【VIP专享】Marketing Strategy2(张佳佳)
顾客导向过程识别清单
有效运行率: ≥90%(实际运行时间/计划运行时间×
100%, 计划运行时间=实际运行时间+洗机时间+故
障停机时间，关键设备指研磨机)
归口部门 /接 口部门
销售部、生产 车间/技术部、
质控部
customer orders\qualified in-stock form , delivery delivery on time(automobile paint),others 交期达成 Documented control for
serviceand communicate《服务与
information
complain action客户满意 Complain revert 投诉回复率：100%（一个工作日 沟通程序》
monitor service feedback\customer and customer complain\customer
inspection device,
时交付的合格产品、检测 ≥95%（按期完成批次/计划生产批次×100%） 理程序》
material, manufacture 报告
schedule,control plan顾客
C4
manufacture process 生产过 程
订单需求,、人员、设备 、检测仪器、材料、生 产计划、控制计划
product\transport
goods form, statistical
率：100%(汽车涂料), 其他≥95%
manufacture sales《量产销售管
request\customer deliver tables of premium freight, commodity turnover time≤1.5 months 发出商品周转 理程序》
咖啡馆广告投放技巧考核试卷
B. 限时折扣
C. 积分兑换
D. 提高产品单价
18. 在进行咖啡馆广告投放时，以下哪些做法可以增加顾客的参与度？（）
A. 设计互动性强的广告活动
B. 利用顾客UGC（用户生成内容）
C. 举办线上线下结合的活动
D. 减少与顾客的互动
19. 以下哪些是咖啡馆广告投放时需要考虑的竞争因素？（）
C. 符合目标顾客的审美
D. 创造引人注目的视觉效果
4. 咖啡馆广告投放的社交媒体策略包括哪些？（）
A. 定期发布互动内容
B. 利用KOL进行推广
C. 举办线上活动
D. 忽视用户反馈
5. 以下哪些方法可以用来提高咖啡馆广告的转化率？（）
A. 优化广告落地页
B. 提供限时优惠
C. 使用针对性强的广告文案
B. 竞争对手的广告策略
C. 市场规模及增长潜力
D. 广告预算的制定
2. 以下哪些因素会影响咖啡馆广告投放的媒介选择？（）
A. 目标顾客的媒体接触习惯
B. 广告预算的多少
C. 竞争对手的广告策略
D. 咖啡馆的地理位置
3. 在设计咖啡馆广告时，以下哪些原则有助于提高广告效果？（）
A. 保持品牌一致性
B. 突出产品特色
A. 精准定位
B. 创新思维
C. 高额预算
D. 系统评估
11. 在进行咖啡馆广告投放时，以下哪个环节需要不断优化？（）
A. 广告内容
B. 投放渠道
C. 预算分配
D. 监测与评估
12. 以下哪个不是咖啡馆广告投放的挑战？（）
A. 竞争激烈
B. 预算有限
C. 受众分散
D. 广告效果容易衡量
Consumer Behavior and Marketing Strategy
Author:Professor James Chan, President, Institute of Global ManagersDr. Tedmond Lai-Yin TANG, Honorary Advisor, Institute of Global ManagersMs. Carmen Ka-Man CHAN, Dept. of Marketing, Hong Kong Baptist University Consumer Behavior and Marketing StrategyIntroductionThe study of consumer helps firms and organizations improve their marketing strategies by understanding issues such as how:The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products);The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);The behavior of consumers while shopping or making other marketing decisions;Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; andHow marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.Significance of consumer behaviorUnderstanding these issues helps us adapt our strategies by taking the consumer into consideration. For example, by understanding that a number of different messages compete for our potential customers’ attention, we learn that to be effective,advertisements must usually be repeated extensively. We also learn that consumers will sometimes be persuaded more by logical arguments, but at other times will be persuaded more by emotional or symbolic appeals. By understanding the consumer, we will be able to make a more informed decision as to which strategy to employ. Consumer behavior may be defined as: "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Although it is not necessary to memorize this definition, it brings up some useful points:Behavior occurs either for the individual, or in the context of a group (e.g., friends influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use).Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result from product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at landfills) this is also an area of interest.Consumer behavior involves services and ideas as well as tangible products.The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy.Main applications of consumer behaviorThere are four main applications of consumer behavior:The most obvious is for marketing strategy—i.e., for making better marketing campaigns. For example, by understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon. By understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that (1) companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial successand (2) it is important to please initial customers, since they will in turn influence many subsequent customers’ brand choices.A second application is public policy. For example, in the 1980s of the US, Accutane, a near miracle cure for acne, was introduced. Unfortunately, Accutane resulted in severe birth defects if taken by pregnant women. Although physicians were instructed to warn their female patients of this, a number still became pregnant while taking the drug. To get consumers’ attention, the Federal Drug Administration (FDA) took the step of requiring that very graphic pictures of deformed babies be shown on the medicine containers.Social marketing involves getting ideas across to consumers rather than selling something. Marty Fishbein, a marketing professor, went on sabbatical to work for the Centers for Disease Control trying to reduce the incidence of transmission of diseases through illegal drug use. The best solution, obviously, would be if we could get illegal drug users to stop. This, however, was deemed to be infeasible. It was also determined that the practice of sharing needles was too ingrained in the drug culture to be stopped. As a result, using knowledge of consumer attitudes, Dr. Fishbein created a campaign that encouraged the cleaning of needles in bleach before sharing them, a goal that was believed to be more realistic.As a final benefit, studying consumer behavior should make us better consumers. Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In practice, however, you often pay a size premium by buying the larger quantity. In other words, in this case, knowing this fact will sensitize you to the need to check the unit cost labels to determine if you are really getting a bargain.ConclusionThere are several units in the market that can be analyzed. Our main thrust in this course is the consumer. However, we will also need to analyze our own firm’s strengths and weaknesses and those of competing firms. Suppose, for example, that we make a product aimed at older consumers, a growing segment. A competing firm that targets babies, a shrinking market, is likely to consider repositioning toward our market. To assess a competing firm’s potential threat, we need to examine its assets (e.g., technology, patents, market knowledge, awareness of its brands) against pressures it faces from the market. Finally, we need to assess conditions (themarketing environment). For example, although we may have developed a product that offers great appeal for consumers, a recession may cut demand dramatically.。
Marketing Strategy营销战略
Virtual Learning Resource Centre Marketing strategy and planningOverviewIntroductionStage one: Defining strategic marketing objectivesStage two: Determining strategic focusStage three: Defining customer targetsStage four: Competitor analysisStage five: Differential advantageStage six: Marketing mixStage seven: ImplementationStage eight: Monitoring market performanceIntroductionThe terms marketing strategy and strategic market planning are often used interchangeably, which sometimes leads to confusion. We will use the term marketing strategy to mean the overall strategy of an organisation in relation to a particular market. In this learning guide we will explore the process of analysis and decision making which organisations go through as they define and implement their approach to that market. Marketing plans will form part of this process, in particular when it comes to implementation.Key aspects of the process are that it is cyclical, ie subject to constant review and reiteration; that it is dynamic, subject to changes in the environment (including customers and competition); and that it should be shared within the organisation, rather than being the sole preserve of the marketing department, if it is to be wholeheartedly adopted and implemented by the whole organisation.Two interrelated trends in marketing approaches have changed the emphasis of marketing strategy in recent years. These are relationship marketing and customer economics. The increased use of sophisticated database information in marketing has helped further the adoption of these two approaches and indeed both require such information in order to be successfully implemented. If you are specifically interested in relationship marketing, there is a further learning guide specifically on this topic.This overview will introduce a framework for the steps to be followed in a comprehensive marketing strategy process, the information and analysis required at each stage and the decisions to be taken at each stage. There are of course other possible frameworks and approaches which would be equally acceptable, provided all the key steps are included. What is crucial is to see each stage, and the whole process, as dynamic and iterative.Fig.1 : Components of marketing strategySource: Doyle, P. et al. Japanese Marketing Strategies in the UK: A Comparative study, Journal of International Business Studies Vol. 17(1) Spring 1986. Reprinted with permission from Butterworth Heinemann.Back to the topStage one: Defining strategic marketing objectivesThese will to a large extent be determined by corporate strategy, and will answer such questions as: which markets should we compete in? what should be our targets, in terms of market share and profitability, in these markets?The answer to the first question will be determined by the inherent attractiveness of the market and our ability to compete in it. A market may be attractive for a number of reasons: because there are high profits to be made in it; because it is growing; because it fits in well with or fills a gap in our existing portfolio. It is useful at this stage to carry out some structured analysis using a framework such as Michael Porter's Five Forces of Competition (see Fig. 2. below) or SWOT analysis.Fig. 2. Porter's "Five Forces of Competition" analysis© Porter, M.E. (1980) "Competitive Strategy" New York, The Free Press. Reprinted with permissionIt is crucial, however, to ask not just whether the market is inherently attractive, but whether it matches our capability profile: in other words, do we have particular strengths which will give us an advantage in the market? A good marketing strategy may be determined as much by those markets we choose not to enter as by those we do.Targets will be expressed in terms of market share or profitability, or possibly both. For example, in an early stage of the stage in the market life cycle, an organisation mayconcentrate on building share at the expense of profitability, or at a later stage may be content for share to remain static whilst profits are high.Back to the top Stage two: Determining strategic focusHaving decided which markets to compete in, the question of how to compete can be addressed. Should the focus be on growing the overall size of the market, or on taking a bigger share of an existing market (penetration)? In order to do this, should we be concentrating on getting existing customers to use more of our product, or on finding new customers or even new segments? Or can we only increase share by taking customers from our competitors?The answers to these questions will depend largely on what stage has been reached in the life cycle of the market for this product. This in turn will determine whether the market is fairly homogeneous or divided into segments or sub-segments. The more mature the market, the more fragmented it tends to be.Fig. 3.© Arnold, David (1992) The Handbook of Brand Management, Century Business. Reprinted with permission from FT Management.The product market life cycleTotal sales in a particular product market will tend to follow the curve shown in Fig. 3 aboveover a period of time. That period of time may span a hundred years or more (as would be the case for, say, washing powder or banking services) or it may be much shorter, in the case of technological innovations such as the cassette recorder or fashion-related items such as particular types of clothes or music. Each stage in the so called product market life cycle has different characteristics in terms of customers, competition, and company priorities.1.The introductory phaseCustomers: Unfamiliar with or unaware of product category. Those who do buy likely to be more experimentalist by nature. Sales lowCompetition: Likely to be lowCompany priorities: Encourage trial. Work with customers on productdevelopment to improve aspects such as packaging or documentation, or toeliminate "teething troubles"2.The growth phaseCustomers: Growing in numbers. Segments begin to appear. May be less price sensitive as category benefits more widely knownCompetition: Growing as new entrants appear.Company priorities: Build share by concentrating on distribution, creating alliances where appropriate to do this3.Early maturityCustomers: Segmentation is now more distinct and customer loyalty established as repeat purchases take placeCompetition: Intense as players attempt to secure their shareCompany priorities: Differentiate to attract and retain customers in specific target segmentste maturityCustomers: Knowledgeable, may demand low prices and high service levelsCompetition: Intense due to lack of market growth and difficulty of further differentiation. May be price basedCompany priorities: Attempt to lengthen life cycle by innovation, re-inventing product category before decline stage5.DeclineCustomers: Late adopters, eg first time buyers of microwaves or VCRsCompetition: May come more from substitute products or services than direct competition, eg plastic instead of steel components; on line services instead oflibraries or hard copy journalsCompany priorities: Re-define market whilst milking profits in early part of decline stage.Back to the top Stage three: Defining customer targetsThe first step in defining customer targets will be to understand the structure of the market interms of what segments exist and what alternative ways of segmenting the market might be possible. It is important to remember in this context that segmentation is a characteristic of the market, not something which marketeers impose upon it. In seeking to gain a better understanding of different customers' perception of value, marketeers may see certain customers with similar characteristics and perceptions as belonging together as a distinct segment, but unless those similarities actually exist, the segmentation and the target will be meaningless. Customers within one segment should be similar to each other in ways which are important for how, when, what and why they buy, and different from customers in other segments. Organisation's which find new ways of segmenting a market may also find new ways of