《营销学原理》 期末考试试卷答案 such as quality,features,or style to attract new users and to inspire more usage. It might improve the product's quality or performance through adjustments to durability,reliability,speed,or taste.New features might include characteristics that expand the product's usefulness,safety,or convenience. Styling and attractiveness can also be important.(2 points (3)Finally,the company can try modifying the marketing mix--improving sales by changing one or more marketing-mix elements.They can cut prices to attract new users and competitors'customers.They can launch a better advertising campaign or use aggressive sales promotions--trade deals,cents-off, premiums,and contests.The company can also move into larger market channels,using mass merchandisers,if these channels are growing.Today,the expansion to the Internet is often justified.Service can also be improved.(2 points Criteria: (1)1 point for the recognition of modifying the market;1 point for specific explanation; (2)1 point for the recognition of modifying the product;1 point for specific explanation; (3)1 point for the recognition of modifying the market mix;1 point for specific explanation. 2.What is the marketing concept as compared to the selling concept?(6 points) Suggested Answers: The Marketing Concept The marketing concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do. The primary differences of T\the marketing and selling concepts are: (1)The selling concept takes an "inside-out"perspective (focuses on existing products and uses heavy promotion and selling efforts) (2)The marketing concept takes an "outside-in"perspective (focuses on customer needs,values,and satisfactions) √The Selling Concept The selling concept is the idea that consumers will not buy enough of the organization's products unless the organization undertakes a large-scale selling and promotion effort. This concept is typically practiced with unsought goods Criteria: (1)2 points for illustration of the Marketing Concept and Selling Concept; (2)2 points for the comparison of company's different perspectives guided by different concepts. (3)2 points for the comparison of company's different focuses guided by different concepts. 3.Describe the kinds of horizontal and vertical channel conflict that might《营销学原理》 期末考试试卷答案 such as quality, features, or style to attract new users and to inspire more usage. It might improve the product’s quality or performance through adjustments to durability, reliability, speed, or taste. New features might include characteristics that expand the product’s usefulness, safety, or convenience. Styling and attractiveness can also be important. (2 points ) (3) Finally, the company can try modifying the marketing mix--improving sales by changing one or more marketing-mix elements. They can cut prices to attract new users and competitors’ customers. They can launch a better advertising campaign or use aggressive sales promotions--trade deals, cents-off, premiums, and contests. The company can also move into larger market channels, using mass merchandisers, if these channels are growing. Today, the expansion to the Internet is often justified. Service can also be improved. (2 points ) Criteria: (1) 1 point for the recognition of modifying the market; 1 point for specific explanation; (2) 1 point for the recognition of modifying the product; 1 point for specific explanation; (3) 1 point for the recognition of modifying the market mix; 1 point for specific explanation. 2． What is the marketing concept as compared to the selling concept? (6 points) Suggested Answers: 9 The Marketing Concept The marketing concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do. The primary differences of T\the marketing and selling concepts are: (1) The selling concept takes an “inside-out” perspective (focuses on existing products and uses heavy promotion and selling efforts). (2) The marketing concept takes an “outside-in” perspective (focuses on customer needs, values, and satisfactions). 9 The Selling Concept The selling concept is the idea that consumers will not buy enough of the organization’s products unless the organization undertakes a large-scale selling and promotion effort. This concept is typically practiced with unsought goods. Criteria: (1) 2 points for illustration of the Marketing Concept and Selling Concept; (2) 2 points for the comparison of company’s different perspectives guided by different concepts. (3) 2 points for the comparison of company’s different focuses guided by different concepts. 3． Describe the kinds of horizontal and vertical channel conflict that might 2