市场营销
简答（20分）
1、Service（定义、特点）
2、Distribution length分销长度（定义，types of vertical distribution system）
定义：number of intermediaries needed to move a product through the marketplace
Types：corporate公司型、contractual契约型、administration管理型
3、Forms of sales promotion促销
coupons, rebates, samples, premiums, contests, sweepstakes, specialty advertising
4、Segmentation细分 （定义，4 bases）
定义：dividing a market into distinct groups of buyers with different needs, characteristics, or behavior who might require separate products or marketing mixes
Bases：geographical地理, demographic人口, psychographic心理, behavioral
行为
5、Trade barrier贸易壁垒（定义，forms）
定义：a general term that describes any government policy or regulation that restricts international / global trade.
Forms:
◦ Tariff Barriers 关税壁垒
◦ Non-tariff barriers 非关税壁垒
Inspections & Quarantine （检验和检疫）Foodstuffs, medical equipment,
farm animals （Control of product quality）
Import Licensing （进口许可）
Distribution （海外分销）
Environmental Controls （环境控制）
Technology Transfers （技术转让）
Customs Delays （海关滞留）Software, CDs, Videos
Local Partnerships & Local Content Requirements （本土生产）
Quotas （贸易配额）（Control of product quantity）
Anti-dumping Laws （反倾销法案）
Trade Intervention (贸易干涉): home country government
◦ Official Intervention 官方干涉
Embargo 贸易禁运
National Security Issues 国家安全问题
Export Tariffs 出口关税
Export Licensing 出口许可
Anti-routing Measures 反变更原产地法案
Job Protection Sentiments 就业保护
◦ Unofficial Intervention 非官方干涉
6、Stages of product life cycle
Development产品研发期, Introduction: 产品引入期, Growth: 产品成长期, Maturity 产品成熟期, Decline & Withdrawal: 产品衰退期
7、Ways of obtaining financing for product research&development
8、Marketing functions
1)Contact: seeking out of prospective consumers
2)Merchandising: the process of bringing the right product to the right place at the right time in the right quantity at the right price
3)Pricing: the determining factor when a purchase is made and is a key to profit.
4)Promotion: support marketing efforts (paid advertising, personal selling, public relations, and supplemental efforts.
5)Distribution (distribution channels): the process of putting the consumer and the product together.
6)Human Resources (HR)
9、Elements of marketing mix&promotional mix
产品（Product）、渠道（Place）、价格（Price）、促销（Promotion）
Promotion(al) Mix促销组合: combination of different forms of promotion
Advertising
Sales Promotion
Personal Selling
Public Relations
10、Logistics（定义，4 functions）
定义：physical requirements necessary to move a product from producer to end-user
Functions：Transportation 运输配送，Inventory存货控制， Order Processing 订单处理， Warehousing 仓储管理
11、Product categorization base on users
12、Stages of a marketing effort
策略分析（定义、分析、案例）
1、Differentiation
定义：differentiation is the conscious effort by a company to distinguish itself from its competition.
分析：
案例：Athletic footwear 要面向顾客不同的心理，划分出不同类型的运动鞋。
2、Positioning
定义：positioning is the way customers perceive a company’s product in relation to that of its competition.
分析：
案例：“镇里最好的咖啡馆”价高人少，或者为了提高市场份额降低价格
3、Distribution density分销密度; 渠道宽度
定义：number of sales outlets required to provide adequate range for a product
分析：
案例：在计算机发展的今天，像建立stereo（立体声）和电视门店一样建立电脑门店
4、Push strategy推动策略
定义：a promotion strategy using the sales force and trade promotion to push the product through channels
分析：
案例：
5、Pull strategy拉引策略
定义：a promotion strategy spending a lot on advertising ,sales promotion and public relations to build up consumer demand
分析：
案例：
6、Event association联姻
定义：a close and long-term relationship in the consumer’s mind between a favorable event and the product
分析：
案例：
7、Slogan
Slogans or promotional jingles should be customized to each market. It should be attractive and have meaning.
案例：Ivory soap: So Pure It Floats(in Japan)
Toyota: You want it, you got it.(in American因为individuality )
8、Good will creationP105
9、Bigger is better（错误）
Putting your company in a position in which it can’t handle solicited demand is a surefire way to attract competition.
案例：在快餐店table service
10、Horizontal marketing
11、Consumer will know our product is better（错误）
If the differentiation is small, and sometimes it may be, it must be brought to the consumer’s attention via advertising or packaging.
案例：报电话每分钟省的钱，不如说一年省的钱。
12、Cultural myopia市场短视（错误）
定义：Marketing books and case histories are rife with examples of marketing blunders, most of them due to a poor understanding of the targeted culture.
分析：
案例：Chevrolet在拉丁美洲卖不好，因为no va 在西班牙语里是doesn't move
ostrich鸵鸟肉在德国卖不好，因为德国人爱吃pork猪肉
案例分析（策略，定义，分析）
1、comparative advantage比较优势 & absolute advantage绝对优势P22
定义：
comparative advantage
案例：Vietnam向Denmark进口啤酒生产设备，越南可以生产，但是价格会高
absolute advantage案例：Sweden向India进口茶，Sweden种不出来
分析：
2、Vietnam imports of telecommunication technology
3、Domino’s pizza marketing activities in Taiwan
4、Licensing
定义：licensing is the procedure wherein a company assigns the right to a brand, a trademark, a copyright, or the patent for a product or a process to another company for a fee.
案例：Beer manufacturers such as Anheuser-Busch and Heineken授权当地生产商而不是自己建brewery（酿酒厂）
Trade Press授权国外出版社翻译和出版
5、Franchising
6、Co productionP23
案例：Automobile（案例没看懂）
7、US companies marking ready-made soups in Brazil
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