电大专科《市场营销学》判断正误题题库及答案（试卷号：2175）
盗传必究
判断正误题
1. 制定产品投资组合战略方案，首先要作的是划分战略业务单位。( √ )
2．需求是指人类想得到某些具体产品的愿望。( × )
3. 恩格尔系数越高，人们的生活水平越高；反之，恩格尔系数越小，人们的生活水平越低。( × )
4. 公司最直接的竞争者是那些同一行业同一战略群体的公司。( √ )
5．在许多购买行为中，不同的人扮演着不同的购买角色，其中，购买者是对购买行为有最终支配权的人。( × )
6．当产品处于介绍期时，采用广告和公共关系进行促销的效果最佳。( √ )
7．品牌是一种集合概念，蕴涵着丰富的市场信息，其中最持久并且揭示了品牌间差异的实质性的是品牌的利益。( × )
8．生产企业在特定的市场里，选择几家批发商或零售商销售特定的产品，这就是选择性销售。( √ )
9. 尾数定价的目的是使人感觉卖者计算精确、价格公道。( √ )
10.绿色营销要求产品的实体部分应尽可能减少资源的消·耗，有条件的应更多地利用再生资源。( √ )
11. 市场营销观念的一个重要特征就是将企业利润作为优先考虑的事情。( × )
12. 作为一个最佳的“补缺基点”，应当对主要竞争者具有较强的吸引力。( × )
13. 在无需求的状态下，企业营销的任务是进行刺激性营销；在需求下降的情况下，企业则应实行恢复性营销。( √ )
14. 在普通食盐市场上，消费者所表现的需求、欲望、购买行为以及对企业营销策略的反应都相似，这类产品的市场被称为同质性市场。( √ )
15. 任何消费品的营销活动都必须依据地理环境因素进行市场细分。( × )
16．市场竞争的两种形式是价格竞争和非价格竞争。( √ )
17. 产品生命周期指的是产品的经济生命，它与产品的自然寿命长短没有必然的联系。 ( √ )
18. 对于价格较低、技术性弱、买主多而分散的消费品适宜采用广告方式促销；而对于价格昂贵、技术性强、买主少而集中的工业用品，适宜采用人员推销方式促销。( √ )
19. 细分市场是由相类似的企业组成的。( × )
20. 一个人的行为、兴趣和观念主要是由其经济状况决定的。( × )
21. 市场营销学是一门建立在经济学、行为科学和现代管理学等基础上的应用科学。( √ )
22. 密集分销有利于控制企业中间商。( × )
1-4 1.市场营销学作为一门独立学科出现是在（）。（3.00分） A. 20世纪初 B. 20世纪70年代 C. 20世纪50年代 D. 18世纪中叶 2.某啤酒公司准备开发某地市场，调查后发现，该地的人不喜欢喝啤酒。对此，企业市场营销的任务是实行（）。（ 3.00分） A. 协调性营销 B. 刺激性营销 C. 扭转性营销 D. 恢复性营销 3.消费者个人收入中扣除税款和非税性负担之后所得的余额叫做（）。（3.00分） A. 个人全部收入 B. 个人可支配收入 C. 人均国民收入 D. 个人可任意支配的收入 4.一个消费者的完整购买过程是从（）开始的。（3.00分） A. 筹集经费 B. 决定购买 C. 确认需求
D. 收集信息 5.在市场营销的初创阶段，其主要研究内容是：( ) （3.00分） A. 制定适宜的产品价格 B. 如何改进产品质量 C. 推销与广告的方法 D. 如何提高生产效率 6.小刘计划购买一台电脑，但他既缺乏电脑方面的知识，又不了解有关的市场情况，对他这样的消费者，企业当务之急的营销措施是（）。（3.00分） A. 适时传递有关产品的信息 B. 赠品销售 C. 大幅度降低产品的价格 D. 保证一定的存货水平 7.一种观点认为，只要企业能提高产品的质量、增加产品的功能，便会顾客盈门。这种观念就是（）。（3.00分） A. 推销观念 B. 产品观念 C. 市场营销观念 D. 生产观念 8.某种产品面临“需求衰退”出现销售下降，企业应及时采取措施刺激人们对该产品的兴趣，这就是（）。（3.00分） A. 扭转性营销 B. 开发性营销
C. 恢复性营销 D. 保持性营销 9.“适应企业界解决问题的需要”，这是IBM公司为自己规定的（）。（3.00分） A. 企业的经营策略 B. 企业的任务 C. 企业的计划 D. 企业的短期目标 10.市场营销的核心是（）。（3.00分） A. 促销 B. 分配 C. 生产 D. 交换 11.以“顾客需要什么，我们就生产供应什么”作为座右铭的企业是（）企业？（3.00分） A. 市场营销导向型 B. 生产导向型 C. 销售导向型 D. 社会营销导向型 12.某油漆公司不仅生产油漆，并拥有和控制200家以上的油漆商店，这就叫（）。（3.00分） A. 前向一体化
