July 2012 Higher Education Self-study Examination National Unified Test
Marketing Test Questions
Course Code: 00058
Part I Multiple Choice Questions
I. Single Choice Questions (This question ****30 questions, 1 point each)
Only one of the four alternatives listed in each question meets the requirement, ***30 points.
Only one of the four options listed in each question meets the requirements of the question, please select it and blacken the corresponding code of the "answer card". No marks will be given for unmarked, wrong or multiple marks.
1. In the hot summer, many down jacket manufacturers carry out discount promotional activities, appearing off-season hot sales situation. This is because
the demand for down jackets belongs to (C)1-4
A. latent demand B. sufficient demand C. irregular demand D. excessive demand
2. At present, "health and environmental protection" has become one of the main concerns of many enterprises. This marketing management philosophy is (D)1-9
A. Sales concept B. Production concept
C. Marketing concept D. Social marketing concept
3. A beer producer merges with a company that has been a long-term supplier of barley malt. B. Forward integration C. Horizontal integration D. Vertical specialization
4. In the Boston Group consulting method, the criteria for evaluating a firm's strategic business units are (A)2-33
A. Relative market share and market growth rate B. Industry attractiveness and business power
C. Market share and industry attractiveness D. Business power and relative market share
5. /p>
5. The following are non-expandable markets (D)3-61
A. Household appliances market B. High-end cosmetic market C. Automobile market D. Salt market
6. For the respondents who are unwilling to be interviewed or who have a bias against the interviewers, the most effective method of investigation is (B)3-53
A. Telephone interviews B. Postal questionnaire C. Personnel interviews D. Door-to-door interviews
7. Questionnaire C. Personnel interview D. Door-to-door survey
7. In order to facilitate the purchase and use of customers, many food companies now put a series of convenience foods into the same package, this packaging
packaging strategy belongs to the (A) 8-175
A. Related packaging strategy B. Similar packaging strategy C. Changing packaging strategy D. Differences in packaging strategy
8. A. The price of a ticket for a star concert is 1600 yuan for a seat in section A and 600 yuan for a seat in section D. This differential pricing strategy is (C)9-213
A. Customer differential pricing B. Product form differential pricing
C. Product part differential pricing D. Selling time differential pricing
9. Zhang spends a lot of time and energy analyzing information about the car market and purchasing a car. Analyzing the car market information, purchased a car as a means of transportation, this purchase behavior
belongs to the (C) 5-97
A. Coordinated purchase B. Habitual purchase C. Complex purchase D. Transformational purchase
10. In the industrial market, the industrial buyers of the industrial supplies of the demand for price fluctuations is not much, which indicates that the industrial market
demand (C) 5-103
A. elastic B. completely inelastic C. inelastic D. completely elastic
11. Which of the following will not help a beverage company, which of the following will not help it to expand the total demand in the market, if it is in the position of a dominant player in the market? (D) 6-124
A. Discovering new users B. Opening up new uses for the product
C. Increasing the use of the product D. Raising the price of the product
12. In a highly competitive market, some firms that are in the second position adopt an offensive-oriented competitive strategy to gain more
market share, which is often referred to as (C) 6-129
12. C ）6-129
A. market leader B. market follower C. market challenger D. market filler
13. The strategy of combining a number of too narrow sub-markets in order to satisfy the needs of this
market at lower cost and price is (D ）7-149
7-149
14. This strategy is (D)7-147
A. Market segmentation strategy B. Concentrated marketing strategy C. Market positioning strategy D. Anti-market segmentation strategy
14. A clothing manufacturer launches different brands and prices of its products for consumers of different genders and income levels, and adopts different advertisements to publicize these products. The enterprise adopts (B) 7-149
A. non-differentiated marketing B. differentiated marketing C. centralized marketing D. intensive marketing
15. All the chemical products of a petroleum company are branded with the brand name of "Kunshan", which is a branding strategy belonging to the (B) 8-149
171
16. 171
A. Individual brands B. Unified brands
C. Categorized brands D. Corporate name plus individual brands
16. The number of product lines in a company's product portfolio is known as the portfolio's (A) 8-159
A. Width B. Length C. Depth D. Relevance
17. A company produces color inkjet printers at a low price, while the price of its supporting ink cartridges is higher than the price of similar products
This kind of pricing belongs to the (C)9-214
A. Product line pricing B. Selection of product pricing C. Supplementary product pricing D. Segment pricing
18. An international computer giant has developed a computer chip that is significantly better than its competitors' similar chips. An international computer giant has developed a computer chip that is significantly better than its competitors' chips of the same kind, and the company has set a maximum market price for the chip in order to make a big profit. This new product pricing strategy is known as (A) 9-213
A. Skimming pricing B. Penetration pricing C. Moderate pricing D. Moderate pricing
19. A supermarket sells A product supply cost is 50 yuan, the market retail price is 80 yuan, if the retail price to measure
