营销资料面试技巧培训资料.docx

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CaseQuestions

Casequestionsaremostcommonlyusedinconsultinginterviews,buttheycanbeusedinothersituations,suchasininterviewsformarketingpositionswithconsumergoodscompanies.Simplyput,acaseinterviewistheanalysisofabusinessquestion.Unlikemostotherinterviewquestions,itisaninteractiveprocess.Yourinterviewerwillpresentyouwithabusinessproblemandaskyouforyouropinion.Yourjobistoasktheinterviewerlogicalquestionsthatwillpermityoutomakeadetailedrecommendation.Themajorityofcaseinterviewersdon'thaveaspecificanswerthatyou,thecandidate,areexpectedtogive.Whattheinterviewerislookingforisathoughtprocessthatisatonceanalyticalandcreative.Here'sasamplecasequestion:

Youareadvisingacreditcardcompanythatwantstomarketaprepaidphonecardtoitscustomers.Isthisagoodidea?

You:

Whatistheroleofourcompany?

Dowesimplymarketthecardormustwecreatethemourselves?

Interviewer:

Thiscardwillbeco-marketedwithanoutsidephonecompany.Wedon'tneedtoperformtelecommunicationsfunctions.

You:

Whatareourexpensesconnectedwiththecard?

Interviewer:

Wemustpay15centsforeveryminutewesell.Wealsohavetopay$1.00asastart-upcostforthecardandcardsystems.

You:

Whatareourmarketingexpenses?

Interviewer:

Wenormallyuseslipsofpaperthatareattachedtothebacksofourcreditcardpaymentenvelopes.Wesometimesalsosendcustomersadirectmailing-inaseparateenvelope.Orwecanhavetelemarketerscallselectedcustomers.

You:

What'sthecostofeachofthesemarketingtechniques,andwhatistheirresponserate?

Interviewer:

Telemarketershavea2percentresponserate,andcost$1.00percall.Directmailingscostus40centspermailingandhavea0.50percentrateofresponse.Ourpaymentattachmentshavea0.25rateofresponse,butonlycostus5centseach.

You:

I'mgoingtoassumewewillsellone-hourphonecards.Thatwillcostus$9.00fortheminutesandadollarpercard-soeachcardcostsus$10.

Interviewer:

Thatsoundsreasonable.

You:

Andwhatisourexpectedrevenueonaone-hourphonecard?

Whatisthecurrentmarketratefora60-minutephonecard?

Interviewer:

Assumeit's50centsaminute.

You:

Soifwesellthecardsfor$30,wehavea$20profit,minusourexpendituresonmarketing.

Interviewer:

What'sourcoststructurelooklike?

You:

Okay,let'sfigurethisout.Tosell1,000cardsthroughtelemarketing,wewouldneedtocontact50,000people.Thatwouldcostus$50,000.Tousedirectmail,wewouldhavetocontact200,000thousandpeople,which,at40centspermailing,costsus$80,000.Sincetheenvelopeinsertsaren'tveryreliable,wewillneedtocontact800,000peopleusingthatmethod.Butat5centseach,itcostsonly$20,000tosell1,000cards.

Wemake$20profitoneachcard.Butevenatthecheapestpromotionalvehicle,at$20profit,wewouldonlybreakeven,becauseourprofitson1,000cardswouldbe$20,000.Weshouldn'tmarketthiscard,unlesswecanfurthercutourmarketingcostsorincreasethepriceofthecard.Ifwecouldslicethecostoftheenvelopeattachmentsapennyorso,orsellthecardfor$35,orconvinceourco-marketertoreduceourcosts,itmightbeworthselling.

Commonly-askedQuestions

Companiesthesedayslookformorethanwhetheryou'reawittyorespeciallycoolindividualwhenitcomestopersonality.Amongthecharacteristicshighestontheirlistareteamworkandinnovation.Theymaynotaskwhetheryouareateamplayer,orcreative--doesn'tmeanyoushouldn'tgoaheadandtellthem.Butthenagain,alotofinterviewerswillaskyououtright:

tellmewhyyourpersonaltraitswillworkhere.

1.Whyareyouapplyingforthisposition?

Probablythemostcommonlyaskedquestionatjobinterviews.Youneedtoconvinceyourinterviewerthatyouareenthusiasticaboutthejob.

2.Tellmeaboutatimewhenyouusedinitiative/Givemeanexampleofwhenyoucameupwithaninnovativesolution/Givemeanexampleofatimeyouexceededexpectations.

Inthisever-changingworldinwhichwework,employeesaresupposedtobeinnovative,tobeableto"thinkoutsideofthebox.Questionslikethese（suchasthewaythe"initiative"questionand"exceededexpectations"questionsareworded）canbeusedasopportunitiestotalkaboutcreativefaculties--pickaninstancewhenshowinginitiativemeantcomingupwithanout-of-the-ordinarysolution.

3.Iseeonyourresumethatyouservedaschairpersonofsuch-and-suchcommittee.Whatwasthatexperiencelike?

Alongwithinnovation,employersoftenlookforleadershipability.Ingeneral,interviewersarelookingforevidenceofawillingnesstolisten,anabilitytogivefeedback,andafirmnesswhenitcomestogettingthingsdone.

4.Whatwouldmembersofyourbasketballteam/businessschoolcohort/butterflycatchingexpeditionsayaboutyou?

