('文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.【关键字】营销A、TrueorFalse(2’x10=20)1.Themarginaleffectofadvertisingonsalesisalwayssamethroughoutdifferentstagesofnewproductdiffusion.F2.Frequentpricepromotionhurtsbrandequity.T3.Cooperationbetweenchannelmembersleadstohigherprofitforbothretailerandmanufacturer,giventhereareonlytwochannelmembers.T4.Newproductdevelopmentinvolvesveryhighcostandrisksoffailure.Therefore,companiesshouldnotdevelopnewproduct.F5.Maximizingconsumer’stimespentinstoresisoneoftheretailer’sobjectives.T6.Brandequityismoreimportantforgoodsthanservices.F7.Advertisingisamoreefficientwaytoincreaseconsumer’snewproductawarenesslevelthanpersonalcommunication.T8.Exclusivedistributoronlymanagesonebrandinthechannel.F9.Bundledproductsarealwayspricedlowerthannon-bundledproducts.F10.Higherleveldependenceonmanufacturerleadstohigherlevelprofitforthedealer.FB.MultipleChoices(3’x10=30’)1,Medicaldoctorsareusinga(n)_____B_____communicationchanneltosharethenewdruginformation.a.personalb.expertc.advocated.mass2,WhichofthefollowingcouldexplainwhythepricesoficecreamproductsmadebyHaagen-dazsaremuchhigherinChinamarketthaninUSmarket?Ca.theincomelevelofthetargetcustomersinChinaishigherthanincomelevelofthetargetcustomersinUS.b.thetransportationacrossthecontinentinvolvesveryhighcostc.thecompanyusesmarket-skimmingpricingtacticd.thequalitylevelofHaagen-dazsproductinChinaismuchhigherthanthatinUS.3,Whatisthemainreasonthatcouldexplainwhycompanieswouldperformquantitydiscount?Ca,takingcareofconsumerwelfareb,improvingcustomersatisfactionlevelc,extractingmoreconsumersurplus文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.d,undertakingmoresocialresponsibility4GeneralMillsoffersdifferentproductlinesinChinamarketfromthoseinUS.WhatkindofstrategyGeneralMillsuseshereintheworldmarketplace?Da,pricediscriminationb,costleadershipc,focusd,differentiation5,Whichofthefollowingfunctionswholesalersusuallydonotperform?Ca,storageb,financingc,newproductdevelopmentd,marketinformationsharingwithmanufacturers6,Whichofthefollowingisacharacteristicofabrand?Aa.identificationofproductqualityb.greaterloyaltyc.largermarginsd.highermarketshare7.Everynightafterworkingtheswingshift,Sierrastopsbythe7-Elevenstorenearherhouse.Sheoftenbuysbreadanddrinkswhileshe’sthereeventhoughthepricesatthe7-Elevenstorearehigherthanatherlocalsupermarket.The7-Elevenstoreisanexampleofa__________.Da.specialtystoreb.superstorec.warehousestored.conveniencestore8,Lastminutedealsinairlineindustrymeansthatconsumerscouldpossiblypurchaseextremelylowpricedairtickets2or3daysbeforedeparture.Whichofthefollowingrepresentsthecharacteristicoftheairlineindustryinthiscase?Ba,inseparabilityb,perishabilityc,variabilityd,distinctiveness9,MarketingatatacticallevelincludesallofthefollowingactivitiesEXCEPT:Ca.packagingb.pricingc.valuepositioningd.personalselling文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.10,A(n)_____B_____marketischaracterizedbyafairlynarrowlydefinedmarketwithacompleteanddistinctsetofneeds,andawillingnesstopayapremiumtomeetthoseneeds.a.localb.nichec.individuald.derivedC,ShortEssayQuestions(10’+10’=20’)1,HappyDaysseafoodrestaurantinSanyaofHainanProvincehasjustbeenboughtbyayoungandrichChinesebusinessman.ThenewownerwantstomakeHappyDaysstandoutamongthemanycompetitorsbybeingthehighestqualityrestaurant.ExplainatleastfivewaysHappyDaysservicequalitycouldbeimproved.(10’)\uf0b7Reliability\uf0b7Assurance\uf0b7Tangibles\uf0b7Empathy,and\uf0b7ResponsivenessOR.IdentifyhighqualityfoodHirehighlyskilledchefsandwaitressStandardizecookingandservingprocessCultivategoodmealenvironmentinrestaurantDifferentiateproductfeaturesandrelevantpricingstrategy2,PleasediscussoneoftheachievementsofNobelPrizewinners(couldbe,butnotlimited,withineconomicssciencearea)anditsmarketingimplications.(10’)OliverWilliamsontransactioncosteconomicsappliedinmarketingchannelNashgametheoryappliedinpricingKanemanandTversky:prospecttheoryinbehaviouralpricingPavlov:consumerlearningHeckmanandMcFadden:BrandchoicemodelD.LongEssayQuestions(30’)Supposethatyouareamanagingpartnerofalocalaccountingfirm,responsibleforthebusinessdevelopment.Therearearound50staffmembersinthisfirm.Currently,thefirmhastwobusinessunits:assuranceservicesandtaxation得分文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.consultingservices.Now,thefirmplanstoexpanditsbusinessintobusinessinformationsystemconsultingarea.1)Pleasediscussthepotentialcustomerbasesthatthefirmmighthave.(10’)Answerkeysexistingcustomerbaseforcrossselling.Couldbemediumsizelocalenterprises2)Pleaseusemarketing4PsasatooltodiscusshowthefirmcandevelopitsnewbusinessinITconsultingarea.(20’)Answerkeyspricing:bundlingcomplementaryITserviceswithexistingtaxationandassuranceservices;marketpenetrationstrategyduetotheexistingcompetentinternationalplayerslikeAccentureproduct:servicequalityimprovementplace(channel):wordofmouthdisseminationpromotion:initialdiscount,existingcustomerreferralA、TrueorFalse(2’x10=20)1.Inter-organizationalrelationshipisauniquephenomenoninChina2.Thesalesofanewproductisevenlydistributedindifferenttimeframes.3.Developingone-to-onemarketingthroughaCRMprogrammightincludenotpursuingallcustomers.4.Post-purchasesatisfactionisafunctionoftheconsumer’sproductexpectationsandtheproduct’sperceivedperformance.5.Productlineextensioncouldpossiblydamagethereputationofthemotherbrand.6.Trustandcommitmentaretwokeycomponentsinrelationshipmarketing7.Personalcommunicationisamoreefficientwaytoincreaseconsumer’snewproductawarenesslevelthanadvertising8.Partofamarketleader’sstrategytodefendmarketshareistoconsiderwhichsegmentstodefend(evenataloss)andwhatsegmentstosurrender.9.Priceisasignalofproductqualitywhenconsumerslackofproductknowledge.10.Economicalactivitiesareembeddedwithinsocialnetwork.Answer:F,F,T,T,T,T,F,T,T,TB.MultipleChoices(3’x10=30’)1,WhichofthefollowingisNOTawayofpricediscrimination?Ca,twoparttariffsb,quantitydiscountc,priceskimming文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.d,bundling2,Whichofthefollowingcharacteristicsdoesnotdifferthebusinesscustomerfromtheindividualconsumer?CA,inelasticdemandB,expertiseinproductknowledgeC,emotionalD,longduration3,ThecharacteristicsofservicesincludethefollowingcomponentsEXCEPT:Aa,distinctivenessb,intangibilityc,perishabilityd,inseparability4,Whichformofmarketingcommunicationsisleastlikelytobeusedbyretailers?Ca.Printadvertising.b.Pointofpurchasepromotions.c.Personalselling.d.Broadcastadvertising.5,AllofthefollowingarepartofanattractivenicheEXCEPT:Da.thenichehasvariety-seekingconsumers.b.consumersinthenichehavedistinctneeds.c.thenicheisnotlikelytoattractheavycompetition.d.thenichecanspecializeandthereforerealizecertaineconomies.6,IfyougotoanationalelectronicappliancechainstoreinChina,youwillfindmoreairconditionersbutfewerheatersinsouthernChinawhereitishot.AchainstoreinnortheasternChinawhereitiscold,however,sellsmoreheatersbutfewerairconditioners.TheChinesechainstorerealizesthatthepeopleineachoftheseareasdonothavethesameneedsandshouldthereforenotbeofferedthesameproducts.Thisisanexampleof__________.Ba.benefitssegmentationb.geoclusteringc.demographicsegmentationd.behavioralsegmentation7,BestBuywilloftentrytosellabuyerofahigh-endtelevisionmonitoranextendedwarranty.Thisisanexampleofsellinga__________.Ba.puretangiblegoodb.tangiblegoodwithaccompanyingservicesc.hybridd.pureservice文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.8,Whatarethetwosolutionstounprofitablecustomers?Da.Lowerfees;reduceservice.b.Lowerfees;increaseservice.c.Raisefees;increaseservice.d.Raisefees;reduceservice.9,AccordingtotheworkofFrederickHerzberg_______________.Ca.apersonmovesfromstatedinstrumentalmotivationtoterminalonesb.peoplearedrivenbyparticularneedsatparticulartimesc.politestoreclerkswillnotnecessarilybeasatisfierforaconsumer,butimpoliteoneswouldbeadissatisfierd.abottleofEsteeLauderperfumearousesadifferentsetofmotivesinconsumersthananAvonperfume10,WhichofthefollowingisNOTabenefitofbrandloyalty?Da.Loyaltyprovidespredictability.b.Loyaltyallowsforcompanysecurityofdemand.c.Loyaltycantranslateintoconsumerwillingnesstopayahigherprice.d.Loyaltyiseasilymatchedbycompetitors.C.ShortEssayQuestions(15’+15’=30’)1,Anautomobilemanufacturerwouldliketointroduceanewmodelwithextremelypowerfulengine.Itwouldliketomarketthisnewmodeltooneofthe3targetconsumergroups.Theyrandomlysampleresearchthefemaleconsumersandgetthefollowingresultsofclusteranalysis.Theleftmostcolumnrepresentstheproductattributes.Andtheentriesunderthelabelsofcluster1,cluster2andcluster3representthemeanvaluesofimportanceofattributestoeachgroupofconsumers.ClusterCentersCluster1Cluster2Cluster3SPEEDY5.485.405.34COMFORT3.686.503.16SAFETY5.864.304.32EASYTOCONTROL2.383.504.28ROOMY2.084.302.98FASHION6.585.604.70ECONOMIC2.904.504.16Moreover,someofthedemographicprofilesofthethreeconsumergroupsareprovidedasfollows:Cluster1Cluster2Cluster3Age273555MonthlyIncome8000150005500文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.LikelihoodofgettingproductinformationfromTV0.20.70.8Likelihoodofgettingproductinformationfromnewspaper0.50.50.2Likelihoodofgettingproductinformationfromfriends0.80.40.6Likelihoodofbeingamanager0.10.60.4Likelihoodofbeingaprofessional0.60.20.2Likelihoodofbeingabluecollars0.20.20.4Questions:a,Pleaseidentifywhichgroupofconsumersthemanufacturershouldtarget?Andexplainwhy?(5’)cluster1.powerfulenginecanprovidespeedycarsthatcluster1consumersneedmostb,Pleaseidentifywhichmethodshouldthemanufacturercommunicatewiththetargetconsumers?Andwhy?(5’)cluster1mostlikelygetinformationfromfriends.c,Pleasespecifythepricingstrategythemanufacturershouldusetomarketthisproduct.(5’)highpriceastheycarelessofeconomyofautomobiles.Relativelyhighincome2,HappyDaysseafoodrestaurantinSanyaofHainanProvincehasjustbeenboughtbyayoungandrichChinesebusinessman.ThenewownerwantstomakeHappyDaysstandoutamongthemanycompetitorsbybeingthehighestqualityrestaurant.ExplainatleastfivewaysHappyDaysqualitycouldbeimproved.(15’)\uf0b7Reliability:keepconsistentlyhighquality\uf0b7Assurance\uf0b7Tangibles:sometangiblegoods\uf0b7Empathy,thinkincustomer’sway\uf0b7Responsiveness:arrangehelperstorespondtocustomer’sneedD.LongEssayQuestions(20’)ChinaPremiumLeagueFootballMatchisapopularTVprograminChina.Pleasechoosetoanswer1outof2questionsasbelow.3)PleasediscussthemarketingeffortsofChinaPremiumLeagueFootballMatchitself,intermsoftraditionalmarketingmix:price,product,promotionandplace.Whatisdoingrightandwhatislefttobeimprovedinfuture?得分文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.Answerkeys:Price:OK.Nottooexpensive.Product:reallybad.Corruptioneverywhere.Iftheproductqualityistoobad,itmaydriveaudienceaway.Promotion:OK.Withsomenewfeatures.Place:OKcoveringallmajorcitiesinChina.4)PleaseanswerwhetheracompanyshouldorshouldnottakeadvantageofChinaPremiumLeagueFootballMatchtomarketitsproducts.Ifyouchooseyes,pleaseexplainhowtomarkettheproductbyChinaPremiumLeagueFootballMatch.Ifyouchooseno,pleaseexplainwhyyouwouldnotliketomarkettheproductbyChinaPremiumLeagueFootballMatch.Answerkeys:Yes.Highexposureratesofar.Sportygoods,goodspurchasedbymalearemoreappropriatethanproductspurchasedusuallybyfemale.No.TheLeaguematchisreallytoobadanddestroysthereputationofproductsadvertisedwiththem.A,TrueorFalse(2’X10=20’)11.Inter-organizationalrelationshipisauniquephenomenoninChina12.Themarginaleffectofadvertisingonsalesisalwayssamethroughoutdifferentstagesofnewproductdiffusion.13.Frequentpricepromotionhurtsbrandequity.14.Thesalesquantityofanewproductisevenlydistributedindifferenttimeperiods.15.Advertisingisamoreefficientwaytoincreaseconsumer’snewproductawarenesslevelthanpersonalcommunication.16.Bundledproductsarealwayspricedlowerthannon-bundledproducts.17.Newproductdevelopmentinvolvesveryhighcostandrisksoffailure.Therefore,companiesshouldnotdevelopnewproduct.18.Thehighertheprice,thelowerthedemand,givenothersconstant.19.Productlineextensioncouldpossiblydamagethereputationofthemotherbrand.20.Themarketingconceptholdsthatthekeytoachievingorganizationalgoalsconsistsofthecompanybeingmoreeffectivethancompetitorsincreating,delivering,andcommunicatingsuperiorcustomervaluetoitschosentargetmarkets.Answers:1,F2,F3,T,4,F5,T,6,F,7,F8,F,9,T,10,TB.MultipleChoices(3’x10=30’)文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.1,WhichofthefollowingcouldexplainwhythepricesoficecreamproductsmadebyHaagen-dazsaremuchhigherinChinamarketthaninUSmarket?a.theincomelevelofthetargetcustomersinChinaishigherthanincomelevelofthetargetcustomersinUS.b.thetransportationacrossthecontinentinvolvesveryhighcostc.thecompanyusesmarket-skimmingpricingtacticd.thequalitylevelofHaagen-dazsproductinChinaismuchhigherthanthatinUS.2,StarbucksoffersaspecialmugworthapriceofRMB30tothecustomers.Withthismug,customerscouldsaveRMB2eachtimetheypurchaseanyStarbuckscoffee.WhichoffollowingcouldbestexplainStarbuck’sprofitdrivenbehavior?a,environmentsustainabilityb,two-parttariffextractingmoreconsumersurplusc,attractingmorecustomersd,transfertomugindustry3,GeneralMillsoffersdifferentproductlinesinChinamarketfromthoseinUS.WhatkindofstrategyGeneralMillsuseshereintheworldmarketplace?a,pricediscriminationb,costleadershipc,focusd,differentiation4,Everynightafterworkingtheswingshift,Sierrastopsbythe7-Elevenstorenearherhouse.Sheoftenbuysbreadanddrinkswhileshe’sthereeventhoughthepricesatthe7-Elevenstorearehigherthanatherlocalsupermarket.The7-Elevenstoreisanexampleofa__________.a.specialtystoreb.superstorec.warehousestored.conveniencestore5,Inthebuyingcenter,__________arepeoplewhorequestthatsomethingbepurchased,includingusersorothers.a.initiatorsb.influencersc.decidersd.approvers6,A(n)__________marketischaracterizedbyafairlynarrowlydefinedmarketwithacompleteanddistinctsetofneeds,andawillingnesstopayapremiumtomeetthoseneeds.a.localb.nichec.individuald.derived7,BestBuywilloftentrytosellabuyerofahigh-endtelevisionmonitoranextendedwarranty.Thisisanexampleofsellinga__________.