货、现金流、应收账款等各种反映企业经营现状的信息的子系统是()。

A.营销情报系统B.内部报告系统C.营销研究系统D.营销分析系统6. 以获得一定报酬为目的，基于陌生人的、存在物品使用权暂时转移的一种新的经济模式叫做（）。

A.互联经济B.共赢经济C.市场经济D.共享经济7.企业可以由营销信息生成的对顾客和市场的全新理解为基础，创造顾客价值,建立和维系顾客关系，这种全新理解叫做（）。

A.顾客需求B. 顾客洞察C.关系营销D.顾客价值8. 消费品和产业用品的主要区别就在于( )不同。

A.购买时机B.购买数量C.购买目的D.购买价格9. 在确定产品定位和顾客偏好的过程中，企业可以从消费者那里了解产品的重要属性、自有品牌的市场位置、其他品牌的市场位置。

利用这些资料，可以建立（），这是一种从两个维度描述产品或品牌在消费者心目中地位的方法。

市场营销专业英语AB卷期末考试题及答案2套L Put the following from Chinese into English or vice versa.（每题1 分，共20 分）1.东道国3.全球公司5.特许经营7.关税同盟9.价值链11. purchasing power parity13. non-tariff barriers15. customization17.Joint Venturespot exchange rate2.灰色市场4.套期保值6.战略联盟8.本土化10.经销商12. FDI14. market penetration16. global sourcing18. strategic business units 20. dumpingII. Make brief explanations of the following terms in English.（每题 3 分，共 15 分）licensing1.direct selling channeltransnational transfer pricing2.economic unionOEM111.Answer the following questions in English :（每题 5 分，共 20 分）What are gray market products? Are they legal? Do gray marketers serve useful marketing functions—for consumers and manufacturers?1.Some retailers （e.g., Sears） and manufacturers （e.g., General Motors） place their trademarks on products actually made by foreign suppliers. Discuss the rationale for these actions by these firmsDefine leverage, explain the different types of leverage utilized by companies with global operations.However, the above assessment is incomplete. Although one probably should not say that certain marketing methods are domestic or international, it still does not mean that the international dimension should be neglected. The shortfall with the discipline-based approach is that the disciplined-based courses as designed and taught in American business schools at the present time are ethnocentric.V. Open question （共 25 分）When desirable, there is nothing wrong with using expatriate personnel who are well qualified and knowledgeable of the company's product, technology, history, and policies. The difficulties, however, are many. Some expatriate personnel find it difficult to cope with a new and unfamiliar businessenvironment. Also the expatriate's family must also share in the burden of makingsocial adjustments related to shopping, schooling, and the limited entertainment opportunities. Also the expatriate may fear that the distance from the headquarters may eliminate chances for promotion.To minimize the problems, the personnel for overseas assignments must be selected carefully. Their families should also be interviewed to determine the suitability of their temperament for an overseas assignment.I. Put the following from Chinese into English or vice versa.（每题 1 分，共 20 分）1.母国.跨国公司5 .特许经营.关税同盟9 .原产国11. hedging13. non-tariff barriers15. foreign-related enterprise17.penertration pricing19.segmentationII. Make brief explanations ofthe following terms in English.（每题 3 分，共 15 分）dumping11. ethnocentricorientationOEM12. economic uniondirectselling channelIQ. Answer the followingquestions in English :（每题 5 分，共 20 分）What is meant by global localization? Is Coca-Cola a global product? Explain.5. What is licensing? Why do firms sometimes choose it as a means of entering a foreign market?3. What are the characteristics of a good international brand name?4. Define leverage, explain the different types of leverage utilized by companies with globaloperations.IV. Minicases:（每题 10 分，共 20 分）Compared to Americans, are Asians: (1) more group-oriented, (b) more family-oriented, and (c) more concerned with social status? How might such orientations affect the way Americans market their products to Asian consumers? Give examples to demonstrate your opinions. 1. Many consumers consider direct mail as junk mail, a term that is offensive to the direct marketingindustry. What is your assessment of the future of direct mail overseas?V. Open question (共 25 分)As a researcher, you have just been asked to do marketing research in order to make recommendations on how to market coffee in a number ofAsian, European, and South American countries. What questions do you need to ask in order to understand the varying buying motives, consumption habits, and uses of this 2.政府没收 4.市场开发 6.营销组合 8.标准化 10.竞争优势 12. secondary data 14. IPLC 16. global sourcing 18. business units 20. strategic allianceparticular product?参考答案：I. Put the following from Chinese into English or vice versa.（每题 1 分，共 20 分）1. home country2confiscation3. global company or transnational company4. market development5. franchising6.marketing mix7. custom union8.standardizationlO petitive advantage12.二手资料 13 .非关税壁垒14国际产品生命周期.外企16全球采购 17 .渗透价格18业务单元.市场细分20战略联盟II. Make brief explanations of the following terms in English.