Chapter 9__ Product life cycle

CHAPTER FOURDiscussion Questions1.What differences in the retail environment may justify the fact that the fast-moving consumer goods supply chain in India has far more distributors than it has in the United States?India is a land of shopkeepers selling to over a billion consumers. The number of retailers has been put at between 10 and 50 million. India is becominglyincreasingly Westernized, but it will be quite a while (if not forever) beforeshopkeepers are supplanted by large retailers. The sheer volume of small store owners requires a large number of distributors to service them. Distributors play an important role by aggregating last-mile delivery to the small shops and also aggregating collection of payables. The presence of distributors makes bothactivities much more efficient than they would be if each manufacturer had to perform both activities for all small shops. Poor infrastructure, although notentirely a retail concern, is another reason why India may need far moredistributors than in the United States.The younger generation in India, particularly the IT-rich areas of Bangalore and Chennai, have far higher disposable income than the older generation and the rest of the country. These young workers have very different retail habits and arecausing changes in India’s shoppin g and supply chain needs.2. A specialty chemical company is considering expanding its operations into Brazil,where five companies dominate the consumption of specialty chemicals. What sort of distribution network should this company use?If the expansion into Brazil is merely a sales operation, then distributor storage with last-mile delivery is the best network design. If the expanded operationsinclude manufacturing capabilities, then manufacturer storage with directshipping is a strong possibility. Given the nature of the product, package carrier delivery is not an option and retail storage with customer pickup is out of thequestion since this is a B2B scenario. In-transit merge would be an option only if the manufacturer established a network of plants in Brazil, perhaps focusedfactories relatively close to each customer.The chemical company has only five customers to serve; it would not require too large an investment in logistical infrastructure to effectively serve all five without intervention by a distributor. Their short supply chain would be easier tocoordinate due to the stable demands and information sharing that is possible in a B2B scenario.3. A distributor has heard that one of the major manufacturers from which it buys isconsidering going direct to the consumer. What can the distributor do about this?What advantages can it offer the manufacturer that the manufacturer is unlikely to be able to reproduce?The two supply network designs that the distributor can propose to counter them anufacturer’s proposal are the distributor storage with package carrier delivery and the distributor storage with last-mile delivery. Both of these counter-proposals offer higher-order visibility for the customer while having simplerinformation infrastructure than with manufacturer storage. The response time for both is excellent, and the customer experience is also superior to the direct model.If the manufacturer is trying to provide excellent customer service, the increased costs in transportation and potentially higher levels of inventory may beacceptable tradeoffs.4.What types of distribution networks are typically best suited for commodity items?For B2C settings, commodity items are available from many sources, andcustomers expect them to be delivered quickly; if a supply chain can’t beresponsive, the customers will move on to the next source. A distribution network designed for retail storage with customer pickup achieves quick response forhigh-demand, low-variety products. Other commodity products can be effectively distributed using distributor storage with last-mile delivery, which is also suited for high-demand, quick-response products.For B2B customers, commodity products are typically purchased in largequantities and can often be delivered directly from the manufacturer to thecustomer.5.What type of distribution network is best suited to highly differentiated products?The networks that are best suited to highly differentiated products are themanufacturer storage with direct shipping and the manufacturer storage with in-transit merge. Both approaches have the ability to aggregate inventories andpostpone product customization, which would help support a wider variety ofproducts.6.In the future, do you see the value added by distributors decreasing, increasing, orstaying about the same?It is doubtful that value added by distributors will decrease over time (at least as long as product variety keeps growing); the nature of competition in all areaswould suggest that distributors that add less value would be winnowed out. It is more likely that distributors will be asked to do more or may volunteer to do so asa means of differentiating themselves from the competition.7.Why has the online channel been more successful in the computer hardwareindustry compared with the grocery industry? In the future, how valuable is the online channel likely to be in the computer hardware industry?The computer hardware industry is selling a constantly changing product that is purchased on a per-household basis, less routinely than the commodity products that make up groceries. Computer hardware is also more expensive than grocery.A company like Dell can leverage the Internet as a marketing and distribution toolto advertise new capabilities and options before bricks-and-mortar retailers can.Dell also removes whatever intimidation (or frustration) factor might beexperienced by conversing with in-store sales representatives. Computers have a very high value to shipping cost ratio, so the increased shipping costs whencompared to a traditional store are negligible. Groceries have a much lower ratio;although in-store shoppers are incurring costs to pick up their groceries, thosecosts are hidden in comparison to the delivery charge on an itemized bill fromPeapod.The online channel will continue to be a valuable tool in the computer hardware industry but its value is likely to diminish as hardware platforms become more standardized with most of the customization occurring with software. Whereas Dell only sold to customers online in 2000, by 2017 it sold most of its computer hardware to consumers through third-party retailers.8.Is the online channel likely to be more beneficial in the early part or the maturepart of a product’s life cycle? Why?The online channel is more likely to be more beneficial in the early part of aproduct’s life cycle. Online channel strengths include flexible pricing, promotions, and product portfolios and greater speed in disseminating product information.The online channel also allows the aggregation of inventories, which is especially beneficial in the early phase of the life cycle when demand is uncertain. Later in the life cycle, a product is likely to be a commodity, which doesn’t play to thestrengths of this channel.9.Consider the sale of home improvement products at Home Depot or a chain ofhardware stores such as True Value. Which can extract the greatest benefit from adding the online channel? Why?Both entities and other hardware companies such as Ace are already online. An article titled “Home Depot’s Self-Improvement – Company Business andMarketing” by Eric Young in The Industry Standard, September 11, 2000,indicates that Home Depot is the last major player to go online, but brings thedeepest pockets. Those of us that have stood in line with the contractors realize that many of Home Depot’s items are ill-suited to a web enterprise and theclientele is equally ill-suited. Contractor sales are such a significant portion of Home Depot’s sales in comparison with the mix at True Value, that it is likely that True Value will ultimately benefit more from an e-commerce division.The article goes on to say,“Each chain is employing a slightly different e-commerce strategy. WhereasHome Depot wants its site to replicate its merchandise mix, True Value limits the number of items it offers online. For example, at True Value, Net shoppers won't find products most people need in a hurry, such as toilet-tank fix-it kits. “You're not going to wait three days to have it shipped so you can stop the water from dripping into your neighbor's apartment,” says Neil Hastie, CIO at. Also, these products are typically available at the local hardware store where customers can pick them up quickly.Ace Hardware, meanwhile, thinks bigger is better. Its site offers almosteverything in its stores, plus about 15,000 additional products. Ace'ssupplementary online offerings are a windfall from its investment in, a Web-based home improvement site that handles