会计专业学位外语考试模拟试题（1） 2010.12 一、语音题。(每空1分，共5分) 1、A. holiday B. some C. come D. cover 2、A. thousand B. surround C. cloudy D. should 3、A. great B. fate C. palace D. grade 4、A. move B. notice C. motor D. whole 5、A. choose B. flood C. spoon D. food 二、辩错题。(每题1分，共5分) 6、There was no bus. I have to walk home. A. no B. have C. to walk D. home 7、She has read the article last week. A. has read B. the C. article D. last 8、We set up a lot of universities since 1949. We have also set up a Central Radio and Television University. A. set up B. since C. also D. a 9、By now Old Wang worked in that factory for twenty years. A. worked B. in C. that D. for 10、Now that they have successfully passed the TOEFL, the students were ready to begin their classes at the university. A. Now that B. successfully C. were D. to begin 9、Hangzhou is the most beautiful city I saw. A. the B. most C. city D. saw 三、单选题。(每题1分，共25分) 11、It _____ the eyes to read in such poor light.
2017年电大《大学英语》B电大网考试题及答案（一） 一、交际英语 1、---I'll fly to Shanghai on business next Friday. ---____________________________ A：That's very nice of you. B：I don't think so. C：Can't you go? D：Have a good trip. 答案：D 2、--I went to the beach and got plenty of rest. --___________. You looked tired last time I saw you. A：I hope so B：Really C：I'm glad you did D：The sound was nice 答案：C 3、---This is John. -- ___________ A：Oh, I have never seen you. B：Yes, I am glad. C：Hello, John. Nice to meet you. D：How are you? 答案：C 4、-- Please help yourself to the seafood. -- ________ A：No, I can't. B：Sorry, I can't help. C：Well, seafood don't suit. D：Thanks, but I don't like seafood. 答案：D 5、- Could I borrow your car for a few days? - ________ A：Yes, you may borrow. B：Yes, go on. C：Sure, here is the key. Enjoy your journey. D：It doesn't matter. 答案：C 二、阅读理解 1、 Snowflakes look like white stars falling from the sky. But there have been times when snow has looked red, green, yellow, or black. There have been snowflakes of almost every color. Think how it would seem to have colored snowflakes coming down all around you.
