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河北经贸出口行销学试卷

卷一

I.Defining the following terms.(20 points)

1.utility

2.marketing concept

3.customer value

4.market segmentation

5.product

II. True or false(25 points):

1.Marketing creates task utility, but not time or place utility. F

2. Competitive barriers are conditions that make it difficult to compete in a market. T

3. Marketing is basically selling and advertising. F

4. The objectives of a firm should direct the operation of the marketing department, but aren't important to the rest of the business. F

5. Placing the interests of individual consumers before the interests of business is nationalism. F

6. A decision support system (DSS) is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions. T

7. Use of the scientific method in marketing research helps managers make the best decisions possibleT.

8. Defining the problem is the first step in marketing research and is usually the easiest job for the researcher. F

9. One reason for the popularity of mail surveys is that the response rates are usually very high. F

10. According to economists, consumers are "economic buyers" who logically evaluate choices in terms of cost and value received to get the greatest satisfaction from spending their time and money. T 11.Motivation theory suggests that a consumer would not try to satisfy physiological and safety needs until social and personal needs have been completely satisfied. T

12.Reinforcement of a response decreases the likelihood of the same response the next time the drive occurs. T

13. A market is a group of sellers who offer substitute ways of satisfying customer needs. F

14. Market segmentation says that target marketers should develop one good marketing mix aimed at

a fairly large market. F

15. A "substantial" market segment is one that is big enough to produce a large sales volume. F

16. Planning place and promotion elements of a marketing mix is especially difficult if the dimensions of

a product-market are not operationa l. T

17.The "product" area is concerned with what goods and services are produced, but not with decisions about installation, instructions on use, packaging, a brand name, a warranty, or after-sale service. F

18.Consumer products that are bought often, routinely, and without much thought are staples. T

19.For different people, the same product might be a convenience product, a shopping product, or a specialty product. T

20."Branding" includes the use of trademarks and brand names to identify a product. T

21.Buying, selling, transporting, and storing are all universal marketing functions.T

https://www.docsj.com/doc/b66772753.html,pared to intensive distribution, selective distribution gives a producer a greater opportunity for profit but usually makes it more difficult for intermediaries to make a profit. F

23.The marketing manager's promotion job is to tell target customers that the right product is available at the right place at the right price. T

24.Sales promotion is special advertising or personal selling that is aimed at intermediaries in the channel. F

25.A markup is the dollar amount added to the cost of products to get the selling price. T

III. Multiple choices(35 points):

1. Micro-marketing

A) anticipates customer needs and directs need-satisfying goods and services from producer to customer.

B) applies to Nortel (a for-profit company).

C) applies to Mountain Equipment Co-op (a non-profit co-operative)

D) is more than persuading customers. E) all of the above.

2. Which of the following is NOT a basic objective of all firms?

A) organize to carry on the business and implement its strategies B) do something useful for society C) become a monopoly by driving competitors out of business

D) earn a profit E) All of the above are basic objectives.

3. Effective micro-marketing should begin with:

A) a decision about what the firm can produce efficiently.

B) evaluation of the effect of the firm's decisions on the macro-marketing system.

C) potential customer needs.

D) the marketing manager making important production, accounting,and financial decisions for the firm.

E) an effort to persuade unwilling customers to buy the firm's products.

4. The marketing concept can be applied by:

A) nonprofit clinics. B) national parks.

C) cosmetic manufacturers. D) a nurses association. E) all of the above.

5. When setting objectives for the whole firm, top management should:

A) set objectives beyond what can actually be achieved so everyone will work harder.

B) involve the marketing manager in the objective setting process.

C) stick to general objectives in order to maintain flexibility.

D) set objectives that focus on the highest possible immediate profit potential.

E) all of the above.

6. A marketing analyst for a seafood processor reports that a rising percentage of people are eating fish because it has less fat than beef. Clearly, this firm's opportunities may improve with this change in the:

A) political and legal environment. B) competitive environment. C) economic environment.

D) technological environment. E) cultural and social environment.

7. When getting information for marketing decisions, the marketing manager:

A) may need to make some decisions based on incomplete information.

B) may need to rely on instincts to make some decisions.

C) should have access to ongoing information about business performance.

D) All of the above are true. E) None of the above is true.

8. Procedures to gather and analyze new information to help marketing managers make decisions are called:

A) marketing research.

B) statistical techniques. C) nalytical research. D) strategy planning. E) operational planning.

9. Marketing research:

A) is useful for strategy planning but not for operational planning.

B) should be planned by research specialists only, because it requires technical statistical techniques.

C) should gather as much information as possible.

D) is likely to be more effective when guided by the strategy planning framework.

E) All of the above are true.

10. Which of the following statements concerning secondary data is correct?

A) Secondary data usually takes longer to obtain than primary data.

B) Secondary data is only available within the firm.

C) Secondary data was originally collected for some other purpose.

D) All of the above are correct. E) None of the above are correct.

11. Which of the following would NOT be a source of primary data?

A) observation studies B) surveys C) focus groups D) The Financial Post E) market tests

12. Which method of quantitative research would probably produce the best results when the questions are simple and require only quick "yes" or "no" answers?

A) personal interviews B) observation C) mail questionnaires

D) telephone intervie ws E) focus group interviews

13. Which of the following would be most helpful for predicting why a final consumer selects one of several similar brands?

A) behavioural science theories B) income data

C) population data D) consumer expenditure patterns E) All would be equally helpful.

14. According to the "hierarchy of needs" model, the first needs most people try to satisfy are their ______________ needs.

A) social B) safety C) hysiological D) personal E) any of the above

15. The fact that our eyes and minds seek out and notice only information that interests us is called:

A) preconscious perception. B) selective perception. C) selective retention. D) conscious cognition.

E) selective exposure.

16. When Pizza Hut shows a large close-up of a pizza in a television ad, they are:

A) appealing to the economic needs of the audience.

B) using a cue to encourage a particular response to the hunger drive.

C) appealing to the social needs of the audience.

D) encouraging selective retention. E) hoping to encourage extensive problem solving by the audience.

17. An attitude is:

A) the same as a belief. B) the same as an "intention to buy." C) easy to change.

D) a person's point of view about something. E) all of the above.

18. Which of the following would be the most difficult task facing a marketing manager?

A) promote existing attitudes

B) strengthen existing positive attitudes

C) create new attitudes toward his or her brand

D) discover the attitudes of the firm's target market

E) change existing negative attitudes

19. Bart DeGraffenreidt has an annual income of $120,000. What social class is he in?

A) The lower-middle class B) The upper-middle class

C) The upper-lower class D) The upper class E) There is not enough information to tel l.

20. Reference group:

A) influence is greatest for older people.

B) influence is equally strong for all products and brands.

C) influence is so strong that a person normally has only one reference group.

D) members may not even know the person whose attitudes they influence.

E) Both A and B are true.

