《市场营销学》英文试卷9.pdfVIP

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) ___F___ 1. “Marketing” is best described as “selling”. ____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. ____F___4. A cohesive marketing mix consists of the product, promotion, price, and personnel. ____F___ 5. The first step in the purchase decision process is information search. _____F__6. When the price setter stresses the supply or cost side of the pricing problem, they are using demand-oriented approach. ____F___7. Retail position matrix makes use of these two dimensions: Service and Value added. ____F___8. A market segment would have a collection of prospective buyers that are ready to buy 。 _____F__9. The perceptual map is a means of display or graphing in two dimensions the location of products or brands in the minds of managers. ____F__ 10. The difference between a direct channel and an indirect channel is that the consumers must go to internet to purchase in direct channel. 得分 SECTION 2: Multiple Choice：Choose Just One Answer (Total 38, 2 Marks/Question) 1. At what stage of the PLC (Product Life Cycle) can a higher price usually be charged? 1 / 7 A. Introduction or B. Growth C. Maturity D. Decline E. RD Era 2. Using Price as a measure of the quality of a product and setting price high is: A. Prestige pricing B. Pricing Lining C. Pricing odd-even