Global Marketing, 6e (Keegan/Green)
Chapter 12 Global Marketing Channels and Physical Distribution
1) Supermarkets and convenience stores comprise just two of the many elements that make up distribution channels around the globe.
Answer: TRUE
Diff: 1 Page Ref: 365
2) The first channel alternative for manufacturers is to market directly to buyers via the Internet. Answer: TRUE
Diff: 2 Page Ref: 366
AACSB: Analytic Skills
3) E-bay pioneered a form of online commerce known as p-to-p or peer-to-peer marketing whereby individual consumers market products to another individual.
Answer: TRUE
Diff: 2 Page Ref: 366
AACSB: Reflective Thinking
4) E-bay assists large companies such as Disney and IBM in setting up online "storefronts" to sell items for fixed prices in addition to conducing b-to-c auctions.
Answer: TRUE
Diff: 2 Page Ref: 367
AACSB: Reflective Thinking
5) Nestlé is using an innovative approach to distribution in Brazil with a program of door-to-door selling in high-income neighborhoods.
Answer: FALSE
Diff: 2 Page Ref: 367
AACSB: Reflective Thinking
6) In Japan, the biggest barrier facing U.S. auto manufacturers is that half the cars that are sold each year are sold door-to-door.
Answer: TRUE
Diff: 2 Page Ref: 367
AACSB: Reflective Thinking
7) Distribution channels for automobiles in Japan and the United States are similar in that most car buyers in both countries visit dealerships before making a purchase.
Answer: FALSE
Diff: 2 Page Ref: 367
AACSB: Reflective Thinking
8) The close long-term relationships between auto salespersons and the Japanese people can be considered as a consumer version of the keiretsu system.
Answer: TRUE
Diff: 2 Page Ref: 368
AACSB: Reflective Thinking
9) Singer was one of the first successful U.S. based international companies to establish a worldwide chain of company-owned and company-operated outlets to sell and service sewing machines.
Answer: TRUE
Diff: 2 Page Ref: 368
AACSB: Reflective Thinking
10) Avon was the first company permitted to sell door-to-door in China.
Answer: TRUE
Diff: 2 Page Ref: 368
AACSB: Reflective Thinking
11) In Mexico, Proctor & Gamble operates stores serving single-use quantities at a relatively high per-use cost, which are known as "high-frequency" stores.
Answer: TRUE
Diff: 2 Page Ref: 369
AACSB: Reflective Thinking
12) In Asia, Western luxury goods marketers have long relied on independent distributors such as Hong Kong-based Fairton, whose local market knowledge and networks of stores are keys to success.
Answer: TRUE
Diff: 2 Page Ref: 371
AACSB: Reflective Thinking
13) Dell Computer has reached more than $61 billion in annual global sales in 2009 by forging close relationships with wholesalers and retailers in individual country markets.
Answer: FALSE
Diff: 2 Page Ref: 371
AACSB: Reflective Thinking
14) Kodak adopted a direct involvement approach in Japan by utilizing independent agents, distributors and retailers.
Answer: FALSE
Diff: 2 Page Ref: 371
AACSB: Reflective Thinking
15) Channel strategy in a global marketing program must fit the company's competitive position and overall marketing objectives in each national market.
Answer: TRUE
Diff: 2 Page Ref: 372
AACSB: Reflective Thinking
16) When utilizing the services of a local independent distributor, management is well advised to treat the distributor as a temporary market-entry vehicle.
Answer: FALSE
Diff: 2 Page Ref: 372-373
AACSB: Reflective Thinking
17) When utilizing the services of a local independent distributor, management is well advised to yield control of marketing strategy to the distributor.
Answer: FALSE
Diff: 2 Page Ref: 372-373
AACSB: Reflective Thinking
18) An exporter that is new to a particular market would do well to choose a middleman with a reputation for "cherry picking" products.
Answer: TRUE
Diff: 2 Page Ref: 372-373
AACSB: Reflective Thinking
19) Global retailing is any retailing activity that crosses national boundaries.
Answer: TRUE
Diff: 1 Page Ref: 374
AACSB: Reflective Thinking
20) Based on sales figures, Carrefour is the largest hypermarket in France.
Answer: TRUE
Diff: 2 Page Ref: 374
AACSB: Reflective Thinking
21) Organized retail is a term that is used to describe the modern, branded chain stores. Answer: TRUE
Diff: 2 Page Ref: 374
AACSB: Analytic Skills
22) Nakumatt is a local supermarket chain in Kenya which provides an aspirational space that appeals to everyone.
Answer: TRUE
Diff: 2 Page Ref: 374
AACSB: Reflective Thinking
23) When Carrefour, Tesco, and Wal-Mart set up shop in developing countries, they provide customers with access to more products but higher prices than were available previously. Answer: FALSE
Diff: 2 Page Ref: 374
AACSB: Reflective Thinking
24) Laura Ashley, The Body Shop, Victoria's Secret and Gap are examples of global retail operators that can be classified as specialty retailers since they offer less variety than department stores.
Answer: TRUE
Diff: 2 Page Ref: 375
AACSB: Reflective Thinking
25) Hypermarkets are a hybrid retailing format combining the discounter, supermarket, and warehouse club approaches under a single roof.
Answer: TRUE
Diff: 2 Page Ref: 377
AACSB: Analytic Skills
26) Toys "R" Us, Home Depot, and IKEA are referred to as "category killers" in the retailing industry.
Answer: TRUE
Diff: 2 Page Ref: 377
AACSB: Reflective Thinking
27) British retailer Marks & Spencer is a good example of a category killer.
Answer: FALSE
Diff: 2 Page Ref: 377
AACSB: Reflective Thinking
28) Three of the world's five largest malls are in Asia.
Answer: TRUE
Diff: 2 Page Ref: 377-378
AACSB: Reflective Thinking
29) In economic downturn, hard discounters thrive as cash-strapped consumers seek ways to stretch household budgets.
Answer: TRUE
Diff: 2 Page Ref: 377
AACSB: Reflective Thinking
30) Outlet stores are retail operations that allow companies with well-known consumer brands to dispose of excess inventory, out-of-date merchandise, or factory seconds.
Answer: TRUE
Diff: 2 Page Ref: 378
AACSB: Reflective Thinking
31) Organic growth occurs when a company uses its own resources to open a store on a greenfield site, or to acquire one or more existing retail facilities from another company.
Answer: TRUE
Diff: 2 Page Ref: 383
AACSB: Reflective Thinking
32) If a global retailer seeks to expand in a country that is both culturally close to the home country and easy to enter, the retailer is well advised to use a joint venture strategy.
Answer: FALSE
Diff: 2 Page Ref: 383
AACSB: Reflective Thinking
33) A global retailer seeks to expand in a country that, in the opinion of management, is both culturally distant and difficult to enter. The retailer would be well advised to use a joint venture strategy.
Answer: TRUE
Diff: 1 Page Ref: 383
AACSB: Reflective Thinking
34) When Carrefour entered the Japanese market, it did so independently (i.e., without seeking a Japanese joint-venture partner). This represents an appropriate market-entry approach for a global retailer.