21. he whole set of beliefs, attitudes, and ways of doing things of a reasonably homogeneous set of people is called their:

A) learned set. B) opinion set. C) motivation. D) personal environment. E) culture.

22. Extensive problem solving probably would be required by a recent college graduate in the purchase of:

A) a sports car. B) living room furniture. C) a new home. D) a colour TV set. E) all of the above.

23. The main difference between a generic market and a product-market is that:

A) product-markets usually don't involve competition, but generic markets do.

B) sellers in a generic market are more concerned with prices than sellers in a product-market.

C) a generic market is usually smaller than a product-market.

D) a generic-market involves a less similar set of needs than does a product-market.

E) There is no difference between the two.

24.A ballpoint pen, a typewriter, and a laptop computer might compete in the same:

A) product-market.

B) combined target market. C) multiple target market. D) generic market. E) single target market.

25.A firm's "relevant market for finding opportunities" should:

A) be no larger than the firm's present product-market.

B) usually be named in product-related terms.

C) be bigger than the firm's present product-market but not so big that the firm couldn't be an important competitor.

D) have no strong competitors. E) have no geographic boundaries.

26.Market segmentation:

A) is the same thing as positioning.

B) tries to identify homogeneous submarkets within a product-market.

C) assumes that most submarkets can be satisfied by the same marketing mix.

D) means the same thing as marketing strategy planning. E) All of the above are true.

27."Good" market segments are those that are:

A) substantial. B) homogeneous within. C) operational. D) heterogeneous between.E) All of the above.

28.Builders Tile Company wants to gain some economies of scale and limit its risk. Its broad product-market consists of three reasonably similar submarkets. To identify a target market, Builders should consider using the ______________ approach.

A) multiple target market B) single target market

C) mass marketing D) combined target market E) All of the above.

29.From a marketing perspective, product quality primarily depends on:

A) t he customer's specific requirements and needs.

B) the features of products offered by competitors.

C) quality control procedures used during manufacturing.

D) the price of a product. E) a product working as it is supposed to work.

30.Nike, Inc., markets several types of athletic shoes, along with clothing and fitness equipment. In other words, Nike has:

A) many product classes. B) several product lines.

C) no product assortment. D) product components. E) a battle of the brands.

31.Consumer product classes are based on ______________, while business product classes are based on ______________.

A) how the product is produced; how the product is sold

B) how the product is sold; how the product is produced

C) the price of the product; the quality of the product

D) how the product is to be used; the price for the product

E) how consumers shop for the product; how the product is to be used

32.Which of the following is (are) TRUE?

A) "Brand name" is a word, letter, or group of words or letters.

B) "Service mark" refers to all means of product identification.

C) "Branding" refers to the use of symbols to identify a product but does not include brand names.

D) A "trademark" must be attached to a product to be legally protected.

E) All of the above are true.

33."Noise" (in the communication process) refers to:

A) messages that are too loud or bold.

B) efforts by a firm's competitors to block its message channel.

C) the encoded message before it is decoded.

D) any distractions that reduce the effectiveness of the communication process.

E) radio advertising interference only.

34.What basic promotion objective should be emphasized by a producer introducing a really new product that satisfies customer needs better than any existing product?

A) Maximizing B) Informing C) Communicating D) Persuading E) Reminding

35.Trying to get the "cream" of a market (i.e., the top of a demand curve) at a high price before aiming at the more price-sensitive customers is consistent with a(n):

A) introductory price dealing policy. B) penetration pricing policy.

C) skimming pricing policy. D) flexible-price policy. E) sales-oriented pricing policy.

IV. Answer the following questions.(20 points)

1.What activities does marketing involve besides selling? (5 points)

2.How does marketing relate to the five kinds of economic utility?(5 points)

3.In the short cases that follow, a variety of psychological variables and social influences are operating to influence a consumer’s response. Iden tify the relevant psychological variables and social influences and briefly explain how each item is illustrated in the case.(10 points)

Joan and Paul Davis and their two children are considering the purchase of a recreational vehicle.

Paul is enthusiastic because, he argues, the RV would be perfect for family camping trips, as well as fishing trips with his friends. Joan is less in favour of the purchase. She is nvervous about camping in remote locations. She also remembers a report that RVs get low gas mileage and are, therefore, expensive to run. Paul is quick to point out that the same report described the large potential savings of a week-long vacation in a RV compared to staying at a hotel or motel.

a. Psychological variables

1)___________________ Explanation:____________________

2)___________________ Explanation:____________________

b. social influences

1)___________________ Explanation:____________________

2)___________________ Explanation:____________________

1.

Keys to paper 1

I.

1. utility - the power to satisfy human needs

2. marketing concept - the idea that an organization should aim all of its efforts at satisfying its customers ---- at a profit

3. customer value - concerns the difference between the benefits a customer sees from a firm’s market offering and the costs of obtaining those benefits

4. market segmentation – a two-step process of (1) naming broad product-markets and (2) segmenting these broad product-markets to select target markets and develop suitable marketing mixes.

5. product – the need satisfying offering of a firm

II.

1. F

2.T

3.F

4.F

5. F.

6.T

7.T

8.F

9.F 10.T 11.T 12.T 13.F 14.F 15.F 16.T 17.F 18.T 19.T

20.T 21.T 22.F 23.T 24.F 25.T

III.

1. E

2.C

3.C

4.E

5.B

6.E

7.D

8.A

9.D 10.C 11.D 12.D 13.A 14.E 15.D 16.E 17.D 18.E 19.E

20.D 21.E 22. E 23.D 24.D 25.C 26.B 27.E 28.D 29.A 30.B 31.E 32. A 33.D 34.B 35.C

IV.

1.Marketing is both a set of activities performed by organizations and a social process. The American

Marketing Association defines marketing as “ the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizatio nal objectives.” It is more than just selling or promoting.

2.marketing provides time, place and possession utility, and should guide decisions related to what

goods and services to produce to provide form and task utility.

3.

a. Psychological variables

1)PSSP hierarchy Explanation: Joan is afraid of being isolated – safety needs.

2)Selective Processes Explanation: Joan only remembers the part of the report that supports her

viewpoint.

b. social influences

1) Family Explanation: Paul wants to take family camping vacations, but Joan is concerned

about the family’s safety.

2) Reference group Explanation: Paul wants to take his friends on a fishing trip in “his” RV.

卷二

I. Defining the following terms.(20 points)

1. marketing

2.marketing information system(MIS

3. channel of distribution

4. positioning

5. product line

II.True or false(25 points):

1.Macro-marketing emphasizes how the whole marketing system works.

