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专业英语期末试题 (1)

专业英语期末试题 (1)
专业英语期末试题 (1)

一、选择题

1. The task of any business is to ________. ()

2. Which of the following statements about marketing is true? ()

3. The heart of the internal records system is the ________. ()

4. ________ is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. ()

5. ________ is the difference between the prospective customer's evaluation of all the benefits and all the costs of an offering and the perceived alternatives. ()

6. ________ refer(s) to the decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers. ()

7. Which of the following statements about market segmentation is true? ()

8. Which of the following is true for business marketers? ()

9. ________ is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market. ()

10. Establishing and communicating the distinctive benefit(s) of the company's market offering, for each target segment is called ________.()

11. A ________ is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas. ()

12. The American Marketing Association defines a ________ as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors." ()

13. The goal of positioning is ________.()

14. When companies search for new ways to satisfy customers and distinguish their offering from others, they look at the ________ product, which encompasses all the possible augmentations and transformations of the product. ()

15. Which of the following is true for services? ()

16. The last step in the value creation and delivery sequence is ________ the value where the sales force, sales promotion, advertising, and other communication tools announce and promote the product. ()

17. The ________ consists of all the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to others. ()

18. The first step in the strategic brand management process is ________. ()

19. All marketing strategy is built on STP segmentation, targeting, and ________. ()

20. Which of the following is a characteristic of a service? ()

二、问答题

1. According to Starbucks Chairman Howard Schultz, "Consumers now commonly

engage in a cultural audit of [product and service] providers. People want to know your value and ethics demonstrated by how you treat employees, the community in which you operate." Discuss the concept of social responsibility marketing and how it impacts both companies and consumers.

2. Marketers are involved in marketing 10 types of entities. List and briefly characterize these entities.

3. What questions would typically be asked during a market opportunity analysis (MOA)?

4. The firm's success depends not only on how well each department performs its work, but also on how well the various departmental activities are coordinated to conduct core business processes. List and briefly describe the five core business processes.

5. Explain customer-perceived value.

6. What are the various steps a company can take to improve the quality of its marketing intelligence function?

7. Briefly describe the steps in the segmentation process.

8. People can emerge with different perceptions of the same object because of three perceptual processes. List and briefly characterize these processes.

9. Explain the concepts of product-mix width, length, depth, and consistency.

10. Identify the four market segment groups based on brand loyalty status and list what a company can learn from analyzing the degrees of brand loyalty.

11. List and briefly explain the four distinctive characteristics of services.

12. There are a number of specific roles brands can play as part of a brand portfolio. List and briefly describe the four roles.

13. List three steps that service firms can take to increase quality control over services and reduce variability.

14. Studying how consumers shop, how they use a particular product or service, and how they dispose of the product when consumed is important for marketers. This information forms the basis of product strategy. Define the consumption system and identify the two upcoming product strategies that are affected by this knowledge.

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