问题 多项选择题

B公司是国内新成立的化妆品生产公司。B公司管理层认为化妆品的销售渠道尤其重要。在渠道广度方面,B公司采取多渠道销售模式,它在单一产品市场组合多条销售渠道,这些渠道互相重叠,彼此竞争。针对各类市场采取了无差异的分销商人员推销、网上销售、电话营销三种渠道方式。在渠道宽度方面,B公司仅仅通过少数几个精心挑选的、最合适的中间商销售其产品,从而既使产品取得足够的市场覆盖面,又能较好地控制渠道。另外,由于在初创期,B公司有意地选择流通性较强的市场中的经销商,使其产品流向非重要经营区域或空白市场。 除了渠道,B公司还特别关心的是零售终端管理和客户关系。为了快速得到较高的知名度,B公司采取了一系列销售促进策略。第一种方法是在一定时期内调低一定数量商品售价。第二种方法是退费优待,两次或两次以上购买B公司不同产品时能够获得相应的退费优待。第三种方法是只要消费者在购买某种特定商品的同时提供赠品的部分费用即可获得赠品。通过这三种促销方法,B公司产品吸引了很多消费者的关注。 B公司非常重视客户关系管理,并试图通过实施CRM系统实现客户智能,而且试图与客户建立这样一种关系,即不断地和客户共同努力,帮助客户解决问题,实现共同发展。

案例中,B公司对于渠道成员的选择较为严格。一般而言,选择渠道成员的影响因素包括()

A.市场覆盖范围

B.分销商的声誉

C.分销商的历史经验

D.分销商的合作意愿

E.产品组合情况

答案

参考答案:A, B, C, D, E

单项选择题

Despite the fact that comets are probably the most numerous astronomical bodies in the solar system aside from small meteor fragments and the asteroids, they are largely a mystery. Scientists do not know exactly what comets are or where they come from. Educated guesses are the best we have in hand.

Considering the role of comets in legend and the memory of man, it is remarkable that we still know so little, relatively, about them. The most famous comet of all, Halley’s Comet ( named for the man who predicted its return), was first sighted by the Chinese in 240 B.C., and it has returned to terrify the people of the world on a regular basis every since then. The ancient considered it an object of ill omen. By mysterious coincidence, the arrival of Halley’s Comet coincided with such events as the battle of Hastings in 1066, the Jewish revolt of 66 A.D., and the last battle of Attila the Hun against the Romans. Nor is it the only comet to fill man with awe, but merely the most famous in a rich aristocracy of blood-freezers.

Comets are even more fascinating to amateur astronomers than to professionals, because this is one area where amateurs can make major discoveries. Comet Ikeya Seki, one of the brightest comets to appear in this century was discovered in 1965 by a pair of Japanese amateurs, Ikeya and Seki. The person who discovers a new comet gets his (or her) name put on it. And amateurs have a head start in the race to discover new comets; the shorter focal lengths on their smaller telescopes give them a positive advantage over the huge telescopes such as Mount Wilson which is built to scan for galaxies, not comparatively short distances.

Most scientists tend to agree with astronomer Fred T. Whipple that a comet is really a large mushy snowball of frozen ices and gases ( ammonia, methane, possibly carbon dioxide) with a few bits of solid particles stuck inside. But no one is sure how comets are created in the first place.

Scientist believe that comets don’t exhibit their characteristic tail while they lurk fat out in space away from the warmth of the sun but, rather, wander in the form of frozen lumps, like icebergs. This is the core of the comets. Only when the comet approaches the heat of the sun, does the ice begin to melt and stream away in the form of visible gases. The tails of the comets stream out behind for, literally, astronomical distances. Halley Comet had a tail of 94 million miles long when it visited here in 1910.The Great Comet of 1843 had a tail of 186 million miles long.

Halley’s comet is mentioned in Paragraph 2()

A. to introduce some famous historical events

B. to explain some traditional beliefs about comets

C. to demonstrate the harm it has done to man

D. to show its significance to human history

单项选择题