HND专业市场学导论Marketing题目case要求参考

1.The concept of the marketing: Marketing which is the management process responsibleis to identify, anticipate, and satisfy customer requirements profitably. The needs and wants of a social and managerial process are individuals and group obtain through creating and exchanging products and value with them. To meet the objectives of the section involved, customers and their partners could be established, maintained and enhanced relationships, which is achieved by mutual exchange and fulfillment of promises.The behaviors of all companies should focus on consumer. All the function of the whole company should be responsible for the satisfaction degree of consumer. To achieve the goal of company, company should satisfy consumer. Excavating customers’ needs and wants is the main part of the company.2.Micro:A). Suppliers give the main source for company which have needs, that could guaranteethe main source of the goods. Marketer who is wise should treat the suppliers as his partners. For example, the Day Dream Company’s output is supplied to the ‘For Toys’ retail chain which sells the goods, For Toys must treat the Day Dream as its partner.B). Marketing intermediaries which contain retails, wholesales, and physical distributionfirms could help the company improve the sell and allocate the goods to ultimate customers. For example, the Day Dream reduced price to the retailer when the company hit the lower point, however, the retailer did not reduce price when they sold to consumer.C). Consumers are the component in a company’s microenvironment which are the mostimportant part. Marketers should know the new trends of their customers’ habits very well when they buy goods and service. For example, Day Dream company must adapt to the changing needs of existing and potential customers. The company has a better understand to their customers in order to make more reasoned and informed decisions.D). Competitors: Competent markets should take the best effort to know and satisfy thecustomers’ needs and wants more effectively and efficiently than any other competitors.The competitors are the section of the company’s microenvironment which are independent. For example, Day Dream should understand the scale and the quantity of the competitors and how much they rely on the competitive product.E). Publics indicates that some groups have a real and potential interest in or effect on anorganization’s capacity to achiev e its objective. For example, the public pays attention to Day Dream’s serves and product which have high quality toys and made from natural products. At last, the department store agreed to stock Day Dream’s products.MacroA). Political/Legal: Marketing strategies must be planned to take into account existinglegislation and the changes of future, which are not simply domestic politics, international politics and regulations. The political environment leads to the direction of marketing activities of company. The legislative environment rules for company that the behavior principle of marketing activities. For example, the domestic politics forbid company to use the woods as raw materials, Day Dream should use plastic and resin as raw materials.B). Economic: some factors of potentially major concern to marketing management are arate of inflation, interest rates, exchange rates, industrial output, level of disposable income and balance of payments. For example, Day Dream bought a soft toy manufacturer and expand the business, therefore the expenses increase, which has a biginfluence on the marketing activities of the company.C). Sociocultural environment has changes and trends, which shows the foundationalchallenges. The society shape the sociocultural. P eople’s basic bel iefs, attitudes and values are shaped by society. The sociocultural involves value, religion, custom and moral rule.For example, fertility rate of society declined, most of people are not willing to have babies.After a few years, the people who buy the toys will drop. Therefore, Day Dream company can sell the toys to the older child or sell the adult toys.D). Technological: the technological advance rapidly, which has a deep effect on themarketing, new products and new industries. For example, for Day Dream, they must pay attention to the developing technological in order to do better in marketing and meeting customers’ needs and wants.E). Natural environment provides all kinds of material source, which contains water, air,forest, soil and sunshine. For example, Day Dream used wood to make wooden building, simple wooden jigsaws and a limited selection of wooden animals at first.3.A). Identify new market and products means that company should identify the newproduct and potential product in order to have a new business opportunity. Forexample, Day Dream grasped the new market and published the new book whichrelevant the ‘Country Cousins’. This is the new product opportunities for the company and this became a highly profitable part of the portfolio of the company.B). Provide the right good in the right time at the right place: this means that companyshould understand the marketing needs to put the right products and in the right time at the right place, in order to obtain profit better.C). Understand the competitors means that company should identify and keep track ofall competitors, which could make company know the competitive market and make a suitable decision to sell the competitive products. For example, Day Dream company could make research to gain the information of the competitors, and make a gooddecision to sell the relevant goods to get more profit and attract more customers.D). Understand the consumer behaviors means that company makes research tounderstand the customers’ thought of buying advanced. The buying behaviors areconnected with marketing activities, which make company sale better. For example,Day Dream knew the customers buying behavior then they produced a series ofthirty ’Country Cousins’ story books and improve their sale s method.E). Identify the resources means that company should have abilities to identify theresources which are human resources, consumer resources, product resources andmarket resources. For example, Day Dream should identify the importance of existing and potential consumers and so on. They should take advantages of these resources and make the further research of the resource in order to improve their business.F). Minimize risk means that the company could make research to understand what thecustomers thoughts to help company decrease the cost. Meanwhile, it can decline the risks. Company provides the customers’ wants. For example, Day Dream shouldunderstand why the customers like play the video games, but they do not play the toys which were produced by company. For child, it is a good sign to play the hand-made toys, because they can help them understand the real world better rather than play thevideo games.G). Make appropriate marketing mix decision means that company should havesuitable product, price, promotion and place to improve their own business. Forexample, Day Dream established their new products and had a suitable price to have a better profit.4.The concept of qualitative research is that company researches and studies questions. company understands the phenomenon of things and gather the information which can be interpreted in a number of ways, such as views and attitudes of people.The concept of quantitative research is that it can find to establish statistical information about the subject matter. This type of research tends to acquire a huge number of valid information to be started.Example: The quantitative research: 1. Day Dream company can design questionnaires to put them into the exclusive shop. Day Dream can also provide the membership card to the customers when they buy products in order to get their phone numbers and email address, which can send questionnaires to consumer.2. Day Dream company can borrow the statistics from government, for example, they can borrow recent birth rate, the popularizing rate of toys and the level of consumer income, which can help the company do the secondary research to understand market. 3. Day Dream company can analyze the data of competitors through the internet or analyze Day Dream selling data. These would help them find the fittest product for customers and the commonest buying method of customers. The qualitative research: 1. Day Dream can use observational research. They can observe people who are playing in the amusement park and playing the toys which are putting in the toy store, then they can understand what are the child really want. This research shows that the child who uses and plays these toys finds problems so that the company know how to solve these problems. 2. The Day Dream company could use the focus group, this method is convening the 10 to 12 years old children, because the original customers are 5 to 8 years old children. Nowadays the company would like to expand the market, so they can find the 10 to 12 years old child or the older child, even they can find the adult. Let the customers attempt and experience this product whether it can puzzle, relieve stress and ease the aging and so on or not. 3. They can use the questionnaires, which have the ways of on-line and real life.5. A). The concept of market segmentation: Buyers compose markets, and there are a lot of different buyers. They may differ in their wants, resources, locations, buying attitudes and buying practices. Companies divide large, heterogeneous markets into smaller segments, which can provide more efficient products and services to match their unique needs and wants.B). The goals of market segmentation are search the target groups and target markets. They can help companies find crowds who have the same needs and the similar wants. These ways scatter the markets, which make markets smaller and make groups smaller.C). The steps of market segmentation: 1. Companies should find the markets needs and trait. 2. According the trait, companies classify the consumer, which contains Geographic segmentation, Demographic segmentation, Psychographic segmentation and Behavioral segmentation.3. According this segmentation, companies find one of them to proceed undifferentiated marketing, differentiated marketing and concentrated marketing.D). The example: According the marketing segmentation, it can help Day Dream company acquire more profit, the ways of profit acquiring:1. it can make company understand the customers’ needs and wants better, and company can choose fitter market through marketing segmentation. 2. It can help company produce new target market. Company can achieve the goal of expanding the company. 3. It can help company plan their marketing mix better, which means DD company can provide better product, sale in better price in a faster and convenient way to let consumer get the information of the products and send these products to the customers.。

