Point. (P. 224)

10. The overall product consists of three levels, the most basic of which is the product substance level. (P. 252)

11. If the company's goal is to occupy a dominant position in a certain industry and require higher market share and market growth rate, its product line should be longer. (P. 292)

12. A typical product life cycle includes four stages, namely, trial marketing period, best-selling period, saturation period, and slow-selling period. (P. 293)

13. New products defined by marketing include four categories, namely brand-new products, replacement products, improved products, and new brand products. (P. 263)

Single choice

1. Market research research with the purpose of investigating why the sales volume of a certain product has declined significantly in a certain period is (C) research. (SP.116)

A. Exploratory B. Descriptive C. Causal D. Predictive

2. (A) is the most important method of collecting original data.

A. Questioning method B. Market observation C. Collecting causal information D. Expert survey

3. When the development speed of a certain time series data in each period is basically consistent, it should be Use (C) for prediction. (P.169)

A. Least squares method B. First-order moving average method

C. Combined with logarithmic linear trend D. Quadratic moving average method

4. The main difference between marketing research and marketing information systems is (B). (SP.116)

A. Marketing information system mainly studies environmental changes

B. Marketing research is to solve specific problems

C. Marketing Research provides continuous management information

D. Marketing information systems are interactive and their development is directional

5. If an enterprise wants to identify its competitors, it usually This can be done from the following aspects (A).

A. Industry and market B. Distribution channels

C. Goals and strategies D. Profit (SP.120)

6. What are the product differences? In small, highly price-sensitive, capital-intensive industries with homogeneous products, competitors usually pursue a (C) situation. (SP.121)

A. Attack the market leader B. Positional defense C. Peaceful attack D. Roundabout attack

7. Effective market segmentation must have the following Condition (D). (SP.123)

A. The market must be homogeneous, adaptable, and have a relatively small market scope

B. The market must be accessible, variable, and monopolistic , Homogeneity

C. The market must have measurability, large demand, efficiency, adaptability, etc.

D. The market must be differentiated, measurable, and accessible. Sex, efficiency, stability

8. Whether a market is valuable mainly depends on the market (C). (SP.123)

A. Demand situation B. Competitiveness

C. Demand situation and competitiveness D. Number of middlemen

9. Enterprise The number of different product lines owned is the product mix (C). (P.255)

A. Depth B. Length C. Width D. Correlation

10. Wine bottles with exquisite materials and designs can be used as wine bottles after consumption. Vase or cool water bottle, this packaging strategy is (D).

(SP.128)

A. Matching packaging B. Packaging with gifts C. Batch packaging D. Reuse packaging

11. In the product life cycle, huge profits are generally It begins to appear in phase (B). (P.259)

A. Introduction period B. Growth period C. Maturity period D. Decline period

12. The source for enterprises to improve their competitiveness is (D). (SP.128)

A. Quality B. Price C. Promotion D. New product development

Multiple choice

1. The Delphi method is ( B C) Forecasting method. (SP.118)

A. Quantitative B. Qualitative C. Expert opinion

D. Special E. Causal analysis

2. Information sources of secondary data There are (A B C D). (SP.118)

A. Internal sources B. Government publications C. Newspapers and books

D. Business data E. Original data

3. Geographic details The partial variables are (A B C D). (SP.125)

A. Terrain B. Climate C. Urban and rural D. Transportation E. Economy

4. If a strong competitor implements undifferentiated marketing, Enterprises should implement (CE) marketing. (SP.125)

A. Large amount B. Product diversification C. Concentration D. No difference E. Difference

5. The basis for dividing product lines is (A B C D E ). (SP.129)

A. Similar product functions B. Connected in consumption

C. Supplying the same customer group D. Having the same distribution channels

E. Belong to the same price range

6. Generally speaking, the products of (A B C) have a longer maturity period and a slower decline process.

A. High technology B. Consumer preferences are relatively stable C. Technology is relatively stable

D. Trendy products E. Technology develops rapidly and consumer preferences change frequently (P.293)

7. During the product's best-selling stage, companies should focus on studying the characteristics of (B C) in terms of demographics, psychological state, and communication media, and use them as promotion targets for new products.