differentiating their offering in response to a particular segment's perception of value, and will therefore gain an advantage over their competitors.Once we have a clear view of market structure, we need to decide which segment or segments to target. Certain elements will tend to make a segment attractive:size.growth.profitability.fit with company strengths.relative weakness of competition.The issue of customer economics, or choosing the right customer portfolio, is vital. Organisation's can waste large amounts of resources pursuing customers who are not sufficiently profitable, or are unattractive in other ways. This is even more important given the recent emphasis on building customer relationships. This is usually an expensive and time consuming business, so organisation's need to be sure that they are building relationships with the right customers. It is not usually possible or desirable to build relationships with all customers.As part of this stage, it will be decided whether to target only one segment, or several segments at once. Clearly this decision will be influenced by such factors as:available resources.danger of brand contamination.opportunity for economies of scale in manufacturing, marketing or distribution.Back to the top Stage four: Competitor analysisIn practice, it is clear that the analysis of competitors and the selection of customer targets will go hand in hand, since the one will exert a strong influence on the other. The decisions to be taken at this stage will relate to competitive positioning and competitive strategy. Competitor analysis is a big topic and has an important role to play at the level of corporatestrategy as well as in the marketing strategy process. If you want to look more specifically and in greater depth at competitor analysis, there is a separate learning guide on this topic. In the context of developing a marketing strategy, there are particular areas of competitor analysis to be considered. The specific questions which competitor analysis must answer at this market specific level are:what does the customer buy when he does not buy my product?what is his perception of these alternatives and how does it compare with his perception of my product?what do I know or what can I infer about my competitors' strategies in relation to their products?In answering the first question, it may help to consider at what level does the competition pose a threat in this market? There are a number of different possible levels of competition:budget level. The customer is choosing between spending his/her budget in two completely different ways, to meet completely different needs. To use an examplefrom the regional newspaper industry: does the customer buy the local paper or abar of chocolate?generic competition. The competitive product delivers the same benefit but in a different way: instead of buying the local paper, the customer listens to local radio.product category competition. Here the customer may choose between different product categories within the same industry: the customer buys a national dailynewspaper instead of the local one, or reads the free local paper delivered throughhis door, instead going out and buying one.brand competition. This is the most direct form of competition: does the customer buy one local title or the other?Organisation's will often be aware of direct brand competition, but less knowledgeable about the encroaching threat of competition at a lower level. The level at which the competitive threat is the strongest will obviously have serious implications for the organisation's strategic priorities.The second question relates more to the positioning of competitive products in the mind of the customer. The use of perceptual maps may help. Perceptual maps use the results of market research to map consumers' perceptions of competing brands in relation to attributes they consider important in determining value.They are a useful tool in determining strategies, because marketeers can see the major threats to their brand as well as the different directions in which they could move. Perceptual maps are discussed in more detail in David Arnold's book, The Handbook of Brand Management (1992) Century Business, pp.84 ff.The third question requires some thinking around the role of the particular competitive product in the competitor's portfolio as a whole. Portfolio management tools such as the Boston Consulting Group Matrix or the Directional Policy Matrix will probably be useful here. They are described briefly below.Fig. 4. The product portfolio matrixSource: Perspectives, No. 66, “The product portfolio.” Reprinted by permission from The Boston Consulting Group Inc. Boston MC. © copyright 1970The BCG product portfolio matrix classifies products according to two measures, market growth and relative market share. According to their position on the matrix, products are known as problem children (or question marks), stars, cash cows or dogs.Organisation's will tend to have a number of problem children at once, products at an early stage of the life cycle, having low market share in a fast growing market. They require a great deal of investment and support, but only some of them will survive to become mature products which can contribute to the organisation's overall revenues.Once products have succeeded in growing their market share, and whilst the market itself is still in its growth phase, they are known as stars. These products still require substantial investment to sustain their high market share position, but they are at the same time generating positive cash flows themselves.As the market moves into maturity and growth slows down, products with high market share are classified as cash cows, able to generate cash whilst requiring less support than before. These cash flows can therefore be used to support other products in the other categories. Finally, products with low market share in a low growth market are known as dogs. They may still generate some cash, but as the market moves into decline, it will not be worth it for organisation's to invest money or effort in them. Instead they are advised to cut back investment as much as possible (harvesting) or, if possible, to move out of the market (divestment).Clearly, the BCG matrix can be used by an organisation to analyse its own or its competitors' products. Both will be useful for the purpose of competitive positioning.The Directional Policy Matrix is also a two dimensional model but incorporates a number of different elements into each dimension. It is therefore more complex and also more subjective than the BCG model. (see Fig.5) It can be used to plot brands, products, geographical areas or market segments and helps managers to think through their strategy for each element in the company's portfolio (or to make assumptions about their competitors' likely strategy). The size of each circle drawn on the matrix may represent size of turnover or, if known, profit margin. Fig. 5. The directional policy matrix© Adapted from Abell, Derek F. & Hammond, John S. (1979) Strategic Market Planning:Problems and Analytical Approaches, p213. Reprinted with permission of Prentice Hall Inc.The two axes of this matrix are market attractiveness and relative strength versus the competition. Clearly, an organisation will aim to have as many products as possible in the top left hand corner, ie in a strong competitive position in an attractive market. It will almost certainly have other products in the middle of the matrix (in an attractive market but in a relatively weak competitive position) and even in the right hand corner (a weak product in an unattractive market).Looking at the portfolio in this way will help with deciding priorities and allocating resources. For example, how much will it cost to keep a product in the top right position? What other products may threaten it? If a product is in the top middle square, what resources or tactical moves would it take to shift it over to the right? And for the product in the bottom left - should it be harvested? or is it possible to shift it?Back to the topStage five: Differential advantageDifferential advantage, or competitive advantage, describes the ways in which one organisation's offering is different from and better than another's. This gives the company an advantage over its competition. Differential advantage may come from a variety of sources: superior position, superior skills or superior resources.Superior positioneg lower costs (perhaps due to location); incumbent position (eg distribution network); relationshipsSuperior skillseg specialised knowledge, technical expertise, organisational skills such as flexibilitySuperior resourceseg financial resources, geographical coverage, exclusive ingredients, experienced peopleWhatever the source of differential advantage, it must offer real value to the customer in that it meets his/her needs in a distinctive way, and is in some way better than the competition. It is the meeting point of the three C's of customer, competition and company resources. Differential advantage is at the heart of a marketing strategy and should be based on all of the preceding analysis. It can then be translated into a practical marketing plan covering the four P's of the marketing mix.Back to the top Stage six: Marketing mixThe "marketing mix" refers to the various elements of a company's offering in the market place: the product or service itself, including its packaging; the price, including any discounts or payment terms; the place, or distribution method; and the promotional mix by which the offering is communicated to the market place.Fig. 6.In addition to the traditional "four Ps" (Borden, The Concept of the Marketing Mix, Journal of Advertising Research, Vol. 4, June 1964), subsequent writers have talked about the need to include physical evidence, process and people, particularly where service products are concerned. For example, if buying an intangible financial services product such as a mortgage, the building society's offices, the ease and speed with which an application can be made, and the way in which the society's staff deal with their customers will all influence the customer's perception of the offering.The marketing plan can be produced at this stage, and will include a definition of the target market segment(s), the source of differential advantage, and a list of actions under each of the marketing mix headings, with timings, budget and responsibilities allocated.The marketing mix approach simply says that all the messages the customer receives must be consistent with each other and help to communicate the differential advantage (sometimes called the value proposition). Some have argued that the concept is outdated, relying too much on the marketing department to implement it, and needs to be replaced by a more company wide approach. It is certainly true that consistency and an integrated approach are vital in implementing marketing strategy.Back to the topStage seven: ImplementationThe implementation of marketing strategy demands good communication between the marketing function and the other parts of the organisation. The McKinsey "Seven S" model (Peters, T. & Waterman, R. (1982) "In Search of Excellence" New York, HarperCollins) may be used as a checklist to ensure that all the elements involved in implementing the strategy are consistent with each other and with the strategy itself. The "seven S's" are:Strategy itself - supported bySkills- what distinctive core tasks (functional or organisational) is the company good at performing?Shared values - what is the culture of the company? What behaviour or achievements are rewarded?Style- what is the management style? How do things get done round here?Staff - what are the people like? What is their educational or business background? What is likely to motivate them? How is their morale?Systems- what formal systems are in place that may help (or hinder) implementation? (these could be reward systems, monitoring systems, customer service systems?) What about the informal systems?Structure- what structures are in place that may help (or hinder) implementation? Is there a flat management structure? Are there (for example) project management teams, or is the organisation structured along purely functional lines?Back to the top Stage eight: Monitoring market performanceIdeally a marketing plan should also include performance targets in terms of sales and contribution, customer satisfaction, or any other measures deemed appropriate. There is a trend towards the use of non-financial measures in monitoring company performance. (Kaplan, R. S. & Norton, D.P. (1996) The Balanced Scorecard, Harvard Business School Press). The information needed for such measurements is often difficult to obtain, but as feedback mechanisms showing whether or not a strategy is being successfully implemented, they may be more useful than traditional quantitative measures. the learning guide on performance management has more information about the balanced scorecard approach.Back to the topLast modified: 02/10/2006。
前台练习题
前台练习题一、基础知识类1. 请简述前台的职责范围。
2. 前台接待礼仪中，如何正确使用电话沟通？3. 解释什么是5S管理，并说明其在前台工作中的应用。
4. 请列举三种前台工作中常用的办公软件。
5. 前台在处理客户投诉时应遵循哪些原则？6. 请描述前台接待客人时的基本流程。
7. 如何正确记录和传达客户的留言？8. 前台在处理突发事件时应如何应对？9. 请简述前台在处理快递和邮件时应注意的事项。
10. 请列举五种提高前台工作效率的方法。
二、沟通技巧类1. 如何运用非语言沟通技巧提高前台服务质量？2. 请举例说明如何运用同理心技巧与客户建立良好关系。
3. 在前台接待中，如何运用提问技巧引导客户？4. 请描述如何运用倾听技巧提高前台服务质量。
5. 如何运用正面语言技巧化解客户不满？6. 请列举三种提高前台沟通效果的身体语言。
7. 在前台接待中，如何运用幽默技巧缓解紧张气氛？8. 如何运用沉默技巧在适当的时候给客户留下思考空间？9. 请描述如何运用反馈技巧确保客户需求得到满足。
10. 如何运用确认技巧确保双方沟通无障碍？三、客户服务类1. 请简述前台在客户服务中的重要作用。
2. 如何根据客户需求提供个性化服务？3. 请列举三种提高客户满意度的方法。
4. 如何正确处理客户投诉？5. 请描述前台在处理客户意见反馈时应注意的事项。
6. 如何运用客户关系管理（CRM）系统提高前台服务质量？7. 请简述前台在客户服务中的危机应对策略。
8. 如何通过前台服务提升企业品牌形象？9. 请列举三种前台在客户服务中常用的沟通技巧。
10. 如何在客户服务中运用团队合作精神？四、突发事件处理类1. 请描述前台在遇到突发火灾时应如何应对。
2. 如何处理客户突然晕倒的情况？3. 请列举三种前台在处理突发事件时应遵循的原则。
4. 如何在突发事件中保持冷静和专业的态度？5. 请描述前台在遇到停电时应如何应对。
6. 如何处理客户在前台发生争吵的情况？7. 请简述前台在遇到恐怖袭击时应如何应对。
英语专业论文McDonald’s Marketing Strategies in China麦当劳在中国的营销策略
