Division of labor makes people's products become commodities and equivalents, and people become markets. The finer the social division of labor, the more developed the commodity economy, and the greater the scope and capacity of the market.

2. As a market, population alone is not enough, and the people who make up the market must have the desire and ability to buy. ( √ )

The market consists of all potential customers who have specific desires and needs and are willing and able to meet these desires and needs in exchange. Market = consumers × purchasing power× purchasing desire

3. There are essential differences between production concept and product concept. (10)

Product concept refers to the business guiding ideology that an enterprise does not develop corresponding products and varieties through market analysis, but focuses on improving quality and reducing costs in order to expand sales and obtain profits. The product concept not only pays attention to production quantity, but also pays attention to product quality. The guiding ideology of this product-centered production and operation activities still belongs to the traditional production concept.

4. Taking marketing concept as the guiding ideology of enterprise marketing activities requires enterprises to give up profit targets.

(10)

I won't explain this.

5. The external environment of enterprise marketing will only "make trouble" for enterprises. (10)

Risks and opportunities coexist.

6. Most marketing environment factors can be controlled by enterprises. (10)

Many marketing environment factors are beyond the control of a single enterprise, so enterprises must adapt to the environment. Then, according to the strength of the enterprise, to a certain extent, influence it in a certain way, thus creating a marketing environment conducive to the development of the enterprise.

7. In order to do a good job in marketing management, enterprises only need to design marketing strategies and tactics. (10)

There are many aspects of marketing management, besides its own factors, other factors such as manpower and finance will also have an impact on marketing management.

The higher the Engel's coefficient, the higher the living standard in a specific area. (10)

Inverted.

9. "Survival of the fittest" is not only the law of natural evolution, but also the law of enterprise marketing activities. ( √ )

If an enterprise can't adapt to the changes in the external environment, it is likely to fail in the competition and be eliminated by the market.

10. There are many people in the consumer market, and the consumer demand is scattered, complex and changeable. ( √ )

In the consumer market, from the perspective of traded goods, the products are diverse in color and variety, and the product life cycle is short; Commodities are not professional and technical, and there are many substitutes, so the price demand elasticity of commodities is greater, that is, price changes have a greater impact on demand. From the perspective of transaction scale and mode, there are many buyers in the consumer goods market, and the market is scattered, with frequent transactions, but sporadic transactions. From the point of purchase behavior, it induces consumers' purchase behavior to a great extent. From the perspective of market dynamics, due to the complexity of consumer demand, there are frequent contradictions between supply and demand.

1 1. Most consumer markets are bought by experts, and consumers have professional knowledge of most products.

(10)

It is generally difficult for consumers to master all kinds of commodity knowledge and sufficient market information, which belongs to non-expert purchase, so they often need publicity, introduction and help from sellers when purchasing goods.

12. The consumer marketing department is an impulse purchase, so it is induced. ( √ )

Consumers have great selectivity and flexibility in what goods to buy, when, where and how to buy them, and are easily influenced by corporate marketing activities and other external environmental factors.

13. Various factors affecting the consumer market also restrict the scale and development of the production market.

( √ )

The demand of producer market is derived demand. Derived demand is also called extended demand, that is, the demand of producer market is derived and extended from the demand of consumer market. The structural change of consumer goods market demand will cause a series of chain reactions of producers' market demand; Affected by economic laws, a small increase or decrease in the market demand of consumer goods will lead to a large increase or decrease in the market demand of producers.

14. There are few perceptual factors in the purchase decision of producers. (10)

Main factors affecting manufacturers' purchase decision

(1) Environmental factors. The external environmental factors of enterprises include politics, law, culture, technology, economy and natural environment.

(2) Organizational factors. Enterprise's own factors. Such as the enterprise's objectives, policies, business processes, organizational structure, systems, etc. , will affect the purchase decision of producers.

(3) Interpersonal factors. Mainly refers to the interpersonal relationship within the enterprise. The purchasing decision-making process of manufacturers is complicated, and many people participate in the decision-making. The status, authority, persuasiveness of these participants in the enterprise and their relationship will affect their purchase decisions.

