《英文版市场营销学期末试卷6.doc》由会员分享，可在线阅读，更多相关《英文版市场营销学期末试卷6.doc（8页珍藏版）》请在金锄头文库上搜索。
1、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 relation
2、ships by delivering _ to customers.a. competitive pricesb. superior valuec. superior serviced. superior promotione. product assortment 2. Customer satisfaction depends on the products perceived value relative to the buyers _.a. cost of obtaining the productb. expectationsc. cost of competing product
3、sd. cost of the lost experiencee. all of the above3. 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 marketingb. deregulationc. demarketingd. gray marketinge. integration4.Your firm is
4、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 positioningb. target marketing, market positioning, market segmentationc. market positioning, market segmentation, target mark
5、etingd. market segmentation, market positioning, target marketinge. mass marketing, demographic segmentation, psychographic segmentation5.A company with limited resources might enter a new market by serving _ segment(s).a. the largestb. the most profitablec. duald. one or a fewe. three or more 6. To
6、day the four Ps are compared to the four Cs. Product and place are called _ and _, respectively.a. convenience; customer solutionb. customer cost; conveniencec. communication; customer solutiond. customer solution; conveniencee. communication; convenience 7. This systematic collection and analysis o
7、f publicly available information about competitors and developments in the marketing environment is very useful. What is it called?a.marketing datab.marketing intelligencec.Web masterd.sales and sales managemente.secondary data 8. Survey research is best suited for gathering _ information.a.personal
8、b.preferencec.attituded.descriptivee.exploratory9. Which form of data can usually be obtained more quickly and at a lower cost?a.primaryb.censusc.secondaryd.syndicatede.tertiary 10._ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics,
9、 exert influence on others.a.Opinion leadersb.Habitual buyersc.Charismatic personalitiesd.Perceptionistse.Wild ducks11._ are defined as smaller cultural groups of people with shared value systems based on common life experiences and situations.a.Alternative evaluationsb.Cognitive dissonancesc.Subcul
10、turesd.Motivese.Attitudes12.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.personalityb.perceptionc.selective groupd.habitual behaviore.assessment 13. Markets can be segmented into gr
11、oups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called _.a. user statusb. usage ratec. benefitd. behaviore. product frequency14. Mass marketers, such as Target and Venture Stores, ignore market segment differences and targ
12、et the whole market with one offer. What is their approach to segmenting?a. undifferentiated marketingb. differentiated marketingc. target marketingd. blanket marketinge. intelligent marketing 15. A segmenting approach that has been around for a long time that can be very effective_ tailors brands a
13、nd promotions to the needs and wants of specific cities, neighborhoods, and even specific stores.a. micromarketingb. differentiated marketingc. niche marketingd. local marketinge. A or D16. _ are consumer products and services with unique characteristics or brand identification for which a significa
14、nt group of buyers is willing to make a special purchase effort.a. Shopping productsb. Unsought productsc. Specialty productsd. Industrial productse. 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 serv
15、ice.a. serviceb. brandc. co-brandd. internal markete. external market18. Product mix _ refers to the number of different product lines the company carries. Procter & Gamble markets 250 brands organized into many product lines.a. lengthb. heightc. widthd. perimetere. depth19. General Electric worked with Culligan to develop its Water by Culligan Profile Performance refr
