【營銷】市場營銷學(xué)英文習(xí)題

文檔來源為:從網(wǎng)絡(luò)收集整理.word版本可編輯.歡迎下載支持.文檔來源為:從網(wǎng)絡(luò)收集整理.word版本可編輯.歡迎下載支持.文檔來源為:從網(wǎng)絡(luò)收集整理.word版本可編輯.歡迎下載支持.【關(guān)鍵字】營銷A、TrueorFalse(2’Themarginaleffectofadvertisingonsalesisalwayssamethroughoutdifferentstagesofnewproductdiffusion. FFrequentpricepromotionhurtsbrandequity. TCooperationbetweenchannelmembersleadstohigherprofitforbothretailerandmanufacturer,giventhereareonlytwochannelmembers. TNewproductdevelopmentinvolvesveryhighcostandrisksoffailure.Therefore,companiesshouldnotdevelopnewproduct. FMaximizingconsumer’stimespentinstoresisoneoftheretailer’sobjectives.TBrandequityismoreimportantforgoodsthanservices. FAdvertisingisamoreefficientwaytoincreaseconsumer’snewproductawarenesslevelthanpersonalcommunication. TExclusivedistributoronlymanagesonebrandinthechannel. FBundledproductsarealwayspricedlowerthannon-bundledproducts. FHigherleveldependenceonmanufacturerleadstohigherlevelprofitforthedealer. FB.MultipleChoices(3’x10=301,Medicaldoctorsareusinga(n)_____B_____communicationchanneltosharethenewdruginformation.a.personalb.expertc.advocated.mass2,WhichofthefollowingcouldexplainwhythepricesoficecreamproductsmadebyHaagen-dazsaremuchhigherinChinamarketthaninUSmarket?Ca.theincomelevelofthetargetcustomersinChinaishigherthanincomelevelofthetargetcustomersinUS.b.thetransportationacrossthecontinentinvolvesveryhighcostc.thecompanyusesmarket-skimmingpricingtacticd.thequalitylevelofHaagen-dazsproductinChinaismuchhigherthanthatinUS.3,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,perishabilityc,variabilityd,distinctiveness9,MarketingatatacticallevelincludesallofthefollowingactivitiesEXCEPT:Ca.packagingb.pricingc.valuepositioningd.personalselling10,A(n)_____B_____marketischaracterizedbyafairlynarrowlydefinedmarketwithacompleteanddistinctsetofneeds,andawillingnesstopayapremiumtomeetthoseneeds.a.localb.nichec.individuald.derivedC,ShortEssayQuestions(10’+101,HappyDaysseafoodrestaurantinSanyaofHainanProvincehasjustbeenboughtbyayoungandrichChinesebusinessman.ThenewownerwantstomakeHappyDaysstandoutamongthemanycompetitorsbybeingthehighestqualityrestaurant.ExplainatleastfivewaysHappyDaysservicequalitycouldbeimproved.(10ReliabilityAssuranceTangiblesEmpathy,andResponsivenessOR.IdentifyhighqualityfoodHirehighlyskilledchefsandwaitressStandardizecookingandservingprocessCultivategoodmealenvironmentinrestaurantDifferentiateproductfeaturesandrelevantpricingstrategy2,PleasediscussoneoftheachievementsofNobelPrizewinners(couldbe,butnotlimited,withineconomicssciencearea)anditsmarketingimplications.(10OliverWilliamsontransactioncosteconomicsappliedinmarketingchannelNashgametheoryappliedinpricingKanemanandTversky:prospecttheoryinbehaviouralpricingPavlov:consumerlearningHeckmanandMcFadden:Brandchoicemodel得分D.LongEssayQuestions(30’Supposethatyouareamanagingpartnerofalocalaccountingfirm,responsibleforthebusinessdevelopment.Therearearound50staffmembersinthisfirm.Currently,thefirmhastwobusinessunits:assuranceservicesandtaxationconsultingservices.Now,thefirmplanstoexpanditsbusinessintobusinessinformationsystemconsultingarea.Pleasediscussthepotentialcustomerbasesthatthefirmmighthave.(10’Answerkeysexistingcustomerbaseforcrossselling.CouldbemediumsizelocalenterprisesPleaseusemarketing4PsasatooltodiscusshowthefirmcandevelopitsnewbusinessinITconsultingarea.