Ace's online sales. The two companies split online revenues. Ace joined forces with OurHouse to get a leg up in e-commerce. "We didn't want to be left in the starting gate," says Ken Nichols, a retail operations vice president for Ace.Waiting in the wings is Lowe's, the nation's second-largest home improvement chain. Like Home Depot, Lowe's wants to expand its online presence but isapproaching e-commerce slowly. Beginning in October, the retailer will offer a wide selection in a limited number of categories, such as hand tools andappliances. Lowe's will deliver Net orders directly to buyers or to the store closest to the customer, again like Home Depot.Meanwhile, Internet-only retailers are scrambling to win over customers, vowing to compete against offline chains in price and selection. CornerHardware, forexample, says it currently has 125,000 products available—three times thenumber available at an average Home Depot store.The pure Internet players acknowledge that they don’t have the brand recognition of Home Depot. But they hope to build their brands before Home Depot and the other brick-and-mortar stores establish a strong online presence. Still, it's not clear that any are benefiting from first-mover advantage. Already two Net pure-plays— and —have gone under.” sells books, music, electronics, software, toys, and homeimprovement products online. In which product category does going online offer the greatest advantage compared with a retail store chain? In which productcategory does the online channel offer the smallest advantage (or a potential cost disadvantage) compared with a retail store chain? Why?Amazon’s greatest online channel advantage comes from the sale of products that have high variety and are slow moving; they are able to list millions of book titles that a physical store cannot possibly carry on their shelves. Cost advantages for Amazon are few and far between; the item price to shipping cost ratio for books, music, and software is not as high as most consumers would prefer. WhileAmazon has a cost advantage relative to physical stores for slow-moving books, this advantage is reduced (or disappears) for best-selling books. Amazon certainly has no cost advantage with music and software. Both are readily sold over theInternet; it would behoove Amazon to partner with another Seattle-area company to make this the norm.Over time Amazon has added many other categories including electronics and clothing. In both instances, Amazon has a significant cost advantage for nicheproducts relative to brick-and-mortar stores. For fast-moving products, however, this advantage diminishes and in many cases disappears. For example, it isimpossible for Amazon to compete with Costco on price for fast-moving, low-value products such as detergent. In these instances, Amazon can compete forconvenience-sensitive customers who are willing to pay a higher price for theconvenience of having their order delivered at home.11.Why should an online channel such as Amazon build more warehouses as its salesvolume grows?Amazon initially tried to run their entire book business with no warehousingfacilities, instead relying on other distributors to carry their entire inventory. Next, Amazon ran their business out of a single warehouse in Seattle and discovered it wasn’t feasible; the trade-off of responsiveness and cost was causing excessive delays in getting products to customers. Now Amazon uses a hybrid of these two systems, carrying items that it knows will sell in its own warehouses and letting others carry items that have greater demand uncertainty. As Amazon’s business grows, it should continue to establish warehouses to spread its facilities closer to pockets of new customers, thus achieving better levels of responsiveness while still maintaining its cost advantage. Moving closer to customers reduces thetransportation cost while being responsive.12.Amazon has opened bookstores and announced the opening of convenience stores.How can these traditional retail channels allow Amazon to complement its online channel effectively?The biggest challenge for the online channel is in being very responsive and being cost competitive for fast-moving, low-value products. The physical stores offer Amazon an opportunity to use the stores for such products. A bookstore canprovide a best seller quickly to a customer at low cost, whereas the online channel can provide the remaining wide variety of titles to customers at low cost (though with a longer delivery time).Similarly for groceries, physical locations such as convenience stores (an Whole Foods recently purchased by Amazon) complement the online channel by providing fast-moving, low-value products to customers quickly and efficiently (something the online channel has difficulty with). The online channel can continue to serve convenience-seeking customers for such products, but more price-sensitive customers and customers needing the product in a hurry can be well served by the physical stores.In the long run, Amazon also has a chance to use these physical locations as pickup locations for online orders.。

---------------------Chapter1什么是市场？市场营销？需要、欲望、需求8种需求5种市场营销观念一．Definition of market 市场的定义1.A―market‖ was a physical place where buyers and sellers gathered to buy and sell goods. 2．A market is the set of actual and potential buyers of a product. The buyers share a particular need or want that can be satisfied through exchange relationships.二．Definition of marketing 市场营销的定义1、meeting needs profitably2、marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.3、marketing is a societal and managerial process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.三．Definition of need, want and demand1、Customer needs（需要）: human needs are states of felt deprivation. They include basic physical needs for food, clothing, warmth and safety; social needs for belonging and affection; and individual needs for knowledge and self-expression.2、Wants (欲望) : Wants are the form human needs take as they are shaped by culture and individual personality.3、Demand（需求）：When backed by buying power, wants become demands.四．Eight demand states:（8种需求状态）1.Negative demand（负需求）—consumers dislike the product and may even pay a price to avoid it.2. Nonexistent demand（无需求）—consumers may be unaware or uninterested in the product.3 .Latent demand（潜在需求）—consumers may share a strong need that cannot be satisfied by an existing product.4. Declining demand（下降需求）—consumers begin to buy the product less frequently or not at all5. Irregular demand（不规则需求）—consumer purchases vary on a seasonal, monthly, weekly, daily, or even hourly basis6. Full demand（充分需求）—consumers are adequately buying all products put into the marketplace.7.Overfull demand（过度需求）—more consumers would like to buy the product put into the marketplace8. Unwholesome demand（不良需求）—consumers may be attracted to products that have undesirable social consequences.五．五种营销观念The product concept(产品观念) The production concept（生产观念）The selling concept（推销观念）The marketing concept（市场营销观念）The societal marketing concept（社会营销观念）Chapter2市场营销环境的内容（微观和宏观）一.营销环境的定义:Marketing environment:the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.二．宏观环境，微观环境及包括的内容1.Microenvironment（微观环境）: the actors close to the company that affect its ability to serve its customers—the company, suppliers, marketing intermediaries（营销中介）, customer markets, competitors, and publics.2.Macroenvironment(宏观环境): he larger societalt forces that affect the microenvironment-- demographic, economic, natural, technological, political, and cultural forces.三．对市场营销环境分析方法1.SWOT analysis: an overall evaluation of the company’s strength, weaknesses, opportunities, and threats.petitive Analysis(Five Forces Analysis):looks at five key areas,namely the threat of entry,the power of buyers the power of suppliers,the threat of substitutes, and competitive rivalry.3.PEST model:Political Economic Social TechnologicalChapter4：营销调研及其种类、抽样的分类一.营销调研的种类:1. Exploratory research(探索性研究): Marketing research to gather preliminary information that will help define problems and suggest hypotheses.2. Descriptive research(描述性研究): Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers.3. Causal research(因果性研究): Marketing research to test hypotheses about cause-and –effect relationships.二.样本的定义A sample is a segment of the population selected for marketing research to represent the population as a whole三.抽样的种类:1. Probability sample(概率抽样):(1) simple random sample(简单随机抽样); (2) stratified random sample(分层抽样); (3) cluster sample(分群抽样)2.Nonprobability sample(非概率抽样)(1) Convenience sample(便利抽样);(2)Judgment sample(判断抽样);(3) Quota sample(配额抽样)Chapter5：市场细分的依据（4类消费者市场细分的依据）市场细分的层次、评价市场细分是否有效的标准一.