MKt 304 Chapter 2
药品储运温度验证与偏差处理
药品储运温度验证与偏差处理药品储运过程中经常出现温度超标的情况，基于用药安全和药品稳定有效等方面考虑，药品储运过程中的温度控制和运输验证尤为重要。
本文汇总了中国、欧盟、美国对药品储运过程中温度超标相关的问题的态度，供大家参考。
中国GMP：问题：对于30℃以下储存的产品（成品），在夏天运输过程会超过30℃，像此类药品还需对运输条件确认吗？另外对运输条件的确认以什么方式体现合适？答：需要。
对运输条件进行评估。
点评：对运输条件进行评估是通过运输验证来实现的？简单地说，就是按正常的运输、包装条件下，用温、湿度记录仪等仪器证实整个运输过程的条件满足产品的要求。
对于出现的短时间的背离可以通过长期、加速稳定性数据予以评估。
问题：2～8℃保存的产品，如企业有加速实验数据，短期常温运输对产品质量无影响，可以不用冷链吗？答：不可以。
必须在冷链条件下运输，点评：冷链条件运输时出现的短时间背离按偏差处理。
可用加速实验数据评估，但不允许直接用常温运输条件运输。
问题：运输条件是否与贮存条件一致？答：运输条件应当满足储存条件。
点评：运输条件应满足储存条件，如果在运输途中出现了偏离，可以依据相应的稳定性数据进行评估，确定偏离对产品的影响。
问题165：产品规定储存条件为阴凉处，在运输过程中是否必须采取措施将运输温度控制在20℃以下？答：在不影响产品质量的情况下，运输过程中的温度可以在20℃以上，需要有相应的稳定性数据作为支持，必须采取必要的控制措施。
点评：运输过程中的温度是否可以在20℃以上，温度可以偏离多长时间，最大可偏离的温度上限，这些都需要有相应的稳定性数据作为支持。
同时可以通过运输验证证实在最恶劣条件下产品可能经受的最大温度变化和时间长短，结合稳定性数据做合理的判断。
问题：疫苗的运输条件如何监控？答：疫苗产品的冷链运输，应该配备全过程连续温度记录装置，由接收方在验收产品时对运输过程的温度记录结果进行确认。
点评：依据《中国药典》三部的要求，生物制品贮存温度通常为2～8℃，运输过程需注意快速、冷链、防冻结，因此疫苗产品的运输应采用适当的保温（或控温）措施，且需经过最差条件验证，并建议对运输过程配备连续温度记录装置，记载每一发运单位的温度变化情况，由接收方在验收产品时对运输过程的温度记录结果进行确认，发运单位也应对此结果定期进行评估。
mkt2
Copyright © 2001 by Harcourt, Inc. All rights reserved.
2-11
Regional Institutions
European Coal and Steel Community Customs Unions European Union (EU) North American Free Trade Agreement (NAFTA) Mercosur - Latin America Gulf Cooperation Council (GCC)
Copyright © 2001 by Harcourt, Inc. All rights reserved. 2-7
World Trade Organization (WTO) 19951995-
• General Agreement on Trade in Services (GATS) • Trade-related aspects of intellectual property rights (TRIPS) Trade• Trade-related investment measures (TRIMS) Trade-
Copyright © 2001 by Harcourt, Inc. All rights reserved.
2-4
The Emergence of Global Division (1945)
The post-war East and West ideological split post• The Soviet Union and the Eastern Bloc
-Problems around WTO
– – – – Environmentalist’s concern Labor union’s fear Developed nations’ concern Countries may lose their sovereignty
Mkt 304 chapter 17
Exchange
Objectives Should Guide Strategy Planning for Price (Exhibit 17-4)
Objectives Should Guide Strategy Planning for Price (Exhibit 17-4)
Objectives Should Guide Strategy Planning for Price (Exhibit 17-4)
BASIC MARKETING
Chapter 17 Pricing Objectives and Policies
For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin
A. target return B. status quo-oriented C. profit maximization D. sales-oriented E. non-price competition
Most Firms Set Specific Pricing Policies to Reach Objectives
Exchange
Price Exchanged for Something of Value – View of Channel Members (Exhibit 17-3)
Price
List Price Less: discounts – Quantity – Seasonal – Cash – Trade or functional – Temporary ―deals‖ Less: allowances – Damaged goods – Advertising – Push money – Stocking fees Plus: transportation, taxes, tariffs, and costs of handling or disposal
期权期货与其他衍生产品第九版课后习题与答案Chapter(.
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mkt3
Copyright © 2001 by Harcourt, Inc. All rights reserved.
3-14
Sources of Cultural Knowledge
Experiential knowledge Interpretive knowledge
Copyright © 2001 by Harcourt, Inc. All rights reserved.
