第一章 理解市场营销和市场营销过程.doc

第一章 理解市场营销和市场营销过程 今天，成功的公司都强调以顾客为中心，并强调市场营销观念。营销包括许多活动：市场调查、产品开发、分销、定价、广告以信个性化销售等。这些活动在服务和满足顾客需要的同时，还要满足组织的目标。营销正竭尽全力向顾客保证提供更多的价值吸引新顾客，通过向顾客让渡更多价值和满意留住现有顾客。营销在动态的世界环境里进行，快速的变化会使昨天的获胜策略不再适用。为了成功，公司必须是强烈以市场为导向。1、给出营销的定义并讨论其核心概念营销是通过创造和交换产品和价值，从而使个人或群体满足欲望和需要的社会和管理过程。其核心概念包括：需要、欲望和需求，产品和服务，价值、满意和质量，交换、交易和关系，以及市场。 2、解释顾客价值、顾客满意和质量之间的关系顾客根据自己对产品和服务的感知价值做出购买选择。顾客价值指顾客拥有和使用某种产品所获得的利益与为此所需成本之间的差别。如果产品具有良好的价值，它将使顾客满意。质量的概念与满意概念很接近。质量不仅意味着无缺陷，而且意味着产品提供了顾客正在追求的满意。顾客满意取决于产品的感知使用效果，这种感知效果与顾客的期望密切相关。顾客的满意与质量密切相关，许多公司都在开展全面质量管理（TQM）活动。当人们决定通过交换过程满足个体户和需要的时候，营销活动就出现了。除了短期的交换行为，营销人员需要与有价值的顾客、分销商、代理商和供应商建立一种长期的关系。3、为营销管理下定义，讨论营销人员该如何管理需求，以及如何建立良好的客户关系。营销管理通过分析、计划、执行和控制一定的程序，与目标顾客建立和保持有利的交换关系。管理需求就是管理顾客。除了制定吸引新顾客的策略并与他们进行交易以外，今天的公司更专注于留住现有顾客并通过向他们让渡更多价值和满意来建立起长期的互惠关系。4、比较五种不同的营销管理理念 营销管理可能由五种不同的理念来指导。生产观念认为顾客喜欢那些能买到、并且买得起的产品；产品观念认为，顾客喜欢高质量的产品，如果产品足够好，几乎不需要什么促销活动。推销观念假定销售和促销活动是最重要的，由此才能刺激出适当的需求。营销观念的基本思想是一个公司要获得竞争优势，就要深刻理解目标市场的欲望和需要，据此做好工作以使顾客满意。社会营销观念是营销观念的扩展，即不仅要满足顾客的现时需要，而且要考虑其长期的社会福利问题。5、分析营销人员在未来将要面临的主要挑战营销舞台的巨大变化提供了许多机会和挑战。营销的最大发展可以概括成一个主题：连接。公司可以利用计算机、电信、信息、交通和其他连接技术领域的快速进展来了解和跟踪顾客，与顾客进行广泛沟通或一对一的沟通。营销人员不断转变他们对与顾客、营销伙伴和周围世界连接的定义。他们更仔细地选择自己的顾客，并把关系发展得更紧密、更持久。他们还认识到孤军作战不可能成功，因此开始与其他公司和部门紧密联系，以便于为顾客让渡更多价值。他们对与世界广泛连接有了全新的认识，带来进一步的全球化，对社会和环境的更多关注和更强责任感，以及营销在非营利事业和公益事业的更广泛应用。全新的互联世纪为有远见的营销人员提供了令人激动的可能性。关键概念和原则营销同其他职能相比更多地涉及到顾客，理解、创造、沟通、让渡顾客价值和满意是现代营销思想与实践的核心内容。营销是在某种利润水平下让顾客满意。营销的两个目标包括向顾客承诺高价值来吸引新顾客，以及让顾客满意来留住现有顾客。今天，营销不能再按传统的方式理解为劝说和推销，而应是满足顾客需求。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。营销的基石是人类的需要（need），这些需要不是营销人员创造的，而是人类所固有的。 欲望（want）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。当考虑到支付能力的时候，欲望就转换为需求（demand）。善于营销的公司总是尽可能深入地了解顾客的需要、欲望和需求。在成功营销的公司中，各层次人员都直接与顾客接触，以便真正了解他们的需要、欲望和需求。人们利用产品（product）来满足需要和欲望。除了有形的物品，产品还包括服务（service）。更广泛的产品定义还包括经验、个人、地点、组织、信息和思想等。许多销售商过多地注重实物产品本身，而忽视了产品所提供的利益，这往往会导致错误。 一般来说，顾客是根据自己对产品和服务的感知价值做出购买选择的。顾客价值指顾客拥有和使用某种产品所获得的利益与为此所需成本之间的差额。顾客常常并不是很精确地分析某种产品的价值和成本，而是根据他们的感知价值行事。顾客满意取决于产品的感知使用效果，这种感知效果与顾客的期望密切相关。对公司来说，关键的问题是使顾客的期望与公司的活动相匹配。顾客满意与质量密切相关，近年来，许多公司都在开展全面质量管理（total quality management TQM）活动，以便不断提高产品质量、服务质量和整个营销过程的质量。当人们开始通过交换（exchange）来满足欲望和需求的时候，就出现了营销。交换是营销的核心概念，而交易（transaction）则是营销的度量单位。交易营销（transaction marketing）是范围更宽的关系营销（relationship）的一部分。营销人员除了要创造短期的交易以外，还需要与有价值的顾客、分销商、零售商及供货商建立长期的关系。市场（market）指某种产品的实际购买者和潜在购买者的集合。市场规模取决于具有这种需要及支付能力，并且愿意进行交换的人的数量。营销人员要对市场有敏锐的洞察力。市场的概念最终使我们完成了营销概念的整个循环。营销就是要管理市场，促成满足人们欲望和需要的交换。 营销的核心内容包括产品的研究与开发、沟通、分销、定价以及服务等。营销管理（marketing management）,是指为了实现组织目标而设计的各种分析、计划、执行和控制活动，以便建立和维持与目标顾客互惠的交换关系。营销管理涉及到对需求的管理，而需求管理又与顾客关系管理相关。营销管理必须找出适当的方式来处理各种不同的需求状态。需求管理实际上也是顾客管理。一个公司的需求来自两个群体；新顾客群和重复采购的老顾客群。营销管理的焦点已逐渐转移到维持有价值的老顾客并与之建立长期的互惠关系上。所有的企业都在运用营销，而它们营销实践的方式却有很大差别。营销实践通常经历三个阶段：创业营销、规范化营销和企业内营销。组织在进行营销活动时可能采用以下五种观念；即生产观念、产品观念、推销观念、营销观念和社会营销观念。生产观念（production concept）的基本观点是：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。它的基本假设是：顾客喜欢质量最好、操作性最强、创新功能最多的产品。因此，公司应该集中力量改进产品。产品观念还会导致营销近视症。推销观念（selling concept）的基本假设是：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。这种观念在非寻求类商品（unsought goods）的生产厂商中尤为盛行。大多数公司在生产能力过剩时都遵循推销观念，它们的目标是销售出制造的产品而非市场需要的产品。