市场营销原理_亚洲版复习整理.docVIP

.. .. Chapter 1 Marketing: Managing Profitable Customer Relationships Marketing: goal of marketing: attract new customers by promising superior value keep and grow current customers by delivering satisfaction definition (it involves satisfying customer needs) process: 1. Understanding the marketplace and customer needs Needs: physical needs (food, clothing, warmth, safety) social needs (belonging and affection) individual needs(knowledge, self-expression) Wants: wants are shaped by one’s society and are described in terms of objects that will satisfy needs. (Food—Big Mac, rice) Demands: given their wants and resources, people demand products with benefits that add up to the most value and satisfaction 需要（已有）→欲望→需求（创造） Market offerings: 营销对象 physical products services, activities or benefits offered for sale(not result in ownership) entities(persons, places, organizations, information, ideas) marketing myopia: 营销近视 　　　　　 the customer will have the same need but want the new product solution: look beyond the attributes and existing customer wants product benefits and experiences, and customer’s needs offer superior customer value(create brand experiences) e.g. Disney World, F1 race Customer value and satisfaction: customers form expectations about the value and satisfaction that various market offerings will deliver and buy accordingly 价值=总收益-总成本 marketers: set the right level of expectations Exchanges交换（包含donation）bring about a response(votes, membership, audience, acceptance) Relationship交易关系 goal: retain customers and grow their business Markets: marketing means managing markets to bring about profitable customer relationships Marketing system: actor: suppliers, company, competitors, intermediaries, final users affected by major environmental forces: demographi