1、 1 A、 True or False (2x10=20) 1. The marginal effect of advertising on sales is always same throughout different stages of new product diffusion. F 2. Frequent price promotion hurts brand equity. T 3. Cooperation between channel members leads to higher profit for both retailer and manufacturer, give
2、n there are only two channel members. T 4. New product development involves very high cost and risks of failure. Therefore, companies should not develop new product. F 5. Maximizing consumers time spent in stores is one of the retailers objectives. T 6. Brand equity is more important for goods than
3、services. F 7. Advertising is a more efficient way to increase consumers new product awareness level than personal communication. T 8. Exclusive distributor only manages one brand in the channel. F 9. Bundled products are always priced lower than non-bundled products. F 10. Higher level dependence o
4、n manufacturer leads to higher level profit for the dealer. F B. Multiple Choices (3x10=30) 1, Medical doctors are using a(n) _ B _ communication channel to share the new drug information . a. personal b. expert c. advocate d. mass 2, Which of the following could explain why the prices of ice cream
5、products made by Haagen-dazs are much higher in China market than in US market? C a. the income level of the target customers in China is higher than income level of the target customers in US. b. the transportation across the continent involves very high cost c. the company uses market-skimming pri
6、cing tactic d. the quality level of Haagen-dazs product in China is much higher than that in US. 2 3, What is the main reason that could explain why companies would perform quantity discount? C a, taking care of consumer welfare b, improving customer satisfaction level c, extracting more consumer su
7、rplus d, undertaking more social responsibility 4 General Mills offers different product lines in China market from those in US. What kind of strategy General Mills uses here in the world marketplace? D a, price discrimination b, cost leadership c, focus d, differentiation 5, Which of the following
8、functions wholesalers usually do not perform? C a, storage b, financing c, new product development d, market information sharing with manufacturers 6, Which of the following is a characteristic of a brand? A a. identification of product quality b. greater loyalty c. larger margins d. higher market s
9、hare 7. Every night after working the swing shift, Sierra stops by the 7-Eleven store near her house. She often buys bread and drinks while shes there even though the prices at the 7-Eleven store are higher than at her local supermarket. The7-Eleven store is an example of a _. D a. specialty store b
10、. superstore c. warehouse store d. convenience store 8, Last minute deals in airline industry means that consumers could possibly purchase extremely low priced air tickets 2 or 3 days before departure. Which of the following represents the characteristic of the airline industry in this case? B a, in
11、separability b, perishability 3 c, variability d, distinctiveness 9, Marketing at a tactical level includes all of the following activities EXCEPT: C a. packaging b. pricing c. value positioning d. personal selling 10, A(n) _ B _ market is characterized by a fairly narrowly defined market with a com
12、plete and distinct set of needs, and a willingness to pay a premium to meet those needs. a. local b. niche c. individual d. derived C, Short Essay Questions (10+10=20) 1, Happy Days seafood restaurant in Sanya of Hainan Province has just been bought by a young and rich Chinese businessman. The new o
13、wner wants to make Happy Days stand out among the many competitors by being the highest quality restaurant. Explain at least five ways Happy Days service quality could be improved. (10) Reliability Assurance Tangibles Empathy, and Responsiveness OR. Identify high quality food Hire highly skilled che
14、fs and waitress Standardize cooking and serving process Cultivate good meal environment in restaurant Differentiate product features and relevant pricing strategy 4 2, Please discuss one of the achievements of Nobel Prize winners (could be, but not limited, within economics science area) and its mar
15、keting implications. (10) Oliver Williamson transaction cost economics applied in marketing channel Nash game theory applied in pricing Kaneman and Tversky: prospect theory in behavioural pricing Pavlov: consumer learning Heckman and McFadden: Brand choice model D. Long Essay Questions (30) Suppose
16、that you are a managing partner of a local accounting firm, responsible for the business development. There are around 50 staff members in this firm. Currently, the firm has two business units: assurance services and taxation consulting services. Now, the firm plans to expand its business into busin
