营销资料面试技巧培训资料.docx

1、营销资料面试技巧培训资料欢迎下载各种资料大全！我的网店 : Case QuestionsCase questions are most commonly used in consulting interviews, but they can be used in other situations, such as in interviews for marketing positions with consumer goods companies. Simply put, a case interview is the analysis of a business question. Unli

2、ke most other interview questions, it is an interactive process. Your interviewer will present you with a business problem and ask you for your opinion. Your job is to ask the interviewer logical questions that will permit you to make a detailed recommendation. The majority of case interviewers dont

3、 have a specific answer that you, the candidate, are expected to give. What the interviewer is looking for is a thought process that is at once analytical and creative. Heres a sample case question: You are advising a credit card company that wants to market a prepaid phone card to its customers. Is

4、 this a good idea? You: What is the role of our company? Do we simply market the card or must we create them ourselves? Interviewer: This card will be co-marketed with an outside phone company. We dont need to perform telecommunications functions. You: What are our expenses connected with the card?

5、Interviewer: We must pay 15 cents for every minute we sell. We also have to pay $1.00 as a start-up cost for the card and card systems. You: What are our marketing expenses? Interviewer: We normally use slips of paper that are attached to the backs of our credit card payment envelopes. We sometimes

6、also send customers a direct mailing - in a separate envelope. Or we can have telemarketers call selected customers. You: Whats the cost of each of these marketing techniques, and what is their response rate? Interviewer: Telemarketers have a 2 percent response rate, and cost $1.00 per call. Direct

7、mailings cost us 40 cents per mailing and have a 0.50 percent rate of response. Our payment attachments have a 0.25 rate of response, but only cost us 5 cents each. You: Im going to assume we will sell one-hour phone cards. That will cost us $9.00 for the minutes and a dollar per card - so each card

8、 costs us $10. Interviewer: That sounds reasonable. You: And what is our expected revenue on a one-hour phone card? What is the current market rate for a 60-minute phone card? Interviewer: Assume its 50 cents a minute. You: So if we sell the cards for $30, we have a $20 profit, minus our expenditure

9、s on marketing. Interviewer: Whats our cost structure look like? You: Okay, lets figure this out. To sell 1,000 cards through telemarketing, we would need to contact 50,000 people. That would cost us $50,000. To use direct mail, we would have to contact 200,000 thousand people, which, at 40 cents pe

10、r mailing, costs us $80,000. Since the envelope inserts arent very reliable, we will need to contact 800,000 people using that method. But at 5 cents each, it costs only $20,000 to sell 1,000 cards. We make $20 profit on each card. But even at the cheapest promotional vehicle, at $20 profit, we woul

11、d only break even, because our profits on 1,000 cards would be $20,000. We shouldnt market this card, unless we can further cut our marketing costs or increase the price of the card. If we could slice the cost of the envelope attachments a penny or so, or sell the card for $35, or convince our co-ma

12、rketer to reduce our costs, it might be worth selling.Commonly-asked QuestionsCompanies these days look for more than whether youre a witty or especially cool individual when it comes to personality. Among the characteristics highest on their list are teamwork and innovation. They may not ask whethe

13、r you are a team player, or creative - doesnt mean you shouldnt go ahead and tell them. But then again, a lot of interviewers will ask you outright: tell me why your personal traits will work here.1. Why are you applying for this position? Probably the most commonly asked question at job interviews.

