Chapter 1 Marketing Management 营销管理
1.1 What is Marketing
1.1.1 Marketing Defined
1. Exchange and Customer Value
2.The Diverse Factors Influencing Marketing Activities
1.1.2 Requirements for Marketing to Occur
(1)two or more parties (individuals or organizations) with unsatisfi ed needs
(2)a desire and an ability on their part to be satisfied
(3) a way for the parties to communicate
(4) something to exchange
1.2 How Marketing Discovers and Satisfies Consumer Needs
1.2.1 Discover Consumer Needs
1.Consumer Needs and Consumer Wants
2.What a Market ls
Potential consumers make up a market, which is
(3) with the ability to buy a specific product
1.2.2 Satisfying Consumer Needs
1.The Four Ps: Controllable Marketing Mix Factors
2.The Uncontrollable, Environmental Factors
1.3 The Production, Product and Selling Concepts
Marketing Management Philosophies
We define marketing management as the analysis, planning, implementati on, and control of programs designed to create, build, and maintain beneficia exchanges with target buyers for the purpose of achieving organizational obje ctives.
There are five alternative concepts under which organizations conduct thei rmarketing activities: the production, the product, the selling, the marketing, and the societal marketing concepts
1.3.1 The Production Concept
Under the production philosophy : often run a major risk of focusing too narrowly on their own operations.
1.3.2 The Product Concept
The product concept can lead to "marketing myopia”.
1.3.3 The Selling Concept
Marketing based on hard selling carries high risks.lt assumes that customers who are coaxed into buying the product will like it. Or, if they don't like it, they will possibly forget the disappointment and buy it again These are usually poor assumptions to make about buyers.
1.4 The Marketing Concept and Societal Marketing Concept
1.4.1 The Marketing Concept
1.4.2 Four Pillars for Marketing Concept
1.Target market
Companies can do best when they define their target market(s) carefully and prepare a tailored marketing prog ram.
3.Intenrated Marketing
At the top of the or-ganization are the customers.
Next in importance are the front-line people who meet, serve, and satisfy the cus-tomers.
Under them are the middle managers, whose job is to support the front-line people so they can serve the customers well.
Finally, at the base is top management, whose job is to support the middle managers.
4.Profitability
The ultimate purpose of the marketing concept is to help organizations achieve their goals.
1.4.3 The Societal Marketing Concept
The societal marketing concept calls upon marketers to take social and ethical considerations into their marketing practices.
Chapter 2 Consumer Behavior 消费者行为
2.1 The Buyer Decision Process
2.2 Factors Influencing Consumer Behavior
2.3 Models of Consumer Behavior
Chapter 3 Marketing Environment 营销环境
3.1 Demographics and Culture
3.2 Economic forces and Regulatory Forces
3.3 Technological Forces and competitive forces
Chapter 4 Marketing Research 营销调研
4.1 The Types of Marketing Research
4.3 Depth Interviews and Projective Tests
Chapter 5 Marketing Strategy and Relationship Marketing 营销战略和关系营销
5.4 Relationship Marketing
Chapter 6 Marketing Mix 1: Product Strategy 市场营销组合 1:产品策略
6.1 The New Product Process
Chapter 7 Marketing Mix 2: Pricing 市场营销组合2:价格
7. 1 Nature and Important of Price
7.2 The Pricing Constraints and Objectives
7.4 Competitive-based Methods
Chapter 8 Marketing Mix 3: Place 市场营销组合3:渠道
Chapter 9 Integrated Marketing Communications 整合营销传播
9.1 What is Integrated Marketing Communications
9.2 Publicity and Publie Relations
9.3 The Practice and the Adoption Process for IMC
Chapter 10 Brand Management 品牌管理
10.2 New Products and Brand Extension
10.3 Advantages of Extensions
10.4 Disadvantages of Brand Extensions
Chapter 11 Global Marketing 全球营销
11.1 The Scope of Global Marketing
11.2 Emergence of a Borderless Economic World
11.3 Cross-Culture Analysis in a Global Economy
Chapter 12 E-Marketing 电子营销
12.1 The Emergence of E-Marketing
12.2 E-Marketing Environment
12.3 E-Marketing in Emerging Economies
Chapter 13 Marketing of Services 服务营销
13.1 The Uniqueness of Service
13.2 How Consumers Purchase Services
13.3 Managing the Marketing of Services
