市場營銷學試題及其答案吳健安_知識要點匯總

1、Wewillcontinuetoimprovethecompanysinternalcontrolsystemsteadyimprovementinabilitytomanagecontroloptimizebusinessprocessestoensuresmoothprocessesresponsibilitiesinplacetofurtherstrengtheninternalcontrolsplayacontrolpostin

2、dependentoversightroleofevaluationcomplyingwiththirdpartyresponsibilitytoactivelymakeuseofinternalaudittoolsdetectpotentialmanagementstreamlinestardizerelatedtransactionsstrengtheningoperationsinaccdancewithlaw.Deepening

3、theinfmationmanagementtoensurefullcommunication“zeroresistance“.ToconstantlyperfectERPBFSPIMISSCMinfmationsystembasedconstructionfullintegrationinfmationsystemachievedinfmationresourcessharedtoexpPtalsystemapplicationofb

4、readthdepthplayinfmationsystemonenterpriseofAssistantroletoperfectdailyrunmaintenanceoperationofrecdspromoteproblemreasonsanalysissystemhovertostrengtheningBFSERPSCMtechnologyapplicationoftrainingimproveemployeesapplicat

5、ioninfmationsystemofcapacitylevel.Humanisticcaretoensure“zero.“TostrengtheningHumanitiescarecontinuestofostercompanywindcleargasareheartShunofcultureatmospherestrengtheninglovehelpedtrappedcaredifficultemployeescarriedou

6、tstyleactivitiesrichemployeeslifestrengtheninghealthlabourprotectionganizationcareerhealthmedicalcontrolcareeragainstcontinuestoimplementationpsychologicalwarningpreventionsystemtrainingemployeeshealthofacterstableofmood

7、enterprisingofattitudecreatedfriendlyfraternityofHumanitiesenvironment.Tostrengthenriskmanagementensurethatthebusinessof“zerorisk“.Tostrengthenedbusinessplansmanagementwillbusinessbusinessplanscovertoalllevelensurethebus

8、inesscancontrolincontroltocloseconcernfinancialcoalelectriclinkageenergysavingschedulingnationalpolicytrendsstrengtheningtrackactiveshouldtoimplementationStateownedassetsmethodfurtherspecificationbusinessfinancialmanagem

9、enttoperfectrisktubecontrolsystemachievedriskrecognitionmeasureassessmentreptcontrolfeedbackofclosedringmanagementimproveriskpreventioncapacity.Tofurtherstardizetradingstrivetoachieve“accdingtolawstardizefair.“Innovation

10、ofperfmancemanagementtoensurethatpotentialemployees“zerofly“.Tostrengthenperfmancemanagementprocesscontrolenhanceemployeeevaluationlevelsofeffectivecommunicationtoimproveperfmancemanagement.Tofurtherquantifyrefineemploye

11、estards...Wkfullplaypartybranchmembersin“fivetypeEnterprise“constructionintheofcerolefightingftressrolepioneermodelroletocontinuestostrengthening“fourgood“l(fā)eadershipconstructionfullplaylevelscadresinenterprisedevelopment

12、intheofbackbonebackboneroletofullstrengtheningmembersyouthwkfullplayyouthemployeesincompanydevelopmentintheoffceroletoimproveindependentCommissionagainstcruptionwklevelstrengtheningonenterprisebusinesskeylinkofeffectiven

13、essmonited.maintainstability.Tofurtherstrengthenpublicityeducationimprovetheoveralllegalsystem.Wemuststrengthensafetymanagementestablishimprovetheeducationsupervisionevaluationasoneofthetrafficsafetymanagementmechanism.T

14、oconscientiouslysumuptheOlympicsecuritycontrolspromotingintegratedmanagementtoahigherlevelhigherstardsahigherlevelofdevelopment.EmployeestodayislunarcalendaronDecember24theoxBellisabouttoringatthistimeofyearweclearlyfeel

15、thepulseoftheXXpowergenerationcompanytoflourishtomeclearlyhearXXpowergenerationcompaniesmaturesymmetrybreathing.Recallingpastoneanotheracrossarailingweareenthusiasticfullofconfidence.Futuredevelopmentopptunitieswemeexcit

16、ingfightmespirited.Employeesletustogetheracross2013fullofchallengesopptunitiestocreateagreenlowcostoperationfullofhumanecareofawldclasspowergenerationcompanywkhard!TheoccasionoftheSpringFestivalmysincerewishthatyouthefam

