unit 1 the marketing budgetexam: unit 11、the word budget comes from a german word“bougette”.
2、marketing budget is the sum of money allocated for the marketing purpose and the summary of intended expenditures along with proposals for how to meet them.
3、if the company adopts the affordable approach, that's probably because the company's management regards marketing as a cost.
4、marketing enjoys serious consideration from the management if the company adopts the affordable approach.
5、if the company adopts the percentage of sales approach, then a percentage of current or anticipated sales is allocated to marketing actions.
6、if the company calculates the cost of reaching its specific marketing objectives, then it can adopt the more sensible objective-and-task approach.
7、the adoption of the objective-and-task approach suggests that the company is more particular about cost control.
8、by adopting competitive parity means that the company wants to spend as much as the biggest and closest competitor does and even to beat (to spend more than) the competitor in terms of marketing.
9、remaining funds suggest that the size of the budget is decided by how much is left or how much the company can afford.
10、under the objective-and-task approach, the size of the budget depends on how many marketing activities it plans to carry out and the scale and level of difficulty of these tasks.
unit 2 price and pricingexam: unit 21、the costs of product usually consist of：
a、material costs
b、labour costs
c、distribution costs
d、marketing costs
2、appropriate pricing can contribute to marketing success, while inappropriate pricing can lead to marketing failure.
3、if you buy or sell something at a premium, you buy or sell it at a higher price than usual.
4、competitive advantage is a business concept describing attributes that allow an organization to outperform its competitors.
5、premium pricing strategy can also reflect and reinforce the company's positioning in the market.
6、if the company wants to win a large market share with its product in a new market as soon as possible, the price will be fixed at an artificially low level, even lower than the market average.
7、supermarkets often use economic pricing strategy to promote their private label products.
8、the private label products usually have very plain package and prices much lower than that of other branded products.
9、price skimming is a strategy often used by hi-tech companies that have products which have no substitute in the market for the time being.
10、the purpose of product bundle pricing is to remove old stock.
unit 3 sales promotionsexam: unit 31、advertising is _______ in nature and invites consumers to purchase products or services through touching images, sounds, or alluring experiences.
a、emotional
b、sensational
c、beautiful
d、joyful
2、savvy business owners often run promotions on popular items to increase ____or to give consumers a reason to try something new and different.
a、magic
b、scientific
c、traffic
d、static
3、buy-one-get-one-free deals (aka bogo) are among the most frequently used in-store promotional methods. within business circles, they are often referred to as “__________”.
a、self-reliant;
b、self-dependant;
c、self-liquidating;
d、self-imaging
4、the advantage of sales promotion is that they are not too expensive for the company when compared with __________ advertising mediums like television or newspaper.
a、above-the-line
b、below-the-line
c、under-the-line
d、through-the-line
5、coupons entitle the holder to either a specified saving on a product or a cash _____.
a、retry;
b、revive;
c、retrieve;
d、refund
6、____________ is a certificate that grants buyers a discount when they purchase a specified product.
a、gift
b、coupon
c、free shipping
d、limited-time offer
7、____________ give consumers a deal for buying more of a product.
a、bulk purchase promotions
b、limited-time offers
c、coupons
d、punch cards
8、sam‘s club of walmart charges a small fee buy-in that gives customers extra discounts and first pick of services. what type of promotion strategy it is?
a、limited-time offer
b、punch cards
c、customer loyalty programs
d、free trials
9、generally, there are two types of sales promotions: ________ sales promotions and _______ sales promotions.
a、consumer
b、market
c、client
d、trade
10、if your promotional activities are focused on ________, _________ or _________, then it is known as trade promotions.
a、consumer
b、dealers
c、distributors
d、agents
unit 4 personal sellingexam: unit 41、the earliest forms of personal selling involved _________ systems. the participants in a transaction directly exchange goods or services for other goods or services without using money.
a、barter
b、exchange
c、trade
d、market
2、____________ depends on physical boundaries to organize sales force with customer accounts.
