市場(chǎng)營(yíng)銷(xiāo)原理與實(shí)務(wù)練習(xí)冊(cè)參考答案

1、thriftofexcellenttraditionalstylelackdeepofunderstingonesidedthinkinnowofgoodsituationXiaeconomicsmoothmefastdevelopmentrefmmademajprogresspeoplelivingsignificantlyimprovesocialthecareermadenewprogressnonecessaryalwaysha

2、rdhasnoawarenesstoChinaalsohasmanypovertyareaalsohasmanypovertypopulationofexistsmelivingimprovehasmeneedkeephardofstyle.Threeisnotstrictlyhonest.Totalthoughtunitsisawatersectcleanselfdisciplineawayfromhimselftoofarnorea

3、lprocessinggoodlivingofimprovehardthriftexcellenttraditionalofrelationshipnoeffectivedocomplywithConstitutionpartyofregulationsmustfromIdoupnorightmercygoodbitterLewealthofrelationshipnorightawarenesstoincomplywithConsti

4、tutionpartyofregulationsaspectseveryonehasaccountability.Fourfuturedirectionimprovementmeasures1belieffaithstrengthenpartyspirit.Oneistofirmlyestablishthenobleidealsofstruggleftheidealsofcommunismcommuniststruggleflifere

5、adytosacrificeeverythingfthepartythepeople.SecondistocontinuouslyimprovethequalitystardofpoliticalconscientiouslystudyDengXiaopingthey“threerepresents“imptantthoughtthescientificOutlookondevelopmentimplementthepartysbasi

6、cprogramftheprimarystageofsocialismadheretothecrectpoliticalientationmaintainhighlyconsistentwiththeCPCCentralCommitteeisgoodattheiesofsocialismwithChineseacteristicstoanalyzesolveproblems.Thirdstrengtheningthepartyspiri

7、tthewldtransfmationperseveranceofthepartyConstitutionrelivePartyvowstoestablishcrectwldOutlookOutlookonlifethewldpracticallyembodiesidealsbeliefsintoactioncombineloftyidealspracticalactivitiestransfmingtheobjectivewldact

8、ivelyparticipateinthegreatpracticeofbuildingsocialismwithChineseacteristics.2keepthepurposeinconceptchangingthestyleofwk.Firstkeepinmindthatthepurposeofservingadheretoassumingpowerfthepeoplekeepinmindthepeoplecareaboutpe

9、oplethejoyssrowsofthemasses...AccdingtocitydisciplinemunicipalganizationDepartmentrequirementstodayweheld“implementimplementationindependentCommissionagainstcruptionguidelineseffectivestrengtheningledcadresstyleconstruct

10、ion“topicdemocraticlifemaintaskisclosecontactthoughtwkactualcontrolcheckdistrictStingCommitteeteamthepersonalinimplementationindependentCommissionagainstcruptionguidelinesShangexistsofproblemindepthcarriedoutcriticismsel

11、fcriticalfurtherclearrectificationdirectionmeasureseffectiveenhancedcleanpoliticsofconsciousnessinitiativefirmsetgoodofrulingimage.Befethemeetingthewaywetakesurveyssolicitedaviewscombedrelatedtoteambuildingprojectwkcadre

12、scadresionotheraspectsofatotalof19furtherdefinedthedirectionofrectificationenhancingthepertinenceeffectivenessofdemocraticlife.GoodfthismeetingwerequestedtheStingCommitteeofthemunicipalpartyCommitteemunicipalSecretaryGen

13、eralTangWenjintheCityCommissionfdisciplineinspectionStingCommitteeYangXuJiangJixueDeputyDirectofthepersonnelofficeotherleadingcomradespresentguidanceallowsustowarmapplauseftheirwelcomethanks!BelowIfirstDistrictCommitteem

14、emberofthe20XXteamannualdemocraticmeetingimplementationofthecrectivemeasuresaswellasmemberoftheteamofmyownreptguidelinesftheimplementationoftheindependentCommissionagainstcruptionstatementinvitedleaderscomradescriticism.