(20’Answerkeyspricing:bundlingcomplementaryITserviceswithexistingtaxationandassuranceservices;marketpenetrationstrategyduetotheexistingcompetentinternationalplayerslikeAccentureproduct:servicequalityimprovementplace(channel):wordofmouthdisseminationpromotion:initialdiscount,existingcustomerreferralA、TrueorFalse(2’Inter-organizationalrelationshipisauniquephenomenoninChinaThesalesofanewproductisevenlydistributedindifferenttimeframes.Developingone-to-onemarketingthroughaCRMprogrammightincludenotpursuingallcustomers.Post-purchasesatisfactionisafunctionoftheconsumer’sproductexpectationsandtheproduct’sperceivedperformance.Productlineextensioncouldpossiblydamagethereputationofthemotherbrand.TrustandcommitmentaretwokeycomponentsinrelationshipmarketingPersonalcommunicationisamoreefficientwaytoincreaseconsumer’snewproductawarenesslevelthanadvertisingPartofamarketleader’sstrategytodefendmarketshareistoconsiderwhichsegmentstodefend(evenataloss)andwhatsegmentstosurrender.Priceisasignalofproductqualitywhenconsumerslackofproductknowledge.Economicalactivitiesareembeddedwithinsocialnetwork.Answer:F,F,T,T,T,T,F,T,T,TB.MultipleChoices(3’x10=301,WhichofthefollowingisNOTawayofpricediscrimination?Ca,twoparttariffsb,quantitydiscountc,priceskimmingd,bundling2,Whichofthefollowingcharacteristicsdoesnotdifferthebusinesscustomerfromtheindividualconsumer?CA,inelasticdemandB,expertiseinproductknowledgeC,emotionalD,longduration3,ThecharacteristicsofservicesincludethefollowingcomponentsEXCEPT:Aa,distinctivenessb,intangibilityc,perishabilityd,inseparability4,Whichformofmarketingcommunicationsisleastlikelytobeusedbyretailers?Ca.Printadvertising.b.Pointofpurchasepromotions.c.Personalselling.d.Broadcastadvertising.5,AllofthefollowingarepartofanattractivenicheEXCEPT:Da.thenichehasvariety-seekingconsumers.b.consumersinthenichehavedistinctneeds.c.thenicheisnotlikelytoattractheavycompetition.d.thenichecanspecializeandthereforerealizecertaineconomies.6,IfyougotoanationalelectronicappliancechainstoreinChina,youwillfindmoreairconditionersbutfewerheatersinsouthernChinawhereitishot.AchainstoreinnortheasternChinawhereitiscold,however,sellsmoreheatersbutfewerairconditioners.TheChinesechainstorerealizesthatthepeopleineachoftheseareasdonothavethesameneedsandshouldthereforenotbeofferedthesameproducts.Thisisanexampleof__________.Ba.benefitssegmentationb.geoclusteringc.demographicsegmentationd.behavioralsegmentation7,BestBuywilloftentrytosellabuyerofahigh-endtelevisionmonitoranextendedwarranty.Thisisanexampleofsellinga__________.Ba.puretangiblegoodb.tangiblegoodwithaccompanyingservicesc.hybridd.pureservice8,Whatarethetwosolutionstounprofitablecustomers?Da.Lowerfees;reduceservice.b.Lowerfees;increaseservice.c.Raisefees;increaseservice.d.Raisefees;reduceservice.9,AccordingtotheworkofFrederickHerzberg_______________.Ca.apersonmovesfromstatedinstrumentalmotivationtoterminalonesb.peoplearedrivenbyparticularneedsatparticulartimesc.politestoreclerkswillnotnecessarilybeasatisfierforaconsumer,butimpoliteoneswouldbeadissatisfierd.abottleofEsteeLauderperfumearousesadifferentsetofmotivesinconsumersthananAvonperfume10,WhichofthefollowingisNOTabenefitofbrandloyalty?Da.Loyaltyprovidespredictability.b.Loyaltyallowsforcompanysecurityofdemand.c.Loyaltycantranslateintoconsumerwillingnesstopayahigherprice.d.Loyaltyiseasilymatchedbycompetitors.C.ShortEssayQuestions(15’+15’=30’1,Anautomobilemanufacturerwouldliketointroduceanewmodelwithextremelypowerfulengine.Itwouldliketomarketthisnewmodeltooneofthe3targetconsumergroups.Theyrandomlysampleresearchthefemaleconsumersandgetthefollowingresultsofclusteranalysis.Theleftmostcolumnrepresentstheproductattributes.Andtheentriesunderthelabelsofcluster1,cluster2andcluster3representthemeanvaluesofimportanceofattributestoeachgroupofconsumers.ClusterCentersCluster1Cluster2Cluster3SPEEDY5.485.405.34COMFORT3.686.503.16SAFETY5.864.304.32EASYTOCONTROL2.383.504.28ROOMY2.084.302.98FASHION6.585.604.70ECONOMIC2.904.504.16Moreover,someofthedemographicprofilesofthethreeconsumergroupsareprovidedasfollows:Cluster1Cluster2Cluster3Age273555MonthlyIncome8000150005500LikelihoodofgettingproductinformationfromTVLikelihoodofgettingproductinformationfromnewspaperLikelihoodofgettingproductinformationfromfriendsLikelihoodofbeingamanagerLikelihoodofbeingaprofessionalLikelihoodofbeingabluecollarsQuestions:a,Pleaseidentifywhichgroupofconsumersthemanufacturershouldtarget?Andexplainwhy?(5’)cluster1.powerfulenginecanprovidespeedycarsthatcluster1consumersneedmostb,Pleaseidentifywhichmethodshouldthemanufacturercommunicatewiththetargetconsumers?Andwhy?(5’)cluster1mostlikelygetinformationfromfriends.c,Pleasespecifythepricingstrategythemanufacturershouldusetomarketthisproduct.(5’)highpriceastheycarelessofeconomyofautomobiles.Relativelyhighincome2,HappyDaysseafoodrestaurantinSanyaofHainanProvincehasjustbeenboughtbyayoungandrichChinesebusinessman.ThenewownerwantstomakeHappyDaysstandoutamongthemanycompetitorsbybeingthehighestqualityrestaurant.ExplainatleastfivewaysHappyDaysqualitycouldbeimproved.(15’)Reliability:keepconsistentlyhighqualityAssuranceTangibles:sometangiblegoodsEmpathy,thinkincustomer’swayResponsiveness:arrangehelperstorespondtocustomer’sneed得分D.LongEssayQuestions(20’)ChinaPremiumLeagueFootballMatchisapopularTVprograminChina.Pleasechoosetoanswer1outof2questionsasbelow.PleasediscussthemarketingeffortsofChinaPremiumLeagueFootballMatchitself,intermsoftraditionalmarketingmix:price,product,promotionandplace.Whatisdoingrightandwhatislefttobeimprovedinfuture?Answerkeys:Price:OK.Nottooexpensive.Product:reallybad.Corruptioneverywhere.Iftheproductqualityistoobad,itmaydriveaudienceaway.Promotion:OK.Withsomenewfeatures.Place:OKcoveringallmajorcitiesinChina.PleaseanswerwhetheracompanyshouldorshouldnottakeadvantageofChinaPremiumLeagueFootballMatchtomarketitsproducts.Ifyouchooseyes,pleaseexplainhowtomarkettheproductbyChinaPremiumLeagueFootballMatch.Ifyouchooseno,pleaseexplainwhyyouwouldnotliketomarkettheproductbyChinaPremiumLeagueFootballMatch.Answerkeys:Yes.Highexposureratesofar.Sportygoods,goodspurchasedbymalearemoreappropriatethanproductspurchasedusuallybyfemale.No.TheLeaguematchisreallytoobadanddestroysthereputationofproductsadvertisedwiththem.A,TrueorFalse(2’X10=20Inter-organizationalrelationshipisauniquephenomenoninChinaThemarginaleffectofadvertisingonsalesisalwayssamethroughoutdifferentstagesofnewproductdiffusion.Frequentpricepromotionhurtsbrandequity.Thesalesquantityofanewproductisevenlydistributedindifferenttimeperiods.Advertisingisamoreefficientwaytoincreaseconsumer’snewproductawarenesslevelthanpersonalcommunication.Bundledproductsarealwayspricedlowerthannon-bundledproducts.Newproductdevelopmentinvolvesveryhighcostandrisksoffailure.Therefore,companiesshouldnotdevelopnewproduct.Thehighertheprice,thelowerthedemand,givenothersconstant.Productlineextensioncouldpossiblydamagethereputationofthemotherbrand.Themarketingconceptholdsthatthekeytoachievingorganizationalgoalsconsistsofthecompanybeingmoreeffectivethancompetitorsincreating,delivering,andcommunicatingsuperiorcustomervaluetoitschosentargetmarkets.Answers:1,F2,F3,T,4,F5,T,6,F,7,F8,F,9,T,10,TB.MultipleChoices(3’x10=301,WhichofthefollowingcouldexplainwhythepricesoficecreamproductsmadebyHaagen-dazsaremuchhigherinChinamarketthaninUSmarket?a.theincomelevelofthetargetcustomersinChinaishigherthanincomelevelofthetargetcustomersinUS.b.thetransportationacrossthecontinentinvolvesveryhighcostc.thecompanyusesmarket-skimmingpricingtacticd.thequalitylevelofHaagen-dazsproductinChinaismuchhigherthanthatinUS.2,StarbucksoffersaspecialmugworthapriceofRMB30tothecustomers.Withthismug,customerscouldsaveRMB2eachtimetheypurchaseanyStarbuckscoffee.WhichoffollowingcouldbestexplainStarbuck’sprofitdrivenbehavior?a,environmentsustainability b,two-parttariffextractingmoreconsumersurplusc,attractingmorecustomers d,transfertomugindustry3,GeneralMillsoffersdifferentproductlinesinChinamarketfromthoseinUS.WhatkindofstrategyGeneralMillsuseshereintheworldmarketplace?a,pricediscriminationb,costleadershipc,focusd,differentiation4,Everynightafterworkingtheswingshift,Sierrastopsbythe7-Elevenstorenearherhouse.Sheoftenbuysbreadanddrinkswhileshe’sthereeventhoughthepricesatthe7-Elevenstorearehigherthanatherlocalsupermarket.The7-Elevenstoreisanexampleofa__________.a.specialtystoreb.superstorec.warehousestored.conveniencestore5,Inthebuyingcenter,__________arepeoplewhorequestthatsomethingbepurchased,includingusersorothers.a.initiators b.influencersc.deciders d.approvers6,A(n)__________marketischaracterizedbyafairlynarrowlydefinedmarketwithacompleteanddistinctsetofneeds,andawillingnesstopayapremiumtomeetthoseneeds.a.localb.nichec.individuald.derived7,BestBuywilloftentrytosellabuyerofahigh-endtelevisionmonitoranextendedwarranty.Thisisanexampleofsellinga__________.a.puretangiblegoodb.tangiblegoodwithaccompanyingservicesc.hybridd.pureservice8,WhichofthefollowingisNOTanentrybarrier?a.Economiesofscale.b.Scarcelocations.c.Highcapitalrequirements.d.Abundanceofdistributors.9,Intheabsenceofnoticeableandrapidhealing,Susanisnotsurewhethershegotgoodservicebyherphysician.Medicalservicesareagoodexampleofthistypeofdifficulty—__________—wheretheconsumerfindshardtoevaluateevenafterconsumption.a.searchqualitiesb.experiencequalitiesc.credencequalitiesd.differentiationqualities10,Intel,oneofthelargestproducersofintegratedcircuitchips,putsagreatdealofeffortintoexpandingproductionofchipstodrivedownthecostandthusexpandthemarket.Thisismostindicativeofthe__________concept.a.productionb.productc.customerd.marketing1,c,2,b3,d,4,d5,a6,a,7,b,8,d,9,c10,aC.ShortEssayQuestions(10’+101,Pleasediscusswhyonlineplayerslikethoseshopsinthepromoteitsbrandimageintheofflineenvironment.(10’AnswerKeysHighlycompetitiveonlinemarket.Somanycompetitors.Offlineadvertisingorpromotionmayimprovetheconsumer’sawarenesslevelSynergyofonlineandoffline2,AcustomerservicemanagerofIndustrialandCommercialBankofChinainvitesyoutohelpthemimprovetheservicequalitytoclientsinresidence.Whatkindofsuggestionsyoucouldgivethem?