溢 制卧爱分贸多本芳 营销学原理 对外经济贸易大学 2001一2002学年第二学期 《营销学原理》期未考试试卷(A卷) 课程代码及课序号：MKT206-8 00营销、99海关、99商检、99法律、99行政、00财务、 00会本、00信息、99留学生、00金融 学号 姓名 班级 成绩 I.Multiple Choice(only one answer is correct,30 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.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 第1页共13页
营销学原理 对外经济贸易大学 2001⎯2002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 00营销、99海关、99商检、99法律、99行政、00财务、 00会本、00信息、99留学生、00金融 学号__________ 姓名__________ 班级__________ 成绩__________ I. Multiple Choice (only one answer is correct, 30 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. 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 第1页 共13页
溢 制卧所贸多大号 营销学原理 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 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 第2页共13页
营销学原理 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 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 第2页 共13页
溢 制卧价贸号大孝 营销学原理 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. 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 第3页共13页
营销学原理 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. 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 第3页 共13页
制卧爱价贸多大孝 营销学原理 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: 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: 第4页共13页
营销学原理 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: 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: 第4页 共13页
麓制所简多大号 营销学原理 A.starts with a high price which is gradually lowered 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 21.Christine Robert,a fashion designer and producer of women'fashions,sells her fashions through her own chain of boutiques(retail outlets,小零售店).Christine Robert as the producer and retailer is an example of A.franchise organization. B.corporate VMS C.administered VMS D.contractual VMS E.conventional VMS 22.A strategy means a producer directs its marketing activities (primarily personal selling and trade promotion)toward channel members to induce them to carry the product and to promote it to final consumers. A.push B.hard-sell C.soft-sell D.pull 23.In the introduction stage of the product life cycle of a consumer good, A.personal selling is emphasized over advertising. B.advertising and publicity are cost effective in producing high awareness. C.sales promotion does not exist. D.publicity does not exist. 第5页共13页
营销学原理 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 21. Christine Robert, a fashion designer and producer of women' fashions, sells her fashions through her own chain of boutiques (retail outlets, 小零售店). Christine Robert as the producer and retailer is an example of : A. franchise organization. B. corporate VMS C. administered VMS D. contractual VMS E. conventional VMS 22. A________ strategy means a producer directs its marketing activities (primarily personal selling and trade promotion) toward channel members to induce them to carry the product and to promote it to final consumers. A. push B. hard-sell C. soft-sell D. pull 23. In the introduction stage of the product life cycle of a consumer good， A. personal selling is emphasized over advertising. B. advertising and publicity are cost effective in producing high awareness. C. sales promotion does not exist. D. publicity does not exist. 第5页 共13页
溢 制卧爱分贸多大芳 营销学原理 E.advertising and public relations loses effectiveness rapidly. 24.Many analysts believe that activities do not build long-term consumer preference and loyalty as does A.advertising,personal selling B.public relations,sales promotion C.sales promotion,personal selling D.sales promotion,advertising 25.One Hi-Fi(高保真音响)maker divides the Hi-fi consumers into three types:type A is "musicians",who buy Hi-Fi in order to enjoy music;type B is "technicians",who are more interested in studying high technology;type c is "snobs", who are more concerned by the status and richness marked by possessing Hi-Fi.This maker takes type A and B as its target market,because it thinks these two types of consumers are more inclined to buy this brand.The criterion (used in market segmentation here is A.benefits sought B.personality C.life style D.preference 26.In the above case,the market-coverage strategy used by the manufacture is: A.concentrated marketing B.differentiated marketing C.undifferentiated marketing D.mass marketing 27.If the fixed cost of a product is 4 000000,the variable cost is $240 and the expected sales is 50 000 units,suppose the manufacture wants a 20%markup on sales,the price should be A.$1600 B.$320 C.$180 D.$400 28.In an attempt to build a unique product image to increase profits and exercise an effective control over the middleman, the manufacturers of upscale women's apparels and of new 第6页共13页