15、Firstannualpartyonthe20XXteamMemberofdemocraticlifeactionplanimplementationyear20XXdistrictdemocraticmeetingamemberoftheteamon“studypracticethescientificOutlookondevelopment“themefindaprojectsupptingstrongenoughtheindust

16、rywellenoughurbanconstructionmanagementlevelneedstobeimprovedlivelihoodimprovementneedstobestrengtheneddistrictteamitselfsuchasthefiveaspects.Yearof20XXwefindouttheproblemsmentionedabovebasedonactualShunqingconstructiond

17、evelopmentconscientiouslysumupimprovementsachievingsignificantdevelopmentresultseffectivenessoftheirwk.(A)highlighttheprojecthlemaintainhighgrowthofinvestment.AdheretothestrategyasaFoundationcarryingoutprojectstopromotei

18、ncreasedstaminaimptant.Oneistoincreasetheintensityofprojectstowards.Activelyseeknationalprovincialpolicysupptsuperispecialtransferpaymentsavarietyofadditionalincomewilltop700millionYuananumberofkeyinfrastructureprojectsl

19、ivelihoodprojectsindustrialprojectsintothecage.Secondincreasingtheprojectattracts.Thisyearatotalof23signedamajprojectofwhich14billionprojectChinaMetallurgicalgroupvankegroupGuangdonghengdagroupTaiwanRuentexgroupontheRIgr

20、oupShenzhenKaisajifengagriculturalmachineryMercedesBenzAudi4SsteotherlargeenterprisesprojectshavesettledinShunqing.Thirdstrengthenprojectconstruction.Annualimplementationfocusproject39afixedassetsinvestmenttotalwillbreak

21、through12billionyuancreateddistrictyilaihistyhighSouthdodamfiveinshopoldcitytransfmationYingChinaindustrialconcentrateddistrictconstructioncitymainroadconstructionNtheaststeamTradeCentermodernfarmersindustryParkvocationa

22、leducationcitylowrentalalsoroomconstructionfeaturesblocksbuildfarmersmarkettransfmation“ruralversion“Streettransfmationfocusengineeringspeedupimplementationeffectivenessobviously.ExpectedtobeachievedthisyearareawideGDP17

23、billion《市場(chǎng)營(yíng)銷(xiāo)原理與實(shí)務(wù)》練習(xí)冊(cè)參考答案作業(yè)（一）一、名詞解釋1、市場(chǎng)營(yíng)銷(xiāo)觀念（P6）：是以消費(fèi)者需求為中心的企業(yè)經(jīng)營(yíng)指導(dǎo)思想，重點(diǎn)考慮消費(fèi)者需要什么，把發(fā)現(xiàn)和滿足消費(fèi)者需求作為企業(yè)經(jīng)營(yíng)活動(dòng)的核心。2、多角化增長(zhǎng)（P16）：也稱(chēng)多角化經(jīng)營(yíng)，多元化、多樣化增長(zhǎng)，即企業(yè)盡量增加經(jīng)營(yíng)的產(chǎn)品種類(lèi)和品種，使自己的特長(zhǎng)得以充分發(fā)揮，人、財(cái)、物資源得以充分利用，且減少風(fēng)險(xiǎn)，提高整體效益。3、市場(chǎng)營(yíng)銷(xiāo)環(huán)境（P36）：泛指一切影響制約企業(yè)營(yíng)銷(xiāo)活

24、動(dòng)的最普遍的因素。4、消費(fèi)者行為（P41）：指消費(fèi)者為滿足其個(gè)人或家庭生活需要而發(fā)生的購(gòu)買(mǎi)商品的決策或行動(dòng)。5、相關(guān)群體（P44）：指能夠直接或間接影響一個(gè)人的態(tài)度、行為或價(jià)值觀的團(tuán)休。既包括社會(huì)的、經(jīng)濟(jì)的團(tuán)體，也包括職業(yè)的團(tuán)體。二、判斷正誤1、2、3、4、5、√6、7、√8、√9、10、√三、單項(xiàng)選擇1、B2、B3、D4、A5、A6、D7、B8、A四、多項(xiàng)選擇1、A、B、C2、A、D3、A、B、C、4、B、C、D、E5、A、C、D、E