1.刑法和民法的定义。

Civil Law and Criminal Law ★Criminal Law is stipulated which behaviors are commit a crime, and what punish Proper suitable for the criminals. The punishment includes imprisonment and fine and so on.Civil Law is concerned with non-criminal disputes and situations, including:The dispose of legal disputes between personal and other bodies or organizationThe payment of compensation form one party to another for loss or injuryThe setting of process to manage financial and other matters2.举出6个民事纠纷例子☆ civil dispute caseLand disputes 土地纠纷Winding up of a corporate body 公司解体纠纷Personal injury claims 人身伤害纠纷Succession disputes 遗嘱纠纷Contractual disputes 合同关系纠纷Debt recovery actions 债务清偿纠纷3.犯罪的定义。

☆ What is a crime?Crime is Social ideology identify with that is Crime is antisocial, because it is antisocial, so threatens or undermines the security of society. Criminal behavior should be punished by the State by the imposition of a prison sentence and /or fine or other sanction on the man who is convicted of guiltExamples of criminal conduct include murder, Hi jack, kidnap, fire-raising, theft and fraud4.民法和刑法的区别。

《市场营销学》试题四参考答案及评分标准一、名词解释（每小题3分，共15分）1.Market: People with both the desire and the ability to buy a specific product.（3分）2.Market segmentation: Involves aggregating prospective buyers into groups, or segments, that (1)have common needs and (2)will respond similarly to a marketing action. （3分）3.Product line: A group of products that are closely related because they satisfy a class of needs, are used together, are sold to the same customer group, are distributed through the same type of outlets, or fall within a given price range. （3分）4.Price discrimination：The practice of charging different prices to different buyers for goods of like grade and quality. （3分）5.Public relations: A form of communication management that seeks to influence the feelings, opinions, or beliefs held by consumers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services. （3分）二、简答题（每小题6分，共30分）1. The new features must according to their age, income, gender, occupation and other characteristics. Magazines would fit these features.(6分)2. Transactional function, Logistical function, Facilitating function. (6分)3.Five important costs impact a firm’s pricing decisions: total cost, fixed cost, variable cost, unit variable cost, marginal cost. (6分)4 The Product life cycle describes the stages a new product goes through in the marketplace: introduction, growth, maturity, and decline. (6分)5.Exploratory Research,Descriptive Research, Causal Research. (6分)三、论述题（每小题10分，共40分）1.Yes. A need occurs when a person feels deprived of basic necessities such as food, clothing, and shelter. Want can be created by firms.(10分)2. Advertising, personal selling. (10分)3. T he factors contributing to a product’s or service’s failure: Insignificant point ofdifference; Incomplete market and product definition before product development starts; Too little market attractiveness; Poor execution of the marketing mix: name, package, promotion, distribution; Poor product quality or sensitivity to customer needs on critical factors; Bad timing; No economical access to buyers. (10分)4. Think of a recent major purchase your family has made and analyze the roles performed by the various family members. (10分)四、案例分析（每小题15分，共15分）1.多元化与专业化的矛盾（5分）。

