清华大学 英文版市场营销第十一章作业参考

第1章营销 管理有价值的顾客关系1. “顾客价值和满意”是了解市场和消费者需求的五大核心概念之一 其他四项核心概念是什么 这五个概念中有没有一个概念比其他概念更重要 说出支持你答案的理由。

答 1 其他四个核心概念是 ①需要、欲望和需求 ②营销供给物 产品、服务和体验③交换和关系 ④市场。

它们与“顾客价值和满意”共同构成了了解市场和消费者需求的五大核心概念 其具体定义如下需要 need 是指人们感到缺乏的一种状态 包括 对食物、衣服、保暖和安全的基本物质需要 对归属感和情感的社会需要 对知识和自我实现的个人需要 等等。

这些需要不是营销员创造的 而是人类所固有的。

欲望 want 是由需要派生出来的一种形式 它受社会文化和人们个性的限制。

当考虑到支付能力的时候 欲望就转换为需求demand 。

营销供给物 marketing offer 是提供给某个市场未满足某种需要和欲望的产品、服务、信息和体验的组合。

交换 exchange 是指从他人那里取得想要的物品 同时以某种物品作为回报的行为。

市场 market 指某种产品的实际购买者和潜在购买者的集合。

这些购买者都具有某种欲望或需要 并且能够通过交换得到满足。

( 2 这五个概念 并没有哪个明显的比另外的概念更重要 但如果非要选择一个最为重要的概念出来 那么可以认为“市场”这一概念是重中之重。

因为市场是所有营销任务的最基本的关注点和目标。

而营销的核心就是基于这样的一个理念 存在一个市场 它是某种产品的实际购买者和潜在购买者的集合 这些购买者都具有某种欲望或需要 并且能够通过交换得到满足。

2. 比较下列两种营销管理理念 “推销观念”和“营销观念”。

你能举出一个仍然把“推销观念”作为营销管理理念的市场或市场类型吗答 1 推销观念 selling concept 的基本假设是 如果组织不进行大规模的促销和推销 顾客就不会购买足够多的产品。

营销观念 marketing concept 认为 实现组织目标的关键在于正确确定目标市场的欲望和需要 并比竞争者更有效地满足顾客的欲望和需要。

Advertising: The Selling of a Product1 A consumer walks into a store. He stands in front of hundreds of boxes of laundry detergent. He chooses one brand, pays for it, and leaves. Why does he pick that specific kind of soap? Is it truly better than the others? Probably not. These days, many products are nearly identical to each other in quality and price. If products are almost the same, what makes consumers buy one brand instead of another? Although we might not like to admit it, commercials on television and advertisements in magazines probably influence us much more than we think they do.2 Advertising informs consumers about new products available on the market. It gives us information about everything from shampoo to toothpaste to computers and cars. But there is one serious problem with this. The "information" is actually very often "misinformation." It tells us the products' benefits but hides their disadvantages. Advertising not only leads us to buy things that we don't need and can't afford, but it also confuses our sense of reality. "Zoom toothpaste prevents cavities and gives you white teeth!" the advertisement tells us. But it doesn't tell us the complete truth: that a healthy diet and a good toothbrush will have the same effect.3 Advertisers use many methods to get us to buy their products. One of their most successful methods is to make us feel dissatisfied withourselves and our imperfect lives. Advertisements show us who we are not and what we do not have. Our teeth aren't white enough. Our hair isn't shiny enough. Our clothes aren't clean enough. Advertisements make us afraid that people won't like us if we don't use the advertised products. "Why don't I have any dates?" a good-looking girl sadly asks in a commercial. "Here," replies her roommate, "try Zoom toothpaste!" Of course she tries it, and immediately the whole football team falls in love with her. "That's a stupid commercial," we might say. But we still buy Zoom toothpaste out of fear of being unpopular and having no friends.4 If fear is the negative motive for buying a product, then wanting a good self-image is the positive reason for choosing it. Each of us has a mental picture of the kind of person we would like to be. For example, a modern young woman might like to think that she looks like a beautiful movie star. A middle-aged man might want to see himself as a strong, attractive athlete. Advertisers know this. They write specific ads to make certain groups of people choose their product. Two people may choose different brands of toothpaste with the identical price, amount, and quality; each person believes that he is expressing his personality by choosing that brand.5 Advertisers get psychologists to study the way consumers think and their reasons for choosing one brand instead of another. These experts telladvertisers about the motives of fear and self-image. They also inform them about recent studies with colors and words. Psychologists have found that certain colors on the package of an attractive product will cause people to reach out and take that package instead of an identical product with different colors. Also, certain words attract our attention. For example, the words new, improved," "natural," and "giant size" are very popular and seem to pull our eyes and hands toward the package.6 Many people believe that advertising does not affect them. They know that there is freedom to choose, and they like to think they make wise choices. Unfortunately, they probably don't realize the powerful effect of advertising. They may not clearly understand that advertisers spend billions of dollars each year in aggressive competition for our money, and they are extremely successful. Do you believe that ads don't influence your choice of products? Just look at the brands in your kitchen and bathroom.。