(10’AnswerKeysReliability;responsiveness,assurance,empathy,tangibles(explainandhowtobeapplied)D.LongEssayQuestions(30’SupposethatyouareinvitedtoprovideconsultingservicesforYongQibarbershop.ThiscompanyhashundredsofchainstoresinShanghai,BeijingandHangzhou.Currently,thefirmhastwobusinessunits:haircutservicesandmassageservices.Now,thefirmplanstoexpanditsbusinessintoacupuncturearea.Pleasecommentontheindustryattractivenesslevelofhaircutservices,applyPorter’sfiveforcesmodel.(10’AnswerKeysSupplierpower:generallylow,becauseit’seasytotrainaprofessionalbarber.Yettrainingahighlyproficienthairdesignerisdifficult.Customerpower:generallyhigh.Becausehaircutisnotacriticaleventindailylife.Rivalry:ahighlycompetitiveindustrywithmanycompetitors.Entrybarrier:lowSubstitute:nosubstituteItisnotanattractiveindustryPleasecommentonthecompetitiveadvantagesthatYongQimighthaveinthisindustry.(10’AnswerKeysScaleofeconomy,higherbargainingpowertosuppliers(e.g.shampoo),flexibleforcustomersintermsofplacesofservices,standardizedserviceprocedure,PleaseadvisehowYongQicouldapplymarketing4Psasatooltodevelopitsnewbusinessintheacupuncturearea.(10’AnswerKeysPromotion:Brandextensiontoanotherindustry,existingcustomerbase.Customer’sawarenesslevelmightbehigh.Noneedforadvertising.Butpersontopersonpromotiontoreducethecustomer’ssuspicionofnewservices.Existingcustomerreferral;loyaltycardProduct:acupunctureservicemightbeadouble-edgednewproduct.Ontheonehand,theentrybarriermightbehigh,requiringspecialcertificate.Onotherhand,itmightcomplementthemassageservices.Servicequalityissue.Servicesextension.CommunicationandsettinguptrustwiththecustomerPrice:lowerpricetopenetratethemarketbundlingmassageserviceswithnewacupunctureservices;consideringthatmassageservicesandacupunctureservicesarecomplementary,thepricesofbundledservicesshouldbehigherthanthesumofthetwoservicesifperformedalone;marketskimmingstrategyPlace(channel):wordofmouthdissemination,storedesignA,TrueorFalse(2’X10=20Itemssoldintheconveniencestoresareusuallymoreexpensivethansimilaritemssoldinthesupermarket.Themarginaleffectofadvertisingonsalesisalwayssamethroughoutdifferentstagesofnewproductdiffusion.StrategyguruMichaelPorter’sthree“generic”strategiesare:costleadership,diversification,andfocus.Thesalesquantityofanewproductisevenlydistributedindifferenttimeperiods.Post-purchasesatisfactionisafunctionoftheconsumer’sproductexpectationsandtheproduct’sperceivedperformance.Personalcommunicationisamoreefficientwaytoincreaseconsumer’snewproductawarenesslevelthanadvertisingNewproductdevelopmentinvolvesveryhighcostandrisksoffailure.Therefore,companiesshouldnotdevelopnewproduct.Thehighertheprice,thelowerthedemand,givenothersconstant.Productlineextensioncouldpossiblydamagethereputationofthemotherbrand.Marketingisbothanartandascience—thereisconstanttensionbetweentheformulatedsideandthecreativeside.1,T2,G3,F4,F5,T,6,F7,F8,F9,T10,FB.MultipleChoices(3’x10=301,ThecharacteristicsofservicesincludethefollowingcomponentsEXCEPT:a,distinctivenessb,intangibilityc,perishabilityd,inseparability2,Whatistheobjectiveofquantitydiscounttotheconsumers?a,providemorewelfaretotheconsumers b,extractmoreconsumersurplusc,attractmorecustomers