Marketig_营销知识点小结.docVIP

Chapter 1- Marketing: Creating and Capturing Customer Value The Marketing Process [P29] Understand the Marketplace and Customer Needs and Wants Research customers and the marketplace Manage marketing information and customer data Design a Customer-driven Marketing Strategy Select customers to serve: Market Segmentation and Targeting Decide on a value proposition: Differentiation and Positioning Construct an Integrated Marketing Program that Delivers the Value Product and Service Design: build strong brands Pricing: create real value Distribution: manage demand and supply chains Promotion: