Global Marketing, 6e (Keegan/Green)
Chapter 6 Global Information Systems and Market Research
1) One component of a firm's MIS is a business intelligence (BI) network that helps managers make decisions; one of its major objectives is to enable manipulation of the data obtained by interactive access.
Answer: TRUE
Diff: 1 Page Ref: 171
2) Intranet is a private network that allows authorized company personnel or outsiders to share information electronically in a secure fashion.
Answer: TRUE
Diff: 2 Page Ref: 172
AACSB: Use of IT
3) EDI links with vendors to enable retailers to improve inventory management and restock
hot-selling products in a timely, cost-effective manner.
Answer: TRUE
Diff: 2 Page Ref: 172
AACSB: Use of IT
4) ECR is a joint initiative by members of the supply chain to work towards improving and optimizing aspects of the supply chain to benefit managers.
Answer: FALSE
Diff: 2 Page Ref: 172-173
AACSB: Use of IT
5) Supply chain innovations, such as radio frequency identification tags (RFID), are likely to provide increased momentum for ECR.
Answer: TRUE
Diff: 2 Page Ref: 172-173
AACSB: Use of IT
6) CRM tools allow companies like Credit Suisse, AT&T, and Hewlett-Packard to determine which customers are most valuable and to react in a timely manner with customized products and service offerings that closely match customer needs.
Answer: TRUE
Diff: 2 Page Ref: 173
AACSB: Use of IT
7) In the EU companies that use CRM to collect data about individual consumers must satisfy the regulations in each of the member countries.
Answer: TRUE
Diff: 2 Page Ref: 173
AACSB: Use of IT
8) The term "safe harbor agreement" applies to privacy issues pertaining to the companies that gather information about consumers.
Answer: TRUE
Diff: 2 Page Ref: 173-174
AACSB: Reflective Thinking
9) Direct sensory perception such as seeing, feeling, hearing, smelling, or tasting is the best way to know what is going on in a country rather than taking information from secondary sources. Answer: TRUE
Diff: 2 Page Ref: 175
AACSB: Reflective Thinking
10) Market research is the project-specific, systematic gathering of data and is the activity that links the consumer, customer, and public to the marketer through information.
Answer: TRUE
Diff: 2 Page Ref: 176
AACSB: Reflective Thinking
11) Market research may prevent psychological overload that may be faced by a company entering more than one new geographic market.
Answer: TRUE
Diff: 2 Page Ref: 176
AACSB: Reflective Thinking
12) The first step in global marketing research is the collection of data.
Answer: FALSE
Diff: 2 Page Ref: 176
AACSB: Reflective Thinking
13) Market research should focus on finding out how a potential customer can be changed into an actual customer.
Answer: TRUE
Diff: 2 Page Ref: 178
AACSB: Reflective Thinking
14) Mattel toys thought that Barbie would be as popular in Japan as it is the United States. This assumption was due to the self-reference criterion (SRC).
Answer: TRUE
Diff: 2 Page Ref: 180
AACSB: Reflective Thinking
15) An awareness of SRC can help ensure that the research effort is designed with minimal home-country or second-country bias.
Answer: TRUE
Diff: 2 Page Ref: 180
AACSB: Reflective Thinking
16) Global marketing research in countries such as China and India should be conducted mainly using the entire country as the unit of analysis.
Answer: FALSE
Diff: 2 Page Ref: 180
AACSB: Reflective Thinking
17) By definition, secondary data is data gathered from country markets that rank as "secondary" in terms of income and population figures.
Answer: FALSE
Diff: 2 Page Ref: 181-182
18) In addition to big, showy, custom motorcycles, Harley-Davidson has a broad range of bikes that well suit European riding habits.
Answer: TRUE
Diff: 1 Page Ref: 181
19) Companies wishing to minimize the cost and effort associated with market research should start by collecting and analyzing primary data.
Answer: FALSE
Diff: 2 Page Ref: 181-183
AACSB: Reflective Thinking
20) Industrial growth patterns generally reveal consumption patterns, which in turn can be helpful in knowing production patterns that can be used in assessing market opportunities.
Answer: TRUE
Diff: 2 Page Ref: 181-183
AACSB: Reflective Thinking
21) If a market researcher would like to know how much the typical Nigerian consumer spends on soft drinks, the information can be obtained from GNP or GDP.
Answer: FALSE
Diff: 2 Page Ref: 181-183
AACSB: Reflective Thinking
22) Market researchers should be alert to the fact that the quality of government statistics can vary greatly from country to country.
Answer: TRUE
Diff: 2 Page Ref: 181-183
AACSB: Reflective Thinking
23) The small markets around the world and the relatively low profit potential justifies only modest expenditures for market research.
Answer: TRUE
Diff: 2 Page Ref: 184
AACSB: Reflective Thinking
24) If Avon would like to sell cosmetics in India, a good estimate can be achieved by researching the average wage of an office secretary.
Answer: TRUE
Diff: 2 Page Ref: 184
AACSB: Analytic Skills
25) Triangulation is a useful method in global market research where data is collected from three different sources within the same country.
Answer: FALSE
Diff: 2 Page Ref: 184
AACSB: Reflective Thinking
26) Demand and market potential depend, in part, on whether the market being studied can be classified as existing or potential.
Answer: TRUE
Diff: 2 Page Ref: 185-186
AACSB: Reflective Thinking
27) Toyota's decision to launch the new Sienna minivan in the United States reflects the company's understanding of latent and incipient markets.
Answer: FALSE
Diff: 2 Page Ref: 185-186
AACSB: Reflective Thinking
28) Japanese companies relied heavily on traditional survey research in identifying the potential market for fax machines.
Answer: FALSE
Diff: 2 Page Ref: 185-186
AACSB: Analytic Skills
29) Motorola learned the hard way that there was no latent market for a premium-priced global satellite telephone service.
Answer: TRUE
Diff: 2 Page Ref: 187
AACSB: Reflective Thinking
30) Volkswagen, Peugeot, Chrysler, and other global automakers have established manufacturing operations in China since they consider it to be an incipient market.
Answer: TRUE
Diff: 2 Page Ref: 186
AACSB: Analytic Skills
31) It will be convenient to do a telephone survey in rural areas in China since, according to the Ministry of Information Industry reports, 40 percent households have at least one fixed-line telephone.
Answer: FALSE
Diff: 2 Page Ref: 186
AACSB: Analytic Skills
32) "Back translation" is a technique used to ensure that currency conversion is performed correctly when financial statements of foreign subsidiaries are consolidated with financial statements at headquarters.
Answer: FALSE
Diff: 2 Page Ref: 188
AACSB: Reflective Thinking
33) "Back translation" is a technique whereby a survey or other document that has been translated is returned (i.e. "sent back") to the translator for corrections.
Answer: FALSE
Diff: 2 Page Ref: 188
AACSB: Reflective Thinking
34) Nielsen now uses an electronic device for getting national audience data, which is known as a peoplemeter.
Answer: TRUE
Diff: 2 Page Ref: 188
AACSB: Reflective Thinking
35) A marketer of breakfast cereals might send researchers to preselected households at 6 a.m. to watch families go about their morning routines
Answer: TRUE
Diff: 2 Page Ref: 188-189
36) When using a "projective technique," the researcher presents close-ended or ambiguous stimuli to a subject in a focus group
Answer: FALSE
Diff: 2 Page Ref: 190
AACSB: Reflective Thinking
37) In global marketing research, it is important to establish scalar equivalence when obtaining information from different countries.
Answer: TRUE
Diff: 2 Page Ref: 190-191
AACSB: Reflective Thinking
38) In marketing research, factor analysis is a useful technique for reducing large quantities of data to a few underlying dimensions.
Answer: TRUE
Diff: 2 Page Ref: 191-192
AACSB: Reflective Thinking
39) It is advisable to present marketing research findings, including complex quantitative analysis and terminology, to executives so that they will fully comprehend the analysis.
Answer: FALSE
Diff: 2 Page Ref: 196
AACSB: Reflective Thinking
40) Many global firms are creating flattened organizations, with less hierarchical, less centralized decision-making structures, which facilitate the exchange and flow of information.
Answer: TRUE
Diff: 2 Page Ref: 197
AACSB: Reflective Thinking
41) In addition to providing a means for gathering, analyzing, classifying, storing, retrieving, and reporting relevant data, MIS should also cover:
A) a company's external environment.
B) customers.
C) competitors.
D) strategy.
E) all of the above
Answer: E
Diff: 2 Page Ref: 171
AACSB: Reflective Thinking
42) Reed Krakoff, head designer for Coach Brand handbags and accessories stated "When something doesn't sell, I never say, 'Well, people didn't understand it.' If people don't understand it, it doesn't belong in the store." This statement underscores the fact that:
A) consumer preference changes with time.
B) seasonal variation and store displays are important.
C) market research is vital for success.
D) Coach Brand is not very popular.
E) people dislike brands that are newly introduced.
Answer: C
Diff: 2 Page Ref: 171-172
AACSB: Reflective Thinking
43) A(n) ________ is a company's private data network, accessible only by authorized persons inside the organization
A) electronic data interchange (EDI)
B) internet
C) intranet
D) EPOS
E) EDI
Answer: C
Diff: 1 Page Ref: 172
44) Which of the following is an IT tool designed specifically to help retailers work more closely with vendors on stock replenishment?
A) BOLD
B) ECR
C) data warehouse
D) projection
E) EDI
Answer: B
Diff: 1 Page Ref: 172-173
45) Which of the following can be defined as a business philosophy that values two-way communication between a company and individual customers?
