问题 多项选择题

微观营销环境的主要分析内容应包括对( )等方面的分析。

A.企业自身

B.技术环境

C.行业动向

D.自然环境

E.分销组织或机构

答案

参考答案:A,C,E

解析: 市场营销环境主要包括两方面的构成要素,一是微观环境要素,即指与企业紧密相联,直接影响其营销能力的各种参与者,这些参与者包括企业的供应商、营销中间商、顾客、竞争者以及社会公众和影响营销管理决策的企业内部各个部门;二是宏观环境要素,即影响企业微观环境的巨大社会力量,包括人口、经济、政治、法律、科学技术、社会文化及自然地理等多方面的因素。微观环境直接影响和制约企业的市场营销活动,而宏观环境主要以微观营销环境为媒介间接影响和制约企业的市场营销活动。前者可称为直接营销环境,后者可称为间接营销环境。两者之间并非并列关系,而是主从关系,即直接营销环境受制于间接营销环境。

完形填空

第二节 信息匹配(共5小题,每小题2分,满分10分)

下面是一篇应用文及其应用场合的信息,请阅读下列应用文和相关信息,并按照要求匹配信息。请在答题卡上将对应题号的相应选项字母涂黑。选项中有一项是多余选项。

首先,请阅读下列广告语:

A.“Just do it!” — This slogan(口号) speaks out to teens. It tells them to do something, but only if they think it’s worth it. And if so, why not do it wearing Nike?

B.“Always Coca-Cola.” — Coke’s slogans change every few years, but this one has enjoyed a lasting popularity because it shows the brand’s spirit. It seems to say “Coke is the only drink there is; there are no other forms of drink.”

C.“Share moments, share life.” — This slogan from Kodak connects photos and beauty. It asks people to remember the happy moments in life by taking photos of them — using Kodak film of course!

D.On hearing the slogan “Make yourself heard”, you will know there is Ericsson product for you to call anyone.

E.There are some public service advertisements (PSAs) that educate people about public service projects, such as Project Hope. Its slogan is “Project Hope — Schooling every child.”

F.One toothpaste ad says “Bright-teeth fights bad breath!” The advertisers want you to read the word “fight” and think that the toothpaste cures bad breath.

请阅读以下购买者的信息,然后匹配购买者和他/她拟购买产品的广告语:

56.Jack passed the entrance exam and was admitted to a famous university. These days, his father is looking for a mobile phone for him so as to keep in touch with each other closely.

57.Tom was a senior middle school student. He likes sports very much and plays football every afternoon. But after class this afternoon he has to buy a pair of shoes because his shoes have been worn out.

58.There’s a party this evening — for Mary’s 15th birthday. Her family are making preparations for it. Her brother’s job is to buy some drink.

59.Joan doesn’t want to forget the past, especially the happy moments.

60.Alice is afraid of opening her mouth, because a bad smell will come out, which makes her feel embarrassed when talking with others. So she needs something which can remove the smell no matter how much it is.

购买者                                             广告语

56.Jack                                    A.Just do it!

57.Tom                                    B.Always Coca-Cola.

58.Mary                                   C.Share moments, share life.

59.Joan                                    D.Make yourself heard.

60.Alice                                   E.Project Hope — Schooling every child.

F.Bright-teeth fights bad breath!

单项选择题