上海交通大学研究生入学考试市场营销2002
(整理)3上海交通大学2002年硕士研究生入学考.
上海交通大学2000年硕士研究生入学考试数学分析试题 一、判断题（以下各题，对的证明，错的要举反例并说明理由）1、f x ()在(,)a b 连续的充分必要条件是对任意的闭区间[,](,)a b αβ⊂，f x ()在[,]αβ上一致连续。
解：正确，证明：因为f x ()在(,)a b 连续，有对任意的闭区间[,](,)a b αβ⊂，f x ()在[,]αβ连续，所以f x ()在[,]αβ上一致连续；对任意的0(,)x a b ∈，存在12,(,)x x a b ∈，满足102x x x <<，由题设有f x ()在12[,]x x 上一致连续，更有f x ()在12[,]x x 上连续，即有f x ()在0x 上连续，故f x ()在(,)a b 连续。
2、f x ()在0x 可导的充分必要条件f x ()在0x 既有右可导又有右可导。
解：错，例：2,0(),0x x f x x x ≥⎧=⎨<⎩，0()(0)(0)lim 1x f x f f x +→+-'==，0()(0)(0)lim 0x f x f f x -→+-'==，f x ()在0x =处既有右可导又有右可导，但f x ()在0x =处不可导。
3、可积函数的复合函数也为可积函数。
解：错，例0,0()1,0x f x x =⎧=⎨≠⎩，1,,(,)1()0,q x p q p pg x ⎧==⎪=⎨⎪⎩为黎曼函数，显然f x ()，)(x g 在]1,0[可积，但1,(())0,f g x ⎧=⎨⎩在]1,0[不可积。
4、若1n n a ∞=∑收敛，则1(1)n n n a ∞=-∑收敛。
解：错，例：1(1)nn a n =-，111(1)n n n n a n ∞∞===-∑∑收敛，但111(1)nn n n a n∞∞==-=∑∑发散。
二、 计算并证明下列各式1、20lim sin n n xdx π→∞⎰。
上海市考研工商管理复习资料重点市场营销与供应链管理解析
上海市考研工商管理复习资料重点市场营销与供应链管理解析市场营销与供应链管理是工商管理领域中的两个重要概念，涉及到企业的营销策略和供应链运作。
在上海市考研工商管理复习资料中，这两个知识点被视为重点内容，需要我们深入理解和分析。
本文将对市场营销与供应链管理进行解析，并从不同角度展示相关知识，以帮助考生更好地准备考试。
1. 市场营销的基本概念和重要性市场营销是企业与市场之间的相互关系。
它涉及到产品的定价、产品的推广、渠道的选择以及顾客关系的管理等方面。
市场营销的目标是满足市场需求，实现企业利润最大化。
市场营销的重要性主要体现在以下几个方面：（1）帮助企业了解市场需求：市场营销可以通过市场调研等手段了解顾客的需求和偏好，以便企业能更好地生产和提供产品。
（2）提高市场份额：通过市场营销活动，企业能够获取更多的市场份额，增加销售量和利润。
（3）塑造品牌形象：市场营销可以通过广告和宣传等手段塑造企业的品牌形象，提高品牌知名度和美誉度。
（4）建立和维护良好的顾客关系：市场营销可以通过建立客户关系管理系统等方式，与顾客进行有效的沟通和互动，增强顾客的忠诚度。
2. 供应链管理的基本概念和重要性供应链管理是指企业与供应商、分销商和顾客之间的协作与合作，旨在最大程度地降低成本、提高效率并满足市场需求。
供应链包括原材料采购、生产制造、物流配送和售后服务等环节。
供应链管理的重要性主要体现在以下几个方面：（1）提高生产效率：通过供应链管理，企业可以优化原材料的采购和生产过程，从而提高生产效率和降低成本。
（2）确保产品质量：供应链管理可以通过严格的供应商管理和品质控制，确保产品质量的稳定性和一致性。
（3）缩短产品上市时间：通过供应链管理，企业能够快速响应市场需求，缩短产品从设计到上市的时间，提高企业的竞争力。
（4）增加顾客满意度：供应链管理可以确保产品及时交付并提供优质的售后服务，满足顾客的需求，增加顾客的满意度和忠诚度。
3. 市场营销与供应链管理的关系市场营销和供应链管理是密切相关的，两者相互支持、相互影响。
1999-2005年上海交大经济学考研初试真题
上海交通大学一九九九年硕士生入学考试试题微观经济学名词解释：（每题4分，3、 共20分）（1） 经济学中的“均衡“含义；（2） 供求规律；（3） 瞬时均衡；（4） 帕累托最优状态；（5） 科斯定理。
4、 判断题：（正确＋，5、 错误－6、 ）（每题4分，7、 共20分）（1） 弧弹性系数对曲线需求曲线的点弹性系数的估计在弧长变短和弧的曲率变小时将得到改善。
……….( )（2）某方案的机会成本是指（3）决策者为采取该方案而（4）放弃的所有其他方案的利益。
…………( )（5） 需求曲线斜率为正的充要条件是低档商品且收入效应超过替代效应。
………………..( )（6） 导出社会福利曲线必须作出道德的价值的判断。
………( ) （7） 某项生产活动存在外部不（8） 经济时，（9） 其产量大于怕累托最优产量。
……………………( )8、 选择题：（单选，9、 每题4分，10、 共20分）（一）某个消费者的无差异曲线图包含无数条无差异曲线，因为（ ）A、 收入有时高，B、 有时低；C、 欲望是无限的；D、 消费者个数是无限的；E、 商品的数量是无限的。
（二）如果规模报酬不变，单位时间里增加了20％的劳动使用量，但保持资本量不变，则产出将（ ）。
A、 增加20％；B、 减少20％；C、 增加大于20％；D、 增加小于20％。
（三）在从原点出发的直线（射线）与TC曲线的切点上，AC( ) `Ａ、是最小；Ｂ、等于ＭＣ；Ｃ、等于ＡＶＣ＋ＡＦＣ；Ｄ、上述都正确。
（四）垄断竞争厂商长期均衡时，必然有（ ）。
Ａ、厂商一定能获得超额利润；Ｂ、在均衡点上，主观需求曲线上的弹性大于实际需求曲线上的弹性；Ｃ、资源在广告中浪费；Ｄ、边际成本等于实际需求曲线中的产生的边际收益。
（五）在完全竞争的产品和要素市场中经营的厂商，其总利润率达到最大的条件为（ ）Ａ、Ｐx=MCx,且MCx上升；Ｂ、ＭＰＰa/Pa=ＭＰＰb/Pb;C、ＭＰＰa/Pa=ＭＰＰb/Pb＝１／ＭＣx ;D、ＭＰＰa/Pa=ＭＰＰb/Pb＝１／ＭＣx ;＝１／Ｐx（设厂商以要素a、b生产商品x）11、 简答题：（每题5分，12、 共20分）（1） 按照需求定理，（2） 商品的需求量是与其价格呈反方向变动的，（3） 但市场的实际情况是：商品需求增加，（4） 价格上升，（5） 需求减少，（6） 价格下降，（7） 需求与价格是呈正方向变动的。
上海交大历年考研真题
同学，你好！如果你打算考上海交大，那么请你花几分钟看下这份文档，这将改变你的一生！本人为交大在校学生，以下资料都是自己历年来在交大收集的第一手资料，全都出自于历届学长学姐，本人花高价收购而来！虽然市面上还有很多人可提供这些科目资料，但他们很多人本身就不是来自交大，对交考研根本不了解。
当然其中也有一些来自交大，但他们大都离开交大好几年了，交大自07年开始考研就已经改革，而他们提供的一些资料早已不适合现今交大的考研。
