Marketing: it is a process of business activities aimed at meeting consumer demand and achieving enterprise goals in the ever-changing market environment, including market research, target market selection, product development, product pricing, channel selection, product promotion, storage and transportation of baked goods, product sales, service provision and a series of market-related business activities.
Marketing environment: refers to all kinds of functions and forces that affect the marketing management ability of enterprises in order to establish and maintain mutually beneficial relations with target customers. When environmental changes require new business practices, the key to the survival of enterprises lies in self-regulation.
Intensive market opportunity: refers to the market opportunity that exists when the full potential of a specific market has not reached the limit.
Integrating market opportunities: refers to the enterprise's development of its own market opportunities by extending marketing activities to different links of supply, production and sales.
Diversified market opportunities: Only when the further growth of intensive or integrated market opportunities is limited, or when encountering unusual obstacles, enterprises will break industry boundaries and look for new opportunities.
Market segmentation: through market research, it is found that consumers (including life consumers and production consumers) have obvious differences in their needs and desires, buying behaviors and buying habits. The market classification process of dividing the whole market of a product into several consumer groups (buyers).
Indifferent marketing: enterprises regard the whole market of a product as a big target market, and marketing activities only consider the similarity of consumers or users in demand, regardless of whether there are differences between them.
Differentiated marketing: divide the whole market of products into several market segments, and choose two or more or even all of them as your target markets. Not every selected market segment has made different marketing mix plans, and at the same time, targeted marketing activities have been carried out in multiple directions or in all directions.
Centralized marketing: concentrate on entering a market segment (or several smaller market segments after this market segment is further subdivided), develop an ideal product for this market, and implement highly specialized production and sales.
Products: All material products and intangible services that can satisfy certain interests and desires of consumers are products.
Brand: A brand is the commercial name of a commodity with distinctive features created by an enterprise.
Product life cycle: refers to the whole process from entering the market to being eliminated by the market.
Elasticity coefficient of demand price: refers to the corresponding change rate of demand caused by price change.
Income elasticity of demand coefficient: refers to the corresponding change rate of demand caused by income change.
Single production cost: it is the actual cost spent by each enterprise to produce a certain product.
Cost-based pricing: a pricing method based on cost, plus a certain proportion of profits payable and taxes payable to determine the price of products.
Marginal cost pricing method: also known as marginal contribution pricing method. It is based on marginal cost.
Short sales channel: refers to the type of sales channel in which producers sell products directly or only through one link (no more than two links at most).
Wide distribution channels: when the product passes through a circulation link, the producer chooses two or more similar middlemen to sell the product at the same time, which is called wide distribution channels.
Dealer: a middleman who owns the goods he deals in and keeps inventory.
Agent: a middleman who has no ownership of the goods he manages, but has inventory.
Broker: a middleman who has neither ownership nor spot of products.
Chain operation: that is, taking the chain headquarters as the center and the same economic interests as the link, the scattered middlemen and retailers of the same commodity are United to implement the same marketing strategy.
Promotion (business promotion, special promotion): refers to a series of promotional activities that use material and spiritual stimulation to promote the relevant personnel of both parties to reach the maximum business volume.
Public relations: refers to a function or activity that an organization makes itself and the public understand and adapt to each other by means of communication.
Customer relationship management (CRM) refers to a marketing strategy, which aims to cultivate the final customers, distributors and partners of an enterprise to have more positive preferences or preferences for the enterprise and its products, and to retain them, so as to improve the performance of the enterprise.
Second, fill in the blanks
The basic function of the market P 13: the market has the function of economic integration.
Basic market model P 15: monopoly market, oligopoly market, monopoly competitive market (at most) and perfect competitive market.
Marketing concept P20: production concept, product concept, promotion concept, marketing concept and social marketing concept (leading direction).
The characteristics of marketing environment are uncontrollable, comprehensive, complex, different, dynamic and random.
Daily necessities, shopping items and special products.
Conditions for effective market segmentation P 1 10: measurability, stability, accessibility and reaction difference.
