试卷20答案题解.DOC

试卷一 判断改错题 【错】（改正：考虑在不改变现有产品和市场的情况下能否进一步加快市场渗透，扩大现有产品在现有市场的销售。） 【错】（改正：核心产品是向顾客提供的产品的基本效用或利益。） 【错】（改正：中间商一类的代理商在从事批发业务时，对其经营的商品没有所有权。） 【错】（ 改正：密集型分销策略即企业在某一渠道层次上，尽可能多地通过批发商、零售商销售产品，使渠道尽可能加宽。） 【错】（改正：在产品成熟期，广告与销售促进的配合使用能 提高产品声誉，以稳定和扩大企业产品的销售地位） 多项选择题 abde 2.ad 3.abde 4.acd 5.abcef 6.cd 7.bdf 8.bde 9.adeg 10.bc 概念题（英文回答） mega marketing concept ： Mega marketing concept is a kind of new marketing strategy idea that directs companies to drive marketing activities in the closed market. It emphases that the corporate marketing not only should adapt for the external environment, but also can exert objective abilities to make the external environment for the development of the corporate. marketing segmentation ： Marketing segmentation is the identification of portions of the market that are different from one another, according to some characteristics or variables of customers needs. global marketing strategy ： Global marketing strategy is a marketing strategy that consciously addresses global customers, markets, and competition in formulating a business strategy. customer value ： Customer value is a set of benefits which a customer expects to get from a special product or service. It is created in the process of manufacturing and sales and is a mix of several factors to satisfy customers needs. skimming price policy ： Skimming price policy attempts to “skim the cream” off the top of the market by setting a high price and selling to customers who are less price sensitive. Skimming is a strategy used to pursue the objective of profit margin maximization. 简答题 1、答：市场定位 (Marketing positioning) ，通常还被称为产品定位或竞争性定位，是根据竞争者现有产品在市场上所处的地位和消费者或用户对产品某一特征或属性的重视程度，努力塑造出本企业产品与众不同的、给人印象鲜明的个性或形象，并把这种形象和个性特征有力生动地传递给目标顾客，使该品在市场上确定强有力的竞争位置。 我们举个例子来加以说明， 某电视机厂家 G 决定进入 35 英寸彩色电视机市场，通过市场研究，认为顾客对此产品最为重视的是质量和价格两个因素，市场已有 A 、 B 、 C 、 D 四个厂家提供同类的产品，它们所处的市场位置也各不相同。在此情况下， G 厂产品定位可以有两种选择方案。（见下面市场定位图） 方案一：定位在竞争者 C 附近，采用此方案应具备以下条件：优质高价彩电的市场容量能否容纳两个厂家的产品；能否以相同的成本或较 C 厂家更低的成本生产出质量、功能更优的产品；这种定位是否符合企