kite的音标英文版市场营销学期末试卷6

2021年1月21日发(作者：sdj)
Section 1:
Multiple Choices (75%)
This
section
has
30
questions,
each
worth
2.5%.

For
each
question,
you
must choose ONLY one choice which you think best fits in.

Please transfer
the code of your choice into the attached Answer Sheet.

1.
Marketing seeks to create and manage profitable customer relationships by
delivering ________ to customers.
a.
competitive prices
b.
superior value
c.
superior service
d.
superior promotion
e.
product assortment


2.
Customer satisfaction depends on the product’s perceived value relative to
the buyer’s ________.

a.
cost of obtaining the product
b.
expectations
c.
cost of competing products
d.
cost of the lost experience
e.
all of the above

3.
To
reduce
demand for
space on
congested expressways
in Washington,
D.C., the Metropolitan Washington Council of Governments has attempted
to engage 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

segments 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
segmentation





5.
A
company
with
limited
resources
might
enter
a
new
market
by
serving
________ segment(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.
communication; customer solution
d.
customer solution; convenience
e.
communication; convenience


7.
This systematic collection and analysis of publicly available information about
competitors and developments in the marketing environment is very useful.
What is it called?
a.
marketing data
b.
marketing intelligence
c.
Web master
d.
sales and sales management
e.
secondary data


8.
Survey research is best suited for gathering ________ information.
a.
personal
b.
preference
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.
census
c.
secondary
d.
syndicated
e.
tertiary






10. ________ are people within a reference group who, because of special
skills, knowledge, personality, or other characteristics, exert influence on
others.
a.
Opinion leaders
b.
Habitual buyers
c.
Charismatic personalities
d.
Perceptionists
e.
Wild ducks

11.
________
are
defined
as
smaller
cultural
groups
of
people
with
shared
value systems based on common life experiences and situations.
a.
Alternative evaluations
b.
Cognitive dissonances
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
meaningful picture of the world.
a.
personality
b.
perception
c.
selective group
d.
habitual behavior
e.
assessment


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
segmentation is called ________.
a.
user status
b.
usage rate
c.
benefit
d.
behavior
e.
product frequency

14.

Mass
marketers,
such
as
Target
and
Venture
Stores,
ignore
market
segment differences and target the whole market with one offer. What is
their approach to segmenting?
a.
undifferentiated marketing
b.
differentiated marketing
c.
target marketing
d.
blanket marketing
e.
intelligent marketing


15.
A segmenting approach that has been around for a long time that can be
very
effective
—
________
—

tailors
brands
and
promotions
to
the
needs
and wants of specific cities, neighborhoods, and even specific stores.
a.
micromarketing
b.
differentiated marketing
c.
niche marketing
d.
local marketing
e.
A or D

16.

________
are
consumer
products
and
services
with
unique
characteristics
or
brand
identification
for
which
a
significant
group
of
buyers is willing to make a special purchase effort.
a.
Shopping products
b.
Unsought products
c.
Specialty products
d.
Industrial products
e.
Line extensions


17.

A(n) ________ is a name, term, sign, symbol, design, or a combination
of these, that identifies that maker or seller of a product or service.
a.
service
b.
brand
c.
co-brand
d.
internal market
e.
external market

18.
Product mix ________ refers to the number of different product lines the
company carries. Procter & Gamble markets 250 brands organized into
many product lines.
a.
length
b.
height
c.
width
d.
perimeter
e.
depth

19.
General
Electric
worked
with
Culligan
to
develop
its
Water
by
Culligan
Profile
Performance
refrigerator
with
a
built-in
Culligan
water
filtration
system. This is an example of ________.

a.
brand extension
b.
brand equity
c.
co-branding
d.
internal marketing
e.
cannibalization