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1Section1:TrueorFalse1.(T)Marketingismanagingprofitablecustomerrelationships.2.(F)Personalityisaperson'spatternoflivingasexpressedinhisorherpsychographics.3.(T)Demographicsegmentationcanbeusedtodividethemarketbydifferenttimeperiodsofpeople'slivesanddifferentfamilysituations.4.(T)Inevaluatingdifferentmarketsegments,afirmshouldlookatthreefactors:segmentsizeandgrowth,segmentstructuralattractiveness,andcompanyobjectivesandresources.5.(T)Brandingcanaddconsumervaluetoaproduct.6.(F)EDLPisverysimilartohigh-lowpricing.7.(T)Pricingstrategiestendtochangeandevolveastheaverageproductpassesthroughitslifecycle.8.(F)Whenusingproductbundlepricing,sellerscombineseveraloftheirproductsandofferthebundleatanincreasedpriceforincreasedprofit.9.(T)Amajorroleplayedbyintermediariesistobuylargequantitiesofproductsfrommanyproducersandbreakthemdownintothesmallerquantitiesandbroaderassortmentswantedbyconsumers.10.(F)DepartmentstorescarrynarrowproductlineswithdeepassortmentswithinthoselinesSECTION2:MultipleChoice：ChooseJustOneAnswer(Total20,2Marks/Question)1.AtwhatstageofthePLC(ProductLifeCycle)canahigherpriceusuallybecharged?（A）A.IntroductionB.GrowthC.MaturityD.DeclineE.R&DEra2.Selectingwhichsegmentsofapopulationofcustomerstoserveiscalled______C.__A.CustomizationB.PositioningC.TargetingD.Segmentation.3.Thestorecarriesamixofautomotive,outdoor,sporting,anddecorationgoodsaswellashousewares.Whattermwoulddescribeitsproductline?(B)A.ComplexityB.BreadthC.Depth2D.Richness4.Anadvertisingobjectiveisclassifiedbyitsprimarypurpose,whichistoinform,persuade,or___A._____A.RemindB.EncourageC.ExplainD.Advise5.Questionssuchas:”Whatadsdoyourememberseeingyesterday?”areanexampleofwhattypeofpost-test?(B)A.AidedrecallB.UnaidedrecallC.InquirytestD.Attitudetest.6.OneofthefollowingisNOTacriteriawhenformingsegments:(D)A.PotentialforhigherprofitsandROI.B.SimilarityofneedsC.DifferenceinneedsofbuyersamongsegmentsD.Fewercustomercomplaints.7.Intermediariesmaketheflowofproductsfromproducerstobuyerspossiblebyperformingthreebasicfunctions:(C)A.Production,transmissionanddisplayB.Assorting,storingandsortingC.Transactional,logisticalandfacilitationD.BuyingsortingandfinancingE.Risktaking,transportingandgrading.8.Whichofthefollowingtypesofretailerslikelyrequiretheiremployeestofocusmostonassistingcustomersastheyshop?(A)A.Full-serviceretailerB.Self-serviceretailerC.Limited-serviceretailerD.Off-priceretailer9.P&GsellssixbrandsoflaundrydetergentintheUnitedStates,eachdesignedforoneofsixlaundrysegmentsP&Ghasidentified.Together,thesesixbrandstake62%ofmarketshare.WhichofthefollowingisadisadvantageofP&G'sdifferentiatedmarketingstrategy?(C)A.Lostcustomerloyalty.B.LackofresourcesinmarketingC.Increasedofcostinmarketingforeachdifferentbrandsandsegments.3D.Othersupplierscontrollingprice10.WhichofthefollowingisNOToneofthefourmajorcommunicationfunctions?(A)A.NoiseB.FeedbackC.EncodingD.DecodingSectionThree:EssayQuestions1.Brieflyexplaintheconceptsofneeds,wantsanddemands.Pleasegiveanexampleforeachconcept.（15points）AnswersHumanneedsarestatesoffeltdeprivation.Needsarepartofthehumanmake-up;theyarenotcreatedbyexternalforces.Humanshaveabasicphysicalneedforfood,clothing,warmth,andsafety;abasicsocialneedforbelongingandaffection;andabasicindividualneedforknowledgeandself-expression.Unlikeneeds,wantsarenotinnate;instead,wantsareneedsshapedbyculture,society,andindividualpersonality.Forexample,anAmericanneedsfoodbutwantsaBigMacandasoftdrink.AnAmericanwithtendollarsneedsfood,wantsaBigMacandsoftdrink,anddemandslunchatMcDonalds.Wantsbecomedemandswhentheyarebackedbyconsumers'buyingpower.Marketersconductextensiveresearchtounderstandcustomers'wantsanddemands.Theythenattempttofulfillcustomers'wantsanddemandsthroughtheirmarketofferings.2.“Shanghai”Watchwasbornin1955.ThisbrandaccompaniedChinesepeopleforover50years.From1950sto1970s,ShanghaiWatchwasthebestwatchinChineseconsumersmind.However,withthemarketdevelopmentandopenpolicyinChina,moreandmoreforeignbrandsenteredChinesemarket.ShanghaiWatchsalesdeclineddramatically.Someyoungconsumersevendon’tknowthisbrandname;someoldconsumersarenotsurewhetherShanghaiWatchisstillinthemarket.41)WhatstageofProductLifeCycleisShanghaiWatchat?(1marks)Pleasedescribethecharacteristicsofthisstage.(10marks)AnswersDeclinestage(1mark)Itcouldbedeclinestageormaturestage,eitheroneiscorrect.ThefollowingsarecharacteristicsofeverystageofPLC,mustidentify5characteristics.2pointsforeach.52)WhatcouldShanghaiWatchdotolengthenitsProductLifeCycle?Pleasegivesomesuggestions.(12marks)AnswersModifytheProductModifytheMarketDiversification4pointsforeach.Studentsshouldgivedetailsofwhattodo.Ifonlylistingtheterms,theygetonly2point.63)PleaseexplainwhatIntegratedMarketingCommunicationistoShanghaiWatchCo.management(2marks).AnddesignanIntegratedMarketingCommunicationcampaignforShanghaiWatch.(8marks)IMC：integrationthedifferentmarketingpromotionalelementstoconveyaconsistentmessage.(integration,promotionalelements,consistency,synergy)IMCprogram:TargetMarket:2pointMessage:2pointPromotionalElements:atleast2promotionelements