上海对外经贸大学课程资料市场营销英考试重点总结.docx
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上海对外经贸大学课程资料市场营销英考试重点总结.docx
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上海对外经贸大学课程资料市场营销英考试重点总结
名词解释
1.Customerlifetimevalue
Thevalueoftheentirestreamofpurchasesthatthecustomerwouldmakeoveralifetimeofpatronage
2.Businessportfolio
Thecollectionofbusinessesandproductsthatmakeupthecompany
3.Marketsegmentation
Dividingamarketintosmallergroupswithdistinctneeds,characteristics,orbehaviorswhomightrequireseparateproductsormarketingmixes.
4.Markettargeting
Theprocessofevaluatingeachmarketsegment'sattractivenessandselectingoneormoresegmentstoenter
5.Productline
Agroupofproductsthatarecloselyrelatedbecausetheyfunctioninasimilarmanner,aresoldtothesamecustomergroups,aremarketedthroughthesametypesofoutlets,orfallwithingivenpriceranges.
6.Productmix(orproductportfolio)
Thesetofallproductlinesanditemsthataparticularselleroffersforsale
7.Verticalmarketingsystem(VMS)
Adistributionchannelstructureinwhichproducers,wholesalers,andretailersactasaunifiedsystem.Onechannelmemberownstheothers,hascontractswiththem,orhassomuchpowerthattheyallcooperate.
8.Horizontalmarketingsystems(HMS)
Achannelarrangementinwhichtwoormorecompaniesatoneleveljointogethertofollowanewmarketingopportunity
9.Integrateddirectmarketing
Direct-marketingcampaignsthatusemultiplevehiclesandmultiplestagestoimproveresponseratesandprofits
10.Integratedmarketingcommunications(IMC)
Carefullyintegratingandcoordinatingthecompany'smanycommunicationschannelstodeliveraclear,consistent,andcompellingmessageabouttheorganizationanditsproducts.
Chapter1
MarketingManagementOrientations
1.Productionconcept
Marketsituation:
S< Theideathatconsumerswillfavorproductsthatareavailableandhighlyaffordableandthattheorganizationshouldthereforefocusonimprovingproductionanddistributionefficiency 2.Productconcept Marketsituation: S Theideathatconsumerswillfavorproductsthatofferthemostquality,performance,andfeaturesandthattheorganizationshouldthereforedevoteitsenergytomakingcontinuousproductimprovements. 3.Sellingconcept Marketsituation: S>D Theideathatconsumerswillnotbuyenoughofthefirm'sproductsunlessitundertakesa large-scalesellingandpromotioneffort 4.Marketingconcept Marketsituation: S>>D Themarketingmanagementphilosophythatachievingorganizationalgoalsdependsonknowingtheneedsandwantsoftargetmarketsanddeliveringthedesiredsatisfactionsbetterthancompetitorsdo. 5.Societalmarketingconcept Marketsituation: S>>D Aprincipleofenlightenedmarketingthatholdsthatacompanyshouldmakegoodmarketingdecisionsbyconsideringconsumers'wants,thecompany'srequirements,consumers'long-runinterests,andsociety'slong-runinterests. Customerrelationshipgroups Short-termCustomers Long-termCustomers High Profitability Butterflies Goodfitbetweencompany’sofferingsandcustomer’sneeds;highprofitpotential TrueFriends Goodfitbetweencompany’sofferingsandcustomer’sneeds;highestprofitpotential Low Profitability Strangers Littlefitbetweencompany’sofferingsandcustomer’sneeds;lowestprofitpotential Barnacles Littlefitbetweencompany’sofferingsandcustomer’sneeds;lowprofitpotential Projectedloyalty Potential Profitability Chapter2 TheBostonConsultingGroupApproach TheGrowth-shareMatrix RelativeMarketShare High Low High Star QuestionMark(QM) Low CashCow() Dog Market Growth Rate SBUStrategies Nexttaskistodeterminewhatobjective,strategy,andbudgettoassigntoeachSBU. 4strategiescanbepursued: build,e.g.QM hold,e.g.CC harvest, divest,e.g.QM,CC TheSBULifeCycle SuccessfulSBUshavealifecycle. TheystartasQM,becomeS,thenCC,andfinallyD. Therefore,companiesshouldexamine notonlytheirbusinesses'currentpositionsinthegrowth-sharematrix butalsotheirmovingpositions Product-marketexpansiongrid Product Existing New Existing I Marketpenetration II Productdevelopment New III Marketdevelopment IV Diversification Market Chapter3 Microenvironment 1.Thecompany MKTmanagersmustworkcloselywithothercompanydepartments. Underthemarketingconcept,allofthesefunctionsmust"thinkconsumer." Theyshouldworkinharmonytoprovidesuperiorcustomervalueandsatisfaction 2.Suppliers Suppliersformanimportantlinkinthecompany'soverallcustomervaluedeliverysystem. Supplierproblemscanseriouslyaffectmarketing. MKTmanagersmustwatchsupplyavailabilityandmonitorthepricetrendsoftheirkeyinputs 3.Marketingintermediaries Firmsthathelpthecompanytopromote,sell,anddistributeitsgoodstofinalbuyers;theyincluderesellers,physicaldistributionfirms,marketingserviceagencies,andfinancialintermediaries. Theyincluderesellers,physicaldistributionfirms,marketingservicesagencies,andfinancialintermediaries. 