Understanding marketing and the marketing process
了解营销和市场过程英文
了解营销和市场过程英文Understanding Marketing and the Marketing ProcessIntroduction:Definition of Marketing:Marketing can be defined as the management process of identifying, anticipating, and satisfying customer needs profitably. It involves understanding the needs and wants of customers, creating and delivering value, and building long-term relationships with customers. The ultimate goal of marketing isto create customer satisfaction and loyalty, which leads to repeat purchases and positive word-of-mouth.The Marketing Process:The marketing process consists of several stages that organizations follow to achieve their marketing objectives.These stages include:3. Targeting: Once the target market segments are identified, organizations need to evaluate each segment's attractiveness and select the ones that align with their business goals. Targeting involves deciding which segments to serve and how to positionthe organization's offerings in each segment.6. Implementation and Control: Once the marketing strategies are formulated, they need to be implemented effectively. Thisinvolves executing the planned marketing activities and monitoring their performance. Organizations need to track key performance indicators and make necessary adjustments to ensure that the marketing objectives are being met.7. Evaluation and Feedback: After implementing the marketing strategies, organizations need to evaluate their effectiveness. This involves assessing whether the marketing objectives have been achieved and identifying areas for improvement. Feedback from customers and other stakeholders also plays a crucial role in the evaluation process.Conclusion:In conclusion, marketing is a dynamic and iterative process that involves understanding customer needs, creating value, and building long-term relationships. The marketing process consists of several stages, including situation analysis, market segmentation, targeting, positioning, marketing mix development, implementation, and evaluation. By following these stages effectively, organizations can deliver value to customers, achieve their marketing objectives, and ultimately succeed in the marketplace.。
卖物品的英语作文
As a corporate lawyer,I would like to provide a detailed guide on how to write an English essay about selling items.Here are the key elements to include in your essay:1.Introduction:Begin your essay with a brief introduction to the topic of selling items. You might want to mention the importance of selling in a business context and how it is a fundamental aspect of commerce.Example:Selling is the lifeblood of any business,allowing companies to generate revenue and sustain their operations.It is a complex process that involves understanding the market,the product,and the consumer.2.The Process of Selling:Describe the steps involved in the selling process.This could include identifying the target market,understanding the product,setting a price,and choosing the right sales channels.Example:The process of selling begins with market research to identify potential customers.This is followed by product development,where the features and benefits of the item are tailored to meet the needs of the target market.Pricing strategies are then formulated,taking into consideration costs,competition,and perceived value.Finally,the selection of sales channels,such as online platforms or physical stores,is crucial for reaching the right audience.3.Importance of Marketing:Discuss the role of marketing in the selling process.Explain how marketing strategies can influence consumer behavior and increase the chances of a successful sale.Example:Marketing plays a pivotal role in the selling process.It is through effective marketing that a products value proposition is communicated to the target audience. Strategies such as advertising,public relations,and promotional offers can create awareness and stimulate interest in the product,thereby increasing the likelihood of a sale.4.Negotiation Skills:Highlight the importance of negotiation in selling items.Discuss how effective communication and understanding the needs of both parties can lead to successful transactions.Example:Negotiation is a critical skill in selling.It involves not only the ability to articulate the value of the item but also the capacity to listen and understand the buyers needs and concerns.A successful negotiation can result in a winwin situation where both the seller and buyer feel satisfied with the transaction.5.Ethical Considerations:Address the ethical aspects of selling.Discuss the importance of honesty,transparency,and fair business practices in building trust and maintaining a positive reputation.Example:Ethical considerations are paramount in selling.Honesty in representing the product and its features,transparency in pricing,and adherence to fair business practices are essential for building trust with customers.A company that is known for its ethical conduct is more likely to enjoy longterm customer loyalty and a positive brand image.6.Technological Advancements:Mention how technology has transformed the selling process.Discuss the impact of ecommerce,social media,and digital marketing on the way items are sold.Example:The advent of technology has revolutionized the way items are sold. Ecommerce platforms have made it possible to reach a global audience,while social media has become a powerful tool for engaging with potential customers.Digital marketing techniques,such as search engine optimization and targeted advertising,have made it easier for sellers to connect with their target market.7.Conclusion:Summarize the main points of your essay and reiterate the significance of the selling process in business.Example:In conclusion,selling is a multifaceted process that requires a deep understanding of the market,effective marketing strategies,strong negotiation skills,and adherence to ethical principles.With the integration of technology,the landscape of selling has expanded,offering new opportunities for businesses to connect with customers and grow their sales.Remember to use clear and concise language,provide specific examples,and maintain a logical flow throughout your essay.This will help to engage your readers and effectively convey the importance and complexity of selling items in the modern business environment.。
营销权威教程Strategic planning
Sea World Kmart
We run a theme park We run discount stores
We provide fantasies and entertainment We offer products and services that deliver value to middleChinese
Setting company objectives and goals
Mission: “Food, health, hope” --- of helping to feed the world’s exploding population while at the same time sustaining the environment.
Enter new market Establish distribution channels and sales programs
Hierarchy, Specific
Designing the business portfolio
Business portfolio: the collection of businesses and products that make up the company.
Contents of marketing plan
Vision
Mission
Objectives
Strategies
Operational plans
The logical sequence underlying plans:from vision to operational plans
Defining the company’s business and mission
市场营销英文
Market MarketingMarket marketing is a crucial aspect of any business strategy. It involves the analysis of market trends, consumer behavior, and competitive landscape to develop effective marketing strategies. In today’s dynamic business environment, market marketing plays a vital role in driving growth and profitability for companies of all sizes.Understanding Market MarketingMarket marketing is the process of identifying and targeting specific market segments to promote products or services. It involves conducting market research to understand consumer needs, preferences, and behavior. By analyzing market data, businesses can identify target audiences, determine the best marketing channels, and develop compelling messaging to attract customers.Key Components of Market Marketing1.Market Research: Market research involves collecting and analyzingdata to understand market trends, consumer behavior, and competitivelandscape. This information helps businesses identify opportunities andchallenges in the market.2.Target Audience: Identifying the target audience is essential foreffective market marketing. By understanding the demographics,psychographics, and behaviors of the target audience, businesses can tailortheir marketing efforts to reach the right customers.3.Marketing Strategy: Developing a comprehensive marketing strategyis crucial for success in market marketing. This includes setting clear objectives, identifying key messages, selecting the right marketing channels, andmeasuring the effectiveness of marketing campaigns.4.Customer Engagement: Engaging with customers is critical inmarket marketing. By building strong relationships with customers throughpersonalized communication, businesses can increase customer loyalty andretention.Benefits of Market Marketing1.Increased Sales: Effective market marketing can drive sales byattracting new customers and retaining existing ones.2.Brand Awareness: Market marketing helps businesses build brandawareness and establish a strong brand presence in the market.petitive Advantage: By understanding the market landscape andconsumer needs, businesses can gain a competitive advantage over rivals.4.Improved Customer Relationships: Market marketing allowsbusinesses to engage with customers on a personal level, leading to stronger relationships and increased customer loyalty.Market Marketing Strategies1.Content Marketing: Creating valuable content that educates andentertains customers can help businesses attract and retain customers.2.Social Media Marketing: Leveraging social media platforms toengage with customers and promote products or services is an essential part of market marketing.3.Influencer Marketing: Collaborating with influencers in the industrycan help businesses reach new audiences and enhance brand credibility.4.Email Marketing: Personalized email marketing campaigns can helpbusinesses nurture leads, drive sales, and retain customers.ConclusionIn conclusion, market marketing is a critical component of any successful business strategy. By understanding market trends, consumer behavior, and competitive landscape, businesses can develop effective marketing strategies to drive growth and profitability. Implementing market marketing strategies such as content marketing, social media marketing, and influencer marketing can help businesses reach their target audience and achieve their marketing goals.。
