Defining Marketing for the Twenty-First Century

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大学外院营销方向课后习题1(含答案)

Chapter 1 – Defining Marketing for the Twenty-First CenturyTrue/False Questions1. Large, well known businesses have newly empowered customers, and have had to rethink their business models. True (moderate) p. 22. In the most generic sense, marketers seek to elicit a behavioral response from another party. True (moderate) p. 43. The following are entities which are commonly marketed: goods, services, distances, ideas, and information. False (moderate) pp. 4–54. Marketers and economists agree on the definition of the term “market.” False (moderate) p. 55. The computer metamarket consists of the manufacturers of computer memory chips, monitors, keyboards, coaxial cables, modems, software, storage systems (disks, hard drives, portableUSB media), and those who install, repair, and maintain systems and software. True (moderate) p. 6 6. The production concept holds that consumers will prefer products that are widely available and inexpensive. True (moderate) pp. 6–77. The marketing concept holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating superior customer value to its chosen target markets. True (moderate) pp. 7–88. Holistic marketing considers each of the following: relationship marketing, production marketing, integrated marketing, and social responsibility marketing. False (moderate) p. 89. The “four Cs” that correspond to the “four Ps” of the marketing mix are customer solution, custom er confidence, convenience, and communication. False (difficult) p. 910. The customer value triad is made up of a combination of price, quality, and service. True (moderate) p. 14Multiple Choice Questions1. __________ is(are) an organizational function(s) and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its shareholders.a.Marketing (easy) p. 3b.Managementc. Strategic planningd. Ethicse. Consumer behavior2. Marketing __________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.a. internallyb. management (moderate) p. 3c.segmentationd. traininge. integration3. The act of obtaining a desired product from someone by offering something in return is known as__________.a. product valuationb. the service desired of the productc. an exchange (moderate) p. 3d. the cost of the producte. customer satisfaction4. Which of the following is an example of an entity that marketing people market?a. A Civil War novel about two sisters.b. Actor Jake Gyllenhaal.c. The Homespun Arts & Crafts Festival.d. Plastic.e. All of the above. (difficult) pp. 4–55. Which of the following is correct?a. A metamediary is a physical marketplace.b. A marketspace is a stall in a flea market.c. A metamarket is a huge store.d.A marketspace is a digital shopping “area.” (difficul t) p. 6e. A megamarket includes only suppliers.6. The first computers originated for home use were only sold in kit form to technical enthusiasts who did their own assembly. Demand was high and so were prices. At that time, the firm offering these kits would likely have been using the __________ concept.a. product (moderate) p. 7b. marketc. technologicald. productione. selling7. Intel, one of the largest producers of integrated circuit chips, puts a great deal of effort into expanding production of chips to drive down the cost and thus expand the market. This is most indicative of the__________ concept.a. production (moderate) pp. 6–7b. productc. customerd. marketinge. societal8. Which of the following represents the product concept?a.A b etter mousetrap will lead people to beat a path to the marketer’s door. (moderate) p. 7b. It is both a proactive and a reactive form of marketing.c. It is a customer-centered, “sense and respond” philosophy.d. Consumers, if left alone, will not buy enou gh of the organization’s product.e. Selling more products will allow for lower production costs and higher profits.9. Producers of unsought products like burial insurance would normally employ the __________ concept.a. productionb. productc. marketingd. selling (moderate) p. 7e. customer10. __________ is based on the development, design, and implementation of marketing programs, processes, and activities that recognizes their breadth and interdependencies. It recognizes that “everything matters” w ith marketing.a. Relationship marketingb. Holistic marketing (moderate) p. 8c. Just-in-time productiond. A marketing networke. The Ford Motor Company Light Truck Division11. Dinetah Shoes collects information on its customers’ past purchases, their demographics and psychographics, and their media use and preferences. The goal is to capture a higher share of future purchases and developing stronger loyalty among its most important target segments. Dinetah Shoes is using __________.a. network marketingb. knowledge managementc. multidimensional scalingd. integrated marketinge. relationship marketing (moderate) p. 812. Customers, employees, suppliers, and distributors could all be considered __________.a. stockholdersb. stakeholders (moderate) p. 9c. channel membersd. part of the marketing organizatione. supply chain members13. When Caitlin Peterson began OldeTowne Spice Company, she had one product, an all-purpose seasoning mix called OldeTowne Special Blend for adding flavor to bland casseroles. She sold 5.5-ounce bottles of her seasoning mix for $6.95. Her only outlets were booths at craft fairs throughout the Northeast. She relied on word-of-mouth advertising and a few feature articles in regional newspapers to tell people about her produc t. The above describes OldeTowne Spice Company’s __________.a. method of exchangeb. transaction marketingc. marketing tacticsd. marketing mix (difficult) p. 9e. transfer marketing14. The tasks of hiring, training, and motivating able employees who w ork together and embrace a “think customer” perspective are all a part of __________ marketing.a. integratedb. extrapolatedc. myopicd. relationshipe. internal (moderate) p. 1115. Taking into account profitability, customer’s need, and the greater societal good when marketing is called __________.a.the societal marketing concept (moderate) p. 12b.the selling orientationc. the customer conceptd. the value propositione. cause-related marketing16. For each 20 kilo bag of Ole Boy High Pro dog food that is purchased, the manufacturer makes a donation to the American Humane Society. The terms of the donation are prominently displayed on the bags and included in its print ads. The manufacturer of Ole Boy is using __________ marketing.a. advocacyb. servicec. nonprofitd. pro bonoe. cause-related (moderate) p. 1217. __________ are wants for specific products backed by an ability to pay.a. Demands (moderate) p. 13b. Needsc. Valuesd. Moralse. Exchanges18. Which is true?a.Needs preexist marketers. (moderate) pp. 12–13b. Marketers create needs.c. A person’s need for food or shelter is a creation of marketers.d. Wants become needs when they are directed at specific objects that might satisfy the want.e. Demand strictly means desire for some object.19. June and Henry produce and sell garden artwork. They are debating over a description of the potential customers for their artwork. Jane and Henry are debating __________.a. the definition of customer valueb. customer satisfactionc. who their market is (moderate) p. 13d. what constitutes an exchangee. relationship marketing20. A brand name such as BMW carries many associations in the minds of people: speed, expensive, engineering, status, the BMW logo. These associations make up BMW’s __________.a. brand strengthb. customer value triadc. brand image (moderate) p. 14d. effective demande. value proposition。

