PrinciplesofMarketingOutline营销学原理题纲

1、Chapter1Marketing:ManagingProfitableCustomerRelationshipsWhatIsMarketing?1. Definition2. TheMarketingProcess二 Wavy/spreferreddefinitionUnderstandingtheMarketplaceandCustomerNeeds1. CustomerNeeds,Wants,andDemand2. MarketOfferingsProduct,Services,andExperiences3. CustomerValueandSatisfaction4. Exchang

2、esandRelationships5. Marketsarethesetofactualandpotentialbuyersofaproduct三 MarketingsystemElementsofaMarketingSystemDesigningaCustomer-DrivenMarketingStrategy1. Marketingmanagement2. SelectingCustomerstoServeMarketsegmentationTargetmarketing3. ChoosingaValueProposition4. MarketingManagementOrientati

3、ons四 ProductionconceptProductconceptSellingconceptMarketingconceptSocietalconceptBuildingCustomerRelationshipsCustomerRelationshipManagement(CRM)Chapter2CompanyandMarketingStrategy:一 PartneringtoBuildCustomerRelationshipsCompanywideStrategicPlanning:DefiningMarketing'sRoleStrategicPlanningforabu

4、sinessStrategicPlanning1. StepsintheStrategicPlanningProcessDefiningaMarket-OrientedMissionThemissionstatementMarket-orientedmissionstatementSettingCompanyObjectivesandGoalsBusinessobjectivesMarketingobjectivesDesigningtheBusinessPortfolio1)Definition1)Analyzingthebusinessportfolio1)Strategicbusines

5、sunit(SBU)1)TheBostonGroupApproacha.Growthsharematrixa.SBUsareclassifiedas:Stars;Cashcows;Questionmarks;Dogs.DevelopingStrategiesforGrowthandDownsizingProduct/marketexpansiongridProduct/marketexpansiongridstrategiesMarketpenetrationMarketdevelopmenti.Productdevelopmenti.DiversificationMarketingStrat

6、egyandtheMarketingMixMarketingStrategyCustomer-CenteredMarketingStrategyMarketsegmentationMarketsegmentTargetmarketingMarketpositioningDevelopingtheMarketingMixTheFourPsThe4PsversusThe4CsManagingtheMarketingEffortTheMarketingEffort1.MarketingAnalysis1.SWOTAnalysisChapter4ManagingMarketingInformation

7、一 AssessingMarketingInformationNeeds二 Marketinginformationsystem(MIS)DevelopingMarketingInformationMarketingResearchDefinitionStepsinthemarketingresearchprocessDefiningtheproblemandresearchobjectivesDevelopingtheresearchplanImplementingtheplanInterpretingandreportingthefindingsChapter5一 ConsumerMark

8、etsandConsumerBuyerBehaviorModelofConsumerBehaviorCharacteristicsAffectingConsumerBehaviorFactorsInfluencingConsumerBehaviorTypesofBuyingDecisionBehaviorComplexBuyingBehaviorDissonance-ReducingBuyingBehaviorHabitualBuyingBehavior1.Variety-SeekingBuyingBehaviorTheBuyerDecisionProcess1.Post-PurchaseDe

9、cisionCustomersatisfactionNewproductAdoptionprocess1.StagesintheAdoptionProcessAwarenessInterestEvaluationTrialAdoption1.IndividualDifferencesinInnovationEarlyadoptersEarlymajorityLatemajorityLaggardsAdoptionCategorizationontheBasisofRelativeTimeAdoptionofInnovationsChapter7Customer-DrivenMarketingS

10、trategy:CreatingValueforTargetCustomersChapterConcepts:(1) MarketSegmentation(2) MarketTargeting(3) DifferentiationandPositioningMarketSegmentationDefinition1.SegmentingConsumerMarkets1.Geographicsegmentation1.Demographicsegmentation1.Psychographicsegmentation1.Behavioralsegmentation1.Requirementsfo

11、rEffectiveSegmentationMeasurableAccessibleSubstantialDifferentiableActionable一 MarketTargeting1. EvaluatingMarketSegmentsTargetMarketingStrategiesDependson:CompanyresourcesProductvariabilityProductlife-cyclestageMarketvariabilityCompetitor'smarketingstrategiesDifferentiationandPositioningProduct

12、positionChoosingaTargetMarketChoosingaDifferentiationandPositioningStrategyChoosingtheRightCompetitiveAdvantageDevelopingaPositioningStatementChapter8Product,Services,andBrandingStrategy一 WhatIsaProduct二 Products,Services,andExperiencesServicesMarketing三 NatureandCharacteristicsofaServiceIntangibili

13、tyInseparabilityVariabilityPerishabilityWhatIsaProduct1. LevelsofProductandServices2. ProductandServiceClassifications四 Organizations,Persons,Places,andIdeasProductandServicesDecisions1.IndividualProductandServiceDecisions1.ProductLineDecisions1.ProductMixDecisionsBrandingStrategy:BuildingStrongBran

14、ds1. DefinitionofBrandequityandCustomerequity2. Brandstrategydecisionsinclude:3. Brandpositioning4. Brandnameselection5. BrandsponsorshipBranddevelopmentChapter9New-ProductDevelopmentandProductLife-CycleStrategies一New-ProductDevelopmentStrategy1. Afirmcanobtainnewproductsthrough:2. Acquisition3. New

15、-productdevelopment三 Reasonsfornewproductfailure二New-ProductDevelopmentProcessMajorStagesinNew-ProductDevelopmentIdeaGenerationConceptDevelopmentandTestingMarketingStrategyDevelopmentNew-ProductDevelopmentProcess四 CommercializationManagingNew-ProductDevelopmentSuccessfulnew-productdevelopmentshouldb

16、e:五 CustomercenteredTeamcenteredSystematicProductLife-CycleStrategies1. ProductLifeCycle2. ProductionLife-CycleStages3. ModifyingStrategies六 ProductionLife-CycleStagesAdditionalProductandServiceConsiderations1. ProductDecisionsandSocialResponsibility2. InternationalProductandServiceMarketingChapter1

17、01. PricingConceptsUnderstandingandCapturingCustomerValueChapterOutlineWhatIsaPrice?FactorstoConsiderWhenSettingPrices一WhatIsaPrice?Definition二FactorstoConsiderWhenSettingPrices1.CustomerPerceptionofValue1.CompanyandProductCosts1.CostsatDifferentLevelsofProduction1.CostsasaFunctionofProductionExperi

18、ence1.Break-EvenAnalysisandTargetProfitPricing1.OtherInternalandExternalConsiderationAffectingPriceDecisionsChapter11PricingProducts:PricingStrategiesChapterOutlineNew-ProductPricingStrategiesProductMixPricingStrategiesPriceAdjustmentStrategiesPriceChangesPublicPolicyandPricing一New-ProductPricingStrategies二 PricingStrategiesMarketskimmi