考研不同于高考，高考科目全部都是统编，但考研专业课的考试确实一门很大的学问，我这的资料很多都来自官方版权威的资料（网上很多电子其实都是照片，而且真题答案都是请人做的，不少答案都是错的，而我这边的材料都来自往年交大自己办考研班的时候发的资料，绝对权威），还有一部分是从历届学长学姐那收购而来，如果有必要我可以帮你找学长和你交流，最主要的是可以为你提供交大考研专业课的信息，这样就可以使你和交大的学生站在同一起跑线上，不会输在专业课的起跑线上，相对于别的同学外校考研，那你就更有优势了！考研也是一种投资，投资好了，你就会得到相当大的回报，可能你会觉花钱就会觉得不值，但当你以一两分的优势就力压群雄的话，那时你就会发现发这份钱很值了，考研每一分都对你很重要，而我所希望做的就是让你专业课的起点至少和交大本部学生一样高，绝不让考研输在专业课上！现在我已经可以提供以下科目资料，如果这下面有你要报考的专业的话，无疑这对你来说是一个最大的喜讯！如果你需要这些资料，请联系yangweitu@或QQ1449791880或上海交大考研淘宝店/!资料还是实时更新中，如果这里没有你想要的资料，也可来邮询问是否已经收集到你想要的资料！●上海交通大学<经济学>考研专业课资料（代码841）●上海交通大学/上海交大<金融学844>历年考研真题和辅导资料最近和一些同学接触后，让我感觉我很有必要写出如下这段话，如果大家有时间的话，就看看吧！大家都是怀揣梦想的有志者，都希望都过各种渠道获得最多最好的专业课资料，但这个市场鱼龙混杂，资料质量参差不齐，一份好的资料可以助你一臂之力，但一份差的资料也有可能影响你的一生。
上海交通大学2002年经济学专业课考研真题试卷
上海交通大学2002年经济学专业课考研真题试卷
一、判断题：（每题6分，共30分）
1、需求曲线向右下方倾斜为商品的边际效用递减所决定。
对么？
请用基数效用理论做出解释。
2、在完全竞争的条件下，商品的供给曲线就是商品的边际成本线。
对么？为什么？
3、总需求越大，实际国民经济增长越快。
对么？为什么？
4、扩张性的财政货币政策可以解决失业问题。
对么？为什么？
5、在LM曲线平行横轴的区域，货币政策无效。
对么？为什么？
二、简答题：（每题8分，共32分）
1、运用生产的三阶段理论，作图说明我国实行减人增效改革的意义。
2、作图说明完全竞争企业长期均衡的条件和方式。
3、运用乘数和加速原理说明国民经济波动的主要原因。
4、简要说明三个学派对菲利普斯曲线的解释。
三、计算题：（每题6分，共12分）
1、若某商品的需求函数为P=100－，求：在价格P＝60的情况下，该商品的需求曲线价格弹性，并说明对该商品应该采取的涨价或
跌价的政策。
2、假设某厂商面对两段需求曲线：P=25-0.25Q(0P=35-0.75Q(Q20)
其成本曲线TC=200+5Q+0.25
求：该公司的价格、产量和利润或亏损。
四、论述题：（共26分）
1、作图说明消费者的帕累托最优的含义。
（12分）
2、运用IS-LM模型说明两个市场失衡的调节过程。
（14分）。
上海市考研管理复习资料市场营销理论与实践案例分析
上海市考研管理复习资料市场营销理论与实践案例分析市场营销是企业管理中至关重要的一部分，它涉及到产品推广、市场调研、消费者行为等多个方面。
而在考研管理专业中，对市场营销理论与实践的学习更是不可或缺的。
本文将通过分析上海市的市场营销案例，探讨市场营销的实践应用与理论知识，以便考生能够更好地理解和应用市场营销知识。
一、上海某汽车制造企业的市场营销案例分析上海是中国的经济中心之一，拥有众多汽车制造企业。
以某汽车制造企业为例，我们可以看到市场营销在汽车行业的应用。
首先，该企业通过市场调研了解到潜在消费者需求的变化趋势。
随后，他们开发了一款以环保为卖点的电动汽车，并进行了大规模的营销推广活动。
通过上海市的广告媒体、展会和社交网络等渠道，该企业成功吸引了众多消费者的关注，并取得了销售额的大幅增长。
该案例表明，市场调研是市场营销的重要一环。
只有深入了解市场需求，企业才能开发出适应市场的产品，并运用有效的营销策略吸引消费者。
二、上海某餐饮连锁企业的市场营销案例分析除了汽车制造业，上海的餐饮行业也是市场营销的热门领域。
某餐饮连锁企业通过市场调研和分析，了解到上海市消费者对健康、方便、高品质餐饮的需求。
在此基础上，该企业开发了一系列符合消费者期望的产品，并通过多渠道进行宣传和推广。
该企业采用了线上线下相结合的营销方式。
在线上渠道，他们通过社交媒体平台发布美食图片和运营活动，吸引了大量的关注和讨论。
在线下渠道，他们在上海市的各大商圈开设分店，提供高品质的餐饮服务。
通过这些营销策略，该企业实现了市场份额的快速增长，并在上海市的餐饮市场取得了一定的领先地位。
这个案例展示了市场营销的策略性和创新性。
企业在了解市场需求的基础上，针对性地开发产品，并采用多样化的宣传渠道，最终实现了商业目标。
三、市场营销理论与实践的结合通过上述两个案例的分析，我们可以看到市场营销理论与实践之间的密切联系。
市场营销理论提供了思考和指导企业实践的基础，而实践则验证和完善了理论。
上海大学 上大 2002年现代经济学 考研真题及答案解析
答案部分 上海大学 2002 年攻读硕士学位研究生 入学考试试题 产业经济学 学 观经济学） 一、名词解释（每个 3 分，共 15 分）
布丁考研网，在读学长提供高参考价值的复习资料
1.经济人(economic man)：指经济生活中一般人的抽象。其本性被假设为是利己的， 总是力图以最小的经济代价去追逐和获取自身的最大的经济利益。 这样人们做出经济决策的 出发点，就是私人利益，每个人都寻求个人利益极大化，而不会做出于已无利的事。它是西 方经济学在进行经济分析时的一个基本假设，也称为理性人。经济人假设包括以下内容：① 在经济活动中，个人所追求的惟一目标是自身经济利益的最大化。例如，消费者所追求的是 最大限度的自身满足； 生产者所追求的是最大限度的自身利润； 生产要素所有者所追求的是 最大限度的自身报酬。这就是说，经济人主观上既不考虑社会利益，也不考虑自身非经济的 利益。 ②个人所有的经济行为都是有意识的和理性的， 不存在经验型和随机型的决策。 因此， 经济人又被称为理性人。 ③经济人拥有充分的经济信息， 每个人都清楚地了解其所有经济活 动的条件与后果。因此，经济中不存在任何不确定性。获取信息不需要支付任何成本。④各 种生产资源可以自由地、不需要任何成本地在部门之间、地区之间流动。 经济人的利己主义假设并不等于通常意义上所说的“自私自制” ，即该假设并不意味着 这些市场活动个体只会关心自己的钱袋子， 相反， 他们会在孜孜以求地追求自己最大利益的 过程中，自然地、必然地为社会提供最优的产品和服务，从而客观地实现一定的社会利益。 2.生产者剩余（producer’s surplus） ：指生产者愿意出售商品的价格同生产者实际 出售商品的价格之间的差额， 是对生产者总的净收益类似的量度。 某些生产者的生产成本正 好等于市场价格，其他生产者的生产成本可能低于市场价格，并且如果市场价格降低，他也 仍要进行生产和出售。因此，生产者通过出卖这些商品而获取利益——一种剩余。对每一单 位商品来说，在生产者接受的市场价格和生产这个单位的边际成本之间，剩余是不同的。它 代表每一单位的利润加上生产要素增加的租金。 从市场总体来看， 生产者剩余是介于供给曲 线和市场价格之间的那块面积， 这是低成本生产者在市场价格下出售而得到的总利润加上要 素租金。
上海交大经济学初试真题(20200917081843)
2、假定在某个三部门经济中，初始均衡状态始的已知变量为：税率t=，均衡
收入U0=100万元，边际消费倾向为b=。现在设税率减至t'=,政府减少购买10万元，即厶
G=—10万元、求新的均衡收入Y'。税收变化△t和政府预算变化厶BS
论述题：（每题20分，共40分）
用生产可能性边界图， 说明一个社会的经济增长依赖技术进步是最有可行性
实际商业周期理论中，供给冲击的要义 说明或图示（每小题20分，共80分）
设一产品的市场需求函数为Q=1000-10P,成本函数为C=40Q试求：
如果该产品为一垄断厂商生产，利润最大化时的产量，价格和利润为多
计算
11.
