1, _ _ _ _ _ is to use scientific methods to analyze and study all kinds of market information and predict the changes and development trends of market demand in a certain period in the future, thus providing scientific basis for enterprise decision-making.
2. _ _ _ _ _ _ _ That is, to develop new products that have a synergistic relationship with the technology and marketing of the existing product line of this enterprise, attract new customers, and expand the business scope from the same center.
3. According to modern enterprise management theory, the comprehensive practice of enterprise competition consists of commodity strength, sales strength and _ _ _ _ _ _.
4. _ _ _ _ _ _ _ is the general name of the legal norms that adjust social relations because of protecting consumers' rights and interests in material and cultural consumption.
5. _ _ _ _ _ _ _ _ is conducive to the overall marketing planning of the target market, formulating appropriate marketing mix strategies, and improving the competitiveness and economic benefits of enterprises.
6. Enterprise pricing is influenced by commodity cost, _ _ _ _ _, and market competition, and pricing methods can also be determined on this basis.
7. The basic working method of public relations is to conduct _ _ _ _ _ _ by means of communication.
8. People who are passionate about _ _ _ _ _ _ _ _
9. _ _ _ _ _ _ _ To challenge market leaders and other competitors, we must first determine our strategic objectives and challenge targets, and then choose the appropriate offensive strategy.
10, attracting competitors' customers to buy the existing products of this enterprise, which is one of the methods of _ _ _ _ _ _.
Second, multiple-choice questions (1 1 ~ 20 questions. 1 for each question, full mark 10).
1 1, Mas's hierarchy of needs theory thinks that people's hierarchy of needs is ().
A, survival needs B, security needs C, social needs D, self-realization needs
12, the demand change caused by the price change of the commodity itself is called ()
A, price elasticity b, income elasticity c, cross elasticity d, supply and demand elasticity
13, sales packaging is usually called ()
A, transport package B, inner package or small package C, outer package D, medium package
14. The strategy of pricing by using the trust of the civil industry in the eyes of consumers is called ().
A reputation pricing method b, satisfaction pricing method c, discount pricing method d and comparative pricing method
15, all products operated by enterprises are put on the market under the same trademark, and this strategy of sharing the same standard is called ().
A. Personal trademark strategy B. Extended trademark strategy C. Unified trademark strategy D. Innovative trademark strategy
16, the enterprise provides users with installation, maintenance and other aspects of guidance or technical activities when they buy their own products, which is called ().
A, after-sales service B, promotion C, promotion D, marketing
17, Dipoda model is a promotion scheme used to promote negotiations, especially suitable for sales to ().
A, organization B, individual C, family D, male
18, a salesman who sells vacuum cleaners to customers, started the vacuum cleaner in order to prove that the noise of the vacuum cleaner is low, so that customers can listen to the volume, which proves that it meets the needs and wishes of customers. The salesman adopted ().
A, Evidence Law B, Example Law C, Material Evidence Law D, Interpretation Law
19. The salesman helps the buyer to make a purchase decision-making process that is beneficial to both buyers and sellers. It is defined as ().
A, negotiation B, contact C, clinch a deal D, sales service
20. After the May 4th Youth Day, a printer salesman negotiated with the customer. He told the customer: Do you want Epson LQ LQ-1600K or LQ LQ-1800K? This is ()
A. Request transaction method B. Assumption transaction method C. Choice transaction method D. Summary transaction method.
Third, multiple-choice questions (2 1 ~ 30 questions. 105 for each question, *** 15. Each question has two or more correct options. Choose less, choose wrong or choose more than one. Please fill in the correct options in brackets).
2 1, in the state of saturated demand, the main strategies for implementing maintenance marketing are ()
A, maintain high price B, stabilizer C, strictly control cost D, strengthen after-sales service E, and reduce service items.
22, when using cash discount, should be clear about the problem is ().
A, the size of the discount rate b, the customer range of the discount c, the length of the discount period d, the time limit for paying off the full amount e, the size of the customer's purchase 23, the advertising target is ().
A, take informing as the goal b, persuading as the goal c, reminding as the goal d, informing as the goal e, and saving money as the goal.
24. Market challengers' choice of challenge objects is closely related to strategic goals, and they have different goals and strategies for different goals. Commonly used strategies are ().
