市场营销学Marketing
《市场营销学》——第一章
市场营销学教材班级：姓名：※ 教学目标通过市场营销学课程的学习，教育和培养学生树立牢固的市场营销理念，认识在发展社会主义市场经济的进程中，加强对企业市场营销管理的重要性；帮助学生全面、系统地掌握市场营销的基本理论、基本知识和基本方法，了解分析市场营销环境，研究市场购买行为，制定市场营销战略和策略，组织和控制市场营销活动的基本程序和方法；培养和提高正确分析和解决市场营销管理问题的能力，以便毕业后能较好地适应市场营销管理工作的需要。
第一章市场营销学概述第1节市场营销与市场营销学一、Marketing的双重含义“市场营销学”或“营销学”译自英语Marketing一词，它作为一门新兴的学科，20世纪初产生于美国。
Marketing一词在英语里具有双重含义，既是一种经济行为，一种实践活动，又是一门科学。
当Marketing表示一种经济行为、一种实践活动时译为“市场营销”，而表示一门科学时，则译为“市场营销学”。
前者是指由企业等组织所进行的市场营销活动；后者是指主要研究企业等组织在市场上的市场营销活动及其规律性的科学。
二、市场营销的定义市场营销中最重要，最棘手的概念上的问题之一也许就是其定义了。
国内外学者对市场营销已下过上百种不同的定义，迄今为止还没有一个被广泛承认的统一的定义。
市场营销的定义具有多样性的特点，一是因学者不同而异，即不同的研究机关和学者采用不同的定义；二是因时代不同而异，即同样的研究机关和学者也会随时代的变化而改变其定义的内容。
下面介绍几个比较有代表性的定义。
（一）杜拉克的定义市场营销不只是一个比销售更广的概念，也并不是一个完全专门化的活动，它与整个企业相关联。
所谓市场营销就是从事业活动的最终结果这一观念，即顾客观念出发所看到的事业整体。
因此，市场营销的领域和责任范围必须涉及到企业的所有部门。
（二）菲利普·科特勒的定义1、市场营销，是指通过交换过程来满足需求和欲望的、有目的的人类活动。
市场营销期末复习参考
市场营销期末复习题型：（一）填空题（二）选择题（三判）断题（四）名词解释（五）简答题（六）大题绪论关于市场营销学1、市场营销学（Marketing），20世纪初由美国人首先建立起来的。
2、市场营销学的全部研究都是以产品适销对路、扩大市场销售为中心而展开的。
3、核心思想：①企业必须面向市场、面向消费者，必须适应不断变化的环境并及时做出正确的反应；②企业要为消费者或用户提供令人满意的各种商品或服务，并且要用最少的费用、最快的速度将产品送达消费者或用户手中；③企业应该而且只能在消费者或用户的满足中实现自己的各项目标4、营销学内容：①分析企业与市场的关系、影响企业营销活动的宏观环境和微观环境，以及各类市场需求和购买行为②关于企业营销活动与营销决策的研究（核心内容）③关于营销组织与营销控制的研究5、需要：是人们感到某种基本满足物未得到的心理状态欲望：只想得到满足需要的不同品种、档次、特色的具体物品的愿望需求（需求=欲望+购买力）：指人们有支付能力购买，并且愿意购买某具体对象的欲望第一章市场与市场营销1市场是某一产品的所有现实和潜在买主的总和，市场是某种商品需求的集合(市场=人口+购买力+购买欲望)2、市场营销是在变化的市场环境中，旨在满足消费需要、实现企业目标的商务活动过程，包括市场调研、选择目标市场、产品开发、产品定价、渠道选择、产品促销、产品储存和运输、产品销售、提供服务等一系列与市场有关的企业业务经营活动。
3、市场营销的功能：①交换功能、②物流功能、③便利功能、④示向功能4、五种企业经营观（1）生产观念基本内容：企业以改进、增加生产为中心，生产什么产品，就销售什么产品。
（2）产品观念此经营思想认为：消费者或用户总是欢迎那些质量高、性能高、有特色、价格合理的产品，生产者只要注意提高产品质量，做到物美价廉，就一定会产生良好的市场反应，顾客就会自动找上门来，因而无需花大力气开展推销活动。
（3）推销观念（如果不经过销售努力，消费者就不会大量购买。
市场营销学知识要点汇总
市场营销学知识要点汇总（最全版）目录一、市场营销学的初阶知识 (1)1.1 市场营销学的核心概念 (1)1.2 市场营销学的相关因素 (11)1.3 市场营销学的应用特点 (12)二、市场营销学的中阶知识 (14)2.1 市场营销学的发展过程 (14)2.2 市场营销学的营销模式 (23)三、市场营销学的高阶知识 (26)3.1 市场营销学的主要学派 (26)3.2 市场营销学的专业概况 (28)一、市场营销学的初阶知识1.1 市场营销学的核心概念市场营销(Marketing)又称为市场学、市场行销或行销学。
简称“营销”，台湾常称作“行销”；是指个人或集体通过交易其创造的产品或价值。
1、需求(1)需要(Needs)指消费者生理及心理的需要，如人们为了生存，需要食物、衣服、房屋等生理需求及安全、归属感、尊重和自我实现等心理需求。
市场营销者不能创造这种需要，而只能适应它。
(2)需求(Demand)指有支付能力和愿意购买某种物品。
消费者的需要在有购买力作后盾时就变成为需求。
许多人想购买奥迪牌轿车，但只有具有支付能力的人才能购买。
因此，市场营销者不仅要了解有多少消费者需要其产品，还要了解他们是否有能力购买。
(3)欲求(Wants)指消费者深层次的需求。
不同背景下的消费者欲求不同，比如中国人需求食物则欲求大米饭，法国人需求食物则欲求面包，美国人需求食物则欲求汉堡包。
人的欲求受社会因素及机构因素，诸如职业、团体、家庭、教会等影响。
因而，欲求会随着社会条件的变化而变化。
市场营销者能够影响消费者的欲求，如建议消费者购买某种产品。
2、产品与价值(1)产品(Product)是指用来满足顾客需求和欲求的物体。
产品包括有形与无形的、可触摸与不可触摸的。
有形产品是为顾客提供服务的载体。
无形产品或服务是通过其他载体，诸如人、地、活动、组织和观念等来提供的。
当我们感到疲劳时，可以到音乐厅欣赏歌星唱歌(人)，可以到公园去游玩(地)，可以到室外散步(活动)，可以参加俱乐部活动(组织)，或者接受一种新的意识(观念)。
市 场 营 销 学 Marketing
甲:如何把鞋子卖给顾客(由内到外）乙：鞋子能为顾客带来什么价值(由外到内)具体方法：陈述鞋子为顾客带来的所有可能的价值（增高、按摩、时尚等),这种价值可以满足顾客的某种需求；有些需求连顾客自己也没意识到（如微波炉、手机、wａlｋman、汽车等)，但优秀的营销者要挖掘出这些需求，并提供产品和服务去满足需求,而不是只考虑如何卖。
这就是营销与推销的差异，也是营销的真谛!如果不经过专业的营销训练，你会——没有营销的思维：总是以自己为中心来进行推销营销是一座大厦系统性是高层和低层管理者最大的差异，也是专业人士和非专业人士最大的差异第１讲营销导论一、有关市场的种种定义1.日常生活的角度：进行商品交易的场所，如商店、菜场(如家具市场、电脑市场、菜市场、网络书店）2．经济学角度:从经济实质角度来看,市场是社会分工和商品生产的产物,是商品交换关系和供求关系的总和（如家电市场供需曲线)3.管理学角度：从交换活动的角度来看,市场是双方认定条件下的商品或劳务交换活动（如管理市场的价格、秩序等,如反倾销、3·15消费者维权日)4．营销学角度：Kotleｒ认为,市场是由一切具有特定欲望和需求并且愿意和能够以交换来满足这些需求的潜在顾客所组成的(如开发新市场、维系原有市场)关键词:需要、欲望、需求思考：“ 营销创造需要” 这种表述是否正确？三个类似的概念:1.需要（nｅeｄ）：Masｌｏw 需要层次论2.欲望（want ):满足需要的具体物3.需求(ｄemａnd ）:能力、意愿二、营销是什么营销(Markｅｔinｇ, ＭＫT)又叫“市场营销”、“市场学”，港台地区称为“行销”。
详见Koｔｌｅｒ和AMA的定义(Ｐ6)思考:营销定义的关键词?几种营销误区:误区一：营销是销售、促销或推销（Sales)误区二:营销是打广告（标王）误区三:营销就是降价（长虹)误区四：营销就是公关(公众、关键人)误区五：营销就是做CＩ（太阳神)误区六：营销就是做渠道(三株）NO！以上都是营销的一些策略,而不是本质!营销的本质是一种职能，更是一种哲学！营销职能说:营销职能的本质就是交换，通过为顾客生产并提供其所需的产品和服务,来满足企业的经营目标营销是一种职业（营销职业经理人、ＣMＯ），构成企业的一个部门（有些甚至只有销售部)营销部门的趋势是营销职能细化和分解,成立市场部、广告部、公关部、销售部、客户服务部等营销哲学说:营销哲学的本质是换位思考。
市场营销重点名词解释
第一章营销：创造和获取顾客价值1．市场营销marketing:定义为企业为从顾客处获得利益回报而为顾客创造价值并与之建立稳固关系的过程。
2．需要needs：人类的需要是一种感到缺乏的状态，包括对食品、服装、温暖和安全的基本生理需要，对归属和情感的社会需要，以及对知识和自我表达的个人需要。
这些需要并不是由市场营销者创造出来的，它们是人之所以为人的固有部分。
欲望wants：欲望是人类需要的表现形式，受到文化和个性的影响。
欲望由一个人的社会背景所决定，是明确表达的满足需要的指向物。
需求demands：在得到购买能力的支持时，欲望就转化为需求。
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。
3．市场营销近视症marketing myopia：销售人员常犯的错误是关注自己提供的特定产品甚于关注这些产品产生的利益和体验。
他们过于关注自己为现有欲望开发出来的产品，而忽略顾客需要的变化。
4．市场提供物market offering：即提供给市场以满足需要、欲望和需求的产品、服务或体验的集合。
5．交换exchange:是一种为从他人那里得到想要的物品而提供某些东西作为对价的行为。
6．市场market:是某种产品的实际购买者和潜在购买者的集合。
7．营销管理marketing manage:定义为选择目标市场并与之建立有价值的关系的艺术和科学。
8．生产观念production concept：认为消费者会青睐买得到的、价格低廉的产品。
所以，管理应该集中于提高生产和分销效率。
产品观念product concept：认为消费者会偏好那些具有最高质量、性能水平和富有创新特点的产品。
在奉行这种观念的企业中，市场营销战略往往集中于持续的产品改善。
推销观念selling concept：认为如果不采用大规模的促销努力，消费者不会购买足够多的产品。
它关注的是达成销售交易，而非建立长期的、有价值的客户关系。
市场营销观念marketing concept：认为实现组织目标的关键在于比竞争对手更好地了解目标顾客的需要和欲望，并使顾客感到满意。
市场营销学：47个市场营销基本概念
市场营销学：47个市场营销基本概念1、市场营销/ 行销（Marketing）：指用调查分析、预测、产品发展、订价、推广交易成实体配销技术来发掘、推广及满足社会各阶层人士对商品或劳务需求的一系列活动。
2、营销管理（Marketing Management）：是为了实现企业目标，创造、建立和保持与目标市场之间的互利交换和关系，而对设计方案的分析、计划、执行和控制。
3、竞争者：竞争者一般是指那些与本公司提供的产品或服务类似，并且有相似目标顾客和相似价格的企业。
4、STP营销：是企业营销战略的核心，即实行市场细分化（Segmenting）、目标化（Targeting）和定位（Positioning）。
5、市场（Market）：在营销者看来，卖主构成行业，买主则构成市场。
市场包含三个基本要素，即有某种需要的人，为满足这种需要的购买能力和购买欲望，用公司来表示就是：市场=人口+购买力+欲望。
6、市场细分（Segmenting）：就是指企业通过市场调查、根据顾客对产品不同的需要和欲望、不同的购买行为与购买习惯，指导某一产品的整体市场分割成需要不同的若干子市场的分类过程。
7、目标市场（Targeting Market）：目标市场是指企业经过比较、选择、决定作为服务对象的相应子市场。
8、市场定位（Positioning）：根据所选定的目标市场上的竞争对手现有产品所处的位置和企业自身的条件，从各方面为企业和产品创造一定的特色，塑造并树立一定的市场形象，以求在目标顾客心目中形成一种特殊的偏爱。
9、市场营销组合（Marketing Mix）：企业为了满足目标顾客群的需要而加以组合的可控制的度量。
10、产品（Product）：是指能提供给市场，用于满足人们某种欲望和需要的任何事物，包括卖场、服务、场所、组织、思想、竞争者等。
11、服务（Service）：用于出售或者是同产品连在一起进行出售的活动、利益或满足感。
12、整体产品=核心产品+有形产品+附加产品13、核心产品（Core Product）：是指消费者购买某种产品时所追求的利益，是顾客真正需要的东西。
市场营销学MARKETING.ppt
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o 产品价值：消费者对产品质量、商标、品牌、包装、 外观款式的满足程度。
o 人员价值：消费者对企业员工的经营思想、业务能力、 工作效率、经营作风、推销技巧和应变能力的评价。
市场观念（market concept）
推销观念（selling concept ）
产品观念（product concept）
生产观念（production concept ）
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4、新旧市场营销观念的比较
市场营销观念
