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1、电大职业技能实训市场营销学题库资料小抄第1题: 服务营销组合与产品营销组合是完全相同的。对第2题: 销售物流管理活动要从库存管理向信息管理转变。 对 第3题: 顾客关系管理要求企业追逐和满足每一位顾客。不对第4题: 名牌就是指名牌产品。 不对 第5题: 品牌延伸关键在于企业有没有实力。 不对 第6题: 大米市场和食用油市场都属于消费者市场。不对 第7题: 经济性、可控性和适应性是评估企业主要销售渠道方案的三个标准。 对 第8题: 直复营销就是直接销售。 不对第9题: 消费者喜欢的电影明星属于直接相关群体。 不对第10题: 在顾客让渡价值的构成中，每一种因素的重要程度对不同的顾客是不一样的。 对
2、第11题: 为促进我国海洋运输业和保险业的发展，在进口贸易中，应尽量采用FOB和FCA成交。 对第12题: 需求的价格弹性与商品的替代程度呈正比关系。对第13题: 收到信用证，收汇就有把握了。 不对 第14题: 我国中华人民共和国商标法第八条规定，商标不得使用本商品的通用名称和图形。 对第15题: 采用顾客投诉与建议制度，就能基本了解顾客满意情况。不对第16题: 在业务市场，供需双方的关系不太密切。 不对第17题: 相对零售商而言，批发商较少注意促销、气氛和店址，因为他们的交易对象是商业顾客。对第18题: 品牌是受法律保护的知识产权。 不对第19题: 市场营销就是推销、广告等促销活动。 不对第
3、20题: 营销管理的实质是想方设法把生产出来的产品销售出去。 不对第21题: 生产观念和产品观念都是卖方市场条件下的产物。对第22题: 直接营销环境是指企业开展市场营销所面临的微观环境。对第23题: 消费者市场的需求是派生需求。对第24题: 对于有吸引力的潜在需求，企业应采取开发性营销策略。 对第25题: 相对市场占有率高而市场增长率低的业务属于问号类业务。不对第26题: 实力弱小的企业适合于采用差异性市场策略。 不对第27题: 在细分消费者市场的变量中，个性特征属于行为变量。不对第28题: 产品组合的宽度是指企业生产经营的产品项目的总数。不对第29题: 产品市场生命周期是产品的经济寿命。 对
4、第30题: 产品价格越高，销售利润就越高。不对第31题: 密封投标定价是竞争导向定价法的一种形式。对第32题: 零层渠道是产品分销的一种间接渠道。不对第33题: 经销商对其经营的产品没有所有权。不对第34题: 在产品生命周期的成长期，企业宜采用通知性广告。不对第35题: 一般说来，在生产资料的促销组合中，用于人员推销的预算比重较大。对第36题: 在服务营销中，存在着所有权的转移。不对第37题: 发动机生产厂家收购整车厂属于前向一体化经营。对第38题: 实力弱小的企业适于采用差异性营销策略。 不对 第39题: 客户关系管理本质上是对顾客满意度和忠诚度的管理。对第40题: 某顾客在正常年限内持续购
5、买某品牌从而带给公司的收入之和通常称为（顾客终身价值）第41题: 以下最适合于采用无差异市场策略的情况是（市场需求同质、企业能批量生产）第42题: 美国三大汽车公司生产的产品占据了大部分国内市场，这种市场形态应为（寡头竞争）第43题: 在品牌归属策略中，制造商品牌又称为_（全国品牌）第44题: 方便面这种产品适合采用的渠道宽度策略是_（密集性分销）第45题: 某洗涤剂公司欲推出它的改进型洗衣粉，估计竞争将会十分激烈，拟采用_战略。（快速渗透）第46题: 在产品生命周期中，企业之间的市场争夺战最激烈的阶段是_。（成熟期）第47题: 相对模拟彩色电视机而言，数字彩色电视机属于_。换代产品第48题:
6、 服务产品通常由人来提供（生产），而其享用对象也是人，这造成了服务产品具有比有形产品更大的_。差异性 第49题: 在以下三种类型的垂直通路系统中，花费成本最高的是_。（产权型）第50题: 某企业生产的产品有冰箱、冷柜、空调三大类，其中：冰箱有四种型号，冷柜有两种型号，空调有五种型号。据此可以推知：_。（3和4、2、5）第51题: 在产品的生命周期中，_需要高额的广告投资。（导入期）第52题: 在销售大型成套设备时，最理想的渠道长度策略应当是_。（零级渠道）第53题: 密封投标定价这种定价方法属于_。（竞争导向）第54题: 工业产品的促销一般多采用_的方法。（人员推销）第55题: 企业初次进入市
7、场时，往往应采用_策略。（集中性）第56题: 采用多通路分销的主要弊端之一在于_。（通路冲突）第57题: 轮胎厂收购或兼并橡胶厂是实现_战略的表现。（后向一体化）第58题: 报纸媒体的缺陷是_。（表现能力差）第59题: 品牌中可以用语言称呼的部分叫做_。（品牌名称）第60题: 整合营销传播通过同以顾客为核心的全部利益相关方进行沟通来实现_。（对长期的顾客购买活动的有效管理）第61题: 就服务与产品的结合状态而言，法律咨询属于_。（纯服务状态）第62题: 在顾客满意度测评指标体系中，顾客忠诚属于_。（2级指标）第63题: 在顾客满意度象限分析模型中，如果各类影响因素对CS的重要程度低，而且企业在
8、这些方面的表现也比较差，那么，企业的顾客满意度影响因素处于_。（机会区）第64题: 对客户关系的管理，本质上是对_。（顾客满意度与忠诚度）第65题: 在对重要客户进行RF.M分析中，“R”代表的是_。最新趋势）第66题: 产品的款式设计属于整体产品中的_。（形势产品）第67题: 美国百事公司“七喜从来不含咖啡因，也永远不含咖啡因”的广告，是极具代表性的_。（竞争性广告）第68题: 顾客对服务产品的质量判断取决于_。（体验质量与预期质量的对比）第69题: 在_的情况下，需求弹性最大。（消费者极易改变）第70题: 产品整体概念中最基本、最主要的部分是_。（核心产品）第71题: 就卖方承担的货物风险
9、而言，_。（E组最小，F和C次之，D组最大）第72题: 采用CFR贸易术语，应由_。（卖方租船定仓，买方办理保险）第73题: FCA贸易术语_。（适用于各种运输方式）多选：74、75、76、 .企业选择分销渠道时应当考虑_等因素的影响。 产品性质、顾客性质、环境性质、中间商性质、企业自身性质第75题: 可供企业选择的渠道宽度策略通常有：_。选择性营销、独家分销、密集式分销 第76题: 一般说来，评估渠道方案可以从_等几个方面进行。适应性、可控性、经济性第77题: 渠道冲突是渠道成员之间利益关系的反映，它主要有以下几种：_多渠道冲突、垂直冲突、水平冲突第78题: 企业通常采取_等方法解决渠道冲突
10、。激励、惩罚、说服协商 第79题: 作为一个系统，企业的销售物流由_等要素构成 全选第80题: 在现代市场营销环境下，企业销售物流管理呈现出_等新的发展趋势 全选第81题: 企业在制定和实施销售物流管理方案时，应当遵循_ 除利润最大化原则第82题: 与有形产品相比，服务具有_等基本特征 全选第83题: 在服务市场营销组合中，不仅包含产品、定价、地点和促销四要素，而且包_有形展示、过程、人第84题: 为了提高服务质量，企业可采取_等策略 除去加强成本管理第85题: 对企业来说，决定顾客满意水平的因素主要有_除产品的技术含量第86题: 顾客满意管理系统由以下子系统构成：_除企业营销情报子系统第87
11、题: 在营销运作层面上，CRM（客户关系管理）系统主要由_构成。销售管理子系统、营销管理子系统、服务与技术支持管理子系统第88题: 企业面对环境威胁可采取的对策有：_。转移、减轻、反抗第89题: 从定价依据来看，企业定价有以下导向：_。竞争导向、需求导向、成本导向第90题: 企业在选择营销沟通媒体时，应考虑_等因素 除竞争对手的媒体习惯第91题: “壮骨冲剂，宝宝口服，妈妈心服！”这则广告利用了一的作用。相关群体、首要群体第92题: 公共关系对产品的促销作用是_。长期的、间接的第93题: 市场细分的有效条件是_可进人性、可获利性、可衡量性第94题: 在安索夫产品一市场矩阵中，属于密集性增长战略