Answer: FALSE
Diff: 2 Page Ref: 383
AACSB: Reflective Thinking
35) When British entrepreneur Richard Branson opened the first Virgin Megastore in Japan, he did so by establishing a joint venture with the Marui retailing chain. This represents an appropriate market-entry approach for a global retailer.
Answer: TRUE
Diff: 3 Page Ref: 383
AACSB: Reflective Thinking
36) The distribution P of the marketing mix plays a central role in a given firm's value chain as seen by Coca-Cola, IKEA, Nokia and Toyota creating value by making sure their products are available where and when customers want to buy them.
Answer: TRUE
Diff: 2 Page Ref: 384
AACSB: Reflective Thinking
37) By definition, a retailer that caters to the general public would be "downstream" in an industry's supply chain.
Answer: FALSE
Diff: 2 Page Ref: 384
AACSB: Reflective Thinking
38) A new tool for inventory management is RFID which utilizes small tags that are attached to pallets, containers, or individual inventory items.
Answer: TRUE
Diff: 2 Page Ref: 385-386
AACSB: Use of IT
39) China is the world's second-largest domestic air-cargo market which is served by FedEx Express, the world's leading express delivery provider.
Answer: TRUE
Diff: 2 Page Ref: 388
AACSB: Reflective Thinking
40) The term logistics management describes the integration of activities necessary to ensure the efficient flow of raw materials, in-process inventory, and finished goods from producers to customers.
Answer: TRUE
Diff: 2 Page Ref: 391
AACSB: Reflective Thinking
41) Marketing channels exist to create utility for customers. The major categories of channel utility include all of the following except:
A) place utility.
B) price utility.
C) information utility.
D) form utility.
E) time utility.
Answer: B
Diff: 2 Page Ref: 365
AACSB: Reflective Thinking
42) Marketing channels have the potential to create which of the following types of utility?
A) place utility
B) time utility
C) form utility
D) information utility
E) all of the above
Answer: E
Diff: 1 Page Ref: 365
AACSB: Reflective Thinking
43) Some wine importers insist on shipping their wines in refrigerated containers ("reefers") to protect the wines from being damaged by high temperatures. Such importers are creating which kind of utility?
A) place utility
B) time utility
C) form utility
D) information utility
E) worker utility
Answer: C
Diff: 2 Page Ref: 365
AACSB: Reflective Thinking
44) Peer-to-peer (p-to-p) marketing uses distribution channels through:
A) business-to-consumers.
B) electronic commerce.
C) business-to-business.
D) door-to-door.
E) manufacturer-to-wholesalers.
Answer: B
Diff: 2 Page Ref: 366-367
AACSB: Use of IT
45) eBay was a pioneer in a form of online marketing known as:
A) b-to-c.
B) b-to-b.
C) p-to-p.
D) d-to-d.
E) c-to-b.
Answer: C
Diff: 2 Page Ref: 366-367
AACSB: Use of IT
46) Which country has proven to be the most successful market in Avon's history among the following?
A) Romania
B) Ukraine
C) China
D) Russia
E) India
Answer: D
Diff: 2 Page Ref: 368
AACSB: Reflective Thinking
47) What solution did Andersen Consulting provide to the Moscow Bread Company to solve the problem of stale bread?
A) Deliver the bread frozen.
B) Package the bread in plastic bags.
C) MBC should convert a paperless office to cut red tape.
D) Deliver the bread sliced rather than in whole loaf form.
E) Use paper packaging for bread.
Answer: B
Diff: 2 Page Ref: 369
AACSB: Reflective Thinking
48) Nestlé is using an innovative approach to distribution in Brazil with a program which consists of selling its products via:
A) upscale supermarkets.
B) hypermarkets.
C) pulperias.
D) convenience stores in low-income neighborhoods.
E) door-to door selling in low-income neighborhoods.
Answer: E
Diff: 3 Page Ref: 367
AACSB: Reflective Thinking
49) Which of the following most accurately describes the relative length of consumer and industrial distribution channels?
A) Consumer channels tend to be longer (consist of more intermediaries) than industrial channels.
B) Industrial channels tend to be longer (consist of more intermediaries) than consumer channels.
C) Both consumer and industrial channels tend to be long (consist of several intermediaries).
D) Both consumer and industrial channels tend to be short (consist of few intermediaries).
E) Consumer channels tend to be shorter (consist of few intermediaries) than the industrial channels.
Answer: A
Diff: 2 Page Ref: 371-373
AACSB: Reflective Thinking
50) Sales representatives in which Japanese industry cultivate close, long-term relations with customers by selling door-to-door?
A) consumer electronics
B) pharmaceuticals
C) automobiles
D) soft drinks
E) groceries
Answer: C
Diff: 2 Page Ref: 367-368
AACSB: Reflective Thinking
51) The retail environment in developing countries presents challenges for marketing nonperishable items. In Mexico, Proctor & Gamble, Unilever, Colgate-Palmolive, and other global consumer product companies use ________ for their products:
A) door-to-door selling
B) buy-in-bulk selling
C) mom-and-pop stores
D) franchised stores
E) manufacturer-owned stores
Answer: C
Diff: 2 Page Ref: 369
AACSB: Reflective Thinking
52) Dell rang up $ 61 billion in direct sales of their PC systems in 2006 using:
A) door-to-door sales.
B) franchise marketing.
C) web-site sales.
D) business-to-business sales.
E) hypermarket sales.
Answer: C
Diff: 2 Page Ref: 371
AACSB: Use of IT
53) Which personal computer company focuses on business-to-business marketing using a direct-sales approach?
A) Hewlett-Packard
B) Compaq
C) Dell
D) Acer
E) Sony
Answer: A
Diff: 2 Page Ref: 370
AACSB: Reflective Thinking
54) Which of the following is an appropriate guideline for companies selecting independent distributors in international markets?
A) Select distributors–don't let them select you.
B) Look for distributors capable of developing markets.
C) Treat local distributors as long-term partners.
D) Maintain control over marketing strategy from day one.
E) All of the above are appropriate guidelines.
Answer: E
Diff: 2 Page Ref: 372-373
AACSB: Reflective Thinking
55) Which of the following is not an appropriate guideline for companies selecting independent distributors in international markets?
A) Select distributors–don't let them select you.
B) Look for distributors capable of developing markets.
C) Give local distributors control over marketing strategy.
D) Treat local distributors as long-term partners.
E) All of the above are appropriate guidelines.
Answer: C
Diff: 2 Page Ref: 372-373
AACSB: Reflective Thinking
56) Which of the following is the largest retailer in the world in terms of annual sales?
A) Sears
B) Metro
C) Kmart
D) Carrefour
E) Wal-Mart
Answer: E
Diff: 1 Page Ref: 374
AACSB: Reflective Thinking
57) By definition, ________ feature a narrow but deep merchandise mix and high levels of service.
A) department stores
B) specialty retailers
C) super markets
D) convenience stores
E) discount stores
Answer: B
Diff: 2 Page Ref: 375
AACSB: Reflective Thinking
58) Which of the following does NOT qualify as a "category killer?"
