HND MKT 市场学Case翻译VISTA版
郎登玩具(Landel Toys)
（更大的背景：Chester和Exeter均为英国城市名，ITV是英国一家大型电视娱乐公司，Landel现在在做游戏机，Country Cousins这东西在美国某类似淘宝的网站上还有卖，原价16.95$会员价10.95$）
背景
在英国拥有三家子公司及超过1000名员工的郎登玩具公司建立于20世纪80年代早期，其总部坐落于切尔斯特。
这家公司的前身是学与生活玩具公司——在1986年更名为郎登玩具公司以前，其主要业务是生产木制玩具提供给学龄前儿童。
最开始，公司的产品仅限于积木，七巧板，木制动物模型等。
随着公司规模的不断扩大，像玩具屋和木制火车站模型这样的大型玩具也进入了生产流水线。
公司最初是通过个体经销商来销售产品，却从未与大型连锁经销商达成过协议。
尽管如此，公司的销售业绩还算差强人意，通过扩大生产规模，在这出现不到8年的市场上逐渐占据了一席之地。
由于意识到无法取得大型销售机构的合作，公司将目光投向了邮购市场，通过在主流报纸——《周日报》上刊登广告及产品清单的方式让公司进入公众视野。
虽然公司的销售业绩的确有所提高，然而事实证明，邮购服务并不能真正让公司更加出众。
仅过了一年时间，邮购服务就被迫取消，而公司已在公众的心目中树立起了形象，更重要的是，在整个玩具产业中小有名气。
“郞登出品，必属精品”的形象为他们赢得了口碑，也赢得了一份与一家占主导地位的连锁销售机构合作的合同，而这让朗登玩具公司在80年代末期得到了长足的发展。
威尔士语言频道SC4栏目曾介绍过一款名为“乡巴佬”的系列动物玩偶，这
正好成为了郞登公司创造辉煌的契机。
为了成为玩具界的一枝独秀，郞登公司争取到了这款玩偶的出售权。
事实证明，炙手可热的“乡巴佬”远远超出了他们的期望值，这是当时人们津津乐道的话题。
基于“乡巴佬”的巨大成功，ITV决定将其在全国范围进行宣传。
做为该行业的领头羊，郎登公司扩展了他们的生产范围并将现有的产品做得更加栩栩如生。
同时，“乡巴佬”配套图书的制作也被提上日程，为此，公司收购了一家地处埃克塞特的经营不佳的印刷公司。
这是郞登公司在印刷行业的首次尝试，有现有的技术做靠山，新收购的公司做保证，加上独有的销售网络，这套图书再次受到了人们的热烈欢迎，为公司增添了一笔可观的利润。
最开始，图书是做为“乡巴佬”玩具的附属物在玩具店和小型商店而不是书店里出售的，这样的销售手段为郞登公司节省了一大笔开支，同时还取得了不错的销量，这样的销售策略在今天被广泛使用。
随着公司规模的不断扩大，一家原本专门生产“乡巴佬”的玩具作坊也归属到了郞登旗下。
80年代末期，“乡巴佬”的地位达到了顶峰。
尽管其依然在为公司创造可观的价值，“乡巴佬”的生存隐患却开始悄悄发芽。
“乡巴佬”的成功为公司提供了立足点，让公司的品牌和形象深入人心，一些大型商场依然将郞登公司的玩具摆在橱柜上。
尽管“乡巴佬”系列产品的销量不可避免的开始下降，其依然是公司收入的重要组成部分。
到现在为止，“乡巴佬”系列产品包括木质玩偶，抱偶，木质玩具屋、场景屋，系列图书，从1986年开始制作的“乡巴佬”系列年鉴，文具，铅笔盒，便签簿，游戏卡片等，甚至还有包含了香皂，洗发水，海绵，浴盐等
的卫生用品。
针对学前市场，郞登公司还为“乡巴佬”系列设计了传统的七巧板，积木及其他木质玩具。
好景不长。
1998年，ITV决定停止“乡巴佬”系列的宣传项目，这导致了其系列产品销量逐年下降——似乎“乡巴佬”的淘汰已成定局。
ITV的项目停止的第二年，“乡巴佬”的销量仅仅是其在顶峰时期的1992年的40%。
逐渐下降的需求量让郞登公司不得不重新考虑他们的价格。
90年代初，当“乡巴佬“深受大众喜爱时，其价格一路高升——而现在为了维持销售量，降价似乎是提高市场竞争力的唯一方法。
中间商和零售商们意识到了他们的议价优势，趁火打劫迫使郞登公司接受他们的条件和定价。
进退维谷的郞登公司别无他法。
公司的销售部门致力于维持现有的销路来挽留顾客，却越来越力不从心。
面对越来越激烈的市场竞争，缺少主打产品的郞登公司不得不一再降价来维持现有的市场占有率以及市场地位。
然而，出售给经销商们的价格并不等于顾客支付的价格。
尽管郞登公司的出价已经十分低廉，中间商们却更愿意以原价出售其产品。
由于传统产品销量的降低，郞登公司将注意力转向了“独家产品”的制作，并将10%的产品提供给爱玩具连锁销售企业——该企业通常以自己的名义销售商品。
与爱玩具的联合给了郞登公司一条出路，可以预见，这样的合作也许会使两家公司的关系更加密切。
爱玩具公司是一家强势的销售企业，他们不顾这次合作对于郞登公司的重要性，不断强迫其降低产品的价格，而因为不断流失的客户，后者只能接受。
不过，郞登公司的独家产品正渐渐地为其挽回颓势。
但“乡巴佬”系列需求减少的问题必须得到解决。
郞登公司生产的抱偶产品在
之前由于受到“乡巴佬”系列的影响，变成了专门的“乡巴佬”系列抱偶。
而现在的产品是超过40种不同种类与姿态的动物抱偶，其中的大部分都成为了爱玩具公司的“独家产品”。
另外一种产品组合策略是引进像游戏屋和攀爬室这样的大型玩具，为此郞登公司努力发掘着潜在顾客，幼儿游乐场，婴儿室甚至当地的权威机构均在他们的考虑范围之内。
公司的出版部门也意识到要摆脱“乡巴佬”的束缚，他们设计了一系列形态各异的儿童文具，并根据市场需求不断推出新产品。
同时，新的学前儿童系列图书也新鲜出炉，公司高层普遍对其中《多利豚》这套丛书的销量持乐观态度。
“多利豚”系列抱偶也同期上市。
随着全新自读丛书的推出，公司的推销人员也在不断努力地游说一些权威机构为学校和图书馆出资购买这些书籍。
之前“乡巴佬”系列的流行让郞登公司成为了全国家喻户晓的企业，因此在90年代初，公司并没有在广告和推销方面花费太多。
现在为了推广产品，公司首先向中间人和经销商进行推销以达到推广目的，并以销售人员直接与现有顾客进行联系的个人销售手段作为第一步。
公司相信，通过这种以中间商为目标并大量占领市场份额的方法能够让公司再创辉煌。
销售团队的作用依然被重视，但是近年来在儿童连环画和杂志，以及主要在圣诞节期间做的电视广告也起到了相同的作用。
现在，公司的当务之急是调节自身以适应“乡巴佬”系列的衰落，尽管一些措施正起着积极的作用，公司最需要的却是更深远的发展。
为了达到这个目标，公司应当改善其销售组合，而在这之前，研发部门务必制定出一套合适的行动方针。
至此为止，郞登公司依然不打算进行广泛的市场调研，绝大部分的决策都是根据销售部门得到的回馈，玩具业贸易联盟的资料以及类似的材料来制定的。
营销团队的聪明才智起到了至关重要的作用，当然也离不开可靠的内部资料。
现在，郞登公司来到了一个生死攸关的十字路口，只有英明的决策才能保证其将来的繁荣。
这几年，郞登公司依然能够牟取不低的利润，但与90年代初相比却有着天壤之别。
这样的情形如果不能得到改变，未来十年内公司将会面临严重的生存危机。
现在是时候实行有针对性的计划了。
郞登公司已经意识到，公司必须不断调整以适应千变万化的市场需求，而为了制定出合理而有远见的决策，对现有以及潜在客户的深入调查势在必行。
HND专业市场学导论Marketing题目case要求参考
Marketing: An introductionAssessment 1 - Outcome covered 1Assessment instructionsBefore answering the following questions you should read the accompanying case study (Day Dream Toy Company). The case study outlines background information about the company and you should make reference to the organisation in answering the questions. The same organisation is used in Assessment 2 of this unit.1 Identify three key characteristics of the marketing concept.2 Explain and give examples of the key factors influencing the micro and macro environment of Day Dream Toys.3 Explain why market research and the information gathered are important to an organisation like Day Dream Toys.4 Explain how Day Dream Toys might collect and use market research information. Include one quantitative and one qualitative research technique in your response.5 Explain the process of market segmentation and targeting, and the benefits of segmentation and targeting to Day Dream Toys.Day Dream Toy Company — A case studyBackground informationThe Day Dream Toy Company has a workforce of over 1,000 based in three different sites in the UK. The company was established in the early 1990s and its marketing activities are co-ordinated from its headquarters in Chester.The original company produced a limited range of wooden toys aimed at the pre-school market. Its range of products was originally limited to wooden building bricks, simple wooden jigsaws and a limited selection of wooden animals. As the company became more established, the product range was expanded to include dolls’ houses and wooden train sets.In the early days the company sold through small, independent toys shops, but despite numerous attempts, it was unable to persuade any of the large chain stores to stock its products. Despite this, the company maintained a reasonable turnover, and it slowly expanded its product portfolio to include a range for the 5–8 year old market.Disenchanted by its inability to become accepted by any of the larger chains, the company toyed with the idea of mail order selling. A catalogue was produced and distributed through some of the leading Sunday newspapers, and although sales increased, this was not a particularly successful venture.Mail order selling was dropped after only a year, but it did serve to bring the company’s name to the attention of the public, and more importantly to the toy industry. The company’s image of high quality toys, made from natural products, appealed to the increasingly vocal environmental lobby, and at last, a leading depa rtment store chain agreed to stock Day Dream’s products. This proved to be a lucrative agreement for Day Dream, and it helped the company expand during the late 1990s.The company’s big break, however, came when the Welsh language TV channel SC4 introduced an animated series featuring an assortment of animal characters collectively known as the ‘Country Cousins’. Against fierce competition, Day Dream won the contract to make a limited range of merchandise featuring the characters, and the popularity of the series resulted in sales which were way beyond Day Dreams most optimistic expectations.Following the success of ‘Country Cousins’, ITV decided to give the series national airing, and in the lead up to the national launch, Day Dream expanded and developed its range of merchandise. At the same time, the company alsointroduced ‘Country Cousins’ books and to this end, it acquired an ailing publishing company in Exeter.This was Day Dream’s first venture into publishing, but by retaining the existing expertise within the newly acquired company, and through its own established distribution network, this became a highly profitable part of the company’s portfolio.The books were sold principally through toy shops and department stores as part of the overall ‘Country Cousins’ package, and by concentrating on its established toy retailers rather than bookshops, Day Dream did not need to employ any additional sales representatives. This proved to be a successful and cost effective approach, which is still employed at the moment.As the business continued to expand, Day Dream bought over a soft toy manufacturer which was initially devoted to the production of ‘Country Cousins’ figures.The ‘Country Cousins’ phenomenon reached its peak in the late 1990s, and although the company is still turning in reasonable profits, there are growing concerns for its future security. The success of ‘Country Cousins’, however, has given Day Dream a foothold in the market, and having firmly established its brand name and identity, Day Dream products are still stocked by some of the major toy retailers.Although the sales of ‘Country Cousins’ merchandise are declining, the range is still an important part of Day Dream’s business. The range currently includes wooden figures, cuddly figures, wooden play houses and scenery, a series of thirty ‘Country Cousins’ story books, a ‘Country Cousins’ Annual which has been produced each year since 1996, ‘Country Cousins’ stationery, pencil cases, note pads, cards, etc and ‘Country Cousins’ toiletries, including soap, shampoos, sponges, bath salts, etc.In addition to the ‘Country Cousins’ range, Day Dream still produces its traditional wooden jigsaws, wooden animals, wooden building blocks and various other wooden toys aimed at the pre-school market.A major turning point in the popularity of the ‘Country Cousins’ range came in 2008 when ITV decided to drop the programme from its schedules. The popularity of the series had been waning for a number of years, and its demise had been inevitable for some time. In the year following the programme’s withdrawal, sales of ‘Country Cousins’ merchandise fell to 40% of the 2002 peak.Along with the decline in demand, the company has had to change its pricing policies.During the boom period of the early 2000s, the price of the ‘Country Cousins’ range was set at a premium, but in order to maintain sales, the company was forced to reduce price to a much more competitive level. Retailers and other middlemen, realising the strength of their negotiating position, have been able to force Day Dream to accept their terms and prices, and with the decline in demand, Day Dream has had little alternative but to accept.The company’s 30-strong sales team has been charged with the responsibility of maintaining good relations with existing outlets to ensure their continued patronage. On occasions this patronage has been hard won, and in recent years has involved more and more price-cutting to ensure that the existing stores continue to stock Day Dream’s range.The industry is becoming ever more competitive, and without a leading product range, Day Dream is being forced to cut prices to retain its distributors, and to maintain its position in the market place.The reduced price to the retailer, however, is not always reflected in the price charged to the final consumer. Although Day Dream is selling to the middlemen at a considerably reduced price, the retailers are tending to sell at prices on a par with those charged during the height of the ‘Country Cousins’ boom.As sales of its traditional range has declined, the company has become involved in the ‘own label’ business, and 10% of its output is now supplied to the ‘For Toys’ retail chain whic h sells the