制卧爱分贸多大芳 营销学原理 7.Market skimming is LEAST likely to be used when: a.there is a high current demand. b.there is little likelihood of attracting competition. c.a high price supports the image of a superior product. d.the market is highly price sensitive. 8.The first stage in the buyer decision process is a.information search b.routine response behaviour c.problem recognition d.evaluation 9.The fact that McDonald's both owns and franchises its outlet restaurants is BEST described by which of the following: a.Corporate vertical marketing system b.Administered vertical marketing system c.Competitive vertical marketing system. d.Horizontal marketing system. e.Multichannel marketing system. 10.Which type of vertical marketing system that coordinates the stages of production and distribution through the size and power of one of the parties? a.Administered VMS. b.Independent VMS. c.Contractual VMS. d.Dependent VMS. e.Corporate VMS. 11.The type of trade-promotion discount in which manufacturers agree to reduce the price to the retailer in exchange for the retailer's agreement to feature the manufacturer's products in some way is called a(n): a.discount b.allowance c.premium. d.advertising speciality e.rebate. 12."While sales expenditure is kept stable or little increased,the ratio of sales expenditure to sales revenue drops."This is one of the characteristics of which stage of product life cycle? a.Introduction b.Growth c.Maturity d.Decline 13.Which of the following four methods does not belong to the cost-based approach? a.cost-plus pricing b.perceived-value pricing c.breakeven pricing d.marginal-cost pricing 14.According to Ernst Engel,as family income rises: a.the percentage spent on food increases. 第2页共9页营销学原理 7. Market skimming is LEAST likely to be used when: a. there is a high current demand. b. there is little likelihood of attracting competition. c. a high price supports the image of a superior product. d. the market is highly price sensitive. 8. The first stage in the buyer decision process is a. information search b. routine response behaviour c. problem recognition d. evaluation 9. The fact that McDonald’s both owns and franchises its outlet restaurants is BEST described by which of the following: a. Corporate vertical marketing system. b. Administered vertical marketing system. c. Competitive vertical marketing system. d. Horizontal marketing system. e. Multichannel marketing system. 10. Which type of vertical marketing system that coordinates the stages of production and distribution through the size and power of one of the parties? a. Administered VMS. b. Independent VMS. c. Contractual VMS. d. Dependent VMS. e. Corporate VMS. 11. The type of trade-promotion discount in which manufacturers agree to reduce the price to the retailer in exchange for the retailer’s agreement to feature the manufacturer’s products in some way is called a(n): a. discount b. allowance c. premium. d. advertising speciality e. rebate. 12. "While sales expenditure is kept stable or little increased, the ratio of sales expenditure to sales revenue drops." This is one of the characteristics of which stage of product life cycle? a. Introduction b. Growth c. Maturity d. Decline 13. Which of the following four methods does not belong to the cost-based approach? a. cost-plus pricing b. perceived-value pricing c. breakeven pricing d. marginal-cost pricing 14. According to Ernst Engel, as family income rises: a. the percentage spent on food increases. 第2页 共9页