营销学课后答案完整版.docx

营销学课后答案完整版.docx

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营销学课后答案完整版

Charpter1

YoucandefineMarketing….Explain…….

Marketing:

Theprocessbywhichcompaniescreatevalueforcustomersandbuildstrongcustomerrelationshipsinordertocapturevaluefromcustomersinreturn.Marketingismanagingprofitablecustomerrelationships

Whatisthedifference…….Describe…ipod.

1.Needs:

statesbyfeltdeprivation.

Wants:

theformhumanneedstakeasshapedbycultureandindividualpersonalities.

Demands:

humanwantsthatarebackedbybuyingpower.

Whatarethefivedifferentmarketing………?

Whichorientation……program?

5marketingmanagementorientation:

①theproductionconcept②theproductconcept③thesellingconcept

④themarketingconcept⑤thesocietalmarketingconcept

Forundergraduatestudent:

thesellingconcept.Theaimoftenistosellwhatthecompanymakesratherthanmarketingwhatthemarketwants.

Customervalueisconsumer’sevaluation…..costs?

Totalbenefits:

lowprice,efficiency,convenience,thestyleiswhatyoulike

Totalcosts:

transportationfee（maybebepaidbyretailer）

TheactualoneisdifferentfromwhatyouseeontheInternet.

2.Whatiscustomerequity?

Howcan…...equity?

3.Customerequity:

Thetotalcombinedcustomerlifetimevaluesofallofthecompany’scustomers（currentandpotentialcustomers）

Howtoincrease?

Maintainthecurrentcustomers,developthepotentialcustomers..buildingtherightrelationshipswiththerightcustomers;createsupercustomervalueandcustomersatisfaction..

HowhastheInternet….?

Marketers?

4.Forcustomers,knowmoreinformation,getthemfasterthanothermedia

Formarketers,getmorenewopportunities,getcloserrelationshipwithcustomers.

1.Therearefourmajorstepsinstrategicplanning.Whyisitimportantforamarketertoperformthesestepsinorder?

Solution:

The4steps:

definingthecompanymission;settingcompanyobjectivesandgoods;designingthebusinessportfolio;Planningmarketingandotherfunctionalstrategies.

Atthecorporatelevel,thecompanystartsthestrategicplanningprocessbydefiningoverallpurposeandmission.Thismissionthenisturnecfintodetailedsupportingdbjectivesthatwholecompany.Nowheadquatersdecideswhatportfolioofbusinessandproductsisbestforthecompanyandhowmuchsupporttogiveeachone.Inturneachbusinessandproductdevelopsdetailedmarketingandotherdepartmentthatsupportthecompanywideeachstepsiscloselyconnectioninorder.

2.TheBCGgrowth-sharematrixidentifiesfourclassificationsofSBUs:

stars,cashcows,questionmarks,anddogs.Brieflydiscusswhymanagementmayfinditdifficulttodisposeofa“questionmark.”

Solution:

Questionmarksarelow-sharebusinessunitsinhigh-growthmarkets.Theyrequirealotofcashtoholdtheirshare,letaloneincreaseit.Managementneedstothinkhardaboutwhichquestionsmarksitshouldtrytobuildintostarsandwhichshouldbephasedout.Soquestionmarkisveryimportant.Inachangingmarket,itisverydifficultforacompanytobesurewhetheraquestionmarkcanbesrarsornot.

3.Discussthedifferencesbetweenthefourgrowthstrategiesidentifiedintheproduct/marketexpansiongrid.Whichoptionwouldasmallercompanybepursuingifitdecidedtoenteranexcitingmarketservedbymanylarge,well-knowncompetitors?

Assumethattheproductbeingintroducedbythissmallercompanyisanewofferingfortheorganization,butthatthisnewproductoffersanumberofuniquefeatures.

Solution：

Marketpenetrationisastrategyforcompanygrowthbyincreasingsalesofcurrentproductstocurrentproductstocurrentmarketsegmentswithoutchangingtheproduct.Marketdevelopmentisastrategyforcompanygrowthbyidentifyinganddevelopingnewmarketsegmentsforcurrentcompanyproducts.Productdevelopmentisastrategyforcompanygrowthbyofferingmodifiedornewproductstocurrentmarketsegments.Diversificationisastrategyforcompanygrowththroughstartinguporacquiringbusinessesoutsidethecompany’scurrentproductsandmarkets.

Marketpenetration.Forthisproducthasmangyuniquefeaturesitcanentertothemarketbyforexampleaddmorestoresinthecurrentmarketareatomakeiteasierformorecustomerstovisit.

4.Doesthe“4ps”marketingmixframeworkdoanadequatejobofdescribingmarketerresponsibilitiesinpreparingandmanagingmarketingprograms?

Why?

Doyouseeanyissueswiththisframeworkinrelationtoserviceproducts?

Solution:

Yes,becausemanymarketingactivitiesthatmightappeartobeleftoutofthemarketingmixaresubsumedunderoneofthefourPs.Theissueisnotwhetherthereshouldbefour,six,ortenPssomuchaswhatframeworkismosthelpfulindesigningintegratedmarketingprograms.

Yes,suchasbanking,airline,andretailingserviceandpacking.

5.Whatistheimportanceofmarketingimplementation?

