20 12 National Unified Proposition Examination for Self-taught Higher Education in July
Marketing test problem
Course code: 00058
The first part of multiple choice questions
First, multiple-choice questions (30 small questions in this big question, 65438+ 0 points for each small question, * * * 30 points)
Of the four options listed in each question, only one meets the requirements of the topic. Please select and black the code corresponding to "Answer Sheet". Don't draw, draw wrong, draw too much.
1. In the hot summer, many down jacket manufacturers carry out discount promotion activities, which leads to hot sales in the off-season. This is due to
Down jacket demand belongs to (C) 1-4.
A. Potential demand B. Adequate demand C. Irregular demand D. Excessive demand
2. At present, "health and environmental protection" has become one of the main concerns of many enterprises. This marketing management philosophy
Learning is (D) 1-9.
A. Marketing concept B. Production concept
C. Marketing concept D. Social marketing concept
3. A beer production enterprise merged with a long-term supplier of barley malt. This growth strategy is (A )2-39.
A. Backward integration B. Forward integration C. Horizontal integration D. Vertical specialization
4. In the Boston Group Consulting Law, the criteria for evaluating strategic business units of enterprises are (A )2-33.
A. Relative market share and market growth rate B. Industry attraction and business strength
C. Market share and industry attractiveness D. Business strength and relative market share
5. The following is the non-expanded market (D )3-6 1.
A. Household appliances market B. High-end cosmetics market C. Automobile market D. Salt market
6. The most effective investigation method is (B )3-53 for those who are unwilling to be interviewed or biased against the interviewer.
A. telephone interview B. mailing questionnaire C. personnel interview D. door-to-door investigation
In order to make it convenient for customers to buy and use, many food companies now put a series of convenience foods in the same package.
The loading strategy belongs to (A )8- 175
A. related packaging strategies B. similar packaging strategies C. changed packaging strategies D. different packaging strategies
8. The ticket price for a star concert in Zone A is 1600 yuan, and the ticket price for the audience in Zone D is 600 yuan. This difference is certain.
The price strategy is (C )9-2 13.
A. Customer differential pricing B. Product form differential pricing
C. Differential pricing of product parts D. Differential pricing of sales time
9. Xiao Zhang spent a lot of time and energy analyzing the information of the automobile market and bought a car as a means of transportation. This kind of buying behavior.
Belong to (C )5-97
A. Collaborative purchase B. Habitual purchase C. Complex purchase D. Transformation purchase
10. In the industrial product market, the demand of industrial product buyers for industrial product supply is not affected by price fluctuation, which shows that the industrial product market.
(c) Requirements of 5-103
A. elastic B. completely inelastic C. inelastic D. completely elastic
1 1. A beverage company is in a dominant position in the market. Which of the following ways can't help it expand the total market demand? (D )6- 124
A. Finding new users B. Developing new uses of products
C. Increase the use of products D. Increase the price of products
12. In the fierce market competition, some enterprises in the second place have adopted a competitive strategy based on attack in order to obtain more benefits.
Market share, this competitor is usually called (C )6- 129.
A. Market leader B. Market follower C. Market challenger D. Market vacancy filler
13. Combine many too young children with market portfolio to "seek common ground while reserving differences" and meet this point at a lower cost and price.
A market demand, this strategy is (D )7- 147.
A. Market segmentation strategy B. Centralized marketing strategy C. Market positioning strategy D. Anti-market segmentation strategy
14. A clothing manufacturer launched different brands and prices for consumers with different gender and income levels.
Products, and use different advertising themes to promote these products, enterprises adopt (B )7- 149.
A. Indifferent marketing B. Differentiated marketing C. Centralized marketing D. Intensive marketing
15. All the chemical products of an oil company are branded as "Kunshan". This brand unification strategy belongs to (B )8- 17 1.
A. Personal brand B. Unified brand
C. Classified brand D. Enterprise name plus personal brand
16. The number of product lines in an enterprise's product portfolio is called (a) 8- 159 of the product portfolio.
A. Width B. Length C. Depth D. Correlation
17. The price of a color inkjet printer produced by an enterprise is low, but the price of its supporting ink cartridges is the same as that of similar products.
Higher, this pricing belongs to (C )9-2 14.
