wholesale boutique jewelry usa 2011 Senior Marketing Skills Test Questions

wholesale jewelry to the public Chapter 1
Situation simulation question

. Constant water heater
standard answers
1) Personal interview. That is, the investigators collect information by asking and observing a face -to -face inquiry and observation. This is the most common and flexible survey method.
2) Different data processing in data acceptance: 1. Accept basic correct data. 2. Discard more information. 3. For information with less problems, investigators can be instructed to remedy investigations.

. The Yuntian Market Survey
Standard answers
1) The first group of marketing personnel adopt the levant survey method; the second group of marketing personnel use the interview investigation method.
This survey is the investigator handed over the questionnaire to the investigator in person to explain the requirements and leave a questionnaire. investigation method.
The interview survey refers to the way investigators ask the investigators directly to inquire about the issues.
In practice, the observation method is widely used, and it is often used to judge the situation.
1 1. Commodity resource observation 2. Business site observation 3. Commodity inventory observation

. Mailing survey
standard answers
1) The main benefit of mailing investigation is: Survey: Survey The spatial range is large, and the region of the survey is limited.
is as long as the place where the post is passed, and the number of surveys can be selected: the number of samples is large, and the cost expenses are less: and the investigation is investigated. There are plenty of time to consider and answer: At the same time, you can avoid the impact of the tendency of investigators in the interview. The main disadvantage of mailing surveys is that the recovery rate is low, so it is easy to affect the representativeness of the sample, and it takes a longer time to take the results of the survey.
2) The encoding of the data is to use a specified number or character to represent a type of answer.
During the encoding classification of data, the encoding staff should focus on the following principles:
The scale of classification correctly.
It to ensure that each type of answer can be returned, and it is avoided by the classification. A "other" classification can be set.
The classification in each problem is clear, and avoid crossing with other categories.
The answers to errors or omissions can be used as special categories and specify a special number or character representative.

. Telephone survey
standard answers
1) The advantage of telephone survey is that the survey time can be saved, the survey results are fast, and expenses can be saved.
The disadvantage is that there is a shortcoming of the incomplete mother's body, because the results of the survey cannot represent the opinions of consumers without phone, and the telephone survey is not easy to obtain the cooperation of the investigator.
2) The processing of the survey data is the process of converting the original survey data to the data for people to analyze.
This processing process processing process is further subdivided into four basic steps: acceptance, data editing, data encoding, and data conversion.
If data acceptance is an overall inspection of the data, and finds whether there are major problems in the data to determine whether the process of adopting the data.
If data editing is a detailed inspection of the data, and finds whether specific errors or omissions in the data appear to ensure the correctness and integrity of the data.
Id data coding is to use a specified number or character to represent a type of answer.
It data conversion is the process of input and stored data encoded and stored in the computer as the conversion of data.

Case analysis questions

. Interview survey
standard answers
1) The advantages of the interview survey method Get more first -hand information, high credibility and high recovery rate. Disadvantages: The cost of investigation is high and the cost of investigation is long, which is not conducive to supervising the work of investigators. The results of the investigation are prone to the personal factors of the investigators.
2) Investigators bring formal introductions or official documents to obtain the trust of each other. Especially in the door -to -door investigation, the other party was guarded. College students bring the letter of introduction and student ID to help get the trust of the other party.

. Tyri
Standard answers
1) Visiting investigation According to the different ways of contact with the investigator, the visit investigation is divided into interviews, mail visits, telephone interviews and telephone interviews and telephone interviews and telephone interviews and telephone interviews and telephone interviews and telephone interviews and telephone interviews. Reserve survey.
2) Habitual purchase behavior, seek diversified purchase behaviors, and resolve uncoordinated purchase behaviors and complex purchasing behaviors.
This computer is a complicated purchase behavior.当消费者购买一件贵重的、不常买的、有风险的而且又非常有意义的产品时，由于产品品牌差异大，消费者对产品缺乏了解，因而需要一个学习过程，广泛了解产品性能、 Features, so as to have some views on the product, and finally decide to buy.

