发布时间 : 星期六 文章市场营销20问更新完毕开始阅读
1．Marketing (according to S. Carter) and international marketing 2．the differences between marketing and selling 3．the differences among needs, wants and demands 4．the globalization and REI
5．Culture and its main determinants of culture 6．Market Segmentation
7．Market targeting and positioning 8．Market entry modes
9．Product and its characteristics 10．the product classification 11．the PLC 12．Brand
13．the price and pricing objectives 14．the forces influencing pricing 15．Market skimming and penetration 16．discounts
17．the major functions of physical distribution 18．the major functions of logistics 19．the promotional mix
20．the advantages and disadvantages of sales promotion as well as advertising
1【marketing and international marketing】
[marketing]:the process of building lasting relationships through planning,executing and controlling the conception,pricing,promotion and distribution of ideas,goods and services to create mutual exchange that satisfy individual and organizational needs and objectives.
[International marketing:]it is defined at the performance of business activities designed to plan price,promote and direct the flow of a company’s goods and sources to consumers or users in more than one nation, for profit.
2【the difference between marketing and selling?】
[Marketing is the process of seeking to uncover consumers’s requirement and adopting the imformation to product distribution and promotion.]
Marketing describes the whole comercial process that creates the interest that the potential customers demonstrate before a sale.
Sale is to sell what that has already been produced to customers without thinking of the customers’s needs and wants.
Sales occur when goods or services are “given over” to a customer in exchange for money or another valuable consideration.It’s the result of the marketing process.
3[【the differences among needs,wants and demands 】] need:is a state of deprivation of some basic satisfaction including physical,social
and individual needs
wants:form what a human need takes, as shaped by culture and individual personality,wants are shaped by one's society.
demands:demands are wants for specific products backed by an ability to pay. 4【the globalization and REI】
Globalization:the shift towards a more intergranted and interdependent world economy
REI reginal Economic Immigration Agreements among countries in a geographic region to reduce and ultimately remove trariff and non-tariff harriers to the free flaw of goods,services and factors of production between each other.
5【culture and its main determinants of culture】文化的决定因素 A、 culture:a system of learned,shared;unifying and interrelated beliefs,value and assmptions.
B、 The determinants of culture :language,customs with religion,social organization,education,political with economic,structure,weather and geography.
6【market segmentation】市场细分
diving a market into distinct groups of buyers with different needs,characteristics,or behavior who might require separate products or marketing mixes
[benefit of market segmentation 市场细分的好处]
1、design of provide responsive products to meet the needs of market place. 2、determin effective and cost efficient promotional strategies.
3、evaluate market competition,in particular a company's market position. 4、provide insight on present marketing strategies. [bases of market segmentation 市场细分的基本原则] 1、geographic segmentation 地理 2、demograpic segmentation人口
3、psycho-graphic segmentation 心理因素 4、behavioral segmentation 行为
[market segmentation procedure市场细分的过程] 1、survey 2、analysis 3、profiling stage
7【market targeting and positioning】目标市场选择，市场定位
定义：market targeting is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.
Postioning is the development of a service and a marketing mix to occupy a specific place in the minds of customers with target markets.
With rare exceptions, a firm has to build up a market over time. Several strategies which differ in aggressiveness,risk, and the amount of contral that the firm is able to maintain,are available
8【Market entry modes】市场进入模式
with rare exceptions, a firm has to build up a market over time,several strategies which siffer in aggressiveness,resk and the amount of control that the firm is able to maitain,are available.Seen from the perspective of the international market,market entry modes can be classified into:1、export modes 出口模式(low control,low risk,high flexibility),2、intermediate modes中间商模式（contractual modes,shared control and risk,spilt ownership）3、hierarchical modes(investment modes ）全资模式（high control,high risk ,low flexibility）
@rules for the selection of different entry modes(选择不同进入模式的规则) 1、naive rule 单一的 2、pragmati rule 实际的 3、strategy rule
@factors influencing the choice of entry modes（影响选择进入模式的因素）
1、internal factors 2、external factors 3、desired mode characteristics 4、transaction-specific behavior
@main intermediate entry modes主要的中间商进入模式 1、licensing许可证 2、franchising特证经营 3、joint venture合资公司 4、strategic allianles战略联盟
9【product and its characteristics】产品和产品的5个特点 a product is anything that can be offered to a market for attention macquisition ,use or consumption and that might satisfy a want or need. Five characteristics:
A、 primary functional purpose B、 secondary purpose
C、 durability and quality D、 method of peration E、 maintenance
10【the product classification】产品分类 traditionally,classification of products is based on users hence the consumer goods and industrial goods based on how consumers buying them,consumer products can be futher classified as convience products,shopping products,specialty products and unsought product.traditional classification传统分类：consumer products,industrial products
There are three groups of industrial products materials and parts,capital item, and supplies and services. 传统产品的4个分类
convieniene products,shopping products,s[ecialty products,unsought products.
11【PLC 产品生命周期 product life cycle】 Products have a limited market life.Typically there are 4 stages for the development of a new product Introduction stage导入期,growth stage成长期,maturity stage 成熟期，decline stage衰退期
12【brand】品牌
A brand is the distinctive name of design that becomes a recognized market place image a way for buyers to distinguish a product from it’s competiors. Five strategy品牌策略： 1\\product's benefits
2\\suggest product qualities
3\\are easy to pronounce,recognize,and remember
4\\are distinctive,and do not carry negative meanings or connotations in other countries or languages
13【the price and pricing objectives】定价目标
Price is the value of what a consumer exchanges in return for products.it may take the form of monetary exchange, bartered services, or other goods.
While it is often assumed that the goal of pricing is to generate the most revenue,there are a number of pricing objectives a business pursues each leading to a different pricing strategy.
Price the existing product(已有产品定价) 1、psychological pricing心理定价 2、promotional pricing
3、quantity(group pricing)团购 4、tracle pricing 5、seasonal pricing 6、cash pricing
7、geogoaphic pricing地理
Forces influencing pricing影响定价的因素 cost,demands,competition
14【the forces influencing pricing】
pricing is driven by three major forces .they are costs,demands and competion.
15【market skimming and penetration 】
market skimming means the charging of relatively high price that take advantage of early consumers strong need for the product and the decreasing it slowly as sales begins to deadline.penetrating is a pricing strategy where the organization sets a low price to increase sales and market share.
16【discount】
businesses offer dicouts of all types to buyers who satisfy some riteria that reduce their selling costs,for marketers strategic discounting can be powerful tool to increase sales or even out seasonal demand discounting can be classified into,quantity discount,seasonal discount trade discount,cash discount
17【the major function of physical distribution】物流
fast and efficient order processing,secialy and flexible delivery,[resorting and pre-tagging of merchandis, orders tracking information and willingness to take back or replace defective goods.
18【the major functions of logistics】 the major functions A、 order proessing B、 warehousing
C、 inventory management D、 transportation
19【the promotional mix 】促销组合
the combination of different forms of promotion is called the promotional mix The makeup of the promotional mix varies with the product being promoted..and personal selling (P229)
20【the advantages and disadvantages and disadvantages of sales promotion as well as advertising】 （Advantages）
Advertising:good for building awareness.effective at reaching a wide audience.repetition of main brand and product positioning helos build customer trust.
Sales promotion:can stimate quick increase in sales by targeting promotional incentive on particular products.good short term tactical tool. （Disadvantage） Impersonal-can not answer all a customer’s questions. Mot good at getting customers to make a final purohasing decision.
If used over the long-term customers may get used to the effect.too much promotion may demage the brand image.