英文版市场营销学期末试卷1.doc

A、True or False (2’x10=20)
1. The marginal effect of advertising on sales is always same throughout different stages of new product diffusion. F
2. Frequent price promotion hurts brand equity. T
3. Cooperation between channel members leads to higher profit for both retailer and manufacturer, given there are only two channel members。 T
4. 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。 T
6. Brand equity is more important for goods than services. F
7. Advertising is a more efficient way to increase consumer’s new product awareness level than personal communication. T
8. Exclusive distributor only manages one brand in the channel. F
9. Bundled products are always priced lower than non-bundled products。 F
10. Higher level dependence on manufacturer leads to higher level profit for the dealer. F
B。 Multiple Choices (3’x10=30’)
1， Medical doctors are using a（n） _____ B _____ communication channel to share the new drug information 。
a。 personal
b. expert
c。 advocate
d. mass
2, Which of the following could explain why the prices of ice cream products made by Haagen—dazs are much higher in China market than in US market？ C
a。 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 tactic
d。 the quality level of Haagen—dazs 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？ C
a, taking care of consumer welfare
b, improving customer satisfaction level
c, extracting more consumer surplus
d， undertaking more social responsibility
4 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？ D
a, price discrimination
b, cost leadership
c, focus
d， differentiation
5， Which of the following functions wholesalers usually do not perform? C
a, storage
b, financing
c, new product development
d， market information sharing with manufacturers
6， Which of the following is a characteristic of a brand？ A
a. identification of product quality
b。 greater loyalty
c. larger margins
d。 higher market share
7。 Every night after working the swing shift， Sierra stops by the 7-Eleven store near her house。 She often buys bread and drinks while she’s 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 __________. D
a. specialty store
b。 superstore
c。 warehouse store
d。 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? B
a, inseparability
b, perishability
c， variability
d， distinctiveness
9， Marketing at a tactical level includes all of the following activities EXCEPT: C
a。 packaging
b。 pricing
c. value positioning
d。 personal selling
10, 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. local
b。 niche
c. individual
d。 derived
C, 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 food
Hire highly skilled chefs and waitress
Standardize cooking and serving process
Cultivate good meal environment in restaurant
Differentiate product features and relevant pricing strategy
2， 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 channel
Nash game theory applied in pricing
Kaneman and Tversky: prospect theory in behavioural pricing
Pavlov: consumer learning
Heckman 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 keys
existing 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 keys
pricing： bundling complementary IT services with existing taxation and assurance services； market penetration strategy due to the existing competent international players like Accenture
product： service quality improvement
place (channel）: word of mouth dissemination
promotion： initial discount， existing customer referral
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