市场营销学5001课件跟习题精选

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).Promotion B).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,afreshlookatpricingand/ordistributionmethods. Theopportunitiesanalysismightrevealareasfornewproducts,newmarketsorpossibly,neworadditionalsegments.Itmayrevealapotentiallynewchannelofdistribution.Thethreatsanalysismightrevealpreviouslyignoredcompetitors,achangeinconsumerperceptions,achangeintrendsorpurchasebehaviourinthemarket.Alloftheseelementsallowthemarketertoalterorfinetunetherespectivemarketingmixesassociatedwiththeirproductsorservicesinthelightofinformationobtained. QUESTION2 Brieflydescribetheroleofmarketingforeachofthefollowing: (a)anationalcharity (b)amanufacturerofladies'perfumes (c)centralgovernment (d)amarketstallholdersellingfruitandvegetables.ModelAnswertoQuestion2 (a)Anationalcharity: •toinformitspublicsofitsexistence •toeducateitspublicsastoitspurposeandaims •topromotethecharity’sworkandachievements •togainsupportandcreatefavorableperceptionsandattitudestowardsthecharity •totryandencouragedonationsandothertypesofassistance(b)Manufacturerofladies’perfumes: •toinformofproduct’sexistence •topromotethebenefitsofusingtheperfumes •toencourageandpromptsalesandrepeatusage •togainmarketacceptanceandmarketshare •tobuildbrandimageandbrandperceptions •topositiontheproductswithinthemarketplaceandcustomer’smind •tomaximisedistribution(inlinewithbrandpersonality) •productandpackagingmodificationsinlinewithtastesandtrends •seasonalsalespromotionstoenhancesalesandmarketshare(c)Centralgovernment: •toinformpublicsofimportantdevelopments •toeducatepublicsaboutmattersofconcerntothenationsortheirownindividualwellbeing •tochangebehaviourand/orattitudes •tostimulateinterestandfurtherdiscussionsofimportantissues •toassistand/orpromotetradeininternationalmarkets(d)Amarketstallholdersellingfruitandvegetables: •ensuringthebestlocationpossibleforthestall •ensuringcontinuityofsupplyofproduct •displayingproduceinthebestpossiblewaytopromotesales •pointofsalesdisplaysandpricing •possibleaggressivepersonalsellingtosecuresales •buildingpersonalrelationshipstomaximisecustomerretention QUESTION3 WriteareporttoyourManagingDirectorindicating6differentexternalagenciesthemarketing departmentmightwishtouse,supplyingrelevantexamplesoftheservicesthateachmayoffer. (2marksforreportformat,18marksforcontent)ModelAnswertoQuestion3 To:ManagingDirector From:ACandidate Date:4April2003 Subject:Externalagencies 1.1Advertisingagency 1.1.1Responsiblefor(possibly)thecreation,productionandplacementofmediaadvertising. 1.2Publicrelationsagency 1.2.1ResponsibleforcarryingoutPRactivitiessuchassponsorship,exhibitions,media relationsandcrisismanagement. 1.3Salespromotionagency 1.3.1Willdevise,prepareandcarryoutspecifiedsalespromotionactivitiesinlinewithcurrentmarketingtactics. 1.4Mediaindependentagency 1.4.1Willhavefullknowledgeofcurrentmediachannelsandtheirfeesandwilladvisetheorganisationonwhichisthebestfortheircommunications. 1.4.2Willnegotiaterateswithmediaownersandplaceadvertisingaccordingly. 1.5Directmarketingagency 1.5.1Willpreparedirectmarketingcampaignsfromtheirownororganisationsdatabase(s)and takefullresponsibilityforconductingsuchacampaign. 1.6Exportagency 1.6.1Willhandlesalestointernationalmarketsonbehalfofanorganisation.Additionalacceptableanswerscouldbe: 1.7Personalsellingagency 1.7.1Willprovidehighlytrainedspecialistsalesforceonatemporaryormorepermanentbasis tosupplement(orreplace)anorganisation’ssalesforceforspecificsalescampaigns. 1.8Productdevelopmentagency 1.8.1Willbecommissionedbyanorganisationtoprovideideasfornewproductdevelopments orindeedformodificationstoexistingproducts−newproductdevelopmentagency. 