2011-2012第一学期标准答案及评分标准.docVIP

第 PAGE 1 页 共 NUMPAGES 3 页 洛阳理工学院 2011/2012 学年 第一学期国际市场营销期末考试试题卷 标准答案及评分标准 Part I 填空： 标准答案： creating; exchanging Opportunities (O) and Threats (T); Strengths (S) and Weakness (W). gross; disposable; discretionary socialization opinion purchase decision process repeated experience; thinking results; happening systematic; objective; exploratory; conclusive segment; target; position core product, actual product; augmented product functions and benefits introduction; growth; maturity; decline brand stretching primary; secondary; shipping market penetration; product development; market development; diversification 评分标准：每空1分，共40分 Part II 选择： 标准答案： 1-5: D B A B A 6-10: C B D D D 评分标准：每个选项2分，共20分 Part III 简答： 标准答案： Product life cycle (PLC) is the stage through which individual products develop over time. The classic product life cycle has four stages: introduction, growth, maturity, and decline. Characteristics of each state: Introduction stage: cost is very high, sales volume is low and there is no/little competition.（2分） Growth stage: cost reduced due to economics of scale, sales volume and profits increases significantly, and competition begins to increase.（2分） Maturity stage: cost very low, sales volume peaks, and competition is most intense, price wars, at this point the market reaches saturation.(2分) Decline stage: cost becomes high, sales volume decline, profitability diminish.（2分） 评分标准：以上四点每点2分，本小题共8分。 Price skimming: the practice of introducing a new product on the market with a high price and then lowering the price over time.（3分） For example, when the ball pen firstly appeared in the American market, its producer – Renault sold them to its retailers at $10, and then the ball pen are sold to customers at $20 (the market price 140 RMB), though the cost is only $0.5. the price is high, however, customer were willing to buy, because at that time customers were curious about this type of pen. As time went on, other producers were attracted by the high profit and d