专英 (1)

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正文

1、Who are the political environment?

Laws government agencies pressure groups.

2、what do political environment do?

Influence and limit various organizations and individuals in a given society.

3、what kind of regulation?

Well-conceived regulation.

4、what they can do?

They can (1) encourage competition (2)ensure fair markets.

5、what is the public policy(guide commerce)?

Sets of laws and regulations that limit business for the good of society as a whole.

6、what is the purpose of the public policy ?

To guide commerce.

Author comment

7、what does most companies want to be?

To be socially responsible.

8、what are the reasons to business legislation?(what is the purpose of the business legislation)

(1)The first is to protect companies from each other.

(2)The second purpose of government regulation is to protect consumers from unfair business practices.

(3)The third purpose of government regulation is to protect the interests of society against unrestrained business behavior.

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Author comment

9、How does culture factors affect people?

(1)how people think 2、How they consume.

10、what factors strongly affect people?

Cultural factors.

11、who are keenly interested in the cultural environment?

Marketers.

12、what reaction of the marketers in the cultural environment?

Marketers are keenly interested in the cultural environment.

13、What’s the meaning of the cultural environment?

Institutions and other forces that affect society’s basic values,perceptions(看法）,preferences,and behaviors.

14、what is the society’s basic values?

(1)Perception (2)Preferences (3)Behaviors.

正文

15、what does people in a particular society do?

(1)shapes their basic beliefs and values. 2、Absorb a word view that defines their relationships with others.

16、what is the cultural characteristic can affect marketing decision making?

1、persistence of cultural values.

2、Shifts in secondary cultural values.

17、what are the persistence of cultural values?

(1)core beliefs and values 2、Secondary beliefs and values

18、what is the core beliefs and values?(不确定）

These beliefs shape more specific attitudes and behaviors found in everyday life.(These are passed on from parents to children and are reinforced by schools,churches,business,and government.)

19、what are two beliefs in the secondary beliefs?

(1)Believing in marriage is a core belief.2、Believing that people should get married early in life is a secondary belief.

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20、what is the major cultural values of a society （6个）

(1) People’s views of themselves (2) people’s views of others

(3)people’s views of organizations(4)people’s views of society

(5)People’s views of nature(6)people’s views of the universe

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21、What does will continue our exploration in this chapter?

(1)how marketers gain insights into consumers(2)The marketplace(3)How companies develop and manage information

22、what are the important marketplace elements?

（1）Customers （2）competitors （3）products （4）marketing programs.

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23、How to create value for customers and to build meaningful relationships with them? (1)marketers must first gain fresh insights.(2) marketers must gain deep insights into what customers need and want.

24、what companies use such customer insights to ?

To develop competitive advantage

25、where such insights come from ?

The good marketing information

26、what is the race for competitive advantage ?

The race for competitive advantage is really a race for customer and market insights.

27、2 questions in consumers themselves usually can’t tell you exactly.

(1)what they need (2)why they buy

28、what does the marketers do to gain good customer insights?

Marketers must effectively manage marketing information from a wide range of sources.

29、2 marketing information have ready access to by marketers.

(1)information technologies(2)information environment

30、why does marketers frequently complain that they lack enough information of the right kind?

Because they don’t need information,they need better information.

31、what is the number-one for digital-age marketers？

Challenge

32、What is the real value of marketing research and marketing information lies in how it is used ?

In the customer insights that it provides.

33、2 kinds of the real value of customer insights.

(1)Marketing research .(2)marketing information

34、what do companies do in customer insights？

(1)gather (2)disseminate (3) apply deep customer insights

35、what competitive advantages companies that gather,disseminate,and apply deep customer insights obtain?

Powerful,profitable,sustainable competitive advantages for their brands.

36、what does company do when they know this customer insights?

Companies are now restructuring and renaming their marketing research and information functions.

37、what is the customer insights teams(groups)?

(1)a vice president (2)representatives from all of the firm’s functional areas.

38、what are this variety of sources ranging from?

(1)ranging from traditional marketing research studies(2)Mingling with consumers

(3)Observing consumers (4) monitoring consumer online conversations about the company and its products.

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39、why is company use the marketing information?

Because using the marketing information can create more value for its customers.(company can create more value for its customers)

40、what doesn’t companies must be careful?

Companies must be careful not to go too far and become customer controlled.

41、what should do to understand customer?

You should understand customers to the core and give them what they need.

42、what meaning of the MIS? (marketing information system)

People and procedures for assessing information needs, developing the needed information,and helping decision makers to use the information to generate and validate actionable customer and market insights.

Essay(仅供参考）

P83

1.Political environment:The political environment consists of laws,government agencies,and pressure groups that influence and limit various organizations and individuals in a given society.

Marketing decisions are strongly affected by developments in the political environment.

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2.cultural environment: Cultural environment is made up of institutions and other forces that affect society’s basic values,perceptions,preferences,and behavi ors.

People grow up in a particular society that shapes their basic beliefs and values.They absorb a world view that defines their relationships with others.

The cultural characteristics consist of persistence of cultural values and shifts in secondary cultural values that can affect marketing decision making.

The persistence of cultural values shape more specific attitudes and behaviors found in everyday life.Core beliefs and values are passed on from parents to children and are reinforced by schools, churches,business,and government.

Secondary beliefs and values are more open to change.Believing in marriage is a core belief;believing that people should get married early in life is a secondary belief.

The shifts in secondary cultural values c onsist of People’s views of themselves people’s views of others, people’s views of organizations, people’s views of society, people’s views of nature and people’s views of the universe.

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3.MIS: people and procedures for assessing information needs,developing the needed information,and helping decision makers to use the information to generate and validate actionable customer and market insights.

Figure 4.1 shows that the MIS begins and ends with information users----marketing managers,internal and external partners,and others who need marketing information.

(1)it interacts with these information users to assess information needs.

(2)It interacts with the marketing environment to develop needed information through internal company databases,

(3)Marketing intelligence activities, (4)and marketing research.

(5)The MIS helps users to analyze and use the information to develop customer insights,make marketing decisions,and manage customer relationships.