市场营销考试问答题Word格式.docx
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1.Thefourkindsofthemarketingmanagementorientationare:
theproductionconcept,theproductconcept,thesellingconcept,andthemarketingconcept.Theirdifferencesarelistedinthefollowings:
firstly,theproductionconceptholdsthatconsumerswillfavorproductsthatareavailableandhighlyaffordable.However,theyignoredtheconsumer’sneeds.Secondly,theproductconceptholdsthatconsumerswillfavorproductsthatofferthemostinquality,performance,andinnovativefeatures,buttheydonotknowwhatconsumerreallywants.Thirdly,manycompaniesfollowthesellingconcept,whichholdsthatconsumerswillnotbuyenoughofthefirm’sproductsunlessitundertakesalarge-scalesellingandpromotioneffort.However,theiraimistosellwhattheymarkratherthanwhatthemarketwants.Finally,themarketingconceptholdsthatachievingorganizationalgoalsdependsonknowingtheneedsandwantsoftargetmarketsanddeliveringthedesiredsatisfactionsbetterthancompetitorsdo.Andonlythemarketingconceptreallyconsideredthecustomer’sneeds.
2.Thesellingconceptissuitfortheshort-termproductionandthemarketingconceptsuitforthelong-termproduction.Becauseofthesellingconceptcouldcreatetheshort-termbenefits,itemphasizesthecompany'
scurrentsalesofproducts,andfurthertogetalotofprofitfromthemarketingandpromotion.Ontheotherhand,themarketingconceptbeganwithacleardefinitionofthemarket,itcommittedontheneedsofcustomers,itcouldcoordinatethemarketingactivitiesofallcustomers.Andfinallyitcouldbuildlong-term,profitablecustomerrelationshipsaccordingtothecustomer’svalueandsatisfaction
2宏观环境包括六个方面,这六个方面是如何影响公司服务和营销的。
也就是这六个方面如何影响消费者需求,企业营销能力。
Thecompany’smacroenvironmentsincludethefollowingsixfactors:
demographicforces、economicforces、naturalforces、technologicalforces、politicalforcesandculturalforces.
1.Thechangeoftheworlddemographicisveryimportantforthebusinessenvironment.Forexample,itcaninfluencethechangeofpopulationtrends,agecharacteristicsandfamilystructure,themigrationofthepopulation,bettereducationcharacteristics,andtheincreasingpopulationdiversity.Theycreatevarietiesofdifferentmarketsandopportunities,aswellasthechallengesandthreats.
2.Theeconomicenvironmentismainlyaffectedtheconsumer'
spurchasingpowerandspendingpatterns.Andtoday’sconsumerspaymoreattentiontothevaluesandthechangesofthespendingpatterns.Sothecompanyshouldchangetheirmarketingactivitieswiththeconsumer’sconsumption.
3.Thechangeofthenaturalenvironmentreflectedintheshortageofcertainrawmaterials,theseriouspollutionlevelsandthemoreandmorerigorousgovernmentmanagementforthenaturalresources.Andthesmartcompaniesshouldfocusonthesemarketingopportunitiesbroughtbythechangeofthenaturalenvironment.
4.Thetechnologyenvironmentischangingrapidly.Thedevelopmentoftechnologyhascreatednewmarketsandopportunities,andatthesametime,theoldtechnologywillalsobereplacedbynewtechnology.Sothecompaniesarerequiredtokeepupwiththepaceoftechnologicalupdate.
5.Onthepoliticalenvironment,becauseoftheincreasinglegislation,thechanginggovernmentagencyenforcementandthesociallyresponsiblebehaviorchanginggovernmentagencyenforcement.Thecompanymustkeepupwiththesechangesinthisenvironmentandunderstanditsmeaning,andobeythelaw,socialnormsandprofessionalethics.
6.Thecultureinfluencedtheconsumer’sbasicvalues,perceptions,preferencesandbehaviors.Consumersoftenchoosethegoodsthatmatchwiththeirownvalues.Thatrequiresthemarketerstokeepupwiththeculturalchange.Andtofindtheopportunityinthemarket.
3服务包括哪四个特征,这四个特征是如何影响营销的。
Serviceshavefourkeycharacteristics:
intangibility,inseparability,variability,andperishability.
1.Serviceintangibilitymeansthatservicescannotbeseen,tasted,felt,heard,orsmelledbeforetheyarebought.Sotheserviceprovidersshouldtaketheworktomaketheservicemoretangibletosendtherightsignalsaboutquality.Theserviceorganizationshouldpresenttheircustomerswithorganized,honestevidenceofitscapabilities.
2.Serviceinseparabilitymeansthatservicescannotbeseparatedfromtheirproviders.Andthecustomerisalsopresentastheserviceisproduced.Boththeproviderandthecustomeraffecttheserviceoutcome.Sotheserviceprovidersneedtoimprovethequalityandefficiencyoftheservice.
3.Servicevariabilitymeansthatthequalityofservicesdependsonwhoprovidesthemaswellaswhen,whereandhowtheyareprovided.Sotheservicesprovidersshouldmaketheservicemorestandard.
