外文翻譯 零售企業(yè)的營(yíng)銷策略

1、畢業(yè)設(shè)計(jì)譯文題目名稱：零售企業(yè)的營(yíng)銷策略院系名稱：經(jīng)濟(jì)管理學(xué)院市場(chǎng)營(yíng)銷班 級(jí)：學(xué) 號(hào)：學(xué)生姓名： 指導(dǎo)教師：零售企業(yè)的營(yíng)銷策略 philip kotlor今天的零售商為了招徠和挽留顧客，急欲尋找新的營(yíng)銷策略。過去，他們挽留顧客的方法是銷售特別的或獨(dú)特的花色品種，提供比競(jìng)爭(zhēng)對(duì)手更多更好的服務(wù) 提供商店信用卡是顧客能賒購(gòu)商品?？墒牵F(xiàn)在這一切都已變得面目全非了?，F(xiàn)在，諸如卡爾文·克連，依佐和李維等全國(guó)性品牌，不僅在大多數(shù)百貨公司及其專營(yíng)店可以看到，并且也可以在大型綜合商場(chǎng)和折扣商店可以買到。全國(guó)性品牌的生產(chǎn)商為全力擴(kuò)大銷售量，它們將貼有品牌的商品到處銷售。結(jié)果是零售商店的面貌越來越相似。

2、在服務(wù)項(xiàng)目上的分工差異在逐漸縮小。許多百貨公司削減了服務(wù)項(xiàng)目，而許多折扣商店卻增加了服務(wù)項(xiàng)目。顧客變成了精明的采購(gòu)員，對(duì)價(jià)格更加敏感。他們看不出有什么道理要為相同的品牌付出更多的錢，特別是當(dāng)服務(wù)的差別不大或微不足道時(shí)。由于銀行信用卡越來越被所有的商家接受，他們覺得不必從每個(gè)商店賒購(gòu)商品。百貨商店面對(duì)著日益增加的價(jià)格的折扣店和專業(yè)商店的競(jìng)爭(zhēng)，準(zhǔn)備東山再起。歷史上居于市中心的許多商店在郊區(qū)購(gòu)物中心開設(shè)分店，那里有寬敞的停車場(chǎng)，購(gòu)買者來自人口增長(zhǎng)較快并且有較高收入的地區(qū)。其他一些則對(duì)其商店形式進(jìn)行改變，有些則試用郵購(gòu)盒電話訂貨的方法。超級(jí)市場(chǎng)面對(duì)的是超級(jí)商店的競(jìng)爭(zhēng)，它們開始擴(kuò)大店面，經(jīng)營(yíng)大量的品種繁

3、多的商品和提高設(shè)備等級(jí)，超級(jí)市場(chǎng)還增加了它們的促銷預(yù)算，大量轉(zhuǎn)向私人品牌，從而增加盈利?，F(xiàn)在，我們討論零售商在目標(biāo)市場(chǎng)、產(chǎn)品品種和采辦、服務(wù)以及商店氣氛、定價(jià)、促銷和銷售地點(diǎn)等方面的營(yíng)銷策略。一、目標(biāo)市場(chǎng)零售商最重要的決策時(shí)確定目標(biāo)市場(chǎng)。當(dāng)確定目標(biāo)市場(chǎng)并且勾勒出輪廓時(shí)，零售商才能對(duì)產(chǎn)品分配、商店裝飾、廣告詞和廣告媒體、價(jià)格水平等作出一致的決定。如沃爾瑪?shù)哪繕?biāo)市場(chǎng)相當(dāng)明確：1962年山姆·沃頓及其兄弟在阿肯色州開辦了第一家沃爾瑪折扣店。這是一家龐大的的倉(cāng)庫(kù)是商店，旨在以最低的價(jià)格向小城鎮(zhèn)的美國(guó)人銷售各種商品，從服飾到零件以及小型用具等。今天的沃爾瑪在美國(guó)有2363家折扣店，包括454個(gè)

4、超級(jí)中心、444家山姆俱樂部和4家折扣中心。它每年的銷售額達(dá)1170億美元，成為世界頭號(hào)零售商。它擴(kuò)展沃爾瑪附近的超級(jí)市場(chǎng)藥店業(yè)務(wù)。沃爾瑪?shù)拿卦E是：以小城鎮(zhèn)的美國(guó)人為目標(biāo)，傾聽顧客意見，待員工如伙伴，嚴(yán)格控制各項(xiàng)費(fèi)用。寫著“滿意的保證”、“我們售價(jià)更低”的標(biāo)語懸掛在每個(gè)商店大門的醒目處，用“向消費(fèi)者致敬的”方式迎接顧客。沃爾瑪常常成為零售業(yè)的先鋒。它使用“天天低價(jià)”定價(jià)法和電子數(shù)據(jù)交換，加快了倉(cāng)庫(kù)補(bǔ)貨速度，現(xiàn)被其他零售商作為定點(diǎn)超越的目標(biāo)，它作為美國(guó)大商品企業(yè)第一個(gè)進(jìn)入全球零售行業(yè)。它已經(jīng)在海外開設(shè)了600多家商店阿根廷、巴西、中國(guó)、韓國(guó)和墨西哥，并且還在增加。二、產(chǎn)品品種和采購(gòu)零售商所經(jīng)營(yíng)的

