市场营销MARKETING试
2023年CIM市场营销考试大纲
2023年CIM市场营销考试大纲CIM（Chartered Institute of Marketing，特许市场营销学会）是全球最具影响力的市场营销专业认证机构之一。
每年，CIM都会发布市场营销考试大纲，以指导学生和专业人士备考。
本文将对2023年CIM市场营销考试大纲进行详细解读，以帮助读者了解考试内容和重点。
I. 考试概述2023年CIM市场营销考试分为多个级别，包括基础级、专业级和战略级。
每个级别都有不同的考试科目和要求。
以下将介绍不同级别的考试科目及其内容要点。
II. 基础级考试科目基础级考试科目主要旨在培养学生对市场营销基本概念和原理的理解。
考试科目包括以下几个方面：1. 市场营销原理- 市场营销的定义和作用- 市场营销环境和趋势- 市场细分和定位- 市场调研和数据分析2. 产品和品牌管理- 产品生命周期和开发- 品牌定位和管理- 产品组合和创新3. 价格和渠道策略- 定价策略和方法- 渠道选择和管理- 物流和供应链管理4. 传播与推广- 市场传播理论- 广告和促销策略- 数字营销和社交媒体推广III. 专业级考试科目专业级考试科目旨在深入探讨市场营销的各个领域，并提供实践操作技巧。
考试科目包括以下几个方面：1. 消费者行为- 消费者决策过程- 消费者洞察和行为研究- 消费者心理和文化因素2. 服务营销- 服务品质和满意度管理- 客户关系管理- 服务创新和设计3. 国际市场营销- 国际市场分析和策略- 跨文化沟通和管理- 跨境电商和全球品牌建设4. 销售管理- 销售战略和计划- 销售团队培训和绩效评估- 销售渠道管理和拓展IV. 战略级考试科目战略级考试科目旨在培养学生分析市场趋势和制定市场战略决策的能力。
考试科目包括以下几个方面：1. 市场分析和预测- 市场规模和增长趋势- 竞争分析和SWOT分析- 市场预测和趋势预测2. 市场计划和执行- 市场定位和差异化策略- 市场推广和营销沟通计划- 市场绩效评估和控制3. 创新和创业- 创新管理和创新驱动- 创业机会识别和评估- 创业战略和资源配置4. 可持续市场营销- 社会责任和可持续发展- 绿色市场和绿色产品- 循环经济和环境保护V. 考试准备建议备考CIM市场营销考试需要一定的时间和复习策略。
市场营销学 Marketing 第4章 消费者市场与消费者购买行为 2019
2.个性的本质（the nature of personality）
在个性的研究方面，有3个不同的重要问题： （1）个性反映了个体的差异性（Personality
reflects individual differences.） （2）个性难移,始终如一(personality is
业缘，文缘，等等。这是指社会群体赖以 维系的社会关系。
（3）有共同的目标和活动。群体成员之所 以结合在一起，是为了开展既满足个人需 要又有益于社会的共同活动。
（4）有群体规范。规范是群体成员互动和开展 活动所遵循的准则。它除了包括社会所通行的 一般准则之外，还有仅为本群体所特有的某种 特殊的要求。 （5）有群体意识。这是指群体成员在长期的共 同活动和彼此交往中形成的一种关心群体存在 和发展，与群体荣辱与共的思想感情。
(五) 个性(重点)
1. 其定义多种多样。但我们使用如下的定义。 个性是指决定和反映一个人对其环境反
应的内在心理特征。（Personality should be defined as those inner psychological characteristics that both determine and reflect how a person responds to his or her environment.）
（5）无形性：文化对人们行为的引导和影响， 就像一只“看不见的手”。
• 文化对消费者的购买行为具有最广泛、最深 远的影响。
二 社会因素
1.社会群体的含义： 一般是指人们通过某种社会关系联结起来进
行共同活动而相互作用的群体。
2.社会群体的基本特征主要有： （1）一定数量的人群。 （2）有联系的纽带。例如：血缘，地缘，
智慧树答案Marketing(市场营销学)知到课后答案章节测试2022年
第一章1.The core of marketing is:答案:Transaction2.The benefits that products offer relative to the cost of the products is called:答案:Value3.The three main elements of market inlcude:答案:Intention or desire topurchase;People with unmet needs;Ability to purcahse4. A product can satisfy functioanl needs or symbolic needs, but not both.答案:错5. A fundamental task of marketing is to discover and satisfy customer needs.答案:对第二章1.The first step in annual planning and control is ( ).答案:Set the goals2.( ) is the most common way of organizing marketing function.答案:Organziation by funcition3.The ways of organizing the markeitng department include ( ).答案:Organizatipon by product;Organization by geographicregion;Organization by brand;Organziation by funcition;Organization bymarket management4.The essence of marketing organization is about how to allocate humanresources.答案:错5.Generally speaking, span of control and chain of command are positivelycorrelated.