products under its own name. The association with For Toys has been good for Day Dream, and there is the possibility that this relationship will be further developed in the future.For Toys is an expanding company, and although this relationship has been vital to Day Dream, For Toys has forced the manufacturer to produce at lower and lower prices over the years, and because of a lack of orders from other customers, Day Dream has been forced to accede to these demands. At the same time, the prod uction of ‘own label’ merchandise may have contributed to the reduced demand for Day Dream branded products.The declining demand for ‘Country Cousins’ has also necessitated other changes. Cuddly toys’ production, which was previously exclusively devoted to ‘Country Cousins’ figures, has now been adapted to produce a range of more than forty different styles and types of bears and other creatures. Many of these are ‘own label’ products for Toys stores.Other alterations to the product mix include the introduction of larger toys such as play houses, climbing frames and slides. Day Dream is looking to find a way of gaining access to potential buyers such as playgroups, nurseries and even local authorities as well as its established consumer market.The publ ishing side of the business has also had to adapt to the post ‘Country Cousins’ boom. A range of children’s stationery is available in a number of different styles, and this is being continually updated to meet the changing needs of the market. A new series of pre-school books has been produced, including a range called ‘Dolly the Dolphin’ for which the company has high expectations. The company also has plans for ‘Dolly the Dolphin’ cuddly toys.A new range of self-reading books has also been developed, and the company has been trying to encourage local authorities to buy them for their schools and libraries.During the early 2000s the company did not need to invest too heavily in advertising and promotion as the publicity generated by the ‘Country Cousins’ TV series was sufficient to keep the company’s merchandise in the public eye. In addition to this publicity, the company’s promotional effort had been principally aimed at retailers and other middlemen, and this had primarily involved personal selling through the sales team making regular visits to established clients. It was believed that by targeting the middlemen, and by getting the products in to as many stores as possible, sales would inevitably be generated. The emphasis on the sales team has been maintained, but in recent years this has been supplemented by advertising in children’s comics and magazines, and by a limited amount of advertising on Children’s TV, particularly in the run up to Christmas each year.Day Dream must now adjust to the pos t ‘Country Cousins’ boom, and although some changes have already been made, further developments are required. To do this, it is necessary to develop the company’s marketing mix, but before this is possible, the company must carry out some research to discover the most appropriate course of action.To date, the company has not felt the need to carry out extensive market research, and much of its decision-making has been based on informal feedback received from its sales team, and from secondary material derived from the industry trade association, and similar sources. Much has also depended on the marketing team’s own business acumen and knowledge of the market, and there has also been a reliance on internal data.Day Dream has therefore reached a vital crossroads, and important decisions must be made to ensure its future survival and prosperity. The company is still producing reasonably healthy profits each year, but these are much reduced from the heady days of the early 21st century, and if the current trends continue, there is a strong possibility that the company will not survive the next 10 years.The time has come to take some purposeful marketing action. The company now realises that it must adapt to the changing needs of the market, and by gathering more information about existing and potential customers and consumers, it will be in a position to make more reasoned and informed decisions.。
HND市场学导论outcome2(仅供参考)(20200628092305)
Q1A) Market marketing is the plan and the execution of the commodity, the service and the creativity idea, the fixed price, the promotion and retailing, create conforms to the individual and the organizational goal exchange one kind of process. that is Human activity is wants through for exchangesto directed at satisfying needs, and business activity is concerned with providing goods and services to satisfy human wants and needs at a profit.B) Market marketing concept requirements planning and strategies should be all the businesses to consumers at the center, correctly determine the needs of the target market and lust, more effectively than competitors of provision required to meet the target market.The product concept is to show the enterprise is not through the development of the corresponding product market analysis and variety, but to improve quality, reduce cost as all activity centers, and thus expand sales, profits made such a management guiding ideology. Product not only pay attention to production quantity concept, but also pay attention to product quality, but it production center, don't pay attention to the market demand, don't pay attention to product sales, is the production of the concept of the later performance. The customary channel sales, when customer think of their good quality of product will seek to come.Q2A) The Marketing Mix is an important part of corporate marketing strategy, Controlled enterprise marketing measures to form a holistic activity. The main purpose of marketing is to meet the needs of consumers. Usually divided into 4P (product, price, promotion, place)B) the explanation of the Marketing mix of product: in 1986, Landed a company of wooden toys products target customer is pre-school market, wooden building bricks and jigsaws. Its products could only be sold to small toys shops that have very big limitation. However, with booming business and brighter prospect, its range of products has quickly enlarged. But for its formerproducts, it not on- ly added with dollshouses and wooded train sets,baronudght in “ CountryCousins ”books and a new range of pre -school books. its products are characterized by various types, complete specifications and best quality. All its products enjoys high celebrity made thiscompany bigger and bigger.The explanation of the Marketing mix of price: success stems from the reasonable pricing and good price control strategy, a reasonable price is very import in the market competition. In the case, on the early 1990s, Landed company rapidly flourished, and the Cousins ”b“ooCkosuntrywere sold at a premium. But and the “ Country Cousins ” books were sold at a premium. Besides,badly demand and high profit attract more and more cooperation entering this market, competition becomes much drastic. To gain a competitive edge, the company had to reduce its high price to a competitive level.The explanation of the marketing mix of promotion: the promotion has many methods, such as advertising, sales promotion, public relations, personal selling and direct marketing. In the case, Landed Company' s advertising department must be use the best promotion policy. The Landed Company and TV channel SC4 to keep the friendly relationship. The TV proposed a national airing and national launch Introduce company products and the popularity of the series. That make rise for the company's brand image and customers' awareness, Sales Have Rapid Growth.Place - refers to provide the product at a place which is convenient for consumers to access. Place is synonymous with distribution. Can be various strategies such as intensive distribution, selective distribution, exclusive distribution. In the case, the company uses selective distribution. This involves one intermediary the retailer. This is probably most favoured by larger retailers such as supermarkets that have the power and resources to buy in larger quantities and enjoy the benefits that come with that, such as being able to offer lower prices. But now this company has a big problem, intermediary the retailer compels price drop. I think only through production-marketing integration can solve the problem.Q3For a privately owned beauty salon, its elements of the marketing mix refer to the followings: product, price, promotion, place, people, process and physical evidence.First, the product of privately owned beauty salon is its service, which opposes to a common product. Services, unlike physical products, happen "on the spot" and customers like to know what to expect. The privately owned beauty salon offers service to customers, which is essentially intangible and does not result in ownership of anything. The Landed Toy Company products are goods.Second, price, as we know, price is one of the most flexible elements of the marketing mix. It will be affected by consumers, the trade and the competition. For example, if customers feel the price of the beauty salon is lower than others, most of them may choose this beauty salon, while the price of Landed Toys Company products changes with the situation they have in the market: set premium price (previous) cut the price (now) reducing price (future).Third, promotion is what a company say and do concerning products and services in order to persuade customersand markets to try them. The privately owned beauty salon not only uses advertising but communicates with customers to help them have a better understanding of the company. Landed Toys Company Landed did very little advertise at first, but now they use newspaper to promote its products originally.The next is place, which not only includes retail store, online shop but also the movement of goods. If you want to book the ticket of the beauty salon, you can buy in the salon or online. Landed Toy Company sells its products through a number of intermediates, nowadays it carries out with the idea of mail order selling.Fifth, people are part of the offering service. If the customers are satisfied with your service, it may have a positive effect on the development of your company. Sixth, processes mean caring about the quality, reducing