制卧价贸易大考 《营销学原理》 期末考试试卷 对外经济贸易大学 2002一2003学年第二学期 《营销学原理》期末考试试卷(A卷) 课程代码及课序号：MKT206—8 01营销、00海关、00商检、00法律、00行政、01财务、 01会本、01信息、00留学生、01金融 学号： 姓名： 成 绩 班级： 课序号： 任课教师： 题号 111 IV V 合计 分值 I.True or False(20 points): 1.In a seller's market,sellers have more power;therefore,buyers have to be more active“marketers” 2.New technology is typically a force for creative destruction,which may mean that the new technology hurts the old technology. 3.The buyer decision process began long before the purchase is made and ends when the purchase is actually made. 4.Once a product has begun its life cycle,typically a firm can do little to extend it. 5.Dell's success is mainly due to its excellent supply chain management and logistics system. 6.Profit is usually negative during the product introduction stage of the product life cycle. 7.Line extension involves higher investment and risk compared to brand extension 8.A buyer would probably travel a considerable distance to purchase a convenience good. 9.People tend to interpret incoming information in a way that will support what they already believe
《营销学原理》 期末考试试卷 对外经济贸易大学 2002⎯2003 学年第二学期 《营销学原理》期末考试试卷（A 卷） 课程代码及课序号: MKT206—8 01 营销、00 海关、00 商检、00 法律、00 行政、01 财务、 01 会本、01 信息、00 留学生、01 金融 学号： 姓 名： 成 绩： 班级： 课序号： 任课教师： 题号 I II III IV V 合计 分值 I. True or False (20 points): _____ 1. In a seller’s market, sellers have more power; therefore, buyers have to be more active “marketers”. _____ 2. New technology is typically a force for creative destruction, which may mean that the new technology hurts the old technology. _____ 3. The buyer decision process began long before the purchase is made and ends when the purchase is actually made. _____ 4. Once a product has begun its life cycle, typically a firm can do little to extend it. _____ 5. Dell’s success is mainly due to its excellent supply chain management and logistics system. _____ 6. Profit is usually negative during the product introduction stage of the product life cycle. _____ 7. Line extension involves higher investment and risk compared to brand extension. _____ 8. A buyer would probably travel a considerable distance to purchase a convenience good. _____ 9. People tend to interpret incoming information in a way that will support what they already believe. 1
莲 制卧价蜀易大考 《营销学原理》 期末考试试卷 10.Concentrated marketing means that one company target only one market segment. 11.Intensive distribution means a big number of middlemen are used. 12.Franchises are corporations that combine several different retailing forms under central ownership and share some distribution and management functions with the franchisees. 13.Of the methods used in setting the promotion budget,only the objective-and-task method makes logical sense. 14.A market segment consists of consumers who respond in a similar way to a given set of marketing stimuli. 15.Attractively priced options packages for cars are examples of product-bundle pricing. 16.Changes in consumer taste may alter the shape of the product life cycle. 17.If a product is positioned on nonprice factors,then decisions about quality,promotion,and distribution will strongly affect price. 18.Quantity discounts are usually provided as a reward for paying bills promptly. 19.Wholesalers and retailers both must make marketing decisions about target markets,product assortments and services,price,promotion, and place. 20.The growth in technologically complex products has extended the length of sales training programs. Il.Multiple Choice(only one choice is correct,20 points): ()1.Marketing is best understood as the process of: A.making a sale. B.creating customer needs. C.satisfying customer needs and wants. D.promoting products and services. E.generating(产生)a profit
《营销学原理》 期末考试试卷 _____ 10. Concentrated marketing means that one company target only one market segment. _____ 11. Intensive distribution means a big number of middlemen are used. _____ 12. Franchises are corporations that combine several different retailing forms under central ownership and share some distribution and management functions with the franchisees. _____13. Of the methods used in setting the promotion budget, only the objective-and-task method makes logical sense. _____ 14. A market segment consists of consumers who respond in a similar way to a given set of marketing stimuli. ____ 15. Attractively priced options packages for cars are examples of product-bundle pricing. ____ 16. Changes in consumer taste may alter the shape of the product life cycle. ____ 17. If a product is positioned on nonprice factors, then decisions about quality, promotion, and distribution will strongly affect price. ____ 18. Quantity discounts are usually provided as a reward for paying bills promptly. ____ 19. Wholesalers and retailers both must make marketing decisions about target markets, product assortments and services, price, promotion, and place. ____ 20. The growth in technologically complex products has extended the length of sales training programs. II. Multiple Choice (only one choice is correct, 20 points): ( ) 1. Marketing is best understood as the process of: A. making a sale. B. creating customer needs. C. satisfying customer needs and wants. D. promoting products and services. E. generating (产生) a profit. 2
