HND国际市场营销 OUTCOME
HND客户服务outcome1
SQA-HND-客户服务-OUTCOME1《客户关系文化构建》英文案例中文提示Alice Hendry最近受聘成为高山酒店集团的总经理。
这是她首次受聘成为这个层次的管理者，她非常渴望能成功地做好自己的工作。
她意识到她的任务将是非常艰巨的。
但她自信：凭着从以前数次的类似经历中所获得的经验，她能迅速调动她得员工，把他们整合成一支忠于所做工作的统一团队。
酒店集团的董事会要求她提交一份报告，就她将怎样在传统的春秋淡季提升经营业绩做出详细说明。
该酒店集团有一系列的独特资源：它有150间客房，两个餐馆，两个酒吧和一个夜总会。
除此之外，它还有一个健身中心和一个游泳馆。
集团还经营有自己的运动品商店，在冬季提供滑雪用品的租售和滑雪培训课程，在夏季提供山地自行车运动设备的租售和导游。
集团还经营有高山缆车。
缆车除了冬季供滑雪者上山使用夏季供山地自行车运动者使用外，平时也向风景观光者开放。
酒店在冬夏两季的顾客通常是年轻运动爱好者。
尽管如此，Alice意识到酒店以前也尝试过吸引其他类型的顾客，尤其是在滑雪和山地自行车运动冷淡的春秋两季。
很明显，酒店以前的这种努力没有获得任何成功，虽然酒店的设备能毫无疑问的能满足更多成年顾客的需求。
Alice已经对酒店以前的这种经营失败做了一些调查，她不无担心地发现：酒店以前努力在淡季吸引更多中年顾客方面获得了一些成功，但是顾客的回头率太低，不能留住顾客。
在Alice到任第一个月末她召集了酒店集团的所有中高层管理会议。
会议讨论她对本年度淡季提高经营业绩的计划。
她建议：集团需要开展一系列拓展市场的行动来吸引更多中老年顾客；集团的员工对工作要采取更灵活的办法。
例如：有些人更喜欢比较安静的郊外散步，而不是剧烈的滑雪和山地车。
集团的健身中心为了吸引这类顾客可以相应的开展这类安静的运动项目；运动品商店可以为不具有强烈冒险精神的顾客或者在天气不好的时候提供低谷徒步团体游；Alice还觉得春季观鸟游在这里很有市场，因为她注意只要知道观察的地点，高山酒店集团所处的区域有很多罕见的夏季候鸟出现；夜总会很容易在淡季改造成舞厅，用作排排舞等健身舞活动（吸引中老年顾客），而不是仅仅局限在受年轻人喜欢的劲爆舞。
HND市场学导论outcome2(仅供参考)(20200628092305)
Q1A) Market marketing is the plan and the execution of the commodity, the service and the creativity idea, the fixed price, the promotion and retailing, create conforms to the individual and the organizational goal exchange one kind of process. that is Human activity is wants through for exchangesto directed at satisfying needs, and business activity is concerned with providing goods and services to satisfy human wants and needs at a profit.B) Market marketing concept requirements planning and strategies should be all the businesses to consumers at the center, correctly determine the needs of the target market and lust, more effectively than competitors of provision required to meet the target market.The product concept is to show the enterprise is not through the development of the corresponding product market analysis and variety, but to improve quality, reduce cost as all activity centers, and thus expand sales, profits made such a management guiding ideology. Product not only pay attention to production quantity concept, but also pay attention to product quality, but it production center, don't pay attention to the market demand, don't pay attention to product sales, is the production of the concept of the later performance. The customary channel sales, when customer think of their good quality of product will seek to come.Q2A) The Marketing Mix is an important part of corporate marketing strategy, Controlled enterprise marketing measures to form a holistic activity. The main purpose of marketing is to meet the needs of consumers. Usually divided into 4P (product, price, promotion, place)B) the explanation of the Marketing mix of product: in 1986, Landed a company of wooden toys products target customer is pre-school market, wooden building bricks and jigsaws. Its products could only be sold to small toys shops that have very big limitation. However, with booming business and brighter prospect, its range of products has quickly enlarged. But for its formerproducts, it not on- ly added with dollshouses and wooded train sets,baronudght in “ CountryCousins ”books and a new range of pre -school books. its products are characterized by various types, complete specifications and best quality. All its products enjoys high celebrity made thiscompany bigger and bigger.The explanation of the Marketing mix of price: success stems from the reasonable pricing and good price control strategy, a reasonable price is very import in the market competition. In the case, on the early 1990s, Landed company rapidly flourished, and the Cousins ”b“ooCkosuntrywere sold at a premium. But and the “ Country Cousins ” books were sold at a premium. Besides,badly demand and high profit attract more and more cooperation entering this market, competition becomes much drastic. To gain a competitive edge, the company had to reduce its high price to a competitive level.The explanation of the marketing mix of promotion: the promotion has many methods, such as advertising, sales promotion, public relations, personal selling and direct marketing. In the case, Landed Company' s advertising department must be use the best promotion policy. The Landed Company and TV channel SC4 to keep the friendly relationship. The TV proposed a national airing and national launch Introduce company products and the popularity of the series. That make rise for the company's brand image and customers' awareness, Sales Have Rapid Growth.Place - refers to provide the product at a place which is convenient for consumers to access. Place is synonymous with distribution. Can be various strategies such as intensive distribution, selective distribution, exclusive distribution. In the case, the company uses selective distribution. This involves one intermediary the retailer. This is probably most favoured by larger retailers such as supermarkets that have the power and resources to buy in larger quantities and enjoy the benefits that come with that, such as being able to offer lower prices. But now this company has a big problem, intermediary the retailer compels price drop. I think only through production-marketing integration can solve the problem.Q3For a privately owned beauty salon, its elements of the marketing mix refer to the followings: product, price, promotion, place, people, process and physical evidence.First, the product of privately owned beauty salon is its service, which opposes to a common product. Services, unlike physical products, happen "on the spot" and customers like to know what to expect. The privately owned beauty salon offers service to customers, which is essentially intangible and does not result in ownership of anything. The Landed Toy Company products are goods.Second, price, as we know, price is one of the most flexible elements of the marketing mix. It will be affected by consumers, the trade and the competition. For example, if customers feel the price of the beauty salon is lower than others, most of them may choose this beauty salon, while the price of Landed Toys Company products changes with the situation they have in the market: set premium price (previous) cut the price (now) reducing price (future).Third, promotion is what a company say and do concerning products and services in order to persuade customersand markets to try them. The privately owned beauty salon not only uses advertising but communicates with customers to help them have a better understanding of the company. Landed Toys Company Landed did very little advertise at first, but now they use newspaper to promote its products originally.The next is place, which not only includes retail store, online shop but also the movement of goods. If you want to book the ticket of the beauty salon, you can buy in the salon or online. Landed Toy Company sells its products through a number of intermediates, nowadays it carries out with the idea of mail order selling.Fifth, people are part of the offering service. If the customers are satisfied with your service, it may have a positive effect on the development of your company. Sixth, processes mean caring about the quality, reducing the queuing systems and service delivery to ensure consistency of service. At last, physical evidence is the “ tangible pa”rt of the service, like the facilities in the beauty salon.Different from a Landed company, which distributes its products to its customers, beauty salon always has to get its customers to come to it. Those who come to the beauty salon are pursuing high quality services, although its price is higher. Therefore, beauty salon usually has relatively affluent target market and local promotions meeting the local demands. In this way, it is principal for a beauty salon to choose a right location.Q4 because for the environment in which an organization exits can affect industry or the individual organizations. An internal environment is the systems of the company, the effectiveness of which to a great degree rests with its culture, including micro and macro environment, competition intermediaries, and suppliers stakeholders. A micro environment is all those factors which lie beyond the organization, and a successful organization is contributed by those in the microenvironment, for example, the company, the distributors, customers, competitors and public, however, the macro environment indicates the larger forces which affect the way in which an organization operates and over which the organization has little or no control. These can be known acronym PEST.With the changing environment, PEST is also changing: the political aspect: as the global communication developing, it is not simply domestic politics which will have influence on marketing strategy. Second, economically, suppliers have become more and more, as a result, competition has become more and more fierce, this will impact costs, prices and demand. Third, changes and trends in the sociocultural environment bring forth significant challenges. People's basic beliefs, attitudes and values are shaped by the society in which they grow up.Following factors may affect landed: the declining birth rate, growing demand for more technological toys, increased affluence, growth in competition from larger competitors, growing dominance of larger retailers.For the sake of getting over these risks, altering the marketing mix, the company introduced some new products to satisfy different market meets, drew into added value products at higher prices, developed higher profile promotions to compete with rivals, and used sales team to develop a good relationship with retailers.。
(完整word版)HND市场学导论outcome2
The report of marketing about Trusty-Land FoodCandidate Name:Candidate Class:Candidate SCN:World count:Table of contents Introduction: (3)Findings: (3)Product: (3)Price (5)Promotion (6)Place (7)Services Marketing (8)People (8)Processes (8)Physical Evidence (9)Change of marketing environment (9)Conclusion: (10)Reference: (10)Introduction:This report uses Service Marketing Mix to analysis of the Trusty-Land Food Company. Service Marketing Mix is composes of 7 Ps. I uses product, price, promotion, place to analyze the Trusty-Land Food Company. I uses people, process, and physical evidence to analyze the barber shop. Assuming Trusty-Land Food Company’s marketing environment be change.Findings:Product:Product can be offered to a market for attention, acquisition and use or consumption that might satisfy a want or need. The product includes physical objects, services, persons, places, organizations and ideas.The Trusty-Land Food Company’s products is tangible product. The channels of tangible product.Three different levels of product, the three levels includes core product tangible product. Meet is the core product of Trusty-Land Food Company. Meet provides protein to person and meet also improve quality of life.Product lineProducts are closely related and they function in a similar manager so the product needs a product line. Product line is benefit for sold to the same types of outlet or fall within given price ranges. Trusty-Land Food Company can take the red meet and white meet divided into two kinds of production line. The two kinds of production line can improve the production efficiency.Trusty-Land Company’s product line from less to more. The product become more thereasons includes the enterprise competiveness and to attract more customer and increase sales.Product MixProduct mix is the total sum of all the products and variants offered by an organization. The production line’s width is two, because the product lines products two kinds of meets. The meets include white meet and red meet.Product life cycle“Kitty Doggy” product life cycle“Kitty Doggy” in the growth period. During this period, this brand of pet food is increase sales, launch new products and opponents appear. I suggests that “Kitty Doggy” keep pet food quality and “Kitty Doggy” mast focuses on the opponent to find ways to increases market share.PriceThe smart pricing is amount of many charged a product or service or sum of the values that consumers exchange for the benefits of having or using the product or service. The advantage of smart pricing is ensure sales but inaccurate pricing to harm the company such as underpriced close not back to the cost so the Trusty-Land Food Company mast take the smart pricing in product.Government policy, Organization objective, Channels of Distribution, Cost, and Weather is factors that affect pricing.Government policy: Government policy affects the pricing. Government’s new dietary guidelines is recommend people to eat white meat so red meat sales will be decline and white meat sales rise. Trusty-Land Food Company in order to maintain sales of red meat so red meat be suitable reduced price. Red meat sales rise so red meat be take a appropriate price.Cost: Trusty-Land Food Company has a lot of distributors throughout the country. Meat products need fresh so meat in the process of transportation need keep fresh that increase the cost. The company in order to profit so meet rise in price.General Pricing ApproachPenetration Pricing: Trusty-Land Food company’s “Kitty Doggy’’ in the growth period so penetration pricing for pet food can attracts more customer that can increase sales. Penetration pricing can help “Kitty Doggy’’ gain more market share and to promote “Kitty Doggy’’Competitive pricing: Trusty-Land Food Company focuses of the opponents that can help Trusty-land upon them opponents. Trusty-Land Company focuses on opponents that can help company win the price war and keep Trusty-Land Food Company’s dominancePromotionPromotion is kinds of a activities. Promotes product or service and its merits to target customers and persuade them to buy.The main promotional tools available to market have five types that is advertising sales promotion, public relations, personal selling and direct marketing.AdvertisingAdvertising can highlight the product features and improve visibility. Trusty-land Food company through newspaper and street poster to attention customer to know company’s name. Trusty-Land Food Company through TV commercials to position the company. This tuned is success, TV commercial bring sales revue increased by 34% that can expand market share.Direct Marketing: Trusty-Land Food Company has its own retail groups so Trusty-Land Food Company can reduce the middleman. The middleman is getting less the company make a good price and good supplier for company’s customers that can help company improve market share.Personal Selling：Trusty-Land Food Company has a sales team the sales team to persuade customer to purchases and stock company’s product. Personal selling can improve product and increase customer purchases and contacts. Sales team can help company improve the product sales.Identification of target audience, Legal political factor. Technology factor and budget setting this four types influence the setting of the promotional mix.Identification of target audience：Customers has different demand and tastes differ with people so Trusty-Land Food Company mast identification of target audience to promotes differed products. The “Health Meat” is a good example “Health Meat” lies in their convenience and fast time. “Health Meat” suitable for fast rhythm of life that can increase salesBudget Setting: The amount of the budget effect promotion. If the Trough-Land Food have more bridge the advertising coverage is broad. The appropriate budget setting to improves the company reputation.PlacePlaces means all the company activities that make the product or services available to target customers.Tangible product’s place is distribution partner. Intangible product’s place is enterprise located or provides the service place.Wholesalers: Trusty-Land Food Company’s Products were sold to regional grocery chains and national and regional gory, wholesalers that is Wholesalers.Retailers: Seven Eleven is a retailer, Seven Eleven sales food-branded of Trusty-Land food Company. Large grocery stores and supermarkets purchase from Trusty-Land Food Company and that grocery market meat products under Trusty-Land Food Company’s Logo.The benefits of distributors to Trusty-Land Food Company Distributors for the company to reduce inventory and accelerate product circulation speed. Distribution business enterprise to increase visibility and to increase market share. Distributors to help business increase sales reduce the pressure distribution, increase profits bring convenience to clientsBuying behavior, Budget Product itself and Organizational Objective are affect choose marketers.Organizational Objective: Trusty-Land Food take “Kitty Doggy” become the leader brand. Intensive distribution consider revising the market share so organizational objective good for distributors.Buying behavior: Marketers to adopt to the consumer habits. Marketers cooperate with supermarkets or markets and impossible and book stores and flower of cooperationServices MarketingA service is any act or performance that one party can offer to anther that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product. Characteristics of services is variability, perishability, inseparability and intangibility.Barbershop is three more than Trusty-Land Food Company. The three types is people, processes and physical evidence.PeoplePeople: People at services marketing is service provider. For example, people in the barber shop’s hairdresser and cashier. Hairdresser giving a haircut to customer and wash hair, cashier responsible for the money. The hairdressers and cashier given the customer’s service is in tangibility and inseparability. Hairdresser and cashier should have better attitude and high service qualityProcessesProcesses: Process involves looking at the quality controls that need to be in place to ensure consistency of service. Customers into the barber shop. Barber to customers shampoo, haircut, and the barber to meet customer requirements, shampoo, cashier money, and finally the customer away. Process services emphasize consistency and effectiveness of the service. Different customers in the same service get the same levelof service is uniform. Within a period of time to complete the service.Physical EvidencePhysical Evidence: Physical evidence is the “tangible” part of the service. Barbershop’s wardrobe and shampoo are all belong to the physical evidence. Physical evidence to help hairdressers to complete the service. Physical evidence also help customers evaluate service. If the customer is not satisfied with the physical evidence. Good physical evidence to make customer satisfaction increases.Change of marketing environmentSuppose company supplies meat to a city, but the city's Muslim believer’s population increases. The company can uses 4P’s product so company printed on product packaging halal logo and Muslim followers of the urban population accounted for the ratio becomes large. So the company provides a small amount of pork to the city and the company offers other types of meat to the city, to meet the needs of Muslim believers.Suppose an increase in the elderly population in the community. The company can use 4P’s price from company to resolve. Because elderly people are concerned about the price. The company and retailers cooperate elderly to buy meat the retailers gave elderly seven fold. Improve the company reputation and boost sales.Suppose the emergence of bird flu in society. The company uses 4P’s product. The company mast pay attention to product quality and the company to do a good job of inspection and quarantine. Using the media to promote our products are safe and maintain our company's sales.Conclusion:The Trusty-Land Food Company encountered different changes in environment in the development process. I hope my countermeasures can help Trusty-Land Food Company. Finally wish Trusty-Land Food Company gets long-term development.Reference:Wang Huihong, WANG Jing, 2013, SQA Unit Student Guide on Marketing: An Introduction, China Modern Economic Publishing House.Kotler Philip, Wong Veronica, Saunders John, Armstrong Gary, 2005, Principles of Marketing 4th European Edition, Prentice Hall.。
