市场营销课程ppt考试要点整理.doc

考试范围：第9-20章题型：判断题20题 选择题 40题 缩写词解释10题 填图题10分 第九章1、 Steps in Strategic Brand Management：Identifying and establishing brand positioning；Planning and implementing brand marketing；Measuring and interpreting brand performance；Growing and sustaining brand value2、 Brand Knowledge：Thoughts、Feelings、Images、Experiences、Beliefs3、 BAV：brand asset valuator4、 BAV Key Components：Differentiation、Energy、Relevance、Esteem、Knowledge5、 6、Figure 9.5 Secondary Sources of Brand Knowledge7、 Measuring Brand Equity：Brand Audits、Brand Tracking、Brand Valuation8、第十章1、 Points-of-difference (PODs) Points-of-parity (POPs) 2、 Claims of Product Life Cycles：Products have a limited life；Product sales pass through distinct stages each with different challenges and opportunities；Profits rise and fall at different stages；Products require different strategies in each life cycle stage3、 Market Evolution Stages：Emergence-Growth-Maturity-Decline第十一章1、竞争的“五力”威胁：suppliers、potential entrants、industry competitors、substitutes、buyers2、other competitive strategies：market-challenger strategies；market-follower strategies；market-nicher strategies3、VAR：value-added reseller第十二章1、 Figure 12.2 Five Product Levels右图2、 产品分类：a、Durability and Tangibility：NondurableGoods、Durable goods、Services b、Consumer Goods Classification：Convenience、Shopping、Specialty、Unsought c、Industrial Goods Classification：Materials and parts、Capital items、Supplies/ business services3、 The Product Hierarchy由大范围到小：Need family-Product family-Product class-Product line-Product type-Item4、 Product Line Analysis：Core product、Staples、Specialties、Convenience items第十三章1、 How to Increase Quality Control：Invest in good hiring and training procedures；Standardize the service-performance process；Monitor customer satisfaction2、 Developing Brand Strategies for Services：Choosing Brand Elements、Establishing Image Dimensions、Devising Branding Strategy第十四章1、 Steps in Setting Price：Select the price objective、Determine demand、Estimate costs、Analyze competitor price mix、Select pricing method、Select final price2、 Price-Adaptation Strategies：Geographical Pricing、Discounts/Allowances、Promotional Pricing、Differentiated Pricing第十五章1、 Figure 15.2 Marketing Channel Flows：physical flow、title flow、payment flow、information flow、promotion flow2、 Consumer Marketing Channels Industrial Marketing Channels3、Channel-Management Decisions：Selecting channel members、Training channel members、Motivating channel members、Evaluating channel members、Modifying channel members4、VMS：ertical marketing systems分为Corporate VMS、Administered VMS、Contractual VMS第十六章1、 Figure 16.1 Retail Positioning Map右图2、 Retailers Marketing Decisions：Target market、Product assortment、Procurement、Prices、Services3、 Retail Category Management：Define the category、Figure out its role、Assess performance、Set goals、Choose the audience、Figure out tactics、Implement the plan第十七章1、IMC：integrated markeing communications2、Figure17.2 Elements in the Communications Process下图3、 AIDA：attention、interst、desire、action4、 Figure 17.4 Steps in Developing Effective Communications：Identify target audience、Determine objectives、Design communications、Select channels、Establish budget、Decide on media mix、Measure results/ manage IMC5、 Establish the Budget的方法：Affordable；Percentage-of-Sales；Competitive Parity；Objective-and-Task第十八章1、 Figure 18.1 The Five Ms of Advertising：mission、money、message、media、measurement2、 Advertising Objectives可分为：Informative advertising、Persuasive advertising、Reminder advertising、Reinforcement advertising3、 PLC：product life cycle4、 Factors to Consider in Setting an Advertising Budget：Stage in the product life cycle；Market share and consumer base；Competition and clutter；Advertising frequency；Product substitutability5、 Figure 18.3 Classification of Advertising Timing Patterns：concentrated、continuous、intermittent6、 四种份额Figure 18.4 Formula for Measuring Sales Impact of Advertising右图7、 Using Sales Promotions：Establish objectives、Select tools、Develop program、Pretest、Implement and control、Evaluate results8、 PR：public relation MPR：market public relation 9、 PR的steps：Establish objectives；Choose messages；Choose vehicles；Implement；Evaluate results第十九章1、 选择潜在客户的三个标准RFM ：Recency、Frequency、Monetary value2、 Figure 19.7 Managing the Sales Force：Recruiting, selecting；Training；Supervising；Motivating；Evaluating3、 Figure 19.8 Steps in Effective Selling：Prospecting/Qualifying；Preapproach；Approach；Presentation；Overcoming objections；Closing；Follow-up第二十章1、 Categories of New Products：Ne