出发点 中心
手段
结果
生产观念
旧
观
产品观念
念
推销观念
市场营销学 MARKETING
河南理工大学经管学院 范应仁
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第一章 市场营销导论
• 市场 • 市场营销 • 市场营销观念 • 顾客让渡价值理论 • 顾客满意与顾客忠诚 • 市场营销组合策略 • 企业市场发展战略
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一、市场
• 定义 • 交换关系 • 三要素 • 国外观点简介
然而，顾客满意未必产生顾客忠诚。
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例证：美国营销协会提供
美国贝思公司一次调查中发现： 对公司产品表示满意甚至十分满意的顾客中， 有65%—85%的人准备转向其它产品。
在汽车行业中，尽管有85%—95%的顾客对产 品满意，但只有30%—40%的有车族坦言愿意 再次购买同厂家产品。
市场营销学试题库marketing试题库1
Chapter 1 Marketing: Creating and Capturing Customer Value1) All of the following are accurate descriptions of modern marketing, EXCEPT which one?A) Marketing is the creation of value for customers.B) Marketing is managing profitable customer relationships.C) Selling and advertising are synonymous with marketing.D) Marketing involves satisfying customers' needs.E) Marketing is used by for-profit and not-for-profit organizations.Answer: CDiff: 2 Page Ref: 2 and 4Skill: Concept2) According to the opening scenario, the Tide marketing team is MOST concerned about which of the following?A) maintaining its brand shareB) fostering customers' emotional connections with their productC) advertising their product's benefitsD) comparing the effectiveness of their product to other brandsE) incorporating consumer-generated marketing in the marketing mixAnswer: B3) According to management guru Peter Drucker, "The aim of marketing is to________."A) create customer valueB) identify customer demandsC) make selling unnecessaryD) set realistic customer expectationsE) sell productsAnswer: CDiff: 2 Page Ref: 5Skill: Concept4) ________ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation and exchange.A) SellingB) AdvertisingC) BarteringD) MarketingE) NegotiatingAnswer: DDiff: 2 Page Ref: 5Skill: Concept5) Which steps of the five-step marketing process are about understanding customers,creating customer value, and building strong customer relationships?A) the first two onlyB) the first three onlyC) the first four onlyD) the last three onlyE) the last four onlyAnswer: CDiff: 2 Page Ref: 5AACSB: CommunicationSkill: Concept6) When marketers set low expectations for a market offering, the biggest risk they run is ________.A) disappointing loyal customersB) decreasing customer satisfactionC) failing to attract enough customersD) failing to understand their customers' needsE) incorrectly identifying a target marketAnswer: CDiff: 1 Page Ref: 7Skill: Concept7) ________ is the act of obtaining a desired object from someone by offering something in return.A) A value propositionB) ExchangeC) BriberyD) Value creationE) DonationAnswer: BDiff: 1 Page Ref: 7Skill: Concept8) A(n) ________ is the set of actual and potential buyers of a product.A) marketB) audienceC) groupD) segmentE) exchangeAnswer: ADiff: 1 Page Ref: 7Skill: Concept9) Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.A) exchangeB) marketingC) managementD) productionE) customer relationship managementAnswer: BDiff: 1 Page Ref: 7AACSB: CommunicationSkill: Concept10) Which of the following is the most likely result of a marketing strategy that attempts to serve all potential customers?A) All customers will be delighted.B) Customer-perceived value will increase.C) Customer evangelists will become unpaid salespersons for the service or product.D) Not all customers will be satisfied.E) The company will need to follow up with a demarketing campaign.Answer: DDiff: 3 Page Ref: 9AACSB: Analytic SkillsSkill: Concept11) When customers don't know what they want or don't even know what's possible, the most effective strategy is ________ marketing.A) customer-drivenB) customer-drivingC) societalD) productionE) productAnswer: BDiff: 2 Page Ref: 11Skill: Concept12) The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer ________.A) short-run costs and profitsB) short-run ethicsC) long-run welfareD) immediate healthE) value propositionsAnswer: CDiff: 2 Page Ref: 11AACSB: Ethical Reasoning13) Which concept holds that firms must strive to deliver value to customers in a way that maintains or improves the consumer's and society's well-being?A) marketingB) sellingC) productD) societal marketingE) equityAnswer: DDiff: 1 Page Ref: 11AACSB: Ethical ReasoningSkill: Concept15) The three areas of consideration that should be balanced in the societal marketing concept are consumer wants, society's interests, and ________.A) human welfareB) want satisfactionC) company profitsD) short-run wantsE) long-term needsAnswer: CDiff: 2 Page Ref: 11AACSB: Ethical ReasoningSkill: Concept15) The set of marketing tools a firm uses to implement its marketing strategy is called the ________.A) promotion mixB) product mixC) marketing mixD) TQME) marketing effortAnswer: CDiff: 2 Page Ref: 12Skill: ConceptObjective: 1-360) The final step in the marketing process is ________.A) capturing value from customersB) creating customer loyaltyC) creating customer lifetime valueD) understanding the marketplaceE) designing a customer-driven marketing strategyAnswer: ADiff: 1 Page Ref: 2116) Stew Leonard, the owner of a highly successful regional supermarket chain, reacts adversely to losing a single customer sale. He feels that this amounts to losing the entire stream of future purchases that a customer is likely to make if he or she remains in the area. Stew Leonard's concern is an illustration of which of the following?A) share of customerB) market shareC) profitabilityD) customer lifetime valueE) market share maintenanceAnswer: DDiff: 2 Page Ref: 22AACSB: Reflective ThinkingSkill: Concept17) Advertising Age, a magazine for advertising professionals, recently gave its Ad Agency of the Year award to ________.A) the consumerB) on-line marketersC) Frito-LayD) Coca-ColaE) YouTubeAnswer: ADiff: 3 Page Ref: 