Unit 11 ChangePart I Business VocabularyDirections: There are 20 incomplete sentences in this part. For each sentence there are four choices marked A, B, C and D. Choose the ONE that best completes the sentence. Then mark the corresponding letter on the Answer Sheet with a single line through the center. This part totals 20 points, one point for each sentence.1 We have received the documents and taken _____D______ of the above orderwhich arrived at Sydney on the . “Vanguard”.A shipmentB consignmentC lotD delivery2 ______C_______ checking the goods we found that only 450 cases of ChineseBlack Tea were shipped.A AtB ForC OnD About3 This is the third time during the year ______D_____ you have short-shippedone of our orders.A whichB whatC whenD that4 It was found ____A_____ the error was due to a slip-up in our supply department.A thatB whichC whereD when5 We greatly regret the inconvenience this has caused ______D_____ you.A forB atC onD to6 We can _____B______ you that every effort will be made to ensure thatsimilar errors do not occur again.A ensureB assureC sureD insure7 We would refer _____C______ your consignment of raincoats under theabove order, which arrived here this morning.A atB forC toD from8 Upon examination, we found the goods are correct and _____B_____ goodcondition except Carton .,A atB inC onD under9 We can only assume that an oversight has been made in making______D______ the order.A downB outC forD up10 Therefore, we would like you to send us replacements ______C_____ delay.A withB noC withoutD outside11 Please also let us know what we are to do with this carton now_______B______ our possession.A atB inC forD of12 Thank you for your letter of March 28, informing us _______C______ thewrong delivery of raincoats.A atB withC ofD on13 We must apologize for this error, which resulted _______C______ carelessnessin our packing department.A inB atC fromD for14 We are now confirming that the replacements are indeed ______C______their way to you.A atB inC onD under15 We would appreciate it if you could return the carton _____C_____ question to us.A out ofB outsideC inD for16 We would suggest that you file a claim ______D______ the insurance agent ofthe PICC at your end.A forB atC inD against17 Therefore, the damages must have occurred in transit and we should not beheld ______B_____.A lyingB liableC liedD liability18 The above order was shipped _____C______, which was evidenced by theclean on board B/L.A clearB clearlyC cleanD cleanly19 Besides, the arbitral award is final and binding ______D_______ both parties.A atB forC toD on20 If parties to a contract desire to settle disputes, an arbitration clause is usuallymade in the contract well before a dispute _______B______ .A risesB arisesC lookD appear Part II Phrase TranslationDirections: Directions: There are 20 Chinese phrases in this part. You are required to translate them into English and write down your translation on the Answer Sheet. This part totals 20 points, one point for each phrase.1 个性冲突personality clash2 年度健康检查an annual health check-up3 首席执行官Chief Executive Officer4 首席财务官Chief Financial Officer5 营销部marketing department6 不合作态度uncooperative attitude7 管理顾问management consultant8 任何其他议题any other business9 办公桌轮用hot-desking10 开放式办公室open plan office11 奖金方案bonus scheme12 总部head office13 商业杂志business magazine14 净利润net profit15 毛利润gross profit16 公司简介company profile17 家用电器white goods18 员工士气staff morale19 员工流动率staff turnover20 管理风格management stylePart III Sentence TranslationDirections: There are 10 sentences in this part. You are required to translate them into Chinese and write down your translation on the Answer Sheet. This part totals 20 points, two points for each sentence.1.We want to be a company that is constantly renewing itself, leaving the pastbehind, adapting to change.我们希望成为一家不断自我更新，超越过去，适应变化的公司。