a、territorial sales structure
b、product sales structure
c、market/customer sales structure
d、mixed sales structure
3、which sales structure can be confusing for buyer when different sales forces are promoting different products of the same brand to the same buyer?
a、territorial sales structure
b、product sales structure
c、market/customer sales structure
d、mixed sales structure
4、during which step, a salesperson meets the customer for the first time?
a、prospecting and qualifying
b、preapproach
c、approach
d、presentation
5、which is the concluding/last step of selling process?
a、handling the prospect's objections
b、presentation
c、follow-up
d、closing the sale
6、when the salesperson tries to close the sale, they can use several closing techniques, such as:
a、asking for the order
b、reviewing points of agreement agents
c、asking the buyer to clarify any objections
d、offering to help write up the order
7、the sales force is the link between the company and its customers.
8、the sales force and other marketing functions should work separately when creating value for customers.
9、in today's digital world, many customers still heavily rely on information and assistance provided by salespeople.
10、nowadays, technology is assisting salespeople, rather than replacing them.
unit 5 public relationsexam: unit 51、the pr specialists create and put newsworthy information in the news media to attract the audience's attention. this pr activity is called _____________.
a、product publicity
b、press relations
c、public affairs
d、government relation
2、the relationships built and maintained with community is called ___________.
a、product publicity
b、press relations
c、public affairs
d、government relation
3、the pr specialists pay close attention to government policy changes, and try to help local governments with projects of public management. this pr activity is called _____________.
a、product publicity
b、press relations
c、public affairs
d、government relation
4、pr specialists may utilize several pr ________, or we can call them channels.
a、means
b、methods
c、approaches
d、tools
5、which of the following is/are not the principles of pr crisis management?
a、responsiveness
b、deception
c、transparency
d、sincerity
6、the pr activities are mainly associated to two dimensions. they are:
a、corporate ability
b、corporate reputation
c、cooperate interests
d、corporate social responsibility
7、the aspects of corporate social responsibility promoted include:
a、environmental stewardship
b、philanthropic contribution
c、educational commitments
d、industry leaderships
8、for companies, they use pr to build good relations with their stakeholders which only include consumers and investors.
9、companies are not only to inform the shareholders about their fiscal performance during the past year, but also to make the shareholders stay optimistic about the companies' future.
10、in the case of starbucks' pr crisis, it is unwise that starbucks quickly responded to the public right after the breakout of the rumour.
unit 6 consumer marketexam: unit 61、cultural factors exert deep and _______ influence on consumer behaviours.
a、little
b、profound
c、moderate
d、proper
2、the buyer's characteristics which may influence how he or she will ________ or react to the stimuli.
a、perceive
b、think
c、assume
d、appreciate
3、___________ are a society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviours.
a、cultures
b、values, beliefs and attitudes
c、social classes
d、personal factors
4、_________ is a person's way of living as expressed in his or her psychographics. it involves a person's activities, interests and opinions.
a、hobby
b、lifestyle
c、social status
d、life-cycle
5、many characteristics may influence buyer's perceptions and responses. the major categories of characteristics include: ______.
a、cultural characteristics
b、social characteristics
c、c.personal characteristics
d、psychological characteristics
6、it is not difficult to find out what, where and how much consumers buy, but the whys are the hardest to answer.
7、a child in america is typically taught the values of collectivism, personal success and achievement, frugality, material and mental enjoyment and filial obedience to parents.
8、word-of-mouth, which are words from small groups or other social members, can have a powerful impact on consumer buying behaviour.
9、according to traditional researches, family members can strongly influence buyer behaviour.