Several positioning modes P 122: avoiding strong positioning, head-on positioning and repositioning.
Third, question and answer.
1. Marketing function P 18 Exchange function, logistics function, convenience function and direction function.
2. What are the two types of marketing environment? Micro-environment and macro-environment
3. What is the micro-environment of enterprise marketing? Heavy P4 1
(1) enterprise internal strength (2) suppliers of various resources and various marketing intermediaries (3) enterprise competitors (4) the public.
4. Maslow's hierarchy of needs theory P54 Figure 3-2
5. What are the stages of consumers' purchase decision-making process?
(1) Confirm demand (2) Collect information (3) Evaluate available brands (4) Decide to buy (5) post-purchase behavior.
6. What are the decision-making types, buyers and decision-making processes of users' purchasing behavior in the industrial market? P69
Decision types: direct repurchase, modified repurchase and new purchase.
Buyers: production equipment, lighting (or ancillary) equipment, spare parts, processing materials, raw materials, consumables and services.
Decision-making process: putting forward requirements, determining the characteristics and requirements of the required products, drawing up specifications, inquiring about possible suppliers, soliciting quotations, selecting suppliers, formally placing orders, actually purchasing, accepting and warehousing, and purchasing evaluation.
7. Determine enterprise tasks and objectives P85
Enterprise tasks are usually decided by the top management. When determining the task, we should mainly consider the following factors:
(1) Enterprise history and its characteristics. (2) Changes in the surrounding environment of the enterprise. (3) the change of enterprise resources. (4) the intention of the business owner.
Once the enterprise task is determined, it must be embodied as the enterprise goal. Enterprise goal is the general name of a series of specific goals that enterprises will achieve in a certain period of time in the future. Specifically, it includes: product sales and sales growth rate, product sales area, market share (market share), profit and return on investment, product quality and cost level, brain productivity, product innovation, corporate image and so on. Among them, a certain profit and return on investment is the most important core goal of the enterprise.
8. Three situations of intensive market opportunities and their basic concepts P89
(1) Market penetration: refers to taking more active, effective and enterprising marketing measures.
(2) Market development: refers to expanding the sales of existing products by trying to open up new markets, so as to realize the growth of enterprise business.
(3) Product development: refers to meeting the needs of different customers by providing various modified and varied products, thus expanding the growth of sales and business.
9. Three situations of integrating market opportunities and their basic concepts P89
(1) backward integration growth: this is a strategy to realize integrated management and gain growth in the order of sales, production and supply.
(2) Forward integration growth: Just like backward integration growth, this is a strategy to realize integrated management in the order of supply, production and increase, so that enterprises can develop.
(3) Horizontal integration growth: Enterprises seek growth opportunities by taking over or merging competitors (small and medium-sized enterprises in the same industry), or making joint ventures with similar enterprises, or using their own strength to expand the scale of production and operation, all of which belong to this kind of integrated growth.
10. Three situations of diversified market opportunities and their basic concepts P90
(1) Concentric and diversified growth: developing new products and increasing product categories by using existing material and technical strength is just like expanding business scope and seeking new growth from the same center.
(2) horizontal diversified growth, also known as horizontal diversified growth: that is, enterprises increase new material and technical strength and develop new products for the other needs of the existing market (customers), thus expanding the business scope and increasing the demand.
(3) Group-type diversified growth: through investment or merger, enterprises expand their business scope to multiple emerging departments or other departments, form mixed enterprise groups, and carry out diversified business activities unrelated to existing technologies, existing products and existing markets in order to seek new growth opportunities.
1 1. Combined analysis and evaluation model P92 Figure 5-3
12. the role of market segmentation P 102
(1) Market segmentation is beneficial for enterprises to distract attention, explore new market opportunities and form new attractive target markets.
(2) Market segmentation is conducive to improving the competitiveness of enterprises, obtaining higher output with less input and achieving good economic benefits.
(3) From the perspective of social benefits, market segmentation is conducive to meeting the ever-changing and diverse needs of social consumption.