A) Victoria's Secret
B) IKEA
C) Home Depot
D) Circuit City
E) Toys "R" Us
Answer: A
Diff: 2 Page Ref: 377
AACSB: Reflective Thinking
59) Which European retailer proved unsuccessful in its cross-border initiatives on New York's fashionable Fifth Avenue?
A) Virgin Group
B) Marks & Spencer
C) Carrefour
D) Galeries Lafayette
E) Louis Vuitton
Answer: D
Diff: 3 Page Ref: 378
AACSB: Reflective Thinking
60) Which of the following correctly characterizes the retailing strategy shared by Toys "R" Us and Virgin Megastores?
A) few product categories, own-label focus
B) few product categories, manufacturer brand focus
C) many product categories, own-label focus
D) many product categories, manufacturer brand focus
E) none of the above
Answer: B
Diff: 2 Page Ref: 380-381
AACSB: Reflective Thinking
61) Which of the following categories best describes the approach of Britain's Marks & Spencer to global retailing?
A) few product categories, own-label focus
B) few product categories, manufacturer brand focus
C) many product categories, own-label focus
D) many product categories, manufacturer brand focus
E) none of the above
Answer: C
Diff: 2 Page Ref: 380-381
AACSB: Reflective Thinking
62) Which approach to global retail expansion involves "greenfield" investment using a company's own financial resources to build a new store from the ground up?
A) chain acquisition
B) organic growth
C) franchise
D) joint venture
E) own-label focus
Answer: D
Diff: 2 Page Ref: 382-383
AACSB: Reflective Thinking
63) Which approach to retail expansion is most appropriate when targeting a country that management considers both culturally close and easy to enter?
A) organic growth
B) chain acquisition
C) franchise
D) joint venture
E) own label focus
Answer: C
Diff: 2 Page Ref: 383
AACSB: Reflective Thinking
64) When British entrepreneur Richard Branson established the first Virgin Megastore in France, he invested a great deal of money to develop a retail space on the famous Champs-Elysées. Judging by the approach Branson used, he and his management team must have viewed France as:
A) culturally close and easy to enter.
B) culturally distant and easy to enter.
C) culturally close and difficult to enter.
D) culturally distant and difficult to enter.
E) culturally difficult and easy to enter.
Answer: A
Diff: 2 Page Ref: 382-383
AACSB: Reflective Thinking
65) When British entrepreneur Richard Branson established the first Virgin Megastore in Japan, he established a joint venture with the Marui retailing chain. Judging by the approach Branson used, he and his management team must have viewed Japan as:
A) culturally close and easy to enter.
B) culturally distant and easy to enter.
C) culturally close and difficult to enter.
D) culturally distant and difficult to enter.
E) culturally difficult and easy to enter.
Answer: D
Diff: 2 Page Ref: 382-383
AACSB: Reflective Thinking
66) Which of the following correctly characterizes the retailing strategy of Benetton, IKEA, and Gap?
A) few product categories, own-label focus
B) few product categories, manufacturer brand focus
C) many product categories, own-label focus
D) many product categories, manufacturer brand focus
E) none of the above
Answer: A
Diff: 2 Page Ref: 382-383
AACSB: Reflective Thinking
67) When Wal-Mart Stores first expanded into Mexico, management established a joint venture with the country's largest retailer. Judging by the approach Wal-Mart used, management must have viewed Mexico as:
A) culturally close and easy to enter.
B) culturally distant and easy to enter.
C) culturally close and difficult to enter.
D) culturally distant and difficult to enter.
E) culturally difficult and easy to enter.
Answer: D
Diff: 1 Page Ref: 382-383
AACSB: Reflective Thinking
68) When single brand-retailers such as Benetton, Nike, Pizza Hut, Reebok, and Subway first
entered Indian retail market they were required to use:
A) mom-and-pop type stores.
B) cramped stores.
C) local vendor operated stores.
D) franchised stores.
E) departmental stores.
Answer: D
Diff: 3 Page Ref: 379
AACSB: Reflective Thinking
69) Physical distribution and logistics are concerned with all but one the following.
A) order processing
B) warehousing
C) inventory management
D) transportation
E) designing in-store displays
Answer: E
Diff: 2 Page Ref: 384
AACSB: Reflective Thinking
70) Order processing, warehousing, and inventory management are all functions pertaining to:
A) a polycentric orientation.
B) physical distribution and logistics.
C) sales promotion.
D) personal selling.
E) chain acquisition.
Answer: B
Diff: 2 Page Ref: 384-391
AACSB: Reflective Thinking
71) If a commodity raw material comes from Africa; gets refined in Asia; then shipped to South America for finishing; and finally transported to the Middle East and then sold around the world —represents a similar process used for products marketed by:
A) Exxon.
B) McDonald's.
C) Caterpillar.
D) IKEA.
E) Sears.
Answer: D
Diff: 2 Page Ref: 384-385
AACSB: Analytic Skills
72) "Containerization" refers to a company's:
A) designing attractive product packaging that will help a product "sell itself."
B) the use of computer technology to keep a lid on ("contain") distribution costs.
C) using refrigerated warehouses for perishable products.
D) use of standard-sized shipping boxes that can be transported in various ways.
E) a method of shipment by using oval size steel containers to fit different commodities. Answer: A
Diff: 2 Page Ref: 390-391
AACSB: Reflective Thinking
73) When a company uses intermodal or multimodal transportation it is:
A) using multiple channels.
B) using land and water shipping.
C) shipping via more than one railroad line.
D) using the services of both UPS and FedEx.
E) using different size containers for shipment.
Answer: B
Diff: 2 Page Ref: 390-391
AACSB: Reflective Thinking
74) A French winery packs its wine in a 40-foot container that is trucked to a port and then loaded onto an ocean-going vessel. This is an example of:
A) intermodal transportation.
B) inventory control.
C) hypermarketing.
D) "cherry picking" a product.
E) containerization.
Answer: A
Diff: 2 Page Ref: 390-391
AACSB: Reflective Thinking
75) A freighter loaded with 40-foot shipping containers leaves a port in Europe and sails to New York, where the containers are transferred to railroad cars and transported to the West coast. At the port of San Francisco, the containers are loaded onto another freighter bound for Japan. The term that best describes this situation is:
A) intermodal transportation.
B) inventory management.
C) greenfield investment.
D) hypermarketing.
E) containerization.
Answer: A
Diff: 2 Page Ref: 390-391
AACSB: Reflective Thinking
76) Inventory management is:
A) determining what type of warehouse to manage.
B) establishing an inventory channel.
C) managing physical distribution of products.
D) purchasing products.
E) ensuring cost control.
Answer: E
Diff: 2 Page Ref: 386
AACSB: Reflective Thinking
77) Which of the following transportation modes ranks lowest in capability?
A) truck
B) railroad
C) Internet
D) air
E) water
Answer: D
Diff: 2 Page Ref: 390
AACSB: Reflective Thinking
78) Which of the following transportation modes offers the most flexible routing and scheduling:
A) railroad
B) truck
C) pipeline
D) air
E) water
Answer: B
Diff: 2 Page Ref: 389-390
AACSB: Analytic Skills
79) Which global retailer has reconfigured its supply chain and now permits a Taiwanese supplier to ship clothing from the point of manufacture directly to retail stores?