Q1A) Market marketing is the plan and the execution of the commodity, the service and the creativity idea, the fixed price, the promotion and retailing, create conforms to the individual and the organizational goal exchange one kind of process. that is Human activity is wants through for exchangesto directed at satisfying needs, and business activity is concerned with providing goods and services to satisfy human wants and needs at a profit.B) Market marketing concept requirements planning and strategies should be all the businesses to consumers at the center, correctly determine the needs of the target market and lust, more effectively than competitors of provision required to meet the target market.The product concept is to show the enterprise is not through the development of the corresponding product market analysis and variety, but to improve quality, reduce cost as all activity centers, and thus expand sales, profits made such a management guiding ideology. Product not only pay attention to production quantity concept, but also pay attention to product quality, but it production center, don't pay attention to the market demand, don't pay attention to product sales, is the production of the concept of the later performance. The customary channel sales, when customer think of their good quality of product will seek to come.Q2A) The Marketing Mix is an important part of corporate marketing strategy, Controlled enterprise marketing measures to form a holistic activity. The main purpose of marketing is to meet the needs of consumers. Usually divided into 4P (product, price, promotion, place)B) the explanation of the Marketing mix of product: in 1986, Landed a company of wooden toys products target customer is pre-school market, wooden building bricks and jigsaws. Its products could only be sold to small toys shops that have very big limitation. However, with booming business and brighter prospect, its range of products has quickly enlarged. But for its formerproducts, it not on- ly added with dollshouses and wooded train sets,baronudght in “ CountryCousins ”books and a new range of pre -school books. its products are characterized by various types, complete specifications and best quality. All its products enjoys high celebrity made thiscompany bigger and bigger.The explanation of the Marketing mix of price: success stems from the reasonable pricing and good price control strategy, a reasonable price is very import in the market competition. In the case, on the early 1990s, Landed company rapidly flourished, and the Cousins ”b“ooCkosuntrywere sold at a premium. But and the “ Country Cousins ” books were sold at a premium. Besides,badly demand and high profit attract more and more cooperation entering this market, competition becomes much drastic. To gain a competitive edge, the company had to reduce its high price to a competitive level.The explanation of the marketing mix of promotion: the promotion has many methods, such as advertising, sales promotion, public relations, personal selling and direct marketing. In the case, Landed Company' s advertising department must be use the best promotion policy. The Landed Company and TV channel SC4 to keep the friendly relationship. The TV proposed a national airing and national launch Introduce company products and the popularity of the series. That make rise for the company's brand image and customers' awareness, Sales Have Rapid Growth.Place - refers to provide the product at a place which is convenient for consumers to access. Place is synonymous with distribution. Can be various strategies such as intensive distribution, selective distribution, exclusive distribution. In the case, the company uses selective distribution. This involves one intermediary the retailer. This is probably most favoured by larger retailers such as supermarkets that have the power and resources to buy in larger quantities and enjoy the benefits that come with that, such as being able to offer lower prices. But now this company has a big problem, intermediary the retailer compels price drop. I think only through production-marketing integration can solve the problem.Q3For a privately owned beauty salon, its elements of the marketing mix refer to the followings: product, price, promotion, place, people, process and physical evidence.First, the product of privately owned beauty salon is its service, which opposes to a common product. Services, unlike physical products, happen "on the spot" and customers like to know what to expect. The privately owned beauty salon offers service to customers, which is essentially intangible and does not result in ownership of anything. The Landed Toy Company products are goods.Second, price, as we know, price is one of the most flexible elements of the marketing mix. It will be affected by consumers, the trade and the competition. For example, if customers feel the price of the beauty salon is lower than others, most of them may choose this beauty salon, while the price of Landed Toys Company products changes with the situation they have in the market: set premium price (previous) cut the price (now) reducing price (future).Third, promotion is what a company say and do concerning products and services in order to persuade customersand markets to try them. The privately owned beauty salon not only uses advertising but communicates with customers to help them have a better understanding of the company. Landed Toys Company Landed did very little advertise at first, but now they use newspaper to promote its products originally.The next is place, which not only includes retail store, online shop but also the movement of goods. If you want to book the ticket of the beauty salon, you can buy in the salon or online. Landed Toy Company sells its products through a number of intermediates, nowadays it carries out with the idea of mail order selling.Fifth, people are part of the offering service. If the customers are satisfied with your service, it may have a positive effect on the development of your company. Sixth, processes mean caring about the quality, reducing the queuing systems and service delivery to ensure consistency of service. At last, physical evidence is the “ tangible pa”rt of the service, like the facilities in the beauty salon.Different from a Landed company, which distributes its products to its customers, beauty salon always has to get its customers to come to it. Those who come to the beauty salon are pursuing high quality services, although its price is higher. Therefore, beauty salon usually has relatively affluent target market and local promotions meeting the local demands. In this way, it is principal for a beauty salon to choose a right location.Q4 because for the environment in which an organization exits can affect industry or the individual organizations. An internal environment is the systems of the company, the effectiveness of which to a great degree rests with its culture, including micro and macro environment, competition intermediaries, and suppliers stakeholders. A micro environment is all those factors which lie beyond the organization, and a successful organization is contributed by those in the microenvironment, for example, the company, the distributors, customers, competitors and public, however, the macro environment indicates the larger forces which affect the way in which an organization operates and over which the organization has little or no control. These can be known acronym PEST.With the changing environment, PEST is also changing: the political aspect: as the global communication developing, it is not simply domestic politics which will have influence on marketing strategy. Second, economically, suppliers have become more and more, as a result, competition has become more and more fierce, this will impact costs, prices and demand. Third, changes and trends in the sociocultural environment bring forth significant challenges. People's basic beliefs, attitudes and values are shaped by the society in which they grow up.Following factors may affect landed: the declining birth rate, growing demand for more technological toys, increased affluence, growth in competition from larger competitors, growing dominance of larger retailers.For the sake of getting over these risks, altering the marketing mix, the company introduced some new products to satisfy different market meets, drew into added value products at higher prices, developed higher profile promotions to compete with rivals, and used sales team to develop a good relationship with retailers.。

