北邮市场营销学作业

北邮市场营销学作业

一、判断题(共4道小题，共40.0分)

1. 市场细分就是将一个同质市场划分为若干个子市场。

A. 正确

B. 错误

知识点: 市场营销阶段作业二

学生答案: 标准答案: [B;] B; 得分: 试题分值: [10] 10.0 提示:

2. (错误)前向一体化策略是指企业控制供应商，使供应和生产一体化的增长策略。

A. 正确

B. 错误

知识点: 市场营销阶段作业二

学生答案: 标准答案: [] B; 得分: 试题分值: [0] 10.0 提示:

3. 市场细分理论是由美国营销学家温德尔?斯密斯提出的。

A. 正确

B. 错误

知识点: 市场营销阶段作业二

学生答案: 标准答案: [A;] A; 得分: 试题分值: [10] 10.0 提示:

4. 相对市场占有率是指本企业产品的销售量与同一市场上同类产品的销售总量之比。

A. 正确

B. 错误

知识点: 市场营销阶段作业二

学生答案: 标准答案: [B;] B; 得分: 试题分值: [10] 10.0

management, logistical organization departments, as plane management fenpianbaogan management measures. Construction site according to cI criteria set "six-figure". Quality policy, engineering, construction schedule and civilized construction in fenpianbaogan district, the quality control machinery, ... 5 from the general contractor, construction, water and electricity sources specify the locations to the construction area, set the outlet, located below the water professional water container volume in 2M3 for water, to prevent spills, water for both construction and can meet the requirements. Power supply from a professional lock box out, and established a secondary box set, construction from a second-tier box, wires hanging to the construction area. 1) erection of extension (1) cable distribution boxes shall have sleeves, wire in and out without confusion. Large capacity electric box upper inlet and drop pipe. (2) extension good insulation, non-aging, damage and leakage. (3) extension should be laid along the wall or pole overhead, fixed with insulators. (4) aisle wire can be buried and mark with hard protective casing. (5) rubber line overhead outdoor extension application, joints in tension and to comply with the insulation requirements. 2) lighting (1) General places 220V voltage. Lighting in hazardous, wet places, and metal containers and portable lighting, voltage should be used to meet the requirements of safety. (2) lighting wires insulator fixed. Prohibited the use of flowers or plastic resin line. Tie wires not pulled or anywhere on the scaffold. (3) lighting the

metal casing must be grounded or neutral. Lighting switch box must be installed within the single phase circuit protector. (4) outdoor lighting from the ground shall not be less than 3M: Interior from the ground shall not be less than 2.4m. Tungsten

提示:

5.

二、多项选择题(共3道小题，共30.0分)

1. 下列关于集中性市场策略说法正确的是( )。

A. 只进入一个细分市场

B. 可以满足消费者的差异性需求

C. 成本较高

D. 该策略适宜于中小企业

E. 风险较大

知识点: 市场营销阶段作业二

学生答案: 标准答案: [A;D;E;] A;D;E;

得分: 试题分值: [10] 10.0

提示:

2. 在通用电气公司模型中，反映市场吸引力的因素有( )。

A. 竞争程度

B. 市场占有率

C. 市场增长率

D. 市场规模

E. 产品质量

知识点: 市场营销阶段作业二

学生答案: 标准答案: [A;C;D;] A;C;D;

得分: 试题分值: [10] 10.0

提示:

3. (错误)

收集一手资料的主要方法有( )。

A. 观察法

B. 风暴法

C. 实验法

D. 抽样法

E. 询问法

知识点: 市场营销阶段作业二

management, logistical organization departments, as plane management fenpianbaogan management measures. Construction site according to cI criteria set "six-figure". Quality policy, engineering, construction schedule and civilized construction in fenpianbaogan district, the quality control machinery, ... 5 from the general contractor, construction, water and electricity sources specify the locations to the construction area, set the outlet, located below the water professional water container volume in 2M3 for water, to prevent spills, water for both construction and can meet the requirements. Power supply from a professional lock box out, and established a secondary box set, construction from a second-tier box, wires hanging to the construction area. 1) erection of extension (1) cable distribution boxes shall have sleeves, wire in and out without confusion. Large capacity electric box

