市场营销基本知识

市场营销基本知识
1.Please draw the pyramid of Maslow’s hierarchy of needs and try to
illustrate.
A person tries to satisfy the most important need first. When that need is
satisfied, it will stop being a motivator and the person will then try to satisfy the next most important need.
Physiological needs, they consist of need for oxygen, food, water, and a relatively constant temperature.
Safety needs, when all physiological needs are satisfied, the need for security can become active. Adult have little awareness of their security needs except in times of emergency or periods of widespread rioting(暴动). Children often display the signs of insecurity and the need to be safe.
Social needs, when the needs for safety and for physiological are satisfied, the need for love, affection, and belongingness can emerge. People seek to overcome feelings of loneliness and alienation(疏离). This involves both giving and receiving love, affection and the sense of belonging.
Esteem needs, when above three needs are satisfied; the needs for esteem can become dominant. These involve needs for both self-esteem and for the esteem a person gets from others.
Self-actualization needs, when all of the foregoing(上面提到的) needs are satisfied, then the need for self-actualization activated. Self-actualization as a person’s need to be and do that the person was “born to do”. These needs make themselves felt in signs of restless, because they don’t know what restlessness（坐立不安）is about.
2.What is the PEST analysis?
A PEST analysis of the company’s microenvironments factors will be made
in this section. PEST analysis involves identifying the political, economical, social and technological influences on an organization.
P—political environment
E—economical environment
S—socio cultural environment
T—technological environment
e an example to explain three levels of benefits in terms of product
analysis.
A Parker fountain pen, the product analysis would be:
Core Benefit, Writing implement for communication
Real Product, A physical fountain pen
Enhanced Product, Brand identity, guarantee period, repair and maintenance service
4.What’s PLC? (产品生产周期)
A product’s lifecycle can be divided into four stages.
Introduction stage is a period of slow sales growth as the product being introduce in the market; this is the most expensive stage.
Growth stage is a period of rapid market acceptance and increasing profiles.
The product is establishing itself in the market and sales are increasing over time.
Maturity stage is a period of slowdown in sales growth, because the product has achieved acceptance by most potential buyers.
Decline stage is a period when sales fall off and profit drop.
周期表表示的是随着时间的增长，销量产生的变化。

5.What’s the Marketing implication of the Boston Box? (7 points)
The Boston box classifies products according to their market share and potential for market growth. It is often used by management to help decide on the appropriate product range.
Stars are high-growth, high share business or products. They often need heavy investment to finance their rapid growth.
Cash cows are low-growth, high-share business units in high-growth markets.
It will probably require intensive(猛烈的) advertising.
Dogs are low-growth, low-share business and products which are probably making a loss and should be dropped from the product range.
6.Could you list 5 different ways of entering a new foreign market? (5 points)
Exporting is a simplest of entering a foreign market that involves the least trouble
Agency is a company that employ another person or company to sell for him the products or service.
Licensing, in international marketing, a company and a foreign company can arrive at an agreement that the foreign company may use the manufacturing process, patents and so on, but it has to pay some fee or royalty(专利税)
Contract manufacturing, under this agreement, a company can either provide a manufacturing part or have the manufacturing assemble(聚集) them, or ask the manufacturing to take care of the whole process of the production.
Foreign Direct Investment, more and more countries using this method to expand their overseas presence.
In conclusion, we can find that with participation widening, more risks will come. And the less input, the more safety, it is to say that exporting has the highest safety, the lowest input(投入). FDI has the lowest safety, the highest input.
7.Could you offer some examples of niche marketing and individual marketing
in international market?(4 points)
Niche marketing refers to marketing in a smaller segment.
For example, the postnatal care center provides pregnant woman with all the service after baby was born. And there is professional nurse take care of babies, and mother can learn a lot in the center about taking care of babies.
Another example is about an IT company, which invent the security digital memory card, and this card can extend electronic product’s storage capacity, fasten transmission speed, also it is easy to be taken away and safe to keep one’s privacy.
Individual marketing is the ultimate level of segmentation; sometimes it’s called one-to one marketing.
Such as cloth making, sometimes consumer can go directly to the tailor’s and choose the style, color and cloth you favor, then the tailor will make the suit as you direct, so Levi’s does. And another example as Benz and Rolls-Royce,
they will accord the rich need for luxury, style, safety and habits, then making various cars for them.
