“营销学原理”终考卷(英)2.doc
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1、对外经济贸易大学20032004学年第二学期营销学原理期末考试试卷(B卷)课程代码及课序号:MKT2061、2、3、4、5、6、7学号: 姓 名: 成 绩: 班级: 课序号: 任课教师: 题号IIIIIIIVV合计分值注意事项:1 本试卷考试时间为120分钟;2 请使用中文或英文答卷;3 本试卷满分为100分,占本课程总评成绩的50;4 禁止使用计算器、快译通等电子设备和各类字典。I. Multiple Choice: (For each question, only one choice is correct, 20 points) Score: ( ) 1.A pricing strate
2、gy of _ seeks to provide the company the largest portion of a particular market.a.survivalb.current profit maximizationc.market share leadershipd.product quality leadership( ) 2.When consumers are highly involved in a purchase and perceive significant differences among brands, they engage in _ buyin
3、g behavior.a.dissonance-reducingb.variety-plexd.habitual( ) 3. All the following are public relations functions except:a. press relations. b. product distribution.c.product publicity. d. lobbying.( ) 4. The _ consists of all the forces close to a company that affect its ability to serve its customer
4、s.a. macroenvironmentb.organizational environmentc.microenvironmentd.marketing environment( ) 5.The difference between the values the customer gains from owning and using a product and the cost of obtaining the product is:a.customer satisfaction.b.relationship marketing.c.needs marketing.d.customer
5、value.( ) 6.All of the following are examples of personal sources of information except:a.family.b.friends.c.neighbors.d.dealers.( ) 7. The most basic concept underlying marketing is:a.producing goods of high quality.b.developing distribution networks.c.identification of consumer needs.d.development
6、 of effective promotional programs.( ) 8._ distribution is appropriate for low-cost, frequently-purchased items like soft drinks.a.Selectiveb.Exclusivec.Intensived.Pervasive( ) 9. Which of the following is NOT a part of the companys macroenvironment? a.Natural forcesb.Economic forcesc.Technological
7、innovationsd.Marketing intermediaries ( ) 10. A major tool for identifying ways to create more customer value is:a. market share analysis.b. competitor analysis.c. the value chain.d. product analysis. ( ) 11. Which of the following is not part of the AIDA model?a. Attitude b. Attention c. Desire d.
8、Interest ( ) 12. Merchant wholesalers:a. own the goods they sell.b. represent manufacturers of complementary lines.c. assist buyers and sellers with negotiations.d. enjoy contractual authority to sell a producers entire output. ( ) 13. Most companies are now using _ to service large, complex account
9、s.a. team sellingb. missionary salespeoplec. order gettersd. technical support people( ) 14. Setting a high initial price for a new product and then gradually reducing that price, is called:a. market penetration.b. market skimming.c. product-line pricing.d. functional discounting. ( ) 15. You start
10、a small online bookstore that targets African-Americans in general by offering the full range of African-American literature and books on various black-studies topics. You try to target young male African-Americans, ages 16 to 25, offering selections which address their particular concerns. You are
11、practicing a version of what sort of marketing?a. Segment. b. Local.c. Niche.d. Micro. ( ) 16. If Compaq Computers wants to know how many and what kinds of people or companies will buy its new lightweight super-fast notebook computer, they would probably undertake which of the following?a. Market in
12、formation searchb. Market intelligencec. Internal company records searchd. Marketing research ( ) 17. A business has a 75 percent share of a low-growth industry. According to the Boston Consulting Group growth-share matrix, such a business is a:a. dog. b. cash cow.c. star. d. question mark. ( ) 18.
13、You hear of a firm looking to install a new system in its corporate headquarters. You quickly gain access to this firms buying center. After talking with the head-purchasing agent, you realize that the building manager is the person with the most power to select a supplier. This manager is the:a. de
14、cider. b. influencer.c. buyer. d.gatekeeper.( ) 19. Which type of product is most in need of market testing?a.All new products should be market.b.high-investment and high-risk products.c.low-investment and high-risk products.d.high-profit potential products with time pressure due to intense competit
15、ion. ( ) 20. Youre a marketer for a sporting goods firm. One day, a colleague hands you the latest tennis racket (网球拍)developed by your colleagues in product development with a description of the rackets attributes, quality, and design features. You are holding a(n):a. core product.b. potential prod
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