Hey, buddy, it seems that you are also a classmate of Zheng Da University's distance education. I just did the test today and sent it to you. Please copy it. Don't copy them all, or everyone will die!

1. The overall concept of products: products in a narrow sense refer to articles with specific material forms and uses, which are tangible things. Marketing believes that products in a broad sense refer to the sum of goods that people can meet certain needs and desires through purchasing, including both material product entities and intangible benefits, and are "the overall concept of products".

2. Customer satisfaction: refers to the feeling state formed by comparing the perceived performance and expectation of products to meet their needs.

3. Market positioning: Market positioning refers to the positioning of enterprises and products in the target market. The market positioning was established by American marketing scientist Ai in 1970s? Reese and Jack trout put forward that it means that an enterprise creates a distinctive and impressive image for its products according to the position of competitors' existing products in the market and the importance that customers attach to certain characteristics or attributes of such products, and vividly conveys this image to customers, so as to determine the appropriate position of products in the market.

4. Brand: intangible assets that bring premium to owners and increase their value. Its carrier is a name, term, symbol, logo or design and their combination, which is used to distinguish products or services from other competitors. The source of value-added comes from the impression formed by its carrier in the hearts of consumers.

5. Promotion: also known as business promotion, refers to the promotion activities that enterprises use various short-term incentives to encourage consumers and middlemen to buy and distribute their products and services.

2. Short answer questions: (5 points for each question, ***20 points)

What is marketing management? (5 points)

A: Marketing management is the analysis, planning, implementation and control of design schemes in order to achieve enterprise goals, create, establish and maintain mutually beneficial communication relations with target markets. The essence of marketing management is demand management.

2. What is the differentiated marketing strategy? (5 points)

A: It is a marketing strategy for enterprises to acquire several market segments and design differentiated products for each target market. Differentiated marketing strategy is a common strategy for enterprises. When the large-scale sales period of cheap products has passed, the market growth has entered a relatively stable period, product differentiation and market segmentation have become the focus of enterprise competition, and price competition has given way to product differentiation competition.

3. Briefly describe the definition and characteristics of brand expansion? (5 points)

A: Brand expansion refers to the strategy of "family brand" in which enterprises constantly introduce new products and adopt the same brand name after creating a successful brand.

Features: Successful brand expansion helps to improve the market awareness rate of new products and reduce the market introduction cost of new products. Especially in the case of small product differences and difficult market development of new products, it is convenient and easy to locate new products with the help of the original brand awareness. The original brand of an enterprise can often convey the information of new product positioning well, and most consumers are willing to choose one or several well-known brands repeatedly to reduce the purchase risk. Appropriate brand expansion, through consumers' good experience and feeling of new products, will not only destroy the market position of the original brand, but also increase the market coverage and popularity of the original brand.

4. Briefly describe the main tasks of sales staff. (5 points)

A: 1. Actively seek and find more customers or potential customers; 2. Deliver product and service information to existing and potential customers; 3. Use marketing technology to do everything possible to promote products; 4. Provide various services for customers; 5, often report to the enterprise to visit sales activities, and conduct market research and collect market information.

1. Please describe the main stages of product life cycle and marketing strategy. (10)

Answer: (1) lead-in period

In the introduction period, no matter how strong the enterprise is, it pays attention to developing unique enterprise competitiveness and establishing relevant business models. At this stage, there is a great demand for investment. The guiding ideology at this time is to quickly establish market share, adopt various methods to speed up the spread of products, and take advantage of the favorable opportunity of fewer competitors to seize the market first. Enterprises should take the initiative to shorten the lead-in period and reduce the market risk of products. At this time, it is necessary to actively collect the market's reactions and opinions on new products, so as to promote the technical perfection and final finalization of products. On the basis of grasping the change of market demand, we should improve the production technology to ensure the realization of product performance and the stability of quality, and ensure the coordination of production capacity and the smooth sales channels. The focus of product sales is to attract customers who don't understand new products, introduce new products to potential consumers and guide them to try them out. Enterprises can "create" demand, highlight the utility and benefits that new products can bring to consumers, and win over consumers through gifts, trials and substantial discounts. In the establishment and expansion of sales channels, middlemen should be given greater benefits and guarantees to stimulate them to actively promote new products, such as giving greater profits, increasing cooperative advertising subsidies, giving middlemen strong technical and service support, and appropriately reducing their purchase risks.

(2) Growth period

The remarkable sign that products enter the growth period from the introduction period is the accelerated growth of consumer demand for such products and the rapid expansion of the market, which makes the sales volume of products rise sharply. If the market in the introduction period is waiting for the development of the enterprise, and the market in the growth period has been occupied by most of it, it is possible for the enterprise to carry forward the momentum of "drilling" and "squeezing". In the growth period, enterprises are faced with the task of consolidating their position and becoming survivors in the fierce market competition. The basic guiding ideology of marketing is: to open up the market in competition and expand the market share of products; In other words, it is a growth strategy, and its goal is to maintain a relatively competitive position in the rapidly expanding market and expand whenever possible, that is, to achieve growth in the expanding market.

At this time, the core of enterprise marketing strategy is to maintain its market growth rate and extend the time to obtain the maximum profit. The problem faced by enterprises is no longer "how to make customers try their own products", but "how to make customers like their own brands better". Therefore, enterprises need to make corresponding adjustments in marketing strategies and methods. On this basis, enterprises need to invest resources to develop new sales and marketing capabilities, and decide which comparative advantage to invest in according to existing financial needs and relative competitive position: differentiation, low cost or centralized strategy.