HND出口学outcome4
1. IntroductionIn both the consumer and trade market, Zen plastics are a manufacturer of moulded plastic products. Recently, they are concentrate on domestic market but now they are looking for a new international market. There are advices that given to them on decision making and strategy before they enter the international market, this is the purpose of the report.2. The selection of suitable product requirementsMeet customer needsThey must know the Australia customers’needs well while entering the Australia market, such as the color, size, style and the goods. Zen plastics will avoid unlucky logo so that can suit customers flavor.Meet legal requirementsWhile entering the Australia market, Zen plastics should know the low of Australia and observe it. Therefore they have to meet the legal requirements of Australia. After this, Zen plastics can trade and make business well in their range. The international trade agreements will be negotiated. While negotiating, Zen plastics must obey the rules that accord with Australia low. Australian are pay attention to what Zen plastics’influences to them, such as the risk of trade between them and the environment polluted issues. When Zen plastics exporting, they must avoid these issues so that promoting business trade.3. Evaluate the types of promotion required for success in the Australian marketThere are four type of promotion required for success in the Australia market that Zen plastics would choose to promotion, they are advertising, personal selling, public relations, sales promotion.As for the advertising, it success or not depend on its words, sometimes words are translate to other language that lose its meaning. The message must be translated in such a way to keep the meaning intact. Except this, the other is the medium, different countries with different level of prosperous should choose different medium which are suitable for the situation of the country.As for the personal selling, as the name suggests this involves the use of sales people in the international market. To the exporter, there are four potions, appoint a team of sales people who are based at the company headquarters, appoint sales people abroad, open up a branch office in the selected market and appoint a sales force to work from that branch and appoint an agent.While using personal selling, there are some point should be considered. The size of the market to be covered, the extent of effective of personal selling in the market, the number of potential customers.Public relations are press coverage in the overseas market. The definition of PR is usually given as: the deliberate planned and sustained effort to establish and maintain mutual understanding between an organization and its public. The strategies are normally long term and take account of problems that may befall the company. The PR function is both damage limitation and to try and put a positive spin on events. Additional information about overseas countries can be obtained from the Department of Trade and Industry, which has oversea desk for every country in the world.Sales promotion generally covers marketing activities, but not the personal selling or public relations. The basic points are: Demonstrations, exhibitions, catalogues, special offer stamps, buy three for the price two or buy one get one free (BOGOF), special offers, competitions , coupons , free samples and sponsorship.For Zen plastics, making advertisement is the best choice. Also, Zen plastics can put the advertising board on the streets, buildings, or even on the buses and subways which are the most common places of a person’s normal life. This is a effective way for promotion.4. Identify and evaluate the factors that would affect pricing decisions.The price strategy is a very important part when exporting. Zen plastics have to consider the cost of producing the product. The sale price of the product must be higher than the total cost of the product, or the company won’t get any profit.The customers’ buying ability also be considered by Zen plastics. The company has to know the average income and also the disposable income of the consumers. The company will lose money and market share if the price of the product is higher than their ability to pay, then no one will buy the product.Zen plastics also have to consider the competition, The price of Zen plastics shouldn’t be too much higher than the competitors, it is the best choice if the price is the samewith the competitors or much cheaper than the competitors, which can attract the consumers.The exchange rate, , there must be the exchange of the money, so the company has to consider the rate, the selling price must include the extra money of the exchange rate when exporting to another country5. Select suitable distribution channels to be used in the Australian market.The distribution channels to be used by Zen plastics in the Australia market are appoint an agent and wholesalers.AgentThere are advantages of it, the agent will be familiar with the language, customs and market in that country, the agent will already be established in that country with similar products, the export can test the market without incurring high capital investments, the initial investment cost is low and results may be immediate.There are also disadvantages of it, if the exporter dose not support the agent with time and money, the agent may become dissatisfied and may not give the product the amount of time it deserves. This will lead to falling sales, most agents offer a number of product line and can not give their undivided attention to just one product. WholesalersAdvantages of wholesalers are: relatively inexpensive way for an exporter to test out a foreign market, low financial investment required, wholesaler ensures good market coverage.Disadvantages of it: if you have to appoint an intermediary such as a wholesaler they will add a percentage onto the producer’s price to ensure they make a profit, there is reduced profit for the producer, you may need to offer incentives for the wholesaler which may include promotional material, special offers and you may need to offer support in the form of in store demonstrations, training and merchandising.The agents are more suitable than the wholesaler for Zen Plastics. Since the profit is the most important thing for Zen plastics, so they have to pay attention to getting as more profit as they can.。
HND国际市场营销OUTCOME
HND国际市场营销OUTCOMEContentsI.Introduction (2)II.Discussion (2)1 Why is the company comsidering entering internationalmarkets (2)2 Secondary sources of information (3)3 The key opportunities and threats (4)4 The process of Spain market assessment (5)5 The modes of market (10)6 Why select this mode (11)III.Conclusion (11)IV.References (11)Report on PK ElectricsI.IntroductionPK Electrics was set up in 1987 in Ningbo, Zhejiang province, China. The company products cables, sockets, switches and light fittings and currently operating three factories all based in Zhejiang province. Over the years the organisation has developed a good reputation for quality and customer service. But over the last two years the rate of growth has begun to decline with sales rising 5% and profits by 2% last year. The management team are aware of big changes in international trading that have occurred over the last 10-15 years with the Chinese economy becoming more market-based and the more recent impact of China joining the World Trade Organisation in December 2001.II.Discussion1 Why is the company comsidering entering international marketsMarket saturationMarket-related factorsProduction-related factorsPersonnel-related factorsRisk-related factorsCost-related factorsProduct life cycleIn the case, PK Electrics is part of market saturation. With rising economic growthand the rising disposable incomes, especially of the urban population PK Electrics has seen demand for its products grow as people seek improvements to their homes and living standards.2 Secondary sources of informationPK Electrics enter Spain market. But the company need to consult information about Spain market. The company could consult from the following professional organization:The World Trade OrganisationPK Electrics could get commercial information about Spain:Goods schedules and tariff dataServices schedules and MFN exemptionsTrade Policy Reviews of SpainDispute cases involving SpainDDA negotiating documents from or mentioning Spain(WORLD TRADE ORGANISATION, 06/18/2011)The World BankPK Electrics could get commercial information about Spain:Income levelEconomic policy and external debtInfrastructureLabor & social protectionPrivate sector – merchandise trade(THE WORLD BANK, 06/18/2011)3 The key opportunities and threatsPK Electrics has to understand PEST if it enter Spain market.Political:Spain is a higher score signifies a less violent and politically more stable society.the government introduced austerity reforms aimed at reducing the fiscal deficit to sustainable levels that reduced government employees' salaries,froze pension funds, and suspended public works.Economic:interest rate stands at 1.00 percentSpain Gross Domestic Product is worth 1460 billion dollars or 2.35% of the world economy, according to the World Bank. From 1960 until 2009,Spain's average Gross Domestic Product was 402.19 billion dollars reachingan historical high of 1604.24 billion dollars in December of 2008 and arecord low of 12.07 billion dollars in December of 1960.Sociocultural:There are few elderlyies and they have small pensions in Sapin.In daily consumption, Spanish larger demand.Technological:Spain has defines its scientific and technological priorities focusing on not only its domestic needs but also the Community's ones.Spain's technology enters the information age.(TRADING ECONOMIC, 06/19/2011)Then, PK Electrics may meet opportunity and threaten.Opportunity:In daily consumption, Spanish larger demand. PK Electrics product all kinds of electrical items. The company can meetSpanish larger demand.Spain is a higher score signifies a less violent and politically more stable society. It could offer PK Electrics a stable market. Threaten:In the Spain, there are a lot of such PK Electrics. There are many competitors.Spainish life habits have different from Chinese. PK Electrics spend much time on marketing research.4 The process of Spain market assessmentThis is PK Electrics the process of Spain market assessment:(Source: Mulbacher et al, International Marketing1999 International Thomson Business Press, London.)Stage 1: Corporate policyThe organisation had focused predominantly on the trade market. The management team are aware of big changes in international trading that have occurred over the last 10-15 years with the Chinese economy becoming more market-based and the more recent impact of China joining the World Trade Organisation in December 2001. They have recently met with Trade delegations from several different countries and are now looking outside China for new markets to enhance their growth and business performance.Stage 2: Market assessment criteriaThe measure of the market with customers and national policy related. Market criterias:Income levelGDPPopulationPoverty headcount ratio at national poverty lineStage 3: Potential country marketsIn the beginning, there are two countries market: Spain and South Africa. In the Question 3, Spain PEST have been analysed. Next, South Africa PEST analysis:Political:The political arena has a huge influence upon the regulation of health care, the money available, the priorities for disease management. The market is not stable. PK Electrics consider issues such as:ecological/environmental issuescurrent legislation home marketfuture legislationSADC/international legislationregulatory bodies and processesEconomic:Marketers need to consider the state of a trading economy in the short and long-terms. This is especially true when planning for international marketing. PK Electrics need to look at:home economy situationhome economy trendsoverseas economies and trendsgeneral taxation issuestaxation specific to product/servicesmarket and trade cyclesSociocultural:The social and cultural influences on business vary from country to country. It is very important that such factors are considered. Factors include:lifestyle trendsdemographicsconsumer attitudes and opinionsmedia viewslaw changes affecting social factorsbrand, company, technology imageTechnological:Technology is vital for competitive advantage, and is a major driver of globalization. Consider the following points: competing technology developmentresearch fundingassociated/dependent technologiesreplacement technology/solutionsmaturity of technologymanufacturing maturity and capacity(Wiki dot, 06/19/2011)Market criterias:Income level: High income(Spain), Upper middle income(South Africa)GDP: $1,460,250,360,148 in 2009(Spain), $285,365,879,676 in 2009(South Africa)Population: 45,957,671 in 2009(Spain), 49,320,150 in 2009(South Africa)(THE WORLD BANK, 06/19/2011)Stage 4: Conditions (not) fulfilledThrough market criterias and PEST analyse, Spain’s conditions are fulfilled because Spain could offer a stable market. South Africa could not.Stage 5: Local products and Stop assessmentsAt first, stop South Africa assessments. The company must know local products. Local products has FAGOR, BERONOR, MATHIUS, ect.Stage 6: Success factorsTechnologyThe company want to take in Spain market, and it have the strong technical support.Customer CareCustomers are god. The organisation have to develop a good reputation for customer service. This way of the enterprise for a long time.PromotionBecause the company is a foreign enterprise, it must increase the strength of promotion. Although initial cost greatly, it could bring long-term interests to the company.Stage 7: Distinctive competenciesPK’s products are selectively distributed using specialist electrical retailers, department stores and more recently DIY outlets.5 The modes of market(SQA, August 2005, International Marketing: An Introduction)PK Electrics should entry the mode is direct exports.6 Why select this modeTotal controlDirect export of its products offers a company greater control over the entire export transaction and entitles them to greater benefits.Direct contact with customersDirect export could face to face customers. PK Electrics can better understand the needs of customers.A sales representative plays the role of the manufacturer's representativeHe works on a commission basis. He uses the product manual and samples of the product, which he presents to the prospective buyers and entices them to purchase it. However, unlike an agent, who is entitled to take decisions on behalf of his company, a representative has no authority, and he takes no risk or responsibility of the product.III.C onclusionPK Electrics entry Spain market, which could increase profit.IV.References“Spain and the WTO”, (11/30/2009), (WORLD TRADE ORGANIZATION), Available:/doc/3a106a0979563c1ec5da71aa.html /english/thewto_e/countries_e/spain_e.htm(Accessed:06/18/2011).“Data of Spain”, (12/31/2009), (THE WORLD BANK), Available:/doc/3a106a0979563c1ec5da71aa.html /country/Spain (Accessed: 06/18/2011).“SPAIN GROSS DOMESTIC PRODUCT”, (12/31/2010), (THE WORLD BANK), Available:/doc/3a106a0979563c1ec5da71aa.html /spain/gdp (Accessed: 06/19/2011).“PEST Analysis”, (05/12/2007 at 20:19), (Wiki dot), Available: /doc/3a106a0979563c1ec5da71aa.html /pest-analysis (Accessed: 06/19/2011).“Data of South Africa”, (12/31/2009), (THE WORLD BANK), Available:/doc/3a106a0979563c1ec5da71aa.html /country/Spain (Accessed: 06/19/2011).Scottish Qualifications Authority (August 2005), International Marketing: An Introduction, China Modern Economic Publishing House, Beijing.。
【实用资料】HND国际营销导论.doc
Individual ReportInternational Marketing: An introductionOutcome 1 and 2Candidate Name:Candidate Class:Candidate SCN:Table of contents1 Introduction (3)2 Findings (3)2.1 Explain Wildhorse Automobile entering international markets reasons (3)2.2 Two sources of information that Wildhorse Automobile (4)2.3 Key opportunities and threats associated with entry international market (5)2.4 Wildhorse Automobile would use to select which markets to enter (7)2.5 The modes of market entry available to Wildhores Automobile (8)2.6 The most appropriate method for Wildhorse Automobile to entry market错误!未定义书签。
3 Conclusion (12)4 Reference (13)1 IntroductionThis report describes the Wildhorse Automobile to enter the overseas market. This report consists of six parts. Reported the contents of the package wild horse why enter the international market. Wild horse company identified two markets to enter the source of information. Of the wild horses. What methods of automobile companies to enter the overseas market. Select the appropriate methods to enter the overseas market and evaluate the criteria you use in marketing. Wild horse car companies choose the right way to enter the overseas market. The wild horse of the car to assess the standard of your marketing in the market.2 Findings2.1 Explain Wildhorse Automobile entering international markets reasonsInternational marketing is the application of marketing principles in more than one country, by companies overseas or across national borders. International marketing is based on an extension of a company’s local marketing strategy, with special attention paid to marketing identification, targeting, and decisions internationally.China's production costs rise, the price of the Wildhorse Automobile’s car prices will lead to a decline in sales. Therefore, the wild horse car companies should look for the production of low-cost overseas countries.National policy restrictions on the country's resources. Company responds to the government's policy. So Wildhorse Automobile company to build factories in overseas countries.The Wildhorse Automobile company products due to ecological causes of poor sales.Ecological factors influence the production efficiency of the company. So company's products are sold overseas.The Wildhorse Automobile Company in order to compete with rivals. Wildhorse Automobile Company to increase the share of overseas markets and enhance the company's influence. Wildhorse Automobile Company to expand overseas markets.2.2 Two sources of information that Wildhorse AutomobileCompany research methods include primary research and secondary research. Companies can use secondary research ways to gather information. The advantages of secondary research includes convenient save money and research staff do not need to have too much experience. But secondly research information with uncertainty.Companies can be used through two international organizations to do secondary research.The European Union was founded in November 1, 1993. EU to set up Brussels. EU official website: Europa.eu The EU's aim is the establishment of internal borders by a space, strengthen coordination to develop and establish the eventual introduction of a unified currency Economic and Monetary Union economic, social, and promote balanced economic and social development of Member States through the implementation of the Common Foreign and Security Policy. EU car emissions has strict criteria. European Emissions Directive certification stands for non-road mobile machinery emissions certification, the English translation of "Emissions From Non-road Mobile Machinery", referred to as "NRMM". China's auto exports to Europe need to reduce automobile exhaust emissions. China's auto exports emissions must comply with EU vehicle emission standardsInternational Organization for Standardization be called for short is ISO. ISO was founded in 1946. ISO official website: /iso/home.html. ISO's purpose is: to promote worldwide development of