17、iliesofthestaffinthenewyeargoodhealthhappyhappy第0章企業(yè)要通過攻擊競爭者而大幅度的擴大市場占有率，應攻擊強競爭者市場營銷理論在中國的傳播和發(fā)展大致有以下幾個階段_________。A20世紀三、四十年代的首次引入B1978~1983年的再次引入D1984~1994年的廣為傳播E1995年以來的發(fā)展和創(chuàng)新產(chǎn)品種類的生命周期要比產(chǎn)品形式、產(chǎn)品品牌長，有些產(chǎn)品種類生命周期中的成熟期可能無限延續(xù)。

18、產(chǎn)品種類是指具有相同功能及用途的所有產(chǎn)品。產(chǎn)品形式是指同一種類產(chǎn)品中，輔助功能、用途或?qū)嶓w銷售有差別的不同產(chǎn)品。而產(chǎn)品品牌則是指企業(yè)生產(chǎn)與銷售的特定產(chǎn)品。如白沙牌過濾嘴香煙，香煙表示產(chǎn)品種類；過濾嘴香煙是香煙的一種型式，即產(chǎn)品形式；白沙牌過濾嘴香煙則專指過濾嘴香煙中的一種特定產(chǎn)品，一種產(chǎn)品品牌。需求函數(shù)(Demfunction)是用來表示一種商品的需求數(shù)量和影響該需求數(shù)量的各種因素之間的相互關系的。也就是說，影響需求數(shù)量的各種因素是自變

19、量，需求數(shù)量是因變量?？芍贫ù_保當期利潤最大化的價格推式策略一般適合于單位價值較高、性能復雜、需要做示范的產(chǎn)品。（人員推銷給經(jīng)銷商）拉式策略指企業(yè)利用廣告、公共關系和營業(yè)推廣等促銷方式，以最終消費者為主要促銷對象，設法激發(fā)消費者對產(chǎn)品的興趣和需求，促使消費者向中間商、中間商向制造商企業(yè)購買該產(chǎn)品。對單位價值較低、流通環(huán)節(jié)較多、流通渠道較長、市場需求較大的產(chǎn)品常采用拉式策略。生產(chǎn)者用戶完整的購買過程可分為：認識需要（認識到要買東西）→確定

20、需要（確定需要的產(chǎn)品特征和數(shù)量）市場營銷環(huán)境的含義。市場營銷環(huán)境是企業(yè)營銷職能外部的不可控制的因素和力量，這些因素和力量是與企業(yè)營銷活動有關的影響企業(yè)生存和發(fā)展的外部條件。定價策略。(1)影響國際市場營銷定價的因素：經(jīng)營成本，國外法規(guī)，國際市場供求及競爭，經(jīng)濟周期與通貨膨脹，匯率變動。(2)國際市場營銷的定價策略：統(tǒng)一定價策略，多元定價策略，控制定價策略，轉(zhuǎn)移價格策略(價格轉(zhuǎn)出設置高低少交稅金)。市場營銷審計是對企業(yè)的市場營銷組合因素（

21、即產(chǎn)品、價格、地點、促銷）效率的審計。主要是審計企業(yè)的產(chǎn)品質(zhì)量、特色、式樣、品牌的顧客歡迎程度，企業(yè)定價目標和戰(zhàn)略的有效性，市場覆蓋率，供應商等渠道成員的效率，廣告預算、媒體選擇及廣告效果，銷售隊伍的規(guī)模、素質(zhì)以及能動性等。市場營銷審計是對一個企業(yè)市場營銷環(huán)境、目標、戰(zhàn)略、組織、方法、程序和業(yè)務等作綜合的、系統(tǒng)的、獨立的和定期性的核Wewillcontinuetoimprovethecompanysinternalcontrolsyst

22、emsteadyimprovementinabilitytomanagecontroloptimizebusinessprocessestoensuresmoothprocessesresponsibilitiesinplacetofurtherstrengtheninternalcontrolsplayacontrolpostindependentoversightroleofevaluationcomplyingwiththirdp

23、artyresponsibilitytoactivelymakeuseofinternalaudittoolsdetectpotentialmanagementstreamlinestardizerelatedtransactionsstrengtheningoperationsinaccdancewithlaw.Deepeningtheinfmationmanagementtoensurefullcommunication“zeror

24、esistance“.ToconstantlyperfectERPBFSPIMISSCMinfmationsystembasedconstructionfullintegrationinfmationsystemachievedinfmationresourcessharedtoexpPtalsystemapplicationofbreadthdepthplayinfmationsystemonenterpriseofAssistant

25、roletoperfectdailyrunmaintenanceoperationofrecdspromoteproblemreasonsanalysissystemhovertostrengtheningBFSERPSCMtechnologyapplicationoftrainingimproveemployeesapplicationinfmationsystemofcapacitylevel.Humanisticcaretoens

