链剥4净复事大号 营销学原理 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: 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 第4页共11页营销学原理 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: 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 第 4 页 共 11 页