5、產(chǎn)品品種必須與目標(biāo)市場(chǎng)可能購(gòu)買的商品相一致。零售商必須決定產(chǎn)品品種組合的寬度和深度。例如，在餐飲業(yè)，一家餐館可以提供窄而淺的品種（小型午餐），窄而深的品種（各種熟食），寬而淺的品種（自助餐），或者寬而深的品種（大飯店）。一旦零售商對(duì)產(chǎn)品品種戰(zhàn)略決策以后，它必須決定它的采辦資源、政策和具體做法。在一家超級(jí)市場(chǎng)連鎖店的公司總部，專業(yè)采購(gòu)人員（有時(shí)叫做商品經(jīng)理）具有開發(fā)品種搭配和聽取銷售人員介紹新品牌的責(zé)任。在一些連鎖商店，他們的權(quán)利僅限于甄別一些顯然要拒絕或接受的新品目上，否則他們就只能將新產(chǎn)品品目交給連鎖店所屬的采購(gòu)委員會(huì)審批。三、服務(wù)與購(gòu)物環(huán)境零售商還必須向顧客所提供商務(wù)服務(wù)組合：售前服務(wù)包括

6、：接受電話和郵購(gòu)訂貨，廣告，櫥窗和店內(nèi)陳列，試衣間，營(yíng)業(yè)時(shí)間，時(shí)裝表演，舊貨折價(jià)收進(jìn)。售后服務(wù)包括：送貨上門，禮品包扎，商品調(diào)整，退貨，換貨，定制，安裝。 輔助服務(wù)包括：提供一般信息，兌換支票，免費(fèi)停車，餐廳，修理，內(nèi)部裝飾，賒賬信用交易，休息室，照看嬰兒服務(wù)。氣氛是產(chǎn)品庫(kù)里的另一個(gè)要素。每個(gè)商品都有一個(gè)實(shí)體的布局，從而使人們?cè)诘陜?nèi)容易或不容易走動(dòng)。每個(gè)商店都有一個(gè)門面。商店必須精心構(gòu)思，使其具有一種適合目標(biāo)市場(chǎng)的氣氛，使顧客樂于購(gòu)買。如殯儀館應(yīng)該是靜謐、陰郁、平和的，而夜總會(huì)則應(yīng)該是輝煌、喧嘩和激動(dòng)人心的。四、價(jià)格策略價(jià)格是一個(gè)關(guān)鍵的定位因素，它必須根據(jù)目標(biāo)市場(chǎng)、產(chǎn)品服務(wù)分配組合和競(jìng)爭(zhēng)的有關(guān)

7、情況來加以確定。所有的零售商都希望以高價(jià)銷售并能擴(kuò)大銷售量，但是往往難以兩全其美。零售商大部分可分為高成本和低銷售（如高級(jí)品商店）或低成本和高銷量（如大型綜合商場(chǎng)和折扣商店）兩大類。在這兩類中還可以進(jìn)一步細(xì)分。例如，設(shè)在好萊塢貝弗利山的羅迪歐大道上的bijan 公司所售的服裝的定價(jià)從1000美元開始，鞋子的最低價(jià)是400美元。另一個(gè)極端的例子是紐約的超級(jí)折扣商店，價(jià)格比一般的折扣商店還要低得多。零售商還必須重視定價(jià)戰(zhàn)術(shù)。大部分零售商對(duì)某些產(chǎn)品標(biāo)價(jià)比較低，以此作為招徠商品，有時(shí)候還要舉行全部商品大減價(jià)的活動(dòng)。它們對(duì)周轉(zhuǎn)較慢的商品采取低標(biāo)價(jià)的方法。越來越多的零售商在放棄“促銷定價(jià)”而偏向“天天低價(jià)

8、”。天天低價(jià)降低了廣告費(fèi)用，定價(jià)趨于穩(wěn)定，使商品公平和可信賴的形象加強(qiáng)，因而獲得更多的零售利潤(rùn)。通用汽車公司的土星事業(yè)部，發(fā)出低價(jià)目表并拒絕與經(jīng)銷商討價(jià)還價(jià)。五、促銷策略零售商廣泛使用促銷工作來產(chǎn)生交易和購(gòu)買。它們發(fā)布廣告，進(jìn)行特價(jià)銷售，發(fā)放省錢的贈(zèng)券，最近增加了對(duì)經(jīng)常購(gòu)買者的優(yōu)惠活動(dòng)，對(duì)店內(nèi)食品樣品品嘗，以及愛貨架上或結(jié)賬處擺放贈(zèng)券等。每個(gè)零售商利用促銷工具以支持并加強(qiáng)其形象定位。高級(jí)商店會(huì)在時(shí)尚和哈珀等流行時(shí)裝雜志上刊登廣告。高級(jí)商店對(duì)培訓(xùn)銷售人員總是非常認(rèn)真，教他們?nèi)绾谓哟櫩停斫馄湟蟛⒔獬湟蓱]，處理其意見。低價(jià)零售商安排它們的商品促銷可以討價(jià)還價(jià)和節(jié)約省錢，同時(shí)又保留了服務(wù)和銷售

