营销英语期末试题及答案

营销英语期末试题及答案

一、考试说明本试题适用于营销英语课程期末考核，旨在考察学生对营销领域核心英语术语、理论及应用能力的掌握程度考试时间90分钟，总分100分请在答题卡指定位置作答，字迹清晰，答案准确

二、试题部分

（一）单项选择题（共30题，每题1分，共30分）从每题所给的A、B、C、D四个选项中，选出最佳答案Which of the following is NOTone of the4Ps in marketingtheoryA.ProductB.PriceC.PolicyD.PromotionIn marketing research,primary datarefers to______.A.Data collecteddirectly fromsources likesurveys orinterviewsB.Information alreadypublished byother researchersC.Data aboutcompetitors productsonlyD.Historical salesrecordsThe term brand equityis bestdefined as______.A.The value of a brand interms of customer loyaltyB.The costof developinga newbrandC.The priceof aproduct in the marketD.The numberof brandlogos sold第1页共14页Which of the following is anexample ofpublic relationsPRin marketingA.Running TV commercialsB.Press releasesabout a companys CSRinitiativeC.Offering discountsto customersD.Creating a new productdesignSWOT analysisis usedto evaluatea companys______.A.Market shareand revenueB.Strengths,Weaknesses,Opportunities,ThreatsC.Customer demographicsD.Product qualityratingsThe conceptof marketsegmentation involves______.A.Setting pricesbased onproduction costsB.Dividing the market intogroups withsimilar needsC.Promoting productsthrough multiplechannelsD.Creating newproduct featuresInconsumer behavior,perception refers to______.A.How consumerschoose to buy productsB.The processof selecting,organizing,and interpretinginformationC.The totalamount ofmoney a consumer spendsD.The brandaconsumerprefersDistribution channelsin marketing include______.A.Retail stores,wholesalers,and onlineplatformsB.Product designteams第2页共14页C.Advertising agenciesD.Customer servicedepartmentsThe termUSP in marketing standsfor______.A.Unique SellingPropositionB.Ultimate SalesPlanC.Unfair ServicePolicyD.Universal ProductStandardTarget audienceinmarketingrefers to______.A.The totalpopulation in a regionB.The specificgroup ofconsumers acompany aimsto reachC.Competitors customersD.The mostprofitable customersWhich of the followingis a typeof digitalmarketingA.Direct mailcampaignsB.Social mediaadvertisingC.Billboards onhighwaysD.Radio commercialsCustomer retention inmarketing focuseson______.A.Attracting newcustomersB.Keeping existingcustomers loyalC.Increasing productpricesD.Reducing productioncostsThe term market penetrationmeans______.A.Entering anew marketwith existingproductsB.Increasing salesof existingproducts incurrent markets第3页共14页C.Stopping sales inasaturated marketD.Developing newproducts fornew marketsBrandawareness ismeasured by______.A.How manycustomers canrecognize a brandB.The profitabrandgeneratesC.The numberof brandfollowers onlineD.The priceof abrands productsIn marketing research,focus groupsare usedto______.A.Collect numericaldata fromlarge samplesB.Get in-depth opinionsfrom asmall groupof participantsC.Analyze historicalsales dataD.Compare pricesof similarproductsThe marketingmix includes all of the followingEXCEPT______.A.ProductB.PlaceC.ProfitD.PromotionCustomer lifetimevalue CLVrefersto______.A.The totalrevenue a customer generatesover timeB.The costof acquiringanewcustomerC.The numberof timesacustomerbuys a productD.The satisfactionlevel ofa customerWhich of the followingisNOT aform ofsales promotionA.Discount coupons第4页共14页B.Free samplesC.Brand storytellingD.Flash salesPositioninginmarketingis about______.A.Setting aproducts priceB.How consumersperceive aproduct relativeto competitorsC.Choosing whereto sellaproductD.Creating aproducts featuresThetermmarket research involves______.A.Analyzing customerneeds andmarket trendsB.Designing newproduct packagingC.Training salesteamsD.Managing customercomplaintsE-commerce refersto______.A.Selling productsthrough physicalstoresB.Buying andselling onlineC.Promoting productsvia emailD.Offering after-sales servicesInmarketing,loyal customersare thosewho______.A.Buy productsfrequently fromabrandB.Never switchto competitorsC.Complain aboutproduct qualityD.Only buyon saleTheproduct lifecycleincludesallstages EXCEPT______.A.Introduction第5页共14页B.GrowthC.MaturityD.InnovationDifferentiation inmarketing means______.A.Making aproduct uniquecompared tocompetitorsB.Lowering productpricesC.Selling to a narrowmarket segmentD.Changing productpackagingWhich of the followingisaB2B Business-to-BusinessscenarioA.A store selling clothes to acustomerB.A manufacturerselling rawmaterials toa clothingbrandC.A company selling makeupdirectly toconsumersD.A restaurantselling foodto touristsSocial media marketingtypically uses______.A.Blogs andarticlesB.Facebook,Instagram,and TikTokC.TV commercialsD.Newspaper adsThetermbrandloyalty isclosest to______.A.Customer satisfactionB.Repeat purchasesC.Brand awarenessD.Product qualityMarketshare isdefined as______.第6页共14页A.The percentageof totalsalesina marketheld byacompanyB.The numberof productssold ina yearC.The profitacompanymakes perproductD.The marketvalueofa companyConsumerrights inmarketinginclude______.A.The rightto safetyand truthfuladvertisingB.The righttobuyproducts atany timeC.The rightto freeproductsD.The rightto ignorepromotionsThe4Cs inmarketing area modernadaptation ofthe4Ps,replacing Productwith______.A.Customer needsB.CostC.ConvenienceD.Communication

