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Chapter 1 Marketing: Managing Profitable Customer Relationships
Marketing:
goal of marketing： attract new customers by promising superior value
keep and grow current customers by delivering satisfaction
definition (it involves satisfying customer needs)
process:
1. Understanding the marketplace and customer needs
Needs: physical needs (food， clothing, warmth， safety)
social needs （belonging and affection）
individual needs(knowledge， self-expression)
Wants: wants are shaped by one’s society and are described in terms of objects that will satisfy needs. (Food—Big Mac, rice）
Demands: given their wants and resources， people demand products with benefits that add up to the most value and satisfaction
需要(已有）→欲望→需求（创造）
Market offerings: 营销对象
physical products
services, activities or benefits offered for sale(not result in ownership）
entities(persons, places， organizations， information， ideas）
marketing myopia: 营销近视
the customer will have the same need but want the new product
solution: look beyond the attributes and existing customer wants
product benefits and experiences， and customer’s needs
offer superior customer value(create brand experiences)
e.g。 Disney World, F1 race
Customer value and satisfaction：
customers form expectations about the value and satisfaction that various market offerings will deliver and buy accordingly
价值=总收益—总成本
marketers: set the right level of expectations
Exchanges交换(包含donation）bring about a response（votes, membership， audience， acceptance）
Relationship交易关系 goal: retain customers and grow their business
Markets: marketing means managing markets to bring about profitable customer relationships
Marketing system:
actor: suppliers, company， competitors， intermediaries, final users
affected by major environmental forces: demographic， economic， physical， technological, political/legal， social/cultural
each party adds value for the next level。 success depends on the entire system.
2. Designing a customer—driven marketing strategy
Marketing management: 营销管理
Selecting customers to serve: market segmentation， target marketing
demarketing(reduce/shift demand temporarily or permanently， e.g。奢侈品，旅游景点，限量版）
customer management， demand management 需求与资源匹配
select only customers that it can serve well and profitably
Choosing a value proposition: differentiate, position the product
Marketing management orientations:经营理念（philosophy guiding these marketing strategies）
Production concept: consumers favor products that are available and highly affordable.
生产观念 Management focuses on improving production and distribution efficiency.
Marketing short—sightedness, losing sight of satisfying customer needs.
(e。g。亨利福特T型车，代工企业）
Product concept： consumers favor products that offer the most in quality， performance, 产品观念 and innovative features。
Marketing strategy focuses on making continuous product improvement。
Focusing only on products can lead to marketing myopia.
(e.g. mousetrap compared with chemical spray， services， 4 Ps）
Selling concept： undertaking a large—scale selling and promotion
推销观念 practiced with unsought goods(buyers do not normally think of buying， e.g. in
surance, blood donations）大萧条时期
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