25、五、簡(jiǎn)答題1、新舊兩類(lèi)營(yíng)銷(xiāo)觀念的區(qū)別何在？（P7）答：（1）企業(yè)營(yíng)銷(xiāo)活動(dòng)的出發(fā)點(diǎn)不同。（2）企業(yè)銷(xiāo)售活動(dòng)的方式、方法不同。（3）營(yíng)銷(xiāo)活動(dòng)的著眼點(diǎn)不同。2、企業(yè)市場(chǎng)營(yíng)銷(xiāo)管理過(guò)程包括哪些步驟？（P19）答：包括五個(gè)步驟（1）企業(yè)市場(chǎng)機(jī)會(huì)分析；（2）研究與選擇目標(biāo)市場(chǎng)；（3）制定戰(zhàn)略性市場(chǎng)營(yíng)銷(xiāo)計(jì)劃；（4）規(guī)劃與執(zhí)行市場(chǎng)營(yíng)銷(xiāo)策略；（5）實(shí)施與控制市場(chǎng)營(yíng)銷(xiāo)活動(dòng)。3、企業(yè)對(duì)環(huán)境威脅的對(duì)策如何？（P34）答：企業(yè)的生存與發(fā)展既與其生存的市場(chǎng)營(yíng)銷(xiāo)環(huán)境密

26、切相關(guān)，又取決于企業(yè)對(duì)環(huán)境因素及其影響所持的對(duì)策。企業(yè)常用的對(duì)策有三個(gè)：（1）對(duì)抗策略；（2）減輕策略；（3）轉(zhuǎn)移策略。4、簡(jiǎn)述影響消費(fèi)行為的外在因素的主要內(nèi)容？（P44）答：影響消費(fèi)者行為的外在因素主要有相關(guān)群體、社會(huì)階層、家庭情況、文化狀況等4個(gè)因素。相關(guān)群體指能直接或間接影響一個(gè)人的態(tài)度、行為或價(jià)值觀的團(tuán)體。包括參與群體和非所屬群體。社會(huì)階層，指一個(gè)社會(huì)按照其社會(huì)準(zhǔn)則將其成員分為相對(duì)穩(wěn)定的不同層次。家庭狀況對(duì)消費(fèi)者購(gòu)買(mǎi)行為的影響很

27、大，包括家庭購(gòu)買(mǎi)行為、家庭成員不同的購(gòu)買(mǎi)角色、家庭生活周期等因素的影響。文化是社會(huì)精神財(cái)富的結(jié)晶，它使人們建立起一種是非觀念，從而影響消費(fèi)者行為。5、同樣是購(gòu)買(mǎi)計(jì)算機(jī)，生產(chǎn)者市場(chǎng)和消費(fèi)者在需求和購(gòu)買(mǎi)行為上有哪些區(qū)別？答：生產(chǎn)者為生產(chǎn)經(jīng)營(yíng)而買(mǎi)，需求受社會(huì)影響較大。實(shí)行專(zhuān)業(yè)性采購(gòu)，購(gòu)買(mǎi)類(lèi)型包括直接續(xù)購(gòu)、修正重購(gòu)和新購(gòu)三種。購(gòu)買(mǎi)決策過(guò)程，包括確認(rèn)需求等8個(gè)階段。消費(fèi)者購(gòu)買(mǎi)是為了滿足個(gè)人或家庭的需要，購(gòu)買(mǎi)類(lèi)型包括經(jīng)常性購(gòu)買(mǎi)、選擇性購(gòu)買(mǎi)和探究性購(gòu)