upper inlet and drop pipe. (2) extension good insulation, non-aging, damage and leakage. (3) extension should be laid along the wall or pole overhead, fixed with insulators. (4) aisle wire can be buried and mark with hard protective casing. (5) rubber line overhead outdoor extension application, joints in tension and to comply with the insulation requirements. 2) lighting (1) General places 220V voltage. Lighting in hazardous, wet places, and metal containers and portable lighting, voltage should be used to meet the requirements of safety. (2) lighting wires insulator fixed. Prohibited the use of flowers or plastic resin line. Tie wires not pulled or anywhere on the scaffold. (3) lighting the metal casing must be grounded or neutral. Lighting switch box must be installed within the single phase circuit protector. (4) outdoor

lighting from the ground shall not be less than 3M: Interior from the ground shall not be less than 2.4m. Tungsten

学生答案: 标准答案: [C;D;E;] A;C;E; 得分: 试题分值: [0] 10.0 提示:

三、单项选择题(共3道小题，共30.0分)

1. 某公司经营的某项业务的相对市场占有率为0.5，销售增长率为13%，根据波士顿咨询集团法该业

务属于( )。

A. 明星类

B. 问号类

C. 现金牛类

D. 狗类

知识点: 市场营销阶段作业二

学生答案: 标准答案: [B;] B; 得分: 试题分值: [10] 10.0 提示:

2. 企业通过努力开拓新市场来扩大现有产品的销售量，从而实现业务增长，

这种策略是( )。

A. 市场渗透

B. 市场开发

C. 产品开发

D. 一体化

知识点: 市场营销阶段作业二

学生答案: 标准答案: [B;] B; 得分: 试题分值: [10] 10.0 提示:

3. 企业有选择地进入几个不同的细分市场，为不同的顾客群提供不同性能的

同类产品，这种方式是( )。

A. 产品专业化

B. 市场专业化

C. 选择专业化

D. 全面涵盖

知识点: 市场营销阶段作业二

学生答案: 标准答案: [C;] C; 得分: 试题分值: [10] 10.0

management, logistical organization departments, as plane management fenpianbaogan management measures. Construction site according to cI criteria set "six-figure". Quality policy, engineering, construction schedule and civilized construction in fenpianbaogan district, the quality control machinery, ... 5 from the general contractor, construction, water and electricity sources specify the locations to the construction area, set the outlet, located below the water professional

water container volume in 2M3 for water, to prevent spills, water for both construction and can meet the requirements. Power supply from a professional lock box out, and established a secondary box set, construction from a second-tier box, wires hanging to the construction area. 1) erection of extension (1) cable distribution boxes shall have sleeves, wire in and out without confusion. Large capacity electric box upper inlet and drop pipe. (2) extension good insulation, non-aging, damage and leakage. (3) extension should be laid along the wall or pole overhead, fixed with insulators. (4) aisle wire can be buried and mark with hard protective casing. (5) rubber line overhead outdoor extension application, joints in tension and to comply with the insulation requirements. 2) lighting (1) General places 220V voltage. Lighting in hazardous, wet places, and metal containers and portable lighting, voltage should be used to meet the requirements of safety. (2) lighting wires insulator fixed. Prohibited the use of flowers or plastic resin line. Tie wires not pulled or anywhere on the scaffold. (3) lighting the metal casing must be grounded or neutral. Lighting switch box must be installed within the single phase circuit protector. (4) outdoor

lighting from the ground shall not be less than 3M: Interior from the ground shall not be less than 2.4m. Tungsten

提示:

4.

一、判断题(共4道小题，共40.0分)

1. 在成熟期广告与销售促进的配合使用能促进消费者认识、了解企业产品。

A. 正确

B. 错误

知识点: 市场营销阶段作业三

学生答案: 标准答案: [B;] B;

得分: 试题分值: [10] 10.0

提示:

2. 撇脂定价策略通常是一种长期的价格策略。

A. 正确

B. 错误

知识点: 市场营销阶段作业三

学生答案: 标准答案: [B;] B;

得分: 试题分值: [10] 10.0

提示:

3. 市场营销理论认为，产品的最低价格取决于产品的市场需求，最高价格取决于产品

的成本费用。

A. 正确

B. 错误

知识点: 市场营销阶段作业三

学生答案: 标准答案: [B;] B;

得分: 试题分值: [10] 10.0

提示:

