市场营销学框架图word版本

1、【市场营销学结课作业】?市场营销原理?自绘知识框架图从顾客身上获取价值作为回报理解市场和顾客需求设计顾客驱动的营销战略研究消费者和市场选择所要服务的顾客：市场细分与瞄准建立活力的顾客关系并使顾客快乐顾客关系管理：与所选择的顾客建立牢固关系从顾客身上获取价值来创造利润和顾客资产创造满意、忠诚的顾客定价：创造真正的价值伙伴关系管理与营销伙伴建立牢固关系获取顾客终身价值利用营销技术分销：治理需求和供给链促销：沟通价值方案治理全球市场保证符合伦理和社会责任提升市场份额和客户份额Chapter1:治理有价值的客户从关键词理解营销定义DemandPotentialcustomerExtentofsatis

2、factionCompanyJMarketingstrategyf/Product&serviceCCustomersatisfactionActualcustomerCustomer-driven|Conveyvalue&experience2021-6-26Chapter1:治理有价值的客户Underingthemarketplaceandthecustomerneeds一ITakeactionChapter3PreparingmarketingplanandprogramChapter2CapturevaluefromcustomersNewlandscapeChapte

3、r2:企业战略和营销战略：协同构建客尸关系Publics2021-6-26MarketingenvironmentMarketinginformationMarket2021-6-26消费者市场ModelofbuyerbehaviorMarketingandBuyersBlackBoxBuyerResponsesOtherStimuliMarketingBuyerCharacteristicsProductChoiceProductBuyerDecisionProcessBrandChoicePriceDealerChoicePlacePromotionOtherPurchaseTimingE

4、conomicPurchaseAmountTechnologicalPoliticalCulturalFactorsCulturalSocial1PersonalPsychologicalCultureReferenceAgeandlifeLcyclestagegroupsOccupationMotivation11SubcultureFamilyEconomicPerceptionsituationLearningBuyerRolesandLifestyleBeliefsandSocialclassstatusPersonalityatitudesandself-I|conceptTypes

5、andprocess2021-6-26TheenvironmentThebuyingorganizationBuyerresponseModelofbuyerbehaviorMarketingstimuliOtherstimuliThebuyingcenterProductPricePlacePromotionEconomicTechnologicalPoliticalCulturalCompetitiveBuyingdecisionprocessInterpersonalandindividualinfluencesProductorServicechoiceSupplierchoiceOr

6、derquantitiesDeliverytermsandtimesServicetermsPaymentEnvironmentalFactorsEconomicdevelopmentsSupplyconditionsTechnologicalchangesPoliticandregulatoryDevelopmentCultureandCustomsOrganizationalObjectivesPoliciesProceduresOrganizationalStructueSystemsInterpersonalAuthorityStatusEmpathyPersuasivenessInd

7、ividualAge-EducationJobpositionPersonalityRiskattitudes2021-6-26srotcaFChapter7:市场细分、选择目标市场与市场定位GeographicsegmentationDemographicsegmentationPsychographicSegmentationBehavioralsegmentationUndifferentiated;marketingDifferentiatedmarketingkChoosetargetmarketingstrategyConcentratermarketingMoreForMoreM

8、oreForThesameMoreForLessPositioningforcompetitiveadvantageLl|BenelThesameForLessLessForMuchless2021-6-26Price副标题AugmentedproductBrandSevicesmarketingBrandingAfter-saleserviceActualproductDeliveryandcreditChapter8:product,service,andbandingstrategyPart3副标题LabelingBrandextensionBranddevelopmentInstall

9、ationWarrantyDesignPackagingnameCoreFraturesbenefitThreelevelsofproductDecisionprocessVariabilityInseparabilityIntangibilityOrganizations,persons,places,andideasPackagingIndustrialproductsProductSupportServicesProductattribudesBrandingConsumerproductsLineextensionsManagingbrandBuildingastrongBrandBr

10、andnameselectionBrandingpositioningPerishabilityChapter 9 :new-productdevelopmentandproductlife-cyclestrategiesLife-cycleGrowthChapter 10 :pricingproduct"Internalfactors/“Externalfactors-、飞MarketingobjectivesMarketingmixstrategycostOrganizationalconsiderationsPricingdecisionsOthers,likeeconomy,

11、resells,governmentNatureofthemarketanddemandCompetitionGeneralpricingapproachesCost-basedpricingValue-basedpricingCompetition-basedpricing2021-6-26Part3Chapter 11 :pricingstrategiesNew-productPricingstrategyProductmixMarket-skimmingpricingMarket-penetationpricingProductlinepricingOptional-productpri

12、cingpricingBy-productpricingProductbundlepricing2021-6-26Chapter 12 :marketingchannelsandsupplychainmanagement垂直营销系统水平营销系统渠道行为和营销系统Type混合营销系统2021-6-26非零售业的开展独立批发商批发商营销决策制造商和零售商的分支和办公室零售商营销组合零售集中产品和效劳种类价格促销分销地点零售商生命周期缩短巨型零售商的兴起上要奉售商的全球,庄扩张作为“社区群体和“聚集场所的零售店大批发商大零售商界限模糊化2021-6-26Chapter14:整合营销沟通战略手段T人员治理过程人员销售过程-2021-6-26平衡顾客导向和竞争者导向2021-6-26销售商销售商“转头加水泥型的店面渠道电子商务渠道“鼠