A. Early adopter B. Early adopter C. Mid-term adopter

D. Late adopter E. Latest adopter (P.293)

Short answer questions

1. What is market information? What are its main characteristics? (P.151)

Answer: Market information is a kind of specific information. It is a true reflection of the development, changes and characteristics of various elements of the macro-environment and micro-environment in which the enterprise is located, and reflects their actual situation. , a general term for various messages, materials, data, intelligence, etc. with characteristics and related relationships. The main characteristics of market information are roughly as follows: (1) Timeliness. (2) Dispersion and large number. (3) Compressibility. (4)Storability. (5) Systematic.

2. What are the two main methods of market forecasting? (P.167)

Answer: There are two methods: qualitative prediction and quantitative prediction. Qualitative prediction is mainly through social surveys, using a small amount of data and intuitive materials, combined with people's experience for comprehensive analysis and making judgments. and predictions. It is an empirical judgment method based on market research.

Quantitative forecasting method is a general term for methods that use mathematics, especially mathematical statistics methods, to establish mathematical models based on relatively complete statistical data obtained from market surveys to predict the future quantitative performance of economic phenomena.

3. Describe what strategies small companies competing in the wine market should adopt to fill in gaps.

(P. 206)

Answer: They should focus on certain small parts of the market that are ignored or dismissed by large companies, fill in the gaps, and obtain maximum returns through professional operations in the market. , seeking survival and development in the cracks between large enterprises. They are enterprises that carefully serve certain market segments in the overall market, avoid competing with dominant enterprises, and only seek and develop space by developing unique professional operations. For example, wine with health benefits is specially produced for middle-aged and elderly consumers, mainly for the working class, and adopts the strategy of small profits but quick turnover.

4． How do demographic factors affect market segmentation? (P. 221)

Answer: Demographic factors include consumers’ age, gender, family size, income, occupation, education, religious beliefs, ethnicity, family life cycle, social class, etc. Companies should segment the market according to these specific items, such as segmenting the market by income. The most expensive products should be purchased by those with the highest incomes. However, in real life, this is not entirely the case. The person who buys the highest-end cassette player may not be the person with the highest income. Enterprises should conduct detailed analysis based on specific product conditions.

5. How many types of target marketing strategies are there? (P. 227)

Answer: There are three main strategies:

(1) Non-selective market strategy: using one product and a set of marketing plans to attract all consumers . Enterprises that adopt this strategy regard the entire market as a whole and do not segment it, or decide to use the entire market as the target market after the enterprise has done segmentation work. This undifferentiated marketing strategy can be interpreted as providing a single product to the entire market.

(2) Selective market strategy: that is, using different products to meet the needs of different consumers. Enterprises divide the overall market into several segments according to the actual situation and the basis of market division, and then design different products and marketing plans based on the characteristics of the segments.

(3) Concentrated market strategy: using special products and marketing plans to meet the needs of special consumers, which is a relatively special strategy among market differentiation strategies. Enterprises that adopt this strategy focus on one or two subdivided small markets as their target markets.

6． What are the steps of market positioning? (P.233)

Answer: (1) Investigate and understand the image that competitors design for their products and the actual position of the product in the market (or in the minds of consumers or users) Location.

(2) Investigate which feature(s) of the product the consumer or user attaches most importance to; the evaluation criteria of the feature or attribute of a certain product by the consumer or user, and the channels through which the consumer or user learns about the feature or attribute of the product. attributes or characteristics of a product, etc.

(3) Based on the above two aspects of information, design and create a certain personality or image for the company's products. This work is typically done during product development.

(4) Design and implement a series of marketing activities aimed at conveying product personality and image to customers, and timely adjust and improve the marketing mix or redesign the product's status based on the implementation results.

7. What is product portfolio? What factors should generally be considered when analyzing a product portfolio? (P. 255)

Answer: Product portfolio is the organic composition of all products manufactured or operated by an enterprise. In other words, it is the structure of all products produced and distributed by the enterprise.

When analyzing product portfolio, the following two factors generally need to be considered:

(1) Analysis of product situation.

(2) Product positioning analysis.

8. What are the two methods for analyzing and judging the stage of a product life cycle?

Answer: (1) Qualitative analysis: There are mainly characteristic analysis and analogy analysis. Characteristic analysis is based on the general characteristics of the product in different cycle stages after it is launched, and compared with the company's current products on the market. The effectiveness of this method has a lot to do with the experience and judgment of the supervisor.

Analogous analysis is a comparative analysis based on the development of similar products. When using this method, it should be noted that the selected products should have similar conditions after being put into the market.

