Principles of Marketing 1
市场营销原理principles of marketing
“通才教育”与“职业教育”
2019年5月14
感谢你的观看
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三、理念基础 营销观念Marketing Concept
3、销售观念 (Selling Concept) (推销观念)
时代背景：20世纪20年代末到二战结束前。 泰罗的“科学管理” 社会产品增多；消费水平低，市场萧条， 产品积压；尤为30年代大危机。 公司重视销售，增设销售机构和销售人员。如美皮尔斯堡面粉公 司第一次成立了商情调研部门，加销队伍。 口号：“本公司旨在销售面粉”。“能销售什么就生产什么……”
广泛应用：竞选等非营利机构，发表演说与选民握手，亲吻儿童， 捐赠
局限：只顾销售不顾售后满意。
2019年5月14
感谢你的观看
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三、理念基础 营销观念Marketing Concept
4、市场营销观念（Marketing Concept）
时代背景： 二战后尤为50年代后，市场环境发生变化
2、无需求——刺激营销既无负需求也无正需求，漠不关心，需
刺激。
3、潜在需求）—— 开发性营销如对折叠自行车的需求
2019年5月14
感谢你的观看
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四、营销管理
各种需求状况及其相应的营销任务：
4、衰退需求
——恢复性营销（remarketing）
5、不规则需求
——同步营销 季节、日期等
公司高级管理对销售的描述：”不是到外面兜售“而仅仅是”从 柜台上寄给顾客“，亨利.福特曾傲慢地说”不管顾客需要什么， 我们的汽车就是黑色的“
买得起：成本高，价格高，提高生产率，降低成本，扩销路。
福特的营销哲学：努力使T型车达到完美，从而降低成本使更多
市场营销原理(第13版)终稿
和
第1章 营销：创造和获取顾客价值
市 场 营 销 原 理
• 学习目标
定义市场营销，并指出市场营销过程的步骤。 解释理解顾客和市场的重要性，比较五个核心的市场概念。 识别顾客导向的市场营销战略的关键要素，讨论指导营销战略的营销管理导向。 讨论顾客关系管理，解释为顾客创造价值并获得顾客回报的战略。 描述在关系时代推动市场营销变革的主要趋势和力量。
（推销观念采用由内而外的视角。相反，市场营销观念采用由外而内的视角。）
起点 推销观念 工厂 中心 现存产品 手段 推销和促销 目的 通过提高销 量获得利润 通过创造顾客 满意获得利润
营销观念
市场
顾客需求 图1-3
整合营销 推销观念和营销观念比较
11
PRINCIPLES
OF
MARKETING.
第1章 营销：创造和获取顾客价值
15
PRINCIPLES
OF
MARKETING.
第1章 营销：创造和获取顾客价值
市 场 营 销 原 理
顾客感知价值(customer-perceived value)指与其他竞争产品相比，顾客拥有或使用某一种市场提供物的总利益与 总成 本之间的差异。 顾客满意(customer satisfaction)取决于顾客对产品的感知效能与顾客预期的比较。
﹡客户关系水平与工具
公司能够根据目标市场的特点，将客户关系划分为不同的等级：一种极端的情况是，拥有众多低毛利顾客的公司会 追求与他们建立基本关系。另一种情况是，拥有毛利很高但数量少的顾客的公司则希望与关键顾客建立充分关系。 为建立客户关系，公司可以在财务性和社会性利益之外，增加结构性纽带。
从顾客处获得价值回报
从顾客处获得价 值以创造利润和 顾客权益
principles of marketing第一章
•
Individual—knowledge and selfexpression
Copyright © 2009 Pearson Education South Asia Pte Ltd
• Market segmentation: Dividing the markets into segments of customers • Target marketing: Which segments to go after
Copyright © 2009 Pearson Education South Asia Pte Ltd
Marketing Management
• Marketing management is the art and science of choosing target markets and building profitable relationships with them.
• What customers will we serve?
Build profitable relationships & create customer delight
Construct a marketing program that delivers superior value
Capture value from customers to create profits & customer quality
• How can we best serve these customers?
市场营销原理principlesofmarketing
第一讲 市场营销基础
本讲小结 关键术语 案例与讨论
一、认识基础
二、概念基础 三、理念基础
讨论可以检验学习效果 四、新世纪的挑战 你们认为： 为什么要学营销？怎么理解营销？ 怎样全面理解市场的概念？ 如何理解营销观念？怎样演变？各观念的主要区别？ 如何理解营销管理？ 营销新挑战——营销发展新趋势
市场营销原理
principles of marketing
王益锋
西安电子科技大学经济管理学院
课前的话
许多优秀的企业都是奉行市场营销观念的。如日本本田汽
车公司要在美国推出一种雅阁牌新车。在设计新车前，他
们派出工程技术人员专程到洛杉矶地区考察高速公路的情 况，实地丈量路长、路宽，采集高速公路的柏油，拍摄进
二、概念基础
（一）市场、市场营销与市场营销学
1、市场ቤተ መጻሕፍቲ ባይዱmarket
(分工、前身、概念分析) 我国古代文献《易经》 总结：“市场营销是企业的 营销活动，是引导商品或劳 2、市场营销 marketing 务从生产者到消费者或使用 引导产品与劳务从生产者流向消费者或使用者的企业活动。 者的企业整体活动（销售活 动，4p策略），通过满足顾 市场营销是引导产品及劳务从生产者至消费者或使用者的企 客需求来实现企业利润目标 业活动，以满足顾客并实现企业目标 “。 市场营销是一个完整的企业活动即以计划、产品、定价、推 市场营销的起点、中心、对 广与分销来满足现在与未来过客的需求 象、终点（自行创造、暴力 市场营销是一种人类活动，通过交易而引起满足消费者的需 强求、乞讨恳求、交易方式 ） 求与欲望。
三、理念基础 营销观念Marketing Concept
Principles of Marketing
Principles of Marketing---STU
在大二上学期，我很幸运的选到了田广老师的市场营销课，虽然是全英课程，刚开始的时候会觉得比较吃力，不过后来慢慢适应了，就发现这门课真的很有趣。
作为一个有着丰富海外教学经验的老师，田老师总是能用简单的语言生动的向我们传授知识，还能结合身边的例子让我们更容易的去了解，课堂气氛轻松自由，让我们能尽快的融入其中。
