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PartOne:UnderstandingofMarketing(Chapter1-Chapter4)2Whataretheydoing?Whataretheyneed?3•WhatisMarketi

ng?Oldsense:makingasale–“tellingandselling”Newsense:satisfyingcustomerneeds4•MarketingDefined(P.5)•Asoc

ialandmanagerialprocesswherebyindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingp

roductsandvaluewithothers.•市场营销是个人或组织通过创造、提供并同他人交换价值的产品或价值，以满足各自的需要和欲求的一种社会活动和管理过程。5•Coremarketingconcepts(P.6)CoreMarketingConceptsNeeds,W

ants,andDemandsProductsandServicesValue,Satisfaction,MarketsExchange,Transactions,andrelationships6•Needs,WantsandDemands(P.6)•Statesoffeltdepriva

tion（或缺）.•Theformtakenbyhumanneedsastheyareshapedbycultureandindividualpersonality.•Humanwantsthatarebackedbybuyingpower.Nee

dsWandsDemands7•ProductandService(P.6-7)•Anythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptio

nthatmightsatisfyawantorneed.•Anyactivityorbenefitthatonepartycanoffertoanotherthatisessentiallyintangib

leanddoesnotresultintheownershipofanything.ProductService8•Value,Satisfaction(P.9)•Thedifferencebetweenthev

aluesthecustomergainsfromowningandusingaproductandthecostofobtainingtheproduct.•Theextenttowhichaproduct’sper

ceivedperformancematchesabuyer’sexpectations.CustomervalueCustomersatisfaction9•Exchange,TransactionandRelationshipstheactofobtainingadesiredob

jectfromsomeonebyofferingsomethinginreturn.atradebetweentowpartiesthatinvolvesatleasttowthingsofagreement,andaplaceofagreemen

t.ExchangeTransactions10•Relationshipmarketing(P.9)Theprocessofcreating,maintaining,andenhancingstrong,value-ladenrelations

hipswithcustomersandotherstakeholders.•Market(P.10)thesetofallactualandpotentialbuyersofaproductorservice.1

1•AsimplemarketingsystemIndustry(acollectionofsellers)Market(acollectionofbuyers)Products-serviceMoneyCommunicationIn

formation12•Mainactorsandforcesinamodernmarketingsystem(P.10)SuppliersEndusermarketCompany(marketer)CompetitorsMarketingintermediari

esEnvironment13•Demarketing(P.11)Marketingtoreducedemandtemporarily;theaimisnottodestroydemandbutonlyt

oreduceorshiftit.14•Marketingmanagementphilosophies(P.12-14)ProductionconceptProductconceptSellingconceptMar

ketingconceptSocialmarketingconcept15•Productionconcept（生产观念）Themanagementshouldonlyfocusonimprovingproductionanddi

stributionefficiency.•Productconcept（产品观念）Theorganizationshoulddevoteitsenergytomakingcontinuousproductimprovements.16•Sellingconcept(推

销观念）Theconsumerswillnotbuyenoughoftheorganization’sproductsunlesstheorganizationundertakesalarge-scalesellingandpromot

ioneffort.•Marketingconcept（营销观念）Toachievingorganization’sgoalsdependsondeterminingtheneedsandwantsoftargetmarketsanddeliveringthedesiredsat

isfactionsmoreeffectivelyandefficientlythancompetitorsdo.17•Thesellingandmarketingconceptscontrasted(P.13)FactoryStartingpoint

FocusMeansEndsExistingproductsSellingandpromotingProfitthroughsalesvolumeMarketCustomerneedsIntegratedMarketing（整合营销）ProfitthroughCustomersatisf

actionThesellingconceptThemarketingconcept18•Societalmarketingconcept(社会营销观念）Theorganizationshoulddeliverthedesi

redsatisfactionstotheirtargetmarketeffectivelyandefficientlyinawaythatmaintainsorimprovestheconsumer’sandsociety

’swellbeing.19•SocietalMarketingconcept（社会营销观念P.14）SocialmarketingconceptSociety(Humanwelfare)Customers(Wantssatisfaction)Company(Profits)Three

considerationsunderlyingtheSocietalmarketingconcept20•Bionomicsmarketingconcept(生态学营销观念）Tofindthemarketdemandsthatfirm’sresourcescanbematchto.“6R”:

Righttime,Rightplace,Rightproduct,Rightprice,Rightway,toRightcustomer21•Marketingin“connected”millennium(P.23)ConnectingtechnologiesC

omputerInformationCommunicationTransportationConnectionswithCustomersConnectionswithWorldaroundusConnectionswithMarketingpartn

ers22•MarketingconnectionsConnectionswithCustomerConnectingmoreselectivelyConnectingforlifeConnectingdirectlyConnectionswithMarketingpar

tnerConnectinginsideThecompanyConnectingwithoutsidepartnersConnectionswiththeworldaroundusGlobalconnectionsConnectionsw

ithvaluesAndresponsibilityBroadenedconnections23•Marketingconnectionsintransition（P.33)TheOldMarketingThinkingTheNewMarketing

