Chapter 1

Scenario simulation questions

1. Conley water heater

Standard answer

1) Personal interview. That is, investigators collect information by asking and observing other respondents face to face. This is the most common and flexible interview survey method.

2) generally, different materials are handled in data acceptance: 1. basically correct materials are accepted. 2. Invalid data with more problems. 3. For information with less problems, the investigator may be instructed to conduct remedial investigation.

second, Yuntian market survey

standard answer

1) The first group of marketers used the lien survey method; The second group of marketers used the interview survey method.

lien investigation is a market research method in which the investigator gives the questionnaire to the respondent in person, explains the filling requirements, and leaves the questionnaire.

The respondent fills it out by himself, and then the investigator takes it back regularly.

interview survey refers to the method by which investigators ask relevant questions directly with the respondents.

In practice, observation is widely used, and it is often used to judge the situation.

1. commodity resources observation 2. business site observation 3. commodity inventory observation

3. mail survey

standard answer

1) the main advantages of mail survey are: the survey space is large, which can be free from the restrictions of the investigator's region,

as long as it is mailed, it can be selected as the survey object: there are more samples and less expenses. The main disadvantage of mail survey is the low recovery rate, which easily affects the representativeness of samples, and it takes a long time to get the results of the survey.

2) The coding of data is to use a specified number or character to represent a kind of answer.

When coding and classifying data, coders should focus on the following principles:

Grasp the scale of classification correctly.

In order to ensure that each type of answer can be classified and avoid over-classification, an "Other" classification can be set.

The classification in each question should have a clear meaning and avoid overlapping with other classifications.

Answers to errors or omissions can be classified as a special category, and a special number or character can be assigned to represent them.

IV. Telephone survey

Standard answer

1) The advantages of telephone survey are that it can save survey time, get survey results quickly and save expenses.

the disadvantage is that this method has the disadvantage of incomplete matrix, because the survey results can't represent the opinions of consumers who don't have telephones, and it is not easy to obtain the cooperation of the respondents in telephone survey.

2) The processing of survey data is the process of transforming the original survey data into data for people to analyze.

The investigation data processing process is further subdivided into four basic steps: data acceptance, data editing, data coding and data conversion.

data acceptance is the process of checking the data in general, finding out whether there are any major problems in the data, and deciding whether to adopt the data.

Data editing is a process of carefully checking the data to find out whether there are specific errors or omissions in the data, so as to ensure the correctness and completeness of the data.

data coding is to use a specified number or character to represent a kind of answer.

data conversion is the process of inputting coded data and storing it in a computer, which is called data conversion.

case analysis questions

1. interview survey

standard answer

1) advantages of interview survey method: it has the characteristics of directness and flexibility, can obtain more first-hand information, has high reliability and high recovery rate. Disadvantages: the investigation cost is high and the investigation time is long, which is not conducive to supervising the work of investigators, and the investigation results are easily influenced by personal factors of investigators.

2) It is easy for investigators to gain the trust of the other party by carrying formal letters of introduction or official documents. Especially in the door-to-door investigation, the other party is wary. It is helpful for college students to bring letters of introduction and student ID cards to gain each other's trust.

2. terry company

standard answer

1) interview survey according to the different contact methods between the investigator and the respondent, interview survey can be divided into face-to-face interview, mail interview, telephone interview and indwelling survey.

2) habitual purchase behavior, seeking diversified purchase behavior, and resolving uncoordinated purchase behavior and complex purchase behavior.

buying a computer is a complicated buying behavior. When consumers buy a valuable, infrequently bought, risky and meaningful product, they lack understanding of the product because of the great differences in product brands, so they need a learning process to widely understand the performance and characteristics of the product, so as to have a certain view on the product and finally decide to buy it.

Third, Yingqi Company

Standard answer

1) The first group of marketers used the lien survey method; the second group of marketers used the interview survey method.

2) advantages of lien survey method: the recovery rate of survey documents is high, and the respondents can know the requirements of the questionnaire face to face, so as to avoid errors caused by misunderstanding the survey contents. Moreover, with the method of lien investigation, the opinions of the respondents can be unaffected by the opinions of the investigators, and there is plenty of time to fill in the questionnaire, which is convenient for thinking and remembering.

Disadvantages: the survey area is limited and the survey cost is high, which is not conducive to effective supervision of the activities of investigators.

IV. Tongrentang

Standard answer

1) Industry buyer

2) Re-purchase, revised re-purchase, and new purchase.

5. wal-mart

standard answer

1) middleman buyer

2) the best seller who buys brand-new varieties and is idle. Seek more conditions.

