市場(chǎng)營(yíng)銷學(xué)試題及其答案吳健安_知識(shí)要點(diǎn)匯總

1、Wewillcontinuetoimprovethecompanysinternalcontrolsystemsteadyimprovementinabilitytomanagecontroloptimizebusinessprocessestoensuresmoothprocessesresponsibilitiesinplacetofurtherstrengtheninternalcontrolsplayacontrolpostin

2、dependentoversightroleofevaluationcomplyingwiththirdpartyresponsibilitytoactivelymakeuseofinternalaudittoolsdetectpotentialmanagementstreamlinestardizerelatedtransactionsstrengtheningoperationsinaccdancewithlaw.Deepening

3、theinfmationmanagementtoensurefullcommunication“zeroresistance“.ToconstantlyperfectERPBFSPIMISSCMinfmationsystembasedconstructionfullintegrationinfmationsystemachievedinfmationresourcessharedtoexpPtalsystemapplicationofb

4、readthdepthplayinfmationsystemonenterpriseofAssistantroletoperfectdailyrunmaintenanceoperationofrecdspromoteproblemreasonsanalysissystemhovertostrengtheningBFSERPSCMtechnologyapplicationoftrainingimproveemployeesapplicat

5、ioninfmationsystemofcapacitylevel.Humanisticcaretoensure“zero.“TostrengtheningHumanitiescarecontinuestofostercompanywindcleargasareheartShunofcultureatmospherestrengtheninglovehelpedtrappedcaredifficultemployeescarriedou

6、tstyleactivitiesrichemployeeslifestrengtheninghealthlabourprotectionganizationcareerhealthmedicalcontrolcareeragainstcontinuestoimplementationpsychologicalwarningpreventionsystemtrainingemployeeshealthofacterstableofmood

7、enterprisingofattitudecreatedfriendlyfraternityofHumanitiesenvironment.Tostrengthenriskmanagementensurethatthebusinessof“zerorisk“.Tostrengthenedbusinessplansmanagementwillbusinessbusinessplanscovertoalllevelensurethebus

8、inesscancontrolincontroltocloseconcernfinancialcoalelectriclinkageenergysavingschedulingnationalpolicytrendsstrengtheningtrackactiveshouldtoimplementationStateownedassetsmethodfurtherspecificationbusinessfinancialmanagem

9、enttoperfectrisktubecontrolsystemachievedriskrecognitionmeasureassessmentreptcontrolfeedbackofclosedringmanagementimproveriskpreventioncapacity.Tofurtherstardizetradingstrivetoachieve“accdingtolawstardizefair.“Innovation

10、ofperfmancemanagementtoensurethatpotentialemployees“zerofly“.Tostrengthenperfmancemanagementprocesscontrolenhanceemployeeevaluationlevelsofeffectivecommunicationtoimproveperfmancemanagement.Tofurtherquantifyrefineemploye

11、estards...Wkfullplaypartybranchmembersin“fivetypeEnterprise“constructionintheofcerolefightingftressrolepioneermodelroletocontinuestostrengthening“fourgood“l(fā)eadershipconstructionfullplaylevelscadresinenterprisedevelopment

12、intheofbackbonebackboneroletofullstrengtheningmembersyouthwkfullplayyouthemployeesincompanydevelopmentintheoffceroletoimproveindependentCommissionagainstcruptionwklevelstrengtheningonenterprisebusinesskeylinkofeffectiven

13、essmonited.maintainstability.Tofurtherstrengthenpublicityeducationimprovetheoveralllegalsystem.Wemuststrengthensafetymanagementestablishimprovetheeducationsupervisionevaluationasoneofthetrafficsafetymanagementmechanism.T

14、oconscientiouslysumuptheOlympicsecuritycontrolspromotingintegratedmanagementtoahigherlevelhigherstardsahigherlevelofdevelopment.EmployeestodayislunarcalendaronDecember24theoxBellisabouttoringatthistimeofyearweclearlyfeel