Marketing整理选择题(附答案)
1 1Chapter 11. Marketing is _____.A.another word for advertising and salesB. only used by major corporationsC.about satisfying customer needsD.about simply making a profit2.The first step in the marketing process is to work to understand customers. True False3. Once we have created value for customers, the final step in the marketing process is to capture value from them. True False4.The most basic concept underlying marketing is that of _____. profits products human needs services5.Marketers create social needs in consumers. TrueFalse (Marketers do not create customer needs, whether social, physical or individual. Needs are a basic part of the human makeup.) 6.The act of obtaining a desired object from someone by offering something in return is called a(n) _____. exchange switch market sale7.The art and science of choosing target markets and building profitable relationships with them is called _____.marketing profiles marketing maneuvers marketing selection marketing management8.Which marketing philosophy listed below is useful when supply exceeds demand and when production costs are too high and need to be reduced? production conceptproduct conceptselling concept marketing concept9.Which marketing philosophy believes that an organization can achieve its goals if it knows the needs of its target market well and delivers satisfaction better than its competition?production concept product concept selling concept marketing concept 10.Customer relationship management (CRM) is solely about acquiring and keeping customers. TrueFalse (CRM is about acquiring, keeping and growing customers .) 11.To build lasting customer relationships, firms should focus on delivering _____ and _____. high quality products; low pricescustomer value; customer satisfaction customer satisfaction; customer2 2growthcustomer value; high profits12.It costs 5 to 10 times more to find a new customer than to keep a current one happy.True (Due to changing demographics, more competition, and overcapacity in many industries, the cost of finding new customers is rising.) False13.The aim of customer relationship management is to _____. create customer satisfaction create customer profits create customer delight create customer longing14.The portion of the customer’s purchasing power that a company gets in its product categories is called its _____.customer equity share of customer customer quotientcustomer lifetime value15.Customers that are a good fitbetween a company’s offerings and that are expected to be loyal over the long term are called _____. butterflies barnacles true friends strangers 16.The most dramatic new technology is the Internet. True False17.The _____ is the nation’s 24th largest advertiser with an annual budget of over $1 billion. Procter and Gamble Co. Boeing Co .Levi Strauss Co. U.S. Government18.Which of the first four steps of the marketing process asks, “What consumers will we serve?” and “How can we best serve targeted customers?” Step 1: Understanding the marketplaceStep 2: Designing the marketingstrategyStep 3: Constructing the marketing program Step 4: Building profitable relationships with customers19.Which step of the marketing process is the most important? Step 1: Understanding the marketplaceStep 2: Designing the marketing strategyStep 3: Constructing the marketing program Step 4: Building profitable relationships with customers20.In addition to delighting customers, companies today must also harness technology, think globally and be ethically and socially responsible. True FalseChapter 21.This type of business plan involves adapting the firm to take advantage of opportunities in its constantly3 3changing environment. –annual plan–marketing plan –strategic plan –long-range plan2.A good mission statement should be all of the following except _____.–market oriented –product oriented –realistic –motivating3.The organization should base its mission statement on its _____.–profitable goals –customers’ welfare –product’s value–distinctive competencies4.Business portfolio management involves two steps. Step 1 requires the business to analyze its current business portfolio. Step 2 requires it to shape its future portfolio.–True –False5._____ are low-growth, high-sharebusinesses or products.–Question marks –Cash cows –Dogs –Stars6._____ are high-growth, high-share businesses or products.–Question marks –Cash cows –Dogs –Stars7. Which of the following are limitations to the BCG method of strategic planning?–difficult to implement –costly–provide little advice for the future –all of the above8._____ has the main responsibility for achieving profitable growth for a company.–Management –Human resources –Marketing–All of the above 9.Which of the following is an example of market penetration for Starbucks?–adding drive-thru windows to theircurrent coffee shops–adding new stores in the Southeast(market development)–adding hot breakfast items to themenu (product development)–buying Hear Music (diversification)10. Downsizing is reducing the business portfolio by eliminating products or business units that are not profitable or no longer fit the company’s overall image.–True –False11.The _____ takes the customer’s point of view.–Human Resource Dept. –Management Dept.–Information Technology Dept. –Marketing Dept.12._____ should be at the center of a company’s marketing strategy.4 4•Customers•Profits •Products •Employees13._____ involves dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behaviors and who might require separate products or marketing mixes.•Market definition •Target marketing •Product positioning •Market segmentation14.Once the various market segments have been determined, the next step in the marketing strategy process is _____.•market evaluation •target marketing •product positioning •market penetration15.A company should target segments in which it can profitably generate the greatest customer value and sustain it over time.•True •False16.The purpose of a product’s image statement is to present the product in a clear, distinct and desirable way relative to competing products in the minds of target consumers.•True•False (positioning statement)17.The set of controllable, tactical marketing tools that the firm blends together to produce its response to the wants of its target market are called its _____.•marketing arsenal •marketing mix•marketing portfolio•integrated marketing options (IMOs)18.The four P’s in marketing refer to_____, _____, _____ and _____.•product; place; price; promotion •product; property; price; promotion •production; property; people;promotion•product;place; promotion; people19.Which of the “P’s” listed below relates to a customer’s cost?•product •place •price •promotion20.Managers are correct in thinking that, “doing things right” (implementation) is more important than, “doing the right things” (strategy).•True•False (both are critical to success) Chapter 31.A company’s _____ consists of its suppliers, marketing intermediaries, customers, competitors and publics.–macroenvironment –microenvironment –business environment –marketing environment2._____ include resellers, marketing service agencies and financial firms that help a company to promote and5 5sell its offerings to its final customers.–Advertising agencies–Suppliers–Intelligence firms–Marketing intermediaries3.Marketers today are only concerned with their consumer markets.–True–False (marketers today may havefive types of customer markets. These are the consumer market, the business market, the reseller market, the government market and the international market.4.A company’s _____ public includes its workers, managers, volunteers and board of directors.–employee–citizen-action –internal–human resource5.The single most important demographic trend in the U.S. is the changing age structure of the population.–True –False6.Of the seven generations present in the U.S. today, _____ is(are) the largest and most influential.–the Baby Boomers –Generation X –Generation Y –the Millenials7.In the United States today, married couples with children make up _____ of the nation’s 105 million households.–50% –65% –25% –34%8.The disabled market is relatively small in the United States and is not being actively pursued by marketers.–True –False(Marketers are activelypursuing this market, which is larger than the Hispanic and African-American markets)9.The “shop until you drop” mentality of the 1990’s has been replaced with a more _____ approach.–save all you can –value is key –don’t shop at all –splurge regularly10.There are three trends in the natural environment that marketers are monitoring. These are _____, _____ and _____.