SECTION1: TrueandFalse Foreachofthefollowing,placea“T”ifthestatementis“true”,“F”ifthestatementisfalse.(20marks) ___F___1.Whenthepricesetterstressesthesupplyorcostsideofthepricingproblem,theyareusingcompetition-orientationpricing.__F___2.Whenaconsumerlearnsaboutanewproductforthefirsttimeandmakesadecisiontotryit,theconsumerisengagedinthealternativeevaluationprocess.___T___3.Consumerspositionproductsintheirmindsinordertosimplifythebuyingprocess.__F____4.Theretailpositionmatrixmakesuseofthesetwodimensions:widthanddepthofproductline.____T__5.Whenacompanychoosesatargetmarketingstrategy,itschoicesareinfluencedbyfactorsrelatedtocompanyresources,thedegreeofproductvariability,andtheproduct'slife-cyclestage__T____6.Thepurchaseofabottleofwaterisalow-involvementpurchase.__F____7.Intensivedistributionseeksmanyoutletsinamarket,whileselectivedistributionseeksonlyoneoutletinagivenmarketarea.__T___8.Thefrequentuseofpromotionalpricingcanencouragecustomerstoonlybuywhenabrandisonsale_F_____9.Directmarketingrarelyoccursonaone-to-one,interactivebasis.__F___10.Inintroductionstage,acompanyretainstheproductbutreducesmarketingsupportcosts.Section2：MultipleChoices(20marks,2foreach)1._____c_____isthetermthatdescribestheactionsapersontakesinpurchasingandusingproductsandservices.a) Marketingb) Marketresearchc) Consumerbehaviord) Consumermanagemente) Purchasedevelopment2.A“quality”messagemaybeusedfortheHUMmerswhilea“connectivity”messagemaybeusedfortheExecutiveWarriors.Thisisanexampleof__________.a) positioningb) selectivemarketingc) brandingd)marketsegmentatione) targetingAns:a3.Theframeworktorelatethemarketsegmentsofpotentialbuyerstoproductsofferedorpotentialmarketingactionsbythefirmiscalled:da)Actiongridb)Relationgridc)Productgridd)Procuduct/Marketgrid.4.Tohandleproductsinthedeclinestageoftheproductlifecycle,companiesoftenuseeither__________.a) diversificationorharvestingb) diversificationorcontractingc) deletionorharvestingd) deletionordiversificatione) buildingorcontractingAns:c5.Pricingconstraintsare__________.a) barriersthatmustbeovercomeinordertosetpricingobjectivesb) competitivepricingadvantagesonefirmhasoveranotherc) differentpricingstrategiesforeachofthefirm'sproductsd) factorsthatlimittherangeofpricesafirmmaysete) anothernamefordemandcurvesAns:d6.Whenafirmdistributestotwoormoredifferenttypesofchannelsforthesameproduct,thisiscalled:Da)Doublechanneldutyb)Dualnetworkc)Splitdistributiond)Dualdistribution7.__________isthemarketingoftwoormoreproductsforasingle"package"price.a) Packagedpricingb) Loss-leaderpricingc) Bundlepricingd) Tie-inpricinge) Multi-productpricingAns:c8.___________ariseswhenonechannelmemberbelievesanotherchannelmemberisengagedinbehaviorthatpreventsitfromachievingitsgoals.a) Channelconflictb) Disintermediationc) Cross-dockingd) Partnershipinconsistencye) RelationshipvarianceAns:a9.Whichmethodofclassifyingretailoutletswouldbemostappropriatefordescribingallfranchiseoperations?a) Formofownershipb) Levelofservicec) Merchandiselined) Methodofoperatione) RevenuegeneratedAns:a10.Inwhichformofretailoutletwouldcustomersbeofferedconvenience,qualitypersonalserviceandlifestylecompatibility?a) Corporatechainb) Administeredsystemc) Contractualsystemd) IndependentretailerAns:dSECTION3:SHORTANSWERS(60marks)1. Distinguishbetweenadirectandanindirectchannel(6marks).Pleasegiveanexampleforeachchannelstructure(4marks)Ans:adirectchanneloccurswhenaproducerandultimateconsumersdealdirectlywitheachother.Becausetherearenointermediaries,theproducermustperformallchannelfunctions.Indirectchannelsoccurwhenintermediariesareinsertedbetweentheproducerandconsumersandperformnumerouschannelfunctions.2.Describethecharacteristicsofeachstageofproductlifecycle.Anddiscusstheroleofpromotioninthefourstagesoftheproductlifecycle(20marks)Ans:Thefirststageisintroduction.Theprimaryjobforpromotionhereistoinformandincreaseawarenessoftheproductamongconsumers.(5markseachstage)Thesecondstageisgrowth.Heretheprimarytaskistopersuadetheconsumertobuyyourbrandratherthansubstitutes.Thethirdstageismaturity.Here,youwanttomaintainexistingbuyersandremindconsumersoftheproduct'sexistence.Thefourthandfinalstageisdecline.Thisisusuallyaperiodofphase-outfortheproductandlittleeffortormoneyisexpended,especiallyinsalespromotions.3.AssumeyouaremanagerofTheOutbackSteakHouse,afranchisedrestaurantthathasnewlyopenedinShanghai.Describehowyouwouldsegmentthemarketaccordingtosegmentationbases,usingasmanysegmentationvariablesasyoucanandexplainingwhyeachvariableisappropriate. (20marks)Ans:[Studentsmightselectanysegmentationvariables]However,themostlikelyincludethese:Thefirstdimensionwouldbegeographicwithsegmentationvariablesdesignedtodescribethosepeoplewithinareasonabledrawareaaroundtherestaurant.TheycouldbedefinedbyZIPCode,censustractorsubdivision.Thenextdimensionshouldbedemographics,includinghomeowners,youngadults,married,probablywithchildren.Alsoimportantwouldbehouseholdincome,perhapsrelatedtooccupations.TheOutbackmanagerwouldseekthosepeoplewhohadnotonlytheneed,butalsothemeanstodineattherestaurantanddemographiccorrelationscanberathereasilymadewithregardtothosefactors.Thepsychographicdimensionwouldincludevariablessuchasextroverted,gregariousandthosefondofpleasuressuchaseatingout.Segmentationaccordingtothebenefitsdimensioncouldincludeconvenienceandeconomyrelativetomoreexpensiverestaurants.Asfortheusagedimension,itwouldbewelltoseekmediumandheavyusersincluding,perhaps,thosepeoplewhomightdineatTheOutbackmorethanonceamonth,sincerepeatbusinessisthekeytosuccessinthissortofventure.4.Youwillbegraduatingsoonandhavebeenoffered"thejobofyourdreams".Thenewposition,however,requiressometravelingsoyouwillneedacar.Youcurrentlydonothaveone.Whatdecisionprocesswillyougothroughtopurchaseanautomobile? (10marks)Ans:Thispurchasewouldrequirefivepurchasedecisionstages:Problemrecognition:thecarisneededforthenewjob.Informationsearch:Checkinternalandexternalsources.Alternativeevaluation:objectiveandsubjectiveattributesconsideredfromconsiderationset.Purchasedecision:decisionmadeafterjudgingthealternatives.Post-purchaseevaluation:evaluatecarintermsofexpectations.
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