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Review Of Chapter 1 to 6

Review Of Chapter 1 to 6
Review Of Chapter 1 to 6

Review Of Chapter 1 to 6

Course Overview

QUIZ 1

What is Marketing?

Delivery of long term customer satisfaction at a profit.

Marketing Management

Philosophies

What Motivates a Consumer

to Take Action?

?N e e d s- states of felt deprivation including needs for food, needs for belonging and

i.e. I am thirsty.

?W a n t s - form that a human need takes as shaped by culture and individual personality. i.e. I want a Coca-Cola.

?D e m a n d s - human wants backed by buying power. i.e. I have money to buy a Coca-Cola.

Other Applications of Marketing

?Person Marketing: Mkg efforts for getting attention, interest, and preference of a target toward a person, e.g., Celebrities (Shaquille O’Neal) or political candidate (Bush).

?Pl ace Marketing: Visitors, improve image, real estate, …

?Cause Marketing: “friends don’t let friends drive drunk”

?Event Marketing: Sporting, cultural or charitable activities; Salt Lake City 2002 Winter Olympics

?Organization Marketing: Navy = “let the journey begin”

How Do Consumers Choose

Choose Among Many Products

and Services?

?C u s t o m e r V a l u e- difference between the value the customer gains from owning and using a product and the cost of obtaining the product.

?C u s t o m e r S a t i s f a c t i o n- depends on the produ ct’s perceived performance in delivering value relative to a buyer’s expectations.

?Both are closely linked to Q u a l i t y and T o t a l Q u a l i t y M a n a g e m e n t

(T Q M).

How do Consumers Obtain

Products and Services?

?T r a n s a c t i o n s- trade of values between parties: one party gives X to another party and gets Y in return (acquisition + return)

?E x c h a n g e s - act of obtaining a desired object from someone by offering something, such as money, another good, or a service, in return (value agreed upon)

?R e l a t i o n s h i p M a r k e t i n g- building long-term relationships with valued consumers, distributors, dealers, and suppliers (long-term)

Marketing Management Defined

?Marketing management is defined as the analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives. ?Marketing management is concerned not only with finding and increasing demand, but also with changing or even reducing it. E.g., Demarketing

THE PLANNING PROCESS

MKG PLAN

?I. EXECUTIVE SUMMARY

–A stimulating summary of the marketing plan

?II. CURRENT MKG SITUATION

–Internal Analysis: Strengths & Weaknesses

–External Analysis: Opportunities & Threats

?III. ISSUE ANALYSIS

–Evaluate Potential Strategic Alternatives

–Recommend Alternative(s)

?IV. MARKETING OBJECTIVES

–The goals to be achieved through the marketing plan in such areas as customer satisfaction, sales volume or market share

?V. MARKETING STRATEGIES

–Overall Strategies & STP - used to achieve the objectives

?VI. ACTION PROGRAMS

–4P’s - that will be used to achieve the objectives

–Programs that pinpoint who is responsible for the marketing activities and that establish budgets and timetables for executing the MKG strategies

?VII. CONTROLS

–Procedures for monitoring the plan over time and for taking corrective action if needed

Situation Analysis

Analyzing Current SBU’s:

Boston Consulting Group Approach

PORTFOLIO MATRIX (continued)

Allocating future resources for each

?Build

problem child that has the potential to become a star

?Hold

?Harvest

–Increase short-term cash flow from any source except stars

?Divest

–Sell off or close dogs and sometimes problem children that cannot be converted to stars

Marketing Strategies

Management Decision Hierarchy

Strategies Lead to Tactics ?Strategy:

–Direct our promotion to males, ages 25 to 40 years old. ?Tactical alternatives:

–Advertise in magazines read by this group of people

–Advertise on television programs watched by this group

Four Ps of Marketing

Marketing Environment

?M a r k e t i n g E n v i r o n m e n t- consists of the actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful relationships with its target customers. ?Includes:

–M i c r o e n v i r o n m e n t - forces close to the company that affect its ability to serve its customers.

–M a c r o e n v i r o n m e n t - larger societal forces that affect the whole microenvironment.

Marketing Environment

The Marketing Environment

What is a Marketing

Information System (MIS)?

?Consists of people, equipment, and procedures to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers.

?Functions:

–A s s e s s I n f o r m a t i o n N e e d s.

–D e v e l o p N e e d e d I n f o r m a t i o n.

–D i s t r i b u t e I n f o r m a t i o n.

The Marketing Information System

Definition of Marketing Research

The systematic and objective identification, collection, analysis and reporting of information for the purpose of assisting management in decisions relating to the identification and solution of problems and opportunities in marketing.

Types of Data & Where It Comes From Marketing Research Process

Step 1. Defining the Problem & Research Objectives

Primary Research

?Qualitative:

–Individual in-depth interviews

–Focus groups

?Quantitative:

–Observation

–Survey: Mail, telephone, or in-person questionnaire

–Experiment

Market Research Process:

types of samples

?Probability Samples

–Simple random sample

?known chance

?equal probability

–Stratified random sample

?mutually exclusive groups

?random sample drawn

?Non-probability Samples

–Convenience sample

?select easiest population

–Judgment sample

?select for accurate response

?interview set number

The Marketing Research

Process

F i v e-S t e p M a r k e t i n g R e s e a r c h A p p r o a c h

L e a d i n g t o M a r k e t i n g A c t i o n s

Consumer Behavior Influences:

cultural factors

?Culture

?Set of basic values, perceptions and behaviors

?learned behavior by a member of society

?from family and other important institutions

Consumer Behavior Influences:

Social Factors

?Groups

–membership

–reference

?Family

–most important consumer influence

–changing family roles

–children may influence strongly

Consumer Behavior Influences:

