市場營銷基本知識英文版

1、n更多企業(yè)學院： ?中小企業(yè)管理全能版?183套講座+89700份資料?總經理、高層管理?49套講座+16388份資料?中層管理學院?46套講座+6020份資料?國學智慧、易經?46套講座?人力資源學院?56套講座+27123份資料?各階段員工培訓學院?77套講座+ 324份資料?員工管理企業(yè)學院?67套講座+ 8720份資料?工廠生產管理學院?52套講座+ 13920份資料?財務管理學院?53套講座+ 17945份資料?銷售經理學院?56套講座+ 14350份資料?銷售人員培訓學院?72套講座+ 4879份資料n更多企業(yè)學院： ?中小企業(yè)管理全能版?183套講座+89700份資料?總經理、高

2、層管理?49套講座+16388份資料?中層管理學院?46套講座+6020份資料?國學智慧、易經?46套講座?人力資源學院?56套講座+27123份資料?各階段員工培訓學院?77套講座+ 324份資料?員工管理企業(yè)學院?67套講座+ 8720份資料?工廠生產管理學院?52套講座+ 13920份資料?財務管理學院?53套講座+ 17945份資料?銷售經理學院?56套講座+ 14350份資料?銷售人員培訓學院?72套講座+ 4879份資料1. Please draw the pyramid of Maslows hierarchy of needs and try to illustrate.A p

3、erson tries to satisfy the most important need first. When that need is satisfied, it will stop being a motivator and the person will then try to satisfy the next most important need.Physiological needs, they consist of need for oxygen, food, water, and a relatively constant temperature.Safety needs

4、, when all physiological needs are satisfied, the need for security can become active. Adult have little awareness of their security needs except in times of emergency or periods of widespread rioting(暴動). Children often display the signs of insecurity and the need to be safe.Social needs, when the

5、needs for safety and for physiological are satisfied, the need for love, affection, and belongingness can emerge. People seek to overcome feelings of loneliness and alienation(疏離). This involves both giving and receiving love, affection and the sense of belonging.Esteem needs, when above three needs

6、 are satisfied; the needs for esteem can become dominant. These involve needs for both self-esteem and for the esteem a person gets from others.Self-actualization needs, when all of the foregoing(上面提到的) needs are satisfied, then the need for self-actualization activated. Self-actualization as a pers

7、ons need to be and do that the person was “born to do. These needs make themselves felt in signs of restless, because they dont know what restlessness坐立不安 is about.2. What is the PEST analysis? A PEST analysis of the companys microenvironments factors will be made in this section. PEST analysis invo

8、lves identifying the political, economical, social and technological influences on an organization.Ppolitical environmentEeconomical environmentSsocio cultural environmentTtechnological environment3. Use an example to explain three levels of benefits in terms of product analysis.A Parker fountain pe

9、n, the product analysis would be:Core Benefit, Writing implement for communicationReal Product, A physical fountain penEnhanced Product, Brand identity, guarantee period, repair and maintenance service4. Whats PLC? (產品生產周期)A products lifecycle can be divided into four stages.Introduction stage is a

10、period of slow sales growth as the product being introduce in the market; this is the most expensive stage.Growth stage is a period of rapid market acceptance and increasing profiles. The product is establishing itself in the market and sales are increasing over time.Maturity stage is a period of sl

11、owdown in sales growth, because the product has achieved acceptance by most potential buyers.Decline stage is a period when sales fall off and profit drop.周期表表示的是隨著時間的增長，銷量產生的變化。5. Whats the Marketing implication of the Boston Box? (7 points)The Boston box classifies products according to their mark

12、et share and potential for market growth. It is often used by management to help decide on the appropriate product range.Stars are high-growth, high share business or products. They often need heavy investment to finance their rapid growth.Cash cows are low-growth, high-share business units in high-

13、growth markets. It will probably require intensive(猛烈的) advertising.Dogs are low-growth, low-share business and products which are probably making a loss and should be dropped from the product range.6. Could you list 5 different ways of entering a new foreign market? (5 points)Exporting is a simples

14、t of entering a foreign market that involves the least troubleAgency is a company that employ another person or company to sell for him the products or service.Licensing, in international marketing, a company and a foreign company can arrive at an agreement that the foreign company may use the manuf

15、acturing process, patents and so on, but it has to pay some fee or royalty(專利稅)Contract manufacturing, under this agreement, a company can either provide a manufacturing part or have the manufacturing assemble(聚集) them, or ask the manufacturing to take care of the whole process of the production.For

16、eign Direct Investment, more and more countries using this method to expand their overseas presence.In conclusion, we can find that with participation widening, more risks will come. And the less input, the more safety, it is to say that exporting has the highest safety, the lowest input(投入). FDI ha