3-12
Education
Assessing the educational level of a culture
• formal and informal education • literacy rates • enrollment in secondary or higher education • qualitative aspects of emphasizing science
3-6
Copyright © 2001 by Harcourt, Inc. All rights reserved.
Nonverbal Language
Hidden language of cultures
• • • • Time flexibility and sensibility Social acquaintance and rapport Personal physical space and personal touching NonNon-verbal gestures and signaling
Copyright © 2001 by Harcourt, Inc. All rights reserved.
MKT350
MKT 350 Principles of MarketingEXAM 1 REVIEW50 questions x 2 points each = 100 pointsChapter 1 (16 questions)-What is Marketing? (1)-The process of creating, distributing, promoting, and pricing goods, services, and ideas to facilitate satisfying exchanges with customers and develop and maintain favorable relationships with stakeholders in a dynamic environment.-Target Market (1)-specific group of customers on whom an organization focuses its marketing efforts-Marketing Mix & Objectives (4)-four marketing activities that a firm can control to meet needs of customers within its target market-product that satisfy customer needs-pricing customers are concerned about the value-place. distribution The ready, convenient, and timely availability of products-promotion Activities that inform people about the organization and its products-Environmental Forces (2)-The relationship of customer and stakeholder.-Marketing occurs in a dynamic environment-Marketing Concept (1)-Customer satisfaction is major focus-Evolution of Marketing Concept (2)Late 19th century production orientation1920s-1950s sales orientation1950s-2000s marketing orientation-Managing Customer relationship (3)-Optimize the exchange relationship (customer)-Relationship marketing(long-term relationship between buyer and seller)-CRM customer relationship management. (using information about customers to create marketing strategies develop and maintain satisfied customer relationship) -What is Marketing management (1)-Process of planning, organizing, implementing,-& controlling marketing activities to facilitate-exchanges efficiently & effectivelyo Effectiveness vs. efficiency-Degree to which an exchange helps organization meet objectives-Minimizing resources to achieve specific level of exchange-Forces of Marketing Environment (1)-Chapter 2 (17 questions)-Strategic Planning and its process – it begins with what (2)-The process of establishing an organizational mission and formulating goals, corporate strategy, marketing objectives, marketing strategy, and a marketing plan.-Analysis the organization’s strengths and weaknesses. Identification of organization’s opportunities and threats.-Organizational mission and goals-Corporate and business-unit strategies-Marketing plan- marketing production finance human resources-Organizational Resources and opportunities (1)-core competencies-strategic windows competitive advantage-market opportunities-SWOT (1)-Strengths(competitive advantage or core competencies) weaknesses(limitations on competitive capability) opportunities(favorable conditions in the environment) threats(conditions or barriers to reaching objectives)-Core competencies (1)--Competitive advantage (1)-Marketing opportunity (1)-Mission Statement (1)- A long-term view/vision of what the organization wants to be-Levels of strategic planning (6)o-Boston Consultant Group (2)-Marketing Mix (1)Chapter 3 & 4 (17 questions)-Environmental scanning and Environmental Analysis (2)-Collect information about environmental forces…-From observation, secondary sources, marketing researcho Assess and interpreto Evaluate significanceo Opportunities and threats-Competitive Forces (5)types of competition, competitive structures,-firms that market similar or substitutable products in same geographic areao Brand competition 品牌o Generic Competitiono Product CompetitionDefinition of monopolyo Most companies operate either oligopoly or monopolistic competition.-Economic Forces (5)-Buying power.-Willingness to spend-Economic conditionso Prosperity/Recession/Depression/Recoveryo Discretionary Incomeo Buying Power and its sourceso Using Credit (good or bad)-Political Forces (1)-Maintaining relations with politicians-Legal & Regulatory Forces (3)o Procompetitive lawso Consumer Protection Legislationo Which agency regulates marketing activities FTC Federal trade commission -Technological Forces (1)-Application of knowledge and tools to solve problems and perform tasks more efficiently -Socio Cultural Forces (1)-Influences in a society and its cultures that change people’s attitudes, beliefs, norms, customs.Lifestyles-Cultural valuesExamples of Questions1. Which of the following would not be a customer cost considered in determination of product value?Benefits received in the exchange for the productsEffort spent purchasing the productProduct's purchase priceRisk of purchasing the productTime spent purchasing the product2. The product variable of the marketing mix can include all of the following exceptwarranty issues.repair services.consumer perception of the product price.development of product packaging.creation of brand names.3. To formulate a marketing strategy, one mustdevelop an adequate marketing control process.identify and analyze a target market and develop a marketing mix to satisfy individuals in that market.develop a statement of what is to be accomplished through marketing activities.determine marketing objectives.develop plans for implementation and control.4. Managers at the Littlefield Corporation are engaged in a complex process of revising their organization'smission and goals and developing corporate strategy, marketing objectives, marketing strategy, and, eventually,a marketing plan. This process is calledmarketing strategy.corporate strategy.strategic business planning.marketing planning.strategic planning.5. Which of the following statements is incorrect?Strategic planning begins at the corporate level and proceeds through business-unit and marketing levels.Marketing strategy should be consistent with both the business-unit and corporate strategies.Of the