National Question Bank for Occupational Skills Appraisal

Salesman (Marketer) Senior Marketer Theoretical Knowledge Test Paper

Notes

1. The test paper is based on the national occupational standards for "Salesman (Marketing Engineer)" promulgated in 2001.

Exam time: 120 minutes.

2. Please fill in your name, admission ticket number and the name of your unit on the seal of the test paper.

3. Please read the answer requirements carefully and fill in the answers in the prescribed positions.

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1. The market can be divided into ( ) according to the order of commodity circulation.

A. General commodity market and special commodity market B. Spot market and futures market

C. Wholesale market and retail market D. Consumer market and organizational market

< p> Correct rate: 46.26%

2. ( ) refers to a group of products that are closely related technically and structurally, have the same functions, and different specifications to meet similar needs.

A. Product portfolio B. Product line C. Product item D. Product series

Correct rate: 29.93%

3. Different within each product line The quantity of product items of the specification is ( ).

A. Width B. Length C. Depth D. Relevance

Correct rate: 17.69%

4. The starting point of the distribution channel is ().

A. Producer B. Wholesaler C. Agent D. Intermediary agency

Correct rate: 51.70%

5. Coca-Cola Company and Nestle Coffee Company Cooperate to form new companies. Nestlé uses its specialized technology to develop new coffee and tea beverages, and then sells them to Coca-Cola, which is familiar with beverage market distribution. This channel type is called ( ).

A. Traditional distribution channel model B. Vertical distribution channel model

C. Horizontal distribution channel model D. Multi-channel distribution channel model

Correct rate: 26.53 %

6. The products that usually do not require direct marketing are ().

A. Customized products B. Building materials

C. Perishable products D. Standardized products

Correct rate: 23.13%

7. Business negotiations take ( ) as the core of the negotiation.

A. Negotiation subject B. Value C. Negotiation object D. Price

Correct rate: 29.25%

8. ( ) is a procedural A qualitative thinking method characterized by , repeatability and stability.

A. Single thinking B. Static thinking C. Diversified thinking D. Dynamic thinking

Correct rate: 23.13%

9. During the negotiation process, Generally speaking, your eyes should be looking at the other person's ( ).

A. Body B. Upper triangle of face

C. Legs and feet D. Lower triangle of face

Correct rate: 73.47%

10. Fairness is a universal moral requirement in social life. In the marketing process, marketers must abide by the principle of fairness, and its specific meaning is ().

A. Must be fair to company employees

B. Must be fair to company leaders

C. The principle of fairness should be adhered to in competition with opponents

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D. The principle of fairness should be adhered to in interactions with the public

Correct rate: 31.29%

11. Relationship marketing refers to ().

A. The marketing method for enterprises to develop public relations

B. The marketing method for enterprises to develop relations with relevant government departments

C. Based on the system theory As the basic idea, marketing establishes and develops good relationships with consumers, competitors, suppliers, distributors, government agencies and social organizations

D. Carry out marketing based on the relationship between customers

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Correct rate: 81.63%

12. Among the following options, the one that does not belong to the customer classification criteria for cross-selling is ().

A. Customer strategic value B. Actual value

C. Expand sales and increase profits D. Size of service cost

Correct rate: 36.73%

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13. The Consumer Rights Protection Law stipulates that consumers have the right to obtain knowledge about consumption and consumer protection, which is what consumers should enjoy ().

A. Right to safety B. Right to be familiar with and informed C. Right to fair trade D. Right to obtain knowledge

Correct rate: 26.53%

14. Consumers When purchasing or using goods or receiving services, its legitimate rights and interests are harmed due to the division or merger of the original enterprise, ().

A. You can ask for compensation from the original enterprise

B. You can ask for compensation from the original enterprise’s competent department

C. You can ask for compensation from the enterprise that assumes its rights and obligations after the change. Compensation

D. Unable to recover

Correct rate: 63.95%

15. The subject responsible for product quality obligations is ().

A. Production operator B. Sales operator C. Consumer D. Supplier

Correct rate: 79.59%

16. ( ) means A direct selling company recruits direct sellers, who sell products directly to final consumers outside of fixed business premises.

