市场营销

Ⅰ、选择题(2*20=40)1. We define a _____4___ as anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.A) private brandB) service variabilityC) serviceD) productE) service encounter2. To differentiate themselves, many companies are going beyond products and services, they are developing and delivering customer __2______.A) qualityB) experiencesC) brandsD) product linesE) events3. Product planners must design the actual product and find ways to ___4_____ it in order to create the bundle of benefits that will provide the most satisfying customer experience.A) promoteB) packageC) brandD) augmentE) present4. ____2____ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.A) Line extensionsB) ServicesC) BrandsD) Consumer productsE) Supplements5. Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the _____3___, which addresses the question, "What is the buyer really buying?"A) actual productB) augmented productC) core customer valueD) co-brandingE) exchange6.______3__ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment.A) MaterialsB) PartsC) Capital itemsD) Specialty itemsE) Supplies7. In assessing which new features to add to a product, a company must weigh each feature's _____1___ to customers versus its ________ to the company.A) cost; line extensionB) cost; serviceC) value; costD) service; line extensionE) equity; cost8. New product development starts with ____1____.A) idea generationB) idea screeningC) concept developmentD) concept testingE) test marketing9.____3____ is the amount of money charged for a product or service.A) Experience curveB) Demand curveC) PriceD) WageE) Salary10. ____3____ pricing involves setting prices based on the costs for producing, distributing, and selling the product plus a fair rate of return for the company's efforts and risks.A) Value-basedB) Fixed costC) Cost-basedD) VariableE) Skimming11. Product improvements, product modifications, and original products can all be classified as ____2____.A) pioneer productsB) new productsC) product conceptsD) product ideasE) test products12. Which of the following is perhaps the most important external source of new-product ideas? 2A) engineersB) customersC) competitorsD) trade magazines, shows, and seminarsE) distributors and suppliers13.Product costs set a(n) ___2_____ to a product's price.A) demand curveB) floorC) ceilingD) break-even costE) experience curve14. A firm is using _____1___ when it charges a high, premium price for a new product with the intention of reducing the price in the future.A) price skimmingB) trial pricingC) value pricingD) market-penetration pricingE) prestige pricing15. When amusement parks and movie theaters charge admission plus fees for food and other attractions, they are following a(n) ___3_____ pricing strategy.A) by-productB) optional-productC) captive-productD) skimmingE) penetration16.Distribution channel decisions often involve ___3_____ with other firms, particularly those that involve contracts or relationships with channel partners.A) short-term commitmentsB) long-term commitmentsC) major problemsD) financial lossesE) disagreements17. In marketing terms, we say that the number of intermediary levels indicates the ______3__ ofa channel.A) depthB) complexityC) involvementD) lengthE) width18.Wal-Mart is famous for using what important type of value pricing? 2A) competition-based pricingB) everyday low pricingC) cost-plus pricingD) break-even pricingE) penetration pricing19. Costs that do not vary with production or sales level are referred to as ____1____.A) fixed costsB) variable costsC) target costsD) total costsE) unit costs20. A company faces fixed costs of $100,000 and variable costs of $8.00/unit. They plan to directly sell their product to the market for $12.00. How many units must they produce and sell to break even? 2A) 20,000B) 25,000C) 40,000D) 50,000E) not enough information to calculate21. ___2_____ pricing is the approach of setting a low initial price in order to attract a large number of buyers quickly and win a large market share.A) Market-skimmingB) Market-penetrationC) Below-marketD) Value-basedE) Leader22.___2_____ the manufacturer or service provider is the set of firms that supply the raw materials, components, parts, information, finances, and expertise needed to create a product or service.A) Downstream fromB) Upstream fromC) Separated fromD) Congruous toE) Parallel with23. A corporate VMS has the advantage of controlling the entire distribution chain under ____2____.A) a profit-maximizing strategic planB) single ownershipC) mass distributionD) a few intermediariesE) little control24.Which of the following retailers likely require the most emphasis on salespeople to assist customers? 2A) self-service retailersB) full-service retailersC) off-price retailersD) limited-service retailersE) megaretailers25. The major disadvantage of a multichannel system is that it is harder to control and it can generate ______1__.A) channel conflictB) less net profitC) fewer domestic salesD) inefficienciesE) declining employee morale26.In recent years, ____4____ has/have been growing fast. This includes selling to final consumers through direct mail, catalogs, telephone, and the Internet.A) specialty storesB) shopping centersC) superstoresD) nonstore retailingE) e-commerce27.____2____ sell standard merchandise at lower prices by accepting lower margins and sellinghigher volume.A) Merchant wholesalersB) Discount storesC) Full-service retailersD) Limited-service retailersE) Factory outlets28. A(n) ____2____ brings buyers and sellers together and assists in negotiations.A) agentB) brokerC) retailerD) wholesalerE) retail convergence29.Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ___2_____.A) sales promotionB) advertisingC) direct marketingD) personal sellingE) public relations30.Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? 4A) sales promotionB) personal sellingC) direct marketingD) public relationsE) advertisingpanies often fail to integrate their various communications to consumers because ___4_____.A) historically, consumers have been able to distinguish between message sourcesB) advertising departments are reluctant to work with public relations professionalsC) communications often come from different parts of the companyD) personal selling and sales promotion are in direct conflictE) they have failed to understand the concept of brand contact32. A message showing a product's quality, economy, value, or performance is called a(n) _____2___ appeal.A) structuralB) rationalC) emotionalD) moralE) standard33. The communicator must decide how to handle message structure issues. One issue is whether to ____1____ or not.A) draw a conclusionB) make a moral appealC) use the pull strategyD) use the push strategyE) avoid competitors34.Manufacturers send last year's merchandise and seconds to ____5____, while they send new merchandise to department stores.A) convenience storesB) chain storesC) factory outletsD) retailersE) power centers35. Which wholesaler's channel function is demonstrated when a buyer receives quicker delivery because wholesalers are located closer than producers? 2A) financingB) transportationC) buying and assortment buildingD) warehousingE) risk bearing36. Many wholesalers are not _____2___-minded; they are behind the times in personal selling, seeing selling as a single salesperson talking to a single customer instead of as a team effort.A) absentB) promotionC) managementD) franchiseE) customer37. The use of short-term incentives to encourage the purchase or sale of a product or service is called _____2___.A) direct marketingB) sales promotionsC) personal sellingD) public relationsE) publicity38. Moving away from ____1____, marketers have been shifting toward highly focused marketing, spawning a new generation of more specialized and highly targeted communications efforts.A) mass marketingB) advertisingC) direct marketingD) pull strategiesE) push strategies39. More companies are adopting the concept of __1______, which carefully integrates and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.A) integrated marketing communicationsB) integrated personal sellingC) integrated competitive methodsD) nonpersonal communication channelsE) buzz marketing40. In the communication process, the reaction of the receiver after being exposed to a message is called the ____4____.A) responseB) answerC) noiseD) feedbackE) decodingⅡ翻译下列句子1.Consumer products are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products.消费品是最终消费者购买的用于个人消费的产品。