市场营销双语 科特勒 亚洲版 期末总结_超详细版.docx

Chapter 1Marketing: managing profitable customer relationships营销：管理有价值的顾客关系 What is marketing?n A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. n 广义上，营销是通过创造和交换产品及价值，从而使个人或群体满足欲望和需要的社会和管理过程。 n 狭义上，营销是指和顾客建立有利可图、充满价值的交换关系。 n 总之，营销就是企业为了从顾客身上获得利益回报、创造顾客价值和建立牢固顾客关系的过程。 营销过程的五个步骤1. Understand the marketplace and customer needs and wants了解市场及顾客需求和欲望2. Design a customer-driven marketing strategy设计顾客驱动的营销战略3. Construct a marketing program that delivers superior value构建传递卓越价值的营销方案4. Build profitable relationships and create customer delight建立有利可图的关系，并使顾客满意5. Capture value from customers to create profits and customer quality从顾客身上收获价值，从而创造利润和顾客资产顾客驱动下的营销战略l Selecting customers to serve 选择服务对象 What customers will we serve? Marketers select customers that can be served profitably 通过把市场划分为不同的顾客和选择它将要针对的那部分顾客来实现。营销管理者必须决定目标顾客是谁，以及他们的需求水平、需求时间和性质l Choosing a value proposition选择价值方案 How can we serve these customers best? Includes the set of benefits or values a company promises to deliver to consumers to satisfy their needs 公司承诺传递给顾客用来满足顾客需求的价值和利益的组合Understanding the Marketplacen Needs, wants, and demandsn Marketing offers: including products, services and experiencesn Value and satisfaction n Exchange, transactions and relationshipsn MarketsDefinition should distinguish: Need, Want and Demandn Need: A state of felt deprivation.n Want: The form taken by a human need as shaped by culture and individual personality.n Demand: Human wants that are backed by buying power, or wants backed by ability and willingness to buy. 需要、欲望和需求n 需要：人们感到缺乏的一种状态。 n 欲望：是由需要派生出的一种形式，它受社会文化和人们个性的限制。 n 需求：具有支付能力的欲望就是需求，人们依据他们的欲望和支付能力来选择并购买能最大限度满足其欲望的产品。 Marketing offern Combination of products, services, information or experiences that satisfy a need or want. n Offer may include services, activities, people, places, information or ideas.营销供给物产品、服务和体验n 营销供给物是提供给某个市场来满足某种需要和欲望的产品、服务、信息和体验的组合。更广义上，还包括人员、地点、组织、信息和思想等。 n 如果过多地注重实物产品本身，而忽视产品所提供的利益，往往会导致错误，犯上“营销近视症”。 Customer value and satisfactionn Customer value: the customers evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers.n Customer satisfaction: the extent to which a products perceived performance matches a buyers expectations.顾客价值和顾客满意n 顾客感知价值是指与其他竞争产品相比，顾客对拥有或使用某种产品的总利益和总成本进行衡量后的差额价值。 n 顾客满意取决于产品的感知使用效果，如果产品的感知使用效果低于顾客的期望，他们就不满意；如果产品的感知使用效果与顾客的期望一致，他们就满意；如果产品的感知使用效果高于顾客期望，他们会高度满意或非常高兴。 Exchange and relationshipn Exchange: the act of obtaining a desired object from someone by offering something in return.n One exchange is not the goal, relationships with several exchanges are the goal.n Relationships are built through delivering value and satisfaction.交换和关系n 交换是指从他人那里取得想要的物品，同时以某种物品作为回报的行为。 n 营销包括与想要某种产品、服务、思想或其他事物的目标人群建立和保持合理交换关系的所有活动。 Marketn The set of all actual and potential buyers of a product or service.市场n 市场是指某种产品的实际购买者和潜在购买者的集合。这些购买者都具有某种购买欲望和需要，并且能够通过交换得到满足。 Marketing management philosophiesn Production conceptn Product conceptn Selling conceptn Marketing conceptn Societal marketing conceptProduction concept生产观念n The philosophy that consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency.n 顾客会接受任何他能买到并且买得起的产品。因此，管理的主要任务就是提高生产和分销的效率，这种观念是最早的营销思想。 