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市场营销习题集一、单选题第一组：1．市场调查是市场预测的（ D）A．目的和任务B．结果C．根本目的 D．前提和基础2．市场营销观念的突出特征是（ D）A．以产品质量为中心B．以产品价格为中心C．以产品产量为中心D．以消费者需求为中心3．营销学中换代新产品是指（ D ）A．应用新技术、新材料而研制成的新产品B．满足新的需要而仿制的产品C．对现有产品品质、款式、包装等进行改造的产品D．部分采用新技术、新材料对原有产品进行革新的产品4．市场细分的客观基础是（ D ）A．不同产品的消费需求的差异性B．不同产品的消费需求的共同性C．同一产品的消费需求的同一性D．同一产品的消费需求的多样性5．市场营销学是一门（ A ）。
A、应用科学B、经济学C、社会学D、心理学6、工商企业的市场营销工作最早是以（ A ）为指导思想的。
A、生产观念B、产品观念C、推销观念D、市场营销观念7.市场营销学产生于( B )A．19世纪末B、20世纪初 C. 二战末 D.20世纪50年代8、企业只推出单一产品，运用单一的市场营销组合，力求在一定程度上适合尽可能多的顾客的需求，这种战略是( A )A.无差异市场营销战略B.密集市场营销战略C.差异市场营销战略D.集中市场营销战略9、第二次世界大战后，在美国新的市场形势下形成了一种全新的经营哲学，这就是（ D ）。
A、生产观念B、产品观念C、推销观念D、市场营销观念10.按马斯洛的需要层次论，最高层次的需要是( C )A. 生理需要B. 安全需要C. 自我实现需要D. 社会需要第二组：1．企业所拥有的不同产品线的数目是产品组合的（ C ）。
A、深度B、长度C、宽度D、相关性2．某种产品在市场上销售迅速增长，利润显著上升，该产品这时正处在其市场生命周期的（B ）阶段。
A、介绍期B、成长期C、成熟期D、衰退期3．消费者购买决策过程的顺序通常为（ A ）A．引起需要-->收集信息-->评价比较-->决定购买-->购后感受B．引起需要--->评价比较-->收集信息-->决定购买-->购后感受C．收集信息-->评价比较-->引起需要-->决定购买--->购后感受D．决定购买-->引起需要-->评估比较-->收集信息--->购后感受4．市场调查是市场预测的（ D ）A．目的和任务 B．结果 C．根本目的 D．前提和基础5．市场营销观念的突出特征是（ D ）A．以产品质量为中心B．以产品价格为中心C．以产品产量为中心D．以消费者需求为中心6、下列各项中，( C )不属于产品整体范畴。
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Marketing1 Explain customer satisfactionIt is the result of goods or services meeting or exceeding the buyer's needs and expect ations.2 what are the basic steps in developing a marketing strategy1 study and analyse potential target markets and then chosen among them2 create a marketing mix to satisfy target market3 define valueThe perception that the quality of a good or service in balance with the price charged 4 explain market segmentationProcess of dividing a total market into several relatively homogeneous groups5 explain marketing research and why it is importantMarketing research involves collecting and using information to support marketing deci sion makingØ identify problems or opportunitiesØ analyze competitionØ evaluate or predict customer behaviorØ measure existing product offeringsØ Develop price 、distribution and promotion plans6 explain utility and how it is createdUtility is the ability of a good or service to satisfy the wants and needs of customersØ Form utility:when a raw material,parts,other input converted into a finished goodØ Time utility:making a good or service available when a customer want to purchase it Ø Place utility:making product available in a convenient placeØ Ownership utility:orderly transfer from seller to buyer7 define qualityA degree of excellence of a good or service8 explain how market segmentation worksan imediate segmentation distinction involves whether the firm is offering goods and services to customers for their own use(B2C market)or to purchasers who will use them directly or indirectly in providing other products for resale(B2C market)common bases for segmenting B2C market:geograghical; demograhpic;psychographic;product relatedB2B market:geographical;demographic;end-use9 explain buyer behaviorSeries of decision process by individual consumers who buy products for their own use and organizational buyers who purchase business products to be used directly or indire ctly in the sale of other items10 explain how relationship marketing benefit an organizationBy developing longterm connections with customers and organizations can effectively t arget its best customers and create loyalty,which in turn reduces a firm's marketing cos ts（save time, accomplish business goals,develop skills and experience,improve service t o customers……）11 what are the steps involved in purchasing decisions?Ø Problem awarenessØ Information searchØ Evaluation of alternativesØ Purchase decisionØ Purchase actØ Postpurchase evaluation12 explain how the history of marketing has changedThe marketing focus has shifted from a seller's market to a buyer's market. The eras i nclude the product era(product-focused),sales era(transaction-focused),marketing era( customer-focused),relationship era(developing long-term relationships)13 what is a product?describe the components of a produceProduct is a bundle of physical,service,and symbolic attributes designed to satisfy custo mer wantsØ Physical product:is the tangible ,actual product,it includes design,packaging,etcØ Service product:the non-physical part of the product.it usually consists of lots of add ed value,delivery,warranties,customer service supportØ Symbolic product:the benefit of the product that makes it valuable to you,convenienc e,status,safety,ect14 explain how firms identify their productsProducts are identified by brands,brand names,trademarks,and packaging15 how do business products differ from consumer itemsBusiness products are those purchased for use either directly or indirectly in the produc tion of other goods or services for resale.consumer products are those purchased by ult imate consumers for their own use16 what are some of the strategies for extending the product life cycle Decisions about package design,brand name,trademarks,warranties,product image,new product development,and customer service17 identify and briefly describe each of the four stages of the product life cyc leØ Introduction stage:firm tries to promote demand for its new offerings,inform the mar ket about it,give free samples to entice consumers to make trial purchase,and explain it s features,uses,and benefitsØ Growth stage:sales climb quickly as new customers join early users who now are rep urchasing the itemØ Maturity stage:industry sales eventually reach a saturation level at which further exp ansion is difficultØ Decline stage:sales fall and profits decline18 what are some consideration in making pachage decisions when marketing internationallyMarketers must be aware of such factors as language variations and cultural preferenc es19 explain product line and product mixProduct line:group of related products that are physically similar or are intended for the same marketProduct mix:a company's assortment of product line and individual offerings20 explain supply chainThe complete sequence of suppliers that contribute to creating and delivering a good o r service to customers21 explain physical distribution and the activities involved in physical distrib utionPhysical distribution is the activities aimed at efficiently moving finished goods from the production line to the consumer or business buyerThe activities involved in physical distribution areØ Warehousing---storage of productsØ Marketing handling---moving items within factories,warehouses,transportation termin als,and storesØ Inventory control---managing inventory costs,eg.storage facilities,insurance,taxes,an d handingØ Order processing---preparing orders for shipment and receiving ordersØ TransportationØ Customer service22 how is distribution(place)utility createdIt is created when intermediaries help ensure that products are available for sale when or where the customer wants to purchase them---store retailers,non-store retailers.who lesalers....23 explain customer serviceIt is providing the needed goods or services to the customer in an efficient manner,cre ating added value to a product or service24 differentiate between direct distribution and indirect distribution ,which i s betterIndirect distribution involves distributing your product by the use of an intermediary-for example a