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Three. Short answer questions (6 points for each short answer question, 30 points for * * *)

1. Briefly describe the difference between promotion concept and marketing concept.

A: 1. The starting point is different: the marketing concept takes the enterprise as the starting point, and the marketing concept takes the target market as the starting point;

2. Different centers: the promotion concept is product-centered, and the marketing concept is customer-centered;

3. Different means: promotion and promotion are the means of marketing concept, and integrated marketing is the means of marketing concept;

4. Different purposes: the marketing concept aims at expanding sales profit, and the marketing concept aims at customer satisfaction and profit;

2. What conditions must be met for effective market segmentation?

A: 1. Measurability: refers to the criteria and variables used to segment the market and the segmented market can be identified and measured, that is, there are obvious differences and reasonable ranges;

2. Accessibility: refers to the fact that an enterprise can enter the selected market part and carry out effective promotion and distribution, which is actually to consider the feasibility of marketing activities;

3. Profitability: It means that the market segment should be large enough for the enterprise to have sufficient profitability, so that it is worthwhile for the enterprise to design marketing plans for it, so as to successfully achieve its marketing objectives and have the potential for expansion, so as to ensure that it can obtain ideal economic benefits and social service benefits as planned.

3. What are the market positioning strategies?

A: There are the following positioning strategies:

1, positioning products according to the characteristics of specific products;

2. Positioning products according to the needs they meet and the benefits they provide;

3, positioning the product according to the use occasion;

4. Directly locate competitors or avoid competitors;

5. Positioning of different product categories;

4. Briefly describe the connotation of service quality.

Answer: It refers to the characteristics and the sum of characteristics that the service can meet the specified and potential needs, refers to the degree to which the service can meet the needs of the clients, is the lowest service level provided by the enterprise to meet the target customers, and is also the degree to which the enterprise maintains the consistency of this predetermined service level.

5. What are the types of retailers?

A:

1. Store retailer types: department stores, specialty stores, supermarkets, convenience stores, discount stores, bargain shops, storage clubs, shopping centers;

2. Types of retail without stores: automatic sales, direct sales, direct marketing, direct mailing, catalog ordering, telemarketing, electronic marketing and online retail.