市场营销整合技术报告.docVIP

理解21世纪的营销 营销的概念 营销既是一种组织职能，也是为了组织自身及利益相关者的利益而创造、传播、传递顾客价值，管理顾客关系的一系列过程。简单的说，就是满足需求的同时获利。（Marketing is an organizational function and a set of process for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.） Marketing management: The art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. What is marketed: goods, services, experiences, events, persons, places, properties, organizations, information, and ideas What is a market: Economists describe a market as a collection of buyers and sellers who transact over a particular product or product class A marketer is someone who seeks a response from another party, called the prospect. Needs（需要），Wants（欲望），and Demands（需求） Needs are the basic human requirements. The needs become wants when they are directed to specific object that might satisfy the need, and wants are shaped by ones society. Demands are wants for specific products backed by an ability to pay.（建立于经济基础之上） 营销哲学 生产导向—随处可得、价格低廉的商品，适合于发展中国家 The Production Concept–widely available and inexpensive, make sense in developing country 产品导向—高质量、高性能并且创新的商品 The Product Concept–consumers favor those products that offer the most quality, performance, or innovative features. 销售导向—积极地销售和推广“非渴望商品” The Selling Concept–most aggressively with unsought goods 营销导向—为顾客寻找适合的商品 The Marketing Concept–find the right products for customers 全方位营销导向—所有的事物都与营销有关 The Holistic Marketing Concept–Everything matters with marketing 全方位营销的内容 绩效营销Performance Marketing 财务可衡性Financial accountability—使用更多的财务指标评估其营销努力创造的直接价值和间接价值 社会责任营销Social responsibility marketing—组织的任务是在保持或强化消费者和社会福利的方式下，确定目标市场的需求、需要和兴趣，比竞争对手更有效果地、更有效率地传递顾客期望的满意 整合营销Integrated Marketing 关键主题 采用大量不同的营销活动来宣传和传递价值；协调所有的营销活动以实现其总体效果的最大化。 4P：产品Product、价格Price、地点Place、促销Promotion 4C：顾客解决方案、顾客成本、方便性、沟通 内部营销Internal Marketing 员工对塑造长