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专英期末材料 P29 marketing process (diagram) 1.understand the marketplace and customer needs and wants 2.Design a customer-driven marketing strategy 3.Construct an integrated marketing program that delivers superior value. 4.Building profitable relationships and create customer delight 5.Capture value from customers to create profits and customer equity P30 wants:the form human needs take as shaped by culture and individual personality P30 needs:states of felt deprivation P31 market:the set of all actual and potential buyers of a product of service P34 selling :the idea that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort. P34 marketing:the marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering and desired satisfactions better than competitors do. P37 CRM(customer relationship management):is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. P45 capturing value :1.customer loyalty 2.growing share of customer 3. Building customer equity *P45 creating customer loyalty and retention: P53 definition -marketing: marketing is the process of building profitable customer relationships by creating value for customers and capturing value in return.. P72marketing strategy :the marketing logic by which the business unit hopes to create customer value and achieve profitable customer relationships. P73 segmentation:dividing a market into distinct groups of buyers who have different needs,characteristics, or behaviors and who might require separate products or marketing programs. P73 market targeting: the process of evaluating each market segment’s attractiveness and selecting one of more segments to enter. p76 marketing mix(diagram):the set of controllable tactical marketing tools-product,price ,place and promotion -that the firm blends to produce the response it wants in the target market. 1.Product:variety ,quality ,design ,features, brand name, packaging, services. 2.Price : list price ,discount ,allowances ,payment period,credit terms. 3 Promotion :advertising ,personal selling ,sales promotion ,public relations 4.Place :channels ,coverage,assortments, locations ,inventory, transportation logistics. P77 SWOT analysis :an overall evaluation of the company’s strengths(s),weakness (w), opportunities(o),threats(t) P82 return of marketing investment: the net return from a marketing investment divided by the costs of the marketing investment. P94 macroenvironment:(demographic . Economic . Natural. Technological. Political .cultural.