Lesson 1_Defining marketing and the marketing process

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experiences offered to a market to satisfy a need or want Market Myopia refers to the mistake of paying more attention to the specific products a company offering than to the benefits and experiences produced by these products
Five-step Model of the Marketing Process: 1) Understand the marketplace and customer needs and wants 2) Design a customer-driven marketing strategy 3) Construct an integrated marketing program that delivers superior value 4) Build profitable relationships and create customer delight
1.32 Choosing a Value Proposition Decide: how it will serve targeted customers how it will differentiate and position A company’s value proposition is the set of benefits or values it promises to deliver to consumers to satisfy their needs
1.22 Market Offerings – Products, Services, and Experiences (☆things that can satisfy customers’ needs & wants☆) Customers’ needs and wants are fulfilled through a market offering Market offering refers to some combination of products, services, information, or

中山大学吴柏林教授 “广告策划——实务与案例”绝密资料_KOTLER01

Part I Understanding Marketing ManagementChapter 1 – Defining Marketing for the Twenty-First CenturyI. Chapter Overview/Objectives/OutlineA. OverviewMarketing is the organizational function charged with defining customer targets and the best way to satisfy needs and wants competitively and profitably. Since consumers and business buyers face an abundance of suppliers seeking to satisfy their every need, companies and nonprofit organizations cannot survive today by simply doing a good job. They must do an excellent job if they are to remain in the increasingly competitive global marketplace. Many studies have demonstrated that the key to profitable performance is to know and satisfy target customers with competitively superior offers. This process takes place today in an increasingly global, technical, and competitive environment.Marketing management is the conscious effort to achieve desired exchange outcomes with target markets. The marketer’s basic skill lies in influencing the level, timing, and composi tion of demand for a product, service, organization, place, person, idea, or some form of information.There are several alternative philosophies that can guide organizations in their efforts to carry out their marketing goal(s). The production concept holds that consumers will favor products that are affordable and available, and therefore management’s major task is to improve production and distribution efficiency and bring down prices. The product concept holds that consumers favor quality products that are reasonably priced, and therefore little promotional effort is required. The selling concept holds that consumers will not buy enough of the company’s products unless they are stimulated through a substantial selling and promotion effort.The marketing concept moves toward a more enlightened view of the role of marketing. The marketing concept holds that the main task of the company is to determine the needs, wants, and preferences of a target group of customers and to deliver the desired satisfactions. The four principles of the marketing concept are: target market, customer needs, integrated marketing, and profitability. The marketing concept places primary focus on the needs and wants of customers who comprise the target market for a particular product.Rather than coax customers into purchasing a product they may not find satisfying, the emphasis is on determining the types of markets to be satisfied, and creating the product that achieves this satisfaction objective. Choosing target markets and identifying customer needs is no small task; a marketer must dig beyond a customer’s stated needs. Once this is accomplished, a marketer can offer for sale the products that will lead to the highest satisfaction. This encourages customer retention and profit, which is best achieved when all areas/departments of a company become “customer-focused.”Beyond the marketing concept, the societal marketing concept holds that the main task of the company is to generate customer satisfaction and long-run consumer and societal well being as the key to satisfying organizational goals and responsibilities.Interest in marketing continues to intensify as more organizations in the business sector, the nonprofit sector, and the global sector recognize how marketing contributes to improved performance in the marketplace. The result is that marketers are reevaluating various marketing concepts and tools that focus on relationships, databases, communications and channels of distribution, as well as marketing outside and inside the organization.B. Learning Objectives∙Know why marketing is important to contemporary organizations.∙Understand the core concepts of marketing.∙Know the basic tasks performed by marketing organizations and managers.∙Understand the differences between the various orientations to the marketplace.∙Know the components of the marketing concept and why they are critical to successful marketing practice.∙Know why marketing is critical to different types of organizations and in different environments.C. Chapter OutlineIntroductionI.The New EconomyA.Focus on the digital revolution (Internet and related) and the impact onbusinesses and consumers in terms of capabilities.1.For Consumers - Multiple new capabilities related to increases in buyingpower, variety of goods and services available, information, interactivity,and product comparability.2.For Companies - Enhanced marketing reach, direct connectivity,information on all of the stakeholders and competitors, communications(internal and external), customized services and products, enhancedlogistics, and enhanced training.B.The Information Age Versus the Industrial Age1.Management has to recognize the potential quickly2.Marketing - “Meeting needs profitably”II.Marketing TasksA.Radical Marketing - Breaking the Existing Marketing Rules1.Firms are moving closer to the customer versus expensive research andmass marketing.2.Stages in marketing practice - entrepreneurial, formulated, andintrepreneurial.3.Focus on formulated marketing versus creative marketing.B.Scope of Marketing - Involves a Broadened View of Marketing1.Products - Anything offered for sale or exchange that satisfies aneed or want.2.Products can be goods, services, and ideas.3.Includes people, places, activities, organizations, and information.C.The Decisions That Marketers Make1.Focus on demand states and marketing tasks, along with the questionsthat marketers ask to remain aware and focused.2.Consumer markets and business markets each requires new tools andcapabilities to better understand and respond to the customer.3.Global Markets, Nonprofit markets, and governmental marketsbecoming more sophisticated in recognizing and dealing with marketingchallenges and decisions.III.Marketing Concepts and ToolsA.Defining Marketing1. A social and managerial process by which individuals and groups obtainwhat they need and want through creating, offering, and exchangingproducts of value with others.B.Core Marketing Concepts1.Target Markets and Segmentationa)Every product or service contains features that a marketer musttranslate into benefits for a target market.b)The consumer perceives these benefits to be available in aproduct and directly impacts the perceived ability to meet theconsumer need(s) or want(s).2.Marketplace, Marketspace, and Metamarketa)Marketplace - physicalb)Marketspace - digitalc)Metamarket - cluster of complementary goods and