MKT期末范围.docxVIP

1.what is marketing?[p3-4]定义：The activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.解释：○“The activity, set of institutions, and processes” means the adoption of way of doing business that puts the market at the heart of decisions.采用做生意的方式,将市场的核心决策。○“creating, communicating, delivering” means developing a good ,service or idea that is promoted and distributed to customers in the right place at the right time.发展好一个是促进和分发给客户在正确的时间在正确的位置的服务或想法。○“exchanging offerings” means a mutually beneficial exchange互惠互利的交换○“customers, clients, partners and society at large”means all the individuals and organisations.2.needs, wants,demand【p19】Needs :A day to day activityrequirements:food,shelter andclothing日常活动需求:食物、住所和衣服Wants: a desire,but not necessary for day to day survival愿望,但不是每天生存所必需的Demands :a want that a consumer has the ability to satisfy.一个希望,一个消费者有能力满足3.The social influences on consumer behavior【p 109-113】①Reference group: Any group to which an individual looks for guidance.Membership reference groups: Groups to which the individual belongs.Aspirational reference groups: Groups to which the individual would like to belong.Dissociative reference groups: Groups an individual does not wish to be associated with or which the individual may wish to leave.②Opinion leaderA reference group member who provides relevant and influential advice about a specific topic of interest to group members.Marketers will often attempt to identify opinion leaders and to influence them in their product attitudes and purchase behaviour.③FamilyFamily consumption decisions can be categorised into four types:autonomic decisions: Most household products are typically purchased by either the husband or wife wife-dominant decisions: Women still make the majority of household purchasing decisionshusband-dominant decisions: A small range of products are traditionally purchas