課程名稱︰行銷管理
課程性質︰
課程教師︰陳厚銘
開課系所︰管理學院國企系
考試時間︰
試題 :
第一部分：選擇題（每題2分）
C 1. A bicycle manufacturer designs and produces a new model that is fun and
safe. This is an example of prividing:
A) place utility.
B) time utility.
C) form utility.
D) possession utility.
E) all of the above.
D 2. Marketing is:
A) a set of activities performed by individual organizations.
B) relevant to both business and nonprofit organizations.
C) a spcoal process.
D) all of the above are correct.
E) only A amd B above.
C 3. Viewing marketing as a social process focuses on
A) marketing by nonprofit organizations.
B) planned economic systems.
C) macro-marketing.
D) micro-marketing.
E) none of the above.
C 4. Which of the following is the BEST example of management thinking during
the "production era" ?
A) "The more we advertise a product, the more we can sell."
B) "We need to increase our sales effort--to sell what we can produce."
C) "If we can produce it, customers will buy it."
D) "We need to be selective and produce what customers want."
E) "Production provides time, place, and possession utility."
B 5. Differentiation means that
A) the firm should aim its efforts at a target market that is different
from a target market that a competitor whould find attractive.
B) a firm's marketing mix is distinct from and better than what is
available from a competitor.
C) a firm uses its resources in a different way than competitors use
their resources.
D) a firm should screen out opportunities using different criteria than
those used by other firms.
E) when a firm's markeing strategy is not going well it should change to
a different set of operational decisions.
B 6. If a cola producer bought out a Mango juice producer in an attempt to
appeal to health-conscious consumers who do not drink soft drinks, it
would be pursuing a __________ opportunity.
A) marketing development.
B) diversification.
C) market penetration.
D) product development.
E) None of the above.
E 7. A firm's "marketing mix" decision areas would NOT include:
A) Price.
B) Promotion.
C) Product.
D) Place.
E) Profit.
A 8. A generic market is one in which
A) products from different industries compete for customers by trying
to satisfy the same basic need.
B) no firm can establish a competitive advantage.
C) a number of firms are all offering new or improved products in an
effort to incerase sales.
D) one seller has a patent for a superior product and other competitors
imitate the leader with inferior products.
E) None of the above is true.
B 9. Which of the follwing criteria should a marketing manager use when
segmenting a broad product-market?
A) The segmetns should be operational--i.e., only quantitative
dimensions are useful.
B) The people in different segments should be as heterogeneous as possible
with respect to their likely response to marketing mix variables.
C) The peopele within a market segment should be as heterogeneous as
possible with respect to their likely response to remarketing mix
variables.
D) The market segments should be substantial--i.e., big enough to minimize
the firm's costs.
E) All of the above.
C 10. "Good" market segments are those that are:
A) homogeneous between.
B) heterogeneous within.
C) operational and substantial.
D) international in nature.
E) All of the above.
E 11. The MOST USEFUL dimensions for segmenting markets are:
A) geographic and demographic dimensions.
B) brand familiarity and consumption patterns.
C) social class.
D) benefits sought.
E) It depends on what product-market one is segmenting.
B 12. __________ is a marketing management aid which refers to how customers
think about proposed and/or present brands in a market.
A) Brand familiarity
B) Positioning
C) Market scanning
D) Market segmentation
E) Customers relationship management (CRM)
E 13. "Positioning" might cause a marketing manager to:
A) introduce a new product for a segment with unsatisfied needs.
B) change a product's promotion to make its image fit more closely with
the needs and attitudes of the target market.
C) shift attention to another market segment where competition is weaker.
D) physically change his or her product to compete more effectively with
a competitor aiming at the same target market.
E) Any of the above.
E 14. In the short run, a marketing manager usually cannot control:
A) the competitive environment.
B) the cultural environment.
C) the legal evrironment.
D) the economic evrironment.
E) Any of the above.
D 15. A marketing manager in a large corporation wrote the company's president
a memo in which she said: "The performance of our SBU has improved." An
"SBU" is a:
A) struggling business unit.
B) small business unit.
C) selective branding unit.
D) strategic business unit.
E) secondary bidding unit.
E 16. When looking for attractive opportunities, a marketing manager should
consider:
A) the firm's producing capability and flexibility.
