Principles of Marketing Outline 营销学原理题纲

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1、Chapter1Marketing:ManagingProfitableCustomerRelationships一WhatIsMarketing?1.Definition2.TheMarketingProcess3.Wavy’spreferreddefinition二UnderstandingtheMarketplaceandCustomerNeeds1.CustomerNeeds,Wants,andDemand2.MarketOfferings—Product,Services,andExperiences3.Custo

2、merValueandSatisfaction4.ExchangesandRelationships5.Marketsarethesetofactualandpotentialbuyersofaproduct6.Marketingsystem&&ElementsofaMarketingSystem三DesigningaCustomer-DrivenMarketingStrategy1.Marketingmanagement2.SelectingCustomerstoServe3.&Marketsegmentation&Tar

3、getmarketing4.ChoosingaValueProposition5.MarketingManagementOrientations&Productionconcept&Productconcept&Sellingconcept&Marketingconcept&Societalconcept四BuildingCustomerRelationshipsCustomerRelationshipManagement(CRM)Chapter2CompanyandMarketingStrategy:Partneringt

4、oBuildCustomerRelationships一CompanywideStrategicPlanning:DefiningMarketing’sRole1.StrategicPlanningforabusinessStrategicPlanning2.StepsintheStrategicPlanningProcess3.&DefiningaMarket-OrientedMissiona)Themissionstatementb)Market-orientedmissionstatement&SettingCompa

5、nyObjectivesandGoalsa)Businessobjectivesb)Marketingobjectives&DesigningtheBusinessPortfolio1)Definition1)Analyzingthebusinessportfolio1)Strategicbusinessunit(SBU)1)TheBostonGroupApproacha.Growthsharematrixa.SBUsareclassifiedas:Stars;Cashcows;Questionmarks;Dogs.&Dev

6、elopingStrategiesforGrowthandDownsizinga)Product/marketexpansiongridb)Product/marketexpansiongridstrategiesi.Marketpenetrationi.Marketdevelopmenti.Productdevelopmenti.Diversification二MarketingStrategyandtheMarketingMix0.MarketingStrategy0.Customer-CenteredMarketing

7、Strategy&Marketsegmentation&Marketsegment&Targetmarketing&Marketpositioning0.DevelopingtheMarketingMix&TheFourPs&The4PsversusThe4Cs三．ManagingtheMarketingEffort0.TheMarketingEffort0.MarketingAnalysis0.SWOTAnalysisChapter4ManagingMarketingInformation一AssessingMarketi

8、ngInformationNeedsMarketinginformationsystem(MIS)二DevelopingMarketingInformationMarketingResearch&Definition&&Stepsinthemarketingresearchprocessa