市场营销原理与实务练习册参考答案.doc

1、thrift of excellent traditional and style lack deep of understanding, one-sided think in now of good situation Xia, economic smooth more fast development, and reform made major progress, and people living significantly improve, and social the career made new progress, no necessary always hard has, n

2、o awareness to China also has many poverty area, and also has many poverty population of exists, more living improve has, more need keep hard of style. Three is not strictly honest. Total thought units is a water sector, clean self-discipline away from himself too far, no real processing good living

3、 of improve and hard, and thrift excellent traditional of relationship, no effective do comply with Constitution and party of regulations must from I do up, no right mercy good bitter Le, and wealth of relationship, no right awareness to in comply with Constitution and party of regulations aspects e

4、veryone has accountability. Four, future direction and improvement measures 1, belief and faith, strengthen party spirit. One is to firmly establish the noble ideals of struggle for the ideals of communism, communist struggle for life, ready to sacrifice everything for the party and the people. Seco

5、nd is to continuously improve the quality and standard of political, conscientiously study Deng Xiaoping theory and “three represents“ important thought and the scientific Outlook on development, implement the partys basic program for the primary stage of socialism, adhere to the correct political o

6、rientation, maintain highly consistent with the CPC Central Committee, is good at theories of socialism with Chinese characteristics to analyze and solve problems. Third, strengthening the party spirit and the world transformation, perseverance of the party Constitution, relive Party vows to establi

7、sh correct world Outlook, Outlook on life and the world, practically embodies ideals and beliefs into action, combine lofty ideals and practical activities, transforming the objective world, actively participate in the great practice of building socialism with Chinese characteristics. 2, keep the pu

8、rpose in concept, changing the style of work. First, keep in mind that the purpose of serving, adhere to assuming power for the people, keep in mind the people and care about people, and the joys and sorrows of the masses, .According to city discipline, and municipal organization Department requirem

9、ents, today we held “implement implementation independent Commission against corruption guidelines effective strengthening led cadres style construction“ topic democratic life, main task is close contact thought, and work actual, control check district Standing Committee team and the personal in imp

10、lementation independent Commission against corruption guidelines Shang exists of problem, in-depth carried out criticism and self-critical, further clear rectification direction and measures, effective enhanced clean politics of consciousness and initiative, firm set good of ruling image. Before the

11、 meeting, the way we take surveys solicited a views, combed, related to team buildingproject work, cadres, cadres selection and other aspects of a total of 19, further defined the direction of rectification, enhancing the pertinence and effectiveness of democratic life. Good for this meeting, we req

12、uested the Standing Committee of the municipal party Committee, municipal Secretary General Tang Wenjin, the City Commission for discipline inspection Standing Committee Yang Xu, Jiang Jixue, Deputy Director of the personnel office, and other leading comrades present guidance allows us to warm appla

13、use for their welcome and thanks! Below, I first District Committee member of the 20XX team annual democratic meeting implementation of the corrective measures, as well as member of the team and of my own report guidelines for the implementation of the independent Commission against corruption state

14、ment invited leaders and comrades criticism. First, annual party on the 20XX team, Member of democratic life action plan implementation year 20XX, district democratic meeting a member of the team on “study and practice the scientific Outlook on development“ theme, find a project supporting strong en

15、ough, the industry well enough, urban construction management level needs to be improved, livelihood improvement needs to be strengthened, district team itself, such as the five aspects. Year of 20XX, we find out the problems mentioned above, based on actual Shunqing construction and development, co

16、nscientiously sum up improvements, achieving significant development results and effectiveness of their work. (A) highlight the project handle, maintain high growth of investment. Adhere to the strategy as a Foundation, carrying out projects to promote increased stamina important. One is to increase

17、 the intensity of projects towards. Actively seek national and provincial policy support, superior special transfer payments, a variety of additional income will top 700 million Yuan, a number of key infrastructure projects, livelihood projects, industrial projects into the cage. Second, increasing