答案:错第三章1.All of the following are macro-environment factors EXCEPT:答案:Competition2.The largest generation cohort in the west is:答案:Baby boomers3.When analyzing competition, what factors should we look at?答案:Indirectcompetitors;Nature of competition;Dierect competitors;Strengths andweakenesses of competitors;Number of competitors4.When analyzing competition, one should put more emphasis on directcompetition than on indirect competition.答案:错5.In a orligarplistic market, competitors are generally sensitive to each other'sprice change.答案:对第四章1.Marketing research provides _____ that aids decision making.答案:information2.All the following are qualitative research methods EXCEPT:答案:Experiment3.Source of information for marketing decision making inlcude _____.答案:Internal secondary data;Marketing Research System;Marketingintelligence4.Before conducting primary research, one should first explore the option ofsecondary data.答案:对5.Because focus group provides rich insights, one can use focus group findingsto make predictions.答案:错第五章1. A consumer's unit of purchase is an individual or（）.答案:family2.The purchasing process of consumers is the transformation of consumers'purchasing motivation into（）.答案:purchasing behavior3.Factors influencing consumer buying behavior include（）.答案:individualfactors;social factors;cultural factors;situational factors4.Different social classes have different preferences for the same kind ofconsumer goods.答案:对5.Male customers are more decisive and quick when buying goods, whilefemale customers tend to choose carefully.答案:对第六章1.Market segmentation refers to the process in which enterprises divide themarket according to the ( ) of consumers in certain aspects.答案:heterogeneity2.The most attractive market segment should have characteristics of（）答案:High barriers to entry and low barriers to exit3.When choosing target market strategy, consideration should be given to（）.答案:Enterprise resource;Product life cycle;Product attribute;Strategic competitor;Market characteristicsrge users usually make up only a small percentage of total consumption, sotheir share is low.答案:错5.The key to winning and maintaining long-term consumer spending is tounderstand consumers' needs and buying processes more accurately thancompetitors, and to provide them with more value.答案:对第七章1.The so-called bidirectional extension of product line means that theenterprise originally located in the mid-range product market will extend to the two ( ) directions of product line after mastering the market advantage.答案:up and down2.People do not buy cosmetics to obtain some of its chemical components, butto obtain beauty, from this point of view, the beautification function thatcosmetics product provide is a case of（）.答案:Core product layer3.According to consumers' buying habits，products can be classified into（）.