第二章考试题目
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Questions and Answers

以下哪一项不属于宏观环境的因素？

  • 技术
  • 政治法律
  • 人口
  • 顾客 (correct)

    • 供应商是指为企业提供营销服务的公司或个人。

    False

    请简述波特五力模型的主要分析内容。

    分析行业竞争规模和竞争程度的五种力量。

    企业营销活动以满足______的需求为中心。

    <p>顾客</p> Signup and view all the answers

    将以下营销中介与其功能进行匹配。

    <p>广告公司 = 促销 货运公司 = 配送 市场调研公司 = 信息收集 咨询公司 = 专业建议</p> Signup and view all the answers

    以下哪个选项是微观环境分类的一部分？

    <p>竞争者</p> Signup and view all the answers

    中间商仅包括销售公司，不包括其他服务机构。

    <p>False</p> Signup and view all the answers

    为何降价是竞争者常用的竞争策略？

    <p>因为降价容易被竞争者模仿，且能迅速吸引顾客。</p> Signup and view all the answers

    与______强大的买方能够通过强制降价来影响市场。

    <p>实力</p> Signup and view all the answers

    以下哪个不属于消费者市场的分类？

    <p>政府市场</p> Signup and view all the answers

    议价能力的强弱主要受到哪些因素的影响？

    <p>产品质量</p> Signup and view all the answers

    企业的可支配收入是指个人可用于消费的全部收入。

    <p>False</p> Signup and view all the answers

    简述SWOT分析法的四个组成部分。

    <p>优势、劣势、机会、威胁</p> Signup and view all the answers

    替代产品的威胁会导致产品销售的______。

    <p>减少</p> Signup and view all the answers

    匹配社会经济条件与其定义：

    <p>人口 = 决定市场容量 经济 = 可支配收入 社会文化 = 影响企业营销活动 技术 = 推动产品创新</p> Signup and view all the answers

    以下关于消费者收入水平的说法，正确的是：

    <p>包括可支配收入和固定支出后的资金</p> Signup and view all the answers

    强大的供应商会通过降低价格来提高自己的议价能力。

    <p>False</p> Signup and view all the answers

    企业在进行市场营销时应考虑的主要对象有哪些？

    <p>消费者</p> Signup and view all the answers

    社会力量对企业的影响被称为______。

    <p>公众</p> Signup and view all the answers

    企业在SWOT分析中，如何利用外部机会？

    <p>靠内部优势</p> Signup and view all the answers

    供应商通过什么方式来提高自身的议价能力？

    <p>提供更多服务</p> Signup and view all the answers

    个人可支配收入包括用于购买生活必需品的支出。

    <p>False</p> Signup and view all the answers

    在SWOT分析中，O代表什么？

    <p>机会</p> Signup and view all the answers

    将以下市场营销环境的因素与其定义进行匹配：

    <p>自然环境 = 影响企业的自然资源条件 技术环境 = 影响产品生产和销售的技术条件 政治法律环境 = 对企业行为有约束的法律和政策 社会文化环境 = 影响消费者行为的社会文化因素</p> Signup and view all the answers

    个人可任意支配收入是指什么？

    <p>个人可支配收入减去生活必需品的支出</p> Signup and view all the answers

    SWOT分析应只关注企业的内部环境。

    <p>False</p> Signup and view all the answers

    社会力量对企业的影响被称为什么？

    <p>社会力量</p> Signup and view all the answers

    市场营销环境分析常用的方法是______分析法。

    <p>SWOT</p> Signup and view all the answers

    影响消费者收入水平的最主要因素是什么？

    <p>个人收入</p> Signup and view all the answers

    微观环境的直接影响因素不包括以下哪一项？

    <p>自然环境</p> Signup and view all the answers

    波特五力模型主要分析市场中的直接竞争因素。

    <p>False</p> Signup and view all the answers

    请简述供应商在微观环境中的作用。

    <p>供应商为企业提供原材料、设备、劳动力等资源，对企业经营有直接影响。</p> Signup and view all the answers

    企业营销活动的核心是满足______的需求。

    <p>顾客</p> Signup and view all the answers

    将下列营销中介与其功能进行匹配：

    <p>中间商 = 协助企业促销和分销产品 货运公司 = 运送商品 广告公司 = 宣传产品 调研公司 = 提供市场信息</p> Signup and view all the answers

