课程名称︰休闲农业行销管理
课程性质︰生物产业传播暨发展学系选修课；休闲事业管理学程课程
课程教师︰谢铭逢
开课学院：生物资源暨农学院
开课系所︰生物产业传播暨发展学系
考试日期︰2013年04月12日(五)，13:20-16:20
考试时限：180分钟
是否需发放奖励金：是
试题 :
　　　　　　　　　　　　　　　　　Midterm Exam
　　　　　　　　　　　　　　　　休闲农业行销管理
I. Multiple Choice Questions (单选题, 40 points)
1. _______ can be defined as the difference between benfits that a customer
　 gains and costs to the customer from the consumption process.
　 a. Customer expectation
　 b. Customer perception
　 c. Customer satisfaction
　 d. Customer value
2. What are the four commonly recognised characteristics of services?
　 a. intangibility, separability, variability and perishability.
　 b. intangibility, separability, seasonality and perishability.
　 c. intangibility, inseparability, invariability and perishability.
　 d. intangibility, inseparability, variability and perishability.
3. Efforts to manage supply and demand, such as lowering the prices during slow
　 periods, are in response to which service characteristic?
　 a. Intangibility
　 b. Perishability
　 c. People as part of product
　 d. Distribution channel
4. Which of the following strategies does a firm adopt if it sells existing
　 products to new markets or market segments?
　 a. Market penetration
　 b. Market development
　 c. Product development
　 d. Diversification
5. Which of the following statements is NOT correct regarding SWOT analysis?
　 a. SWOT is an acronym for strengths, weaknesses, opportunities and threats.
　 b. Strengths and weakness are internal business factors.
　 c. Opportunities and threats refer to external factors.
　 d. A SWOT analysis is less useful for tourism companies than for
　　　manufacturing companies.
6. A good positioning statement does all of the following EXCEPT
　 a. creating an image for the operation.
　 b. differentiating from the competition.
　 c. communicating benefits.
　 d. demonstrating the price/value of offerings.
7. Lifestyle is a pattern of individual and social behaviour characteristic of
　 an individual or a group that both influences and reflects a person's
　 _________ behaviour.
　 a. athletic
b. consumption
c. romantic
d. hygiene
8. A benefit is what a product’s features will do for or give to a _________.
a. consumer
b. manager
c. owner
d. government
9. Which of the following is normally the first step of a marketing research
process?
a. Research design.
b. Questionnaire design.
c. Problem definition.
d. Pilot test.
10. Which of the following should be avoided when structuring or designing a
questionnaire?
a. List generic and non-threatening questions at the beginning of the
questionnaire
　　b. Keep items short and clear
　　c. Use negative form questions
　　d. Place personal, sensitive and confidential questions at the end of
　　　 questionnaire
11. Which of the following statements regarding data collection methods is
　　true?
　　a. Mail surveys are inexpensive but flexible.
　　b. Phone interviews are expensive but can use a longer list of questions.
　　c. Personal interviews are relatively inexpensive and permit face-to-face
　　　 assessment of respondents’ reactions.
　　d. Mail surveys are the least expensive but often achieve a poor response
　　　 rate.
12. Interviewing customers shopping in a local mall without any preset
　　criteria is a
　　a. purposive sampling.
　　b. convenience sampling.
　　c. simple random sampling.
　　d. cluster random sampling.
13. Which of the following is the target of internal marketing?
　　a. Senior managers.
　　b. Customers.
　　c. Employees.
　　d. None of the above.
14. Which of the following service quality gaps happens when the customers'
　　service experience is inconsistent with their expectation?
　　a. Misunderstanding.
　　b. Communication.
　　c. Overpromising.
　　d. Expectations.
15. _________is a set of actions that frontline service employees perform to
　　solve a customer problem and keep the customer coming back despite the
　　problem's occurrence.
　　a. Service recovery
　　b. Service failure
　　c. Service delivery
　　d. Service guarantee
16. __________ refers to all internal and external aspects of a service
　　provider's physical facilities.
　　a. Servicescape
　　b. Service guarantee
　　c. Service promise
　　d. None of the above
17. A difference between new product development for durable goods and new
　　product development for tourism is that tourism usually involves:
　　a. bringing the product to the consumer
　　b. bringing the consumer’s relatives to the product
　　c. bringing the consumer to the product
　　d. bringing the product to the consumer’s relatives
18． Carlson company brings synergy among different divisions, such as
　　hospitality service, travel agencies, and marketing, to the world
　　marketplace. This is an example of
　　a. product leadership.
　　b. product differentiation.
　　c. market penetration.
　　d. diversification.
19. Which of the following is one of the advantages of focus group interviews?
　　a. Free of social pressure.
　　b. Flexibility in time and location.
　　c. Group dynamics.
　　d. None of the above.
20. Which of the following can be regarded as special feature(s) of tourism
　　services?
　　a. seasonality and unclear ownership.
　　b. shorter exposure to services.
　　c. more emotional buying appeals.
　　d. all of the above.
Please copy your answers to the following table.
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II. Essay Questions (申论题, 60 points)
1. (20 points) Farmer Tsai has been growing organic strawberries at 苗栗大湖
　 for several years. One day, he thought that he should redirect his farm to
　 become a leisure farm where customers can pick up strawberries and enjoy the
　 beautiful view of the surrounding environment of his farm. So, he would like
　 to conduct a marketing research, and learn more about his competitors.
　 (a) What are the steps in a marketing research process?
　 (b) About competitors, what type of analysis should he adopt? Explain in
　　　 details what to be included in his analysis.
2. (20 points) Year 2013’s Taiwan Lantern Festival (台湾灯会) was held in
　 Hsinchu county (新竹县). Suppose that you are assigned to be the director of
　 this event.
　 (a) What are the components that you would include in your plan about such a
　　　 tourism product? Explain each component in further details.
　 (b) Which of the components do you think is the most important / critical
　　　 one? Explain.
3. (20 points) From the example of 薰衣草森林,
　 (a) What do you learn about the roles of employees in their service delivery
　　　 system?
　 (b) What is the major product strategy that 薰衣草森林 uses to differentiate
　　　 themselves from others? Explain.