A) ECR
B) CRM
C) EDI
D) EPOS
E) BOLD
Answer: B
Diff: 2 Page Ref: 173
46) One of the key advantages of an EDI (Electronic Data Interchange) system is:
A) it allows easy access to all company data to vendors.
B) its transaction formats are universal.
C) it allows third-party transmission connections to company data.
D) it saves both time and money by using different languages.
E) vendors receive orders by voice mail.
Answer: B
Diff: 2 Page Ref: 172-173
AACSB: Use of IT
47) CRM tools allow companies such as Credit Suisse, AT&T , Hewlett-Packard and others to determine:
A) warranty of products sold to consumers.
B) amount paid by consumers in different countries.
C) which customers are most valuable.
D) the use of credit cards for payment.
E) the use of laptop computers by customers.
Answer: C
Diff: 3 Page Ref: 172-173
AACSB: Reflective Thinking
48) Direct Sensory Perception provides a vital background for the information that comes from human and documentary sources since:
A) it provides second-hand information.
B) it is easy and most economical way of collecting data.
C) it means first-hand seeing, feeling, hearing, smelling, and tasting.
D) it involves reading and reviewing documents.
E) top executives are involved in getting first-hand information.
Answer: C
Diff: 3 Page Ref: 175-176
AACSB: Reflective Thinking
49) Which of the following environmental factors may require marketers to adjust their approach to conducting international as opposed to domestic marketing research?
A) Researchers must be prepared for new parameters of doing business.
B) Company personnel must come to grips with a new set of culture-based assumptions about conducting business.
C) Research may help reduce psychological overload.
D) Researchers may have to broaden the definition of competitors to include competitive pressures not present in the domestic market.
E) all of the above
Answer: E
Diff: 2 Page Ref: 176-177
AACSB: Reflective Thinking
50) A vice-president of a shoe company was in India to assess the market. He found that many people in the southern part of India were walking bare footed. This can be indicative of either the fact that there is a potential market for shoes or there is no market for shoes in that part of the world. To formally confirm one instinct or the other the vice-president should:
A) establish an office to start manufacturing shoes in India.
B) give free shoe samples to a selected group of customers.
C) conduct a research to find the potential and actual customers.
D) find out if that is true for other Asian countries.
E) give up the idea of doing business in India.
Answer: C
Diff: 2 Page Ref: 178
AACSB: Analytic Skills
51) When Mattel first introduced Barbie in Japan, managers assumed that Japanese girls would find the doll's design just as appealing as American girls did. This may be due to:
A) Barbie's physical features such as long legs and blonde hair.
B) Barbie being a symbol of American lifestyle.
C) the SRC tendency on the part of American managers.
D) the SRC tendency on the part of Japanese consumers.
E) the limited competition for dolls in Japan.
Answer: C
Diff: 2 Page Ref: 178-180
AACSB: Reflective Thinking
52) Which of the following lists some of the steps in the market research process in the correct order?
A) determine information requiremen→problem definition→choose unit of analysis→examine data availability→assess value of research
B) problem definition→assess value of research→determine information requirement→choose unit of analysis→examine data availability
C) examine data availability→problem definition→choose unit of analysis→assess value of research→determine information requirement
D) choose unit of analysis→assess value of research→problem definition→determine information requir ement→examine data availability
E) examine data availability→assess the value of research→problem definition→presentation Answer: A
Diff: 2 Page Ref: 178-184
53) Anyone undertaking a market research project should understand that the first step is:
A) setting the budget.
B) determining the methodology to use.
C) deciding who will see the final report.
D) defining the problem.
E) determining the information requirement.
Answer: E
Diff: 2 Page Ref: 178
54) For consumer products, qualitative research is especially well suited to:
A) get close to the consumer.
B) describe the cultural context of consumer behavior.
C) identify core brand equity.
D) identify what people really feel.
E) all of the above
Answer: E
Diff: 2 Page Ref: 178-184
AACSB: Reflective Thinking
55) Potential markets can be subdivided into:
A) latent and parallel markets.
B) existing and incipient markets.
C) latent and incipient markets.
D) existing and latent markets.
E) incipient and existing markets.
Answer: C
Diff: 2 Page Ref: 185
AACSB: Reflective Thinking
56) Marketers must be aware of the impact of SRC and other cultural assumptions since:
A) it can have several positive effects on market planning.
B) it enhances management's willingness to pursue market research.
C) it can help ensure that the research effort is designed with minimal home-country bias.
D) it can help ensure that the research effort is designed with minimal second-country bias.
E) All of the above are correct.
Answer: E
Diff: 2 Page Ref: 178-180
AACSB: Reflective Thinking
57) Which of the following is not true of secondary data about global markets?
A) It was not gathered specifically for the research project at hand.
B) It is often so expensive that small companies can't afford to use it.
C) It can be accessed quickly.
D) A great deal is available from government agencies.
E) It cannot be retrieved on-line.
Answer: B
Diff: 1 Page Ref: 181-182
58) Harley-Davidson intentionally limits the production of motorcycles in spite of the high demand in order to:
A) restrict sales to a limited number of countries.
B) use available resources conservatively.
C) keep the quality high.
D) increase the selling price.
E) sell other bikes manufactured by them.
Answer: C
Diff: 2 Page Ref: 181
59) Which of the following correctly reflects marketing expert David Arnold's recommendations for companies engaged in global market research?
A) use multiple indicators
B) develop customized measures specific to an industry or product
C) conduct comparative assessments in neighboring countries
D) observation should be weighted more heavily than statements of purchase intention
E) all of the above
Answer: E
Diff: 2 Page Ref: 184
AACSB: Reflective Thinking
60) When the Coca-Cola Company convened focus groups in Europe and Asia to assess potential market acceptance of a contoured aluminum soft drink can, it was attempting to collect ________ data
A) primary
B) secondary
C) incipient
D) quantitative
E) MIS
Answer: A
Diff: 2 Page Ref: 185-186
AACSB: Reflective Thinking
61) The decision by Toyota executives to introduce the Sienna minivan in the U.S. market was based on their study of a(n) ________ market
A) existing
B) latent
C) parallel
D) incipient
E) global
Answer: A
Diff: 2 Page Ref: 185
AACSB: Analytic Skills
62) The international marketing manager of an office furniture company ordered a research report on global telecommunications equipment sales. The report noted that, in the early 1990s, AT&T was awarded a $4 billion contract to provide communication network products and services in Saudi Arabia. The manager took this as a cue to put Saudi Arabia on her information agenda, reasoning that office furniture sales would increase as the country's telephone system was improved. As described here, the marketing manager is viewing Saudi Arabia as a(n):
A) latent market.
B) incipient market.
C) cluster market.
D) existing market.
E) primary market.
Answer: B
Diff: 2 Page Ref: 186
AACSB: Reflective Thinking
63) Predicting economic and income growth rates is particularly important when researching which type of market?
A) existing markets
B) latent markets
C) parallel markets
D) incipient markets
E) local markets
Answer: D
Diff: 3 Page Ref: 186
AACSB: Reflective Thinking
64) Tools that can be used for collecting primary data include:
A) survey research and interviews.
B) consumer panels and observation.
C) focus groups and survey research.
D) interviews and observation.
E) all of the above
Answer: E
Diff: 1 Page Ref: 186-188
65) When a survey questionnaire in English is translated into Korean for use in South Korea and then translated back into English to check its accuracy it is described as:
A) incipient translation.
B) comparative translation.
C) native translation.
D) parallel translation.
E) back translation.
Answer: E
Diff: 2 Page Ref: 188
AACSB: Reflective Thinking
66) When a trained person is recording the items selected in a grocery cart or basket, the research method is known as:
A) observation.
B) survey research.
C) focus study.
D) secondary data collection.
E) personal interviews.
Answer: A
Diff: 2 Page Ref: 188-189
AACSB: Reflective Thinking
67) It has been reported by Nielsen that there is a significant drop-off in viewership among American men aged 18 to 34. This group was found to be spending more time surfing the internet or playing video games during prime TV viewing hours. In order to get accurate data, a monitor unit was provided to selected households that detect when a TV set is turned on and the channel to which it is tuned. This monitoring system is called:
A) focus group study instrument.
B) personal interviews assessor.
C) the pedometer.
D) the consumer panel analyzer.
E) the peoplemeter.
Answer: E
Diff: 2 Page Ref: 188
AACSB: Reflective Thinking
68) Manufacturers of Splenda, a low calorie sugar, wanted to arrange a focus group to find out its use in different markets. Open-ended questions were used in order to secure the unconscious attitudes and biases held by the subjects. This type of technique is known as:
A) scaling technique.
B) qualitative technique.
C) projective technique.
D) reactivity technique.
E) MDS technique.
Answer: C
Diff: 3 Page Ref: 190
AACSB: Analytic Skills
69) In Singapore Coca-Cola wanted to develop an advertisement program. They selected a group of teenagers in a room and a trained moderator facilitated discussion asking questions on brand's image, advertisement, social trends, TV watching habits, and snack usage. This type of research is called:
A) survey research.
B) observational studies.
C) comparison studies.
D) focus group research.
E) experimental research.
Answer: D
Diff: 2 Page Ref: 190
AACSB: Analytic Skills
70) In Mexico City, only 55-60% of the population owns a telephone. The number drops to less than 50% in Guadalajara and Monterey, and 35% or lower in other cities. This will complicate the task of market researchers hoping to use a telephone survey to obtain a ________ of the Mexican population.
A) probability sample.
B) convenience sample.
C) secondary sample.
D) focus group sample.
E) quota sample.