学位英考试试题-1 Part I Reading Comprehension (30%) Directions: There are three passages in this part. Each passage is followed by some questions or unfinished statements. For each of them there are four choices marked A, B, C and D. You should decide on the best choice and blacken the corresponding letter on the Answer Sheet. Passage 1 Questions 1 to 5 are based on the following passage: Archaeology, like many academic words, comes from Greek and means, more or less, “the study of old things”. So, it is really a part of the study of history. However, most historians use paper evidence, such as letters, paintings and photographs，but archaeologists (考古学家) learn from the objects left behind by the humans of long ago. Normally, these are the hard materials that don't break down or disappear very quickly—things like human bones and objects made from stone and metal. It is very unusual to find anything more than the hard evidence of history--normally, the bacteria (细菌) in the air eat away at soft materials, like bodies, clothes and things made of wood. Occasionally, things are different. In 1984, two men made an amazing discovery while working in a bog called Lindow Moss, in the north of England. A bog is a very wet area of earth, with a lot of plants growing in it. It can be like a very big and very thick vegetable soup—walk in the wrong place and you can sink and disappear forever. The men were working when one of them saw something sticking out—a human foot! Naturally, the men called the police，who then found the rest of the body. Was it a case of murder? Possibly--but it was a death nearly two thousand years old. The two men had found a body from the time of the Roman invasion of Britain. Despite being so old, this body had skin, muscles, hair and internal organs—the scientists who examined him were able to look inside the man's stomach and find the food that he had eaten for his last meal! Why was this man so well preserved? (76) It was because he was in a very watery environment, safe fi:om the bacteria that need oxygen to live. Also, the water in the bog was very acidic. The acid preserved the man's skin in the way that animal skin is preserved for leather coats and shoes. How did he die? Understandably, archaeologists and other scientists wanted to know more about the person that they called,“Lindow Man”. (77) His hands and fingernails suggested that he hadn't done heavy manual work in his life—he could have been a rich man. They found that he hadn't died by accident. The archaeologists believe that he was sacrificed to three different gods. 1. Which language does the word “archaeology”come from? A. French. B. Greek. C. Roman. D. German. 2. The word “these” in the first paragraph refers to_______. A. letters B. photographs C. paintings D. objects 3. Which of the following helped to preserve“Lindow Man”? A. Ice and Iow temperature. B. Bacteria and oxygen. C. Soil and energy. D. Acid and water. 4. According to the passage, which of the following statements is TRUE?
