I. Explanation of nouns 1. Market management concept, also known as marketing management concept, is the guiding ideology implemented in enterprise marketing activities, that is, the management concept or view of enterprise decision makers and marketers, which summarizes the management attitude and thinking mode of an enterprise. 2, marketing myopia: refers to the lack of foresight in marketing management, only to see the good quality of their own products, can not see the changing market demand, and ultimately make enterprises into trouble. 3. Organizational market: The so-called organizational market is a market composed of all non-individual consumer organizations, including production enterprises, service enterprises, commercial enterprises, government agencies, non-governmental organizations and various non-profit organizations. 4. Micro-environment: refers to various forces that affect the trend of an enterprise's ability to serve customers, including the enterprise itself and its marketing channels, markets, competitors and the public, all of which will affect the enterprise's ability to serve the target market. 5. Market segmentation: The so-called market segmentation refers to the market classification process that marketers divide the market of a product into several consumer groups (buyers) according to the obvious differences of consumers' needs and desires, buying behaviors and buying habits through market research. 6. Market positioning: It means that in order to make the products produced or sold by the enterprise obtain a stable market, it is necessary to cultivate certain characteristics for the products from all aspects and establish a certain market image in order to form special preferences in the minds of customers. 7. Marketing mix: The so-called marketing mix refers to the comprehensive use of various possible marketing strategies and means for the selected target market to form a systematic overall strategy in order to achieve the business objectives of the enterprise and obtain the best economic benefits. 8. Product life cycle: The so-called product life cycle refers to the whole process of products from entering the market to being eliminated, that is, the market life cycle of products. 9. Distribution channels: The so-called distribution channels, also known as marketing channels and distribution channels, refer to the channels that products are transferred from manufacturers to consumers through the connection of middlemen. 10. Logistics management: The so-called logistics management means that raw materials and finished products can reach users at appropriate time and place through planning, execution and control. 1 1. Customer relationship management: The so-called customer relationship management (CRM) refers to a marketing strategy, which aims to cultivate the final customers, distributors and partners of an enterprise to have a more positive preference or preference for the enterprise and its products, so as to retain them and improve the performance of the enterprise. 12. enterprise development strategy: the so-called enterprise development strategy or enterprise strategy is an action plan or scheme designed by an enterprise to achieve various specific goals of its own development, involving overall, long-term and fundamental issues in enterprise development. 13. product mix strategy: it is a decision made by enterprises to select and adjust the breadth, length, depth and relevance of product mix according to market demand and their own conditions. 14. brand: a brand is the commercial name of a commodity, which is created by an enterprise and has distinctive characteristics. A noun, term, mark, symbol, design or their combination used to identify the seller's products. Its basic function is to distinguish similar products between different enterprises, so that the products of competitors will not be confused. A complete brand includes two parts: brand name and brand logo. 15. Group diversification: refers to an enterprise expanding its business scope to multiple emerging departments or other departments through investment or merger, forming a mixed enterprise group, and carrying out diversified business activities unrelated to existing technologies, existing products and existing markets in order to seek new growth opportunities. 16, wholesalers, all commercial activities that sell goods to customers and then resell or process them after customers buy them are called wholesale, and enterprises and individuals whose main business is wholesale activities are wholesalers. 17. Producer market: also known as industrial market, refers to all individuals and organizations that buy products and services and use them to produce other products or services for sale, lease or supply to others. 18. Communication refers to the marketing activities in which an enterprise informs its target customers of its products and relevant convincing information, so as to influence the purchase decision-making behavior of the target customers and promote the product sales of the enterprise. 19. Advertising: As a promotion method, advertising is a convincing information dissemination activity for for-profit advertisers to spread product information to the target market through certain media. 