市场营销复习重点1. Customer Needs, Wants, and Demands(需要、欲望、需求):⑴Needs:States of felt deprivation(basic physical needs;social needs;individual needs)⑵Wants:The form human needs take as shaped by culture and individual personality⑶Demands:Human wants that are backed by buying power.⑷Outstanding marketing companies go to great lengths to learn about and understand their customers' needs,wants,and demands.They conduct research and analyze mountains of customer data.2. Customer Value and Satisfaction(顾客的价值和满意)：⑴Customers usually form expectations about the valve andsatisfaction that various market will deliver and buy accordingly⑵Marketers must be careful to set right level of expectations⑶Customer value and satisfaction are key building blocks for developing and managing customer relationships3.Concept of Marketing(营销的概念):The process by which companies create valve for customers and build strong customer relationship in order to capture valve from customers in return.4.Differences between selling concept and marketing concept(销售观念和营销观念的区别):⑴The selling concept takes an inside-out perspective.It starts with factory,focuses on company's existing products,and calls for heavy selling and promotion to obtain profitable sales.It focuses primarily on customer conquest—getting short-term sales with little concern about who buys or why⑵The marketing concept takes an outside-in perspective.It starts with a well-defined market,focuses on customer needs,and integrates all marketing activities that affect customers.In turn,it yield profits by creating lasting relationships with the right customers based on customer value and satisfaction.5.SWOT analysis(SWOT市场析):⑴An overall evaluation of the company’s strengths(S), weaknesses(W),opportunities(O),threats(T)⑵Positive:Internal capabilities that may help a company reach itsobjectives;External factors that the company may be able to exploit to its advantage.6.BCG Matrix approach(波士顿集团矩阵):⑴A company classifies all its SBU according to the growth-share matrix(纵坐标Market growth rate;横坐标Relative market share)⑵Four groups of opportunities categorized:①Stars(high Market Share/high Market Growth rate；Strong opportunities)②Cash Cows(high Market Share/low Market Growth rate;Limited opportunities)③Question marks(low Market Share/high Market Growth rate;Unclear opportunities)④Dogs(low Market Share/low Market Growth rate;Weak opportunities)7.Concept of SBU(战略业务单元概念):a unit with a separate mission and objectives that can be planned independently from the other company businesses,such as a division,product line,a product or brand8.Marketing environment(营销环境)：⑴the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers.⑵①Microenvironment(The company;Suppliers；Marketing intermediaries;Customers;Competitors;publics)②Macro environment(Demographic;Economic;Natural;Technological;Political;Cultural) 9. The Company’s Microenvironment(公司的微观环境):⑴Thecompany:Top management;Finance;R&D;Purchasing;Manufacturing;Accounting and so on.⑵Suppliers:Provide resources needed to produce goods and services;affection(Supply availability;Supply cost);Marketers treat suppliers as partners in creating and delivering customers value⑶Marketing intermediaries: Firms that help the company to promote, sell and distribute its goods to final buyers, including resellers, physical distribution firms, marketing service agencies, and financial intermediaries;e.g:Resellers,Physical distribution firms,Marketing services agencies,Financial intermediaries;It's important to work with intermediaries as partners rather than simply as channelsthrough which they sell products. ⑷Customers:Five types of customer markets:Consumer markets;Business markets;Reseller markets;Government markets;International markets⑸Competitors:Greater customer value and satisfaction have to be provided better than competitors do；No single competitive marketing strategy is best for all companies.⑹publics:any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives;Seven types of publics:Financial publics;Media publics;Government publics;Citizen-action publics;Local publics;General publics;Internal publics10. Concept of marketing research(市场研究的概念):thesystematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.11.Research Approaches(研究方法):⑴Observational research：gathering primary data by observing relevant people,actions,&situations.When can’t obtain by simply asking questions;People are unwilling or unable to provide⑵Survey Research: gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.It's Flexible;When hard to answer what and why; unwilling to respond to strangers; privacy;⑶Experimental Research: gathering primary data by selecting matched groups of subjects,giving them different treatments,controlling related factors,and checking for differences in group responses.12.Concept of Marketing information system(市场信息系统的概念):People, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.13.Lifestyle classification(生活方式级别)：?⑴Thinkers⑵Believers⑶Achievers⑷Strivers⑸Experiencers⑹Makers14.Maslow's hierarchy of needs(马斯洛需求层次理论):⑴Physiological needs:Hunger, thirst⑵Safety needs:Security, protection⑶Social need:Sense of belonging, love⑷Esteem needs:Self-esteem, recognition, status⑸Self-Actualization needs:Self-development and realization15. Factors influencing consumer behavior(影响顾客行为的因素):⑴Cultural:Subculture;Social Class⑵Social:Referencegroups;Family;Roles and Status⑶Personal:Age and Life-Cycle Stage;Occupation;;Economic Situation;LifestylePersonality⑷Psychological:Motivation;Perception;Learning;Beliefs and Attitudes16.The concept of business market(商业市场的概念)：？