营销学各章概要及练习题

目錄1. 第一章 (2)關鍵詞 (2)章節概要 (2)複習題 (3)2. 第二章 (5)關鍵詞 (5)章節概要 (5)複習題 (5)3. 第三章 (7)關鍵詞 (7)章節概要 (7)複習題 (8)4. 第五章 (11)關鍵詞 (11)章節概要 (11)複習題 (12)5. 第九章 (14)關鍵詞 (14)章節概要 (14)複習題 (15)6. 第十一章 (17)關鍵詞 (17)章節概要 (17)複習題 (18)7. 第十二章 (21)關鍵詞 (21)章節概要 (21)複習題 (22)8. 第十三章 (25)關鍵詞 (25)章節概要 (25)複習題 (26)CASE STUDY: (28)1. 第一章關鍵詞Need and want (p.12)Market (p.12)Marketing (p.9)Customer value (p.15)4Ps /controllable marketing mix factors (p.13)Marketing program (p.16)Production era/sales era/marketing concept era/market orientation era （p.20）Form utility/time utility/place utility/possession utility (p.22)章節概要1.Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of goods, services, and ideas to create exchanges that satisfy individual and organizational objectives. This definition relates to two primary goals of marketing: discovering the needs of consumers and satisfying them.2.Because an organization doesn't have the resources to satisfy the needs of all consumers, it selects a target market of potential customers - a subset of the entire market - on which to focus its marketing program.3. Four elements in a marketing program designed to satisfy customer needs are product, price, promotion, and place. These elements are called the marketing mix, the four Ps, or the controllable variables because they are under the general control of the marketing department.4. Environmental factors, also called uncontrollable variables, are largely beyond the organization's control. These include social, technological, economic, competitive, and regulatory forces.5. Building on customer value and relationship marketing concepts, successful firms develop mutually beneficial long-term relationships with their customers.6. In marketing terms, business history is divided into four periods: the production era, the sales era, the marketing concept era, and the current market orientation era. 6.7. Marketing managers must balance consumer, organizational, and societal interests. This involves issues of ethics and social responsibility.8. Profit-making and nonprofit organizations perform marketing activities. They market goods, services, and ideas that benefit consumers, organizations, and countries. Marketing creates utilities that give benefits, or customer value, to users.複習題（1）A television advertisement shows several teenagers searching through the refrigerator for something to quench their thirst. Inside the refrigerator, they find various options including soft drinks, fruit drinks, sport drinks and bottles of Sunny Delight. The ad then shows the teens happily selecting Sunny Delight over the other product offerings. This form of advertising appeals to consumer __________ for liquid and attempts to shape consumer __________ for the advertised product.A) wants; needsB) wants; preferencesC) preferences; needsD) needs; wantsE) needs; preferences（2）A marketing manager has control over the following: Product, price, promotion, and place. These elements make up the:A) environmental factors.B) marketing channel.C) marketing mix.D) marketing concept.E) four utilities.(3) An organization should strive to satisfy the needs of the consumer while also trying to achieve the organization's goals. The previous statement reflects the primary focus of the ______________ era.A) salesB) productionC) marketing conceptD) market orientationE) consumerism(4) A ________ occurs when a person feels a lack of something that is important for their physical or psychological well-being.A) desireB) needC) predilectionD) preferenceE) Want(5) A marketing manager believes that his work is to persuade prospective customers to buy his product. This belief reflect the primary focus of the _____ era.A) salesB) productionC) marketing conceptD) market orientationE) consumerism(6) Alex is three-years old; he has a very limited number of foods that he will eat. His mother will often fill his plate with one small helping of an item that he really likes andone small helping of an item he doesn't like. To get more cheese, he must eat his green beans. In marketing terms, the cheese is an example of a __________ because it is something he has learned to like.A) desireB) needC) predilectionD) preferenceE) Want(7) The four Ps are commonly known as:A) the environmental or uncontrollable factors.B) the environmental or controllable factors.C) the marketing mix or controllable factors.D) the marketing mix or uncontrollable factors.E) product, price, promotion, and process.(8) Few consumers pay cash when they purchase a home. To do so would require the average consumer to save money for many, many years. Instead, most consumers take out a bank mortgage on their home-and make monthly payments until the house is paid off. By offering home mortgages, banks enable consumers to buy homes much sooner than they otherwise could. In essence, the bank is a marketer providing _____ utility.A) formB) timeC) priceD) possessionE) place（9）The period of business history when firms could produce more than they could sell and the focus was on hiring more salespeople to seek out new markets and customers was the _____ era.A) marketing conceptB) productionC) salesD) market orientationE) consumerism(10) Which of the following statements about the production era of business history is true?A) During the product era, demand and supply were equal.B) During the production era, organizations typically tired to increase theirproduction capacities.C) Competition increased; firms hired more salespeopleD) During the production era, organizations typically had a market orientation.E) During the production era, companies cut their sales force.2. 