–shortagesof rawmaterials; increased legislation; increasedconsumerism–the green movement; shortages ofraw materials; increased pollution–increasedpollution; increasedgovernment intervention; shortages of raw materials–increased consumerism; increasedpopulation; increased ethical expectations11.The most dramatic force shaping business today is the _____ environment.6 6–natural–technological –economic –political12.Which country leads the world in research and development spending?–United States –Japan –China –Germany13.Legislation affecting business has _____ over the years.–increased steadily –decreased slightly –remained steady –grown immensely14.This legislation prohibits Web sites or online services from collecting personal information from children without parental consent.–Wheeler-Lea Act –Child Protection Act–Children’s Internet Protection Act –Children’s Online PrivacyProtection Act15.Which of the following is not one of the reasons business legislation is enacted?–Toprotect companies from eachother–Toprotectcompaniesfromconsumers –To protect consumers from unfair business practices–To protect the interests of society16.A person’s core values and beliefs are often erratic.–True –False(People’s core beliefs andvalues have a high degree of persistence.)17.Which of the following is not one of the ways a society’s values are expressed?–people’s view of history–people’s view of society–people’s view of the universe –people’s view of others18.Recently, observers have noted a shift from a “me society” to a “wesociety.”–True –False19.A woman who drives a hybrid car, consistently recycles, and buys “earth -friendly” products, is acting out her view of _____.–society–organizations –others –nature20.A company has several options with regard to its marketing environment. A strong company takes a(n) _____ approach.–proactive –reactive –ingenuous –peaceful21.A company’s macroenvironment consists of all of the following except _____.–demographic forces –economic forces –competitive forces7 7–none of the above Chapter 41.Managers today often receive_____ information.–too much –too little –irrelevant –both 1 and 32.A _____ consists of the people, equipment and procedures to gather, sort, analyze and distribute accurate information to marketing decision makers.–marketing intelligence system –database mining system–marketing information system –marketing research system3.A marketing information system begins and ends with information from _____.–customers –databases –administrators –users4.The costs of obtaining, processing, storing and delivering information is relatively inexpensive. –True –False(the costs can increasequickly, forcing managers to decide if the information is worth the expense) 5.Which of the following is a problem with using internal databases?–the information was collected foranother reason–theinformation is in the wrong format–the information may be out of date –all of the above6.The goal of _____ is to improve strategic decision making, access and track competitors’ actio ns, and to provide early warning of opportunities and threats.–competitive research analysis –marketing intelligence –information technology –marketing segmentation7. A new source for competitor-supplied information is the Internet.–True –False8.What are the four steps (in order) of the marketing research process?–Define the problem, develop theresearch plan, implement the research plan, survey the participants.–Define the problem, develop theresearch plan, implement the research plan, report the findings.–Define the problem, develop theresearch plan, survey the participants, report the findings.–Developthe research plan,implement the research plan, survey the participants, report the findings. 9.What is the often the hardest step in the marketing research process?–defining the problem–developing the research plan –implementing the research plan –reporting the findings8 810.The objective of _____ is to gatherpreliminary information that will help define the problem and suggest reasons.–causal research–competitive research –descriptive research –exploratory research11._____ consists of information that already exists having been collected prior to the research plan.–Primary data –Secondary data –Exploratory data –Sales research12. Researchers usually start with _____ when developing the research plan.–primary data –secondary data –projection research –sales research13.The three types of research approaches a marketer may use are _____, _____ and _____.–surveys;observations; historicreviews–observations; surveys; databases –observations; experiments; surveys –experiments; databases; surveys14. The most widely used form of primary research and the one best suited for descriptive information is _____–survey research–ethnographic research –observational research –experimental research15. Which type of research is best suited for gathering causal information?–survey research–ethnographic research –observational research –experimental research16.If a marketer wanted to collect large amounts of information at a low cost per respondent, she could use _____.–telephoneinterviews–mail questionnaires –focus groups–approach interviews17.If a marketer wanted to collect information quickly and allow for flexible answers, he should use _____.–telephone interviews –mail questionnaires –focus groups–approach interviews18. Interviewer bias is often greater with _____.–telephone interviews –mail questionnaires –focus groups –online surveys19.If an interviewer wanted to reach the teen market, a fast and low cost method would be to use _____.–telephone interviews –mail questionnaires –focus groups –online surveys20.Which of the following is not one9 9of the decisions a marketer mustmake when designing a sample?–who should be sampled–how many people shouldbesampled–how the people in the sampleshould be chosen–allof the above are important sampling decisions21.One of the biggest challenges facing marketing researchers today is that some consumers believe collecting the research violates their privacy.–True –False Chapter 51. Consumer behavior refers to the buying behavior of final customers. –True –False2. According to the textbook, consumer purchases are strongly influenced by cultural, social,personal and _____ characteristics. –psychological –emotional –physical –economic3._____ is the most basic cause of a person’s wants and behavior. –Greed –Fear –Culture –Materialism4. Which of the following is not a value normally presented in the U.S. culture?–achievement –progress–material comfort –collectivism5. Groups of people with shared value systems based on common life experiences are called _____. –cohorts –generations –subcultures –affiliate groups6. The fastest-growing and most affluent subculture in the U.S. is the _____ population. –Hispanic–African American –Asian American –mature7. Social class is determined only by an individual’s income. –True–False (Income is only one of several factors used to determine a person’s social class. Other factors include one’s occupation, education, wealth and type of residence.)8. The _____ is the most important consumer buying organization in society. –school –family–government –business9. Which of the following is not a personal factor that influences a buyer’s decision?10 10–beliefs –age –lifestyle –personality10.The V ALS classification systemmeasures a person’s _____. –income –occupation –lifestyle –personality11. A person’s _____ is his/her unique set of psychological characteristics that are relatively consistent and lasting.–self esteem –self concept –lifestyle –personality12. According to _____, people are largely unconscious about the real psychological forces shaping their behavior.–Abraham Maslow –Bill Gates –Alfred Skinner–Sigmund Freud13.The process of selecting, organizing and interpreting information to form a meaningful picture of the world is referred to as _____.–perception –sensation–subliminal imprinting –rationalization14. When a person changes his/her behavior as a result of an experience, we say that _____ has occurred. –motivation –sensation –learning –perception15.If a person’s attitude reflects one of his/her core values, then the attitude is easy to change. –True–False (Attitudes are difficult to change because they fit into a pattern, and changing one attitude may require difficult adjustments inmany others.)16.A consumer purchasing fine furniture (which is expensive and for which a brand’s name matters) would probably result in _____ buying behavior.–dissonance-reducing –variety-seeking –complex –habitual17._____ buying behavior is characterized by low consumer involvement but significant perceived brand differences.–Dissonance-reducing –V ariety-seeking –Complex –Habitual18.The final step in the buying decision process is _____. –the purchase itself –postpurchase behavior –choosing the product –getting the rebate19. What two factors come betweenthe purchase intention and the purchase decision?–attitudes of others and unexpected situational factor s–attitudes of others and lack of resources–unexpected situational factors and lack of resources–shortages and lack of resources (Note: lack of resources and shortages are examples of unexpected situational factors)20.What are the two largest populations in the adoption process? –innovators and early majority–early adopters and early majority–early majority and late majority–innovators and laggards21. Which of the following does not influence a product’s rate of adoption?–relative advantage–compatibility–divisibility–perceptibility Chapter 61.Business buyer behavior includesretailers and wholesalers who buythings with the purpose of making aprofit.–True–False2. Business markets are _____ thanconsumer markets.