1. Fill in the fixed questions (1 to 10 questions. Each question is 0.5 points, full score is 5 points. Please fill in the correct answer in the underlined area of ??the question)

1. ________ It is to use scientific methods to analyze and research various market information, and to foresee changes in market demand and development trends in a certain period of time in the future, thereby providing a scientific basis for the company's decision-making.

2. _________ is the development and development of the company. New products with a synergistic relationship between technology and marketing of existing product lines can attract new customers and expand business scope outward from the same center.

3. According to modern business management theory, the comprehensive practice of corporate competition It is composed of the three forces of commodity power, sales power and _________.

4. _________ is the general term for the legal norms that regulate social relations arising from the protection of consumers’ material and cultural consumption rights.

5. _________ is helpful for enterprises to carry out overall marketing planning for target markets, formulate appropriate marketing mix strategies, and improve the competitiveness and economic benefits of enterprises.

6. Enterprise pricing is affected by Influenced by the three major factors of commodity cost, _________ and market competition, the pricing method can also be determined based on this.

7. The basic working method of public relations is to use communication to _________.

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8. People with a strong sense of ________ regard career success as more important than the enjoyment of material rewards.

9. ________ must compete with market leaders and other To challenge competitors, you must first determine your strategic goals and challenge objects, and then choose an appropriate offensive strategy.

10. Attract competitors’ customers and make them purchase the company’s existing products. This is _________Method one.

2. Single-choice questions (11 to 20 questions. 1 point for each question, full score of 10 points)

11. Maas’s Hierarchy of Needs Theory It is believed that human level needs are ( )

A. Survival needs B. Security needs C. Social needs D. Self-actualization needs

12. It is caused by the price changes of the commodity itself The change in demand caused by it is called ( )

A. Price elasticity B. Income elasticity C. Cross elasticity D. Elasticity of supply and demand

13. Sales packaging is usually called ( )

A. Transportation packaging B. Inner packaging or small packaging C. Outer packaging D. Middle packaging

14. A method of pricing based on the trust of civilian industry in the minds of consumers The strategy is called ( )

A. Prestige pricing method B. Satisfaction pricing method C. Discount pricing method D. Comparative pricing method

15. All products operated by the company use the same trademark Put into the market, this same-brand strategy is called ( )

A. Individual trademark strategy B. Extended trademark strategy C. Unified trademark strategy D. Innovative trademark strategy

16. Enterprises in After the user purchases the company's products, providing users with guidance or technical activities related to installation, maintenance, etc. is called ( )

A. After-sales service B. Promotion C. Sales promotion D. Marketing

17. The Diboda model is a sales program used for sales negotiations. It is especially suitable for selling to ( ).

A. Organization B. Individual C. Family D. Male

18. A salesman sells a vacuum cleaner to a customer. In order to prove that the noise of the vacuum cleaner is low, he starts the vacuum cleaner and lets the customer listen to the sound volume to prove that it meets the customer's needs and wishes. The salesman uses ( )

A. Personal evidence method B. Illustration method C. Physical evidence method D. Explanation method

19. The salesperson helps the buyer make a purchase decision-making process that benefits both the buyer and the seller. , is defined as ( )

A. Negotiation B. Approach C. Transaction D. Sales service

20. After the May Fourth Youth Festival printer salesman negotiated with the customer, he customer product

: Do you want Epson LQ---1600K or LQ---1800K? This is ( )

A. Request transaction method B. Assume transaction method C. Select transaction method D. Summary of benefits transaction Method

3. Multiple-choice questions (21 to 30 questions. Each question is 105 points, maximum 15 points. Each question has two or more correct options. Select less and choose incorrectly. No points will be awarded for multiple choices, please fill in the correct options in brackets)

21. In a state of saturated demand, the main strategies for implementing maintenance marketing are ( )

A , Keep high prices B. Stable agents C. Strictly control costs D. Strengthen after-sales service E. Reduce service items

22. When using cash discounts, the issue that should be clear is ( )

A. The size of the discount rate B. The customer range of the discount C. The length of the discount period D. The period for paying off all the goods E. The size of the customer’s purchase 23. The specific objectives of advertising are ( )

A. To inform as the goal B. To persuade as the goal C. To remind as the goal D. To notify as the goal E. To save costs as the goal

24. Market challengers choose challenge targets closely with strategic goals Related, different targets have different goals and strategies. The strategies usually adopted are ( )

