市场营销双语 科特勒 亚洲版 期末总结超详细版..docxVIP

Chapter 1Marketing: managing profitable customer relationships营销：管理有价值的顾客关系What is marketing?A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others.广义上，营销是通过创造和交换产品及价值，从而使个人或群体满足欲望和需要的社会和管理过程。狭义上，营销是指和顾客建立有利可图、充满价值的交换关系。总之，营销就是企业为了从顾客身上获得利益回报、创造顾客价值和建立牢固顾客关系的过程。营销过程的五个步骤Understand the marketplace and customer needs and wants了解市场及顾客需求和欲望Design a customer-driven marketing strategy设计顾客驱动的营销战略Construct a marketing program that delivers superior value构建传递卓越价值的营销方案Build profitable relationships and create customer delight建立有利可图的关系，并使顾客满意Capture value from customers to create profits and customer quality从顾客身上收获价值，从而创造利润和顾客资产顾客驱动下的营销战略Selecting customers to serve 选择服务对象What customers will we serve?Marketers select customers that can be served profitably通过把市场划分为不同的顾客和选择它将要针对的那部分顾客来实现。营销管理者必须决定目标顾客是谁，以及他们的需求水平、需求时间和性质Choosing a value proposition选择价值方案How can we serve these customers best?Includes the set of benefits or values a company promises to deliver to consumers to satisfy their needs公司承诺传递给顾客用来满足顾客需求的价值和利益的组合Understanding the MarketplaceNeeds, wants, and demandsMarketing offers: including products, services and experiencesValue and satisfaction Exchange, transactions and relationships MarketsDefinition should distinguish: Need, Want and DemandNeed: A state of felt deprivation.Want: The form taken by a human need as shaped by culture and individual personality.Demand: Human wants that are backed by buying power, or wants backed by ability and willingness to buy. 需要、欲望和需求需要：人们感到缺乏的一种状态。欲望：是由需要派生出的一种形式，它受社会文化和人们个性的限制。需求：具有支付能力的欲望就是需求，人们依据他们的欲望和支付能力来选择并购买能最大限度满足其欲望的产品。Marketing offerCombination of products, services, information or experiences that satisfy a need or want. Offer may include services, activities, people, places, information or ideas.营销供给物——产品、服务和体验营销供给物是提供给某个市场来满足某种需要和欲望的产品、服务、信息和体验的组合。更广义上，还包括人员、地点、组织、信息和思想等。如果过多地注重实物产品本身，而忽视产品所提供的利益，往往会导致错误，犯上“营销近视症”。Custo