市场营销学5001课件之习题精选

市场营销学习题精选样题高等教育自学考试商务英语（独立本科段）《市场营销学》（一）试卷课程代码：5001考试时间：150分钟（本份试卷要求用英文作答）I.MultipleChoice(15marks,1markforeach)Directions:ChoosethebestonefromA,B,CandD.1.Asfarasthemarketingmixisconcerned,thecommunicationin7c’sreferstothe_____in7p’s.A).PromotionB).productC).PriceD).place……II．TorFStatements(15marks,1markforeach)Directions:WriteTfortrueandFforfalsestatement.1.____TQMstandsfortotalqualitymethod……III.Short-answerQuestions(25marks,5marksforeach,40-50wordsforeachquestion)Directions:Pleaseanswerthefollowingquestionsbriefly.Question1:Giveadefinitionofpersonalselling.Question2:Pleasegiveabulletpointanswertoexplaintheroleofpackaging.…….IV.CaseAnalysis(25marks,about150-180words)Athenaisalargemanufactureroftractorsandotheragriculturalmachineryinyourcountry.YouhaverecentlybeenappointedMarketingDirectorforthecompany.Showinoutlinehowyouwoulduseany5Psoftheextendedmarketingmixtodeviseyourmarketingstrategyforthenext2to7years.V.ReportWriting(20marks,about120-150words)WriteareporttoyourManagingDirectorexplainingthedifferentmethodsandtechniquesavailabletocarryoutmarketingresearch.(2marksforreportformatand18marksforcontent)Short-answerquestionsBrieflyexplainwhatismeantbyeachofthefollowing:MarketingMarketCustomersandconsumersSWOTSTEEPLEMOSTPESTSMARTStrategyandtacticsEthicalconsiderationsforpricingReportWritingWriteareporttoyourManagingDirectorbrieflyexplaining:(a)whatismeantbytheinternet(b)whatawebsiteis(c)howeachelementoftheextendedmarketingmixmighthavetobeadaptedoralteredformarketingontheinternet.要点提示To:ManagingDirectorFrom:ACandidateDate:4April,2006Subject:Marketingandtheinternet(a)1TheInternet1.1Itisacommunicationmediumthatlinksnetworksofnetworkedcomputers.1.2TheyhavetheabilitytocommunicatewitheachotherthroughtheuseofcomputersoftwaredevelopedbyInternetServiceproviders.…..(C)3ProductAlthoughareal,tangibleofferingitonlyexistsinvirtualrealityforthecustomer:3.1Extensiveuseofphotographs3.2Detailedproductdescriptions3.3Testimonialsfromsatisfiedpurchasers3.4Guaranteesandunconditionalrefundsoffered4PlaceTherearenohighstreetshopsorconveniencestoresforthecustomertodropinto:4.1Theuseofreputableinternationalcarries(DHL,Fedex)4.2Ensuringrapiddelivery(asfaraspossible)……CaseAnalysisAthenaisalargemanufactureroftractorsandotheragriculturalmachineryinyourcountry.YouhaverecentlybeenappointedMarketingDirectorforthecompany.Showinoutlinehowyouwoulduseany5Psoftheextendedmarketingmixtodeviseyour(a)marketingstrategyforthenext2to7years.(b)marketingtacticstopursuethisstrategyoverthenext12months.要点提示A)StrategyProduct:ToextendourrangeofagriculturalmachinerytocoverallaspectsoffarmingbyMarch2008.Price:ToberegardedasthebestvalueforqualitysupplierintheindustrybyDec.2007Place:TohaveestablishedmajorsalesandservicecentersthroughoutthecountrybyDec.2007Promotion:TohaveestablishedAthenaastheleadingbrandnameintheagriculturalmachineryincountrybyDec.2008People:TohaveallstafffullytrainedinserviceoperationsandproductKnowledgebyJan.2007…….QUESTION1(a)Brieflydescribetheprocessofamarketaudit.(b)BrieflyexplainthemeaningofaSWOTanalysis.(c)BrieflyexplainwhyaSWOTanalysisissoimportanttomarketplanning.ModelAnswertoQuestion1(a)Amarketauditshouldbethecontinuousmonitoringandevaluationoftheperformanceofthemarketingfunction.Assuchitwillallowforcontrolandmodificationofthemarketingfunctioninlinewithenvironmentalandcompetitiveforcesthatreactuponthecompany.Amarketingauditconsistsof7keyelements(orstages)allofwhichrequireanalysis:Themacroenvironment•theuseofSTEEPLEanalysis•demographicsanddemographictrendanalysisThetaskenvironment•markets,customers,competitors•distribution,suppliers,publics•facilitatorsandexternalagenciesMarketingstrategyaudit•missionstatement•objectivesandgoals•strategiesMarketingfunctionaudit•formalstructureandhierarchy•functionalefficiency•organisationalinterfaceefficiencyMarketingsystemsaudit•informationsystem,planningsystem•controlsystems,newproductdevelopmentMarketingproductivityaudit•profitabilityanalysis•costefficiencyanalysisMarketingfunctions(mix)audit•product,price,place,promotion•people,process,physicalevidence(b)ASWOTanalysisisananalyticaltoolforassessingareaswithinacompanyandtheexternalenvironmentaffectingthecompany.S=strengths,theseareinternalelementsoraspectsinwhichthecompanyisverystrongorhasacompetitiveadvantage.W=weaknesses,theseareinternalelementsoraspectswherethecompanyhasdeficienciesorisatacompetitivedisadvantage.O=opportunities,theseareareasintheexternalenvironmentthatacompanymightbeabletoexploittogainacompetitiveadvantage.T=threats,againthisreferstotheexternalenvironmentandrelatetopossibledangersthatmighthappenthatcouldhaveaharmfulaffectonthecompany.(c)ASWOTanalysisisimportanttomarketplanninginsofarasitshouldrevealjusthowwell(orbadly)thecompanyisdoingandexposethereasonsforsuch.Identifiedstrengthscanbebuiltonandweaknesses(hopefully)rectified.Thismightmeanproductextensions,newproductdevelopments,arethinkingofpromotionalstrategies,afreshlookatpricingan