学生姓名__________ 学号__________ 所在院系______ 班级___________

-------------------------------请在装订线以下答题-----------------------------------------------

烟台大学2011～2012学年第 2 学期

__营销英语_试卷A

考试时间为120分钟

Part One: Listening （20%）

一、 Listen to the dialogue carefully and try to retell the main idea to your partner. （10%）

二、 Listen to the dialogue carefully and answer the questions according to what you hear. （10%）

1. How many sales representatives does Mr. Smith have?

2. Why Jack Zhang is hesitant to appoint Mr. Smith as their agent?

3. What kind of advantages does Mr. Smith have as an agent?

Part Two: Translation （40%）

一、 Translate following phrases into Chinese (20%)

Executive overview:

Market analysis:

Current situation:

Trends in the market:

Market segments:

Target market and customers:

Competitive analysis:

Industry overview:

Changes in the industry:

Primary competitors:

二、 Translate following phrases into English (20%)

目标： 财务目标：

营销目标： 营销战略：

定位： 分销：

预算： 现金流：

销售评估： 调整：

Part Three: Basic Knowledge （20%）

一、 Choose the best answer according to the principles of price.

1. Which one of the following is the best example of a variable cost for a business?

a. rent b. insurance c. advertising d. salaries

2. Which one of the following terms describes the practice of forcing an independent company to charge a certain price for one’s own company’s product?

a. retail price maintenance. b. deceptive pricing c. price fixing

d. manufacturer’s suggested retail price

3. The practice of advertising a product at a low price to attract consumers and then promoting a more expensive product is called

a. double ticketing b. false sales prices c. discounted sales d. bait-and –switch

4. The strategy of setting a low initial price for a new product or service in order to attract consumers is called .

a. penetration pricing b. market skimming c. premium pricing d. competitive pricing

5. Selling the consumer a larger portion of a product for a slightly higher price is a pricing policy called .

a. super sizing b. everyday low prices c. price lining d. leader pricing

6. The pricing policy under which the retailer and the consumer make offers and counteroffers until an agreement is reached is called .

a. negotiated pricing b. interest-free pricing c. combo pricing d. psychological pricing

7. Using typical consumer behaviour to forecast pricing is called .

a. negotiated pricing b. interest-free pricing c. combo pricing d. psychological pricing

8. Overall profit for a period of time is called

a. price discounts b. return on investment c. purchase discounts d. all of the above

9. The final price charged in international markets consists of

a. tariffs b. shipping costs c. currency exchange values d. all of the above

10. Which of the following costs can increase the price of goods and /or services in international markets?

a. Translation services b. packaging regulations c. special taxes d. all of the above

Part Four: Close （20%）

Read the following passage and choose the correct forms of the given words to fill in the blanks.

Monetary money positioning financial price purchase affect benefit compared strategic

Price is the amount of (1) charged for a product or service or the value exchanged for the (2) of the product or service. The price of a product may be seen as a (3) expression of the value of that product.

For a consumer, price is the (4) expression of the value to be enjoyed of (5) a product, as (6) with other available items.

One of the four major elements of the marketing mix is (7). Pricing is an important (8) issue because it is related to product (9). Furthermore, pricing (10) other marketing mix elements such as product features, channel decisions, and promotion.