Marketing Management市场管理.docVIP

Chapter 1 marketing management 1.1marketing management philosophies??营销管理哲学 We define marketing management as the analysis ,planning,implementation,and control of programs designed to create,build,and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.我们定义营销管理为分析、计划、执行和控制的程序设计以用来与目标买家创造、建造、和维持有益的交流为目的从而实现组织目标。 1.1.1 the production,product,and selling concepts The production concept:生产理念: It holds the philosophy that consumers will favor those products that are widely available and low in cost.生产理念认为消费者青睐的产品将被广泛使用和低成本。 The product concept:产品理念: it holds that consumers will favor products that offer the most quality,performance,and innovative features.产品理念认为消费者青睐能提供最棒的产品质量、性能、创新特点的产品。 The selling concept:推销观念:it holds that consumers will not buy enough of the organizations products unless it undertakes a large-scale selling and promotion effort.推销观念认为消费者不会购买足够的组织的产品,除非它进行了一次大规模的销售和促销。 1.1.2 the marketing concept and societal marketing concept营销观念和社会营销观念 The marketing concept :it holds that achieving organizational goals depends on integrating marketing activities toward determining and satisfying the needs and wants of target markets more effectively and efficiently and efficiently than competitors do.营销观念认为实现组织目标，整合营销活动，取决于比竞争对手对确定和满足目标市场需求更有效、更有效率。 Four pillars for marketing concept四柱营销理念 Target market ; customer needs( stated needs 明确的需要;real needs; unstated needs阐明的需要; delight needs喜爱的需要; secret needs); integrated marketing; profitability 盈利 The societal marketing concept It holds that the organizations task is to determine the needs ,wants, and interests of target markets and to deliver the desired satisfactions more effectively and effectively than competitors do in a way that preserves or enhances the consumers and the society s well-being社会营销理念认为组织的任务是比竞争对手更有效地做一个负责任的行为或提高消费者和社会的福祉，以确定目标市场的需求、欲望、和利益并交付预期的满意度 1.2 market segmentation, market targeting and positioning 1.3 relationship marketi