servicesacross diverse set of industries. Includes metamediaries.3.Marketers and Prospectsa) A marketer is someone actively seeking one or more prospectsfor an exchange of values.b) A prospect is willing and able to engage in the exchange.4.Needs, Wants, and Demandsa)To need is to be in a state of felt deprivation of some basicsatisfaction.b)Wants are desires for specific satisfiers of needs.c)Demands are wants for specific products backed by an abilityand willingness to buy them.5.Product or offeringa)Value proposition - Benefits companies offer to satisfycustomer needs.b)Brand - An offering from a known source. Brand image isthe associations that are connected to the brand.6.Value and Satisfactiona)Customer value triad - Combination of quality, service, and price(QSP).b)Value is the consumer’s estimate of the product’s overallcapacity to satisfy his or her needs.c)Marketers respond by changes in the triad.7.Exchange and Transactionsa)Five conditions must be satisfied.b)An exchange means obtaining a desired product by offeringsomething desirable in return.c) A transaction is the trade of values (involves several dimensions).8.Relationships and Networksa)Relationship marketing seeks long-term, “win-win” transactionsbetween marketers and key parties (suppliers, customers,distributors).b)The ultimate outcome of relationship marketing is a uniquecompany asset called a marketing network of mutually profitablebusiness relationships.9.Marketing Channelsa)Reaching the target market is critical.b)Achieved via two-way communication channels (media-newspapers through the Internet), and physical channels (productand service).c)The marketer also must decide on the distribution channel, tradechannels, and selling channels (to effect transactions).10.Supply chaina)Refers to the long channel process that reaches from the rawmaterials and components to the final product/buyers.b)Perceived as a value delivery system.petitiona)Includes actual and potential rival offerings and substitutes.b) A broad view of competition assists the marketer to recognizethe levels of competition based on substitutability: brand,industry, form, and generic.12.Marketing Environmenta)The task environment includes: immediate actors in theproduction, distribution, and promotional environmentsb)The broad environments include: demographic, economic,natural, technological, political-legal, and social-cultural.13.Marketing Programa)Marketing mix - The set of marketing tools the firm uses topursue marketing objectives in the target market.b)Involves recognition and use of the four Ps (product, price, place,and, promotion) and the four Cs (customer solution, customercost, convenience, and communication) in the short run and thelong run.pany Orientations Toward the MarketplaceA.The Production Concept - Assumes consumers will favor those products that arewidely available and low in cost.B.The Product Concept - Assumes consumers will favor those products that offerthe best combination of quality, performance, or innovative features.C.The Selling Concept - Assumes organizations must undertake aggressive sellingand promotion efforts to enact exchanges with otherwise passive consumers.D.The Marketing Concept - Assumesthe key to achieving organizational goals consists of being more effective than competitors in integrating marketing activities toward determining and satisfying the needs and wants of target markets.1.Target Market - No company can operate in every market and satisfyevery need.2.Customer Needs - It is not enough to just find the market.a)Marketers must also understand their customer’s needs andwants. Not a simple task.b)Key marketer actions: Responsive marketing, anticipativemarketing, and creative marketingE.Integrated Marketing - When all a firm’s departments must work together toserve customer interests(a company-wide activity).1.Involves external and internal marketing.2.Profitability - The ultimate purpose of marketing is to help organizationsachieve their objectives.3.Hurdles to Adopting a Marketing Orientationa)Organized Resistance - Some departments see marketing as athreat to their power in the organizationb)Slow Learning - Despite efforts by management, learning comesslowly.c)Fast Forgetting - There is a strong tendency to forget marketingprinciples.4.The Customer Concept - Moving beyond the marketing concept—especially for firms with considerable customer informationF.The Societal Marketing Concept1.The organization’s task is to determine the needs, wants, andinterests of target markets.2.Also to deliver the desired satisfactions more effectively andefficiently than competitors.3.And in a way that preserves or enhances the consumer’s and thesociety’s well-being.a)Cause-related marketing - Firms with an image act to enhancetheir reputation, etc., via causes.V.How Business and Marketing are ChangingA.Major new forces changing the way marketing process1.Customers expect more and better2.Rising brand competition3.Store-based retailers sufferingB.Trends of Company Responses and Adjustments1.Reengineering key processes versus functional depts.2.Outsourcing everything3.e-commerce trend4.Benchmarking based on world-class performers5.Alliances, supplier-partnerships, market-centered, global/local anddecentralized.C.Marketer Responses and Adjustments1.Focus on relationship marketing (versus transactional marketing)2.Creation of customer lifetime value orientation3.Focus on customer share marketing versus only market share4.Target marketing (versus mass marketing)5.Individualization of marketing messages and offerings6.Customer databases for data-mining7.Integrated marketing communications for consistent images8.Consideration of channel members as partners9.Recognition of every employee as a marketer10.Model and fact-based decision making versus intuition aloneVI.SummaryII. LecturesA. “Marketing Enters the 21st Century”The focus in this discussion is on the increasingly important role of the marketing processin the ever-changing domestic and global business environment.Teaching Objectives∙To explain the concepts related to understanding the role and potential of marketing in the larger business environment.∙To provide students a new and possibly different perspective on the role of marketing in business and society.∙To indicate areas where the marketing process and concept will be useful to the student in assessing business developments.DiscussionI NTRODUCTIONMany observers argue that all new or important directions in management thought and practice are marketing oriented. Marketing is no longer something done when a company has extra revenue to invest. It must be implemented for a business to survive.The marketing concept has changed dramatically over the last several decades, and recently the focus increasingly has moved to customers (versus products and selling), marketing globally, and the various technology issues that impact the market. In addition, there is renewed emphasis in marketing on creating and innovating with new and better products and services rather than just competing against other firms and following the marketing patterns established by competitors.The marketing concept is a matter of increased marketing activity, but it also implies better marketing programs and implementation efforts. In addition, the internal market in every company (marketing your company and products to and with the employees of the company) has become as challenging as the external marketplace due to diversity and many other social/cultural issues.C HANGES IN C ONSUMER B EHAVIORThere have been many major marketing shifts during the