Principles Of Marketing1

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1、PrinciplesOfMarketing市场营销原理JieTao陶杰Question:Whatismarket?BRIEFContents简要目录DefiningMarketingandtheMarketingProcess定义营销和营销流程UnderstandtheMarketplaceandConsumers理解市场和顾客DesigningaCustomer-DrivenStrategyandMix设计顾客导向的营销战略与营销组合ExtendingMarketing拓展市场营销ContentsPar

2、t1Marketing:CreatingandCapturingCustomerValue营销：创造和获取顾客价值CompanyandMarketingStrategy:PartneringtoBuildCustomerRelationships公司战略与营销战略：合作建立客户关系ContentsPart2AnalyzingtheMarketingEnvironment分析市场营销环境ManagingMarketingInformationtoGainCustomerInsights管理市场营销信息获得顾

3、客想法ConsumerMarketsandConsumerBuyerBehavior消费者市场与消费者购买行为BusinessMarketsandBusinessBuyerBehavior经营市场与经营购买者行为ContentsPart3Customer-DrivenMarketingStrategy:CreatingValueforTargetCustomers顾客导向的市场营销战略：为目标顾客创造价值Products,Services,andBrands:BuildingCustomerValue产品

4、、服务和品牌：构建顾客价值NewProductDevelopmentandProductLife-CycleStrategies新产品开发与产品生命周期战略Pricing:UnderstandingandCapturingCustomerValue定价：理解和捕捉消费者价值ContentsPart3PricingStrategies定价战略MarketingChannels:DeliveringCustomerValue营销渠道：递送顾客价值RetailingandWholesaling零售与批发Comm

5、unicatingCustomerValue:IntegratedMarketingCommunicationsStrategy沟通顾客价值：整合营销沟通战略ContentsPart3AdvertisingandPublicRelations广告与公共关系PersonalSellingandSalesPromotion个人销售和促销DirectandOnlineMarketing:BuildingDirectCustomerRelationships直销和网络营销：建立直接顾客关系ContentsPart

6、4CreatingCompetitiveAdvantage创造竞争优势TheGlobalMarketplace全球市场SustainableMarketing:SocialResponsibilityandEthics可持续营销：社会责任和道德CustomerValue心中价值：顾客以他们从产品或服务中所获得的核心利益来定义价值，也就是说顾客以自己从产品或服务那获得的满足感大小，主观地判别其价值高低。价格价值：用「价格」来认定他们所获得的价值；顾客认为可以用较低的价格买到相同的产品，所获得的价值较高