市场营销复习题

一、名词解释1. Selling Concept2. Marketing Concept3. Marketing Myopia4. Growth-share Matrix5. Product/market Expansion Grid6. SWOT Analysis7. Positioning8. Occasion Segmentation 9. Behavioral Segmentation 10. Habitual Buying Behavior 11. Focus Group Interviewing 12. V alue Analysis 13. Engel’s Law14. Diversification 15. Marketing Audit二、单项选择题1. The two fold goal of marketing is to attract new customers by promising superior value and to _____.a.keep and grow current customers by delivering satisfactionb.keep and grow current customers by delivering competitive pric ingc.keep and grow current customers by delivering friendly serviced.keep and grow current customers by delivering vast product assortmente.all of the above2. When your firm practices developing and maintaining a strategic fit between yourorganization’s goals and capabilities, it is forming a(n) _____.a.mission statementb.values statementc.strategic pland.short-term purposee.operating plan3. Today, marketing must be understood in terms of not just making a sale but also _____.a.satisfying customers’ needsb.understanding customers’ valuec.understanding customers’ self-imagesd.brilliant advertisinge.successfully remaining in the market4. Marketing planning at your firm occurs at what levels?a.business unit; marketb.business unit; productc.product; marketd.business unit; product; markete.business unit; financial unit; market5.The marketing information system is not limited to use by the company it serves. It may also provide information to _____.a.the governmentb.external partnersc.various publicspetitorse.none of the above6. Why does Procter & Gamble offer products that compete with one another on the same supermarket shelves?a.Different people want a greater selection.b.Different people want different mixes of benefits from the products they buy.c.Procter & Gamble has little competition.d.Retailers request it.e.It creates healthy competition.7. By _____ the market and having several detergent brands, Procter & Gamble has an attractive offering for consumers in all important preference groups.a.Dividingb.Researchingc.Segmentingd.Understandinge.Reaching8. Many companies are moving to a new level in creating value for their customers. They aredeveloping and delivering total customer experiences. Whereas products are tangible and services are intangible, experiences are _____.a.product qualityb.memorablec.unsought productd.internal marketinge.service encounters9. Products and services fall into two broad classes based on the types of consumers that usethem. Which is one of these broad classes?a.industrial productsb.brand equityc.co-brandingd.brand extensione.cohesive10. A company can obtain new products through new product development. Which of the following define(s) new products?a.original productsb.product improvementsc.product modificationd.all of the abovee.none of the above11．Some companies give customers the tools and resources to design their own _____.a. advertising campaignsb. productsc.product modificationsd.product applicationse.shelves12．Lawnmowers of Chicago is a landscaping company established throughout the American Midwest. Upon entering a new community, lower prices are asked for their services. Aftergaining a respectable reputation in a new area, prices are gradually increased. Starting a business in this manner is an example of which marketing objective?a.current profit maximizationb.market share leadershipc.product quality leadershipd.survivale.status quo existence13．Caterpillar charges 20 percent to 30 percent more than competitors for its heavy construction equipment based on superior product and service quality. This is an example of _____.a.Survivalb.current profit maximizationc.market share leadershipd.product quality leadershipe.none of the above14．Pricing is difficult because the various products have related _____ and costs, and face different degrees of _____.a.demand; product modificationsb.demand; competitionpetition; obsolescenced.substitutes; customer loyaltye.revenue levels; challenges15．The logistics and distribution manager of BeltWay Enterprises, Inc., regularly deals with the four major questions concerning marketing channels. Identify the one that is NOT associated.a.How do channel firms interact and organize to do the work of the channel?b.What is the nature of marketing channels and why are they important?c.What problems do companies face in designing and managing their channels?d.What role do financial and transportation members play in retaining customers?e. B and D16. Highly successful companies know that if they take care of their customers, _____ will follow.f.frequent word of mouthg.market shareh.profitsi.sales and profitsj.increased competition17. Y ou are preparing a combination of products, services, information, and experiences to a market to satisfy needs and wants. What are you preparing?a.value