. Eagle
Standard answers
1) The first group of marketing staff uses the levy survey method: The second group of marketing staff uses the interview investigation method.
2) The advantages of the levant survey method: The recovery rate of the investigation is high. Moreover, the intervals survey method can be adopted, and the opinions of the survey may be influenced by the opinions of the investigators. When filling in the questionnaire, they are more abundant, which is convenient for thinking and memories.
Disadvantages: The area of ​​investigation is limited and the cost of investigation is high, which is not conducive to effectively supervising the activities of investigators.

. Tongrentang
Standard answers
1) Industrial buyers
) Reinstalling, correction and acquisition, new purchase.
5. Wal -Mart
Standard answers
1) Intermediate buyer buyers
) Buy new varieties and idle best seller. Seeking more conditions.

Chapter 2
Chapter 2
The scenario simulation questions

1, transport company 100 tons of rice
Standard answers
1 ) Endless. 1, 100 tons of rice should not be used to use cars when they are transported to Qingdao. Because the car is relatively flexible and fast, it is easy to load goods directly in warehouses, docks, stations, etc. The car load is small and the freight is relatively high. 100 tons of rice belongs to large goods.
2.100 is correct when using cars to be used to Yimeng Mountain. Because Yimeng Mountain belongs to the rural areas of the mountains, lack of rivers and railways. And 100 color TVs are not too much, and it is just right to use cars.
2). When transported to Qingdao, it was used to use train or ship. 100 lottery transport to Yimeng Mountain for cars.

2.mp3 development
standard answers
1) The Chinese MP3 market before 2001 belongs to the introduction period: from 2001 to 2003, the Chinese MP3 market belongs to the growth period. The marketing strategies of enterprises in the market growth period are mainly: improving product quality: finding new market segments: the focus of changing advertising promotion: timely reduction in price.
2) Regional sales organization structure
regional sales organization structure is the simplest method of sales organization structure design. Sales staff are responsible for all sales business in a region. It has the following characteristics: 1. It is conducive to mobilizing the enthusiasm of marketers. 2. It is conducive to the establishment of long -term relationships with customers. 3. It is conducive to saving traffic costs.
The sales area according to geographical location, the size and shape of the sales area need to be determined. The sales area can be divided according to the principle of equal sales potential or equal sales workload.

3, a manufacturer's two promotional measures (5.2-6.8/7.1-7.31)
Standard answers
) subsidies with invoice deductions. The purchase subsidy restrictions reach a certain purchase volume to enjoy the subsidy, and the subsidy of the invoice deduction is limited to the subsidy within a certain period of time.
Prepass payment. The so -called delay payment, that is, retailers can advance the goods and pay after a period of time.
2) Conditional subsidies can be divided into cash discounts, advertising subsidies, large -scale display subsidies, spot inventory subsidies, and restoration of inventory subsidies.

4. Haier Sales
Standard answers
) Competition and draw. The competition and lottery refer to the enterprise through a specific way, using specific prizes as the cause, so that consumers are interested in, actively participate in and look forward to a sales promotion activity of winning prizes.
The two most popular ways of drawing awards are: one is a direct draw: the other is a rewarding lottery. There is also a popular lottery category called "planning learning"
) Refunds preferential treatment, paid gifts, packaging promotion, retail subsidies, etc.

The two case analysis questions
1, Jianghai warehouse management
standard answers
1) 1. Quantitative ordering method and regular ordering method.
2. Quantitative ordering method.
2) The advantages of quantitative ordering methods include: Check and invent inventory in detail before each order (depending on whether it is reduced to the ordering point), you can understand and master the dynamics of inventory in time. Because the number of orders is fixed at a time, it is a pre -determined economic batch, and the method is simple. The disadvantage of this order method is: regular inspections and inventory of inventory workloads are large and spent a lot of time, thereby increasing the cost of stock storage and maintenance. This method requires a separate order operation for each variety, which will increase order costs and transportation costs.

2. A certain washing supplies
Standard answers
1) Quick penetration strategy. At low prices, new products are launched at high prices, high promotional expenses. The condition for implementing this strategy is: the market capacity of this product is quite large: potential consumers do not understand the product, and it is not sensitive to prices: potential competition is more intense: product unit manufacturing costs can be rapidly reduced with the expansion of production scale and sales volume. Essence
2) Cash discounts, quantity discounts, and functional discounts.