Answer: A
Diff: 2 Page Ref: 191
AACSB: Reflective Thinking
71) One study of adult involvement in household tasks revealed greater similarities between the UK and the U.S. compared with France, Belgium, and French Canada. Thus, the U.S. and UK were "twins" based on common language. This study is an example of:
A) market latency.
B) conjoint analysis.
C) factor analysis.
D) multidimensional scaling.
E) cluster analysis.
Answer: E
Diff: 3 Page Ref: 193
AACSB: Analytic Skills
72) When consumers have difficulty in verbalizing their perceptions and there are different alternative brands of toothpaste, what is the best method of judging them in terms of similarity?
A) cluster analysis
B) MDS
C) dependence techniques
D) factor loading
E) focus group
Answer: B
Diff: 3 Page Ref: 193-194
AACSB: Analytic Skills
73) Suppose Apple has collected extensive survey data about its new iPhone and respondents have rated it on twenty different features and benefits. Now researchers want to reduce the amount of data to a few underlying dimensions. Which data analysis technique should the researchers use?
A) analogy
B) conjoint analysis
C) factor analysis
D) multidimensional scaling
E) cluster analysis
Answer: C
Diff: 2 Page Ref: 192
AACSB: Analytic Skills
74) A market researcher who uses multidimensional scaling (MDS) will:
A) attempt to estimate market size by analogy.
B) ask respondents to rate a particular product or brand in terms of multiple characteristics or attributes.
C) ask respondents to evaluate product or brand pairs in terms of similarity.
D) attempt to determine the combination of product features that create the greatest utility for consumers.
E) conduct a focus group
Answer: C
Diff: 3 Page Ref: 193-195
AACSB: Analytic Skills
75) Analyzing global income data, Volkswagen executives noted that Nigeria has approximately the same per capita income as China. However, if China had the same ratio of cars to people as Nigeria, there would be 10 million cars in China today, instead of 1.2 million. If this insight were stated as "925,000 cars are to Nigeria as 10 million cars are to China," Volkswagen executives would be using which form of data analysis?
A) demand pattern analysis
B) income elastic analysis
C) polycentrism
D) market estimation by analogy
E) multidimensional scaling
Answer: D
Diff: 2 Page Ref: 195-196
AACSB: Reflective Thinking
76) According to David Arnold there are four possible approaches to forecasting by analogy, which does not include which of the following?
A) Data is available on a comparable product in the same country.
B) Data is available on the same product in a comparable country.
C) Data is available on the same product from an dependent distributor in a neighboring country.
D) Data is available about a comparable company in the same country.
E) Data is available on the same product in every country.
Answer: E
Diff: 2 Page Ref: 195-196
AACSB: Reflective Thinking
77) Catalog sales in the United States represent about 3 percent of overall retail sales; whereas in Germany they account for 5.8 percent. This suggests that there is a good chance of catalog marketing in Germany. This type of research is described as:
A) demand pattern analysis.
B) income elastic analysis.
C) time series displacement.
D) polycentrism.
E) comparative analysis.
Answer: E
Diff: 2 Page Ref: 195-196
AACSB: Reflective Thinking
78) Which of the following is true about etic and emic approaches to country analysis?
A) The etic and emic approaches are identical.
B) An emic approach studies a culture from within; etic analysis is "from the outside."
C) An emic approach studies a culture "from the outside"; etic analysis studies a culture from within.
D) The emic/etic distinction is not useful in cultural studies.
E) The emic/etic approaches cannot be applied to Asian countries
Answer: B
Diff: 2 Page Ref: 196-197
79) A market research study of soft drink consumption and distribution in Hungary commissioned by an American company indicated that soft drinks were available in drugstores. However, Western-style drugstores do not exist in Hungary. This illustrates an important issue in global marketing research, namely:
A) inflated data.
B) using convenience samples.
C) market estimation by analogy.
D) comparability of data.
E) using multiple dimensional scaling.
Answer: D
Diff: 3 Page Ref: 195
AACSB: Analytic Skills
80) Market research undertaken by Whirlpool helped tremendously by showing that:
A) listening to customers is only possible in America.
B) data collected in the U.S. should be applicable in Europe.
C) consumers in different countries prefer different types of features.
D) in China white colored washers will sell more since colored ones are expensive.
E) in India it is not possible to use washers since "saris" are very long and delicate.
Answer: C
Diff: 3 Page Ref: 200-201
AACSB: Analytic Skills
81) Globalization puts tremendous pressure on companies to achieve as many economies as possible. How can IT provide valuable tools in global marketing research?
Answer: There are different IT programs that can provide valuable tools for marketing. EDI (Electronic data interchange) links with vendors to enable retailers to improve inventory management and restock popular products in a timely, cost-effective manner. Also, effective consumer response (ECR) is another program which allows management to work more closely with vendors on stock replenishment. ECR systems utilize electronic point of sale (EPOS) data gathered by checkout scanners that help retailers identify product sales patterns as well as record consumer preferences separated by geographical areas. All these tools are also helpful in improving the ability of businesses to target consumers and increase loyalty. Customer relationship management (CRM) is another method by which a relationship is developed with the customer. It helps in determining which customers are most valuable and to react in a timely manner with customized product and service offerings that closely match customer needs. It also makes employees more productive and enhances corporate profitability. It also benefits customers by providing value-added products and services. Data warehouses store a company's CRM system as well as other IT systems. These data warehouses can provide multiple uses such as helping retailers with multiple store locations fine-tune their product assortments. In addition to internet, intranet can be a valuable tool, which can connect individuals within a company on a private basis. Diff: 2 Page Ref: 171-173
AACSB: Use of IT
82) Authors Michael Czinkota and Illka Ronkainen identified four specific environmental factors that may require international research efforts to be conducted differently than domestic research. Describe those factors to outline the differences.
Answer: The four specific environmental factors that may require international research efforts to be conducted differently than domestic research are: (1) researchers must be prepared for new parameters for doing business. The requirements and ways in which rules are applied may differ from country to country. (2) A "cultural mega-shock" may occur as company personal come to grips with a new set of culture-based assumptions about conducting business. (3) a company entering more than one new geographic market faces a burgeoning network of interacting factors. Research may help prevent psychological overload in that case. (4) Company researchers may have to broaden the definition of competitors in international markets to include competitive pressures that would not be present in the domestic market.
Diff: 2 Page Ref: 176
AACSB: Reflective Thinking
83) The vice president of finance and marketing of a cosmetic company were traveling around the world to estimate the market potential for their products. They came to a busy metropolitan area in India and noticed that most of the women were not using mascara and false eyelashes. The vice president of finance said, "There is no evidence of any market for our products and let us not waste time." However the vice president of marketing remarked, "We have a great opportunity to market our products." What do you understand from this and how will you suggest testing the instinct of either vice president?
Answer: This is a classic example which demonstrates the need to identify the information required to do market research. To formally confirm the assumptions, organized research is necessary. Identification of the need will form the first step for conducting this marketing research in a different country. The need for research also arises when there is a problem, crisis or opportunity. Local taste preferences vary based on several factors ranging from social, cultural to economic reasons. Unless a research is conducted formally or informally it is impossible to arrive at a conclusion. Also, it is quite possible that a potential market can be missed or lost to competitors on false assumption or instincts. Thus, research should be undertaken to determine the potential market and how it can be converted into actual market. This should lead to a stepwise process for conducting marketing research.
Diff: 2 Page Ref: 178
AACSB: Analytic Skills
84) Many of the fast food operations are entering markets in Middle Eastern countries. In the United States, breakfast items are very popular and are responsible for a bulk of profit from sales; primarily through drive-in customers. However, to their dismay, managers found that there was practically no demand for breakfast items. Firstly, due to hot weather conditions, people sleep late and wake up late. Secondly, they do not eat burgers, and sausage or bacon is prohibited food. Also, drive-in business is not popular since people go to work at different periods of time. Explain the possible reason(s) behind such a decision and account for its/their failure.
Answer: When conducting research in a foreign country one has to be completely free from any kind of bias or prejudice. A person's home-country values and beliefs may consciously or unconsciously influence the assessment of a foreign culture or country. This is referred to as SRC (self-reference criterion). The SRC tendency underscores the importance of understanding the cultural environments of global markets. As in the above case, assumptions based on
home-country marketing success turned out to be wrong when applied in a Middle Eastern country.
A marketing program that is successful in one country does not guarantee success in another country. Thus, marketers must be aware of the SRC and its impact. Such awareness can have several positive effects. It can enhance management's willingness to conduct market research in the first place. Also, an awareness of SRC can help in ensuring the validity of research with minimal home-country or second-country bias. In other words, the research will have potentially useful results which managers will be able to accept and implement.
Diff: 2 Page Ref: 178-180
AACSB: Reflective Thinking
85) What are the secondary sources of data and how do these sources differ from primary sources? Give examples of sources from which secondary data can be obtained.
Answer: A low-cost approach to market research and data collection begins with desk research. There are a lot of secondary sources which are a good place to start. Data from census bureaus; government and private agencies; trade associations; chamber of commerce; published reports; academic institutions; and public libraries are not only extensive but can provide valuable information in a very cost-effective manner. All of these are considered as secondary sources since the data already exist and is not based on the research conducted by the company. Data obtained by conducting research by the company is considered as a primary source. This may also include company's unpublished reports and other financial data. Other secondary sources include the U.S. Government's National Trade Data Base (NTDB), an online resource from the Department of Commerce. Similarly there are other data which are published by almost most of the federal government agencies. Most countries compile data related to the gross national product (GNP), gross domestic product (GDP), consumption, investment, government expenditures, price levels, and import/export expenditures. Demographic data are available from the United Nations' agencies as well as other international agencies. The Statistical Yearbook of the United Nations contains global data on agriculture, mining, manufacturing, construction, energy production consumption, internal and external trade, health, housing, education and lot of other services. Similar data are collected by the U.S. Central intelligence Agency which publishes World Fact book. Other sources are the World Bank, the International Monetary Fund. The Economist and Financial Times regularly compile comprehensive surveys of regional and country markets and include them in their publications. Data from many of these sources are generally available in both print and electronic forms. There are also different country websites which also provide some useful information. Syndicated studies published by private research companies are another source of secondary data and information.