Social Factors

?Roles

–Activities people expected to perform

?Status

–Esteem given a role by society

Consumer Behavior Influences:

Personal Factors ?Lifestyle

?A person’s pattern of living

?as expressed in his of her

–Activities: w ork, hobbies, shopping, sports, social events

–Interests: food,fashion,family, recreation

–Opinions: about themselves, social issues, business, products

Consumer Behavior Influences:

Personal Factors ?Occupation

–affects goods or services purchased

–identify occupations with product need

–specialized professional products

?Economic situation

–indicator for income sensitive products

Consumer Behavior Influences:

Personal Factors ?Psychographics

–Technique of measuring lifestyles

–Developing lifestyle classifications

–By measuring

?activities

?interests

?Opinions

–+ Social Class and Personality Characteristics

Consumer Behavior Influences:

Personal Factors ?Personality

–traits

–may predict behavior

?Self-concept

–self-image

–possessions reflect identity

Factors Influencing

Consumer Behavior

Consumer Behavior Influences:

Psychological Factors ?Motivation

–biological needs

–psychological needs

?Motive

–Need sufficiently pressing

–to drive a person to seek satisfaction

–may be unconscious

Types of Buying Behavior

Adopter Groups

Business Buying Situations

Participants in the Business Buying

Process: The Buying Center

Stages of the Business

Buying Process

化工制图-读工艺流程图、设备平面图、绘管道等

65 6-12 根据装配示意图查表拼画化工设备图 技术特性表 管 口 表 e 200 JB/T 81-1994 平面 排污口 d 200 JB/T 81-1994 平面 出料口 c 20 JB/T 81-1994 平面 排气口符号 公称尺寸 连接尺寸标准 连接面形式 用途或名称 a 450 HG21515-1995 人孔 b 200 JB/T 81-1994 平面 进料口设计温度 100 操作温度 40 物料名称 容器类别 I 1.5 腐蚀裕度/mm 焊缝系数 0.85 设计压力/MPa 常压工作压力/MPa 常压 作业指导书 一、 目的 (1) 掌握化工设备零部件的查表方法。(2) 掌握标准件的规定标记的书写方法。 (3) 熟悉化工设备图的包含的内容及表达方法。(4) 掌握化工设备图的作图步骤。二、 内容和要求 (1) 读懂装配示意图,了解所用化工设备标准件的类型, 在6-14、6-15中绘出标准零部件的图形,并标注尺寸,为 装配图的绘制作好准备。 (2) 由装配示意图,绘出储罐设备图。(3) A2图纸,横放,绘图比例自定。三、 注意事项 (1) 画图前看懂设备示意图及有关零部件图,了解设备的 工作情况及各零部件的装配连接关系。 (2) 综合运用化工设备图的表达方法确定表达方案。(3) 要合理布置视图及标题栏、明细栏、管口表、技术特 性表、技术要求。 (4) 参考书中焊缝图形,正确绘出焊缝图形。 姓名班级 学号

6-13 化工设备示意图 姓名学号

6-14 查表确定零件尺寸,作出图形并标注尺寸 姓名 班级 学号

6-15 查表确定零件尺寸,作出图形并标注尺寸 姓名学号

化工制图CAD教程与开发(8)---工艺流程图绘制_GAOQS

第8章工艺流程图绘制^_^ ?本章导引 ?工艺流程图基础知识 ?工艺流程图的绘制 ---

本章导引 本章目录 本章目录^_^ ---

化工工艺流程图是用来表达整个工厂或车间生产流程的图样。它既可用于设计开始时施工方案的讨论,亦是进一步设计施工流程图的主要依据。它通过图解的方式体现出如何由原料变成化工产品的全部过程。化工工艺流程图的设计过程可以分为如下三个阶段: ^_^ ①生产工艺流程示意图; ②生产工艺流程草图; ③生产工艺流程图。 生产工艺流程图的设计或绘制过程是随着化工工艺设计的展开而逐步进行的。化工工艺设计是化工工程设计的主体,它是整个工程设计成败优劣的关键。就工艺设计而言,首先要进行的是生产工艺流程的设计。工艺流程设计是设计方案中规定的原则和主导思想的具体体现,也是下一步工艺设计和其他各专业设计的基础,即决定了以后工艺设计和其他专业设计的内容和条件。 生产工艺流程设计就是如何从原料通过化工过程和设备,经过化学或物理变化逐步变成需要的产品,即化工产品。在复杂的化工生产过程中,原料不是直接变成产品的,与此同时还会产生副产品、废渣、废液和废气等,有的副产品还要经过一些加工步骤才成为合格的副产品,而生产的三废又必须经过合格处理后才能抛弃和排放。因此,生产工艺流程的设计是一项非常复杂而细致的工作,除了极少数工艺流程十分简单外,都要经过反复推敲,精心安排,不断修改和完善才能完成。随着生产工艺流程设计的不断展开,就需要绘制生产工艺流程示意图、生产工艺流程草图和生产工艺流程图等。 ---

一般在编制设计方案时,生产方法和生产规模确定后就可以考虑设计并绘制生产工艺流程示意图了。有了工艺流程示意图就可以进行物料衡算、能量衡算以及部分设备计算,然后才可以进行生产工艺流程草图的设计及绘制。待设备设计 ^_^ 全部完成后,再修改和补充工艺流程草图,由流程草图和设备设计进行车间布置 8-1是乙苯生产的工艺流程图。 本章在介绍工艺流程图基本知识的基础上,着重讲述工艺流程图的组成内容、各部件的绘制方法或标注要求,如生产工艺流程图中设备如何表示、物料管线如何绘制、仪器仪表如何表示等。最后通过绘制一个具体实例,来说明整个工艺流程图的绘制方法和思路。 点击察看图8-1 乙苯生产的工艺流程图 ---

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