市场营销学英文习题 (4)

d, the sales force

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

9, In the absence of noticeable and rapid healing, Susan is not sure whether she got good service by her physician. Medical services are a good example of this type of difficulty— __________—where the consumer finds hard to evaluate even after consumption. a. search qualities b. experience qualities c. credence qualities d. differentiation qualities

10, Intel, one of the largest producers of integrated circuit chips, puts a great deal of effort into expanding production of chips to drive down the cost and thus expand the market. This is most indicative of the __________ concept. a. production b. product c. customer d. marketing

1,a 2,b 3,d 4,b 5,a 6,d 7,b 8,d 9,c 10,a

C. Short Essay Questions (10‘+10‘=20‘)

1, Perform a limited SWOT analysis for the Wal-Mart company. (10‘)

Strength: low price, scale of economy, high bargaining power to supplier and customer, strong reputation

Weakness: low service

Opportunity: expansion to other country and area

Threat: strong local competitors with established relationship with suppliers.

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.

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Explain at least five ways Happy Days quality could be improved. (10‘)

? ? ? ? ?

Reliability Assurance Tangibles Empathy, and Responsiveness

OR.

Identify high quality food

Hire highly skilled chefs and waitress Standardize cooking and serving process

Cultivate good meal environment in restaurant

Differentiate product features and relevant pricing strategy

得分 D. Long Essay Questions (30‘)

China Premium League Football Match is a popular TV program in China.

8) 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? (15‘)

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.

9) 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. (15‘)

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

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

I. True / False Questions (1 point for each question)

1. It is probably best for those firms with limited financial and personnel resources to avoid concentrated or niche marketing until resources can be built up.

2. Social class is determined only by an individual‘s income.

3. Target costing involves designing a new product, determining its cost, and then asking, ―Can we sell it for that?‖

4. A company should target segments in which it can profitably generate the greatest customer value and sustain it over time.

5. The costs of obtaining, processing, storing and delivering information is relatively inexpensive.

6. For simplicity‘s sake, and to keep their costs under control most marketers generally limit their segmentation analysis to one variable.

7. Only tangible goods are considered products.

8. The core product is a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. Examples are banking, hotels, airlines, retail, tax preparation, and home repair. .

9. The purpose of idea screening is to reduce the number of new ideas.

10. Value-based pricing uses the buyer‘s perception of value to set prices.

11. Reference prices are prices that buyers carry around in their minds and refer to when looking at a product.

12. The term disintermediation refers to the displacement of traditional resellers from a marketing channel by radical new types of intermediaries.

13. Department stores carry narrow product lines with deep assortments within those lines.

14. A company‘s total marketing communications mix is also called its marketing mix.

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15. Unlike mass production, which eliminates the need for human interaction, one-to-one marketing has made relationships with customers more important than ever.

16. Because customers differ, communications programs need not be developed for specific segments, niches, and even individuals.

17. Awareness, knowledge, and preparation are buyer-readiness stages.

18. The difference between human needs and wants is that needs are states of felt deprivation.

19. This strategy calls for offering modified or new products to current markets. We term it product development.

20. When faced with price competition cutting prices is often not the best answer.

FFFTF FFFTT TTFFT FFTTT

II. Multiple Choice Questions (2 points for each question) 1. 2.

21. The four P‘s in marketing refer to_____, _____, _____ and _____. A. product; place; price; promotion B. product; property; price; promotion C. production; property; people; promotion D. product; place; promotion; people 22. Press releases, public affairs, and lobbying are all forms of _____. A. advertising B. public relations C. direct marketing D. sales promotion

23. What are the four steps (in order) of the marketing research process?

A. Define the problem, develop the research plan, implement the research plan, survey the participants.

B. Define the problem, develop the research plan, implement the research plan, report the findings.

C. Define the problem, develop the research plan, survey the participants, report the findings. D. Develop the research plan, implement the research plan, survey the participants, report the

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findings.

24. The three types of research approaches a marketer may use are _____, _____ and _____. A. surveys; observations; historic reviews B. observations; surveys; databases C. observations; experiments; surveys D. experiments; databases; surveys

25. Which type of research is best suited for gathering causal information? A. survey research

B. ethnographic research C. observational research D. experimental research

26. The VALS classification system measures a person‘s _____. A. income B. occupation C. lifestyle D. personality

27. A consumer purchasing fine furniture (which is expensive and for which a brand‘s name

matters) would probably result in _____ buying behavior. A. dissonance-reducing B. variety-seeking C. complex D. habitual

28. Which of the following is not one of the major types of buying situations faced by business

buyers?

A. straight rebuy B. new task buy C. online rebuy D. modified rebuy

29. Which of the following is a powerful value proposition because it offers consumers a ―good

deal‖?

A. more for more B. more for the same C. the same for less D. less for much less

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