9、幫助。六、選址決策零售商總是強(qiáng)調(diào)說零售成功的三個(gè)關(guān)鍵因素是渠道，渠道，還是渠道。顧客總是選擇一家理他們最近的銀行和加油站。百貨商店連鎖組織、石油公司和快餐特許經(jīng)營(yíng)店在選擇位置時(shí)特別謹(jǐn)慎。這個(gè)問題可以分解為在一國(guó)的哪些地區(qū)開店，然后是哪些城市，最后是哪些具體的場(chǎng)所。零售商可在中心商業(yè)區(qū)、地區(qū)購(gòu)物中心、社區(qū)購(gòu)物中心、購(gòu)物區(qū)或在大商店內(nèi)選擇開設(shè)商店的地點(diǎn)。1. 中心商業(yè)區(qū)。中心商業(yè)區(qū)往往是城市中最古老、交通最擁擠的地區(qū)，常常成為“商業(yè)區(qū)”。商店和辦公室租金一般較高。2. 地區(qū)購(gòu)貨中心。在5英里 20英里的半徑內(nèi)設(shè)40家200家商店。通常，一個(gè)購(gòu)貨中心突出一個(gè)或兩個(gè)諸如j.c.彭尼或l&t的全

10、國(guó)性大商店，大量的是小商店，許多是特許經(jīng)營(yíng)店。這些商場(chǎng)有吸引力是因?yàn)橛袑挸ǖ耐＼噲?chǎng)，購(gòu)物一次完成，有餐館和娛樂設(shè)施。成功的商場(chǎng)租費(fèi)高昂，但能獲得商場(chǎng)利潤(rùn)的分配份額。3. 社區(qū)購(gòu)物中心。是較小的商場(chǎng)，通常一家大商店夾在20家40家小商店之中。4. 購(gòu)物區(qū)。為附近居民日常雜貨、五金、洗衣、修鞋和干洗服務(wù)的一群商店，其間有一大建筑物，其服務(wù)對(duì)象開車5分鐘10分鐘就能到達(dá)。5. 店中店?，F(xiàn)在日益增加的現(xiàn)象時(shí)在大商店內(nèi)設(shè)立一些著名的零售商（麥當(dāng)勞、星巴克、內(nèi)森、鄧金·唐納斯），它們?cè)诖蟮陜?nèi)租借地方設(shè)立新的較小的單位或經(jīng)營(yíng)，這些場(chǎng)所，這些場(chǎng)所也包括飛機(jī)場(chǎng)、學(xué)校、沃爾瑪或百貨公司。由于客流量大和租

11、金高這兩者之間存在矛盾，零售商必須為自己的商店選擇有利的地點(diǎn)。他們可使用各種不同的方法對(duì)設(shè)店地點(diǎn)進(jìn)行評(píng)估，如統(tǒng)計(jì)交通流量，調(diào)查顧客的購(gòu)物習(xí)慣，分析有競(jìng)爭(zhēng)能力的地點(diǎn)等。零售商可以通過檢查是個(gè)指標(biāo)來評(píng)估某個(gè)商店的銷售效益：（1）平均每天經(jīng)過的人數(shù)；（2）來店光顧的人數(shù)比例；（3）光顧的人中購(gòu)物顧客的比例；（4）每次購(gòu)買的平均金額。文章摘自philipkotler: marketing management.prentice-hall international（524-530）marketng decisions of retailer retailers today are anxious to

12、 find new marketing strategies to attract and hold customers. in the past they held customers by offering convenient location, special or unique assortments of goods, greater or better services than competitors, and store credit cards. all of this has changed. today, national brands such as calvin k

13、lein, izod, and levi are found in most department store, in their drive for volume , national-brand manufacturers have place their branded goods everywhere. the result is that retail-store assortments have grown alike.service differentiation also has eroded. many department stores have trimmed servi

14、ces, and many discounters have increased services. customers have become smarter shoppers. they do not want to pay more for identical brands, especially when service differences have diminished. nor do they need credit form a particular store, because bank credit cards have become almost universal.i

15、n the face of increased competition for discount houses and specialty stores, department stores are waging a comeback war. once located in the center of cities, many opened branches in suburban shopping centers, where parking is plentiful and family incomes are higher. others run more frequent sales

16、, remodel their stores, and experiment with mail-order and telemarketing. facing competition form superstores, supermarkets have opened larger stores, carrying a larger number and variety of items, and upgraded their facilities. supermarkets have also increased their promotional budgets and move hea

17、vily into private brands to increase profit margins.we will examine retailers marketing decisions in the areas of target market, product assortment and procurement, services and store atmosphere, price, promotion, and price.target marketa retailers most important decision concerns the target market.

