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HND市场学outcome 1 考题及参考答案

1 please describe the purpose and importance of marketing research to organisations.(expected response:approximately 200 words) Answering this question you'll be asked to interpret the meaning of marketing research first, then explain the importance of marketing research.

An explaination of the importance of marketing research to include points such as:

Definition of marketing research

◆Marketing research is a method or instrument by gather(collect),

sort(process), analyse, interpret information and finally draw an

useful conclusion the company's marketing strategy will benefit from. Explain the importance of marketing research, you will be suggested as follows:

◆to meet the needs of its market where a company needs to understand

its customers.

◆Companies use marketing research to identify ther potential markets.

◆Marketing research helps organisation create satisfied customers

through the provision of the right goods(products), in the right place, at the right price, with the right information(promotion).

Reference

Marketing research is a systematic, objective collection and analysis of data about a particular target market, competition, and other

environment inluding internal and external environment. It always incorporates some form of data collection whether it be secondary research or primary research which is collected direct from a respondent.

The marketing research aims at meeting the needs of its market where a company needs to understand its customers. With the change or development internal and external environment of company, the product market will varies from many factors such as customers' wants or demands.

Since meeting consumers' needs is the basic commercial laws, and important for the company's survival and profits making, the company can do some efforts to create more customers' utilities (satisfaction) by marketing research. At the same time, customers' satisfaction will be maximized if they are provided the right prodcts, in the right place, at the right price and with the right promotion(abbreviated 4P in next text). The 4P's product mix is closely correlated with the marketing research.

With the coming of the products' market growing and mature, the quantity of competitors increases, there is no more space available of prodcts' profits making. In order to survive, to keep the existing profit, or to increase the profit, company have motions to explore the potential markets by marketing reseach.

2 expected response: approximately 300 words.

(a)describe and distinguish between primary and secondary data.

◆ a definition of primary data

◆ a definition of secondary data

A comparison of primary and secondary data such as:

◆Primary data is firt hand information, secodary data is the second

hand information.

◆Primary data is field research.

◆Secondary data is desk or library research.

◆Primary research can be gathered through questionnaires, focus

groups or obserbations, etc.

◆Secondary data can be gathered from within the company, or outside

the company.

Reference :

Primary data is the information collected for particular(specfic) purpose at hand. Secondary data exists somwhere, gathered for another purpose.

The difference between the primary data and the secondary data can be listed as follows:

Just as its name implies, primary data is the first hand information, while secondary data is the seond hand information. That is to say, primary data is field research which is gathered by an organisation for its own specific purpose. Seondary data is desk or library research which is

gathered from the library and internal organisation, etc. So we can conclude that secondary data is started first, the more expensive,

time-consuming primary research will be used only when missing information has to be collected by marketing research.

Secondary data comes from both the internal database and information publicly available(marketing intelligence). While primary data can gathered from outside the organisation.

There is the difference in the instrument of the two data. Primary data can gathered through survey . We can survey the targeting by mail, phone, or internet. It can collected through observation by ethnographic research, or sending its staff to observe. It also can gaghered information by focus group interivewing and by experimental research. While the secondary data can be sorted from public available information and internal information. the public available information may include government's report of industry, the news of competitors' website, the references form library, free industry research database, public limited company's information, etc.

(b)idetify the advantages and disadvantages of using secondary data. Advantages

Relatively cheap and easily accessible.

◆Vast quantities of information covering a wide range of subjects are

available.

◆Data has already been analysed and processed.

◆Organisations have gathered information over many years and trends

and patterns can be identified.

◆Governments produce statistics about markets and consumer habits. Disadvantages

◆Not specific to a particular organisation.

◆Possibly out of date

◆Not exclusive to a particular company, so is also available to rivals.

◆Analysis to the data may be biased.

Reference:

There are five main (key) advantages of secondary data. The fist, it is cheaper and can be obtained more quickly. The seond, Vast quantities of information covering a wide range of subjects are available. The third, since secondary data exists somewhere, it has already been analysed and processed. The fourth, organisations have gathered information over many years and trends and patterns can be identified so that the data is used because public receive it undoubtedly. The last, Governments produce statistics about markets and consumer habits, so if the change of environment can be neglected, the resources about markets can be used.

