市场营销考试问答题.docx

市场营销考试问答题.docx

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市场营销考试问答题

1营销管理理念中四种概念有什么区别？

那种概念适合于短期生产。

那种概念适合于长期生产？

为什么？

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？

为什么？

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