市场细分的依据:1.Geographic segmentation(地理细分): dividing a market into different geographical units such as nations, states, regions, counties, cities or neighborhoods.2.Demographic segmentation(人口细分): dividing a market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation and nationality3.Psychographic segmentation(心理细分): dividing a market into different groups based on social class, lifestyle, or personality characteristics.4.Behavioral segmentation(行为细分): dividing a market into groups based on consumer knowledge, attitude, use or response to a product.二.市场细分的层次:1.Market segmentation: dividing a market into smaller groups with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes.2.Undifferentiated (mass) marketing:（无差异市场营销）a market-coverage strategy in whicha firm decides to ignore market segment differences and go after the whole market with one offer.3.Differentiated marketing（差异性营销）: a market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each.4.Concentrated(niche) marketing（集中性营销）: a market-coverage strategy in which a firm goes after a large share of one or a few segments or niches.5.Micromarketing(微观营销): the practice of tailoring products and marketing programs to the needs and wants of specific individuals and local customer groups—includes local marketing and individual marketing.6.Local marketing: tailoring brands and promotions to the needs and wants of local customer groups—cities, neighborhoods, and even specific stores.三．Effective segmentation criteria (有效市场细分的标准)measurable(可衡量性) accessible(可接近性) substantial(规模性) differentiable(可区分性) actionable(可操作性)Chapter 7:消费者购买行为的影响因素、购买决策类型、学习的过程一．消费者购买行为的影响因素1.Culture2.Subculture（亚文化）3.Roles and status4.Family5.Reference groups（参照群体）6.Opinion leader（意见领袖）7. Social class（社会阶层）8.Lifestyle9.Personality（个性）10.Motive（动机）11.Perception（认知）12.Learning（学习）. 13.Belief 14.Attitude二．Four T ypes of Buying Behaviorplex buying behavior（复杂性购买行为）2.Dissonance-reducing buying behavior（减少失调感购买行为）3.Habitual buying behavior（习惯性购买行为）4.V ariety-seeking buying behavior（寻求多样性购买行为三．学习及过程Learning（学习）: changes in an individual’s behavior arising from experience.Learning occurs through the interplay of drives（驱动）, stimuli（刺激）, cues（诱因）, responses （反应）, and reinforcement（强化）.Chapter8产业市场购买过程特征，购买情景，采购中心，采购中心的参与者，各自的决策一．The business buying process（产业市场购买过程）1.Problem recognition（问题确认）2.General need description（基本需求描述）3.Product specification（产品规格具体说明）4.Supplier search（寻找供应商）5.Proposal solicitation（征询方案）6.Supplier selection and commitment（寻找供应商承诺）7.Order-routine specification（订货程序说明）8.Performance review（业绩评价）二.特征.1.Geographic Market Concentration(地理集中性)2.Sizes and Number of Buyers3.The Purchase Decision Process4.Buyer-Seller Relationships5.Nature of Demand三．Business Buying Situations（产业购买情境）1.Straight rebuy（直接重购）: a business buying situation in which the buyer routinely reorders something without any modifications.2.Modified rebuy（修正重购）: a business buying situation in which the buyer wants to modify product specifications, prices, terms or suppliers.3.New task（新购）: a business buying situation in which the buyer purchases a product or service for the first time.4.Reciprocity(互惠购买)四．采购中心，参与者，各自的决策1.Buying center（采购中心）:All the individuals and units that play a role in the purchase decision-making process.2.参与者：（1）Users: members of the buying organization who will actually use the purchased product or service.（2）Influencers: people in an organization’s buying center who affect the buying decision; they often help define specifications and also provide information for evaluating alternatives.（3）Buyers: the people in the organization’s buying center who make an actual purchase. （4）Deciders: people in the organization’s buying center who have formal or informal power to select or approve the final suppliers.（5）Gatekeepers（把关者）: people in the organization’s buying center who control the flow of information to others.Chapter 9产品的定义、层次、分类、产品组合长度、宽度深度相关性一．What is a product?A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.二．Product levels(产品层次)Core product(核心产品) Actual product(形式产品) Augmented product(扩展产品)三产品类型1.consumer products(消费者产品)Durable products(耐用品) Non-durable products(非耐用品) ServicesConvenience product(便利产品) Shopping product(选购品) Specialty product(特殊品) 2.Industrial productsCapital products(资本项目) Accessories(附属设备) Raw materials(原材料) Subassemblies,components and parts(组件,零部件) Supplies Services四．Product mix(产品组合)(or product portfolio): the set of all product lines and items that a particular seller offers for sale.A company’s product mix has four important dimensions: width, length, depth, and consistency.1.Product mix width（宽度）refers to the number of different product lines the company carries.2.Product mix length （长度）refers to the total number of items the company carries within its product lines.3.Product mix depth（深度）refers to the number of versions offered of each product in the line.4.The consistency （相关性）of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.Chapter10：产品生命周期影响产品采用率的新产品特征一．Product life cycle(PLC)（产品生命周期）: the course of a product’s sales and profits over its lifetime. It involves five distinct stages: product development, introduction, growth, maturity and decline.Introduction stage(导入期):The product life-cycle stage in which the new product is first distributed and made available for purchase.Growth stage(成长期):The product of life-cycle stage in which a product’s sales start climbing quicklyMaturity stage(成熟期)：The product life-cycle stage in which sales growth slows or levels off Decline stage(衰退期)：The product life-cycle stage in which a product’s sales decline二．影响产品采用率的新产品特征1．Increasing frequency of Use 2.Increasing the number of Users 3.Finding New Users4.Changing Package Sizes, Labels, or Product QualityChapter11.12.促销组合广告公共关系营业推广人员推销等含义一.促销组合的含义Promotion mix (marketing communications mix): the specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships.二.广告公共关系营业推广人员推销1.Advertising: any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.2.Personal selling(人员推销):Personal presentation by the firm’s sales force for the purpose of making sales and relationships.3.Sales promotion(营业推广):Short-term incentives to encourage the purchase or sale of a product or service.4. public relations(公共关系)Chapter13 渠道长度宽度类型1.The length of a channel(p203)------channel1-42.The intensity（宽度）of a channel:Intensive Distribution(密集型分销) Selective Distribution(选择型分销) Exclusive Distribution(独家分销)3.类型（自己找）Chapter14.定价的方法策略一.Pricing methods(定价的方法):1. Markup pricing(成本加成定价法): adding a standard markup to the product’s cost.Fixed costs (固定成本) V ariable costs(变动成本) Total costs(总成本)2. Target-return pricing(目标收益定价法): the firm determines the price that would yield its target rate of return on investment (ROI)3. Perceived-value pricing(认知价值定价法): an increasing number of companies now base their pr ice on the customer’s perceived value.4. value pricing(价值定价法): companies win loyal customers by charging a fairly low price for a high-quality offering.5. Going-rate pricing(通行价格定价法): the firm bases its price largely on competitor’s price.6. Auction-type pricing(拍卖定价法)二.Pricing strategies(定价策略):1. price discounts and allowances(折扣与折让)Cash discount(现金折扣) Quantity discount(数量折扣) Functional discount(功能折扣) Seasonal discount(季节折扣) Allowance2. Geographical pricing(地理定价)FOB-origin pricing(FOB原产地定价);Uniform-delivered pricing(统一交货定价);Zone pricing(区域定价);Basing-point pricing (基点定价法);Freight-absorption pricing (免收运费定价)3.Psychological pricing(心理定价):Prestige pricing(声望定价); Reference pricing(参考定价); Loss-leader pricing(招徕定价) 4. Price discrimination(差别定价)Customer-segment pricing(顾客细分定价); Product-form pricing(产品形式定价); Image pricing(形象定价); Channel pricing(渠道定价); Location pricing; Time pricing 5. New-product pricing strategies(新产品定价)Market-skimming pricing(市场撇脂定价)Market-penetration pricing(市场渗透定价)6. Product mix pricing strategies(产品组合定价):Product line pricing; Optional-product pricing(备选产品定价); Captive-product pricing(附属产品定价);By-product pricing(副产品定价); Product bundle pricing(一揽子定价)。

