制卧爱价贸易大考 《营销学原理》 作业习题 L.Marketing Applications:Question 1(a-e)应用题 (在教科书的章尾) L.Issues for Discussion:讨论题 1.Applying the relevant principles,please evaluate the targeting and positioning strategies of Haier,TCL,Lenovo for their major products. 2.What do you think of the positioning strategy of“Brain Platina(脑百金)？ L.Case Analysis:案例分析 "RJR'Eclipse:Rising from Premier's Ashes",Principles of Marketing 9ted. Session9 Market Plan Implementation and Control第九讲 Text:Chapter2,Appendix2第二章附录 L.Marketing Applications:应用题 1.What activities make up the implementation phase of marketing management?Is it better to have a good marketing strategy that is poorly implemented,or a mediocre strategy that is well implemented? 2.A large manufacturer of industrial equipment has a salesperson assigned to a major city. Regional sales managers supervise the sales representatives in several cities.The chief marketing officers wants to evaluate the profit contribution of the different cities.How might each of the following costs be allocated to each of the cities:(a)the aggregate costs of sending bills to customers;b)district sales managers'expenses;(c)national magazine advertising;and (d)marketing research? L.Case Analysis:案例分析 "Trap-Ease America:The Big Cheese of Mousetraps",Principles of Marketing 9th ed Session 10 Product,Service and Product Development 第十讲 Text:Chapter8,9第八、九章 L.Marketing Applications::Question 1(a-f)应用题 (在教科书的章尾) L.Issues for Discussion:讨论题 1.List and explain the "core,actual,and augmented products"of the educational experience that universities offer.How are they different,if at all,from the "product" offered by junior colleges? 2.Get the profile of Lihua Fastfood,Ltd.on its website,and analyze its business model with the theory about service. 3.To get perception from its target market,which way of test marketing is best for a brand-new product such as the flea remover for pets? L.Case Analysis:案例分析 《桑普太阳能案例》(《当代营销学案例集》) Session 11 Product Life-Cycle and Brand Development 第十一讲 Text:Chapter9,8第九、八章 L.Marketing Applications::Question 1(a-e)应用题 (在教科书的章尾) Ⅱ.Issues for Discussion:讨论题 1.Pick a food product,soft drink,fashion,or electronic appliance and trace the product's life cycle.Explain how you separate the stages of the product's evolution.Project where this life cycle will go from here. 2.Analyze and describe the different brand personalities of three typical car brands in China (e.g.Jetta,Polo,Sonata).What are the major advantages and disadvantages of the brands?Are they successful in building their brands?《营销学原理》 作业习题 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. Applying the relevant principles, please evaluate the targeting and positioning strategies of Haier, TCL, Lenovo for their major products. 2. What do you think of the positioning strategy of “Brain Platina”(脑百金)？ III. Case Analysis: 案例分析 “ RJR’ Eclipse: Rising from Premier’s Ashes”, Principles of Marketing 9th ed. Session 9 Market Plan Implementation and Control 第九讲 Text: Chapter 2，Appendix 2 第二章 附录 I. Marketing Applications: 应用题 1. What activities make up the implementation phase of marketing management? Is it better to have a good marketing strategy that is poorly implemented, or a mediocre strategy that is well implemented? 2. A large manufacturer of industrial equipment has a salesperson assigned to a major city. Regional sales managers supervise the sales representatives in several cities. The chief marketing officers wants to evaluate the profit contribution of the different cities. How might each of the following costs be allocated to each of the cities: (a) the aggregate costs of sending bills to customers; b) district sales managers’ expenses; (c) national magazine advertising; and (d) marketing research? II. Case Analysis：案例分析 “Trap-Ease America: The Big Cheese of Mousetraps”, Principles of Marketing 9th ed. Session 10 Product, Service and Product Development 第十讲 Text: Chapter 8，9 第八、九章 I. Marketing Applications: Question 1 (a – f) 应用题 （在教科书的章尾） II. Issues for Discussion: 讨论题 1. List and explain the “core, actual, and augmented products” of the educational experience that universities offer. How are they different, if at all, from the “product” offered by junior colleges? 2. Get the profile of Lihua Fastfood, Ltd. on its website, and analyze its business model with the theory about service. 3. To get perception from its target market, which way of test marketing is best for a brand-new product such as the flea remover for pets? III. Case Analysis：案例分析 《桑普太阳能案例》（《当代营销学案例集》） Session 11 Product Life-Cycle and Brand Development 第十一讲 Text: Chapter 9,8 第九、八章 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. Pick a food product, soft drink, fashion, or electronic appliance and trace the product’s life cycle. Explain how you separate the stages of the product’s evolution. Project where this life cycle will go from here. 2. Analyze and describe the different brand personalities of three typical car brands in China (e.g. Jetta, Polo, Sonata). What are the major advantages and disadvantages of the brands? Are they successful in building their brands? 3