Principles-of-Marketing-Outline-营销学原理题纲

Chapter1Marketing:ManagingProfitableCustomerRelationships一WhatIsMarketing?1.Definition2.TheMarketingProcess3.Wavy’spreferreddefinition二UnderstandingtheMarketplaceandCustomerNeeds1.CustomerNeeds,Wants,andDemand2.MarketOfferings—Product,Services,andExperiences3.CustomerValueandSatisfaction4.ExchangesandRelationships5.Marketsarethesetofactualandpotentialbuyersofaproduct6.MarketingsystemElementsofaMarketingSystem三DesigningaCustomer-DrivenMarketingStrategy1.Marketingmanagement2.SelectingCustomerstoServe3.MarketsegmentationTargetmarketing4.ChoosingaValueProposition5.MarketingManagementOrientationsProductionconceptProductconceptSellingconceptMarketingconceptSocietalconcept四BuildingCustomerRelationshipsCustomerRelationshipManagement(CRM)Chapter2CompanyandMarketingStrategy:PartneringtoBuildCustomerRelationships一CompanywideStrategicPlanning:DefiningMarketing’sRole1.StrategicPlanningforabusinessStrategicPlanning2.StepsintheStrategicPlanningProcess3.DefiningaMarket-OrientedMissiona)Themissionstatementb)Market-orientedmissionstatementSettingCompanyObjectivesandGoalsa)Businessobjectivesb)MarketingobjectivesDesigningtheBusinessPortfolio1)Definition1)Analyzingthebusinessportfolio1)Strategicbusinessunit(SBU)1)TheBostonGroupApproacha.Growthsharematrixa.SBUsareclassifiedas:Stars;Cashcows;Questionmarks;Dogs.DevelopingStrategiesforGrowthandDownsizinga)Product/marketexpansiongridb)Product/marketexpansiongridstrategiesi.Marketpenetrationi.Marketdevelopmenti.Productdevelopmenti.Diversification二MarketingStrategyandtheMarketingMix1.MarketingStrategy1.Customer-CenteredMarketingStrategyMarketsegmentationMarketsegmentTargetmarketingMarketpositioning1.DevelopingtheMarketingMixTheFourPsThe4PsversusThe4Cs三．ManagingtheMarketingEffort1.TheMarketingEffort1.MarketingAnalysis1.SWOTAnalysisChapter4ManagingMarketingInformation一AssessingMarketingInformationNeedsMarketinginformationsystem(MIS)二DevelopingMarketingInformationMarketingResearchDefinitionStepsinthemarketingresearchprocessa)Definingtheproblemandresearchobjectivesb)Developingtheresearchplanc)Implementingthepland)InterpretingandreportingthefindingsChapter5ConsumerMarketsandConsumerBuyerBehavior一ModelofConsumerBehavior二CharacteristicsAffectingConsumerBehaviorFactorsInfluencingConsumerBehavior三TypesofBuyingDecisionBehavior1.ComplexBuyingBehavior1.Dissonance-ReducingBuyingBehavior1.HabitualBuyingBehavior1.Variety-SeekingBuyingBehavior四TheBuyerDecisionProcess1.Post-PurchaseDecisionCustomersatisfactionNewproductAdoptionprocess1.StagesintheAdoptionProcessAwarenessInterestEvaluationTrialAdoption1.IndividualDifferencesinInnovationEarlyadoptersEarlymajorityLatemajorityLaggards1.AdoptionCategorizationontheBasisofRelativeTimeAdoptionofInnovationsChapter7Customer-DrivenMarketingStrategy:CreatingValueforTargetCustomersChapterConcepts:(1)MarketSegmentation(2)MarketTargeting(3)DifferentiationandPositioning一MarketSegmentation1.Definition1.SegmentingConsumerMarkets1.Geographicsegmentation1.Demographicsegmentation1.Psychographicsegmentation1.Behavioralsegmentation1.RequirementsforEffectiveSegmentationMeasurableAccessibleSubstantialDifferentiableActionable二MarketTargeting1.EvaluatingMarketSegments2.TargetMarketingStrategiesDependson:CompanyresourcesProductvariabilityProductlife-cyclestageMarketvariabilityCompetitor’smarketingstrategies三DifferentiationandPositioning1.Productposition2.ChoosingaTargetMarket3.ChoosingaDifferentiationandPositioningStrategy4.ChoosingtheRightCompetitiveAdvantage5.DevelopingaPositioningStatementChapter8Product,Services,andBrandingStrategy一WhatIsaProductProducts,Services,andExperiences二ServicesMarketingNatureandCharacteristicsofaServiceIntangibilityInseparabilityVariabilityPerishability三WhatIsaProduct1.LevelsofProductandServices2.ProductandServiceClassifications3.Organizations,Persons,Places,andIdeas四ProductandServicesDecisions1.IndividualProductandServiceDecisions1.ProductLineDecisions1.ProductMixDecisions五BrandingStrategy:BuildingStrongBrands1.DefinitionofBrandequityandCustomerequity2.Brandstrategydecisionsinclude:3.Brandpositioning4.Brandnameselection5.Brandsponsorship6.BranddevelopmentChapter9New-ProductDevelopmentandProductLife-CycleStrategies一New-ProductDevelopmentStrategy1.Afirmcanobtainnewproductsthrough:2.Acquisition3.New-productdevelopment4.Reasonsfornewproductfailure二New-ProductDevelopmentProcess1.MajorStagesinNew-ProductDevelopment2.IdeaGeneration3.ConceptDevelopmentandTesting4.MarketingStrategyDevelopment三New-ProductDevelopmentProcessCommercialization四ManagingNew-ProductDevelopmentSuccessfulnew-productdevelopmentshouldbe:CustomercenteredTeamcenteredSystematic五ProductLife-CycleStrategies1.ProductLifeCycle2.ProductionLife-CycleStages3.ModifyingStrategies4.ProductionLife-CycleStages六AdditionalProductandServiceConsiderations1.ProductDecisionsandSocialResponsibility2.InternationalProductandServiceMarketingChapter10PricingConceptsUnderstandingandCapturingCustomerValueChapterOutline1.WhatIsaPrice?2.FactorstoConsiderWhenSett