    以下哪个因素是影响微观环境竞争的一个主要方面？

    <p>顾客的需求</p> Signup and view all the answers

    中间商仅有限于广告公司和销售公司。

    <p>False</p> Signup and view all the answers

    新进入者的威胁对现有竞争者有什么影响？

    <p>可能导致现有竞争者降低价格或增加投资以维持市场份额。</p> Signup and view all the answers

    五种力量模型包括现有竞争者、潜在进入者、买方的______、供应商的议价能力和替代品的威胁。

    <p>议价能力</p> Signup and view all the answers

    以下哪一项是宏观环境的因素？

    <p>经济因素</p> Signup and view all the answers

    Study Notes

    Marketing Environment

    • Definition: All factors that affect and restrict business marketing activities.
    • Types:
      • Microenvironment (Direct Influence): Suppliers, Customers, Competitors, Marketing Intermediaries, and Publics.
      • Macroenvironment (Indirect Influence): Demographics, Economics, Natural, Technological, Political/Legal, and Social/Cultural factors.

    Microenvironment

    • Suppliers: Companies or individuals providing raw materials, equipment, components, energy, labor, and funds.
    • Customers: Individuals or businesses that purchase products/services.
      • Types of Customers: Consumer, Producer, Reseller, and Government markets.
    • Competitors: Businesses vying for the same customer base.
      • Porter's Five Forces: Analyzes competition within an industry, including:
        • Competition among existing competitors: Price wars and increased investment are common responses.
        • Threat of new entrants.
        • Bargaining power of buyers.
        • Bargaining power of suppliers.
        • Threat of substitute products/services.
    • Marketing Intermediaries: Companies assisting in the sales and distribution of a product to the final buyer.
      • Types: Agents, Wholesalers, Retailers, and Logistics providers.
    • Publics: Any group with an actual or potential interest in and influence on a company's success.
      • Types: Financial, Media, Government, Citizen-action, Local, General, and Internal publics.
      • Example: "Publics" can be any group with real or potential interest, such as investors, the media, or community groups, significantly influencing marketing efforts.

    Macroenvironment

    • Demographics: Population size, characteristics, and trends.
    • Economics: Economic conditions, including income levels, inflation, and recession.
      • Examples of economic factors: disposable income, discretionary income, income minus taxes and non-tax expenditures, income minus necessities and fixed expenses.
    • Natural: Natural resources, climate conditions, environmental concerns.
    • Technological: Technological advancements and innovations.
    • Political/Legal: Regulations, government policies, and legal aspects.
    • Social/Cultural: Society's values, beliefs, customs, and lifestyle patterns.
      • Describes shared beliefs, customs, lifestyle, and habits of a group of people.

    Marketing Environment Analysis

    • SWOT Analysis: A strategic planning method that evaluates an organization's strengths, weaknesses, opportunities, and threats.
    • Steps:
      • Identify internal strengths and weaknesses.
      • Identify external opportunities and threats.
      • Match SWOT factors into strategic actions: SO, WO, ST, and WT strategies

    Case Study Example

    • Brand A's Case: A brand with a considerable history in food products (cakes, pastries, gifts), with retail stores in first-and-second-tier cities experienced high foot traffic but low sales in a new market due to higher product prices compared to competitor brands (B, C, and D).
    • The case highlights the importance of pricing strategies tailored to market segments with respect to consumer purchasing power and competitive landscapes, particularly relevant to the target consumer's local income levels and preferences.

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