市场营销原理-亚洲版复习整理

Chapter 1 Marketing: Managing Profitable Customer Relationships Marketing:

goal of marketing: attract new customers by promising superior value

keep and grow current customers by delivering satisfaction definition (it involves satisfying customer needs)

process:

1. Understanding the marketplace and customer needs

Needs: physical needs (food, clothing, warmth, safety)

social needs (belonging and affection)

individual needs(knowledge, self-expression)

Wants: wants are shaped by one’s society and are described in terms of objects that will satisfy needs. (Food—Big Mac, rice)

Demands: given their wants and resources, people demand products with benefits that add up to the most value and satisfaction

需要（已有）→欲望→需求（创造）

Market offerings: 营销对象

physical products

services, activities or benefits offered for sale(not result in ownership)

entities(persons, places, organizations, information, ideas)

marketing myopia: 营销近视

the customer will have the same need but want the new product

solution: look beyond the attributes and existing customer wants

product benefits and experiences, and customer’s needs

offer superior customer value(create brand experiences)

e.g. Disney World, F1 race

Customer value and satisfaction:

customers form expectations about the value and satisfaction that

various market offerings will deliver and buy accordingly

价值=总收益-总成本

marketers: set the right level of expectations

Exchanges交换（包含donation）bring about a response(votes, membership,

audience, acceptance)

Relationship交易关系goal: retain customers and grow their business

Markets: marketing means managing markets to bring about profitable customer relationships

Marketing system:

actor: suppliers, company, competitors, intermediaries, final users

affected by major environmental forces: demographic, economic,

physical, technological, political/legal, social/cultural each party adds value for the next level. success depends on the entire system.

2. Designing a customer-driven marketing strategy

Marketing management: 营销管理

Selecting customers to serve: market segmentation, target marketing

demarketing(reduce/shift demand temporarily or permanently, e.g.

奢侈品，旅游景点，限量版)

customer management, demand management 需求与资源匹配

select only customers that it can serve well and profitably Choosing a value proposition: differentiate, position the product

Marketing management orientations:经营理念(philosophy guiding these marketing

strategies)

Production concept: consumers favor products that are available and highly affordable.

生产观念Management focuses on improving production and distribution efficiency.

Marketing short-sightedness, losing sight of satisfying customer needs.

(e.g.亨利福特T型车，代工企业)

Product concept: consumers favor products that offer the most in quality, performance, 产品观念and innovative features.

Marketing strategy focuses on making continuous product improvement.

Focusing only on products can lead to marketing myopia.

(e.g. mousetrap compared with chemical spray, services, 4 Ps)

Selling concept: undertaking a large-scale selling and promotion

推销观念practiced with unsought goods(buyers do not normally think of buying,

e.g. insurance, blood donations)大萧条时期

Focus on creating sales transaction rather than on building long-term,

profitable customer relationships

Sell what they make rather than making what the market wants

Product-centered “make and sell ”

Marketing concept: customer-centered “sense and respond”

营销观念Find the right product for your customers

对比：Selling concept & Marketing concept

Customer driven & Customer driving P10

Societal concept: companies should balance three considerations in setting their 社会营销观念marketing strategies: company profits, consumer wants, and

society’s interests.

e.g. 垃圾食品，石油危机，外部性，企业道德（J&J召回）

3. Preparing an integrated marketing plan and program

deliver the intended value to target customers

transform the marketing strategy into action

marketing mix: 营销组合major tools: product price promotion place

integrated marketing program整合营销计划: blend all marketing mix tools into a comprehensive plan that communicates and delivers the

intended value to chosen customers.

4. Building customer relationships (most important)

Customer relationship management (CRM) 客户关系管理: deals with all the aspects of acquiring, keeping and growing customers.

Customer value: buy from the firm that offers greatest perceived value.

Do not judge product value and cost accurately

Customer satisfaction: higher level satisfaction lead to greater loyalty, thus