The disadvantages of secondary data includes as follows:it is provided to pulic, so it can not provide specific information for a particular organisation, that is to say , the rivals possibly have the same accesses to gain the similiar information. It ages easily , so it is possibly out of date. Secondary data is not specially prepared for the specific problem of marketing, so the outcome maybe be biased.

(c)identify different secondary soures which the organisation in the case study might use.

◆Government statistics about social trends from the Annual Abstact of

Statistics.

◆The financial accounts of rival company.

◆Sales records from within the company to identify growing/declining

areas.

◆Newspaper articles about the latest toy crazes in America.

◆Census figures which highlight population changes.

◆Government statistics about the state of the economy.

3 explain how the organisation in the case study might use different types of marketing research. Provide realistic and relevant examples of types of marketing research which the organisation could use to improve its current business situation.(expected 400 words)

◆The company could carry out questionnaires in retail outlets, such as

retailers and other middlemen by telephone, personal talk or online.

◆the company could visit parent and toddler groups to observe how

children play with toys.

◆The company could invite pre-school children to play in the

observation room exlusively bulit for research, the marketing

managers could watch or observe the children's behavior by scanners or through the window outside the observation room.

◆The company hire an well trained person who was good at marketing

research to observe the parent and children's buying behaviors.

◆The company could organise focus groups to discuss new products

with groups of 10-12year olds. The company could create a flexbile and comfortable talk/chat environment, start from an interesting topic so as to calm down the groups, then induct them to speak their true views on the exploration of the new product.

◆The company could carry out the quesitonnaires to make sure the

customers' buying preference and their habbits of buying toys , by this process, the company can gain some resources about the development of the new products for added customer market which can be

described with 10-12year olds.

◆The company could send out questionnaires to the toy buyers for

exsiting products in different retail stores such as toy stores , super

markets, etc. The contact methods are available which are mail, phone, personal talk, and online. If the outlay for marketing research is

enough , the suggested method is personal talk. Because this method is easy to control the quality of research.

◆The company could organise focus groups to discuss exsiting

products with groups of pre-school year olds. Since the customers'

characteristic, the form of research maybe variable and flexible.

Maybe playing games with them is available while carrying out

research. By chatting with them, marketing managers or marketing

researchers can know their needs for the toys.

◆Since the industry is becoming even more competitive, gathering

more secondary data of rival company's marketing activities is a quite right choice. We can analyse the rival companys' sales figures to see how they had adapted their product ranges. We can go to library for basic reference of rival company, we can gain the free data from the government statistics of industry, we can also gain the information of rival company on the internet ,especially on the rival company's

website which includes formal information and informal information like BBS' news.

◆For gathering more information of rival company, we can use the

ethnographic research.we can hire a person specially trained for

marketing research. The person will observe the buying behavior of

their own consumers and rival companys' consumer, then analysis the difference between the two kinds of consumers. Finally give the

different marketing strategy .

◆The company could use secondary sources such as government

statistics to identify changes in the market place.

◆The company could gather information of book order of government

for the primary scholar or pre-school children through the report of government 's work which can be received freely and through

government authoritative website.

