英文版国际营销学期末试卷10.doc

_英文版国际营销学期末试卷10SECTION 1:True and False For each of the following, place a “T” if the statement is “true”, “F” if the statement is false. (20 marks) _F_1.When the price setter stresses the supply or cost side of the pricing problem, they are using competition-orientation pricing._T_2. All activities involved in selling renting, and providing goods and services to ultimate consumers for personal, family or household use are known as retailing. _F_ 3.Any paid form of nonpersonal communication about an organization, good, service or idea by an identified sponsor is called: publicity_F_ 4. The main reasons a firm segments its markets is to refine sales forecasts and allow for more product differentiation._F_5. The retail position matrix makes use of these two dimensions:width and depth of product line._T_6. The purchase of a bottle of water is a low-involvement purchase._F_ 7.During the introduction stage of the PLC, sales gradually increase and competition becomes tough._F_ 8 “Marketing” is best described as “selling”_T_ 9. The marketing objective for the maturity stage of PLC is to maintain brand loyalty._F_10. In introduction stage, a company retains the product but reduces marketing support costs it is in what stage of the PLC.SECTION 2: Multiple Choice. (Total 40, 2 Marks/Question) Right answers are highlighted. 1. Between classes, many college students stop at conveniently located vending machines for their favorite candy bar and soft drink. Their choices are generally made quickly and with little or no effort to consider alternative product offerings. The college students described here are most likely involved in _.a) limited problem solving situationsb) routine problem solving situationsc) extensive problem solving situationsd) intensive problem solving situationse) unlimited problem solving situationsAns: bFeedback: Routine purchase decisions involve low-priced, frequently purchased products. Consumers typically spend very little effort or time seeking or evaluating alternatives. Purchase decisions resemble habitual responses and are typical of low-involvement decisions.2. The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is called _.a) a negative antecedentb) perceived riskc) temporal uncertaintyd) spatial uncertaintye) buyers remorseAns: b3. Because the average consumer operates in a complex environment, the human brain attempts to organize and interpret information with a process called _.a) selective retentionb) selective attentionc) selective exposured) selective perceptione) stimulus discriminationAns: d4. 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.5. _ is a favorable attitude toward and consistent purchase of a single brand over time.a) Brand biasb) Brand discriminationc) Brand loyaltyd) Behavioral loyaltye) Selective perceptionAns: c装 订 线6.A market segment would have a collection of prospective buyers that are:a) Ready to buyb) Showing unfilled needsc) Relatively heterogeneousd) Relatively homogeneous.7.KFC in Japan sells tempura crispy strips. In northern England, it stresses gravy and potatoes, while in Thailand it offers fresh rice. In Holland instead of potatoes, KFC offers customers a potato and onion croquette. In France, KFC sells pastries alongside its chicken. These examples illustrate that KFC exhibits an understanding of and appreciation for the _ of other societies.a) demographicsb) symbolsc) customsd) sensitivitiese) selective perceptionAns: cFeedback: Customs are what is considered normal and expected about the way people do things (including what they eat) in a specific country. KFC serves food that suits the tastes of its target markets in each of the countries listed.8.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.9.When a firm distributes to two or more different types of channels for the same product, this is called:a) Double channel dutyb) Dual networkc) Split distributiond) Dual distribution10.Which of the following is NOT a criterion used in forming segments?a) Potential for increased profitb) Similarity of needs of potential buyers within a segmentc) Competitive positiond) Potential of marketing action to reach a segmente) Simplicity and cost of assigning potential buyers to segmentsAns: cFeedback: Competitive position is a reason for selecting a market, not for segmenting it. The five criteria to be used in forming segments include (1) potential for increased profit; (2) similarity of needs of potential buyers within a segment; (3) difference of needs of buyers among segments; (4) potential of a marketing action to reach a segment; (5) simplicity and cost of assigning potential buyers to segments.11.Automobiles and TVs are in what stage of the PLCa) Introductionb) Growth c) Maturity d) Decline 12.Campbells found that its canned nacho cheese sauce, which could be heated and poured directly onto nacho chips, was too hot for Americans in the East and not hot enough for those in the West and Southwest. Today, Campbells plants in Texas and California produce a hotter nacho cheese sauce than that produced in the other plants. Campbells is using _ segmentation.a) ageb) behavioralc) socioeconomicd) geographice) perceptualAns: dFeedback: Campbells is marketing a different sauce to different markets depending on where they are located. This is geographic segmentation.13.What type of ad gets the consumers to take immediate action?a) Delayed-response advertisingb) Direct-response advertisingc) Direct-trigger advertisingd) Direct-action advertising14. The consumers represented by B in Figure 11-5 are called _.a) innovatorsb) late majorityc) early majorityd) early adopterse) laggardsAns: dFeedback: Figure 11-5 shows the consumer population divided into five categories of product adopters based on when they adopt a new product: (A) innovators, (B) early adopters, (C) early majority, (D) late majority and (E) laggards.15. Sugarcane producers are now promoting them as an alternative source of energy to oil. They are _.a)finding new users through a product modification strategyb)creating new use situations through a market modification strategyc)increasing use by existing customers through a product modification strategyd)modifying the product characteristicse)demarketing the productAns: bFeedback: With market modification strategies, a company tries to find new customers, increase a products use among existing customers or create new use situations. Finding new uses for a more mature product helps extend the products life cycle, as in the case of sugarcanes. 