营销观念（marketing concept）认为，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，并比竞争者更有效地满足顾客的欲望和需要。推销观念和营销观念很容易混淆。许多成功的著名公司都采用了营销观念。履行营销观念通常不是简单地对顾客已表达出的愿望和明显的需求做出响应。社会营销观念（societal marketing concept）认为，组织应该确定目标市场的欲望、需要和利益，然后向顾客提供超值的产品和服务，以便改善顾客和社会的福利。社会营销观念是五种营销管理理念中最新的观念。如今营销的最大发展可以概括成一个主题：连通性（connectedness）。连接技术彻底的改变使营销人员不得不重新定义他们与市场的连接，包括与顾客的连接、公司内外合作伙伴的连接以及与周围世界的连接。计算机、电信、信息、交通和其他连接技术领域的快速进展对公司向顾客让渡价值的方式有巨大影响。推动连接时代最惊心动魄的新技术也许就是互联网。互联网之所以受欢迎是因为它是一种支持新业务模式的技术。各种各样的公司现在都尝试着在互联网上争取新客户。 在营销领域最深刻的新进展就是现今公司与顾客连接方式的变化。显著的差异和全新的顾客连接方式意味着更进一步的市场细分。公司在寻找一些崭新方式让渡更多的价值，还仔细评价顾客带给公司的价值，它们希望只同那些能让公司赢利的顾客连接。在公司越来越有选择地挑选它们要服务的那些顾客的同时，也以更好的、更持久的方式为他们服务。最近几年来，重点已经转移到通过提供更高程度的顾客满意和价值，维持现有顾客并且与他们建立持久的关系。 许多公司也利用新技术与顾客更直接地连接。直销又兴旺起来了。直销重新定义了和销售者连接的购买者角色。顾客不再是公司单项营销活动的目标，而是促成营销活动的参与者。今天，有前瞻性的公司将所有部门连接起来，以便创造顾客价值。通过供应链管理（supply chain management），今天的许多公司加强了同供应链上所有伙伴之间的联系。如今的公司发现想拥有更好的业绩还需要战略合作伙伴。许多战略联盟都采取营销联盟（marketing alliance）的形式，包括产品联盟或者服务联盟。随着世界越变越小，许多营销人员现在能够与他们的顾客和营销伙伴进行全球的连接。世界各国的管理人员现在都以全球化而不是本地的视角看待公司所在的行业、竞争者和营销机会。营销人员正在重新考察他们同社会价值、社会责任以及我们生活的地球的连接。今天的营销人员需要为他们的行为对社会和环境造成的影响负起更大的责任。越来越多不同的组织都通过营销与顾客和其他重要的支持者进行联系。CHAPTER 1MARKETING IN A CHANGING WORLD: CREATINGCUSTOMER VALUE AND SATISFACTIONSummaryMarketing is part of all of our lives and touches us in some way every day. To be successful each company that deals with customers on a daily basis must not only be customer-driven, but customer-obsessed. The best way to achieve this objective is to develop a sound marketing function within the organization. Marketing is defined as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Marketing is a key factor in business success. The marketing function not only deals with the production and distribution of products and services, but it also is concerned with the ethical and social responsibility functions found in the domestic and global environment. Marketers must also be aware of customer value and customer satisfaction and make these concepts a central part of the firms strategic plan. Marketing must also be aware of and respond to change. Four of the greatest changes that have had an impact on the way companies bring value to their customers are the explosive growth of the computer, the Internet, telecommunications, and information technology. Marketing and its core concepts, the exchange relationship, the major philosophies of marketing thought and practice, and marketing challenges in the new connected millennium are the major topics presented in this introductory chapter. There is a special emphasis on connectedness and the technologies for accomplishing connectionsKeywords and principleCreating customer value and satisfaction are at the very heart of modern marketing thinking and practice.Marketing is defined as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.Human needs are the most basic concept underlying marketing. A human need is a state of felt deprivation .A human want is the form that a human need takes as shaped by culture and individual personality. Demands are human wants that are backed by buying power.A product is anything