（1）
少
（2）
（3）
13.希克斯均衡模型中，利率决定于。
上海交通大学2001年研究生入学考试题（第二部分）
14.凯恩斯否定利息是储蓄的报酬这一经典观点，主张利息是。
15.持久收入假说的主要代表人是；相对收入假说的主要代表人是。
16.税收乘数与转移支付乘数的唯一区别是。
17.在多马经济增长模型中，生产能力的增长等于。
18.“黄金输出点”机制正常起作用时，汇率是波动的，其变动幅度恰好等于。
1.作图说明完全垄断企业的长期均衡
2.运用IS-LM的基本原理，说明我国经济目前所处的状态，一集应该采取的 政策主张（作图）
上海交通大学2001年研究生入学考试题（第一部分）
试题序号：438试题名称：经济学
一、基本概念题：（每题2分）
1.在一个两商品模型中，收入消费曲线随收入的增加而趋近于X轴，则我们可以判断：X是
某人仅消费X和Y两种产品，其效用函数为:U= +100Y-其收入1=672，=4， 推导出此人对Y的需求函数 如果=14，此人将消费多少X在均衡状态下，计算此人对X的需求收入弹性
上海交大经济学初试真题(99-05)
上海交大经济学初试真题(99-05)上海交通大学2005年硕士研究生入学考试试题试题号:438 试题名称:经济学一解释下列术语（每小题5分，共30分）1. 范围经济2. 无谓损失3. 道德风险4. 菜单成本5. 自然失业率的总产出6. 货币乘数二简答并附必要图示（每小题10分，共40分）7. 市场势力与勒纳指数及其关系8. 福利经济学第一定理及其涵义9. 用生产可能性边界图，说明一个社会的经济增长依赖技术进步是最有可行性的10. 实际商业周期理论中，供给冲击的要义三计算，说明或图示（每小题20分，共80分）11. 设一产品的市场需求函数为Q=1000-10P，成本函数为C=40Q。
试求:（1）如果该产品为一垄断厂商生产，利润最大化时的产量，价格和利润为多少？（2）假如要使生产达到帕累托效率，产量和价格应各为多少？（3）两相比较，在垄断厂商生产时，社会福利损失了多少？12. 某人仅消费X和Y两种产品，其效用函数为:U=58X-0.5 +100Y- 其收入I=672， =4，（1）推导出此人对Y的需求函数（2）如果 =14，此人将消费多少X？（3）在均衡状态下，计算此人对X的需求收入弹性E。
13. 设一个经济的总需求方程是Y=600+G+（M/ ），价格调整方程为 = +（ - ）/ 。
其中，=1，自然率总产出 =1500，政府购买G=200，名义货币供给M=550，预期的通胀率 = ，=0。
试求:（1）这个经济从T=0开始到T=3的运行路径（即顺序列出各期的总产出，通胀率和价格水平）（2）这个经济从T=0开始到第几期，总产出可以达到 =1.18 的水平。
1 作图说明低档商品的收入效应、替代效应和全部效应2 作图说明农业产品价格蛛网的特征3 作图说明在单一要素和单一产品的条件下，要素市场垄断和产品市场完全竞争的条件下，生产要素最佳规模的决定4 用乘数和加速数原理说明国民经济周期性波动的主要原因5 说明凯恩斯主义与货币主义政策主张的不同三计算题（每题15分，共30分）1、已知完全竞争市场的需求函数为D＝6300－400P，短期市场供给函数为SS＝3000+150P；单个企业在LAC曲线最低点的价格为6，产量为50；单个企业的成本规模不变、求：1 市场短期均衡价格与长期均衡2 判断该市场是否同时处于长期均衡，求行业内的厂商数量3 如果市场的需求函数变为D＝8000+400P短期供给曲线函数SS=4700+150P，求市场短期均衡的价格和产量4 判断该市场是否同时处于长期均衡，求行业内厂商的数量。
上海交通大学考研历年复试线及国家线
上海交通大学考研历年复试线及国家线2011年一、复试基本分数线(不含医学院)复试基本分数线(不含医学院)二、复试基本分数线(医学院)复试基本分数线(医学院)三、各种专项计划复试分数线各种专项计划复试分数线2010年一、复试基本分数线(不含医学院)二、复试基本分数线(医学院)2009年一、统考(不含医学院)二、统考(医学院)2008年三、工商管理硕士(MBA)A线：英语≥65，综合能力≥120，笔试总分≥215B线：英语≥60，综合能力≥110，笔试总分≥190 2007年三、工商管理硕士(MBA)1、英语≥60，综合能力≥120，总分≥205，直接进入复试；2、英语≥50，综合能力≥100，205＞总分≥188，并满足下列四个条件之一，由本人提出申请，经上海交通大学MBA复试资格审查小组审查批准，可以取得复试资格。
(1)从事管理工作三年以上且业绩突出者，请提交业绩报告和主管领导的推荐信；(2)在大、中型企业担任中层或中层以上管理职务者，请提交单位人事部门任命文件或相关证明，并对本人职务做详细描述；(3)获省市级以上奖励者，请提交奖励证书(奖状)复印件；(4)本人创业且公司拥有一定规模者，请提交公司最近一年的年审报表和营业执照复印件。
四、法律硕士政治≥55，英语≥50，专业基础课≥85，专业综合≥85，总分≥330五、单独考试(含强军计划)政治≥50，英语≥45，业务课1≥70,业务课2≥70，总分≥300(教育学、医学专业的单独考试复试基本分数线为：政治≥50,英语≥45，业务课1≥140，总分≥300)六、软件工程硕士1、双证(授予上海交通大学硕士研究生毕业证书和软件工程专业学位证书)招生计划80名。
同时满足以下条件的考生可以向软件学院()申请：(1)报考上海交通大学电子信息与电气工程学院、信息安全学院、软件学院、微电子学院、数学系，或具有IT相关专业本科教育经历，未被原报考第一志愿录取者；(2)政治≥55,英语≥55，数学≥75,专业课≥75，总分≥315。
上海市考研管理学复习资料市场营销战略解析
上海市考研管理学复习资料市场营销战略解析市场营销战略是商业成功的关键所在。
在如今竞争激烈的商业环境中，企业必须制定有效的市场营销战略来增强竞争力并实现可持续发展。
尤其对于考研管理学的学生来说，了解市场营销战略的原理和实践意义，将对他们未来的职业发展有着重要影响。
本文将对上海市考研管理学复习资料的市场营销战略进行解析，并探讨其实际应用。
1. 市场营销战略的概念和意义市场营销战略是指企业在市场环境中运用一系列策略和手段，以达到市场目标并实现竞争优势的长期规划和行动方案。
市场营销战略的制定和实施对于企业来说至关重要，它能够帮助企业确定目标市场、把握市场需求、制定产品定位和差异化策略、选择合适的市场推广方式以及建立长期竞争优势。
2. 上海市考研管理学复习资料的市场定位上海市考研管理学复习资料面向考研学生群体，其市场定位是提供高质量、全面的复习资料，帮助学生取得优异的考试成绩。
在制定市场营销战略时，复习资料提供商需要考虑如何满足学生的需求，以及如何与竞争对手进行差异化竞争。
3. 产品策略在产品策略方面，上海市考研管理学复习资料提供商可以通过以下几个方面来实现差异化竞争：一是多样化的复习资料类型，如书籍、电子资源、在线课程等，以满足不同学生的学习需求；二是与知名教育机构或名师合作，提供由专业人士编写或讲授的复习资料，以增加其可信度和影响力；三是提供个性化的学习计划和指导，帮助学生提高学习效果。
4. 价格策略在价格策略上，上海市考研管理学复习资料提供商可以根据市场需求和竞争情况来制定差异化的价格策略。
例如，可以推出高端的复习资料套装，面向愿意支付更高价格的学生群体，同时也可以提供低价或折扣活动，以吸引对价格敏感的学生。
5. 渠道策略渠道策略是指将产品送达到目标市场的方式和方法。
对于上海市考研管理学复习资料提供商来说，可以通过线上渠道和线下实体店两种方式来销售复习资料。
线上渠道可以借助互联网平台，如官方网站、电子商务平台等，来推广和销售产品；而线下实体店则可以位于各大高校附近或者学习辅导机构内，以便更好地接触和服务目标学生群体。
上海交通大学硕士生入学-英语水平考试2002
上海交通大学2002年硕士生入学考试试题试题序号____________533____________试题名称：英语水平考试（答案必须写在答题纸上，否则答题无效）Time allowed: 3 HoursWarning: Answers to all questions should be given to on the ANSWER SHEET.Do not write or mark your answers in the test book.Section 1 (10%)Give the phonetic transcription for each of the following words. (Please pay attention to the part of speech of these words):1.morpheme n.2.chameleon n.3.Rosetta n.4.goliath n.5.chimpanzee n.6.diabetes n.7.aurora n. 8.feudality n.9.fait accompli n.10.ghetto n.11.camouflage n.12.progress v.13.Gestalt n.14.Gotham n.15.hieroglyphic adj.16.coup n.17.borough n.18.exonerate v.19.extradite v.20.Herculean adj.Section 2 (15%)Beneath each of the following sentences, there are 4 choices marked A, B, C and D. Choose the one that best completes the sentence or that is nearest in meaning to the expression underlined.21.I doubt whether he can keep ----- his efforts much longer as he looks very tired.A.upB.onC.on withD.at22.He came to inspect the house _______ buying it.A.in the event ofB.with a view toC.on account ofD.in case of23.Income tax rates are ______ to one‟s annual income.A.relatedB.associatedC.adaptedD.based24.Elegantly-dressed people were strolling along the many tree-lined _____ through the parkA.alloysB.avenuesC.passagesD.alleys25.The snake _____ smoothly through the long grass.A.creptB.skiddedC.skiddedD.crouched26.Her dress was too wide on the waist that she _____ it _______.A.made…upB.gave… upC.took… outD.took… in27.I was very ______ by the nurse‟s attitude; it really annoyed me.A.put overB.put outC.put byD.put aside28.His wrist had been badly fractured so he had it supported in a ____ tied round his neck.A.slingB.blasterC.lintD.splint29.The old man had bronchitis and was very ____ whenever he exerted himself.A.wheezyB.gustyC.huffyD.puffy30.The old lady couldn‟t ____ because she has rheumatism.A.get aboutB.get onC.get throughD.get in31.If you are bitten by a poisonous snake it is necessary to be given an _____ as quickly as possible.A.analgesicB.antitoxinC.antibioticD.antidote32.There was an epidemic of measles in the children‟s ward and most of them ____ with it.A.got onB.came inC.went downD.fell down33.Give her some smelling salts, it will ____ her _____.A.bring…upB.bring…downC.bring…roundD.bring…on34.You‟ll have to work harder; your work does not _____ the required standard.e out withe up toe round toe up with35.He believed that poverty was ineradicable and that no social legislation could be more than ____.A.interpretiveB.palliativeC.desultoryD.excruciating36.Even while he was openly accusing his partners of dishonesty, he