（每题 3 分，共 15 分）1.. Dumping is defined as the practice of selling a product abroad at a price below the cost of production, （2 分）or below its normal price in the domestic market. （1 分）Opportunities outside the home market are pursued by extending various elements of the marketing mix. （2 分）Home country is superior. The management sees similarities in foreign countries. The products that succeed in the home country- are superior, so can be sold everywhere without adaptation. （1 分）2. OEM is known as contract manufacturing. Its full name is original equipment manufacturing. （1 分） Under an OEM agreement, the MNE provides the know-how and sometimes equipment to a supplier that must provide the product according to the standards of authorized technology. （2 分）The full evolution of an economic union would involve the creation of a unified central bank, （1 分） the use of a single currency, （1 分）and common policies on agriculture, social services and welfare, regional development, transport, taxation, competition and mergers, construction and building, and so on. （1 分）3. Direct selling is employed when a manufacturer develops an overseas channel so that it deals directly with a foreign party without going through an intermediary in the home country. （3 分）□I. Answer the following questions in English :（每题 5 分，共 20 分）1. Products and marketing activities are standardized wherever possible （1 分），but adapted where necessary within a uniform format to meet local needs. （2 分）Yes, it is. （2 分）2. Under an international licensing contract, a licensor grants a foreign licensee the rights to use the licensor , s intangible asset such as its patent, trade mark, or know-how. In exchange, the licensee will pay a fee or royalty. （3 分）Licensing will cost little for the licensor, （1 分）and it can generate immediate return without new investment. （1 分）An international brand name should reflect the desired product image. It should be unique or distinctive while rendering itself to graphic design possibilities. Special attention must be given to pronunciation, making sure that the languages have the brand's alphabets. Furthermore, the name must be capable of gaining registration and protection.3. Leverage is some type of advantage that a company enjoys by virtue of the fact that it conducts business in more than one country. （1 分）Experience transfers, scale economies, resource utilization, global strategy. It can draw on management practices, 9. country of origin 11 .套期保值9. country of origin 11 .套期保值strategies, products, advertising appeals, or sales or promotional ideas that have been tested in actual markets and apply them in other comparable markets. （1 分）The global company can take advantage of its greater manufacturing volume to obtain traditional scale advantages within a single factory. （1 分）A major strength of the global company is its ability to scan the entire world to identify people, money, and raw materials that will enable it to compete most effectively in world market. （1 分） A global strategy is built on an information system that scans the world business environment to identify opportunities, trends, threats, and resources. （1 分）Minicases:（每题10 分,共20 分）pared to Americans, Asians are more group- oriented, more family-oriented, and more status-oriented. As such, a marketer of an American product needs to be careful in utilizing such appeals as individualism, independence, and equality. Instead, the emphasis should be on groups, families, and status.2.Direct mail is largely undeveloped in many countries. This is especially true where illiteracy is high and where labor is cheap, making it easy to use a salesperson to make sales calls. Still despite the small volume, the use of direct mail is growing rapidly in many countries. It can be expected that list owners may develop more confidence in the rental process of their lists and that government regulations may permit companies to have more flexibility in collecting personal information and developing lists on a more sophisticated basis. It is thus not unreasonable to expect growth in the use and popularity of direct mail.IV.Open question （共 25 分）The purpose of this question is to get students to recognize the varying usage and buying motives of a relatively simple product一一coffee. At first, the students may be at a loss to see why any questioning is even necessary, and they probably do not know how to ask questions. Not until after talking to foreign students or other foreign-born persons will they realize that there are many different kinds of coffee coupled with varying buying motives.The questions would be as follows.How is coffee used-in bean form, ground, or powdered? If it is ground, how is it brewed? Which coffee is preferred-- Brazilian Santos blended with Colombian coffee, or robusta from the Ivory Coast? Is it roasted? Do the people prefer dark roasted or blond coffee? The color of Nestle，s soluble coffee must resemble as closely as possible the color of the coffee consumed in the country. Do the Germans drink coffee after lunch or with their breakfast? Do they take it black or with cream or milk? Do they drink coffee in the evening? Do they sweeten it? In France, the answer is clear: in the morning, coffee with milk; at noon, black coffee一一i.e., two utterly different coffees. At what age do people begin drinking coffee? Is it a traditional beverage, as in France, or is it a form of rebellion, as in England and Japan, where the younger generation has taken up coffee drinking in order to defy their tea-drinking parents?4.By marketing in a foreign country, must a firm automatically utilize geographic segmentation or other segmentation bases?IV.Minicases:（每题 10 分,共 20 分）. Many consumers consider direct mail as junk mail, a term that is offensive to the direct marketing industry. What is your assessment of the future of direct mail overseas?1.Befbre becoming IBM's chairman and chief executive officer, Louis V. Gerstner, Jr. was a vice-chairman of American Express. While at American Express, he stated that “the split between international and domestic is very artificial-and at times dangerous." Do you agree with the statement? Offer your rationale.V.Open question （共 25 分）Sony Corp, of America, in an effort to include retailing in its operations, runs its own licensed stores in Japan and Europe. In the United States, Sony has opened Sony Gallery of Consumer Electronics in Chicago. Inside the store, n boom boxes" and camcorders are displayed on pedestals as if they were art objects, and the Walkman is displayed on trendy mannequins. The gallery includes alife-size mock-up of an apartment with a built-in Sony home theater system. Some retailers are concerned that Sony might turn out to be both their supplier and competitor. How should Sony deal with this concern?