08级市场营销学考试题

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1、东莞理工学院（本科）试卷（A卷）2010-2011学年第一学期题序IIIIIIIV总分得分评卷人《市场营销学》试卷开课单位：外语系考试形式:闭卷，只允许带入场题号12345678910答案注意事项：请务必将答案填入下列《答题表》内。未填入在《答题表》内的不予计分。《答题表》PartI.UnderstandingtheConcept:MultipleChoiceQuestions（共60题，每题0.5分）(窘做氐M盗塚惭)题号11121314151617181920答案题号21222324252627282930答案题号3132

2、3334353637383940答案题号41424344454647484950答案T?题号51525354555657585960答案题号61626364656667686970答案PartII.ApplyingtheConcept:TrueorFalseSelection（共40题,每题1.0分）题号71727374757677787980答案题号81828384858687888990答案题号919293949596979899100答案PartIII.DiscussingtheConcepts2题，每题15分）Your

3、AnswertoQuestion101:YourAnswertoQuestion102:《试题册》PartI.UnderstandingtheConcepts:MultipleChoiceQuestions（共60题，何:题0.5分）Directions:Thereare60questionsinthispart.Foreachquestion,therearefourchoicesmarkedci,b,c,andd.Youshoulddecideonthebestchoiceandfilloutthecorrespondin

4、gletterontheAnswerTable.Foreachquestion,onlyonechoiceiscorrect.1.Marketingseekstocreateandmanageprofitablecustomerrelationshipsbydeliveringtocustomers・a.competitivepricesb.superiorvaluec.superiorserviced.superiorpromotion2.ismanagingprofitablecustomerrelationships.a

5、.Managementb・Controlc.Marketingcl.Humanresources3・Thetwofoldgoalofmarketingistokeepandgrowcurrentcustomersandto・a.attractnewcustomersbypromisingsuperiorvalueb.keepandgrowcurrentcustomersbydeliveringcompetitivepricingc.keepandgrowcurrentcustomersbydeliveringfriendlys

6、erviced・keepandgrowcurrentcustomersbydeliveringvastproductassortment4.Highlysuccessfulcompaniesknowthatiftheytakecareoftheircustomers,willfollow.a.frequentgoodwordofmouthb.marketsharec.profitsd.marketshareandprofits5.Today,marketingmustbeunderstoodintermsofnotjustma

7、kingasalebutalso・a.satisfyingcustomers，needsb.understandingcustomers5valuec.understandingcustomers9self-imagesd.advertisingbrilliantly6.Youhavelearnedfromexperienceaswellasfromthiscoursethatthemostbasicconceptunderlyingmarketingisthatof.a.sellingandadvertisingb.cust

8、omeridentificationc.retainingcustomersd.humanneeds7-Astheycreatebrandexperiences,smartmarketerslookbeyondtheoftheproductsandservicestheyse