对外经济贸易大学市场营销试卷.pdf

《营销学原理》 期末考试试卷 对外经济贸易大学 2003─2004学年第二学期 《营销学原理》期末考试试卷（A卷） 课程代码及课序号：MKT206－1、2、3、4、5、6、7 学号： 姓 名： 成 绩： 班级： 课序号： 任课教师： 题号 I II III IV V 合计 分值 注意事项： 1． 本试卷考试时间为120分钟； 2． 请使用中文或英文答卷； 3． 本试卷满分为100分，占本课程总评成绩的50％； 4． 禁止使用计算器、快译通等电子设备和各类字典。 I. Multiple Choice: (For each question, only one choice is correct, 20 points) Score: ( ) 1.A pricing strategy of _____ seeks to provide the company the largest portion of a particular market. a. survival b. current profit maximization c. market share leadership d. product quality leadership ( ) 2.When consumers are highly involved in a purchase and perceive significant differences among brands, they engage in _____ buying behavior. a. dissonance-reducing b. variety-seeking c. complex d. habitual ( ) 3. All the following are public relations functions except: a. press relations. b. product distribution. c. product publicity. d. lobbying. ( ) 4. The ___________ consists of all the forces close to a company that 1 《营销学原理》 期末考试试卷 affect its ability to serve its customers. a. macroenvironment b. organizational environment c. microenvironment d. marketing environment ( ) 5. The difference between the values the customer gains from owning