18、 until the target market is defined and profiled, the retailer cannot make decisions on product assortment, store décor, advertising messages and media, price, and service levels.some retailers have defined their target markets quite well:wal-mart. the late sam walton and his brother opened the

19、 first wal-mart discount store in rogers, arkansas, in 1962. it was a big, flat, warehouse-type store selling everything from apparel to automotive supplies to small appliances at the lowest possible prices to small-town america. more recently, wal-mart has been building stores in larger cities. tod

20、ay, wal-mart operates 2363 discount stores in the united states, including 454 supercenters, 444 sams clubs, and 41 distribution centers. its annual sales exceed $117 billion, marketing it the worlds largest retailer. it is expending into the wal-mart neighborhood market supermarket-pharmacy busines

21、s. wal-marts secret: target small town america, listen to the customers treat the employees as partners, purchase carefully, and keep a tight rein on expenses. signs reading “satisfaction guaranteed” and “we sell for less” hang prominently at the store entrance, and customers are often welcomed by a

22、 “people greeter”. wal-mart is frequently cited as a retailing pioneer. its use of everyday low pricing and edi for speedy stock replenishment has been benchmarked by other retailers, and it was the first u.s. megamerchant to take the plunge into global retailing. it already has over 600 stores over

23、 seasin argentina, brazil, china, south korea, and mexicoand is adding more.product assortment and procurement the retailers product assortment must match the target markets shopping expectations. the retailer has to decide on product-assortment breadth & depth. thus a restaurant can offer a nar

24、row and shallow assortment (small lunch counters), a narrow and deep assortment (delicatessen), a broad and shallow assortment (cafeteria), or a broad and deep assortment (large restaurant). after deciding on the product-assortment strategy, the retailer must decide on procurement sources, policies,

25、 & practices. in the corporate headquarters of a supermarket chain, specialist buyers are responsible for developing brand assortments and listening to presentations by salespersons. in some chains, buyers have the authority to accept or reject new items. in other chains, they are limited to scr

26、eening “obvious rejects” and “obvious accepts”; they bring other items to the buying committee for approval.services and store atmosphere retailers must also decide on the services mix to offer customers: pre-purchase services include accepting telephone and mail orders, advertising, window and inte

27、rior display, fitting rooms, shopping hours, fashion shows, trade ins. post-purchase services include shipping and delivery, gift-wrapping, adjustments and returns, alterations and tailoring, installations, engraving. ancillary services include general information, check cashing, parking, restaurant

28、s, repairs, interior decorating, credit, rest rooms, and baby-attendant service. the services mix is a key tool for differentiating one store from another, so is atmosphere. atmosphere is another element in the store arsenal. every store has a physical lay out that makes it hard or easy to move arou

29、nd. every store has a look. the store must embody a planned atmosphere that suits the target market and draws consumers towards purchase. a funeral parlor should be quiet, somber, and peaceful. a dance club should be bright, loud, and vibrating.price decision prices are a key positioning factor and

30、must be decided in relation to the target market, the product-and-service assortment mix, and competition. all retailers would like to achieve high volumes and high gross margins. they would like high turns x earns, but the two usually do not go together. most retailers fall into the high-mark up, l

31、ower volume group (fine specialty stores) or the low-mark up, higher volume group (mass-merchandisers and discount stores). within each of these groups are further gradations. thus bijans on rodeo drive in beverly hills prices suits starting at $1000 and shoes at $400. at the other extreme, odd lot

32、trading in new york city is a super-discounter that sells odd lots and closeouts at prices below those of normal discounters.retailers must also pay attention to pricing tactics. most retailers will put low prices on some items to serve as traffic builders or loss dealers. they will run storewide sa

33、les. they will plan markdowns on slower-moving merchandise. some retailers have abandoned “sales pricing” in favor of everyday low pricing (edlp). edlp could lead to lower advertising costs, greater pricing stability, a stronger store image of fairness and liability, and higher retail profits. gener

34、al motors saturn division states a low list price for its dealers dont bargain. promotion decision retailers use a wide range of promotion tools to generate traffic and purchases. they place ads, run special sales, issue money saving coupons, and run frequent shopper-reward programs, in-store food s

35、ampling, and coupons on shelves or at checkout points. each retailer must use promotion tools that support and reinforce its image positioning. fine stores will place tasteful full-page ads in magazines such as vogue and harpers. they will carefully train salespeople to greet customers, interpret th