measurement, A product of the markup R should be (A) 9-204
A. 37.
A. 37.5% B. 60% C. 63% D. 160%
20. A cosmetics manufacturer sells its products to wholesalers, who in turn sell them to supermarkets, and the cosmetics manufacturer
adopts a channel of the order of (C) 10-224
A. Zero-order B. First-order C. Second-order D. Third-order
. 21．Canda has increased the number of mail and supermarket channels, which has caused strong dissatisfaction and protests from the original channel distributors.
This channel conflict belongs to (C)10-237
A. Horizontal channel conflict B. Potential channel conflict C. Multi-channel conflict D. Vertical channel conflict
22．Flexible, timely, with high coverage of local market, easy to be accepted and trusted, and with a high degree of flexibility. The advertising media with these characteristics are (B)11-266
A．Magazine B．Newspaper C．Direct mail D．Outdoor billboards
23．Company M decides to launch a new product, carbonated tea, after research, and lets consumers taste it for free in the supermarket. p> A. Advertising B. Publicity C. Sales promotion D. Sales promotion
24. When the enterprise has a single product category, facing different preferences of consumer groups at the same time using different distribution channels, the most
The most
The appropriate type of marketing organization is (A) 12-301
A. Market-based organization B. Product-based organization C. Functional organization D. Geographical organization
The most
The most
The most
The most
The most
The most
The most
A. The General Electric method of analyzing and evaluating a company's strategic business units uses the (A)2-36
A. Multifactor Portfolio Matrix B. Boston Matrix
C. SWOT Analysis Matrix D. PEST Analysis Matrix
26. Low Opportunity and Threat Businesses are classified as (C)4-73
A. Low Threat Businesses. 73
A. Ideal business B. Risky business C. Mature business D. Difficult business
27. In the process of new product development, the product ideas retained after screening have to be further developed into (C) 8-182
A. Core product B. Sample C. Product concept D. Formal product
28. The moral concept of "judging the moral justification of an act by its consequences" is (A) 13-334
A. Utilitarianism B. Moralism C. Relativism D. Obligations of Conspicuous Obligations
29. Establishing and developing relationships with all stakeholders is the key to marketing a company, and it is important to put these relationships into practice. The establishment and development of relationships with all stakeholders as the key to corporate marketing and the correct handling of these relationships as the core of corporate marketing refers to (D)15-374
A．Integrated marketing B．Green marketing C．Cross-marketing D．Relationship marketing
30．Consumer purchasing behavior can be affected by a number of psychological factors, among which the change of individual behavior caused by experience refers to
which psychological factor? ? (C) 5-94
A. Motivation B. Perception C. Learning D. Beliefs and attitudes
II. Multiple-choice questions (this question ***5 subquestions, each subquestion 2 points, ***10 points)
In each subquestion listed in the five options at least two are in line with the requirements of the question, please select it and "answer card" the corresponding code black. No marks will be given for unmarked, wrongly marked, overmarked or undermarked.
31. Markets are divided according to buyers and their purchasing purposes, and they include (ABCDE)4-76
A. Consumer markets B. Producer markets C. Government markets D. Intermediary markets E. International markets
32. Branding is a collection of concepts, and its overall meaning can be divided into six levels, of which the most enduring ones are (BDE)8-167
33. BDE ）8-167
A. Attributes B. Value C. Benefits D. Culture E. Personality
33. The following belong to the overall concept of the product extends the level of products (CDE ）8-156
A. Style B. Brand C. Installation D. Delivery E. Technical training
34. The investigation of the profitability of the enterprise's indexes have (ABCD ）13-321
34. ABCD ）13-321
A. Sales margin B. Asset management efficiency
C. Return on net assets D. Return on assets
E. Depreciation of fixed assets
35. The main factors affecting the design of the distribution channel include (ABCDE )10-228
A. Customer characteristics B. Product characteristics C. Intermediary characteristics D. Competitive characteristics E. Distribution channels
36. Intermediary characteristics D. Competitive characteristics E. Environmental characteristics
Part II Non-Choices
Three, terminology questions (this question ***4 subtopics, each subtopic 4 points, ***16 points)
Please answer on the answer card.
