上海对外经贸大学课程资料市场营销英考试重点总结Word下载.docx

上海对外经贸大学课程资料市场营销英考试重点总结Word下载.docx

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Marketsituation:

S<

<

D

Theideathatconsumerswillfavorproductsthatareavailableandhighlyaffordableandthattheorganizationshouldthereforefocusonimprovingproductionanddistributionefficiency

2.Productconcept

D

Theideathatconsumerswillfavorproductsthatofferthemostquality,performance,andfeaturesandthattheorganizationshouldthereforedevoteitsenergytomakingcontinuousproductimprovements.

3.Sellingconcept

S>

Theideathatconsumerswillnotbuyenoughofthefirm'

sproductsunlessitundertakesa 

large-scalesellingandpromotioneffort

4.Marketingconcept

>

Themarketingmanagementphilosophythatachievingorganizationalgoalsdependsonknowingtheneedsandwantsoftargetmarketsanddeliveringthedesiredsatisfactionsbetterthancompetitorsdo.

5.Societalmarketingconcept

Aprincipleofenlightenedmarketingthatholdsthatacompanyshouldmakegoodmarketingdecisionsbyconsideringconsumers'

wants,thecompany'

srequirements,consumers'

long-runinterests,andsociety'

slong-runinterests.

Customerrelationshipgroups

Short-termCustomers

Long-termCustomers

High

Profitability

Butterflies

Goodfitbetweencompany’sofferingsandcustomer’sneeds;

highprofitpotential

TrueFriends

highestprofitpotential

Low

Strangers

Littlefitbetweencompany’sofferingsandcustomer’sneeds;

lowestprofitpotential

Barnacles

lowprofitpotential

Projectedloyalty

Potential

Chapter2

TheBostonConsultingGroupApproach

TheGrowth-shareMatrix

RelativeMarketShare

Star

QuestionMark（QM）

CashCow（）

Dog

Market

Growth

Rate

SBUStrategies 

Nexttaskistodeterminewhatobjective,strategy,andbudgettoassigntoeachSBU.

4strategiescanbepursued:

build,e.g.QM

hold,e.g.CC

harvest,

divest,e.g.QM,CC

TheSBULifeCycle

SuccessfulSBUshavealifecycle.

TheystartasQM,becomeS,thenCC,andfinallyD.

Therefore,companiesshouldexamine

notonlytheirbusinesses'

currentpositionsinthegrowth-sharematrix

butalsotheirmovingpositions

Product-marketexpansiongrid

Product

Existing

New

I

Marketpenetration

II

Productdevelopment

III

Marketdevelopment

IV

Diversification

Chapter3

Microenvironment

1.Thecompany

MKTmanagersmustworkcloselywithothercompanydepartments.

Underthemarketingconcept,allofthesefunctionsmust"

thinkconsumer."

Theyshouldworkinharmonytoprovidesuperiorcustomervalueandsatisfaction

2.Suppliers

Suppliersformanimportantlinkinthecompany'

soverallcustomervaluedeliverysystem.

Supplierproblemscanseriouslyaffectmarketing.

MKTmanagersmustwatchsupplyavailabilityandmonitorthepricetrendsoftheirkeyinputs

3.Marketingintermediaries

Firmsthathelpthecompanytopromote,sell,anddistributeitsgoodstofinalbuyers;

theyincluderesellers,physicaldistributionfirms,marketingserviceagencies,andfinancialintermediaries.

Theyincluderesellers,physicaldistributionfirms,marketingservicesagencies,andfinancialintermediaries.

4.Customermarkets（5types）

Consumermarkets

Consistofindividualsandhouseholdsthatbuygoodsandservicesforpersonalconsumption

Businessmarkets

Resellermarkets

Governmentmarkets

Internationalmarkets

5.Competitors

Marketersmustdomorethansimplyadapttotheneedsoftargetconsumers.

Theyalsomustgainstrategicadvantagebypositioningtheirofferingsstronglyagainstcompetitors'

offeringsinthemindsofconsumers.

