全英市场营销复习整理

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1、Ch11.DefinitionofMarketing：2.MarketNeeds：WantsDemands：Needs-stateoffeltdeprivationforbasicitemssuchasfoodandclothingandcomplexneedssuchasforbelonging・i.e.IamthirstyWants-formthatahumanneedtakesasshapedbycultureandindividualpersonality,i.e.IwantaCoca-Cola・Demands-humanwantsbackedby

2、buyingpower,i.e.IhavemoneytobuyaCoca-Cola・CustomerValue：CustomerValue-benefitthatthecustomergainsfromowningandusingaproductcomparedtothecostofobtainingtheproduct.CustomerSatisfaction:CustomerSatisfaction-dependsontheproduct'sperceivedperformanceindeliveringvaluerelativetoabuyer'se

3、xpectations・LinkedtoQualityandTotalQualityManagement(TQM)3.MarketingPhilosophies•ProductionConcept•ProductConcept•SellingConcept•MarketingConceptSocietalMarketingConceptMarketingPhilosophies(1)ProductionConceptAssumesconsumerswantproductsthatareavailable,highlyaffordableandlowpric

4、es・(2)ProductConcept(3)SellingConceptAssumesconsumerswillnotbuyenoughproductunlessthereisastrongsalesandpromotionaleffort.⑷TheMarketingConceptAssumesthatachievingtheorganization^goalsdependsondeterminingandsatisfyingconsumers4.Themarketingconceptrestsonfourpillars:•targetmarket•cu

5、stomerneeds•integratedmarketing•profitabilityA.TargetMarketToonecompany,it'sveryimportanttoidentifyanddefinetheitstargetmarket・Nocompanycanoperatesuccessfullyineverymarketbecausenoproductisforeverybody,regardlessofwhatthecompanysays・Norcanthefirmalwaysdoagoodjobwithinonebroadmarke

6、t・Companiesdobestwhentheydefinetheirtargetmarketsandimplementatailoredmarketingprogram.B.CustomerNeedsAcompanycandefineitstargetbutfailtocoirectlyunderstandthecustomers^needs.Understandingcustomerneedsandwantsisnotalwayssimple.Somecustomershaveneedsofwhichtheyarenotfullyconscious・

7、Theycan'tusethecorrectivewordstodescribewhattheywant.Maybethecustomerscouldnotknowthetrendofeconomydevelopment.FivetypesofneedStatedneeds(thecustomerwanttobuyinexpensivecar)Realneeds(thecustomerwanttobuyonecarwhoseoperatingcost,notitsinitialprice,islow)Unstatedneeds(thecustomerwan

8、tstogetgoodserviceformthedealer)D