英文版市场营销学期末试卷13

1/4SECTION1:TrueandFalseTOTAL20marksForeachofthefollowing,placea“T”ifthestatementis“true”,“F”ifthestatementisfalse.(20marks)___F___1.Whenthepricesetterstressesthesupplyorcostsideofthepricingproblem,theyareusingcompetition-orientationpricing.__F___2.Whenaconsumerlearnsaboutanewproductforthefirsttimeandmakesadecisiontotryit,theconsumerisengagedinthealternativeevaluationprocess.___T___3.Consumerspositionproductsintheirmindsinordertosimplifythebuyingprocess.__F____4.Theretailpositionmatrixmakesuseofthesetwodimensions:widthanddepthofproductline.____T__5.Whenacompanychoosesatargetmarketingstrategy,itschoicesareinfluencedbyfactorsrelatedtocompanyresources,thedegreeofproductvariability,andtheproduct'slife-cyclestage__T____6.Thepurchaseofabottleofwaterisalow-involvementpurchase.__F____7.Intensivedistributionseeksmanyoutletsinamarket,whileselectivedistributionseeksonlyoneoutletinagivenmarketarea.__T___8.Thefrequentuseofpromotionalpricingcanencouragecustomerstoonlybuywhenabrandisonsale_F_____9.Directmarketingrarelyoccursonaone-to-one,interactivebasis.__F___10.Inintroductionstage,acompanyretainstheproductbutreducesmarketingsupportcosts.Section2：MultipleChoices(20marks,2foreach)1._____c_____isthetermthatdescribestheactionsapersontakesinpurchasingandusingproductsandservices.a)Marketingb)Marketresearchc)Consumerbehaviord)Consumermanagemente)Purchasedevelopment2.A“quality”messagemaybeusedfortheHUMmerswhilea“connectivity”messagemaybeusedfortheExecutiveWarriors.Thisisanexampleof__________.a)positioningb)selectivemarketingc)brandingd)marketsegmentatione)targeting2/4Ans:a3.Theframeworktorelatethemarketsegmentsofpotentialbuyerstoproductsofferedorpotentialmarketingactionsbythefirmiscalled:da)Actiongridb)Relationgridc)Productgridd)Procuduct/Marketgrid.4.Tohandleproductsinthedeclinestageoftheproductlifecycle,companiesoftenuseeither__________.a)diversificationorharvestingb)diversificationorcontractingc)deletionorharvestingd)deletionordiversificatione)buildingorcontractingAns:c5.Pricingconstraintsare__________.a)barriersthatmustbeovercomeinordertosetpricingobjectivesb)competitivepricingadvantagesonefirmhasoveranotherc)differentpricingstrategiesforeachofthefirm'sproductsd)factorsthatlimittherangeofpricesafirmmaysete)anothernamefordemandcurvesAns:d6.Whenafirmdistributestotwoormoredifferenttypesofchannelsforthesameproduct,thisiscalled:Da)Doublechanneldutyb)Dualnetworkc)Splitdistributiond)Dualdistribution7.__________isthemarketingoftwoormoreproductsforasinglepackageprice.a)Packagedpricingb)Loss-leaderpricingc)Bundlepricingd)Tie-inpricinge)Multi-productpricingAns:c8.___________ariseswhenonechannelmemberbelievesanotherchannelmemberisengagedinbehaviorthatpreventsitfromachievingitsgoals.a)Channelconflict3/4b)Disintermediationc)Cross-dockingd)Partnershipinconsistencye)RelationshipvarianceAns:a9.Whichmethodofclassifyingretailoutletswouldbemostappropriatefordescribingallfranchiseoperations?a)Formofownershipb)Levelofservicec)Merchandiselined)Methodofoperatione)RevenuegeneratedAns:a10.Inwhichformofretailoutletwouldcustomersbeofferedconvenience,qualitypersonalserviceandlifestylecompatibility?a)Corporatechainb)Administeredsystemc)Contractualsystemd)IndependentretailerAns:dSECTION3:SHORTANSWERS(60marks)1.Distinguishbetweenadirectandanindirectchannel(6marks).Pleasegiveanexampleforeachchannelstructure(4marks)Ans:adirectchanneloccurswhenaproducerandultimateconsumersdealdirectlywitheachother.Becausetherearenointermediaries,theproducermustperformallchannelfunctions.Indirectchannelsoccurwhenintermediariesareinsertedbetweentheproducerandconsumersandperformnumerouschannelfunctions.2.Describethecharacteristicsofeachstageofproductlifecycle.Anddiscusstheroleofpromotioninthefourstagesoftheproductlifecycle(20marks)Ans:Thefirststageisintroduction.Theprimaryjobforpromotionhereistoinformandincreaseawarenessoftheproductamongconsumers.(5markseachstage)Thesecondstageisgrowth.Heretheprimarytaskistopersuadetheconsumertobuyyourbrandratherthansubstitutes.Thethirdstageismaturity.Here,youwanttomaintainexistingbuyersandremindconsumersoftheproduct'sexistence.Thefourthandfinalstageisdecline.Thisisusuallyaperiodofphase-outforthe4/4productandlittleeffortormoneyisexpended,especiallyinsalespromotions.3.AssumeyouaremanagerofTheOutbackSteakHouse,afranchisedrestaurantthathasnewlyopenedinShanghai.Describehowyouwouldsegmentthemarketaccordingtosegmentationbases,usingasmanysegmentationvariablesasyoucanandexplainingwhyeachvariableisappropriate.(20marks)Ans:[Studentsmightselectanysegmentationvariables]However,themostlikelyincludethese:Thefirstdimensionwouldbegeographicwithsegmentationvariablesdesignedtodescribethosepeoplewithinareasonabledrawareaaroundtherestaurant.TheycouldbedefinedbyZIPCode,censustractorsubdivision.Thenextdimensionshouldbedemographics,includinghomeowners,youngadults,married,probablywithchildren.Alsoimportantwouldbehouseholdincome,perhapsrelatedtooccupations.TheOutbackmanagerwouldseekthosepeoplewhohadnotonlytheneed,butalsothemeanstodineattherestaurantanddemographiccorr