A) Marks & Spencer
B) Brooks Brothers
C) Laura Ashley
D) Calvin Klein
E) J.C. Penney
Answer: E
Diff: 2 Page Ref: 391
AACSB: Reflective Thinking
80) JCPenney's North American stores carry virtually no extra inventory of house-brand shirts. When a shirt is sold, scanner data is directly transmitted to Hong Kong. The private-label supplier TAL Apparel Ltd. in Hong Kong replenishes the stock based on usage, sometimes shipping shirts by air. These logistics have all but one of the following advantages:
A) JCPenny can reduce the inventory by almost 50%.
B) JCPenny can lower the inventory costs.
C) JCPenny can respond more quickly to changing consumer tastes.
D) JCPenny can ship the shirts directly by air to consumers.
E) JCPenny can reduce the quantity of goods that have to be marked down.
Answer: D
Diff: 2 Page Ref: 391
AACSB: Use of IT
81) Nestlé in Brazil is using door-to-door selling to reach low-income neighborhoods, Dell computers provide home delivery for its products; Avon is using sales representatives and other companies are using different methods to reach consumers. Describe different channels that can be used for reaching the customers.
Answer: Marketing channels exist in order to create utility for customers. These utilities can be place utility, time utility, form utility, or information utility. Thus, the selection of a marketing channel depends on the target market which a manufacturer is planning to reach. Various companies have used innovative channel distribution methods. Distribution channels are systems that link manufacturers to customers. Although channels for consumer products and industrial products are similar, there are also some distinct differences. In business-to-consumer marketing (B2C) consumer channels are designed to put products in the hands of consumers. In the case of business-to-business (B2B), industrial channels deliver products to manufacturers or other types of organizations that use them as inputs in the production process or in other types of operations. Agents and distributors are commonly used as intermediaries. With the increased use of technology, peer-to-peer (p-to-p) marketing is becoming popular, whereby individual consumers marketed products to other individuals. EBay pioneered a form of online commerce which has gained popularity and many companies are using it as a channel for distribution. Door-to-door selling has been a traditional channel which is also currently in use. For example, in Japan auto manufacturers use door-to-door selling. Another direct selling alternative is the
manufacturer-owned store or independent franchise store. In many countries where manufacturers cannot own stores, franchising is a very popular method. Other channel structure alternatives for consumer products include various combinations of a manufacturer's sales force and wholesalers calling on independent retail outlets. Piggyback marketing is another channel innovation whereby one manufacturer obtains product distribution by utilizing another company's distribution channels.
Diff: 2 Page Ref: 365-370
AACSB: Reflective Thinking
82) Dell's rise to a leading position in the global PC industry was based on Michael Dell's decision to bypass conventional channels by selling direct and by customizing computers. Discuss the importance of channel innovation, giving examples of piggyback marketing in emerging markets. Answer: Channel innovation can be an essential element of a successful marketing strategy. As noted in the case of Dell computers which began as a b-to-b marketer. The business model proved to be very successful, that the company began marketing direct to the home PC market. This strategy may not work for other products, particularly where a complicated system or mechanism is involved. Before deciding which system to use, marketers must study each country individually. In general, if the market is large it is more feasible to use a manufacturer's own sales force. Piggyback marketing is a good example of another channel innovation that has grown in popularity. In this marketing one manufacturer obtains product distribution by utilizing another company's distribution. Both parties can benefit by increasing the total revenue generated by the channel members. Successful piggyback marketing requires that the combined product lines be complementary. They must appeal to the same customer and must not compete with each other. Several companies have taken advantage of the opportunity to piggyback with Avon, which has a network of direct sales representatives in over 100 countries. Several of Mattel's toy lines are being marketed in China by local Avon representatives. In Australia, New Zealand, Brazil, Canada, and France, Avon representatives offer Reader's Digest subscriptions along with Avon's health and beauty products. In emerging markets, Avon offers a second catalog featuring products from Timex, Duracell, Time-Life, and others. Thus, piggyback products already account for 15 percent of sales in some emerging markets.
Diff: 2 Page Ref: 365-370
AACSB: Reflective Thinking
83) Companies entering emerging markets for the first time must exercise particular care in choosing a channel intermediary. Generally, a local distributor is required. What are some of the guidelines that should be considered in selecting a distributor in order to avoid any problems? Answer: Care should be taken in selecting distributors particularly when entering a new market in a foreign country. Prof. Arnold provided seven specific guidelines to help prevent problems. These guidelines are: (1) select distributors and do not let the distributors select you; (2) look for distributors capable of developing markets, rather than those with a few good customer contacts;
(3) treat local distributors as long-term partners, not temporary market-entry vehicles; (4) support market entry by committing money, managers, and proven marketing ideas; (5) from the start, maintain control over marketing strategy; (6) make sure distributors provide you with detailed market and financial performance data; and (7) build links among national distributors at the earliest opportunity. When devising a channel strategy, it is necessary to be realistic about the motives of the typical channel intermediary. If distributors are not properly selected it can prove to be a nightmare.
Diff: 2 Page Ref: 372-373
AACSB: Reflective Thinking
84) How does 'specialty retailers' differ from 'hypermarkets,' 'supercenters', and 'convenience stores?' Why are some businesses called "category killers?"
Answer: The 'specialty retailers' offer less variety than department stores. They are very narrowly focused and offer a relatively narrow merchandise mix aimed at a particular target market. Specialty stores offer a great deal of merchandise depth such as styles, colors and sizes. Whereas 'hypermarkets' are a hybrid retailing format combining the discounter, supermarket, and warehouse club approaches under a single roof. On the other hand, 'supercenters' offer a wide range of aggressively priced grocery items plus general merchandise in a space that occupies about half the size of a hypermarket. Supercenters are an important aspect of Wal-Mart's growth strategy, both at home and abroad. Convenience stores offer some of the same products as supermarkets, but the merchandise mix is limited to high-turnover convenience and impulse products. Prices are generally higher compared to supermarket prices. 'Category killers' is the label many in the industry use when talking about stores such as Toys'R'Us, Home Depot, and IKEA. It refers to the fact that such sores specialize in a particular product category such as toys or furniture, and offer a vast selection at low prices. These stores represent a very influential business which can demolish smaller, more traditional competitors and prompt department stores to scale down merchandise sections that are not competitive.
Diff: 2 Page Ref: 375-378
AACSB: Reflective Thinking
85) The Indian economy is growing rapidly and many global businesses are looking toward moving into India. What types of challenges would global retailers be confronted with if they plan on going to India?
