mxr612/Notes
1
0
Fork 0
Code Issues Pull Requests Packages Projects Releases Wiki Activity

Update Latest

Browse Source
This commit is contained in:
Miu Li
2025-06-14 17:37:51 +08:00
parent d2f00a6e8c
commit 4c05116b25
35 changed files with 4128 additions and 0 deletions
Download Patch File Download Diff File Expand all files Collapse all files

98
GUQ/Marketing/Chapter5.md Normal file
View File

@@ -0,0 +1,98 @@
# Chapter 5: Target Markets
目标人群是根据需求划分的、选择目标人群、满足目标的需求
## 5.1 Targeted Marketing versus Mass Marketing
- **Mass Marketing:** Trying to appeal to *everyone*, like selling plain bubble tea to anyone who walks by.
- **Benefit:** You reach a lot of people.
- **Target Marketing:** Focusing on specific groups of people, like teens or office workers.
- **Benefit:** More personalized, making customers feel valued.
## \*5.2 How Markets Are Segmented
### 5.2.0 Definitions
*Market Segmentation* is the process of **dividing a broad market into smaller**, more defined **groups of consumers** with **similar characteristics, needs, or behaviors**.
### 5.2.1 Key Segmentation Bases
- **Geographic**:
Dividing the market by location (e.g., city, region, country).
- **Demographic**:
Based on age, gender, income, occupation, etc.
- **Psycho-graphic**:
Based on lifestyle, values, interests, or attitudes.
- **Behavioral**:
Focused on consumer behavior (e.g., usage, purchasing habits, loyalty).
### 5.2.2 Why segment markets?
- **Improves Customer Targeting**:
Tailoring products and marketing strategies to meet specific customer needs.
- **Efficient Resource Allocation**:
Helps companies spend time and money only on target groups.
- **Increases Customer Satisfaction and Loyalty**:
Meeting specific needs leads to happier customers.
## 5.3 Selecting Target Markets and Target Market Strategies
### 5.3.0 Definitions
- **Differentiation:**
Offering **something unique** that sets your product apart from competitors.
- **Positioning:**
The way a product is defined by consumers on **key attributes**.
### 5.3.1 **Key Steps** in Differentiation and Positioning Strategy
1. Identify possible **competitive advantages**.
2. Choose the **right competitive advantages**.
3. Select an overall positioning **strategy**.
4. **Communicate and sustain** the chosen position.
### \*5.3.2 Competitive Advantage
*Competitive Advantage* is an edge gained by **offering greater value** through either:
- **Competitive Advantage**: **Lower prices**, OR **Better benefits** that justify higher prices.
- **Key Differentiation Areas: ** Product, Services, Channels, People, or Image.
A good **difference to promote** must be:
- **Important**: Solves a key problem.
- **Distinctive**: Stands out.
- **Superior**: Better than competitors.
- **Communicable**: Easy to explain.
- **Preemptive**: Hard to copy.
- **Affordable**: Accessible to customers.
- **Profitable**: Brings long-term gains.
### 5.3.3 Positioning Strategies
*Proposition* is the mix of **benefits** a brand uses to **differentiate itself**.
A **positioning statement** summarizes the company or brand’s position.
## 5.4 Positioning and Repositioning Offerings
### 5.4.0 Definitions
- **Positioning** is how people think about a product compared to other similar products.
It helps a product stand out and look special to customers.
- **Repositioning** is changing how people think about a product.
Companies do this to **attract new customers or fit changing needs**.
### 5.4.1 Key Steps
1. **Analyze the Market**
Identify key attributes (e.g., price and quality) that customers care about.
2. **Create a Perceptual Map**
Plot competitors and locate gaps in the market.
3. **Develop a Product Strategy**
Position a new product to fill the market gap.
Write a catchy tag line that highlights its unique position.
是个例子
![图片](./assets/%E5%9B%BE%E7%89%87.png)