2018) Which of the following is an example of consumer-generated marketing?A) Toyota's presence in online communitiesB) Nike's Nike Plus running Web siteC) MasterCard's use of "Priceless" commercials shot by customersD) Neiman Marcus's InCircle Rewards program for its best customersE) The Lexus Covenant aimed at creating customer delightAnswer: CDiff: 2 Page Ref: 20Skill: Concept19) When an airline goes after a "share of travel" from its customers, it is attempting to increase ________.A) customer lifetime valueB) share of customerC) total customer spendingD) customer satisfactionE) customer ownershipAnswer: BDiff: 2 Page Ref: 22AACSB: Reflective ThinkingSkill: Concept20) Beyond simply retaining good customers, marketers want to constantly increase their "share of customer." What does this mean in marketing terms?A) Marketers want to increase their market share.B) Marketers want to increase the share they get of the customer's purchasing in their product categories.C) Marketers want to increase the profit margin with this target market.D) Marketers want to continuously increase their customers' levels of satisfaction.E) Marketers want to turn satisfied customers into delighted customers.Answer: BDiff: 3 Page Ref: 22Skill: Concept21) Customers can be classified into four relationship groups, according to their profitability and projected loyalty. Which type of customers have the highest profit potential and strong loyalty?A) barnaclesB) strangersC) butterfliesD) true friendsE) big fishAnswer: DDiff: 2 Page Ref: 24Skill: Concept22) Which of the following statements about the Internet is most accurate?A) Companies are cautiously using the Internet to build closer relationships with customers and marketing partners alike.B) After the dot-com meltdown of 2000, fewer consumers are buying products and/or services online.C) The Internet makes it easy for consumers to view, interact with, and create marketing content.D) Consumer e-commerce looks promising, but business-to-business e-commerce is declining.E) Web 2.0 involves a less balanced approach to online marketing than the original dot-com boom did.Answer: CDiff: 2 Page Ref: 26AACSB: Use of ITSkill: Concept23) Which of the following is currently the fastest-growing form of marketing?A) consumer-generated marketingB) online marketingC) mass media marketingD) social marketingE) word-of-mouth marketingAnswer: BDiff: 3 Page Ref: 26AACSB: Use of ITSkill: Concept24) Today almost every company, small and large, is affected in some way by which of the following?A) the societal marketing conceptB) not-for-profit marketingC) global competitionD) customer-generated marketingE) caring capitalismAnswer: CDiff: 2 Page Ref: 26Skill: Concept25) Governmental agencies are becoming more involved in marketing as the years pass. When a local government advertises keeping the area's streams and water supply cleaner, it is involved in ________.A) green marketingB) social marketing campaignsC) demarketingD) environmental marketingE) partnership marketingAnswer: BDiff: 2 Page Ref: 29Skill: Concept26) Fast Food, Inc. views marketing as the science and art of finding, retaining, and growing profitable customers by providing them with the food they want. Fast Food, Inc. practices societal marketing.Answer: FALSEDiff: 2 Page Ref: 11AACSB: Reflective ThinkingSkill: Application27) The societal marketing concept calls on marketers to balance consumer wants and desires, company profits, and society's interests.Answer: TRUEDiff: 2 Page Ref: 11AACSB: Ethical ReasoningSkill: Concept28) For most marketers, customer relationship management (CRM) is exclusively a matter of customer data management.Answer: FALSEDiff: 2 Page Ref: 13Skill: Concept29) The marketing mix includes production, price, promotion, and packaging; this is known as the four Ps of marketing.Answer: FALSEDiff: 2 Page Ref: 12Skill: Concept30) Customer-perceived value is defined as the customer's evaluation of the perceived difference between all the benefits and all the costs of a marketing offer relative to those of competing offers.Answer: TRUEDiff: 1 Page Ref: 13Skill: ConceptChapter 2 Company and Marketing Strategy:Partnering to Build Customer Relationships1) Which of the following involves adapting a firm to take advantage of opportunities in its constantly changing environment?A) long-range planningB) short-range planningC) media planningD) strategic planningE) annual planningAnswer: DDiff: 2 Page Ref: 38Skill: Concept2) When a firm develops and maintains a strategic fit between its goals and capabilities, it is performing ________.A) mission planningB) values planningC) strategic planningD) business-portfolio planningE) operations planningAnswer: CDiff: 1 Page Ref: 383) Which of the following is the first step in strategic planning?A) set objectives and goalsB) develop the business portfolioC) define the company missionD) plan marketing strategiesE) identify threats and weaknessesAnswer: CDiff: 1 Page Ref: 394) Which of the following is NOT a step in the strategic planning process?A) defining the company missionB) setting company objectives and goalsC) designing the business portfolioD) planning marketing and other functional strategiesE) evaluating all members of the value chainAnswer: EDiff: 2 Page Ref: 395) Which of the following provides an answer to these questions: What is our business? Who are our customers? What do our customers value? What should our business be?A) objectives and goalsB) a mission statementC) a business portfolioD) marketing and functional strategiesE) operational strategiesAnswer: BDiff: 2 Page Ref: 39AACSB: CommunicationSkill: Concept6) After management has identified the key businesses making up its company, whatis the next step in portfolio analysis?A) identifying