A, single choice questions (***50 questions, each question 1 point. Only one of the alternative answers to each question best fits the meaning of the question, please black out its corresponding number on the answer sheet)
1. In the application period of marketing development history, the basic feature of the market is ().
A. Relative overproduction B. Demand exceeds supply
C. Absolute overproduction D. Basic balance between supply and demand
2. The following statement about the real estate marketing system is incorrect ().
A. The real estate marketing system is composed of a series of related elements.
The operation structure of real estate marketing system consists of three parts: input, process and output.
C. The real estate marketing system has nothing to do with the environment.
D. The real estate marketing system has specific goals.
3. The following does not belong to the characteristics of real estate products is ().
A. Long development cycle B. Large investment.
C. Strong liquidity D. Large product differences
4. Marketing control includes: ① measuring performance; (2) Set marketing objectives; ③ Take measures to narrow the gap between goals and performance; ④ The reasons for the difference between the expected performance and the target. The reasonable order of these four is ().
A.①②③④ B.④③②①
C.②①④③ D.②①③④
5. The following statement about market research is incorrect ().
A the purpose of market research is to provide reference for management decision-making departments.
B The content of market research involves consumers' opinions, ideas, habits, behaviors and attitudes.
C. market research should reflect the subjective wishes of researchers.
The result of market survey is the basic data and information processed and analyzed by scientific methods.
6. In the study of the real estate market, we should first ().
A. Determine the purpose of the research B. Make a research plan
C. Prepare the research schedule D. Conduct a preliminary study.
7. Among the following research activities, the one that belongs to the research content of real estate marketing activities is ().
A. Real estate market competition survey B. Real estate market environment survey
C. Research on real estate market demand D. Research on real estate market supply
8. A real estate developer invests in the development of high-grade villas and entrusts market research institutions to conduct research on consumers. Market research institutions randomly select 1 0,000 target customers whose income is more than 400,000 yuan for investigation, and then infer the market acceptance of high-end villas in this region. This sampling survey method belongs to ().
A.b. stratified random sampling
C. Cluster random sampling D. Quota sampling
9. In the real estate market forecast, the time span of the medium-term forecast is ().
About 3 to 5 years.
C.3 ~ 5 years D.5 ~ 10 years
10. In order to find and understand the market opportunities, the key and core for enterprises to make strategic real estate marketing plans is ().
A. Real estate price decision B. Real estate marketing channel selection
C. Real estate market segmentation D. Real estate project positioning
1 1. The lifestyle of consumers belongs to () among the market segmentation factors.
A.b. demographic factors
C.d. psychological factors
12. When forecasting the demand of real estate market segments, the main contents of the project forecast do not include ().
A. Sales speed and price B. Construction speed
C. Speed of fund withdrawal D. Proportion of project sales and leasing
13. The difference between the potential Q2 and the minimum Q 1 in the real estate market Q2-Q 1 indicates the market sensitivity of demand. Suppose a market research organization obtains Q2- Q 1 data of four markets: market A 100, market B 200, market C 1000 and market D 0. Market research institutions should suggest increasing the promotion fee of ().
A.a market b market b market
Mercato Centrale
14. The distance between A and B is 5 100 meters, and the population is 500,000 and 2 million respectively. According to Riley's law of retail gravity, the distance between the commercial boundary point and city A is ().
1020
c 1700d 3400
15. The product positioning is ().
A. Form standardized products B. Form systematic products
C. Forming differentiated products D. Forming integrated products
16. The indicator that can be used as a "barometer" of the residential real estate market is ().
A. Sales B. Supply
C.d. demand
17. A new "X X Plaza" was built in the south of a real estate development project, and the advertising word was "Sunshine Movement". This belongs to the real estate project positioning ().
A. Product positioning B. Customer orientation
C. Image positioning D. Market positioning
18. The second research area of architectural planning method is ().
A. Theme of architecture, environment and people B. Style and structure of architecture
C. Combination of architectural function and space D. Nature, quality and level of the project
19. In the SWOT analysis of the project, the most ideal countermeasure is ().
A. so the game B. WO game
C.ST game D. WT game
20. Real estate developers have substantially increased the sales price, opened up new markets, expanded market penetration, and strengthened pre-,mid-and after-sales services, from which it can be judged that real estate products are in the life cycle ().
