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Chapter 1Marketing：the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.Marketing myopia营销短视: the mistake of paying more attention to the specific products a company offers rather than to the benefits and experiences produced by these products.Customer-perceived value: the customers evaluation of the differences between all the values and all costs of a marketing offer relative to those of competing offers.Customer satisfaction: the extent to which a product perceived performance matches the customers expectation.Customer equity: the total combined customer lifetime values of all of a companys all customers.Chapter 2Strategic planning: the progress of developing and maintaining a strategic fit between a organizations goals and capabilities and its changing marketing opportunities.Mission statement: a statement of a organizations purposewhat it wants to accomplish in the larger environmentBusiness portfolio: the collection of businesses and products that makes up the company 以下四个和Chapter 7中的内容重复Market segmentation: dividing the market into distinct groups of buyers who might have different needs, characteristics and behavior, and who might require separate products or marketing programs. Market targeting: the progress of evaluating each segments marketing attractiveness and selecting one or more segments to enter.Positioning: arranging for a product to occupy a clear, distinctive and desirable place relative to the competing products in the minds of the target customers.Differentiation: actually differentiating the market offering to create superior customer value.Chapter 3Marketing environment: the actors and forces outside the marketing that affect marketing managements ability to build and maintain successful relationships with target customers. Microenvironment: the actors close to the company that affect its ability to serve its customers,-the company, suppliers, market customers, marketing intermediaries, competitors and publics.Macroenvironment: the larger societal forces that affect the microenvironment-demographic, natural, economic, political, technological and cultural forces.Marketing intermediaries: the forms that help the company to promote, sell and distribute its goods to final buyers.Chapter 5Consumer buyer behavior: the buying behavior of final consumersthe individuals and householders buy goods and services for personal consumptionConsumer market: all individuals and householders who buy or acquire goods and services for personal consumption.Subculture亚文化群：a group of people with shared value systems based on the common life experiences and situations.Opinion leader: a person within reference group who, because of special skills, knowledge, or other characteristics, exerts social influence on others.Complex buying behavior: consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived brand differences. Habitual buying behavior: consumer buying behavior in situations characterized by low consumer involvement and few significantly perceived brand differences.Purchase decision: the buyers decision about which brand or purchase.Postpurchase behavior购后行为：the stage of the buyer decision process in which consumers take further action after the purchase, based on their satisfaction or dissatisfaction.Chapter 7Market segmentation：dividing the market into distinct groups of buyers, who might have different needs, characteristics or behavior, who might require separate products and marketing programs. Market targeting: the process of evaluating each segments attractiveness and selecting one or more segments to enter.Differention: actually differentiating a market offering to create superior customer value Target market: a set of buyers sharing common needs or characteristics that the company decides to serve. Undifferentiated (mass)marketing: a market-coverage strategy in which a firm decides to ignore the market segment differences and go after the whole market with one offer.Differentiated (segmented)marketing: a market-coverage strategy in which a firm decides to target several market segments and design separate offer for each.Concentrated (niche) marketing: a market-coverage strategy in which a firm decides to go after a large share of one or a few segments or niches.Micromarketing: the practice of tailoring the products and marketing programs to the needs and wants of specific individuals and local customer groupsinclude individual marketing and local marketing.Competitive advantage: an advantage over competitors gained by offering greater customer value, either through lower prices or by providing more benefits that justify the high prices.Chapter 8Consumer product: a product bought by final consumer for personal consumption.Industrial product: a product bought by individuals and organizations for further processing or for use in conducting a business. Product line: a group of products that are closely related because they function in a similar manner, are sold to the customer group, are marketed through the same types of outlets, or fall within given price ranges.Product mix: the set of all product lines and items that a particular seller offers for sale.Brand equity: the differential effect that knowing the brand name has on customer response to the product or its marketing.Chapter 10Value-based pricing: setting price based on buyers perceptions of value rather than on seller cost.Cost-based pricing: setting prices based on producing, distributing and selling the product plus a fair rate of return for effort and risk. Fixed costs : costs that do not vary with production or sales level.Variable costs: costs that directly vary with the level of production.Chapter 11Market-skimming pricing: setting a high price for a new product to skim maximum revenues layer by layer from the segments willing to pay the high price; the company makes fewer but more profitable sales.Market-penetration pricing: setting a low price for a new product to attract a larger number of buyers and a large market share.Chapter 12Value delivery network: the network made up of the company, suppliers, distributors and ultimately customers, who “partner” with each other to improve the performance of the entire system in delivering customer value.Marketing channel: a set of independent organizations that help the company make a product and service for use or consumption by the consumers or business users. Channel conflict: disagreement among marketing channel members on goals and roleswho should do what and for what rewards.Vertical marketing system: a distribution channel structure in which the producers, wholesalers and retailers act as a unified system. One channel member owns the others, has contracts with them, or has so much power that they all cooperate.Chapter 14Promotion mix(marketing communications mix): the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships.Integrated marketing communications: carefully integrating and coordinating the companys many communications channels to deliver a clear, consistent and compelling message about the organizations and the products.Explain marketings role in strategic planning and how marketing works with its partners to create and deliver customer value.The major functional departments must work together to accomplish strategic objectives. Marketing plays a key role in the companys strategic planning by providing a marketing concept philosophy and inputs regarding attractive market opportunities. Within individual business units, marketing designs strategies for reaching the units objectives and help to carry them out profitably. Marketers alone cannot produce superior value for customers. A companys success depends on how well each department performs its customer value-adding activities and how well the departments work together to serve customers. Marketers must practice partner relationship management. They must work closely with partners in other departments to form an effective value chain that serves the customers. And they must partner effectively with other companies in the marketing system to form a competitively superior value delivery network.Describe the elements of a customer-driven marketing strategy and mix, and the forces that influence it.Consumer value and relationships are at the centre of marketing strategy and programs. Through market segmentation, targeting, differentiation, and positioning, the company divides the market into smaller segments, selects segments it can best serve, and decides how it wants to bring value to target consumers. It then designs an integrated marketing mix to produce the response it wants in the target market. The marketing mix consists of product, price, place, and promotion decisions.Describe the environmental forces that affect the companys ability to serve its customersDefinitions of microenvironment and macroenvironment.Describe the consumer market and construct a simple model of consumer buyer behavior.The simplest model is the stimulus-response model. According to this model, marketing stimuli and other major forces enter the consumers “black box” and produce certain responses. Once in the black box, these inputs produce observable buyer responses, such as product choice, brand choice, purchase timing, and purchase amount.Name the four major factors that influence consumer buyer behavior.Consumer buyer behavior is influenced by four key sets of buyer characteristics: cultural, social, personal, and psychological.Consumer buyer behavior is influenced by four major psychological factorsmotivation, perception, learning, and beliefs and attitudes.?184
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