36. Concentric Diversification 2-41
Answer:
Concentric diversification is when a company develops new products and increases its product range by utilizing its original technology, specialties, and experience, and expands the scope of its business operations outward from the same center of the circle.
37. Brand Expansion Strategy 8-172
Answer:
Brand Expansion Strategy is when a company utilizes the reputation of its successful brand name to introduce improved or new products, including the introduction of new packaging specifications, scents, and styles.
38. pay-as-you-go pricing 9-208
Answer:
The so-called pay-as-you-go pricing method means that a firm sets its prices according to the average prevailing price level in the industry.
39. Sales Promotion 11-278
Answer:
Sales promotion refers to a variety of marketing activities that stimulate consumer purchases and distributor benefits in addition to personnel sales, advertising, and publicity.
Four, short-answer questions (this big question *** 4 small questions, each small question 7 points, *** 28 points)
Please answer on the answer card.
40.What are the characteristics of an industrial market compared to a consumer market?5-103
Answer:
(1) Compared to a consumer market, the number of purchasers in an industrial market is smaller and larger.
(2) Buyers in industrial markets tend to be concentrated in a few regions.
(3) Demand in industrial markets is elicited demand.
(4) Demand in industrial markets is inelastic demand.
(5) Demand in industrial markets is fluctuating demand.
(6) Professionals buy.
(7) Direct purchases.
(8) Reciprocity.
(9) Industrial purchasers often acquire industrial supplies through leasing.
41.What factors should a firm consider when choosing a target market strategy?7-150
Answer:
(1) Firm Resources
If a firm has strong resources, it may consider practicing differential marketing; otherwise, it is better to practice undifferentiated marketing or centralized marketing.
(2) product homogeneity
For homogeneous products or products with greater demand ****, it is generally appropriate to implement non-differentiated marketing; on the contrary, for heterogeneous products, differentiated marketing or centralized marketing should be implemented.
(3) market homogeneity
Homogeneous market, it is appropriate to implement non-differentiated marketing; heterogeneous market, it is appropriate to use differential marketing or centralized marketing.
(4) Product Life Cycle Stage
In the introduction and growth of new products, marketing focus is to inspire and consolidate consumer preferences, it is best to implement non-differentiated marketing or centralized marketing for a particular submarket; when the product enters the maturity stage, the market competition is fierce, consumer demand is becoming increasingly diversified, and can be changed to differentiated marketing strategies to To open up new markets, to meet new needs, and to extend the product life cycle.
(5) Competitor's strategy
If a strong competitor is practicing non-differentiated marketing, the enterprise should practice centralized marketing or deeper differentiated marketing; if the enterprise is facing a weaker competitor, it can adopt the same strategy as it does if necessary, and defeat the competitor by virtue of its strength.
42. What are the types of psychological pricing strategies? Try to give examples.9-211
Answer:
(1) Prestige Pricing
The so-called prestige pricing refers to the enterprise to take advantage of the consumers' admiration for the prestige of famous brand name commodities or famous stores to determine the price of the goods, and purposely set the price to a whole number or a high price. The quality of goods is not easy to identify the pricing of the most appropriate use of this method, because consumers have the psychological reverence for brand-name, often price to judge the quality, that the high price represents high quality. But this price can not be too high, or consumers will not be able to accept. Chinese clothing designer Li x x designed ladies' clothing to elegant, noble reputation at home and abroad. In the international market, the enterprise each piece of "Li × ×" brand Chinese cheongsam sells for up to 1,000 U.S. dollars.
(2) tail pricing
Tail pricing, also known as odd pricing, that is, the use of consumer digital cognition of the special psychology of the development of the price with a zero, so that consumers have the feeling of cheaper prices, but also to enable consumers to produce the seller pricing the impression of seriousness: there is a price of the tail after a serious costing only come out. In this way, it is easy to make consumers have a sense of trust in pricing. Most shopping malls to engage in activities will be the price of the product is set at 29, 49, 69, 99, 199 and other odd tails, are zero, will give people a cheaper feeling, we will identify them as pricing more serious.
(3) Solicitation Pricing
Retailers take advantage of the psychology of some customers who are looking for bargains, and purposely set the prices of certain kinds of goods lower to attract customers. Certain stores randomly introduce reduced-price items, with one or two items on sale at reduced prices every day and every hour, attracting customers to come back frequently to purchase cheap items, while also shopping for other normally priced items.
