市场营销定义.pdf

一、市场营销定义 • 需要、欲望和需求是市场营销的出发点。其中，需求是指顾客对 某产品有购买力且有购买欲望。市场需求=人口×购买力×购买 欲望欲望 。。HumanHuman needsneeds areare statesstates ofof feltfelt deprivationdeprivation. TheyThey includeinclude basicbasic physicalphysical needs for food, clothing, warmth, and safety; social needs for belonging and affection; and individual needs for knowledge and self-expression. Wants are the form human needs take as they are shaped by culture and individual personality. Demands are humanhuman wantswants thatthat areare backedbacked byby buyingbuying powerpower. • 人的需要是感觉剥夺状态。它们包括食物，衣服，温暖和安全的基本生理需求，属于 和亲情的社会需求，以及对知识和自我表达的个性化需求。欲望的形式为人类需要采 取，因为它们是由文化和个体人格形成的。需求是由购买力支持的人类欲望。 • 价值和满意。价值=利益/成本=（功能利益+情感利益）/各种成 本（货币成本、时间成本、精力成本和体力成本）之和。 Customer pperceived value is the customer’s evaluation of the difference between all the benefits and all the costs of a market offering relative to those of competing offers. Customer satisfaction is the extent to which a product’s perceived performance matches a buyer’s expectations.顾客感知价值是所有的利益和市场 的全部费用提供相对于那些竞争性要约之差的客户的评价的全部费用提供相对于那些竞争性要约之差的客户的评价。。客户的满意就是客户的满意就是 其中一个产品的感知性能匹配买家的期望程度。 •• 产品产品是指满足顾客需求的商品和服务总和是指满足顾客需求的商品和服务总和。MarketMarket offeringsofferings areare some combination of products, services, information, or experiences offered to a market to satisfy a need or want. marketing myopia is the mistake of ppayyingg more attention to the sppecific pproducts a comppanyy offers than to the benefits and experiences produced by these products.市场上的产品是产品， 服务，信息，或者提供给市场以满足需要或想要体验的某种组合。营销近视 是比较注重公司提供，而不是由这些产品所产生的效益和经验的特定产品的 错误错误。 • 交换和关系。交换是指以提供某种回报而从他处换取所需产品的 行为；关系是指与顾客、中间商、供应商建立长期的彼此信任的 互利关系互利关系。Exchange is the act of obtaining a desired object from someone by offering something in return. Marketing consists of actions taken to build and maintain desirable exchange relationships with target audiencesaudiences involvinginvolving aa productproduct, service