英文版市场营销学期末试卷4.doc

A, True or False （2’X10=20'）
1. Items sold in the convenience stores are usually more expensive than similar items sold in the supermarket。
2. The marginal effect of advertising on sales is always same throughout different stages of new product diffusion.
3. Strategy guru Michael Porter's three “generic" strategies are: cost leadership， diversification, and focus.
4. The sales quantity of a new product is evenly distributed in different time periods.
5. Post—purchase satisfaction is a function of the consumer’s product expectations and the product’s perceived performance。
6. Personal communication is a more efficient way to increase consumer’s new product awareness level than advertising
7. New product development involves very high cost and risks of failure. Therefore, companies should not develop new product。
8. The higher the price， the lower the demand， given others constant.
9. Product line extension could possibly damage the reputation of the mother brand。
10. Marketing is both an art and a science—there is constant tension between the formulated side and the creative side。
1,T 2,G 3，F 4，F 5,T， 6,F 7，F 8，F 9，T 10,F
B. Multiple Choices (3'x10=30’）
1， The characteristics of services include the following components EXCEPT:
a， distinctiveness
b， intangibility
c, perishability
d, inseparability
2， What is the objective of quantity discount to the consumers?
a， provide more welfare to the consumers b， extract more consumer surplus
c, attract more customers d， none of the above
3, 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？
a, price discrimination
b， cost leadership
c, focus
d, differentiation
4, If you go to a national electronic appliance chain store in China, you will find more air conditioners but fewer heaters in southern China where it is hot. A chain store in northeastern China where it is cold, however， sells more heaters but fewer air conditioners. The Chinese chain store realizes that the people in each of these areas do not have the same needs and should therefore not be offered the same products。 This is an example of __________.
a。 benefits segmentation
b. geoclustering
c。 demographic segmentation
d. behavioral segmentation
5， In the buying center， __________ are people who request that something be purchased， including users or others.
a. initiators b。 influencers
c. deciders d. approvers
6, Bentley produces fine automobiles with price tags in the ＄300,000 and above range. Because the number of people with sufficient income to purchase a Bentley is relatively small， we might say Bentley is engaged in __________ marketing。
a。 local
b. aggregated
c。 individual
d。 niche
7, The systematic design， collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company is termed __________。
a, the sales reporting system
b, marketing research
c, marketing intelligence
d, the sales force
8， What are the two solutions to unprofitable customers？
a. Lower fees； reduce service.
b。 Lower fees； increase service。
c。 Raise fees; increase service。
d。 Raise fees； reduce service。
9， In the absence of noticeable and rapid healing, Susan is not sure whether she got good service by her physician。 Medical services are a good example of this type of difficulty— __________—where the consumer finds hard to evaluate even after consumption.
a。 search qualities
b. experience qualities
c。 credence qualities
d。 differentiation qualities
10, Intel， one of the largest producers of integrated circuit chips， puts a great deal of effort into expanding production of chips to drive down the cost and thus expand the market。 This is most indicative of the __________ concept.
a。 production
b. product
c. customer
d. marketing
1，a 2，b 3,d 4,b 5,a 6,d 7，b 8，d 9,c 10,a
C. Short Essay Questions （10’+10’=20’)
1， Perform a limited SWOT analysis for the Wal-Mart company. （10’）
Strength: low price, scale of economy， high bargaining power to supplier and customer, strong reputation
Weakness: low service
Opportunity： expansion to other country and area
Threat： strong local competitors with established relationship with suppliers.
2， 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 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
得分

D。 Long Essay Questions (30’）
China Premium League Football Match is a popular TV program in China.
1) Please discuss the marketing efforts of China Premium League Football Match itself, in terms of traditional marketing mix： price， product， promotion and place. What is doing right and what is left to be improved in future？ （15’)
Price： OK。 Not too expensive.
Product: really bad。 Corruption everywhere。 If the product quality is too bad， it may drive audience away.
Promotion： OK。 With some new features.
Place： OK covering all major cities in China.
2) Please answer whether a company should or should not take advantage of China Premium League Football Match to market its products. If you choose yes， please explain how to market the product by China Premium League Football Match. If you choose no, please explain why you would not like to market the product by China Premium League Football Match。 (15’)
Yes. High exposure rate so far。 Sporty goods， goods purchased by male are more appropriate than products purchased usually by female.
No。 The League match is really too bad and destroys the reputation of products advertised with them.
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