A. pyramid selling B. collusion selling C. fraudulent selling D. direct selling

Correct rate: 80.95%

17. Ask the respondent by asking The method of understanding market information is called ().

A. Experimental survey B. Observation survey C. Indirect survey D. Interview survey

Correct rate: 91.16%

18. Two items are mostly used when asking questions Selection method: The survey method of asking the respondents is ().

A. Detention survey B. Telephone survey C. Personal interview D. Indirect survey

Correct rate: 16.33%

19. Enter and store the information in The computer process is called ( ).

A. The identity of the data B. The coding of the data C. The acceptance of the data D. The conversion of the data

Accuracy rate: 32.65%

20. Data coding The primary question is ( ).

A. Set a reasonable classification scale according to the needs of actual classification

B. Ensure that each type of answer can be classified into categories

C. The classification in the question should have clear meaning

D. Make special classifications for wrong answers

Correct rate: 57.14%

21. When processing a certain variable When, you may need to calculate the number of times a certain variable value appears. In statistics, this number is called ().

A. Mode B. Range C. Frequency D. Frequency

Correct rate: 53.74%

22. The process of consumer purchasing behavior pattern is ( ).

　① Stimulation; ② Buyer’s inner activity; ③ Buyer’s reaction

A, ②①③ B, ①②③ C, ③①② D, ③②①

Correct rate: 39.46 %

23. The type of purchase that requires consumers to make purchase investment is ().

A. Habit B. Seek diversification C. Resolve disharmony D. Complex purchase

Correct rate: 37.41%

24. Sales percentage is based on Calculated from historical data, so using historical data to guide future practice may be ().

A. There are some deviations B. Completely correct C. Completely unsuitable D. Unusable

Correct rate: 89.12%

25. Sales area strategy development The process is (　).

① Analyze the current situation of the sales area ② Set sales targets ③ Segment a single market ④ Adopt a push or pull-up strategy ⑤ Formulate a strategy to deal with competitors ⑥ Let sales staff know the activity goals.

A, ①②③box ④ ⑤ B, ④ ⑤ ②① C, ③box ④ ① ① ③ ④ ② ② ④ ② ② ③

Correct rate: 44.22%

26. relationship, which of the following statements is incorrect ().

A. In areas where there are many existing customers but few target customers with potential sales business, you can consider arranging sales personnel with strong new customer development capabilities to take charge

B . In areas where there are many target customers with potential sales business, sales personnel with rich experience and strong new customer development capabilities should be assigned to take charge.

C. In terms of the arrangement of working hours, it is also necessary to consider The proportion of working time allocated between existing customers and target customers

D. In addition to focusing on the development of new customers, the development of sales business should also start from existing customers. Sales staff should try their best to find ways and make efforts to increase the number of sales to existing customers

Correct rate: 36.05%

27. Among various channel models, ( ) has a greater Great flexibility, you can eliminate or choose distribution channels at any time and at will.

A. Traditional distribution channel model B. Vertical distribution channel model

C. Horizontal distribution channel model D. Intensive distribution channel model

Correct rate: 27.89%

28. The distribution channel model with a system core is ().

A. Traditional distribution channel model B. Vertical distribution channel model

C. Horizontal distribution channel model D. Managerial channel relationship

Correct rate: 47.62%

29. The sales network formed by voluntary cooperation with retailers as the center belongs to (　) distribution system.

A. Management type B. Decentralized type C. Company type D. Contractual type

Correct rate: 34.01%

30. In automobile marketing channels , raw materials, parts, engines, etc. are transported from suppliers to warehousing companies, and then transported to the manufacturer's factory to be made into cars. This belongs to ( ) in the channel process.

A. Entity process B. Ownership process C. Payment process D. Information process

Correct rate: 78.23%

31. From a marketing perspective , logistics planning should start with ( ).

A. Production B. Market C. Sales D. Own ability

Correct rate: 59.18%

32. From the beginning of the implementation of preferential measures to about 95 The time until % of the products with this preferential treatment have reached the hands of consumers is called ().

A. Lead time B. Sales duration time C. Preparation time D. Sales time

Correct rate: 36.73%

33. Competition is a powerful tool. It can win or hurt, the key depends on ( ).

A. How many people are being rewarded? B. Are the principles and methods of the competition consistent with the competition goals?

