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1、PrinciplesOfMarketingSchoolofEconomicsandManagementBeijingInformationScienceandTechnologyUniversityFebruary,201042ContentsLessonOne—UnderstandingtheMarketplaceandConsumerNeeds……3LessonTwo—MarketingManagementOrientations……………………..8LessonThree—TheNewMarketingLandscape……………
2、…..………14LessonFour—TheCompany’sMicroenvironment……………………..20LessonFive—TheDemographicEnvironment…………………………25LessonSix—TheCulturalEnvironment………………………………..3742LessonOne:UnderstandingtheMarketplaceandConsumerNeedsAsafirststep,marketersneedtounderstandcustomerneedsandwantsan
3、dthemarketplacewithinwhichtheyoperate.Wenowexaminefivecorecustomerandmarketplaceconcepts:needs,wants,anddemands;marketingoffers(products,services,andexperiences);valueandsatisfaction;exchangesandrelationships;andmarkets.CustomerNeeds,Wants,andDemandsThemostbasicconceptun
4、derlyingmarketingisthatofhumanneeds.Humanneedsarestatesoffeltdeprivation.Theyincludebasicphysicalneedsforfood,clothing,warmth,andsafety;socialneedsforbelongingandaffection;andindividualneedsforknowledgeandself-expression.Theseneedswerenotcreatedbymarketers;theyareabasicp
5、artofthehumanmakeup.Wantsaretheformhumanneedstakeastheyareshapedbycultureandindividualpersonality.AnAmericanneedsfoodsbutwantsaBigMac,Frenchfries,andasoftdrink.ApersoninMauritiusneedsfoodbutwantsamango,rice,lentils,andbeans.Wantsareshapedbyone’ssocietyandaredescribedinte
6、rmsofobjectsthatwillsatisfyneeds.Whenbackedbybuyingpower,wantsbecomedemands.Giventheirwantsandresources,peopledemandproductswithbenefitsthatadduptothemostvalueandsatisfaction.Outstandingmarketingcompaniesgotogreatlengthstolearnaboutandunderstandtheircustomers’needs,wants
7、anddemands.Theyconductconsumerresearchandanalyzemountainsofcustomerdata.Theirpeopleatalllevels—includingtopmanagement—stayclosetocustomers.Forexample,topexecutivesfromWal-Martspendtwodayseachweekvisitingstoresandminglingwithcustomers.Harley-Davidson’schairmanandCEOregula
8、rlymountshisHarleyandrideswithcustomerstogetfeedbackandideas.AtconsumerproductsgiantProcter&Gamble,tope