three levels of planning, corporate strategy is the broadest.Business-unit strategy should be consistent with the corporate strategy.Strategic planning begins at the marketing level and proceeds through business-unit and corporate levels.6. Which of the following is not a purpose of the marketing plan?Communicate internally with employeesAssign tasks and responsibilities for implementationSpecify the allocation of resourcesMonitor the performance of a marketing strategyServe as a contract with the customer7. Which of the following statements about the marketing mix is incorrect?Each element of the marketing mix must be precisely matched with the needs of the target market.Each element of the marketing mix must be precisely matched with the other elements of the marketing mix.The elements of the marketing mix are sometimes referred to as marketing mix variables.The selection of the target market serves as the basis for the creation of the marketing mix.Once a marketing mix has been created for a particular target market, it cannot be changed until a new strategic window opens.8. Jones, Inc., is preparing a written document specifying the activities to be performed to implement and control its marketing activities. This document is called thestrategic market program批.strategic business plan.marketing plan.profit plan.marketing program.。
MKT选择(二)
Assessment item 1 PART BMultiple Choice QuizzesValue: 10%Length: 40Questions1. At which product level is a marketer most likely to be able to differentiate a product?a. Coreb. Expectedc. Augmentedd. None of the abovee. Both a and b2. Which of the following statements is correct?a. For many products, as competition increases over time, features that could once have been classified as augmented become expected or even core features.b. The core product comprises the fundamental product benefit that satisfies the consumer's need or want.c. For some products, support services and guarantees may be at the augmented product level, and for other products, these same features may be at the expected level.d. All of the above statements are correct.3. If a consumer is prepared to spend time comparing competing offerings before making a purchase decision, the product is most likely to be a(n)a. unsought product.b. specialty product.c. convenience product.d. shopping product.e. core product.4. Which of the following depicts the phases of the product life cycle in the correct chronological order?a. Introduction, growth, maturity, declineb. New product development, growth, maturity, declinec. New product development, introduction, growth, maturity, declined. New product development, introduction, growth, declinee. None of the above.5. Which of the following could not potentially be an example of product differentiation?a. An organisation offering a product warrantyb. A car manufacturer offering a model with a built in global positioning systemc. An organisation offering a 24 hour product help deskd. A and ce. All of the above are potentially product differentiators6. McDonald's 'golden arches', Qantas's 'flying kangaroo' and the International Olympic Committee's 'olympic rings' are examples ofa. brand names.b. brand marks.c. brand image.d. brand equity.e. none of the above.7. A toy manufacturer who enters into an agreement with the owners of 'The Simpsons' brand name to sell Simpsons toys and associated merchandise would most likely be in a __________ agreement with the Simpson's brand owner.a. franchise.b. licensing.c. brand equity.d. brand loyalty.e. none of the above.8. Which one of the following would not be a potential function or role of product packaging?a. To make a product easier to storeb. To make a product more convenient to usec. To protect a product from waste, damage, or spoilaged. To differentiate a product from competitor's offeringse. To increase the price of the product9. Which of the following statements is incorrect?a. The unit cost of production of a product may decrease as production quantity of it increases.b. Price cannot be flexible in the short term.c. A product's price may be set low initially in order to penetrate a market.d. An organisation may adjust its prices at various times of the year to stimulate demand and generate cash flow.e. Raising prices can lead to a decline in revenue if sales volume declines.10. Which of the following price situations is inherently illegal?a. An organisation establishes an artificially low price for one item in a product line in order to attract buyers into a store, but has sufficient stock of that item and is willing to sell it for that price.b. An organisation charges different prices to customers in different geographic regions due to higher transportation costs.c. An organisation offers a low entry price for a basic product, then charges more for desirable additional parts or functions.d. An organisation offers volume purchase discounts.e. None of the above situations are illegal.11. Which of the following statements is correct?a. For most products, there is an inverse relationship between price and quantity sold.b. The demand curve has a downward, or negative slope.c. Both a and b are correct.d. The demand curve for prestige products has a downward, or negative slope.e. Both a and d are correct.12. A retailer who adds a 50 per cent 'markup' to the price charged to them by a wholesaler could best be described as using a __________ based pricing model?a. demandb. costc. competitiond. marginal analysise. none of the above13. Which of the following statements is/are correct?a. Price competition is undesirable for a seller unless it has a cost advantage over competitors.b. An organisation choosing to compete on aspects other than price has greater power to decide on the profit margin per unit sold for its products.c. Some government owned monopolies price products below cost.d. All of the above statements are correct.e. Both a and b are correct.14. Which of the following would be classified as 'non-price' competition?a. Brand imageb. Product qualityc. Customer serviced. Conveniencee. All of the above15. A computer game retailer first offers