standardization to facilitate international exchange of goods and mutual assistance and to expand cooperation in intellectual, scientific, technological and economic aspects. ISO's headquarters in Geneva, Switzerland. ISO / TS16949-2002 the International Automotive Task Group (IATF) in ISO9001: 2000 quality management system based on the combination of the requirements of the international automotive industry, automotive production, enacted in 2002, the service member organization of international quality system requirements standard. China's automobile companies supporting plant requirements more stringent, requiring high quality, but also requires the supplier to strictly control costs and improve efficiency. TS16949 provides a unified can develop quality management system model for the automotive industry. Chinese auto companies continue to deepen the implementation of continuous improvement, strengthen defect prevention, reduction of variation and waste, will make the management system more optimized, so that auto companies in the market competition continued to maintain a competitive advantage.The overseas car website includes . The overseas magazines includes <Auto motor and sport> is from Germany and <Automotive News> is from America. Wildhorse Automobile Company can include information from foreign website and magazines.2.3 Key opportunities and threats associated with entry international market Primary research should pay attention includes:Primary research includes local policy local economy and local culture, Companies should be familiar with the culture of the target country is conducive to the acquisition of the target country information. It is convenient for the company to understand the local culture and communicate with the local people. The government policy of thetarget country can affect the development of the enterprise. To understand local policies can avoid the loss of enterprises. The target country's economy will directly affect the income of the residents of the target country. The company produces the car that is suitable for the target country through the local economic level. The company's cars go more smoothly into the target country.The wildhorse automobile company can obtain the information in these 3 public places. For example, the office of the parking lot, car wash shops, toll stations. Companies from the office of the parking lot to get information, the company can understand the popular car models and the use of. Get information from the car wash shop, the company can get the popular car price information to record. Companies produce the most attractive cars through the acquisition of information. Companies can collect information from the toll station, the company can know the different car charges, speed and performance of a car running, you can find a long-distance car running models, which is conducive to the company's car sales.External environment includes six factors, divide into political, legal, social, natural, technological and economic.Politics, including the government's energy conservation and emission reduction policies, foreign policy and vehicle control policy.Economy includes per capita income, unemployment, consumption level.Society, including population, local education level and the proportion of local population age.Technology includes technical workers, technical optimization and updating of traditional technologies.Nature, including air pollution, natural disasters and waste of resources.The law includes local laws to protect local car companies.The opportunity of Wildhorse Automobile Company in the overseas market includes:Technological: Target country’s government requires imported cars meet the standards of energy conservation. So target country has high demand for new energy vehicles. Chinese auto companies have great development in the new energy. China's auto can exports to target countries. Technology can help Wildhorse Automobile company increase sales.Economy: the target country's economic recovery, the target country's employment rate rises, the target country's public demand for the car increases. So the public demand for cars is working in the target country. Chinese cars have price advantage, which is conducive to the sale of the target country.The technical threat of Wildhorse Automobile Company to enter the overseas market includes:Social: Developed countries car brand is good in target country public’s heart. But, Chinese car brand has bad impression in target country public’s heart. Bad impression of brand can influence Chinese automobile efficiency in target country. "Made in China" in a part of the foreign market impression is inferior, China needs to change the impression of the brand. Promotion of brand image can promote the sales of Chinese automobile brand.2.4 Wildhorse Automobile would use to select which markets to enter1.When a company to overseas market need do market research. The researchincludes primary research and secondary research. Secondary research’s way includes collect information from a variety of reliable sources. At this stage such techniques can be used.2.Screen the collected information using set criteria, e.g. as in the BusinessEnvironmental Risk Intelligence (BERI) index.3.Select top-scoring countries or region4.Apply secondary screening criteria using data from markets and the business, e.g.market attractiveness/competitive advantage(GE matrix)5.Select best country (ies) and region(s) to enter.6.Prepare an international marketing plan/strategy6.1 The selection of the most appropriate entry mode6.2 The selection of the most appropriate target markets6.3 The selection of an appropriate marketing mix suited to the country and targetmarket.2.5 The modes of market entry available to Wildhores Automobile1)The InternetThe popularity of Internet computers and mobile phones has shortened the distance between people and improve people's working efficiency, which is good for international marketing. Internet makes international payments more convenient. The advantages of the international network of the buyer and the seller including security and fast. The Internet can monitor logistics, make logistics more secure, and promote trade between countries.2)Exporting (Direct and Indirect)Direct exports can enable enterprises to quickly sell their products in the international market at a very small start-up cost, in terms of fixed assets does not require or requires only a small amount of investment, so there is little risk. In the initial exploratory export, on the basis of previous success, the enterprise by increasing the export volume of export lines and enter the new international market, so as to gradually increase the export volume. Direct export can enable enterprises to accumulate a lot of international experience, so that enterprises in the process of internationalization of the more far away.Indirect export may be a good way for enterprises to enter the international market for the first time. Manufacturers need only a little knowledge of foreign or foreign markets, but also because of this, it has separated the manufacturers from foreign markets. Indirect exports reduce the risk.3)Contractual AgreementContract mode is a non-equity contract signed between the enterprise and the target country, the former patent, technology, experience, management, human resources and other intangible assets for the latter to use, and from the latter to obtain economic benefits to share. Contract is a way to enter the foreign market through the output of knowledge and technology. Contract mode mainly includes: license mode, franchise mode and project contracting mode, etc.Entry modes of international marketingWays to enter the international market include international agent, licensing, franchising, joint venture, turnkey projects, and strategic alliance. Detailed three ways to enter the overseas market. Three ways includes international agent, licensing, and franchising.International agent: International export agency is a method for a company to employoverseas agents to promote international sales. Agents have no title to the goods. Agents only charge a commission. International agent take less investment and get less money.The advantages of international agent includes international agent have expensive knowledge and experience of market. Little investment required and low political risk. The disadvantage of international agent includes international agent may lack commitment and motivation. International agent may be too small to exploit the whole market. And this method may be inefficient for large markets.Franchising: Franchising is the owner of the franchise is in the form of contractual agreement, which allows the franchisee to use its name, trademark, proprietary technology, product and operation management experience to engage in business activities. Franchising Take less capital investment, and get the amount of money earned moderate.The advantages of franchising includes high level of control, highly motivated business contact with market knowledge, money. And franchising can give protection of patents. The disadvantage of franchising includes problems with local legislation, high cost of marketing package to support franchisees. Cost and time involved in finding good franchisees.Licensing: Licensing is authorized to operate, charge to allow others to use their own brand of commercial operation mode in the specified time. Licensing in international market take less investment and get less return.The advantages of licensing includes a prolonged depreciation of a target country’s currency may also swing a manufacturer from export to licensing. Licensing overcomes the problem of high transportation cost, which make the export of some products non-competitive in target markets. Political risk is lower than with equity investments. Many host government favour licensing over foreign investment as a way to get technology.The disadvantage of licensing includes lack of control by the licensor over the marketing plan and programme in the target country. Risk of creating a competitor in third markets or even in the manfacturer’s home market. Armed with the licensors technology, the licenses may become a formidable competitor in world markets. Absolute size of income from a licensing arrangement as compared to that from exporting to, or investing in, the target country.2.6 The most appropriate method for Wildhorse Automobile to entry market Wildhorse Automobile Company have chosen the Malaysian market. Wildhorse can chose India market. India's political stability leads to social stability. India is Asia's anchor economy. India's economy is developing very fast. India's per capita income increased. Indian employment is rising, and the demand for cars is increasing. Due to the economic development of India, the road becomes better. More Indians are willing to drive.Wildhorse Automobile Company can choose an international agent in India. India's automotive industry has a great degree of development. Wildhorse Automobile Company can choose an international agent in India. India's automotive industry has a great degree of development. Wildhorse Automobile Company looking for international agents to sell the car is relatively low cost. Agents have shop facilities and sales of car service personnel so wild horse car companies can save costs. Wildhorse Company's human involvement is low in India market. The company needs to pay for the international agent to sell cars. The company has limited control for international agent. India local agents to understand the political economy and culture of India. Wild horse car companies through the agents can accelerate the sales of cars, agents to help the wild horse car companies to improve the speed of the occupation of overseas markets. So India agents can help companies reduce risk. But the Wildhorse Automobile Company's profits are low. Wildhorse Automobile Company need to bear the costs including agency fees, customs duties, transportation costs, and production and management costs. Wildhorse Automobile Company can reduce the profit toincrease sales. Increase in profits by increasing sales.3 ConclusionIn addition to the overseas market in Malaysia, I suggest the Wildhorse company to enter the overseas market in India by international dealers. Wildhorse automobile company through the investigation into the more successful entry into the overseas market, I hopes Wildhorse Company have a better future.4 Reference。
HND市场学outcome2
1Marketing is defined as a process of planning and implementing ideas, products, price and services, promoting and distributing products, in order to meet customers‟demand and make profits.The marketing concept consists of five import parts: production, product, selling, marking and societal marketing. It‟s an outside-in approach, while the product philosophy is an inside-out approach. Although they have something in common—both of them aim at making benefits for the business, their focuses are different.To the marketing concept, organizations must try their best to know well the needs, desires and wants of their customers, for their principle is “customer is god”. What‟more, they should more effectively integrate the marketing mix ,including product, place, promotion and price, than their competitors, so as to make their products and services better and better to satisfy these interests, then by promoting and advertising introduce goods to them, in returns consumers will be attracted to buy their goods to meet the interests of organizations.But product philosophy is most concerned about internal capacity, not customers. The definition of internal capacity is the ability to handle raw materials and the number of products that all permanent assets of the organization produce, which involves in the production in the planned period and in a given technical condition. To improve the internal capacity, produce goods of the highest quality at the lowest cost and make the largest profit is its purpose.2.The marketing mix includes four elements: product, price, promotion and place.The explanation of the product element of the marketing mix: in 1986 the range of products of Landed—a company of wooden toys aimed at the pre-school market, was greatly limited to wooden building bricks and jigsaws. Its products could only be sold to small toys shops. However, as the company developed, its range of products has quickly enlarged. But for its former products, it not on-ly added with dolls‟houses and wooded train sets, but also brought in “Country Cousins” books and a new range of pre-school books. The enrichment and diversity of its range of products made this company bigger and bigger.The explanation of the price element of the marketing mix: a correct pric ing policy, a reasonable price is very import in the market competition. For example, on the early 1990s, Landed was rapidly flourished, and the “Country Cousins”books were sold at a premium. But then in order to occupy the favorable position in the competition, the company had to reduce its high price to a competitive level. Now more and more competitors have attended to this market, so in order that it can ensure continued distribution, the company is setting about reducing the price lower.The explanation of the promotion element of the marketing mix: the promotion has many aspects, such as advertising, sales promotions, personal selling and direct marketing. The promotional team must come up with the best promotion policy. The “Country Cousins”books were not well sold by bookshops, so the company sold them to toy retailers.The explanation of the place element of the marketing mix: Landed met with a big opportunity and challenge—the Welsh language TV channel SC4 introduced an animated program describing an assortment of animal characters collectively known as the …Country Cousins‟.Fortunately, the company won the contract to make a limited range of merchandise featuring the characters, and the popularity of the series, and it gave it a considerable sale. Then the TV proposed a national airing and national launch. In order to continue the patronage, Landed‟s sales team decided to keep the friendly relationship with existing outlets. They concentrated at retailers and middlemen, connected with established clients for personal selling. Now they very value the advertisement among children.3..For a privately owned Sports Club, its elements of the marketing mix refer to the followings: product, price, promotion, place, people, process and physical evidence.First, the product of privately owned Sports Club is its service, which opposes to a common product. Services, unlike physical products, happen "on the spot" and customers like to know what to expect. The privately owned Sports Club offers service to customers, which is essentially intangible and does not result in ownership of anything. The Landed Toy Company products are goods.Second, price, as we know, price is one of the most flexible elements of the marketing mix. It will be affected by consumers, the trade and the competition. For example, if customers feel the price of the Sports Club is lower than others, most of them may choose this club, while the price of Landed Toys Company products changes with the situation they have in the market: set premium price (previous) ------cut the price (now) -----reducing price (future).Third, promotion is what a company say and do concerning products and services in order to persuade customers and markets to try them. The privately owned Sports Club not only uses advertising but communicates with customers to help them have a better understanding of the company. Landed Toys Company Landed did very little advertise at first, but now they use newspaper to promote its products originally.The next is place, which not only includes retail store, online shop but also the movement of goods. If you want to book the ticket of the club, you can buy in the club or online. Landed Toy Company sells its products through a number of intermediates, nowadays it carries out with the idea of mail order selling.Fifth, people are part of the offering service. If the customers are satisfied with your service, it may have a positive effect on the development of your company. Sixth, processes mean caring about the quality, reducing the queuing systems and service delivery to ensure consistency of service. At last, p hysical evidence is the “tangible” part of the service, like the facilities in the club.Different from a Landed company, which distributes its products to its customers,Sports Club always has to get its customers to come to it. Those who come to the sports club are pursuing high quality services, although its price is higher. Therefore, Sports Club usually has relatively affluent target market and local promotions meeting the local demands. In this way, it is principal for a sports club to choose a right location.4.The environment in which an organization exits can affect industry or the individual organizations. An internal environment is the systems of the company, the effectiveness of which to a great degree rests with its culture, including micro and macro environment, competition intermediaries, and suppliers stakeholders. A micro environment is all those factors which lie beyond the organization, and a successful organization is contributed by those in the microenvironment, for example, the company, the distributors, customers, competitors and public, however, the macro environment indicates the lager forces which affect the way in which an organization operates and over which the organization has little or no control. These can be known acronym PEST.With the changing environment, PEST is also changing: first, in the political aspect: as the international communication developing, it is not simply domestic politics which will have influence on marketing strategy. Second, economically, suppliers have become more and more, as a result, competition has become more and more fierce, this will influence costs, prices and demand. Third, changes and trends in the sociocultural environment bring forth significant challenges. People's basic beliefs, attitudes and values are shaped by the society in which they grow up. Forth, developments and breakthroughs in technology give birth to new products and sometimes new industries.Following factors may affect Landed: the declining birth rate, growing demand for more technological toys, increased affluence, growth in competition from larger competitors, growing dominance of larger retailers.For the sake of getting over these risks, altering marketing mix, the company introduced some new products to satisfy different market meets, drew into added value products at higher prices, developed higher profile promotions to compete with rivals, and used sales team to develop good relationship with retailers.。