2013电大《市场营销学》 形成性考核册答案 四、简答题（每小题6分，共18分） 1．销售观念是在什么背景下产生的？它与市场营销观念有何不同？ 答：1、产生背景：卖方市场向买方市场过渡的阶段，致使部分产品供过于求。 具体表现如下：（1）生产的社会化程度的提高，促使劳动生产率提高，商品数量增加，许多商品开始供过于求。 （2）竟争的加剧，使企业急于将制成的产品卖出去，以强化或高压推销的手段来销售那些积压和销售不力的产品，为了争夺顾客，有些企业采取了欺骗和硬性推销的行为，反而招致了消费者的反感。 2、两者的区别： ①营销出发点。推销观念是以产品为出发点；市场营销观念是以消费者的需求为出发点。 ②营销目的。推销观念是通过大量推销产品获利；市场营销观念是通过满足需求达到长期利润的。 ③基本营销策略。推销观念是以多种推销方式竟争；市场营销观念是以发现和满足需求竟争。 ④侧重的方法。推销观念是以派员销售和广告宣传为主；市场营销观念是实施整体营销方案。 ２．企业的多角化增长战略有哪几种具体途径？ 答：（1）多角化增长战略是企业尽量增加经营的产品的种类和品种,使自身的特长得以充分发挥,人、财、物力资源得以充分利用，且减少风险、提高整体效益。 （2）具体的三种途径有： 同心多角化指企业利用原有的技术、特长、专业经验等开发与本企业产品有相互关系的新产品。 ②水平多角化。指企业仍面向过去的市场，通过采用不同的技术开发新产品，增加产品的种类和品种。 ③复合多角化。指企业通过购买、兼并、合资或者内部投资等方式，扩大营领域，增加与企业现有的产品或服务大不相同的产品或服务。 ３．企业面临环境威胁的对策如何？ 答：企业对付环境威胁的对策有三种： ①对抗策略。企业试图通过自己的努力限制或扭转环境中不利因素的发展。 ②减轻策略。企业力图通过改变自己的某些策略，以降低环境变化威胁对企业的负面影响程度。 ③转移策略。企业通过改变自己受到威胁的主要产品的现有市场或将投资方向转移来避免环境变化对企业的威胁。 4．五个“W”和一个“H”具体指什么？企业营销者为什么必须搞清楚五个“W”和一个“H”？ 答：（1）“5W1H”指： ①“什么” What 了解消费者购买什么、了解什么。 ②“谁” Who 既要了解消费产品的是哪些人，又要弄清购买行动中的“购买角色”。
电大英语考试试题及答案 交际用语 A（（句子的开头字母）） 1、Afternoon, sir. Where to? A. Please get me to the airport 2、Are you sure about that? D. Oh, yes. I’m absolutely positive 3、All the team members tried their best,We lost the game, .A.However 4、A lecture hall is where students attend lectures.C.one B 1、Before I got to the cinema, the film . A.had begun C 1、Could you tell me where Mr. Lake is?-- B. At the office 2、Can I help you to get it down? C. Thanks. It’s so nice of you 3、can you turn down the radio,please?B.I’m sorry,Ididn’t reahze it was that loud 4、Can I get you a couple of tea?A.That’s very nice of you D 1、Do you think the exam will be put off? C. Not likely 2、Don’t worry,There is --------------roomfor all your books here C.enough E 1、Excuse me, would you lend me your calculator? A. Certainly. Here you are 2、Excuse me,now can I get to the nenrest supermarket?D.Sorry,sir,I’m a stranger here myself F 1、Fine weather it is! A.What H 1、Hello, Sally. How’s everything?— D. Just so-so 2、Hello, could I speak to Don please?-- _D. Who’s speaking? 4、How’s the movie? Interesting? C. Far from. I should have stayed home watching TV 5、Her parents died when she was very young,so she was brought up byher aunt. 6、-------he said is quite right. B.What 7、Hello,Saiiy,How’s everything? C.Just so-so I 1、I don’t like the spots programs on Sundays.—B. Neither do I 3、In my opinion, you’d better take a couple of days off.A. I’ll take your advice 4、I think the Internet is very helpful. — A. Yes, so do I 5、I have an appointment with Dr. Johnson. —C. Please wait for minute. He is busy now 6、I’m trying to call Marie, but there’s no answer. D. Really? Maybe she’s out 7、Is this the motel you mentioned? B. Yes, it’s as quiet as we expected 8、It happened on a winter night 9、I know it isn’t important but I can’t help thinking about it 10、I don’t suppose he will attend the meeting,B,will be 11、I think all these are main points much attention B.worthy of 12、I prefer classicmusic pop muice. D.to 13、I’m tired. I working very hard.B.have been L 1、Let’s take a walk. A. Yes, let’s 2、Let me the case carefully berore I apaw a conclusion.B.look into M 1、May I help you, madam?-- D. Yes, I’d like 2 kilos of oranges
31. Tom’s father has taught English here since he graduated from Peking University.汤姆的父亲从北京大学毕业后就一直在这里教英语。 32. Please give this book to whoever comes first 请把这本书给最先来的人。. 33. Though it was late, they kept on working尽管已经很晚了，他们还在继续工作。 31. Apples here like water and sunshine. 这里的苹果喜欢水和阳光。 32. Fred was such a hardworking student that he soon came our first in the class. 弗莱德是一个学习十分用功的学生，以至于不久他就成了班里学习最好的学生 33. Ted and William have lived under the same roof for five years. 泰德和威廉已经在同一个屋檐下生活了五年了。 31. A lot of natural resources in the mountain area are to be exploited and used. 那个山区有许多自然资源有待于开发利用 32. In Foreign Languages Department, a checking machine is used to correct the students’ test papers. 在外语系，用阅卷机给学生阅卷 33. The students are encouraged by their teacher to do more listening, reading and writing. 