16. Pizza Huts recent introduction of the thin and crispy crust pizza on top of its original thick crust is an example of _ and should attract new buyers.a) a market-product strategyb) diversificationc) market modificationd) product modificatione) harvestingAns: dFeedback: Product modification is a strategy that involves altering a products characteristic such as its quality, performance or appearance to try to increase the products value to customers and increase sales.17.The marketing of two or more products in a single package price is calleda) Target pricingb) Bundle pricingc) Odd-even pricingd) Price lining.18. In response to Duracells introduction of the Duracell Ultra battery, Energizer introduced an Advanced Formula battery, but unlike Duracell, Energizer priced its batteries at a low initial price to attract the mass market. Energizer used _.a) penetration pricingb) prestige pricingc) skimming pricingd) price lininge) cost-plus fixed-fee pricingAns: aFeedback: Penetration pricing is setting a low initial price of a new productthe strategy Energizer chose.19.Which promotional mix alternatives allows the seller to see or hear the potential buyers reaction to the message?a) Advertisingb) Personal sellingc) Public relationsd) Sales promotions20. To handle products in the decline stage of the product life cycle, companies often use either _.a) diversification or harvestingb) diversification or contractingc) deletion or harvestingd) deletion or diversificatione) building or contractingAns: cFeedback: To handle a declining product, a company will follow one of two strategies. Deletion is dropping the product from the companys product line; harvesting is retaining the product but reducing marketing costs.得分SECTION 3: SHORT ANSWERS (40 marks)Question 1 (20 marks- Branding)Pro ImageThe marketing of professional and university team sportswear and novelty items is a $3 billion-a-year industry. Pro Image was one of the first franchiser of the one-stop sports fan shop. Pro Image controls over 130 stores, with an additional 100 franchised outlets. Each franchise store costs roughly $100,000, approximately $16,000 of which covers the franchise fee with the rest going toward inventory and store improvements. Pro Image assists franchisees in site selection, lease negotiation, and advertising. Pro Image requires new owners to attend a four-day training session. Other assistance includes a business hotline and a computerized inventory and sales system. As an added service they stock hard to get items in a 4,500 square-foot warehouse, making them more readily available to franchisees. 2a) Suppose you are interested in opening a sports fan shop. What are the advantages and disadvantages of becoming part of a franchise operation? (10 marks) AnswersFor franchisor: Expansion: VC & control Legal consideration no more licenses Operation consideration franchisee has greater incentive than employeeFor franchisee: Employment a way of owning a business Quick start a proven trademark Training Franchisor provide significant trainingFor franchisor: Limited pool of available franchisees Financial resources & desire Control Careful screen franchisee Illegal operation by franchisee damage goodwill of franchisorFor franchisee: No guarantee Business risk Control Loss of control Required to follow system Price franchise fee, ongoing royalties and advertising contributions Conflicts acting in bad faith2b) A franchise is described as what type of vertical marketing system? How does this system differ from the other two types? (10 marks)AnswersFranchising is on contractual base.The other two are based on: corporate control or administrative control. Question 2 (20 Marks)GURU, a China based brand, is an energy drink made from all natural ingredients. It combines the power of carefully chosen ingredients from around the world. GURU drink is made from carbonated water, white grape juice concentrate, natural flavors, guarana extract, lemon juice, ginseng extract, Echinacea extract and ginkgo biloba extract. While the primary benefit of most other beverages on the market today is to quench thirst and refresh, GURUs main benefit is to provide the user with not only a boost of physical energy, but a mental one as well. GURU is used to delivery energy for athletic performance and to aid memory (helping students study). 2. a) Assuming GURU is about to enter the maturity phase in the product life cycle. What changes to the marketing mix would you advise the management of GURU as it enters this phase of the Product Life Cycle? (10marks)AnswersProduct: Different versionPrice: lower pricePlace: intensive distributionPromotion: reminding, competitive ad, sales promotion.(2.5 each)2. b) How could GURU extend its product life cycle? (4)AnswersModify the productModify the marketRepositioning2 c) Which pricing strategy would you suggest to Guru, skimming pricing or penetration pricing at current product life cycle stage? Explain why. (6 marks)AnswersThere is no right answer. As long as students indicate 3 reasons, they get the points. Penetration Pricing.a. Setting a low initial price on a new product to appeal immediately to themass market is penetration pricing, the exact opposite of skimmingpricing.b. The conditions favoring penetration pricing are: Many segments of the market are price sensitive. A low initial price discourages competitors from entering the market. Unit production and marketing costs fall dramatically as productionvolumes increase.c. A firm using penetration pricing may: Maintain the initial price for a time to gain profit lost from its lowintroductory level. Lower the price further, counting on the new volume to generate thenecessary profit.d. Penetration pricing may follow skimming pricing: A firm might initially price a product high to attract price-insensitiveconsumers as well as recoup initial R&D costs and introductorypromotional expenses. Then, penetration pricing is used to appeal to a broader segment of thepopulation and increase market share.Skimming Pricing.a. A firm introducing a new or innovative product can use skimming pricing,setting the highest initial price that customers really desiring the productare willing to pay. These customers are not very price sensitive. They weigh the newproducts price, and quality against the same characteristics ofsubstitutes. As consumer demand is satisfied, the firm lowers the price to attractanother, more price-sensitive segment. Skimming pricing gets its name from skimming successive layers of“cream,” or customer segments, as prices are lowered in a series ofsteps.b. Skimming pricing is an effective strategy when: Enough customers are willing to buy the product at the high initialprice to make these sales profitable. The high initial price will not attract competitors. Lowering price has only a minor effect on increasing the sales volumeand reducing the unit costs. Customers interpret the high price as high quality. These four conditions are most likely to exist when patents orcopyrights protec