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1、4p：product、price、place、promotion、4c：customersolution、customercost、convenience、communication4c的不足之处企业营销可能会在新的层次上统一化，不能形成个性化营销优势4c以顾客需求为向导、但顾客需求有合理性和个别性问题4c仍然没有体现既赢得客户、有长期的拥有客户关系营销思想、也没有解决满足顾客需求的操作性问题。ConceptcheckWhatismarketing？Answer：marketingisanorganizationalfunctionandsetofprocessesforcreatingcom
2、municating,anddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders.Marketingfocuseson_discoveringandsatisfyingconsumerneeds.sWhatarethefourmarketingmixelementsthatmakeuptheorganization”marketingprogram?Testbank1astudyofmarketingcan:EAenabley
3、outobeamoreinformedcitizenBhelpyouinyourcareerCdemonstratehowmarketingaffectsyourlifeDmakeyouabetterconsumerEdoallofabove3prospectivecustomersinclude:EAindividualsbuyingforthemselvesBindividualsbuyingfortheirhouseholdsCorganizationsthatbuyfortheirownuse（suchasmanufacturers）Dorganizationsthatbuyforre
4、sale（suchaswholesalersandretailers）Edoallofabove4marketingseekstodiscovertheneedsandwantsofprospectivecustomersandsatisfythem。essentialtothisprocessistheideaofexchange。Tomarketingpeopleexchangereferstothe：CAplacewherepeoplegotodobusinessBplacewherepeoplereturnunwantedgoodsCprocesswherebyabuyerandsel
5、lertradesomethingofvalueDprocessoflocation_sellersE_quisitionof_5whichofthefollowingconditionsisnecessaryformarketingtooccurDAaphysicallocationforanexchangetooccurBatangibleexchangeCadvertisingtoexpressunrealizedneedsDtwoormorepartieswithunsatisfiedneedsEdoallofabove6aneconomicsstudentswouldliketobu
6、yaminiscooter,butshecannotaffordone.whichofthefollowingreasonsexplainwhymarketingfailstooccurhere?AtwoormorepartieswithunsatisfiedneedsBadesireonthepartofeachtosatisfytheotherCnoassessmentsofconsumerwantsandneedsDawaytocommunicateEanabilityonthepartofeachtosatisfythe_7firsttaskofmarketingistodiscove
7、rtheneedsofconsumers.8alocaluniversityoffersbusinesscoursesforaspecifictargetmarketcomposed_furtherdegrees.whichofthefollowingwouldbethemosteffectivewaytocommunicatewiththetargetmarket,_?EAputannouncementsoncampusbulletinboards.BdistributepromotionalmaterialsduringclassesCadviseonnationaltvDadviseon
8、localhip_hopradioshowsEadviseinthelocalnewspaper9JakubowskiFarmsGourmetBreadBaseisthebrandnameforamixdesignedforuseinbreadmachines.Themixesaresoldin2pound_,thisisadescription_DAactionplanBmarketsegmentationstrategyCmissionstatementDmarketingmixEtargetmarket10thefivemajorenvironmentalfactorsinmarketi
9、ngaresocialtechnologicaleconomiccompetitiveandregulatory.11ifyouevertalktoanyonewhohasflownonSingaporeair.Youwillnodoubthearthatindividual_.YoucansurmiseSingaporeaircreatescustomervalueby:thebestservice.12abusinesstravelerjoinedthestarwoodPreferredguestprograminordertoearnpointseachtime_.Thisexample
10、ofAArelationshipmarketingBentropyCcustomervaluationDamarketingchianThekeyelementsofanybusinessplan1thevisionwhereyouseetheorganizationintowtofiveyears2Yourstartingpoint-ananalysisofwhereyouaretoday3Yourdestination-whatwilltheorganizationlooklikewhenyougetthere4Thedeltawhatisthedifferencebetweenwhere
11、yourstartingpointanddestination,and5Abudget-yearbyyearmonthbymonthforthefirstyearConceptCheck1Whatarecompetenciesandwhyaretheyimportant?A：Competenciesareanorganizationsspecialcapabilities,includingskills,technologies,andresourcesthatdistinguishitformotherorganizations,whichifexploited,canleadtotheor
12、ganizationssuccess.2.Whatisbusinessportfolioanalysis?A:Businessportfolioanalysisstudiesafirmsbusinessunitsasthoughtheywereacollectionofseparateinvestment1.MarketingPlans-SWOT+STPStrengthsWeaknessesOpportunitiesThreatsSelectTargetMarketsPointsofDifference2.MarketingPlansSWOT+STPStrengthsWeaknessesOpp
13、ortunitiesThreatsMarketSegmentationSetMarketingandProductGoalsSelectTargetMarketsPointsofdifferencePositiontheProduct3.BCGGrowth-SharematrixMilkthecow,tofeedtheproblemchild,inthehopethatitwillgrowtobeastar.andshoottheolddog.BuildbuildMaintainnicheDivestStarproblemChildHarvestmaintainMaintainnicheDiv