last few decades that have shaped marketing in the 21st century. There is a view among professional marketers that there is no longer the substantial product loyalty that existed over the last few decades. Product and brand loyalty, many argue, has been replaced by something more akin to a consumer decision that is based on the absence of a better product or service. In addition, there are major changes in the way customers look at market offerings. During the 1980s customers were optimistic, and in the early 1990s they were pessimistic. Later in the 1990s, consumers appeared rather optimistic, but still cautious at times. The following chart demonstrates some of the major shifts that have occurred to the present:1980s 1990s PresentConspicuous consumer Frugal consumer, becomingmore well-off Suspicious but generally well-off consumerImage driven Value and quality driven Highly eclecticTrusting Skeptical and cynical A “prove it” attitudeBrand loyal Does not exhibit loyalty Believes that there is alwayssomething betterEmotional buyer Informed buyer Highly informed and specialized Dreamers Escapists Focused on personal needs Overindulgent Health, wellness-conscious Health, wellness and someoverindulgence, withoutexpectation of costs orconsequencesOverworked Burnt-out, stressed out andplacing tremendous value onconvenience and time Reliant on technology and telecommunications to save time in making purchase decisionsIndustrious Baby Boomer Responsible Baby Boomer Unconvinced Generation Xer Increasingly it is clear that while the 4 Ps (product, price, promotion, and place) have value for the consumer, the marketing strategies of the 21st century will use the four “4 Cs” as added critical marketing variables:1.Care: It has replaced service in importance. Marketers must really care about theway they treat customers, meaning that customers are really everything.2.Choice: Marketers need to reassess the diversity and breadth of their offeringsinto a manageable good-better-best selection.munity: Even national marketers must be affiliated, attached toneighborhoods wherever they operate stores.4.Challenge: The task of dealing with the ongoing reality of demographic change.E ND OF THE M ASS M ARKETDuring the late 1990s, we witnessed the death of the concept of mass market. Regardless, some marketers continue to argue that database marketing will never replace mass marketing for most products. The view is that communicating with users by e-mail, Web site, mail, telephone, or fax will never become cost-efficient enough to justify the return. However, the success of the Internet provides considerable evidence that one-to-one marketing is and will be appropriate for many packaged goods and other high- and low-involvement products that in the past sold almost exclusively with brand advertising.Through the 1970s, only high-end retailers and personal-service firms could afford to practice one-to-one marketing. For the most part, they did it the old-fashioned way with personal selling and index-card files. In the 1980s, as the mainframe computer became more practical, airlines got into the act with a proliferation of frequent flyer programs. Frequency marketing programs such as these relied on monthly statement mailings and large, batch-processed databases of customer records.During the 1990s, bookstore chains, supermarkets, warehouse clubs, and even restaurants began to track individual purchase transactions to build their “share of the customer.”Many of these programs now run on PC platforms or workstation environments much more powerful than the most capable mainframes of the 1970s. It is possible today to track 5 or 6 million customers for the same real cost as tracking a single customer in 1950. With Internet-based databases and remote access, this capability literally has exploded in the last few years. The situation will become even more interesting as one-to-one marketing becomes even increasingly pervasive. With an increasingly powerful array of much more efficient, individually interactive vehicles, the options are virtually unlimited, including on-site interactivity, Web site connections, fax-response, e-mail, and interactive television.Most households today either have direct Internet access, or with TV sets that also provide real-time interactivity through the Internet. We are closing rapidly on the time where individuals will interact with their television and/or computer simply by speaking to it. Via various Web sites, computers work for us to enable us to remember transactions and preferences and find just the right entertainment, information, products, and services. Likewise, online capabilities enable providers to anticipate what a consumer might want today or in the future. Unfortunately, the system has been slower to protect consumers from commercial intrusions that they may not find relevant or interesting.The increasing level of market definition and refinement (and resulting opportunities for marketers) is possible through the massive social, economic, and technological changes of the past three decades. There is no longer a U.S. mass market because lifestyles have changed so dramatically. Some of the important demographic shifts have been:∙Increasing diversity of the population. The United States has always been an immigrant nation. However, large numbers of immigrants from Latin Americaand Asia have increased the proportion of minorities in the country to one inthree, up from one in five in 1980. This diversity is even more noticeable in theyounger market.∙Changing family and living patterns. There has been a substantial rise in the divorce rate, cohabitation, non-marital births, and increased female participationin the labor force. In addition, married couples with one earner make up only 15percent of all households. Dual-earner households have become much morecommon—the additional income is often necessary for the family to pay theirbills. Thus, the stereotypical family of the 1950s has been replaced by two olderand harried, working parents with much less time available.∙Emergence of a new children’s market. Minorities are over-represented in the younger age brackets due to the higher fertility and the younger populationstructure of many recent immigrants. The result is that one in three children inthe United States is black, Hispanic, or Asian. In addition, nearly all of today’schildren grow up in a world of divorce and working mothers. Many are doingthe family shopping and have tremendous influence over household purchases.In addition, they may simply know more than their elders about productsinvolving new technology such as computers.∙Income and education increases are two other important demographic factors impacting the marketing management arena. Generally, incomeincreases with age, as people are promoted and reach their peak earning years, and the level of education generally has increased over the last fewdecades. Family units today often have higher incomes because they may havetwo earners. Accordingly, there is an increased need for products and servicesbecause they likely have children and are homeowners.In sum, the need for market analysis and marketing decision-making, and managers to perform those tasks has never been greater. But, as the course will demonstrate, the complexities of, and analytical tools required for, these activities have never been greater. Be prepared for a challenging experience.B. “The Changing Image of Marketing”Focus: the changing perceptions of marketing in the contemporary business environment.Teaching Objectives∙To explain the concepts related to understanding the role and potential of marketing in the larger business environment.