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stressed that promoting the comprehensive revitalization should focus on economic construction as the central focus with, pay special attention to grasp the implementation of five development concepts, deepening reform and promoting the all-round opening up, ensuring and improving people's livelihood, strengthen the construction of ecological civilization, \s\opment mix. To with new development concept measure work, and command action, and training cadres, in implement implementation new development concept in the looking for opportunities, and build highlights, and expand advantage; to full deepening reform, break bound the aspects created vitality of system mechanism obstacles; to active advance full aspects opening, participation \he cast Russian Economic Corridor\ntees and improved livelihood, strongly won poverty battle; to strengthening ecological civilization construction, for sustainable development reserved space, for future generations left sky blue, and to green, and water clear of better homes. We must in-depth implement implementation new development concept, insisted to economic construction for Center, firmly caught development this first priority, absorbed make construction, heart no distractions caught development, speed up development \big industry\pth implementation \e big engineering\create \environment\out of a article quality more high, and benefits better, and structure more excellent of transformation development of road. o strengthen ecological construction. On March 22, the deep restructuring examined and adopted the opinion on perfecting compensation mechanism of ecological protection, proposed to explore the establishment of diversified ecological compensation mechanism, progressive realization of forests, grasslands, wetlands and other areas of focus and key ecological function and other important regional ecologicalcompensation coverage, the ecological advantages of the region will be further highlighted. We need to go green eco-building, as the essential policy, in strict accordance with the State of main function region construction requirements, careful implementation and Xiaoxing ' an mountains forest ecological protection and economic restructuring plan for the construction of sky blue, ... Acts prohibited by picking up the remaining wells in standing timber. o focus on forest resource conservation, increase the acquisition and supervision of cold storage, no buy fruit, encourage support to leading enterprises, workers ' cooperatives as a unit, the contract management of forest resources, the rational protection and utilization of resources. o work actively towards policy aimed from the level of the State Forestry Administration formulated regulations to protect forest resources as soon as possible to achieve law and regulation to protect forest resources. Should focus on forest fire prevention. Fire safety is the first priority市场营销学第二章习题
一·）单项选择题
１·采用最早、应用最广泛的定点超越类型是（ A ） Ａ·产品定点超越 Ｂ·过程定点超越 Ｃ·组织定点超越 Ｄ·战略定点超越
２·经常在市场环境迅速变化和企业规模急剧扩大的情况下采用的定点超越类型是（ C ）
Ａ·产品定点超越 Ｂ·过程定点超越 Ｃ·组织定点超越 Ｄ·战略定点超越
３·下列哪一项属于企业的发展目标（ C ） Ａ·原有市场的渗透 Ｂ·新市场开发 Ｃ·企业资源的开发 Ｄ·节约资源状况 ４·一个战略业务单位应该具有的特征是（ D ）
Ａ·只能是单独的业务 Ｂ·只能是一组有关的业务 Ｃ·有相同的业务 Ｄ·可以独立计划其他业务 ５·问号类得战略业务单位如果经营成功，就会转化为（ A） Ａ·明星类 Ｂ·金牛类 Ｃ·弱金牛类 Ｄ·瘦狗类
６·低市场增长率和低相对市场占有率的战略业务是（D ） Ａ·问号类 Ｂ·明星类 Ｃ·金牛类 Ｄ·瘦狗类
７·适用于大金牛类的单位的战略是（ B ） Ａ·发展 Ｂ·保持 Ｃ·收割 Ｄ·放弃
８·企业的战略也去单位在（ D ）会从金牛类转入瘦狗类 Ａ·投入期 Ｂ·成长期 Ｃ·成熟期 Ｄ·衰退期
９·下列哪一种情况是最好的业务（ B ）
Ａ·行业吸引力大业务力量弱 Ｂ·行业吸引力大业务力量强 Ｃ·行业吸引力小业务力量弱 Ｄ·行业吸引力小业务力量强
１０·如果企业尚未完全开发潜伏在其现有产品和市场的机会，则可以采用（略
Ａ·密集增长 Ｂ·一体化增长 Ｃ·多元化增长 Ｄ·后向一体化
１１·对企业现有的产品和新市场应该采取（ B ）战略 Ａ·市场渗透 Ｂ·市场开发 Ｃ·产品开发 Ｄ·多元化经营
１２·对企业的新产品和新市场应该采取（ D ）战略 Ａ·市场渗透 Ｂ·市场开发 Ｃ·产品开发 Ｄ·多元化经营
１３·对企业现有的产品和市场应该采取（ A ）战略 Ａ·市场渗透 Ｂ·市场开发 Ｃ·产品开发 Ｄ·多元化经营