参考答案：I. Put the following from Chinese into English or vice versa.（每题1 分，共20 分）1. host country2 grey market3. global company or transnational company4. hedging5. franchising6. strategic alliances7. custom union8. localization9. value chainlO.distributor11 .购买力平价12.对外直接投资.非关税壁垒14市场渗透15.定制化16全球采购.合资企业18战略业务单元19.即期汇率20倾销Make brief explanations of the following terms in English.（每题3 分，共15 分）1.Under an international licensing contract, a licensor grants a foreign licenseethe rights to use the licensor' s intangible asset such as its patent, trade mark, or know-how. （2 分）In exchange, the licensee will pay a fee or royalty. （1 分）2.Direct selling is employed when a manufacturer develops an overseas channel so that it deals directly with a foreign party without going through an intermediary in the home country. （3 分）Transfer pricing is to set a price on goods or services transferred between subsidiaries or divisions of the same enterprise. （2 分）It is the pricing strategy of a MNE. （1 分）3.The full evolution of an economic union would involve the creation of a unified central bank, （1 分）the use of a single currency, （1 分）and common policies on agriculture, social services and welfare, regional development, transport, taxation, competition and mergers, construction and building, and so on. （1 分）4.OEM is known as contract manufacturing. Its full name is original equipment manufacturing. （1 分）Under an OEM agreement, the MNE provides the know-how and sometimes equipment to a supplier that must provide the product according to the standards of authorized technology. （2 分）IH. Answer the following questions in English :（每题 5 分，共20 分）1.Gray market products are those imported by an unauthorized party. Gray marketing may be illegal in the case that the protection is granted to an independent American trademark owner. In general, however, it is legal to import and sell gray market goods.In spite of all the criticisms, gray marketers do serve usefulmarketing functions. For manufacturers, gray marketers help distributing surplus goods and perform some of the service functions. As a matter of fact, many manufacturers tolerate or even encourage the practice of gray marketing. For consumers, gray marketers provide an alternative-- essentially the same product for a lower price. They promote the free enterprise system. The discrepancy of prices in two countries for the same product causes gray marketing to exist which in turn narrows the price differential. Gray marketers thus bring about more uniform prices.2.There are several reasons why MNEs place their trademarks on products made by foreign firms. First, they may be able to create a unique product by bundling or unbundling product attributes. Second, the strategy guarantees that MNEs cannot be bypassed by theirsuppliers. Third, they can avoid fixed production costs. Finally, the strategy offers these firms brand loyalty, bargaining power, and price. Foreign manufacturers also have their own reasons for agreeing to place other firms，brands on the products. One benefi t is the ease in gaining market entry and dealers，acceptance which may allow a larger market share overall while contributing to offset fixed costs. Another advantage is that there are no promotional headaches and expenses. Finally, the strategy prevents other competitors from making this same product for these customers.3.Leverage is some type of advantage that a company enjoys by virtue of the fact that it conducts business in more than one country. （1 分）Experience transfers, scale economies, resource utilization, global strategy. It can draw on management practices, strategies, products, advertising appeals, or sales or promotional ideas that have been tested in actual markets and apply them in other comparable markets. （1 分）The global company can take advantage of its greater manufacturing volume to obtain traditional scale advantages within a single factory. （1 分）A major strength of the global company is its ability to scan the entire world to identify people, money, and raw materials that will enable it to compete most effectively in world market. （1 分）A global strategy is built on an information system that scans the world business environment to identify opportunities, trends, threats, and resources. （1 分）It must be stressed that the introduction of a product to a foreign market does not mean that market segmentation （geographic or otherwise） has been automatically employed. If consumers in a number of countries have the same desire, their nationality and geographic locations are irrelevant and do not require these countries to be treated as separate markets or segments.IV.M inicases:（每题10 分，共20 分）Direct mail is largely undeveloped in many countries. This is especially true