n 容易导致营销近视，因为公司过度集中于自身运作，而失去了对满足顾客需求和建立顾客关系的真正目标。 Product concept产品观念n The idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote its energy to making continuous product improvements. n 认为顾客喜欢质量最好、操作性最强、创新功能最多的产品。因此，公司集中力量改进产品。 n 例如，一些制造商相信，如果他们能生产出更好的捕鼠器，就会顾客盈门。 n 导致营销近视。 Selling concept推销观念n The idea that consumers will not buy enough of the organizations products unless the organization undertakes a large-scale selling and promotion effort.n 如果组织不进行大规模的促销和推销，顾客就不会购买足够多的产品，这种观念在非渴求类商品的厂商中尤为盛行。 n 所谓非渴求商品，是指在正常情况下，顾客不想购买的商品，例如保险。 Marketing concept营销观念n The marketing management philosophy that holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.n 实现组织目标的关键在于正确确定目标市场的欲望和需要，并不竞争者更有效地满足顾客的欲望和需要。 n 在营销观念下，得到顾客的关注和顾客价值才是销售和获利之路。 Societal marketing concept社会营销观念n The idea that the organization should determine the needs, wants, and interests of target markets and deliver the desired satisfactions more effectively and efficiently than do competitors in a way that maintains or improves the consumers and societys well being.n 营销战略在给顾客传递价值时应该保持或发展消费者与社会的双方面的利益。 n 社会营销观念要求营销人员在公司利润、顾客需要和社会利益三方面进行平衡。 Chapter 2Company and marketing strategy: partnering to build customer relationships企业战略和营销战略：协同构建客户关系 Strategic Planningn The process of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunities.n 在组织的目标和能力与组织不断变化的营销机会之间建立和保持战略配适的过程。 Steps in strategic planning战略计划的阶段和步骤Corporate level公司层级 1. Defining the company mission定义公司使命 2. Setting company objectives and goals 设定公司目标 3. Designing the business portfolio, business unit, product, and market level规划业务,业务单位、产品和市场层级4. Planning marketing and other functional strategies 计划营销和其他职能战略The Business Portfolio业务组合A business portfolio is the collection of businesses and products that make up the company业务组合就是构成公司的业务和产品的集合。 Business portfolio planning involves two steps:1. Analyzing the current business portfolio 2. Shaping the future portfolio by developing strategies1. 必须分析当前的业务组合，对其进行优化； 2. 制定成长战略，塑造未来的业务组合Strategic business unit (SBU) 战略业务单位n A unit of the company that has a separate mission and objectives and that can be planned independently from other company businesses. An SBU can be a company division, a product line within a division, or sometimes a single product or brand.n SBU就是在公司中有独立的使命和目标，独立于公司其他业务之外制定计划的一个单元。一个SBU可以是公司的一个分部，可以是分部内的一条产品线，有时也可以是一个单独的产品或品牌。 Business portfolio analysis业务组合分析u 即评估各个SBU的吸引力，决定各项业务应当给予多大的支持。业务组合分析的原则是坚持紧密结合的原则，专注于增加与本公司核心哲学和竞争力密切匹配的产品和业务。 u 大多数标准的分析方法从两个维度来评价：SBU所在的市场或产业的吸引力以及SBU在该市场或产业中的地位。 The BCG Growth-Share MatrixBCG矩阵Relative Market ShareHighLowMarketGrowthHighLowQuestion MarkStarCashCowDogn 纵轴上，市场增长率度量市场的吸引力；横轴上，相对市场份额衡量公司在市场中的实力和地位，将SBU分为四种类型： n 明星业务：需要大量资金投入以支持其快速增长。 n 现金牛业务：产生大量现金，支持其他业务。 n 问题业务：需要大量现金保持或增加其市场份额。 n 廋狗业务：可能产生足够现金来满足自身的需要，但是不足以成为大量现金的源泉。 四种战略n 投资：增加对业务的投入，发展其市场份额； n 维持：保持当前的投入水平，维持SBU的市场份额； n 收获：不考虑长期效果而是榨取短期现金流； n 撤资：通过出售、淘汰或转为他用来放弃某个SBU。 Developing Growth Strategies：Product-market expansion grid产品市场扩展方格n 市场渗透：提高现有产品对现有顾客的销售额。 n 市场开发：为现有产品识别、开发新的市场。 n 产品开发：向现有市场提供改良的产品或新产品。 n 多元化：新产品、新市场。 4Ps vs 4CsProductPricePlacePromotionCustomer solutionCustomer costConvenienceCommunication n 4P是站在卖方的角度来看市场，4C是从买方来看。