the queuing systems and service delivery to ensure consistency of service. At last, physical evidence is the “ tangible pa”rt of the service, like the facilities in the beauty salon.Different from a Landed company, which distributes its products to its customers, beauty salon always has to get its customers to come to it. Those who come to the beauty salon are pursuing high quality services, although its price is higher. Therefore, beauty salon usually has relatively affluent target market and local promotions meeting the local demands. In this way, it is principal for a beauty salon to choose a right location.Q4 because for the environment in which an organization exits can affect industry or the individual organizations. An internal environment is the systems of the company, the effectiveness of which to a great degree rests with its culture, including micro and macro environment, competition intermediaries, and suppliers stakeholders. A micro environment is all those factors which lie beyond the organization, and a successful organization is contributed by those in the microenvironment, for example, the company, the distributors, customers, competitors and public, however, the macro environment indicates the larger forces which affect the way in which an organization operates and over which the organization has little or no control. These can be known acronym PEST.With the changing environment, PEST is also changing: the political aspect: as the global communication developing, it is not simply domestic politics which will have influence on marketing strategy. Second, economically, suppliers have become more and more, as a result, competition has become more and more fierce, this will impact costs, prices and demand. Third, changes and trends in the sociocultural environment bring forth significant challenges. People's basic beliefs, attitudes and values are shaped by the society in which they grow up.Following factors may affect landed: the declining birth rate, growing demand for more technological toys, increased affluence, growth in competition from larger competitors, growing dominance of larger retailers.For the sake of getting over these risks, altering the marketing mix, the company introduced some new products to satisfy different market meets, drew into added value products at higher prices, developed higher profile promotions to compete with rivals, and used sales team to develop a good relationship with retailers.。
市场学case 8-product and service strategy
Company case 8 (product and service strategy)Swatchmobile: is the time right for small cars?If someone asked you what a Swatch watch and a Mercedes-Benz automobile have in common, you would probably answer, “not much.” Perhaps you’d think the question was the lead in to a joke. After all, the Swatch is a disposable $35 to $50 fashion watch made on assembly lines from plastic parts. Mercedes, by contrast, prides itself on making the “best engineered cars in the world”–highly complex machines designed by engineers who cut no corners and make no compromises.An unlikely marriageWell, that all true, but the Swiss Corporation for Microelectronics and Watchmaking Industries (SMH)and Mercedes do have one thing in common –the Swatchmobile. In 1994, the two companies announced that they would jointly develop an innovative, subcompact, economy car designed to reach speeds of up to 90 miles per hour while getting 80 miles per gallon and costing about $10,000. The idea behind the joint venture was to combine Mercedes’ knowledge of how to design and build automobiles with SMH’s knowledge of microtechnology design and automated production.From the drawing boardThe Swatchmoblie concept results from the work of several dozen young jeans-and-sweatshirt-clad engineers who labored around the clock for three years in a secret garage in Biel, Switzerland. They conceived a two-seater car that would combine the safety features of a Mercedes with the funkiness of a Swatch watch. In addition to reaching high speeds and getting great fuel economy, the Swatchmobile would be about 20 percent smaller than a typical subcompact –the car’s overall length is 98.4 inches –you could park it side-ways in a typical parking space! To help accomplish all this, the engineers designed a 600 cc, three-cyclinder engine that would run on gasoline, electricity, or a combination of the two and weigh one-tenth the amount of a typical gas engine while achieving equal power.The unlikely marriage is also the result of market realities. Swatch, following its success in watches, was searching for something else on which to put its name. it had tried telephones, pager watches, and sunglasses – all without much success. In the meantime, Mercedes watched its sales plummet 11 percent in the early 1990s because of stiff Japanese competition in the luxury car market. Mercedes felt it needed to attract buyers who could not afford its traditional cars. It had already announced plans to introduce a compact, four-seat model called the “Vision A” at a price of about $18,000 in 1997.In addition, many car companies were beginning to work on concepts for smaller cars. They feared that large cities might restrict conventional cars due to pollution concerns. These companies wanted to design smaller cars that produced less pollution. Most were examining cars powered with electric engines.Micro compact carsSwatch and Mercedes formed a joint venture known as Micro Compact Car AG (MCC) to develop the new car. Nicolas Hayek, the man who led Swatch to its success, initially owned 49 percent of the new company and Mercedes owned 51 percent. Mercedes has since increased its ownership to 81 percent. The company is headquartered in Biel, where it has 80 people on its staff. It also has a technical center in Renningen, Germany, where it employs 170 people. By 1998, it expects to have200 people in each location.MCC has invested about $507 million for research and development on the new car, and its suppliers have invested another $507 million for new plant and equipment. MCC will produce the car in Hambach, France. At full capacity, the plant will employ 2,000 people and produce 200,000 cars per year.The Smart Car targets single people aged 18 to 36, and childless, dual-income couples living in urban areas who want a second car. The company wants to position the car as a fun but useful means of transportation in crowded cities.Since the initial conception, the designers have abandoned the electric engine, because of the lack of adequate batteries, in favor of a small gasoline engine. Instead of using a conventional assembly line, assemblers will snap the cars together, much as you would a child’s toy model car, using five subassembly modules that come from suppliers’ factories located immediately around the assembly site in Hambach. Because the car snaps together, the company will offer customers the ability to change the cars’ features. For example, if after a month or so the customer does not like the car’s color, he or she can simply replace the panels with others of another color.The company expects to begin selling the car in March 1998 at a price between $10,200 and $13,600. at this price, the dealer margin is 16 percent. Dealers will offer a leasing package that includes the rental of a larger car for two weeks per year when the customer might want more seats and room for luggage.MCC began signing up dealers in 1997 with a target of signing up 100 in Europe (not including the United Kingdom) in the first phase of developing distribution. Although it will give preference to Mercedes dealers, it has also advertised for interested entrepreneurs. The second phase of distribution will cover the United Kingdom, and the United States and other right-hand-drive countries. The company has not indicated when this second phase will begin.Dealers who want to distribute the Smart Car, as it is now called, will have to invest about $5 million to open a “Smart Center”. Of this amount, about $2 million is for land. MCC prefers that dealers build on land located near suburban shopping centers. The dealer will get an assigned geographic area capable of supporting sales of 1,000 units per year with the expectation that sales will increase to 1,300 units per year by 2001. the dealer will need a half of 15 people initially with the expectation that it will sell 1,000 units in the first year.The franchise agreement is much like a fast-food franchise in that there are tight restrictions on showroom design and customer service, and dealers who violate provisions in the agreement can lose their franchise quickly. The agreement requires that the dealer pay a fee to MCC of $72 per new car and $36 per used car to support marketing campaigns. They must also pay about $42,000 for marketing research.Dealers will also have to establish two other points where consumers can get information about the car, one in an airport or railway station and a second in a shopping center.To promote the car’s eventual introduction in France in 1998, MCC began a $50 million “street awareness” campaign in October 1997 that features promotion teams handing out postcards that merely read, “Reduce to the max,” without mentioning the car’s name.MCC projects that after five years, the typical dealer will have sales of about $18.1 million with a gross profit on sales of 15 percent and a net return of 4 percent to 5 percent of sales, about $725,000.Will the Smart Car Fly?There are plenty of skeptics who do not believe a tiny, two-seater car with almost no luggage space will make it in the highly competitive automobile market. However, other manufacturers are also targeting the minicar market. Ford believes that tiny cars will eventually account for about one-third of the market. It has a factory in Valencia, Spain that is already producing 200,000 Ka models per year, and it plans to increase capacity. Volkswagen, GM, and Rover all have microcar models under development. These companies are chasing Renault, which introduced its Twingo model minicar in 1993 and is selling 230,000 a year, about 2 percent of the West European car market.It will be up to consumers to determine whether there is a market for these small cars or whether, like the Ford Edsel in the 1950s, the Smart Car will end up in museums as an example of one