Tellusaboutatimeyouhadtodealwithadifficultteammember.

Teamworkisanotherhighlyvaluedtraitthesedays,companiesarelookingforemployeeswhoworkwellingroups.Ifyourinterviewerdoesn'tbringupteamwork,doityourself.Thesequestionsaresimilartotheleadershipquestions-interviewersarelookingforbothanopennesstoideasandawillingnesstonudgeteammemberstowardagoal.

5.Whydidyoudecidetoswitchcareers/Whydidyoudecidetogobacktoschool/Whydidyoutaketimeoffduringcollege?

Bepreparedtowalkthroughyourresumewithyourinterviewer,especiallyatcompaniesthatliketopromotefromwithin.Theywanttoknowthatyou'recommittedtotheindustryandwillbeloyaltotheircompany.

6.Wheredoyouseeyourselfin5years?

Youdon'tnecessarilyneedtosaythatyouwanttoworkforthecompanyforever,butyoushouldexpresshowyouthinkthepositiontowhichyouareapplyingwillhelpyougrow.

7.Soyoujustgraduated.Howdidyoulikeschool?

Lovedit.Learnedsomuch.AndletmetellyoualittlebitaboutwhattypesofactivitiesIwasinvolvedin.

8.Whatlessonsdidyoulearnfromyoulastjobthatyouthinkcanbetransferredtothisposition?

9.Whatdoyouconsideryourbiggestfault?

Interviewerslovethisquestion,eventhoughitsortofinvitesdishonesty.You'resupposedtosaysomethinglike:

"I'maperfectionist."Or:

"Itendtoworktoohard."Youmaywanttoprepareamorethoughtfulanswer,butyoushouldatleastanticipatethisquestion.

10.Ifyoucouldgoanywherefor24hours,withanunlimitedbudgetwherewouldyougo?

Sometimes,interviewerswillaskoff-the-wallquestionsjusttogetabettersenseofwhoyouareasaperson.

QuestionstoAskDuringYourSummerInternshipInterviews

*Canyougivemeanexampleofmysummerresponsibilities?

Trytomakesuretheansweryoureceiveisasspecificaspossible.Particularlyifyou'renewtotheindustry,youwanttoensurethatyouwillperformworkthatisrepresentativeofafull-timeassociate.

*Howmanypeoplearetypicallygivenpermanentjoboffers?

Andaskforpercentagestoo.Thisshowsyou'reinterestedinopportunitiesaftergraduationatthefirm,andallowsyoutoplanyourstrategicoptions.Somefirms,likeGoldmanSachs,areknownforgivingofferstoasmallproportionofthesummerclass.Youmaywanttotrybetteroddsatanotherfirm.

*WillIbeabletorotatebetweendepartments?

Again,themoreyouknowaboutthecompany,thebetteryouwillbeabletodeterminewhichdepartmentinterestsyoumost,orwhetheryouwanttoworkatthefirmatall.Ifthere'saspecificdepartmentyouwanttoworkin,youshouldmakethisknown.

*Doyouprovideanyassistancewithrelocation?

Manyfirmswillhelplocate,andevensubsidize,summerhousing.Ifthismakesadifferenceinwhetheryoutaketheposition,ask.

StrategiesforAnsweringBusinessCaseQuestions

Ifyou'regoingintoaninterviewwhereyoumightexpectacasequestion（abusinessquestionpresentedtoyouforyourdetailedanalysis）,it'simportanttohaveafewbasictipsdownpat.

1.Takenotes.

Asyourinterviewerpresentsyourcase,besuretotakecarefulnotesonthenumbersorotherfactsgiven.（Alwaysbringanotepadandapentoaconsultinginterview.）Youdon'twanttoaskyourinterviewertolaterrepeatinformationthathasalreadybeengiven.

2.Askquestions.

Yourinterviewerexpectsyoutoaskquestions--asmanyintelligentquestionsasyouneedtoobtainanaccuratepictureoftherelevantfactsinthecase.Manyinexperiencedcaseintervieweesmaketheerrorofnotaskingtheirintervieweranyquestions,perhapsafraidthattheywilllookignorant,ornotwishingto"bother"theinterviewer.Onthecontrary--notaskingquestionsisafatalerrorinacaseinterview.Ifyoudon'tknowthefirstthingaboutthehelicoptermarket,askhowmuchitcoststomanufacturearotor.Ifyouneedtoestimatethedemandforabeef-flavoredpotatosnackinWichita,Kansas,thenfeelfreetoaskthepopulationofWichitaandenvirons.

3.Bepreparedtotakecharge.

Youwilloftenfindthatyourinterviewerwilldirectyourlineofquestioningtoaspecificarea,butyoumustalwaysbereadytocontroltheconversationincasetheinterviewerdoesnotdirectyourreasoning.Ifyouareunsure,simplyasktheinterviewer.Forinstance,ifyoufindtheinterviewerofferinglittledirectionasyoumovethroughyourinitialscoopingquestions,youmaywishtoask,"Ifindthelackofariskassessmenttobeapotentialshowstopper.MightIasksomedetailedquestionsaboutthis?

"Oryoumightsay,"Givenwhatyouhavetoldmeaboutthesituation,Iwouldliketodrilldownforfurtherclarityre