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[市场营销学]课后作业 学术诚信规约宣言 我保证除引用部分外，其余内容完全由我本人完成。 学员签名_____________
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小案例分析
Analysis of Small Cases
给四个小镇的营销建议：
Marketing Recommendation for the Four Small Towns
1）产品：
1）Product:
应选择出售那些具有特色的工艺品，要和其他旅游工艺品有所差异。
Only the featured handicrafts are chosen for sale that
is differentiated from the other tourist souvenirs.
突出内蒙古民族特色，甚至是元朝古都工艺品的特色产品。
They should be characterized as the lifestyles of the
Inner Mongolian nationality, even the featured artworks of the ancient capital
city of Yuan Dynasty of China.
同时还应出售一些有内蒙古特色的一些小工艺品或手工艺品等，游客可以买回去当做送给小孩子玩儿的东西或送给一些朋友的小礼品。
At the same time, some small artifact or handicrafts
with the Inner Mongolian characteristics should also be arranged for sale so
that the travelers can buy some and bring them back to home as toys for
children or the gifts presenting to their friends.
2）价格
2）Price
小工艺品或手工艺品这些产品因为价格很难有可比性，可以定得较便宜（毛利稍低些），游客既然送给其他人或小孩子玩，就会容易购买。
As the products are hard comparable in their prices,
these small artwork or handicrafts can be priced lower (less gross profit) to
easily attract the tourists to buy some since these are only small gifts of
souvenirs for other persons or children.
一方面对于游客来说，成本较低，二来送给朋友时，朋友也不知道价格，会感觉有价值感。
For one thing, the travelers buy them quite cheap
while their friends shall fell a sense of value because they don’t know the
real price anyway.
送礼的游客也很在面子。
And the giver shall feel great as well.
具珍藏意义的一些大件工艺品可以定得高一些（毛利更高些），一方面让人感觉有价值感，另一方面这些东西对于有购买意向的游客来说，价格并不敏感。
The big artwork for keepsake collection can be priced
a little higher (more gross profit) to give people a feeling of value on the
one hand, while the buyers having this kind of purchasing tendency shall not be
sensitive to the price on the other hand.
3）地点
3）Location
旅游景点购物，对于很多人来说，具有偏见，认为假的多，容易上当受骗。
Many persons are so prejudiced as to think that the
souvenirs being sold at the tourist spots are likely the fake goods and shall
refrain from buying them for fear of being cheated.
另外，旅游购物时，很多人都是在即将离开时才会去购物。
And many people are likely to buy things only when
they are leaving the sightseeing spots.
在观光途中，会忙于欣赏风景，不愿意留下来购物。
During the sightseeing programs, they would rather be
busy viewing the scenery than to stop for shopping.
所以，如果有可能，应该把店设在风景点观光结束后游客离开时要经过的地方。
Therefore, arrangements should be made to deploy the
souvenir stores at the locations where the tourist leave by.
4）促销
4）Sales Promotion
应把产品定位成元朝古都工艺品！要把内蒙古特色的工艺品和购买地点联系起来，否则游客购买纪念品时，为什么要在北京选购内蒙古的工艺品呢？
Positioning the products as the handicrafts produced
in the ancient capital city of the Yuan Dynasty and linking the artwork with
the Inner Mongolian characteristics with the location of purchasing, or else
why should they buy the Inner Mongolian handicrafts in Beijing?
店员应着蒙古特色服装或元朝宫廷服装，站在店门前吸引并招揽客人。
The salespersons should wear the Mongolian featured
clothes or the royal garments of Yuan Dynasty and stand at the shop gate to
welcome the guests.
也可以免费和游客合影留念。
Also to take photos together with the tourists for
free and present the pictures to them as the tokens.
陈列商品不应以出自于哪个地点、或自己的判断来决定好坏，并以此来决定陈列的位置及面积。
The displayed commodity should not be graded as
superior or inferior according to their origin, or simply by your own judgment,
as well as not to arrange location and area of display based on these
considerations.
在没有确定信息的情况下，应该平均陈列就好了，经过一段时间以后，把卖得最好的商品放在最好的位置，给予最大的面积。
If there is no definite information available, just to
have them averagely exhibited in the stores, and after a period of time to put
the bestsellers at the most conspicuous locations and give them the biggest
shop floor.
小礼品及小工艺品多摆在店门口，以便于游客看得见。
The small souvenirs and minor gifts can be displayed
near the gate so that the travelers can easily see them.
另外，有可能的情况下，在当个风景点浏览门票上做广告，“＊＊店，真正元朝古都工艺品大全，让此次旅游有所纪念。
If possible, make advertisement on the admission
ticket of sightseeing spots to have the following wordings printed on the
paper: “So and so store, genuine and nice collection of artwork from the
capital city of Yuan Dynasty”, which shall change them into a memory of their
adventure.”
