英语专业-经济学-marketing-期末试卷-答案.doc

科目 国际商务 班级 姓名 学号 时间 燕山大学试卷 密 封 线 共9 页 第 1 页 题号 总分 分数 I. Multiple Choices (only one answer is correct, 50%) The twofold goal of marketing is to attract new customers by promising superior value and to _____. keep and grow current customers by delivering satisfaction keep and grow current customers by delivering competitive pricing keep and grow current customers by delivering friendly service keep and grow current customers by delivering vast product assortment Today, marketing must be understood in terms of not just making a sale but also _____. satisfying customers’ needs understanding customers’ value understanding customers’ self-images brilliant advertising The difference between customer value and customer satisfaction is that value is the difference between the values the customer gains from owning and using a product and the _____. cost of delivery of the product cost of obtaining the product cost of competing products cost of the lost experience We can safely say that when a customer’s purchase lives up to his or her expectations, the customer is experiencing this state of being_____. customer value self-esteem self-actualization customer satisfaction Marketing consists of actions taken to build and maintain desirable _____ with target audiences involving a product, service, idea, or other object. exchange transactions exchange relationships exchange processes exchange communication The five alternative concepts under which organizations conduct their marketing activities include the production, _____, selling, marketing, and societal marketing concepts. promotion pricing distribution product 燕山大学试卷 密 封 线 共 9页 第 2 页 Setting a high initial price for a new product, and then gradually reducing that price, is called: a. Market penetration b. Market skimming c. Product-line pricing d. Functional discounting 8. _____ produce a l