(2) Quantitative analysis: There are mainly product penetration rate method and sales growth rate ratio method. The product penetration rate method uses the saturated penetration rate of a product to compare with the actual penetration rate at that time to determine its life cycle stage. . Using this method, firstly, the accuracy of the sample survey must be correctly evaluated, and secondly, the objective saturation penetration rate must be determined. The sales growth rate ratio method uses product sales growth rate data to develop quantitative standards and divide each stage of the product life cycle.

9. What are the stages of the process of developing a new product? (P. 265)

Answer: The process of developing new products can be roughly divided into the following stages:

(1) Propose goals and collect "ideas";

(2) Evaluation and screening (filtering);

(3) Business analysis (or financial analysis);

(4) Product entity development;

p>

(5) Formulate production and marketing plans;

(6) New products officially enter the market.

10. Briefly describe the main contents of corporate trademark strategy? (P. 273)

Answer: (1) Trademark and non-trademark strategies: Generally, products with trademarks are more likely to be trusted by consumers, while some raw materials such as ores and raw materials with fixed specifications and standards are more likely to be trusted by consumers. For fuels such as coal, products produced for local sales, or products for one-time sale, trademarks may not be used in consideration of cost savings.

(2) Manufacturing trademark and seller strategy: Generally, when the manufacturer’s strength, trademark popularity and reputation are higher than those of its sellers, it should insist on using the manufacturing trademark. If the situation is opposite, use the sales trademark. Trademark is appropriate.

(3) "Family trademark" strategy: It is based on a certain trademark, combines it with various words, and uses the trademark on various products of the same company, also called "derivative trademark" , "family trademark". This situation generally applies to products whose price is similar to the target market.

(4) Product trademark and grade trademark strategy: Contrary to the "family trademark" strategy, the product trademark and grade trademark strategy emphasizes that different products and products of different grades should have their own trademarks. Enterprises often adopt this strategy when there are obvious differences in the types, prices, grades and quality of the products they produce and operate.

(5) Updating trademarks and promoting trademark strategies: Updating trademarks means abandoning the original trademark and replacing it with a new trademark. It is also called a sudden change trademark strategy. Generally, it is used when the trademark is completely inapplicable. Adopted below. Advancing trademarks refers to partially changing the trademark with changes in product portfolio and product changes, also known as gradual trademark strategy. This strategy is suitable for original trademarks with good reputation, and can improve the basic image of the trademark through continuous improvement. However, it should be noted that the trademark should not be changed too frequently to facilitate the company's creation and preservation of its famous brand.

Essay questions

1. Discuss the strategy of market positioning. (P. 233)

Answer: There are two main strategies:

(1) Strong avoidance positioning strategy: refers to the company trying to avoid competing with other companies that are the strongest or stronger Direct competition occurs, and one's own products are positioned in another market area, so that one's own products are significantly different from the strongest or stronger competitors in certain features or attributes. The avoidance of strong positioning strategy can enable enterprises to gain a foothold in the market quickly and establish an image in the minds of consumers or users. The market risk is smaller and the success rate is higher. Its main disadvantages are: avoiding strength often means that the company must give up a certain best market position, which is likely to put the company in the worst market position.

(2) Head-on positioning strategy: refers to the fact that an enterprise, based on its own strength, does not hesitate to confront the dominant, strongest or stronger competitor in the market in order to occupy a better market position. Competition, so that one's own products enter the same market position as those of competitors. Head-on positioning may trigger fierce market competition and therefore carries greater risks.

But on the other hand, because the competitors are the most powerful, the competition process is often quite eye-catching and even produces a so-called sensational effect. Enterprises and their products can be quickly understood by consumers or users, and it is easy to achieve the goal of establishing a market image. Purpose. Head-on positioning requires that an enterprise must have competitive strength that is on par with its competitors.

When an enterprise uses the above two basic strategies to formulate a specific positioning plan, it must also consider factors such as the enterprise's own resources, possible reactions of competitors, and market demand characteristics.

2. Describe the meaning of the overall product and its guiding role in the actual work of the enterprise. (P. 254)

Answer: The definition of product in marketing is: everything provided by corporate marketers that can be understood by customers and meet their needs. Includes physical products, services, places, organizations, etc. Modern marketing theory believes that products in marketing should focus on guiding corporate marketing activities. The products provided by an enterprise to the market must include not only tangible benefits provided to consumers, which refers to a material entity, but also intangible consumer benefits, such as services, conceptual value satisfaction, etc. All customers are willing to accept and Relevant attributes that can meet their various needs. It is emphasized that products should be a combination and the best way to unify tangible material attributes and intangible consumer benefits.