制卧价贸易大考 《营销学原理》 期末考试试卷 ()2.A person's want becomes a demand when his want is backed ( by A.purchasing power. B.products. C.needs. D.desire. E.exchange mechanisms. ()3.The concept holds that all consumers will favor 欢)those products offering the most quality performances and features, therefore,the organization should devote its energy to making continuous product improvements. A.production B.product C.service D.marketing E.selling ()4.Leander Cosmetics is attempting to generate additional sales of its present products by promoting them more aggressively to its present customers.Leander Cosmetics is engaged in: A.diversification B.market penetration C.market development D.product development ()5.High growth,high share businesses or products appear in the Boston consulting group growth-share matrix as: A.dogs B.cash cows. C.question marks. D.stars. ()6.Which of the following is not a component(组成部分)ofa company's microenvironment? A.marketing intermediaries B.customers C.competitors D.economic environment E.publics
《营销学原理》 期末考试试卷 ( ) 2. A person's want becomes a demand when his want is backed (支持) by A. purchasing power. B. products. C. needs. D. desire. E. exchange mechanisms. ( ) 3. The __________ concept holds that all consumers will favor （喜 欢） those products offering the most quality performances and features, therefore, the organization should devote its energy to making continuous product improvements. A. production B. product C. service D. marketing E. selling ( ) 4.Leander Cosmetics is attempting to generate additional sales of its present products by promoting them more aggressively to its present customers. Leander Cosmetics is engaged in: A. diversification B. market penetration C. market development D. product development ( ) 5. High growth, high share businesses or products appear in the Boston consulting group growth-share matrix as: A. dogs B. cash cows. C. question marks. D. stars. ( ) 6. Which of the following is not a component (组成部分) of a company's microenvironment? A. marketing intermediaries B. customers C. competitors D. economic environment E. publics 3
制卧价蜀易大考 《营销学原理》 期末考试试卷 ()7.Organizations that buy goods and services for their production process in order to make profits are called markets. A.reseller B.industrial C.international D.government E.consumer ()8.Positioning is used mainly to A.make communication easier B.make possible the product can be highly priced C.obtain differentiated advantage in a competitive environment D.increase the brand image ()9.The depth of a product mix refers to A.how many different product lines the company carries B.how many variants are offered of each product item in the line C.how closely related the various product lines are in end use,production requirements or distribution channels D.the total number of items in the product mix ()10.After the sale,marketing communications providing evidence and support to help consumers feel good about their brand choice is especially appropriate under which of the following situation? A.dissonance-reduction behavior B.habitual buying behavior C.complex buying behavior D.variety-seeking behavior ()11.Business demand ultimately comes from the demand for consumer goods.This is known as demand. A.latent B.full C.derived D.wholesome E.negative ()12.Accessibility,as a requirement for effective segmentation,refers to the degree to which A.the segments can be effectively reached and served. B.the segments are large and profitable enough C.an effective program can be formulated for attracting and serving the segments