115
GUQ/Marketing/Chapter6.md Normal file
View File

@@ -0,0 +1,115 @@
# Chapter 6 Offering and Branding
## 6.1 What Composes an Offering?
### 6.1.0 Definitions
**Offerings:** Products/services delivering value to fulfil customer needs and wants.
- **Product:** Tangible items delivering specific benefits.
- **Service:** Adds value through intangible elements like warranties, delivery, or customer support.
- **Price:** Cost paid, often considered alongside TCO
- **Total Cost of Ownership (TCO): **The complete cost of owning a product or service, including the purchase price, maintenance costs, and any additional expenses over time.
### \*6.1.1 Product-Dominant and Service-Dominant
| **Aspect** | **Product-Dominant Approach** | **Service-Dominant Approach** |
| ------------------------ | ------------------------------------------------------------ | ------------------------------------------------------------ |
| **Focus** | Creating **better products at lower prices** | Integrating product, price, and service for better **customer experiences** |
| **Customer Perspective** | Product is the central focus; customers choose based on **quality and price** | Prioritizes **customer experience and value** over individual components |
| **Key Emphasis** | Innovation and cost competitiveness | Seamless integration of offerings and customer satisfaction |
| **Key Point** | Product-focused thinking | Encourages brands to think like customers |
| | 物品本身 | 综合体验 |
### 6.1.2 Technology Platforms and Product Lines
- **Technology Platform:** Core technology used to create a product.
- **Product Line:** A group of related products built on similar platforms.
### 6.1.3 Product Depth vs. Breadth
- **Product Depth:** Number of **variations** in one product line.
- **Product Breadth:** Number of different **product lines** a company offers.
## \*6.2 Types of Consumer Offerings
- **Convenience Offerings**: Low effort, frequent buy, little brand differentiation.
- **Shopping Offerings**: Require comparison between brands.
- **Specialty Offerings**: Highly exclusive, specific preferences.
- **Unsought Offerings**: Not actively sought by consumers.
## \*6.3 Types of Business-to-Business (B2B) Offerings
- **Capital Equipment:** Long-lasting <u>tools</u> or machinery.
- **Raw Materials:** Basic <u>resources</u> for production.
- **OEM (Original Equipment Manufacturer) Offerings:** <u>Components</u> used in the final product.
- **MRO (Maintenance, Repair, and Operations) Offerings:** <u>Maintenance</u> supplies for operational upkeep.
- **Facilitating Offerings:** <u>Non-product services</u> like banking, logistics.
## 6.4 Branding, Labeling, and Packaging
### 6.4.1 Branding Strategies
#### 6.4.1.0 Definitions
- **Brand:** A *brand* is a name, picture, design, symbol, or combination that identifies a company’s offering and differentiates it.
- **Branding Strategies:**
Supporting an organization’s position.
- **Brand Extension:**
Using an existing brand to market new products.
- **Cannibalization Issue:**
New products may reduce sales of older ones.
#### *6.4.1.1 Branding Strategies
| **Branding Strategy** | **Description** |
| ----------------------- | ------------------------------------------------------------ |
| Brand <u>Differentiation</u> | Focus on unique features to stand out. |
| Emotional Branding | Build emotional connections through storytelling. |
| Personalized Branding | Create customized, individual experiences. |
| Co-Branding | Collaboration between two brands to create value. |
| Consistency in Branding | Maintain uniform logo, messaging, and tone across platforms. |
| Social Responsibility | Align with ethical or sustainability principles. |
| Luxury Branding | Emphasize exclusivity and premium quality. |
| Nostalgic Branding | Tap into past trends or memories. |
| Rebranding | Refresh identity to align with market trends. |
| Cultural or Viral Branding | Use trends/social media to engage customers. |
| Cause-Driven Branding | Associate with specific social causes or movements. |
| Celebrity Endorsements | Partner with celebrities or influencers for promotion. |
| Storytelling | Share compelling stories to inspire and connect. |
| Global Branding | Use consistent identity across international markets. |
| Experiential Branding | Create unique, customer-engaging experiences. |
### 6.4.2 Packaging
#### 6.4.2.0 Definitions
- Packaging plays a critical role in **protection, promotion, and branding**.
- Real-world examples show how packaging innovation creates a **market advantage**.
#### *6.4.2.2 Key Packaging Functions
- **Protects the Product:** Prevents damage, contamination, or leaks during transportation and storage.
- **Supports In-Store Display:** Creates attractive store setups and promotions.
- **Communicates the Brand:** Logos, colors, and other branding elements capture attention.
- **Meets Regulations:** Displays required labels or warnings.
#### *6.4.2.3 Types of Packaging
- **Primary Packaging** *(Direct for Consumers)*
- Holds a single retail unit (e.g., Coke bottle, M&Ms bag, ream of paper).
- Functions: Protect, promote, get attention, and provide instructions.
- **Secondary Packaging** *(For Retailers)*
- Contains multiple units (e.g., a case of Coke or M&Ms).
- Functions: Protect and support wholesale logistics.
- **Tertiary Packaging** *(For Shipping)*
- Bulk-level packaging (e.g., products stacked on pallets and wrapped in plastic).
- Function: Efficient handling and mass transportation.
- **Sustainable Packaging:** Materials and methods that minimize environmental impact.
- **Cultural Packaging:** Design elements influenced by cultural preferences and traditions.
## 6.5 Managing the Offering
## 6.6 Discussion Questions and Activities

