价+号 《营销学原理》 期末考试试卷 After talking with the head-purchasing agent,you realize that the building manager is the person with the most power to select a supplier.This manager is the: a.decider. b.influencer. c.buyer. d.gatekeeper. ()19.Which type of product is most in need of market testing? a.All new products should be market. b.high-investment and high-risk products. c.low-investment and high-risk products. d.high-profit potential products with time pressure due to intense competition. ()20.You're a marketer for a sporting goods firm.One day,a colleague hands you the latest tennis racket(网球拍)developed by your colleagues in product development with a description of the racket's attributes,quality,and design features.You are holding a(n): a.core product. b.potential product. c.actual product. d.augmented product. Il.True or False (10 points) Score: ()1.The straight rebuy describes the situation where the buyer buys the same as previously but can buy from another supplier. ()2.Continuity means placing all the ads in the same type of media. ()3.When marketing products abroad,firms should work to keep their costs down by not adapting their products to suit specific local needs. ()4.A retail co-op exists when a wholesaler organizes a voluntary chain of retailers to help them compete with large chain organizations. ()5.Marketing-strategy development includes a review of the sales,costs, and profit projections for a new product. ()6.Supermarkets are the most frequently shopped types of retail store. ()7.Telemarketing can be as effective as a personal call,but much less expensive ()8.Observational research can involve setting up video cameras to view shopper motions and behavior patterns.《营销学原理》 期末考试试卷 After talking with the head-purchasing agent, you realize that the building manager is the person with the most power to select a supplier. This manager is the: a. decider. b. influencer. c. buyer. d. gatekeeper. ( ) 19. Which type of product is most in need of market testing? a. All new products should be market. b. high-investment and high-risk products. c. low-investment and high-risk products. d. high-profit potential products with time pressure due to intense competition. ( ) 20. You’re a marketer for a sporting goods firm. One day, a colleague hands you the latest tennis racket (网球拍)developed by your colleagues in product development with a description of the racket's attributes, quality, and design features. You are holding a(n): a. core product. b. potential product. c. actual product. d. augmented product. II. True or False (10 points) Score: （ ）1. The straight rebuy describes the situation where the buyer buys the same as previously but can buy from another supplier. （ ）2. Continuity means placing all the ads in the same type of media. （ ）3. When marketing products abroad, firms should work to keep their costs down by not adapting their products to suit specific local needs. （ ）4. A retail co-op exists when a wholesaler organizes a voluntary chain of retailers to help them compete with large chain organizations. （ ）5. Marketing-strategy development includes a review of the sales, costs, and profit projections for a new product. （ ）6. Supermarkets are the most frequently shopped types of retail store. （ ）7. Telemarketing can be as effective as a personal call, but much less expensive. （ ）8. Observational research can involve setting up video cameras to view shopper motions and behavior patterns. 4