英文版国际营销学期末试卷.doc

PAGE1 / NUMPAGES7 英文版国际营销学期末试卷8 SECTION 1: True and False TOTAL20 marks For each of the following, place a “T” if the statement is “true”, “F” if the statement is false. (20 marks) ___F___ 1. “Marketing” is best described as “prom otion”. ____T__ 2. All activities involved in selling renting, and providing goods and services to ultimate consumers for personal, family or household use are known as retailing. ___F____3. Selling brand-name products at lower than regular price is: guaranteed to cause a loss not a wise business decision. ___F___ 4. The main reasons a firm segments its markets is to refine sales forecasts and allow for more product differentiation. ____T___5. Selecting target markets mean using criteria such as cost of reach the segment and size and expected growth ____F___6. Intermediaries make the flow of products from producers to buyers possible by performing three basic functions: production, transmission and display ___F___ 7.During the introduction stage of the PLC, sales gradually increase and competition becomes tough. __T____ 8. The marketing objective for the maturity stage of PLC is to maintain brand loyalty. ____F___9. In introduction stage, a company retains the product but reduces marketing support costs it is in what stage of the PLC. ___F___ 10. After buying a product, the customers is anxious about the choice she/he made, this is called dissatisfaction. SECTION 2: Multiple Choice. (Total 40, 2 Marks/Question) Right answers are highlighted. A condition that favours penetration pricing is: Many segments are price insensitive. Low price implies good quality Recoup initial investments costs quicker. Many segments are price sensitive. When the price setter stresses the supply or cost side of the pricing problem, they are using Standard-orientation Cost-oriented Demand-oriented Target-oriented. The retail position matrix makes use of these two dimensions: Width and depth of product line. Service offered and product line. Price leve