A. product line pricing B. selecting product pricing C. supplementary product pricing D. market segment pricing
18. An international computer giant has developed a computer chip, which is obviously superior to similar chips of competitors. The company is
This kind of chip sets the highest market price in order to get rich profits. This new product pricing strategy is called (A )9-2 13.
A. skimming pricing B. penetrating pricing C. moderate pricing D. moderate pricing
19. The supply cost of a product sold in the supermarket is 50 yuan, and the market retail price is 80 yuan. If measured by retail price,
Quantity, the addition rate r of product A should be (A )9-204.
A.37.5% B.60% C.63% D. 160%
20. Cosmetic manufacturers sell their products to wholesalers, who then sell their products to supermarkets. Cosmetic manufacturer
The adopted channel sequence is (C) 10-224.
A. Zero order B. First order C. Second order D. Third order
2 1. Kangda Company added two channels: mail and supermarket, which caused strong dissatisfaction and protest from the original channel dealers.
This channel conflict belongs to (C) 10-237.
A. Horizontal channel conflict B. Potential channel conflict C. Multi-channel conflict D. Vertical channel conflict
22. The advertising media with strong flexibility, timeliness, high local market coverage and easy acceptance and trust is (B) 1 1-266.
A. magazines B. newspapers C. direct mail D. outdoor billboards
23. After investigation, Company M decided to launch a new product, carbonated tea, and let consumers taste it for free in the supermarket. Promoters adopted by the company.
The formula is (D) 1 1-278.
A. Advertising B. Publicity C. Personnel promotion D. Promotion
24. When an enterprise has a single product category, faces different consumer groups with different preferences and uses different distribution channels at the same time, the most
The appropriate marketing organization type is (A) 12-30 1.
A. Market-oriented organization B. Product-oriented organization C. Functional organization D. Regional organization
25. The General Electric Company Law adopts (A )2-36 when analyzing and evaluating strategic business units of enterprises.
A. Multi-factor portfolio matrix B. Boston matrix
C.SWOT analysis matrix D. Pest analysis matrix
26. Low-opportunity and low-threat businesses belong to (C )4-73.
A. ideal business B. risky business C. mature business D. difficult business
27. In the process of new product development, the product ideas retained after screening will further develop into (C )8- 182.
A. Core product B. Sample C. Product concept D. Formal product
28. The moral concept of "judging the moral rationality of behavior by its consequences" is (A) 13-334.
A. Utilitarianism B. Moralism C. Relativism D. Obvious obligation
29. Establishing and developing relationships with all stakeholders is the key to enterprise marketing, and handling these relationships correctly.
As the core of enterprise marketing, it refers to (D) 15-374.
A. Integrated marketing B. Green marketing C. Cross marketing D. Relationship marketing
30. Consumers' buying behavior will be influenced by many psychological factors, among which the personal behavior changes caused by experience refer to
What kind of psychological factors? (C )5-94
A. Motivation B. Perception C. Learning D. Beliefs and attitudes
Second, multiple-choice questions (this big topic ***5 small questions, each small question 2 points, *** 10 points)
At least two of the five options listed in each question meet the requirements of the topic. Please select them and color the corresponding code of "Answer Sheet" in black. Don't draw, draw wrong, draw too much or draw too little.
3 1. Divide the market according to buyers and their purchasing purposes, including (ABCDE )4-76.
A. Consumer market B. Producer market C. Government market D. Intermediary market E. International market
32. Brand is a collective concept, and its overall meaning can be divided into six levels, among which the most lasting meaning is (BDE )8- 167.
A. Attribute B. Value C. Benefit D. Culture E. Personality
33. The following is (CDE )8- 156, which extends the product hierarchy on the overall product concept.
A. Style B. Brand C. Installation D. Delivery E. Technical training
34. The index to examine the profitability of an enterprise is (ABCD) 13-32 1.
A. Profit rate of sales B. Efficiency of asset management
C. Return on net assets D. Return on assets
E. Depreciation rate of fixed assets
35. The main factors affecting the design of distribution channels include (ABCDE) 10-228.
A. customer characteristics B. product characteristics C. middleman characteristics D. competition characteristics E. environmental characteristics
Part II Non-multiple choice questions
Third, the noun explanation question (this big question ***4 small questions, 4 points for each small question, *** 16 points)
Please answer on the answer sheet.
