市场营销学试题及其答案(3)(1).doc

stressed that promoting the comprehensive revitalization should focus on economic construction as the central focus with, pay special attention to grasp the implementation of five development concepts, deepening reform and promoting the all-round opening up, ensuring and improving peoples livelihood, strengthen the construction of ecological civilization, five priorities, play development mix. To with new development concept measure work, and command action, and training cadres, in implement implementation new development concept in the looking for opportunities, and build highlights, and expand advantage; to full deepening reform, break bound the aspects created vitality of system mechanism obstacles; to active advance full aspects opening, participation in the cast Russian Economic Corridor construction; to guarantees and improved livelihood, strongly won poverty battle; to strengthening ecological civilization construction, for sustainable development reserved space, for future generations left sky blue, and to green, and water clear of better homes. We must in-depth implement implementation new development concept, insisted to economic construction for Center, firmly caught development this first priority, absorbed make construction, heart no distractions caught development, speed up development six big industry, in-depth implementation three big engineering, active create two big environment, out of a article quality more high, and benefits better, and structure more excellent of transformation development of road. To strengthen ecological construction. On March 22, the deep restructuring examined and adopted the opinion on perfecting compensation mechanism of ecological protection, proposed to explore the establishment of diversified ecological compensation mechanism, progressive realization of forests, grasslands, wetlands and other areas of focus and key ecological function and other important regional ecological compensation coverage, the ecological advantages of the region will be further highlighted. We need to go green eco-building, as the essential policy, in strict accordance with the State of main function region construction requirements, careful implementation and Xiaoxing an mountains forest ecological protection and economic restructuring plan for the construction of sky blue, . Acts prohibited by picking up the remaining wells in standing timber. To focus on forest resource conservation, increase the acquisition and supervision of cold storage, no buy fruit, encourage support to leading enterprises, workers cooperatives as a unit, the contract management of forest resources, the rational protection and utilization of resources. To work actively towards policy aimed from the level of the State Forestry Administration formulated regulations to protect forest resources as soon as possible to achieve law and regulation to protect forest resources. Should focus on forest fire prevention. Fire safety is the first priority市场营销学试卷B013市场营销学试卷A02一、单项选择题（在每小题备选的四个答案中选择一个最合适的，并将选中答案的字母填在答题纸上。）1、_B_年，执教于威斯康星大学的巴特勒教授正式出版市场营销方法一书，首先使用市场营销作为学科名称。A1900 B1910C1920 D19292、服务价值是指伴随产品实体的出售，企业向顾客提供的_A_。A附加服务 B送货C产品保证 D技术培训3、_A_规定战略经营单位业务和发展方向。A经营任务 B经营方针C经营计划 D经营目标4、某种相关群体的有影响力的人物称为_A_。A“意见领袖” B“道德领袖”C“精神领袖” D“经济领导者”5、对企业营销活动富有吸引力的领域被称为_B_。A风险业务 B市场机会C困境业务 D环境威胁6、非营利组织的日常性采购的采购金额相对_B_。A较多 B较少C一般 D量大7、设置_A_，能够对企业与外部环境，尤其是与市场、顾客之间关系的协调，发挥积极作用。A市场营销机构 B市场营销职能C市场营销企业 D市场营销控制8、某工程机械公司专门向建筑业用户供应推土机、打桩机、起重机、水泥搅拌机等建筑工程中所需要的机械设备，这是一种_B_策略。A市场集中化 B市场专业化C全面市场覆盖 D产品专业化9、下面哪一个不是决定行业结构的因素？_D_A成本结构 B销售量及产品差异程度C进入与流动障碍 D社会变化10、处于市场不景气或原料、能源供应紧张时期，_D_产品线反而能使总利润上升。A增加 B扩充C延伸 D缩减11、如果企业按FOB价出售产品，那么产品从产地某种运输工具到目的地发生的一切毁损都将由_B_承担。A企业 B顾客C承运人 D保险公司12、分销渠道的每个层次使用同种类型中间商数目的多少，被称为分销渠道的_A_。A宽度 B长度C深度 D关联度二、多项选择题（在每小题的五个备选答案中至少有两个是正确的，请选出所有正确的答案，并把答案的字母填在答题纸上。错选、多选或漏选均不得分）1、对一个公司的产品满意的顾客，通常_ABCDE_。A重复购买某一产品或服务 B购买公司的其它新产品C给公司做宣传 D提供广泛信息、意见和建议E对产品、品牌乃至公司保持忠诚2、营销部门在制定和实施营销目标与计划时，要_ABCE_。A注意考虑企业外部环境力量 B注意考虑企业内部环境力量C争取高层管理部门的理解和支持 D争取得到政府的支持E其它职能部门的理解和支持3、市场营销调研根据调研的目的可分为_ABE_。A探测性调研 B描述性调研C经常性调研 D临时性调研E因果关系调研4、劳务具有_ACDE_的特点。A无形性 B满足感C易变性 D不可分离性E不可储存性5、当出现_BCDE_情况时，商品需求可能缺乏弹性。A市场上出现竞争者或替代品B市场上没有竞争者或者没有替代品C购买者改变购买习惯较慢，也不积极寻找较便宜的东西D购买者对较高价格不在意E购买者认为产品质量有所提高，或者认为存在通货膨胀等，价格较高是应该的6、公共关系的活动方式可分为_ABCDE_。