营销学原理期末总复习科特勒.docVIP

Marketing Chapter 1 ★Customer equity 客户资产 Customer perceived value 顾客感知价值 ★Customer satisfaction 顾客满意 Marketing myopia 营销近视 Share of customer 客户份额：指顾客在同类产品中购买本公司产品的比例 Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. 企业为了从顾客身 上获得利益回报，创造顾客价值和建立牢固顾客关系的过程。 营销过程：1.了解市场及顾客需求和欲望(understand the marketplace and customer needs and wants)， 2. 设计顾客驱动的营销战略(design a customer-driven marketing strategy)， 3.构建传递卓越价值的营销方案 (construct an integrated marketing program that delivers superior value)， 4. 建