Marketing部分復習資料

1、Marketing期末復習資料.祝大家好運然后有緣再見1.WhatdoesCRMstandsfor?2.3.4.5.6.CRM=CustomerRelationshipManagement.WhatdoesaCRMdo?ACRMorCustomerRelationshipManagementSystemmanagesdetailedinformationaboutindividualcustomersandcarefullymanagescustomertouch-pointstomaximizecustomerloyalty客戶的忠誠度.Whatisthemostimportantlette

2、rinCRMforMarketers?Themostimportantletteristhe"R'Buildingstrongrelationshipiscriticaltosuccessfulmarketinginitiatives.Whatisatouch-pointinMarketing?Atouch-pointisanythingthatbringsaconsumerintocontactwithabrand.Whataresometouch-pointsinMarketing?Advertising廣告Marketingcommunications營銷傳播Perso

3、nalexperiencewiththebrand個人經驗與品牌Wordofmouth口頭宣傳Socialmedia社會媒體Companyandbrandwebsites公司和品牌網站Storedisplays商店展示圖片CustomerPurchases顧客購買Servicesandsupportcalls服務和客服電話SatisfactionSurvey'滿意度調查CreditandPaymentinteractions信貸和付款的交互WhatisaMarketingDSS?AMarketingDecisionSupportSystems.Aninteractive個互動的,fle

4、xiblecomputerized電月百informationsystemthatenablesmanagerstoobtain獲彳導andmanipulate抄作informationastheyaremakingdecisions.7.8.WhatisCIinmarketresearch?CompetitiveIntelligenceAnintelligencesystem競爭情報的情報系統(tǒng)thathelpsmanagersasses翻估theircompetitionandvendors競爭和供應商inordertobecomemoreefficientandeffectivecompe

5、titors競爭對手.WhatareSnoopDoggandJackieChanintheCokevsPepsicommercials?BrandAmbassadors!Aperson,undercontractwiththebrandasaspokespersonforthebrand.'smarketingorganization,actsWhatisaSlogan?Ashortandstrikingormemorablephraseusedinadvertising.Finger-lickin'good!KFCBetchacan'teatjustoneLaysPo

6、tatoChipsJustdoit.NikeThetasteofanewgeneration.PepsiThinksmall.VolkswagenThinkdifferent.AppleNeverfollow.Audi10. WhatisMarketingResearch?Theprocessofplanning,collecting,andanalyzingdatarelevanttoamarketingdecision.11. Whatarethe7stepstomarketresearch?（簡答題）12. WhatkindofthingsdoyouthinkMarketersResea

7、rch?UsesAwarenessFamiliarityNewconceptsTrafficpatternsWantsBuyinghabitsNeedsColoursPolitics13. Whydowedomarketresearch?PurposeIdentifyingconsumerneedsIdentifyingCompetitionkJentifyiiigOpportu加加軸g3psinthemarketReduceRiskiPHanniingEvialuationofStratejiesfPromotionAssessirigMarketingMi署Identifyingmarke

8、tsegmentsLbhlWl14.WhatareManagementUsesofMarketingResearch?ImprovethequalityofdecisionmakingTracingproblems跟蹤問題Keepingexistingcustomers保持現(xiàn)有客戶Understandtheever-changingmarketplace了解不斷變化的市場15. WhataresomeAdvantagesofMarketResearch?HelpsfocusattentiononobjectivesAidsforecasting艾滋病預測,planningandstrategi

9、cdevelopment規(guī)劃和戰(zhàn)略發(fā)展MayhelptoreduceriskofnewproductdevelopmentCommunicatesimage,vision,etc.16. WhataresomeDisadvantagesofMarketResearch?DisadvantagesofMarketResearch（對錯題）InformationonlyasgoodasthemethodologyusedCanbeinaccurateorunreliable不準確或者不可靠Resultsmaynotbewhatthebusinesswantstohear!Maystifleinit

10、iativeand'gutfemgE動性和直覺17. Whoknowssomemarketingresearchmethods?Primarydata原始數(shù)據(jù)Secondarydata二手數(shù)據(jù)Surveys調查Interviews訪談Questionnaires問卷FocusGroups焦點小組、小組討論Ethnographic人種志的Experiments實驗18. WhatisPrimaryData?關于"primarydate”的東西不會很重要！Informationcollectedforthefirsttime;usedforsolvingtheparticular

11、problemunderInvestigation.19. WhatisPrimaryResearch?Firsthandinformation.Expensivetocollect,analyseandevaluate.Canbehighlyfocussedandrelevant.20. DoesanyoneknowanyexamplesofPrimaryResearch?PostallSurveyTelephoneSurveysCustomerInterviewsTes-tMarketsTechnology-InternetfeedbackQuestlonvw11紿劃21.WhatisSe

12、condaryData?ofsecondarydata?關于"secondarydata"的很重要!她會問：GivemesomeexampleDatapreviouslycollectedforanypurposeotherthantheoneathand.22.AdvantagesofSecondaryDataSavestimeandmoneyifontargetAidsindeterminingdirectionforprimarydatacollectionPinpointsthekindsofpeopletoapproachServesasabasisofcompa