6.Publics

Anygroupthathasanactualorpotentialinterestinorimpactonanorganization'

sabilitytoachieveitsobjectives

Financialpublics

Mediapublics

Governmentpublics

Citizen-actionpublics

Localpublics

Generalpublic

Internalpublics

Macroenvironment

1.Demographicenvironment

Populationsize

Populationgrowthrate

AgestructureofthePOP

GenderstructureofthePOP

UrbanizationofChina

2.Economicenvironment

Income

GDP

GDPpercapita

Disposableincome 

p.c.

Averagewage

Saving

Marginalpropensitytosave

Depositp.c.

Spending

Marginalpropensitytoconsume

Engelcoefficient

3.Naturalenvironment

Shortagesofrawmaterials

Increasedpollution

Increasedgovernmentintervention

4.Technologicalenvironment

Itchangesrapidly

Newtechnologiescreatenewmarketsandnewopportunity,e.g.theInternetofthings

5.Politicalenvironment

Increasinglegislation

Sociallyresponsiblebehavior

6.Culturalenvironment

PersistenceofCulturalValues

ShiftsinSecondaryCulturalValues

Chapter5

ModelofConsumerBehavior

MKT&

otherstimuli

MKT 

Other

Product 

Economic

Price 

Tech

Place 

Political

Promotion 

Cultural

Buyer’sblackbox

Buyercharacteristics

Buyerdecisionprocess

Buyerresponse

Productchoice

Brandchoice

Dealerchoice

Purchasetiming

Purchaseamount

→ 

CharacteristicsAffectingConsumerBehavior

1.Culturefactors

Culture

Subculture

SocialClass

2.Socialfactors

Groups

—Opinionleader

—Personwithinareferencegroupwhoexertssocialinfluenceonothers

Family

Socialrolesandstatus

3.Personalfactors

Ageandlifecycle

Occupation

Economicsituation

Lifestyle

Personalityandself-concept

4.Psychologicalfactors

Motivation

Perception

Learning

Beliefsandattitudes

TypesofBuyingDecisionBehavior

Involvement

H

L

ComplexBB

Variety-seekingBB

Dissonance-reducingBB

HabitualBB

Brand

Difference

Chapter6

EvaluatingMarketSegments

Inevaluatingdifferentmarketsegments,afirmmustlookatthreefactors:

-segmentsizeandgrowth

-segmentstructuralattractiveness

-AccordingtoMichaelPorter,thereare5forcesinfluencingcompetitioninanindustry:

Threatofnewentrants

Threatofsubstituteproducts

Bargainingpowerofsuppliers

Bargainingpowerofbuyers

Rivalryamongcompetitors

-companyobjectivesandresources

SelectingTargetMarketSegments

UndifferentiatedMarketing

Amarket-coveragestrategyinwhicha 

firmdecidestoignoremarketsegmentdifferencesandgoafterthewholemarketwithoneoffer.

Nomarketsegmentation

Oneproductforallmarket

DifferentiatedMarketing

Amarket-coveragestrategyinwhichafirmdecidestotargetseveralmarketsegmentsanddesignsseparateoffersforeach

Oneproductforonesegment

ConcentratedMarketing

Amarket-coveragestrategyinwhichafirmgoesafteralargeshareofoneorafewsegmentsorniches

Onlyoneproductforonlyonesegment

Micromarketing

Thepracticeoftailoringproductsandmarketingprogramstotheneedsandwantsofspecificindividualsandlocalcustomergroups—includeslocalmarketingandindividualmarketing

Possiblevaluepropositions

MoreforMore（MM）

MorefortheSame（MS）

MoreforLess（ML）

TheSameforLess（SL）

LessforMuchLess（LML）

Price

M

S

More

MM

MS

ML

TheSame

SL

Less

LML

Benefits

Chapter7

LevelsofProductandServices

Corebenefit/product

Itaddressesthequestionwhatisthebuyerreallybuying?

Actualproduct

Features,design,qualitylevel,brandname,andpackaging

Augmentedproduct

Additionalconsumerservicesandbenefits,suchasafter-saleS.,warranty,installation,deliveryandcredit

ProductMixDecisions

Width:

thenumberofP