d,noneoftheabove3,GeneralMillsoffersdifferentproductlinesinChinamarketfromthoseinUS.WhatkindofstrategyGeneralMillsuseshereintheworldmarketplace?a,pricediscriminationb,costleadershipc,focusd,differentiation4,IfyougotoanationalelectronicappliancechainstoreinChina,youwillfindmoreairconditionersbutfewerheatersinsouthernChinawhereitishot.AchainstoreinnortheasternChinawhereitiscold,however,sellsmoreheatersbutfewerairconditioners.TheChinesechainstorerealizesthatthepeopleineachoftheseareasdonothavethesameneedsandshouldthereforenotbeofferedthesameproducts.Thisisanexampleof__________.a.benefitssegmentationb.geoclusteringc.demographicsegmentationd.behavioralsegmentation5,Inthebuyingcenter,__________arepeoplewhorequestthatsomethingbepurchased,includingusersorothers.a.initiators b.influencersc.deciders d.approvers6,Bentleyproducesfineautomobileswithpricetagsinthe$300,000andaboverange.BecausethenumberofpeoplewithsufficientincometopurchaseaBentleyisrelativelysmall,wemightsayBentleyisengagedin__________marketing.a.localb.aggregatedc.individuald.niche7,Thesystematicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingthecompanyistermed__________.a,thesalesreportingsystemb,marketingresearchc,marketingintelligenced,thesalesforce8,Whatarethetwosolutionstounprofitablecustomers?a.Lowerfees;reduceservice.b.Lowerfees;increaseservice.c.Raisefees;increaseservice.d.Raisefees;reduceservice.9,Intheabsenceofnoticeableandrapidhealing,Susanisnotsurewhethershegotgoodservicebyherphysician.Medicalservicesareagoodexampleofthistypeofdifficulty—__________—wheretheconsumerfindshardtoevaluateevenafterconsumption.a.searchqualitiesb.experiencequalitiesc.credencequalitiesd.differentiationqualities10,Intel,oneofthelargestproducersofintegratedcircuitchips,putsagreatdealofeffortintoexpandingproductionofchipstodrivedownthecostandthusexpandthemarket.Thisismostindicativeofthe__________concept.a.productionb.productc.customerd.marketing1,a2,b3,d4,b5,a6,d7,b8,d9,c10,aC.ShortEssayQuestions(10’+101,PerformalimitedSWOTanalysisfortheWal-Martcompany.(10’Strength:lowprice,scaleofeconomy,highbargainingpowertosupplierandcustomer,strongreputationWeakness:lowserviceOpportunity:expansiontoothercountryandareaThreat:stronglocalcompetitorswithestablishedrelationshipwithsuppliers.2,HappyDaysseafoodrestaurantinSanyaofHainanProvincehasjustbeenboughtbyayoungandrichChinesebusinessman.ThenewownerwantstomakeHappyDaysstandoutamongthemanycompetitorsbybeingthehighestqualityrestaurant.ExplainatleastfivewaysHappyDaysqualitycouldbeimproved.(10’ReliabilityAssuranceTangiblesEmpathy,andResponsivenessOR.IdentifyhighqualityfoodHirehighlyskilledchefsandwaitressStandardizecookingandservingprocessCultivategoodmealenvironmentinrestaurantDifferentiateproductfeaturesandrelevantpricingstrategy得分D.LongEssayQuestions(30’ChinaPremiumLeagueFootballMatchisapopularTVprograminChina.PleasediscussthemarketingeffortsofChinaPremiumLeagueFootballMatchitself,intermsoftraditionalmarketingmix:price,product,promotionandplace.Whatisdoingrightandwhatislefttobeimprovedinfuture?(15’Price:OK.Nottooexpensive.Product:reallybad.Corruptioneverywhere.Iftheproductqualityistoobad,itmaydriveaudienceaway.Promotion:OK.Withsomenewfeatures.Place:OKcoveringallmajorcitiesinChina.PleaseanswerwhetheracompanyshouldorshouldnottakeadvantageofChinaPremiumLeagueFootballMatchtomarketitsproducts.Ifyouchooseyes,pleaseexplainhowtomarkettheproductbyChinaPremiumLeagueFootballMatch.Ifyouchooseno,pleaseexplainwhyyouwouldnotliketomarkettheproductbyChinaPremiumLeagueFootballMatch.(15’Yes.Highexposureratesofar.Sportygoods,goodspurchasedbymalearemoreappropriatethanproductspurchasedusuallybyfemale.No.TheLeaguematchisreallytoobadanddestroysthereputationofproductsadvertisedwiththem.I.True/FalseQuestions(1pointforeachquestion)1.