Chapter II

Chapter II

Scenario simulation question

1, transportation company's standard answer of 111 tons of rice

1) is not entirely correct. 1,111 tons of rice should not be transported to Qingdao by car. Because cars are flexible and fast, it is convenient to load goods directly in warehouses, docks and stations. Car carrying capacity is small, and freight is relatively high. 111 tons of rice is a bulk cargo, and Qingdao and Shanghai are far apart, so it is not easy to transport by car.

it is correct to transport p>2.111 color TV sets to Yimeng Mountain by car. Because Yimeng Mountain belongs to mountainous countryside, it lacks rivers and railways. Moreover, 111 sets of color TV sets are not too many, and they are just transported by car.

2).111 tons of rice are transported to Qingdao by train or ship. 111 sets of color TV sets were shipped to Yimeng Mountain for cars.

2.MP3 development

Standard answer

1) Before 2111, the MP3 market in China was an introduction period; from 2111 to 2113, the MP3 market in China was a growth period. In the market growth period, the marketing strategies of enterprises mainly include: improving product quality, finding new market segments, changing the focus of advertising, and timely reducing prices.

2) regional sales organization structure

the regional sales organization structure is the simplest method to design the sales organization structure, which means that an enterprise divides the target market into several sales regions according to the geographical location, and each salesperson is responsible for all sales business in a region. It has the following characteristics: 1. It is beneficial to arouse the enthusiasm of marketers. 2. It is conducive to the establishment of long-term relationship between sales staff and customers. 3. It is conducive to saving traffic expenses.

to divide the sales area by geographical location, it is necessary to determine the size and shape of the sales area. Sales areas can be divided according to the principle of equal sales potential or equal sales workload.

3. Two promotional measures of a manufacturer (5.2-6.8/7.1-7.31)

Standard answer

1) are deducted from the subsidy by the invoice. The purchase subsidy can only be enjoyed if it reaches a certain purchase amount, while the deduction of subsidy by invoice is limited to a certain period of time.

deferred payment. The so-called deferred payment, in short, means that retailers can advance the goods and pay after a period of time.

2) Conditional subsidies can be divided into cash discounts, advertising subsidies, large-scale display subsidies, inventory counting subsidies and inventory restoration subsidies.

4. Haier sells

standard answers

1) contests and lucky draws. Competition and lottery refers to a kind of sales promotion activity in which enterprises take specific prizes as incentives in a certain way to make consumers deeply interested, actively participate in and expect to win prizes.

The two most popular ways of lottery are: one is direct lottery, and the other is redemption lottery. There is also a popular lottery category called "planned learning"

2) preferential treatment of refund, paid gift, packaging promotion, retail subsidy, etc.

two case analysis questions

1. jianghai warehouse management

standard answer

1)1. quantitative ordering method and regular ordering method.

2. Quantitative ordering method.

2) The advantages of the quantitative ordering method are: because the inventory should be checked and counted in detail before each order (to see if it is reduced to the ordering point), the inventory dynamics can be understood and mastered in time. Because the quantity of each order is fixed and it is a predetermined economic batch, the method is simple and convenient. The disadvantage of this ordering method is that it takes a lot of work and time to check and count the inventory in detail frequently, thus increasing the cost of inventory storage and maintenance. This method requires each variety to be ordered separately, which will increase the ordering cost and transportation cost.

2. A detergent company

standard answer

1) Rapid penetration strategy. Introduce new products at low prices and high promotion costs. The conditions for implementing this strategy are: the market capacity of this product is quite large; potential consumers are not familiar with the product and are insensitive to the price; potential competition is fierce; and the unit manufacturing cost of the product can be rapidly reduced with the expansion of production scale and sales volume.

2) cash discount, quantity discount and function discount.

3. Company A has two batches of goods, one batch is a small amount of precision instruments, and the other batch of electric fans

standard answer

1) is not feasible. Precision instruments should be transported by plane. Because the plane has the fastest transportation speed and the smallest carrying capacity, it is suitable for transporting precision instruments. Although the freight is slightly higher, this question does not consider the freight. If precision instruments are transported by train, it is unnecessary, and the speed is not fast enough, so it is difficult to meet the goal of reaching Shenzhen in one day.

2) it is more suitable for electric fans to be transported by car. Because automobile transportation is more flexible and rapid, and it cannot be transported by ship in areas lacking rivers or by train in areas lacking railways, automobile transportation is the most important and appropriate in such areas.