2. Pure competition can always be avoided, if a firm tries hard enough. F

3. The job of marketing is to guide the development of form and task utility, and to provide time, place, and possession utilities. T

4. Good relations with intermediaries, good location, and good salespeople are some of the many resources of a firm that should be evaluated when searching for new opportunities. T

5. Consumerism is a social movement that seeks to punish uncooperative businesses. F

6.Most marketing managers who see how a marketing information system (MIS) can help their decision-making are eager for more information. T

7.A marketing researcher using the scientific method develops and tests hypotheses about the relationships between things or about what will happen in the future. T

8.Unless the problem is precisely defined, research effort may be wasted on the wrong problem, and may lead to costly mistakes. T

9.Validity concerns the extent to which data measures what it is intended to measure. T

10.The economic-buyer theory assumes that consumers know all the facts and logically compare choices in terms of cost and value. T

11.Consumers do not usually see or hear all the stimuli that come their way. T

12.The main difference between attitudes and beliefs is that beliefs always involve liking or disliking,

but attitudes don't necessarily involve liking or disliking. F

13.The main difference between a "generic market" and a "product-market" i s whether customer needs are similar or different. F

https://www.docsj.com/doc/b66772753.html,ing one or two demographic dimensions to describe market segments usually provides enough detail for planning a marketing strategy. F

15.If a product-market segment is "homogeneous within," it is called a "substantial" target market.F

16.A product-market segment is "operational" if it is big enough to be profitable to the firm. F

17.A "product" should be thought of as potential customer satisfactions or benefits. T

18.Products that a consumer needs but isn't willing to spend much time shopping for are convenience products. T

19.Product class does not vary by country. F

20.Branding is more likely to be successful if the product is the best for the price, and quality can be maintained easily. T

21.Assorting activities involve putting together a variety of products to give a target market what it wants. T

22.Direct-to-users channels are rarely used because they are much more expensive and less efficient than using intermediaries. F

23.Personal selling involves direct spoken communication between sellers and potential customers. T

24.Sales promotion can be aimed at intermediaries, at final consumers, or even at a firm's own employees. T

25.Pricing objectives and policies should flow from company-level objectives. T

III. Multiple choices(35 points):

1. Which of the following is NOT likely to be found in a company with a marketing orientation? The company

A)sells whatever it can make. B)designs its packaging as a selling tool.

C)uses marketing research to see if it is satisfying its customers. D)sees delivery as a service.

E)focuses on locating new opportunities.

2. Marketing provides:

A) place, possession, and time utility. B) form, place, and possession utility. C) place and time utility.

D) form, possession, and time utility. E) task, place, and possession utility.

3. Regarding the five stages in marketing evolution:

A) in the marketing company era, firms do short-run planning only. B) most firms operate in the production era.

C) the first era to evolve was the sales era.

D) in the marketing department era, firms do both short-run and long-run planning.

E) None of the above are true.

4. Customer value refers to:

A) how much money the customer will spend in the next year.

B) how much money the customer will spend over his or her lifetime.

C) the value seen by the marketing offering when compared to the costs.

D) the value of costs when compared to interest rates.

E) the value of price when compared to interest rates.

5. The basic objective of a firm should be to:

A) engage in some specific business activity that will perform a socially and economically useful function.

B) develop an organization to carry on the business and implement its strategies.

C) earn enough profit to survive. D) All of the above. E) Only B and C above.

6.Consumer emphasis on fitness has created opportunities for firms like Nike, Nautilus and Schwinn, and illustrates the impact of the changing:

A) c ultural and social environment. B) political and legal environment.

C) competitive environment. D) technological environment. E) economic environment.

7.A _____________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make decisions.

A) marketing research department B) marketing logistics system C) marketing research project

D) marketing information system E) marketing model

8.Marketing research:

A) provides information for use in decision-making.

B) must be a joint effort between the researcher and the manager.

C) may be handled by outside specialists or by people within the firm.

D) All of the above are true. E) None of the above is true.

9.The most important and often the most difficult step in the marketing research process is:

A) defining the problem. B) gathering primary data.

C) interpreting the data. D) gathering secondary data. E) both B and C.

10.Secondary data:

A) is available both internally and outside the firm.

B) may not be specific enough to answer the question under consideration.

C) is often all that is needed to solve a problem.

D) should be considered before primary data is collected. E) all of the above.

11.Which of the following would be a source of primary data?

A) company records on sales, costs, and advertising

B) market tests C)Statistics Canada reports D)all of the above E)A and B only

12.Two similar groups of consumers are shown different magazines that include the same ad. Then each consumer is asked questions about the advertised product. This seems to be a description of:

A) a set of personal interviews. B) the experimental method.

C) a consumer panel research project. D) a set of focus group interviews. E)None of the above.

13.Joan Anderson is status-oriented. When she buys clothing, she only considers items with

well-known "labels" that her friends will notice. This behaviour illustrates:

A) the "economic buyer" model of buyer behaviour.

B) satisfying a need.C) satisfying a belief. D) satisfying a want.

E) All of the above are equally good answers.

14.Regarding consumer motivation, the text states that:

A) all needs and wants are caused by drives. B)wants are learned needs.

C) needs are the basic forces that motivate people to do something.

D)the terms "need" and "want" mean the same thing. E)Both B and C are correct.

15.Matt London has a cough and stuffy nose, and suddenly becomes aware of many TV ads for cold products that he never noticed before. This illustrates:

A)reinforced cognition.

B)selective exposure. C) selective retention. D) selective perception. E) None of the above.

16.Which of the following statements about learning is NOT correct?

A) Reinforcement in the learning process weakens the relationship between a cue and a response.

B) Almost all consumer behaviour is learned.

C) A marketing manager can use a package as a "cue."

D) Satisfaction with a product purchase is reinforcement.

E) Repeated reinforcement is likely to lead to routine buying.

17.The statement, "I like Hershey bars," is an example of:

A) a belief. B) an intention. C) a n attitude. D) none of the above.

18.Daniel Baker noticed during a weekly grocery shopping that 7-Up was on sale. Even though he could have saved money with the 7-Up, Daniel bought Sprite because that's the brand his children prefer. Daniel was responding to:

A) so cial influence. B) a drive. C) marketing influence. D) selective exposure. E) dissonance.

https://www.docsj.com/doc/b66772753.html,pared to lower-class consumers, middle-class consumers generally:

A) are more self-confident and willing to take risks.

B) have larger incomes. C) live for the present.

D) want help with decision-making. E) feel controlled by the world.

20.Marsha Cello was interested in a new camcorder. She discussed the various types with some knowledgeable friends and relied on their advice. Marsha's friends were acting as:

A) a lifestyle group. B) a reference group. C) a social class. D) an economic influence.

E) routinized decision-makers.

21.Extensive problem solving probably would NOT be required by young newly married couples in the purchase of:

A) a VCR. B) a car. C) a home. D) a stereo system. E) soft drinks.

22.The "adoption process" suggests that:

A) confirmation comes from a satisfactory evaluation.

B) decision usually follows trial and confirmation.

C) the decision to reject may follow confirmation.

D) confirmation must come before the decision to adopt or reject.

E) evaluation usually comes before trial and decision.

23.Which of the following is the best example of a "product-market"?

A) The computer market B) The convenience market

C) The young-adult dining market D) The status symbol market E) The water skis market

24.A pencil, a dictating machine, and a word processor might compete in the same:

A) product-market. B) target market. C) generic market. D) Any of the above.