这门课包含了比较全面的市场营销的知识，包括市场分析、市场定位、顾客价值、消费者行为、4P理论等市场营销的理论知识，没有期末测试，而是分为三次小测，因为课本为全英教材，且页数很多，任务重大，采取小测的方式也可以减轻学生的压力。
除此之外，我们还需要做一个project，真正的向别人销售产品，在这个过程中，将理论运用于实践，巩固所学。
在做这个项目的过程中，我们遇到了许多困难，也付出了许多努力，但是能真正的“做营销”，比“学营销”带来的印象深刻的多。
在汇报时，我们也可以看到其他小组的精彩表现，相互学习，共同成长。
总的来说，市场营销所涉及的知识面较广，不仅仅老师讲就能全部掌握的。
但是，老师却能针对我们的学习情况，尽可能的把最重要有效的内容都告诉我们。
而我们要做的是将老师讲的都掌握好，在生活中也可以对各种不同的营销多点留意与分析。
关于营销的参考文献
参考文献营销的基本原理和策略营销是一门广泛应用于商业和组织中的重要学科。
它涉及产品或服务的推广、销售和分销，以及与客户建立和维护良好关系的过程。
本篇参考文献将介绍营销的基本原理和策略，并提供相关领域的经典文献作为参考。
一、营销的基本原理1.约瑟夫·菲利普斯（Joseph Philippe）的《营销原理》（Principles of Marketing）一书，详细介绍了营销的基本原理和概念，包括市场定位、目标市场选择、市场细分和定价策略等。
2.菲利普·科特勒（Philip Kotler）和加里·阿姆斯特朗（Gary Armstrong）合著的《营销学原理》（Principles of Marketing）是营销领域的经典教材之一，全面介绍了营销的核心理论和实践。
3.尼尔·博登（Neil Borden）的《营销组合》（The Marketing Mix）一文，提出了“4P”（产品、价格、渠道和促销）的概念，成为了营销策略中重要的基础模型。
4.菲利普·科特勒和凯文·雷恩（Kevin Lane Keller）合著的《现代营销管理》（Marketing Management）是一本综合性的营销管理教材，涵盖了营销战略、品牌管理、市场研究等方面内容。
二、市场细分和目标市场选择1.米克斯·韦德（Miklos Sarvary）和巴拉吉·苏布拉马尼亚姆（Balaji Sridharan）的《市场细分和目标市场选择：理论和实践》（Market Segmentation and Targeting: Theory and Practice）一文，介绍了市场细分的方法和目标市场选择的策略。
2.彼得·多尔顿（Peter Doyle）和马丁·埃文斯（Martin Evans）合著的《市场定位和分析》（Market Positioning and Analysis）一书，探讨了如何通过市场定位来识别目标市场，并制定相应的营销策略。
Principles Of Marketing1
Customer Value
心中价值：顾客以他们从产品或服务中所获 得的核心利益来定义价值，也就是说顾客以 自己从产品或服务那获得的满足感大小，主 观地判别其价值高低。 价格价值：用「价格」来认定他们所获得的 价值；顾客认为可以用较低的价格买到相同 的产品，所获得的价值较高
Contents Part 3
Customer-Driven Marketing Strategy: Creating Value for Target Customers 顾客导向的市场营销战略：为目标顾客创造价值 Products, Services, and Brands: Building Customer Value 产品、服务和品牌：构建顾客价值 New Product Development and Product Life-Cycle Strategies 新产品开发与产品生命周期战略 Pricing: Understanding and Capturing Customer Value 定价：理解和捕捉消费者价值
Contents Part 2
Analyzing the Marketing Environment 分析市场营销环境 Managing Marketing Information to Gain Customer Insights 管理市场营销信息获得顾客想法 Consumer Markets and Consumer Buyer Behavior 消费者市场与消费者购买行为 Business Markets and Business Buyer Behavior 经营市场与经营购买者行为
Contents Part 4
principles of marketing中文版
principles of marketing中文版引言概述：市场营销是一门关于如何满足顾客需求并实现企业利润最大化的学科。
本文将介绍《市场营销原理》一书的中文版，该书是市场营销领域的经典教材。
文章将从五个大点着手，详细阐述市场营销的基本原理和概念。
正文内容：1. 市场营销的定义和目标1.1 市场营销的概念和范围1.2 市场营销的目标和重要性1.3 市场营销的发展历程2. 市场和顾客分析2.1 市场的定义和分类2.2 顾客需求和市场细分2.3 市场竞争和竞争优势3. 市场营销策略3.1 市场定位和差异化3.2 产品和服务的开发与管理3.3 价格策略和定价方法3.4 渠道选择和分销策略3.5 促销和营销沟通4. 市场营销的实施和控制4.1 市场营销组织和管理4.2 市场营销计划和预算4.3 市场营销绩效评估和控制5. 市场营销伦理和社会责任5.1 市场伦理和道德问题5.2 市场营销的社会责任5.3 可持续发展和环境保护总结：综上所述，《市场营销原理》一书的中文版详细介绍了市场营销的基本原理和概念。
通过市场和顾客分析，我们可以了解市场的特点和顾客需求，为制定市场营销策略提供依据。
市场营销策略包括市场定位、产品和服务管理、定价、渠道选择和促销等方面。
在市场营销的实施和控制过程中，组织和管理、计划和预算、绩效评估和控制等是关键要素。
最后，市场营销伦理和社会责任的重要性也得到了强调，企业应该秉持道德和社会责任观念，实现可持续发展和环境保护。
总结部分根据文章内容进行了概括，并强调了市场营销伦理和社会责任的重要性，以及企业应该秉持的价值观。
文章结构清晰，内容详尽，符合标题所表达的意思。
PRINCIPLES OF MARKETING
Place
Where can buyers buy your product or service? If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or online? Or direct, via a catalogue?
BUY 30 YUAN
C
ASE STUDY
STU DY
GET or
This Monday we planed a marketing event in supermarkets for Nepia that buying 30 yuan Nepia’s goods get a Nepia’s toy of Kitty Cat or Kami. Now we use marketing-mix to analysis it.
Product
What does the customer want from the product/servic e? What features does it have to meet these needs? Are there any features you've missed out? Are you including costly features that the customer won't actually use?
