市场营销学英文习题 (2)

4, Which form of marketing communications is least likely to be used by retailers? C

a. Print advertising.

b. Point of purchase promotions. c. Personal selling. d. Broadcast advertising.

5, All of the following are part of an attractive niche EXCEPT: D a. the niche has variety-seeking consumers. b. consumers in the niche have distinct needs.

c. the niche is not likely to attract heavy competition.

d. the niche can specialize and therefore realize certain economies.

6, If you go to a national electronic appliance chain store in China, you will find more air conditioners but fewer heaters in southern China where it is hot. A chain store in northeastern China where it is cold, however, sells more heaters but fewer air conditioners. The Chinese chain store realizes that the people in each of these areas do not have the same needs and should therefore not be offered the same products. This is an example of __________.B a. benefits segmentation b. geoclustering

c. demographic segmentation d. behavioral segmentation

7, Best Buy will often try to sell a buyer of a high-end television monitor an extended warranty. This is an example of selling a __________. B a. pure tangible good

b. tangible good with accompanying services c. hybrid

d. pure service

8, What are the two solutions to unprofitable customers? D a. Lower fees; reduce service. b. Lower fees; increase service. c. Raise fees; increase service. d. Raise fees; reduce service.

9, According to the work of Frederick Herzberg _______________. C

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a. a person moves from stated instrumental motivation to terminal ones b. people are driven by particular needs at particular times

c. polite store clerks will not necessarily be a satisfier for a consumer, but impolite ones would be a dissatisfier

d. a bottle of Estee Lauder perfume arouses a different set of motives in consumers than an Avon perfume

10, Which of the following is NOT a benefit of brand loyalty? D a. Loyalty provides predictability.

b. Loyalty allows for company security of demand.

c. Loyalty can translate into consumer willingness to pay a higher price. d. Loyalty is easily matched by competitors.

C. Short Essay Questions (15‘+15‘=30‘)

1, An automobile manufacturer would like to introduce a new model with extremely powerful engine. It would like to market this new model to one of the 3 target consumer groups. They randomly sample research the female consumers and get the following results of cluster analysis. The leftmost column represents the product attributes. And the entries under the labels of cluster 1, cluster 2 and cluster 3 represent the mean values of importance of attributes to each group of consumers.

Cluster Centers

Cluster 1 Cluster 2 Cluster 3

SPEEDY COMFORT SAFETY

EASY TO CONTROL

ROOMY FASHION ECONOMIC

5.48 3.68 5.86 2.38 2.08 6.58 2.90

5.40 6.50 4.30 3.50 4.30 5.60 4.50

5.34 3.16 4.32 4.28 2.98 4.70 4.16

Moreover, some of the demographic profiles of the three consumer groups are provided as follows:

Cluster 1 Cluster 2 Cluster 3 Age

27

35

55

7

Monthly Income

Likelihood of getting product

information from TV Likelihood of getting product information from newspaper Likelihood of getting product

information from friends

Likelihood of being a manager Likelihood of being a profession

al

Likelihood of being a blue collar

s

8000 0.2 0.5 0.8 0.1 0.6 0.2

15000 0.7 0.5 0.4 0.6 0.2 0.2

5500 0.8 0.2 0.6 0.4 0.2 0.4

Questions:

a, Please identify which group of consumers the manufacturer should target? And explain why? (5‘)

cluster1. powerful engine can provide speedy cars that cluster 1 consumers need most

b, Please identify which method should the manufacturer communicate with the target consumers? And why? (5‘)

cluster 1 most likely get information from friends.

c, Please specify the pricing strategy the manufacturer should use to market this product. (5‘)

high price as they care less of economy of automobiles. Relatively high income

2, Happy Days seafood restaurant in Sanya of Hainan Province has just been bought by a young and rich Chinese businessman. The new owner wants to make Happy Days stand out among the many competitors by being the highest quality restaurant. Explain at least five ways Happy Days quality could be improved. (15‘)

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? ? ? ? ?

Reliability: keep consistently high quality Assurance

Tangibles: some tangible goods Empathy, think in customer’s way

Responsiveness: arrange helpers to respond to customer’s need

得分 D. Long Essay Questions (20‘)

China Premium League Football Match is a popular TV program in China. Please choose to answer 1 out of 2 questions as below.

3) Please discuss the marketing efforts of China Premium League Football Match itself, in terms of traditional marketing mix: price, product, promotion and place. What is doing right and what is left to be improved in future? Answer keys:

Price: OK. Not too expensive.

Product: really bad. Corruption everywhere. If the product quality is too bad, it may drive audience away.

Promotion: OK. With some new features. Place: OK covering all major cities in China.

4) Please answer whether a company should or should not take advantage of China Premium League Football Match to market its products. If you choose yes, please explain how to market the product by China Premium League Football Match. If you choose no, please explain why you would not like to market the product by China Premium League Football Match.

Answer keys:

Yes. High exposure rate so far. Sporty goods, goods purchased by male are more appropriate than products purchased usually by female.

No. The League match is really too bad and destroys the reputation of products advertised with them.

A, True or False (2‘X10=20‘)

11. Inter-organizational relationship is a unique phenomenon in China

12. The marginal effect of advertising on sales is always same throughout

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different stages of new product diffusion. 13. Frequent price promotion hurts brand equity.

14. The sales quantity of a new product is evenly distributed in different time

periods.

15. Advertising is a more efficient way to increase consumer‘s new product

awareness level than personal communication.

16. Bundled products are always priced lower than non-bundled products.

17. New product development involves very high cost and risks of failure.

Therefore, companies should not develop new product.

18. The higher the price, the lower the demand, given others constant.

19. Product line extension could possibly damage the reputation of the mother

brand.

20. The marketing concept holds that the key to achieving organizational goals

consists of the company being more effective than competitors in creating, delivering, and communicating superior customer value to its chosen target markets.

Answers: 1,F 2,F 3,T, 4,F 5,T, 6,F, 7,F 8,F, 9,T, 10, T

B. Multiple Choices (3‘x10=30‘)

1, Which of the following could explain why the prices of ice cream products made by Haagen-dazs are much higher in China market than in US market?

a. the income level of the target customers in China is higher than income level of the target customers in US.

b. the transportation across the continent involves very high cost c. the company uses market-skimming pricing tactic

d. the quality level of Haagen-dazs product in China is much higher than that in US.

2, Starbucks offers a special mug worth a price of RMB30 to the customers. With this mug, customers could save RMB2 each time they purchase any Starbucks coffee. Which of following could best explain Starbuck‘s profit driven behavior? a, environment sustainability b, two-part tariff extracting more consumer surplus c, attracting more customers d, transfer to mug industry

3, General Mills offers different product lines in China market from those in US. What kind of strategy General Mills uses here in the world marketplace? a, price discrimination b, cost leadership c, focus

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