答案:shopping goods;specialty goods;convenience goods4.Product is an important factor in the marketing mix, and other factors suchas price, distribution and promotion must be decided on the basis of product.答案:对5.Once the new product is successfully tested in the market, it means that thenew product can be quickly accepted by consumers, and the enterprise canobtain rich profits.答案:错第八章1.In the case of overproduction, facing fierce competition or trying to changeconsumer demand, enterprises' main objective of pricing is （）.答案:Make the company survive2.Average fixed cost is the share of total fixed cost divided by （）.答案:production volume3.The advantages of cost-plus pricing include （）.答案:Price competition maybe minimized;Feeling fair ;Greatly simplifies the pricing process4.The higher the unit price is, the more profit maximization can be realized.答案:错5.If the demand for a good is elastic, a moderate reduction in price at this timecan increase sales and may also increase profits.答案:对第九章1.Manufacturers of low unit cost products usually select ( ) to distribute theirproducts.答案:wholesalers2. A marekting channle where there are only a limited number ofintermediaries at the same dsitribution stage is called ( ).答案:narrowchannel3.The major types of retail stores include ( ).答案:Conveniencestore;Supermarket;Discount store;Specialty store4.Intenstive distribution is suitable for shopping goods and specialty goods.答案:错5.Direct channle is the major type of distribution for consumer goods.答案:错第十章1.Which of the following is true about the relationship between promotion andmarketing?( )答案:Promotion is an integral part of marketing strategy2.The core of the promotion work is（）.答案:Communication3.Regarding the classification of advertising targets, which of the followingstatement is correct? ( )答案:Notification advertising is mainly used topromote new products;Persuasive advertising is very important in thecompetitive period of products;Reminder advertising is very important inthe maturity of a product4.All the promotion means of enterprises can be divided into two categories,one is personal marketing, the other is the mass marketing.答案:对5.During the input period, more advertisements should be made to promotethe functions of the products.答案:对第十一章1.The key to digitally integrated marketing is ( ).答案:consumer share2.Digital marketing is the activity, set of insitutions, and processes for creating,communicating, and transacting value for customers and other stakeholders through ( ).答案:digital technology3.The major platforms for digital marketing inlcude ( ).答案:mobiledevice;Search engines;Social media;Websites;Emails4.Digital marketing is the most important marketing instrument in today'sworld.