79
GUQ/Marketing/Chapter7.md Normal file
View File

@@ -0,0 +1,79 @@
# Chapter 7: New Offerings
##　7.1 The New Offering Development Process
### 7.1.0 Definitions
A structured process followed by businesses to create, refine, and bring new products or services to market.
- Focuses on innovation and problem-solving for customers.
- Reduces risks by evaluating ideas at various stages.
### 7.1.1 Idea Generation
- **Definition:** The process of brainstorming and gathering new product ideas based on solving customer needs or exploring innovative opportunities.
- **Sources of ideas:** employees, customers, suppliers and competitors.
Examples of Idea Sources
- **Employees:** For example, a Motorola engineer invented a phone-charging product while rollerblading.
- **Customers:** JCPenney involves customers in developing new lingerie designs for practical feedback.
- **Suppliers:** DuPont worked on new materials that led to innovative golf balls in partnership with Titleist.
- **Competitors:** Huawei closely observes Apple's products and adapts learning in their Mate series.
### 7.1.2 Idea Screening
- **Definition:**
Filtering and evaluating ideas to eliminate those unlikely to succeed.
- **Objective:** Save time and resources by focusing only on viable concepts.
### 7.1.3 Feature Specification
To understand the balance between cost, competitive pricing, and customer value.
- Breaking down product features and deciding which benefits to include at varying price points.
- Uses tools like Quality Function Deployment (QFD).
### 7.1.4 Development
Create prototypes; consider manufacturing, timelines, and costs.
### 7.1.5 Testing
| **Testing Method** | **Definition** | **Objective** |
| ------------------------------------ | ------------------------------------------------------------ | ---------------------------------------------- |
| **Alpha Testing** | Internal testing by employees/teams. | Identify bugs early in development. |
| **Beta Testing** | External testing by a small group of users. | Gather real-world feedback pre-launch. |
| **Usability Testing** | Evaluates how efficiently users interact with the product. | Enhance user experience (UX). |
| **A/B Testing** | Compares two product variations to identify better performance. | Optimize design, features, or engagement. |
| **Stress Testing** | Tests product performance under extreme conditions. | Ensure stability and scalability. |
| **Crowd Testing** | Testing by a diverse group of real-world testers ("crowd") globally. | Gain feedback from real-world scenarios. |
| **Automated Testing** | Uses automation tools to execute and analyze tests. | Speed up process and improve accuracy. |
| **Exploratory Testing** | Unscripted testing focusing on identifying unique or unexpected issues. | Expand test coverage creatively. |
| **Agile Testing** | Integration of testing in every stage of Agile development cycles. | Continuous feedback and faster iterations. |
| **Mobile Testing with Real Devices** | Testing mobile apps/websites on real devices to ensure real-world performance and compatibility. | Ensure functionality across devices/locations. |
### 7.1.6 Launch or Commercialization
- **Definition:**
Introducing a product to the market with a targeted customer strategy.
- **Types of Launch:**
- **Full Launch:** Global rollout (e.g., Apple iPhone launch events).
- **Rolling Launch:** Gradual introduction by region or segment (e.g., Huawei's phased market launches for new MateBook laptops).
### 7.1.7 Evaluation
- **Definition:**
Reviewing the success or performance of the product after launch.
- **Metrics to Analyze:**
Customer satisfaction, sales volume, and key feedback in the first 90 days.
## * 7.2 Managing New Products: The Product Life Cycle
- **Introduction Stage**: When a product is launched in the market with heavy advertising.
- **Growth Stage**: When sales grow rapidly, causing competitors to enter the market.
- **Maturity Stage**: When sales stabilize and companies focus on staying competitive.
- **Decline Stage**: When sales drop as interest fades or newer products replace the old ones.

