市场营销复习资料

Marketing is the process by which companies create value for customers and build strong customer relationships to capture value from customers in return

The Marketing Process

•Understand the marketplace and customer wants and needs

•Design a customer-driven marketing strategy

•Construct a marketing plan that delivers superior value

•Build profitable relationships and create customer satisfaction

•Capture value from customers to create profit and customer equity

Marketing management is the art and science of choosing target markets and building profitable relationships with them.

•What customers will we serve?

•How can we best serve these customers?

Market segmentation: Dividing the markets into segments of customers

Target marketing: Which segments to go after

The value proposition is the set of benefits or values a company promises to deliver to customers to satisfy their needs

The marketing mix is the set of tools (four Ps) the firm uses to implement its marketing strategy: •P roduct

•P rice

•P romotion

•P lace

The marketing concept is the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors do.

Customer relationship management is the overall process of building and maintaining profitable customer relationships by delivering superior value and satisfaction.

Customer perceived value is the difference between total customer value and total customer cost. Customer satisfaction is the extent to which a product’s perceived performance matches a buyer’s expectations.

The supply chain is a channel that stretches from raw materials to components to final products to final buyers.

•Supply management

•Strategic partners

•Strategic alliances

Customer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime of patronage.

Customer equity is the total combined customer lifetime values of all of the company’s customers

Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.

The business portfolio is the collection of businesses and products that make up the company Steps in Analyzing the Current Business Portfolio

•Identify key businesses making up the company

•Assess the attractiveness of its various SBUs

•Decide how much support each SBU deserves

A strategic business unit (SBU) is a unit of the company that has a separate mission and objectives that can be planned separately from other company businesses.

•Company division

•Product line within a division

•Single product or brand

Growth share matrix is a portfolio planning method that evaluates a company’s strategic business units in terms of their market growth rate and relative share.

Strategic business units are classified as:

•Stars are high-growth, high-share businesses or products requiring heavy investment to finance rapid growth. They will eventually turn into cash cows.

•Cash cows are low-growth, high-share businesses or products that are established and successful SBUs requiring less investment to maintain market share.

•Question marks are low-share business units in high-growth markets requiring a lot of cash to hold their share.

•Dogs are low-growth, low-share businesses and products that may generate enough cash to maintain themselves but do not promise to be large sources of cash.

Problems with Matrix Approaches

•Difficulty in defining SBUs and measuring market share and growth

•Time consuming

•Expensive

•Focus on current businesses, not future planning

Product/market expansion grid strategies

•Market penetration

•Market development

•Product development

•Diversification

Market penetration is a growth strategy increasing sales to current market segments without changing the product.

Diversification is a growth strategy through starting up or acquiring businesses outside the company’s current products and markets.

A value chain is a series of departments that carry out value-creating activities to design, produce, market, deliver, and support a firm’s products.

A value delivery network is made up of the company, suppliers, distributors, and ultimately customers who partner with each other to improve performance of the entire system.

A marketing strategy is the marketing logic by which the business unit hopes to achieve its marketing objectives

Market segmentation is the division of a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products or marketing mixes.

A market segment is a group of consumers who respond in a similar way to a given set of marketing efforts.

Target marketing is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.