3, () mainly rely on the information, experience and comprehensive judgment ability of the forecaster to predict the future situation and development trend of the market.

D, qualitative prediction

4, () is the use of relatively complete historical data, using mathematical models and measurement methods to predict future market demand.

C, quantitative prediction

5. The following methods do not belong to the quantitative prediction method: ()

D. Technical analysis methods

1, market segmentation refers to the process of dividing a whole market into several sub-markets with common characteristics according to consumers ().

Desire and demand

2. Market segmentation refers to the process of dividing a whole market into several sub-markets by () according to consumers' desires and needs.

I. Common features

3. There are four main variables in subdividing the consumer market, namely (), humanistic variables, psychological variables and behavioral variables.

C, geographical variables

4. () refers to a relatively homogeneous and persistent group in a certain society.

D, social class

5, market segmentation is essentially in accordance with ().

B, demand differences

1, the following does not belong to the target market strategy is ()

B, selective marketing strategy

2, () refers to the enterprise to the whole product market as the target market, with a single marketing strategy to open up the market, that is, a product and a set of marketing programs to attract as many buyers as possible.

D, indiscriminate marketing strategy

3, () is to concentrate on entering one or several market segments, the implementation of specialized production and sales.

First, centralized marketing strategy

4, () is to divide the whole market into several market segments and make an independent marketing plan for each market segment.

C. Differentiated marketing strategy

5, the following does not belong to one of the five methods to choose the target market is ()

D, channel specialization

1, the essence of market positioning is to make this enterprise and other enterprises ().

First, strictly distinguish

2. The methods of market positioning mainly include: ().

D, the first three are all

3. () This is a market positioning mode to avoid strong competitors.

First, avoid strong positioning

4. () refers to the fact that enterprises choose the market positioning that coincides with their competitors and strive for the same target customers, and there are few differences in products, prices, distribution and supply.

B, head-on positioning

5, () refers to the secondary positioning of those products with less sales and poor market response.

C, repositioning

5. 1. 1 The meaning of customer value and customer satisfaction

1, customer delivered value is the difference between () and total customer cost.

A. Total customer value

2. The total customer cost includes time cost, monetary cost, physical cost and ().

I. Energy cost

3. The total customer value includes four aspects: product value, service value, person value and ().

First, the value of the image

4, the total customer value is a series of () values that customers get from a particular product or service.

C. benefits

5, customer total cost is in the evaluation, access and use of products or services caused by customer expectations ().

C. cost

1, satisfaction refers to a person's pleasure or disappointment after comparing the perceived effect (or result) of a product with his or her expectation ().

First, the feeling state

2. Satisfaction is the difference function between perception effect and ().

First, expectations

3. Satisfaction is the difference function between perceived value () and expected value.

I. Effect

4, which can't increase customer satisfaction ().

C, improve energy costs

5. If the effect is lower than expected, the customer will ().

C, dissatisfied

1, the basic activity is to enter logistics, production and operation, logistics and distribution, marketing and sales to () in turn.

A. Services

2. The basic activity is the activity of entering logistics, production operation, transportation logistics and () service in turn.

I. Marketing and Sales

3. The five core business processes of the value chain include the realization of new products, inventory management, (), order payment and customer service.

I. Customer Detection and Maintenance

4, the task of cultivating customer loyalty is called ().

C. Relationship marketing

5. There are () types of relationship marketing:

c、5

.2.1differentiation strategy

1, () refers to the strategy adopted to make the products of enterprises obviously different from those of competitors and form distinctive features.

First, differentiation strategy

2. There are obvious differences between enterprise products and competitors' products, and the strategy adopted is ().

First, differentiation strategy

3, enterprise products and competitors' products have obvious (), and the strategy adopted to form distinctive features is differentiation strategy.

First, the difference

4, the general competitive strategy does not include ().

First, the marketing strategy

5. Is the differentiation strategy universally applicable?

C, no

.2 Cost advantage strategy

1, () refers to making the total cost of the enterprise lower than the cost of competitors in an effective way, so as to obtain profits higher than the average level of the same industry.

First, the cost leadership strategy

2, cost leadership strategy refers to the effective way, make the total cost of the enterprise is lower than the cost of (), in order to obtain higher than the average level of the same industry profits.

First, competitors

3, in the face of strong buyers to reduce product prices, enterprises in the () position can still have good returns.