17、ess information system consulting area. 1) Please discuss the potential customer bases that the firm might have. (10) Answer keys existing customer base for cross selling. Could be medium size local enterprises 2) Please use marketing 4Ps as a tool to discuss how the firm can develop its new busines
18、s in IT consulting area. (20) Answer keys pricing: bundling complementary IT services with existing taxation and assurance services; market penetration strategy due to the existing competent international players like Accenture product: service quality improvement place (channel): word of mouth diss
19、emination promotion: initial discount, existing customer referral A、 True or False(2x10=20) 1. Inter-organizational relationship is a unique phenomenon in China 2. The sales of a new product is evenly distributed in different time frames. 3. Developing one-to-one marketing through a CRM program migh
20、t include 得分 5 not pursuing all customers. 4. Post-purchase satisfaction is a function of the consumers product expectations and the products perceived performance. 5. Product line extension could possibly damage the reputation of the mother brand. 6. Trust and commitment are two key components in r
21、elationship marketing 7. Personal communication is a more efficient way to increase consumers new product awareness level than advertising 8. Part of a market leaders strategy to defend market share is to consider which segments to defend (even at a loss) and what segments to surrender. 9. Price is
22、a signal of product quality when consumers lack of product knowledge. 10. Economical activities are embedded within social network. Answer: F, F, T, T, T, T, F, T, T, T B. Multiple Choices (3x10=30) 1, Which of the following is NOT a way of price discrimination? C a, two part tariffs b, quantity dis
23、count c, price skimming d, bundling 2, Which of the following characteristics does not differ the business customer from the individual consumer? C A, inelastic demand B, expertise in product knowledge C, emotional D, long duration 3, The characteristics of services include the following components
24、EXCEPT: A a, distinctiveness b, intangibility c, perishability d, inseparability 6 4, Which form of marketing communications is least likely to be used by retailers? C a. Print advertising. b. Point of purchase promotions. c. Personal selling. d. Broadcast advertising. 5, All of the following are pa
25、rt of an attractive niche EXCEPT: D a. the niche has variety-seeking consumers. b. consumers in the niche have distinct needs. c. the niche is not likely to attract heavy competition. d. the niche can specialize and therefore realize certain economies. 6, If you go to a national electronic appliance
26、 chain store in China, you will find more air conditioners but fewer heaters in southern China where it is hot. A chain store in northeastern China where it is cold, however, sells more heaters but fewer air conditioners. The Chinese chain store realizes that the people in each of these areas do not
27、 have the same needs and should therefore not be offered the same products. This is an example of _.B a. benefits segmentation b. geoclustering c. demographic segmentation d. behavioral segmentation 7, Best Buy will often try to sell a buyer of a high-end television monitor an extended warranty. Thi
28、s is an example of selling a _. B a. pure tangible good b. tangible good with accompanying services c. hybrid d. pure service 8, What are the two solutions to unprofitable customers? D a. Lower fees; reduce service. b. Lower fees; increase service. c. Raise fees; increase service. d. Raise fees; red
29、uce service. 9, According to the work of Frederick Herzberg _. C 7 a. a person moves from stated instrumental motivation to terminal ones b. people are driven by particular needs at particular times c. polite store clerks will not necessarily be a satisfier for a consumer, but impolite ones would be
30、 a dissatisfier d. a bottle of Estee Lauder perfume arouses a different set of motives in consumers than an Avon perfume 10, Which of the following is NOT a benefit of brand loyalty? D a. Loyalty provides predictability. b. Loyalty allows for company security of demand. c. Loyalty can translate into
31、 consumer willingness to pay a higher price. d. Loyalty is easily matched by competitors. C. Short Essay Questions (15+15=30) 1, An automobile manufacturer would like to introduce a new model with extremely powerful engine. It would like to market this new model to one of the 3 target consumer group
32、s. They randomly sample research the female consumers and get the following results of cluster analysis. The leftmost column represents the product attributes. And the entries under the labels of cluster 1, cluster 2 and cluster 3 represent the mean values of importance of attributes to each group o
33、f consumers. Cluster Centers Cluster 1 Cluster 2 Cluster 3 SPEEDY 5.48 5.40 5.34 COMFORT 3.68 6.50 3.16 SAFETY 5.86 4.30 4.32 EASY TO CONTROL 2.38 3.50 4.28 ROOMY 2.08 4.30 2.98 FASHION 6.58 5.60 4.70 ECONOMIC 2.90 4.50 4.16 Moreover, some of the demographic profiles of the three consumer groups are