1.9Patentagency 1.9.1Willhandleallthelegalaspectsofregisteringapatentortrademarkwiththerelevantauthorities. 1.10Packagingspecialistagency 1.10.1Willprovidespecialistservicesinthedesignandmanufactureofpackagingfororganisationalproducts. 1.11Brandnameagency 1.11.1Willbegiventheresponsibilityofcreatingabrandnameforanewproduct.Willalsocarryoutextensiveresearchtocheckthevalidityandlegalityofanysuchname. QUESTION4(Compulsory) YouhavebeenappointedMarketingManagerforatheatre,situatedinthecentreofyourcapitalcity. Showinoutlinehowyouwoulduseany5Psoftheextendedmarketingmixin: (a)yourproposedmarketingstrategyforthenext3-5years (10marks) (b)themarketingtacticsyouwouldemployduringthenext6–18months. (10marks) (Youranswersmustrelatetoandberelevantforthetheatre)QUESTION5 Brieflyexplainwhatismeantbyeachofthefollowing: (a)amarketaudit(5marks) (b)theInternet(5marks) (c)e-commerce(5marks) (d)SWOT.(5marks)(a)MarketAudit Thisisacontinuousandsystematicinvestigationandanalysisofthemarketingfunctionwithinan organisation.Itwilllookatsuchthingsas: ·themacro-environment(usingSTEEPLEorPEST) ·thetaskenvironment(markets,competitors,customersetc) ·themarketingstrategy(mission,objectives,strategiesetc) ·organisationalaudit(structure,efficiency,relationshipsetc) ·marketingsystems(information,planning,controletc) ·marketingfunction(products,prices,promotionsetc)(b)TheInternet TheInternetisagenericnamethathasbeengiventoanelectronicglobalcommunicationand informationsystem,facilitatedthroughtheuseofcomputers.Itconsistsofmanynetworksof networkedcomputersallwiththeabilitytoaccesstheworldwideweb.Itallowsfore-mail communicationacrosstheglobe,currentlyhasinexcessof1.8billionwebpagesandinexcess of36millionwebsitescoveringeverysingletopicyoucanthinkof.Itallowscompaniestoinform oftheirexistence,toadvertisetheirproductsorservicesandinmanycasesenablescustomersto purchasefromthemusinge-Commercewhilst'on-line'.(c)eCommerce Referstoelectroniccommercialtransactions.AmajorfeatureoftheInternetistheabilityfor consumers(andorganisations)tocarryoutpurchasesandtransactionsacrosstheglobe,bythe useofelectroniccontactviaacomputer.Customerscanorderwhatevertheylike,payforthem usingacreditorchargecardandsitbackandawaitdeliveryoftheorderedgoods.Thereareno retailoutlets,nosalesstaffandpricesusuallyreflecttheabsenceofmiddlemenandretailersby beinglower.eCommerceisnowworthinexcessof$2billionperdayacrosstheglobe.Currently B2B(businesstobusiness)transactionsaccountfor90%ofalleCommercetrading.(d)SWOT Thisistheacronymforananalyticaltoolusedinbusiness,andreferstoStrengths, Weaknesses,OpportunitiesandThreatsinanorganisation’soperatingenvironment.An organisationwilllookatitsownoperationandtrytoidentifywhereithasstrengths(suchas productrange,marketshareetc).Similarlyitwillseektoidentifyinternalweaknessesalso(old machinery,poordistributionetc).Lookingattheexternalenvironmenttheorganisationwilltryto identifyopportunitiesthatcanbeexploited(newmarkets,newtechnologyetc)andthreatsor potentialthreatsmightharmoreffecttheorganisation(newcompetitors,decliningmarketsetc).QUESTION6 (a)Brieflyexplainthedifferencebetweenmarketingresearchandmarketresearch. (4marks) (b)Brieflyexplain,usingasuitableexample,5differenttypesofmarketingresearch. (10marks) (c)Show,usingasuitableexampleofeach,thedifferencebetween: (i)atrackingstudy(3marks) (ii)ad-hocresearch.(3marks) (a)Marketingresearchreferstoanyaspectofthemarketingoperation.Suchresearchmightbeintopricing,productsortypesofdistributionetc. Marketresearchimpliesresearchcarriedouttoinvestigatetheparticularaspectsofaspecifiedmarket.