43. Briefly describe the characteristics of complex purchasing behavior and the measures that marketers should take.5-97
Answer:
Complex purchasing behavior refers to the fact that consumers, faced with an expensive product that they do not often buy, have a high risk of purchasing due to the large differences in product brands, and that consumers need to have a learning process to learn extensively about the product's performance and characteristics, so as to develop some kind of opinion about the product, and finally decide to buy. Finally decided to buy the type of consumer purchasing behavior.
For this type of complex buying behavior, marketers should take effective measures to help consumers understand the product performance and its relative importance, and introduce the product advantages and the benefits it brings to the buyer, thus influencing the buyer's final choice.
V. Case Questions (This question ***1 subquestion, ***16 points)
Please answer on the answer card.
44. Case Information:
Company D, a food manufacturer, is preparing to enter the mooncake market. Market research shows that people are tired of the sweet, greasy traditional taste of mooncakes and are turning to crave for a refreshing, light taste. Accordingly, the company is ready to launch the "ice moon cake", the moon cake using imported raw materials, no baking, not greasy, its color is also contrary to the traditional golden-yellow, but the elegant egg green color. Tests of the "Ice Skin Mooncake" concept showed that people were receptive to the new product and did not reject the unique color of the mooncake. Company D then launched a marketing campaign for the "Ice Skin Mooncake", targeting the "Trendsetters" segment and encouraging them to try and buy it.
Based on the above objectives, Company D developed and implemented the following marketing strategies:
◆Products: Positioning itself with distinctive and refreshing flavors, and setting off its unique and noble image with exquisite packaging.
◆Price: High price usually means high quality, and Company D priced its "Ice Skin Mooncake" at a much higher level than traditional mooncakes to match its high quality, upscale image.
◆Promotion: In line with the high price strategy, Company D adopted a high promotion strategy for its "Ice Skin Mooncake". High price, high promotion is conducive to the establishment of brand preference, but also to consumers that the product pricing is high, but value for money. In terms of specific promotional methods, first, Company D offered free tastings at food fairs and Company D's specialty stores that year, and gave a 10% discount to customers who purchased the product in advance. Secondly, Company D's TV advertisement for "Ice Mooncake" was quite innovative, and the overall style was relaxed, energetic and vibrant. The radio ads also followed this feature and reinforced the style. In addition, the beautiful brochures that were widely distributed conveyed the message of the unique characteristics of the "Ice Skin Moon Cake".
◆Channel: Company D's "ice moon cake" is only sold in the company's specialty stores, without any intermediaries. This form of monopoly on the one hand helps the company to strictly control the level of service, effective management of product sales; on the other hand, highlights the "ice moon cake" noble and gorgeous, extraordinary image. In addition to retail, Company D does not forget that group consumption is another huge market, specializing in the establishment of the Department of major accounts, services for group purchases.
Company D's carefully planned promotional activities to make the "iced moon cake" once launched a great success.
Questions:
(1) From the perspective of the product life cycle, which new product marketing strategy did Company D adopt during the introduction period? Try to evaluate it?
(2) Explain which promotional approach was adopted by Company D in the context of the case? Try to explain whether the promotional mix matches the life cycle of the product and justify it.
(3) In terms of the hierarchy of distribution channels, identify the channel model adopted by Company D? And explain the rationale for the company's adoption of this channel model with reference to the case.
Answer:
(1)
Company D adopts the fast skimming marketing strategy of high price and high promotion. 8-178
From the case material, it can be seen that most potential consumers do not know the new product "ice moon cake", and those who already know the new product are eager to buy it and willing to pay high price. Those who are already aware of the new product are eager to buy it and are willing to pay a high price for it; in addition, the product operated by the enterprise faces the threat of potential competition. In this case, it is appropriate for the firm to establish consumer preference for its product through rapid skimming.
(2)
The two promotional methods of sales promotion and advertising.11-264/278
Company D's iced mooncake is a new product with low market awareness, and it can be made more visible by means of advertisements; whereas, the two methods of sales promotion, namely, free tastings and discounted purchases, are capable of stimulating consumers to make a quick purchasing decision on the spot, and this promotional mix This promotional combination is very suitable for the ice moon cake which is in the introductory period of the product life cycle.
(3)
Company D has adopted the direct (zero-order) distribution channel model.10-223/224
The company's rationale for adopting the direct distribution channel model is as follows: first, it can better reflect economy by not going through an intermediary; second, the direct distribution channel can effectively manage the sales of the product and control the order of the market, reflecting the controlling nature; and third, the direct channel can better serve the customers. channels can provide better service to customers, reflecting the adaptability.