20. Market share: also known as market share, refers to the proportion of the sales volume (or sales volume) of a product of an enterprise to the total sales volume (total) of similar products in the same market in a certain period of time. 2 1. marketing management: it is a management process that enterprises discover, analyze, select and use market opportunities in order to achieve tasks and goals. Second, the single choice question 1, marketing was born in. (b) A.1Late 9th Century B. Late 20th Century C. Late World War II D. 1950s 2. Enterprises only launch a single product and use a single marketing mix to try to meet the needs of as many customers as possible. This strategy is as follows. (a) An indifferent marketing strategy B. Intensive marketing strategy C. Differentiated marketing strategy D. Centralized marketing strategy 3. What strategies should enterprises adopt to turn some question mark business units into star units when adjusting their business combinations? (c) A. Maintain B. Gain C. Develop and increase D. Give up 4. According to Maslow's hierarchy of needs theory, the highest level of needs is. (c) A. Physiological needs B. Safety needs C. Self-realization needs D. Social needs 5. Women's dresses designed by China fashion designer Li Yanping are famous for their elegance and nobility. In the international market, the price of a "Li Yanping" brand China cheongsam is as high as 1000 USD. This pricing strategy belongs to. (A) A prestige pricing B basis point pricing C habitual pricing D demand-oriented pricing 6. Different advertising media need different fees, and the most expensive is. Newspapers, TV, radio and magazines. According to the method of service promotion, direct selling and taxi service belong to. (c) A. Customers actively contact service agencies in a single location B. Customers actively contact service agencies in multiple locations C. Service agencies actively contact customers in a single location D. Service agencies contact customers in multiple locations 8. The marketing expert who first put forward the proposition of "marketing management" is. McCarthy kotler Maynard Howard. Enterprises implement the integration of production and marketing by acquiring or merging several commercial enterprises, or owning and controlling their distribution systems. (b) A. Backward integration B. Forward integration C. Horizontal integration D. Horizontal integration 10. The center of enterprise marketing activities studied by marketing science is. (d) A. Realize enterprise profits B. Meet the needs of producers C. Meet the needs of suppliers D. Meet the needs of consumers 1 1. Luxury goods such as brand-name men's wear belong to. (c) A. Convenience goods B. Optional goods C. Special goods D. Undesired goods 12. Consumer spending patterns are mainly affected. (d) A. Family location B. Family population C. Family life cycle stage D. Consumer income 13. The marketing information system consists of four subsystems. Among them, the subsystem that provides managers with sales, cost, inventory, cash flow, accounts receivable and other information reflecting the business situation of the enterprise is. (b) A. Marketing information system B. Internal reporting system C. Marketing research system D. Marketing analysis system 14. Generally, the highest limit of market demand is called. (a) Market potential B. Market forecast C. Enterprise potential D. Market lowest 15. Increasing the product mix of enterprises can enhance their popularity in a certain region and industry. (D) A length B width C depth D correlation 16, which is the starting point for seeking new product creativity. (c) A. Scientists B. Senior managers C. Customer needs D. Market research companies and advertising companies 17. The marketing information system is a system whose main task is to provide enterprise managers with information about sales, cost, inventory, cash flow, accounts receivable and other information that reflects the operating conditions of enterprises. (d) A. Marketing information system B. Marketing research system C. Marketing analysis system D. Internal reporting system 18. In some countries, public utilities charge different fees to business users (such as hotels and restaurants) at certain times of the day, weekends and ordinary days. This pricing strategy is called. (c) A. Discount and preferential policies B. Regional pricing policies C. Differential pricing policies D. Psychological pricing policies 19. The parent discipline of marketing is. A economics b sociology c history d psychology 20. When the number of customers is large, channels should be adopted. (c) A. Long B. Short C. Wide D. Narrow 2 1 is the basis for realizing logistics automation and commodity management automation. (a) Bar code technology B. Management information system C. Electronic data interchange D. Electronic data processing 22. The main disadvantage of determining advertising budget is that the sales revenue is regarded as the "cause" rather than the "result" of advertising expenditure, resulting in the inversion of cause and effect. (b) A. Do what you can B. Sales percentage C. Competitive equivalence D. Target task method 23. According to historical data, the enterprise calculates the percentage of sales team expenses in sales and the average cost of sales staff, and then predicts the unsold sales, thus determining the number of sales staff. This method belongs to. (c) A. Workload method B. Decomposition method C. Sales percentage method D. Competitive equivalence method 24. Advertising media fees, product manual printing fees, award fees, exhibition fees, promotion staff salaries, etc. (b) A. Direct marketing expenses B. Promotion expenses C. Storage expenses D. Transportation expenses 25. An enterprise decides to operate two or more competing brands at the same time. This decision is called. (d) A. Brand quality decision B. Family brand decision C. Brand expansion decision D. Multi-brand decision 26. Among the four factors that affect the expected service quality, the enterprise can directly control. (d) A. Customer demand B. Corporate image C. Customer reputation D. Marketing