市场营销基本知识

1、内容为网络收集 仅供参考更多企业学院： 中小企业管理全能版183套讲座+89700份资料总经理、高层管理49套讲座+16388份资料中层管理学院46套讲座+6020份资料国学智慧、易经46套讲座人力资源学院56套讲座+27123份资料各阶段员工培训学院77套讲座+ 324份资料员工管理企业学院67套讲座+ 8720份资料工厂生产管理学院52套讲座+ 13920份资料财务管理学院53套讲座+ 17945份资料销售经理学院56套讲座+ 14350份资料销售人员培训学院72套讲座+ 4879份资料更多企业学院： 中小企业管理全能版183套讲座+89700份资料总经理、高层管理49套讲座+16388份

2、资料中层管理学院46套讲座+6020份资料国学智慧、易经46套讲座人力资源学院56套讲座+27123份资料各阶段员工培训学院77套讲座+ 324份资料员工管理企业学院67套讲座+ 8720份资料工厂生产管理学院52套讲座+ 13920份资料财务管理学院53套讲座+ 17945份资料销售经理学院56套讲座+ 14350份资料销售人员培训学院72套讲座+ 4879份资料1. please draw the pyramid of maslows hierarchy of needs and try to illustrate.a person tries to satisfy the most im

3、portant need first. when that need is satisfied, it will stop being a motivator and the person will then try to satisfy the next most important need.physiological needs, they consist of need for oxygen, food, water, and a relatively constant temperature.safety needs, when all physiological needs are

4、 satisfied, the need for security can become active. adult have little awareness of their security needs except in times of emergency or periods of widespread rioting(暴动). children often display the signs of insecurity and the need to be safe.social needs, when the needs for safety and for physiolog

5、ical are satisfied, the need for love, affection, and belongingness can emerge. people seek to overcome feelings of loneliness and alienation(疏离). this involves both giving and receiving love, affection and the sense of belonging.esteem needs, when above three needs are satisfied; the needs for este

6、em can become dominant. these involve needs for both self-esteem and for the esteem a person gets from others.self-actualization needs, when all of the foregoing(上面提到的) needs are satisfied, then the need for self-actualization activated. self-actualization as a persons need to be and do that the per

7、son was “born to do”. these needs make themselves felt in signs of restless, because they dont know what restlessness（坐立不安） is about.2. what is the pest analysis?a pest analysis of the companys microenvironments factors will be made in this section. pest analysis involves identifying the political,

8、economical, social and technological influences on an organization.ppolitical environmenteeconomical environmentssocio cultural environmentttechnological environment3. use an example to explain three levels of benefits in terms of product analysis.a parker fountain pen, the product analysis would be

9、:core benefit, writing implement for communicationreal product, a physical fountain penenhanced product, brand identity, guarantee period, repair and maintenance service4. whats plc? (产品生产周期)a products lifecycle can be divided into four stages.introduction stage is a period of slow sales growth as t

10、he product being introduce in the market; this is the most expensive stage.growth stage is a period of rapid market acceptance and increasing profiles. the product is establishing itself in the market and sales are increasing over time.maturity stage is a period of slowdown in sales growth, because

11、the product has achieved acceptance by most potential buyers.decline stage is a period when sales fall off and profit drop.周期表表示的是随着时间的增长，销量产生的变化。5. whats the marketing implication of the boston box? (7 points)the boston box classifies products according to their market share and potential for marke

12、t growth. it is often used by management to help decide on the appropriate product range.stars are high-growth, high share business or products. they often need heavy investment to finance their rapid growth.cash cows are low-growth, high-share business units in high-growth markets. it will probably

13、 require intensive(猛烈的) advertising.dogs are low-growth, low-share business and products which are probably making a loss and should be dropped from the product range.6. could you list 5 different ways of entering a new foreign market? (5 points)exporting is a simplest of entering a foreign market t

14、hat involves the least troubleagency is a company that employ another person or company to sell for him the products or service.licensing, in international marketing, a company and a foreign company can arrive at an agreement that the foreign company may use the manufacturing process, patents and so

15、 on, but it has to pay some fee or royalty(专利税)contract manufacturing, under this agreement, a company can either provide a manufacturing part or have the manufacturing assemble(聚集) them, or ask the manufacturing to take care of the whole process of the production.foreign direct investment, more and