C. Is there an increase in sales? D. Is the company’s image improved?

Correct rate: 91.16%

34. The lottery-style sales with prizes is ().

A. Absolutely prohibited B. Conditionally prohibited C. Regionally restricted D. Arbitrary development

Correct rate: 27.89%

35. A company stipulates that consumers only need to provide a product packaging voucher and 10 yuan in cash to get 4 glasses with the company name printed on it. This promotion method is ().

A. Free samples B. Paid gifts C. Packaging promotion D. Retail subsidies

Correct rate: 59.18%

36. An organization and the organization in which it is located The good-neighborly relationship between local governments, social groups, other organizations and local residents belongs to ().

A. Media relations B. Consumer relations C. Community relations D. Government relations

Correct rate: 67.35%

37. Organizations or enterprises should deal with One of the most important external relationships is ( ).

A. Media relationship B. Consumer relationship C. Government relationship D. Community relationship

Correct rate: 28.57%

38. When looking for potential customers, The most prominent advantage of chain introduction is ().

A. High success rate B. Involving a wide range of customers

C. Easy to grasp customer reactions D. Saving manpower

Correct rate: 19.05%< /p>

39. The method of finding customers by making phone calls is called ().

A. Telephone search B. Chain introduction C. Advertising search D. Door-to-door visit

Correct rate: 94.56%

40. The disadvantages of competition are: ( ).

A. The cost is higher and the time is longer. B. It is easy to cause retaliation from competitors.

C. It is difficult for companies to grasp customers’ reactions. D. The scope of coverage is relatively wide.

Correct rate: 37.41%

41. The method of entrusting professionals who have contact with customers to assist in finding customers is called ().

A. Entrusted assistant B. Chain introduction C. Personal observation D. House-to-house visit

Correct rate: 70.75%

42. Through the salesperson’s self The method of approaching customers through introduction or introduction by others is called ( ).

A. Product approach B. Introduction approach C. Social approach D. Gift approach

Correct rate: 78.23%

43. Salesperson Question: "Engineer Li, you are an expert in mechanical and electrical products. Compared with similar old products, what are the advantages of the products developed and produced by our factory?" This method of getting close to customers is called ().

A. Curiosity approach B. Asking for advice C. Question approach D. Investigation approach

Correct rate: 59.86%

44. In negotiation During the process, when the other party asked us to make concessions, we emphasized that maintaining a business relationship with us would bring long-term benefits to the other party, and the importance of the success of this transaction to the establishment of this relationship. This concession strategy is ().

A. A concession strategy of giving distant benefits for a short time B. A concession strategy of mutual benefit

C. A concession strategy of leaving one side without any loss D. Salami-style concession strategy

Correct rate: 54.42%

45. The strategy of exchanging one's own concessions for the other party's concessions on a certain issue is called ().

A. A concession strategy of giving distant benefits and seeking immediate benefits B. A concession strategy of mutual benefit

C. A concession strategy of not losing any damage to one's own side D. A restriction strategy

Correct rate: 63.27%

46. During the negotiation process, when the negotiating opponent requires us to make concessions on a certain transaction condition, in our view, its request is indeed reasonable, and the other party If you are unwilling to make substantial concessions on this issue, you can take ( ).

A. A concession strategy that seeks far-reaching benefits but a near-term benefit. B. A concession strategy that is mutually beneficial.

C. A concession strategy that leaves no harm to one’s side. D. A restriction strategy

Correct rate: 25.17%

47. When understanding negotiation from the perspective of (　), it can be considered that the occurrence of deadlock may occur anytime and anywhere along with the entire cooperation process.

A. Long-term B. Narrow sense C. Broad sense D. Short-term

Correct rate: 29.93%

48. Encountering key issues or problems at the negotiation table When there are unresolved differences with the other party, they use the excuse that they cannot decide or have other reasons to let others negotiate. This strategy is called ( ).

A. The strategy of building a high platform B. The strategy of throwing low balls C. The strategy of red face and white face D. The strategy of changing generals

Correct rate: 86.39%

49 . Conditional on making actual concessions in negotiations to achieve further goals. This strategy is called ( ).

A. The strategy of building a high platform B. The strategy of throwing low balls C. The red face and white face strategy D. The strategy of retreating into advancement

Correct rate: 90.48%

< p> 50. During the negotiation, the negotiator moves forward tentatively, constantly consolidates his position, and quietly implements his plan, making it difficult for others to notice. This strategy is ( ).

