point. (P.224)1. The overall product includes three levels, of which the most basic level is the product substance layer. (P.252)11. If the goal of an enterprise is to occupy a dominant position in a certain industry and require a high 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 sale period, best-selling period, saturation period and unsalable period. (P.293)13. New products defined by marketing include four categories, namely brand-new products, replacement products, improved products and brand-new products. (P.263) Single choice 1. The market research aimed at investigating why the sales volume of a certain product declined sharply in a certain period is (c) research. (SP.116)A, exploratory B, descriptive C, causal D, predictive 2, and (a) are the main methods to collect original data. A, inquiry method B, market observation C, collecting causal information D, expert investigation 3, when the development speed of a certain time series data is basically consistent, (C) should be used for forecasting. (P.169)A, Least Squares Method B, First Moving Average Method C, Matching Logarithmic Linear Trend D, Second Moving Average Method 4. The main difference between marketing research and marketing information system 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 system is interactive and its development is directional. 5. If an enterprise wants to identify its competitors, it can usually be carried out from the following aspects (a). A, industry and market B, distribution channel C, goal and strategy D, profit (SP.12)6. In those capital-intensive and homogeneous industries with small product differences and high price sensitivity, competitors usually seek (C) situation. (SP.121)A, attacking market leader B, position defense C, peaceful place D, circuitous attack 7, effective market segmentation must meet the following conditions (D). (SP.123)A, the market should be homogeneous, flexible and relatively small; B, the market should be accessible, variable, monopolistic and homogeneous; C, the market should be measurable, demanding, beneficial and flexible; D, the market should be different, measurable, accessible, beneficial and stable; 8, whether a market is valuable or not, mainly. (SP.123)A, demand situation B, competitiveness C, demand situation and competitiveness D, number of middlemen 9. The number of different product lines owned by an enterprise is the product combination (C). (P.255)A, depth b, length c, width d, correlation 1, materials and beautifully designed wine bottles can be used as vases or cold water bottles after wine consumption. This packaging strategy is (d). (SP.128)A, supporting package B, complimentary package C, grading package D, reuse package 11. In the product life cycle, rich profits generally begin to appear in stage (b). (P.259)A, introduction period B, growth period C, maturity period D, recession period 12. The source of improving the competitiveness of enterprises is (D). (SP.128)A, quality B, price C, promotion D, multiple choices of new product development 1. Delphi method is (BC) forecasting method. (SP.118)A, quantitative B, qualitative C, expert opinion D, special E, causal analysis 2. The information sources of secondary data are (ABCD). (SP.118)A, internal sources B, government publications C, newspapers and periodicals D, business materials E, original materials 3, geographical subdivision variables (ABCD). (SP.125)A, Terrain B, Climate C, Urban and Rural D, Transportation E, Economy 4. If strong competitors practice undifferentiated marketing, enterprises should implement (CE) marketing. (SP.125)A, a large number of B, product diversification C, concentration D, no difference E, difference 5, product line division is based on (ABCDE). (sp.129) A. The products are similar in function; B. They are associated in consumption; C. They supply the same customer group; D. They have the same distribution channel; and they belong to the same price range; 6. Generally speaking, the products of (ABC) have a long maturity and a slow decline process. A, hi-tech B, relatively stable consumer preferences C, relatively stable technology D, trendy products E, rapid development of science and technology, and frequent changes in consumer preferences (P.293)7. In the best-selling stage of products, enterprises should focus on the characteristics of (BC) in demography, psychological state and media, and take them as the promotion targets of new products. A, the earliest adopter B, early adopter C, medium 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, a true response to the development, changes and characteristics of various elements in the macro-environment and micro-environment where enterprises are located, and a general term for all kinds of news, materials, data and intelligence that reflect their actual conditions, characteristics and related relationships. The main features of market information are as follows: (1) timeliness. (2) Dispersion and abundance. (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 based on social investigation, using a small amount of data and intuitive materials, and combining people's experience to make comprehensive analysis and make judgments and predictions. It is an empirical judgment method based on market research. Quantitative forecasting method is the general name of the method to predict the future quantitative performance of economic phenomena by using mathematics, especially mathematical statistics, based on the relatively complete statistical data obtained from market research. 