36、eir need, and handle complains. off-price retailers will arrange their merchandise to promote the idea of bargains and large savings, while conserving on service and sales assistance. place decision retailers are accustomed to saying that the three keys to success are “l(fā)ocation, location, and locati

37、on”. customers generally choose the nearest bank and gas station. department-store chains, oil companies, and fast food franchisers exercise great case in selecting locations. the problem breaks down into selecting regions of the country in which to open outlets, then particular cities, and then par

38、ticular sites. retailers can locate their stores in the central business district, a regional shopping center, a community shopping center, a shopping strip, or within a large store. central business districts: this is the oldest and most heavily trafficked city area, often known as “downtown.” stor

39、e and office rents are normally high. regional shopping centers: these are large suburban malls containing 40-200 stores. they usually draw customers from 5- to 20-mile radius. typically, malls feature one or two national known anchor stores, such as jcpenney or lord & taylor, and a great number

40、 of smaller stores, many under franchise operation. malls are attractive because of generous parking, one-stop shopping, restaurants, & recreational facilities. successful malls change high rents and get a share of stores sale.community shopping centers: these are smaller malls with one anchor s

41、tore and between 20-40 smaller stores. strip malls. these contain a cluster of stores, usually housed in one long building, serving a neighborhoods needs for groceries, hardware, laundry, shore repair, and dry cleaning. they usually serve people within a five- to ten-minute driving rang. a location

42、within a larger store: certain well known retailers mcdonald's, starbucks, nathans, dunkin donuts- locate new, small units as concession space within larger stores or operations, such as airports, schools, wal-marts, or department stores.in view of the relationship between high profits and high

43、rents, retailers must decide on the most advantageous locations for their outlets. they can use a variety of methods to assess location, including traffic counts, surveys of consumer shopping habits, analyses of competitive locations. retailers can assess a particulars stores sales effectiveness by

44、looking at 4 indicators: (1) number of people passing by on an average day; (2) percentage who entered the store; (3) percentage of those entering who buy; (4) average amount spent per sale.-下面是贈(zèng)送的excel操作練習(xí) 不需要的下載后可以編輯刪除（excel 2003部分）1. 公式和函數(shù)1. （1）打開當(dāng)前試題目錄下文件excel-10.xls；（2）利用函數(shù)計(jì)算每個(gè)人各階段總成績(jī)，并利用函數(shù)計(jì)算各階

45、段的平均成績(jī)；（3）“平均成績(jī)”行數(shù)字格式都為帶一位小數(shù)（例如0.0）格式；（4）同名存盤。步驟：a) 文件在各階段總成績(jī)單元格內(nèi)，點(diǎn)插入，點(diǎn)函數(shù)，在對(duì)話框中選擇求和函數(shù)“sum”，在對(duì)話中number1內(nèi)點(diǎn)右側(cè)的按鈕，將出現(xiàn)另外一個(gè)對(duì)話框，在文件中選擇需要求和的單元格，然后點(diǎn)該對(duì)話框的右側(cè)按鈕，點(diǎn)確定（完成一個(gè)總成績(jī)求和后，利用填充柄完成其他的總成績(jī)求和，或者重復(fù)上面的順序）在平均成績(jī)單元格內(nèi)，點(diǎn)插入，點(diǎn)函數(shù)，選擇算術(shù)平均值函數(shù)average，出現(xiàn)對(duì)話框后，采用求和時(shí)的相同方法，完成操作選中平均成績(jī)行，點(diǎn)右鍵點(diǎn)設(shè)置單元格，點(diǎn)數(shù)字，在分類項(xiàng)下點(diǎn)數(shù)值，設(shè)小數(shù)位為1，b) 確定保存2. （1）打開

46、當(dāng)前試題目錄下文件excel-13.xls；（2）根據(jù)工作表中給定數(shù)據(jù)，按“合計(jì)=交通費(fèi)+住宿費(fèi)+補(bǔ)助”公式計(jì)算“合計(jì)”數(shù)，并計(jì)算交通費(fèi)、住宿費(fèi)和補(bǔ)助的合計(jì)數(shù)；（3）所有數(shù)字以單元格格式中貨幣類的“￥”貨幣符號(hào)、小數(shù)點(diǎn)后2位數(shù)表現(xiàn)（如：￥2,115.00格式）；（4）同名存盤。打開當(dāng)前試題目錄下文件excel-13.xls在合計(jì)下的一個(gè)單元格內(nèi)輸入“=交通費(fèi)（在該行的單元格，假如說是e3）+住宿費(fèi)（同上）+補(bǔ)助（同上）”，回車（其他的合計(jì)可以采用填充柄完成，或者重復(fù)上面的順序）利用求和函數(shù)，參考1中的方法完成交通費(fèi)、住宿費(fèi)和補(bǔ)助的合計(jì)選擇文件中的所有數(shù)字單元格，點(diǎn)右鍵，點(diǎn)設(shè)置單元格格式，點(diǎn)數(shù)字