17、s the lowest safety, the highest input.7. Could you offer some examples of niche marketing and individual marketing in international market? (4 points)Niche marketing refers to marketing in a smaller segment.For example, the postnatal care center provides pregnant woman with all the service after ba

18、by was born. And there is professional nurse take care of babies, and mother can learn a lot in the center about taking care of babies. Another example is about an IT company, which invent the security digital memory card, and this card can extend electronic products storage capacity, fasten transmi

19、ssion speed, also it is easy to be taken away and safe to keep ones privacy.Individual marketing is the ultimate level of segmentation; sometimes its called one-to one marketing.Such as cloth making, sometimes consumer can go directly to the tailors and choose the style, color and cloth you favor, t

20、hen the tailor will make the suit as you direct, so Levis does. And another example as Benz and Rolls-Royce, they will accord the rich need for luxury, style, safety and habits, then making various cars for them.8. What are the marketing implications of the complex buying behavior? (4 points)Consume

21、rs undertake complex buying behavior when they are highly involved in a purchase and perceive significant difference among brands. Consumer may be highly involved when the product is expensive, risky, purchased infrequently, and highly self-expressive. Typically, the consumer has to learn about the

22、product category. For example, a personal computer buyer may not know what attribute to consider.Marketers need to help buyers learn about product-class attributes and their relative importance, and about what the companys brand offers on the important attributes. Marketers need to differentiate the

23、ir brands feature. Then they must motivate store salespeople and the buyers acquaintances to influence the final brand choice.9. What is word-of- mouth, and what are two chief advantages of it?People often ask others-friend, relative, acquaintance(熟人), professionals-for recommendations concerning a

24、product or service, it is called mouth-to-mouth.These sources have two chief advantages:First, they are convincing. Word of mouth is the only promotion method that is of consumers, by consumers, and for consumers.Second, the costs are low. Keeping in touch with satisfied customers and turning them i

25、nto word-of-mouth advocates(主張) costs the business relatively little.10. What are factors influencing consumer behavior?Cultural factors exert(發(fā)揮) the broadest and deepest influence on consumer behavior.Culture is the most basic cause of a persons wants and behavior.Subculture includes nationalities

26、, religions, racial groups, and geographic religions,Social class is member share similar values, interests, and behaviors.Social: reference groups, family, roles and statusPersonal: age and lifecycle stage, occupation, economic circumstances, lifestyle, personality and self-concept.psychological(心理

27、的上：motivation, perception, learning, beliefs and attitudes.11. Please write the steps in personal selling process? (4 points)Prospecting and qualifyingthe salesperson identifies qualified potential customers.1) Preapproach事前準備the salesperson should learn as much as possible about a prospective(預期的)

28、customer before making a sales call.2) Approachthe salesperson meet and greets the buyer to get the relationship off to a good start.3) Presentation and demonstrationthe salesperson tells the product “story to the buyer, showing how the product will make or save money for the buyer.4) Handling objec

29、tionsthe salesperson seeks out, clarifies(說明) and overcomes customer objection to buying.5) Closingthe salesperson asks the customer for an order.6) Follow upthe salesperson follows up after the sales to ensure customer satisfaction and repeat business.12. What are advantages of export? (7 points)1)

30、 Increasing the company turnover.2) Attracting higher caliber(才干) staff of a professional managerial status.3) Exporting company becomes more competitive,4) The product and service offered become more competitive.5) Exporting company can enjoy the economy of scale.6) The companys risks and businesse

31、s can spread throughout more markets.7) Exporting company becomes more integrated(綜合的，完整的).8) Exporting is very flexible that the firm can withdraw when its less favorable.13. What are three stages of target marketing? Please give an example for each stage. (5 points)1) Market segmentation. For exam

32、ple, Wal-Mart, the world No.1 retailer, has different types of sales outlet: supermarket, neighborhood market and Sams Club in different areas. They set up different forms of sales outlet in different areas.2) Market targeting. For example, the “COFCO firms covering estate(房地產), food, drink and so o

33、n.3) Market positioning. For example, IBM gets a high positioning; it gives consumers an impression of high technology, pursuit of perfect, very serious work attitude and reliability.14. Whats the Marketing mix? (6 points)Marketing mix refers to the way in which the four parts of a companys marketin

34、g policy are combined to achieve its goals.Product: deciding on the type and design of the product, the range of the products, the packaging of the product.Price: finding out how much the customer will pay for the product and the method of payment, such as cash, credit.Place: deciding where the product will be sold. Here the chains of description wil