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06级市场营销第二次作业时间要求和评分表

时间:2007年11月20日前

评分表

Marking sheet 

 

Introduction and session overview                            (  /1 mark)

 

Brief description of the company                              (  /8 marks)

 

Strategic planning                                         

   company mission                                    (  /5 marks)

 

   company objectives                                  (  /5 marks)

 

   business portfolio, SBUs, Product/market Expansion Grid.  (  /5 marks)

 

Marketing environment analysis

    microenvironment                                     (  /5 marks)

 

    macro environment                                    (  /5 marks)

 

Choose one typical consumer product of the company and identify the key target market.

    Product description                                      (  /5 marks)

 

    target market                                           (  /10 marks)

 

Analyze the factors that may affect the target consumers’ behavior (P179-196)

    Cultural factors                                        (  /5 marks)

 

    Social factors                                         (  /5 marks)

 

    Personal factors                                       (  /5 marks)

 

    Psychological factors                                   (  /5 marks)

 

Buyer decision behavior and the reason.                        (  /10 marks)

 

Discussion of the buyer behavior associated with the product      (  /20 marks)                        

 

Conclusion                                                  (  /1 mark)

 

TOTAL                                                            (  /100)       

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