A. Attack the market leader to seize its market share and product advantages B. Expand the total market demand C. Attacking the deceived ones to seize their market positions D. Attacking small businesses to seize their customers E. Keeping a certain distance while following

25. The principles for salesmen to deal with price issues are ( )

A. Principle of scientific pricing B. Principle of stability and price persistence C. Principle of value before price D. Adhere to the principle of proving to customers E. Adhere to the principle of relative price

26. Do you think the salesman closed the deal? The main subjective reasons for failure are ( )

A. Fear of failure B. Cowardice of being wronged C. Difficult customers D. Thinking that there is no need to proactively propose a deal E. Silu worries

27. Suppose you are the sales manager of a computer company, and you have just signed the relevant transaction documents with the purchasing representative of a university for a sales contract for 50 computers. At this time, you should ( )

A. Re- Describe the relevant sales points 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. A customer is purchasing a certain product in a large shopping mall. When buying small home appliances, I asked: Why is your price more than double that of similar products in the market? The experienced salesperson politely explained that the main reason for the price difference is ( )

A. Different brands B, different materials C, different specifications D, different service life E, different uses

29. What is the market like in a place? What should be done before drawing a conclusion is ( )

A. Analysis of customer needs B. Survey of prospective customers’ affordability C. Prepare products D. Make appointments with customers E. Negotiate with customers

30. Which of the following statements is incorrect ( )

A. The method of entrusting an assistant is mainly used to find prospective customers of industrial products. B. Entrusting an assistant and a local salesman to entrust the salesman with full authority to sell the business. C. Using the personal observation method to find customers, which is limited by the salesperson's knowledge. D . The advertising exploration method is often used to promote goods or services with small market demand and narrow coverage. E. The copywriting investigation method is actually a market research method.

4. Judgment explanation questions (31 to 32 questions. Each question 5 points, ***10 points. First make a judgment on whether the proposition is correct or not, and then explain it.)

31. The market share of an enterprise is closely related to its marketing expenditure.

32. A seasoned salesman welcomes objections from customers.

5. Case analysis questions (33 to 35 questions. Each question is 20 points. ***60 points)

33. Furmanite Services Company

Chris Henry, a salesman for industrial valves, flanges, seals and sealants, is visiting buyers of Shell Oil Company

Chris Maslow hopes that he can use this brand of sealing products to prevent leakage. Chris has just discussed the features, advantages, and benefits of the product with the buyer, and also explained the company's marketing plan and business development plan. He feels We're almost done. Here's the conversation between the two of them:

Chris: Let's summarize what we talked about. You said you like the money you save due to quick repairs, and you like us too. Quick response saves time. Last but not least, our service is guaranteed for 3 years, right?

Gray: Yes, that’s probably it.

Chris : Gray, I propose to bring a group of people here to repair these valve leaks. Do you want my people to come on Monday or some other time?

Gray: Not so fast! Yours Are sealing products reliable?

Chris: Gray, they are very reliable. Last year, we performed the same service for Mobil, and so far we have not returned for repair due to warranty. Do you think it sounds reliable? ?

Gray: I think it’s okay.

Chris: I know you are experienced and professional when making decisions, and you also agree that this is a decision for your factory. Correct, helpful service, let me arrange for some people to come, next week or within two weeks?

Gray: Chris, I still can't make up my mind.

Chris : There must be some reason why you are still hesitant. Do you mind me asking?

Gray: I'm not sure if this is the right decision.

Chris: Yes. Does this bother you?

Gray: Yes.

Chris: Only if you are confident in your decision-making can you accept our services, right? ?

Gray: Maybe!

Chris: Gray, let me tell you where we have reached a consensus, because of the cost savings, you like that we have online Repair services; you like our quick service response because you can get timely leak repairs, and you also like our well-trained service personnel and guarantees on our services. Is that all?

Gray: That's right.

Chris: So why do you want to start this work?

Gray: Chris, the plan looks good, but I don't have any money this month, maybe We can only do this work next month, in Reese: no problem at all. Gray, I value your choice of time. I will come back to you on the 5th of next month to confirm the time for the maintenance workers to leave.

Questions: (1) Explain what closing methods the salesman used?

(2) What are the advantages and disadvantages of multiple closing techniques?

(3) Chris Should the deal be proposed again? Why?