4. 企业若以提高市场占有率为定价目标，一般采取低价策略。

A. 正确

management, logistical organization departments, as plane management fenpianbaogan management measures. Construction site according to cI criteria set "six-figure". Quality policy, engineering, construction schedule and civilized construction in fenpianbaogan district, the quality control machinery, ... 5 from the general contractor, construction, water and electricity sources specify the locations to the construction area, set the outlet, located below the water professional water container volume in 2M3 for water, to prevent spills, water for both construction and can meet the requirements. Power supply from a professional lock box out, and established a secondary box set, construction from a second-tier box, wires hanging to the construction area. 1) erection of extension (1) cable distribution boxes shall have sleeves, wire in and out without confusion. Large capacity electric box upper inlet and drop pipe. (2) extension good insulation, non-aging, damage and leakage. (3) extension should be laid along the wall or pole overhead, fixed with insulators. (4) aisle wire can be buried and mark with hard protective casing. (5) rubber line overhead outdoor extension application, joints in tension and to comply with the insulation requirements. 2) lighting (1) General places 220V voltage. Lighting in hazardous, wet places, and metal containers and portable lighting, voltage should be used to meet the requirements of safety. (2) lighting wires insulator fixed. Prohibited the use of flowers or plastic resin line. Tie wires not pulled or anywhere on the scaffold. (3) lighting the metal casing must be grounded or neutral. Lighting switch box must be

installed within the single phase circuit protector. (4) outdoor lighting from the ground shall not be less than 3M: Interior from the ground shall not be less than 2.4m. Tungsten

B. 错误

知识点: 市场营销阶段作业三

学生答案: 标准答案: [A;] A;

得分: 试题分值: [10] 10.0

提示:

5.

二、多项选择题(共3道小题，共30.0分)

1. 企业对处于成熟期的产品应该采取的营销组合策略是( )。

A. 提供基本产品

B. 品牌和型号多样化

C. 通过广告宣传扩大产品的知名度

D. 减少销售网点

E. 适当调低价格

知识点: 市场营销阶段作业三

学生答案: 标准答案: [B;E;] B;E;

得分: 试题分值: [10] 10.0

提示:

2. 企业在新产品定价时采用渗透定价策略( )。

A. 可以快速收回投资

B. 有利于迅速打开产品的销路

C. 可以带来高额的利润

D. 可以有效排斥竞争者进入市场

E. 不利于市场开拓

知识点: 市场营销阶段作业三

学生答案: 标准答案: [B;D;] B;D;

得分: 试题分值: [10] 10.0

提示:

3. 下列属于心理定价技巧的有( )。

A. 整数定价

B. 促销让价

C. 现金折扣

D. 尾数定价

management, logistical organization departments, as plane management fenpianbaogan management measures. Construction site according to cI criteria set "six-figure". Quality policy, engineering, construction schedule and civilized construction in fenpianbaogan district, the quality control machinery, ... 5 from the general contractor, construction, water and electricity sources specify the locations to the construction area, set the outlet, located below the water professional water container volume in 2M3 for water, to prevent spills, water for both construction and can meet the requirements. Power supply from a professional lock box out, and established a secondary box set, construction from a second-tier box, wires hanging to the construction area. 1) erection of extension (1) cable distribution boxes shall have sleeves, wire in and out without confusion. Large capacity electric box

upper inlet and drop pipe. (2) extension good insulation, non-aging, damage and leakage. (3) extension should be laid along the wall or pole overhead, fixed with insulators. (4) aisle wire can be buried and mark with hard protective casing. (5) rubber line overhead outdoor extension application, joints in tension and to comply with the insulation requirements. 2) lighting (1) General places 220V voltage. Lighting in hazardous, wet places, and metal containers and portable lighting, voltage should be used to meet the requirements of safety. (2) lighting wires insulator fixed. Prohibited the use of flowers or plastic resin line. Tie wires not pulled or anywhere on the scaffold. (3) lighting the metal casing must be grounded or neutral. Lighting switch box must be installed within the single phase circuit protector. (4) outdoor

lighting from the ground shall not be less than 3M: Interior from the ground shall not be less than 2.4m. Tungsten

E. 声望定价

知识点: 市场营销阶段作业三

学生答案: 标准答案: [A;D;E;] A;D;E;

得分: 试题分值: [10] 10.0

提示:

4.

