英文版市场营销学期末试卷11.doc

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, 2 marks/ Question) ___T__ 1. Competitive advantage is a unique strength relative to competitors, often based on quality, time, cost or, innovation. ___F__2. Market share can be defined in both currency as well as in units sold. Because both ratios calculate market share, market share will be the same for a firm regardless which measurement is used. ___F_ 3. A “high-involvement purchase” usually involves a considerable amount of time researching the product and the product is a routine purchase. ___T_ 4. A company engaged in environmental scanning is continually acquiring information on events occurring outside the organization to identify and interpret potential trends . __ F__5.At the information search stage of the purchase decision process, a consumer compares the product with his or her expectations and is either satisfied or dissatisfied. ____F__6. A cohesive marketing mix consists of the product, promotion, price, and personnel. ____F__7.Publicity is any paid form of nonpersonal communication about an organization, good, service or idea by an identified sponsor. ____T__8. Direct mail and catalog retailing are examples of nonstore retailing. ___F___9. Market segment would have a collection of prospective buyers that are ready to buy。 ____F__10. “Marketing” is best described as “promotion”. SECTION 2: Multiple Choice：Choose Just One Answer (Total 40, 2 Marks/Question) 1. __________ are what is considered normal and expected about the way people do things in a specific country. A. Morals B.Ethics C. Values D.Customs Ans: d Questions such as:”What ads do you remember seeing yesterday?” are an example of what type of post-test? Aided recall Unaided recall Inquiry test Attitude test. Ans: b 3. The group of brands a consumer would consider acceptable from among all the brands in the product class of which he or sh