暨南大学市场营销复习提纲完整版..docVIP

CHAPTER1 Market（13）: A market consists of people with both the desire and ability to buy a specific product. Target market（14）: The target market consists of one or more specific groups of potential customers toward which an organization directs its marketing program. Marketing mix（14）: The marketing mix consists of the marketing manager’s controllable factors—product, price, promotion, and place (the 4Ps)—that can be taken to solve a marketing problem. Environmental factors（14）: Environmental factors are the uncontrollable factors involving social, economic, technological, competitive, and regulatory forces. Customer value（15）: Customer value is the unique combination of benefits received by targeted buyers that includes quality, price, convenience, on-time delivery, and both before-sale and after-sale service. Relationship marketing（16）: Relationship marketing links an organization to its individual customers, employees, suppliers, and other partners for their mutual long-term benefits. Marketing concept（20）: The marketing concept is the idea that an organization should (1) strive to satisfy the needs of consumers (2) while also trying to achieve the organization’s goals. Market orientation（20）: It means an organization focuses its efforts on (1) continuously collecting information about customers’ needs, (2) sharing this information across departments, and (3) using it to create customer value. Societal marketing concept（21）: The societal marketing concept is the view that an organization should discover and satisfy the needs of its consumers in a way that also provides for society’s well-being. Utility（23）: Utility is the benefits or customer value received by users of the product. 1、 What is marketing? （p8） Marketing is the process of developing, pricing, promoting, and distributing goods, services, and ideas to satisfy the needs of consumers. 2、What are the four marketing mix elements that make up the organization’s marketing program? (p14) Product, price,