市場營銷原理與實務練習冊參考答案

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《市場營銷原理與實務》練習冊參考答案作業(yè)（一）一、名詞解釋1、市場營銷觀念（P6）：是以消費者需求為中心的企業(yè)經(jīng)營指導思想，重點考慮消費者需要什么，把發(fā)現(xiàn)和滿足消費者需求作為企業(yè)經(jīng)營活動的核心。2、多角化增長（P16）：也稱多角化經(jīng)營，多元化、多樣化增長，即企業(yè)盡量增加經(jīng)營的產(chǎn)品種類和品種，使自己的特長得以充分發(fā)揮，人、財、物資源得以充分利用，且減少風險，提高整體效益。3、市場營銷環(huán)境（P36）：泛指一切影響制約企業(yè)營銷活

24、動的最普遍的因素。4、消費者行為（P41）：指消費者為滿足其個人或家庭生活需要而發(fā)生的購買商品的決策或行動。5、相關群體（P44）：指能夠直接或間接影響一個人的態(tài)度、行為或價值觀的團休。既包括社會的、經(jīng)濟的團體，也包括職業(yè)的團體。二、判斷正誤1、2、3、4、5、√6、7、√8、√9、10、√三、單項選擇1、B2、B3、D4、A5、A6、D7、B8、A四、多項選擇1、A、B、C2、A、D3、A、B、C、4、B、C、D、E5、A、C、D、E

25、五、簡答題1、新舊兩類營銷觀念的區(qū)別何在？（P7）答：（1）企業(yè)營銷活動的出發(fā)點不同。（2）企業(yè)銷售活動的方式、方法不同。（3）營銷活動的著眼點不同。2、企業(yè)市場營銷管理過程包括哪些步驟？（P19）答：包括五個步驟（1）企業(yè)市場機會分析；（2）研究與選擇目標市場；（3）制定戰(zhàn)略性市場營銷計劃；（4）規(guī)劃與執(zhí)行市場營銷策略；（5）實施與控制市場營銷活動。3、企業(yè)對環(huán)境威脅的對策如何？（P34）答：企業(yè)的生存與發(fā)展既與其生存的市場營銷環(huán)境密

26、切相關，又取決于企業(yè)對環(huán)境因素及其影響所持的對策。企業(yè)常用的對策有三個：（1）對抗策略；（2）減輕策略；（3）轉移策略。4、簡述影響消費行為的外在因素的主要內容？（P44）答：影響消費者行為的外在因素主要有相關群體、社會階層、家庭情況、文化狀況等4個因素。相關群體指能直接或間接影響一個人的態(tài)度、行為或價值觀的團體。包括參與群體和非所屬群體。社會階層，指一個社會按照其社會準則將其成員分為相對穩(wěn)定的不同層次。家庭狀況對消費者購買行為的影響很

27、大，包括家庭購買行為、家庭成員不同的購買角色、家庭生活周期等因素的影響。文化是社會精神財富的結晶，它使人們建立起一種是非觀念，從而影響消費者行為。5、同樣是購買計算機，生產(chǎn)者市場和消費者在需求和購買行為上有哪些區(qū)別？答：生產(chǎn)者為生產(chǎn)經(jīng)營而買，需求受社會影響較大。實行專業(yè)性采購，購買類型包括直接續(xù)購、修正重購和新購三種。購買決策過程，包括確認需求等8個階段。消費者購買是為了滿足個人或家庭的需要，購買類型包括經(jīng)常性購買、選擇性購買和探究性購

28、買三種。購買過程包括確認需求、尋求信息、估價比較決定購買和購后評價四個階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，維持原有市場占有率；（3）要重點宣傳企業(yè)的信譽。4、市場定位的步驟如何？（P101102）答：主要有4個步驟（1）調查了解競爭者為自己的產(chǎn)品設計的形象和該產(chǎn)品在市場上實際所處的位置；（2）調查消費者或用戶對該產(chǎn)品的哪個或那些特征最為重視，以及消費者對產(chǎn)品所評價；（3）根據(jù)以上兩方面的信息，為本企業(yè)的產(chǎn)品設計和塑造某種形象

51、；（4）設計、實施一系列旨在把產(chǎn)品個性與形象傳達給顧客的營銷活動，并根據(jù)改進意見，進行重新設計產(chǎn)品的定位。5、簡述新產(chǎn)品開發(fā)的階段？（P113115）答：新產(chǎn)品開發(fā)主要有6個階段：（1）提出目標，搜集“構想“；（2）評核與篩選；（3）進行營業(yè)分析（財務分析）；（4）產(chǎn)品實體開發(fā)；（5）制定生產(chǎn)與營銷計劃；（6）新產(chǎn)品正式進入市場。六、分析題假設目前市場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，對其做市場定位分析如下：1、

52、調查A產(chǎn)品在市場上實際所處的位置。經(jīng)過調查發(fā)現(xiàn)目前A產(chǎn)品的市場占有率為28%，B產(chǎn)品為38%，C產(chǎn)品為34%，A產(chǎn)品處于劣勢，正受到挑戰(zhàn)。2、發(fā)現(xiàn)問題。經(jīng)過調查發(fā)現(xiàn)，目前顧客對方便面的口味和保質期這兩個特性比較關注，B產(chǎn)品口味好，很受歡迎，C產(chǎn)品保質期長，而A產(chǎn)品在這兩個方面卻都不及B和C。3、確定戰(zhàn)略。根據(jù)調查發(fā)現(xiàn)的問題，公司決定開發(fā)新產(chǎn)品D，并在口味和保質期等方面進行改進。4、新產(chǎn)品開發(fā)出來后，公司決定進行宣傳，開展促銷，力圖提高本

53、公司產(chǎn)品的市場占有率。作業(yè)（三）一、名詞解釋1、滲透定價策略（P134）：指在向市場推出新產(chǎn)品時，盡量把價格定得低一些，采取保本微利、薄利多銷的方法。2、分銷渠道（P143）：指產(chǎn)品從生產(chǎn)者那里轉移到消費者手里所經(jīng)的通道。分銷渠道是一個不同企業(yè)或人員構成的整體。3、廣告（P168）：廣告有廣、狹義之分。狹義的廣告，指經(jīng)濟廣告，是廣告主體有目的地通過各種可控制的有效大眾傳播媒體，旨在促進商品銷售和勞務提供的付費宣傳。4、市場營銷計劃（P1

54、79）：是在對企業(yè)市場營銷環(huán)境進行調研分析物基礎上按年度制定的企業(yè)及各業(yè)務單位的對營銷目標以及實現(xiàn)這一目標所應采取的策略、措施和步驟的明確規(guī)定和詳細說明。5、垂直或營銷渠道結構（P147）：指有專業(yè)人員從事全盤設計與管理，事先規(guī)定了經(jīng)濟目標和經(jīng)營效果的集權或銷售網(wǎng)絡。具體包括所有權或垂直結構、管理式垂直結構和契約式垂直結構三種。二、單項選擇題1、D2、B3、A4、B5、B6、C7、C8、A9、A10、B11、B12、A13、B14、A1