60
GUQ/Marketing/Index.md Normal file
View File

@@ -0,0 +1,60 @@
## Vocabulary
| vocabulary | 中文 |
| ----------------------------------------------- | ---- |
| Market Segmentation | |
| Positioning | |
| Capital Equipment Offering | |
| Idea Screening | |
| Product Development Process | |
| Brand | |
| Total Cost of Ownership | |
| OEM Components Offering | |
| Facilitating Offerings | |
| MRO (Maintenance, Repair, & Operation) Offering | |
| Raw Materials Offering | |
| Brand Manager | |
| Category Manager | |
| Vertical Market Manager | |
| Product Manager | |
| Brand Extension | |
| Brand Strategy | |
| Geographic Segmentation | |
| Mass Marketing | |
| Target Marketing | |
| Market Penetration | |
| Decline Stage (PLC) | |
| Maturity Stage (PLC) | |
| Product Life Cycle-PLC | |
| Introductory Stage (PLC) | |
| Growth Stage (PLC) | |
| Specialty Offering | |
| Packaging | |
| Convenience Offering | |
| Unsought offering | |
| Shopping Offering | |
| Product Breadth | |
| Product Line | |
| Cannibalization | |
| Co-Branding | |
| Viral Branding | |
| Rebranding | |
| Primary Packaging | |
| Secondary Packaging | |
| Teritary Packaging | |
| Psychographic Segmentation | |
| Demographic Segmentation | |
| Markets (Local & International) | |
| B2B Vs B2C Offerings | |
| Perceptual Map/Perceptual Mapping | |
| Purchase Decision | |
| Buyer Behavior | |
| Role of Packaging | |
| Sustainability | |
| Eco-Conscious | |
| Differentiation | |
| Brand Image | |

BIN
GUQ/Marketing/assets/图片.png Normal file
View File

Binary file not shown.
Side by Side

After

Width:  |  Height:  |  Size: 231 KiB

62
GUQ/Personal Finance/6.md Normal file
View File

@@ -0,0 +1,62 @@
# 6
## 6.1 Mortgage Loan
### 6.1.1 Definitions
- **Down payment: **a percentage of the total cost of the house paid at the time of purchase.
- **Mortgage Loan (*principal*):** the money you borrow.
- **Closing Costs:** fees and taxes paid to complete the purchase.
### 6.1.2 Formulas
- $𝑴𝒐𝒓𝒕𝒈𝒂𝒈𝒆 𝑳𝒐𝒂𝒏=𝑷𝒖𝒓𝒄𝒉𝒂𝒔𝒆 𝑷𝒓𝒊𝒄𝒆 – 𝑫𝒐𝒘𝒏 𝑷𝒂𝒚𝒎𝒆𝒏𝒕$
- $𝑪𝒂𝒔𝒉 𝑵𝒆𝒆𝒅𝒆𝒅 𝒕𝒐 𝑩𝒖𝒚 𝒂 𝑯𝒐𝒎𝒆=𝑫𝒐𝒘𝒏 𝑷𝒂𝒚𝒎𝒆𝒏𝒕+𝑪𝒍𝒐𝒔𝒊𝒏𝒈 𝑪𝒐𝒔𝒕𝒔$
### 6.1.3 Calculations
- **Interest:**
- ​ **Fixed rate mortgages:** The same rate of interest is paid for the life of the loan.
- ​ **Variable rate mortgages:** The rate of interest is not guaranteed and may be increased or decreased.
- **Mortgage Payment: **Most mortgages are repaid gradually over the life of the mortgage in **equal monthly payments**.
![image-20250415101209378](./assets/image-20250415101209378.png)
- **Amortization Table:** It is a table that shows the monthly payments needed to amortize mortgage loans over different periods of time using different interest rates.
![image-20250415101238756](./assets/image-20250415101238756.png)
- **Refinancing a Mortgage:**
When you refinance a mortgage, you take out a new mortgage and use that money to pay off the old mortgage.
## 6.2 Renting or Owning a Home
- **Depreciation:** It is the ***loss in*** ***value*** of property caused by aging and use.
- **Net Cost for a Home:**
$ Total Expenses – Tax Reductions = Net Cost for the First Year$
- **Costs of Property Rental:**
Security deposit is a *one-time* payment in addition to their rent when they sign a lease, or rental agreement.
## 6.3 Property Taxes
- **Property taxes** are taxes on the value of real estate such as homes, business property, or farm land.
The amount of property tax paid is based on the assessed value of a property.
- $Amount to be raised by property tax = Total expense budget – Income from other sources$
- **Tax Rates in Mills or Cents per Dollar:** $\frac{\$62}{\$1,000}=\frac{\$0.062}{\$1}$
## 6.4 Property Insurance
- **Homeowners Insurance:**
- A policy that covers your home and protects you against other risks is called ***homeowners*** ***insurance***.
- The amount for which your home is insured is called the ***face value*** of the policy.
- Under ***replacement*** ***cost policies***, the insurance company will pay the cost of replacing your property at current prices.
- **Premium:**
The money paid to an insurance company for property insurance is the ***premium***.
- **Renters Insurance Premiums:**
If you rent a house or an apartment: You can buy a **renters policy** that provides nearly the same coverage as a homeowners policy except for loss of the dwelling and other structures.

