國立彰化師範大學 95 學年度碩士班招生考試試題
系所：行銷與流通管理研究所
科目：管理學
☆☆請在答案紙上作答☆☆
共 5 頁，第 1 頁
選擇題：每題2分，共計50分
1.
Sterile Feral, Inc., is a nonprofit organization that catches wild or stray cats, neuters them
vaccinates them, and releases them back into the wild. The personnel of the nonprofit
organization are caring people who love animals and try to do what they can to meet the
needs of each cat they care for. The caring nature of the personnel relates to which
service quality dimension?
a. assurance
b. tangibles
c. reliability
d. credibility
e. empathy
2.
3.
4.
Which pricing constraint is demonstrated by the following statement: "Most public
utilities must petition regulatory commissions in order to obtain a rate increase."
a. demand for the product, class, or brand
b. newness of product in the life cycle
c. costs of production
d. type of competitive markets
e. single product versus a product line
All of the following are reasons for the increased emphasis on logistics systems
EXCEPT:
a. inventory control has become more complex.
b. emergence of information technology to track product flow.
c. re-regulation of the trucking and railroad industries to insure that price-gouging tactics will
no longer be practiced.
d. large growth in the differentiation of products to respond to changes in consumer demand.
e. increased costs of carrying inventory.
Global Pigeon Supplies is one of the biggest retailers of racing pigeon supplies in the
country. The storeowner describes the store as “the Sam's [Club] of pigeon supplies.”
Which product breadth/depth assortment would best fit this store?
a. narrow/narrow
b. narrow/broad
c. narrow/deep
d. broad/deep
e. broad/shallow
-1-
國立彰化師範大學 95 學年度碩士班招生考試試題
系所：行銷與流通管理研究所
科目：管理學
☆☆請在答案紙上作答☆☆
5.
6.
7.
共 5 頁，第 2 頁
Accelerated development in the retail life cycle is similar to which stage in the product
life cycle?
a. introduction phase
b. growth
c. maturity
d. decline
e. harvest
There’s a new prescription drug on the market that helps reduce common allergy
symptoms. Ads for the medicine in magazines and in medical journals would be
primarily used to:
a. remind customers that such a product exists.
b. increase the level of customer awareness of the product.
c. differentiate the product from all other medications.
d. support a product penetration distribution strategy.
e. help in harvesting the product.
When a manufacturer directs its promotional mix at ultimate consumers to encourage
them to ask retailers for the product, the strategy is called a:
a. push strategy.
b. pending strategy.
c. demand strategy.
d. finance allowance.
e. pull strategy.
8. Which of the following is the STRONGEST driver of global marketing?
a. cost factors
b. market factors
c. competitive factors
d. government factors
9. The “country-of-origin” phenomenon seems to have a particularly strong impact upon perceptions
of:
a. quality.
b. style.
c. price.
d. content.
-2-
國立彰化師範大學 95 學年度碩士班招生考試試題
系所：行銷與流通管理研究所
科目：管理學
☆☆請在答案紙上作答☆☆
共 5 頁，第 3 頁
10. Which of the following statements is FALSE about the link between culture and managerial skills?
a. There is very little connection between an individual culture and management skills from
that culture.
b. Culture helps a manager learn how to handle subordinates.
c. Management style varies by culture and regions of the world.
d. Managers from low context cultures are not as sensitive to nuances.
11. When the furniture retailer IKEA went into Germany from Switzerland, what caused it to have
such a difficult time?
a. the language differences
b. the harder enforcement of regulations by the Germans
c. the better organized Swiss retailers
d. there was little or no demand for the products by the Germans
12. All of the following are advantages of direct, as opposed to indirect, exporting EXCEPT
a. avoidance of overhead costs and administrative burdens associated with foreign operations.
b. greater control over foreign operations.
c. the opportunity to learn how to operate abroad.
d. the ability to forge contacts with foreign distributors.
13. Wherever group pressures to conform are strong, multi-attributed evaluation is likely to be
overridden by:
a. price concerns.
b. distribution concerns.
c. social norms
d. habit.
14. In an emerging market environment the emphasis is usually on what aspect of marketing?
a. marketing development
b. raw materials marketing
c. market share and positioning
d. marketing infrastructure
15. Which of the following sources of customer satisfaction tend to be taken for granted, more or less,
in mature markets?
a. functional performance.
b. after sales service.
c. warranties.
d. personal attention.
-3-
國立彰化師範大學 95 學年度碩士班招生考試試題
系所：行銷與流通管理研究所
科目：管理學
☆☆請在答案紙上作答☆☆
共 5 頁，第 4 頁
16. Who first proposed that all managers perform five functions including planning, organizing,
commanding, coordinating, and controlling?
a. Henry Ford
b. Michael Porter
c. Henri Fayol
d. Jim Collins
17. Ten management roles was proposed by ____________
a. Michael Porter
b. Jim Collins
c. Weber
d. Henry Mintzberg
18. Who proposed the 14 principles of management?
a. Henry Ford
b. Michael Porter
c. Weber
d. Henri Fayol
19. Who was the father of scientific management?
a. Barnard
b. Weber
c. Henry Mintzberg
d. Taylor
20. Bureaucracy defined as a form of organization characterized by __________ .
a. division of labor
b. a clearly defined hierarchy
c. detailed rules and regulations
d. all of the above
21. The vertical expansion of a job by adding planning and evaluating responsibilities is __________
a. job enlargement
b. job enrichment
c. job scope
d. none of the above
22. ___________ is the degree to which an employee identifies with a particular organization and its
goals and wishes to maintain membership in the organization,
a. organizational commitment
b. organization structure
-4-
國立彰化師範大學 95 學年度碩士班招生考試試題
系所：行銷與流通管理研究所
科目：管理學
☆☆請在答案紙上作答☆☆
共 5 頁，第 5 頁
c. authority
d. organization plan
23. A small core organization that outsources major business functions is a _______
a. network organization
b. learning organization
c. traditional organization
d. Structure organization
24. Which of the following approaches to management has also been called management science?
a. the quantitative approach
b. the qualitative approach
c. the behavior approach
d. the experimental approach
25. Which of the following categories is not in BCG Matrix?
a. Bears
b. Cash Cows
c. Stars
d.
Question Marks
問答題：4題，共計50分
1.
Suppose you introduced a new consumer food product and invested heavily both in national
advertising (pull strategy ) and in training and motivating your field salesforce to sell the product
to food stores (push strategy). What kinds of feedback would you receive from both the
advertising and your salesforce? How could you increase both the quality and quantity of each?
(10分)
2.
A distributor for Celanese Chemical Company stores large quantities of chemicals, blends these
chemicals to satisfy requests of customers, and delivers the blends to a customer’s warehouse
within 24 hours of receiving an order. What utilities does this distributor provide? (10 分)
3.
What is Maslow’s Hierarchy of Needs Theory? (15 分)
4.
Management by objectives (MBO) is a management system in which goals are jointly determined
by employees and their managers. Well-designed goals are important to the successful
implementation of MBO. Please describe the characteristics of well-designed goals. (15 分)
-5-