第二章關鍵詞The business portfolio analysis/BCG Matrix (p.37-38)SWOT analysis (p.41-44)章節概要1. Today's large organizations, both business firms and not-for-profit organizations, are often divided into three levels: the corporate, business unit, and functional levels.2. Marketing has a role in all three levels by keeping a focus on customers and finding ways to add genuine customer value. At the lowest level, marketing serves as part of a team of functional specialists whose day-to-day actions actually involve customers and create customer value.3. Organizations exist to accomplish something for someone. To give itself focus, an organization continuously assesses its business, mission, and goals.4. Setting strategic directions for an organization involves asking "Where are we now?" to assess the organization's customers, competencies, and competitors. It also involves asking "Where do we want to go?" and using techniques like portfolio analysis and market-product analysis, and asking questions like “How will we get there?” that uses marketing plans.5. The strategic marketing process involves an organization allocating its marketing mix resources to reach its target markets using three phases: planning, implementation, and evaluation.6. The planning phase of the strategic marketing process has three steps, each with more specific elements: situation (SWOT) analysis, market-product focus and goal setting, and marketing program.7. The implementation phase of the strategic marketing process has four key elements: obtaining resources, designing the marketing organization, developing schedules, and executing the marketing program.8. The evaluation phase of the strategic marketing process involves comparing results with the planned targets to identify deviations and taking actions to correct negative deviations and exploit positive ones.複習題(1) In 1980, Ford Motor Co. introduced the Ford Escort, which at one time was the company's best-selling car. By 2002, Ford sales managers were describing the Escort as dated. Its success had been overshadowed by the subcompact Focus, which is now the best-selling car in the world. Because its sales were down, and there was no substantial market for the Ford Escort, it would be labeled as a __________ by the Boston Consulting Group growth-share matrix.A) cash cowB) dogC) question markD) problem childE) fading star(2) In performing a SWOT analysis which elements examine the external environment?A) Opportunities & threatsB) Sustainability & worriesC) Strengths & weaknessesD) Strengths & opportunitiesE) Weaknesses & threats(3) In the Boston Consulting Group (BCG) model for analysis of a firm's strategic business units, or SBU's, the horizontal axis reflects the:A) national forecast.B) business portfolio in dollars.C) years of experience.D) market segment size.E) relative market share.(4) The market for the fast car with tremendous horsepower has been decreasing. People are more interested in buying SUV's and pickups. As a result, General Motors stopped production of its Camaro, a car that had limited sales in its final years . The Camaro could no longer generate enough cash to sustain its cost to produce; according to the BCG portfolio the Camaro had become a:A) dog.B) cash cow.C) question mark.D) star.E) bonanza.(5) Once an organization has determined how each of its business units should be labeled in terms of the BCG portfolio analysis, it is time to decide what strategy should be used with each. Which of the following is NOT one of the strategies available for use with each SBU?A) build shareB) evaluateC) hold shareD) harvestE) divest3. 第三章關鍵詞environmental scanning （p.78）demographics (p.80)baby boomer/generation X/generation Y (p.80-81)income/gross income/disposable income/discretionary income (p.85-86)The four basic types of competition (p.90)Regulation (p.91-96)章節概要1. Environmental scanning involves collecting and analyzing information on the business scene to find out what opportunities and threats may affect an organization. Social forces, economic forces, technology, competition, and regulation are the most common and useful areas to scan.2. Like the population of many industrialized nations, the population of Canada is aging. The baby boomers, a large generation with significant market power, were followed by Generation X and then Generation Y, all important target markets with different needs and interests.3. The country is increasingly more multi-cultural and multi-ethnic, and population growth is generated more by immigration than traditional growth. Many marketers are developing marketing initiatives with an ethnic flavour.4. Culture incorporates values, ideas, and attitudes. Canadian culture is distinct, and global firms must be careful not to treat Canadians like their neighbours to the south. Canadian values include honesty, integrity, health, and safety.5. Disposable income is the number of dollars left after taxes, and it has increased over the past 30 years. Discretionary income is the money consumers have left after spending on their necessities. The average Canadian household income has increased over 75 percent in the past 30 years in terms of real income.6. The Canadian economy has fared better than the U.S. economy in the past two years, but it is not as robust as economists and business leaders would like to see.7. Technology has made major advances