【市场营销学结课作业】《市场营销原理》自绘知识框架图Whatismarketing？纵观全书理解市场和顾客需求设计顾客驱动的营销战略建立活力的顾客关系并使顾客高兴构建实现卓越价值的营销方案顾客关系管理：与所选择的顾客建立牢固关系产品和服务设计：建立强势品牌选择所要服务的顾客：市场细分与瞄准管理营销信息和顾客数据研究消费者和市场制定价值方案：差异化和定位定价：创造真正的价值伙伴关系管理与营销伙伴建立牢固关系分销：管理需求和供应链促销：沟通价值方案从顾客身上获取价值来创造利润和顾客资产创造满意、忠诚的顾客获取顾客终身价值提高市场份额和客户份额利用营销技术管理全球市场确保符合伦理和社会责任为顾客创造价值和建立顾客关系从顾客身上获取价值作为回报Chapter1:管理有价值的客户PotentialcustomerActualcustomerCompanyProduct&serviceProfitDemandMarketingstrategyCustomersatisfactionExchange&customerrelationsCustomer-drivenExtentofsatisfactionConveyvalue&experience从关键词理解营销定义副标题2011-6-26Part1副标题2011-6-26Part1ChoosingavalueprospositionMarketingManagementorientationsProductionconceptProductconceptSellingconceptMarketingconceptTakeactionPreparingmarketingplanandprogramDesigninCustomer-drivenstrategyBuildingcustomerrelationshipsCapturevaluefromcustomersNewlandscapeBuildingcustomerrelationshipsPartenershipmanagementNewdigitalageRapidglobalizationEthicsandresponsibilityNone=profitmarketingChapter3UnderingthemarketplaceandthecustomerneedsCustomervaluesatisfactionCreatingcustomerloyaltyandretentionGrowingshareofcustomerBuildingcustomerequalityChapter1:管理有价值的客户Part3Chapter2Chapter2:企业战略和营销战略：协同构建客户关系Definingmarketing’sroleParteneringtobuildcustomerrelatioinshipsMarket-orientedmissionSettingCompanyobjectivesandgoalsDesigningthebusinessportflioOthercompanydepartmentsOthersinthemarketingsystemMarketingstrategyandmarketingmixSuppliersMarketingIntermediariesConsumerslATargetProductPlacePricePromotionMarketingImplementationMarketingPanningMarketingControlMarketingnalysisCompetitorsPublicsMeasuringandmanagingreturnonmarketing副标题2011-6-26Part1Part2：市场和顾客MicroenvironmentMacroenvironmentThecompanySuppliersMarketingintermediariesCustomersCompetitorsPublicsDemographicforcesCulturalforcesTechnicalforcesEconomicforcesNaturalforcesPoliticalforces营销环境系统开发信息MarketingenvironmentMarketinginformation营销经理和其他信息使用者分析计划执行组织控制内部数据库信息分析营销情报市场调研评估信息需求传递和使用信息目标市场营销渠道竞争对手公众宏观环境MarketConsumermarketBusinessmarket副标题2011-6-26Part2Part2：市场和顾客消费者市场MarketingandOtherStimuliMarketingProductPricePlacePromotionOtherEconomicTechnologicalPoliticalCulturalBuyer’sBlackBoxBuyerCharacteristicsBuyerDecisionProcessBuyerResponsesProductChoiceBrandChoiceDealerChoicePurchaseTimingPurchaseAmountCultureSubcultureSocialclassReferencegroupsFamilyRolesandstatusAgeandlifecyclestageOccupationEconomicsituationLifestylePersonalityandself-conceptMotivationPerceptionLearningBeliefsandatitudesCulturalSocialPersonalPsychologicalBuyerModelofbuyerbehaviorFactors复杂的购买行为寻求平衡的购买行为寻求变化的购买行为习惯性购买行为NeedrecognitionEvaluationofalternativePurchasedecisionInformationsearchPurchasebehaviorTypesandprocess副标题2011-6-26Part2产业市场ModelofbuyerbehaviorFactorsTheenvironmentMarketingstimuliOtherstimuliProductPricePlacePromotionEconomicTechnologicalPoliticalCulturalCompetitiveThebuyingorganizationThebuyingcenterInterper...
