Marketing Management市场管理.doc

Chapter 1 marketing management1.1marketing management philosophies营销管理哲学 We define marketing management as the analysis ,planning,implementation,and control of programs designed to create,build,and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.我们定义营销管理为分析、计划、执行和控制的程序设计以用来与目标买家创造、建造、和维持有益的交流为目的从而实现组织目标。1.1.1 the production,product,and selling concepts The production concept:生产理念: It holds the philosophy that consumers will favor those products that are widely available and low in cost.生产理念认为消费者青睐的产品将被广泛使用和低成本。 The product concept:产品理念: it holds that consumers will favor products that offer the most quality,performance,and innovative features.产品理念认为消费者青睐能提供最棒的产品质量、性能、创新特点的产品。 The selling concept:推销观念:it holds that consumers will not buy enough of the organizations products unless it undertakes a large-scale selling and promotion effort.推销观念认为消费者不会购买足够的组织的产品,除非它进行了一次大规模的销售和促销。1.1.2 the marketing concept and societal marketing concept营销观念和社会营销观念The marketing concept :it holds that achieving organizational goals depends on integrating marketing activities toward determining and satisfying the needs and wants of target markets more effectively and efficiently and efficiently than competitors do.营销观念认为实现组织目标，整合营销活动，取决于比竞争对手对确定和满足目标市场需求更有效、更有效率。2. Four pillars for marketing concept四柱营销理念Target market ; customer needs( stated needs 明确的需要;real needs; unstated needs阐明的需要; delight needs喜爱的需要; secret needs); integrated marketing; profitability 盈利3. The societal marketing conceptIt holds that the organizations task is to determine the needs ,wants, and interests of target markets and to deliver the desired satisfactions more effectively and effectively than competitors do in a way that preserves or enhances the consumers and the society s well-being社会营销理念认为组织的任务是比竞争对手更有效地做一个负责任的行为或提高消费者和社会的福祉，以确定目标市场的需求、欲望、和利益并交付预期的满意度1.2 market segmentation, market targeting and positioning1.3 relationship marketing1.3.1 an introduction to relationship marketing1. Customer retention and customer acquisition顾客保留和客户获取2. Satisfying your customers3. Customers lifetime value客户终身价值4. Five-stage customer development cycle(awareness ; comparison ; transaction 交易; reinforcement 加固; advocacy倡导)1.3.2 the rise of collaborative marketing协作营销的崛起Chapter 2 consumer behavior 消费者行为2.1 the buyer decision process买方决定的过程The stages a buyer passes through in making choices about which products and services to buy are the purchase decision process.购买者对于产品和服务的购买做出选择的不再是购买决策的过程。2.1.1 stages in the buyer decision process 1.problem recognition:问题识别:the initial step in the purchase decision, is perceiving a difference between ones ideal and actual situations big enough to trigger a decision. 第一步在购买决策中，认为一个人的理想和实际情况之间的差异触发一个足够大的决定 2. Information search 3. Alternative evaluation替代评价 4. Purchase decision 5. Postpurchase behaviour购买后行为2.1.2 types of consumers buying decisions and consumers involvement消费者的购买决策和消费者参与的类型2.1.3 factors determining the level of consumer involvement决定消费者参与水平的因素 1. Previous experience 以前的经验 2.interest 3.perceived risk 知觉风险 4. Situation 5.social visibility社会能见度2.2 factors influencing consumer 2.2.1 cultural factors 1. culture 2. Subculture 3. Social class 2. 2.2 social factorsReference groups 参考群体 reference groups are people to whom an individual looks as a basis for self-appraisal or as a source of personal standards参考群体是把某个个体当做自我评价的基础或者作为一种个人标准的来源 2. Opinion leaders 意见领袖3. Word of mouth 口碑：peoples influencing each other during their face-to-face conversations is called word of mouth通过面对面的交流相互影响称之为口碑。 4. family influences 2.2.3 personal factors Gender ;age and family life-cycle stage;年龄和家庭生命周期阶段; personality ,self-concept and lifestyle人格、自我概念和生活方式2.2.4 psychological factors心理因素1. motivation 2.perception 感知3.learning 4.attitude formation态度形成 5.attitude change2.3 models of consumer behavior2.3.1 models of consumer behavior2.3.2 the buyer decision process for new products Chapter3 integrated marketing communications整合营销传播3.1 what is integrated marketing communications The message reaching the same regardless of whether it is from an advertisement ,a salesperson in the field,a magazine article, or a coupon in a newspaper insert3.1.1 advertising3.1.2 direct marketing Direct marketing refers to marketing communication techniques,which will enable the marketer to communicate directly with the target audience with a view to prompting immediate or direct reaction in the form of purchase behaviour or asking for more information. 直销指的是为了促使直接的或直接反应购买行为或要求更多的信息，将使卖方直接与目标观众沟通的营销沟通技巧3.1.3 sales promotion 3.1.4 personal selling人员推销3.2 publicity and public relations Public relations are the management of all communications between the firm and the general public ,公共关系是企业和一般公众之间的交流的管理,publicity is the management of product or brand related communications between the firm and the general public宣传是与产品或品牌相关的公司和一般公众之间的交流管理。Publicity:publicity is primarily an informative activity ,but it is ultimate goal is to promote the companys products ,services,or brands.宣传主要是一次有益的活动,但它是最终的目标是促进公司的产品、服务、或品牌。Public relations: public relations are an indirect promotional tool whose role is to establish and enhance a positive image of an organization and its various publics.公共关系是一个间接的宣传工具,其作用是建立并提高一个积极的形象和它的各种组织的披露。2. the tools of public relations3. The principles of reality public relations 现实公共关系的原则Think like a wired journalist ;do not bullshit 别胡说; write an elevator pitch ;write tight;think vertical;be visible; there is more to media than the press; the traditional press release is dead;want to win coverage? ;3.3 the practice and the adoption process for IMC实践过程,采用IMC3.3.1 methods and promotion objection方法和推广反对1. overall objective is to affect behaviour总体目标是影响行为2. Informing,persuading,and reminding are basic promotion objectives通知、说服,并提醒基本推广的目标3. Informing is educatingPersuading usually becomes necessary通常变得必要说服4. Sometimes reminding may be enough3.3.2 adoption process for IMC planning1. the AIDA model is a practical approach2. Promotion must vary for different adopter groups整合营销五种传播工具1. advertising广告：以付款方式进行的创意、商品和服务的非人员展示和促销活动The payment for goods and services of originality, the staff of the show and promotional activities 2. sales promotion:促销：各种鼓励购买或销售商品和劳务的短期刺激 all kinds of encouraging he purchase or sale of goods and services short-term boost3. public relations and publicity ：公共关系和宣传：设计各种计划以促进和保护公司形象或它的产品 public relations and advertising: design various plans to promote and protect the company image or its products4. personal selling人员促销：与一个或多个可能的购买者面对面接触以进行介绍、回答问题和取得订单 and one or more possible buyers face to face contact for introduction, answer questions and get the order5. business promotion:营业推广：使用邮寄、电话、传真、电子信箱和其他以非人员接触工具沟通或征求特定顾客和潜在客户的回复。 use mail, phone, fax, E-mail and other tools to the personnel communication or ask for specific contact with customers and potential customers to reply.Chapter contemporary advertising 当代广告 4.1 types of advertising4.1.1 advertising age 4.1.2 product advertisements4.1.3 institutional advertisements 机构广告4.1.4 direct-response versus delayed-response advertising4.2 advertising planning4.2.1 recognizing your problems 4.2.2 calculating y