Diff: 2 Page Ref: 181-183
AACSB: Reflective Thinking
86) Discuss the guidelines submitted by David Arnold pertaining to the importance of data gathering for market research. Indicate the rationale behind each guideline.
Answer: David Arnold has offered certain guidelines for data gathering which are listed as follows:
(a) Multiple indicators should be used rather than a single measure. This approach will decrease the level of uncertainty for decision makers.
(b) Individual companies should develop customized indicators specific to the industry, product market, or business model. Such indicators should leverage a company's previous experience in global markets.
(c) Comparative assessments should always be conducted in multiple markets. Comparative assessment enables management to develop a "portfolio" approach in which alternative priorities and scenarios can be developed.
(d) Observations of purchasing patterns and other behavior should be weighed more heavily than reports or opinions regarding purchase intention or price sensitivity. Sometimes it is different to accurately survey consumer perceptions.
Diff: 2 Page Ref: 184-185
AACSB: Reflective Thinking
87) Grey China Advertising agency gathers a wealth of information about attitudes and buying patterns of Chinese in its Grey China Base Annual Consumer Study. Recent findings point to growing concerns about the future, Westernization of grocery purchases, growing market saturation, increasingly discerning customers and a rise in consumer willingness to try new products. These data can be very inconsistent since conflicting findings were reported by different agencies. For example, data gathered by Euromonitor International estimates soft-drink consumption at 23 billion liters in China, while Coca- Cola's in-house marketing research team places the figure at 39 billion liters. Similar differences were noted in other data published by different agencies. What is the best approach in such situations so that finite decisions can be made? What are the differences between latent and incipient markets?
Answer: These types of discrepancies are expected due to the research methodology, design, analyses and scores of other factors. In such situations, and in countries where such data are not available, researchers must first estimate the market size, the level of demand, or the rate of product purchase or consumption. A second research objective in existing markets may be assessment of the company's overall competitiveness in terms of product appeal, price, distribution, and promotional coverage and effectiveness. Researchers may be able to find out special aspects or weaknesses in competitors' way of doing business. Unserved market segments may also be discovered. In some instances, there is no existing market to research. Such potential markets can be further subdivided into latent and incipient markets. A latent market is, in essence, an undiscovered market segment. It is a market in which demand would materialize if an appropriate product or service were made available. In a latent market, demand is zero before the product is offered. An incipient market is a market that will emerge if a particular economic, demographic, political, or socio-cultural trend continues. A company is not likely to achieve satisfactory results if it offers a product in an incipient market before the trends have taken roots. After the trends have had a chance to unfold, the incipient market will become latent and, later, existing markets. Diff: 2 Page Ref: 185-186
AACSB: Reflective Thinking
广西民族大学相思湖学院 服务营销学段考试卷参考答案 一、名词解释（每题4分，共16分） 1、服务 服务是具有无形特征却可给人带来某种利益或满足感的可供有偿转让的一种或一系列活动。 2、顾客满意 是指企业的全部经营活动都是从满足顾客的需求出发，以提供满足顾客需要的产品或服务为企业的责任和义务，以满足顾客需要，是顾客满意成为企业的经营目的。 3、服务市场 是服务商品市场，是组织和实现服务商品流通的交换体系和销售网络，是服务生产、交换和消费的综合体。从其反应的经济关系来看，服务市场是参加服务商品交易活动的所有买者和卖者的集合。而对于一个服务企业而言，它的市场则是其特定的服务对象，即顾客。（1分）另外，服务市场也可以指某些有形的交易场所。（1分） 4、服务包 服务包是指在某种环境下，所提供的一种服务产品被认为是一个包裹，集合着各种利益和服务的提供。 二、填空题（每空2分，共20分） 1、服务营销组合7个要素是：传统的产品、价格、渠道、促销、人、有形展示、服务过程。 2、服务营销环境构成分为宏观服务环境、微观服务环境。 3、可供选择的定位方式有避强定位、迎头定位和重新定位。 4、服务产品的层次分为核心利益、基础产品、期望价值、附加价值、潜在价值五个层次。 三、判断题（每题4分，共20分） 1、服务营销组合中的人员（People）是指服务人员。( × ) 2、服务环境包括服务建筑、设施、信息资料等都是服务的有形提示物。( √ ) 3、从服务组织的目的与所有制角度看，社区志愿者服务是盈利性服务。(× ) 4、按地理因素细分市场是根据消费者工作和居住的地理位置进行细分的方法。( √ ) 5、饭店使用的“常客计划”是基本服务。(×) 四、简答题（每题6分，共24分） 1、服务营销学与市场营销学的差异？p21 答：(1)研究对象差异:市场营销学是以产品生产企业的整体营销行为作为研究对象。服务营