目　录第1篇　认识营销管理第1章　定义21世纪的营销第2章　新经济中的适应营销第3章　建立顾客满意、价值和关系第2篇　分析营销机会第4章　通过市场导向的战略计划赢得市场第5章　收集信息和测量市场需求第6章　扫描营销环境第7章　分析消费者市场和购买行为第8章　分析企业市场与企业购买行为第9章　参与竞争第10章　辨认市场细分和选择目标市场第3篇　发展营销战略第11章　在产品生命周期中定位和差异化市场供应品第12章　开发新的市场供应品第13章　设计全球市场供应品第4篇　塑造市场供应品第14章　建立产品和品牌战略第15章　设计与管理服务第16章　开发定价战略与方案第5篇　管理和传送营销方案第17章　设计和管理价值网络及营销渠道第18章　管理零售、批发和市场物流第19章　管理整合营销传播第20章　管理广告、销售促进和直接营销第21章　管理销售力量第1篇　认识营销管理第1章　定义21世纪的营销一、营销辩论论点：“营销形成消费者的需要和欲望”对“营销仅仅是反映消费者的需要和欲望”。

答：需要是购买的第一个前提，描述了基本的人类要求，如食品、空气、水、服装、住所、娱乐、教育和文娱生活等；欲望是指人希望得到更深层次的需要的满足，是由需要派生出来的；需求是指针对特定产品的欲望，这种欲望必须满足两个条件：有支付能力并且愿意购买。