a new computer game release for $80, but after three months reduces the price to $49. This could best be described as an example ofa. penetration pricing.b. price skimming.c. prestige pricing.d. differential pricing.e. odd-even pricing.16. Which of the following statements is correct?a. Multiple-unit pricing involves selling multiple units of different products for a single price.b. Bundle pricing involves selling two or more units of the same product for a single price.c. Both a and b are correct.d. Neither a nor b is correct.17. In terms of a communication model, a script for a radio or television advertisement could be described asa. the channel medium.b. message encoding.c. message decoding.d. the field of experience.e. none of the above.18. Which of the following statements is incorrect?a. Public relations campaigns are generally high cost.b. Public relations activities include communications aimed at creating and maintaining relationships between an organisation and its stakeholders.c. Public relations activities can be used as a tool to combat negative perceptions or events.d. An organisation submitting a press release to the media is an example of a public relations activity.e. All of the above.19. An air conditioning manufacturer that offers free ceiling insulation to consumers who purchase an air conditioner during a winter sale could best be described as implementing a/n __________ strategy.a. integrated marketing communicationsb. sales promotionc. advertisingd. public relationse. personal selling20. Which of the following is a disadvantage of personal selling over other promotional activities?a. The marketing message can be tailored to suit the potential buyer's needs.b. Personal selling is time-consuming.c. Personal selling has a more limited reach.d. All of the above are disadvantages.e. Both b and c are disadvantages.21. Which of the following statements is correct?a. A manufacturer who promotes its products directly to consumers in order to generate demand through the distribution channel is following a ‘pull’ promotional strategy.b. A manufacturer who promotes its products to wholesalers and retailers, rather than consumers, is following a ‘push’ promotional strategy.c. A manufacturer who promotes its products to wholesalers and retailers could best be described as having an integrated marketing communications strategy.d. Both a and b are correct.22. A public relations campaign could potentially be used by an organisation for which of the following reasons?a. To counter negative publicityb. To generate positive publicity and goodwillc. As part of crisis managementd. To build and sustain good relationships with stakeholderse. All of the above23. Vouchers that offer consumers a discounted price on a product or service could be best described as a/n ___________ strategy.a. advertisingb. public relationsc. sales promotiond. integrated marketing communicationse. none of the above24. Sony giving away 5 free DVDs to consumers who purchase the latest model DVD player is an example ofa. a rebate.b. a premium offer.c. a free sample.d. a loyalty program.e. a trade discount.25. What does the 'P' stand for in the INPLCF model of personal selling?a. productb. promotionc. prospectingd. pricee. place26. Intermediaries in a distribution channel can includea. wholesalers.b. retailers.c. industrial buyers.d. all of the above.27. Milk could best be described as a product that is __________ distributed.a. intensivelyb. selectivelyc. exclusivelyd. directlye. none of the above28. Freedom Furniture recently bought out one of their competitors, Bay Swiss, to create one retail entity. This is an example ofa. vertical channel integration.b. horizontal channel integration.c. a vertical marketing system.d. a horizontal marketing system.e. exclusive distribution.29. Which of the following statements regarding just-in-time inventory management is incorrect?a. JIT increases inventory holding costs.b. JIT is suited to situations where order lead times and usage rates are predictable.c. JIT relies on a reliable supply chain.d. An organisation operating under a JIT system will only hold stock that is about to be used or sold.e. JIT requires a high level of supply chain visibility.30. A benefit that retailers offer in the distribution channel is exchange efficiency. This means thata. the number of parties that producers and wholesalers must deal with is reduced.b. the number of sellers that consumers must deal with is reduced.c. both a and b.d. the number of parties that producers and wholesalers must deal with is increased.e. the number of sellers that consumers must deal with is increased.31. Which of the following statements is/are correct?a. Freight forwarders are specialist transportation businesses that combine cargo from multiple businesses in order to achieve efficient load sizes.b. A pipeline is a mode of transportation.c. Efficient intermodal transportation relies on the use of standard-sized shipping containers.d. All of the above statements are correct.e. Both a and c are correct.32. Which of the following statements is correct?a. Agents are intermediaries engaged on a short term or one-off basis to represent buyers or sellers in negotiations.b. Brokers are intermediaries engaged on a long term basis to represent buyers or sellers in negotiations.c. Brokers are intermediaries engaged on a short term or one-off basis to represent buyers or sellers in negotiations.d. Both a and b.e. None of the above statements are correct.33. Which of the following statements is correct?a. A merchant wholesaler is owned by a producer/manufacturer.b. A merchant wholesaler takes ownership of products from theproducer/manufacturer.c. A manufacturer's wholesaler is an example of horizontal integration.d. All of the above are correct.34. Which of the following statements is incorrect?a. Services can include activities, performances and benefits offered for saleb. Services are intangible.c. Services involve a transfer of title.d. A product offering can consist of both a physical good and a service component.e. Services are provided through the