文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.a.puretangiblegoodb.tangiblegoodwithaccompanyingservicesc.hybridd.pureservice8,WhichofthefollowingisNOTanentrybarrier?a.Economiesofscale.b.Scarcelocations.c.Highcapitalrequirements.d.Abundanceofdistributors.9,Intheabsenceofnoticeableandrapidhealing,Susanisnotsurewhethershegotgoodservicebyherphysician.Medicalservicesareagoodexampleofthistypeofdifficulty—__________—wheretheconsumerfindshardtoevaluateevenafterconsumption.a.searchqualitiesb.experiencequalitiesc.credencequalitiesd.differentiationqualities10,Intel,oneofthelargestproducersofintegratedcircuitchips,putsagreatdealofeffortintoexpandingproductionofchipstodrivedownthecostandthusexpandthemarket.Thisismostindicativeofthe__________concept.a.productionb.productc.customerd.marketing1,c,2,b3,d,4,d5,a6,a,7,b,8,d,9,c10,aC.ShortEssayQuestions(10’+10’=20’)1,Pleasediscusswhyonlineplayerslikethoseshopsinthetaobao.compromoteitsbrandimageintheofflineenvironment.(10’)AnswerKeysHighlycompetitiveonlinemarket.Somanycompetitors.Offlineadvertisingorpromotionmayimprovetheconsumer’sawarenesslevelSynergyofonlineandoffline2,AcustomerservicemanagerofIndustrialandCommercialBankofChinainvitesyoutohelpthemimprovetheservicequalitytoclientsinresidence.Whatkindofsuggestionsyoucouldgivethem?(10’)AnswerKeysReliability;responsiveness,assurance,empathy,tangibles(explainandhowtobeapplied)文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.D.LongEssayQuestions(30’)SupposethatyouareinvitedtoprovideconsultingservicesforYongQibarbershop.ThiscompanyhashundredsofchainstoresinShanghai,BeijingandHangzhou.Currently,thefirmhastwobusinessunits:haircutservicesandmassageservices.Now,thefirmplanstoexpanditsbusinessintoacupuncturearea.5)Pleasecommentontheindustryattractivenesslevelofhaircutservices,applyPorter’sfiveforcesmodel.(10’)AnswerKeysSupplierpower:generallylow,becauseit’seasytotrainaprofessionalbarber.Yettrainingahighlyproficienthairdesignerisdifficult.Customerpower:generallyhigh.Becausehaircutisnotacriticaleventindailylife.Rivalry:ahighlycompetitiveindustrywithmanycompetitors.Entrybarrier:lowSubstitute:nosubstituteItisnotanattractiveindustry6)PleasecommentonthecompetitiveadvantagesthatYongQimighthaveinthisindustry.(10’)AnswerKeysScaleofeconomy,higherbargainingpowertosuppliers(e.g.shampoo),flexibleforcustomersintermsofplacesofservices,standardizedserviceprocedure,7)PleaseadvisehowYongQicouldapplymarketing4Psasatooltodevelopitsnewbusinessintheacupuncturearea.(10’)AnswerKeysPromotion:Brandextensiontoanotherindustry,existingcustomerbase.Customer’sawarenesslevelmightbehigh.Noneedforadvertising.Butpersontopersonpromotiontoreducethecustomer’ssuspicionofnewservices.Existingcustomerreferral;loyaltycardProduct:acupunctureservicemightbeadouble-edgednewproduct.Ontheonehand,theentrybarriermightbehigh,requiringspecialcertificate.Onotherhand,itmightcomplementthemassageservices.Servicequalityissue.Servicesextension.CommunicationandsettinguptrustwiththecustomerPrice:lowerpricetopenetratethemarketbundlingmassageserviceswithnewacupunctureservices;consideringthatmassageservicesandacupunctureservicesarecomplementary,thepricesofbundledservicesshouldbehigherthanthesumofthetwoservicesifperformedalone;marketskimmingstrategyPlace(channel):wordofmouthdissemination,storedesign文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.A,TrueorFalse(2’X10=20’)21.Itemssoldintheconveniencestoresareusuallymoreexpensivethansimilaritemssoldinthesupermarket.22.Themarginaleffectofadvertisingonsalesisalwayssamethroughoutdifferentstagesofnewproductdiffusion.23.StrategyguruMichaelPorter’sthree“generic”strategiesare:costleadership,diversification,andfocus.24.Thesalesquantityofanewproductisevenlydistributedindifferenttimeperiods.25.Post-purchasesatisfactionisafunctionoftheconsumer’sproductexpectationsandtheproduct’sperceivedperformance.26.Personalcommunicationisamoreefficientwaytoincreaseconsumer’snewproductawarenesslevelthanadvertising27.Newproductdevelopmentinvolvesveryhighcostandrisksoffailure.Therefore,companiesshouldnotdevelopnewproduct.28.Thehighertheprice,thelowerthedemand,givenothersconstant.29.Productlineextensioncouldpossiblydamagethereputationofthemotherbrand.30.Marketingisbothanartandascience—thereisconstanttensionbetweentheformulatedsideandthecreativeside.1,T2,G3,F4,F5,T,6,F7,F8,F9,T10,FB.MultipleChoices(3’x10=30’)1,ThecharacteristicsofservicesincludethefollowingcomponentsEXCEPT:a,distinctivenessb,intangibilityc,perishabilityd,inseparability2,Whatistheobjectiveofquantitydiscounttotheconsumers?a,providemorewelfaretotheconsumersb,extractmoreconsumersurplusc,attractmorecustomersd,noneoftheabove3,GeneralMillsoffersdifferentproductlinesinChinamarketfromthoseinUS.WhatkindofstrategyGeneralMillsuseshereintheworldmarketplace?a,pricediscriminationb,costleadershipc,focusd,differentiation4,IfyougotoanationalelectronicappliancechainstoreinChina,youwillfindmoreairconditionersbutfewerheatersinsouthernChinawhereitishot.Achain文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.storeinnortheasternChinawhereitiscold,however,sellsmoreheatersbutfewerairconditioners.TheChinesechainstorerealizesthatthepeopleineachoftheseareasdonothavethesameneedsandshouldthereforenotbeofferedthesameproducts.Thisisanexampleof__________.a.benefitssegmentationb.geoclusteringc.demographicsegmentationd.behavioralsegmentation5,Inthebuyingcenter,__________arepeoplewhorequestthatsomethingbepurchased,includingusersorothers.a.initiatorsb.influencersc.decidersd.approvers6,Bentleyproducesfineautomobileswithpricetagsinthe$300,000andaboverange.BecausethenumberofpeoplewithsufficientincometopurchaseaBentleyisrelativelysmall,wemightsayBentleyisengagedin__________marketing.a.localb.aggregatedc.individuald.niche7,Thesystematicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingthecompanyistermed__________.a,thesalesreportingsystemb,marketingresearchc,marketingintelligenced,thesalesforce8,Whatarethetwosolutionstounprofitablecustomers?a.Lowerfees;reduceservice.b.Lowerfees;increaseservice.c.Raisefees;increaseservice.d.Raisefees;reduceservice.9,Intheabsenceofnoticeableandrapidhealing,Susanisnotsurewhethershegotgoodservicebyherphysician.Medicalservicesareagoodexampleofthistypeofdifficulty—__________—wheretheconsumerfindshardtoevaluateevenafterconsumption.a.searchqualitiesb.experiencequalitiesc.credencequalitiesd.differentiationqualities文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.10,Intel,oneofthelargestproducersofintegratedcircuitchips,putsagreatdealofeffortintoexpandingproductionofchipstodrivedownthecostandthusexpandthemarket.Thisismostindicativeofthe__________concept.a.productionb.productc.customerd.marketing1,a2,b3,d4,b5,a6,d7,b8,d9,c10,aC.ShortEssayQuestions(10’+10’=20’)1,PerformalimitedSWOTanalysisfortheWal-Martcompany.(10’)Strength:lowprice,scaleofeconomy,highbargainingpowertosupplierandcustomer,strongreputationWeakness:lowserviceOpportunity:expansiontoothercountryandareaThreat:stronglocalcompetitorswithestablishedrelationshipwithsuppliers.2,HappyDaysseafoodrestaurantinSanyaofHainanProvincehasjustbeenboughtbyayoungandrichChinesebusinessman.ThenewownerwantstomakeHappyDaysstandoutamongthemanycompetitorsbybeingthehighestqualityrestaurant.ExplainatleastfivewaysHappyDaysqualitycouldbeimproved.(10’)\uf0b7Reliability\uf0b7Assurance\uf0b7Tangibles\uf0b7Empathy,and\uf0b7ResponsivenessOR.IdentifyhighqualityfoodHirehighlyskilledchefsandwaitressStandardizecookingandservingprocessCultivategoodmealenvironmentinrestaurantDifferentiateproductfeaturesandrelevantpricingstrategyD.LongEssayQuestions(30’)ChinaPremiumLeagueFootballMatchisapopularTVprograminChina.8)PleasediscussthemarketingeffortsofChinaPremiumLeagueFootballMatchitself,intermsoftraditionalmarketingmix:price,product,promotionand得分文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.place.Whatisdoingrightandwhatislefttobeimprovedinfuture?(15’)Price:OK.Nottooexpensive.Product:reallybad.Corruptioneverywhere.Iftheproductqualityistoobad,itmaydriveaudienceaway.Promotion:OK.Withsomenewfeatures.Place:OKcoveringallmajorcitiesinChina.9)PleaseanswerwhetheracompanyshouldorshouldnottakeadvantageofChinaPremiumLeagueFootballMatchtomarketitsproducts.Ifyouchooseyes,pleaseexplainhowtomarkettheproductbyChinaPremiumLeagueFootballMatch.Ifyouchooseno,pleaseexplainwhyyouwouldnotliketomarkettheproductbyChinaPremiumLeagueFootballMatch.(15’)Yes.Highexposureratesofar.Sportygoods,goodspurchasedbymalearemoreappropriatethanproductspurchasedusuallybyfemale.No.TheLeaguematchisreallytoobadanddestroysthereputationofproductsadvertisedwiththem.I.True/FalseQuestions(1pointforeachquestion)1.Itisprobablybestforthosefirmswithlimitedfinancialandpersonnelresourcestoavoidconcentratedornichemarketinguntilresourcescanbebuiltup.2.Socialclassisdeterminedonlybyanindividual’sincome.3.Targetcostinginvolvesdesigninganewproduct,determiningitscost,andthenasking,“Canwesellitforthat?”4.Acompanyshouldtargetsegmentsinwhichitcanprofitablygeneratethegreatestcustomervalueandsustainitovertime.5.Thecostsofobtaining,processing,storinganddeliveringinformationisrelativelyinexpensive.6.Forsimplicity’ssake,andtokeeptheircostsundercontrolmostmarketersgenerallylimittheirsegmentationanalysistoonevariable.7.Onlytangiblegoodsareconsideredproducts.8.Thecoreproductisaformofproductthatconsistsofactivities,benefits,orsatisfactionsofferedforsalethatareessentiallyintangibleanddonotresultintheownershipofanything.Examplesarebanking,hotels,airlines,retail,taxpreparation,andhomerepair..9.Thepurposeofideascreeningistoreducethenumberofnewideas.