in the recent past, and customers have benefited from through reduced prices, new products, and product improvements. Electronic business technologies now facilitate improved communication with consumers, employees and suppliers, a major development for marketers.8. The Internet has had a huge impact on consumers and corporations. Some companies now use the Web as a management tool and have bec ome” network organizations.”E-Commerce is changing the way people purchase goods and services.9. Regulations and laws protect marketers, corporations and consumers. Federal, provincial, and municipal authorities all play a role in setting regulations, depending on the nature of the marketing issue.10. Self-regulation, where an industry sets guidelines and monitors its members’ adherence to them, is an additional way in which Canadian marketers and consumers are protected.11. Competition exists in different forms, depending on the nature of the product or service: perfect competition exists where many sellers have identical products; monopolistic competition is the most frequent form, with many sellers producing different products; oligopoly is a market with few sellers and very similar product but high barriers to entry into the industry; and monopoly occurs when there is one seller only, usually regulated by government to ensure that prices are kept fair and reasonable.複習題(1) Which of the following statements about environmental factors is true?A) Environmental factors may restrict an organization's opportunities.B) Environmental factors may enhance an organization's opportunities.C) Environmental factors are also called uncontrollable factors.D) Environmental factors include social, economic, technological, competitive, andregulatory forces.E) All of the above statements about environmental factors are true.(2) Generation X consumers are:A) people that like to rely on others.B) somewhat prone to extravagance.C) poorly educated.D) self-reliant and entrepreneurial.E) not generally supportive of racial and sexual diversity.(3) __________ income is the total amount of money made in one year by a person, household, or family unit.A) InflationaryB) DiscretionaryC) DisposableD) GrossE) Expendable(4) A market that has lots firms selling identical products is described as:A) cross-market competitionB) perfect competitionC) oligopolyD) monopolistic competitionE) monopoly(5) A company can protect its competitive position under the ___________, which gives inventors the right to exclude others from making, using, or selling products thatinfringe the patented invention.A) copyright lawB) patent lawC) criminal lawD) commercial lawE) anti-trust law(6) Between now and 2030, the 65-and-over populations in Singapore, Malaysia, Colombia, and Costa Rica are expected to at least triple in size. This population growth raises important marketing issues as a result of changes in _________ forces.A) ecologicalB) socialC) culturalD) regulatoryE) competitive(7) The term _________ is used to describe a population's characteristics, such as age, gender, ethnicity, income, and occupation:A) cultural censusB) psychographicsC) territorial statisticsD) demographicsE) social audit(8) Generation Y is the label often given to:A) people 65 years old and older.B) hip, urban teenagers.C) people born between after 1976.D) the generation born between baby-boomers and their parents.E) fans of jazz music.(9) You are the marketing director for a large potato chip and snack food company. You have learned that a major portion of your current market has been switching from salty snacks to healthier snack foods. Which environmental force most likely has contributed to this change in dietary habits?A) economicB) regulatoryC) competitiveD) socialE) ecological(10) Frank has a gross income of $24,000. He pays $4,000 in taxes. His yearly expenditures for food, shelter, and clothes total $17,250. What is his discretionary income?A) $2,750B) $6,750C) $13,250D) $20,000E) Frank has no discretionary income.(11) Today, by using the internet for purchases, consumers can buy products from around the world without leaving their homes. This is made possible by changing _________ forces.A) economicB) technologicalC) regulatoryD) ecologicalE) social(12) The total amount of money made by an individual in one year is called:A) Net incomeB) ProfitC) Gross IncomeD) Discretionary incomeE) Disposable income(13) In a(n) _____________ market there are a few powerful sellers; price competition among firms is not desirable.A) pure competitionB) cross-market competitionC) monopolistic competitionD) monopolyE) oligopoly4. 第五章關鍵詞consumer behavior (p.128)purchase decision process (p.128-133)involvement (131-132)/routine problem solving/limited problem solving/extended problem solvingthe influences that affect the consumer decision process (p.133-150; p.134圖5-4) situational influences (p.133)psychological influences (p.133-143)motivation(p.133-135)/physiological needs/safety needs/social needs/personal needs/self-actulization needspersonality (p.135-136)/self conceptperception (p.136-138)/selective perception/perceived risklearning (p.138-139)/behavior learning/cognitive learning/brand loyalty value, beliefs, and attitudes (p.140-141)/attitude formation/attitude changelifestyle (p.141-143)/psychographics/VALS Programsocial cultural influences (p.143-150)personal inpluence (p.143-145)/opinion leadership/word of mouth/reference group family influence (p.145-147)/consumer socialization/family life