was making secrete arrangements to flee thecountry.A.covertB.quiescentC.subcutaneousD.ephemeral37.Although he spoke well, his writing was clumsy under the circumstances.A.maladroitB.imperturbableC.malignantD.relevant38.The hot, humid day made me feel completely unnerve; I sank back weakly into the hammock.A.sedulousB.sapientC.enervatedD.protracted39.The painter demurred and procrastinated so much that it was clear he would take on the job with greatreluctance.A.was ferventB.was amorphousC.was taciturnD.loitered40.After seven hours of listening to his interminable story-telling, we finally escaped from the talkative man.A.evasiveB.surreptitiousC.garrulousD.replenished41.In its search for means of inducing sleep in the grievously sick, modern researchers have analyzed many ofthe lethargic compounds that primitive people have discovered.A.bubonicB.soporificC.crepuscularD.inferential42.Being a man of maxims, he was given to aphoristic expression.A.transmogrifiedB.sebaceousC.sentimentD.sententious43.His creation was a direct opposite to dogmatism of the time.A.an antisepticB.antisocialC.appalledD.an antithesis44.I‟m afraid your car is broken-down.A.destroyedB.defunctC.devouredD.defamed45.Variety is the very spice of life.A.zestB.successionC.wisdomD.essence46.She resided with some relatives in London for a month.A.solacedB.solicitedC.soothedD.sojourned47.The book is a spinoff of his master‟s thesis.A. a reproductionB. a copyC.an offshootD. a sketch48.The comedian‟s takeoff of a fat man running for a bus was very amusing.A.carnageB.caresC.carriageD.caricature49.Your boss is such a task master that he‟ll dock you for coming in two minutes.A.martinetB.marshaledC.marredD.martyred50.The pier standing out over a shallow bay is functional in loading and unloading of cargoes.A.juttingB.jostlingC.jarringD.juxtaposingSECTION 3 (15%)Read each of the following sentences carefully. Then circle the appropriate letter in the answer column. SelectA.I f the sentence contains any faulty elements in parallel structure;B.I f the sentence contains any faulty elements in terms of redundancy or superfluity;C.I f the sentence contains any faulty elements in fused structure;D. If the sentence contains any faulty elements in terms of ambiguity or illogicalness.51.To know that we know what we know, and we do no not know what we do not know, that is true knowledge.52.Sun Yat-sen‟s firm support for cooperation between the two parties thwarted the efforts of the KMTRight-wingers to undertake activities to split the KMT.53.I decided it was high time we camped and it would soon be dark so I turned the canoe toward shore.54.Over the past decades he has devoted the greater part of his life to developing and spreading improved orangestrains among fruit growers.55.The writing was not sincere and the author was showing off then blowing a loud horn to draw attention tohimself.56.Singapore will bar America‟s popular female star Madonna from staging a show in its territory.57.In adopting the United States of America as your homeland, I want to congratulate you as a citizen of thisnation we hold so dear.58.It is also necessary to put an end to the situation in which the leading organizations accompany the guerrillaunits here and there.59.The Civil Administration of China has decided to start the business of advance booking and ticketing onconnection and return flights.60.I perceived it had been scoured with half an eye.61.Mrs. Grey is a boss whom employees respect but is a little frightening.62.To become a successful entrepreneur, self-confidence is essential.63.Earlier in his life Antonio had been a waiter, a tour guide, an auto mechanic, and taught at school.64.In 1238 Henry gave him his sister Eleanor, widow of the eldest son of William Marshall, the Regent, inmarriage.65.We used to root for the Indians against the cavalry, because we didn‟t think it was fair in the history booksthat the cavalry‟s winning was a great victory, and when the Indians won it was a massacre.SECTION 4 (15%)Most of the following sentences contain mistakes. Correct the erroneous sentences and write the word “correct” beside the correct one(s):66.Sex education should be taught in high school because parents are either too scared or too busy to teach thefact the fact of life to them.67.Home is home, were it ever so homely.68.I‟d rather you would go by train, because I can‟t bear the idea of you being in an airplane in such bad weather.69.When it comes to bell the cat, the mice have nothing to say.70.Do you really have got a good time at these weekly parties?71.I shall be glad to consider whatever suggestion that you may offer.72.At this time Medicare is updating their files and is requesting a copy of your Medicare card.73.It‟s me that am responsible for the organization.74.They had each his problem.75.To lead China into the 21st century, efforts must also be made to promote cultural and ethical progress, toconsolidate the party, to strengthen unity among China‟s various ethnic groups, and to maintain political stability.76.There is no such a thing as “ghost” under the sun.77.It was between 1830 and 1835 when the modern newspaper was born.78.He was armed with a long sword slung in a belt, and which bumped carelessly against the calves of his legs.79.Now this miracle, with those that have already been mentioned, has as authentic and attestation, and evenmore so, as any of the Gospel miracles.80.Linguistics is a scientific study of the language.Section 5 (20%)Read the following passages and then answer the questions that follow:Passage AYet the difference in tone and language must strike us, so soon as it is philosophy that speaks: that change should remind us that even if the function of religion and that of reason coincide, this function is performed in the two cases by very different organs. Religious are many, reason one. Religious consists of conscious ideas, hopes, enthusiasms, and objects of worship; it