Scenario simulation questions
First of all, Conley water heater
Model answer
1) Personal interview. That is, investigators collect information by face-to-face questioning and observing other respondents. This is the most common and flexible interview survey method.
2) Processing of different data in general data acceptance: 1. Accept basically correct data. 2. Invalid data with more problems. 3. For less problematic information, researchers may be instructed to conduct remedial investigations.
Second, the Tian Yun market survey
Model answer
1) The first group of marketers used the lien investigation method; The second group of marketers used the interview survey method.
Indwelling investigation refers to the fact that the investigator gives the questionnaire to the respondent face to face, explains the filling requirements, and leaves the questionnaire.
A market research method in which the respondents fill it out by themselves and then the investigators take it back regularly.
Interview survey refers to the method that investigators ask relevant questions by directly interviewing the respondents.
In practice, observation is widely used and often used to judge the situation.
1. commodity resources observation 2. On-site observation of business III. Commodity inventory observation
Third, mail survey.
Model answer
1) The main advantages of mail survey are: the survey scope is large, and it is not limited by the region where the investigator is located.
As long as it is a postal place, you can choose to be the object of investigation: more samples and less expenses; And the respondents have enough time to consider and answer; At the same time, they can avoid the influence of biased opinions of investigators in interviews. The main disadvantage of mail survey is that the recovery rate is low, which easily affects the representativeness of samples and takes a long time to get the survey results.
2) The encoding of data is to use the specified numbers or characters to represent an answer.
When coding and classifying data, the coder should pay attention to the following principles:
Correctly grasp the classification scale.
In order to ensure that each type of answer can be classified and avoid over-classification, you can set an "other" classification.
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 special and can be represented by a special number or character.
Fourth, telephone survey.
Model answer
1) The advantages of telephone survey are that it can save survey time, get survey results quickly and save costs.
The disadvantage is that this method has the disadvantage of incomplete matrix, because the survey results can not represent the opinions of consumers without telephones, and it is not easy to get the cooperation of respondents in telephone surveys.
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 a process of comprehensively checking the data, finding out whether there are major problems in the data and deciding whether to adopt the data.
Data editing is a process of carefully examining data to find out whether there are specific errors or omissions in the data, so as to ensure the correctness and integrity of the data.
Data coding is to use specified numbers or characters to represent an answer.
Data conversion is the process of inputting and storing coded data in a computer, which is called data conversion.
Case analysis problem
I. Interview survey
Model answer
1) advantages of interview survey method: it is direct and flexible, can obtain more first-hand information, has high credibility and high recovery rate. Disadvantages: high investigation cost and long investigation time are not conducive to supervising the work of investigators, and the investigation results are easily influenced by personal factors of investigators.
2) Investigators carry official letters of introduction or official documents, which is easy to gain the trust of the other party. Especially when the door-to-door investigation, the other party is wary. College students bring letters of introduction and student ID cards to gain each other's trust.
Second, Terry Company.
Model answer
1) interview survey according to the different contact methods between the investigator and the respondent, interview survey can be divided into interview interview, email interview, telephone interview and indwelling survey.
2) Habitual buying behavior, seeking diversified buying behavior and solving uncoordinated buying behavior and complicated buying behavior.
Buying a computer is a complicated buying behavior. When consumers buy a valuable, seldom-bought, risky and meaningful product, they need a learning process to understand the performance and characteristics of the product widely, so they have a certain view on the product and finally decide to buy it.
Third, Qi Ying Company.
Model answer
1) The first group of marketers used the lien investigation method; The second group of marketers used the interview survey method.
2) Advantages of the lien survey method: the questionnaire has a high recovery rate, and the respondents can understand the requirements of the questionnaire face to face, so as to avoid mistakes caused by misunderstanding the survey contents. Moreover, by adopting the method of indwelling investigation, the opinions of the respondents can be unaffected by the opinions of the investigators, and they have enough time to fill out the questionnaire, which is convenient for thinking and remembering.
Disadvantages: the limited geographical scope and high cost of investigation are not conducive to effective supervision of investigators' activities.
Fourth, Tong Ren Tang.
Model answer
1) industry buyers
2) Re-purchase, revision, re-purchase and new purchase.
Verb (abbreviation for verb) Wal-Mart Supermarket
Model answer
1) Intermediary buyer
2) Buy brand-new varieties and idle best-selling products. Ask for more conditions.
chapter two
chapter two
Scenario simulation questions
1, transportation company100t rice.