McDonald’s Marketing Strategies in China姓名：班级：学号：AbstractIn recent years, Chinese fast food companies are developing rapidly, but the market share and profit level are far below that of the western fast food corporations like McDonalds and KFC. From the aspect of average sales turnover of one single store, McDonalds is 160 times of that of Chinese fast food companies. Currently, the turnover of western fast food corporations occupies more than 1/3 of the whole Chinese fast food industry. The causes are various, yet we could not neglect the problems in service marketing such as service quality, service process, service price and physical evidence, also the daily schedule in Northern China and Southern China is different, thus the service patterns differ. In order to make the proposal more specific, I choose McDonald’s stores within a region as the objects, to analyzed its marketing strategies in China. This essay analyzes the successful McDonald’s marketing strategies in China from “4P” (product, price, place, promotion)Key words: McDonald; marketing strategies; Chinese fast food1. IntroductionMcDonald’s is a chain of fast food restaurant that specializes in fried chicken. It was in 1940 that McDonald’s first started their op erations. The pioneer of many things, the Speed Service System introduced in their very first restaurant is being followed in modern day fast food chains to this very day. Their very first mascot was a man with a head of a hamburger wearing a chef’s hat, which was replaced by McDonald’s ever popular clown man. It is estimated that McDonald’s currently serves 58 million customers each day in 119 countries. Their restaurants differ in their settings and facilities as some offer drive thru services, and some have play areas for kids while some offer counter service a lone. McDonald’s signature colors are red and yellow while their most popular products are their famous hamburgers, breakfast offers, desserts, chicken sandwiches and French fries. McDonald’s also f eature products for vegetarian customers, as well. When it comes to regional branches, McDonald’s are known to offer certain products customized to suit the food cultures of the respective regions.McDonald’s pay attention to the development of diversified and create differentiated product.2. The product strategies in China2.1 The product localizationThe first sign of success to an enterprise is that it can provide products to meet consumer demand. McDonald’s was so successful not by accident but have a lot by the constantly product innovation according to the taste of the Chinese people. McDonald’s has continually adapted to the customer’s tastes, value systems, lifestyle, l anguage and perception. McDonald’s was known for its hambu rgers, beef and pork burgers. But most Chinese like toeat rice and something variety. To follow the local taste, M cDonald’s came up with Pork Chop Curry Rice and Preserved Egg Chicken Porridge to suite the Chinese palate. This way fitting customers ’requirement and has been widely recognized by Chinese consumers. Therefore, the unification of food in McDonald’s has very strict standards, covering two aspects of qualitative and quantitative provisions.2.2 The product standardizationCore product stands at the center of the total product. It consists of the core, problem-solving benefits that consumers seek when they buy a product or service. As the world’s larg est fast food chain enterprises--- McDonald’s, in the whole process of its development, to provide customers with food, although there are regional differences for the customer, but the same is the sales all over the world of hamburgers, French fries, ice cream and soft drinks. Even if there is any change in the main product, it is only a small change. Others like Fillet-o-fish，Big Mac hamburgers are as the actual product. McDonald’s mix product to maximize sale opportunities with the limitations of its resources. Although there are big differences in eating habits and cultures in different countries, McDonald's is still committed to reducing the differences, providing a very similar product for global consumers. This management concept originated in the internationalization of chain management, the unified management mode included: unified trademark and name, unified interior design, standardization of the food supply and sales, unified national price.3. The price strategies in ChinaSuccessful pricing is a key element in marketing, ranked only next to product strategies in importance among the concerns of marketers. The specific pricing strategies that firms useto price goods and services grow out of the marketing strategies they formulate to accomplish overall organizational objectives. To establish a suitable price range, the target market of the enterprise and the target market positioning have very big concern.3.1 Identify target customersMcDonald’s caught Chinese homesick psychological needs, divide its target market segmentation for families as the unit group, and focus on the teenagers who have strong ability to accept foreign culture and new things. In addition, they have targeted design for all food, service and environment. Therefore, other family members, under the influence of young people, in order to stimulate demand, will slowly love the relaxed, pleasant dining environment in McDonald’s. Children is also an important service for McDonald’s. Every store has a baby chair and a small cart, and a variety of hanging picture, cartoon park, are all deeply favored by children.3.2 Determine the price rangeMcDo nald’s price range within the scope of the ordinary families can afford, but overall price is higher than the general price, because it adopts competitive pricing strategies. These strategies are designed to deemphasize price as a competitive variable by pricing a product or service at the general level of comparable offerings. McDonald’s mainly take the following two ways to stimulate consumer demand: the first is the psychological pricing. On the one hand, by the way of improving the dining environment to provide customers a satisfying first-rate service. That create an additional value to customers. On the other hand, the price is accurate to angle and unified throughout the country, so that’s all as to give customers a feeling of benefits. The second is through the compound fixing prices. McDonald’s mainmeals and combination of a variety of food such as toys, cola and the appropriate package price and timeless payment coupons way. A big Mac as the example, has become one of the world’s economists do comment on all income of the pointer, McDonald’s use of price survey method as the selling price of the product standard. Not only all these speed up the ordering rate, increase sales, but also offers and attract consumers, creating a win-win situation of enterprises and consumers.4. The place strategies in ChinaThe place mainly consists of the distribution channels. The distribution channel is an organized system of marketing institution and their interrelationship that enhances the physical flow of ownership of goods and service from producer to consumer or business user. It is important so that the product is available to the customer at the right place, at the right time and in the right quantity. McDonald’s from the product source, supply, sales and other links, in the premise of ensuring product safety, make better service to consumers.4.1 Strengthen the supplier managementFirst of all, in China, McDonald’s suppliers implement localization strategy, not only to ensure the quality of fresh ingredients, effectively saves transportation costs and procurement costs, but also reduce the outsourcing because of the weather, transport, customs, government policy can not predict the risk factors about. At present, McDonald’s all chicken ingredients and 85% of food packaging materials are to the Chinese local manufacturers to purchase, its overseas manufacturers to purchase only a small amount of fixed assets equipment. Secondly, star evaluation of suppliers, in order to standardize the supervision and management of suppliers, so there is a pop ular saying among suppliers: "Pass McDonald’s rating systemmanufacturers, can smoothly and easily obtain national IS09002 quality certification accreditation."4.2 Scientific and accurate locationMcDonald’s has the standardization of distribution. For businesses such as McDonald's reliance on giant adult traffic in order to increase sales, the store location will undoubtedly have an important impact on the realization of its marketing objectives. Therefore, each openi ng McDonald’s have to undergo a rigorous selection process. As usual, the first step of McDonald’s location is in planning a general busines s scope, in this part, McDonald’s to collect a lot of information, decision must base on its own market positioning and business stability and maturity of the comprehensive consideration of the enterprise is entering the region. The second is to estimate and selection traffic generation. In the established business scope, further accurate specific shop address. McDonald’s stipulate that a chain store must be built in a busy commercial area, such as a large shopping mall, supermarket, school, or government office.5. The promotion strategies in China5.1Strong advertisingThe various promotion channels being used by McDonald’s to effectively communicate the product information are given above. A clear understanding of the customer value helps decided whether the cost of promotion is worth spending. There are three main objectives of advertising for McDonald’s are to make people aware of an item, feel positive about it and remember it. The right message has to be communicated to the right audience through the right media. McDonald’s does its promotion through television, hoardings and bus shelters.They use print ads and the television programmers are also an important marketing medium for promotion. The creative way of advertising is often the use of the existing brand visual elements--corporate logo M shape. The advertising is full of human touch, and the protagonist of the ads are ordinary Chinese people. Besides, in the part of graphic advertising design, McDonald’s focus on delicious food, through the display of the appearance of delicious food to the customers attractive to catch their eye, stimulate their desire to buy.Posters and television advertisements are often used to promote the new product promotion form, its advantages lie in: first, the product is directly displayed in front of consumers, succinctly communicate to the consumer the information enterprises want to express, so that people firmly remember the brand. Second, it touches consumers taste nerve through visual stimulation, brings back the appetite of the customer, thus causes the customer’s desire, so as to achieve the purpose of sales promotion.5.2Good public relationsGood public relations are intangible assets. McDonald's to build healthy food for the idea, carried out a series of marketing public relations activities. First of all, as the leader of Chinese fast food enterprises, McDonald's have full of enthusiasm to China’s public welfare undertakings. It helps children who in remote mountainous areas through various forms, such as donations to the "Hope Project", gifts the book album, held a variety of public cultural activities. Through these series of activities, McDonald’s show Chinese consumers a responsible, caring and good enterprise image, enhance the customer's recognition of the product, and forming a virtuous circle. In addition, every McDonald’s will held birthday party to children. The party not only has a special person in charge of site and facilities, but alsoprepare birthday gifts and arrange the game interesting for the child. The original purpose of "birthday party" held by McDonald’s is not profit, but from the point of view of customers to think, in hope for reducing the pressure of the busy parents. At the same time, can also create a warm entertainment environment for children, and let children spend their wonderful childhood. It is McDonald’s people-oriented attitude, narrowing the distance with consumers, improve customer loyalty to their brand.ReferencesWebsite Sources100 Best Global Brands 2009. Retrieved 2010-01-23.Marketing Mix (bite size 4P's) British Broadcasting Corporation (BBC) Schools. Retrieved 2010-01-23.“McDonald's history. Retrieved 2010-01-23.Related to the internationalization of business like McDonald’sBookInternational Marketing; Sun Nin, Zhang Aiming; Published in 2001.6。
剑桥商务英语-营销策略marketingstrategy
营销策略 Marketing StrategyPART ONEQuestions 1—8· Look at the statements below and the five extracts about advertising and promotion from an article.· Which extract (A, B, C, D orE. does each statement (1—8) refer to?· For each statement (1—8), make one letter (A, B, C, D orE. on your Answer Sheet.· You will need to use some of these letters more than once.A. SMS marketing is marketing using a mobile phone. SMS stands for short message server, otherwise known as text messaging. In short SMS marketing is done using a mobile device to transfer marketing communication to interested consumers. It's an area that is gaining a great deal of interest by businesses both small and large.B. In a perfect world, every brand would contain a variety of meanings, the better to speak to a variety of consumers. The trouble with stuffing the brand this way is that the meaning that works for one consumer can bewilder or antagonize the next. Building a brand with many meanings can sometimes fail spectacularly. Everyone creating popular culture is trying to solve this question.C. Marketing managers work with advertising and promotion managers to promote the firm's or organization's products and services. With the help of lower level managers, including product development managers and market research managers, marketing managers estimate the demand for products and services offered by the firm and its competitors and identify potential markets for the firm's products.D. Marketers should also be aware of the competition that they will face when pursuing a position at a media company. Typically, marketers must have a plethora of solid experience and a vast understanding of the media industry and the specific changes impacting the industry they are looking to work in.E. Convergence has significantly blurred the lines between print, internet, television and radio. Messaging that used to be tailored for one outlet will now have to be adjusted for a wider audience. Further, the accessibility of the internet has created a very diverse and global customer base.1、 Marketers should already be familiar with how to communicate their messages across a variety of mediums.2、 Marketing managers also develop pricing strategies to help firms maximize profits and market share while ensuring that the firms' customers are satisfied.3、 In collaboration with sales, product development, and other managers, they monitor trends that indicate the need for new products and services and they oversee product development.4、 In the United States alone 9 out of 10 people carry a mobile device according to research done by MobiThinking.5、 So marketers should build their awareness of different cultures and respective sensitivities.6、 Specifically we have something to learn from Hollywood, which I believe may serve us as a kind of laboratory.7、 At present, SMS marketing is considered to be one of the more direct and personal forms of marketing.8、 So marketers have something to learn from non marketers.PART TWOQuestions 9—14· Read the text about the Yao's career development in the U. S.