关于营销是创造需求还是满足需求，两种说法都有一定的合理性。

（1）营销形成消费者的需要和欲望。

这一论点着重强调了营销在刺激消费者购买方面的积极作用，营销能够影响消费者的需求和欲望，促成消费者的购买行为。

比如，创造营销就是指发现和解决顾客并没有提出要求、但他们会热情响应的问题，也就是公司比顾客走得更远一些。

例如，营销人员增强了消费者这样一个观念：一辆劳斯莱斯可以满足人们对社会地位的需要，于是有支付能力的人在这种增强了的欲望下产生购买。

从这一点出发，可以说营销活动对消费者的需求和欲望有直接的影响。

（2）营销仅仅是反映消费者的需求和欲望。

各章节参考书目第一章1．（美）菲利普·科特勒著．营销管理．梅汝和等译．北京：中国人民大学出版社，2001 2．（英）迈克尔·J．贝克著．市场营销百科．李桓译．沈阳：辽宁教育出版社，1998 3．（英）马丁·克里斯托弗等著．关系营销．李宏明等译．北京：中国经济出版社，1998 4．邝鸿．现代市场营销大全．北京：经济管理出版社，19905．郭国庆．市场营销通论．北京：中国人民大学出版社，19996．万后芬．绿色营销．北京：中国高等教育出版社，20017．黄敏学．网络营销．武汉：武汉大学出版社，2000第二章1．（美）菲利普·科特勒著．营销管理．梅汝和等译．北京：中国人民大学出版社，2001 2．（英）迈克尔·J．贝克著．市场营销百科．李桓译．沈阳：辽宁教育出版社，1998 3．（英）马丁·克里斯托弗等著．关系营销．李宏明等译．北京：中国经济出版社，1998第三章1．（美）菲利普·科特勒著．营销管理．梅汝和等译．北京：中国人民大学出版社，2001 2．（英）迈克尔·J．贝克著．市场营销百科．李桓译．沈阳：辽宁教育出版社，1998第四章1．迈克尔·J．贝克．市场营销百科．沈阳：辽宁教育出版社，19982．戈登·福克塞尔等．市场营销中的消费者心理学．北京：机械工业出版社，2001 3．江林．消费者心理与行为．北京：中国人民大学出版社，20024．郭国庆．市场营销管理——理论与模型．北京：中国人民大学出版社，1995第五章1．（美）菲利普·科特勒著．营销管理．梅汝和等译．中国人民大学出版社，20012．戈登·福克塞尔等．市场营销中的消费者心理学．北京：机械工业出版社，2001第六章1．（美）菲利普·科特勒著．营销管理．梅汝和等译．中国人民大学出版社，20012．梅汝和主编．市场调查与预测．中国财政经济出版社，19903．万后芬等．商业信息管理．中国财政经济出版社，1996第七章1．闵建蜀等．市场研究：基本方法．香港：香港中文大学出版社，19792．柯惠新等．市场调查与分析．北京：中国统计出版社，20003．柯惠新等．调查研究中的统计分析法．北京：北京广播学院出版社，19924．于秀林等．多元统计分析．北京：中国统计出版社，19995．郭志刚．社会统计分析方法——SPSS软件应用．北京：中国人民大学出版社，1999 6．郑宗成等．市场研究实务．广州：中山大学出版社，20027．张文彤．SPSS统计分析教程（高级篇）．北京：北京希望电子出版社，2002第八章1．迈克尔·波特著．竞争战略．陈小悦译．北京：华夏出版社，19972．菲利普·科特勒著．营销管理．第10版．梅汝和等译．北京：中国人民大学出版社，2001 3．万后芬主编．现代市场营销学．北京：中国财政经济出版社，19994．中国经营报5．国研网6．陈阳编著．竞争博弈．北京：中国经济出版社，2001第九章1．[美]菲利普．科特勒著，梅汝和等译：《营销管理——分析、计划、执行和控制》，上海人民出版社，19972．万后芬主编：《现代市场营销学》，中国财经出版社，20023．(美) 维瑟拉．R．拉奥，乔尔．H．斯特克尔著，张武养，张永宏等译：《战略营销分析》，（北京）中国人民大学出版社；[纽约]：[普伦蒂斯-霍尔]出版公司，20014．布鲁尔著；于华民等译：《市场营销：理论与实务》，（成都）西南财经大学出版社，2000第十章1．菲利普·科特勒著．营销管理．第10版．梅汝和等译．北京：中国人民大学出版社，2001 2．万后芬主编．现代市场营销学．北京：中国财政经济出版社，19993．中国经营报4．国研网5．舒尔兹等著．整合营销传播．吴怡国等译．内蒙古人民出版社，19986．邹珊刚等．系统科学．上海：上海人民出版社，19877．大卫·奥格威著．广告大师的人生告白——大卫·奥格威自传．麦慧芬译．海南出版社，1998 8．伊·普里戈金，伊·斯唐热著．从混沌到有序一人与自然的对话．上海：上海译文出版社，19879．Haken H．Synergetics——An Introduction，BerlinSpringer—verlag．3 rd ed．1983 10．Haken，H：Advanced Synergetics，Berlin，Spring—vedag，198311．M．Joseph Sirgy．Integrated Marketing Communications，A system approach．Schuster lnc．A Simon Company，schuster lnc．A Simon & company，1998第十一章1．（美）菲利普·科特勒著．营销管理．梅汝和等译．北京：中国人民大学出版社，2001 2．（英）迈克尔·J．贝克著．市场营销百科．李桓译．沈阳：辽宁教育出版社，19983．甘碧群．企业营销道德．武汉：武汉大学出版社，19974．唐晓芬主编．顾客满意度测评．上海：上海科学技术出版社，2001第十二章1．胡其辉等．企业定价策略．大连：东北财经大学出版社，20012．郭国庆．市场营销管理——理论与模型．北京：中国人民大学出版社，19953．彭星闾，万后芬．市场营销学．北京：中国财政经济出版社，20004．科特勒．营销管理．第10版．北京：中国人民大学出版社，20015．迈克尔·J．贝克．市场营销百科．沈阳：辽宁教育出版社，19986．王慧农．市场营销中的定价策略．武汉：武汉大学出版社，19947．雷霖等．现代企业经营决策——博弈论方法应用．北京：清华大学出版社，19998．张维迎．博弈论与信息经济学．北京：北京大学出版社，1998第十三章1．迈克尔·J．贝克．市场营销百科．沈阳：辽宁教育出版社，19982．戈登·福克塞尔等．市场营销中的消费者心理学．北京：机械工业出版社，20013．江林．消费者心理与行为．北京：中国人民大学出版社，20024．郭国庆．市场营销管理——理论与模型．北京：中国人民大学出版社，199第十四章1．菲利浦·科特勒著．营销管理——分析、计划、执行和控制．第9版．梅汝和，梅清豪，张珩译．上海：上海人民出版社，Prentice-Hall,Inc，19992．万后芬．现代市场营销．北京：中国财政经济出版社，2002第十五章1．卜妙金.分销渠道管理.北京.高等教育出版社.2001.72．雷霖等．现代企业经营决策——博弈论方法应用．北京：清华大学出版社，19993．张维迎．博弈论与信息经济学．北京：北京大学出版社，1998第十六章1．(美) 杰西卡·利普耐克，杰弗里·斯坦普斯著．何瑛译．虚拟团队管理：21世纪组织发展新趋势．北京：经济管理出版社，20022．万后芬主编．现代市场营销学．北京：中国财政经济出版社，20023．郭国庆主编．市场营销学通论．北京：中国人民大学出版社，19994．(美) 杰西卡·利普耐克，杰弗里·斯坦普斯著．何瑛译．虚拟团队管理：21世纪组织发展新趋势．北京：经济管理出版社，2002第十七章1．[美]菲利普·科特勒著．梅汝和等译．营销管理——分析、计划、执行和控制．上海：上海人民出版社，19972．万后芬主编．现代市场营销学．北京：中国财政经济出版社，20023．何畔著．战略联盟：现代企业的竞争模式．广州：广东经济出版社，20004．(美) 杰西卡·利普耐克，杰弗里·斯坦普斯著．何瑛译．虚拟团队管理：21世纪组织发展新趋势．北京：经济管理出版社，20025．史占中著．企业战略联盟．上海：上海财经大学出版社，2001。