12、的有_市场开发、产品开发、市场渗透第95题: 在顾客让渡价值中，顾客总价值是由_构成的。 除技术价值O(_)O谢谢！【Chinas 10 must-see animations】The Chinese animation industry has seen considerable growth in the last several years. It went through a golden age in the late 1970s and 1980s when successively brilliant animation work was produced. Here are 1
13、0 must-see classics from Chinas animation outpouring that are not to be missed. Lets recall these colorful images that brought the country great joy. Calabash Brothers Calabash Brothers (Chinese: 葫芦娃) is a Chinese animation TV series produced byShanghaiAnimationFilmStudio. In the 1980s the series wa
14、s one of the most popular animations in China. It was released at a point when the Chinese animation industry was in a relatively downed state compared to the rest of the international community. Still, the series was translated into 7 different languages. The episodes were produced with a vast amou
15、nt of paper-cut animations. Black Cat Detective Black Cat Detective (Chinese: 黑猫警长) is a Chinese animation television series produced by the Shanghai Animation Film Studio. It is sometimes known as Mr. Black. The series was originally aired from 1984 to 1987. In June 2006, a rebroadcasting of the or
16、iginal series was announced. Critics bemoan the series violence, and lack of suitability for childrens education. Proponents of the show claim that it is merely for entertainment. Effendi Effendi, meaning sir andteacher in Turkish, is the respectful name for people who own wisdom and knowledge. The
17、heros real name was Nasreddin. He was wise and witty and, more importantly, he had the courage to resist the exploitation of noblemen. He was also full of compassion and tried his best to help poor people. Adventure of Shuke and Beita【舒克与贝塔】 Adventure of Shuke and Beita (Chinese: 舒克和贝塔) is a classic
18、 animation by Zheng Yuanjie, who is known as King of Fairy Tales in China. Shuke and Beita are two mice who dont want to steal food like other mice. Shuke became a pilot and Beita became a tank driver, and the pair met accidentally and became good friends. Then they befriended a boy named Pipilu. Wi
19、th the help of PiPilu, they co-founded an airline named Shuke Beita Airlines to help other animals. Although there are only 13 episodes in this series, the content is very compact and attractive. The animation shows the preciousness of friendship and how people should be brave when facing difficulti
20、es. Even adults recalling this animation today can still feel touched by some scenes. Secrets of the Heavenly Book Secrets of the Heavenly Book, (Chinese: 天书奇谈)also referred to as Legend of the Sealed Book or Tales about the Heavenly Book, was released in 1983. The film was produced with rigorous du
21、bbing and fluid combination of music and vivid animations. The story is based on the classic literature Ping Yao Zhuan, meaning The Suppression of the Demons by Feng Menglong. Yuangong, the deacon, opened the shrine and exposed the holy book to the human world. He carved the books contents on the st
22、one wall of a white cloud cave in the mountains. He was then punished with guarding the book for life by the jade emperor for breaking heavens law. In order to pass this holy book to human beings, he would have to get by the antagonist fox. The whole animation is characterized by charming Chinesepai
23、nting, including pavilions, ancient architecture, rippling streams and crowded markets, which fully demonstrate the unique beauty of Chinas natural scenery. Pleasant Goat and Big Big Wolf【喜洋洋与灰太狼】 Pleasant Goat and Big Big Wolf (Chinese:喜羊羊与灰太狼) is a Chinese animated television series. The show is a
