2006 "Marketing" test questions

1. Explanation of terms

1. Market segmentation

2. Marketing information System

2. True or False (1 point for each question, ***20 points)

( ) 1. Vertical distribution channel is composed of producers, wholesalers and retailers A unified union.

( ) 2. From the perspective of marketing theory, the market is a place where goods are bought and sold.

( ) 3. The main advantage of the Internet as a marketing research tool is its low cost.

( ) 4. A broker is a wholesaler who owns the ownership of the products he sells.

( ) 5. Skimming pricing strategy is suitable for products with high price elasticity of demand.

( ) 6. The psychological factors that affect buyers’ decision-making mainly include occupation, lifestyle, personality, motivation, etc.

( ) 7. The core of the market filler strategy is to follow.

( ) 8. In marketing, replacement products are also new products.

( ) 9. Planning the investment portfolio is essentially the senior management of the company evaluating and classifying each business unit and its business, confirming their development potential, and deciding on the investment structure.

( ) 10. Promotion is when a company advertises its products.

( ) 11. The higher the market growth rate, the smaller the amount of funds required by the operating unit.

( ) 12. Enterprises can change the marketing environment at will according to their own requirements and wishes.

( ) 13. Under the conditions of economic globalization, the international economic situation is also an important factor affecting corporate marketing activities.

( ) 14. Every product needs to go through four stages: trial marketing period, best-selling period, saturation period and slow-selling period.

( ) 15. In the market for similar products, customer needs in different market segments are more similar.

( ) 16. Collecting historical electrical appliance sales data from retailers does not constitute field investigation.

( ) 17. Adopting a following strategy involves taking great risks.

( ) 18. Even if the intrinsic quality of the product meets the standard, if there is no perfect service, it is actually a substandard product.

( ) 19. A well-designed batch packaging can not only protect the product, but also increase the value of the product itself, thereby increasing the company's profits.

( ) 20. The disadvantage of chain stores is that if the power is too concentrated, flexibility and adaptability are poor.

3. Multiple choice questions (each question is 1 point, ***20 points)

1. Except in which of the following cases, demand is price elastic? ( )

A. There are almost no substitutes. B. Buyers pay great attention to price changes.

C. Buyers like to pursue lower prices. D. Buyers feel that there is no reason for price increases.

2. In the initial stage of marketing, its main research content is ( )

A. Sales and advertising methods B. How to improve production efficiency

C. How to improve product quality D. Set appropriate product prices

3. Companies take advantage of consumers' admiration for famous brand products or the prestige of famous stores, and set the lowest prices for products whose quality is difficult to identify. It is suitable to use the ( ) method for pricing.

A. Mantissa pricing B. Solicitation pricing C. Prestige pricing D. Reverse pricing

4. Direct sales of products and services to final consumers for personal and non-commercial use The activity belongs to ( ).

A. Wholesale B. Retail C. Agency D. Direct sales

5. Which of the following products is more suitable for intensive distribution strategy? ( )

A. Safeguard brand soap B. Goldlion brand shirt C. Antique D. Seiko brand watch

6. Measures taken in the short term to stimulate customers' purchasing actions Various incentives are called ( ).

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

7. Which of the following is a characteristic of exploratory buying? ( )

A. The products are not very different

B. There is no need to spend a lot of time collecting product information

C. Consumers do not know much about the products they need. , generally have no purchasing experience for this type of goods

D. Frequency of purchasing goods is relatively high

8. Which of the following is not a function of a wholesaler? ( )

A. Collecting and distributing goods B. Communicating production and marketing information C. Bearing market risks D. Extending the life cycle of products

9. Wine bottles with exquisite materials and designs, in the wine industry After consumption, it can be used as a vase or cool water bottle. This packaging strategy is ( )

A. Matching packaging B. Packaging with gifts C. Batch packaging D. Reuse packaging

10. The first step in marketing research is ( )

A. Determine a sampling plan B. Collect information C. Conduct research design D. Determine problem research objectives

11. Advocacy People are social beings, and their needs and behaviors are subject to the pressure and influence of social groups. This is ( )

A. Economic model B. Traditional psychology model C. Social psychology model D , Marketing stimulation

12. The number of middlemen using the same type at the same level of a distribution channel is called the distribution channel (this)

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

13. Which of the following situations is least suitable for adopting penetration pricing strategy? ( )

A. Production costs can be reduced through mass production. B. The price elasticity of commodity demand is relatively large.

C. Imitation is difficult and there are few competitors. D. The market size of the commodity is relatively large. Large, competitive potential

14. The main disadvantage of product-market management organizations is ().

A. The organizational management cost is too high. B. Some products and markets are easy to be ignored.

C. It is easy to cause a disconnect between the plan and the actual situation. D. Sufficient market information cannot be obtained in a timely manner.

