营销学课后答案完整版.docx

1、营销学课后答案完整版Charpter1 You can define Marketing.Explain. Marketing: The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. Marketing is managing profitable customer relationshipsWhat is the difference .Descri

2、beipod.1. Needs: states by felt deprivation.Wants: the form human needs take as shaped by culture and individual personalities.Demands: human wants that are backed by buying power.What are the five different marketing ?Which orientation program?5 marketing management orientation: the production conc

3、ept the product concept the selling concept the marketing concept the societal marketing concept For undergraduate student: the selling concept. The aim often is to sell what the company makes rather than marketing what the market wants.Customer value is consumers evaluation .costs?Total benefits: l

4、ow price, efficiency, convenience, the style is what you likeTotal costs: transportation fee (maybe be paid by retailer) The actual one is different from what you see on the Internet.2. What is customer equity ?How can .equity?3. Customer equity:The total combined customer lifetime values of all of

5、the companys customers (current and potential customers) How to increase? Maintain the current customers, develop the potential customers.building the right relationships with the right customers; create super customer value and customer satisfaction.How has the Internet.?Marketers?4. For customers,

6、 know more information, get them faster than other mediaFor marketers, get more new opportunities, get closer relationship with customers.1. There are four major steps in strategic planning. Why is it important for a marketer to perform these steps in order?Solution:The 4 steps:defining the company

7、mission; setting company objectives and goods;designing the business portfolio;Planning marketing and other functional strategies. At the corporate level,the company starts the strategic planning process by defining overall purpose and mission.This mission then is turnecf into detailed supporting db

8、jectives that whole company.Now headquaters decides what portfolio of business and products is best for the company and how much support to give each one.In turn each business and product develops detailed marketing and other department that support the companywide each steps is closely connection i

9、n order. 2. The BCG growth-share matrix identifies four classifications of SBUs: stars, cash cows, question marks, and dogs. Briefly discuss why management may find it difficult to dispose of a“question mark.” Solution: Question marks are low-share business units in high-growth markets. They require

10、 a lot of cash to hold their share, let alone increase it. Management needs to think hard about which questions marks it should try to build into stars and which should be phased out. So question mark is very important. In a changing market, it is very difficult for a company to be sure whether a qu

11、estion mark can be srars or not.3. Discuss the differences between the four growth strategies identified in the product/market expansion grid. Which option would a smaller company be pursuing if it decided to enter an exciting market served by many large, well-known competitors? Assume that the prod

12、uct being introduced by this smaller company is a new offering for the organization, but that this new product offers a number of unique features.Solution： Market penetration is a strategy for company growth by increasing sales of current products to current products to current market segments witho

13、ut changing the product. Market development is a strategy for company growth by identifying and developing new market segments for current company products. Product development is a strategy for company growth by offering modified or new products to current market segments. Diversification is a stra

14、tegy for company growth through starting up or acquiring businesses outside the companys current products and markets. Market penetration. For this product has mangy unique features it can enter to the market by for example add more stores in the current market area to make it easier for more custom

15、ers to visit.4. Does the “4 ps” marketing mix framework do an adequate job of describing marketer responsibilities in preparing and managing marketing programs? Why? Do you see any issues with this framework in relation to service products?Solution: Yes, because many marketing activities that might

16、appear to be left out of the marketing mix are subsumed under one of the four Ps. The issue is not whether there should be four, six, or ten Ps so much as what framework is most helpful in designing integrated marketing programs. Yes, such as banking, airline, and retailing service and packing.5. Wh

17、at is the importance of marketing implementation? How might a company have excellent planning and poor implementation?Solution: Planning good strategies is only a start toward successful marketing. A brilliant marketing strategy counts for little if the company fails to implement it properly. Implem

18、ent and strategy are both important to success, and companies can gain competitive advantages through effective implementation. It is still hard for a company to achieve their strategy. or even to sucess6. What is return on marketing investment? Why is it difficult to measure?Solution: Return on mar

19、keting investment is the net return from a marketing investment divided by the costs of the marketing investment. Because in measuring financial ROI, both the R and the I are uniformly measured in dollars. But there is as of yet no consistent definition of marketing ROI. 1. assume you are a marketin

20、g manager for an automobile company . your job is to reposition an SUV model that was once identified as a “fuel guzzler”. The model now comes with a superefficient, nonpolluting hybrid engine , which of the seven steps of publics discussed in the chapter would have the greatest impact on your plans

21、 to the more fuel-efficient model?The media public would have the greatest impact . because the definition of the public is any group that has an actual or potential interest in or impact on an organizations ability to achieve its objective .and in this question ,its said that the job is reposition

22、the SUV model which with non-polluting hybrid engine now. so it needs the medias power to advertise the new feature of the car ,making a new understanding of the brand. And then it can re-enter the market. 2. what leading demographic factors must an internet portal like AOL consider when marketing i

23、ts products ? why is each factor so important to AOL?1）because no matter marketing what product , it always customer-oriented. And demography is the study of human populations in terms of size ,density, location, age, gender, race, occupation, and other statistics. And demographic factors must be an

24、 internet portal because it needs population who are the consumers when marketing its product. 2) because the demographic factors is of major interests to markers. it involves people ,and people make up markets. The world population is growing at an explosive rate. And the worlds large and highly di

25、verse population poses both opportunities and challenges. And here for AOL, its necessary for its business and connect with its profit. 3. is it a certainty that a company will lose out on new opportunities if it doesnt keep up with new technology? Explain . Can you think of an industry segment wher

26、e technology may not play an important role?1)Yes, its certainty . new technologies create new markets and opportunities. However ,every new technology replaces an older technology . when old industries fought or ignored new technology , their businesses declined. Companies that do not keep up will

27、soon find their products outdated. And they will miss new product and market opportunities.2)举例自己举。4. what can a mobile phones marketer do to take a more proactive approach to the changes in the marketing environment ? discuss the specific forces , including macroenvironmental and microenvironmental

28、 forces.The mobile phones marketer should take the proactive stance toward the marketing environment. Take aggressive actions to affect the publics and forces in their marketing environment. The marketer can hire lobbyists to influence legislation affecting their industries and stage media events to

29、 gain favorable press coverage. He can run advertorials to shape public opinions, pressing lawsuits and file complaints with regulators to keep competitors in line, and they form contractual agreements to better control the distribution channels.(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

30、嘎一句自己的与材料有关的话就够了。)2、Assume that you are a regional marketing manager for a cellular phone company.List at three different sources of internal data and discuss how these data would help you create cellular services that provide greater customer value and satisfaction.Source-The marketing department f

31、urnishes information on customer transaction,demographics,psychographics,and buying behavior.These data can help manager producing the goods that meet the customers needs and wants.Source-The accounting department prepares financial statements and keeps detailed records of sales,costs,and cash flow.

32、These data can lead the decider to make a appropriate price of the cellular phone,prodviding greater customer value.Source-The customer service department keeps records of customer satisfaction or service problems.These data can reflect the postpurchase services of the company and maximize the customer satisfaction.3、Marketing research over the Internal has increased significantly in the past decade.Outline the strengths and weaknesses of marketing research conducted online.Strengths-The most obvious advantag