《营销学原理》 期末考试试卷 ( ) 7. Organizations that buy goods and services for their production process in order to make profits are called__________ markets. A. reseller B. industrial C. international D. government E. consumer ( ) 8. Positioning is used mainly to A. make communication easier B. make possible the product can be highly priced C. obtain differentiated advantage in a competitive environment D. increase the brand image ( ) 9. The depth of a product mix refers to A. how many different product lines the company carries B. how many variants are offered of each product item in the line C. how closely related the various product lines are in end use, production requirements or distribution channels D. the total number of items in the product mix ( ) 10. After the sale, marketing communications providing evidence and support to help consumers feel good about their brand choice is especially appropriate under which of the following situation? A. dissonance-reduction behavior B. habitual buying behavior C. complex buying behavior D. variety-seeking behavior ( ) 11. Business demand ultimately comes from the demand for consumer goods. This is known as _________ demand. A. latent B. full C. derived D. wholesome E. negative ( ) 12. Accessibility, as a requirement for effective segmentation, refers to the degree to which A. the segments can be effectively reached and served. B. the segments are large and profitable enough. C. an effective program can be formulated for attracting and serving the segments. 4
旋肉行数6号 《营销学原理》 期末考试试卷 D.the size and purchasing power of the segments can be measured. E.the individuals making up the market segment can be identified and studied. ()13.A good package may A.protect the product. B.promote the product. C.lower total distribution costs. D.all of the above ()14.Under the same product line,P&G launched various products carrying different brand names.This strategy is called A.brand extension B.multiple brands C.unique brand D.new brand ()15.Which of the following is typically not considered a reason why new products fail? A.The idea for the product is good,but the market has been underestimated (低估)。 B.A product has been incorrectly positioned in a market. C.Top management pushes through a favourite idea in spite of negative market research findings. D.Unexpected competition is encountered () ()16.Simulated test marketing A.takes longer time to complete than standard test marketing B.is much more expensive than controlled test marketing. C.does not allow competitors to get a look at the companies'new product. D.is best used at trade shows. ()17.Product is a period of rapid market acceptance and increasing profits. A.development B.introduction C.growth D.maturity E.decline ()18.If demand is elastic rather than inelastic and the firm is interested in increasing total revenue,the firm should: J
《营销学原理》 期末考试试卷 D. the size and purchasing power of the segments can be measured. E. the individuals making up the market segment can be identified and studied. ( ) 13. A good package may A. protect the product. B. promote the product. C. lower total distribution costs. D. all of the above ( ) 14. Under the same product line, P&G launched various products carrying different brand names. This strategy is called _________. A. brand extension B. multiple brands C. unique brand D. new brand ( ) 15. Which of the following is typically not considered a reason why new products fail? A.The idea for the product is good, but the market has been underestimated (低估). B.A product has been incorrectly positioned in a market. C.Top management pushes through a favourite idea in spite of negative market research findings. D.Unexpected competition is encountered （遭遇）. ( ) 16. Simulated test marketing A. takes longer time to complete than standard test marketing. B. is much more expensive than controlled test marketing. C. does not allow competitors to get a look at the companies’ new product. D. is best used at trade shows. ( ) 17. Product __________ is a period of rapid market acceptance and increasing profits. A. development B. introduction C. growth D. maturity E. decline ( ) 18. If demand is elastic rather than inelastic and the firm is interested in increasing total revenue, the firm should: 5
制卧价蜀易大考 《营销学原理》 期末考试试卷 A.not change the price B.decrease production. C.raise the price. D.lower the price. E.decrease promotional efforts. ()19.A market skimming pricing policy: A.starts with a high price which is gradually lowered () B.starts with a high price and keeps it high. C.starts with a low price and gradually raises it. D.starts with a low price and keeps it low. ()20.Kevin Stiles is a farmer who sells his product directly to a supermarket chain which in turn sells it to customers.This is an example of marketing channel system. A.zero-length B.one-level C.two-level D.direct-level E.sub-level Ill.Calculate the following(20 points): 1.Wilderson's company markets vacuum cleaners.Its costs and expected sales are as follows: Fixed cost $2,960,000 Variable cost $1,840,000 Expected Unit Sales 150.000 Suppose Wilderson's wants to earn a 25%markup on the sales,what should the unit price be then?(5 points) 2.Suppose a machine tool company sold 3,600 machine tools this year and wants to predict next year's July sales.The long-term trend shows a 7% sales growth rate per year.However,a business recession is expected next year and probably will result in total sales achieving only 90 percent of the expected trend-adjusted sales.July is a below-average month for machine 6
