制卧价贸易大学 营销学原理 Exercises and Discussion 《营销学原理》作业习题 Session1 Overview of Marketing and Marketing Management第一讲 Text:Chapter1第一章 L.Marketing Applications:应用题 Companies can apply the marketing concept on their Web sites by including features that are important to their customers and prospects.At the least,Web users want to know about product benefits and where they can by products.However,sites that give users something beyond product descriptions create additional customer value and build long-term relationships.Many sites target specific customer segments by focusing on languages,age,gender or technical understanding.Finally,an important sign of customer orientation is having an e-mail address that is easy to remember,use,and communicate to the consumer.Evaluate the following Web site based on its apparent attention to the marketing concept www.apple.com. a.What ids the most important benefit stressed at this site? b.What new product did you find?Which one(s)did you find most interesting? c.To what extent does the site apply the marketing concept?Explain. d.Should anything be added to the site?Explain. e.How does Apple attempt to build relationships with Web site visitors?What "connections"is Apple attempting to make? IL.Issues for Discussion:讨论题 1.What has happened to Qinchi()in the following case? 2.Which marketing philosophy did the management take when Qinchi made its fame? What was the consequence of it? 3.What lesson can you draw out of it? (背景：昔日广告“标王”盛名不再，秦池酒厂要整体出售) Session2 Environment and Opportunities第二讲 Text:Chapter3第三章 I.Marketing Applications::应用题 When Stanford University graduate student Jerry Yang and David Filo developed Yahoo!,the had little idea how far their revolutionary concept would go.Their original concept was to make"wasting on the Internet easier".Commercial application came later.Today,more Internet users recognize the name Yahoo!than recognize Microsoft.One of the reasons for Yahoo!'s popularity is its focus on people's tastes rather than on just delivering information or access to every Web site possible.Yahoo!has become a full-blown package of information and services relating to health,real estate,finance,news, personalization,travel,and shopping.The major challenge now facing Yahoo!is how to convince corporate America that Yahoo!constitutes an effective advertising media.Primary future challenges will 第1页共12页
营销学原理 Exercises and Discussion 《营销学原理》作业习题 Session 1 Overview of Marketing and Marketing Management 第一讲 Text: Chapter 1第一章 I. Marketing Applications: 应用题 Companies can apply the marketing concept on their Web sites by including features that are important to their customers and prospects. At the least, Web users want to know about product benefits and where they can by products. However, sites that give users something beyond product descriptions create additional customer value and build long—term relationships. Many sites target specific customer segments by focusing on languages, age, gender or technical understanding. Finally, an important sign of customer orientation is having an e-mail address that is easy to remember, use, and communicate to the consumer. Evaluate the following Web site based on its apparent attention to the marketing concept :www.apple.com. a. What ids the most important benefit stressed at this site? b. What new product did you find? Which one(s) did you find most interesting? c. To what extent does the site apply the marketing concept? Explain. d. Should anything be added to the site? Explain. e. How does Apple attempt to build relationships with Web site visitors? What “connections” is Apple attempting to make? II. Issues for Discussion: 讨论题 1. What has happened to Qinchi(秦池) in the following case? 2. Which marketing philosophy did the management take when Qinchi made its fame? What was the consequence of it? 3. What lesson can you draw out of it? (背景：昔日广告“标王”盛名不再，秦池酒厂要整体出售) Session 2 Environment and Opportunities 第二讲 Text: Chapter 3第三章 I. Marketing Applications: 应用题 When Stanford University graduate student Jerry Yang and David Filo developed Yahoo!, the had little idea how far their revolutionary concept would go. Their original concept was to make “wasting on the Internet easier”. Commercial application came later. Today, more Internet users recognize the name Yahoo! than recognize Microsoft. One of the reasons for Yahoo!’s popularity is its focus on people’s tastes rather than on just delivering information or access to every Web site possible. Yahoo! has become a full-blown package of information and services relating to health, real estate, finance, news, personalization, travel, and shopping. The major challenge now facing Yahoo! is how to convince corporate America that Yahoo! constitutes an effective advertising media. Primary future challenges will 第1页 共12页