顾客感兴趣的远不只是价格，而是包括取得、使用、处置一个产品在内的全部成本，而且尽可能方便的获得产品或服务，希望得到双方的沟通和交流。 n 营销人员首先通过4C来思考，然后用4P来实施。 Managing the Marketing EffortChapter 5Consumer Markets and Consumer Buyer Behavior消费者市场与消费者购买行为Consumer buyer behaviorThe buying behavior of final consumers-individuals and households who buy goods and services for personal consumptionConsumer market All the individuals and households who buy or acquire goods and services for personal consumptionModel of consumer behavior 刺激反应模型Marketing and other stimuliMarketing otherProduct economicPrice technologicalPlace politicalPromotion culturalBuyers black boxBuyer buyerCharacter decision -istics process Buyer responsesProduct choiceBrand choiceDealer choicePurchase timingPurchase amountCharacteristics affecting consumer behaviorCharacteristics affecting consumer behaviorCulturalSocialPersonalpsychologicalCultureSubcultureSocial classGroups (Opinion leader)FamilyRoles and StatusAge and life-cycle stageOccupationEconomic situationLifestylePersonality and self-conceptMotivationPerceptionLearningBelief and attitudeCultural factors文化因素n Culture: The set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions.n Subculture: A group of people with shared value systems based on common life experiences and situations. They have their own distinct modes of behavior.n 文化是引发人类愿望和行为的最根本原因。人类通过家庭和其他社会机构获得的基本的价值观、观念、喜好和行为。 n 亚文化是基于共同生活经验和环境而带来的明确的认同感和集体感。亚文化包括民族、宗教、种族和地域等。 Social classes社会阶层n Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors.n 社会阶层是在一个社会中具有相对的同质性和稳定性的群体，他们按等级排列，每个阶层成员具有类似的价值观、兴趣爱好和行为方式。 Social factorsn Groups and opinion leadern Familyn Roles and status Groups and Opinion leader群体和意见领袖n Group: two or more people who interact to accomplish individual or mutual goals.n Person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts influence on others.n 群体：凡是一个人所从属并对他有着直接影响的群体成为成员群体，参照群体是指对一个人的态度与行为有直接或间接影响的所有群体。 n 意见领袖是从属于某参照群体，凭借特殊技能、学识、个性或其他特征，对他人施加影响的人。 Familyn The family is the most important consumer buying organization in society. Marketers are interested in the roles and influence of the husband, wife, and children on the purchase of different products an services. Roles and status角色和地位 Roles define behavior that members of a group expect of individuals who hold specific positions within it. Status is the relative position of any individual member in a group.n 每个人在群体中的位置可以用角色和地位来界定。 n 角色是在群体中人们被期望进行的活动内容。 n 每个角色都具有一定的地位，反映着社会的综合评价。 Personal factorsn Age and life-cycle stagen Occupationn Economic situationn Lifestylen Personality and self-conceptLifestylen A persons pattern of living as expressed in his or her activities, interests, and opinions.n 生活方式是个人生活的模式，可以由其消费心态表现出来，包括消费者的活动、兴趣和意见，即消费者的AIO模式（activities, interests, opinions）。 Personalityn A persons distinguishing psychological characteristics that lead to relatively consistent and lasting responses to his or her own environment.n 个性是指个人独特的心理特征，这种心理特征将使个人对环境作出相对一致和持久的反应。 Brand personalityn The specific mix of human traits that may be attributed to a particular brand.n 品牌个性是指某种品牌可以具有的人类特质的具体组合。研究发现很多知名品牌都明显趋向和某种特定个性有较强的关联，这些品牌会吸引那些与相应个性特征高度匹配的人群。