that can be offered to a market to satisfy a need or want. The concept of product is not limited to physical objects and can include experiences, persons, places, organizations, information, and ideas.Marketing myopia is caused by shortsightedness or losing sight of underlying customer needs by only focusing on existing wants.Customer value is the difference between the values that the customer gains from owning and using a product and the costs of obtaining the product. Customers do not often judge product values and costs accurately or objectively-they act on perceived value.Customer satisfaction depends on a products perceived performance in Delivering value relative to a buyers expectations. If performance exceeds expectations, the buyer is delighted (certainly a worthy goal of the marketing company).The term total quality management (TQM) is an approach in which all the companys people are involved in constantly improving the quality of products, services, and marketing processes. Marketing occurs when people decide to satisfy needs and wants through exchange. Exchange is the act of obtaining a desired object from someone by offering something in return.Whereas exchange is a core concept of marketing, a transaction (a trade of values between two parties) is marketings unit of measurement. Most involve money, a response, and action.Transaction marketing is part of a larger idea of relationship marketing. The goal of relationship marketing is to deliver long-term value to the customer and thereby secure customer satisfaction and retention of patronage.The concepts of exchange and relationships lead to the concept of a market. A market is the set of actual and potential buyers of a product.The concept of markets brings one full circle to the concept of marketing. A modern marketing system includes all of the elements necessary to bring buyers and sellers together. This might include such activities as product development, research, communication, distribution, pricing, and service. Marketing management is defined 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.Marketing management is concerned not only with finding and increasing demand, Managing demand means managing customers. Demand comes from new customers and repeat customers. Today, besides making efforts to attract new customers, marketers are going all out to retain and build relationships with existing customers. The key to successful customer retention is superior customer value and satisfaction .Marketing practice often passes through three stages: Entrepreneurial marketing, Formulated marketing, Intrepreneurial marketing.There are five alternative concepts under which organizations conduct their marketing activities: the production, product, selling, marketing, and societal marketing concepts.The production concept holds that consumers will favor products that are available and highly affordable and that management should, therefore, focus on improving production and distribution efficiency. This is one of the oldest philosophies that guides sellers.The