市场营销复习资料

Marketing1 Explain customer satisfactionIt is the result of goods or services meeting or exceeding the buyer's needs and expect ations.2 what are the basic steps in developing a marketing strategy1 study and analyse potential target markets and then chosen among them2 create a marketing mix to satisfy target market3 define valueThe perception that the quality of a good or service in balance with the price charged 4 explain market segmentationProcess of dividing a total market into several relatively homogeneous groups5 explain marketing research and why it is importantMarketing research involves collecting and using information to support marketing deci sion makingØ identify problems or opportunitiesØ analyze competitionØ evaluate or predict customer behaviorØ measure existing product offeringsØ Develop price 、distribution and promotion plans6 explain utility and how it is createdUtility is the ability of a good or service to satisfy the wants and needs of customersØ Form utility:when a raw material,parts,other input converted into a finished goodØ Time utility:making a good or service available when a customer want to purchase it Ø Place utility:making product available in a convenient placeØ Ownership utility:orderly transfer from seller to buyer7 define qualityA degree of excellence of a good or service8 explain how market segmentation worksan imediate segmentation distinction involves whether the firm is offering goods and services to customers for their own use(B2C market)or to purchasers who will use them directly or indirectly in providing other products for resale(B2C market)common bases for segmenting B2C market:geograghical; demograhpic;psychographic;product relatedB2B market:geographical;demographic;end-use9 explain buyer behaviorSeries of decision process by individual consumers who buy products for their own use and organizational buyers who purchase business products to be used directly or indire ctly in the sale of other items10 explain how relationship marketing benefit an organizationBy developing longterm connections with customers and organizations can effectively t arget its best customers and create loyalty,which in turn reduces a firm's marketing cos ts（save time, accomplish business goals,develop skills and experience,improve service t o customers……）11 what are the steps involved in purchasing decisions?Ø Problem awarenessØ Information searchØ Evaluation of alternativesØ Purchase decisionØ Purchase actØ Postpurchase evaluation12 explain how the history of marketing has changedThe marketing focus has shifted from a seller's market to a buyer's market. The eras i nclude the product era(product-focused),sales era(transaction-focused),marketing era( customer-focused),relationship era(developing long-term relationships)13 what is a product?describe the components of a produceProduct is a bundle of physical,service,and symbolic attributes designed to satisfy custo mer wantsØ Physical product:is the tangible ,actual product,it includes design,packaging,etcØ Service product:the non-physical part of the product.it usually consists of lots of add ed value,delivery,warranties,customer service supportØ Symbolic product:the benefit of the product that makes it valuable to you,convenienc e,status,safety,ect14 explain how firms identify their productsProducts are identified by brands,brand names,trademarks,and packaging15 how do business products differ from consumer itemsBusiness products are those purchased for use either directly or indirectly in the produc tion of other goods or services for resale.consumer products are those purchased by ult imate consumers for their own use16 what are some of the strategies for extending the product life cycle Decisions about package design,brand name,trademarks,warranties,product image,new product development,and customer service17 identify and briefly describe each of the four stages of the product life cyc leØ Introduction stage:firm tries to promote demand for its new offerings,inform the mar ket about it,give free samples to entice consumers to make trial purchase,and explain it s features,uses,and benefitsØ Growth stage:sales climb quickly as new customers join early users who now are rep urchasing the itemØ Maturity stage:industry sales eventually reach a saturation level at which further exp ansion is difficultØ Decline stage:sales fall and profits decline18 what are some consideration in making pachage decisions when marketing internationallyMarketers must be aware of such factors as language variations and cultural preferenc es19 explain product line and product mixProduct line:group of related products that are physically similar or are intended for the same marketProduct mix:a company's assortment of product line and individual offerings20 explain supply chainThe complete sequence of suppliers that contribute to creating and delivering a good o r service to customers21 explain physical distribution and the activities involved in physical distrib utionPhysical distribution is the activities aimed at efficiently moving finished goods from the production line to the consumer or business buyerThe activities involved in physical distribution areØ Warehousing---storage of productsØ Marketing handling---moving items within factories,warehouses,transportation termin als,and storesØ Inventory control---managing inventory costs,eg.storage facilities,insurance,taxes,an d handingØ Order processing---preparing orders for shipment and receiving ordersØ TransportationØ Customer service22 how