13. Ways for enterprises to cover the market P 1 15 combined with P 1 16 Figure 7-2
(1) product market centralization
The specific content of product-market centralization is that the target market of an enterprise is concentrated in a market segment, whether from the perspective of market (customer) or product. This strategy means that enterprises only produce heterogeneous standardized products and supply only one customer. Smaller enterprises usually adopt this strategy.
(2) product specialization
Product specialization means that an enterprise supplies a certain product to all kinds of customers at the same time. Of course, due to different customer groups, products will be different in grade, quality or style.
(3) Market specialization
Market specialization means that enterprises provide similar products with different performances to the same customer group. Suppose a refrigerator factory produces refrigerators with different volumes of100L, 500L and1000L according to the needs of medium and large tourist hotels to meet the needs of different departments of these hotels (such as guest rooms, canteens, cold drinks departments, etc.). ).
(4) selective specialization
Selective professional talk refers to the decision of enterprises to selectively enter several different market segments and provide similar products with different performances for different customer groups. This strategy should be very cautious and must be based on the premise that these market segments are quite attractive, that is, they can all achieve certain profits.
(5) Full coverage
Comprehensive coverage refers to the enterprise's decision to fully enter all market segments and provide all customers with different products they need. This is the target market interval strategy for large enterprises to occupy the leading position in the market and even try to monopolize all markets.
When using the above five methods, enterprises usually enter the most attractive market segments first, and only when conditions and opportunities are ripe will they gradually expand their target markets and enter other market segments.
Product-market matrix diagram
Methyl ethylene propylene
(1) product-market (2) product specialization (3) market specialization (4) selective specialization (5) comprehensive coverage.
concentrate
14. From the marketing point of view, what are the three levels of products? At which product level does the competition of modern enterprises occur more? P 154
Including core products, formal products and extended products (additional products). More occurs at the level of extended products.
15. What are the four indicators to measure the characteristics of enterprise product portfolio? P 154
Width, length, depth and correlation
16. What is the relative market share of enterprise products when they are in the leading position in the market?
Greater than 1.5. Generally, the relative market share is 1.5, and the high market share is greater than 1.5. General sales growth rate is higher than 10% and lower than 10%.
17. What are the stages of product life cycle? How to judge which period of product life cycle according to sales growth rate? P 170、 177
The product life cycle includes four stages: input, growth, maturity and decline.
Sales growth rate, where Y 1 represents the actual sales in the previous period and Y2 represents the actual sales in the calculation period.
According to the graphic research data, the lead-in period or mature period is when the growth rate is between 0. 1%- 10% (the growth rate may be zero or negative in the late mature period); Growth period is when the growth rate is greater than 10%; If the growth rate is less than zero, it is a recession. This classification standard is a typical ideal way, not all products are like this, especially when the growth rate is 0. 1% ~ 10%, it needs to be combined with other feature analysis to judge whether the product belongs to the introduction period or maturity period.
18. Try to describe the market characteristics and marketing strategies of products in the introduction period, growth period, maturity period and recession period. P 17 1
Lead-in period: market characteristics: 1. Products: imperfect equipment and technology, unstable quality, small quantity and high cost; 2. Consumers and middlemen are unfamiliar with products; 3. Less sales channels, low sales volume, low profit or loss; 4. High marketing cost; 5. Low market share and few or no competitors.
Marketing strategy emphasizes "fast"
(1) Quick grab: high price and high promotion fee. The high price is to get the maximum profit, and the high promotion fee is to make consumers familiar with and understand the products as soon as possible.
(2) Slow grab: high price, low promotion fee and high price.
(3) Rapid penetration: low price, high promotion fee and high price.
(4) Slow penetration: low price, low promotion fee and high price.
Growth period: market characteristics: customers are familiar with products, distribution channels are smooth, and product sales are growing rapidly, almost linearly; The product has been finalized, the production technology is basically mature, and the mass production capacity has been formed, thus reducing the production cost and greatly improving the profit.
