㈠Maketing is the performance of activities that seeks to accomolish an organisations' objective by anticipating customer or client's needs and directing a flow of needs-satisfying goods and services frome producer to customer or client.(The simplest definition is this one: Marketing is the delivery of customer satisfaction at a profit.)
The twofold goal of marketing is:to attract new customers by promising superior value;to keep current customers by delivering satisfaction
What motivate a customer to take action:Needs:state of felt deprivation for basic item. Wants: from that a human need take as shaped by culture and individual pesonality.Demands:human wants backed by buying power.
Customer value: benefit that the customer gains from owning and using a producr compared to the cost of buying the product.
Customer satisfaction:difference between the product's perceived performance in delivering value relative to the buyer's expectation.
㈡The Marketing Process:Situation Analysis,Marketing Strategy,Marketing Mix Decisions,Implementation & Control
Situation Analysis:(1)Internal Analysis→The firm must understand its own capabilities(2)External Analysis→The firm identifies the customers’ needs and the environment in which it is operating
Situation Analysis:(1）5 C Analysis:company，collaborators，customers，competitors，climate （2）PEST Analysis：Political Analysis，Economic Analysis，Social Analysis，Technological Analysis （3）SWOT Analysis：Internal Analysis（Strengths，weakness）,External Analysis(opportunities,threats)
㈢Market Research:Market research means studying places or ways in which a company can sell its products or services :Market research also means studying what customers and prospects need or want from a company and its products.
Four-step Market Research:step1,define the problem; step2,develop the research plan;step3,collect the relevant information by specifying;step4,diliver final report
㈣The marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition.
㈤Marketing & Utility⒈form utility：is the usefulness of a product that results from converting raw materials and other inputs into a finished (or more nearly finished) product. Form utility is created by production. ⒉place utility：is the usefulness of a product that results from a change in its location. ⒊time utility：is the usefulness of a product that results from its availability when the consumer wants it. ⒋ownership utility：is the usefulness of a product that comes about through the passage of legal title to the final user. In our economy, legal passage of title is assumed with the exchange of money for a product.
㈥Marketing Management：The process of planning, organizing, implementing, and controlling marketing activities to facilitate exchanges effectively and efficie
ntly.
⒈3Cs:customer,company,competitor.
⒉4Ps:product,price,place,promotion
㈦Marketing Strategy：⒈The marketing strategy then involves:Segmentation，Targeting (target market selection)，Positioning the product within the target market，Value proposition to the target market
⒉目标市场营销三部曲（STP战略）：Market Segmenting市场细分，Market Targeting目标市场选择，Market Positioning市场定位
㈧Market Segmentation is the identification of portions of the market that are different from one another. Segmentation allows the firm to better satisfy the needs of its potential customers.
⒈Target Marketing recognizes the diversity of customers and does not try to please all of them with the same offering. The first step in target marketing is to identify different market segments and their needs.
⒉Steps in segmenting and targeting markets：Step 1: From potential buyers into segments（Industrial markets might be segmented on characteristics such as:location，company type，behavioral characteristics；Consumer markets can be segmented on the following customer characteristics:Geographic，Demographic，Psychographic，Behavioral： government and institutional markets）；Step 2. Form products to be sold into groups；Step 3. Develop a Market-Product Grid and Estimate Size of Markets；Step 4. Select target markets
⒊A target market is that group of present and potential customers a firm aims to please with its goods or services. If a firm is to practice the marketing concept, it must define the characteristics and wants of its target market.（Single-segment strategy Selective specialization Product specialization Market specialization Full market coverage ）
㈨The Consumer Buying Process（Consumer Decision Process）：Marketing Inputs（Product Price Promotion Place）→Consumer←（Psychological Inputs：Culture Attitude Learning Perception）→Purchase Decisions（Product Choice Location Choice Brand Choice Other Choices）
㈩Purchase Decision Process：problem recognition:peceiving a need;information search:seeking value;evaluation of alternatives:assessing value;purchase decision:buying value;postpuchase behavior:value in consumption or use
（十一）影响消费者购买的因素：外部因素：sociocultural inflences（personal ingluences,reference groups, family, culture, subculture）situational influences（The Purchase Task,Social Surrounding,Physical Surrounding,Temporal Effects,Antecedents States）内部因素：Psychological Influences （Motivation & Personality,Perception Learning Values, Beliefs, & Attitudes Lifestyle）购买者
（十二）Consumer Decision Process：Purchase Decision: Buying Value；Decide on the brand/product；Post-purchase Behavior: Value in Consumption or Use；Involvement
3 types of decision process：Routine decision making （例行决策） (Brand loyal/Repeat purchase) Limited decision makin
g（有限性决策）Extended decision making（ 扩展性决策）
（十三）The Buyer Decision Process for New Products：awareness,interest,evaluation,trial,adoption
(十四)Marketing Mix：In carrying out the marketing functions, the firm needs to have a marketing program or strategy. This is known as the marketing mix (the words created by Neii Borden in 1953).