more time when car manufacturers missed the market.Discussed questions1.What core product is MCC offering in the Smart Car? What are the actual and augmentedparts of the products?2.Into which consumer product classification does the Smart Car fall? What are the implicationsof this classification for MCC’s marketing strategies?3.What individual product decisions and product line decisions has MCC made for the SmartCar? Why did it make these decisions?4.What marketing recommendations would you make to MCC?5.What recommendations would you make to MCC when it decides to enter the U.S. market?Sample answers1What core product is MCC offering in the Smart Car? What are the actual and augmented parts of the products?Students will suggest that the core product, what MCC is really selling, is inexpensive, basic personal transportation.The actual product consists of a gasoline-powered 600cc, 3 cylinder engine powering a car consisting of a chassis covered by 5 plastic panels that snap together. The car’s overall length is 98.4 inches. The name, Smart Car, is part of the actual product also. Students will note that the car does not carry the brand name of Swatch or of Mercedes. Students will enjoy discussing whether or not “Smart Car” is a good name for the car. The ability to switch car panels to panels of another color can be seen as a part of the augmented product. We would expect that MCC will also offer typical new-car warranties. It might also consider offering extended warranties, roadside assistance, etc.2Into which consumer product classification does the Smart Car fall? What are the implications of this classification for MCC’s marketing strategies?Students will suggest that the Smart Car, like other cars, should be classified as a shopping product. They will also suggest that it is a homogeneous shopping product in that economy cars are similar enough in quality that price becomes an important criterion.Because consumers purchase cars less frequently, they often have less knowledge about what cars are available and what the features and benefits of competitive models are. This will be especially true for the Smart Car because it has no history or established customer group. Thus, we would expect MCC to develop an extensive promotional campaign to make potential customers aware ofthe new car and aware of the location of dealers. Because the Smart Car will have a relatively low price for a new car, MCC will have to convince customers that it offers acceptable quality and reliability for a car.The text indicates that selective distribution is important, and the case suggests that MCC is working hard to find good dealers who meet very specific and demanding criteria. In this classification, personal selling is often important; we would expect that given the brand’s newness, this would be especially true with the Smart Car.1.What individual product decisions and product line decisions has MCC made for theSmart Car? Why did it make these decisions?Product attributes. The text discusses product quality as the first attribute. MCC has chosen to produce a product that meets basic quality requirements. Its challenge is to produce a car that will meet safety and environmental regulations but be affordable for the target market.Next come product features,and students will note that the Smart Care is in some sense the “striped-down model” the text discusses. Again, this decision flows from the desire to produce a car that is affordable.Product design decisions include the car’s small, yet powerful gasoline engine, its plastic outer body, its small size, and the ease of manufacturing all combine to produce a design package aimed at producing an affordable car.As to branding, students will note that MCC decided not to use either of the well-known Swatch or Mercedes names. This should lead to some discussion of why. One would speculate that using the Swatch name on a car might imply “cheap” or even “throw away” --- not what MCC would want to imply. If MCC used Mercedes as the name, it might then be difficult to position the car as inexpensive. Would consumers really believe that there is such a thing as a cheap Mercedes? Further, what effect would the new inexpensive car have on consumers’perceptions of the expensive models? Would the new car damage Mercedes’ brand equity? Thus, MCC decided to use the name “Smart Car”which it hopes will imply that the consumer is smart for buying a smartly designed car that saves money and is kind to the environment. The instructor may wish to note that Honda, Toyota, and Nissan all used new brand names. (Acura, Lexus, and Infinity) when they launched new car brands in order to differentiate those brands from the established brands. The Smart Car does not have packaging in the traditional sense, but students may suggest that the plastic panels are in a sense the package. The panels make manufacturing simple and reduce the car’s weight, but they will raise safety concerns. Students will probably react very negatively to the concept of a car with plastic sides. (note that the Chevrolet Corvette has fiberglass panels.) We don’t know what MCC will do about labeling, taking that to mean how the car will display its name.As noted earlier, we also do not know what MCC will do about product-support services, but we would assume that it will offer competitive basic warranties.2.What marketing recommendations would you make to MCC?Students will probably be skeptical about the need for this car, and it may be necessary for the instructor to encourage them to examine the marketing strategy and help MCC make it successful. It is probably helpful to ask students if this car fits with the demands of the target market in Europe. The case indicates that MCC is targeting childless, dual-income couples in urban areas who want a second car, and single people aged 18-36. in Europe, with its crowded cities and high gas prices, the Smart Car probably makes some sense. People there are used to small cars andcrowded city streets.Students may suggest that the target market may be too broad. Given the plastic panels, they may feel that MCC should narrow the target market and concentrate on young, single people and emphasize fun and funkiness in the positioning. MCC could position the car as an anti-establishment, eco-friendly vehicle.We can assume that the product, price, and place elements are relatively fixed at this time. However, if students pursue the funky position, they might follow this by arguing for selecting unusual locations for the dealerships in order to emphasize that the Smart Car is different. Students might also suggest different names for the car to reinforce the positioning.The primary focus of students recommendations will probably be promotion. Students will probably react very negatively to the $50 million campaign in France where teams handed out the postcards with only “Reduce to the max” written on them. Other car makers, like Nissian in its U.S. introduction of Infinity, have used teaser ads --- and received lots of criticism. Students may suggest that although Swatch and Mercedes have not put their names on the car, why not promote the fact that this car is the unlikely product of this unusual combination. This fits with the contrarian positioning. Students will argue that the introductory promotions must say something that will get consumers’ attention and communicate what the product is and how it is different. There are lots of small cars, as noted in the case. What about this small car should interest consumers.3.What recommendations would you make to MCC when it decides to enter the U.S.market?Here, students will be even more skeptical. Whereas the small, fuel-efficient car may make sense in Europe, the same case can not be made in the United States. In the $10-$13,000 range, there are lots of other small and larger cars available in the U.S. market. Although these cars may not be able to match the Smart Car’s mileage, fuel economy is only one consideration.As suggested for Europe, students will argue that the funky positioning is even more necessary in the United States. It is difficult to see the car succeeding as just another economy car. The value in the car may be in its image as a fun, different way to travel as much as it is in the car itself. Thus, they again may suggest narrowing the target market to something like 16-22 to focus on the youth market. Perhaps it could be positioned as a fun, funky first car for the young person who wants to express his independence.Whatever target market and positioning students suggest, they should focus on a promotional campaign to communicate to the target market and establish the position. Again, students may want to recommend promoting the car’s “parents”to improve its image and give it some distinctiveness in the market.。
HND旅游业市场学MarketingMix