businesses in which to investB) assessing the attractiveness of its SBUsC) deciding whether to harvest any businessesD) completing short-range planningE) identifying SBUsAnswer: BDiff: 2 Page Ref: 417) The best known product portfolio planning method was developed by ________.A) the Boston Consulting GroupB) Philip KotlerC) Harvard UniversityD) the SRI Consulting FirmE) James P. HessAnswer: ADiff: 2 Page Ref: 418) Most portfolio analysis methods evaluate SBUs on two dimensions, namely________ and ________.A) market share; strength of the SBU's positionB) market diversification; relative market shareC) market or industry attractiveness; strength of the SBU's positionD) market growth rates; profitsE) market penetration; market development9) In the Boston Consulting Group approach, ________ provides a measure of market attractiveness.A) relative market shareB) market developmentC) market penetrationD) market growth rateE) market segmentationAnswer: DDiff: 2 Page Ref: 41Skill: Concept10) In the Boston Consulting Group approach, ________ serves as a measure of company strength in the market.A) relative market shareB) market developmentC) market diversificationD) market growth rateE) market segmentationAnswer: ADiff: 2 Page Ref: 4111) Each department in a company that carries out value-creating activities can be thought of as a link in the company's ________.A) market developmentB) product developmentC) business portfolioD) value chainE) value delivery networkAnswer: DDiff: 1 Page Ref: 46Skill: ConceptObjective: 2-312) Jack Welch, CEO at General Electric, said that "Companies can't give job security, only ________ can."A) developmentB) growthC) good strategyD) customersE) efficiencyAnswer: DDiff: 3 Page Ref: 47Skill: ConceptObjective: 2-313) Multinationals like Honda Motor Co. and Wal-Mart stores have designed programs to work closely with their suppliers to help them reduce their costs and improve quality. This illustrates the importance of an efficient ________.A) business portfolioB) low-cost operatorC) product mixD) value delivery networkE) value chainAnswer: DDiff: 2 Page Ref: 47Skill: ConceptObjective: 2-314) Which of the following is the marketing logic by which a company hopes to achieve profitable customer relationships?A) priceB) a consistent product mixC) the value delivery networkD) marketing strategyE) differentiationAnswer: DDiff: 1 Page Ref: 48Skill: ConceptObjective: 2-415) Lucy Ortiz is preparing a PowerPoint presentation of the marketing process to show at a sales meeting. ________ should appear in the center of her diagram depicting marketing strategies and the marketing mix.A) Sales goalsB) Customer value and relationshipsC) Company objectivesD) Customer retention ratesE) CompetitorsAnswer: BDiff: 1 Page Ref: 49Skill: ConceptObjective: 2-416) Which of the four Ps describes the goods-and-services combination the company offers to the target market?A) priceB) promotionC) productD) placeE) packageAnswer: CDiff: 1 Page Ref: 51Skill: ConceptObjective: 2-517) In the four Ps of the marketing mix, design, packaging, services, and variety all fall under the category of ________.A) productB) priceC) promotionD) placeE) positionAnswer: ADiff: 2 Page Ref: 51Skill: ConceptObjective: 2-418) Today the four Ps are compared to the four Cs. Product and place are called________ and ________, respectively.A) convenience; customer solutionB) customer cost; convenienceC) communication; customer solutionD) customer solution; convenienceE) communication; convenienceAnswer: DDiff: 3 Page Ref: 52Skill: ConceptObjective: 2-419) In the marketing management functions, an SWOT analysis should ________ a marketing plan.A) precedeB) coincide withC) followD) evaluateE) take priority overAnswer: ADiff: 2 Page Ref: 54Skill: ConceptObjective: 2-520) In a basic SWOT analysis the "T" stands for ________.A) timingB) trustC) threatsD) tradeE) tangibleAnswer: CDiff: 1 Page Ref: 53Skill: ConceptObjective: 2-521) The ________ organizational system's main advantage is that the company is organized around the needs of specific market segments.A) market managementB) geographicC) product managementD) verticalE) functionalAnswer: ADiff: 2 Page Ref: 56Skill: ConceptObjective: 2-522) An increasingly large number of firms are changing their organizational focus from ________ to ________.A) product management; functional managementB) product management; geographic managementC) brand management; customer managementD) geographic management; functional managementE) global management; regional managementAnswer: CDiff: 2 Page Ref: 57Skill: ConceptObjective: 2-523) Evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained is called ________.A) marketing controlB) strategic controlC) operating controlD) developmental controlE) efficiencyAnswer: ADiff: 1 Page Ref: 57Skill: ConceptObjective: 2-524) The marketing control process entails the following steps in order: setting goals, ________, evaluating performance, and ________.A) evaluating goals; measuring performanceB) achieving goals; measuring performanceC) taking corrective action; measuring performanceD) measuring performance; taking corrective actionE) taking corrective action; following upAnswer: DDiff: 2 Page Ref: 57Skill: ConceptObjective: 2-525) Which of the following is NOT a step in the marketing control process?A) setting goalsB) measuring performanceC) taking corrective actionD) defining the missionE) evaluating the causes of gaps between expected and actual performance Answer: DDiff: 3 Page Ref: 57Skill: ConceptObjective: 2-526) Mission statements should be realistic and general in nature.Answer: FALSEDiff: 2 Page Ref: 39Skill: ConceptObjective: 2-127) ABC Fortunes has just developed a formal statement of its purpose. This firm has put together a