operates by grace and flourishes by prayer. Reason, on the other hand, is a mere principle or potential order, on which indeed we may come to reflect but which exists in us ideally only, without variation or stress of any kind. We conform or do not conform to it; it does not urge or chide us, nor call for any emotions on our part other than those naturally aroused by the various objects which it unfolds in their true nature and proportion. Religion brings some order into life by weighting it with new materials. Reason adds to the natural materials only the perfect order which experience may more or less embody. Religion is a part of experience itself, a mass of sentiments and ideas. The one is an inviolate principle, the other a changing and struggling force. And yet this struggling and changing force of religion seems to direct man toward something eternal. It seems to make for an ultimate harmony within the soul and for an ultimate harmony between the soul and all that the soul depends upon. Religion, in its intent, is a more conscious and direct pursuit of the life of Reason than is society, science, or art, for these approach and fill out the ideal life tentatively and piecemeal,hardly regarding the goal or caring for the ultimate justification of the instinctive aims. Religion also has an instinctive and blind side and bubbles up in all manner of chance practices and intuitions; soon, however, if feels its way toward the heart of things, and from whatever quarter it may come, veers in the direction of the ultimate.Nevertheless, we must confess that religious pursuit of the Life of Reason has been singularly satisfaction with its results, thanks to a fond partiality in reading the past and generous draughts of hope for the future; but any one regarding the various religions at once and comparing their achievements with what reason requires, must feel how terrible is the disappointment which they have one and all prepared for mankind. Their chief anxiety has been to offer imaginary really cured by well-directed effort. The Greek oracles, for instance, pretend to heal our natural ignorance, which has its appropriate though difficult cure, while the Christian, vision of heaven pretended to be an antidote to our natural death--- the inevitable correlate of birth and of a changing and conditioned existence. By methods of this sort little can be done for the real betterment of life. To confuse intelligence and dislocate sentiment by gratuitous fictions is a shortsighted way of pursuing happiness. Nature is soon avenged. An unhealthy exaltation and a one-sided morality have to be followed by regrettable reactions. When these come, the real rewards of life may seem vain to a relaxed vitality, and the very name of virtue may irritate young spirits untrained in any natural excellence. Thus religion too often debauches the morality it comes to sanction and impedes the science it ought to fulfill.What is the secret of this ineptitude? Why does religion, so near to rationality in its purpose, fall so short of it in its texture and in its results? The answer is easy: religion pursues rationality through the imagination. When it explains events or assigns causes, it is an imaginative substitute for science. When it gives precepts, insinuates ideals, or remoulds aspiration, it is an imaginative substitute for wisdom--- I mean for the deliberate and impartial pursuit of all good. The condition and the aims of life are both represented in religion poetically, but this poetry tends to arrogate to itself literal truth and moral authority, neither of which it possesses. Hence the depth and importance of religion becomes intelligible no less than its contractions and practical disasters. Its object is the same as that of reason, but its method is to proceed by intuition and by unchecked poetical conceits.81.As used in the passage, the author would define wisdom as:A.the pursuit of rationality through imaginationB.an emotional search for the truthC. a purposeful and unbiased quest for that which is bestD. a short-sighted way of pursuing happiness.82.Which of the following statements is not true, according to the author?A.Religion seeks the truth through imagination; reason, in its search, utilizes the emotionsB.Religion has proved an ineffective tool in solving man‟s problemsC.Science seeks a piecemeal solution to man‟s questionsD.The functions of philosophy and reason are the same.83.According to the author, science differs form religion in that:A.it is unaware of ultimate goalsB.it is unimaginativeC.its findings are exact and finalD.it resembles society and art84.The author of this passage states that religion differs from rationality in that:A.it relies on intuition rather than reasoningB.it is not concerned with ultimate justification of its instinctive aimC.it has not disappointed mankindD.it has inspired mankind85.according to the author, the pursuit of religion has proved to be:A. a vital necessity in answering the problems of mankind.B.imaginativeC. a provider of hope for the futureD.ineffectualPassage BI find it wholesome to be alone the greater part of the time; to be in company, even with the best, is soon wearisome and dissipating, and I never found a companion so companionable as solitude.We are for the most part more lonely when we go abroad than when we stay in our chambers, for solitude is not measured by the miles of space that intervene between a man and his fellow.The farmer, who can work alone all day without feeling lonesome, but must recreate with others at night, wonders how the student can sit alone at night; he does not realize that the student, though in the house, is actually at work in his field and chopping his wood as the farmer was in his.Society is commonly too cheap: We meet at very short intervals, not having had time to acquire any new value for each other; we meet at meals three times a day and give each other a new taste of