市场营销基本知识

1、.PAGE ：.；Please draw the pyramid of Maslows hierarchy of needs and try to illustrate.A person tries to satisfy the most important 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 con

2、sist of need for oxygen, food, water, and a relatively constant temperature.Safety needs, when all physiological needs are 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). Childr

3、en often display the signs of insecurity and the need to be safe.Social needs, when the needs for safety and for physiological 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 r

4、eceiving love, affection and the sense of belonging.Esteem needs, when above three needs are satisfied; the needs for esteem 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

5、 satisfied, then the need for self-actualization activated. Self-actualization as a persons need to be and do that the person 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.What is the PEST analysis? A PEST analysis of th

6、e companys microenvironments factors will be made in this section. PEST analysis involves identifying the political, economical, social and technological influences on an organization.Ppolitical environmentEeconomical environmentSsocio cultural environmentTtechnological environmentUse an example to

7、explain three levels of benefits in terms of product analysis.A Parker fountain pen, the product analysis would be:Core Benefit, Writing implement for communicationReal Product, A physical fountain penEnhanced Product, Brand identity, guarantee period, repair and maintenance serviceWhats PLC? (产品消费周

8、期)A products lifecycle can be divided into four stages.Introduction stage is a period of slow sales growth as the 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

9、 the market and sales are increasing over time.Maturity stage is a period of slowdown in sales growth, because 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。Whats the Marketing implication of the Bost

10、on Box? (7 points)The Boston box classifies products according to their market share and potential for market 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 the

11、ir rapid growth.Cash cows are low-growth, high-share business units in high-growth markets. It will probably 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.Could you list 5 differen

12、t ways of entering a new foreign market? (5 points)Exporting is a simplest of entering a foreign market that 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 comp

13、any can arrive at an agreement that the foreign company may use the manufacturing process, patents and so 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

14、the manufacturing to take care of the whole process of the production.Foreign Direct Investment, more and 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 t

15、o say that exporting has the highest safety, the lowest input(投入). FDI has the lowest safety, the highest input.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 postn

16、atal care center provides pregnant woman with all the service after baby was born. And there is professional 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 thi

17、s card can extend electronic products storage capacity, fasten transmission speed, also it is easy to be 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 dire

18、ctly to the tailors and choose the style, color and cloth you favor, then the tailor will make the suit 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.What are the marke

19、ting implications of the complex buying behavior? (4 points)Consumers undertake complex buying behavior 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 high

20、ly self-expressive. Typically, the consumer has to learn about the product category. For example, a 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 offe

21、rs on the important attributes. Marketers need to differentiate their brands feature. Then they must motivate store salespeople and the buyers acquaintances to influence the final brand choice.What is word-of- mouth, and what are two chief advantages of it?People often ask others-friend, relative, a

22、cquaintance(熟人), professionals-for recommendations concerning a product or service, it is called 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 l

23、ow. Keeping in touch with satisfied customers and turning them into word-of-mouth advocates(主张) costs the business relatively little.What are factors influencing consumer behavior?Cultural factors exert(发扬) the broadest and deepest influence on consumer behavior.Culture is the most basic cause of a

24、persons wants and behavior.Subculture includes nationalities, religions, racial groups, and geographic religions,Social class is member share similar values, interests, and behaviors.Social: reference groups, family, roles and statusPersonal: age and lifecycle stage, occupation, economic circumstanc

25、es, lifestyle, personality and self-concept.psychological(心思的上：motivation, perception, learning, beliefs and attitudes.Please write the steps in personal selling process? (4 points)Prospecting and qualifyingthe salesperson identifies qualified potential customers.Preapproach事前预备the salesperson shoul

26、d learn as much as possible about a prospective(预期的) customer before making a sales call.Approachthe salesperson meet and greets the buyer to get the relationship off to a good start.Presentation and demonstrationthe salesperson tells the product “story to the buyer, showing how the product will mak

27、e or save money for the buyer.Handling objectionsthe salesperson seeks out, clarifies(阐明) and overcomes customer objection to buying.Closingthe salesperson asks the customer for an order.Follow upthe salesperson follows up after the sales to ensure customer satisfaction and repeat business.What are

28、advantages of export? (7 points)Increasing the company turnover.Attracting higher caliber(才干) staff of a professional managerial status.Exporting company becomes more competitive,The product and service offered become more competitive.Exporting company can enjoy the economy of scale.The companys ris

29、ks and businesses can spread throughout more markets.Exporting company becomes more integrated(综合的，完好的).Exporting is very flexible that the firm can withdraw when its less favorable.What are three stages of target marketing? Please give an example for each stage. (5 points)Market segmentation. For e

30、xample, Wal-Mart, the world No.1 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.Market targeting. For example, the “COFCO firms covering estate(房地产), food, drink and so o

31、n.Market positioning. For example, IBM gets a high positioning; it gives consumers an impression of high technology, pursuit of perfect, very serious work attitude and reliability.Whats the Marketing mix? (6 points)Marketing mix refers to the way in which the four parts of a companys marketing polic

32、y 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, credit.Place: deciding where the product will be sol