mkt复习资料（2）
第⼀章
1. Marketing: A social and managerial process where by individuals and groups obtains what they need and want through creating and exchanging products and value with others.
Needs需要:A state of felt deprivation. (Include physical need, social needs and individual need) Wan t欲望: The form taken by a human need as shaped by culture and individual personality Just like Chine wants rice, the Japane sushi, and the Korean kimchi.
Demands需求:Human wants that are backed by buying power (at Disney theme parks, spends a day touring the park in a Mickey, Minnie, Winnie the Pooh, or other character costume.)
2. Marketing management orientations营销管理导向
●Production concept⽣产观念:The idea that consumers will favor products that are
available and highly affordable.
●Product concept产品观念:
The idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote its energy to making continuous product improvement.
●Selling concept销售观念:the idea that consumers will not buy enough of the organization’s
products unless the organization undertakes a large-scale lling and promotion effort.
●Marketing concept营销观念:the marketing management philosophy that holds that
achieving organization goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.
●Societal marketing concept社会营销观念: the idea that the organization should determine
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the needs, wants, and interests of target markets and deliver the desired satisfactions more effectively and efficiently than do competitors in a way that maintains or improves the consumer’s and society’s well-being.
第⼆章
1. Mission statement使命陈述: a statement of the organization’s purpo-what it wants to accomplish in the larger environment.
It’s time to ask: What is our business? Who is the customer? What do consumers value? What should our business be? Mission statements should be market oriented
Mission should be realistic
Missions should also be specific
Mission should fit the market environment
The organization should ba its distinctive competencies
Finally, mission statements should be motivating
2. The BCG growth-share matrix波⼠顿成长-份额矩阵
Stars明星类are high-growth, high-share business or products.
Cash cows⾦⽜类are low-growth, high –share business or products.
学业水平考试报名Question marks问题类are low-share business units in high-growth markets.
Dogs瘦狗类are low-growth, low share business and products.
3.价值链和价值传递⽹络区别
Value chain价值链: The ries of departments that carry out value-creating activities to design, product, market, deliver, and support a firm’s products.
Value-delivery network价值传递⽹络:The network made up of the company, suppliers, distributors, and ultimately customers who ―partner‖ with each other to improve the performance of the entire system.
⽐较To create customer value, the firm must look beyond its own value chain and into the value chains of its supplies, distributions, and, ultimately, customers. More companies today are partnering with the other members of the supply chain to improve the performance of the customer value-delivery network.
Increasingly in today’s marketplace, competition no longer takes place between individual competitors. Rather, it takes place between the entire value=delivery networks created by the com
petitors.
5. Market gmentation市场细分: Dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require parate products or marketing mixes.
Market gment细分市场:A group of consumers who respond in a similar way to a given t of marketing efforts.
Target marketing⽬标市场:the process of evaluating each market gment’s att ractiveness and lecting one or more gments to enter.
Market positioning市场定位: Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.
第四章
Economic environment经济环境:Factors that affect consumer buying power and spending patterns.
参赛者的英文There are four types of industrial structures产业结构类型: subsistence economies like Laos (few opportunities for marketers); raw –material-exporting economics like Brunei (oil), with good markets f
or equipment tools, supplies, and luxury goods for the rich; industrializing economies, like India and china, where a new rich class and a growing middle class demand new types of goods; and industrial economics like Japan , which are rich markets for all sorts of goods.
第六章
简笔画苹果2.Model of buyer behavior消费者⾏为模型
Marketing and other stimuli Buy’s black box buyer respons Marketing other Buyer buyer product choice Product economic characteristics decision process brand choice
Price technological dealer choice Place political purcha timing Promotion cultural purcha amount 3.Social class社会阶层:Relatively permanent and ordered divisions in a society who members share similar values, interests, and behaviors. Social class show distinct product and
brand preferences in areas such as clothing, home furnishings, leisure activity, and automobiles.
为什么这点加以关注Marketers are interested in social class becau people within a given social class tend to exhibit similar buying behavior.