老师鼓励学生多听，多读，多写 31. There is a large amount of energy wasted due to friction. 由于摩擦而损耗了大量的能量。 32. This place has plentiful material resources这个地方的物质资源是丰富的. 33. Various substances differ widely in their magnetic characteristics. 各种材料的磁性有很大的不同 31. The more passions we have, the more happiness we are likely to experience. . 我们的激情越多，我们有可能体验到的快乐就越多。 32. Each time history repeats itself, the price goes up. 历史每重演一次，代价就增加（一分）。 33. In an age of plenty, we feel spiritual hunger. 在这个物质财富充裕的时代，我们感到精神上的饥渴 31. In no other country in the world can you find such plants as this one. 像这种植物在世界上的其他任何一个国家中都找不到。 32. I was having a nap when suddenly the telephone rang我在睡觉时，电话铃突然响了。. 33. All that glitters is not gold. 闪光的东西，未必都是金子 31 Bill hit his car into a wall last night. 昨晚比尔开车时车撞到了墙上。 32 Would you please help me with this heavy box? 你能帮我抬一下这个很沉的箱子吗？ 33 He has taught English in this university ever since he moved to this city. 自从他来到这座城市就在这所大学里任教 31 Transistors are small in size and light in weight. 晶体管的体积小，重量轻 32. John and his brother differ in personality even if their differences in age are not significant. 尽管约翰和他哥哥在年纪上相差不大，但他们的个性却不相同。 33. If you decided to learn a new language, you would have to dedicate yourself wholeheartedly to the cause. 如果你决定学一门新的语言，你必须全身心地投入。 31. You needn’t go there anymore. He already knows about it. 你不必去了，他已经知道那件事了。 32. As is known to all, China is a developing country. 众所周知，中国是一个发展中国家 33. The most common samples of inorganic materials are the gases of the atmosphere, water, rocks, etc. 大气中的气体、水、岩石都是无机物中最普通的实例 76.The study was means to examine how the brain reacts to electromagnetic fields caused by wireless phone signals。研究意图检测大脑是如何对无线电信号引起的电磁场反应的 77.Experts said the results were interesting, but urged that they be understood with great care。专家指出这一结果值得关注，但是在解释时需要特别谨慎 78.Nor is electronic multitasking entirely new: We’ve been driving while listening to car radios since they became popular in the 1930s。电子操作的多任务处理也并不是全新的：自从十九世纪三十年代它们流行开始，我们就边开车边听音乐了 79.Although multitasking kids may be better prepared in some ways for today’s fast-paced workplace, many scientists are positively alarmed by the trend。在如今的快节奏工作环境里，尽管能够多任务处理的孩子在某种程度上也许会准备的更好，但许多科学家的确被这种趋势震惊了。 80.In Germany, nuclear power has been a repeatedly argued and widely felt issue for decades。在德国数十年来核武器已经被反复争论，并且引起广泛的讨论 81. Earthquakewhich recently happened in Japanhad changed the surface of earth。最近发生在日本的地震改变了
工商管理专科之《市场营销学》复习试题汇总 1、市场营销学作为一门独立学科出现是在（B）。A、本世纪50年代B、本世纪初C、本世纪70年代D、18世纪中叶 2、1912年（A）写出第一本以“Marketing"命名的教科书，被认为是市场营销学作为一门独立学科出现的标志。 A、赫杰拉齐 B、鲍敦 C、彼得.杜拉克 D、菲力普.科特勒 3、从市场营销学的角度来理解，市场是指（D）。A、买卖双方进行商品交换的场所B、买卖之间商品交换关系的总和C、以 商品交换为内容的经济联系形式D、某种商品需求的总和 4、市场营销学是一门（A）。A、应用科学B、经济学C、社会学D、心理学 5、第二次世界大战后，在美国新的市场形势下形成了一种全新的经营哲学，这就是（D）。 A、生产观念 B、产品观念 C、推销观念 D、市场营销观念
6、工商企业的市场营销工作最早是以（A）为指导思想的。 A、生产观念 B、产品观念 C、推销观念 D、市场营销观念 7、市场营销观念的中心是（B）。 A、推销已经生产出来的产品 B、发现需要并设法满足它们 C、制造质优价廉的产品 D、制造大量产品并推销出去 8、一种观点认为，只要企业能提高产品的质量、增加产品的功能，便会顾客盈门。这种观念就是（B）。 A、生产观念 B、产品观念 C、推销观念 D、市场营销观念 9、市场营销观念的模式可概括为（A）。 A、市场——产品——市场 B、产品——市场——产品 C、资源——产品——市场 D、资源——市场——资源 10、营销在公司中最理想的地位是（D）。 A、营销作为一个比较重要的功能 B、营销作为主要功能 C、
顾客作为核心功能D、顾客作为核心功能和营销作为整体功能 1、“适应企业界解决问题的需要”，这是IBM公司为自己规定的（ B ）。 A、企业的短期目标 B、企业的任务 C、企业的经营策略 D、企业的计划 2、对那些处于发展行业中的企业和目前经营业绩好、环境变化不大的企业适宜采用（C ）战略。A紧缩B抽资C稳定发展D、维持 3、对AB类的业务单位，可供选择的投资策略应是（A ）。 A、发展策略 B、维持策略 C、收缩策略 D、放弃策略 4、某业务单位市场增长率为15%，相对市场只有率为1.5，该业务单位属于（B ）。A、A类B、B类C、C类D、D类 5、某油漆公司不仅生产油漆，并拥有和控制200家以上的油漆商店，这就叫（ A ）。