13、rison比較forotherdataDisadvantagesofSecondaryDataMaynotgiveadequatedetailedinformation不能給足夠詳細的信息MaynotbeontargetwiththeresearchproblemQualityandaccuracy準確性ofdatamayposeaproblem23.WhatisSecondaryResearch?重點看InternalSourcesofSecondaryResearch:CompanyAccounts內部往來InternalReportsandAnalysis內部報告和分析StockAnal

14、ysis存貨/股票分析Retaildata零售數(shù)據(jù)-loyaltycards優(yōu)惠卡,tilldata,etcExternalSourcesofSecondaryResearch:GovernmentStatistics(StatsCanada)Tradepublications商業(yè)性出版物MagazinesurveysOtherfirms'researchResearchdocuments-publications,journals,etc.24. WhatisSurveyResearch?SurveyresearchisoneofthemostimportantareasofMeas

15、urementinappliedsocialresearch.Thebroadareaofsurveyresearchencompasses包括anyMeasurementproceduresthatinvolveaskingquestionsofrespondents.25. CanyouthinkofsometypesofSurveyResearch?這個考連線題ExecutiveInterviewsIn-HomeInterviewsMallInterceptInterviewsTelephoneInterviews26. WhatareMallInterceptandExecutiveI

16、nterviews?MallInterceptInterview:Surveyresearchmethodthatinvolvesinterviewingpeopleinthecommonareasofshoppingmalls.ExecutiveInterview:AtypeofsurveythatinvolvesinterviewingBusinesspeopleattheiroffices.27. WhatisSampling?抽樣Choosingasmallernumberofpeoplefromalargergroupandusingwhatislearnedfromthosepeo

17、pletoestimatethecharacteristicsofthegroupaswhole.28. DoyouknowanySamplingMethods?連線題重點RaindornSampHefiStrattfledlorSedimentRandomiSamplingmtaSamplingClusterSamplmgContact，r'SfEswto也SamphngMulti-StageSamplingWhatareRandomSamples?隨機抽樣Equalchance平等機會anyonebeingpickedMayselectthosenotinthetargetgrou

18、pIndiscriminate任意的Samplesizesmayneedtobelargetoberepresentative代表CanbeveryexpensiveWhatisSegmentRandomSampling?SamplesonthebasisofasegmentStillrandombutmorefocussedMaygivemorerelevantinformation相關信息Maybemorecosteffective可能更戈U算WhatisQuotaSampling?定額抽樣Again-bysegment再次分析NotrandomlyselectedSpecificnumb

19、eroneachsegmentareinterviewed,etc.Maynotbefullyrepresentativecheapermethod29. Whatare:ClusterSampling,Multi-StageSampling,SnowballSampling?ClusterSampling分組抽樣BasedongeographicalMEreasor'clusters'thatcanbeseenasbeingrepresentative表fthewholepopulation.Multi-StageSampling多階段抽樣Sampleselectedfrom

20、multi-stagesub-groups.SnowballSampling雪球式抽樣Samplesdevelopedfromcontactsofexistingcustomers-'wordofmouth'typeapproach!概率抽樣ASarTIplsinwhicheveryeJementinthepopulatloriihaaa.knownstatisticalHkelthoodofbslngaeloctsdx30. ProbabilitySamples:ProbabilityRandomSampleSampleA5ampiarr>a<ngdthateve

21、ryelementofthepopulationhasanequalctianceofbeingselected.31. NonprobabilitySamples:非概率抽樣NonprobabilitySampleConvenienceSampleAnysampleinwhichlittleornoattemptismadetogetarepresentativecross-sectionofthepopulation.32.TypesofErrors:連線題Error錯誤Errorwhenthereisadifferencebetweentheinformationdesiredandth

22、einformationprovidedbyresearchSamplingErrorwhenasamplesomehowdoesErrornotrepresentthetargetpopulation.Errorwhenasampledrawnfromapopulationdiffersfromthetargetpopulation.Errorbecausetheselectedsampleisanimperfectrepresentationoftheoverallpopulation.MeasurementErrorFrameErrorRandomError33.WhatisaQuest

23、ionnaire?問卷Asetofprintedorwrittenquestionswithachoiceofanswers,devisedforthepurposesofa34.surveyorstatisticalstudyQuestionnaireDesign:簡答題。沆噱鬻黑黑'簿然需;鬻dinQuestionrespondent1sownwords.Closed-EndedQuestionAninterviewquestionthataskstherespondenttomakeaselectionfromalimitedlistofresponses.Scaled-Resp

24、onseQuestionAclosed-endedquestiondesignedtomeasuretheintensityofarespondent*sanswer35.WhatisimportantwhendesigningaQuestionnaire?ClearandconciseNoambiguouslanguageOnlyonequestionUnbiasedReasonableterminologyAformofnonprobabilitysampleusingrespondentswhoareconvenientorreadilyaccessibletotheresearcher

25、.36. WhatisEthnographicResearch?人種學研究(記住這題)Thestudyofhumanbehaviourinitsnaturalcontext;involvesobservationofbehaviourandphysicalsetting.37. WhatareExperiments?記住這題Amethodaresearchercanusetogatherprimarydata.38. WhatdoyouthinktheimpactoftheInternetisonMarketResearch?ImpactoftheInternetAllowsbetterandfasterdecisionmakingImprovesabilitytorespondquicklytocustomernee