mkt复习资料 (2)

第一章

1. Marketing: A social and managerial process where by individuals and groups obtains what they need and want through creating and exchanging products and value with others.

Needs需要:A state of felt deprivation. (Include physical need, social needs and individual need) Wan t欲望: The form taken by a human need as shaped by culture and individual personality Just like Chinese wants rice, the Japanese sushi, and the Korean kimchi.

Demands需求:Human wants that are backed by buying power (at Disney theme parks, spends a day touring the park in a Mickey, Minnie, Winnie the Pooh, or other character costume.)

2. Marketing management orientations营销管理导向

●Production concept生产观念:The idea that consumers will favor products that are

available and highly affordable.

●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 improvement.

●Selling concept销售观念:the idea that consumers will not buy enough of the organization’s

products unless the organization undertakes a large-scale selling and promotion effort.

●Marketing concept营销观念:the marketing management philosophy that holds that

achieving organization goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.

●Societal marketing concept社会营销观念: the idea that the organization should determine

the needs, wants, and interests of target markets and deliver the desired satisfactions more effectively and efficiently than do competitors in a way that maintains or improves the consumer’s and society’s well-being.

第二章

1. Mission statement使命陈述: a statement of the organization’s purpose-what it wants to accomplish in the larger environment.

It’s time to ask: What is our business? Who is the customer? What do consumers value? What should our business be?

Mission statements should be market oriented

Mission should be realistic

Missions should also be specific

Mission should fit the market environment

The organization should base its distinctive competencies

Finally, mission statements should be motivating

2. The BCG growth-share matrix波士顿成长-份额矩阵

Stars明星类are high-growth, high-share businesses or products.

Cash cows金牛类are low-growth, high –share business or products.

Question marks问题类are low-share business units in high-growth markets.

Dogs瘦狗类are low-growth, low share business and products.

3.价值链和价值传递网络区别

Value chain价值链: The series of departments that carry out value-creating activities to design, product, market, deliver, and support a firm’s products.

Value-delivery network价值传递网络:The network made up of the company, suppliers, distributors, and ultimately customers who ―partner‖ with each other to improve the performance of the entire system.

比较To create customer value, the firm must look beyond its own value chain and into the value chains of its supplies, distributions, and, ultimately, customers. More companies today are partnering with the other members of the supply chain to improve the performance of the customer value-delivery network.

Increasingly in today’s marketplace, competition no longer takes place between individual competitors. Rather, it takes place between the entire value=delivery networks created by these competitors.

5. Market segmentation市场细分: Dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products or marketing mixes.

Market segment细分市场:A group of consumers who respond in a similar way to a given set of marketing efforts.

Target marketing目标市场:the process of evaluating each market segment’s att ractiveness and selecting one or more segments to enter.

Market positioning市场定位: Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

第四章

Economic environment经济环境:Factors that affect consumer buying power and spending patterns.

There are four types of industrial structures产业结构类型: subsistence economies like Laos (few opportunities for marketers); raw –material-exporting economics like Brunei (oil), with good markets for equipment tools, supplies, and luxury goods for the rich; industrializing economies, like India and china, where a new rich class and a growing middle class demand new types of goods; and industrial economics like Japan , which are rich markets for all sorts of goods.

第六章

2.Model of buyer behavior消费者行为模型

Marketing and other stimuli Buy’s black box buyer responses Marketing other Buyer buyer product choice Product economic characteristics decision process brand choice

Price technological dealer choice Place political purchase timing Promotion cultural purchase amount 3.Social classes社会阶层:Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors. Social classes show distinct product and

brand preferences in areas such as clothing, home furnishings, leisure activity, and automobiles.

为什么这点加以关注Marketers are interested in social class because people within a given social class tend to exhibit similar buying behavior.

4. Opinion leaders意见领袖: Person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts influence on others.

7章

Systems selling系统销售: Buying a packaged solution to a problem from a single seller ,thus avoiding all the separate decisions involved in a complex buying situation.