application of intellectual or physical efforts to a person or object.35. When comparing the services marketing mix to the physical goods marketing mix in terms of the "Ps" framework, which of the following is not one of the additional three "Ps" of services marketing?a. Peopleb. Placec. Processd. Physical evidencee. None of the above36. A service's intangibility can best be described asa. its inability to be stored for use at a later date.b. it being produced and consumed simultaneously.c. inevitable, but minimisable, variations in the quality of its delivery.d. its lack of physical form.e. none of the above.37. Lost revenue from empty seats on an aeroplane flight or vacant seats at a rock concert best illustrate the service characteristic ofa. heterogeneity.b. perishability.c. intangibility.d. homogeneity.e. none of the above.38. The airline Jetstar charges passengers extra for meals, in-flight entertainment and additional baggage. Jetstar would be best described as focusing on its ____________ service.a. augmentedb. potentialc. cored. expectede. none of the above39. Which of the following statements is correct?a. Credence qualities are based on an evaluation of the service provider's trustworthiness, integrity and professionalism.b. Services can enjoy the protection of legal patents.c. Search qualities enable a service to be evaluated during or after purchase.d. Experience qualities enable a service to be evaluated prior to purchase.e. None of the above statements are correct.40. A restaurant is an example of a service that would most likely be evaluated by customers usinga. search qualities.b. experience qualities.c. credence qualities.d. total quality management.e. none of the above.学号：姓名：Answers。
STDWORK PRESENTATION ENG REV3-20040414-220704 CN
3. Concepts of Lean Manufacturing 精实制造的概念
SW PRESENTATION ENG REV3 June 30, 2003 2 of 115
Standard Work标准工作
Objectives of Standard Work Training标准工作培训的目标
STRIKE: 2
ON BASE
OUT: 2
PITCHER: #42 ERA: 3.59 W-L: 11-7 K’s: 5 June 30, 2003 BB’s: 1 of 115 16
DBS Tools – Visual Management目视管理
The team you were cheering for scored a 2 home runs! Did you stay to see it? 你支持的球队曾经击出 过两支全垒打！ 你有留下来观赏吗？
Visual Management allows us to know what is happening when walking into a situation.目视管理让我们走进现场即可知 道目前的状况
SW PRESENTATION ENG REV3 June 30, 2003 17 of 115
This objective will cover:目标包括 • Definition of the Danaher Business System丹纳赫业务系统的定义 • Definition of Standard Work标准工作的 定义 • DBS Tools DBS工具 • Elements of the Change Model改变模式 的要素
Large Vague Problem 大量不明确的问题
MKT1-XXX中文资料
AM Transmitter Module MKT1-XXXFeaturesMINIATURE TWO PIN PACKAGESAW RESONATOR 100% AM MODULATIONDATA RATES UP TO 2400 BITS/SOPTIMAL RANGE 100m (433.92 MHz Version)315 / 318 / 433.92 / 868.35 & 916.5 MHzVERSIONSCMOS/TTL COMPATIBLE INPUTLOW CURRENT CONSUMPTION (typ. 5mA)SINGLE SUPPLY VOLTAGE 1.5 – 13VApplicationsVEHICLE ALARM SYSTEMSREMOTE GATE CONTROLSGARAGE DOOR OPENERSDOMESTIC AND COMMERCIAL SECURITY Compatible Receiver Modules MKR1-XXX (see data sheet MKR1)MKR2AM-XXX (data sheet MKR2AM)MKR5A-XXX (highest spec AM receiver)General DescriptionThe MKT1-XXX miniature transmitter UHF radio module enables the implementation of a simple telemetry link at data rates of up to 2400 bit/s when used with one of the compatible MK receiver modules.Available for operation at all world frequencies these modules are able to transmit at distances of up to 100m. The MKT1-XXX module will suit one-to-one and multi-node wireless links in applications including building and car security and remote control applications. Because of its small size and low power requirements, the module is ideal for use in portable battery powered wireless applications.Absolute Maximum Ratings: TransmitterOperating temperature: -20C to +55C Storage temperature: -40C to +85C Supply Voltage (pin 1) 15VData input (pin 1) 15V Electrical Characteristics: TransmitterSupply current @ Rd = 1.0K (data high)RF power into 50 @ Rd = 1KSupply current @ Rd = 51 (data high)RF power into 50 @ Rd = 51Connection DetailsComponentFigure 1: MKT1 TransmitterApplication InformationAntenna DesignThe design and positioning of the antenna is as crucial as the module performance itself in achieving a good wireless system range. The following will assist the designer in maximising system performance.The antenna should be kept as far away from sources of electrical interference as physically possible. Ifnecessary, additional power line decoupling capacitors should be placed close to the module.The antenna ‘hot end’ should be kept clear of anyobjects, especially any metal as this can severely restrict the efficiency of the antenna to transmit power. Any earth planes restricting the radiation path to the antenna will also have the same effect.Best range is achieved with either a straight piece of wire, rod or PCB track @ ¼ wavelength (15.5cm @ 433.92MHz). Further range may be achieved if the ¼ wave antenna is placed perpendicular in the middle of a solid earth plane measuring at least 16cm radius. In this case, the antenna should be connected to the module via some 50 ohm characteristic impedance coax.Pin DescriptionData (pin 1)CMOS/TTL compatible input. Must be driven with appropriate current limiting resistor to provide the module with 5mA.GND (pin2)Ground connection, preferably connected to a solid ground plane.General InformationThe MKT1-XXX requires a current limiting resistor (Rd) to source the module with the correct drivecurrent. The following values of Rd can be used with the module depending on the drive voltage:Drive Voltage = 1.5 –3.7V then Rd = 51 to 300 Drive Voltage = 7 – 13 V then Rd = 1K0 typicalANTENNA220pFRdMKT112drive currentdrive voltageSignal From EncoderFigure 2: Drive Circuit Required For MKT1 Transmitter ModuleP P C1P IN 1C1 = 2.2pF @ 418M Hz C1 = 1pF @ 433M Hz15.5cm @ 433M HzLoop AntennaWhip AntennaFigure 3: Antenna Configurations To Be Used With The MKT1 Transmitter ModuleMechanical Dimensions125.08mmFigure 4: MKT1 TransmitterOrdering InformationPlease consult our sales department for further information.M.K.Consultants (UK) Ltd288a-290 Quenns RoadHALIFAXWest YorkshireHX1 4NSEnglandTel +44 (0) 1422 329002Fax +44 (0) 1422 353153Email: admin@mkconsultants.euWeb www.mkconsultants.euDisclaimerMKConsultants have a policy to continually improve the reliability and performance of their products. We therefore reserve the right to upgrade our products performance without notice.Although the data contained herewidth is believed to be accurate, however we do not assume any responsibility whatsoever for errors or omissions this document may contain.In addition, we do not imply warranty or fitness for any particular application especially life support applications.。
