链男华经降餐事大学 营销学原理 23.In the introduction stage of the product life cycle of a consumer good, A.personal selling is emphasized over advertising B.advertising and publicity are cost effective in producing high awareness. C.sales promotion does not exist. D.publicity does not exist. E.advertising and public relations loses effectiveness rapidly. 24.Many analysts believe that activities do not build long-term consumer preference and loyalty as does A.advertising,personal selling B.public relations,sales promotion C.sales promotion,personal selling D.sales promotion,advertising 25.One Hi-Fi(高保真音响)maker divides the Hi--fi consumers into three types:type A is "musicians",who buy Hi-Fi in order to enjoy music;type B is "technicians",who are more interested in studying high technology;type C is "snobs",who are more concerned by the status and richness marked by possessing Hi-Fi.This maker takes type A and B as its target market,because it thinks these two types of consumers are more inclined to buy this brand. The criterion (used in market segmentation here is A. benefits sought B.personality C.life style D.preference 26.In the above case,the market-coverage strategy used by the manufacture is: A.concentrated marketing B.differentiated marketing C.undifferentiated marketing D.mass marketing 27.If the fixed cost of a product is 4 000 000,the variable cost is $240 and the expected sales is 50 000 units,suppose the manufacture wants a 20%markup on sales,the price should be A.$1600 B.$320 C.$180 D.$400 28.In an attempt to build a unique product image to increase profits and exercise an effective control over the middleman,the manufacturers of upscale women's apparels and of new luxurious cars tend to take which of the following strategy of distribution width? A.intensive distribution B.selective distribution C.exclusive distribution D.comprehensive distribution 第5页共11页营销学原理 23. In the introduction stage of the product life cycle of a consumer good， A. personal selling is emphasized over advertising. B. advertising and publicity are cost effective in producing high awareness. C. sales promotion does not exist. D. publicity does not exist. E. advertising and public relations loses effectiveness rapidly. 24. Many analysts believe that _______ activities do not build long-term consumer preference and loyalty as does _______. A. advertising, personal selling B. public relations, sales promotion C. sales promotion, personal selling D. sales promotion, advertising 25. One Hi-Fi （高保真音响）maker divides the Hi-fi consumers into three types: type A is “musicians”, who buy Hi-Fi in order to enjoy music; type B is “technicians”, who are more interested in studying high technology; type C is “snobs”, who are more concerned by the status and richness marked by possessing Hi-Fi. This maker takes type A and B as its target market, because it thinks these two types of consumers are more inclined to buy this brand. The criterion (标准) used in market segmentation here is A. benefits sought B. personality C. life style D. preference 26. In the above case, the market-coverage strategy used by the manufacture is: A. concentrated marketing B. differentiated marketing C. undifferentiated marketing D. mass marketing 27. If the fixed cost of a product is $ 4 000 000, the variable cost is $240 and the expected sales is 50 000 units, suppose the manufacture wants a 20% markup on sales, the price should be A. $ 1 600 B. $ 320 C. $ 180 D. $ 400 28. In an attempt to build a unique product image to increase profits and exercise an effective control over the middleman, the manufacturers of upscale women’s apparels and of new luxurious cars tend to take which of the following strategy of distribution width? A. intensive distribution B. selective distribution C. exclusive distribution D. comprehensive distribution 第 5 页 共 11 页