Marketing strategy emphasizes "good"
(1) product strategy: pay close attention to product quality, improve product quality assurance system, constantly improve product function and style, improve packaging and service, and strive for high-quality brand-name products.
(2) Price strategy: analyze competitors' prices in combination with changes in production costs and market prices, and maintain the original price or adjust the price appropriately.
(3) Channel strategy: increase sales organizations and sales outlets, further penetrate the market, open up new market areas, adapt to and meet customers' needs, and promote the improvement of market share.
(4) Promotion strategy: the emphasis is shifted from introducing products to establishing the image of enterprises or products, and persuasive advertisements are adopted to emphasize the quality, performance, service and maintenance methods of products. In view of the characteristics of this product and the concerns of sellers, the advantages of this product are demonstrated by comparing with similar products, and after-sales service is strengthened to strengthen consumers' purchasing confidence.
Maturity: market characteristics: 1. Products: consumers have trust in products and formed consumption habits, with the largest production and sales volume, the highest market share and the highest profit; 2. The market is saturated and the sales growth rate slows down; 3. Consumers' selectivity to product styles, colors, varieties and specifications has increased, and the competition is the fiercest.
Marketing strategy emphasizes "change"
(1) Market promotion strategy: develop new markets and find new customers.
(2) Product improvement strategy: including improving product quality, changing product features and styles, and providing new services to customers.
(3) Marketing mix strategy: To extend the market growth and maturity of products by changing pricing, sales channels and promotion methods, and generally to stimulate or expand consumers' purchase by changing the support relationship of one or several factors.
Decline: market characteristics: products are aging and fall into the situation of being eliminated by the market; Product sales and profits have fallen sharply; Overcapacity of enterprises is increasingly prominent; In the market, Gaga competition is the main means to reduce the selling price and look back at the funds; Some enterprises have withdrawn from the market and turned to research and develop new products, and some new products have been listed.
Marketing strategy highlights "turning"
(1) product strategy: reduce production and eliminate old products.
(2) Price strategy: reduce the price appropriately, but don't be rash.
(3) Channel strategy: reduce sales outlets and pay attention to strengthening contact with middlemen in new target markets in order to open up new markets.
(4) Promotion strategy: In the market that is about to withdraw, it is not appropriate to carry out extensive publicity, and strive to reduce sales expenses and save expenses; In the new target market, we should strengthen advertising, strive to open up markets and occupy new markets.
19. Briefly describe the process of new product development. P 18 1
New product conception, screening, concept formation and testing, initial marketing plan, business analysis, new product development, market trial sale and commercial launch.
20. What are the common pricing targets? P 192
(1) Pursuing profit maximization (2) Maximizing short-term profit (3) Realizing expected return on investment (4) Increasing market share.
(5) Achieve sales growth rate (6) Adapt to price competition (7) Maintain business (8) Stabilize prices and maintain corporate image.
2 1. On the relationship between market supply and demand and market commodity prices.
If the supply remains the same, the more demand, the higher the price, on the contrary, the price will fall.
If the demand remains the same, the more supply, the lower the price, on the contrary, the price will increase.
22. In which competitive market can the law of value play its full role? What kind of competitive market do you think feed market belongs to?
In the monopolistic competitive market, the law of value can give full play to its role. I think the feed market belongs to monopoly competition market.
23. Commodity prices consist of several basic elements. Production cost, circulation cost, enterprise profit and national tax.
24. Write the price formula of marginal cost pricing method. When pricing by this method, what are the conditions for the enterprise to break even?
Price = marginal cost+marginal contribution. If the marginal contribution is enough to compensate the fixed cost, the enterprise will not lose money or make money.
(Marginal contribution refers to the value of the income obtained by an enterprise by increasing the sales of a product minus the marginal cost. If the marginal contribution is not enough to compensate the fixed cost, there will be losses; On the contrary, gain income. )
25. What are the common psychological pricing strategies? P209
(1) mantissa pricing strategy (2) integer pricing strategy (3) prestige pricing strategy (4) customary pricing strategy.
