市场营销双语科特勒亚洲版期末总结_超详细版

CHAPTER1MARKETINGMANAGINGPROFITABLECUSTOMERRELATIONSHIPS营销管理有价值的顾客关系WHATISMARKETINGASOCIALANDMANAGERIALPROCESSWHEREBYINDIVIDUALSANDGROUPSOBTAINWHATTHEYNEEDANDWANTTHROUGHCREATINGANDEXCHANGINGPRODUCTSANDVALUEWITHOTHERS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。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。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1UNDERSTANDTHEMARKETPLACEANDCUSTOMERNEEDSANDWANTS了解市场及顾客需求和欲望2DESIGNACUSTOMERDRIVENMARKETINGSTRATEGY设计顾客驱动的营销战略3CONSTRUCTAMARKETINGPROGRAMTHATDELIVERSSUPERIORVALUE构建传递卓越价值的营销方案4BUILDPROFITABLERELATIONSHIPSANDCREATECUSTOMERDELIGHT建立有利可图的关系，并使顾客满意5CAPTUREVALUEFROMCUSTOMERSTOCREATEPROFITSANDCUSTOMERQUALITY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SELECTINGCUSTOMERSTOSERVE选择服务对象WHATCUSTOMERSWILLWESERVEMARKETERSSELECTCUSTOMERSTHATCANBESERVEDPROFITABLY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CHOOSINGAVALUEPROPOSITION选择价值方案HOWCANWESERVETHESECUSTOMERSBESTINCLUDESTHESETOFBENEFITSORVALUESACOMPANYPROMISESTODELIVERTOCONSUMERSTOSATISFYTHEIRNEEDS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UNDERSTANDINGTHEMARKETPLACENEEDS,WANTS,ANDDEMANDSMARKETINGOFFERSINCLUDINGPRODUCTS,SERVICESANDEXPERIENCESVALUEANDSATISFACTIONEXCHANGE,TRANSACTIONSANDRELATIONSHIPSMARKETSDEFINITIONSHOULDDISTINGUISHNEED,WANTANDDEMANDNEEDASTATEOFFELTDEPRIVATIONWANTTHEFORMTAKENBYAHUMANNEEDASSHAPEDBYCULTUREANDINDIVIDUALPERSONALITYDEMANDHUMANWANTSTHATAREBACKEDBYBUYINGPOWER,ORWANTSBACKEDBYABILITYANDWILLINGNESSTOBUY需要、欲望和需求需要人们感到缺乏的一种状态。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。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。MARKETINGOFFERCOMBINATIONOFPRODUCTS,SERVICES,INFORMATIONOREXPERIENCESTHATSATISFYANEEDORWANTOFFERMAYINCLUDESERVICES,ACTIVITIES,PEOPLE,PLACES,INFORMATIONORIDEAS营销供给物产品、服务和体验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。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”。CUSTOMERVALUEANDSATISFACTIONCUSTOMERVALUETHECUSTOMERSEVALUATIONOFTHEDIFFERENCEBETWEENALLTHEBENEFITSANDALLTHECOSTSOFAMARKETINGOFFERRELATIVETOTHOSEOFCOMPETINGOFFERSCUSTOMERSATISFACTIONTHEEXTENTTOWHICHAPRODUCTSPERCEIVEDPERFORMANCEMATCHESABUYERSEXPECTATIONS顾客价值和顾客满意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。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。EXCHANGEANDRELATIONSHIPEXCHANGETHEACTOFOBTAININGADESIREDOBJECTFROMSOMEONEBYOFFERINGSOMETHINGINRETURNONEEXCHANGEISNOTTHEGOAL,RELATIONSHIPSWITHSEVERALEXCHANGESARETHEGOALRELATIONSHIPSAREBUILTTHROUGHDELIVERINGVALUEANDSATISFACTION交换和关系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。