Day Dream Toy Company — A case studyBackground informationThe Day Dream Toy Company has a workforce of over 1,000 based in three different sites in the UK. The company was established in the early 1990s and its marketing activities are co-ordinated from its headquarters in Chester.The original company produced a limited range of wooden toys aimed at the pre-school market. Its range of products was originally limited to wooden building bricks, simple wooden jigsaws and a limited selection of wooden animals. As the company became more established, the product range was expanded to include dolls’ houses and wooden train sets.In the early days the company sold through small, independent toys shops, but despite numerous attempts, it was unable to persuade any of the large chain stores to stock its products. Despite this, the company maintained a reasonable turnover, and it slowly expanded its product portfolio to include a range for the 5–8 year old market.Disenchanted by its inability to become accepted by any of the larger chains, the company toyed with the idea of mail order selling. A catalogue was produced and distributed through some of the leading Sunday newspapers, and although sales increased, this was not a particularly successful venture.Mail order selling was dropped after only a year, but it did serve to bring the company’s name to the attention of the public, and more importantly to the toy industry. The company’s image of high quality toys, made from natural products, appealed to the increasingly vocal environmental lobby, and at last, a leading department store chain agreed to stock Day Dream’s products. This proved to be a lucrative agreement for Day Dream, and it helped the company expand during the late 1990s.The company’s big bre ak, however, came when the Welsh language TV channel SC4 introduced an animated series featuring an assortment of animal characters collectively known as the ‘Country Cousins’. Against fierce competition, Day Dream won the contract to make a limited range of merchandise featuring the characters, and the popularity of the series resulted in sales which were way beyond Day Dreams most optimistic expectations. Following the success of ‘Country Cousins’, ITV decided to give the series national airing, and in the lead up to the national launch, Day Dream expanded and developed its range of merchandise. At the same time, the company also introduced ‘Country Cousins’ books and to this end, it acquired an ailing publishing company in Exeter.This was Day Dream’s f irst venture into publishing, but by retaining the existing expertise within the newly acquired company, and through its own established distribution network, this became a highly profitable part of the company’s portfolio.The books were sold principally through toy shops and department stores as part of the overall ‘Country Cousins’ package, and by concentrating on its established toy retailers rather than bookshops, Day Dream did not need to employ any additional sales representatives. This proved to be a successful and cost effective approach, which is still employed at the moment.As the business continued to expand, Day Dream bought over a soft toy manufacturer which was initially devoted to the production of ‘Country Cousins’ figures.The ‘Country Cousins’ phenomenon reached its peak in the late 1990s, and although the company is still turning in reasonable profits, there are growing concerns for its future security. The success of ‘Country Cousins’, however, has given Day Dream a foothold in the market, and having firmly established its brand name and identity, Day Dream products are still stocked by some of the major toy retailers.Although the sales of ‘Country Cousins’ merchandise are declining, the range is still an important part of Day Dream’s business. The range currently includes wooden figures, cuddly figures, wooden play houses and scenery, a series of thirty ‘Country Cousins’ story books, a ‘Country Cousins’ Annual which has been produced each year since 1996, ‘Country Cousins’ stationery, pencil cases, note pads, cards, etc and ‘Country Cousins’ toiletries, including soap, shampoos, sponges, bath salts, etc.In addition to the ‘Country Cousins’ range, Day Dream still produces its traditional wooden jigsaws, wooden animals, wooden building blocks and various other wooden toys aimed at the pre-school market.A major turning point in the popularity of the ‘Country Cousins’ range came in 2008 when ITV decided to drop the programme from its schedules. The popularity of the series had been waning for a number of years, and its demise had been inevitable for some time. In the year following the programme’s withdrawal, sales of ‘Country Cousins’ merchandise fell to 40% of the 2002 peak.Along with the decline in demand, the company has had to change its pricing policies.During the boom period of the early 2000s, the price of the ‘Country Cousins’ range was set at a premium, but in order to maintain sales, the company was forced to reduce price to a much more competitive level. Retailers and other middlemen, realising the strength of their negotiating position, have been able to force Day Dream to accept their terms and prices, and with the decline in demand, Day Dream has had little alternative but to accept.The company’s 30-strong sales team has been charged with the responsibility of maintaining good relations with existing outlets to ensure their continued patronage. On occasions this patronage has been hard won, and in recent years has involved more and more price-cutting to ensure that the existing stores continue to stock Day Dream’s range.The industry is becoming ever more competitive, and without a leading product range, Day Dream is being forced to cut prices to retain its distributors, and to maintain its position in the market place.The reduced price to the retailer, however, is not always reflected in the price charged to the final consumer. Although Day Dream is selling to the middlemen at a considerably reduced price, the retailers are tending to sell at prices on a par with those charged during the height of the ‘Country Cousins’ boom.As sales of its traditional range has declined, the company has become involved in the ‘own label’ business, and 10% of its output is now supplied to the ‘For Toys’ retail chain whichsells the products under its own name. The association with For Toys has been good for Day Dream, and there is the possibility that this relationship will be further developed in the future.For Toys is an expanding company, and although this relationship has been vital to Day Dream, For Toys has forced the manufacturer to produce at lower and lower prices over the years, and because of a lack of orders from other customers, Day Dream has been forced to accede to these demands. At the same time, the production of ‘own label’ merchandise may have contributed to the reduced demand for Day Dream branded products.The declining demand for ‘Country Cousins’ has also necessitated other changes. Cuddly toys’ production, which was previously exclusively devoted to ‘Country Cousins’ figures, has now been adapted to produce a range of more than forty different styles and types of bears and other creatures. Many of these are ‘own label’ products for Toys stores.Other alterations to the product mix include the introduction of larger toys such as play houses, climbing frames and slides. Day Dream is looking to find a way of gaining access to potential buyers such as playgroups, nurseries and even local authorities as well as its established consumer market.The publishing side o f the business has also had to adapt to the post ‘Country Cousins’ boom.A range of children’s stationery is available in a number of different styles, and this is being continually updated to meet the changing needs of the market. A new series of pre-school books has been produced, including a range called ‘Dolly the Dolphin’ for which the company has high expectations. The company also has plans for ‘Dolly the Dolphin’ cuddly toys.A new range of self-reading books has also been developed, and the company has been trying to encourage local authorities to buy them for their schools and libraries.During the early 2000s the company did not need to invest too heavily in advertising and promotion as the publicity generated by the ‘Country Cousins’ TV series was sufficient to keep the company’s merchandise in the public eye.In addition to this publicity, the company’s promotional effort had been principally aimed at retailers and other middlemen, and this had primarily involved personal selling through the sales team making regular visits to established clients. It was believed that by targeting the middlemen, and by getting the products in to as many stores as possible, sales would inevitably be generated. The emphasis on the sales team has been maintained, but in recent years this has been supplemented by advertising in children’s comics and magazines, and by a limited amount of advertising on Children’s TV, particularly in the run up to Christmas each year.Day Dream must now adjust to the post ‘Country Cousins’ boom, and although some changes have already been made, further developments are required. To do this, it is necessary to develop the company’s marketing mix, but before this is possible, the company must carry out some research to discover the most appropriate course of action.To date, the company has not felt the need to carry out extensive market research, and much of its decision-making has been based on informal feedback received from its sales team, andfrom secondary material derived from the industry trade association, and similar sources. Much has also depended on the marketing team’s own business acumen and knowledge of the market, and there has also been a reliance on internal data.Day Dream has therefore reached a vital crossroads, and important decisions must be made to ensure its future survival and prosperity. The company is still producing reasonably healthy profits each year, but these are much reduced from the heady days of the early 21st century, and if the current trends continue, there is a strong possibility that the company will not survive the next 10 years.The time has come to take some purposeful marketing action. The company now realises that it must adapt to the changing needs of the market, and by gathering more information about existing and potential customers and consumers, it will be in a position to make more reasoned and informed decisions.。