ReportIntroduction: The purpose of this report is to identify how Jin Jiang International Hotel and Thomas Cook Group plc use the marketing mix to attract their specific target market. And introduced the marketing mix also known as the Four P's, the elements are price, place, product, and promotion.1. The marketing mix is probably the most famous marketing term. When marketing their products firms need to create a successful mix of the controllable elements of a product's marketing mix commonly termed as 4Ps: the right product, sold at the right price, in the right place, using the most suitable promotion. These four elements are adjusted until the right combination is found that serves the needs of the product's customers, while generating optimum income.Product: The product range and how it is used is a function of the marketing mix. The product is the physical product or service offered to the consumer. Product decisions include functionality; quality; appearance; packaging; brand; service; support; warranty.Price: The price of an item is clearly an important determinant of the value of sales made. Price means the pricing strategy you will use. Price decisions include list price; discounts; financing; leasing options; allowances.Place: Place is concerned with various methods of transporting and storing goods, and then making them available for the customer. Getting the right product to the right place at the right time involves the distribution system. Place decisions include locations; logistics; channel members; channel motivation; market coverage; levels of service.Promotion: Promotion is the business of communicating with customers. It will provide information that will assist them in making a decision to purchase a product or service. Promotion decisions include advertising; personal selling; public relations; message; media; budget.The four Ps, product, place, price and promotion are the elements of the marketing mix used to establish a detailed and final marketing plan.2. Jin Jiang International Hotel: Jin Jiang Hotel is during in growth stage. According to a growth stage company, it's promotion is 'selective demand'. Jin Jiang International Hotel is advertise only in local newspapers and trade magazines, as they want to attract local clients. They does not have big enough to spend money on international advertising in international magazines. This company is selectivity to promote awareness of it belongs to the growth stage.Thomas Cook Group plc: Thomas Cook Group plc is during in maturity stage. According to a maturity stage company, it need promotion is 'heavy promotion'. Thomas Cook Group plc used hundreds of TV channels, 20 radio stations or more, international magazines and newspapers, hundreds of millions of websites, books etc. on the company awareness and products to promote. These heavy promotion that the company belongs to the maturity stage.3. Jin Jiang International Hotel:Product: high quality facilities accompanied by exemplary personal service, differentiated from competition quality with the overall brand strategy has proven to be a successful approach generating high levels of repeat business. Hotel high-quality products and services reflected in the master customer's information, the hotel's hardware facilities, human services, Jin Jiang Travel and Jin Jiang Transport etc. For example, hotel through the customer information to make a call or E-mail sent greetings when a holiday or birthday of their customers.Price: pricing strategy has been consistent with the differentiation objective, to provide added value for a reasonable rate as opposed to discounting and de valuing the products and services. Hotels price changes: off-season price is the price based on the peak period less 20%; Different customers - the room prices are different: Senior members enjoy 20% price reduction; Ordinary members enjoy 10% price reduction; Other customers enjoy 8.8% price reduction.Place: product and service information are sold to the guest via personal selling, direct marketing, advertising and the Internet. Delivery channels include travel agents and international reservations systems. Hotel sales place include locations; internet booking(); telephone booking(800-819-5677) etc.Promotion: primary focus will remain on mass communication via print ads in trade publications and on the Internet. Direct mail campaigns to senior members and ordinary members will maintain contact with customers so as to maintain customer loyalty.Thomas Cook Group plc:Product: Thomas Cook Group plc core business remains their mainstream business, which is primarily the sale of charter packages where two or more components of travel, such as flights, hotels, transfers and rep services, are bundled together in advance and sold to customers through brochures and agents in stores, online through their various websites or over the phone from their call centers. The company offers high quality travel products, including domestic travel, international travel, the charter package holiday travel, weddings travel and special holiday tourist routes etc.Price: pricing strategy has been consistent with different travel product price. Such as, the charter package holiday remains very popular as customers appreciate the value for money it provides, the ease of choice and selection, and the security offered. So, the charter package holiday must pay the high price compared to other tourism products.Place: This heading refers to distribution. This means all aspects related to how goods and services are 'moved' from the producers to the end user. Most goods are sold through introduce product brochures and agents in stores, online through their various websites or over the phone from their call centers.Promotion: This heading refers to all types of communication that relate to a specific marketing campaign. They might consider their own media options. Each day they choose from several hundred TV channels, 20 or more radio stations, 3000+ newspapers and magazines, many millions of websites, and books, cinema and video games.4. Jin Jiang International Hotel: It should improve aspects of the pricing strategy. Pricing is also much more complex than you might think. Firstly price needs to take into account consumer psychology. Although some consumers purchase solely on price, most use price as a way to judge quality. The more expensive something is (within reason) the better the quality is likely to be. The hotel can develop moredetailed membership pricing strategy. For example, the Diamond level members, Gold members, Silver members, business members, private members, etc.Thomas Cook Group plc: It can improve aspects is promotions. Promotion is a very complex area of marketing. The media is very fragmented and the chance of one piece of marketing communication reaching you and being remembered seems slim. For the reasons it is common practice to employ external agencies to develop and plan much of the work. Public relations are increase the company and product awareness one of the best. The types public relations include: Media Relations, Media Tours, Newsletters, Special Events, Speaking Engagements, Sponsorships, Employee Relations , Community Relations and Philanthropy. For example, they can use philanthropy to support charities and the corresponding contributions maintain their image in the community.。
(完整word版)HND市场学导论outcome2
The report of marketing about Trusty-Land FoodCandidate Name:Candidate Class:Candidate SCN:World count:Table of contents Introduction: (3)Findings: (3)Product: (3)Price (5)Promotion (6)Place (7)Services Marketing (8)People (8)Processes (8)Physical Evidence (9)Change of marketing environment (9)Conclusion: (10)Reference: (10)Introduction:This report uses Service Marketing Mix to analysis of the Trusty-Land Food Company. Service Marketing Mix is composes of 7 Ps. I uses product, price, promotion, place to analyze the Trusty-Land Food Company. I uses people, process, and physical evidence to analyze the barber shop. Assuming Trusty-Land Food Company’s marketing environment be change.Findings:Product:Product can be offered to a market for attention, acquisition and use or consumption that might satisfy a want or need. The product includes physical objects, services, persons, places, organizations and ideas.The Trusty-Land Food Company’s products is tangible product. The channels of tangible product.Three different levels of product, the three levels includes core product tangible product. Meet is the core product of Trusty-Land Food Company. Meet provides protein to person and meet also improve quality of life.Product lineProducts are closely related and they function in a similar manager so the product needs a product line. Product line is benefit for sold to the same types of outlet or fall within given price ranges. Trusty-Land Food Company can take the red meet and white meet divided into two kinds of production line. The two kinds of production line can improve the production efficiency.Trusty-Land Company’s product line from less to more. The product become more thereasons includes the enterprise competiveness and to attract more customer and increase sales.Product MixProduct mix is the total sum of all the products and variants offered by an organization. The production line’s width is two, because the product lines products two kinds of meets. The meets include white meet and red meet.Product life cycle“Kitty Doggy” product life cycle“Kitty Doggy” in the growth period. During this period, this brand of pet food is increase sales, launch new products and opponents appear. I suggests that “Kitty Doggy” keep pet food quality and “Kitty Doggy” mast focuses on the opponent to find ways to increases market share.PriceThe smart pricing is amount of many charged a product or service or sum of the values that consumers exchange for the benefits of having or using the product or service. The advantage of smart pricing is ensure sales but inaccurate pricing to harm the company such as underpriced close not back to the cost so the Trusty-Land Food Company mast take the smart pricing in product.Government policy, Organization objective, Channels of Distribution, Cost, and Weather is factors that affect pricing.Government policy: Government policy affects the pricing. Government’s new dietary guidelines is recommend people to eat white meat so red meat sales will be decline and white meat sales rise. Trusty-Land Food Company in order to maintain sales of red meat so red meat be suitable reduced price. Red meat sales rise so red meat be take a appropriate price.Cost: Trusty-Land Food Company has a lot of distributors throughout the country. Meat products need fresh so meat in the process of transportation need keep fresh that increase the cost. The company in order to profit so meet rise in price.General Pricing ApproachPenetration Pricing: Trusty-Land Food company’s “Kitty Doggy’’ in the growth period so penetration pricing for pet food can attracts more customer that can increase sales. Penetration pricing can help “Kitty Doggy’’ gain more market share and to promote “Kitty Doggy’’Competitive pricing: Trusty-Land Food Company focuses of the opponents that can help Trusty-land upon them opponents. Trusty-Land Company focuses on opponents that can help company win the price war and keep Trusty-Land Food Company’s dominancePromotionPromotion is kinds of a activities. Promotes product or service and its merits to target customers and persuade them to buy.The main promotional tools available to market have five types that is advertising sales promotion, public relations, personal selling and direct marketing.AdvertisingAdvertising can highlight the product features and improve visibility. Trusty-land Food company through newspaper and street