我的MKT第二次作业
IntroductionAs we know, we want to make the product sales soon, what we should do, such as the introduction of products, research and selection of target market, positioning and study a strategy. We always have some drinks, including Coca cola. Why to each person, it has a great influence. Next I will use three steps to introduce it. I think through my introduction, can understand the Coca Cola marketing method.SECTION ONE-SOCIETY INTERFACE1) When using the concept of coca cola coca cola, when using the concept of the value of its brand sales of bottled water, the clever use of its brand effect, and not directly tell you. Because of its brand, there may be many people believe, it has an important function. In market research, it tells you the water in ninety-nine percent brands in Forty-three percent females age 25 - 39 between, it is their favorite brand", it requires customers to believe that their brand, to give each a loyal customer expectations and feeling. More important is the water development, and its brand value and performance. Can prove that: the brand is benefit, can attract more clients and customers. , in order to make the brand growth, Coca Cola will work with clients to establish an emotional connection, will give consumers a choice and installation of compelling reasons. That is to say, if you are a consumer, you can know about the brand. So we can know this: Coca Cola Brand trust each and every customer,, at the same time, it gained the trust and recognition.2) Therefore Coca Cola should follow the right way:Enterprise sale and supply of goods and services;For-profit and non-profit organizations;Private institutions, including government departments;But we should realize that everyone buy Coca Cola products, it is unique or special customers for its products to buy. As we know, the corporate social responsibility is the enterprise interest requirements, is in society's buyers to maintain. To the enterprise social responsibility of the enterprise is very important, although as a famous brand, if there is no social responsibility and social morality is not. It is important, as a corporate social responsibility, morality means a set of moral principles under the attitude and behavior.I think the Coca Cola this example, is a must have a moral and social responsibility of the enterprise, because it gives every customers needs, wants and needs. Sometimes the role and influence has play a decisive role, we must consider how to use it, especially in the small environment. When introducing the bottled water, we should consider these: economic, social and cultural. We can understand the macroscopical economy that factors outside of the industry, will affect the service company; these factors are not directly controllable organization. ( marketing, Elliot, and Greg. )3) I think Coca Cola this example, is a must have a moral and social responsibility of the enterprise, because it gives every customers needs, wants and needs. Sometimes the role and influence has play a decisive role, we must consider how to use it, especially in the small environment. When introducing the bottled water, we should consider these: economic, social and cultural. We can understand the macroscopical economy that factors outside of the industry, will affect the service company; these factors are not directly controllable organization. ( marketing, Elliot, and Greg. )4) I think we should consider the political power, economic power, social power and technology strength, they will be on the bottled water industry has different effects.1. political to the enterprise and consumer's purchasing power has the huge influence. Marketers must consider: ( 1) a stable political environment ( 2) government policies, laws and regulations of the influence. ( 3) the government trade agreement. ( 4) tax and government tax policy2. marketers need to understand the short and long-term economic. Marketing must be considered: ( 1) economy ( GDP ) interest rates and consumer confidence. ( 2) the level of income, savings, credit and consumption level. ( 3) the level of inflation, unemployment and employment. ( 4) exchange rate and trade balance.3. social culture has very big effect to the enterprise, the enterprise marketing personnel must be aware of: ( 1) the religion, culture, culture, values, attitudes and beliefs. ( 2) demographic trends including age, family size and composition, marriage and divorce trends, a place to live, ethnicity and health.4. technologies are critical to competitive advantage. Marketing must be considered: ( 1) whether to provide cheaper and better quality standards, using new technology. ( 2 ) whether the technology innovation. ( 3) can be improved using technology. ( marketing, Elliot, and Greg. )SECTION TWO-TRAGET MARKETINGIn my opinion, I will choose the brand, I think this is different. We know, target marketing should be based on these premises:1 to distinguish individuals and groups of buyers buyers.2 sellers need to understand the needs of buyers.3 the seller will seek to meet the target buyers need. ( marketing, Elliot, and Greg. ) There are three ways to market, including the mass marketing, one to one marketing, marketing target. If we compare them, we can find a large number of sales have common needs, desires and needs of buyers; one on one with the unique needs of buyers buyers; only the target market compared to the pump brand. Why do we choose the target market? I think, market fractionize is suitable for many enterprise is