Case Study 1◆Questions:1. List the main business organizations recognized by Scots Law.2. Given the fact that Lisa will be running the business herself and, for the time being, she is unlikely to be employing anyone, how would you classify her b usiness?3. Identify two advantages and two disadvantages of the type of business organization run by Lisa.◆KeyQuestion 1The main business organizations recognized by Scots Law are:Sole trader, Partnership, Limited partnerships, Limited liability partnerships, Private companies, Public companies.Question 2①Lisa is running a very small business, so the most appropriate form oforganization is sole trader.②According to the Companies Regulation 1992, Lisa’s organization form does notfit for the condition of private company; such a private company is limited by shares or by guarantee and need only have on member.③As a result, we can judge that the organization form of Lisa’s company is soletrader.Question 3Advantages:①very basic legal requirements to comply with②Total control over his/her business and does not have to take into account the opinions of any shareholders.③It is the simplest form of business organization recognized by Scots Law④ A sole trader is to all intents and purposes to be regarded as a self-employed person.Disadvantages:① A sole trader may find it difficult to fund an expansion of the business because she/he can not offer shares to other parties in order to raise funds.(筹集资金)②If the business fail, the sole trader is said to have unlimited liability for any debts or obligations owed to third parties.③The inclusion of new partners would force a change in the nature of business, operation by converting it into a partnership or some other form of corporate body.④(in any case), A business expansion requiring a major injection of capital might entail a loss of control over the business because new members who are a source of new finance will almost certainly demand a say in the running of the business.以上优、缺点各选两个答即可Case Study 2Question 1What are the main differences between a traditional partnership and a limited liability partnership (LLP)?PartnershipUnincorporated bodyPartners have unlimited liability in respect of partnership debtsNo need to be registered with registrar of companies and no need to supply formal documentsRegulated by Partnership Act 1890LLPCorporate bodyMembers enjoy limited liability in respect of LLP debtsMust be registered with the registrar of companies and certain documents must be suppliedRegulated by LLP Act 2000Question 2◆What are the main advantages for an existing partnership when it changes to alimited liability partnership?①The reason why many traditional partnerships try to translate to LLP is that the members can enjoy the limited responsibilities.②Further more, under the conditions of losing of privacy and greatering external regulation for the members, lots of traditional partnerships definitely hope to translate to LLP.(because of LLP…)Question 3◆What is the nature of the legal relationship between partners in firm and membersof a LLP?①There exist a fiduciary relationship in law relationship between company and partners.②举例说明公司与成员之间的忠实关系Pillans Brothers v Pillans [1908]③According to Limited Liability Partnerships Act 2000, section 6 regulations, there should be recognized to an agent’s relationship between members and LLP.④The general rule of the law agency that an agent (member) must always act in the best interest of his principal (LLP).⑤ A member is not an agent of his fellow members.Case Study 3Question 1◆What is a company’s objects clause?①Object clause 是存在于Memorandum of Association 之中的。