14、estDogBCG矩阵该分析矩阵利用相对市场份额和产业相对销售增长率两个指标来分析企业的各个SBU的差别。相对市场份额(Relativemarketshareposition)为企业的某个产品的销售额与该产业最大竞争公司的销售额之比，其以1.0为分界线：1.0以上为高相对占有率，1.0以下为低相对占有率。产业销售增长率以销售额增长百分比表示，以10%为界，10%以上为高增长率，10%以下为低增长率。Testbank1largeorganizationsareoftenextremelycomplex.Todealwiththem,itisusefultounderstand:Athetwoba
15、sickindsoforganizationsBthelevelsthatexistinthemCthefunctionalareasDcross_functionalteamsEdoallofabove2ProtcterandGambleComanufacturesconsumerproductssuchasCresttoothpasteP&Ggrewmarketsharein70%ofitsbusinessesbecauseAitwasluckyBitinventednewproductstosolvecustomerproblemsCitadvertisedto-moreDeveryon
16、e-3.Stakehoders：AarereallyunimportanttoacompanyBarethepeoplewhoareaffectedbywhatacompanydoesandhowwellperformsCareonlythecustomersofacompanyDneverincludethegovernment4.GeorgeZimmertheCEOofMensWearhouseisknowtothepublicasthebeardedcompanypitchmanwhosellssuitsandsportcoatsonTVdeclaring“IGuaranteeit”He
17、alsosaysthattobesuccessful,“Youhavegottohaveacompanythatstartswithtrustandfairness”Heaimstokeephisemployeeshappyandloyal.His-setsthe:AcorporateconfirmationBbenefitsstatementCorganizationalcultureDcorporateprofileEbusinessedge5.Acatalogretailerwhosetasitsqualitativegoaltoreducemerchandisereturnsby20%
18、wouldhaveset_goals:AcustomersatisfactionBemployeewelfareCmarketshareDsocialresponsibilityEprofit6.PfizerPharmaceuticatlsisofferinglow-incomeseniorcitizenssomeofitsmostwidelyusedprescriptionsfor$15eachamonth-muchbelowtheregularcostsforthreedrugs.Thisprogramtobetterserveseniorcitizenslikelygrewofa_goa
19、lAprofitBunitsalesCsalesrevenueDmarketshareEsocialresponsibility7.Rhone-PoulenceisaninternationalFrenchcompanythatproduceandmarketsavarietyofchemicalsandpharmaceuticals.-Thisabilityattractsomeofthefinestmindsintheworldtoitsworkforceisanexampleofa(n):AsynergisticcapacityBmarketaccomplishmentCunsought
20、benefitDproductdevelopmentstrategyEcompetency8.DVDOvernightisacompanythatrentsDVDmoviesbymailusingtheWeb.itjumpedintoanindustrywheretherewerenofirmleadersbutlotsofcompetitorsandestablishiedaloyalclientelebyseizingtheopportunitytoprovideaservicethatwasnotavailablethroughother-AviablemissionBcompetiti
21、veadvantageCtacticalinnovationDbenchmarking-focusEsales-orientation9.TheBostonConsultingGroup(BCG)usesanapproachto_thatanalyzesafirmsbusinessunits(calledstrategicbusinessunits,orSUBs)asthoughtheywereacollectionofseparateinvestments.AtargetmarketingBbusinessportfolioanalysisCmarketingstrategic-Dmarke
22、t_Estockmarket_10.severalyearsago,Black&DeckerpurchasedGeneralElectric”ssmallappliancesproductline._.youshouldknowthissmallappliancelinewouldbeclassifiedasa:BAdogBcashcowCquestionmarkDstar11.AssumeMcDonaldisengaginginamarketpenetratingstrategy.whichofthefollowingactionsbestillustratmarketpenetrating
23、strategy?DAopeningthefirstMcDonaldinchinaCaddingalineofnewdelisandwichestotheDrunningapromotionbasedonthemonopolywherebycustomerhavechancetowinprice12Whatarethethreestepsinvolvedintheplanningphaseofthestrategicmarketingprocess?_13.the911andthepentagonledtomanychangesinthewaypeopleconductedtheirlives
24、._ForAmericangreetingsthe911wasanexampleofan:DAstrengthBweaknessCthreatDopportunity第3章ClearlyitisnotpracticaltostudyabsolutelyeverythingMonitor-broadtrends,issuesandevents.Developalistofrelevantpublications.Checkregularly.Identify-whataresignificanttotheorganization.Evaluate-theimpactofthetrendsinit
25、scurrentmarkets.Forecast-wherethetrendsareheading,andexaminethethreatsoropportunitiestheyarelikelytobringinthefuture.Evaluate-theimpactonthefirmslong-termstrategy1.Whichofthefollowingstatementsaboutenvironmentalscanningistrue?A.EnvironmentalscanningchangesthemarketingenvironmentB.Environmentalscanni
26、ngidentifiesandexplainspotentialtrendsC.EnvironmentalscanningisanannualeventD.EnvironmentalscanningfocusesprimarilyongeographicalandmeteorologicalfactorsE.Alloftheabovestatementaboutenvironmentalscanningaretrue2.TheLemonTreeisahigh-fashionboutiquesellingtop-of-the-linewomensclothingknowingthecustome
