【文章內(nèi)容簡介】 individuals and organizations that purchase goods and services for the purpose of making a profit. They achieve this goal by using purchased goods and services to make other goods, to bee part of other goods, or to facilitate the daily operations of the organization. This group is called the segment of the businesstobusiness market. a. producer b. reseller c. government d. institution e. wholesaler4) Businesses that buy finished goods and sell and distribute them for a profit are called a. inventory carriersb. producers c. institutions d. resellerse. transportation panies3. 簡答 1) 簡述組織市場的特點。2) What’s the main type of Producers’ buying behavior?二、理解題1. 判斷1) 中間商傾向于跟供應(yīng)商簽訂短期合同__________2) 采購者個人的購買風(fēng)格對中間商購買行為影響較小__________3) The reseller market is the same as the retailer market__________4) State, county, and city government purchasing procedures have bee more standardized in recent years, making it easier for some groups to purchase cooperatively by buying in volume and gaining price breaks 2. 選擇(可多選) 1) 批發(fā)商和零售商的產(chǎn)品組合策略主要有_______。A、獨家產(chǎn)品 B、深度產(chǎn)品 C、廣度產(chǎn)品 D、混合產(chǎn)品 E、整體產(chǎn)品2) 中間商的購買多屬_____。A、沖動購買 B、習(xí)慣購買 C、專家購買 D、理性購買 E、非專家購買3) A businesstobusiness marketer may be serving any one or several of the following categories of customers EXCEPT__________a. institutions and nonprofits b. producers c. resellers and wholesalers d. governments e. private consumers4) The Chinese government is: a. not a businesstobusiness market segmentb. the world39。s largest single customer c. an organization accounting for over 50 percent of the Chinese gross national product d. mainly a military equipment purchaser e. using one centralized purchasing office for the entire government3. 簡答1) 簡述中間商購買決策過程。2) Why is relationship marketing more important to the B2B than to the B2C players?三、應(yīng)用題1. 進(jìn)入 , 查閱有關(guān)海爾集團(tuán)如何進(jìn)行原材料、零部件采購，了解其供應(yīng)商政策以及采購程序等。據(jù)此談?wù)劷o你留下哪些深刻印象。 2. Suppose that you own a small business that provides PC repair services to local businesses. In addition to the basic fixit services you now provide, you are thinking about offering new services. Applying the “systems selling” concept, what additional services could you offer that would make a plete package or systems solution for your customers?3. 走訪一家高技術(shù)企業(yè)，了解其如何進(jìn)行辦公電腦的采購，分析其采購程序、購買決策的參與者、采購影響因素等。4. 某綠色蔬菜公司向各賓館推銷新鮮蔬菜。該公司必須首先識別出各賓館參與購買活動的人員構(gòu)成。這些人員可能包括賓館采購經(jīng)理、餐廳主廚、食品部和飲料部的經(jīng)理。在其中每位人員所起的作用是不同的，請分析采購部經(jīng)理、主廚、飲食部經(jīng)理各自關(guān)注哪些方面？面對這樣一個由許多方面人員組成的采購中心，營銷人員要想親自去接觸每一個人，其時間和精力都無法做到。假如該綠色蔬菜公司剛剛成立，規(guī)模較小，營銷人員應(yīng)該首先攻克的壁壘是誰？5. 假定你擁有一個小的印刷公司，現(xiàn)在你有機會參與聯(lián)邦政府購買合同的投標(biāo)，中標(biāo)后將會為你們公司帶來很多業(yè)務(wù)。列出你參與政府市場投標(biāo)的三種利益以及三種弊端。第5章 競爭性營銷戰(zhàn)略一、概念題1. 判斷1) 利基戰(zhàn)略是以專業(yè)化戰(zhàn)略為基礎(chǔ)的一種復(fù)合戰(zhàn)略______________________2) 根據(jù)獲取信息并結(jié)合行業(yè)情況，企業(yè)可以采用相應(yīng)的分析方法(如SOWT分析等) 來分析預(yù)測競爭對手的優(yōu)劣勢___________3) Strategic Planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities 4) There are three generic types of strategic thinking: overall cost leadership, differentiation, and focus 2. 