3.A company has two batches of goods, one is a small amount of precision instruments, and the other batch of electric fans
standard answers
1) It is not feasible. Precision instruments should be transported by aircraft. Because the aircraft has the fastest transportation speed and the smallest carrier capacity, it is suitable for transporting precision instruments. Although the freight is slightly higher, this question does not consider shipping. If the precision instrument is transported by train, one is unnecessary, and the other is that the speed is not fast enough, and it is difficult to meet the goals that reach Shenzhen within one day.
2) The electric fan is more suitable to use automobile transportation. Because the transportation of cars is relatively flexible and fast, it is not possible to use ship transportation in areas that lacks rivers, and trains cannot be used in areas lacking railways. Car transportation in such areas is the most important and most suitable.

4. Beijing Zhuo Electronics Enterprise
Standard answers
1) mature period. After entering the maturity period, the sales volume of the product has grown slowly, gradually reaching the highest peak, and then slowly decreases: the sales profit of the product also began to decline from the highest point of growth: the market competition is very fierce, various brands and various styles of similar types Products continue to appear.
2) growth period. After entering the growth period, the old customers repeatedly purchased and brought new customers. The sales volume surged, the profit of corporate profits increased rapidly, and at this stage, the profit reached its peak.

Chapter 3

Situation simulation
. Dafa company initially intends to buy 100 tons of steel from Huanguan Company in principle?
The questions are not answering, answering if you have questions, you can avoid it.
2) Suitable for negotiations in negotiations, and there is a rush to negotiate success. The disadvantage of this concession strategy is: First of all, due to the weak performance at the beginning, the big steps are profitable. When encountering greedy opponents, it will stimulate the opponent to intensify and get into the ruler. Secondly, this concession strategy may lead to the emergence of negotiation or defeat due to the rejection of the concession in the three phases.
. Little Li Tianmei Clothing Company Salesman
1) Xiao Li can answer this: "Miss, your memory is very good, this color has really been popular a few years ago. But I think you know, clothing, clothing, The trend is reincarnation, and now there are signs of this color recovery. "
2) The strategies adopted when the salesman dealt with the disagreement of the salesman is: turning treatment method, conversion processing method, with good inferiority method, merger opinions, and opinions. Refutation method, cold treatment method, and euphemistic treatment method.
. The company's strategy to concession at one time from Jinshan Company
1. The disadvantage of the party or the relationship between the relationship between the parties is more friendly.
2) Negotiation experience of negotiating opponents; what kind of negotiation guidelines and strategies are ready; what kind of reaction the other party will give us after the concession.
four. The salesman Xiao Wang introduced the car to the guests
1) The guests deliberately pressed the price. The guest asked a lot of questions. The guest's opinions were many
2) The intention of using it: During the sales process, the customer agreed with some points. Since the points are agreed, it is unreasonable if it is still not purchased.
five. Xiao Wang is a fate salesman
1) Disadvantages 1. Emphasize excessive advantages of the product before demonstration, so that the customer's expectations are too high. 2. Sales workers are too high to estimate their performance. 3. During the demonstration process, you only care about your own operation, instead of paying attention to the customer's reaction.
2) The use value, popularity, safety, aesthetics, education, health, durability, and economics of the product of the product.
If, Century Company should buy 1,000 computers from Changchen Company.
1) 1. Due to the principles of being stable, durable, and step -by -step, it is not easy to make the buyer easily take advantage of it. 2. It is more favorable for the two parties to bargain and reward them. 3. When the buyer who is irritable or talked about in the same time, it often takes advantage of the wind and weakens the buyer's bargaining ability.
2) Negotiation experience of negotiating opponents; what kind of negotiation policies and strategies are you going to take; what kind of reactions do the other party give us after the concession
seven. Company A is a large company that produces smart switches
1) In the final stage, all steps can be made to allow benefits
2) Disadvantages: due to the strategies that repeatedly persist in the beginning of the discussion, you may lose your partner to lose your partner It has a greater risk, and at the same time, it is easy to convey the information that has lacks sincerity to the other party, which will affect the negotiation and the bureau.
8. Wal -Mart will buy some food from Green Leaf Food Company
1) Stretching packaging. The stretching packaging is a packaging with elastic plastic film at room temperature, wrapped the product body, and tightly sealed. This packaging method does not need to be heated, suitable for fear of heating products, such as fresh meat, frozen food. There are also bubble packaging, contraction packaging, inflatable packaging, oxygen -absorbing packaging, breathable packaging, fresh -keeping packaging
2) Commodity transportation packaging and transportation icon icon:
For fear of shocking products, the icon logo is the icon logo as it is Gaojia wine glasses, "be careful to put" the word "; for the fear of wet products, the icon logo is open umbrella, and the bidding" is afraid of wet "; for the fear of hot products, the icon logo is the sun, and the bidding" is afraid of "afraid of" fear of "fear of" fear of "fear". Hot "words; for the goods that need to control the temperature, the iconic thermometer is required, and the high and low temperature, and the bidding" temperature limit "; in addition," disable the hand hook "icon logo," upward "icon logo," As a result, the "icon logo," center of gravity "icon logo," prohibit rolling "icon logo and" stacking limit "icon logo, etc.
Case analysis questions
. Wang Li is selling sofas to a customer
1) Turn treatment method. Once this method is not used properly. It may be more objections to customers. Use the word "but" as little as possible during use, but the actual conversation contains the opinion of "but", so that the effect will be better.
2) Assume that the transaction method is assumed. The use of the transaction method is conducive to saving sales time and improved sales efficiency
. Xiao Wang sells check checkups to a bank staff
1) The transaction method is requested. The intention is that in the process of sales, the customer has gradually agreed with some points. Since he agrees with all points, it is unreasonable if you still do not buy it.
2) Local transaction method, assumption of transaction method, time -limited transaction method, preferential transaction method, from public transaction method, concession transaction method, final transaction method, hunger trading method, guarantee transaction method, select transaction method, excitement transaction method r r r r r r r r r r
. Xiao Li is a salesman of L clothing company
1) When the salesman dealt with the objection, he should be emotional and not nervous. If you realize that the objection must exist, the customer should keep calm and promote the sales. The staff should listen carefully and welcome it sincerely, and must not be blocked. The salesperson's objection to the customer must answer carefully, the word must be appropriate, the tone must be mild, the customer should be respected, and the expression should be euphemistically expressed.
2) The strategies adopted when the salesperson handles objection: the transformation treatment method, the turning processing method, the euphemistic treatment method, the merger opinion method, the method of replenishing the inferiority, the refutation method, and the cold treatment method.
This Xiao Li should adopt the turning treatment method to indirectly negate the customer's opinions according to the relevant facts and origin. Applying this method is to first recognize the customer's view, which makes some truth, that is, to make a certain concession to the customer to speak out, try to use the word "but" as little as possible during the use process, but the actual conversation includes the actual conversation includes The meaning of turning is better.
. For example, Xiao Li first affirmed the customer's understanding of the trend of clothing trends, and affirmed the customer's opinions. Then he euphemistically pointed out that this color shows signs of recovery. There is room for conversation.
. Ma Li sells fruit juice machines
1) In order to attract the opinions of others
to ask questions to start the opening to open the game to add gifts.
2) Select the transaction method
The request transaction method, local transaction method, from public transaction method, preferential transaction method, concession transaction method, hunger transaction method, time -limited transaction method, excitement transaction method, final transaction method, guarantee transaction transaction Fa, assuming the transaction method
5. Printer scanner sold by the salesman Xiao Wang.
1) The strategies for the treatment of objection are: turning treatment method, conversion treatment method, merger opinion method, with excellent and inferiority, refutation method, euphemistic treatment method, and cold treatment method. Xiao Wang uses the transformation processing method.
2) Suggested transaction strategy: Request transaction method, local transaction method, from public transaction method, excitement transaction method, preferential transaction method, concession transaction method, hunger transaction method, final transaction method, time -limited transaction method, guarantee transaction method, assumption, assumption Transaction method, select transaction method. Xiao Wang uses the transaction method.
. Viran Air Conditioning Co., Ltd. In order to welcome the new sales peak
1) House -by -house access, advertising search, joint sales introduction, celebrities, letter search, information inquiry, market consultation, personal observation, setting agency, agency, setting agency, setting agency, settlement, settlement, settlement, settlement, settlement, settlement, agency, settlement, settlement, agency, settlement, settlement, agency, settlement, settlement, agency, settlement, settlement, agency, setting agency, settlement, settlement, agency, settlement, settlement, agency, and agent, Competitiveness, entrusting assistant, industry assault,
2) Advertising search has the advantages of fast communication speed and wide range of dissemination, saving manpower, material resources, and financial resources. reaction.
Seven. Company A is an international home appliance company of electrical electrical
1) First height and low, and then slightly high -level concession strategy
2) The advantage of this concession strategy: First of all, the starting point of concession It is more appropriate and moderate, which can convey the information that can cooperate and benefit the information of the other party. Secondly, the negotiation is vibrant. If the negotiation cannot be completed in the slowdown, it is easy to negotiate successfully. Once again, because the steps are slowed down in the second phase of the concession, it can cause a feeling of approaching the other party, which can easily promote the other party as soon as possible. In the end, it can keep the great interests of the square.