mission statement.Answer: TRUEDiff: 1 Page Ref: 39Skill: ConceptObjective: 2-128) Mission statements should both emphasize the company's strengths in the marketplace and be motivating.Answer: TRUEDiff: 2 Page Ref: 39AACSB: CommunicationSkill: ConceptObjective: 2-129) At America Online, "we create customer connectivity, anytime, anywhere," is a product-oriented business definition.Answer: FALSEDiff: 3 Page Ref: 39AACSB: Reflective ThinkingSkill: ApplicationObjective: 2-130) "At Nike, we sell shoes" is a market-oriented business definition.Answer: FALSEDiff: 3 Page Ref: 40AACSB: Reflective ThinkingSkill: ApplicationObjective: 2-1Chapter 3 Analyzing the Marketing Environment1) You are directed to study the actors close to the company that affect its ability to serve its customers-departments within the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying?A) the macroenvironmentB) the microenvironmentC) the marketing environmentD) the demographic environmentE) the global environmentAnswer: BDiff: 1 Page Ref: 66Skill: ConceptObjective: 3-12) Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers?A) the marketing environmentB) the cultural environmentC) strategic planningD) target marketsE) the marketing mixAnswer: ADiff: 1 Page Ref: 66Skill: ConceptObjective: 3-13) You are directed to study the demographic, economic, natural, technological, political, and cultural factors that are larger societal forces affecting your company. What are you studying?A) the macroenvironmentB) the microenvironmentC) the external environmentD) the marketing mixE) the global environmentAnswer: ADiff: 1 Page Ref: 66Skill: ConceptObjective: 3-14) Which of the following is NOT a type of factor in a company's macroenvironment?A) demographicB) economicC) technologicalD) competitiveE) politicalAnswer: DDiff: 1 Page Ref: 66Skill: ConceptObjective: 3-15) All of the groups within a company are called the ________.A) cultureB) diversityC) internal environmentD) climateE) rangeAnswer: CDiff: 2 Page Ref: 67Skill: ConceptObjective: 3-16) Which type of market buys goods and services to produce public services or totransfer them to others who need them?A) governmentB) resellerC) wholesaleD) consumerE) retailAnswer: ADiff: 1 Page Ref: 69Skill: ConceptObjective: 3-17) Rachel Patino works for a wholesale company called Distributors Unlimited. She is responsible for buying and selling goods at a profit to small retailers. What is her market?A) businessB) resellerC) wholesaleD) consumerE) retailAnswer: BDiff: 1 Page Ref: 69Skill: ConceptObjective: 3-18) Your marketing department is currently researching the size, density, location, age, and occupations of your target market. Which environment is being researched?A) demographicB) psychographicC) economicD) geographicE) culturalAnswer: ADiff: 1 Page Ref: 70Skill: ConceptObjective: 3-29) The three largest generational groups in America are the baby boomers, Generation Xers, and ________.A) seniorsB) MillennialsC) teensD) tweensE) toddlersAnswer: BDiff: 1 Page Ref: 71AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-210) As a group, ________ are the most affluent Americans.A) baby boomersB) Generation XersC) the MillennialsD) echo boomersE) seniorsAnswer: ADiff: 2 Page Ref: 71AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-211) "Dreams don't retire" is the theme of a(n) ________ marketing campaign aimed at baby boomers.A) financial servicesB) anti-aging productsC) travel and entertainmentD) fitness productsE) technological productsAnswer: ADiff: 2 Page Ref: 73Skill: ConceptObjective: 3-212) In 1950, women made up under 40 percent of the workforce; now they make up ________ percent.A) 35B) 40C) 43D) 46E) 59Answer: EDiff: 3 Page Ref: 75AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-213) Which of the following is a trend that depicts the increasingly nontraditional nature of today's American family?A) working women making up a smaller percentage of the workforceB) the falling percentage of married couples with childrenC) dual-income families declining in numberD) stay-at-home dads declining in numberE) the declining reliance on convenience foods and servicesAnswer: BDiff: 2 Page Ref: 75AACSB: Multicultural and DiversitySkill: ConceptObjective: 3-214) Over the past two decades, the U.S. population has shifted most heavily toward the ________ states.A) MidwesternB) NorthernC) SunbeltD) SoutheasternE) NortheasternAnswer: CDiff: 2 Page Ref: 76Skill: ConceptObjective: 3-215) Which of the following geographical areas has NOT seen a recent population increase?A) micropolitan areasB) suburbsC) the WestD) the NortheastE) the SouthAnswer: DDiff: 3 Page Ref: 76Skill: ConceptObjective: 3-216) Which of the following American government agencies is charged with setting and enforcing pollution standards?A) the Environmental Protection Agency (EPA)B) the Federal Trade Commission (FTC)C) the Food and Drug Administration (FDA)D) the Consumer Product Safety CommissionE) the Federal Energy Regulatory CommissionAnswer: ADiff: 2 Page Ref: 81AACSB: Ethical ReasoningSkill: ConceptObjective: 3-317) Which of the following has encouraged marketers to pursue environmentally sustainable strategies?A) the EPAB) the black marketC) the green movementD) deregulationE) green interventionAnswer: CDiff: 2 Page Ref: 82AACSB: Ethical ReasoningSkill: ConceptObjective: 3-318) Which of the following is a result of regulations set up by the Food and Drug Administration and the Consumer Product Safety Commission?A) The time between new product ideas and their introduction to the market has decreased.B) Spending on research and development has decreased.C) Research costs for companies have grown.D) More companies have failed to meet safety standards.E) Companies are more focused on making