Marketing 07

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Unit 7 Marketing_READING

Unit 7 MarketingREADING SECTIONDiscussion:1.What is a market? What is marketing? What elements are included in marketing?What are the ways to market / promote products?2.Which world-famous film stars and sportspeople have appeared in advertisements? In your opinion,Which of those ads was the most effective?Pre-reading: word-matching in the contextInstructions: work in groups1.Students circle the words in the article from the box below.2.Within the context, match the words with the appropriate definitions________a. to influence people and cause them to buy________b.an advertisement on television or radio, or at the cinema________c.photographers who follow famous people around, hoping to take interesting or shocking photographs of them that they can sell to a newspaper.________d.a slight change________e.to shine light on it and to make it brighter and more visible________f.an organization’s program of advertising activities over a particular period of time with specific aims, for example to increase sales of a product.________g.The type of people that a company aim to sell products or services to________h.to become worse or less or fall t a lower amount, standard than before________i.a pleasant or sweet smellWhile-reading: before watching a commercial, do a fast reading and vocab matching in groups.Post-reading: Reading comprehension questions1.How many products have been put onto the market in the fragrance industry? What about their product life cycle?2.Did Chanel No.5 succeed in all markets of the world?3.What initiative did the company take to increase sales of Chanel No.5?4.How do you understand the term “alternative marketing”?5.Why is there a trend towards alternative marketing?6.What other types of marketing have been mentioned in the article?N-COUNT 专题讨论会;研讨会A seminar is a meeting where a group of people discuss a problem or topic....a series of half-day seminars to help businessmen get the best value from investing ininformation technology.旨在帮助商界人士从投资信息技术中获得最大价值的一系列半日研讨会N-COUNT (大学里由教师指导一小组学生参加的)研讨班，研讨课A seminar is a class at a college or university in which the teacher and a small group ofstudents discuss a topic.Students are asked to prepare material in advance of each weekly seminar.学生要在上每星期的研讨课前备好材料。

新职业英语通用版第二册Unit7

use of multiple channels and consolidate them through cross-channel
retailing. This cross-channel strategy might be giving customers the
ability to order online and pick up in-store, or it could be as simple as
< Back Next > Home
Hale Waihona Puke Unit 7 Marketing
ReadT6exitnA-g A
With the development of business intelligence, more and more companies are recognizing that an efficient system for data collection and analysis is necessary for growing their businesses. An e-commerce platform simplifies raw sales data capture, as well as data for customer profiling and order-processing information—any data that is necessary for providing a greater understanding of the retailer’s business. The data collection capabilities of the Internet give e-commerce platforms a strategic advantage over in-store retail, where data is much more difficult to capture in a systematic and organized way.

Unit 7 Marketing

2. What qualities make an excellent marketing salesman? Make a list of them. (1) diligent (3) respectful (5) helpful (7) aggressive (9) persuasive (2) responsible (4) persistent (6) communicative (8) self-confident (10) polite

I can also offer 10% off.
The discounted price is only RMB 2,200. Thanks for your time.
Passage
Listen to the passage, and then fill in the blanks with the missing words. New Words and Expressions
It is the newest digital product of Canon Inc. It is in small size and very easy to carry. Its mental body makes it very durable. It is very thin, only 22 mm at the side. It is very beautiful with a large LCD screen. It comes in various colors, pink, brown and silver. It promises better low-light performance and highspeed photography. A compact but powerful 10x optical zoom lens makes it the slimmest super zoom camera of its kind anywhere in the world.

Marketing07PPT课件

7
Principles of Marketing
Customer-Driven Marketing Strategy: Creating Value for
Target Customers
Learning Objectives
After studying this chapter, you should be able to: 1. Define the three steps of target marketing: market
segmentation, target marketing, and market positioning 2. List and discuss the major bases for segmenting consumer and business markets 3. Explain how companies identify attractive consumer and business markets 4. Discuss how companies position their products for maximum competitive advantage in the marketplace
1. Discuss the need to understand competitors as well as customers through competitor analysis
2. Explain the fundamentals of competitive marketing strategies based on creating value for customers
7-5
Market Segmentation