–considerably larger–slightly larger–slightly smaller–no different3. The main differences between thebusiness to business (B2B) marketand the business to consumer (B2C)market include all of the followingexcept _____.–the differences in market structureand demand–t hat people assume buying roles–the nature of the buying unit–the types of decisions and thedecision process involved4._____ is demand that ultimatelycomes from the demand for consumergoods.–Consumer demand–Marketing demand–Derived demand–End-user demand5. Which of the following is not acharacteristic of the business market?–Business markets are moregeographically concentrated.–Many business markets haveelastic demand.–Business markets have morefluctuating demand.–Business marketers have far fewerbut larger customers.6. In recent years, relationshipsbetween business customers andsuppliers have grown moreadversarial.（敌对的）–True–False(In recent years, businesscustomers and suppliers have begunworking together more closely as11“partners,” not adversaries.)7.Which of the following is not one of the major types of buying situations faced by business buyers? –straight rebuy–new task buy–online rebuy–modified rebuy8. Which of the business buyer purchase decisions offers the greatest opportunities and the greatest challenges for marketers?–straight rebuy–new task buy–modified rebuy–Both 2 and 39. The decision-making unit of a buying organization is called its _____.–buying center–purchasing department–head office–marketing department10.The _____ role in the purchase decision process is to control the flow of information to others.–buyer’s–gatekeeper’s–influencer’s–decider’s11. A business buying center is afixed and formally identified unitwithin the buying organization.–True–Fals e (The buying center is not afixed and formal unit in the businessbuying organization. It fluctuates asdifferent people are needed to makedifferent purchases.)12. When competing products varygreatly, business buyers pay moreattention to _____ factors.–economic–personal–organizational–interpersonal13.Shortages in key materials is animportant _____ factor.–organizational–individual–environmental–interpersonal14. Individual factors are affected byall of the following except _____.–buyer’s attitude toward risk–buyer’s income–buyer’s buying style–all of the above affect individualfactors15.Once a business buyer determinesa problem or need, the next step inthe business buying process is to_____.–begin a supplier search–solicit suppliers’ proposals–determine a general needdescription–make a purchase16.The 8-stage buyer decision modelwould most likely be used for a_____ buying decision.–straight rebuy–new task–online–modified rebuy1217.E-procurement is being used by _____ of business buyers today.–33%–50%–75%–90%18.Which of the following is not one of the benefits of business to business e-procurement?–reduced transaction costs for suppliers–reduced transaction time between order and delivery–enhanced relationships between decades-old （new）suppliers and customers–increased time for purchasers to focus on strategic issues19.The _____ consists of schools, hospitals, nursing homes and prisons that provide goods and services to people in their care.–government market–institutional market–non-profit market –organizational market20.Unlike business markets,government markets are closelywatched by outside publics.–True–FalseChapter 71.What is the first step in targetmarketing?–market positioning–market segmentation–target marketing–none of the above2.Which of the following steps oftarget marketing takes into accountcompetitors’ offerings to the market?–market positioning–market segmentation–market targeting–all of the above3.Which of the following is not a wayto segment consumer markets?–geographic segmentation–psychographic segmentation–demographic segmentation–all of the above are ways tosegment the consumer market4.Of the four main types ofsegmentation bases used to segmentconsumer markets, _____ is the mostpopular.–geographic segmentation–psychographic segmentation–demographic segmentation–behavioral segmentation5.A marketer selling differentofferings in different communitieswould be using _____ segmentation.–geographic–psychographic–demographic–behavioral6.Marketers selling luxury cars oftenuse income as a segmenting variable.Income is one component of _____segmentation.–geographic–psychographic–demographic13–behavioral7.Social class, lifestyle and personality characteristics are three components of _____ segmentation. –geographic–psychographic–demographic–behavioral8.Many marketers believe that _____ variables are the best starting point for building market segments.–geographic–psychographic–demographic–behavioral9.Marketers usually limit their segmentation analysis to behavioral variables.–True–False (Marketers will use a variety of variables to identify smaller, better-defined, target groups.)10.Marketers believe that buying behavior and _____ provide the best basis for segmenting business markets.–operating characteristics–situational factors–benefits sought–personal characteristics11.Segmenting international marketson the basis of geographic, economic,political and cultural factors is calledintermarket segmentation.–True–False (Intermarket segmentation isforming segments of consumers invarious countries who have similarneeds and buying behavior.)12.In order to be useful, marketsegments need to be which of thefollowing?–differentiable–accessible–substantial–all of the above13.Which of the following structuralfactors is not related to a segment’sattractiveness?–the presence of strongcompetitors in the segment–the existence of potential substituteproducts–the lack of raw materials–a number of powerful suppliers14.When using a _____ marketingstrategy, a firm decides to targetseveral segments and designs separateoffers for each.–differentiated–concentrated–mass–micro15.Micromarketing includes _____and _____.–local marketing; niche marketing–local marketing; individualmarketing–niche marketing; concentratedmarketing–individual marketing; concentratedmarketing16.This type of micromarketing isalso known as one-to-one marketingor mass customization.14–local marketing–tailored marketing–niche marketing–individual marketing17.If a beer manufacturer were to place a commercial on a TV show that was predominantly viewed by children, it could be considered using _____.–socially irresponsible targeting–socially responsible targeting–adult targeting–niche targeting18.A product’s _____is the way the product is defined by consumers on important attributes relative to the competition.–image–equity–position–value19.A firm that practices _____ differentiation gains competitive advantage by the way it designs its channel coverage. –services–product–people–channel20.Which of the following is apowerful value proposition because itoffers consumers a “good deal”?–more for more–more for the same–the same for less–less for much lessChapter 81.A _____ is anything that can beoffered to a market that might satisfya need or a want.–position–product–promotion–none of the above2.Only tangible goods are consideredproducts.–True–False (Products are more thantangible goods. They can beservices, events, persons, places,ideas, or a mix of these.)3.A visit to a doctor’s office is anexample of a _____.–pure tangible good–pure intangible good–mixture of the two–none of the above4.The most basic level of a product iscalled its _____.–center–value–core benefit–customer5.Consumer products includeconvenience products, shoppingproducts, specialty products, and_____ products.–unique–luxury–unsought–all of the above6._____ products are purchasedfrequently, with little comparison orshopping effort.15。
CIPS全球国际认证课程概要Level5
CIPS 五级采购与供应高级文凭Advanced Diploma in Purchasing and SupplyUNIT CONTENT COVERAGELevel 5 – L5-01 Management in the Purchasing Function《采购职能管理》Unit CharacteristicsThis unit is designed to enable students to manage their own area of responsibility within an organisation’s internal supply chain, in line with the overall strategic business plan and the operational plan for the purchasing function.Students should be able to implement operational plans for their own area of responsibility to achieve objectives set out in their plan. In doing so they should be able to employ a range of resources, including human, physical and financial resources, and manage and delegate tashks effectively.This unit is about managing the expectations of the stakeholders that are directly involved in the student’s own area of responsibility and will provide them with management techniques to help them to involve others, be innovative, consultative, influential and persuasive in order to achieve targets effectively.Learning Outcomes●On completion of this unit, students will be able to:●Evaluate the challenges facing managers in dynamic and changing organizations.●Analyse the characteristics of different organizational structures and cultures.●Use a range of techniques to support and implement justifiable management decisions.●Formulate plans to effectively manage work groups and teams.