英文版市场营销学期末试卷6.doc

Section 1: Multiple Choices (75%)This section has 30 questions, each worth 2.5%. For each question, you must choose ONLY one choice which you think best fits in. Please transfer the code of your choice into the attached Answer Sheet.1. Marketing seeks to create and manage profitable customer relationships by delivering ________ to customers.a. competitive pricesb. superior valuec. superior serviced. superior promotione. product assortment 2. Customer satisfaction depends on the product’s perceived value relative to the buyer’s ________.a. cost of obtaining the productb. expectationsc. cost of competing productsd. cost of the lost experiencee. all of the above3. To reduce demand for space on congested expressways in Washington, D.C., the Metropolitan Washington Council of Governments has attempted to engage in ________.a. target marketingb. deregulationc. demarketingd. gray marketinge. integration4. Your firm is attempting to divide up the total market to determine the best segments it can serve. Which is the correct order of doing so?a. market segmentation, target marketing, market positioningb. target marketing, market positioning, market segmentationc. market positioning, market segmentation, target marketingd. market segmentation, market positioning, target marketinge. mass marketing, demographic segmentation, psychographic segmentation5. A company with limited resources might enter a new market by serving ________ segment(s).a. the largestb. the most profitablec. duald. one or a fewe. three or more 6. Today the four Ps are compared to the four Cs. Product and place are called ________ and ________, respectively.a. convenience; customer solutionb. customer cost; conveniencec. communication; customer solutiond. customer solution; conveniencee. communication; convenience 7. This systematic collection and analysis of publicly available information about competitors and developments in the marketing environment is very useful. What is it called?a. marketing datab. marketing intelligencec. Web masterd. sales and sales managemente. secondary data 8. Survey research is best suited for gathering ________ information.a. personalb. preferencec. attituded. descriptivee. exploratory9. Which form of data can usually be obtained more quickly and at a lower cost?a. primaryb. censusc. secondaryd. syndicatede. tertiary 10. ________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.a. Opinion leadersb. Habitual buyersc. Charismatic personalitiesd. Perceptionistse. Wild ducks11. ________ are defined as smaller cultural groups of people with shared value systems based on common life experiences and situations.a. Alternative evaluationsb. Cognitive dissonancesc. Subculturesd. Motivese. Attitudes12. To marketers, more important than reality is ________, the process by which people select, organize, and interpret information to form a meaningful picture of the world.a. personalityb. perceptionc. selective groupd. habitual behaviore. assessment 13. Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________.a. user statusb. usage ratec. benefitd. behaviore. product frequency14. Mass marketers, such as Target and Venture Stores, ignore market segment differences and target the whole market with one offer. What is their approach to segmenting?a. undifferentiated marketingb. differentiated marketingc. target marketingd. blanket marketinge. intelligent marketing 15. A segmenting approach that has been around for a long time that can be very effective—________— tailors brands and promotions to the needs and wants of specific cities, neighborhoods, and even specific stores.a. micromarketingb. differentiated marketingc. niche marketingd. local marketinge. A or D16. ________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.a. Shopping productsb. Unsought productsc. Specialty productsd. Industrial productse. Line extensions 17. A(n) ________ is a name, term, sign, symbol, design, or a combination of these, that identifies that maker or seller of a product or service.a. serviceb. brandc. co-brandd. internal markete. external market18. Product mix ________ refers to the number of different product lines the company carries. Procter & Gamble markets 250 brands organized into many product lines.a. lengthb. heightc. widthd. perimetere. depth19. General Electric worked with Culligan to develop its Water by Culligan Profile Performance refrig。