cycle/family decision making章節概要1. When a consumer buys a product, it is not an act but a process. There are five steps in the purchase decision process: problem recognition, information search, alternative evaluation, purchase decision, and post purchase behaviour.2. Consumers evaluate alternatives on the basis of attributes. Identifying which attributes are most important to consumers, along with understanding consumer beliefs about how a brand performs on those attributes, can make the difference between successful and unsuccessful products.3. Consumer involvement with what is bought affects whether the purchase decision process involves routine, limited, or extended problem solving. Situational influences also affect the process.4. Perception is important to marketers because of the selectivity of what a consumer sees or hears, comprehends, and retains.5. Much of the behaviour that consumers exhibit is learned. Consumers learn from repeated experience and reasoning. Brand loyalty is a result of learning.6. Attitudes are learned predispositions to respond to an object or class of objects in a consistently favourable or unfavourable way. Attitudes are based on a person's values and beliefs concerning the attributes of products or services.7. Personal influence takes two forms: opinion leadership and word-of-mouth activity. A specific type of personal influence exists in the form of reference groups.8. Family influences on consumer behaviour result from two sources: family life cycle and decision making within the household.9. Within Canada there are subcultures that affect consumer values and behaviour. Marketers must be sensitive to these influences when developing a marketing mix.複習題(1) _____ is the term that describes the actions a person takes in purchasing and using products and services.A) MarketingB) Market researchC) Consumer behaviourD) Consumer managementE) Purchase development(2) When Edie fed her dog last night, she realized she was almost out of dog food. What stage of the purchase decision process is Edie currently in?A) problem recognitionB) information searchC) alternative evaluationD) purchase decisionE) Post-purchase behaviour(3) An example of a public source of information for an external information search is:A) relatives.B) Consumer Reports magazine.C) sales personnel.D) friends .E) point of purchase displays.(4) Which of the following is an example of a situational influence that can have an impact on the purchase decision process?A) subculture and subcultureB) values, beliefs and attitudesC) perceptionD) opinion leadershipE) physical surroundings(5) After Emily purchased an Iphone 4, she noticed a review of the product in Macau Daily. Jon, who says he read the same newspaper, but owns a Samsung Galaxy, did not notice the review. Which of the following terms most likely explains why one magazine reader saw the review and the other did not?A) adaptive behaviourB) selective comprehensionC) subliminal perceptionD) selective exposureE) selective encounter(6) The VALS program is most closely associated with:A) cognitive learning.B) opinion leadership.C) attitude formation.D) selective perception.E) lifestyle(7) Which of the following statements about consumer involvement in the purchase decision process is true?A) Limited problem solving typically lends to low consumer involvement.B) Extended problem solving is more likely to be used when purchasinglow-involvement products.C) A consumer making a low involvement purchase will typically consider manysellers.D) There will be no external information sources consulted when making a highinvolvement purchase.E) Minimal time will be spent searching for a low-involvement purchase.(8) Which problem solving variation would normally be used to purchase such items as toothpaste, soda, or chewing gum?A) routine problem solvingB) limited problem solvingC) extended problem solvingD) simulated selectionE) integrated problem solving(9) Which of the following lists the hierarchy of needs in its correct order beginning with the most basic?A) personal, social, physiological, psychological, and safetyB) physiological, safety, social, personal, and self-actualizationC) safety, physiological, social, self-actualization, and personalD) self-actualization, social, personal, safety, and physiologicalE) safety, personal, self-actualization, physiological, and social(10) When Martin attended his first statistics class, he realized he ought to buy a calculator or else he would be unable to do his assignments. In which stage of the consumer purchase decision process was Martin in when he logged on to Future Shop's website to gather facts?A) information searchB) problem recognitionC) purchase behaviourD) alternative evaluationE) pre-purchase cognition5. 第九章關鍵詞market segmentation/market segment (p.237)market-product grid (p.238-240)criteria to use in forming the segments (p.244)ways to segment consumer market (p.244-246)/customer characteristics/buying situations/benefit sought/usage rate/demographic/geographic/psychographic criteria to use in picking the target segments (p.249-251)product positioning(p.255-256)/perceptual mapproduct differentiation (p.237)章節概要1. Market segmentation is sorting potential buyers into groups that have common needs and will respond similarly to a marketing action.2. A straightforward approach to segmenting, targeting, and reaching a market involves five steps: (a) form potential buyers into segments by characteristics such as their needs, (b) form products to be sold into groups, (c) develop a market-product grid and estimate size of markets, (d) select target markets, and (e) take marketing actions to reach the target markets. 