∙To provide students a new and possibly different perspective on the role of marketing in business and society.∙To indicate areas where the marketing process and concept will be useful to the student in assessing business developments.DiscussionI NTRODUCTIONWhat image comes to mind when you hear the word “marketing”? So me people think of advertisements or brochures, while others think of public relations (for instance, arranging for clients to appear on TV talk shows). The truth is, all of these—and many more things—make up the field of marketing. The Knowledge Exchange Business Encyclopedia defines marketing as “planning and executing the strategy involved in moving a good or service from producer to consumer.”With this definition in mind, it’s apparent that marketing and many other business activities are related in some ways. In simplified terms, marketers and others help move goods and services through the creation and production process; at that point, marketers help move the goods and services to consumers. But the connection goes even further: Marketing can have a significant impact on all areas of the business and vice versa.M ARKETING B ASICSIn introductory marketing you learned some basics—first the four P’s, and then the six P’s: ∙Product—What are you selling? (It might be a product or a service.)∙Price—What is your pricing strategy?∙Place or distribution—How are you distributing your product to get it into the marketplace?∙Promotion—How are you telling consumers in your target group about your product?∙Positioning—What place do you want your product to hold in theconsumer’s mind?∙Personal relationships—How are you building relationships with your target consumers?The sum of the above is called the marketing mix. It is important to have as varied a mix as possible in marketing efforts, since each piece plays a vital role and boosts the overall impact. Let’s take a closer look at the basic P’s of marketing and particularly at how they might affect what you do in business.▪ProductMarketers identify a consumer need and then provide the product or service to fill that need. The marketer’s job is to pinpoint and understand existing needs, expand upon them, and identify new ones. For example, because there are more singles and small families these days than in years past, marketers might see a need for products to be sold in smaller quantities and offered in smaller packages.How can this impact other professionals in the business/marketing process? Let’s say your company has developed a new product that generates enormous consumer demand. Your marketing department may ask you to find a way to speed up the workflow in order to crank out more products faster. A year after the product is introduced, however, the market might be flooded with cheap imitations. Since one marketing strategy is to keep products price-competitive, a marketer may then ask you to find a way to make the product less expensively. This relationship works both ways. There may be production and industrial engineers who may see a way to change the work process that would create additional options for consumers. Those engineers will also be instrumental in design and development of products for which human factors and ergonomics are important considerations. Maybe there’s room to add another product line. For instance, that product X is still blue but new product Y is red. You can suggest this to your marketing department; it, in turn, would do research to gauge potential consumer demand for the new line.▪PriceIdeally, a marketer wants to be proactive in setting price rather than simply react to the marketplace. To that end, the marketer researches the market and competition and plots possible price points, looking for gaps that indicate opportunities. When introducing a new product, the marketer needs to be sure that the price is competitive with that of similar products or, if the price is higher, that the consumers perceive they’re getting more value for their money.Various other technical professionals can have an important impact on marketers’ pricing decisions. Again, you may be asked to determine if productivity can be enhanced so that the product can be manufactured and then sold—for a lower price.▪Place or distributionWhat good is a product if you can’t get it to people who want to purchase it? When marketers tackle this issue, they try to figure out what the optimum distribution channels would be. Forexample, should the company sell the product to distributors who then wholesale it to retailers or should the company have its own direct sales force?Marketers also look at where the product is placed geographically. Is it sold regionally, nationally, and internationally? Will the product be sold only in high-end stores or strictly to discounters? The answers to all of these questions also help shape how a product can be distributed in the best way.Such distribution questions are potentially of great significance to many professionals, including industrial and other types of engineers in a company. For instance, whether a product will be marketed regionally or internationally can have enormous implications for package design as well as obvious areas of the supply chain: logistics, transportation, distribution, and warehousing.▪PromotionPromotion encompasses the various ways marketers get the word out about a product—most notably through sales promotions, advertising, and public relations.Sales promotions are special offers designed to entice people to purchase a product. These can include coupons, rebate offers, two-for-one deals, free samples, and contests.Advertising encompasses paid messages that are intended to get people to notice a product. This can include magazine ads, billboards, TV and radio commercials, Web site ads, and so forth. Perhaps the most important factor in advertising success is repetition. We’re all bombarded with an enormous number of media messages every day, so the first few times a prospective customer sees an ad, it usually barely makes a dent. Seeing the ad over and over is what burns the message into people’s minds. That’s why it’s good to run ads as frequently as possible.Public relations refers to any non-paid communication designed to plant a positive image of a company or product in consumers’ minds. One way to accomplish this is by getting the company or product name in the news. This is know n as media relations, and it’s an important aspect of public relations.As with price, changes in demand created by promotions can have a direct impact on the work of many other professionals.▪PositioningBy employing market research techniques and competitive analysis, the marketer identifies how the product should be positioned in the consumer’s mind. As a luxury, high-end item? A bargain item that clearly provides value? A fun product? Is there a strong brand name that supports how the image is fixed in the consumer’s mind? Once the marketer answers these kinds of questions, he or she develops, through a host of vehicles, the right image to establish the desired position.This, too, can affect the work you do. If an upscale image is wanted, the materials used in the product and packaging are likely to be different from those used in a bargain product—a fact that could make the workflow significantly more complex. On the other hand, with your engineering knowledge, you may be able to suggest alternative materials that would preserve the desired image but be easier or less expensive to use.。