文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.10.Value-basedpricingusesthebuyer’sperceptionofvaluetosetprices.11.Referencepricesarepricesthatbuyerscarryaroundintheirmindsandrefertowhenlookingataproduct.12.Thetermdisintermediationreferstothedisplacementoftraditionalresellersfromamarketingchannelbyradicalnewtypesofintermediaries.13.Departmentstorescarrynarrowproductlineswithdeepassortmentswithinthoselines.14.Acompany’stotalmarketingcommunicationsmixisalsocalleditsmarketingmix.15.Unlikemassproduction,whicheliminatestheneedforhumaninteraction,one-to-onemarketinghasmaderelationshipswithcustomersmoreimportantthanever.16.Becausecustomersdiffer,communicationsprogramsneednotbedevelopedforspecificsegments,niches,andevenindividuals.17.Awareness,knowledge,andpreparationarebuyer-readinessstages.18.Thedifferencebetweenhumanneedsandwantsisthatneedsarestatesoffeltdeprivation.19.Thisstrategycallsforofferingmodifiedornewproductstocurrentmarkets.Wetermitproductdevelopment.20.Whenfacedwithpricecompetitioncuttingpricesisoftennotthebestanswer.FFFTFFFFTTTTFFTFFTTTII.MultipleChoiceQuestions(2pointsforeachquestion)21.ThefourP’sinmarketingreferto_____,_____,_____and_____.A.product;place;price;promotionB.product;property;price;promotionC.production;property;people;promotionD.product;place;promotion;people22.Pressreleases,publicaffairs,andlobbyingareallformsof_____.A.advertisingB.publicrelationsC.directmarketing文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.D.salespromotion23.Whatarethefoursteps(inorder)ofthemarketingresearchprocess?A.Definetheproblem,developtheresearchplan,implementtheresearchplan,surveytheparticipants.B.Definetheproblem,developtheresearchplan,implementtheresearchplan,reportthefindings.C.Definetheproblem,developtheresearchplan,surveytheparticipants,reportthefindings.D.Developtheresearchplan,implementtheresearchplan,surveytheparticipants,reportthefindings.24.Thethreetypesofresearchapproachesamarketermayuseare_____,_____and_____.A.surveys;observations;historicreviewsB.observations;surveys;databasesC.observations;experiments;surveysD.experiments;databases;surveys25.Whichtypeofresearchisbestsuitedforgatheringcausalinformation?A.surveyresearchB.ethnographicresearchC.observationalresearchD.experimentalresearch26.TheVALSclassificationsystemmeasuresaperson’s_____.A.incomeB.occupationC.lifestyleD.personality27.Aconsumerpurchasingfinefurniture(whichisexpensiveandforwhichabrand’snamematters)wouldprobablyresultin_____buyingbehavior.A.dissonance-reducingB.variety-seekingC.complexD.habitual28.Whichofthefollowingisnotoneofthemajortypesofbuyingsituationsfacedbybusinessbuyers?A.straightrebuyB.newtaskbuyC.onlinerebuyD.modifiedrebuy29.Whichofthefollowingisapowerfulvaluepropositionbecauseitoffersconsumersa“gooddeal”?A.moreformore文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.B.moreforthesameC.thesameforlessD.lessformuchless30.Whichofthefollowingstepsoftargetmarketingtakesintoaccountcompetitors’offeringstothemarket?A.marketpositioningB.marketsegmentationC.markettargetingD.alloftheabove31.Whichofthefollowingstructuralfactorsisnotrelatedtoasegment’sattractiveness?A.thepresenceofstrongcompetitorsinthesegmentB.theexistenceofpotentialsubstituteproductsC.thelackofrawmaterialsD.anumberofpowerfulsuppliers32.Acompanycanlengthenitsproductlineby_____itorby_____it.A.modifying;stretchingB.stretching;switchingC.filling;stretchingD.brushing;combing33.Consumerproductsincludeconvenienceproducts,shoppingproducts,specialtyproducts,and_____products.A.uniqueB.luxuryC.unsoughtD.alloftheabove34.Thetwodimensionsofproductqualityare_____and_____.A.value;featuresB.style;designC.level;consistencyD.style;value35.Whichofthefollowingisnotaspecialcharacteristicofservice?A.tangibilityB.inseparabilityC.variabilityD.perishability36.Whichofthefollowingisnotareasonthatanewproductmightfail?A.Theproductispricedtoohigh.B.Theproductispoorlydesigned.C.Theestimatedmarketfortheproductistoolarge.文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.D.Alloftheabovearereasonsthatanewproductmightfail.37.Oncethenewproductideashavebeenscreened,thenextstepinthenewproductdevelopmentprocessis_____.A.marketingstrategyB.conceptdevelopmentandtestingC.productdevelopmentD.noneoftheabove38._____tendtogrowslowly,remainpopularforawhile,andthendeclineslowly.A.FadsB.StylesC.FashionsD.Designs39.Whatisthebreak-evenvolumeforacompanywithfixedcostsof$50k,variablecostsof$20andapriceof$30/unit?A.500B.1000C.5000D.250040.Companieshavetwochoiceswhensettingpricesforaproductduringtheintroductorystage.Thesechoicesare_____and_____.A.market-skimmingpricing;fixedpricingB.market-skimmingpricing;valuepricingC.valuepricing;costpricingD.market-penetrationpricing;market-skimmingpricingABBCDCCCCACCCCADBCCDIII.Essay(10pointsforeachquestion)41.HowmighttheBCGmatrixrepresentalifecycle?AnswerManySBUsstartoutasquestionmark,thenmoveintothestarcategoryiftheysucceed;starseventuallybecomecashcows,thenperhaps,dogs.42.Demonstratebyexamplethethreestrategiesofintensive,exclusive,andselectivedistribution.AnswerProducersofconvenienceproductsandcommonrawmaterialstypicallyseekintensivedistributionasastrategytostocktheirproductsinasmanyoutletsaspossible.Thegoodsareavailablewhereandwhenconsumerswantthem,suchaschewinggum.Exclusivedistributionisusedwhentheproducerwantstostockitsproductswithonlyoneorafewdealersinanarea.Examplesareexpensivecarsandprestigeclothing.Selectivedistributionisusedwhensellingtomorethanone,butfewerthanallofthe文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.intermediarieswhoarewillingtocarryacompany’sproductsinagivenmarket.Examplesarename-brandbluejeansandcomputers.IV.BusinessCase(10pointsforeachquestion)Theobjectiveofthenot-for-profitorganization,disAbledforAccess&Justice,istoadvancethecauseofdisabledindividualsintheLancaster,Pennsylvaniacommunity.Theseeffortshadmetwithbothsuccessandfailureinrecentyears.ThroughtheuseofthethreatofasuitundertheAmericanswithDisabilityAct,Lancasterhadrecentlybeenforcedtoinstallcurbcutsatacostofcloseto$3million.Bringingthissuithadburnedsomevaluablesocialcapitalwiththecity’sofficialswhowereunderconstantpressuretocontrolrealestatetaxes.Theorganization’sleadershadalsometprivatelywithseveralnewbusinessesinthedowntownbusinessdistrictandconvincedthemtoinstallaccessramps.Thegroup’seventualgoal,istomakeLancaster’sdowntownbusinessdistricttotallyaccessibletoindividualsinwheelchairs.Thiswouldrequireextensivemarketingeffortstargetingmanydifferentindividualsandgroups.Theynowneedtoconvincetheirtarget“customers,”thecityandthelocalbusinessestobuytheirideaandspendthemoneyneededtomaketotalaccessibilityarealityratherthanadream.43.Thenon-profitorganization,disAbledforAccess&Justicemustdetermineanappealorthemethatwillproducethedesiredresponse.Therearethreetypesofappeals:rational,emotional,andmoral.Whichwouldyousuggesttheyuse?AnswerdisAbledforAccess&Justicecoulduseanyofthethreetypesofappeals.Arationalappealwouldincludeacost-benefitanalysisofaccessimprovementsbeingoffsetbygainsinnewrevenuesoreliminationoflostrevenues.Anotherelementofarationalappealwouldbetheimpliedthreatoflegalactionfornoncompliancewiththelaw.Theemotionalappealisprobablytheeasiesttovisualize.Finally,amoralappealisjustifiedbytheappealingtothelocalbusinessowner’ssenseofwhatis“right”and“proper”.44.Howmightthebuyer-readinessstagesmodelguidethepromotionplanningatdisAbledforAccess&Justice?AnswerThefirstissuewithdisAbledforAccess&Justiceistomakelocalbusinessesmoreawareoftheproblem.Afterawarenesscomesknowledgeofwhatcanandmustbedonetoprovideaccesstothosewhopresentlydonothaveit.Itisnecessarytoaccomplishasenseofbuy-intotheconceptofaccessibilityamongtheretailbusinesscommunity.Remember,theproducthereismoreanideathanaphysicalproduct.Section1:MultipleChoices(75%)Thissectionhas30questions,eachworth2.5%.Foreachquestion,youmustchooseONLYonechoicewhichyouthinkbestfitsin.Pleasetransferthecodeofyourchoice文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.intotheattachedAnswerSheet.1.Marketingseekstocreateandmanageprofitablecustomerrelationshipsbydelivering________tocustomers.a.competitivepricesb.superiorvaluec.superiorserviced.superiorpromotione.productassortment2.Customersatisfactiondependsontheproduct’sperceivedvaluerelativetothebuyer’s________.a.costofobtainingtheproductb.expectationsc.costofcompetingproductsd.costofthelostexperiencee.alloftheabove3.ToreducedemandforspaceoncongestedexpresswaysinWashington,D.C.,theMetropolitanWashingtonCouncilofGovernmentshasattemptedtoengagein________.a.targetmarketingb.deregulationc.demarketingd.graymarketinge.integration4.Yourfirmisattemptingtodivideupthetotalmarkettodeterminethebestsegmentsitcanserve.Whichisthecorrectorderofdoingso?a.marketsegmentation,targetmarketing,marketpositioningb.targetmarketing,marketpositioning,marketsegmentationc.marketpositioning,marketsegmentation,targetmarketingd.marketsegmentation,marketpositioning,targetmarketinge.massmarketing,demographicsegmentation,psychographicsegmentation5.Acompanywithlimitedresourcesmightenteranewmarketbyserving________segment(s).a.thelargestb.themostprofitablec.duald.oneorafewe.threeormore6.TodaythefourPsarecomparedtothefourCs.Productandplacearecalled________and________,respectively.文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.a.convenience;customersolutionb.customercost;conveniencec.communication;customersolutiond.customersolution;conveniencee.communication;convenience7.Thissystematiccollectionandanalysisofpubliclyavailableinformationaboutcompetitorsanddevelopmentsinthemarketingenvironmentisveryuseful.Whatisitcalled?a.marketingdatab.marketingintelligencec.Webmasterd.salesandsalesmanagemente.secondarydata8.Surveyresearchisbestsuitedforgathering________information.a.personalb.preferencec.attituded.descriptivee.exploratory9.Whichformofdatacanusuallybeobtainedmorequicklyandatalowercost?a.primaryb.censusc.secondaryd.syndicatede.tertiary10.________arepeoplewithinareferencegroupwho,becauseofspecialskills,knowledge,personality,orothercharacteristics,exertinfluenceonothers.a.Opinionleadersb.Habitualbuyersc.Charismaticpersonalitiesd.Perceptionistse.Wildducks11.________aredefinedassmallerculturalgroupsofpeoplewithsharedvaluesystemsbasedoncommonlifeexperiencesandsituations.a.Alternativeevaluationsb.Cognitivedissonancesc.Subculturesd.Motives文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.e.Attitudes12.Tomarketers,moreimportantthanrealityis________,theprocessbywhichpeopleselect,organize,andinterpretinformationtoformameaningfulpictureoftheworld.a.personalityb.perceptionc.selectivegroupd.habitualbehaviore.assessment13.Marketscanbesegmentedintogroupsofnonusers,ex-users,potentialusers,first-timeusers,andregularusersofaproduct.Thismethodofsegmentationiscalled________.a.userstatusb.usageratec.benefitd.behaviore.productfrequency14.Massmarketers,suchasTargetandVentureStores,ignoremarketsegmentdifferencesandtargetthewholemarketwithoneoffer.Whatistheirapproachtosegmenting?a.undifferentiatedmarketingb.differentiatedmarketingc.targetmarketingd.blanketmarketinge.intelligentmarketing15.Asegmentingapproachthathasbeenaroundforalongtimethatcanbeveryeffective—________—tailorsbrandsandpromotionstotheneedsandwantsofspecificcities,neighborhoods,andevenspecificstores.a.micromarketingb.differentiatedmarketingc.nichemarketingd.localmarketinge.AorD16.________areconsumerproductsandserviceswithuniquecharacteristicsorbrandidentificationforwhichasignificantgroupofbuyersiswillingtomakeaspecialpurchaseeffort.a.Shoppingproductsb.Unsoughtproductsc.Specialtyproducts文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.d.Industrialproductse.Lineextensions17.A(n)________isaname,term,sign,symbol,design,oracombinationofthese,thatidentifiesthatmakerorsellerofaproductorservice.a.serviceb.brandc.co-brandd.internalmarkete.externalmarket18.Productmix________referstothenumberofdifferentproductlinesthecompanycarries.Procter&Gamblemarkets250brandsorganizedintomanyproductlines.a.lengthb.heightc.widthd.perimetere.depth19.GeneralElectricworkedwithCulligantodevelopitsWaterbyCulliganProfilePerformancerefrigeratorwithabuilt-inCulliganwaterfiltrationsystem.Thisisanexampleof________.a.brandextensionb.brandequityc.co-brandingd.internalmarketinge.cannibalization20.Whichofthestagesintheproductlifecycleischaracterizedbyrapidmarketacceptance,increasingsales,andincreasingprofits?a.introductionb.maturityc.growthd.declinee.development21.WhatactuallyleadstogreatercompetitioninthematuritystageofthePLC?a.overcapacityb.manycompetitorsc.poormanagementd.inadequatepromotione.alackofmoney文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.22.Somecompanieshaveadopteda________strategy,offeringjusttherightcombinationofqualityandgoodserviceatafairprice.a.value-basedpricingb.good-valuepricingc.cost-pluspricingd.low-priceimagee.noneoftheabove23.Lawyers,accountants,andotherprofessionalstypicallypricebyaddingastandardmarkupforprofit.Thisisknownas________.a.variablecostsb.cost-pluspricingc.value-basedpricingd.break-evenpricee.penetrationpricing24.Consumerperceptionsoftheproduct’svaluesetthe________.a.demandcurveb.floorc.ceilingd.variablecoste.image25.Bydefinition,aconventionaldistributionchannelconsistsofoneormoreindependentproducers,wholesalers,and________.a.productsb.retailersc.contractsd.strangerse.merchants26.Themostcommontypeofcontractualagreementinbusinessisthe________.a.franchiseorganizationb.verticalmarketingsystemc.conventionalmarketingchanneld.corporateVMSe.scrambledsystem27.Arecentmajortrend,wherebyproducersarebypassingintermediariesandgoingdirectlytofinalbuyers,orradicallynewtypesofchannelintermediariesareemergingtodisplacetraditionalonesisreferredtoas________.a.theverticalmarketingsystemb.thecorporatemarketingsystemc.disintermediation文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.d.thecorporatemergere.ahostiletakeover28.Thecommunicationtoolsacompanyusestopursueitsadvertisingandmarketingobjectivesisoftenreferredtoasthecompany’s________.a.directmarketingb.integratedmarketingc.promotionmixd.competitivemarketinge.targetmarketing29.Themajorpromotiontoolthatincludescatalogs,telephonemarketing,kiosks,theInternet,andmoreiscalled________.a.salespromotionb.directmarketingc.affordablemethodd.publicrelationse.advertising30.Amessageshowingaproduct’squality,economy,value,orperformanceiscalleda________appeal.a.structuralb.rationalc.emotionald.morale.linguistic1.B2.B3.C4.A5.D6.D7.B8.D9.C10.A11.C12.B13.A14.A15.D16.C17.B18.A19.A20.D21.A22.B.23.B24.C25.B26.A27.C28.C29.B30.BSection2ShortAnswerQuestions(25%)Answereachquestionwithadequateknowledgeyouhavelearnedinthiscourse.YouneedtopresentyouranswerandthequestionnumberintheAttachedAnswerSheet.1.Outlinethefourmajorstepsindesigningacustomer-drivenmarketingstrategy.