logical, to more closely meet the customer needs. But the lack of each client's address. ( marketing, Elliot, and Greg. ) In order to subdivide the market, we must consider a number of factors:Easy to measure and use value.Closely related to the purchase of product problems.So we can use the variable market segments, including geographic, demographic, psychological and behavior. Then we started to discuss the market segmentation. When we use the geographical factors including climate, the local population, area etc.,When we use the geographic, you can get a lot of potential customers, you can distribute a fewer number of potential buyers. ( marketing, Elliot, and Greg. ) Because of an environment to create a people, geography has a profound influence.When we use the population subdivision, it included age, gender, religious belief, and when we use it, it will influence the types of products.When we use a mental breakdown, it is based on the consumer's psychological traits, population ethnicity, life style, combined with psychological insights, for people to provide a more precise description of the characteristics of consumer groups, analysisof common populations may lead to very different way of life. ( marketing, Elliot, and Greg. ) If psychological segmentation model, it is with Roy Morgan value and style as the basis, but divide into four parts, some maintain the status quo, there are old and familiar, new and different, innovative. If you ask me what is suitable for Coca cola. I will choose the innovation, because I think it is a symbol, conforms to the achievement and social consciousness.When we use the behavioral segmentation, which is based on the purchase or consumption, as is usually the case, specific products, including the welfare of faith, a brand, price sensitivity and volume usage is very important.We want to evaluate the potential of the part, and it relates to the sales potential, competition and cost structure, when we measure the sales potential, we can note the total sales of the scale, the current market share, the company marketing activities and environmental factors. When we consider the competition situation, the sales potential is also very important, it may affect the competition activity level, individual strengths and weaknesses and competitors. Finally, we must consider the cost structure, due to the cost will affect income, it includes production cost, administrative cost and all related marketing and distribution costs.SECTION THREE-POSTINOING &STRATEGYBefore we start, we must consider the four factors, these factors will affect the final decision. If we choose the population division, we can use age, age may choose to have main effect, so the age can be used as a standard segmentation. Then we use the product, price, promotion, place marketing analysis of brand value. Even if we in the positioning of the product analysis, market share, we can get some data, we can get useful data: energy, way of life, one percent, ready-to-drink coffee or tea is one percent, other two percent, sport two percent, fruit juices and carbonated soft drinks ( including sugary diet ) for nine percent. ( http: / / / aboutcca / pages / companyoverview.aspx )ProductThe product is to put some things available to the market, it can be a very good one service, an idea or a person. There are signs and other brand names, logos, slogans and a design intended to create an image, in the minds of customers, so we need to create different products to customer demand ( from day to day living conditions: food, clothing ), let ( a wish, but without the necessity of daily life ) or demand ( a need for consumers have the capacity to meet ), and must have good goods and services, so customer satisfaction. In any case marketers must remember that the value of the products, it is very important. Coca Cola in the creation of brand, with examples of innovation.PricePrices in the market in an important position, because we have to consider the influence of various factors, such as production, communication and distribution costs: the requirements of partners; profitability; the price of competitors and customers are willing to pay the amount. , in result, the price is more important than the other.PromotionWhat is marketing? In fact, promotion is the most important, it can attract potential customers, partners and the community, the product may have been created, modified as new information or education, may be your brand, Coca Cola through films and online advertising. For example, it can select the combination of marketing, it allows other pharmaceutical company manufacturing and selling the same product, but use a different brand name. ( Mo Fett, the United States of America case international Medal of honor financial )If we want to products with high sales volume, we must choose the right place, if the location is correct, I think sales will be very high, the choice of the customers the average at the age of 20 to 30 years old, they are young, but the income is low, so the pump is suitable for their age; they are at the age of 30 years old above, Coca Cola products suitable for them. If we use the income as a segmentation standard, is a very important marketing method, is designed for high income people, when they have more money, marketing personnel should be among the first to identify market segments, they can buy the product. ( marketing, Elliot, and Greg. ) The water is very suitable for them. If we pay attention to the use of, it has a clear standard, because more men than women can fix things, so man should choose pump, females should select installation.ConclusionWith the development of the market, analysis is more and more important in the choice of marketing objectives, we have to consider various factors, because every factors may influence the sales results, we need to carefully think about the merits and demerits.。
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Developing Marketing Mixes for Target Markets
C
Customer Equity-- expected earnings or profitability of firm’s current and prospective customers over time.