营销英语 unit 7

[ T ] [ F ]
[ F ] [ T ]
[ F ]
Section II
Text Study
Exercise 2 Match the words in the table below with their correct Chinese equivalents. 1. claim 2. efficiency 3. distant 4. geographically 5. somewhat 6. commission 7. set up 8. handle A. 佣金 B. 设立 C. 主张 D. 效率 E. 地理上 F. 远的 G. 稍微 H. 处理
Section II
Exercise 3
Text Study
Fill in the blanks with the appropriate form of the words in brackets.
We must consider which sales channel is realistically available to each company. A small manufacturer of potato chips would like to sell its goods to grocery stores nationally (national), but logistics might be a tough problem to solve (solve). Then, it may consider targeting some locally
chain supermarkets
(local).
Section II
Text B
Text Study

专插本《市场营销学》第七版 01第一章绪论

• 其基本任务和目的，是为企业开展市场营销工作提供基本的理论、思路和方法，提高企业适应市场需求及环境变化的能力，增强企业营销活动的有效性和竞争力，促进企业的发展，取得良好的综合社会经济效益。
《市场营销学》第一章
7
市场营销学的学科特点（选择、简答）
• 全程性
• 已突破传统的商品流通领域，上延至生产领域的产前活动，下伸到消费领域的售后服务；既要研究、加强内部营销管理，又要分析、适应外部市场环境。
• 20年代已有若干市场营销学教科书问世，初步建立了本学科理论体系。
• 20世纪30年代开始，主要西方国家市场明显呈现供过于求。企业界广泛关心的首要问题已经不是扩大生产和降低成本，而是把产品销售出去。
• 为了争夺市场，解决商品价值实现问题，企业开始重视市场调查，提出“创造需求”，致力于扩大销路，并在实践中积累了丰富的资料和经验。
• 微观与宏观的区别不仅在于前者与小规模的个别企业、生产者和经营者有关，后者与一个国家、地区的总体有关，关键还在于营销活动的福利焦点不同。
• 一般说来，微观营销活动面向的是企业福利，宏观营销活动面向的是社会福利。（单选）
• 宏观市场营销学与以企业为营销者的或微观析市场营销。
• 即在特定的市场环境中，企业在营销研究的基础上，为满足消费者和用户现实和潜在的需要，所实施的以产品（product）、分销（place）、定价（price）、促销（promotion）等为主要内容的营销活动过程及其客观规律。
• 本课程学习以满足市场需求为中心的企业营销活动过程及其规律性，属于微观市场营销学。
• 综合性
• “营销学的父亲是经济学，其母亲是行为科学；数学乃营销学的祖父，哲学乃营销学的祖母。”（菲利普·科特勒）

实用经贸英语口译Unit 7 销售和营销

Our board of directors has approved your proposal for the establishment of a
joint venture in Shanghai. 我方董事会已经批准了你们公司上海建立合资企业的建议。
Before we move on to new business, we should expand on those successful
It is an integrated process through which companies build strong customer relationships and creates value for their customers and for themselves.
Marketing is used to identify the customer, to satisfy the customer, and to keep the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management.
Marketing
Marketing is the process of performing market research, selling products or services to customers and promoting them via advertising to further enhance sales. It generates the strategy that underlies sales techniques, business communication, and business developments.

关于市场部Marketing 好多细节知识(转)

我这个半瓶水的市场人也来晃荡晃荡大家轻拍此贴可能是个大坑，想要骂人的请绕道此贴是marketing菜鸟写的，所有很多东西还是很表面的给人理解，如果有专业人士莅临，请轻拍此贴lz 因为在外企习惯了外企的作风难免中文夹杂英文，如果看不惯的请绕道 LZ 非市场专业毕业英文很烂工作5年不到点跳槽3次（错误示范，后悔莫及，请勿效仿，后果自负）从事市场3年半路出家所以依然是菜鸟一枚希望和大家共勉给后人得以借鉴职业生涯经历过2家IT公司和1家制造业公司 1:何谓市场最简单最白话的解释就是分析市场需求，提供销售潜在客户群，把公司产品经过一系列的外在内在的包装，帮助销售卖出产品，提高公司营业额 2:人们对市场部的误区：市场=销售其实大型公司市场部和销售部是分开的，更细致的公司还会这么分：市场部，品牌广告部，通路行销部，销售部，客户服务部还有公关部 PS：通路行销Trade Marketing：该部门往往存在于快消消费品和耐用消费品行业。