(7%)AnswerKeysThefirststepismarketsegmentation:dividingamarketintosmallergroupsofbuyerswithdistinctneeds,characteristics,orbehaviors,whomightrequireseparateproductsormarketingmixes.Thecompanythenidentifiesdifferentwaystosegmentthemarket文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.anddevelopsprofilesoftheresultingmarketsegment.Thethirdstepisdifferentiatingthefirm’smarketofferingtocreatesuperiorcustomervalue.Thefinalstepismarketpositioning:arrangingforamarketofferingtooccupyaclear,distinctive,anddesirableplacerelativetocompetingproductsinthemindsoftargetconsumers..2.Discusstheimportanceofconsumerperceptionsofvalueandcoststosettingprices.(8%)AnswerKeysCustomerperceptionsofvaluesettheupperlimitforprices,andcostssetthelowerlimit.However,insettingpriceswithintheselimitsthecompanymustthenconsiderotherinternalandexternalfactors.Internalfactorsaffectingpricingincludethecompany’soverallmarketingstrategy,objectives,andmarketingmix,aswellasotherorganizationalconsiderations.Externalfactorsincludethenatureofthemarketanddemand,competitors’strategiesandprices,andotherenvironmentalfactors.3.Whatadvantagesdomultichanneldistributionsystemsofferintoday’smarkets?(8%)AnswerKeysWhatistheprincipleadvantageofusingamultichanneldistributionsystem?Witheachnewchannelinamultichanneldistributionsystemthecompanyexpandsitssalesandmarketcoverageandgainsopportunitiestotailoritsproductsandservicestothespecificneedsofdiversecustomersegments.PartOne：pleasechoosethebestoneanswerforeachquestions(215=30)1.Whichofthefollowingisincludedinthemarketingmix?a)developingproductb)pricingproductc)promotingproductd)placingproducte)alloftheabove2.Companiessellingmassconsumergoodsandservicessuchassoftdrinks,cosmetics,airtravel,andathleticshoesandequipmentspendagreatdealoftimetryingtoestablishasuperiorbrandimageinmarketscalled________.a)businessmarketsb)globalmarketsc)consumermarketsd)nonprofitandgovernmentalmarketse)servicemarkets3.Marketersoftenusetheterm________tocovervariousgroupingsofcustomers.a)peopleb)buyingpowerc)demographicsegment文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.d)socialclasspositione)market4.MegaComputershasdecidedtopromoteitsnewlineofcomputersbyofferingwholesalersandretailersanadditional5percentofflistprices.Thisstrategyisstrategy.a)placeb)productc)pushd)pull5.________ispricingaproductatalowerpriceinaforeignmarketthaninitshomemarket.a)Dumpingb)Pricediscountingc)Priceliningd)Psychologicalpricing6.Inresponsetogiantretailersandcategorykillers,entrepreneurialretailersarebuildingentertainmentintostoreswithcoffeebars,lectures,demonstrations,andperformances.Theyaremarketinga(n)________ratherthanaproductassortment.a)experienceb)customervaluec)customerdelightd)totalservicesolutione)intangiblebenefit(s)7.The________conceptholdsthatconsumersandbusinesses,ifleftalone,willordinarilynotbuyenoughoftheorganization’sproducts.a)productionb)sellingc)marketingd)product8.BillJonesislookingforagoodcaratanaffordableprice.Carisa________.a)shoppinggoodb)specialtygoodc)convenienceserviced)conveniencegood9.________onconsumerbehaviorincludefamily,opinionleaders,andreferencegroups,suchasfriends,co-workers,andprofessionalassociates.a)Personalinfluencesb)Socialinfluencesd)Psychologicalinfluencesd)Culturalinfluences10.Thebuyingprocessstartswhenthebuyerrecognizesa_________.a).productb)．anadvertisementfortheproductc).asalespersonfromapreviousvisitd).problemorneed11.Variablesfromcountriestoneighborhoodsthatmaybeconsideredindevelopingasegmentationstrategyarecalled________variables.a)psychographicb)geographic文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.c)productused)demographic12.Asabrandmanageryouhavedecidedtousethefullmarketcoverageapproachinmarketingtoyourcustomers.Withinthefullmarketcoverageapproach,youhaveselecteda(n)________strategywherebyyourfirmwilloperateinseveralmarketsegmentsanddesigndifferentproductsforeachsegment.a)Undifferentiatedb)differentiatedc)concentratedd)introverted13.________isamarketresearchtechniqueinwhichagroupofpeopleisgathered,presentedwithanissue,andaskedtodiscussitindepth.a).Surveyb).Observationc).Focusgroupsd).Experimentation14.Positioningis.a).amarketingstrategythatemphasizeslonglastingrelationshipswithcustomers.b)theprocessofdividingamarketintocategoriesofcustomertypes.c)thestudyofconsumerneedsandwants,andthewaysinwhichsellerscanbestmeetthem.d)theprocessofcollecting,storing,andretrievingdatainelectronicfiles.15.GMpurchasesbrakes,dashboards,andothercomponentsforitsvehiclesfrommanufacturersinsideandoutsidetheU.S.Inthiscapacity,GMisamemberofthemarket.a)resellermarketsb)industrialc)institutionald)governmentPartTwo：False/Truth(210=20)1.Consumersbuyproductsthatofferthebestvaluewhenitcomestomeetingtheirneedsandwants.文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.2.Mostmarketerssatisfyeveryoneinamarket—that’showtheystayinbusiness.3.Productsusedbycompaniestoproduceotherproductsarecalledconsumergoods.4.Agoodpricingstrategytouseintheintroductionstageoftheproductlifecycleistochargecost-plus.5.Acompanymayhavemultipleproductmixesbutonlyoneproductline.6.Co-brandingiswhentwoormorewell-knownexistingbrandsarecombinedintoajointproductand/ormarketedtogetherinsomefashion.7.Advertising,salespromotion,anddirectmarketingareallpartofwhatiscalledtheofferingmix.8.Directchannelsofdistributiondeliverproductstothehomeofbuyer.9.Value-basedpricingislowprice.10.Apushpromotionalstrategyisdesignedtoappealdirectlytoconsumerswhowilldemandtheproductfromretailers.PartThree：Short-Answer(20)1.Identifythefivestagesinthebuyerdecisionprocess.(5)2.Identifythemarketinggoalsineachstageoftheproductlifecycle.(4)3.Explainhowcompaniesidentifyattractivemarketsegmentsandchooseamarket-targetingstrategy(6).4.Describethemajorstrategiesforpricingnewproducts(5).PartFour：Application(152=30)1.Energizerisintroducinganewlineofbatteriesthatprovidealongerlifethanitsexistingmodels.Thebrandmanagerfornewlinebelievesmostofthepromotionbudgetshouldbespentonconsumerandtradepromotions,buttheassistantbrandmanagerthinksthepromotionmixshouldemphasizetelevisionadvertising.Whodoyouagreewith?Pleaseexplainyouranswer.2.Selectaretailerandcalculatehowmuchyouareworthtothatretailerifyoucontinuetoshoptherefortherestofyourlife(yourcustomerlifetimevalue).Whatfactorsshouldyouconsiderwhenderivinganestimateofyourlifetimevaluetoaretailer?Howcanaretailerincreaseyourlifetimevalue?SECTION1:TrueandFalseForeachofthefollowing,placea“T”ifthestatementis“true”,“F”ifthe文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.statementisfalse.(20marks)___F___1.“Marketing”isbestdescribedas“promotion”.____T__2.Allactivitiesinvolvedinsellingrenting,andprovidinggoodsandservicestoultimateconsumersforpersonal,familyorhouseholduseareknownasretailing.___F____3.Sellingbrand-nameproductsatlowerthanregularpriceis:guaranteedtocausealossnotawisebusinessdecision.___F___4.Themainreasonsafirmsegmentsitsmarketsistorefinesalesforecastsandallowformoreproductdifferentiation.____T___5.Selectingtargetmarketsmeanusingcriteriasuchascostofreachthesegmentandsizeandexpectedgrowth____F___6.Intermediariesmaketheflowofproductsfromproducerstobuyerspossiblebyperformingthreebasicfunctions:production,transmissionanddisplay___F___7.DuringtheintroductionstageofthePLC,salesgraduallyincreaseandcompetitionbecomestough.__T____8.ThemarketingobjectiveforthematuritystageofPLCistomaintainbrandloyalty.____F___9.Inintroductionstage,acompanyretainstheproductbutreducesmarketingsupportcostsitisinwhatstageofthePLC.___F___10.Afterbuyingaproduct,thecustomersisanxiousaboutthechoiceshe/hemade,thisiscalleddissatisfaction.SECTION2:MultipleChoice.(Total40,2Marks/Question)Rightanswersarehighlighted.1.Aconditionthatfavourspenetrationpricingis:A.Manysegmentsarepriceinsensitive.B.LowpriceimpliesgoodqualityC.Recoupinitialinvestmentscostsquicker.D.Manysegmentsarepricesensitive.2.Whenthepricesetterstressesthesupplyorcostsideofthepricingproblem,theyareusingA.Standard-orientationB.Cost-orientedC.Demand-orientedD.Target-oriented.3.Theretailpositionmatrixmakesuseofthesetwodimensions:A.Widthanddepthofproductline.B.Serviceofferedandproductline.C.Pricelevelsandlocations.文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.D.Pricingstrategiesandcompetition.4.Anypaidformofnonpersonalcommunicationaboutanorganization,good,serviceorideabyanidentifiedsponsoriscalled:A.PublicityB.Publicrelation.C.AdvertisingD.Promotion5.Questionssuchas:”Whatadsdoyourememberseeingyesterday?”areanexampleofwhattypeofpost-test?A.AidedrecallB.UnaidedrecallC.InquirytestD.Attitudetest.6.Normsandexpectationsaboutthewaypeopledothingsinaspecificcountryarereferredtoas:A.NationalcharacterB.CustomsC.ValuesD.Preferences.7.Amarketsegmentwouldhaveacollectionofprospectivebuyersthatare:A.ReadytobuyB.ShowingunfilledneedsC.RelativelyheterogeneousD.Relativelyhomogeneous.8.OneofthefollowingisNOTacriteriawhenformingsegments:A.PotentialforhigherprofitsandROI.B.SimilarityofneedsC.DifferenceinneedsofbuyersamongsegmentsD.Fewercustomercomplaints.9.Theframeworktorelatethemarketsegmentsofpotentialbuyerstoproductsofferedorpotentialmarketingactionsbythefirmiscalled:A.ActiongridB.RelationgridC.ProductgridD.Marketgrid.10.Whenafirmdistributestotwoormoredifferenttypesofchannelsforthesameproduct,thisiscalled:A.Doublechannelduty……………………………………………………………装订线…………………………………………………文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.B.DualnetworkC.SplitdistributionD.Dualdistribution11.Professionalmanagedandcentrallycoordinatedmarketingchannelsdesignedtoachievechanneleconomiesandmaximummarketingimpactarecalled:A.VerticalmarketingsystemsB.HorizontalmarketingsystemsC.CentrallycoordinatedsystemsD.Professionalcoordinatedmarketingsystems.12.AutomobilesandTV’sareinwhatstageofthePLCA.IntroductionB.GrowthC.MaturityD.Decline13.WhichofthefollowingisNOToneofthe5situationalinfluencesthathaveanimpactonthepurchasedecisionprocess.A.SocialsurroundingB.PhysicalsurroundingsC.CashonhandD.TemporaleffectsE.Purchasetask14.Whattypeofadgetstheconsumerstotakeimmediateaction?A.Delayed-responseadvertisingB.Direct-responseadvertisingC.Direct-triggeradvertisingD.Direct-actionadvertising15.Afterbeingshownanad,respondentsareaskedwhethertheirpreviousexposuretoitwasthroughreading,viewingorlistening.Thisisanexampleofwhattypeofpost-test?A.AidedrecallB.UnaidedrecallC.AttitudetestsD.Inquirytests16.Themarketingoftwoormoreproductsinasinglepackagepriceiscalleda.Targetpricingb.Bundlepricingc.Odd-evenpricingd.Pricelining.17.Whichmethodofpricingisbasedonthe“learningeffect”?文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.A.Cost-pluspricingB.ExperiencecurvepricingC.TargetprofitpricingD.Loss-leaderpricing18.Theprocessofconveyingamessagetoothersthatrequiressixcentralcommunicationelementsiscalled:A.ExchangeB.DialogueC.CommunicationD.Feedback19.Whichpromotionalmixalternativesallowsthesellertoseeorhearthepotentialbuyersreactiontothemessage?A.AdvertisingB.PersonalsellingC.PublicrelationsD.Salespromotions20.UsingPriceasameasureofthequalityofaproductandsettingpricehighis:A.PrestigepricingB.PricingLiningC.Pricingodd-evenD.TargetpricingSECTION3:SHORTANSWERS(40marks)Question1(20marks-Branding)ProImageThemarketingofprofessionalanduniversityteamsportswearandnoveltyitemsisa$3billion-a-yearindustry.ProImagewasoneofthefirstfranchiseroftheone-stopsportsfanshop.ProImagecontrolsover130stores,withanadditional100franchisedoutlets.Eachfranchisestorecostsroughly$100,000,approximately$16,000ofwhichcoversthefranchisefeewiththerestgoingtowardinventoryandstoreimprovements.ProImageassistsfranchiseesinsiteselection,leasenegotiation,andadvertising.ProImagerequiresnewownerstoattendafour-daytrainingsession.Otherassistanceincludesabusinesshotlineandacomputerizedinventoryandsalessystem.Asanaddedservicetheystockhardtogetitemsina4,500square-footwarehouse,makingthemmorereadilyavailabletofranchisees.2a)Supposeyouareinterestedinopeningasportsfanshop.Whataretheadvantagesanddisadvantagesofbecomingpartofafranchiseoperation?