2.3. Marketing variables are often used to represent customer needs in the market segmentation process.4. Usage rate is an important factor in a market segmentation study. Users are often divided into heavy, medium, and light users.5. Nonusers are often divided into prospects and non prospects. Nonusers of a firm's brand may be important because they are prospects - users of some other brand in the product type who may be convinced to change brands.6. Criteria used (a) to segment markets and (b) to choose target segments are related but different. The former includes potential to increase profits, similarity of needs of buyers within a segment, difference of needs among segments, and whether or not a resulting marketing action is possible. The latter includes market size, expected growth, the competitive position of the firm's offering in the segment, and the cost of reaching the segment.7. A market-product grid is a useful way to display what products can be directed at which market segments, but the grid must lead to marketing actions for the segmentation process to be worthwhile.8. In positioning a product or brand, a company can consider consumer judgments in the form of perceptual maps to locate its brand or product relative to competing ones, through its management of the marketing mix.複習題(1) Market segmentation involves aggregating prospective buyers into groups that have common needs and will:A) pay attention to marketing messages.B) respond similarly to a marketing action.C) be responsive to marketing research.D) use the same payment methods.E) go shopping on a regular basis.(2) Marketers use market segmentation to:A) link market needs to an organization's marketing program.B) map out product positioning strategies.C) develop specific marketing actions related to the 4 P's.D) increase overall sales, profits and/or other organizational goals.E) do all of the above.(3) The target market for cookbooks is predominantly female and over 25 while the readership for comic books is mainly males between the ages of 15 to 25. This is important __________ information for a publisher to know.A) geographicB) demographicC) socioeconomicD) benefits soughtE) behaviour(4) Categorizing consumers as heavy-users is a classification category in __________ segmentation.A) demographicB) Usage rateC) QuantitativeD) QualitativeE) Psychographic(5) Which of the following are demographic variables in consumer markets?A) gender and raceB) age and household sizeC) age and raceD) household size and raceE) all of the above.(6) The headline of the ad for the Sleep Number bed by Select Comfort read, "5 Reasons Why You'll Sleep Better on a Sleep Number Bed." From this information, you know that Select Comfort uses __________ segmentation.A) benefits soughtB) psychographicC) demographicD) socioeconomicE) behaviour(7) Retailers often conduct research to identify areas of a city with residents that fit a similar lifestyle profile. This is an example of __________ segmentation:A) psychographicB) demographicC) socioeconomicD) benefits soughtE) behaviour(8) Audi has developed a mid-sized station wagon that has 340 horsepower and is able to go from zero-to-sixty kilometres an hour in 6.5 seconds. The base price of the car is $61,625. The automaker predicts that 80 percent of its buyers will be men with 60 percent of them married. The median age of these men will be 45 with median household incomes of $200,000. What types of segmentation variables is Audi using?A) socioeconomic and psychographicB) demographic and socioeconomicC) benefits sought and psychographicD) psychographic and behaviourE) demographic and benefits sought(9) __________ refers to the place an offering occupies in consumers' minds on important attributes.A) Consumer positioningB) Head-to-head positioningC) Lost-horse positioningD) Differentiation positioningE) Product positioning6. 第十一章關鍵詞Product Life Cycle (p.299-306; p.299圖11-1)Introduction stageGrowth stageMaturity stageDecline stage/deletion strategy/harvest strategyLength of the product life cycleShape of the product life cyclehigh learning productlow learning productfashion productfad productManagement of product life cycle (p.307-310)Modify the productModify the marketFinding new usersIncreasing useCreating new usage situationsRepositioning the productBrand/branding/brand equity/branding strategyLine extension (p.315)Brand extension (p.315)章節概要1. Products have a finite life cycle consisting of four stages: introduction, growth, maturity, and decline. The marketing objectives for each stage differ. 1.2. In the introductory stage the need is to establish primary demand, whereas the growth stage requires selective demand strategies. In the maturity stage the need is to maintain market share; the decline stage requires a deletion or harvesting strategy. 2.3. There are various shapes to the product life cycle. High-learning products have a long introductory period, and low-learning products rapidly enter the growth stage. There are also different curves for fashions and fads.4. In managing a product's life cycle, changes can be made in the product itself or in the target market. Product modification approaches include changes in quality, performance, or appearance. Target market modification approaches involve increasing a product's use among existing。