市场营销复习题

一、名词解释

1. Selling Concept

2. Marketing Concept

3. Marketing Myopia

4. Growth-share Matrix

5. Product/market Expansion Grid

6. SWOT Analysis

7. Positioning

8. Occasion Segmentation 9. Behavioral Segmentation 10. Habitual Buying Behavior 11. Focus Group Interviewing 12. V alue Analysis 13. Engel’s Law

14. 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 satisfaction

b.keep and grow current customers by delivering competitive pric ing

c.keep and grow current customers by delivering friendly service

d.keep and grow current customers by delivering vast product assortment

e.all of the above

2. When your firm practices developing and maintaining a strategic fit between your

organization’s goals and capabilities, it is forming a(n) _____.

a.mission statement

b.values statement

c.strategic plan

d.short-term purpose

e.operating plan

3. Today, marketing must be understood in terms of not just making a sale but also _____.

a.satisfying customers’ needs

b.understanding customers’ value

c.understanding customers’ self-images

d.brilliant advertising

e.successfully remaining in the market

4. Marketing planning at your firm occurs at what levels?

a.business unit; market

b.business unit; product

c.product; market

d.business unit; product; market

e.business unit; financial unit; market

5.The marketing information system is not limited to use by the company it serves. It may also provide information to _____.

a.the government

b.external partners

c.various publics

https://www.360docs.net/doc/3115727765.html,petitors

e.none of the above

6. 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.Dividing

b.Researching

c.Segmenting

d.Understanding

e.Reaching

8. Many companies are moving to a new level in creating value for their customers. They are

developing and delivering total customer experiences. Whereas products are tangible and services are intangible, experiences are _____.

a.product quality

b.memorable

c.unsought product

d.internal marketing

e.service encounters

9. Products and services fall into two broad classes based on the types of consumers that use

them. Which is one of these broad classes?

a.industrial products

b.brand equity

c.co-branding

d.brand extension

e.cohesive

10. A company can obtain new products through new product development. Which of the following define(s) new products?

a.original products

b.product improvements

c.product modification

d.all of the above

e.none of the above

11．Some companies give customers the tools and resources to design their own _____.

a. advertising campaigns

b. products

c.product modifications

d.product applications

e.shelves

12．Lawnmowers of Chicago is a landscaping company established throughout the American Midwest. Upon entering a new community, lower prices are asked for their services. After

gaining 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 maximization

b.market share leadership

c.product quality leadership

d.survival

e.status quo existence

13．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.Survival

b.current profit maximization

c.market share leadership

d.product quality leadership

e.none of the above

14．Pricing is difficult because the various products have related _____ and costs, and face different degrees of _____.

a.demand; product modifications

b.demand; competition

https://www.360docs.net/doc/3115727765.html,petition; obsolescence

d.substitutes; customer loyalty

e.revenue levels; challenges

15．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 D

16. Highly successful companies know that if they take care of their customers, _____ will follow.

f.frequent word of mouth

g.market share

h.profits

i.sales and profits

j.increased competition

17. 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 proposition

b.demand satisfaction

c.tactical plan

d.marketing offer

e.strategy

18. By orchestrating several services and products, companies can create, stage, and market brand _____.

a.meaning

b.experiences

c.awareness

d.preferences

e.recognition

19. At the corporate level, a company starts the strategic planning process by defining its overall purpose and _____.

f.mission

g.values

h.vision

i.opinions

j.strengths

20. Marketers must weigh carefully the costs of additional information against the _____ resulting from it.

https://www.360docs.net/doc/3115727765.html,es

b.benefits

c.knowledge

d.rewards

e.cost

21. When a company identifies the parts of the market it can serve best and most profitably, it is practicing _____.

f.concentrated marketing

g.mass marketing

h.targeted marketing

i.segmenting

j.undifferentiated

22. 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 markets

b.confused markets

c.small segments

d.international markets

e.disarray

23. 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 product

b.augmented product

c.core benefit

d.co-branding

e.exchange

24. _____ 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 products

g.Brands

h.Services

i.Industrial products

j.Line extensions

25. The purpose of idea generation is to create a _____ of ideas. The purpose of succeeding stages is to _____ that number.

f.small number; reduce

g.small number; increase

https://www.360docs.net/doc/3115727765.html,rge number; increase

https://www.360docs.net/doc/3115727765.html,rge number; reduce

j.small number; maintain

26．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 generation

b.idea screening

c.product concept

d.concept development

e.idea dissemination

27．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 _____.

https://www.360docs.net/doc/3115727765.html,petition-based pricing

g.cost-plus pricing

h.target costing

i.value-based pricing

j.penetration pricing

28．_____ are the sum of the _____ and _____ for any given level of production.