manufacturer selling to a wholesaler and the on to retailerDirect distribution involves distributing directly from a manufacturer to the consumer The best choice depends on the circumstances of the market and on customer needs 25 define promotional mix and list the components of a promotion Promotional mix is the combination of personal and non-personal selling techniques de signed to achive promotional objectives.the components arePersonal selling:interpersonal promotional process involving a seller's face to face prese ntation to a prospective buyerNon-personal selling:advertising,sales promotion,direct marketing,and public relations26 explain promotion and outline the objectives of promotionPromotion is the communication link between buyer and seller that performs the functi on of informing,Persuading and influencing a purchase decisionObjectives includeProvide informationDifferentiate a productStabilize salesIncrease salesAccentuate the product's value27 identify promotional strategies for extending the product life cycle Informative advertising:build initial demand for a product.introductory stage Persuasive advertising:improve the competitive status of a product.growth stage Reminder oriented advertising:maintain awareness28 explain primary demand and selective demandPrimary demand tries to develop a consumer desire for a general product category(milk ,cheese,etc)Selective demand attempts to create desire for a specific brand29 discuss the major ethical issues involved in promotionPuffery and deceptionPromotion to children and teensPromotion on school campusesDepiction of women in advertisingUsing violence or sex to attract attention30 what is price? How is it different from the other"p"s in the marketing mix ?Price is the exchange value of a good or service.it is the only"p"that brings in revenue; all the others(products,place,and promotion)cost the firm money31 summarize the four alternative pricing strategiesØ Skimming pricing:setting an intentionally high relative to the prices of competing pro ductsØ Penetration pricing:setting a low price to introduce a new product and generate sales Ø Everyday low pricing and discount pricing:ELP:maintaining continuous low prices rather than relying on short-term price-cut ting tactics such as cents-off coupons,rebates,and special salesDiscount pricing:attracting customers by dropping prices for a set period of timeØ Competitive pricing:Reducing the emphasis on price competition by matching other fi rms' prices32 outline the different types of pricing objectivesØ Profitability:the most common objective;maximizing profits may be done by reducing costs,increasing volume of sales,and increasing priceØ Volume:price is based on marketØ Pricing to meet competition:matching competitor's prices33 how are prestige pricing and odd pricing used?Prestige pricing:the price set is high to reflect the exclusiveness of the product.an exam ple of products using this strategy would be an upscale department store,first class airli ne services,or high-end productsOdd pricing:setting prices in uneven amounts or amounts that sound less than they rea lly are.eg.$1.99or$299-also used as a signal a product is on sale34 explain breakeven analysisPricing technique used to determine the minimum sales volume a product must generat e at a certain price level to cover all costs.involves determining fixed costs and variable costs35 discuss consumer perceptions of priceMarketers must consider how consumers perceive the price Price-quality relationships o f their products.consumers may be willing to pay a higher price if they perceive a produ ct to be of superior quality.some customers are perfectly willing to pay more for goods that are certified to be organically grown.however,extreme prices-either high or low-ma y rurn consumers away.marketers often use odd pricing to convey a message to consu mers.it is easier to justify a purchase of $299 than one of $30036 what is CSR and how can it benefit a firmCorporate social responsibility is a form of corporate self-regulation integrated into a bu siness model.CSR policy functions as a built-in,self-regulating mechanism whereby a bu siness monitors and ensures its active compliance with the spirit of the law,ethical stan dards,and international normsCSR is the concept that an organization has obligations not just to conduct its business and adhere to legal guidelines,but also to look out for the welfare of its employees,the community,and society at largeBENEFITS :a few of these should be mentioned and expanded upon:Reputation of integrity,best practice,and brand imageExpectations of shareholders can be metBuild customer loyalty based on ethical valuesImprove financial performance-increased sales,more investors,more long-term profits Ensure legal complianceRisk management-avoid costly accident and lawsuitsCompany gains public support for policiesHelps sustain a competitive advantage to provide a subconscious level of advertising。
Chapter1 Marketing Management [营销管理]1、Marketing is an organizational function and a set of processes /for creating,communicating and delivering values to customers and for managing customers relationship/ in ways that benefit the organization andits stakeholder at large.2、The production concept [生产观念] It holds the philosophy that consumers will favor those products that are widely available and low in cost.3、The product concept [产品观念] consumers will favor products that offer the most quality,performance,and innovative features.4、The selling concept [销售观念] Many organizations follow the selling concept,which holds that consumers will not buy enough of the organization's products unless it undertakes a large-scale selling and promotion effort.5、The marketing concept[市场观念] It holds that achieving organizational goals depends on integrating marketing activities toward determining and satisfying the needs and wants of target markets more effectively and efficiently than competitors do.Four Pillars for Marketing Concept:target market[目标市场],customer needs[消费者需求],integrated marketing[综合市场],profitability[利益].6、The societal marketing concept[社会营销观念] It holds that the organization's task is to determine the needs,wants,and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors do in a way that preserves or enhances the consumer's and the society's well-being.Three Considerations underlying the Societal Marketing Concept:（三个基本考虑要素）Society,Consumers,Company.7、Three steps to targeting:market segmentation,target choice,product positioning.Market segmentation[市场细分] is the process of grouping a market into smaller subgroups.Target market[目标市场] is the market segment which a particular product is marketed to.positioning[定位] is the technique by which marketers try to create an image or identity for a product,brand,or company.就是令你的企业和产品与众不同，形成核心竞争力key competitive；即鲜明地建立品牌brand。
市场营销学填空（2×5=10）2.选择（4×5=20）3.简答（6×5=30）4.综合（2×20=40）第3题是看看对概念的掌握。
第4题是看看发挥性（理论与实践）1.需求、欲望、需要的关系：人类的需要是市场营销的基石。
需要：是指人们与生俱来的基本需要。
欲望：是指想得到上述需要的具体满足产品的愿望，是个人受不同文化及社会环境影响表现出来的对需要的特定追求。
需求：指人们有能力支付并愿意购买某个具体产品的欲望。
在营销者看来，对需求就是对某特定产品及服务的市场需求。
2.交换与交易的关系：交换是指从他人处取得所需之物，而已自己的某种东西作为回报。
交易是交换的基本组成单位，是交换双方之间的价值交换。
交换是一种过程，在这个过程中，如果双方达成一项协议，就称之为发生交易。
交易通常有货币交易和非货币交易（包括以物易物、以服务易服务的交易)两种交易方式。