Q1A) Market marketing is the plan and the execution of the commodity, the service and the creativity idea, the fixed price, the promotion and retailing, create conforms to the individual and the organizational goal exchange one kind of process. that is Human activity is wants through for exchanges to directed at satisfying needs, and business activity is concerned with providing goods and services to satisfy human wants and needs at a profit.B) Market marketing concept requirements planning and strategies should be all the businesses to consumers at the center, correctly determine the needs of the target market and lust, more effectively than competitors of provision required to meet the target market.The product concept is to show the enterprise is not through the development of the corresponding product market analysis and variety, but to improve quality, reduce cost as all activity centers, and thus expand sales, profits made such a management guiding ideology. Product not only pay attention to production quantity concept, but also pay attention to product quality, but it production center, don't pay attention to the market demand, don't pay attention to product sales, is the production of the concept of the later performance. The customary channel sales, when customer think of their good quality of product will seek to come.Q2A) The Marketing Mix is an important part of corporate marketing strategy, Controlled enterprise marketing measures to form a holistic activity. The main purpose of marketing is to meet the needs of consumers. Usually divided into 4P (product, price, promotion, place)B) the explanation of the Marketing mix of product: in 1986, Landed a company of wooden toys products target customer is pre-school market, wooden building bricks and jigsaws. Its products could only be sold to small toys shops that have very big limitation. However, with booming business and brighter prospect, its range of products has quickly enlarged. But for its former products, it not on-ly added with dolls’ houses and wooded train sets, and brought in “CountryCousins” books and a new range of pre-school books. its products are characterized by various types, complete specifications and best quality. All its products enjoys high celebrity made this company bigger and bigger.The explanation of the Marketing mix of price: success stems from the reasonable pricing and good price control strategy, a reasonable price is very import in the market competition. In the case, on the early 1990s, Landed company rapidly flourished, and the “Country Cousins” books were sold at a premium. But and the “Country Cousins” books were sold at a premium. Besides, badly demand and high profit attract more and more cooperation entering this market, competition becomes much drastic. To gain a competitive edge, the company had to reduce its high price to a competitive level.The explanation of the marketing mix of promotion: the promotion has many methods, such as advertising, sales promotion, public relations, personal selling and direct marketing. In the case, Landed Company’s advertising department must be use the best promotion policy. The Landed Company and TV channel SC4 to keep the friendly relationship. The TV proposed a national airing and national launch Introduce company products and the popularity of the series. That make rise for the company's brand image and customers' awareness, Sales Have Rapid Growth.Place - refers to provide the product at a place which is convenient for consumers to access. Place is synonymous with distribution. Can be various strategies such as intensive distribution, selective distribution, exclusive distribution. In the case, the company uses selective distribution. This involves one intermediary the retailer. This is probably most favoured by larger retailers such as supermarkets that have the power and resources to buy in larger quantities and enjoy the benefits that come with that, such as being able to offer lower prices. But now this company has a big problem, intermediary the retailer compels price drop. I think only through production-marketing integration can solve the problem.Q3For a privately owned beauty salon, its elements of the marketing mix refer to the followings:product, price, promotion, place, people, process and physical evidence.First, the product of privately owned beauty salon is its service, which opposes to a common product. Services, unlike physical products, happen "on the spot" and customers like to know what to expect. The privately owned beauty salon offers service to customers, which is essentially intangible and does not result in ownership of anything. The Landed Toy Company products are goods.Second, price, as we know, price is one of the most flexible elements of the marketing mix. It will be affected by consumers, the trade and the competition. For example, if customers feel the price of the beauty salon is lower than others, most of them may choose this beauty salon, while the price of Landed Toys Company products changes with the situation they have in the market: set premium price (previous) ------cut the price (now) -----reducing price (future).Third, promotion is what a company say and do concerning products and services in order to persuade customers and markets to try them. The privately owned beauty salon not only uses advertising but communicates with customers to help them have a better understanding of the company. Landed Toys Company Landed did very little advertise at first, but now they use newspaper to promote its products originally.The next is place, which not only includes retail store, online shop but also the movement of goods. If you want to book the ticket of the beauty salon, you can buy in the salon or online. Landed Toy Company sells its products through a number of intermediates, nowadays it carries out with the idea of mail order selling.Fifth, people are part of the offering service. If the customers are satisfied with your service, it may have a positive effect on the development of your company. Sixth, processes mean caring about the quality, reducing the queuing systems and service delivery to ensure consistency of service. At last, physical evidence is the “tangible” part of the service, like the facilities in the beauty salon.Different from a Landed company, which distributes its products to its customers, beauty salon always has to get its customers to come to it. Those who come to the beauty salon are pursuing high quality services, although its price is higher. Therefore, beauty salon usually has relatively affluent target market and local promotions meeting the local demands. In this way, it is principal for a beauty salon to choose a right location.Q4 because for the environment in which an organization exits can affect industry or the individual organizations. An internal environment is the systems of the company, the effectiveness of which to a great degree rests with its culture, including micro and macro environment, competition intermediaries, and suppliers stakeholders. A micro environment is all those factors which lie beyond the organization, and a successful organization is contributed by those in the microenvironment, for example, the company, the distributors, customers, competitors and public, however, the macro environment indicates the larger forces which affect the way in which an organization operates and over which the organization has little or no control. These can be known acronym PEST.With the changing environment, PEST is also changing: the political aspect: as the global communication developing, it is not simply domestic politics which will have influence on marketing strategy. Second, economically, suppliers have become more and more, as a result, competition has become more and more fierce, this will impact costs, prices and demand. Third, changes and trends in the sociocultural environment bring forth significant challenges. People's basic beliefs, attitudes and values are shaped by the society in which they grow up.Following factors may affect landed: the declining birth rate, growing demand for more technological toys, increased affluence, growth in competition from larger competitors, growing dominance of larger retailers.For the sake of getting over these risks, altering the marketing mix, the company introduced some new products to satisfy different market meets, drew into added value products at higher prices, developed higher profile promotions to compete with rivals, and used sales team to develop a good relationship with retailers.。