(步骤) First ,the supplier sells a group of interlocking products .For example ,the supplier sells not only glue, but also applicators and dryers.

Second, the suppliers sell a system of production, inventory control, distribution, and other services to meet the buyer's need for a smooth-running operation.

Evaluating market segments 细分市场评估：p201

1.Evaluating因素Three factors: segment size and growth, segment structural attractiveness ,and company objectives and resources.

●First collect and analyze date on current segment sales, growth rates, and expect profitability

for various segments. It will be interested in segments that have the right size and growth characteristics.

● A segment is less attractive if it already contains many strong and aggressive competitors.

The relative power of buyers also affects segment attractiveness. A segment may be less attractive if it contains powerful suppliers who can control prices or reduce the quality or quantity of ordered goods or servicers.

●If the company lacks the strengths needed to compete successfully in a segment and cannot

readily obtain them, it should not enter the segment. Even if the company possesses the required strengths, it needs to employ skills and resources superior to those of the competition to really win I a market segment.

第九章

1. Levels of product and services: 产品和服务的层次

Three levels: the most basic level is the core benefit, which addresses the question. What is the buyer really buying? At the second level, product planners must turn the core benefit into an actual product. They need to develop product and services features, design, a quality level, a brand name, and packaging. Finally, product planners must build an augmented product around the core benefit and actual produce by offering additional consumer services and benefits.

2. Branding 品牌

A name, term, sign, symbol or design, or a combination of these, Intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. For example, most consumers would perceive a bottle of White Linen perfume as a high-quality, expensive product. But the same perfume in an unmarked bottle would likely be viewed as lower in quality, even if the fragrance were identical.

3. Product line decisions产品线决策

A product line is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marked through the some types of outlets, or fall within given price ranges. Sony Ericsson produces several lines of telecommunications products

A company can lengthen its product line in two ways 公司可以通过两种方法延长其产品线

(1) Product line stretching occurs when a company lengthens its product line beyond its current range, the company can stretch its line down ward, upward, or both ways.

(2) An alternative to product line stretching is product line filling-addend more items within the present range of the line.

There are several reasons for product line filling: reaching for extra profits satisfying dealer, using excess capacity, being the leading full-line company, and plugging holes to keep out competitors. For example: Sony filled its Walkman line by addend solar-powered and waste proof Walkman, an ultralight model that attachés

4. Product mix decisions 产品组合决策

定义：The set of all product lines and items that a particular seller offers for sale.

A company’s product mix has four important dimensions: width, length, depth ,and consistency. Product mix width refers to the number of different product lines the company carries. For example, Procter& gamble markets a fairly wide product mix consisting of 250 brands organized into many product lines.

●Product mix length refers to the total number of items the company carries within its product

lines. P&G typically carries many brands within each line, it sells seven laundry detergents, six hand soap, five shampoos and four dishwashing detergents

●Product line depth refers to the number of versions offered of each, product in the line.

Crest toothpaste comes in 13 variet8es.

●Finally, the consistency of the product mix refers to how closely related the various product

lines are in end use, production requirements, distribution channels, or some other way.

5. Brand equity品牌资产

The positive differential effect that knowing the brand name has on customer response to the product or service.

重要性A brand with strong brand equity is a very valuable asset. High brand equity provides a company with many competitive advantages. A powerful brand enjoys a high level of customer brand awareness and loyalty. Because consumers expect stores to carry the brand , the company has more leverage in bargaining with resellers. Because the brand name carries high credibility, the company can more easily launch line and brand extensions, as when Coca-Cola leveraged its well-known brand to introduce Diet Coke. Above all, a powerful brand offers the company some defense against fierce price competition.

