《市场营销原理》章节试读

《市场营销原理》的笔记-第39页

Marketing Now-Prelude case Nike
Nike's biggest obstacle may be its own incredible success, especially when swoosh is becoming too common to be cool.

《市场营销原理》的笔记-Chapter 3 the marketing environment - Chapter 3 the marketing environment

Marketing environment: The actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers.
Microenvironment: The actors close to the company that affects its ability to serve its customers--the company, suppliers, marketing intermediaries,customer markets, competitors, and publics.
Microenvironment: The larger societal forces that affect the microenvironment-- demographic, economic, natural, technological, political, and cultural forces.
Groups such as top management, finance, research and development (R&D), purchasing, operations, and accounting. All these interrelated groups from the internal environment.
Demography:1.density 2.location 3.age 4.gender 5.race 6.occupation
Millennial: 千禧之子
Dual-income family: 双收入家庭
Political Environment : Laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society.
Marketing research firms, advertising agencies, media firms, and marketing consulting firms are all referred to as marketing services agencies .
The demographic environment is of major interest to marketers because it involves people, and people make up markets.

《市场营销原理》的笔记- chapter 6 - chapter 6

Business buyer behavior : The buying behavior of the organizations that buy goods and services for use in the production of other products and services or for the purpose of reselling or renting them to others at a profit .
The buying center and the buying decision process are affected by all of the following factors :1.Environmental(external environmental factors ) 2.Organizational(internal organization factors) 3. Interpersonal 4.Individual
Major influences on business buyer behavior:
Environmental(external environmental factors ) :
Economic developments
Supply conditions
Technological change
Political and regulatory developments
Competitive developments
Culture and customs
Organizational(internal organization factors)
Objectives
Policies
Procedures(程序)
Organizational structure
Systems
Interpersonal(人际)
Authority(权力) PS：个人理解为授权程度
Status(地位)
Empathy(同理心)
Persuasiveness(说服力)
Individual
Age
Income
Education
Job position
Personality
Risk attitudes
Major types of buying situations:
straight rebuy (直接再购):buyer reorders something without any modifications.
Modified rebuy (调整再购):buyer wants to modify product specifications, prices, terms, or suppliers.
New rebuy (新任务采购):buyer purchases a product or service for the first time .
Systems selling( solutions selling): Buying a packaged solution to a problem from a single seller, thus avoiding all the separate decisions involved in a complex buying situation.
Buying process : 1.Problem recognition 2. General need description 3.Product specification 4.Supplier search 5. Proposal solicitation 6. Supplier selection 7.Order-routine specification 8.performance review

《市场营销原理》的笔记-第11页

1,The ultimate goal of relationship marketing is to build a unique company asset called a marketing network. and increasingly, competition is not between companies but rather between whole networks, with the prizing going to the company that has built the best network.
2, marketers see the sellers as constituting an industry, the buyers as constituting a market. the sellers send products services and communications to the market, in return, they receive money and information.

《市场营销原理》的笔记-第8页

human wants are the form human needs take as they are shaped by the culture and individual personality

《市场营销原理》的笔记-第9页

1. as products and service increasingly become commodities, experience have emerged for many firms as the next steip in differentiating company's offer.
2. what consumers really want is the offers that dazzle their senses, touch their hearts. and stimulate their minds, declares one expert. they want the offers that deliver an experience

《市场营销原理》的笔记-第6页

marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others

《市场营销原理》的笔记-第41页

Marketing now- what's marketing
selling only occur after a product is produced, by contrast, marketing starts long before a company has a product. Marketing is the homework that manager undertake to assess needs, measure their extent and intensity and determine whether a profitable opportunity exists.