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工程材料期末考试复习题集

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HND 大综合第一部分Planing

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试验检测员考试试题

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12、慢冻法混凝土抗冻性能试验中，抗冻等级以同时满足强度损失率不超过25% 重量损失率不超过5%的最大循环次数表示。 13、砖切体砌筑砂浆制作试件时，作底模的砖吸水率不大于10% ，含水率不小于20% 。 14、混凝土多孔砖根据抗压强度平均值和抗压强度单块最小值确定强度等级。 15、钢及钢产品取这样的时应防止过热、加工硬化而影响力学性能，用烧割法和冷剪法取样应留加工余量。 16、钢管脚手架扣件分为直角扣件、旋转扣件和对接扣件。 17、沥青防水卷材在拉力试验前应置于25±2℃的干燥处不少于 1 h。 18、混凝土不现浇构件截面尺寸的允许偏差为 +8 、-5 ㎜。层高的许偏差为 10 ㎜。 19、对于一般粘性土宜采用蜡封法环刀法进行天然密度试验，对于易破裂土和形状不规则的坚硬土宜采用，灌砂法对原状砂和砾质土宜采用灌水法进行天然密度试验。二、选择题 1、检测机构承接检测业务应当与（D ）签订书面合同。 A）建设单位； B）施工单位； C）材料供应商； D）委托方 2、检测技术人员不得同时受聘于（ B ）个及以上检测机构。 A）1； B）2； C）3 ； D）4 。 3、检测报告应（D ） A）公正； B）科学； C）规范； D）公正、科学、规范。 4、含水率为%6的湿砂100%，其中含水量为（ C ）。 A）水质量=100×%6=6g; B)水质量=（100-6）×6%=5.6g; C)水质量=100- =5.7 D) 水质量=(100+6)×6%=6.36g。 1+0.06

建筑材料期末考试题库(简答题)

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HND大综合1GU1答案

Sectio n1 Questio n 1: Part A Give n the competitive n ature of the mobile telecom muni cati ons market an alyse the likely advantages and disadvantages to Opal of establishing a partnership agreeme nt with ano ther compa ny .12 Adva ntages: Firstly, the part nership agreeme ntsca n provide Opal with tech no logy assista nce」t allows Opal for the joint developme nt of new products and the shari ng of tech no logy. Secon dly, a Chin ese part nership not only gives Opal access to local kno wledge but also provides an air of acceptability that is importa nt whe n con duct ing bus in ess in China. Thirdly, local firms 'ell-reputation and wealth of experience will also help Opal to en sure that product developme nt and customer service is specifically targeted at meet ing the local n eeds and dema nds of the local market. Fourthly, compa nies in part nership can share the costs and reduce the risk. Disadva ntages: As for the disadva ntages, firstly, the own tech no logy of Opal might be leaked because of the shari ng of tech no logy which may result in the loss of Opal' competitive adva ntages. Secon dly, in a part nership with others, the con trol power of Opal compa ny might be distributed because of the con siderati on of other part ners Thirdly, firms need to share the profits and there might be conflicts since those companies are profitable organizations. PART B s be i

【2019年整理】公路工程试验检测员考试试题

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建筑材料期末试题

第一章材料的基本性质一、填空题 1、材料的吸水性用吸水率表示，吸湿性用含水率表示。 2、材料耐水性的强弱可以用软化系数表示。材料耐水性愈好，该值愈大。 3、同种材料的孔隙率愈小，材料的强度愈高；当材料的孔隙率一定时，闭孔孔隙率大的，材料的绝热性愈好。 4、当材料的孔隙率增大时，则其密度不变，松散密度减小，强度减小，吸水率增大，抗渗性降低，抗冻性降低。 5、材料作抗压强度试验时，大试件侧得的强度值偏低，而小试件相反，其原因是和大试件中间部位受摩擦阻力的影响小，且降低材料强度的缺陷出现的机率大，所以试件的强度要偏低而小试件相反。 6、材料的密度是指材料在绝对密实状态下单位体积的质量；材料的表观密度是指材料在相对密实状态下单位体积的质量。 7、材料的耐水性是指材料在长期水作用下，强度不显著降低的性质。二、单选题 1、材料的抗渗性指材料抵抗( C )渗透的性质 A. 水； B. 潮气； C. 压力水； D. 饱和水 2、有一块砖重2625g ，其含水率为5% ，该湿砖所含水量为( D )。 A . 131.25g ； B . 129.76g ； C. 130.34g ； D. 125g 3、材料的耐水性指材料( D ) 而不破坏，其强度也不显著降低的性质。 A. 长期在湿气作用下； B. 在压力水作用下； C. 长期在饱和水作用下； D. 在水作用下 4、颗粒材料的密度为ρ，表观密度为 0ρ，堆积密度0ρ'，则存在下列关系( A )。 A. ρ＞0ρ＞0ρ' ； B. ρ＞0ρ'＞0ρ； C. 0ρ＞ρ＞0ρ'； D. 0ρ＞0ρ'＞ρ 。 5、材料吸水后，将使材料的( D )提高。 A. 耐久性； B. 强度及导热系数 C. 密度； D. 表观密度和导热系数 6、通常材料的软化系数为( B )时。可以认为是耐水的材料。 A . ＞ 0.95； B. ＞ 0.85； C. ＞ 0.75 ；D. 0.65 7、含水率为5 ％的砂220kg ，则其干燥后的重量是( B )kg 。 A. 209； B. 209.52 ； C. 210； D. 210.52 8、材质相同的A ，B 两种材料，已知表观密度ρ0A ＞ρ0B ，则A 材料的保温性能比B 材料( B )。 A. 好； B. 差； C. 差不多； D. 一样 9、当某一建筑材料的孔隙率增大时，其吸水率( A )。； A. 增大； B. 减小； C. 不变化 D. 不一定增大，也不一定减小 10、当材料的润湿边角θ为( A )时，称为憎水性材料。 A 、>90° B 、≤90° C 、0°

