渊的经份餐多方是 营销学原理 对外经济贸易大学 1997-1998学年第二学期营销学原理期末试卷 Final Examination for Principles of Marketing University of International Business and Economics 企管96级、国贸双学位97级、经济法95级、信息96级、海关96级 July15,1996 Major Class Name Score I.Multiple choice(Choose one best answer to each of the questions 20%): 1.The most fundamental level of a product is the a.core product b.product unit c.augmented product d.total concept of the product 2.According to the BCG growth-share matrix,which types of SBUs often need heavy investment to finance their rapid growth? a.stars b.dogs c.question marks d.cash cows 3.Everyday information about development in the marketing environment that helps managers make and adjust marketing plans is available from: a.internal company records. b.marketing intelligence. c.marketing research d.strategic planning e.marketing plans. 4.The Largo Corporation has just introduced a new product and is attempting to make the mass market aware of the desirable qualities of its offering.Largo is likely to emphasize the use of a.personal selling b.advertising c.publicity d.sales promotion 5.Professor Wang writes a lot.To have a personal computer will help him greatly.He tells one of his friends that he wants to buy one and is able to pay for it.According to Marketing theory,he has expressed a: a.need for the product b.demand for the product c.desire for the product d.want for the product 6.After Chun Lan air-conditioner became very popular throughout China,the company began to introduce its motocycles under the same brand name in 1995. What kind of branding decision is it? a.single family brand b.brand extension 第1页共10页营销学原理 对外经济贸易大学 1997—1998学年第二学期营销学原理期末试卷 Final Examination for Principles of Marketing University of International Business and Economics 企管96级、国贸双学位97级、经济法95级、信息96级、海关96级 July 15, 1996 Major ___________Class_______Name______________ Score_______ I. Multiple choice (Choose one best answer to each of the questions 20%): 1. The most fundamental level of a product is the a. core product b. product unit c. augmented product d. total concept of the product 2. According to the BCG growth-share matrix, which types of SBUs often need heavy investment to finance their rapid growth? a. stars b. dogs c. question marks d. cash cows 3. Everyday information about development in the marketing environment that helps managers make and adjust marketing plans is available from: a. internal company records. b. marketing intelligence. c. marketing research d. strategic planning e. marketing plans. 4. The Largo Corporation has just introduced a new product and is attempting to make the mass market aware of the desirable qualities of its offering. Largo is likely to emphasize the use of a. personal selling b. advertising c. publicity d. sales promotion 5. Professor Wang writes a lot. To have a personal computer will help him greatly. He tells one of his friends that he wants to buy one and is able to pay for it. According to Marketing theory, he has expressed a: a. need for the product b. demand for the product c. desire for the product d. want for the product 6. After Chun Lan air-conditioner became very popular throughout China, the company began to introduce its motocycles under the same brand name in 1995. What kind of branding decision is it? a. single family brand b. brand extension 第 1 页 共 10 页