3. Try to explain what strategies small companies competing in the wine market should adopt to fill the gaps. (P.26) A: They should pay attention to some small parts of the market that are ignored or ignored by large enterprises, pick up what is missing, make up for what is missing in the market, get the maximum income through specialized operation, and survive and develop in the cracks between large enterprises. They are enterprises that carefully serve certain market segments in the overall market, avoid competition with dominant enterprises, and only seek and develop space by developing unique specialized operations. For example, wine with health care function is specially produced for middle-aged and elderly consumers, mainly for the working class, and the strategy of small profits but quick turnover is adopted. 4. How do demographic factors affect market segmentation? (P.221) A: Demographic factors include consumers' age, gender, family size, income, occupation, education level, religious belief, nationality, family life cycle and social class. Enterprises should carry out market segmentation according to these specific items, such as market segmentation by income, and the most expensive goods should be bought by the people with the highest income. However, in real life, this is not entirely the case, and the person who buys the highest-speed tape recorder may not be the person with the highest income. Enterprises should make specific analysis according to the specific product situation. 5. How many target marketing strategies are there? (P.227) A: There are three main strategies: (1) Non-selective marketing strategy: attracting all consumers with one commodity and one marketing plan. Enterprises that adopt this strategy regard the whole market as a whole and do not subdivide it, or decide to take the whole market as the target market after the enterprise has done the subdivision work. This undifferentiated market strategy can be interpreted as providing a single product to all markets. (2) Selective market strategy: that is, adapting different commodities to the needs of different consumers. According to the actual situation and the basis of market division, enterprises divide the overall market into several pieces, and then design different products and marketing schemes according to the characteristics of each piece. (3) Centralized market strategy: it is a special strategy in market differentiation strategy to meet the needs of special consumers with special commodities and marketing programs. An enterprise adopting this strategy focuses on one or two subdivided small markets as its target market. 6. What are the steps of market positioning? (P.233) Answer: (1) Investigate the image designed by competitors for their products and the actual position of the products in the market (or in the eyes of consumers or users). (2) Investigate which feature or features consumers or users attach the most importance to the product; The evaluation criteria of consumers or users on the characteristics or attributes of a product, and the ways through which consumers or users understand the attributes or characteristics of this product, etc. (3) according to the above two aspects of information, design and shape a certain personality or image for the products of this enterprise. This work is usually done in the process of product development. (4) Design and implement a series of marketing activities aimed at conveying the product personality and image to customers, and timely adjust and improve the marketing mix according to the implementation results, or redesign the product status. 7. What is product mix? What factors should be considered in analyzing product mix? (P.255) A: Product mix is the organic composition of all products manufactured or operated by an enterprise. Or the structure of all products produced and distributed by enterprises. To analyze the product mix, we generally need to consider the following two factors: (1) Analysis of the product situation. (2) Product positioning analysis. 8. What are the two methods to analyze and judge the stage of product life cycle? Answer: (1) Qualitative analysis: there are mainly characteristic analysis and analogy analysis. Characteristic analysis is based on the general characteristics of products in different cycle stages after listing, and compared with the products on the market now. The use effect of this method has a great relationship with the experience and judgment ability of the supervisor. Analogy analysis is a comparative analysis based on the development of similar products. When using this method, we should pay attention to the fact that the selected products are similar after they are 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 is to judge the life cycle stage by comparing the saturated penetration rate of the product with the actual penetration rate at that time. Using this method, we should correctly evaluate the accuracy of sampling survey and determine the objective saturation penetration rate. The ratio method of sales growth rate is to use the data of product sales growth rate to formulate quantitative standards and divide each stage of product life cycle. 9. What are the stages in the process of developing new products? (P.265) A: The process of developing new products can be roughly divided into the following stages: (1) proposing goals and collecting "ideas"; (2) Assessment and screening (filtering); (3) business analysis (or financial analysis); (4) Product entity development; (5) Making production and marketing plans; (6) New products officially enter the market. 