答案:错5.Consumer interactivity refers to the phenomenon that people want to stayconnected with their device, friends, work, and study at all times.答案:对第十二章1.The part of the brand that can be addressed in language that makes a soundis called（）.答案:brand name2.The basic meaning of a brand is that it represents a specific ( ).答案:commodity attribute3. A brand reflects the relationship between an enterprise and its customers,and the depth and breadth of this relationship usually requires perspective in many aspects, such as ( ).答案:brand loyalty;brand perceived value;brandassociation;brand awareness4.Brand equity embodies its value by providing services to consumers andbusinesses.答案:错5.The appreciation of brand equity often happens during usage.答案:对。
市场营销英语试题及答案
市场营销英语试题及答案一、选择题（每题1分，共10分）1. Which of the following is NOT a function of marketing?A. Product developmentB. PromotionC. DistributionD. Human resources management2. The 4Ps of marketing mix refer to:A. Product, Price, Place, PromotionB. Product, Price, Position, PromotionC. Product, Price, Positioning, PromotionD. Product, Place, Position, Promotion3. What is the primary goal of market segmentation?A. To increase the number of productsB. To target specific customer groupsC. To reduce advertising costsD. To expand the market share4. Which of the following is an example of a push strategy?A. AdvertisingB. Personal sellingC. Sales promotionsD. Public relations5. The concept of "Customer Lifetime Value" (CLV) is used to measure:A. The value of a customer's first purchaseB. The value of a customer's total purchases over timeC. The value of a customer's most recent purchaseD. The value of a customer's future purchases6. What is the term used to describe the process of identifying, anticipating, and satisfying customer requirements efficiently and effectively?A. Market researchB. Customer relationship managementC. MarketingD. Product management7. A marketing campaign that focuses on the benefits of the product to the customer is known as:A. Feature-based marketingB. Benefit-based marketingC. Need-based marketingD. Value-based marketing8. Which of the following is a type of market structure?A. MonopolyB. OligopolyC. Perfect competitionD. All of the above9. In marketing, the term "brand equity" refers to:A. The value of the brand's assetsB. The brand's market shareC. The brand's advertising budgetD. The brand's customer base10. Which of the following is a key element of the marketing mix for services?A. Service qualityB. Service priceC. Service promotionD. All of the above二、填空题（每题1分，共5分）11. The SWOT analysis is a tool used to identify a company's strengths, weaknesses, opportunities, and ________.12. The marketing concept is based on the idea that the key to achieving organizational goals is to determine the needs and wants of ________ and society.13. A ________ is a marketing strategy that involves creatinga unique image or identity in the minds of consumers.14. The term "market penetration" refers to increasing sales of existing products to existing customers without ________.15. The marketing mix for tangible goods is often referred to as the "4Ps," while for services it is sometimes called the "7Ps," which includes the additional elements of people, process, and ________.三、简答题（每题5分，共10分）16. Briefly explain the concept of market orientation and its importance in business.17. Describe the steps involved in the marketing research process.四、案例分析题（15分）18. (a) Assume you are a marketing manager for a new smartphone brand. Discuss the factors you would consider when setting the price for your product.(b) How would you use the concept of market segmentation to target different consumer groups?五、论述题（20分）19. Discuss the role of technology in modern marketing and how it has changed the way companies interact with their customers.答案：一、选择题1. D2. A3. B4. B5. B6. C7. B8. D9. A10. D二、填空题11. threats12. target customers13. brand positioning14. targeting new markets15. physical evidence三、简答题16. Market orientation is a business philosophy that emphasizes the importance of understanding and meeting customer needs in order to achieve long-term success. It involves a customer-centric approach where the company's actions are driven by the needs and wants of the market. This concept is important because it helps companies to be more competitive by focusing on customer satisfaction, which can lead to increased loyalty and profitability.17. The marketing research process typically involves the following steps: defining the research problem, designing the research, collecting data, analyzing data, and reporting findings. Each step is crucial for gaining insights into the market and making informed decisions.四、案例分析题18. (a) When setting the price for a new smartphone, factors to consider include production costs, competitor pricing, perceived value, target market's willingness to pay, and the desired profit margin. (b) Market segmentation can be used to identify different consumer groups based on demographics, psychographics, or behavioral factors. Tailoring。
市场营销试卷
一、判断改错题（10 分）1 ．市场渗透是指企业通过在新地区或国外增设商业网点或利用新的分销渠道，加强广告促销等措施，在新市场上扩大现有产品的销售。
[ ]2 ．核心产品是顾客购买有形产品时所获得的全部服务和利益，包括提供贷款、免费送货、保证、安装和售后服务等。
[ ]3 ．中间商一类的代理商在从事批发业务时，对其经营的商品拥有所有权。
[ ]4 ．所谓密集分销，是指制造商在某一地区仅仅通过少数几个精心挑选的、最合适的中间商推销其产品。
[ ]5 ．在产品成熟期，广告与销售促进的配合使用能促进消费者认识、了解企业的产品。
