Personal views are not necessarily correct.

Help from marketing experts 1, D 2, B 3, A 4, D 5, b.

6、C 7、A 8、A 9、C 10、A

1 1、D 12、C 13、B 14、A

Ensure 95% accuracy.

Marketing expert help 3. Because you didn't score, I'll copy some valuable ones for you.

1. Under what background did the concept of promotion marketing come into being? What's the difference between modern market concept and traditional concept?

2. Briefly describe the main contents of enterprise development strategy.

3. What aspects should be taken to analyze the economic environment of enterprises? What are the parts of personal income? What do they mean?

4. Countermeasures for enterprises to face environmental threats

5. What is a related group? Give examples to illustrate how related groups affect consumers' buying behavior.

6. Give examples to illustrate the characteristics of all kinds of buying behaviors. And analyzes the marketing strategies that all kinds of purchasing enterprises should adopt.

7. Competitive strategy of market leaders

What is the key to filling the gap in the market? What are the characteristics of the best base point to fill the vacancy?

9. Criteria for segmenting the consumer market. Be able to put forward different subdivision standards for different products.

10. The concepts, advantages and disadvantages of three target market strategies.

1 1. What factors should enterprises consider when choosing the target market strategy?

12. Market positioning procedure.

13. The overall concept of the product has five levels of content.

14. Main contents of product mix strategy.

15. What are the brand strategies of enterprises?

16. Characteristics of different stages of product life cycle and corresponding marketing strategies.

17. Procedures for developing new products

18. skim the meaning and applicable conditions of pricing strategy and penetration pricing strategy.

19. Main contents of pricing strategy of related products.

20. Try to compare the different functions of mantissa pricing strategy and integer pricing strategy.

2 1. Briefly describe how enterprises choose the appropriate distribution channels for their products according to relevant influencing factors.

22. The meaning of direct channel and indirect channel, and the difference between them.

23. Choose the number of middlemen in three forms.

24. What are the main functions of online marketing?

25. What is a promotional mix? Advantages and applicable conditions of several main enterprise promotion methods.

26. Steps for effective communication of enterprises.

27. Factors that should be considered when determining the company's promotion mix strategy.

28. What are the advantages and disadvantages of product management organization and market management organization?

29. What are the main features of services compared with physical products?

30. What are the characteristics of international marketing compared with domestic marketing?

3 1. The main content of international marketing product strategy and the advantages and disadvantages of various strategies.

Third, the case analysis

Mainly concentrated in the following aspects:

1. Market segmentation

2. Environmental analysis

Look for market opportunities

4. Channel strategy (focusing on the relationship between manufacturers and distributors)

5. New product development

6. Market concept

Question 1:

Marketing concept:

Background and conditions: The transition from seller's market to buyer's market leads to oversupply of some products.

Core idea: use sales promotion and promotion to generate demand.

Marketing order: enterprise → market.

Typical slogan: let people buy what we sell.

Marketing: the social and management process in which individuals and groups meet their needs and desires by creating and exchanging products and values with others.

Social marketing concept:

Background and conditions: outstanding social problems; The vigorous rise of consumer rights movement.

Core idea: enterprise marketing = customer demand+social interest+profit target.

Marketing order: market and social interest demand → enterprise → product → market.

SMC is the supplement and revision of MC.

Question 3:

Marketing environment is an uncontrollable factor and strength beyond the marketing function of enterprises.

Marketing activities should be based on the environment, enterprises should actively adapt to the environment, and influence the environment through marketing efforts, so that the environment is conducive to the survival and development of enterprises and to improving the effectiveness of enterprise marketing activities.

First, the macro marketing environment

Macro-marketing environment refers to the main social forces that cause market opportunities and environmental threats to enterprise marketing activities.

Second, the population environment analysis

The market is composed of people who have the desire to buy and the ability to pay, and the population directly affects the potential capacity of the market.

Total population

age distribution

geographical distribution

Family composition

Population sex

Third, the economic environment analysis

economic circumstances

1. Worldwide indicators reflect the economic climate of the whole world, including the growth of the world economy and the flow of world capital and goods.