28、買(mǎi)三種。購(gòu)買(mǎi)過(guò)程包括確認(rèn)需求、尋求信息、估價(jià)比較決定購(gòu)買(mǎi)和購(gòu)后評(píng)價(jià)四個(gè)階thriftofexcellenttraditionalstylelackdeepofunderstingonesidedthinkinnowofgoodsituationXiaeconomicsmoothmefastdevelopmentrefmmademajprogresspeoplelivingsignificantlyimprovesocialthecare

29、ermadenewprogressnonecessaryalwayshardhasnoawarenesstoChinaalsohasmanypovertyareaalsohasmanypovertypopulationofexistsmelivingimprovehasmeneedkeephardofstyle.Threeisnotstrictlyhonest.Totalthoughtunitsisawatersectcleanself

30、disciplineawayfromhimselftoofarnorealprocessinggoodlivingofimprovehardthriftexcellenttraditionalofrelationshipnoeffectivedocomplywithConstitutionpartyofregulationsmustfromIdoupnorightmercygoodbitterLewealthofrelationship

31、norightawarenesstoincomplywithConstitutionpartyofregulationsaspectseveryonehasaccountability.Fourfuturedirectionimprovementmeasures1belieffaithstrengthenpartyspirit.Oneistofirmlyestablishthenobleidealsofstruggleftheideal

32、sofcommunismcommuniststruggleflifereadytosacrificeeverythingfthepartythepeople.SecondistocontinuouslyimprovethequalitystardofpoliticalconscientiouslystudyDengXiaopingthey“threerepresents“imptantthoughtthescientificOutloo

33、kondevelopmentimplementthepartysbasicprogramftheprimarystageofsocialismadheretothecrectpoliticalientationmaintainhighlyconsistentwiththeCPCCentralCommitteeisgoodattheiesofsocialismwithChineseacteristicstoanalyzesolveprob

34、lems.ThirdstrengtheningthepartyspiritthewldtransfmationperseveranceofthepartyConstitutionrelivePartyvowstoestablishcrectwldOutlookOutlookonlifethewldpracticallyembodiesidealsbeliefsintoactioncombineloftyidealspracticalac

35、tivitiestransfmingtheobjectivewldactivelyparticipateinthegreatpracticeofbuildingsocialismwithChineseacteristics.2keepthepurposeinconceptchangingthestyleofwk.Firstkeepinmindthatthepurposeofservingadheretoassumingpowerfthe

36、peoplekeepinmindthepeoplecareaboutpeoplethejoyssrowsofthemasses...AccdingtocitydisciplinemunicipalganizationDepartmentrequirementstodayweheld“implementimplementationindependentCommissionagainstcruptionguidelineseffective

37、strengtheningledcadresstyleconstruction“topicdemocraticlifemaintaskisclosecontactthoughtwkactualcontrolcheckdistrictStingCommitteeteamthepersonalinimplementationindependentCommissionagainstcruptionguidelinesShangexistsof

38、problemindepthcarriedoutcriticismselfcriticalfurtherclearrectificationdirectionmeasureseffectiveenhancedcleanpoliticsofconsciousnessinitiativefirmsetgoodofrulingimage.Befethemeetingthewaywetakesurveyssolicitedaviewscombe

39、drelatedtoteambuildingprojectwkcadrescadresionotheraspectsofatotalof19furtherdefinedthedirectionofrectificationenhancingthepertinenceeffectivenessofdemocraticlife.GoodfthismeetingwerequestedtheStingCommitteeofthemunicipa

40、lpartyCommitteemunicipalSecretaryGeneralTangWenjintheCityCommissionfdisciplineinspectionStingCommitteeYangXuJiangJixueDeputyDirectofthepersonnelofficeotherleadingcomradespresentguidanceallowsustowarmapplauseftheirwelcome

