市场营销双英考试.doc

Customer Needs, Wants, demands需要、欲望和需求 1.Human needs are states of felt deprivation. They include basic physical needs, social needs, and individual needs. 2.Wants are the form human needs take as they are shaped by culture and individual personality. 3.When backed by buying power, wants become demands. Given their wants and resources, people demand products with benefits that add up to the most value and satisfaction. 市场The market is to point to reality and potential buyers of the total, and is the demand of the customers by has a specific form. 市场 = 需求 + 交换=人口 + 购买力 + 购买欲望 产品Be used to meet the need or desire of human some tangible goods or service; 营销Marketing is managing profitable customer relationships. the role of marketing ：Marketing is the management of exchange relationships; importance of the customer satisfactions ：Marketing is concerned with meeting business objectives by providing customer satisfactions; 效用、价值和满足Utility, value and satisfaction The utility of the products and the values are people choose to purchase the basis of the standard, it is to buy products customers get to meet the degree of subjective feeling and the judgment. 市场营销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. 基本要素Product、Price、Place、Promotion （4P） 市场营销的功能 创造市场现代营销He is from the standpoint of the seller, to buy a house for object, in a constantly changing market environment, customer demand as the center, through the trading program, providing and guide of goods or services to our clients, and meet customer needs and interests, profit enterprise comprehensive activities. 现代营销基本过程Basic process1, organization survey to collect data, analyze the market; 2, determine the enterprise marketing target and service marketing policy; 3, formulate service marketing decision; 4, service marketing planning, implementation and control; 传统市场营销与现代