财经英语答案 【篇一：浙江财经学院英语翻译大赛试卷和答案】txt>考核方式：闭卷考试时间：120分钟第一题：汉译英 15% 1.市场需求 _____________________________________________________ 2.社会主义市场经济 ______________________________________________ 3.可持续发展战略 ________________________________________________ 4.深化改革 ______________________________________________________ 5.人寿保险公司 __________________________________________________ 6.综合国力 ______________________________________________________ 7.消费者物价指数 _________________________________________________ 8.社会主义和谐社会 _______________________________________________ 9.九年制义务教育 __________________________________________________ 10.中国人民政治协商会议 ___________________________________________ 第二题：英译汉 15% 1. intellectual property rights_________________________________________ 2. future exchange_____________________________________________ ____ 3. closing price_________________________________________________ ____ 4. loan and trust company____________________________________________ 5. extensive economy______________________________________________ __ 6. export quota _____________________________________________________ 7. certified public accountant_________________________________________ 8.
北京地区成人本科学士学位英语统一考试 2016.05.07 阅读理解： 语法选择题： 16. “Can your brother and sister understand the English teacher?”“No, ____ of them can. “ A. Not either B. not one C. neither D. no one 17. Someday in the future they are bound to ____ for the crimes they have committed today. A. pay B. cost C. catch D. spend 18. a true friend is one who offers you a helping hand when you are ______. A. in order B. in public C. in time D. in trouble 19. Young boys and girls stood on _____ sides of the street to welcome the president from Africa. A. every B. each C. both D. all 20. Last night a big fire _____ in the suburbs of the town, causing huge losses to the area. A. broke down B. came down C. broke out D. came out 21. Customers: Waiter, a table for two, please. Waiter: Yes, sir. There’s one but it’s close to the door. Customer: ____. We’ll take it. A. Excuse me B. Not at all C. Well, it doesn’t matter D. Not really 22. A child’s five year is important as far as learning is ______. A. touched B. worried C. concerned D. affected 23. The man fell in love with her at first ______. A. scene B. sight B. look D. sign 24. They key ____ success is hard work and persistence. A. on B. to C. for D. of 25. We are all very grateful ______ you for your help. A. on B. from C. with D. to 26. If Jack ____ to the office tomorrow, give him the letter please. A. come B. comes C. came D. come 27. ____ Yellow River is known to be ____ second longest river in China. A. The, the B. /, / C. The, / D. /, the 28. Neither Jane nor Ted ______ going to meet Professor Jones next Friday because both of them will be busy with their classes then. A. are B. were C. is D. was 29. By the year 2020, China’s population probably _____ 1.4 billion. A. will be reaching B. are reaching C. will have reached D. has reached 30. Mary is the only student in my class _____ speaks Chinese. A. who B. which C. where D. what 31. Anna complained the hotel was too expensive. It had ____ her 1,000 dollars for the night. A. spent b. charged C. offered D. bought 32. ____ was in a completely different way that he played the game. A. That B. It C. There D. As 33. ____ all his homework for today, Tom felt very much relaxed and went out for a walk around his neighborhood. A. to finish B. To have finished C. Finished D. Having finished 34. The weather forecast says there’s going to be a heavy storm here in two or three hours, so we have to hurry back home _____ it comes.