15、thepulseoftheXXpowergenerationcompanytoflourishtomeclearlyhearXXpowergenerationcompaniesmaturesymmetrybreathing.Recallingpastoneanotheracrossarailingweareenthusiasticfullofconfidence.Futuredevelopmentopptunitieswemeexcit

16、ingfightmespirited.Employeesletustogetheracross2013fullofchallengesopptunitiestocreateagreenlowcostoperationfullofhumanecareofawldclasspowergenerationcompanywkhard!TheoccasionoftheSpringFestivalmysincerewishthatyouthefam

17、iliesofthestaffinthenewyeargoodhealthhappyhappy第0章企業(yè)要通過(guò)攻擊競(jìng)爭(zhēng)者而大幅度的擴(kuò)大市場(chǎng)占有率，應(yīng)攻擊強(qiáng)競(jìng)爭(zhēng)者市場(chǎng)營(yíng)銷理論在中國(guó)的傳播和發(fā)展大致有以下幾個(gè)階段_________。A20世紀(jì)三、四十年代的首次引入B1978~1983年的再次引入D1984~1994年的廣為傳播E1995年以來(lái)的發(fā)展和創(chuàng)新產(chǎn)品種類的生命周期要比產(chǎn)品形式、產(chǎn)品品牌長(zhǎng)，有些產(chǎn)品種類生命周期中的成熟期可能無(wú)限延續(xù)。

18、產(chǎn)品種類是指具有相同功能及用途的所有產(chǎn)品。產(chǎn)品形式是指同一種類產(chǎn)品中，輔助功能、用途或?qū)嶓w銷售有差別的不同產(chǎn)品。而產(chǎn)品品牌則是指企業(yè)生產(chǎn)與銷售的特定產(chǎn)品。如白沙牌過(guò)濾嘴香煙，香煙表示產(chǎn)品種類；過(guò)濾嘴香煙是香煙的一種型式，即產(chǎn)品形式；白沙牌過(guò)濾嘴香煙則專指過(guò)濾嘴香煙中的一種特定產(chǎn)品，一種產(chǎn)品品牌。需求函數(shù)(Demfunction)是用來(lái)表示一種商品的需求數(shù)量和影響該需求數(shù)量的各種因素之間的相互關(guān)系的。也就是說(shuō)，影響需求數(shù)量的各種因素是自變

19、量，需求數(shù)量是因變量?？芍贫ù_保當(dāng)期利潤(rùn)最大化的價(jià)格推式策略一般適合于單位價(jià)值較高、性能復(fù)雜、需要做示范的產(chǎn)品。（人員推銷給經(jīng)銷商）拉式策略指企業(yè)利用廣告、公共關(guān)系和營(yíng)業(yè)推廣等促銷方式，以最終消費(fèi)者為主要促銷對(duì)象，設(shè)法激發(fā)消費(fèi)者對(duì)產(chǎn)品的興趣和需求，促使消費(fèi)者向中間商、中間商向制造商企業(yè)購(gòu)買該產(chǎn)品。對(duì)單位價(jià)值較低、流通環(huán)節(jié)較多、流通渠道較長(zhǎng)、市場(chǎng)需求較大的產(chǎn)品常采用拉式策略。生產(chǎn)者用戶完整的購(gòu)買過(guò)程可分為：認(rèn)識(shí)需要（認(rèn)識(shí)到要買東西）→確定

20、需要（確定需要的產(chǎn)品特征和數(shù)量）市場(chǎng)營(yíng)銷環(huán)境的含義。市場(chǎng)營(yíng)銷環(huán)境是企業(yè)營(yíng)銷職能外部的不可控制的因素和力量，這些因素和力量是與企業(yè)營(yíng)銷活動(dòng)有關(guān)的影響企業(yè)生存和發(fā)展的外部條件。定價(jià)策略。(1)影響國(guó)際市場(chǎng)營(yíng)銷定價(jià)的因素：經(jīng)營(yíng)成本，國(guó)外法規(guī)，國(guó)際市場(chǎng)供求及競(jìng)爭(zhēng)，經(jīng)濟(jì)周期與通貨膨脹，匯率變動(dòng)。(2)國(guó)際市場(chǎng)營(yíng)銷的定價(jià)策略：統(tǒng)一定價(jià)策略，多元定價(jià)策略，控制定價(jià)策略，轉(zhuǎn)移價(jià)格策略(價(jià)格轉(zhuǎn)出設(shè)置高低少交稅金)。市場(chǎng)營(yíng)銷審計(jì)是對(duì)企業(yè)的市場(chǎng)營(yíng)銷組合因素（

