桂电市场营销期末复习提纲(清华大学出版第13版)

1、P29 市场营销的概念Marketing : creating and capturing customer valueDefining Marketing : Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.Market : the set of all actual

2、and potential buyers of a product or serviceMarket = Population + Income+ Purchasing desireSatisfy customer needsP33-P35 五种观念1. Production Concept ：Consumers prefer products that are widely available and inexpensive2. Product Concept ：Consumers favor products that offer the most quality, performance

3、, or innovative features3. Selling Concept：Consumers will buy products only if the company aggressively promotes/sells these products4. Marketing Concept：Focuses on needs/ wants of target markets & delivering value better than competitors5.Societal Marketing Concept：Marketing strategy should deliver

4、 value to customers in a way that maintains or improves both the consumers and societys well-beingP91 P95营销环境3.1 MicroenvironmentMarteting P91 (Actors in the Microenvironment)1.The Company : Departments within the company impact marketing planning.2.Suppliers: help create and deliver customer value.

5、 Treat suppliers as partners.3.Marketing intermediaries: help sell, promote, and distribute goods. Intermediaries take many forms.4.Competitors: markets must be studied.Consumer, business, government, reseller and international markets exist.Successful companies provide better customer value than th

6、e competition.Size and industry position help to determine the appropriate competitive strategy.5.Publics: Financial Media Government Local General Internal Citizen Action6.Customers: most important actors in the Companys microenvironment. markets must be studied. The aim of the entire value deliver

7、y system is to serve target customers and create strong relationships with them. Successful companies provide better customer value than the competition.Size and industry position help to determine the appropriate competitive strategy.Company P95 (Marjor Forces in the Companys Macroenvironment)1.Dem

8、ographic: population and growth Geographic population shifts and locationChanging age structure2.Economic: Income Distribution Savings, Debt, & Credit Availability3.Natural: Concern for the natural environment has grown steadily, increasing the importance of these trends: Shortage of raw materials I

9、ncreased pollution Increased governmental intervention4.Technological: Trends The technological environment is characterized by rapid change.New technologies create new opportunities and markets but make old technologies obsolete.5.Political: Includes laws, governmental agencies, and pressure groups

10、 that impact organizations and individuals. Key trends include:Increased legislation to protect businesses as well as consumers.Changes in governmental agency enforcement.Increased emphasis on ethical behavior and social responsibility.6.Cultural: Is composed of institutions and other forces that af

11、fect a societys basic values, perceptions, preferences, and behaviors.Culture can influence decision making.Core beliefs are persistent; secondary cultural values change and shift more easily.The cultural values of a society are expressed through peoples views.P215 目标市场Market Segmentation: 1.Identif

12、y segmentation variables and segment the market2.Develop profiles of resulting segmentsMarket Targeting: 3. Evaluate attractiveness of each segment4. Select the target segment(s)(book)Marketing Targeting : The process of evaluating each market segments attractiveness and selecting one or more segmen

13、ts to enter.Market Positioning: 5. Identify possible positioning concepts for each target segment6. Select, develop, and communicate the chosen positioning concept(book)Position: Arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the

14、 minds of target consumers.(book)Four important segmentation topic :1. segmenting consumer markets2. segmenting business markets 3. segmenting international market 4. requirements for effective segmentation.P217 7.1 Major Segmentation Variables for Consumer Market P226 7.2 Marketing Targeting Strate

15、gies(市场目标策略)：Undifferentiated (mass) Marketing Differentiated (segmented) marketing Concentrated (niche) marketing Micromarketing (local or individual marketing)Choosing a targeting strategy: Company resources and objectives Product variabilityProducts life-cycle Market variabilityCompetitors market

16、ing strategyChoosing a Differentiation and Positioning Strategy: Identifying Possible Value Differences and Competitive Advantages Choosing the Right Competitive Advantages Communicating and Delivering the Chosen PositionDelivery and creditAugmented productAfter-sale serviceActual productFeaturesBra

17、nd nameP250 8.1 Three Levels of ProductCore customer valueDesignQuality levelPackagingWarrantyProduct supportP262 8.3 Major Brand Strategy DecisionsBrand positioningBrand name selectionBrand sponsorshipBrand developmentAttributesBenefitsBeliefs and valuesSelectionProtectionManufacturers brandPrivate

18、 brandLicensingCo-brandingLine extensionsBrand extensionsMultibrandsNew brandsP297(book)Product life cycle: The course of a products sales and profits over its lifetime. It involves five distinct stages: product development, introduction, growth, maturity, and decline.P301(book)Maturity stage: The p

19、roduct life-cycle stage in which sales growth slows or levels off.P315Factors to consider when setting price:Customer perceptions of valueCompany and product costsOverall marketing strategy ,objectives and mix Nature of the market and demand Competitors strategies and pricesMarketing mix strategies(