47、，點(diǎn)貨幣，選擇貨幣符號(hào)為“￥”，設(shè)置小數(shù)點(diǎn)后為2位，確定保存文件本題完成3. （1）打開當(dāng)前試題目錄下文件excel-2.xls；（2）根據(jù)工作表中數(shù)據(jù)，計(jì)算“總成績(jī)”列的數(shù)據(jù)?？偝煽?jī)=一階段成績(jī)×0.3+二階段成績(jī)×0.3+三階段成績(jī)×0.4；（3）“總成績(jī)”列數(shù)據(jù)格式為小數(shù)點(diǎn)后2位小數(shù)（例：6.20）；（4）同名存盤。打開當(dāng)前試題目錄下文件excel-2.xls在總成績(jī)下的一個(gè)單元格內(nèi)輸入“=一階段成績(jī)（在該行的單元格，假如說是e3）*0.3+住宿費(fèi)（同上）*0.3+補(bǔ)助（同上）*0.4”，回車（其他的合計(jì)可以采用填充柄完成，或者重復(fù)上面的順序）選中總成績(jī)列的

48、數(shù)據(jù)單元格，點(diǎn)右鍵，點(diǎn)設(shè)置單元格格式，點(diǎn)數(shù)字，點(diǎn)數(shù)值，設(shè)置小數(shù)點(diǎn)后為2位，確定保存文件本題完成4. （1）打開當(dāng)前試題目錄下文件excel-3.xls；（2）計(jì)算“審定費(fèi)”和“稅后款”，“審定費(fèi)=全書字?jǐn)?shù)÷1000×3，稅后款=審定費(fèi)-審定費(fèi)×5%”；（3）利用菜單將“審定費(fèi)”和“稅后款”列格式設(shè)置為貨幣類的“￥”貨幣符號(hào)、小數(shù)點(diǎn)1位（例￥1,280.0）；（4）同名存盤。打開當(dāng)前試題目錄下文件excel-3.xls在審定費(fèi)下的一個(gè)單元格內(nèi)輸入“=全書字?jǐn)?shù)（在該行的單元格，假如說是e3）/1000*3”，回車（其他的審定費(fèi)可以采用填充柄完成，或者重復(fù)上面的順序）在

49、稅后款下的一個(gè)單元格內(nèi)輸入“=審定費(fèi)（在該行的單元格，假如說是f3）-審定費(fèi)*5%”，回車（其他的稅后款可以采用填充柄完成，或者重復(fù)上面的順序）選中審定費(fèi)及稅后款列的數(shù)據(jù)單元格，點(diǎn)右鍵，點(diǎn)設(shè)置單元格格式，點(diǎn)貨幣，選擇貨幣符號(hào)“￥”，設(shè)置小數(shù)點(diǎn)后為1位，確定保存文件本題完成5. （1）打開當(dāng)前試題目錄下文件excel-8.xls；（2）利用函數(shù)計(jì)算“總成績(jī)”，利用公式“平均成績(jī)=總成績(jī)÷3”來計(jì)算“平均成績(jī)”；（3）同名存盤。打開當(dāng)前試題目錄下文件excel-8.xls在總成績(jī)下的一個(gè)單元格，點(diǎn)插入，點(diǎn)函數(shù)，在對(duì)話框中選求和函數(shù)“sum”，在對(duì)話中number1內(nèi)點(diǎn)右側(cè)的按鈕，將出現(xiàn)另

50、外一個(gè)對(duì)話框，在文件中選擇需要求和的單元格，然后點(diǎn)該對(duì)話框的右側(cè)按鈕，點(diǎn)確定（完成一個(gè)總成績(jī)求和后，利用填充柄完成其他的總成績(jī)求和，或者重復(fù)上面的順序在平均成績(jī)下的一個(gè)單元格內(nèi)，輸入“=平均成績(jī)（在該行的單元格，假如說是b3）/3”，回車（其他平均成績(jī)可以采用填充柄完成，或者重復(fù)上面的順序）保存文件本題完成6. （1）打開當(dāng)前試題目錄下文件excel-1.xls；（2）利用公式計(jì)算每個(gè)項(xiàng)目的“合計(jì)”；（3）“合計(jì)”列數(shù)據(jù)的格式和其它數(shù)據(jù)的格式相同；（4）同名存盤。打開當(dāng)前試題目錄下文件excel-1.xls在合計(jì)下的一個(gè)單元格，點(diǎn)插入，點(diǎn)函數(shù)，在對(duì)話框中選求和函數(shù)“sum”，在對(duì)話中numbe

