市场营销Chapter1 What is Marketing

1.1.3 产品和服务(What Will Satisfy
Consumer’s Needs and Wants?)
Products产品－提供给市场并能满足人们某种需要和欲望的所有 产品－ 产品
Anything that can be Offered to a Market to Satisfy a Need or Want
1.1.4 价值，满意和质量(How Do Consumers 价值，
Choose Among Products and Services?)
全面质量管理 涉及提高产品、 涉及提高产品、服务和营销过程的 质量
Total Quality Management Involves Improving the Quality of Products, Services, and Marketing Processes
•相信如果他们能造出更好的产品， •相信如果他们能造出更好的产品，人们就会 相信如果他们能造出更好的产品 自动找上门来。 自动找上门来。
Some manufacturers mistakenly believe that if they “build a better product”, consumers will beat a path to their door.
•认为组织目标的实现有赖于对目标市场的需 认为组织目标的实现有赖于对目标市场的需 要和欲望的正确判断,并能以比竞争者更有效 要和欲望的正确判断 并能以比竞争者更有效 的方式去满足消费者的需要. 的方式去满足消费者的需要
Achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.

marketing intermediaries
Final consumers
2.Designing a consumer-driven marketing strategy
• Selecting customers to serve
Marketing management: the art and science of choosing target markets and building profitable relationships with them. demarketing: marketing to reduce demand temporarilly or permanently; the aim is not destroy demand but only to reduce or shift it.
4.Build profitable relationships and creat customer delight
5.Capture value from customers to create profits and customer qulity
1.Understand the marketplace and consumer needs and wants Five core marketplace Concepts: P5
The Marketing Concept The Societal Marketing Concept
（1）p9 The Production Concept
• The philosophy that consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency

Core Marketing Concepts
需要、欲望 与需求
产品 和 服务
Core Marketing Concepts
市场
价值, 满意度, 和质量
交换, 交易, 和关系
What Motivates a Consumer to Take Action?
• Needs -通常是指对人类基本生存条件的满足期望 . i.e.比如人们需要食物、衣着、蔽护所、安全等。
• Wants -指满足具体效用的期望. • i.e.比如可口可乐、汉堡包、皮鞋、到欧洲旅游等。 .
• Demands -指满足具有购买能力和购买欲望的现实和潜 在的愿望 . i.e.花费两个月的工资去买一件时装，动用多年 的储蓄购买一套住房等 .
What Will Satisfy Consumer’s Needs and Wants?
Starting Point
工厂
Focus
Means
Ends
现有 产品
推销 和
促销
通过销售 来获取 利润
The Selling Concept
市场
顾客 需求
整体 营销
通过顾客 满意来获取
利润
The Marketing Concept
Societal Marketing Concept
社会 (人类 福利)
改变 或 降低需求keting Management Philosophies
Production Concept Product Concept
•不是从消费者需求出发 而是从企业生产出发
•改善 生产和渠道
•认为消费者会欢迎质量最优、性能 和功能最多的产品
Selling Concept

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Value and satisfaction
Customer value is the difference between the values the customer gains from owning and using a product and the costs of obtaining the product. Customer satisfaction depends on how well the product’s perceived performance lives up to the customer’s expectations.
•
Creating, delivering and communicating superior customer value is key.
•
Marketing management involves managing demand, which in turn involves managing customer relationships.
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Needs, wants, and demands
Marketing involves satisfying customer needs. Needs describe basic human requirements. Human needs are states of felt deprivation. Humans have many complex needs. Maslow’s hierarchy of needs theory
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SJTU
selfactualization needs