柯达公司案例
Case of Kodak Company
1．你认为柯达的Funtime品牌应当使用哪一种色彩组合？其色彩是否应该让顾客意识到Funtime是柯达公司旗下的产品？还是比如说应该是某种绿色调。
1. In your opinion, which combination of colors should
the film of Funtime brand of Kodak adopt? Should the customers be reminded by
the color that the Funtime is one of the products subordinated to the Kodak
Company? Say a certain kind of green hue for them.
答：
Response:
Funtime不应该使用与原柯达Gold Plus那种传统的金黄色彩组合，但应该让消费者意识到这是柯达公司旗下的产品。
Funtime shall not use the traditional combined colors
of golden yellow same as the one adopted by the previous GoldPlus film of
Kodak. However, it must be able to remind the customers that this is really a
new product belonging to the Kodak Group.
如果使用与原来Gold
plus的传统的金黄色彩组合，会让消费者有混淆的感觉，以为只是原品牌下的一个系列产品，同时会由于Funtime的低价格，降低对原来高利润产品的价值感，损害品牌，损失公司价值。
If it adopted the same traditional color of golden
yellow, customers would be perplexed as to think that it is only a series
product under the previous brand. At the same time, the feeling of value for a
higher-profit product shall be lowed because of the low pricing of Funtime
resulting in damage to the brand and loss of value to the company.
但是，设计上还应该是让消费者一眼能看出这就是柯达公司的新产品或新品牌，因为根据柯达公司的消费者研究资料显示：50%的购买者是柯达忠实用户，40%的购买者则想尝试柯达新产品，10%的购买者是根据价格购物。
However, it should be so designed as to let the
customers recognize it at the first glace as a brand-new product under Kodak
Company. The reason is that according to information of a consumer study
conducted by Kodak Company, 55% of purchasers are the loyal users of Kodak
product and 40% of them just want to have a try to the new product of Kodak
while the remainders 10% choose it for the low price.
这样做，可以提高消费者的试用率，增加销量，打击直接的竞争对手富士。
This kind of strategy can increase the probability of
try-using by the customers and boost the sale, which is able to directly
suppress our competitor - the FujiColor.
另外，由于价格较低，直接针对竞争对手富士公司，设计上应用绿色调，以混淆其与富士的差别，拉近和富士的距离，倒并没有什么坏处，同时在终端陈列上，也尽可能地和富士放在一起。
In addition, it should be designed as using the green
hue so that it can disguise itself as an imitation of Fuji’s product since this
is just a low-end product directly opposing our competitor the FujiColor. At
the same time, when displaying it at the sales terminations, just to put it as
closer to the Fuji products as possible.
2．柯达的极品品牌Ektar是否有助于柯达抵御富士的攻势？
2. Is the top brand film - the Ektar series helpful to
resist the sales offensive of the FujiColor?
答：
Response:
有助于抵御富士的攻势！
Yes, it is. It is able to effectively beat them.
一．这种极品胶卷专为高级业余摄影者和职业摄影者等专业人士提供。
1. This kind of top grade film is specially provided
for the high-end armature photographers and the professional
photographers.
这部分人群具有意见领导性。
The people of this sector usually take the lead in
directing the customer’s consuming tendency.
他们的建议对普通消费者，甚至媒体都有着强烈的引导意义，如果丢失这部分人群，将对其他市场有着负面的影响。
Their opinion shall play a strong role of leading the
market for the ordinary consumers and even for the public media. Losing this
sector of customers shall adversely affect the other market situation for us.
二．这种极品胶卷的销售渠道是照相器材商店，占有着14%的销售份额，是一个非常重要的渠道。
2. This kind of top-grade film is distributed in the
photographic equipment stores and that takes 14% of the total sale. So it is
one of the most important distribution channels for us.
一定不能放手让富士去扩大销量。
We should not let Fuji to expand their sale in this
regard.
三．这部分产品的价格较高，毛利也可能较高，可以提高的利润。
3. This portion of product is selling for quite high
price with higher gross profit and that contributes a lot for heightening our
profit rate.
但是，要加强此品牌与柯达的联系度，此品牌对专业人士形成的口碑，将提高柯达的品牌形象，及消费者对柯达的专业技术水平认知。
However, measures should be taken to strengthen the
bondage of this brand with the Kodak Group because its good appraisals made by
the professionals are helpful to improving the brand image of Kodak Group and
enhancing customer’s recognition of Kodak products for their professional
technology.
3．为什么柯达仅在淡季销售Funtime胶卷？
3. Why Kodal sells the Funtime film only in the
off-seasons?
答：
Response:
可能的原因是柯达不希望此低价格品牌对整体公司利润产生不利影响。
The possible reason may be that the Kodak does not
want to cause adverse affection to the overall profit of the company by this
low-priced item.
