2011-2012第一學(xué)期標準答案及評分標準

1、洛陽理工學(xué)院 2011/2012 學(xué)年 第一學(xué)期國際市場營銷期末考試試題卷標準答案及評分標準part i 填空：標準答案：1. creating; exchanging2. opportunities (o) and threats (t); strengths (s) and weakness (w).3. gross; disposable; discretionary4. socialization5. opinion6. purchase decision process7. repeated experience; thinking8. results; happening9. sy

2、stematic; objective; exploratory; conclusive10. segment; target; position11. core product, actual product; augmented product12. functions and benefits13. introduction; growth; maturity; decline14. brand stretching15. primary; secondary; shipping16. market penetration; product development; market dev

3、elopment; diversification評分標準：每空1分，共40分part ii 選擇：標準答案：1-5: d b a b a 6-10: c b d d d評分標準：每個選項2分，共20分part iii 簡答：標準答案：1. product life cycle (plc) is the stage through which individual products develop over time. the classic product life cycle has four stages: introduction, growth, maturity, and decl

4、ine.characteristics of each state: introduction stage: cost is very high, sales volume is low and there is no/little competition.（2分）growth stage: cost reduced due to economics of scale, sales volume and profits increases significantly, and competition begins to increase.（2分）maturity stage: cost ver

5、y low, sales volume peaks, and competition is most intense, price wars, at this point the market reaches saturation.(2分)decline stage: cost becomes high, sales volume decline, profitability diminish.（2分）評分標準：以上四點每點2分，本小題共8分。2. price skimming: the practice of introducing a new product on the market w

6、ith a high price and then lowering the price over time.（3分）for example, when the ball pen firstly appeared in the american market, its producer renault sold them to its retailers at $10, and then the ball pen are sold to customers at $20 (the market price >140 rmb), though the cost is only $0.5.

7、the price is high, however, customer were willing to buy, because at that time customers were curious about this type of pen. as time went on, other producers were attracted by the high profit and developed the same business, and now, the cost has been lowered significantly, and the market price is

8、only around 1rmb.（3分）評分標準：以上每點3分，本小題共6分。3. five forces model: 標準答案：評分標準：以上圖示共5部分，每答對一點得1分，本小題共5分。4. follow the steps of the marketing plan 標準答案：defining the business mission （1分） setting marketing plan objectives （1分） performing a situation analysis （1分） defining a target market （1分） establishing co

9、mponents of the marketing mix（1分） implementation plan（1分）評分標準：以上每點1分，本小題共6分。part iv 標準答案：(1) the theoretical basis is the product life cycle (plc)（2分）, the japanese companies extended the plc by selling tv which were inits decline stage in japan to chinese market in which the black-and-white tv was in its introduction stage.