英文版市场营销学期末试卷1.doc

A、True or False (2x10=20)1. The marginal effect of advertising on sales is always same throughout different stages of new product diffusion. F2. Frequent price promotion hurts brand equity. T3. Cooperation between channel members leads to higher profit for both retailer and 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。 F5. Maximizing consumers time spent in stores is one of the retailers objectives。 T 6. Brand equity is more important for goods than services. F7. Advertising is a more efficient way to increase consumers new product awareness 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。 F10. Higher level dependence on manufacturer leads to higher level profit for the dealer. FB。 Multiple Choices (3x10=30)1， Medical doctors are using a（n） _ B _ communication channel to share the new drug information 。a。 personal b. expertc。 advocated. mass2, Which of the following could explain why the prices of ice cream products made by Haagendazs are much higher in China market than in US market？ Ca。 the income level of the target customers in China is higher than income level of the target customers in US。 b。 the transportation across the continent involves very high cost c。 the company uses market-skimming pricing tacticd。 the quality level of Haagendazs product in China is much higher than that in US。 3， What is the main reason that could explain why companies would perform quantity discount？ Ca, taking care of consumer welfareb, improving customer satisfaction levelc, extracting more consumer surplusd， undertaking more social responsibility4 General Mills offers different product lines in China market from those in US. What kind of strategy General Mills uses here in the world marketplace？ Da, price discriminationb, cost leadership c, focusd， differentiation5， Which of the following functions wholesalers usually do not perform? Ca, storageb, financingc, new product developmentd， market information sharing with manufacturers6， Which of the following is a characteristic of a brand？ Aa. identification of product qualityb。 greater loyaltyc. larger marginsd。 higher market share7。 Every night after working the swing shift， Sierra stops by the 7-Eleven store near her house。 She often buys bread and drinks while shes there even though the prices at the 7-Eleven store are higher than at her local supermarket。 The7-Eleven store is an example of a _. Da. specialty storeb。 superstorec。 warehouse stored。 convenience store 8， Last minute deals in airline industry means that consumers could possibly purchase extremely low priced air tickets 2 or 3 days before departure。 Which of the following represents the characteristic of the airline industry in this case? Ba, inseparabilityb, perishabilityc， variabilityd， distinctiveness9， Marketing at a tactical level includes all of the following activities EXCEPT: Ca。 packagingb。 pricingc. value positioningd。 personal selling10, A（n） _ B _ market is characterized by a fairly narrowly defined market with a complete and distinct set of needs, and a willingness to pay a premium to meet those needs。a. localb。 niche c. individuald。 derivedC, Short Essay Questions (10+10=20）1， Happy Days seafood restaurant in Sanya of Hainan Province has just been bought by a young and rich Chinese businessman。 The new owner wants to make Happy Days stand out among the many competitors by being the highest quality restaurant。 Explain at least five ways Happy Days service quality could be improved。 (10) Reliability Assurance Tangibles Empathy, and Responsiveness OR。Identify high quality foodHire highly skilled chefs and waitressStandardize cooking and serving processCultivate good meal environment in restaurantDifferentiate product features and relevant pricing strategy2， Please discuss one of the achievements of Nobel Prize winners （could be, but not limited， within economics science area) and its marketing implications。 (10)Oliver Williamson transaction cost economics applied in marketing channelNash game theory applied in pricingKaneman and Tversky: prospect theory in behavioural pricingPavlov: consumer learningHeckman and McFadden: Brand choice model得分D. Long Essay Questions (30)Suppose that you are a managing partner of a local accounting firm, responsible for the business development. There are around 50 staff members in this firm。 Currently, the firm has two business units： assurance services and taxation consulting services. Now， the firm plans to expand its business into business information system consulting area。 1) Please discuss the potential customer bases that the firm might have. (10）Answer keysexisting customer base for cross selling。 Could be medium size local enterprises 2) Please use marketing 4Ps as a tool to discuss how the firm can develop its new business in IT consulting area. (20)Answer keyspricing： bundling complementary IT services with existing taxation and assurance services； market penetration strategy due to the existing competent international players like Accentureproduct： service quality improvementplace (channel）: word of mouth disseminationpromotion： initial discount， existing customer referral 4