《市場營銷基礎(chǔ)（雙語版）》課后參考答案 張希穎吳麗娟

Chapter1

1-5EBAEA6-10DDBCD11-15EACAD

16-20FTTFT

Chapter2

1-5BBBAC6-10ABACA11-15BCCAE

16-20TTFTF21-22TF

23.Countrieswithemergingmarketspresentgreatpotentialtointernationalfirms.Thesecountrieswithemergingmarketsthatareexpectedtohaveasuccessfuleconomyfutureshareanumberoftraits:highpoliticalstability,asoundcurrency,alowlevelofinflation,privatizationpoliciesthatreducegovernmentdeficit,createfirst-timeshareownerswhovoteforpro-businessconservativepoliciesanddiminishthepoweroftradeunions,policiesthatfacilitaterepatriationofdividendsandcapital,policiesthatareinlinewithinternationalaccountingstandards,opendisclosureofdirectors'interests,policiesthatstressregularreportingofearningsandsalesfigures,asoundandcomprehensivesystemofcorporatelaw,aliquidandwell-tradedsecuritiesmarketreflectingfairprices,ahighsavingsrate,stronggovernmentsupportforinternationalization,apeoplecharacterizedbyintegrity,astrongworkethic,andrespectforthelaw.

24.Sstandsforstrength;Wstandsforweakness;Ostandsforopportunity;Tstandsforthreats.

25.Geologyandtheshortageofnaturalresources;HydrologyandeconomicdevelopmenttopographyandaccesstoMarkets;climate.

Chapter3

1-5CACDA6-10BDDCD11-15EEDEA

16-21TTTFTF

22.Marketingenvironmentisconstantlychanging,Marketingmanagersneedtoconstantlymonitorthedifferentforcesaffectingtheirinternationaloperations.Marketinginformation,whichshouldconstitutesabasisforanexecutiveaction,mustbetakenintoconsiderationtoimprovethechancesofsuccessinacomplexglobalenvironment.

23.Marketingresearchsystemconsistsof:researchofindustrymarketcharacteristicsandmarkettrends,productresearch,distributionresearch,buyerbehaviorresearch,pricingresearch,promotionresearch.

24.Definingtheresearchproblemandresearchobjectives,Developingtheresearchplan,Decidingoninformationsources,interpretingdatacollected,Solvingtheproblem.

25.Thedatacollectedtoaddresstheproblemathandsisknownasprimarydata,collectedeitherbythecompanyitself(internal)orbysomeotherfirmoragency(external)iscalledsecondarydata.

26.Definingtheresearchproblemandresearchobjectives,Developingtheresearchplan,Decidingoninformationsources,interpretingdatacollected,Solvingtheproblem.

27.Datacollectedeitherbythecompanyitself(internal)orbysomeotherfirmoragency(external)iscalledsecondarydata.

28.Weshouldpayattentiontobothmacro-environmentandmicro-environment.(listsomefactorsinfluencingthetwomentionedenvironments).

Chapter4

1-5CDAAE6-10CDDBC11-15ACDBD16B

17.Usepriceandsalespromotionstopromotebuying,addproductfeaturesorenhancementstodifferentiatetheirbrandsfromtherestofthepackandraiseinvolvement.,Adrepetition.Firstcarefullychooseyouradsmedia,trytoreachyourtargetcustomer.Andtrytomakecustomersinterested.

19.Themarketer’safter-salecommunicationsshouldprovideevidenceandsupporttohelpconsumersfeelgoodabouttheirbrandchoices.

20.Peoplehaveattitudesregardingreligion,politics,clothes,music,food,andalmosteverythingelse.Attitudedescribesaperson’srelativelyconsistentevaluations,feelings,andtendenciestowardanobjectoridea.

Chapter5

1-5CABAC6-10BEBBA11-15ACACD

16.Companiestodayrecognizethattheycannotappealtoallbuyersinthemarketplace—oratleastnottoallbuyersinthesameway.Buyersaretoonumerous,widelyscattered,andvariedintheirneedsandbuyingpractices.Moreover,thecompaniesthemselvesvarywidelyintheirabilitiestoservedifferentsegmentsofthemarket.

17.Aproduct’spositionisthewaytheproductisdefinedbyconsumersonimportantattributes—theplacetheproductoccupiesinconsumers’mindsrelativetocompetingproducts.Productsaremadeinfactories,butbrandshappeninthemindsofconsumers.Consumersareoverloadedwithinformationaboutproductsandservices.Theycannotreevaluateproductseverytimetheymakeabuyingdecision.Consumerspositionproductswithorwithoutthehelpofmarketers;Butmarketersdonotwanttoleavetheirproducts’positionstochance.Theymustplanpositionsthatwillgivetheirproductsthegreatestadvantageinselectedtargetmarkets.