E) None of the above.

25.Given its interest in the broad product-market for "ready-to-eat, health-conscious snack foods," which of the following should the Lifetime Foods Co. do FIRST?

A) S egment the product-market to try to identify homogeneous submarkets and select an attractive target market.

B) Determine whether to compete on a price basis.

C) Develop each of the four Ps at the same time.

D) Decide what product or products it will offer.

E) Develop a plan for getting wholesale and retail support from intermediaries.

26.Which of the following segmenting dimensions probably would be LEAST likely to result in segments that would meet the criteria that product-market segments should be "operational?"

A) sex. B) age. C) personality. D) income level. E) geographic region.

27.Which of the following is NOT one of the target marketing approaches for developing

market-oriented strategies in a broad product-market?

A) exc lusive. B) combined. C) single.

D) multiple. E) All of the above are target marketing approaches.

28.A food processor considering snack-food opportunities identified three possible market segments and gave them "nicknames": the dieters, health faddists, and nutrition-conscious parents. It developed a marketing mix around a line of good-tasting, nutritious children's snacks. The firm is apparently:

A) using a single target market approach.

B) using a combined target market approach.

C) using a multiple target market approach.

D) ignoring the criteria that good market segments should be operational.

E) relying on cluster analysis techniques.

29.From a marketing perspective, a high-quality copy machine is one that:

A) has the longest warranty.

B) is designed and manufactured to last the longest.

C) is produced with the best materials.

D) does a good job satisfying a customer's requirements or needs.

E) offers the most features.

30.Consumer product classes:

A) are based on how consumers think about and shop for products.

B) are based on how the product will be used.

C) suggest the type of marketing mix that should be used, but business product classes have little to do with the marketing mix that should be used.

D) are based primarily on how much effort is actually involved in making a purchase.

E) None of the above is true.

31.Consumer products that customers see as basically the same and want to buy at the lowest price are called:

A) unsought products. B) convenience products. C) comparison products.

D) heterogeneous shopping products. E) homogeneous shopping products.

32.Which of the following is (are) TRUE?

A) A "service mark" is to a service what a "trademark" is to a physical good.

B) "Trademark" refers to all means of product identification.

C) A "trademark" must be attached to a product to be legally protected.

D) All of the above are true. E) None of the above are true.

33.Which of the following is NOT true about intermediaries?

A) They specialize in trade rather than production.

B) They save time for other participants in a transaction.

C) They provide additional form utility.

D) All of the above are true. E) All of the above are not true.

34.When a firm uses promotion, its basic objective is to:

A) make its demand curve more inelastic.

B) shift its demand curve to the right. C) make its demand curve more elastic.

D) shift its demand curve to the left. E) Both A and B are correct.

35.A "skimming pricing policy":

A) usually involves a slow reduction in price over time.

B) means temporary price cuts to speed new products into a market.

C) is typically used during the sales decline stage of the product life cycle.

D) should be used if a firm expects strong competition very soon.

E) is most useful when demand is very elastic.

IV. Answer the following questions.(20 points)

1.What are the basic features of each stage of the product life cycle?(15 points)

a.In the ________________________ stage:

1._________________________________________________

2._________________________________________________

3._________________________________________________

4._________________________________________________

b.In the ________________________ stage:

1._______________

2._______________

3._________________________________________________

c.In the ________________________ stage:

1._________________________________________________

2._________________________________________________

3._________________________________________________

4._________________________________________________

5._________________________________________________

d.In the ________________________ stage:

1._________________________________________________

2._________________________________________________

3._________________________________________________

2.What are the three basic ideas included in the definition of the “marketing concept”? (5 points)

a._______________________________________________

b._______________________________________________

c.________________________________________________

keys to paper 2

I.

1. marketing – a set of decisions and processes that every organization uses to carry out an exchange with others, both inside and outside the organization.

2. marketing information system – an organized way of continually gathering, accessing and analyzing information that marketing managers need in order to make decisions.

3. channel of distribution – any series of firms or individuals who participate in the flow of products from producer to final user or consumer.

4. positioning – an approach that refers to how customers think about proposed and/or present brands in a market.

5. product line – a set of individual products that are closely related.

II.

1.T

2.F

3.T

4.T

5.F

6.T

7.T

8.T

9.T 10.T 11.T 12.F 13.F 14.F 15.F 16.F 17.T 18.T 19.F

20.T 21.T 22.F 23.T 24.T 25.T

III.

1.A

2.A

3.E

4.C

5.D

6.A

7.D

8.D

9.A 10.E 11.B 12.B 13.E 14.B 15.E 16.A 17.C 18.A 19.A 20.B 21.E 22.E 23.C 24.C 25.A 26.C 27.A 28.A 29.D 30.A 31.E 32.A 33.C 34.E 35.A

IV.

1. a. In the market introduction stage:

1. Sales are low.

2. Customers do not know about the product.

3. Informative promotion is needed.

4. Most companies experience losses.

b. In the market growth stage:

1. Industry sales grow fast.

2. Industry profits rise and then start falling.

3. Competition increases.

c. In the market maturity stage:

1. Sales level off.

2. Competition gets tougher.

3. Industry profits go down.

4. Less efficient firms can’t compete and drop out of the market.

5. Persuasive promotion becomes more important.

d. In the sales decline stage

1. New products replace the old.

2. Price competition increases.

3. Firms with strong brands may make profits until the end.

2. a. customer satisfaction

b. A total company effort

c. Profit – not just sales – as an objective

卷三

I.Define the following terms(20 points).

1.marketing

2.marketing research

3.market

4.branding

5.channel of distribution

II.True or false(25 points):

1.Changes in the demographic, social, political, economic, and technological environments have altered people's preferences for how they want their needs to be satisfied.

2.Micro-marketing activities are performed only by profit-oriented organizations.

3.A marketing-oriented firm would try to produce what customers want, while a production-oriented firm would try to get customers to buy what the firm has produced.

4.Ownership of patents, a familiar brand name, and financial strength are some of the many resources of a firm that a manager should evaluate when searching for new opportunities.

5.The cultural and social environment affects how and why people live and behave as they do.

6.The function of marketing research is to develop and analyze new information to help marketing managers make decisions.

https://www.docsj.com/doc/b66772753.html,e of the scientific method in marketing research forces researchers to use an inflexible process.

8.During the situation analysis, marketing researchers may talk to informed people within the company, study internal records, or search libraries for available information.

9.A marketing manager should seek help from research only for problems where the risk of a decision can be greatly reduced at a reasonable cost.

10.Economic needs are concerned only with getting the best quality at the lowest price. 11."Selective exposure" refers to a person's ability to screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs.

12.A consumer's belief about a product may have a positive or negative effect on his or her attitudes about the product.

13.A "generic market" is a market in which sellers offer substitute products that may be quite different.

14.Marketing-oriented managers see segmenting as an "aggregating" process.