A宣传性公关 B征询性公关C交际性公关 D服务性公关E社会性公关7、根据服务供应与需求的关系，服务供应与需求的波动都较小的服务类型主要有_CED_。A运输 B宾馆C银行 D保险E法律8、根据产品品牌之间的差异程度和购买者的投入程度，消费者购买行为可分为_ACDE_几种类型。A复杂的购买行为 B简单的购买行为C多样性的购买行为 D习惯性的购买行为E减少失调感的购买行为三、判断题（判断以下各小题的正误，把判断结果用“”或“”表示并填在答题纸上。）1、在组成市场的双方中，买方的需求是决定性的。R2、企业的营销结果往往取决于企业的营销部门。在很多时候，企业产品或服务方面的缺陷可通过营销部门的努力得到弥补。W3、市场营销环境是一个动态系统，每一环境因素都随着社会经济的发展而不断变化。R4、消费者对其购买产品满意与否直接决定着以后的购买行为。R5、广度产品策略指批发零售商经营某一行业的多系列、多品种产品。R6、在同类产品市场上，同一细分市场的顾客需求具有较多的共同性。R7、本地竞争者是近竞争者，外国竞争者则是远竞争者。W8、新产品处于导入期时，竞争形势并不严峻，而企业承担的市场风险却最大。R9、根据成本加成定价法可知，如果某品牌的价格弹性高，最适加成也应相对较高；反之亦然。W10、通常所说的独立批发商指的就是制造商销售办事处。W11、对单位价值较低、流通环节较多、流通渠道较长、市场需求较大的产品常采用拉式策略。R12、国际市场营销与国际贸易是对同一种社会经济活动的不同称呼。W简答题1、互联网络给企业开展市场营销活动提供了哪些机会？2、简答生产者购买行为的主要类型。3、简述新产品开发的主要组织形式？4、人员推销与大非人员推销相比，其优点表现在哪些方面？论述题试述市场营销原理对企业成长的重要意义。通过多种方式和手段，进行文献检索、资料收集和整理，旨在了解我国住房制度和当代居住小区规划设计、建设、发展的理论与实践问题the first responsibility of the forest, 26th spring area has fully deployed to the fire, has now entered the fire, we have to be on duty, and defend. Determined to overcome paralysis, must not Twelve-Five no fires in the past, the reduced requirements during the period. To apply strictly the party with the responsibility, must shoulder the responsibility of the Party Secretary in particular, really practice pipes, it can never shuaishouzhanggui, be sure to layer the implementation falls fire responsibility, to ensure that no major forest fires. To adhere to balanced, correctly handle the relationship between fire and project construction, industrial development, to never miss or two. Second, to speed up the development of six major industries. Promote development in our region, the key is to give full play to resource advantage to build eco-oriented big six system, to create the new engine of economic growth. Firm confidence. Practice has proved that the big six of both central and provincial requirements, and meet the actual da hinggan mountains, through active efforts have been showing a strong momentum of development. So, in the six on development, we must be firm in faith, go all out, perseverance, one caught in the end, convinced that Castle is not relaxed, does not reach the target will never give up. Should focus on industrial projects. Project is to accelerate the industrial development of important support and backing. Industrial project construction, my area there are few in number, small size, low level problems. This year, the project as his party has first project, we have to work hard to project construction. Especially effective during short, catching project shall not, slow, dragging not allowed. All localities should conscientiously implement the project leadership system, timetable, roadmap, and coordinate services, tracking the whole process forward, inverted durations, speeding up progress and seek practical results. Poised to break the project build Set challenges, to accelerate the pace of preliminary formalities, the enterprises have difficulties to pull one way and also help in a timely manner to help businesses market, enhance confidence, urging work as soon as possible. To strengthen the project analysis, proper risk analysis and improve project success rates. (Specific to the XX, we still want to make good use of agricultural advantages, relying on the upper reaches of the forest in the fresh air and XXX pure water and other resources, create high-quality, high-grade green food brands, truly reflect the original character. Meanwhile, adhere to the project as the breakthrough to promote economic development around the six industrial chain to pay special attention to forming projects, dig potential projects, focus on key projects, actively cultivating the new leading industries and new sources of economic growth). To promote investment. More accurate professional business, and based my industrial base and resources, aimed at national industrial layout市场营销学试卷B01参考答案1市场营销学试卷A02参考答案一、单项选择题1、B2、A3、A4、A5、B6、B7、A8、B9、D10、D11、B12、A二、多项选择题1、ABCDE2、ABCE3、ABE4、ACDE5、BCDE6、ABCDE7、CDE8、ACDE三、判断题1、2、3、4、5、6、7、8、9、10、11、12、简答题参考答案要点：1、互联网络的发展为市场营销提供了新的活动领域、手段和技能，给企业的市场营销活动主要提供了以下几方面的商机：（1）发布电子广告，传递市场信息。（2）建立电子商场。即将经营的商品以多媒体信息的方式，通过互联网络供全球顾客浏览、选购。（3）开展市场调研。通过Internet，顾客可以获取有关的商务信息，另一方面根据顾客的反馈信息，企业据此调整商品结构和销售方向。（4）开展网络服务。互联网络的出现，也推动了信息咨询和