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15. Procter & Gamble has developed different brands for its different hair care products. In the Chinese market, the company has five major brands, including Rejoice, Head & Shoulders, Pantene, Sassoon and Clairol. The trademark strategy adopted by Procter & Gamble is ( )

A. Promotional trademark strategy B. Family trademark strategy C. Hierarchical trademark strategy D. Similar trademark strategy

16. Which of the following factors is not true? What are the main factors influencing industrial purchasing decisions? ( )

A. Environment B. Culture C. Organization D. Individual

17. When the number of target customers is large, producers tend to use ( ).

A. Direct channel B. Short channel C. Narrow channel D. Long and wide channel

18. Most companies develop new products by improving existing products rather than creating ( ).

A. Replacement products B. Imitation products C. Brand-new products D. New brand products

19. Customer needs in the same market segment have ( ).

A. Absolute homosexuality B. More homosexuality C. Less homosexuality D. More differences

20. Consumption The buyer's post-purchase evaluation mainly depends on ( ).

A. Psychological factors B. Product quality and performance C. Payment method D. Attitudes of others

IV. Multiple choice questions (2 points each, *** 10 points)

1. The main subculture groups in a country are ( ).

A. Language subculture group B. Religious subculture group C. Ethnic subculture group subculture group

D. Interest subculture group E. Regional subculture group

2. For urban residents in my country, which of the following goods or services are expenditures under personal discretionary income? ( )

A. Vegetables B. Television C. Remote travel D. Beauty E. Bowling

3. Which of the following situations is suitable for personal selling? ( )

A. The company's products are only sold in certain markets B. It is highly technical and has concentrated consumers and users

C. The company has strong sales ability D. When the product is in the introduction period E. Expensive products

4. The role of market fillers is ( ).

A. Filling in gaps B. Selectively following market leaders C. Attacking market followers

D. Taking advantage of every opportunity E. Breaking monopoly

5. Promotion The specific methods include ( ).

A. Market segmentation B. Advertising C. Personal selling D. Public relations E. Business promotion

5. Short answer questions (7 points each, ** *35 points)

1. What is the difference between production concept and product concept?

2. What parts does a consumer’s personal income include? Which part is the most active factor in changes in consumer demand?

3. Is it correct to "give up the product as soon as it enters the slow-selling period (decline period)"? Why?

4. According to different advertising goals, what are the three major categories of advertising?

5. What are the merits of penetration pricing strategy? Under what conditions is it appropriate to adopt a penetration pricing strategy?

6. Case Analysis (9 points)

In 1919, Hilton, the “Hotel King” of the United States, invested the money left to him by his father together with the money he earned, and started his business Ambitious hotel management career. When his assets miraculously increased from US$1,500 to US$51 million, he happily and proudly told his mother about this achievement. Unexpectedly, his mother said calmly: "In my opinion, you are no different from before." ...In fact, you must grasp something more valuable than $51 million: in addition to being honest with customers, you must also find a way to make people who come to the Hilton Hotel want to stay again after staying at the Hilton Hotel. You must come up with such a simple, Only in this way can your hotel have a future.”

Hilton’s mother’s advice made Hilton ponder: What method is “simple and cost-effective”? What are the four major conditions: "easy, cost-free and long-lasting"? He thought hard and couldn't figure it out. So he visited stores and hotels, and based on his personal experience as a customer, he came up with the correct answer: "Service with a smile." Only it can truly meet the four conditions proposed by his mother.

Since then, Hilton has implemented the original business strategy of smile service. The first thing he said to the waiter every day was "Have you smiled at the customer?" He required every employee to smile at the customer no matter how hard they worked. Even when the hotel business was seriously affected by the economic recession, he Employees are also often reminded to remember: "Never let the sorrow in our hearts show on our faces. No matter what difficulties the hotel itself suffers, the smile on the face of the Hilton Hotel's waiters will always be the sunshine that belongs to the tourists."

”

In order to meet the requirements of customers, Hilton’s “empire” is not only full of “smiles” everywhere, but also in terms of organizational structure, Hilton strives to create a system as complete as possible in order to become a comprehensive service. Institutions. Therefore, in addition to providing complete food and accommodation, Hilton Hotel also has cafes, conference rooms, banquet halls, swimming pools, shopping malls, banks, post offices, flower shops, clothing stores, airline agencies, travel agencies, and taxis. A complete set of service organizations and facilities such as the station make visitors who stay at the Hilton Hotel truly feel "at home". When he once again asked his employees: "What else do you think needs to be added?" The employees couldn't answer, so he smiled: "It's still a first-class smile!" If it were me, with first-class facilities but no first-class service, I would rather abandon it and stay in a hotel with old carpets but smiles everywhere. ”

Please read the above case carefully and answer the following questions:

What concept does smile service embody? Is the reason why Hilton can retain customers just relying on smile service?< /p>

I just asked for this from the teacher, but the teacher refused to give me the answer. I don’t know if it’s what you asked for~