14、 You need to convince your interviewer that you are enthusiastic about the job. 2. Tell me about a time when you used initiative/Give me an example of when you came up with an innovative solution/Give me an example of a time you exceeded expectations. In this ever-changing world in which we work, em

15、ployees are supposed to be innovative, to be able to think outside of the box. Questions like these (such as the way the initiative question and exceeded expectations questions are worded) can be used as opportunities to talk about creative faculties - pick an instance when showing initiative meant

16、coming up with an out-of-the-ordinary solution.3. I see on your resume that you served as chairperson of such-and-such committee. What was that experience like?Along with innovation, employers often look for leadership ability. In general, interviewers are looking for evidence of a willingness to li

17、sten, an ability to give feedback, and a firmness when it comes to getting things done. 4. What would members of your basketball team/business school cohort/ butterfly catching expedition say about you? Tell us about a time you had to deal with a difficult team member. Teamwork is another highly val

18、ued trait these days, companies are looking for employees who work well in groups. If your interviewer doesnt bring up teamwork, do it yourself. These questions are similar to the leadership questions - interviewers are looking for both an openness to ideas and a willingness to nudge team members to

19、ward a goal. 5. Why did you decide to switch careers/Why did you decide to go back to school/Why did you take time off during college? Be prepared to walk through your resume with your interviewer, especially at companies that like to promote from within. They want to know that youre committed to th

20、e industry and will be loyal to their company.6. Where do you see yourself in 5 years? You dont necessarily need to say that you want to work for the company forever, but you should express how you think the position to which you are applying will help you grow. 7. So you just graduated. How did you

21、 like school?Loved it. Learned so much. And let me tell you a little bit about what types of activities I was involved in.8. What lessons did you learn from you last job that you think can be transferred to this position? 9. What do you consider your biggest fault?Interviewers love this question, ev

22、en though it sort of invites dishonesty. Youre supposed to say something like: Im a perfectionist. Or: I tend to work too hard. You may want to prepare a more thoughtful answer, but you should at least anticipate this question. 10. If you could go anywhere for 24 hours, with an unlimited budget wher

23、e would you go?Sometimes, interviewers will ask off-the-wall questions just to get a better sense of who you are as a person.Questions to Ask During Your Summer Internship Interviews* Can you give me an example of my summer responsibilities? Try to make sure the answer you receive is as specific as

24、possible. Particularly if youre new to the industry, you want to ensure that you will perform work that is representative of a full-time associate. * How many people are typically given permanent job offers? And ask for percentages too. This shows youre interested in opportunities after graduation a

25、t the firm, and allows you to plan your strategic options. Some firms, like Goldman Sachs, are known for giving offers to a small proportion of the summer class. You may want to try better odds at another firm. * Will I be able to rotate between departments? Again, the more you know about the compan

26、y, the better you will be able to determine which department interests you most, or whether you want to work at the firm at all. If theres a specific department you want to work in, you should make this known. * Do you provide any assistance with relocation? Many firms will help locate, and even sub

27、sidize, summer housing. If this makes a difference in whether you take the position, ask. Strategies for Answering Business Case QuestionsIf youre going into an interview where you might expect a case question (a business question presented to you for your detailed analysis), its important to have a

28、 few basic tips down pat. 1. Take notes. As your interviewer presents your case, be sure to take careful notes on the numbers or other facts given. (Always bring a notepad and a pen to a consulting interview.) You dont want to ask your interviewer to later repeat information that has already been gi

29、ven. 2. Ask questions. Your interviewer expects you to ask questions - as many intelligent questions as you need to obtain an accurate picture of the relevant facts in the case. Many inexperienced case interviewees make the error of not asking their interviewer any questions, perhaps afraid that the

30、y will look ignorant, or not wishing to bother the interviewer. On the contrary - not asking questions is a fatal error in a case interview. If you dont know the first thing about the helicopter market, ask how much it costs to manufacture a rotor. If you need to estimate the demand for a beef-flavo

31、red potato snack in Wichita, Kansas, then feel free to ask the population of Wichita and environs. 3. Be prepared to take charge. You will often find that your interviewer will direct your line of questioning to a specific area, but you must always be ready to control the conversation in case the in

32、terviewer does not direct your reasoning. If you are unsure, simply ask the interviewer. For instance, if you find the interviewer offering little direction as you move through your initial scooping questions, you may wish to ask, I find the lack of a risk assessment to be a potential showstopper. Might I ask some detailed questions about this? Or you might say, Given what you have told me about the situation, I would like to drill down for further clarity re