英文版市场营销学期末试卷5.doc

I. True / False Questions (1 point for each question) 1.?It is probably best for those firms with limited financial and personnel resources to avoid concentrated or niche marketing until resources can be built up. 2.?Social class is determined only by an individual’s income. 3.?Target costing involves designing a new product, determining its cost, and then asking, “Can we sell it for that?” ?4.?A company should target segments in which it can profitably generate the greatest customer value and sustain it over time. 5.?The costs of obtaining, processing, storing and delivering information is relatively inexpensive. 6.?For simplicity’s sake, and to keep their costs under control most marketers generally limit their segmentation analysis to one variable. 7.?Only tangible goods are considered products. 8.?The core product is a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. Examples are banking, hotels, airlines, retail, tax preparation, and home repair. . ?9.?The purpose of idea screening is to reduce the number of new ideas. ?10.?Value-based pricing uses the buyer’s perception of value to set prices. 11.?Reference prices are prices that buyers carry around in their minds and refer to when looking at a product. ?12. The term disintermediation refers to the displacement of traditional resellers from a marketing channel by radical new types of intermediaries. ?13.?Department stores carry narrow product lines with deep assortments within those lines. ?14.?A company’s total marketing communications mix is also called its marketing mix. 15.?Unlike mass production, which eliminates the need for human interaction, one-to-one marketing has made relationships with customers more important than ever. 16.?Because customers differ, communications programs need not be developed for specific segments, niches, and even individuals. ?17.?Awareness, k