18、the project attracts. This year a total of 23 signed a major project, of which 14 billion project, China Metallurgical group, vanke group, Guangdong hengda group, Taiwan Ruentex group, on the RI group, Shenzhen Kaisa, jifeng agricultural machinery, Mercedes-Benz, Audi 4S store and other large enterp

19、rises and projects have settled in Shunqing. Third, strengthen project construction. Annual implementation focus project 39 a, fixed assets investment total will breakthrough 12 billion yuan, created district yilai history high, South door dam, and five in shop old city transformation, and Ying Chin

20、a industrial concentrated district construction, and city main road construction, and Northeast steam Trade Center, and modern farmers industry Park, and vocational education city, and low rental, and also room construction, and features blocks build, and farmers market transformation, and “rural ve

21、rsion“ Street transformation, focus engineering speed up implementation, effectiveness obviously. Expected to be achieved this year, area-wide GDP 17 billion市场营销原理与实务练习册参考答案作业（一）一、名词解释1、市场营销观念（P6）：是以消费者需求为中心的企业经营指导思想，重点考虑消费者需要什么，把发现和满足消费者需求作为企业经营活动的核心。2、多角化增长（P16）：也称多角化经营，多元化、多样化增长，即企业尽量增加经营的产品种类和品种

22、，使自己的特长得以充分发挥，人、财、物资源得以充分利用，且减少风险，提高整体效益。3、市场营销环境（P36）：泛指一切影响制约企业营销活动的最普遍的因素。4、消费者行为（P41）：指消费者为满足其个人或家庭生活需要而发生的购买商品的决策或行动。5、相关群体（P44）：指能够直接或间接影响一个人的态度、行为或价值观的团休。既包括社会的、经济的团体，也包括职业的团体。二、判断正误1、 2、 3、4、 5、 6、 7、 8、 9、 10、三、单项选择1、B 2、B 3、D 4、A 5、A 6、D 7、B 8、A四、多项选择1、A、B、C 2、A、D 3、A 、B、C 、 4、B、C 、D、E 5、A

23、、C 、D 、E五、简答题1、新旧两类营销观念的区别何在？（P7）答：（1）企业营销活动的出发点不同。 （2）企业销售活动的方式、方法不同。 （3）营销活动的着眼点不同。2、企业市场营销管理过程包括哪些步骤？（P19）答：包括五个步骤（1）企业市场机会分析；（2）研究与选择目标市场；（3）制定战略性市场营销计划；（4）规划与执行市场营销策略；（5）实施与控制市场营销活动。3、企业对环境威胁的对策如何？（P34）答：企业的生存与发展既与其生存的市场营销环境密切相关，又取决于企业对环境因素及其影响所持的对策。企业常用的对策有三个：（1）对抗策略；（2）减轻策略；（3）转移策略。4、简述影响消费行为

24、的外在因素的主要内容？（P44）答：影响消费者行为的外在因素主要有相关群体、社会阶层、家庭情况、文化状况等 4 个因素。相关群体指能直接或间接影响一个人的态度、行为或价值观的团体。包括参与群体和非所属群体。社会阶层，指一个社会按照其社会准则将其成员分为相对稳定的不同层次。家庭状况对消费者购买行为的影响很大，包括家庭购买行为、家庭成员不同的购买角色、家庭生活周期等因素的影响。文化是社会精神财富的结晶，它使人们建立起一种是非观念，从而影响消费者行为。5、同样是购买计算机，生产者市场和消费者在需求和购买行为上有哪些区别？答：生产者为生产经营而买，需求受社会影响较大。实行专业性采购，购买类型包括直接续

25、购、修正重购和新购三种。购买决策过程，包括确认需求等 8 个阶段。消费者购买是为了满足个人或家庭的需要，购买类型包括经常性购买、选择性购买和探究性购买三种。购买过程包括确认需求、寻求信息、估价比较决定购买和购后评价四个阶段。thrift of excellent traditional and style lack deep of understanding, one-sided think in now of good situation Xia, economic smooth more fast development, and reform made major progress, a