Chapter 4

Chapter 4
Situation simulation
. People's shopping mall jewelry
1)
2) The process includes: encouraging customers to talk; gaining and judging the truth of the facts; providing solutions; fair solutions to claims; recommended sales; establishment of goodwill Steel
1) Economic funding is given every six months of
2); provided technical funding; granted material funding; giving management software funding. For debtors to implement some funding or help with short -term effects.

three, "Blue Giant" IBM
1) 1 and 4 belong to pre -sales service; 2 and 3 belong to after -sales service.
2) There is a chapter that can be followed; timely processing; distinguishing responsibility; leaving file analysis.

. The content of the service is very rich. In recent years, Lenovo Company ,,
1) Pre -sale service 127; Sales service 34; after -sales service 56;
2) standard follow -up method. A simple way to improve service quality is to learn from competitors. It refers to the comparison of its own products, services, and marketing processes with market competitors, especially the best competitors in the market, and find their own gap in the process of comparison and inspection. Essence
The blueprint skills. It refers to a strategy that has a strategy of decomposing organization systems and institutions to identify the contact points of customers and service personnel, and start from these contact points to improve the quality of corporate service.

. Cinda decided to purchase 200 computers
1) to investigate through financial institutions (banks); use professional credit survey agencies to conduct investigation; conduct surveys through customer or industry organizations; internal investigation Essence
2) Customers are required to provide guarantors; increase credit deposit; transaction contracts have obtained fairness; reduce supply or implementation restrictions, and accept debt repayment. If there is a guarantor, the guarantor is chased to the guarantor; if there is a mortgage guarantee, the mortgage repay the debt.

. 6. Guangzhou South Building Department Store
1) 1 is more bulky and huge products. 2 When you have too much sexual purchase, it is inconvenient to carry by yourself. 3对某些有特殊困难的顾客rn2）“三包”服务指对售出商品的包修、包换、包退的服务；安装服务；包装服务；电话回访和人员回访；提供咨询And guide service; establish a customer file; properly handle the complaints of customers.

Case analysis
Ilier to buy a batch of goods worth 100,000 yuan from a company
1) It is not feasible
Debt is limited to the same legal relationship, that is, the relationship between the same debt and debt, or only in the same debt contract and such a debt contract is a contract between the two parties.
In this example, Sanjiang Mall and the company signed two contracts instead of both parties. If you use economic compete in different claims and debt relationships, then legal principles are considered a retaliation behavior. It is improper and deliberately damaged the legal interests of the debtor, so the law must give sanctions on this. As a result, Sanjiang Shopping Mall must bear the responsibility of paying liquidated damages and compensation.
2) Use administrative intervention methods to assist debt collection methods.
It use the supervision function of financial institutions to collect debt.
The use of economic countermeasures to collect debt.
The use of interrupt cooperation means to help debt collection.
The use of "blood transfusion" to support the debtor to collect debts.

. The world's largest computer manufacturer IBM
1) The difference between the quality of the service quality is mainly:
1 management still refers to the gap between the enterprise management error It is understood that customers' expectations for service quality
2 The standard differences between the quality of quality refers to the specific quality standard specified by the enterprise and the management of the customer's quality expectations.
3 service supply gap refers to the low quality level of service on the production and supply process, and the quality standards formulated by the enterprise cannot be made.
4 The gap between the information dissemination of the supply party refers to the unintentional quality between the information provided by the enterprise and the actual service provided by the enterprise, usually the former is inferior to the latter.
5 service quality perception gap refers to the customer experience and the service quality that does not match the quality of the service it expects. Most of the former is inferior to the latter
2) Network
Provide accurate information for customers; carry out effective communication with customers; truly solve the problem of customer; protect customer privacy and information security; establish a "seamless connection" customer relationship; realize the commitment to customers.