HND市场学outcome_1_考题及参考答案
1 please describe the purpose and importance of marketing research to organisations.(expected response:approximately 200 words)Answering this question you'll be asked to interpret the meaning of marketing research first, then explain the importance of marketing research.An explaination of the importance of marketing research to include points such as: Definition of marketing researchReferenceMarketing research is a systematic, objective collection and analysis of data about a particular target market, competition, and other environment inluding internal and external environment. It always incorporates some form of data collection whether it be secondary research or primary research which is collected direct from a respondent.The marketing research aims at meeting the needs of its market where a company needs to understand its customers. With the change or development internal and external environment of company, the product market will varies from many factors such as customers' wants or demands.Since meeting consumers' needs is the basic commercial laws, and important for the company's survival and profits making, the company can do some efforts to create more customers' utilities (satisfaction) by marketing research. With the coming of the products' market growing and mature, the quantity of competitors increases, there is no more space available of prodcts' profits making. In order to survive, to keep the existing profit, or to increase the profit, company have motions to explore the potential markets by marketing reseach.2 expected response: approximately 300 words.(a)describe and distinguish between primary and secondary data.Reference :Primary data is the information collected for particular(specfic) purpose at hand. Secondary data exists somwhere, gathered for another purpose.The difference between the primary data and the secondary data can be listed as follows:Just as its name implies, primary data is the first hand information, while secondary data is the seond hand information. That is to say, primary data is field research which is gathered by an organisation for its own specific purpose. Seondary data is desk or library research which is gathered from the library and internal organisation, etc. So we can conclude that secondary data is started first, the more expensive, time-consuming primary research will be used only when missing information has to be collected by marketing research.Secondary data comes from both the internal database and information publicly available(marketing intelligence). While primary data can gathered from outside the organisation.There is the difference in the instrument of the two data. Primary data can gathered through survey . We can survey the targeting by mail, phone, or internet. It can collected through observation by ethnographic research, or sending its staff to observe. It also can gaghered information by focus group interivewing and by experimental research. While the secondary data can be sorted from public available information and internal information. the public available information may include government's report of industry, the news of competitors' website, the references form library, free industry research database, public limited company's information, etc.(b)idetify the advantages and disadvantages of using secondary data.AdvantagesReference:There are five main (key) advantages of secondary data. The fist, it is cheaper and can be obtained more quickly. The seond, Vast quantities of information covering a wide range of subjects are available. The third, since secondary data exists somewhere, it has already been analysed and processed. The fourth, organisations have gathered information over many years and trends and patterns can be identified so that the data is used because public receive it undoubtedly. The last, Governments produce statistics about markets and consumer habits, so if the change of environment can be neglected, the resources about markets can be used.The disadvantages of secondary data includes as follows:it is provided to pulic, so it can not provide specific information for a particular organisation, that is to say , the rivals possibly have the same accesses to gain the similiar information. It ages easily , so it is possibly out of date. Secondary data is not specially prepared for the specific problem of marketing, so the outcome maybe be biased.(c)identify different secondary soures which the organisation in the case study might use.Government statistics about social trends from the Annual Abstact ofStatistics.The financial accounts of rival company.Sales records from within the company to identify growing/declining areas.Newspaper articles about the latest toy crazes in America.Census figures which highlight population changes.Government statistics about the state of the economy.3 explain how the organisation in the case study might use different types of marketing research. Provide realistic and relevant examples of types of marketing research which the organisation could use to improve its current business situation.(expected 400 words)The company could carry out questionnaires in retail outlets, such as retailers and other middlemen by telephone, personal talk or online.the company could visit parent and toddler groups to observe how children play with toys.The company could invite pre-school children to play in the observation room exlusively bulit for research, the marketing managers could watch or observe the children's behavior by scanners or through the window outside the observation room.The company hire an well trained person who was good at marketing research to observe the parent and children's buying behaviors.The company could organise focus groups to discuss new products with groups of 10-12year olds. The company could create a flexbile and comfortabletalk/chat environment, start from an interesting topic so as to calm down the groups, then induct them to speak their true views on the exploration of the new product.The company could carry out the quesitonnaires to make sure the customers' buying preference and their habbits of buying toys , by this process, the company can gain some resources about the development of the new products for added customer market which can be described with 10-12year olds.The company could send out questionnaires to the toy buyers for exsitingproducts in different retail stores such as toy stores , super markets, etc. The contact methods are available which are mail, phone, personal talk, and online. Ifthe outlay for marketing research is enough , the suggested method is personal talk. Because this method is easy to control the quality of research.The company could organise focus groups to discuss exsiting products with groups of pre-school year olds. Since the customers' characteristic, the form of research maybe variable and flexible. Maybe playing games with them is available while carrying out research. By chatting with them, marketing managers or marketing researchers can know their needs for the toys.Since the industry is becoming even more competitive, gathering more secondary data of rival company's marketing activities is a quite right choice. We can analyse the rival companys' sales figures to see how they had adapted their product ranges. We can go to library for basic reference of rival company, we can gain the free data from the government statistics of industry, we can also gain the information of rival company on the internet ,especially on the rival company's website which includes formal information and informal information like BBS' news.For gathering more information of rival company, we can use the ethnographic research.we can hire a person specially trained for marketing research. The person will observe the buying behavior of their own consumers and rival companys' consumer, then analysis the difference between the two kinds of consumers. Finally give the different marketing strategy .The company could use secondary sources such as government statistics to identify changes in the market place.The company could gather information of book order of government for the primary scholar or pre-school children through the report of government 's work which can be received freely and through government authoritative website.。
HND 市场学 outcome2
1Marketing is defined as a process of planning and implementing ideas, products, price and services, promoting and distributing products, in order to meet customers’demand and make profits.The marketing concept consists of five import parts: production, product, selling, marking and societal marketing. It’s an outside-in approach, while the product philosophy is an inside-out approach. Although they have something in common—both of them aim at making benefits for the business, their focuses are different.To the marketing concept, organizations must try their best to know well the needs, desires and wants of their customers, for their principle is “customer is god”. What’more, they should more effectively integrate the marketing mix ,including product, place, promotion and price, than their competitors, so as to make their products and services better and better to satisfy these interests, then by promoting and advertising introduce goods to them, in returns consumers will be attracted to buy their goods to meet the interests of organizations.But product philosophy is most concerned about internal capacity, not customers. The definition of internal capacity is the ability to handle raw materials and the number of products that all permanent assets of the organization produce, which involves in the production in the planned period and in a given technical condition. To improve the internal capacity, produce goods of the highest quality at the lowest cost and make the largest profit is its purpose.2.The marketing mix includes four elements: product, price, promotion and place.The explanation of the product element of the marketing mix: in 1986 the range of products of Landed—a company of wooden toys aimed at the pre-school market, was greatly limited to wooden building bricks and jigsaws. Its products could only be sold to small toys shops. However, as the company developed, its range of products has quickly enlarged. But for its former products, it not on-ly added with dolls’houses and wooded train sets, but also brought in “Country Cousins” books and a new range of pre-school books. The enrichment and diversity of its range of products made this company bigger and bigger.The explanation of the price element of the marketing mix: a correct pricing policy, a reasonable price is very import in the market competition. For example, on the early 1990s, Landed was rapidly flourished, and the “Country Cousins”books were sold at a premium. But then in order to occupy the favorable position in the competition, the company had to reduce its high price to a competitive level. Now more and more competitors have attended to this market, so in order that it can ensure continued distribution, the company is setting about reducing the price lower.The explanation of the promotion element of the marketing mix: the promotion has many aspects, such as advertising, sales promotions, personal selling and direct marketing. The promotional team must come up with the best promotion policy. The “Country Cousins”books were not well sold by bookshops, so the company sold them to toy retailers.The explanation of the place element of the marketing mix: Landed met with a big opportunity and challenge—the Welsh language TV channel SC4 introduced an animated program describing an assortment of animal characters collectively known as the ‘Country Cousins’.Fortunately, the company won the contract to make a limited range of merchandise featuring the characters, and the popularity of the series, and it gave it a considerable sale. Then the TV proposed a national airing and national launch. In order to continue the patronage, Landed’s sales team decided to keep the friendly relationship with existing outlets. They concentrated at retailers and middlemen, connected with established clients for personal selling. Now they very value the advertisement among children.3..For a privately owned Sports Club, its elements of the marketing mix refer to the followings: product, price, promotion, place, people, process and physical evidence.First, the product of privately owned Sports Club is its service, which opposes to a common product. Services, unlike physical products, happen "on the spot" and customers like to know what to expect. The privately owned Sports Club offers service to customers, which is essentially intangible and does not result in ownership of anything. The Landed Toy Company products are goods.Second, price, as we know, price is one of the most flexible elements of the marketing mix. It will be affected by consumers, the trade and the competition. For example, if customers feel the price of the Sports Club is lower than others, most of them may choose this club, while the price of Landed Toys Company products changes with the situation they have in the market: set premium price (previous) ------cut the price (now) -----reducing price (future).Third, promotion is what a company say and do concerning products and services in order to persuade customers and markets to try them. The privately owned Sports Club not only uses advertising but communicates with customers to help them have a better understanding of the company. Landed Toys Company Landed did very little advertise at first, but now they use newspaper to promote its products originally.The next is place, which not only includes retail store, online shop but also the movement of goods. If you want to book the ticket of the club, you can buy in the club or online. Landed Toy Company sells its products through a number of intermediates, nowadays it carries out with the idea of mail order selling.Fifth, people are part of the offering service. If the customers are satisfied with your service, it may have a positive effect on the development of your company. Sixth, processes mean caring about the quality, reducing the queuing systems and service delivery to ensure consistency of service. At last, p hysical evidence is the “tangible” part of the service, like the facilities in the club.Different from a Landed company, which distributes its products to its customers,Sports Club always has to get its customers to come to it. Those who come to the sports club are pursuing high quality services, although its price is higher. Therefore, Sports Club usually has relatively affluent target market and local promotions meeting the local demands. In this way, it is principal for a sports club to choose a right location.4.The environment in which an organization exits can affect industry or the individual organizations. An internal environment is the systems of the company, the effectiveness of which to a great degree rests with its culture, including micro and macro environment, competition intermediaries, and suppliers stakeholders. A micro environment is all those factors which lie beyond the organization, and a successful organization is contributed by those in the microenvironment, for example, the company, the distributors, customers, competitors and public, however, the macro environment indicates the lager forces which affect the way in which an organization operates and over which the organization has little or no control. These can be known acronym PEST.With the changing environment, PEST is also changing: first, in the political aspect: as the international communication developing, it is not simply domestic politics which will have influence on marketing strategy. Second, economically, suppliers have become more and more, as a result, competition has become more and more fierce, this will influence costs, prices and demand. Third, changes and trends in the sociocultural environment bring forth significant challenges. People's basic beliefs, attitudes and values are shaped by the society in which they grow up. Forth, developments and breakthroughs in technology give birth to new products and sometimes new industries.Following factors may affect Landed: the declining birth rate, growing demand for more technological toys, increased affluence, growth in competition from larger competitors, growing dominance of larger retailers.For the sake of getting over these risks, altering marketing mix, the company introduced some new products to satisfy different market meets, drew into added value products at higher prices, developed higher profile promotions to compete with rivals, and used sales team to develop good relationship with retailers.。
HND市场营销报告outcome(可打印修改)