First, low cost

4. Disadvantages of the strategy of large investment () cost leadership.

Yes

5. Is the cost leading strategy universally applicable?

C, no

.2.3 Unity of cost advantage and differentiation

1 Generally speaking, compared with competitors, the more enterprises can provide customized products on a large scale, the more competition they can get ()

A. Advantages

2, () is the mass production of personalized customized products and services.

First, mass customization

3. Mass customization is a form of cost advantage and differentiation ().

A. Consistency

4. Customize the service () around standardized products and services, and customize the form on a large scale.

Yes

1. The development of new products needs to go through eight steps: creativity generation, creativity screening, concept development and testing, (), business analysis, product development, market testing and commercialization.

First, the formulation of marketing strategy

2, the development of new products have () steps.

A, 8

3. () is the conception of the basic outline structure of future products, and it is the basis and starting point of new product development.

First, creativity

4. The product concept is described in consumer language ()

First, creativity

5. The adoption process of new products includes five stages: (), interest, evaluation, trial and adoption.

C, know

1, four stages of product life cycle (), growth period, maturity period and decline period.

First, the lead-in period

2. The product is quickly accepted by the market, and the period of substantial profit growth is ().

I. Growth period

3. The marketing expenses are increasing day by day, and the period of stable or declining profits is ().

C, maturity

4. The way to launch new products with high price and high promotion level is ().

First, quick skimming strategy

5, the strategy of market improvement is ().

C, maturity

1, core products, basic products, expected products, additional products and potential products ().

C. products

2, () is a name, term, mark, symbol or design, or their combination, the purpose is to identify a seller or a group of sellers products or services, and make it different from competitors' products or services.

I. Brand

3, the enterprise decided to use the manufacturer's brand, or use the dealer's brand, perhaps can use the brand name, called ().

First, brand user decision-making

4, () refers to the enterprise's existing product line using the same brand, when adding products of this product line, it still uses the original brand.

First, the product line expansion strategy

5. The strategy of introducing multiple brands in the same product category is called ().

C, multi-brand strategy

1, () refers to a group of products sold by a specific seller and buyer.

I. Product mix

2. Product mix () is the number of product lines produced and operated by an enterprise.

I. Width

3. Product portfolio () is the total number of product items in all product lines of an enterprise.

B, length

4, product mix () refers to how many varieties of each product in the product line.

depth

5, product () is the product line in the end use, production conditions, distribution channels, etc.

D, viscosity

1. The three major factors that affect marketing pricing are (), market demand and competitive factors.

A. expenses

2, enterprise product pricing to () as the lower limit.

A. expenses

3, when the market demand for goods is less than the supply, the price should be ().

B, low

4. Do you need to analyze the cost, price and products of competitors to achieve the pricing goal?

C, yes

5. Marketing consists of four basic elements, namely product, promotion, distribution and ().

C. Pricing

1. There are three pricing methods: cost-oriented, competition-oriented and ().

First, demand orientation

2, () is based on the product unit cost as the basic basis, plus the expected profit to determine the price pricing method.

First, the cost-oriented pricing method

3, enterprises through the study of competitors' production conditions, service conditions, price level and other factors, according to their own competitive strength, reference cost and supply and demand to determine the commodity price is ().

B. Competitive pricing methods

4. The method to determine the price according to the difference between market demand and consumers' feelings about products is called ().

C. Demand-oriented pricing methods

5, () refers to the enterprise to consumers' understanding of the value of goods as the basis for pricing, using various marketing strategies and means to influence consumers' cognition of the value of goods, forming a value concept that is beneficial to enterprises, and then setting prices according to the value of goods in consumers' minds.

D, cognitive value pricing method

1, () refers to making some concessions on the basic price and directly or indirectly lowering the price to win customers and expand sales.

A. Discount pricing

2. () is a price concession for those who pay in advance or in cash within the specified time.

cash discount

3. () is another price discount for customers according to the price list.

D. discount

4. Sellers often combine a group of products and sell them at a fixed price, which is lower than the price of buying these products separately ().

I. Pricing Methods of Group Products

5, enterprise production capacity is insufficient, when the product supply exceeds demand, the enterprise will ().

C, reduce the price

1, and the channel length refers to the number of () products in the process from production field to consumption field.

D, channel level

2, the width of the marketing channel refers to the number of a channel level ().

First, the middleman

3, made up of manufacturers, retailers, producers is () level channels.

B, one

4, marketing channels refers to all the links in the process of products from producers to ().

D. End users

5, channel generally refers to the product () movement.

