上海对外经贸大学课程资料市场营销(英)考试重点总结

2020年12月9日发(作者：尤家骏)
名词解释
1. Customer lifetime value
The value of the entire stream of purchases that the customer would make over a
lifetime of patronage
2. Business portfolio
The collection of businesses and products that make up the company
3. Market segmentation
Dividing a market into smaller groups with distinct needs, characteristics, or
behaviors who might require separate products or marketing mixes.
4. Market targeting
The process of evaluating each market segment's attractiveness and selecting one
or more segments to enter
5. Product line
A group of products that are closely related because they function in a similar
manner, are sold to the same customer groups, are marketed through the same
types of outlets, or fall within given price ranges.
6. Product mix (or product portfolio)
The set of all product lines and items that a particular seller offers for sale
7. Vertical marketing system (VMS)
A distribution channel structure in which producers, wholesalers, and retailers act
as a unified system. One channel member owns the others, has contracts with them,
or has so much power that they all cooperate.
8. Horizontal marketing systems (HMS)
A channel arrangement in which two or more companies at one level join together
to follow a new marketing opportunity
9. Integrated direct marketing
Direct-marketing campaigns that use multiple vehicles and multiple stages to
improve response rates and profits
10. Integrated marketing communications (IMC)
Carefully integrating and coordinating the company's many communications
channels to deliver a clear, consistent, and compelling message about the
organization and its products.

Chapter 1
Marketing Management Orientations
1. Production concept
Market situation: S <The idea that consumers will favor products that are available and highly affordable
and that the organization should therefore focus on improving production and
distribution efficiency
2. Product concept
Market situation: S < D
The idea that consumers will favor products that offer the most quality,
performance, and features and that the organization should therefore devote its
energy to making continuous product improvements.
3. Selling concept
Market situation: S > D
The idea that consumers will not buy enough of the firm's products unless it
undertakes a

large-scale selling and promotion effort
4. Marketing concept
Market situation: S >> D
The marketing management philosophy that achieving organizational goals
depends on knowing the needs and wants of target markets and delivering the
desired satisfactions better than competitors do.
5. Societal marketing concept
Market situation: S >> D
A principle of enlightened marketing that holds that a company should make good
marketing decisions by considering consumers' wants, the company's
requirements, consumers' long-run interests, and society's long-run interests.

Customer relationship groups

High
Short-term Customers
Butterflies
Long- term Customers
True Friends
Profitability Good fit between company’s Good fit between company’s
offerings and customer’s
needs; high profit potential
offerings and customer’s
needs; highest profit
potential
Projecte
d loyalty


Low Strangers Barnacles
Profitability Little fit between company’s Little fit between company’s

offerings and customer’s offerings and customer’s
Potentia
l
Profitabi
lity



Chapter 2
The Boston Consulting Group Approach
The Growth-share Matrix
Relative Market Share

High
Low
High
Star
Cash Cow（）
Low
Question Mark（QM）
Dog
Market
Growth
Rate

SBU Strategies
needs; lowest profit potential needs; low profit potential
Next task is to determine what objective, strategy, and budget to assign to each
SBU.
4 strategies can be pursued:
build, e.g. QM
hold, e.g. CC
harvest,
divest, e.g. QM, CC

The SBU Life Cycle
Successful SBUs have a life cycle.
They start as QM, become S, then CC, and finally D.
Therefore, companies should examine
not only their businesses' current positions in the growth-share matrix
but also their moving positions
Product-market expansion grid
Product



