市场营销考试问答题Word格式.docx

1、1. The four kinds of the marketing management orientation are: the production concept, the product concept, the selling concept, and the marketing concept. Their differences are listed in the followings: firstly, the production concept holds that consumers will favor products that are available and

2、highly affordable. However, they ignored the consumers needs. Secondly, the product concept holds that consumers will favor products that offer the most in quality, performance, and innovative features, but they do not know what consumer really wants. Thirdly, many companies follow the selling conce

3、pt, which holds that consumers will not buy enough of the firms products unless it undertakes a large-scale selling and promotion effort. However, their aim is to sell what they mark rather than what the market wants. Finally, the marketing concept holds that achieving organizational goals depends o

4、n knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do. And only the marketing concept really considered the customers needs.2. The selling concept is suit for the short-term production and the marketing concept suit for the long-term prod

5、uction. Because of the selling concept could create the short-term benefits, it emphasizes the companys current sales of products, and further to get a lot of profit from the marketing and promotion. On the other hand, the marketing concept began with a clear definition of the market, it committed o

6、n the needs of customers, it could coordinate the marketing activities of all customers. And finally it could build long-term, profitable customer relationships according to the customers value and satisfaction2 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。The companys macroenvironments in

7、clude the following six factors: demographic forces、economic forces、natural forces、technological forces 、political forces and cultural forces.1. The change of the world demographic is very important for the business environment. For example, it can influence the change of population trends, age char

8、acteristics and family structure, the migration of the population, better education characteristics, and the increasing population diversity. They create varieties of different markets and opportunities, as well as the challenges and threats.2. The economic environment is mainly affected the consume

9、rs purchasing power and spending patterns. And todays consumers pay more attention to the values and the changes of the spending patterns. So the company should change their marketing activities with the consumers consumption.3. The change of the natural environment reflected in the shortage of cert

10、ain raw materials, the serious pollution levels and the more and more rigorous government management for the natural resources. And the smart companies should focus on these marketing opportunities brought by the change of the natural environment.4. The technology environment is changing rapidly. Th

11、e development of technology has created new markets and opportunities, and at the same time, the old technology will also be replaced by new technology. So the companies are required to keep up with the pace of technological update.5. On the political environment, because of the increasing legislati

12、on, the changing government agency enforcement and the socially responsible behavior changing government agency enforcement. The company must keep up with these changes in this environment and understand its meaning, and obey the law, social norms and professional ethics.6. The culture influenced th

13、e consumers basic values, perceptions, preferences and behaviors. Consumers often choose the goods that match with their own values. That requires the marketers to keep up with the cultural change. And to find the opportunity in the market.3 服务包括哪四个特征，这四个特征是如何影响营销的。Services have four key characteris

14、tics: intangibility, inseparability, variability, and perishability.1. Service intangibility means that services can not be seen, tasted, felt, heard, or smelled before they are bought. So the service providers should take the work to make the service more tangible to send the right signals about qu

15、ality. The service organization should present their customers with organized, honest evidence of its capabilities.2. Service inseparability means that services cannot be separated from their providers. And the customer is also present as the service is produced. Both the provider and the customer a

16、ffect the service outcome. So the service providers need to improve the quality and efficiency of the service.3. Service variability means that the quality of services depends on who provides them as well as when, where and how they are provided. So the services providers should make the service mor

17、e standard.4. Service perishability means that services cannot be stored for later sale or use. Thus, the service providers must make a strategy to deal with the perishability. So the service providers must interact effectively with customers to create superior value during service encounters. 6.分销渠

18、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？There are three strategies of distribution: intensive distribution, exclusive distribution and selective distribution. 1. Producers of convenience products and common raw materials typically seek intensive ditribution.In this way, the company can st

19、ock their products in as many outlets as possible and meet the consumers needs as quickly as possible. The coca-cola usually uses intensive distribution to distribute its products, which is determined by the characters of its products.2. The marketers who use exclusive distribution give only a limit

20、ed number of dealers the exclusive right to distribute its productions in their territories.The Honda usually use exclusive distribution. In this way, Hnoda could gain stronger distributor selling support and more control over dealer prices, promotion,credit,and services.3. The marketers who use sel

21、ective distribution can develop good working relationships with selected channel members and expect a better-than-average selling effort. Lv is using this way, because it sells its major products through dealer networks and selected large retailers.7.三种Marketing-coverage strategies 是什么？解释他们的不同？答：。Th

22、e three kinds of marketing-coverage strategies: undifferentiated marketing, differentiated marketing, concentrated marketing. 1. Using an undifferentiated marketing strategy, a firm might decide to ignore market segment differences and target the whole market with one offer. It focuses on consumers

23、common demand, not the different demand. However, it is difficult to satisfy all consumers through one product.2. Using a differentiated marketing strategy, a firm decides s to target several market segments and designs separate offers for each. Compared with the undifferentiated marketing across al

24、l segments, it will create more sales by developing a stronger position within several segments. But differentiated marketing also increases the costs of doing business.3. Concentrated marketing is especially appealing when company resources are limited. The firm goes after a large share of one or a

25、 few segments or niches. As long as the firm choice the best segment markets, it will get high profit. But it involves higher-than-normal risk at the same time.8价格调整方面的。Pricing strategies usually change as the product passes through its life cycle. Companies bringing out a new product face the chall

26、enge of setting proces for the first time. They have two choices: market-skimming pricing and market-penetration pricing. The company invents new products set high initial to “skim” revenues layer by layer from the market that the company can get high profit. For example, the first iPod retail price

27、 was up to 399 dollars. Even though it is very expensive for customers, many customers also want to buy it. This is a successful example of using the market-skimming pricing. The company uses market-penetration pricing, usually set a low initial price to penetrate the market deeply and quickly to at

28、tract a large number of buyers and win a large market share. For example, the Changhong color TV price war in 1996.They uses this way to achieve the success of all the industry.9要通过marketing communications 产出The communicator has to figure out an appeal or theme that will produce the desired response

29、. There are three types of appeals：rational, emotional, and moral.1. Rational appeals relate to the audiences self-interest. They show that the products will produce the desired benefits. For example, There are many cosmetics magazine ads, such as Amway natural vitamin E, it said that it can whiteni

30、ng and prevent the sun, add the water for your skin, and anti-aging, these advantages are very attractive for woman.2. Emotional appeals attempt to stir up either negative or positive emotions that can motivate purchase. When the companies need to stimulate consumer, they should use positive emotion

31、al appeals or negative emotional appeals. For example, the detergent of Diaopai, their slogans is “have the emotion, have the family and have the Diaopai”. It used the peoples emotion and put the emotion to the product. 3. Moral appeals are directed to the audiences sense of what is “right” and “pro

32、per.” When the companies need to urge people to support social causes, they usually use moral appeals. For example, the ads of public welfare, such as, “Human beings last drop of water, it will be tears of remorse after the destruction of the environment”. This is using the moral appeals.10 一个公司如何使用公共关系进行沟通Public relation is a kind of major mass-promotion tool, and building good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unf