它起到连接销售和市场部的作用。

因为第一线销售人员数据很多，所以需要一个部门把这些信息分析量化后交给市场部宏观执行，而市场部也不可能全部知道销售的一线情况，最好的方法就是通过中间部门把市场部的战略性部署转换成更适合销售接受的东西传递给一线销售。

这就是trade mkt的作用哪种人适合做市场 1.耐心和细心marketing是很注重细节的工作，也是个很繁琐的工作，有时候整天就对这个PPT做报告，有时候整天要干的就是确认产品目录上的中文字英文字的大小清晰度等，不细心的话数据报表差一个数字就失之千里啦，没耐心的话如果一整天让你打电话给客户做调研或者和比对产品目录，你会不会发火啊，呵呵 2.真正感兴趣这个很好解释吧，不喜欢的工作很难干的长久，很多工作其实做熟练了每天都基本干一样的事情，marketing就好在这里每个品牌的推广活动，每次的展览，每次的广告策略都能给你不同的idea，可能也是很多人喜欢这职位的原因吧，当然大体的事情还是很多雷同的，因为公司策略总归是保持一个方向发展的 3.吃苦市场部的事情非常多，所以在一些行业来说加班加点必不可少，频繁的出差也是很有可能的，没有加班费是常有的事情。

市场营销学英文版最新版教学课件第7章

Depth
• Number of versions offered for each product in the line
Consistency
• Relativity of the various product lines in end use, production requirements, distribution channels, or some other aspect
Learning Objective 7-2 Summary
• Product attribute decisions – quality, features, and style and design
• Branding, packaging, and labeling decisions • Product support services – enhance customer service
Little product awareness or knowledge (or, if aware, little or even negative interest)
Price
High price
Varies
Distribution
Exclusive distribution in only one Varies or a few outlets per market area
Higher price
Selective distribution in fewer outlets
Advertising and personal selling by both the producer and resellers
Major appliances, televisions, furniture, and clothing

市场营销学7

主要对象是企业的经营管理人员。薪水以年度为单位然后根据公司的经营情况，来确定经营者的工资分配方式。
年薪制的陷阱
（接下页）
Business English
年薪制的陷阱（1）薪水的 ”水分“ 大（2）不稳定
例子：年薪十万招聘“厕所营业员”
（1）恶搞营销，宣传第一（2）年薪是否真的能拿到手？
3. 经典有效的B求u职s信in结e束s语s English
1. If you would like to know more about my ability, I can be available for an interview at any time convenient to you.
倘若阁下愿意接见本人以了解我的能力，我将随时侯教。
3. 考试分两个阶段进行：
第一阶段为笔试。阅读、写作和听力第二阶段为口试。
初级-读和写90分钟、听40分钟、口语12分钟中级-读60分钟、写45分钟、听40分钟、口语 14分钟高级-读60分钟、写75分钟、听40分钟、口语 16分钟
Brief Introduce of BEC
报名方式：中国教育考试网，网址为
报名无开始时间，即任何时间都可以报名。有截止时间：上半年报名截止时间为2010年3 月17日，下半年报名截止时间为2010年9月 17日。报名截止时间每年会有几日的变化，以考点公布的为准。
Brief Introduce of BEC
考试地点：四川省考点
在四川大学出国留学人员培训部举行
Brief Introduce of BEC
考试等级： BEC初级(BEC Preliminary Level，缩
略为BEC Pre.)，

大学二年级上学期英语 Unit 7 Marketing

A Before you read the article, answer these questions.
1 What companies do you associate with Italy? Alfa Romeo (now part of Fiat), Benetton, Fiat, Gucci,Zanussi (now part of Electrolux) 2 What qualities do you associate with Italian products? Luxury with style, elegance 3 Why do people buy Ferraris? Exciting drive, speed, high performance
ca_mp_a_i gn 5 advertising b_udge_t
a_ge_ncy
a) how much a company wants to sell in a period b) how much a company thinks it will sell
in a period c) how much a company has sold in a period
a) introduction of product to the market b) length of time people continue to buy a product c) set of products made by a company
4 sales
f_or_eca_st f_i g_uRe_s t_a rg_e t
b_eh_av_o_u_r 2 consumer pr_of_i le_
go_o_ds