Pricing Considerations and ApproachesChapter 11Objectives •Understand the internal factors affecting a firm’s pricing decisions.•Understand the external factors affecting pricing decisions, including the impact of consumer perceptions of price and value.•Be able to contrast the three general approaches to setting prices.•“Buyer-driven commerce”concept offers lower prices to consumers and the ability to sell excess inventory to sellers •13.5 million user customer base •Tremendous growth •Most deals relate to travel or time sensitive / perishable services•Not all ventures have been profitable •Some customers find it difficult to commit to purchase prior to learning details Case StudyPrice Has Many Names What is Price?•Rent•Fee•Rate •Commission •Assessment •Tuition•Fare•Toll•Premium •Retainer•Bribe•Salary•Wage•Interest•TaxDefinition•Price§The amount of money charged for aproduct or service, or the sum of thevalues that consumers exchange forthe benefits of having or using theproduct or service.What is Price?•Dynamic Pricing on the Web allows SELLERS to:§Charge lower prices, reap higher margins.§Monitor customer behavior and tailoroffers.§Change prices on the fly to adjust forchanges in demand or costs.§Negotiate prices in online auctions andexchanges.What is Price?•Dynamic Pricing on the Web allows BUYERS to:§Get instant price comparisons fromthousands of vendors.§Find and negotiate lower prices.§Negotiate prices in online auctionsand exchanges.What is Price?•Price and the Marketing Mix:§Only element to produce revenues §Most flexible element§Can be changed quickly•Price Competition•Common Pricing Mistakes•Cost -Based Pricing: Cost -Plus Pricing§Adding a standard markup to cost §Ignores demand and competition §Popular pricing technique because:vIt simplifies the pricing processv Price competition may be minimizedv It is perceived as more fair to both buyers and sellersGeneral Pricing ApproachesGeneral PricingApproachesCost-Based Pricing ExampleVariable costs: $20 Fixed costs: $ 500,000 Expected sales: 100,000 units Desired Sales Markup: 20%Variable Cost + Fixed Costs/Unit Sales = Unit Cost$20 + $500,000/100,000 = $25 per unitUnit Cost/(1 –Desired Return on Sales) = Markup Price$25 / (1 -.20) = $31.25General PricingApproaches•Cost-Based Pricing: Break-Even Analysis and Target Profit Pricing§Break-even charts show total cost andtotal revenues at different levels of unitvolume.§The intersection of the total revenue andtotal cost curves is the break-even point.§Companies wishing to make a profit mustexceed the break-even unit volume.•Value -Based Pricing:§Uses buyers ’perceptions of value rather than seller ’s costs to set price.§Measuring perceived value can be difficult.§Consumer attitudes toward price andquality have shifted during the last decade.v Introduction of less expensive versions ofestablished brands has become common.General Pricing Approaches•Value -Based Pricing:§Business -to -business firms seek to retainpricing powerv Value -added strategies can help§Value pricing at the retail level vEveryday low pricing (EDLP) vs. high -lowpricingGeneral PricingApproachesGeneral PricingApproaches•Competition-Based Pricing:§Also called going-rate pricing§May price at the same level, above, orbelow the competition§Bidding for jobs is another variation ofcompetition-based pricingv Sealed bid pricing。

Exercise1.Integrated marketing communications (IMC), promotional mix, Advertising，Sales Promotion, Public relations, Personal Selling2. Suppose you are the advertising manager for a new line of children’s toys. Which form of media would you use for this new product?3. You have recently been promoted to be director of advertising for the Timkin Tool Company. In your first meeting with Mr. Timkin, he says, “Advertising is a waste! We’ve been advertising for six months now and sales haven’t increased. Tell me why we should continue.” Give your answer to Mr. Timkin.4. Explain the stages in the personal selling process.5. Explain how the promotional tools used by an airline would differ if the target audience were (a) consumers who travel for pleasure, and (b) corporate travel departments that select the airlines to be used by company employees.6. Suppose you introduced a new consumer food product invested heavily both in national advertising (pull strategy) and in training and motivating your field sales force to sell the product to food stores (push strategy). What kinds of feedback would you receive from both the advertising and your salesforce? How could you increase both the quality and quantity of each?。

