marketing paper.ppt

Multiple Choice (1’X20=20’) True or False (1’X20=20’) * III. TERM TRANSLATION 1’X10=10’ Directions: Translate the following terms into Chinese or English. * IV. TERM EXPLANATION (5’X 4=20’) Directions: Explain these marketing terms. Marketing (chapter 1) Hard currency soft currency (chapter2, pp.177) Product (chapter 7) Segmentation (chapter 9, pp.182) Market share (chapter 9, pp.179) Distribution (chapter 10) * V. SHORT-ANSWER QUESTIONS (5’X3=15’) Directions: Answer the following questions with the knowledge you’ve got from this course. Five characteristics of service 5 stages of PLC Promotion Promotion Mix Logistics functions RBWA 3 features Trade barrier forms * VI. MARKETING PROBLEMS OR STRATEGIES EXPLANATION (5’X2=10’) 营销策略或问题分析 Directions: There are 2 marketing problems or strategies in this part. Explain them briefly with examples, using the knowledge you’ve got from this course. Cultural myopia (pp.7) Customization (pp.42) Differentiation (pp.81) Slogan (pp.105) * ?VII. CASE ANALYSIS (5’) Directions: There is one marketing case in this part. Analyze it briefly with the marketing knowledge you’ve learnt from this course. Absolute comparative advantage (chapter 4) Domino’s Pizza (pp.56~57) *