(4) Personal factors. Everyone involved in the purchase decision-making process will be mixed with personal feelings, which will affect the participants' views on the products and suppliers to be purchased, and then affect the purchase decision.

15. The market demand of producers is less affected by price and lacks price elasticity. ( √ )

The demand in the producer market is usually inelastic. In the producer market, the buyers of the means of production are not sensitive to prices and are generally not affected by market price fluctuations.

16. The investigation work should first "do the right thing" and then "do the right thing". ( √ )

From the proposition of management, "doing the right thing" means making the right decision first and finding the right direction and goal, and "doing the right thing" means choosing the right method and being efficient. How to understand the relationship between the two is the key to this proposition. It should be that "doing the right thing" is the foundation and premise, that is to say, only by finding the right thing to do can we choose the right way to do it.

17. The bigger the research question, the better. (10)

Market research refers to the systematic and objective identification, collection, analysis and dissemination of marketing information in order to improve the quality of product sales decisions, solve problems or seek opportunities in product sales. The premise of market research is to find out the problem to be solved, that is, the research goal, not just based on "big problems"

18. In order to effectively use the existing data and information inside and outside the enterprise to reduce the cost, we should first try to use the method of field research. (10)

In order to effectively use the existing data and information inside and outside the enterprise to reduce the cost, we should first try our best to use copywriting research: mainly the collection, collation and analysis of second-hand data.

19. The investigation report should be as detailed and comprehensive as possible. ( √ )

20. Second-hand data research should pay attention to the accuracy of data. ( √ )

Second-hand data research has the characteristics of availability, timeliness, comparability, relevance and accuracy.

Accuracy: In rare cases, some second-hand information released by others will comprehensively and accurately discuss the subject to be investigated by market researchers, but in most cases this is not the case. Especially when the directly related second-hand materials are not available, marketers may have to use alternative materials, so these alternative materials should be modified or supplemented appropriately. In order to improve the accuracy of data, marketing researchers should also study the methods of making such second-hand data to see if they can stand the test of science. For example, the data provided by some countries are only estimates, and the accuracy is not high.

2 1. Field research can get the required information timely and accurately, and the information is highly targeted. ( √ )

In some cases, when the purpose of investigation cannot be satisfied and the information collected is not timely and accurate, it is necessary to conduct on-the-spot investigation in time to solve the problem and obtain first-hand information and intelligence, so as to make the investigation work effective and smooth.

22. In today's information society, information has become the fourth largest resource for enterprises. ( √ )

Enterprise resources, in the sense of modern management, are the resources needed for enterprise management. The sum of the elements controlled or owned by an enterprise. That is, "people", "wealth" and "things" of enterprises, information has become the fourth largest resource of enterprises.

23. When consumers evaluate and choose goods, they generally take the delivered value of products as a measure, and they all expect to get as much delivered value as possible. ( √ )。

"Customer delivered value" refers to the difference between total customer value and total customer cost. Rational customers can judge which products will provide the highest value and make a choice that is beneficial to them. Under the restriction of certain search cost, limited knowledge, flexibility and income, customers are pursuers of value maximization, and they form a value expectation and respond accordingly. Then, they will know whether the product meets their expected value, which will affect their satisfaction and the possibility of re-purchase. Customers will buy goods from companies that they think can provide the highest customer delivered value.

24. The middleman market is more price-sensitive than the producer market. ( √ )

Middlemen often evaluate suppliers in terms of product price, quality, after-sales service, payment terms and delivery speed.

25. Market positioning is not what to do with products, but what to do with the hearts of potential consumers. ( √ )

Positioning means that an enterprise creates a distinctive and impressive image for its products according to the position of competitors' existing products in the market and the importance that customers attach to certain characteristics or attributes of such products, and vividly conveys this image to customers, so as to determine the appropriate position of products in the market. Market positioning is not what you do to a product itself, but what you do in the minds of potential consumers. The essence of market positioning is to strictly distinguish this enterprise from other enterprises, so that customers can clearly feel and realize this difference, thus occupying a special position in customers' minds.

I haven't done the problem for a long time. Please refer to.