肉计价贺多大学 《营销学原理》 期末考试试卷答案 对外经济贸易大学 2003一2004学年第二学期 《营销学原理》期末考试试卷A-答案 课程课序号：MKT206一1,2,3,4,5,6,7 I.Multiple Choice (20 points) CCBCD DCCDC AAABC DBABC Il.True or False (10 points) TFFFF TTTFT Ill.Define the following concepts briefly.(12 points) Keys with Criteria 1.Marketing mix:the set of controllable tactical marketing tools (1 point)-product,price,place,and promotion(1 point)-that the firm blends to produce the response it wants in the target market.(1 point) 2.Vertical marketing system(VMS):a distribution channel structure (1 point) in which producers,wholesalers,and retailers (1 point)act as a unified system.(1 point) 3.Integrated marketing communications(IMC):the concept under which a company carefully integrates and coordinates its many communication channels (1 point)to deliver a clear,consistent,and compelling (1 point) message about the organization and its products.(1 point) 4.Market segmentation:dividing a market into distinct groups of buyers (1 point)with different needs,characteristics,or behavior(1 point)who might require separate products or marketing mixes.(1 point) IV.Answer the following questions briefly.(18 points) 1.What marketing strategic options are open to the marketers of electronic appliances in the mature stage of the product life cycle?(6 points) Suggested answer: Although products in the mature stage appear to remain unchanged for a long period,most successful ones are actually evolving to meet changing consumer needs.Product managers have three basic options for managing the product in the maturity stage of the product life cycle:modifying the market,product,and marketing mix. (1)In modifving the market,the company tries to increase the consumption of the current product.It looks for new users and market segments,ways to increase usage among present customers,or ways to reposition the product.(2 points) (2)The company might also try modifving the product--changing characteristics《营销学原理》 期末考试试卷答案 对外经济贸易大学 2003 ─ 2004学年第二学期 《营销学原理》期末考试试卷A-答案 课程课序号：MKT206－1，2，3，4，5，6，7 I. Multiple Choice (20 points) CCBCD DCCDC AAABC DBABC II. True or False (10 points) TFFFF TTTFT III. Define the following concepts briefly. (12 points) Keys with Criteria 1．Marketing mix: the set of controllable tactical marketing tools (1 point)—product, price, place, and promotion (1 point)– that the firm blends to produce the response it wants in the target market. (1 point) 2．Vertical marketing system (VMS): a distribution channel structure (1 point) in which producers, wholesalers, and retailers (1 point) act as a unified system. (1 point) 3．Integrated marketing communications (IMC): the concept under which a company carefully integrates and coordinates its many communication channels (1 point) to deliver a clear, consistent, and compelling (1 point) message about the organization and its products. (1 point) 4．Market segmentation: dividing a market into distinct groups of buyers (1 point) with different needs, characteristics, or behavior (1 point) who might require separate products or marketing mixes. (1 point) IV. Answer the following questions briefly. (18 points) 1． What marketing strategic options are open to the marketers of electronic appliances in the mature stage of the product life cycle? (6 points) Suggested answer： Although products in the mature stage appear to remain unchanged for a long period, most successful ones are actually evolving to meet changing consumer needs. Product managers have three basic options for managing the product in the maturity stage of the product life cycle: modifying the market, product, and marketing mix. (1) In modifying the market, the company tries to increase the consumption of the current product. It looks for new users and market segments, ways to increase usage among present customers, or ways to reposition the product. (2 points ) (2) The company might also try modifying the product--changing characteristics 1