where illiteracy is high and where labor is cheap, making it easy to use a salesperson to make sales calls. Still despite the small volume, the use of direct mail is growing rapidly in many countries. It can be expected that list owners may develop more confidence in the rental process of their lists and that government regulations may permit companies to have more flexibility in collecting personal information and developing lists on a more sophisticated basis. It is thus not unreasonable to expect growth in the use and popularity of direct mail.1.This of course is an indication of ethnocentricity. Citizens and corporations of many countries however do not see any need to make this split. To them, international business is a natural occurrence. International marketing complements domestic marketing, one being the natural extension of the other. As such, smart marketers look at domestic marketing and international marketing as being highly interrelated--both of which they must encounter everyday in conducting business. It is thus dangerous to believe that there is a certain point which domestic marketing ends and international marketing starts.V.Open question （共 15 分）Sony，s effort is a good illustration of the benefits and problems derived from having multiple or parallel channels. On the one hand, it employs middlemen in its regular, long channel. On the other hand, it has begun to add thesecond and direct channel From manufacturers ，standpoint, it is only natural that they all want to utilize all channels that can contribute to corporate sales and image. In the case of Sony, such a goal becomes even more critical because the consumer-electronics business is maturing. Sony claims that the purpose of the Chicago Gallery is to further strengthen its positive image by offering in-depth product information, demonstrations, and services. The Gallery showcases Sony ，s full product line, including new Sony technologies that many retailers have yet to carry （e. g., Data Discman-books on compact discs ）. Because retailers, as a rule, emphasize price rather than product features, Sony wants to make the demand for its product less price elastic. According to the president of Sony Consumer Products Group, Sony must explain why its products deserve to be ''higher-value purchases.，z The Gallery allows the firm to explain its premium technology for image building. In other words, the new channel is more of a promotional tool than a distribution tool. From the perspective of Sony's retailers, it is hardly surprising that they have a cause for concern: their own supplier may take sales away from them and may create price war which hurts profit margin. To allay such fears, Sony has stated that the goal of the Gallery is not to make money but rather to make consumers comfortable with Sony ，s products, making them want to buy Sony ，s products regardless of the retail outlets. If this goal is accomplished, it will benefit both Sony and its retailers. To assure retailers that Sony is not a competitor, Sony's Gallery sells products at full retail price and even steers shoppers toward local Sony dealers who usually have lower prices. This strategy, if executed properly, should allow Sony to bolster its positive image, keep its premium price, minimize dealer conflict, and maintain dealer loyalty. I. Put the following from Chinese into English or vice versa.（每题 1 分，共 20 分） 1.东道国3.跨国公司5.许可7.新兴市场9.利基者11. joint venture13. exchange rate15. value chain17. hedging 19. turnkey operation2 .全球采购.价格歧视 6 .促销.产品调整 10.经销商12. transnational strategy 14. primary data16. country of origin 18. global business units20. market development II. Make brief explanations of the following terms in English.(每题3 分，共 15 分)OEM6. economic unionglocalization7. dumpinginternational transfer pricing III. Answer the following questions in English :(每题 5 分，共 20 分). Are domestic marketing and international marketing different only in scope but not in nature?2. Can standard marketing techniques (e.g., market segmentation and product positioning) be used tomarket services locally and internationally?3. What is licensing? Why do firms sometimes choose it as a means of entering a foreign market?4. Some retailers (c.g., Scars) and manufacturers (c.g., General Motors) place their trademarks on products actually made by foreign suppliers. Discuss the rationale for these actions by these firmsMinicases:(每题 10 分,共 20 分)1. Do demographic variables have universal meanings? Is there a likelihood that they may beinterpreted differently in different cultures?2. Some of the best-known business schools in the United States want to emphasize discipline-based courses and eliminate international courses, based on the rationale that marketing and management principles are applicable everywhere. Is there a need to study international marketing? Discuss the pros and cons of the discipline-based approach as compared to the international approach.V. Open question （共 25 分）Should expatriate personnel be used? What are some of the difficulties that they may encounter overseas? What can be done to minimize these problems?参考答案：1.东道国3.跨国公司5.许可7.新兴市场9.利基者11. joint venture13. exchange rate 15. value chain17. hedging19. turnkey operation1. host country3. multinational company5. licensing7. emerging market9. nicherI.Put the following from Chinese into English or vice versa.（每题1 分，共20 分）Make brief explanations of the following terms in English.