制卧质价货易大考 《营销学原理》 作业习题 Session 5 Marketing Information System and Marketing Research 第五讲 Text:Chapter4第四章 L.Marketing Applications::Question1(a-e)应用题 (在教科书的章尾) L.Issues for Discussion:讨论题 1.If we want to find out whether the electric bicycle has a potential demand in Beijing, Shanghai and Guangzhou.what secondary and primary data do we need? And how to get it? 2.If you are commissioned by Group to survey awareness of and preference to the brand names of its washing machine,“容声”and“科龙”in China,.how would you define the (sample)population?In what way would you draw the sample? L.Case Analysis:案例分析 "Enterprise Rent-a-car:Measuring Service Quality",Principles of Marketing 9th ed. Session6 Measuring and Forecasting Market Demand第六讲 Text:Chapter4,Appendix1第四章附录 L.Marketing Applications::应用题 1.Look at your school's schedule of classes for the coming semester.Examine the course offerings in your major area and try to predict which courses will have low,medium, and high demand.What factors do you think affect demand for courses?If a new course were offered,what information would you want to know in order to predict the level of demand for it? 2.假设江苏省的个人可支配收入（yi)占全国的0.4239%，该省的零售额(i)占全国 的0.5167%，该省的人口(pi)是全国人口的0.5618%这三类数据的权重分别为0.5， 0.2,0.3。假设每年全国羊毛衫销售潜量是1200亿元，去年雪莲牌羊毛衫在江苏省 的总销售额是3260万元，占全国市场的份额约为3%。请计算江苏省地区购买力 指数，并回答雪莲牌羊毛衫在江苏省所占的市场份额是否高于其全国市场份额。 L.Case Analysis::案例分析 "Genentech:Forecasting Euphoria",Principles of Marketing 6hed.pp. Session7 Strategic Planning and Marketing Process第七讲 Text:Chapter2第二章 L.Marketing Applications::Question1(a-c)应用题 (在教科书的章尾) L.Issues for Discussion:讨论题 1.What's the position of business portfolio analysis as related to the planning of marketing mix? 2.How do you evaluate the diversification of many Chinese home appliance companies into the computer industry in the early 2000's? 3.To predict for the outcome of力帆、波导、小天鹅's entry into automobile industry, what key factors or information do you need to know? L.Case Analysis::案例分析 1.《英特尔公司》(《当代营销学案例集》) 2.《中国收获机械集团公司》(《当代营销学案例集》) V.Quiz2(for Sessions4-7)阅读测试 Session 8 Market Segmentation,Targeting,and Positioning 第八讲 Text:Chapter7第七章 2《营销学原理》 作业习题 Session 5 Marketing Information System and Marketing Research 第五讲 Text: Chapter 4 第四章 I. Marketing Applications: Question 1 (a – e) 应用题 （在教科书的章尾） II. Issues for Discussion: 讨论题 1. If we want to find out whether the electric bicycle has a potential demand in Beijing, Shanghai and Guangzhou, what secondary and primary data do we need? And how to get it? 2. If you are commissioned by 科龙 Group to survey awareness of and preference to the brand names of its washing machine, “容声” and “科龙” in China, how would you define the (sample) population? In what way would you draw the sample? III. Case Analysis: 案例分析 “Enterprise Rent-a-car:Measuring Service Quality”，Principles of Marketing 9th ed. Session 6 Measuring and Forecasting Market Demand 第六讲 Text: Chapter 4, Appendix 1 第四章 附录 I. Marketing Applications: 应用题 1. Look at your school’s schedule of classes for the coming semester. Examine the course offerings in your major area and try to predict which courses will have low, medium, and high demand. What factors do you think affect demand for courses? If a new course were offered, what information would you want to know in order to predict the level of demand for it? 2. 假设江苏省的个人可支配收入 ( yi )占全国的 0.4239%; 该省的零售额 ( ri )占全国 的 0.5167%; 该省的人口( pi )是全国人口的 0.5618%。这三类数据的权重分别为 0.5, 0.2, 0.3。假设每年全国羊毛衫销售潜量是 1200 亿元，去年雪莲牌羊毛衫在江苏省 的总销售额是 3260 万元，占全国市场的份额约为 3%。请计算江苏省地区购买力 指数，并回答雪莲牌羊毛衫在江苏省所占的市场份额是否高于其全国市场份额。 II. Case Analysis: 案例分析 “Genentech: Forecasting Euphoria”，Principles of Marketing 6th ed. pp. Session 7 Strategic Planning and Marketing Process 第七讲 Text: Chapter 2 第二章 I. Marketing Applications: Question 1 (a – c) 应用题 （在教科书的章尾） II. Issues for Discussion: 讨论题 1. What’s the position of business portfolio analysis as related to the planning of marketing mix? 2. How do you evaluate the diversification of many Chinese home appliance companies into the computer industry in the early 2000’s ? 3. To predict for the outcome of 力帆、波导、小天鹅’s entry into automobile industry， what key factors or information do you need to know? III. Case Analysis: 案例分析 1.《英特尔公司》（《当代营销学案例集》） 2.《中国收获机械集团公司》（《当代营销学案例集》） IV. Quiz 2 (for Sessions 4-7) 阅读测试 Session 8 Market Segmentation, Targeting, and Positioning 第八讲 Text: Chapter 7 第七章 2