3.Selling concept（推销理念) 与customer oriented marketing concept(以客户为导向营销观念）区别：推销观念又称销售观念认为消费者通常有一种购买惰性或抗衡心理，若听其自然，消费者就不会大量购买本企业的产品，因而营销管理的中心是积极推销和大力促销。
以消费者为中心的观念又称市场营销观念(marketing concept 认为企业的一切计划与策略应以消费者为中心，正确确定目标市场的需要与欲望，比竞争者更有效的满足顾客需求。
①产生的时间不同。
推销观念盛行于20世纪30年代；营销观念形成于20世纪50年代。
②背景与条件不同。
推销观念是卖方市场向买方市场过渡阶段致使部分产品供过于求；营销观念是买方市场。
③核心思想不同。
推销观念运用推销与促销来刺激需求的产生；营销观念：消费者主权论发现需求并满足需求。
④营销顺序。
推销观念：企业→市场；营销观念：市场→企业→产品→市场⑤典型口号。
推销观念：我们卖什么，就让人们买什么：营销观念：顾客需要什么，我们就生产供应什么此外营销观念还有目标市场、顾客满意、整体营销和盈利性四大支柱。
市场营销专业英语Marketing Management营销管理New Products Development新产品开发Service Industry Marketing服务业营销Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information管理信息系统Marketing Research营销调研accesibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略positioning定位additions to existing product lines 现有产品线的增加administered vertical marketing systems 管理式垂直营销系统market segmentation市场细分sales promotion销售促进advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接受人数advertising message 广告信息advertising source 广告信息来源agent middleman 代理商allowance 折让alteration 退换American Marketing Association 美国营销协会annual marketing plan 年度营销计划assurance 保证attitudes of consumers 消费者态度availability 可获得性/供货能力awareness （产品）知晓度/知名度baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物交易basic physical needs 基本生理需要BCG Grow-Share Matrix 波士顿增长-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试blue collars 蓝领bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand's equity 品牌的价值break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度breath or diversity of product lines 产品线的宽度或多样性bribery 贿赂British Airways 英国航空公司brokers 经纪人budgeting 预算bundle 捆绑Bureau of Census 人口统计局busines strength rating 商业能力评分business plan 商业计划business position 经营地位business sector 商业部门business services markets 商业服务市场business strategies 经营战略business unit strategy 经营单位战略buyback allowances 回购折让buyback arrangements 产品返销buyers' bargaining power 买方的讨价还价能力buyers 采购者buying behavior 购买行为buying center 采购中心buying inertia 购买惯性buying intention 购买意图buying offices 连锁商店的进货中心buying power indes (BPI) 购买力指数buying situation 采购情况/类型buying task 采购任务capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商co-branding 联合品牌code of ethics （职业）道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition and industry evolution 竞争和行业演变competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive (supply-side) evolution 竞争（供方）演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conflict and resolution strategies 冲突和解决战略conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision-making 消费者（购买）决策consumer goods channels 消费品分销渠道Consumer Goods Pricing Act, USA 美国消费品定价法案consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变计划contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际贡献（贡献毛利）分析contributrion margin 边际贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性Cool Whip 清凉维普co-operative advertising 合作性广告co-ordination and conflict resolution 协调与冲突解决co-production 合作生产core benefit proposition (CBP) 核心利益方案/提议corollary-data method 推定数据法corporate HQ 公司总部corporate scope 公司（经营）范围corporate strategy 公司战略corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本领先战略cost of capital 资本成本cost of goods sold (COGS) 产品销售成本cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益costs of competitors 竞争者成本costs of distribution 分销成本countertrade 对等贸易coupons 优惠券courtesy 礼貌coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析customer contact 顾客接触customer demand 顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务customer-oriented pricing 顾客导向定价法customers' perception 顾客感知customers' preferences 顾客偏好customers' price sensitivity 顾客的价格敏感度customizing 定制data collection 数据收集data confidentiality 数据保密data research 数据研究data sources 数据来源dealers 经销商deceptive advertisements 欺骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间delivery 配送demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性deregulation 放松管制derived demand 衍生需求descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素different responses 差别反应differentiated defender strategy 差异化防御战略differentiated marketing 差异化营销differentiation over time 不同时间的差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接成本盈利性分析direct mail 直接邮寄direct marketing via advertising media 通过广告媒体的直接营销direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略discriminant analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型display space 陈列空间disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store (private lables) brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利dogs 瘦狗类domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃产品dry cleaning 干洗dual/two channel distribution systems 双重分销系统duplication （媒体）重复DuPont 杜邦公司durability 耐用性early vs late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权economies of scale 规模经济education services 教育服务effectiveness 有效性efficiency 效率emergency goods 急需品emotional appeals 情感诉求empathy 移情作用empirical evidence 经验性实例empowerment 授权encoding 编码end use 最终使用endorsement 赞同engineering （产品）工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit （公司）伦理审计ethics of marketing 营销伦理道德ethnic composition 种族构成European Community 欧共体evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助event 活动everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演变exchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展示广告媒体existing market 现有市场exit barriers 退出壁垒expansion path 扩张途径expectation measures （顾客）预期测度expectations of customers 顾客期望expected unit sales 预计产量expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power 专长权exploratory research 探索性研究export agents 出口代理（商）export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额external data sources 外部数据来源external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法facilitating agencies 辅助/中介机构factor analysis 因素分析法fads 时尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构farm products 农产品fast-moving consumer goods (FMCG) 快速变动的消费品fear appeals 恐惧/顾虑诉求features 特征Federal Department Stores 联邦百货商店Federal Trade Code （FTC) 联邦贸易法案FedEx (Federal Express) 联邦快递feedback data 反馈数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 结实度与外观fixed costs 固定成本fixed salary 固定工资flanker strategy 侧翼进攻战略flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织结构FOB origin pricing FOB产地定价法focus strategy 集中战略followers 追随者Ford 福特公司foreign middlemen 国外中间商forestry 林业formalization 形式/规范化formulate 制定fortress/position-defence strategy 防御堡垒战略Fortune 《财富》杂志forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费电话号码free goods 免费商品freight-absorption pricing 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全成本盈利性分析full-service wholesalers 全方位服务的批发商functional competencies and resource allocation 职能能力与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织结构functional performance 功能性能functional strategy 职能战略games 比赛gap 差距gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Electric (GE) 通用电气General Foods Corporation 通用食品general merchandise discount chains 大众商品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍Gillette 吉列剔须刀global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场globalization 全球化global-market expansion 全球市场扩张goals 总目标going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market 灰色市场gross domestic product (GDP) 国内生产总值gross margin 毛利gross national product (GNP) 国民生产总值gross profit 毛利gross rating points (GRPs) 总级别指数group/category product manager 类别产品经理growing markets 