《营销学原理》 期末考试试卷 对外经济贸易大学 2002⎯2003 学年第二学期 《营销学原理》期末考试试卷（A 卷） 课程代码及课序号: MKT206— 8 01 营销、00 海关、00 商检、00 法律、00 行政、01 财务、 01 会本、01 信息、00 留学生、01 金融 学号： 姓 名： 成 绩： 班级： 课序号： 任课教师： 题号 I II III IV V 合计 分值 I. True or False (20 points): _____ 1. In a seller’s market, sellers have more power; therefore, buyers have to be more active “marketers”. _____ 2. New technology is typically a force for creative destruction, which may mean that the new technology hurts the old technology. _____ 3. The buyer decision process began long before the purchase is made and ends when the purchase is actually made. _____ 4. Once a product has begun its life cycle, typically a firm can do little to extend it. _____ 5. Dell’s success is mainly due to its excellent supply chain management and logistics system. _____ 6. Profit is usually negative during the product introduction stage of the product life cycle. _____ 7. Line extension involves higher investment and risk compared to brand extension. _____ 8. A buyer would probably travel a considerable distance to purchase a convenience good. _____ 9. People tend to interpret incoming information in a way that will support what they already believe. 1 《营销学原理》 期末考试试卷 _____ 10. Concentrated marketing means that one company target only one market segment. _____ 11. Intensive distribution means a big number of middlemen are used. _____ 12. Franchises are corporations that combine several different retailing forms under central ownership and share some distribution and management functions with the franchisees. _____13. Of the methods used in setting the promotion budget, ...