Model answer
1) is incorrect. 1 and 100 tons of rice should not be transported to Qingdao by car. Because cars are flexible and fast, it is convenient to load directly in warehouses, docks and stations. The car has a small load and a high freight rate. 100 tons of rice is bulk cargo, and Qingdao and Shanghai are far apart, so it is not easy to transport by car.
2. 100 sets of color TV were transported to Yimeng mountain by car correctly. Because Yimeng Mountain belongs to mountainous countryside, it lacks rivers and railways. Moreover, 100 color TV sets are not too many, so it is enough to transport them by car.
2).100t rice will be transported to Qingdao by train or ship. 100 sets of color TV were transported to Yimeng Mountain for automobile use.
2.MP3 development
Model answer
Before 1)200 1, the MP3 market in China was an introduction period; From 200 1 to 2003, the MP3 market in China is 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 way to design the sales organization structure, that is, the 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 conducive to mobilizing the enthusiasm of marketing personnel. 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 promotion measures of a manufacturer (5.2-6.8/7. 1-7.3 1)
Model answer
1) Deduct the subsidy with 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 receive goods in advance and pay later.
2) Conditional subsidies can be divided into cash discounts, advertising subsidies, large-scale display subsidies, inventory counting subsidies, and inventory repair subsidies.
4. Haier company sales
Model answer
1) Competition and lucky draw. Quiz lottery refers to a promotional activity in which enterprises use specific prizes as incentives in a certain way to make consumers deeply interested, actively participate and expect to win prizes.
The two most popular ways to shake the number are: one is to shake the number directly; The other is a lottery ticket. Another popular lottery category is called "planned study"
2) Refund of fees, paid gifts, packaging promotion, retail subsidies, etc.
Two case analysis questions
1, Jianghai Warehouse Management
Model answer
1) 1. Quantitative ordering method and regular ordering method.
2. Quantitative ordering method.
2) The advantages of the quantitative ordering method are as follows: Because the inventory must be inspected 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, this 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 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. Washing Products Company
Model answer
1) rapid penetration strategy. Introducing new products at low prices leads to high promotion costs. The conditions for implementing this strategy are: the market capacity of this product is quite large; Potential consumers are unfamiliar with products and insensitive to prices; Potential competition is fierce; With the expansion of production scale and sales volume, the unit manufacturing cost of products will decrease rapidly.
2) Cash discount, quantity discount and function discount.
Company A has two shipments, one is a small amount of precision instruments, and the other is electric fans.
Model 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 rate is slightly higher, this issue does not consider the freight rate. It is unnecessary to transport precision instruments by train, and the speed is not fast enough, so it is difficult to reach the goal of reaching Shenzhen in one day.
2) Electric fans are more suitable for automobile transportation. Because automobile transportation is more flexible and fast, it cannot be transported by ship in areas lacking rivers and by train in areas lacking railways, so automobile transportation is the most important and appropriate in such areas.
4. Beijing Zhuo Electronic Enterprise Co., Ltd.
Model answer
1) expires. After entering the mature period, the sales volume of products rose slowly, reached 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 is fierce, and various brands and styles of the same type of products appear constantly.
2) Growth period. After entering the growth period, old customers repeatedly buy and bring new customers, sales surge, corporate profits grow rapidly, and profits reach the peak at this stage.
chapter three
Scenario simulation
1. Dafa Company initially intends to purchase 65,438+000 tons of steel from Huaguan Company.
1) What is the principle of price explanation?
Don't ask, don't answer, ask and answer, avoid emptiness and be practical, and be able to say or not write.
2) Suitable for negotiations at a disadvantage and eager for success. 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 failure of negotiations after three concessions are rejected.
Two. Xiao Li Mei Tian clothing company salesman
1) Li Can Jr. replied, "Miss, you have a good memory. This color was really popular 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 used by salesmen to deal with objections are: turning point, transformation, supplementing the inferior with the superior, merging opinions, refuting, cold treatment and euphemism.
3. Dynasty Company purchased software from Jinshan Company.
1) One-time concession strategy. We are at a disadvantage in the negotiation or have a friendly relationship.
2) The negotiating experience of the negotiating opponent; What 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. Xiao Wang, the salesman, introduced the car to the guests.
1) The guest deliberately lowered the price. The guests asked many questions and had many opinions.
2) The intention is to gradually make customers agree with some points in the process of sales promotion. Since he agrees with all the points, it is unreasonable for him not to buy nature.
Five. Xiao Wang is a typewriter salesman.
1) Disadvantages 1. Too much emphasis on the advantages of the product before the demonstration makes the customer's 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 the goods.
Century Company will buy 65,438+0,000 computers from Chen Chang Company.
