试题与答案

患者,女性,25岁,不明原因发热2月入院,贫血貌,杵状指,皮肤黏膜有多处小出血点,入

题型:单项选择题

题目:

患者,女性,25岁,不明原因发热2月入院,贫血貌,杵状指,皮肤黏膜有多处小出血点,入院时,三尖瓣区有Ⅲ级吹风样杂音,近日消失,脾大,有压痛,血液培养为草绿色链球菌,拟用青霉素G和下列之一药合用宜选用()

A.链霉素

B.阿米卡星

C.奈替米星

D.红霉素

E.羧苄西林

答案:

参考答案:A

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题型:完形填空

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第二节(共5小题;每小题2分,满分10分)

根据短文内容,从短文后的选项中选出能填入空白处的最佳选项。选项中有两项为多余选项。

   71   Lots of people aren’t satisfied with their present weight, but most people aren’t sure how to change it. You may want to look like the models, actresses or actors in magazines or on TV, but those goals might not be healthy or realistic for you .    72   

So what should you do about your weight control?

     73    The best way to find out if you are at a healthy weight or if you need to lose or gain weight is to go to see a doctor or dietitian(营养学家) for advice. They will compare your weight with healthy standards and help you set goals. If it turns out that you can benefit from weight loss, then you can follow a few of the simple suggestions listed below to get started.

      74    People who lose weight quickly by crash dieting or other extreme measures usually gain back all of the pounds they lost, because they haven’t completely changed their habits. Therefore, the best ways of weight management are those that you can keep for a lifetime.

Small changes are a lot easier to stick with than big ones. Try reducing the size of what you eat.    75    Once you have that down, start gradually introducing healthier foods and exercise into your life.

All in all, it’s a good idea to keep a healthy weight because it’s just that: healthy.

A.Try giving up regular soda for a week.

B.Try to mind what you eat and stop when you’re full.

C.Weight management is about long-term success.

D.In addition, no magical diet will make you look like someone else.E. Being healthy is really about being at a weight that is right for you.

F. Changing from whole to nonfat or low-fat milk is also a good idea.

G. Weight loss is a hard topic.

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题型:问答题

生产“太子”奶的湖南某公司是一家生产乳制品的民营企业,主要生产鲜奶、酸奶、钙奶和乳酸菌奶。该公司于1997年11月8日在CCTV黄金时段广告招标中,斥资88888888元夺得1998年广告“标王”,希望能像当年秦池那样一举成名,销量猛增。
然而,出乎企业意料的是,随着标王广告的播出,产品销量并没有大的增长。据中华全国商业信息中心提供的全国100家重点大商场乳酸菌类饮品市场调查报告显示:当年4月份“太子”奶市场占有率1.8%,而同期的乐百氏和娃哈哈同类产品市场占有率分别为32.4%和18%。这份报告提供了10个乳酸菌类饮品品牌销量排行,标王“太子”奶仅居第7位。为什么花血本夺广告“标王”,广告费花得比竞争对手多,销售量反而不如对手除了品牌形象、广告诉求等问题外,该厂缺乏对消费者需求的认识和分析,以及在市场细分战略上的模糊是一个重要的原因。而且,正是缺乏对消费者需求的认识和分析使得市场细分出现问题,并带来了市场定位、品牌形象和广告诉求等其他问题,因此,市场细分问题是失败的主要因素。
“太子”奶是一种营养奶制品,它含有自然发酵的活性乳酸菌和20种氨基酸及维生素A,D等营养成分,不仅能补充营养,还能调理肠胃,有助消化,是一种老少皆宜、饮用方便的营养佳品。其产品110ml装主要适合儿童饮用,200ml,500ml装则既可适合少儿也适合成年人。
该公司正是在这个问题上落入了市场细分的“陷阱”。公司主要负责人认为,既然产品从儿童到中老年人都适合,那么他们选择的目标市场当然越大越好,“众人拾柴火焰高”嘛!只要肯投入强力度的广告宣传,销路应该不成问题。该公司董事长有一次在回答记者及经销商有关”太子”奶产品目标市场方面的问题的提问时说:“我们公司有句广告——日出美江南,‘太子’奶天下。也就是说,‘太子’奶是天下人的‘太子’奶,老少皆宜。”
敢把“天下人”都纳入其目标市场,气魄可谓大矣!反观娃哈哈、乐百氏等同类产品,由于明确定位于儿童市场,销售量稳步上升,并做成中国顶级名牌。
结合案例,请回答以下问题:

实际采用了何种目标市场营销策略,其优缺点

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