诚实守信演讲稿-古为今用的意思

2021年1月28日发(作者：红曲红是什么)
Charpter1

You can define Marketing
…
.Explain
……
.

Marketing:

The
process
by
which
companies
create
value
for
customers
and
build
strong
customer
relationships
in
order
to
capture
value
from
customers
in
return.
Marketing
is
managing
profitable customer relationships
What is

the difference
……
.Describe
…
ipod
.
1.

Needs: states by felt deprivation.
Wants: the form human needs take as shaped by culture and individual personalities.
Demands: human wants that are backed by buying power.
What are the five different marketing
………
?Which orientation
……
program
?
5 marketing management orientation:
①
the production concept

②
the product concept


③
the selling concept
④
the marketing concept


⑤
the societal marketing concept



For
undergraduate
student:
the
selling
concept.
The
aim
often
is
to
sell
what
the
company
makes rather than marketing what the market wants.
Customer value is consumer
’
s evaluation
…
..costs?
Total benefits: low price, efficiency, convenience, the style is what you like
Total costs: transportation fee (maybe be paid by retailer)









The actual one is different from what you see on the Internet.
2.

What is customer equity ?How can
…
...equity?
3.

Customer equity:
The total combined customer lifetime values of all of the company‟s customers (current and
potential customers)




How to increase?



Maintain
the
current
customers,
develop
the
potential
customers..building
the
right
relationships with the right customers; create super customer value and customer satisfaction..
How has the Internet
…
.?Marketers?
4.

For customers, know more information, get them faster than other media
For marketers, get more new opportunities, get closer relationship with customers.

1.

There are four major steps in strategic planning. Why is it important for a marketer to
perform these steps in order?

Solution:The
4
steps:defining
the
company
mission;
setting
company
objectives
and
goods;designing the business portfolio;Planning marketing and other functional strategies.




At the corporate level,the company starts the strategic planning process by defining overall
purpose
and

mission
then
is
turnecf
into
detailed
supporting
dbjectives
that
whole

headquaters
decides
what
portfolio
of
business
and
products
is
best
for
the
company
and
how
much
support
to
give
each

turn
each
business
and
product
develops
detailed
marketing
and
other
department
that
support
the
companywide
each
steps
is
closely
connection in order.



2.

The BCG growth-share matrix identifies four classifications of SBUs: stars, cash cows,
question
marks,
and
dogs.
Briefly
discuss
why
management
may
find
it
difficult
to
dispose of

a“question mark.”



Solution:


Question marks are low-share business units in high-growth markets. They require a lot of cash
to hold their share, let alone increase it. Management needs to think hard about which questions
marks it should try to build into stars and which should be phased out. So question mark is very
important. In a changing market, it is very difficult for a company to be sure whether a question
mark can be srars or not.

3.

Discuss
the
differences
between
the
four
growth
strategies
identified
in
the
product/market expansion grid. Which option would a smaller company be pursuing if it
decided
to
enter
an
exciting
market
served
by
many
large,
well-known
competitors?
Assume that the product being introduced by this smaller company is a new offering for
the organization, but that this new product offers a number of unique features.

Solution
：



Market penetration is a strategy for company growth by increasing sales of current products to
current products to current market segments without changing the product. Market development is
a
strategy
for
company
growth
by
identifying
and
developing
new
market
segments
for
current
company products. Product development is a strategy for company growth by offering modified or
new
products
to
current
market
segments.
Diversification
is
a
strategy
for
company
growth
through starting up or acquiring businesses outside the company‟s current products and markets.



Market penetration. For this product has mangy unique features it can enter to the market by for
example add more stores in the current market area to make it easier for more customers to visit.

4.
Does
the
“4
ps”
marketing
mix
framework
do
an
adequate
job
of
describ
ing
marketer
responsibilities
in
preparing
and
managing
marketing
programs?
Why?
Do
you
see
any
issues with this framework in relation to service products?

Solution:



Yes, because many marketing activities that might appear to be left out of the marketing mix are
subsumed under one of the four Ps. The issue is not whether there should be four, six, or ten Ps so
much as what framework is most helpful in designing integrated marketing programs.


Yes, such as banking, airline, and retailing service and packing.

5.
What
is
the
importance
of
marketing
implementation?
How
might
a
company
have
excellent planning and poor implementation?

Solution:




Planning
good
strategies
is
only
a
start
toward
successful
marketing.
A
brilliant
marketing
strategy counts for little if the company fails to implement it properly. Implement and strategy are
both
important
to
success,
and
companies
can
gain
competitive
advantages
through
effective
implementation.


It is still hard for a company to achieve their strategy. or even to sucess

6.
What is return on marketing investment? Why is it difficult to measure?

Solution:


Return on marketing investment is the net return from a marketing investment divided by the
costs of the marketing investment.