●Propose processes and systems to enable the successful implementation of changeprogrammes to maximize purchasing efficiency and effectiveness.Level 5 – L5-02 Risk management and supply chain vulnerab ility《风险管理与供应链可靠性》Unit CharacteristicsThis unit is designed to enable students to undertake risk analysis and a variety of risk assessmentsrelating to different aspects of purchasing and supply and to implement a range of appropriate risk management tools and techniques.Students will use a variety of risk assessment tools and techniques designed to provide a detailed analysis of supply chain situations, including legal,corporate social responsibility, ethical, health and safety, financial, international, innovation and a variety of other potential risk , as well as provision for post-event recovery initiatives.By the end of the unit students should be able to apply avariety of tools and techniques, in a diverse ranage of contexts, to proactively establish the level of risk presented and to recommend ways of avoiding, mitigating or managing those risks.Learning OutcomesOn completion of this unit, students will be able to:●Analyse the nature and scope of risks for the organization.●Assess the sources of risks and the likely impact of those risks upon the organization.●Plan and implement an appropriate risk management process in order to protect theorganisation’s interests.●Understand how supplier appraisal, pre-qualification of suppliers and contract monitoring canhelp to mitigate risks.●Develop systems for testing risks and monitoring them accordingly.●Apply risk management principles to various purchasing and supply management scenarios.●Apply a range of techniques to mitigate risk proactively and to reduce the consequentiallosses in the instance of a risk event occurring.Level 5 – L5-03 Improving Supply Chain Performance《改进供应链绩效》Unit CharacteristicsAchieving success within the supply chain involves a complex range of variables, which can frequently be dependent on one another for the success of the supply chain.This unit is designed to enable students to use a range of techniques and strategies to develop and improve supplier performance in order to achieve competitiveness, efficiency and profitability within the supply chain.By the end of this unit, students will be able to measure and evaluate the effectiveness of supply chain performance. They will be able to identify innovative development of systems to improve the performance of the supply chain, and make justifiable recommendations for implementation in order to aid the effectiveness of the supply chain.Learning OutcomesOn completion of the unit, students will be able to:●Understand the contribution technology can make to supply chain performance management ●Evaluate the organizational procedures and techniques that can be used in developing andimproving supplier performance, including the reduction of risk and the introduction of supplier innovations.●Set performance standards to which supply chain strategies should aspire.●Develop an integrated approach to the implementation of supply chain activities which aredesigned to maximize competitive advantage and reduce risk exposures●Propose systems and techniques to achieve best practice and enhance customer service for allstakeholders.●Contrast different negotiation strategies and styles and their effectiveness in a given range ofsituations.●Use a variety of support tools available and apply them in complex and high-levelnegotiations.●Understand the critical elements of supplier development and techniques to foster supplychain innovation.●Work together to support cross-functional key performance indicators and objectives(KPIs)and measure performance.Level 5 – L5-10 Marketing for purchasers *《采购人员市场营销》Unit CharacteristicsThis unit is designed to provide students with an appreciation of the marketing conc ept, the role of marketing within an organisation, marketing’s relationship with purchasing and supply, and marketing’s contribution to the overall strategic plan.Learning objectives and indicative content●Marketing and the environment●Understanding the market●Marketing mix strategy●International marketing●Marketing planning and controlLevel 5 – L5-11 Storage and distribution in Supply Chains *《仓储与配送》Unit CharacteristicsThis unit is designed to enable students to identify the major areas of concern in effectively managing stores and distribution throughout the supply chain.It is essential that goods are moved through the supply chains to customers at the right time, in the right condition, at the right place and the right cost.Failure in any of these areas will add unnecessary costs to the ultimate customer while success will add value, and delight the customer.Learning objectives and indicative content●Objectives and scope of stores and distribution●Distribution planning and moving goods●Warehousing and storage of goods●Controlling stores and distribution, including legal aspects●Evaluating the role of information and communication technology (ICT)Level 5 – L5-12 Operations Management *《供应链中的运作管理》Unit CharacteristicsThis unit is designed to enable those who work in purchasing to assess the efficiency and effectiveness of an organisation’s operations. This is the process of con verting input resources into output products and services and occurs in all types of organisation, whether in manufacturing or services, public sector or private.Learning Outcomes●Approaching operations management●The concept of operations●The design of products and services●The design and management of the operations network●The planning and control of resources●Philosophies and methods for making improvements in operations management。
我对营销的看法英语作文
我对营销的看法英语作文My View on Marketing。
Marketing is an essential part of any business. It involves creating, promoting, and selling products or services to customers. In my opinion, marketing is more than just advertising and sales. It is about understanding the needs and wants of customers and creating solutions that meet those needs.Firstly, marketing is about understanding the target audience. This involves researching and analyzing the demographics, interests, and behaviors of potential customers. By understanding their needs and preferences, businesses can create products and services that are tailored to their target audience. Marketing research also helps businesses to identify trends and opportunities in the market, which can be used to gain a competitive advantage.Secondly, marketing is about creating a strong brand identity. A brand is more than just a logo or a slogan. It is the overall image and reputation of a business. A strong brand identity helps to build trust and loyalty among customers. It also helps businesses to differentiate themselves from their competitors. Creating a strong brand identity involves developing a clear and consistent message that resonates with the target audience.Thirdly, marketing is about building relationships with customers. This involves engaging with customers through various channels, such as social media, email marketing, and customer service. By building strong relationships with customers, businesses can increase customer loyalty and retention. This not only leads to repeat business but also to positive word-of-mouth marketing.Finally, marketing is about measuring and analyzing results. This involves tracking key performance indicators (KPIs) such as sales revenue, customer acquisition cost, and customer lifetime value. By measuring and analyzing results, businesses can identify areas for improvement andoptimize their marketing strategies.In conclusion, marketing is a complex and multifaceted discipline that requires a deep understanding of customer needs and behaviors. It involves creating a strong brand identity, building relationships with customers, and measuring and analyzing results. By mastering these skills, businesses can create effective marketing strategies that drive growth and success.。
英语作文-销售中的市场调研与分析
英语作文-销售中的市场调研与分析In the competitive world of sales, market research and analysis stand as the cornerstone of strategic planning and decision-making. Understanding the market is crucial for businesses to tailor their products and services to meet the needs and preferences of their target audience. This process involves a systematic approach to gathering, recording, and interpreting data about customers, competitors, and the market.Market research begins with the identification of a problem or opportunity. The next step is to design the research plan, which outlines the types of data needed, the sources from which to collect it, and the methods to be used in the process. Primary research methods include surveys, interviews, and focus groups, which provide firsthand information about the market. Secondary research, on the other hand, involves analyzing existing data such as industry reports, statistical data, and sales records.Once the data is collected, the analysis phase commences. This involves examining the data to identify patterns, trends, and insights. Sales teams can use this information to understand customer behavior, preferences, and purchasing patterns. For instance, if a trend indicates an increasing demand for eco-friendly products, a company might consider developing a new line of sustainable goods.Competitor analysis is another critical aspect of market research. By understanding the strengths and weaknesses of competitors, businesses can develop strategies to differentiate their offerings, improve their market position, and capitalize on competitors' vulnerabilities. This might involve a comparative analysis of product features, pricing strategies, marketing tactics, and distribution channels.The findings from market research and analysis are then translated into actionable strategies. These strategies may include entering new markets, adjusting pricing, enhancing product features, or launching targeted marketing campaigns. The goal is to align the business's offerings with market demands, thereby increasing sales and market share.Effective market research and analysis require a blend of analytical skills and creativity. Analysts must be able to interpret complex data sets and derive meaningful conclusions. At the same time, they must think creatively to identify unique opportunities and innovative solutions to market challenges.In conclusion, market research and analysis are vital for sales success. They provide businesses with the insights needed to make informed decisions, adapt to changing market conditions, and stay ahead of the competition. By investing in thorough research and analysis, companies can ensure that their sales strategies are data-driven and customer-focused, leading to sustained growth and profitability.This comprehensive approach to market research and analysis not only informs sales strategies but also contributes to the overall strategic direction of the company. It enables businesses to be proactive rather than reactive, anticipating market changes and responding effectively. In today's fast-paced and ever-evolving market landscape, the ability to quickly adapt and innovate based on solid research is what sets successful businesses apart. Therefore, companies that prioritize market research and analysis are more likely to thrive and maintain a competitive edge in the sales arena. 。