{Sales}
unidirectional makes the profit
hardly build up connect between sellers and buyers
{Marketing}
bidirectional
市场营销原理外文翻译 外文文献 英文文献
本科毕业论文外文文献及译文文献、资料题目：New-Product Pricing Strategies 文献、资料来源：著作文献、资料发表（出版）日期：2000.4外文文献：Principles of Marketing1.New-Product Pricing StrategiesPricing strategies usually change as the product passes through its life cycle. The introductory stage is especially challenging. We can distinguish between pricing a product that imitates existing products and pricing an innovative product that is patent protected.A company that plans to develop an imitative new product faces a product-positioning problem. It must decide where to position the product versus positioning strategies. First，the company might decide to use a premium pricing competing products in terms of quality and price. Figure 17.1 shows four possible strategy - producing a high-quality product and charging the highest price. At the other extreme，it might decide on an economy pricing strategy - producing a lower-quality product，but charging a low price. These strategies can coexist in the same market as long as the market consists of at least two groups of buyers，those who seek quality and those who seek price. Thus，Tag-Heuer offers very high-quality sports watches at high prices，whereas Casio offers digital watches at almost throwaway prices.Companies bringing out an innovative，patent-protected product face the challenge of setting prices for the first time. They can choose between two strat-egies：market-shimming pricing and market-penetration pricing.(1) Market-Skimming PricingMany companies that invent new products initially set high prices to 'skim'revenues layer by layer from the market. Intel is a prime user of this strategy，called market-skimming pricing. When Intel first introduces a new computer chip，it charges the highest price it can，given，the benefits of the new chip over competing chips. It sets a price that makes it just worthwhile for some segments of the market to adopt computers containing the chip. As initial sales slow down and as competitors threaten to introduce similar chips，Intel lowers the price to draw in the nest price-sensitive layer of customers.(2) Market-Penetration PricingRather than setting a high initial price to skim off small but profitable market segments，some companies use market-penetration pricing. They set a low initial price in order topenetrate the market quickly and deeply - to attract a large number of buyers quickly and win a large market share. The high sales volume results in falling costs，allowing the company to cut its price even further. For example，Dell and Dan used penetration pricing to sell high-quality computer products through lower-cost mail-order channels. Their sales soared when IBM，Compaq，Apple and other competitors selling through retail stores could not match their prices. The Bank of Scotland and Winterthur of Switzerland used their Direct Line，Privilege and Churchill subsidiaries to grab profits and share in the motor insurance market by selling direct to consumers at market-penetrating prices. The high volume results in lower costs that，in turn，allow the discounters to keep prices low.Several conditions favour setting a low price. First，the market must be highly price sensitive，so that a low price produces more market growth. Second，production and distribution costs must fall as sales volume increases. Finally，the low price must help keep out the competition - otherwise the price advantage may he only temporary. For example，Dell faced difficult times when IBM and Compaq established their own direct distribution channels.2.Product-Mix Pricing StrategiesThe strategy for setting a product's price often has to he changed when the product is part of a product mix. In this case，the firm looks for a set of prices that maximizes the profits on the total product mix. Pricing is difficult because the various products have related demand and costs，and face different degrees of competition.(1) Product Line PricingCompanies usually develop product lines rather than single products. For example，Merloni's sells Indesit，Ariston and Seholte with price and –status ascending in that order. There arc full ranges of Indesit to Ariston appliances，from washing machines to freezers，covering the first two price hands，while Scholte sells expensive built-in kitchen equipment. Kodak offers not just one type of film，hut an assortment including regular Kodak film，higher-priced Kodak Royal Gold film for special occasions，and a lower-priced，seasonal film called Runtime that competes with store brands. Each of these brands is available in a variety of sizes and film speeds. In product line pricing，management must decidion the price steps to set between the various products in a line.The price steps should take into account cost differences between the prod-ucts in the line，customer evaluations of their different features and competitors' prices. If the price difference between two successive products is small，buyers will usually buy the more advanced product. This will increase company profits if the cost difference is smaller than the price difference. If the price difference is large，however，customers will generally buy the less advanced products.(2) Optional-Product PricingMany companies use optional-pro duet pricing - offering to sell optional or acces-sory products along with their main product. For example，a ear buyer may choose to order power windows，cruise control and a radio with a CD player. Pricing these options is a sticky problem. Car companies have to decide which items to include in the base price and which to offer as options. BMWs basic cars come famously under equipped. Typically the 318i is about DM40，000，but the customer then has to pay extra for a radio (prices vary)，electric windows (DM700)，sun roof (DM! ，800) and security system (DM1，100). The basic model is stripped of so many comforts and conveniences that most buyers reject it. The pay for extras or buy a better-equipped version. More recently，however，American and European car makers have been forced to follow the example of the Japanese car makers and include in the basic price many useful items previously sold only as options. The advertised price now often represents a well-equipped car.(3) Cap Live-Pro duct PricingCompanies that make products that must be used along with a main product are using captive-product pricing. Examples of captive products are razors，camera film and computer software. Producers of the main products (razors，cameras and computers) often price them low and set high mark-ups on the supplies. Thus Polaroid prices its cameras low because it makes its money on the film it sells. And Gillette sells low-priced razors，but makes money on the replacement blades. Camera makers that do not sell film have to price their main products higher inorder to make the same overall profit.(4) By-Product PricingIn producing proeessed meats，petroleum products，chemicals and other products，there are often by-products. If the by-products have no value and if getting rid of them is costly，this will affect the pricing of the main product. Using by-product pricing，the manufacturer willseek a market for these by-products and should accept any price that covers more than the cost of storing and delivering；them. This practice allows the seller to reduce the main product's price to make It more competitive. By-products can even turn out to be profitable. For example，many lumber mills have begun to sell bark chips and sawdust profitably as decorative mulch for home and commercial landscaping.Sometimes companies don't realize how valuable their by-products are. For example，most Zoos don't realize that one of their by-products –their occupants' manure - can be an excellent source of additional revenue. But the Zoo-Doo Compost Company has helped many zoos understand the costs and opportunities involved with these by-products. Zoo-Dolicenses its name to zoos and receives royalties on manure sales. 