市场营销考试的复习范围

《市场营销考试的复习范围》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、术语题20%SectionAFromEnglishtoChinese(10%)1.MarketingMix(4Ps)2.potentialcustomer3.purchasingpower4.primarydata5.focusgroup6.massmarketing7.consumermarket8.demographicsegmentation9.brandequity10.replacementproduct11.distributionchannel12.marketshare13.marketresearch14.prod

2、uctpositioning15.marketingconcept16.consumerdemand17.brandimage18.demographicsegmentation19.secondarydata20.publicrelationSectionBFromChinesetoEnglish(10%)1.品牌形象2.产品生命周期3.公共关系4.促销5.分销渠道6.市场细分7.消费者行为8.市场调研9.消费品10.产品差别化11.品牌策略12.市场潜力13.目标市场14.消费品15.直销16.批发商17.家庭生命周期18.营销

3、组合19.商标20.自有品牌判断题15%()1.Amarketisdefinedasagroupofcustomerswhoarequalifiedtomakepurchasesofproductsorservicesthatamarketerisabletooffer.()2.MarketingMixisproduct,price,placeandpromotion.()3.Thereisnodifferencebetweenmarketingandsales.()4.Thefirststepinthemarketresearch

4、processisformulatingahypothesis.()5.Marketresearchcollectstwokindsofdata:first-handdataandsecond-handdata.()6.Thepopulationofacity/townisonevariableincludedindemographicsegmentation.()7.Determinantsofconsumerbehaviorincludecultural,social,personal,andpsychologicalchara

5、cteristics,aswellaseconomicalfactors.()8.Thewell-knownmodelofconsumerpurchasingdecisionprocessincludessixparts.()9.Specialtygoodsbelongtoindustrialproducts.()10.Productscanbemainlygroupedintotwocategories:consumerproductsandindustrialproducts.()11.Brandisusuallyregarde

6、dasanimportantpartofaproduct,whichcanaddvaluetoaproduct.()12.Theproductlifecycleincludesfivebasicstages:introduction,growth,maturity,declineandresurrection.()13.Thematuritystageisthestagewhenaproduct’ssalesgrowthreachesitspeak.()14.Promotionisoneofthe4Psofthemarketingm

7、ix,andcanalsobecalledmarketingcommunications.()15.Themostimportantobjectiveofpromotionistopromotethesales.简答题20%1.Whatistheproductlifecycle?Pleaseexplainthestagesofthiscyclebriefly.(5%)2.Whatismarketsegmentation?Andhowtosegmentamarket?Pleaseexplainthebasiccriteriaofmar

8、ketsegmentation.(5%)3.Whyshouldamarketerneedtounderstandthecustomerpost-purchaseevaluationprocess?(5%)4.Whatthreekeya