Self-concept or self-imagen The basic self-concept premise is that peoples possessions contribute to and reflect their identities; that is, “we are what we have.” Marketers should understand the relationship between consumer self-concept and possessions.n 人们的拥有物决定和反映了其地位，“我们有什么就是什么”。因此，需要弄清自我观念和拥有物之间的关系是什么。 Self-Concept Theory The consumers self-concepta persons multifaceted of himself/herselfplays an important role in consumer behavior. The self-concept has four components: real self, self-image, looking-glass self, and ideal selfPsychological factorsn Motivationn Perceptionn Learningn Belief and attitudeNeeds and Motives A need is an imbalance between the consumers actual state and desired state. Motive (drive): A need that is sufficiently pressing to direct the person to seek satisfaction of the need.Physiological NeedsSafety NeedsSocial/Belongingness NeedsEsteem NeedsSelf-Actualization NeedsPerceptionsn The process by which people select, organize, and interpret information to form a meaningful picture of the world.n 感知是人们收集、整理并解释信息，形成有意义的世界观的过程。 Three perceptual processes 感知的筛选过程n Selective attention: the tendency for people to screen out most of the information to which they are exposed. 选择性注意：人们会过滤大部分接触到的信息，必须尽力吸引消费者的注意。 n Selection distortion: the tendency of people to interpret information in a way that will support what they already believe. 选择性曲解：人们将信息加以扭曲，使之合乎自己意愿的倾向。 n Selective retention: the tendency to retain information that supports their attitudes and beliefs and forget others. 选择性记忆：人们只记住那些符合自己态度和信念的信息，忘记其他大量信息Learning学习 Learning: Changes in an individuals behavior arising from experience. Learning in a marketing concept refers to immediate or expected changes in consumer behavior as a result of experience.n 学习是指由经验所引起的个人行为的改变。 n 对营销人员而言，学习的实际意义在于他们可以把产品与强烈的驱动联系起来，利用刺激性诱因提供正面强化手段，使人们产生产品需求。 Belief and attitude信念和态度n Belief: A descriptive thought that a person holds about something.n Attitude: A persons consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea.n 信念是人们对事物所持的具体看法，人们往往会按照自己的信念行动。 n 态度是指一个人对某些事物或观念所持的相对稳定的评价、感受和倾向。态度导致人们喜欢或不喜欢某些事情，并对它们亲近或是疏远。 Types of buying decision behaviorComplex buying behaviorn Consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands.n 复杂的购买行为：当消费者参与购买程度较高，并且觉察到品牌间的显著差异时的购买行为。 Dissonance-reducing buying behaviorn Consumer buying behavior in situations characterized by high involvement but few perceived differences among brands.n 寻求平衡的购买行为：当消费者参与购买程度较高，购买的产品很昂贵、购买不频繁、有风险，但品牌差别不明显时的购买行为。 Habitual buying behaviorn Consumer buying behavior in situations characterized by low consumer involvement and few significant perceived brand differences.n 习惯性购买行为：当消费者参与程度不高，品牌间差异不大时的购买行为。 Variety-seeking buying behaviorn Consumer buying behavior in situations characterized by low consumer involvement but significant perceived brand differences.n 寻求变化的购买行为：消费者参与程度低，品牌间差异大，消费者经常改变品牌的选择的购买行为。品牌的转变是因为寻求变化，而不是对产品不满意。 The buyer decision process购买决策过程Need recognitionn The first stage of the buyer decision process in which the consumer recognizes a problem or need.n 购买者意识到自己的实际状态与期望值之间存在差异，产生了需要。 Information searchn The stage of the buyer decision process in which the consumer is aroused to search for more information; the consumer may simply have heightened attention or may go into active information search.n 信息收集取决于消费者的动力、初始信息、获得信息的难易程度、信息的价值和消费者的满足程度。 