市场营销学.docx

市场营销学.docx

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市场营销学

Terms:

1.Marketmyopia:

Themistakeofpayingmoreaffectiontothespecificproductsacompanyoffersthantothebenefitsandexperiencesproducedbytheseproducts.

2.Market:

Thesetofallactualandpotentialbuyersofaproductorservice.

3.Marketingmanagement:

Theartandscienceofchoosingtargetmarketandbuildingprofitablerelationshipwiththem.

4.Customerperceivedvalue:

Thecustomer’sevaluationofthedifferencebetweenallthebenefitsandallthecostsofamarketofferingrelativetothoseofcompetingoffers.

5.Customersatisfaction:

Theextenttowhichaproduct’sperceivedperformancematchesabuyer’sexpectations.

6.StrategicPlanning:

Theprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesanditschangingmarketingopportunities.

7.Businessportfolio:

Thecollectionofbusinessesandproductsthatmakeupthecompany.

8.Marketsegmentation:

Dividingamarketintodistinctgroupsofbuyerswhohavedistinctneeds,characteristics,orbehaviorandwhomightrequireseparateproductsormarketingprograms.

9.Markettargeting:

Theprocessofevaluatingeachmarketsegment’sattractivenessandselectingoneormoresegmentstoenter.

10.Positioning:

Arrangingforaproducttooccupyaclear,distinctiveanddesirableplacerelativetocompetingproductsinthemindsoftargetconsumers.

11.SocialClass:

Relativelypermanentandordereddivisionsinasocietywhosememberssharesimilarvalue,interests,andbehaviors.

12.Group:

Twoormorepeoplewhointeracttoaccomplishindividualormutualgoals.

13.Lifestyle:

Aperson’spatternoflivingasexpressedinhisorheractivities,interests,andopinions.

14.Brandpersonality:

Thespecificmixofhumantraitsthatmaybeattributedtoaparticularbrand.

15.Micromarketing:

Thepracticeoftailoringproductsandmarketingprogramtotheneedsandwantsofspecificindividualsandlocalcustomergroups---includeslocalmarketingandindividualmarketing.

16.Brand:

Aname,term,sigh,symbol,ordesign,oracombinationofthesethatidentifiestheproductsorservicesofonesellerorgroupofsellersanddifferentiatesthemfromthoseofcompetitors.

17.Productlifecycle（PLC）:

Thecourseofaproduct’ssalesandprofitsoveritslifetime.Itinvolvesfivedistinctstages:

productdevelopment,introduction,growth,maturity,anddecline.

18.Value-basedpricing:

Settingpricesbasedonbuyers’perceptionsofvalueratherthanontheseller’scost.

19.Market-skimmingpricing:

Settingahighpriceforanewproducttoskimmaximumrevenueslayerbylayerfromthesegmentswillingtopaythehighprice;thecompanymakesfewerbutmoreprofitablesales.

20.Market-penetrationpricing:

Settingalowpriceforanewproductinordertoattractalargenumberofbuyersandalargemarketshare.

21.Psychologicalpricing:

Apricingapproachthatconsidersthepsychologyofpricesandnotsimplytheeconomics;thepriceisusedtosaysomethingabouttheproduct.

22.Marketingchannel（distributionchannel）:

Asetofinterdependentorganizationsthathelpmakeaproductorserviceavailableforuseorconsumptionbytheconsumerorbusinessuser.

23.Verticalmarketingsystem（VMS）:

Adistributionchannelstructureinwhichproducers,wholesalersandretailersactasaunifiedsystem.Onechannelmemberownstheothers,hascontractswiththem,orhassomuchpowerthattheyallcooperate.

24.Promotionmix（marketingcommunicationsmix）:

Thespecificblendofadvertising,salespromotion,publicrelations,personalsellinganddirect-marketingtoolsthatthecompanyusestopersuasivelycommunicatecustomervalueandbuildcustomervalueandbuildcustomerrelationships.

Answerthequestion:

1.Comparedifferencesbetweensellingandmarketingconcept.（P10）

Thesellingconceptholdsthatconsumerswillnotbuyenoughofthefirm’sproductsunlessitundertakesalarge-scalesellingandpromotioneffort.Ittakesaninside-outperspective,startswiththefactory,focusesonthecompany’sexistingproducts,andcallsforheavysellingandpromotiontoobtainprofitablesales.Itfocusesonprimarilyoncustomerconquest---gettingshort-termsaleswithlittleconcernaboutwhobuysorwhy.

Themarketingconceptholdsthatachievingorganizationalgoalsdependsonknowingtheneedsandwantsoftargetmarketsanddeliveringthedesiredsatisfactionsbetterthancompetitorsdo.Itstartswithawell-definedmarketfocusesoncustomerneeds,andintegratesallthemarketingactivitiesthataffectcustomers.Inturn,ityieldsprofitsbycreatinglastingrelationshipswiththerightcustomersbasedoncustomervalueandsatisfaction.

2.Stepsinstrategicplanning.（P35）

Strategicplanningistheprocessofdevelopingandmaintainingastrategicfitbetweentheorganization’sgoalsandcapabilitiesanditschangingmarketingopportunities.