that musty old cheese that we are; we live thick and are in each other‟s way, and I think that we thus lose some respect for one another.We have had to agree on a certain set of rules, called etiquette and politeness, to make this frequent meeting tolerable; certainly less frequency would suffice for all important and hearty communications between men.It would be better if there were but one inhabitant to a square mile, as where I live, for as the value of a man is not in his skin, we need not touch him.86. A person can be more lonely among men than by himself at home languageA.loneliness is a state of mindB.loneliness is not the same as being aloneC.solitude is not measured in milesD.all of the above87.Frequent meetings prevent us fromA.refreshing ourselvesB.appreciating the values of solitudeC.acquiring new values for each otherD.feeling lonely between meetings88.By living “thick,” the author thinks we willA.find new values in ourselvesB.increase the value of our friendshipsC.lose respect for one anotherD.acquire respect for society89.The author says that etiquette and politeness areA.rules agreed on to facilitate frequent meetingsB.necessary rules for the conduct of any societyC.false standards of value fostered by societyD.rules that make frequent meetings tolerable90.The author seems to think that less frequent meetings wouldA.limit the value of friendshipB.detract from the value of societyC.make us more aware of the value of menD.eliminate the need for etiquette and politenessPassage CWinging it in foreign marketsWinging it in foreign markets(1) What do hamburgers, hot dogs, soft cheeses, portion-packed yogurt, and Scotch whisky have in common besides that they‟re all edible or drinkable? Th ey all sell like mad in global markers, and one strategy is responsible for their success. As marketers, we have three—and only three-available strategies for taking a product across national boundaries. Themethod behind these successful products is ore of these three:(2) Phased internationalization appeals enormously to marketing people. It is what we all leaned when we became marketers. You go to a foreign country with knowledge of your manufacturing capabilities but with no presuppositions about products. Next, you buy research to find out exactly what people there want within a product area you can cater to. Finally, you come home and get your development people to put togethera product with which you can compete in that foreign market.(3) Global marketing is the trendiest and seemingly most promising approach. From a marketing point of' view, it is a highly responsible strategy. Ignoring frontiers, you go out into a part of the world and try to discover newly emerging needs you might respond to with your manufacturing capabilities. You are particularly alert to consumer typology and to the behavior patterns into which your product offering will have to fit. You do a conscientious market segmentation job.(4) The shot-in-the-dark method is the seemingly crude, even sloppy, process of picking a product that is already successful in the home market and taking it abroad in the hope that it will sell there. It is an “unmark e ting” approach since it makes what may be unwarranted assumptions about the behavior of a new and unfamiliar group of customers.(5) While we marketers are usually most comfortable with the first two approaches, the last-the shot-in-the-dark--is the one we use most often. Phased internationalization and formal global strategies are far less risky, but marketers who use them often miss the golden opportunities for taking products across national borders that may be right on our doorstep.Constraints abroad(6) When transcending national borders, marketers and product development people I all industries face a host of constraints. Some of these are obvious. People in different countries speak different languages. Rules and regulations differ across national borders: in most countries your drive on the right, but in some you drive on the left. Then there are climate, economic conditions, race, topography, political stability, and occupations. The most important source of constrains by far, and the most difficult to measure, is cultural differences rooted in history, education, economics, and legal system.(7) Because of all these differences, the international convertibility of products and services varies enormously from one product category to another. Pocket calculators, credit card facilities, and lubricating oils need few international adaptations, whereas toilet soap, phonograph records, and candy require rather more adjustment. I am intrigued by how slow simple services like retailing and retail banking are to globalize and yet how standardization in some international hotel chains has gone so far that, as long as you stay inside the hotel,you cannot tell whether you are in Vancouver, Kuala Lumpur, Stockholm, or Torremolinos.(8) Of all the products I can think of food and drink are probably the hardest to take global. Two constraints make globalizing food products especially difficult. The first, which is virtually unique to food products, is recognizability. People want to know what their food is made of, and they usually want to know how it‟s processed. They require recognizability in the appearance, the taste, and --- in most cases--- the texture of foods. Consumers impose on such requirements when they buy durable (except for textiles to some extent), personal care products, or household goods.Two constraints make globalizing food products especially difficult. The first, which is virtually unique to food products, is recognizability. People want to know what their food is made of, and they usually want to know how it‟s processed. They req uire reccognizability in the appearance, the taste, and--in most cases ---the texture of foods. Consumers impose no such requirements when they buy durables (except for textiles to some extent), personal care products, or household goods.