西南财经大学天府学院市场营销复习题.pptVIP

西南财经大学天府学院市场营销复习题

2021/3/142A-1Definewhatmarketingisanddiscussitscoreconcepts.Explaintheprocess.

2021/3/143COREMARKETINGCONCEPTS(FoundationsofMarketingp.4)CoreMarketingConceptsMARKETINGIsasocialandmanagerialprocesswherebyindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers

2021/3/144A-2Discussthemarketingmixandtalkaboutthefacetsofeachfactor.

2021/3/145MARKETINGMIXPRODUCTVarietyQualityDesignFeaturesBrandNamePackagingServicesPRICEListPriceDiscountsAllowancesPaymentPeriodCreditTermsPROMOTIONAdvertisingPersonalSellingSalesPromotionPublicRelationsPLACEChannelsCoverageAssortmentsLocationsInventoryTransportationLogistics

2021/3/146A-3Describethestepsinthemarketsegmentation,targetingandpositioningprocess.

2021/3/147Stepsinthemarketsegmentation,targetingandpositioningprocess(FoundationsofMarketing,P103)

2021/3/148A-4DescribeIndividualProductandServiceDecisionsfacedbycompanies.

2021/3/149IndividualProductandServiceDecisions(FoundationsofMarketing,P132)

2021/3/1410A-5Comparecostbasedandvaluebasedpricing.

2021/3/1411GeneralPricingApproachesValueBasedPricing(FoundationsofMarketing,P171)COSTBASEDPRICING

2021/3/1412B-1Discussthemarketingmanagementfunctionsandgiveexamplesofyourowntodemonstrate.

2021/3/1413MARKETINGMANAGEMENTFUNCTIONSFoundationsofMarketingp43

2021/3/1414Discussthegrowthsharematrixanduseyourownexamplestoexplainitfurther.B-2

2021/3/1415THEGROWTHSHAREMATRIX(FoundationsofMarketingp.33)HIGHHIGHLOWLOWMarketGrowthRateRelativeMarketShare

2021/3/1416Listanddiscussthemajorbasesforsegmentingconsumermarkets.B-3

2021/3/1417SegmentationVariables(ConsumerMarkets)(FoundationsofMarketingp.104)

2021/3/1418B-4DiscusstheMajorBrandStrategyDecisions.

2021/3/1419MajorBrandStrategyDecisions(FoundationsofMarketing,P140)

2021/3/1420B-5DiscusstheProductMixP