成长市场growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场领导者的市场增长战略growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保guarantees 保证Gucci 古琦（世界著名时装品牌）Haagen-Dazs 哈根达斯hard technology 硬技术Harvard Business Review 《哈佛商业评论》harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations (HMOs) （美国）卫生保健组织heavy buyer 大客户Heileman Brewing CompanyHeinz 亨氏食品helpfulness 有益性Henkel 汉高Hertz 赫兹（美国汽车租赁巨头）Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share global strategy 高市场份额全球战略high-contact service system 高接触服务系统high-involvement product 高参与产品high-involvement purchase 高参与购买hight market share 高市场份额战略Hilton 希尔顿Holiday Inns 假日旅馆homogeneous market 同质市场Honda 本田household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技术idea generation 创意的产生/生成ideas for new products 新产品创意/构想idea-screening process 创意筛选过程identification of segments 识别细分市场Illinois Tool Works 伊利诺斯工具厂image pricing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs 营销计划的执行和控制implementation 实施improvements in or revisions of existing products 现有产品的改良或修正impulse buying 冲动购买impulse goods 冲动购买品incentives 激励income 收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析individual brand 个别品牌individual value 个人价值industrial goods & services 工业产品和服务industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务地位矩阵industry dynamics 产业动态industry evaluation 产业评估industry evolution 产业演变inelastic 缺乏价格弹性influencers 影响者infocommunications industry 信息通信行业infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术information 信息informative 告知性的ingredient 成份in-home personal interview 个人家庭访谈in-house use tests 内部使用测试innovation 创新innovativeness 创新性installation 设施in-store display 店内展示in-store positioning 店内布局in-store promotion 店内促销intangibles 无形integrated marketing communication plan (IMC) 整合营销传播计划integration of perception 感知整合integration 整合Intel 因特尔intensity of market position 市场地位的集中程度intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多目标市场间的相互作用interactive media 交互式媒体interest rates 利率internal data sources 内部数据来源internal marketing 内部营销internal organizational structure 内部组织结构international advertising 国际广告international channels 国际分销渠道international division 国际分部international marketing 国际营销international organizational design 国际组织设计internationalization of services 服务的国际化introductory stage of product life cycle 产品生命周期的推出阶段inventory level 库存水平investor relations advertising 投资关系广告issue advertising 观点广告jobbers 批发商Johnson & Johnson 强生joint ventures 合资jury of executive opinion 行政管理人员群体意见法just noticeable difference (JND) 恰巧注意到的差异just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及key account management 主要客户管理key accounts 关键客户key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户laboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构legal services 法律服务legislation 立法legitimate power 法定权level of compensation 酬金水平level of technical sophistication 技术的复杂程度Levi Strauss 李维·史特劳斯Levi's 列维斯（全球最大的牛仔服制造商）lexicographic model 词典编纂模型lifestyle 生活方式limited-service wholesalers 有限服务的批发商line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Lloyd's of London 伦敦劳埃德保险公司localizaiton strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistical alliances 后勤联盟long-term memory 长期记忆lost customer 失去的顾客Louis Vuitton 路易·威登（法国著名时尚品牌）low-contact service system 低接触服务系统low-cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构macro risks 宏观风险macroenvironment 宏观环境macrosegmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额maintenance strategy 保持战略management overhead 管理费mandatory adaptation 强制性适应manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表manufacturers' export agents (MEA) 制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构manufacturing process 制造过程manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引力因素market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务地位矩阵market circumstances 市场环境market demorgraphics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略market exclusion 市场排斥market expansion strategy 市场扩张战略market factors 市场因素market followers 市场跟随者market growth rate 市场增长率market hirarchy 市场等级market inclusion 市场纳入market leaders 市场领导者market measurement 市场测量market opportunity analysis 市场机会分析market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场market segmentation 市场细分market share 市场份额market targeting 目标市场选择market 市场marketability 市场开拓能力market-entry strategies 市场进入战略marketing action plan 营销行动计划marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems (MDSS) 营销决策支持系统marketing environment audit 营销环境审计marketing flows and functions 营销过程和职能marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合marketing policy 营销策略marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划内容marketing program 营销计划/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格Marlboro 万宝路Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构Matsushita 日本松下电子mature conformists 成熟的随大流者mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司（前世界通信公司）MDSS (Marketing-Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫生服务Medico Containment Servicesmemory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰Mercer Management Consulting 美国美智管理顾问公司merchandising 推销merchant middlemen 国内贸易中间商merchant wholesalers 商业批发商message structure 信息结构Michael Porter 迈克尔-波特micro risks 微观风险microsegmentatioin 微观细分Miller Tyding ACT, USA 米勒·泰丁法案minging 矿业Minnesota Mining and Manufacturing Company (3M) 明尼苏达矿业和制造公司Minolta 美能达miscellaneous sources 多方面来源mission 宗旨missionary selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购monosegment positioning 单一细分市场定位Monsanto 孟山都农业生物技术公司moral appeals 伦理/道德诉求morals 道德Motorola 摩托罗拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售multinational coporations (MNCs) 跨国公司multiple test markets 多测试市场multiple-brand strategy 多品牌战略multiple-factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任national account management 全国性客户管理national market 国内市场National Semiconductor 美国国家半导体公司natural products 天然产品NEC 日本电子Nescafé 雀巢咖啡Nestlé 雀巢net sales 净销售额network computer (NC) 网络计算机new business selling 新业务销售new buy 购入新产品new entrants 新进入者new markets 新市场new materials 新材料New Prod screening model 新普罗德筛选模型new product lines 新产品线new products 新产品new-product development 新产品开发new-product ideas 新产品创意Newsweek 《新闻周刊》new-task buying 全新采购new-to-the-world products 世界性新产品niche penetration strategy 壁龛/机会市场渗透战略niche-market strategy 壁龛市场战略Nike 耐克Nissan 尼桑no-brand brand name 无品牌的品牌名称no-frills product 无虚饰产品noise in communication system 传播系统中的噪音non-financial rewards 非物质性奖励措施non-probability sampling 非概率抽样non-profit organization 非盈利组织non-store retailing 无店铺零售业number of stockouts 迟滞数目object-and-task method of promotion budgeting 目标-任务促销预算法objectives and strategy area audit 目标与战略领域的审计objectives 具体目标observation 观察法occupancy costs 房屋占用成本occupation/position 职业/职位odd pricing 奇/余数定价法OEM (original equipment manufacturer) 原始设备制造商oeverall quality 总体质量off-invoice discounts 发票之外的折扣offsets 抵消交易Omega 欧米加on-air testing 广播测试OPEC (Organization of Petroleum Exporting Countries) 欧佩克（石油输出国组织）opening relationships 建立关系operating supplies 生产供应品operational excellence 运作管理水平opinion leaders 意见领导者opportunity cost 机会成本opportunity identification 机会识别opportunity/threat matrix 机会/威胁矩阵order cycle time 订货周期order processing 订单处理organisational level 组织层次organizaitonal requirement planning 组织需求计划organization area audit 组织领域的审计organization buying center 组织采购中心organizational customer 组织顾客organizational direct selling 组织直销organizational markets 组织市场organizational purchasing 