问题 材料分析题

2009年1月,某市政府拿出1亿元财政资金,向特困户、退休市民、残疾人和在校中小学生等8类人员共67万人发放消费券,成人每人200元,学生每人100元。消费券可在400多家商家使用,不但能抵用同等面额的现金,还可以享受程度不同的让利折扣。     

此外,各地还出现了其他形式的消费券。“混用型”消费券的资金来源是地方财政和企业让利,但不能单独使用,必须与一定的现金混用。如游客每花40元现金,可以使用10元旅游消费券。“让利型”消费券的资金来源是企业让利,也与现金按一定比例消费。    

 在当前的经济形势下,有人认为,发行消费券对我国经济将产生积极的影响,也有人认为发行消费券治标不治本,有局限性。    

结合上述材料分析发行消费券对居民、企业和宏观经济的积极影响,并分析发行消费券的局限性。

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答案

影响:①发行消费券会提高低收入居民的福利,刺激消费需求,②能起到扩大企业产品销量的作用。③消费券在短期内对扩大国内消费需求、刺激宏观经济发展有一定的积极作用。 局限性:①单纯通过国家财政支出引发消费,会增加政府的负担,增加政府的执行成本;②单独使用消费券会使居民把本来用于消费的钱储存起来,消费需求不一定会扩大;③发放消费券是短期行为,并不能从根本上,提高居民收入

单项选择题
填空题

Some consumer researchers distinguish (1) "rational" motives and "emotional" (or "non-rational") motives. They use the term "rationality" (2) the traditional economic sense that assumes (3) consumers behave rationally when they carefully consider all alternatives (4) choose those that give them the greatest utility (i.e., satisfaction). (5) a marketing context, the term "rationality" implies that the consumer selects goods based (6) totally objective criteria, such (7) size, weight, price, and so on. "Emotional" motives imply the selection of goods (8) to personal or subjective criteria—the desire (9) individuality, pride, fear, affection or status.
The assumption underlying this distinction is (10) subjective or emotional criteria do not maximize utility or satisfaction. (11) , it is reasonable to assume that consumers always attempt to select alternatives that, (12) their view, serve to maximize satisfaction. Obviously, the assessment of satisfaction is a very personal process, based (13) the individual’s own needs as (14) as on past behavioral, social, and learning experiences. What may appear (15) irrational to an outside observer may be perfectly rational (16) the context of the consumer’s own psychological field. For example, a product purchased to enhance one’s self-image (such as a fragrance) is a perfectly rational form of consumer behavior. (17) behavior did not appear rational to the person who undertakes it (18) the time that it is undertaken, obviously he or she would not do it. (19) the distinction between rational and emotional motives does not appear to be warranted.
Some researchers go so far (20) to suggest that emphasis (21) "needs" obscures the rational, or conscious, nature of most consumer motivation. They claim that consumers act consciously (22) maximize their gains and minimize their losses; that they act not (23) subconscious drives but from rational preferences, (24) what they perceive to be (25) their own best interests.