(5) Attraction pricing strategy (6) Delivery pricing strategy (7) Minimum unit pricing strategy.
26. What are the five "flows" in the distribution pipeline? P222
Business flow, logistics, currency flow, information flow, promotion flow.
27. What are the types of short sales channels? Give examples.
(1) Direct selling channel (direct selling, no store sales)
(2) multi level marketing (MLM)
(3) Direct sales
28. How to design distribution channels? What are the three strategies for determining the pipe width? P227
The design includes three aspects: 1. Determine the pipeline mode; 2. Determine the number of middlemen; 3. Specify the rights and responsibilities of pipeline members.
Three strategies: 1. Dense distribution; 2. Choose to issue; 3. exclusive distribution.
29. In recent years, what new changes have taken place in pipeline system, pipeline operation, pipeline construction, market focus and pipeline incentive?
(1) The change of pipeline system: flat structure.
(2) Changes in pipeline operation: operating the market centered on terminal market construction.
(3) Changes in pipeline construction: the relationship between manufacturers and distributors has become the relationship between "we" and "fish and water".
(4) Change of market center of gravity: the market center of gravity shifts to regional and county-level markets, and sales organizations are set up in county-level markets.
(5) The change of pipeline incentives: let dealers master the methods of making money and train dealers.
30. What are the modes of chain operation? What kind of chain does McDonald's fast food restaurant belong to? P236
(1) Franchise. ② Chain operation of branches. ③ Free chain. McDonald's fast food restaurant is a franchise chain.
3 1. What are the five main modes of transportation? P243 Pipeline, water transport, railway, highway and air transport
32. How does EOQ determine when and how much to order?
Q is the batch number of each purchase, n is the annual demand for goods, and a is the cost required for each purchase (unchanged).
B is the average annual storage cost per unit commodity.
33. How to calculate the product storage warranty period and poly period?
34. What are the main ways of communication? P25 1 What are the communication tools in each mode?
Personnel promote advertising, public relations, sales and direct marketing.
Sales demonstration
Sales meeting
sampling test
Exhibition printing advertisement
Broadcast advertisement
Movies and TV commercials
booklet
Directory of enterprises
billboard
Buy some advertisements
shop signs
Audio-visual material reporter report
sponsor
seminar
charitable donation
Publications, company journals
Community relations
Logo publicity
Activities, competitions, lottery tickets, lottery tickets
Bonuses and gifts
Samples, coupons
give a discount
trade in the old for the new
Matching goods
certificate
low-interest loan
Reception catalogue
send by post
telemarketing
Network sales
TV shopping
35. Draw a marketing communication model. P252
36. What are the common public-private relations strategies in marketing? P260
(1) advertising. ② Hold a press conference. ③ Hold various receptions, symposiums, entertainment, tea parties, receptions, interviews and other social activities. (4) Carry out public welfare social activities. ⑤ Prepare publicity materials to let the public know and know about enterprises and products. ⑥ Provide after-sales service and handle customer complaints in time.
37. What are the elements of advertising? 264
(1) define advertiser (2) advertising content (3) advertising target (4) advertising media (5) advertising target (6) advertising cost.
38. Briefly describe the contents of sales promotion. P274
(1) Determine sales target (2) Determine sales scale (3) Assign sales tasks (4) Organize and control sales activities.
39. What are the methods to determine the organizational structure of salespeople? P275
(1) regional structure (2) product structure (3) customer structure (4) composite structure
40. Briefly describe the responsibilities and tasks of the sales staff. P276
(1) Provide information feedback (2) Make sales plan (3) Carry out actual sales promotion (4) Provide after-sales service.
4 1. Try to explain the connotation and content of CRM. P279、282
Connotation: CRM is a management concept, a new management mechanism aimed at improving the relationship between enterprises and customers, and a management software and technology.
The content of CRM includes: customer information management, contact person management, time management, potential customer management, sales management, telephone sales, customer service, call center, e-commerce and so on.