组织采购organzational structure 组织结构outdoor enthusiasts 户外运动爱好者out-of-home media 户外广告媒体overall cost leadership 全面成本领先overheads 日常开支overseas direct investment 海外直接投资ownership of new product 新产品所有权packaging 包装panel of experts 专家小组parentage 渊源parties involved 交换中的各方payment terms 支付条款pay-off control 支出控制penetration pricing 渗透定价Pepsi-Cola 百事可乐perceived customer value 顾客感知价值perceived quality 感知到的质量perceived value 感知到的价值percentage of sales promotion budgeting method 销售额百分比促销预算法perceptions of consumers 消费者感知/理解perceptual (product) pisitioning 感知（产品）定位perceptual map 感知图perceptual organization 感知组织perceptual vigilance 感性的警惕performance dimension 业绩标准performance evaluation 业绩评估performance measures 表现/业绩测度performance objective 绩效目标performance standards 绩效标准performance 功能perishability 非持久性personal selling 人员推销personal sources 个人的信息来源personnel development 人力资源开发persuasive 说服性的pharmaceuticals industry 医药行业physical (product) positioning 物理（产品）定位physical descriptors 物理变量physical distribution 实物分销Pillsbury 皮尔斯博瑞pioneers 先入者Pizza Hut 必胜客place utility 地点效用planning and control system area audit 计划与控制系统领域的审计point of sale information 销售点信息point-of-purhcase (POP) promotion 采购点促销point-of-sales (POS) data 销售点数据pontificator 保守派popularity 通用性population trends 人口趋势portfolio models for resource allocation 资源配置的资产组合模式position intensity 地位集中程度positioning 定位possession utility 拥有效用post-purchase dissonance 购买后的不协调post-purchase evaluation 购买后评估post-purchase/after-sale service 售后服务potential advantages 潜在优势potential customer 潜在顾客potential market 潜在市场potential target market 潜在目标市场power in distribution 分销权力power of buyers 购买者能力power of suppliers 供应商能力predatory pricing 掠夺性定价法pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇premiums 额外奖励present competitors 现有的竞争者presenting sales message 提供销售信息pre-test market research 测试前市场研究price discrimination 价格歧视price elasticity of demand 需求的价格弹性price fixing 价格设定price leaders 价格领导者price lining 价格排列定价法price promotion 价格促销price quotation 报价price sensitivity 价格敏感度price structure 价格结构price 价格price/earnings ration 价格/收益比price-off promotions 降价促销price-setting process 定价过程pricing adjustments 定价调整pricing policies 价格策略pricing 定价primary demand 基本需求primary sources 第一类/主要数据print media 印刷媒体private/for-profit organization 私营/盈利性组织PRIZM (Potential Rating Index for Zip Markets) 按邮政区划为基础的潜力等级指数proactive new-product development strategy 进取型新产品开发战略probability sampling 概率抽样problem formulation 界定问题problem identificatioin 确定问题process management 过程管理Procter & Gamble (P&G) 宝洁公司product line 产品线product availability 产品的可获得性product category 产品类别product class 产品类别product decisions 产品决策product design 产品设计product development 产品开发product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share 产品倾向份额product leadership 产品领导能力product life cycle (PLC) 产品生命周期product life cycle curve 产品生命周期曲线product line 产品线product manager audit 产品经理审计product offering 供应品product organizaiton of salesforce 按产品组织销售队伍product policies 产品策略product positioning 产品定位product quality 产品质量product scope 产品范围product space 产品位置product specifications 产品规格product systems 产品体系product type 产品类型product usage 产品用途product 产品product(ion)-oriented organization 产品/生产导向型组织production 生产product-line pricing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征product-use testing 产品使用测试pro-environment 环保profit impact of market strategy (PIMS) 市场战略的利润影响profitability analysis 盈利性分析profitability 盈利性/盈利能力profitable survivor strategy 有利可图的生存者战略project-company resource compatibility 项目与公司资源的协调性projected profit-and-loss statement 预计损益表projective tests 投影测试promotion decisions 促销决策promotion mix 促销组合promotion policies 促销策略promotion 促销promotional allowance 促销折让promotional effort 促销努力promotional pricing 促销定价promptness 及时性propector strategy 探索型战略prospecting for customers 寻找顾客psychographics 心理统计特征psychological cost 心理成本psychological pricing 心理定价法。
REVISION QUESTIONS 1 TO 111) What is marketing?13) What is societal marketing?25) What is product development?37) What is marketing analysis?49) Who are intermediaries?61) What is competitive intelligence?73) What is culture?85) What are the stages in new product acceptance?97) What are services?109) what is brand equity?121) what does it mean “to break even”What is marketing?•The process by which companies create value for customers and build strong relationships with them in order to capture value from them in return.•HOW?•Give them what they want.•What do they want?•SatisfactionWhat is societal marketing?•The decisions made should consider the consumers wants, the companies’needs, and the long term interests of both consumer and society.What is product development?•A strategy of company growth by modifying, or offering, new products to existing market segments.•Increase the number of products to increase market share.What is marketing analysis?•Reviewing the company’s situation•Review of its markets and the marketing environment•Find opportunities•Avoid threats•Determine strengths and weaknesses•Determine the best action at this time for this companyWho are intermediaries?•Firms that help to promote, sell and distribute your goods to your customers•Including•Retailers, wholesalers•Logistic companies•Agencies•Banks etc.What is marketing intelligence?•The systematic collection of publicly available information about your competitors and developments in the marketing environmentWhat is culture?•Basic values, perceptions wants and behavior learnt from family, schools and society in general.What are the 5 stages in product acceptance? •Awareness•Interest•Evaluation•Trial•AdoptionWhat are services?•Activities or benefits offered, that are intangible and does not result in the ownership of anythingWhat is brand equity?•The positive response that a product or service gets by the name being known to the customers.•How is it measured?•How much extra you will pay for a product just for the nameWhat is “to break even?”•At a point when you no longer make a loss but don’t make a profit.•If you play cards for money and you win 100 Yuan and you keep playing and lose 100 Yuan, you break even.REVISION QUESTIONS 12 TO 232) What is marketing process?14) What is customer relations management?26) What is market penetration?38) What is ROI?50) What is demography?62) What is market research?74) What is consumer buying behavior?86) What are the main segments of the market place?98) What are consumer products?110) what is line extension?122) what is value based pricing?What is the marketing process?•Understand the marketplace and customer needs and wants •Design a customer driven marketing strategy•Construct a program that delivers superior valueBuild profitable relationships, create customer delightCapture value in return.What is customer relations management?•The process of building and maintaining profitable customer relations by delivering superior customer value and satisfactionWhat is market penetration?•A strategy to increase sales of the same product in the same market segment without changing the productWhat is ROI?•Return on (marketing) investment•The money that is put into the company (investment)•The extra profit a company makes through this investment (return) What is demography?•The study of people in terms size, age, location, gender, race, density, occupations etc.