'Manyzoos don't even know how much manure they are producing or the cost of disposing of it，' explains president and founder Fierce Ledbetter. Zoos are often so pleased with any savings they can find on disposal that they don't think to move into active by-product sales. However，sales of the fragrant by-product can be substantial. So far novelty sales have been the largest，with tiny containers of Zoo Doo (and even 'Love，Love Me Doo'valentines) available in 160 zoo stores and 700 additional retail outlets. For the long-term market，Zoo-Doo looks to organic gardeners who buy15 to 70 pounds of manure at a time. Zoo Doo is already planning a 'Dung of the Month' club to reach these lucrative by-product markets.(5) Product-Bundle PricingUsing，product-bundle pricing，sellers often combine several of their products and offer the bundle at a reduced price. Thus theatres and sports teams sell seas on tickets at less than the cost of single tickets；hotels sell specially priced packages that include room，meals and entertainment；computer makers in elude attractives of ware packages with their personal computers. Price bundling can promote the sales of products that consumers might not otherwise buy，but the combined price must be low enough to get them to buy the bundle. "In other cases，product-bundle pricing is used to sell more than the customer really wants. Obtaining a ticket to an exclusive sports event is difficult，but World Cup football finals tickets are available to people willing to buy them bundled with a supersonic Concorde flight.3. Price-Adjustment StrategiesCompanies usually adjust their basic prices to account for various customer differencesand changing situations. Seven price-adjustment strategics：discount and allowance pricing，segmented pricing，psychological pricing，promotional pricing，-value pricing，geographical pricing and international pricing.(1) Discount and Allowance PricingMost companies adjust their basic price to reward customers for certain responses，such as early payment of bills，volume purchases and off-season buying. These price adjustments - called discounts and allowances - can take many forms.A cash discount is a price reduction to buyers who pay their bills promptly，Atypical example is '2/10，net 30'. which means that although payment is due within 30 days，the buyer can deduct 2 per cent if the hill is paid within 10 days. The discount must be granted to all buyers meeting these terms. Such discounts are customary in many industries and help to improve the sellers' cash situation and reduce bad debts and credit-collection costs.A quantity discount is a price reduction to buyers who buy large volumes. Atypical example might be 'K10 per unit for less than 100 units，$9 per unit for 100or more units'. Wine merchants often give 'twelve for the price of eleven' andMakro，the trade warehouse，automatically gives discounts on any product bought in bulk. Discounts provide an incentive to the customer to buy more from one given seller，rather than from many different sources.A quantity premium is sometimes charged to people buying higher volumes. In Japan it often costs more per item to buy a twelve-pack of beer or sushi than smaller quantities because the larger packs are more gift able and therefore less price sensitive. Quantity surcharges can also oecur when die product being bought is in short supply or in sets - for example，several seats together at a 'sold-out' rock concert or sports event - and some small restaurants charge a premium to large groups. Similarly，in buying antiques，it costs more to buy six complete place settings of cutlery than a single item. In this case the price will continue toincrease with volume，eight place settings costing more than six，and twelve place settings costing more than eight. Quantity premiums are more common than people imagine，and that is why they work. Consumers expect prices to deerease with volume and so do not check unit prices. This allows retailers to slip in high-margin items. Quantity surcharge increases with the variety and complexity of pack sizes and，in some markets，over 30 per cent of ranges include some quantity surcharging.A trade discount (also called a functional discount) is offered by the seller to trade channel members that perform certain functions，such as selling，storing and record keeping. Manufacturers may offer different functional discounts to different trade channels because of the varying services they perform，but manufacturers must offer the same functional discounts within each trade channel.A seasonal discount is a price discount to buyers who buy merchandise orservices out of season. For example，lawn and garden equipment manufacturers will offer seasonal discounts to retailers during the autumn and winter to encourage early ordering in anticipation of the heavy spring and summer selling seasons. Hotels,motels and airlines will offer seasonal discounts in their slower selling periods. Seasonal discounts allow the seller to keep production steady during the entire year.Allowances are another type of reduction from the list price. For example，trade-in allowances are price reductions given for turning in an old item when buying a new one. Trade-in allowances are most common in the car industry，but are also given for othe rdurable goods. Promotional allowances are payments or price reductions to reward dealers for participating in advertising and sales-support programmes.(2) Segmented PricingCompanies will often adjust their basic prices to allow for differences in customers，products and locations. In segmented pricing，the company sells aproduct or service at two or more prices，even though the difference in prices is not based on differences in costs. Segmented pricing takes several forms：* Customer-segment pricing. Different customers pay different prices for thesame product or service. Museums，for example，will charge a lower admission for young people，the unwaged，students and senior citizens. Inmany parts of the world，tourists pay more to see museums，shows andnational monuments than do locals.* Product-form pricing. Different versions of the product are priced differently，but not according to differences in their costs. For instance，the Dutch company Skil prices its 6434H electric drill at DF1200，which isDF1125 more than the price .of its 6400H. The 6434H is more powerful and has more features，yet this extra power and features cost only a few more guilders to build in.* Location pricing. Different locations are priced differently，even though the cost of offering each location is the same. For instance，theatres vary theirs cat prices because of audience preferences for certain locations and EU universities charge higher tuition fees for non-EU students.* Time pricing. Prices vary by the season，the month，the day and even the hour. Public utilities vary their prices to commercial users by time of day and weekend versus weekday. The telephone company offers lower 'off-peak' charges and resorts give seasonal discounts.For segmented pricing to be an effective strategy，certain conditions must exist. The market must be segmen table and the segments must show different degrees of demand. Members of the segment paying the lower price should not beably to turn around and resell the product to the segment paying the higher price.Competitors should not be able to undersell the firm in the segment being charged the higher price. Nor should the costs of segmenting and watching the market exceed the extra revenue obtained from the price difference. The practice should not lead to customer resentment and ill will. Finally，the segmented pricing must he legal.