市场营销学,中英第一章概要1.pptVIP

Customer Needs, Wants, and Demands客户的需要、欲望和需求 Types of needs 需要的种类 Physical needs 生理需要 Food, clothing, warmth, and safety 食物、衣服、温暖和安全等 Social needs 社会需要 Belonging and affection 归属感和情感 Individual needs 个人需要 Learning, knowledge, and self-expression 知识和自我表达 市场供应品－产品、服务和体验 Some combination of products, services, information, or experiences offered to a market to satisfy a need or want 市场供应品指提供给市场以满足各种需要和欲望的产品、服务、信息和体验的组合 Market Offerings—Products, Services, and Experiences Market Offerings—Products, Services, and Experiences市场供应品－产品、服务和体验 Not limited to physical products Include entities such as persons , places , organizations, information, and ideas 不仅限于实体产品 还包括一些其他的实体：如人、地点、组织、信息和观念等。 The U.S. Forest Service markets the idea of reconnecting young people with exploring the joys of nature firsthand 美国的森林服务中心以鼓励城市年轻人探索亲近自然的乐趣为营销点。 The mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products Marketing Myopia 错误地将注意力过多的集中在提供的具体产品而非这些产品所能带来的利益和体验上 营销短视症 Customer Value and Satisfaction客户价值与满意 Customers form expectations about the value and satisfaction that various market offerings will deliver If marketers set expectations too low, they may satisfy those who buy but fail to attract enough buyers If marketers set expectations too high, buyers will be disappointed 消费者的选择建立在他们所认知的所有产品或服务所传递的价值和满意度的基础上 如果将期望设定的过低，虽然会使购买者感到满意，但往往无法吸引到足够的购买者。 如果期望过高，购买者又会觉得失望。 Exchanges and Relationships交换和关系 Exchange: The act of obtaining a desired object from someone by offering something in return Relationships Marketing actions build and maintain exchange relationships with target audiences involving an idea, product, service, or other object Marketers build strong relationships by consistently delivering superior customer value 交换: 是指通过提供某物作为回报，从别人那里获得所欲之物的一种行为。 关系 同目标受众建立并保持交换关系所采取的所有行动——介入某种产品、服务和观念，或者抱有其他目标。 营销人员通过长久的提供高级客户价值来维系良好的客户关系。 The set of all actual and potential buyers of a product o