HND大综合GU答案

H N D大综合G U答案文件排版存档编号：[UYTR-OUPT28-KBNTL98-UYNN208]

土工试验检测试题(第01卷)及答案知识讲解

土工试验检测试题(第01卷)及答案

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C、e max –e mi / e max –e D、e min -e/e max - e min 4、砾石成分的代号为（） A、B B、C C、G D、S 5、含石膏的土含水量测试时，烘干温度为（） A 、75℃~80℃ B、 65℃~70℃C、105℃~110℃ D、110℃~120℃ 6、含石膏的土含水量测试时，烘干时间一般为（） A、 4小时 B、6小时 C、8小时 D、8小时以上 7、水泥稳定土的含水量测试时，烘箱起始温度应为（） A、室温 B、 65℃~70℃ C、8小时 D、8小时以上 8、含水量低于塑限时，水分蒸发时土的体积为（） A、不再缩小 B、缩小 C、增大 D、不详 9、液塑限联合测定仪测试数据表示在（）图形上。 A、h~ω B、lgh~ω C、lgh~lgω D、h~ lgω 10、直剪试验的目的是测定（） A、τ,σ B、∮ ,C C、T , N D、τ，ρ 11、击实试验的目的是测定（） A、ωρ dmax B、ωρ C、ωρ d D、ωρ d 12、直剪试验得到的库仑公式是（） A、F=fN +C B、F=fN C、τ f =c+ σlg∮ D、τ=Gγ 13、压缩试验中在什么曲线上确定先期固结压力pc ( ) A、e~p B、e~lgp 曲线 C、lge~lgp曲线 D、h~lgω 14、EDTA二钠名称（）

材料力学期末考试复习题及答案

二、计算题： 1.梁结构尺寸、受力如图所示，不计梁重，已知q=10kN/m，M=10kN·m，求A、B、C处的约束力。 2.铸铁T梁的载荷及横截面尺寸如图所示，C为截面形心。已知I z=60125000mm4，y C=157.5mm，材料许用压应力[σc]=160MPa，许用拉应力[σt]=40MPa。试求：①画梁的剪力图、弯矩图。②按正应力强度条件校核梁的强度。 3.传动轴如图所示。已知F r=2KN，F t=5KN，M=1KN·m，l=600mm，齿轮直径D=400mm，轴的[σ]=100MPa。试求： ①力偶M的大小；②作AB轴各基本变形的内力图。③用第三强度理论设计轴AB的直径d。 4.图示外伸梁由铸铁制成，截面形状如图示。已知I z=4500cm4，y1=7.14cm，y2=12.86cm，材料许用压应力[σc]=120MPa，许用拉应力[σt]=35MPa，a=1m。试求：①画梁的剪力图、弯矩图。②按正应力强度条件确定梁截荷P。 5.如图6所示，钢制直角拐轴，已知铅垂力F1，水平力F2，实心轴AB的直径d，长度l，拐臂的长度a。试求：①作AB轴各基本变形的内力图。②计算AB轴危险点的第三强度理论相当应力。