市场营销学试题库marketing试题库1
Chapter 1 Marketing: Creating and Capturing Customer Value1) All of the following are accurate descriptions of modern marketing, EXCEPT which one?A) Marketing is the creation of value for customers.B) Marketing is managing profitable customer relationships.C) Selling and advertising are synonymous with marketing.D) Marketing involves satisfying customers' needs.E) Marketing is used by for-profit and not-for-profit organizations.Answer: CDiff: 2 Page Ref: 2 and 4Skill: Concept2) According to the opening scenario, the Tide marketing team is MOST concerned about which of the following?A) maintaining its brand shareB) fostering customers' emotional connections with their productC) advertising their product's benefitsD) comparing the effectiveness of their product to other brandsE) incorporating consumer-generated marketing in the marketing mixAnswer: B3) According to management guru Peter Drucker, "The aim of marketing is to________."A) create customer valueB) identify customer demandsC) make selling unnecessaryD) set realistic customer expectationsE) sell productsAnswer: CDiff: 2 Page Ref: 5Skill: Concept4) ________ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation and exchange.A) SellingB) AdvertisingC) BarteringD) MarketingE) NegotiatingAnswer: DDiff: 2 Page Ref: 5Skill: Concept5) Which steps of the five-step marketing process are about understanding customers,creating customer value, and building strong customer relationships?A) the first two onlyB) the first three onlyC) the first four onlyD) the last three onlyE) the last four onlyAnswer: CDiff: 2 Page Ref: 5AACSB: CommunicationSkill: Concept6) When marketers set low expectations for a market offering, the biggest risk they run is ________.A) disappointing loyal customersB) decreasing customer satisfactionC) failing to attract enough customersD) failing to understand their customers' needsE) incorrectly identifying a target marketAnswer: CDiff: 1 Page Ref: 7Skill: Concept7) ________ is the act of obtaining a desired object from someone by offering something in return.A) A value propositionB) ExchangeC) BriberyD) Value creationE) DonationAnswer: BDiff: 1 Page Ref: 7Skill: Concept8) A(n) ________ is the set of actual and potential buyers of a product.A) marketB) audienceC) groupD) segmentE) exchangeAnswer: ADiff: 1 Page Ref: 7Skill: Concept9) Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.A) exchangeB) marketingC) managementD) productionE) customer relationship managementAnswer: BDiff: 1 Page Ref: 7AACSB: CommunicationSkill: Concept10) Which of the following is the most likely result of a marketing strategy that attempts to serve all potential customers?A) All customers will be delighted.B) Customer-perceived value will increase.C) Customer evangelists will become unpaid salespersons for the service or product.D) Not all customers will be satisfied.E) The company will need to follow up with a demarketing campaign.Answer: DDiff: 3 Page Ref: 9AACSB: Analytic SkillsSkill: Concept11) When customers don't know what they want or don't even know what's possible, the most effective strategy is ________ marketing.A) customer-drivenB) customer-drivingC) societalD) productionE) productAnswer: BDiff: 2 Page Ref: 11Skill: Concept12) The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer ________.A) short-run costs and profitsB) short-run ethicsC) long-run welfareD) immediate healthE) value propositionsAnswer: CDiff: 2 Page Ref: 11AACSB: Ethical Reasoning13) Which concept holds that firms must strive to deliver value to customers in a way that maintains or improves the consumer's and society's well-being?A) marketingB) sellingC) productD) societal marketingE) equityAnswer: DDiff: 1 Page Ref: 11AACSB: Ethical ReasoningSkill: Concept15) The three areas of consideration that should be balanced in the societal marketing concept are consumer wants, society's interests, and ________.A) human welfareB) want satisfactionC) company profitsD) short-run wantsE) long-term needsAnswer: CDiff: 2 Page Ref: 11AACSB: Ethical ReasoningSkill: Concept15) The set of marketing tools a firm uses to implement its marketing strategy is called the ________.A) promotion mixB) product mixC) marketing mixD) TQME) marketing effortAnswer: CDiff: 2 Page Ref: 12Skill: ConceptObjective: 1-360) The final step in the marketing process is ________.A) capturing value from customersB) creating customer loyaltyC) creating customer lifetime valueD) understanding the marketplaceE) designing a customer-driven marketing strategyAnswer: ADiff: 1 Page Ref: 2116) Stew Leonard, the owner of a highly successful regional supermarket chain, reacts adversely to losing a single customer sale. He feels that this amounts to losing the entire stream of future purchases that a customer is likely to make if he or she remains in the area. Stew Leonard's concern is an illustration of which of the following?A) share of customerB) market shareC) profitabilityD) customer lifetime valueE) market share maintenanceAnswer: DDiff: 2 Page Ref: 22AACSB: Reflective ThinkingSkill: Concept17) Advertising Age, a magazine for advertising professionals, recently gave its Ad Agency of the Year award to ________.A) the consumerB) on-line marketersC) Frito-LayD) Coca-ColaE) YouTubeAnswer: ADiff: 3 Page Ref: 2018) Which of the following is an example of consumer-generated marketing?A) Toyota's presence in online communitiesB) Nike's Nike Plus running Web siteC) MasterCard's use of "Priceless" commercials shot by customersD) Neiman Marcus's InCircle Rewards program for its best customersE) The Lexus Covenant aimed at creating customer delightAnswer: CDiff: 2 Page Ref: 20Skill: Concept19) When an airline goes after a "share of travel" from its customers, it is attempting to increase ________.A) customer lifetime valueB) share of customerC) total customer spendingD) customer satisfactionE) customer ownershipAnswer: BDiff: 2 Page Ref: 22AACSB: Reflective ThinkingSkill: Concept20) Beyond simply retaining good customers, marketers want to constantly increase their "share of customer." What does this mean in marketing terms?A) Marketers want to increase their market share.B) Marketers want to increase the share they get of the customer's purchasing in their product categories.C) Marketers want to increase the profit margin with this target market.D) Marketers want to continuously increase their customers' levels of satisfaction.E) Marketers want to turn satisfied customers into delighted customers.Answer: BDiff: 3 Page Ref: 22Skill: Concept21) Customers can be classified into four relationship groups, according to their profitability and projected loyalty. Which type of customers have the highest profit potential and strong loyalty?A) barnaclesB) strangersC) butterfliesD) true friendsE) big fishAnswer: DDiff: 2 Page Ref: 24Skill: Concept22) Which of the following statements about the Internet is most accurate?A) Companies are cautiously using the Internet to build closer relationships with customers and marketing partners alike.B) After the dot-com meltdown of 2000, fewer consumers are buying products and/or services online.C) The Internet makes it easy for consumers to view, interact with, and create marketing content.D) Consumer e-commerce looks promising, but business-to-business e-commerce is declining.E) Web 2.0 involves a less balanced approach to online marketing than the original dot-com boom did.Answer: CDiff: 2 Page Ref: 26AACSB: Use of ITSkill: Concept23) Which of the following is currently the fastest-growing form of marketing?A) consumer-generated marketingB) online marketingC) mass media marketingD) social marketingE) word-of-mouth marketingAnswer: BDiff: 3 Page Ref: 26AACSB: Use of ITSkill: Concept24) Today almost every company, small and large, is affected in some way by which of the following?A) the societal marketing conceptB) not-for-profit marketingC) global competitionD) customer-generated marketingE) caring capitalismAnswer: CDiff: 2 Page Ref: 26Skill: Concept25) Governmental agencies are becoming more involved in marketing as the years pass. When a local government advertises keeping the area's streams and water supply cleaner, it is involved in ________.A) green marketingB) social marketing campaignsC) demarketingD) environmental marketingE) partnership marketingAnswer: BDiff: 2 Page Ref: 29Skill: Concept26) Fast Food, Inc. views