发布时间 : 星期一 文章市场营销管理习题更新完毕开始阅读01e4ccf6b90d6c85ed3ac6b8
目 录
市场营销管理习题 .................................................................................... 2 第1章 市场与市场营销 .................................................................. 2 第2章 市场营销环境总论 .............................................................. 4 第3章 消费者市场及其购买行为 .................................................. 6 第4章 组织市场及其购买行为 ...................................................... 9 第5章 竞争性营销战略 ................................................................ 11 第6章 目标市场战略 .................................................................... 12 第7章 产品策略与管理 ................................................................ 16 第8章 价格和价值管理 ................................................................ 20 第9章 分销渠道设计与管理 ........................................................ 23 第10章 整合营销沟通 .................................................................. 25 第11章 市场营销计划与执行 ...................................................... 30 市场营销管理案例 .................................................................................. 33 导言：如果进行案例分析 ................................................................ 33 案例1 海王集团品牌整合 ............................................................. 37 案例2 iPad降价带来的烦恼 ......................................................... 40 案例3 雅芳的渠道转型之痛 ......................................................... 42 案例4 哈奇公司的“三位一体”营销传播策略 .............................. 45
市场营销管理习题
第1章 市场与市场营销
一、概念题 1. 判断
1) 市场是商品交换的场所
2) 市场营销观念坚持以生产者为中心
3) Marketing is a philosophy that stresses customer satisfaction and a set of activities used to implement this philosophy
4) The societal marketing concept involves considering society's long-term best interests along with the satisfaction of customer wants and needs 2. 选择(可多选)
1) 市场营销理论20世纪初诞生在______。
A、美国 B、法国 C、日本 D、英国 E、德国 2) 从营销的角度看待市场，市场是由______、______和______有机组成的总和。 A、供求 B、人口 C、场所 D、购买力 E、购买欲望
3) When a company sets its goals and strategies based on what the current plant equipment can produce, what products engineering can design, and what the company itself can do best, it is said to have a: a. marketplace orientation b. sales orientation c. marketing orientation d. customer orientation e. production orientation
4) Firms with a orientation focus on the internal capabilities of the firm rather than on the desires and needs of the marketplace.
a. sales b. production c. marketing d. customer e. retailing 3. 简答
1) AMA对“市场营销”的最新定义是什么？
2) Does a sales-oriented firm defines its business in terms of the benefits its customers seek? 二、理解题 1. 判断
1) 服务企业的所有雇员都需要坚持顾客导向，因为顾客会抱怨较差的服务 2) 市场营销观念促使企业提供消费者买得起又愿意买的产品和服务
3) The ultimate goal of most marketing-oriented firms is profitability that results from satisfying the wants and
needs of its consumers
4) While most marketing organizations rely on various forms of promotion to succeed, sales-oriented organizations emphasize effective use of each of the four P's 2. 选择(可多选)
1) 社会营销观念强调______利益、______利益、______利益的协调一致。
A、社会 B、银行 C、消费者 D、公众 E、企业和职工 2) 坚持生产导向的企业不适合在下列哪种情境下生存？
A、几乎没有竞争 B、供不应求 C、市场需求不断变化 D、企业生产的就是市场需要的
3) Four competing philosophies strongly influence the role of marketing and marketing activities within an organization. The following terms refer to these philosophies EXCEPT:
a. sales orientation b. societal marketing orientation c. marketing orientation d. profitability orientation e. production orientation
4) One problem with the approach to marketing is its failure to consider whether what the firm produces most efficiently also meets the needs of the marketplace. a. customer orientation b. societal orientation c. discount orientation d. marketing orientation e. production orientation 3. 简答
1) 为什么把需要与欲望两者区别开来对营销者是很重要的？
2) Should a marketing-oriented firm defines its business in terms of the benefits its customers seek, why?
三、分析与应用题
1. 请浏览戴尔(DELL) 公司、惠普(HP) 公司以及联想(Lenovo)集团的网站，查询与电脑有关的描述，试用现代营销理念给予评价。
2. Tom and Dave craft wooden replicas of antique trunks. They decided to start their own business because they had successfully made beautiful trunks as gifts for their wives and mothers, the construction was relatively easy, they owned the woodworking equipment, and they were both talented cabinet makers by trade. What?s the orientation of Tom and Dave's business, why? Please express your opinion in detail.
3. 在市场营销观念成为众多企业经营哲学后，一位经理这样阐述自己的看法：“人们并不了解自己需要的东西，他们只需要了解的东西”。试评价之。
4．请走访离你较近的一家电子商城或手机专卖店，佯装成一个欲购买手机的顾客，仔细观察手机销售空间的情况，并和销售人员进行10分钟左右的攀谈，通过观察和交流，运用你在本章所学的知识，对该手机专柜给予评价，对于存在的问题尝试提出改进意见。
第2章 市场营销环境总论
一、概念题 1. 判断
1) 市场营销环境是瞬息万变的____________
2) 市场营销的间接环境是客观的，不可控的因素___________
3) The process of environmental scanning involves collecting and evaluating information from the external environment 4) Couples in which both husbands and wives have jobs are called baby boomers 2. 选择(可多选)
1) 市场营销环境大致可分为_______和______。
A、宏观环境 B、直接营销环境 C、间接营销环境 D、微观环境 E、中观环境 2) 影响企业营销活动的微观环境因素除企业自身外，还有________。 A、供应商 B、竞争者 C、营销中介 D、顾客 E、公众
3) When a company implements strategies that attempt to shape the external environment in which it operates, it is engaging in:
a. mold planning
b. environmental management c. conditioning d. market control
e. counter-threat management
4) The process of collecting and analyzing information about the external conditions that affect a business and its customers is called:
a. defensive marketing b. economic manipulation c. environmental scanning d. outer directedness
e. legislative planning 3. 简答
1) 机会威胁综合矩阵是什么？
2) What does GDP mean? 二、理解题 1. 判断
1) 企业抓住并利用了市场机会就一定能赚钱__________ 2) 对环境威胁，企业只能采取对抗策略__________
3) While a single firm cannot control the elements in the external environment, a firm can sometimes influence that