经0701试卷A及答案..docVIP

石家庄铁道学院2008-2009学年第学期期末考试（本大题共小题，每小题分，共分）（本大题共小题，每小题分，共分）Countertrade Screening Generic market Clustering techniques Consumer value Positioning Fad Product life cycle Staples Unsought products 三、单项选择题（本大题共小题，每小题分，共分）Which of the following is the BEST example of management thinking during the production era? A) The more salespeople we have, the more we can sell. B) We need to work hard to sell the product to our customers. C) We need to find what the customer wants. D) If we produce a good product, customers will find us and buy it. E) Production provides form utility and marketing provides time, place, and possession utility. 2. The main difference between the marketing department era and the marketing company era is: A) more emphasis on short-run planning in the marketing company era. B) whether the whole company is customer-oriented. C) whether the president of the firm has a background in marketing. D) more emphasis on selling and advertising in the marketing department era. E) There is no difference. 3. The difference between target marketing and mass marketing is that target marketing: A) focuses on specific customers, while mass marketing aims at an entire market. B) is a shotgun approach, while mass marketing is a rifle approach. C) focuses on short-run objectives, while mass marketing focuses on long-run objectives. D) aims at increased sales, while mass marketing focuses on increased profits. E) means focusing on a small market. 4. A marketing strategy specifies: A) a target market. B) a target market and the companys resources. C) all the companys resources. D) a marketing mix. E) a target market and a related marketing mix. 5. According to the text, marketing means: A) selling. B) producing and selling. C) advertising. D) selling and advertising. E) much more than selling and advertising. 6. Low immediate satisfaction and low long-run consumer welfare is provided by: A) desirable products. B) pleasi