poster to attention customer to know company’s name. Trusty-Land Food Company through TV commercials to position the company. This tuned is success, TV commercial bring sales revue increased by 34% that can expand market share.Direct Marketing: Trusty-Land Food Company has its own retail groups so Trusty-Land Food Company can reduce the middleman. The middleman is getting less the company make a good price and good supplier for company’s customers that can help company improve market share.Personal Selling：Trusty-Land Food Company has a sales team the sales team to persuade customer to purchases and stock company’s product. Personal selling can improve product and increase customer purchases and contacts. Sales team can help company improve the product sales.Identification of target audience, Legal political factor. Technology factor and budget setting this four types influence the setting of the promotional mix.Identification of target audience：Customers has different demand and tastes differ with people so Trusty-Land Food Company mast identification of target audience to promotes differed products. The “Health Meat” is a good example “Health Meat” lies in their convenience and fast time. “Health Meat” suitable for fast rhythm of life that can increase salesBudget Setting: The amount of the budget effect promotion. If the Trough-Land Food have more bridge the advertising coverage is broad. The appropriate budget setting to improves the company reputation.PlacePlaces means all the company activities that make the product or services available to target customers.Tangible product’s place is distribution partner. Intangible product’s place is enterprise located or provides the service place.Wholesalers: Trusty-Land Food Company’s Products were sold to regional grocery chains and national and regional gory, wholesalers that is Wholesalers.Retailers: Seven Eleven is a retailer, Seven Eleven sales food-branded of Trusty-Land food Company. Large grocery stores and supermarkets purchase from Trusty-Land Food Company and that grocery market meat products under Trusty-Land Food Company’s Logo.The benefits of distributors to Trusty-Land Food Company Distributors for the company to reduce inventory and accelerate product circulation speed. Distribution business enterprise to increase visibility and to increase market share. Distributors to help business increase sales reduce the pressure distribution, increase profits bring convenience to clientsBuying behavior, Budget Product itself and Organizational Objective are affect choose marketers.Organizational Objective: Trusty-Land Food take “Kitty Doggy” become the leader brand. Intensive distribution consider revising the market share so organizational objective good for distributors.Buying behavior: Marketers to adopt to the consumer habits. Marketers cooperate with supermarkets or markets and impossible and book stores and flower of cooperationServices MarketingA service is any act or performance that one party can offer to anther that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product. Characteristics of services is variability, perishability, inseparability and intangibility.Barbershop is three more than Trusty-Land Food Company. The three types is people, processes and physical evidence.PeoplePeople: People at services marketing is service provider. For example, people in the barber shop’s hairdresser and cashier. Hairdresser giving a haircut to customer and wash hair, cashier responsible for the money. The hairdressers and cashier given the customer’s service is in tangibility and inseparability. Hairdresser and cashier should have better attitude and high service qualityProcessesProcesses: Process involves looking at the quality controls that need to be in place to ensure consistency of service. Customers into the barber shop. Barber to customers shampoo, haircut, and the barber to meet customer requirements, shampoo, cashier money, and finally the customer away. Process services emphasize consistency and effectiveness of the service. Different customers in the same service get the same levelof service is uniform. Within a period of time to complete the service.Physical EvidencePhysical Evidence: Physical evidence is the “tangible” part of the service. Barbershop’s wardrobe and shampoo are all belong to the physical evidence. Physical evidence to help hairdressers to complete the service. Physical evidence also help customers evaluate service. If the customer is not satisfied with the physical evidence. Good physical evidence to make customer satisfaction increases.Change of marketing environmentSuppose company supplies meat to a city, but the city's Muslim believer’s population increases. The company can uses 4P’s product so company printed on product packaging halal logo and Muslim followers of the urban population accounted for the ratio becomes large. So the company provides a small amount of pork to the city and the company offers other types of meat to the city, to meet the needs of Muslim believers.Suppose an increase in the elderly population in the community. The company can use 4P’s price from company to resolve. Because elderly people are concerned about the price. The company and retailers cooperate elderly to buy meat the retailers gave elderly seven fold. Improve the company reputation and boost sales.Suppose the emergence of bird flu in society. The company uses 4P’s product. The company mast pay attention to product quality and the company to do a good job of inspection and quarantine. Using the media to promote our products are safe and maintain our company's sales.Conclusion:The Trusty-Land Food Company encountered different changes in environment in the development process. I hope my countermeasures can help Trusty-Land Food Company. Finally wish Trusty-Land Food Company gets long-term development.Reference:Wang Huihong, WANG Jing, 2013, SQA Unit Student Guide on Marketing: An Introduction, China Modern Economic Publishing House.Kotler Philip, Wong Veronica, Saunders John, Armstrong Gary, 2005, Principles of Marketing 4th European Edition, Prentice Hall.。
HND市场学导论outcome2 (仅供参考)
Q1A) Market marketing is the plan and the execution of the commodity, the service and the creativity idea, the fixed price, the promotion and retailing, create conforms to the individual and the organizational goal exchange one kind of process. that is Human activity is wants through for exchanges to directed at satisfying needs, and business activity is concerned with providing goods and services to satisfy human wants and needs at a profit.B) Market marketing concept requirements planning and strategies should be all the businesses to consumers at the center, correctly determine the needs of the target market and lust, more effectively than competitors of provision required to meet the target market.The product concept is to show the enterprise is not through the development of the corresponding product market analysis and variety, but to improve quality, reduce cost as all activity centers, and thus expand sales, profits made such a management guiding ideology. Product not only pay attention to production quantity concept, but also pay attention to product quality, but it production center, don't pay attention to the market demand, don't pay attention to product sales, is the production of the concept of the later performance. The customary channel sales, when customer think of their good quality of product will seek to come.Q2A) The Marketing Mix is an important part of corporate marketing strategy, Controlled enterprise marketing measures to form a holistic activity. The main purpose of marketing is to meet the needs of consumers. Usually divided into 4P (product, price, promotion, place)B) the explanation of the Marketing mix of product: in 1986, Landed a company of wooden toys products target customer is pre-school market, wooden building bricksand jigsaws. Its products could only be sold to small toys shops that have very big limitation. However, with booming business and brighter prospect, its range of products has quickly enlarged. But for its former products, it not on-ly added with dolls’ houses and wooded train sets, and brought in “CountryCousi ns” books and a new range of pre-school books. its products are characterized by various types, complete specifications and best quality. All its products enjoys high celebrity made this company bigger and bigger.The explanation of the Marketing mix of price: success stems from the reasonable pricing and good price control strategy, a reasonable price is very import in the market competition. In the case, on the early 1990s, Landed company rapidly flourished, and the “Country Cousins” books were sold at a premium. But and the “Country Cousins” books were sold at a premium. Besides, badly demand and high profit attract more and more cooperation entering this market, competition becomes much drastic. To gain a competitive edge, the company had to reduce its high price to a competitive level.The explanation of the marketing mix of promotion: the promotion has many methods, such as advertising, sales promotion, public relations, personal selling and direct marketing. In the case, Landed Company’s advertising department must be use the best promotion policy. The Landed Company and TV channel SC4 to keep the friendly relationship. The TV proposed a national airing and national launch Introduce company products and the popularity of the series. That make rise for the company's brand image and customers' awareness, Sales Have Rapid Growth.Place - refers to provide the product at a place which is convenient for consumers to access. Place is synonymous with distribution. Can be various strategies such as intensive distribution, selective distribution, exclusive distribution. In the case, the company uses selective distribution. This involves one intermediary the retailer. This is probably most favoured by larger retailers such as supermarkets that have the power and resources to buy in larger quantities and enjoy the benefits that come with that, such as being able to offer lower prices. But now this company has a big problem, intermediary the retailer compels price drop. I think only through production-marketing integration can solve the problem.Q3For a privately owned beauty