市场营销基本知识英文版doc 9页.docx
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市场营销基本知识英文版doc 9页.docx
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市场营销基本知识英文版doc9页
市场营销基本知识(英文版)(doc9页)
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1.PleasedrawthepyramidofMaslow’shierarchyofneedsandtrytoillustrate.
Apersontriestosatisfythemostimportantneedfirst.Whenthatneedissatisfied,itwillstopbeingamotivatorandthepersonwillthentrytosatisfythenextmostimportantneed.
Physiologicalneeds,theyconsistofneedforoxygen,food,water,andarelativelyconstanttemperature.
Safetyneeds,whenallphysiologicalneedsaresatisfied,theneedforsecuritycanbecomeactive.Adulthavelittleawarenessoftheirsecurityneedsexceptintimesofemergencyorperiodsofwidespreadrioting(暴动).Childrenoftendisplaythesignsofinsecurityandtheneedtobesafe.
Socialneeds,whentheneedsforsafetyandforphysiologicalaresatisfied,theneedforlove,affection,andbelongingnesscanemerge.Peopleseektoovercomefeelingsoflonelinessandalienation(疏离).Thisinvolvesbothgivingandreceivinglove,affectionandthesenseofbelonging.
Esteemneeds,whenabovethreeneedsaresatisfied;theneedsforesteemcanbecomedominant.Theseinvolveneedsforbothself-esteemandfortheesteemapersongetsfromothers.
Self-actualizationneeds,whenalloftheforegoing(上面提到的)needsaresatisfied,thentheneedforself-actualizationactivated.Self-actualizationasaperson’sneedtobeanddothatthepersonwas“borntodo”.Theseneedsmakethemselvesfeltinsignsofrestless,becausetheydon’tknowwhatrestlessness(坐立不安)isabout.
2.WhatisthePESTanalysis?
APESTanalysisofthecompany’smicroenvironmentsfactorswillbemadeinthissection.PESTanalysisinvolvesidentifyingthepolitical,economical,socialandtechnologicalinfluencesonanorganization.
P—politicalenvironment
E—economicalenvironment
S—socioculturalenvironment
T—technologicalenvironment
3.Useanexampletoexplainthreelevelsofbenefitsintermsofproductanalysis.
AParkerfountainpen,theproductanalysiswouldbe:
CoreBenefit,Writingimplementforcommunication
RealProduct,Aphysicalfountainpen
EnhancedProduct,Brandidentity,guaranteeperiod,repairandmaintenanceservice
4.What’sPLC?
(产品生产周期)
Aproduct’slifecyclecanbedividedintofourstages.
Introductionstageisaperiodofslowsalesgrowthastheproductbeingintroduceinthemarket;thisisthemostexpensivestage.
Growthstageisaperiodofrapidmarketacceptanceandincreasingprofiles.Theproductisestablishingitselfinthemarketandsalesareincreasingovertime.
Maturitystageisaperiodofslowdowninsalesgrowth,becausetheproducthasachievedacceptancebymostpotentialbuyers.
Declinestageisaperiodwhensalesfalloffandprofitdrop.
周期表表示的是随着时间的增长,销量产生的变化。
5.What’stheMarketingimplicationoftheBostonBox?
(7points)
TheBostonboxclassifiesproductsaccordingtotheirmarketshareandpotentialformarketgrowth.Itisoftenusedbymanagementtohelpdecideontheappropriateproductrange.
Starsarehigh-growth,highsharebusinessorproducts.Theyoftenneedheavyinvestmenttofinancetheirrapidgrowth.
Cashcowsarelow-growth,high-sharebusinessunitsinhigh-growthmarkets.Itwillprobablyrequireintensive(猛烈的)advertising.
Dogsarelow-growth,low-sharebusinessandproductswhichareprobablymakingalossandshouldbedroppedfromtheproductrange.
6.Couldyoulist5differentwaysofenteringanewforeignmarket?
(5points)
Exportingisasimplestofenteringaforeignmarketthatinvolvestheleasttrouble
Agencyisacompanythatemployanotherpersonorcompanytosellforhimtheproductsorservice.
Licensing,ininternationalmarketing,acompanyandaforeigncompanycanarriveatanagreementthattheforeigncompanymayusethemanufacturingprocess,patentsandsoon,butithastopaysomefeeorroyalty(专利税)
Contractmanufacturing,underthisagreement,acompanycaneitherprovideamanufacturingpartorhavethemanufacturingassemble(聚集)them,oraskthemanufacturingtotakecareofthewholeprocessoftheproduction.
ForeignDirectInvestment,moreandmorecountriesusingthismethodtoexpandtheiroverseaspresence.
Inconclusion,wecanfindthatwithparticipationwidening,moreriskswillcome.Andthelessinput,themoresafety,itistosaythatexportinghasthehighestsafety,thelowestinput(投入).FDIhasthelowestsafety,thehighestinput.
7.Couldyouoffersomeexamplesofnichemarketingandindividualmarketingininternationalmarket?
(4points)
Nichemarketingreferstomarketinginasmallersegment.