2. Industrial indicators mainly reflect the industrial structure and its changes.

3, personal indicators, mainly including wages and other income, savings, consumption and its structure.

Four. Analysis of natural resources and environment

Mainly refers to the natural resources that marketers need or are affected by marketing activities.

V. Analysis of Science and Technology Environment

Science and technology is a kind of "creative destructive power" and a double-edged sword for enterprise marketing.

In the scientific and technological environment, enterprises pay more attention to the following aspects:

1. The speed of scientific discovery, technological invention, adoption and dissemination is accelerating.

2. The product life cycle is shortened.

3. The investment in scientific research has doubled.

4, scientific research development strategy should be adapted to local conditions.

An analysis of the political and legal environment of intransitive verbs

Political environment refers to the external political situation of enterprise marketing.

Legal environment refers to various laws, decrees and regulations promulgated by the state or local authorities.

Seven, social and cultural environment analysis

Social culture mainly refers to the sum of national characteristics, values, lifestyle, customs, religious beliefs, ethics, education level, language and writing of a country or region.

1, the main content of social and cultural environment:

(1) values. It is people's general view on the meaning of objective things.

(2) religious belief. Different religious beliefs directly affect clothing, diet, weddings and funerals.

(3) ethics. It is the sum total of behavioral norms that adjust the relationship between people and between individuals and society.

(4) customs and habits. Traditional festivals are a custom.

Environmental monitoring method: just talk about Rand's five-step prediction method.

The first step is to find out all kinds of factors that affect environmental change.

The second step is to classify these influencing factors.

The third step is to combine two groups of selected factors into a picture.

The fourth step is to further describe the most extreme and moderate situation.

The fifth step is to analyze the possible reactions of competitors in different situations and further formulate their own strategies.

Question 5:

Reference groups refer to individuals or collectives that can directly or indirectly influence consumers' purchasing behavior.

The influence of related groups on consumption behavior;

Demonstration;

Imitation;

Consistency;

The behavior of "opinion leaders" will cause followers and admirers in the group to follow suit;

The degree of influence of related groups on purchasing behavior depends on the product category.

Question 6:

Characteristics of various buying behaviors and marketing strategies that enterprises should adopt.

① Habitual purchase behavior

Habitual purchase behavior is generated by trust motivation. Consumers have a good trust in a brand or an enterprise, are loyal to one or several brands, have fixed consumption habits and preferences, and know well when buying.

② Rational purchase behavior

Rational purchase behavior is the purchase behavior of rational consumers. They generally have a thorough comparison and consideration before making a purchase decision. They are not easily tempted, do not make a rash decision, and do not easily go back on their word after making a decision.

③ Economical purchase behavior.

Pay special attention to the price, and wholeheartedly seek affordable goods, so as to obtain psychological satisfaction. In view of this kind of purchase behavior, we should convince him that the goods he chooses are the most inexpensive and cost-effective, and praise him as an expert and a good customer.

④ impulse buying.

Impulsive consumers are often triggered by emotions. Most young people are soft-blooded, easily influenced by product appearance, advertisements or related personnel, making rash decisions, easily wavering and going back on our word. This is an object that can be vigorously won in the promotion process.

⑤ Imaginative buying behavior

This kind of consumers often have certain artistic cells and are good at association. In view of this behavior, we can work hard on packaging design and product modeling to make him have a good association, or inject some connotation into promotional activities. For example, Nike and Jordan, Jordan galloped in the NBA in Nike shoes, which made fans who worshipped Jordan feel that wearing Nike was a step closer to Jordan.

⑥ Unshaped purchase behavior.

Unformed consumers are often those who don't have a clear purpose to buy. They often stumble in groups of three or five to see where there is something to sell, ask more, see more, choose more and buy less. They are often young consumers who have recently started shopping independently. They are easy to accept new things, and their consumption habits and psychology are in the process of formation. They are unstable, lack opinions and have no fixed preferences.

Question 13:

Five levels of overall product concept:

1. The core benefit level refers to the basic utility or benefit that a product can provide to consumers, and it is the basic utility or benefit that consumers really want to buy.

