《市场营销学》模拟试卷十.doc

《市场营销学》模拟试卷十
The individual arranges, feel very good, go up to the library to share with everybody
zz Marketing〃simulates the ten
One, one, one, one, ten points・
Marketing as an independent management discipline was born in the early 20th century
A Europe
B Japan
C America
D China
For the negative demand market, the market!ng management task is
A change marketing
B to stimulate marketing
C anti-marketing
D to maintain marketing
The man who went to work from the city to the west, chose to
ride a bicycle instead of taking the bus, was between the
bicycle factory and the bus company
A wish competitor
B is competitor D brand competitor
It's the beginning of the purchase
A consumption motive
B requires the external stimulus D to trigger the trigger
The sampling error of the following sampling methods is smaller and the sample is more representative than the other conditions
A pure random sampling of type B, sampling D of sample C
The products that are of the same quality should be adopted
A product specialization
B marketing professional
C no different marketing
D difference marketing
7. A row of the industry, there are many sellers and products have difference between each other, customers have special preference to some brands, products to attract customers, the difference of the different vendors compete, it belongs to
A perfect competition
B completely monopolizes
C not completely monopolize
D monopoly competition
Kang jia in kangjia TV is
A brand
B brand name
C logo
D is not
To encourage customers to buy more goods, the company is
offering a sale to those who buy a lot of products
A feature discount
B is discounted at season C
Direct sales of product services to the final consumer for personal and non-commeTcial activities
A retail
B wholesale
C agent
D direct sales
Two, multiple choice (two points, 20 points)
The total value of the customer is included
A commodity brand
B service value
C people value
D product value
E image value
The Marketing Department should make and implement marketing goals and plans
A: consider the enterprise external environment forces B service value host to consider the internal environment forces within the enterprise
C. strive for the understanding and support of the senior management department to win government support
The understanding and support of other functional departments
Consumer perception goes through several processes
A selective attention to
B selectively distorts
C selective retention
D selectively eliminates
E selective recognition
The slow penetration strategy means that companies will introduce new products
A. high promotion b. low price c. low sales d. high price
There are major ways of market positioning
A product positioning
B image positioning
C to avoid strong position D
The role of market niches is
B has chosen to follow market leader C
D attacks market follower
E to break the monopoly
Products can be classified according to their durability and whether they are visible
A high grade consumer goods
B consumer goods
C durables
D nondurable goods
E services
The branding strategy includes
A unified brand strategy
B sales person brand
C individual brand strategy
D classifies brand
E brand and individual brand strategy
9.
The main factors influencing the pricing of the enterprise are waiting
A pricing target
B product cost
C market demand
The product and price of the will E competitor
The main form of undoor retail is
A straight marketing
B sells
C vending directly
D shopping services company
E pyramid
Three, the noun explanation (each of three points, 15 points)
1.The market
2.Marketing
3.The brand
Product concept
5. Market positioning
Short answer (25 points)
Briefly describe the evolution of marketing management philosophy and its background
(5 points)
Describe the marketing mix and its characteristics
Try to describe the type of consumer behavior and the corresponding marketing strategy
(8)
Describe the procedures for the development of new products
(8)
Case studies (30 points)
In Beijing, an electronic company has more than 600 employees
In the 1980s, the product was once popular nationwide, and was a well-known company in the same industry, with a yearly sales of metal film resistance of nearly 20 million yuan
The products of the factory are manufactured according to the international standard, the quality is reliable, the ministry of electronic industry of the time appraised the qualityproducts of the ministry, the trademark has been appraised as the famous trademark
In the 1990s, the market changed
The metal film resistance was hit hard by manufacturers in the south, and sales were down
Slow growth in the sales of metal film resistor during this period, the product sales profits began to decline, in the market competition is fierce, a variety of brands, various
models of similar products appear constantly
In order to improve enterprise，s profit structure at the same time, the factory imported the technology reform step by step, through the improvement of production line to reduce the production cost, to deal with the fierce competition in the market
At the same time, in order to improve the enterprise，s profit structure, the factory imported advanced real core resistance production equipment from abroad
Solid core resistance is high in technology, and production process is very high
Because there are only two companies with similar production conditions in China, real core resistance is in demand in the market
In order to be able to quickly build awareness and occupy the market, at the same time, to recover the investment as soon as possible, the factory listed on the solid core resistance when adopted a strategy of high price and promotion
This strategy has made the factory a market leader quickly
After entering the 21st century, solid core resistance gradually replace the market position of metal film resistor, consumers familiar with the product gradually, consumption habits have also been mature, so the sales of enterprise obtained a rapid growth
As sales grew, so did the scale of the factory, and the cost of the product fell
But also appeared headache for enterprise, the competitors on the market, the leader of the factory began to seek for the further development of the enterprise marketing strategy change
Question:
1)metal film resistance in the product lifecycle phase of the 1990s and the marketing strategies that companies should adopt (10 points)
2)evaluate the marketing strategy (10 points) adopted by the factory in promoting solid core resistance・
3)the product life cycle phase and the marketing strategy (10 points) that should be adopted at the beginning of the 21st century.
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