市场营销期末考试选择题.doc

第一章：
2
INCORRECT

Marketing is a management process which identifies, anticipates and satisfies customer requirements efficiently and profitably.

A)
TRUE

4
CORRECT

CRM stands for ‘competitive repositioning measures’.

B)
FALSE

5
INCORRECT

Relationship marketing is a long term, continuous series of transactions between parties.

A)
TRUE

6
CORRECT

For an exchange to take place, EITHER the buyer OR the seller must be satisfied.

B)
FALSE

7
CORRECT

In a truly marketing-orientated organisation all marketing decisions and activities must be carried out by the marketing department.

B)
FALSE

9
CORRECT

The internet has created a completely new market.

B)
FALSE

11
CORRECT

Which of the following is NOT part of the marketing mix?

B)
Profile

12
INCORRECT

When a product or service has a very strong brand image it is said to have:

A)
Competitive advantage

13
UNANSWERED

All the following factors led to the birth of modern marketing EXCEPT:

C)
Mobile phones

15
INCORRECT

Customer relationship management is all about:

E)
Enhancing the customer’s experience of the organisation

20
INCORRECT

Who or what is at the centre of the marketing concept?

C)
Customers

第二章：
2
CORRECT

A marketing-orientated firm should be both customer and competition facing.

A)
TRUE

3
CORRECT

A societal marketing orientation suggests putting consumers and their society first.

A)
TRUE

4
INCORRECT

"They can have any colour they like, so long as it’s black" suggests a sales orientation.

B)
FALSE

7
INCORRECT

Asset-led companies are customer-focused.

B)
FALSE

8
INCORRECT

All firms must be marketing-orientated to survive these days.

B)
FALSE

12
INCORRECT

Which of the following is NOT true?

D)
The consumer is not always the user

14
INCORRECT

Companies that take their lead from competitors by copying their successful ideas and strategies are usually known as:

C)
Market followers

15
INCORRECT

A good reputation, profitability and market share are all examples of alternative:

B)
Marketing objectives

16
INCORRECT

BOGOF (buy one get one free) is a type of:

C)
Sales promotion

18
INCORRECT

A company or an individual who buys a product and then sells it on to another customer is known as:

E)
A reseller

第三章：
The correct answer for each question is indicated by a .

1
INCORRECT

‘Uncontrollable factors’ are normally in an organisation’s external environment.

A)
TRUE

2
INCORRECT

Environmental scanning is normally associated with the monitoring of broad trends, issues and events.

A)
TRUE

3
CORRECT

PRESTCOM normally stands for ‘Political, regulatory, economic, social, technological and competitive opportunity measurement’.

B)
FALSE

4
INCORRECT

The marketing function is part of the internal environment.

A)
TRUE

5
CORRECT

The organisational environment is also known as human resources.

B)
FALSE

7
INCORRECT

In a price elastic market, consumers are relatively sensitive to price changes.

A)
TRUE

9
INCORRECT

Demographic changes are part of the social environment.

A)
TRUE

11
INCORRECT

‘Threat of new entrants’ is one type of:

C)
Competitive force

14
INCORRECT

After listing the different variables in a SWOT analysis, the next stage is:

D)
Matching

16
INCORRECT

PEST factors include all the following, EXCEPT:

C)
Segmentation

17
INCORRECT

The internal environment includes all of the following, EXCEPT:

D)
Competition

19
INCORRECT

Changes in men’s and women’s roles are primarily part of the:

E)
Social environment

第四章：
1
INCORRECT

Market segmentation is the splitting of a market into smaller groups so that marketers can better direct or focus their efforts.

A)
TRUE

2
CORRECT

Demographic segmentation is concerned with the physical location of customers.

B)
FALSE

6
INCORRECT

Mass marketing is the same as undifferentiated marketing.

A)
TRUE

7
CORRECT

Targeting and positioning is followed by segmentation.

B)
FALSE

10
INCORRECT

Which of the following is NOT a criterion for effective segmentation?

D)
Temporary

11
INCORRECT

Lifestyles, values, motives and personalities are examples of which type of segmentation?

E)
Psychographic

16
INCORRECT

Undifferentiated marketing and niche marketing are 2 types of

C)
target marketing strategy.

18
INCORRECT

There are 5 stages in the STP process: a) Identify positions of competing brands, b) Establish own position, c) Identify total potential market, d) Select target market, e) Identify market segments. The correct order of these stages is

B)
c,e,d,a,b.

19
INCORRECT

Quality, usage occasions and product attributes are all examples of

C)
positioning strategy.

