市场营销考试的复习范围.docVIP

术语题 20% Section A From English to Chinese (10%) Marketing Mix (4Ps) potential customer purchasing power primary data focus group mass marketing consumer market demographic segmentation brand equity replacement product distribution channel market share market research product positioning marketing concept consumer demand brand image demographic segmentation secondary data 20. public relation Section B From Chinese to English (10%) 品牌形象 产品生命周期 公共关系 促销 分销渠道 市场细分 消费者行为 市场调研 消费品 产品差别化 品牌策略 市场潜力 目标市场 消费品 直销 批发商 家庭生命周期 营销组合 商标 自有品牌 判断题 15% ( ) 1. A market is defined as a group of customers who are qualified to make purchases of products or services that a marketer is able to offer. ( ) 2. Marketing Mix is product, price, place and promotion. ( ) 3. There is no difference between marketing and sales. ( ) 4. The first step in the market research process is formulating a hypothesis. ( ) 5. Market research collects two kinds of data: first-hand data and second-hand data. ( ) 6. The population of a city/town is one variable included in demographic segmentation. ( ) 7. Determinants of consumer behavior include cultural, social, personal, and psychological characteristics, as well as economical factors. ( ) 8. The well-known model of consumer purchasing decision process includes six parts. ( ) 9. Specialty goods belong to industrial products. ( ) 10. Products can be mainly grouped into two categories: consumer products and industrial products. ( ) 11. Brand is usually regarded as an important part of a product, which can add value to a product. ( ) 12. The product life cycle includes five basic stages: introduction, growth, maturity, decline and resurrection. ( ) 13. The maturity stage is the stage when a product’s sales growth reaches its peak. ( ) 14. Promotion is one of the 4Ps of the marketing mix, and can also be called marketing communications. ( ) 15. The most important objective of promotion is to promote the sales. 简答题 20% What