Outcome10 If you need more report of HND, please come to Wonder(App.) to find me.1 Identify three key characteristics of the marketing concept.The first is to fully understand customer's needs and market, and formulate customer-oriented marketing strategy. Firstly, companies should investigate customers and markets, and then process market and customer information. These will determine the customers they want to serve, which means the target market and how they can better serve, which means their value orientation. When a company decides who they serve, it will find the target market by segmenting the market and targeting the level, time and nature of customer demand. Then they differentiated and found their place in the market.The second is to establish a complete market plan to provide customers with better value. We should pay attention to the following four aspects about how to provide better value for customers. First, the company designs products and services, such as product diversity, quality, brand name, packaging, etc., to bring strong brands to customers. In terms of price, companies need to create real value. In terms of promotion, the company can carry out advertising, personnel sales, price promotion and so on. There are many distribution channels and supply chains in the local area.The third is to establish profitable relationships with customers and maintain customer satisfaction. The toy company should establish a good and solid relationship with the selected customers in order to achieve continuous benefits. In managing partnerships, companies should also build strong relationships with their partners.2 Explain and give examples of key factors influencing the micro and macro environment of Day Dream Toys.In the micro environment, the factors that affect the company's customer service usually include the company, competitors, suppliers, customer markets, the public and marketing intermediaries. There are more than 1000 senior managers, financial personnel, purchasing personnel, R&D personnel, accountants, operators and so on. These organic and related combinations together form the internal environment. The whole company should cooperate with the marketing department and take the market as the leading factor. Just as the company has formulated a series of limited wooden toys for preschool education, this is the demand of their target customers. The whole company should understand and create value. For companies, their competitors are the other toymakers. Over the years, they have been always looking for their place. And they finally find their customer market is mainly dominated by kids. And they slowly expands their product portfolio and have the five-to-eight-year-old market.Suppliers play an important role in providing value to value customers. They will provide resources for the company's products and services.Distributors help companies sell their products to customers. This is a very important link. In this case, "daydream" can only be sold through small toy stores, so it has been trying to get large chains to store their goods. After buying their goods in a large department store, it turned out to be profitable and helped them go public.In the macro environment, it may be influenced by the larger factors which include demographic, economic, natural, technological, political, and cultural forces.Technological environment will bring companies both opportunities and challenges. If they fail to follow technological changes, they will let the chances of new products and marketing slip. Under the conditions of the continuous development of new digital technology, Daydream Company should also make corresponding adjustments. It can launch products that are more in line with the technical background to gain the attention of the public and obtain marketing opportunities. At the same time, Daydream can use more advanced digital media technology to promote their products and open the market.Environmental sustainability issues in the past thirty years of steady growth. The natural environment presents three major trends: some shortage of raw materials, pollution levels rise and the government intervention to increase the intensity of natural resource management. For Daydream, it should select green and recyclable materials for the selection of products. It can also cooperate with environmental protection agencies to launch a series of toys which has the images of protecting the earth’s resources, and add the promotional content of environmental protection knowledge to the product promotion. And the price can be priced based on the degree of deficiencies in the resources that the product represents.3 Explain why market research and the information gathered are important to an organisation like Day Dream Toys.Marketing research can be defined as the systematic design, collection, analysis, and reporting of data relevant to a special marketing situation facing an organization. Secondary research is divided into internal method and external method. The internal sources includes average order cost, sale history, distribution outlet, etc. The external sources includes the journals, government websites, libraries, newspapers, etc.Primary research, also known as research using primary sources, is the method which uses the direct data and resources. Primary research can also be further divided into qualitative and quantitative research.Through the market research, the research information can help Day Dream Toys stay in touch with customers’ changing attitudes and purchase patterns and in a timely to adjust to satisfy customers demand. It can assists Day Dream Toys in better understanding market opportunities and determines the feasibility of a particular marketing strategy. It can also help the Day Dream Toys in the development of marketing mixes and match the needs of customers. And it improves Day Dream Toys marketer’s ability to make decision. Market information is the effective way to improve Day Dream Toys benefit, and can also lower the risks.4 Explain how Day Dream Toys might collect and use market research information. Include one quantitative and one qualitative research technique in your response.The Day Dream Toys through the primary research and secondary research to obtain information, the method of primary research have qualitative and quantitative.Qualitative research concerns the gathering of information which can be interpreted in a number of ways. This type of research does not need a strict design plan before it begins. However, Qualitative research of a study using qualitative research is heavily involved in the process, which gives the researcher a subjective view of the study and its participants. When the Day Dream Toys has just founded, it can using the method of group discussions to collect information about new product development, because this method can produce more information, and usually not statistical-more opinions and individuals’ thought.Quantitative research allows the researcher to measure and analyze data. The relationship between an independent variable is studied in detail. Researcher is more objective about the findings of the research. But, the main disadvantage of quantitative research is the context of study or experiment is ignored. The main research techniques include experimental research and surveys. It can use the method of survey to collect information, preference on different kind of drinks.Day Dream Toys can through the telephone survey to obtain information, because this method is fast, low cost, high response rates, and wide range. Because the information is high value, Day Dream Toys can quickly know customer’s demand for toys, and formulate the corresponding strategy. Besides, Day Dream Toys can also know details by conducting questionnaire online.5 Explain the process of market segmentation and targeting, and the benefits of segmentation and targeting to Day Dream Toys.There are many types of customers and products in the market and the composition of demand, so customers in the market should be grouped according to various standards and methods, such as geography and population preference psychology, in order to provide services. This process is called market segmentation.The marketing department divides these into different groups, chooses the group that can bring them the greatest value, and then designs products and services for this group to meet their wishes and needs. This is the choice of the target market.Firstly, organizations should understand the basis of market segmentation, the similarities and differences of customer needs, and how to make better use of the limited resources of enterprises. Understand that people living in similar geographical location, cultural value and social background inevitably have the same or similar tendencies in some products, but different ages and individuals will bring different needs to everyone. Therefore, if an enterprise wants to stand out, it must make full use of all resources, find the most valuable target market and increase its competitive advantage.Market segmentation can be divided into the following steps. The first step of market segmentation is to select the market scope of products. On this basis, the corresponding market development strategy is formulated. The second step is to list the needs of potential customers. We can list the factors that affect customers' buying behavior and product market from the aspects of population, geography, psychology and so on. Thirdly, organizations should analyze the different needs of potential customers. The company can analyze and evaluate the demand variables of different potential customers by sampling survey method to understand the common needs of customers. The fourth step is to investigate the market and customers according to their own business conditions, and ultimately select valuable markets and formulate relevant effective marketing strategies.For example, by market segmentation, Day Dream Toys found its own market and established it as a pre-school education toy market. Initially, the product range is simple wooden toys, extending to spicy baby and wooden train suits, and then continue to expand to determine their own 5-8 year-old children's market. Because its clear market positioning provides a clear direction for the company's development, and is committed to safe, high-quality toys, in order to maintain a certain turnover, establish a safe, green, high-quality product image, customer satisfaction has been improved, market opportunities have been opened up. It is precisely because of thisclear market positioning that the company concentrates human and material resources to develop the "rural cousin series" and has achieved great success. There are three ways to determine the market target, namely, subdividing attraction, business strength and selecting subdividing market. Whether there are differentiated marketing, differentiated marketing and centralized marketing. Through differentiated marketing and centralized marketing to provide customers with daydream toys. They focus on making bears and other animals for children, making more than 40 different styles and types.Outcome 21 Explain marketing theory in relation to each of the 4Ps. Explain the factorsthat would influence each element of the Marketing Mix(4Ps) for Day Dream Toy Company.Marketing mix means the set of tactical marketing tools-product, price, place, and promotion-that the firm blends to produce the response to wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for its product. The main purpose of marketing is to meet the needs of consumers.Products are anything that can be offered to the market to attract attention, acquire, use or consume, possibly meeting needs or needs. It includes objects, services, people, places, organizations and ideas. Product portfolio refers to all products that an organization provides to its customers. In this case the company originally produced a limited range of wooden toys for the market of preschool students. After the series of "Country Relatives" animated dramas aired, daydream toys company launched the series. Daydream toys, the only series of products, have good compatibility, consistency and continuity. Then, this series of products continued to expand to include wooden characters, lovely characters, wooden game houses and landscapes, a series of 30 "country relatives" storybooks and so on. In addition to the Country Cousins series, daydream toys also produce traditional wooden puzzles, wood brakes, wooden blocks and various other wooden toys for the pre-school market. However, the production of "own brand" products may lead to a reduction in demand for daytime dream brand products, so other alternatives to the company's product mix include the introduction of larger toys such as payment rooms, climbing frames and slides. To meet the changing needs of the market, the company launched a series of new pre-school books, such as Dolphin Dolly series, and developed a series of new self-study books.Pricing strategy mainly refers to the combination and application of controllable factors such as basic price, discount price, allowance, payment term, commercial credit, pricing methods and pricing techniques related to pricing. Reasonable pricing helps customers distinguish between products and competitive brands, and guides marketers to evaluate the importance of price to consumers. It is also a combination of product price and quality attributes. Common pricing methods include penetration pricing, competitive pricing, restrictive pricing, cost plus pricing, skimming pricing, etc. For example, the company used price skimming. They gained exclusive rights to produce "country cousins" dolls, so they set higher prices when the products just entered the market. But since then, there has been competition for similar products. In order to maintain sales, the company had to lower its price.Place mainly refers to the combination and application of controllable factors such as channel coverage, commodity circulation links, middlemen, network settings, storage and transportation. At first, the company no longer fantasized that it would not be accepted by any large chain store, but began to play with the idea of mail-order sales. But it didn't succeed. As business continues to expand, daydream acquired a plush doll manufacturer. Distribution channel is one of the four elements of marketing mix. Distribution is a process in which consumers or business users use or consume products or services, using direct or indirect means through intermediaries. There are three types of distribution agencies - wholesalers, retailers and sales agents. Daydream Toys Co., Ltd. works with retailers and toy companies to show products to potential buyers, negotiate prices, and complete sales and after-sales services.Promotion refers to the activity of conveying the advantages of the product and persuading the target customers to buy the product. The main marketing methodsinclude advertising, promotion, public relations, personal sales, direct and digital marketing. For example, daydream company put forward the idea of mail-order sales, through newspaper mail-order sales to a certain extent to promote its safe, green, high-quality brand, which belongs to direct and digital marketing. But it has not achieved good results. So they began to adopt the method of advertising and publicity. The cooperation with rural cousins was based on the popularity of rural cousins animation. They began to cooperate with rural cousins. Animation plays are equivalent to advertising their toys. Salesmen also maintain good relations with their retailers. They will be promoted in time to ensure continued sponsorship.2 Explain the importance of the following in the marketing of services:(a) Process(b) People(c) Physical evidenceProcess means focusing on quality and quality control needed to ensure service consistency. This is a key factor in the marketing mix. Service is different from physical products, and takes place "on the spot". Customers like to know what will happen. Examples include the process of reducing waiting for system and service delivery. So there must be a leader in health and Beauty Spa. Therefore, process is very important in marketing strategy.People play an important role in providing services. Customer satisfaction is intrinsically linked to service providers. Everyone is directly or indirectly involved in the consumption process. For example, health and beauty SPA has stimulated the enthusiasm of employees to meet the needs of customers. If the customer is satisfiedwith your service, it may have a positive impact on the development of your company. For health and beauty SPA, the assistant's attitude may affect the customer. Therefore, people are very important in marketing strategy.Physical evidence is a tangible part of marketing service and can be seen and touched objectively. It resembles the luxurious and comfortable interior decoration of a health salon, including tables, chairs, beds, lamps, containers, tableware, wall materials, uniforms worn by the staff and so on. These gorgeous decorations will bring excellent experience and enjoyment to customers, making them feel that the store has brought them more brand and product value, and they are more willing to establish a good and solid relationship with it.3 Explain how Day Dream Toys might adapt their marketing max in response to three changing market conditions.When conducting market research, it is more convenient to obtain all kinds of information from all over the world and establish customer database. They can use more accurate and effective analysis tools to analyze the data they get. Then, managers will make more accurate decisions, so as to make their own precise target market. At the same time, the company uses the Internet media, which spreads very fast, to promote its products and to put its advertisements on the website through a lot of clicks. We should also use the convenient network for online sales, so as to realize the direct transfer from manufacturers to consumers. Cultural changes also have an impact on the company. So, Day Dream Toys can launch products with local cultural characteristics according to different regional cultures. In terms of promotion, it can add the introduction of the inspirational cultural source and local cultural characteristics of the product, which will be attractive.A country's economic decline means that every citizen will have less disposable capital. At the times of economic recession, daydream toys must reduce their production and change their pricing strategy to lower prices. When the economy is booming, daydream toys should increase production and change their pricing strategy to higher prices.。
HND 市场学导论 Outcome2
HNDDefine the term marketing, and explain the marketing concept. Compare and contrast the marketing concept with the ‘product philosophy’.The definition of Marketing is 'Selling goods that don't come back to customers who do - at a profit which satisfies shareholders - using means which satisfy other stakeholdersThere are five recognized orientation to business which are called marketing concepts, they are1.Production,2.Product,3.Selling4.Marketing5.Societal Marketing.The marketing concept can be described as outside-in approach and others can be described as inside-out approach. Firstly, we should go out to do market research and finds out what the customers’ needs and wants are, and then we research and develop new products in order to satisfy the customers, whilst we offer the right marketing mix of product, place, price and promotion, the customers get satisfied eventually. The organization should offer a set of satisfying product in acceptable price to customers accompanying popularization activities. Then, through marketing concept to motivate customers buy goods.Organization with this view of business recognize that key to success lies in finding out who its customers are and what they want, then finding a profitable way of satisfying those wants more successfully than their competitors.页脚内容1The marketing concept encourages organization to focus on the market, be orientated to the customer, co-ordinate all the business functions to serve the identified needs of the customer and therefore produce profits.Compare and contrast to the marketing concept with the ‘product philosophy’.The marketing concept aimed at what marketers should do in marketing and customer needs, wants and demands. About the marketing concept, it is a method that focusing on promotion. We will advertise through media and choose locations to do promotion in order to excite customers’ purchase desire, besides that, the skilful salespersons should be employed, and then sale the products to consumers through using aggressive selling techniques.The product philosophy is talking about the customers’ favor product which should be designed and produced by focusing on the highest quality and technologically advanced features instead of the needs. We must reduce the costs of products and let them be available ubiquitously, anytime and in large volumes.2. Identify the elements of the marketing mix and explain each element in terms of the organization in the case study. Your answer must include an explanation of the product life cycle and yo u should match the organization’s main ranges of products to their positions on the product life cycle.Marketing mix1.Product2.Price3.Place页脚内容24.PromotionCase studyProductndel in 1986 — produced a limited range of wooden toys aimed at the pre-school market.2.Its range of products was originally limited to wooden building bricks, simple wooden jigsaws and alimited selection of wooden animals.3.As the company became more established, the product range was expanded to include dolls’ houses andwooden train sets.4.In the early days the company sold through small, independent toys shops, and it slowly expanded itsproduct portfolio to include a range for the 5–8 year old market.5.At the same time, the company also introduced ‘Country Cousins’ books and to this end, i t acquired an ailingpublishing company in Exeter.6.The range currently includes wooden figures, cuddly figures, wooden play houses and scenery, a series ofthirty ‘Country Cousins’ story books, a ‘Country Cousins’ Annual which has been produced each year s ince 1986, ‘Country Cousins’ stationery, pencil cases, note pads, cards etc, and ‘Country Cousins’ toiletries, including soap, shampoos, sponges, bath salts etc.7.In addition to the ‘Country Cousins’ range, Landel still produces its traditional wooden jigsa ws, woodenanimals, wooden building blocks and various other wooden toys aimed at the pre-school market.8.Has now been adapted to produce a range of more than forty different styles and types of bears and othercreatures. Many of these are ‘own label’ produ cts for Toys stores.