中级-Marketing及答案解析.doc

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1、中级-Marketing 及答案解析(总分：76.00，做题时间：90 分钟)一、Ways of promoting yo(总题数：1，分数：11.00)Packaging Personal selling Point of sale advertising Public relations PublicitySales literature Showrooms Sponsorship Telephone salesTrade fairs and exhibitions Word of mouth（分数：11.00）(1).Brochures, leaflets and catalogues

2、can describe your product in more detail and give more information than an advertisement. Potential customers can be sent direct mail. _（分数：1.00）填空项 1:_(2).Displays in retail outlets (supermarkets, chain stores, etc.) can attract the attention of potential customers. _（分数：1.00）填空项 1:_(3).Labels and

3、presentation increase the impact of your product. _（分数：1.00）填空项 1:_(4).You can contribute to the cost of a sporting or artistic event, where your brand name or logo is displayed prominently. _（分数：1.00）填空项 1:_(5).Potential customers can come to your premises and see a display or a demonstration of yo

4、ur products and get hands-on experience. _（分数：1.00）填空项 1:_(6).Your company takes a stand or mounts an exhibit to enable customers to see your products and talk to your representatives. _（分数：1.00）填空项 1:_(7).“The public are informed of a new development through newspaper articles. You can inform the p

5、ress by issuing press releases. _（分数：1.00）填空项 1:_(8).PR can ensure that your firm keeps a high profile, and that people are aware of your good reputation and image. _（分数：1.00）填空项 1:_(9).Existing customers tell their friends or colleagues about your product and hopefully recommend it to them. _（分数：1.

6、00）填空项 1:_(10).Your staff can call customers, or customers can call a toll-free number to request sales literature or ask for information. _（分数：1.00）填空项 1:_(11).Your rep can visit customers: this is the most effective method of promotion, but also the most expensive. _（分数：1.00）填空项 1:_二、The story of

7、the Swa(总题数：1，分数：12.00)Listen to the broadcast about the success of the Swatch. Decide whether these statements are true () or false ().1.Swiss luxury watch manufacturers were doing badly in the 1980s.2.Electronic digital watches were invented in Switzerland.3.The first digital watches were manufact

8、ured in the Far East.4.According to market research consumers preferred analogue watches.5.ETA developed the technology to make quartz analogue watches.6.ETAs new product would be easy to repair.7.Swatches would be fashion items, not timepieces.8.In 1985 ETA spent $30 million on advertising in the U

9、SA.9.ETA promoted Swatches by sponsoring sports.10 There were many kinds of Swatches: some even tasted of strawberries.11 It wasnt possible for customers to buy a Swatch at a discount.12 ETA didnt produce as many Swatches as customers wanted. （分数：12.00）_三、Brand names(总题数：1，分数：8.00)Are brand names be

10、ing pushed off the shelf?According to the Wall Street Journal: “More and more shoppers are by- passing household names for the cheaper, no-name prod- ucts one shelf over. This shows that even the biggest and strongest brands in the world are vulnerable.“It has been clear for some time - principally

11、since recession began to be felt in the major economies of the world - that the strength of brands has been under fire. During the second half of the eighties, the Japanese, for example, showed themselves willing to pay a huge pre- mium to buy goods with a smart label and image to match: they were f

12、ashion victims par excellence, be it in choosing their luggage (Louis Vuitton was much favoured) or in buying their booze, where a 20-year-old version of a good malt whisky could fetch the equiv- alent of 60 or more. Over the past year or two, that en- thusiasm to spend big money on a classy label h

13、as waned markedly.But we may be witnessing the death of the brand.First, every story that now appears about the troubles being experienced by makers of luxury goods triggers wise nods and told- you-so frowns.Two days ago, LVMH in France, which owns Moet et Chandon champagne, Louis Vuitton and the Ch

14、ristian Lacroix fashion house, reported lower earnings for the first half of 1993 than it did a year ago. As David Jarvis, in charge of the European operations of drinks company Hiram Walker, puts it: “A few years ago, it might have been considered smart to wear a shirt with a designers logo embroid

15、ered on the pocket; frankly, it now seems a bit haft.“This conclusion fits with ones instincts. In the straitened nineties, with nearly 3 million out of work and 425,000 people officially classed as homeless in England alone, conspicuous consumption now seems vulgar rather than chic.But just because

16、 flashy, up-market brands have lost some of their appeal, it does not follow that all brands have done so. Cadburys Dairy Milk is just as much a brand as Cartier watches. Tastes may have shifted downmarket, but that does not mean that they have shifted from flash-brand to no brand.The second strand

17、of the brand argument is tied intimately with the effects of recession. No one yet knows to what extent the apparent lack of some brands appeal is merely a temporary phenomenon. It may well be that, deep down, we would still love to own a Louis Vuitton suitcase rather than one from Woolworths but wh

18、ile we are out of work or fearing that our job is at risk, we are not prepared to express that preference by actually spending the cash.Third, the example of Marlboro is an extreme one. The difference in price be- tween premium brand cigarettes and budget rivals in the US had become huge during the

19、1980s: a packet of Marlboro or Camel might cost 80 per cent more than a budget variety. Few brands in any area of consumer goods could hope to maintain so great a premium indefi- nitely.And fourth, in looking at the brands argument globally, it is too easy to become misled by what is happening in an

20、 individual market. In the UK as a whole, about one third of groceries are under super- markets own labels. In the USA the proportion is only 20 per cent. But it does seem that the gradual shift from manufacturer-branded to retailer-branded goods is worldwide.As David Jarvis of Hiram Walker says: “W

