經典word整理文檔，僅參考，雙擊此處可刪除頁眉頁腳。本資料屬于網絡整理，如有侵權，請聯系刪除，謝謝！A)Marketingisthecreationofvalueforcustomers.B)Marketingismanagingprofitablecustomerrelationships.C)Sellingandadvertisingaresynonymouswithmarketing.D)Marketinginvolvessatisfyingcustomers'needs.課程類別必修[√]選修[]2015-2016_學年度第__一__學期課程名稱：__市場營銷學（雙語）__________考試方式開卷[]閉卷[√]2.________arehumanneedsasshapedbyindividualpersonalityandculture.A)NeedsB)WantsC)DemandsD)Values層次考生學號3.IntheBostonConsultingGroupapproach,________providesameasureofmarketattractiveness.寫考生姓名A)relativemarketshareC)marketpenetrationB)marketdevelopmentD)marketgrowthrate題號一得分六4.Thecollectionofbusinessesandproductsthatmakeupacompanyiscalledits________.A)strategicbusinessunitC)strategicplan.SingleChoiceQuestions:(PleasechoosethebestanswerfromthecorrespondingfouralternativesandB)missionstatementD)businessportfoliomarkA,B,CorDintotheblank.20scorestotallyand1scoreforeach.)5.Whichtypeoforganizationhelpscompaniestostockandmovegoodsfromtheirpointsoforigintotheirdestination?1．2．3．4．5．6．7．8．9．10．15．20．A)financialintermediariesB)physicaldistributionfirmsD)resellers11．16．12．17．13．18．14．19．C)marketingservicesagencies6.Workers,managers,andmembersoftheboardareallpartofacompany's________public.A)general1.Allofthefollowingareaccuratedescriptionsofmodernmarketing,EXCEPTwhichone?B)internalC)localD)intermediaryA)productsforuseinproductionofotherproductsB)servicesforuseinproductionofotherservicesC)productspurchasedtoreselltoothers7.Amarketinginformationsystem(MIS)consistsofpeopleandprocedurestoassessinformationneeds,________,andhelpdecisionmakersanalyzeandusetheinformation.D)productspurchasedforpersonalconsumptionA)experimenttodevelopinformationB)testmarkettheinformation12.Whencomparedtoconsumermarkets,businessmarketsare________.C)developtheneededinformationA)approximatelythesameC)hugeB)smallerD)critiquetheneededinformationD)somewhatlarger8.Marketersmustweighcarefullythecostsofadditionalinformationagainstthe________resultingfromit.13.Thethirdlevelofaproductthatproductplannersmustconsiderisa(n)________aroundthecorebenefitandactualproductthatoffersadditionalconsumerservicesandbenefits.A)organizationB)benefitsC)creativityD)ethicalissuesA)brandequityB)augmentedproductD)industrialproduct9.Themarketerwantstounderstandhowthestimuliarechangedintoresponsesinsidetheconsumer's________,whichhastwoparts.First,thebuyer'scharacteristicsinfluencehowheorsheperceivesandreactstothestimuli.Second,thebuyer'sdecisionprocessitselfaffectsthebuyer'sbehavior.C)brandextension14.Productsandservicesfallintotwobroadclassificationsbasedonthetypesofconsumersthatusethem.Whichisoneofthesebroadclasses?A)cultureB)blackboxC)beliefD)lifestyleA)industrialproductsB)specialtyproductsD)materialsandpartsC)suppliesandservices10.Eachculturecontainssmaller________,orgroupsofpeoplewithsharedvaluesystemsbasedoncommonlifeexperiencesandsituations.15.Whichofthefollowingisperhapsthemostimportantexternalsourceofnew-productideas?A)engineersC)competitorsA)alternativeevaluationsC)subculturesB)cognitivedissonancesD)motivesB)customersD)trademagazines,shows,andseminars11.BusinessbuyingbehaviorreferstothebuyingbehavioroforganizationsthatbuyallofthefollowingEXCEPT________.16.Aquantitydiscountisapricereductiontobuyerswhopurchase________.A)frequentlyC)closeoutsB)largevolumesscorestotallyand2scoresforeach.)D)inferiormerchandise2．7．3．8．4．9．6．10．17.________includesalltheactivitiesinvolvedinsellingproductsorservicesdirectlytofinalconsumersfortheirpersonal,nonbusinessuse.1.Themissionstatementscharacteristicsincluding_______.A)FranchisingB)RetailingC)BrokeringD)WholesalingA)market-orientedC)specificB)realisticD)motivating18.AcorporateVMShastheadvantageofcontrollingtheentiredistributionchainunder________.2.4Csofthemarketingmixincluding____________.A)customersolutionB)costC)convenienceA)aprofit-maximizingstrategicplanC)massdistributionB)singleownershipD)communicationD)afewintermediaries3.Thetypesofpublicsconsistsof_______.19.Whenacompanysetsouttoanalyze,plan,implement