. Hailai Company decided to purchase 100 computers from Deep Blue Company
1) to investigate through the "bank" of financial institutions; ; Internal survey.
2) In the following circumstances, enterprises should tighten credit policies to reduce corporate risks:
1 For competitors, corporate credit policies are too loose, and the average risk level is higher than competitors;
2 enterprises depend on sales of some large customers, small customers are relatively important;
3 products belong to the market tight products, and the company's production capacity is limited;
4 products have low profit margins; The economic situation is not good, and the local economy where the enterprise is located is in a decline;
6 The risk of the industry where the customer is located is particularly large;
7 products are special products, which are very narrow in sales; The cost is high;
9 Customers order high -priced equipment or large -scale production machinery;
10 customers have debt disputes, legal lawsuits and other major events affecting customers' continuous operation. rnrn四、广东健力宝集团在中国体育市场上可谓一枝独秀rn1）售前服务：通过广告宣传使顾客知晓；服务电话；免费咨询；复杂产品提供客户培训；提供良好Purchase environment; provide convenience for customers. Jianlibao Group has done a good job of publicity through advertising; providing a good purchase environment; facilitation for customers.
2) Sales: Help customers understand the product; help customers choose products; meet the reasonable requirements of customers; provide agency business; on -site operation.

The comprehensive test questions
The comprehensive test questions
. Company A is a large international home appliance company
1) It is suitable. This concession strategy is generally applied to: cooperation -based negotiations. The characteristics of this concession strategy are: led by cooperation, supplemented by competition, seeing the virtuality in sincerity, and rigid. First of all, the starting point of concessions is more appropriate and moderate, which can pass the information to the other party that can cooperate and benefit the information. Secondly, the negotiation is vibrant. Again, because the step -down in the second phase of the concession can cause a feeling of approaching the end, it is easy to promote the other party as soon as possible, and eventually protect the great interests of the party.
2) The strategy of breaking through the deadlock:
The attention from the objective perspective;
In different solutions to alternative;
n Standing on the other side of the other party
This from the other party's vulnerability
Is when the interests of the two parties are reasonable, you can draw the salary at the bottom;
A effective concessions are also a chic strategy. rnrn二、某厂商推出三项促销措施（5.1-6.8/7.1-7.31/5.1-7.31）rn1）销售促进策略归纳为十类：赠送优待券、折价优待、 Set point preferential treatment, refund preferential treatment, competition and lottery, gift samples, paid gifts, packaging promotion, retail subsidies and POP advertisements.
The sales promotion strategies adopted by the manufacturer include competitions and lottery and retail subsidies.
2) The unconditional subsidy is divided into purchase subsidies, subsidies for invoice deductions, free subsidies and extension payment.
The conditional subsidy can be divided into cash discounts, advertising subsidies, large -scale display subsidies, spot inventory subsidies, and restoration of inventory subsidies.
The manufacturer has adopted the subsidy and postponed payment with the invoicing deduction.

. The level of customer satisfaction ... from KFC
1) According to the service timing, the service can be divided into pre -sales service, sales service, and after -sales service.
The services provided by KFC to customers in the case include: provide a good supply environment; packaging services; meet the reasonable requirements of customers; provide consulting and guidance services; and provide convenience for customers.

2) Take measures to improve service quality:
1. Establish a "customer -centric" service concept
2. The service reflects experience marketing concepts
Experience marketers are near The new marketing concept developed in the years refers to all activities of enterprises with the goal of meeting consumer experience needs, using service products as the stage, and using tangible products as a carrier to produce and operate high -quality products.
3. The method of improving service quality:
standard follow -up method, referring to the company's products, services and marketing processes, etc. Compare, find your own gap in the process of comparison and inspection, thereby improving your own level.

The blueprint technique method refers to a strategy of interconnected organization systems and institutions, identifying the contact points of customers and service personnel, and starting from these contact points to improve the quality of enterprise service.