he first responsibility of the forest, 26th spring area has fully deployed to the fire, has now entered the fire, we have to be on duty, and defend. Determined to overcome paralysis, must not \-Five\he reduced requirements during the period. o apply strictly the party with the responsibility, must shoulder the responsibility of the Party Secretary in particular, really practice pipes, it can never shuaishouzhanggui, be sure to layer the implementation falls fire responsibility, to ensure that no major forest fires. To adhere to balanced, correctly handle the relationship between fire and project construction, industrial development, to \never miss or two.\cond, to speed up the development of six major industries. Promote development in our region, the key is to give full play to resource advantage to build eco-oriented \create the requirements, and meet the actual da hinggan mountains, through active efforts have been showing a strong momentum of development. So, in the \opment, we must be firm in faith, go all out, perseverance, one caught in the end, convinced that Castle is not relaxed, does not reach the target will never give up. Should focus on industrial projects. Project is to accelerate the industrial development of important support and backing. Industrial project construction, my area there are few in number, small size, low level problems. This year, the project as his party has \ project\ to work hard to project construction. Especially effective during short, catching project shall not, slowdragging not allowed. All localities should conscientiously implement the project leadership system, timetable, roadmap, and coordinate services, tracking the whole prchallenges, to accelerate the pace of preliminary formalities, the enterprises have difficulties to pull one way and also help in a timely manner to help businesses market, enhance confidence, urging work as soon as possible. To strengthen the project analysis, proper risk analysis and improve project success rates. (Specific to the XX, we still want to make good use of agricultural advantages, relying on the upper reaches of the forest in the fresh air and XXX pure water and other resources, create high-quality, high-grade green food brands, truly reflect the original character. Meanwhile, adhere to the project as the breakthrough to promote economic development around the \pay special attention to forming projects, dig potential projects, focus on key projects, actively cultivating the new leading industries and new sources of economic growth). o prindustrial layoutA ）策c growth. Firm confidence. Practice has proved that the \six\h central and provincialding up progress and seek practical results. Poised to break the project build Set professional business, and based my industrial base and resources, aimed at national new engine of economiocess forward, inverted durations, speeomote investment. More accurate stressed that promoting the comprehensive revitalization should focus on economic construction as the central focus with, pay special attention to grasp the implementation of five development concepts, deepening reform and promoting the all-round opening up, ensuring and improving people's livelihood, strengthen the construction of ecological civilization, \s\opment mix. To with new development concept measure work, and command action, and training cadres, in implement implementation new development concept in the looking for opportunities, and build highlights, and expand advantage; to full deepening reform, break bound the aspects created vitality of system mechanism obstacles; to active advance full aspects opening, participation \he cast Russian Economic Corridor\ntees and improved livelihood, strongly won poverty battle; to strengthening ecological civilization construction, for sustainable development reserved space, for future generations left sky blue, and to green, and water clear of better homes. We must in-depth implement implementation new development concept, insisted to economic construction for Center, firmly caught development this first priority, absorbed make construction, heart no distractions caught development, speed up development \big industry\-depth implementation \e big engineering\create \environment\out of a article quality more high, and benefits better, and structure more excellent of transformation development