PrinciplesofMarketingOutline营销学原理题纲.docVIP

Chapter 1 Marketing: Managing Profitable Customer Relationships 一 What Is Marketing? Definition The Marketing Process Wavy’s preferred definition 二 Understanding the Marketplace and Customer Needs Customer Needs, Wants, and Demand Market Offerings—Product, Services, and Experiences Customer Value and Satisfaction Exchanges and Relationships Markets are the set of actual and potential buyers of a product Marketing system ? Elements of a Marketing System 三 Designing a Customer-Driven Marketing Strategy Marketing management Selecting Customers to Serve Market segmentation Target marketing Choosing a Value Proposition Marketing Management Orientations Production concept Product concept Selling concept Marketing concept Societal concept 四 Building Customer Relationships Customer Relationship Management (CRM) Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships 一 Companywide Strategic Planning: Defining Marketing’s Role Strategic Planning for a business Strategic Planning Steps in the Strategic Planning Process Defining a Market-Oriented Mission The mission statement Market-oriented mission statement Setting Company Objectives and Goals Business objectives Marketing objectives Designing the Business Portfolio Definition Analyzing the business portfolio Strategic business unit (SBU) The Boston Group Approach Growth share matrix SBUs are classified as: Stars; Cash cows; Question marks; Dogs. Developing Strategies for Growth and Downsizing Product/market expansion grid Product/market expansion grid strategies Market penetration Market development Product development Diversification 二 Marketing Strategy and the Marketing Mix Marketing Strategy Customer-Centered Marketing Strategy Market segmentation Market segment Target marketing Market positioning Developing the Marketing Mix The Four Ps The 4 Ps versus The 4 Cs 三． Managing the Marketing Effort The Marketing Effort Marketing Analysis SWOT Analysis Chapter 4 Managing Marketing Info