•Categorizing people into identifiable segments. (pigeon holing) What is marketing research?•The systematic,•design,•collection,•analysis and•reporting of information•Relevant to a specific situation facing an organization.What is consumer buying behavior?•The buying behavior of end users (consumers)•Where do they do this?•In the consumer marketWhat are the main segments in the marketplace? •Geographic Where•Demographic People•Psychographic Culture etc.•Behavioral When and whyWhat are consumer products?•Products bought by the end user (consumer) for their own consumptionWhat is line extension?Small changes to existing products•Taste, size etc.•Keep existing customers by giving more choice•Attracting new customers by giving something differentWhat is value based pricing?•Setting price based on the customers perception of value rather than sellers costs.•How much will the customer pay•Moon cakes 2 RMB or 700RMB•Trainers 10 RMB or 2000 RMB•Beer 5 RMB or 45 RMB (Same brand)REVISION QUESTIONS 24 TO 353) What are needs?15) What is customer satisfaction?27) What is downsizing?39) What is market development?51) How can changes in demography affect buying patterns?63) What is primary data?75) What are subcultures?87) What is needed for effective segmentation?99) What are convenience products?111) what is brand extension?123) What is competition based pricing?What are needs?•The feeling of deprivation.•What you must have to survive.•A very strong urge of having to have the same as someone else or better.•Addiction The physical and psychological•Affects of drugs and habits.What is customer satisfaction?•The product’s perceived performance and the customer’s expectations •If this is in balance = satisfaction•If the product is better than expectation = delight•If the product is worse than expectation = customer complaints and customer lossWhat is downsizing?•Reducing the business portfolio by eliminating products or business units that are no longer profitable or do not fit the companies overall strategy.•Selling or letting products die, releasing funds for other projects, or the long term survival of the business.What is market development?•Identifying and developing new market segments with existing products.•E.g. Geographic, selling your product locally > regionally > nationally > globallyHow can changes to the demography change buying patterns?•Think China•1 child policy the general population will become older (more boys than girls)•Incomes are becoming higher. More goods better quality.•More people moving to the cities•Expectations for the future are higher•Etc.What is primary data?•Information collected for a specific purpose (does not exist) •Observational (watching)•Surveys (asking)•Experimental (looking for reactions)What are subcultures?•Groups of people with shared values (ideas) based on common experiences•Religion•Sexuality•Music•Lifestyle•Culture•Etc.What are the steps in market segmentation, targeting and positioning?•Identify bases for segmentation•Develop segment profiles•Meas ure segment’s attractiveness•Select target segments•Develop positioning for target segment•Develop marketing mix for each segmentWhat are convenience products?•Habitual purchases•Little comparison•Little effort•Low prices•Available everywhere•Mass production Mass marketingWhat is brand extension?•Using a successful brand to launch a new or modified product in a different market category.What is competition based pricing？•Price is based on the price the competition charges.•Also known as “the going rate”Revision Questions 36 to 454) What are wants?16) What is partner relationship management?28) What is the value chain?40)What is diversification?52)How do financial publics impact a company?64)What is secondary data?76)What are social classes?88)What is niche marketing?100)What are specialty products?112)What is internal marketing?What are wants?•A form of need•Shaped by culture and personality•Based on tasteWhat is partner relationships management?•Working with others inside or outside the company to increase the value to the customerWhat is the value chain?•All company departments working together to create better value for the customer•From design of the product to its deliveryWhat is diversification?•Growing by either starting new businesses or taking over existing ones outside its own business.•Usually to add value to existing products offered to consumers •Takeovers can be cheaper than starting up new businessesHow do financial publics impact on companies?•The company’s ability to raise money for investment•Banks•Investment houses•stockholdersWhat is secondary data?•Data that already exists having been collected for another purpose What are social classes?•Relatively permanent and ordered divisions in society whose members share similar values, interests and behavior•Based on;•Occupation, income•Education•Wealth•Old money, new money, no moneyWhat is niche marketing?•A market that is large enough to mar ket that the larger players haven’t gone into.•To have a large share of a relatively small marketWhat are specialty products?•Unique products or brand identification•Special effort by the buyer•High price•Low production•Luxury goodsWhat is internal marketing?•Training and motivating all it is customer –contacts and supporting staff to work as a team to provide customer satisfaction.•To break down the traditional departmental barriers and class system within the companyREVISION QUESTIONS 46 TO 555)What are demands?17)What is customer equity?29)Who are the value delivery network?41)What is product development?53)How can the media affect a company?65)What are online data bases?77)What is lifestyle?89)What are the steps in target marketing?101)What are unsought products?113)What is interactive marketing?What are demands?•Wants and needs backed by the ability to payWhat is customer equity?•Customer value•The value of all the purchases that a customer could make over a life•The total combined custom er value of all of the company’s customersWho is the value delivery network?•A combination of the company, suppliers, distributors and customers who work together to improve the performance of the whole systemWhat is product development?•Offering the targeted consumer either modified or new productsHow can the media affect the company?•Advertising•News of the company or its products (free)•Good news, company profits are rising•May cause unrest among the employees•Bad news, company products unsafe, using children to produce its products. •May cause concerns among its customersWhat are online data bases?•Computerized collections of secondary information available from commercial or free websites.What is lifestyle?•A persons pattern of living as expressed in their activities, interests and opinions. •Rich - skiing•Poor - football•Rich - art, culture•Poor - television, mass entertainment•Rich - opinionated•Poor - don’t careWhat is target marketing?•The process of evaluating the attractiveness of each market segment and selecting 1 or more to enterWhat are unsought products?•Unknown or unwanted products•Aggressive sales techniques•Some products of dubious value•Life insurance – you pay, you die, someone else gets rich•Time share – paying in advance for all your holidays but time and place are fixed What is interactive marketing?