市场营销考试的复习范围.doc

术语题 20%Section A From English to Chinese (10%)1. Marketing Mix (4Ps)2. potential customer 3. purchasing power4. primary data5. focus group6. mass marketing7. consumer market8. demographic segmentation9. brand equity10. replacement product11. distribution channel12. market share 13. market research14. product positioning15. marketing concept16. consumer demand17. brand image18. demographic segmentation19. secondary data20. public relationSection B From Chinese to English (10%)1. 品牌形象 2. 产品生命周期3. 公共关系4. 促销5. 分销渠道6. 市场细分7. 消费者行为8. 市场调研9. 消费品10. 产品差别化 11. 品牌策略 12. 市场潜力13. 目标市场14. 消费品15. 直销16. 批发商17. 家庭生命周期18. 营销组合19. 商标20. 自有品牌判断题 15% ( ) 1. A market is defined as a group of customers who are qualified to make purchases of products or services that a marketer is able to offer.( ) 2. Marketing Mix is product, price, place and promotion.( ) 3. There is no difference between marketing and sales.( ) 4. The first step in the market research process is formulating a hypothesis.( ) 5. Market research collects two kinds of data: first-hand data and second-hand data.( ) 6. The population of a city/town is one variable included in demographic segmentation.( ) 7. Determinants of consumer behavior include cultural, social, personal, and psychological characteristics, as well as economical factors.( ) 8. The well-known model of consumer purchasing decision process includes six parts.( ) 9. Specialty goods belong to industrial products.( ) 10. Products can be mainly grouped into two categories: consumer products and industrial products.( ) 11. Brand is usually regarded as an important part of a product, which can add value to a product.( ) 12. The product life cycle includes five basic stages: introduction, growth, maturity, decline and resurrection.( ) 13. The maturity stage is the stage when a products sales growth reaches its peak.( ) 14. Promotion is one of the 4Ps of the marketing mix, and can also be called marketing communications.( ) 15. The most important objective of promotion is to promote the sales.简答题 20%1. What is the product life cycle? Please explain the stages of this cycle briefly. (5%)2. What is market segmentation? And how to segment a market? Please explain the basic criteria of market segmentation. (5%)3. Why should a marketer need to understand the customer post-purchase evaluation process? (5%)4. What three key areas does the marketing concept involve? (5%)经济术语题 10%A. interest rate B. balance of trade C. exchange rateD. gross domestic product E. government bureaucracy F. inflation rateG. tax incentives H. labor force I. Foreign investmentJ. unemployment rate1. If you plan to borrow money, you will want to know the _.2. In countries where the _ is high, young people tend to study more.3. How many Yuan to the Euro? Do you know the _?4. According to a recent survey, 12% of the _ are earning less than the minimum wage.5. So many forms to fill in just to import one photocopier! Nobody needs all this _.6. The higher the _ of a country, the richer its people are.7. When the value of a countrys exports is greater than the value of its imports, we say that the _ is “favorable”.8. Prices increased