Answer: Global retailers who would like to go to India will face a variety of challenges. The term organized retailing is used to describe the activity by large multi-store chains such as Woolworths, Tesco, and Wal-Mart. Such stores account for only about 3 percent of India's $200-250 billion annual retail sales. The vast majority of Indian retail activity is confined to stalls which have very limited space. There have been several calls for regulatory reform, and some observers believe organized retailing will grow at the rate of 30 to 35 percent per year. Many politicians are concerned about the impact of organized retailing on the millions of small-scale stores. Modernization of the sector is inevitable, although it may be slow in coming. Global retailers are barred from participating directly in the Indian market. For this reason many businesses are not planning to go to India. Pizza Hut, Subway, and Benetton are present, with stores run by franchisees. Wal-Mart stores will also be run by franchisees. Anticipating the arrival of the global retailers, local operators in India are investing for the future. Large business groups such as Reliance Industries and Birla Group are also planning to enter the retail sector. Also, Hindustan Lever, the Indian unit of packaged goods giant Unilever, has launched a consultancy service to help the "mom and pop" operators become more competitive.
Diff: 2 Page Ref: 379
AACSB: Reflective Thinking
86) What are global retail categories? Describe these categories giving examples.
Answer: The categories for global retailing can be visualized in the form of a matrix. One axis of the matrix represents private or own-label focus versus a manufacturer brands focus. The other axis differentiates between retailers specializing in relatively few product categories and retailers that offer a wide product assortment. IKEA, Benetton and Gap fall under quadrant A, which contains global retailers with a niche focus as well as an own-label focus. In quadrant B, the private-label focus is retained, but many more product categories are offered. This is the strategy of Marks & Spencer whose strategy, Michael private label, is found on a broad range of clothing, food, home furnishings, jewelry, and other items. Retailers in the upper right quadrant offer many well-known brands in a relatively tightly defined merchandise range. Such businesses include Toys 'R' Us, Virgin, and others. These types of stores tend to quickly dominate smaller established retailers by out-merchandizing local competition and offering customers superior value. Carrefour, Wal-Mart, and Promodes and similar businesses fall in the fourth quadrant. They offer the same type of merchandise available from established local retailers. Thus, there are different strategies that can be followed based on different criteria.
Diff: 2 Page Ref: 380-381
AACSB: Reflective Thinking
87) What are the market entry expansion strategies which are available to retailers that wish to cross borders? Describe these strategies in detail.
Answer: There are four market entry expansion strategies available to retailers that wish to cross borders. These strategies can be visualized by a matrix that differentiates between (a) markets that are easy to enter versus those that are difficult to enter; and (b) culturally close markets versus culturally distant ones. The upper half of the matrix encompasses quadrants A and D and represents markets in which shopping patterns and retail structures are similar to those in the home country. In the lower half of the matrix, quadrants C and B represent markets that are significantly different from the home country market in terms of one or more cultural characteristics. The right side of the matrix, quadrants A and B, represents markets that are difficult to enter because of the presence of strong competitors, location restrictions, excessively high rent or real estate costs, or other factors. In quadrants C and D, any barriers that exist are relatively easy to overcome. The four entry strategies indicated by the matrix are organic, franchise, chain acquisition, and joint venture. Organic growth occurs when a company uses its own resources to open a store on a greenfield site or to acquire one or more existing retail facilities from another company. Franchising is the appropriate entry strategy when barriers to entry are low yet the market is culturally distant in terms of consumer behavior or retailing structures. In global retailing, acquisition is a market-entry strategy that entails purchasing a company with multiple retail locations in a foreign country. This strategy can provide the buyer with quick growth as well as access to existing brand suppliers, distributors, and customers. Joint ventures, the final entry strategy, are advisable when culturally distant, difficult-to-enter markets are targeted. The strategy is to collaborate with some local company as a joint venture.
Diff: 3 Page Ref: 381-382
AACSB: Reflective Thinking
88) Distribution channels around the world are highly differentiated. However these differences cannot be explained just by culture and income level of the existing market. What is the different between Organic Growth and Franchising?
Answer: Organic growth occurs when a company uses its resources to open a store on a greenfield site or to acquire one or more existing retail facilities from another company. For example, Marks & Spencer's announced in 1997 plans to expand from one store to four in Germany via the purchase of three stores operated by Cramer and Meerman. Franchising is the appropriate entry strategy when barriers to entry are low yet the market is culturally distant in terms of consumer behavior or retailing structures. It is a contractual relationship between two companies. The parent company-franchisor authorizes a franchise to operate a business development by the franchisor in return for a fee and adherence to franchise-wide policies and practices. The key to a successful franchise operation is the ability to transfer company know-how to new markets. Benetton, IKEA, and other focused, private-label retailers often use franchising as a market entry strategy.
Diff: 2 Page Ref: 383
AACSB: Reflective Thinking
89) An export administrator, Beth Dorrell notes, "A commodity raw material from Africa can be refined in Asia, then shipped to South America to be incorporated into a component of a final product that is produced in the Middle East and then sold around the world. In light of this statement, describe supply chain, value chain, and logistics. List and briefly describe the most important distribution activities.
Answer: As the statement describes, it has become very easy to have raw product in one country which can be transported to several countries for processing or finishing, and then sold all over the world. IKEA, the global furniture manufacturer, purchases wood and other raw material inputs from a network of suppliers located in several countries. The wood is then transported to the factories, which add value to the inputs by transforming them into furniture kits that are then shipped on to IKEA's store. The stores are downstream in IKEA's value chain. Thus, there is a continuous global involvement from raw materials, to factories, retail distribution and finally to consumers. The most important distribution activities are order processing, warehousing, inventory management, and transportation. Order processing includes order entry, handling, and delivery. Proper inventory management ensures that a company neither runs out of manufacturing components or finished goods nor incurs the expense and risk of carrying excessive stocks at any time. Warehouses are used to store goods until they are sold. Finally, transportation plays a big role in the movement of products. The transportation can be by rail, trucks, air, or ships.