1、企业的战略规划包括哪些主要内容? 答:企业战略规划包括四个步骤: (1规定企业的任务;(2制定为实现企 业任务的长期目标和短期目标;(3制定出指导企业实现目标,选择和实施战略的方针;(4决定用以实现企业目标的战略。2怎样理解市场营销组合的概念与意义? P38市场营销组合:是企业在选定的目标市场上,综合考虑环境能力,竞争状况结企业自身可以控制的因素加以最佳组合和运用,以完成企业的目的与任务。伊杰.麦卡锡教授把企业自身可以控制的因素概括为四部分,即产品,价格,渠道和销售促进,按英文字头简称’4P’ 3简述影响消费者行为的内在因素的主要内容。 影响消费者行为的内在因素。即个性心理特征,包括动机、感受、态度、学习等方面。 (1动机。消费者行为的直接原因是动机。 消费者动机是复杂的,可以把它们概括为两部分:生理动机和心理动机。(2需要。是人们对于某种事物的欲望或要求。 消费者的购买行为是由动机推动的,而动机又是某种需要的反映,或者说是一种被刺激起来的需要。在对需要与动机的分析中,行为学者、心理学家曾提出许多分析方法,其中马斯洛的需要层次理论对消费者行为分析有着重要的参考价值。马斯洛指出人类的需要可以由低到高顺序排列成不同的层次,即生理需要、安全需要、社会需要、自尊需要、自我实现需要。(3感受。指消费者在其了解的范围内,通过其眼、耳、鼻、舌、身接受外界色、形、味等刺激或环境所形成的心理上的反应,是个体对于社会和物质环境的最简单、最初的理解。(4态度。通常指个体对事物所特有的一种协调一致的、有组织的、习惯性的内在心理反应。作为消费者态度对
消费者的购买行为有很大的影响。(5学习。即指“在相似的情况下,由过去的行为所引发的行为改变”,换言之,学习是指由于经验而引起的个人行为的改变。 4、简述消费者购买行为的主要类型与企业 的营销对策 答:由于消费者需要解决的问题难易程度不同,就使不同商品的购买行为的复杂程度有明显的区别。主要有以下三种:(1经常性的购买:也叫惯例化的反应行为,是一种简单的、频度高的购买行为,通常是指购买价格低廉的、经常使用的商品。一般来说消费 者对这类商品的规格、牌号都很熟悉,不会 花很多时间和精力去购买这类商品。面对这 种情况,企业除了研究消费者的爱好外,要 保证商品的质量和一定的存货水平,保持价 格的相对稳定,注意对现有消费者的“强化” 工作,还要利用种种诱因如出色的广告、成 功的商品陈列和别出心裁的促销方式吸引 潜在的消费者。(2选择性的购买:也叫有 限地解决问题。这种类型复杂于前一种。消 费者对于这类产品有过购买经历,有些基本 知识,但是由于对新的商标、厂牌不熟悉, 有风险感。这时的购买行为就比较复杂,企