(3) Maturity

Maturity is the longest stage in the product life cycle, which can be subdivided into three small stages. First, the "mature period", during which the sales growth of goods is slow, mostly caused by the late purchase and repeated purchase of existing customers; Secondly, it is "stable maturity", during which the sales volume of goods reaches its peak; Finally, there is the "recession maturity". During this period, the sales volume of commodities slowly declined, and some customers turned to other newer products.

The guiding ideology of mature marketing strategy is: first, maintain the existing market share and not be squeezed out of the market by competitors; Then choose the offensive strategy, expand the sales volume and extend this stage as much as possible, or push the product life cycle to cycle again to get more profits. At this time, the outstanding problem of enterprises is "how to compete more effectively". Generally speaking, there are three strategies for enterprises to choose from: market improvement, product improvement and marketing mix improvement.

recession

The sales volume of the product increases slowly until the mature period, which can generally be stable for a period of time. If the decline rate of sales volume begins to intensify and the profit level is very low, it can be considered that the product has entered a recession as a whole. At this time, the contradiction of product supply exceeding demand is increasingly prominent, and the marketing strategies adopted by enterprises in the past, such as increasing sales expenses and reducing product prices, are basically ineffective. Therefore, the basic guiding ideology of enterprise marketing strategy in recession is to effectively deal with declining products. When the enterprise analyzes that the product really enters the recession period, it should choose one of the retention decision or the abandonment decision. When the decline period of products comes, enterprises should not blindly insist or hesitate, but should withdraw from the market as soon as possible.

2. What are the new developments in marketing? (10)

A: In the 2 1 century, the marketing field has changed with each passing day. Online marketing, green marketing, experiential marketing, word-of-mouth marketing, database marketing, urban marketing and other new marketing progress have attracted more and more academic attention. Network marketing is a new marketing strategy to carry out marketing activities through the Internet. Developing network marketing and e-commerce to realize the integration of network marketing and traditional marketing is the focus of enterprise marketing under the background of increasingly developed information technology. Green marketing advocates green civilization, emphasizing the consideration of enterprise economic interests, consumer interests and environmental interests. It is very important to analyze the internal and external factors affecting green marketing for the successful implementation of green marketing. Experiential marketing is a marketing model in which enterprises design marketing concepts from the aspects of senses, emotions, thinking, actions and relevance, and use products or services as props to stimulate and meet customers' experience needs, thus achieving enterprise goals. It is the inevitable product of the development of social economy from the era of product economy, commodity economy and service economy to the era of experience economy, and it is a new marketing model in the new economic era. As a new marketing strategy, word-of-mouth marketing, like traditional price strategy, promotion strategy and channel strategy, is an innovative strategy for specific market conditions. Word-of-mouth marketing is the process of applying the concept of word-of-mouth to the marketing field. Database marketing, direct mail and direct sales are effective ways to build customer loyalty and win competitive advantage. With the implementation of Scientific Outlook on Development, urban marketing has become a very hot topic in recent years, and it is a new application of marketing in the public sector.

(1) Analyze the reasons for McDonald's success with the knowledge of marketing management.

Answer: 1, the root of McDonald's success lies in finding out the psychology of customers and trying to satisfy them.

2. In the face of competition, McDonald's competition strategy is to launch non-price competition through product differentiation.

3. The success of McDonald's depends on perfect marketing mix, complete enterprise management system, meticulous work attitude and innovative promotion means besides its fundamental marketing concept.

(2) What management experience does McDonald's have for reference?

1, pay attention to the operation of franchise stores.

2. Do not adopt the regional franchise system.

3. McDonald's has very clear and strict requirements on the financial situation of franchisees.

4. Implement a unified and unique management policy for all franchisees, that is, attach importance to quality, service, health and economic benefits.

(1) What are Sony's cultural innovations?

A: Sony's cultural innovation is reflected in the value concept of insisting on creation in design and creation. Employees dare to make mistakes in the face of failure. Employees insist on the belief of not imitating, so that employees are good at their work, meticulous and meticulous, so that products are constantly improved and meticulously crafted, so that employees dare to be the first in the world and use them to create, not just to meet the needs of consumers now, but to create new products, thus stimulating consumers' unexpected needs. Focus on innovation from all aspects and levels of the company. Let employees work in an innovative atmosphere. Sony regards innovation as its main goal. In the process of actual production practice, we constantly try and make mistakes, and constantly make progress and create in failure.

(2) What can we learn from Sony's innovative experience?

A: Sony's innovative experience can be used for reference: the company team should form the spirit of continuous learning and innovation, adhere to the spirit of never imitating and being brave in innovation in products, treat mistakes correctly and accept them bravely in the process of product design and development, and constantly learn from them to improve products, persist in Excellence in their work, not satisfied with their current achievements, constantly improve products, jump out of the mindset and guide consumer demand.

Its pioneering spirit and the spirit of refusing to imitate are worth learning. It stipulates that every product must undergo continuous testing and improvement measures, which are worth learning. Its pioneering spirit is worth learning. Its thorough performance and intensive culture are worth learning. The method of breaking away from convention and finding another way is worth learning.