一、市场营销定义
•需要、欲望和需求是市场营销的出发点。其中，需求是指顾客对某产品有购买力且有购买欲望。市场需求=人口×购买力×购买Human needs are states of felt deprivation They include basic physical 欲望。Human needs are states of felt deprivation. They include basic physical needs for food, clothing, warmth, and safety; social needs for belonging and affection; and individual needs for knowledge and lf-expression. Wants are the form human needs take as they are shaped by culture and individual personality. Demands are human wants that are backed by buying power human wants that are backed by buying power.•人的需要是感觉剥夺状态。它们包括食物，衣服，温暖和安全的基本生理需求，属于和亲情的社会需求，以及对知识和自我表达的个性化需求。欲望的形式为人类需要采取，因为它们是由文化和个体人格形成的。需求是由购买力支持的人类欲望。
•价值和满意。价值=利益/成本=（功能利益+情感利益）/各种成本（货币成本、时间成本、精力成本和体力成本）之和。C ustomer perceived value is the customer ’s evaluation of the difference between p all the benefits and all the costs of a market offering relative to tho of competing offers. C ustomer satisfaction is the extent to which a product ’s perceived performance matches a buyer ’s expectations.顾客感知价值是所有的利益和市场的全部费用提供相对于那些竞争性要约之差的客户的评价。客户的满意就是其中一个产品的感知性能匹配买家的期望程度。
庆祝英语怎么说
•产品是指满足顾客需求的商品和服务总和。Market offerings are 是指满足顾客需求的商品和服务总和Market offerings are some combination of products, rvices, information, or experiences offered to a market to satisfy a need or want. marketing myopia is the mistake of p y g p p p y
paying more attention to the specific products a company offers than to the benefits and experiences produced by the products.市场上的产品是产品，服务，信息，或者提供给市场以满足需要或想要体验的某种组合。营销近视是比较注重公司提供，而不是由这些产品所产生的效益和经验的特定产品的错误。旅游签证
错误
•交换和关系。交换是指以提供某种回报而从他处换取所需产品的行为；关系是指与顾客、中间商、供应商建立长期的彼此信任的互利关系。Exchange is the act of obtaining a desired object from
互利关系
someone by offering something in return. Marketing consists of actions
taken to build and maintain desirable exchange relationships with target audiences involving a product, rvice, idea, or other object.交换是通过提供audiences involving a product rvice idea or o
宝宝体重计算方法ther object
回报的东西获得所需的对象从人的行为。营销包括建立和维护与涉及产品，服务，理念，或其它物体的目标受众理想的交换关系所采取的行动。
一市场营销定义
一、市场营销定义
•顾客即买者，其总和就是市场，即买者构成市场，而卖者构成行业。
A market is the t of actual and potential buyers of a product. 市场
让座作文600字
出现的英文A market is the t of actual and potential buyers of a product
可分为消费者市场consumer market、产业市场business market、中间商市场reller market、机构市场institutional market、政府市场government market、国际市场international market等。
•市场营销是通过创造产品和价值，并进行产品交换以满足顾客需求的过程。Marketing is the process by which companies create value for
customers and build strong customer relationships in order to capture value from customers in return.
from customers in return
•Marketing: creating and capturing customer value.
•Marketing: creating customer value and relationships.
•市场营销是由哪些公司，为客户创造价值，以回市场营销是由哪些公司为客户创造价值以回报客户获取价值建立强大的客户关系的过程。•市场营销：创造和捕捉客户价值。
•市场营销：创造客户价值和关系。
•市场营销过程：市场调研、市场细分、市场择优、市场定位、市场营销组合确定、市场营销管理等。
•市场营销组合可总结为4Ps，即产品Product、价格Price、渠道Place、促销Promotion。Phiip Kotler于1984年又提
义勇军进行曲的作者是谁出大市场营销组合即6Ps，即Product、Price、Place、
Promotion，政权力量Political power和公共关系Public
relations。随后，Phiip Kotler又将6Ps发展为10Ps，新增
Phiip Kotler
一个包含4Ps的战略性市场营销组合，即市场调研Probing、市场细分Partitioning、市场择优Prioritizing、市场定位
而将原来的称为战术性市场营销组合Positioning，而将原来的6Ps称为战术性市场营销组合。•Figure 1.1-P29 prents a simple five-step model of the marketing process. Figure 1.6P53 prents an
the marketing process Figure16-P53prents an
expanded model of the marketing process.
1.1P29给出了营销过程中的个简单的•图1.1-P29给出了营销过程中的一个简单的五步模型。图1.6-P53给出了营销过程中的扩展模型。
二、市场营销过程
•Customer-Driven Marketing strategy and the Marketing mix are shown
C t
D i M k ti t t d th M k ti i h
in Figure-2.4-P73.
•Marketing strategy involves two key questions: Which customers will we rve (gmentation and targeting)? and How will we create value for them rve(gmentation and targeting)?and How will we create value for them
(differentiation and positioning)?
•The marketing mix is the four Ps. Figure-2.5-P76shows the marketing tools under each P. From the buyer s viewpoint, the four Ps might be
畅销书籍tools under each P.From the buyer’s viewpoint,the four Ps might be
better described as the four Cs(Customer solution, Customer cost, Convenience, and Communication).
•Figure 2.6-P78 shows Managing the marketing effort.
•Table 2.2-P79outlines the contents of marketing plan. (See Appendix 1 for a sample marketing plan)
客户驱动的市场营销战略和营销组合都显示在图2.4P73。
•-2.4-P73
年夜饭菜单设计•市场营销战略涉及两个关键问题：哪些客户会成为我们（细分和定位）？并为他们，我们如何创造价值（差异化和定位）？
•营销组合是四诗。图-2.5-P76表示从买方的角度来看，四诗可能会更好地描营销组合是四诗图表示从买方的角度来看四诗可能会更好地描述为四个C（客户解决方案，客户成本，便利和沟通）根据每个P的营销工具。
•图2.6-P78节目管理营销工作。
•表2.2-P79概述了营销计划的内容。（参见附录1的示例营销策划）
