英文版市场营销学期末试卷1

1A、TrueorFalse(2’x10=20)1.Themarginaleffectofadvertisingonsalesisalwayssamethroughoutdifferentstagesofnewproductdiffusion.F2.Frequentpricepromotionhurtsbrandequity.T3.Cooperationbetweenchannelmembersleadstohigherprofitforbothretailerandmanufacturer,giventhereareonlytwochannelmembers.T4.Newproductdevelopmentinvolvesveryhighcostandrisksoffailure.Therefore,companiesshouldnotdevelopnewproduct.F5.Maximizingconsumer’stimespentinstoresisoneoftheretailer’sobjectives.T6.Brandequityismoreimportantforgoodsthanservices.F7.Advertisingisamoreefficientwaytoincreaseconsumer’snewproductawarenesslevelthanpersonalcommunication.T8.Exclusivedistributoronlymanagesonebrandinthechannel.F9.Bundledproductsarealwayspricedlowerthannon-bundledproducts.F10.Higherleveldependenceonmanufacturerleadstohigherlevelprofitforthedealer.FB.MultipleChoices(3’x10=30’)1,Medicaldoctorsareusinga(n)_____B_____communicationchanneltosharethenewdruginformation.a.personalb.expertc.advocated.mass2,WhichofthefollowingcouldexplainwhythepricesoficecreamproductsmadebyHaagen-dazsaremuchhigherinChinamarketthaninUSmarket?Ca.theincomelevelofthetargetcustomersinChinaishigherthanincomelevelofthetargetcustomersinUS.b.thetransportationacrossthecontinentinvolvesveryhighcostc.thecompanyusesmarket-skimmingpricingtacticd.thequalitylevelofHaagen-dazsproductinChinaismuchhigherthanthatinUS.23,Whatisthemainreasonthatcouldexplainwhycompanieswouldperformquantitydiscount?Ca,takingcareofconsumerwelfareb,improvingcustomersatisfactionlevelc,extractingmoreconsumersurplusd,undertakingmoresocialresponsibility4GeneralMillsoffersdifferentproductlinesinChinamarketfromthoseinUS.WhatkindofstrategyGeneralMillsuseshereintheworldmarketplace?Da,pricediscriminationb,costleadershipc,focusd,differentiation5,Whichofthefollowingfunctionswholesalersusuallydonotperform?Ca,storageb,financingc,newproductdevelopmentd,marketinformationsharingwithmanufacturers6,Whichofthefollowingisacharacteristicofabrand?Aa.identificationofproductqualityb.greaterloyaltyc.largermarginsd.highermarketshare7.Everynightafterworkingtheswingshift,Sierrastopsbythe7-Elevenstorenearherhouse.Sheoftenbuysbreadanddrinkswhileshe’sthereeventhoughthepricesatthe7-Elevenstorearehigherthanatherlocalsupermarket.The7-Elevenstoreisanexampleofa__________.Da.specialtystoreb.superstorec.warehousestored.conveniencestore8,Lastminutedealsinairlineindustrymeansthatconsumerscouldpossiblypurchaseextremelylowpricedairtickets2or3daysbeforedeparture.Whichofthefollowingrepresentsthecharacteristicoftheairlineindustryinthiscase?Ba,inseparabilityb,perishability3c,variabilityd,distinctiveness9,MarketingatatacticallevelincludesallofthefollowingactivitiesEXCEPT:Ca.packagingb.pricingc.valuepositioningd.personalselling10,A(n)_____B_____marketischaracterizedbyafairlynarrowlydefinedmarketwithacompleteanddistinctsetofneeds,andawillingnesstopayapremiumtomeetthoseneeds.a.localb.nichec.individuald.derivedC,ShortEssayQuestions(10’+10’=20’)1,HappyDaysseafoodrestaurantinSanyaofHainanProvincehasjustbeenboughtbyayoungandrichChinesebusinessman.ThenewownerwantstomakeHappyDaysstandoutamongthemanycompetitorsbybeingthehighestqualityrestaurant.ExplainatleastfivewaysHappyDaysservicequalitycouldbeimproved.(10’)ReliabilityAssuranceTangiblesEmpathy,andResponsivenessOR.IdentifyhighqualityfoodHirehighlyskilledchefsandwaitressStandardizecookingandservingprocessCultivategoodmealenvironmentinrestaurantDifferentiateproductfeaturesandrelevantpricingstrategy42,PleasediscussoneoftheachievementsofNobelPrizewinners(couldbe,butnotlimited,withineconomicssciencearea)anditsmarketingimplications.(10’)OliverWilliamsontransactioncosteconomicsappliedinmarketingchannelNashgametheoryappliedinpricingKanemanandTversky:prospecttheoryinbehaviouralpricingPavlov:consumerlearningHeckmanandMcFadden:BrandchoicemodelD.LongEssayQuestions(30’)Supposethatyouareamanagingpartnerofalocalaccountingfirm,responsibleforthebusinessdevelopment.Therearearound50staffmembersinthisfirm.Currently,thefirmhastwobusinessunits:assuranceservicesandtaxationconsultingservices.Now,thefirmplanstoexpanditsbusinessintobusinessinformationsystemconsultingarea.1)Pleasediscussthepotentialcustomerbasesthatthefirmmighthave.(10’)Answerkeysexistingcustomerbaseforcrossselling.Couldbemediumsizelocalenterprises2)Pleaseusemarketing4PsasatooltodiscusshowthefirmcandevelopitsnewbusinessinITconsultingarea.(20’)Answerkeyspricing:bundlingcomplementaryITserviceswithexistingtaxationandassuranceservices;marketpenetrationstrategyduetotheexistingcompetentinternationalplayerslikeAccentureproduct:servicequalityimprovementplace(channel):wordofmouthdisseminationpromotion:initialdiscount,existingcustomerreferral得分