· Choose the best sentence to fill each of the gaps.· For each gap (9—14), mark one letter (A-H) on your Answer Sheet.· Do not use any letter more than once.A. Let's start off by reviewing the formal definitions of eachB. All of these elements must not only work independently but they also must work together towards the bigger goal.C. Advertising only equals one piece of the pie in the strategyD. While both components are important they are very differentE. Advertising is the largest expense of most marketing plansF. Advertising can be defined as a way to publicize the information consumers needG. After reading both of the definitions it is easy to understand how the difference can be confusing to the pointH. We can come a conclusion that all the elements are important for advertisers to noteMarketing vs. Advertising: What's the Difference?You will often find that many people confuse marketing with advertising or vice versa. 9 Knowing the difference and doing your market research can put your company on the path to substantial growth.10and then I'll go into the explanation of how marketing and advertising differ from one another:Advertising: The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.Marketing: The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.11 that people think of them as one-in-the same, so lets break it downa bit.Advertising is a single component of the marketing process. It's the part that involves get ting the word out concerning your business, product, or the services you are offering. It involves the process of developing strategie s such as ad placement, frequency, etc. Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet. 12 with public relations following in a close second and market research not falling far behind..The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement. 1314Marketing is a process that takes time and can involve hours of research for a marketing plan to be effective. Think of marketing as everything that an organization does to facilitate an exchange between company and consumer.PART THREEQuestions 15—20· Read the following article on the reasons why customers don't buy from you.· For each question (15—20) mark one letter (A, B, C orD. on your Answer Sheetfor the answer you choose.Are you spending time marketing your product, but still not selling as much as you would like? The truth is consumers have needs and steps that they go through and that persuades them to buy. If your marketing is not meetingthose requirements it is probably the reasons your product is not selling. As consumers we are not just persuaded by the "price" of a product, we are moved by the benefits of the product and what it can do for us; that's our reason for purchasing. If you are finding that you are having difficulty in selling your product you may want to consider the following reasons why consumers don't buy and evaluate how you can do better at marketing your products in a way that converts consumers into your customers. They are not aware of your product.Consumers cannot purchase products they are not aware of. If you are marketing, but consumers still don't know about your product it may be time to evaluate why it's not working. Are you targeting the right market with your message? Is your message reaching those that would have an interest in your product? It's important to remember that the solution is not always more marketing, because the problem may lie with where you are marketing at, and what marketing vehicles you are using. They don't understand the benefits of your product. Consumers don't buy products solely based on price. Now, this does not mean that they don't factor in price, they do. Consumers buy based on the benefits your product brings them. If you asked your customers what the benefits of your product are, would they know? This is important. Your marketing must be centered on the benefits for your product in order for consumers to take an interest in purchasing your product. Create a list of the top three benefits of your product and use those in your marketing message. They don't feel your product has perceived value. Consumers will not buy products that they perceive as having no value. Why should customers value your product? You can use the benefits of your product to create a perceived value and it is that perceived value that helps in the sales of your product. If a customer cannot see value they will simply pass your product by. You must create that perceived value in your marketing message. They don't see how your product meets their needs. We've talked about benefits and perceived value, now let's talk about needs. Do consumers know how your product meets their needs? Does it make their life easier, save them time, and make them feel better? What need does you r product satisfy? You have to tell consumers that, don't make them guess or come up with the answer on their own, tell them and help educate them on why they need your product.15、 Which is not one of the main reasons that the consumers do not buy your products?A. The consumers don't find the way to know your product.B. The practicability of the product is not obvious.C. The product of other marketer has a more favorable price.D. Consumers don't buy anything which they think is of no value.16、 What do we learn about from the first paragraph?A. The consumers don't want to buy from you because you applied inappropriate ways in marketing the product.B. It is the benefits of the product that attract the customers to pay for it.C. A marketer should learn to summarize the reasons from the failure marketing.D. Meeting the customers' requirements appears to be of most importance in marketing techniques.17、 What does the author mean by saying "create a perceived value in your marketing message" ?A. It means that you should create a seductive message about the product to attract the consumers' attention.B. It refers to the benefits and requirements that consumers want from the product.C. It advises the marketers to use the benefits of your product to advertise.D. It is the only way that the customers can see how your product meets their needs.18、 Which is the essential concern that a customer buy a product?A. The customer really need it.B. It has a perceived value.C. It has a favorable price.D. The benefit of it sounds good.19、 A success product marketing is determined by ______.A. where the consumers get them.B. the way the consumers get them.C. the sales volume in the different sales locations.D. the awareness of your product.20、 To convert consumers into your customers, you shouldA. improve your marketing tools and strategies.B. learn about the needs and requirements of the consumers.C. pay more attention to the product itself, not the marketing.D. take more into consideration rather than simply marketing.PART FOURQuestions 21—30· Read the article below about the five W's of marketing.· Choose the correct word to fill each gap from A, B, C or D.· For each question (21—30), mark one letter (A, B, C orD. on your Answer Sheet. The Five W's of MarketingYou've heard of the Five W's: who, what, when, where, and why. They're the elements of information needed to get the full story, whether it's a journalist 21a scandal, a detective investigating a crime, or a customer service representative trying to resolve a 22There's even an old PR formula that uses the Five W's as a template for how to write a news release.Most of the time it doesn't matter in what order the 23 is gathered, as long as all five W's are ultimately 24The customer service rep's story may begin with who was offended, while the journalist may follow a lead based on what happened. The detective may start with where a crime was committed while details of who and what (not to mention when and why) are still 25 The Five W's are helpful in marketing planning as well. But unlike in other 26 the development of an effective marketing program requires that they be answered in a specific order: why, who, what, where, and when. The reasons may not be obvious, but by following this pathway you can avoid a great deal of confusion, trial and error, and blind 27 preserving your company's precious time and 28 Many marketers instinctively begin with questions about what and where, as in "what" their advertising should say or "where" it should appear. That's what gets them into 29 To 30 their marketing efforts, think why, who, what, where, and when. The order makes all the difference.21、 A. reporting B. uncovering C. exposing D. unmasking22、 A. problem B. dispute C. complaint D. issue23、 A. information B. statistics C. intelligence D. data24、 A. introduced B. proposed C. addressed D. raised25、 A. sketchy B. rough C. curt D. unshaped26、 A. fields B. occupations C. industries D. professions27、 A. alleys B. paths C. valleys D. tunnels28、 A. money B. efforts C. resources D. vigor29、 A. dilemma B. trouble C. puzzle D. uncertainty30、 A. improve B. perfect C. advance D. optimize PART FIVEQuestions 31—40· Read the article below about being different in your marketing.· For each question 31—40, write one word in CAPITAL LETTERS on your Answer Sheet.Dare to Be Different In Your MarketingDo you want to attract the attention of 31potential clients and customer? Then it's time to dare to be different. Over the last five years our marketing departments have become complacent. 32 than come up 33 new concepts, ideas, and marketing plans, we only revisit someone else's idea, 34a few things and call it our own. Do you want to create buzz 35 your products and services? Would you like people to take a look at 36 it is that you have to offer over your competitor? If you answered yes to 37 of these questions then this year I dare you to be different. Develop new ideas, actually spend time brainstorming to firm up your own company's marketing message. Stop looking at what everyone else is doing. Quit comparing your creative ideas with others. It's 38we learn that adopting the tactics and strategies of another company is just simply not 39 It's still important to do your re search regarding your competitors. However, it's more important to listen to the needs of prospects and current clients. When did it become ok to quit paying attention to our markets? We want a quick fix, a fast campaign, an instaneous idea. Daring to be 40doesn't have to be difficult, often enough it's as simple as getting back to the basics. PART SIXQuestions 41—52· Read the text below from a report about brand management.· In most lines (41—52), there is one extra word. It either is grammatically incorrect or does not fit in with the sense of the text. Some lines, however, are correct.· If a line is correct, write CORRECT on your Answer Sheet.· If there is an extra word in the line, write the extra word in CAPITAL LETTERS on your Answer Sheet.41、 Believe it or not, your company is already being facing just that type of situation. Oh, you may not42、 have realized it, and if that's the case you probably haven't been responding as you should do.43、 The challenge you're facing, like the one above all, is complicated. It, too, has long term44、 implications. It's also expensive, and it's public—very public. Worse, if you're mishandling things, you're already damaging the health of your company. What is it? It's your branding program.45、 Don't roll up your eyes. Think about it. Companies often mismanage their brands by neglect,46、 and doing so harms their top lines, their bottom lines, and their prospects for long-term47、 success. Just because someone else hasn't dropped a bombshell on you i na breathless phone48、 call doesn't make it any less true. Like the subtle movement of the hands of a clock going, brand neglect happens slowly, almost imperceptibly, which makes it even more sinister.49、 What makes it so nonsensical is that your brand is the ultimate asset—or they should be. Your50、 brand, unlike a building, inventory, or furniture, fixtures, and equipment, needs never depreciate.51、 Quite on the contrary—brands can increase in value indefinitely as long as they're well-managed.52、 Consulting firm Interbrand estimates the market value of Coca-Cola ( KO)—not means the secret formula, not the factories, not the trucks, but the brand alone—to be more than $ 70 billion. The McDonald's (MCD. brand is worth more than $ 33 billion. Disney (DIS), $ 28 billion.答案:PART ONE1、D2、C3、C4、A5、E6、B7、A8、B PART TWO9、 10、11、 12、 13、14、PART THREE15、C 16、C 17、D 18、A 19、D 20、DPART FOUR21、B 22、C 23、A 24、C 25、A 26、D 27、A 28、C 29、B 30、DPART FIVE31、MORE 32、RATHER 33、WITH 34、CHANGE 35、ABOUT 36、WHAT 37、EITHER 38、TIME 39、ENOUGH 40、DIFFERENT PART SIX41、BEING 42、DO 43、ALL 44、CORRECT 45、UP 46、CORRECT 47、ELSE 48、GOING 49、THEY 50、CORRECT 51、ON 52、MEANS。
1-1《营销战略决策MSD》课时表(萧弘,2天课程)
备注 80 分钟 85 分钟 90 分钟
55 分钟 90 分钟
15’ 45’ 30’ 30’ 15’ 45’ 80’ 30’ 30’ 15’ 15’ 15’ 35’ 15’ 35’ 20’
60 分钟 75 分钟 45 分钟
90 分钟
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【销售罗盘】版权所有
课程时控表
授课计划 开场
课程导入 团队组建
规则介绍
自主经营 集中竞单 完成经营
经营成果 分析点评 自主经营 集中竞单 完成经营
成果分析 分析点评 自主经营 集中竞单 完成经营 分析点评
自主经营 集中竞单 完成经营 成果分析
分析点评
要点总结 总结结束
概念与知识点 讲师介绍、课程介绍 营销六步、商业模式画布 案例背景、团队招募、团队组建
午餐 各组完成第四年经营计划与准备 各组第四年集中竞单 各组根据订单完成自主经营 各组第四年经营成果分析
休息 打造团队竞争力 优胜组结果公布并颁奖 各组经营总结与要点回顾 课程总结与结束
用时 15’ 30’ 35’ 15’ 85’ 80’ 40’ 30’ 20’ 15’ 15’ 40’ 40’ 30’ 20’
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09:00～09:15 09:15～10:00 10:00～10:30 10:30～11:00 11:00～11:15 11:15～12:00 12:10～13:30 13:30～14:00 14:00～14:30 14:30～14:45 14:45～15:00 15:00～15:15 15:15～15:50 15:50～16:05 16:05～16:40 16:40～17:00
大客户销售系列精品版权课程
营销战略决策
Marketing Strategic Decision
新职业英语市场营销英语(第三版)教学课件Unit_2
Warming-up Activity
Warming-up Activity Task 1 Warming-up Activity Task 2
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Warming-up: Task 1
» The elements may include quality, price, after-sales service, appearance, function, etc.