因为推出低价格的品牌，通常会有部分原有顾客转向购买低价格品牌，而使公司损失利润。
When a low-priced product is staged onto the market,
there shall be a portion of previous users changing to the lower-priced
product, thus to cause profit loss to the company.
而在淡季销售，可会吸引部分价格敏感的客户，来增加公司销量。
If it is sold in the off-seasons, it shall attract
users of the low sector who are usually sensitive to price in order to increase
the sale of the company.
但是，我认为这并不是一个好的策略。
However, I do not think that it is a good strategy on
the whole.
不论在什么时候，此品牌都应该是定位在那些对价格敏感的部分消费者。
Whatever the season is, this product is certainly
targeted at the sector of users who are sensitive to prices.
他们不论淡旺季都会有着同样的低价格需求的。
They always want to buy the lower-priced product no
matter in the rush season or the off-season.
而且竞争对手也总是存在着的，不是因为淡旺季竞争对手就会有着份额上的大幅变化。
And the competitors always work in every season and
whose market share shall not vary significantly in different seasons.
另外，如果一个品牌在旺季不见了，在淡季时谁还会记得呢？因此，只要此品牌定位明确，就应该不区分淡旺季供应，持续供应，持续与竞争对手抢夺顾客。Besides, if a certain brand disappeared in
the rush season, who would remember it in the off-season? Hence, a
well-positioned product should be supplied continuously regardless the
different seasons to grab the customers back to us from our competitors.
而定位明确的品牌，也不会带走原高档品牌的消费者的，如果一定有影响，也是影响了已经准备去购买富士的消费者。
In addition, a specifically positioned product shall
not take away the previous consumers who usually tend to buy the high-grade
product. If there is any affection, it shall attract those consumers who
previously wanted to buy the film made by the Fuji Company.
4．假设柯达把其金装胶卷（Gold Plus）3.49美元的价格降低20%（以和富士的价格相对应），销售必须提高到多少才能抵补降低价格引起的利润损失（从而使总利润持平）？
4. Suppose that Kodak lower the price of its GoldPlus
film by 20% from its original price of US$ 3.49 a piece, how many percentage of
sales enhancing is sufficient to offset the profit loss caused by the price decrease?
(keep the overall profit unchanged)
答：
Response:
分析过程如下：
Formulas can be made as the followings:
原来 下降20%之后
Original Price New Price
lowered by 20%
零售价格 $3.49 $2.79
Retail Price $3.49 $2.79
出厂价格（－20%经销商利润）
Factory Price (－20% for distributor’s profit)
$2.79
$2.23
毛利70%，成本30%
70% of gross profit and 30% of cost
成本 $0.84
$0.84
Cost $0.84 $0.84
毛利润 $1.95
$1.39
Gross Profit $1.95
$1.39
原来总销售量＝美国总量＊柯达市场份额＊扣除极品胶卷的渠道所占份额（14%）＝6.7亿＊70%＊86%＝4亿卷
Previous sales amount ＝ Overall amount sold in USA ＊ market share of Kodak ＊ deduct the market share of top grade film （14%） ＝ 670 million ＊ 70% ＊ 86% ＝ 400 million pieces of film
原来总利润为 $4*1.95=$7.8亿
Previous gross profit - $1.95 * 400 million = $780 million
价格下降20%之后，利润持平时的销售量为:
After the
price is lowed by 20%, the total amount of sale that is able to maintain the
previous total profit -
$7.8亿/$1.39=5.6亿卷
$780 million / $1.39 = 560 million pieces
销售量增长率为：
The rate of sales increase is -
(5.6-4)/4 million = 40%
(560 - 400) / 400 million = 40%
因此，假如当金装胶卷（Gold Plus）从3.49美元下降20%时，销售量必须提高40%才能使公司总利润持平。
Hence, when the price of the GoldPlus film is lowed by
20% from its original price of US$3.49, the total amount of sale should be
increased by 40% as to keep the company’s overall profit unchanged from before.
5．假定柯达1993年在美国的年胶卷销售收入为14亿美元。
5. Suppose that the sales revenue of Kodak in USA is
USD 1400 million in the year 1993.
假设在这个案例中我们现在（1994年）作了一次市场测试，发现广告开支增加60%会致使销售收入提高5%。
And an investigation (1994) of this case found that
the increase of expenditure on the advertisement by 60% could boost the sales
revenue by 5% in total.
那你有何建议？
What kind of recommendation do you have?
答：
Response:
应该增加60%的广告开支！
The advertisement expenditure should be increased by
60%.
分析表如下：
The analysis is listed as follows -
1993年 （假设下）1994年
1993 （assumed） 1994
销售收入 14亿 14＊（1＋5%）＝14.7
Sales revenue 1400 million