A. The strategy of building a high platform B. The strategy of making progress step by step C. The strategy of red face and white face D. The strategy of retreating into advancement

Correct rate: 78.23%

51 .In the process of sales promotion, gradually make customers agree with certain points. If the customer agrees with all points but still does not buy, it is naturally unreasonable. This strategy of suggesting a deal is called ().

A. Selective transaction method B. Partial transaction method C. Hypothetical transaction method D. Concession transaction method

Correct rate: 36.05%

52. No matter the transaction Or not, when the customer has the slightest doubt, the salesman will force the customer to trade by saying that the other party will certainly buy it. This transaction closing method is called ().

A. Hypothetical transaction method B. Guaranteed transaction method C. Selected transaction method D. Final transaction method

Correct rate: 55.10%

53. "Customer Sir, if you sign and purchase my product now, I can reduce the price by another 3%." This suggested transaction strategy is ().

A. Affirmative hint method B. Preferential transaction method C. Choose one method D. Presumption method

Correct rate: 87.07%

54. The two sides are in a stalemate After a while, the salesperson said: "Let's do this. Since you are our old customer, then I will give in and give you priority in shipping!" This belongs to ().

A. Selective transaction method B. Partial transaction method C. Hypothetical transaction method D. Concession transaction method

Correct rate: 90.48%

55. In commodities During storage and transportation, in order to attract the attention of workers, the pictorial mark ( ) should be posted on the transportation packaging of shock-resistant and fragile commodities.

A. Open umbrella B. Goblet C. Sun D. Thermometer

Correct rate: 95.24%

56. Contents of pre-sales service Very rich, its core is ().

A. Large-scale advertising B. Social public relations service activities

C. Store environment layout D. Convenient for customers and stimulate their desire to buy

Correct rate: 74.83%

57. Blueprint technique uses () to analyze all aspects of the service delivery process.

A. Flowchart B. Histogram C. Control chart D. Pareto chart

Correct rate: 75.51%

58. The following is about the use of administration Among the statements about intervention methods to assist in debt collection, the incorrect statement is ().

A. When the creditor and the debtor belong to the same system, this method can achieve good results

B. The debtor’s competent authority has the power to order or rule the debtor to perform its debt

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C. When debt collectors use administrative intervention to collect debts, they regard it as a main method, because local protectionism is still very serious in some areas

D. Debt collectors make decisions Before whether to use this method to achieve the purpose of debt collection, first investigate the situation of the competent authorities

Correct rate: 38.10%

59. Which of the following statements is incorrect ().

A. Modern marketing concepts believe that companies should achieve the purpose of making profits by constantly meeting the needs of customers

B. Customer complaints are absolutely avoidable

C. How to deal with customer complaints is directly related to whether the needs of customers can be better met and affects the realization of corporate profits

D. Customer complaints are not terrible. The key to the problem lies in how to treat and deal with them. Handle it

Correct rate: 78.91%

60. Detailed records must be made of each customer complaint and its handling to provide reference for better handling of customer complaints in the future. This belongs to the ( ) principle of handling customer complaints.

A. There are rules to follow B. Process in a timely manner C. Clear responsibilities D. File analysis

Correct rate: 70.07%

2. Multiple choice Questions (Questions 61 to 100, please choose two or more correct answers and fill in the corresponding letters in the brackets. There will be no points for wrong choices, more choices, or fewer choices, and no points will be deducted. Each question is 1 point, Full score 40 points. )

61. The market is composed of all potential customers who have specific desires and needs and are willing and able to satisfy these desires and needs through exchange. From this, it can be seen that the components of the market include( ).

A. People who have certain needs and desires B. Possessing resources that interest others

C. Purchasing ability to satisfy needs D. Purchasing desire

< p>Correct rate: 38.78%

62. In marketing, the size of the market depends on the number of people ( ).

A. Have a certain need B. Have resources that interest others

C. Be willing to exchange such resources for what they need D. Be in a certain market environment< /p>

Correct rate: 22.45%

63. Among the following statements about product mix, the correct one is ().

A. The greater the width of the product portfolio, the more product lines the company has

B. The greater the depth of the product mix, the more specifications and varieties of the company's products

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C. The shallower the depth and narrower the width of the product portfolio, the greater the relevance of the product portfolio

D. Increasing product lines and expanding business scope can enable enterprises to achieve new development Opportunity

Correct rate: 36.73%

64. Which of the following statements about the essence of promotion is correct ().

A. The word "promotion" comes from Latin and its original meaning is "forward"

B. Promotion is essentially a communication activity

C. Sales promotion and personal selling are only components of promotion

D. Promotion has different characteristics from other marketing activities

Correct rate: 25.85%

65 .The basic methods of promotion include ( ).