16、 more countries using this method to expand their overseas presence.in conclusion, we can find that with participation widening, more risks will come. and the less input, the more safety, it is to say that exporting has the highest safety, the lowest input(投入). fdi has the lowest safety, the highest

17、 input.7. could you offer some examples of niche marketing and individual marketing in international market?(4 points)niche marketing refers to marketing in a smaller segment.for example, the postnatal care center provides pregnant woman with all the service after baby was born. and there is profess

18、ional nurse take care of babies, and mother can learn a lot in the center about taking care of babies. another example is about an it company, which invent the security digital memory card, and this card can extend electronic products storage capacity, fasten transmission speed, also it is easy to b

19、e taken away and safe to keep ones privacy.individual marketing is the ultimate level of segmentation; sometimes its called one-to one marketing.such as cloth making, sometimes consumer can go directly to the tailors and choose the style, color and cloth you favor, then the tailor will make the suit

20、 as you direct, so levis does. and another example as benz and rolls-royce, they will accord the rich need for luxury, style, safety and habits, then making various cars for them.8. what are the marketing implications of the complex buying behavior? (4 points)consumers undertake complex buying behav

21、ior when they are highly involved in a purchase and perceive significant difference among brands. consumer may be highly involved when the product is expensive, risky, purchased infrequently, and highly self-expressive. typically, the consumer has to learn about the product category. for example, a

22、personal computer buyer may not know what attribute to consider.marketers need to help buyers learn about product-class attributes and their relative importance, and about what the companys brand offers on the important attributes. marketers need to differentiate their brands feature. then they must

23、 motivate store salespeople and the buyers acquaintances to influence the final brand choice.9. what is word-of- mouth, and what are two chief advantages of it?people often ask others-friend, relative, acquaintance(熟人), professionals-for recommendations concerning a product or service, it is called

24、mouth-to-mouth.these sources have two chief advantages:first, they are convincing. word of mouth is the only promotion method that is of consumers, by consumers, and for consumers.second, the costs are low. keeping in touch with satisfied customers and turning them into word-of-mouth advocates(主张) c

25、osts the business relatively little.10. what are factors influencing consumer behavior?cultural factors exert(发挥) the broadest and deepest influence on consumer behavior.culture is the most basic cause of a persons wants and behavior.subculture includes nationalities, religions, racial groups, and g

26、eographic religions,social class is member share similar values, interests, and behaviors.social: reference groups, family, roles and statuspersonal: age and lifecycle stage, occupation, economic circumstances, lifestyle, personality and self-concept.psychological(心理的上）：motivation, perception, learn

27、ing, beliefs and attitudes.11. please write the steps in personal selling process? (4 points)prospecting and qualifyingthe salesperson identifies qualified potential customers.1) preapproach（事前准备）the salesperson should learn as much as possible about a prospective(预期的) customer before making a sales

28、 call.2) approachthe salesperson meet and greets the buyer to get the relationship off to a good start.3) presentation and demonstrationthe salesperson tells the product “story” to the buyer, showing how the product will make or save money for the buyer.4) handling objectionsthe salesperson seeks ou

29、t, clarifies(阐明) and overcomes customer objection to buying.5) closingthe salesperson asks the customer for an order.6) follow upthe salesperson follows up after the sales to ensure customer satisfaction and repeat business.12. what are advantages of export? (7 points)1) increasing the company turno

30、ver.2) attracting higher caliber(才干) staff of a professional managerial status.3) exporting company becomes more competitive,4) the product and service offered become more competitive.5) exporting company can enjoy the economy of scale.6) the companys risks and businesses can spread throughout more

31、markets.7) exporting company becomes more integrated(综合的，完整的).8) exporting is very flexible that the firm can withdraw when its less favorable.13. what are three stages of target marketing? please give an example for each stage. (5 points)1) market segmentation. for example, wal-mart, the world no.1

32、 retailer, has different types of sales outlet: supermarket, neighborhood market and sams club in different areas. they set up different forms of sales outlet in different areas.2) market targeting. for example, the “cofco” firms covering estate(房地产), food, drink and so on.3) market positioning. for

33、 example, ibm gets a high positioning; it gives consumers an impression of high technology, pursuit of perfect, very serious work attitude and reliability.14. whats the marketing mix? (6 points)marketing mix refers to the way in which the four parts of a companys marketing policy are combined to achieve its goals.product: deciding on the type and design of the product, the range of the products, the packaging of the product.price: finding out how much the customer will pay for the product and the method of payment, such as cash, cre