a. Fixed costs; variable; total costs

b. Fixed costs; total; variable costs

c.V ariable costs; fixed; total costs

d.Total costs; fixed; variable costs

e.Break-even costs; fixed; total costs

29．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 pricing

g.optional-product pricing

h.captive-product pricing

i.unbundled product pricing

j.none of the above

30．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 network

g.channel of distribution

h.supply chain

i.demand chain

j.none of the above

31. Marketing is more than _____ and advertising.

k.distribution

l.promotion

m.selling

n.pricing

o.customer service

32. Marketing planning at your firm occurs at what levels?

k.business unit; market

l.business unit; product

m.product; market

n.business unit; product; market

o.business unit; financial unit; market

33. 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.benefits

q.experiences

r.benefits and experiences

s.value satisfaction

t.customer loyalty

34. A clear mission statement acts as an invisible hand that guides people in the firm. It is a statement of _____.

p.fact

q.values

r.purpose

s.financial goals

t.employee commitment

35. Marketers must weigh carefully the costs of additional information against the

_____ resulting from it.

https://www.360docs.net/doc/3115727765.html,es

b.benefits

c.knowledge

d.rewards

e.cost

36. Even though several options are available at any one time, there is _____ to segment a market.

k.one single best way

l.no single way

m.the most effective way

n.the least-cost way

o. a most popular way

37. Y our firm has decided to localize its products and services to meet local market demands. A

good approach to use would be _____ segmentation.

a.geographic

b.benefit

c.end-use

d.customer

e.image

38. _____ 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 products

l.Unsought products

m.Specialty products

n.Industrial products

o.Line extensions

39. _____ 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 products

q.Line extensions

r.Unsought products

s.Shopping products

t.Staples

40. 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.idea

l.concept

m.image

n.proposal

o.presentation

41．With what groups do firms conduct concept testing for new products?

p.suppliers

q.employees

r.target customers

s.focus groups

https://www.360docs.net/doc/3115727765.html,petitors

42．As production experience increases, the average cost per unit decreases. This drop is called the _____.

k.demand curve

l.experience curve

m.short-run average cost curve

n.long-run average cost curve

o.marginal utility

43．In industrial markets, _____ has the final say in setting the pricing objectives and policies of that company.

p.the sales manager

q.top management

r.the production manager

s.the finance manager

t.the purchasing department

44．A challenge for management in product line pricing is to decide on the price steps between the _____.

k.various products in a line

l.product mixes

m.product groupings

n.product lines

o.various target markets

45．_____ 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.Downstream

l.Upstream

m.Separated

n.Congruous

o.None of the above

三、判断题

1. Y our department holds that achieving organizational goals depends on knowing the needs and

wants 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 distributes

the information to help managers use it in decision making.

3. This type of segmentation uses different marketing approaches for different time periods of

peoples’ 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 more

rapidly 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 complete

information, 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 to

consumers to satisfy them. Harry is concerned with value proposition.

12. Customer value in relation to a purchase depends on how well the product’s performance

lives 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 a

few variables.

15. Product support services identify the product or brand, describe several things about the

product, and promote the product through attractive graphics.

16. Blair Housewares wants to add new lines of products to its 46-store chain. Managers

believe 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。Smart marketers look beyond the attributes of the products and services they sell. They create brand experiences for consumers.

22. Marketing management is interested in serving all customers in every way to remain

competitive in today’s markets.

23. Behavioral segmentation requires finding the major advantages or features people look for in

the product class, the kinds of people who look for each advantage or feature, and the major brands that deliver each advantage or feature.

24. A growing number of U.S.-based companies have developed the resources and the will to

operate in many foreign companies. International segmenting of markets has become quite popular.

25. An increasing number of retailers and wholesalers have created their own brands—such as

Wal-Mart offers Sam’s Choice beverages and food products. This is called co-branding. 26. Concept testing works best with people who are familiar with the new idea and the new

product’s purpose. This generally includes top management, the sales force, and research and development.

27．GreenTree Lawn and Garden Products is engaged in marketing strategy development.

Management must first create a statement outlining the product’s planned price, distribution, and marketing budget for the first year.

28．Target profit pricing is when the firm tries to determine the price at which it will break even or make the profit it is seeking.

29．Some industries commonly use two-part pricing, where the price is broken down into a fixed fee and a fixed usage rate.

30．A conventional distribution channel consists of one or more independent producers, wholesalers, and retailers. Each is a separate business seeking to maximize its own profits, even at the expense of the system as a whole. No channel member has much control over the other members, and no formal means exists for assigning roles and resolving channel conflict.

四、简答释

1．Explain the purpose of the Boston Consulting Group approach to business planning, and briefly describe each of the four types of SBUs.

2. Explain the four major segmenting variables for consumer markets.

3．Explain why so many new products fail and provide some ideas for a company to improve its odds of new product success.

4．Compare oligopolistic competition with pure monopoly.

5．Companies bringing out a new product can choose between two broad strategies: market-skimming pricing and market-penetration pricing. Distinguish between the two. 6．Explain the difference between marketing logistics and supply chain management. Why are more companies using third-party logistics providers?

7.Explain marketing management in today’s terms.

8. Outline the three major steps in target marketing.

9. Provide the major sources of external new product ideas and explain why these sources offer

advantages over internal sources.

10．Compare pure competition with monopolistic competition.

11．When would price cuts and price increases be necessary?

12．Explain the difference between marketing logistics and supply chain management. Why are more companies using third-party logistics providers?

13. Explain a marketer’s value proposition.

14. Why do international markets need to be segmented?

15. When a new product passes functional and consumer tests, the next step is test marketing.

The amount of test marketing needed varies with each new product. Provide advantages for each of the three test market methods.

16．Describe what a demand curve is and how it helps business.

17．Describe the major strategies for pricing imitative and new products.

18．Distinguish between the three distribution strategies.