15."Good" market segments need only to be homogeneous within and heterogeneous between.

16.A personality trait like moodiness is a good example of an "operational" segmenting dimension.

17.W hen comparing two similar products, the product with the most features is the higher-quality product.

18.The four groups of consumer products are convenience products, shopping products, specialty products, and unsought products.

19.The demand for business products derives from the demand for final consumer products.

20.Branding would be more likely to be successful if dependable and widespread availability of a

product is possible.

21.Firms that use direct distribution can usually adjust their marketing mixes faster than firms that use indirect distribution.

22.Exclusive distribution is selling through only one intermediary in each geographic area.

23.A point-of-purchase sample given to consumers is a good example of sales promotion.

24.A target return objective and a profit maximization objective are both profit-oriented objectives.

25.Sales-oriented pricing objectives don't refer to profit.

III. Multiple choices(35 points):

1. Complete acceptance of the "marketing concept" would require

A)having all production, finance, accounting, and human resource managers report directly to the marketing manager.

B)placing less emphasis on profit as the objective of the firm.

C)trying to satisfy the needs of each and every customer.

D)making sure that all departments focus their efforts on satisfying customer needs.

E)all of the above.

2. Which of the following statements about economic utility is NOT true?

A) Time utility means having the product available when the customer wants it.

B) Form utility is provided by making something out of something else.

C) Place utility means making the product wherever it can be done most efficiently.

D) T ask utility is provided when someone performs a task for someone else.

E) Possession utility gives a customer the right to use a product.

3. Which of the following statements best describes the modern view of marketing?

A) Marketing anticipates customer needs.

B) Marketing begins as soon as products are produced.

C) Marketing consists mainly of advertising and personal selling.

D) Marketing is only necessary for profit-oriented firms.

E) All of these statements reflect the modern view of marketing.

4.Ratman's rushed to market a non-cancer-producing cigarette that tasted great and satisfied all the needs of a social smoker. What concept does this product exhibit?

A) social responsibility B) the sales concept C) the production concept

D) the demographic concept E) the customer value concept

5.Along with studying trends in the environment, a first step in looking for attractive opportunities is to:

A) estimate product-market potentials. B) hire a marketing strategy planner.

C) find new markets for present products. D) understand the resources and objectives of the firm.

E) decide which product-markets the firm will enter.

6.A "Buy Canadian" campaign is an example of:

A) consumerism. B) federalism. C) environmentalism. D) transnationalism.

E) nationalism.

7.When getting information for marketing decisions, the marketing manager:

A) should have access to ongoing information about business performance.

B) may use both internal and external sources of information.

C) may need to rely on his or her own instincts to make some decisions.

D) may need to make some decisions based on incomplete information.

E) All of the above are true.

8.The first thing a marketing manager should do if one of his firm's products drops in sales volume is:

A) do a situation analysis. B) interview representative customers.

C) set research priorities. D) conduct a survey to see what is wrong.

E) define the problem.

9.A company that sells equipment through independent wholesalers wants to find out why sales are down in one region. An analyst is asked to interview the wholesaler in that region. This seems to be:

A) bad practice, since the problem has not been defined yet.

B) part of a situation analysis.

C) gathering information that will be analyzed by a statistical package.

D) the beginning of a focus group interview. E) None of the above is true.

10.Which of the following statements about secondary data is correct?

A) Secondary data is obtained only from sources outside of the firm.

B) Results of "old" surveys are not secondary data.

C) Secondary data is usually more expensive to obtain than primary data.

D) Secondary data may be available much faster than primary data.

E) All of the above are true.

11."Qualitative research" involves:

A) studying secondary data. B) talks with the firm's own managers.

C) "yes-no" questionnaires.

D) questioning to obtain in-depth open-ended responses. E) None of the above.

12.Statistical packages are:

A) product packages that make it possible to collect data at checkout counters.

B) easy-to-use computer programs that analyze data.

C) procedures used to be sure that a sample is random.

D) subscription research services that do quantitative research.

E) None of the above.

13.Which of the following is NOT a psychological variable?

A) perception B) attitudes C) learning D) culture E) personality

14.Good marketing managers know that:

A) marketing strategies can't influence consumer "wants."

B) marketers can't create internal drives in consumers.

C) it is not that difficult to develop a marketing strategy that gets consumers to do what they don't want to do.

D) All of the above are true.E) None of the above is true.

15.J erry Schultz is planning to buy a pair of running shoes. Recently, he has been noticing more Nike advertising on television. This is an example of:

A) selective exposure. B) effective target marketing. C) need satisfaction.

D) a physiological need. E) dissonance.

16.Which of the following statements about the learning process is true?

A) Reinforcement strengthens the relationship between a cue and a response.

B) A cue is a strong stimulus that drives an individual.

C) Cues are the causes of drives.

D) Learning occurs only when a drive is satisfied.

E) All of the above are true.

17.The statement, "Hershey bars are made with real chocolate" is an example of:

A) a belief.B) an intention. C) an attitude. D) none of the above.

18.Current consumer research suggests that the family's main purchasing agent is now:

A) the husband. B) the children. C) the wife.

D) It varies, depending on the product and the family.

19.A good marketing manager knows that:

A) reference groups usually have the most influence on purchases of products that are not easily seen by others.

B) a consumer's reference group may consist of people with whom the consumer has no

face-to-face contact.

C) a consumer's family is not a reference group.

D) most consumers have only one reference group. E) None of the above is true.

20.Opinion leaders:

A) are rarely actually involved in product-related discussions with the people who "follow" them.

B) are usually from the upper social classes. C) are people who influence others.

D) are usually wealthy and highly educated. E) All of the above are true.

21.Routinized response behaviour by consumers:

A) increases the time required to make a purchase decision.

B) is likely in a new purchase situation.

C) is most common for purchases where the consumer has much experience in how to meet a need.

D) is most likely when past purchases of similar products have not satisfied the needs.

E) is more likely when previous behaviour has not yet been reinforced.

22.Which of the following is NOT one of the steps of the "adoption process?"

A) Evaluation B) Trial C) Interest D) Involvement E) Awareness

23.Which of the following is LEAST likely to compete in the same generic market with the others?

A) toothpaste. B) hamburger. C) soft drink. D) ice cream. E) lettuce.

24.A product-market definition should include:

A) customer needs. B) geographic area. C) customer types. D) product type. E) All of the above.

25.According to the text, segmenting:

A) assumes that all customers can be clustered into profitable market segments.

B) is an aggregating process.

C) assumes that everyone should be treated as a separate target market.

D) uses scientific rules to decide how many submarkets exist.

E) is a disaggregating or "breaking down" process.

26.Which of the following criteria should a marketing manager use when segmenting a broad product-market?

A) The people within a market segment should be as homogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables.

B) The people in different market segments should be as heterogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables.

C) The segments should be substantial big enough to be profitable and operational useful for identifying customers and deciding on marketing mix variables.

D) All of the above. E) Only A and B above.