1) 1. Because this concession is stable, lasting and based on the principle of gradual progress, it is not easy for buyers to take advantage easily. 2. It is beneficial for both parties to fully bargain, and it is easy to reach an agreement under the condition of sharing interests. 3. Buyers who are impatient or have no time to talk often get the upper hand and weaken the bargaining power of buyers.
2) The negotiating experience of the negotiating opponent; What negotiation principles and strategies are you going to adopt; What kind of reaction do you expect from the other side after the concession?
Seven. Company A is a large enterprise that produces intelligent switches.
1) In the final stage, all transferable benefits are ceded step by step.
2) Disadvantages: You may lose your partner because you repeatedly adhere to the uncompromising strategy in the initial stage of negotiation and concession, which is risky. At the same time, it is easy to send a message of lack of sincerity to the other party, thus affecting the draw of the negotiations.
Wal-Mart will buy some food from Green Leaf Food Company.
1) stretch packaging. Stretch packaging refers to a kind of packaging that is stretched with elastic plastic film at room temperature, wraps the commodity body and is tightly sealed. This packaging method does not need heating, and is suitable for fresh meat, frozen food and other commodities that are afraid of heat. There are also blister packaging, shrink packaging, inflatable packaging, oxygen-absorbing packaging, breathable packaging and fresh-keeping packaging.
2) Graphical signs for commodity transportation, packaging, storage and transportation:
For fragile products that are afraid of vibration, the graphic symbol is goblet, marked with the words "handle with care"; For goods that are afraid of humidity, the icon is open umbrella, and the words "afraid of humidity" are subscripted; Commodities that are afraid of heat are marked with the sun and the words "afraid of heat" are added; For the commodities that need temperature control, the thermometer is indicated in the diagram, indicating the high and low temperatures, and the words "temperature limit" are added; In addition, there are graphic signs such as "No Hook", "Up", "Hanging on it", "Center of Gravity", "No Rollover" and "Stacking Limit".
Case analysis problem
1. Wang Li is selling sofas to customers.
1) turning processing method. Once this method is used improperly. It may be that there are many objections raised by customers. It is better to use the word "but" as little as possible in the process of use, but the actual conversation contains "but" opinions.
2) Hypothetical trading method. Adopting hypothetical trading mode is beneficial to saving sales time and improving sales efficiency.
Xiao Wang sold a check to the bank clerk.
1) requests to close the method. The intention is to gradually make customers agree with some points in the process of sales promotion. Since he agrees with all the points, it is naturally unreasonable if he still refuses to buy.
2) Partial trading method, hypothetical trading method, term trading method, preferential trading method, herd trading method, concession trading method, final trading method, hunger trading method, guaranteed trading method, selective trading method and incentive trading method.
Xiao Li is a salesman of L Clothing Company.
1) When dealing with objections, salespeople should relax and not be nervous. They should be aware of the existence of dissent. Keep calm after the customer raises an objection. Sales staff should listen carefully, sincerely welcome and never obstruct. Sales staff must seriously answer the objections raised by customers, use appropriate words, have a gentle tone, respect customers and express euphemism.
2) When dealing with objections, salespeople adopt the following strategies: transformation, turning, euphemism, merging opinions, shoddy, refutation and cold treatment.
Xiao Li should use the turning point method to indirectly deny the customer's opinion according to the relevant facts and sources. The application of this method is to admit the customer's point of view first, which makes sense, that is, to make some concessions to the customer before expressing the point of view, and to use the word "but" as little as possible in the use process, but the actual conversation contains a turning point, which is better.
For example, on this topic, Xiao Li first affirmed that the customer understood the trend of fashion, affirmed that the customer's opinions were reasonable, and then euphemistically pointed out that the color showed signs of resurgence, so as not to destroy the good negotiation atmosphere and leave room for his own conversation.
Fourth, Mary sells juicers.
1) begins with a quote from others.
Start by asking questions, telling interesting things and giving more gifts.
2) Select the closing method
Request trading method, partial trading method, herd trading method, preferential trading method, concession trading method, hunger trading method, term trading method, incentive trading method, final trading method, secured trading method and hypothetical trading method.
5. Printer scanner promoted by salesman Xiao Wang.
1) The strategies for handling objections are: turning, transforming, merging opinions, supplementing the bad with the good, refuting, euphemism and cold treatment. Xiao Wang used the transformation method.
2) Suggested liquidation strategies: request liquidation, partial liquidation, herd liquidation, incentive liquidation, priority liquidation, concession liquidation, hunger liquidation, final liquidation, term liquidation, guaranteed liquidation, hypothetical liquidation and selective liquidation. Xiao Wang used the selective trading method.