21、即產(chǎn)品、價(jià)格、地點(diǎn)、促銷）效率的審計(jì)。主要是審計(jì)企業(yè)的產(chǎn)品質(zhì)量、特色、式樣、品牌的顧客歡迎程度，企業(yè)定價(jià)目標(biāo)和戰(zhàn)略的有效性，市場(chǎng)覆蓋率，供應(yīng)商等渠道成員的效率，廣告預(yù)算、媒體選擇及廣告效果，銷售隊(duì)伍的規(guī)模、素質(zhì)以及能動(dòng)性等。市場(chǎng)營(yíng)銷審計(jì)是對(duì)一個(gè)企業(yè)市場(chǎng)營(yíng)銷環(huán)境、目標(biāo)、戰(zhàn)略、組織、方法、程序和業(yè)務(wù)等作綜合的、系統(tǒng)的、獨(dú)立的和定期性的核Wewillcontinuetoimprovethecompanysinternalcontrolsyst

22、emsteadyimprovementinabilitytomanagecontroloptimizebusinessprocessestoensuresmoothprocessesresponsibilitiesinplacetofurtherstrengtheninternalcontrolsplayacontrolpostindependentoversightroleofevaluationcomplyingwiththirdp

23、artyresponsibilitytoactivelymakeuseofinternalaudittoolsdetectpotentialmanagementstreamlinestardizerelatedtransactionsstrengtheningoperationsinaccdancewithlaw.Deepeningtheinfmationmanagementtoensurefullcommunication“zeror

24、esistance“.ToconstantlyperfectERPBFSPIMISSCMinfmationsystembasedconstructionfullintegrationinfmationsystemachievedinfmationresourcessharedtoexpPtalsystemapplicationofbreadthdepthplayinfmationsystemonenterpriseofAssistant

25、roletoperfectdailyrunmaintenanceoperationofrecdspromoteproblemreasonsanalysissystemhovertostrengtheningBFSERPSCMtechnologyapplicationoftrainingimproveemployeesapplicationinfmationsystemofcapacitylevel.Humanisticcaretoens

26、ure“zero.“TostrengtheningHumanitiescarecontinuestofostercompanywindcleargasareheartShunofcultureatmospherestrengtheninglovehelpedtrappedcaredifficultemployeescarriedoutstyleactivitiesrichemployeeslifestrengtheninghealthl

27、abourprotectionganizationcareerhealthmedicalcontrolcareeragainstcontinuestoimplementationpsychologicalwarningpreventionsystemtrainingemployeeshealthofacterstableofmoodenterprisingofattitudecreatedfriendlyfraternityofHuma

28、nitiesenvironment.Tostrengthenriskmanagementensurethatthebusinessof“zerorisk“.Tostrengthenedbusinessplansmanagementwillbusinessbusinessplanscovertoalllevelensurethebusinesscancontrolincontroltocloseconcernfinancialcoalel

29、ectriclinkageenergysavingschedulingnationalpolicytrendsstrengtheningtrackactiveshouldtoimplementationStateownedassetsmethodfurtherspecificationbusinessfinancialmanagementtoperfectrisktubecontrolsystemachievedriskrecognit

30、ionmeasureassessmentreptcontrolfeedbackofclosedringmanagementimproveriskpreventioncapacity.Tofurtherstardizetradingstrivetoachieve“accdingtolawstardizefair.“Innovationofperfmancemanagementtoensurethatpotentialemployees“z