propositionb.demand satisfactionc.tactical pland.marketing offere.strategy18. By orchestrating several services and products, companies can create, stage, and market brand _____.a.meaningb.experiencesc.awarenessd.preferencese.recognition19. At the corporate level, a company starts the strategic planning process by defining its overall purpose and _____.f.missiong.valuesh.visioni.opinionsj.strengths20. Marketers must weigh carefully the costs of additional information against the _____ resulting from it.esb.benefitsc.knowledged.rewardse.cost21. When a company identifies the parts of the market it can serve best and most profitably, it is practicing _____.f.concentrated marketingg.mass marketingh.targeted marketingi.segmentingj.undifferentiated22. Research has shown that practicing mass marketing today is limited because the world’s mass markets have slowly splintered into a profusion of _____.a.unidentifiable marketsb.confused marketsc.small segmentsd.international marketse.disarray23. Product planners need to think about products and services on three levels. Each level adds more customer value. The most basic level is the _____, which addresses the question, “What is the buyer reall y buying?”a.actual productb.augmented productc.core benefitd.co-brandinge.exchange24. _____ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making comparisons.f.Shopping productsg.Brandsh.Servicesi.Industrial productsj.Line extensions25. The purpose of idea generation is to create a _____ of ideas. The purpose of succeeding stages is to _____ that number.f.small number; reduceg.small number; increaserge number; increaserge number; reducej.small number; maintain26．GrayBerry Gifts has just brainstormed a large number of ideas for adding new products and services after visiting several buying fairs. The owners will begin the first idea-reducing stage called _____ to arrive at a realistic number to adopt.a.idea generationb.idea screeningc.product conceptd.concept developmente.idea dissemination27．Swatch surveyed the market and identified an unserved segment of watch buyers. Using these results, they created a watch at a price consumers were willing to pay. The unorthodox order of this marketing mix decision is an example of _____.petition-based pricingg.cost-plus pricingh.target costingi.value-based pricingj.penetration pricing28．_____ are the sum of the _____ and _____ for any given level of production.a. Fixed costs; variable; total costsb. Fixed costs; total; variable costsc.V ariable costs; fixed; total costsd.Total costs; fixed; variable costse.Break-even costs; fixed; total costs29．A marketer must be familiar with the five major product mix pricing situations. Whic h of the following is not one of them?f.product line pricingg.optional-product pricingh.captive-product pricingi.unbundled product pricingj.none of the above30．When suppliers, distributors, and customers partner with each other to improve the performance of the entire system, they are participating in a _____.f.value delivery networkg.channel of distributionh.supply chaini.demand chainj.none of the above31. Marketing is more than _____ and advertising.k.distributionl.promotionm.sellingn.pricingo.customer service32. Marketing planning at your firm occurs at what levels?k.business unit; marketl.business unit; productm.product; marketn.business unit; product; marketo.business unit; financial unit; market33. We must learn a valuable lesson in marketing. Many sellers make the mistake of paying more attention to the specific products they offer than to the _____ produced by those products.p.benefitsq.experiencesr.benefits and experiencess.value satisfactiont.customer loyalty34. A clear mission statement acts as an invisible hand that guides people in the firm. It is a statement of _____.p.factq.valuesr.purposes.financial goalst.employee commitment35. Marketers must weigh carefully the costs of additional information against the_____ resulting from it.esb.benefitsc.knowledged.rewardse.cost36. Even though several options are available at any one time, there is _____ to segment a market.k.one single best wayl.no single waym.the most effective wayn.the least-cost wayo. a most popular way37. Y our firm has decided to localize its products and services to meet local market demands. Agood approach to use would be _____ segmentation.a.geographicb.benefitc.end-used.customere.image38. _____ 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.k.Shopping productsl.Unsought productsm.Specialty productsn.Industrial productso.Line extensions39. _____ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, and other marketing efforts.p.Specialty productsq.Line extensionsr.Unsought productss.Shopping productst.Staples40. JoAnn Fabrics, Inc., has just created a new combination of colors and fabric types. The firm wants to be sure of the way consumers perceive an actual or potential product called product _____.k.ideal.conceptm.imagen.proposalo.presentation41．