Diff: 2 Page Ref: 384
AACSB: Reflective Thinking
市场营销学课后案例分析（郭国庆主 编） ?P20 假如你是时代瀚堂的营销经理，你将采取哪些营销策略使公司走出困境？ 时代瀚堂在营销方面有哪些优势和劣势 答案一；1.。。产品的价值更大和提供的需求更大，他就具有更加大的市场目的2.。。应用面大，具有更大的使用价值。 劣势1。。市场面积小，需求人数少。 2.。售后费用和售前费用基本平衡，利润少。 3.。无偿使用时间过长，增加成本。 答案二 1.。加大客户面积，不是只想在大专学院和图书馆，而应该也对个人使用（个人按次用费） 2.。。利用宣传手段，加大他的影响力。体现他的价值高度。 P48 西铁城光动能的健康的活动体现了企业的何种营销理念 企业在奉行社会营销观念的过程中会遇到那些难题以及会获得那些利益 答案一 1.社会营销观念，在争取利益的同时也主张保护环境。
2.注重牌品价值观念。绿色产品是非常赢得大家肯定的。 答案二1难题1.注重质量和价值，这样就需要更多的成本投入，企业利益下降。 2产品牌品价值风险更大，一单产品脱离绿色一词，产品出售减少，影响利益。 那些利益 1.客户对产品的满意度高，绿色产品是一种吸引人词。购买欲望就越大。市场面积就大。 2.绿色是一个无形的宣传手段，牌品价值就高了。市场就影响了。 3.产品绿色，客户使用感觉更安全，更实在。 P76徐斌在飞机研发的过程中遇到的外部环境因素有那些、？ 徐斌飞机假如要想走上市场会遇到那些机会和威胁 答案一 1.技术环境，徐斌缺少相关的知识，导致实验多次失败。 2.社会文化环境，父亲和妻子的反对，和朋友的不认可。 答案二机会1.市场=人口+购买力+购买欲望，飞机的生产成本少，卖价低。市场更大。 威胁1有关部门的反对，民航监管部门的不认可。
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
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
《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
服务营销模拟试题 一、名词解释 1、服务营销战略 2、内部营销 3、关系营销 4、服务产品 5、服务有形展示 二、单项选择题 1、（）营销的重点是提供个性化的服务和把顾客变成关系顾客。 A、保留型 B、定制型 C、忠诚型 D、频繁型 2.多重属性模型中（）是引起消费者选择性知觉、接受和贮存信息的属性。 A、明显性 B、重要性 C、决定性 D、选择性 3. 银行、律师等所提供的服务为（）。 A、高接触度服务 B、中接触度服务 C、低接触度服务 D、专一化服务 4、2004年北京一所大学要在武汉招收20名高分学生，该校向选中的100名学生赠送了有关学 校的文字和VCD资料，体现了服务的（） A、可靠性 B、保证性 C、关怀性 D、有形性 5、上海有一家愚斋阁食府的服务员与一般餐馆饭店不同，是清一色的男青年，这种服务定位属于（） A、活动特色定位 B、专业特色定位 C、顾客特色定位 D、人员特色定位 6、供不应求时，上门服务、流动服务、多地点服务等都可以增加供给能力满足服务需求。这些属 页脚内容1
于哪种服务调节方式（） A.、服务时间的调节B、服务地点的调节C、增加员工D、提高服务效率 7、牙科诊所常常采取预约看病制度，预约期就是等候期，预约期越短，收费越高，而预约期较长的收费较低。这是考虑到顾客购买服务的（） A、时间成本 B、信息成本 C、交通成本 D、精神成本 8、饭店派出厨师为顾客操办家宴，这种创新属于（） A、全新型 B、延伸型 C、包装型 D、改进型 9、自动提款机的使用，提高了银行储户参与服务的程度，整个取款或查账服务完全由储户来完成。这是因为顾客参与服务的程度与（）相关 A、顾客的投入 B、服务的标准化 C、服务的自动化程度 D、服务的价格 10、顾客对服务质量的评价更多的是凭主观期望和感受作出判断。因此，服务质量区别于事物产品的一个重要特点是（） A、过程性 B、主观性 C、整体性 D、客观性 11、（）代表了职能质量。 A、规范化 B、态度 C、技能 D、名誉 12、（）产品与普通产品一起构成满足需要的基本条件。 A、核心 B、期望 C、增值 D、潜在 13、最适合用于较标准化性质、有大量的持续性需求的服务业是（） 页脚内容2
《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
（一）单项选择题 1．服务管理脱胎于二十世纪中叶以（）为主的管理科学。 A. 服务业 B. 制造业 C. 农业 D. 手工业 2.（）首先为服务管理理论思想的产生奠定了基础。 A. 服务业的客观蓬勃兴起 B. 科学技术的迅速发展 C. 信息技术和新技术层出不穷 D. 企业间竞争的内涵的深刻转变 3. 下列关于关系营销的说法错误的是（） A. 自20世纪70年代以来，关系营销悄然兴起 B. 该理论建立在买者与卖者互动关系的基础之上 C. 买卖双方的互动关系成为营销中最重要的因素 D. 该理论对关系的管理将间接影响到顾客的购买行为。 4. 1960年，美国市场营销协会（AMA）最先给服务下定义为（） A. 用于出售或者是与产品连带出售的活动、利益或满足感 B. 直接提供满足（交通、租房）或者与有形商品或其他服务一起提供满足的不可感知活动 C.可被独立识别的不可感知活动，为消费者或工业用户提供满足感，但并非一定要与某个产品或服务连在一起出售 D.服务是指或多或少具有无形特征的一种或一系列活动，通常（但并非一定）发生在顾客与服务的提供者及其有形的资源、商品或系统相互作用的过程中，以便解决消费者的有关问题。 5. 尽管不同研究者、不同机构对服务的定义可能有所区别，但从其本质上看，都认为（） A. 服务是用于出售或者是与产品连带出售的活动、利益或满足感 B. 服务是直接提供满足（交通、租房）或者与有形商品或其他服务一起提供满足的不可感知活动 C.服务可被独立识别的不可感知活动，为消费者或工业用户提供满足感，但并非一定要与某个产品或服务连在一起出售 D.服务是以满足消费者的需要为目的，是以人的活动为基础的为消费者提供满足的过
服务营销 二、单选 1、定制型营销的重点是提供个性化服务和把顾客变成关系顾客 2、银行、律师等提供的服务为（A） A.高接触度服务 B.中接触度服务 C.低接触度服务 D.专一化服务 3、向顾客提供基本效用和利益是服务产品整体概念中的（C） A.增值产品 B.潜在产品 C.核心产品 D.期望产品 4、定价决策取决于许多因素。下面的因素中，除了（B），全部为需要更多的精心考虑的。 A、需求的弹性 B、服务定位 C、成本结构 D、竞争状态 5、一家医院设置一个病人等候时间最长时间为15分钟的目标，它是在缩短（C）之间的差距。 A、顾客期望和管理部门对顾客期望的认知 B、管理部门对顾客期望的认知和服务质量的规格 C、服务质量的规格和服务交付 D、服务交付和针对顾客的外部沟通 6、自动提款机的使用，提高了银行储户参与服务的程度，整个取款或查账服务完全由储户来完成。这是因为顾客参与服务的程度与 （C ）相关 A.顾客的投入 B.服务的标准化
7、顾客对服务质量的评价更多的是凭主观期望和感受作出判断。因此，服务质量区别于事物产品的一个重要特点是（B） A.过程性 B.主观性 C.整体性 D.客观性 8（ A ）产品与普通产品一起构成满足需要的基本条件。 A.核心 B.期望 C.增值 D.潜在9、杭州某一家咨询公司在江南地区已小有名气，最近公司决定到北方去开拓咨询市场，这种增长战略属于下面的哪一种？（ C ） A.市场渗透 B .新产品或服务的开发 C.市场开发 D.多种经营 10、在服务产品的定价中, 基于顾客的一生的潜在价值考虑的定价方法为：（D ） A.成本加成定价 B.回报率定价 C.竞争性同等定价 D.关系定价11、下列哪类因素属于人口统计学因素？（ A ） A.性别、年龄、家庭大小 B.收入、教育程度、性格 C.职业、家庭、购买动机 D.性别、职业、收入、购买时机 12、依照顾客支付意愿而制定价格的定价方法为（B ） A.个别定价 B.价值基础上的定价 C.关系定价 D.差别定价 13、促销的具体方式不包括（ A ）。 A.市场细分 B.人员推销 C.广告 D.公共关系
《市场营销学》试卷A-07 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、当买卖双方都表现积极时，我们就把双方都称为_________，并将这种情况称为相互市场营销。 A．市场营销者 B．相互市场营销者 C．生产者 D．推销者 2、具有较高增长率和较高市场占有率的经营单位是_________。 A．问号类 B．明星类 C．奶牛类 D．瘦狗类 3、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 4、开展公共关系工作的基础和起点是_________。 A．公共关系调查 B．公共关系计划 C．公共关系实施 D．公共关系策略选择 5、组织市场需求的波动幅度_________消费者市场需求的波动幅度。 A．小于 B．大于 C．等于 D．都不是 6、服务质量同顾客的感受关系很大，质量的好坏取决于顾客对服务的预期质量同其实际感受的服务水平的对比。因此，服务质量是一个_________。 A．主观范畴 B．客观范畴 C．道德范畴 D．文化范畴 7、随着行业营销费用的增加，刺激消费的力度加大，市场需求一般会随之增大，但当营销费用超过一定水平后，就不能进一步促进需求，市场需求达到极限值，这个极限值被叫做_________。 A．市场需求 B．企业需求 C．市场潜量 D．市场最低 8、重新定位，是对销路少、市场反应差的产品进行_________定位。 A．避强 B．对抗性 C．竞争性 D．二次 9、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
目录 第一章引论 第二章建立和管理营销信息系统 第三章研究市场营销环境 第四章分析消费者市场及其购买行为 第五章分析组织市场及其购买行为 第六章识别和研究竞争者 第七章衡量和预测市场需求 第八章市场细分、目标市场选择和市场定位第九章制定市场营销计划 第十章开发和管理产品 第十一章决定品牌、包装盒服务 第十二章决定和管理价格 第十三章建设和管理营销渠道 第十四章开发和管理整合营销传播
第十五章管理广告、销售促进、赞助和公共关系第十六章建立和管理销售队伍 第一章引论 市场营销学于20世纪初产生于美国。 市场营销概念：实在市场环境中个人或组织通过创造价值、实现价值交换，以满足社会需要并获得其所需所欲之物的过程。 市场:是指具有特定需要或欲望。愿意并且有能力通过交换来满足这些需要和欲望的所有潜在顾客。 市场营销观念：生产观念、产品观念、推销观念、营销观念、全方位营销观念第二章建立和管理营销信息系统 营销信息系统：内部报告系统、营销情报系统、营销调研系统、营销决策支持系统 市场营销调研 1.确定问题和目标
2.制定调研计划 3.收集信息 4.分析信息 5.提出调研报告 调研目标：探索性目标、描述性目标、因果性目标、预测性目标 制定调研计划：确定资料来源--选择调查方法--选择调查工具--制定抽样计划第三章研究市场营销环境 市场营销环境的特征 1)不可控制性 2)复杂性 3)动态性 营销环境的分类 1)宏观环境 2)产业环境 3)微观环境 企业的微观环境：供应商、营销中介、顾客、竞争者、公众。 营销中介：是协助公司产品和服务销售给购买者的中介组织，包括中间商、货物储存商、营销服务机构和金融机构。 3.2.3顾客的分类： 1)消费者市场 2)生产者市场 3)转卖者市场
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
《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
服务营销与管理复习题 、单项选择题（每题1分，共15题） 1、由于服务的（D ）特征，使服务的供求始终难以平衡。 A、不可感知性 B、不可分离性 C、品质差异性 D、不可贮存性 2、航空公司的订票服务属于（C ）。 A、核心服务 B、基本服务 C、便利服务 D、支持服务 3、导致顾客躲避行为的因素属于（A ）。 A、周围因素 B、设计因素 C、社会因素 D、非物质环境因素 4、在顾客预期质量的影响因素中，（A ）属于可控因素。 A、市场沟通 B、顾客口碑 C、企业形象 D、顾客需求 5、（ B ）指服务推广的过程中顾客所感受到的服务人员在履行职责时的行为、态度、穿着和仪表等给顾客带来的利益和享受。 A、技术质量 B、功能质量 C、形象质量 D、真实瞬间 6、饭店为住宿的客人提供24小时伺候的管家，这是饭店为客人提供的（C ）。 A、核心产品 B、形式产品 C、附加产品 D、潜在产品 7、旅馆设备的舒适程度属于（A ）。 A、技术质量 B、职能质量 C、形象质量 D、真实瞬间 &高度非实体性的服务最不易采用（A ）定价方法。 A、成本导向 B、市场导向 C、顾客导向 D、竞争导向 9、服务的（A ）特征使得服务产品的定价远比有形产品的定价更为困难。 A、无形性 B、不可储存性 C、易逝性 D、需求不稳定性 10、肯德基餐厅对进店的顾客招呼欢迎光临”，对离开的顾客高呼谢谢光临”，这属于（C ）。 A、周围因素 B、设计因素 C、社会因素 D、非物质环境因素 11、决定服务产品的价格的上限的是（B ）。 A、成本 B、需求 C、竞争 D、市场 12、饭店房间内供住客旅游用的地图，这属于（D ）。
《市场营销学》课后习题及答案 第1章 ●知识题 一、判断题 1. ×市场营销学是一门研究个人和集体通过创造，提供出售，并同别人自由交换产品和价值，以获得其所需所欲之物的一种社会和管理过程的科学。 2. ×企业市场营销是一种有机的整体性活动过程，并不等同于销售或推销。推销是企业市场营销活动的一个组成部分，但不是最重要的部分；推销是企业营销人员的职能之一，但不是最重要的职能。 3. √ 二、简答题 1. 什么是市场营销？ 答：市场营销是个人和集体通过创造，提供出售，并同别人自由交换产品和价值，以获得其所需所欲之物的一种社会和管理过程。 2. 市场营销有哪些功能？ 答：市场营销功能有：交换功能、物流功能、便利功能、示向功能。 3. 为什么市场营销不能与推销混为一谈？ 答：推销观念指导下，企业必须想方设法把自己的产品推销出去，坚持“以产促销”的观念，即“企业销售什么，消费者就买什么”，企业尽可能地采取各种手段把产品推向消费者，从而获得尽可能多的利润。市场营销观念指导下，这就要求企业的经营观念从过去的“以产促销”转变为“以销定产”，消费者需要什么产品，企业就尽量生产什么产品。企业考虑问题的逻辑顺序不是从既有的生产出发，以现有的产品去吸引或寻找客户，而是从市场上的消费需求出发，按照消费者的需求去组织生产和销售，以期满足客户的需要。 4. 市场营销观念经历了哪些阶段？ 答：市场营销观念经历了四个阶段：生产观念、产品观念、推销观念、市场营销观念、社会营销观念。 5. 市场营销观念的核心是什么？它与传统经营观念的主要区别是什么？ 答：市场营销观念的核心是以顾客需求为中心，企业通过生产、流通和售后服务满足市场需求，实现企业的经济目标。它与传统经营观念的主要区别:企业考虑问题的逻辑顺序不是从既有的生产出发，以现有的产品去吸引或寻找客户，而是从市场上的消费需求出发，按照消费者的需求去组织生产和销售，以期满足客户的需要。企业的主要目标不是单纯追求销售量的短期增加，而是着眼于长久占领市场阵地。奉行市场营销观念的企业十分重视市场研究，力求在消费需求的动态变化中不断发现那些尚未得到满足的消费需求，并通过产品开发、价格、渠道、促销等策略的制定去满足这种需求。 6. 早期的可口可乐在世界各地都销售一种口味、一种包装、一种牌号的产品，这是什么营销观念？为什么？ 答：这是生产观念。因为：在当时社会生产力比较低的情况下，企业生产的产品品种单一，产品供
