First, multiple-choice questions (65438+ 0 points for each question, ***30 points)
1. In summer, "Bosideng" down jacket sells well in the off-season through discounts and other promotional measures. It can be seen that manufacturers deeply understand that the demand for down jackets belongs to ()
A. Potential demand B. Adequate demand C. Irregular demand D. Excessive demand
2. In recent years, many refrigerator manufacturers have held high the banner of "environmental protection" and "health" and successively launched fluorine-free refrigerators. Their marketing management philosophy is ()
A. sales concept B. production concept C. marketing concept D. social marketing concept
In the microwave oven industry, Galanz occupies more than half of the market share, and its financial resources are rolling in. According to the analysis method of Boston Consulting Group, the microwave oven is Galanz's ()
A. question mark strategy division B. star strategy division C. cash cow strategy division D. dog strategy division
4. Shandong Sanlian's main business is home appliance sales. In recent years, it has extended its tentacles to catering, real estate, tourism and other businesses. This diversified growth mode belongs to ()
A. Group diversification B. Concentric diversification C. Horizontal diversification D. Joint diversification
5. If several enterprises in the same industry implement indifference marketing, the competition in the larger sub-market will become more and more fierce, and the demand in the smaller sub-market will not be met. This tendency to pursue the largest sub-market is called ()
A. Marketing myopia B. Super-segmentation strategy C. Anti-segmentation strategy D. Most fallacies
6. When the Spring Festival, Mid-Autumn Festival, Valentine's Day and other festivals come, many businesses advertise heavily. To promote their own products. Their market segmentation method is ()
A. Geographical segmentation B. Population segmentation C. Psychological segmentation D. Behavior segmentation
7. The marketing manager takes a series of actions to make the actual marketing work as consistent as possible with the original plan, and constantly corrects the strategy through continuous evaluation and information feedback in the control. This behavior is called () A. Annual plan control B. Profitability control C. Efficiency control D. Strategic control.
8. "Giant" Bicycle Company is a Santana automobile manufacturer () A. Expected competitor B. General competitor C. Product form competitor D. Brand competitor 9. Business with high opportunities and threats belongs to ().
A. ideal business B. risky business C. mature business D. difficult business
10. Wang Gang is buying a two-bedroom and two-bedroom house, and his purchase behavior should belong to ().
A. Habitual buying behavior B. Seeking diversified buying behavior C. Solving uncoordinated buying behavior D. Complex buying behavior
1 1. When designing an experiment, a company first selects several dealers and checks their weekly sales; Then hold a trade fair to measure its possible sales; Finally, compare the sales volume with the previous sales volume and make a final decision. This experimental design is ()
A. simple time series experiment B. repeated time series experiment C. before and after control group analysis D. factorial design
12. It is a product category. The sales target set by the enterprise department or sales representative is called () A. Enterprise potential B. Market demand C. Sales quota D. Market potential.
13. When forecasting the sales of a new product and existing products in new areas or through new distribution channels, it is best to adopt () A. Expert opinion method B. Market inspection method C. Time series analysis method D. Linear trend method.
14. The purpose of the enterprise's decision to choose reusable packaging is (a) to save costs, (b) to facilitate customers' purchase and use, (c) to expand product sales by giving consumers extra benefits, and (d) to avoid the marketing failure of one commodity from affecting the reputation of other commodities.
15. China's washing machine industry is in a mature stage, and manufacturers can adopt correct () A. Centralized decision B. Shrinking decision C. Quick order grabbing decision D. Product improvement decision.
16. Compared with black-and-white TV sets, flat-screen color TV sets belong to () A. Brand-new products B. Substitute products C. Improved products D. Imitation products.
17. When pricing a product line, we must consider the degree of interaction between products and items. If the cross elasticity of demand is positive, then these two products are () A. Complementary products B. Optional products C. Conditional products D. Substitutes.
18. A certain automobile manufacturer gives extra preferential treatment to regional sales agents all over the country, so as to urge them to realize the "four-in-one" function of sales, spare parts supply, maintenance and information provision. This discount strategy belongs to () A. Cash discount B. Quantity discount C. Trade discount D. Promotion discount.
19. Some companies let consumers operate a small terminal through the video information system and order the goods displayed on the screen with intercom closed-circuit television. This form of distribution belongs to ().
A. Direct selling B. Purchasing services C. Automatic selling D. Direct marketing
20. Generally speaking, the main type of wholesaler is ().
A. broker B. merchant wholesaler C. agent D. manufacturer's representative
2 1. When choosing the location of the warehouse, the enterprise should make the warehouse as close as possible to the large outlets, so that the large goods can take a relatively short journey. This method is called ()
A. center of gravity method B. maximum capacity method C. minimum distance method D. minimum freight method
22. Different promotion methods have different effects on buyers at different stages of purchase preparation, such as awareness, understanding, trust and ordering. Among them, in the trust stage, the biggest influence on buyers is
() A. Advertising B. Promotion C. Publicity D. Personnel promotion
23. In a certain period of time, the number of times different people or families plan to contact the media at least once is called () A. Contact frequency B. Contact transmission rate C. Contact influence D. Weighted contact times.
