国际市场营销(1)

Exam review

U1

Marketing concept: 1. Customer orientation

2.Integrated effort Providing customer satisfaction

3.Goal achievement

Customer value = perceived benefits - perceived sacrifice

客户价值= 感知利益- 感知付出

Three characteristics underlie the model: ‘must be’, ‘more is better’ and ‘delighters’

Four forms of customer value: 1.Price value(low price)

2.P erformance value(latest features)

3.E motional value(social status)

4.R elational value

U2

The marketing environment Figure 2.1

Macroenvironment 宏观: 1. Economic

2.Social

Corporate social responsibility and marketing ethics 企业社会责任（CRS）

The consumer movement 消费者维权运动

3.Technological

4.Physical

5.Political/Legal

Microenvironment 微观: 1.Suppliers 2.Customers 3.Distributes petitors Environmental scanning环境评析P49

U3

Who buys? Five roles in the buying decision-making process

1.Initiator: who begins the process of considering a purchase

2.Influencer: who attempts to persuade other in the group concerning the outcome of the decision

3.Decider: the individual with the power and financial authority to make the ultimate choice regarding which product to buy

4.Buyer: who conducts the transaction

er: the actual consumer/user of the product

Figure 3.3 Buying decision processes: consumer vs

organizational

Evaluation of alternatives and the purchase 1. Self-image

2. Perceived risk (Usually increases with the price of the purchase)

3. Social factors (Their choice affects their standing among their peers)

4. Hedonistic influences (Holiday)

Reference groups

A group of people that influences an individual ’s attitude or behaviour is called a reference group

1. Membership

2. Aspirational

3. Avoidance U4

Qualitative research 定性调查 Quantitative research 定量研究 U5

Market segmentation, differentiation, targeting and positioning 市场细分、差异性、目标市场选择与定位

Figure 5.2 Segmenting consumer markets

Behavioural : Benefits sought Purchase occasion Purchase behaviour Usage

Perceptions and beliefs

Consumer segmentation Psychographic: Lifestyle

Personality

Profile : Demographic Social-economic

Geographic

Criteria for successful segmentation

1.Effective

2.Measurable

3.Accessible

4.Actionable

5.Profitable

Figure 5.5 Keys to successful positioning

1.Clarity 明确

2.Consistency 持续

3.Credibility 信誉

petitiveness 竞争

U6

Figure 6.2 The three levels of product

Core benefits - Actual product - Augmented product

1.Features 1.Installation

2.Styling 2.Guarantees

3.Quality 3.Delivery

4.Packaging 4.Additional services

5.Brand values

Branding品牌化

The benefits of brands to organizations

pany value

2.Consumer preference and loyalty

3.Barrier to competition

4.High profits

5.Base for brand extensions

The benefits of brands to consumers

municates features and benefits

2.Reduces the risk in purchasing

3.Simplifies the purchase decision

4.Symbolic value