A. Personal selling B. Advertising C. Sales promotion D. Public relations

Correct rate: 55.78%

66. Determine the need for promotional mix Factors to consider include ( ).

A. Product type B. Economic prospects

C. Market characteristics D. Product life cycle stage

Correct rate: 52.38%

67. The basic principles of business negotiation mainly include ().

A. The principle of objectivity and sincerity B. The principle of equality and reciprocity

C. The principle of seeking common ground while reserving differences D. The principle of fair competition

Correct rate: 59.86%< /p>

68. The connotation of successful business negotiation awareness mainly includes ().

A. Treat negotiation as a negotiation activity between the parties

B. Interpersonal relationships are the basis and guarantee for both parties to realize their interest relationships

C . The focus of negotiations should be to avoid falsehoods and get real, and work more on essential issues

D. Combine immediate interests with long-term interests

Correct rate: 53.74%

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69. What you should pay special attention to when communicating with European and American people is ().

A. When appreciating things, don’t ask about their value. B. Feeling like brothers and sisters, don’t ask about salary.

C. Respect the elderly and the virtuous. Don’t ask about age. D. When making friends, don’t ask about marriage.

Correct rate: 65.31%

70. Which of the following statements conforms to the etiquette requirements for women in business negotiations ().

A. Women should wear suits and suits with skirts in spring and autumn

B. The color of socks should not be too bright. Flesh-colored, black and light-colored transparent stockings are generally suitable< /p>

C. When wearing more than one piece of jewelry, pay attention to the same texture and color

D. For necklaces, in foreign negotiations, tight chains should be worn less frequently, while linear chains should be worn less frequently. It is a more suitable type of necklace

Correct rate: 20.41%

71. According to the relevant provisions of the Contract Law, the main forms of contracts are ().

A. Written contract B. Oral contract C. Other contracts D. Negotiated contract

Correct rate: 6.12%

72. The following are pyramid schemes ( ).

A. The organizer or operator requires the developed personnel to develop other personnel to join through the development personnel. The personnel to be developed will be calculated and paid based on the number of personnel directly or indirectly developed on a rolling basis (including material benefits). Rewards and other economic benefits), seeking illegal benefits

B. Organizers or operators, through developers, require the people being developed to pay fees or pay fees in disguise by subscribing for goods, etc., to obtain membership or develop other Qualifications of personnel to join, seeking illegal benefits

C. Organizers or operators require the developed personnel to develop other personnel to join through the development personnel, forming an upline and downline relationship, and the calculation is based on the sales performance of the downline and paying online rewards to obtain illegal benefits