practical, affordable versions of products. Answer: CDiff: 2 Page Ref: 83AACSB: Ethical ReasoningSkill: ConceptObjective: 3-319) Marketers should be aware of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society. This is most accurately described as the ________ environment.A) socio-legalB) culturalC) politicalD) legal-technologicalE) economicAnswer: CDiff: 1 Page Ref: 84AACSB: Ethical ReasoningSkill: ConceptObjective: 3-420) Even the most liberal advocates of free-market economies agree that the system works best with ________ regulation.A) privateB) maximumC) intermittentD) at least someE) noAnswer: DDiff: 2 Page Ref: 84AACSB: Ethical ReasoningSkill: ConceptObjective: 3-421) When the marketing manager Suzie Kwan discusses factors and forces outside marketing, such as political that affect marketing management's ability to build and maintain successful relationships with target customers, she is talking about the external marketing concept.Answer: FALSEDiff: 2 Page Ref: 66Skill: ApplicationObjective: 3-122) The microenvironment consists of larger societal forces that affect a company, such as demographic, economic, political, and cultural forces.Answer: FALSEDiff: 1 Page Ref: 66Skill: ConceptObjective: 3-123) The macroenvironment consists of the factors close to the company that affect its ability to serve its customers, such as suppliers, customer markets, competitors, and publics.Answer: FALSEDiff: 1 Page Ref: 66Skill: ConceptObjective: 3-124) Trudie Jones works for a distribution channel firm that helps several electronics companies find customers or make sales to them. Trudie works for a reseller. Answer: TRUEDiff: 3 Page Ref: 67AACSB: Reflective ThinkingSkill: ApplicationObjective: 3-1。
市场营销基本概念整理
第一章、marketing1、市场营销marketing概念：市场营销是企业为客户创造价值并建立一种稳定的客户关系以便获取相应的利益。
（市场营销是个人或组织通过创造并同他人或组织交换产品和价值以获得其所需所欲之物的一种社会活动过程。
）2、需要wants、欲望needs、需求demends：需要：指人类没有得到某些基本满足的感受状态。
欲望：是指人类想得到某些基本需要的具体满足物的愿望。
需求：指对于有能力购买并且愿意购买的某个具体产品的欲望。
3、marketing offering:提供给市场用来满足欲望和需求的产品、服务、信息和体验的综合体。
4、交换：通过提供某种物品（或劳务）作为回报，从他人那里取得自己所需要物品（或劳务）的行为。
5、市场(market):1、市场是商品交换的场所；2、市场是商品所有者全部交换关系的总和；3、市场是商品的需求。
市场营销研究中的市场是具有特定的需求和欲望，而且愿意并通过交换来满足这种需求和欲望的全部顾客。
（股可分为现实顾客和潜在顾客，潜在顾客：1、信息不足；等待（刺激、谈判）；3、有不能购买的问题。
）6、市场的种类：1、消费者市场；2、组织市场（包括：生产者市场、中间商市场、政府市场）。
7、市场观念：指在一定时期内占统治地位的组织营销活动的指导思想，即由于人们对市场状况这个客观环境的认识而产生的对于本企业营销活动的指导原则。
生产观念：即以生产为中心的企业经营指导思想，重点考虑“能生产什么”，把生产作为企业经营活动的中心。
（生产什么就买什么，不愁销路，市场销售提不到企业日程上来。
）产品观念：即企业以消费者会选择质量高的产品为前提，把企业营销活动的重点放在产品质量的提高上，艰辛制药企业提高产品质量，增加产品的功能便会顾客盈门。
销售观念：又称推销观念。
是以销售为中心的企业经营指导思想，重点考虑如何能卖出去，把销售作为企业经营活动的核心。
（生产什么买什么）市场营销观念：是以消费者需求为中心的企业经营指导思想，重点考虑消费者需要什么，把发现和满足消费者需要作为企业经营活动的核心。
MARKETING市场营销
顾客让渡价值
* 顾客价值
产品价值 服务价值 人员价值 形象价值
顾客成本 货币成本 时间成本 体力成本 精神成本
顾客让渡价值=顾客价值-顾客成本
：形象营销打造品牌价值 梅德赛斯-奔驰：形象营销打造品牌价值
市场营销管理
市场营销管理是人们规划并执行理念，对创意、 商品和劳务进行定价、促销和分销，籍此为满 足顾客需要和实现组织目标而产生交换行为的 过程。
买后行为
消费者购买決策过程分析的作用
更好了解消费者的思维方式和他们购物 方式与动机 寻找营销机会 了解消费者满意或不满意的原因 改进产品,服务,营销策略
Types of Buying Decision Behavior 购买决策行为的类型
参与程度高 品牌差别大 复杂的 购买行为 寻求平衡的 购买行为 参与程度低 寻求变化的 购买行为
-
竞争者的目标
盈利能力 市场占有率 现金流量 技术领先 服务领先
竞争者的策略
价格竞争 价值竞争 质量竞争 品种竞争 服务竞争 技术竞争 时间竞争 传播竞争 渠道竞争 人员素质竞争
消费者的类型
发烧型 先锋型 实用型 保守型 怀疑型
涡轮营销：以快速反应作为竞争工具
用技术竞争的公司会提供更新的产品， 但用时间来竞争的公司会提供更快的产 品 通过压缩循环时间或加快运行时间来提 高创新、生产、后勤和零售的速度，快 速响应顾客需求
市场分析
CHAPTER 2
一、宏观环境分析
人口统计环境 - 年龄结构 - 家庭结构 - 人口流动 - 受教育程度 - 民族构成
经济环境
- 人均收入与收入分配 - 消费者支出模式
自然环境
- 原材料 - 能源供应 - 环境污染 -政府对自然资源的管理
《市场营销学(第11版)》教材各章节主要名词英汉对照
《市场营销学（第11版）》教材各章节主要名词英汉对照Part 1: Defining Marketingand the Marketing Process P. 8 Chapter 1: Marketing: Creating and Capturing Customer Value P. 81.Marketing市场营销2.Needs需要3.Wants欲望4.Demands需求5.Marketing offering市场供给物6.Marketing myopia营销近视症7.Exchange交换8.Market市场9.Marketing management 营销管理10.Production concept 生产观念11.Product concept产品观念12.Selling concept销售观念13.Marketing concept市场营销观念14.Societal marketing concept社会营销观念15.Customer relationship management 客户关系管理16.Customer-perceived value顾客感知价值17.Customer satisfaction顾客满意18.Customer-generated marketing消费者自主营销19.Partner relationship management 合作伙伴关系营销20.Customer lifetime value顾客终身价值21.Share of customer顾客份额22.Customer equity顾客资产23.Internet互联网24.Globalization 国际化25.Marketing process营销过程Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships P. 3626.Strategic planning战略规划27.Mission statement企业使命28.Business portfolio业务组合29.Portfolio 投资组合，有价证券30.Portfolio analysis 投资组合分析31.Growth-share matrix 成长占有率矩阵32.Product/market expansion grid产品/市场扩展矩阵33.Market development市场开发34.Product development产品开发35.Diversification多元化36.Downsizing 精简37.Value chain价值链38.Value delivery network价值传递网络39.Marketing strategy营销战略40.Market segmentation市场细分41.Market targeting目标市场定位42.Positioning市场定位43.Differentiation 差异化44.Marketing mix营销组合45.SWOT analysis SWOT分析，态势分析发，优劣势分析法46.Marketing implementation营销执行47.Marketing control 营销控制48.Marketing audit营销审计49.Return on marketing investment （or marketing ROI）营销投资收益率Part 2: Understanding the Marketplace and Consumers P. 58 Chapter 3: Analyzing the Marketing Environment P. 5850.Marketing environment 市场环境51.Microenvironment微观环境52.Macroenviroment宏观环境53.Marketing intermediaries营销中间商54.Public公众55.Demography 人口统计56.Baby boomers婴儿潮世代57.Generation X X世代lennials（or Generation Y）千禧世代（Y世代）59.Economic environment经济环境60.Engel’s laws恩格尔法则61.Natural environment自然环境62.Technological environment技术环境63.Political environment政治环境64.Cultural environment文化环境Chapter 4: Managing Marketing Information to Gain Customer Insights P. 8265.Customer insights顾客洞察力66.Marketing information system （MIS）市场信息系统67.Internal database内部数据库68.Marketing intelligence营销情报69.Exploratory research探索性调研70.Descriptive research描述性调研71.Causal research因果性调研72.Secondary data二手数据mercial online database商业在线数据库74.Observational research观察式调研75.Ethnographic research民族志调研76.Survey research询问式调研77.Experimental research实验室调研78.Focus group interviewing 焦点小组访谈79.Online marketing research 