27.A food processor considering snack-food opportunities identified three possible market segments and gave them "nicknames": the dieters, health faddists, and nutrition-conscious parents. It developed a marketing mix around a line of good-tasting, nutritious children's snacks. The firm is apparently:

A) using a single target market approach.

B) using a combined target market approach.

C) using a multiple target market approach.

D) ignoring the criteria that good market segments should be operational.

E) relying on cluster analysis techniques.

28."Product" means:

A) all of the elements in a firm's marketing mix.

B) something that has been produced, packaged, branded, and given a warranty.

C) the entire physical output of a firm.

D) a physical good or service that offers potential customer satisfaction.

E) a physical good with all its related features.

29.A product line is a set of individual products that are closely related in which of the following ways?

A) They are sold through the same type of outlets.

B) They are sold to the same target market.

C) They are priced at about the same level.

D) They are produced and/or operate in a similar manner.

E) Any or all of the above.

30.Convenience products include:

A) staple products. B) emergency products. C) impulse products.

D) All of the above.E) Only A and B above.

31. Which of the following would probably be treated as a capital item by a large clothing manufacturer?

A) buttons. B) computer-controlled fabric-cutting machines.

C) cloth. D) zippers. E) none of the above.

32. The development of marketing intermediaries:

A) tends to make the exchange process more complicated, more costly, and harder to carry out.

B) usually reduces the total number of transactions necessary to carry out exchange.

C) tends to increase place utility but decrease time utility.

D) becomes less advantageous as the number of produces and consumers, their distance apart, and the number and variety of products increase.

E) All of the above are true statements.

33.A firm's promotion efforts may seek to:

A) shift its demand curve to the right.

B) make its demand curve more inelastic.

C) change the attitudes and behaviour of its target market.

D) All of the above are correct.

E) Only A and B are correct.

34.What basic promotion objective should be sought by a producer whose product is very similar to its many competitors' products?

A) Communicating

B) Informing

C) Reminding

D) Persuading

E) Promoting

35.Trying to sell a firm's new product to a large market at one low price is known as:

A) a penetration pricing policy.

B) a flexible-pricing policy.

C) non-price competition.

D) a skimming pricing policy.

E) introductory price dealing.

IV. Answer the following questions(20 points).

1.What are the five steps involved in the marketing research process? (10 points)

2.In the short cases that follow, a variety of psychological variables and social influences are operating

to influence a consumer’s response. Identify the relevant psychological variables and social

influences and briefly explain how each item is illustrated in the case.(10 points)

Joan and Paul Davis and their two children are considering the purchase of a recreational vehicle.

Paul is enthusiastic because, he argues, the RV would be perfect for family camping trips, as well as fishing trips with his friends. Joan is less in favour of the purchase. She is nvervous about camping in remote locations. She also remembers a report that RVs get low gas mileage and are, therefore, expensive to run. Paul is quick to point out that the same report described the large potential savings of a week-long vacation in a RV compared to staying at a hotel or motel.

a. Psychological variables

1)___________________ Explanation:____________________

2)___________________ Explanation:____________________

b. social influences

1)___________________ Explanation:____________________

2)___________________ Explanation:____________________

Key to paper 3

I.

1. marketing – a set of decisions and processes that every organization uses to carry out an exchange with others, both inside and outside the organization.

2.marketing research – procedures to develop and analyze new information to help marketing managers make decisions.

3. market – a group of potential customers with similar needs who are willing to exchange something of value with sellers offering various goods and/or services – that is, ways of satisfying those needs.

4.branding – the use of a name, term, symbol, or design – or a combination of these – to identify a product.

5. channel of distribution – any series of firms or individuals who participate in the flow of products from producer to final user or consumer.

II.

1.T

2. F

3.T

4. T

5. T

6.T

7.F

8.T

9.T 10.F 11. T 12.T 13.T 14.T 15.F 16.F 17.F 18.T 19.T

20.T 21. T22.T 23. T24.T 25.T

III.

1. D

2.C

3.A

4.A

5.D

6.E

7.E

8.E

9.B 10.D 11.D 12.B 13.E 14.D 15.B 16.A 17.A 18.D 19.B 20.C 21.C 22.D 23.A 24.E 25.B 26.A 27.A 28.D 29.E 30.D 31.B 32.B 33.D 34.D 35.A

IV.

1. a. Defining the problem

b. Analyzing the situation

c. Getting problem-specific data.

d. Interpreting the data

e. Solving the problem

2. a. Psychological variables

1)PSSP hierarchy Explanation: Joan is afraid of being isolated – safety needs.

2)Selective Processes Explanation: Joan only remembers the part of the report that supports her

viewpoint.

b. social influences

1) Family Explanation: Paul wants to take family camping vacations, but Joan is concerned

about the family’s safe ty.

2) Reference group Explanation: Paul wants to take his friends on a fishing trip in “his” RV.

卷四

II.Define the following terms (20 points).

1.utility

2.marketing concept

3. secondary data

4. market segment

5.product assortment

II.True or false (25 points):

1.Marketing activities should begin with potential customer needs, not with the production process.

2.The three basic ideas in the marketing concept are (1) putting the marketing manager in charge of the whole firm, (2) a competitive orientation, and (3) an emphasis on profit.

https://www.docsj.com/doc/b66772753.html,anizations that have adopted the marketing concept are concerned about marketing ethics as well as broader issues of social responsibility.

4.In monopolistic competition, sellers feel they have some competition in a market and consumers see competitive products as heterogeneous.

5.Most changes in the cultural and social environment come slowly.

6. It isn't necessary for marketing managers to be involved with marketing research specialists, since research requires statistical skills, which managers usually don't have.

7. The scientific method is a research process that consists of five stages: observation, developing hypotheses, predicting the future, collecting data, and using statistical methods of analysis.

8.During the situation analysis, a marketing researcher will evaluate primary data rather than secondary data.

9.Economic needs include such things as self-respect, accomplishment, fun, freedom, and relaxation. 10.Motivation, perception, learning, attitudes and lifestyle are psychological variables that affect consumer buying.

11.Adding lemon scent to a furniture polish is an example of using a positive cue.

12.Attitudes are good predictors of intention to buy.

13.A firm's "relevant market for finding opportunities" should be bigger than the present

product-market but not so large that it couldn't expand and still be an important competitor.

14. I deally, segmenters should start with the idea that each person is "one of a kind" and can be described by a special set of dimensions that may be used to aggregate similar customers together.

15."Good" market segments should be homogeneous (similar) within, heterogeneous (different) between, substantial, and operational.

16.The correct number of submarkets in a broad product-market is usually obvious, so the likelihood of managerial error is small.

17.A "product" might involve a physical good, a service, or a combination of the two.

18.There are two broad groups of product classes based on the type of customer that will use the product.

19.Business product classes are based on the way that buyers shop for and buy products, because there is much more shopping for business products compared to consumer products.

20.Brand names that convey a positive image in one language may be meaningless in another.