Atthecorporatelevel,strategicplanningfollowsthesteps:

1）Definingamarket-orientedmission

2）Settingcompanyobjectivesandgoals

3）Designingthebusinessportfolio

Thenitleadstotheplanningofmarketingandotherfunctionalstrategiesatthebusiness-unit,product,andmarketlevels.

3.BCGapproach（P37）

Definition:

usingtheBostonConsultingGroup（BCG）approach,acompanyclassifiesallitsstrategicbusinessunitsaccordingtothegrowth-sharematrix,aportfolio-planningmethodthatevaluatesacompany’sstrategicbusinessunitsintermsoftheirmarketgrowthrateandrelativemarketshare.Ontheverticalaxis,marketgrowthrateprovidesameasureofmarketattractiveness.Onthehorizontalaxis,relativemarketshareservesasameasureofcompanystrengthinthemarket.Thegrowth-sharematrixdefinesfourtypesofSBUs:

Stars:

Starsarehigh-growth,high-sharebusinessesorproducts.

Cashcows:

Cashcowsarelow-growth,high-sharebusinessesorproducts.

Questionmarks:

Questionmarksarelow-sharebusinessunitsinhigh-growthmarkets.

Dogs:

Dogsarelow-growth,low-sharebusinessesandproducts.

4.Customer-drivenMarketingStrategy（P46）

1）Marketsegmentation

2）Markettargeting

3）Marketpositioning

4）Marketdifferentiation

5Marketingmix

Marketingmixisoneofthemajorconceptsinmodernmarketing.Itisthesetofcontrollable,tacticalmarketingtoolsthatthefirmblendstoproducetheresponseitwantsinthetargetmarket.Themarketingmixconsistsofeverythingthefirmcandotoinfluencethedemandforitsproduct.ThemanypossibilitiescanbecollectedintofourgroupsofvariablesknownasthefourPs:

product,price,placeandpromotion.

6modelofconsumerbehavior

Learningaboutthewhysofconsumerbuyingbehaviorisnoteasy-theanswersarenotoftenlockeddeepwithintheconsumer’smind.MarketingstimuliconsistofthefourPs:

product,price,placeandpromotion.Otherstimuliincludemajorforcesandeventsinthebuyer’senvironment:

economic,technological,politicalandcultural.Alltheseinputsenterthebuyer’sblackbox,wheretheyareturnedintoasetofobservablebuyerresponses:

productchoice,brandchoice,dealerchoice,purchasetimingandpurchaseamount.Themarketerwantstounderstandhowthestimuliarechangedintoresponsesinsidetheconsumer’sblackbox,whichhastwoparts.First,thebuyer’scharacteristicsinfluencehowheorsheperceivesandreactstothestimuli.Second,thebuyer’sdecisionprocessitselfaffectsthebuyer’sbehavior.Welookfirstatbuyer’scharacteristicsastheyaffectbuyerbehaviorandthendiscussthebuyerdecisionprocess.

7socialfactors

Aconsumer’sbehaviorisinfluencedbymanysocialfactors,suchastheconsumer’ssmallgroups,familyandsocialrolesandstatus.

8personalfactors

Abuyer’sdecisionsalsoareinfluencedbypersonalcharacteristicssuchasthebuyer’sageandlife-cyclestage,occupation,economicsituation,lifestyleandpersonalityandself-concept.

9TypesofbuyingdecisionbehaviorOVp134-135NVp137

1Complexbuyingbehavior

2Dissonance-reducingbuyingbehavior

3Habitualbuyingbehavior

4Variety-seekingbuyingbehavior

10ThebuyerdecisionprocessOVp156-157NVp139

1Needrecognition

2Informationsearch

3Evaluationofalternatives

4Purchasedecision

5Postpurchasebehavior

11MajorinfluencesonbusinessbuyerbehaviorOVp179NVp158

1Environmentalfactors

2Organizationalfactors

3Interpersonalfactors

4Individualfactors

12RequirementsforeffectivesegmentationOVp208NVp182

1Measurable

2Accessible

3Substantial

4Differentiable

5Actionable

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13.Consumerproductclassification

Consumerproductsincludeconvenienceproducts,shoppingproducts,specialtyproducts,andunsoughtproducts.

Convenienceproductsareconsumerproductsandservicesthatthecustomerusuallybuysfrequently,immediately,andwithaminimumofcomparisonandbuyingeffort.

Shoppingproductsarelessfrequentlypurchasedconsumerproductsandservicesthatcustomerscomparecarefullyonsuitability,quality,priceandstyle.

Specialtyproductsareconsumerproductsandserviceswithuniquecharacteristicsorbranidentificationforwhichasignificantgroupofbuyersiswillingtomakeaspecialpurchaseeffort.

Unsoughtproductsareconsumerproductsthattheconsumereitherdoesnotknowaboutorknowsaboutbutdoesnotnormallythinkofbuying.

14.Productlinedecision

Themajorproductlinedecisioninvolvesproductlinelengthwhichisinfluencedbycompanyobjectivesandresources.Acompanycanlengthenitsproductslineintwoways:

bylinestretchingorbylinefilling.Linestretchinginvolvesstretchinglinesdown