10、one's occupation and economic situation, which are often independent from each other, affect consumer's preferences and choices.
unit 7 business marketexam: unit 71、business buyers usually face more complex buying decisions and longer and more ________ decision process.
a、difficult
b、sensitive
c、regulated
d、formalized
2、large business purchases usually call for detailed product specifications, written purchase orders, careful searches and formal ________.
a、approvals
b、agreements
c、consents
d、proofs
3、b2b marketers may roll up their ________ and work closely with their business customers during all stages of the buying process.
a、trousers
b、sleeves
c、shirts
d、suits
4、in a __________, the buyer reorders without making any modifications.
a、new task
b、modified rebuy
c、straight buy
d、straight rebuy
5、in _________, companies put their purchasing requests online and invite suppliers to bid for the business.
a、reverse auctions
b、online trading exchanges
c、extranet link with suppliers
d、company buying sites
6、within the organization, buying activity consists of two major parts: __________ and _______.
a、the buying location
b、the buying centre
c、the buying procedure
d、the buying decision process
7、in large business markets, a large number of buyers account for most the purchasing.
8、business demand is a kind of derived demand: it ultimately derives from the demand for consumer goods.
9、the modified rebuy is when a company plans to buy a product or service for the first time.
10、business buyers respond to both economic factors, not personal factors.
unit 8 retailing and wholesalingexam: unit 81、some retailing stores provide a narrow product line, but with a rich variety, such as bookstores, apparel stores, sporting-goods stores, and furniture stores. those are called _____________.
a、department stores
b、specialty stores
c、supermarkets
d、convenience stores
2、which of the following is not the feature of supermarkets?
a、low-cost
b、low-margin
c、low-volume
d、self-service
3、__________ is the practice of shoppers visiting stores to learn about and try products and later purchasing them at lower prices online.
a、prospecting
b、warehousing
c、retailing
d、showrooming
4、____________ are independently owned businesses that take title to all merchandise handled.
a、merchant wholesalers
b、brokers
c、agents
d、retailers
5、factory outlets are owned and operated by manufacturers, offering favourable prices on a wide range of mostly ________, _______, or _______ goods.
a、surplus
b、discounted
c、household
d、irregular
6、the dramatic growth of digital shopping, or combined digital and in-store shopping, has added a new dimension to shopper marketing.
7、discount store is a store that carries standard merchandise sold at lower prices with lower margins, with low volumes.
8、the wholesaler has more contacts and is often more trusted by the buyer than the distant manufacturer.
9、brokers and agents, are different from merchant wholesalers. they do take possession of the goods.
10、the distinction between large retailers and large wholesalers is increasingly obvious.
unit 9 supply chains & marketing channelsexam: unit 91、channel ________ refers to the disagreements among marketing channel members on goals, roles, and rewards.
a、conflict
b、mistake
c、confusion
d、chaos
2、downstream partners are mainly the __________ who directly sell the cars to the customers.
a、suppliers
b、distributors
c、intermediaries
d、clients
3、the _______ flow is part of the logistics, including transporting and storing goods.
a、payment
b、physical
c、information
d、ownership
4、for ________ flow, the channel members help negotiate with the buyers to reach an agreement on price and other terms of the offer.
a、payment
b、physical
c、information
d、ownership
5、the supply chain consists of two major parties. they are ________ partners and _________ partners.
a、upstream
b、upper level
c、downstream
d、lower level
6、all the members in the channel are connected by several types of flows. these include _____________.
a、the physical flow of products
b、the flow of ownership
c、the payment flow
d、information flow
7、marketing channels are part of the upstream partners.
8、it is a good idea to involve as many channel members as possible.
9、direct marketing channel has no intermediary level. the company sells directly to consumers.
10、horizontal conflict occurs among firms at the same level of the channel. whereas vertical conflict occurs between different levels of the same channel.
unit 10 media strategyexam: unit 101、the objectives that a good brand will achieve include to deliver the _______ clearly to confirm your credibility, to emotionally connect your target prospects with your product and or service.
a、picture
b、message
c、painting
d、drawing
2、the word media refers to the means of _________.
a、telecommunication
b、communication
c、imagination
d、stratification
3、promotion relies heavily on various forms of _______.
a、advertising
b、communication
c、media
d、intermediary
4、a media strategy involves identifying the following:
a、the characteristics of target audience
b、the characteristics of the media
c、the media mix
d、the characteristics of the employees
5、an integrated marketing communication approach may involve the following:
a、tv commercials
b、public relations
c、events
d、direct response media
6、the media strategy is concerned with how messages will be delivered to consumers or niche markets.