商务英语Chapter1 Setting Up a Business ⑴Sole proprietorship个人独资企业，个体户本章重要词组：Sole proprietorship个体户sales revenue销售收入double taxation双重征税Limited liability company 有限责任公司dividend股息，分红Chapter2 Marketing: an Overview⑴The functions of marketing①Marketing research ②Acquiring ③Selling ④Transportation ⑤Storage ⑥Finance and Credit ⑦Risk Taking ⑧Standardization and Grading⑵4〞p〞:①Product ②price ③promotion ④place本章重要词组：market segmentation市场细分legal tender 法定货币Chapter3 Products and Pricing完形填空⑴Product life cycle:①introduction 特点：profits tend to be small and even losses may occur②growth 特点：sales increase quickly and profits begin to pour in○3maturity 特点：the total sales volume begins to fall,and the profits start to shrink .④decline 特点：the demand for the product continues to fall and so does the sales volume.⑵skimming strategy:When a product is at the introduction stage of its life cycle and there is little competition,it can be priced high to make maximum profit and skim the “cream〞of the market.本章重要词组：Product life cycle产品生命周期〔中英互译〕profit-oriented objectives利润导向型目的sales-oriented objective销售额导向型目的skimming strategy撇脂战略Return on capital 投资回报率break—even analysis 盈亏平衡点分析Chapter4 Channels of distributionWholesaler批发商：wholesaler are middlemen who buy in large quantities from the producers and redistribute the goods to the middlemen at the next level retailers.Water 海上运输最廉价air 空运最贵本章重要词组：Channels of distribution分销渠道Chapter5 Promotion完形填空⑴The combination of the promotional tools is called the promotion mix.Tools that are commonly used for promotion are advertising广告, sales promotion促销,personal selling当面行销, public relations公共关系, publicity媒体推介, etc. At the core of the mix, of course, is a good product. Without such a product, the tools will be uesless or produce undesirable results.(2) Advertising media are newspaper,television,radio,direct mail,the internet,outdoor billboards,yellow pagesTelevision电视广告最贵本章的重要词组：promotion mix促销组合coupon打折券trade stamp行业实惠券trade show 行业展览会personal selling当面行销Chapter6 Money and Banking影响货币供应的三个工具：reserve requirements,changes in the discount rates,and open—market operations.本章重要词组：paper note 纸币legal tender法定货币time deposit定期存款demand deposit活期存款banker’s acceptance银行承兑credit card信誉卡debit card借记卡pension fund养老基金reserve requirements贮存金要求discount rate贴现率open-market operation公开市场运作Chapter7 Financing1、Trade credit分为三类：open account开立账户promissory note本票draft汇票2、promissory note(定义) which is an unconditional written promise by the buyer to make repayment to the seller on a particular date.本章重要词组：trade credit行业信誉account receivable应收账款account payable应付账款open account开立账户promissory note本票draft汇票compensating balance补偿余额retained earnings留用利润depreciation折旧equity financing股权融资debt financing债务融资preferred stock优先股融资方式分两种：long—term financing short—term financingChapter8 Accounting⑴Balance sheet(定义) is one type of financial statement,which reports the financial health of a firm on a specific date.A banlance sheet is made up of three types of account,i.e. assets 资产,liabilities负债and owner s’ equity全部者权益.Assets are what a business owns.assets = liabilities + owner’s equity (资产=负债+全部者权益)⑵Gross profit margin = Gross profit / Net salesNet profit margin = Net income / Net sales本章重要词组：balance sheet 资产负债表current assets流淌资产fixed assets 固定资产current liabilities流淌负债long-term liabilities长期负债current ratio流淌比率quick ratio速动比率income statement损益表gross profit margin毛利润率net profit margin 净利润率return on owners’ investment投资回报率Chapter9 The Securities Market本章重要词组：securities market证券市场stock speculator股票投机者Chapter12 International Business⑴Foreign exchange定义：Doing international business often involves use of currencies different from your own.本章重要词组：absolute advantage肯定优势comparative advantage相对优势licensing arrangement特许协议multinatioal corporation跨国公司foreign exchange外汇import surtax进口附加税tariffs关税quota配额import license进口答应证Chapter13 Managing Business Enterprises1、Planning:Planning involves setting goals and working out strategies to achieve the goals。

1. cross national boundaries/cross-border 跨国界2. business transaction 商业交易3. governmental policy 政府政策4. foreign direct investment (FDI) 国外直接投资5. securities 股票6. multinational enterprise 多/跨国企业7. parent company 母公司8. host country 东道国9. financial risk 金融风险10. exchange rate 汇率11. antitrust law 反托拉斯法（反垄断）12. employment agreement 雇佣协议merical credit 商业信用14. trading agreement 贸易协定15. balance of payment 国际收支差额16. exchange for goods 商品交换/交易17. fiscal policy 财政政策18. double taxation 重复纳税19. letter of credit(L/C) 信用证20. contractual obligation 契约规定的义务21. antidumping duty 反倾销税22. intellectual property 知识产权23. import contract 进口合同1. sole proprietorship 独资企业2. stockholder/shareholder 股东3. general partnership 一般合伙企业4. written agreement 书面协议5. order of a court 法庭宣判6. limited partnership 有限合伙企业7. joint stock company 合股企业8. share of stock 股份9. initial capital 启动资金10. a board of directors 董事会11. nonprofit company 非盈利公司12. closed held company 私募公司/股东人数有限的公司13. publicly company 公募公司/上市公司14. municipality 市政当局15. vice president-marketing 营销副总经理16. dividend股息17. transnational corporation (TNC) 跨国企业18. global profit maximization 全球利润最大化19. stock exchange 证券交易所20. pension fund 养老基金21. brokerage house 经纪行22. research and development (R&D) 研发23. labor-intensive 劳动密集型24. intra-company payment 公司内部支付25. transfer pricing 转移价格26. unitary taxation policies 单一税收政策27. articles of incorporation 公司的章程1. merchant wholesaler 批发商2. retailing 零售业3. ultimate consumer 最终消费者4. warehousing 仓储5. inventory control 存货控制6. agent/ principal 代理/委托人7. product assortment 产品花色品种搭配8. vertically integrated marketing channel 纵向联合的营销渠道9. specially store 专业商店10. mass merchandiser 大型综合商场11. product franchise 商品特许经营权12. franchiser/franchisee 特许经营权授权人/被特许经营者13. royalty 特许使用费14. e-commerce 电子商务15. business-to-business (B2B) 企业对企业的电子商务16. broker 经纪人17. cyber-payment 电子支付18. commodity 商品19. value added 增加价值20. e-commerce marketplace 电子商务市场1. equilibrium price 均衡价格2. microeconomics 微观经济3. business borrowing 商业借贷4. demand/supply curve 需求/供给曲线5. monetary policy 货币政策6. fiscal policy 财政政策7. macroeconomics 宏观经济8. demand-pull inflation 需求拉动型通货膨胀9. cost-push inflation 成本推动型通货膨胀10. labor force 劳动力11. restrictive monetary policy 紧缩性的货币政策12. change in quantity demanded 需求数量的变化13. prevailing price 普遍价格14. substitute good 替代品15. expansionary monetary policy 扩张性货币政策16. frictional unemployment 摩擦性失业17. cyclical unemployment 周期性失业18. demander/supplier 需求者/供应者19. change in demand 需求变化20. circulation 流通21. stagnant economy 经济不景气1. marketplace 市场2. private enterprise system 私营企业制度3. the law of supply and demand 供求规律4. pure competition 完全竞争5. prevailing price 普遍价格/现行价格6. monopolistic competition 垄断竞争7. oligopoly 寡头垄断8. regulated monopoly 受统制的垄断9. public utility 公共事业公司10. price-support 价格补贴1. market economy 市场经济2. barter 物物交换3. stock market 股票市场4. planned economy 计划经济5. supply force 供给力6. demand force 需求力7. price system 价格体系8. the equilibrium of supply and demand 供求均衡9. quantity supplied供给量10. quantity demanded 需求量11. buying power 购买力12. economic force 经济力13. price system 价格体系14. level of demand 需求水平15. consumption 消费16. economic system 经济体制1. business negotiation 交易磋商2. prospective dealer 潜在交易商3. inspection application 报检4. counter offer 还盘5. general inquiry 一般询盘6. acceptance 接受7. offeree/offeror 被收盘人/ 报盘人8. marine insurance 海运保险9. consignor 托运人10. carrier 承运人11. consignee 收货人12. arbitration 仲裁13. force majeure 不可抗力14. bill of lading = B/L提单15. L/C= letter of credit 信用证16. customs clearance 出口结关；清关；海关放行17. import/export contract 进出口合同18. shipping advice 装船通知19. validity period 有效期限20. legal capacity 法定资格能力21. reminding of L/C issuance 催证22. settlement of claim 理赔23. inspection certificate 商检证书24. export license 出口许可证25. insurance policy 保险单26. issuing bank 开证行27. FOB = free on board 船上交货28. CIF = cost insurance and freight 成本、保险费加运费29. CFR = cost and freight 成本价运费30. port of shipment 装运港31. port of destination 目的港32. financial position/standing 财政状况33. commercial integrity 商业资信34. bank reference 银行资信证明人35. credit inquiry 信用调查36. chartering 租船37. commodity fair 商品展览会/商品交易会1. trade term 贸易术语2. FOB = free on board 船上交货3. money of account 计价货币4. price composition 价格构成5. customary practice 惯例6. discharging expense 卸货费用7. marine insurance 海运保险8. premise 所在地9. CFR = cost and freight 成本价运费10. CIF = cost insurance and freight 成本、保险费加运费11. commission 佣金12. unit of account 计帐单位/计算单位13. quotation 报价14. sight letter of credit 即期信用证15. time letter of credit 远期信用证16. B/E = bill of exchang 汇票17. B/D = bank draft 银行汇票18. B/L = bill of lading 提单19. delivery order 提货单20. carrier 运输公司21. carriage 运费22. port of shipment 装运港23. port of destination 目的港24. the risk of loss or damage to the goods 货物灭失或损坏的风险25. shipment 装运/装船1. marketing concept 营销观念2. nonprofit institution 非盈利机构3. ownership utility 有权使用4. target market 目标市场5. consumer product 消费品6. industrial product 工业品7. ultimate consumer 最终消费者8. federal government 联邦政府9. purchasing department 采购部10. discretionary income 可随意支配的收入11. marketing mix 营销组合12. the product’s life cycle (PLC) 产品生命周期13. to put emphasis on 强调/重视14. marketing strategy 营销战略15. total market sales 市场总销售额16. personal selling 人员销售17. product packaging 产品包装18. promotional tool 促销工具19. advertising campaign 广告运作20. foreign affiliate 海外分公司21. advertising agency 广告公司22. outdoor advertising 街头/户外广告23. direct mail marketing 直接邮件营销/直邮广告24. channels of distribution 分销渠道25. pricing strategy 价格战略26. sponsorship 赞助27. publicity 宣传/广告宣传28. sales promotion 促销29. telemarketing 电话推销30. trading stamp 优惠券/赠品券Chapter 101. international settlement 国际结算2. remittance 汇付3. collection 托收4. letter of credit 信用证5. a mean of payment 支付手段6. foreign exchange control 外汇管制7. bill of exchange 汇票8. promissory note 本票9. cheque/check 支票10. unconditional order 无条件(支付)命令11. pay on demand 即期；见票即付12. drawee/drawer 付款人/出票人13. the place of issue 出票地14. payee/beneficiary 收款人/受益人15. restrictive order 限制性抬头16. negotiable instrument 可流通票据17. at sight 见票18. on presentation 见票即付19. endorsement 背书20. acceptance 承兑21. dishonor 退票22. right