Because in measuring financial ROI, both the R and the I are uniformly measured in dollars.
But there is as of yet no consistent definition of marketing ROI.


1.

assume
you
are
a
marketing
manager
for
an
automobile
company
.
your
job
is
to
reposition
an
SUV
model that was
once
identi
fied
as
a “fuel guzzler”. The
model now
comes
with
a
superefficient,
nonpolluting
hybrid
engine
,
which
of
the
seven
steps
of
publics
discussed
in
the
chapter
would
have
the
greatest
impact
on
your
plans
to
the
more fuel- efficient model?

The
media
public
would
have
the
greatest
impact . because
the
definition
of
the
public
is
any
group that has an actual or potential interest in or impact on an organization‟s ability to achieve its
objective .and
in
this
question
,it‟s
said
that
the
job
is
reposition
the
S
UV
model
which
with
non-
polluting hybrid engine now. so it needs the media‟s power to advertise the new feature of the
car ,making a new understanding of the brand. And then it can re-enter the market.



2.

what
leading
demographic
factors
must
an
internet
portal
like
AOL
consider
when
marketing its products ?

why is each factor so important to AOL?

1
）
because no matter marketing what product , it always customer-oriented.

And demography is
the study of human populations in terms of size ,density, location, age, gender, race, occupation,
and
other
statistics.
And
demographic
factors
must
be
an
internet
portal
because
it
needs
population who are the consumers when marketing its product..


2)
because
the
demographic
factors
is
of
major
interests
to
markers.
it
involves
people
,and
people make up markets. The world population is growing at an explosive rate. And the world‟s
large and highly diverse population poses both opportunities and challenges. And here for AOL,
it‟s

necessary for its business and connect
with its profit.



3.

is it a certainty that a company will lose out on new opportunities if it doesn’t keep up
with new technology? Explain . Can you think of an industry segment where technology
may not play an important role?

1)Yes, it‟s certainty . new
technologies create new markets and opportunities. However ,every new
technology replaces an older technology . when old industries fought or ignored new technology ,
their businesses declined. Companies that do not keep up will soon find their products outdated.
And they will miss new product and market opportunities.
2)
举例自己举。



4.

what can a mobile phones marketer do to take a more proactive approach to the changes
in
the
marketing
environment
?
discuss
the
specific
forces
,
including

macroenvironmental and microenvironmental forces.

The mobile phones marketer should take the proactive stance toward the marketing environment.
Take
aggressive
actions
to
affect
the
publics
and
forces
in
their
marketing
environment.
The
marketer
can
hire
lobbyists
to
influence
legislation
affecting
their
industries
and
stage
media
events to gain favorable press coverage. He can run advertorials to shape public opinions, pressing
lawsuits and file complaints with regulators to keep competitors in line, and they form contractual
agreements to better control the distribution channels.(
这个是书上的远离部分，
具体的这 个手机
的营销员怎么做自己可随意编写进去。
按照这模版远离走即可，
在原理后面加上 嘎一句自己
的与材料有关的话就够了。
)

2
、
Assume that you are a regional marketing manager for a cellular phone at
three different sources of internal data and discuss how these data would help you create
cellular services that provide greater customer value and satisfaction.

Source

----The marketing department furnishes information on customer
transaction,demographics,psychographics,and buying data can help manager
producing the goods that meet the customers needs and wants.
Source

----The accounting department prepares financial statements and keeps detailed records
of sales,costs,and cash data can lead the decider to make a appropriate price of the
cellular phone,prodviding greater customer value.
Source

----The customer service department keeps records of customer satisfaction or service
data can reflect the postpurchase services of the company and maximize the
customer satisfaction.

3
、
Marketing research over the Internal has increased significantly in the past
e the strengths and weaknesses of marketing research conducted online.
Strengths----The most obvious advantages of online research are speed and low also
excellent for reaching the hard- to-reach----the often-elusive teen,single,affluent,and well-educated
's also good for reaching working mothers and other people who lead busy
Internet also works well for bringing together people from different parts of the country,especially
those in higher-income groups who can't spare the time to travel to a central site.
Weaknesses----Restricted Internet access can make it difficult to get a broad cross section of
r major problem is controlling who's in the t seeing respondents,it's
difficult to know who they really s,online surveys and focus groups can lack the
dynamics of more personal approaches,it also prevents people from interacting with each other
and getting excited about a concept.

4
、
According to the next,
mistakenly view CRM only as a technology and software solution.
mean?
CRM consists of sophisticated software and analytical tools that integrate customer information
from all sources,analyze it in depth,and apply it in depth,and apply the results to build stronger
customer relationships.
alone cannot build pfofitable customer is not a technology solution --you can't
inproved customer relationships by simply slapping in some software,CRM is just one part of an
effective overall customer relationship management strategy.