1. Introduction
Many products do well when they are first launched on the market and Nutri-Grain was no exception. From its launch in 1997 it was immediately successful, gaining almost 50% share of the growing cereal bar market in just two years.
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Speaking task 1
» Sample
A: How about the sales of our new product these days? B: It’s declining. A: What’s the main problem? B: I think the major problem is that the sales promotion is not effective. A: I want to have a meeting to discuss it. B: OK, I will arrangpeaking task 2
» Sample A: Good morning, Madam. Is there anything I can do for you? B: Good morning. I’d like to buy a desktop vacuum. A: Would you like to have a look at our vacuum here? B: Yes, thank you. Well, this one looks very nice. Can you tell me about this type? A: Yes, of course. This model is our latest product. It was launched this spring. As you can see, it has a round shape. Compared with our other products, it is smaller in size and lighter in weight. B: What color does this type have? A: Red, purple and white.
东博文化传媒高职单招英语考试冲刺模拟卷
东博文化传媒高职单招英语考试冲刺模拟卷全文共3篇示例，供读者参考篇1Dongbo Culture and Media Vocational SchoolDirect Admission English Exam Mock PaperTime Allowed: 2 HoursGeneral Instructions:• This exam consists of four sections: Listening Comprehension, Language Use, Reading Comprehension, and Writing.• Write all answers on the answer sheet provided.• No dictionary or reference materials are permitted.• Calculators are perm itted for the Language Use section only.Listening Comprehension (20 minutes, 20 marks)In this section, you will hear two recorded passages and answer comprehension questions based on each. You will hear each passage twice. Answer all questions on the answer sheet.Passage 1: A radio advertisement for a new tech productWhat type of product is being advertised?List three key features mentioned.Who is the target consumer for this product?Passage 2: A university lecture about marketing strategies4. What are the two core principles of the strategy mentioned?5. Give one example used to illustrate each principle.6. What potential challenge is raised towards the end?Language Use (40 minutes, 40 marks)Part A: Vocabulary (20 marks)For questions 7-16, choose the best definition for the given word from the four options.AmbiguousCoherentEpitomePragmatic...Part B: Grammar (20 marks)For questions 17-26, read each sentence and identify the grammar error. Write the correction on the line provided.Between you and I, this assignment is too difficult.He would of gone to the party had he been invited.The school needs fewer parking lots and more bike racks.Neither the teacher or the students knew the answer....Reading Comprehension (50 minutes, 20 marks)Read the following passages and answer the accompanying questions on your answer sheet.Passage 1: The Rise of Artificial Intelligence (10 marks)The field of artificial intelligence (AI)...21. According to the passage, name two current applications of AI technology.22. What is one potential risk highlighted about advanced AI systems?23. How does the author suggest this risk could be mitigated?Passage 2: The Impacts of Social Media (10 marks)The emergence of social media platforms like Facebook, Twitter...24. Identify one positive impact and one negative impact discussed.25. What suggestion does the author give for responsible social media use?Writing (40 minutes, 20 marks)In a well-structured essay of 300-400 words, answer the following prompt:Some people believe that in the modern world, knowledge and skills related to media, technology and communication are more essential for success than traditional academic subjects like literature, history and science.To what extent do you agree or disagree with this perspective? Provide relevant reasons and examples to support your position.You will be evaluated on:• The clarity and relevance of your argumentation• Use of accurate vocabulary, grammar, and sentence structure• Log ical organization of ideas• Examples used to illustrate key points篇2Dongbo Culture and Media Vocational College English Entrance Exam Mock PaperEnglish has always been one of my biggest academic struggles. The complex grammar rules, massive vocabulary, and difficulty in pronunciation made it a daunting subject. However, with the Dongbo Culture and Media Vocational College entrance exam looming, I knew I had to buckle down and give it my all. This mock paper was my chance to gauge where I stood and identify areas that needed improvement before the real thing.Section I: Reading Comprehension (40 marks)The reading section contained three passages ranging from contemporary issues to literature excerpts. As I skimmed through the questions, my heart sank a little. The vocabulary wasadvanced, and the concepts were nuanced. Nonetheless, I took a deep breath and dove in, determined to do my best.Passage 1 discussed the impact of social media on mental health, particularly among teenagers. While the topic was relevant, the linguistic complexity made it challenging to grasp the finer points. I found myself rereading certain paragraphs multiple times to fully comprehend the arguments presented.Passage 2 was an excerpt from a classic novel, replete with figurative language and profound themes. Analyzing literature has never been my strong suit, but I tried to focus on the key elements, such as symbolism and character development, to answer the questions effectively.Passage 3 delved into the world of environmental sustainability, a subject I found genuinely interesting. However, the technical jargon and statistical data made it a formidable read. I made sure to pay close attention to the details and take notes as I progressed through the passage.Section II: Use of English (30 marks)This section tested our command of grammar, vocabulary, and idiomatic expressions. As I tackled the multiple-choice questions, I couldn't help but feel a twinge of self-doubt. Englishgrammar has always been my Achilles' heel, and some of the questions were downright perplexing.The error identification exercise was particularlynerve-wracking. I found myself second-guessing my choices, wondering if I had a firm grasp of the rules or if I was merely guessing. The vocabulary questions, while challenging, were a refreshing change of pace, allowing me to flex my knowledge of synonyms and word formations.Section III: Writing (30 marks)The writing section presented two tasks: a short email and an argumentative essay. The email prompt required us to respond to a scenario involving a miscommunication with a classmate. I tried to strike a balance between politeness and assertiveness, carefully structuring my response to convey the intended message.The essay, on the other hand, was a true test of our critical thinking and writing abilities. The topic centered around the role of technology in education, a subject that had both proponents and detractors. I spent a considerable amount of time outlining my thoughts and organizing my arguments before diving into the actual writing process.As I wrapped up the exam, a sense of accomplishment washed over me. Despite the challenges, I had given it my all, and that was something to be proud of. The mock paper had highlighted areas where I needed to dedicate more effort, such as vocabulary expansion and grammar reinforcement.In the weeks leading up to the actual entrance exam, I plan to diligently review the concepts I struggled with and seek guidance from my teachers and peers. The road ahead may be arduous, but with perseverance and dedication, I'm confident that I can overcome the hurdles and perform well on the big day.This mock paper has been an invaluable learning experience, serving as a wake-up call and motivating me to push myself even harder. Dongbo Culture and Media Vocational College, here I come!