Ch1
1.Definition of Marketing
：
2.Market Needs
：
Wants Demands
：
Needs - state of felt deprivation for basic items such as food and clothing and complex needs such
as for belonging.
i.e. I am thirsty
Wants - form that a human need takes as shaped by culture and individual personality.
i.e. I want
a Coca-Cola.
Demands - human wants backed by buying power. i.e. I have money to buy a Coca-Cola.
Customer Value
：
Customer Value - benefit that the customer gains from owning and using a
product compared to the cost of obtaining the product.
Customer Satisfaction
：
Customer Satisfaction - depends on the product’s perceived
performance in delivering value relative to a buyer’s expectations.
Linked to Quality and Total
Quality Management (TQM)
3.
Marketing Philosophies
Production Concept
Product Concept
Selling Concept
Marketing Concept
Societal Marketing Concept
Marketing Philosophies
(1)
Production Concept
Assumes consumers want products that are available , highly affordable and low prices .
(2)Product Concept
(3)
Selling Concept
Assumes consumers will not buy enough product unless there is a strong sales and promotional
effort.
(4)The Marketing Concept
Assumes that achieving the organization’s goals depends on determining and satisfying consumers
4.The marketing concept rests on four pillars:
target market
customer needs
integrated marketing
profitability
A. Target Market
To one company, it’s very important
to identify and define the its target market .
No company can operate successfully in every market because no product is for everybody,
regardless of what the company says. Nor can the firm always do a good job within one broad
market. Companies do best when they define their target markets and implement a tailored
marketing program.
B. Customer Needs
A company can define its target but fail to correctly understand the customers’ needs.
Understanding customer needs and wants is not always simple.
Some customers have needs of which they are not fully conscious.
They can’t use the corrective
words to describe what they want.
Maybe the customers could not know the trend of economy development.
……
Five types of need
Stated needs( the customer want to buy inexpensive car)
Real needs (the customer want to buy one car whose operating cost, not its initial price, is low)
Unstated needs (the customer wants to get good service form the dealer)
Delight needs (the customer would like the dealer to include a gift of a city map)
Secret needs (the customer wants to be seen by friends as a savvy
（理智得
)consumer)
C. Integrated Marketing
The company adhering to the marketing concept would
know that there are four parts must be
integrated into your marketing campaigns: the product and its distribution, price and promotion.