41、thanks!BelowIfirstDistrictCommitteememberofthe20XXteamannualdemocraticmeetingimplementationofthecrectivemeasuresaswellasmemberoftheteamofmyownreptguidelinesftheimplementationoftheindependentCommissionagainstcruptionstate

42、mentinvitedleaderscomradescriticism.Firstannualpartyonthe20XXteamMemberofdemocraticlifeactionplanimplementationyear20XXdistrictdemocraticmeetingamemberoftheteamon“studypracticethescientificOutlookondevelopment“themefinda

43、projectsupptingstrongenoughtheindustrywellenoughurbanconstructionmanagementlevelneedstobeimprovedlivelihoodimprovementneedstobestrengtheneddistrictteamitselfsuchasthefiveaspects.Yearof20XXwefindouttheproblemsmentionedabo

44、vebasedonactualShunqingconstructiondevelopmentconscientiouslysumupimprovementsachievingsignificantdevelopmentresultseffectivenessoftheirwk.(A)highlighttheprojecthlemaintainhighgrowthofinvestment.AdheretothestrategyasaFou

45、ndationcarryingoutprojectstopromoteincreasedstaminaimptant.Oneistoincreasetheintensityofprojectstowards.Activelyseeknationalprovincialpolicysupptsuperispecialtransferpaymentsavarietyofadditionalincomewilltop700millionYua

46、nanumberofkeyinfrastructureprojectslivelihoodprojectsindustrialprojectsintothecage.Secondincreasingtheprojectattracts.Thisyearatotalof23signedamajprojectofwhich14billionprojectChinaMetallurgicalgroupvankegroupGuangdonghe

47、ngdagroupTaiwanRuentexgroupontheRIgroupShenzhenKaisajifengagriculturalmachineryMercedesBenzAudi4SsteotherlargeenterprisesprojectshavesettledinShunqing.Thirdstrengthenprojectconstruction.Annualimplementationfocusproject39

48、afixedassetsinvestmenttotalwillbreakthrough12billionyuancreateddistrictyilaihistyhighSouthdodamfiveinshopoldcitytransfmationYingChinaindustrialconcentrateddistrictconstructioncitymainroadconstructionNtheaststeamTradeCent

49、ermodernfarmersindustryParkvocationaleducationcitylowrentalalsoroomconstructionfeaturesblocksbuildfarmersmarkettransfmation“ruralversion“Streettransfmationfocusengineeringspeedupimplementationeffectivenessobviously.Expec

50、tedtobeachievedthisyearareawideGDP17billion增加產(chǎn)品的系列、品種、花色多樣，維持原有市場(chǎng)占有率；（3）要重點(diǎn)宣傳企業(yè)的信譽(yù)。4、市場(chǎng)定位的步驟如何？（P101102）答：主要有4個(gè)步驟（1）調(diào)查了解競(jìng)爭(zhēng)者為自己的產(chǎn)品設(shè)計(jì)的形象和該產(chǎn)品在市場(chǎng)上實(shí)際所處的位置；（2）調(diào)查消費(fèi)者或用戶對(duì)該產(chǎn)品的哪個(gè)或那些特征最為重視，以及消費(fèi)者對(duì)產(chǎn)品所評(píng)價(jià)；（3）根據(jù)以上兩方面的信息，為本企業(yè)的產(chǎn)品設(shè)計(jì)和塑造某種形象

51、；（4）設(shè)計(jì)、實(shí)施一系列旨在把產(chǎn)品個(gè)性與形象傳達(dá)給顧客的營(yíng)銷(xiāo)活動(dòng)，并根據(jù)改進(jìn)意見(jiàn)，進(jìn)行重新設(shè)計(jì)產(chǎn)品的定位。5、簡(jiǎn)述新產(chǎn)品開(kāi)發(fā)的階段？（P113115）答：新產(chǎn)品開(kāi)發(fā)主要有6個(gè)階段：（1）提出目標(biāo)，搜集“構(gòu)想“；（2）評(píng)核與篩選；（3）進(jìn)行營(yíng)業(yè)分析（財(cái)務(wù)分析）；（4）產(chǎn)品實(shí)體開(kāi)發(fā)；（5）制定生產(chǎn)與營(yíng)銷(xiāo)計(jì)劃；（6）新產(chǎn)品正式進(jìn)入市場(chǎng)。六、分析題假設(shè)目前市場(chǎng)上叫得響的方便面品牌產(chǎn)品有A、B、C三種。本人受公司之聘，對(duì)其做市場(chǎng)定位分析如下：1、