ThinkingConnectionswithcustomersBesalesandproductcenteredPracticemassmarketingFocusonproductsandsalesMakesalestocustomerGetnewcustomersGr

owshareofmarketServeanycustomerCommunicatethroughmassmediaMackstandardizedproductsConnectionswithcustomersBemarketandcustomercenteredTarge

tselectedmarketsegmentsorindividualsFocusoncustomersatisfactionandvalueDevelopcustomerrelationshipsKeepoldcustomersGrowshareofc

ustomerServeprofitablecustomer,“fire”losingonesConnectwithcustomersdirectlyDevelopcustomizedproductsConnectionswithmarketingpartnersLeavecustomersat

isfactionandvaluetosalesandmarketingGoitaloneConnectionswithmarketingpartnersEnlistalldepartmentsinthecauseofcustomersatisfactionan

dvaluePartnerwithotherfirmConnectionwiththeworldaroundusMarketlocallyAssumeprofitresponsibilityMarket

forprofitsConductcommerceinmarketplaceConnectionwiththeworldaroundusMarketlocallyandgloballyAssumeso

cialandenvironmentalresponsibilityMarketfornonprofitsConducte-commerceinmarketplace24•Marketingmanagemen

t(olddefine)theanalysis,planning,implementation,andcontrolofprogramdesignedtocreate,build,andmaintainbeneficialexchangeswithtargetbuyersforthepurpose

ofachievingorganizationalobjectives.25Marketingmanagement(newdefineP.11)•Theartandscienceofchoosingtargetmar

ketsandbuildingprofitablerelationshipswiththem.Thisinvolvesgetting,keeping,andgrowingcustomersthroughcreating,del

iveringandcommunicatingsuperiorcustomervalue.Thusitinvolvesmanagingdemand,whichinturninvolvesmanagingcustomerrelations

hips.26•ThetasksofMarketingmanagement(P.14)DemandManagementBuildingProfitableCustomerRelationshipsMarketingManagementPractice27•Marketingpra

cticestagesEntrepreneurialMarketing原始营销FormulatedMarketing程式营销IntrepreneurialMarketing创新营销28•Thecompany’sstrategicplanning(P.41)Definingthecompanymis

sionSettingcompanyobjectivesandgoalsDesigningthebusinessportfolioPlanning,marketingAndotherFunctionalstrategiesCorporateleverBusinessunitProd

uctandmarket明确公司使命设定公司目标规划业务组合制定营销计划29•TheBCGmatrix(P.47)LowhighRelativemarketshareHighlowStarDogQuestionmarkCashcow30201816141086

42010x4x2x1.5x1x0.5x0.4x0.3x0.2x0.1x市场成长率%654321178明星类问题类金牛类瘦狗类“波士顿矩阵”示意图相对市场占有率31•Product-marketexpansiongrit(P.48)ExistingmarketsExistingpr

oductsNewmarketsNewproductsMarketpenetrationMarketdevelopmentDiversificationproductdevelopment32Themarketingprocess

(P.54)ProfitableCustomerrelationshipsMarketpositioningProductPlacePromotionMarketingintermediariesCompetitorsPublcsSuppliers33MajorForceShapingtheIn

ternetAge(P.71)TheDigitalAgeDigitalizationconnectivityTheexplosionoftheinternetNewtypesofintermediariesCu

stomizationandcustomerization34•Customization(定制化）involvestakingtheinitiativetocustomizethemarketoffering.•Customerization：leavingittoindivid

ualcustomertodesignthemarketingoffering–allowingcustomertobeprosumersratherthanonlyconsumers.35•Marketingenvironment(P.106)Theactorsandforceso

utsidemarketingthataffectmarketingmanagement’sabilitytodevelopandmaintainsuccessfultransactionswithitstargetcustomers.36•Marke

tingenvironment(P.107)MarketingdepartmentMicro-environmentMacro-environment37•Themicroenvironment(P.107)Company’smarke

tingCompany’sInternalenvironmentSuppliersMarketingintermediariesCustomersCompetitorsPublics38•Thecom

pany’sinternalenvironmentMarketingTopmanagementFinanceR&DPurchasingManufacturingAccounting39•Themacro-enviro

nment（P.111）CompanyMicroenvironmentDemographicforcesEconomicforcesNaturalforcesTechnologicalforcesPoliticalforcesCulturalforce

s