(b)SalesResearch Thecompanywishestoknowexactlyhowmanyitisselling,whoisbuyingorhowmanyeachbuyeractuallybuys. CompetitorResearch Thecompanymaywishtoinvestigatewhoitscompetitorsare,whattheysell,whattheirpricesare,theirmethodsofdistributionetc. AdvertisingResearch Thecompanymaywishtoinvestigatetheeffectivenessofarecentadvertisingcampaign. ConsumerResearch Thecompanymightwanttofindoutconsumers'attitudesandopinionstowardstheirvariousproducts. Distributionresearch Evaluatingtheeffectivenessofdistributionchannels,investigatingalternativeornewmethodsofdistribution.(c)(i)Atrackingstudy Thisisresearchthatiscarriedoutoveraperiodoftimeandisprimarilyusedtocheckon(ortrack)changesinadependantvariable,duetotheactionsofanothercausalvariable. Researchisusuallycarriedoutbefore,duringandafteranevent. Example Acompanymightwishtomonitorchangesintheconsumerlevelofawarenessforoneofitsproductsbefore,duringandafteranadvertisingcampaign.(ii)Ad-hocresearch Thistendstobeaoneoffresearchprojectthatiscarriedouttoobtaininformationordata aboutaveryspecifictopic. Example Acompanywishestoevaluatetheincreaseinsalesfollowingatrainingprogramforitssales force.QUESTION7 (a)Brieflyexplainthevariousrolesinadecision-makingunit(DMU)foranindustrialorganization. (b)Whyisknowledgeoftheserolessoimportanttoacompanyprovidinggoodsorservicestosuchanorganization?(a)IndustrialDMUrolesare: Starter(orinitiator) ·Theonewhofirstrealisesapossibleneedforaproductorservice Advisor ·Apersonwhomightbeaskedforadviceeitherforreassuranceorbecauseofpreviousexperienceand/orknowledge Decisionmaker ·Thepersonwhowillmakethedecisionastowhetherornotthepurchasewilltakeplace Purchaser ·Thisisthepersonwhowillactuallymaketheorder.Itispossibletheywillnothavebeenaskedforanyadvice,beeninvolvedinanydecisionmakingandhavenothingtodowiththeusageofthepurchase Enduser ·Thepersonwhomaybetheonethatactuallyusesthepurchase,frequentlytheymaynothavebeeninvolvedatanyotherstageoftheprocess Gatekeeper ·ThisisapersonwhocouldcontrolaccesstoothermembersoftheDMUorpossiblytheflowofinformationtothemembers Financier ·Inanindustrialsituationthisisalmostcertainlygoingtobeaccountsmanagementordepartment,whomayormaynothavebeeninvolvedinthebuyingprocessinanymanner(b)Importancetomarketingdepartment: ·toidentifygatekeeperandtheirlevelofimportance ·identifytheadvisorsandthetype,levelandimportanceoftheadviceoffered ·identifyeventualdecisionmaker,orifagroupdecisionwhoisthemajorforceinthedecisionunitandtheleveloftheirimportance Dependentonthetypeofproductorservicesold,eachdifferentrolemayhavemajorsignificanceonaneventualpurchase. Aroutinere-buysituation(consumables,wellestablishedrawmaterialsetc)thenmajorroleisthatofthepurchaser(thebuyer)whowillbelittlemorethananorderplacer.Gatekeeperhasnoinfluence. Amodifiedre-buy(whentheorganisationmightbeconsideringachangetoanewsupplier,orachangeintheactualproductpurchased)thenadvisorsanddecidersbecomemoreimportant. Theyneedtobecontactedandanappropriatepresentationorrepresentationmadetothem. Gettingpastthegatekeeperbecomesmoreimportanttoensureyoureachtherightpeople. Anewbuy(buyingfortheveryfirsttime).Identifyingandgettingpastthegatekeeperisessential. Knowledgeofadvisorsisveryimportantandidentifyingthedecisionmakerisalsoveryimportant. Theroleoftheadvisorisparamountasitmaywellbetheresultoftheirinputthatdecidesthepurchasedecision.Thefinancierassumesmajorimportanceinrespectofmajorcapitalpurchasesandapresentationofcost-benefitsmayberequiredtogaintheirsupport. Fortechnicalproductstheninvariablyitwillbetheadvisorsandenduserswhowillhavemostoftheinfluenceastheywillbeprimarilyconcernedintheuseofthepurchase.Decidersmaysimplyfollowtheiradvicesubjecttopossibleinfluencefromfinancier. Mostindustrialsellingreliesagooddealupon: Personalselling ·Whoistheadvisorordecisionmakerthesalespersonneedstoseetomakeaneffectivepresentation?Whatistheirbuyingpolicy?Isitcost,quality,deliveryorafterservice? Exhibitionsandtradeshows ·Whoaretheimportantpeoplethatshouldbeinvited,entertainedandspokentoontheorganisationstradestand? Tradepressadvertising ·Whoislikelytobuyand/orreadthese?QUESTION8 Internationalmarketsneedtoberesearchedbeforeentrydecisionsaremade.Brieflydescribe: (a)6differentareasofresearchthatneedtobecarriedout (b)4differentmarketentrymethodsavailabletoanorganisation.