A, attack market leaders to seize their market share and product advantages; Expand the total market demand; C, attack your own strength; D, crack down on small enterprises to seize customers; And keep a certain distance during the following process.
25, the principle of salesman to deal with the price problem are ()
A. Scientific pricing principle B. Stabilize and adhere to the price principle C. Value precedes price principle D. Adhere to the principle of proving to customers E. Adhere to the principle of relative price.
26, do you think the salesman clinch a deal the subjective reasons mainly include ().
A, afraid of failure; B, afraid of losing money; C, difficult customers; D, don't think it is necessary to take the initiative to put forward the transaction; E, think about Lu.
27. Suppose you are the sales manager of a computer company and have just signed the relevant documents of the sales contract for 50 computers with the purchasing representative of a university. At this time, you should ().
A, restate the main points of sales promotion B, praise your computer performance C, praise the customer's watch D, praise the customer's decision E, praise the customer's work efficiency.
28. When a customer was shopping for a small household appliance in a big shopping mall, he asked: Why is your price more than double that of similar products in comparable markets? The experienced shop assistant politely explained that the main reason for the price difference was ().
A, different brands b, different materials c, different specifications d, different service life e, different uses.
29, what is the market in one place, should be done before the conclusion is ().
A, customer demand analysis B, prospective customers' ability to pay survey C, prepare product D, meet customer E, and negotiate with customers.
30, which of the following statements is not correct ()
First, the entrusted assistant method is mainly used to find potential customers of industrial products; B. Entrust assistants and local salesmen to entrust salesmen with full authority to promote business; C, using personal observation to find customers, limited by personal knowledge; D, advertising exploration method is often used to promote goods or services with small market demand and narrow coverage; E. Copywriting investigation method is actually a market research method.
4. Judgment and explanation questions (3 1 ~ 32 questions, 5 points for each question, *** 10. Judge whether the proposition is correct first, and then explain it. )
3 1. The market share of an enterprise is closely related to its marketing expenditure.
Experienced salesmen welcome customers' objections.
Five, case analysis questions (33 ~ 35 questions, 20 points for each question. ***60 points)
33. Fulmanite Services Company
Chris Henry is a salesman of industrial valves, flanges, sealing rings and sealants. He is visiting Geremaslo, the buyer of Shell Oil Company, hoping that he can use this brand of sealing products to prevent leakage. Chris has just discussed the characteristics, advantages and benefits of the product with the buyer, and also explained the company's marketing plan and business development plan. He felt that he was almost finished. The following is their conversation:
Chris: Let's sum up what we talked about. You said you like the money saved by quick repair, and you also like the time saved by our quick response. Finally, our service is guaranteed for three years, right?
Gray: Yes, I think so.
Chris: Gray, I propose to bring a team here to repair the leakage of these valves. Do you think my people should come on Monday or some other time?
Gray: Not so fast! Are your sealing products reliable?
Chris: Gray, very moderate. Last year, we provided the same service for Mobil. So far, we haven't returned for maintenance because of quality assurance. Do you sound reliable?
Gray: Not bad, I think.
Chris: I know that you are experienced and professional in decision-making, and you also agree that this is a correct and beneficial service for your factory. Let me arrange for some people to come Is it next week or two weeks later?
Gray: Chris, I still can't make up my mind.
Chris: There must be some reason why you are still hesitating. Do you mind if I ask?
Gray: I'm not sure if this is the right decision.
Chris: Is that what bothers you?
Gray: Yes.
Chris: You will only accept our service if you have confidence in your decision, right?
Gray: Maybe!
Chris: Gray, let me tell you where we agree. Because we can save costs, you like our online maintenance service. Because of timely leakage maintenance, you like our quick service response, and you also like our well-trained service personnel and service guarantee, right?
Gray: That's right.
Chris: Then why did you start this job?
Gray: Chris, this plan looks good, but I have no money this month. Maybe we can do this work next month. In Reese: No problem at all. Gray, I value your choice of time. I will be back here on the 5th of next month. Make sure the maintenance workers leave.
Question: (1) What closing methods did the salesman use?
(2) What are the advantages and disadvantages of various trading technologies?
(3) Should Chris make another deal? Why?