4.Serviceperishabilitymeansthatservicescannotbestoredforlatersaleoruse.Thus,theserviceprovidersmustmakeastrategytodealwiththeperishability.Sotheserviceprovidersmustinteracteffectivelywithcustomerstocreatesuperiorvalueduringserviceencounters.
6.分销渠道分为哪三种?
这三种渠道是基于什么来选择?
LV,Honda,cocacola分别匹配什么样的分销渠道?
Therearethreestrategiesofdistribution:
intensivedistribution,exclusivedistributionandselectivedistribution.
1.Producersofconvenienceproductsandcommonrawmaterialstypicallyseekintensiveditribution.Inthisway,thecompanycanstocktheirproductsinasmanyoutletsaspossibleandmeettheconsumer’sneedsasquicklyaspossible.Thecoca-colausuallyusesintensivedistributiontodistributeitsproducts,whichisdeterminedbythecharactersofitsproducts.
2.Themarketerswhouseexclusivedistributiongiveonlyalimitednumberofdealerstheexclusiverighttodistributeitsproductionsintheirterritories.TheHondausuallyuseexclusivedistribution.Inthisway,Hnodacouldgainstrongerdistributorsellingsupportandmorecontroloverdealerprices,promotion,credit,andservices.
3.Themarketerswhouseselectivedistributioncandevelopgoodworkingrelationshipswithselectedchannelmembersandexpectabetter-than-averagesellingeffort.Lvisusingthisway,becauseitsellsitsmajorproductsthroughdealernetworksandselectedlargeretailers.
7.三种Marketing-coveragestrategies是什么?
解释他们的不同?
答:
。
Thethreekindsofmarketing-coveragestrategies:
undifferentiatedmarketing,differentiatedmarketing,concentratedmarketing.
1.Usinganundifferentiatedmarketingstrategy,afirmmightdecidetoignoremarketsegmentdifferencesandtargetthewholemarketwithoneoffer.Itfocusesonconsumer’scommondemand,notthedifferentdemand.However,itisdifficulttosatisfyallconsumersthroughoneproduct.
2.Usingadifferentiatedmarketingstrategy,afirmdecidesstotargetseveralmarketsegmentsanddesignsseparateoffersforeach.Comparedwiththeundifferentiatedmarketingacrossallsegments,itwillcreatemoresalesbydevelopingastrongerpositionwithinseveralsegments.Butdifferentiatedmarketingalsoincreasesthecostsofdoingbusiness.
3.Concentratedmarketingisespeciallyappealingwhencompanyresourcesarelimited.Thefirmgoesafteralargeshareofoneorafewsegmentsorniches.Aslongasthefirmchoicethebestsegmentmarkets,itwillgethighprofit.Butitinvolveshigher-than-normalriskatthesametime.
8价格调整方面的。
Pricingstrategiesusuallychangeastheproductpassesthroughitslifecycle.Companiesbringingoutanewproductfacethechallengeofsettingprocesforthefirsttime.Theyhavetwochoices:
market-skimmingpricingandmarket-penetrationpricing.
Thecompanyinventsnewproductssethighinitialto“skim”revenueslayerbylayerfromthemarketthatthecompanycangethighprofit.Forexample,thefirstiPodretailpricewasupto399dollars.Eventhoughitisveryexpensiveforcustomers,manycustomersalsowanttobuyit.Thisisasuccessfulexampleofusingthemarket-skimmingpricing.
Thecompanyusesmarket-penetrationpricing,usuallysetalowinitialpricetopenetratethemarketdeeplyandquicklytoattractalargenumberofbuyersandwinalargemarketshare.Forexample,theChanghongcolorTVpricewarin1996.Theyusesthiswaytoachievethesuccessofalltheindustry.
9要通过marketingcommunications产出
Thecommunicatorhastofigureoutanappealorthemethatwillproducethedesiredresponse.Therearethreetypesofappeals:
rational,emotional,andmoral.
1.Rationalappealsrelatetotheaudience’sself-interest.Theyshowthattheproductswillproducethedesiredbenefits.Forexample,Therearemanycosmeticsmagazineads,suchasAmwaynaturalvitaminE,itsaidthatitcanwhiteningandpreventthesun,addthewaterforyourskin,andanti-aging,theseadvantagesareveryattractiveforwoman.
2.Emotionalappealsattempttostirupeithernegativeorpositiveemotionsthatcanmotivatepurchase.Whenthecompaniesneedtostimulateconsumer,theyshouldusepositiveemotionalappealsornegativeemotionalappeals.Forexample,thedetergentofDiaopai,theirslogansis“havetheemotion,havethefamilyandhavetheDiaopai”.Itusedthepeople’semotionandputtheemotiontotheproduct.
3.Moralappealsaredirectedtotheaudience’ssenseofwhatis“right”and“proper.”Whenthecompaniesneedtourgepeopletosupportsocialcauses,theyusuallyusemoralappeals.Forexample,theadsofpublicwelfare,suchas,“Humanbeings’lastdropofwater,itwillbetearsofremorseafterthedestructionoftheenvironment”.Thisisusingthemoralappeals.
10一个公司如何使用公共关系进行沟通
Publicrelationisakindofmajormass-promotiontool,andbuildinggoodrelationswiththecompany’svariouspublicsbyobtainingfavorablepublicity,buildingupagoodcorporateimage,andhandlingorheadingoffunf