of road. o strengthen ecological construction. On March 22, the deep restructuring examined and adopted the opinion on perfecting compensation mechanism of ecological protection, proposed to explore the establishment of diversified ecological compensation mechanism, progressive realization of forests, grasslands, wetlands and other areas of focus and key ecological function and other important regional ecologicalcompensation coverage, the ecological advantages of the region will be further highlighted. We need to go green eco-building, as the essential policy, in strict accordance with the State of main function region construction requirements, careful implementation and Xiaoxing ' an mountains forest ecological protection and economic restructuring plan for the construction of sky blue, ... Acts prohibited by picking up the remaining wells in standing timber. o focus on forest resource conservation, increase the acquisition and supervision of cold storage, no buy fruit, encourage support to leading enterprises, workers ' cooperatives as a unit, the contract management of forest resources, the rational protection and utilization of resources. o work actively towards policy aimed from the level of the State Forestry Administration formulated regulations to protect forest resources as soon as possible to achieve law and regulation to protect forest resources. Should focus on forest fire prevention. Fire safety is the first priority １４·对企业新产品和现有的市场应该采取（ C ）战略 Ａ·市场渗透 Ｂ·市场开发 Ｃ·产品开发 Ｄ·多元化经营
１５·山东“三联”的主营业务是家电销售，近年将触角伸向餐饮、房地产、 旅游业务，这种多元化增长方式属于（ A ）
Ａ·集团多元化 Ｂ·同心多元化 Ｃ·水平多元化 Ｄ·关联多元化 二·）多项选择题
１·选择定点超越的对象就是明确赶超谁的问题，可供选择的定点超越对象包括（ ABCDE ）
Ａ·国内竞争者 Ｂ·国际竞争者 Ｃ·国内领先者 Ｄ·国际领先者 Ｅ·国内外其他行业的企业或组织
２·一个有效地任务报告书应该具备的条件有哪些（ ABCE ） Ａ·市场导向 Ｂ·切实可行
Ｃ·富有鼓动性 Ｄ·简单明了 Ｅ·具体明确 ３·企业常用的目标有（ABDE ） Ａ·贡献目标 Ｂ·市场目标
Ｃ·销售目标 Ｄ·竞争目标 Ｅ·发展目标
４·为了使企业的目标切实可行，所规定的目标应该发货后的要求有（ABDE ） Ａ·层次化 Ｂ·现实性
Ｃ·单一性 Ｄ·数量化 Ｅ·一致性 ５·收割战略适用于（ ACE ）战略单位 Ａ·问号类 Ｂ·大金牛类
Ｃ·弱小的金牛类 Ｄ·明星类 E·瘦狗类 6·放弃战略适用于（ AE ）战略单位 Ａ·问号类 Ｂ·大金牛类
Ｃ·弱小的金牛类 Ｄ·明星类 E·瘦狗类 7·下列哪一类战略类型的相对市场占有率较高（ BD ） Ａ·问号类 Ｂ·大金牛类
Ｃ·弱小的金牛类 Ｄ·明星类 E·瘦狗类 8·下列哪一类战略类型的市场增长率较高（ AD ） Ａ·问号类 Ｂ·大金牛类
Ｃ·弱小的金牛类 Ｄ·明星类 E·瘦狗类
9·下列哪些地带的行业吸引力和战略业务单位要“开绿灯”，采取增加投资和发展的战略（ ACE ）
A·大强 B·大弱 C·大中 D ·小中 E·大弱 10·下列哪些地带 战略业务单位要“开黄灯”，采取维持原来投资水平的市场占有率的战略（BDE ）
A·大强 B·大弱
C·大中 D ·小中 E·大弱 三·）名词解释
1·战略计划是企业根据外部市场营销环境和内部资源条件而指定的涉及企业管理各方面（包括生产管理、市场营销管理、财务管理、人力资源管理等）的带有全局性的重大计划。
he first responsibility of the forest, 26th spring area has fully deployed to the fire, has now entered the fire, we have to be on duty, and defend. Determined to overcome paralysis, must not \-Five\he reduced requirements during the period. o apply strictly the party with the responsibility, must shoulder the responsibility of the Party Secretary in particular, really practice pipes, it can never shuaishouzhanggui, be sure to layer the implementation falls fire responsibility, to ensure that no major forest fires. To adhere to balanced, correctly handle the relationship between fire and project construction, industrial development, to \never miss or two.\cond, to speed up the development of six major industries. Promote development in our region, the key is to give full play to resource advantage to build eco-oriented \create the new engine of economic growth. Firm confidence. Practice has proved that the \six\h central and provincialrequirements, and meet the actual da hinggan mountains, through active efforts have been showing a strong momentum of development. So, in the \opment, we must be firm in faith, go all out, perseverance, one caught in the end, convinced that Castle is not relaxed, does not reach the target will never give up. Should focus on industrial projects. Project is to accelerate the industrial development of important support and backing. Industrial project construction, my area there are few in number, small size, low level problems. This year, the project as his party has \ project\ to work hard to project construction. Especially effective during short, catching project shall not, slowdragging not allowed. All localities should conscientiously implement the project