7、the integrated marketing communications approach involves multiple channels of media.
8、a media strategy is a plan of action that helps businesses reach their target audience, and by reaching their target audience they improve their overall conversion rate.
9、marketing through mobile apps and social media would be not so effective for reaching the teenage demographic as print and traditional media would be.
10、marketing through mobile print and traditional media is more effective for reaching the older consumers.
unit 11 social media marketingexam: unit 111、great content is the fuel that drives your digital marketing activities. which of the following statements about content is not true?
a、it is a key pillar of modern seo.
b、it helps the company get noticed on social media.
c、it generates something of value to offer customers in paid search ads.
d、it is not necessarily relevant to the audience.
2、marketing automation is an ________ platform that ties all digital marketing together.
a、integral
b、integration
c、interchangeable
d、international
3、paid search, or pay-per-click (ppc) advertising, typically refers to the “___________ result” on the top or side of a search engine results page (serp).
a、sponsorship
b、sponsored
c、sponsoring
d、sponsor
4、search engine optimization is the process of maximizing the number of visitors, also known as _______, to a company’s website by ensuring that the site appears high on the list of results returned by a search engine.
a、transportation
b、traffic
c、travel
d、trace
5、no longer passive participants in a one-sided marketing promotion, consumers are __________ by the internet and become autonomous authors, publishers and critics.
a、empowered
b、emancipated
c、incarnated
d、entrenched
6、__________ marketing is the promotion of products or brands using electronic devices or the internet.
a、digital
b、electric
c、computer
d、monitor
7、successful email campaigns must be:
a、engaging
b、relevant
c、informative
d、entertaining
8、marketers can try the following white hat seo methods to improve search rank by improving the user’s experience on the website:
a、increasing keyword depth
b、increasing keyword frequency
c、increasing interlinking
d、improving the organization of content on the page
9、creating highly readable content that is not promotional in nature, but instead educates and inspires, is very tough and not well worth the efforts.
10、marketing automation software measures the processes and roi of the digital marketing campaigns, helping the business to grab revenue faster.
unit 12 buzz marketingexam: unit 121、social media participants in any particular virtual community can be divided into three segments:
a、influencers
b、individuals
c、consumers
d、suppliers
2、people would tend to believe in what their friends or relatives say in terms of what to buy.
3、unfavourable word of mouth publicity is highly harmful for the brand.
4、marketing buzz originally referred to oral communication, but in the age of web 2.0, social media are now the dominant communication channels for marketing buzz.
5、by intentionally "leaking" some information of the new product, a company creates a buzz around a launch or an event.
6、the challenge for the marketer is to understand the potentially complex dynamics of the virtual community.
7、development of a social media marketing strategy does not need to take into account interaction with traditional media.
8、there is a growing connection between marketing buzz and traditional television broadcasts.
9、a significant emphasis has been put on the use of online content to generate buzz about a product, service, or company.
10、for advertising to generate effective positive buzz, research has shown that it must engage the viewer's emotions in a controversial way.
unit 13 global marketingexam: unit 131、_______ are limits on the amount of foreign imports that they will accept in certain product categories.
a、tariffs
b、quotas
c、exchange controls
d、non-tariff trade barriers
2、in which type of industrial structure, the vast majority of people engage in simple agriculture?
a、subsistence economies
b、raw material exporting economies
c、industrializing economies
d、industrial economies
3、the bric countries (brazil, russia, india, and china) belong to which type of industrial structure?
a、subsistence economies
b、raw material exporting economies
c、industrializing economies
d、industrial economies
4、which economies are rich in one or more natural resources but poor in other ways, and much of their revenue comes from exporting these resources?
a、subsistence economies
b、raw material exporting economies
c、industrializing economies
d、industrial economies
5、the aspects of international marketing environment include:
a、the international trade system
b、economic environment
c、political-legal environment
d、cultural environment
6、nations differ greatly in their political-legal environments. which is/are major factor(s) to consider regarding the political-legal environment?
a、the country's attitudes toward international buying
b、government bureaucracy
c、political stability
d、monetary regulations
7、subsistence economies are good markets for large equipment, tools and supplies, and trucks.