51、r1內(nèi)點(diǎn)右側(cè)的按鈕，將出現(xiàn)另外一個(gè)對(duì)話框，在文件中選擇需要求和的單元格，然后點(diǎn)該對(duì)話框的右側(cè)按鈕，點(diǎn)確定（完成一個(gè)總成績(jī)求和后，利用填充柄完成其他的總成績(jī)求和，或者重復(fù)上面的順序利用格式刷將合計(jì)的列的數(shù)據(jù)格式刷成與其他數(shù)據(jù)格式相同的格式（使用格式刷的方法是，先選中合計(jì)列外的其他任意一個(gè)單元格，點(diǎn)格式刷，然后再點(diǎn)需要刷成該樣格式的單元格即可）保存文件本題完成7. （1）打開當(dāng)前試題目錄下文件excel-6.xls；（2）計(jì)算出“凈資產(chǎn)收益率”，凈資產(chǎn)收益率=凈利潤(rùn)÷凈資產(chǎn)總額；（3）“凈資產(chǎn)收益率”行以保留三位小數(shù)的百分?jǐn)?shù)形式表現(xiàn)（如：32.310%）；（4）同名存盤。打開當(dāng)前試題目錄

52、下文件excel-6.xls在凈資產(chǎn)收益率下的一個(gè)單元格，輸入“=凈利潤(rùn)（在該行的單元格，假如說是b3）/凈資產(chǎn)總額”，回車（完成一個(gè)單元格后，可以利用填充柄完成其他的單元格的操作，或者重復(fù)上面的順序）選中凈資產(chǎn)收益率列下的數(shù)據(jù)單元格，點(diǎn)右鍵，點(diǎn)設(shè)置單元格格式，點(diǎn)數(shù)字，單百分比，將小數(shù)位數(shù)設(shè)為3位，確定保存文件本題完成8. （1）打開當(dāng)前試題目錄下文件excel-7.xls；（2）分別利用函數(shù)計(jì)算出“總成績(jī)”、“平均成績(jī)”；（3）平均成績(jī)?cè)O(shè)置帶兩位小數(shù)格式（例如：78.00）；（4）同名存盤。打開當(dāng)前試題目錄下的excel-7.xls文件在總成績(jī)對(duì)應(yīng)的單元格內(nèi)，點(diǎn)插入，點(diǎn)函數(shù)，在對(duì)話框中選擇求

53、和函數(shù)“sum”，在對(duì)話中number1內(nèi)點(diǎn)右側(cè)的按鈕，將出現(xiàn)另外一個(gè)對(duì)話框，在文件中選擇需要求和的單元格，然后點(diǎn)該對(duì)話框的右側(cè)按鈕，點(diǎn)確定（如果有多個(gè)總成績(jī)項(xiàng)，完成一個(gè)總成績(jī)求和后，利用填充柄完成其他的總成績(jī)求和，或者重復(fù)上面的順序）在平均成績(jī)對(duì)應(yīng)的單元格內(nèi)，點(diǎn)插入，點(diǎn)函數(shù)，選擇算術(shù)平均值函數(shù)average，出現(xiàn)對(duì)話框后，采用求和時(shí)的相同方法，完成操作選中平均成績(jī)對(duì)應(yīng)的單元格，點(diǎn)右鍵，點(diǎn)設(shè)置單元格，點(diǎn)數(shù)字，點(diǎn)數(shù)值，設(shè)小數(shù)位為2，確定保存文件本題完成9. （1）打開當(dāng)前試題目錄下文件excel-16.xls；（2）計(jì)算出“全套優(yōu)惠價(jià)”，公式為：全套優(yōu)惠價(jià)裸機(jī)價(jià)+入網(wǎng)費(fèi)-送話費(fèi)；（3）所有數(shù)字都

54、以單元格格式中貨幣類的“￥”貨幣符號(hào)、小數(shù)點(diǎn)后1位小數(shù)表現(xiàn)（如：￥1,450.00）；（4）同名存盤。打開當(dāng)前試題目錄下文件excel-16.xls在全套優(yōu)惠價(jià)對(duì)應(yīng)的單元格，輸入“=全套優(yōu)惠價(jià)裸機(jī)價(jià)（在該行的單元格，假如說是b3）+入網(wǎng)費(fèi)（同上）-送話費(fèi)”，回車（如果有多個(gè)全套優(yōu)惠價(jià)項(xiàng)，可以利用填充柄完成，也可以重復(fù)上面的順序）選中所有的數(shù)字單元格，點(diǎn)右鍵，點(diǎn)設(shè)置單元格格式，點(diǎn)數(shù)字，點(diǎn)貨幣，選擇貨幣符號(hào)為“￥”，設(shè)小數(shù)位為2位，確定保存文件本題完成10. （1）打開當(dāng)前試題目錄下文件excel-71.xls；（2）利用函數(shù)計(jì)算獎(jiǎng)金項(xiàng)的值，公式是“滿工作量為40，滿工作量的獎(jiǎng)金為800元，工作量