(a)Environmentalanalysistools: STEEPLE ·Social:languages,religions,beliefs,attitudes,cultures ·Technology:acceptanceof,knowledgeof,levelof,rateofchange ·Economic:inflation,taxation,unemployment,standardofliving,grossdomesticproduct ·Education:levelsofliteracy,highereducation,lifelonglearning,vocationaleducation ·Political:governmentstability,competitionpolicies,protectionism,foreignpolicies ·Legal:commercialandconsumerlaw,employmentlaw ·Environment:pollutioncontrols,manufacturingrestrictionspressuregroups Otherareastobeconsideredandresearchedinrespectofaninternationalmarket: ·Demographics:howthepopulationiscompiled,agegroupings,occupations,gendermixes ·Infrastructure:road/railways,mediaavailability,retailstructure ·Incomepercapita:howisthewealthdistributedinthecountry ·Competition:levelofcompetition,thetypeofcompetition,howdotheycompete(b)Marketentrymethodsavailableforinternationalmarketinginclude: ·freightforwarder:simplyresponsiblefortransportationonly ·exporthouse:willlocatecustomersoractforcustomers,willhandlealldocumentationandfreight ·agents:willhandlegoodsinforeignmarketsandforwardtoand/orlocatebuyers ·distributors:willselltoandforwardgoodstospecifiedcustomersAdditionalacceptableanswerscouldbe: ·piggybacking:combiningwithanexistingfirmalreadyininternationalmarketsbyusingtheirexistingfacilitiesandchannelsforafee ·consortiumexporting:anumberofsmallorganisationswhogrouptogethertominimisecostsofsupplyingtoforeignmarkets ·licensing:permittingamanufacturerinaforeigncountrytoproduceyouproductsandsellthemforanagreedfeeand/orroyalty ·franchising:providingallthefacilitiesrequiredtoallowanoperatorinanothercountrytousetheorganisationstradingname,brandsandexpertiseinrunningtheirownbusinessforafeeandroyalties ·jointventure;joiningforceswithanorganisationinaforeigncountrytoformathirdindependentcompanyfortradingpurposes ·branchorsubsidiary:openingupanautonomousoperationinanothercountryunderthecompletecontroloftheparentcompanyQUESTION9 (a)Brieflyexplainthedifferencesbetweenadvertisingandsalespromotion. (b)Describe4possibleobjectivesofadvertising. (c)Describe4possibleobjectivesofsalespromotion. (a)Advertisingisusuallyanongoingelementofthecommunicationsmixthatisaimedatinforming,persuading,reassuringandremindingcustomers.Theideaistomakecustomersawareofaproduct,topersuadethemtobuyit,reassurethemtheyhavemadethecorrectchoiceandtoremindthemtodoitagain.Itisalsoaveryimportantelementusedinthecreationofabrandimageandpersonalitytobuildcustomerloyalty. Salespromotionisusuallyashort-termtacticaimedatencouragingimpulsebuyingthroughtheuseofsomesortofspecialofferinlinewiththecurrenttacticalobjectiveoftheorganisation.(b)Theobjectivesofadvertisingarelikelytobe: ·toinformcustomerofaproduct'sexistence ·toeducatecustomersinhowtheproductisusedorwhatitisfor ·topromotetheproductbenefitsandfeaturestoarouseandstimulatecustomerinterest ·topersuadethecustomertobuyAdditionalacceptableanswerscouldbe: ·toassistinthecreationandmaintenanceofabrandimage ·topositionorrepositionaproductinthemindoftheconsumer ·toreassurecustomersthattheirpurchasedecisionwasthecorrectone ·tocontinuouslyremindcustomersoftheproduct,itsbenefitsandvalues(c)Theobjectivesofsalespromotionarelikelytobe: &middo