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1、COB205營銷學期末複習資料page29of29目錄1.第一章2關鍵詞2章節概要2複習題32.第二章5關鍵詞5章節概要5複習題53.第三章7關鍵詞7章節概要7複習題84.第五章11關鍵詞11章節概要11複習題125.第九章14關鍵詞14章節概要14複習題156.第十一章17關鍵詞17章節概要17複習題187.第十二章21關鍵詞21章節概要21複習題228.第十三章25關鍵詞25章節概要25複習題26CASESTUDY:28Page29of29COB205營銷學期末複習資料page29of291.第一章關鍵詞Needandwant(p.12)Market
2、(p.12)Marketing(p.9)Customervalue(p.15)4Ps/controllablemarketingmixfactors(p.13)Marketingprogram(p.16)Productionera/salesera/marketingconceptera/marketorientationera（p.20）Formutility/timeutility/placeutility/possessionutility(p.22)章節概要1.Marketingistheprocessofplanningandexecuting
3、theconception,pricing,promotion,anddistributionofgoods,services,andideastocreateexchangesthatsatisfyindividualandorganizationalobjectives.Thisdefinitionrelatestotwoprimarygoalsofmarketing:discoveringtheneedsofconsumersandsatisfyingthem. 2.Becauseanorganizationdoesn'thavetheresour
4、cestosatisfytheneedsofallconsumers,itselectsatargetmarketofpotentialcustomers-asubsetoftheentiremarket-onwhichtofocusitsmarketingprogram. 3.Fourelementsinamarketingprogramdesignedtosatisfycustomerneedsareproduct,price,promotion,andplace.Theseelementsarecalledthe marketingmix, the
5、 fourPs, orthe controllablevariables becausetheyareunderthegeneralcontrolofthemarketingdepartment. 4.Environmentalfactors,alsocalled uncontrollablevariables, arelargelybeyondtheorganization'scontrol.Theseincludesocial,technological,economic,competitive,andregulatoryforces. 5.Buil
6、dingoncustomervalueandrelationshipmarketingconcepts,successfulfirmsdevelopmutuallybeneficiallong-termrelationshipswiththeircustomers. 6.Inmarketingterms,businesshistoryisdividedintofourperiods:theproductionera,thesalesera,themarketingconceptera,andthecurrentmarketorientationera.6
7、.7.Marketingmanagersmustbalanceconsumer,organizational,andsocietalinterests.Thisinvolvesissuesofethicsandsocialresponsibility. 8.Profit-makingandnonprofitorganizationsperformmarketingactivities.Theymarketgoods,services,andideasthatbenefitconsumers,organizations,andcountries.Marke
8、tingcreatesutilitiesthatgivebenefits,orc