Profits depend on customer equity Marketing Program should benefit firm All parts of program work as a whole
Owners expect financials returns
Profit growth comes from customers
What is a Marketing Strategy?
The The marketing mix marketing mix C
Selecting a Marketing-Oriented Strategy Is Target Marketing
Production-oriented manager sees everyone as basically similar and practices “mass marketing”
BASIC MARKETING
Chapter 2 Marketing Strategy Planning
For use only with Perreault/Cannon/ McCarthy texts, © 2011 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin
Checking Your Knowledge
A television network is trying to generate interest in a new television show in advance of its premiere. The network sends out press releases and makes the star of the new show available for guest appearances on TV and radio talk shows. The marketing mix variable involved here is: A. product. B. personnel. C. place. D. promotion. E. price
3. Understand target marketing. 4. Be familiar with the four Ps in a marketing mix. 5. Know the difference between a marketing strategy, a marketing plan, and a marketing program. 6. Understand what customer equity is and why marketing strategy planners seek to increase it.
Sales Promotion
The Price Element of the Marketing Mix
Pricing Objectives
Price Flexibility
Competition
Price Setting
Price Changes Over the Life Cycle
Geographic Pricing Terms
Revising Marketing Strategies to Address Evolving Customer Needs
Mid-1920s: Model A launched in more than 20 different styles
Model T produced using an assembly line
Checking Your Knowledge
General Motors is considering increasing the length of its bumper-to-bumper warranty on new vehicles from 3 years to 5 years. The marketing mix variable being considered here is: A. product. B. personnel. C. place. D. promotion. E. price
A. B. C. D. E.
marketing super-plan. marketing program. marketing strategy. operational plan. mass-marketing approach.
The Importance of Marketing Strategy Planning
The Product Element of the Marketing Mix
Courtesy of Clear Blue Inc.
The Place Element of the Marketing Mix
Manufacturer or producer
Geico Toyota Sara Lee Nestle´
Breakthrough Opportunities
Avoid Hit-orMiss Marketing
Competitive Advantage
Elements of a Firm’s Marketing Program
Target Market
+
Marketing Mix
=
Marketing Strategy
+
TimeRelated Details
=
Marketing Plan
+
Other Marketing Plans
=
A Firm’s Marketing Program
Wholesaler
Wholesaler
Wholesaler
Retailer
Retailer
Retailer
Cபைடு நூலகம்nsumer
The Promotion Element of the Marketing Mix
Personal Selling Telling and Selling the Customer Mass Selling
Discounts and Allowances
All Four Ps Contribute to the Whole
Product Place Promotion
Selection of Target Market
Price
Understanding the Target Market Leads to Good Strategies!
Checking Your Knowledge
A large consumer products company markets several different lines of products, with many individual products in each line. Each product has its own marketing plan. The company president wants to bring together all of the different marketing plans into a single integrated document that can become part of the company’s strategic plan. It appears that the company president plans to create a(n):
At the end of this presentation, you should be able to:
1. Understand what a marketing manager does.
2. Know what marketing strategy planning is—and why it is the focus of this book.
At the end of this presentation, you should be able to:
7. Be familiar with the text’s framework for marketing strategy planning— and why it involves a process of narrowing down from broad opportunities to the most attractive marketing strategy. 8. Know four broad types of marketing opportunities that help in identifying new strategies. 9. Understand why strategies for opportunities in international markets should be considered. 10.Understand the important new terms.
The Management Job in Marketing
Marketing Planning
Whole-Company Strategic Management Planning
Control Marketing Plan(s) and Program
Implement Marketing Plan(s) and Program