页脚内容39.Other alterations to the product mix include the introduction of larger toys such as play houses, climbingframes and slides.10. A new series of pre-school books has been produced, including a range called ‘Dolly the Dolphin’ for whichthe company has high expectations.11. A new range of self-reading books has also been developed.Price1.Along with the decline in demand, the company has had to change its pricing policies. During the boomperiod of the early 1990s, the price of the ‘Country Cousins’ range was set at a premium, but in order to maintain sales, the company was forced to reduce price to a much more competitive level.2.On occasions this patronage has been hard won, and in recent years has involved more and moreprice-cutting to ensure that the existing stores continue to stock Landel’s range.ndel is selling to the middlemen at a considerably reduced pricePlace1.Disenchanted by its inability to become accepted by any of the larger chains, the company toyed with theidea of mail order selling.2.The books were sold principally through toy shops and department stores as part of the overall ‘CountryCousins’ package, and by concentrating on its established toy retailers rather than bookshopsPromotion1. A catalogue was produced and distributed through some of the leading Sunday newspapers,页脚内容42.The company’s big break, however, came when the Welsh language TV channel SC4 introduced an animated series featuring an assortment of animal characters collectively known as the ‘Country Cousins’. Against fierce competition, Landel won the contract to make a limited range of merchandise featuring the characters, and the popularity of the series resulted in sales which were way beyond Landel’s most optimistic expectations.3.Following the success of ‘Country Cousins’, ITV decided to give the series national airing, and in the lead up to the national launch,4.The company’s 30-strong sales team has been charged with the responsibility of maintaining good relations with existing outlets to ensure their continued patronage.5.In addition to this publicity, the company’s promotional effort had been principally aimed at retailers and other middlemen, and this had primarily involved personal selling through the sales team making regular visits to established clients. And in recent years this has been supplemented by advertising in children’s comics and magazines, and by a limited amount of advertising on Children’s TV, particularly in the run up to Christmas each year.Development: with the help of market research new products are designed. This is the most risky and页脚内容5expensive stage where the costs of research and technical development are incurred but not sales revenue is being earned.The ‘Country Cousins’ series toys were product at beginning. The price has a peak in late 1980s. It bring foothold for the company in the market.Introduction: once it has been developed, the product is advertised and brought to market for sale. Profits may be low since development costs have to be recovered.The sale of ‘Country Cousins’ were decreased. So the company put out series other products about it. ‘Country Cousins’ stationery, pencil cases, note pads, cards etc, and ‘Country Cousins’ toiletries, including soap, shampoos, sponges, bath salts etc.Growth: if the product is successful sales and the profit contribution will increase rapidly but competitors may well be attracted into the marketplace.Maturity: once established in a market the sales of a product do not grow rapidly. Competition is now fierce and profit level off as a result.Saturation: in times sales stop increasing, leading to……Decline: eventually competition and other new products are likely to result in falling sakes and profits. If this continues, the product may be withdrawn form the market.The ‘Country Cousins’ was dropped by ITV; the Landel Toys Company has had to change it pricing policies to save these programmers.3 Explain each element of the marketing mix for a privately owned Sports Club, or Health and Beauty Spa, and describe how each element will differ from that of the organization in the case study.页脚内容6ProductPrice1PromotionPlacePeopleProcessPhysical EvidenceThe elements of marketing mix for a privately owned service firm can include the followings: price, place, promotion, product, people, process, physical evidence. The elements of marketing mix for the organization in the case study should include only 4P.For example, Hainan airline.For the South airline of China,The product is service of transportation. Service is the activity or benefit that one party can offer to another which is essentially intangible and does not result in ownership of anything. The South airline of China offers the transportation and service in traveling.The Landel Toy Company products are goods.Price is one of the most flexible elements of the marketing mix. Pricing is a very comparative business; it will be页脚内容7affected by consumers, the trade and the competition. For example, if customers feel the ticket price of South airline of China is lower than others; most of them may choose this airline.Landel Toys Company products price change belongs to the situation they have in the market. At the products stay in development, the price will highest. When the products price near by decline, the company needs to cut down their product price to maintain their situation in market.Promotion is concerned with communication information concerning products and services and trying to persuade customers and markets to try them. South airline of China not only uses advertising but communicates with passengers to help them have a better understanding of the company.Landel Toys Company uses newspaper to promote its products originally. When it product the ‘Country Cousins’ they use the TV program to introduce its products to the public.The next is place, which not only includes retail store, online shop but also the movement of goods. If you want to book the ticket of South airline of China, you can buy online or flight ticket selling.Landel Toy Company toyed with the idea of mail order selling.People play an important role in offering service; the customers’ satisfaction is intrinsically linked to the service provider. For the airline, the flight assistant’s attitude may have an effect on the customers.Processes involve looking at the quality controls that need to be in place to ensure consistency of service. Services, unlike physical products, happen "on the spot" and customers like to know what to expect. Examples include页脚内容8processes to reduce the queuing systems and service delivery. So there must be a leader during the flight. Physical evidence is the “tangible” part of the service, like the décor inside the plane.For the South airline of China, the product is service of transportation. Service is the activity or benefit that one party can offer to another which is essentially intangible and does not result in ownership of anything. The South airline of China offers the transportation and service in traveling. Price is one of the most flexible elements of the marketing mix. Pricing is a very comparative business; it will be affected by consumers, the trade and the competition. For example, if customers feel the ticket price of South airline of China is lower than others; most of them may choose this airline. Promotion is concerned with communication information concerning products and services and trying to persuade customers and markets to try them. South airline of China not only uses advertising but communicates with passengers to help them have a better understanding of the company. the next is price, which not only includes retail store, online shop but also the movement of goods. If you want to book the ticket of South airline of China, you can buy online or flight ticket selling.The differences between 4Ps and 7Ps are as follows. People play an important role in offering service; the customers’ satisfaction is intrinsically linked to the service provider. For the airline, the flight assistant’s attitude may have an effect on the customers. Processes involve looking at the quality controls that need to be in place to ensure consistency of service. So there must be a leader during the flight. Physical evidence is the “tangible” part of the service, like the décor inside the plane.4. Describe at least three possible changes which could occur in the business environment, and explain how the organization in the case study might alter its marketing mix in anticipation of, or in response to these changes. Organizations exist with an environment which can influence the industry or the individual organizations. An页脚内容9internal environment is in the company which is generally called systems, the effectiveness of which largely depends on the corporate culture of the organization. And there is a micro environment that comprises all those factors which lie outside the organization boundaries. The success of an organization is affected directly by those in the microenvironment, namely the company, the distributors, customers, competitors and public. And the macro environment consists of the lager forces which affect the way in which an organization operates and over which the organization has little or no control. These can be known as the acronym PEST. PEST standing for: Political/Legal: it is not simply domestic politics which will impact on marketing strategy. Economic: some of the factors of potentially major concern to marketing management because they, in turn, influence costs, prices and demand. Sociocultural (including demographics): Changes and trends in the sociocultural environment present significant challenges. People's basic beliefs, attitudes and values are shaped by the society in which they grow up. Technological: Developments and breakthroughs in technology are the basis for new products and sometimes new industries. It is also affects how a business will run.Factors which may affect Landle: the declining birth rate, growing demand for more technological toys, increased affluence, growth in competition from larger competitors, growing dominance of larger retailers.The company introduced new range of products for aimed at alternative market segments, produce high-Tec versions of existing products, introduce added value products at higher prices, develops higher profile promotions to compete with rivals, use sales team to develop relations with retailers.组织存在的环境，能够影响的行业或个别组织。
HND市场学导论outcome
H N D市场学导论o u t c o m eDocument serial number【NL89WT-NY98YT-NC8CB-NNUUT-NUT108】The report of marketing about Trusty-Land Food Candidate Name:Candidate Class:Candidate SCN:World count:Table of contentsIntroduction:This report uses Service Marketing Mix to analysis of the Trusty-Land Food Company. Service Marketing Mix is composes of 7 Ps. I uses product, price, promotion, place to analyze the Trusty-Land Food Company. I uses people, process, and physical evidence to analyze the barber shop. Assuming Trusty-Land Food Company’s marketing environment be change.Findings:Product:Product can be offered to a market for attention, acquisition and use or consumption that might satisfy a want or need. The product includes physical objects, services, persons, places, organizations and ideas.The Trusty-Land Food Company’s products is tangible product. The channels oftangible product.Three different levels of product, the three levels includes core product tangible product. Meet is the core product of Trusty-Land Food Company. Meet provides protein to person and meet also improve quality of life.Product lineProducts are closely related and they function in a similar manager so the product needs a product line. Product line is benefit for sold to the same types of outlet or fall within given price ranges. Trusty-Land Food Company can take the red meet and white meet divided into two kinds of production line. The two kinds of productionline can improve the production efficiency.Trusty-Land Company’s product line from less to more. The product become more the reasons includes the enterprise competiveness and to attract more customer and increase sales.Product MixProduct mix is the total sum of all the products and variants offered by an organization. The production line’s width is two, because the product lines products two kinds of meets. The meets include white meet and red meet.Product life cycle“Kitty Doggy” product life cycle“Kitty Doggy” in the growth period. During this period, this brand of pet food is increase sales, launch new products and opponents appear. I suggests that “Kitty Doggy” keep pet f ood quality and “K itty Doggy” mast focuses on the opponent tofind ways to increases market share.PriceThe smart pricing is amount of many charged a product or service or sum of the values that consumers exchange for the benefits of having or using the product or service.The advantage of smart pricing is ensure sales but inaccurate pricing to harm the company such as underpriced close not back to the cost so the Trusty-Land Food Company mast take the smart pricing in product.Government policy, Organization objective, Channels of Distribution, Cost, and Weather is factors that affect pricing.Government policy: Government policy affects the pricing. Government’s new dietary guidelines is recommend people to eat white meat so red meat sales will be decline and white meat sales rise. Trusty-Land Food Company in order to maintain sales of red meat so red meat be suitable reduced price. Red meat sales rise so red meat be take a appropriate price.Cost: Trusty-Land Food Company has a lot of distributors throughout the country. Meat products need fresh so meat in the process of transportation need keep fresh that increase the cost. The company in order to profit so meet rise in price.General Pricing ApproachPenetration Pricing: Trusty-Land Food company’s “Kitty Doggy’’ in the growth period so penetration pricing for pet food can attracts more customer that can increase sales. Penetration pricing can help “Kitty Doggy’’ gain more market share and to promote “Kitty Doggy’’Competitive pricing: Trusty-Land Food Company focuses of the opponents that can help Trusty-land upon them opponents. Trusty-Land Company focuses on opponents that can help company win the price war and keep Trusty-Land Food Company’s d ominance PromotionPromotion is kinds of a activities. Promotes product or service and its merits to target customers and persuade them to buy.The main promotional tools available to market have five types that is advertising sales promotion, public relations, personal selling and direct marketing.AdvertisingAdvertising can highlight the product features and improve visibility. Trusty-land Food company through newspaper and street poster to attention customer to know company’s name. Trusty-Land Food Company through TV commercials to position thecompany. This tuned is success, TV commercial bring sales revue increased by 34% that can expand market share.Direct Marketing: Trusty-Land Food Company has its own retail groups so Trusty-Land Food Company can reduce the middleman. The middleman is getting less the company make a good price and good supplier for company’s customers that can help company improve market share.Personal Selling：Trusty-Land Food Company has a sales team the sales team to persuade customer to purchases and stock company’s product. Personal selling can improve product and increase customer purchases and contacts. Sales team can help company improve the product sales.Identification of target audience, Legal political factor. Technology factor and budget setting this four types influence the setting of the promotional mix. Identification of target audience：Customers has different demand and tastes differ with people so Trusty-Land Food Company mast identification of target audience to promotes differed products. The “Health Meat” is a good example “Health Meat”lies in their convenience and fast time. “Health Meat” suitable for fast rhythm of life that can increase salesBudget Setting: The amount of the budget effect promotion. If the Trough-Land Food have more bridge the advertising coverage is broad. The appropriate budget setting to improves the company reputation.PlacePlaces means all the company activities that make the product or services available to target customers.Tangible product’s place is distribution partner. Intangible product’s place is enterprise located or provides the service place.Wholesalers: Trusty-Land Food Company’s Pro ducts were sold to regional grocery chains and national and regional gory, wholesalers that is Wholesalers.Retailers: Seven Eleven is a retailer, Seven Eleven sales food-branded of Trusty-Land food Company. Large grocery stores and supermarkets purchase from Trusty-Land Food Company and that grocery market meat products under Trusty-Land Food Company’s Logo.The benefits of distributors to Trusty-Land Food Company Distributors for the company to reduce inventory and accelerate product circulation speed. Distribution business enterprise to increase visibility and to increase market share. Distributors to help business increase sales reduce the pressure distribution, increase profits bring convenience to clientsBuying behavior, Budget Product itself and Organizational Objective are affect choose marketers.Organizational Objective: Trusty-Land Food take “Kitty Doggy” become the leader brand. Intensive distribution consider revising the market share so organizational objective good for distributors.Buying behavior: Marketers to adopt to the consumer habits. Marketers cooperate with supermarkets or markets and impossible and book stores and flower of cooperation Services MarketingA service is any act or performance that one party can offer to anther that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product. Characteristics of services is variability, perishability, inseparability and intangibility.Barbershop is three more than Trusty-Land Food Company. The three types is people, processes and physical evidence.PeoplePeople: People at services marketing is service provider. For example, people in the barber shop’s hairdresser and cashier. H airdresser giving a haircut to customer and wash hair, cashier responsible for the money. The hairdressers and cashier given the customer’s service is in tangibility and inseparability. H airdresser and cashier should have better attitude and high service qualityProcessesProcesses: Process involves looking at the quality controls that need to be in place to ensure consistency of service. Customers into the barber shop. Barber to customers shampoo, haircut, and the barber to meet customer requirements, shampoo, cashier money, and finally the customer away. Process services emphasize consistency andeffectiveness of the service. Different customers in the same service get the same level of service is uniform. Within a period of time to complete the service.Physical EvidencePhysical Evidence: Physical evidence is the “tangible” part of the service. Barbershop’s wardrobe and shampoo are all belong to the physical evidence. Physical evidence to help hairdressers to complete the service. Physical evidence also help customers evaluate service. If the customer is not satisfied with the physical evidence. Good physical evidence to make customer satisfaction increases.Change of marketing environmentSuppose company supplies meat to a city, but the city's Muslim believer’s population increases. The company can uses 4P’s product so company p rinted on product packaging halal logo and Muslim followers of the urban population accounted for the ratio becomes large. So the company provides a small amount of pork to the city and the company offers other types of meat to the city, to meet the needs of Muslim believers. Suppose an increase in the elderly population in the community. The company can use4P’s price from company to resolve. Because elderly people are concerned about the price. The company and retailers cooperate elderly to buy meat the retailers gave elderly seven fold. Improve the company reputation and boost sales.Suppose the emergence of bird flu in society. The company uses 4P’s product. The company mast pay attention to product quality and the company to do a good job of inspection and quarantine. Using the media to promote our products are safe and maintain our company's sales.Conclusion:The Trusty-Land Food Company encountered different changes in environment in the development process. I hope my countermeasures can help Trusty-Land Food Company. Finally wish Trusty-Land Food Company gets long-term development.Reference:Wang Huihong, WANG Jing, 2013, SQA Unit Student Guide on Marketing: An Introduction, China Modern Economic Publishing House.Kotler Philip, Wong Veronica, Saunders John, Armstrong Gary, 2005, Principles of Marketing 4th European Edition, Prentice Hall.。