Development of marketing mix:
1. 4 P’s：(a) product (b) price (c) place (d) promotion
2. 6 P’s：(a) product (b) price (c) place (d) promotion (e) power (f) public relations
3. 4 C’s：(a) consumer -------consumer’s wants and needs(b) cost --------cost to satisfy wants and needs(c) convenience --------convenience to buy(d) communication -------communication with consumers
4. 7 P’s：product price promotion placement (or distribution) people (the use of appropriate staff and people ) physical evidence (customers’ perceptions based on their sight of the service provision ) process (the systems used to assist the organization in delivering the service )
（十五）Product Decisions：Product attributes→Branding→Packaging→Labeling→Product support services
⒈Brand Strategy：line extensions (existing brand names extended to new forms, sizes, and flavors of an existing product category), (existing brand names extended to new forms, sizes, and flavors of an existing product category)
⒉Product：Accessory Product Form Product Core product
⒊Pricing Decisions:Internal factors(Marketing objectives, Marketing mix strategy, Costs, Organizational considerations);External factors(Nature of the market and demand,Competition.Other environmental factors (economy, resellers, government))
⒋Pricing Approaches:(1)Cost-based pricing: Cost-plus pricing;Break-even analysis target profit pricing;(2)Value-based pricing（3）Competition-based pricing
⒌New Product Pricing Strategies（1）Marketing-skimming pricing:（2）Market-penetration pricing
⒍Product Mix Pricing Strategies：Product line pricing；Optional product pricing；Captive-product pricing；Product bundle pricing；By-product pricing
（十六）Promotion：advertising，personal selling(“Push” and “Pull” strategies)，sales promotion，public relations (PR）
⒈A business’ total marketing communications programme is called the "promotional mix"
⒉“push” and “pull” strategies:A ‘push’ promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product. A ‘pull’ selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product.
⒊Public Relations:Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.The role of public relations is to:Identi
fy the relevant publics;Influence the opinions of those publics by:
( Reinforcing favorable opinions,Transforming perhaps neutral opinions into positive ones, Changing or neutralizing hostile opinions)
⒋Sales Promotion:Short-term incentives to encourage the purchase or sales of a product or service.(Trade promotion,Sales force promotion,Consumer promotion,Business promotion)
⒌Major advertising decisions:5Ms of advertising:mission:objectives;money:to pay for the campaign;message:to be delivered;media;measure:measuring the impact
⒍Advantages & Disadvantages of Ad.纸质
7.Roles of Advertising:marketing role (营销作用) communication role（传播作用） the economic role (经济作用) the societal role (社会作用)
(十七)A channel of distribution or marketing channel is a group of individuals and organizations that directs the flow of products from producers and customers.
⒈Channel Design Decisions：Analyzing consumer service needs→Setting channel objectives & constraints→Identifying major alternatives→Evaluating the major alternatives→Designing international distribution channels
2.Distribution Channel：Length of distribution channel（Number of individual entities comprising the channel of distribution between the producer and the consume）
Width of distribution channel（Number of different entities available for providing the same distribution function (as a distributor, wholesaler, or retailer) at different stages in a distribution channel）.Intensive Distribution (密集型分销) Selective Distribution (选择性分销) Exclusive Distribution (专营性分销)
3.Retailers do not stock large quantities of any one type of goods and this means that he obtains few of his goods direct from the manufacturer.
The wholesaler occupies a place between manufacturer and retailer and is therefore sometimes known as a “middleman”.The wholesaler then plays an important part in smoothing out supply and demand fluctuation.