桂电市场营销期末复习提纲(清华大学出版第13版).docx

P29 市场营销的概念Marketing:creating and capturing customer valueDefining Marketing :Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.Market:the set of all actual and potential buyers of a product or serviceMarket=Population + Income+ Purchasing desireSatisfy customer needsP33-P35 五种观念1. Production Concept：Consumers prefer products that are widely available and inexpensive2. Product Concept：Consumers favor products thatoffer the most quality, performance,or innovative features3. Selling Concept：Consumers will buy products only ifthe company aggressivelypromotes/sells these products4. Marketing Concept：Focuses on needs/ wants of target markets delivering value better than competitors5.Societal Marketing Concept：Marketing strategy should deliver value to customers in a way that maintains or improves both the consumer’s and society’s well-beingP91 P95营销环境3.1 MicroenvironmentMarteting P91 (Actors in the Microenvironment)1.The Company:◆Departments within the company impact marketing planning.2.Suppliers:◆help create and deliver customer value.◆Treat suppliers as partners.3.Marketing intermediaries:◆help sell, promote, and distribute goods.◆Intermediaries take many forms.4.Competitors:◆markets must be studied.◆Consumer, business, government, reseller and international markets exist.◆Successful companies provide better customer value than the competition.◆Size and industry position help to determine the appropriate competitive strategy.5.Publics:◆Financial◆Media◆Government◆Local◆General◆Internal◆Citizen Action6.Customers: ◆most important actors in the Company’s microenvironment. ◆markets must be studied.◆The aim of the entire value delivery system is to serve target customers and create strong relationships with them. ◆Successful companies provide better customer value than the competition.◆Size and industry position help to dete