8、subsistence economies trade goods among themselves, and also export their goods to other types of economies for raw materials and semi-finished goods.
9、when there are changes in government, international marketers might prefer export marketing to direct foreign investment.
10、business norms and behavior vary from country to country.
unit 14 sustainable marketingexam: unit 141、green products tend to be more expensive because the _________ may cost more than the conventional ones.
a、ingredients
b、delivery
c、packaging
d、promotion
2、one aspect of sustainable-marketed product is using ___________ manufacturing and distribution methods that minimize the company's carbon footprint.
a、less
b、light
c、clean
d、simple
3、a place-related sustainable marketing area of increased interest is buying ________.
a、internationally
b、globally
c、domestically
d、locally
4、which of the following statements is/are true about the aims of sustainable marketing?
a、to meet consumer and business user needs
b、to utilize society's natural, human, and cultural resources responsibly
c、to ensure a better quality of life now and for future generations to come
d、to increase profits.
5、which of the following is/are key driving factors of companies' adopting sustainable marketing?
a、customer demand for socially responsible products and actions
b、companies demand sustainability initiatives from their suppliers
c、new regulations and public policies
d、increasing cost and volatile prices of natural resources
6、sustainable marketing calls for socially and environmentally responsible actions that meet the immediate needs of customers and the company.
7、environmentalists are against marketing and consumption.
8、organic food grown with natural fertilizers may be less expensive than those foods not utilizing natural fertilizers.
9、strong sustainable brands should have a brand image of the product or service having a positive impact on people and the environment.
10、to survive in the market, some green product marketers use effective targeting to minimize the green price gap.
final review管理英语2/营销英语2期末复习1、in _________, companies put their purchasing requests online and invite suppliers to bid for the business.
a、reverse auctions
b、online trading exchagnes
c、extranet link with suppliers
d、company buying websites
2、an intermediary is a _____
a、middleman
b、deliveryman
c、gatekeeper
d、judge
3、which of the following is synonymous with the word practicality?
a、feasibility
b、possibility
c、sensibility
d、vitality
4、which of the following is related to the word recreational?
a、leisure
b、creation
c、innovation
d、imagination
5、which of the following is the antonym of transparent?
a、opaque
b、transplant
c、clarity
d、transcend
6、business buyers usually face more ______ buying decisions as well as longer and more ________ decision making process.
a、complex
b、difficult
c、formalized
d、sensitive
7、roles involved in a decision making unit (dmu) include:
a、influencers
b、initiators
c、deciders
d、buyers
8、successful social media marketing campaigns should be
a、relevant
b、engaging
c、informative
d、entertaining
9、the organizations that make up the supply chain are linked together through __________ and________
a、physical flows
b、information flows
c、payment flows
d、human resources
10、supply chain activities cover everything from product development, _______, _________, and _______, as well as the information systems needed to coordinate these activities.
a、sourcing
b、production
c、logistics
d、financing
11、marketing channels are part of the upstream partners.
12、one’s occupation and economic situation, which are often unrelated, affect consumer’s preferences and choices.
13、if a company adopts the affordable approach when it comes to budgeting for marketing, that's probably because the company's management regards marketing as a cost.
14、it a company adopts captive productive pricing approach, it sets a relatively low price for the captive product, but a high price for its core product.
15、it is becoming easier for consumers to distiniguish large retailers from large wholesalers.
16、discount store is a store that carries standard merchandise sold at lower prices with lower margins but high volumes.
17、for reaching the older demographic, marketing through mobile apps and social media would be more effective than the print and other traditional media.
18、the sales force and other marketing functions should work separately to create value for customers.
19、a business market is generally made up of businesses which buy products and raw materials for their own operation/resale.
20、industrial markets have a much smaller target audience than other markets because the products and services they supply are not focused on a mass market.
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