在线营销调研80.Online focus group在线焦点小组81.Sample样本82.Customer relationship management （CRM）客户关系管理83.Questionnaire 调查问卷Chapter 5: Understanding Consumer and Business Buyer Behavior P. 10884.Culture文化85.Subculture亚文化86.Social class 社会阶层87.Group 团队88.Opinion leader 意见团队89.Online social networks 在线文化网络90.Lifestyle 生活方式91.Personality 个性92.Motive（Drive）动机（驱动力）93.Perception感知94.Learning学习95.Belief信念96.Attitude态度97.Cognitive dissonance 认知失调98.New product 新产品99.Adoption process 采用过程100.Business buyer behavior 产业购买者行为101.Derived demand 派生需求102.Straight rebuy 直接重购103.Modified rebuy 修订重购买104.New task 新任务105.Systems selling（or solutions selling）系统销售（解决方案营销）106.Buying center 采购中心107.Value analysis 价值分析Part 3: Designing a Customer-DrivenMarketing Strategy and Mix P. 138 Chapter 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers P. 138108.Market segmentation 市场细分109.Market targeting（targeting）目标市场选择110.Differentiation 差异化111.Positioning 市场定位112.Geographic segmentation 地理细分113.Demographic segmentation 人口细分114.Age and life-cycle segmentation 年龄和生命周期细分115.Gender segmentation 性别细分116.Income segmentation 收入细分117.Psychographic segmentation 心里细分118.Behavior segmentation 行为细分119.Occasion segmentation 时机细分120.Benefit segmentation 利益细分121.Customer loyalty 顾客忠诚度122.Intermarket segmentation 跨国市场细分123.Target market 目标市场124.Undifferentiated （mass）marketing 无差异营销（大众营销）125.Differentiated （segmented）marketing 差异化营销（细分营销）126.Concentrated （）marketing 集中营销（利基营销）127.Micromarketing 微观营销128.Local marketing 地区营销129.Individual marketing 个性化营销130.Production position 产品定位petitive advantage 竞争优势132.Value proposition 价值主张133.Positioning statement 定位陈述Chapter 7: Products, Services, and Brands: Building Customer Value P. 164134.Product 产品135.Service 服务136.Customer product 消费品137.Convenience product 便利品138.Shopping product 选购品139.Specialty product 特殊品140.Unsought product 非渴求品141.Industrial product 产业用品142.Social marketing 社会营销143.Product quality 产品质量144.Brand 品牌145.Packaging 包装146.Product line 产品线147.Product mix （or product portfolio）产品组合148.Brand equity 品牌资产149.Store brand （or private brand）中间商品牌（自有品牌）150.Co-branding 合作品牌151.Line extension 产品延伸线152.Brand extension 品牌延伸153.Service intangibility服务的无形性154.Service inseparability服务的不可分离性155.Service variability服务的易变性156.Service perishability服务的易逝性157.Service-profit chain服务利润链158.Internal marketing 内部营销159.Interactive marketing 互动营销Chapter 8: Developing New-Product and Managing the Life-Cycle P. 192 160.New-product development 新产品开发战略161.Idea generation 产生创意162.Idea screening 筛选创意163.Product concept 产品观念164.Concept testing 概念测试165.Marketing strategy development 营销战略开发166.Business analysis 商业分析167.Product development 产品开发168.Test marketing 试销mercialization 商业化170.Customer-centered new-product development 以顾客为中心的新产品开发171.Team-based new-product development 基于团队的新产品开发172.Product life cycle 产品生命周期173.Style 风格174.Fashion 时尚175.Fad 热潮176.Introduction stage 导入期177.Growth stage 成长期178.Maturity stage 成熟期179.Decline stage 衰退期Chapter 9: Pricing:Understanding and Capturing Customer Value P. 212 180.Price价格181.Value-based pricing 价值导向定价182.Good-value pricing 最优价值定价183.Value-added pricing 价值增值定价184.Cost-based pricing 成本导向定价185.Fixed costs 固定成本186.Valuable costs 变动成本187.Total costs 总成本188.Cost-plus pricing 成本加成定价189.Break-even pricing （target profit pricing）盈亏平衡定价（目标利润定价）190.Target costing 目标成本法191.Demand curve 需求曲线192.Price elasticity 价格弹性193.Market-skimming pricing 市场撇脂定价194.High-definition television （HDTV）高清电视195.Market-penetration pricing 市场渗透定价196.Optional-product pricing 附属产品定价197.By-product pricing 副产品定价198.Product bundle pricing 产品捆绑定价199.Discount 折扣200.Allowance 折让201.Segmentation pricing 细分定价202.Psychological pricing 心理定价203.Reference pricing 参考定价204.Promotional pricing 促销定价205.Geographical pricing 地理定价206.Dynamic pricing 动态定价Chapter 10: Marketing Channels: Delivering Customer Value P. 242 207.Value delivery network 价值传递网络208.Marketing channel （distribution channel）营销渠道（分销渠道）209.Channel level 渠道层级210.Direct marketing channel 直接营销渠道211.Channel conflict 渠道冲突212.Conventional distribution channel 传统分销渠道213.Vertical marketing system （VMS）垂直营销系统214.Corporate VMS公司VMS（垂直营销系统）215.Contractual VMS 合同式VMS （垂直营销系统）216.Franchise organization 特许经营组织217.Administered VMS 管理式VMS （垂直营销系统）218.Horizontal marketing system 水平营销系统219.Multichannel distribution system 多渠道分销系统220.Disintermediation 去中介化221.Marketing channel design 营销渠道设计222.Intensive distribution 密集分销223.Exclusive distribution 独家分销224.Selective distribution 选择性分销225.Marketing channel management 营销渠道管理226.Marketing logistics （physical distribution）营销物流（物流）227.Supply chain management 供应链管理228.Distribution center 分销中心229.Intermodal transportation 多式联运230.Integrated logistics management 整合物流管理231.Third-party logistics （3PL）provider 第三方物流供应商Chapter 11: Retailing and Wholesaling P. 262232.Retailing 零售233.Specialty store 专卖店234.Department store 百货商店235.Supermarket 超级市场236.Convenience store 便利店237.Superstore 超级商店238.Category killer 品类杀手239.Service retailer 服务零售店240.Discount store 折扣商店241.Off-price retailer 廉价零售店242.Independent off-price retailer 独立廉价零售商243.Factory outlet 工厂直营店244.Warehouse club 仓储俱乐部245.Chain store 连锁店246.Franchise 特许经营247.Shopping center 购物中心248.Wheel-of-retailing concept 零售轮转理论249.Wholesaling 批发250.Wholesaler 批发商251.Merchant wholesaler252.Broker253.Agent254.Manufacturer’s sales branches and offices 制造商的销售分发机构和办事处Chapter 12: Communicating Customer Value: Advertising and Public Relations P. 294255.Promotion mix （Marketing Communication Mix）营销组合（营销沟通组合）256.Advertising 广告257.Sales promotion 销售促进258.Personal selling 人员推销259.Public relations 公告关系260.Direct marketing 直复营销261.Integrated marketing communication （IMC）整合营销沟通262.Push strategy 推式战略263.Pull strategy 拉式战略264.Advertising objective 广告目标265.Advertising budget 广告预算266.Affordable method 