篇3Dongbo Culture and Media Vocational College English Exam Practice TestSection 1 - Reading ComprehensionPassage 1 (Questions 1-5)As technology rapidly advances, it is increasingly intertwined with our daily lives in both positive and negative ways. On one hand, we have incredible tools and resources at our fingertips that make accessing information, connecting with others, and achieving tasks more efficient than ever before. However, an overreliance on technology can also be detrimental, contributing to issues like social isolation, distractibility, and physical inactivity.Striking the right balance is key. While it's important to stay up-to-date on emerging innovations, we must be mindful of how much time we spend glued to our screens. Setting reasonable limits, making time to unplug, and nurturing real-world relationships and experiences should be prioritized alongside the benefits technology provides.The main idea of this passage is that:a) Technology has had only negative impacts on societyb) Finding a balance between using technology and limiting its use is idealc) We should completely abandon the use of technologyd) Technology has made the world a much better place overallAccording to the passage, some potential downsides of technology overuse include:a) Loneliness and lack of physical activityb) Being too productive and efficientc) Not being able to access enough informationd) Technology slowing down and becoming obsoleteThe author's attitude toward technology can best be described as:a) Completely opposed to its use in societyb) Overwhelmingly positive about its benefitsc) Recognizing both its advantages and potential pitfallsd) Being ambivalent and unsure about its impactsThe phrase "glued to our screens" is an example of:a) A metaphorb) An idiomc) Personificationd) HyperboleBased on the passage, which of these is NOT suggested as a way to balance technology use?a) Setting time limits on screen usageb) Making efforts to socialize face-to-facec) Getting exercise and being physically actived) Constantly checking social media on your phonePassage 2 (Questions 6-10)...Section 2 - Language UsageChoose the correct verb tense to fill in the blank:I ______ the library earlier, but I left my book at home.a) will gob) have gonec) wentd) goesIdentify the correctly punctuated sentence:a) The dog ran, quickly across the park.b) The dog, ran quickly across the park.c) The dog ran quickly, across the park.d) The dog ran quickly across the park.Fill in the blank with the appropriate pronoun:John helped ______ neighbors move into their new house.a) hisb) herc) theird) yourChoose the correct homophone to fill in the blank:Please put the clean clothes in the ______ basket.a) wasteb) waistc) weightCorrect the misplaced modifier in this sentence:Playing video games all night, her mother was frustrated with the lack of sleep.a) Playing video games all night, she frustrated her mother with the lack of sleep.b) She frustrated her mother with the lack of sleep from playing video games all night.c) Her mother was frustrated with her lack of sleep from playing video games all night....Section 3 - WritingPrompt: Many students feel significant pressure to choose a career path and course of study at a young age. What are the potential benefits and drawbacks of this? Discuss both perspectives and provide your own opinion on the matter in a multi-paragraph essay response.Section 4 - SpeakingResponse Notes:• Y ou will see a prompt describing an imaginary situation or scenario. Prepare a 1-2 minute response addressing the key points or questions raised.• After 30 seconds of preparation time, you will record your response which will be evaluated for coherence, proper grammar usage, vocabulary, and clarity.Prompt: You have been asked to give a short speech on your favorite historical figure. Explain who this person is, why they are important, and what inspirational or educational message you take from their life's work and achievements.That covers the main sections of the Dongbo Culture and Media Vocational College English exam practice test. Be sure to manage your time wisely, read all prompts and passages carefully, and do your best! Let me know if you need any clarification or have additional questions.。
VIPKID的营销策略分析
价格(price)是指企业出售产品所追求的经济回报。产品市场定位 不同，其制定的价格策略亦不同。企业以按照市场规律制定价格和变 动价格等方式来实现其营销目标，其中包括对同定价有关的基本价 格、折扣价格、付款期限、商业信用等。
目前几乎没有关于VIPKID的学术研究，因此本文的研究具有一 定的创新性，可以填补这一研究领域的空白。本文的研究也能为其他 互联网教育机构的发展产生借鉴意义。
二、案例简介
VIPKID在线少儿英语创立于2013年底，2014年6月1日正式上 线，它是由长江商学院孵化，红杉资本、经纬中国、创新工场等联合 投资的北美外教一对一在线英语学习机构。VIPKID目前针对4岁～12 岁中国幼儿园及小学生群体，通过1对1实时在线视频学习平台，将中 国学生与外教进行连接，并为中国学生带去最纯正的英语语言学习及 美式教育。
1.差异化的市场定位。VIPKID主要针对4岁～12岁中国幼儿园及 小学生群体，通过1对1实时在线视频学习平台，对中国学生进行纯正 的英语语言学习及美式教育。这一产品模式，明显区别于当时主流的 主要聚焦于初中及高中学生群体的新东方、学而思、沪江网校等英语 培训机构，从而使VIPKID能够避开激烈的市场竞争，为自身的生存 和发展提供了缓冲的时间。
在互联网教育企业普遍难以盈利，且行业竞争如此激烈的情况 下，VIPKID却能够异军突起，以迅猛的发展速度快速成长为行业独 角兽，引起了广泛的关注。目前，成立仅5年的VIPKID付费用户已突 破50万，2017年就已实现50亿营收。VIPKID是如何在激烈的市场竞 争中脱颖而出的呢？本文将结合4P理论，深入分析VIPKID成功的关 键原因。
STP营销战略与私域流量的运营策略
长，实现持续的业务发展
和用户满意度
03
STP营销战略与私域流量的结合
STP营销战略在私域流量运营中的重要性
STP营销战略有助于企业明确市场定位
• 通过市场细分，企业可以更准确地了解目标用户的需求和特点
• 通过目标市场选择，企业可以更有针对性地开展私域流量运营
STP营销战略有助于企业提高私域流量运营效果
• 合作伙伴：企业通过合作伙伴或其他第三方渠道引入流
• 用户互动：积极与用户互动，回应用户问题和建议，提
量
高用户粘性
私域流量的运营策略与技巧
私域流量的运营策略
私域流量的运营技巧
• 用户运营：建立用户画像，针对不同用户群体制定运营
• 数据分析：通过数据分析，了解用户需求和行为，优化
策略
运营策略
• 内容营销：持续产出高质量内容，满足用户需求，提高
• 企业对这些用户群体具有更高的品牌影响力和用户粘性
• 他域流量：企业通过合作伙伴或其他第三方渠道引入的
流量，如广告投放、合作伙伴推荐等
私域流量的价值与优势
私域流量的价值
• 提高品牌曝光度：通过私域流量，企业可以更直接地触达目标用户，提高品牌曝光度
• 降低营销成本：私域流量通常具有较高的用户粘性，企业可以通过低成本的互动和维护，
• 社群运营：建立社群，鼓励用户参与讨论和分享，提高
用户忠诚度
用户粘性
私域流量运营的案例分析与实践
案例一：瑞幸咖啡
• 运营策略：通过优惠券、会员制度等方式，提高用户复购率
• 运营技巧：通过数据分析，优化门店布局和商品供应，提高用户满意度
案例二：完美日记
• 运营策略：通过内容营销、社群运营等方式，提高用户忠诚度和口碑传播
大数据时代咖啡行业营销策略分析
1引言在现代化社会的发展中，很多先进技术已融入各个行业的发展中，互联网技术得到了快速发展，很多业务线上操作日益深入，大数据技术发挥着十分重要的作用，为各个行业的发展提供了技术支持。
目前，消费者的消费方式也在变化，不仅注重产品、服务质量，还关注消费过程中的体验，企业必须改变营销策略，注重消费者的感受。
因此，在咖啡行业的发展中，企业需要根据消费者的实际需求，引进现代化营销模式，为消费者提供优质的服务体验。
2大数据时代营销活动与传统营销策略的差异大数据时代营销活动与传统营销策略存在很大差异，大数据营销具有很强的针对性，满足了市场发展、企业发展的实际需求[1]。
从目标顾客选择角度进行分析，传统销售活动的定位是标签化群体、大数据零售活动定位是个人概念的群体，销售定位方向比较明确，突出了“私人定制”的优势；从店址选择角度进行分析，传统销售活动普遍在线下客流基础上确定实体商圈，需要投入大量的店铺租金成本、产品营销商品价格定位相对较高，很难获取更多利润，而大数据营销店址选择普遍在大数据流量的虚拟商圈完成，无需投入较高的店铺租金成本，在选择店址过程中具有一定的灵活性；从商品管理角度进行分析，传统销售模式会根据有限品类调整经营策略，而大数据销售会利用网络工具、软件管理进行无边界品类扩张、商品管理模式优化；从定价策略角度进行分析，传统营销活动的定价策略相对呆板，利用固定价格滞后于市场变化的价格起伏变化，而大数据时代的商品零售会根据市场环境改变合理调整价格，以满足市场变化需求，采用大数据零售的供应链管理模式，各个环节数据全面打通共享，供应管理的成本比较低，管理效率比较高，商品从出厂到销售中的各个环节信息，基本上实现透明化查询，为营销人员管理和操作提供便利。
3大数据时代咖啡行业营销定位3.1感官体验感官体验指的是消费者利用视觉、听觉、嗅觉、触觉、味觉建立的感官体验，以满足消费者的心理需求，激发消费者大数据时代咖啡行业营销策略分析Marketing Strategy Analysis of Coffee Industry in Big Data Era张晓燕（郑州商学院，河南巩义451200）ZHANG Xiao-yan(Zhengzhou Business University,Gongyi451200,China)【摘要】近年来，市场营销业务在线上得到了拓展，为各个行业的发展提供了技术支持，咖啡行业也不例外。
期刊出版市场营销策略与实施考核试卷
B.深度访谈
C.数据挖掘
D.实地观察
3.期刊出版市场细分可以根据以下哪些因素进行？（）
A.读者年龄
B.读者兴趣
C.期刊内容
D.发行周期
4.以下哪些是期刊出版市场营销中的有效促销手段？（）
A.社交媒体推广
B.限时折扣
C.赠品活动
D.会员专享
5.在期刊出版市场中，以下哪些因素会影响读者的购买决策？（）
10.在期刊出版市场，以下哪种策略有助于提高期刊的竞争力？（）
A.降低期刊质量
B.提高期刊价格
C.加强与作者的合作
D.减少市场调研
11.以下哪个不是期刊出版市场的主要促销手段？（）
A.赠品促销
B.折扣促销
C.人员推销
D.广告宣传
12.期刊出版市场营销策略中，以下哪种策略有助于提高期刊的附加值？（）
A.提高期刊价格
A.提高市场竞争力
B.降低市场营销成本
C.满足消费者多样化需求
D.增加期刊种类
2.在期刊出版市场，产品策略的核心是（）
A.价格策略
B.促销策略
C.内容与质量
D.渠道策略
3.以下哪个不是期刊出版市场的主要营销渠道？（）
A.电商平台
B.实体书店
C.社交媒体
D.电视广告
4.期刊出版市场营销中，品牌建设的关键因素是（）
D.电子邮件营销
20.以下哪些因素在期刊出版市场营销策略中需要考虑？（）
A.市场趋势
B.法律法规
C.技术发展
D.读者阅读习惯
（请注意，这里仅提供了多选题的格式和示例题目，具体的题目内容可能需要根据实际的教学内容和考核要求进行调整和完善。）
三、填空题（本题共10小题，每小题2分，共20分，请将正确答案填到题目空白处）
模块化课程体系的教学岗位设置方案（草案）
模块化课程体系的教学岗位设置方案（草案）根据国际合作学院办学目标和教学特色，以中外合作办学项目、留学生学历教育项目以及国际化专业全英文授课的要求，将我院所有国际化相关课程分类并组成模块化课程体系，并按照此分类方式设置教学岗位。
每位教师原则上必须按照4+X原则选择承担的课程任务。
比如：A-1,A-6,B-1,C-5,F-11。
A、管理学模块（任课教师名单如下所示）主要包括以下课程：1. Buying Behavior 章云燕、缪维嘉、吴海蓉2. Supply Chain Management 张滢3. Introduction to Organizational Psychology 徐海莺4. Developing the Sales Base5. Dimensions in Human Resource Management 章云燕、张滢6. Introduction to Management 徐海莺、缪维嘉7. Organizational Behavior 徐海莺、缪维嘉8. Project Management XXX、陈军9. Risk Management XXX、陈军B、经济学模块（任课教师名单如下所示）主要包括以下课程：1. Business Economics 徐海莺、YYY2. Experience Economic YYY3. Macroeconomics 陈翊、徐海莺、YYY、XXX4. Microeconomics 陈翊、王洪斌、XXX5. Regional Economics 徐海莺、缪维嘉、YYY6. Introduction to Statistics 陈翊7. World Economic History 徐海莺、缪维嘉、YYY、陈军C、营销学模块（任课教师名单如下所示）主要包括以下课程：1. Business to Business Marketing 章云燕2. Strategic Marketing 章云燕3. Relationship Marketing 章云燕4. International Marketing and Sales 章云燕5. Introduction to Marketing 章云燕、缪维嘉、吴海蓉D、金融学模块（任课教师名单如下所示）主要包括以下课程：1. Introduction to Finance XXX2. Company Analysis ZZZ3. Introduction to Accounting XXX4. International Finance ZZZ5. Finance Statement Analysis ZZZE、贸易学模块（任课教师名单如下所示）主要包括以下课程：1. Import & Export Practice 陈翊、吴海蓉2. International Trade Theory 陈翊、YYY、XXX3. Foreign Trade Documents 陈翊、吴海蓉、XXX、张滢4. Practice of Foreign Trade 吴海蓉、XXX、张滢5. International Trade Settlement ZZZ6. Greening Business 缪维嘉、陈军F、其它类别课程（任课教师名单如下所示）1. Business Law2. Viral Communication3. Cross Cultural Communication 徐海莺、缪维嘉、陈军4. E-Commerce5. International Business Correspondence XXX、陈翊、张滢6. Business English 章云燕、徐海莺、吴海蓉7. International Business Etiquette 章云燕8. International Business Negotiation 缪维嘉9. Introduction to Sociology 吴海蓉10. Introduction to Western Philosophy11. Academic Writing XXX、张滢12. A Survey of China-series 缪维嘉、陈军本人承诺：经教师本人遴选并在学院网上确认，在未来四年聘期内，本人愿意开设并讲授所选的上述全英文授课课程。
营销策略分析 外文文献
