……………………………………………………………
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）答案
课程代码
课程序号
0404
200 7——2008 学年第二 学期
Part One (2*15=30)
a-d-c-e-b
a-b-b-d-b
a-b-c-b-e
Part Two (2*15=30)
T-F-T-T-T; T-F-T-T-F ; T-T-T-F-T
Part Three (5*2=10)
1. Suggested Answer: The offering will be successful if it delivers value and
satisfaction to the target buyer. The buyer chooses between different offerings on
the basis of which is perceived to deliver the most value. Value reflects the
perceived tangible and intangible benefits and costs to customers. Value can be
seen as primarily a combination of quality, service, and price (called the customer
value triad). Satisfaction reflects a person’s comparative judgments resulting from
a product’s perceived performance (or outcome) in relation to his or her
expectations.
…………………………………………………
2. Suggested Answer: A hybrid channel distribution system is when firm use a
combination of different channels to reach differing target markets. For example,
IBM uses its sales force to sell to large accounts, outbound telemarketing to sell to
medium-sized accounts, direct mail with an inbound number for small accounts,
retailers to sell to even smaller accounts, and the Internet to sell specialty items.
Part Four: (10*3=30)
1. Suggested Answer: The danger of moving from exclusive distribution to either
selective or intensive distribution may help in the short term, but often hurts
long-term performance. Intensive distribution increases product and service
availability but may also result in retailers competing aggressively. If price wars
ensue, retailer profitability may also decline, potentially dampening retailer
interest in supporting the product and it may also harm brand equity.
2. Suggested Answer: The student should understand the processes whereby the
marketer fills a customer need and situations where a need is created. For example,
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automobiles may be a basic “need,” but, if that automobile has a 450 Hp engine it
may be very impractical. However, that car may haven been “created” for those
buyers who like the idea of having a “muscle car” and imagine themselves drag
racing or running the ¼ mile in record time off a set of traffic lights.
3. Suggested answer: The firm uses several strategies to sustain rapid market
growth and they are: (1) improves product quality and adds new product features
and improved styling; (2) adds new models and flanker products; (3) enters new
market segments; (4) increases its distribution coverage and enters new distribution
channels; (5) shifts from product-awareness advertising to product-preference
advertising; or, (6) lowers prices to attract the next layer of price-sensitive buyers.
2