市场营销学试题及其答案 Last revision date: 13 December 2020.
市场营销学试题及其答案 【最新资料，WORD文档，可编辑】 市场营销学试题及其答案 市场营销学试题及其答案 《市场营销学》试卷A-04 考生注意： 、所有考题请回答在答题纸上，否则按无效试卷处理； 、请考生务必把年级、专业、班级、学号及姓名填写在答题纸上； 、本试卷共有5页八大题，请考生检查是否有缺页或损页； 、考试结束后，请将试题及答题纸同时交回。 年级：专业：班级：学号：姓名： 一、单项选择题（在每小题备选的四个答案中选择一个最合适的，并将选 中答案的字母填在答题纸上。每小题1分，共12分。） 、市场营销学“革命”的标志是提出了_________的观念。 ．以消费者为中心 B．以生产者为中心 ．市场营销组合 D．网络营销 、企业感知外部世界的常用手段是_________。 ．公共关系 B．市场营销 ．倾听 D．市场调研 、国内市场按_________可分为消费者市场、生产者市场、中间商市场及非营利组织市场。 ．购买动机 B．商品用途 ．购买心理 D．人口因素
、公关活动的主体是_________。 ．一定的组织 B．顾客 ．政府官员 D．推销员 、同类产品不同品牌之间差异小，消费者购买行为就_________。 ．简单 B．复杂 ．一般 D．困难 、服务是一种无形产品，它向顾客提供的是产品的_________，并不涉及所有权的转移。 ．所有权 D．使用权 、运用科学的方法，有目的有计划地收集、整理和分析研究有关市场营销方面的信息，提出解决问题的建议，供营销管理人员了解营销环境，发现机会与问题，作为市场预测和营销决策的依据，我们把它称之为_________。 ．营销信息系统 B．市场调研 ．市场预测 D．决策支持系统 、采用无差异性营销战略的最大优点是_________。 ．市场占有率高 B．成本的经济性 ．市场适应性强 D．需求满足程度高 、有能力对市场领导者采取攻击行动，有望夺取市场领导者地位的公司属于 _________。 ．强竞争者 B．市场挑战者 ．市场利基者 D．好竞争者 、注册后的品牌有利于保护_________的合法权益。 ．商品所有者 B．资产所有者 ．品牌所有者 D．产品所有者 、按照单位成本加上一定百分比的加成来制定产品销售价格的定价方法称之为_________定价法。 ．成本加成 B．目标 ．认知价值 D．诊断
6. 建立认知度、降低顾客购买风险感知、树立企业形象和沟通服务剧本与 角色，增加服务有形性从而增加服务的可靠性。这是服务企业在哪个 购买服务阶段需要做的。 A.购买前 B.消费中 C.购买后 D.以上都不是 7. 把服务体验的互动部分（可见）与支持部分（完全不可见）分 开，每一部分都含有相应的生产资源。 A.服务生产系统模型 B.服务剧场模型 C.服务产出模型 D.都不是 8. 又称为服务流程，是一种有效描述服务传递过程的可视技术， 是一个涵盖了服务传递全部处理过程的示意图。 A.服务蓝图 B. 流程设计 C. 信息控制 D. 服务流程 9. 是内部营销的对象。 A.服务人员 B. 企业员工 C. 基层人员 D. 管理层级 10. 通过方法可以为顾客提供成本低廉而且具有个性的产品。 A.大规模定制化 B.差异定制化 C.个性定制化 D.区别定制化 11. 服务传递过程中，不但对实际服务质量有影响，也会对感知服 务质量产生重要的影响。 A. 顾客的参与 B. 服务人员的素质 C. 服务环境的优劣 D. 顾客的态度 12. 利用来调整需求需要对细分市场、能力利用率和利润的复杂关 系有着足够的理解。 A. 产品策略 B. 促销策略 C. 价格策略 D. 定价策略
13. 通过来调整需求水平是常见方法。 A. 控制顾客数量 B. 价格的变化 C. 等待时间的调整 D. 服务时段的提示 14. 服务企业中占据主导地位的服务管理职能是_________。 A．营销职能 B．生产职能 C．人力资源职能 D．推销职能 15. 服务企业在对将要进入的国家进行选择时，不仅要考虑到该市场本身的 吸引力，还要考虑这个市场对_________的重要性。 A．服务质量提升 B．产品创新 C．企业全球性战略布局 D．全球顾客 16. 以_________为中心的设计是促使用户回访的关键因素。 A．网站 B．用户 C．服务 D．技术 二、多选题（在每小题的五个备选答案中选择正确答案前的字母 填到题干中的横线上，选错或没有选全的，不得分。每小题1分， 共10分） 1. 一般的，在服务接触中，顾客通常可以有哪些角色。 A.服务生产的合作者 B.服务过程的创造者 C.服务质量和满意的贡献者 D.服务供给的竞争者 E.服务产生的生产者 2. 服务剧场理论认为演出整体效果如何取决于哪些因素？ A.场景 B.演员 C.顾客 D.观众 E.表演的结果 3. 服务产品就是一系列有形和无形要素构成的服务提供过程，它包
一、单项选择题（在每小题备选的四个答案中选择一个最合适的，并将选中答案的字母填在答题纸上。每小题1分，共12分。） 1、顾客总价值与顾客总成本之间的差额就是_________。 A．企业让渡价值B．企业利润C．顾客让渡价值D．顾客利益 2、成本领先的核心是争取最大的_________，以达到单位产品成本最低，从而以较低的售价赢得优势。 A．市场增长B．市场份额C．市场盈利D．市场机会 3、20世纪90年代以来，一方面由于产品的同质化日益增强，另一方面是消费者的个性化、多样化日益发展，于是日渐兴起的4C观念，更新和强化了以_________为中心的营销组合。A．沟通B．宣传C．消费者需求D．质量 4、满足市场的需要，创造满意的顾客，是企业最为基本的___________。A．组织形式B．宗旨和责任C．主要职能D．营销观念 5、中间商所销售的不同花色品种的同类产品都是同一品牌或由同一厂家生产，这种产品组合策略是_________。 A．独家产品B．广度产品C．深度产品D．混合产品 6、服务产品包括核心服务、_________和辅助服务。 A．延伸服务B．便利服务C．售中服务D．同步服务 7、同一细分市场的顾客需求具有_________。 A．绝对的共同性B．较多的共同性C．较少的共同性D．较多的差异性 8、一般说来，“好”的竞争者的存在会给公司_________。A．增加市场开发成本B．带来一些战略利益 C．降低产品差别D．必然造成战略利益损失 9、成长期营销人员的促销策略主要目标是在消费者心目中建立_________争取新的顾客。A．产品外观B．产品质量《市场营销学》试卷A102 C．产品信誉D．品牌偏好 10、对于拥有良好声誉且生产质量水平相近产品的企业，宜采用的包装策略应是_________策略。 A．等级包装B．类似包装C．分类包装D．配套包装 11、某种产品和服务从生产者向消费者转移过程中，取得这种产品和服务的所有权或帮助所有权转移的所有企业和个人，被称为_________。 A．中间商B．分销渠道C．营销渠道D．中介机构12、公共关系是一项_________的促销方式。A．一次性B．偶然C．短期D．长期二、多项选择题（在每小题的五个备选答案中至少有两个是正确的，请选出所有正确的答案，并把答案的字母填在答题纸上。错选、多选或漏选均不得分，每小题1分，共8分。） 1、构成战略环境的因素很多，可分为_________因素。 A．主体环境B．主观环境C．一般环境D．地域环境E．客观环境 2、信息按照内容可划分为三类，它们是_________。A．传闻B．消息C．隐私D．资料E．知识 3、市场领导者扩大总需求的途径有_________。 A．攻击挑战者B．开发新用户 C．击倒利基者D．寻找产品新用途E．增加使用量 4、影响企业定价的主要因素有___________等。A．定价目标B．产品成本C．市场需求D．经营者意志E．竞争者的产品和价格 5、推销员应具备的知识有以下哪几个方面________A．企业知识B．产品知识C．市场知识
《网络营销》试卷及答案 一、选择题（每小题1分，共20分） 1、产品生命周期始于研究与开发环节，从进入市场到退出市场，一般分4个阶段。以下那个顺序是正确的（ D ） A 成长期、介绍期、成熟期、衰退期 B 衰退期、介绍期、成熟期、成长期 C 衰退期、成长期、介绍期、成熟期 D 介绍期、成长期、成熟期、衰退期 2、根据市场营销学理论，营销市场由三要素组成。下列不属于营销市场三要素的是（ C ） ； A 消费主体 B 购买力 C 购买环境 D 购买欲望 3、（ A ）是实施网络软营销中的两个基本出发点。 A 网络社区和网络礼仪 B 网络社区和虚拟市场 C虚拟市场和网络礼仪 D网络社区和网络消费者 4、目前国内的商业Internet服务商基本有3种发展模式，提供纯粹的网上信息的网站属于（ C ）。 A IAP+ICP B ISP+ICP C ICP D ISP+IAP 5、网络营销就是（ B ） A营销的网络化B利用Internet 等电子手段进行的营销活动 ， C 在网上销售产品 D 在网上宣传本企业的产品 6、建立一个虚拟的商店，在网上展示商品，进行网上的促销活动。该类网站称为（ D ） A 销售服务性站点 B 信息手册性站点 C 娱乐驱动性站点 D 在线销售性站点 7、一般来说，在中介控制型营销策略中，中介方向（ B ）收取一定的交易费用。 A 买方 B 卖方 C 买卖双方 D 免费 8、Internet对企业营销影响最大的是对（ B ）的影响。 A 企业采购渠道 B 企业营销渠道 C 企业管理 D 企业运输渠道 / 9、将凋查问卷的HTML文件附加在一个或几个网络站点的Web上，由浏览这些站点的网上用户在此Web上回答调查问题的方法是（ A ）。 A 站点法 B 电子邮件法 C 随机IP法 D 视讯会议法 10、网上间接调查方法有（ A ）。 A 利用搜索引擎、访问相关网站和利用相关的网上数据库 B 利用搜索引擎、访问相关网站和实验法 C 利用搜索引擎、利用网络服务器收集资料和访问相关网站