•The importance of customer – seller interaction in regards to perceived service qualityREVISION QUESTIONS 56 TO 656)What does marketing offer consumers?18)What is market share?30)What is market segmentation?42)What are value chains?54)What are trends?66)How is primary data collected (3)?78)What are the psychological factors in buying behavior (4)?90)What are the divisions in user status (5)?102)What are industrial products?114) What is price?WHAT DOES MARKETING OFFER CONSUMERS? •PRODUCTS•SERVICES•EXPERIENCES•INFORMATIONWHAT IS MARKET SHARE?•THE TOTAL AMOUNT OF 1 BRAND OR PRODUCTS SALES COMPARED TO ALL OTHER SIMILAR BRANDS OR PRODUCTS•THE BRAND THAT SELLS THE MOST IS THE MARKET LEADERWHAT IS MARKET SEGMENTATION?•DIVIDING THE MARKET INTO DISTINCT GROUPS OF BUYERS WITH DISTINCT NEEDS,CHARACTERISTICS OR BEHAVIOR AND MAY REQUIRE SEPARATE PRODUCTS OR MARKETING MIXESWHAT ARE VALUE CHAINS?•THE DEPARTMENTS THAT CARRY OUT VALUE CREATING ACTIVITIES TO DESIGN, PRODUCE, MARKET, DELIVER AND SUPPORT A FIRMS PRODUCT WHAT ARE TRENDS•A CHANGE OR DEVELOPMENT TOWARDS SOMETHING NEW OR DIFFERENT HOW IS PRIMARY DATA COLLECTED? •OBSERVATION (WATCHING)•SURVEYS (ASKING)•EXPERIMENTAL (GIVING SOMETHING AND WATCHING THE REACTION) WHAT ARE THE PSYCHOLOGICAL FACTORS IN BUYING BEHAVIOR?•MOTIVATION•PERCEPTION•LEARNING•BELIEFS AND ATTITUDESWHAT ARE THE DIVISIONS IN USER STATUS?•NON-USER•EX-USER•POTENTIAL USER•1ST. TIME USER•REGULAR USERSWHAT ARE INDUSTRIAL PRODUCTS?•PRODUCTS USED IN BUSINESSWHAT IS PRICE?•THE AMOUNT OF MONEY CHARGED FOR A PRODUCT OR SERVICE REVISION QUESTIONS 66 TO 757)What are markets?19)What is strategic planning?31)What are market segments?43)What are value delivery networks?55)What is input?67)What is a sampling plan?79)What are drives?91)What is GDP?103)What is organizational marketing?115)What is dynamic pricing?What are markets?•Buyers and potential buyers for a product or serviceWhat is strategic planning?•The process of building and maintaining a strategic fit between the organization’s goals and changing marketing opportunities•Mission statement•Objectives•Effective portfolio•Coordinates functional strategiesWhat are market segments?•A group of consumers who respond in a similar way to a given set of marketing effortsWhat are value delivery networks?•A network made up of the company, suppliers, distributors and ultimately the customer who in partnership improve the performance of the whole system What is input?•What is put into the system•Information•Money•IdeasWhat is a sample?•A small section of the population selected to represent the population as a whole. •A small amount of a product offered to customers as a trial.What are drives?•A motive or need that is so strong as to direct a person to seek satisfaction •Internal forceWhat is G.D.P.•Gross Domestic Product.•All the money spent in a country in 1 yearWhat is organizational marketing?•Companies use corporate image to advertise themselves•Rarely for consumers•Mostly for publicsWhat is dynamic pricing?•Charging different prices depending on different customers or situations •Quantity of a given product•Equity of the customer•Buyers market (plenty)•Sellers market (shortage)REVISION QUESTIONS 76 TO 858)What is marketing management?20)What is a mission statement?32)What is target marketing?44)What are marketing strategies?……56)What is output?68)Why is the phrasing and structure of a questionnaire so important?80)What is perception?104)What is social marketing?116)What is target costing?What is marketing management?•Choosing target markets and building profitable relationships with them. What is a mission statement?•A statement of an organization’s purpose•What it wants to achieve in the larger environmentWhat is target marketing?The process of evaluating each market segment’s attractiveness and selecting 1 or more to enterWhat is output•The amount of something that is produced.•Measured by hour, day, week or yearWhy is the phrasing and structure of a questionnaire important?•To achieve the correct answer to the question•Can the question be open to interpretation•Is prior knowledge needed to answer the question•Is the answer given as a result of the preceding questionsWhat is perception?•The process by which people select, organize, and interpret information to form a meaningful picture of the worldWhat is social marketing?•The design, implementation and control of programs seeking to increase the acceptability of a social idea, cause or practice among a target groupWhat is target costing?•Pricing that start with an ideal selling price, and then targets costs to meet that price•If the ideal selling price is 100 RMB than costs including profit margin cannot exceed that priceREVISION QUESTIONS 86 TO 959)What is the production concept?21)What is a business portfolio?……33)What is market positioning?45)Who are the micro-environment?57)How can the natural environment affect business?69)What is the market research process?81)How do we learn (4)?93)What are value propositions?105)What is product quality?117)What are fixed costs?What is the production concept?•Consumers will favor products that are available and highly affordable •Make many - high production•Sell cheap – low price•Sell many – high turnover•Low profit margin per unit•Risks, small reductions in production can cause big reduction in profitsWho are the micro-environment?•The company•Suppliers•Intermediaries•Competitors•Publics•CustomersHow Can the natural environment affect business? •Demand higher than supply (higher prices)•Pollution (higher costs in reducing pollution, costs involved in cleaning the environment, think how much money it is costing to clean Beijing for the Olympics) •Attitudes, economic growth is better than a clean environment (government, companies and individuals)What is the market research process?•Define the problem and or objectives•Must be clear and simple (easy to understand by all concerned)•Develop a research plan. (how to collect the information needed) •Implement (do it)•Interpret (make the results easy to understand)•reportHow do we learn?•Driv es (internal strong need, l earning to talk)•Stimuli (external, strong, learning to walk)•Cues ( external, minor, the smell of food)•Responses (the use of given information to you)•Reinforcement (repetition, rewards and punishment)What are value propositions?•The full positioning and benefits of a brand upon which it is positioned in the market•Less for much less (1 moon cake 2RMB)•The same for less•More for less•More for the same•More for much more (5 moon cakes 600RMB)What is product quality?•The ability of a product to perform its function.•Durability (how long does it last)•Reliability (How often does it not work)•Precision (Quality)•Ease of operation and repairs (idiot proof)What are fixed costs?•Costs that do not change, are not dependant on production•Wages•Inventory (everything a company buys or leases in the making of the business) •High technological machinery•Supplying water to the employees•Power supplyREVISION QUESTIONS 96 TO 10510)What is the product concept?22)Why is it important to analyze the portfolio?34)What is the marketing mix?46)Who are the macro-environment?58)Why is research and development so important?70)What does implementation of a research plan involve?82)What are attitudes?94)What is competitive advantage?106)What is a brand?118)What are variable costs?WHAT IS THE PRODUCT CONCEPT?