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1、市场营销简答（20分）1、Service（定义、特点）2、Distributionlength分销长度（定义，typesofverticaldistributionsystem）定义：numberofintermediariesneededtomoveaproductthroughthemarketplaceTypes：corporate公司型、contractual契约型、administration管理型3、Formsofsalespromotion促销coupons,rebates,samples,premiums,contests,sweepstakes,specialtya
2、dvertising4、Segmentation细分（定义，4bases）定义：dividingamarketintodistinctgroupsofbuyerswithdifferentneeds,characteristics,orbehaviorwhomightrequireseparateproductsormarketingmixesBases：geographical地理,demographic人口,psychographic心理,behavioral行为5、Tradebarrier贸易壁垒（定义，forms）定义：ageneraltermthatdescribesany
3、governmentpolicyorregulationthatrestrictsinternational/globaltrade.Forms:◦TariffBarriers关税壁垒◦Non-tariffbarriers非关税壁垒}Inspections&Quarantine（检验和检疫）Foodstuffs,medicalequipment,farmanimals（Controlofproductquality）}ImportLicensing（进口许可）}Distribution（海外分销）}EnvironmentalControls（环境控制）}TechnologyTrans
4、fers（技术转让）}CustomsDelays（海关滞留）Software,CDs,Videos}LocalPartnerships&LocalContentRequirements（本土生产）}Quotas（贸易配额）（Controlofproductquantity）}Anti-dumpingLaws（反倾销法案）}TradeIntervention(贸易干涉):homecountrygovernment◦OfficialIntervention官方干涉}Embargo贸易禁运}NationalSecurityIssues国家安全问题}ExportTariffs出口关税}Exp
5、ortLicensing出口许可}Anti-routingMeasures反变更原产地法案}JobProtectionSentiments就业保护◦UnofficialIntervention非官方干涉1、StagesofproductlifecycleDevelopment产品研发期,Introduction:产品引入期,Growth:产品成长期,Maturity产品成熟期,Decline&Withdrawal:产品衰退期2、Waysofobtainingfinancingforproductresearch&development3、Marketingfunctions1)Con
6、tact:seekingoutofprospectiveconsumers2)Merchandising:theprocessofbringingtherightproducttotherightplaceattherighttimeintherightquantityattherightprice3)Pricing:thedeterminingfactorwhenapurchaseismadeandisakeytoprofit.4)Promotion:supportmarketingefforts(paidadvertising,personalselling,publicrela
7、tions,andsupplementalefforts.5)Distribution(distributionchannels):theprocessofputtingtheconsumerandtheproducttogether.6)HumanResources(HR)1、Elementsofmarketingmix&promotionalmix产品（Product）、渠道（Place）、价格（Price）、促销（Promotion）Promotio
