Marketing_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: communicate the value proposition Build Profitable Relationships and Create Customer Delight Customer Relationship Management: build strong relationships with chosen customers Partner Relationship Management: build strong relationships with marketing partners Capture Value from Customers to Create Profits and Customer Equity Create satisfied, loyal customers Capture customer lifetime value Increase share of market and share of customer Marketing Management Orientations [P33] Five concepts under which organizations design and carry out their marketing strategies The Production Concept The Product Concept The Selling Concept The Marketing Concept The Societal Marketing Concept Balance three considerations in setting the marketing strategy: company profits, consumer wants, and society’s interest in terms of human welfare The Changing Marketing Landscape [P49] The Digital Age New ways to learn about and track customers Create products and services tailored to individual customer needs Marketers can target consumers more selectively and build closer, two-way customer relationships Rapid Globalization Marketers are connected globally with their customers and marketing partners The Call for More Ethics and Social Responsibility Marketers being called upon to take greater responsibility for the social and environmental impact of their actions The Growth of Not-for-Profit