A. Introduction period B. Growth period
C. Due date D. Decline
2 1. The following statement does not conform to the principle of real estate pricing ().
A. increase market share B. reflect the relationship between market supply and demand
C. Grasp the pricing range D. Reflect the value
22. A real estate development enterprise develops a 40 000 m2 real estate project with a total cost of1200,000 yuan and a profit target of 38 million yuan. If the sales tax rate is 654.38+00%, the sales unit price determined by cost-based pricing should be at least ().
A.3555 yuan/square meter B. 3950 yuan/square meter
C.4345 yuan/m2 D. 4389 yuan/m2
23. The fixed cost of a real estate development project is 30 million yuan, the unit variable cost is 1600 yuan /m2, and the sales price is 3,000 yuan /m2. Without considering the sales tax, the break-even point output of this project is ().
A. 2 1 429 m2 B.30000 m2
C.34300m2 m2 d.55714m2
24. The key to using the pricing strategy of opening low and going high is to master ().
A. Price adjustment time B. Price adjustment range
C. Frequency and extent of price adjustment
25. Lead to layer difference jump is ().
A. Facing B. Huxing design
C. Landscape mutation of apartment type D area
26. The difference between selling point and project positioning lies in ().
A. the selling point is personalized. B. the selling point must be recognized by the customer.
C. selling point can show that d selling point can attract people
27. A real estate developer just entered a city. In order to let consumers know about it and establish a brand image, the appropriate advertising strategy is ().
A. Indifferent market advertising strategy B. Differentiated market advertising strategy
C. Centralized market advertising strategy D. Decentralized market advertising strategy
28. In the stage of fierce competition in real estate projects, () is appropriate in order to increase the selective demand for a specific brand.
A. Informing advertisement B. Persuasive advertisement
C. Appeal advertisement D. Reminder advertisement
29. During the college entrance examination, the sales manager of a real estate near an examination room organized sales staff to send drinks to parents waiting outside the examination room in the scorching sun. This behavior belongs to the real estate promotion portfolio ().
A. Promotion B. Relationship promotion
C. Advertising promotion D. Personnel promotion
30. The following statement about the real estate marketing channel structure is incorrect ().
Secondary channels and tertiary channels are usually not suitable for real estate.
According to the hierarchy of distribution channels, they can be divided into direct channels and indirect channels, long channels and short channels.
C. In the real estate market, selective distribution channels are widely used.
D define direct channels and main channels as short channels, and define secondary channels and tertiary channels as long channels.
3 1. When preparing marketing expense budget, the most commonly used method is ().
A. Do your best B. Follow-up method
C. Sales percentage method D. Target task method
32. The following statement about the responsibilities of a marketing manager is incorrect ().
A. responsible for making long-term plans and annual plans.
B. Analysis of market trends and new demands
C. Pay more attention to the current market share and immediate profitability
D pays more attention to the research and development of a certain market segment rather than the sales of a specific project.
33. The first step of real estate marketing control is ().
A. Determine the control object B. Set the control target
C, establishing control standards D, selecting inspection methods
34. The model used to show the specific location, surrounding environment, supporting facilities and community layout of the project belongs to ().
A. Master planning model B. Regional model
C. Local model D. Environmental model
35. The promotion strategies of real estate projects in the sales boom period are mainly advertising promotion and ().
A. Product promotion B. Personnel promotion
C. Activity promotion D. Image promotion
36. A real estate project has 400 houses. If it is necessary to keep the room number during the strong sales period, the number generally does not exceed (). 40 sets of B.60 sets
C.80 sets D. 100 sets
37. In a sense, the most important resource that determines the survival and development space and potential of real estate brokerage companies is ().
A. Funds B. Relationships
C.d. real estate agent
38. Li has a second-hand house with an area of 100 square meter, which is sold by a real estate agency. It was first commissioned at a price of 450,000 yuan, which rose to 480,000 yuan a week later and sold at a price of 430,000 yuan 20 days later. In the house price changes, the most influential factor is ().
A. Legal attribute B. Physical attribute
C. Economic attribute D. Psychological attribute
39. An effective housing information should include basic elements such as owner information, release requirements and ().
A. Delivery date B. Housing conditions
C. Title certificate D. Method of tax payment
40. According to the characteristics of the house, the house that meets or is lower than the market price and is easy to clinch a deal is called ().
