经0701试卷a及答案

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1、石家庄铁道学院2008-2009学年第一学期2007级本科班期末考试试卷（A卷）课程名称：市场营销任课教师：王辉考试时间：90分钟学号：姓名：班级：考试性质（学生填写）：正常考试（）缓考（）补考（）重修（）提前修读（）题号一二三四五六七总分满分10101020152015100得分阅卷人一、汉译英（本大题共10小题，每小题1分，共10分）1．效用2．营销导向3．目标市场4．市场渗透5．多重目标市场策略6．派生需求7．商标8．概念测试9．营销组合10．竞争对手二、英译汉（本大题共10小题，每小题1分，共10分）1．Countertrade2．Scr

2、eening3．Genericmarket4．Clusteringtechniques5．Consumervalue6．Positioning7．Fad8．Productlifecycle9．Staples10．Unsoughtproducts三、单项选择题（本大题共10小题，每小题1分，共10分）1.WhichofthefollowingistheBESTexampleofmanagementthinkingduringthe"productionera"?A)"Themoresalespeoplewehave,themorewecansell

3、."B)"Weneedtoworkhardtoselltheproducttoourcustomers."C)"Weneedtofindwhatthecustomerwants."D)"Ifweproduceagoodproduct,customerswillfindusandbuyit."E)"Productionprovidesformutilityandmarketingprovidestime,place,andpossessionutility."2.Themaindifferencebetweenthe"marketingdepart

4、mentera"andthe"marketingcompanyera"is:A)moreemphasisonshort-runplanninginthemarketingcompanyera.B)whetherthewholecompanyiscustomer-oriented.C)whetherthepresidentofthefirmhasabackgroundinmarketing.D)moreemphasisonsellingandadvertisinginthemarketingdepartmentera.E)Thereisnodiff

5、erence.3.Thedifferencebetweentargetmarketingandmassmarketingisthattargetmarketing:A)focusesonspecificcustomers,whilemassmarketingaimsatanentiremarket.B)isa"shotgun"approach,whilemassmarketingisa"rifle"approach.C)focusesonshort-runobjectives,whilemassmarketingfocusesonlong-run

6、objectives.D)aimsatincreasedsales,whilemassmarketingfocusesonincreasedprofits.E)meansfocusingonasmallmarket.4.Amarketingstrategyspecifies:A)atargetmarket.B)atargetmarketandthecompany'sresources.C)allthecompany'sresources.D)amarketingmix.E)atargetmarketandarelatedmarketingmix.

7、5.Accordingtothetext,marketingmeans:A)selling.B)producingandselling.C)advertising.D)sellingandadvertising.E)muchmorethansellingandadvertising.6.Lowimmediatesatisfactionandlowlong-runconsumerwelfareisprovidedby:A)desirableproducts.B)pleasingproducts.C)deficientproducts.D)salut

8、aryproducts.7.Industryprofitsarelargestinwhichofthefollowingproductl