”制卧份贸易大兰 营销学原理 come from America Online and Microsoft. a.How will a portal site like Yahoo!Affect a marketing company's technical environments? b.Suppose you are a marketing manager for a company that makes and sell consumer electronics products.After visiting Yahoo!at www.yahoo.com and competing sites,access Yahoo!as an advertising media for you product.What types of ads would you consider placing on such a site? c.Given the rapid pace of change in the Internet environment,how do you think Yahoo!will fair in the future?Which environmental issues seem most critical to Yahoo!'s success?If you were the marketing manager of Yahoo!,what strategic alliances would you investigate? L.Issues for Discussion:讨论题 1.What threats have Chinese textile manufacturers and traders have been faced with since China entered WTO? 2.Find a case story showing a particular company that has well turned the threats to opportunities,and state the factors to its success. L.Case Analysis:分析题 《中国收获机械（集团）公司、英特尔公司》(《当代营销学案例集》) Session3 Consumer Buying Behavior第三讲 Text:Chapter5第五章 I.Marketing Applications: SRI has categorized Internet users according to iVALS segments,a VALS typology designed for Net users.Companies that market on the Web can use the information to develop their appeals,strategies, and promotions.The concept is that the consumers purchases are shapes by the interplay of their psychological,physical,demographic,and material resources.Visit SRI at www.future.com and follow the links to the iVALS questionnaire.Complete the survey to determine your iVALS type. Answer the following question: a.What is your iVALS type?Do you agree with the assessment?Why or why not? b.How do iVALS segments differ from the iVALS segments discussed in this chapter? c.How can marketers use iVALS information to service consumers better?Name five types of products or services for which iVALS information would be particularly useful.Explain. d.How would advertisers use iVALS or VALS information to communicate better with consumers. Find three advertising examples from Web sites or current magazines that might be designed around iVALS or VALS segments .Explain you reasoning. e.After having read marketing Highlight5.1,compare the iVALS approach to the Technographics scheme presented in the Highlight.Which do you prefer?Why? L.Issues for Discussion:讨论题 1.Which age-group,to your mind,is the major segment of Chinese cell-phone market? 2.Which first three attributes do Chinese college students are after in selecting cell-phone models? 3.Observe and describe the buying process of the college students,pointing out some helpful implications to the cell-phone marketers. L.Case Analysis::案例分析 "The Newest Avon Lady--Barbie".Principles of Marketing 9 ed. IV.Quiz1(for Sessions1-3)阅读测试 第2页共12页
营销学原理 come from America Online and Microsoft. a. How will a portal site like Yahoo! Affect a marketing company’s technical environments? b. Suppose you are a marketing manager for a company that makes and sell consumer electronics products. After visiting Yahoo! at www.yahoo.com and competing sites, access Yahoo! as an advertising media for you product. What types of ads would you consider placing on such a site? c. Given the rapid pace of change in the Internet environment, how do you think Yahoo! will fair in the future? Which environmental issues seem most critical to Yahoo!’s success? If you were the marketing manager of Yahoo!, what strategic alliances would you investigate? II. Issues for Discussion: 讨论题 1. What threats have Chinese textile manufacturers and traders have been faced with since China entered WTO? 2. Find a case story showing a particular company that has well turned the threats to opportunities, and state the