6.图所示结构，载荷P=50KkN，AB杆的直径d=40mm，长度l=1000mm，两端铰支。已知材料E=200GPa，σp=200MPa，σs=235MPa，a=304MPa，b=1.12MPa，稳定安全系数n st=2.0，[σ]=140MPa。试校核AB杆是否安全。 7.铸铁梁如图5，单位为mm，已知I z=10180cm4，材料许用压应力[σc]=160MPa，许用拉应力[σt]=40MPa，试求：①画梁的剪力图、弯矩图。②按正应力强度条件确定梁截荷P。 8.图所示直径d=100mm的圆轴受轴向力F=700kN与力偶M=6kN·m的作用。已知M=200GPa，μ=0.3，[σ]=140MPa。试求：①作图示圆轴表面点的应力状态图。②求圆轴表面点图示方向的正应变。③按第四强度理论校核圆轴强度。 9.图所示结构中，q=20kN/m，柱的截面为圆形d=80mm，材料为Q235钢。已知材料E=200GPa，σp=200MPa，σs=235MPa，a=304MPa，b=1.12MPa，稳定安全系数n st=3.0，[σ]=140MPa。试校核柱BC是否安全。

HND大综合1答案

1.有关的知识: product line; product items; product positioning; product life cycle; 可能的优势：coherent连贯grouping of products within one market (drinks)---can help to gain economies of scale in promotion and operations, build managerial expertise etc; Targeted at a number of different markets(eg orangina, Tizer); range of different product lines and items—some have a very clear identity (eg Irn-Bru) 缺点：many are at the mature stage of the product life cycle; soft drinks is a rapidly changing market and new brands may be important (Barr’s may be finding it hard to develop new brands—its own brands are well-established and its franchises are in a static market(Orangina), or not well-know in the UK(Lipton Ice Tea). Part(b) 有关的知识：Price elasticity of demand; promotional methods; product life cycle; market research. Price elasticity may influence Barr’s in that it can lead to attempts to enhance brand loyalty so that price elasticity is reduced which, in turn, curtail the impact on sales of a change in price. There are many examples in the case study of attempts to develop brand loyalty, eg Irn-Bru, Tizer 2. Relevant concepts: systems approach; stakeholders; government economic policy; users of financial information. Answers should use examples to show how Barr’s has reacted to feedback from its environment and how it has tried to influence it. Answers should analyse the process by which Barr’s interacts in each case. Possible example include: use of government. Assistance when entering the Russian market(and discussion of market failure); threats to or angina franchise; changing promotional methods to make use of the internet; currency fluctuations and the knock-on effects; ASA and possible public reaction to Barr’s . Answers which consist of a series of examples with no analysis should get a maximum of seven marks. 3. （a）Relevant concepts: stakeholder; purpose of financial information; management control; organizational goals; objectives and policy; demand. Fidelity buys shares so that the dividends from them can be distributed to holders of its units. The information which it needs will depend on its organizational goals, eg: the degree of risk it is willing to take. These are not given so it is not easy to say which information will be valuable. Howeven, it may include: franchise agreements (eg when they start and end as this may influence Barr’s earnings); ASA adjudications which may affect the demand for Barr’s products; investments in new machinery(influence extent to which Barr’s is competitive); promotional campaigns(influence demand for product); dividends(because this will influence earning that it gets and how much it can pay its unit holders). Provide a reasoned argument which explains the link between the information and its value to Fidelity. （b）Relevant concepts: Stakeholder; strategies of control; organizational goals, objectives and policy; formal organization; users of financial information; purposes of information ; sources of relevant information. Answers should make it clear which item of information has been chosen, eg profit after tax. For fidelity, this could be used to monitor whether it has invested in terms of its objectives(eg these may relate to companies which have stable earnings), whether it has a suitable share profile across several companies; whether previous share purchasing decisions should be reviewed. Barr’s could use it to monitor the year on year progress of the company, to monitor the effectiveness of its profit sharing scheme. A reasoned argument which explains the link between the item information and control in the two companies. 4.Relevant concepts: market demand; internal and external environment; goals; purpose and analysis of financial statements; sources of finance; product mix marketing mix; product life cycle;