外文文献及其译稿题目德芙巧克力在中国市场的营销策略分析姓名谢谢学号**********专业班级工商管理0696班所在学院集美大学诚毅学院指导教师（职称）黄彩云二○壹○年五月十日外文文献A marketer’s guide to behavioral economicsApirl.2010 • Ned Welch• McKinsey QuarterlyMarketers have been applying behavioral economics-often unknowingly for years. A more systematic approach can unlock significant value.Long before behavioral economics had a name, marketers were using it. “Three for the price of two” offers and extended-payment layaway plans became widespread because they worked—not because marketers had run scientific studies showing that people prefer a supposedly free incentive to an equivalent price discount or that people often behave irrationally when thinking about future consequences. Yet despite marketing’s inadvertent leadership in using principles of behavioral economics, few companies use them in a systematic way. In this article, we highlight four practical techniques that should be part of every marketer’s tool kit.1. Make a product’s cost less painfulIn almost every purchasing decision, consumers have the option to do nothing: they can always save their money for another day. That’s why the marketer’s task is not just to beat competitors but also to persuade shoppers to part with their money in the first place. According to economic principle, the pain of payment should be identical for every dollar we spend. In marketing practice, however, many factors influence the way consumers value a dollar and how much pain they feel upon spending it.Retailers know that allowing consumers to delay payment can dramatically increase their willingness to buy. One reason delayed payments work is perfectly logical: the time value of money makes future payments less costly than immediate ones. But there is a second, less rational basis for this phenomenon. Payments, like all losses, are viscerally unpleasant. But emotions experienced in the present—now—are especially important. Even small delays in payment can soften the immediate sting of parting with your money and remove an important barrier to purchase.Another way to minimize the pain of payment is to understand the ways “mental accounting” affect s decision making. Consumers use different mental accounts for money they obtain from different sources rather than treating every dollar they own equally, as economists believe they do, or should. Commonly observed mental accounts include windfall gains, pocket money, income, and savings. Windfall gains and pocket money are usually the easiest for consumers to spend. Income is less easy to relinquish, and savings the most difficult of all.Technology creates new frontiers for harnessing mental accounting to benefit both consumers and marketers. A credit card marketer, for instance, could offer a Web-based or mobile-device application that gives consumers real-time feedback on spending against predefined budget and revenue categories—green, say, for below budget, red for above budget, and so on. The budget-conscious consumer is likely to find value in suchaccounts (although they are not strictly rational) and to concentrate spending on a card that makes use of them. This would not only increase the issuer’s interchange fees and financing income but also improve the issuer’s view of its customers’ overall financial situation. Finally, of course, such an application would make a genuine contribution to these consumers’ desire to live within their means.2. Harness the power of a default optionThe evidence is overwhelming that presenting one option as a default increases the chance it will be chosen. Defaults—what you get if you don’t actively make a choice—work partly by instilling a perception of ownership before any purchase takes place, because the pleasure we derive from gains is less intense than the pain from equivalent losses. When we’re “given” something by default, it becomes more valued than it would have been otherwise—and we are more loath to part with it.Savvy marketers can harness these principles. An Italian telecom company, for example, increased the acceptance rate of an offer made to customers when they called to cancel their service. Originally, a script informed them that they would receive 100 free calls if they kept their plan. The script was reworded to say, “We have already credited your account with 100 calls—how could you use those?” Many customers did not want to give up free talk time they felt they already owned.Defaults work best when decision makers are too indifferent, confused, or conflicted to consider their options. That principle is particularly relevant in a world that’s increasingly awash with choices—a default eliminates the need to make a decision. The default, however, must also be a good choice for most people. Attempting to mislead customers will ultimately backfire by breeding distrust.3. Don’t overwhelm consumers with choiceWhen a default option isn’t possible, marketers must be wary of generating “choice overload,” w hich makes consumers less likely to purchase. In a classic field experiment, some grocery store shoppers were offered the chance to taste a selection of 24 jams, while others were offered only 6. The greater variety drew more shoppers to sample the jams, but few made a purchase. By contrast, although fewer consumers stopped to taste the 6 jams on offer, sales from this group were more than five times higher.Large in-store assortments work against marketers in at least two ways. First, these choices make consumers work harder to find their preferred option, a potential barrier to purchase. Second, large assortments increase the likelihood that each choice will become imbued with a “negative halo”—a heightened awareness that every option requires you to forgo desirable features available in some other product. Reducing the number of options makes people likelier not only to reach a decision but also to feel more satisfied with their choice.4. Position your preferred option carefullyEconomists assume that everything has a price: your willingness to pay may be higher than mine, but each of us has a maximum price we’d be willing to pay. How marketers position a product, though, can change the equation. Consider the experience of the jewelry store owner whose co nsignment of turquoise jewelry wasn’t selling. Displaying it more prominently didn’t achieve anything, nor did increased efforts by her sales staff. Exasperated, she gave her sales manager instructions to mark the lot down “x½” anddeparted on a buying trip. On her return, she found that the manager misread the note and had mistakenly doubled the price of the items—and sold the lot.2 In this case, shoppers almost certainly didn’t base their purchases on an absolute maximum price. Instead, they made inferenc es from the price about the jewelry’s quality, which generated a context-specific willingness to pay.The power of this kind of relative positioning explains why marketers sometimes benefit from offering a few clearly inferior options. Even if they don’t s ell, they may increase sales of slightly better products the store really wants to move. Similarly, many restaurants find that the second-most-expensive bottle of wine is very popular—and so is the second-cheapest. Customers who buy the former feel they are getting something special but not going over the top. Those who buy the latter feel they are getting a bargain but not being cheap. Sony found the same thing with headphones: consumers buy them at a given price if there is a more expensive option—but not if they are the most expensive option on offer.Another way to position choices relates not to the products a company offers but to the way it displays them. Our research suggests, for instance, that ice cream shoppers in grocery stores look at the brand first, flavor second, and price last. Organizing supermarket aisles according to way consumers prefer to buy specific products makes customers both happier and less likely to base their purchase decisions on price—allowing retailers to sell higher-priced, higher-margin products. (This explains why aisles are rarely organized by price.) For thermostats, by contrast, people generally start with price, then function, and finally brand. The merchandise layout should therefore be quite different.Marketers have long been aware that irrationality helps shape consumer behavior. Behavioral economics can make that irrationality more predictable. Understanding exactly how small changes to the details of an offer can influence the way people react to it is crucial to unlocking significant value—often at very low cost.不可或缺的营销四技巧多年来，营销商一直在运用行为经济学，但往往是不自觉地运用。
我的网红营销策划方案英文