（每题 3 分，共15 分） 1. OEM is known as contract manufacturing. Its full name is original equipment manufacturing. （1 分）Under an OEM agreement, the MNE provides the know-how and sometimes equipment to a supplier that must provide the product according to the standards of authorized technology. （2 分）The full evolution of an economic union would involve the creation of a unified central bank, （1 分） the use of a single currency, （1 分）and common policies on agriculture, social services and welfare, regional development, transport, taxation, competition and mergers, construction and building, and so on. （1 分）2. Products and marketing activities are standardized wherever possible （1 分），but adapted where necessary within a uniform format to meet local needs. （2 分）Dumping is defined as the practice of selling a product abroad at a price below the cost of production, （2 分）or below its normal price in the domestic market. （1分）Transfer pricing is to set a price on goods or services transferred between subsidiaries or divisions of the same enterprise. （2 分）It is the pricing strategy of a MNE. （1 分）IQ. Answer the following questions in English :（每题 5 分，共 20 分）It is erroneous to state that domestic marketing and international marketing are similar in nature but not in scope. This is not unlike stating that national marketing and local marketing, except for the scope, are similar.International marketing is not domestic marketing on a larger scale. Whereas domestic marketinginvolves one set of uncontrollable variables, international marketing has at least two sets which interact with each other. Furthermore, the variables in each set are not identical in terms of number, degree, or kind.1. Such standard marketing techniques as market segmentation and product positioning are universal in the sense that they can be used locally as well as internationally, and they can be applied to both products and services.As in the case of international banking, except for the very large banks, most banks simply cannot be everywhere and may not offer all banking products for everyone. Therefore, some kind of market segmentation is necessary in order to satisfy certain customers very well instead of trying to be all things to all people. At the least, these banks wi11 use geographic segmentation by selecting the countries they want to be in. Furthermore, they may use demographic segmentation in order to cater to a certain kind of banking clientele. Banks also use product positioning. Some position themselves as experts in raising a certain kind of capital in a certain part of the world; others position themselves as multinational banks which can offer all kinds of global banking services. 1. host country3. multinational company5. licensing7. emerging market9. nicher2 global sourcing 4. price discrimination 6. promotion 8. product adaptation lO.distributor 11 .合资企业 13. 15. 17. 19. 汇率 价值链 套期保值 交钥匙协议 12.全球扩张战略14 一手资料16原产国18全球业务单元20市场开发2.Under an international licensing contract, a licensor grants a foreign licensee the rights to use the licensor s intangible asset such as its patent, trade mark, or know-how. In exchange, the licensee will pay a fee or royalty. （3 分）Licensing will cost little for the licensor, （1 分）and it can generate immediate return without new investment. （1 分）There are several reasons why MNEs place their trademarks on products made by foreign firms. First, they may be able to create a unique product by bundling or unbundling product attributes. Second, the strategy guarantees that MNEs cannot be bypassed by their suppliers. Third, they can avoid fixed production costs. Finally, the strategy offers these firms brand loyalty, bargaining power, and price. Foreign manufacturers also have their own reasons for agreeing to place other firms，brands on the products. One benefit is the ease in gaining market entry and dealers，acceptance which may allow a larger market share overall while contributing to offset fixed costs. Another advantage is that there are no promotional headaches and expenses. Finally, the strategy prevents other competitors from making this same product for these customers.IV. Minicases:（每题 10 分,共 20 分）Even demographics may have problems in terms of conceptual equivalence because of the varying frames of reference. A demographic variable such as sex is universal. Age, however, is not always considered in the same way--the Chinese include the time during pregnancy in their age. Education level, likewise, does not have the same meaning everywhere. The meaning of primary school, grade school, secondary school, high school, college, and university vary greatly. It is thus wise in many instances to ask about the number of years of schooling attended by the respondent. 1.This case is challenging in two aspects--whether it is desirable to split domestic from international and whether a certain educational approach is geocentric or ethnocentric. The subject matter covered here is highly related to the first assignment. Several well-known business schools see no need to offer international courses, with the rationale that the basic disciplines and principles of marketing, management, and so on are universal. As such, they argue that marketing is marketing, and there should be nothing which is domestic or international about it. The discipline-based approach may appear to be appropriate on this count.。