27、rschangingtastesandprovidingsomethingdifferentfromotherretailers.Inaddition,becauseofthehighvalueofthemerchandise.TheLemonTreesmanagementisexploringtheuseofcomputerizedinventorycontrolsandsalesorderprocessing.Fromthisdescription,onecaninferthattheenvironmentalcategoryofleastimportancetotheLemonTreei
28、s:A.economicB.regulatoryC.technologicalD.socialE.competitive3.Businesseshavediscoveredthattheycangrowbiggerbytargetingsmallergroupsofconsumers.Thesegroupsareincreasinglydefinedasagenerationrelatedtoimportantlifeexperiences.Thereasonisthatpeoplewho_formbrandloyaltiesthatcouldlastalifetime.A.transitio
29、nB.begincollegeC.retireD.areinelementaryschoolE.getmarried4.Concernforhealthandfitnessisonereason51millionpeopleintheUnitedStatesreportthattheyaretryingtocontroltheirweight.Thisconcernrepresents:A.changingvaluesB.changeinpopulationcompositionC.demographicchangeD.increaseinvalueconsciousnessE.Changin
30、gethniccomposition6.OnereasonsomepeopledontliketobuyclothingfromInternetretailersistheinabilitytoknowiftheclotheswillfitoncetheyhavearrived.Thisisanexampleof_forcesofthemarketingenvironment.A.economicB.regulatoryC.competitiveD.socialE.technological7.TheElectronicsignaturesinglobalandNationalCommerce
31、Artmakesdigitalsignaturesasvalidasnon-digitalpen-and-inksignatures.Thisactcreatedademandforsoftwareandhardwarethatwouldcollect,transmit,andreceivedigitalsignatures.Thisexampleindicateshow_forcescanworktogetherinthemarketingenvironment.A.technologicalandregulatoryB.technologyandcompetitiveC.socialand
32、competitiveD.technologyandsocialE.regulatoryandeconomic8.Thesocialforcesoftheenvironmentincludethe_ofthepopulationanditsvalues.Changesinthesecanhaveadramaticimpactonmarketingstrategy.A.livingstandardsB.socialclassC.demographiccharacteristicsD.dialectE.tasteinmusic第4章PersonalMoralPhilosophyandEthical
33、BehaviorMoralIdealismUtilitarianismConceptCheck1.WhatareethicsA:Ethicsarethemoralprinciplesandvaluesthatgoverntheactionsanddecisionsofanindividualorgroup.Theyserveasguidelinesonhowtoactrightlyandjustlywhenfacedwithmoraldilemmas.2.WhatarefourpossiblereasonsforthepresentstateofethicalconductintheUnite
34、dStatesA:Pressureonbusinesspeopletomakedecisionsinasocietywithdiversevaluesystems.Businessdecisionsbeingjudgedpubliclybygroupswithdifferentvaluesandinterests.Thepublicsexpectationsofethicalbehaviorhasincreased.Ethicalbusinessconductmayhavedeclined.1.Manymediatodayusepay-to-votepails(inwhichresponden
35、tsusea900telephonenumbertovote“yes”or“no”onacurrentissue)asameansofgeneratingviewerorlistenerinterest.A.ethicalbutillegalB.ethicalandlegalC.unethicalandillegalD.unethicalbutlegal2.Morethan70percentofthephysiciansintheMaricopaCounty(Arizona)MedicalSocietyagreedtoestablishamaximumfeescheduleforhealths
36、ervicestocurbrisingmedicalcost.Allphysicianswererequiredtoadheretothisscheduleasaconditionformembershipinthesociety.TheU.S.SupremeCourtruledthatthisagreementviolatedtheShermanActandrepresentedpricefixing.Thisexampleillustratesthatthephysiciansactionwere:A.ethicalbutillegalB.ethicalandlegalC.unethica
37、landillegalD.unethicalbutlegal3.Chinaistheworldslargesttobacco-producingcountryandhas300millionsmokers.TheU.S.tradenegotiatorsareacting:A.ethicallybutillegallyB.ethicallyandlegallyC.unethicallyandillegallyD.unethicallybutlegally4._comprisetheeffectiverulesofthegame,theboundariesbetweencompetitiveand
38、unethicalbehavior,andthecodesofconductinbusinessdealings.A.SocietalnormsB.CulturalmodesandmoresC.BusinessculturesD.Fairtradepractices5.MichaelSmolensky,isCEOofLifewayFoods,lnc.,basedinSkokie,IIIThisisanexampleof:A.economicespionageB.reasonableinquiryC.industrystandardizationD.standardoperatingproced
39、ure6.Economicespionageismostprevalentinwhichtypeofindustries?A.plasticsB.retailC.loggingandfurnituremanufacturingD.high-tech7.Procter&GambleraisesfundsfortheSpecialOlympicswhenconsumerspurchaseselectedcompanyproducts.Thisisanexampleof:A.goodwillmarketingB.publicrelationsmarketingC.transactionalmarketingD.causemarketing第5章CONSUMERPURCHASEDECISI