Marketing examination question bank

1. Why is marketing not just a product promotion activity? What is the core idea of marketing?

A: Marketing is a series of strategic and tactical activities for enterprises to analyze, enter and occupy the market with the market as the guide, with the purpose of meeting customers' needs and realizing potential exchange. Simply thinking that product promotion activities are often marketing is a one-sided understanding of marketing. The core of marketing concept is to overcome the barriers of exchange and realize the potential exchange.

2. Explain the main differences between marketing concept and promotion concept? What are the main features of the marketing concept?

A: There are four main differences between marketing concept and promotion concept: 1. The starting point is different. The marketing concept takes the enterprise as the starting point and the marketing concept takes the target market as the starting point. 2. The center is different. The concept of promotion is product-centered, and the concept of marketing is customer demand-centered. 3. Different means. The concept of promotion is based on promotion and promotion, and the concept of marketing is based on integrated marketing. 4. The purpose is different. The marketing concept aims at making profits by expanding sales, and the marketing concept aims at making profits through customer satisfaction.

Marketing concept has three main characteristics; 1) The marketing of enterprises is centered on the satisfaction of customer needs; 2) Enterprises focus on long-term development and the realization of strategic goals; 3) Enterprises must achieve their goals through various marketing and integrated marketing of various departments.

3. What is SWOT analysis? How to use SWOT analysis to determine the basic strategy of enterprises?

A: SWOT analysis is an environmental analysis of the specific business to be carried out by the organization, and based on this, the basic strategy and strategic objectives adopted by the organization are determined. Using SWOT analysis to determine the basic strategy of an enterprise generally includes seven steps: business description, SWOT analysis, goal setting, strategy selection, plan formulation, plan implementation and feedback control.

4. What are the direct and indirect environments of marketing?

A: Direct selling environment refers to various forces that have a direct impact on the marketing ability of enterprises to serve the target market. Indirect marketing environment refers to the main force that affects the direct marketing environment and thus causes market opportunities or environmental threats.

2. What are the functions of the four subsystems in the marketing information system?

A: The function of the internal reporting system is to report the data of order, inventory, sales, expenses, cash flow, receivables and payables. The function of marketing information system is to provide information of accidental events to marketing decision makers; The marketing research system can provide correct and unconventional decision-making services for enterprises at any time due to a specific problem; The application of marketing analysis system is to use scientific technology and skills to analyze marketing information, from which more accurate research results can be obtained to help decision makers make better marketing decisions.

3. Explain the Delphi method

Answer: Send the question to the selected experts and ask them to fill it out and send it back. Then the moderator summarized these opinions separately, formed words, and sent them to the experts again, asking them to fill them out and send them back. After many repetitions, opinions gradually tend to be concentrated until a more consistent conclusion is reached.

4. What are the main factors that affect consumers' buying behavior?

Give examples to illustrate the influence of these factors on purchase decision-making behavior?

A: Cultural factors: 1. Cultural influence 1) has obvious geographical attributes, 2) has strong traditional attributes and 3) has indirect influence.

2. Subculture 1) Ethnic Subculture Group 2) Ethnic Subculture Group 3) Regional Subculture Group

3. Social stratum

Social factors: 1. Reference group 1) Member reference group 2) Contact reference group 3) Yearning for reference group.

2. Family 1) Single stage 2) Marriage preparation stage 3) Newly-married stage 4) Parenting stage 5) Parenting stage 6) Unsepared stage 7) Empty nest stage 8) Widow stage.

Personal factors: 1. Age and gender. Occupation and education. Personality and lifestyle.

Psychological factors: 1. Motivation 2. Cognition 3. Study 4. Attitude and information.

Example province

5. What stages do purchasing decisions usually go through? Why is the process of buying not over after "money and goods have been paid"?

A: The purchase decision goes through five stages: confirming the problem, collecting information, evaluating the scheme, making a decision and buying behavior. The process of purchasing behavior after "money and goods payment" is not over, because whether you are satisfied with the purchased goods or not and what kind of behavior you will take will have a great impact on the current and future business activities of the enterprise, so it is equally important to pay attention to the feelings and behaviors of consumers after purchasing and adopt corresponding marketing strategies.

6. What is market segmentation? What significance does it have for enterprise marketing activities?

A: Market segmentation is to divide the whole market into sub-market groups composed of many consumer groups with similar consumption needs according to the differences of consumers' consumption needs and buying habits.

