乖孩子英文英文版市场营销学期末考试6

2021年1月21日发(作者：火星之旅)

英文版市场营销学期末考试
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作者
:
日期
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Sectio n 1:
Multiple Choices (75%)
This sect ion has 30 questi ons, each worth 2.5%. For each questio n, you must choose
ONLY one choice which you think best fits in.
Please tran sfer
the code of your choice into the attached An swer Sheet.
1.
Marketi ng seeks to create and man age profitable customer relati on ships by
deliveri ng
______
to customers.
a.
competitive prices
b.
superior value
c.
superior service
d.
superior promotion
e.
product assortment
2.
Customer satisfaction depends on the product
the buyer
'
s __________ .
a.
cost of obtaining the product
b.
expectations
c.
cost of competing products
d.
cost of the lost experienee
e.
all of the above
3.
To reduce dema nd for space on con gested expressways in Wash ington, D.C., the
Metropolita n Washi ngton Coun cil of Gover nments has attempted
to en gage in
_______
.

a.
target marketing
b.
deregulation
c.
demarketing
d.
gray marketing
e.
integration
4.
Your firm is attempting to divide up the total market to determine the best segme nts it
can serve. Which is the correct order of doing so?
a.
market segmentation, target marketing, market positioning
b.
target marketing, market positioning, market segmentation
c.
market positioning, market segmentation, target marketing
d.
market segmentation, market positioning, target marketing
e.
mass marketing, demographic segmentation, psychographic
segme ntati on

'
s perceived value relative to
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5.
A company with limited resources might enter a new market by serving
segme
nt(s).
a.
the largest
b.
the most profitable
c.
dual
d.
one or a few
e.
three or more
6.
Today the four Ps are compared to the four Cs. Product and place are called
_______
and
________
, respectively.
a.
convenience; customer solution
b.
customer cost; convenience
c.
com muni cati on; customer solutio n
d.
customer solution; convenience
e.
com muni cati on; convenience
7.
This systematic collection and analysis of publicly available information about
competitors and developme nts in the market ing en vir onment is very useful. What is
it called?
a.
marketi ng data
b.
market ing in tellige nee
c.
Web master
d.
sales and sales man ageme nt
e.
sec on dary data
8.
Survey research is best suited for gathering ________
i
nformation.
a.
pers onal
b.
prefere nee
c.
attitude
d.
descriptive
e.
exploratory
9.
Which form of data can usually be obtained more quickly and at a lower cost?
a.
primary
b.
cen sus
c.
sec on dary
d.
syn dicated
e.
tertiary

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10.
_
______
a
re people with in a refere nee group who, because of special
skills, kno wledge, pers on ality, or other characteristics, exert in flue nee on others.
a.
Opi nio n leaders
b.
Habitual buyers
c.
Charismatic pers on alities
d.
Percepti oni sts
e.
Wild ducks
11.
_
______

are defined as smaller cultural groups of people with shared
value systems based on com mon life experie nces and situati ons.
a.
Alter native evaluati ons
b.
Cogn itive diss onan ces
c.
Subcultures
d.
Motives
e.
Attitudes
12. To marketers, more important than reality is ____________
, the process by
which people select, organize, and interpret information to form a meanin gful picture
of the world.
a.
pers on ality
b.
percepti on
c.
selective group
d.
habitual behavior
e.
assessme nt
13.
Markets can be segmented into groups of nonusers, ex-users, potential users, first-
time users, and regular users of a product. This method of segme ntati on is called

_________________________
.

a.
user status
b.
usage rate
c.
ben efit
d.
behavior
e.
product frequency
14.
Mass marketers, such as Target and Venture Stores, ignore market segme nt
differe nces and target the whole market with one offer. What is their approach to
segme nti ng?
a.
un differe ntiated marketi
b.
ng
differe ntiated marketi ng
c.
d.
e.
target market ing
bla nket market ing
intelligent marketing

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