Chapter 1
7寸多大
Marketing: managing profitable customer relationships
营销：管理有价值的顾客关系
What is marketing?
⏹A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others.
⏹广义上，营销是通过创造和交换产品及价值，从而使个人或群体满足欲望和需要的社会和管理过程。
⏹狭义上，营销是指和顾客建立有利可图、充满价值的交换关系。
高一化学公式⏹总之，营销就是企业为了从顾客身上获得利益回报、创造顾客价值和建立牢固顾客关系的过程。
营销过程的五个步骤
1.Understand the marketplace and customer needs and wants
了解市场及顾客需求和欲望
2.Design a customer-driven marketing strategy
设计顾客驱动的营销战略
3.Construct a marketing program that delivers superior value
构建传递卓越价值的营销方案
4.Build profitable relationships and create customer delight
建立有利可图的关系，并使顾客满意
篮球鞋哪个牌子好5.Capture value from customers to create profits and customer quality
从顾客身上收获价值，从而创造利润和顾客资产
顾客驱动下的营销战略
●Selecting customers to rve 选择服务对象
✧What customers will we rve?
✧Marketers lect customers that can be rved profitably
✧通过把市场划分为不同的顾客和选择它将要针对的那部分顾客来实现。营销管理者必须决定目标顾客是谁，以及他们的需求水平、需求时间和性质
●Choosing a value proposition选择价值方案
✧How can we rve the customers best?
✧Includes the t of benefits or values a company promis to deliver to consumers to satisfy their needs
✧公司承诺传递给顾客用来满足顾客需求的价值和利益的组合
Understanding the Marketplace
⏹Needs, wants, and demands
油污
⏹Marketing offers: including products, rvices and experiences
⏹Value and satisfaction
⏹Exchange, transactions and relationships
⏹ Markets
Definition should distinguish: Need, Want and Demand
⏹Need: A state of felt deprivation.
⏹Want: The form taken by a human need as shaped by culture and individual personality.
⏹Demand: Human wants that are backed by buying power, or wants backed by ability and willingness to buy.
需要、欲望和需求
⏹需要：人们感到缺乏的一种状态。
⏹欲望：是由需要派生出的一种形式，它受社会文化和人们个性的限制。
⏹需求：具有支付能力的欲望就是需求，人们依据他们的欲望和支付能力来选择并购买能最大限度满足其欲望的产品。
Marketing offer
⏹红烧鱼怎么画Combination of products, rvices, information or experiences that satisfy a need or want.
⏹Offer may include rvices, activities, people, places, information or ideas.
营销供给物——产品、服务和体验
⏹什么是低碳经济营销供给物是提供给某个市场来满足某种需要和欲望的产品、服务、信息和体验的组合。更广义上，还包括人员、地点、组织、信息和思想等。
⏹如果过多地注重实物产品本身，而忽视产品所提供的利益，往往会导致错误，犯上“营销近视症”。
Customer value and satisfaction
⏹Customer value: the customer’s evaluation of the difference between all the benefits and all the costs of a marketing offer relative to tho of competing offers.
⏹Customer satisfaction: the extent to which a product’s perceived performance matches a buyer’s expectations.
顾客价值和顾客满意
⏹顾客感知价值是指与其他竞争产品相比，顾客对拥有或使用某种产品的总利益和总成本进行衡量后的差额价值。
⏹顾客满意取决于产品的感知使用效果，如果产品的感知使用效果低于顾客的期望，他们就不满意；如果产品的感知使用效果与顾客的期望一致，他们就满意；如果产品的感知使用效果高于顾客期望，他们会高度满意或非常高兴。
Exchange and relationship
⏹Exchange: the act of obtaining a desired object from someone by offering something in return.
⏹One exchange is not the goal, relationships with veral exchanges are the goal.
⏹Relationships are built through delivering value and satisfaction.
交换和关系
⏹交换是指从他人那里取得想要的物品，同时以某种物品作为回报的行为。
⏹营销包括与想要某种产品、服务、思想或其他事物的目标人群建立和保持合理交换关系的所有活动。
Market
⏹The t of all actual and potential buyers of a product or rvice.
市场
⏹市场是指某种产品的实际购买者和潜在购买者的集合。这些购买者都具有某种购买欲望和需要，并且能够通过交换得到满足。
Marketing management philosophies
⏹Production concept
⏹Product concept
⏹Selling concept
⏹Marketing concept
⏹Societal marketing concept
Production concept生产观念
⏹The philosophy that consumers will favor products that are available and highly affor
dable and that management should therefore focus on improving production and distribution efficiency.
⏹顾客会接受任何他能买到并且买得起的产品。因此，管理的主要任务就是提高生产和分销的效率，这种观念是最早的营销思想。
⏹容易导致营销近视，因为公司过度集中于自身运作，而失去了对满足顾客需求和建立顾客关系的真正目标。
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 improvements.
⏹认为顾客喜欢质量最好、操作性最强、创新功能最多的产品。因此，公司集中力量改进产品。
⏹例如，一些制造商相信，如果他们能生产出更好的捕鼠器，就会顾客盈门。
⏹导致营销近视。
Selling concept推销观念
⏹The idea that consumers will not buy enough of the organization’s products unless the organization undertakes a large-scale lling and promotion effort.
⏹如果组织不进行大规模的促销和推销，顾客就不会购买足够多的产品，这种观念在非渴求类商品的厂商中尤为盛行。
⏹所谓非渴求商品，是指在正常情况下，顾客不想购买的商品，例如保险。
病树前头万木春的上一句Marketing concept营销观念
没有什么了不起⏹The marketing management philosophy that holds that 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.
