a. company policies and practices b. accounting procedures c. product knowledge d. industry characteristics
e. nonselling duties, such as filling out information reports 7) Publicity_______
a. will never damage a company because it performs the information task of promotion b. is free communication c. is not persuasive with customers
d. has to be purchased with the mass media in question e. has many internal costs to the company associated with it
8) 整合营销传播是_______。
A、一个对现有顾客和潜在顾客发展和实施各种形式的说服性沟通计划的长期过程 B、顾客决定沟通方式
C、所有与顾客的接触点必须具有引人注目的沟通影响力 D、技术使与顾客的相互作用越来越成为可能 E、需要测试营销沟通结果的新办法
9) 企业实行整合营销传播后可以实现_______。
A、整合感 B、传播效果的最大化 C、交易费用的减少 D、目标导向观念的实现 3. 简答
1) 如何做到有效传播营销信息？
2) Outline the steps in developing effective marketing communications. 3) 公关与广告、人员推销的区别？危机公关为什么在今天显得更加重要？
4) 有人说，如果市场营销真正成功了的话，销售就不存在了。你认同这种说法吗？请解释理由，并说明销售队伍存在的必要性。
5) Some CEOs said that the ability to build relationships with customers is the most important of a salesperson?s key talents. Do you agree with them? Explain.
6) What is the major advantage of the objective-and-task method for setting the promotional budget? What is the major drawback?
7) 整合营销传播的核心思想是什么？ 8) 整合营销的层次？你如何理解？
三、分析与应用题
1. 联想集团的营销传播工作做得是否有效？请以实际案例进行阐述。
2. Choose a native company as example, express what it should do to make effective marketing communication activities
in detail.
3. 试为一个正处于产品生命周期的投入期、顾客分布面广的日用消费品，使用“拉”的策略制定一套营销传播组合方案。
4. Suppose that you are a sales information technology consultant who has been asked to design a sales automation system for the Black & Decker sales force. What hardware would you include in this system? What software? What input information would the system require and what outputs would it provide?
5. Discuss three potential problems facing a Chinese pharmaceutical manufacturer who decides to advertise in Europe. Are these problems different from those the manufacturer would encounter when advertising in China?
6.Many companies are adopting the Integrated Marketing Communication concept. Take small companies as example, discuss two major problems that this marketing communications philosophy is designed to remedy.
7. 光顾学校附近的商场比如当代商城，了解商场最近采取的促销手段，分析它属于何种类型？在了解消费者反应的基础上对其做出评价。
8. 从你喜欢的杂志中随机选择5个广告。分析它们要实现的是认知目标(比如知晓度或增加产品知识) 、情感目标(比如形象诉求或提高偏好) 还是行为目标(使你试用或重购产品) 。
9. 浏览苹果公司网站 http://www.apple.com.cn/，找出该公司是如何成功地通过互联网推动消费者经历AIDA的各个过程即引发消费者注意、兴趣、购买欲望和购买行为的。
10. 访问当当网站(http://www.dangdang.com/) 和京东商城网站(http://www.360buy.com/) ，分析两个网站分别采取了哪些促销手段引发顾客参与意识并提高访问率，对其进行比较的基础上给出你的评价。
第11章 市场营销计划与执行
一、概念题 1. 判断
1) 市场营销控制方法包括年度计划控制、盈利能力控制、效率控制和战略控制_______
2) Efficiency control focuses on finding ways to increase the efficiency of the sales force, advertising, sales promotion, and distribution_______
3)Strategic control entails a periodic reassessment of the company and its strategic approach to the marketplace, using the rolls of the marketing effectiveness, excellence reviews, and the marketing audit_______ 2. 选择(可多选)
1) 市场营销计划包括______。
A、计划概要 B、机会与问题分析 C、营销目标 D、损益预算表 E、营销控制
2) 市场营销计划应该提供下列哪些方面的背景数据资料：______ A、宏观环境形势 B、市场状况 C、产品状况 D、竞争状况 E、分销状况
3) Marketing strategy includes______ a.target strategy b.marketing mix strategy c.marketing controlling strategy d.marketing behavior strategy e.marketing budget strategy
4) The organational structual of marketing department includes______ a.functional structure b.district structure
c.product&brand management structure d.industry management structure e.division structure 3. 简答
1) 营销部门有哪几种常见的组织形式？
2) Describe what is meant by the “marketing management process” and its various steps. 二、理解题 1. 判断
1) 市场营销部门最早的形式是销售部门兼具营销功能_______ 2) 产品和品牌管理组织普遍适用于一般企业_______
3) Since value chains and value delivery networks have become popular with organizations, the marketing department has thus become central in the implementation of most strategic plans_______
4) Effective modern marketing organizations are marked by a strong cooperation and customer focus among the company?s departments: marketing, R&D, engineering, purchasing, manufacturing, operations, finance, accounting, and credit_______ 2. 选择(可多选)
1) _______是最常见的市场营销组织形式。
A、职能型组织 B、产品型组织 C、地区型组织 D、管理型组织
2) 满足市场的需要，创造满意的顾客，是企业最为基本的_______。 A、组织形式 B、宗旨和责任 C、主要职能 D、营销观念 3. 简答
1) 企业营销部门的演变经历了一个怎样的进程？其内在推动力是什么？
2) In principle, all business functions should interact harmoniously to pursue the firm?s overall objectives. In practice, interdepartmental relations are often characterized by deep rivalries and distrust. Do you have any solutions to the problem?
三、分析与应用题
1. 浏览戴尔公司和联想公司的网站，画出营销部门的组织结构图，比较二者有何不同。
2. A large manufacturer of industrial equipment has a salesperson assigned to a major city. Regional sales managers supervise the sales representatives in several cities. The chief marketing officers wants to evaluate the profit contribution of the different cities. How might each of the following costs be allocated to each of the cities? (a) the aggregate costs of sending bills to customers; (b) district sales managers?expenses; (c) national magazine advertising; (d) marketing research.