26、ure“zero.“TostrengtheningHumanitiescarecontinuestofostercompanywindcleargasareheartShunofcultureatmospherestrengtheninglovehelpedtrappedcaredifficultemployeescarriedoutstyleactivitiesrichemployeeslifestrengtheninghealthl

27、abourprotectionganizationcareerhealthmedicalcontrolcareeragainstcontinuestoimplementationpsychologicalwarningpreventionsystemtrainingemployeeshealthofacterstableofmoodenterprisingofattitudecreatedfriendlyfraternityofHuma

28、nitiesenvironment.Tostrengthenriskmanagementensurethatthebusinessof“zerorisk“.Tostrengthenedbusinessplansmanagementwillbusinessbusinessplanscovertoalllevelensurethebusinesscancontrolincontroltocloseconcernfinancialcoalel

29、ectriclinkageenergysavingschedulingnationalpolicytrendsstrengtheningtrackactiveshouldtoimplementationStateownedassetsmethodfurtherspecificationbusinessfinancialmanagementtoperfectrisktubecontrolsystemachievedriskrecognit

30、ionmeasureassessmentreptcontrolfeedbackofclosedringmanagementimproveriskpreventioncapacity.Tofurtherstardizetradingstrivetoachieve“accdingtolawstardizefair.“Innovationofperfmancemanagementtoensurethatpotentialemployees“z

31、erofly“.Tostrengthenperfmancemanagementprocesscontrolenhanceemployeeevaluationlevelsofeffectivecommunicationtoimproveperfmancemanagement.Tofurtherquantifyrefineemployeestards...Wkfullplaypartybranchmembersin“fivetypeEnte

32、rprise“constructionintheofcerolefightingftressrolepioneermodelroletocontinuestostrengthening“fourgood“l(fā)eadershipconstructionfullplaylevelscadresinenterprisedevelopmentintheofbackbonebackboneroletofullstrengtheningmembers

33、youthwkfullplayyouthemployeesincompanydevelopmentintheoffceroletoimproveindependentCommissionagainstcruptionwklevelstrengtheningonenterprisebusinesskeylinkofeffectivenessmonited.maintainstability.Tofurtherstrengthenpubli

34、cityeducationimprovetheoveralllegalsystem.Wemuststrengthensafetymanagementestablishimprovetheeducationsupervisionevaluationasoneofthetrafficsafetymanagementmechanism.ToconscientiouslysumuptheOlympicsecuritycontrolspromot

35、ingintegratedmanagementtoahigherlevelhigherstardsahigherlevelofdevelopment.EmployeestodayislunarcalendaronDecember24theoxBellisabouttoringatthistimeofyearweclearlyfeelthepulseoftheXXpowergenerationcompanytoflourishtomecl

36、earlyhearXXpowergenerationcompaniesmaturesymmetrybreathing.Recallingpastoneanotheracrossarailingweareenthusiasticfullofconfidence.Futuredevelopmentopptunitieswemeexcitingfightmespirited.Employeesletustogetheracross2013fu

37、llofchallengesopptunitiestocreateagreenlowcostoperationfullofhumanecareofawldclasspowergenerationcompanywkhard!TheoccasionoftheSpringFestivalmysincerewishthatyouthefamiliesofthestaffinthenewyeargoodhealthhappyhappy第1章統(tǒng)一定

38、價就是我們通常說的____D_____定價。A分區(qū)定價B運費免收定價（運費由銷售商承擔，）C基點定價D郵資定價(按平均郵費定價，如信件都是8毛)人員推銷的概念及特點。人員推銷是企業(yè)運用推銷人員直接向顧客推銷商品和勞務的一種促銷活動。在人員推銷活動中，推銷人員、推銷對象和推銷品是三個基本要素。其中前兩者是推銷活動的主體，后者是推銷活動的客體。對制定營銷方案影響較大的服務特征主要是___ABDE______。A無形性B同步性C異步性D異質(zhì)性

39、E易逝性產(chǎn)品生命周期與需求技術密切相關3、市場調(diào)研計劃的內(nèi)容主要包括_________。A資料來源（二手數(shù)據(jù)）B調(diào)研方法（觀察法，實驗法）C調(diào)研工具（電話，問卷）D抽樣計劃（隨機，非概率抽樣）E接觸方法（電話訪問，郵寄問卷，人員訪問）5、價格折扣主要有____________等類型。A現(xiàn)金折扣B數(shù)量折扣C功能折扣（對批發(fā)商不提供儲存服務）D季節(jié)折扣（夏季出售羽絨服，只針對過期商品）E價格折讓（以舊換新）產(chǎn)品差異化營銷以個性化需求為導向。