With what groups do firms conduct concept testing for new products?p.suppliersq.employeesr.target customerss.focus groupspetitors42．As production experience increases, the average cost per unit decreases. This drop is called the _____.k.demand curvel.experience curvem.short-run average cost curven.long-run average cost curveo.marginal utility43．In industrial markets, _____ has the final say in setting the pricing objectives and policies of that company.p.the sales managerq.top managementr.the production managers.the finance managert.the purchasing department44．A challenge for management in product line pricing is to decide on the price steps between the _____.k.various products in a linel.product mixesm.product groupingsn.product lineso.various target markets45．_____ from the manufacturer or service provider is the set of firms that supply the raw materials, components, parts, information, finances, and expertise needed to create a product or service.k.Downstreaml.Upstreamm.Separatedn.Congruouso.None of the above三、判断题1. Y our department holds that achieving organizational goals depends on knowing the needs andwants of target markets and delivering the desired satisfaction better than competitors do.Y our department is practicing the selling concept.2. An effective MIS assesses information needs, develops needed information, and distributesthe information to help managers use it in decision making.3. This type of segmentation uses different marketing approaches for different time periods ofpeoples’ lives and different family situations. This segmentation method is called demographic.4. Gender segmentation has long been used in clothing, cosmetics, toiletries, and magazines.5. Programs that include public health campaigns to reduce smoking, alcoholism, drug abuse,and overeating are examples of the social idea known as social marketing.6. Malibu Beach Parties finds that the tastes and preferences of its customers change morerapidly than in the past. The manager is constantly looking for external ideas from customers, suppliers, competition, and the sales force.7．To avoid too few new product ideas and the failure of many good ideas, top management should install an idea management system. This system directs the flow of new ideas to each department where they can be collected, reviewed, and evaluated.8．If Canon Camera Company follows a high-price, high-margin strategy, it may attract competition from Nikon, Minolta, and Pentax.9．Companies that set a low initial price in order to get their “foot in the door” quickly and deeply, attract a large number of buyers quickly, and win a large market share practice market-skimming pricing.10. Members of the marketing channel perform many key functions, such as helping to completeinformation, promotion, contact, matching, and negotiation transactions. They can also help to fulfill the completed transactions like e-procurement, financing, and risk-taking.11. Harry Porter is addressing customer needs by putting forth a set of benefits he promises toconsumers to satisfy them. Harry is concerned with value proposition.12. Customer value in relation to a purchase depends on how well the product’s performancelives up to the customer’s expectations.13. Y our assignment at work is to divide buyers into different groups based on social class,lifestyle, and personality characteristics. After a planning session with the marketing and sales staff, you issue a memo to upper management recommending psychographic segmentation. Y ou are right on target.14. For simplicity’s sake, most marketers generally limit their segmentation analysis to one or afew variables.15. Product support services identify the product or brand, describe several things about theproduct, and promote the product through attractive graphics.16. Blair Housewares wants to add new lines of products to its 46-store chain. Managersbelieve the purpose of idea generation is to create a few ideas, and the purpose of succeeding stages is to increase that number.17．A product idea is a possible product a company can offer the market. A product concept is a detailed version of the idea stated in meaningful consumer terms. A product image is the way consumers perceive an actual or potential product.18．The simplest pricing method is break-even pricing—adding a standard markup to the cost of the product.19．Melt-In-Y our-Mouth Candy Stores prices its candy displays at ten different price levels, ranging from $2.00 per pound to $4.95 per pound. This is an illustration of price points. 20．Judy Smith is the manager of the local McDonald’s franchise in Carterville. Recently the home office did not let her participate in co-op advertising like the other McDonald’s in her district.Now she is irritated and demands fairness. This is an example of horizontal conflict.21。