leadership system, timetable, roadmap, and coordinate services, tracking the whole process forward, inverted durations, speeding up progress and seek practical results. Poised to break the project build Set challenges, to accelerate the pace of preliminary formalities, the enterprises have difficulties to pull one way and also help in a timely manner to help businesses market, enhance confidence, urging work as soon as possible. To strengthen the project analysis, proper risk analysis and improve project success rates. (Specific to the XX, we still want to make good use of agricultural advantages, relying on the upper reaches of the forest in the fresh air and XXX pure water and other resources, create high-quality, high-grade green food brands, truly reflect the original character. Meanwhile, adhere to the project as the breakthrough to promote economic development around the \pay special attention to forming projects, dig potential projects, focus on key projects, actively cultivating the new leading industries and new sources of economic growth). o promote investment. More accurate professional business, and based my industrial base and resources, aimed at nationalindustrial layoutstressed that promoting the comprehensive revitalization should focus on economic construction as the central focus with, pay special attention to grasp the implementation of five development concepts, deepening reform and promoting the all-round opening up, ensuring and improving people's livelihood, strengthen the construction of ecological civilization, \s\opment mix. To with new development concept measure work, and command action, and training cadres, in implement implementation new development concept in the looking for opportunities, and build highlights, and expand advantage; to full deepening reform, break bound the aspects created vitality of system mechanism obstacles; to active advance full aspects opening, participation \he cast Russian Economic Corridor\ntees and improved livelihood, strongly won poverty battle; to strengthening ecological civilization construction, for sustainable development reserved space, for future generations left sky blue, and to green, and water clear of better homes. We must in-depth implement implementation new development concept, insisted to economic construction for Center, firmly caught development this first prority, absorbed make construction, heart no distractions caught development, speed up development \big industry\-depth implementation \e big engineering\create \environment\out of a article quality more high, and benefits better, and structure more excellent of transformation development of road. o strengthen ecological construction. On March 22, the deep restructuring examined and adopted the opinion on perfecting compensation mechanism of ecological protection, proposed to explore the establishment of diversified ecological compensation mechanism, progressive realization of forests, grasslands, wetlands and other areas of focus and key ecological function and other important regional ecologicalcompensation coverage, the ecological advantages of the region will be further highlighted. We need to go green eco-building, as the essential policy, in strict accordance with the State of main function region construction requirements, careful implementation and Xiaoxing ' an mountains forest ecological protection and economic restructuring plan for the construction of sky blue, ... Acts prohibited by picking up the remaining wells in standing timber. o focus on forest resource conservation, increase the acquisition and supervision of cold storage, no buy fruit, encourage support to leading enterprises, workers ' cooperatives as a unit, the contract management of forest resources, the rational protection and utilization of resources. o work actively towards policy aimed from the level of the State Forestry Administration formulated regulations to protect forest resources as soon as possible to achieve law and regulation to protect forest resources. Should focus on forest fire prevention. Fire safety is the first priority2·战略计划过程是指通过制定企业的任务、目标、业务组合计划和新业务计划，在企业的目标和资源（或能力）与迅速变化的环境之间发展和保持一种切实可行的战略适应的管理过程。
