西南财经大学天府学院市场营销复习题

Discuss the marketing mix and talk about the facets of each factor.
A-2
PRODUCT • Variety • Quality • Design • Features • Brand Name • Packaging • Services
B-3
Segmentation Variables (Consumer Markets)
(Foundations of Marketing p. 104)
Markets
Needs, wants and demands
Core Marketing Concepts
Marketing offers,
products, services and experiences
Exchange, value and relationships
Value and satisfaction
(Foundations of Marketing, P 171)
COST BASED PRICING
Product
Cost
Price
Value
VALUE BASED PRICING
Customers
Value
Price
Cost
Customers Product
Discuss the marketing management functions and give examples of your own to demonstrate.
(Foundations of Marketing, P 132)
Product attributes
Branding
Packaging
Labeling
Product support service
源自文库
Compare cost based and value based pricing.
A-5
General Pricing Approaches Value Based Pricing
• Develop a marketing mix for each Segment
Describe Individual Product and Service Decisions faced by companies.
A-4
Individual Product and Service Decisions
PRICE • List Price • Discounts • Allowances • Payment Period • Credit Terms
MARKETING MIX
PLACE
• Channels • Coverage • Assortments • Locations • Inventory • Transportation • Logistics
Marketing Implementation
• What will make our plans work? (Action)
Marketing Control
• How are we doing?
Discuss the growth share matrix and use your own examples to explain it further.
B-1
MARKETING MANAGEMENT FUNCTIONS
Foundations of Marketing p 43
Marketing Analysis
• What is Happening in the market?
Marketing Planning
• What should we do?
• Develop segment profiles
TARGET MARKETING
• Develop measure of segment attractiveness
• Select target segments
MARKET POSITIONING
• Develop positioning for target segments
PROMOTION
• Advertising • Personal Selling • Sales Promotion • Public Relations
Describe the steps in the market segmentation, targeting and positioning process.
A-3
Steps in the market segmentation, targeting and positioning process
(Foundations of Marketing, P 103)
MARKET SEGMENTATION
• Identify basis for segmenting the markets
(Foundations of Marketing p. 4)
MARKETING
Is a social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others
B-2
THE GROWTH SHARE MATRIX
(Foundations of Marketing p. 33)
HIGH
Market Growth Rate
Star
Question Mark
LOW
Cash Cow
Dog
HIGH
LOW
Relative Market Share
List and discuss the major bases for segmenting consumer markets.
Foundations of Marketing
Semester Test 2
Feedback
Define what marketing is and discuss its core concepts. Explain the process.
A-1
CORE MARKETING CONCEPTS