4. Opinion leaders意见领袖: Person within a reference group who, becau of special skills, knowledge, personality, or other characteristics, exerts influence on others.
7章
Systems lling系统销售: Buying a packaged solution to a problem from a single ller ,thus avoiding all the parate decisions involved in a complex buying situation.
(步骤) First ,the supplier lls a group of interlocking products .For example ,the supplier lls not only glue, but also applicators and dryers.
Second, the suppliers ll a system of production, inventory control, distribution, and other rvices to meet the buyer's need for a smooth-running operation.
Evaluating market gments 细分市场评估：p201
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1.Evaluating因素Three factors: gment size and growth, gment structural attractiveness ,and company objectives and resources.
●First collect and analyze date on current gment sales, growth rates, and expect profitability
for various gments. It will be interested in gments that have the right size and growth characteristics.
● A gment is less attractive if it already contains many strong and aggressive competitors.
The relative power of buyers also affects gment attractiveness. A gment may be less attractive if it contains powerful suppliers who can control prices or reduce the quality or quantity of ordered goods or rvicers.
●If the company lacks the strengths needed to compete successfully in a gment and cannot
readily obtain them, it should not enter the gment. Even if the company posss the required strengths, it needs to employ skills and resources superior to tho of the competition to really win I a market gment.
第九章
1. Levels of product and rvices: 产品和服务的层次
Three levels: the most basic level is the core benefit, which address the question. What is the buy
er really buying? At the cond level, product planners must turn the core benefit into an actual product. They need to develop product and rvices features, design, a quality level, a brand name, and packaging. Finally, product planners must build an augmented product around the core benefit and actual produce by offering additional consumer rvices and benefits.
2. Branding 品牌
A name, term, sign, symbol or design, or a combination of the, Intended to identify the goods or rvices of one ller or group of llers and to differentiate them from tho of competitors. For example, most consumers would perceive a bottle of White Linen perfume as a high-quality, expensive product. But the same perfume in an unmarked bottle would likely be viewed as lower in quality, even if the fragrance were identical.
3. Product line decisions产品线决策
A product line is a group of products that are cloly related becau they function in a similar manner, are sold to the same customer groups, are marked through the some types of outlets, or fall within given price ranges. Sony Ericsson produces veral lines of telecommunications products
A company can lengthen its product line in two ways 公司可以通过两种⽅法延长其产品线
(1) Product line stretching occurs when a company lengthens its product line beyond its current range, the company can stretch its line down ward, upward, or both ways.
(2) An alternative to product line stretching is product line filling-addend more items within the prent range of the line.
There are veral reasons for product line filling: reaching for extra profits satisfying dealer, using excess capacity, being the leading full-line company, and plugging holes to keep out competitors. For example: Sony filled its Walkman line by addend solar-powered and waste proof Walkman, an ultralight model that attachés
4. Product mix decisions 产品组合决策
定义：The t of all product lines and items that a particular ller offers for sale.
A company’s product mix has four important dimensions: width, length, depth ,and consistency. Product mix width refers to the number of different product lines the company carries. For example, Procter& gamble markets a fairly wide product mix consisting of 250 brands organized into many product lines.
●Product mix length refers to the total number of items the company carries within its product
lines. P&G typically carries many brands within each line, it lls ven laundry detergents, six hand soap, five shampoos and four dishwashing detergents
●Product line depth refers to the number of versions offered of each, product in the line.
Crest toothpaste comes in 13 variet8es.
●Finally, the consistency of the product mix refers to how cloly related the various product
lines are in end u, production requirements, distribution channels, or some other way.
5. Brand equity品牌资产
The positive differential effect that knowing the brand name has on customer respon to the product or rvice.
重要性A brand with strong brand equity is a very valuable ast. High brand equity provides a company with many competitive advantages. A powerful brand enjoys a high level of customer brand
awareness and loyalty. Becau consumers expect stores to carry the brand , the company has more leverage in bargaining with rellers. Becau the brand name carries high credibility, the company can more easily launch line and brand extensions, as when Coca-Cola leveraged its well-known brand to introduce Diet Coke. Above all, a powerful brand offers the company some defen against fierce price competition.