HND经济学outcome1及问题翻译
SteamScot是一家在苏格兰提供蒸汽火车之旅的私有的铁路公司。
目前他们在苏格兰运作三个具体的铁路旅行。
这些旅行是针对旅游市场并贯穿夏季。
大约70%的旅客是国内游客与其他30%的海外游客。
过去十年来，公司一直相当盈利,借助各种助学金,他们正考虑扩大业务。
然而,它也意识到在未来五年内主要检修的资本存量以及大修必须实行。
这正是该公司董事会面对的进退两难的局面。
预计在明年将有250万英镑。
这笔钱可以用来打开一条威廉堡,或因弗内斯之间的新路线,或对其当前的路线开展维修、更换计划。
最近的一份报告强调以下恐怖威胁,预计在未来三年内来自美国的参观者下降,但欧洲的游客可能会增加欧元上升趋势。
它还希望访问苏格兰的旅游机构，将在英国组织一个主要的广告宣传活动,以鼓励更多来自英国的访问者。
SteamScot董事会也正在考虑改变他们的价格,但不知道这是不是一个明智的做法。
目前的平均价格是一次旅程£4并且有60000名游客使用我们的服务。
一份由董事会委托的关于价格、供给与需求的报告显示在下面的表格。
门票价格需求量供给量£6 20,000 100,000£5 40,000 80,000£4 60,000 60,000£3 80,000 40,000£2 100,000 20,000£1 120,000 0问题：1.steamscot面临的基本经济问题是什么?这个问题是什么,什么是更换和维修计划的机会成本?2。
从上表中,建一个供给和需求的安排的一个图表,并确定均衡价格和数量。
3.a)计算,总收益和价格弹性需求。
(1)。
价格从4上涨到5。
(2)。
价格从4下跌到3。
b),如果你是steamscot董事会的一员, 在这两种情况下你有什么推荐给公司呢?听听你的意见。
4。
苏格兰旅游机构的广告将会如何影响SteamScot旅行的需求?做出图表。
5。
除了价格上升,别的什么决定将鼓励steamscot去增加供应它的旅行?6。
HND国际商业组织outcome2
IntroductionThis report mainly describes the gm in the past to do some of the decisions that for gm brought some benefits, and analyzed these decisions why can succeed.Topic1Explain the strategies which are employed by the organization for research and development on a global basis1990 gm net loss of nearly 20 billion us dollars, and this kind of situation continued to worsen, 1991 company compensated expanded to 4.5 billion dollars, 1992 more because thresh employee retirement fund and contingent liabilities, increasing to $23.5 billion loss. Jack Smith in April 1992 was later, on the stand-in gm conducted a series of company reconstruction. Gm has been a highly decentralization organization, so each institution are according to their demand and ideas, development of vehicle parts and computer system, etc. Jack Smith thinks that this system is the source of infeasible because, part number of too much, system is complex, not only efficiency is poor, the more comprehensive benefits unavailable. Thus, he asked the institution unity through common parts and computer systems to work simplification reduce cost, in order to improve the effectiveness and efficiency. This effort achieved significant performance, such as the mid-size speaking, from the original every sell a car loss $2,000, reconstruction after each ascending to sell a car would earn $1,800.1Topic2Explain the decision making process for choice of production unit and its global positionGeneral motors have twelve basic product module (Platforms), a module may front-wheel drive small cars or rear wheel drive big cars (module definition is commonly with process and product portfolio and decide, in other words, different process with different products will have different module). Jack Smith therefore on the concise, because this a compact, large factory work simplification, elastic increases, inventory decline, the scale of production also follow to ascend.Topic3Describe the criteria that affect the decision to alter goods for local marketsGm has five main product lines, originally every product lines, all have own product combination, and forms with themselves as the only consideration product portfolio concept. Therefore, sometimes with Pontiac Buick products unavoidably Oldsmobile products and in the same region competition, in the long run, easy to cause the marketof chaos and consumer's temptation. Jack Smith thoroughly will this product combination, and adopt concept break gm whole company as a benchmark portfolio of products concept.Topic4Examine pricing and distribution policies, and the effect of logistics, to the success of the products in various markets.Jack Smith in the sales policy also carried out reforms, he sold to sharply reduce rental company vehicles. Previous gm average annual sales 800,000 cars, car rental companies to car rental company bought a new car rental in a few months, will the car at a relatively low price to resell others. Soon, more and more people have found, as long as pay a new Buick price, can to buy a second-hand car rental company Cadillac (right now Cadillac only traveled thousands of miles just). Therefore, some consumers prefer to buy second-hand car rental companies, is not willing to buy a new car. Jack Smith will sell rental company vehicles lose half, this tactic that general motors reduce annual 400 million dollars of losses.Topic5Explain the need for clear communication across the global market place to aid successful marketing of products.Gm Mr Wagoner in November 2000, participate in Shanghai mayor international entrepreneur advisory committee accepting reporter's interview, when the reporter asked in after China joined the wto, gm intend to purchase directly in China automobile production, sole proprietorship, rather than seek partnership in China, common development, Richard Wagner replied: "some companies to acquire others, more companies in selling their, only a few companies will continue to lone is. And general believe that rely on partners and alliances in the new century were most likely to be successful. Shanghai gm gm now in China is the flagship of the six joint venture, and it has become a gm model factory."ConclusionFrom general motors corporation of the reconstruction of success, the company that reconstruction must be courageous abandon past success. Gm reconstruction another successful key is to recognize the refactoring is necessary, and not just is should, courage to reform, to carry on the management reform.。
HND国际商业组织outcome2
IntroductionThis report mainly describes the gm in the past to do some of the decisions that for gm brought some benefits, and analyzed these decisions why can succeed.Topic1Explain the strategies which are employed by the organization for research and development on a global basis1990 gm net loss of nearly 20 billion us dollars, and this kind of situation continued to worsen, 1991 company compensated expanded to 4.5 billion dollars, 1992 more because thresh employee retirement fund and contingent liabilities, increasing to $23.5 billion loss. Jack Smith in April 1992 was later, on the stand-in gm conducted a series of company reconstruction. Gm has been a highly decentralization organization, so each institution are according to their demand and ideas, development of vehicle parts and computer system, etc. Jack Smith thinks that this system is the source of infeasible because, part number of too much, system is complex, not only efficiency is poor, the more comprehensive benefits unavailable. Thus, he asked the institution unity through common parts and computer systems to work simplification reduce cost, in order to improve the effectiveness and efficiency. This effort achieved significant performance, such as the mid-size speaking, from the original every sell a car loss $2,000, reconstruction after each ascending to sell a car would earn $1,800.1Topic2Explain the decision making process for choice of production unit and its global positionGeneral motors have twelve basic product module (Platforms), a module may front-wheel drive small cars or rear wheel drive big cars (module definition is commonly with process and product portfolio and decide, in other words, different process with different products will have different module). Jack Smith therefore on the concise, because this a compact, large factory work simplification, elastic increases, inventory decline, the scale of production also follow to ascend.Topic3Describe the criteria that affect the decision to alter goods for local marketsGm has five main product lines, originally every product lines, all have own product combination, and forms with themselves as the only consideration product portfolio concept. Therefore, sometimes with Pontiac Buick products unavoidably Oldsmobile products and in the same region competition, in the long run, easy to cause the marketof chaos and consumer's temptation. Jack Smith thoroughly will this product combination, and adopt concept break gm whole company as a benchmark portfolio of products concept.Topic4Examine pricing and distribution policies, and the effect of logistics, to the success of the products in various markets.Jack Smith in the sales policy also carried out reforms, he sold to sharply reduce rental company vehicles. Previous gm average annual sales 800,000 cars, car rental companies to car rental company bought a new car rental in a few months, will the car at a relatively low price to resell others. Soon, more and more people have found, as long as pay a new Buick price, can to buy a second-hand car rental company Cadillac (right now Cadillac only traveled thousands of miles just). Therefore, some consumers prefer to buy second-hand car rental companies, is not willing to buy a new car. Jack Smith will sell rental company vehicles lose half, this tactic that general motors reduce annual 400 million dollars of losses.Topic5Explain the need for clear communication across the global market place to aid successful marketing of products.Gm Mr Wagoner in November 2000, participate in Shanghai mayor international entrepreneur advisory committee accepting reporter's interview, when the reporter asked in after China joined the wto, gm intend to purchase directly in China automobile production, sole proprietorship, rather than seek partnership in China, common development, Richard Wagner replied: "some companies to acquire others, more companies in selling their, only a few companies will continue to lone is. And general believe that rely on partners and alliances in the new century were most likely to be successful. Shanghai gm gm now in China is the flagship of the six joint venture, and it has become a gm model factory."ConclusionFrom general motors corporation of the reconstruction of success, the company that reconstruction must be courageous abandon past success. Gm reconstruction another successful key is to recognize the refactoring is necessary, and not just is should, courage to reform, to carry on the management reform.。
HND市场学导论outcome
- - - Marketing: An IntroductionContentsIntroduction1Marketing concept1Pay attention to market research1Corporate Profit1Pay attention to the marketing plan2Marketing Orientation and Customer Relationship Management2After Service2The marketing environment2Types of Marketing Environment3Marketing Research&Information:4 Find out enterprise’s problems and mistakes4Market Segmentation4Opponents of information4Marketing plan4Market research and information Introduction4Quantitative&Qualitative Research5 Qualitative Research5In-depth interviews5Quantitative research6Face-to-Face surveys:6Segmentation & targeting6Research information6Market segmentation6Benefits of Market S&T7Conclusion7Reference7IntroductionThis report is writes for the Trusty-Land Food pany. The report consists of 5 point that includes the marketing environment segmentation and targeting, the market research and information and marketing conception. Making a final and review summary in the end.FindingsMarketing conceptPay attention to market researchThe organization researches the local environment that can help pany to make market segmentation. Finally, the organization can meet customer’s demand.Corporate ProfitThe organization uses advanced technology or policy to improve the product in market. The organization enhances the market shares that will increasecorporate profit.Pay attention to the marketing planThe organization pays attention to the customer’s demand petitions plan and own enterprise conditions. The marketing plan can ensure customer growth and growth enter pany’s profit.Marketing Orientation and Customer Relationship ManagementThe organization is gives priority to the customer’s demand. The organization municate and cooperate with customers that can help organization to take long-term benefits with customers.After ServiceThe organization reasonable to meets customer’s requirements. The organization mast timely and effective to deal with customer’s problem. Eventually the organization make customer satisfaction.The marketing environmentMicroenvironment: The pany met the specific conditions in the business environment and e*plores the relevance economic reasoning to managerial decision-making. The ‘Trusty-Land Food’formed a sales to large grocery chains. The large grocery chains includes Seven Eleven. But Seven Eleven wanted supplies under their name on Trusty-Land Food’s products, so the Seven Eleven bee a petition. It affects the reputation of our products,costumer always pay great attention to packing. Trusty-Land–Food’s logo represent a big part and Seven Eleven’s logo represent a small part. In 2009, the "HealthMeat〞 is imperative for panies to increase their focus on retaining e*isting customers and attracting new ones. Bring the benefits to pany from new ones. The panies adhere to innovation. Wide range of goods will attract more customers that can move the pany forward. Macroenvironment:The bird flu and the mad cow scare appeared in 2005 and 2006 that decreased the customer’s demand. The bird flu and the mad cow scare appeared that made the pany lose great profits. Security checks in the supplier have bee stricter to help the bird flu and mad cow scare disappeared. The mass media should be propagandas food Trusty-Land Food pany’s products safety that can maintains sales.The new dietary guidelines had been proposed by government is reduce consumption by red meat and processed meat. The new dietary guidelines effect the pany’s red meat and processed meat’s sales. Responding to government’s policy, the pany reduce products of the red meat and processed meat and production more products of write meat. Responding the government’s policy can make the product sales to rise.Types of Marketing EnvironmentAccording to Philip Kotler in his book Principles of Marketing (4th European Edition), the marketing environment consists of all the actors and forces that affect the marketing management’s ability to develop and maintain successful relationships with its target customers. According to Gary Armstrong & Philip Kotler, Marketing: An introduction (10th Edition), a public indicates any group that has an actual or potential interest inor impact on an organization’s ability to achieve its objectives. Marketing Research&Information:Find out enterprise’s problems and mistakesIt can help enterprise to finds out enterprise’s problems and mistakes and then it can help enterprise to deal with problems and mistakes. It benefit the further development of the enterprise.Market SegmentationMarket segmentation can help the enterprise to makes market segmentation. The enterprise uses market segmentation to finds customers that can help enterprise to improve the product sales.Opponents of informationThe enterprise mast grasps the opponents of information to keeping the advantage of the enterprises in the petition. It beneficial to pany development.Marketing planThe marketing research brings the information. The information helps enterprise to makes ne*t marketing plan.Market research and information Introduction"The function linking the consumer, customer and public to the marketer through information that is used to identify and define marketingopportunities and problems, to generate, refine and evaluate marketing actions, to monitor marketing performance, and to improve understanding of the marketing process〞Quantitative&Qualitative Research Qualitative ResearchIn-depth interviewsThe Trusty-Land Food pany looks for three people to in-depth interviews. The three men is consumer representative and representative of major ad agencies and market development manager. The pany in order to improve the sales of the pany’s products that can attract more customers. Consumer representatives put forward opinions and suggestions on the quality of our meet’s products, to meet the majority of consumer preferences to make changes.Now advertising is very important to strengthen the use of the media to advertise. The representative of major ad agencies proposals bined with the pany's characteristics and corporate culture. Remendations includes the methods of packaging products and mass media. The success of the product packaging and advertising can attract more customers. The market development manager hear consumer representatives and representative of major ad agencies’remendations that can improvements products. Such as advertising panies to listen to consumers representative of the appearance of the product preferences and consumers gets information through what kinds of the media, Advertising pany to understand the corporate culture and characteristics through the market development manager. Three people to discusses and ultimately achieve the best packingeffect and publicity of pany’s products.Quantitative researchFace-to-Face surveys:The Investigation team to nearby food market in a number of neighborhoods face to face surveys before the lunch time and dinner time. The investigation team to conduct research on people who buy food, because most people cooks for family should buy food. Investigation team to understand people usually buy food to eat what kind of meat, raw food or cooked food which some more, people buy food for the food safety requirements, etc. Giving small gifts when the customers answered the question after. Small gifts may be the pany's new tasting product. Through investigation, improvement of products that can increase sales.Segmentation & targetingResearch informationThe enterprises to understand the details of their own problem, such as the petitiveness of an enterprise; band effect; fiscal reserves. Knowing the market. Trusty-Land Food pany to understand that consumer’s consumption habit and hobby. The pany respect the religious beliefs and customs, many people know that not eating pork is one of eating habits of the Muslim.Market segmentationThe pany chooses religion from demographic segmentation to make marketsegmentation. The market is dividing a market into distinct groups of buyers with different needs, characteristics or behaviors, who might require separate products or marketing mi*es and pany evaluates each market segments. Philip Kotler also describes market targeting as "evaluating each market segments segment’s attractiveness and selecting one or more of the market segment’s attractiveness and selecting one or more of the market segments to enter.〞The pany chooses Catholic, Protestant, Jewish, Islamic from religion to do market segmentationMoslem do not eat pork .Using differentiated marketing in Moslem market, such as the pany mast prints Islamic identity on food’s packaging. According to Muslim tastes to make improvements from the pany's products.Benefits of Market S&TThrough making Market S&T and making continuous improvements, customer satisfaction scores and courtesy, along with market share, are on the rise. Our customers get hooked on the good product and setting up the good enterprise image, they will buy and bee more loyal to our brand.ConclusionFinally, I remend that panies adhere to market research and innovation that can make the pany's product sales rise. I hope that the pany develop better and better.ReferenceWang Huihong, WANG Jing, 2013, SQA Unit Student Guide on Marketing: An Introduction, China Modern Economic Publishing House.Kotler Philip, Wong Veronica, Saunders John, Armstrong Gary, 2005, Principles ofMarketing 4th European Edition, Prentice Hall.。