Existing I

II
Existing New
Market penetration Product development

New III IV



Market
Market development Diversification





Chapter 3

Microenvironment
1. The company
MKT managers must work closely with other company departments.
Under the marketing concept, all of these functions must
They should work in harmony to provide superior customer value and satisfaction
2. Suppliers
Suppliers form an important link in the company's overall customer value delivery
system.
Supplier problems can seriously affect marketing.
MKT managers must watch supply availability and monitor the price trends of their
key inputs
3. Marketing intermediaries
Firms that help the company to promote, sell, and distribute its goods to final
buyers; they include resellers, physical distribution firms, marketing service
agencies, and financial intermediaries.
They include resellers, physical distribution firms, marketing services agencies, and
financial intermediaries.
4. Customer markets (5types)
Consumer markets
Consist of individuals and households that buy goods and services for personal
consumption
Business markets
Reseller markets
Government markets
International markets
5. Competitors
Marketers must do more than simply adapt to the needs of target consumers.
They also must gain strategic advantage by positioning their offerings strongly
against competitors' offerings in the minds of consumers.
6. Publics
Any group that has an actual or potential interest in or impact on an organization's
ability to achieve its objectives
Financial publics
Media publics
Government publics
Citizen-action publics
Local publics
General public
Internal publics

Macroenvironment
1. Demographic environment
Population size
Population growth rate
Age structure of the POP
Gender structure of the POP
Urbanization of China
2. Economic environment
Income
GDP
GDP per capita
Disposable income p.c.
Average wage
Saving
Marginal propensity to save
Deposit p.c.
Spending
Marginal propensity to consume
Engel coefficient
3. Natural environment
Shortages of raw materials
Increased pollution
Increased government intervention
4. Technological environment
It changes rapidly
New technologies create new markets and new opportunity , e.g. the Internet of
things
5. Political environment
Increasing legislation
Socially responsible behavior
6. Cultural environment
Persistence of Cultural Values
Shifts in Secondary Cultural Values

Chapter 5
Model of Consumer Behavior
MKT & other stimuli
MKT Other

Product Economic

Price Tech

Place Political

Promotion Cultural
Buyer’s black box


Buyer
characteristics
Buyer decision
process







→



Characteristics Affecting Consumer Behavior
1. Culture factors
Buyer response Culture
Product choice

Brand choice


Dealer choice



Purchase timing

Purchase amount
Subculture
Social Class


2. Social factors


Groups


—Opinion leader

—Person within a reference group who exerts social influence
on others

Family
Social roles and status
3. Personal factors
Age and life cycle
Occupation
Economic situation
Lifestyle
Personality and self-concept
4. Psychological factors
Motivation
Perception
Learning
Beliefs and attitudes

Types of Buying Decision Behavior
Involvement

H
H
Complex BB
L

Variety-seeking BB



Brand
Difference

L Dissonance-reducing Habitual BB
BB



Chapter 6
Evaluating Market Segments
In evaluating different market segments, a firm must look at three factors:
-segment size and growth
-segment structural attractiveness
-According to Michael Porter, there are 5 forces influencing competition in an
industry:
Threat of new entrants
Threat of substitute products
Bargaining power of suppliers
Bargaining power of buyers
Rivalry among competitors
-company objectives and resources

Selecting Target Market Segments
Undifferentiated Marketing
A market- coverage strategy in which a

firm decides to ignore market segment
differences and go after the whole market with one offer.
No market segmentation
One product for all market
Differentiated Marketing
A market- coverage strategy in which a firm decides to target several market
segments and designs separate offers for each
One product for one segment
Concentrated Marketing
A market- coverage strategy in which a firm goes after a large share of one or a few
segments or niches
Only one product for only one segment
Micromarketing
The practice of tailoring products and marketing programs to the needs and wants
of specific individuals and local customer groups— includes local marketing and
individual marketing
Possible value propositions
More for More (MM)
More for the Same (MS)
More for Less (ML)
The Same for Less (SL)
Less for Much Less (LML)
Price

More
M S L

MM MS ML
Benefits


SL

LML

The Same
Less

Chapter 7
Levels of Product and Services
Core benefitproduct
It addresses the question what is the buyer really buying
?

