考试复习资料C12.ppt

Chapter1 Marketing Marketing：the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. 市场营销:企业为客户创造价值,建立良好的客户关系,来吸引客户的价格作为回报的过程 How to create value for customers and build customers relationships：（步骤题）(课后习题一） 1.Understand the marketplace and customer needs and wants. 了解市场和客户的需求和希望。 2.Design a customer-driven marketing strategy. 设计一个以顾客导向的营销策略。 3.Construct an integrated marketing program that delivers superior value. 构建一个提供卓越的价值的整合营销计划 4.Build profitable relationships and create customer delight. 建立可获利的关系和使客户愉快。 5.Capture value from customers to create profits and customer equity. 从客户那获取价值来创造利润和客户权益。 一、Understand the marketplace and customer needs and wants.P6-8 五大核心消费者和市场概念 ⑴needs ,wants ,and demands Needs (the most basic concepts)：states of felt deprivation Wants ：the form human needs take as shaped by culture and individual personality. Demands ：human wants that are backed by buying power.购买力 一、Understand the marketplace and customer needs and wants.P6-8 五大核心消费者和市场概念 ⑵market offerings（products ,services ,and experiences） Market offerings：some combination of products ,services ,information ,or experiences offered to satisfy a need or want.市场供应:一些被提供的产品、服务、信息和经验的组合被提出满足需要或希望 Marketers must be careful to set the right level of expectation. If too low ,they may satisfy those who buy but fail to attract enough buyers. If too high ,buyers will be disappointed. 营销人员必须小心设置正确的期望水平。如果过低,他们可以满足那些购买但未能吸引足够的买家。如果太高,买家会失望。 一、Understand the marketplace and customer needs and wants.P6-8 五大核心消费者和市场概念 ⑶value and satisfaction价值观和满意度 ⑷exchanges and relationships Exchange：the act of obtaining a desired object from someone by offering something in return. 交换:从某人那获得所需的对从有人通过提供一些回报的行为 ⑸markets Market：the set of actual and potential buyers of a product or service. 各种定义 Marketing myopia：the mistake of paying more attention to the specific products a company offers than to the benefits an