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A,TrueorFalse（2’X10=20'）

Itemssoldintheconveniencestoresareusuallymoreexpensivethansimilaritemssoldinthesupermarket。

Themarginaleffectofadvertisingonsalesisalwayssamethroughoutdifferentstagesofnewproductdiffusion.

StrategyguruMichaelPorter'sthree“generic"strategiesare:costleadership，diversification,andfocus.

Thesalesquantityofanewproductisevenlydistributedindifferenttimeperiods.

Post—purchasesatisfactionisafunctionoftheconsumer’sproductexpectationsandtheproduct’sperceivedperformance。

Personalcommunicationisamoreefficientwaytoincreaseconsumer’snewproductawarenesslevelthanadvertising

Newproductdevelopmentinvolvesveryhighcostandrisksoffailure.Therefore,companiesshouldnotdevelopnewproduct。

Thehighertheprice，thelowerthedemand，givenothersconstant.

Productlineextensioncouldpossiblydamagethereputationofthemotherbrand。

Marketingisbothanartandascience—thereisconstanttensionbetweentheformulatedsideandthecreativeside。

1,T2,G3，F4，F5,T，6,F7，F8，F9，T10,F

B.MultipleChoices(3'x10=30’）

1，ThecharacteristicsofservicesincludethefollowingcomponentsEXCEPT:

a，distinctiveness

b，intangibility

c,perishability

d,inseparability

2，Whatistheobjectiveofquantitydiscounttotheconsumers?

a，providemorewelfaretotheconsumers b，extractmoreconsumersurplus

c,attractmorecustomers d，noneoftheabove

3,GeneralMillsoffersdifferentproductlinesinChinamarketfromthoseinUS。WhatkindofstrategyGeneralMillsuseshereintheworldmarketplace？

a,pricediscrimination

b，costleadership

c,focus

d,differentiation

4,IfyougotoanationalelectronicappliancechainstoreinChina,youwillfindmoreairconditionersbutfewerheatersinsouthernChinawhereitishot.AchainstoreinnortheasternChinawhereitiscold,however，sellsmoreheatersbutfewerairconditioners.TheChinesechainstorerealizesthatthepeopleineachoftheseareasdonothavethesameneedsandshouldthereforenotbeofferedthesameproducts。Thisisanexampleof__________.

a。benefitssegmentation

b.geoclustering

c。demographicsegmentation

d.behavioralsegmentation

5，Inthebuyingcenter，__________arepeoplewhorequestthatsomethingbepurchased，includingusersorothers.

a.initiators b。influencers

c.deciders d.approvers

6,Bentleyproducesfineautomobileswithpricetagsinthe＄300,000andaboverange.BecausethenumberofpeoplewithsufficientincometopurchaseaBentleyisrelativelysmall，wemightsayBentleyisengagedin__________marketing。

a。local

b.aggregated

c。individual

d。niche

7,Thesystematicdesign，collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfacingthecompanyistermed__________。

a,thesalesreportingsystem

b,marketingresearch

c,marketingintelligence

d,thesalesforce

8，Whatarethetwosolutionstounprofitablecustomers？

a.Lowerfees；reduceservice.

b。Lowerfees；increaseservice。

c。Raisefees;increaseservice。

d。Raisefees；reduceservice。

9，Intheabsenceofnoticeableandrapidhealing,Susanisnotsurewhethershegotgoodservicebyherphysician。Medicalservicesareagoodexampleofthistypeofdifficulty—__________—wheretheconsumerfindshardtoevaluateevenafterconsumption.

a。searchqualities

b.experiencequalities

c。credencequalities

d。differentiationqualities

10,Intel，oneofthelargestproducersofintegratedcircuitchips，putsagreatdealofeffortintoexpandingproductionofchipstodrivedownthecostandthusexpandthemarket。Thisismostindicativeofthe__________concept.

a。production

b.product

c.customer

d.marketing

1，a2，b3,d4,b5,a6,d7，b8，d9,c10,a

C.ShortEssayQuestions（10’+10’=20’)

1，PerformalimitedSWOTanalysisfortheWal-Martcompany.（10’）

Strength:lowprice,scaleofeconomy，highbargainingpowertosupplierandcustomer,strongreputation

Weakness:lowservice

Opportunity：expansiontoothercountryandarea

Threat：stronglocalcompetitorswithestablishedrelationshipwithsuppliers.

2，HappyDaysseafoodrestaurantinSanyaofHainanProvincehasjustbeenboughtbyayoungandrichChinesebusinessman.ThenewownerwantstomakeHappyDaysstandoutamongthemanycompetitorsbybeingthehighestqualityrestaurant.ExplainatleastfivewaysHappyDaysqualitycouldbeimproved。(10')

Reliability

Assurance

Tangibles

\o"Empathy"

Empathy

，and

Responsiveness

OR.

Identifyhighqualityfood

Hirehighlyskilledchefsandwaitress

Standardizecookingandservingprocess

Cultivategoodmealenvironmentinrestaurant

Differentiateproductfeaturesandrelevantpricingstrategy

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：OKcoveringallmajorcitiesin