《营销技巧》试题及答案 一、判断题： ３、您打算把您的产品或者服务销售给谁，谁有可能购买您的产品，谁就是您的潜在客户，它具备两个要素：用得着和买得起。T ４、寻找潜在客户遵循的“MAN”原则中“Ａ”： AUTHORITY，代表购买“决定权”。该对象对购买行为有决定、建议或反对的权力。 T ６、通过参加公益活动来创建客户关系只能让客户经理结交层次较低的准客户群。F ７、接近客户有很多种方式：电话、信函、电子邮件、手机短信和面对面接触等。T ８、接近客户在专业销售技巧上，我们定义为“由接触潜在客户，到切入主题的阶段。”T ９、接近客户技巧的第一个目标就是先将自己销售出去。T １０、短信联络是第一次与客户沟通的最好办法。F １１、拨通陌生客户电话后，如果没有人接听，不要轻易放下电话，或许客户现在不方便接听，可以让电话多响一会儿。 F １２、我们在电话上与客户谈话时不需要面带笑容，因为对方看不到。F １３、所谓Cold-call就是打电话作陌生拜访，您和对方并不认识，通过公用电话本或其它渠道得到的电话名录一个一个的进行电话联系。T １４、一般来说，打电话找人的时间，最好是早上9点至10点，或者下午2点至4点。T １５、引起客户的注意处于客户购买心理的第一个阶段。T １６、与客户的直接沟通和交流涉及到三个方面：说什么、如何说和取得别人的理解。 T １７、所谓FFAB代表的是，Feature:产品或解决方法的特点、Function:因特点而带来的功能、Advantage:这些功能的优点、Benefits:这些优点带来的利益。T １８、开放式问题是为了得到简短的答案。F
１９、向客户提供满意方案这个任务一共包含两个步骤：要清楚地了解客户的需求、要说明某种产品或服务的效益如何能够满足这些需求。T 20、警示讯号是客户显示对你的产品或服务有强烈兴趣的一言一行。F 21、在销售过程中，客户不断地看手表，这属于非口头警示讯号。T 22、就象购买讯号一般，警示讯号也可以是口头、非口头，或两者综合。T 23、“那么，林先生！如果我找到一个稳定获利的理财工具，你今天就可以把它买下来吗？”这是试探性成交技巧的典型例子。T 24、购买和警示讯号只在成交阶段才会显现，在销售过程其它阶段不可能出现。F ２５、当你在销售过程中遭遇到障碍时，最好的做法就是问一些好的问题，找出真正的问题所在。T ２６、与客户语言沟通时应使用敬语、音量适中、语速不要过快并尽量使用第二人称询问客户。F ２７、发卡的营销比用卡营销更重要。F ２８、大堂经理（包括引领员、业务咨询员），对需要分流和咨询的客户承担着一定的产品推介和交叉销售职能。T ２９、高柜柜员向低柜服务区推荐潜在交叉销售客户时，需填写“客户推荐单”，客户执“客户推荐单”可直接到低柜服务区寻求服务，但仍然需要排队，并没有优先被服务的权利。F ３０、从接近客户、调查、产品介绍、示范操作、提出建议书到签约的每一个销售步骤，客户都有可能提出异议。T 二、单项选择题： １、销售流程的各个环节包括：、有效拉近与客户距离、确认客户需求、成功说服客户、异议处理以及最终提供满意方案等。 Ａ、如何寻找客户 Ｂ、了解自己银行的产品 Ｃ、加强服务意识 Ｄ、制定销售计划
第一题解释下属名词(每小题4分) 1. 市场营销：是个人和群体通过创造产品和价值,并同他人进行交换已获得所需所欲的一种社会及管理过程。 2.市场细分：指企业通过市场调研，依据一定的标准，把整体市场划分为若干个子市场的市场分类过程。 3. 品牌：是一个或一群生产者、经营者，为了识别其产品，并区别于其他竞争者，所用的一种具有显著特征的标记。 4. 数量折扣：又称批量作价，是企业对大量购买产品的顾客给予的一种减价优惠。 5. 广告狭义广告的定义为：“广告是广告主以付费的方式，通过公共媒介对其商品或劳务进行宣传，借以向消费者有计划地传递信息，影响人们对所广告的商品或劳务的态度，进而诱发其行动而使广告主得到利益的活动 第二题单项选择题(每题2分，共20分) 1、需求是指人们有能力购买并愿意购买某个(种)具体产品的愿望，也就是说，需求可表示为_____________。 C A、欲望需要 B、需要购买力 C、欲望购买力 D、欲望人数 2、“寻求品种的购买行为”就是指消费者购买特定产品时，面对的市场情况为：“品牌差异”_______，而其的“购买介入程度”又_______。 B A、大高 B、大低 C、小高 D、小低 3、分别为若干不同的细分市场设计不同的产品或服务，并采用不同的营销组合，就是目标市场营销战略中的_______战略。B
A、无差异 B、差异 C、集中 D、部分差异 4、引入期的“快速掠取战略”是指采用_______促销和_______订价。D A、高低 B、低高 C、低低 D、高高 5、顾客主要想通过购买努力在市场上寻找到价格更便宜的产品，属于消费品分类中__B_____品中的异质品。 A、方便 B、选购 C、耐用 D、特殊 6、按照订价的“3C模型”原理，企业确定价格时，应该使制定出来的价格与竞争者的价格有相同的___D____。 A、成本利润率 B、利润水平 C、价值 D、价值价格比 7、一般说来，产品的价格越贵，就越应该使用____C___渠道。 A、较长 B、密集性 C、较短 D、独家分销 8、生产制造商向最上级渠道成员实施营销刺激，由此逐级带动渠道成员多进货和向顾客销售产品的促销作法称为____B___战略。 A、拉 B、推 C、整体 D、顾客 9、要求市场营销者在制定市场营销政策时，要统筹兼顾三方面的利益，即企业利润、消费者需要的满足和社会利益，这是___B____。 A、推销观念 B、社会市场营销观念 C、生产观念 D、市场营销观念 10、康佳电视中的“康佳”二字是___B____。 A.招牌 B.品牌名称 C.品牌标志 D.都不是 第三题、简答题
市场营销试题及答案 一、单项选择题 1、市场营销的核心是（C）。 A生产B分配C交换D促销 2、从总体上看质量改进方案通常会增加企业的（B）。 A成本B盈利C无形资产D以上答案都不对 3、（C）是指企业利用多种信息载体与目标市场进行沟通的传播活动包括广告、人员推销、营业推广与公共关系等等。 A产品B定价C促销D分销 4、消费者的购买单位是个人或（B）。 A集体B家庭C社会D单位 5、服务是一方向另一方提供的基本上是（B）并且不导致任何所有权的产生。 A有形产品B无形的任何活动或利益C物质产品D实体产品 6、按照不同的职能非营利组织可分为（D）。 A履行国家职能的非营利组织B促进群体交流的非营利组织C提供社会服务的非营利组织 D AB 和C 7、在产品生命周期的投入期消费品的促销目标主要是宣传介绍产品刺激购买欲望的产生因而主要应采用（A）促销方式。 A广告B人员推销C价格折扣D营业推广 8、（C）差异的存在是市场细分的客观依据。 A产品B价格C需求偏好D细分 9、企业要通过攻击竞争者而大幅度的扩大市场占有率应攻击（D）。 A近竞争者B “坏”竞争者C弱竞争者D强竞争者
10、威胁水平高而机会水平低的业务是（D）。 A理想业务B冒险业务C成熟业务D困难业务 11、为鼓励顾客购买更多物品企业给那些大量购买产品的顾客的一种减价称为（B）。 A功能折扣B数量折扣C季节折扣D现金折扣 12、向最终消费者直接销售产品和服务用于个人及非商业性用途的活动属于（A）。 A零售B批发C代理D直销 二、多项选择题 1、市场营销理论在中国的传播和发展大致有以下几个阶段__ ABDE ________ 。A20世纪三、四十年代的首次引入 B1978 1983年的再次引入 C1984年以来的发展创新 D1984 1994年的广为传播 E1995年以来的发展和创新 2、市场营销环境的特征是 ___ ABCE _____ 。 A客观性B差异性C多变性D稳定性E相关性 3、市场营销信息系统由__ABCE _______ 构成。 A内部报告系统B外部报告系统C营销情报系统D营销调研系统E营销分析系统4、产品可以根据其耐用性和是否有形进行分类大致可分为__CDE _____ 。 A高档消费品B低档消费品C耐用品D非耐用品E劳务
市场营销学试卷及答案详解（十四） 一、填空题 ( 每空 1 分，共 16 分 ) 1. 生产资料购买活动有 _____________ 、 _____________ 和新任务购买型三种类型。 2. 产品满意程度取决于产品购买前的 _____________ 和产品使用后所表现出来的 _____________ 的接近程度。 3. 采用新技术创新策略创名牌，可以通过_____________ 策略和_____________ 策略两种途径。 4. 产品包装按其作用可分为 _____________ 和 _____________ 两大类。 5. 新的科技发展对企业的生存和发展来说，既是一种新产品的_____________ ，又是一种淘汰老产品的“毁灭性力量”。 6. 需求导向定价法主要有 _____________ 和 _____________ 两种。 7. 国际营销区别于国内营销的最重要内容之一是 _____________ 。 8. 在采购总量一定的基础上，采购批量与 _____________ 成正比关系。 9. 广告的销售效果分析方法主要有 _____________ 和 _____________ 。 10. 产品的 _____________ 是生产者市场细分最常用的标准。 二、判断题 ( 判断下列各题，正确的在题后括号内打“√”，错的打“×”。每小题 1 分，共 10 分 ) 1. 在垄断竞争情况下，企业宜将自己的产品价格定得与市场均衡价格差别不大。（） 2. 企业应密切关注对企业影响的严重性大、且出现率高的环境威胁。（） 3. 国际企业运用转移价格策略的主要目的是评价各子公司的经营状况。（） 4. 一个品牌已拥有广大忠诚顾客，即使其产品已历经更新换代，但品牌的领导地位可经久不衰。（） 5. 新产品的较晚购买者，往往对新事物抱怀疑态度，在新产品购买前须经深思熟虑，不易改变原来的消费方式。（） 6. 有效的细分市场应具备可测量性、可进入性和实效性等特征。（）