Itisprobablybestforthosefirmswithlimitedfinancialandpersonnelresourcestoavoidconcentratedornichemarketinguntilresourcescanbebuiltup.

2.

Socialclassisdeterminedonlybyanindividual’sincome.

3.

Targetcostinginvolvesdesigninganewproduct,determiningitscost,andthenasking,“Canwesellitforthat?”

4.

Acompanyshouldtargetsegmentsinwhichitcanprofitablygeneratethegreatestcustomervalueandsustainitovertime.

5.

Thecostsofobtaining,processing,storinganddeliveringinformationisrelativelyinexpensive.6.

Forsimplicity’ssake,andtokeeptheircostsundercontrolmostmarketersgenerallylimittheirsegmentationanalysistoonevariable.

7.

Onlytangiblegoodsareconsideredproducts.8.

Thecoreproductisaformofproductthatconsistsofactivities,benefits,orsatisfactionsofferedforsalethatareessentiallyintangibleanddonotresultintheownershipofanything.Examplesarebanking,hotels,airlines,retail,taxpreparation,andhomerepair..

9.

Thepurposeofideascreeningistoreducethenumberofnewideas.

10.

Value-basedpricingusesthebuyer’sperceptionofvaluetosetprices.

11.

Referencepricesarepricesthatbuyerscarryaroundintheirmindsandrefertowhenlookingataproduct.

12.Thetermdisintermediationreferstothedisplacementoftraditionalresellersfromamarketingchannelbyradicalnewtypesofintermediaries.

13.

Departmentstorescarrynarrowproductlineswithdeepassortmentswithinthoselines.

14.

Acompany’stotalmarketingcommunicationsmixisalsocalleditsmarketingmix.

15.

Unlikemassproduction,whicheliminatestheneedforhumaninteraction,one-to-onemarketinghasmaderelationshipswithcustomersmoreimportantthanever.

16.

Becausecustomersdiffer,communic