24、bout a group of goats living on the Green Pasture, and the story revolves around a clumsy wolf who wants to eat them. It is a popular domestic animation series and has been adapted intomovies. Nezha Conquers the Dragon King（Chinese: 哪吒闹海）is an outstanding animation issued by the Ministry of Culture
25、in 1979 and is based on an episode from the Chinese mythological novel Fengshen Yanyi. A mother gave birth to a ball of flesh shaped like a lotus bud. The father, Li Jing, chopped open the ball, and beautiful boy, Nezha, sprung out. One day, when Nezha was seven years old, he went to the nearby seas
26、hore for a swim and killed the third son of the Dragon King who was persecuting local residents. The story primarily revolves around the Dragon Kings feud with Nezha over his sons death. Through bravery and wit, Nezha finally broke into the underwater palace and successfully defeated him. The film s
27、hows various kinds of attractive sceneries and the traditional culture of China, such as spectacular mountains, elegant sea waves and exquisite ancient Chinese clothes. It has received a variety of awards. Havoc in Heaven The story of Havoc in Heaven（Chinese: 大闹天宫）is based on the earliest chapters o
28、f the classic storyJourney to the West. The main character is Sun Wukong, aka the Monkey King, who rebels against the Jade Emperor of heaven. The stylized animation and drums and percussion accompaniment used in this film are heavily influenced byBeijingOpera traditions. The name of the movie became
29、 a colloquialism in the Chinese language to describe someone making a mess. Regardless that it was an animated film, it still became one of the most influential films in all of Asia. Countless cartoon adaptations that followed have reused the same classic story Journey to the West, yet many consider
30、 this 1964 iteration to be the most original, fitting and memorable, The Golden Monkey Defeats a Demon【金猴降妖】 The Golden Monkey Defeats a Demon (Chinese: 金猴降妖), also referred as The Monkey King Conquers the Demon, is adapted from chapters of the Chinese classics Journey to the West, or Monkey in the
31、Western world. The five-episode animation series tells the story of Monkey King Sun Wukong, who followed Monk Xuan Zangs trip to the West to take the Buddhistic sutra. They met a white bone evil, and the evil transformed human appearances three times to seduce the monk. Twice Monkey King recognized
32、it and brought it down. The monk was unable to recognize the monster and expelled Sun Wukong. Xuan Zang was then captured by the monster. Fortunately Bajie, another apprentice of Xuan Zang, escaped and persuaded the Monkey King to come rescue the monk. Finally, Sun kills the evil and saves Xuan Zang
33、. The outstanding animation has received a variety of awards, including the 6th Hundred Flowers Festival Award and the Chicago International Childrens Film Festival Award in 1989. McDull【麦兜】 McDull is a cartoon pig character that was created inHong Kongby Alice Mak and Brian Tse. Although McDull mad
34、e his first appearances as a supporting character in the McMug comics, McDull has since become a central character in his own right, attracting a huge following in Hong Kong. The first McDull movie McMug Story My Life as McDull documented his life and the relationship between him and his mother.The McMug Story My Life as McDull is also being translated into French and shown in France. In this version, Mak Bing is the mother of McDull, not his father.