1 please describe the purpose and importance of marketing research to organisations.(expected response:approximately 200 words) Answering this question you'll be asked to interpret the meaning of marketing research first, then explain the importance of marketing research.An explaination of the importance of marketing research to include points such as:Definition of marketing research◆Marketing research is a method or instrument by gather(collect),sort(process), analyse, interpret information and finally draw anuseful conclusion the company's marketing strategy will benefit from. Explain the importance of marketing research, you will be suggested as follows:◆to meet the needs of its market where a company needs to understandits customers.◆Companies use marketing research to identify ther potential markets.◆Marketing research helps organisation create satisfied customersthrough the provision of the right goods(products), in the right place, at the right price, with the right information(promotion).Referenceof data about a pMarketing research is a systematic, objective collection and analysis articular target market, competition, and otherenvironment inluding internal and external environment. It always incorporates some form of data collection whether it be secondary research or primary research which is collected direct from a respondent.The marketing research aims at meeting the needs of its market where a company needs to understand its customers. With the change or development internal and external environment of company, the product market will varies from many factors such as customers' wants or demands.Since meeting consumers' needs is the basic commercial laws, and important for the company's survival and profits making, the company can do some efforts to create more customers' utilities (satisfaction) by marketing research. At the same time, customers' satisfaction will be maximized if they are provided the right prodcts, in the right place, at the right price and with the right promotion(abbreviated 4P in next text). The 4P's product mix is closely correlated with the marketing research.With the coming of the products' market growing and mature, the quantity of competitors increases, there is no more space available of prodcts' profits making. In order to survive, to keep the existing profit, or to increase the profit, company have motions to explore the potential markets by marketing reseach.2 expected response: approximately 300 words.(a)describe and distinguish between primary and secondary data.◆ a definition of primary data◆ a definition of secondary dataA comparison of primary and secondary data such as:◆Primary data is firt hand information, secodary data is the secondhand information.◆Primary data is field research.◆Secondary data is desk or library research.◆Primary research can be gathered through questionnaires, focusgroups or obserbations, etc.◆Secondary data can be gathered from within the company, or outsidethe company.Reference :Primary data is the information collected for particular(specfic) purpose at hand. Secondary data exists somwhere, gathered for another purpose.The difference between the primary data and the secondary data can be listed as follows:Just as its name implies, primary data is the first hand information, while secondary data is the seond hand information. That is to say, primary data is field research which is gathered by an organisation for its own specific purpose. Seondary data is desk or library research which isgathered from the library and internal organisation, etc. So we can conclude that secondary data is started first, the more expensive,time-consuming primary research will be used only when missing information has to be collected by marketing research.Secondary data comes from both the internal database and information publicly available(marketing intelligence). While primary data can gathered from outside the organisation.There is the difference in the instrument of the two data. Primary data can gathered through survey . We can survey the targeting by mail, phone, or internet. It can collected through observation by ethnographic research, or sending its staff to observe. It also can gaghered information by focus group interivewing and by experimental research. While the secondary data can be sorted from public available information and internal information. the public available information may include government's report of industry, the news of competitors' website, the references form library, free industry research database, public limited company's information, etc.(b)idetify the advantages and disadvantages of using secondary data. AdvantagesRelatively cheap and easily accessible.◆Vast quantities of information covering a wide range of subjects areavailable.◆Data has already been analysed and processed.◆Organisations have gathered information over many years and trendsand patterns can be identified.◆Governments produce statistics about markets and consumer habits. Disadvantages◆Not specific to a particular organisation.◆Possibly out of date◆Not exclusive to a particular company, so is also available to rivals.◆Analysis to the data may be biased.Reference:There are five main (key) advantages of secondary data. The fist, it is cheaper and can be obtained more quickly. The seond, Vast quantities of information covering a wide range of subjects are available. The third, since secondary data exists somewhere, it has already been analysed and processed. The fourth, organisations have gathered information over many years and trends and patterns can be identified so that the data is used because public receive it undoubtedly. The last, Governments produce statistics about markets and consumer habits, so if the change of environment can be neglected, the resources about markets can be used.The disadvantages of secondary data includes as follows:it is provided to pulic, so it can not provide specific information for a particular organisation, that is to say , the rivals possibly have the same accesses to gain the similiar information. It ages easily , so it is possibly out of date. Secondary data is not specially prepared for the specific problem of marketing, so the outcome maybe be biased.(c)identify different secondary soures which the organisation in the case study might use.◆Government statistics about social trends from the Annual Abstact ofStatistics.◆The financial accounts of rival company.◆Sales records from within the company to identify growing/decliningareas.◆Newspaper articles about the latest toy crazes in America.◆Census figures which highlight population changes.◆Government statistics about the state of the economy.3 explain how the organisation in the case study might use different types of marketing research. Provide realistic and relevant examples of types of marketing research which the organisation could use to improve its current business situation.(expected 400 words)◆The company could carry out questionnaires in retail outlets, such asretailers and other middlemen by telephone, personal talk or online.◆the company could visit parent and toddler groups to observe howchildren play with toys.◆The company could invite pre-school children to play in theobservation room exlusively bulit for research, the marketingmanagers could watch or observe the children's behavior by scanners or through the window outside the observation room.◆The company hire an well trained person who was good at marketingresearch to observe the parent and children's buying behaviors.◆The company could organise focus groups to discuss new productswith groups of 10-12year olds. The company could create a flexbile and comfortable talk/chat environment, start from an interesting topic so as to calm down the groups, then induct them to speak their true views on the exploration of the new product.◆The company could carry out the quesitonnaires to make sure thecustomers' buying preference and their habbits of buying toys , by this process, the company can gain some resources about the development of the new products for added customer market which can bedescribed with 10-12year olds.◆The company could send out questionnaires to the toy buyers forexsiting products in different retail stores such as toy stores , supermarkets, etc. The contact methods are available which are mail, phone, personal talk, and online. If the outlay for marketing research isenough , the suggested method is personal talk. Because this method is easy to control the quality of research.◆The company could organise focus groups to discuss exsitingproducts with groups of pre-school year olds. Since the customers'characteristic, the form of research maybe variable and flexible.Maybe playing games with them is available while carrying outresearch. By chatting with them, marketing managers or marketingresearchers can know their needs for the toys.◆Since the industry is becoming even more competitive, gatheringmore secondary data of rival company's marketing activities is a quite right choice. We can analyse the rival companys' sales figures to see how they had adapted their product ranges. We can go to library for basic reference of rival company, we can gain the free data from the government statistics of industry, we can also gain the information of rival company on the internet ,especially on the rival company'swebsite which includes formal information and informal information like BBS' news.◆For gathering more information of rival company, we can use theethnographic research.we can hire a person specially trained formarketing research. The person will observe the buying behavior oftheir own consumers and rival companys' consumer, then analysis the difference between the two kinds of consumers. Finally give thedifferent marketing strategy .◆The company could use secondary sources such as governmentstatistics to identify changes in the market place.◆The company could gather information of book order of governmentfor the primary scholar or pre-school children through the report of government 's work which can be received freely and throughgovernment authoritative website.。