《营销学原理》 期末考试试卷 A. not change the price. B. decrease production. C. raise the price. D. lower the price. E. decrease promotional efforts. ( ) 19. A market skimming pricing policy: A. starts with a high price which is gradually lowered (降低). B. starts with a high price and keeps it high. C. starts with a low price and gradually raises it. D. starts with a low price and keeps it low. ( ) 20. Kevin Stiles is a farmer who sells his product directly to a supermarket chain which in turn sells it to customers. This is an example of _______marketing channel system. A. zero-length B. one-level C. two-level D. direct-level E. sub-level III. Calculate the following (20 points): 1. Wilderson’s company markets vacuum cleaners. Its costs and expected sales are as follows: Fixed cost $2,960,000 Variable cost $1,840,000 Expected Unit Sales 150,000 Suppose Wilderson’s wants to earn a 25% markup on the sales, what should the unit price be then? (5 points) 2. Suppose a machine tool company sold 3,600 machine tools this year and wants to predict next year’s July sales. The long-term trend shows a 7% sales growth rate per year. However, a business recession is expected next year and probably will result in total sales achieving only 90 percent of the expected trend- adjusted sales. July is a below-average month for machine 6
制卧价黄易大考 《营销学原理》 期末考试试卷 tool sales,with a seasonal index standing at 0.80.The company expects no erratic events. How many machine tools will the company expect to sell in July next year? (5 points) 3.Mrs.Zhang is going to buy a fully automatic washing machine.After searching several department stores for all the alternatives,she narrows down her choice set to four brands:Little Swan,Duckling,Daffodil,and Toshiba. Mrs.Zhang is primarily interested in five attributes of washing machine:price, post-sale service,wattage,durability,and appearance.The importance weights assigned by Mrs.Zhang to these attributes are 30%,20%,20%,20%,and 10% respectively.The following table shows how she believes each brand rates on each attribute.(The number 10 represents the highest desirable score on certain attribute.In the case of price,a high score means a low cost,which makes the washing machine more desirable.) Please use "Expectancy Value Model"to find out which brand Mrs.Zhang is likely to favour?(10 points) Brand Name Attributes Price Service Wattage Durability Appearance Little Swan 7 9 6 9 7 Duckling 4 9 7 8 9 Daffodil 9 6 8 7 5 Toshiba 2 6 9 10 10 IV.Answer the following questions briefly:(10 points) 1.For centuries,Chinese wine has been enjoyed by men.Now your company believes a segment of Chinese women will also drink wine.How could you determine if this is true?Could you position wine drinking for women without losing your existing male customers?(5 points) >
《营销学原理》 期末考试试卷 tool sales, with a seasonal index standing at 0.80. The company expects no erratic events. How many machine tools will the company expect to sell in July next year? (5 points) 3. Mrs. Zhang is going to buy a fully automatic washing machine. After searching several department stores for all the alternatives, she narrows down her choice set to four brands: Little Swan, Duckling, Daffodil, and Toshiba. Mrs. Zhang is primarily interested in five attributes of washing machine: price, post-sale service, wattage, durability, and appearance. The importance weights assigned by Mrs. Zhang to these attributes are 30%, 20%, 20%, 20%, and 10% respectively. The following table shows how she believes each brand rates on each attribute. (The number 10 represents the highest desirable score on certain attribute. In the case of price, a high score means a low cost, which makes the washing machine more desirable.) Please use "Expectancy Value Model" to find out which brand Mrs. Zhang is likely to favour? ( 10 points) Brand Name Attributes Price Service Wattage Durability Appearance Little Swan 7 9 6 9 7 Duckling 4 9 7 8 9 Daffodil 9 6 8 7 5 Toshiba 2 6 9 10 10 IV. Answer the following questions briefly: (10 points) 1. For centuries, Chinese wine has been enjoyed by men. Now your company believes a segment of Chinese women will also drink wine. How could you determine if this is true? Could you position wine drinking for women without losing your existing male customers? (5 points) 7