of recourse 追索权23. bank draft 银行汇票24. trader’s acceptance bill 商业承兑汇票25. sight bill 即期汇票26. time bill/usance bill 远期汇票27. holder/bearer 持票人28. clean bill 光票29. documentary bill 跟单汇票30. remitter 汇款人31. the remitting bank 托收行32. the paying bank 付款行33. payment in advance 预付货款34. open account business 赊账业务35. documents against payment(D/P) 付款交单36. documents against acceptance(D/A) 承兑交单37. a written undertaking 书面承诺38. the issuing bank/opening bank 开证行39. applicant/opener 开证申请人/开证人40. revocable/irrevocable credit 可撤销/不可撤销信用证41. sight credit/time credit 即期/远期信用证42. commercial invoice 商业发票43. shipping mark 运输标记/唛头44. price term 价格条件45. shipping specification 装船规格单46. description (产品)规格47. marine bill of lading 海运提单48. certificate of origin 原产地证明书49. inspection certificate 检验证明书50. certificate of value and origin 产地和价值证明书51. packing list 装箱单52. customs invoice 海关发票53. contract of carriage 运输契约54. contract of delivery 交货契约55. shipping advise 装船通知56. Chamber of Commerce 商会57. health certificate 健康证明书58. the date of shipment 装运日期59. the date of lading 装上船日期Chapter 111. negotiation strategy 谈判策略2. neutral location 中间地点(中立国)3. inquiry 询价4. offer 发盘5. counter offer 还盘6. acceptance 接受7. bargain 提出条件；议价8. component of marketing mix 营销组合的基本因素9. quantity discount 数量折扣10. language barrier 语言障碍11. prevailing value 流行的价值观12. superior-subordinate relationship 上下级的关系13. long-range issue 长远的问题14. non-verbal behavior 非言语行为15. price quotation 报价16. credit term 信用证条款17. market research 市场调查18. skillful negotiation 熟练的谈判者(谈判老手)。

名词解释1. Customer lifetime valueThe value of the entire stream of purchases that the customer would make over a lifetime of patronage2. Business portfolioThe collection of businesses and products that make up the company3. Market segmentationDividing a market into smaller groups with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes.4. Market targetingThe process of evaluating each market segment's attractiveness and selecting one or more segments to enter5. Product lineA group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges.6. Product mix (or product portfolio)The set of all product lines and items that a particular seller offers for sale7. Vertical marketing system (VMS)A distribution channel structure in which producers, wholesalers, and retailers act as a unified system. One channel member owns the others, has contracts with them, or has so much power that they all cooperate.8. Horizontal marketing systems (HMS)A channel arrangement in which two or more companies at one level join together to follow a new marketing opportunity9. Integrated direct marketingDirect-marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits10. Integrated marketing communications (IMC)Carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.Chapter 1Marketing Management Orientations1. Production conceptMarket situation: S <<DThe idea that consumers will favor products that are available and highly affordable and that the organization should therefore focus on improving production and distribution efficiency2. Product conceptMarket situation: S < DFirms that help the company to promote, sell, and distribute its goods to final buyers; they include resellers, physical distribution firms, marketing service agencies, and financial intermediaries.They include resellers, physical distribution firms, marketing services agencies, and financial intermediaries.4. Customer markets (5types)Consumer marketsConsist of individuals and households that buy goods and services for personal consumptionBusiness marketsReseller marketsGovernment marketsInternational markets5. CompetitorsMarketers must do more than simply adapt to the needs of target consumers. They also must gain strategic advantage by positioning their offerings strongly against competitors' offerings in the minds of consumers.6. PublicsAny group that has an actual or potential interest in or impact on an organization's ability to achieve its objectivesFinancial publicsMedia publicsGovernment publics Citizen-action publicsLocal publicsGeneral publicInternal publicsMacroenvironment1. Demographic environment Population size Population growth rateAge structure of the POP Gender structure of the POP Urbanization of China2. Economic environment IncomeGDPGDP per capita Disposable income p.c. Average wageSavingMarginal propensity to save Deposit p.c.SpendingMarginal propensity to consumeEngel coefficient3. Natural environmentShortages of raw materialsIncreased pollutionIncreased government intervention4. Technological environmentIt changes rapidlyNew technologies create new markets and new opportunity , e.g. the Internet of things5. Political environmentIncreasing legislationSocially responsible behavior6. Cultural environmentPersistence of Cultural ValuesShifts in Secondary Cultural ValuesChapter 5Model of Consumer BehaviorMKT & other stimuliMKT Other→Characteristics Affecting Consumer Behavior 1. Culture factorsCulture Subculture Social Class 2. Social factors Groups—Opinion leader—Person within a reference group who exerts social influence on othersProduct EconomicPrice TechPlace PoliticalPromotion Cultural Buyer ’s black box Buyercharacteristics Buyer decision processB uyer response Product choiceBrand choice Dealer choice Purchase timingPurchase amountChapter 6Evaluating Market SegmentsIn evaluating different market segments, a firm must look at three factors:-segment size and growth-segment structural attractiveness-According to Michael Porter, there are 5 forces influencing competition in an industry:Threat of new entrantsThreat of substitute productsBargaining power of suppliersBargaining power of buyersRivalry among competitors-company objectives and resourcesSelecting Target Market SegmentsUndifferentiated MarketingA market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer.No market segmentationOne product for all marketDifferentiated MarketingChapter 7Levels of Product and ServicesCore benefit/productIt addresses the question what is the buyer really buying?Actual productFeatures, design, quality level, brand name, and packagingAugmented productAdditional consumer services and benefits, such as after-sale S., warranty, installation, delivery and creditProduct Mix DecisionsWidth: the number of PLsLength: the total number of itemsDepth: the number of versions offered of each product in the line Consistency: how closely related the various PLs are in end use, production requirements, distribution channels, or some other wayRequirements of brand name selection.It should suggest something about the product's benefits and qualities.It should be easy to pronounce, recognize, and remember.The brand name should be distinctive.IntroductionIntroduction is a period of slow sales growth.Profits are nonexistent in this stage because of the heavy expenses of product introduction.GrowthGrowth is a period of rapid market acceptance and increasing profits.MaturityMaturity is a period of slowdown in sales growth because the product has achieved acceptance by most potential buyers.Profits level off or decline because of increased marketing outlays to defend the product against competition.DeclineDecline is the period when sales fall off and profits drop.Chapter 9Cost-plus pricingAdding a standard markup to the cost of the productMarkup Price = Unit Cost∕(1- Desired Return on Sales)Types of DiscountCash discount: a price reduction to buyers who pay their bills promptlyQuantity discount: a price reduction to buyers who buy large volumes Functional discount (trade discount): offered by the seller to trade-channel members who perform certain functions, such as selling, storing, and record keeping.Seasonal discount: a price reduction to buyers who buy merchandise or services out of season.Chapter 10Functions of marketing channelInformationPromotionContactMatchingNegotiationPhysical distributionFinancingRisk takingVertical Marketing Systems (VMS)Corporate VMSA VMS that combines successive stages of production and distribution under single ownership —channel leadership is established through common ownership.Contractual VMSA VMS in which independent firms at different levels of production and distribution join together through contracts to obtain more economies or sales impact than they could achieve alone.Franchise organizationsM-sponsored retailer F; FordM-sponsored wholesaler F; Coca-ColaService-firm-sponsored retailer F; KFCAdministered VMSA VMS that coordinates successive stages of production and distribution, not through common ownership or contractual ties, but through the size and power of one of the partiesChapter 11(书p275)Stores based on product lineSpecialty storeDepartment storeSupermarketConvenience storeSuperstoreDiscount storeOff-price retailersChapter 12Setting advertising objectivesInformative AdvertisingCommunicating customer valueTelling the market about a new productExplaining how the product worksSuggesting new uses for a productInforming the market of a price changeDescribing available servicesCorrecting false impressionsBuilding a brand and company imagePersuasive AdvertisingBuilding brand preferenceEncouraging switching to your brandChanging customer's perception of product attributesPersuading customers to purchase nowPersuading customers to receive a sales callConvincing customers to tell others about the brandReminder AdvertisingMaintaining customer relationshipsReminding consumers that the product may be needed in the near futureReminding consumers where to buy the productKeeping the brand in customer's minds during off-seasonsSetting the Total Promotion Budget (advertising)(找不到。

