营销学期末复习资料.doc

目錄 1. 第一章 2 關鍵詞 2 章節概要 2 複習題 3 2. 第二章 5 關鍵詞 5 章節概要 5 複習題 5 3. 第三章 7 關鍵詞 7 章節概要 7 複習題 8 4. 第五章 11 關鍵詞 11 章節概要 11 複習題 12 5. 第九章 14 關鍵詞 14 章節概要 14 複習題 15 6. 第十一章 17 關鍵詞 17 章節概要 17 複習題 18 7. 第十二章 21 關鍵詞 21 章節概要 21 複習題 22 8. 第十三章 25 關鍵詞 25 章節概要 25 複習題 26 Case study: 28 1. 第一章 關鍵詞 Need and want (p.12) Market (p.12) Marketing (p.9) Customer value (p.15) 4Ps /controllable marketing mix factors (p.13) Marketing program (p.16) Production era/sales era/marketing concept era/market orientation era （p.20） Form utility/time utility/place utility/possession utility (p.22) 章節概要 Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of goods, services, and ideas to create exchanges that satisfy individual and organizational objectives. This definition relates to two primary goals of marketing: discovering the needs of consumers and satisfying them.? Because an organization doesnt have the resources to satisfy the needs of all consumers, it selects a target market of potential customers - a subset of the entire market - on which to focus its marketing program.?3. Four elements in a marketing program designed to satisfy customer needs are product, price, promotion, and place. These elements are called the?marketing mix,?the?four Ps,?or the?controllable variables?because they are under the general control of the marketing department.?4. Environmental factors, also called?uncontrollable variables,?are largely beyond the organizations control. These include social, technological, economic, competitive, and regulatory forces.?5. Building on customer value and relationship marketing concepts, successful firms develop mutually beneficial long-term relationships with their customers.?6. In marketing terms, business history is divided into four periods: the production era, the sales era, the marketing concept era, and the current market orientation era. 6. 7. Marketing managers must balance consumer, organizational, and societal interests