2011-2012第一学期：国际市场营销试卷.docVIP

第 PAGE 1 页 共 NUMPAGES 2 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 适用班级：B101205/06 考试日期时间：2012年1月 Part I Fill the gaps in the sentences below with fitting words. (Each blank takes 1’) Marketing is a social and managerial process by which individuals and groups obtain what they need and want through _____ and _____ products and value with others. A situation analysis is sometimes referred to as a SWOT analysis: that is, the firm should identify its external _____ and _____ and also internal _____ and _____. A consumer’s ability to buy is referred to income, which consists of _____, _____, _____components. The process by which people acquire skills, knowledge, and attitudes necessary to function as consumers is consumer _____. Individuals who exert direct or indirect social influence over others are called _____ leaders. The stages a buyer passes through in making choices about which products and services to buy is the ________. Learning refers to those behaviors that result from _____ and _____. One major difference between internal reports system and marketing intelligence system is that the internal reports system supplies _____ data, whereas the marketing intelligence system supplies _____ data. Marketing research is defined as the _____and _____process of generating information to aid in making marketing decisions. And it can be classified into two types in general: _____ research and _____ research. To get a product or service to the right customer, a marketer would firstly _____ the market, then _____ a single segment or series of segments, and finally ______ within the segments. In planning its market offering, the marketer needs to think through three levels of the product, which are _____, _____, _____. A product line is a group of brands that are closely related in terms of their _____ and _____ they provide. The product life cycle refers to the stages through which individual products develop over time, it has four stages: _____, _____, _____, _____.