Chapter One Human ResourceQuestion: What is the Definition of Human Resources?Answer: The number one glossary suggestion and question that people request is: “What is the definition of human resources?” William R. Tracey, in The Human Resources Glossar y defines Human Resources as: “The people that staff and operate an organization … as contrasted with the financial and material resources of an organization. The organizational function that deals with the people ...” Long a term used sarcastically by individuals in the line organization, because it relegates humans to the same category as financial and material resources, human resources will be replaced by more customer-friendly terms in the future.Chapter Two Market ResearchMarket research is the process of systematically gathering, recording and analyzing data and information about customers, competitors and the market. Its uses include to help create a business plan, launch a new product or service, fine tune existing products and services, and expand into new markets. Market research can be used to determine which portion of the population will purchase a product/service, based on variables like age, gender, location and income level.Chapter Three Product Life CycleProduct lifecycle management (PLM) is the process of managing the entire lifecycle of a product from its conception, through design and manufacture, to service and disposal.[1] PLM integrates people, data, processes and business systems and provides a product information backbone for companies and their extended enterprise Product Lifecycle Management (PLM) is more to do with managing descriptions and properties of a product through its development and useful life, mainly from a business/engineering point of view; whereas Product life cycle management (PLCM)is to do with the life of a product in the market with respect to business/commercial costs and sales measures.Chapter Four Electronic CommerceElectronic commerce, commonly known as e-commerce or eCommerce, consists of the buying and selling of products or services over electronic systems such as the Internet and other computer networks. The amount of trade conducted electronically has grown extraordinarily since the spread of the Internet. A wide variety of commerce is conducted in this way, spurring and drawing on innovations in electronic funds transfer, supply chain management, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data collection systems. Modern electronic commerce typically uses the World Wide Web at least at some point in the transaction's lifecycle, although it can encompass a wider range of technologies such as e-mail as well.Chapter Five International Trade IEye contactIn the US, UK and much of northern Europe, strong, direct eye contact conveys confidence and sincerity. In South America it is a sign of trustworthiness. However, in some cultures such as the Japanese, prolonged eye contact is considered rude and is generally avoided.Personal space and touchIn Europe and North America, business people will usually leave a certain amount of distance between themselves when interacting. Touching only takes place between friends.In South America or the Middle East, business people are tactile and like to get up close.In Japan or China, it is not uncommon for people to leave a gap of four feet when conversing. Touching only takes place between close friends and family members. TimeWestern societies are very clock conscious.. Time is money and punctuality is crucial. This is also the case in countries such as Japan or China where being late would be taken as an insult.However, in South America, southern Europe and the Middle East, being on time fora meeting does not carry the same sense of urgency.Meeting and greetingMost international business people meet with a handshake.In some countries, this is not appropriate between genders. Some may view a weak handshake as sign of weakness whereas others would perceive a firm handshake as aggressive.How should people be addressed? Is it by first name, surname or title? Is small talk part of the proceedings or not?Gift givingIn Japan and China gift-giving is an integral part of business protocol. However in the US or UK, it has negative connotations.Where gifts are exchanged, should one give lavish gifts? Are they always reciprocated? Should they be wrapped? Are there numbers or colours that should be avoided?All the above in one way or another will impact cross cultural negotiation and can only be learnt through cross cultural training. Doing or saying the wrong thing at the wrong time, poor communication and cross cultural misunderstandings can all have harmful consequences.Cross cultural negotiation training builds its foundations upon understanding etiquettes and approaches to business abroad before focusing on cross cultural differences in negotiation styles and techniques.Chapter Six International Trade IIThe Chinese mainland registered a trade deficit of 77.56 billion U.S. dollars with Taiwan last year, according to the Ministry of Commerce (MOC) on Friday.Trade volume between the mainland and Taiwan reached 124.48 billion U.S. dollars, up 15.4 percent year on year, MOC statistics show.In 2007, the mainland's exports to Taiwan reached 23.46 billion U.S. dollars and imports from the island reached 101.02 billion U.S. dollars, up 13.1 percent and 16 percent respectively.During the same period, the mainland approved 3,299 projects with Taiwan investment and the actual use of Taiwan investment reached 1.77 billion U.S. dollars, down 12.1 percent and 20.4 percent respectively year on year.By the end of 2007, direct investment from Taiwan in the mainland , totaled 45.76 billion U.S. dollars since figures first began in 1988 with the opening up of trade between the mainland and Taiwan. The actual use of Taiwan's direct investment in the mainland accounted for six percent of all actually used direct investment from outside the Chinese mainland.Taiwan is the mainland's seventh largest trade partner, ninth largest export market and fifth largest import market.Chapter Seven Types of BusinessWhile buying a franchise affords numerous advantages over opening a solo business, the benefits to franchisors are even greater. Some things to expect are lessened risk when expanding your business. This is because you have no capital invested in your franchisee's units. You also have increased growth, stronger brand building, and limited contingent liability because as a franchisor you are not signing leases or taking out financing. In addition, you have less liability for the actions of franchisees' employees and events that take place in franchisees' units.Franchisees often contribute to an advertising fund, which is used to promote the company at the franchisor's discretion. Keep in mind that you will have to hold up to promises you make to franchisees about advertising. Because franchisees are vested inthe success of their business, you can expect better performance and structure, as well as count on long-term management instead of high turnover of non-owner managers. In addition to the advantages, there are legal obligations now required of you. Franchisors are required by the Federal Trade Commission (FTC) to present material information about their company to potential franchisees. This information includes your company's and all of its officers' litigation histories, financial information, and anything material about the company.Franchisors need to train franchisees how to operate the business and provide very detailed operating manuals. Franchisors generally provide some kind of support as well, from ongoing training to administrative and technical support. Franchisees rely on the franchisor for guidance based on the franchisor's proven system. Franchising is a mutually satisfying and lucrative arrangement if both parties meet their obligations.Chapter Eight TechnologyThe Internet can be a wonderful resource for kids. They can use it to research school reports, communicate with teachers and other kids, and play interactive games. Kids who are old enough to punch in a few letters on the keyboard can literally access the world.But that access can also pose hazards. For example, an 8-year-old might do an online search for "Lego." But with just one missed keystroke, the word "Legs" is entered instead, and the child may be directed to a slew of websites with a focus on legs — some of which may contain pornographic material.That's why it's important to be aware of what your kids see and hear on the Internet, who they meet, and what they share about themselves online.Just like any safety issue, it's wise to talk with your kids about your concerns, take advantage of resources to protect them, and keep a close eye on their activities.Chapter Nine PricingA well chosen price should do three things:•achieve the financial goals of the company (e.g., profitability)•fit the realities of the marketplace (Will customers buy at that price?)