marketing as the science and art of finding, retaining, and growing profitable customers by providing them with the food they want. Fast Food, Inc. practices societal marketing.Answer: FALSEDiff: 2 Page Ref: 11AACSB: Reflective ThinkingSkill: Application27) The societal marketing concept calls on marketers to balance consumer wants and desires, company profits, and society's interests.Answer: TRUEDiff: 2 Page Ref: 11AACSB: Ethical ReasoningSkill: Concept28) For most marketers, customer relationship management (CRM) is exclusively a matter of customer data management.Answer: FALSEDiff: 2 Page Ref: 13Skill: Concept29) The marketing mix includes production, price, promotion, and packaging; this is known as the four Ps of marketing.Answer: FALSEDiff: 2 Page Ref: 12Skill: Concept30) Customer-perceived value is defined as the customer's evaluation of the perceived difference between all the benefits and all the costs of a marketing offer relative to those of competing offers.Answer: TRUEDiff: 1 Page Ref: 13Skill: ConceptChapter 2 Company and Marketing Strategy:Partnering to Build Customer Relationships1) Which of the following involves adapting a firm to take advantage of opportunities in its constantly changing environment?A) long-range planningB) short-range planningC) media planningD) strategic planningE) annual planningAnswer: DDiff: 2 Page Ref: 38Skill: Concept2) When a firm develops and maintains a strategic fit between its goals and capabilities, it is performing ________.A) mission planningB) values planningC) strategic planningD) business-portfolio planningE) operations planningAnswer: CDiff: 1 Page Ref: 383) Which of the following is the first step in strategic planning?A) set objectives and goalsB) develop the business portfolioC) define the company missionD) plan marketing strategiesE) identify threats and weaknessesAnswer: CDiff: 1 Page Ref: 394) Which of the following is NOT a step in the strategic planning process?A) defining the company missionB) setting company objectives and goalsC) designing the business portfolioD) planning marketing and other functional strategiesE) evaluating all members of the value chainAnswer: EDiff: 2 Page Ref: 395) Which of the following provides an answer to these questions: What is our business? Who are our customers? What do our customers value? What should our business be?A) objectives and goalsB) a mission statementC) a business portfolioD) marketing and functional strategiesE) operational strategiesAnswer: BDiff: 2 Page Ref: 39AACSB: CommunicationSkill: Concept6) After management has identified the key businesses making up its company, whatis the next step in portfolio analysis?A) identifying businesses in which to investB) assessing the attractiveness of its SBUsC) deciding whether to harvest any businessesD) completing short-range planningE) identifying SBUsAnswer: BDiff: 2 Page Ref: 417) The best known product portfolio planning method was developed by ________.A) the Boston Consulting GroupB) Philip KotlerC) Harvard UniversityD) the SRI Consulting FirmE) James P. HessAnswer: ADiff: 2 Page Ref: 418) Most portfolio analysis methods evaluate SBUs on two dimensions, namely________ and ________.A) market share; strength of the SBU's positionB) market diversification; relative market shareC) market or industry attractiveness; strength of the SBU's positionD) market growth rates; profitsE) market penetration; market development9) In the Boston Consulting Group approach, ________ provides a measure of market attractiveness.A) relative market shareB) market developmentC) market penetrationD) market growth rateE) market segmentationAnswer: DDiff: 2 Page Ref: 41Skill: Concept10) In the Boston Consulting Group approach, ________ serves as a measure of company strength in the market.A) relative market shareB) market developmentC) market diversificationD) market growth rateE) market segmentationAnswer: ADiff: 2 Page Ref: 4111) Each department in a company that carries out value-creating activities can be thought of as a link in the company's ________.A) market developmentB) product developmentC) business portfolioD) value chainE) value delivery networkAnswer: DDiff: 1 Page Ref: 46Skill: ConceptObjective: 2-312) Jack Welch, CEO at General Electric, said that "Companies can't give job security, only ________ can."A) developmentB) growthC) good strategyD) customersE) efficiencyAnswer: DDiff: 3 Page Ref: 47Skill: ConceptObjective: 2-313) Multinationals like Honda Motor Co. and Wal-Mart stores have designed programs to work closely with their suppliers to help them reduce their costs and improve quality. This illustrates the importance of an efficient ________.A) business portfolioB) low-cost operatorC) product mixD) value delivery networkE) value chainAnswer: DDiff: 2 Page Ref: 47Skill: ConceptObjective: 2-314) Which of the following is the marketing logic by which a company hopes to achieve profitable customer relationships?A) priceB) a consistent product mixC) the value delivery networkD) marketing strategyE) differentiationAnswer: DDiff: 1 Page Ref: 48Skill: ConceptObjective: 2-415) Lucy Ortiz is preparing a PowerPoint presentation of the marketing process to show at a sales meeting. ________ should appear in the center of her diagram depicting marketing strategies and the marketing mix.A) Sales goalsB) Customer value and relationshipsC) Company objectivesD) Customer retention ratesE) CompetitorsAnswer: BDiff: 1 Page Ref: 49Skill: ConceptObjective: 2-416) Which of the four Ps describes the goods-and-services combination the company offers to the target market?A) priceB) promotionC) productD) placeE) packageAnswer: CDiff: 1 Page Ref: 51Skill: ConceptObjective: 2-517) In the four Ps of the marketing mix, design, packaging, services, and variety all fall under the category of ________.A) productB) priceC) promotionD) placeE) positionAnswer: ADiff: 2 Page Ref: 51Skill: ConceptObjective: 2-418) Today the four Ps are compared to the four Cs. Product and place are called________ and ________, respectively.A) convenience; customer solutionB) customer cost; convenienceC) communication; customer solutionD) customer solution; convenienceE) communication; convenienceAnswer: DDiff: 3 Page Ref: 52Skill: ConceptObjective: 2-419) In the marketing management functions, an SWOT analysis should ________ a marketing plan.A) precedeB) coincide withC) followD) evaluateE) take priority overAnswer: ADiff: 2 Page Ref: 54Skill: ConceptObjective: 2-520) In a basic SWOT analysis the "T" stands for ________.A) timingB) trustC) threatsD) tradeE) tangibleAnswer: CDiff: 1 Page Ref: 53Skill: ConceptObjective: 2-521) The ________ organizational system's main advantage is that the company is organized around the needs of specific market segments.A) market managementB) geographicC) product managementD) verticalE) functionalAnswer: ADiff: 2 Page Ref: 56Skill: ConceptObjective: 2-522) An increasingly large number of firms are changing their organizational focus from ________ to ________.A) product management; functional managementB) product management; geographic managementC) brand management; customer managementD) geographic management; functional managementE) global management; regional managementAnswer: CDiff: 2 Page Ref: 57Skill: ConceptObjective: 2-523) Evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained is called ________.A) marketing controlB) strategic controlC) operating controlD) developmental controlE) efficiencyAnswer: ADiff: 1 Page Ref: 57Skill: ConceptObjective: 2-524) The marketing control process entails the following steps in order: setting goals, ________, evaluating performance, and ________.A) evaluating goals; measuring performanceB) achieving goals; measuring performanceC) taking corrective action; measuring performanceD) measuring performance; taking corrective actionE) taking corrective action; following upAnswer: DDiff: 2 Page Ref: 57Skill: ConceptObjective: 2-525) Which of the following is NOT a step in the marketing control process?A) setting goalsB) measuring performanceC) taking corrective actionD) defining the missionE) evaluating the causes of gaps between expected and actual performance Answer: DDiff: 3 Page Ref: 57Skill: ConceptObjective: 2-526) Mission statements should be realistic and general in nature.Answer: FALSEDiff: 2 Page Ref: 39Skill: ConceptObjective: 2-127) ABC Fortunes has just developed a formal statement of its purpose. This firm has put together a mission statement.Answer: TRUEDiff: 1 Page Ref: 39Skill: ConceptObjective: 2-128) Mission statements should both emphasize the company's strengths in the marketplace and be motivating.Answer: TRUEDiff: 2 Page Ref: 39AACSB: CommunicationSkill: ConceptObjective: 2-129) At America Online, "we create customer connectivity, anytime, anywhere," is a product-oriented business definition.Answer: FALSEDiff: 3 Page Ref: 39AACSB: Reflective ThinkingSkill: ApplicationObjective: 2-130) "At Nike, we sell shoes" is a market-oriented business definition.Answer: FALSEDiff: 3 Page Ref: 40AACSB: Reflective ThinkingSkill: ApplicationObjective: 2-1Chapter 3 Analyzing the Marketing Environment1) You are directed to study the actors close to the company that affect its ability to serve its customers-departments within the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying?A) the macroenvironmentB) the microenvironmentC) the marketing environmentD) the demographic environmentE) the global environmentAnswer: BDiff: 1 Page Ref: 66Skill: ConceptObjective: 3-12) Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers?A) the marketing environmentB) the cultural environmentC) strategic