MarketingManagement营销管理和项目规划

想要在美国总统选举中获胜，一个十分关键的因素就是精心设计并执行良好的营销方案。
2020/7/6
市场营销为什么很重要？市场营销学的范畴是什么？基本的营销理念包括什么？成功的营销管理必须完成的任务有哪些？
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市场营销的重要性
如何在残酷的经济环境中求得生存并实现较好的财务业绩，是企业必须面对的重要问题。如果没有足够的产品需求或服务需求来产生利润，那么财务、金融、运营、会计和其他业务功能都将变得虚无飘渺。
场所
财产权
组织
信息
观念/创意
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市场营销的范畴——谁是营销者？
营销者（Marketer）：是指从潜在顾客（prospect）那里寻求响应的人，如寻求注意力、购买行为等。市场（Market）：一般而言往往把卖方的集合看成行业，而把买方看作市场。主要的顾客市场：包括消费者市场、组织市场、全球市场和非盈利市场。大市场（meta market）：在消费者看来密码相关又属于不同行业的一系列互补产品和服务。
需要、欲望和需求 • 目标市场、市场定位和市场细分 • 供应物和品牌 • 价值与满意 • 营销渠道 • 供应链 • 竞争 • 营销环境
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新营销的现实
• 网络信息技术 • 全球化 • 放松管制 • 私有化 • 激烈竞争 • 产业交融 • 零售转型 • 取消中间商 • 消费者购买力 • 消费者信息 • 消费者参与 • 消费者抵制
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市场营销和顾客价值
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• 3.核心能力 • 一般指专门技术和生产方面的专长，而差
异化能力则是指那些在更广泛的业务流程中表现出来的优秀特质。 • 核心能力应具有三个特征：（1）它是一种具有竞争优势且能显著地创造消费者认知利益的资源；（2）市场应用上具有一定的宽广度；（3）竞争者要模仿的难度很高。