《市场营销学》试卷A-05考生注意：1、所有考题请回答在答题纸上，否则按无效试卷处理；2、请考生务必把年级、专业、班级、学号及姓名填写在答题纸上；3、本试卷共有4页八大题，请考生检查是否有缺页或损页；4、考试结束后，请将试题及答题纸同时交回。

年级：专业：班级：学号：姓名：一、单项选择题（在每小题备选的四个答案中选择一个最合适的，并将选中答案的字母填在答题纸上。

每小题1分，共12分。

）1、从营销理论的角度而言，企业市场营销的最终目标是_________。

A．满足消费者的需求和欲望B．获取利润C．求得生存和发展D．把商品推销给消费者2、战略主要用来描述一个组织打算如何实现其_________和使命。

A．利润B．目标C．销售D．管理3、企业的营销活动不可能脱离周围环境而孤立地进行，企业营销活动要主动地去。

A．控制环境B．征服环境C．改造环境D．适应环境4、一般日用生活用品，适合于选择_________媒介做广告。

A．人员B．专业杂志C．电视D．公共关系5、对于减少失调感的购买行为，营销者要提供完善的_________，通过各种途径提供有利于本企业和产品的信息，使顾客确信自己购买决定的正确性。

A．售前服务B．售后服务C．售中服务D．无偿服务6、同样是教授的两位教师，在同一学期均讲授数学课，但两个班的学生反应却大相经庭，这是由于服务的_________特点引起的。

A．无形性B．同等性C．异质性D．易逝性7、在已明确所要研究问题的内容与重点后，拟定调研计划，进行实地调查，收集第一手资料，如实地反映情况和问题，这是属于_________。

A．探测性调研B．描述性调研C．因果关系调研D．定期性调研8、同质性较高的产品，宜采用_________。

A．产品专业化B．市场专业化C．无差异营销D．差异性营销9、市场利基者发展的关键是实现_________。

A．多元化B．避免竞争C．紧密跟随D．专业化10、品牌代表着某种商品_________，是其最基本的含义。

A卷一、名词解释(每个2分，共10分)1．政府市场：是由那些为执行政府职能而采购或租用商品的各级政府组织机构所成的2．网络营销：是指企业以电子信息技术为基础，以计算机网络为媒介和手段，为实现一定的营销目标而进行的各种营销活动的总称3．顾客让渡价值：是顾客总价值和顾客总成本之间的差额。

4．品牌：是制造商或中间商加在商品上的标志。

使之与竞争对手的产品或服务区别开来。

通常由文字（品牌名称如长虹）、标记、符号、图案和颜色（品牌标志）等要素或这些要素的组合构成5．差异市场营销：是把整个市场划分为若干需求和愿望大致相同的细分市场，然后根据企业的资源及营销实力选择部分细分市场作为目标市场，并制定不同的市场营销组合策略。

优缺点正好与前者相反。

二、单项选择题1机会水平和威胁水平均很高的企业业务属于( C )A理想业务B困难业务C冒险业务D成熟业务2缓慢撇脂策略的特点是（ B ）A 高价格、高促销费用B 高价格、低促销费用C 低价格、高促销费用D 低价格、低促销费用3企业的所有产品在外形上都采用相同或相似的图案、色彩的包装策略是（B ）A 分类包装策略B 类似包装策略C 等级包装策略D 配套包装策略4．凡士林最初被用于机器润滑，后经进一步研究开发被用于护肤、药品领域。

