市场营销课程ppt考试要点整理.docVIP

考试范围：第9--20章 题型：判断题20题 选择题 40题 缩写词解释10题 填图题10分 第九章 Steps in Strategic Brand Management：Identifying and establishing brand positioning；Planning and implementing brand marketing；Measuring and interpreting brand performance；Growing and sustaining brand value Brand Knowledge：Thoughts、Feelings、Images、Experiences、Beliefs BAV：brand asset valuator BAV Key Components：Differentiation、Energy、Relevance、Esteem、Knowledge 6、Figure 9.5 Secondary Sources of Brand Knowledge Measuring Brand Equity： Brand Audits、Brand Tracking、Brand Valuation 8、 第十章 Points-of-difference (PODs) Points-of-parity (POPs) Claims of Product Life Cycles：Products have a limited life；Product sales pass through distinct stages each with different challenges and opportunities；Profits rise and fall at different stages；Products require different strategies in each life cycle stage Market Evolution Stages：Emergence--Growth--Maturity--Decline 第十一章 1、竞争的“五力”威胁：suppliers、potential entrants、industry competitors、substitutes、buyers 2、other competitive strategies：market-challenger strategies；market-follower strategies；market-nicher strategies 3、VAR：value-added reseller 第十二章 Figure 12.2 Five Product Levels右图 产品分类：a、Durability and Tangibility：Nondurable Goods、Durable goods、Services b、Consumer Goods Classification： Convenience、Shopping、Specialty、Unsought c、Industrial Goods Classification：Materials and parts、Capital items、Supplies/ business services The Product Hierarchy由大范围到小：Need family-Product family- Product class-Product line-Product type-Item Product Line Analysis：Core product、Staples、Specialties、 Convenience items 第十三章 How to Increase Quality Control：Invest in good hiring and training procedures；Standardize the service-performance process；Monitor customer satisfaction Developing Brand Strategies for Services：Choosing Brand Elements、Establishing Image Dimensions、Devising Branding Strategy 第十四章 Steps in Setting Price：Select the price objective、Determine demand、Estimate