6. Brand positioning品牌定位

Major brand strategy decisions主要的品牌战略决策

Brand positioning Brand name selection Brand sponsorship Brand development Attributes selection manufacturer’s brand Line extensions

Benefits → protection → private brand → Brand extensions Beliefs and values Licensing Multibrands

Co-branding New brands

7. Brand development品牌发展

Line extension产品线延伸Using a successful brand name to introduce additional items in a given product category under the same brand name, such as new flavors, forms, colors, added ingredients, or package sizes.

Brand extension品牌延伸Using a successful brand name to launch a new or modified product

in a new category.

Multibands多品牌: companies often introduce additional brands in the same category.

New brands新品牌: A company may create a new brand name when it center a new product category for which none of the company’s current brand names is appropriate.

Brand development strategies 品牌发展战略

Product Category

Existing New

Brand Existing line extension brand extension

Name New Multibrands New brands.

8. Services marketing and characteristic s

Service intangibility服务无形化

A major characteristic of services -----they cannot be seen, tasted, felt, heard, or smelled before they are bought. Services cannot be seen, tasted, felt, heard, or smelled before purchase. Service inseparability 服务不可分性

they are produced and consumed at the same time and cannot be separated from their providers, whether the providers are people or machines. Services cannot be separated from their providers. Service variability服务易变性

Their quality may vary greatly, depending on who provides them and when, where, and how. Quality of services depends on who provides them and when, where, and how.

Service perishability服务易逝性

They cannot be stored for later sale or use. Services cannot be stored for later sale or use.

10章

Product life cycles产品周期的四个阶段

Introduction stage:The product life-cycle stage in which the new product is the first distribution and made available for purchase.

Growth stage:The product life- cycle stage in which a product’s sales start climbing quickly. Maturity stage:The stage in the product life cycle in which sales growth slows or levels off. Decline stage:The product life-cycle stage in which a product’s sales decline.

12章

New-product Pricing Strategies新品定价策略p302

1.Market-skimming Price市场撇制定讲价:Setting a high price for a new product to skim maximum revenues layer by layer from the segments willing to pay the high price; the company makes fewer but more profitable sales.

2.Market-penetration Pricing市场渗透定价: Setting a low price for a new product in order to attract a large number of buyers and a large market share.

Product mix pricing strategies产品组合定价战略p303

1.Product line pricing产品线定价: setting the price steps between various products in a product line based on cost differences between the products, customer evaluations of different features, and competitors' prices.

例子In many industries, sellers use well-established price points for the products in their line. Thus, men's clothing stores might carry men's suits at 3 price levels: $185, $325, and $495. The customer will probably associate low-, average-,and high-quality suits with the three price points. Even if the three prices are raised a little, men normally will buy suits at their own preferred price

points. The seller's task is to establish perceived qualities that support the price differences.

2.Optional-product pricing可选择产品定价: the pricing of optional or accessory products along with a main product.

例子A car buyer may choose to order power windows, cruise control, and an extended warranty.

3.Captive-product pricing捆绑定价:setting a price for products that must be used along with a main product, such as blades for a razor and film for a camera.

例子Nintendo sells its game consoles at low price and makes money on video game titles. While Nintendo's margins on its consoles run a mere one percent to five percent, margins on its game cartridges run close to 45 percent. Video game sales contribute more than half the company's profits.

4.By-product pricing副产品定价: setting a price for by-products in order to make the main product's price more competitive.

例子Malaysia's Golden Hope Plantations used to burn old rubber trees after their productive life.Now, it cuts them down and use the wood to supply the fast-growing markets for rubber wood furniture, parquet flooring, and particle and medium-density fiber boards.

5.Product bundle pricing产品捆绑定价: combining several products and offering the bundle at

a reduced price.

例子Theaters and sports teams sell season tickets at less than the cost of single tickets. Segmented pricing差别定价:selling a product or service at two or more prices, where the difference in prices is not based on differences in costs.(4个)

1.customer-segment pricing

2.product-form pricing

3.location pricing 4 .time pricing

Price Changes: p311

降价initiating price cuts：one such circumstance is excess capacity. Another situation leading to price changes is falling market share in the face of string price competition .A company may also cut prices in a drive to dominate the market through lower costs .