Market segmentation has quickly become an important means for modern enterprises to engage in marketing activities. Practice has proved that it is a ladder for enterprises to succeed. The main significance of market segmentation for enterprises lies in: 1. Market segmentation helps enterprises to understand the market deeply. The market is made up of consumers, and each consumer has many characteristics, each of which may be consistent with some consumers or inconsistent with others. The different characteristics and needs of consumers crisscross, making the market extremely complicated. Without in-depth analysis, it is impossible to deeply understand such a chaotic market as a whole. 2. Market segmentation helps enterprises find the best market opportunities. In the market, the supply seems to be abundant, and competitors seem to occupy every corner of the market. Using market segmentation, enterprises can find their own market opportunities in time and accurately. Because the demand of consumers is endless, there will always be unsatisfied demand. As long as you are good at market segmentation, you can always find the gap in market demand. Sometimes, a unique market segmentation can create a brand-new market for enterprises. 3. Market segmentation helps enterprises to determine their business direction and carry out targeted marketing activities. In the face of an extremely broad market, it is impossible for any enterprise to cover all the needs, only a very limited part of them. Therefore, it is very important to carefully choose the part of the market that you want to satisfy and let the superior resources of the enterprise play out. 4. Market segmentation is of great significance to small enterprises. Compared with large enterprises, the production capacity and competitive strength of small enterprises are much smaller, and they cannot establish their own advantages in the whole market or in a larger market segment. With the help of market segmentation, small enterprises can find some unmet needs, which may be ignored by large enterprises, or they may be too special for large enterprises to arrange marketing forces for them.

7. What is the target market? What are the three marketing strategies of the target market?

A: The so-called target market is the part of the market that the enterprise decides to enter, that is, the part of the customer group that the municipal enterprise intends to serve according to its own specialty on the basis of market segmentation.

1. The indifferent market. The so-called indifference marketing strategy is to regard the whole market as a whole, regardless of the differences in consumer demand for a certain product. It focuses on the similarity of customer needs and ignores the differences. 2. Differentiated marketing. Differentiated marketing strategy is opposite to undifferentiated marketing, which fully affirms the differences of consumer demand and refers to marketing activities for different market segments. 3. Centralized marketing. Centralized marketing strategy means that enterprises concentrate all their efforts to implement specialized production and sales in a certain market segment in order to occupy a larger market share in this market segment.

8. What are the competitive strategies of enterprises? Explain it in detail.

A: 1. Low cost strategy.

Low-cost strategy refers to the competitive strategy of reducing the production and sales costs of products, ensuring the quality of products and services, making the price of their products lower than that of competitors, and increasing market share by rapidly expanding sales.

2. Differentiation strategy

Differentiation strategy refers to the competitive strategy that enterprises carry out unique marketing activities, strive to be unique in products or services, arouse consumers' interest, eliminate price comparability, and generate competitiveness with differentiated advantages.

3. Focus strategy

Focusing strategy refers to the competitive strategy of fully satisfying the special needs of some consumers, striving for local competitive advantage and providing effective services for one or several market segments by concentrating the strength of enterprises.

9. What is a marketing mix? What are its characteristics?

A: The marketing strategy of an enterprise is the combination and application of various controllable factors within the enterprise and the realization of marketing objectives.

1. Integrity. The marketing activities of enterprises are carried out around a specific marketing goal, so various marketing strategies must be combined into a unified whole under the guidance of this marketing goal, and cooperate with each other to form a strong resultant force. 2. complicated. The cross application of 4p is also the consistent application of marketing means and technology. 3. flexibility. ; Due to the compound application of marketing strategies, means and skills, the combination of enterprise strategies must be flexible around different marketing objectives and face the complicated and changeable marketing environment. 4. initiative. Under the premise of grasping the initiative, enterprises should take the initiative to adjust their marketing strategies according to the changes in the market environment.

10. What is a brand? What are the six levels of brand meaning?

A: A brand is a specific symbol used to identify a product or enterprise, which usually consists of a name, a mark, a pattern or other identification symbols. Used to identify one or more products and services and distinguish them from competitors. There are six levels of brand meaning: attribute: refers to the quality connotation of the product or enterprise represented by the brand. Benefit: The value purchased by customers is called benefit. Value: When a brand provides attributes and benefits, it also represents the value provided by its representatives. What customers buy is value. Culture:

1 1. What is a new product? What are its four development forms?

A: It refers to a new product developed for an enterprise, which is the first product produced and sold by an enterprise. It may have appeared in the world, distributed in other regions or provided by other similar enterprises in this region.

1. Independent research 2. Technical introduction. Combination of research and introduction. Cooperative research.

What is service marketing? What does the service marketing combination factor 7P+3R mean?

A: The so-called service marketing refers to the business process in which service enterprises adopt a series of integrated marketing strategies to realize service transactions in order to meet customers' demand for service utility brought by service products and achieve their predetermined goals.

The 7P+3R combination elements of service marketing refer to product, price, channel, promotion, fashion display, process (7P), customer retention, associated sales and customer recommendation (3R).