36. Concentric diversification 2-4 1
A:
Concentric diversification means that enterprises use the original technology, expertise and experience to develop new products from the same center, increase product categories and expand business scope.
37. Brand expansion strategy 8- 172
A:
Brand expansion strategy means that enterprises use their reputation of successful brand names to launch improved products or new products, including launching new packaging specifications, smells and styles.
38. Market-based pricing 9-208
A:
The so-called market-oriented pricing method means that enterprises set prices according to the current average price level of the industry.
39. Promotion 1 1-278
A:
Promotion refers to all kinds of marketing activities that stimulate consumers to buy and dealers to benefit, except personnel sales promotion and advertising.
Four, short answer questions (this big question ***4 small questions, each small question 7 points, ***28 points)
Please answer on the answer sheet.
40. What are the characteristics of the industrial market compared with the consumer market? 5- 103
A:
(1) Compared with the consumer market, the number of buyers in the industrial market is smaller and the scale is larger.
(2) Buyers in the industrial market are often concentrated in a few areas.
(3) The demand of industrial market is expanding demand.
(4) The industrial market demand is inelastic.
(5) The industrial market demand fluctuates greatly.
(6) professional purchase.
(7) direct purchase.
(8) Reciprocity.
(9) Industrial buyers often obtain industrial supplies through leasing.
4 1. What factors should enterprises consider when choosing the target market strategy? 7- 150
A:
(1) enterprise resources
If the enterprise is rich in resources, we can consider implementing differentiated marketing; Otherwise, it is best to implement undifferentiated marketing or centralized marketing.
(2) product homogeneity
For homogeneous products or products with large demand, it is generally appropriate to implement indiscriminate marketing; On the contrary, for heterogeneous products, differentiated marketing or centralized marketing should be implemented.
(3) market homogeneity
Homogeneous market, it is advisable to implement undifferentiated marketing; Heterogeneous markets should adopt differentiated marketing or centralized marketing.
(4) product life cycle stage
For new products in the introduction and growth period, the focus of marketing is to stimulate and consolidate consumers' preferences, and it is best to implement undifferentiated marketing or centralized marketing for a specific market segment; Products have entered a mature stage, the market competition is fierce, and consumers' demands are increasingly diversified. Differentiated marketing strategy can be used to open up new markets, meet new demands and extend product life cycle.
(5) the strategy of competitors
If strong competitors implement undifferentiated marketing, enterprises should implement centralized marketing or deeper differentiated marketing; If the enterprise is facing a weak competitor, it can adopt the same strategy when necessary to beat the competitor with strength.
42. What are the psychological pricing strategies? For example. 9-2 1 1
A:
(1) prestige pricing
The so-called reputation pricing means that enterprises use consumers' admiration for the reputation of brand-name goods or famous shops to determine the price of goods, and deliberately set the price as an integer or a high price. This method is most suitable for the pricing of goods whose quality is difficult to identify, because consumers have the psychology of advocating famous brands and often judge the quality by price, thinking that high price means high quality. But this price cannot be too high, otherwise consumers will not accept it. The women's dresses designed by China fashion designer Li Xx are famous at home and abroad for their elegance and nobility. In the international market, the price of "Li ××××" brand China cheongsam is as high as $65,438+0,000.
(2) mantissa pricing
Mantissa pricing, also called odd-numbered pricing, refers to using the special psychology of consumers' digital cognition to set a price with a score, which makes consumers feel that the price is cheaper and that the seller is pricing seriously: the price with mantissa is obtained after careful cost accounting. This makes it easy for consumers to have trust in pricing. Most shopping malls will set product prices at odd mantissas such as 29, 49, 69, 99, 199, which are all odd fractions, which will make people feel cheaper. We will assume that they are more serious about pricing.
(3) Attractive pricing
Retailers take advantage of the psychology of some customers to pursue cheap prices and deliberately set the prices of some goods lower to attract customers. Some stores randomly offer goods at reduced prices, and one or two goods are sold at reduced prices every day and every hour, which attracts customers to buy cheap goods frequently, and they also buy other goods at normal prices.