18.Marketsconsistofbuyers,andbuyersdifferinoneormoreways.Theymaydifferintheirwants,resources,locations,buyingattitudesandbuyingpractices.Thereisnosinglewaytosegmentamarket.Amarketerhastotrydifferentsegmentationvariables,aloneandincombination.

19.(1)GeographicSegmentation;(2)ServicesDifferentiation,MorefortheSamepositioning.(3)MorefortheSamepositioning(4)Statewhatthesociallyresponsibletargetmarketing.

Chapter6

1-5CDBAB6-10DBABB11-15BCEAE16-20BDDCD

21-26TTTTFT

Task

1.Safety,reliability,maintenance,convenient,efficiency.

2.Flexibilitytoproduce,therewillbechangesrelatingtobothlimitingcarbonemissionsandincreasingenergy.

3.Promotioncanhelpmakethelaunchsuccessful.

4.Growthandmaturitystage

Chapter7

1-5AADBD6-10DBDBE11-14AEBB

15-20TFTFFF

Chapter8

1-5BDEDC6-10DCDCA11C

12.Customerperceptionsofvalue;Value-basedpricing;Good-valuepricing;Value-addedpricing;

13.Four:purecompetitionmarket,monopolisticcompetition,oligopolisticcompetition,puremonopoly;oligopolisticcompetition

14.Marketskimmingmakessenseonlyundercertainconditions.First,theproduct’s

qualityandimagemustleadcustomerstohaveapositiveperceptionofitsvalueagainst

suchahighpricethattheywillaccepttheproductatthatprice.Second,thecostsof

producingasmallervolumecannotbesohighthattheycanceltheadvantageofchargingmore.Finally,competitorsshouldnotbeabletoenterthemarketeasilyandundercutthehighprice.

15.First,howdoesthecompany’smarketofferingcomparewithcompetitors’offeringsintermsofcustomervalue?Second,howstrongarecurrentcompetitorsandwhataretheircurrentpricingstrategies?

16.Productlinepricing,optional-productpricing,captive-productpricing,by-productpricing,andproductbundlepricing.

17.Inusingpsychologicalpricing,sellerstakeintoconsiderationthepsychologyofpricesandnotsimplytheeconomics.Companiescanstrategicallyexertinfluenceonconsumers’psychologyoruseconsumers’referencepriceswhensettingprice;referencepricesarepricesthatconsumershaveintheirmindsandusethemasreferencewhenexaminingagivenoffer.

18.FOB-originpricing:thegoodsareplacedfreeonboard;Uniform-deliveredpricing:thecompanysetsthesamepriceincludingfreighttoallcustomers,regardlessoftheirlocation;freight-absorptionpricing:sellerabsorbsallorpartoftheactualfreightchargestogetthedesiredbusiness.

19.Economicconditions,competitivesituations,lawsandregulations,anddevelopment

ofthewholesalingandretailingsystem.

20.Theywanttodominatethemarketthroughlowercostsorreducepricestopromotesalesandshare.

Chapter9

1-5EAECA6-10ACDAE

11-15First,buyersthemselvesarechanging.;Second,marketingstrategiesarechanging;Finally,changesincommunicationstechnologyarecausingstrikingchangesinthewaysinwhichproducersandcustomerscommunicatewitheachother.

12.IdentifyingtheTargetAudience;DeterminingtheCommunicationObjectives;DesigningaMessage;ChoosingMedia;SelectingtheMessageSource;CollectingFeedback;

13.Costandeffectiveness.(Eachpromotiontoolhasitsowncharacteristicsandcosts.)

14.Newproductsnormallyneedbigadvertisingbudgetstobuildawarenessandgainconsumertrial,andsoon.Incontrast,maturebrandsusuallyrequirelowerbudgetsasaratiotosales.

15.Startwithcustomers.Identifyallcustomertouchpointsforthecompanyanditsbrands.Worktoensurethatcommunicationsateachtouchpointareconsistentwiththeoverallcommunicationsstrategyandthatcommunicationseffortsareoccurringwhen,where,andhowcustomerswantthem;Analyzetrends—internalandexternal—thatcanaffectthecompany’sabilitytodobusiness.Lookforareaswherecommunicationscanhelpthemost.Determinethestrengthsandweaknessesofeachcommunicationsfunction.Developacombinationofpromotionalstrategiesbasedonstrengthsandweaknesses;Auditthepocketsofcommunicationsspendingthroughouttheorganization.Itemizethecommunicationsbudgetsandtasksandconsolidatetheseintoasinglebudgetingprocess;Reassessallcommunicationsexpendituresbyproduct,promotionaltool,stageofthelife-cycle,andobservedeffect,etc.

16.Mediaplannersmustcomputethecostperthousandpersonsreachedbyavehicle;Themediaplannermustalsoconsiderthecostsofproducingadsfordifferentmedia.

17.DesigningSalesForceStrategyandStructure;RecruitingandSelectingSalespeople;TrainingSalespeop