55、不足的獎(jiǎng)金為600元”；（3）利用公式計(jì)算實(shí)發(fā)工資項(xiàng)的值，公式是“實(shí)發(fā)工資為基本工資加獎(jiǎng)金，再減去住房基金和保險(xiǎn)費(fèi)”；（4）同名存盤。打開當(dāng)前試題目錄下文件excel-71.xls選中獎(jiǎng)金項(xiàng)下的一個(gè)單元格，點(diǎn)插入，點(diǎn)函數(shù)，點(diǎn)if函數(shù)，在對(duì)話框中，第一個(gè)條件格式內(nèi)輸入“該行工作量項(xiàng)下的單元格（比如是e3）>=40（即e3>=40）”，在true內(nèi)輸入800，在false內(nèi)輸入600，確定（其余行可以采用填充柄完成，或重復(fù)上述的順序）選擇實(shí)發(fā)工資項(xiàng)下的一個(gè)單元格，輸入“=基本工資（在該行的單元格名）+獎(jiǎng)金（同上）-住房基金（同上）-保險(xiǎn)費(fèi)（同上）”，確認(rèn)（回車）（其余單元格采用填充柄完

56、成，或重復(fù)上述順序）保存文件本題完成11. if函數(shù)的應(yīng)用：根據(jù)教師工作表教師職稱確定其職務(wù)津貼練習(xí)excel2003p140：excel2003電子表格的編輯操作2. 排序3. （1）打開當(dāng)前試題目錄下文件excel-24.xls；（2）在b4單元格內(nèi)鍵入數(shù)字“45637”；（3）表格所有數(shù)字格式為帶1位小數(shù)格式（如：23456.0）；（4）將sheet1的所有內(nèi)容復(fù)制到工作表sheet2的相應(yīng)單元格內(nèi)，并以“電器”為關(guān)鍵字，對(duì)四個(gè)季度所有數(shù)據(jù)遞減排序；（5）同名存盤。打開當(dāng)前試題目錄下文件excel-24.xls點(diǎn)b4單元格，輸入“45637”選中表格內(nèi)的所有數(shù)字格式，點(diǎn)右鍵，點(diǎn)設(shè)置單元格

57、格式，點(diǎn)數(shù)字，設(shè)小數(shù)位為1，確定全選sheet1（即當(dāng)前的文件），點(diǎn)復(fù)制，點(diǎn)開sheet2，點(diǎn)當(dāng)前頁面的左上角的單元格，點(diǎn)粘貼點(diǎn)“電器”單元格，點(diǎn)表格，點(diǎn)排序，主要關(guān)鍵字下選擇電器，點(diǎn)降序，確定保存文件本題完成4. （1）打開當(dāng)前試題目錄下文件excel-29.xls；（2）根據(jù)工作表中數(shù)據(jù)，在b4單元格內(nèi)鍵入數(shù)據(jù)“2580”；（3）表格數(shù)字?jǐn)?shù)據(jù)設(shè)置為“0,000.0”的格式；（4）以“1997年”為關(guān)鍵字，對(duì)不同規(guī)格所有相應(yīng)數(shù)據(jù)進(jìn)行遞減排序；（5）同名存盤。打開當(dāng)前試題目錄下文件excel-29.xls點(diǎn)b4單元格，輸入“2580”選中表格內(nèi)的所有數(shù)字格式，點(diǎn)右鍵，點(diǎn)設(shè)置單元格格式，點(diǎn)數(shù)值，

58、設(shè)小數(shù)位為1，點(diǎn)使用千分分隔符為有效，確定點(diǎn)“1997年”單元格，點(diǎn)表格，點(diǎn)排序，主要關(guān)鍵字下選擇1997，點(diǎn)降序，確定保存文件本題完成5. （1）打開當(dāng)前試題目錄下文件excel-33.xls；（2）根據(jù)工作表中數(shù)據(jù)，在e4單元格內(nèi)鍵入數(shù)據(jù)“商務(wù)出版社”；（3）將sheet1所有內(nèi)容復(fù)制到工作表sheet2的相應(yīng)位置，并以“單價(jià)”為關(guān)鍵字，遞減排序；（4）同名存盤。打開當(dāng)前試題目錄下文件excel-33.xls點(diǎn)e4單元格，輸入“商務(wù)出版社”全選sheet1（即當(dāng)前的文件），點(diǎn)復(fù)制，點(diǎn)開sheet2，點(diǎn)當(dāng)前頁面的左上角的單元格，點(diǎn)粘貼點(diǎn)“單價(jià)”單元格，點(diǎn)表格，點(diǎn)排序，主要關(guān)鍵字下選擇單價(jià)，點(diǎn)降序，確定保存文件本題完成6. （1）打開當(dāng)前試題目錄下文件excel-23.xls；（2）根據(jù)工作表中數(shù)據(jù)，在a4單元格內(nèi)鍵入數(shù)據(jù)“李四”；（3）“總