5
、
How does your college use an intranet to help its students access data?


The students can searching the book they need in the library by using the intranet.

Students can join the class and learn the listening and talking of English by the intranet made by
our teachers.
（
PS
：
you can give an example by yourself)

6
、
Small businesses and nonprofit organizations often lack the resources to conduct
extensive market that you are the director of fundraising for a small
nonprofit organization that focuses on a social three ways,using limited
resources,that you could gather information about your primary donor group.

Gathering secondary learn about the historic donor situation of some nonprofit
organization,or the news about the donor.

Survey can know the attitudes,preference and behaviors of people by direct-asking
or the questionnaire.

Observational ing primary data by observing relevant people,action,and
situations.
1.
According to the model
……
.box.

ing and other stimuli enter the consumers' black box and produce certain responses, then
they are turned into a set of observable buyer responses. But learning about the ways of consumer
buying

behavior is not so easy, the answers are often locked deep within the consumers' mind.

Explain the cultural
…
..birthdays
.
Cultural factors:culture, subculture, social class
Social factors:groups, family, roles and status
Personal factors:age and life-cycle stage, occupation, economic situation, lifestyle, personality and
self-concept

The vice president of
…………
?Why or why not?
do not agree
Consumers may be highly involved when the product is expensive, risky,purchased infrequently
and highly self-expressive. But the doughnut is not expensive and always frequently purchased.

small groups
……
.a college.
4.(1)Need recognition:to learn more knowledge, self-actualization needs

(2)Information search:search more information about the school you have chosen

(3)Evaluation of alternatives:make comparison with the similar school

(4)Purchase decision:finally decide which school to go for study

(5)Postpurchase behavior:after some time,evaluate if the school match with your imagine, if you
are satisfied with it


ing to 5.8
…
..which adopter category
…
camera?Which group
…
you?Why?
l camera:late majority,it is popular nowadays and adopted by almost everyone.


Tivo:early adopters, it's a new product,and haven't ued widely.


Late
majority
may
describe
me,because
I
will
adopt
an
innovation
only
after
a
majority
of
people have tried it, and prove it good.

To African this product is a new introduced s a venture.a innovator. Too poor to buy.
is
Micrioft’s windows xp professional
operating
software
a
product
or
a
service
?Describe
the core ,actual ,and augmented levels of this software offering

.product ,we define product as anything that can be offered to a market for attention, acquisition,
use ,or consumption that might satisfy a want or need.
Core benefit :make

people‟s work more convenient

Actual product :br
and name Miscrioft‟s windows xp ,high quality ,,various packaging ,special
design ,
Augmented product : when you buy your it ,the saleman will help you install it ,almost software

can install fast, they have after-sale service ,and their service are good .

1.

classify
the
following
consumer
products
as
convenience
,shopping
,specialty
,or
unsought goods :a laptop computer ,a surgeon, automobile tires.
Computer :shopping product a surgeon , unsought goods, automobile tire: shopping product
what is a brand ?describe the value of brabding for both the buyer and seller.
Brand :a name ,term, sign. symbol, or design, or a combination of these that identifies the products
or services of one seller or group of sellers and differentiates them from those of competitors.
Buyer :branding helps buyers in many ways .brand names help consumers identify products that
might benefit them .Brands also say something about product quality and consistency buyers who
always buy the same brand know that they will get the some features, benefits, and quality each
time they buy .
Seller: branding also give several advantages .the brand name becomes the basis on which a whole
story
can
be
built
around
a
product‟s
special
qualities .the
seller‟s
brand
name
and
trademark
provide
legal
protection
for
unique
product
features
that
otherwise
might
be
copied
by
competitors .and branding helps the seller to segment market .
5.
What are the four sponsorship options a manufacturer faces ?How does a manufacturer
decide which one makes the most sense for its products ?
manufacturer‟s brands ,private brands ,licensing ,co
-branding ,
most manufacturers take years and spend millions to create their own brand names. Hower , some
companies licensenames or symbols previously vreated by other manufacturers

1.

The chapter points out
…
..Beyond too
…
.What are
…
setting prices?
2.

Marketing
objectives,
marketing
mix
strategy,
organizational
considerations
,
Nature
of
market and demand, competition , government‟s policy.
At different levels to adopt different
costs..If demand
…
.low price
……
.
3.


What are the differences between cost-based pricing
……
.value-based pricing?

诚实守信演讲稿-古为今用的意思

诚实守信演讲稿-古为今用的意思

诚实守信演讲稿-古为今用的意思

诚实守信演讲稿-古为今用的意思

诚实守信演讲稿-古为今用的意思

诚实守信演讲稿-古为今用的意思

诚实守信演讲稿-古为今用的意思

诚实守信演讲稿-古为今用的意思