涨价initiating price increases：A major factor in price increases is cost inflation .Rising costs squeeze profit margins and lead companies to pass cost increases along to customers .Another factor leading to price increases is over demand :When a company cannot supply all its customers' needs ,it can raise its price ,ration products to customers ,or both .

价格反映战略（应对对手涨价4个方法）：p314

1. It could reduce its price to match the competitor's price.

2. The company might maintain its price but raise the perceived quality of its offer.

3. The company might improve quality and increase price, moving its brand into a higher-price position.

4. The company might launch a low-price "fighting brand"---adding a lower-price item to the line or creating a separate lower-price brand.

第十三章

Number of Channel level:

Direct marketing channel:A marketing channel that has no intermediary

Indirect marketing channel:Channel containing one or more intermediary levels.

Channel conflict:Disagreement among marketing channel members on goals and roles-who should do what and for what rewards.

Vertical marketing system(VMS):A distribution channel structure in which

producers,wholesalers,and retailers act as a unified system.One channel member owns the others, has contracts with them,or has so much power that they all cooperate.

Corporate VMS公司式垂直营销系统:A vertical marketing system that combines successive stages of production and distribution under single ownership--channel leadership is established through common ownership.

Contractual VMS合同式: A vertical marketing system in which independent firms at different levels of production and distribution join together through contracts to obtain more economies or sales impact than they could achieve alone.

Administered VMS管理式:A vertical marketing system that coordinates successive stages of production and distribution, not through common ownership or contractual ties, but through the size and power of one of the parties.

Horizontal marketing system水平营销系统: A channel arrangement in which two or more companies at line level join together to follow a new marketing opportunity.

Number of Marketing Intermediaries中间商数量:

Intensive distribution密集型分销: Stocking the product in as many outlets as possible. For example, toothpaste, candy, and other similar items are sold in millions of outlets to provide maximum brand exposure and consumer convenience. Coca-cola and other consumer goods companies distribute their products in this way.

Exclusive distribution专营性分销: Giving a limited number of dealers the exclusive right to distribute the company’s products in their territories. For example, Benz dealers are few and far between—even large cities may have only one dealer. By granting exclusive distribution, Benz gains stronger distributor selling support and more control over dealer prices, promotion, credit, and services.

Selective distribution选择性分销:the use of more than one, but fewer than all, of the intermediaries who are willing to carry the company’s products. For example, national, Mitsubishi, and Samsung sell their major appliances through dealer networks and selected large retailers. By using selective distribution, they do not have to spread their efforts over many outlets, including many marginal ones. They can develop good working relationships with selected channel members and expect a better- than-average selling effort.

第十六章

Advertising objective广告目标: A specific communication task to be accomplished with a specific target audience during a specific period of time.

3种advertising objective: informative, persuasive reminder adverting.

Consumer Promotion Tools销售促进9种方法:

Samples样本: A small amount of a product offered to consumers for trial,

Coupons优惠券: Certificate that gives buyers a saving when they purchase a specified product, Cash refunds offers现金折扣:Offer to refund part of the purchase price of a product to consumers who send a "proof of purchase" to the manufacturer,

Price packs特价包:Reduced price that is marked by the producer directly on the label or package,

Premiums赠品: Good offered either free or at low cost as an incentive to buy a product, Advertising specialties广告礼品: Useful article imprinted with an advertiser's name, given as a gift to consumers,

Patronage rewards光顾奖励: Cash or other award for the regular use of a certain company's products or services,

Point-of-purchase promotions售点陈列: Display and demonstration that takes place at the point of purchase or sale,

Contests, sweepstakes, games竞赛抽奖和游戏: Promotional events that give consumers the chance to win something--such as cash, trips, or goods--by luck or through extra effort.