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。MARKETTHESETOFALLACTUALANDPOTENTIALBUYERSOFAPRODUCTORSERVICE市场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。MARKETINGMANAGEMENTPHILOSOPHIESPRODUCTIONCONCEPTPRODUCTCONCEPTSELLINGCONCEPTMARKETINGCONCEPTSOCIETALMARKETINGCONCEPTPRODUCTIONCONCEPT生产观念THEPHILOSOPHYTHATCONSUMERSWILLFAVORPRODUCTSTHATAREAVAILABLEANDHIGHLYAFFORDABLEANDTHATMANAGEMENTSHOULDTHEREFOREFOCUSONIMPROVINGPRODUCTIONANDDISTRIBUTIONEFFICIENCY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。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。PRODUCTCONCEPT产品观念THEIDEATHATCONSUMERSWILLFAVORPRODUCTSTHATOFFERTHEMOSTQUALITY,PERFORMANCE,ANDFEATURESANDTHATTHEORGANIZATIONSHOULDTHEREFOREDEVOTEITSENERGYTOMAKINGCONTINUOUSPRODUCTIMPROVEMENTS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。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。导致营销近视。SELLINGCONCEPT推销观念THEIDEATHATCONSUMERSWILLNOTBUYENOUGHOFTHEORGANIZATIONSPRODUCTSUNLESSTHEORGANIZATIONUNDERTAKESALARGESCALESELLINGANDPROMOTIONEFFORT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。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。MARKETINGCONCEPT营销观念THEMARKETINGMANAGEMENTPHILOSOPHYTHATHOLDSTHATACHIEVINGORGANIZATIONALGOALSDEPENDSONDETERMININGTHENEEDSANDWANTSOFTARGETMARKETSANDDELIVERINGTHEDESIREDSATISFACTIONSMOREEFFECTIVELYANDEFFICIENTLYTHANCOMPETITORSDO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。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。SOCIETALMARKETINGCONCEPT社会营销观念THEIDEATHATTHEORGANIZATIONSHOULDDETERMINETHENEEDS,WANTS,ANDINTERESTSOFTARGETMARKETSANDDELIVERTHEDESIREDSATISFACTIONSMOREEFFECTIVELYANDEFFICIENTLYTHANDOCOMPETITORSINAWAYTHATMAINTAINSORIMPROVESTHECONSUMERSANDSOCIETYSWELLBEING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。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。CHAPTER2COMPANYANDMARKETINGSTRATEGYPARTNERINGTOBUILDCUSTOMERRELATIONSHIPS企业战略和营销战略协同构建客户关系STRATEGICPLANNINGTHEPROCESSOFDEVELOPINGANDMAINTAININGASTRATEGICFITBETWEENTHEORGANIZATIONSGOALSANDCAPABILITIESANDITSCHANGINGMARKETINGOPPORTUNITIES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。STEPSINSTRATEGICPLANNING战略计划的阶段和步骤CORPORATELEVEL公司层级1DEFININGTHECOMPANYMISSION定义公司使命2SETTINGCOMPANYOBJECTIVESANDGOALS设定公司目标3DESIGNINGTHEBUSINESSPORTFOLIO,BUSINESSUNIT,PRODUCT,ANDMARKETLEVEL规划业务,业务单位、产品和市场层级4PLANNINGMARKETINGANDOTHERFUNCTIONALSTRATEGIES计划营销和其他职能战略THEBUSINESSPORTFOLIO业务组合ABUSINESSPORTFOLIOISTHECOLLECTIONOFBUSINESSESANDPRODUCTSTHATMAKEUPTHECOMPANY业务组合就是构成公司的业务和产品的集合。