17. Four steps in Market segmentation, targeting, andpositioning(战略中四个步骤):⑴Segmentation:Divide thetotal market into smaller segments(Geographic;Demographic;Psychographic;Behavioral)⑵Targeting:Select the segment or segments to enter(Evaluating Market Segments;Selecting Target Market Segments;Choosing a Targeting Strategy)⑶Differentiation:Differentiate the market offeringto create superior customer value⑷Positioning:Position the market offering in the minds of target customers(Differentiation and Positioning:Identifying PossibleValue Differences and Competitive Advantages；Choosing theRight Competitive Advantages；Selecting an Overall Positioning Strategy；Developing a Positioning Statement；Communicatingand Delivering the choosing Position）18. Requirements for effective segmentation(有效地市场划分要求)：Measurable；Accessible；Substantial；Differentiable；Actionable19.Target marketing strategies(目标市场战略):⑴Evaluating Market Segments：①Segment size and growth②Segment structural attractiveness③Company objectives and resources;⑵Selecting Target Market Segments:Undifferentiated→Differentiated→Concentrated→Micro-marketing⑶Choosing a Targeting Strategy:depending on Company resources；Product variability；Product’s life-cycle stage;Market variability;Competitors’ marketing strategies20. Product attributes(产品属性)：⑴product quality:thecharacteristics of a product or service that bear on itsability to satisfy stated or implied customer needs⑵Product features：a competitive tool for differentiating the company’s product from competitors’products⑶Product style and design:Designers should think less about product attributes and technical specifications and more about how customers will use and benefit from the product21.product life-cycle(产品生命周期):The course of a product's sales and profits over its lifetime.It involves five distinct stages:product development; introduction;growth;maturity,and decline22.Levels of Product and Services(产品与服务的层次):⑴Core benefit⑵Actual product：Features, design, quality level, brand name, and packaging⑶Augmented product：Additional consumer services and benefits.23.Steps in new-product development(新产品开发步骤)：Idea Generation→Idea Screening→Concept Development and Testing→Marketing Strategy development→Business Analysis→Product Development→Test marketing→Commercialization24.Product Line and Mix Decisions(产品的流水线和组合策略)：⑴①Product line: a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges②Product line decisions：Product line stretching；Product line filling；Product line stretching；Product line filling；⑵①Product mix: the set of all product lines and items that a particular seller offers for sale②Four dimensions：Product width；Length；Depth；Consistency25.Brand Development strategies(品牌发展策略)：⑴Line extension：extends existing brand names to new forms, colors, sizes, ingredients, or flavors of an existing product category⑵Brand extension：Extends a current brand name to new or modified products in a new category⑶Multi-brands：Introduces additional brands in the same category⑷New Brand：①Existing brand name is waning;②Enters a new productcategory with no current appropriate brand names.25.Pricing in different types of markets(在不同类型市场的定价)：⑴Pure competition market：(Many buyers and sellers)Offer uniform commodity；Neither sellers nor buyers would charge the price; New sellers can easily enter the market;Marketing research, product development, pricing, advertising, and sales promotion play little role.⑵Monopolistic competition market：(Many buyers and sellers)set a range of prices;Offers differentiated for different customer segments, freely branding, advertising, and personal selling used⑶Oligopolistic competition market:(A few sellers)Uniform product or non-uniform; Difficult for new sellers to enter;⑷Pure monopoly market:(One seller)A government monopoly, a private regulated monopoly or a private non-regulated monopoly;price permits from the government in a regulated monopoly26.Considerations in setting price(定价考虑因素):⑴Product Costs：Price floor.No profits below this price←→Marketing strategy, objectives and mix;Nature of the market anddemand;Competitors’Strategies and prices;Other internal and external factors←→Consumer perceptions of value27. break-even point calculations(盈亏平衡点的计算及意义):⑴.break-even pricing：Setting prices to break even on the costs of making and marketing a product, or to make a target profit⑵Profit=Revenue-Cost=P*Q-Cv*Q-Cf=(P-C)*Q-Cf⑶Let Profit=0, then Q Break-even=Cf/(P-Cv);Cf=Fixed Cost,Cv=Variable Cost28. Distribution channel functions(物流渠道功能):⑴A set ofinterdependent organizations involved in the process ofmaking a product or service⑵functions: Information；Promotion；Contact；Matching；Negotiation；PhysicalDistribution；Financing；Risk taking29. Major types of Wholesaler(批发商主要类型)：⑴Merchantwholesaler:Full-service wholesalers;Limited-service wholesalers⑵Brokers and agent⑶Manufacturers’ sales branches and offices:Sale branch & offices；Purchasingoffice30. number of marketing intermediaries(营销中介数目不同所采取的战略)：⑴IntensiveDistribution：As many outlets as possible⑵Exclusive distribution：Limited number of dealers have exclusive right to distribute⑶Selective distribution ：More than one but fewer than all31.Types of the Vertical Marketing System(纵向营销体系类型)：⑴VMS：A channel consisting of one or more independent products,wholesalers,and retailers,each a separate business seeking to maximize its own profits even at the expense of profits for the system as e whole⑵Types:①Corporate VMS②Contractual VMS：WholesalerFranchise system；Retailer franchise system(Manufacturer-sponsored;Service-firm-sponsored)③Administered VMS32. Concept of Integrated marketing communications(整合营销传播概念):A company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products33. Sales force structure(营销人员的结构):⑴Territorial salesforce structure：The company sells only one product line to one industry with customers in many locations.⑵Product sales force structure⑶Product sales force structure.⑵&⑶:The company sells many products to many types of customers34. Concept of advertising(广告的概念):Any paid form ofnonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor35.Advertising objectives(广告的目标)：⑴Informative advertising⑵Persuasiveadvertising⑶Reminder advertising。