《市场营销学》试卷A-0 1 考生注意： 1、所有考题请回答在答题纸上，否则按无效试卷处理； 2、请考生务必把年级、专业、班级、学号及姓名填写在答题纸上； 3、本试卷共有4页八大题，请考生检查是否有缺页或损页； 4、考试结束后，请将试题及答题纸同时交回。 年级：专业：班级：学号：姓名： 一、单项选择题（在每小题备选的四个答案中选择一个最合适的，并将选中答案的字母填在答题纸上。每小题1分，共12分。） 1、市场营销的核心是_________。 A．生产B．分配 C．交换D．促销 2、从总体上看，质量改进方案通常会增加企业的_________。 A．成本B．盈利 C．无形资产D．以上答案都不对 3、_________是指企业利用多种信息载体，与目标市场进行沟通的传播活动，包括广告、人员推销、营业推广与公共关系等等。 A．产品B．定价 C．促销D．分销 4、消费者的购买单位是个人或_________。 A．集体B．家庭 C．社会D．单位 5、服务是一方向另一方提供的基本上是_________，并且不导致任何所有权的产生。 A．有形产品B．无形的任何活动或利益 C．物质产品D．实体产品 6、按照不同的职能，非营利组织可分为_________。 A．履行国家职能的非营利组织B．促进群体交流的非营利组织 C．提供社会服务的非营利组织D．AB和C 7、在产品生命周期的投入期，消费品的促销目标主要是宣传介绍产品，刺激购买欲望的产生，因而主要应采用_________促销方式。 A．广告B．人员推销 C．价格折扣D．营业推广 8、_________差异的存在是市场细分的客观依据。 A．产品B．价格 C．需求偏好D．细分 9、企业要通过攻击竞争者而大幅度的扩大市场占有率，应攻击_________。 A．近竞争者B．“坏”竞争者 C．弱竞争者D．强竞争者 10、威胁水平高而机会水平低的业务是_________。 A．理想业务B．冒险业务 C．成熟业务D．困难业务 11、为鼓励顾客购买更多物品，企业给那些大量购买产品的顾客的一种减价称为
《市场营销学》试卷A-03 考生注意： 1、所有考题请回答在答题纸上，否则按无效试卷处理； 2、请考生务必把年级、专业、班级、学号及姓名填写在答题纸上； 3、本试卷共有5页八大题，请考生检查是否有缺页或损页； 4、考试结束后，请将试题及答题纸同时交回。 年级：专业：班级：学号：姓名： 一、单项选择题（在每小题备选的四个答案中选择一个最合适的，并将选中答案的字母填在答题纸上。每小题1分，共12分。） 1、市场营销学作为一门独立的经营管理学科诞生于20世纪初的___C______。 A．欧洲 B．日本 C．美国 D．中国 2、从组织创新的角度看，传统企业组织（有的学者称之为“命令──控制式组织”）的致命弱点是____D_____。 A．高度集权 B．效率低下 C．执行过时的营销观念 D．阻碍市场知识的积累及其在组织内部的广泛传播 3、与企业紧密相联，直接影响企业营销能力的各种参与者，被称为___C_____。 A．营销环境 B．宏观营销环境 C．微观营销环境 D．营销组合 4、反映广告费用与商品销售额之间的比例关系的指标，被定义为广告的___D______。 A．社会效果 B．本身效果 C．直接效果 D．促销效果 5、____D_____指存在于人体内驱使人们产生行为的内在刺激力，即内在需要。 A．刺激物 B．诱因 C．反应D．驱使力 6、____D_____是指环境中不利于企业营销的因素的发展趋势。 A．风险业务 B．市场机会 C．困境业务D．环境威胁 7、运用直线趋势法对某商场连续7年的营业额建立的直线趋势方程为Y=0.5+0.3x（亿元），则第8年可能实现的营业额预测值是____D_____。 A．2.6亿元 B．2.9亿元 C．0.8亿元 D．1.7亿元 8、依据目前的资源状况能否通过适当的营销组合去占领目标市场，即企业所选择的目标市场是否易于进入，这是市场细分的____B_____原则。 A．可衡量性 B．可实现性 C．可赢利性 D．可区分性
期末试卷 (A)市场营销学 总分六三四五一题号二 得分 分）分，共15一、名词解释（每题3、市场细分：1 2、分销渠道： 3、市场定位： 4、差别市场策略： 、市场预测：5 分）1分，共20二、单项选择题（每题）企业应把促销规模降到最低限度，以保证足够的利润收入。、在（ D 1 B．产品成长期A．产品导入期 D．产品衰退期C．产品成熟期、用料与设计精美的酒瓶，在酒消费之后可用作花瓶或凉水瓶，这种包装2。 D ）策略是（．类似包装 A B．附赠品包装．分组包装C．再使用包装D． 3、希望得到一定的社会地位，希望得到社会的承认，这种需要属（ D ） A．生理需要 B．安全需要 C．社会需要 D．尊重需要 4、市场细分的基本标准是（ C ） A．市场的可衡量性 B．目标市场的有效性 C．消费者需求的差异性 D．市场的相对稳定性 5、对于同质产品或需求上共性较大的产品，一般应实行（ C ） A．集中性市场营销 B．差异性市场营销 C．无差异性市场营销 D．维持性市场营销 6、顾客购买某种产品最根本的目的是为了获得（ A ） A．产品核心 B．产品形式 C．产品附加 D．产品组合 7、在原有产品的基础上，采用或部分采用新技术、新材料、新工艺研制出来的新产品，叫做（ B ） A．改进产品 B．换代产品 C．升级产品 D．仿新产品 8、市场营销组合中的4P'S是指（ A ） A．产品、价格、地点、促销 B．产品、价格、政治力量、促销 C．探查、分割、优选、定位 D．价格、地点、人力、公共关系 9、分销渠道的起点和终点是（ B ） A．中间商、消费者 B．生产者、消费者 C．生产者、中间商 D．中间商、生产者
一、名词解释 1、市场经营观，又称营销管理观，是贯彻于企业市场营销活动的指导思想，也就是企业决策人员、营销人员的经营思想或商业观，它概括了一个企业的经营态度和思维方式。 2、市场营销近视：是指在市场营销管理中缺乏远见，只看见自己的产品质量好，看不见市场需要在变化，最终使企业经营陷入困境。 3、组织市场：所谓组织市场是由所有非个人消费者的团体组织构成的市场，包括生产企业、服务企业、商业企业、政府机构、民间团体及各种非盈利组织。 4、微观环境：是指对企业服务其顾客的能力构成趋势影响的各种力量，包括企业本身及其市场营销渠道企业、市场、竞争者和各种公众，这些都会影响企业为其目标市场服务的能力。 5、市场细分：所谓市场细分，就是营销者通过市场调研，依据消费者（包括生活消费者、生产消费者）的需要与欲望、购买行为和购买习惯等方面的明显的差异性，把某一产品的市场整体划分为若干个消费者群（买主群）的市场分类过程。 6、市场定位：指企业为了使自己生产或销售的产品获得稳定的销路，要从各方面为产品培养一定的特色，树立一定的市场形象，以求在顾客心目中形成一种特殊的偏爱。 7、市场营销组合：所谓市场营销组合是指企业针对选定的目标市场综合运用各种可能的市场营销策略和手段，组合成一个系统化的整体策略，以达到企业的经营目标，并取得最佳的经济效益。 8、产品生命周期：所谓产品生命周期，就是指产品从进入市场到被淘汰的全过程，也就是产品的市场生命周期。 9、分销渠道：所谓分销渠道，也称营销渠道和配销通路，指产品从制造者手中转至消费者手中所经过的各中间商连接起来形成的通道。 10、物流管理：所谓物流管理，就是通过计划、执行和控制，使原材料和制成品在适当的时间和地点达到用户手中。 11、客户关系管理：所谓客户关系管理（CRM）是指通过培养企业的最终客户、分销商和合作伙伴对本企业及其产品更积极的偏爱或偏好，留住他们并以此提升企业业绩的一种营销策略。 12、企业发展战略：所谓企业发展战略或称企业战略，是企业为实现各种特定目标以求自身发展而设计的行动纲领或方案，它涉及到企业发展中带有全局性、长远性和根本性的问题。 13、产品组合策略：就是企业根据市场需求和自身的条件，对产品组合的广度、长度、深度和关联度方面进行选择和调整的决策。 14、品牌：品牌是商品的商业名称，是由企业独创的，具有显著特征的，用以识别卖主的产品的某一名词、术语、标记、符号、设计或它们的组合，其基本功能是把不同企业之间的同类产品区别开来，使竞争者之间的产品不至发生混淆。完整的品牌包括品牌名称和品牌标记两部分。 15、集团多样化：是指企业通过投资或兼并等形式，把经营范围扩展到多个新兴部门或其他部门，组成混合型企业集团，开展与现有技术、现有产品、现有市场无联系的多样化经营活动，以寻求新的增长机会。 16、批发商，凡是将商品卖给那些为转卖或加工、生产而购买的组织客户的商业活动均称为批发，以批发经营活动为主业的企业和个人就是批发商。 17、生产者市场：又叫产业市场，是指一切购买产品和服务并将之用于生产其他产品或劳务，以供销售、出租或供应给他人的个人和组织。 18、沟通，是指企业将其产品及相关的有说服力的信息告知目标顾客，以达到影响目标顾
《市场营销学》试卷 考生注意： 1、所有考题请回答在答题纸上，否则按无效试卷处理； 2、请考生务必把年级、专业、班级、学号及姓名填写在答题 纸上； 3、本试卷共有4页八大题，请考生检查是否有缺页或损页； 4、考试结束后，请将试题及答题纸同时交回。 一、单项选择题（在每小题备选的四个答案中选择一个最合适的，并将选中答案的字母填在答题纸上。每小题1分，共12分。） 1、职能研究法属于的范畴。 A．传统研究法 B．管理研究法 C．历史研究法 D．系统研究法 2、战略经营单位是企业值得为其专门制定一种经营战略的经营单位。 A．最大 B．最小 C．一般 D．盈利 3、对单位价值高、性能复杂、需要做示范的产品，通常采用策略。 A．广告 B．公共关系 C．推式 D．拉式 4、由于服务是无形的，是对服务水平和服务质量的可见性展示。 A．服务本身 B．价格 C．分销商 D．促销 5、一般说来，消费者经由获得的信息最多。 A．公共来源 B．个人来源 C．经验来源 D．商业来源 6、对一种现有产品进行适当变动，以适应国际市场不同需求