product concept states 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.The product concept can also lead to marketing myopia,.Many organizations follow the selling concept. The selling concept is the idea that consumers will not buy enough of the organizations products unless the organization undertakes a large-scale selling and promotion effort.The marketing concept 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.The marketing and selling concepts are often confused. Many companies claim to adopt the marketing concept but really do not unless they commit to market-focused and customer-driven philosophies.The societal marketing concept holds that the organization should determine the needs, wants, and interests of target markets. It should then deliver the desired satisfactions more effectively and efficiently than competitors in a way that maintains or improves the consumers and the societys well-being.Technological advances, rapid globalization, and continuing social and economic shifts-all are causing profound changes in the marketplace.The major marketing developments as we enter the new millennium can be summed up in a single theme: connectedness.The major force behind the new connectedness is technology. The boom in computer, telecommunications, and information technology, as well as the merging of these technologies, has had a major impact on the way businesses bring value to their customers.The Information Superhighway (and its backbone-the Internet) will link customers to companies in ways that were unimagined only a few years ago.The Internet is a vast and burgeoning global web of computer networks, with no central management or ownership. The user-friendly World Wide Web has changed us all.New applications include: Internet-connecting with customers. Intranets-connecting with others in the company. Extranets-connecting with strategic partners, suppliers, and dealers.Today, most marketers are realizing that they dont want to connect with just any customers. Instead, most are targeting fewer, potentially more profitable customers.Greater diversity and new consumer connections have meant greater market fragmentation. At the same time, companies are analyzing the value of the customer to the firm. Connect for a customers lifetime.Today, beyond connecting more deeply, many companies are also taking advantage of new technologies that let them connect more directly with their customers.Direct marketing is redefining the buyers role in connecting with sellers.Connecting inside the company-traditionally, marketers have played the role of intermediary, charged with understanding customer needs and representing the customer to different company departments, which then acted upon these needs.Connecting with outside partners-most companies today are networked companies, relying heavily on partnerships with other firms.Supply chain management- stretching from raw materials to components to final products that are carried to final buyers. Each member of the supply chain creates and captures only a portion of the total