,andcontrolsalesforceactivities,thecompanyisundertaking________.A)financialpublicB)mediapublicD)generalpublicC)citizen-actionpublicA)salesdesignB)salesforcemanagementC)groupsaleseffortsD)co-opsellingandadvertising4.Thetypesofprobabilitysampleincluding________.A)simplerandomsampleC)clustersampleB)stratifiedrandomsampleD)judgmentsample20.Whatisthetermusedtoidentifytheindividualsinacompanywhotraveltocalloncustomersinthefield?A)productsalesforceC)insidesalesforceB)outsidesalesforceD)complexsalesforce5.Thetypesofvaluepropositionincluding___________.A)moreformoreC)moreforlessB)moreforthesameD)thesameforlessMultipleChoiceQuestions:(PleasechooseatⅡ.6.Consumerproductsconsistsof_____________least2bestanswersfromthecorrespondingalternativesandmarkwhatyouhavechosenintotheblanks.20A)convenienceproductsC)specialtyproductsB)shoppingproductsD)unsoughtproducts2.Advertisingisusedmostlybynot-for-profitorganizations,professionals,andsocialagenciestopromotetheirvariouscausestotargetpublics.7.Thetypesofgeneralpricingapproachesincluding_________.A)market-basedpricingC)value-basedpricingB)cost-basedpricingD)competition-basedpricing3.Today,mostsalespeoplearewell-educated,well-trainedprofessionalswhoworktobuildandmaintainlong-termcustomerrelationshipsbylisteningtotheircustomers,assessingtheirneeds,andorganizingthecompany'seffortstosolvecustomerproblems.8.Advertisingobjectivesincluding__________A)informativeadvertisingC)reminderadvertisingBpersuasiveadvertisingD)affordableadvertising4Salespromotionconsistsoflong-termincentivestoencouragepurchasesorsales9.Discountandallowancepricingconsistsof_______.ofaproductorservice.A)cashdiscountB)quantitydiscountD)trade-inallowanceC)seasonaldiscount5．Market-skimmingisamorepopularstrategyforpricingnewproducts,whilemarket-penetrationisamorepopularstrategyforpricingproductsthataremoreadvancedintheproductlifecycle.10.Thetypesofverticalmarketingsystemsincluding_______A)corporateVMSB)contractualVMSD)horizontalVMSC)administeredVMS6Newproductdevelopmentbeginswithasystematicsearchfornewproductideasthroughideageneration.TrueorFalseQuestions:(PleasedeterminetrueⅢ.7．Yourcompanywantstomoveawayfrommassmarketingandengageincustomer-drivenmarketing.Thefourstepstotake,inorder,aremarketsegmentation,marketingpositioning,differentiation,andtargeting.orfalseforthefollowingstatements,marking√fortrueand×forfalseintherelevantblankwithoutcorrection.10scorestotallyand1scoreforeach.)8．Aperson'sbuyingchoicesareinfluencedbyfourmajorpsychologicalfactors:1.2．7．3．8．4．9．motivation,perception,learning,andbeliefsandattitudes.6．10．1.Whenbackedbybuyingpower,needsbecomedemands.9．"AtNike,wesellshoes"isamarket-orientedbusinessdefinition.10．Whenanorganizationidentifiesanddevelopsnewmarketsforitscurrentproductsandservices,itisengagedinmarketdevelopment.BrieflyAnswertheFollowingQuestions:(AllⅣ.writtenresponsesmustbeinEnglish.22scorestotally)4.Listthesixstepsindevelopingeffectivecommunication?（6）1．Listthefivestepsofthemarketing？（5scores）2．Listfivepatternsoftargetmarketselection?（5scores）TranslationfromChineseintoEnglish:(12scoresⅤ.totallyand1scoreforeach.)1.顧客感知價值2.營銷近視癥3.市場滲透3．Listsixmicroenvironment？（6scores）4.參照群體5.產品認知6.產品價值分析7.競爭優勢professionalsalesstaff.Dealerslistedthepotentialcustomers,tosendthemmanual,containing12minutesdramaticexpressionaboutLexusperformancevideo.Forexample,avideotapeshowingengineersputaglassofwaterontheengine,whenMercedesBenzengine,waterjitter,andLexusdidnot,thatisindicatingthatLexushasmorestableengineandprovidesmorestabledriving.Videotapealsodisplaymoredramatic,putaglassofwateronthesteeringwheelside,whenLexusturnssharply,waterdoesnotoverflowout--thismakepeopleexciting.Buyerswillintroducetotheirfriendseverywhere,andbecomeanewLexusbestsalesman(free).8.產品組合9.成本加成定價法10.特許經營組織11.銷售推廣12.理性訴求CaseStudy:(Pleasepresentbriefanswersoftheattachedquestionsbasedonyouunderstandingandanalysisofthefollowingcase.16scorestotally.)Ⅵ.Materialquestions:AccordingtotheToyotaLexuspricechallenge,MercedesBenzsho