市场营销原理.doc

1、What is Marketing?p5Marketing is a process, by which individuals and groups ,obtain what they need and want ,through creating and exchanging products and value with others.或者the delivery of customer satisfaction at a profit.2、Core Marketing Concepts .营销的核心概念p5Needs, wants, and demands；Products and services；Value, satisfaction, and quality；Exchange, transactions, and relationships；Markets.3、What are Consumers Needs, Wants and Demands?p6Needs - state of felt deprivation for basic items such as food and clothing and complex needs such as for belonging. i.e. I am hungry.Wants - form that a human need takes as shaped by culture and individual personality. i.e. I want a hamburger, French fries, and a soft drink.Demands - human wants backed by buying power. i.e. I have money to buy this meal.4、What is Strategic planning?什么是战略规划p37Strategic planning is the process of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunities.5、What is Marketing process ?（p5上有相关内容，了解下）obtain Target Consumers、Product、Price、Promotion Place、Marketing Analysis、Marketing Control、Marketing Implementation、Marketing Planning、Marketing Intermediaries、Suppliers、Competitors、Publics.6、What is Marketing Environment?p64Consists of the actors and forces outside marketing that affect marketing managements ability to develop and maintain successful relationships with its target customers.7、What is Microenvironment? What is Macroenvironment? p65Microenvironment Consists of the actors close to the company that affect its ability to serve its customers-the company, suppliers, marketing intermediaries, customer markets, competitions, and public.Macroenvironment consists of the larger societal forces that affect the microenvironment-demographic, economic, natural, technological, political, and cultural forces.8、What is a Marketing Information System (MIS)?p100A MIS consists of people, equipment, and procedures to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers.9、What is Marketing Research ?p105Marketing Research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.10、What is Consumer Buyer Behavior?p136The buying behavior of final consumers -individuals and households who buy goods and services for personal consumption.11、 What is consumer market?p136All the individuals and households who buy or acquire goods and services for personal consumption.12、What are the Factors Influencing Consumer Behavior ?（幻灯片上)1 Cultural: Culture、Sub-culture、Social class2 Social：Reference groups、Family、Roles and status3 Personal：Age and life-cycle、Occupation、Economic situation、Lifestyle、Personality and self-concept4 Psycho-logical：Motivation、Perception、Learning、 Beliefs and attitudes5 Buyer 13、What is a Business Market?（幻灯片上）A business market comprises all the organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others.14、What is business buyer behavior?p171The buying behavior of the organizations that buy goods and services for use in the production of other production and services or for the purpose of reselling or renting them to other at a profit. 15、What is Market Segmentation?p195Dividing a market into smaller groups of buyers distinct needs, characteristics, or behavior who might require separate products or marketing mixes.16、What is Target marketing?p195The process of evaluating each market segments attractiveness and selecting one or more segments to enter.17、What is market Positioning?p195Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.18、Demographic segmentationDividing the market into groups based on demographic variables such as age, sex, family size, family life cycle, income, occupation, education, religion, race, and nationality.19、What is a product? What is a service? p232-233(两者的区别)Product-Anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.For example: physical objects servies events persons placesService-A form of product that consist of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.Examples include: Banking Hotels Tax Preparation Home Repair Services20、What is Branding Strategy?（幻灯片上）(1)Line Extension: Existing brand names extended to new forms, sizes, and flavors of an existing product category.(2)Brand Extension: Existing brand names extended to new or modified product categories.(3)Multibrands: New brand names introduced in the same product category.(4)New Brands: New brand names in new product categories.20、What is brand?p243A name, term, sign, symbol, or design, or a combination of these intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.21、What is packaging?p244The Activities of designing and producing the container or wrapper for a product.22、What is New Product development?p274The development of original products, product modifications, and new brands through the firms own R&D efforts.23、What is Product Life-Cycle Strategies？p290The course of a products sales and profits over its lifetime. It involves five distinct stages: product development, introduction, growth, maturity, and decline. 24、 What is price and the Factors affecting price decisions ?p307（还有的在幻灯片上）Price is the sum of all the values that consumers exchange for the benefits of having or using the product or service.the Factors affecting price decisions:(1)Internal Factors: Marketing Objectives、Marketing Mix Strategy、Costs、Organizational considerations（2）External Factors：Nature of the market and demand、Competition、Other environmental factors (economy, resellers, government) 25、What is Skimming pricing, Market Penetration pricing?p333（1） Skimming pricing：Setting a high price for a new product to skim maximum revenues layer by layer from the segments willing to pay the high price; the company makes fewer but more profitable sales.（2） Market Penetration pricing: Setting a low price for a new product in order to attract a large number of buyers and a large market share.26、What is New Product Pricing Strategies?