市场营销期末复习重点精选版.docxVIP

Company number【1089WT-1898YT-1W8CB-9UUT-92108】 Company number【1089WT-1898YT-1W8CB-9UUT-92108】 市场营销期末复习重点 市场营销 简答（20分） Service（定义、特点） 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 Forms of sales promotion促销 coupons, rebates, samples, premiums, contests, sweepstakes, specialty advertising 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 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 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 Ways of obtaining financing for product researchdevelopment 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 fact