Actual product
Features, design, quality level, brand name, and packaging
Augmented product
Additional consumer services and benefits, such as after-sale S., warranty,
installation, delivery and credit

Product Mix Decisions
Width: the number of PLs
Length: the total number of items
Depth: the number of versions offered of each product in the line
Consistency: how closely related the various PLs are in end use, production
requirements, distribution channels, or some other way

Requirements of brand name selection.
It should suggest something about the product's benefits and qualities.
It should be easy to pronounce, recognize, and remember.
The brand name should be distinctive.
It should be extendable.
The name should translate easily into foreign languages.

Brand development
Product category

Existing

Existing I
Line
New

II
Brand



Brand
name


extension extension

New

III

IV
Multibrands New brands





Chapter 8
Product Life-Cycle Strategies
Product Life-Cycle
The course of a product's sales and profits over its lifetime
It involves 4 distinct stages:
Introduction
Introduction is a period of slow sales growth.
Profits are nonexistent in this stage because of the heavy expenses of product
introduction.
Growth
Growth is a period of rapid market acceptance and increasing profits.
Maturity
Maturity is a period of slowdown in sales growth because the product has achieved
acceptance by most potential buyers.
Profits level off or decline because of increased marketing outlays to defend the
product against competition.
Decline
Decline is the period when sales fall off and profits drop.


Chapter 9
Cost- plus pricing
Adding a standard markup to the cost of the product
Markup Price = Unit Cost∕(1- Desired Return on Sales)

Types of Discount
Cash discount: a price reduction to buyers who pay their bills promptly
Quantity discount: a price reduction to buyers who buy large volumes
Functional discount (trade discount): offered by the seller to trade- channel
members who perform certain functions, such as selling, storing, and record
keeping.
Seasonal discount: a price reduction to buyers who buy merchandise or services
out of season.


Chapter 10
Functions of marketing channel
Information
Promotion
Contact
Matching
Negotiation
Physical distribution
Financing
Risk taking
Vertical Marketing Systems (VMS)
Corporate VMS
A VMS that combines successive stages of production and distribution under single
ownership —channel leadership is established through common ownership.
Contractual VMS
A VMS in which independent firms at different levels of production and
distribution join together through contracts to obtain more economies or sales
impact than they could achieve alone.
Franchise organizations
M-sponsored retailer F; Ford
M-sponsored wholesaler F; Coca-Cola
Service-firm-sponsored retailer F; KFC
Administered VMS
A VMS that coordinates successive stages of production and distribution, not
through common ownership or contractual ties, but through the size and power of
one of the parties

Chapter 11(书p275)
Stores based on product line
Specialty store
Department store
Supermarket
Convenience store
Superstore
Discount store
Off-price retailers

Chapter 12
Setting advertising objectives
Informative Advertising
Communicating customer value
Telling the market about a new product
Explaining how the product works
Suggesting new uses for a product
Informing the market of a price change
Describing available services
Correcting false impressions
Building a brand and company image
Persuasive Advertising
Building brand preference
Encouraging switching to your brand
Changing customer's perception of product attributes
Persuading customers to purchase now
Persuading customers to receive a sales call
Convincing customers to tell others about the brand
Reminder Advertising
Maintaining customer relationships
Reminding consumers that the product may be needed in the near future
Reminding consumers where to buy the product
Keeping the brand in customer's minds during off-seasons

Setting the Total Promotion Budget (advertising)(找不到。。。)
Affordable Method
Percentage-of-Sales Method
Competitive- Parity Method
Objective-and-Task Method

Public Relations functions
Press relations or press agency
Product publicity
Public affairs
Lobbying
Investor relations
Development

Chapter 13
Designing SF strategy and structure
SF Structure
Territorial SF structure
Product SF structure
Customer SF structure
Complex SF structure
SF Size
Workload approach

Chapter 14
Forms of Direct Marketing
Personal selling
Direct-mail marketing
Catalog marketing
Telephone marketing
Direct-response television marketing
Kiosk marketing
New digital direct marketing technologies
Online marketing