三、单项选择题(共3道小题，共30.0分)

1. 沟通与促销的实质是( )。

A. 收集市场信息

B. 实现买卖双方的商品转移

C. 节省资金投入、分担金融风险

D. 在买卖双方之间进行信息交流

知识点: 市场营销阶段作业三

学生答案: 标准答案: [D;] D;

得分: 试题分值: [10] 10.0

提示:

2. 企业经常通过优惠卷、免费试用等对消费者进行促销，这种方式属于

( )。

A. 广告促销

B. 人员推销

C. 销售促进(营业推广)

D. 公共关系

知识点: 市场营销阶段作业三

学生答案: 标准答案: [C;] C;

得分: 试题分值: [10] 10.0

提示:

3. 根据商品在流通过程中所经中转环节的多少，将渠道分为( )。

A. 直接渠道和间接渠道

B. 长渠道和短渠道

C. 宽渠道和窄渠道

D. 密集分销和独家分销

知识点: 市场营销阶段作业三

management, logistical organization departments, as plane management fenpianbaogan management measures. Construction site according to cI

criteria set "six-figure". Quality policy, engineering, construction schedule and civilized construction in fenpianbaogan district, the quality control machinery, ... 5 from the general contractor, construction, water and electricity sources specify the locations to the construction area, set the outlet, located below the water professional water container volume in 2M3 for water, to prevent spills, water for both construction and can meet the requirements. Power supply from a professional lock box out, and established a secondary box set, construction from a second-tier box, wires hanging to the construction area. 1) erection of extension (1) cable distribution boxes shall have sleeves, wire in and out without confusion. Large capacity electric box upper inlet and drop pipe. (2) extension good insulation, non-aging, damage and leakage. (3) extension should be laid along the wall or pole overhead, fixed with insulators. (4) aisle wire can be buried and mark with hard protective casing. (5) rubber line overhead outdoor extension application, joints in tension and to comply with the insulation requirements. 2) lighting (1) General places 220V voltage. Lighting in hazardous, wet places, and metal containers and portable lighting, voltage should be used to meet the requirements of safety. (2) lighting wires insulator fixed. Prohibited the use of flowers or plastic resin line. Tie wires not pulled or anywhere on the scaffold. (3) lighting the metal casing must be grounded or neutral. Lighting switch box must be installed within the single phase circuit protector. (4) outdoor

lighting from the ground shall not be less than 3M: Interior from the ground shall not be less than 2.4m. Tungsten

学生答案: 标准答案: [B;] B;

得分: 试题分值: [10] 10.0

提示:

4.

一、判断题(共4道小题，共40.0分)

1. (错误)营销审计的目的是确保企业战略、目标、政策和策略与市场营销环境和企业内

容资源的变化相一致。

A. 正确

B. 错误

知识点: 市场营销学阶段作业四

学生答案: 标准答案: [B;] A;

得分: 试题分值: [0] 10.0

提示:

2. 总体市场占有率是本企业销售额在全行业销售额中所占的比重。

A. 正确

B. 错误

知识点: 市场营销学阶段作业四

学生答案: 标准答案: [A;] A;

得分: 试题分值: [10] 10.0

提示:

3. 市场营销计划是营销管理用于跟踪企业营销活动过程每一环节，以确保其

按计划目

标运行而实施的一套工作程序或工作制度。

A. 正确

B. 错误

知识点: 市场营销学阶段作业四

学生答案: 标准答案: [B;] B;

得分: 试题分值: [10] 10.0

提示:

management, logistical organization departments, as plane management fenpianbaogan management measures. Construction site according to cI criteria set "six-figure". Quality policy, engineering, construction schedule and civilized construction in fenpianbaogan district, the quality control machinery, ... 5 from the general contractor, construction, water and electricity sources specify the locations to the construction area, set the outlet, located below the water professional water container volume in 2M3 for water, to prevent spills, water for both construction and can meet the requirements. Power supply from a professional lock box out, and established a secondary box set, construction from a second-tier box, wires hanging to the construction area. 1) erection of extension (1) cable distribution boxes shall have sleeves, wire in and out without confusion. Large capacity electric box upper inlet and drop pipe. (2) extension good insulation, non-aging, damage and leakage. (3) extension should be laid along the wall or pole