BUSINESSPORTFOLIOPLANNINGINVOLVESTWOSTEPS1ANALYZINGTHECURRENTBUSINESSPORTFOLIO2SHAPINGTHEFUTUREPORTFOLIOBYDEVELOPINGSTRATEGIES1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STRATEGICBUSINESSUNITSBU战略业务单位AUNITOFTHECOMPANYTHATHASASEPARATEMISSIONANDOBJECTIVESANDTHATCANBEPLANNEDINDEPENDENTLYFROMOTHERCOMPANYBUSINESSESANSBUCANBEACOMPANYDIVISION,APRODUCTLINEWITHINADIVISION,ORSOMETIMESASINGLEPRODUCTORBRANDSBU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。BUSINESSPORTFOLIOANALYSIS业务组合分析即评估各个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。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。THEBCGGROWTHSHAREMATRIXBCG矩阵RELATIVEMARKETSHAREHIGHLOWMARKETGROWTHHIGHLOWQUESTIONMARKSTARCASHCOWDOG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分为四种类型明星业务需要大量资金投入以支持其快速增长。现金牛业务产生大量现金，支持其他业务。问题业务需要大量现金保持或增加其市场份额。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。四种战略投资增加对业务的投入，发展其市场份额；维持保持当前的投入水平，维持SBU的市场份额；收获不考虑长期效果而是榨取短期现金流；撤资通过出售、淘汰或转为他用来放弃某个SBU。DEVELOPINGGROWTHSTRATEGIESPRODUCTMARKETEXPANSIONGRID产品市场扩展方格DEVLOPINGGROWTHSTRAEGISPRDUCTMAKEXPNSIORIDMARKETPNAIONPRODUCTDEVLPMENTDIVERSIFCATIONMARKETDVLOPMENTPRESNTCUTOMERSNEWCUSTOMERSPRESNTODUCSNEWPRODUCTSMARKETSPRODUCTS市场渗透提高现有产品对现有顾客的销售额。市场开发为现有产品识别、开发新的市场。产品开发向现有市场提供改良的产品或新产品。多元化新产品、新市场。4PSVS4CSPRODUCTPRICEPLACEPROMOTIONCUSTOMERSOLUTIONCUSTOMERCOSTCONVENIENCECOMMUNICATION4P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。营销人员首先通过4C来思考，然后用4P来实施。MANAGINGTHEMARKETINGEFFORTFINDIGOPRTUNITESAVIGHRATUNDERSTNDIGSTGAALYZIWEKNSEANALYSIPLIGIMPLENTAIOCONTRLMANGITHEMARKETINGEFORTRKETIGFUNCTIOSMARKETINGPLASINCLUDEEXCUIVEUMARYANALYSIOFCENTSITNOBJECTIVSTARGANDPOSITNIGMKETIMIXBUDGCONTRLSMANGITHEARKETINGEFORTARKETINGFUCTIONSALYSIPLANIGIMPLETAIONCOTRLPLANSRETURNEDITOCIWIHDYDAYACTIVIESGOIMPLNTAIOSACHLEGMANGITHEMARKETINGEFORTARKETINGFUCTIONSALYSIPANGIMPLETAIONCOTREVALUTIONFTHERESFMARKINGTGIESCHCKFORDIFRNSBETWGALNDPRFOMCEMANGITHEMARKETINGEFORTARKETINGFUCTIONSALYSIPANGIMPLETAIONCOTRCHAPTER5CONSUMERMARKETSANDCONSUMERBUYERBEHAVIOR消费者市场与消费者购买行为CONSUMERBUYERBEHAVIORTHEBUYINGBEHAVIOROFFINALCONSUMERSINDIVIDUALSANDHOUSEHOLDSWHOBUYGOODSANDSERVICESFORPERSONALCONSUMPTIONCONSUMERMARKETALLTHEINDIVIDUALSANDHOUSEHOLDSWHOBUYORACQUIREGOODSANDSERVICESFORPERSONALCONSUMPTIONMODELOFCONSUMERBEHAVIOR刺激反应模型MARKETINGANDOTHERSTIMULIMARKETINGOTHERPRODUCTECONOMICPRICETECHNOLOGICALPLACEPOLITICALPROMOTIONCULTURALBUYERSBLACKBOXBUYERBUYERCHARACTERDECISIONISTICSPROCESSBUYERRESPONSESPRODUCTCHOICEBRANDCHOICEDEALERCHOICEPURCHASETIMINGPURCHASEAMOUNTCHARACTERISTICSAFFECTINGCONSUMERBEHAVIORCHARACTERISTICSAFFECTINGCONSUMERBEHAVIORCULTURALSOCIALPERSONALPSYCHOLOGICALCULTURESUBCULTURESOCIALCLASSGROUPSOPINIONLEADERFAMILYROLESANDSTATUSAGEANDLIFECYCLESTAGEOCCUPATIONECONOMICSITUATIONLIFESTYLEPERSONALITYANDSELFCONCEPTMOTIVATIONPERCEPTIONLEARNINGBELIEFANDATTITUDECULTURALFACTORS文化因素CULTURETHESETOFBASICVALUES,PERCEPTIONS,WANTS,ANDBEHAVIORSLEARNEDBYAMEMBEROFSOCIETYFROMFAMILYANDOTHERIMPORTANTINSTITUTIONSSUBCULTUREAGROUPOFPEOPLEWITHSHAREDVALUESYSTEMSBASEDONCOMMONLIFEEXPERIENCESANDSITUATIONSTHEYHAVETHEIROWNDISTINCTMODESOFBEHAVIOR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。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。SOCIALCLASSES社会阶层RELATIVELYPERMANENTANDORDEREDDIVISIONSINASOCIETYWHOSEMEMBERSSHARESIMILARVALUES,INTERESTS,ANDBEHAVIORS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。SOCIALFACTORSGROUPSANDOPINIONLEADERFAMILYROLESANDSTATUSGROUPSANDOPINIONLEADER群体和意见领袖GROUPTWOORMOREPEOPLEWHOINTERACTTOACCOMPLISHINDIVIDUALORMUTUALGOALSPERSONWITHINAREFERENCEGROUPWHO,BECAUSEOFSPECIALSKILLS,KNOWLEDGE,PERSONALITY,OROTHERCHARACTERISTICS,EXERTSINFLUENCEONOTHERS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。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。FAMILYTHEFAMILYISTHEMOSTIMPORTANTCONSUMERBUYINGORGANIZATIONINSOCIETYMARKETERSAREINTERESTEDINTHEROLESANDINFLUENCEOFTHEHUSBAND,WIFE,ANDCHILDRENONTHEPURCHASEOFDIFFERENTPRODUCTSANSERVICESROLESANDSTATUS角色和地位ROLESDEFINEBEHAVIORTHATMEMBERSOFAGROUPEXPECTOFINDIVIDUALSWHOHOLDSPECIFICPOSITIONSWITHINITSTATUSISTHERELATIVEPOSITIONOFANYINDIVIDUALMEMBERINAGROUP每个人在群体中的位置可以用角色和地位来界定。角色是在群体中人们被期望进行的活动内容。每个角色都具有一定的地位，反映着社会的综合评价。PERSONALFACTORSAGEANDLIFECYCLESTAGEOCCUPATIONECONOMICSITUATIONLIFESTYLEPERSONALITYANDSELFCONCEPTLIFESTYLEAPERSONSPATTERNOFLIVINGASEXPRESSEDINHISORHERACTIVITIES,INTERESTS,ANDOPINIONS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）。PERSONALITYAPERSONSDISTINGUISHINGPSYCHOLOGICALCHARACTERISTICSTHATLEADTORELATIVELYCONSISTENTANDLASTINGRESPONSESTOHISORHEROWNENVIRONMENT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。BRANDPERSONALITYTHESPECIFICMIXOFHUMANTRAITSTHATMAYBEATTRIBUTEDTOAPARTICULARBRAND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。SELFCONCEPTORSELFIMAGETHEBASICSELFCONCEPTPREMISEISTHATPEOPLESPOSSESSIONSCONTRIBUTETOANDREFLECTTHEIRIDENTITIESTHATIS,“WEAREWHATWEHAVE”MARKETERSSHOULDUNDERSTANDTHERELATIONSHIPBETWEENCONSUMERSELFCONCEPTANDPOSSESSIONS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。SELFCONCEPTTHEORYTHECONSUMERSSELFCONCEPTAPERSONSMULTIFACETEDOFHIMSELF/HERSELFPLAYSANIMPORTANTROLEINCONSUMERBEHAVIORTHESELFCONCEPTHASFOURCOMPONENTSREALSELF,SELFIMAGE,LOOKINGGLASSSELF,ANDIDEALSELFPSYCHOLOGICALFACTORSMOTIVATIONPERCEPTIONLEARNINGBELIEFANDATTITUDENEEDSANDMOTIVESANEEDISANIMBALANCEBETWEENTHECONSUMERSACTUALSTATEANDDESIREDSTATEMOTIVEDRIVEANEEDTHATISSUFFICIENTLYPRESSINGTODIRECTTHEPERSONTOSEEKSATISFACTIONOFTHENEEDPHYSIOLOGICALNEEDSSAFETYNEEDSSOCIAL/BELONGINGNESSNEEDSESTEEMNEEDSSELFACTUALIZATIONNEEDSPERCEPTIONSTHEPROCESSBYWHICHPEOPLESELECT,ORGANIZE,ANDINTERPRETINFORMATIONTOFORMAMEANINGFULPICTUREOFTHEWORLD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。