communication 27. If the question mark's strategic division is successful, it will be transformed into. (A) 50%. A. Star B. Cash cow C. Thin dog D. Question mark 28. In the matrix of market growth rate and relative market share, the strategic business unit with low market growth rate and high relative market share is called. (c) A. Question mark B. Star C. Cash cow D. Thin dog 29. The following factors are the micro-environmental factors of enterprises. (c) A. Population B. Purchasing power C. Market D. Cultural environment. The marketing concept formed by the combination of environmental awareness and marketing concept is called (c) A. Big marketing B. Relationship marketing C. Green marketing D. Global marketing 3 1. Which of the following is the best business? (b) In B)2005, a. The industry was attractive and the business strength was weak. B. the industry is attractive and has strong business strength. C. the industry is attractive and the business strength is weak. Industry attraction and commercial strength are medium. 32. The market share of a product at a certain moment is 15% and the total market demand is 200 million yuan, then the enterprise demand of the product is. B.200 million yuan B.30 million yuan C. More than 30 million yuan D. Less than 30 million yuan 33. In the case that the existing market is not large and the market share of enterprises is already large, enterprises should. (d) A. Strive for competitors' customers B. Continue to increase market share C. Strive for untapped market potential d) A and C are both equal to 34. If the increase in sales of one product inevitably leads to the increase in sales of another product, then these two products can be called. A. Supplementary products B. Substitutes C. High-end products D. Convenience products 35. The enterprise originally produced low-end products, and later decided to increase high-end products. The decision of this product portfolio is as follows. (a) upward extension B. bidirectional extension C. downward extension D. expanding product portfolio 36. It is suitable for the market environment where the market capacity is large, consumers are familiar with this product, but they are sensitive to the price response and there are potential competitors. (b) A. Fast predation decision B. Fast penetration decision C. Slow predation decision D. Slow penetration decision 37. If the trial market of new products shows low trial rate and high repurchase rate, it means. (c) A. New products can continue to be developed. B. The customer is not satisfied with the product and must redesign or give up. C. New products are promising, but advertising and promotion should be strengthened. This product should be discarded. 38. Among the enterprise pricing methods, the target pricing method belongs to. A. cost-oriented pricing B. demand-oriented pricing C. competition-oriented pricing D. market-oriented pricing 39. The first step of enterprise pricing is. (d) A. Determine the price elasticity of demand B. Estimate the cost C. Analyze the products and prices of competitors D. Select the pricing target 40. There are two sales intermediary channels called. (a) A second-floor corridor B. A zero-floor corridor C. A first-floor corridor D. A third-floor corridor 4 1. The following are not the characteristics of discount stores. (c) A. Low-priced sales B. Self-service C. Low-quality shops D. Located in low-rent areas 42. The following modes of transportation are low in cost. (b) A. Railway transportation B. Waterway transportation C. Air transportation D. Pipeline transportation 43. Enterprises take the lead in proposing new social trends and new concepts as propaganda contents. (b) A. Shaping advertisements B. Initiating advertisements C. Influencing advertisements D. Encouraging advertisements 44. The ratio of the total profit created by an enterprise to all assets of the enterprise is called. (b) A. Sales profit rate B. Return on assets C. Return on net assets D. Asset turnover rate 45. Have a strong desire to complete the sales task, belong to. (d) A. Charm B. Confidence C. Challenge D. Self-drive 46. Among the two sides of the exchange, the one who actively seeks the exchange is called. (d) A. Potential customers B. Customers C. Sellers D. Marketers 47. The goal of development and growth strategy is to improve the strategy, which is especially suitable for units. (d) A. Star B. Cash cow C. Thin dog D. Question mark 48. It is the part of the market that enterprises decide to enter. (b) A. Producer market B. Target market C. Consumer market D. Market segment 49. The disposable personal income of families in western countries is generally used for. (c) A. Rent B. Household daily expenses C. Purchase luxury goods, cars, etc. D. installment payment 50. The market that exists objectively or is about to form but has not been recognized by people is. (B)2005. A. Market segment B. Potential market C. Market opportunity D. Target market 5 1 is the demand limit when the marketing power of an enterprise is increasing relative to its competitors. A. Enterprise potential B. Sales quota C. Enterprise forecast D. Sales budget 52. Which life cycle of a product can send people to the smallest scale? (d) A. Growth period B. Maturity period C. Introduction period D. Decline period 53. Once consumers have the desire to love and own innovative products, decision-making behavior will enter. (d) A. Cognition stage B. Confirmation stage C. Decision-making stage D. Persuasion stage 54 is an additional discount given by the manufacturer to some wholesalers or retailers to make them willing to perform certain marketing functions (such as promotion, savings and services). (c) A. Cash discount B. Quantity discount