2016年市场营销复习资料.docVIP

Chapter1 Marketing: the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. Needs: the state of deprivation of some satisfaction. Wants : the form taken by a human need as shaped by culture and individual personality. Demands: wants backed by ability and willingness to buy(buying power.) Market: the set of all actual and potential buyers of a product Or service.(现实和潜在购买者的集合) Production concept: the idea that consumers will favor products that are available and highly affordable and that the organization should therefore focus on improving production and distribution efficiency There are five alternative concepts under which organizations design and carry out their marketing strategies: the production,product,selling,marketing, and societal marketing concepts Chapter 2 strategic planning: the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. Steps in strategic planning: Top Management Strategic Planning Objectives and goals is made for the missions 指标：profit, market share, growth rate, environment, societal benefits, customers’ satisfactions and so on. The purpose of strategies planning: To find ways in which the company can best use its strengths to take advantage of attractive opportunities in the environment. BCG Portfolio Matrix： Relative market share High low star Question mark Cash cow dog Market Growth Rate high Low Star: High growth Market leaders require cash Cash cow: Low growth High market share High cash flow Dog: Low growth Low market share Minimal cash flow Question mark: High growth Low market share Need cash Poor profit margins Product/Market Expansion Grid： Existing products New products Market penetration(市场渗透)