[ ]二、多项选择题（10 分）1 ．促使企业意识到市场营销重要性的主要因素有a 销售额下降b 增长缓慢c 销售成本提高d 购买行为改变e 竞争的加剧2 ．下列几项中，属于传统营销观念的有a 生产观念b 产品观念c 市场营销观念d 推销观念e 社会营销观念3 ．影响消费者行为的主要因素有a 文化b 社会c 组织d 个人e 心理4 ．寻找、发现市场机会时，用于细分产业市场的常用变量有a 地理变量b 最终用户c 人口变量d 行为变量e 顾客规模5 ．产品生命周期成熟期的特点是a 销售额稳定b 利润下降c 市场需求趋于饱和d 销量加速递减e 实力较差的企业从市场上自然脱落f 市场竞争开始加剧6 ．波士顿咨询集团法主要使用的市场变量a 企业业务实力b 行业吸引力c 相对市场占有率d 市场增长率7 ．影响企业定价的主要原因有a 政治因素b 成本c 文化d 需求e 购买力f 竞争8 ．以中间商的数目来衡量营销渠道的类型主要有a 一层渠道b 密集分销c 二层渠道d 选择分销e 独家分销f 三层渠道9 ．影响企业营销的宏观因素有a 人口b 竞争c 市场d 政治法律e 经济f 顾客g 文化10 ．快速渗透策略是以推出产品a 高价格b 低价格c 高促销费用d 低促销费用三、概念题（英文回答）（30 分）四、简答题（20 分）1 、何谓市场定位，请用文字、图示和实例加以说明2 、请简要说明促销“推动”策略和“拉引”策略的不同之处，并各举一事例加以比较五、论述题（15 分）请用文字、图示和实例说明并解释无差异营销、差异营销和集中营销策略三种市场策略的主要思路、适应的市场条件及主要优、缺点六、分析题（15 分）据统计，上海人均消费牛奶为全国平均水平的4 倍，居于全国首位。
市场营销marketing必备技能及工作重点
市场营销marketing必备技能及工作重点市场营销（marketing）作为一个广泛而重要的领域，要求从业人员具备一系列必备技能。
这些技能的掌握和运用，将决定一个营销人员能否在竞争激烈的市场中脱颖而出。
首先，市场营销人员需要具备深入了解目标市场的能力。
对于一个成功的市场营销策略来说，了解目标市场的需求、趋势以及消费者的行为至关重要。
通过市场调研和数据分析，营销人员能够获得关键的市场信息，从而制定切实可行的营销计划。
因此，掌握市场调研和数据分析的技能是市场营销人员的基本要求之一。
其次，市场营销人员需要具备有效的沟通和表达能力。
在市场营销工作中，与内部团队和外部利益相关者的沟通是必不可少的。
通过良好的沟通和表达能力，营销人员能够准确传达信息、交流想法，并与客户、供应商和媒体等各方建立良好的合作关系。
此外，优秀的口头和书面表达能力也能帮助营销人员在市场推广活动中产生更大的影响力。
第三，创造力是市场营销人员的核心竞争力之一。
在竞争激烈的市场环境中，创新和独特的营销策略是吸引消费者注意和激发购买欲望的关键。
因此，市场营销人员需要培养创新思维和观察力，以便捕捉市场变化并提出新的营销创意。
创造力还可以帮助营销人员设计吸引人的广告和宣传材料，增强品牌形象和市场竞争力。
此外，市场营销人员还需要具备数据分析和结果导向的能力。
市场营销决策需要依据可靠的数据和定量分析，以便评估策略的有效性并做出相应调整。
因此，熟悉市场数据的收集和分析方法，能够运用数据技术工具进行数据处理和可视化的能力是市场营销人员必备的技能之一。
另外，市场营销人员需要熟练掌握数字营销技能。
随着互联网技术的发展，数字化营销在市场推广中扮演着越来越重要的角色。
市场营销人员需要了解和掌握搜索引擎优化（SEO）、搜索引擎营销（SEM）、社交媒体营销和电子邮件营销等数字营销技术和工具，以便将产品或服务推广给更多的目标客户。
最后，一个成功的市场营销人员需要具备有效的项目管理和时间管理能力。
市场营销考试资料2
市场营销考试资料2一、题目类型：单选、名词解释、简答、论述、案例分析。
二、选择题与名词解释知识点：市场、市场营销组合、市场营销、市场营销组合策略、公司战略、市场营销环境、消费行为、购买行为、STP、市场细分、市场定位、产品整体概念、产品组合、产品生命周期、品牌、定价策略、价格调整、分销策略、渠道冲突、窜货，物流、供应链、促销方式、促销组合策略、人员推销、公共关系、公关危机，营业推广、拉与推式策略、整合营销传播、网络营销、关系营销、服务营销。
三、简答题知识点：社会营销、马斯洛需求层次理论、中间商品牌有什么优势与劣势、产品组合策略、市场领导者战略、市场挑战者战略、市场跟随者战略、市场补缺者战略、服务市场营销与商品市场营销的差异、服务营销的解决方案，产品的层次、名牌的形成需要的条件、市场细分的客观基础、定价的策略、市场细分策略、消费者购买行为的影响因素与步骤、人员推销策略、营销宏观与微观环境特征。
二、选择题与名词解释知识点：1.市场，是指具有特定需要与欲望，而且愿意并能够通过交换来满足这种需要或者欲望的全部潜在顾客。
市场由三个要素构成：有某种需要的人、为满足这种需要的购买力与购买欲望。
2.市场营销组合(Marketing Mix)，就是公司用来在目标市场实现其营销目标的一整套能够操纵的营销工具（或者手段）。
3.市场营销的3种定义都能够：1.市场营销是一个社会过程，在这个过程中个人与群体通过制造、提供, 并同他人自由交换产品与价值，以获得其所需所欲之物。
(Philip Kotler) 2.市场营销是计划与执行关于商品、服务与创意的观念、定价、促销与分销，以制造符合个人与组织目标的交换的一种过程。
（美国市场营销协会）3.市场营销是指有利益地满足需要，满足能够获利的需要，制造顾客价值、共赢。
4.市场营销组合策略:1953年尼尔.鲍登(Neil Borden)提出4P’ s策略，即产品策略(Product)定价策略(Price)分销策略(Place)促销策略(Promotion)；1981年布姆斯与比特纳在尼尔.鲍登的基础上提出7P’s 策略，即参与者（Participants）物质环境（Phsical Evidence）过程（Process）+4P’s；科特勒的10P`s，即政治权力（Political power）公共关系（Public relation）探查（Probing）分割（Partitioning）优先（Prioritizing）定位（Positioning产品(Product)定价(Price)分销(Place)促销(Promotion)；20世纪90年代舒尔兹的关系营销的4R理论，即关联（Relevancy）反应（Respond）关系（Relation）回报（Return）4C`s指消费者（Consumer）成本（Cost）便利（Convenience）沟通（Communication）5.公司战略包含：公司使命与目标、公司业务组合策略与新业务策略。
SIMmarketing市场营销模拟实验报告
实验报告1、本次实验你主要做了哪些工作？（1）你在组内的角色？我在ORG小组担任营销部门中的C EO助理，主要是对营销决策提出自己的意见与建议，与组内成员共同协助组长完成最终策略的制定。
（2）你在每个实验中主要提出了哪些策略？实验一：护肤品市场护肤品市场是我们在SimM ark et ing中接触的第一个市场。
所有的公司在初始阶段都处在平等的地位，在营销策略、产品品牌、市场占有率和销售收入等方面都相同。