1.解释如下概念：成本领先战略：也叫低成本战略，是指通过有效途径，使总成本降低，以建立一种不败的竞争优势。

差异化战略：指为使企业产品、服务、企业形象等与竞争对手有明显的区别，以获得竞争优势而采取的战略。

重点集中战略：指企业或事业部将经营重点集中在市场或产品的某一部分。

大营销战略：企业为了进入特定的市场，并在那里从事业务经营，在策略上应协调地运用经济的、心理的、政治的、公共关系等手段，以博得外国或地方各方面的合作与支持，从而达到预期目的。

战略联盟：两个以上的企业为了实现优势互补、提高竞争力及扩大国际市场的共同目标而制定的双边或多边的长期或短期的合作协议。

水平战略联盟：双方可能是同一市场上的合作企业或潜在竞争者，此类联盟通常重视研究与开发，降低或共担风险，加速新技术的扩散，减少进入市场的障碍，甚至在某些情况下进入对方的市场范围，提高产品竞争力，改进质量，以便更为迅速地适应消费者需求。

垂直战略联盟：是由生产、分配过程中处于不同阶段的经营公司所建立的。

通过这种联盟进行合作能够减少或防止非对称信息的不利影响，有助于实施产业政策，能够消除供应的不确定性，减少由于产品价格的市场波动所造成的损失。

2.产业结构分析在竞争环境分析中各有何种地位？它包括哪些内容？答：“竞争”是企业成败的核心，决定了企业的创新、文化凝聚力、执行效率等与企业整体表现息息相关的各种活动，“竞争战略”则是要使企业在最基本的战场（产业）上找出最有利的竞争位置，因此，竞争战略的目的就在于：针对产业竞争的决定因素建立起能获利、持久的竞争位置。

产业内部的竞争状态取决于五种基本竞争作用力即新进入者的威胁、买方、卖方、替代品的威胁及产业竞争对手。

3.国际市场竞争的一般战略包括哪些？答：总成本领先战略、差异化战略、重点集中战略。

4.试举实例说明企业如何利用大营销竞争战略打开封闭的国际市场？答：以中国铁建股份有限公司打开非洲市场为例，中国铁路建设行业在开拓非洲市场的过程中，一方面和当地政府及官员保持了良好的关系，另一方面为当地带来了先进的建设经验，大量的雇佣了当地员工，促进了当地经济发展。

思考题1.国际产品整体概念的意义？(1)产品整体概念是以顾客需求为核心的现代市场营销观念。

树立产品整体概念，有助于企业抓住消费者的核心利益，把握自己的产品策略，从各个层面上全面满足他们的需求. (2)产品整体概念整合了产品实体性和实质性，将产品的基本利益与非物质形态的效用有机结合起来。

在产品日益丰富的国际市场上，它为企业采用标准化或差异化的产品策略提供了依据，成为企业获得竞争优势的重要来源之一。

2.如何理解国际产品的标准化和差异化？标准化的优点是能够大幅度降低成本，有助于树立全球统一的品牌和形象，但其前提是全球市场对标准化产品有足够大的需求，否则降低成本就无从谈起. 另一方面，根据当地特点对产品进行差异化调整的企业显得更符合营销观念，产品可以适应多种宏观环境和消费者行为模式，在当地市场获得成功的可能性相对大些。

3.国际产品调整策略主要有哪几种形式？(1) 强制性适应改进产品.(2) 非强制性适应改进产品4.国际产品的适应策略中，如何认识强制性适应改进产品和技术性贸易壁垒这间的关系？5.试述国际产品生命周期中各阶段的营销策略。