THREEPERCEPTUALPROCESSES感知的筛选过程SELECTIVEATTENTIONTHETENDENCYFORPEOPLETOSCREENOUTMOSTOFTHEINFORMATIONTOWHICHTHEYAREEXPOSED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。SELECTIONDISTORTIONTHETENDENCYOFPEOPLETOINTERPRETINFORMATIONINAWAYTHATWILLSUPPORTWHATTHEYALREADYBELIEVE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。SELECTIVERETENTIONTHETENDENCYTORETAININFORMATIONTHATSUPPORTSTHEIRATTITUDESANDBELIEFSANDFORGETOTHERS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LEARNINGCHANGESINANINDIVIDUALSBEHAVIORARISINGFROMEXPERIENCELEARNINGINAMARKETINGCONCEPTREFERSTOIMMEDIATEOREXPECTEDCHANGESINCONSUMERBEHAVIORASARESULTOFEXPERIENCE学习是指由经验所引起的个人行为的改变。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。BELIEFANDATTITUDE信念和态度BELIEFADESCRIPTIVETHOUGHTTHATAPERSONHOLDSABOUTSOMETHINGATTITUDEAPERSONSCONSISTENTLYFAVORABLEORUNFAVORABLEEVALUATIONS,FEELINGS,ANDTENDENCIESTOWARDANOBJECTORIDEA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。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。TYPESOFBUYINGDECISIONBEHAVIORCOMPLEXBUYINGBEHAVIORCONSUMERBUYINGBEHAVIORINSITUATIONSCHARACTERIZEDBYHIGHCONSUMERINVOLVEMENTINAPURCHASEANDSIGNIFICANTPERCEIVEDDIFFERENCESAMONGBRANDS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。DISSONANCEREDUCINGBUYINGBEHAVIORCONSUMERBUYINGBEHAVIORINSITUATIONSCHARACTERIZEDBYHIGHINVOLVEMENTBUTFEWPERCEIVEDDIFFERENCESAMONGBRANDS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。HABITUALBUYINGBEHAVIORCONSUMERBUYINGBEHAVIORINSITUATIONSCHARACTERIZEDBYLOWCONSUMERINVOLVEMENTANDFEWSIGNIFICANTPERCEIVEDBRANDDIFFERENCES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。VARIETYSEEKINGBUYINGBEHAVIORCONSUMERBUYINGBEHAVIORINSITUATIONSCHARACTERIZEDBYLOWCONSUMERINVOLVEMENTBUTSIGNIFICANTPERCEIVEDBRANDDIFFERENCES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。THEBUYERDECISIONPROCESS购买决策过程NEEDRECOGNITIONTHEFIRSTSTAGEOFTHEBUYERDECISIONPROCESSINWHICHTHECONSUMERRECOGNIZESAPROBLEMORNEED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。INFORMATIONSEARCHTHESTAGEOFTHEBUYERDECISIONPROCESSINWHICHTHECONSUMERISAROUSEDTOSEARCHFORMOREINFORMATIONTHECONSUMERMAYSIMPLYHAVEHEIGHTENEDATTENTIONORMAYGOINTOACTIVEINFORMATIONSEARCH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。