英文版市场营销学期末试卷

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 ine. 3. Target costing involves designing a new product, determining its cost, and then asking,“Can we sell it for that?” 4.A pany 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 ination 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 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 pany’s total marketing munications mix is also called its marketing mix. 专业 . 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, munications 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 petition cutting prices is often not the best answer. FFFTF FFFTT TTFFT FFTTT II. Multiple Choice Questions (2 points for each question)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 s 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? 专业 . A. Define the problem, develop the research plan, implement the research plan, survey the participants. B.