D. 第
B. Discuss and agree on cooperative approach.
C. Assign tasks.
D. Establish legal identity.
E. Establish Committees.
7.Goods and services that people buy infrequently and with care are called products;
goods and services that people buy frequently and without much thought are called products.
A. convenience; shopping
B. shopping; convenience
C. convenience; unsought
D. unsought; convenience
8.In which stage of the Product Life Cycle (PLC) is competition at its greatest?
A. The introduction stage.
B. The growth stage.
C. The maturity stage.
D. The decline stage.
9.In the broadest sense, price is the sum of that customers exchange for benefits.
A. dollars B currency C. all the values D. commodities
10.A company can stay in business as long as its price covers .
A. variable costs and some fixed costs
B. total costs
C. fixed costs and some variable costs
D. all costs plus a small profit
二、判断题：（每题2分，共20分）
11.The Robinson-Patman Act seeks to prevent unfair price discrimination by ensuring that
all members at a given level in the channel of distribution are offered the same terms by the seller. （）12."Optional product pricing” is adding services to the base product to differentiate it from
competitors and justify higher prices and margins. （）13.All marketing employees are responsible for setting the ethical tone for the entire
marketing organization. （）14.Green marketing refers to the development, pricing, promotion and distribution of
products that do not harm the environment. （）15.Every country and culture has a history that will greatly affect both the market and the
marketer. （）16.When Coca-Cola and Nestle formed a joint venture to market ready-to-drink coffee and
tea worldwide, they formed a horizontal marketing system. （）17.The use of two or more marketing channels to reach the same target market is referred
to as dual channeling. （）18.The president of Hoppity Flea Collars does not find it necessary to conduct much
marketing research because the telephone selling campaign has been such a successful
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marketing strategy. Hoppity has a marketing orientation. （ ） 19. A marketing exchange cannot take place unless each party in the exchange has
something that the other party values. （ ） 20. When retailers develop private brands to compete with producers' brands, the type of
marketing channel conflict is vertical. （ ）
三、名词解释（每题5分，共25分）
21. International Marketing.
22. The marketing information system.
23. Positioning
24. The theory of business orientation
25. Cooperative Strategies.
四、问答题（共3题，共35分）
26. Describe the process of designing and developing a new product.（本题11分）
27.What are the objective of pricing a product?（本题12分）
28.How does international trade finance? What are the most commonly used payments of
international trade?（本题12分）
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