(3) Promotional PricingWith promotional pricing，companies will temporarily price their products below list price and sometimes even below cost. Promotional pricing takes several forms. Supermarkets and department stores will price a few products as toss leaders to attract customers to the store in the hope that they will buy other items at normal mark-ups. Kellers will also use special-event pricing in certain seasons to draw in more customers. Thus linens are promotionally priced every January to attract weary Christmas shoppers back into the stores. Manufacturers will sometimes offer cash rebates to consumers who buy the product from dealers within a specified time；the manufacturer sends the rebate directly to the customer. Rebates have recently been popular with car makers and producers of durable goods and small appliances. Some manufacturers offer low-interest financing，longer warranties or free maintenance to reduce the consumer's price'. This practice has recently become a favourite of the car industry. Or，the seller may simply offer discounts from normal prices to increase sales and reduce inventories.Pricing strategies and tactics form an important element of a company's marketing mix. Insetting prices，companies must carefully consider a great many internal and external factors before choosing a price that will give them the greatest competitive advantage in selected target markets. However，companies are not usually free to charge whatever prices they wish. Several laws restrict pricing practices and a number of ethical considerations affect pricing decisions. Pricing strategies and tactics also depend upon the way that we pay for things. Increasingly what we spend does not depend on how much money we have on us or how much we earned that week. These days our money is rarely something we sec or feel；it is the electronic transmission of data between files. Also，as currency is becoming an increasingly small part of our lives，barter is coming back in international and interpersonal dealing. Marketing Highlight 17，3 tells more about how money is changing.中文译文：市场营销原理第一节新产品定价策略定价策略在产品生命周期的不同阶段常常要改变，尤其是产品的新生期极具挑战性。
Principles-of-Marketing-Outline-营销学原理题纲
Chapter 1Marketing：Managing Profitable CustomerRelationships一What Is Marketing？1.Definition2.The Marketing Process3.Wavy’s preferred definition二Understanding the Marketplace and Customer Needs1.Customer Needs, Wants，and Demand2.Market Offerings—Product, Services, and Experiences3.Customer Value and Satisfaction4.Exchanges and Relationships5.Markets are the set of actual and potential buyers of a product6.Marketing systemElements of a Marketing System三Designing a Customer-Driven Marketing Strategy1.Marketing management2.Selecting Customers to Serve3. Market segmentationTarget marketing4.Choosing a Value Proposition5.Marketing Management OrientationsProduction conceptProduct concept＆Selling concept＆Marketing conceptSocietal concept四Building Customer RelationshipsCustomer Relationship Management （CRM）Chapter 2Company and Marketing Strategy:Partnering to Build Customer Relationships一Companywide Strategic Planning：Defining Marketing’s Role 1.Strategic Planning for a businessStrategic Planning2.Steps in the Strategic Planning Process3.＆Defining a Market-Oriented Missiona)The mission statementb)Market-oriented mission statementSetting Company Objectives and Goalsa)Business objectivesb)Marketing objectives＆Designing the Business Portfolio1)Definition1)Analyzing the business portfolio1)Strategic business unit （SBU）1)The Boston Group Approacha.Growth share matrixa.SBUs are classified as：Stars; Cash cows;Question marks；Dogs。
principle of marketing
Principle of MarketingIntroductionMarketing is a fundamental aspect of any business. It involves identifying, satisfying, and building relationships with customers. The principle of marketing refers to the core concepts and theories that guide marketing activities. Understanding these principles is essential for businesses to succeed in a competitive market. This article explores the key principles of marketing and their significance in driving business growth.The Marketing MixProductThe first principle of marketing is the product. Businesses must develop products or services that meet the needs and wants of their target market. This involves understanding customer preferences, conducting market research, and creating products that deliver value. Effective product development ensures that businesses have a competitive advantage and can differentiate themselves from their competitors.PricePricing is another important principle in marketing. Determining the right price for a product or service requires careful consideration of factors such as production costs, competitor pricing, and customer perceptions. Businesses need to find the right balance between profitability and customer affordability to maximize revenue and market share.PlacePlace, also known as distribution, refers to the channels through which products are made available to customers. It involves selecting theright distribution channels, such as direct sales, wholesalers, orretailers, based on the target market and product characteristics. Effective distribution ensures that products are accessible to customers at the right time and place.PromotionPromotion is a critical principle in marketing to communicate and create awareness about products or services. Businesses employ various promotional strategies, such as advertising, public relations, sales promotions, and personal selling, to reach their target audience. Effective promotion helps businesses build brand awareness, generate demand, and drive sales.Customer SegmentationGeographic SegmentationGeographic segmentation divides the market based on geographical factors such as region, country, or climate. Businesses can tailor their marketing efforts and products to meet the specific needs and preferences of customers in different locations. For example, a skincare company may offer different products for customers in hot and humid regions compared to cold and dry climates.Demographic SegmentationDemographic segmentation categorizes the market based on demographic variables such as age, gender, income, occupation, or education. By understanding demographic characteristics, businesses can develop targeted marketing campaigns that resonate with specific groups. For instance, a luxury car manufacturer may focus on marketing to affluent individuals with high disposable incomes.Psychographic SegmentationPsychographic segmentation considers customers’ lifestyle, interests, and attitudes to identify target segments. Businesses can create marketing messages that align with customers’ values and aspirations,building a strong emotional connection. For example, a fitness brand may target health-conscious individuals who prioritize an active lifestyle.Behavioral SegmentationBehavioral segmentation analyzes customers’ behaviors, such as purchasing patterns, product usage, or loyalty. By understanding customers’ buying behavior, businesses can develop personalized marketing strategies. For instance, an e-commerce company may send personalized product recommendations based on a customer’s previous purchases.Market ResearchSurveysSurveys involve collecting data from a sample of individuals through questionnaires. They provide valuable insights