……………………………………………………………
装
订
线
诚实考试吾心不虚 ，公平竞争方显实力，
考试失败尚有机会 ，考试舞弊前功尽弃。
上海财经大学《
市场营销学 》课程考试卷（A）闭卷
课程代码
课程序号
0404
200 7——2008 学年第二 学期
姓名
学号
班级
题
一
二
三
四
五
六
七
八
总
号
分
得
分
Scor
e
Part One： please choose the best one answer for each questions
(2*15=30)
…………………………………………………
1. Good marketing is no accident, but a result of careful planning and ________.
a. execution
b. selling
c. strategies
d. tactics
e. research
2. The most formal definition of marketing is ________.
a. meeting needs profitably
b. identifying and meeting human and social needs
c. the 4Ps (Product, Price, Place, Promotion)
d. an organizational function and a set of processes for creating,
communicating, and delivering, value to customers, and for managing
customer relationships in ways that benefit the organization and its stake
holders.
e. improving the quality of life for consumers
3. Companies selling mass consumer goods and services such as soft drinks,
cosmetics, air travel, and athletic shoes and equipment spend a great deal of
time trying to establish a superior brand image in markets called ________.
a. business markets
b. global markets
c. consumer markets
d. nonprofit and governmental markets
e. service markets
4. Marketers often use the term ________ to cover various groupings of
customers.
1
a. people
b. buying power
c. demographic segment
d. social class position
e. market
5. ________ are adept at building customer relationships, not just products; they
are skilled in market engineering, not just product engineering.
a. Profit-centered companies
b. Customer-centered companies
c. Production-centered companies
d. Sales-centered companies
e. Promotion-centered companies
6. In response to giant retailers and category killers, entrepreneurial retailers are building
entertainment into stores with coffee bars, lectures, demonstrations, and performances.
They are marketing a(n) ________ rather than a product assortment.
a. experience
b. customer value
c. customer delight
d. total service solution
e. intangible benefit(s)
7. The ________ concept holds that consumers and businesses, if left alone, will
ordinarily not buy enough of the organization’s products.
a. production
b. selling
c. marketing
d. product
e. holistic marketing
8. ________ can be seen as the development, design, and implementation of
marketing programs, processes, and activities that recognizes the breadth and
interdependencies of their effects.
a. Niche marketing
b. Holistic marketing
c. Relationship marketing
d. Supply-chain marketing
e. Demand-centered marketing
9. The buying process starts when the buyer recognizes a _________.
a. product
b. an advertisement for the product
c. a salesperson from a previous visit
d. problem or need
2
e. an internal cue
10. The four Ps represent the sellers’ view of the marketing tools available for
influencing buyers. From a buyer’s point of view, each marketing tool is
designed to deliver a customer benefit. Robert Lauterborn suggested that the
sellers’ four Ps correspond to the customers’ four Cs. The four Cs are ________.
a) customer focus, cost, convenience, and communication
b) customer solution, customer cost, convenience, and communication
c) convenience, control, competition, and cost
d) competition, cost, convenience, and communication
e) category control, cost, concept development, and competition
11. During market segmentation analysis, the marketer identifies which segments
present the greatest opportunity. These segments are called ________.
a) target markets
b) primary markets
c) tertiary markets
d) demographic markets
e) focused markets
12. As a brand manager you have decided to use the full market coverage approach
in marketing to your customers. Within the full market coverage approach,
you have selected a(n) ________ strategy whereby your firm will operate in
several market segments and design different products for each segment.
a. undifferentiated
b. differentiated
c. concentrated
d. introverted
e. parallel
13. ________ reflects the perceived tangible and intangible benefits and costs to
customers.
a.Loyalty
b.Satisfaction
c.Value
d.Expectations
e.Comparison shopping
14. After visiting a local car dealer and having your car serviced, a day later you
receive a phone call from a research firm asking you to comment on your
service experience. This is part of the manufacturer’s quality control over its
dealers and the firm’s audit of the service performance by collecting
_________.
a. satisfying customer complaints
b. dealer performance
3
……………………………………………………………
c. customer performance
d. “voice of the customer measurements”
e. “competitive data”
15. When Volvo runs advertisements suggesting that it is the safest car money
can buy, it is engaging in which of the following forms of marketing
programming?