Marketing07旅游目的地营销管理

其次，决定旅游以后，就要选择旅游目的地，他之所以选பைடு நூலகம்择中国，也许是因为他已经对中国有了初步的了解，并对中国的一个或几个方面感兴趣，这需要接触一些关于中国的信息；
最后，选择到中国旅游的具体城市或景点及供应商。
0812
快乐营销 Enjoy Marketing
2）形象促销方式（1）营销广告旅游目的地的营销广告是由旅游目的地国家或地区的政府旅游组织或旅游企业出面，用付费的方式选择和制作相关的旅游信息，并由媒体发布出去，以扩大影响及知名度，树立旅游目的地国家、地区和旅游企业的形象，从而达到促销目的。（2）公共关系公共关系是通过信息沟通，发展旅游目的地与社会公众之间的良好关系，建立、维护、改善或改变旅游目的地形象，营造有利于旅游目的地经营环境的一系列措施和行动。
政府旅游组织最有效的营销作用在于：
1.确定特定市场和细分市场的促销重点 2.协调旅游产品的各组成要素 3.与旅游业界建立联系并对其施加影响 4.对符合发展政策的新产品或增长产品提供支持 5.开展合作营销活动
快乐营销 Enjoy Marketing
2）营销支持方式（1）提供研究数据（2）在客源市场设立办事处（3）组织研讨会和展销会（4）熟悉业务旅行（5）出版旅游行业指南
快乐营销 Enjoy Marketing
（6）支持宣传品制作和发放（7）参与联合营销计划或行动（8）建立信息和预订系统（9）支持新产品（10）支持行业联合（11）支持和保护消费者（12）为业界提供咨询服务
快乐营销 Enjoy Marketing
2.旅游目的地分类
1）按照空间尺度和地域的大小，分成三类：
国家城市功能区域
2）按照从客源地到目的地所花费的时间分类：

新职业英语2-通用版-Unit7

Reading A
3 直到2005年为止，这种自选式经营的鞋店看起来一切都非常美好；之后配莱斯开始失去市场份额，店铺也纷纷倒闭。零售行业早已改头换面，如果买鞋的顾客非常看重价格，那他们就会选择像沃尔玛，塔吉特，科尔士这样的一站式超级折扣店。一位行业的内部人士说: “你要是年复一年一成不变地生产鞋子，就别指望单靠价格便宜就能吸引顾客上门。” 以低价作为唯一经营法则的配莱斯已经毫无优势可言。
Reading A
4 To reverse its falling market share, Payless had to plan a completely new strategy.To get things started, it hired a new CEO, Matt Rubel, who came with extensive experience in the high-end brand market.Rubel knew that Payless had to change its image from the dusty storeroom of cheap shoes into the fun merchant of fashion.“We have the ability to make shoes at the most affordable prices anywhere in the world, and we want to marry that with the greatest creativity,” said Rubel.The overall objective of Rubel’s strategy was not only to improve the brand image, but also position Payless in such a way that a slight price increase would seem like a bargain.Rubel wasted no time in making big changes.

中央党校07级企业市场营销

中央党校07级企业市场营销
4Rs理论
关联Relevancy
回报Return
反映Respond
关系Relation 中央党校07级企业市场营销
• 美国市场营销协会(AMA)于1985年对市场营销的定义：市场营销“是对思想、产品及劳务进行设计、定价、促销及分销的计划和实施的过程，从而产生满足个人和组织目标的交换。”
• ⑧生产厂商－消费者。
• 中间商分析
• 主要是批发商和零售商。
中央党校07级企业市场营销
• 四、市场营销的新领域 • ●服务营销 • ●绿色营销和特许营销 • ●网络营销
中央党校07级企业市场营销
• ●绿色营销和特许营销 • 环保、无污染
• 绿色产品策略 • 绿色价格策略：价格可比非绿色产品
的价格高出50％～400％ • 绿色分销策略 • 绿色促销策略
后）
中央党校07级企业市场营销
五种市场营销观念比较
营销观念市场特征出发点手段
目标
生产观念
产品观念
推销观念
市场营销观念社会营销观念
供不应求生产
提高产量增加生产降低成本取得利润
供不应求产品
提高产量提高质量增加功能获得利润
生产能力销售过剩
推销和促扩大销售
销
获取利润
供过应求顾客需求整体营销满足需要获取利益
• 2.满足和引导消费者的需求是市场营销活动的出发点和中心。
• 3.分析环境，选择目标市场，确定和开发产品，产品定价、分销、促销和提供服务以及它们间的协调配合，进行最佳组合，是市场营销活动的主要内容。
• 4.实现企业目标是市场营销活动的目的。
中央党校07级企业市场营销