into customer preferences, satisfaction levels, and brand perception. Surveys can be conducted online, through phone interviews, or in-person, depending on the target audience. Businesses use survey results to make informed marketing decisions and improve customer experiences.Focus GroupsFocus groups gather a small group of individuals to discuss their opinions, attitudes, and experiences related to a product or service. Facilitated by a moderator, focus groups provide qualitative insightsinto customer perceptions and preferences. Businesses can use this information to refine their marketing strategies, product development, and communication messages.Market AnalysisMarket analysis involves collecting and analyzing data on market trends, competitor activities, and customer behavior. Data sources may include industry reports, public records, and social media monitoring. Through market analysis, businesses can identify opportunities, assess marketpotential, and make informed decisions related to product positioning, pricing, and distribution.Competitive IntelligenceCompetitive intelligence involves gathering information about competitors’ strategies, products, and per formance. This helps businesses identify their position in the market and develop strategies to gain a competitive advantage. By understanding competitors’ strengths and weaknesses, businesses can differentiate themselves and effectively target customers.ConclusionThe principles of marketing provide a framework for businesses to effectively reach and engage with their target market. By focusing on product development, pricing, distribution, and promotion, businesses can satisfy customer needs and achieve their marketing objectives. Understanding customer segmentation and conducting market research further enhances marketing effectiveness by ensuring targeted and personalized communication strategies. By applying these principles and strategies, businesses can gain a competitive edge and drive growth in the dynamic marketplace.。
市场营销学原理第次作业(Principles of marketing (Part ))
市场营销学原理第(1)次作业（Principles of marketing (Part 1)）Candidates answer questionsJob name: marketing principle article (1) working volume: SATotal score: 100 pass score: 60Start stop time: 2015-5-7 15:12:34 to 2015-5-7 16:00:31Student Name: 14030110155 student score: 90The total score of standard questions: 100 standard score: 90Detailed information:Question number: 1 question type: single question (please choose the only correct answer in the following options) subject score: 2Contents:Use the scientific method to plan the collection, collation and analysis of relevant marketing information, put forward suggestions to solve the problem, for marketing managers to understand the marketing environment, find the opportunities and problems, as the market forecast and marketingdecision-making, we call it ()A and marketing information systemB and Market ResearchC and market forecastD and decision support systemStudent answer: BThe score is 2Question number: 2 question type: single question (please choose the only correct answer in the following options) subject score: 2Contents:When most consumers in the potential market are not aware of the product, a high price and high promotion strategy is usedA and rapid penetration strategyB, slow penetration strategyC and quick skimming strategyD and slow skimming strategyStudent answer: CThe score is 2Question number: 3 question type: single question (pleasechoose the only correct answer in the following options) subject score: 2Contents:According to the characteristics of the service package, it refers to the spiritual enjoyment that customers can feel after experiencing the service processA, supportive facilitiesB, auxiliary itemsC, explicit serviceD, invisible serviceStudent answer: DThe score is 2Question number: 4 question type: single question (please choose the only correct answer in the following options) subject score: 2Contents:Enterprises use income and occupation as subdivision variables to subdivide a market, which belongs to ()A and geographic subdivisionB and population segmentationC and psychological segmentationD and Behavior SegmentationStudent answer: BThe score is 2Question number: 5 question type: single question (please choose the only correct answer in the following options) subject score: 2Contents:In the strategy of balancing enterprise capacity and customer demand, it is to change the service ability to meet the demandA and price differenceB, adding equipmentC, change the time of service deliveryD, communicate with customersStudent answer: BThe score is 2Question number: 6 question type: single question (please choose the only correct answer in the following options) subject score: 2Contents:The main reason for the difficulty of matching the service demand and the service enterprise's production capacity is the serviceA, invisibilityB, perishableC, differenceD, inseparabilityStudent answer: BThe score is 2Question number: 7 question type: single question (please choose the only correct answer in the following options) subject score: 2Contents:In the model of service quality gap, the gap of service quality refers to the gap between ()Customer expectations and actual customer expectations perceived by A, service providersB, service providers' commitment to customers and service performanceC, customer's expectation of service and customer's perception of serviceD, service standards established by service organizations and customer expectationsStudent answer: CThe score is 2Question number: 8 question type: single question (please choose the only correct answer in the following options) subject score: 2Contents:The symbol of "revolution" in marketing is the idea of putting forwardA, consumer centricB and producer centeredC, marketing mixD, network marketingStudent answer: AThe score is 2Question number: 9 question type: single question (please choose the only correct answer in the following options) subject score: 2Contents:Whether a market is valuable depends mainly on the marketA, demand statusB, competitive powerC, demand and competitivenessHow much is D and middleman?Student answer: CThe score is 2Question number: 10 question type: single question (please choose the only correct answer in the following options) subject score: 2Contents:The most significant and unique core function of an enterprise is ()A and marketingB, production functionC, financial functionD, sales promotion functionStudent answer: AThe score is 2Question number: 11 question type: single question (please choose the only correct answer in the following options) subject score: 2Contents:The following are not the micro environmental factors of marketingA, supplierB, competitorsC, enterpriseD and subculture groupStudent answer: DThe score is 2Question number: 12 question type: single question (please choose the only correct answer in the following options) subject score: 2Contents:Customer satisfaction is derived from () and ()A, gains, costsB, actual performance, expected resultsC, price, valueD, products, servicesStudent answer: BThe score is 2Question number: 13 question type: single question (please choose the only correct answer in the following options) subject score: 2Contents:The life cycle of a product is determined by the life cycle of the productA, enterprise and marketB, need and technologyC, quality and priceD, promotion and serviceStudent answer: BThe score is 2Question number: 14 question type: single question (please choose the only correct answer in the following options) subject score: 2Contents:The first step in service market segmentation is ()A, select segment