factors to its success. III. Case Analysis: 分析题 《中国收获机械（集团）公司、英特尔公司》（《当代营销学案例集》） Session 3 Consumer Buying Behavior 第三讲 Text: Chapter 5 第五章 I. Marketing Applications: SRI has categorized Internet users according to iVALS segments, a VALS typology designed for Net users. Companies that market on the Web can use the information to develop their appeals, strategies, and promotions. The concept is that the consumers purchases are shapes by the interplay of their psychological, physical, demographic, and material resources. Visit SRI at www.future.com and follow the links to the iVALS questionnaire. Complete the survey to determine your iVALS type. Answer the following question: a. What is your iVALS type? Do you agree with the assessment? Why or why not? b. How do iVALS segments differ from the iVALS segments discussed in this chapter? c. How can marketers use iVALS information to service consumers better? Name five types of products or services for which iVALS information would be particularly useful. Explain. d. How would advertisers use iVALS or VALS information to communicate better with consumers. Find three advertising examples from Web sites or current magazines that might be designed around iVALS or VALS segments .Explain you reasoning. e. After having read marketing Highlight5.1,compare the iVALS approach to the Technographics scheme presented in the Highlight. Which do you prefer? Why? II. Issues for Discussion: 讨论题 1. Which age-group, to your mind, is the major segment of Chinese cell-phone market? 2. Which first three attributes do Chinese college students are after in selecting cell-phone models? 3. Observe and describe the buying process of the college students, pointing out some helpful implications to the cell-phone marketers. III. Case Analysis: 案例分析 “The Newest Avon Lady--Barbie”, Principles of Marketing 9th ed. IV. Quiz 1 (for Sessions 1-3) 阅读测试 第2页 共12页
”制卧爱分货易+学 营销学原理 Session4 Business Buying Behavior第四讲 Text:Chapter 6 L.Marketing Applications::应用题 Many companies now use outside suppliers to produce raw materials or parts instead of producing these components themselves.In the extreme,companies such as Dell Computer own no production facilities and have suppliers make everything to order.This type of company has been nicknamed"virtual corporation”. a.Do you think that buyers and suppliers are likely to be more cooperative or more adversarial in this type of corporate structure? b.List the advantages and disadvantages this sort of supplier relationship for both the buyer and the supplier. c.Explain how the supplier search process might work in the Dell "virtual corporation"example? d.Go to the Dell Web site at www.dell.com and review the information on the company.What can you determine about the "outside"parts that are contained in the Dell computer-for example,the processor,monitor,or CPU itself.Do buyers know which components are original Dell parts and which are not?Would this be of concern to potential buyers? e.In such a situation,what would be the most important consideration in supplier selections? L.Issues for Discussion:讨论题 1.Why is relationship marketing more important to the B2B than to the B2C players? 2.What's the business model of Alibaba.com? 3.How come Alibaba has succeeded in its e-hub? Ⅲ.Case Analysis:案例分析 《西斯尔石膏板厂》(《当代营销学案例集》) Session5 Marketing Information System and Marketing Research第五讲 Text:Chapter 4 L.Marketing Applications::应用题 The Internet provides a unique means for targeting minority market segments and gathering information about their preference.All of the following sites are available to assist companies in their minority marketing and research efforts:www.minority.net.-a large business to business e-commerce mall:www.twmall.com-a large Asian American mall that does business in several languages,www.collard-cards.com-this site sells greeting cards and cookbooks featuring upbeats black images;and www.demographics .com-a site that explores various demographic segments and trends that affect them. a.What seems to be the potential of marketing to minorities via the Internet? b.What the unique features of the above sites might assist marketers wishing to reach minority markets? c.Using the American Demographics Web site(www.demographics.com),determine the potential size of the African American,Hispanic American,and Asia American Web-user markets.What other information about these important minorities can you find readily? d.Using information from your research,develop a brief marketing plan for FUBU clothing(www.fubu.com),an African American clothing manufacturer,to expand beyond its current 第3页共12页
