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英文版市场营销学期末试卷13

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. ; SECTION 1: True and False For each of the following, place a “T” if the statement is “true”, “F” if the statement is false. (20 marks)

___F___1.When the price setter stresses the supply or cost side of the pricing problem, they are using competition-orientation pricing. __F___ 2. When a consumer learns about a new product for the first time and makes a decision to try it, the consumer is engaged in the alternative evaluation process. ___T___3. Consumers position products in their minds in order to simplify the buying process. __F____4. The retail position matrix makes use of these two dimensions:width and depth of product line. ____T__ 5. When a company chooses a target marketing strategy, its choices are influenced by factors related to company resources, the degree of product variability, and the product's life-cycle stage __T____6. The purchase of a bottle of water is a low-involvement purchase. __F____ 7. Intensive distribution seeks many outlets in a market, while selective distribution seeks only one outlet in a given market area. __T___ 8. The frequent use of promotional pricing can encourage customers to only buy when a brand is on sale _F_____ 9. Direct marketing rarely occurs on a one-to-one, interactive basis. __F___10. In introduction stage, a company retains the product but reduces marketing support costs.

Section 2： Multiple Choices (20 marks, 2 for each) 1. _____c_____ is the term that describes the actions a person takes in purchasing and using products and services. a) Marketing b) Market research c) Consumer behavior d) Consumer management e) Purchase development

2. A “quality” message may be used for the HUMmers while a “connectivity” message may be used for the Executive Warriors. This is an example of __________. a) positioning b) selective marketing c) branding d) market segmentation e) targeting . ; Ans: a 3. The framework to relate the market segments of potential buyers to products offered or potential marketing actions by the firm is called: d a) Action grid b) Relation grid c) Product grid d) Procuduct/Market grid.

4. To handle products in the decline stage of the product life cycle, companies often use either __________. a) diversification or harvesting b) diversification or contracting c) deletion or harvesting d) deletion or diversification e) building or contracting Ans: c

5. Pricing constraints are __________. a) barriers that must be overcome in order to set pricing objectives b) competitive pricing advantages one firm has over another c) different pricing strategies for each of the firm's products d) factors that limit the range of prices a firm may set e) another name for demand curves Ans: d

6. When a firm distributes to two or more different types of channels for the same product, this is called: D a) Double channel duty b) Dual network c) Split distribution d) Dual distribution

7. __________ is the marketing of two or more products for a single "package" price. a) Packaged pricing b) Loss-leader pricing c) Bundle pricing d) Tie-in pricing e) Multi-product pricing Ans: c

8. ___________ arises when one channel member believes another channel member is engaged in behavior that prevents it from achieving its goals. a) Channel conflict . ; b) Disintermediation c) Cross-docking d) Partnership inconsistency e) Relationship variance Ans: a

9. Which method of classifying retail outlets would be most appropriate for describing all franchise operations? a) Form of ownership b) Level of service c) Merchandise line d) Method of operation e) Revenue generated Ans: a

10. In which form of retail outlet would customers be offered convenience, quality personal service and lifestyle compatibility? a) Corporate chain b) Administered system c) Contractual system d) Independent retailer Ans: d

SECTION 3: SHORT ANSWERS (60 marks) 1. Distinguish between a direct and an indirect channel (6 marks). Please give an example for each channel structure (4 marks)

Ans: a direct channel occurs when a producer and ultimate consumers deal directly with each other. Because there are no intermediaries, the producer must perform all channel functions. Indirect channels occur when intermediaries are inserted between the producer and consumers and perform numerous channel functions.

2. Describe the characteristics of each stage of product life cycle. And discuss the role of promotion in the four stages of the product life cycle (20 marks)

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英文版市场营销学期末试卷11

英文版市场营销学期末试卷11

SECTION 1: True and False <TOTAL20 marks>For each of the following, place a “T〞if the statement is “true〞, “F〞if the statement is false. (20 marks, 2 marks/ Question)___T__ 1. Competitive advantage is a unique strength relative to competitors, often based on quality, time, cost or, innovation.___F__2. Market share can be defined in both currency as well as in units sold. Because both ratios calculate market share, market share will be the same for a firm regardless which measurement is used.___F_3. A “high-involvement purchase〞usually involves a considerable amount of time researching the product and the product is a routine purchase.___T_ 4.A company engaged in environmental scanning is continually acquiring information on events occurring outside the organization to identify and interpret potential trends .__F__5.At the information search stage of the purchase decision process, a consumer compares the product with his or her expectations and is either satisfied or dissatisfied.____F__6. A cohesive marketing mix consists of the product, promotion, price, and personnel.____F__7.Publicity is any paid form of nonpersonal communication about an organization, good, service or idea by an identified sponsor.____T__8. Direct mail and catalog retailing are examples ofnonstore retailing.___F___9. Market segment would have a collection of prospective buyers that are ready to buy。