的策略称为。 A．产品延伸策略 B．产品适应策略 C．产品扩展策略 D．产品变动策略 7、为了弄清市场变量之间的因果关系，收集有关市场变量的数据资料，运用统计分析和逻辑推理等方法，判明变动原因和结果以及它们变动的规律，这是属于。 A．探测性调研 B．描述性调研 C．因果关系调研 D．定期性调研 8、市场定位是在细分市场的位置。 A．塑造一家企业 B．塑造一种产品 C．确定目标市场 D．分析竞争对手 9、企业在考虑营销组合策略时，首先需要确定生产经营什么产品来满足的需要。 A．消费者 B．顾客 C．社会 D．目标市场 10、顾客购买商品的实质是购买某种。 A．特征 B．用途 C．功能 D．利益 11、认识需要是生产者用户购买决策的。 A．终点 B．中间点 C．起点 D．以上都不是 12、当目标顾客人数众多时，生产者倾向于利用。 A．长而宽的渠道 B．短渠道 C．窄渠道 D．直接渠道 二、多项选择题（在每小题的五个备选答案中至少有两个是正确的，请选出所有正确的答案，并把答案的字母填在答题纸上。错选、多选或漏选均不得分，每小题1分，共8分。） 1、为了向顾客提供优质服务并使其高度满意，企业必须加强对其核心业务流程的管理，使各有关职能部门尽力投入和合作。一般来说，企业核心业务流程主要有。 A．新产品实现流程 B．生产管理流程 C．存货管理流程 D．订单——付款流程E．顾客服务流程 2、消费者知觉经历如下几个过程。
《服务营销管理》 一、填空题： 1．服务产品具有区别于实物产品的4个主要特点，具体包括【无形性、异质性、不可分性、易逝性（不可储存性）】。 2．服务质量区别于实物产品质量特点是【主观性、过程性、整体性】。 3．服务营销组合新增的三个营销要素是【人员，过程，有形提示】。 4．根据期望水平的高低可以将服务期望分为【理想服务，宽容服务，合格服务】三大类。 5．服务感知的内容一般包括【可靠性，反应性，保证性，移情性（关怀性），有形性】五个层面的服务质量。 6．顾客对服务的满意度取决于顾客对服务质量的【实际感知】与其【期望】之间的差距。 7．在服务质量差距模型中，存在着【五】种差距，其中，服务质量差距是指顾客对【服务期望】与【服务感知】的差距，差距4是指【服务承诺】与【服务实绩】之间的差距。 8．交易营销追求的是【短期】的一次性的利益，而关系营销追求的是【长期】的和可持续的利益。9．关系营销的三种策略是【财务性】关系营销、【社交性】关系营销、【结构性】关系营销。10．服务标准化营销的内容包括【顾客期望调研，服务标准拟定，服务标准评估，服务标准实施】。11．服务创新的类型有【全新型服务创新，替代型服务创新，延伸型服务创新，拓展型服务创新，改进型服务创新，包装型服务创新】。 12．服务蓝图在结构上由4个区域和【3】条界线组成。4个区域是【顾客活动，前台活动，后台活动，支持性活动】。 13．将顾客活动区域与前台活动区域之间的分界线称为【交际线】；将前台活动区域与后台活动区域之间的分界线称为【能见度界线】。 14．服务内部营销的内容主要包括【人员招聘，人员发展、内部支持，留住人才】。 15．服务中间商主要有【特许服务商，服务代理商，服务经纪人】等。 16．服务机构管理中间商的策略可以有三种，包括【控制策略，授权策略，合作策略】。 17．服务时间调节包括【调整服务时间，建立预订系统，告示高峰时间，灵活的用工制度】以及全天候营销和假日营销。】 18．服务承诺营销包括【服务承诺设计，服务承诺履行】。 二、单项选择题： 1．在服务营销中，服务产品质量难以实施标准化的主要原因源于服务特性中的（ C ）。A．无形性 B．不可储存性 C．差异性 D．不可分性 2．服务需求与服务企业生产能力难以匹配的主要原因是由服务的（ B ）造成的。 A．无形性 B．易逝性 C．差异性 D．不可分性 3．服务的最显著特点是具有无形性，它给服务营销带来的影响是（ B ）。 A．服务质量控制的难度较大 B．服务不容易向顾客展示或沟通 C．供求矛盾大 D．顾客参与服务过程 4．在同一学期中，某大学的李教授和王教授分别承担着两个班的英语课的教学，但两个班学生的反应却大不相同，这是由于服务的（ B ）引起的。 A.无形性 B.差异性 C.不可储存性 D.不可分性 5．服务营销人员对顾客进行教育与管理的最主要原因是由服务的（ D ）引起的。 A．无形性 B．不可储存性 C．差异性 D．不可分性
2018年10月高等教育自学考试全国统一命题考试 市场营销学试卷 (课程代码00058) 本试卷共5页，满分l00分，考试时间l50分钟。 考生答题注意事项： 1．本卷所有试题必须在答题卡上作答。答在试卷上无效，试卷空白处和背面均可作草稿纸。2．第一部分为选择题。必须对应试卷上的题号使用2B铅笔将“答题卡”的相应代码涂黑。3．第二部分为非选择题更真题资料请咨询Q或微信28225803。必须注明大、小题号，使用0．5毫米黑色字迹签字笔作答。 4．合理安排答题空间，超出答题区域无效。 第一部分选择题 一、单项选择题：本大题共20小题，每小题l分，共20分。在每小题列出的备选项中 只有一项是最符合题目要求的，请将其选出。 1．“北方”油漆厂推出多种无甲醛、无苯的绿色环保油漆，获得消费者的普遍好评，其持有的市场营销哲学类型是 A．生产导向 B．产品导向 C．推销导向 D．社会营销导向 2．某5A景区“十一”长假期间通过收取高额门票的方式控制入园游客数量，此时该景区所面临的市场需求状态是 A．负需求 B．潜在需求 C．过量需求D．下降需求 3．企业经常通过各种方式与顾客联系、沟通，不断向顾客提供关于企业产品的各种信息，以促进新产品的销售，这在关系营销层次中属于 A．基本型关系 B．主动型关系 C．责任型关系 D．响应型关系 4．某图书音像商店通过摄像机观察消费者的购买行为，这种收集一手资料的方法是 A．观察法 B．实验法 C．专家调查法 D．深度小组座谈法 5．市场营销信息系统中，营销管理人员用来了解日常有关企业外部营销环境发展的各种信息来源的系统是 A．内部报告系统 B．营销情报系统 C．营销调研系统 D．营销决策支持系统 6．某企业生产的“智能变频”空调市场份额与其最大的竞争对手相比处于优势地位，且其市场成长率超过10％，则该战略业务单位属于 A．明星类业务 B．问题类业务 C．金牛类业务 D．瘦狗类业务 7．“中远”轮胎厂为了确保获取优质且稳定的橡胶资源而收购了一家橡胶厂，这种一
《卷烟服务营销》试题 注意事项 1、考试时间：90分钟。 2、满分100分。 一、单项选择题(每题1分，共27分） 1、企业决策、将客户分类以及营销人员开展工作的基础是（ B ） A、客户满意 B、客户信息 C、客户配合 D、客户忠诚 2、根据国家局零售客户分类标识，乡村中型规模超市的标识为（ C ） A、XN2 B、CS1 C、XS2 D、CS2 3、评估零售客户的卷烟销售经营饱和度，是指对零售客户的（ B ）进行评估。 A、贡献度 B、成长度 C、影响力 D、支持度 4、针对当前价值比较高，而潜在价值比较低的次价值客户，公司应采取（ A ）服务策略。 A、保证在他们身上足够的财力、精力投入，加强监督检查力度，提高其合作程度 B、投入适当的资源再造双方关系，促进其成为价值客户。 C、挖掘他们的潜力，努力提高经营成长度。 D、把重要资源投入到保持和发展这类客户的关系上。 5、将客户需求分类，该项需求即使不被满足，客户也无所谓；但一旦被满足，客户会十分满意，该需求是（ A ） A、惊喜型需求 B、期望型需求 C、基本型需求 D、保健型需求 6、“客户满意度提升”是属于服务目标里面的（ B ） A、感性目标 B、整体目标 C、理性目标 D、细化目标 7、服务监测的方法中，现场调查的方法包括询问法、观察法和（ A ） A、实验法 B、访谈法 C、案例分析法 D、留置调查法 8、零售客户提出申请增量、申请调整类别或者一些非卷烟经营的需求，这些都属于（ C ） A、服务需求 B、情感需求 C、成长需求 D、利润需求 9、在服务蓝图的分界线中，把客户能看到的服务行为与看不到的行为分开的是（ B ) A、外部互动分界线 B、可视分界线 C、内部互动分界线
《市场营销学》试题及答案（一）单项选择题（在下列每小题中，选择一个最合适的答案。） 1．企业在考虑营销组合策略时，首先需要确定生产经营什么产品来满足的需要。 A．消费者 B．顾客 C．社会 D．目标市场 2．每种产品实质上是为满足市场需要而提供 的。 A．服务 B．质量 C．效 用 D．功能 3．影响购买材料和部件的最重要因素是——和供应商的可信度。 A．质量 B．品种 C．规格 D．价格 4．由于供应品的标准化，顾客对它无强烈的品牌追求，因此，影响顾客购买的主要因素是价格和。 A．质量 B．品种 C．服务 D．功能 5．产品组合的宽度是指产品组合中所拥有的数目。 A．产品项目 B．产品线 C．产品种类 D．产品品牌 6．产品组合的长度是指的总数。 A．产品项 目 B．产品品种 C．产品规格 D．产品品牌 7．产品组合 的是指一个产品线中所含产品项目的多少。 A．宽 度 B．长度 C．关联度 D．深度 8．产品生命周期由——的生命周期决定。 A．企业与市场 B．需求与技术 C．质量与价格 D．促销与服务 9．导人期选择快速掠取策略是针对目标顾客 的 A．求名心理 B．求实心理 C．求新心 理 D．求美心理 10．成长期营销人员的促销策略主要目标是在消费者心目中建立争取新的顾客。 A．产品外观 B．产品质量 C．产品信 誉 D．品牌偏好 11．大多数企业开发新产品是改进现有产品而非创 造。 A．换代产品 B．全新产品 C．仿制产品 D．最新产品 12．新产品开发的产品构思阶段，营销部门的主要责任是、激励及提高新产品构思。 A．收 集 B．调查 C．寻找 D．评价 13．处于市场不景气或原料、能源供应紧张时期，产品线反而能使总利润上升。 A．增加 B．扩充 C．延伸 D．缩减 14．期望产品，是指购买者在购买产品时，期望得到与密切相关的一整套属性和条件。 A．服务 B．质量 C．产品 D．用途 15．非渴求商品，指消费者不了解或即便了解也——的产品。 A．很想购买 B．不想购买 C．渴求购买 D．即刻购买【参考答案】 1．D 2．A 3．D 4．C 5．B 6．A 7．D 8．B 9．C 10．D 11．B 12．C 13．D 14．C 15．B （二）多项选择题（下列各小题中正确的答案不少于两个，请准确选出全部正确答案。） 1．产品可以根据其耐用性和是否有形进行分类，大致可分为三类。 A．高档消费 品 B．低档消费品 C．耐用品 D．非耐用品 E．劳务 2．劳务具有的特点。 A．无形性 B．满足感C．易变性 D．不可分离性 E．不可储存性 3．因为农产品具 有特点，所以销售时，需要采取特殊的营销措施。A．标准性 B．易腐性 C．无形性 D．季节性 E．耐用性 4．产品