marketB, selection subdivision criteriaC, clear subdivision variablesD and the definition of marketStudent answer: AThe score is 0Question number: 15 question type: single question (please choose the only correct answer in the following options) subject score: 2Contents:() is the most commonly used variable in international market segmentationA and economic factorsB, political factorsC and combination factorsD and geographical factorsStudent answer: DThe score is 2Item number: 16 multiple-choice questions: (Please tick the check box to choose the correct answer, answer in the following options can be more than the score: 4)Contents:According to the two dimensions of the price level and the promotion level, the product marketing strategy of the input period can be divided into (1)A, cheap penetration strategyB and rapid penetration strategyC, slow penetration strategyD and quick skimming strategyE and slow skimming strategyStudent answer: BCDEThe score is 4Item number: 17 multiple-choice questions: (Please tick the check box to choose the correct answer, answer in the following options can be more than the score: 4)Contents:How many kinds of marketing strategies can be divided according to the price and sales promotion in the product investment period?A and quick skimming strategyB and slow skimming strategyC and rapid penetration strategyD, slow penetration strategyStudent answer: ABCDThe score is 4Item number: 18 multiple-choice questions: (Please tick the check box to choose the correct answer, answer in the following options can be more than the score: 4)Contents:The typical product life cycle generally includes the following stagesA and input periodB and growth periodC and mature stageD and declineStudent answer: ABCDThe score is 4Item number: 19 multiple-choice questions: (Please tick the check box to choose the correct answer, answer in the following options can be more than the score: 4)Contents:How many segments of the target market segment do we have at present?A, surveyB and analysisC and subdivisionD and locationStudent answer: ABCThe score is 4Item number: 20 multiple-choice questions: (Please tick the check box to choose the correct answer, answer in the following options can be more than the score: 4)Contents:When the service time is adjusted, the means can be adoptedA, tell the peak timeB, home serviceC, establishing reservation systemD, discount or offer discountStudent answer: ACThe score is 4Item number: 21 multiple-choice questions: (Please tick the check box to choose the correct answer, answer in the following options can be more than the score: 4)Contents:There is a hierarchical understanding of the perception of stimuliA and selective attentionB, selective distortionC and selective memoryD and selective understandingE and selective eliminationStudent answer: ABDThe score is 0Item number: 22 multiple-choice questions: (Please tick the check box to choose the correct answer, answer in the following options can be more than the score: 4)Contents:Which of the following are necessary conditions for the exchange to occur (?)A, at least two partiesB, each side can communicate information and deliver goodsC, each party is free to accept or reject the supply of the other partyD, one can give the object to the other, and not accept any object in returnStudent answer: ABCThe score is 4Title: 23 multiple-choice questions: (Please tick the check box to choose the correct answer, answer in the following options can be more than one) this fraction: 4Contents:The following belongs to the 4P marketing mixA, productsB, customerC, channelD and priceE, promotionF, communicationStudent answer: ACDEThe score is 4Item number: 24 multiple-choice questions: (Please tick the check box to choose the correct answer, answer in the following options can be more than the score: 4)Contents:The principles of market segmentation are as followsA, measurableB, accessibleC, validityD and stabilityStudent answer: ABThe score is 0Item number: 25 multiple-choice questions: (Please tick the check box to choose the correct answer, answer in the following options can be more than the score: 4)Contents:The following statements are correctA, enterprises can change the environment according to their own wishes, not subject to the environmentB, enterprises must survive and develop in a certain marketing environment, can not exist independently from the environmentC and target consumers are also important environmental factors for enterprisesThe larger the D and Engel coefficients, the lower the living standard, and the lower the proportion of disposable income in total incomeE, population growth also means an increase in the demand for public necessitiesStudent answer: BCDEThe score is 4Question number: 26, question type: judgment question: 3Contents:The stopgap usually avoids competition with big companies, and chooses small markets which are not very interested in large companies as target markets, or market niches1, wrong2, pairsStudent answer: 2The score is 3Question number: 27, question type: judgment question: 3Contents:In the model of service quality gap, the total gap of service quality refers to the gap between the expectation of customer service quality and the actual perception1, wrong2, pairsStudent answer: 2The score is 3Question number: 28, question type: judgment question: 3Contents:The core of market segmentation is to distinguish the difference of consumer demand, and different market segments represent different consumer groups1, wrong2, pairsStudent answer: 2The score is 3Question number: 29, question type: judgment question: 3Contents:Consumer behavior is the process that consumers take to obtain consumer goods and determine the decision-making process of these actions1, wrong2, pairsStudent answer: 1The score is 3Question number: 30, question type: judgment question: 3Contents:The development of the market is a dynamic process driven by the consumer (buyer) and driven by the producer (seller)1, wrong2, pairsStudent answer: 2The score is 3Question number: 31, question type: judgment question: 3Contents:From the actual marketing experience, it is more expensive to maintain the old customers than to attract new customers1, wrong2, pairsStudent answer: 1The score is 3Question number: 32, question type: judgment question: 3Contents:The purpose of the business market is to sell, lease or supply other organizations,Not consumption1, wrong2, pairsStudent answer: 2The score is 3Question number: 33, question type: judgment question: 3Contents:From the perspective of marketing theory, the market is the place where goods are bought and sold1, wrong2, pairsStudent answer: 1The score is 3Question number: 34, question type: judgment question: 3Contents:PEST aims to analyze the industry environment in which the enterprise is located1, wrong2, pairsStudent answer: 1The score is 3Question number: 35, question type: judgment question: 3Contents:Service quality emphasizes customer perceived service quality1, wrong2, pairsStudent answer: 2 The score is 3。
01-Principles of marketing
Demarketing is marketing to reduce demand temporarily or permanently; the aim is not to destroy demand but to reduce or shift it
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Production concept
Product concept
Selling concept
Marketing concept
Societal concept
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 15
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 17
Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations
object from someone by offering something in return
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
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Understanding the Marketplace and Customer Needs
