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目录市场营销管理习题....................................................................................1第1章市场与市场营销..................................................................1第2章市场营销环境总论..............................................................3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......................................................8第5章竞争性营销战略................................................................11第6章目标市场战略....................................................................13第7章产品策略与管理................................................................17第8章价格和价值管理................................................................21第9章分销渠道设计与管理........................................................25第10章整合营销沟通..................................................................27第11章市场营销计划与执行......................................................33市场营销管理案例..................................................................................35导言:如果进行案例分析................................................................35案例1海王集团品牌整合.............................................................40案例2iPad降价带来的烦恼.........................................................44案例3雅芳的渠道转型之痛.........................................................46案例4哈奇公司的“三位一体”营销传播策略..............................491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)Marketingisaphilosophythatstressescustomersatisfactionandasetofactivitiesusedtoimplementthisphilosophy4)Thesocietalmarketingconceptinvolvesconsideringsociety'slong-termbestinterestsalongwiththesatisfactionofcustomerwantsandneeds2.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)Whenacompanysetsitsgoalsandstrategiesbasedonwhatthecurrentplantequipmentcanproduce,whatproductsengineeringcandesign,andwhatthecompanyitselfcandobest,itissaidtohavea:a.marketplaceorientationb.salesorientationc.marketingorientationd.customerorientatione.productionorientation4)Firmswithaorientationfocusontheinternalcapabilitiesofthefirmratherthanonthedesiresandneedsofthemarketplace.a.salesb.productionc.marketingd.customere.retailing3.简答1)AMA对“市场营销”的最新定义是什么?2)Doesasales-orientedfirmdefinesitsbusinessintermsofthebenefitsitscustomersseek?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22)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)Theultimategoalofmostmarketing-orientedfirmsisprofitabilitythatresultsfromsatisfyingthewantsandneedsofitsconsumers4)Whilemostmarketingorganizationsrelyonvariousformsofpromotiontosucceed,sales-orientedorganizationsemphasizeeffectiveuseofeachofthefourP's2.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)Fourcompetingphilosophiesstronglyinfluencetheroleofmarketingandmarketingactivitieswithinanorganization.ThefollowingtermsrefertothesephilosophiesEXCEPT:a.salesorientationb.societalmarketingorientationc.marketingorientationd.profitabilityorientatione.productionorientation4)Oneproblemwiththeapproachtomarketingisitsfailuretoconsiderwhetherwhatthefirmproducesmostefficientlyalsomeetstheneedsofthemarketplace.a.customerorientationb.societalorientationc.discountorientationd.marketingorientatione.productionorientation3.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)Shouldamarketing-orientedfirmdefinesitsbusinessintermsofthebenefitsitscustomersseek,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.TomandDavecraftwoodenreplicasofantiquetrunks.Theydecidedtostarttheirownbusinessbecausetheyhadsuccessfullymadebeautifultrunksasgiftsfortheirwivesandmothers,theconstructionwasrelativelyeasy,theyownedthewoodworkingequipment,andtheywerebothtalentedcabinetmakersbytrade.What’stheorientationofTomandDave'sbusiness,why?Pleaseexpressyouropinionindetail.33.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)Theprocessofenvironmentalscanninginvolvescollectingandevaluatinginformationfromtheexternalenvironment4)Couplesinwhichbothhusbandsandwiveshavejobsarecalledbabyboomers2.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)Whenacompanyimplementsstrategiesthatattempttoshapetheexternalenvironmentinwhichitoperates,itisengagingin:a.moldplanningb.environmentalmanagementc.conditioningd.marketcontrole.counter-threatmanagement4)Theprocessofcollectingandanalyzinginformationabouttheexternalconditionsthataffectabusinessanditscustomersiscalled:a.defensivemarketingb.economicmanipulationc.environmentalscanningd.outerdirectednesse.legislativeplanning43.简答1)机会威胁综合矩阵是什么?2)WhatdoesGDPmean?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)Whileasinglefirmcannotcontroltheelementsintheexternalenvironment,afirmcansometimesinfluencethatenviro
本文标题:XXXXNCUT市场营销管理习题、案例册
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