第一个重点当中：一、先写出市场营销定义(营销不能只是广告，也不能只是销售，市场营销应当是我们对客户的消费行为进行了解之后，制造出合格产品与服务来满足客户需求，营销也应当追求客户满意度)；二、其次请叙述市场营销的概念“concept”三、再者，请叙述产品的概念四、比较对比一下经营理念“business philosophies”（两派的理论主要也是为了企业创造利润，企业是否应当着重在满足客户需求？企业应当采用的产品销售方法是否应考虑以产品为中心？市场营销理念从外到内的方法是什么？而产品理念从内到外的方法又是什么？）第二个重点当中：一、请分别叙述与鉴别销售组合“marketing mix”的4Ps。

Reference to the seven Ps of the services marketing mix if the given orhanisation is a service business.在营销组合中，产品因素“product element”应当包含几个部分要点：叙述企业产品范围，解释如何制定产品组合，解释企业目标市场的变化，并且论述企业如何持续选择替代的目标市场或市场分割market segments,鉴别产品生命周期的四个阶段，解释产品与服务如何穿插每个产品生命中期的阶段。

解释营销决策如何取决与产品生命周期的产品定位。

例如，dolly the dolphin产品出现在country cousins即将衰败时期。

二、市场营销组合当中价格因素应当包含几个方面：叙述制定正确价格的重要性，解释各种不同的定价方法pricing approaches,特别是叙述country cousins例子中，一开始定价高昂，最后降价销售；公司之所以降价的原因是什么？是否是为了确保自己的销售额？三、解释市场组合的促销因素promotion element应当包含哪些要点？（请叙述四种促销策略如广告、促销等，解释一下为什么一开始该公司只依赖country cousins电视所播出的卡通，但是却很少做广告？解释一下促销团队在整体营销组合当中所扮演的角色）四、请叙述一下营销组合当中的地方因素place element (地方因素对销售的影响，叙述有哪些不同的销售渠道，叙述landel公司为何通过许多中间商和经销商来销售产品，叙述landel公司如何持续自己的销售网络，叙述一下country cousins受欢迎程度下降与降价压力以及销售网络维持不易的相互关系)第三个重点：主要论述两种不同行业的营销概念：一、解释一下Sports Club/Health Spa分别提供的是产品与服务，其区别有哪些？二、解释一下服务产品的营销组合的7Ps三、解释一下7Ps分别与Sports Club/Health Spa两家公司的关联性。

Marketing: An IntroductionContentsIntroduction (3)Marketing concept (3)Pay attention to market research (3)Corporate Profit (3)Pay attention to the marketing plan (3)Marketing Orientation and Customer Relationship Management (4)After Service (4)The marketing environment (4)Types of Marketing Environment (5)Marketing Research＆Information： (5)Find out en terprise’s problems and mistakes (5)Market Segmentation (5)Opponents of information (6)Marketing plan (6)Market research and information Introduction (6)Quantitative&Qualitative Research (6)Qualitative Research (6)In—depth interviews (6)Quantitative research (7)Face-to-Face surveys： (7)Segmentation ＆targeting (8)Research information (8)Market segmentation (8)Benefits of Market S&T (8)Conclusion (9)Reference (9)IntroductionThis report is writes for the Trusty—Land Food Company. The report consists of 5 point that includes the marketing environment segmentation and targeting，the market research and information and marketing conception。