A. Set the plate B. Bamboo shoots plate
C. new disk D. scattered disk
4 1. Among the following statements about the relationship between housing and tourists, () is incorrect.
A. They are mutually conditional and indispensable. B. opposing each other and constantly coordinating.
C. mutual goals, continuous circulation D. in marketing activities, the two complement each other.
42. In the method of customer development, the method of introducing customers by using the good relationship established by old customers is ().
A. Interpersonal network soliciting method B. Lecture soliciting method
C. Customer introduction method D. Advertising method
43. Tourist source management starts with collecting information, sorting out information and ().
A. Analysis information B. Application information
C. Feedback information D. Archiving
44. The essence of housing transactions is the transaction of housing property rights, so the prerequisite for transactions is ().
A. Have a house B. Have a land use certificate.
C. Ownership certificate D. Clear property rights
45. The principles of real estate intermediary services include the principle of equality, the principle of cherishing frequent customers and ().
A. The principle of understanding customers' wishes B. The principle of legality
C. Maximum selling price principle D. Cost saving principle
46. The following does not belong to the real estate intermediary business take-over points is ().
A.b. verifying property rights
C. Defining the entrustment relationship D. Providing case information
47. A real estate agent conducts intermediary activities, and the buyer and the seller sign a house sale agreement. The buyer paid the down payment of 10000 yuan to the seller, and two days later, the seller sold the house to a third party at an increased price of 30,000 yuan. At this time, the handling of deposits should be ().
A. The seller returned 10000 yuan to the real estate agent B, and the buyer demanded compensation from the real estate agent 10000 yuan.
C. The seller shall return D 15000 yuan to the buyer, and the seller shall return 20000 yuan to the buyer.
48. The effective measures to prevent customers from "flying orders" are generally ().
A. Collect the deposit B. Conduct notarization
C. sign the house inspection entrustment agreement D. store the original property certificate of the customer.
49. The following belong to the moral hazard of real estate agents ().
A. Falsely reporting the transaction price B. Indiscriminate charges
C. Leaking tourist information D. Forging signatures
50. Chen Mou entrusted a luxury house he owned to a real estate agency for rent, and established a custody relationship with the house and indoor property. A week later, he found that the indoor property was stolen. For real estate agencies, this belongs to the risk caused by ().
A. Irregular operation B. Professional ethics of real estate agents
C. building storage service agreement d
Second, multiple-choice questions (***30 questions, 2 points for each question. Two or more alternative answers to each question conform to the meaning of the question. Please black out the corresponding numbers on the answer sheet. The selection error does not score; Choose less, choose right. 0.5 points for each option)
5 1. The real estate marketing activity is a systematic project planned by various experts. In the construction of its knowledge structure system, the personnel who need to participate in the whole process are ().
A. Real estate market analysis expert B. Public relations expert
C. Media communication expert D copywriting
E. financial experts
52. Compared with the general durable consumer goods market research, the real estate market research focuses more on ().
A. Consumer's life pattern B. Consumer's behavior pattern
C. Consumption habits of consumers
E. Consumers' personal preferences
53. The main content of the real estate market survey is ().
A. Real estate market price survey B. Real estate market supply survey
C. Real estate market demand survey D. Internal survey of real estate enterprises
E. Investigation of real estate market environment
54. The real estate market segmentation should follow the principle of ().
A. Measurability B. Accessible humanity
C. Substitutability D. Profitability
E. Feasibility
55. From the development of market segmentation, the main stage of marketing experience is ().
A. Small quantity marketing B. Large quantity marketing
C. Product differentiation marketing D. Target marketing
E. social marketing
56. The following statement about real estate feasibility study is correct ().
A. The leaders of real estate investment enterprises should try to avoid subjective will affecting the objectivity of feasibility study.
B. Project researchers should be experts in this field.
C whether the feasibility researcher has an interest in the project does not affect the correctness of the feasibility study.
D narrow feasibility study only refers to detailed feasibility study.
E. The investment estimation accuracy in the preliminary feasibility study stage can reach 10%.
57. The main risk factors affecting office income are ().
A. Geographical location and its transportation convenience B. Property management level and service status
C. fine-tuning of market demand and rent
E. Reputation of tenants
58. In addition to the basic characteristics of general projects, real estate projects also have the characteristics of ().