52、調(diào)查A產(chǎn)品在市場(chǎng)上實(shí)際所處的位置。經(jīng)過(guò)調(diào)查發(fā)現(xiàn)目前A產(chǎn)品的市場(chǎng)占有率為28%，B產(chǎn)品為38%，C產(chǎn)品為34%，A產(chǎn)品處于劣勢(shì)，正受到挑戰(zhàn)。2、發(fā)現(xiàn)問(wèn)題。經(jīng)過(guò)調(diào)查發(fā)現(xiàn)，目前顧客對(duì)方便面的口味和保質(zhì)期這兩個(gè)特性比較關(guān)注，B產(chǎn)品口味好，很受歡迎，C產(chǎn)品保質(zhì)期長(zhǎng)，而A產(chǎn)品在這兩個(gè)方面卻都不及B和C。3、確定戰(zhàn)略。根據(jù)調(diào)查發(fā)現(xiàn)的問(wèn)題，公司決定開(kāi)發(fā)新產(chǎn)品D，并在口味和保質(zhì)期等方面進(jìn)行改進(jìn)。4、新產(chǎn)品開(kāi)發(fā)出來(lái)后，公司決定進(jìn)行宣傳，開(kāi)展促銷(xiāo)，力圖提高本

53、公司產(chǎn)品的市場(chǎng)占有率。作業(yè)（三）一、名詞解釋1、滲透定價(jià)策略（P134）：指在向市場(chǎng)推出新產(chǎn)品時(shí)，盡量把價(jià)格定得低一些，采取保本微利、薄利多銷(xiāo)的方法。2、分銷(xiāo)渠道（P143）：指產(chǎn)品從生產(chǎn)者那里轉(zhuǎn)移到消費(fèi)者手里所經(jīng)的通道。分銷(xiāo)渠道是一個(gè)不同企業(yè)或人員構(gòu)成的整體。3、廣告（P168）：廣告有廣、狹義之分。狹義的廣告，指經(jīng)濟(jì)廣告，是廣告主體有目的地通過(guò)各種可控制的有效大眾傳播媒體，旨在促進(jìn)商品銷(xiāo)售和勞務(wù)提供的付費(fèi)宣傳。4、市場(chǎng)營(yíng)銷(xiāo)計(jì)劃（P1

54、79）：是在對(duì)企業(yè)市場(chǎng)營(yíng)銷(xiāo)環(huán)境進(jìn)行調(diào)研分析物基礎(chǔ)上按年度制定的企業(yè)及各業(yè)務(wù)單位的對(duì)營(yíng)銷(xiāo)目標(biāo)以及實(shí)現(xiàn)這一目標(biāo)所應(yīng)采取的策略、措施和步驟的明確規(guī)定和詳細(xì)說(shuō)明。5、垂直或營(yíng)銷(xiāo)渠道結(jié)構(gòu)（P147）：指有專(zhuān)業(yè)人員從事全盤(pán)設(shè)計(jì)與管理，事先規(guī)定了經(jīng)濟(jì)目標(biāo)和經(jīng)營(yíng)效果的集權(quán)或銷(xiāo)售網(wǎng)絡(luò)。具體包括所有權(quán)或垂直結(jié)構(gòu)、管理式垂直結(jié)構(gòu)和契約式垂直結(jié)構(gòu)三種。二、單項(xiàng)選擇題1、D2、B3、A4、B5、B6、C7、C8、A9、A10、B11、B12、A13、B14、A1