21.Some firms are forced to use direct distribution when they can't find intermediaries willing to carry innovative, new products.

22."Ideal market exposure" should make a product widely enough available to satisfy target customers' needs, but not exceed them.

23.A major advantage of mass selling is that the source can receive immediate feedback from the receiver.

24.Because the advertising, sales, and sales promotion managers all have similar outlooks and experiences, they usually work together very well to develop the right promotion blend.

25.A profit maximization pricing objective may lead to relatively low prices, especially if demand is very elastic.

III.Multiple choices (35 points):

1.The main difference between the "marketing department era" and the "marketing company era" is:

A)there is no difference.

B)more emphasis on short-run planning in the marketing company era.

C)whether the whole company is customer-oriented.

D)whether the president of the firm has a background in marketing.

E)more emphasis on selling and advertising in the marketing department era.

2. Having the right to use or consume a product is:

A) possession utility. B) form utility. C) place utility.

D) time utility. E) task utility.

3. Marketing is:

A) relevant to both business and nonprofit organizations.

B) a set of activities performed by individual organizations.

C) a social process. D)all of the above.

E) only A and B above.

4.When marketing people do long-range planning and the whole company is guided by the "marketing concept," the company has entered the ______________ era.

A) marketing company B) consumerism C) marketing

D) marketing department E) production

5.When looking for attractive opportunities, a marketing manager should consider:

A) the firm's marketing strengths.

B) the firm's producing capability and flexibility.

C) whether the firm has good relations with established intermediaries.

D) the firm's financial strength. E)all of the above.

6.Which of the following is an example of the cultural and social environment?

A) Growing acceptance of women in business. B) Growing popularity of exercise.

C) Increased desire for satisfaction with life. D) All of the above. E) None of the above.

7.A complete marketing information system:

A) is usually too complicated for the marketing manager to use without help from data-processing specialists.

B) provides a good overall view of many types of problems, but usually cannot provide answers to specific questions.

C) is organized to continually gather data from internal and external sources, including market research studies.

D)eliminates the need for "one-shot" marketing research projects. E)All of the above are true.

8.Marketing research:

A) is not needed by business marketers because their needs are different.

B) can get the "facts" that are not available in the MIS.

C)should be planned by marketing managers who understand the problem not researchers.

D) should be planned by research specialists who understand research techniques better than marketing managers.

E) is only needed by producers who use long channels of distribution.

9.A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is the:

A) DSS method. B) marketing models method.

C) statistical method. D) MIS method. E) scientific method.

10.A marketing manager wants to know why her sales are down. She talks with several sales reps and finds that a competitor has introduced a successful new product. This "research" seems to be part of

A)the data interpretation stage. B) the problem definition stage of the research process.

C) obtaining problem-specific data. D) the situation analysis. E)the problem solution stage.

11.The big advantage of qualitative research in marketing is:

A) the analysis can be handled on a personal computer.

B) ease of interpretation. C) the in-depth responses it provides.

D)it provides a good basis for statistical analysis. E)None of the above.

12.The total group a survey researcher is interested in is called the:

A) representative group. B)population. C) confidence interval group.

D) sample. E)None of the above.

13.Good marketing managers know that:

A) marketing strategies can't influence consumer "wants."

B) marketers can't create internal drives in consumers.

C) it is not that difficult to develop a marketing strategy that gets consumers to do what they don't want to do.

D) All of the above are true.E) None of the above is true.

14.Which of the following statements about "needs" is true?

A) The order in which needs are satisfied can vary.

B) A higher-level need may develop before lower-level needs are all satisfied.

C) A particular product may satisfy more than one need at the same time.

D) If lower-level needs are reasonably satisfied, those at higher levels become more dominant.

E) All of the above are true.

15.On his way to a Ford dealership to pick up a new truck he has purchased, Ben Coleman hears a Chevy ad that says that Chevy trucks have more power than Ford trucks. Ben thought that the ad said that the Fords had more power. This illustrates:

A) reinforcement. B) selective exposure.

C) selective retention. D) selective perception. E) learning.

16.Which of the following is NOT a major step in the learning process?

A)Cues B)Reinforcement C) Response D) Dissonance E) Drive

17.The statement, "I plan to see the new Harrison Ford movie," is an example of:

A) a belief. B) an intention. C) an attitude. D) a drive.

E) reinforcement.

18.Reference-group influence would be weakest for determining the particular ______________ a eperson buys.

A) laundry soap B) car C) clothing D) watch E) cosmetics

19.Opinion leaders:

A) for one subject are also usually opinion leaders for other subjects too.

B) are usually wealthier and better educated than their followers.

C) for one social class usually are not opinion leaders for another social class.

D) All of the above are true. E) None of the above is true.

20.homas Harrison went to a grocery store to buy his favourite brand of ice cream. However, the store was temporarily out of that brand, so he looked over the other familiar brands and decided to try a well advertised brand. This case illustrates:

A) extensive problem solving. B) routinized response behaviour.

C) limited problem solving. D) intensive problem solving.

21.Routinized response behaviour probably would be used by many consumers in the purchase of:

A) milk. B)soap. C)salt. D)canned fruit. E)all of the above.

22.Ron Talbott has noticed several television commercials for Tender-- a new brand of shampoo. While washing his hair, he thinks about what would happen if he replaced his current shampoo with Tender. What stage in the adoption process has Ron reached?

A)Interest B)Awareness C) Decision D) Evaluation

E) Feedback

23.Which of the following is LEAST likely to compete in the same generic market with the others?

A) tabasco sauce. B) salt. C) pepper. D) peanuts. E) garlic powder.

24.Which of the following is NOT part of a product-market definition?

A) information about which specific retailers will sell the product

B) a description of the type of product

C) information about the final customer (or user) of the product

D) information about consumer needs

E) All of these should be included.

25.The main difference between naming broad product-markets and market segmentation is:

A) naming involves breaking down markets, while segmentation involves aggregating customers with similar needs.

B) naming involves looking for similarities, while segmentation involves looking for

differences.

C) naming is concerned with product features, while segmentation is concerned with customers.

D) naming is a computerized process, while segmentation requires more thought.

E) None of the above is true.

26."Good" market segments are those that are:

A) heterogeneous within. B) operational and substantial.

C) homogeneous between. D) all of the above.

E) only B and C above.

27.Builders Tile, Inc., defined six submarkets within its broad product-market. To obtain some economies of scale, Builders decided NOT to offer each of the submarkets a different marketing mix. Instead, it selected three submarkets whose needs are fairly similar, and is counting on promotion and minor product differences to make its one basic marketing mix appeal to all three submarkets. Builders is using the:

A) multiple target market approach. B) mass marketing approach.

C) single target market approach.

D)combined target market approach.E)All of the above.

28.Which of the following is a "product"?

A) a dental exam B) a used car C) a haircut D) a bus ride

E) all of the above

29.A large Canadian firm produces toothpaste, coffee, potato chips, shortening, dishwashing detergent, laundry detergent, deodorant, and mouthwash. These are the firm's:

A) individual products. B)marketing mix. C)product line. D)product classes. E)product assortment.