8.What are the marketing implications of the complex buying behavior? (4
points)
Consumers undertake complex buying behavior when they are highly involved in a purchase and perceive significant difference among brands.
Consumer may be highly involved when the product is expensive, risky, purchased infrequently, and highly self-expressive. Typically, the consumer has to learn about the product category. For example, a personal computer buyer may not know what attribute to consider.
Marketers need to help buyers learn about product-class attributes and their relative importance, and about what the company’s brand offers on the important attributes. Marketers need to differentiate their brand’s feature.
Then they must motivate store salespeople and the buyer’s acquaintances to influence the final brand choice.
9.What is word-of- mouth, and what are two chief advantages of it?
People often ask others-friend, relative, acquaintance(熟人), professionals-for recommendations concerning a product or service, it is called mouth-to-mouth.
These sources have two chief advantages:
First, they are convincing. Word of mouth is the only promotion method that is of consumers, by consumers, and for consumers.
Second, the costs are low. Keeping in touch with satisfied customers and turning them into word-of-mouth advocates(主张) costs the business relatively little.
10.What are factors influencing consumer behavior?
Cultural factors exert(发挥) the broadest and deepest influence on consumer behavior.
Culture is the most basic cause of a person’s wants and behavior.
Subculture includes nationalities, religions, racial groups, and geographic religions,
Social class is member share similar values, interests, and behaviors.
Social: reference groups, family, roles and status
Personal: age and lifecycle stage, occupation, economic circumstances, lifestyle, personality and self-concept.
psychological(心理的上）：motivation, perception, learning, beliefs and attitudes.
11.Please write the steps in personal selling process? (4 points)
Prospecting and qualifying—the salesperson identifies qualified potential customers.
1)Preapproach（事前准备）—the salesperson should learn as much as possible
about a prospective(预期的) customer before making a sales call.
2)Approach—the salesperson meet and greets the buyer to get the relationship
off to a good start.
3)Presentation and demonstration—the salesperson tells the product “story” to
the buyer, showing how the product will make or save money for the buyer.
4)Handling objections—the salesperson seeks out, clarifies(阐明) and
overcomes customer objection to buying.
5)Closing—the salesperson asks the customer for an order.
6)Follow up—the salesperson follows up after the sales to ensure customer
satisfaction and repeat business.
12.What are advantages of export? (7 points)
1)Increasing the company turnover.
2)Attracting higher caliber(才干) staff of a professional managerial status.
3)Exporting company becomes more competitive,
4)The product and service offered become more competitive.
5)Exporting company can enjoy the economy of scale.
6)The company’s risks and businesses can spread throughout more markets.
7)Exporting company becomes more integrated(综合的，完整的).
8)Exporting is very flexible that the firm can withdraw when it’s less
favorable.
13.What are three stages of target marketing? Please give an example for each
stage. (5 points)
1)Market segmentation. For example, Wal-Mart, the world No.1 retailer, has
different types of sales outlet: supermarket, neighborhood market and Sam’s Club in different areas. They set up different forms of sales outlet in different areas.
2)Market targeting. For example, the “COFCO” firms covering estate(房地产),
food, drink and so on.
3)Market positioning. For example, IBM gets a high positioning; it gives
consumers an impression of high technology, pursuit of perfect, very serious work attitude and reliability.
14.What’s the Marketing mix? (6 points)
Marketing mix refers to the way in which the four parts of a company’s marketing policy are combined to achieve its goals.
Product: deciding on the type and design of the product, the range of the products, the packaging of the product.
Price: finding out how much the customer will pay for the product and the method of payment, such as cash, credit.
Place: deciding where the product will be sold. Here the chains of description will have to be considered.
Promotion: deciding how to tell customers about the product. This can be done in various ways, such as TV advertising, radio advertising and
magazine Ad.
15.When General Motors introduced the Chevy Nova in South America, it did
not know that “no va” in Spanish means “it won’t go”. Naturally the car did not sell well. When the company found out the reason, they changed the name. What can we learn from this case? (5 points)
We can learn from this case that culture plays a very important role in global marketing. It has strong influence on customers’ behavior. So before entering
a foreign market, a thorough(全面的) research about its culture and customs
should be done. Also we can avoid such mistakes by doing enough research in advance.
16.What factors should be considered in entering international market? (5
points)
Economic environment: income level, the location of the population, the consumption patterns.
Social and cultural environment
Legal and regulatory environment
Foreign exchange and financial decisions.。