•support a product's positioning and be consistent with the other variables in the marketing mixo price is influenced by the type of distribution channel used, the type of promotions used, and the quality of the product▪price will usually need to be relatively high if manufacturing isexpensive, distribution is exclusive, and the product issupported by extensive advertising and promotional campaigns ▪ a low price can be a viable substitute for product quality,effective promotions, or an energetic selling effort bydistributorsFrom the marketer’s point of view, an efficient price is a price th at is very close to the maximum that customers are prepared to pay. In economic terms, it is a price that shifts most of the consumer surplus to the producer. A good pricing strategy would be the one which could balance between the price floor (the price below which the organization ends up in losses) and the price ceiling(the price beyond which the organization experiences a no demand situation).Chapter Ten LogisticsLogistics is the management of the flow of goods, information and other resources, including energy and people, between the point of origin and the point of consumption in order to meet the requirements of consumers (frequently, and originally, military organizations). Logistics involve the integration of information, transportation, inventory, warehousing, material-handling, and packaging. Logistics is a channel of the supply chain which adds the value of time and place utility.Chapter Eleven InsuranceGlobal insurance premiums grew by 8.0% in 2006 (or 5% in real terms) to reach $3.7 trillion due to improved profitability and a benign economic environment characterised by solid economic growth, moderate inflation and strong equity markets. Profitability improved in both life and non-life insurance in 2006 compared to the previous year. Life insurance premiums grew by 10.2% in 2006 as demand for annuity and pension products rose. Non-life insurance premiums grew by 5.0% due to growth in premium rates. Over the past decade, global insurance premiums rose by more than a half as annual growth fluctuated between 2% and 11%.Advanced economies account for the bulk of global insurance. With premium income of $1,485bn, Europe was the most important region, followed by North America ($1,258bn) and Asia ($801bn). The top four countries accounted for nearly two-thirds of premiums in 2006. The U.S. and Japan alone accounted for 43% of world insurance, much higher than their 7% share of the global population. Emerging markets accounted for over 85% of the world’s population but generated only around 10% of premiums. The volume of UK insurance business totalled $418bn in 2006 or 11.2% of global premiums.Chapter Twelve AdvertisementWith the dawn of the Internet came many new advertising opportunities. Popup, Flash, banner, Popunder, advergaming, and email advertisements (the last often being a form of spam) are now commonplace.The ability to record shows on digital video recorders (such as TiV o) allow users to record the programs for later viewing, enabling them to fast forward through commercials. Additionally, as more seasons of pre-recorded box sets are offered for sale of television programs; fewer people watch the shows on TV. However, the fact that these sets are sold, means the company will receive additional profits from the sales of these sets. To counter this effect, many advertisers have opted for product placement on TV shows like Survivor.Particularly since the rise of "entertaining" advertising, some people may like an advertisement enough to wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them.Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads. Also brought about by the Internet and the theory of The Long Tail, advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible. However, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provide advertisers with audiences that are smaller but much better defined, leading to ads that are more relevant to viewers and more effective for companies' marketing products. Among others, Comcast Spotlight is one such advertiser employing this method in their video on demand menus. These advertisements are targeted to a specific group and can be viewed by anyone wishing to find out more about a particular business or practice at any time, right from their home. This causes the viewer to become proactive and actually choose what advertisements they want to view.In freelance advertising, companies hold public competitions to create ads for their product, the best one of which is chosen for widespread distribution with a prize given to the winner(s). During the 2007 Super Bowl, PepsiCo held such a contest for the creation of a 30-second television ad for the Doritos brand of chips, offering a cash prize to the winner. Chevrolet held a similar competition for their Tahoe line of SUVs. This type of advertising, however, is still in its infancy. It may ultimately decrease the importance of advertising agencies by creating a niche for independent freelancers.Chapter Thirteen Marketing MixThe Marketing mix is generally accepted as the use and specification of the four p's describing the strategic position of a product in the marketplace. One version of theorigins of the marketing mix starts in 1948 when James Culliton said that a marketing decision should be a result of something similar to a recipe. This version continued in 1953 when Neil Borden, in his American Marketing Association presidential address, took the recipe idea one step further and coined the term 'Marketing-Mix'. A prominent marketer, E. Jerome McCarthy, proposed a 4 P classification in 1960, which would see wide popularity. The four Ps concept is explained in most marketing textbooks and classes.Chapter Fourteen BrandingWith the emergence of strong retailers the "own brand", a retailer's own branded product (or service), also emerged as a major factor in the marketplace. Where the retailer has a particularly strong identity (such as Marks & Spencer in the UK clothing sector) this "own brand" may be able to compete against even the strongest brand leaders, and may outperform those products that are not otherwise strongly branded. Concerns were raised that such "own brands" might displace all other brands (as they have done in Marks & Spencer outlets), but the evidence is that —at least in supermarkets and department stores — consumers generally expect to see on display something over 50 per cent (and preferably over 60 per cent) of brands other than those of the retailer. Indeed, even the strongest own brands in the UK rarely achieve better than third place in the overall market.This means that strong independent brands (such as Kellogg's and Heinz), which have maintained their marketing investments, are likely to continue their strong performance. More than 50 per cent of UK FMCG brand leaders have held their position for more than two decades, although it is arguable that those which have switched their budgets to "buy space" in the retailers may be more exposed.The strength of the retailers has, perhaps, been seen more in the pressure they have been able to exert on the owners of even the strongest brands (and in particular on the owners of the weaker third and fourth brands). Relationship marketing has been applied most often to meet the wishes of such large customers (and indeed has beendemanded by them as recognition of their buying power). Some of the more active marketers have now also switched to 'category marketing' - in which they take into account all the needs of a retailer in a product category rather than more narrowly focusing on their own brand.At the same time, probably as an outgrowth of consumerism, "generic" (that is, effectively unbranded) goods have also emerged. These made a positive virtue of saving the cost of almost all marketing activities; emphasizing the lack of advertising and, especially, the plain packaging (which was, however, often simply a vehicle for a different kind of image). It would