高级经理培训课程全套PYMREVUE

1、PENETRATING YOUR MARKETSTransmittal Form for Comprehensive ReviewNameTitleAddressCityState or ProvincePostalZoneDateUnit DueDateSubmittedWhen you have finished this unit, send the completed projectswith this transmittal form to the trainer designated by your company.(For Home or Head Office Use Only

2、)DateReceivedDateReviewedDateReturnedCommentsEvaluationSignatureOther RemarksBy (Signature)DatePenetrating Your MarketsComprehensive ReviewComplete the following review without referring to material in this module. When you have finished, make arrangements to check your responses with your trainer a

3、t your next session or send this review test to your trainer for his or her review.1.There are 10 important marketing factors that you can alter and redirect depending on the type of market that you want to penetrate. These become the basis for your marketing plan. Each of these 10 factors is listed

4、 below. Explain what action you would take in each area if you were planning to penetrate the dentist market.a.Office philosophyb.Product developmentc.Pricingd.Sales systemse.Advertisingf.Promotiong.Office locationh.Use of technologyi.Organization of personnelj.Management systems2.Good fact-finding

5、is an essential first step in developing an effective market plan. It should cover at least three areas. For each of the areas listed below, write out the type of information you would like to gather.a.Personnelb.Products and servicesc.Existing and potential markets3.In addition to building on your

6、existing markets, you will want to identify additional market segments that have good market potential. How do you plan to obtain information about the marketplace in the future?4.Describe the various sources of recruits that you would use if you were looking for a sales representative who would be

7、compatible with the dentist market.5.Explain how you would use the steps of the selection system to determine the suitability of a candidate to work with dentists.a.Initial screeningb.Fact-finding interviewc.Precontract orientationd.Additional informatione.Evaluating the candidate6.Describe how you

8、would apply the DOME planning process to training a sales representative for the dentist market.a.Diagnosisb.Objectivesc.Methodsd.Evaluation7.The three ways to evaluate individual performance on the job are listed below. Explain how you would use each of these to monitor the performance of a sales r

9、epresentative working in the dentist market.a.Personal observationb.Interviewsc.Records8.Describe the status of your own field sales office concerning market segmentation and penetration. What do you feel would be the most effective strategy to use in implementing the marketing approach?9.Discuss th

10、e ways in which you feel that the marketing approach can help you on the job.CHECK YOURSELFANSWERSUNIT 1Review1.a-2; b-l; c-l; d-2; e-l; f-l2.A market is a group of people with common characteristics and common needs for a product.3.The statement is true. While people in general markets may be in th

11、e same broad field, they do not have the interaction and familiarity with each other as those in a specific market.4.a.social groupsb.language, cultural and ethnic groups,c.special needs groups5.special needs6.a.Sizeb.Geographic concentrationc.Approachabilityd.Responsibilitye.Compatibility7.Response

12、s a, b, and e are correct. Responses c and d are probably too small, while response f is too large and should be divided into specific groups; i.e., engineers, sales force, etc.8.A responsible market is composed of people who are desirable customers for your company. They are people who are likely t

13、o keep their purchases in force people with an adequate income and a stable family situation.9.a.Diagnosis Assess the present situationb.Objectives Establish specific marketing objectivesc.Methods Identify the specific means or methods needed to achieve objectivesd.Evaluation Check results against o

14、bjectives10.a.Office philosophyb.Pricingc.Advertisingd.Office locatione.Management systems11.Your response should include the following questions: What advertising programs have I used and which ones are most effective for my field sales office? Do I use local newspaper ads or do I rely on advertisi

15、ng in specific market-oriented journals or newsletters? What effect will greater market segmentation have on my advertising program?12.production and sales representative retentionCHECK YOURSELFANSWERSUNIT 2Review1.a.Personnelb.Products and servicesc.Existing and potential markets2.Their strengths a

16、nd weaknesses, likes and dislikes, contacts, experiences, etc., can lead to uncovering market opportunities or to a decision not to penetrate a particular market.3.The statement is false. The background and experience of the support staff can also help to identify potential markets or can provide en

17、tree to these markets.4.The educational experiences might lead to a specific market in which to specialize.5.Previous employment6.Their marketing advantages and disadvantages7.It might be an excellent product, but you could be at a disadvantage if you do not have the administrative systems to suppor

18、t it.8.a.Existing markets Consider the strengths and weaknesses of the sales office.b.Marketplace Identify additional market segments that have good potential.9.a.Geographic groupsb.Social groupsc.Occupational groupsd.Language, cultural, and ethnic groupse.Special needs groups10.Market and economic

19、surveys11.a.Standard & Poorsb.Moodyc.Dun & Bradstreet12.a.Assistance with the work involvedb.People will try hard to accomplish plans that they have helped to formulate.CHECK YOURSELFANSWERSUNIT 3Review1.a.Salesb.Sales increasesc.Market penetration2.Review the 10 marketing factors3.a.They pr

20、ovide incentives that are near enough to exert needed pressure.b.They provide the opportunity to make sure that each building block is in place and on schedule.4.The methods step depends on the diagnosis for resources and the objectives for direction.5.attainable, measurable6.a-2; b-3; c-17.The obje

21、ctive does not tell who will be increasing sales (behaviors) nor does it indicate the situation in which the action will take place (conditions).8.a.Office philosophyb.Product developmentc.Sales systemd.Office locatione.Use of technology9.The activities needed to achieve each subobjective of a marke

22、ting objective10.b.Review all of the physical resources that are needed for the project activities.c.Consider the people who will participate in the projectd.List the activities in sequence11.a.The resources neededb.The person who is responsiblec.The starting and stopping datesd.The expected results

23、12.Changing the objective defeats the whole reason for market planning, which is “systematic progress within a stated time frame.”CHECK YOURSELFANSWERSUNIT 4Review1.a.Fellow members of community groupsb.School classmatesc.Former business associatesd.Those with whom you personally do businesse.Those

24、with whom your field sales office does business2.a.Staffb.Clientsc.Friends and business associatesd.“Cold” centers of influencee.Industry contacts3.Response c is correct. Response a describes the ability to control situations; response b describes interpersonal relations skills, while response d ref

25、ers to ethical and professional behavior. As you can see, all of these dimensions have an important bearing on market penetration.4.a.What specific education, experience, or contacts will the candidate need to succeed inthis market?b.Where are the people with these characteristics likely to be clust

26、ered?c.What is the most efficient way of making contact with these people?5.a.Fact-finding interviewb.Precontract orientationc.Additional information about the candidated.Evaluating the candidate6.Response b is correct. Response a is incorrect since the full selection process is important regardless

27、 of the market.7.The training objectives should clearly state what will happen as a result of training. They should be stated in terms of the knowledge and skill needed to penetrate a specific market.8.a.How the training will be doneb.The materials that will be neededc.The people who will be involve

28、dd.The schedule for completion9.Restructure10.A functional expert is someone who is responsible for a particular product.11.a.Approachb.Fact-Findingc.Solutiond.Presentatione.Service12.Response b is correct. Records should be adjusted so that they show activities and results by market.CHECK YOURSELFANSWERSUNIT 5Review1.Evaluate where your own sales office stands with respect to market segmentation and penetration before any plans are developed and implemented. The s