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营销案例评析(30分)五粮液集团原来仅有五粮液、尖庄两个品牌,分属高档酒和抵档酒,面

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题目:

营销案例评析(30分)五粮液集团原来仅有五粮液、尖庄两个品牌,分属高档酒和抵档酒,面对全国白酒新品牌不断涌现,消费者需求特点变化快的形势显然难以应对。为此,五粮液集团利用“五粮液”这一品牌优势,连续开发出具有不同价位和针对不同层次消费者的白酒新品牌,填补了五粮液与尖庄之间的市场空间。五粮液集团的品牌开发是分层次进行的,首先成功地开发了五良春、五良醇、五良神、五粮液等“五”字头的全国性品牌。同时,根据各地消费者习惯、口味、经济条件都不一样的情况,有针对性地开发了金六福、浏阳河、京酒等区域性品牌。五粮液最多时拥有60多个品牌,在高中低三个市场上同时出击,使得五粮液在白酒市场上总体份额较大,几乎覆盖了每一个档次的细分市场,其相对比较成熟的市场营销方法和灵活的品牌“出租”策略,支撑了企业的高速成长。同时不断加强品牌塑造,加上原有基础不薄的产业根基,终于打造除了今日的“白酒王国”。但纵观全局,五粮液也存在发展的隐患。传播策略上,五粮液坚持和消费者沟通,通过制造新闻让消费者关注五粮液,通过众多子品牌的大量广告投放,在进行产品宣传、企业宣传时,由始至终,一直秉承“新一代成功人士的必饮品”这一中心点来展开,一直坚持不断地在消费者耳边说,这是一个融历史与现代于一体的绝佳饮品。问题:1、在品牌决策上,该集团公司应实施统一品牌决策还是品牌质量决策,即不同品质和档次的产品使用不同的品牌。你认为哪种策略比较可行?并做利弊分析。2、什么是营销组合?你认为,文中所说“五粮液也存在发展的隐患”有哪些?结合所学营销理论,对五粮液的营销组合策略提出你的建议。

答案:

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参考答案:肺结核;血行;尿流;前列腺导管;射精管

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The attitude of some top management used to be "The machine belongs to the company; the worker is made for the machine; or, the worker belongs to the company and exists to satisfy its needs." Entertaining such a perspective today would border on lunacy (精神错乱), although managers can be found who act as though they still prescribe to it. The simple fact is that no employee works primarily to satisfy the needs of any organization. He labors first and foremost to meet his concern for the welfare of the firm. Additionally, the leader soon learns to accept his people as he finds them rather than as he would like them to be. Even if he is unhappy with their performance, he knows that the only possible starting point, for improvement, is where they are and as they are at a given time. Five facts are at the heart of any mutual perception process. First, initial impressions tend to be lasting as well as erroneous, it is necessary not only that the manage-leader perceive his people accurately but that he make it easy for them to see him as he is without sham or flimflam (欺诈). Second, a person perceives what he looks for and very little else. This means that the manager should emphasize the positive in sizing up his people. If he is aware of their limitations, he is also conscious of the fact that he will not make much progress with them by focusing on deficiencies. Far too much time is wasted in most organizations on attempts to eradicate defects. It would be wiser to concentrate on capitalizing on assets and building strengths. Third, needs govern perceptions. At the outset of any relationship, there is bound to be some uncertainty on both sides. If he is an unframed picture to his subordinates, the manager realizes that they are not sure just how to go about relating to him. His responsibility is to be authentic in his dealings with them and open to interaction with them. Authenticity and openness in dealing with his subordinates ’’will help them satisfy their need to know where they stand, how they should relate to him, what kind of person he is, and how he intends to manage. Then they will get a true picture of him and how he operates without wasting time second-guessing and playing games with him. The fourth fact is that attitudes govern perceptions. A positive, supportive attitude is readily sensed by employees, who, even if they are school-dull, are generally life-bright. Finally, perceptions are really transactions between the people involved. As the leader must allow his people opportunities to interact with him, so he must also interact with them. In this way, both will make the getting-to-know-you process efficient and rapid.

To make much progress with them, how should a manager evaluate his subordinates

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