principles of marketing (Armstrong & Kotler) ch4
Marketing Information System
Marketing information system (MIS):
► Consists
of people and procedures for assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights. Assess information needs Develop needed information Analyze and use information
Firms use customer insights to develop
competitive advantage. Customer insight teams are replacing traditional market research departments.
Prentice Hall, Copyright 2009 4-6
4-9
Marketing intelligence:
►
Marketing research:
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Prentice Hall, Copyright 2009
Internal database
USSA是一家向美国军职人员及其家庭提供财务服务的公
司，它拥有一个关于顾客购买历史及信息的数据库。为更 新数据库，公司按时调查遍布世界的500万顾客的信息， 包括有无子女，是否搬家以及准备何时退休。USSA利用 数据库来修改营销方案，以满足个体顾客的特殊需求。例 如，如果子女在上大学，公司想这些子女提供如何管理信 用卡的信息；如果子女还小，公司赠送有关如何支付教育 费用的小册子；如果准备退休，公司会提供不动产信息。 通过充分应用数据库，USSA向每位顾客提供专门服务， 拥有很高的顾客忠诚度和销售增长。这家约值105亿美元 的公司留住了97%的顾客。
principles of marketing中文版
principles of marketing中文版《市场营销原理》中文版的学习主要涉及市场营销的基本概念、市场营销组合、消费者行为、市场分析、市场竞争、产品策略、价格策略、促销策略、分销渠道策略以及服务营销等方面。
以下是我为你准备的有关这些主题的详细信息：一、市场营销的基本概念市场营销是关于人类经济活动的一门科学，其目的是通过满足消费者需求来创造价值。
市场营销者通过理解并预测消费者的需求，以及他们自身所能提供的满足方式，来制定和实施营销策略。
二、市场营销组合市场营销组合是影响销售的主要因素，包括产品（Product）、价格（Price）、地点（Place）和促销（Promotion）。
这四个要素的适当组合和协调使用，对于营销成功至关重要。
三、消费者行为消费者行为是研究消费者如何看待、理解和行动产品和服务的学科。
了解消费者的需求、喜好、经济条件和行为习惯，是制定和调整营销策略的关键。
四、市场分析市场分析是对市场状况、趋势和潜在需求进行的研究。
市场营销者通过市场分析，了解市场容量、竞争对手、目标客户以及他们所提供的产品或服务的需求变化。
五、市场竞争市场竞争是指多个公司在同一市场或领域竞争的现象。
为了在竞争中取得优势，公司需要理解并利用竞争环境，创新产品和服务，以及有效地进行市场推广。
六、产品策略产品策略涉及产品的设计、特性、功能以及产品与消费者的关系。
一个成功的产品策略应该考虑到消费者的需求、产品的质量、价格、外观以及生命周期等因素。
七、价格策略价格是市场营销组合中非常重要的一部分。
有效的价格策略应该考虑到产品的成本、消费者的支付意愿以及竞争者的价格。
八、促销策略促销策略涉及如何吸引和保持消费者的注意，激发他们的兴趣和欲望，从而购买产品或服务。
这包括广告、销售推广、公共关系和直接营销等多种手段。
九、分销渠道策略分销渠道是产品从生产者到达消费者所经过的路径，包括直接销售和间接销售两种方式。
有效的分销渠道策略需要考虑产品的特性、消费者的需求以及渠道伙伴的利益。
市场营销原理(第13版)
市场营销近视症(marketing myopia)：销售人员过于关注自己为现有欲望开发出来的产品，而忽略了 顾客需要的变化。
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第1章 营销：创造和获取顾客价值
市 场 营 销 原 理
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顾客价值与满意
顾客对各种市场提供物将递送的价值和满意形成预期，并据此作出购买决定。满意的顾客会重复购买， 并将自己的美好体验告诉别人；不满意的顾客转而向竞争者购买，并向其他人贬低产品。 市场营销者必须谨慎设定恰当的预期水平。顾客价值和顾客满意是建立和管理顾客关系的关键。
6.获得顾客价值
市场营销过程的最初四个步骤涉及通过创造和递送卓越的顾客价值建立客户关系（见图1-1）。最后 一步则要获得以当前的和未来的销售、市场份额及利润等形式表现的回报。
建立顾客忠诚与维持
客户关系管理的目标不仅仅是创造顾客满意，而是顾客愉悦。良好的客户关系管理产生顾客愉悦。
增长顾客份额
顾客份额(customer share)指顾客所购买的某公司的产品占其同类产品购买量的比重。
原
在得到购买能力的支持时，欲望就转化为需求(demands)。在既定的欲望和资源条件下，人们会选择
能够产生最大价值和满意的产品。
理 市场提供物——产品、服务和体验
消费者的需求和欲望通过市场提供物(marketing offerings)——即提供给市场以满足需要、欲望和需求 的产品、服务、信息或体验的集合——得到满足。
﹡企业外部的市场营销伙伴
改变也同样发生在营销者如何与其供应商、渠道伙伴甚至是竞争者的联系上。现在，大多数公司已经是网络化的公 司，严重依赖与其他公司建立的伙伴关系。 市场营销渠道由分销商、零售商以及其他在公司与购买者之间起到媒介作用的组织构成。
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summary principles of marketing
summary principles of marketing作为市场营销学的核心课程，本文介绍市场营销的核心原则。
1. 知道你的目标市场市场营销的第一个原则是了解目标市场。
无论是制定战略计划、价格策略，还是进行推广以及销售，我们需要清楚地了解我们的目标市场。
通过了解目标市场的需求和行为，我们可以更好的吸引他们的注意力，并向他们推销我们的产品和服务。
2. 了解客户需求了解客户需求是市场营销的核心要素之一。
我们需要了解客户的消费行为、需求以及偏好。
通过研究消费者的购买行为，我们可以发现消费者的需求是如何影响他们的决策的。
3. 保持产品差异化竞争在一个竞争激烈的市场，我们需要不断地开发出可以区别于竞争者的独特产品和服务。
这可以提高我们的品牌知名度，并吸引更多的客户。
差异化竞争可以让我们更好地控制市场份额，增加利润，为企业发展提供更好的动力。
4. 赠品和促销活动赠品和促销活动可以吸引消费者更多地购买我们的产品和服务。
这可以帮助我们提高我们的销售额和市场份额，并提高我们的品牌知名度。
对于促销活动，我们需要控制促销的范围和期限，以确保实现我们的营销目标。
5. 制定清晰的定价策略我们需要制定合理的定价策略来赚取利润并增加销量。
我们的定价策略应该考虑到竞争者的价格、市场需求以及我们的产品成本。
合理的定价策略可以增加我们的销售额，并为我们赢得新的客户。
总结市场营销的原则是非常重要的，尤其在当今竞争激烈的市场环境中。
了解目标市场、客户需求、制定清晰的定价策略、赠品和促销活动以及差异化竞争等原则，可以有效地帮助我们更好地营销我们的产品和服务，并控制市场份额，为企业的发展提供支持。
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What is Marketing? (cont)
• The Marketing Process: First four steps in the process: work to understand consumers; create customer value, and build strong customer relationship, companies reap the rewards of creating superior customer value, capture value from consumers in the form of sales, profit, and long-term customer equity.
The Changing Nature of Customer Relationships
Selective relationship management- beginning to assess carefully the value of customers to the firm. 1. Profitability analysis- weed out losing customers and target winning ones to pamper. • Relating for the long-term- attract new customers, create transactions with them. Retain current customers and build profitable long-term relationships with them. •
The Changing Nature of Customer Relationships
• Relating with more carefully selected customersusing profitability analysis to weed out losing customers and target winning ones for pampering. • Relating for the long-term-using customer relationship management to retain current customers and build profitable, long-term relationships with them. • Relating directly-by phone, mail order catalogs, kiosks and on line.
Designing a Customer-Driven Marketing Strategy
• • Selecting customers to serve-market segmentation; target marketing. Choosing a value proposition-a set of benefits it promises to deliver to consumers to satisfy their needs. (why should I buy your brand?) Marketing management orientations
Capturing Value from Customers
Understanding the Marketplace and Consumer Needs
• Consumer needs-states of felt deprivation, wants-the form human needs take as shaped by culture and individual personality, demands-human wants that are backed by buying power • Marketing offers-products, services and experiences-to satisfy a need or want.
Understanding the Marketplace and Consumer Needs (cont)
• Markets- set of actual and potential buyers of a product. They share a want/need through exchange relationships.
Understanding the Marketplace and Consumer Needs (cont)
• Customer value and satisfactioncustomers form expectations about the value and satisfaction that various marketing offers will deliver and buy accordingly. • Exchanges and relationships-act of obtaining a desired object from someone by offering something in return.
•
Designing a Customer-Driven Marketing Strategy (cont)
a. The productions concept-idea that consumers will favor products that are available and highly affordable. b. The product concept-idea that consumers will favor products that offer the most in quality, performance, and features and that the organization should therefore devote its energy to making continuous product improvements.
Designing a Customer-Driven Marketing Strategy (cont)
1. The Societal Marketing concept-a principle of enlightened marketing that holds that a company should make good marketing decisions by considering consumers wants, the company’s requirements, consumers long-run interest, and society’s long-run interests.
Designing a Customer-Driven Marketing Strategy (cont)
c. The Selling concept-idea that consumers will not buy enough of the firms products unless it undertakes a large scale selling and promotion effort. d. The Marketing concept-philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do.
Building Customer Relationship
Customer Relationship Management (CRM)the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. 1. Customer value-highest perceived value relative to those of competing offers. 2. Customer satisfaction- perceived performance that matches a buyers expectations. •
Principles of Marketing
Chapter 1 Marketing: Managing Profitable Customer Relationships
What is Marketing?
Ans: Managing profitable customer relationships Two fold goal: attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. • Marketing defined: as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.
Partner Relatirs inside the company- Working closely with partners in other company departments and outside the company to jointly bring greater value to customers. • Marketing partners outside the firm- supply chain management. distributors, retailers and others who connect the company to its buyers.)