(9) The recognizability con straint means that a food or a beverage product won‟t sell in countries where the people aren‟t familiar with its ingredients. It means that the amount of engineering and processing that companies can apply to food is limited. The recognizability requirement also means that extensive processing is more acceptable in countries where it is. Instant coffee is unpopular m Germany, France, and Italy, where people drink a lot of coffee and want it freshly brewed, it is more popular in non-coffee-drink countries like Britain and Ireland.(10) The second main constraint on globalizing food products is what I call the age symptom. The more a product is associated with long-standing usage habits. The less internationally marketable it is. Conversely, the more recent the usage pattern, the more likely it is that the product will be marketable in a variety of countries.(I 1) The age symptom does not apply just to food products, of course. Garden spades, which have been in use for ages, look quite different in Switzerland, England, and Holland. But gardeners in those countries use identical motor diggers. And although styles do evolve slowly, men' s formal clothing is made in response to long-established usage habits. You don' t need to be a tailor to tell a German, a Frenchman, and a Briton apart by the suits or the shoes they wear. But with the recent emergence of casual clothing, everybody wears the same jeans, T-shirts, and sneakers.(12) The reason for this phenomenon is not mysterious. Products that have been around a long time respond to long-established usage patterns because people in different, countries, and indeed different regions, used to live in isolation. Our modem international communications have proliferated: we can look at each other daily on TV, so our newly emerging usage patterns converge and thereby enhance the globalizability of the new products that respond to those patterns. Some products that respond to long-established usage patterns are natural cheese, popular cuts of meat, and varieties of beers, wines, and spirits. Products that respond to more recent usage patterns are portion-packed yogurts, hamburgers, hot dogs, soft .Stinks, and light beers. These products have more global potential than those that respond to older usage patterns. Global products like these have often come from the needs or wishes of a new stratum of customers, or—it doesn't matter which way you put it--a new stratum of customers has come along as suppliers have produced low cost, universally available, integrated products.(13) Even though a food or a drink product that sells successfully in one country theoretically will not sell in another unless research explicitly predicts otherwise, many food products are, in fact, big Successes globally. Moreover, I would argue that their success is overwhelmingly due to a shot-in-the-dark marketing approach.(1.4) Look, for example at British food consumption patterns over the past 20 years. The United Kingdom has a massive debit balance of trade in food. My estimate of the consumer value of products that werenew to the U.K. market in the past 20 years is $4.5 billion--more than 10% of total consumer spending on food. Further estimates show that 85% of those new products have either been imported or based on existing product concepts in other countries. Evidently, Britons tike to try foods they‟re unfamiliar with.(15) By far the most important source of new product ideas in Britain has been, and is likely to remain existing products in other countries. In 1985, for example, Britons ate $90 million worth of steaklets and grill steaks--food products that, 20 years ago, were practically unheard of in Britain. The concept originated in America and is now meeting an enthusiastic response overseas. In the same year, Britons ate $260 million worth of yogurt--a product idea that came from Europe. Other non-indigenous foods popular in Britain now are low-fat cheeses. breakfast cereals, mineral water, pasta, and cookies.(16) Some of these-products came to Britain through phased internationalization and through the formal global approach. Most of them, however, came by the shot-in-the dark method. True, they were extensively researched and tested before their launch onto the British market. But the important fact is that they were products that had already established themselves in their "respective home markets and were brought to Britain with a "let‟s try and see” attitude.What doesn’t’ work(17) Phased internationalization works best with a single product in a particular market---the Dutch sell feta cheese in the Middle East, the Danes sell British-style bacon in Britain and the Swiss-chocolate makers carefully formulate their products to sell in America. Heinz and Unilever, among many others, have largely built their international business on this approach.(I 8) Phased internationalization, though, has a number of disadvantages. Because of the low international convertibility of food products, a product formulated for a single foreign country is unlikely to be salable in another. The Dutch do not sell their feta cheese outside the Middle East, nor do the Danes sell British-style bacon outside Britain. The North American Swiss chocolate recipes are unsuitable for other areas. Consequently, this strategy implies a country-by-country approach to international expansion.(19) Moreover, the foreign supplier in a market may also have difficulty matching theValue/price framework established by the indigenous competition. Finally, the foreign supplier may have difficulty establishing credibility. While some German cheese makers produce a very good Camembert, I imagine they‟d have trouble selling it to the French. And despite their status as the world‟s largest producer of Scotch-type whisk, the Suntory Company in Japan considers it unwise to sell its product in Britain.