15
GUQ/Personal Finance/7.md Normal file
View File

@@ -0,0 +1,15 @@
# 7
## 7.1 Life Insurance
1. Calculate life insurance premiums
2. Calculate the net cost of life insurance
3. Calculate the cash and loan values of a life insurance policy
- **Life insurance** is a way of protecting your family from financial hardship when you die.
- **The insured:** the person whose life is covered
- **The insurer:** the insurance company
- **The contract:** states the amount of insurance to be paid upon the death of the insured, or the death benefits of the policy.
- **Beneficiary s:**
When the insured dies, death benefits are paid to the beneficiary. The beneficiary is the person named in the policy to receive the death benefits.
-

BIN
GUQ/Personal Finance/assets/image-20250415101006165.png Normal file
View File

Binary file not shown.
Side by Side

After

Width:  |  Height:  |  Size: 366 KiB

BIN
GUQ/Personal Finance/assets/image-20250415101115657.png Normal file
View File

Binary file not shown.
Side by Side

After

Width:  |  Height:  |  Size: 431 KiB

BIN
GUQ/Personal Finance/assets/image-20250415101209378.png Normal file
View File

Binary file not shown.
Side by Side

After

Width:  |  Height:  |  Size: 1.1 MiB

BIN
GUQ/Personal Finance/assets/image-20250415101238756.png Normal file
View File

Binary file not shown.
Side by Side

After

Width:  |  Height:  |  Size: 1.0 MiB

BIN
GUQ/Personal Finance/assets/图片.png Normal file
View File

Binary file not shown.
Side by Side

After

Width:  |  Height:  |  Size: 45 KiB

14
GUQ/Personal Finance/公式纸.md Normal file
View File

@@ -0,0 +1,14 @@
## 6.1 Mortgage Loan
$𝑴𝒐𝒓𝒕𝒈𝒂𝒈𝒆 𝑳𝒐𝒂𝒏=𝑷𝒖𝒓𝒄𝒉𝒂𝒔𝒆 𝑷𝒓𝒊𝒄𝒆 – 𝑫𝒐𝒘𝒏 𝑷𝒂𝒚𝒎𝒆𝒏𝒕$
$𝑪𝒂𝒔𝒉 𝑵𝒆𝒆𝒅𝒆𝒅 𝒕𝒐 𝑩𝒖𝒚 𝒂 𝑯𝒐𝒎𝒆=𝑫𝒐𝒘𝒏 𝑷𝒂𝒚𝒎𝒆𝒏𝒕+𝑪𝒍𝒐𝒔𝒊𝒏𝒈 𝑪𝒐𝒔𝒕𝒔$
每个月付款可以查表（表可能不同，具体看表头）：
![image-20250415101238756](./assets/image-20250415101238756.png)
## 6.2
**Net Cost for a Home:**
$ Total Expenses – Tax Reductions = Net Cost for the First Year$