营销学原理 Session 4 Business Buying Behavior 第四讲 Text: Chapter 6 I. Marketing Applications: 应用题 Many companies now use outside suppliers to produce raw materials or parts instead of producing these components themselves. In the extreme, companies such as Dell Computer own no production facilities and have suppliers make everything to order. This type of company has been nicknamed “virtual corporation”. a. Do you think that buyers and suppliers are likely to be more cooperative or more adversarial in this type of corporate structure? b. List the advantages and disadvantages this sort of supplier relationship for both the buyer and the supplier. c. Explain how the supplier search process might work in the Dell “virtual corporation” example? d. Go to the Dell Web site at www.dell.com and review the information on the company. What can you determine about the “outside” parts that are contained in the Dell computer—for example, the processor, monitor, or CPU itself. Do buyers know which components are original Dell parts and which are not? Would this be of concern to potential buyers? e. In such a situation, what would be the most important consideration in supplier selections? II. Issues for Discussion: 讨论题 1. Why is relationship marketing more important to the B2B than to the B2C players? 2. What’s the business model of Alibaba.com? 3. How come Alibaba has succeeded in its e-hub? III. Case Analysis: 案例分析 《西斯尔石膏板厂》（《当代营销学案例集》） Session 5 Marketing Information System and Marketing Research 第五讲 Text: Chapter 4 I. Marketing Applications: 应用题 The Internet provides a unique means for targeting minority market segments and gathering information about their preference. All of the following sites are available to assist companies in their minority marketing and research efforts:www.minority.net.—a large business to business e-commerce mall;www.twmall.com –a large Asian American mall that does business in several languages;www.collard-cards.com—this site sells greeting cards and cookbooks featuring upbeats black images; and www.demographics .com—a site that explores various demographic segments and trends that affect them. a. What seems to be the potential of marketing to minorities via the Internet? b. What the unique features of the above sites might assist marketers wishing to reach minority markets? c. Using the American Demographics Web site(www.demographics.com),determine the potential size of the African American, Hispanic American, and Asia American Web—user markets. What other information about these important minorities can you find readily? d. Using information from your research, develop a brief marketing plan for FUBU clothing(www.fubu.com), an African American clothing manufacturer, to expand beyond its current 第3页 共12页
制卧爱分贸易土学 营销学原理 ethnic marketing approach. L.Issues for Discussion:讨论题 1.If we want to find out whether the electric bicycle has a potential demand in Beijing, Shanghai and Guangzhou,what secondary and primary data do we need? And how to get it? 2.If you are commissioned by Group to survey awareness of and preference to the brand names of its washing machine,“容声”and“科龙”in China,how would you define the (sample)population?In what way would you draw the sample? III.Case Analysis:案例分析 "Enterprise Rent-a-car:Measuring Service Quality",Principles of Marketing 9th ed. Session6 Measuring and Forecasting Market Demand第六讲 Text:Chapter 4,Appendix 1 L.Marketing Applications:应用题 1.Look at your school's schedule of classes for the coming semester.Examine the course offerings in your major area and try to predict which courses will have low,medium,and high demand.What factors do you think affect demand for courses?If a new course were offered,what information would you want to know in order to predict the level of demand for it? 2.假设江苏省的个人可支配收入(yi)占全国的0.4239号；该省的零售额(x1)占全国 的0.5167号；该省的人口(pi)是全国人口的0.5618号。这三类数据的权重分别为0.5， 0.2,0.3。