商务英语市场营销考试.doc

第三章
名词解释
Culture：Culture refers to the total way of life of a society and a national culture reflects its population, government, and economy .
Inflation: is a general rise in prices without a corresponding increase in wages, which results in decreased purchasing power.
Recession: A recession is a period of economic activity when income, production, and employment tend to tall –all of which reduce demand for goods and services.
Marketing environment: A company’s ~consists of the actors and forces that directly or indirectly influence the company’s marketing operations and performance.
简答：
Marketers should be aware of several trends in the natural environment ,what are they?
The first involves growing shortages of raw materials. A second environment trend is increased population. Industry will almost always damage the quality of the natural environment. A third trend is increased government intervention in natural resource management.
The problem of inflation and recession go hand in hand ,yet recession requires different marketing strategies, what are the strategies？
1、 Improve existing products and introduce new ones
2、 Maintain and expand customer services.
3、 Emphasize top-of-the-line products and promote product value.
Why has Business legislation been enhanced?
Legislation affecting business around the world has increased steadily over the years. Business legislation has been enhanced for a number of reasons. The first is to protect companies for each other. The second purpose of government legislation is to protect consumers from unfair business practices. The third purpose of government legislation is to protect the interests of society against unrestrained business behavior.
In which kinds of ways do teenagers influence household spending?
First, when teenagers or children accompany their parents to the shore, their parents often let them add something to the cart. Second, teenagers influence their parents even when they not with them, by encouraging them to buy preferred brands. Third, teens influence adult purchase when parents actively seek their counsel. Fourth, teens influence parents purchasing whey they ask for girls.
论述
A public is any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives. Please explain the seven types of publics.
●Financial publics
●Media publics
●Government publics
●Citizen action publics
●Local publics
●General publics
●Internal publics
第六章
名词解释
Segment marketing :refers to the process of dividing a market into meaningful , relative smaller , and identifiable segments or groups.
Niche: A ~ is a more narrowly defined group, usually identified by dividing a segment into subsegments or by defining a group with a distinctive sets of traits who may seek a special combination of benefits.
Micromarketing: is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations.
Benefit segmentation: is the process of grouping customers into market segments according to the benefits they seek from the product. Most types of the market segmentation are based on the assumption that this variable and customers’ needs and related.
Generic market: is a market with broadly similar needs , and sellers offering various , often diverse, ways of satisfying those needs.
简答
What are the benefits offered by segment marketing over mass marketing ?
The traditional argument for mass marketing is that it crests the largest potential market, which leads to the lowest costs,which in turn can translate into either lower prices or higher margin.
What are the drawbacks local market has ?
It can drive up manufacturing and marketing costs by reducing economies of scale.It can also create logistics as companies try to meet the varied requirements of different regional and local markets. Further, a brand’s overall image might be diluted if the product and message vary too much in different localities.
Why do marketers segment market?
For three reasons. First, segmentation enables marketers to identify groups of customers with similar needs and to analyze the characteristics and buying behavior of three groups. Second, segmentation provides marketers with information to help them design marketing mixes specifically matched with the characteristics and desires of one or more segments. Third, segmentation is consistent the marketing concept satisfying customer wants and needs while meeting the organization’s objectives.
What are the advantages of local marketing?
Local marketing helps a company to market more effectively in the face of pronounced regional and local differences in community demographics and lifestyles. It also meets the needs of the company’s first-line customers-retailers-who prefer more fine-tuned product assortments for their neighborhoods.
论述
How many steps are there in target marketing?
1、 Evaluating market segments .In evaluating different market segments, a firm must look at three factors: segment size and growth, segment structural attractiveness and company objectives and resources.
2、 Selecting market segments .
a. Undifferentiated marketing
b. Differentiated marketing
c. Concentrated marketing
d. Choosing a market-coverage strategy
How can marketers make market segments useful?
1. Measurable: The size, purchasing power,and profiles of the segments can be measured.
2. Accessible: The market segment can be reached and derved.
3. Substantial: The market segment are large or profitable enough to serve.
4. Differentiable:The segments are conceptually distinguishable and respond differently to different marketing mix element and programs.
5. Actionable: Effective program can be designed for attracting and serving the segments.