第五章：
The correct answer for each question is indicated by a .
1
CORRECT

Problem recognition occurs when the consumer’s current state matches their desired state.

B)
FALSE

2
INCORRECT

The personal importance of a purchase to an individual consumer affects their level of involvement.

A)
TRUE

3
CORRECT

Routine problem solving is normally associated with purchases where there are high levels of perceived risk and involvement.

B)
FALSE

11
INCORRECT

Put these stages of the buyer decision process in the correct order: a) purchase decision, b) evaluation of alternatives, c) post-purchase evaluation, d) need or problem recognition, e) information search.

C)
d,e,b,a,c.

13
CORRECT

The Decision Making Unit (DMU) includes all the following roles EXCEPT

C)
producer.

第七章：
1
INCORRECT

The core benefit is what is left when all other parts of the product have been stripped away.

A)
TRUE

2
CORRECT

Brand identity is all the outward trappings of the brand, e.g. logo, name, colours, strap line and packaging.

A)
TRUE

3
INCORRECT

Non-durable goods are expected to last a long time and can be used repeatedly.

B)
FALSE

6
INCORRECT

Maturity is the last stage in the product life cycle.

B)
FALSE

7
INCORRECT

The BCG matrix is used to analyse a company’s product portfolio.

A)
TRUE

9
CORRECT

Cash cows need to be subsidised by stars.

B)
FALSE

11
INCORRECT

In the BCG matrix, a cash cow is a product with

D)
high relative market share and low market growth rate.

12
CORRECT

The following are all types of convenience goods EXCEPT

E)
high risk shopping goods.

15
CORRECT

The value of a brand is known as its

A)
brand equity.

16
INCORRECT

When the same company offers a number of different brands within the same product category, this is known as

B)
multibranding.

17
INCORRECT

Put these stages in the new product development process in the correct order: a) Test marketing stage b) concept stage c) idea stage d) product development stage e) evaluation stage.

C)
c,b,d,a,e.

18
INCORRECT

In the introduction stage of the product life cycle, the first priority is

B)
raising awareness.

20
INCORRECT

Products that bear a retailer’s brand name and are similar to established manufacturer brands are known as

D)
all of the above.

第八章：
1
INCORRECT

Personal selling is often favoured in b2b markets.

A)
TRUE

2
INCORRECT

Push strategies are directed at the final consumer.

B)
FALSE

9
INCORRECT

The target audience is not the same thing as the target market.

A)
TRUE

11
INCORRECT

The promotional mix can include all the following activities EXCEPT

D)
marketing audit.

18
INCORRECT

The planned activities designed to promote goodwill between an organisation and its publics is known as

C)
public relations.

19
INCORRECT

Sales promotion usually used to achieve which of the following short term objectives?

E)
All of the above.

第九章:
The correct answer for each question is indicated by a .

1
CORRECT

A supply chain is the network of businesses involved in distributing goods and services.

A)
TRUE

2
CORRECT

Physical distribution is the process of moving goods and services between businesses and consumers.

A)
TRUE

3
CORRECT

A distribution channel is the same as a supply chain.

B)
FALSE

6
CORRECT

When a producer sells to a retailer who then sells to a consumer, this is known as a 3-level channel.

B)
FALSE

15
INCORRECT

A business that brings buyers and sellers together to help facilitate a sale (without buying the product themselves) is usually known as

E)
an agent.

第十章：
3
INCORRECT

Pricing objectives can be financial or market orientated.

A)
TRUE

4
CORRECT

Indirect costs are costs that are clearly due to the making of a particular product.

B)
FALSE

7
CORRECT

Market penetration starts by setting a very high price.

B)
FALSE

8
INCORRECT

When demand is relatively unaffected by price changes, the market is described as inelastic.

A)
TRUE

9
UNANSWERED

Price discrimination must always be used with different segments.

B)
FALSE

11
INCORRECT

The following are all market-based pricing methods EXCEPT

D)
cost-plus pricing.

12
INCORRECT

The following are all features of market penetration pricing EXCEPT

D)
it maximises short-term profit.

13
CORRECT

Market skimming involves:

C)
setting a high price which later decreases.

14
INCORRECT

When a company sets a low price to deter new entrants to the market this is known as

B)
pre-emptive pricing.

15
INCORRECT

When a retailer offers a product at well below its normal selling price to attract customers into the store, this is known as

E)
a loss leader.

19
INCORRECT

A firm’s sales expressed as a percentage of the total sales of that type of product in the defined market is its

E)
market share.

Feedback: The correct answer is e). This is the definition of market share.
20
INCORRECT

Cutting ticket prices during off-peak periods is an example of

E)
time-based discrimination.