国际市场营销习题.doc

国际市场营销习题 单项选择 1. Which of the following is an example of an entity that marketing people market? _______________ (easy) A a Civil War novel about two sisters B an actor like Rob Lowe C the Homespun Arts Crafts Festival D all of the above 2. Jane and Henry produce and sell garden artwork. They are debating over a description of the potential customers for their artwork. Jane and Henry are debating _______________. (easy) A the definition of customer value B customer satisfaction C who their market is D what constitutes an exchange 3. ______________ are wants for specific products backed by an ability to pay. (easy) A Demands B Needs C Values D Morals 4. A brand name such as BMW carries many associations in the minds of people: speed, expensive, engineering, status, the BMW logo. These associations make up BMW’s ____________.(moderate) A brand strength B customer value triad C brand image D effective demand 5. Which of the following is an example of a product? _______________ (easy) A a screenplay based on the life of Bill Clinton B a haircut C a seminar on time management D all of the above 6. _______________ is the ratio between what the customer gets and what the customer gives. (easy) A Value B Cost C Satisfaction level D Price 7. Marketers can increase the value of a customer offering by _______________(moderate) A lowering benefits and raising costs. B reducing benefits. C raising costs. D raising benefits. 8. ______________ is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market. (easy) A Marketing mix B Environmental scan C Consumer behavior D Business markets 9. When Anne Peterson began Olde Westport Spice and Trading Co., she had one product, an all-purpose seasoning mix called Olde Westport’s Special Blend for adding flavor to bland casseroles. She sold 6-ounce bottles of her seasoning mix for $6.95. Her only outlets were booths at craft fairs throughout the Midwest.