21、e believe that brands will retain their halo, but people are less inclined to pay for something just because its a fashion ac- cessory. They need to be re- assured that the product is intrinsically better.“Reports of the death of the brand have been exag- gerated. Reports of the death of the de luxe

22、 brand may“ be premature, but sound much more plausible.（分数：8.00）(1).Consumers often prefer to buy _ unbranded products rather than more _ branded goods. The reason for this seems to be the worldwide _ in major economies.（分数：1.00）_(2).In Japan consumers are less likely to buy goods with a fashionabl

23、e _（分数：1.00）_(3).In the present economic climate it seems _ to spend money on expensive designer products.（分数：1.00）_(4)._ brands are less popular, but _ brands are still important.（分数：1.00）_(5).Maybe, when the recession is over, designer brands will regain their（分数：1.00）_(6).In the 80s, famous-brand

24、 cigarettes cost _ per cent more than cheap brands. This difference is no longer so _（分数：1.00）_(7).In the USA proportionally _ own-label brands are sold than in Britain.（分数：1.00）_(8).The consumer wont buy branded goods unless they are _（分数：1.00）_四、Think marketing(总题数：1，分数：5.00)1. （分数：5.00）_五、Preposi

25、tions - 6(总题数：1，分数：10.00)share . with specialize in submit . to subscribe to superior totake into consideration take over from valid for waste . onwithdraw from（分数：10.00）(1).Does anyone in the department _ The Economist?（分数：1.00）填空项 1:_(2).Theres no point in _ money _ radio commercials.（分数：1.00）填空项

26、1:_(3).One of the factors that we should _ is the size of the market.（分数：1.00）填空项 1:_(4).You should _ a copy of the report _ head office.（分数：1.00）填空项 1:_(5).I think we should try to _ our contract.（分数：1.00）填空项 1:_(6).We believe that our product is _ theirs.（分数：1.00）填空项 1:_(7).Can I _ some of this wo

27、rk _ you?（分数：1.00）填空项 1:_(8).Their agency _ public relations.（分数：1.00）填空项 1:_(9).This guarantee seems to be _ every country except ours!（分数：1.00）填空项 1:_(10).Ill _ you if you need a break.（分数：1.00）填空项 1:_六、Comparing and contra(总题数：0，分数：0.00)Fill the gaps in these sentences with information from the p

28、ie chart.（分数：8.00）(1)._ is the most popular colour for cars in Britain.（分数：1.00）填空项 1:_(2)._ is the second most popular colour for cars in Britain.（分数：1.00）填空项 1:_(3).White cars are 20 per cent more popular than _ _ is 13 per cent less popular than white. _ isnt as popular as white.（分数：1.00）填空项 1:_(

29、4).Green cars are not quite as popular as _ ones. _ cars are a little more popular than green ones.（分数：1.00）填空项 1:_(5)._ cars are just as popular as gold ones.（分数：1.00）填空项 1:_(6)._ seems to be the least popular colour for cars in Britain. _ is the most unpopular colour for cars in Britain.（分数：1.00）填

30、空项 1:_(7).Twice as many yellow cars are sold as _ cars in Britain. Half as many _ cars are sold as yellow cars.（分数：1.00）填空项 1:_(8).10 per cent more red cars are sold than _ cars. 9 per cent fewer _ cars are sold than red ones. Not as many _ cars are sold as red ones.（分数：1.00）填空项 1:_九、Each of these s

31、enten(总题数：6，分数：6.00)2.Canada doesnt produce as many cars than Erance（分数：1.00）填空项 1:_3.More cars are manufactured in Japan as any other country.（分数：1.00）填空项 1:_4.Much many cars are made in germany than in Russin.（分数：1.00）填空项 1:_5.Japan is largest manufacturer of cars in the world.（分数：1.00）填空项 1:_6.3

32、million lesser cars are made in spain than in germany.（分数：1.00）填空项 1:_7.About half as many cars are produced in Italy than in France.（分数：1.00）填空项 1:_十、Write four more sent(总题数：4，分数：4.00)8.The USA _ the UK.（分数：1.00）填空项 1:_9.South Korea 1 the UK.（分数：1.00）填空项 1:_10.Mexico 1 Germany.（分数：1.00）填空项 1:_11.G

33、ermany 1 in the world.（分数：1.00）填空项 1:_12.Our product is the cheapest on the market. _（分数：1.00）_13.Our product is the least expensive on the market. All the other_（分数：1.00）_14.There are fewer competing brands on the market nowadays than ten years ago. There arent as many_（分数：1.00）_15.One third of con

34、sumers prefer their product to ours. Three times as_（分数：1.00）_16.All other features of the product are more important than its colour. The least_（分数：1.00）_17.Both the price and the design are equally important to our customers. The price is just as_（分数：1.00）_18.Our product costs slightly less than t

35、heirs does. Their product costs a little_（分数：1.00）_19.Their product is nothing like as attractive as ours, we feel. Our product is far_（分数：1.00）_20.Its a bit more difficult to service the new model than the old one. It isnt quite_（分数：1.00）_21.Their product is not as reliable as ours. Our product is_

36、（分数：1.00）_22.Our product is more widely available than most of the competing brands. Most of the_（分数：1.00）_23.Price is not as important as quality, as far as our customers are concerned. Quality _（分数：1.00）_中级-Marketing 答案解析(总分：76.00，做题时间：90 分钟)一、Ways of promoting yo(总题数：1，分数：11.00)Packaging Personal selling Point of sale advertising Public relations PublicitySales literature Showrooms Sponsorship Telephone salesTrade fairs and exhibitions Word of mouth（分数：11.00）(1).Brochures, leaflets and catalogues can describe your product in more detail and giv