Howmightacompanyhaveexcellentplanningandpoorimplementation?

Solution:

Planninggoodstrategiesisonlyastarttowardsuccessfulmarketing.Abrilliantmarketingstrategycountsforlittleifthecompanyfailstoimplementitproperly.Implementandstrategyarebothimportanttosuccess,andcompaniescangaincompetitiveadvantagesthrougheffectiveimplementation.

Itisstillhardforacompanytoachievetheirstrategy.oreventosucess

6.Whatisreturnonmarketinginvestment?

Whyisitdifficulttomeasure?

Solution:

Returnonmarketinginvestmentisthenetreturnfromamarketinginvestmentdividedbythecostsofthemarketinginvestment.

BecauseinmeasuringfinancialROI,boththeRandtheIareuniformlymeasuredindollars.ButthereisasofyetnoconsistentdefinitionofmarketingROI.

1.assumeyouareamarketingmanagerforanautomobilecompany.yourjobistorepositionanSUVmodelthatwasonceidentifiedasa“fuelguzzler”.Themodelnowcomeswithasuperefficient,nonpollutinghybridengine,whichofthesevenstepsofpublicsdiscussedinthechapterwouldhavethegreatestimpactonyourplanstothemorefuel-efficientmodel?

Themediapublicwouldhavethegreatestimpact.becausethedefinitionofthepublicisanygroupthathasanactualorpotentialinterestinorimpactonanorganization’sabilitytoachieveitsobjective.andinthisquestion,it’ssaidthatthejobisrepositiontheSUVmodelwhichwithnon-pollutinghybridenginenow.soitneedsthemedia’spowertoadvertisethenewfeatureofthecar,makinganewunderstandingofthebrand.Andthenitcanre-enterthemarket.

2.whatleadingdemographicfactorsmustaninternetportallikeAOLconsiderwhenmarketingitsproducts?

whyiseachfactorsoimportanttoAOL?

1）becausenomattermarketingwhatproduct,italwayscustomer-oriented.Anddemographyisthestudyofhumanpopulationsintermsofsize,density,location,age,gender,race,occupation,andotherstatistics.Anddemographicfactorsmustbeaninternetportalbecauseitneedspopulationwhoaretheconsumerswhenmarketingitsproduct..

2）becausethedemographicfactorsisofmajorintereststomarkers.itinvolvespeople,andpeoplemakeupmarkets.Theworldpopulationisgrowingatanexplosiverate.Andtheworld’slargeandhighlydiversepopulationposesbothopportunitiesandchallenges.AndhereforAOL,it’snecessaryforitsbusinessandconnectwithitsprofit.

3.isitacertaintythatacompanywillloseoutonnewopportunitiesifitdoesn’tkeepupwithnewtechnology?

Explain.Canyouthinkofanindustrysegmentwheretechnologymaynotplayanimportantrole?

1）Yes,it’scertainty.newtechnologiescreatenewmarketsandopportunities.However,everynewtechnologyreplacesanoldertechnology.whenoldindustriesfoughtorignorednewtechnology,theirbusinessesdeclined.Companiesthatdonotkeepupwillsoonfindtheirproductsoutdated.Andtheywillmissnewproductandmarketopportunities.

2）举例自己举。

4.whatcanamobilephonesmarketerdototakeamoreproactiveapproachtothechangesinthemarketingenvironment?

discussthespecificforces,includingmacroenvironmentalandmicroenvironmentalforces.

Themobilephonesmarketershouldtaketheproactivestancetowardthemarketingenvironment.Takeaggressiveactionstoaffectthepublicsandforcesintheirmarketingenvironment.Themarketercanhirelobbyiststoinfluencelegislationaffectingtheirindustriesandstagemediaeventstogainfavorablepresscoverage.Hecanrunadvertorialstoshapepublicopinions,pressinglawsuitsandfilecomplaintswithregulatorstokeepcompetitorsinline,andtheyformcontractualagreementstobettercontrolthedistributionchannels.（这个是书上的远离部分，具体的这个手机的营销员怎么做自己可随意编写进去。

按照这模版远离走即可，在原理后面加上嘎一句自己的与材料有关的话就够了。

）

2、Assumethatyouarearegionalmarketingmanagerforacellularphonecompany.Listatthreedifferentsourcesofinternaldataanddiscusshowthesedatawouldhelpyoucreatecellularservicesthatprovidegreatercustomervalueandsatisfaction.

Source----Themarketingdepartmentfurnishesinformationoncustomertransaction,demographics,psychographics,andbuyingbehavior.Thesedatacanhelpmanagerproducingthegoodsthatmeetthecustomersneedsandwants.

Source----Theaccountingdepartmentpreparesfinancialstatementsandkeepsdetailedrecordsofsales,costs,andcashflow.Thesedatacanleadthedecidertomakeaappropriatepriceofthecellularphone,prodvidinggreatercustomervalue.

Source----Thecustomerservicedepartmentkeepsrecordsofcustomersatisfactionorserviceproblems.Thesedatacanreflectthepostpurchaseservicesofthecompanyandmaximizethecustomersatisfaction.

3、MarketingresearchovertheInternalhasincreasedsignificantlyinthepastdecade.Outlinethestrengthsandweaknessesofmarketingresearchconductedonline.

Strengths----Themostobviousadvantag