国外营销策略经典书籍

国外营销策略经典书籍1. "Influence: The Psychology of Persuasion" by Robert Cialdini - This book explores the six principles of persuasion and how they can be applied in marketing strategies. It offers insights into human behavior and the psychology behind decision-making, helping marketers understand how to influence and persuade customers effectively.2. "Purple Cow: Transform Your Business by Being Remarkable" by Seth Godin - This book emphasizes the importance of standing out in a crowded marketplace. It discusses the concept of building 'remarkable' products or services that are unique and memorable. Godin explains how to create remarkable marketing strategies that attract attention and differentiate a brand from competitors.3. "Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers" by Geoffrey A. Moore - This book focuses on marketing strategies for high-tech products and services. It explores the challenge of crossing the 'chasm' between early adopters and mainstream customers and provides insights into how to position and market high-tech innovations successfully.4. "Contagious: How to Build Word of Mouth in the Digital Age" by Jonah Berger - In this book, Berger delves into the science behind viral marketing and word-of-mouth recommendations. He outlines six key factors that make ideas and products contagious and shares practical strategies for creating contagious content that sparks customer conversations and drives marketing success.5. "Growth Hacker Marketing: A Primer on the Future of PR,Marketing, and Advertising" by Ryan Holiday - This book explores the concept of growth hacking, a data-driven and scalable marketing approach that focuses on rapid experimentation. It provides insights into how startups and companies can leverage unconventional marketing tactics, such as social media, analytics, and optimization, to achieve rapid growth.6. "Made to Stick: Why Some Ideas Survive and Others Die" by Chip Heath and Dan Heath - This book delves into the characteristics of sticky ideas – ideas that are memorable, shareable, and influential. It offers practical strategies for creating messages, stories, and marketing campaigns that stick in customers' minds and generate long-term impact.7. "The Tipping Point: How Little Things Can Make a Big Difference" by Malcolm Gladwell - Gladwell explores the idea of reaching a tipping point, where small changes lead to significant shifts in behavior or trends. He discusses the concepts of connectors, mavens, and influencers and how they can be leveraged in marketing strategies to create viral effects and drive widespread adoption.8. "Positioning: The Battle for Your Mind" by Al Ries and Jack Trout - This book focuses on the concept of positioning, highlighting the importance of defining and owning a unique position in customers' minds. Ries and Trout provide practical guidance on how to develop effective positioning strategies and establish a competitive advantage in the marketplace.9. "Permission Marketing: Turning Strangers into Friends andFriends into Customers" by Seth Godin - Godin introduces the concept of permission marketing, which emphasizes building relationships with customers based on their permission to engage in marketing communications. He emphasizes the importance of personalized, relevant, and valuable interactions that respect customers' preferences and interests.10. "Emotional Branding: The New Paradigm for Connecting Brands to People" by Marc Gobe - This book explores the power of emotions in branding and marketing. Gobe explains how emotional connections can create strong associations between brands and consumers, leading to increased loyalty and advocacy. He provides insights into how to leverage emotions in marketing strategies to create meaningful brand experiences.。

marketing theory a student text baker

marketing theory a student textbakerMarketing Theory: A Student Text by BakerMarketing Theory: A Student Text by Baker is a comprehensive introduction to the field of marketing, providing students with a solid foundation in the principles and practices of marketing management. This textbook is suitable for undergraduate students majoring in marketing or related fields, as well as those seeking to gain a better understanding of marketing theory and its application in today's business environment.The book begins by defining marketing and exploring its role in today's global economy. Baker outlines the key concepts and principles of marketing, including the Marketing Mix (Product, Price, Promotion, and Place) and the importance of customer satisfaction and value in driving business success. The text then delves into more advanced topics, such as market segmentation, target marketing, and positioning strategies.One of the strengths of this text is its focus on the practical application of marketing theory. The author includes a variety of case studies that illustrate how companies have used marketing strategies to achieve their objectives in different industries and markets. These real-world examples help students gain a better understanding of how theory applies to practice and develop their problem-solving and critical thinking skills.Another highlight of this text is its coverage of contemporary issues in marketing. Baker updates the content regularly to incorporate the latest trends, including digital marketing, social media, data analytics, and sustainability in marketing practices. This ensures that students are exposed to the most relevant and up-to-date information in the field.In summary, Marketing Theory: A Student Text by Baker is an excellent resourcefor students seeking to understand the principles and practices of marketing management. It provides a comprehensive overview of marketing theory, emphasizes practical application, and covers contemporary issues in the field. This text is highly recommended for students majoring in marketing or related fields, as well as those looking to enhance their knowledge and skills in marketing theory.。

市场营销英版

Marketing Defined

The AMA managerial definition:
“Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”
“Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.”