(10marks)Answers文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.Forfranchisor:•Expansion:VC&control•Legalconsiderationnomorelicenses•OperationconsiderationfranchiseehasgreaterincentivethanemployeeForfranchisee:•Employmentawayofowningabusiness•Quickstartaproventrademark•TrainingFranchisorprovidesignificanttrainingForfranchisor:•LimitedpoolofavailablefranchiseesFinancialresources&desire•ControlCarefulscreenfranchiseeIllegaloperationbyfranchiseedamagegoodwilloffranchisorForfranchisee:•NoguaranteeBusinessrisk•ControlLossofcontrolRequiredtofollowsystem•Pricefranchisefee,ongoingroyaltiesandadvertisingcontributions•Conflictsactinginbadfaith2b)Afranchiseisdescribedaswhattypeofverticalmarketingsystem?Howdoesthissystemdifferfromtheothertwotypes?(10marks)AnswersFranchisingisoncontractualbase.Theothertwoarebasedon:corporatecontroloradministrativecontrol.Question2(20marks-pricing)FormanyyearstheCompaqComputercompanysucceededinthemarketplaceby文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.makingavarietyofexcellentqualitycomputersthatweresoldthroughaseriesofresellers(suchasCircuitCity,BestBuy,andotherelectronicretailers).However,becauseofpricepressuresfromsuchdirectmarketersasDellandGateway,profitshaveshrunk.ThemanagementofCompaqdecidedtotakeboldpricinganddistributionstrategytooffsettheseproblemsandchallenges.Thecompanybegantoslowlydeveloptheirownnetworkofretailoutletsor“Compaqstores”inwhichtodistributetheirnewestproducts.1a)IfyouweretheVPMarketingforCompaq,whatpricingstrategywouldyourecommendforthenewCompaqstores–marketskimmingpricingormarketpenetrationpricing?Considerrelationshipswithyour“olddistributors,”currentcompetitors,andconsumersinyourdecision.Explainyourrationaleandanyadvantages/disadvantagesofyourchoice.(15marks)Answers:Eitheroneisfine.StudentsarerequiredtoconsiderthethreeCs,customer,competitorandcost/companytosetapricelevel.Skimming•Willingtobuy•Enoughdemand•Customer’sinterpretationofhighpriceashighquality•Notattractcompetition•HighR&Dcost.Penetration:PricesensitiveconsumersDiscouragecompetitionUnitcostdecreasesdramaticallywiththesalesvolume.AnswersStudentsshouldmentionthedifferentpriceonlinevs.offlinemightcausechannelconflicts.1b)Discussthetype(s)ofdistributionstrategyCompaqComputercompanyisusing.(5marks).DualDistributionorMulti-marketingchannelSECTION1:TrueandFalseForeachofthefollowing,placea“T”ifthestatementis“true”,“F”ifthestatementisfalse.(20marks,2marks/Question)___F___1.“Marketing”isbestdescribedas“selling”.____F__2.Marketsharecanbedefinedinbothcurrencyaswellasinunitssold.Becausebothratioscalculatemarketshare,marketsharewillbethesameforafirm文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.regardlesswhichmeasurementisused.____F___3.A“high-involvementpurchase”usuallyinvolvesaconsiderableamountoftimeresearchingtheproductandtheproductisaroutinepurchase.____F___4.Acohesivemarketingmixconsistsoftheproduct,promotion,price,andpersonnel.____F___5.Thefirststepinthepurchasedecisionprocessisinformationsearch._____F__6.Whenthepricesetterstressesthesupplyorcostsideofthepricingproblem,theyareusingdemand-orientedapproach.____F___7.Retailpositionmatrixmakesuseofthesetwodimensions:ServiceandValueadded.____F___8.Amarketsegmentwouldhaveacollectionofprospectivebuyersthatarereadytobuy。_____F__9.Theperceptualmapisameansofdisplayorgraphingintwodimensionsthelocationofproductsorbrandsinthemindsofmanagers.____F__10.Thedifferencebetweenadirectchannelandanindirectchannelisthattheconsumersmustgotointernettopurchaseindirectchannel.SECTION2:MultipleChoice：ChooseJustOneAnswer(Total38,2Marks/Question)1.AtwhatstageofthePLC(ProductLifeCycle)canahigherpriceusuallybecharged?A.IntroductionorB.GrowthC.MaturityD.DeclineE.R&DEra2.UsingPriceasameasureofthequalityofaproductandsettingpricehighis:E.PrestigepricingF.PricingLiningG.Pricingodd-evenH.Targetpricing3.Allactivitiesinvolvedinsellingrenting,andprovidinggoodsandservicestoultimateconsumersforpersonal,familyorhouseholduseareknownas:A.MarketingB.RetailingC.PersonalSellingD.Salespromotion4.Thestorecarriesamixofautomotive,outdoor,sporting,anddecorationgoodsaswellashousewares.Whattermwoulddescribeitsproductline?A.Complexity得分文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.B.BreadthC.DepthD.Richness5.Sellingbrand-nameproductsatlowerthanregularpriceis:A.Guaranteedtocausealossnotawisebusinessdecision.B.Off-priceretailingC.MarkupD.Shrinkage.6.Anypaidformofnonpersonalcommunicationaboutanorganization,good,serviceorideabyanidentifiedsponsoriscalled:E.PublicityF.Publicrelation.G.AdvertisingH.Promotion7.Questionssuchas:”Whatadsdoyourememberseeingyesterday?”areanexampleofwhattypeofpost-test?E.AidedrecallF.UnaidedrecallG.InquirytestH.Attitudetest.8.Normsandexpectationsaboutthewaypeopledothingsinaspecificcountryarereferredtoas:E.NationalcharacterF.CustomsG.ValuesH.Preferences9.Themainreasonsafirmsegmentsitsmarketsare:A.Torefinesalesforecastsandallowformoreproductdifferentiation.B.Tocreatemoreword-of-mouthinamarket.C.TofocusadvertisingandmonitorsalesD.Torespondtodifferentneedsandwantsinmarketandincreasessalesandprofits10.OneofthefollowingisNOTacriteriawhenformingsegments:E.PotentialforhigherprofitsandROI.F.SimilarityofneedsG.DifferenceinneedsofbuyersamongsegmentsH.Fewercustomercomplaints.11.Selectingtargetmarketsmeansusingcriteriasuchascostofreachthesegmentand__:文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.A.SizeandexpectedgrowthB.MarketinginvestmentC.DensityofpopulationD.Valuesofcustomers.12.Theframeworktorelatethemarketsegmentsofpotentialbuyerstoproductsofferedorpotentialmarketingactionsbythefirmiscalled:E.ActiongridF.RelationgridG.ProductgridH.Marketgrid.13.Intermediariesmaketheflowofproductsfromproducerstobuyerspossiblebyperformingthreebasicfunctions:A.Production,transmissionanddisplayB.Assorting,storingandsortingC.Transactional,logisticalandfacilitationD.Buyingsortingandfinancing14.Risktaking,transportingandgrading.Professionalmanagedandcentrallycoordinatedmarketingchannelsdesignedtoachievechanneleconomiesandmaximummarketingimpactarecalled:E.VerticalmarketingsystemsF.HorizontalmarketingsystemsG.CentrallycoordinatedsystemsH.Professionalcoordinatedmarketingsystems.15.DuringtheintroductionstageofthePLC,salesgraduallyincreaseandA.CompetitionbecomestoughB.Profitsareminimalifnotnegative.C.MoreinvestorsneededD.Thepromotionisfinished.16.ThemarketingobjectiveforthematuritystageofPLCistoA.MaintainbrandloyaltyB.StressdifferentiationC.HarvestD.Gainawareness17.WhenacompanyretainstheproductbutreducesmarketingsupportcostsitisinwhatstageofthePLCA.DeclineB.MaturityC.GrowthD.Introduction……………………………………………………………装订线…………………………………………………文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.18.If,afterbuyingaproduct,thecustomersisanxiousaboutthechoiceshe/hemade,thisiscalled:A.PostpurchasebehaviorB.CognitivedissonanceC.ComparativetensionD.Buyers’dissatisfaction.19.LearningreferstobehaviorsthatresultfromA.RepetitionofexperienceB.ThinkingC.ObservationD.Repetitionofexperience,thinkingandobservation.Section3:ShortAnswers(Total42Marks)1.Inyourownwords,andin1or2lines,describewhatismarketing?<7Marks>AnswersUnderstandingconsumerneedsandwantsDeliveringconsumersatisfactionandvalueOrDeliverCustomerSatisfactionataprofit.OrAnorganizationalfunctionandasetofprocessesforcreating,communicating,anddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders.2.ChumbyIndustrieshasprimarilyreliedoninternetforpromotingtheChumby.Supposeitcomestoyoutolearnmoreaboutotherpromotionaloptions:<10Marks>a.BrieflyexplaintheconceptofIMCtotheChumbyIndustriesmanagement.(6marks)AnswersThecoordinationandintegrationofallpromotionalactivitiesforaproductorservicetodeliveraclear,consistentandcompellingmessagestotargetmarket(1mark).MentioningthefourpartsofIMC:Advertising,SalesPromotion,PersonalSellingandPublicRelationsb.ProvidethemanagementakeyadvantageofusinganIMC.(2mark)Moreeffectivewaytocommunicatethananysinglepromotionalmix.(1mark)c.AlertthemanagementtoatleasttwopotentialdifficultiesthattheywouldneedtobecarefulaboutwhendesigninganIMCforChumby.(2marks)文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.AnswersHighcosttoimplement(1mark)anddifficulttocoordinate(1mark)Oranydisadvantageofthefiveelementsarefine.3.Buffalo-basedBellAerospaceInc.ispreparingtocommercializeitspatented“JetPack”.(Total25)AnswersTheJetPackstrapsontothebackofitswearerlikeaknapsack.Thewearer,then,usingahand-heldthruster,isabletotransporthimself/herselfadistanceofupto100metersby“flyingthroughtheair.”AweareroftheJetPackcanreachheightsofupto20meters.Bell’sJetPackismadeoflightweightaluminum.Itisrectangularindesign(dimensions:22cmx22cmx8cm)andweighs12lbswhenfilledwithfuel.Itisfueledbyperoxide,canreachspeedsofupto15kms/hourandissilver.BellAerospaceexpectstheproducttobeavailableforadultsbetweentheweightsof130and150lbsinNovember2005.a)AssumingtheBellJetPackistargetedtowardstheconsumermarketplace(ieNOTbusinesstobusiness),pleasechooseyourtargetmarket,explainthereasonforchoosingthattargetmarketanddescribethattargetmarket.(15)Nospecificanswer.Requirestudentstobeabletosegmentthemarketonabaseanddescribethemarketfromdifferentvariables.Beabletousetheprofessionalterms:demographical,social-status,personality,value,psychological,geographical,behavioraletc.Requirestudentsbeabletounderstandthecriteriatochooseatargetmarket:ThesizeandpotentialgrowthThefitbetweentheproductandthebenefitssoughtbythetargetmarketThesynergybetweenproductlinesofthecompanyThepurchasepowerofthecustomers.CostofreachingthemarketCompatibilitywiththefirms’objectivesCompetitiveposition2)Wouldyourecommendaskimmingpricingorpenetrationpricingstrategyforthisnewproduct?Why?(10)Eitheroneisfine.StudentsarerequiredtoconsiderthethreeCs,customer,competitorandcost/companytosetapricelevel.Skimming文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.•Willingtobuy•Enoughdemand•Customer’sinterpretationofhighpriceashighquality•Notattractcompetition•HighR&Dcost.Penetration:PricesensitiveconsumersDiscouragecompetitionUnitcostdecreasesdramaticallywiththesalesvolume.SECTION1:TrueandFalseForeachofthefollowing,placea“T”ifthestatementis“true”,“F”ifthestatementisfalse.(20marks)__F____1.Whenthepricesetterstressesthesupplyorcostsideofthepricingproblem,theyareusingcompetition-orientationpricing.____T__2.Allactivitiesinvolvedinsellingrenting,andprovidinggoodsandservicestoultimateconsumersforpersonal,familyorhouseholduseareknownasretailing.___F___3.Anypaidformofnonpersonalcommunicationaboutanorganization,good,serviceorideabyanidentifiedsponsoriscalled:publicity___F___4.Themainreasonsafirmsegmentsitsmarketsistorefinesalesforecastsandallowformoreproductdifferentiation.____F___5.Theretailpositionmatrixmakesuseofthesetwodimensions:widthanddepthofproductline._____T___6.Thepurchaseofabottleofwaterisalow-involvementpurchase.___F___7.DuringtheintroductionstageofthePLC,salesgraduallyincreaseandcompetitionbecomestough.___F___8“Marketing”isbestdescribedas“selling”__T____9.ThemarketingobjectiveforthematuritystageofPLCistomaintainbrandloyalty.____F___10.Inintroductionstage,acompanyretainstheproductbutreducesmarketingsupportcostsitisinwhatstageofthePLC.SECTION2:MultipleChoice.(Total40,2Marks/Question)Rightanswersarehighlighted.1.Betweenclasses,manycollegestudentsstopatconvenientlylocatedvendingmachinesfortheirfavoritecandybarandsoftdrink.Theirchoicesaregenerallymadequicklyandwithlittleornoefforttoconsideralternativeproductofferings.Thecollegestudentsdescribedherearemostlikelyinvolvedin__________.a)limitedproblemsolvingsituationsb)routineproblemsolvingsituations文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.c)extensiveproblemsolvingsituationsd)intensiveproblemsolvingsituationse)unlimitedproblemsolvingsituationsAns:bFeedback:Routinepurchasedecisionsinvolvelow-priced,frequentlypurchasedproducts.Consumerstypicallyspendverylittleeffortortimeseekingorevaluatingalternatives.Purchasedecisionsresemblehabitualresponsesandaretypicaloflow-involvementdecisions.2.Theanxietyfeltbecausetheconsumercannotanticipatetheoutcomesofapurchasebutbelievestheremaybenegativeconsequencesiscalled__________.a)anegativeantecedentb)perceivedriskc)temporaluncertaintyd)spatialuncertaintye)buyers\'remorseAns:b3.Becausetheaverageconsumeroperatesinacomplexenvironment,thehumanbrainattemptstoorganizeandinterpretinformationwithaprocesscalled__________.a)selectiveretentionb)selectiveattentionc)selectiveexposured)selectiveperceptione)stimulusdiscriminationAns:d4.Questionssuchas:”Whatadsdoyourememberseeingyesterday?”areanexampleofwhattypeofpost-test?I.AidedrecallJ.UnaidedrecallK.InquirytestL.Attitudetest.5.__________isafavorableattitudetowardandconsistentpurchaseofasinglebrandovertime.a)Brandbiasb)Branddiscriminationc)Brandloyaltyd)Behavioralloyalty文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.e)SelectiveperceptionAns:c6.Amarketsegmentwouldhaveacollectionofprospectivebuyersthatare:a)Readytobuyb)Showingunfilledneedsc)Relativelyheterogeneousd)Relativelyhomogeneous.7.KFCinJapansellstempuracrispystrips.InnorthernEngland,itstressesgravyandpotatoes,whileinThailanditoffersfreshrice.InHollandinsteadofpotatoes,KFCofferscustomersapotatoandonioncroquette.InFrance,KFCsellspastriesalongsideitschicken.TheseexamplesillustratethatKFCexhibitsanunderstandingofandappreciationforthe__________ofothersocieties.a)demographicsb)symbolsc)customsd)sensitivitiese)selectiveperceptionAns:cFeedback:Customsarewhatisconsiderednormalandexpectedaboutthewaypeopledothings(includingwhattheyeat)inaspecificcountry.KFCservesfoodthatsuitsthetastesofitstargetmarketsineachofthecountrieslisted.8.Theframeworktorelatethemarketsegmentsofpotentialbuyerstoproductsofferedorpotentialmarketingactionsbythefirmiscalled:a)Actiongridb)Relationgridc)Productgridd)Marketgrid.9.Whenafirmdistributestotwoormoredifferenttypesofchannelsforthesameproduct,thisiscalled:a)Doublechanneldutyb)Dualnetworkc)Splitdistributiond)Dualdistribution10.WhichofthefollowingisNOTacriterionusedinformingsegments?a)Potentialforincreasedprofitb)Similarityofneedsofpotentialbuyerswithinasegmentc)Competitivepositiond)Potentialofmarketingactiontoreachasegment……………………………………………………………装订线…………………………………………………文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.e)SimplicityandcostofassigningpotentialbuyerstosegmentsAns:cFeedback:Competitivepositionisareasonforselectingamarket,notforsegmentingit.Thefivecriteriatobeusedinformingsegmentsinclude(1)potentialforincreasedprofit;(2)similarityofneedsofpotentialbuyerswithinasegment;(3)differenceofneedsofbuyersamongsegments;(4)potentialofamarketingactiontoreachasegment;(5)simplicityandcostofassigningpotentialbuyerstosegments.11.AutomobilesandTV’sareinwhatstageofthePLCa)Introductionb)Growthc)Maturityd)Decline12.Campbell\'sfoundthatitscannednachocheesesauce,whichcouldbeheatedandpoureddirectlyontonachochips,wastoohotforAmericansintheEastandnothotenoughforthoseintheWestandSouthwest.Today,Campbell\'splantsinTexasandCaliforniaproduceahotternachocheesesaucethanthatproducedintheotherplants.Campbell\'sisusing__________segmentation.a)ageb)behavioralc)socioeconomicd)geographice)perceptualAns:dFeedback:Campbell\'sismarketingadifferentsaucetodifferentmarketsdependingonwheretheyarelocated.Thisisgeographicsegmentation.13.Whattypeofadgetstheconsumerstotakeimmediateaction?a)Delayed-responseadvertisingb)Direct-responseadvertisingc)Direct-triggeradvertisingd)Direct-actionadvertising14.Theconsumersrepresentedby"B"inFigure11-5arecalled__________.a)innovatorsb)latemajorityc)earlymajorityd)earlyadopterse)laggardsAns:dFeedback:Figure11-5showstheconsumerpopulationdividedintofivecategories文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.ofproductadoptersbasedonwhentheyadoptanewproduct:(A)innovators,(B)earlyadopters,(C)earlymajority,(D)latemajorityand(E)laggards.15.Sugarcaneproducersarenowpromotingthemasanalternativesourceofenergytooil.Theyare__________.a)findingnewusersthroughaproductmodificationstrategyb)creatingnewusesituationsthroughamarketmodificationstrategyc)increasingusebyexistingcustomersthroughaproductmodificationstrategyd)modifyingtheproductcharacteristicse)demarketingtheproductAns:bFeedback:Withmarketmodificationstrategies,acompanytriestofindnewcustomers,increaseaproduct\'suseamongexistingcustomersorcreatenewusesituations.Findingnewusesforamorematureproducthelpsextendtheproduct\'slifecycle,asinthecaseofsugarcanes.16.PizzaHut’srecentintroductionofthethinandcrispycrustpizzaontopofitsoriginalthickcrustisanexampleof__________andshouldattractnewbuyers.a)amarket-productstrategyb)diversificationc)marketmodificationd)productmodificatione)harvestingAns:dFeedback:Productmodificationisastrategythatinvolvesalteringaproduct\'scharacteristicsuchasitsquality,performanceorappearancetotrytoincreasetheproduct\'svaluetocustomersandincreasesales.17.Themarketingoftwoormoreproductsinasinglepackagepriceiscalleda)Targetpricingb)Bundlepricingc)Odd-evenpricingd)Pricelining.18.InresponsetoDuracell\'sintroductionoftheDuracellUltrabattery,EnergizerintroducedanAdvancedFormulabattery,butunlikeDuracell,Energizerpriceditsbatteriesatalowinitialpricetoattractthemassmarket.Energizerused__________.a)penetrationpricingb)prestigepricingc)skimmingpricingd)pricelininge)cost-plusfixed-feepricing文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.Ans:aFeedback:Penetrationpricingissettingalowinitialpriceofanewproduct—thestrategyEnergizerchose.19.Whichpromotionalmixalternativesallowsthesellertoseeorhearthepotentialbuyersreactiontothemessage?a)Advertisingb)Personalsellingc)Publicrelationsd)Salespromotions20.Tohandleproductsinthedeclinestageoftheproductlifecycle,companiesoftenuseeither__________.a)diversificationorharvestingb)diversificationorcontractingc)deletionorharvestingd)deletionordiversificatione)buildingorcontractingAns:cFeedback:Tohandleadecliningproduct,acompanywillfollowoneoftwostrategies.Deletionisdroppingtheproductfromthecompany\'sproductline;harvestingisretainingtheproductbutreducingmarketingcosts.SECTION3:SHORTANSWERS(40marks)Question1(20marks-Branding)ProImageThemarketingofprofessionalanduniversityteamsportswearandnoveltyitemsisa$3billion-a-yearindustry.ProImagewasoneofthefirstfranchiseroftheone-stopsportsfanshop.ProImagecontrolsover130stores,withanadditional100franchisedoutlets.Eachfranchisestorecostsroughly$100,000,approximately$16,000ofwhichcoversthefranchisefeewiththerestgoingtowardinventoryandstoreimprovements.ProImageassistsfranchiseesinsiteselection,leasenegotiation,andadvertising.ProImagerequiresnewownerstoattendafour-daytrainingsession.Otherassistanceincludesabusinesshotlineandacomputerizedinventoryandsalessystem.Asanaddedservicetheystockhardtogetitemsina4,500square-footwarehouse,makingthemmorereadilyavailabletofranchisees.2a)Supposeyouareinterestedinopeningasportsfanshop.Whataretheadvantagesanddisadvantagesofbecomingpartofafranchiseoperation?(10marks)AnswersForfranchisor:得分文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.•Expansion:VC&control•Legalconsiderationnomorelicenses•OperationconsiderationfranchiseehasgreaterincentivethanemployeeForfranchisee:•Employmentawayofowningabusiness•Quickstartaproventrademark•TrainingFranchisorprovidesignificanttrainingForfranchisor:•LimitedpoolofavailablefranchiseesFinancialresources&desire•ControlCarefulscreenfranchiseeIllegaloperationbyfranchiseedamagegoodwilloffranchisorForfranchisee:•NoguaranteeBusinessrisk•ControlLossofcontrolRequiredtofollowsystem•Pricefranchisefee,ongoingroyaltiesandadvertisingcontributions•Conflictsactinginbadfaith2b)Afranchiseisdescribedaswhattypeofverticalmarketingsystem?Howdoesthissystemdifferfromtheothertwotypes?(10marks)AnswersFranchisingisoncontractualbase.Theothertwoarebasedon:corporatecontroloradministrativecontrol.Question2(20Marks)GURU,aChinabasedbrand,isanenergydrinkmadefromallnaturalingredients.Itcombinesthepowerofcarefullychoseningredientsfromaroundtheworld.文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.GURUdrinkismadefromcarbonatedwater,whitegrapejuiceconcentrate,naturalflavors,guaranaextract,lemonjuice,ginsengextract,Echinaceaextractandginkgobilobaextract.Whiletheprimarybenefitofmostotherbeveragesonthemarkettodayistoquenchthirstandrefresh,GURU’smainbenefitistoprovidetheuserwithnotonlyaboostofphysicalenergy,butamentaloneaswell.GURUisusedtodeliveryenergyforathleticperformanceandtoaidmemory(helpingstudentsstudy).2.a)AssumingGURUisabouttoenterthematurityphaseintheproductlifecycle.WhatchangestothemarketingmixwouldyouadvisethemanagementofGURUasitentersthisphaseoftheProductLifeCycle?(10marks)AnswersProduct:DifferentversionPrice:lowerpricePlace:intensivedistributionPromotion:reminding,competitivead,salespromotion.(2.5each)2.b)HowcouldGURUextenditsproductlifecycle?(4)AnswersModifytheproductModifythemarketRepositioning2c)WhichpricingstrategywouldyousuggesttoGuru,skimmingpricingorpenetrationpricingatcurrentproductlifecyclestage?Explainwhy.(6marks)AnswersThereisnorightanswer.Aslongasstudentsindicate3reasons,theygetthepoints.PenetrationPricing.a.Settingalowinitialpriceonanewproducttoappealimmediatelytothemassmarketispenetrationpricing,theexactoppositeofskimmingpricing.b.Theconditionsfavoringpenetrationpricingare:文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.\uf095\uf020Manysegmentsofthemarketarepricesensitive.\uf095\uf020Alowinitialpricediscouragescompetitorsfromenteringthemarket.\uf095\uf020Unitproductionandmarketingcostsfalldramaticallyasproductionvolumesincrease.c.Afirmusingpenetrationpricingmay:\uf095\uf020Maintaintheinitialpriceforatimetogainprofitlostfromitslowintroductorylevel.\uf095\uf020Lowerthepricefurther,countingonthenewvolumetogeneratethenecessaryprofit.d.Penetrationpricingmayfollowskimmingpricing:\uf095\uf020Afirmmightinitiallypriceaproducthightoattractprice-insensitiveconsumersaswellasrecoupinitialR&Dcostsandintroductorypromotionalexpenses.\uf095\uf020Then,penetrationpricingisusedtoappealtoabroadersegmentofthepopulationandincreasemarketshare.SkimmingPricing.a.Afirmintroducinganeworinnovativeproductcanuseskimmingpricing,settingthehighestinitialpricethatcustomersreallydesiringtheproductarewillingtopay.\uf095\uf020Thesecustomersarenotverypricesensitive.Theyweighthenewproduct’sprice,andqualityagainstthesamecharacteristicsofsubstitutes.\uf095\uf020Asconsumerdemandissatisfied,thefirmlowersthepricetoattractanother,moreprice-sensitivesegment.\uf095\uf020Skimmingpricinggetsitsnamefromskimmingsuccessivelayersof“cream,”orcustomersegments,aspricesareloweredinaseriesofsteps.b.Skimmingpricingisaneffectivestrategywhen:\uf095\uf020Enoughcustomersarewillingtobuytheproductatthehighinitialpricetomakethesesalesprofitable.\uf095\uf020Thehighinitialpricewillnotattractcompetitors.\uf095\uf020Loweringpricehasonlyaminoreffectonincreasingthesalesvolumeandreducingtheunitcosts.\uf095\uf020Customersinterpretthehighpriceashighquality.\uf095\uf020Thesefourconditionsaremostlikelytoexistwhenpatentsorcopyrightsprotectthenewproductoritsuniquenessisunderstoodandvaluedbyconsumers.SECTION1:TrueandFalseForeachofthefollowing,placea“T”ifthestatementis“true”,“F”ifthe文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.statementisfalse.(20marks,2marks/Question)___T__1.Competitiveadvantageisauniquestrengthrelativetocompetitors,oftenbasedonquality,time,costor,innovation.___F__2.Marketsharecanbedefinedinbothcurrencyaswellasinunitssold.Becausebothratioscalculatemarketshare,marketsharewillbethesameforafirmregardlesswhichmeasurementisused.___F_3.A“high-involvementpurchase”usuallyinvolvesaconsiderableamountoftimeresearchingtheproductandtheproductisaroutinepurchase.___T_4.Acompanyengagedinenvironmentalscanningiscontinuallyacquiringinformationoneventsoccurringoutsidetheorganizationtoidentifyandinterpretpotentialtrends.__F__5.Attheinformationsearchstageofthepurchasedecisionprocess,aconsumercomparestheproductwithhisorherexpectationsandiseithersatisfiedordissatisfied.____F__6.Acohesivemarketingmixconsistsoftheproduct,promotion,price,andpersonnel.____F__7.Publicityisanypaidformofnonpersonalcommunicationaboutanorganization,good,serviceorideabyanidentifiedsponsor.____T__8.Directmailandcatalogretailingareexamplesofnonstoreretailing.___F___9.Marketsegmentwouldhaveacollectionofprospectivebuyersthatarereadytobuy。____F__10.“Marketing”isbestdescribedas“promotion”.SECTION2:MultipleChoice：ChooseJustOneAnswer(Total40,2Marks/Question)1.__________arewhatisconsiderednormalandexpectedaboutthewaypeopledothingsinaspecificcountry.A.MoralsB.EthicsC.ValuesD.CustomsAns:d2.Questionssuchas:”Whatadsdoyourememberseeingyesterday?”areanexampleofwhattypeofpost-test?M.AidedrecallN.UnaidedrecallO.InquirytestP.Attitudetest.Ans:b3.Thegroupofbrandsaconsumerwouldconsideracceptablefromamongallthe文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.brandsintheproductclassofwhichheorsheisawareisthe__________.A.evaluativesetB.evolvedsetC.considerationsetD.alternativeselectiongroupE.aspirationgroupAns:c4.Allactivitiesinvolvedinsellingrenting,andprovidinggoodsandservicestoultimateconsumersforpersonal,familyorhouseholduseareknownas:E.MarketingF.RetailingG.PersonalSellingH.SalespromotionAns:B5.Aconsumer\'s__________referstothepersonal,socialandeconomicsignificanceofthepurchasetotheconsumer.A.involvementB.aspirationC.acculturativeresponseD.motivationE.selectiveperceptionAns:a6.AtwhatstageofthePLC(ProductLifeCycle)canahigherpriceusuallybecharged?F.IntroductionG.GrowthH.MaturityI.DeclineJ.R&DEraAns:A.7．