我的网红营销策划方案英文Introduction:In recent years, the rise of social media platforms has given birth to a new form of marketing known as influencer marketing. With the increasing influence of social media personalities, also known as influencers, brands have realized the potential of collaborating with these individuals to reach and engage with a larger target audience. This article presents a comprehensive influencer marketing campaign plan that aims to maximize brand reach and engagement in the digital space.Objective:The primary objective of this influencer marketing campaign is to elevate brand awareness, increase brand engagement, and ultimately drive sales. By partnering with relevant influencers, we aim to reach a broader audience, build trust, and create loyal customers.Research:1. Identify target audience: Conduct thorough research to identify the brand's target audience and understand their preferences, habits, and interests.2. Identify relevant influencers: Research and identify influencers whose audience aligns with the identified target audience and whose values are congruent with the brand. Campaign Strategy:1. Define campaign goals: Set clear and measurable goals, such as a specific number of new followers, increased website traffic, or a boost in sales.2. Determine key performance indicators (KPIs): Establish KPIs to track the success of the campaign, such as engagement rate, conversion rate, or reach.3. Create a content strategy: Develop a content strategy that aligns with the brand's values and resonates with both the influencer's audience and the target audience. The content should be authentic, informative, and compelling.4. Establish a budget: Set a budget for the campaign, considering the costs of influencer collaborations, content creation, and paid promotions.5. Select influencers: Approach the selected influencers with a tailored partnership proposal that outlines the campaign's goals, expectations, compensation, and timeline.6. Collaborate with influencers: Develop a collaborative relationship with the influencers, providing them with the necessary information, assets, and guidelines to promote the brand effectively. Allow them creative freedom while ensuring brand consistency.7. Track and measure campaign performance: Continuously monitor and analyze the campaign's performance using analytics tools. Evaluate the success based on the predefined KPIs and make data-driven adjustments if necessary.Implementation:1. Content creation: Collaborate with influencers to create engaging and informative content, such as product reviews, tutorials, or behind-the-scenes videos. Leverage the influencers' creativity to portray the brand in an authentic and relatable manner.2. Social media activations: Encourage influencers to host giveaways, contests, or Q&A sessions to increase engagement and interaction with their audience.3. User-generated content: Encourage followers to create content featuring the brand's products and share it with a dedicated hashtag. Reward the best content creators to stimulate participation.4. Sponsored posts: Pay influencers to create sponsored posts that promote the brand, its products, and its values. These posts should seamlessly integrate with their regular content and provide genuine endorsements.5. Collaborative events: Organize joint events or collaborations between the brand and the influencers to create unique experiences and generate buzz around the brand.6. Affiliate marketing programs: Explore the possibility of implementing an affiliate marketing program, where influencers earn a commission on sales generated through their unique links or discount codes.Evaluation:1. Measure engagement: Track and analyze metrics such as likes, comments, shares, and click-through rates to evaluate the success in engaging the target audience.2. Monitor sales: Monitor the impact of the influencer marketing campaign on sales by tracking referral codes or unique URLs provided by the influencers.3. Feedback and sentiment analysis: Monitor social media platforms and review websites to gauge the sentiment and feedback from the target audience.4. Compare data: Compare the campaign's performance before and after the influencer collaborations to measure the campaign's impact and effectiveness.Conclusion:An influencer marketing campaign presents a unique opportunity for brands to connect with their target audience on digital platforms. By developing a well-researched strategy, collaborating with relevant influencers, and continuously evaluating the campaign'sperformance, brands can maximize their reach, engagement, and ultimately drive sales in an increasingly competitive marketplace.。
BTW王牌课程推荐
BTW王牌课程推荐
佚名
【期刊名称】《企业研究》
【年(卷),期】2002(0)4X
【摘要】第一模块销售精英策略销售(培训特点:实用的销售工具和顾问式培训法)【总页数】1页(P60-60)
【关键词】培训特点;培训法;精英策略;BTW;营销竞争;渠道管理;战略管理;王牌店长;技巧训练;品牌经理
【正文语种】中文
【中图分类】C975
【相关文献】
1.国内影讯/重点推荐/王牌大荐碟 [J],
2.国内影讯/重点推荐/王牌大荐碟 [J],
3.国内影讯/重点推荐/王牌大荐碟 [J],
4.抗皱修纹减龄必备王牌产品大推荐 [J], 阿饼
5.金秋装修烟灶畅销王牌套餐推荐 [J], 无
因版权原因，仅展示原文概要，查看原文内容请购买。
快消品营销 基于视频发掘传播价值：家乐《美食美课》：内容即营销
快消品营销基于视频发掘传播价值：家乐《美食美课》：内
容即营销
孟佳
【期刊名称】《市场观察：广告主》
【年(卷),期】2013(000)002
【摘要】正如电视媒体的兴起代表了传统媒体的发展巅峰，网络视频的崛起正在
使互联网开创新辉煌。
2012年，网络视频终于超过搜索，成为互联网第一大应用，企业对于网络视频的营销价值也愈加重视。
【总页数】3页(P72-74)
【作者】孟佳
【作者单位】《市场观察：广告主》编辑部
【正文语种】中文
【中图分类】F274
【相关文献】
1.家乐：美食短视频聚合营销 [J], 梁健航;
2.人设、场景、表演:美食类短视频自媒体内容营销的新趋向 [J], 秦琰
3.基于社群构建的美食类新媒体营销发展策略探析——以美食类公众号"悦胃黄山"运营为例 [J], 闫朋辉; 苏子彤
4.浅析搜狐视频的品牌营销--从搜狐自制视频内容营销说起 [J], 赵士萌
5.吉林省美食旅游消费者满意度调查与营销策略研究
——基于安吉白茶旅游营销的经验浅谈 [J], 陈济洋
因版权原因，仅展示原文概要，查看原文内容请购买。
咖位营销策划方案
咖位营销策划方案一、项目背景咖位营销是一种将品牌营销与社交媒体相结合的营销策略。
咖位，是指具备一定知名度和影响力的人士，他们通常在特定领域有着深厚的专业知识和经验。
通过与咖位合作，品牌可以借助其影响力和粉丝基础，快速传播品牌信息，提高品牌知名度和销售额。
本文旨在为一家家居用品品牌设计一套咖位营销策划方案，以推动品牌的发展和提升市场占有率。
二、目标群体分析1. 目标消费群体：该品牌的目标消费群体主要是年轻的家庭主妇和有一定经济实力的年轻白领。
2. 目标咖位：我们将选择在家居装潢、烹饪烘焙、家庭教育等领域有一定影响力的咖位作为合作对象，以达到传播品牌信息和吸引目标群体的目的。
三、市场分析1. 市场需求：近年来，随着人们生活水平的提高，家居用品市场需求不断增长。
人们对品质和功能性较好的家居用品越来越追求，对于品牌的选择也更加注重口碑和信誉。
2. 竞争分析：家居用品品牌众多，竞争激烈。
与竞争对手相比，本品牌的优势主要体现在产品质量可靠、价格适中，适合年轻家庭购买和使用。
四、目标与策略1. 目标：提高品牌在目标群体中的知名度和认可度，增加销售额。
2. 策略：(1) 建立咖位合作伙伴关系：与在家居装潢、烹饪烘焙、家庭教育等领域有影响力的咖位达成合作，共同推动品牌的传播。
(2) 提供优质产品和服务：通过持续改进产品质量、提供全方位的售后服务，以树立品牌形象，增强消费者对该品牌的信任和满意度。
(3) 开展线上线下营销活动：通过线上社交媒体推广和线下活动相结合的方式，扩大品牌知名度和市场影响力。
(4) 品牌宣传与促销：通过广告、宣传片、品牌故事等形式，提升品牌形象和认知度。
定期进行促销活动，吸引消费者购买。
(5) 用户口碑营销：借助咖位合作伙伴的影响力和粉丝基础，引导用户产生积极的用户口碑，并扩大用户社交圈影响力。
(6) 数据分析与整合营销：通过对用户行为数据的分析，制定相应的营销策略，实现精准营销和资源的最大化利用。
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The marketing strategy of Shangdong business hotel
（初稿）
一、上东酒店概况
（上东商务酒店位于深圳盐田著名海鲜街，是一家集住宿、商务、会议、娱乐等服务为一体的时尚精品型商务型酒店，酒店建筑风格新颖，拥有全新概念各种类型时尚客房。
环境舒适、装修豪华，齐全的设备设施，并有多功能会议室，室内设备服务齐全，是商务洽谈，研讨讲座等会议的首选场所。
酒店二楼为棋牌室、茶艺室。
）
二、周边酒店概况
综合上面信息，可以总结出，上东酒店硬件设施好，价格合理，同同层级酒店相比性价比高。
与经济型等较低等级酒店相比，上东酒店环境好，住房条件相对有档次，附加服务多，比经济型酒店同房型价格仅高出50-80元左右。
与同层级酒店相比，上东酒店有附加的棋牌、咖啡厅、麻将、茶艺等增值服务。
与高层级酒店相比，上东酒店性价比较高，周边饮食交通环境较好。
三、环境分析
周边银行（2）农商银行盐田支行、中国邮政储蓄银行、平安银行提款机、交通银行提款机
周边海鲜
市场
泰兴海鲜行
四、SWOT问题分析
4.1优势：1、面山邻海，是海鲜街仅有一家三星级商务酒店，装修高档入流。
2、周边海鲜酒楼众多，饮食方便。
3、周边公交车站多、交通便利。
4、夜市繁华，超市银行海鲜市场仅一步之遥，购物便利。
5、靠近盐田——南澳海航线。
4.2劣势：1、不是正面向海，客房没有海景，只有部分高层有山景。
2、离大小梅沙景点较远，周边娱乐环境较差。
3、周边住宅区陈旧，客观视觉环境较差。
4、没有停车场。
4.3机遇：1、是海鲜街唯一的三星酒店，没有竞争对手。
可以吸引追求较高品
位的游客入住。
2、开业时间正值夏季旅游旺季，新店试业可以满足旅客新鲜感，完
善客房服务以及配套服务，给顾客美好的第一印象。
口碑宣传至关重
要的第一站！
3、位于海鲜街，依附海鲜街的人流量以及夜市繁华的顾客流，吸引
顾客入住。
4.4威胁：1、大小梅沙酒店高档临海，部分人宁愿高价住海景房。
2、周边没有著名温泉火锅点，影响淡季。
3、周边海景房开窗面海，价格类似。
五、市场营销策略
5.1营销周期：
前期：强势登场——中期：稳中求进——后期：光芒四射
5.2前期：强势登场，最大限度宣传
宣传手段：线上线下相辅相成
5.2.1线上宣传：（面对群体为微博用户，白领以及大学生。
）
1、编辑具有酒店特色，酒店服务信息并结合酒店布局图片的微博信息，在微博上互动转发。
建立上东酒店特有微博账号，及时发布酒店动态信息，提供提前预定优惠的线上服务。
同时结合转发微博并@好友5个以上，入住酒店时可获得会员价格的促销方式。
微博营销理由：酒店开业正值暑期，6、7、8月份面向游客众多。
大学生班级经常举行每月的班级团日活动，大学生社团举行团体外出活动，大学生毕业季的毕业旅游、新生宣传。
利用酒店靠近大梅沙、小梅沙景点的优势，突出价格实惠，服务高质，周边交通便利，海鲜美食街的优势，向大学生宣传。
与大学社团外联部联系，发放酒店宣传信息。
印发宣传单，发放到学生宿舍。
确立
“你想品尝盐田独有，物美质鲜的香浓海鲜么？你想体会满天星光下伴着海风漫步的浪漫惬意么？你想感受一觉醒来青葱山景映入眼帘，大海触手可及的清新畅快么？你想远离都市喧嚣，肆无忌惮躺在舒适宽大的床上美美睡上一觉，舒缓身心么？那就来上东酒店吧~！”
（不同顾客群体要有不同宣传语）
2、9月份新生入学，可以派发环保袋给新生！深大，深职院。
在我们青春消逝之前，来一次海滩之旅吧~！
3、9月份新生入学，可以在深圳外国语学校路口派发环保袋给学生家长！深圳外国语学校是一个寄宿学校，家长接送孩子上学或者每周周末假期探望孩子之际，可以选择入住上东酒店，“入住上东，和孩子幸福一聚吧~！”
5.2.2线下宣传：（面对群体为周边民众。
）
1、在盐田汽车站，小区门口，菜市场门口派发上东酒店环保袋，最大限度将开市信息覆盖周边。
2、制定酒店开市宣传单，与邮政局合作，在报纸中夹附酒店宣传单派发到各小区住户家中。
3、在各主要交通口拉横幅。
公司或小区车库。
4、找喜欢开房打麻将、开房玩棋牌、茶艺爱好的的朋友圈、Q群。
（各大学校棋牌社团和茶艺社团）。
自驾车俱乐部。
5、淡季与大梅沙温泉点合作，推出秋冬季住酒店送温泉；
与周边火锅店合作，推出秋冬季住酒店送火锅；
与周边足浴店合作，推出秋冬住酒店送足浴。
5.2.3前期合作单位：旅行社、周边公司。
联系旅行社计调部，设置大小梅沙旅游线路的住宿酒店，签订住房协议。
上门拜访周边公司，商谈酒店客房协议，鼓励公司购买上东酒店客房券作为节假日发给员工的福利，引导公司员工入住。
5.3中期：稳中求进，客户维护
1、继前期做好周边公司宣传后，将合作由周边公司辐射到深圳市区公司。
2、做好前期客户的维护，提高客户忠诚度。
保留客户邮箱地址信息或者手机号码信息，在顾客生日以及节假日时编辑祝贺信息，切忌不能用群发信息，最好具有个人特色的信息，让顾客满意由心而发。
3、对于公司团体订房并留下联系方式的，我们可以定期在节假日之前寄送酒店活动信息以及酒店对公司的问候卡片，让公司潜移默化记住上东酒店，前提是首次入住我们必须提供最优质最满意最舒适的住房服务，至关重要！
5.4后期：光芒四射，口碑相传
1、经过前期的大肆宣传以及中期的客户反馈，我们积累了一定的入住反馈和客户信息，通过老客户的口碑宣传，留住新顾客。
2、与广州高校以及旅行社合作。
……。