《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
单选题 正确 1.需求的冰山理论揭示了真正影响成交的因素是() 1.A产品、价格、质量 2.B情感、感受和信任 3.C关系、维护和交往 4.D以上都不正确 正确 2.目前我国企业的服务流程存在着很多问题，具体来说表现为() 1.A手续繁琐，办事速度缓慢 2.B程序固定化、形式化 3.C为客户考虑不周 4.D以上都包括 正确 3.微笑的三结合技巧是指() 1.A微笑必须与眼睛相结合 2.B微笑必须与语言相结合 3.C微笑必须与身体相结合 4.D以上都包括
4.哪些行业要重视服务() 1.A第一产业 2.B第二产业 3.C第三产业 4.D以上都包括 正确 5.针对目前一些业务员为了拿订单乱许诺，造成承诺不能兑现，客户很不满意的现象，企业可以采取的有效措施是() 1.A把业务员的业绩考核与客户服务联系起来，避免“短视现象” 2.B对乱许诺的业务员进行重罚 3.C提高售后服务，尽量实现业务员的许诺 4.D不理会 错误 6.工作沟通的目的是提高工作的效率和准确性，因此工作沟通的基本要求是() 1.A信息要准确 2.B传播速度要快 3.C A和B都正确 4.D A和B都不正确
7.什么是“超值的服务”() 1.A让客户的基本物质价值利益得到满足 2.B精神态度友善，使得客户得到情绪方面的满足 3.C可做可不做的服务，做了之后能够让客户更加满意 4.D客户没有想得到的，超出他的预料的服务 正确 8.在现代客服理论中，谁是真正的“上帝”() 1.A所有的客户 2.B潜在的客户 3.C VIP大客户 4.D以上都包括 正确 9.对客户进行满意度测量的作用有() 1.A确认服务对象的行为，理解其观点和态度 2.B收集细节信息以进行分类 3.C给进一步改进服务提供参考依据 4.D以上都包括 错误
《市场营销学》试卷六 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。 题号一二三四五六七八总分得分 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 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
服务营销学-服务营销学试题及参考答案A *****大学至学年第学期 服务营销学课程期末考试试卷 A(试) 总复一二三四五六七八得分核分人 阅 卷 人 一、单项选择题(在下列每小题的四个备选答案中，选择一 个最合适的答案，并把该答案前的字母填到题干中的横线上。 每题1分、共16分) 1.服务区别于有形产品的最显著特点是。 A.无形性 B.不可分离性 C. 差异性 D.不可储存性 2. 1977年，在《市场营销学刊》上发表了题为《从产品营销中 解放出来》一文，开始改变人们对服务营销的理解。解 A A.洛夫洛克 B.肖斯塔克 C.拉斯梅尔 D. 伦纳德?L?贝里 3. 首次将顾客与服务人员结合起来，充分体现了两者之间的互动关系， 使服务管理理论得到一个较大的进步。这是哪一种服务营销的模 型。 A.服务产出模型 B.服务生产系统模型 C.服务剧场模型 D.以上都不是 4. 如果顾客认为服务符合自己的身份地位，那么就会心安理得接受服学号: 姓名: 班级: 专业: 院(系): 务，如果顾客认为服务与自己的身份不相符合，就会回避服务。这种体现在
答案不得超过装订线 - 1 - 姓 名 装 班 级订 学 号线 服务场景设计中所考虑的是哪方面的因素。 A.顾客是否具备参与服务的知识和能力 B.把握顾客在服务中角色 C.避免给顾客造成挫折 D.以上都不是 5. 居于服务品牌核心的是。 A.服务内容 B.服务设计 C.服务结果 D.服务过程 6. 适用于政府提供的公共产品行业、政府管制垄断行业或竞争态势稳定的行业的定价方法是。 A.成本导向定价法 B.竞争导向定价法 C.需求导向定价法 D.市场导向定价法 7. 下列哪项不是设置服务位置的主要策略。 A.集中策略 B.适中策略 C.分散策略 D.无关策略 是通过对服务环境中那些可被顾客触及到的有形物的有意设 8. 计，来达到塑造特定服务企业形象并促成顾客购买的目的。 A.触摸设计 B. 感知设计 C. 触觉设计 D. 感官设计 9. 服务营销的主体是 .
第一章引论 第二章建立和管理营销信息系统 第三章研究市场营销环境 第四章分析消费者市场及其购买行为 第五章分析组织市场及其购买行为 第六章识别和研究竞争者 第七章衡量和预测市场需求 第八章市场细分、目标市场选择和市场定位 第九章制定市场营销计划 第十章开发和管理产品 第十一章决定品牌、包装盒服务 第十二章决定和管理价格 第十三章建设和管理营销渠道 第十四章开发和管理整合营销传播 第十五章管理广告、销售促进、赞助和公共关系第十六章建立和管理销售队伍 第一章引论
市场营销学于20世纪初产生于美国。 市场营销概念：实在市场环境中个人或组织通过创造价值、实现价值交换，以满足社会需要并获得其所需所欲之物的过程。 市场:是指具有特定需要或欲望。愿意并且有能力通过交换来满足这些需要和欲望的所有潜在顾客。 市场营销观念：生产观念、产品观念、推销观念、营销观念、全方位营销观念第二章建立和管理营销信息系统 营销信息系统：内部报告系统、营销情报系统、营销调研系统、营销决策支持系统 市场营销调研 1.确定问题和目标 2.制定调研计划 3.收集信息 4.分析信息 5.提出调研报告 调研目标：探索性目标、描述性目标、因果性目标、预测性目标 制定调研计划：确定资料来源--选择调查方法--选择调查工具--制定抽样计划第三章研究市场营销环境 市场营销环境的特征 1)不可控制性 2)复杂性 3)动态性 营销环境的分类 1)宏观环境 2)产业环境 3)微观环境
企业的微观环境：供应商、营销中介、顾客、竞争者、公众。 营销中介：是协助公司产品和服务销售给购买者的中介组织，包括中间商、货物储存商、营销服务机构和金融机构。 顾客的分类： 1)消费者市场 2)生产者市场 3)转卖者市场 4)政府市场 5)国际市场 企业的宏观环境 1)政治环境 2)经济环境 3)社会环境 4)技术环境 营销环境的分析评价 (一)环境扫描 (二)环境分析评价 1.环境机会：是指环境中有利于企业发展的因素。 2.环境威胁：是指环境中不利于企业发展的因素。 企业面临的营销环境有四种： 1)理想业务(好机会多，威胁小) 2)成熟业务（好机会少，威胁小） 3)风险业务（好机会多，威胁大） 4)困难业务（好机会少，威胁大） 当企业面临重大威胁时，有三种对策： 1)抵抗(试图限制或扭转不利局面)
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__ 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（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。）