24. In the process of visiting sales, the sales staff of an enterprise can observe the customer's reaction with their own eyes, try to figure out their psychology, constantly improve the presentation methods and methods of sales, and finally facilitate the transaction. This shows that personnel sales have)
A. public relations B. pertinence C. flexibility D. complexity
25. In order to achieve the expected sales quota, enterprises should also take corresponding incentive measures, the most common of which is ().
A. Bonus B. Travel C. Commission D. competitive sales
26. In the marketing professional organization type, the advantage of product organization form is ().
A. be able to effectively coordinate various marketing functions. B. pay attention to the overall concept. C. it can avoid the contradiction between unclear powers and responsibilities and multi-head leadership. D. the product manager can obtain sufficient authority.
27. The percentage of customers who buy the products of this enterprise accounts for all customers of this product is called ().
A. Customer loyalty B. Customer selectivity C. Customer penetration D. Price selectivity
28. Some service companies charge lower prices when providing customers with the first service, hoping to get more business, and then the business will cost higher prices. This service pricing skill is ()
A. biased pricing method B. sacrificial pricing method C. differential pricing method D. stage pricing method
29. In order to avoid some unnecessary troubles, China company should adopt (A. Medium pricing B. High pricing C. Transfer pricing D. Low pricing 30. In the form of international strategic alliances, the strategic alliances divided by region and cooperation network form are () A. Unilateral and multilateral alliances B. Complementary and accepting alliances C. Multi-level cooperation alliances D.
More than two multiple-choice questions (2 points for each question, *** 10)
1. The product life cycle includes ()
A. Introduction period B. Growth period C. Maturity period D. Decline period E. Innovation period
2. The commodity pricing method is usually ()
A. cost-oriented pricing method B. competition-oriented pricing method C. demand-oriented pricing method D. understanding value pricing method E. penetration pricing method
3. When evaluating the channel scheme, the standard adopted is () of the scheme.
A. Economy B. Controllability C. Adaptability D. Target E. Rationality
4. The corporate image system includes ()
A. Mind recognition system B. Behavior recognition C. Visual recognition system D. Brand recognition system E. Culture recognition system
5. The whole process of consumer buying behavior includes ()
A. Arousing demand B. Collecting information C. Evaluating scheme D. Deciding to buy E. Feeling and behavior after buying
A multiple choice question 1. C2 d 3 . C4 . a5 . D6 . D7 . D8 . B9 . b 10。 D 1 1。 A 12。 C 13.B65438. 438+07D 18。 C 19。 D 20。 B 2 1。 A handful of 22. D 23。 B 24。 C 25。 C 26。 A handful of 27. C 28。 B 29。 B 30。 A
Two or more options 1, ABCD 2, ABC 3, ABC 4, ABC 5, ABCDE.
Three-noun explanation questions
1. Market research Market research refers to the process that an enterprise uses scientific methods to fully or partially understand users, their purchasing power, buyers, purchasing habits, future purchasing trends and peers according to the purpose of investigation.
2. The product market life cycle refers to a cyclical process from production, growth, maturity to elimination from entering the market to exiting the market.
3. Promotion activities are all kinds of behaviors that help or persuade customers to buy a certain commodity or service by publicizing the advantages of products.
4. Every link in the process of products in the sales channel from the production field to the consumption field. In other words, the sales channel refers to all enterprises or individuals who cooperate in the production, distribution and consumption of a produced commodity or service.
5. Psychological pricing strategy This is a strategy that uses consumers' psychological bearing characteristics of commodity prices to set prices.
Fourth, judge and correct the wrong questions. . . .
1. The sales channel is a very long channel, only through the first-class middlemen. (×) should be corrected to read: The sales channel that only goes through the first-class middleman is a short channel.
2. If an enterprise wants to expand product sales, it is necessary to set the product price lower in order to achieve the goal of "small profits but quick turnover". ( √
Five short answer questions. . . .
1. Briefly describe the factors that enterprises should consider when carrying out promotion combination.
Solution: (1) Promotion purpose; (2) product nature; (3) product market life cycle; (4) market characteristics; (5) promotion budget; (6) Other applicable conditions.
2. Briefly describe the advantages and disadvantages of direct channels.
Solution: (1) Direct selling channel refers to a sales channel in which enterprises sell products directly to consumers. (2) Its advantage is to save transaction time; (3) the disadvantage is that there are a large number of sales or users, which on the one hand increases the workload of enterprises, on the other hand limits the scope of activities of enterprises.
3. What are the pricing strategies for new products?
Solution: (1) high price strategy; (2) Low price strategy; (3) satisfaction strategy;
4. What is the central idea of marketing concept?
Solution: (1) The key to achieving the goal of an enterprise is to judge the demand of the target market; (2) more effectively meet the needs of consumers than competitors.
Six essay questions. . . .
1. Main market strategies in the growth period of product life cycle.
① Market characteristics in the growth period; ② Looking for new market space; ③ Strive to improve product quality; ④ Broaden sales channels.
2. What are the conditions for the promotion strategy suitable for advertising promotion?
① There is a large market for products, most of which are convenience products; ② Tell consumers the product information as soon as possible; ③ The products have occupied a certain market share, and there is a tendency to continue to expand; ④ The product has certain characteristics; ⑤ The special quality of products is not easy to be found by consumers; ⑥ The product has the possibility of arousing customers' emotional purchase.