DOC《试卷三》

试卷三 题号 一二三四五六总分 签名 得分 得分 评卷人 Ⅰ.

Single Choice Questions: (Please choose the best answer from the corresponding four alternatives and mark A, B, C or D into the blank.

20 scores totally and

1 score for each.) 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 1. All of the following are accurate descriptions of modern marketing, EXCEPT which one? A) Marketing is the creation of value for customers. B) Marketing is managing profitable customer relationships. C) Selling and advertising are synonymous with marketing. D) Marketing involves satisfying customers'

needs. 2.are human needs as shaped by individual personality and culture. A) Needs B) Wants C) Demands D) Values 3. In the Boston Consulting Group approach,provides a measure of market attractiveness. A) relative market share B) market development C) market penetration D) market growth rate 4. The collection of businesses and products that make up a company is called its A) strategic business unit B) mission statement C) strategic plan D) business portfolio 5. Which type of organization helps companies to stock and move goods from their points of origin to their destination? A) financial intermediaries B) physical distribution firms C) marketing services agencies D) resellers 6. Workers, managers, and members of the board are all part of a company'

s public. A) general B) internal C) local D) intermediary 7. A marketing information system (MIS) consists of people and procedures to assess information needs,and help decision makers analyze and use the information. A) experiment to develop information B) test market the information C) develop the needed information D) critique the needed information 8. Marketers must weigh carefully the costs of additional information against the resulting from it. A) organization B) benefits C) creativity D) ethical issues 9. The marketer wants to understand how the stimuli are changed into responses inside the consumer'

s which has two parts. First, the buyer'

s characteristics influence how he or she perceives and reacts to the stimuli. Second, the buyer'

s decision process itself affects the buyer'

s behavior. A) culture B) black box C) belief D) lifestyle 10. Each culture contains smaller or groups of people with shared value systems based on common life experiences and situations. A) alternative evaluations B) cognitive dissonances C) subcultures D) motives 11. Business buying behavior refers to the buying behavior of organizations that buy all of the following EXCEPT A) products for use in production of other products B) services for use in production of other services C) products purchased to resell to others D) products purchased for personal consumption 12. When compared to consumer markets, business markets are A) approximately the same B) smaller C) huge D) somewhat larger 13. The third level of a product that product planners must consider is a(n)around the core benefit and actual product that offers additional consumer services and benefits. A) brand equity B) augmented product C) brand extension D) industrial product 14. Products and services fall into two broad classifications based on the types of consumers that use them. Which is one of these broad classes? A) industrial products B) specialty products C) supplies and services D) materials and parts 15. Which of the following is perhaps the most important external source of new-product ideas? A) engineers B) customers C) competitors D) trade magazines, shows, and seminars 16. A quantity discount is a price reduction to buyers who purchase A) frequently B) large volumes C) close outs D) inferior merchandise 17.includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use. A) Franchising B) Retailing C) Brokering D) Wholesaling 18. A corporate VMS has the advantage of controlling the entire distribution chain under A) a profit-maximizing strategic plan B) single ownership C) mass distribution D) a few intermediaries 19. When a company sets out to analyze, plan, implement, and control sales force activities, the company is undertaking A) sales design B) sales force management C) group sales efforts D) co-op selling and advertising 20. What is the term used to identify the individuals in a company who travel to call on customers in the field? A) product sales force B) outside sales force C) inside sales force D) complex sales force 得分 评卷人 Ⅱ. Multiple Choice Questions: (Please choose at least