(完整word版)科特勒市场营销第七章习题与答案

Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers 1) When a company identifies the parts of the market it can serve best and most profitably, it is practicing ________.A) concentrated marketingB) mass marketingC) market targetingD) segmentingE) differentiationAnswer: CDiff: 2 Page Ref: 191Skill: ConceptObjective: 7-12) What are the four steps, in order, to designing a customer-driven marketing strategy?A) market segmentation, differentiation, positioning, and targetingB) positioning, market segmentation, mass marketing, and targetingC) market segmentation, targeting, differentiation, and positioningD) market alignment, market segmentation, differentiation, and market positioningE) market recognition, market preference, market targeting, and market insistenceAnswer: CDiff: 2 Page Ref: 191Skill: ConceptObjective: 7-13) Which type of segmentation centers on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?A) behavioralB) psychographicC) occasionD) impulseE) emergencyAnswer: CDiff: 2 Page Ref: 196Skill: ConceptObjective: 7-24) Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________.A) user statusB) usage ratesC) benefitD) behaviorE) loyalty statusAnswer: ADiff: 1 Page Ref: 197Objective: 7-25) Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by ________.A) user statusB) loyalty statusC) store typeD) brand preferenceE) usage rateAnswer: BDiff: 1 Page Ref: 197Skill: ConceptObjective: 7-26) Consumer and business marketers use many of the same variables to segment markets. Business marketers use all of the following EXCEPT ________.A) operating characteristicsB) purchasing approachesC) situational factorsD) personal characteristicsE) brand personalitiesAnswer: EDiff: 3 Page Ref: 198Skill: ConceptObjective: 7-27) When the size, purchasing power, and profiles of a market segment can be determined, it possesses the requirement of being ________.A) measurableB) accessibleC) substantialD) actionableE) observableAnswer: ADiff: 2 Page Ref: 200Skill: ConceptObjective: 7-28) When a business market segment is large or profitable enough to serve, it is termed ________.A) measurableB) accessibleC) substantialD) actionableE) differentiableAnswer: CDiff: 2 Page Ref: 200Objective: 7-29) To evaluate the different market segments your company serves, you would look at all of these factors EXCEPT which one?A) segment sizeB) segment growthC) segment structural attractivenessD) company valuesE) company resourcesAnswer: DDiff: 3 Page Ref: 201Skill: ConceptObjective: 7-310) Which of the following is NOT one of the reasons a segment would be less attractive to a company?A) strong competitorsB) substitute productsC) concentrated marketD) power of buyersE) power of suppliersAnswer: CDiff: 2 Page Ref: 201Skill: ConceptObjective: 7-311) The 55-year-old baby boomers share common needs in music and performers. When a music company decides to serve this group, the group is called a(n) ________.A) market segmentB) target marketC) well-defined marketD) differentiated marketE) undifferentiated marketAnswer: BDiff: 1 Page Ref: 201Skill: ConceptObjective: 7-312) When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is called ________ marketing.A) undifferentiatedB) differentiatedC) targetD) individualE) nicheAnswer: BSkill: ConceptObjective: 7-313) Developing a strong position within several segments creates more total sales than ________ marketing across all segments.A) undifferentiatedB) differentiatedC) nicheD) targetE) individualAnswer: ADiff: 3 Page Ref: 202Skill: ConceptObjective: 7-314) Using concentrated marketing, the marketer goes after a ________ share of ________.A) small; a small marketB) small; a large marketC) large; one or a few nichesD) large; the mass marketE) moderate; localAnswer: CDiff: 2 Page Ref: 204Skill: ConceptObjective: 7-315) Today, the low cost of setting up shop ________ makes it even more profitable to serve very small niches.A) in malls in major citiesB) in mail-order catalogsC) on the InternetD) near major competitorsE) far from competitorsAnswer: CDiff: 1 Page Ref: 205AACSB: Use of ITSkill: ConceptObjective: 7-316) Which of the segmenting strategies carries higher-than-average risks in consumer markets?A) concentratedB) massC) differentiatedD) undifferentiatedE) multiple-segmentAnswer: ASkill: ConceptObjective: 7-317) Which of the following is NOT a drawback of local marketing?A) It can drive up manufacturing costs.B) It can drive up marketing costs by reducing economies of scale.C) It can create logistics problems.D) A brand's overall image might be diluted through too much variation.E) Supporting technologies are expensive.Answer: EDiff: 3 Page Ref: 206Skill: ConceptObjective: 7-318) In target marketing, the issue is not really who is targeted, but rather ________ and for ________.A) why; whatB) how; whatC) why; how longD) where; how longE) how; whereAnswer: BDiff: 2 Page Ref: 209AACSB: Ethical ReasoningSkill: ConceptObjective: 7-319) A product's position is based on important attributes as perceived by ________.A) suppliersB) competitorsC) market conditionsD) consumersE) managersAnswer: DDiff: 2 Page Ref: 209Skill: ConceptObjective: 7-420) Consumers position products and services ________.A) after marketers put marketing mixes in placeB) generally after consulting friends who use themC) with or without the help of marketersD) only reluctantlyE) based on nearby competitors' positionsAnswer: CDiff: 1 Page Ref: 209Skill: ConceptObjective: 7-421) Which of the listed choices is NOT a positioning task?A) identifying a set of possible competitive