34. Capable sales engineer
IBM (International Business Machines Corporation) is an outstanding sales organization in the United States. Sir Thomas Walling, the founder of IBM, is a super salesman himself. He used to be the national sales manager of a big company, so he has accumulated rich experience in commodity marketing. The IBM company founded by Watson can achieve such great success, and perhaps the most important thing is his high expectation and evaluation of sales representatives. All sales representatives know that they can call any manufacturer of IBM at any time and get the attention of managers or technical experts. It is precisely because of Watson's legacy that the company's successive chairmen have been promoted to the sales bad debt structure, which has become another major feature of IBM.
IBM's sales team can be called the sales team in the computer industry. As an industry researcher pointed out, companies first consider hiring people with good quality and great achievements, and then constantly strive to cultivate them into talents superior to other colleagues. According to an IBM spokesperson, the technical school recruiters of the company generally recruit "people with a certain technical background. All technical school candidates with an average score of 3.5 or above, good communication skills and high purpose must take an information processing ability test to determine whether they have the ability to learn and understand technical information.
IBM regards training as a key factor for the success of the sales team. Basic training combines classroom assignments, working hours in the sales office and on-the-job training for more qualified sales representatives. For 9 ~ 15 months. A former IBM sales representative described this period as "a period full of pressure, which made survivors feel that they were members of a special elite". When you get on the staff distribution list, you will feel that you are an excellent person, full of mission and enthusiasm, and determined to fully develop the best career in the world.
Sales representatives and managers in their respective departments have drafted and signed personal performance plans. The plan lists specific total revenue targets and non-profit targets. IBM monitors and motivates every sales representative through this rainbow. However, the company also evaluates each sales representative according to the management of the promotion area, marketing management, customer satisfaction and leadership position in colleague China.
No one has ever raised any objection to IBM's sales ability and dedication to the team, but this may not guarantee the success of sales. An IBM executive admitted that in the 1970s, IBM focused on the competitiveness of each personal computer and partially ignored the needs of customers, so John, chairman of IBM.
Axe issued such an instruction: "Go deep into customers' minds and concentrate on solving problems", and set up a new "Customer Department" marketing team to help customers install computers and software systems, and even help them install systems including products sold by IBM competitors.
IBM turned to customer-oriented marketing, which was widely recognized in the 1980s. At first, the data processing department of IBM sold large computers, the general system department sold small computers, and the office supplies department sold office supplies such as typewriters, dictation machines and photocopiers. After the reorganization of the company, these product sales departments were replaced by two customer-oriented departments, selling all IBM products and selling their products to large, medium and small customers nationwide. The goal of the national accounts department is to own.
By 1986, IBM had set up separate sales offices in the industrial sector, with new york office in charge of finance and intermediary business, Detroit office in charge of general electric appliances, and dearborn office in Anzhou in charge of Ford Motor Company. In many ways, IBM is becoming more and more sensitive to customers and taking it as a more concentrated factor in its marketing strategy. An insurance company executive praised this trend and thought that more customers would come from it.
Question 1)IBM claims that when recruiting personnel, it is looking for college graduates who have the ability to learn technical information. Why do you think they need such personnel?
What key experience does IBM sales need to gain to become a company director?
35. Cosmetics
In the early 1980s, a domestic cosmetics limited liability company developed cosmetics with unique efficacy and suitable for the needs of oriental women, and obtained patent protection in many countries. The marketing manager preliminarily analyzed the situation of Asian countries and regions and chose Japan as the main market. In order to quickly grasp the situation of the Japanese market, the company sent people to Japan to collect first-hand information mainly by means of investigation. The survey shows that the Japanese market has great potential demand for graves and strong purchasing power. And there are no competitors of similar products, which makes the employees excited. On the basis of investigation, the Japanese female cosmetics market is divided into four sub-markets according to age: 15 ~ 18 years old, 18 ~ 25 years old (before marriage), 25 ~ 35 years old and over 35 years old, and one of them is selected for key development. The marketing manager is very satisfied with his previous job.
1) What are the main segmentation variables of the company's market segmentation? According to the characteristics of the Japanese market, which market segment should the company choose? Why?
(2) As a new product, what pricing strategy do you think the company should adopt? Why?