制卧价览易大考 《营销学原理》 期末考试试卷 2.You represent a company that makes textiles.You meet a buying delegation from Germany.What roles would you expect to see in the delegation?What would you do,first of all,to win orders from these potential customers?(5 points) V.Case Analysis:Harley Davidson(30 points ) One of the true success stories in American business is the motorcycle manufacturer,Harley Davidson.Since 1990,sales of Harley Davidson motorcycles and parts and accessories (have increased 15%per year. Even with cash(现金)，the purchaser of a new Harley may have to wait up to (一直到)2 years to take delivery(交付).The motorcycles cost about$l5000 for a new one.In fact,.the company deliberately(故意地)restricts(限制)its output. Established in 1903,Harley's success resulted from a confluence(聚集、汇合) of environmental changes in the United States and around the world.Harleys are seen as more than just motorcycles.They represent America,Hollywood 坞)，Masculinity(男子气概)，and a number of other icons(偶像).In addition, with the increased number of affluent(富裕的)Baby Boomers(婴儿潮时期， 即1946-1964年出生的人，约占美国人口的1/3)，there are more than enough customers for the product.The company has successfully created brand loyalty 6
《营销学原理》 期末考试试卷 2. You represent a company that makes textiles. You meet a buying delegation from Germany. What roles would you expect to see in the delegation? What would you do, first of all, to win orders from these potential customers? (5 points) V. Case Analysis: Harley Davidson ( 30 points ): One of the true success stories in American business is the motorcycle（摩托车） manufacturer, Harley Davidson. Since 1990, sales of Harley Davidson motorcycles and parts and accessories（零部件）have increased 15% per year. Even with cash（现金）, the purchaser of a new Harley may have to wait up to （一直到）2 years to take delivery (交付). The motorcycles cost about $15 000 for a new one. In fact, the company deliberately（故意地）restricts（限制）its output. Established in 1903，Harley’s success resulted from a confluence（聚集、汇合） of environmental changes in the United States and around the world. Harleys are seen as more than just motorcycles. They represent America, Hollywood（好莱 坞）, Masculinity（男子气概）, and a number of other icons（偶像）. In addition, with the increased number of affluent（富裕的）Baby Boomers（婴儿潮时期， 即 1946-1964 年出生的人，约占美国人口的 1/3）, there are more than enough customers for the product. The company has successfully created brand loyalty 8
利的简+子 《营销学原理》 期末考试试卷 through its image and Harley Owners'Groups(HOGs) Because of current excess demand(过剩需求)for its products,Harley's problem is not identifying new market segments to pursue (for further growth.The company has done an excellent job of focusing its products at the heavyweight(重型)end(目标)of the market. Questions: 1.The main marketing objectives of businesses could be:survival,current profit maximization,market share leadership,and product quality leadership. Which kind of marketing objective does Harley Davidson pursue according to the above case?Explain.(10 points) 2.Why do some consumers still like to buy Harley's motorcycles even if they have to pay high prices and wait for 2 years?Explain the reasons from the consumer buying behavior perspectives.(10 points) 3.Honda(本田)challenged(挑战)Harley aggressively(积极地)with its small low-priced motorcycles(50cc.Engines50毫升发动机的小型摩托车). Is it reasonable for Harley to enter the small motorcycle market also?Back
《营销学原理》 期末考试试卷 through its image and Harley Owners’ Groups (HOGs). Because of current excess demand （过剩需求）for its products, Harley’s problem is not identifying new market segments to pursue （追求）for further growth. The company has done an excellent job of focusing its products at the heavyweight （重型）end （目标）of the market. Questions: 1. The main marketing objectives of businesses could be: survival, current profit maximization, market share leadership, and product quality leadership. Which kind of marketing objective does Harley Davidson pursue according to the above case? Explain. (10 points) 2. Why do some consumers still like to buy Harley ‘s motorcycles even if they have to pay high prices and wait for 2 years? Explain the reasons from the consumer buying behavior perspectives. (10 points) 3. Honda（本田） challenged（挑战）Harley aggressively（积极地）with its small low-priced motorcycles (50cc. Engines 50毫升发动机的小型摩托车). Is it reasonable for Harley to enter the small motorcycle market also? Back 9
溢 制卧爱价货易本考 《营销学原理》 期末考试试卷 up your judgment with solid arguments.(10 points) --END- 10
《营销学原理》 期末考试试卷 up your judgment with solid arguments. (10 points) -- END -- 10