31、erofly“.Tostrengthenperfmancemanagementprocesscontrolenhanceemployeeevaluationlevelsofeffectivecommunicationtoimproveperfmancemanagement.Tofurtherquantifyrefineemployeestards...Wkfullplaypartybranchmembersin“fivetypeEnte

32、rprise“constructionintheofcerolefightingftressrolepioneermodelroletocontinuestostrengthening“fourgood“l(fā)eadershipconstructionfullplaylevelscadresinenterprisedevelopmentintheofbackbonebackboneroletofullstrengtheningmembers

33、youthwkfullplayyouthemployeesincompanydevelopmentintheoffceroletoimproveindependentCommissionagainstcruptionwklevelstrengtheningonenterprisebusinesskeylinkofeffectivenessmonited.maintainstability.Tofurtherstrengthenpubli

34、cityeducationimprovetheoveralllegalsystem.Wemuststrengthensafetymanagementestablishimprovetheeducationsupervisionevaluationasoneofthetrafficsafetymanagementmechanism.ToconscientiouslysumuptheOlympicsecuritycontrolspromot

35、ingintegratedmanagementtoahigherlevelhigherstardsahigherlevelofdevelopment.EmployeestodayislunarcalendaronDecember24theoxBellisabouttoringatthistimeofyearweclearlyfeelthepulseoftheXXpowergenerationcompanytoflourishtomecl

36、earlyhearXXpowergenerationcompaniesmaturesymmetrybreathing.Recallingpastoneanotheracrossarailingweareenthusiasticfullofconfidence.Futuredevelopmentopptunitieswemeexcitingfightmespirited.Employeesletustogetheracross2013fu

37、llofchallengesopptunitiestocreateagreenlowcostoperationfullofhumanecareofawldclasspowergenerationcompanywkhard!TheoccasionoftheSpringFestivalmysincerewishthatyouthefamiliesofthestaffinthenewyeargoodhealthhappyhappy第1章統(tǒng)一定

38、價(jià)就是我們通常說(shuō)的____D_____定價(jià)。A分區(qū)定價(jià)B運(yùn)費(fèi)免收定價(jià)（運(yùn)費(fèi)由銷售商承擔(dān)，）C基點(diǎn)定價(jià)D郵資定價(jià)(按平均郵費(fèi)定價(jià)，如信件都是8毛)人員推銷的概念及特點(diǎn)。人員推銷是企業(yè)運(yùn)用推銷人員直接向顧客推銷商品和勞務(wù)的一種促銷活動(dòng)。在人員推銷活動(dòng)中，推銷人員、推銷對(duì)象和推銷品是三個(gè)基本要素。其中前兩者是推銷活動(dòng)的主體，后者是推銷活動(dòng)的客體。對(duì)制定營(yíng)銷方案影響較大的服務(wù)特征主要是___ABDE______。A無(wú)形性B同步性C異步性D異質(zhì)性

39、E易逝性產(chǎn)品生命周期與需求技術(shù)密切相關(guān)3、市場(chǎng)調(diào)研計(jì)劃的內(nèi)容主要包括_________。A資料來(lái)源（二手?jǐn)?shù)據(jù)）B調(diào)研方法（觀察法，實(shí)驗(yàn)法）C調(diào)研工具（電話，問(wèn)卷）D抽樣計(jì)劃（隨機(jī)，非概率抽樣）E接觸方法（電話訪問(wèn)，郵寄問(wèn)卷，人員訪問(wèn)）5、價(jià)格折扣主要有____________等類型。A現(xiàn)金折扣B數(shù)量折扣C功能折扣（對(duì)批發(fā)商不提供儲(chǔ)存服務(wù)）D季節(jié)折扣（夏季出售羽絨服，只針對(duì)過(guò)期商品）E價(jià)格折讓（以舊換新）產(chǎn)品差異化營(yíng)銷以個(gè)性化需求為導(dǎo)向。