1. Briefly describe the main contents of enterprise trademark strategy? (P.273) Answer: (1) The strategy of having a trademark and not having a trademark: Generally, products with a trademark are more likely to win the trust of consumers, while some raw materials such as ores and fuels such as coal with fixed specifications, products sold locally or products sold at one time may not use a trademark, considering cost savings. (2) Manufacturing trademark and seller strategy: Generally, when the strength of the manufacturer, the popularity and reputation of the trademark are higher than that of its seller, the manufacturing trademark should be adhered to, and if the situation is the opposite, the sales trademark should be adopted. (3) "Family Trademark" strategy: It is a trademark based on a certain trademark, which is combined with various languages and used on various products of the same enterprise. It is also called "derivative trademark" and "family trademark". This situation is generally applicable to products with similar prices to the target market. (4) Product trademark and grade trademark strategy: Contrary to the "family trademark" strategy, product trademark and grade trademark strategy emphasize that different products and different grades of products should have their own trademarks. Enterprises often adopt this strategy when there are obvious differences in the types, prices, grades and quality of products they produce and operate. (5) trademark renewal and trademark promotion strategy: trademark renewal means abandoning the original trademark and replacing it with a new trademark, also known as the sudden change trademark strategy, which is generally adopted when the trademark is completely unsuitable. Promoting trademarks refers to partially changing trademarks with the change of product mix and the requirements of product changes, which is also called gradual trademark strategy. This strategy is suitable for the original trademark with good reputation, which can not only improve the basic image of its trademark through continuous improvement. However, it should be noted that trademark changes should not be too frequent to help enterprises create and protect famous brands. Discussion topic 1. On the strategy of market positioning. (P.233) Answer: There are two main strategies: (1) Avoid strong positioning strategy: refers to the enterprise trying to avoid direct competition with other enterprises with the strongest or stronger strength, and positioning its products in another market area, so that its products are significantly different from the strongest or stronger competitors in some characteristics or attributes. The strategy of avoiding strength and positioning can enable enterprises to gain a firm foothold in the market quickly and establish an image in the minds of consumers or users, with less market risk and higher success rate. Its main disadvantages are: avoiding strength often means that enterprises must give up a certain best market position, which is likely to make enterprises in the worst market position. (2) Head-on positioning strategy: refers to the fact that enterprises, according to their own strength, do not hesitate to compete head-on with the most dominant and powerful competitors in the market in order to occupy a better market position, and make their products enter the same market position as their competitors. Head-on positioning may lead to fierce market competition, so it is risky. On the other hand, because 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 purpose of establishing a market image. Head-on positioning requires that enterprises must have the competitive strength comparable to competitors. When an enterprise uses the above two basic strategies to formulate a specific positioning scheme, it should also consider its own resources, the possible reaction of competitors, the demand characteristics of the market and other factors. 2. Please describe the meaning of the whole product and its guiding role in the actual work of enterprises. (P.254) A: The definition of products in marketing is: everything that can be understood by customers and can meet their needs and provided by enterprise marketers. Including physical products, services, locations, organizations, etc. Modern marketing theory holds that products in marketing should focus on guiding the marketing activities of enterprises. The products provided by enterprises to the market should not only include tangible benefits provided to consumers, that is, a material entity, but also include intangible consumer benefits, such as service, conceptual value satisfaction and other related attributes that customers are willing to accept but can meet their various needs. It is emphasized that products should be the combination of tangible material attributes and intangible consumption interests and the best unified way. Its guiding functions to the actual work of enterprises are as follows: (1) It embodies the marketing concept centered on consumer demand; (2) Establish a complete product concept, improve the marketing level of enterprises, and make enterprises realize that the satisfaction of consumers in the process of accepting products depends not only on the situation of each of the three levels, but also on the overall combination effect of products; (3) Clarify the relationship between products and enterprise marketing strategies; (4) Point out the characteristics of products and broaden the fields of developing new products. 3. According to the characteristics of each stage of product life cycle, talk about the corresponding marketing strategies of enterprises. (P.257) Answer: (1) Trial sale stage: also known as the introduction stage, which refers to the product from design and production to testing stage. This order