26、nd people living significantly improve, and social the career made new progress, no necessary always hard has, no awareness to China also has many poverty area, and also has many poverty population of exists, more living improve has, more need keep hard of style. Three is not strictly honest. Total

27、thought units is a water sector, clean self-discipline away from himself too far, no real processing good living of improve and hard, and thrift excellent traditional of relationship, no effective do comply with Constitution and party of regulations must from I do up, no right mercy good bitter Le,

28、and wealth of relationship, no right awareness to in comply with Constitution and party of regulations aspects everyone has accountability. Four, future direction and improvement measures 1, belief and faith, strengthen party spirit. One is to firmly establish the noble ideals of struggle for the id

29、eals of communism, communist struggle for life, ready to sacrifice everything for the party and the people. Second is to continuously improve the quality and standard of political, conscientiously study Deng Xiaoping theory and “three represents“ important thought and the scientific Outlook on devel

30、opment, implement the partys basic program for the primary stage of socialism, adhere to the correct political orientation, maintain highly consistent with the CPC Central Committee, is good at theories of socialism with Chinese characteristics to analyze and solve problems. Third, strengthening the

31、 party spirit and the world transformation, perseverance of the party Constitution, relive Party vows to establish correct world Outlook, Outlook on life and the world, practically embodies ideals and beliefs into action, combine lofty ideals and practical activities, transforming the objective worl

32、d, actively participate in the great practice of building socialism with Chinese characteristics. 2, keep the purpose in concept, changing the style of work. First, keep in mind that the purpose of serving, adhere to assuming power for the people, keep in mind the people and care about people, and t

33、he joys and sorrows of the masses, .According to city discipline, and municipal organization Department requirements, today we held “implement implementation independent Commission against corruption guidelines effective strengthening led cadres style construction“ topic democratic life, main task i

34、s close contact thought, and work actual, control check district Standing Committee team and the personal in implementation independent Commission against corruption guidelines Shang exists of problem, in-depth carried out criticism and self-critical, further clear rectification direction and measur

35、es, effective enhanced clean politics of consciousness and initiative, firm set good of ruling image. Before the meeting, the way we take surveys solicited a views, combed, related to team buildingproject work, cadres, cadres selection and other aspects of a total of 19, further defined the directio

36、n of rectification, enhancing the pertinence and effectiveness of democratic life. Good for this meeting, we requested the Standing Committee of the municipal party Committee, municipal Secretary General Tang Wenjin, the City Commission for discipline inspection Standing Committee Yang Xu, Jiang Jix

37、ue, Deputy Director of the personnel office, and other leading comrades present guidance allows us to warm applause for their welcome and thanks! Below, I first District Committee member of the 20XX team annual democratic meeting implementation of the corrective measures, as well as member of the te

38、am and of my own report guidelines for the implementation of the independent Commission against corruption statement invited leaders and comrades criticism. First, annual party on the 20XX team, Member of democratic life action plan implementation year 20XX, district democratic meeting a member of t

39、he team on “study and practice the scientific Outlook on development“ theme, find a project supporting strong enough, the industry well enough, urban construction management level needs to be improved, livelihood improvement needs to be strengthened, district team itself, such as the five aspects. Y

40、ear of 20XX, we find out the problems mentioned above, based on actual Shunqing construction and development, conscientiously sum up improvements, achieving significant development results and effectiveness of their work. (A) highlight the project handle, maintain high growth of investment. Adhere t

41、o the strategy as a Foundation, carrying out projects to promote increased stamina important. One is to increase the intensity of projects towards. Actively seek national and provincial policy support, superior special transfer payments, a variety of additional income will top 700 million Yuan, a nu

42、mber of key infrastructure projects, livelihood projects, industrial projects into the cage. Second, increasing the project attracts. This year a total of 23 signed a major project, of which 14 billion project, China Metallurgical group, vanke group, Guangdong hengda group, Taiwan Ruentex group, on