Exchange and transactions Relationship and networks Marketing channels Supply chain Competition Marketing environment Marketing program
Core Marketing Concepts
English for Sales and Marketing
Power Point by Chen Dong Sheng
Yantai University
Chaptenty-First Century
New Words and Expressions

philip kolter市场营销第一章重点解析

Information support system Supplier Wholesaler
Consumer
Competition
includes all of the actual and potential rival offerings and substitutes that a buyer might consider.
批注本地保存成功开通会员云端永久保存去开通
Marketing in the Twenty-First Century
--Philip Kotler
A framework of marketing management
I. Brief introduction of marketing
II. Core concepts of marketing III. Marketing Environment
Targeting
After market have been segmented, targeting aims at evaluating and comparing different segments in order to select one of the highest potential.
Four levels of competition, based on degree of product substitutability:
---Brand competition ---Industry competition
---Form competition
---Generic competition
Selling channels –distributors, retailers, banks and insurance

数字营销外文参考文献

数字营销外文参考文献1．Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2), 102-113.2．Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: Planning, optimizing and integrating online marketing. Routledge.3．Deighton, J., & Kornfeld, L. (2009). Interactivity’s unanticipated consequences for marketers and marketing. Journal of Interactive Marketing, 23(1), 4-10.4．Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68.5．Heinze, N., Huysmans, F., & Vos, L. (2018). From market orientation to digital market orientation: A review. Journal of the Academy of Marketing Science, 46(4), 534-544.6．Choudhury, M. M., & Harrigan, P. (2014). CRM to social CRM: The integration of new technologies into customer relationship management. Journal of Strategic Marketing, 22(2), 149-176.7．Ryan, D., & Jones, C. (2012). Understanding digital marketing: Marketing strategies for engaging the digital generation. Kogan Page Publishers.8．Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybridelement of the promotion mix. Business Horizons, 52(4), 357-365.9．Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2), 102-113.10．Strauss, J., & Frost, R. (2018). E-marketing. Routledge.请确保在引用时按照相关引用规范格式化参考文献。

Managing profitable customer relationships

The marketing process
• The marketing process - by creating value for consumers, companies in turn capture value from consumers in the form of sales, profits, and long-term customer equity
Designing a cust源自mer-driven marketing strategy
• The selling concept holds the idea that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort
Understanding the marketplace and consumer needs
• Needs are a state of self-deprivation
• Wants are needs shaped by culture and individual personality
Designing a customer-driven marketing strategy
• The production concept holds the idea that consumers will favor products that are available and highly affordable
Designing a customer-driven marketing strategy

Lesson 1 Marketing Defined

7
The Organisation’s Environment
Suppliers
Our Organisation Intermediaries The Marketing Environment Customers
Source: Brassington and Pettitt (2006:p.24)
Competitors – pursuing same customers
– Practice confusion marketing – Customers will automatically compare offerings – Customers are eclectic
Intermediaries – provide invaluable services in terms of getting goods from manufacturers to the consumer, e.g. white goods. Suppliers – a crucial link in the chain. If supply of components or raw materials cease production may be interrupted.
5
Development of Marketing
Marketing has being around since time began, e.g. old barter system, which has seen a current revival. Production era – In early 20th Century goods were scarce and competition was underdeveloped, therefore could sell whatever they made. Marketing Orientation – 1960s and 70s moved away from ‘sell what we can’ to one of ‘find out what the customer wants then we will make it.’ (Brassington and Pettitt (2006).

市场营销英语

negotiating<谈判> two valuable things, agreed-upon conditions, a time and a place of agreement, legal system supports.
1-10
Copyright 2009, Prentice-Hall, Inc.
1-11

Goods: Physical goods<实体商品> tangible items
Copyright 2009, Prentice-Hall, Inc. 1-12

services : airlines, car rental firms… 70-30 services-to-goods mix
What is Marketed?<营销的标的>

Goods Services Events Experiences Persons

Places Properties<财产权> Organizations Information Ideas
Copyright 2009, Prentice-Hall, Inc.
Copyright 2009, Prentice-Hall, Inc. 1-20

Ideas Social marketer (a mind is a terrible thing to waste)
Copyright 2009, Prentice-Hall, Inc. 1-21
Who Markets?

Organizations Strong, favorable, unique image --- target publics

MARKETING(国际营销PPT)剖析

The production concept 生产观念 (P17)
The production concept holds that consumers will prefer products that are widely available and inexpensive. Managers of production-oriented businesses concentrate on achieving high production efficiency, low cost, and mass distribution. It is used in developing countries or when a company wants to expand the market.
The societal marketing concept holds that the organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfaction more effectively and efficiently than competitors in a way that preserve or enhances the consumer’s and the society’s well-being.
American Marketing Association
tions of marketing
‘Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably’