英文版国际营销学期末试卷1

精品文档 英文版国际营销学期末试卷英文版国际营销学期末试卷 1010 SECTION 1:SECTION 1:True and FalseTrue and False ForFor eacheach ofof thethe following,following, placeplace a a “T”“T” if if thethe statementstatement is is “true”,“true”, “F”“F” if if thethe statement is false. (20 marks)statement is false. (20 marks) __F____1.When the price setter stresses the supply or cost side of the pricing problem, they are using competition-orientation pricing. ____T__2. All activities involved in selling renting, and providing goods and services to ultimate consumers for personal, family or household use are known as retailing. ___F___ 3.Any paid of nonpersonal communication about an organization, good, service or idea by an identified sponsor is called: publicity ___F___ 4. The main reasons a firm segments its markets is to refine sales forecasts and allow for more product differentiation. ____F___5. The retail position matrix makes use of these two dimensions:width and depth of product line. _____T___6. The purchase of a bottle of water is a low-involvement purchase. ___F___ 7.During the introduction stage of the PLC, sales gradually increase and competition becomes tough. ___F___ 8 “Marketing” is best described as “selling” __T____ 9. The marketing objective for the maturity stage of PLC is to maintain brand loyalty. ____F___10. In introduction stage, a company retains the product but reduces marketing support costs it is in what stage of the PLC. SECTION 2: Multiple Choice. (Total 40, 2 Marks/Question)SECTION 2: Multiple Choice. (Total 40, 2 Marks/Question) Right answers are highlighted. 1. Between classes, many college students stop at conveniently located vending machines for their favorite candy bar and soft drink. Their choices are generally made quickly and with little or no effort to consider alternative product offerings. The college students described here are most likely involved in __________. a)limited problem solving situations b)routine problem solving situations c)extensive problem solving situations d)intensive problem solving situations . 精品文档 装 订 线 ………………………………………………… e)unlimited problem solving situations Ans: b Feedback: Routine purchase decisions involve low-priced, frequently purchased products. Consumers typically spend very little effort or time seeking or uating alternatives. Purchase decisions resemble habitual responses and are typical of low-involvement decisions. 2. The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is called __________. a)a negative antecedent b)perceived risk c)temporal uncertainty d)spatial uncertainty e)buyers remorse Ans: b 3. Because the average consumer operates in a complex environment, the human brain attempts to organize and interpret ination with a process called __________. a)selective retention b)selective attention c)selective exposure d)selective perception e)stimulus discrimination Ans: d 4. Questions such as:”What ads do you rem