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