（幻灯片上）(1)Market Skimming: Setting a High Price for a New Product to “Skim” Maximum Revenues from the Target Market.Results in Fewer, But More Profitable Sales. Use under These Conditions: Products Quality and Image Must Support Its Higher Price. Costs cant be so high that they cancel the Advantage of Charging More.Competitors shouldnt be Able to Enter Market Easily and Undercut the High Price.(2)Market Penetration: Setting a Low Price for a New Product in Order to “Penetrate” the Market Quickly and Deeply. Attract a Large Number of Buyers and Win a Larger Market Share. Use under These Conditions:Market must be Highly Price-Sensitive so a Low Price Produces More Market Growth. Production/ Distribution Costs Must Fall as Sales Volume Increases. Must Keep out Competition & Maintain Its Low Price Position or Benefits May Only be Temporary.1What is Marketing?The delivery of customer satisfaction at a profit.2Core Marketing Concepts .Needs, wants, and demands；Products and services；Value, satisfaction, and quality；Exchange, transactions, and relationships；Markets.3What are Consumers Needs, Wants and Demands?Needs - state of felt deprivation for basic items such as food and clothing and complex needs such as for belonging. i.e. I am hungry.Wants - form that a human need takes as shaped by culture and individual personality. i.e. I want a hamburger, French fries, and a soft drink.Demands - human wants backed by buying power. i.e. I have money to buy this meal.4What is Strategic planning?Strategic planning is the process of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunities.5What is Marketing process ?obtain Target Consumers、Product、Price、Promotion Place、Marketing Analysis、Marketing Control、Marketing Implementation、Marketing Planning、Marketing Intermediaries、Suppliers、Competitors、Publics.6What is Marketing Environment?Consists of the actors and forces outside marketing that affect marketing managements ability to develop and maintain successful relationships with its target customers.7What is Microenvironment? What is Macroenvironment? Microenvironment Consists of the actors close to the company that affect its ability to serve its customers-the company, suppliers, marketing intermediaries, customer markets, competitions, and public.Macroenvironment consists of the larger societal forces that affect the microenvironment-demographic, economic, natural, technological, political, and cultural forces.8What is a Marketing Information System ？A MIS consists of people, equipment, and procedures to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers.9What is Marketing Research ?Marketing Research is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.10What is Consumer Buyer Behavior?The buying behavior of final consumers -individuals and households who buy goods and services for personal consumption.11What is consumer market?All the individuals and households who buy or acquire goods and services for personal consumption.12What are the Factors Influencing Consumer Behavior ?1Cultural: Culture、Sub-culture、Social class2Social：Reference groups、Family、Roles and status3Personal：Age and life-cycle、Occupation、Economic situation、Lifestyle、Personality and self-concept 4Psycho-logical：Motivation、Perception、Learning、 Beliefs and attitudes5Buyer 13What is a Business Market?A business market comprises all the organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others.14What is business buyer behavior?The buying behavior of the organizations that buy goods and services for use in the production of other production and services or for the purpose of reselling or renting them to other at a profit. 15What is Market Segmentation?Dividing a market into smaller groups of buyers distinct needs, characteristics, or behavior who might require separate products or marketing mixes.16What is Target marketing?The process of evaluating each market segments attractiveness and selecting one or more segments to enter.17What is market Positioning?Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.18Demographic segmentationDividing the market into groups based on demographic variables such as age, sex, family size, family life cycle, income, occupation, education, religion, race, and nationality.19What is a product? What is a service? Product-Anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.For example: physical objects servies events persons placesService-A form of product that consist of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.Examples include: Banking Hotels Tax Preparation Home Repair Services20What is Branding Strategy?(1)Line Extension: Existing brand names extended to new forms, sizes, and flavors of an existing product category.(2)Brand Extension: Existing brand names extended to new or modified product categories.(3)Multibrands: New brand names introduced in the same product category.(4)New Brands: New brand names in new product categories.21What is brand?A name, term, sign, symbol, or design, or a combination of these intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.22What is packaging?The Activities of designing and producing the container or wrapper for a product.23What is New Product development?The development of original products, product modifications, and new brands through the firms own R&D efforts.24What is Product Life-Cycle Strategies？The course of a products sales and profits over its lifetime. It involves five distinct stages: product development, introduction, growth, maturity, and decline. 25What is price and the Factors affecting price decisions ?Price is the sum of all the values that consumers exchange for the benefits of having or using the product or service.the Factors affecting price decisions:(1)Internal Factors: Marketing Objectives、Marketing Mix Strate