Its guiding role in the actual work of enterprises is as follows:

(1) It embodies the marketing concept centered on consumer needs;

(2) Establish a complete product concept, improve the marketing level of the company, and make the company realize that the degree of satisfaction of consumers in the process of accepting the product depends not only on the status of each of the three levels, but also on the overall product combination effect;

(3) Clarify the relationship between products and corporate marketing strategies;

(4) Point out the characteristics of products and expand the areas for developing new products.

3. Discuss the corresponding marketing strategies of enterprises based on the characteristics of each stage of the product life cycle. (P. 257)

Answer: (1) Trial marketing stage: also known as the introduction period, which refers to the product from design and production until it enters the testing stage. At this stage, the focus of the enterprise should be to establish the popularity of the new product, publicize it extensively, promote it vigorously, attract the attention and trial of potential customers, and strive to open up distribution channels and occupy the market.

The main specific strategies are: first, focus on solving the problem of people not knowing or being familiar with the product, advertising a lot, expanding the publicity of the product, and establishing product credibility. Second, use existing products to assist development and use brand-name products to support new products. Third, adopt a trial approach. Fourth, increase discounts for wholesale, retail or other types of subsequent distribution companies that operate products to stimulate middlemen to actively promote sales.

(2) Best-selling stage: refers to the new product that has achieved good results through trial sales, buyers gradually accept the product, and the product has gained a foothold in the market and opened up sales. In this case, enterprises must maintain good product and service quality, and must not be eager for quick success and quick profit because the product sells well, and do not pursue output and profits one-sidedly. In order to promote market growth, companies can adopt the following marketing strategies:

First, expand the target market and actively explore new market segments;

Second, the focus of advertising should be from To build product awareness, turn to the promotion of brands and trademarks, so that people can have a good impact on the product and create a favorable impression and preference;

Third, add new distribution channels or strengthen distribution channels.

(3) Saturation stage: also known as the maturity stage, the product enters mass production and enters the market sales stably, and product demand tends to the saturation stage. We must be proactive, strive for stable market share, and extend the market life of our products.

The specific strategies for products in the saturation stage mainly include:

First, do everything possible to stabilize the target market, maintain original consumers, and at the same time make consumers "loyal" to a certain product;

Second, increase product series, diversify products, increase styles, specifications, grades, expand target markets, at least maintain the original market share (coverage), and change the focus of advertising and service measures;

Third, we must focus on promoting the credibility of the enterprise.

At the same time, after-sales service work must be strengthened. Another important task at this stage is to develop second-generation products to prepare for product upgrades. Once this product fails to recover, new products will come out immediately.

(4) Slow-selling stage: also known as the recession stage, the stage when products are becoming obsolete. At this stage, for most companies, they should make decisive decisions, abandon the old and pursue the new, and update their products in a timely manner. A familiar method is a "fire sale," which is called an "honorable discharge" in marketing books.

Comprehensive exercise three

1. Explanation of terms

1. Price: Price is the monetary expression of the value of a commodity and an index of the exchange ratio of the commodity with currency. (P. 296)

2. Price elasticity of demand: that is, the degree of response of market demand to price changes. (P. 307)

3. Cost-oriented pricing method: It is a cost-centered pricing method and a traditional pricing method.

4. Competition-oriented pricing method: It is a cost-centered pricing method. (P. 301)

5. Demand-oriented pricing method: It is an enterprise pricing method centered on consumer demand. Enterprise prices are set based on consumers' demand intensity for goods and their understanding of the value of the goods. (P. 303)

6. Value: Product value refers to the general human labor condensed in the product. (P. 296)

7. Quick pricing strategy: also called quick pricing strategy or high-amount pricing strategy. It means that as soon as a company's new product is launched, the price is set as high as possible in order to obtain higher profits in a timely manner, and the cost and expenses of developing new products are recovered in the early stage of the product's economic life cycle, and gradually obtain higher profits. As the product grows further, the price will gradually be reduced. Companies that adopt this strategy sell their products at high prices and profit as soon as they are launched. The method is similar to skimming cream from the surface of milk, so it is also called the "fat extraction method." (P. 312)

8. Gradual pricing strategy: also called low-amount pricing strategy. That is, when introducing new products to the market, try to set the price as low as possible, and adopt the method of maintaining small profits and small profits but quick turnover. The goal of the enterprise is not to strive for greater profits in the short term, but to gain a significant possible market share as quickly as possible. After the products of this strategy are launched on the market, they can slowly make profits at a lower price and penetrate widely, so it is also called the "penetration method".