In order to meet the new sales peak, Wei Lan Air Conditioning Company
1) Home visit, advertisement search, joint marketing introduction, celebrity introduction, letter search, information inquiry, market consultation, personal observation, organization establishment, competition intervention, entrusted assistant, industry surprise,
2) Advertising search spreads quickly and widely, saving manpower, material resources and financial resources. However, advertising costs are getting more and more expensive, and it is difficult for enterprises to grasp the customer's response.
7. Company A is an international household appliance company.
1) First high, then low, then slightly high concession strategy.
2) Advantages of this concession strategy: First, the starting point of concession is appropriate and moderate, which can convey cooperative and profitable information to the other party. Second, the negotiations are full of vitality. If the negotiation can't be completed in a slow pace, it will be easy to succeed if you make a lot of money. Thirdly, because you are slow in the second concession, you can give the other party a feeling that it is coming to an end, which is easy to urge the other party to make a decision as soon as possible, and finally you can protect your greater interests.
chapter four
chapter four
Scenario simulation
I. Jewelry in People's Shopping Mall
1) There are rules to follow; Handle in time
2) The process includes: encouraging customers to speak; Obtain and judge the truth; Provide solutions; Fair settlement of claims; Suggest sales; Establish goodwill
2. Oriental Company purchased steel100t from Red Star Company.
1) once every six months.
2) give financial aid; Give technical support; Give material support; Give financial support to management software. Implement some financial assistance or help to the debtor with only short-term effect.
Third, the "blue giant" IBM.
1) 1 and 4 are pre-sales services; 2 and 3 belong to after-sales service.
2) There are rules to follow; Handle in time; Distinguish responsibilities; File analysis.
Fourth, the content of the service is very rich. In recent years, Lenovo,,,
1) pre-sales service127; Sales service 34; After-sales service 56;
2) Standard follow-up method. A simple way for enterprises to improve service quality is to learn from competitors. It means that enterprises compare their products, services and marketing processes with the standards of competitors in the market, especially the best competitors, and find their own gaps in the process of comparison and inspection, so as to improve their own level.
Blueprint technology. It refers to a strategy to improve the service quality of enterprises by decomposing organizational systems and institutions, determining the contact points between customers and service personnel, and starting from these contact points.
Cinda decided to buy 200 computers.
1) passed the investigation of financial institutions (banks); Using professional credit investigation agencies to conduct investigations; Through customer or industry organization survey; Internal investigation.
2) Ask the customer to provide a guarantor; Increase credit guarantee; Fair trading contract; Reduce supply or impose delivery restrictions and accept subrogation. If there is a guarantor, collect debts from the guarantor; If there is collateral guarantee, accept collateral to pay off debts.
6. Guangzhou South Building Department Store
1) 1 is a huge and bulky product. 2 when the one-time purchase is too large and it is not convenient for you to carry it yourself. For some customers with special difficulties
2) "Three Guarantees" service refers to the service of repairing, replacing and returning the sold goods; Installation service; Packaging service; Telephone return visit and personnel return visit; Provide consulting and guidance services; Establish customer files; Properly handle customer complaints.
case analysis
1. Sanjiang Shopping Mall once purchased a batch of goods worth 65,438+10,000 yuan from an enterprise.
1) is not feasible.
Because the use of economic countermeasures to recover debts is limited to the same legal relationship, that is, the same creditor-debtor relationship or the same debt contract, and this debt contract is a contract between the two parties.
In this case, Sanjiang Shopping Mall signed two contracts with the enterprise instead of two contracts. If economic counterbalance is used in different creditor-debtor relationships, then the creditor's behavior is considered as a kind of revenge in law. It is an improper act that intentionally damages the legitimate interests of the debtor, and the law must punish it. Therefore, Sanjiang Shopping Mall must bear the responsibility of paying liquidated damages and compensating for losses.
2) Use administrative intervention to assist in debt collection.
Use the supervision function of financial institutions to collect debts.
Collecting debts by means of economic competition.
Use the means of interrupting the cooperative relationship to help collect debts.
Use "blood transfusion" to support debtors to collect debts.
Second, IBM, the world's largest computer manufacturer.
1) There are five main gaps affecting service quality:
1 management is still a gap, indicating that the management of the enterprise misunderstood the expectations of customers for service quality.
The standard gap in quality refers to the inconsistency between the specific quality standards stipulated by the enterprise and the management's understanding of the customer's quality expectations.
3. The service supply gap refers to the poor service quality in the process of production and supply, which can not meet the quality standards stipulated by the enterprise.