34、 provided as follows: Cluster 1 Cluster 2 Cluster 3 Age 27 35 55 8 Monthly Income 8000 15000 5500 Likelihood of getting product information from TV 0.2 0.7 0.8 Likelihood of getting product information from newspaper 0.5 0.5 0.2 Likelihood of getting product information from friends 0.8 0.4 0.6 Like
35、lihood of being a manager 0.1 0.6 0.4 Likelihood of being a professional 0.6 0.2 0.2 Likelihood of being a blue collars 0.2 0.2 0.4 Questions: a, Please identify which group of consumers the manufacturer should target? And explain why? (5) cluster1. powerful engine can provide speedy cars that clust
36、er 1 consumers need most b, Please identify which method should the manufacturer communicate with the target consumers? And why? (5) cluster 1 most likely get information from friends. c, Please specify the pricing strategy the manufacturer should use to market this product. (5) high price as they c
37、are less of economy of automobiles. Relatively high income 2, Happy Days seafood restaurant in Sanya of Hainan Province has just been bought by a young and rich Chinese businessman. The new owner wants to make Happy Days stand out among the many competitors by being the highest quality restaurant. E
38、xplain at least five ways Happy Days quality could be improved. (15) 9 Reliability: keep consistently high quality Assurance Tangibles: some tangible goods Empathy, think in customer s way Responsiveness: arrange helpers to respond to customer s need D. Long Essay Questions (20) China Premium League
39、 Football Match is a popular TV program in China. Please choose to answer 1 out of 2 questions as below. 3) Please discuss the marketing efforts of China Premium League Football Match itself, in terms of traditional marketing mix: price, product, promotion and place. What is doing right and what is
40、left to be improved in future? Answer keys: Price: OK. Not too expensive. Product: really bad. Corruption everywhere. If the product quality is too bad, it may drive audience away. Promotion: OK. With some new features. Place: OK covering all major cities in China. 4) Please answer whether a company
41、 should or should not take advantage of China Premium League Football Match to market its products. If you choose yes, please explain how to market the product by China Premium League Football Match. If you choose no, please explain why you would not like to market the product by China Premium Leagu
42、e Football Match. Answer keys: Yes. High exposure rate so far. Sporty goods, goods purchased by male are more appropriate than products purchased usually by female. No. The League match is really too bad and destroys the reputation of products advertised with them. A, True or False (2X10=20) 11. Int
43、er-organizational relationship is a unique phenomenon in China 12. The marginal effect of advertising on sales is always same throughout 得分 10 different stages of new product diffusion. 13. Frequent price promotion hurts brand equity. 14. The sales quantity of a new product is evenly distributed in
44、different time periods. 15. Advertising is a more efficient way to increase consumers new product awareness level than personal communication. 16. Bundled products are always priced lower than non-bundled products. 17. New product development involves very high cost and risks of failure. Therefore,
45、companies should not develop new product. 18. The higher the price, the lower the demand, given others constant. 19. Product line extension could possibly damage the reputation of the mother brand. 20. The marketing concept holds that the key to achieving organizational goals consists of the company
46、 being more effective than competitors in creating, delivering, and communicating superior customer value to its chosen target markets. Answers: 1,F 2,F 3,T, 4,F 5,T, 6,F, 7,F 8,F, 9,T, 10, T B. Multiple Choices (3x10=30) 1, Which of the following could explain why the prices of ice cream products m
47、ade by Haagen-dazs are much higher in China market than in US market? a. the income level of the target customers in China is higher than income level of the target customers in US. b. the transportation across the continent involves very high cost c. the company uses market-skimming pricing tactic
48、d. the quality level of Haagen-dazs product in China is much higher than that in US. 2, Starbucks offers a special mug worth a price of RMB30 to the customers. With this mug, customers could save RMB2 each time they purchase any Starbucks coffee. Which of following could best explain Starbucks profit driven behavior? a, environment sustainability b, two-part tariff extracting more consumer surplus c, attracting more customers d, transfer to mug industry 3, General Mills offers different product lines in China market from those in