量力而行法267.Percentage-of-sale method 销售百分比法petitive-parity method 竞争对等法269.Objective-and-task method 目标任务法270.Advertising strategy 广告战略271.Madison & Vine 麦迪逊大街和好莱坞藤街272.Creative concept 创意概念273.Execution style 创作文体274.Advertising media 广告媒体275.Return on advertising investment 广告投资收益率276.Advertising agency 广告代理商277.Public relation 公共关系Chapter 13: Personal Selling and Sales Promotion P. 324278.Personal selling 人员推销279.Salesperson 销售人员280.Sale force management 销售队伍管理281.Territorial sales force structure 地域型销售组织机构282.Product sales force structure 产品型销售组织机构283.Customer sales force structure 顾客型销售组织机构284.Outside sales force （or field sales force）外部销售队伍（现场销售队伍）285.Inside sales force 内部销售队伍286.Team selling 团队销售287.Sales quota 销售定额288.Selling process 销售过程289.Prospection 寻找线索290.Preapproach 事先调查291.Approach 接触访问292.Presentation 展示293.Handling objection 排除异议294.Closing 完成交易295.Follow-up 后续工作296.Sales promotion 销售促进297.Customer promotions 消费者销售促进298.Event marketing 事件营销299.Trade promotion 贸易销售促进300.Business promotions 商业销售促进Chapter 14: Direct and Online Marketing: Building Direct Customer Relationships P. 348301.Direct marketing 直复营销302.Customer database 顾客数据库303.Direct-mail marketing 直接邮寄营销304.Catalog marketing 目录营销305.Telephone marketing 电话营销306.Direct-response television marketing 电视直销307.Online marketing 在线营销308.Internet 互联网309.Click-only companies 点击企业（即在线交易公司）310.Click-and-mortar companies 虚实结合营销311.Business-to-customer （B2C）online marketing 企业对消费者的在线营销312.Business-to-business （B2B）online marketing企业对企业的在线营销313.Customer-to-customer （C2C）online marketing消费者对消费者的在线营销314.Customer-to-business （C2B）online marketing消费者对企业的在线营销315.Corporate （or brand）Web site 公司（品牌）网站316.Marketing Web site 营销网站317.Online advertising 在线广告318.Viral marketing 病毒营销319.Online social networks 在线社交啊网络320.Spam 垃圾邮件Part 4: Extending Marketing P. 372Chapter 15: The Global Marketplace P. 372321.Global marketplace 全球市场322.Global firm 跨国公司323.Economic community 经济共同体324.Americanization 美国化325.Exporting 出口326.Joint venturing 组建合资公司327.Licensing 许可经营328.Contract manufacturing 合同制造329.Management contracting 合同管理330.Joint ownership 合同所有331.Direct investment 直接投资332.Standardized global marketing 全球标准化营销333.Straight product extension 直接产品延伸334.Product adaptation 产品适应335.Product invention 产品创新munication adaptation 沟通适应337.Whole-channel view 整渠道视野Chapter 16: Sustainable Marketing: Social Responsibility and Ethics P. 394 338.Consumerism 消费者保护主义339.Environmentalism 环境保护主义340.Environmental sustainability 环境可持续发展341.Enlightened marketing 远见营销342.Consumer-oriented marketing 消费者导向营销343.Customer-value marketing 顾客价值营销344.Innovative marketing 创新营销345.Sense-o-mission marketing 使命感营销346.Societal marketing 社会营销347.Deficient product是不完善的产品348.Pleasing products 令人愉快的产品349.Salutary products 有益的产品。
市场营销学 Marketing 第7章 市场细分,目标市场选择和定位 2019
• 购买者的议价能力如何？如果购买者的议价 能力强，就会试图压力价格，提出苛刻的服 务和质量要求，引起卖者之间的竞争，这会 降低卖方的盈利性。
3.公司的目标和资源 • 一些细分市场也许有吸引力，但与公司的长期
发展目标不符合，或公司缺乏取得成功的技能 和资源而被舍弃。
大规模定制是这样一个过程：公司与大量的顾 客进行一对一的相互交流，根据个人需要量身 定制地设计并提供产品和服务。
三、定位
• 定位（positioning）：是指市场供应品在目 标顾客的心目中占有一个清晰、独特和理 想法 1.第一定位法。 2.空档定位法。 3.集团定位法。
细分市场3
放弃！
放弃！
集中性市场营销策略图
该策略的优点：
适用于小企业。能够使小企业有限的资 源用于某个细分市场上，获取与大企业相抗 衡的竞争优势。
缺点：潜在的市场风险大。
4.微观营销(micromarketing)
微观营销是指为适合特定个人和特定地区的偏 好而调整产品和营销策略。
微观营销包括当地营销和个人营销。
细分市场1
选定为目标市 场，营销组合1 （4Ps）
细分市场2
细分市场4
细分市场3
选定为目标市 场，营销组合2
（ 4Ps ）
放弃！
放弃！
差异性市场营销策略图
优点： （1）产品多样化，满足差异化需求。 （2）分散市场风险，提高市场占有率。 (3)提升产品在顾客心目中的形象。
缺点：成本高。
3.集中性市场营销策略
后来，王老吉定位于“饮料”，而且是“防上 火的饮料”，——广告语是“怕上火，喝王老 吉”，怕上火的人群就大了，这样，“王老吉” 就走向了全中国。
市场营销学(复习思考题及参考答案)
市场营销学复习思考题参考答案第一章市场学概述1、市场营销学的基本概念。
（1）Marketing：被人译为“市场营销”、“市场学”、“市场营销学”。
市场与市场学不同。
（P1）（2）市场营销：科特勒认为：市场营销是个人或群体通过创造，提供并同他人交换有价值的产品，以满足各自的需要和欲望的一种社会活动和管理过程。
市场营销的概念可以分别从宏观与微观两个角度去认识。
（3）宏观市场营销：是以整个社会经济系统为出发点和基础来研究市场营销，重点在于产品和服务如何能最为经济地从生产领域进入消费领域，使供求达到平衡和资源合理分配。
（4）微观市场营销：是以个别企业为出发点和基础，重点是企业如何有效利用资源，生产出产品和服务，并通过市场活动，实现同消费者的交换和企业的经济利益。
（P2）有的营销专家把它归纳为6R模式(6个适当)：Right Time\ Right Place\ Right Price\ Right Pattern\ Right Product\ Right Customer 。
2、市场营销学形成和发展经历了哪些阶段？20世纪初，商品经济有了高度发展，市场营销学从美国经济学中分离出来，逐渐成为一门独立的学科，它经历了初创时期、应用时期、变革时期、发展时期四个阶段。
（1）初创时期：（20世纪初到20年代末）在大学课堂上开始讲授市场营销学.这一时期的特点是：研究对象不完整，着重推销和广告；研究活动局限在大学课堂上。
（2）应用时期：（20---40年代末）1929---1933年经济危机，企业为了生存，开始研究市场营销学。
这一时期的特点是研究市场营销职能.（3）变革时期：（50---70年代初）二次大战以后，市场由卖方市场转向买方市场；西方国家实行“三高政策”，消费者的需求发生了很大变化。
市场营销也发生了几个显著变化.（4）发展时期：（70年代至今）这一时期，强调了市场营销学应该着重企业战略和决策问题，提出了以社会为中心的市场营销，针对贸易保护主义提出了大市场营销等理论；还把基础市场营销学理论应用到特定市场营销活动中。
(完整版)《市场营销学》课程教学大纲
《市场营销学》课程教学大纲一、课程基本信息课程名称：市场营销学课程英文名：Marketing适用专业：管理类专业课程性质：专业必修课二、教学目的及要求市场营销学是在西方发达国家诞生并发展起来的一门新兴学科，是现代企业经营管理经验的总结。
随着我国社会主义市场经济体制的逐步建立与完善，研究和掌握市场营销理论并加以运用，已不仅仅是工商企业和经济部门的事，而且包括文化、教育、卫生、科技在内的各行各业都在探讨如何针对目标市场的需要，组织好本单位的工作。
因此，通过《市场营销学》的教学，目的是使学生比较系统地、全面地、客观地了解和掌握市场营销学的基本理论，吸收和借鉴当今国内外市场营销理论的新观点、新方法，对市场营销学的内容有一个比较全面的认识，以适应社会发展和本人发展的需要。
教学要求：重点突出，通俗易懂，注重适用性、实用性。
四、教学环节1、课堂授课：以教学大纲为依据，以文字教材为基础，结合中外企业的典型案例，主要讲述本课程的重点、难点、疑点，帮助学生了解和掌握本课程的知识点。
2、研究讨论：理论联系实际，提倡研究型学习，积极组织开展形式多样的课堂讨论，培养学生思考问题、分析问题、解决问题的能力。
3、案例分析与作业训练：根据课程要求，组织学生设计和分析企业案例，并通过作业训练，深化对教学内容的理解和掌握。
4、自我阅读：自我阅读是学生系统掌握学科知识、扩大理论应用能力的重要方式，在各个教学环节中都应注意培养与提高学生的阅读理解能力。
5、考核：考核是检查教与教学效果的重要形式，是教学环节不可缺少的组成部分，是保证教学质量、培养合格人才的重要手段，必须予以高度重视。
总成绩＝平时成绩（20％）+考试成绩（80％）。
五、教学内容第一章市场营销导论学习目的和要求：1.熟悉市场营销及其相关概念，明确市场营销职能，掌握市场营销的任务；2.了解市场营销学的产生和发展，掌握市场营销学的内容体系和研究方法，理解市场营销的重要意义；3.正确认识市场营销观念的变化过程。
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市场营销学（Marketing）
三、教学内容（见后）
四、教材及参考书目
教材：
⏹蒋国萍等编著《市场营销学》，电子科技大学出版社，2003，3
参考书目：
⏹菲利普·科特勒著《营销学导论》第四版
⏹苏亚民主编《现代营销学》第四版
第六章产品组合与新产品开发
学习目标
1．能表述产品的定义及其分类；
2．熟悉产品经济生命周期的几个阶段；
3．理解新产品开发策略和产品组合；
4．了解新产品的采用和扩散。
第一节产品与产品分类
－、产品整体概念
产品是指能提供给市场，用于满足人们某种欲望和需要的任何事物，包括实物、服务、场所、组织、思想、主意等。
产品整体概念包含核心产品、有形产品和附加产品三个层次。
产品整体概念
（一）核心产品，是指消费者购买某种产品时所追求的利益,是顾客真正要买的东西，因而在产品整体概念中也是最基本、最主要的部分。
（二）有形产品，是指核心产品借以实现的形式，即向市场提供的实体和服务的形象。
（三）附加产品，是指顾客购买有形产品时所获得的全部附加服务和利益，包括提供信贷、免费送货、担保、安装、售后服务等。