The information dissemination gap between suppliers means that the quality of information provided by enterprises to customers is inconsistent with the actual services provided by enterprises, and the former is usually not as good as the latter.
The perceived gap of service quality means that the customer experience and perceived service quality are inconsistent with their expected service quality, and most of them are worse than the latter.
2) Network
Adapt to the change of customer service mode: provide accurate information for customers; Communicate effectively with customers; Really solve customers' problems; Protect customer privacy and information security; Establish a "seamless" customer relationship; Realize the commitment to customers.
3. Hailai Company decided to buy 100 computers from Deep Blue Company.
1) passed the investigation of financial institution "bank"; Using professional credit investigation agencies to conduct investigations; Through customer or industry organization survey; Internal investigation.
2) Under the following circumstances, enterprises should tighten credit policies to reduce enterprise risks:
1 Compared with competitors, the corporate credit policy is too loose and the average risk level is higher than that of competitors;
Enterprises rely on selling to some big customers, and small customers are relatively unimportant;
3. Products are in short supply in the market, and the production capacity of enterprises is limited;
4. Low product profit rate;
The environmental and economic situation is not good, and the economy where the enterprise is located is in a state of recession;
6. The risk of the customer's industry is particularly high;
7 products are featured products, and the sales area is extremely narrow;
8. The upfront cost for customers to order products or services is very high;
9 customers order expensive equipment or large-scale production machinery;
10 major events such as debt disputes and legal proceedings that affect the customer's continuing operations occur.
4. Guangdong Jianlibao Group stands out in China sports market.
1) Pre-sales service: let customers know through advertisements; Service telephone; Free consultation; Provide customer training for complex products; Provide a good shopping environment; Provide convenience for customers. Jianlibao Group lets customers know through advertisements; Provide a good shopping environment; Provide convenience for customers.
2) sales service: help customers understand the products; Help customers choose products; Meet the reasonable requirements of customers; Providing agency business; Field operation.
Comprehensive test questions
Comprehensive test questions
1.A company is a large international household appliance company.
1) is appropriate. This concession strategy is generally applicable to: cooperation-oriented negotiations. The characteristics of this concession strategy are: cooperation first, competition second, honesty being false, softness being strong. First of all, the starting point of concession is more appropriate and moderate, which can convey cooperative and profitable information to the other side. Second, the negotiations are full of vitality. Thirdly, because slowing down in the second concession can give the other party a feeling that it is so far, and it is easy to urge the other party to make a decision as soon as possible, and finally it can protect its greater interests.
2) Strategies to break the deadlock:
Pay attention to interests from an objective perspective;
Look for alternatives from different schemes;
Argue from the unreasonable demands of the other party;
Look at the problem from the other side's point of view
Take advantage of each other's loopholes.
When the interest gap between the two sides is reasonable, they can bargain-hunting;
Effective concessions are also a wise policy.
Second, a manufacturer has introduced three kinds of promotion measures (5.1-6.8/7.1-7.31/5.1-7.31).
1) Promotion strategies can be classified into ten categories: giving coupons, discounts, point-of-sale discounts, refunds, competitions and sweepstakes, giving samples, giving gifts, packaging promotions, retail subsidies and POP advertisements.
The promotion strategies adopted by manufacturers include competition, lottery and retail subsidies.
2) Unconditional subsidies are divided into purchase subsidies, invoice deduction subsidies, free subsidies and deferred payment.
Conditional subsidies can be divided into cash discounts, advertising subsidies, large-scale display subsidies, inventory subsidies and inventory repair subsidies.
The manufacturer adopted one of them, that is, deducting subsidies and delaying payment with invoices.
Third, the level of customer satisfaction ... comes from KFC.
1) According to the chronological order of services, services can be divided into pre-sales services, in-sales services and after-sales services.
In this case, KFC's services for customers are: providing a good supply environment; Packaging service; Meet the reasonable requirements of customers; Provide consulting and guidance services; Provide convenience for customers, etc.
2) Take measures to improve service quality:
1. Establish the service concept of "customer-centric"
2. Service embodies the concept of experiential marketing.
The new marketing concept developed by experience marketers in recent years refers to all the activities of enterprises to produce and operate high-quality products with service products as the stage and tangible products as the carrier.
3. Ways to improve service quality:
The standard follow-up method means that an enterprise compares its products, services and marketing process with the standards of competitors in the market, especially the best competitors, and finds its own gap in the process of comparison and inspection, thus improving its own level.
Blueprint skill method refers to a strategy to identify the contact points between customers and service personnel by decomposing organizational systems and institutions, and to improve the service quality of enterprises from these contact points.