英文版市场营销学期末试卷1

英文版市场营销学期末试卷1

A、True or False （2’x10=20)1.The marginal effect of advertising on sales is always same throughout differentstages of new product diffusion。

F2.Frequent price promotion hurts brand equity。

T3.Cooperation between channel members leads to higher profit for both retailerand manufacturer, given there are only two channel members。

T4.New product development involves very high cost and risks of failure。

Therefore, companies should not develop new product. F 5.Maximizing consumer's time spent in stores is one of the retailer’s objectives。

T6.Brand equity is more important for goods than services。

F7.Advertising is a more efficient way to increase consumer’s new productawareness level than personal communication. T8.Exclusive distributor only manages one brand in the channel。

F9.Bundled products are always priced lower than non-bundled products。

英语专业 经济学 marketing 期末试卷 答案

英语专业 经济学 marketing 期末试卷 答案

a. Market penetration
b. Market skimming
c. Product-line pricing
d. Functional discounting
8._____ produce a lot of funds that a business uses to pay its bills and support other business areasthat need investment.
c.niche marketing
d.none of the above
18.Age, gender, and ethnicity are examples of _____ segmentation bases.
a.geographic
b.demographic
c.psychographic
d.behavioral
a.promotion
b.pricing
c.distribution
d.product
燕山大学试卷密封线共9页第2页
7.Setting a high initial price for a new product, and then gradually reducing that price, is called:
b.Telephone interviewing
c.Personal interviewing
d.Observation
14.The most basic cause of a person's wants and behavior is _____.
a.social status
b.economic well-being
市场营销学英文版第13版

市场营销学英文版第13版

市场营销学英文版第13版Here is an English essay on the topic "Marketing, 13th Edition":Marketing is a multifaceted discipline that encompasses a wide range of strategies and techniques aimed at understanding consumer behavior, creating and delivering value, and ultimately driving business success. The 13th edition of the renowned Marketing textbook delves deep into the evolving landscape of marketing, equipping students and professionals with the knowledge and tools necessary to navigate the increasingly complex and dynamic market environment.At its core, marketing is about identifying and satisfying customer needs and wants. The 13th edition of the Marketing textbook provides a comprehensive overview of the fundamental principles and practices that underpin effective marketing strategies. It explores the process of market segmentation, target market selection, and positioning, empowering readers to develop tailored approaches that resonate with their target audience.One of the key aspects highlighted in this edition is the importance of understanding consumer behavior. The textbook delves into thepsychological, social, and cultural factors that influence consumer decision-making, enabling marketers to craft more personalized and compelling value propositions. By delving into consumer insights, the 13th edition equips readers with the ability to anticipate and respond to evolving consumer needs and preferences.Another crucial component covered in the 13th edition is the integration of digital technologies in marketing. In an increasingly connected world, the textbook examines the impact of digital channels, social media, and e-commerce on marketing strategies. It provides valuable insights into leveraging these digital tools to enhance customer engagement, improve brand visibility, and drive sales.The 13th edition also places a strong emphasis on the role of strategic marketing planning. It guides readers through the process of developing comprehensive marketing plans that align with an organization's overall business objectives. From conducting market analysis to formulating marketing mix decisions, the textbook equips readers with the skills needed to make data-driven, strategic marketing decisions.Furthermore, the 13th edition delves into the importance of ethical and socially responsible marketing practices. It explores the growing expectations of consumers and stakeholders for organizations toadopt sustainable and socially conscious approaches. By addressing these crucial considerations, the textbook prepares readers to navigate the complexities of the modern marketing landscape and contribute to the development of more responsible and impactful marketing strategies.Throughout the textbook, the 13th edition of Marketing seamlessly integrates case studies, industry examples, and real-world applications to bridge the gap between theory and practice. This approach allows readers to explore the practical implications of marketing concepts and apply their learnings to real-world scenarios.In conclusion, the 13th edition of the Marketing textbook is a comprehensive and invaluable resource for students, educators, and marketing professionals alike. It provides a robust foundation in the fundamental principles of marketing, while also addressing the evolving trends and emerging challenges in the field. By equipping readers with the knowledge and skills necessary to navigate the dynamic marketing landscape, this edition of the textbook empowers individuals to become strategic and adaptable marketing professionals, poised to drive success in the ever-changing business environment.。