qsm营销作业.doc

2009660509 Qiu Shaomei 411368 Chapter 1.??Marketing:?Creating and Capturing Customer Value Define marketing and outline the steps in the marketing process. ?aMarketing is managing profitable customer relationships and it is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. ?A simple model of the marketing process: Understand the marketplace and customer needs and wants. Design a customer-driven marketing strategy. Construct an integrated marketing program that delivers superior value. Build profitable relationships and create customer delight. 2. Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts. Identifies the five core marketplace concepts： Needs, wants, and demands Market offerings Value and satisfaction Exchanges and relationships Markets Need: State of felt deprivation including physical, social, and individual needs. Physical, social, and individual needs Wants: Form that a human need takes, as shaped by culture and individual personality. Demand: Wants and Buying Power Marketing Offerings: Needs and wants are fulfilled through a Marketing Offer: Some combination of products, services, information, or experiences offered to a market to satisfy a need or want. Market offerings are not limited to physical products. They also include Products: Persons, places, organizations, information, and ideas. Services: Activity or benefit offered for sale that is essentially intangible and does not result in ownership. Brand experiences: Should immerse the consumer in the brand experience and may be intensely personal. Customer Value and Satisfaction Care must be taken when setting expectations for market offerings: If performance is lower than expectations, satisfaction is low. If performance is higher than expectations, satisfaction is high. Exchanges and Relationships Exchange: Act of obtaining a desir