市场营销概论双语解读.pptVIP

Marketing Reading List: Philip Kotler， Principles of Marketing 11th ,清华大学出版社 （翻译本） 吴健安，市场营销学（第二版），高等教育出版社，2004 吕一林，现代市场营销学，清华大学出版社，2004 Marketing: Managing Profitable Customer Relationships管理营利性客户关系 Chapter 1 Learning Goals Define marketing and the marketing process. Explain the importance of understanding customers and identify the five core marketplace concepts Discuss the marketing management orientations. Discuss customer relationship management and creating value for and capturing value from customers Describe the major trends and forces changing the marketing landscape What is Marketing? Marketing Defined: “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others” “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。” The Marketing ProcessA Five-Step Process市场营销5步工作法 Understand the marketplace and customer needs and wants Design a customer-driven marketing strategy Construct a marketing program that delivers superior value Build profitable relationships and create customer delight Capture value from customers to create profits and customer quality Understanding the Marketplace了解市场营销 Needs, wants, and demands Marketing offers: including products, services and experiences Value and satisfaction Exchange, transactions and relationships Markets Need 需要 State of felt deprivation Example: Need food Wants 欲望 The form of needs as shaped by culture and the individual Example: Want a Big Mac Demands 需求 Wants which are backed by buying power Understanding the Marketplace Needs, wants, and demands Marketing offers: including products, services and experiences Value and satisfaction Exchange, transactions and relationships Markets Marketing offer 营销供给 Combination of products, services, information or experiences that satisfy a need or want Offer may include services, activities, people, places, information or ideas Understanding the Marketplace Needs, wan