salon, its elements of the marketing mix refer to the followings: product, price, promotion, place, people, process and physical evidence.First, the product of privately owned beauty salon is its service, which opposes to a common product. Services, unlike physical products, happen "on the spot" and customers like to know what to expect. The privately owned beauty salon offers service to customers, which is essentially intangible and does not result in ownership of anything. The Landed Toy Company products are goods.Second, price, as we know, price is one of the most flexible elements of the marketing mix. It will be affected by consumers, the trade and the competition. For example, if customers feel the price of the beauty salon is lower than others, most of them may choose this beauty salon, while the price of Landed Toys Company products changes with the situation they have in the market: set premium price (previous) ------cut the price (now) -----reducing price (future).Third, promotion is what a company say and do concerning products and services in order to persuade customers and markets to try them. The privately owned beauty salon not only uses advertising but communicates with customers to help them have a better understanding of the company. Landed Toys Company Landed did very little advertise at first, but now they use newspaper to promote its products originally.The next is place, which not only includes retail store, online shop but also the movement of goods. If you want to book the ticket of the beauty salon, you can buy in the salon or online. Landed Toy Company sells its products through a number of intermediates, nowadays it carries out with the idea of mail order selling.Fifth, people are part of the offering service. If the customers are satisfied with your service, it may have a positive effect on the development of your company. Sixth, processes mean caring about the quality, reducing the queuing systems and service delivery to ensure consistency of service. At last, physical evidence is the “tangible” part of the service, lik e the facilities in the beauty salon.Different from a Landed company, which distributes its products to its customers, beauty salon always has to get its customers to come to it. Those who come to the beauty salon are pursuing high quality services, although its price is higher. Therefore, beauty salon usually has relatively affluent target market and local promotions meeting the local demands. In this way, it is principal for a beauty salon to choose a right location.Q4 because for the environment in which an organization exits can affect industry or the individual organizations. An internal environment is the systems of the company, the effectiveness of which to a great degree rests with its culture, including micro and macro environment, competition intermediaries, and suppliers stakeholders. A micro environment is all those factors which lie beyond the organization, and a successful organization is contributed by those in the microenvironment, for example, the company, the distributors, customers, competitors and public, however, the macro environment indicates the larger forces which affect the way in which an organization operates and over which the organization has little or no control. These can be known acronym PEST.With the changing environment, PEST is also changing: the political aspect: as the global communication developing, it is not simply domestic politics which will have influence on marketing strategy. Second, economically, suppliers have become more and more, as a result, competition has become more and more fierce, this will impact costs, prices and demand. Third, changes and trends in the sociocultural environment bring forth significant challenges. People's basic beliefs, attitudes and values are shaped by the society in which they grow up.Following factors may affect landed: the declining birth rate, growing demand for more technological toys, increased affluence, growth in competition from larger competitors, growing dominance of larger retailers.For the sake of getting over these risks, altering the marketing mix, the company introduced some new products to satisfy different market meets, drew into added value products at higher prices, developed higher profile promotions to compete with rivals, and used sales team to develop a good relationship with retailers.温馨提示：最好仔细阅读后才下载使用，万分感谢！。
市场营销专业外语教程课本翻译【3~6页】
【这是从第3页翻译到第6页】一些最成功的商业组织今天来到这里是因为许多年前他们提供正确的产品在正确的时间，一个快速增长的市场，有些也可以被称为非营利组织和政府过去的重要决策，过去的许多关键的决定是没有战略思维和规划的效益，这些决定是基于智慧或只是运气是不重要的，他们为这些组织工作然而，一个更糟糕的命运发生了无数的其他四分之三的美国100家最大的公司70年前从这些公司在同一时间市场下跌，控制庞大的资源，并有训练有素的工人。
最后，他们都犯了同样严重的错误，他们的管理人员没有认识到，商业策略必须反映不断变化的环境中，必须把重点放在开发的业务系统，允许持续改进。
相反，他们试图继续照常营业。
今天的管理者越来越认识到智慧和创新就不再足以引导组织的命运，大和小的。
这些相同的管理者也意识到该组织的真正使命是提供有价值的关键选区：客户，员工，和投资者，没有这种前景，没有人，包括股东，将利润从长远角度来看。
战略规划包括了所有为满足自身需要的产物，引导组织目标的发展的组织使命和合适整个企业目标实现策略。
过程本身的形式已经在一些过于结构化的地方被批评。
然而，战略规划，如果成功执行，通过平衡可接受的财务绩效与市场，不可避免的变化和竞争的制备技术，实现短期和长期之间的平衡起着关键的作用，以及在经济和政治领域。
管理主要是对目前的现金流，市场份额和收入趋势，公司的未来可以抵押贷款。
在近期的焦点可以使商业停滞，产生一种可恶风险。
相反，在长期的过分强调，是不恰当的。
公司过分扩张自己赌未来可能判处短期盈利和经营结果使得公司面临收购和其他威胁的行动的程度。
在图1.2描绘的是战略规划的过程。
在战略规划过程中收集组织关于其环境改变的元素的信息。
经理从组织中的所有职能领域帮助这个信息收集过程。
通过战略规划的过程，这个信息是有用的帮助组织更好地适应这些变化。
战略计划和支持计划，是在环境中实现的。
这个最终结果反馈为新的信息，是在不断调整和改进中可以发生。
HND市场学导论outcome1
HND市场学导论outcome1Marketing: An IntroductionContentsIntroduction (3)Marketing concept (3)Pay attention to market research (3)Corporate Profit (3)Pay attention to the marketing plan (3)Marketing Orientation and Customer Relationship Management (4)After Service (4)The marketing environment (4)Types of Marketing Environment (5)Marketing Research&Information: (5)Find out enterprise’s problems and mistakes (5)Market Segmentation (5)Opponents of information (6)Marketing plan (6)Market research and information Introduction (6)Quantitative&Qualitative Research (6)Qualitative Research (6)In-depth interviews (6)Quantitative research (7)Face-to-Face surveys: (7)Segmentation & targeting (8)Research information (8)Market segmentation (8)Benefits of Market S&T (8)Conclusion (9)Reference (9)IntroductionThis report is writes for the Trusty-Land Food Company. The report consists of 5 point that includes the marketing environment segmentation and targeting, the market research and information and marketing conception. Making a final and review summary in the end.FindingsMarketing conceptPay attention to market researchThe organization researches the local environment that can help company to make market segmentation. Finally, the organization can meet customer?s demand.Corporate ProfitThe organization uses advanced technology or policy to improve the product in market. The organization enhances the market shares that will increase corporate profit.Pay attention to the marketing planThe organization pays attention to the customer?s demand competitions plan and own enterprise conditions. The marketing plan can ensure customer growth and growth enter company?s profit.Marketing Orientation and Customer Relationship ManagementThe organization is gives priority to the customer?s demand. The organization communicate and cooperate with customers that can help organization to take long-term benefits with customers.After ServiceThe organization reasonable to meets customer?srequirements. The organization mast timely and effective to deal with customer?s problem. Eventually the organizati on make customer satisfaction.The marketing environmentMicroenvironment:The Company met the specific conditions in the business environment and explores the relevance economic reasoning to managerial decision-making. The …Trusty-Land Food? formed a sales to large grocery chains. The large grocery chains includes Seven Eleven. But Seven Eleven wanted supplies under their name on Trusty-Land Food?s products, so the Seven Eleven become a competition. It affects the reputation of our products, costumer always pay great attention to packing. Trusty-Land–Food?s logo represent a big part and Seven Eleven?s logo represent a small part.In 2009, the “HealthMeat” is imperative for companies to increase their focus on retaining existing customers and attracting new ones. Bring the benefits to company from new ones. The companies adhere to innovation. Wide range of goods will attract more customers that can move the company forward.Macroenvironment: The bird flu and the mad cow scare appeared in 2005 and 2006 that decreased the customer?s demand. The bird flu and the mad cow scare appeare d that made the company lose great profits. Security checks in the supplier have becomestricter to help the bird flu and mad cow scare disappeared. The mass media should be propagandas food Trusty-Land Food Company?s products safety that can maintains sales.The new dietary guidelines had been proposed by government is reduce consumption by red meat and processed meat. The new dietary guidelines effect the company?s red meatand processed meat?s sales. Responding to government?s policy, the company reduce products of the red meat and processed meat and production more products of write meat. Responding the government?s policy can make the product sales to rise.Types of Marketing EnvironmentAccording to Philip Kotler in his book Principles of Marketing (4th European Edition), the marketing environment consists of all the actors and forces that affect the marketing management?s ability to develop and maintain successful relationships with its target customers. According to Gary Armstrong & Philip Kotler, Marketing: An introduction (10th Edition), a public indicates any group that has an actual or potential interest in or impact on an organization?s ability to achieve its objectives.Marketing Research&Information:Find out enterprise’s problems and mistakesI t can help enterprise to finds out enterprise?s problems and mistakes and then it can help enterprise to deal with problems and mistakes. It benefit the further development of the enterprise.Market SegmentationMarket segmentation can help the enterprise to makes market segmentation. The enterprise uses market segmentation to finds customers that can help enterprise to improve the product sales.Opponents of informationThe enterprise mast grasps the opponents of information to keeping the advantage of the enterprises in the competition. It beneficial to company development.Marketing planThe