假设每年全国羊毛衫销售潜量是1200亿元，去年雪莲牌羊毛衫在江苏省的总 销售额是3260万元，占全国市场的份额约为3号。请计算江苏省地区购买力指数，并回答雪 莲牌羊毛衫在江苏省所占的市场份额是否高于其全国市场份额。 II.Case Analysis:案例分析 "Genentech:Forecasting Euphoria",Principles of Marketing 6th ed.pp. Session7 Strategic Planning and Marketing Process第七讲 Text:Chapter 2 L.Marketing Applications:应用题 For more than a decade,such notable companies as Nike,Reebok,Adidas,New Balance,Puma,and Converse have been fighting a no-holds-barred battle in what has come to be known as the Sneaker Wars.Visit these firms at their respective Web sites at www.nike.com,www.reebok.com, www.adidas.com,www.newbalance.com,www.puma.com,and www.converseshoes.com.As a future marketing strategist,answer the following questions": a.Which firm is the market leader?Which are market challengers,market followers,and market nicher? Explain. b.Critique the various Web sites.Do the sites match your assessments of industry positions?Why or why not? c.Assume the position of one of the marketing challengers.Design a strategy for overtaking the market leader.Be specific in your suggestions. d Assume the position of a market nicher and design a strategy for expanding your business without drawing attacks from your strong rivals. 第4页共12页
营销学原理 ethnic marketing approach. II. Issues for Discussion: 讨论题 1. If we want to find out whether the electric bicycle has a potential demand in Beijing, Shanghai and Guangzhou, what secondary and primary data do we need? And how to get it? 2. If you are commissioned by 科龙 Group to survey awareness of and preference to the brand names of its washing machine, “容声” and “科龙” in China, how would you define the (sample) population? In what way would you draw the sample? III. Case Analysis: 案例分析 “Enterprise Rent-a-car: Measuring Service Quality”，Principles of Marketing 9th ed. Session 6 Measuring and Forecasting Market Demand 第六讲 Text: Chapter 4, Appendix 1 I. Marketing Applications: 应用题 1. Look at your school’s schedule of classes for the coming semester. Examine the course offerings in your major area and try to predict which courses will have low, medium, and high demand. What factors do you think affect demand for courses? If a new course were offered, what information would you want to know in order to predict the level of demand for it? 2. 假设江苏省的个人可支配收入 ( yi )占全国的0.4239%; 该省的零售额 ( ri )占全国 的0.5167%; 该省的人口( pi )是全国人口的0.5618%。这三类数据的权重分别为0.5, 0.2, 0.3。假设每年全国羊毛衫销售潜量是1200亿元，去年雪莲牌羊毛衫在江苏省的总 销售额是3260万元，占全国市场的份额约为3%。请计算江苏省地区购买力指数，并回答雪 莲牌羊毛衫在江苏省所占的市场份额是否高于其全国市场份额。 II. Case Analysis: 案例分析 “Genentech: Forecasting Euphoria”，Principles of Marketing 6th ed. pp. Session 7 Strategic Planning and Marketing Process 第七讲 Text: Chapter 2 I. Marketing Applications: 应用题 For more than a decade, such notable companies as Nike, Reebok, Adidas, New Balance, Puma, and Converse have been fighting a no—holds—barred battle in what has come to be known as the Sneaker Wars . Visit these firms at their respective Web sites at www.nike.com, www.reebok.com, www.adidas.com, www.newbalance.com, www.puma.com ,and www.converseshoes.com. As a future marketing strategist, answer the following questions”: a. Which firm is the market leader? Which are market challengers, market followers, and market nicher? Explain. b. Critique the various Web sites. Do the sites match your assessments of industry positions? Why or why not? c. Assume the position of one of the marketing challengers. Design a strategy for overtaking the market leader. Be specific in your suggestions. d. Assume the position of a market nicher and design a strategy for expanding your business without drawing attacks from your strong rivals. 第4页 共12页
制卧份贸易大兰 营销学原理 e.Select a market nicher.Now might this nicher improve its Web site?Be specific. L.Issues for Discussion:讨论题 1.What's the position of business portfolio analysis as related to the planning of marketing mix? 2.How do you evaluate the diversification of many Chinese home appliance companies into the computer industry in the early 2000's? 3.To predict for the outcome of力帆、波导、小天鹅's entry into automobile industry,what key factors or information do you need to know? L.Case Analysis:案例分析 1.《英特尔公司》(《当代营销学案例集》) 2.