C. Function discount D. Seasonal discount 55. In cost-plus pricing, the optimal bonus is inversely proportional. (b) A. Demand elasticity B. Price elasticity C. Income elasticity D. Cross elasticity 56. The past channel experience and current marketing policies of enterprises will also affect the channel design. (c) A. Customer characteristics B. Product characteristics C. Enterprise characteristics D. Environmental characteristics 57. If the enterprise has abundant resources, it can consider implementing (b). A. undifferentiated marketing B. differentiated marketing C. centralized marketing D. unified marketing 58. What does the marketing manager use to understand the various information sources and procedures about the development trend of the external environment? (c)10.a. Marketing information system B. Internal reporting system C. Marketing information system D. Marketing research system E. Marketing decision support system 59. The effect of promotion is related to the length of promotion time. (d) A. proportional B. inverse C. irrelevant D. not necessarily 60. The percentage of sales of a product in the market served by the enterprise is called. (c) A. Total market share B. Reachable market share C. Relative market share D. Absolute market share 6 1, and the effect and incentive of promotion. (d) A. proportional B. inverse C. irrelevant D. not necessarily 62. Enterprises use the original technology, expertise, experience, etc. Developing new products, increasing product categories and expanding business scope belong to. (c) A. Horizontal diversification B. Group diversification C. Concentric diversification D. Horizontal diversification 63. Many enterprises in China advertise and other promotional activities during traditional festivals such as Spring Festival and Mid-Autumn Festival, which are market segmentation variables. (d) A. Geography B. Population C. Psychology D. Timing 64. The advertising company belongs to. A. supplier B. businessman middleman C. agent D. assistant 65 According to Engel's law, with the increase of family income, the proportion of food expenditure will increase. C. remain unchanged. D. rise sharply. American Quaker Oatmeal Company successfully launched Quaker Super Crispy Oatmeal, and made use of this brand and its pattern features to launch new products such as ice cream and sweatshirts. This decision is called. (A) brand expansion decision B family brand decision C brand decision D multi-brand decision 67. 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. (d) A. Marketing concept B. Production concept C. Marketing concept D. Social marketing concept 68. 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 of Boston Consulting Group, the microwave oven belongs to Galanz. (c) A. Question mark strategy division B. Star strategy division C. Cash cow strategy division D. Thin dog strategy division 69. 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 A diversification B concentric diversification C horizontal diversification D related diversification 70. When an enterprise finds a profitable market opportunity and intends to enter it, what it should do is. (c) A. Prepare personnel funds B. Find suitable distributors C. Evaluate market opportunities and the enterprise itself D. Prepare suitable promotion means 7 1. If the market is homogeneous, it should be implemented. A. undifferentiated marketing B. differentiated marketing C. centralized marketing D. differentiated or centralized marketing III. Short answer questions 1. Briefly describe the relationship and difference between social marketing concept and marketing concept. A: The concept of social marketing is a revision and supplement to the concept of marketing. The concept of marketing ignores the reality that there is a conflict between consumers' needs, consumers' interests and long-term social welfare, while the concept of social marketing requires marketers to consider three interests when formulating marketing policies, namely, corporate profits, meeting consumers' needs and long-term social interests. 2. Briefly describe the role of marketing. A: The functions of marketing are divided into four categories: exchange function, logistics function, convenience function and guidance function. 3. Briefly describe the basic market management concept of the enterprise. A: The basic market management concepts are (1) production concept, (2) product concept, (3) promotion concept, (4) marketing concept and (5) social marketing concept. 4. Briefly describe the difference between marketing concept and marketing concept. A: The marketing concept focuses on the needs of the seller, and the marketing concept focuses on the needs of the buyer; The concept of promotion is based on the needs of sellers, considering how to turn products into cash, while the concept of marketing considers how to meet the needs of customers by manufacturing and delivering products and everything related to final consumption products. The purpose of promotion is to expand sales and gain profits, and the purpose of marketing is to meet the needs of target customers and realize the interests of enterprises. 5. Briefly describe the characteristics of purchasing behavior in the consumer market. A: The buying behavior in the consumer market is characterized by (1) the diversity of buying in the consumer market; (2) From the perspective of the scale and mode of transactions, there are many buyers in the consumer market, the market is scattered, and there are many transactions, but the number of transactions per transaction is small; (3) Consumers' purchases are largely induced and greatly influenced by corporate products and advertisements. 