advantages upon which to build a positionB) surveying frequent users of the productC) selecting an overall positioning strategyD) effectively communicating and delivering the chosen position to the marketE) selecting the right competitive advantagesAnswer: BDiff: 2 Page Ref: 210AACSB: CommunicationSkill: ConceptObjective: 7-422) A company or market offer can be differentiated along the lines of product, image, services, channels, or ________.A) pricesB) nonprice factorsC) peopleD) customer serviceE) locationAnswer: CDiff: 2 Page Ref: 213Skill: ConceptObjective: 7-423) Which type of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance?A) services differentiationB) channel differentiationC) people differentiationD) product differentiationE) price differentiationAnswer: BDiff: 2 Page Ref: 213Skill: ConceptObjective: 7-424) When firms use symbols, colors, or characters to convey their personalities, they are using ________ differentiation.A) imageB) peopleC) companyD) reputationE) subliminalAnswer: ADiff: 1 Page Ref: 213AACSB: CommunicationSkill: ConceptObjective: 7-425) The answer to the customer's question "Why should I buy your brand?" is found in the________.A) quality imageB) customer servicesC) value propositionD) differentiationE) pricing and promotion structureAnswer: CDiff: 2 Page Ref: 214Skill: ConceptObjective: 7-426) What competitive positioning can attack a more-for-more strategy by introducing a brand offering with comparable quality at a lower price?A) more-for-the-sameB) more-for-lessC) same-for-lessD) less-for-much-lessE) all-or-nothingAnswer: ADiff: 3 Page Ref: 215Skill: ConceptObjective: 7-427) Which positioning strategy offers consumers a "good deal" by offering equivalent-quality products or services at a lower price?A) more-for-the-sameB) more-for-lessC) same-for-lessD) less-for-much-lessE) all-or-nothingAnswer: CDiff: 2 Page Ref: 215Skill: ConceptObjective: 7-4281) "Less-for-much-less" positioning involves meeting consumers' ________.A) quality performance requirements at a lower priceB) lower quality requirements in exchange for a lower priceC) lower quality requirements at the lowest possible priceD) high quality requirements at a discounted rateE) high quality requirements at the lower possible priceAnswer: BDiff: 1 Page Ref: 216Skill: ConceptObjective: 7-429) When Pacific Fisheries groups its customers as countries by regions such as Asia, Australia, or New Zealand, it is using which segmenting base?A) economic factorsB) political and legal factorsC) geographic locationD) benefits soughtE) demographicsAnswer: CDiff: 1 Page Ref: 193AACSB: Reflective ThinkingSkill: ApplicationObjective: 7-230) When Burger King targets children, teens, adults, and seniors with different ads and media, it is practicing ________ segmentation.A) demographicB) age and life cycleC) psychographicD) behavioralE) generationalAnswer: BDiff: 1 Page Ref: 194AACSB: Reflective ThinkingSkill: ApplicationObjective: 7-231) Your company wants to move away from mass marketing and engage in customer-driven marketing. The four steps to take, in order, are market segmentation, marketing positioning, differentiation, and targeting.Answer: FALSEDiff: 2 Page Ref: 191Skill: ConceptObjective: 7-1104) Demographic segmentation uses different marketing approaches for different time periods of people's lives and different family situations.Answer: FALSEDiff: 2 Page Ref: 194Skill: ConceptObjective: 7-232) There are many exceptions to the geographic segmentation assumption that consumers innations close to one another will have many common behaviors and traits.Answer: TRUEDiff: 2 Page Ref: 199AACSB: Multicultural and DiversitySkill: ConceptObjective: 7-233) Because there is such variation among the economies of countries around the world, it is not practical to segment international markets on the basis of economic factors.Answer: FALSEDiff: 2 Page Ref: 199AACSB: Multicultural and DiversitySkill: ConceptObjective: 7-234) In evaluating different market segments, a firm should look at three factors: segment size and growth, segment structural attractiveness, and company objectives and resources.Answer: TRUEDiff: 2 Page Ref: 201Skill: ConceptObjective: 7-335) At a recent marketing seminar, the featured speaker stated that a target market consists of a set of buyers who share common needs or characteristics that the company decides to serve. This is a correct definition.Answer: TRUEDiff: 1 Page Ref: 201Skill: ConceptObjective: 7-336) Mass marketing is becoming a marketing principle for the 21st century.Answer: FALSEDiff: 2 Page Ref: 207Skill: ConceptObjective: 7-337) Consumers position products in their minds in order to simplify the buying process. Answer: TRUEDiff: 3 Page Ref: 209Skill: ConceptObjective: 7-438) Explain the four major steps in designing a customer-driven marketing strategy. Answer: The first step is market segmentation: dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors, who might require separate products or marketing mixes. The company identifies different ways to segment the market and develops profiles of the resulting market segments. The second step is market targeting: evaluating each market segment's attractiveness and selecting one or more of the market segments to enter. The third step is differentiation: actually differentiating the firm's market offering to create a superior customer value. Finally, the last step is market positioning: arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of consumers.Diff: 2 Page Ref: 191-192AACSB: Analytic SkillsSkill: ApplicationObjective: 7-1。