planningD) target marketsE) the marketing mixAnswer: ADiff: 1 Page Ref: 66Skill: ConceptObjective: 3-13) You are directed to study the demographic, economic, natural, technological, political, and cultural factors that are larger societal forces affecting your company. What are you studying?A) the macroenvironmentB) the microenvironmentC) the external environmentD) the marketing mixE) the global environmentAnswer: ADiff: 1 Page Ref: 66Skill: ConceptObjective: 3-14) Which of the following is NOT a type of factor in a company's macroenvironment?A) demographicB) economicC) technologicalD) competitiveE) politicalAnswer: DDiff: 1 Page Ref: 66Skill: ConceptObjective: 3-15) All of the groups within a company are called the ________.A) cultureB) diversityC) internal environmentD) climateE) rangeAnswer: CDiff: 2 Page Ref: 67Skill: ConceptObjective: 3-16) Which type of market buys goods and services to produce public services or totransfer them to others who need them?A) governmentB) resellerC) wholesaleD) consumerE) retailAnswer: ADiff: 1 Page Ref: 69Skill: ConceptObjective: 3-17) Rachel Patino works for a wholesale company called Distributors Unlimited. She is responsible for buying and selling goods at a profit to small retailers. What is her market?A) businessB) resellerC) wholesaleD) consumerE) retailAnswer: BDiff: 1 Page Ref: 69Skill: ConceptObjective: 3-18) Your marketing department is currently researching the size, density, location, age, and occupations of your target market. Which environment is being researched?A) demographicB) psychographicC) economicD) geographicE) culturalAnswer: ADiff: 1 Page Ref: 70Skill: ConceptObjective: 3-29) The three largest generational groups in America are the baby boomers, Generation Xers, and ________.A) seniorsB) MillennialsC) teensD) tweensE) toddlersAnswer: BDiff: 1 Page Ref: 71AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-210) As a group, ________ are the most affluent Americans.A) baby boomersB) Generation XersC) the MillennialsD) echo boomersE) seniorsAnswer: ADiff: 2 Page Ref: 71AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-211) "Dreams don't retire" is the theme of a(n) ________ marketing campaign aimed at baby boomers.A) financial servicesB) anti-aging productsC) travel and entertainmentD) fitness productsE) technological productsAnswer: ADiff: 2 Page Ref: 73Skill: ConceptObjective: 3-212) In 1950, women made up under 40 percent of the workforce; now they make up ________ percent.A) 35B) 40C) 43D) 46E) 59Answer: EDiff: 3 Page Ref: 75AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-213) Which of the following is a trend that depicts the increasingly nontraditional nature of today's American family?A) working women making up a smaller percentage of the workforceB) the falling percentage of married couples with childrenC) dual-income families declining in numberD) stay-at-home dads declining in numberE) the declining reliance on convenience foods and servicesAnswer: BDiff: 2 Page Ref: 75AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-214) Over the past two decades, the U.S. population has shifted most heavily toward the ________ states.A) MidwesternB) NorthernC) SunbeltD) SoutheasternE) NortheasternAnswer: CDiff: 2 Page Ref: 76Skill: ConceptObjective: 3-215) Which of the following geographical areas has NOT seen a recent population increase?A) micropolitan areasB) suburbsC) the WestD) the NortheastE) the SouthAnswer: DDiff: 3 Page Ref: 76Skill: ConceptObjective: 3-216) Which of the following American government agencies is charged with setting and enforcing pollution standards?A) the Environmental Protection Agency (EPA)B) the Federal Trade Commission (FTC)C) the Food and Drug Administration (FDA)D) the Consumer Product Safety CommissionE) the Federal Energy Regulatory CommissionAnswer: ADiff: 2 Page Ref: 81AACSB: Ethical ReasoningSkill: ConceptObjective: 3-317) Which of the following has encouraged marketers to pursue environmentally sustainable strategies?A) the EPAB) the black marketC) the green movementD) deregulationE) green interventionAnswer: CDiff: 2 Page Ref: 82AACSB: Ethical ReasoningSkill: ConceptObjective: 3-318) Which of the following is a result of regulations set up by the Food and Drug Administration and the Consumer Product Safety Commission?A) The time between new product ideas and their introduction to the market has decreased.B) Spending on research and development has decreased.C) Research costs for companies have grown.D) More companies have failed to meet safety standards.E) Companies are more focused on making practical, affordable versions of products. Answer: CDiff: 2 Page Ref: 83AACSB: Ethical ReasoningSkill: ConceptObjective: 3-319) Marketers should be aware of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society. This is most accurately described as the ________ environment.A) socio-legalB) culturalC) politicalD) legal-technologicalE) economicAnswer: CDiff: 1 Page Ref: 84AACSB: Ethical ReasoningSkill: ConceptObjective: 3-420) Even the most liberal advocates of free-market economies agree that the system works best with ________ regulation.A) privateB) maximumC) intermittentD) at least someE) noAnswer: DDiff: 2 Page Ref: 84AACSB: Ethical ReasoningSkill: ConceptObjective: 3-421) When the marketing manager Suzie Kwan discusses factors and forces outside marketing, such as political that affect marketing management's ability to build and maintain successful relationships with target customers, she is talking about the external marketing concept.Answer: FALSEDiff: 2 Page Ref: 66Skill: ApplicationObjective: 3-122) The microenvironment consists of larger societal forces that affect a company, such as demographic, economic, political, and cultural forces.Answer: FALSEDiff: 1 Page Ref: 66Skill: ConceptObjective: 3-123) The macroenvironment consists of the factors close to the company that affect its ability to serve its customers, such as suppliers, customer markets, competitors, and publics.Answer: FALSEDiff: 1 Page Ref: 66Skill: ConceptObjective: 3-124) Trudie Jones works for a distribution channel firm that helps several electronics companies find customers or make sales to them. Trudie works for a reseller. Answer: TRUEDiff: 3 Page Ref: 67AACSB: Reflective ThinkingSkill: ApplicationObjective: 3-1。
市场营销(英文版)
Total customer value
product value, service value, personal value, image value
Total customer cost
Price, time, energy,
CDV=TCV-TCC
The aim of Marketing is to make selling superfluous. The aim is to know and understand the customer so well that the product or services fits… and sells itself. (Drucker, 1973)
The function of marketing is to identify changing needs so that innovative products can be developed to meet them better than competitors.
Marketing is…
l
Journals:
Journal of Marketing
Marketing News
Harvard Business Review
International Journal of Research in Marketing
Journal of Advertising 《营销导刊》 《销售与市场》 《市场营销》（人大复印资料）
Number ability willing
present market / potential market
M=N+W +A
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The Macro-environment
Demographic
Cultural Political
Key Forces in the
ment
Economic Natural
Technological
Demographic environment
• Changing age structure of the population • The changing family • Geographic shifts in population • better-educated and more white-collar population • Increasing ethic diversity
Understanding marketing and the marketing process
Lecture Three
The marketing Environment
At a glance
• Describe the environmental forces that affect the economy’s ability to serve its customers
Consumer Markets
Government Markets
Company
Reseller Markets
Business Markets
Types of Publics
Internal
Financial
Media
General Local
Government
Citizen Action
The Company’s Macro-environment
Firm
Intermediaries
Customers
publics
Internal Environment
Top Management
Accounting
Finance
Marketing
Manufacturing
R&D
Purchasing
Customer Markets
International Markets
Natural Environment
Government Intervention
Shortage of Raw Materials
Key Areas of Concern in the Natural Environment
Energy Costs
Increased Pollution
Technological environment
• Explain how changes in the demographic and economic environments affect marketing decisions
• Identify the major trends in the firm’s natural and technological environments
Economic Development
Key Economic Concerns for Marketers
Changes in Income
Changes in Consumer Spending Patterns
Natural environment
• Shortages of raw materials • Increased cost of energy • Increased pollution • Government intervention in natural resource managemen
• Fast pace of technological change • High R&D budget • Concentration on minor improvements • Increased regulation
Suppliers
Publics Competitors
Key Forces in the
Microenvironment
Company Intermediaries
Customer Markets
Competitors
The Company’s microenvironment
Suppliers
• Changes in income
• income distribution
• upper-class • middle-class • under-class
• Changing consumer spending patterns
• Engel’s laws
Economic Environment
Direct (Micro-)Environments: • internal structure • suppliers • competitors • marketing intermediaries • customers and general publics
The Microenvironment
Demographic Environment
Growing Ethnic
Diversity
Age Structures
Education
Key Demographic
Trends
Changing Family
Structure
Geographic Shifts
Economic environment
Indirect (Macro-)Environments: • Demographic environment • Economic environment • Natural environment • Technological environment • Political environment • Cultural environment
• Explain the key changes in the political and cultural environments
• Discuss how companies can react to the marketing environments
The Company’s Micro-environment