•The idea that consumers will favour products that offer the most quality, performance and features and therefore the product should be continuously improved•High quality•High price•Will sell itselfWhy is it important to analyze the portfolio?•To evaluate the products and businesses making up the company•Match the customer with the product•Removing poor performing businesses•Investing more in high performing onesWhat is the marketing mix?•Also known as the 4 P’s•Product•Place•PromotionWho are the macro-environment?•Demographic (people)•Economic (money)•Natural (resources, disasters)•Technological (inventions, innovations)•Political (government)•Culture (beliefs and attitudes)Why is research and development so important? •Product life cycle (product dies)•Competitors can make a better product•Phillips invented the CD and player•Phillips CD players are not the best•Also invented the first video recorders•The product becomes obsolete•MP3, Typewriters, word processors, VCRWhat does the implementation of a research plan involve?•Collecting and analyzing;•Secondary data (already exists)•Primary data (new information)•Observation (watching e.g. Cameras)•Surveys (asking questions)•Experimental (watching reactions to given cues)What are attitudes?•A person’s consistently (un) favorable evaluations, feelings and tendencies towards an object or an idea or group of people. (race, nationality or social class) •Formed from the moment they are born•Almost impossible to change•Based on beliefs, perceptions, learning and the opinions of othersWhat is competitive advantage?•An advantage over competitors gained by offering greater value though lower prices or more benefits that justify higher pricesWhat is a brand?•A name a logo (sign, design, symbol, term) or a combination of these to identify and differentiate their products from their competitors.•If the brand is strong it will become the name of the product•Biro – all ball point pens•Coke –all Cola’s•Fridgerdaire – all Fridges•Hoover – all vacuum cleanersWhat are variable costs?•Costs that rise dependant on how many products are made.•Raw materials•Parts produced by the supplier.•Remember the more you buy, usually, the cheaper the unit price is•Fixed costs, wages, electricity and the inventory (everything the company owns or leases)REVISION QUESTIONS 106 TO 11511)What is the selling concept?23)What is diversification?35)What are the 4P’s?47)What is the difference between the micro and macro-environments?59)What is MIS?71)What is consumer buying behavior?83)What are the 4 types of buying decision?95)What is customizing?107)What is packaging?119)What is price elasticity?What is the selling concept?•Consumers will not buy enough of a product unless there is a large scale advertising and promotional effort.•High volume (mass production or bulk buying)•High advertising costs•Everyday the lowest price (promotions / sales)•Low unit profit marginWhat is diversification?•A strategy for growth by either starting up or acquiring businesses outside its current business or products•To improve on (enhance) their own product•To be open to new opportunities in other areas•Buying businesses - buying expertise, brand•Starting new businesses - inventing the wheelWhat are the 4 P’s•Also known as the marketing mix•Product•Promotion•Place•PriceWhat is the difference between the macro and micro-environments?•The micro-environment affects the company directly•The macro- environment affects it and all of us indirectlyWhat is MIS•Marketing information system•People, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers What is consumer buying behavior?•The buying behavior of consumers, individuals or households, of products and services for final consumption or use.What are types of buying decisions?•Complex: high price, high involvement, high perceived differences between brands•Dissonance reducing: high involvement, less perceived differences between brands•Habitual: low involvement, little difference between brands•Variety seeking: low involvement, high differences between brandsWhat is customizing•Tailoring the product or service to the needs and preferences of individual customers•Product uniqueness higher price•Also used in mass marketing where the product stays the same, e.g. a car but the interior may change to suit individual customers, no change in price but choice is limited and standardizedWhat is packaging?•The design and producing the container or wrapper for a product•The packaging is the 1st positioning tool•How the packaging is perceived is whether it will be bought or not. Does it standout among the rest.•How it is packaged will determine its value.•2 RMB or 600 RMB or moon cakesWhat is price elasticity?•A measure of how demand changes to changes in price•By raising or lowering prices how big is the drop or rise in demand•If the change in demand is small, the price inelastic (not a major reason for buying the product). If the change is large, the price is elastic and a major factor in buying the productREVISION QUESTIONS 116 TO 12512)What is the marketing concept?24)What is market penetration?36)What are the 4 C’s48)What do suppliers supply?60)What are internal data bases?72)What are consumer markets84)What is the consumer buying decision process?96)What is a product?108)What is a product line?120)What is cost based pricing?What is the marketing concept?•Only by knowing the needs and wants of target markets and delivering the desired satisfaction better than our competitors do, can we achieve the organizations goals.What is market penetration?•A strategy to increase sales of current products to currant markets without changing the product.•Increase availability•Increase choice of products•Offer discount cards•Offer gift vouchersWhat are the 4 C’s•Customer solution product•customer cost price•Convenience place•Communication promotionWhat do suppliers supply?All the resources needed by the companyMachineryParts for the finished productRaw materialsOffice equipment and sundriesWaterElectricityEtc.What is an internal data base?•Electronic collections of information obtained from within the company •Suppliers•CustomersWhat are consumer markets?•All individuals and households who buy goods and services for personal consumptionWhat is the buyers decision process?•Recognize a need•Information search•Evaluate alternative solutions•Purchase decision•Post purchase behavior•need satisfied tell others•All the available products could not resolve the need completely the 1 bought will not give satisfaction or delight but could create frustration and dissatisfaction and tell othersWhat is a product•Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a need or wantWhat is a product line?•A group of products closely related in function or sold to the same consumers, in the same types of shops at relatively the same price•Fruit•Vegetables•Meat•ToothpasteWhat is cost based pricing?•The price is based on cost price•The price of the product is•Fixed costs + variable costs = total cost +•A percentage of the total cost as mark up or profit to reach the selling price •FC + VC = TC + mark up% = PRICE。