(1)导入阶段。

这一阶段的营销策略主要有四种，即快速撇脂策略、缓慢撇脂策略、快速渗透策略和缓慢渗透策略。

(2) 成长阶段。

这一阶段的策略重点主要在于在多方面加强产品竞争力，以应付日益激烈的市场竞争，尽可能地维持其市场的可持续成长。

市场成长期可供选择的营销策略主要有以下几种：改进产品品质，扩大规模降低价格，树立品牌形象。

（3）成熟阶段。

这一阶段又可分为三个阶段：成熟期中的成长阶段，成熟期中的稳定阶段，成熟期中的衰退阶段。

企业须根据成熟期不同阶段的特点，尽量采用恰当的措施和策略延长成熟期。

主要有：市场改良策略，产品改良策略，改变市场营销策略。

(4)衰退阶段。

产品进入衰退阶段时，其主要特征表现为产品成熟后期缓慢下降的销售量急剧下落，产品价格在激烈的竞争中己降至最低点，几乎已无利可图。

市场营销专业英语教程修订版课后答案1、If the manager had to choose between the two, he would say John was _____ choice. [单选题] *A. goodB. the bestC. betterD. the better(正确答案)2、The teacher asked him to practice playing the piano _______. [单选题] *A. often as possibleB. as often possibleC. as possible oftenD. as often as possible(正确答案)3、My father always gets up early. He’s never late _______ work. [单选题] *A. toB. for(正确答案)C. onD. at4、( )He gave us____ on how to keep fit. [单选题] *A. some advicesB. some advice(正确答案)C. an adviceD. a advice5、It’s reported that there are more than 300?_______ smokers in China. [单选题] *A. million(正确答案)B. millionsC. million ofD. millions of6、34．My mother isn't in now, but she will be back ______ ten minutes. [单选题] * A．forB．beforeC．in(正确答案)D．at7、87．—Could you? ? ? ? ? ? me the way to the nearest hospital?—Sure. [单选题] * A．askB．tell(正确答案)C．talkD．speak8、_____from far away, the 600-meter tower is stretching into the sky. [单选题] *A. SeeB. SeeingC. To seeD. Seen(正确答案)9、Grandpa pointed to the hospital and said, “That’s _______ I was born?”[单选题] *A. whenB. howC. whyD. where(正确答案)10、While I _____ the morning paper, a headline caught my eye.. [单选题] *A. have readB. was reading(正确答案)C. had readD. am reading11、Jim, we have _______ important to tell you right now . [单选题] *A. someB. something(正确答案)C. anyD. anything12、The（)majority of the members were against the idea. [单选题] *A. substantialB. enormousC. considerable(正确答案)D. overwhelming13、While studying abroad, he financially depended（）his wife. [单选题] *A. on(正确答案)B. ofC. toD. from14、95--Where and when _______ you _______ it? [单选题] *A. did; buy(正确答案)B. do; buyC. have; boughtD. will; buy15、11．No one ________ on the island(岛). [单选题] *A．liveB．lives(正确答案)C．livingD．are living16、Your father is very busy, so he ______ play football with you this afternoon.（）[单选题] *A. doesn’tB. don’tC. isn’tD. won’t(正确答案)17、The teachers don't make us wear a school uniform and we can wear _____ we like. [单选题] *A. anyB. thatC. asD. what(正确答案)18、I have worked all day. I'm so tired that I need _____ . [单选题] *A. a night restB. rest of nightC. a night's rest(正确答案)D. a rest of night19、—______? —Half a kilo.（）[单选题] *A. How much are theyB. How much is itC. How much would you like(正确答案)D. How many would you like20、58．—How much is Lucy's skirt?—She________320 yuan for it. I think it's a little dear. [单选题] *A．tookB．paid(正确答案)C．spentD．bought21、When Max rushed to the classroom, his classmates _____ exercises attentively. [单选题] *A. didB. have doneC. were doing(正确答案)D. do22、_______ hard, _______ you’ll fail in the exam. [单选题] *A. Studying; forB. Study; or(正确答案)C. To study; andD. Study; and23、They may not be very exciting, but you can expect ______ a lot from them.（）[单选题] *A. to learn(正确答案)B. learnC. learningD. learned24、90．—I want to go to different places, but I don’t know the ________. —A map is helpful,I think. [单选题] *A．price(正确答案)B．timeC．wayD．ticket25、( ) What _____ fine weather we have these days! [单选题] *A. aB. theC. /(正确答案)D. an26、Now people can _______ with their friends far away by e-mail, cellphone or letter. [单选题] *A. keep onB. keep in touch(正确答案)C. keep upD. keep off27、25．—I ______ Beijing for a holiday.—________. [单选题] *A．will go；GoodbyeB．will go；Have a good time(正确答案)C．will go to；Have a good timeD．am going to；Have a fun28、---Excuse me sir, where is Room 301?---Just a minute. I’ll have Bob ____you to your room. [单选题] *A. show(正确答案)B. showsC. to showD. showing29、The Spring Festival is on the way.Many shops have _______ huge posters with the word sales. [单选题] *A. put up(正确答案)B. put onC. put outD. put off30、The huntsman caught only a（）of the deer before it ran into the woods. [单选题] *A. gazeB. glareC. glimpse(正确答案)D. stare。