营销学原理 E. advertising and public relations loses effectiveness rapidly. 24. Many analysts believe that _______ activities do not build long-term consumer preference and loyalty as does _______. A. advertising, personal selling B. public relations, sales promotion C. sales promotion, personal selling D. sales promotion, advertising 25. One Hi-Fi （高保真音响）maker divides the Hi-fi consumers into three types: type A is “musicians”, who buy Hi-Fi in order to enjoy music; type B is “technicians”, who are more interested in studying high technology; type C is “snobs”, who are more concerned by the status and richness marked by possessing Hi-Fi. This maker takes type A and B as its target market, because it thinks these two types of consumers are more inclined to buy this brand. The criterion (标准) used in market segmentation here is A. benefits sought B. personality C. life style D. preference 26. In the above case, the market-coverage strategy used by the manufacture is: A. concentrated marketing B. differentiated marketing C. undifferentiated marketing D. mass marketing 27. If the fixed cost of a product is $ 4 000 000, the variable cost is $240 and the expected sales is 50 000 units, suppose the manufacture wants a 20% markup on sales, the price should be A. $ 1 600 B. $ 320 C. $ 180 D. $ 400 28. In an attempt to build a unique product image to increase profits and exercise an effective control over the middleman, the manufacturers of upscale women’s apparels and of new 第6页 共13页
制卧份贸易大兰 营销学原理 luxurious cars tend to take which of the following strategy of distribution width? A.intensive distribution B.selective distribution C.exclusive distribution D.comprehensive distribution 29.Concerning quality management of one manufacturing company,which statement is true? A.The quality standards should be determined by the company's capability. B.It involves not only the product quality,but also the process quality. C.The goal of quality management is to minimize defective products(不合格产品). D.Historically,quality management always observes ( the same principles consistently. 30.The following statements about new product development are correct except A.The new product development is a step-by-step process. B.The new product development should be backed by an organizational innovation. C.The new product development does not always involve breakthrough technological innovation. D.The new product development should be based upon the basic research findings(基础 研究成果)· Il.True or False (20 points): 1.In a seller's market,sellers have more power; therefore,buyers have to be more active "marketers" 第7页共13页
营销学原理 luxurious cars tend to take which of the following strategy of distribution width? A. intensive distribution B. selective distribution C. exclusive distribution D. comprehensive distribution 29. Concerning quality management of one manufacturing company, which statement is true? A. The quality standards should be determined by the company’s capability. B. It involves not only the product quality, but also the process quality. C. The goal of quality management is to minimize defective products (不合格产品). D. Historically, quality management always observes (遵守) the same principles consistently. 30. The following statements about new product development are correct except A. The new product development is a step-by-step process. B. The new product development should be backed by an organizational innovation. C. The new product development does not always involve breakthrough technological innovation. D. The new product development should be based upon the basic research findings (基础 研究成果). II. True or False (20 points): _____ 1. In a seller’s market, sellers have more power; therefore, buyers have to be more active “marketers”. 第7页 共13页
溢 制卧陵份贸易大号 营销学原理 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. 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. 第8页共13页
营销学原理 _____ 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. _____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. 第8页 共13页
制卧份贸易大兰 营销学原理 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. 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 第9页共13页
营销学原理 ____ 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. 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 第9页 共13页
莲 制研爱价黄蜀大考 营销学原理 percent of the expected trend-adjusted sales.July is a below-average month for machine 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 are30号，20号，20号，20号，and10号 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 Attribut es Price Service Wattage Durabil Appearan ity ce Little 7 9 9 7 Swan Duckling 9 P 9 Daffodil 9 6 8 7 5 Toshiba 2 6 9 10 10 第10页共13页
营销学原理 percent of the expected trend- adjusted sales. July is a below-average month for machine 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 Attribut es Price Service Wattage Durabil ity Appearan ce 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 第10页 共13页