Acompanythatsetsalowinitialpriceonanewproducttoappealimmediatelytothemassmarketisusing__________.a)skimmingpricingb)penetrationpricingc)priceliningd)odd-evenpricinge)prestigepricingAns:b8.UsingPriceasameasureofthequalityofaproductandsettingpricehighis:文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.I.PrestigepricingJ.PricingLiningK.Pricingodd-evenL.TargetpricingAns:a9.Themainreasonsafirmsegmentsitsmarketsare:E.Torefinesalesforecastsandallowformoreproductdifferentiation.F.Tocreatemoreword-of-mouthinamarket.G.TofocusadvertisingandmonitorsalesH.TorespondtodifferentneedsandwantsinmarketandincreasessalesandprofitsAns:D10.A(n)__________intheconsumerpurchasedecisionprocessoccurswhenconsumersscantheirmemoryforpreviousexperienceswithproductsorbrands.A.problemrecognitionB.internalsearchC.externalsearchD.purchasetaskE.antecedentstateAns:b11.Selectingtargetmarketsmeansusingcriteriasuchascostofreachthesegmentand__:E.SizeandexpectedgrowthF.MarketinginvestmentG.DensityofpopulationH.Valuesofcustomers.Ans:a.12.Using__________,manyretailersdeliberatelysellproductsbelowtheirnormalprices(andsometimesbelowcost)toattractattentionandinduceadditionalstoretraffic.A.customarypricingB.above-marketpricingC.loss-leaderpricingD.prestigepricingE.skimmingpricingAns:cFeedback:Loss-leaderpricingisdeliberatelypricingaproductbelowitscustomarypricetoattractconsumerattentiontoit.Itishopedthatcustomerswillbuyother,higher-marginproductswhileinthestore.文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.13.Melissahasjusttoldhersupervisor,"I\'msogladIboughttheMotorolaRAZR2ratherthanthoseotherphonesIwaslookingat.Icandomyemail,accessmymusicandevensearchthewebwithit.It\'slikehavingamini-computerinmypocket".WhichstageoftheconsumerpurchasedecisionprocessisdemonstratedbyMelissa\'sconversation?A.ProblemrecognitionB.InformationsearchC.AlternativeevaluationD.PurchasedecisionE.Post-purchasebehaviorAns:eFeedback:Afterbuyingaproductaconsumercomparesitwithhisorherexpectationsandiseithersatisfiedordissatisfied.Theconsumermayattempttoreducecognitivedissonancebyreinforcingthebeliefthatheorshemadetherightchoice.Thisoccursatthepost-purchasestage.14.Acountry\'seconomicinfrastructureconsistsofallofthefollowingEXCEPT__________.A.distributionsystemsB.telephonelinesC.roadsD.banksE.politicalsystemAns:eFeedback:Communications,transportationsystems,financialservicesaswellasdistributionsystemscontributetoanation\'seconomicinfrastructure.Thepoliticalsystem,whileimportantisnotincludedinthetermeconomicinfrastructure.15.Customersatisfactionisanimportantfocusformarketersbecause__________.A.marketingresearchisaninexpensiveprocessB.thefinancialvalueofaretainedcustomercanbesignificantC.customervalueisanon-quantifiablestatisticD.attractingnewcustomersiseasierthankeepingoldonesE.amarketdevelopmentstrategyispreferabletoamarketpenetrationstrategyAns:bFeedback:Researchshowsthata5percentimprovementincustomerretentioncanincreaseacompany\'sprofitsby70to80percent.16.Betweenclasses,manycollegestudentsstopatconvenientlylocatedvendingmachinesfortheirfavoritecandybarandsoftdrink.Theirchoicesaregenerallymadequicklyandwithlittleornoefforttoconsideralternativeproductofferings.Thecollegestudentsdescribedherearemostlikelyinvolvedin__________.文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.A.limitedproblemsolvingsituationsB.routineproblemsolvingsituationsC.extensiveproblemsolvingsituationsD.intensiveproblemsolvingsituationsE.unlimitedproblemsolvingsituationsAns:bFeedback:Routinepurchasedecisionsinvolvelow-priced,frequentlypurchasedproducts.Consumerstypicallyspendverylittleeffortortimeseekingorevaluatingalternatives.Purchasedecisionsresemblehabitualresponsesandaretypicaloflow-involvementdecisions.17.LearningreferstobehaviorsthatresultfromE.RepetitionofexperienceF.ThinkingG.ObservationH.Repetitionofexperience,thinkingandobservation.Ans:D.18．Arecentinnovationinmarketingchannelswherebyonefirm\'smarketingchannelisusedtosellanotherfirm\'sproductsiscalled__________.a)dualdistributionb)astrategicchannelalliancec)cooperativedistributiond)anintegratedchannelalliancee)amulti-channelventureAns:b19.Thefourstepsinthesequentialbuildingprocessofbrandequityinclude__________,establishingabrand\'smeaninginthemindsofconsumers,elicitingtheproperconsumerresponsestoabrand\'sidentityandmeaningandtocreateaconsumer-brandconnection.A.positivebrandawarenessB.productslowerinpriceC.easingconsumers\'decisionmakingD.productshigherinvalueE.neededmarketmodificationAns:aFeedback:Thefourstepsinthesequentialbuildingprocessofbrandequityincludepositivebrandawareness,establishingabrand\'smeaninginthemindsofconsumers,elicitingtheproperconsumerresponsestoabrand\'sidentityandmeaningandtocreateaconsumer-brandconnection.20.Whichofthefollowingisacompetition-basedpricingmethod?文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.A.CustomaryB.PrestigeC.SkimmingD.PriceliningE.PenetrationpricingAns:aFeedback:Customaryisacompetition-orientedapproach.Section3:EssayQuestion(Total40Marks)1.(Total10points)Forseveralyears,theFerrarihasbeenknownasthemanufacturerofexpensive,luxuryautomobiles.Thecompanyplanstoattractthemajorsegmentofthecarbuyingmarketwhopurchasesmediumpricedautomobiles.AsFerrariconsidersthistradingdownstrategy,whatbrandingstrategywouldyourecommend?(5points)Whatarethedisadvantagesordangerstoconsiderwithyourstrategy?(5points)Answer:TradingdownforFerrariisveryrisky.Thecompanymaylosetheprofitable,uppermarketwhohaspurchasedtheirexpensivecars.FerrarimightdevelopanewcarandchooseadifferentItaliansoundingbrandname.Thecompanymightpromoteit\'sheritageas"designedbythemakersofFerrari".Thisdifferentnamemightminimizetheaffectontheirloyalbuyers.Obviously,thisapproachmeansthecompanymustspendmoremoneypromotingthenameofthisnewcar.multibrandingstrategy,i.e.differentbrandfordifferentmarketsegment.Reasons:1.goingtothelow-endmarket,usingdifferentbrandnamewillnotimpacttheFerrari’sbrandnamenegatively.Danger:Cost:becauseithastobuildthebrandnamefromtheverybeginning.Answers1．Usecorrectterminology:multibranding,ormultiproductbrandingstrategy.(2.5)2．Givereasonsofwhyusemultibrandingormultiproductbranding.(2.5)3．Dangers:52.Total(31points)BognerInc.,ahighendsportswearcompany,isplanningonintroducinganewproductthiscomingfall:Asolardenimjacket.ThisjacketislinedwithsolarpatchesthathavethecapabilitytokeepyouriPod,cellphone,andlaptopchargedasyoumakeyourwaythroughtheday.Itcomesinavarietyofstylesappealingtobothgendersandispredominantlygearedtowardsyoungadults(teens,and文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.individualsintheirearlytomidtwenties).2a)BognerInc.isintheprocessofdevelopingthemarketingcommunicationsfortheintroductionofthesolardenimjacket.ThemarketingdirectorisinterestedindesigninganIntegratedMarketingCommunication(IMC)program.ExplainhowyourIMCprogramdiffersfromanordinaryadvertising/promotionalcampaign,andwhatbenefititprovidesforthecompany.(5marks)AnswersAnIMCdiffersfromanordinaryadvertising/promotionalcampaigninthatthemessageisconsistentacrossallmediaandpromotions.Areasarefullyintegrated.Allelementsofthemarketingcommunicationsprogramworktogethersynergistically.(2.5eachpoint)2b)WhatthestageofproductlifecycleistheBognersolardenimjacketin?Andwhatarethetypicalcharacteristicsof4Psofmarketingduringthatstageforthisproduct?(10marks)AnswersItisontheIntroductionphase(2mark)(2each)Product:Usuallyalimitedproductline.Forthisproductitcomesinavarietyofstylesbutnonethelesstheproductisessentiallythesame–asolardenimjacket.Price:skimmingorpenetrationpricing.Inthisskimmingb/citisahighendretailer.Distribution:limiteddistributionPromotion:objectiveduringtheintrostageistogainawareness.Primaryfocusofmarketingcampaignwillbetomakeconsumersawareofproduct;educatethemregardingthefunctionalityoftheproduct.3c)Astheproductmovesalongthedifferentstagesoftheproductlifecycle,changesintheirstrategyisnecessary.List3differentstrategiesBognerInc.canusetoensuretheirgrowthcontinueslongersotheycanreapmoreprofit.Provideanexampleforeachstrategy.(6marks)Answers(2markseach–1markfortheterm,1markexplainingtheterm.)1)marketpenetration(increaseadvertising,increaseawareness…)2)productdevelopment(alsocalled‘productmodification/modifytheproduct)(e.g.:addnewfeatures)3)Marketdevelopment(alsocalled“marketmodification’/modifythemarket)(e.g.:selltoothersegments)OR4)Repositioning(targetanewmarket)(2marks)OR:-lowerprice(0.5marks)-newdistributionchannels(0.5marks)文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.3.SellingtheFloatingBed(Total9points)Afewmonthsago,anawardwasgivenby“CoolStuff.com”forthe“coolestnewinvention.”ThewinnerwastheFloatingBedfromtheFloatingBedCompany.Theproductis-asthenamesuggests-anovalshaped“queensized”bedthathangsfromtheceiling.Ithasagentleswingforthesleeper(s)inthebed.TheFloatingBedmoveslikeatrueone-pointpendulum.Itswingsgentlyandevenlyinallplanesanddirections.Theoverheadsuspensionandtheinertialforcescreatedbypendulummotionhelpstogentlyholdtheoccupant(s)inplace.Thebodyandbrainsubconsciouslyknowandenjoythemotion,whichfeelssecureandnurturing.Thisresultsinextraordinarilycomfortandrelaxation-thekeybenefitofthisproduct.TheFloatingBedcansupportupto2000lbsandattachestoalmostanybedroomceilingusingitspatentedsuspensionsystem.Accordingtothecompany,ifaconsumerdoesnotfindthattheFloatingBedprovidesthebestnightsleep,thebedcanbereturnedwitha30daymoneybackguarantee.Referringtoinformationprovidedaboveanswerthefollowingquestions.1.Pleasedescribethepotentialtargetmarketofthisfloatingbed.Pleaseusetheterminologiesyoulearnedinmarketing.(6points)AnswersStudentsshouldusetheterminologies.Terminology1point,description1point.DemographicalPsychologicalGeographical3c)Whatpricingstrategywouldyourecommend,skimmingpricingorpenetrationpricing?Explainthereasonsofyourchoice.(3points)AnswersThereisnorightanswer.Aslongasstudentsindicate3reasons,theygetthepoints.PenetrationPricing.a.Settingalowinitialpriceonanewproducttoappealimmediatelytothemassmarketispenetrationpricing,theexactoppositeofskimmingpricing.b.Theconditionsfavoringpenetrationpricingare:文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.\uf095\uf020Manysegmentsofthemarketarepricesensitive.\uf095\uf020Alowinitialpricediscouragescompetitorsfromenteringthemarket.\uf095\uf020Unitproductionandmarketingcostsfalldramaticallyasproductionvolumesincrease.c.Afirmusingpenetrationpricingmay:\uf095\uf020Maintaintheinitialpriceforatimetogainprofitlostfromitslowintroductorylevel.\uf095\uf020Lowerthepricefurther,countingonthenewvolumetogeneratethenecessaryprofit.d.Penetrationpricingmayfollowskimmingpricing:\uf095\uf020Afirmmightinitiallypriceaproducthightoattractprice-insensitiveconsumersaswellasrecoupinitialR&Dcostsandintroductorypromotionalexpenses.\uf095\uf020Then,penetrationpricingisusedtoappealtoabroadersegmentofthepopulationandincreasemarketshare.SkimmingPricing.a.Afirmintroducinganeworinnovativeproductcanuseskimmingpricing,settingthehighestinitialpricethatcustomersreallydesiringtheproductarewillingtopay.\uf095\uf020Thesecustomersarenotverypricesensitive.Theyweighthenewproduct’sprice,andqualityagainstthesamecharacteristicsofsubstitutes.\uf095\uf020Asconsumerdemandissatisfied,thefirmlowersthepricetoattractanother,moreprice-sensitivesegment.\uf095\uf020Skimmingpricinggetsitsnamefromskimmingsuccessivelayersof“cream,”orcustomersegments,aspricesareloweredinaseriesofsteps.b.Skimmingpricingisaneffectivestrategywhen:\uf095\uf020Enoughcustomersarewillingtobuytheproductatthehighinitialpricetomakethesesalesprofitable.\uf095\uf020Thehighinitialpricewillnotattractcompetitors.\uf095\uf020Loweringpricehasonlyaminoreffectonincreasingthesalesvolumeandreducingtheunitcosts.\uf095\uf020Customersinterpretthehighpriceashighquality.\uf095\uf020Thesefourconditionsaremostlikelytoexistwhenpatentsorcopyrightsprotectthenewproductoritsuniquenessisunderstoodandvaluedbyconsumers.Section1:TrueorFalse1.(T)Marketingismanagingprofitablecustomerrelationships.文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.2.(F)Personalityisaperson\'spatternoflivingasexpressedinhisorherpsychographics.3.(T)Demographicsegmentationcanbeusedtodividethemarketbydifferenttimeperiodsofpeople\'slivesanddifferentfamilysituations.4.(T)Inevaluatingdifferentmarketsegments,afirmshouldlookatthreefactors:segmentsizeandgrowth,segmentstructuralattractiveness,andcompanyobjectivesandresources.5.