20、营销组合策略)Pricing must be carefully coordinated with the other marketing mix elementsTarget costing is often used to support product positioning strategies based on priceP337(book) 市场渗透定价法Market-penetration pricing: Setting a low price for a new product in order to attract a large number of buyers and

21、a large market share.作用：They set a low initial price in order to penetrate the market quickly and deeplyto attract a large number of buyers quickly and win a large market share.P426(book)Promotion mix (or marketing communications mix): The specific blend of promotion tools that the company uses to p

22、ersuasively communicate customer value and build customer relationships.The Promotion Mix:Advertising : Any Paid Form of Non-personal Presentation by an Identified Sponsor.Sales promotion: Short-term Incentives to Encourage Trial or Purchase.Personal selling: Protect and/or Promote Companys Image/pr

23、oducts.Public relations: Personal Presentations.Direct marketing: Direct Communications With Individuals to Obtain an Immediate Response.(book)Personal selling: Personal presentation by the firms sales force for the purpose of making sales and building customer relationships.P442 Push versus Pull Pr

24、omotion StrategyPush strategyProducer marketing activities(personal selling, tradepromotion, other)Reseller marketing activities(personal selling, advertising,Sales promotion, other)ProducerRetailers and wholesalersConsumersDemandDemandConsumersRetailers and wholesalersProducerProducer marketing act

25、ivities(consumer advertising, sales promotion, other)Message decisionsMessage strategyMessage executionP455 15.1 Major Advertising DecisionsAdvertisingevaluationCommunicationImpactSales and profitImpactReturn on advertisingObjectives settingCommunicationObjectivesSalesobjectivesBudget decisionsAffor

26、dable approachPercent of salesCompetitive parityObjective and taskMedia decisionsReach, frequency, impactMajor media typesSpecific media vehiclesMedia timingP474 Major Public Relations ToolsWeb Site News Speeches Special Events Written MaterialsAudiovisual Materials Corporate Identity Materials Publ

27、ic Service ActivitiesP503 Major Sales Promotion Tools:Consumer Promotions Trade Promotions Business Promotions练习：1.Marketing is :A. a broad set of activities required to ensure that consumers can get products they wantB. limited to only selling and advertising C. producing goods or services. D. purc

28、hasing goods and services that consumers dont need by using aggressive tactics to overcome consumer resistance.2.The XKL company wants to adopt the marketing concept. To be consistent with this move, it should adopt which of the following philosophies?A. Making money is our businessB Sell, sell, sel

29、l C. Keep prices lowD. The customer is always right 3.From the marketing perspective , a high quality haircut:A. is performed by a well-known hair-stylistB. takes three hours and cost 100 dollarsC. used 10 different cutting and styling instrumentsD. succeeds in satisfying a customers needs 4.Custome

30、r value:A. will be the same for all consumers.B. is easy to calculate in a numerical formula. C. is a cost-to-benefit analysis by consumersD. means consumers always select the lowest-priced products5.The marketing concept says that a business firm should:A. produce those products that it can make at

31、 the lowest cost.B. place heavy emphasis on developing new productC. place heavy emphasis on advertising and sellingD. aim all its efforts at satisfying its customers at a profit6.Complete acceptance of the “marketing concept” would require:A. making sure that all departments focus their efforts on

32、satisfying customer needsB. trying to satisfy the needs of targeting customerC. placing less emphases on profit as the objective of the firm.D. all of the above7.Which one of the following statements by a company chairman best reflects the marketing concept?A. We have organized our business to make

33、certain that we satisfy customer needs.B. We believe that the marketing department must organize to sell what we produce.C. We try to produce only high quality, technically efficient products.D. We try to encourage company growth.8.Which of the following is NOT likely to be found in a company with a

34、 marketing orientation? The company:A. sells whatever it can makeB. designs its packaging as a selling tool C. uses marketing search to see if it is satisfying its customers D. focuses on locating new opportunities.9.Which of the following is the equation that defines customer value as discussed in

35、Chapter 1: A. V = P / B B. V = P + B C. V = B x P D. V = B / P10.In which of the external environments do changes usually occur most slowly?A. competitive environmentB. Economic environmentC. political an legal environmentD. cultural and social environment11.The segment should be large enough to be

36、profitable. This best describes which of the following segmenting criteria?A. homogeneous withinB. heterogeneous betweenC. substantialD. operational12.Prior to selecting a target marketing approach, an organization must:A. have a product to sellB. name broad product markets and segment them into pos

37、sible target market.C. set up production schedulesD. attempt a mass market approach13.Income and population are two variables that can be used in which type of segmentation:A. demographicB. psychographicC. ethnicD. behavioral14.Which of the following is defined as a companys effort to identify and categorize groups of customers according to common characteristics.A. global sourcingB. targetingC. positioningD. market segmentation15.Which of the following is NOT a