英文版市场营销学期末试卷4

A, True or False （2’X10=20'）1.Items sold in the convenience stores are usually more expensive than similar items sold in the supermarket。2.The marginal effect of advertising on sales is always same throughout different stages of new product diffusion. 3.Strategy guru Michael Porter's three “generic" strategies are: cost leadership ， diversification, and focus.4.The sales quantity of a new product is evenly distributed in different time periods.5.Post—purchase satisfaction is a function of the consumer’s product expectations and the product’s perceived performance。6.Personal communication is a more efficient way to increase consumer’s new product awareness level than advertising7.New product development involves very high cost and risks of failure. Therefore, companies should not develop new product。8.The higher the price， the lower the demand， given others constant.9.Product line extension could possibly damage the reputation of the mother brand。10. Marketing is both an art and a science—there is constant tension between the formulated side and the creative side。 1,T 2,G 3，F 4，F 5,T， 6,F 7，F 8，F 9，T 10,FB. Multiple Choices (3'x10=30’）1， The characteristics of services include the following components EXCEPT: a， distinctivenessb， intangibilityc, perishabilityd, inseparability2， What is the objective of quantity discount to the consumers? a， provide more welfare to the consumers b， extract more consumer surplusc, attract more customersd， none of the above3, 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？a, price discriminationb， cost leadership c, focusd, differentiation4, If you go to a nat...