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11.PleasedrawthepyramidofMaslow’shierarchyofneedsandtrytoillustrate.Apersontriestosatisfythemostimportantneedfirst.Whenthatneedissatisfied,itwillstopbeingamotivatorandthepersonwillthentrytosatisfythenextmostimportantneed.Physiologicalneeds,theyconsistofneedforoxygen,food,water,andarelativelyconstanttemperature.Safetyneeds,whenallphysiologicalneedsaresatisfied,theneedforsecuritycanbecomeactive.Adulthavelittleawarenessoftheirsecurityneedsexceptintimesofemergencyorperiodsofwidespreadrioting(暴动).Childrenoftendisplaythesignsofinsecurityandtheneedtobesafe.Socialneeds,whentheneedsforsafetyandforphysiologicalaresatisfied,theneedforlove,affection,andbelongingnesscanemerge.Peopleseektoovercomefeelingsoflonelinessandalienation(疏离).Thisinvolvesbothgivingandreceivinglove,affectionandthesenseofbelonging.Esteemneeds,whenabovethreeneedsaresatisfied;theneedsforesteemcanbecomedominant.Theseinvolveneedsforbothself-esteemandfortheesteemapersongetsfromothers.Self-actualizationneeds,whenalloftheforegoing(上面提到的)needsaresatisfied,thentheneedforself-actualizationactivated.Self-actualizationasaperson’sneedtobeanddothatthepersonwas“borntodo”.Theseneedsmakethemselvesfeltinsignsofrestless,becausetheydon’tknowwhatrestlessness（坐立不安）isabout.2.WhatisthePESTanalysis?APESTanalysisofthecompany’smicroenvironmentsfactorswillbemadeinthissection.PESTanalysisinvolvesidentifyingthepolitical,economical,socialandtechnologicalinfluencesonanorganization.P—politicalenvironmentE—economicalenvironmentS—socioculturalenvironmentT—technologicalenvironment3.Useanexampletoexplainthreelevelsofbenefitsintermsofproductanalysis.AParkerfountainpen,theproductanalysiswouldbe:2CoreBenefit,WritingimplementforcommunicationRealProduct,AphysicalfountainpenEnhancedProduct,Brandidentity,guaranteeperiod,repairandmaintenanceservice4.What’sPLC?(产品生产周期)Aproduct’slifecyclecanbedividedintofourstages.Introductionstageisaperiodofslowsalesgrowthastheproductbeingintroduceinthemarket;thisisthemostexpensivestage.Growthstageisaperiodofrapidmarketacceptanceandincreasingprofiles.Theproductisestablishingitselfinthemarketandsalesareincreasingovertime.Maturitystageisaperiodofslowdowninsalesgrowth,becausetheproducthasachievedacceptancebymostpotentialbuyers.Declinestageisaperiodwhensalesfalloffandprofitdrop.周期表表示的是随着时间的增长，销量产生的变化。5.What’stheMarketingimplicationoftheBostonBox?(7points)TheBostonboxclassifiesproductsaccordingtotheirmarketshareandpotentialformarketgrowth.Itisoftenusedbymanagementtohelpdecideontheappropriateproductrange.Starsarehigh-growth,highsharebusinessorproducts.Theyoftenneedheavyinvestmenttofinancetheirrapidgrowth.Cashcowsarelow-growth,high-sharebusinessunitsinhigh-growthmarkets.Itwillprobablyrequireintensive(猛烈的)advertising.Dogsarelow-growth,low-sharebusinessandproductswhichareprobablymakingalossandshouldbedroppedfromtheproductrange.6.Couldyoulist5differentwaysofenteringanewforeignmarket?(5points)ExportingisasimplestofenteringaforeignmarketthatinvolvestheleasttroubleAgencyisacompanythatemployanotherpersonorcompanytosellforhimtheproductsorservice.Licensing,ininternationalmarketing,acompanyandaforeigncompanycanarriveatanagreementthattheforeigncompanymayusethemanufacturingprocess,patentsandsoon,butithastopaysomefeeorroyalty(专利税)Contractmanufacturing,underthisagreement,acompanycaneitherprovidea3manufacturingpartorhavethemanufacturingassemble(聚集)them,oraskthemanufacturingtotakecareofthewholeprocessoftheproduction.ForeignDirectInvestment,moreandmorecountriesusingthismethodtoexpandtheiroverseaspresence.Inconclusion,wecanfindthatwithparticipationwidening,moreriskswillcome.Andthelessinput,themoresafety,itistosaythatexportinghasthehighestsafety,thelowestinput(投入).FDIhasthelowestsafety,thehighestinput.7.Couldyouoffersomeexamplesofnichemarketingandindividualmarketingininternationalmarket?(4points)Nichemarketingreferstomarketinginasmallersegment.Forexample,thepostnatalcarecenterprovidespregnantwomanwithalltheserviceafterbabywasborn.Andthereisprofessionalnursetakecareofbabies,andmothercanlearnalotinthecenterabouttakingcareofbabies.AnotherexampleisaboutanITcompany,whichinventthesecuritydigitalmemorycard,andthiscardcanextendelectronicproduct’sstoragecapacity,fastentransmissionspeed,alsoitiseasytobetakenawayandsafetokeepone’sprivacy.Individualmarketingistheultimatelevelofsegmentation;sometimesit’scalledone-toonemarketing.Suchasclothmaking,sometimesconsumercangodirectlytothetailor’sandchoosethestyle,colorandclothyoufavor,thenthetailorwillmakethesuitasyoudirect,soLevi’sdoes.AndanotherexampleasBenzandRolls-Royce,theywillaccordtherichneedforluxury,style,safetyandhabits,thenmakingvariouscarsforthem.8.Whatarethemarketingimplicationsofthecomplexbuyingbehavior?(4points)Consumersundertakecomplexbuyingbehaviorwhentheyarehighlyinvolvedinapurchaseandperceivesignificantdifferenceamongbrands.Consumermaybehighlyinvolvedwhentheproductisexpensive,risky,purchasedinfrequently,andhighlyself-expressive.Typically,theconsumerhastolearnabouttheproductcategory.Forexample,apersonalcomputerbuyermaynotknowwhatattribute