is distribution(place)utility createdIt is created when intermediaries help ensure that products are available for sale when or where the customer wants to purchase them---store retailers,non-store retailers.who lesalers....23 explain customer serviceIt is providing the needed goods or services to the customer in an efficient manner,cre ating added value to a product or service24 differentiate between direct distribution and indirect distribution ,which i s betterIndirect distribution involves distributing your product by the use of an intermediary-for example a manufacturer selling to a wholesaler and the on to retailerDirect distribution involves distributing directly from a manufacturer to the consumer The best choice depends on the circumstances of the market and on customer needs 25 define promotional mix and list the components of a promotion Promotional mix is the combination of personal and non-personal selling techniques de signed to achive promotional objectives.the components arePersonal selling:interpersonal promotional process involving a seller's face to face prese ntation to a prospective buyerNon-personal selling:advertising,sales promotion,direct marketing,and public relations26 explain promotion and outline the objectives of promotionPromotion is the communication link between buyer and seller that performs the functi on of informing,Persuading and influencing a purchase decisionObjectives includeProvide informationDifferentiate a productStabilize salesIncrease salesAccentuate the product's value27 identify promotional strategies for extending the product life cycle Informative advertising:build initial demand for a product.introductory stage Persuasive advertising:improve the competitive status of a product.growth stage Reminder oriented advertising:maintain awareness28 explain primary demand and selective demandPrimary demand tries to develop a consumer desire for a general product category(milk ,cheese,etc)Selective demand attempts to create desire for a specific brand29 discuss the major ethical issues involved in promotionPuffery and deceptionPromotion to children and teensPromotion on school campusesDepiction of women in advertisingUsing violence or sex to attract attention30 what is price? How is it different from the other"p"s in the marketing mix ?Price is the exchange value of a good or service.it is the only"p"that brings in revenue; all the others(products,place,and promotion)cost the firm money31 summarize the four alternative pricing strategiesØ Skimming pricing:setting an intentionally high relative to the prices of competing pro ductsØ Penetration pricing:setting a low price to introduce a new product and generate sales Ø Everyday low pricing and discount pricing:ELP:maintaining continuous low prices rather than relying on short-term price-cut ting tactics such as cents-off coupons,rebates,and special salesDiscount pricing:attracting customers by dropping prices for a set period of timeØ Competitive pricing:Reducing the emphasis on price competition by matching other fi rms' prices32 outline the different types of pricing objectivesØ Profitability:the most common objective;maximizing profits may be done by reducing costs,increasing volume of sales,and increasing priceØ Volume:price is based on marketØ Pricing to meet competition:matching competitor's prices33 how are prestige pricing and odd pricing used?Prestige pricing:the price set is high to reflect the exclusiveness of the product.an exam ple of products using this strategy would be an upscale department store,first class airli ne services,or high-end productsOdd pricing:setting prices in uneven amounts or amounts that sound less than they rea lly are.eg.$1.99or$299-also used as a signal a product is on sale34 explain breakeven analysisPricing technique used to determine the minimum sales volume a product must generat e at a certain price level to cover all costs.involves determining fixed costs and variable costs35 discuss consumer perceptions of priceMarketers must consider how consumers perceive the price Price-quality relationships o f their products.consumers may be willing to pay a higher price if they perceive a produ ct to be of superior quality.some customers are perfectly willing to pay more for goods that are certified to be organically grown.however,extreme prices-either high or low-ma y rurn consumers away.marketers often use odd pricing to convey a message to consu mers.it is easier to justify a purchase of $299 than one of $30036 what is CSR and how can it benefit a firmCorporate social responsibility is a form of corporate self-regulation integrated into a bu siness model.CSR policy functions as a built-in,self-regulating mechanism whereby a bu siness monitors and ensures its active compliance with the spirit of the law,ethical stan dards,and international normsCSR is the concept that an organization has obligations not just to conduct its business and adhere to legal guidelines,but also to look out for the welfare of its employees,the community,and society at largeBENEFITS :a few of these should be mentioned and expanded upon:Reputation of integrity,best practice,and brand imageExpectations of shareholders can be metBuild customer loyalty based on ethical valuesImprove financial performance-increased sales,more investors,more long-term profits Ensure legal complianceRisk management-avoid costly accident and lawsuitsCompany gains public support for policiesHelps sustain a competitive advantage to provide a subconscious level of advertising。