2. The level of tangible products is the specific material form of products when they appear in the market, mainly in terms of quality, characteristics, styles, trademarks, packaging and so on. And it is the material carrier of core interests.

3. Expected product level refers to the customer's expectation of the quality, convenience and characteristics of the purchased product before purchase.

4. Extended product level refers to the product level provided by the producers or operators of products and demanded by the buyers, mainly to help users make better use of core interests and services.

5. Potential product level refers to the product level provided by enterprises to meet the potential needs of customers, which is mainly a value-added service of products.

Question 17:

Procedures for new product development:

New product concept

Creative screening

Concept formation and testing

market strategy

Business situation analysis

product development

Market trial sale

commercialize

Question 22:

Direct channel: producer-consumer

Indirect channel: 1. Short channel mode: manufacturer-retailer-customer.

2. Factory channel mode: manufacturer-agent-wholesaler-retailer-customer.

Question 25:

Promotion combination: Promotion combination refers to the selection, configuration and application of various promotion methods by enterprises based on product characteristics and marketing objectives and comprehensive analysis of various influencing factors.

Promotion strategies include push strategy and pull strategy.

Promotional mix of consumer goods and industrial supplies

Consumer goods market: promotion > advertising > personnel promotion > public-private relations.

Industrial products market: personnel promotion > sales promotion > advertising > public-private relations.

Kneel for marketing guru! Help me answer the question! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Woo × 1。 From the perspective of marketing theory, the market is the place where goods are bought and sold.

From the perspective of marketing theory, the market is the transaction of goods and the satisfaction of demand, not the entity.

×2. The enterprise-centered concept includes production concept and marketing concept.

The enterprise-centered concept includes production concept and product concept.

√3. Enterprise strategy has the characteristics of overall situation, long-term, resistance, programmatic and controllability.

√4. Consumers mostly make purchase decisions according to their personal likes and dislikes and feelings.

×5. Brand equity is acquired through market exchange.

Brand assets are intangible assets and cannot be obtained through market exchange.

Kneel down and ask the master to help you market the test questions 2 volumes 1 Choose A, B, A, C, B, A, B, C and AC.

Ask marketing guru for help! Obviously, there is no answer to this question. There are so many words that I don't think anyone wants to write.

Kneel down and ask the marketing expert to help answer this group of questions! Please help! Thank you. 1 constitutes a real market with a large capacity, which must be defined as (d) population base+purchasing power.

A, large population and high purchasing power B, high purchasing power and great desire to buy.

C, large population, great desire to buy D, large population, high purchasing power, great desire to buy

2. A food factory tries to seek a new profit growth point through self-production and self-marketing. This new business plan belongs to (b).

A, intensive growth B, integrated growth C, diversified growth D, horizontal diversified growth

3. In international marketing, consumers in different countries have different or even diametrically opposite preferences for animals. For example, in China, the dragon is a symbol of power, while in the West, it is an endorsement of evil. This phenomenon belongs to (a) in the international marketing environment.

A. Cultural environment B. Political environment C. Economic environment D. Scientific and technological environment

4. An enterprise uses SWOT analysis method to analyze and evaluate its business, and the business with high opportunities and threats belongs to (b).

A, ideal business B, high-risk business C, mature business D, difficult business

5. The most extensive and far-reaching factor affecting consumers' buying behavior is (c).

A, personal factors B, social factors C, cultural factors D, psychological factors

6. At the budget work meeting, Mr. Wang, who is in charge of marketing, said: "After all other marketing activities have priority in obtaining funds, advertising still has a surplus." The advertising budget method reflected by Mr. Wang's words is (c)

A, sales percentage method B, competitive equivalence method C, ability method D, target task method

7, in international marketing, it is (C) that determines the number of channel intermediary organizations.

A, process b, width c, length d and density

8, the international market positioning work does not include which of the following options (d)

A, strategic positioning B, product positioning C, image positioning D, marketing positioning

9. The primary factor for international marketing enterprises to choose the target market is (B).

A, cultural differences b, market size c, profitability d, sales volume.

10, which of the following is not the strategy that market leaders should adopt (d)

A, expand market demand b, maintain existing market share c, expand market share d, and impact competitors' positions.