A. Uncertainty of the project
C.d. temporary nature of project organization
E. Low project investment risk
59. The real estate project positioning belongs to the customer-oriented answer questions are ().
A. What different consumer groups are real estate projects aimed at?
B. How to make consumers understand the connotation of products
C. How to make consumers have a sense of identity with the project and make purchases?
D. What are the consumption habits of consumers for real estate projects?
E. What are the stages and living habits of consumers themselves?
60. Advertising planning includes ().
A. Make a comprehensive analysis of the advertising situation in the current project area.
B. Determine the strategic objectives of advertising
C. Analysis of advertising creativity
D. Analysis and selection of advertising time
E. determine the advertising budget
6 1. Real estate commodity cost-oriented pricing methods mainly include ().
A.b. variable cost pricing method
C. Competitive pricing methods D. Comparative pricing methods
E. breakeven pricing method
62. When analyzing the sensitivity of real estate prices, generally speaking, there is ().
A. low-priced and small-sized customers are only sensitive to the total price.
B customers with mid-range and medium-sized apartments are sensitive to unit price and total price.
C. High-end villa customers are only sensitive to the unit price.
D. customers with low-grade plates and small apartments are more sensitive to the unit price.
E. customers of high-end villas are only sensitive to the total price.
63. The selling point of a building must meet the following conditions: ().
A. The selling point is the personalized feature that the building itself is superior and difficult to be copied by competitors.
B. the selling point must be the highlight of the property that will never change.
C. the selling point must be displayed, displayed.
D. the selling point must be determined in the project positioning stage.
E. The selling point must be a feature that can be recognized by the target customers.
64. A real estate developer entrusts a large real estate brokerage agency to sell real estate. In addition to setting up a sales department on site, real estate agencies also release real estate information to more than 30 chain stores for sales in this mode. This channel belongs to the real estate marketing channel ().
A. Direct channels B. Main channels
C. Secondary channel D. exclusive distribution channels
E. Intensive distribution channels
65. The contents of the real estate marketing plan include ().
A. analysis of marketing status, opportunities and threats B. formulation of marketing objectives and marketing strategies.
C. Feedback and improvement strategies D. Develop an action plan
E. Budget preparation
66. After determining the activities within the marketing organization and designing the organizational structure, the factor that needs to be considered when making position decisions is ().
A. Position type B. Position hierarchy
C.d. position function
E. Job responsibilities
67. Real estate marketing control methods mainly include ().
A. Annual plan control B. Profitability control
C. Cost control D. Strategic control
E. Real estate marketing audit
68. The preparation stage of real estate sales includes ().
A. Divide sales stages B. Prepare sales materials
C prepare the sales site d determine the sales staff.
E. Develop sales strategy
69. The main channels for real estate brokerage companies to develop small owners' houses are ().
A. direct contact with newspaper advertisements B.
C. Banks D. Real estate-related industries
E. asset management center
70. The principles of residential development mainly include ().
A.b. timeliness
C. variability D. persistence
E. concentration
7 1. At present, most real estate agencies in China adopt the open market system, and the main shortcoming of the open market system is ().
A. Low work efficiency
B. The listing information cannot be enjoyed * * *
C. there will be "off-disk" behavior.
D. listing information is easy to leak.
E is not conducive to stimulating the enthusiasm of real estate agents to collect housing information.
72. The main tourism element of real estate brokerage business is ().
A. Demander B. Purchasing power
C. Demand intention D. Purchase motivation
E. Type of demand
73. The tourism development strategy mainly includes ().
A. Focus on marketing
B. committed to developing relationships with customers.
C. Cultivate correct judgment and keen observation
D. Search for service providers
E. attract the most valuable customers with direct reaction expansion method.
74. According to the nature of customers, customers include ().
A. buying and selling customers B. leasing customers
C. Institutional customers D. Individual customers
E. Relevant customers
75. To change the bad image of "broker" and "real estate broker" in the real estate brokerage industry, real estate brokerage institutions should implement ().