INFORMATIONSEARCHINTERNALSOURCESGROUPSOURCESMARKETINGSOURCESPUBLICSOURCESEXPERIMENTALSOURCESALTERNATIVEEVALUATIONTHESTAGEOFTHEBUYERDECISIONPROCESSINWHICHTHECONSUMERUSESINFORMATIONTOEVALUATEALTERNATIVEBRANDSINTHECHOICESET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。PURCHASEDECISIONTHESTAGEOFTHEBUYERDECISIONPROCESSINWHICHTHECONSUMERACTUALLYBUYSTHEPRODUCT购买决策是指实际执行或不选择购买的活动。POSTPURCHASEBEHAVIOR购买后行为THESTAGEOFTHEBUYERDECISIONPROCESSINWHICHCONSUMERSTAKEFURTHERACTIONAFTERPURCHASEBASEDTHEIRSATISFACTIONORDISSATISFACTIONCOGNITIVEDISSONANCEBUYERDISCOMFORTCAUSEDBYPOSTPURCHASECONFLICT购买后，消费者的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。THEADOPTIONPROCESSFORNEWPRODUCTSTHEMENTALPROCESSTHROUGHWHICHANINDIVIDUALPASSESFROMFIRSTHEARINGABOUTANINNOVATIONTOFINALADOPTION采用是指个人初次听到一种创新到最终采用的心理过程。STAGESINTHEADOPTIONPROCESSAWARENESS（知晓）INTEREST（兴趣）EVALUATION（评价）TRIAL（试用）ADOPTION（采用）TIMEOFADOPTIONOFINNOVATIONS扩散曲线25INNOVATORS135EARLYADOPTERS34EARLYMAJORITY34LATEMAJORITY16LAGGARDS2OOO所有人都接受只是不同的阶段DETERMINANTSOFADOPTIONRATE1RELATIVEADVANTAGE2COMPATIBILITY3COMPLEXITY4POSSIBILITYOFTRIALUSE5OBSERVABILITY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。CHAPTER7CUSTOMERDRIVENMARKETINGSTRATEGYCREATINGVALUEFORTARGETCUSTOMERS顾客驱动的营销战略为目标顾客创造价值STEPSINMARKETSEGMENTATION,TARGETING,ANDPOSITIONINGSTPMARKETSEGMENTATION市场细分DIVIDINGAMARKETINTODISTINCTGROUPSOFBUYERSONTHEBASISOFNEEDS,CHARACTERISTICS,ORBEHAVIORWHOMIGHTREQUIRESEPARATEPRODUCTSORMARKETINGMIXESTHEDIVISIONOFTHETOTALMARKETINTOSMALLERANDRELATIVELYHOMOGENEOUSGROUPSINORDERTOSATISFYTHEIRNEEDSBETTER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。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。MARKETTARGETING选择目标市场THEPROCESSOFEVALUATINGEACHMARKETSEGMENTSATTRACTIVENESSANDSELECTINGONEORMORESEGMENTSTOENTER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ACTUALLYDIFFERENTIATINGTHEFIRMSMARKETOFFERINGTOCREATESUPERIORCUSTOMERVALUE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ARRANGINGFORAPRODUCTTOOCCUPYACLEAR,DISTINCTIVE,ANDDESIRABLEPLACERELATIVETOCOMPETINGPRODUCTSINTHEMINDSOFTARGETCONSUMERS使产品处于有竞争力的地位，并设计详细的市场营销组合。SEGMENTINGCONSUMERMARKETSSEGMENTINGCONSUMERMARKETSDETAILSGEOGRAPHICSEGMENTATION地理细分DIVIDINGAMARKETINTODIFFERENTGEOGRAPHICALUNITSSUCHASNATIONS,STATES,REGIONS,COUNTIES,CITIES,ORNEIGHBORHOODS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。SELECTCUSTOMERSTOSERVESEGMENTATIONTARGETINGDECIDEONAVALUEPROPOSITIONDIFFERENTIATIONPOSITIONINGCREATEVALUEFORTARGETEDCUSTOMERSDEMOGRAPHICSEGMENTATION人口细分DIVIDINGAMARKETINTOGROUPSBASEDONVARIABLESSUCHASAGE,GENDER,FAMILYSIZE,FAMILYLIFECYCLE,INCOME,OCCUPATION,EDUCATION,RELIGION,RACE,GENERATION,ANDNATIONALITY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。