2008级市场销复习1.docVIP

Chapter 1: Marketing concept and its purpose An organization should seek to make a profit by serving needs of customers Purpose of marketing concept is to rivet attention of marketing managers on serving broad classes of customer need The four components of a strategic plan Organizational Mission, Organizational objectives, Organizational strategies, Organizational portfolio plan Organizational mission (three key elements, the focuses of an effective mission statement, a key feature) Mission statement – In developing a mission statement, management must take into account Organization’s history Organization’s distinctive competitiveness Organization’s environment Mission statement should be Focused on markets rather than products Achievable Motivational Specific 3个Organizational strategies (详细掌握Organizational strategies based on products and markets, 即product-market matrix的具体内容；详细掌握Organizational strategies based on competitive advantage两种主要策略) Organizational growth based on products and markets Market penetration strategies Market development strategies Product development strategies Diversification Organizational strategies based on competitive advantage Ability to outperform competitors in providing something that the market values Porter suggests strategies based on cost leadership and differentiation The three interrelated tasks of marketing plan Establishing marketing objectives Selecting the target market Developing the marketing mix Marketing mix (four major decision areas) Product, price, promotion, place Chapter 2: The role of marketing research Process by which information about environment is generated, analyzed, and interpreted Aids decision making and is not a substitute for it Can reduce risks associated with managing marketing strategies Vital for investigating the effects of various marketing strategies after implementation The Five Ps of the research process Purpose of the Research, Plan of the Research, Performance of the research, Processing of r