A. Standardize management B. Give certain kickbacks to big customers.
C. Establish corporate image D. Promote cooperation with the same industry
E. commission in advance
76. The 5S skills of real estate agency service include speed and ().
A. Smile B. Sincerity
C. erudition D. alertness
E. research
77. The objectives of risk management before loss mainly include ().
A. Save costs B. Reduce anxiety
C. Maintain survival D. Restore normal business order as soon as possible
E. ensure the sustainable development of the company.
78. The complaints faced by real estate agents mainly come from ().
A. Client B. Broker of this institution
C. Other institutional brokers D. Real estate brokerage industry organizations
E. Real estate brokerage management department
79. Generally speaking, when establishing a risk identification system, the basic principle that should be followed is ().
A. don't be too conservative and take reasonable risks.
B. Try not to affect the daily work efficiency.
C. we should correctly measure the probability and consequences of risks.
D. Comprehensive inspection
E. Do your best
80. The risk prevention measures of real estate brokerage institutions mainly include ().
A. Standardization of external commitments
C. Risk control and allocation D. Training of responsible persons
E. Establishment of inspection and audit system
Third, comprehensive analysis questions (***20 small questions, 2 points for each small question. Always choose one or more answers for each small question. Please black out the corresponding numbers on the answer sheet. Do not score if the way is wrong; Choose less and choose right, 0.5 points for each option)
( 1)
A real estate development company (hereinafter referred to as Company A) plans to invest and develop a large-scale real estate project in a city, and entrusts a real estate brokerage company (hereinafter referred to as Company B) to conduct overall marketing planning. After the feasibility study, Company B thinks the project is feasible, and has turned its attention to the apartment for the elderly.
8 1.B company's project positioning belongs to ().
A. Product positioning B. Image positioning
C. Customer orientation D. Function orientation
82. In the project market research and project positioning, the expert who plays the biggest role is ().
A, real estate market analysis expert B, architectural design expert
C. Expert in social observation and analysis D. Expert in urban economic observation
83. Assuming that the project is carried out in compliance with laws, regulations and land use restrictions, () must also be met before deciding whether the project is feasible.
A. Naturally feasible
C. Financial feasibility D. Technical feasibility
84. If the total construction area of the project is 200 000 m2, the total fixed cost is 20 million yuan, the unit variable cost is 1500 yuan m2, the sales tax rate is 15%, and the target cost profit rate is 25%, then the sales price of the project in the profit target is ().
A.294 1 yuan /m2 B. 3 125 yuan /m2
C 3676 yuan/square meter D. 3922 yuan/square meter
85. When the project first entered the market, it adopted a skimming pricing strategy, but after a period of time, the sales volume did not improve. After obtaining the consent of Company A, Company B decided to adjust the price. At this time, the available strategies are ().
A. Adjustment of average price of difficult apartment B. Adjustment of floor difference and orientation difference of difficult apartment
C. Key recommendation of difficult units D. Increase of total price of difficult units
86. Because there are few apartments for the elderly in this city, the elderly over 60 account for 65,438+02% of the total population in the city. Company B has drafted the slogan "Love him, just buy it" for the project, and used many promotion strategies, so the promotion strategy in the warm-up period is mainly the whole project ().
A. Advertising promotion B. Activity promotion
C. Relationship promotion D. Image promotion
(2)
Group A is a beer giant in a certain area and wants to set foot in the real estate development industry. To this end, A Group established a real estate development company. In March 2004, B Real Estate Development Company participated in the auction and obtained a piece of land in a provincial capital city. The plot is located in the center of the city, with an area of/10 000 square meters, and the planned use is an office building. B real estate development company signed a marketing agency agreement with C real estate brokerage company because of its lack of real estate development and marketing experience. According to the market research of C real estate agency, the plot is located in the central business district, surrounded by many high-grade office buildings, two large shopping centers and two four-star hotels.
87. According to the situation of real estate development company B, () is the most inappropriate way to choose sales channels.
A. Zero channel B. Narrow channel
C. Main channel D. exclusive distribution channels
88. After the real estate brokerage company C signs the marketing agency agreement with the real estate development company B, it is advisable to start introducing people in ().
A. Project planning and plot research stage B. Product planning and design stage
C. Marketing promotion stage D. Sales and property management stage
89. If Party B's real estate development company entrusts Party C's real estate brokerage company to conduct a detailed feasibility study on the project after acquiring the land, the detailed feasibility study conducted by Party C's real estate brokerage company includes ().