1 1, for market challengers, the most effective and economical strategic form is (c).

A, frontal attack B, flank attack C, encirclement attack D, circuitous competition

12, which of the following markets has strong monopoly characteristics (D)

A. American market b, European market c, Japanese market d and China market.

13, slow skimming strategy is characterized by (b)

A, the use of high prices and high promotion costs; B, adopt high price and low promotion cost.

C, adopt low price and high promotion expense d, adopt low price and low promotion expense.

14, exchange rate risk does not include which of the following (c)

A, foreign exchange settlement risk B, exchange risk C, debt risk D, economic risk

15 generally speaking, the highest level of enterprise profit is in the product life cycle (c)

A, lead-in period b, growth period c, maturity period d and decline period

16, the target market of international marketing must meet three conditions. Which of the following is not a necessary condition (c)?

This market has unsatisfied demand and sales potential.

B, enterprises have the ability to meet this potential market, it is best to have a certain competitive advantage.

C. There is no strong competitor in this market at present.

D. you can make a profit by entering the market.

17, which of the following does not belong to the basic method of obtaining competitive advantage (c)

A, cost leadership strategy B, differentiation strategy C, integration strategy D, market focus strategy

18, which of the following does not belong to the specific content of the international pricing target (a)

A, product sales target B, profit maximization target C, sales target D and competition target

19, for an enterprise, the most realistic and direct competitor is (a)

A, the same industry provides the same products to the same customers at similar prices.

B enterprises that produce different grades, models and varieties of products in the same industry.

C. Enterprises that provide different products to meet the same demand D. Enterprises that provide different products for the same fund.

Help, urgent answer! Marketing case analysis begins with learning. I suggest you go to the case analysis version of China Conference Platform. There are case studies from all walks of life, which are very familiar and specific. Collect it. It is helpful for your study.

Marketing experts need to explain the term 1: "It is the difference between the total customer value and the total customer cost. Among them, the total customer value includes all the benefits that customers get in the process of purchase and consumption, which may come from product value, service value, person value or value of the image. Customer total value analysis is the focus of customer theory research. The total cost of customers includes the monetary cost paid by customers for purchasing a product or service, as well as the time, physical and mental costs expected by buyers. " (selected from Baidu Encyclopedia)

The definition is somewhat similar to the consumer surplus in economics.

Noun explanation 2: not found. Are you sure this is a commercial market? What is the English name? You can look up the definition of English names on Google.

Narrator1:120 * (1+30%) =156.

Narrator 2: The concept of total product includes three aspects: physical product (also called core product), formal product and extended product.

A large number of products

Substantial product refers to the basic demand utility of product.

Actual product

Regular products refer to the physical appearance of products, including quality, characteristics, styles, packaging, trademarks, brands and so on.

Extended product

Extended products refer to various service guarantees arising from the commodity characteristics of the products themselves.

If you buy a color TV, according to Lancaster's product feature model, consumers don't simply buy products, but buy the attributes of products. Combined with the definition, you can derive what you want: for example, the material form of TV (how many inches, display material and color), brand preference (which brand TCL, Sony, LG and LG prefer) and services (including sales staff service, home delivery service and after-sales service). )

With the help of marketing experts ~~~ 1. It will change. Due to the cancellation of ticket fees, travel agencies can further reduce costs and attract more tourists by reducing travel expenses; For tourist attractions, the cancellation of tickets will bring more tourists, but the income will also be cancelled, so we should seek sources of income from the more tourists it brings.

2. In this case, the scheme has realized the benefits of tourist attractions:

Open hotels and restaurants, set up tourism cultural industries, develop tourism products, and sell local products and cultural products to tourists.

3. Establish the concept of theme tourism

Products: Develop more tourism products and theme projects-for example, establish tourism theme activities in tourist destinations that match local tourism resources.

Price: Tourism products can usually get higher marginal returns, and the actual consumption power of tourists should be considered when pricing. This concept should be distinguished from the daily consumer goods in tourist destinations.

Location: Establish cooperative relations with more travel agencies, publicize tourism themes, and bring more tourists to buy tourism products through this channel.

Promotion: mainly through advertising.