营销 提纲(重要).docx

Revised Exam StructurePart A. 10 multiple Choice questions= 10 marksPart B. 4 Short Answer questions = 20 marksPart C. 2 extended long answers = 20 marks-Multi Choice/Short Answer Questions1. What is definition of Societal Marketing? Provide examples. (P3&7 Example in PPT,KFC,Mc)2. What attributes wohuld a Societal Orientated company demonstrate? (答案在例子中 P7)3. What is VALs and what are the 4 categories and 4 sub categories? (P88 VALS)4. What is the definition of (P88)Actualizes, Fulfilled,Achievers, Experienced YoungBelievers,Strivers, Makers,Strugglers,5. What categories is Market Segmentation divided into? (P84 why we do that)6. Define Geographic,Provide examples. (P87)选择看p83,简答看p87,887. Define Demographic,Provide examples.p878. Define Psychographic segmentation,Provide examples.(P88)9. Define benefit or usage,Provide examples 10. Values and Lifestyles belong to which Market Segment?11. What is Production orientated marketing?Give examples. (P6)12. What is Sales orientated marketing?Give examples. (p6)13. What is Marketing Orientation?Give examples. (P7)14. Define;(P28)Baby BoomerGeneration XGeneration Y15. Define Qualitative Market research, When is it used? (p155)16. Define Quantitative Market research, When is it used? (p155)17. What are examples of tangible and intangible benefits the customer will receive as part of the product strategy? (p112)18. What are examples of micro and macro marketing influences on a business? (p26)19. What is production orientation?Give examples.20. What is sales orientation? Give examples.21. What is marketing orientation? Give examples.22. What is social marketing orientation? Give examples.23. What is definition of Marketing? (p9)24. What is definition of Market Segmentation?25. What is Primary Data search and provide examples?(讲述什么时候用primary data)26. What is Secondary data and provide examples?27. What is definition of Marketing Research? And provide 5 examples of how a small business would collect data/information to assist with market research? 28. Provide examples of market research techniques to assist retail store, or small supermarket, or restaurant clothing store. 29. What are the 5 or more important steps to use to explore issues and activities for market research relating to medium to large business operator? 30. To help understand CUSTOMER BEHVOIUR what motivational aspects does Mazlows hierarchy describe?Why are these factors important to marketing?Give examples of how the marketing mix could be used for the 5 sectors.Part C Long Answers Question 1Part AWhat is the importance of market research?Part BList at least 6 reasons why business should use this approach?Question 2What is a market segment?Why is it beneficial to segment a market?Why do we use target marketing?Why is this useful to a business?What 6 steps to you use for target market strategy?Question 3Describe the process used to analysis the market place using, Undifferentiated Approach Market Segmentation Approach Concentrated Strategy Differentiation strategyProvide ex