A. Market demand and competition analysis of the project B. Project cost estimation
Cash flow analysis of project marketing promotion plan of C.A.D. Group
90.c real estate brokerage company in the project competition analysis and research, mainly including (), etc.
A. Customer survey of four-star hotels in this area
B. Investigation on the rent level and vacancy rate of high-grade office buildings in this area
C. Investigate the convenience of transportation in this area
D. Study on the market price level of large shopping centers in the region
9 1. In the product positioning stage, C real estate brokerage company put forward many suggestions to B real estate development company based on market research data, and the following suggestions are correct ().
A. In view of the fact that the project is located in the central business district where high-grade office buildings are highly concentrated, it can be located in high-grade office buildings and highlight its own characteristics in design.
B. The survey found that the surrounding high-grade houses sell well and can be used to build high-grade small apartments.
C In view of the large proportion of small and medium-sized law firms, accounting firms, design consulting companies and appraisers, the office building can be planned according to the needs of the target customers.
D. It is suggested to start advertising to attract customers.
(3)
A real estate brokerage company has opened more than 20 chain stores in a certain city, and the information of houses and customers between chain stores is managed by computer online system to realize the complete sharing of resources. Wang, the owner, registered a second-hand house for sale in A chain store, a real estate agency, and Li, a real estate agent of a chain store, received him.
92. The real estate agency's listing information is ().
A. Private disk system B. Public disk system
Partition public disk system
93. Zhang learned the above-mentioned housing information through newspaper advertisements and went to a chain store to inquire. Li is responsible for the reception, and the correct way at this time is ().
A. arrange for Zhang and Wang to meet and discuss quickly.
B. Show Zhang the house, promise to help lower the house price, and ask for a share.
C carefully understand Zhang's purchase requirements and input his information into the computer as tourist information.
D. In order to prevent Zhang from "flying orders", sign a written entrustment resolution with him to clarify the service scope, entrustment conditions and commission standards.
94. Zhang likes this house very much, but he can't make up his mind about the price at the moment. At this time, the real estate agent made a mistake ().
A. Provide the prices of recent similar transaction cases for reference.
B. In order to make Zhang make up his mind, he claimed to be a registered real estate appraiser, indicating that the owner's quotation was lower than the market price.
C. Ask colleagues to call in time to say that a customer has asked to see the house, and the quotation is close to the owner's price, causing the illusion of fierce competition and urging them to make up their minds.
D. Introduce the advantages of housing environment, traffic conditions and living facilities in a timely manner.
95. In the real estate intermediary business, the moral hazard of real estate agents mainly includes ().
A. Li left without saying goodbye after collecting Zhang's down payment.
B. Seeing that the buyer likes this house very much, he pushed up the house price and demanded to share the difference with Wang.
C. Someone provides a false identity card
D. promote business privately and keep the commission for yourself.
(4)
After a real estate brokerage company opened, Zhao entrusted the company to lease B property, and then Qian came to the company to ask for renting B property.
96. The following statement is true ().
A. Zhao is the owner of real estate B.
B.zhao is a tourist source of a real estate agency.
C. Money is the source of a real estate agent.
D Zhao Can no longer entrusts other real estate agencies to lease B real estate.
97. A real estate agency should be () when receiving Zhao.
A. Understand Zhao's real wishes. B. Qualify Zhao.
C. Sign an entrustment agreement with Zhao D to understand Zhao's consumption habits.
98. In order to avoid private transactions between Zhao and Qian, real estate agencies should take confidentiality measures.
A. Zhao and Qian were not arranged to meet. B. Ask Zhao to pay the risk fund.
C. sign a house entrustment agreement with Zhao. D. sign a house entrustment agreement with Qian.
99. If Zhao receives a phone call from the staff of C real estate agency, saying that B real estate has been rented out according to its terms, what may happen is ().
A. A real estate brokerage company has violated professional ethics and leaked housing information.
Two real estate brokerage companies, B.A. and Xi, have cooperative relations and implement an open market system.
C.A. and C, two real estate brokerage companies, are cooperative, and they implement the private equity market system.
Washington real estate company stole information from a real estate company.
100. The main risk that real estate agents may encounter in this business is ().
A. Risks caused by irregular operation B. Moral hazard of real estate agents
C. Customer's moral hazard D. Risk of house damage caused by earthquake and fire.