Forexample,thepostnatalcarecenterprovidespregnantwomanwithalltheserviceafterbabywasborn.Andthereisprofessionalnursetakecareofbabies,andmothercanlearnalotinthecenterabouttakingcareofbabies.AnotherexampleisaboutanITcompany,whichinventthesecuritydigitalmemorycard,andthiscardcanextendelectronicproduct’sstoragecapacity,fastentransmissionspeed,alsoitiseasytobetakenawayandsafetokeepone’sprivacy.
Individualmarketingistheultimatelevelofsegmentation;sometimesit’scalledone-toonemarketing.
Suchasclothmaking,sometimesconsumercangodirectlytothetailor’sandchoosethestyle,colorandclothyoufavor,thenthetailorwillmakethesuitasyoudirect,soLevi’sdoes.AndanotherexampleasBenzandRolls-Royce,theywillaccordtherichneedforluxury,style,safetyandhabits,thenmakingvariouscarsforthem.
8.Whatarethemarketingimplicationsofthecomplexbuyingbehavior?
(4points)
Consumersundertakecomplexbuyingbehaviorwhentheyarehighlyinvolvedinapurchaseandperceivesignificantdifferenceamongbrands.Consumermaybehighlyinvolvedwhentheproductisexpensive,risky,purchasedinfrequently,andhighlyself-expressive.Typically,theconsumerhastolearnabouttheproductcategory.Forexample,apersonalcomputerbuyermaynotknowwhatattributetoconsider.
Marketersneedtohelpbuyerslearnaboutproduct-classattributesandtheirrelativeimportance,andaboutwhatthecompany’sbrandoffersontheimportantattributes.Marketersneedtodifferentiatetheirbrand’sfeature.Thentheymustmotivatestoresalespeopleandthebuyer’sacquaintancestoinfluencethefinalbrandchoice.
9.Whatisword-of-mouth,andwhataretwochiefadvantagesofit?
Peopleoftenaskothers-friend,relative,acquaintance(熟人),professionals-forrecommendationsconcerningaproductorservice,itiscalledmouth-to-mouth.
Thesesourceshavetwochiefadvantages:
First,theyareconvincing.Wordofmouthistheonlypromotionmethodthatisofconsumers,byconsumers,andforconsumers.
Second,thecostsarelow.Keepingintouchwithsatisfiedcustomersandturningthemintoword-of-mouthadvocates(主张)coststhebusinessrelativelylittle.
10.Whatarefactorsinfluencingconsumerbehavior?
Culturalfactorsexert(发挥)thebroadestanddeepestinfluenceonconsumerbehavior.
Cultureisthemostbasiccauseofaperson’swantsandbehavior.
Subcultureincludesnationalities,religions,racialgroups,andgeographicreligions,
Socialclassismembersharesimilarvalues,interests,andbehaviors.
Social:
referencegroups,family,rolesandstatus
Personal:
ageandlifecyclestage,occupation,economiccircumstances,lifestyle,personalityandself-concept.
psychological(心理的上):
motivation,perception,learning,beliefsandattitudes.
11.Pleasewritethestepsinpersonalsellingprocess?
(4points)
Prospectingandqualifying—thesalespersonidentifiesqualifiedpotentialcustomers.
1)Preapproach(事前准备)—thesalespersonshouldlearnasmuchaspossibleaboutaprospective(预期的)customerbeforemakingasalescall.
2)Approach—thesalespersonmeetandgreetsthebuyertogettherelationshipofftoagoodstart.
3)Presentationanddemonstration—thesalespersontellstheproduct“story”tothebuyer,showinghowtheproductwillmakeorsavemoneyforthebuyer.
4)Handlingobjections—thesalespersonseeksout,clarifies(阐明)andovercomescustomerobjectiontobuying.
5)Closing—thesalespersonasksthecustomerforanorder.
6)Followup—thesalespersonfollowsupafterthesalestoensurecustomersatisfactionandrepeatbusiness.
12.Whatareadvantagesofexport?
(7points)
1)Increasingthecompanyturnover.
2)Attractinghighercaliber(才干)staffofaprofessionalmanagerialstatus.
3)Exportingcompanybecomesmorecompetitive,
4)Theproductandserviceofferedbecomemorecompetitive.
5)Exportingcompanycanenjoytheeconomyofscale.
6)Thecompany’srisksandbusinessescanspreadthroughoutmoremarkets.
7)Exportingcompanybecomesmoreintegrated(综合的,完整的).
8)Exportingisveryflexiblethatthefirmcanwithdrawwhenit’slessfavorable.
13.Whatarethreestagesoftargetmarketing?
Pleasegiveanexampleforeachstage.(5points)
1)Marketsegmentation.Forexample,Wal-Mart,theworldNo.1retailer,hasdifferenttypesofsalesoutlet:
supermarket,neighborhoodmarketandSam’sClubindifferentareas.Theysetupdifferentformsofsalesoutletindifferentareas.
2)Markettargeting.Forexample,the“COFCO”firmscoveringestate(房地产),food,drinkandsoon.
3)Marketpositioning.F
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