marketing research brings the information. The information helps enterprise to makes next marketing plan.Market research and information Introduction“The function linking the consumer, customer and public to the marketer through information that is used to identify and define marketing opportunities and problems, to generate, refine and evaluate marketing actions, to monitor marketing performance, and to improve understanding of the marketing process”Quantitative&Qualitative ResearchQualitative ResearchIn-depth interviewsThe Trusty-Land Food Company looks for three people to in-depth interviews. The three men is consumer representative and representative of major ad agencies and market development manager. The company in order to improve the sales of the company?s products that can attract more customers. Consumer representatives put forward opinions and suggestions on the quality of our meet?s products, to meet the majority of consumer preferences to make changes.Now advertising is very important to strengthen the use of the media to advertise. The representative of major ad agencies proposals combined with the company's characteristics and corporate culture. Recommendations includes the methods of packaging products and mass media. The success of the product packaging and advertising can attract more customers. The market development manager hear consumer representatives and representative of major ad agencies? recommendations that can improvements products. Such as advertising companies to listen to consumers representative of the appearance of the product preferences and consumers gets information through what kinds of the media, Advertising Company to understand thecorporate culture and characteristics through the market development manager. Three people to discusses and ultimately achieve the best packing effect and publicity of company?s products.Quantitative researchFace-to-Face surveys:The Investigation team to nearby food market in a number of neighborhoods face to face surveys before the lunch time and dinner time. The investigation team to conduct research on people who buy food, because most people cooks for family should buy food. Investigation team to understand people usually buy food to eat what kind of meat, raw food or cooked food which some more, people buy food for the food safety requirements, etc. Giving small gifts when the customers answered the question after. Small gifts may be the company's new tasting product. Through investigation, improvement of products that can increase sales.Segmentation & targetingResearch informationThe enterprises to understand the details of their own problem, such as the competitiveness of an enterprise; band effect; fiscal reserves.Knowing the market. Trusty-Land Food Company to understand that consumer?s consumption habit and hobby. The company respect the religious beliefs and customs, many people know that not eating pork is one of eating habits of the Muslim.Market segmentationThe company chooses religion from demographic segmentation to make market segmentation. The market is dividing a market into distinct groups of buyers with differentneeds, characteristics or behaviors, who might require separate products or marketing mixes and company evaluates each market segments. Philip Kotler also describes market targeting as “evaluating each market s egments segment?s attractiveness and selecting one or more of the market segment?s attractiven ess and selecting one or more of the market segments to enter.”The company chooses Catholic, Protestant, Jewish, Islamic from religion to do market segmentationMoslem do not eat pork .Using differentiated marketing in Moslem market, such as the company mast prints Islamic identity on food?s packaging. According to Muslim tastes to make improvements from the company's products.Benefits of Market S&TThrough making Market S&T and making continuous improvements, customer satisfaction scores and courtesy, along with market share, are on the rise. Our customers get hooked on the good product and setting up the good enterprise image, they will buy and become more loyal to our brand.ConclusionFinally, I recommend that companies adhere to market research and innovation that can make the company's product sales rise. I hope that the company develop better and better.ReferenceWang Huihong, WANG Jing, 2013, SQA Unit Student Guide on Marketing: An Introduction, China Modern Economic Publishing House.Kotler Philip, Wong V eronica, Saunders John, Armstrong Gary, 2005, Principles of Marketing 4th European Edition, Prentice Hall.。
HND 市场学导论高山酒店
1Mountain hotel should take flat organization structure.Because flat management decisions directly facing the market, it is in the market information directly determine constant change, it can be immediately implemented, and feedback. In management platform structure, grassroots organization independent, senior company decision-makers except major policy and macro management decision-making and implementation of decision-making and management, and the main underwriter accredit costs. So, mountain hotel should take smooth organizational structure.Alice to establish an independent work team. Through cross training, every employee has a complete skills. For example, employees can be mountain biking, skiing project. This helps to smooth operation. And the staff's work has become more flexible.2Top down：Because frontline staff service, they often face three customer conflicts and pressure. Service personnel don't like middle-aged customers. So, they often complain. First-line staff's face pricing strategy to satisfy the customer a discount price. This can damage to the hotel interests. Mountain bike service, customer won't care mountain bike, or in any place on the road to throw garbage pollution of the environment, the hotel staff needs to timely remind, very hard. This will make customers dissatisfaction frontline staff. So, it is because of these contradictions, regulators want to support the frontline staff work.Bottow up：If senior managers do to make middle-aged customer satisfaction a strategic decision, but front-line staff can not respond positively and support. So, mountain hotel will be lost many middle-aged customers, and its effectiveness will be reduced, and its customer satisfaction will be significantly decreased. Mountain high hotel will be multiplied of expenses incurred in settlement of complaints. So, manager's decision-making needs to be implemented successfully employees the support and active cooperation.3Authorized means service wills, skills, tools and right is delivered employees.Flexible work personnel will respond to your needs. Authorized has three types: suggestion participation, job engagement and high participation.At the present time, the hotel is more suitable for use work input and high participation way, are not suitable for ways to use advice to participate. Alice should elaborate design the organization's position. Should be part of the decision-making power gives employees. She should also allow people to develop their master's system. Professional knowledge as employees not willing to serve customers. Middle-aged customer service for employee, she should be rotation to work, then she using this algorithm of the performance evaluation staff job title and salary. Alice can also be used to management of ownership of the means. This makes workers and enterprise's economic benefit directly related, the economic interests, so that employees to work harder. Eventually, business performance will be increased significantly.4Hotel in order to avoid failure service, should use a comprehensive quality management hotel staff. First, Alice must determine a conviction, intense focus on customer, and customers, and the customer is god. Second, the high mountain of increasing job quality hotel every organization. After that, the high hill hotel also must insist on continuous improvement of service quality. Finally, the creation of direct and easy complaints channels such as: free phone, email and the Internet. Complain that occurs, the high hill hotel has an opportunity to save their reputation. Alice may fully authorized to handle guest complaints frontline staff. Frontline staff solves the problems, must first and their attitude is very good. Then, Alice also exercise frontline staff and service promise. Frontline staff must understand complaint handling process and result must be reasonable. Without them, frontline staff opinion of owner, understand a situation, to complain about the customer. After that, don't quarrel with the customers, and frontline staff need to clear complaints matters. Then, let customers know the progress of frontline staff. Finally, the front must clearly tellthe complete processing and complaining customer, and let the customer solve the problem by themselves.Hotel after receiving customer complaints, hotel managers need tidy sum up. Hotel should establish perfect customer information data, managers need to care about the important customer complaint. They need to understand that young customers like. In spring and autumn, the hotel increase new activities of users by young welcome. Alice if want to attract elderly customers will have to provide a comfortable room service, sightseeing projects, held at a hotel middle-aged dance.In order to satisfy customers into loyal customers, high mountain hotel profits increased significantly.。
hnd市场学case玩具（定稿）
hnd市场学case玩具（定稿）第一篇：hnd 市场学case 玩具（定稿）兰德尔玩具一在兰德尔玩具公司拥有员工1000多名总部设在三个不同地点的UK.the公司成立于20世纪80年代初和其营销活动的统筹，由总部设在切斯特。
原来的生活和学习---玩具公司的名称变更为兰德尔---在1986年制作了一个范围有限的木制玩具，旨在学前教育的市场。
它的产品范围最初仅限于木制建筑砖，简单苏登拼板玩具和有限的选择木制动物。
使公司变得更加确立，产品范围扩大到包括娃娃的房屋和木制火车集。
初期该公司售出了通过小型的，独立的玩具商店，但尽管多次尝试，这是无法说服任何大型连锁店的股票其生产。
即使这样，该公司保持一个合理的营业额，并慢慢地扩大了其产品组合包括一系列的5-8岁的市场。
幻想通过它无法被接受的任何较大的连锁店，该公司玩弄的想法selling.A邮购目录制作和分发通过一些领先的星期日报纸，虽然销售额增长，这不是一个特别成功合资企业。
邮购销售的下降后仅一年，但它确实有助于使该公司的名称，把公众的注意力，更重要的玩具产业公司的形象，高品质的玩具，从自然生产，呼吁越来越多声带环境游说，最后，领先的连锁百货店同意将股票兰德尔的产品。
这是证明是一个利润丰厚的协议兰德尔，它帮助扩大该公司在20世纪80年代末。
该公司的大突破，然而，当来到Wolsh语言电视频道SC4介绍了动画系列各种各样的动物特征，统称为“国家表兄弟”。
反对激烈的竞争，兰德尔赢得了合同，使有限范围的商品特色的字符，并广受欢迎的导致了一系列的销售方式是超出兰德尔最乐观的预期。
继成功的“国家库”，英国独立电视台的决定给国家的一系列播出，并带头到全国推出，兰德尔扩大和发展的一系列商品。
与此同时，公司还推出了“国家库”书籍，并为此目的，它获得了生病的出版公司在英国埃克塞特。
利润的一部分，公司的产品组合。
这些书籍销售主要是通过玩具商店和百货公司的一部分，整个“国家库”一揽子计划，并集中于炎设立玩具零售商，而不是书店，兰德尔并不需要使用任何额外的销售代表。