3·目标管理：规定了企业的任务之后，还要把企业的任务具体化为一系列的各级组织层次的目标。各级经理应当对其目标心中有数，并对其目标的实现完全负责，这种制度叫做目标管理。
4·后向一体化就是企业通过收购或兼并若干原材料供应商，拥有和控制其供应系统，实行供产一体化。
5·前向一体化就是企业通过收购或兼并若干商业企业，或者拥有和控制其分销系统，实行产销一体化。
6·水平一体化就是企业收购、兼并竞争者的同种类型的企业，或者在国内外与其他同类企业合资生产经营等。 四·）简答题
1·规定企业任务需要考虑的因素
答： 企业在规定其任务时需要考虑以下五个主要因素： （1） 企业过去历史的突出特征； （2） 企业高层的意图；
（3） 企业周围环境的发展变化； （4） 企业的资源情况; （5） 企业的特有能力。
2·简述定点超越的基本类型 。 答：定点超越有四种基本类型：
（1） 产品定点超越。它是一种通过采取“我也”战略，即你的产品好，我也按照你的方法生产和你一样好、甚至更好的产品，来使企业产品在质量、功能、档次等各方面赶上或超过竞争对手的定点超越，也是一种采用最早、应用最为广泛的定点超越。
（2） 过程定点超越。它是一种通过过程的比较，发现隐藏在不同企业或不同部门市场营销绩效差异背后的关键因素，以便使企业经营管理的效率和效益赶上或超过竞争对手的定点超越。
（3） 组织定点超越。它是一种通过对不同的企业组织系统（包括不同企业的机构设置、各机构的职能与效益、机构与机构之间的协调、组织系统的综合效率等）进行对比衡量，以便学习和创造更为有效和更能应变的组织系统，进而赶上或超过竞争对手的定点超越。 （4） 战略定点超越。它是一种通过对不同企业之间的各种战略进行比较研究，来确定成功战略关键要素，为企业更有效地制定或修订战略服务，以便赶上或超过竞争对手的定点超越。
3·简述定点超越的过程。
答：战略计划人员至少在五个方面要依赖企业市场营销部门： （1） 依靠市场营销部门获得有关新产品和市场机会的启迪；
（2） 依靠市场营销部门来评估每个新机会，特别是有关市场是否足够大，企业是否有足够的市场营销能力来利用这一机会等问题；
（3） 市场营销部门还要为每一个新机会制定详尽的市场营销计划，具有陈述有关产品、价格、分销和促销的战略和战术；
（4） 市场营销部门对市场上实施的每项计划都负有一定的责任；
（5） 市场营销部门必须对随时出现的情况做出评价，并在必要时采取改正措施。
he first responsibility of the forest, 26th spring area has fully deployed to the fire, has now entered the fire, we have to be on duty, and defend. Determined to overcome paralysis, must not \-Five\he reduced requirements during the period. o apply strictly the party with the responsibility, must shoulder the responsibility of the Party Secretary in particular, really practice pipes, it can never shuaishouzhanggui, be sure to layer the implementation falls fire responsibility, to ensure that no major forest fires. To adhere to balanced, correctly handle the relationship between fire and project construction, industrial development, to \never miss or two.\cond, to speed up the development of six major industries. Promote development in our region, the key is to give full play to resource advantage to build eco-oriented \create the new engine of economic growth. Firm confidence. Practice has proved that the \six\h central and provincialrequirements, and meet the actual da hinggan mountains, through active efforts have been showing a strong momentum of development. So, in the \opment, we must be firm in faith, go all out, perseverance, one caught in the end, convinced that Castle is not relaxed, does not reach the target will never give up. Should focus on industrial projects. Project is to accelerate the industrial development of important support and backing. Industrial project construction, my area there are few in number, small size, low level problems. This year, the project as his party has \ project\ to work hard to project construction. Especially effective during short, catching project shall not, slowdragging not allowed. All localities should conscientiously implement the project leadership system, timetable, roadmap, and coordinate services, tracking the whole process forward, inverted durations, speeding up progress and seekpractical results. Poised to break the project build Set challenges, to accelerate the pace of preliminary formalities, the enterprises have difficulties to pull one way and also help in a timely manner to help businesses market, enhance confidence, urging work as soon as possible. To strengthen the project analysis, proper risk analysis and improve project success rates. (Specific to the XX, we still want to make good use of agricultural advantages, relying on the upper reaches of the forest in the fresh air and XXX pure water and other resources, create high-quality, high-grade green food brands, truly reflect the original character. Meanwhile, adhere to the project as the breakthrough to promote economic development around the \pay special attention to forming projects, dig potential projects, focus on key projects, actively cultivating the new leading industries and new sources of economic growth). o promote investment. More accurate professional business, and based my industrial base and resources, aimed at nationalindustrial layout