Core Viewpoint - The marketing major in Hubei's higher education emphasizes the need for students to possess strong marketing thinking, a cutting-edge knowledge background, and familiarity with consumer-centered marketing activities and strategies [1] Group 1: Marketing Concepts - The market, from a marketing perspective, is a collection of ________ of a certain product or service [3] - The essence of marketing management is ________ [3] - In the microenvironment of enterprise marketing, entities that compete with the enterprise are ________ [3] - The purchase behavior of notebook computers typically falls under the ________ type of buying behavior based on consumer involvement and brand differentiation [3] - The market that procures goods and services to execute government functions is called the ________ market [3] - Market research can be classified by purpose into exploratory research, descriptive research, and ________ research [3] Group 2: Marketing Strategies - The undifferentiated marketing strategy is opposed to the ________ marketing strategy [4] - In the overall product concept, installation and warranty belong to the ________ product level [4] - When launching new high-end electronic products, a high price ________ pricing strategy is often adopted [4] - Among promotional tools, those characterized by public display and strong penetration are ________ [4] Group 3: Marketing Environment and Analysis - The characteristics of the marketing environment should be briefly described [5] - The macro marketing environment (PEST) analysis includes which aspects? [5] - The main characteristics of organizational markets compared to consumer markets should be outlined [5] - Effective conditions for market segmentation should be briefly described [5] Group 4: Product Lifecycle and Distribution - The characteristics of the growth stage of the product lifecycle and the focus of marketing strategies should be summarized [6] - The main internal factors affecting enterprise pricing should be outlined [6] - The differences among intensive distribution, selective distribution, and exclusive distribution strategies should be summarized [6] Group 5: Marketing Management Evolution - The evolution of marketing management concepts should be discussed, comparing the fundamental differences between the selling concept and the marketing concept [7] - The cultural and social factors influencing consumer buying behavior and their marketing implications should be elaborated [7] - The steps and common strategies for market positioning by enterprises should be discussed with examples [7] Group 6: Case Studies - Case study one discusses how the "Yuanqi Forest" brand successfully identified the trend of young consumers seeking "healthy, low-sugar" beverages, launching "0 sugar, 0 fat, 0 calories" soda water, and utilizing bright Japanese packaging design along with social media platforms for promotion [8] - The macro environmental factors that contributed to Yuanqi Forest's successful market entry should be analyzed [8] - The characteristics of the promotional mix strategy employed by Yuanqi Forest should be examined [8] - Case study two highlights a traditional domestic sports shoe brand facing declining market share due to outdated product design and brand image perceived as "old-fashioned" by young consumers [8] - A SWOT analysis for the traditional sports shoe brand should be conducted [9] - Recommendations for brand repositioning should be provided for the traditional sports shoe brand [9]

Core Viewpoint - Dongfang Zhenxuan, known as the online "Little Sam's," is expanding into offline retail by opening its first flagship store in Beijing amidst declining revenues and increased competition in the live-streaming e-commerce sector [1][4]. Group 1: Store Opening and Management - Dongfang Zhenxuan is hiring a store manager for its flagship store in Beijing, requiring over 5 years of retail experience and expertise in managing teams of 15 or more [1]. - The flagship store will cover approximately 400 square meters and will sell fresh produce, snacks, daily necessities, and include a casual dining and coffee area [4]. Group 2: Financial Performance - For the fiscal year 2025, Dongfang Zhenxuan reported total revenue of 4.4 billion yuan, a year-on-year decrease of 32.7%, with net profit from continuing operations dropping by 97.5% to 6.2 million yuan [4]. - The decline in revenue is attributed to intensified competition in the live-streaming e-commerce industry and strategic adjustments within the company [4]. Group 3: Market Trends and Challenges - The growth rate of the live-streaming e-commerce sector is slowing, with a projected growth rate of only 8.31% for 2024, indicating a shift from a phase of rapid growth to one of competition for existing market share [4]. - Dongfang Zhenxuan's order volume from Douyin decreased from 50.1 million orders in the first half of 2024 to 41.5 million in the first half of 2025, marking the lowest performance in three years [4]. Group 4: Strategic Shifts and Initiatives - The company has previously experimented with instant retail and next-day delivery services but faced challenges in execution, leading to the abandonment of certain initiatives [6]. - Dongfang Zhenxuan's decision to enter offline retail is seen as a necessary response to high online traffic costs and limited conversion rates [6]. Group 5: Competitive Landscape - The flagship store will face stiff competition from nearby retailers such as Fudi, Hema Fresh, and Sam's Club, making differentiation a significant challenge [8]. - Other live-streaming e-commerce companies are also exploring offline retail, indicating a broader trend in the industry towards physical presence for brand establishment and customer acquisition [9].