34. Smart and capable sales engineer

IBM (International Business Machines Corporation) is an outstanding sales organization in the United States. IBM's founder Thomas... Sir Waring himself is a super salesman. He once served as the national sales manager of a large company and accumulated rich experience in commodity marketing. The reason why IBM founded by Watson has achieved such great success , perhaps the most important point is his extremely high expectations and evaluation of sales representatives, which all sales representatives know. They can call any manufacturer in IBM and get managers or technical experts to comment on them at any time. Attention. It is precisely because of this legacy of Watson that the company's previous chairman candidates are all promoted from the sales and bad debt organization, which has become another feature of IBM.

IBM The sales force of the computer industry can be called the sales force of the computer industry. As one industrial researcher pointed out, companies first consider hiring people with good qualities and high achievements, and then continuously strive to cultivate them into superior talents compared to other colleagues. According to an IBM spokesperson, the company's technical school admissions personnel generally recruit "with a certain technical background, an average technical school score of 3.5 or above" and good communication skills, with a high degree of purpose.

To be the right person, all candidates 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 in the success of the sales force. , basic training combined with classroom work, sales office hours and on-the-job training working with more qualified sales representatives in the field, lasting anywhere from 9 to 15 months. A former IBM sales representative described this period as " "A stressful time designed to make survivors feel that they are one of the special elite." By the time you get on the employee assignment list, you will feel that you are the best among the best, and you will be full of enthusiasm. A sense of purpose and passion. And a determination to fully develop the best business in the world.

Sales representatives and their respective department managers have drafted and signed a personal performance plan. The plan listed specific total income Goals and non-revenue goals. IBM uses this measure to monitor and motivate each sales representative. However, the company also monitors and motivates each sales representative based on criteria such as sales area management, marketing management, customer satisfaction and leadership among peers. A sales representative conducts an evaluation.

No one has ever raised any objection to the ability and dedication of IBM's sales team to the team, but this does not necessarily guarantee sales success. An IBM director admitted, In the 1970s, IBM focused on the competitiveness of each individual computer and partially ignored the needs of customers, so IBM Chairman John Akers issued such a directive : "Go deep into the minds of customers, focus on problems, and solve problems." At the same time, a new "Customer Department" marketing team was established to help customers install computers and software systems, and even help install products including products sold by IBM competitors. System.

IBM shifted to a customer-targeted marketing approach, which was widely recognized in the 1980s. Initially, IBM's Data Processing Division sold mainframe computers, and its General Systems Division sold minicomputers and office computers. The Supplies Department sold office supplies such as typewriters, dictation machines, and copiers. After the company was reorganized, these product sales departments were replaced by two customer-oriented departments that sold all IBM products and sold its products nationwide. are large, medium and small customers, while the National Accounts Department targets selected large accounts with "comprehensive information needs".

By 1986, IBM had begun to establish separate sales offices in the industrial sector. The New York office handles financial and intermediary operations, the Detroit office handles General Electric, and the Dearborn, Anton., office handles Ford Motor Company. In many ways, IBM is increasingly immersing itself in the direction of customer sensitivity and integrating its As a more concentrated factor in the marketing strategy, a director of an insurance company quite appreciated this trend, believing that there would be more feedback from customers and the blindness of risk-taking would be reduced accordingly.

Question 1) IBM claims that when it recruits personnel, it is looking for college graduates who have the ability to learn technical information. Why do you think they need such personnel?

(2) Before entering management Regarding the organization, what key experience does IBM sales need to gain in order to become a director of the company?

35. Cosmetics

A domestic cosmetics limited liability company developed a product in the early 1980s. Cosmetics with unique effects that meet the needs of Oriental women have obtained patent protection in many countries. The manager of the marketing department initially analyzed the situation in Asian countries and regions, and chose Japan as the main market. In order to quickly grasp the situation in the Japanese market, the company We sent people directly to Japan, mainly using the survey method to collect first-hand information. The survey showed that the Japanese market has huge demand potential, strong purchasing power, and no competitors for similar products. This made company personnel very excited. Based on the survey, they also classified the Japanese market according to age levels. The Japanese female cosmetics market is divided into four sub-markets: 15 to 18 years old, 18 to 25 years old (before marriage), 25 to 35 years old and over 35 years old. One of the sub-markets has been selected for key development. The marketing manager is very satisfied with the preliminary work. Satisfied, to ensure success, he is considering conducting another market experiment. In addition, the company

The manager is also waiting for Feng to discuss with him the conservation pricing strategy.

1) What are the main segmentation variables for the company’s market segmentation? Based on the characteristics of the Japanese market, which submarket should the company choose? ?Why?

(2) As a new product, what pricing strategy do you think the company should adopt? Why?