9. Discount price strategy: Also called the "discount price" strategy, it is a common strategy used by companies to mobilize the enthusiasm of all parties or encourage customers to make purchasing behaviors that are beneficial to the company. It is often used between manufacturers and wholesale enterprises, between wholesale and wholesale, between wholesale and retail, or between wholesale and retail enterprises and consumers. (P. 314)

10. Psychological pricing strategy: refers to the company’s pricing methods and techniques based on consumer psychological activities and changes.

11. Marketing channel: refers to the channel through which goods are transferred from producers to consumers.

12. Direct channel: refers to a sales channel structure in which producers sell products directly to consumers or users without any form of intermediary links such as commercial enterprises and agencies. (P. 333)

13. Indirect channels: refers to the sales channels that pass through a number of intermediate commercial enterprises in the process of products being transferred from the production field to consumers or users. (P. 333)

14. Wholesale business: refers to an intermediary that does not directly serve the final consumer during the product circulation process, but only realizes the transfer of products in space and time through resale and other forms. The collective name for links.

15. Retail business: refers to the economic activity that delivers goods or services to final consumers for daily consumption.

16. Individual marketing channel structure: It is a traditional purchase and distribution channel, which is a sales network composed of manufacturing companies, wholesale companies and retail companies with loose relationships. Each member (enterprise) is independent of each other, and the relationship between them is maintained through the conditions of purchase and sale. Both parties bargain for each other's benefit. If the conditions are suitable, there will be a purchase and sale relationship. If the conditions are not suitable, each will act independently.

17. Vertical marketing channel structure: refers to a centralized sales network in which professionals are engaged in overall design and management, and economic goals and operating results are stipulated in advance. There are three specific types: ownership vertical structure, management vertical structure and contractual vertical structure. (P. 341)

18. Horizontal marketing channel structure - also called horizontal distribution channel structure, refers to the formation of two or more enterprises at the same level to fully utilize resources and avoid risks. short-term or long-term joint marketing channel structure. (P. 341)

19. Duplex channel structure - also called multi-channel or dual channel structure, refers to the production enterprise sending the same products to different markets or the same market through multiple channels. (P. 341)

20. Promotion: refers to a series of activities in which an enterprise transmits product or service information to target customers in a certain way, thereby arousing interest, promoting purchase, and realizing the sales of the enterprise's products. (P. 383)

21. Advertising: refers to any mass communication behavior paid by a confirmed commercial organization, non-commercial organization, non-commercial organization or individual to promote ideas, goods or services. (P. 385)

22. Personal selling: refers to promotional activities in which an enterprise sends personnel to directly contact consumers or customers for the purpose of selling goods or services and promoting the enterprise. (P. 385)

23. Business promotion: refers to various methods other than advertising, personal selling, and public relations that companies adopt in the short term to stimulate customers’ purchasing actions. Special business methods. (P. 385)

2. Fill-in-the-blank questions

1. For a certain kind of washing powder, the price of each bag is 4 yuan for customers to buy less than 10 bags at a time. If the customer buys more than 10 bags at a time, the price of each bag is 3.6 yuan. This is a quantity discount, and the purpose is to encourage customers to buy in large quantities. (P.314)

2. DuPont in the United States often sets prices as high as possible when launching new products. Later, as sales and output expand, it gradually lowers prices. This company adopts a quick price strategy. (P.312)

3. The producer market mostly uses direct channels, and the consumer market mostly uses indirect channels. (P.333)

4. There are three main different forms of manufacturer-dealer relationships, namely cooperation, partnership and distribution planning.

5. Of the three alternative forms of determining the number of intermediaries, the one applicable to all categories of products is selective selling. (SP.135)

6. The corporate promotion mix consists of four methods, namely advertising, personal selling, business promotion and public relations.

7. In corporate promotion activities, if a "push" strategy is adopted, personal selling will have the greatest effect; if a "pull" strategy is adopted, advertising will have a greater effect. (SP.138)

8. Functional organization is the most common type of marketing organization and its main advantage is administrative simplicity. (P. 432)

9. Enterprise marketing control mainly includes four different control processes: annual plan control, profitability control, efficiency control and strategic control. (P. 442)

3. Single choice

1. The key to understanding the application of value pricing method is (D). (P. 303)

A Determine the appropriate target profit B. Accurately understand competitors’ prices

C Correctly calculate the unit cost of the product D. Find a more accurate understanding of value

p>

2. Intel Corporation is the dominant computer chip manufacturer in the United States. When they launch a new product, the price is always lower than that of similar products. They may make a lot of profits in the first year of sales. Small, but they quickly enter the market and make a profit by selling large quantities of the product in the second or third year. They adopt a (B) pricing strategy.