这种扩大市场需求总量的方法是（ C ）A 发现新用户B 寻找新市场C 开辟新用途D 增加使用量5. "捷安特"自行车公司是"桑塔纳"轿车生产厂的( B )A.愿望竞争者B.一般竞争者C.产品形式竞争者D.品牌竞争者6.市场补缺者的主要策略是（ C ）A 阵地防御B 正面进攻C 专业化营销D 紧密跟随7．一个企业集中生产一种产品，并向各类顾客销售这种产品的市场覆盖模式是（ A ）A 产品专业化B市场集中化 C 市场专业化 D 选择专业化8．给儿童的益智玩具做广告时，最好选择的媒介是（ D ）A 报纸B杂志C广播 D 电视9．产品改良、市场改良和营销组合改良等决策适用于产品市场生命周期的（B ）A 成长期B 成熟期C投入期D衰退期10．营销渠道的宽度是指( A )A 同一层次中间商总数B 零售商的总数C批发商总数D中间商的总数三多项选择题1．企业定价目标主要有以下几种（ACDE）Ａ维持生存Ｂ发展Ｃ当前利润最大化Ｄ产品质量最优化Ｅ市场占有率最大化2．企业面临环境威胁可采取的对策有( ABDE )A 反抗B 减轻C 放弃D 转移E 重组3．下列属于市场营销微观环境的有（ABCD ）A 企业B 竞争者C 公众D 市场营销中介E 市场4 现代市场营销学的4R理论包括以下的（ABDE ）A 反应B 关联C 成本D 回报E 关系营销5．市场营销创新理论包括（ABCDE ）Ａ绿色营销Ｂ概念营销Ｃ关系营销Ｄ网络营销Ｅ服务营销6．人们在购买决策过程中扮演不同的角色，主要是（ABCDE ）Ａ发起者Ｂ影响者Ｃ决策者Ｄ购买者Ｅ使用者7 公共关系的活动方式包括（BDE ）A 现场展示产品B 辟谣C 商品降价D举行产品新闻发布会E 参与公益活动8.生产者购买决策的类型有 ( BCE )A 合同订购B 直接重购C 修正重购D 批量订购E 全新购买9.市场细分就是根据构成整体市场的不同消费者的（ ADE ），将他们细分为若干消费者群体A 购买习惯B 居住地区C 性别D 需求特点E 购买行为10.直复营销的主要形式有（ABCDE ）Ａ邮购Ｂ网络营销Ｃ电话营销Ｄ上门推销Ｅ产品目录订购四、填空题 (每空0、5分，共10分)1．产品市场生命周期各阶段的分界根据是销售额和____利润_ ___的变化情况。

2020级 工商管理 专科 市场营销 试卷（ B ）2021 学年第 1 学期 ………………………………装…………………………………订…………………………线……………………………第 - 1 - 页 共 3 页一．概念解释。

（每个概念5分，总20分）1、市场营销策划2、市场定位策划3、广告促销策划4、公共关系策划：二．判断题。

（每道题4分，共20分）1.顾客的需求和欲望是市场营销的起点和终点。

（ ）2.凡是某一商品在改变品种、品质、包装、设计等价格因素时都可以使用使用法。

（ ）3.市场细分只是一个理论抽象，并不具有实践性。

（ ）4.贝因美为了进一步做强做大，综合运用集中化竞争战略进军竞争激烈婴幼儿奶粉市场。

（ ）5.当企业遇到危机时，可以作为一个改变企业形象的时机。

（ ）三．简答题。

（每道题6分，总30分）1．产品生命周期中导入期的市场策略有哪些？2．顾客满意度实施策略是什么？3．产品的心理定价策略有哪些？4．成本领先战略的优势有哪些？5．市场定位的策略有哪些？四．案例分析。

（每道题15分，总30分）1．在澳大利亚一家发行量颇大的报纸上，某日刊出一则引人瞩目的广告，意思是说某广场空投手表，捡到者等于免费奉送。

这下子引起了澳大利亚人的广泛关注。

空投那天，直升飞机如期而至，数千只手表从高空天女散花般纷纷落下，早已等侯多时的来者四面八方的人们沸腾了，那些捡到了从几百米高空扔下的手表的幸运者发现手表完好无损、走时准确时兴奋不已，一个个奔走相告。

西铁城的这一伟大创举成为各新闻媒体报道的一大热点。

从此，西铁城手表世人皆知，西铁城手表的质量更是令人叹服！① 西铁城手表的营销策划体现了营销策划的哪些要素？② 衡量营销策划可操作性的标准是什么？2．宝洁公司洗衣粉类产品有强力去污的“碧浪”、去污很强的“汰渍”、物美价廉的“熊猫”，洗发用品有潮流一族的“海飞丝”、优雅的“潘婷”、新一代的“飘柔”、品位代表的“沙宣”，等等。