Exercise 11 Nov. Business Writing1.✓You work for RCT, a company which sells business stationery. RCT is interested in becoming an agent for Novestat, a company which manufactures paper products.✓Read Novestat’s advertisement below, on which you have made some notes.✓Then, using all your notes, write a letter to James Dowling at Novestat.✓Do not include postal addresses.✓Write 100-120 words.NOVESTATAGENTS REQUIREDFOR A NEW PAPER PRODUCTNovestat, a leading manufacturer of business stationery, is delighted to announce its exciting new range of designer paper products. This range allows customers to create their own business stationery to the highest professional standards, using their own computer printers.We are looking for companies world-wide to distribute the NOVESTA DESIGNER PAPER range. If your company has:Minimum 5 years’ relevant experience (10 years, say what RCT does)Dynamic, motivated salesforce (national sales award last year)Excellent distribution network (tell them about our retail outlets)Then please write to James Dowling Novestat, Unit 3, Basing Estate, Hampton, Middlesex, TW13 5SA, UK. (arrange a meeting with them next month)2. Read this advertisement for training coursesIn most of the lines there is one extra word which does not fit in.Advertisement: Training CoursesWe provide courses which are both theoretical and practical, staffed by professional consultants with the extensive experience in the construction industry. You will be trained not only in all the methods of managing construction companies on a daily basis but you will must also learn how government regulations are affect the industry. Courses generally last 3 days and are given in our special centre. For more larger companies, however, in-house training can be provided at convenient times.Marine Insurance: At the heart of these activities is Lloyd’s, a London corporation of insurers who issue most that kinds of policy, but are especially active in marine insurance. Lloyd’s membership comprises insurers (or underwriters as they are called themselves) and brokers. The underwriters work in no syndicates specializing in different types of risk. All insurance business had must be placed through Lloyd’s brokers.3. Fill in the blanks.Dear MikeI have pleasure in confirming our ability to meet your requirements for the Silicon Graphics workstation. In view of your special needs, I suggest that you place your_______for the agreed equipment as soon as possible. The_______time for hardware for example is 6 weeks from receipt of order to______. Thus, an order placed with us tomorrow will______delivery to your site by the week commencing Monday, 15th November.All orders must be accompanied by a _________of 20% of the total amount shown on the attached________. The ______ amount should be paid no later than one week following delivery. Please note that________charges have not been included, and a separate invoice covering these charges will be__________at the time of delivery.As I_______you on the phone, this particular hardware runs the ______version of EUCID-IS,2.2b. However, it is not expected that this software will be______in this country until next month.We have every_______in the suitability of our hardware for such software. Moreover, you can be assured of our__________to solve any minor difficulties through our experienced customer service team.As I informed you, the equipment carries a one-year________. During this period, we undertake to send one of our staff to carry out repairs on site within a period of 12 hours. For your future______, however, we also operate an insurance scheme, covering the equipment against breakdowns for a small additional cost.Yours sincerely,Vincent LawSuggested answers 11 Nov1. Dear Mr Dowling,With reference to your advertisement in ChinaDaily of 5 May 2010, I am writing to inform you that I am interested in becoming an agent for your company.Our company RCT has specialized in selling business stationery for 10 years and has accumulated rich experience in this field. Last year, we achieved a national sales award, a result of excellent performance of our highly motivated and dynamic salesforce. So far, we have established great distribution network which over 1000 retail outlets worldwide. All the retailers enjoy good track records.We believe that your new paper product will be suitable and profitable in the market place and we feel confident that there will be bright prospect in the future. Therefore, I hope to arrange a meeting with you next month to discuss more detail about our company if you are available.We await your response with keen interest.Yours sincerely,XXX2. Advertisement: Training CoursesWe provide courses which are both theoretical and practical, staffed by professional consultants with the extensive experience in the construction industry. You will be trained not only in all the methods of managing construction companies on a daily basis but you will must also learn how government regulations are affect the industry. Courses generally last 3 days and are given in our special centre. For more larger companies, however, in-house training can be provided at convenient times.Marine Insurance: At the heart of these activities is Lloyd’s, a London corporation of insurers who issue most that kinds of policy, but are especially active in marine insurance. Lloyd’s membership comprises insurers (or underwriters as they are called themselves) and brokers. The underwriters work in no syndicates specializing in different types of risk. All insurance business had must be placed through Lloyd’s brokers.3. order, delivery, installation, ensure, percentage, invoice, outstanding, transportation, issued, confirmed, latest, available, confidence, facility, guarantee, concern。