What is Marketing

1. Marketing is managing profitable customer relationships.
   市場營銷是對有利可圖的客戶關系的管理
2. Marketing is a social and managerial process by which individuals and groups obtain what they need through creating and exchanging products and value with others.
   它是指個人或群體通過創(chuàng)造并同他人交換產品和價值父腕，以滿足需求與欲望的社會和管理過程
3. Hence, we define marketing as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.
   企業(yè)為客戶創(chuàng)造價值，建立強有力的客戶關系，以相應地從顧客獲取價值

Customer Perceived Value 顧客感知價值

• Customer's evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers

• Needs: state of felt deprivation, including physical, social and individual needs

• Wants: from that a human need takes, as shaped by culture and individual personality

• Demand: wants + buying power

• Marketing offer: some combination of products, services, information or experiences offered to a market to satisfy a need or a want

A simple model of the marketing process

1. Understand the marketplace and customer needs and wants (Analyze value)
2. Design a customer-driven marketing strategy(Select value)
3. Construct a marketing program that delivers superior value (Create and deliver value)
4. Build profitable relationships and create customer delight
5. Capture value from customers to create profits and customer quality

Marketing Myopia

• Sellers pay more attention to the specific products they offer than to the benefits and experiences produced by the products. They focus on the wants and lose sight of the needs
• They are so taken with their products that they focus only on existing wants and lose sight of underlying customer needs

Marketing Management Philosophies

1. Production Concept
2. Product Concept
3. Selling Concept
4. Marketing Concept
5. Societal Marketing Concept

Customer-driven & Customer-driving

Factors influencing Consumer Buying Behavior

1. Cultural
2. Social
3. Personal
4. Psychological

Segmentation Customer Markets

1. Geographic 地理
   地域畴嘶、城鄉(xiāng)、人口密度腔稀、氣候
2. Demographics 人口統(tǒng)計學
   年齡氢惋、性別、家庭座舍、收入沮翔、職業(yè)、教育曲秉、宗教采蚀、人種、年代承二、國籍
3. Psychographic 心理
   階層榆鼠、性格、生活方式
4. Behavioral 習慣
   使用歷史亥鸠、頻率妆够、忠誠度

Evaluating Market Segments

1. Segment Size and Growth 市場因素
   Analyze current segment sales, growth rates, and expected profitability.
2. Segment Structural Attractiveness 競爭因素
   Consider effects of: competitors, existence of substitute products, and the power of buyers & suppliers.
3. Company Objectives and Resources 企業(yè)自身能力
   Examine company skills & resources needed to succeed in that segment.
   Offer superior value & gain advantages over competitors

Selecting Target Market Segments

• Differentiated marketing (segmented marketing): target several market segments and designs separate offers for each
• Concentrated marketing (niche marketing): instead of going after a small share of a large market, the firm goes after a large share of one or a few smaller segments or niches
• Undifferentiated marketing / Micromarketing
• Steps

1. Identifying a set of differentiating competitive advantages upon which to build a position
2. Choosing the right competitive advantages
3. Select an overall positioning strategy

The Principles of Positioning

1. Differentiation
2. According to its core competitive advantage
3. Benefit for consumers
4. Simplicity
5. Be stable
6. Reposition when necessary

4Ps & 4Cs

• 4Ps: Product, Price, Place, Promotion
• 4Cs: Consumer's needs & wants, Cost to customer, Convenience, Communication

Other Market Offerings

• Organizations: profit and nonprofit (businesses or schools)
• Persons: entertainers / doctors / lawyers
• Places: create / maintain or change
• Ideas (social marketing): public health / campaigns / family planning

Brand Developing

• Brand positioning 定位 (attributed / benefits / beliefs and values)
• Brand name selection 命名 (protection / selection)
• Brand sponsorship 操作方式 (manufacturer brand / private brand / licensing / co-branding)
• Brand development 衍生 (line extensions / brand extensions / multiband / new brand)

Product Mix Decisions

• Product mix: all of the product lines and items that a particular seller offers for sale
• Width: the number of different product lines the company carries
• Length: the total number of items the company carries within its product line
• Depth: the number of versions offered of each product in the line
• Consistency: how closely related the various lines are