4. Beijing Zhuo Electronic Enterprise

Standard Answer

1) Maturity. After entering the mature period, the sales volume of products increased slowly, reaching the peak gradually, and then declined slowly. The sales profit of products also began to decline from the highest point in the growth period. The market competition was fierce, and various brands and styles of the same type of products appeared constantly.

2) growth period. After entering the growth period, old customers buy repeatedly, and bring new customers, sales surge, corporate profits grow rapidly, and profits reach a peak at this stage.

Chapter III

Scenario Simulation

1. Dafa Company initially intends to buy 111 tons of steel from Huanguan Company

1) What principles should be followed in price explanation?

don't ask, don't answer, answer questions, avoid falsehood and be honest, and be able to speak without writing.

2) It is suitable for negotiations that are at a disadvantage and eager to succeed. The disadvantages of this concession strategy are: firstly, because of the weakness at the beginning and the big step of making profits, when encountering greedy opponents, it will stimulate them to intensify and push their luck. Secondly, this concession strategy may lead to deadlock or defeat in the negotiation after the three concessions are rejected.

two. Xiao Li Tian Mei clothing company salesman

1) Xiao Li can answer like this: "Miss, your memory is very good. This color really caught on a few years ago. But I think you know that the trend of clothing is reincarnation, and now there are signs of this color resurgence. "

2)*** The strategies adopted by salesmen in handling objections are: turning point, transformation, supplementing the inferior with the superior, merging opinions, refuting, cold treatment and euphemism.

3. The strategy of one-time concession for Dynasty Company to purchase software from Jinshan Company

1). We are at a disadvantage in negotiation or the relationship between the parties is friendly.

2) negotiating experience of the negotiating opponent; What kind of negotiation principles and strategies are you going to adopt; What kind of reaction do you expect the other party to give us after giving in?

four. Salesman Xiao Wang introduced the car to the guest

1) The guest deliberately kept the price down, and the guest asked a lot of questions, and the guest had a lot of opinions

2) The intention was to gradually make the customer agree with some points in the sales promotion process. Since he agreed with all the points, it would be unreasonable if he still didn't buy them.

five. Xiao Wang is a typewriter salesman

1) Disadvantages 1. Too much emphasis on the advantages of products before the demonstration, which makes customers' expectations too high. 2. Salespeople overestimate their performance ability. 3, in the process of demonstration, only pay attention to their own operation, and not pay attention to the customer's reaction.

2) The use value, popularity, safety, aesthetics, education, health care, durability and economy of commodities.

Sixth, Century Company will buy 1111 computers from Changchen Company.

1)1. Because this concession is stable, lasting and based on the principle of step by step, it is not easy for buyers to take advantage easily. 2. It is advantageous for both parties to fully bargain, and it is easy to reach an agreement under the condition that the interests are shared. 3. When encountering buyers who are impatient or have no time to talk, they often get the upper hand and weaken the bargaining power of the buyers.

2) negotiating experience of the negotiating opponent; What kind of negotiation principles and strategies are you going to adopt; What kind of reaction do you expect the other party to give us after the concession? < P > VII. Company A is a large enterprise that produces intelligent switches.

1) It gives up all the transferable benefits in the final stage.

2) Disadvantages: Because it insists on the strategy of intransigence repeatedly in the initial stage of negotiation, it may lose its partners, which is risky. At the same time, it is easy to send the other party information that it lacks sincerity, which will affect the draw of the negotiation.

8. Wal-Mart will buy some food from Green Leaf Food Company

1) Stretch packaging. Stretch packaging is a kind of packaging that is stretched with elastic plastic film at room temperature, wrapped the commodity body and tightly sealed. This packaging method does not need heating, and is suitable for commodities that are afraid of heating, such as fresh meat and frozen food. There are also blister packaging, shrink packaging, inflatable packaging, oxygen inhalation packaging, breathable packaging, and fresh-keeping packaging.

2) Graphic signs for commodity transportation packaging:

For commodities that are fragile due to shock, the graphic signs are goblets, and the words "handle with care" are subscripted; For goods that are afraid of humidity, the icon is an open umbrella, and the words "afraid of humidity" are subscript; For goods that are afraid of heat, the icon is the sun, and the words "afraid of heat" are subscripted; For the commodities that need temperature control, the sign thermometer is illustrated, and the high and low temperatures are marked, and the words "temperature limit" are subscripted; In addition, there are graphic signs such as "No Hook", "Up", "Hanging from it", "Center of Gravity", "No Rollover" and "Stacking Limit", etc.

case analysis

1. Wang Li is selling a sofa to a customer

1) turning point method. Once this method is used improperly. Could be a customer.