43. Briefly describe the characteristics of complex purchase behavior and the measures that marketers should take. 5-97
A:
Complex purchase behavior refers to the type of consumer purchase behavior of expensive products that consumers don't often buy. Because of the great differences in product brands and the high risk of purchase, consumers need to have a learning process, widely understand the performance and characteristics of products, so as to have a certain view on products and finally decide to buy them.
For this complex purchase behavior, marketers should take effective measures to help consumers understand the product performance and its relative importance, and introduce the advantages of the product and the benefits it brings to the buyers, thus affecting the buyers' final choice.
Verb (abbreviation of verb) case title (the title is * * 1, and the score is *** 16).
Please answer on the answer sheet.
44. Case information:
Company D, a food manufacturer, is going to enter the moon cake market. Market research shows that people are tired of the sweet and greasy traditional taste of moon cakes and long for a refreshing and light taste. Based on this, the company is going to launch the "ice-skinned moon cake", which uses imported raw materials, is not baked or greasy. Its color is also elegant egg blue, not the traditional golden yellow. The experiment of the concept of "ice-skin moon cake" shows that people are willing to accept this new product and do not reject the unique color of moon cakes. After that, Company D launched the marketing campaign of "Ice-skinned Moon Cake", which mainly targeted at the market segment of "Trend Pioneer" and encouraged them to try to buy it.
Based on the above promotion objectives, Company D has formulated and implemented the following marketing strategies:
◆ Products: The unique and refreshing taste is the orientation, and its unique and noble image is set off by exquisite packaging.
◆ Price: High price usually means high quality. Company D adopted a much higher price for its "ice-skin moon cake" than traditional moon cakes to match its high-quality and high-grade image.
◆ Promotion: In line with the high-priced strategy, Company D adopted a high-priced promotion strategy for "ice-skinned moon cakes". High price and high promotion are conducive to building brand preference, and at the same time explain to consumers that although the product price is high, it is worth the money. In the choice of specific promotion methods, first of all, Company D provided free tasting at the food fair of that year and the specialty store of Company D, and gave customers who bought in advance a discount of 10%. Secondly, the TV advertisement of "Frozen Moon Cake" of Company D is quite innovative, and the overall style is relaxed and energetic. Radio advertisements also adhere to this feature and strengthen this style. In addition, the exquisite publicity album widely distributed constantly conveys the unique information of "ice-covered moon cakes".
◆ Channel: Company D's "Ice Moon Cake" is only sold in the company's specialty store, without any middleman. On the one hand, this form of monopoly helps companies strictly control their service level and effectively manage product sales; On the other hand, it highlights the noble, gorgeous and extraordinary image of "ice-skinned moon cakes". In addition to retail, Company D has not forgotten that group consumption is another huge market, and set up a large customer department to serve group purchases.
The well-planned promotion activities of Company D made the "frozen moon cake" a great success as soon as it was launched.
Question:
(1) From the perspective of product life cycle, what new product marketing strategy did Company D adopt during the introduction period? Try to evaluate it?
(2) Combined with the case, what promotion measures did Company D take? Please explain whether the promotion combination matches the life cycle of the product and explain the reasons.
(3) From the distribution channel level, please point out the channel mode adopted by Company D? Combined with the case, this paper expounds the reasons why the company adopts this channel model.
A:
( 1)
Company D adopted a fast write-off marketing strategy of high price and high promotion. 8- 178
As can be seen from the case materials, most potential consumers don't know the new product of "ice-skin moon cake", and those who already know this new product are eager to buy it and are willing to pay a high price; In addition, the products operated by enterprises are threatened by potential competition. In this case, it is appropriate for enterprises to establish consumers' preference for their products by skimming fat quickly.
(2)
Promotion and advertising. 1 1-264/278
The iced moon cakes of Company D are new products, and their market popularity is not high. We can enhance their popularity through advertisements. Free tasting and discounted purchase can stimulate consumers to make a quick purchase decision on the spot, which is very suitable for iced moon cakes in the introduction period of product life cycle.
(3)
Company D adopts direct (zero order) distribution channel mode. 10-223/224
The reasons why the company adopts the direct distribution channel model are as follows: first, it can better reflect the economy without middlemen; Secondly, direct sales channels can effectively manage product sales, control market order and embody control power; Thirdly, the direct channel can provide better service for customers and reflect adaptability.