選擇(可多選) 1) 識別市場競爭者的層次包括_________。A、品牌競爭 B、資金實力 C、行業(yè)結(jié)構(gòu) D、市場角度 E、一般競爭者2) 評估競爭對手的指標(biāo)包括______。A、占有率 B、財務(wù)狀況 C、產(chǎn)能利用率 D、創(chuàng)新能力 E、高層領(lǐng)導(dǎo)者情況3) Market leader should work hard in three aspects, they are____________ a. enlarge total demand b. protect market share c. government d. institution e. increase market share4) Which of the following could be viewed as attacking target(s) for market challenger? a. market leaderb. panies with the same size c. institutions d. resellerse. small panies in local area3. 簡答 1) 企業(yè)的競爭對手包括誰？2) What’s SWOT analysis?二、理解題1. 判斷1) 對于市場挑戰(zhàn)者而言，攻擊市場領(lǐng)先者的戰(zhàn)略風(fēng)險較低__________2) 大企業(yè)應(yīng)該多關(guān)注利基市場__________3) market niche should choose big markets as target markets__________4) market challenger can always succeed to attack market leader 2. 選擇(可多選) 1) 康佳集團(tuán)首先開發(fā)出適宜臥室收看的袖珍彩電——家庭第二臺彩電，并迅速占領(lǐng)該細(xì)分市場的做法被稱為_______。A、攻擊市場領(lǐng)先者 B、搶占市場 C、攻擊同等規(guī)模對手 D、攻擊小公司2) The roles market niche could play include_______a. enduser expertb. vertical expert c. special customer expert d. quality/price expert e. service expert3. 簡答1) 簡述平衡競爭者導(dǎo)向和顧客導(dǎo)向的必要性。2) As far as most of the Chinese corporations are concerned, is market niche a suitable strategy to adopt, why?三、分析與應(yīng)用題1. Which strategy should Chinese Auto firms adopt in domestic market，why? Please express your opinion in detail.2. 請查閱有關(guān)雷克薩斯汽車公司的相關(guān)資料，指出它在中國市場的地位，并對其采用的營銷戰(zhàn)略予以評價。 3．角色扮演：運用你所學(xué)的理論分析我國內(nèi)地平板電腦市場的競爭狀況。并假定你是聯(lián)想集團(tuán)負(fù)責(zé)平板電腦產(chǎn)品的產(chǎn)品經(jīng)理，針對2011年蘋果公司推出IPAD2產(chǎn)品的營銷策略，你該為你公司同類產(chǎn)品采取怎樣的競爭性營銷戰(zhàn)略？第6章 目標(biāo)市場戰(zhàn)略一、概念題1. 判斷1) 依據(jù)消費者對商品的同質(zhì)需求和異質(zhì)需求，可以把市場分為同質(zhì)市場和異質(zhì)市場_______2) 消費者需求和購買行為的差異性和同類性，是市場細(xì)分的主要依據(jù)__________3) 市場需求潛量分析只需要靜態(tài)考慮細(xì)分市場的規(guī)模____________4) 產(chǎn)品專業(yè)化是指公司專門滿足某一類顧客群體的需求，為這些顧客提供所需要的多種產(chǎn)品或服務(wù)__________5) 所謂的市場定位就是確定你所提供的產(chǎn)品或品牌的特色___________6) Geography, psychographics, and benefits sought are examples of possible segmentation variables used by marketers 7) A segmentation scheme must produce segments that meet four criteria to be considered useful. These four criteria are substantiality, identifiability and measurability, accessibility。 and responsiveness 8) Positioning is nothing to do with product differentiation 9) Market specialization is one of target market strategies 10)差異化營銷戰(zhàn)略能夠更好地滿足消費者的需要，所以企業(yè)應(yīng)盡量采用 2. 選擇(可多選) 1) ______是市場細(xì)分的條件之一。A、競爭性 B、可衡量性 C、效益性 D、適應(yīng)性2) 市場細(xì)分對企業(yè)營銷具有以下利益_________。A、有利于發(fā)現(xiàn)市場機會 B、有利于掌握目標(biāo)市場的特點 C、有利于制定市場營銷組合策略 D、有利于提高企業(yè)的競爭力 E、有利于節(jié)省成本費用3) 目標(biāo)市場的選擇模式包括_______。A、市場集中化 B、產(chǎn)品專業(yè)化 C、市場專業(yè)化 D、選擇專業(yè)化 E、市場全面化4) 定位的最后一步是______。A、企業(yè)定位 B、市場定位 C、品牌定位 D、傳播定位 5) 企業(yè)可以體現(xiàn)差異化的方面包括_______。A、產(chǎn)品差異化 B、服務(wù)差異化 C、人員差異化 D、渠道差異化 E、形象差異化6) A group of individuals or organizations sharing one or more charac