6. Briefly describe the characteristics of industrial market. A: The industrial market is characterized by fewer buyers (1); (2) Large purchase volume; (3) geographical concentration of users; (4) Derived requirements. 7. Briefly describe the main objectives of enterprise pricing. A: The pricing objectives of enterprises mainly include the following: (1) Pursuing profit maximization; (2) Maximizing short-term profit; (3) Realizing the expected return on investment; (4) increase market share; (5) Achieve sales growth rate; (6) Adapting to price competition; (7) maintain business; (8) Stabilize prices and maintain corporate image. 8. Briefly describe three market opportunities and growth strategies that enterprises can choose. A: The three types of market opportunities and growth strategies that enterprises can choose are (1) intensive market opportunities-intensive growth; (2) integrating market opportunities-integrating growth; (3) Diversified market opportunities-diversified growth. 9. Briefly describe the role of market segmentation. A: The role of market segmentation: (1) Market segmentation is beneficial for enterprises to analyze and explore new market opportunities and form new attractive target markets; (2) Market segmentation is conducive to improving the competitiveness of enterprises, obtaining higher output with less input and achieving good economic benefits; (3) From the perspective of social benefits, market segmentation is conducive to meeting the changing needs of social consumption. 10, briefly describe the basis for subdividing the consumer market. A: The basis for subdividing the consumer market is five basic forms of market segmentation: geographical segmentation, crowd segmentation, psychological segmentation, behavioral segmentation and benefit segmentation. 1 1. Briefly describe the composition of marketing information system A: The basic framework of information systems of different enterprises is basically the same, and generally consists of four subsystems: internal reporting system, marketing intelligence system, marketing research system and marketing decision support system. 12. Briefly describe the level of overall product concept. A: The overall concept of products includes three basic levels: core products, formal products and extended products. Core product is the most basic and essential level in the overall concept of product. Formal products refer to all the external characteristics of core products. Extended products can bring more benefits and greater satisfaction to customers. 13. What are the pricing methods of enterprises? A: Pricing methods can be divided into three categories: cost-oriented, demand-oriented and competition-oriented. 14. What are the main pricing skills of enterprises? Answer: (1) Psychological pricing means pricing according to consumers' psychology when buying goods. There are mainly the following five forms: integer pricing, mantissa pricing, prestige pricing, habit pricing and series pricing; (2) the combination price; (3) Discount pricing mainly includes the following five forms: cash discount, quantity discount, transaction discount, seasonal discount and promotion discount. 15. Briefly describe the function of communication. A: The role of promotion and communication can be summarized as: (1) providing information; (2) Arouse the desire to buy and expand the demand for products; (3) Highlight product features and establish product image; (4) Maintain and expand the market share of enterprises. 16. Briefly describe the role of advertising. A: The function of advertising refers to the basic function and efficiency of advertising. The role and influence of advertising on consumers can be divided into the following aspects. (1) disclosure function; (2) cognitive function; (3) excitation function; (4) Guiding function; (5) Artistic and educational functions. Fourth, the essay topic 1, combined with reality, what are the main factors that will affect your purchase as a consumer? A: The main factors affecting consumers' purchase are: (1) social and cultural factors: 1, culture and subculture groups; 2. Social stratum; 3. Relevant groups; 4. family. (2) Personal factors: 1, age and family life cycle; 2. Gender, occupation and education level; 3. Economic situation; 4. Lifestyle; 5. Personality and self-image. (3) Psychological factors: 1, motivation; 2. Feeling and perception; 3. study; 4. Beliefs and attitudes. (Elaboration) 2. Discuss what strategies enterprises can adopt when choosing the target market. A: There are three different target market strategies for enterprises to choose the way to cover the market: undifferentiated marketing, differentiated marketing and centralized marketing. (Elaboration) 3. This paper discusses the product market characteristics and marketing decision types in the lead-in period of product life cycle. A: The market characteristics of products entering the introduction period are: less product sales, high promotion cost, high production cost, low sales profit or even negative value; The main purpose of promotional activities is to introduce products and attract consumers to try them out. There are generally four types of marketing decisions for enterprises to choose from in the lead-in period: there are generally four strategies to choose from in the lead-in period, (1) quick grab strategy; (2) Slow predation strategy; (3) Rapid penetration strategy; (4) Slow infiltration strategy. 4. Try to describe the content of integrated growth strategy. A: If the enterprise's basic industries have bright prospects and the integration of production, supply and marketing can improve efficiency, strengthen control and expand sales, then the integrated growth strategy can be implemented.