英文版市场营销学期末试卷9.doc

SECTION 1:True and False TOTAL20 marksFor each of the following, place a “T if the statement is “true”， “F” if the statement is false。 (20 marks， 2 marks/ Question） _F_ 1。 “Marketing” is best described as “selling”._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 “highinvolvement purchase usually involves a considerable amount of time researching the product and the product is a routine purchase。 _F_4. A cohesive marketing mix consists of the product， promotion， price， and personnel._F_ 5。 The first step in the purchase decision process is information search。 _F_6。 When the price setter stresses the supply or cost side of the pricing problem, they are using demandoriented approach._F_7。 Retail position matrix makes use of these two dimensions: Service and Value added。_F_8. A market segment would have a collection of prospective buyers that are ready to buy._F_9。 The perceptual map is a means of display or graphing in two dimensions the location of products or brands in the minds of managers。 _F_ 10. The difference between a direct channel and an indirect channel is that the consumers must go to internet to purchase in direct channel。得分SECTION 2： Multiple Choice：Choose Just One Answer (Total 38, 2 Marks/Question）1. At what stage of the PLC （Product Life Cycle) can a higher price usually be charged?A. Introduction orB. GrowthC. MaturityD. DeclineE. RD Era2. Using Price as a measure of the quality of a product and setting price high is:A. Prestige pricingB. Pricing LiningC. Pricing oddevenD. Target pricing3. All activities involved in selling renting, and providing goods and services to ultimate consumers for personal， family or household use are known as：A. MarketingB. RetailingC. Personal SellingD. Sales promotion4. The store carries a mix of automotive, outdoor, sporting， and decoration goods as well as house wares. What term would describe its product line？A. ComplexityB. BreadthC. DepthD. Richness5. Selling brandname products at lower than regular price is:A. Guaranteed to cause a loss not a wise business decision.B. Off-price retailingC. MarkupD. Shrinkage。6. Any paid form of non personal communication about an organization， good， service or idea by an identified sponsor is called:A. PublicityB. Public relation.C. Advertising D. Promotion7. Questions such as：”What ads do you remember seeing yesterday？” are an example of what type of post-test?A. Aided recallB. Unaided recallC. Inquiry testD. Attitude test。8. Norms and expectations about the way people do things in a specific country are referred to as：A. National characterB. Customs C. ValuesD. Preferences9. The main reasons a firm segments its markets are:A. To refine sales forecasts and allow for more product differentiation.B. To create more wordofmouth in a market。C. To focus advertising and monitor salesD. To respond to different needs and wants in market and increases sales and profits10. One of the following is NOT a criteria when forming segments:A. Potential for higher profits and ROI。B. Similarity of needsC. Difference in needs of buyers among segmentsD. Fewer customer complaints.11. Selecting target markets means using criteria such as cost of reach the segment and _:A. Size and expected growthB. Marketing investmentC. Density of populationD. Values of customers.12. The framework to relate the market segments of potential buyers to products offered or potential marketing actions by the firm is called：A. Action gridB. Relation gridC. Product gridD. Market grid。13. Intermediaries make the flow of products from producers to buyers possible by performing three basic functions:A. Production， transmission and displayB. Assorting， storing and sortingC. Transactional, logistical and facilitationD. Buying sorting and financing14. Risk taking, transporting and grading. Professional managed and centrally coordinated marketing channels designed to achieve channel economies and maximum marketing impact are called：A. Vertical marketing systemsB. Horizontal marketing systemsC. Centrally coordinated systemsD. Professional coordinated marketing systems。15. During the introduction stage of the PLC， sales gradually increase andA. Competition becomes toughB. Profits are minimal if not negative。C. More investors needed装 订 线D. The promotion is finished。16. The marketing objective for the maturity stage of PLC is toA. Maintain brand loyaltyB. Stress differentiationC. HarvestD. Gain awareness17. When a company retains the product but reduces marketing support costs it is in what stage of the PLCA. DeclineB. MaturityC. Growth D. Introduction 18. If, after buying a product, the customers is anxious about the choice she/he made, this is called:A. Post purchase behaviorB. Cognitive dissonanceC. Comparative tensionD. Buyers dissatisfaction。19. Learning refers to behaviors that result fromA. Repetition of experienceB. ThinkingC. ObservationD. Repetition of experience， thinking and observation.Section 3: Short Answers (Total 42 Marks）1. In your own words, and in 1 or 2 lines, describe what is marketing? 7 MarksAnswersUnderstanding consumer needs and wants Delivering consumer satisfaction and value OrDeliver Customer Satisfaction at a profit.Or An organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders。 2. Chumby Industries has primarily relied on internet for promoting the Chumby。 Suppose it comes to you to learn more about other promotional options: 10Marksa. Briefly explain the concept of IMC to the Chumby Industries management。 (6marks）AnswersThe coordination and integration of all promotional activities for a product or service to deliver a clear， consistent and compelling messages to target market (1 mark). Mentioning the four parts of IMC: Advertising， Sales Promotion, Personal Selling and Public Relationsb. Provide the management a key advantage of using an IMC。 （2mark）More effective way to communicate than any single promotional mix。（1 mark）c. Alert the management to at least two potential difficulties that they would need to be careful about when designing an IMC for Chumby. （2 marks）AnswersHigh cost to implement （1 mark） and difficult to coordinate （1 mark) Or any disadvantage of the five elements are fine。 3. Buffalobased Bell Aerospace Inc。 is preparing to commercialize its patented “Jet Pack”。 (Total 25）AnswersThe Jet Pack straps on to the back of its wearer like a knapsack. The wearer， then, using a hand-held thruster， is able to transport himself/herself a distance of up to 100 meters by “flying through the air.” A wearer of the Jet Pack can reach heights of up to 20 meters.Bells Jet Pack is made of light weight aluminum。 It is rectangular in design （dimensions： 22cm x 22cm x 8 cm） and weighs 12 lbs when filled with fuel。 It is fueled by peroxide, can reach speeds of up to 15 kms/hour and is silver。 Bell Aerospace expects the product to be available for adults between the weights of 130 and 150 lbs in November 2005. a） Assuming the Bell Jet Pack is targeted towards the consumer marketplace (ie NOT business to business）， please choose your target market, explain the reason for choosing that target market and describe that target market. (15)No specific answer。Require students to be able to segment the market on a base and describe the market from different variables。Be able to use the professional terms: demographical, social-status， personality， value， psychological, geographical, behavioral etc.Require students be able to understand the criteria to choose a target market：The size and potential growthThe fit between the product and the benefits sought by the target marketThe synergy between product lines of the companyThe purchase power of the customers。 Cost of reaching the marketCompatibility with the firms objectivesCompetitive position 2) Would you recommend a skimming pricing or penetration pricing strategy for this new product？ Why？(10）Either one is fine。Students are required to consider the three Cs, customer， competitor and cost/company to set a price level。Skimming Willing to buy Enough demand Customers interpretation of high price as high quality Not attract competition High R&D cost。 Penetration：Price sensitive consumersDiscourage competitionUnit cost decreases dramatically with the sales volume。 6 / 6