《市场营销学》期末考试样卷A及答案广东外语外贸大学国际工商管理学院《市场营销学》期末考试样卷 A考核对象：考试时间：2小时班级：学号：姓名：成绩：一、单项选择题（在每小题的四个备选答案中，选出一个正确答案，并将正确答案的序号填在题干后的括号内。

本大题共14小题，每小题 1.5分，共21分）1、现代营销观念是一种（ C ）的经营观念。

A、企业中心B、生产导向C、市场导向D、成本导向2、在市场需求呈现无需求状态时，企业的营销任务是（）。

A、保持需求B、激发需求C、减少需求D、限制需求3、企业利用消费者具有仰慕名牌商品或名店声望所产生的某种心理，对质量不易鉴别的商品的定价最适宜用（）法定价。

A、尾数定价B、招徕定价C、声望定价D、分档定价4、市场营销组合中的4P指（）。

A. 价格、权力、地点、促销B. 广告、价格、地点、产品C. 价格、公关、产品、地点D. 产品、促销、地点、价格5、以下哪种商品更适宜采用密集型分销策略？（）A、舒肤佳牌香皂B、金利来牌衬衣C、古董D、精工牌手表6、处于（）的产品，销售量大，制造成本低。

A、导入期B、成长期C、成熟期D、衰退期7、某空调企业收购兼并了一些家电零售商，建立自己的分销系统，这种发展战略属于（）。

A、前向一体化B、后向一体化C、水平一体化D、同心一体化8、一个企业、一类产品有多少品种，叫产品组合的（）。

A、密度B、广度C、深度D、关联度9、用料与设计精美的酒瓶，在酒消费之后可用作花瓶或凉水瓶，这种包装策略是（）。

A、类似包装 B、附赠品包装 C、分组包装D、再使用包装10、市场营销调研的第一步是（）。

A、确定抽样计划B、收集信息C、进行调研设计D、确定调研目的11、向顾客提供基本效用和利益是产品整体概念中的 ( )。

A、有形产品B、附加产品C、核心产品D、期望产品12、市场细分的依据是 ( )。

A、产品类别的差异性B、消费者需求与购买行为的差异性C、市场规模的差异性D、竞争者营销能力的差异性13、在影剧院或体育馆，尽管不同座位的成本是一致的，但是不同座位的票价却有很大差异，影剧院或体育馆的这种定价策略是一种典型的 ( )A. 销售时间差别定价B. 顾客差别定价C. 产品形式差别定价D. 产品部位差别定价14、某企业侧重于运用广告进行促销，表明该企业采用的促销总策略是 ( )A. 推动策略B. 拉引策略C. 媒体策略D. 营业推广二、多项选择题(在每小题5个备选答案中选出2到5个正确答案，并将正确答案的序号填入题中的括号内，错选、多选、漏选均不得分。

上海对外贸易学院2007 — 2008学年第1学期《市场营销学》课程期末考试试卷（A卷）得分评阅人一、单项选择题（本大题共20小题，每小题［分，共20分）在每小题列出的四个备选项中只有一个选项是符合题目耍求的，请将其代码填在题后的括号内。

错选、多选或未选均无分。

差异的存在是市场细分的客观依据。

A. 产品B.价格C.需求偏好D.细分2. _______________________________________________ 长虹企业与国美经销商发生了利益冲突，这属于_______________________________________________________ oA.水平渠道冲突B.垂直渠道冲突C.水平渠道竞争D.垂直渠道竞争3. 企业用成功的品牌推出新产品或改良产品，这属于_______________ 策略。

A.多品牌B.品牌延伸C.统一品牌D.个别品牌4. 具有较高增长率和较高市场占有率的经营单位是______________ oA.问号类B.明星类C.奶牛类D.瘦狗类5. 生产观念导向的市场态势是_____________ 。

A.产晶供不应求B.产品供过于求C.产品更新换代快D.企业形象良好6. 当产品市场需求富有弹性且生产成本和经营费用随着生产经营经验的增加而下降时，企业便具备了___________ 的可能性。

A.渗透定价B.撇脂定价C.尾数定价D.招探定价A.公众性B.灵活性C.普及性D.刺激性16. 国际营销与国内营销最大的不同点表现在 _____________ oA.原理不同B.目标不同C.环境不同D.手段不同17. 企业因竞争对手率先降价而做出跟随竞争对手相应降价的策略主要适用于 _________________市场。

A.同质产品市场B.差别产品市场C.完全竞争D.寡头市场18. 某汽车制造簡给全国各地的销售代理簡-•种额外折扣，以促使他们承担零部件供应的功能。