市场营销基本知识(英文版)

1.Please draw the pyramid of Maslow’s hierarchy of needsand 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 forphysiological 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 environmentE—economical environmentS—socio cultural environmentT—technological environmente an example to explain three levels of benefits interms of product analysis.A Parker fountain pen, the product analysis would be: Core Benefit, Writing implement for communicationReal Product, A physical fountain penEnhanced Product, Brand identity, guarantee period, repair and maintenance service4.Wha t’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刻的增长，销量产生的变化。

5.What’s the Marketing implication of the Boston Box? (7points)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 foreignmarket? (5 points)Exporting is a simplest of entering a foreign market that involves the least troubleAgency 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 companycan either provide a manufacturing part or have the manufacturing assemble(聚拢) 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 andindividual 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 complexbuying 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。