First, move forward

1. Inventory decision includes ordering point decision and () decision.

First, the order quantity

2, the manufacturer's order processing costs include product equipment costs and ()

D, operating costs

3. () We should balance the cost of order processing and inventory maintenance.

Optimal order quantity

4, just-in-time production method changed () the specific practice of planning work.

C. Inventory

1, e-shopping belongs to () promotion means.

C. Direct marketing

2, according to the relative importance of personnel promotion, public relations and publicity, sales promotion, advertising from strong to weak is ().

I. Industrial products

3, the use of sales staff and dealers' promotional activities to market products is () strategy.

C, push

4, in the product introduction period, the use of () can make consumers know and understand the enterprise products.

I. Public Relations and Advertising

5. The company uses a small amount of advertising and personnel promotion to maintain people's minimum attention to the products, and the promotion combination strategy used by the products is to continue to maintain a strong momentum in sales promotion.

D. Period of recession

1, according to the relative importance of advertising, promotion, publicity and personnel promotion, the ranking from strong to weak is () market.

First, consumer goods

2, the following does not belong to the characteristics of commercial promotion is ()

D. valuation

3, the goal of enterprise promotion is usually ()

B, stimulate consumers to buy impromptu.

4, advertising effect evaluation includes communication effect evaluation and () evaluation.

B, sales effect

5, the following belongs to the advertising promotion means is ()

D. News media

1. The evolution of marketing organization has gone through six stages: simple sales department, sales department with marketing function, (), modern marketing department, effective marketing company and company based on process and result.

First, an independent marketing department

2, the new product development function is in the stage of ().

B, independent marketing department

3. In the () stage, the marketing and sales departments become two independent departments in the organization, but their work must be closely linked.

B, independent marketing department

4. In a company based on process and results, the job of the marketing department and the cross-functional training team is to () contact responsibilities.

D, dotted line

5. In a company based on process and result, the marketing department and () are the responsible subjects of dotted line connection.

B, cross-functional training group

1, () Marketing organization is the most common form of marketing organization.

B, functional type

2. () The marketing organization refers to a company engaged in national sales business, and often divides sales personnel by region.

I. Geographical types

3, the following does not belong to the product team structure type is ().

D, network product team

4. () should be the most suitable company for product and market diversification.

B, matrix management organization

5. () is composed of product manager, deputy product manager and product assistant.

I. Vertical product team

1, the following is not a conflict between the marketing department and other departments ()

C, department leaders tend to agree.

2. The marketing organization of () is the development trend of marketing organization.

B, customer orientation

3, various departments hold different opinions on the best interests of enterprises will lead to ()

C. Sectoral conflicts

4, in order to correctly explain and effectively meet the needs of customers, () is the center of the company.

I. Marketing Department

5, the following does not belong to the characteristics of customer-oriented marketing department is ()

Willing to work overtime in order to fulfill the promise of important delivery plan.

8.2. 1 annual plan control and strategic control

1. There are four methods of marketing control: ().

Annual plan control, strategic control, profitability control and efficiency control.

2. () refers to the marketing control activities carried out by the senior management of the enterprise, aiming at finding the deviation in the implementation of the plan and correcting it in time, helping the smooth implementation of the annual plan and checking the implementation of the plan.

First, the annual plan control

3, () refers to the comprehensive evaluation of the overall marketing effect, to ensure that the enterprise goals, principles, strategies and plans are consistent with the marketing environment.

B, strategic control

4, () is to measure and evaluate the difference between actual sales and planned sales.

C, sales analysis

5, () refers to the enterprise through the establishment of customer complaints and suggestions system, establish a fixed customer sample or through customer surveys, etc. To understand the changes of customers' attitudes towards enterprises and their products.

C, customer satisfaction tracking

1, () is generally the responsibility of the chief marketing accountant who is responsible for monitoring the internal marketing expenditure and activities of the enterprise, aiming at measuring the profitability of different products, different sales regions, different customer groups, different sales channels and orders of different sizes.

B, profitability control

2. The following procedures that do not belong to profitability control are: ()

B. compare the functional cost with the estimated cost.

3, () refers to the enterprise constantly seeking more effective ways to manage the poor performance of marketing entity activities such as sales force, advertising, promotion and distribution.

D, efficiency control

4. There are two tools for strategic control, namely ().

B, marketing benefit rating and marketing audit

5, the center of the annual plan control is ()

C, management by objectives