43、the RI group, Shenzhen Kaisa, jifeng agricultural machinery, Mercedes-Benz, Audi 4S store and other large enterprises and projects have settled in Shunqing. Third, strengthen project construction. Annual implementation focus project 39 a, fixed assets investment total will breakthrough 12 billion yu

44、an, created district yilai history high, South door dam, and five in shop old city transformation, and Ying China industrial concentrated district construction, and city main road construction, and Northeast steam Trade Center, and modern farmers industry Park, and vocational education city, and low

45、 rental, and also room construction, and features blocks build, and farmers market transformation, and “rural version“ Street transformation, focus engineering speed up implementation, effectiveness obviously. Expected to be achieved this year, area-wide GDP 17 billion作业（二）一、名词解释1、市场营销系统（P60）：指由人、机器

46、和程序组成，为营销决策收集、挑选分析、评估和分配其所需要的、及时的和准确的信息。2、竞争者（P78）：狭义的竞争者，是那些生产经营与本企业提供的产品相似或可以互相替代的产品，以同一类顾客为目标市场的其他企业。3、市场细分（P91）：是指按照消费需求的差异性把某一产品（或服务）的整体市场划分为不同的子市场的过程。4、产品生命周期（P109）：产品的经济生命周期可以理解为市场上产品的产生、发展和衰亡的过程在时间上的表现。产品的经济生命周期可分为试销、畅销、饱和、滞销四个阶段。5、市场定位（P101）：市场定位，就是针对竞争者现有产品在市场上所处的位置，根据消费者或用户对该种产品某一属性或特征的重视

47、程度，为产品设计和塑造一定的个性或形象，并通过一系列营销努力把这种个性或形象强有力地传达给顾客，从而适当确定该产品在市场上的位置。二、填空1、内部报告系统；2、定性预测法和定量预测法；3、回归分析技术 4、竞争者；5、占有率最高；6、正面进攻；7、专业化；8、差异性；9、购买组织的特点、购买核心的特点和决策参与者的特点；10、产品的实质层；11、长些；12、试销、畅销、饱和、滞销；13、全新产品、改进产品三、单项选择题1、C 2、B 3、A 4、C 5、D 6、C 7、C 8、D 9、C 10、D四、多项选择题1、B、C 2、A、B、C 、D 3、A 、B 、C 、D 4、C、E 5、A、B、

48、C 、 D、E五、简答题1、市场预测主要有哪两类方法？（P67）答：主要有定性预测方法和定量预测方法。定性预测方法，主要有购买者意向调查法、销售人员意见综合法、专家意见法和市场经销法四种。定量预测方法，主要有时间序列预测方法、因果分析预测法两种。每种方法中又有若干不同的具体方法。2、目标市场营销策略有哪三种？（P97-98）答：有三种（1）无选择性市场策略，即用一种商品和一套营销方案吸引所有的消费者。（2）选择性市场策略，即企业针对每个细分市场的需求特点，分别为之设计不同的产品，采取不同的市场营销方案，满足各个细分市场上不同的需要。 （3）集中性市场策略，即企业选择一个或少数几个子市场作为目标

49、市场，制定一套营销方案，集中力量为之服务，争取在这些目标市场上占有大量份额。3、产品生命周期饱和期阶段的特点及企业相应的营销策略（P112）答：产品进入饱和期阶段的特点主要是：（1）购买者一般较多；（2）产品普及并且趋标准化；（3）销售数量相对稳定；（4）成本低、产量大；（5）生产同类产品企业之间在产品质量、品种、规格、成本等方面的竞争加剧。产品饱和阶段应采取的营销策略主要是：（1）稳定目标市场，保持原有的消费者；（2）thrift of excellent traditional and style lack deep of understanding, one-sided think in now of good situation Xia, economic smooth more fast development, and reform made major progress, and people living significantly improve, and social the career made new progress, no necessary