(SP. 133)

A Quick pricing B. Progressive pricing C. Flexible pricing D. Understanding value pricing

3. Brokers and agents belong to (A) (SP. 136)

A. Wholesaler B. Retailer C. Supplier D. Physical distributor

4. When the production volume is large and exceeds the company’s self-sales capacity, Its channel strategy should be (B).

A direct channel B, indirect channel C, exclusive channel D, none of them

5. The goal of business promotion is usually (B). (SP.139)

A Understand the market and promote product trial sales B. Stimulate consumers to make impromptu purchases

C Reduce costs and increase market share D. Help enterprises and the public from all walks of life Establish good relationships

6. Which of the following (C) are the advantages of newspaper media? (SP. 139)

A. Vivid and lifelike image, strong appeal B. Strong professionalism, strong pertinence

C. Simple and flexible, easy to produce, low cost

D. Diverse expression techniques and strong artistry

7. Is the following (C) the starting point of a market-oriented modern organizational model? (SP.142)

A. Product design B. Product sales C. Customer needs D. Enterprise resources and capabilities

8. The first step in the annual plan control process is (A ). (SP.142)

A Determine goals B. Evaluate implementation status

C. Specify corporate tasks D. Select target markets

9. Product-market management The main disadvantage of type organization is (A). (SP.142)

A. The organizational management cost is too high. B. Some products and markets are easy to be ignored.

C. It is easy to cause a disconnect between the plan and the actual situation. D. Not enough can be obtained in time. Market information

IV. Multiple choice

1. The following (A C E) price forms are differential pricing? (SP. 133)

A Park tickets provide discounts to certain members of society

B Activities such as "big sales" and "special discounts" held during holidays or seasonal changes

C Different prices for products of different colors and styles

D Discounts for customers who buy in large quantities

E Different locations in the theater Seat fares are different

2. There are many factors that affect the price elasticity of demand for a product. Under the following circumstances (A B C E), the price elasticity of demand for the product is the smallest? (P. 329)

A Necessities that are closely related to life

B Products that lack substitutes and have few competitive products

C Well-known brand-name products

D Non-necessities that are not very closely related to life and have many competing products

E Products for which consumers believe that price changes are the inevitable result of changes in product quality

3. The benefits of short channels are (A B C). (SP.137)

A. Fast product launch B. Save circulation costs C. Fast market information feedback

D. Product has strong market penetration ability and wide coverage E. It is conducive to eliminating counterfeiting Counterfeit

4. In the following situations (A B), is it appropriate to adopt a universal sales strategy? (SP.137)

A The potential consumers or users of the product are widely distributed

B The enterprise has large production volume and strong marketing capabilities

C The product is highly technical

D The product is large in size

E The product is perishable and fragile, and the demand is time-sensitive

5. The following promotion methods for business promotion are (A B C).

(SP.140)

A. Order fairs and trade fairs; B. Coupons

C. Gift promotions; D. Charity performances for the disabled; E. Door-to-door sales

6. After the product enters the maturity stage, the following promotional methods can be used at the same time (A D). (P. 395)

A Personal selling B. Advertising C. Public relations

D Business promotion E. Seasonal discounts

7. Below (A C D) is an advantage of a product management organization. (P. 434)

A The product manager can coordinate the marketing mix strategy of the products he is responsible for

B The administrative management is simple

C The product manager is responsible for the product management Able to respond promptly to problems arising in the market

D Provide the best plan for training young managers

E Enterprises can carry out integrated marketing activities according to the needs of different customer groups

p>

8. The main reasons for problems in marketing implementation are (B C D E). (P. 440)

A The product pricing is unreasonable

B The plan is out of touch with reality

C The long-term goal is inconsistent with the short-term goal

D The inertia of following the past

E The lack of specific and clear implementation plans

5. Short answer questions

What are the steps generally included in enterprise pricing? (P. 304)

Answer: The pricing procedure of a general enterprise can be divided into six steps: namely, determining the enterprise's pricing target, measuring market demand, estimating the cost of goods, analyzing the competition situation, selecting the pricing method and

Determine the final price.