B) the firm's financial strength.
C) whether the firm has good relations with established middlemen.
D) the firm's marketing strengths.
E) All of the above.
E 17. Of the following, which are the most receptive to new products and new
brands?
A) families with small children.
B) older people with no children.
C) families with teenagers.
D) families whose children are grown.
E) younger people with no children.
D 18. When considering a potential product-market, a marketer should decide:
A) where it is.
B) what its relevant segmenting dimensions are.
C) how big it is.
D) All of the above.
E 19. Consumer buying behavior is affected by:
A) opinion leaders.
B) social class.
C) physiological, safety, social, and personal needs.
D) reference groups.
E) All of the above.
C 20. The statement, "I like Southwest Air," is an example of a(n):
A) belief.
B) intention.
C) attitude.
D) drive.
E) none of the above.
D 21. The AIO items used in life-style analysis include:
A) activities, intentions, and opinions.
B) attitudes, intentions, and opinions.
C) attitudes, income, and opinions.
D) activities, interests, and opinions.
E) attitudes, interests, and opinions.
E 22. Extensive problem solving probably would be required by a recent college
graduate in the purchase of:
A) living room furniture.
B) a color TV set.
C) a new home.
D) a sports car.
E) all of the above.
A 23. Which of the following in NOT one of the steps of the "adoption process"?
A) Involvement
B) Awareness
C) Interest
D) Evaluation
E) Trial
A 24. Lolita King, director of procurement at Soho Glass, Inc. must approve
every purchase order, and Tom Glendinnig, purchasing manager, must
authorize any sales rep who wants to talk to a Soho employee. Lolita and
Tom are acting as __________ and __________, respectively.
A) decider and gatekeeper
B) influencer and user
C) gatekeeper and influencer
D) buyer and decider
E) user and garekeeper
E 25. Regarding new-task organizational buying, which of the following are
likely to be involved?
A) top managers
B) purchasing manager
C) production process engineers
D) production line supervisors
E) all of the above.
E 26. A "product" might include:
A) a brand name, a package, and a warranty.
B) instructions.
C) a service which does not include a physical good at all.
D) some physical item and its related features.
E) All of the above.
A 27. __________ are products a consumer needs but isn't willing to spend much
time and effort shopping for.
A) Convenience products
B) Unsought products
C) Homogeneous shopping products
D) Specialty products
E) Heterogeneous shopping products
D 28. Emergency products:
A) need adequate representation in major shopping areas.
B) need widespread distribution but with assurance of preferred display.
C) can have limited availability as long as display is good.
D) need widespread distritution near proable points of use.
E) need widespread distribution at low cost.
D 29. Which of the following products in a supermarket is MOST likely to be
an impulse product?
A) oranges
B) bread
C) frozen peas
D) a child's toy
E) shampoo
B 30. "Derived demand" is best illustrated by the demand for:
A) tea as a substitute for coffee.
B) brick because of increasing demand for new homes.
C) fresh raspberries during the winter months.
D) CD players because of increasing interest in CD audio discs.
E) all of the above.
第二部分：問答題
請就下列12題中任選5題作答
1.請說明被動式行銷策略思維(Reactive Marketing)與主動式行銷策略思維(Proactive
Marketing)之間最大的差異是什麼? (10分)
2.請說明何謂高低涉入(High-and Low-involvement)消費者行為? (10分)
3.請說明 "exchange" 與 "transaction" 之異同。 (10分)
4.請說明 "final consumers" 與 "organizational buyers"購買行為之異同。 (10分)
5.何謂AIDA模式？請舉說明。 (10分)
6.品牌有什麼好處？其成功關鍵因素為何？ (10分)
7.日常用品有品牌忠誠度嗎？試申其義。 (10分)
8.Intel (Intel inside) 想跨足一般最終消費市場你認為成功的機會有多大？為什麼？
(10分)
9.何謂PIMS模式？ (10分)
10.BCG與GE矩陣之差別及限制條件為何？ (10分)
11.Brand Equity和Customer Lifetime Value有何異同？
何者是Product-based Strategy？何者是Customer-based Strategy？ (10分)
12.高市場佔有率是否意謂高報酬？試申其義。 (10分)
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