《中国收获机械集团公司》(《当代营销学案例集》) IV.Quiz2(for Sessions4-7)阅读测试 Session8 Market Segmentation,.Targeting,,and Positioning第八讲 Text:Chapter 7 L.Marketing Applications:应用题 "Tweens"-youths ages Sto 14-face pressures to grow up quickly.Research shows that the tweens are among the most targeted youth groups by today's marketers.They surround themselves with computers,electronic gadgets,music,clothing,magazines,and other gear that expresses their lifestyle.How do marketers reach this important group?Firms such as Nike,Gap,Sony,Pwpsi, and Cover Girl have managed to strike the right notes.Primary influences on the tweens and their $12 billion in annual spending includes friends,television and movies,and entertainment and sports idols.Such spending has commanded the attention of both traditional and Internet matrketers.To learn more about marketing to tweens,visit following Web sites:Gap-www.gap.com,Tommy Hilfget-www.tommy.com,Delia's-www.delia's.com,the limited Too-www.limitestoo.com,and Nintendo-wwww.nintendo.com. a.Using these and other data sources,profile the tweens market segment. b.How do companies appear to be marketing toward this segment? c.What strategies seem most popular with the Web sites mentioned above? d Choose a company that currently markets to older youths and young adults.Explain how this company might go about attracting tweens to its products. e. What types of social responsibility issues might be encounters by a company targeting this group? L.Issues for Discussion:讨论题 1.Applying the relevant principles,please evaluate the targeting and positioning strategies of Haier,TCL,Lenovo for their major products. 2.What do you think of the positioning strategy of"Brain Platina”(脑百金)？ L.Case Analysis:案例分析 "RJR'Eclipse:Rising from Premier's Ashes",Principles of Marketing 9th ed. Session9 Market Plan Implementation and Control第九讲 Text:Chapter 2,Appendix 2 L.Marketing Applications:应用题 第5页共12页
营销学原理 e. Select a market nicher. Now might this nicher improve its Web site? Be specific. II. Issues for Discussion: 讨论题 1. What’s the position of business portfolio analysis as related to the planning of marketing mix? 2. How do you evaluate the diversification of many Chinese home appliance companies into the computer industry in the early 2000’s ? 3. To predict for the outcome of 力帆、波导、小天鹅’s entry into automobile industry，what key factors or information do you need to know? III. Case Analysis: 案例分析 1.《英特尔公司》（《当代营销学案例集》） 2.《中国收获机械集团公司》（《当代营销学案例集》） IV. Quiz 2 (for Sessions 4-7) 阅读测试 Session 8 Market Segmentation, Targeting, and Positioning 第八讲 Text: Chapter 7 I. Marketing Applications: 应用题 “Tweens”—youths ages 8to 14—face pressures to grow up quickly. Research shows that the tweens are among the most targeted youth groups by today’s marketers. They surround themselves with computers, electronic gadgets, music, clothing, magazines, and other gear that expresses their lifestyle. How do marketers reach this important group? Firms such as Nike, Gap, Sony, Pwpsi, and Cover Girl have managed to strike the right notes. Primary influences on the tweens and their $12 billion in annual spending includes friends, television and movies, and entertainment and sports idols. Such spending has commanded the attention of both traditional and Internet matrketers. To learn more about marketing to tweens, visit following Web sites:Gap—www.gap.com, Tommy Hilfget—www.tommy.com, Delia’s—www.delia’s.com, the limited Too—www.limitestoo.com, and Nintendo—wwww.nintendo.com. a. Using these and other data sources, profile the tweens market segment. b. How do companies appear to be marketing toward this segment? c. What strategies seem most popular with the Web sites mentioned above? d. Choose a company that currently markets to older youths and young adults. Explain how this company might go about attracting tweens to its products. e. What types of social responsibility issues might be encounters by a company targeting this group? II. Issues for Discussion: 讨论题 1. Applying the relevant principles, please evaluate the targeting and positioning strategies of Haier, TCL, Lenovo for their major products. 2. What do you think of the positioning strategy of “Brain Platina”(脑百金)？ III. Case Analysis: 案例分析 “ RJR’ Eclipse: Rising from Premier’s Ashes”, Principles of Marketing 9th ed. Session 9 Market Plan Implementation and Control 第九讲 Text: Chapter 2，Appendix 2 I. Marketing Applications: 应用题 第5页 共12页