Marketing Chapter 7

price is met.
Marketing
• Target Costing example:
• I want to make a product that I can sell for 20 RMB.
• I want a 50% (10 RMB) profit • I have to find a way to make this product for 10
Marketing
• Reference Prices
• A price that customers carry in their mind that tell them whether or not they are paying too much for something
Marketing
• Promotional Pricing
• Temporary pricing products below normal price and/or cost to increase short-term sales.
• Discount
Marketing
• A straight reduction in price on a purchase for a set period of time.
• A store has a “30% off” sale for one week.
Marketing
• Allowances
Marketing
Chapter 7 Pricing Considerations and
Approaches
Marketing
Target Costing
Pricing that starts with an ideal selling price, then targets production costs to ensure that the

商务英语 Unit 7 Marketing

‘The future’s bright, the future’s orange.’ 4 What other strap lines do you know?
Listening
Successful marketing
C
Listen to the last part of the interview and answer the following questions. 7.4.MP3
2 Why did she find it memorable? She thinks mobile communications are interesting and that it was a great campaign with a fantastic slogan. 3 What was the fantastic strap line (slogan)?
Speaker 1: Speaker 2:
Place Promotion
Speaker 3: Speaker 4:
Price Prodห้องสมุดไป่ตู้ct
C What influences you most when you are doing shopping? Why?
Product
Price Promotion
a) The percentage of sales a company research has 1 market segment b) Information about what customers want and need share c) A group of customers of similar age, income level and social group behavior a) description of a typical customer profile b) where and how people buy things 2 consumer goods c) things people buy for their own use