D. Door-to-door sales without a license

Correct rate: 49.66%

73. The methods of field investigation include ( ).

A. Estimation method B. Interview method C. Observation method D. Experimental method

Correct rate: 63.95%

74. The following are the characteristics of interview surveys It’s ( ).

A. Limited survey area B. Directness

C. Low questionnaire response rate D. Flexibility

Correct rate: 36.73%

75. In order to seek diversified purchasing behavior types, market enterprises can adopt ().

A. Occupying favorable shelves B. Price concessions C. Sales promotion D. Free trial

Correct rate: 6.12%

76. Behavior of industrial buyers The types generally include ( ).

A. Direct repurchase B. Modified repurchase C. New purchase D. Repeat purchase

Correct rate: 23.81%

77. Divide sales areas Principles include ( ).

A. Principle of fairness B. Principle of feasibility C. Principle of challenge D. Principle of concreteness

Correct rate: 52.38%

78. Confirm sales The main methods for team size are ().

A. Sales percentage method B. Sales capability method C. Workload method D. Sales volume method

Correct rate: 23.13%

79. Product life The cycle can be divided into ( ).

A. Introduction period B. Growth period C. Maturity period D. Introduction period

Correct rate: 46.26%

80. Price discount includes (　).

A. Cash discount B. Quantity discount C. Functional discount D. Seasonal discount

Correct rate: 42.18%

81. Enterprises use discounts to encourage middlemen Subsidies provided include ( ).

A. Cash subsidy B. Assistance subsidy C. Inventory point subsidy D. Restore inventory subsidy

Correct rate: 14.29%

82. Logistics function can Divided into ( ).

A. Location utility B. Time utility C. Transportation D. Transfer

Correct rate: 12.24%

83. The current main transportation methods are (　) .

A. Railway transportation B. Water transportation C. Truck transportation D. Pipeline transportation

Correct rate: 57.14%

84. Which of the following are conditional subsidies? ( ).

A. Deduction of subsidy based on invoice B. Deferred payment

C. Advertising subsidy D. Subsidy for large-scale display

Correct rate: 10.20%

85. The following statement about the methods of finding potential customers is correct ( ).

A. The key to the celebrity introduction method is the central figure

B. Advertising search has the advantages of fast communication and wide range of communication

C. Chain introduction The advantage is that it can reduce blindness in the sales process

D. House-to-house visits save manpower, material and financial resources

Correct rate: 44.22%

86. Commodity The approach method is applicable to ( ).

A. Products with certain attractiveness and outstanding features B. Products that are easy to carry

C. Products that are habitually purchased D. Seeking diversified products

Correct rate: 8.84%

87. Methods of approaching customers include ().

A. Praise approach B. Repeated approach C. Service approach D. Benefit approach

Correct rate: 55.10%

88. "MAN "Rule" believes that the conditions that a sales target must meet to become a qualified customer include ( ).

A. Have the purchasing power of the product B. Have the right to decide on the purchase of the product

C. Have the demand for the product D. Have the channels to purchase the product

Correct rate: 42.86 %

89. The principle that must be followed when interpreting quotations is ().

A. Don’t ask, don’t answer. B. Answer all questions. C. Avoid the truth and stick to the truth. D. Can talk but not write.

Correct rate: 43.54%

90. Common negotiation strategies include (　).

A. Fishing in troubled waters strategy B. Fatigue bombing strategy C. Retreat in order to advance strategy D. Changing general strategy

Correct rate: 44.22%

91. Common Negotiation strategies include ( ).

A. Compromise and reconciliation strategy B. Casting stones to ask for directions C. Insinuation strategy D. Breaking into parts strategy

Correct rate: 61.90%

92. Customer When you have the desire to buy, some buying signals often occur. The following are buying signals ().

A. Take the initiative to explain your understanding and evaluation of this product

B. Take the initiative and enthusiastically introduce the salesperson to the person in charge

C. Get closer Salesmen

D. Improve the reception level of salesmen

Correct rate: 35.37%

93. Promote by putting products in a state of short supply The transaction method is called ( ).

A. Selective transaction method B. Partial transaction method C. Hungry transaction method D. Preferential transaction method

Correct rate: 53.74%

94. Terminal sales Management must do ( ).

A. Choose the appropriate terminal type B. Strive for store cooperation

C. Increase human support D. Improve the overall coordination of promotions

Correct rate : 49.66%

95. According to chronological order, customer service can be divided into ().

A. Integrated service B. Pre-sales service C. In-sales service D. After-sales service

Correct rate: 74.15%

96. Service quality evaluation When, the most basic basis includes ().

A. Tangible factors B. Response

C. Input of service personnel D. Service guarantee

Correct rate: 34.69%

97. When investigating customer operators, you should pay attention to ().

A. Is the relationship between husband and wife tense? B. Is the work laissez-faire?

C. Is it half-hearted D. Is the whereabouts erratic?

Correct rate: 28.57%

98. When investigating the internal situation of the client's company, you should pay attention to ().

A. Whether employees are united B. Whether employees can comply with orders and prohibitions

C. Whether employee discipline is lax D. Whether stocks increase or decrease sharply

Correct rate :39.46%

99. When investigating the customer’s financing status, attention should be paid to ().

A. Discount the bill B. Delay debt payment

C. Start avoiding debt D. Sell at low price to raise funds

Correct rate: 23.13%

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100. According to time series, customers can be divided into ().

A. Main customers B. New customers C. Old customers D. Potential customers

Correct rate: 41.50%