6. Brand positioning品牌定位
Major brand strategy decisions主要的品牌战略决策
Brand positioning Brand name lection Brand sponsorship Brand development Attributes lection manufacturer’s brand Line extensions
Benefits → protection → private brand → Brand extensions Beliefs and values Licensing Multibrands
Co-branding New brands
7. Brand development品牌发展
Line extension产品线延伸Using a successful brand name to introduce additional items in a given product category under the same brand name, such as new flavors, forms, colors, added ingredients, or package sizes.
Brand extension品牌延伸Using a successful brand name to launch a new or modified product
in a new category.
Multibands多品牌: companies often introduce additional brands in the same category.
New brands新品牌: A company may create a new brand name when it center a new product category for which none of the company’s current brand names is appropriate.
自满的近义词Brand development strategies 品牌发展战略
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Product Category
Existing New
Brand Existing line extension brand extension
Name New Multibrands New brands.
8. Services marketing and characteristic s
Service intangibility服务⽆形化
A major characteristic of rvices -----they cannot be en, tasted, felt, heard, or smelled before they are bought. Services cannot be en, tasted, felt, heard, or smelled before purcha. Service inparability 服务不可分性
they are produced and consumed at the same time and cannot be parated from their providers, whether the providers are people or machines. Services cannot be parated from their providers. Service variability服务易变性
Their quality may vary greatly, depending on who provides them and when, where, and how. Quality of rvices depends on who provides them and when, where, and how.
Service perishability服务易逝性
They cannot be stored for later sale or u. Services cannot be stored for later sale or u.
10章
Product life cycles产品周期的四个阶段
Introduction stage:The product life-cycle stage in which the new product is the first distribution and made available for purcha.
Growth stage:The product life- cycle stage in which a product’s sales start climbing quickly. Maturity stage:The stage in the product life cycle in which sales growth slows or levels off. Decline stage:The product life-cycle stage in which a product’s sales decline.
12章
New-product Pricing Strategies新品定价策略p302
1.Market-skimming Price市场撇制定讲价:Setting a high price for a new product to skim maximum revenues layer by layer from the gments willing to pay the high price; the company makes fewer but more profitable sales.
2.Market-penetration Pricing市场渗透定价: Setting a low price for a new product in order to attract a large number of buyers and a large market share.
Product mix pricing strategies产品组合定价战略p303
1.Product line pricing产品线定价: tting the price steps between various products in a product line bad on cost differences between the products, customer evaluations of different features, and competitors' prices.
例⼦In many industries, llers u well-established price points for the products in their line. Thus, men's clothing stores might carry men's suits at 3 price levels: $185, $325, and $495. The customer will probably associate low-, average-,and high-quality suits with the three price points. Even if the three prices are raid a little, men normally will buy suits at their own preferred price
points. The ller's task is to establish perceived qualities that support the price differences.
国画桃子2.Optional-product pricing可选择产品定价: the pricing of optional or accessory products along with a main product.
例⼦A car buyer may choo to order power windows, crui control, and an extended warranty.
3.Captive-product pricing捆绑定价:tting a price for products that must be ud along with a main product, such as blades for a razor and film for a camera.
例⼦Nintendo lls its game consoles at low price and makes money on video game titles. While Nintendo's margins on its consoles run a mere one percent to five percent, margins on its game cartridges run clo to 45 percent. Video game sales contribute more than half the company's profits.
4.By-product pricing副产品定价: tting a price for by-products in order to make the main product's price more competitive.
例⼦Malaysia's Golden Hope Plantations ud to burn old rubber trees after their productive life.Now, it cuts them down and u the wood to supply the fast-growing markets for rubber wood furniture, parquet flooring, and particle and medium-density fiber boards.
5.Product bundle pricing产品捆绑定价: combining veral products and offering the bundle at
a reduced price.
例⼦Theaters and sports teams ll ason tickets at less than the cost of single tickets. Segmented pricing差别定价:lling