每一家公司都经营着一种护肤品品牌，每一家公司都可以对现有品牌进行调整或者推出新的产品。
大家都有平等的机会去发展各自的营销战略决策而争取成功。
根据我们ORG小组对调查报告的分析，发现我们的化妆品在美白嫩肤功效这个市场里应该占据较大的份额，所以我们推出了“闪姐笑了”的新品牌，瞄准的是低收入人群，因为低收入人群市场份额占据的大。
但是在第一季度对市场的总预测，根据模拟实验的市场数据进行产品销量的预测，以及对产品的定价等方面我们都忽略了从调查报告中汲取重要的市场信息，导致我们OR G小组的决策都没有理论的支持，就像我们小组当天最后的自我批评与总结所说的：过分的相信自我感觉，忽略了数据传递的信息的重要性。
在后几季的季度中，我们加快了决策制定的速度，提高效率，产品线没有增加，但是新品牌价格下降过大，促销力量大幅上升，渠道支持也提升，但在市场规模预测上仍有不足，“闪姐笑了”的投资回报率却不如“O RG A”原有品牌，市场回应度并不高，渠道覆盖率明显偏低。
资金没有得到利用，预算几乎没有结余，导致总的投资回报率偏低。
后来，我们把营销重点放在更能盈利的“ORGA”上，但市场定位模糊，导致市场占有率继续下降，到了最后一季我们ORG小组屈居末位。
在护肤品市场中，我们小组是初次的磨合，各自的意见都得到很好的重视，不得不说，我们ORG小组是一个很热闹的团队，虽有矛盾，但是组内成员倾向于用事理去说服他人。
实验二：电冰箱市场电冰箱市场 1在电冰箱市场1的第一季度中我们对自己的电冰箱制冷效果与容积有较大信心，但对进军高端市场没有太多把握。
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MARKET PENETRATION MARKET DEVELOPMENT PRODUCT DEVELOPMENT DIVERSIFICATION INTERNATIONAL OPPORTUNITIES
BY USING THESE STRATEGIES MENTIONED ABOVE,ORGANIZATIONS MAY SUCCEED IN FINDING OUT TARGET MARKET. SEGMENTING AND TARGET MARKETING IS IMPORTANT TO ORGANIZATIONS BECAUSE IT RECOGNIZES THAT THERE ARE DIFFERENCES IN THE MARKET AND NOT ALL CUSTOMERS WANT THE SAME THING.SIMILARLY,ORGANIZATIONS,IN MOST PART DO NOT HAVE ENOUGH RESOURCES TO SATISFY ALL THE DIFFERENT NEEDS IN THE MARKET.SEGMENTING ALLOWS THEM TO SEEK OUT ATTRACTIVE SUB-MARKETWHICH THEY MAY BE ABLE TO SATISFY.ONLY IN THIS WAY,CAN MANY ORGANIZATIONS SUCCEED IN A CERTAIN FIELD FOR A LONG RUN.
谢谢大家!
市场营销MARKETING试
市场细分的内容(CONTENT)
1.市场细分的定义(DEFINITION) 2.为什么要市场细分?(WHY TO SEGMENT?) 3.如何进行市场细分?(HOW TO SEGMENT?) 4.市场细分在计划中的作用(FUNCTION IN PLANNING) 5.市场细分在执行中的作用(FUNCTION IN IMPLEMENT)
2.进入或退出市场(ENTER OR WITHDRAW MARKET) 3.目标和战略的基础(BASE OF TARGET AND STRATEGY) 4.优先级和重要性(PRIOR AND IMPORANCE) 5.竞争对手(COMPETITOR)
市场细分在执行中的作用(FUNCTION IN IMPLEMENT)
总结(CONCLUSION)
MARKET SEGMENTATION,TARGETING AND POSITIONING ARE CORE OF MARKETING AND THEY ARE THE KEY FACTOR TO SUCCESS MARKETING.
MARKET SEGMENTATION IS THE BASE OF MARKETING, IT IS REALLY ABOUT LOOKING FOR OPPORTUNITIES;BREAKTHROUGH OPPORTUNITIES THAT GIVE YOUR ORGANIZATION A COMPETITIVE ADVANTAGE.
TOO MANY COMPANIES VIEW THEIR MARKET AS BEING HOMOGENEOUS,WHEN IN ACTUAL FACT IT IS MADE UP OF MANY SMALLER SEGMENTS,ANT ONE OF WHICH MAY PROVE TO BE AN ATTRACTIVE SUB-MARKET.
WITH CREASING COMPETITION,ORGANIZATIONS SHOULD BE LOOKING FOR OPPORTUNITIES TO EXPLOIT THAT WHICH WILL GIVE THEM SOME COMPETITIVE ADVANGES.TO THIS END THEY CAN ADOPT SEVERAL DIFFERENT STRATEGIES.
几方面的逻辑关系
市场 细分战略Biblioteka 企业 目标目标 客户
竞争 对手
CUSTOMER
PRODUCT
BUYER MARKET
市场细分在计划中的作用(FUNCTION IN PLANNING)
1.市场机会与企业实力是否平衡 (BALANCE BETWEEN MARKET OPPORTUNITY AND STRENGTH)
1.4PS的基础(BASE OF 4PS) 2.销售方向(SELLING DIRECTION) 3.分配资源(ALLOCATION RESOURCES) 4.衡量标准(MEASUREMENT STANDARD) 5.市场调查的基础(BASE OF MARKET INVESTIGATION) 6.量化市场的概念(CONCEPT OF QUANTIFYING MARKET)