30.If a consumer product is used regularly and usually bought frequently and routinely with little thought (although branding may be important), this product is:

A) a staple product. B)a casual product.

C) a homogeneous shopping product. D) a routine product.

E) a specialty product.

31.Which of the following would probably be treated as a capital item by a large clothing manufacturer?

A) buttons. B) computer-controlled fabric-cutting machines.

C) cloth. D) zippers. E) none of the above.

32.An intermediary is LEAST likely to provide:

A) economic utility. B)form utility.

C)possession utility. D)time utility. E)place utility.

33.Good marketing managers know that:

A) the trustworthiness of the source does not affect how receivers evaluate a message.

B) different audiences may see the same message in different ways.

C) a major advantage of personal selling is that noise can be eliminated.

D) noise in the communication process improves promotion effectiveness.

E)All of the above are true.

34.In promotion to final consumers:

A) reminder ads may be all the promotion that is needed for products that have won brand preference or insistence.

B) personal selling is effective for technical products and services.

C) mass selling and sales promotion are the dominant promotion methods.

D) aggressive personal selling is usually found only in expensive channel systems.

E) All of the above are correct.

35.Which pricing policy is probably "best" for a profit-oriented, low-cost producer who is introducing a new product into a market with elastic demand and is expecting strong competition very soon after product introduction?

A) Penetration pricing B) Status-quo pricing

C) Meeting competition pricing D) Skimming pricing

E) Introductory price dealing

IV. Answer the following questions(20 points).

1. Decisions made regarding product purchases and product use are based in substantial part on one’s

perception and use of time and on how time is processed within the mind. Briefly provide three examples to illustrate this statement. ( 10 points)

a.__________________________________________________

b.__________________________________________________

c.__________________________________________________

2. What are the three basic ideas included in the definition of the marketing concept? (5 points)

a. ______________________________ guides the whole system.

b. ______________________________ means the team approach.

c. ______________________________ is necessary for survival and success.

3. The marketing research process is a five-step application of the scientific method that include (5 points):

a. __________________________________

b. ___________________________________

c. ___________________________________

d. ___________________________________

e. ___________________________________

I.

1. utility – the power to satisfy human needs.

2.marketing concept – the idea that an organization should aim all of its efforts at satisfying its customers – at a profit.

3. secondary data – information that has been collected or published already.

4.market segment – a relatively homogeneous group of customers who will respond to a marketing mix in a similar way.

5.product assortment – the set of all product lines and individual products that a firm sells.

II.

2.T 2. F

3.T

4.T

5.T

6. F

7.F

8.F

9.F 10.T 11.T 12.T 13.T 14.T 15.T 16.F 17.T 18.T 19.F

20.T 21.T 22.T 23.F 24.F 25.T

III.

1.C

2.A

3.D

4.A

5.E

6.D

7.C

8.B

9.E 10.D 11.C 12.B 13.D 14.D 15.E 16.D 17.B 18.A 19.C 20.C 21.E 22.D 23.D 24.A 25.A 26.B 27.D 28.E 29.E 30.A 31.B 32.B 33.B 34.E 35.A

IV.

1. a. selective exposure b. selective perception

c. selective retention

2. a. customer satisfaction b. the whole company effort

c. profit

3. a. defining the problem b. analyzing the situation

c. getting problem-specific data

d. interpreting the data

e. solving the problem

卷五

Test Paper for Basic Marketing (5)

III.Define the following terms (20 points).

1.customer value

2.mission statement

3.MIS

4.segmenting

5.branding

II.True or false (25 points).

1.During the "marketing company era," the total company effort is guided by the idea that customers exist to buy the firm's output.

2.Adopting the marketing concept rarely requires any change in a firm's attitudes, organization structure, or management methods and procedures.

3.The marketing concept says that it is a firm's obligation to improve its positive effects on society and reduce its negative effects.

4.The first step in a competitor analysis is to identify potential competitors.

5.The cultural and social environment affects how and why people live and behave as they do.

6. Marketing managers should be able to explain the kinds of problems they are facing and the kinds of marketing research information that will help them make decisions.

7.Defining the problem is the first step in marketing research and is usually the easiest job for the

researcher.

8.The government, advertising agencies, newspapers, trade associations, and research subscription services are all useful sources of primary data.

9.Family, social class, reference groups, and culture are the intrapersonal variables that affect a consumer's buying decisions.

10.The "hierarchy of needs" model suggests that we never reach a complete state of satisfaction, and that as lower-level needs are satisfied, higher-level needs become more dominant.

11.A perfume ad that suggests that people who use the product have more appeal to the opposite sex is an example of a positive cue.

12. The group of people to whom an individual looks when forming attitudes about a particular topic is his or her reference group for that topic.

13.The definition of a product-market includes a product type, while the definition of a generic market does not include a product type.

14.One of the difficult things about segmenting is that not every customer will neatly fit into some market segment.

15.A "good" product-market segment should be composed of people who are as homogeneous as possible with respect to their likely responses to marketing mix variables.

16.With the "multiple target market approach" the marketer combines two or more homogeneous submarkets into one larger target market as a basis for one strategy.

17.A "product" might involve a physical good, a service, or a combination of the two.

18.Goods are intangible and services are tangible.

19.Business product classes are based on how buyers see products and how the products are to be used.

20.It is usually necessary for a firm to use a family brand rather than individual brands if it plans to offer products at different quality and price levels to different target markets.

21.Intensive distribution is selling a product through all responsible and suitable wholesalers or retailers who will stock and/or sell the product.

22. Mass selling includes both advertising and publicity.

23.Because publicity is "free," it is usually far less effective than advertising if the firm has a new message.

24.The basic idea behind integrated marketing communications is that it is critical for all of the different firms in a channel of distribution for a product to have an input in developing the advertising campaign for the product.

25.Sales-oriented pricing objectives are sensible because sales growth almost guarantees higher profits.

III.Multiple choices(35 points):

1. Non-profit organizations:

A) may provide services to people paid for by others.

B)have the same measures of success as a for-profit business.

C)do not have a profit objective, so the marketing concept does not apply.

D)are fundamentally different from business firms; so they should adopt a production orientation rather than a marketing orientation.

E)do not face competition.

2.Marketing and production combine to provide five economic utilities. Which of the following is NOT one of these five?

A) place. B)time. C) product.D) form. E) possession.

3.Micro-marketing:

A) should begin as soon as goods are produced.

B) does away with the need for advertising.

C) says that marketing should take over all production, accounting, and financial activities.

D) applies to both for-profit and nonprofit organizations.

E) All of the above are true.

4.The owner of a company that produces paper sees many competitors with extra capacity and says the "only hope is that our sales manager, who makes all of our marketing decisions, will find a way to sell more paper." It seems that this company is run as if it were in the:

A) simple trade era. B) marketing company era.

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