(T)Brandingcanaddconsumervaluetoaproduct.6.(F)EDLPisverysimilartohigh-lowpricing.7.(T)Pricingstrategiestendtochangeandevolveastheaverageproductpassesthroughitslifecycle.8.(F)Whenusingproductbundlepricing,sellerscombineseveraloftheirproductsandofferthebundleatanincreasedpriceforincreasedprofit.9.(T)Amajorroleplayedbyintermediariesistobuylargequantitiesofproductsfrommanyproducersandbreakthemdownintothesmallerquantitiesandbroaderassortmentswantedbyconsumers.10.(F)DepartmentstorescarrynarrowproductlineswithdeepassortmentswithinthoselinesSECTION2:MultipleChoice：ChooseJustOneAnswer(Total20,2Marks/Question)20.AtwhatstageofthePLC(ProductLifeCycle)canahigherpriceusuallybecharged?（A）K.IntroductionL.GrowthM.MaturityN.DeclineO.R&DEra2.Selectingwhichsegmentsofapopulationofcustomerstoserveiscalled______C.__A.CustomizationB.PositioningC.TargetingD.Segmentation.3.Thestorecarriesamixofautomotive,outdoor,sporting,anddecorationgoodsaswellashousewares.Whattermwoulddescribeitsproductline?(B)E.ComplexityF.BreadthG.DepthH.Richness文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.4.Anadvertisingobjectiveisclassifiedbyitsprimarypurpose,whichistoinform,persuade,or___A._____A.RemindB.EncourageC.ExplainD.Advise5.Questionssuchas:”Whatadsdoyourememberseeingyesterday?”areanexampleofwhattypeofpost-test?(B)Q.AidedrecallR.UnaidedrecallS.InquirytestT.Attitudetest.6.OneofthefollowingisNOTacriteriawhenformingsegments:(D)I.PotentialforhigherprofitsandROI.J.SimilarityofneedsK.DifferenceinneedsofbuyersamongsegmentsL.Fewercustomercomplaints.7.Intermediariesmaketheflowofproductsfromproducerstobuyerspossiblebyperformingthreebasicfunctions:(C)E.Production,transmissionanddisplayF.Assorting,storingandsortingG.Transactional,logisticalandfacilitationH.BuyingsortingandfinancingI.Risktaking,transportingandgrading.8.Whichofthefollowingtypesofretailerslikelyrequiretheiremployeestofocusmostonassistingcustomersastheyshop?(A)A.Full-serviceretailerB.Self-serviceretailerC.Limited-serviceretailerD.Off-priceretailer9.P&GsellssixbrandsoflaundrydetergentintheUnitedStates,eachdesignedforoneofsixlaundrysegmentsP&Ghasidentified.Together,thesesixbrandstake62%ofmarketshare.WhichofthefollowingisadisadvantageofP&G\'sdifferentiatedmarketingstrategy?(C)A.Lostcustomerloyalty.B.LackofresourcesinmarketingC.Increasedofcostinmarketingforeachdifferentbrandsandsegments.文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.D.Othersupplierscontrollingprice10.WhichofthefollowingisNOToneofthefourmajorcommunicationfunctions?(A)A.NoiseB.FeedbackC.EncodingD.DecodingSectionThree:EssayQuestions1.Brieflyexplaintheconceptsofneeds,wantsanddemands.Pleasegiveanexampleforeachconcept.（15points）AnswersHumanneedsarestatesoffeltdeprivation.Needsarepartofthehumanmake-up;theyarenotcreatedbyexternalforces.Humanshaveabasicphysicalneedforfood,clothing,warmth,andsafety;abasicsocialneedforbelongingandaffection;andabasicindividualneedforknowledgeandself-expression.Unlikeneeds,wantsarenotinnate;instead,wantsareneedsshapedbyculture,society,andindividualpersonality.Forexample,anAmericanneedsfoodbutwantsaBigMacandasoftdrink.AnAmericanwithtendollarsneedsfood,wantsaBigMacandsoftdrink,anddemandslunchatMcDonalds.Wantsbecomedemandswhentheyarebackedbyconsumers\'buyingpower.Marketersconductextensiveresearchtounderstandcustomers\'wantsanddemands.Theythenattempttofulfillcustomers\'wantsanddemandsthroughtheirmarketofferings.2.“Shanghai”Watchwasbornin1955.ThisbrandaccompaniedChinesepeopleforover50years.From1950sto1970s,ShanghaiWatchwasthebestwatchinChineseconsumersmind.However,withthemarketdevelopmentandopenpolicyinChina,moreandmoreforeignbrandsenteredChinesemarket.ShanghaiWatchsalesdeclineddramatically.Someyoungconsumersevendon’tknowthisbrandname;someoldconsumersarenotsurewhetherShanghaiWatchisstillinthemarket.1)WhatstageofProductLifeCycleisShanghaiWatchat?(1marks)Pleasedescribethecharacteristicsofthisstage.(10marks)AnswersDeclinestage(1mark)Itcouldbedeclinestageormaturestage,eitheroneiscorrect.ThefollowingsarecharacteristicsofeverystageofPLC,mustidentify5characteristics.2pointsforeach.ProductOfferbasicproductOfferproductextensions,service,warrantyPriceUsecost-plusPricetopenetratemarketDistributionBuildselectiveBuildintensiveAdvertisingBuildawarenessamongearlyadopters&dealersBuildawarenessandinterestinthemassmarketSalesPromotionUseheavysalespromotiontoenticetrialReducetotakeadvantageofheavyconsumerdemand文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.SalesLowRapidlyrisingCostsHighpercustomerAveragepercustomerProfitsNegativeRisingCustomersInnovatorsEarlyadoptersCompetitorsFewGrowingnumberMarketingObjectivesCreateproductawarenessandtrialMaximizemarketshare文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.2)WhatcouldShanghaiWatchdotolengthenitsProductLifeCycle?Pleasegivesomesuggestions.(12marks)AnswersModifytheProductModifytheMarketDiversification4pointsforeach.Studentsshouldgivedetailsofwhattodo.Ifonlylistingtheterms,theygetonly2point.3)PleaseexplainwhatIntegratedMarketingCommunicationistoShanghaiWatch文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.Co.management(2marks).AnddesignanIntegratedMarketingCommunicationcampaignforShanghaiWatch.(8marks)IMC：integrationthedifferentmarketingpromotionalelementstoconveyaconsistentmessage.(integration,promotionalelements,consistency,synergy)IMCprogram:TargetMarket:2pointMessage:2pointPromotionalElements:atleast2promotionelementsused.(4points,2foreach)AdvertisingSalesPromotionPublicRelationDirectMarketingPersonalSelling3.Give2examplesofshoppingproducts(2marks).Explainthestagesoftheconsumerbuyer/decisionprocessanddescribehowyouoryourfamilywentthroughthisprocesstomakearecentpurchaseofashoppingproduct(10marks)Shoppingproducts:\uf06cLessfrequentpurchase;muchplanningandshoppingeffort;comparisonofbrandsonprice,qualityandstyle.\uf06cHigherpricethanconvenienceproducts\uf06cSelectivedistributioninfeweroutlets\uf06cExamples:TV,furniture,digitalcamera,clothes,shoes。。。Decisionprocess:(2foreach,10marksintotal)1)Needrecognition”2)Informationsearch3)Evaluationofalternatives4)Purchasedecision5)PostpurchasebehaviorSECTION1:TrueandFalseForeachofthefollowing,placea“T”ifthestatementis“true”,“F”ifthestatementisfalse.(20marks)___F___1.Whenthepricesetterstressesthesupplyorcostsideofthepricingproblem,theyareusingcompetition-orientationpricing.__F___2.Whenaconsumerlearnsaboutanewproductforthefirsttimeandmakesadecisiontotryit,theconsumerisengagedinthealternativeevaluationprocess.___T___3.Consumerspositionproductsintheirmindsinordertosimplifythebuyingprocess.文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.__F____4.Theretailpositionmatrixmakesuseofthesetwodimensions:widthanddepthofproductline.____T__5.Whenacompanychoosesatargetmarketingstrategy,itschoicesareinfluencedbyfactorsrelatedtocompanyresources,thedegreeofproductvariability,andtheproduct\'slife-cyclestage__T____6.Thepurchaseofabottleofwaterisalow-involvementpurchase.__F____7.Intensivedistributionseeksmanyoutletsinamarket,whileselectivedistributionseeksonlyoneoutletinagivenmarketarea.__T___8.Thefrequentuseofpromotionalpricingcanencouragecustomerstoonlybuywhenabrandisonsale_F_____9.Directmarketingrarelyoccursonaone-to-one,interactivebasis.__F___10.Inintroductionstage,acompanyretainstheproductbutreducesmarketingsupportcosts.Section2：MultipleChoices(20marks,2foreach)1._____c_____isthetermthatdescribestheactionsapersontakesinpurchasingandusingproductsandservices.a)Marketingb)Marketresearchc)Consumerbehaviord)Consumermanagemente)Purchasedevelopment2.A“quality”messagemaybeusedfortheHUMmerswhilea“connectivity”messagemaybeusedfortheExecutiveWarriors.Thisisanexampleof__________.a)positioningb)selectivemarketingc)brandingd)marketsegmentatione)targetingAns:a3.Theframeworktorelatethemarketsegmentsofpotentialbuyerstoproductsofferedorpotentialmarketingactionsbythefirmiscalled:de)Actiongridf)Relationgridg)Productgridh)Procuduct/Marketgrid.4.Tohandleproductsinthedeclinestageoftheproductlifecycle,companiesoftenuseeither__________.a)diversificationorharvesting文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.b)diversificationorcontractingc)deletionorharvestingd)deletionordiversificatione)buildingorcontractingAns:c5.Pricingconstraintsare__________.a)barriersthatmustbeovercomeinordertosetpricingobjectivesb)competitivepricingadvantagesonefirmhasoveranotherc)differentpricingstrategiesforeachofthefirm\'sproductsd)factorsthatlimittherangeofpricesafirmmaysete)anothernamefordemandcurvesAns:d6.Whenafirmdistributestotwoormoredifferenttypesofchannelsforthesameproduct,thisiscalled:De)Doublechanneldutyf)Dualnetworkg)Splitdistributionh)Dualdistribution7.__________isthemarketingoftwoormoreproductsforasingle"package"price.a)Packagedpricingb)Loss-leaderpricingc)Bundlepricingd)Tie-inpricinge)Multi-productpricingAns:c8.___________ariseswhenonechannelmemberbelievesanotherchannelmemberisengagedinbehaviorthatpreventsitfromachievingitsgoals.a)Channelconflictb)Disintermediationc)Cross-dockingd)Partnershipinconsistencye)RelationshipvarianceAns:a9.Whichmethodofclassifyingretailoutletswouldbemostappropriatefordescribingallfranchiseoperations?a)Formofownershipb)Levelofservicec)Merchandiseline文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.d)Methodofoperatione)RevenuegeneratedAns:a10.Inwhichformofretailoutletwouldcustomersbeofferedconvenience,qualitypersonalserviceandlifestylecompatibility?a)Corporatechainb)Administeredsystemc)Contractualsystemd)IndependentretailerAns:dSECTION3:SHORTANSWERS(60marks)1.Distinguishbetweenadirectandanindirectchannel(6marks).Pleasegiveanexampleforeachchannelstructure(4marks)Ans:adirectchanneloccurswhenaproducerandultimateconsumersdealdirectlywitheachother.Becausetherearenointermediaries,theproducermustperformallchannelfunctions.Indirectchannelsoccurwhenintermediariesareinsertedbetweentheproducerandconsumersandperformnumerouschannelfunctions.2.Describethecharacteristicsofeachstageofproductlifecycle.Anddiscusstheroleofpromotioninthefourstagesoftheproductlifecycle(20marks)Ans:Thefirststageisintroduction.Theprimaryjobforpromotionhereistoinformandincreaseawarenessoftheproductamongconsumers.(5markseachstage)Thesecondstageisgrowth.Heretheprimarytaskistopersuadetheconsumertobuyyourbrandratherthansubstitutes.Thethirdstageismaturity.Here,youwanttomaintainexistingbuyersandremindconsumersoftheproduct\'sexistence.Thefourthandfinalstageisdecline.Thisisusuallyaperiodofphase-outfortheproductandlittleeffortormoneyisexpended,especiallyinsalespromotions.3.AssumeyouaremanagerofTheOutbackSteakHouse,afranchisedrestaurantthathasnewlyopenedinShanghai.Describehowyouwouldsegmentthemarketaccordingtosegmentationbases,usingasmanysegmentationvariablesasyoucanandexplainingwhyeachvariableisappropriate.(20marks)Ans:[Studentsmightselectanysegmentationvariables]However,themostlikelyincludethese:Thefirstdimensionwouldbegeographicwithsegmentationvariablesdesignedtodescribethosepeoplewithinareasonabledrawareaaroundtherestaurant.TheycouldbedefinedbyZIPCode,censustractorsubdivision.Thenextdimensionshouldbedemographics,includinghomeowners,youngadults,married,probablywithchildren.Alsoimportantwouldbehouseholdincome,perhapsrelatedtooccupations.TheOutbackmanagerwouldseekthosepeoplewhohadnotonlytheneed,butalsothemeanstodineattherestaurantanddemographic文档来源为:从网络收集整理.word版本可编辑.欢迎下载支持.correlationscanberathereasilymadewithregardtothosefactors.Thepsychographicdimensionwouldincludevariablessuchasextroverted,gregariousandthosefondofpleasuressuchaseatingout.Segmentationaccordingtothebenefitsdimensioncouldincludeconvenienceandeconomyrelativetomoreexpensiverestaurants.Asfortheusagedimension,itwouldbewelltoseekmediumandheavyusersincluding,perhaps,thosepeoplewhomightdineatTheOutbackmorethanonceamonth,sincerepeatbusinessisthekeytosuccessinthissortofventure.4.Youwillbegraduatingsoonandhavebeenoffered"thejobofyourdreams".Thenewposition,however,requiressometravelingsoyouwillneedacar.Youcurrentlydonothaveone.Whatdecisionprocesswillyougothroughtopurchaseanautomobile?(10marks)Ans:Thispurchasewouldrequirefivepurchasedecisionstages:Problemrecognition:thecarisneededforthenewjob.Informationsearch:Checkinternalandexternalsources.Alternativeevaluation:objectiveandsubjectiveattributesconsideredfromconsiderationset.Purchasedecision:decisionmadeafterjudgingthealternatives.Post-purchaseevaluation:evaluatecarintermsofexpectations.此文档是由网络收集并进行重新排版整理.word可编辑版本！',)
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