Information Search Internal Sources Group Sources Marketing Sources Public Sources Experimental Sources Alternative evaluationn The stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set.n 方案评价是指消费者是如何处理信息并选择品牌的。消费者通过评价过程对不同品牌形成一定的态度。 Purchase decisionn The stage of the buyer decision process in which the consumer actually buys the product.n 购买决策是指实际执行或不选择购买的活动。 Post-purchase behavior 购买后行为n The stage of the buyer decision process in which consumers take further action after purchase based their satisfaction or dissatisfaction.n Cognitive dissonance: buyer discomfort caused by post-purchase conflict.n 购买后，消费者的n 期望值与产品所表现的性能之间的关系。二者之间的差距越大，消费者越发不满。 不平衡感是指因购买后的矛盾而引起的不自在。 The adoption process for new productsn The mental process through which an individual passes from first hearing about an innovation to final adoption.n 采用是指个人初次听到一种创新到最终采用的心理过程。 Stages in the adoption process Awareness（知晓） n Interest （兴趣） n Evaluation （评价） n Trial （试用） n Adoption （采用） Time of adoption of innovations 扩散曲线2.5% innovators13.5% early adopters34% early majority34% late majority16% laggards -2o -o +o 所有人都接受只是不同的阶段Determinants of Adoption rate1) Relative advantage2) Compatibility3) Complexity4) Possibility of trial use5) Observability 产品特征对采用率的影响1. 优势程度：创新优于现行产品的程度。 2. 匹配程度：新产品与潜在消费者的价值观和经验相吻合的程度。 3. 复杂程度：了解和使用新产品的相对困难程度。 4. 可分程度：人们有多少种方法可以购买新产品。 5. 交流程度：使用新产品是否被他人看到。 Chapter 7Customer-driven marketing strategy: creating value for target customers顾客驱动的营销战略：为目标顾客创造价值Steps in market segmentation, targeting, and positioningSelect customers to serveSegmentationTargeting Decide on a value propositionDifferentiationPositioningCreate value for targeted customersSTPMarket segmentation市场细分n Dividing a market into distinct groups of buyers on the basis of needs, characteristics, or behavior who might require separate products or marketing mixes. n The division of the total market into smaller and relatively homogeneous groups in order to satisfy their needs better.n 根据消费者的不同需求、特征和行为，将一个市场分为几个有明显区别的消费者群体，他们可能需要不同的产品和市场营销组合。 n 公司设计市场细分的不同方法，并确定不同细分市场的大体情况。 Market targeting选择目标市场n The process of evaluating each market segments attractiveness and selecting one or more segments to enter.n 评价每个细分市场的吸引力，选择一个或多个细分市场进入。Differentiation差异化n Actually differentiating the firms market offering to create superior customer value.n 将公司的产品与竞争者的产品进行区分，创建较高的顾客价值。 Positioning市场定位n Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.n 使产品处于有竞争力的地位，并设计详细的市场营销组合。 Segmenting Consumer MarketsSegmenting Consumer MarketsDetailsGeographic segmentation 地理细分Dividing a market into different geographical units such as nations, states, regions, counties, cities, or neighborhoods.把市场分成不同的地理区域，如国家、地区、州、县、城市或者街区。Demographic segmentation 人口细分Dividing a market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality.将市场按人口因素（年龄、性别、家庭人口、家庭生命周期、收入、职业、教育、宗教、种族和国籍等）分为多个群体。Psychographic segmentation 心理细分Dividing a market into different groups based on social class, lifestyle, or personality characteristics.根据社会阶层、生活方式或个性特点，将购买者分为不同的群体。Behavioral segmentation 行为细分Di