appear that the penetration of such generic products peaked in the early 1980s, and most consumers still appear to be looking for the qualities that the conventional brand provides.Chapter Fifteen Customer ServiceCustomer service (also known as Client Service) is the provision of service to customers before, during and after a purchase.According to Turban et al. (2002), “Customer service is a series of activities designed to enhance the level of customer satisfaction –that is, the feeling that a product or service has met the customer expectation.”Its importance varies by product, industry and customer. As an example, an expert customer might require less pre-purchase service (i.e., advice) than a novice. In many cases, c ustomer service is more important if the purchase relates to a “service” as opposed to a “product".Customer service may be provided by a person (e.g., sales and service representative), or by automated means called self-service. Examples of self service are Internet sites. Customer service is normally an integral part of a company’s customer value proposition.Some have argued that the quality and level of customer service has decreased in recent years, and that this can be attributed to a lack of support or understanding at the executive and middle management levels of a corporation and/or a customer servicepolicy.11。

International Marketing (按个人习惯整理，仓促版，欢迎改良版！) Chapter 1 Introduction of Marketing1.Marketing— is about finding out who the best customers are, what they want, howmuch they will pay, how to promote the product and how to sell it.2.Need—is a state of deprivation of some basic satisfaction.3.Wants—are desires for specific satisfiers of needs.4.Demands—are wants for specific products that are backed by an ability andwillingness to buy them.5.Production concept—holds that consumers will favor products that are availableand highly affordable, and management should therefore focus on improving production and distribution efficiency as well as achieving economies of scale. 6.Product concept—holds that consumers will favor products that offer the mostquality, performance and innovative features , and that an organization should thus devote energy to making continuous product improvements.7.Selling concept—holds that consumers will not buy enough of the organization’sproducts unless it undertakes a large-scale selling and promotion effort.8.Social marketing concept—holds that the organization should determine theneeds, wants and interests of target markets.Chapter 2 The Marketing Environment1.Macroenvironment—consists of the larger social forces that affect the wholemicroenvironment—demographic, economic, natural, technological, political and cultural forces.2.Microenvironment—consists of the forces close to the company that affect itsability to serve its customers—the company, suppliers, marketing channel firms, customer markets, competitors and publics.3.PEST P—political environment, E—economic environment, S—socioculturalenvironment, T—technological environment.4.Business cycle –p20Chapter 3 Marketing Mix1.Marketing mix—refers to the way in which the 4 key parts of a company’smarketing policy are combined to achieve its objectives. The 4 elements are called 4PsProduct Price Place Promotion2.The Boston Box P283.Product life-cycle p294.Chains of distribution P34Chapter 4 Consumer Buying Behaviorplex buying behavior—consumers may be highly involved when the product isexpensive, risky, purchased infrequently, and highly self-expressive.复杂型购买行为2.Dissonance-reducing buying behavior—occurs when consumers are highly involvedwith an expensive , infrequent, or risky purchase ,but see little difference among brands.和谐型购买行为3.Habitual buying behavior—occurs under conditions of low consumer involvementand little significant brand difference. 习惯行购买行为4.Variety-seeking buying behavior—consumers undertake variety-seeking buyingbehavior in situations characterized by low consumer involvement but significant perceived brand differences. 多变型购买行为Chapter 5 Market Information and Marketing ResearchMarketing Information System(MIS) P59MIS consists of people ,equipment, and procedures to gather , sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.Chapter 6 Segmenting, Targeting and Positioning1.Market segmentation—Name the broad product-market.List potential customers’ needsNarrow product-marketsIdentify the determining dimensionsName the possible product-marketsEvaluate why product-market segments behave as they do Make a rough estimate of the size of each product-market degment 2.Marketing targeting—is the process of evaluating each market segment andselecting the most attractive segments to enter with a particular product or product line.3.Undifferentiated marketing—with this strategy, the company will try to servethe whole market with one product, one market programming. The company can enjoy low cost of production, distribution ,and market research. But the downside of this strategy is that the strong competition will drive down the profit.4.Differentiated marketing—a company can also serve the whole market with morethan one product.5.Positioning—is the act of designing the company’s offering and image so that theyoccupy a meaningful and distinct competitive posit ion in the target customers’ minds.Chapter 7 International Market Entry1.Global marketing—refers to the marketing of goods and services in the globalscenario.2.Exporting—is the simplest way of entering a foreign market that involves theleast trouble.Pre-export preparation Negotiation Contract performance3.Agency— sometimes a company can employ another person or company to sell forhim the products or services. An agent generally has authority to act within broad limits in conducting business on behalf of his principal. An agent act as an intermediary in bringing together buyers and sellers of a product or service. 4.Licensing—in international marketing, a company and a foreign company can arriveat an agreement that the foreign company may use the manufacturing process, patents, trademarks, etc, but it has to pay some fee or royalty. 授权经营5.Franchising—is similar to licensing. In a franchise agreement, the franchisergrants the franchisee permission to use a patent, trademark, product formula, company name, or anything of value. 特许经营6.Foreign Direct Investment (FDI) P102—2 forms: joint venture and wholly-ownedsubsidiaries7.Foreign exchange—the currency of an overseas country, which is purchased by aparticular country in exchange for its own currency, which is then used to finance trade and capital transactions between the two countries.8.Consumption pattern—means the people in these nations will spend differentamount of money on different commodities or services.Chapter 9 Green Marketing1.Green products—are typically durable, non-toxic, made form recycled materials,or minimally packaged.2.Green marketing—is also called environmental or ecological marketing, consists ofall activities designed to create and improve any products aiming to satisfy human needs or wants, with minimal harmful impact on the natural environment.3.Green food—refers to the pollution-free, safe, high-quality and nutritional foodwith green food mark granted by special authorities.Chapter 10 Marketing Communications Mix1.Marketing communication mix—called its promotion mix—consists of the specificblend of advertising, personal selling, sales promotion and public relations tools that the company uses to pursue its advertising and marketing objectives. P1354 main promotion toolsAdvertisingPersonal sellingSales promotionPublic relations2.Advertising –- is an impersonal, one-way mass communication about a product or anorganization that is paid for by a marketer. It involves the use of communications media to inform, persuade, publicize and remind potential and existing consumers about an organization’s products and activities.3.Personal selling—is a situation in which two people communicate in an attempt toinfluence each other in an purchase situation.4.Steps in personal selling process P142Prospecting & qualifying →preapproach →approach →presentation&demonstration→ handling objects → closing → follow-up5.Sales promotion—is an attempt to communicate directly with potential consumersor distributors in order to encourage them to purchase or stock the product or service as well as to recommend it to others,6.Consumer promotions—are used to encourage potential consumers to try aproduct and, hopefully ,to purchase it again. P1437.Trade promotion—are aimed at distributors to encourage them to stock aparticular product.8.Public relations—is a means of publicizing and promoting an organization’s imagewith a view to influencing customers to buy products, investors to buy shares and government and others to act in ways helpful to the organization.9.SWOT Analysis P147Strengths, Weakness, Opportunities, Threats.。