HND市场学导论outcome1
Marketing: An IntroductionContentsIntroduction (3)Marketing concept (3)Pay attention to market research (3)Corporate Profit (3)Pay attention to the marketing plan (3)Marketing Orientation and Customer Relationship Management (3)After Service (4)The marketing environment (4)Types of Marketing Environment (5)Marketing Research&Information: (5)Find out enterprise’s problems and mistakes (5)Market Segmentation (5)Opponents of information (5)Marketing plan (6)Market research and information Introduction (6)Quantitative&Qualitative Research (6)Qualitative Research (6)In-depth interviews (6)Quantitative research (7)Face-to-Face surveys: (7)Segmentation & targeting (7)Research information (7)Market segmentation (8)Benefits of Market S&T (8)Conclusion (8)Reference (9)IntroductionThis report is writes for the Trusty-Land Food Company. The report consists of 5 point that includes the marketing environment segmentation and targeting, the market research and information and marketing conception. Making a final and review summary in the end.FindingsMarketing conceptPay attention to market researchThe organization researches the local environment that can help company to make market segmentation. Finally, the organization can meet customer’s demand.Corporate ProfitThe organization uses advanced technology or policy to improve the product in market. The organization enhances the market shares that will increase corporate profit.Pay attention to the marketing planThe organization pays attention to the customer’s demand competitions plan and own enterprise conditions. The marketing plan can ensure customer growth and growth enter company’s profit.Marketing Orientation and Customer Relationship ManagementThe organization is gives priority to the customer’s demand. The organizationcommunicate and cooperate with customers that can help organization to take long-term benefits with customers.After ServiceThe organization reasonable to meets customer’s requirements. The organization mast timely and effective to deal with customer’s problem. Eventually the organization make customer satisfaction.The marketing environmentMicroenvironment:The Company met the specific conditions in the business environment and explores the relevance economic reasoning to managerial decision-making. The ‘Trusty-Land Food’ formed a sales to large grocery chains. The large grocery chains includes Seven Eleven. But Seven Eleven wanted supplies under their name on Trusty-Land Food’s products, so the Seven Eleven become a competition. It affects the reputation of our products, costumer always pay great attention to packing. Trusty-Land–Food’s logo represent a big part and Seven Eleven’s logo represent a small part.In 2009, the “HealthMeat” is imperative for companies to increase their focus on retaining existing customers and attracting new ones. Bring the benefits to company from new ones. The companies adhere to innovation. Wide range of goods will attract more customers that can move the company forward.Macroenvironment: The bird flu and the mad cow scare appeared in 2005 and 2006 that decreased the customer’s demand. The bird flu and the mad cow scare appeared that made the company lose great profits. Security checks in the supplier have become stricter to help the bird flu and mad cow scare disappeared. The mass media should be propagandas food Trusty-Land Food Company’s products safety that can maintains sales.The new dietary guidelines had been proposed by government is reduce consumptionby red meat and processed meat. The new dietary guidelines effect the company’s red meat and processed meat’s sales. Responding to government’s policy, the company reduce products of the red meat and processed meat and production more products of write meat. Responding the government’s policy can make the product sales to rise.Types of Marketing EnvironmentAccording to Philip Kotler in his book Principles of Marketing (4th European Edition), the marketing environment consists of all the actors and forces that affect the marketing management’s ability to develop and maintain successful relationships with its target customers. According to Gary Armstrong & Philip Kotler, Marketing: An introduction (10th Edition), a public indicates any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives.Marketing Research&Information:Find out enterprise’s problems and mistakesIt can help enterprise to finds out enterprise’s problems and mistakes and then it can help enterprise to deal with problems and mistakes. It benefit the further development of the enterprise.Market SegmentationMarket segmentation can help the enterprise to makes market segmentation. The enterprise uses market segmentation to finds customers that can help enterprise to improve the product sales.Opponents of informationThe enterprise mast grasps the opponents of information to keeping the advantage ofthe enterprises in the competition. It beneficial to company development.Marketing planThe marketing research brings the information. The information helps enterprise to makes next marketing plan.Market research and information Introduction“The function linking the consumer, customer and public to the marketer through information that is used to identify and define marketing opportunities and problems, to generate, refine and evaluate marketing actions, to monitor marketing performance, and to improve understanding of the marketing process”Quantitative&Qualitative Research Qualitative ResearchIn-depth interviewsThe Trusty-Land Food Company looks for three people to in-depth interviews. The three men is consumer representative and representative of major ad agencies and market development manager. The company in order to improve the sales of the company’s products that can attract more customers. Consumer representatives put forward opinions and suggestions on the quality of our meet’s products, to meet the majority of consumer preferences to make changes.Now advertising is very important to strengthen the use of the media to advertise. The representative of major ad agencies proposals combined with the company's characteristics and corporate culture. Recommendations includes the methods ofpackaging products and mass media. The success of the product packaging and advertising can attract more customers. The market development manager hear consumer representatives and representative of major ad agencies’ recommendations that can improvements products. Such as advertising companies to listen to consumers representative of the appearance of the product preferences and consumers gets information through what kinds of the media, Advertising Company to understand the corporate culture and characteristics through the market development manager. Three people to discusses and ultimately achieve the best packing effect and publicity of company’s products.Quantitative researchFace-to-Face surveys:The Investigation team to nearby food market in a number of neighborhoods face to face surveys before the lunch time and dinner time. The investigation team to conduct research on people who buy food, because most people cooks for family should buy food. Investigation team to understand people usually buy food to eat what kind of meat, raw food or cooked food which some more, people buy food for the food safety requirements, etc. Giving small gifts when the customers answered the question after. Small gifts may be the company's new tasting product. Through investigation, improvement of products that can increase sales.Segmentation & targetingResearch informationThe enterprises to understand the details of their own problem, such as the competitiveness of an enterprise; band effect; fiscal reserves.Knowing the market. Trusty-Land Food Company to understand that consumer’sconsumption habit and hobby. The company respect the religious beliefs and customs, many people know that not eating pork is one of eating habits of the Muslim.Market segmentationThe company chooses religion from demographic segmentation to make market segmentation. The market is dividing a market into distinct groups of buyers with different needs, characteristics or behaviors, who might require separate products or marketing mixes and company evaluates each market segments. Philip Kotler also describes market targeting as “evaluating each market segments segment’s attractiveness and selecting one or more of the market segment’s attractiveness and selecting one or more of the market segments to enter.”The company chooses Catholic, Protestant, Jewish, Islamic from religion to do market segmentationMoslem do not eat pork .Using differentiated marketing in Moslem market, such as the company mast prints Islamic identity on food’s packaging. According to Muslim tastes to make improvements from the company's products.Benefits of Market S&TThrough making Market S&T and making continuous improvements, customer satisfaction scores and courtesy, along with market share, are on the rise. Our customers get hooked on the good product and setting up the good enterprise image, they will buy and become more loyal to our brand.ConclusionFinally, I recommend that companies adhere to market research and innovation that can make the company's product sales rise. I hope that the company develop better and better.ReferenceWang Huihong, WANG Jing, 2013, SQA Unit Student Guide on Marketing: An Introduction, China Modern Economic Publishing House.Kotler Philip, Wong Veronica, Saunders John, Armstrong Gary, 2005, Principles of Marketing 4th European Edition, Prentice Hall.。
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ContentsI.Introduction (2)II.Discussion (2)1 Why is the company comsidering entering internationalmarkets (2)2 Secondary sources of information (3)3 The key opportunities and threats (4)4 The process of Spain market assessment (5)5 The modes of market (10)6 Why select this mode (11)III.Conclusion (11)IV.References (11)Report on PK ElectricsI.IntroductionPK Electrics was set up in 1987 in Ningbo, Zhejiang province, China. The company products cables, sockets, switches and light fittings and currently operating three factories all based in Zhejiang province. Over the years the organisation has developed a good reputation for quality and customer service. But over the last two years the rate of growth has begun to decline with sales rising 5% and profits by 2% last year. The management team are aware of big changes in international trading that have occurred over the last 10-15 years with the Chinese economy becoming more market-based and the more recent impact of China joining the World Trade Organisation in December 2001.II.Discussion1 Why is the company comsidering entering international markets•Market saturation•Market-related factors•Production-related factors•Personnel-related factors•Risk-related factors•Cost-related factors•Product life cycleIn the case, PK Electrics is part of market saturation. With rising economic growthand the rising disposable incomes, especially of the urban population PK Electrics has seen demand for its products grow as people seek improvements to their homes and living standards.2 Secondary sources of informationPK Electrics enter Spain market. But the company need to consult information about Spain market. The company could consult from the following professional organization:♦The World Trade OrganisationPK Electrics could get commercial information about Spain:•Goods schedules and tariff data•Services schedules and MFN exemptions•Trade Policy Reviews of Spain•Dispute cases involving Spain•DDA negotiating documents from or mentioning Spain(WORLD TRADE ORGANISATION, 06/18/2011)♦The World BankPK Electrics could get commercial information about Spain:•Income level•Economic policy and external debt•Infrastructure•Labor & social protection•Private sector – merchandise trade(THE WORLD BANK, 06/18/2011)3 The key opportunities and threatsPK Electrics has to understand PEST if it enter Spain market.♦Political:•Spain is a higher score signifies a less violent and politically more stable society.•the government introduced austerity reforms aimed at reducing the fiscal deficit to sustainable levels that reduced government employees' salaries,froze pension funds, and suspended public works.♦Economic:•interest rate stands at 1.00 percent•Spain Gross Domestic Product is worth 1460 billion dollars or 2.35% of the world economy, according to the World Bank. From 1960 until 2009,Spain's average Gross Domestic Product was 402.19 billion dollars reachingan historical high of 1604.24 billion dollars in December of 2008 and arecord low of 12.07 billion dollars in December of 1960.♦Sociocultural:•There are few elderlyies and they have small pensions in Sapin.•In daily consumption, Spanish larger demand.♦Technological:•Spain has defines its scientific and technological priorities focusing on not only its domestic needs but also the Community's ones.•Spain's technology enters the information age.(TRADING ECONOMIC, 06/19/2011)Then, PK Electrics may meet opportunity and threaten.♦Opportunity:•In daily consumption, Spanish larger demand. PK Electrics product all kinds of electrical items. The company can meet Spanish larger demand.•Spain is a higher score signifies a less violent and politically more stable society. It could offer PK Electrics a stable market.♦Threaten:•In the Spain, there are a lot of such PK Electrics. There are many competitors.•Spainish life habits have different from Chinese. PK Electrics spend much time on marketing research.4 The process of Spain market assessmentThis is PK Electrics the process of Spain market assessment:(Source: Mulbacher et al, International Marketing1999 International Thomson Business Press, London.)Stage 1: Corporate policyThe organisation had focused predominantly on the trade market. The management team are aware of big changes in international trading that have occurred over the last 10-15 years with the Chinese economy becoming more market-based and the more recent impact of China joining the World Trade Organisation in December 2001. They have recently met with Trade delegations from several different countries and are now looking outside China for new markets to enhance their growth and business performance.Stage 2: Market assessment criteriaThe measure of the market with customers and national policy related. Market criterias:•Income level•GDP•Population•Poverty headcount ratio at national poverty lineStage 3: Potential country marketsIn the beginning, there are two countries market: Spain and South Africa. In the Question 3, Spain PEST have been analysed. Next, South Africa PEST analysis:♦Political:The political arena has a huge influence upon the regulation of health care, the money available, the priorities for disease management. The market is not stable. PK Electrics consider issues such as:•ecological/environmental issues•current legislation home market•future legislation•SADC/international legislation•regulatory bodies and processes♦Economic:Marketers need to consider the state of a trading economy in the short and long-terms. This is especially true when planning for international marketing. PK Electrics need to look at:•home economy situation•home economy trends•overseas economies and trends•general taxation issues•taxation specific to product/services•market and trade cycles♦Sociocultural:The social and cultural influences on business vary from country to country. It is very important that such factors are considered. Factors include:•lifestyle trends•demographics•consumer attitudes and opinions•media views•law changes affecting social factors•brand, company, technology image♦Technological:Technology is vital for competitive advantage, and is a major driver of globalization. Consider the following points:•competing technology development•research funding•associated/dependent technologies•replacement technology/solutions•maturity of technology•manufacturing maturity and capacity(Wiki dot, 06/19/2011)Market criterias:•Income level: High income(Spain), Upper middle income(South Africa)•GDP: $1,460,250,360,148 in 2009(Spain), $285,365,879,676 in 2009(South Africa)•Population: 45,957,671 in 2009(Spain), 49,320,150 in 2009(South Africa)(THE WORLD BANK, 06/19/2011)Stage 4: Conditions (not) fulfilledThrough market criterias and PEST analyse, Spain’s conditions are fulfilled because Spain could offer a stable market. South Africa could not.Stage 5: Local products and Stop assessmentsAt first, stop South Africa assessments. The company must know local products. Local products has FAGOR, BERONOR, MATHIUS, ect.Stage 6: Success factors♦TechnologyThe company want to take in Spain market, and it have the strong technical support.♦Customer CareCustomers are god. The organisation have to develop a good reputation for customer service. This way of the enterprise for a long time.♦PromotionBecause the company is a foreign enterprise, it must increase the strength of promotion. Although initial cost greatly, it could bring long-term interests to the company.Stage 7: Distinctive competenciesPK’s products are selectively distributed using specialist electrical retailers, department stores and more recently DIY outlets.5 The modes of market(SQA, August 2005, International Marketing: An Introduction)PK Electrics should entry the mode is direct exports.6 Why select this mode♦Total controlDirect export of its products offers a company greater control over the entire export transaction and entitles them to greater benefits.♦Direct contact with customersDirect export could face to face customers. PK Electrics can better understand the needs of customers.♦ A sales representative plays the role of the manufacturer's representativeHe works on a commission basis. He uses the product manual and samples of the product, which he presents to the prospective buyers and entices them to purchase it. However, unlike an agent, who is entitled to take decisions on behalf of his company, a representative has no authority, and he takes no risk or responsibility of the product.III.C onclusionPK Electrics entry Spain market, which could increase profit.IV.References“Spain and the WTO”, (11/30/2009), (WORLD TRADE ORGANIZATION), Available: /english/thewto_e/countries_e/spain_e.htm(Accessed: 06/18/2011).“Data of Spain”, (12/31/2009), (THE WORLD BANK), Available: /country/Spain (Accessed: 06/18/2011).“SPAIN GROSS DOMESTIC PRODUCT”, (12/31/2010), (THE WORLD BANK), Available: /spain/gdp (Accessed: 06/19/2011).“PEST Analysis”, (05/12/2007 at 20:19), (Wiki dot), Available: /pest-analysis (Accessed: 06/19/2011).“Data of South Africa”, (12/31/2009), (THE WORLD BANK), Available: /country/Spain (Accessed: 06/19/2011).Scottish Qualifications Authority (August 2005), International Marketing: An Introduction, China Modern Economic Publishing House, Beijing.。