PSYCHOGRAPHICSEGMENTATION心理细分DIVIDINGAMARKETINTODIFFERENTGROUPSBASEDONSOCIALCLASS,LIFESTYLE,ORPERSONALITYCHARACTERISTICS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。BEHAVIORALSEGMENTATION行为细分DIVIDINGAMARKETINTOGROUPSBASEDONCONSUMERKNOWLEDGE,ATTITUDE,USE,ORRESPONSETOAPRODUCT根据人们对产品的了解、态度、反应和使用情况，将购买者分为不同的群体。上述四种市场细方法可综合使用BEHAVIORALSEGMENTATIONOCCASIONACCORDINGTOOCCASIONSWHENBUYERSGETTHEIDEATOBUY,ACTUALLYMAKETHEIRPURCHASE,ORUSETHEPURCHASEDITEMBENEFITACCORDINGTOTHEDIFFERENTBENEFITSTHATCONSUMERSSEEKFROMTHEPRODUCTUSERSTATUSNONUSERS,EXUSERS,POTENTIALUSERS,FIRSTTIMEUSERS,ANDREGULARUSERSUSAGERATELIGHT,MEDIUM,ANDHEAVYUSERSLOYALTYSTATUSACCORDINGTOTHEDEGREEOFLOYALTY行为细分时机打算购买、实际购买或使用的时间。利益购买寻求的好处是什么。使用者情况非使用者、潜在使用者使用率轻量、中度、重度使用者忠诚度对品牌或公司的不同忠诚度来划分CRITERIAFOREFFECTIVESEGMENTATION1MEASURABLETHEMARKETSEGMENTMUSTPRESENTMEASURABLEPURCHASINGPOWERANDSIZE2ACCESSIBLEMARKETERSMUSTFINDAWAYTOEFFECTIVELYPROMOTETOANDSERVETHEMARKETSEGMENT3SUBSTANTIALMARKETERSMUSTIDENTIFYSEGMENTSSUFFICIENTLYLARGETOGIVETHEMGOODPROFITPOTENTIAL4DIFFERENTIABLE5ACTIONABLETHEFIRMMUSTTARGETANUMBEROFSEGMENTSTHATMATCHITSMARKETINGCAPABILITIES有效细分的要求1可测量性细分市场的规模、购买力等可以测量。2可接近性细分市场能够接近并提供服务。3重要性细分市场足够大，带来足够赢利4可辨别性细分市场对不同营销组合有不同反应5可操作性能够设计有效的方案吸引并服务于细分市场。TARGETMARKETASETOFBUYERSSHARINGCOMMONNEEDSORCHARACTERISTICSTHATTHECOMPANYDECIDESTOSERVE目标市场一个消费者群体，他们有共同的需求或特点，公司为这些需求服务。THREEALTERNATIVEMARKETCOVERAGESTRATEGIESUNDIFFERENTIATEDMARKETINGAFIRMPRODUCEORPROMOTEONLYONEPRODUCTTOALLCUSTOMERSDIFFERENTIATEDMARKETINGAFIRMPROMOTESNUMEROUSPRODUCTSTOSATISFYSMALLERSEGMENTSCONCENTRATEDMARKETINGAFIRMFOCUSESITSEFFORTSONPROFITABLYSATISFYINGONLYONEMARKETSEGMENTTHEPRACTICEOFTAILORINGPRODUCTSANDMARKETINGPROGRAMSTOTHENEEDSANDWANTSOFSPECIFICINDIVIDUALSANDLOCALCUSTOMERGROUPSINCLUDESLOCALMARKETINGANDINDIVIDUALMARKETINGMICROMARKETING微市场营销根据特定个人和特定地区的口味调整产品和营销策略。COMPANYMARKETINGMIXMARKETCOMPANYMARKETINGMIX1COMPANYMARKETINGMIX2COMPANYMARKETINGMIX31UNDIFFERENTIATEDMARKETINGSEGMENT1SEGMENT2SEGMENT32DIFFERENTIATEDMARKETINGCOMPANYMARKETINGMIXSEGMENT1SEGMENT2SEGMENT33CONCENTRATEDMARKETING选择目标细分市场1无差异（大众）营销2差异化（细分市场）营销3集中（补缺市场）营销4微市场营销（本地或个人营销）CHOOSINGTARGETMARKETSTRATEGY选择目标市场策略COMPANYRESOURCES公司的资源PRODUCTVARIABILITY产品种类PRODUCTSLIFECYCLESTAGE产品生命周期MARKETVARIABILITY市场的差异性COMPETITORSMARKETINGSTRATEGIES竞争对手的营销战略CHAPTER8PRODUCT,SERVICES,ANDBRANDINGSTRATEGY产品、服务和品牌战略PRODUCTANYTHINGTHATCANBEOFFEREDTOAMARKETFORATTENTION,ACQUISITION,USE,ORCONSUMPTIONTHATMIGHTSATISFYAWANTORNEED产品是向市场提供的，引起注意、获取、使用或消费，以满足欲望或需要的任何东西。LEVELSOFPRODUCTANDSERVICES产品层次理论COREPRODUCTWHATISTHEBUYERREALLYBUYINGACTUALPRODU