链男经降贸昌大 营销学原理 a.length of the product mix b.width of the product mix c.depth of the product mix d.span of the product mix ll.True or false (20%)? 1.The most basic concept underlying marketing is identification of consumers'needs and wants. 2.Recently the automobile industry has been using price,durability,and fuel economy to promote its product.These appeals are most properly classified as emotional appeals. 3.Consumers perceive products as complex bundles of benefits which may satisfy their needs. 4.A buyer would probable travel a considerable distance to purchase convenience goods 5.Intensive distribution means a big number of middlemen used. 6.Retail sales may be made in stores,by mail,or by telephone. 7.The process of putting a sender's thoughts into symbolic form is called decoding. 8.Of the methods used in setting the promotion budget,only the objective-and-task method makes logical sense. 9.Marketing myopia occurs when sellers are so taken with their products that they focus only on existing wants and lose sight of underlying customer needs. 10.A manufacturer's brand is also called a private brand. 11.Profits are negative during the product development stage of the product life cycle 12.Over time,product lines have a tendency to lengthen. 13.Changes in consumer taste may alter the shape of the product life cycle. 14.The decline in average cost with accumulated experience is called the average cost curve. 15.Quantity discounts are usually provided as a reward for paying bills promptly. 16.The reseller market consists of wholesalers,retailers,and governmental units. 17.The amount of market testing remains constant for all new products. 18.If a product is positioned on nonprice factors,then decisions about quality,promotion,and distribution will strongly affect price. 19.Advertising is used by consumer product firms only. 20.The growth in technologically complex products has extended the length of sales training programs. Ill.Fill in each blank with an appropriate word (10 %) 1.As an example of marketing system,Sears and McDonald's joined forces to market the McKids line of "Fun clothes for small fries."McDonald's franchisees and Sears work together to develop local promotion programs. 2.A卫 strategy calls for spending a lot of money on advertising and consumer promotion to build up consumer demand. 第4页共10页营销学原理 a. length of the product mix b. width of the product mix c. depth of the product mix d. span of the product mix II. True or false (20%) ? 1. The most basic concept underlying marketing is identification of consumers' needs and wants. 2. Recently the automobile industry has been using price, durability, and fuel economy to promote its product. These appeals are most properly classified as emotional appeals. 3. Consumers perceive products as complex bundles of benefits which may satisfy their needs. 4. A buyer would probable travel a considerable distance to purchase convenience goods. 5. Intensive distribution means a big number of middlemen used. 6. Retail sales may be made in stores, by mail, or by telephone. 7. The process of putting a sender's thoughts into symbolic form is called decoding. 8. Of the methods used in setting the promotion budget, only the objective-and-task method makes logical sense. 9. Marketing myopia occurs when sellers are so taken with their products that they focus only on existing wants and lose sight of underlying customer needs. 10. A manufacturer's brand is also called a private brand. 11. Profits are negative during the product development stage of the product life cycle. 12. Over time, product lines have a tendency to lengthen. 13. Changes in consumer taste may alter the shape of the product life cycle. 14. The decline in average cost with accumulated experience is called the average cost curve. 15. Quantity discounts are usually provided as a reward for paying bills promptly. 16. The reseller market consists of wholesalers, retailers, and governmental units. 17. The amount of market testing remains constant for all new products. 18. If a product is positioned on nonprice factors, then decisions about quality, promotion, and distribution will strongly affect price. 19. Advertising is used by consumer product firms only. 20. The growth in technologically complex products has extended the length of sales training programs. III. Fill in each blank with an appropriate word (10 %): 1. As an example of ___________ marketing system, Sears and McDonald’s joined forces to market the McKids line of “Fun clothes for small fries.” McDonald’s franchisees and Sears work together to develop local promotion programs. 2. A p______ strategy calls for spending a lot of money on advertising and consumer promotion to build up consumer demand. 第 4 页 共 10 页