市场营销简单题

1、 市场营销简单题1. The requirements for effective segmentation (有效细分的条件 ) p.224Measurable (be measured.可测量性 ) : the size, purchasing power, and profiles of the segments canAccessible (可接近性 ): the market segments can be effectively reached and served.Substantial (规模大 ) : the market segments are large or prof

2、itable enough to serve.可差别性 ): the segments are conceptually distinguishable and respondDifferentiable (differently to different marketing mix elements and programs.Actionable (可操作性 ): effective programs can be designed for attracting and servingthe segments.2. Product life cycle p.296Five distinct

3、stages:1st. Product development (产品开发期 )2nd. Introduction（介绍期）3rd. Growth（成长期）4th. Maturity（成熟期）5th. Decline（衰退期）PLC Applications:Product class has the longest life cycleProduct form tends to have the standard PLC shapeBrand can change quickly because of changing competitive attacks and responsesSom

4、etimes there are“lifecycles within a product life cycleStyles (风格 ) a basic and distinctive mode of expression.”Has a cycle showing several periods of renewed interest.Fashion (时尚 ) a popular style in a given field.Grows slowly, remains popular for a while, and declines slowly.Fad (热潮 ) a fashion th

5、at enters quickly, adopted quickly, and declines fast.May be a part of an otherwise normal life cycle. 3. Marketing management philosophy p.331st.2nd.3rd.4th.5th.The production concept (The product concept (The selling concept (生产观念 )产品观念 )推销观念 )营销观念 )社会营销观念 )社会，公司，消费者The marketing concept (The soci

6、etal marketing concept (4. The stages in the buyer decisions process p.177Need recognition (确认需要 ) information search（搜索信息） evaluation ofalternatives（评估备选方案） purchase decision（购买决策） post purchasebehavior（购后行为）The buyer decision process for new products p.181Awareness（认知） interest（兴趣） evaluation（评价）

7、trial（试用） adoption（采用）5. Identify attractive market segments and choose a target marketing strategy p.217STP segmentation, target, positionSegmentation (市场细分 )segmenting consumer markets geographic segmentation ( 地理细分 ), demographicsegmentation（人口细分） , psychographic segmentationsegmentation（行为细分）（心理

8、细分） , behavioralsegmenting business marketssegmenting international marketslegal factors, cultural factors geographic location, economic factors, political andTarget（目标市场）Evaluating market segments segment size and growth, segment structuralattractiveness, company objectives and resourcesSelecting t

9、arget segments undifferentiated (mass) marketing (无差异（大众）营销 ),differentiated (segmented) marketing ( 差异化（细分市场）营销 ), concentrated (niche) marketing（集中（缝隙）营销） , micromarketing (local or individual marketing)（微观营销（当地或个人营销）Choosing a target strategy factors company resources, product variability, produc

10、tslife-cycle stage, market variability, competitorsmarketing strategiesPosition（市场定位）Position maps p.233Choosing a differentiation and position strategya) Identifying possible competitive advantages (product, service, channel, people,image)b) Choosing right competitive advantages how many difference

11、s to promote.(important, distinctive, superior, communicable, preemptive, affordable,profitable)c) Selecting an overall positioning strategy more for more (优质优价 ), more forthe same（优质同价） , the same for less （同质低价） , less for much less（低质更低价） , more for less（优质低价）6. The five major promotion tools p.4

12、26Advertising broadcast, print, Internet, outdoor特点：受众广，重复性高Sales promotion discounts, coupons, displays, demonstrations特点：效果明显Personal selling sales presentations, trade shows, incentive programs press releases, sponsorships, special events, web pages特点：互动及特点：可信时Public relations度高Direct marketing c

13、atalog, telemarketing, kiosks特点：实时，互动7. Any five of the major media types (strengths and weaknesses of each type) p.465MediaAdvantagesLimitationsTelevisionGood mass-marketing coverage; lowcost per exposure; combines sight,High absolute costs; high clutter;fleeting exposure; less audienceselectivelys

14、ound, and motion; appealing to thesensesThe InternetNewspapersHigh selectively; low cost; immediately;interactive capabilitiesRelatively low impact; the audiencecontrols exposureFlexibility; timelines; good local marketcoverage; board acceptability; highShort life; poor reproductionquality; small pa

15、ss-along audience believabilityDirect mailMagazinesHigh audience selectivity; flexibility; noad competition within the samemedium; allows personalizationHigh geographic and demographicselectivity; credibility and prestige;high-quality reproduction; long life andgood pass-along readershipRelatively h

16、igh cost per exposure,“junk mail”imageLong ad purchase lead time; highcost; no guarantee of positionRadioGood local acceptance; high geographicand demographic selectivity; low costAudio only, fleeting exposure; lowattention (“the half-heard”medium); fragmented audiencesOutdoorFlexibility; high repea

17、t exposure; lowcost; low message competition; goodpositional selectivityLittle audience selectivity; creativelimitations8. How do channel members add value to a marketing system. P.363Producers use intermediaries because they create greater efficiency goods availableto target markets.Intermediaries offers the firm more than it can achieve on its own through theintermediaries: contracts, experience, specialization, scale of operation.Channel members add value by bridging the major tim