（二）多项选择题（共20题，每题2分，共40分）每题有多个正确答案，多选、少选或错选均不得分Whichofthe following are coreelements ofthe7Psmarketing mixSelect all that applyA.ProductB.PriceC.PlaceD.PeopleE.Process第7页共14页Inmarketing,promotion includes which ofthe followingSelect all that applyA.AdvertisingB.Sales promotionC.Public relationsD.Direct marketingE.PricingThe STPtheory inmarketing consistsof whichsteps Selectall that applyA.Market segmentationB.TargetingC.PositioningD.PromotionE.Product developmentWhichofthe following aretypes ofmarketresearchmethodsSelect all that applyA.SurveysB.Focus groupsC.Case studiesD.Secondary dataanalysisE.Competitor analysisBrandstrategy typically includeswhich ofthefollowingSelect all that applyA.Brand positioningB.Brand identitydesign第8页共14页C.Brand extensionD.Brand licensingE.Brand loyaltyInconsumer behavior,factors affectingpurchasing decisionsinclude______.Select allthat applyA.Social classB.Cultural backgroundC.Personal incomeD.Family sizeE.Marketing messagesWhichofthefollowing arecommon digitalmarketing channelsSelect allthat applyA.Search engineoptimization SEOB.Pay-per-click PPCadsC.Email marketingD.Mobile marketingE.Direct mailMarketingmetrics usedto measureperformance include______.Select allthat applyA.Customer acquisitioncost CACB.Customer lifetimevalue CLVC.Market shareD.Sales revenueE.Product quality第9页共14页Whichofthefollowing are examplesofcustomerrelationshipmanagement CRMSelect allthat applyA.Collecting customerdataB.Personalizing marketingmessagesC.Offering loyaltyprogramsD.Resolving customercomplaintsE.Designing productpackagingThe termmarket entrystrategy includeswhich approachesSelect allthat applyA.Market penetrationB.Market developmentC.Product developmentD.DiversificationE.Market segmentationInadvertising,creative brieftypicallyincludes______.Select allthat applyA.Target audienceB.Key messageC.Budget constraintsD.Brand voiceE.Product priceWhichofthefollowingaretypes ofdistribution strategiesSelect allthat applyA.Intensive distributionB.Selective distribution第10页共14页C.Exclusive distributionD.Direct distributionE.Indirect distributionSWOT analysis helpsidentify a companys______.Selectall that applyA.StrengthsB.WeaknessesC.OpportunitiesD.ThreatsE.Sales volumeInmarketingresearch,qualitative dataincludes______.Select allthatapplyA.Customer surveysB.Focus grouptranscriptsC.Interview notesD.Sales figuresE.Social mediacommentsBrand imageis shapedby______.SelectallthatapplyA.Logo designB.Advertising campaignsC.Customer reviewsD.PackagingE.Price pointWhichofthefollowingareB2C Business-to-Consumerexamples Selectallthatapply第11页共14页A.A bankselling loansto individualsB.An onlinestoresellingclothesto customersC.A manufacturerselling partstoacar companyD.A restaurantselling mealsto familiesE.A softwarecompanysellingtools tobusinessesMarketing ethicsinvolves______.SelectallthatapplyA.Being honestin advertisingB.Respecting customerprivacyC.Avoiding misleadingclaimsD.Ensuring faircompetitionE.Using sustainablepracticesWhich ofthefollowingare salespromotion toolsSelectall thatapplyA.DiscountsB.Free samplesC.CompetitionsD.Loyalty cardsE.BillboardsIn contentmarketing,whichofthefollowingare commonformatsSelectallthatapplyA.Blog postsB.VideosC.InfographicsD.PodcastsE.TVcommercials第12页共14页Market sizeis influencedby______.SelectallthatapplyA.PopulationB.Income levelsC.Consumer preferencesD.Competitor presenceE.Product price

（三）判断题（共20题，每题1分，共20分）对的选A（True），错的选B（False）Marketing isonly aboutselling productstocustomers.The4Ps werefirst introducedinthe1950s.Market segmentationmeans dividingthemarketinto smallgroups.Brand equityhas noimpact ona companysprofitability.Digital marketingis moreeffective thantraditionalmarketing.Customerretentionis moreexpensive thancustomeracquisition.SWOTanalysisis usedto evaluateacompanysinternal andexternalfactors.Primary datais alwaysmore reliablethan secondarydata.Socialmediamarketing focusesonly onFacebook andInstagram.USP standsfor UniqueSales Point.第13页共14页B2B marketinginvolves transactionsbetween businessesandconsumers.12第14页共14页。