4.Customermarkets(5types) Consumermarkets Consistofindividualsandhouseholdsthatbuygoodsandservicesforpersonalconsumption Businessmarkets Resellermarkets Governmentmarkets Internationalmarkets 5.Competitors Marketersmustdomorethansimplyadapttotheneedsoftargetconsumers. Theyalsomustgainstrategicadvantagebypositioningtheirofferingsstronglyagainstcompetitors'offeringsinthemindsofconsumers. 6.Publics Anygroupthathasanactualorpotentialinterestinorimpactonanorganization'sabilitytoachieveitsobjectives Financialpublics Mediapublics Governmentpublics Citizen-actionpublics Localpublics Generalpublic Internalpublics Macroenvironment 1.Demographicenvironment Populationsize Populationgrowthrate AgestructureofthePOP GenderstructureofthePOP UrbanizationofChina 2.Economicenvironment Income GDP GDPpercapita Disposableincome p.c. Averagewage Saving Marginalpropensitytosave Depositp.c. Spending Marginalpropensitytoconsume Engelcoefficient 3.Naturalenvironment Shortagesofrawmaterials Increasedpollution Increasedgovernmentintervention 4.Technologicalenvironment Itchangesrapidly Newtechnologiescreatenewmarketsandnewopportunity,e.g.theInternetofthings 5.Politicalenvironment Increasinglegislation Sociallyresponsiblebehavior 6.Culturalenvironment PersistenceofCulturalValues ShiftsinSecondaryCulturalValues Chapter5 ModelofConsumerBehavior MKT&otherstimuli MKT Other Product Economic Price Tech Place Political Promotion Cultural Buyer’sblackbox Buyercharacteristics Buyerdecisionprocess Buyerresponse Productchoice Brandchoice Dealerchoice Purchasetiming Purchaseamount → CharacteristicsAffectingConsumerBehavior 1.Culturefactors Culture Subculture SocialClass 2.Socialfactors Groups —Opinionleader —Personwithinareferencegroupwhoexertssocialinfluenceonothers Family Socialrolesandstatus 3.Personalfactors Ageandlifecycle Occupation Economicsituation Lifestyle Personalityandself-concept 4.Psychologicalfactors Motivation Perception Learning Beliefsandattitudes TypesofBuyingDecisionBehavior Involvement H L H ComplexBB Variety-seekingBB L Dissonance-reducingBB HabitualBB Brand Difference Chapter6 EvaluatingMarketSegments Inevaluatingdifferentmarketsegments,afirmmustlookatthreefactors: -segmentsizeandgrowth -segmentstructuralattractiveness -AccordingtoMichaelPorter,thereare5forcesinfluencingcompetitioninanindustry: Threatofnewentrants Threatofsubstituteproducts Bargainingpowerofsuppliers Bargainingpowerofbuyers Rivalryamongcompetitors -companyobjectivesandresources SelectingTargetMarketSegments UndifferentiatedMarketing Amarket-coveragestrategyinwhicha firmdecidestoignoremarketsegmentdifferencesandgoafterthewholemarketwithoneoffer. Nomarketsegmentation Oneproductforallmarket DifferentiatedMarketing Amarket-coveragestrategyinwhichafirmdecidestotargetseveralmarketsegmentsanddesignsseparateoffersforeach Oneproductforonesegment ConcentratedMarketing Amarket-coveragestrategyinwhichafirmgoesafteralargeshareofoneorafewsegmentsorniches Onlyoneproductforonlyonesegment Micromarketing Thepracticeoftailoringproductsandmarketingprogramstotheneedsandwantsofspecificindividualsandlocalcustomergroups—includeslocalmarketingandindividualmarketing Possiblevaluepropositions MoreforMore(MM) MorefortheSame(MS) MoreforLess(ML) TheSameforLess(SL) LessforMuchLess(LML) Price M S L More MM MS ML TheSame SL Less LML Benefits Chapter7 LevelsofProductandServices Corebenefit/product Itaddressesthequestionwhatisthebuyerreallybuying? Actualproduct Features,design,qualitylevel,brandname,andpackaging Augmentedproduct Additionalconsumerservicesandbenefits,suchasafter-saleS.,warranty,installation,deliveryandcredit ProductMixDecisions Width: thenumberofP
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