(20) To all appearances the global marketing approach solves all these problems. It looks, without a doubt, like the worthiest of the three strategies. It promises all the benefits of economies of scale without the concessions dictated by the need to maximize market penetration. You can afford to skim the cream off your markets. You sell not what the greatest number of consumers finds acceptable; instead you sell what a minority of consumers is very keen on.Some products that were deliberately developed to sell in global markets are margarine (though the originators of the product curiously, never adopted a global brand strategy for it), IDV‟s Bailey‟s Irish Cream Liqueur, Ferrero's Tic Tac candy, and Rocher chocolates. Some global brands have global strategies. Others--Coca-Cola, Kellogg‟s cornflakes, Heineken beer, and McDonald‟s hamburgers, for example--have not. In the food and drink arena, brands that succeed in using the global marketing approach are few and far between. The reasons are the few international convertibility of food and drink products mentioned earlier and the increasing difficulty of finding brand names for international use.。
上海交通大学历年考研真题2002-2012(1)
上海交通大学历年考研试题2002年行政学一、名词解释（每题4分，10题，共40分）1、行政制度2、行政行为3、行政主体4、编制5、行为科学6、行政协调7、行政文化8、行政过程9、预算 10、组织行政二、简述题（每题10分，4题，共40分）1、行政激励的方法。
2、非正式组织及其特点。
3、公正性的标准。
4、我国社会主义民主政治下的行政监督。
三、论述题（1题，共20分）略论新形势下提高我国政府机构行政效率的方法与途径。
2002硕士研究生入学考试试题-管理学一、简述题（每小题5分，共40分）1、如何理解管理的自然属性？2、简述三种控制类型的含义。
3、简述谈判的基本方法。
4、简述矩阵结构组织形式的优缺点。
5、组织设计需要考虑哪几个基本原则？6、管理的法律方法及作用是什么？7、有效沟通的障碍有哪些？8、常用的盈利比是什么？二、判断题（每小题2分，共20分）1、高层管理者的主要工作是决策。
2、领到这之所以对部下有影响力，全靠手中的权力，拥有权力才能有影响力，权力越大，影响力越大。
3、股份有限公司的最高权力机构是股东会。
4、对于管理人员的选聘来说，从组织外部招聘一般优于从组织内部提升。
5、企业的规章制度一旦制定出来，就必须不折不扣地加以执行。
6、知识越来越引起人们的高度重视，原因在于知识是一种特殊的资源。
其特殊性表现在快速贬值、价值难以评估等方面。
7、管理学是有国界的。
8、由高层管理者制定而且时间跨度很长的计划就成为战略计划。
9、依据系统管理理论的思想，企业的竞争优势取决于策略组合的优势而不是单个策略的优势。
10、创新是管理的基本职能，而维持则已过时。
三、选择题（每题2分，共20分）1、在一定规模条件下，管理幅度越大，其管理层次就会：[A]越少越多[C]不变[D]时多时少2、下列非正式组织的作用中，哪一种是对组织管理工作最不利的？[A]不同正式组织的成员集中于同一非正式组织中在非正式组织中传播着小道消息[C]非正式组织间有明显的竞争关系[D]非正式组织中的核心人物具有相同或者大于政治组织领导的影响力和号召力3、“科学管理理论”的创始人是：[A]法约尔[B]泰罗[C]梅奥[D]福特4、当人们认为自己的报酬与劳动之比与他们的报酬与劳动之比相等时，就会有较大的激励作用，这种理论称为：[A]双因素理论效用理论[C]公平理论[D]强化理论5、以下哪种情况不是由于过分集权引起的？[A]降低决策质量降低企业员工的工作热情[C]增加企业各部门之间的摩擦[D]削弱了企业的应变能力6、根据某地统计年鉴，该地区去年的电话占有率为每百人34.5部。
上海交通大学2003年硕士研究生入学考试试题
上海交通大学2003年硕士研究生入学考试试题811 质量管理学（解析与答案）一、填空（30分）1、质量管理在发展到全面质量管理阶段之前经历过一下两个发展阶段：（1），（2）；各个发展阶段中对质量管理的发展做出突出贡献的代表人物有：（3）、（4）、（5）、（6）。
【答案解析】：（1）质量检验阶段（2）统计控制阶段（3）泰勒（4）修哈特（5）戴明（6）费根堡姆考察质量管理的三个发展阶段，第一个阶段代表人物泰勒，第二阶段修哈特、戴明，第三阶段费根堡姆。
出现在第一章第四节。
2、在推行全面质量管理时，要求做到“三全一多样”。
即全面的质量管理，（1）的质量管理，（2）的质量管理，以前全面质量管理所采用的方法是（3）。
【答案解析】：（1）全过程（2）全员参与（3）多种多样的“三全一多样”是全面质量管理的特点。
考察全面质量管理，出现在教材第二章第一节。
3、ISO9000：1994质量管理和质量保证标准由ISO9000、ISO9001、ISO9002、ISO9003、ISO9004等5个标准组成，其中ISO9000为（1），ISO9001、ISO9002、ISO9003为一组（2），ISO9004是（3）。
【答案解析】：（1）选择和使用指南（2）保证模式（3）指南考察1994版ISO9000族标准的基本结构。
出现在第三章第二节。
4、质量认证的最大特点是由（1）进行证明的活动。
【答案解析】：（1）第三方考察质量认证（产品质量认证、质量体系认证）的相关概念。
出现在第三章第六节。
5、排列图的主要用途是：（1）；因果图的主要用途是：（2）。
【答案解析】：（1）找出主要问题或影响质量的主要因素（2）找到质量问题的主要原因考察旧七种质量工具的主要用途。
出现在第四章。
6、质量成本可分为四类：（1），（2），（3），（4）。
【答案解析】：（1）预防成本（2）鉴定成本（3）内部故障成本（4）外部故障成本考察质量成本的分类，即质量成本项目。
上交大《市场营销基础》教学资源 教学检测 试卷B
8．下列各因素中，不属于人员推销基本要素的是（）。
A．推销人员B．推销的商品C．推销条件D．推销对象9.（）让消费者心理产生“焦点关注”的满足感，投消费者所好，引发互动与购买行动。
A．趣味原则B．利益原则C．互动原则D．个性原则10．服务营销的核心理念是（）。
A.研究如何促进作为产品的服务的交换B.顾客满意和顾客忠诚，通过职得顾客的满意和忠诚来促进相互有利的交换，最终实现营销绩效的改进和企业的长期成长C.研究如何利用服务作为一种营销工具促进有形产品的交换D.将服务用于出售或者是同产品连在一起进行出售二、填空题（每空1分，共20分）1．管理的核心是处理的关系。
1．市场的大小取决于、购买力、购买欲望的大小。
2.根据恩格尔定律，随着家庭收入的增加，恩格尔系数将。
3. 是以过去积累的统计资料为基础运用数学方法进行分析计算，对预测对象未来发展变化趋势进行量的分析和描述的方法。
4.细分后的市场的特征在一定时期内能够保持不变，企业占领市场后在相当长的时期内不需要改变自己的目标市场。
这是细分市场的原则。
5．产品组合的宽度是指产品组合中所拥有的数目。
6.产品的最高价格取决于产品的。
7.当生产量大且超过了企业自销能力的许可时，其渠道策略应为。
8. 是公共关系的核心问题。
9. 理论要求企业行销人员实行“温馨人情”的用户管理策略，用体贴入微的服务来感动用户。
10．关系营销更为注意的是顾客。
1分，共10分）( )( ) 市场调研为制订企业生产经营计划提供依据。
( ) 企业选择目标市场要考虑企业的实力。
( ) 寻找新的细分市场是成长期的营销策略。
( ) 成本加成定价法有利于利润最大化。
( ) 企业在经营鲜活易腐产品、技术性强的产品、体积大、重量大的产品情况下最好( )( ) 理论中市场营销组合的四个基本要素包括成本、沟通、顾客、便利。
( ) ．绿色促销的主要手段包括绿色产品、绿色服务、绿色广告、绿色公关。
( )4分，共16分）。
上海市考研管理学复习资料市场营销策略与实践案例分析
上海市考研管理学复习资料市场营销策略与实践案例分析市场营销是现代企业必备的核心竞争力之一，无论是产品还是服务，都需要良好的市场营销策略与实践。
本文将以上海市考研管理学复习资料市场营销为例，进行策略与实践的案例分析，以期为读者提供有关市场营销的实际案例，并探究其中的成功之道。
一、市场背景分析上海市考研管理学复习资料市场是一个庞大而复杂的市场。
众多的考研学生需要针对管理学科进行复习，市场需求量大，但市场竞争激烈。
因此，针对该市场的市场背景进行深入分析非常必要。
首先，上海市是一个经济发达的城市，考研学生数量众多，其中管理学科的复习需求相对较高。
其次，随着社会的发展，人们对考研的重视程度不断提高，基于这样的市场需求，考研管理学复习资料市场潜力巨大。
而这也带来了市场竞争的加剧，各种复习资料层出不穷。
二、市场营销策略分析为了在竞争激烈的市场中脱颖而出，上海市考研管理学复习资料市场需要制定相应的市场营销策略。
1. 定位策略：根据市场需求和竞争情况，确定自己的市场定位，明确自己的产品特点和目标消费群体。
上海市考研管理学复习资料可以将自己定位为专业、全面、高效的复习资料提供方，以满足考生对高质量复习资料的需求。
2. 产品策略：打造优质的复习资料产品，包括教材、题目、辅导课程等。
产品质量是核心竞争力的体现，上海市考研管理学复习资料需要在内容、形式、交互性等方面做到精益求精，为考生提供有针对性、系统性和可操作性的复习资料产品。
3. 价格策略：制定合理的价格策略，既要考虑到自身运营成本，又要考虑到市场竞争状况。
上海市考研管理学复习资料可以采取差异化的价格策略，根据产品质量和服务水平的不同，制定不同档次的价格，以满足不同层次考生的需求。
4. 渠道策略：选择合适的销售渠道，包括线上和线下渠道。
考虑到年轻考生的购买习惯，上海市考研管理学复习资料可以加大线上推广力度，通过互联网平台、社交媒体等渠道进行宣传推广，提高知名度和产品曝光度。
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2002年上海理工大学硕士研究生入学考试试题
考试科目：市场营销
一、选择判断题（T表示正确，F表示错误）（4*5=20）
1.公共关系同广告、人员推销和营业推广一样都是直接促销的手段。
（ ）
2.购买力是收入、价格、储蓄和信用的函数，而怀社会文化因素无关。
（ ）
3.与市场调研相比，营销调研含义更广，除研究客户外，还研究与营销决策直接相关的数据资料。
4.国际营销就是把体企业的产品通过国际渠道，采取促销手段，推销到国外去的过程。
（ ）
5.产品选择是一种文化现象，文化决定了购买者对产品以及产品提供什么样的满足的看法。
（ ）
二、解释下列营销名词（3×4＝12）
1.市场占有率
2.促销
3.集中性营销策略
4.渠道
三、简答题（6×5＝30）
1.什么叫商标，为什么要在国内外注册商品的商标。
2.谈谈对消费者购买行为决策过程的认识。
3.论述STP营销战略原理。
4.营销组合四要素是哪几个，分别简述它们的涵义。
5.论述实体分销决策的重要内容。
四、计算题（2×12＝24）
1.企业引进一种新产品，费用5万元，大营销需花费用2万元，小营销需费用0.5万
元，收益情况如下表：
不引进0.4
其它企业
引进0.6
本企业营销0.7不营销0.3
引
大规模51020
进小规模4912
不引进0
请分析讨论企业应该采取哪种策略。
2.上外公司收到澳大利亚某客户来电，询购100只睡袋，请按下列条件报出每只睡袋
的CIFC3%悉尼的美元价格。
睡袋国内购货成本为每只50元人民币，国内其他费用总计为5000元人民币，上外公司的预期利润为10%。
该睡袋为纸箱装，每箱20只。
从装运港至悉尼的海运费为每箱20美元。
海运出口保险按CIF价加一成投保一切险，战争险，费率为0.8%（注：人民币对美元的汇率为8：1）
五、案例（2×12＝24）
1.公司背景：CBC公司是一个拥有多种产品的高技术公司。
公司职工约有184,000
人，有大约300个工厂，在世界各地都设有销售办事处和服务网点。
CBC公司是世界上最大的50个工业康采恩之一，美国十大制造公司之一，也是美国的主要军工企业。
其三大业务领域是宇航、建筑系统和电子。
主要产品系列包括喷气式发动机、空调设备、电梯、直升飞机和半导体产品。
其他产品还有，喷气式发动机控制器、环境控制品、飞机螺旋桨、雷达及展示系统、整体指令系统及火控制系统、微电脑、印刷油墨、汽车油漆，等等。