overhead, fixed with insulators. (4) aisle wire can be buried and mark with hard protective casing. (5) rubber line overhead outdoor extension application, joints in tension and to comply with the insulation requirements. 2) lighting (1) General places 220V voltage. Lighting in hazardous, wet places, and metal containers and portable lighting, voltage should be used to meet the requirements of safety. (2) lighting wires insulator fixed. Prohibited the use of flowers or plastic resin line. Tie wires not pulled or anywhere on the scaffold. (3) lighting the metal casing must be grounded or neutral. Lighting switch box must be installed within the single phase circuit protector. (4) outdoor

lighting from the ground shall not be less than 3M: Interior from the ground shall not be less than 2.4m. Tungsten

4. 要将营销策略转换为具体的行为方案，主要是解决“如何做,何时做,由

谁做,”等问题。

A. 正确

B. 错误

知识点: 市场营销学阶段作业四

学生答案: 标准答案: [A;] A;

得分: 试题分值: [10] 10.0

提示:

5.

二、多项选择题(共3道小题，共30.0分)

1. 服务的无形性给企业营销活动带来的影响主要体现在( )。

A. 服务的提供者直接影响服务水平

B. 企业难以向顾客完整地展示服务

C. 增加企业营销沟通的难度

D. 顾客参与并影响服务过程

E. 波动的需求与企业的供给能力难以匹配

知识点: 市场营销学阶段作业四

学生答案: 标准答案: [B;C;] B;C;

得分: 试题分值: [10] 10.0

提示:

2. 服务产品有别于有形产品，其最显著的特点有( )。

A. 无形性

B. 不可储存性

C. 差异性

D. 不可分离性

E. 同质性

知识点: 市场营销学阶段作业四

学生答案: 标准答案: [A;B;C;D;] A;B;C;D;

得分: 试题分值: [10] 10.0

提示:

3. (错误)

management, logistical organization departments, as plane management fenpianbaogan management measures. Construction site according to cI criteria set "six-figure". Quality policy, engineering, construction schedule and civilized construction in fenpianbaogan district, the quality control machinery, ... 5 from the general contractor,

construction, water and electricity sources specify the locations to the construction area, set the outlet, located below the water professional water container volume in 2M3 for water, to prevent spills, water for both construction and can meet the requirements. Power supply from a professional lock box out, and established a secondary box set, construction from a second-tier box, wires hanging to the construction area. 1) erection of extension (1) cable distribution boxes shall have sleeves, wire in and out without confusion. Large capacity electric box upper inlet and drop pipe. (2) extension good insulation, non-aging, damage and leakage. (3) extension should be laid along the wall or pole overhead, fixed with insulators. (4) aisle wire can be buried and mark with hard protective casing. (5) rubber line overhead outdoor extension application, joints in tension and to comply with the insulation requirements. 2) lighting (1) General places 220V voltage. Lighting in hazardous, wet places, and metal containers and portable lighting, voltage should be used to meet the requirements of safety. (2) lighting wires insulator fixed. Prohibited the use of flowers or plastic resin line. Tie wires not pulled or anywhere on the scaffold. (3) lighting the metal casing must be grounded or neutral. Lighting switch box must be installed within the single phase circuit protector. (4) outdoor

lighting from the ground shall not be less than 3M: Interior from the ground shall not be less than 2.4m. Tungsten

在制定营销计划时，重点基于营销环境分析的内容有( )。

A. 现状分析

B. 机会与威胁分析

C. 拟定营销目标

D. 营销组合策略

E. 行动方案

知识点: 市场营销学阶段作业四

学生答案: 标准答案: [B;C;D;] A;B;

得分: 试题分值: [0] 10.0

提示:

三、单项选择题(共3道小题，共30.0分)

1. 在服务营销中，购买服务产品的风险较大，这主要源于服务特性中的( )。

A. 无形性

B. 易逝性

C. 差异性

D. 不可分割性

知识点: 市场营销学阶段作业四

学生答案: 标准答案: [A;] A;

得分: 试题分值: [10] 10.0

提示:

2. 某企业年度计划要求第一季度按单价200元销售某种产品5000个，即销售额达到100万元，到了季末，只以单价180元卖出4000个产品，比目标销售额减少32万元，其中由于降价造成的是( )万元。

A. 8

B. 10

C. 18