《市场营销》期末复习重点

市场营销

简答（20分）

1、Service（定义、特点）

2、Distribution length分销长度（定义，types of vertical distribution system）

定义：number of intermediaries needed to move a product through the marketplace

Types：corporate公司型、contractual契约型、administration管理型

3、Forms of sales promotion促销

coupons, rebates, samples, premiums, contests, sweepstakes, specialty advertising

4、Segmentation细分（定义，4 bases）

定义：dividing a market into distinct groups of buyers with different needs, characteristics, or behavior who might require separate products or marketing mixes

Bases：geographical地理, demographic人口, psychographic心理, behavioral行为

5、Trade barrier贸易壁垒（定义，forms）

定义：a general term that describes any government policy or regulation that restricts international / global trade.

Forms:

?Tariff Barriers 关税壁垒

?Non-tariff barriers 非关税壁垒

Inspections & Quarantine （检验和检疫）Foodstuffs, medical equipment, farm animals （Control of product quality）

Import Licensing （进口许可）

Distribution （海外分销）

Environmental Controls （环境控制）

Technology Transfers （技术转让）

Customs Delays （海关滞留）Software, CDs, Videos

Local Partnerships & Local Content Requirements （本土生产）

Quotas （贸易配额）（Control of product quantity）

Anti-dumping Laws （反倾销法案）

Trade Intervention (贸易干涉): home country government

?Official Intervention 官方干涉

Embargo 贸易禁运

National Security Issues 国家安全问题

Export Tariffs 出口关税

Export Licensing 出口许可

Anti-routing Measures 反变更原产地法案

Job Protection Sentiments 就业保护

?Unofficial Intervention 非官方干涉

6、Stages of product life cycle

Development产品研发期, Introduction: 产品引入期, Growth: 产品成长期, Maturity 产品成熟期, Decline & Withdrawal: 产品衰退期

7、Ways of obtaining financing for product research&development

8、Marketing functions

1)Contact: seeking out of prospective consumers

2)Merchandising: the process of bringing the right product to the right place at the right time in the right quantity at the right price

3)Pricing: the determining factor when a purchase is made and is a key to profit.

4)Promotion: support marketing efforts (paid advertising, personal selling, public relations, and supplemental efforts.

5)Distribution (distribution channels): the process of putting the consumer and the product together.

6)Human Resources (HR)

9、Elements of marketing mix&promotional mix

产品（Product）、渠道（Place）、价格（Price）、促销（Promotion）

Promotion(al) Mix促销组合: combination of different forms of promotion

Advertising

Sales Promotion

Personal Selling

Public Relations

10、Logistics（定义，4 functions）

定义：physical requirements necessary to move a product from producer to end-user

Functions：Transportation 运输配送，Inventory存货控制，Order Processing 订单处理，Warehousing 仓储管理

11、Product categorization base on users

12、Stages of a marketing effort

策略分析（定义、分析、案例）

1、Differentiation

定义：differentiation is the conscious effort by a company to distinguish itself from its

competition.

分析：

案例：Athletic footwear 要面向顾客不同的心理，划分出不同类型的运动鞋。

2、Positioning

定义：positioning is the way customers perceive a company’s product in relation to that of its competition.

分析：

案例：“镇里最好的咖啡馆”价高人少，或者为了提高市场份额降低价格

3、Distribution density分销密度; 渠道宽度

定义：number of sales outlets required to provide adequate range for a product

分析：

案例：在计算机发展的今天，像建立stereo（立体声）和电视门店一样建立电脑门店

4、Push strategy推动策略

定义：a promotion strategy using the sales force and trade promotion to push the product through channels

分析：

案例：

5、Pull strategy拉引策略

定义：a promotion strategy spending a lot on advertising ,sales promotion and public relations to build up consumer demand

分析：

案例：

6、Event association联姻

定义：a close and long-term relationship in the consumer’s mind between a favorable event and the product

分析：

案例：

7、Slogan

Slogans or promotional jingles should be customized to each market. It should be attractive and have meaning.

案例：Ivory soap: So Pure It Floats(in Japan)

Toyota: You want it, you got it.(in American因为individuality )

8、Good will creationP105

9、Bigger is better（错误）

Putting your company in a position in which it can’t handle solicited demand is a surefire way to attract competition.

案例：在快餐店table service

10、Horizontal marketing

11、Consumer will know our product is better（错误）

If the differentiation is small, and sometimes it may be, it must be brought to the consumer’s attention via advertising or packaging.

案例：报电话每分钟省的钱，不如说一年省的钱。

12、Cultural myopia市场短视（错误）

定义：Marketing books and case histories are rife with examples of marketing blunders, most of them due to a poor understanding of the targeted culture.

分析：

案例：Chevrolet在拉丁美洲卖不好，因为no va 在西班牙语里是doesn't move

ostrich鸵鸟肉在德国卖不好，因为德国人爱吃pork猪肉

案例分析（策略，定义，分析）

1、comparative advantage比较优势& absolute advantage绝对优势P22

定义：

comparative advantage

案例：Vietnam向Denmark进口啤酒生产设备，越南可以生产，但是价格会高

absolute advantage案例：Sweden向India进口茶，Sweden种不出来

分析：

2、Vietnam imports of telecommunication technology

3、Domino’s pizza marketing activities in Taiwan

4、Licensing

定义：licensing is the procedure wherein a company assigns the right to a brand, a trademark, a copyright, or the patent for a product or a process to another company for a fee.

案例：Beer manufacturers such as Anheuser-Busch and Heineken授权当地生产商而不是自己建brewery（酿酒厂）

Trade Press授权国外出版社翻译和出版

5、Franchising

6、Co productionP23

案例：Automobile（案例没看懂）

7、US companies marking ready-made soups in Brazil