a. Technological
b. Service
c. Market segmentation
d. Public relations
e. Positioning
Score
装
订
线
Part Two：False/ Truth (2*15=30)
1. Internal marketing is an appropriate practice to be used in holistic marketing
…………………………………………………
2. Most marketers satisfy everyone in a market—that’s how they stay in business..
3. Sales promotion consists of a collection of incentive tools, mostly short term,
designed to stimulate quicker or greater purchase of particular products or
services by consumers or the trade.
4. A good pricing strategy to use in the introduction stage of the product life
cycle is to charge cost-plus.
5. A good advertising strategy to use in the maturity stage of the product life
cycle would be to stress brand differences and benefits.
6. Co-branding is when two or more well-known existing brands are combined
into a joint product and/or marketed together in some fashion.
7. Advertising, sales promotion, and direct marketing are all part of what is called the
offering mix..
8. If demand changes considerably with a small change in price, we say that the
demand is elastic.
9. Channel conflict is generated when one channel member’s actions prevent
the channel from achieving its goal.
10. A vertical marketing system comprises the producer, wholesaler(s), and
retailer(s) acting in their own interests.
11. McDonald’s has decided to engage in cause marketing. An appropriate action would be
to sponsor an endangered species at a national or city zoo.
12. Personal communication channels derive their effectiveness through
4
individualized presentation and feedback.
13. Relationship marketing has the aim of building mutually satisfying
long-term relationships with key parties.
14. The selling concept holds that consumers will favor those products that offer the most
quality, performance, or innovative features.
15. The societal marketing concept holds that the organization’s task is to determine the
needs, wants, and interests of target markets and to deliver the desired satisfactions more
effectively and efficiently than competitors in a way that preserves or enhances the
consumer’s and the society’s well-being.
Score
Part Three： Short-Answer(5*2=10)
1. Distinguish between the concepts of customer delivery value and customer
lifetime value.
2. . Explain the concept of a hybrid channel distribution system.
Score
Part Four：Application (10*3=30)
1. A leading manufacturer of watches maintains a set of very exclusive
networks of retailers (exclusive distribution) that are authorized to sell its watches.
This exclusivity ensures that the company can control the service level, distribution,
and outputs offered by the retail stores doing business with them. Recently, however,
there has been pressure on the company (by Wall Street investors) to expand its
products to more and more retailers (intensive distribution) in order to increase sales.
What are some of the dangers that the company might encounter when moving from
one form of distribution to another?
2. Marketing has often been defined in terms of satisfying customers’ needs and
wants. Critics maintain that marketing does much more than satisfying customers’
needs and wants and, in fact, create needs and wants that did not exist before.
According to these critics, marketers encourage consumers to spend more money
than they should on goods and services they really do not need. What is your
opinion of this on-going debate? Take a stance and defend your position using
examples of companies that you perceive to have created or satisfied customer
needs.
5
3. Assume that you are the marketing manager for a large appliance
manufacturer. You have had five quarters of rapid sales growth and would like to
prolong the eventual downturn that always follows periods of high growth for as
long as possible. Please list at least six strategies for sustaining rapid market growth
can be used to achieve your objective (sustaining rapid growth in a market)
6
……………………………………………………………
诚实考试吾心不虚 ，公平竞争方显实力，
考试失败尚有机会 ，考试舞弊前功尽弃。
上海财经大学《
市场营销学 》课程考试答题纸（A）
课程代码 101639
课程序号
0404
201 7——2008 学年第二 学期
姓名
学号
班级
Score
Part One： Multiple Choice (2*15=30)
No.-
1
2
3
4
5
11
12
13
14
15
6
7
8
9
10
7
8
9
10
Answer
No.-
装
Answer
Score
Part Two：False/ Truth (2*15=30)
订
No.-
1
2
3
4
5
11
12
13
14
15
Answer
No.线
…………………………………………………
Answer
7
6